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Marketing to GenY Moms

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updated Fall 2010
  • How to Click with Millennial Moms social and mobile digital strategies

    @sidneyeveimage: tienvijftien

  • the new demographics of motherhood

    68% 79% all births first birthsGenY

    image: Susan NYC

  • Millennialsborn after 1980

    image: lenifuzhead

  • primacy digitalGenY

    web first.

    image: TL Davis Photography

  • moms connectedthe most active social networkers


    Source: Retail Advertising and Marketing Association/BIGresearch Survey 2009

    image: liquene

  • what do millennials and moms do on ? part one.

  • castingliferesearch, review, share.

    image: bellissimac


  • sharingimageprivacy concerns

    Source: ShesConnected Multimedia Survey 2009

    image: hands trends


  • gamingsocialaverage player is 30-something female


  • in-game cause marketing raised $1M1week

  • 4.statversationsconversations via status updates

  • $70K24hours2009#beatcancerstatversations

  • shopping5.socialFacebook Open Graph

  • convenience

  • watching6.video

    image: brittney bush

  • GenY traits relevant to marketers targeting millennial moms

    image: Ed Yourdon

    part two.

  • raise satisfaction index

    make the ask GenYare avid communicators, with opinions to share.

    image: Alireza Teimoury

  • the questions

    hire interns and bloggers. pay them. promote them.

    outsourcemarketing to millennial moms? hire your target demo.

    image: Chapendra

  • surveys & polls. social by design. iPad ready.

  • engagement1clickGenX more apt to write reviews & commentsvs. GenY who like to "like" (microengagment)

    Source: The Parenting Group & NewMediaMetrics Survey 2008


    e: ^




  • minded causesocially consciousGenY

    image alexindigo

  • 95% 94% moms millennials


    Source: Cone Cause Evolution Study 2010

    image: justingaynor

    of using social network platforms for social good

  • speaks loudest to Millennials and Moms cause marketing

    image: FotoRita

  • social good footprinta form of self-expression

    image: Jason A. Samfield

  • identity beyond mummyhood

    ambitious + educated + future-focused + mompreneurialimage: greekadman

    social media for social good meets women's expectations for content reflecting their

  • a site that really "gets it" value-added content for

    millennial moms incl. beyond mummyhood

    mini case study

  • mobile techGenY

    image: Evil Erin

  • Source: BabyCenterLLC Survey 2009

    348% 2006-2009mobile moms

    image: jaygrandin

  • is your site mobile optimized?

    image: owaief89

  • short code texting promo

    image: Phil Strahl

    mini case study

    24% redemption rate

  • best part? everybody winsimage: monkeyc.net

    prize pyramid from coupons to free stuffGenY likes to be recognized & rewarded

  • MomsiPhone

    smartphones36% Source: BabyCenter 21stC Mom Report

    Image: lankforddi

  • value-added branded app for busy women on-the-go

  • momsneed budget calculatorscould your business sponsor a white label app?

  • white label app ideas


  • time trackers

    white label app ideas


  • generation gamer GenY

    Image: Steve Kay

  • Source: Entertainment Software Association Survey 2010

    of parents are gamers & play with their kids50%

    Image: sean dreilinger

  • 40% iPhone moms download games for their childrenImage: Paul Mayne

  • branded game from Parents Magazine

  • iPad as digital pacifier

    microboredom, mobility & the iGenerationimage: Holtsman

  • multitaskers multichannelGenY

    image: foreverdigital

  • simultaneous media users#1

    Source: Nielsen Media 3-Screen Report 2010

    women 25-35 years

  • addedvaluemicrocontent

    fast loading, easily findable, mobile optimized, & 1-click shareable

    purpose built for moms with micromoments to spare

    image: Pixzamillion

  • mobile ready.

  • infographicsmobile, agile, shareable

  • agilitymobilequick response codes

    image: clevercupcakes

  • what to code?URLsphone #sSMSwhere to put?biz cardFB pageinvoice free QR code generator

    free QR code reader app

  • to scan a QR code, use BlackBerry Messenger 5.0 "scan a group barcode" or try the i-nigma app for Android/iPhone

    for more information on marketing to GenY momsscan this QR code to read this ePaper


  • about the authorSidneyeve MatrixQueens National Scholar, MediaQueens University, Canadasidneyevematrix.comtwitter: @[email protected]

    Contents of this presentation, including images, have Creative Commons Attribution----Noncommercial-Share Alike 3.0 Licenses. (cc) 2010/sidneyevematrix

    Research prepared for:

    image: Jason L. Parks

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