Winning MOMentum jan 2013

Greetings from the Global Mom HEC team!

Over the past year, we have steeped ourselves in Mom learning, combed through insights and listened to what

Moms are buzzing about. Moms are the queens of the household—as influencer, gatekeeper, shopper and key

decision maker. All activities and decisions start with her. For many brands, winning Mom is key to brand

momentum. In recognition of Mom’s centricity to all experiences relating to family and home, we wanted to kick off

this new year by sharing some fresh thinking and insights about what matters most to her.

Towards the end of 2012, we asked several Mom experts in key global markets to provide their perspective on local

Moms. The same three questions were sent out to network strategists in each market. By weaving in local market

threads with each market in its own voice, we hope to share a tapestry of global Moms. What follows is a rich

market-level view that, taken together, layers into a portrait of Moms around the world. In addition to strategist

perspectives, we tapped our global community of Moms to talk to us about what’s on their mind and pulled together

some key stats on why Mom’s voice is an important one for your brand and target.

Read on for a point-in-time view of Moms around the world.

MOMentum Winning

CONTENTS CONTENTS

Argentina 3-4

China 5-6

Colombia 7-8

France 9-10

India 11-12

Mexico 13-14

Russia 15-16

UK 17-18

US 19-20

ARGENTINA PERSPECTIVE

16 / 7 # of mobile apps /

# actually used2

57% Listen to music on

their phone2

24% Own a smartphone1

Making kids protagonists in their

communities and encouraging

environmental consciousness are

meaningful connection points with

Argentinean Moms.

Mondeléz International’s “Tang

Bicibus” campaign featured the

achievement of all the kids who

participated in the drink package

recycling program that was

developed by Tang and TerraCycle

in 2011.

This unique recycling program is

still running and has generated

around 1.700 “Brigadas Tang” –

self-organized teams of children,

family and school groups. Across

the country, these Brigadas Tang

collected 2.5000.000 packages

that will be recycled into new,

eco-friendly products.

Tang and TerraCycle committed to

donating 10 Centavos per package

to each ONG or public school that

the teams chose, resulting in

250.000 pesos for institutions

across Argentina to date.

Written by:

Maria Yahari

Franziska Matthay

3

1 RCR Wireless. May 2012; 2 Google’s Our Mobile Planet study, 2012

Watch the Tang Bicibus campaign: http://bit.ly/W1cLXy and check out Nannying.net: http://bit.ly/X8ZSJR

MOM-LOVED CAMPAIGNS In 2012, which brand campaign

resonated most with Moms?

GET MOMS TALKING Who or what got Moms buzzing

during 2012?

HEY, WATCH THIS! What’s an interesting mobile or

social app to watch with Moms?

YOU HEARD IT HERE FIRST How can mobile phones be

reimagined to make lives easier?

Features that would make the

shopping process easier, would

provide immediate improvement

for Argentinean Moms. Moms

are passionate about finding

offers, mobile payment options

and shopping list enhancement

solutions:

“…an app that would recognize the product by taking a picture of it and automatically put it onto my shopping list. I lose

a lot of time working out my hand-written or

manual lists”

Moms are also intrigued by

potential mobile phone usage

amplifications such as using the

device as a remote control for her

TV and all other household

appliances. In the future, she

could see herself controlling and

connecting to her car using her

mobile phone.

Preparing children for a more

successful economic future is getting

much focus by Argentinean Moms.

Argentina is currently undergoing a

critical economic situation. High

inflation has been and still is a huge

issue.

Moms see themselves affected daily

when planning and managing

budgets to sustain the family’s basic

needs. Lower spending power

increases Mom’s desire to guarantee

educational success for her kids. At

the same time, it lowers her ability

to do so.

Public school is perceived to be low

quality, but is more accessible for

many Argentinean families Private

education and the continual demand

for child development and

enrichment activities are costly.

With a rise in working parents, the

earlier childcare need is another

expensive investment. These have

become core topics and concerns

among Moms who seek to prepare

their kids for a more demanding

future against economic challenges.

In 2012, two Argentinean business

women launched their start up

project “Nannying.net”.

This new social network seeks to

connect working Moms with

nannies more professionally. This

concept already exists in countries

like the US, but it is still is an

untapped territory in South

America .

With a growing number of working

women and more needs for support

resources for working Moms, this

has been an under-estimated

opportunity until now.

The social community seeks

bringing effectiveness and

transparency into the emerging

childcare decisions in Argentina.

We are curious to see how this

will be adopted over the year.

http://bit.ly/W1cLXy

http://bit.ly/X8ZSJR

MOMS TALK BACK

"El Raton

Perez"

Argentina’s version

of the tooth fairy5

91% of Argentina’s

online population

on Facebook4

4 Comscore, 2012; 5 countryreports.org, 2012; 6 SMG Moms MIC / Pulse Netnography

Image credit: Dan Heller’s Tumblr: http://bit.ly/13w7GL2

Family budgets are not plentiful,

nor does money stretch far in

Argentina.

Argentinean Moms would be

motivated to shop more online if

it was the most cost effective

channel. They will go where the

best deals are to be found.

“…in our country, our family’s budget must be more “productive,” our

money is very devalued”

SMG Mom Community

Local Mom maestro:

Franziska Matthay

Moms HEC, LatAm

4

WHAT’S THIS ABOUT? A direct pathway into Mom’s mind

As Mom detectives, we used

netnography and chatted up the

Moms in our proprietary online

community to give you some point-

in-time clues about the mysterious

inner workings of the motherhood.

You may think you know Mom, but

some common assumptions may be

red herrings…

THE FINAL WORD Random musings from the mouth

of Moms.6

SHOPPING MIGRATION Argentinean Moms look to shop

the most budget-effective way.6

Involved Parenting

There is a desire for resources

that help parents teach their

children ethics, social and

environmental consciousness.

Moms want to help identify their

children’s talents and provide

them with tools and resources

needed to foster and build those

talents.

Parents have increased need to

connect with their children to

build life skills that will enable

development of desired values,

work ethic and self-sufficiency.

On whether a tablet is worth the

investment:

“It does not replace a computer, but it does go

where the computer cannot. Sometimes I like to spend

the day outdoors. This allows me to relax. As long as I have mobile internet,

with a tablet it is possible to get work done from

anywhere.”

On Moms being friends with

teenage children:

“Moms have to set boundaries and limits are

part of that education. Sometimes

teenagers do not understand, but as

happened with us, the effort is appreciated with age.”

Given the country’s economic

uncertainty, Argentinean Moms feel

increasing pressure to do what they

can to make their child’s future more

secure.

There are opportunities to help and

support Mom’s efforts. To improve

her child’s future, she will take

action in three core areas:

Financial Management

Moms need to manage budgets

closely and find more ways to save

money. Additionally, there is a need

to protect and diversify family

income sources to guarantee funds

for good education.

Technology

Moms know that being tech savvy is

critical for future success. This

makes them more open to equipping

their children with emerging

technology and devices. It also

makes them more eager to learn

themselves.

FUTURES BEGIN TODAY Opportunities to support Mom’s

work to secure her child’s future. 6

http://bit.ly/13w7GL2

CHINA PERSPECTIVE

19 / 8 # of apps on phone

/ # actually used2

33% smartphone

penetration in

China2

59% of the population

with internet

access1

A video that resonated greatly among

Chinese Moms was not a product

or brand campaign, but rather an

amateur-produced ‘public service

advertisement’ about family. It got

many views on Sohu, a Chinese

internet video platform similar to

Youtube. In China, PSAs videos

share a personal point of view about

themes valued by the Chinese.

The video was produced by a recent

college graduate as a way to publicly

recognize and honor his mother. In

the video, the young man tells about

how he came from a poor family.

His father passed away when he

was young, so his mother raised him

alone. He expressed gratitude for

his mother’s sacrifice to provide him

with an education that meant more

and better options for his life.

The video story demonstrated his

love and respect for his mother and

also how mothers sacrifice for their

families and children. Public shows

of emotion and acknowledgment are

rare in China, and Moms were deeply

touched by his story and his gratitude.

for yourself

Among Chinese Moms there is

ongoing debate about whether it is

better for a working mom to leave her

job to stay home with her baby or

leave the child with the grandparents.

Most Chinese women go back to

work after having a child, leaving

a void at home. As a result,

grandparents have stepped in and are

increasingly becoming primary

caretakers of their grandchildren.

Some middle class parents hire a full

time nanny to take care of the baby

while they work. However, there are

many parents who don’t have the

resources to do so or who are

unwillingly to hire a stranger to be

their child’s primary caregiver.

Grandparents may have not recently

practiced parenting skills or may have

a style the mother does not want for

her child. Different generational

parenting styles have led to clashes.

Moms are struggling with what to do.

Should they leave the child to their

parents or quit their job to take care

of their children themselves?

5

Written by:

Cherry Tan

Silver Duo

1 eMarketer, May 2012; 2 Google’s Our Mobile Planet study, 2012

Watch the Mom PSA: http://bit.ly/W4Yadi

Microblogging sites are successful

among the Chinese, including

Moms. Only four years old, there

are 400MM active Weibo accounts.

Weibo has fostered development of

online communities around shared

interests and facilitates self-

expression. This may not be unique

in the Western world, but it is a

gamechanger for China.

On Weibo, you’ll find Chinese moms

congregating and connecting.

Weibo has become the primary

source of real-time, local

‘uncensored’ thoughts, perspective

and news. Moms share interests,

advice and resources in an open

exchange in a way they could not

before. Popular recent topics have

included conversations about love

and romance, parenting strategies

and challenges, dealing with aging

parents, local government and more.

Over 22% of the online Chinese

population uses Weibo as their

primary connection platform. Usage

remains a huge opportunity area for

communication with brand fans and

prospects and will evolve over time.




during 2012?





Like their global counterparts, the

mobile phone has become an

essential and indispensable tool

for Chinese Moms. Recently,

Chinese Moms were asked to

reimagine mobile phones to be

even more convenient and useful

for everyday Mom use.

Many of their ideas for a mobile

phone designed with Mom in

mind included voice recognition

and artificial intelligence.

Sometimes, Mom don’t have a

free hand to use her phone. What

if the phone could recognize and

respond to Mom’s voice

commands?

What if Mom’s ‘smartphone’

actually had some artificial

intelligence?

As Mom used her phone, it would

‘learn’ her desires, understand her

needs and ‘predict’ how to meet

them. The phone could give her

personalized reminders and

suggestions transforming it from a

functional tool to a mind-reader.

MOMS TALK BACK

For Chinese Moms, online buying

would increase if there was lower

perceived risk. To shift more spend

online, Chinese Moms need more

guarantees.

Like Moms in other markets, Chinese

Moms are also concerned about price

competitiveness, payment security,

on-time delivery and return options.

However, unlike other markets,

Chinese Moms are particularly

sensitive to guarantees about product

quality and service commitments.

China struggles with counterfeits, so

Chinese moms need online

guarantees of product authenticity to

protect them from fakes and

unreliable goods or sellers. They

want to be reassured about merchant

dependability as well as post-sale

service commitment.

While the online market provides

access to more choices, it also

opens the door for shady sellers and

questionable goods. Guarantees

would help safeguard the online

shopping experience and provide

greater buyer reassurance for Moms.

When it comes to technology,

Chinese Moms embrace change and

innovation. In fact, they demand it.

When Moms think about how

technology will be enhancing their

lives in the future, they imagine

technology embedded into their

homes and home products.

To Chinese Moms, technology will

be so accessible that it will be

integrated into every facet of their

daily lives. Moms envision this as

the way of the future.

Chinese Moms dream of living with

technology such as 3D TVs. Remote

controlled cameras for setting up the

perfect shot and even smart robots

that will do household chores like

cleaning and laundry to Mom’s

exacting specifications.

Moms also envision shape-shifting

portable technology to meet

changing environmental needs. For

example, maybe there is a ‘laptab’

that at home takes the shape of a

laptop and when mobile changes

into a tablet.

6

3 Social Bakers China, 2012; 4 factsanddetails.com/china 5 SMG Mom Community / Pulse Netnography; 6 fluentu.com

< 1 % of Chinese on

Facebook3

KNITTING What ‘tweeting’ is

called on weibo

microblogs4

SMG Mom Community

Local Mom maestro:

Cherry Tan

Moms HEC, China


THE FINAL WORD Random musings from the

mouth of Moms.6

SHOPPING MIGRATION Chinese Moms want online

shopping to carry less risk.5

UNGATED CONTENT Chinese Moms value content

channels with fewer restrictions.5








some common assumptions may

be red herrings…

THE WIRED HOME Chinese Moms envision tech-

enhanced living. 5

Video is an important media format

for Chinese Moms. For video, Moms

overwhelmingly prefer watching

online rather than on TVs.

For the Chinese who have struggled

with censorship and restricted access

to content, the online channel seems

a less restrictive option.

Online access is real-time, without

commercial interruptions and can be

shared via Weibo. There is much

more on-demand control and access

to a broader and less censored

content.

One of 2012’s hottest Weibo topics

was completing the prompt ‘My

Mom is always saying.’ This

received hundreds of responses

that showcased the perspective

and advice commonly given by

Chinese mothers.

Based on volumes of pasts, some

of the most ‘familiar’ sayings of

Chinese Moms include:

“Youth these days don’t know

how to “eat bitter.” If you enjoy life too much as a

youth, your older years will be harder. “

“Good fortune in life is not to meet the best person, but to meet the person who will be accompany you into old age.”

And of course, popular questions

asked by Moms around the world:

“Why haven’t you found work yet? You have no boyfriend!

When are you going to get married?”

COLOMBIA PERSPECTIVE

The detergent “Ace” has a relatively

low penetration rate in the

Colombian market. However, the

brand created attention this year by

launching a campaign that

challenged typical detergent

marketing.

The protagonist mom – a famous

Colombian actress and comedian –

finds a maltreated bra that once was

white, but is now gray in his young

adult son’s room. The mom

confronts her son’s girlfriend

without knowing that the bra is not

hers. It actually belongs to one of

her son’s five other lovers, one of

whom is a famous Colombian

model.

The spot is the trailer of a mystery

amplified throughout multiple media

vehicles including social.

Consumers are asked to figure out

the answer to “Whose maltreated,

gray bra is this?”

This humorous and non-

conventional detergent brand

campaign was very engaging to

Colombian Moms. It resonated due

to the well-chosen local celebrity

and the fresh portrayal of an

“irreverent” Mom hero.

It also connected meaningfully

through the authenticity of Moms

confronting their child’s

transformation from adolescence to

young adulthood in a market where

it’s very common for kids to live

more years in their parents’ home.

The Olympic Games touched

Colombian Moms this year

especially due to the achievements

of female Colombian cyclist

Mariana Pajón.

She won her first and the country’s

second gold medal in its entire

Olympic history.

The Colombian Government even

awarded her the “Orden de

Boyacá”, a highly honorific medal

for outstanding services to the

homeland.

It will be interesting to see how

Moms adopt and use Instagram.

We expect this app to become

increasingly popular among Moms

throughout the year.

With a growth of high-res, camera-

equipped smartphones and the

growing popularity of mobile

operating systems such as iOS and

Android, Instagram has become an

attractive mobile application.

Instagram is closely approaching the

country’s top 10 most downloaded

mobile applications.

Since ‘Mamarazzis’ are tremendously

keen on taking pictures of their

children and documented family

moments, we believe that this app

will revolutionize Moms’ ability to

photograph, document and share her

favorite experiences.

Written by:

Pilar Tinjaca

Franziska Matthay

7

$6,100 Average annual

income in US

dollars2

54% Of the population

has internet

access1

1 Internet World Stats, 2012; 2 World Bank, 2012; 3 La Razon, 2011; 4 SMG Moms MIC / Pulse Netnography

Watch the Ace campaign: http://bit.ly/ZQy6DR and also here: http://bit.ly/ZQy8vd

88% of Colombians have

a mobile phone3




during 2012?




reimagined to make lives easier?4

Colombian Moms have an interest

in voice recognition. This would

allow Mom to control her phone

while her hands are occupied.

Mom could speak to her phone and

have it respond to her to locate it at

the bottom of her handbag.

In addition to being convenient,

voice recognition could also

simplify device usage. Mom could

bypass lengthy or complicated

phone menus by saying aloud what

she wants the phone to do. Voice

recognition would even help avoid

fraud by recognizing and

authenticating her voice when

Mom accesses her phone.

Security is quite an issue in recent

years, especially in Bogotá, with

increasing cell phone robbery

cases. Comments by MIC Moms

reflect this current concern:

“Devices should look differently to be easier to camouflage the

phone and avoid robbery. It should also have an integrated alarm system to surprise and

frighten the thieves.”

http://bit.ly/ZQy6DR

MOMS TALK BACK

Significant distrust hinders Moms

from doing more shopping online.

Based on warnings about the safety

of online payments, Moms remain

cautious and hesitant.

Rampant data theft and payment

fraud is suspected. There is also a

predisposition towards vendor

mistrust with Moms questioning

whether they will actually receive

what has been sold to them.

“…I must be completely confident that the sites have

measures to avoid abuse”

Moms are increasingly faced with

challenges to balancing family and

work-life. As Colombian Moms

continue to become integrated into

the labour markets across the region,

they are faced with a shortage of

time and a growing number of

demands

To counter this, Moms plan to make

more time by reorganizing

themselves through work schedule

redefinitions, household assistant

contracting or home officing.

However, Moms are also thinking

about ways to engage differently

with their children. They are looking

for greater participation in their

children’s activities and interests.

Colombian Moms want to get more

involved in the their children’s world

and daily challenges, including their

education and career development.

SMG Mom Community

Local Mom maestro:

Franziska Matthay

Moms HEC, LatAm

8

89% of Colombia’s

online population

on Facebook5

5 Comscore, 2012; 6 SMG Moms MIC / Pulse Netnography

Image credits: YMCblog, babyzone.com

SHAKIRA is the reigning fan

favorite on

Facebook5

In spite of concerns about theft,

fraud and security, Moms still

highly desire technological

devices.

Like other areas of the world,

personal portable technology such

as tablets and smartphones are

desired by Colombian Moms also.

However, there is also a desire

for high tech family entertainment

at home. Next-generation TVs

are hot items for the Mom set.



mouth of Moms.6

SHOPPING MIGRATION Colombian Moms have concerns

about online shopping.6

FUTURES BEGIN TODAY Opportunities to support Mom’s

work to secure her child’s future.6









be red herrings…

THE HOT LIST Security concerns aside, Moms

still want the latest and greatest.6

On what Mom won’t leave home

without:

“I do not go anywhere without my lipstick, a

small vial of perfume, a hair brush and my

sunglasses .”

On strategies for sticking to a

budget:

“Imagine being a single Mom. It’s a little difficult,

but I think the basis of success is organization. Nothing is impossible,

but I have to distinguish what are priorities.

I purchase for quality, not quantity so that I have fewer things, but better. Doing like this has been

what works for me.”

FRANCE PERSPECTIVE

1,153,157 Views of Nestle’s

campaign to date2

France offers the

WORLD’S

BEST maternity benefits1

In France the one that is our

favorite is the Nestle Guigoz

campaign “Let’s talk Baby”. It was

impactful among Moms and

gathered many positive reactions.

The strength of the campaign was

the focus on babies and what they

think when we talk to them. In a

very funny way, we were put in

the babies’ heads realizing what

they think when we address them

with words that have no real

meaning. This commercial

featured clever insight into how

people talk to babies. The

emotional appeal connected with

Moms.

The brand also developed a fully

integrated campaign with an OOH

plan inviting people to scan QR

codes and discover online what

babies were saying.

In reaction to the “Mommy Wars”

in the US, 2012 was full of press

articles focusing on the parenting

style controversy.

Maman in the City Is an

application winking at Carrie

Bradshaw and the Sex and the City

phenomenon.

This iPhone and iPad application is

dedicated to our urban and busy

Moms who want to remain aware

and on top.

The application allows Moms to

easily find a baby-sitter, a trendy

evening party or leisure ideas and

information. The biggest cities in

France are involved: Lyon,

Marseille, Paris, Lille, Nantes,

Strasbourg, Bordeaux, Toulouse

and Nice.

This application perfectly

resonates with our French

interests: how to combine a

mother and a woman’s life, how to

gain more time to do everything

they want and how to use

technology - especially

smartphones - to be always more

efficient.

Written by:

Julie Devinant

9



1 TheBump.com; 2 YouTube

Watch Nestle Guigoz’s campaign: http://bit.ly/VGpH7G

*For a French perspective on the Mommy Wars, contact Julie and team.


during 2012?



YOU HEARD IT HERE FIRST What will Moms be doing more of

in social or mobile this year?

The 2012 book written by Pamela

Druckerman “Bringing Up Bebe: One American Mother Discovers the Wisdom of French Parenting» was a little bomb that triggered

even more articles and front pages.

Even if most of our Moms

remained spectators of this

controversy, it has been the biggest

Mommy noise in our French press.

The uproar led to our effort to

better understand what it is to be a

French Mom in 2012. We

conducted an investigation which

led us to develop a unique French

perspective on the Mommy Wars*

A quantitative study recently

conducted by the French Moms

team on Moms and mobile usage

found that French Moms use their

mobile phones and tablets

differently.

Mobile phones are used much

more practically for in-the-moment

communication and immediate

information access. Nearly 60% of

French Moms use their mobile

phones primarily to call peers.

Popular mobile apps supported the

use of the mobile for immediacy

and expedient information access.

GPS/maps, locator, banking and

news apps continue to be most

popular.

In contrast, Mom’s tablet usage is

much more around passion points

and deep-dive information hunting

when time is less of an issue.

There is great opportunity for

Mom-interest apps for tablet

users. Use of social features is

more of an emphasis for tablets as

French Moms love to share tips

and discoveries with the French

mommysphere.

http://bit.ly/VGpH7G

MOMS TALK BACK

2 out of 3 French children of

working parents are

cared for a nanny3

60% of mothers with

young children

return to work3

3 Insee, 2011; 4 SMG Moms MIC / Pulse Netnography

French Moms see online shopping

as offering greater convenience,

but not their preferred way to

shop.

Over half of French Moms prefer to

shop in-store.

Online shopping offers high tech

for routinized purchases. But, for

high touch purchases, the sensory

pleasures of the Parisian shopping

experience that a store provides is

impossible to replicate through

technology.

French children are entranced by

things that engage their imagination,

their senses and enable them to

express themselves.

Xoomy, a toddler tablet was a

popular holiday request. Other

popular toys include board games

such as Mastermind and Monopoly,

and Playmobil sets.

Art supplies that facilitate creativity

are also desired. While girls remain

drawn to makeup palettes, boys are

drawn to the pleasure of sweets

and chocolates.

SMG Mom Community

Local Mom maestro:

Julie Devinant

Moms HEC, France

10

2013 RESOLUTIONS French Moms look to self-

improvement with benefits.4

Though it may vary from the

perspective of native French Moms,

experience the inimitable magic

of the Parisian experience through

the eyes of an ex-pat:

“Paris is one of the few major metropolitan centers that provides a much needed respite from the “race.”

It’s a place to catch one’s breath long enough to properly look outward (and inward), interpret and express.

In a world where doing and achieving seem to have overtaken all else, Paris remains a city devoted to ideas, discussion and the pleasures linked to the senses, rather than to material things.

“Philosopher” is still a recognized and accepted job description here.”

- HIPPARIS Mom blog










red herrings…

SHOPPING PREFERENCES Online may be easier, but strolling

the stores remains preferred.4


mouth of Moms.4

THE HOT LIST Tactile, self-expressive items are

popular among French children. 4

French Moms are family-focused when

it comes to personal goals for 2013.

They are looking for ways to improve

the emotional and economic health of

their families. Summing up the 2013

resolution theme of Moms:

“I will get a new job and be a better wife and Mum.”

On how the French pregnancy

experience compares to other

European countries:

“They treat expectant Mums like

treasures here.”

On favorite foods:

“I am French so for me it is the general pastry or

the gratins.”

On where French Moms love

to vacation:

“The Mauritius Islands - simply amazing. The

landscape, the food, the people...everything was

wonderful !”

“I love London, best shopping experience

ever.”

http://www.youtube.com/watch?v=EtI6GnMFacQ

INDIA PERSPECTIVE

In India, a brand that definitely has

left a mark on moms of multiple

generations is ‘Woodward’s Gripe

Water.’ When a baby is upset,

everyone around is unhappy. Gripe

Water is a product developed to

relieve gas and soothe crying babies.

It has been an integral part of mothers’

lives for over 100 years.

Brand messaging features the product

rescuing upset mothers who cannot

stop their baby’s crying from irritating

all those around. Soothing the baby

soothes everyone. In 2012, advertising

played on a heritage of success, but has

shifted to present the product as the

solution for children having any trouble.

Nearly all Indian Moms have an

emotional connection with the product.

Product use has been passed down

over generations. Recently, my sister

had a baby. My mother and my sister’s

in-laws separately flew from India to

the US to help her with the baby.

Both carried a fair supply of

Woodward’s Gripe Water for my niece

as it was used on my sister when

she was a baby. The brand continues

to be ingrained with Indian mothers.

Written by:

Aarti Bharadwaj

Gautham Ram Pingali

Sujata Dwibedy

Sulina Menon

11

SAMSUNG Is the top-selling

mobile brand in

India2

37% of the Indian

population owns a

smartphone1

1 eMarketer, May 2012; 2 India Times, 2012

Watch the Woodward’s Gripe Water spots: http://bit.ly/X94obr and also http://bit.ly/VbJaMy

Image credit: SMG Moms MIC




during 2012?





The Olympics fueled many

conversations among and about

Moms this summer. Given exposure

and visibility through P&G’s

Olympics TV campaign, Moms were

both involved in and the subject of

conversations this year.

One inspiring Mom who generated

much discussion and inspiration

was Mary Kom. Mary Kom is a

female Indian boxer. She is a five-

time World Boxing Champion. The

only Indian woman boxer to have

qualified for the Olympics, she won

the bronze.

The fact that she has succeeded in a

physically-demanding and

traditionally male sport while a

mother of two is an inspiring

example for many Indian mothers.

Not only does it illustrate that girls

and women can succeed on a

different playing field, but it inspires

working Indian women who are

often forced to chose between

career and kids. This summer,

Mary Kom gave Indian Moms a lot

to talk about.

The NDTV Cooks mobile application

will become increasingly popular

among working Indian Moms with

the need to manage household meal

planning and preparation.

For Moms who would love to churn

up food that the family would love,

without having to waste time

finding a recipe, this app is apt. It

catalogs hundreds of recipes from

leading Indian chefs with detail

about how to prepare them at home.

For working Moms who do not have

time to cook, the app also enables

searching for restaurants by cuisine,

location, special offers or reviews.

Moms can even place restaurant

orders from within the application,

selecting individual menu items and

scheduling pick-up or home delivery.

Currently, the application provides

coverage in four major Indian cities,

but due to popularity is expanding to

eight more within this year.

We expect there may some

mobile apps developed to help

mothers to better keep in touch

with their children during the

school day without being too

intrusive.

Between the two cases in

Norway which have been flashed

across media and the US school

shooting in Connecticut, Indian

parents are rethinking how and to

what extent they communicate

with and monitor their children.

Another growing concern among

Indian Moms is the safety of

children while commuting to and

from school, as well as during the

school day itself. Keeping

children safe and protected and

teaching them to protect

themselves is a growing concern.

http://bit.ly/X94obr

http://bit.ly/VbJaMy

MOMS TALK BACK

SMG Mom Community

12 3 Social Bakers India, 2012; 4 ComScore, 2010; 5 SMG Moms MIC / Pulse Netnography

1 in 3

Indian internet

users are women4

5% of the Indian

population is on

Facebook3



mouth of Moms.5

THE HOT LIST Portable personal technology is

popular among Moms.5









red herrings…

MOBILE REIMAGINED Increasing phone dependency may

conflict with focused family time.5

2013 RESOLUTIONS Indian Moms seek inner

tranquility.5

Indian Moms find themselves

conflicted about the deepening

integration of their mobile phones

into daily life.

Moms view their phones as

essential and enjoy them, yet there

is a nagging suspicion that the

technology can diminish focused

family time.

“The phone helps things to be done much faster. But it puts

pressure all the time to do even more. Sometimes, I feel I have

to steal time for my family.”

Indian Moms occasionally feel

overwhelmed by the constant din

and growing demands of

technology, family, work and

household pressures,

They seek feel more centered, to

seek a respite from the whirl of

pressures around them. See below

for how some Indian Moms intend

to reclaim tranquility this year.

More importantly, what can your

brand do or stop doing to help

them achieve it?

“…meditate more, talk less, lead a

more peaceful life.”

“…be less angry.”

“…spend more time with my daughter.”

“…spend more time with my daughter.”

Though they may come at a price,

Indian Moms remain entranced by

mobile devices. Increasingly they

are interested in technology that

facilitates experiences that mother

and child can enjoy together.

In India and like much of the rest

of the world, the technology

most-wanted by Moms and their

kids include:

• Tablets

• iPads and iPad Minis

• iPhones

• Nintendo Wii and Wii U

On how technology has impacted

childhood:

“Technology has made children lethargic. We

would walk 1-3 km without fuss. If my kids go to a

friend’s place they will not go walking. They will take a rikshaw or invite them to

chat on Face Book. “

On how it feels like today’s world is

less safe for children:

“Sometime I feel today there is no one whom I can

trust. I remember when I was a kid, I sometimes

played at my neighbour's home, when my mom was

out for some important work or just for a change. Today, I don't think I can leave my kids like that.”

Speaking of hot technology,

according to a 2012 study

conducted by Cartoon Network,

1 in 10 Indian kids have regular

access to a mobile phone.

MEXICO PERSPECTIVE

For Mexican Moms, Coca-Cola’s

fruit juice brand “Jugos del Valle”

campaign stood out. Designed to

strengthen the brand’s “the secret is

love” positioning, the campaign

charmed moms by taking an

unexpected approach.

Inspired by the positive effects of

showing love to somebody, the

brand featured a romantic ballad of

love sung by “Chayanne” – a

famous Puerto Rican male singer

well-known among and highly

appealing to Latin American

women. Instead of singing a song

of affection and gratitude to adoring

women viewers, Chayanne instead

sang to the orange trees that

produce the Jugos del Valle that he

loves.

The fresh approach, sweet idea and

the association of Chayanne with

love songs, helped Moms

emotionally connect to the

campaign. The song used was

already familiar to Mexican Moms

as it is part of one of the country’s

highest-rated telenovelas.

Rallying together against breast

cancer is an emotional cause for

many Mexican Moms. Men,

women and children unite in a

stand “against breast cancer.”

Breast cancer is highly relevant to

Moms who join together to spread

the movement.

Every year in October, many brands

sponsor highly visible and

publicized events and activities

that bring people together in support

of women’s health. This year the

initiative expanded to involve the

Mexican Soccer League. Teams

and referees committed to dress in

pink to increase awareness levels

and give visibility to the cause.

Two different social apps seem to

be capturing the interest and

attention of Mexican Moms.

Increasingly, more Moms are

attracted to social gaming.

Especially Zynga’s Farmville has

caught Moms’ attention. As

many Mexican Moms are already

actively connecting through

Facebook, embedded games such

as FarmVille enable them to play

games with their network of

friends in a social forum Moms

are already using.

The other app to watch this year

with Mexican Moms is Pinterest,

It has been a phenomenon in the

US and is moving to Latin

America. Mexico is one of the

leading adopting countries, with

Moms leading the way. Moms

already love connecting and

sharing – particularly with food,

friends and family. We are

excited to see how Moms use

Pinterest and are sure this will be

a fascinating platform for Moms

to experiment with in 2013.

Written by:

Andrea Lopez-Bancalari

Lourdes Hernandez

Franziska Matthay

13

18 / 8 # of apps on phone /

# actually used2

81% of smartphone

owners watch

online videos2

20% Own a smartphone1

1 RCR Wireless, May 2012; 2 Google’s Our Mobile Planet study, 2012

Enjoy some juicy action: http://bit.ly/VGqN3m




during 2012?





Mobile-enabled child safety

connection is of great interest to

Moms in Mexico. For many

Moms, “hyper-parenting” phone

features that would allow them

to better keep track of their kids

are an appealing area with

significant opportunity.

Adding age-appropriate controls

and features that improve Mom’s

ability to actively monitor her

child’s safety gives Mom a sense

of relief and reassurance.

“Ah! I would be to be able to connect my phone to our home surveillance

camera so that I could always see my children

when I am not with them and keep watch over them

from wherever I am. That would be great!”

http://bit.ly/VGqN3m

MOMS TALK BACK

Mexican Moms are selective about

assortment. When shopping, they

want variety and relevance.

Currently, online shopping doesn’t

seem to make selection of relevant

products easier for Moms. Moms

would shop online more often if

there was both selection variety and

filters to easily identify relevant

brands and products.

“…more product variety and better product descriptions.”

Everybody talks about and dreams

of tablets and this also resonates

among our Moms.

The tablet is the most aspirational

technology device. However,

Moms also strongly desire to

keep up with the latest mobile

phone technology. Both the

iPhone 5 and Android-operated

smartphones are popular wants.

The Mexican “ama de casa” may

soon be an artifact of the past.

Regionally, Mexico is still facing a

predominantly traditional of Moms as

housewife. But there is a noticeable

evolution underway to shift to a

more progressive view of Moms.

Mexican Moms themselves are

actually signaling a changing

self-perception that brands should

be taking note of.

In Mexico, Moms are transforming

into the role of modern professional

women. Increasingly, modern Moms

do not want to be seen as a

dependent caretaker and homemaker.

Instead, they are evolving towards a

more independent definition of what

it means to be a mother. Moms are

becoming more engaged, creative,

self-expressive and technology savvy.

The desire to move beyond Mexico’s

more culturally traditional perception

of ‘Mom’ will have a profound

impact on her motivations, shopping

behaviours and lifestyle expressions.

14

SMG Mom Community

Local Mom maestro:

Franziska Matthay

Moms HEC, LatAm

MANA

Is the reigning fan

favorite on

Facebook4

90% of Mexico’s online

population on

Facebook4

4 Comscore, 2012; 5 SMG Moms MIC / Pulse Netnography

Image credit: @kathieg



mouth of Moms.5

SHOPPING MIGRATION A relevant product assortment is

key for Mexican Moms.5

FUTURES BEGIN TODAY The traditional view of Mom as

housewife is becoming history. 5









be red herrings…

THE HOT LIST Among Mexican Moms, the tablet

reigns supreme.5

On the responsibility of parenting

a teenager:

“Both the future and the present of our teenagers is our responsibility and

we must always clear and direct them to advise

people that are good for them, their families and

wider community.”

On personal financial philosophy:

“Make the most of every penny . To multiply (what

you have), share with those who have less.”

On forgiving and forgetting:

“I forgive, but if the offense is great I would not wish anything bad but would say that our

friendship was ended. “

RUSSIA PERSPECTIVE

365,000 Rubles paid by

government to

mothers having more

than one child. 1

1 RBTH.ru, 2011.

Watch the Fruto Nyanya campaign: http://bit.ly/W4czFS.

Currently, most popular applications

used among Moms are functional, but

apps used for pleasure and social

connection are growing in popularity.

Russian Moms regularly use a whole

range of functional applications such

as Maps and Traffic Jam

applications. This year, we expect

banking service applications will

become an increasingly popular type

of utility app among Mom’s when

managing budgets.

However, the fastest growing mobile

app for Mom’s personal pleasure and

use is Instagram. Moms are using

Instagram to publish pictures of their

home decorations, foods ands dishes,

and of course, their kids. As it grows,

it will be interesting to see what else

Moms store and share on Instagram.

Written by:

Batyr Ainabekov

Stephanie Gauttier

15

The campaign that most

emotionally impacted Moms was a

TV ad for Russian baby food brand

Fruto Nyanya (Fruit nurse).

Although the product target is

Moms, the execution featured

fathers singing lullabies to their

babies to express how much they

cared about them. This was the

first time in the Russian market

that such a tender theme of

motherhood was portrayed in

brand communication by men.

Because it was so unexpected, it

deeply touched Russian mothers

who responded very positively.

Additionally, it was well received

and meaningful because it is so

reflective of unique Russian

culture.

*Want to grow in free country!

SEPT 12 ‘Day of Conception’

encourages couples

to stay home from

work to procreate. 1




during 2012?





2012 was the year of political and

social activity increase in Russia.

Discontent of society and protest

movements was the result of

presidential and parliament

elections, increase of corruption

and authoritarian displays of power.

Russian society demonstrated a

wish to take active part in the state

life and social development. Protest

participation took place on political

and local levels. Local demands

were about improving daily life

through development of city

infrastructure, education and the

social security system to provide for

upcoming and future generations.

Mothers took part in this society

movement from the side of children

and family wellbeing. They were

standing for conscientious work of

social services and government, for

more active involvements of politics

in the improvement of the daily life.

Russian Moms were more

demanding this year and thoughtful

about changes in their lives.

Mobile will increasingly

become social.

One of the most popular blogs

in Russia BabyBlog is going to

launch an mobile app for

mothers.

BabyBlog is already a very

popular blog hub connecting

first-time and experienced

Moms around Russia. Given its

high readership among Moms,

we expect their mobile app to be

widely used.

By going mobile, BabyBlog can

connect Russian Moms in similar

circumstances. Russian Moms

will be able to use a content

source they already know and

trust to find and share

information on all things related

to motherhood in real-time.

MOMS TALK BACK

38,000,000 # of Russians who

are active online

gamers.4

ZERO # of Russia’s most

popular brands

actually created in

Russia.3

12% of Russian mobile

phone users have

smartphones2

2 GfK, 2011; 3 OMI, 2012: 4 The Moscow News, 2012; 5 SMG Moms MIC / Pulse Netnography

Mobile phone features or design is

not something Russian Moms are

thinking or concerned about. In fact,

for them, that’s the wrong focus.

More important and impactful to

their everyday lives would be an

improvements to mobile internet

service quality and security of

phone ownership. This depends on

the service providers, not the phone

itself. Also, Russian Moms would

feel more secure if the phone was

impossible to steal.

SMG Mom Community

Local Mom maestro:

Stephanie Gauttier

Moms HEC, Russia

16

Russian Moms remain nervous

about online shopping. Lower

prices, free shipping and

particularly greater reassurances

are the conditions to encourage

them to buy more online.

Russian Moms are risk averse.

They see online shopping as higher

risk. There have been quite a few

well-publicized scandals about

banking cards and hacking, which

have led Russian Moms to seek

guarantees of secure payment

solutions.

Also, Moms want to avoid the risk

that items won’t suit needs and

will be wasted money or costly to

return.



mouth of Moms.5

THE HOT LIST Portable personal technology is

popular among Moms.5









red herrings…

MOBILE REIMAGINED It’s the service quality – not the

phone – that needs improvement.5

When it comes to mobile

applications, Russian Moms have

a very utilitarian view of their

phones. However, they would like

to have greater access to Siri or

similar applications featuring

virtual content ‘experts’ that could

answer question any time.

SHOPPING MIGRATION Reassurances would encourage

Moms to buy more online.5

In spite of not always having the

fastest or most reliable wireless

service quality, personal and

portable technology remains

highly desired among Russian

Moms.

Moms would particularly love to

have tablets, netbooks,

iPhones and e-readers. These

are status devices enable Moms

to be connected and access

entertainment from anywhere.

As adoption of these devices

increases by parents and are

used at home by families,

children may increasingly look to

have their own versions of these

popular devices.

On physical improvements

hoped for in 2013:

“…to cure my hair, to get rid of

nasolabial* folds…”

On when online shopping is

preferred to a trip to a store:

“I have little time to go shopping and with two

children all running faster all the time. But online, you can calmly choose.”

On whether it’s better to be

diplomatic or straightforward:

“I love when they say in the face instead of whispering

behind the back. But it can also be said either gently and tactfully or rude and insulting. I always try to speak gently and tactfully,

so as not to offend .”

* You might know these as ‘laugh lines.’

UK PERSPECTIVE

2/3 of UK Mums have a

smartphone1

4 in 10 UK Mums are in

complete control of

the family finances1

35% of Mums are the

family

breadwinners1

1 Mintel, 2012; 2 TGI, 2012; 3 IAB, 2011

Watch the P&G Thank You Mom campaign: http://bit.ly/RUcEP8

Check out the Asda debate: http://bit.ly/TWeS0j

P&G’s Thank You Mum was a

powerful 2012 Olympics advert that

celebrated Mums in a sentimental,

but unpatronising way. One of the

biggest Olympic moments was the

Judo silver medallist who looked to

the sky and said "I love you Mum".

In the UK, millions watched the

Olympics. The humbleness shown

by athletes overwhelmed by

national support, struck an unusual

tone in the typically cynical Brit

audience. Banter and mockery were

for once put to one side (until the

closing ceremony) and there was

sincerity in the support for the

Olympics which surprised many.

The P&G story, which shows the

hard work that goes on behind the

scenes was mirrored in athletes

who were hardworking normal

people that we could relate to- they

were not like football superstars.

Humbleness and hard work (as

opposed to luck) were universally

celebrated in the UK this summer.

Written by:

Heather Dansie

Donna Booth



17

The Asda* ad with the tagline

“Behind Every Christmas there is a

Mum” generated a lot of discussion

in the press and among parents- very

little of it positive for the brand.

The ad received many complaints for

being sexist, for portraying Mums as

selfless heroes who do EVERYTHING

for an unhelpful family and Dads as

bumbling fools, unable to help in the

run up to Christmas.

Pro and Anti Asda battle lines were

drawn. The ‘pro’ side argued that

the ad shows a reality for many

women. Those Antis’ said that the

message is an outdated stereotype

from the 50s which is unhelpful to

both men and women, uncreative

and unoriginal.

Some women take great pride in

motherhood as an identity marker.

Others want to be spoken to as a

woman rather than associated with

“Mum” stereotypes. The Asda

campaign highlights that poor

targeting can upset potential

shoppers and damage the reputation

of a brand.


during 2012?

Interest in mobile apps is strong

with Mums. However currently

popular apps are largely functional.

Apps popular among Mums include:

VoucherCloud, which provides of-

the-moment local and national

discount access

Jamie’s Recipes, featuring UK

celebrity chef Jamie Oliver and

AroundMe which locates things to

do based on where you are.

However, there is a lot of interest in

Mum-friendly app functionality even

if current usage is low. Six functions

that most interest parents include:

- Help children browse safely

- Educational value

- Occupy / entertain small children

- Mobile usage / location tracking - Tracking child milestones

Mums are putting more of their lives

into their phones in a way that they

haven’t done with their computers.

Games that give Mum something to

do with her children as opposed to

mere babysitting are also really

helpful for building conversation and

discussion.





19% of UK households own a

tablet.2 We expect that percentage

to grow over this year. Tablets are

truly the first portable tech device

in homes and Mum’s tablet habits

will change the way media is

consumed in-home. Even within

the house the tablet is the most

mobile device.3

So, as tablet usage continues to

rise, it will be used all around the

house, not just in the living room.

The ease and convenience of its

portability appeals to everyone.

Kids can use smartphones and

tablets before they can play with

many other toys. Mums prefer

reading books or magazines on the

tablet as they have a free hand to

hold a baby.

Whether families will wish to have

a tablet each for a more personal

experience; or, if they are happy to

share the device like the sound

system or the TV, we will have to

see. However, the tablet will be

used for all areas of family life, by

all members of the family, in every

room.

*Asda is the UK’s second largest chain

retailer and a subsidiary of Walmart.

http://bit.ly/RUcEP8

http://bit.ly/TWeS0j

MOMS TALK BACK

MUMSNET

an oniine parenting

community is one of

the most influential

forums in the UK

With a reputation for keeping a stiff

upper lip, it might be assumed that

brands have the opportunity to help

Mums stick to their yearly goals.

However, few UK Mums are

bothering with New Year’s

resolutions this year.

Most share stories of making them

in prior years only to abandon them

by the third day of the new year.

Their new strategy?

“Set very small goals and

continually revise them.”

18

4 Mintel, 2012; 5 SMG Mums MIC / Pulse Netnography

Image credits: Furby.com, thenextweb.com

“Furbies are back at double the price.”

SMG Mom Community

2.1MM

UK Mums feel

pressure to “have

it all.”4










red herrings…

ANTI-RESOLUTION British resolve means refusing to

make promises you won’t keep.5

THE HOT LIST What are all the self-respecting

UK kids clamouring for?5


mouth of Moms.5

Lamenting the declining art of

communication:

“It is conflicting, that the more technologically

advanced products we make, the less we are

actually really communicating with each

other. After all, true communication is the act

of exchanging information and having

the ability to ask questions.”

In the UK, the hottest toys involve

technology, but at different ends of

the spectrum. Both were must-

haves for Christmas 2012.

Tot tech – Wii U, toddler laptops and

kid tablets – are highly coveted

among the junior set. Kids are early

technology adopters and they want

their own version of the toys they

see their parents using.

Riding a nostalgia wave among Gen

Y parents is the Furby. Although it

looks the same, it has newer

technology inside. Today’s Furby’s

come at today’s prices--revisiting

one’s childhood is costly

On when online shopping is

better:

“I tend to buy things online that I don’t need

to physically touch to see how good the quality is. I can’t be bothered with

returns policy.”

On getting to know one’s

neighbours:

“I say hello, but that’s about it. I find it hard to speak to people I don’t know. I find it easier to

make friends with people who are of the same age or the same situation as me. Being neighbours,

the only thing we have in common is our location and I worry about what

to talk about.”

On current government climate:

“ I wish the government would stop with the

"nanny state" policies They are considering enforcing rules as to

what companies can put into their food products

ie salt/sugar. How about they leave it up to me what I eat and drink!”

US PERSPECTIVE

91% of Moms feel

marketers don’t get

them3

Women make or

influence

85% of all purchases2

$2.4 trillion Mom’s purchasing

power1

1 Nielsen, March 2012; 2 She-conomy, 2012; 3 Forbes, 2009; 4 Babycenter’s 21st Century Mobile Mom report, 2011; 5 Time Magazine, June 2012

Image credits: Dear Sophie, Google; Time Magazine, May 2012

Our vote is for Google’s campaign –

especially the “Dear Sophie”

execution.

With Google’s transformation into a

verb came a need for growth beyond

search-related ad revenue with

products such as Google+, Maps and

Chrome.

Rather than talking about features,

functions and benefits, Google used

emotional vignettes to show the

timeless bonds between parent and

child facilitated by technology. The

campaign was highly impactful

across demos, but struck a particular

chord with Moms. They’re still

talking about it.



Watch Dear Sophie for yourself:

http://bit.ly/X3YjfF

In 2012, the ‘Mommy Wars’ blew up

across multiple media channels and

fueled discussions on and offline.

A Time Magazine cover story

unapologetically celebrated

attachment parenting at its most

literal, leading to skirmishes over

whether prolonged attachments

make better mothers.

Blogger-fueled debates raged about

parenting styles, schooling choices,

childhood obesity and more.

But before the dust settled on 2012,

there was another skirmish during

the US presidential election over

whether being a stay-at-home

mother is equivalent to a full-time

job.


during 2012?

Keep an eye on Evernote, a

productivity app designed for note

taking and list-making. However,

clever users have repurposed it

beyond the original design

intentions.

Using Evernote, Moms are forming

communities around shared interests

such as knitting, cooking and

household organization. This has

resulted in organic growth of shared,

crowd-sourced content.

For foodie Moms, Evernote is now a

mobile recipe book, pantry stock and

shopping list. For crafty Moms it’s a

repository of patterns, and real-time

inventory of craft supplies and tools.

By shifting to connect users around

passion points, Evernote enables the

forming of ad-hoc Mom social

networks. There have already been

knit-alongs, fashion previews and

Thanksgiving potlucks and the

communal possibilities are endless.

Stay tuned for whether an app like

Evernote (or Pinterest) will become

the next generation of Facebook.

Written by:

Angie Stahl

Adam Kruse

Jenny Vandehey



19



Look for retail finds and shares to be

gamified and incentivized for Moms

by retailers and manufacturers.

Moms are masters of sniffing out

deals and discovering new products.

But they don’t hoard their score—

92% of Moms actively document

and share their finds with their mom

network.4

This real-time access to and

distribution of sharing has increased

retail transparency and had

tremendous impact to offline retail

through showrooming.

Showrooming is going to a store to

find, touch and ‘test-drive’ a product,

but buying online to get a deal.5 It’s

been a dealmaker for Amazon, but a

dealbreaker for retailers highly

invested in physical store locations.

Expect Walmart and retailers to

reward Mom in their stores for

behavior she’s already doing. Look

for innovative uses of dynamic

pricing, real-time product locators,

social media and other mobile

functionality as the showrooming

showdown continues.

http://bit.ly/X3YjfF

MOMS TALK BACK

1 in 3 Bloggers are

Moms7

6 Experian Hitwise; 7 ComScore, 2011; 8 SMG Moms MIC/Pulse Netnography, 2012


MOMS ARE TECHIES Among US Moms, tablets are hot

stuff and highly desired.8

NOW HEAR THIS How are Moms listening to music

most often?8

3 BIGGEST Online Hangouts for

Moms6

(27.9M moms)

(9.3M moms)

(6.4M moms)

SMG Mom Community

Local Mom maestro:

Angie Stahl

Global Moms HEC

20

TTC = trying to conceive

FTM = first time mother

WFD = what’s for dinner









red herrings…

It’s often assumed that Moms aren’t

all that into technology. Or maybe

that she uses it just to keep up with

the kids. But Mom is no luddite.

Her house is filled with technology.

Our Moms are avid mobile users, but

what’s really hot and desirable

among Moms is the tablet.

Whether it’s Android (Nexus or

Galaxy), an Apple iPad or Mini, a

Kindle or a Nook, it’s an

infotainment device Mom can’t wait

to get her hands on. She’d be happy

with “a tablet…any tablet.”

IT’S MOMGLISH TO ME Moms talk to each other with a

shorthand language all their own.8

Moms talk to each other in a

shorthand that only fellow Moms are

privy to. It’s alphabet soup that isn’t

baby talk.

Knowing Mom code gives you a

window into how Moms really talk

to each other online and helps to get

to know her better.

Pepper some of these babies into

your vocabulary and give word to

your mother.

GTD = getting things done

Having children does not mean that

Mom gives up her personal

entertainment favorites. She may

actually consume them more

voraciously than ever, just to have

something of her own.

Portability and streaming are

definitely where it’s at when Mom

turns on the ear candy. Few Moms

are buying or listening to CDs now.

If she’s literally on the move, she’s

got her iPod or her car radio. A

growing number of Moms are into

satellite radio such as Sirius or XM

that work at home and in the car.

If she’s at the computer, she’s

listening to Pandora, although

iheartradio and Spotify are also

gaining traction among Moms.

And don’t forget her mobile phone.

Her favorite mobile apps are ready

to stream whatever she wants,

wherever she is. Music may be an

overlooked element of Mom-

targeted communication, but is a

language that engages, motivates

and inspires her.


mouth of Moms.8

On the most significant life

event in 2012:

“My mother, who I had been estranged from

became ill. It was time to heal this relationship.

We made our peace and forgave each other. In

the months that followed we began to rediscover

each other. For once in a very long time, I felt

complete.”

On school security:

“We have armed guards in banks to protect our

money. We have armed guards to protect our politicians. Yet our

children, our most valuable and irreplaceable asset,

are left as vulnerable targets.”

Next up from Team Mom: A US View of How Mom’s use mobile to GTD*

Moms share some key things—they are practiced lie detectors, they are constantly shifting

between many different hats and their most valuable influencers are fellow moms. Still, in the

US, 91% of Moms agree that marketers just don’t get them.

If your brand or client wants to gain MOMentum, we should be talking. We listen to what

Moms are talking about in real-time and our proprietary Mom community enables us to interact

and dig deeper. Want to know more about what Moms are thinking, doing, feeling,

experiencing? Need to know about whether your messaging gets it right? Get inside Mom’s

head for your clients and brands.

Call us maybe?

The Global Mom HEC Team : Adam Kruse, Angie Stahl, Jenny Vandehey

* In Mom-speak,

GTD is Getting

Things Done

Business

Winning MOMentum jan 2013