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Presentation from panel at ad:tech San Francisco, April 2013, focusing on mobile marketing, merchandizing and CRM.
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Moving on Mobile: Understanding User Behavior and Taking Advantage of New Paradigms April 9, 2013
!@noahelkin
We rely on mobile devices to get where we’re going and find what we want
50% of US smartphone owners use location-based services
… to stay connected via social channels …
61% of US mobile users will access social networks in 2013
… to shop and buy—both online and in the physical world …
24% of retail ecommerce will come from mobile devices by 2016
… and to manage our workflow
Mobile is rapidly becoming a bigger part of our day
• Time spent with mobile is growing at 14 times the rate of the desktop web and 35 times that of TV
Say goodbye to the traditional couch potato …
… say hello to the multi-screen, cross-platform consumer"
• Every key consumer activity now takes place across multiple screens"
• Smart devices are at the center of this multitasking
One result: Circuitous has become the new linear in commerce
Look at the confluence of activity and daypart when reaching your audience"
Consider how mobile ads drive action
• The display-search relationship works similarly in a mobile context
• Note that smartphones and tablets have increasingly distinct usage patterns
Also pay attention to location, channel and intent
• A lot of mobile search activity is designed to qualify future purchases, not satisfy immediate needs
Advertise locally for consumers that shop globally
• Take advantage of the unique attributes of mobile, including: – Location
targeting – Highly
personalized ads
In-store shoppers are more receptive to ads
The smartphone-equipped, socially connected shopper is here to stay
• Showrooming gained momentum in 2012; don’t expect the tide to turn in 2013
• Marketers stand a good chance of keeping purchases in-store: 46% of “showroomers” buy where they search (Pew, Jan. 2013)
A smart mobile strategy uses accessible channels to improve the human experience
People first, technology second
Focus on solving consumer pain points and achieving brand goals
Be accessible and relevant at key decision-making moments
Work on connecting the dots between the digital and physical worlds
Help ecommerce become “everywhere commerce”
