At the recently held CHOmum Marketing to Mums conference, panels of industry experts were invited to enlighten marketers on the “Chief Household Officer” aka Asian millennial mum.

In the discussion on how to speak to the CHOmum, Caroline Troman, Commercial Director, Asia at AOL, shared the 3 ‘content moments’ they’ve found to appeal to these mums the most: Inspiration, Learning to be a better mum, and Entertainment.

As the largest parenting portal in the region, wanted to see how this translates across countries – is it true for all or will culture play a part in deviating from the list? Here’s what the editors have to say:

SINGAPORE

Celebrity stories do well. I think our fans like to be able to relate to celebs in general as ‘regular’ parents. Discipline stories are quite popular too as you can imagine.

PHILIPPINES

Many of our moms like reading up on tips to simplify childcare – ways to make parenting easier, like how to make your child eat veggies.

THAILAND

Pregnancy is a popular category for us. That’s why we make it a point to make even the most complex topics easy to read and relatable for the mums.

MALAYSIA

Our mums love to read about global news related to children. They love getting all of these up-to-date info. Most of our readers are young parents so they find these articles helpful and interesting.

SRI LANKA

Nutrition stories do well because every mum wants her child to eat more! As a breather, they enjoy reading articles about romance. We don’t run too many sex articles because we may get complaints, although people WILL read.

INDONESIA

Articles on breastfeeding are quite popular as moms are greatly concerned on this and are looking for validation and motivation to keep going on their breastfeeding journeys.

INDIA

First person accounts on motherhood adventures as well as news and trending issues do well for us. Don’t forget Bollywood stories!

The 3 ‘content moments’ mentioned by Troman seem to resonate across the region, though taking different forms. For ENTERTAINMENT, it’s celebrities and Bollywood as mums are curious to know whether the glamour gives way to spit-ups and sleepless nights. INSPIRATIONAL reads range from rekindling marital romance to breastfeeding success stories. LEARNING TO BE A BETTER MUM runs a whole gamut of topics. It’s not just parenting news and tips in general, but specifically discipline and simplifying childcare, among others; also pregnancy as well as sex & relationships (as happy couples are more likely to be happy parents).

In a diverse region such as ours, concerns, interests, and priorities will vary. But some things will remain universal – these, we call parenting truths.

For more information and insights on Asian parenting, drop us a note at info@tickledmedia.com. Stay tuned for the next CHOmum conference happening in Mumbai, November 14th 2017.

Tickled Media Singapore Team

Let me tell you how my company started – it was in New York City, with a 3-year-old.

I was babysitting an adorable toddler who was fascinated with where I came from – what Singapore was like, how we dressed, what we ate – and wanted to prepare some Singaporean food for her.

Back home, it would have been a quick phone call to my mum; but when I googled “Can you give a 3-year-old durian,” I realized that these things just weren’t being written about. 6 years later, theAsianparent.com is the largest parenting portal in Southeast Asia.

That’s the first benefit of going out of your comfort zone to better your career:

CHANGING YOUR PERSPECTIVE ALLOWS YOU TO SPOT GOLDEN OPPORTUNITIES

Why spend all day holed up in a room thinking up the next big thing for the Singaporean market, when it may already have been invented somewhere else? There are millions of people you haven’t talked to, so many places that could inspire you, just waiting out there.

When I heard that the NTUC and the Economic Development Board (EDB) joined forces to launch the U Future Leaders Programme with the objective of giving promising Singaporeans international exposure and training, I was ecstatic for the young execs who would be chosen for its pilot run.

I’ve always been thankful that our education system allowed me to learn a lot about our neighbouring countries. I got to travel to Thailand, Indonesia and Malaysia through school; thus I felt very comfortable setting up offices in these markets years later.

WHAT WORKS IN SINGAPORE MAY NOT IN OTHER MARKETS

Ouch. That was a tough lesson to learn for a then bright-eyed entrepreneur like me. But I gained SO MUCH from living in Mumbai and Kuala Lumpur for those respective expansions.

You can read as many trend reports as you want, but nothing can replace getting to know a market by being one of its consumers.

Being in the trenches with my team helped me see how wonderfully unique each market was, and these differences most always boiled down to history and culture (both traditional and pop).

This made me see the importance of adapting not just to your local consumers, but also to your local teams. One last lesson:

YOU’RE A BETTER LEADER WHEN YOU COME BACK

Over the years and the many markets I’ve handled, I’ve come to realize that the most important role of a CEO is to mentor and help develop the team working with you – to help stretch them so they can achieve their dreams along with those of the organization.

There’s no one-size-fits-all style of leadership when it comes to running a regional company; and if you think about it, learning how best to communicate with and motivate as many types of people as you can is a skill you’ll find advantageous in any workplace nowadays.

So go out there and meet as many people as you can – learn from them, learn about them, grow with them. See the world and come back a better leader. Can’t think of a more fun way to do it too. #HowIGotHere

Earlier this week, Tickled Media participated in Linkedin’s “Bring In Your Parents Day”. Now in its third year running, BIYP was initiated to help parents better understand their children’s occupation, and in turn be more equipped to give or help with career advice.

BIYP1

Being a digital parenting company, we wanted to try and implement the same philosophies that drive our work into this event. We decided to ask the team to bring their parents into work over digital platforms that the company uses day to day.

The response was great, staff spent the afternoon introducing parents to the our space and team! Isaac Kwok, Marketing Assistant said “My dad works in Oman, so it was great to have the opportunity to introduce him to my work and my colleagues. Before our call, I had no idea that he knew so little about what I spend my days doing!”.

In addition to ferrying parents around on our phones and laptops, the team was encouraged to go a step further and trade phones to find out more about their colleagues from their life givers.

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Dr. Alexandra Beauregard’s “Lighthouse Parent Study” suggests that more than half of parents have little to no knowledge of what their child does at work. 59% of Singaporean employees believe that their parents skills and knowledge could benefit them professionally. However this information is not transferred because parents feel that either their advice is not needed or that because the working world has changed so much their experiences are no longer relevant.

BIYP2

Rico Wyder, theAsianparent’s Country Manager for Singapore, says “In this part of the world especially, parenting continues even after a child as ‘grown up’ and joined the workforce. It was certainly an interesting experience for our team, and we’re looking forward to making this a yearly event.”.

 

A new survey from theAsianparent.com reveals that Filipino moms increase their use of the Internet once they become mothers, are increasingly mobile-first and are primary decision makers for household purchases.

Manila, October. 23, 2015 –It was a day of fun, learning and meaningful interaction as theAsianparent Philippines unveiled the much-awaited results of the Philippine edition our annual Asian Digital Mom Survey.

Our CEO Roshni Mahtani, all the way from Singapore, graced the event with her presence.

Country Manager of theAsianparent Philippines and Regional VP of Strategy and Client Services Ameetess Dira presented the results of the survey,

Regional Head of Content Carla Casanova-Perlas and Content Director and Special Projects Lead Dazzle Ng Sy facilitated a fun rapid fire question and answer portion which was a great way to get to know our new Parenting Advisory board who accomplished in their careers but as well as a passion for parenting, making it their advocacy.

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6 Highlights from the Philippine Edition of the 2015 Annual Asian Digital Mom Survey 

According to the latest Annual Asian Digital Mom Survey, run by theAsianparent.com, a notable 83% of mothers in the region consider themselves the primary decision makers in the household. As the key influencers of their respective homes, they often control product choices, domestic arrangements, and even life-changing family decisions.

Here are six insights on the Filipino digital mom:

1. She’s the leader of the digital pack
Held for the second year, theAsianparent Asian Digital Mom Survey paints the picture of a highly connected, modernized Filipino mom. In fact, out of the six countries surveyed (Philippines, Singapore, Thailand, Indonesia, Malaysia, and India), the Filipino mom leads the digital pack and is noted to be the most active on Facebook groups, forums, and online communities.

2. She’s a social animal
An astounding 22% of these active mommies even admit to interacting on these online communities multiple times per day. This comes as no surprise, as 63% of Filipino moms spend one to six hours on the internet for work, and engagement seems almost second nature.

3. She strives to better herself as a parent and homemaker
Even after-hours, the Filipino mom is still online, with 49% of them even more active on social media past seven p.m. It seems that as the chaos of the home quiets down, Filipino moms find solace on digital space. She devours parenting tips foremost, with a whopping 98% seeking out tips and tricks to be the best parents and raise happy, healthy children. The parenting topic is followed closely by cooking and baking, sought out by the domestic divas of the household. The Filipino mom’s thirst for knowledge can’t be quenched as 66% continue on to education and enrichment tips.

4. She opts for screen time over face time
Because the Filipino mom’s day is often booked with appointments and family engagements, she hardly has time to meet up with other moms to discuss the tales and travails of motherhood. In fact, only 12% have the luxury of bonding face-to-face with other moms. The rest or a substantial 77% of Filipino moms interact with other moms online through various communities and social platforms.

5. She seeks out parenting advice online
A good 84% of Filipino moms regularly gather online advice from friends and family members in their online network. Similarly, a close 82% of Filipino moms trust parenting websites to curate advice for them and offer them the best solutions for their mommy concerns.

6. She prefers digital over traditional media
After becoming a mother, Filipino moms admit that the faster, more accessible digital media is more aligned with their busy lifestyle. In fact, because the Filipino mom’s days are packed and her schedule full, she’s able to both gather information and find some me-time when she is online. Figures show that upon becoming a moms, 30% decreased their television consumption, 47% lessened their magazine me-time, and 54% broke their broadsheet habit. With the ability to filter, specify, and choose the information she needs through digital platforms, Internet search increases exponentially for 75% of new moms.

Overall, the Filipino mom is online and that’s where you need to talk to her to affect her wants, her household, and her life. As such, theAsianparent is the best medium to reach the digital mom and the right voice to use to influence her.

Survey goals and methodology:

The goal of The Asian Digital Mom Survey was to bring into focus the habits of moms in this region and to help brand marketers better understand the behavior of this high potential, attractive market segment.

Spanning six markets in Asia, the research findings include Singapore, Thailand, Indonesia,  Malaysia, Philippines, and India.  The survey documented the behavior of 2,700 mothers who have kids up to the age of 16 and explored what media and social channels she is using, what makes her share content with other moms, and what influences her purchasing behavior.

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AsianParent Photo Booth1

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Click here for more photos of the Digital Mom Report 2015 event in Manila, Philippines!

Singapore, 23 September 2015

98% of Singaporeans surveyed think it is important not to expose their families to harmful chemicals, but an overwhelming majority are potentially doing so every day, according to the Household Cleaning Products Survey 2015, conducted by theAsianparent in collaboration with homegrown eco-friendly home cleaning brand bio-home.

400 Singaporean families were surveyed, and a great portion of them revealed that they were unaware of a possible serious health hazard in their home – household cleaning products! Many respondents were unaware that these contain chemicals that may cause cancer, reproductive issues and other serious ailments.

A look at the key findings:

  • 74% believe that green products would be safer for their families;
  • Only 30% of the surveyed Singaporean families use green cleaning products, and 80% of them do so as they believe it would be safer for their family;
  • Of the families who don’t use green products, 62% say that they are not aware of any green brands in the market;
  • 80% believe green household cleaning products are as effective as normal cleaning products.

What drives buying decisions of household cleaning products?

When families purchase cleaning products, respondents cited ‘cleaning effectiveness’ as the top consideration, while ‘price and promotions’ ranked much lower at 28%. For many families however, it’s clear that cleaning products can cause problems – ranging from skin irritation from frequent contact with the products to causing nose and throat problems.

Given the potential downsides of cleaning products, it’s no surprise that the top reasons respondents said they purchase green products is for family safety (80%), non-toxic formulae and natural ingredients (75%), followed by health benefits.

In fact, given an option to go green, 77% of the surveyed Singaporeans are willing to pay a price premium of $2 and above to ensure that their cleaning products are eco-friendly and childsafe.

Key takeaways

Sulina Tsai, Marketing Director of Lam Soon, of which bio-home is one of their brands, says, “The survey provides us with great insights into local perceptions of green cleaning products; we hope the respondents benefited from it as well and went away with a deeper understanding of the possible associated health dangers in their regular cleaning products.

bio-home wants to change consumers’ perception of green products. Some think they are less effective cleaning agents and more expensive than normal products. But in fact, green products are often developed to provide effective, if not better, cleaning capabilities than normal cleaning products while remaining quite affordable for the average Singaporean family.”

Ameetess Dira, theAsianparent.com’s Regional VP of Strategy and Client Services, said, “It seems that the lack of awareness of green alternatives is preventing many people from switching. It’s important that mums understand that going green is a great option. Safer products for their households, especially given the potential negative side-effects of regular, everyday cleaning products, is an option we’d like more mothers to be aware of.”

household cleaning products

Household Cleaning Products v/s Green Cleaning Products: Understanding the pros and cons

SINGAPORE, 16 September 2015

While mums make monthly provisions in their budgets for expenses such as dining out, family vacations and enrichment classes for their kids, they are not setting aside funds for their own retirement. 75% of mums have not yet started planning for it; 44% plan to rely on their children post retirement.

The Singaporean Mums Retirement Aspirations Survey 2015 conducted by theAsianparent.com’s Insights team in collaboration with AIA, Singapore, found that despite having a lifespan of almost 20 years post retirement, the average Singaporean mother fails to plan for it. The survey conducted last month, targeted a group of over 600 mums in their 30s, including both stay-at-home as well as full-time working mums.

SURVEY REVELATION #1: Out of sight, out of mind

An alarming 75% of mums in their 30s shared that retirement planning had not even crossed their minds. This translates into worrying proportions; it means that 3 out of 4 Singaporean mums have no clue how they will support themselves in their retirement!

SURVEY REVELATION #2: Happy illusions

69% of mums believe they will need less than $3,000 and 38% of them believe that they will need less than $2,000 to run their monthly expenses after they retire. While 51% of mums expect to downgrade their lifestyle post retirement, 25% believe that they will retain the status quo.

Interestingly, 24% of mums expect to upgrade their lifestyle post-retirement. Since average household expenditure for Singaporeans is $4,724*, the assumptions are unrealistic at best, showing a disconnect about how much they need in their post retirement lifestyle and planning sufficiently for it.

According to AIA Singapore, retirement planning should start as early as possible for women as they have a higher life expectancy though they tend to have shorter income earning years. Individuals are advised to start a retirement plan and put aside monthly savings to ensure that they can enjoy an independent and comfortable retirement.

SURVEY REVELATION #3: No contingency plan

In spite of health being the topmost concern of most mums in Singapore, contingency planning is almost zero. Should an unexpected or unfortunate situation occur, such as one being diagnosed with a critical illness like cancer, 50% of mums said they would make use of their retirement savings for their post-cancer lifestyle while 40% drew a blank on what they would do for the same. Only the remaining 10% of mums said they could face and survive a cancer situation and have the means of paying for their post-cancer lifestyle.

“The usually savvy Singapore mum who is making the right choices for her children, and seems to be in control of situations, appears not to plan for her own retirement. From this study, it’s clear that there should be more public awareness about the importance of retirement planning” said Ameetess Dira, theAsianparent.com’s Regional VP of Strategy & Client Services.

Additional findings from the Singaporean Mums Retirement Aspirations Survey 2015 show:

  • 64% of mums cite day-to-day cost of living for not building up their retirement savings; 38% have not even thought about it and 21% have left the planning to their husbands;
  • Health is a top concern of all mums; healthcare expenses, living in poor health and unexpected emergencies are the top 3 post-retirement concerns;

Children obligated to provide financial support?

Of the 56% mums who do not plan to rely on their child for financial support, 75% expressed that they didn’t want to be a burden. However, of those who are planning to rely on their child for financial support, 52% say that it is because they believe that it is the child’s responsibility to provide for their parents.

This presents a challenge especially for one-child families, a trend which continues to increase**, where the single child may have the financial stress of caring for two elderly parents as well as his/her own family.

It was also worth noting that:

  • Post-retirement, mums want to spend time with family (77%), travel the world (72%), pursue new interests/hobbies (57%) and spend more ‘me’ time (52%);
  • Mums’ current top spends include dining out, followed by vacations and enrichment classes for kids;
  • Even if they need to save for their retirement, mums are least willing to forego enrichment classes for kids and hobbies, followed by premium coffee/tea.

From the results of this survey, it’s clear that Singaporean mums are not paying enough attention to their personal retirement security. We hope this survey helps mums realise that financial planning is crucial as it has huge implications in terms of health, satisfaction and personal enrichment in their retirement.

Ms Ho Lee Yen, Chief Marketing Officer, AIA Singapore said, “As a mother myself, it is unsurprising that the survey reveals that Singaporean mums are always giving and prioritising the needs of others before themselves. What many of us fail to realise is that, in the long run, this may be detrimental to the entire family. This is why AIA Singapore, as The Real Life Company, is introducing even more initiatives to encourage women to get themselves adequately protected and prepared for retirement so that they will continue to lead a fulfilling life with family in their golden years.”

 

retirement planning in singapore

Interesting Insights on Retirement Planning in Singapore Mums

 

About theAsianparent.com and Tickled Media

Tickled Media Pte Ltd is the largest online content and community platform for parents across Asia. Headquartered in Singapore since 2009, the company runs theAsianparent.com, theIndusparent.com, Kidlander.com and Pregnant.sg. The company’s flagship brand, theAsianparent.com, is Southeast Asia’s #1 digital parenting destination and reaches over 6 million mums in the region. The company is backed by venture capital from Vertex Venture Holdings, LionRock Capital, and prominent angel investors. For more information, please visit www.tickledmedia.com

* Singapore Household Expenditure Survey conducted in 2012/2013
** Population Trends 2014 (September 2014) Singapore Department of Statistics.

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While waiting to pick my son up from school, I looked around to see what my co-mums were up to. Every single one of them, mostly in their 30s and enjoying their last few snatches of me-time, were busy with their phones. 3/4 of the phones I snuck a peek into, were running videos and had their viewers in complete rapture.

What’s the big deal about video marketing?

1.8 million words.

That’s the value of a 1-minute video according to this Forrester Research. A video not just conveys the message effectively it also reduces the quantum of work considerably. And hey, the chances of getting listed on page 1 of Google are higher with a video!

3  interesting stats on video marketing:

  •      An average user spends 88% more time on a website with video than without;
  •      64% of consumers are more likely to buy a product after watching a video about it;
  •      59% of viewers will watch a video to completion that is less than 1 minute.

Yet only 24% of brands are using online video to market to consumers

According to Syndacast, by 2017, 74% of all internet traffic will be video and already every 2nd marketer believes that video as a content format has the highest ROI.

Why mums like videos?

Our Asian Digital Mums Report 2015, reveals that YouTube has increased in popularity by over 50% in some of the regions surveyed. In fact, in Singapore, there was a 7% increase in mums who had YouTube accounts over the last year.

While the temptation to rely on screen time to keep babies occupied is huge, the American Association of Pediatrics discourages TV viewing for children under 2 and recommends that children of this age group be as ‘screen-free’ as possible. Think about it; mums can’t watch TV with their children, so they turn to online videos on platforms such as YouTube and Facebook.

Videos are the best example of snackable behaviour. The modern mum certainly has no time to go through copious articles but give her a quick video while she is on the move, and she is going to lap it up.

Videos are also great tools to teach and learn. To quote Benjamin Franklin: Tell me and I forget. Teach me and I remember. Involve me and I learn.

Tips on making engaging marketing videos

  •  Use your time wisely. The 1st 8 seconds matter most when it comes to bounce rate;
  •  Use storytelling, songs, spoofs – get creative with your video;
  •  Use video analytics to understand what’s working and what’s not;
  •  Use email gates to capture leads;
  •  Before sending out a video to market, test it critically within the team.

Help is at hand – theAsianparent!

theAsianparent team is equipped to handle your complete video marketing strategy. With our culturally-layered experience of speaking to 6 million mums across 6 countries, we have earned the trust of both mums and marketers alike.

Call us on +65 6344 2865 or email info@tickledmedia.com for a comprehensive understanding of video marketing and customized solutions for your brand.

Facebook’s marketing partner Kenshoo revealed some interesting data in a new digital marketing study. Mobile spends showed a huge increase in the 2nd quarter of 2015 over last year, social media ad spend outpaced search advertising while spends on search advertising increased meagrely.

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Latest trends revealed by Kenshoo’s digital marketing study

Key findings of the digital marketing study:

(Quarter on Quarter = QoQ, Year on Year = YoY)

  • Mobile (phone and tablet) YoY spending increased 167% for paid social ads and 37% for paid search; mobile comprised 63% of paid social spend (up from 51% last year) and 38% of paid search spend (up from 31%)

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  • Social impressions remained stable QoQ and decreased 64% YoY whereas paid search impressions increased 14% QoQ and 12% YoY
  • Social clicks increased 45% QoQ and 129% YoY while Paid search clicks increased 9% QoQ and 17% YoY

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  • Cost-per-click (CPC) for social and search declined QoQ (-12% and -4% respectively) and YoY (-7% and -5% respectively), showing greater efficiencies across channels and devices
  • Social click-through rate increased 44% QoQ and 535% YoY but Paid search click-through rate decreased 4% QoQ but increased 4% YoY

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The study was extended across to the Americas; Europe, Middle East, and Africa (EMEA); and Asia Pacific Japan (APJ) regions. The key findings were:

  • In APJ, smartphone spend and clicks increased 69% and 68% YoY respectively
  • In the Americas, smartphone spend and clicks increased 77% and 79% YoY respectively
  • In EMEA, smartphone spend and clicks increased 46% and 52% YoY respectively

“For many years running we’ve heard ‘this is the year of mobile,’ and reality has caught up to the hype,” said Chris Costello, director of marketing research for Kenshoo. “Advanced marketers have truly begun to understand how to achieve efficiencies across devices and channels to generate increased revenue and ROI. Continued growth in spend and decreasing costs show marketers and consumers alike finding value in highly relevant ads, no matter their preferred channel or device.”

Did you know that Asian Mums are big consumers of mobile phone content? Read our Asian Digital Mums Survey 2015 for more insights on how you can target this high-potential attractive market segment.

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Digital marketing study for Asian Mums

Implications for the Savvy Digital Marketer

  • If you are not already spending your buck in the right place – mobiles, now is the time to get there. Also, mobile media usage and mobile media spending are still not on the same level. So there is plenty of opportunity!
  • Social ads are driving clicks; think, innovate, brainstorm engagement-based campaigns to stay on top. Get inspired by some of the best FB campaigns of 2014!

Kenshoo arrived at the conclusions by analysing 550 billion ad impressions on leading digital media properties such as search engines Google and Baidu, as well as on social platforms such as Facebook and Twitter.