Mobile Moms Need a D.A.T.E.

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Leyla Dailey, VP Creative Director of Leo Burnett, answers questions during her panel about the mobile moms.
Leyla Dailey, VP Creative Director of Leo Burnett, answers questions during her panel about the mobile moms.

Leyla Dailey and Molly Garris of Leo Burnett brought up the topic of the mobile mom and how to effectively market to them.

They interactively got the audience involved, asking for their marketing expertise, playing out scenarios, and strategizing with attendees.

The bottom line is, moms need a D.A.T.E.

  • DEALS
  • ACCESS
  • TIME
  • ENTERTAINMENT

After going through successful applications that have become the audience’s favorites, Dailey and Garris helped the audience discover what they’ve found: the mobile mom is just an average person.

Everyone wants deals, access to the world around them, time saving applications and to be entertained.

Moms don’t need a mommy app. Actually, they’d rather not have an app that reminds them of what their screaming kids already tell them every day.

The mobile mom just needs a D.A.T.E.

Key take aways
Leyla Dailey of Leo Burnett emphasized these two key take aways after the panel discussion about mobile moms.

If marketers do want to send a message to the mobile mom, they should catch them in line at the grocery store or in the bathroom, the two favorite places studies have found moms use their mobile phones. (Places Dailey and Garris don’t necessarily guarantee mobile moms will respond.)

Basically, if you’re looking to target moms, don’t make a mommy app and think outside of apps; mobile is not just applications.

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