subject: Parents And Mobile Marketing [print this page] Parents with young children are a mobile marketing cash cow, a rarely thought of niche where marketers can successfully target aggressively. With many young families embracing the mobility of smartphones, tablets and the app revolution currently taking place, parents are beginning to change how they shop. 55 percent of parents with young children age 5 or under are likely to sign up for an app letting them search offers. 59 percent would use an app that lets a consumer search for nearby offers and 38 percent are likely to sign up for offers sent directly to their phones. When taking into account that over 75 percent of the parents of young children own smartphones...that's a lot of Mobile Marketing targets.
Parents are starting to use their phones to make their lives easier, being three times as likely as a non-parent to make a purchase via text message alone. They use GPS to find retailers, get text alerts notifying them of great deals, make online purchases and use apps to search for deals. Marketing programs can take advantage of the purchasing ability of tech-savvy parents by tailoring them to parents needs and interests. The immediacy and ease of use young parents require should not be overlooked. For example, a parent is rushing through the store with an unhappy, screaming toddler in the shopping cart and running late to pick up the older sibling at after school care. While in line waiting for checkout, he notices a QR (Quick Response) code on the package of diapers he's ready to pay for. Scanning the QR code on the package of diapers and he automatically gets an instant coupon for 15 percent off his purchase. Also, he'll receive an instant message later for additional savings on other branded products.
Adults living with children are generally twice as promotionally promiscuous as adults who don't have kids. This is important because it means they are more likely to use Mobile Marketing Solutions such as coupons, discounts and daily deals. 36 percent of all parents have a keen interest in online coupons, a dramatic difference from the 18 percent without children. Statistically more of these deal seekers are women than men with 28 percent of women age 35-55 using available mobile marketing programs versus only 22 percent of men.
And it isn't just merchandisers and retail sales attracting young parents. Many schools and school districts now have the ability to send parents instant notifications about their students: anything from a sick child to a cancelled after-school meeting to emergency situations. This isn't just convenient and safe it's good public relations (i.e. school marketing) in an age of ever-changing and adapting technology. It only makes sense for retailers and manufacturers to team with districts and teachers for opportunity, which is just what Proctor and Gamble have done with TeacherLists.com, a mobile-accessible website where parents and teachers can interact and communicate about school supplies and teacher wish lists.
As marketers adjust to meet the demands of a young, tech-savvy generation of new parents, it's important to consider all angles of attack!
by: Emmanuel Gonnet
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