"Engaging the Consumer On-The-Go" - Bricks & Mobile 2011 Chicago

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Presentation used in Chicago on 10/5/2011 for Bricks and Mobile 2011 (Thanks, Kelly!). "Engaging the Consumer On-the-Go" with Scott Forshay of Morpheus/CREATETHE GROUP, Tim Hayden of 44Doors, Tom Nawara of Acquity Group, and Suhail Pothigara of Macy's.

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  • 30%: of consumers ages 25-44 considered a retailer’s mobile competence a major factor when shopping (IDG Insights, 2011)This research indicates that customers trust retailers that have embraced mobile technology, which includes both mobile apps and mobile-optimized Web sites.
  • 47% : Shop.org Social Commerce Survey.
  • 53%: of on-the-go shoppers will give you their location in exchange for more relevant content (JiWire, September 2011).60% of those under 34. 69% in the UK.
  • 56% : of people believe mobile can make the shopping experience more enjoyable (Lightspeed Research, 2011)SMS DialogueLBS/Geo ServicesMobile SearchIn-Store ActionsCross-Channel Engagement
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  • "Engaging the Consumer On-The-Go" - Bricks & Mobile 2011 Chicago

    1. 1. Engaging the On-the-Go Consumer<br />Tim Hayden, CMO, 44Doors <br />Scott Forshay, Director, Mobile Strategy, Morpheaus Media<br />Tom Nawara, Vice President, Digital Strategy and Design, Acquity Group <br />SuhailPothigara, Manager, Mobile Development Program, Macys.com<br />
    2. 2.
    3. 3.
    4. 4. Scott Forshay<br />Director, Mobile Strategy<br />Morpheaus Media<br />
    5. 5. Trend One: Connected Consumers are Consumers of Context<br />
    6. 6. Trend Two: Intelligent Marketing is Now in the Moment. <br />
    7. 7. Trend Three: The Mobile Medium Carries the Brand Narrative<br />
    8. 8. Tom Nawara<br />Vice President, Digital Strategy and Design Acquity Group<br />
    9. 9. Tom Nawara<br />VP, Digital Strategy & Design<br />tom.nawara@acquitygroup.com<br />@tnawara<br /><ul><li>One of the top five independent digital agencies in the country1
    10. 10. Headquartered in Chicago with 12 offices globally
    11. 11. Over 475 experienced business, design, marketing and technology professionals
    12. 12. We have been a trusted partner to more than 600 clients on thousands of projects</li></ul>Acquity Groupis a leading 
digital strategy, 
experience design,and
 online technology
services firm.<br />9<br />1 Top 5 independent digital agency – 2010 & 2011, Advertising Age<br />
    13. 13. The third screen is already the first screen<br />>5.4BB mobile subscribers globally<br />250MM in the US<br />43% smartphones<br />10<br />
    14. 14. Notable Statistics<br />30%<br />[of consumers ages 25-44 considered a retailer’s mobile competence a major factor when shopping] *<br />* IDC Insights, 2011<br />
    15. 15. Notable Statistics<br />47%<br />[of consumers have accessed customer reviewsin-store using their mobile device] *<br />* Shop.org Social Commerce Survey, September 2011<br />
    16. 16. Notable Statistics<br />53%<br />[of on-the-go shoppers will give you their location in exchange for more relevant content] *<br />* JiWire Study, September 2011<br />
    17. 17. Notable Statistics<br />56%<br />[of people believe mobile can makethe shopping experience more enjoyable ] *<br />* Lightspeed Research, 2011<br />
    18. 18.
    19. 19. SuhailPothigara<br />Manager, Mobile Development Program Macys.com<br />
    20. 20. Web Ads have been shrunk to fit in the mobile channel..<br />Web Banner<br />=<br />Mobile Banner<br />..and they are not working<br />“48% to 60% of Mobile ads are accidentally hit”<br />- Pontiflex Survey and others.<br />
    21. 21. The web popups have reappeared - just more annoying<br />=<br />Push Notifications<br />Web Popups<br />
    22. 22. SoLoMo + Mobile Sensors<br />The new mobile advertising and engagement success factors<br />Mobile Engagement inputs:<br /><ul><li>SOcialnetwork integration
    23. 23. Likes, Fan pages, Social buying
    24. 24. LOcation - Real-time Awareness
    25. 25. (GPS + Cell tower)
    26. 26. Day parts + weather
    27. 27. MObile App interactions
    28. 28. Return frequency
    29. 29. Product Research and Purchases </li></ul>Web Engagement inputs:<br /><ul><li>Search Keywords
    30. 30. Browsing history (cookies)
    31. 31. Shopping and purchase history
    32. 32. Social integration</li></ul>Main Areas of Opportunity<br />In-store purchase experience<br />Gamification and rewards<br /><ul><li>Store price and availability.
    33. 33. scanning barcodes and mobile coupons
    34. 34. Geo Fencing and Mobile Payments
    35. 35. Rewarding key behaviors with Gift cards, couponsand other rewards.</li></li></ul><li>Engaging the On-the-Go Consumer<br />Tim Hayden, CMO, 44Doors <br />Scott Forshay, Director, Mobile Strategy, Morpheaus Media<br />Tom Nawara, Vice President, Digital Strategy and Design, Acquity Group <br />SuhailPothigara, Manager, Mobile Development Program, Macys.com<br />

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