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How Consumers Engage with Mobile
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How Consumers Engage with Mobile

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  • 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. 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. Go Mobile -- The Book Now Available
  • 4. Let’s Kick Things Off 2
  • 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. Mobile Marketing Facts and Figures
  • 7. Mobile Marketing Facts and FiguresShare these facts on Twitter by referencing @AskJamieTurner
  • 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. 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. 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. Mobile Marketing Facts and FiguresShare these facts on Twitter by referencing @AskJamieTurner
  • 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. 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. 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. How People MakeBuying Decisions
  • 16. What is the Purpose of Marketing?
  • 17. How People Make Buying Decisions
  • 18. How People Make Buying Decisions Female Brain
  • 19. How People Make Buying Decisions Female Brain Male Brain
  • 20. How Consumers Use Smartphones toConnect with Brands
  • 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. 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. 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. 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. How Consumers Use SmartphonesShare these facts on Twitter by referencing @AskJamieTurner
  • 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. 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. 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. 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. 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. How to Minimize the Showroom Effect
  • 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. 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. 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. 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. 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. 5 ConsumerBehavior Secrets
  • 38. Secret #1: People Buy for Emotional ReasonsThen Rationalize Their Purchase with Logic
  • 39. Secret #1: People Buy for Emotional ReasonsThen Rationalize Their Purchase with Logic
  • 40. Secret #2: As Much as 95% of a Consumer’sThinking Occurs in the Subconscious Mind
  • 41. The Brain and the Four “F”sPre-Frontal Cortex Subcortical and Limbic Areas
  • 42. Secret #3: Consumers Don’t Think in Words. In Fact,“Though” Neurons Light Up Before “Verbal” Neurons
  • 43. How the Brain Works
  • 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. Secret #4: The Secret to Increased Sales is toUnderstand Your Customer’s “Hidden Motivators”
  • 46. Secret #5: Most Consumers Would Pay a 20%to 25% Premium for their Favorite Brand
  • 47. Today, QR Codes.Tomorrow, Google Goggles
  • 48. Neanderthal Exhibit
  • 49. Neanderthal Exhibit Jamie’s Neanderthal Exhibit Photo
  • 50. Neanderthal Exhibit Jamie’s Neanderthal Jamie’s High School Exhibit Photo Yearbook Photo
  • 51. Google Googles
  • 52. Google Googles
  • 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