7. More than 50%say
their mobile devices makes them browse
the internet more.
Source: Yahoo!
8. Iusemymobile devicetoaccess shopping relatedinformation
There’s been explosive growth in leveraging
our mobile devices for shopping information…
Beauty and
Personal Care
20 M
2010
47 M2012
Packaged Food
and Beverage
20 M
2010
40 M2012
Automotive
?
2010
47 M2012
Source: Yahoo!
9. What’s Your Biggest Challenge in Mobile?
“Marketers know that mobile plays a large role in
the day-to-day lives of consumers. But the key is
to understand when and where they use it in order
to develop a unique and engaging experience.”
- Adam Kmiec, director of global digital marketing,
Campbell Soup
10. Mobile Shopping Begins At Home,
Then Continues
At Home On the Go In Store
Waiting
in line
84 % 36 % 54
%
46%
11. Mobile Devices Extend the Shopping Process
75%of mobile owners
77%of tablet owners
say they go home to do more shopping on their PC
12. What’s Your Biggest Challenge in Mobile?
“Customers want to be able to search for an item and
buy it right away or move on. They are looking for a
simple and direct path to accomplish that task.
Retailers and brands, throw everything at them,
including coupons ultimately putting a roadblock
between the customer and what they want to
achieve.”
-Bill Loller, vp of smarter commerce group, IBM
13. The reality is, there is still hesitation for one-click buying
I feel comfortable using my mobile
phone as a 'wallet' when I use it to
pay for products or services
THE MOBILE WALLET
I typically store account
information on my mobile device
(e.g., within apps, other programs)
I am open to making purchases
on the mobile web regardless of
how cheap or expensive the
product or service is
MOBILE
23%
TABLET
30%
MOBILE
30%
TABLET
38%
MOBILE
31%
TABLET
44%
14. The reality is, there is still hesitation for one-click buying
I am hesitant to give my credit card
information over the mobile web
SECURITY
If my mobile phone is stolen or
lost, I’m worried that banking-credit
card information stored on my
device is not secure or safe
MOBILE
59%
TABLET
50%
MOBILE
52%
TABLET
53%
20. 85%of consumers say they prefer mobile apps
to the mobile web.
Source: eMarketer
21.
22.
23. When mobile shoppers arrive, sites are disappointing
and paying is even worse
Disappointed companies don’t have
optimized site
SITE EXPERIENCE
Disappointed companies don’t
have application
I am less likely to re-visit a brand’s
site if it wasn't optimized for my
mobile device the first time I visited
it
MOBILE
44%
TABLET
50%
MOBILE
38%
TABLET
47%
MOBILE
38%
TABLET
44%
Source: Yahoo!
24. When mobile shoppers arrive, sites are disappointing
and paying is even worse
Filling out forms on my mobile
phone is difficult
BUYING STUFF
Brands-Manufacturers-Retailers
have not made it easy to redeem
coupons on my mobile device
while in-store
I am sometimes unsuccessful at
making payments using my mobile
device
MOBILE
61%
TABLET
46%
MOBILE
36%
TABLET
37%
MOBILE
27%
TABLET
26%
Source: Yahoo!
25.
26. Relevant, personalized & engaging ads are
popular ad tactics among mobile shoppers
Ads which are relevant to my
interests/background 49%
WOULD CAPTURE MY ATTENTION
52%
52%
49%
54%Ads which are relevant to my
current location or local area
Ads which offer
coupons/promotions
Ads that provide a lot of detailed
information
Ads that offer me something in
return
(i.E., Coupon, voucher,
sweepstakes)
Source: Yahoo!
27. DO• Include mobile as part of an integrated plan
• Think of the consumer’s experience first
• Do remember that mobile users want snackable info
• Do optimize your website
28. DON’T
• Build an app just to build an app
• Build a full website with rich content for mobile
• Update consumers more than once a day
• Make mobile ads complicated
Editor's Notes
Steve Open:Good morning! My name is Steve Schuler and I lead mobile ad products marketing at Yahoo! We all have busy schedules and so I really appreciate you making time to join our call.As you can see the map on this page highlights Yahoo!’s world headquarters in Sunnyvale California, where I’m talking to you from now.But, what you likely also notice is the large air field right down the street from our office. That’s Moffett Air Force Base. The Yahoo! campus is often buzzed by planes, helicopters and even blimps, but I think the most interesting thing about this base is that it is also home to the NASA Ames Research Facility and NASA’s Kepler mission.The Kepler space telescope is charged with the unique task of discovering ‘Goldilocks Planets’ – as in Goldilocks and the Three Bears - in other solar systems. Meaning planets like Earth that are the right distance from their respective sun so that the surface temperature is not too hot, or too cold, but just right for supporting life. This serves as a fitting analogy for our mobile conversation todayFor a number of years the top question I was asked was: “why should brands consider mobile advertising as part of their media strategy?”But in the past 12 months I’ve noticed a shift. Now the top question is: “what kind of mobile advertising is just right for my brand?”In other words what is the “Goldilocks” strategy for mobile advertisingWith 95 Million monthly US Smartphone and Tablet users, that’s 80% reach into the US Smartphone and tablet audience, I think Yahoo! is an ideal platform for any mobile marketing campaign – we are truly the only mobile publisher at the heart of people’s daily habits.But, when it comes to designing a mobile campaign that just right to accomplish your objectives, things get a little more nuanced. That’s why I’m so pleased that we have two digital marketing experts on the line today.I’ve shared some Yahoo! mobile marketing insights and examples with Stephanie and Brian and I’m sure we can all draw some lessons from their experience. I’m excited to learn more about the ‘just right’ mobile solutions that have worked for these marketers.Giselle – take it away
Welcome message
Of consumers who own these devices…
Differences in mobile use vs. tablet? Stephanie, both are used for research, but tablet is more of a magazine experience.
Question to speakers: How has increase in mobile usage affected your marketing over the past two years?Brian: Mobile traffic increase, HTML 5 optimized sites.Stephanie: Mobile should not be an afterthought.
Giselle will introduce biggest challenge concept. Panelists will react.Stephanie has said that mobile is for the quick hit, not the download
Just because you can take your device on the go, doesn’t mean mobile is used primarily out of home. Owners use their devices at home much of the time, mostly in front of the TV or in the living room, where there is a lean back atmosphere. 18 percent of mobile phone owners and 15 percent of tablet owners admit to taking their device into the bathroom.How do you see people using mobile differently based on where they are?Brian: PC for window stickers, mobile for SEO, in-showroom research and price comparison, etc.Stephanie: Shorter purchase funnel. Recipe research at home, location and availability research on the go, product info/coupons in-store
Reaction to quote:Stephanie disagreed.Brian?And Yahoo! Data reflects otherwise.
Just 31 percent of mobile users and 44 percent of tablet users are comfortable making a purchase on the mobile web, regardless of price.
Question: Promising vs. Disappointing technologies.
Giselle: Vicks case study.To Brian, Stephanie: How are you using geolocation to drive people into dealerships, stores?
Brian: Likes Shazam, but doesn’t think it’s a realistic use case
Stephanie: QR Codes Good and BadAlso, a lot of promising tech is traditional: creative ad retargeting, sequential messaging that moves with consumers across devices.
Stephanie’s examples of great apps.Apps are for loyalists. Consumers are committing to your brand, but you have to build something that is going to keep consumers coming back.
Ford’s mustang customizer can be done on PC, tablet or mobileBrian: You sometimes talk about you have to create content that fits the screen, but this is an example of an engagement that works across platforms. How did Ford adapt this engagement for a mobile app?
Could preference for apps be due to poor mobile site design?Mobile users expect a mobile optimized site. Fewer are disappointed when companies don’t have an app.
What do consumers expect from mobile advertising? How are you using mobile advertising? For branding, for customer acquisition?Comscore says mobile ad spend reach $2.6 billion in 2012. But online ad spend was at $100 billion. What needs to happen for mobile to catch up?
Steve Close:Thank you to Deanna Zammit and DigiDay for producing a great eventThanks to our moderator and panelistsGiselle AbramovichBrian McClaryStephanie Kovner-BryantAnd thanks to you for joining us todayPlease email me if you’d like more information on NASA’s Kepler mission or on mobile advertising with Yahoo! that is just right for your business.