Razorfish’s Terri Walter delivered a keynote about digital moms, which was related to the recently well-publicized “Digital Mom” study from Razorfish and CafeMom. She referenced findings showing how email marketing impacts purchase-making decisions â€" known as "the purchase funnel" -- among the moms surveyed. “The gap is closing between TV and digital channels in creating initial awareness of a product,” Walter said, citing the report. The report found Web sites, search engines and “friends/family, along with social influence channels and magazines are more widely used and trusted for researching/learning than any other sources.” Some 94% of digital …

Let the record reflect that I'm beyond jealous of all of you at MediaPost's Email and Search Insider Summits. Yeah yeah the location is great, but I KNOW the conversations are better. Now, because both summits butt up against each other and we're using Twitter to help connect you all and disperse any important info, I can see how it could get a little confusing. Well stop it - stop overthinking, it's easy. Ready? Email Insider Summit is NOW. Follow twitter.com/mediapostlive for official event notification, tag your own tweets with #MPEIS, and see what everyone else is saying by …

A panelist in a discussion about female digital behavior offered perhaps a microcosm about how important Internet usage has become for busy mothers. A Florida teacher said her first instinct when she comes home at night is to put in dinner and then hit the Web as it cooks. But over time, she has tempered that, as her kids offered some resistance. So, she has declared a block of time later in the evening as "Mommy and Daddy time," which she uses for Web surfing. “I have tried to make 9 o'clock my time.” But times have …

A panel of female consumers offering insight into their digital behavior were asked how much email subject lines affect their interest in opening a promotional message. Some responses: -A panelist says "it's very important," so long as it says something specific about an offer. She added if she is not familiar with the marketer sending the email, she is nervous about the threat of a virus that could result from opening it. -"I would say the subject line is the most important thing," said another panelist. -A third response: "It gives you an idea how pressing …

Razorfish’s Terri Walter is providing some added information about the Razorfish/Café Moms’ well-publicized “Digital Moms” report. She plans to offer some insight on how moms are changing purchase behavior as the length of time between consideration and actual purchase becomes longer due to the changing economy. Moms are CEOs of the household and social media has been an application that has “transformed her world,” Walter said. The study looked to get a sense of how moms are using social media. Walter says digital moms â€" for the study, they are described as those active in the online space …

The Insider Summit has kicked off with returning emcee Razorfish's David Baker opening framing of the next few days. He says the event is no longer about just email, but also web analytics/CRM and other issues. He asked for first-time attendees to raise their hands and it appeared to be the bulk of the room.

We have located an iPhone app naysayer! Jim McDonnell, marketing manager for emerging channels at Papa John's, which launched its own iPhone app late last year for placing orders and finding local restaurants and directions. "So far, we still haven't seen anything that delivers as well for us as display advertising," said McDonnell. He added Papa John's decided to launch an iPhone app because so many marketing and tech companies approached them about doing it, and so many other marketers were doing it. And don't expect Papa John's to have an app in any of the new app stores …

Much talk on the afternoon mobile search panel is focusing on some of the alternate ways to search information on mobile whether Twitter, crowdsourcing, Cha Cha, Ardvaark and voice search, with each offering potentially more local or relevant results than traditional desktop search. AOL's Farhan Memon explained how a Twitter query to friends about good places to stay in Jamaica brought back one reply from Half Moon resort in Montego, with a promotional offer. 360i's David Berkowitz shared his own Twitter revelation, about finding poplular local bars and restaurants while at SXSW conference in Austin through a Twitter search instead …

What really makes mobile media so interesting for marketers? “It’s the immediacy,” says Brandon Lucas, Senior Director of Business Development at MySpace Mobile. “It’s the ability to update from moment to moment” -- and particularly with information that’s extremely time sensitive. “Immediacy and utility,” says Neal Shenoy, Managing Partner, [212] Media, making the point that mobile devices going with consumers everywhere, and can easily serve as ready sources of information from directions to news updates. Also, according to Sabine Irrgang, COO and co-founder of GoFresh/itsmy, the mobile web isn’t nearly as established / colonized as the “traditional” …

MySpace's Brandon Lucas said the company is trying to figure out how to extend its HyperTargeting program to the mobile space. That service allows advertisers to target messages very narrowly. Lucas, a beach volleyball player, for instance, says he gets ads for beach volleyball lessons on MySpace. Extending that program to mobile would make sense so users might see relevant ads to act onwhen they're out and about. So the next time your playing beach volleyball, you can get a lesson on the spot!