The Mobile Mom

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Today’s mom is increasingly tech-savvy and connected, reflecting her changing desire for how technology should work for her. Marketers must consider how today’s technology is slowly replacing mom’s bag of tricks and becoming her source of information, time management and connectivity. How is the tech-savvy mom changing the landscape of marketing through her increased use of the smart phone and applications? What are moms keeping in their mom tool belts (phones) today? What are the top mom apps on the market, and why are they so successful? What does mom want out of an app? And how must marketers meet those expectations?

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The Mobile Mom

  1. 1. Marketing to Mobile MamasThrough Smart Phone Apps presented by
  2. 2. > Quick Mom Facts 49.6 million moms with kids under 18 2.1 trillion in spending power 92% consider themselves the CPO of the household
  3. 3. > Framing the Discussion Mobile & Apps Apps for Moms Assignment
  4. 4. > The Epiphany “...if you had to choose between your Xbox, PS3, Wii, the TV or your iTouch, what do you take?” “Dad, of course, my iTouch.” Jack Larkin, age 10 October 2008
  5. 5. > Our Portfolio
  6. 6. > No Longer the Third Screen
  7. 7. > It’s Actually Becoming the First...
  8. 8. US Mobile Internet Users and Penetration (2009-2014) (millions and % of population) 150 $150.00 60% 142.1 129.7 50% 115.2 100 $100.00 40% 101.1 85.5 30% 68.6 50 $50.00 20% 10% 0 2009 2010 2011 2012 2013 2014 % of populationSource: eMarketer
  9. 9. > Three Major Players 32% 26% 25% Source: Nielsen
  10. 10. > The Numbers are Undeniable100,000 Apps 10,000 Apps 100M+ US mobile internet users by 2011 7.5B+ Apps downloaded 410K+ Available apps Represents a legitimate marketing channel 310,000 Apps
  11. 11. > Keys to Success Entertainment Utility Purpose Location Social Value
  12. 12. Let’s Talk AboutMobile Mamas
  13. 13. Apps Have BecomeHer New Utility Belt
  14. 14. From Conception to CribThere’s an App for That.
  15. 15. BioClockFertility & Pregnancy Calculator
  16. 16. BabyBump
  17. 17. iPregnancy
  18. 18. Name Shake
  19. 19. Contraction Master
  20. 20. Baby Tracker: Nursing
  21. 21. Baby Tracker: Diapers
  22. 22. Baby Monitor
  23. 23. iGo Potty
  24. 24. 85% use the mobileInternet almost daily
  25. 25. 96% of iPhone moms areinvolved in their householdpurchasing decisions, with 40% being the sole decision makers.
  26. 26. > The iPhone Mom - Stats and Facts 89% Phone as a source of entertainment 64% Manage their calendar and schedule 60% Locate the nearest store 42% Use their phone to keep track of shopping list 23% Recipe resource 20% Download educational apps for the kids 19% Use apps to download coupons
  27. 27. > What Moms Want in an App Save Me Money Save Me Time Make Me Smarter Help Me Organize Help Me Connect Entertain Me
  28. 28. > Lots of Apps Dedicated to Mom
  29. 29. > Top 50 iPhone Apps for Moms Source: Yahoo! July, 2010
  30. 30. #5 RedLaser The app that saves you money. Shop smarter as RedLaser searches for online and local prices from thousands of retailers.
  31. 31. #10 Weather Bug Elite Weather Bug Elite is the premier source for truly live and local weather.
  32. 32. #17 Angry Birds Angry Birds gives me the mindless fun and need to escape.
  33. 33. > Brand Benefits of Having an App • Put your brand in the hands of consumers - literally! • Play with your consumers in a unique and fun way • Enable brand loyalists to express their affinity • Introduce your brand to a whole new audience set • Extend your presence to a platform with 24/7 consumer access • Low risk, high-appeal and massive buzz potential • Remember the phone has become the first screen ENGAGE WITH YOUR CUSTOMERS ON THEIR TERMS AND SOLVE AN UNMET NEED
  34. 34. “Over the past few years, one of the most important shifts in the digital world hasbeen the move from the wide-open Web tosemiclosed platforms that use the Internet for transport but not the browser for display. It’s driven primarily by the rise of the iPhone model of mobile computing, and it’s a world Google can’t crawl.” - Chris Anderson, Editor In Chief, Wired Magazine
  35. 35. Thank You. Stephen Larkin SVP, Brand Evangelisto: 617-226-9565 m: 978-473-6699email - stephen.larkin@mullen.com

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