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Digital Moms Project

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Digital Moms Project

  1. 1. The Digital Mom Anna Kettenacker Kevin Zugschwert
  2. 2. Agenda 2 Project Overview The 4 Mom States in Digital • Mom State Defined • In Her Words • Remarkable Content Future Questions
  3. 3. Our Digital Mom 3 Mom as the Expert Mom for Herself Mom Connected Mom the Savvy Shopper
  4. 4. Mom as the Expert • Problem Solver: She uses the web to get quick answers. • Information Seeker: She uses the web to make daily decisions. • In the Know: She uses the web to learn about current events. • On Top of Things: Utilizes organizational tools to manage her busy schedule. 4 Internet provides a way to manage her world Mom as the Expert Problem Solver Information Seeker In the Know On Top of Things
  5. 5. Mom as the Expert: Problem Solver • How do I get to my son’s basketball game? (Google Maps) • Is my child sick? (WebMD) • How can I help with my child’s homework? (Google Search) 5 The expert mom uses the internet to solve the her day-to-day problems In her words: DIGITAL MOMS PRESENTATION 13
  6. 6. “I Google everything like if I don’t know the answer to something or if I’m trying to research something.” -Kirsten 6 Mom as the Expert: Problem Solver Remarkable Content: • Quick access to information • Solutions for wide range of problems Example • WebMD provides a quick way for moms to answer many health questions in intuitive ways like this Symptom Checker. DIGITAL MOMS PRESENTATION 14
  7. 7. Mom as the Expert • Problem Solver: She uses the web to get quick answers. • Information Seeker: She uses the web to make daily decisions. • In the Know: She uses the web to learn about current events. • On Top of Things: Utilizes organizational tools to manage her busy schedule. 7 Internet provides a way to manage her world Mom as the Expert Problem Solver Information Seeker In the Know On Top of Things
  8. 8. Mom for Herself • Casual Browsing: She’s using the internet as a way to unwind. • Indulgence: She’s online visiting celebrity gossip sites and other “guilty pleasure” websites. 8 Internet provides an opportunity to be entertained and relax. Mom for Herself Casual Browsing Indulgence Digital Moms Ethnography – 34, 35
  9. 9. Mom for Herself: Casual Browsing • What’s the easiest way for me to wind down my day? • How can I entertain myself with little effort? 9 Mom is using the internet as a platform to carelessly browse, watch videos, and unwind. In her words: “I visit Pinterest at least once a day and find good ideas. I would say I use a least 3 ideas a week from Pinterest.” -donnachapin Digital Moms AdTech - 8 Village Voice – Your Online World - 9 “ I check social media only after I put the girls down, usually before I go to bed. I like to check Facebook and a couple of baby blogs that I read.” -Jeremi
  10. 10. 10 Remarkable Content: • Highly Visual • Effortless • Inspiring Example • On Pinterest, people are sharing delicious and inspiring options. These recipes and ideas feel accessible, like something they are able to do. Digital Moms Ethnography - 37 Jeremi McClain Rupprecht interview Mom for Herself: Casual Browsing
  11. 11. Mom for Herself • Casual Browsing: She’s using the internet as a way to unwind. • Indulgence: She’s online visiting celebrity gossip sites and other “guilty pleasure” websites. 11 Internet provides an opportunity to be entertained and relax. Mom for Herself Casual Browsing Indulgence Digital Moms Ethnography – 34, 35
  12. 12. Mom Connected • Social Butterfly: She connects with the world around her through social networking sites. • Creative Identity: She uses her innovative style to build her personal brand. 12 The Internet provides a way Mom Connected Social Butterfly Creative Identity
  13. 13. Mom Connected: Social Butterfly • How can I stay connected with my friends and family? • Where can I share what is going on in my life? 13 The connected mom uses social media to share her life In her words:
  14. 14. 14 Mom Connected: Social Butterfly Remarkable Content: • Connects with • People I know • Things I like • Places I go Example • Brands are worth liking if they connect with her lifestyle. What she really likes to share is her own life.
  15. 15. Mom Connected • Social Butterfly: She connects with the world around her through social networking sites. • Creative Identity: She uses her innovative style to build her personal brand. 15 The Internet provides a way Mom Connected Social Butterfly Creative Identity
  16. 16. Mom the Savvy Shopper • Coupon Clipper: She uses the internet to find coupons and deals • Fully-Informed: She’s seeking product reviews, testimonials and advice from the web. • Online Expert: She utilizes the internet to do her family’s shopping. 16 Internet is a tool for saving both time and money Mom the Savvy Shopper Coupon Clipper Fully- Informed Online Expert Forrester Digital Moms - 2 Digital Moms Ethnography – 28-29
  17. 17. 17 Mom the Savvy Shopper: Online Expert In her words: • Where can I order the kids’ uniforms for school? • How can I get this shopping done during my busy day? The savvy mom uses digital and mobile fulfill her family’s shopping needs. “91% of smart phone owning moms use it for shopping” McCann Truth Central - 15 Digital Moms Adtech - 19 Digital Media Landscape – 29, 31 “I do a lot of shopping online mostly because it’s quick and they have the sizes I need and it’s mostly for my kids. I go to the Gap and they have all the sizes I need and I get free shipping.” -Melissa
  18. 18. 18 Mom the Savvy Shopper: Online Expert Remarkable Content: • Time-saving • Extra Deals (ex. Free shipping) • Variety of products Example • Coborns Delivers offers a simple way to search for and purchase groceries through an easy-to-read menu and past grocery lists. Digital Moms Ethnography - 29 Forrester Digital Mom - 1
  19. 19. Mom the Savvy Shopper • Coupon Clipper: She uses the internet to find coupons and deals • Fully-Informed: She’s seeking product reviews, testimonials and advice from the web. • Online Expert: She utilizes the internet to do her family’s shopping. 19 Internet is a tool for saving both time and money Mom the Savvy Shopper Coupon Clipper Fully- Informed Online Expert Forrester Digital Moms - 2 Digital Moms Ethnography – 28-29
  20. 20. Future Questions • How can General Mills interact with the digital mom in a more ‘indulgent’ way? • When she’s treating herself to juicy gossip, how could General Mills become a part of that need state? • Is there a way for General Mills to utilize online grocery stores to promote products? • Shipping the product weekly with discount? 20
  21. 21. What We Learned 21
  22. 22. Appendix A - Sources 22 • DIGITAL MOMS PRESENTATION v Anna • Forrester_Digital_Moms_Social_Digital • PROFILE BOOKLET FOR ALL 8 FOODGPS SEGMENTS • McCann_Truth_Central_Moms • Digital Moms_ADTech_-pptx • 2009 Forrester Findings for Cheerios • Fleishman_Moms_2012 • Food GPS Online Behavior Report (re-run) - 1-11-11 • Digital Advertising Research Ethnography 2010 • Digital Media Landscape Summary of Digital Day 2009 • Plan_Metrix_Key_Measures_February_2013 (ComScore) • ComScore_ Key_Measures_March_2013_35-50 Mom • ComScore_Key_Measures_March_2013_MillennialMom • Personal Interview: Jeremi McClain Rupprecht May 2, 2013 • Village Voice – Your Online World • Digital Media Landscape (Knowledge Sharing Session)

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