The objective today’s presentation is to provide a primer on the current and immediate term landscape of mobile, mobile marketing and commerce.
Remember when accessing the internet was only possible from a desktop computer (with dial-up on a phone-line)?
Things have certainly changed quite a bit in just 7 years. Consumers have more ways than ever to access the internet. This in turn means that they’re simply more fragmented and harder to reach.
This is a picture of the scene in 2005 when Pope Benedict was presented to the world in St. Peter’s Square.
Just 8 years later, this picture is markedly different when Pope Francis was presented in the same exact square. And this image represents how much has changed with mobile!
Everyone has a cell phone, but now we’re seeing that ½ of all people in the US have a smartphone. This means that they’re able to access the internet whenever and wherever.
Tablet ownership is at an all time high as well. Giving consumers access in a larger format than their smartphone.
Due to the on-demand nature of the world we live in, it’s no surprise that people are spending just as much time accessing the web via a mobile device as they do with a PC. Advertisers that are focusing all their digital dollars in ONLINE are missing out on about half the time they could be spending talking to consumers digitally.
Forrester defines Context as three pieces of important data: PreferencesAttitudesSituation As marketers, we’re likely familiar in honoring the first two (Preferences & Attitudes), but “Situation” comes from data captured in mobile engagements. Examples of data from “situation”: Location data: we could send a message to you based on WHERE you are as a consumer (assuming you’ve opted-in). Altitude: if you’re on a plane or on the ground, we can send you different messagesEnvironmental conditions: if we know that you’re in a rainy location, we could send you an offer for an umbrella. If you’re in a sunny location that day, we wouldn’t send the umbrella offer. Speed: if you’re in a car or train going 90 km/hour, what message should we send that might be different if you’re walking on a street past one of our stores? All of this “situation” data adds a new level of awareness about consumers. And sets the stage for mobile.
As we have more and more devices, marketers find that consumers shift between devices throughout the day. We see three types of device use: Solo (using one device at the time) Sequential (using a laptop to do price research before going into the retail store, then a handset when in-store) Concurrent (e.g. watching a television while browsing on a laptop/tablet AND texting on a phone) Marketers not only have to pay attnetion to attitudes, preferences and situations. . .but ALSO to device shifting!
Consumers are spending a lot of time on their mobile devices, but how are their mobile actions impacting overall site traffic? Pretty significant traffic is coming from smartphones and tablets (34%). This means that without a mobile strategy/plan we are potentially missing out on 16% of online sales.
Mobile devices are used differently depending on the device. The larger format tablets tend to be used more for researching and purchasing, whereas mobile phones tend to be shopping companions while in-store (comparison/price shopping, keeping lists, mobile coupons, etc)
As previously stated, smartphones are shopping companions, playing a big role in the shopping process. Due to the way that consumers are comparison shopping while in-store it’s extremely important for retailers and CPG brands to optimize their mobile sites to allow for the best possible consumer experience that hopefully can then result in a sale.
But only 7% said they go on to purchase the product via their mobile phone while still in the store.
The Set-Up: The Pre-Buy. This is the mobile research phase, as consumers use smartphones and tablets before they even consider going to the store. Mobile is a pull rather than a push medium. Marketers should position information and messages about their products to be pulled by the consumer according to that person's time frame, mind-set, and location.The Move: In Transit. This phase occurs when the consumer is on the way to a store or running an errand. With new location-based capabilities, marketers can leverage information, such as smartphone location and speed, to send highly targeted and relevant messages to consumers who have opted in to receive valuable offers. Marketers will have to create value for consumers, to provide an incentive for them to leave their location "turned on" in any given app.The Push: On Location. This occurs at a brick-and-mortar store. In the early days of the internet, brick & mortar was a detriment to business, since online-only retailers could sell directly to consumers with fewer associated costs. With mobile, brick & mortar becomes an asset. But while some retailers are leveraging the ability to interact, most are still missing the opportunity to identify and interact with mobile shoppers while they are in the store.The Play: Selection Process. This is when customers are near the actual product they may be considering buying. With what is known as proximity marketing, marketers can use various technologies to interact in real time with customers, with the potential even to move to real-time pricing. For example, a number of customers walking by a particular product might receive a real-time offer such as a discount on it. Based on real-time awareness of inventory, the offer could be changed or discontinued before the next group walks by. Consumers already can scan barcodes on products and receive on-the-spot price comparisons with easy-to-use but sophisticated technologies.The Wrap: Point of Purchase. Here is yet another chance to sway the buyer. As businesses adopt more mobile self-checkout options and mobile capabilities are embedded into point-of-sales systems, offers and counteroffers can be presented to consumers during the buying and checkout process.The Takeaway: Post-Purchase. This occurs after the purchase, as consumers exchange photos, videos, and information of their recent purchase and share them via their mobile device with friends and colleagues, soliciting and receiving feedback. The challenge for marketers is to become part of the conversation at this stage.
Based on recent Deloitte study mobile phones influence 5% of annual retail sales ($159Billion) Deloitte predicts mobile devices’ influence will grow to represent 19 percent of total store sales by 2016, amounting to $689 billion in mobile-influenced sales. By comparison, direct mobile commerce sales will pass the $30 billion mark by that time, according to industry estimates. Nearly half (48 percent) of smartphone owners surveyed who use their devices for in-store shopping say it has influenced their decision to purchase an item in a store, and the study shows that consumers’ smartphone use tends to be highest at or near the point of purchase. More than 6 out of 10 (61 percent) of smartphone owners who use their devices to shop have done so while shopping at the store, and more than half (52 percent) reach for their phones on the way to the store.Smartphone-toting consumers appear more likely to make a purchase than those who do not own one or do not use it to assist in-store shopping. The mobile influence factor is different by category, with electronics, GM, Clothing, and Food topping the list.
Yet when it comes to implementing this vision, few retailers are accomplishing it. In the same survey, RSR asked retailers the extent to which they had synchronized their channels across different areas of omnichannel strategy. In all 13 areas, less than one in five respondents reported full synchronization. In no area did more than half report full synchronization or full synchronization in progress. Perhaps most notably, only a third of companies had or said they would soon have a fully synchronized customer experience across all channels.
The number of US mobile coupon users will rise from 12.3 million in 2010 to 53.2 million in 2014, driven by the rapid adoption of smartphones. (Source: eMarketer, 2013)
Mobile coupons can drive foot traffic back in the storeCould potentially close the loop on mobile to offline purchaseCoupons should not be thought of as a discounting vehicle, but content with an offer
“Your mobile device will touch every part of your life: it will be your wallet, your identity, your car keys, house keys, communication, social life and far more. All of these technologies already exist, but they will become more pervasive and engrained in everyday society in just a few short years."
Mobile Marketing and Commerce Insights
27 February 2014
Digital Kiosks &
Digital Out of Home, Theaters, Connected TV
The Digital Ecosystem in 2014
2010 2011 2012 2013 2014 2015 2016 2017
Half of all Americans own a smartphone
Smartphone ownership in the US 2010-17 | March
(millions and % of population)
Source: 2013 eMarketer, Inc.
2012 2013 2014 2015 2016 2017
Nearly a third own a tablet or eReader
Tablet ownership in the US 2012-17 | March 2013
(millions and % of population)
Source: 2013 eMarketer, Inc.
Increasingly, our mobile devices are our preferred access points to the web
Source: Jumptap and comScore, ―Screen Jumpin‖ September 5, 2013
Time Spent Online Among US Internet Users by Platform and Demographic, April 20 % of total minutes
Tablets play a
used at home for
Tablets play a slightly different role
Smartphones are used throughout the day and play a key role in making real-time
purchase decisions that happen in the store or, most often later online.
Purchases on smartphones are increasing but still outpaced by tablets and desktop.
Tablets, on the other hand, see peak usage during leisure hours and represent greater
engagement with site content as well as more frequent and bigger ticket
purchases, hence the term couch commerce.
"Tablets surpassing portables in
2013, and total PCs in
2015, marks a significant change
in consumer attitudes about
computer devices and the
applications and ecosystems that
- Ryan Reith, Program Manager for IDC's Mobility Trackers
Pew surveyed 2,252 U.S. adults, and found that
34% owned a tablet, up from:
– 18% in 2012
– 8% in 2011
– 3% in 2010
Adults ages 35 to 44 own tablets at a higher rate
than any other age category
A customer’s mobile context consists of:
– Preferences: the history and personal decisions the
customer has shared with you or with his social networks
– Attitudes: the feelings or emotions implied by the
customer’s actions and logistics
– Situation: the current location, altitude, environmental
conditions and speed the customer is experiencing
The Future of Mobile is Context
Context Drives Device Choices
The amount of
time we have or
The goal we
Our location Our attitude
and state of
34% of online traffic & 16% of online
sales come from mobile devices
Mobile is often focused on discovery
Source: Nielsen 2013
Mobile has a greater
impact on indirect
commerce (in-store use)
while tablets play a
deeper role in research
and direct commerce.
Smartphones play a pivotal role in the shopping process
40% of US consumers report using their devices for showrooming, the process of
shopping for a better deal or product online while in-store.
For CPG brands, smartphone-optimized .com content (brand site, microsites, landing
pages) is essential to capturing the attention and intent of these consumers, particularly
at point of sale.
Showrooming, while unsettling for retailers, provides
excellent insight into crafting mobile experiences
Use of mobile in showrooming
To compare prices with another retailer 32
To ask my friends or family what they would recommend
To take a photo of the product or note down product details to
help me remember it for later
To look up product information or comparisons 18
To check product availability at another retailer 18
To check if it was easier/more convenient to order the product
To check the range of products at another retailer 14
To receive advice or information from another retailer 8
To purchase the product via an app or website while I was still
in the store
Mobile’s New Role in E-Commerce
The traditional purchase funnel is being replaced by an “always on”
mobile shopping life cycle
Mobile’s Influence on Retail Sales
Mobile alone will influence $700B in sales by 2016
Retailers Lag Behind Consumers’ Omnichannel Desires
• Retailers have to overcome a variety of
hurdles to create an omnichannel
experience, while have customers have
already made the leap. Consumers still
make most purchases in a physical
store, but they’re hopping from device to
device as they gather product information
and recommendations before leaving
home. Even while in a physical
store, many augment their shopping by
looking for information via mobile
• More than any other
technology, smartphones and tablets are
changing the shopping experience for
consumers, letting them bridge the online
and offline experience—even when
stores fail to make it easy for them to do
so. ―Consumers are a couple of steps
ahead of the brand,‖ said Tony
King, founder of luxury retail consultancy
King & Partners. ―People will check
something seven or eight times online
before they actually buy … [using]
several devices. They are experiencing
the brand across all those different
Mobile coupons are driving mobile commerce growth
Mobile sites are best for purchasing
products, but mobile apps can be value
add, brand relevant content for consumers
80% of smartphone owners want more
mobile-optimized product information while
they’re shopping in stores.
Nearly 50% of shoppers believe they are
better informed than store associates.
Mobile Retail Apps