Opening Trend Report: "Mobile: A Consumer Rethink. Not a Technology Rethink."

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  • Three examples : Mobile- Tampax, Social, Local
  • Combining the Key Moment for consumers in the purchase decision funnel, what brand to buy and where to buy it

Transcript

  • 1. Welcome to the iMedia Breakthrough SummitKeeping Pace with the Mobile Consumer Marti Funk, VP, iMedia Communications @Funk
  • 2. Summit Advisory Board
  • 3. Join the Conversation on Twitter #iMediaSummit Talking Points. Strategy Insight.Speaker Analysis. Networking Connections.
  • 4. Opening Trend ReportMobile: A Consumer Rethink. Not a Technology Rethink. John Hadl Summit Host Venture Partner US Venture Partners
  • 5. John Hadl Partner, US Venture Partners
  • 6. 2005 iMedia Agency Conference Palm Desert, California
  • 7. 2009 iMedia Brand Conference Las Vegas, California
  • 8. 2012 iMedia Breakthrough Conference Austin, TX
  • 9. Always Start with the Consumer
  • 10. Four Major Consumer Behaviors Communication Content Consumption Creation Commerce
  • 11. Understanding Needs: Communicating Their Uses FINDSELF PROMOTE DISCOVER & INFORMATION BE AND LOOK MAINTAIN TRANSACT AND MAKE ENTERTAINED SMART RELATIONSHIPS DECISIONS FourSquare Living Social FaceBook Bejeweled Square Face Book Google Twitter Yahoo Amazon Twitter Groupon My Yearbook Zynga eBay Linked In
  • 12. From chance encounters in a media environment …. to brand as hero solving consumer needs in real time OLD MODEL NEW MODELHOME IN STORE TRAVEL COMMUTING REACH REACH WHILE IN PURE CONSUMING NEED STATES MEDIA EMERGENCY WORKWORK HOME START BY SOLVING FOR YOUR CUSTOMERS NEEDS AND PAIN POINTS
  • 13. Impact of Mobile throughout the Shopping Continuum Choosing a store or Pre-Tail™ website Research, word of mouth, trial Browsing, comparin Retail g, researching & selecting items Post-tail™ Using the Purchase product (SMOT)
  • 14. Shopping, learning, buying, supporting Aligning on a product choice and choosing a IntentPre-tail/Brand Advertising store or website Core area of focus Browsing, Retail comparing, researching & selecting items Post-tail Using the Purchase product 19
  • 15. It’s not as much a technology re-think…. as a consumer re-think
  • 16. Mobile Is The New Cigarette
  • 17. Location Changes EverythingThis one input has the ability to change all the activities/outputs marketers do
  • 18. The Anatomy of Place
  • 19. Location Aware: Web and Mobile 85% of US impressions can be Geo Targeted to Zip 20% of Mobile Impressions
  • 20. Turning Time & Location into Audience and Context…
  • 21. What’s on Deck Today Tomorrow Brendon Kraham Stephanie Bauer Marshall The Mobile Playbook: Shaping the Future of5 Creative Ways to Win in Mobile Marketing Innovation