eMarketer Webinar: How Mobile Is Transforming the Path to Purchase
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eMarketer Webinar: How Mobile Is Transforming the Path to Purchase



Join eMarketer's Noah Elkin as he provides an overview of the shifting digital commerce landscape and the information you need to stay connected with increasingly mobile shoppers.

Join eMarketer's Noah Elkin as he provides an overview of the shifting digital commerce landscape and the information you need to stay connected with increasingly mobile shoppers.



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  • See http://www.pewinternet.org/Reports/2013/in-store-mobile-commerce/Main-Findings.aspx
  • IBM came out with a study recently that said, in effect, that retailers should think of these smartphone-enabled shoppers as their friend – the Chief Executive Customer, well informed, highly socially connected, a potential advocate you want to court – not the enemy you want to defeat.
  • If content remains king, in an increasingly mobile-centric world, context—where consumers are, what they are doing and thinking, in other words, their goals and objectives, and their attitude and state of mind, i.e. how receptive they are to engaging with marketers—shares the throne. It’s about place – as you can see in this example from Home Depot’s mobile site, which directs the shopper immediately to the nearest store. But it’s also about time – when is that store open and what are th current sales. And it’s also about providing shoppers with the tools they need – decision instruments, if you will – that will help them make them purchase. That’s why you see product videos displayed so prominently. It’s also about inspiration – as you see in this Crate and Barrel example – with rich imagery designed to to provide inspiration, elevate the value proposition and create more avenues for engagement. And lastly, it’s about timeliness – responding to expression of consumer interest and intent in real-time, as Twitter’s latest ad products have recently begun to do and what you see from other innovators like LocalResponse.All these factors together - done right - can help drive shoppers to convert.

eMarketer Webinar: How Mobile Is Transforming the Path to Purchase eMarketer Webinar: How Mobile Is Transforming the Path to Purchase Presentation Transcript

  • ©2013 eMarketer Inc.May 23, 2013How Mobile IsTransforming the Pathto PurchasePresented by:Noah ElkinPrincipal AnalystSponsored by:
  • ©2013 eMarketer Inc.Agenda eMarketer’s mcommerce outlook Defining today’s mobile shopper Meeting the challenge of themobile-enabled path to purchase Brands that are dealing effectively withthe “showrooming” testTwitter Hashtag – #eMwebinar
  • ©2013 eMarketer Inc.eMarketer’sMcommerce Outlook
  • ©2013 eMarketer Inc.Mobile isbecoming amoreprominentchannel forretailtransactions
  • ©2013 eMarketer Inc.SmartphoneUsers57% of mobileusers (2013)Mobile Phone Users78% of population(2013)iPad Users61% of tablet users(2013)Tablet Users39% of population(2013)But mobile itself is no longer amonolithic categorySource: eMarketer 2013
  • ©2013 eMarketer Inc.Consumerswill continueto adoptsmartdevices at arapid rateSource: eMarketer, March 20132013 140.0M users 123.1M users2014 159.9M users 143.2M users2015 178.0M users 157.1M users2016 193.7M users 168.1M users2017 207.4M users 178.0M users
  • ©2013 eMarketer Inc.When it comes to shopping, smartphonesand tablets are taking separate paths
  • ©2013 eMarketer Inc.More smartphone owners shop but moretablet owners buy101.8MshoppersSmartphonesTablets75% ofsmartphoneownersshop52.3Mbuyers39% ofsmartphoneowners buy94.2Mshoppers84% oftabletownersshop70.6Mbuyers63% oftabletowners buySource: eMarketer, April 2013
  • ©2013 eMarketer Inc.Tablets tend to be associated with higheraverage purchase values …
  • ©2013 eMarketer Inc.… but in a fast-evolving market, the datatends to be fluid
  • ©2013 eMarketer Inc.Are tabletsbecomingthe new PC?Twitter Hashtag – #eMwebinarFor certainactivities, theanswer appearsto be “yes”
  • ©2013 eMarketer Inc.Consumer are starting to prefer tabletsfor some mobile activities like shopping
  • ©2013 eMarketer Inc.Tablets will drive the rise in higher value“couch and pillow” commerceTablets will represent 72% of mcommerce sales by 2017
  • ©2013 eMarketer Inc.Defining Today’s MobileShopper
  • ©2013 eMarketer Inc.Today’s shopper is literally andgeographically all over the mapNote: All data are for the USTablets are used primarilyat home; smartphonesare used primarily on the go(xAd/telmetrics)67% of US consumers startshopping on one device andcontinue on another(Google)86 million search for localbusiness information(15miles/Neustar Localeze)74% of smartphone-related purchases arecompleted offline (xAd/Telmetrics)74% of US internet userswho “showroom” buy onlinebecause of better prices(comScore)54% of tablet-relatedpurchases are completedonline via PC or mobiledevice (xAd/Telmetrics)
  • ©2013 eMarketer Inc.The customer is in charge of thecustomer journeyThesmartphone-equipped,sociallyconnectedshopper ishere to stay
  • ©2013 eMarketer Inc.Showrooming will continue to gainmomentumMarketersstand a goodchance ofkeepingpurchasesin-store:46% of“showroomers”buy where theysearch (Pew,Jan. 2013)
  • ©2013 eMarketer Inc.But noteverythingaboutshowroomingis negative:Some aspectspoint toadvancedshoppingbehaviors
  • ©2013 eMarketer Inc.Shopping isabout me:Satisfying myneeds andenjoying apersonalizedexperienceTwitter Hashtag – #eMwebinar
  • ©2013 eMarketer Inc.It’s not always about the saleToday’sconsumersexpectmarketers toengage themwith stories
  • ©2013 eMarketer Inc.That is why content marketing has surgedon marketers’ priority lists
  • ©2013 eMarketer Inc.If content isking, contextis queen intoday’smobile-enabledworld
  • ©2013 eMarketer Inc.The shoppingcart isn’talways theendpointThink of it as aplace toconsolidateinformation, notnecessarily thefinal step beforea purchase
  • ©2013 eMarketer Inc.Meeting the Challengeof the Mobile-EnabledPath to Purchase
  • ©2013 eMarketer Inc.Remember that primetime is anytimewhen it comes to mobile
  • ©2013 eMarketer Inc.Consider how mobile ads drive action Thedisplay-searchrelationshipworks similarlyin a mobilecontext Note thatsmartphonesand tablets haveincreasinglydistinct usagepatterns
  • ©2013 eMarketer Inc.Also pay attention to location, channeland intentA lot of mobilesearch activityis designed toqualify futurepurchases, notto satisfyimmediateneedsTwitter Hashtag – #eMwebinar
  • ©2013 eMarketer Inc.Advertise locally for consumerswho shop globallyTake advantageof the uniqueattributes ofmobile, including: Location targeting Highlypersonalized ads
  • ©2013 eMarketer Inc.Keep in mind that in-store shoppers tendto be more receptive to ads
  • ©2013 eMarketer Inc.Brands That AreDealing Effectively withthe Showrooming Test
  • ©2013 eMarketer Inc.Retailers arefocusing moreattention onshowroomingas thebehaviormoves to themainstreamTwitter Hashtag – #eMwebinar
  • ©2013 eMarketer Inc.Brands like Tesco that remove the barrier of place will win out in anomnichannel environment. Consumers expect to shop anytime, anywherethrough their interface of choice—you need to be there to serve them.Take the store out of the store
  • ©2013 eMarketer Inc.Showrooming is largely about price and convenience, but there’s more to anongoing customer relationship than the best deal and fast delivery. Physicalstores like Walgreens trump online shopping by adding services that facilitaterepeat purchases and loyalty.Focus on value-added services
  • ©2013 eMarketer Inc.Smart brands like Apple combine the human desire to experience the product ina tangible way with superlative customer service and a purchase process thatnegates the most common frustrations of the brick-and-mortar experience.Emphasize merchandizing and the humanelement
  • ©2013 eMarketer Inc.Cultivate the branded in-store experiencePeople crave unique experiences, and brands like Williams-Sonoma that makethe shopping process pleasurable and engaging will win out with manyconsumers over the quick-and-easy allure of an online purchase.
  • ©2013 eMarketer Inc.Brands like Nordstrom see showrooming as a way to forge a better relationshipwith the customer. Supporting socially engaged, commerce-enabled,responsive interactions across all device platforms will create a truly seamlessshopping experience.Embrace change and raise your digital IQ
  • Tablets exceed Smartphones: Global share of page viewsFeb 2013Source: Adobe Digital Index
  • Conversion rates by mobile device type1.1%Source: Adobe Digital Index
  • Adobe®Creative Cloud™Adobe®Marketing CloudMobileSitesMobileAppsMobileTacticsQR CodesSMSDisplay andSearchAdsAdobe & Mobile MarketingCREATEDELIVERANALYZEOPTIMIZE MANAGE
  • Learn more about Adobe solutionsSales: 877.722.7088Marketing Cloud: http://www.adobe.com/solutions/digital-marketing.htmlDigital Index: http://www.adobe.com/solutions/digital-marketing/digital-index.html
  • ©2012 eMarketer Inc.Sponsored by:You will receive an emailtomorrow with a link toview the deck andwebinar recording.Noah ElkinQ&A SessionHow Mobile IsTransforming thePath to PurchaseOver 200 eMarketer reports are publishedeach year. Here are some recent reports youmay be interested in: Dynamic Pricing: What Retailers Need to Know AboutCompeting in Real Time Real-Time Marketing: Speeding Up the CreativeProcess US Mobile Users: 2013 Forecast and ComparativeEstimates US Retail Ecommerce: 2013 Forecast andComparative Estimates State of Mobile Search 2013: Key Trends in MobileSEO and SEMLearn more about digitalmarketing with an eMarketercorporate subscriptionTo learn more: www.emarketer.com/corporate800-405-0844 or webinars@emarketer.com