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"Engaging the Consumer On-The-Go" - Bricks & Mobile 2011 Chicago
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"Engaging the Consumer On-The-Go" - Bricks & Mobile 2011 Chicago

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Presentation used in Chicago on 10/5/2011 for Bricks and Mobile 2011 (Thanks, Kelly!). "Engaging the Consumer On-the-Go" with Scott Forshay of Morpheus/CREATETHE GROUP, Tim Hayden of 44Doors, Tom …

Presentation used in Chicago on 10/5/2011 for Bricks and Mobile 2011 (Thanks, Kelly!). "Engaging the Consumer On-the-Go" with Scott Forshay of Morpheus/CREATETHE GROUP, Tim Hayden of 44Doors, Tom Nawara of Acquity Group, and Suhail Pothigara of Macy's.

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  • 30%: of consumers ages 25-44 considered a retailer’s mobile competence a major factor when shopping (IDG Insights, 2011)This research indicates that customers trust retailers that have embraced mobile technology, which includes both mobile apps and mobile-optimized Web sites.
  • 47% : Shop.org Social Commerce Survey.
  • 53%: of on-the-go shoppers will give you their location in exchange for more relevant content (JiWire, September 2011).60% of those under 34. 69% in the UK.
  • 56% : of people believe mobile can make the shopping experience more enjoyable (Lightspeed Research, 2011)SMS DialogueLBS/Geo ServicesMobile SearchIn-Store ActionsCross-Channel Engagement
  • What’s next?

Transcript

  • 1. Engaging the On-the-Go Consumer
    Tim Hayden, CMO, 44Doors
    Scott Forshay, Director, Mobile Strategy, Morpheaus Media
    Tom Nawara, Vice President, Digital Strategy and Design, Acquity Group
    SuhailPothigara, Manager, Mobile Development Program, Macys.com
  • 2.
  • 3.
  • 4. Scott Forshay
    Director, Mobile Strategy
    Morpheaus Media
  • 5. Trend One: Connected Consumers are Consumers of Context
  • 6. Trend Two: Intelligent Marketing is Now in the Moment.
  • 7. Trend Three: The Mobile Medium Carries the Brand Narrative
  • 8. Tom Nawara
    Vice President, Digital Strategy and Design Acquity Group
  • 9. Tom Nawara
    VP, Digital Strategy & Design
    tom.nawara@acquitygroup.com
    @tnawara
    • One of the top five independent digital agencies in the country1
    • 10. Headquartered in Chicago with 12 offices globally
    • 11. Over 475 experienced business, design, marketing and technology professionals
    • 12. We have been a trusted partner to more than 600 clients on thousands of projects
    Acquity Groupis a leading 
digital strategy, 
experience design,and
 online technology
services firm.
    9
    1 Top 5 independent digital agency – 2010 & 2011, Advertising Age
  • 13. The third screen is already the first screen
    >5.4BB mobile subscribers globally
    250MM in the US
    43% smartphones
    10
  • 14. Notable Statistics
    30%
    [of consumers ages 25-44 considered a retailer’s mobile competence a major factor when shopping] *
    * IDC Insights, 2011
  • 15. Notable Statistics
    47%
    [of consumers have accessed customer reviewsin-store using their mobile device] *
    * Shop.org Social Commerce Survey, September 2011
  • 16. Notable Statistics
    53%
    [of on-the-go shoppers will give you their location in exchange for more relevant content] *
    * JiWire Study, September 2011
  • 17. Notable Statistics
    56%
    [of people believe mobile can makethe shopping experience more enjoyable ] *
    * Lightspeed Research, 2011
  • 18.
  • 19. SuhailPothigara
    Manager, Mobile Development Program Macys.com
  • 20. Web Ads have been shrunk to fit in the mobile channel..
    Web Banner
    =
    Mobile Banner
    ..and they are not working
    “48% to 60% of Mobile ads are accidentally hit”
    - Pontiflex Survey and others.
  • 21. The web popups have reappeared - just more annoying
    =
    Push Notifications
    Web Popups
  • 22. SoLoMo + Mobile Sensors
    The new mobile advertising and engagement success factors
    Mobile Engagement inputs:
    • SOcialnetwork integration
    • 23. Likes, Fan pages, Social buying
    • 24. LOcation - Real-time Awareness
    • 25. (GPS + Cell tower)
    • 26. Day parts + weather
    • 27. MObile App interactions
    • 28. Return frequency
    • 29. Product Research and Purchases
    Web Engagement inputs:
    • Search Keywords
    • 30. Browsing history (cookies)
    • 31. Shopping and purchase history
    • 32. Social integration
    Main Areas of Opportunity
    In-store purchase experience
    Gamification and rewards
    • Store price and availability.
    • 33. scanning barcodes and mobile coupons
    • 34. Geo Fencing and Mobile Payments
    • 35. Rewarding key behaviors with Gift cards, couponsand other rewards.
  • Engaging the On-the-Go Consumer
    Tim Hayden, CMO, 44Doors
    Scott Forshay, Director, Mobile Strategy, Morpheaus Media
    Tom Nawara, Vice President, Digital Strategy and Design, Acquity Group
    SuhailPothigara, Manager, Mobile Development Program, Macys.com