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Online Marketing Summit: Inbox is the New Portal
1. Inbox is the New Portal
Seth Berman
Director, Global Marketing
BabyCenter
2. BabyCenter
#1 pregnancy and parenting site and mobile platform
worldwide
Leadership Trusted Influential Celebrated
âą 24MM users in over 22 âą Nearly 3x more âą Most popular social âą 2011 Webby Award and
markets worldwide trusted than any other site for product Peopleâs Voice Award in
pregnancy and recommendations the Family/Parenting
âą 7 out of 10 babies born parenting site among new and category
in the US last year are expectant moms
BabyCenter babies âą Recommended 2x âą 2011 OMMA for Best
more often than the âą More than 3 out of 4 Social Network for the
âą Apps Magazine named next closest parenting moms share the BabyCenter Community
us one of the Top 100 site information they find
apps of 2010 on BabyCenter with
other moms
Twitter: @sbermo
3. Reaching her at the right time
With stage based solutions
Em l
ai Mobi l e
Cont ent Soci al Vi deo
Twitter: @sbermo
5. Email is dead, right?
"Email has had a good "E-mail, once the most
run as king of effective way to
communications. But its communicate...has
reign is over.â become useless."
Wall Street Journal PCMAG.COM
OCTOBER 12, 2009 March 16, 2009
JESSICA E. VASCELLARO John C. Dvorak
Why Email No Longer Rules⊠9 Reasons E-Mail Is Dead
7. Rapid smartphone adoption
+50% increase in smartphone users, 2010 to 2011
The Fact s:
Nearly 1 in 3 people in
the U.S. have a
smartphone.
Source: the Nielsen company
Source: eMarketer, August 2011
Twitter: @sbermo
8. Moms are more mobile than the
rest of us
Q: Do you have a
sm t phone?
ar
Moms are
18% more likely to
have a smartphone than
the average.
Twitter: @sbermo
9. Itâs a trigger for mobile
adoption
And redefines whatâs important in her phone
Most important smartphone features
BEFORE AFTER
1 Contacts / address book 1 Camera +78%
+78%
2 Text messaging 2 Video camera +167%
+167%
53% 3 Email 3 Apps +67%
+67%
purchased a 4 Internet browser 4 Calendar
smartphone 5 Clock / alarm 5 Internet browser
as a result of 6 Calendar 6 Email
becoming a 7 Voice calling 7 Text messaging
mom. 8 GPS / tracking / maps 8 Contacts / address book
9 Camera 9 Clock / alarm
10 Music player (iPod app) 10 Notes / lists
Twitter: @sbermo
10. They are attached
at the hip
6: 33 AM â HOME
Checks em l , get s Gr oupon coupon
ai
10: 08 AM â HOME
Map t o pool & r eads SMS
12: 15 PM â POOL
Text wi t h babysi t t er
2: 24 PM â STORE
Take pi c, post t o Facebook
4: 40 PM â I CE CREAM PARLOR
Check nut r i t i on
7: 32 PM â HOM E
Pandor a t o put chi l d down f or
bed
9: 38 PM â HOM E
Check weat her & em lai
Twitter: @sbermo
11.
12. Moms are hooked on daily
deals
Subscribe to one or more
60% service (e.g., Groupon, Living
Social) with 9 avg number of
deals/offers purchased this year
36% Share daily deals through social
networks (124 index)
Agree âWhen I save money on a
84% shopping trip by using coupons,
sales or other deals, I feel like I
won!â
13.
14. All this makes motherhood a
gateway to a mobile addiction
The Fact s:
Q:
W ch of t hes e wor ds des cr i bes
hi
51% s ai d t hey ar e t he way y ou f eel about your
addi ct ed t o t hei r s m t phone?
ar
s m t phone.
ar
78%
I LOVE my
smartphone
Twitter: @sbermo
16. The Inbox is the new portal
The Fact s:
W hen do y ou check em l on your
ai
Q: s m t phone?
ar
( Based on t ext l ogs)
78%us e em l on t hei r
ai
s m t phone t o f i l t er
ar
i ncom ng com uni cat i ons .
i m
Frequency of Using Email
17. So now what?
1. Make an appointment with your emails, and
use time sensitivity
2. Use the weekends
3. Give your customer something to do
4. Link only to mobile friendly pages in email
5. Include enough content or links to encourage
multiple clicks per email
Hinweis der Redaktion
To start with the general market, it is clear that today is the mobile inflection point.
And what we found out is that moms are actually more mobile than the rest of us. We asked moms and the general population if they have a smartphone. While 50% of the general population responded that yes, they have a smartphone, 59% of moms told us they have one. That makes moms 18% more likely to own a smartphone than the average. Like I said, when we started our research, we were not sure if moms would over-index on smartphones, but it is clear that moms are driving smartphone adoption curve.
Thatâs why becoming a mom is a trigger for mobile adoption. She needs mobile to get it all done, to fulfill all her motherhood roles. It becomes what we call the âremote for her lifeâ. Thatâs why not only did 53% actually BUY their smartphone as a result of getting pregnant or becoming a mom but when we asked her what phone features were important to her before, and then after, she became a mom, we saw that EVERY feature of her phone became more imporant to her. But the twist is that not only did everything become more important to her, but the rank order of which features are the most important changed drastically. Before, Contacts and text were most important, and camera was #9. Now, Camera is #1, and apps grew 67% to #3 â apps werenât even on her list before.
And the reason its so important is that it is literally attached to her hip (in her handbag anyway). Itâs the remote for her life, and she can have it with her at every moment of the day. Hereâs a snapshot of how a mom from our ethnography text log used it throughout the day (pictures of a few of the ethnography moms are on the right). She wakes up and checks her email, she uses her GPS to get directions to the pool , takes a picture posts to Facebook, texting back and forth with her babysitter, when she gets home she uses the Pandora app to put her child down for bed, and before she goes to bed checks her email again, then the weather to get ready for the next day. Her smartphone literally moves with her and helps her capitalize on every second of the day to get all of her jobs done.
So we know that moms are 18% more likely to own a smartphone, it helps her get her jobs done, itâs portable and moves with her rhythm, itâs her helping hand, itâs efficient, itâs fun and helps her relax. All of this makes motherhood a gateway to a mobile addiction - 51% have told us âI am "addicted" to my smartphoneâ and 78% say they L-O-V-E in all caps, love their smartphone. Thatâs why when we asked moms to describe the way she feels about her smartphone. She feels social, she feels fun, she feels cool happy and engaged. Additional statistics: 67% canât imagine going a week without it. 71% say their smartphone has changed their life. 68% agree that if they lost or broke their smartphone theyâd feel panicky. 69% say their smartphone makes them happy. 45% their smartphone decreases their stress levels.
So our last chapter is about how to reach mom in a mobile environment. When you hand a mom a smartphone, youâve given her a while new media channel.
Make an appointment: people donât use their calendars; they rely on email to prompt them; smartphones make problem solving possible with email Mobile friendly links: If you donât have a mobile site, two-column max on pages Include enough content: users are opening the same emails multiple times and clicking each time
