Motherhood significantly impacts how women use media, and contributes to over $2 trillion in spending power.  Moms are using the latest digital devices as necessities—not luxuries—to help her master the changing media landscape for herself and her family as she takes on the new role of Family Media Manager. Compared with the general population, moms over-index on ownership and usage of EVERY digital device, including laptops, digital cameras, DVRs, and gaming consoles.  How are you approaching your communication with this critical audience segment?  

Join us for a webinar that focuses on the American Media Mom based on a joint study with BabyCenter.  Before engaging Mom, marketers need to be aware of the changing dynamics affecting her media choices, and plan accordingly.  Nielsen and BabyCenter subject matter experts will share findings about Mom’s including: Media shifting behavior, device adoption, time spent across various media platforms, social media and mobile usage and growth trends..

  • Inna Kern, VP, Global Sales Marketing, BabyCenter
  • Jenna Berger, Research Manager, Media and Advertising Analytics, Nielsen 
  • Michal Clements, Principal, The Cambridge Group

Webinar Information
Date Presented:
June 07, 2012 2:00 PM Eastern
1 hour
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The American Media Mom: Always-On, In Control, and Changing the Rules for Marketers
Inna Kern
VP, Global Sales Marketing, BabyCenter, LLC

Inna Kern is charged with the development of sales and trade marketing programs across BabyCenter’s 22 global markets. She joined BabyCenter in 2011 and her responsibilities include the creation and execution of strategic media and marketing solutions that leverage BabyCenter’s leading content, social, email, video and mobile platforms to drive global advertising revenue growth for the web’s #1 global interactive parenting and pregnancy destination. She also spearheads development of BabyCenter’s industry-leading 21st Century Moms insights programs across the US, Canada and select European, Asian and Latin American markets to educate marketers on the habits and trends of modern motherhood.

Prior to BabyCenter, Inna was the Senior Vice President of Sales Marketing at Martha Stewart Living Omnimedia where she was responsible for leading Creative Services, Research, Events and Marketing Communications to position MSLO as a cross-platform media leader. Previously, Inna was VP of Sales Marketing at iVillage Networks leading cross-platform marketing solutions and rebranding efforts for the site. Before joining iVillage, Inna spent nearly a decade at Time Warner, serving in a variety of marketing roles from publishing at Time Inc. to heading National Sales Development for AOL. Inna's leadership and innovative sales solution development have been recognized within the industry with numerous awards and honors, including the Online Media & Marketing Awards.

Inna holds a BS from Brooklyn College. She lives in New York with her husband and two children.

Jenna Berger,
Research Manager, Media and Advertising Analytics, Nielsen

Jenna Berger is a Research Manager with a focus in Global Digital Analytics within Nielsen’s Media and Advertising Analytics organization. Jenna works with Nielsen’s Social, Local, Mobile and Online Video clients, and also plays a role supporting Global Digital Product Development. Prior to her current role, Jenna was a member of Nielsen’s Emerging Leaders Program, an 18-month management-training, rotational program with a focus in client consulting.

Jenna holds a B.A. in American Studies, Business, and Film Studies from Brandeis University. Jenna currently works for Nielsen in London and New York.

Michal Clements
Principal, The Cambridge Group

Michal Clements is a Principal at The Cambridge Group, the growth strategy consulting firm which is a subsidiary of Nielsen.  She is the co-author of a book published in 2011 called "Tuning into Mom: Understanding America's Most Powerful Consumer”.

Michal specializes in understanding moms and other customers to drive action oriented recommendations and business strategies for consumer products, financial services, and business-to-business clients.
Recent assignments include the following: (1) demand identification and innovation for a better for you foodservice product portfolio, (2) insurance product innovation end positioning, and (3) new product positioning, naming and target customer/vehicle identification for Top 3 Global automotive leather manufacturer.

Michal holds an MBA with a Finance concentration from The Wharton School of the University of Pennsylvania.  She also has a Bachelor of Science in Economics from Wharton with majors in Marketing and International Business. She is a Board Member for the Marketing to Moms Coalition, Ltd.

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