How Consumers    Use Mobile toEngage with Your Brand                    Jamie Turner  Author, Speaker and Founder of the 6...
Introductions• Co-author of How to Make  Money with Social Media and  Go Mobile• Regular guest on CNN and  HLN on the topi...
Go Mobile -- The Book             Now Available
Let’s Kick Things Off               2
Agenda• Mobile Marketing Facts and Figures  (10 minutes)• How Consumers Make Buying  Decisions (10 minutes)• 5 Consumer Be...
Mobile Marketing Facts and Figures
Mobile Marketing Facts and FiguresShare these facts on Twitter by referencing @AskJamieTurner
Mobile Marketing Facts and Figures• There are 6.8 billion people on  the planet. 4.0 billion own a  mobile phone. Only 3.5...
Mobile Marketing Facts and Figures• There are 6.8 billion people on  the planet. 4.0 billion own a  mobile phone. Only 3.5...
Mobile Marketing Facts and Figures• There are 6.8 billion people on  the planet. 4.0 billion own a  mobile phone. Only 3.5...
Mobile Marketing Facts and FiguresShare these facts on Twitter by referencing @AskJamieTurner
Mobile Marketing Facts and Figures                                              • Mobile coupons generate 10              ...
Mobile Marketing Facts and Figures                                              • Mobile coupons generate 10              ...
Mobile Marketing Facts and Figures                                              • Mobile coupons generate 10              ...
How People MakeBuying Decisions
What is the Purpose of Marketing?
How People Make Buying Decisions
How People Make Buying Decisions   Female Brain
How People Make Buying Decisions   Female Brain      Male Brain
How Consumers Use Smartphones toConnect with Brands
How Consumers Use Smartphones                                              Check and send email (82%)                     ...
How Consumers Use Smartphones    0       25      50       75       100                                              Check ...
Age Segmentation of Those Using Mobile to Research Products In-Store        Age 18 to 29 (25%)        Age 30 to 39 (26%)  ...
Age Segmentation of Those Using Mobile to Research Products In-Store                                                      ...
How Consumers Use SmartphonesShare these facts on Twitter by referencing @AskJamieTurner
How Consumers Use Smartphones • 70% of all mobile searches   are acted upon within an   hour vs. 30% of all   traditional ...
How Consumers Use Smartphones • 70% of all mobile searches   are acted upon within an   hour vs. 30% of all   traditional ...
How Consumers Use Smartphones • 70% of all mobile searches   are acted upon within an   hour vs. 30% of all   traditional ...
How Consumers Use Smartphones                                               Hmmm. • 70% of all mobile searches            ...
Retaining the Sale• Best Buy: 35% of those that researched at Best Buy ended up  purchasing at the Best Buy store, with an...
How to Minimize the Showroom Effect
5 Ways to Keep Shoppers in Your Store• Check-in Specials:  Foursquare has 10 million  users and, along with  Facebook, pro...
5 Ways to Keep Shoppers in Your Store                    • QR Codes: Add QR codes to                      select products ...
5 Ways to Keep Shoppers in Your Store• SMS Promotions: One of the  best things about SMS is that  you can provide strategi...
5 Ways to Keep Shoppers in Your Store• Location-Based Banner Ads: User clicks an ad, which then uses  geo-fencing to ident...
5 Ways to Keep Shoppers in Your Store• Publish Your Inventory: If  you can’t lick ‘em, then join  ‘em• Make sure your inve...
5 ConsumerBehavior Secrets
Secret #1: People Buy for Emotional ReasonsThen Rationalize Their Purchase with Logic
Secret #1: People Buy for Emotional ReasonsThen Rationalize Their Purchase with Logic
Secret #2: As Much as 95% of a Consumer’sThinking Occurs in the Subconscious Mind
The Brain and the Four “F”sPre-Frontal Cortex Subcortical and  Limbic Areas
Secret #3: Consumers Don’t Think in Words. In Fact,“Though” Neurons Light Up Before “Verbal” Neurons
How the Brain Works
How the Brain WorksAoccdrnig to a rscheearch atCmabrigde Uinervtisy, it deosntmttaer what oredr the ltteers in a wordare, ...
Secret #4: The Secret to Increased Sales is toUnderstand Your Customer’s “Hidden Motivators”
Secret #5: Most Consumers Would Pay a 20%to 25% Premium for their Favorite Brand
Today, QR Codes.Tomorrow, Google Goggles
Neanderthal Exhibit
Neanderthal Exhibit     Jamie’s Neanderthal        Exhibit Photo
Neanderthal Exhibit     Jamie’s Neanderthal   Jamie’s High School        Exhibit Photo        Yearbook Photo
Google Googles
Google Googles
Contact MeTo Download a Free Chapter:60SecondMarketer.com/GoMobileChapterTo Download this Presentation:Jamie.Turner@60Seco...
How Consumers Engage with Mobile
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How Consumers Engage with Mobile

  1. 1. How Consumers Use Mobile toEngage with Your Brand Jamie Turner Author, Speaker and Founder of the 60 Second Marketer Follow Jamie on Twitter @AskJamieTurner
  2. 2. Introductions• Co-author of How to Make Money with Social Media and Go Mobile• Regular guest on CNN and HLN on the topic of social media and mobile media• Consult with corporations on how to improve their social media and mobile marketing campaigns
  3. 3. Go Mobile -- The Book Now Available
  4. 4. Let’s Kick Things Off 2
  5. 5. Agenda• Mobile Marketing Facts and Figures (10 minutes)• How Consumers Make Buying Decisions (10 minutes)• 5 Consumer Behavior Secrets (10 minutes)• What’s Next? (10 minutes)• Applause, Encore, Standing Ovation (3 hours)Email me for these slides: Jamie.Turner@60SecondMarketer.com
  6. 6. Mobile Marketing Facts and Figures
  7. 7. Mobile Marketing Facts and FiguresShare these facts on Twitter by referencing @AskJamieTurner
  8. 8. Mobile Marketing Facts and Figures• There are 6.8 billion people on the planet. 4.0 billion own a mobile phone. Only 3.5 billion own a toothbrush (Source: 60SecondMarketer.com) Share these facts on Twitter by referencing @AskJamieTurner
  9. 9. Mobile Marketing Facts and Figures• There are 6.8 billion people on the planet. 4.0 billion own a mobile phone. Only 3.5 billion own a toothbrush (Source: 60SecondMarketer.com)• The growth rate of the iPhone was 10 times faster than the growth rate of AOL (Source: Nielsen) Share these facts on Twitter by referencing @AskJamieTurner
  10. 10. Mobile Marketing Facts and Figures• There are 6.8 billion people on the planet. 4.0 billion own a mobile phone. Only 3.5 billion own a toothbrush (Source: 60SecondMarketer.com)• The growth rate of the iPhone was 10 times faster than the growth rate of AOL (Source: Nielsen)• Gartner Group predicts that by 2013 the number one way people will access the internet will be through their mobile devices (Source: Gartner) Share these facts on Twitter by referencing @AskJamieTurner
  11. 11. Mobile Marketing Facts and FiguresShare these facts on Twitter by referencing @AskJamieTurner
  12. 12. Mobile Marketing Facts and Figures • Mobile coupons generate 10 times the redemption rate of traditional coupons (Source: Borrell Associates)Share these facts on Twitter by referencing @AskJamieTurner
  13. 13. Mobile Marketing Facts and Figures • Mobile coupons generate 10 times the redemption rate of traditional coupons (Source: Borrell Associates) • Google has seen mobile searches grow by more than 400% over the past year (Source: Google)Share these facts on Twitter by referencing @AskJamieTurner
  14. 14. Mobile Marketing Facts and Figures • Mobile coupons generate 10 times the redemption rate of traditional coupons (Source: Borrell Associates) • Google has seen mobile searches grow by more than 400% over the past year (Source: Google) • Research indicates that if someone leaves home without their wallet, they keep going. If they leave without the mobile device, they turn around (Source: 60SecondMarketer.com)Share these facts on Twitter by referencing @AskJamieTurner
  15. 15. How People MakeBuying Decisions
  16. 16. What is the Purpose of Marketing?
  17. 17. How People Make Buying Decisions
  18. 18. How People Make Buying Decisions Female Brain
  19. 19. How People Make Buying Decisions Female Brain Male Brain
  20. 20. How Consumers Use Smartphones toConnect with Brands
  21. 21. How Consumers Use Smartphones Check and send email (82%) Read news articles (56%) Look up directions (69%) Listen to music/radio (45%) Watch online videos (41%) Play online games (39%) Manage finances and bills (34%) Look up sports information (38%) Use a social networking website (63%) Source: The Mobile Movement StudyShare these facts on Twitter by referencing @AskJamieTurner
  22. 22. How Consumers Use Smartphones 0 25 50 75 100 Check and send email (82%) Read news articles (56%) Look up directions (69%) Listen to music/radio (45%) Watch online videos (41%) Play online games (39%) Manage finances and bills (34%) Look up sports information (38%) Use a social networking website (63%) Source: The Mobile Movement StudyShare these facts on Twitter by referencing @AskJamieTurner
  23. 23. Age Segmentation of Those Using Mobile to Research Products In-Store Age 18 to 29 (25%) Age 30 to 39 (26%) Age 40 to 49 (12%) Age 50 to 59 (6%) Over 60 (2%) Source: ClickIQ and Internet RetailerEmail me for these slides: Jamie.Turner@60SecondMarketer.com
  24. 24. Age Segmentation of Those Using Mobile to Research Products In-Store 30 24 Age 18 to 29 (25%) Age 30 to 39 (26%) Age 40 to 49 (12%) 18 Age 50 to 59 (6%) Over 60 (2%) 12 Source: ClickIQ and Internet Retailer 6 0Email me for these slides: Jamie.Turner@60SecondMarketer.com
  25. 25. How Consumers Use SmartphonesShare these facts on Twitter by referencing @AskJamieTurner
  26. 26. How Consumers Use Smartphones • 70% of all mobile searches are acted upon within an hour vs. 30% of all traditional searches (Source: Google)Share these facts on Twitter by referencing @AskJamieTurner
  27. 27. How Consumers Use Smartphones • 70% of all mobile searches are acted upon within an hour vs. 30% of all traditional searches (Source: Google) • That said, 29% of consumers who use a smartphone to research a product while in a retail store end up purchasing the item online (Source: ClickIQ)Share these facts on Twitter by referencing @AskJamieTurner
  28. 28. How Consumers Use Smartphones • 70% of all mobile searches are acted upon within an hour vs. 30% of all traditional searches (Source: Google) • That said, 29% of consumers who use a smartphone to research a product while in a retail store end up purchasing the item online (Source: ClickIQ) • This is called The Showroom EffectShare these facts on Twitter by referencing @AskJamieTurner
  29. 29. How Consumers Use Smartphones Hmmm. • 70% of all mobile searches Now that I’ve found are acted upon within an Go Mobile in the hour vs. 30% of all bookstore, I think I’ll go traditional searches (Source: home and buy it Google) online. • That said, 29% of consumers who use a smartphone to research a product while in a retail store end up purchasing the item online (Source: ClickIQ) • This is called The Showroom EffectShare these facts on Twitter by referencing @AskJamieTurner
  30. 30. Retaining the Sale• Best Buy: 35% of those that researched at Best Buy ended up purchasing at the Best Buy store, with another 14% purchasing at BestBuy.com. 21% purchased from Amazon.com. The rest did not purchase.• Target: 29% of those that researched at Target ended up purchasing at Target, with another 8% purchasing at Target.com. 21% purchased at Amazon.com.• WalMart: 26% of those that researched at Wal-Mart ended up purchasing at the Wal-Mart store, with another 10% purchasing at WalMart.com. 24% purchased at Amazon.com. Source: ClickIQ and Internet RetailerDownload these slides at 60SecondMarketer.com/blog
  31. 31. How to Minimize the Showroom Effect
  32. 32. 5 Ways to Keep Shoppers in Your Store• Check-in Specials: Foursquare has 10 million users and, along with Facebook, provides instant check-in specials. No need to wait for someone to become “Mayor” for a special• Other Location-Based Services include WHERE, SCVNGR, Loopt and others
  33. 33. 5 Ways to Keep Shoppers in Your Store • QR Codes: Add QR codes to select products that provide reviews, information and, most importantly, a deal! QR Codes. They’re • By targeting mobile users in this way, you provide a ugly, but discount for people who might effective. otherwise have bought online • Non-mobile researchers still pay regular price, thereby minimizing the effect the discount has on revenues
  34. 34. 5 Ways to Keep Shoppers in Your Store• SMS Promotions: One of the best things about SMS is that you can provide strategically- timed offers to a very captive audience• Deliver messages when new products arrive or provide discounts during hours of the day when traffic is slower
  35. 35. 5 Ways to Keep Shoppers in Your Store• Location-Based Banner Ads: User clicks an ad, which then uses geo-fencing to identify location and direct them to nearest store Source: MobClix
  36. 36. 5 Ways to Keep Shoppers in Your Store• Publish Your Inventory: If you can’t lick ‘em, then join ‘em• Make sure your inventory is available to mobile shoppers by publishing it to shopping aggregators like Google Merchant Center or ShopSavvy
  37. 37. 5 ConsumerBehavior Secrets
  38. 38. Secret #1: People Buy for Emotional ReasonsThen Rationalize Their Purchase with Logic
  39. 39. Secret #1: People Buy for Emotional ReasonsThen Rationalize Their Purchase with Logic
  40. 40. Secret #2: As Much as 95% of a Consumer’sThinking Occurs in the Subconscious Mind
  41. 41. The Brain and the Four “F”sPre-Frontal Cortex Subcortical and Limbic Areas
  42. 42. Secret #3: Consumers Don’t Think in Words. In Fact,“Though” Neurons Light Up Before “Verbal” Neurons
  43. 43. How the Brain Works
  44. 44. How the Brain WorksAoccdrnig to a rscheearch atCmabrigde Uinervtisy, it deosntmttaer what oredr the ltteers in a wordare, the olny iprmoatnt tihng is tahtthe frist and lsat ltteer be in the rghitpclae. The rset can be a taotl msesand you can sitll raed it wouthit aporbelm.
  45. 45. Secret #4: The Secret to Increased Sales is toUnderstand Your Customer’s “Hidden Motivators”
  46. 46. Secret #5: Most Consumers Would Pay a 20%to 25% Premium for their Favorite Brand
  47. 47. Today, QR Codes.Tomorrow, Google Goggles
  48. 48. Neanderthal Exhibit
  49. 49. Neanderthal Exhibit Jamie’s Neanderthal Exhibit Photo
  50. 50. Neanderthal Exhibit Jamie’s Neanderthal Jamie’s High School Exhibit Photo Yearbook Photo
  51. 51. Google Googles
  52. 52. Google Googles
  53. 53. Contact MeTo Download a Free Chapter:60SecondMarketer.com/GoMobileChapterTo Download this Presentation:Jamie.Turner@60SecondMarketer.comFollow me here:60SecondMarketer.com/blog@AskJamieTurnerContact me:Jamie.Turner@60SecondMarketer.com404-233-0332 Now Available

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