Don't overlook mobile when targeting mums

27 November 2008

Luan Goldie in her feature Digital Mums raised some great points about online services for mothers nma (2 October).

However, one aspect the article didn’t mention was the mobile channel, which has proved incredibly complementary for one of the cases in point. The Johnson & Johnson BabyCenter, catering for new and expectant mums in the US, has customer retention rates of around 91% via mobile, with users opting back in every month for relevant and timely MMS and mobile internet-based information, taking them through the journey of pregnancy and into motherhood.

Worries about budgets in the current climate and fear of the unknown have seen some agencies retreat into safe territory. However, this is missing the point somewhat as mobile provides a harder-working and more accountable touchpoint in places that the internet simply can’t always reach, namely everyone’s pocket, 24 hours a day.

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