Digital is                 NOT           one size fits all.  There are overarching themes & trends that can               ...
Digital Trends:•   Mobile is king•   Social connection drives behavior•   eShopping has arrived•   Digital giants dominate...
Mobile is King    In Europe, Japan and Australia it is a fast-rising star, becoming more     and more sophisticated. In De...
Social Connection Drives Online BehaviorSocial networking is growing everywhere. In certain markets, such   as Indonesia a...
eShopping Has ArrivedThe line between online and offline shopping and buying behavior isblurring. Where online shopping is...
Digital Giants Dominate the          Global LandscapeMultinational sites and companies such as Google, Facebook, Twitter, ...
Digital Ad Spend On The Rise  Major advertisers continue to increase their media spend ondifferent digital media, from mob...
The First ScreenMOBILE• 4.5 Billion Mobile Phone Subscriptions Globally by 2012• Mobile Web Traffic increasing 130% each Q...
Global Data
How To Think About Mobile
Mobile has 3 three pillars:•Bite-Sized•Relevant•Easy in, Easy Out
Bite-Sized, Relevant, Disposable
To succeed withmobile, we needless focus ontechnology, andmore on humanbehavior.
The Swiss Army knife of digital.
Three Users, One Device.    Brooke           Davis           Allen    Age 16           Age 27          Age 52    ---      ...
Time Killers vs. Time SaversWhen you boil things down, mobile consumersreally want one of two types of experiences:• Somet...
How to think about mobile… Time Savers (tools)              Time Killers                     (Experiences)
CONSUMER DECISION JOURNEY
MOBILE CAN SOLVE KEY MARKETING BARRIERS     BREAK THROUGH     DISPLAY & SEARCH     CLOSE SALES       COMPARE & PURCHASE   ...
LOCATION
Addicted to Now.• $100 now, or $200 next week?• As we approach now, our  decision-making becomes  hyperbolically more irra...
Me. Here. Now.
THE OPPORTUNITYTHE DIGITAL LOCATION:
THE DIGITAL LOCATION:
Local Search     95%  of Smartphone usersactively use local search. (88% Take Action Within The         Same Day)         ...
Smartphone Use While ShoppingSource: Google/Ipsos OTX Mobile Research, November 2010.
Ever Made A Purchase Decision          From Your Smartphone?(Source: Think Mobile w/ Google)
Mobile Shopper Spectrum  Aisle      Store        Beyond
AisleIn the aisle, mobile isabout connecting withproducts.•   Search•   More information•   Price comparison•   Consumer r...
StoreAt the store level,mobile is more aboutwhere, when, and why.•   Retailer relationship•   Flexible offers•   Loyalty• ...
BeyondBeyond the store,mobile offers uniqueways to connect anddrive visits andcuriosity.•   Alerts & CRM•   Loyalty•   Adv...
Store – How It WorksShopAlerts –•   52% Lift in purchase intent•   54% lift in repeat store visits•   50% lift in search f...
PAYMENT
Mobile Wallet
Payment Experience
Mobile Payment = Growth
Wallet Players
Near Field (NFC) & Over The Air (OTA) NFC –                OTA – • Secure             • Secured by NFC   Credentials      ...
Tesco
Square
SOCIAL
LIFESTREAM FROM…       …TOMY STATUS   MY LIFE                 46
LIFE STREAMTHE RACE TO OWN SOCIAL SEARCHHOW WEB PAGES                 HOW FRIENDS RELATERELATE TO SEARCHES                ...
LIFE STREAM              48
LIFE STREAM
LIFE STREAM
Mobile isMandatory.Everywhere.   Now.
Christopher MillerEVP Group Management Director, Digital   ,Twitter: @scubachrisPatrick J. MoorheadSVP Group Management Di...
Ad Age Webcast : Shift consumers and mobile
Ad Age Webcast : Shift consumers and mobile
Ad Age Webcast : Shift consumers and mobile
Ad Age Webcast : Shift consumers and mobile
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Ad Age Webcast : Shift consumers and mobile

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Advertising Age Webcast by Patrick Moorhead and Chris Miller of Draftfcb - Novembre 2011

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Ad Age Webcast : Shift consumers and mobile

  1. 1. Digital is NOT one size fits all. There are overarching themes & trends that can drive efficiencies… BUTeach country has nuances that should be addressed when planning digital.
  2. 2. Digital Trends:• Mobile is king• Social connection drives behavior• eShopping has arrived• Digital giants dominate landscape• Ad spending continues to rise
  3. 3. Mobile is King In Europe, Japan and Australia it is a fast-rising star, becoming more and more sophisticated. In Developing Markets, it has become the baseline. People are skipping the PC phase and going straight into mobile internet. newmediaage – June 15th, 2011:“Unilever plans to use mobile as a key channel fordoubling the size of its business through emerging markets.”http://www.nma.co.uk/news/unilever-turns-to-mobile-to-double-business-in- emerging-markets/3027447.article Indonesia
  4. 4. Social Connection Drives Online BehaviorSocial networking is growing everywhere. In certain markets, such as Indonesia and Brazil, consumers are skipping traditional communication tools, such as email, and going directly into Facebook, Orkut and Twitter.
  5. 5. eShopping Has ArrivedThe line between online and offline shopping and buying behavior isblurring. Where online shopping is not happening yet, it is certainly influencing offline transactions. MercadoLivre: Brazil’s eBay Argentina: #1 Market for Groupon
  6. 6. Digital Giants Dominate the Global LandscapeMultinational sites and companies such as Google, Facebook, Twitter, and MSN, among others, trend towards the top in most countries, offering an opportunity to maximize efficiencies.
  7. 7. Digital Ad Spend On The Rise Major advertisers continue to increase their media spend ondifferent digital media, from mobile to banners, social to search. And there is much more to come.
  8. 8. The First ScreenMOBILE• 4.5 Billion Mobile Phone Subscriptions Globally by 2012• Mobile Web Traffic increasing 130% each Quarter since 2010• Mobile is not optional for consumers… or brands.• Mobile quickly moving from “3rd screen” to 1st screen.
  9. 9. Global Data
  10. 10. How To Think About Mobile
  11. 11. Mobile has 3 three pillars:•Bite-Sized•Relevant•Easy in, Easy Out
  12. 12. Bite-Sized, Relevant, Disposable
  13. 13. To succeed withmobile, we needless focus ontechnology, andmore on humanbehavior.
  14. 14. The Swiss Army knife of digital.
  15. 15. Three Users, One Device. Brooke Davis Allen Age 16 Age 27 Age 52 --- --- --- Social & Media Social & Communication Communication & Productivity
  16. 16. Time Killers vs. Time SaversWhen you boil things down, mobile consumersreally want one of two types of experiences:• Something to waste time with• Something to save time with.Every brand in the world has at least one of thesetwo experiences to offer their target consumers.The trick is often determining which of the two willmeet the needs of both effectively.
  17. 17. How to think about mobile… Time Savers (tools) Time Killers (Experiences)
  18. 18. CONSUMER DECISION JOURNEY
  19. 19. MOBILE CAN SOLVE KEY MARKETING BARRIERS BREAK THROUGH DISPLAY & SEARCH CLOSE SALES COMPARE & PURCHASE DRIVE LOYALTY CRM CROSS-SELL NEW PRODUCTS CREATE ADVOCACY GET SOCIAL 20
  20. 20. LOCATION
  21. 21. Addicted to Now.• $100 now, or $200 next week?• As we approach now, our decision-making becomes hyperbolically more irrational.• We can plan long range, but when it comes to now vs. later, we’re like pigeons. Wall Street Journal – How Future Self Impacts Saving
  22. 22. Me. Here. Now.
  23. 23. THE OPPORTUNITYTHE DIGITAL LOCATION:
  24. 24. THE DIGITAL LOCATION:
  25. 25. Local Search 95% of Smartphone usersactively use local search. (88% Take Action Within The Same Day) (Source: Think Mobile w/ Google)
  26. 26. Smartphone Use While ShoppingSource: Google/Ipsos OTX Mobile Research, November 2010.
  27. 27. Ever Made A Purchase Decision From Your Smartphone?(Source: Think Mobile w/ Google)
  28. 28. Mobile Shopper Spectrum Aisle Store Beyond
  29. 29. AisleIn the aisle, mobile isabout connecting withproducts.• Search• More information• Price comparison• Consumer reviews• Deals and offers
  30. 30. StoreAt the store level,mobile is more aboutwhere, when, and why.• Retailer relationship• Flexible offers• Loyalty• Convenience• Badge & Status
  31. 31. BeyondBeyond the store,mobile offers uniqueways to connect anddrive visits andcuriosity.• Alerts & CRM• Loyalty• Advertising• Search
  32. 32. Store – How It WorksShopAlerts –• 52% Lift in purchase intent• 54% lift in repeat store visits• 50% lift in search for more information• 15% lift in more info search on device• 22% conversion to purchase Your Brand• 78% overall consumer satisfaction with receiving offers
  33. 33. PAYMENT
  34. 34. Mobile Wallet
  35. 35. Payment Experience
  36. 36. Mobile Payment = Growth
  37. 37. Wallet Players
  38. 38. Near Field (NFC) & Over The Air (OTA) NFC – OTA – • Secure • Secured by NFC Credentials element • Swipe pay • Works over wifi, • Hardware layer 3G, etc… • Device to device • Broader range of • Support of interactions several apps at • Enable SSL-like once behaviors
  39. 39. Tesco
  40. 40. Square
  41. 41. SOCIAL
  42. 42. LIFESTREAM FROM… …TOMY STATUS MY LIFE 46
  43. 43. LIFE STREAMTHE RACE TO OWN SOCIAL SEARCHHOW WEB PAGES HOW FRIENDS RELATERELATE TO SEARCHES TO WEB PAGES SOCIAL SEARCH 47
  44. 44. LIFE STREAM 48
  45. 45. LIFE STREAM
  46. 46. LIFE STREAM
  47. 47. Mobile isMandatory.Everywhere. Now.
  48. 48. Christopher MillerEVP Group Management Director, Digital ,Twitter: @scubachrisPatrick J. MoorheadSVP Group Management Director, Mobile & Email Platforms ,Thank you!Twitter: @chimediaguy

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