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Mobile's Changing Face: The Multiscreen Impulse Economy
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Mobile's Changing Face: The Multiscreen Impulse Economy

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  • Huge Delta between time spent on mobile by consumers, and the dollars brands are putting against it.This also only reflects ad media dollars.
  • Huge Delta between time spent on mobile by consumers, and the dollars brands are putting against it.This also only reflects ad media dollars.
  • Huge Delta between time spent on mobile by consumers, and the dollars brands are putting against it.This also only reflects ad media dollars.
  • Huge Delta between time spent on mobile by consumers, and the dollars brands are putting against it.This also only reflects ad media dollars.

Transcript

  • 1. Fast Shopper, Slow Store Mobile’s Changing Face:The MultiScreen Impulse Economy Gary Schwartz
  • 2. The 2012 Election
  • 3. 50k retweets
  • 4. Votes not LIKES get you elected
  • 5. George
  • 6. Here is the problem . . . 2000x raw speed 2600x raw speed{AGC (Apollo Guidance Computer) had 2kb memory, 32kb of read onlymemory (storage), CPU 1.024 MHz. Samsung Galaxy II S has 1 GB memory(1 048 576 kb), 32 GB storage (33 554 423 kb), CPU Dual-core 1.2 GHz(1200 MHz x 2)}
  • 7. top 13 mobile activities in December 20119
  • 8. 120 short years . . .
  • 9. 120 short years . . .
  • 10. 120 short years . . .
  • 11. Its all about the screen narrative . . .
  • 12. 43 mins 39 mins 30 mins 17 mins Google MultiScreen Report
  • 13. 90%Use multiple screens5 connect-devices in US household . sequentially to 98% accomplish a task6% of homes have 15 devices. over time. Move between devices that same day
  • 14. know your screen! Average age of linear network subscriber is 55 years old
  • 15. native digital folk switch27 windows per hour
  • 16. one-fisted vs. two-fisted devices
  • 17. 75% are active on phonesin the john, 13% of guyscompleting mobilepurchases www.11mark.com/IT-in-the-Toilet
  • 18. Google’s Z-MOT Google MultiScreen Report
  • 19. Curate your customerOwn your data . . .
  • 20. The pick up . . .
  • 21. 70 . 20 . 10
  • 22. loyalist engagement . . . Engaged with customers in 2011 In A/B tests drove 10x conversion into store and cloud over email Consumer Engagement Award 2012, NRF
  • 23. MESSAGE CONNECTCONVERT
  • 24. they want to buy . . . Multi-Part SMS with Link to productinfo in 1st message Multi-Part SMS with Link to content in 2nd message: 2x CTR Multi-Part SMS with Link to shop now in 2nd message: 3x CTRSingle MMS with Link to shop now in message: 6x CTR
  • 25. they want to buy . . . Multi-Part SMS with Link to productinfo in 1st message Multi-Part SMS with Link to content in 2nd message: 2x CTR Multi-Part SMS with Link to shop now in 2nd message: 3x CTRSingle MMS with Link to shop now in message: 6x CTR 10% lift in sales of email combines with messaging
  • 26. . . . 1 in 4 drive a sale
  • 27. CONNECT TO YOUR LOYALIST• Activate all media and product.• Build an OTT mCRMnetwork.• (Consider building a loyalty PINs network.)• Remember digital makes for strange bedfellows . . . TALK TO YOUR LOYALIST• No more campaigns silos!• Campaigns ride on your OTT network.
  • 28. gary@impactmobile.comTwitter @impulse economy
  • 29. gary@impactmobile.comTwitter @impulseeconomy