When you consider the sheer size, buying power and mobile adoption rates of moms, that's a game-changer for brands looking to connect with them.
The Baby Center report noted that after a woman becomes a mom, the most important smartphone features are, in order, the camera, the video, then apps. According to an article in the Boston Globe, the app market will continue to boom. "There are already more than 300,000 apps.... The number of downloads is expected to hit 76.9 billion worldwide in 2014."
The decennary study by the U.S. government is a gold mine of information for marketers. It's not always easy to figure out exactly what all these great facts about moms mean, but ignore this resource at your own risk!
The Procter & Gamble campaign succeeds because it is appropriate and authentic -- a combination that works with all marketing-to-mom messaging. Taking a page out of the P&G handbook, here is how your brand can create an authentic environment.
There are some apps that, after I loaded, set up accounts and organized my information; I wished I could apply for the time rebate. Complete wastes of the time that they were supposed to save me. My favorite "bad app" is for grocery shopping that I downloaded under the premise of "saving money and time." It seemed good on paper, easy to use, barcode scanner, price checker, calorie information. Easy and useful? Bah, humbug.