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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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Scott Forshay<br />Director, Mobile Strategy<br />Morpheaus Media<br />

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Trend One: Connected Consumers are Consumers of Context<br />

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Trend Two: Intelligent Marketing is Now in the Moment. <br />

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Trend Three: The Mobile Medium Carries the Brand Narrative<br />

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Tom Nawara<br />Vice President, Digital Strategy and Design Acquity Group<br />

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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

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Headquartered in Chicago with 12 offices globally

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Over 475 experienced business, design, marketing and technology professionals

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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 />

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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 />

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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 />

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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 />

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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 />

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Notable Statistics<br />56%<br />[of people believe mobile can makethe shopping experience more enjoyable ] *<br />* Lightspeed Research, 2011<br />

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SuhailPothigara<br />Manager, Mobile Development Program Macys.com<br />

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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 />

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The web popups have reappeared - just more annoying<br />=<br />Push Notifications<br />Web Popups<br />

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SoLoMo + Mobile Sensors<br />The new mobile advertising and engagement success factors<br />Mobile Engagement inputs:<br /><ul><li>SOcialnetwork integration

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Likes, Fan pages, Social buying

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LOcation - Real-time Awareness

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(GPS + Cell tower)

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Day parts + weather

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MObile App interactions

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Return frequency

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Product Research and Purchases </li></ul>Web Engagement inputs:<br /><ul><li>Search Keywords

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Browsing history (cookies)

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Shopping and purchase history

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Social integration</li></ul>Main Areas of Opportunity<br />In-store purchase experience<br />Gamification and rewards<br /><ul><li>Store price and availability.

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scanning barcodes and mobile coupons

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Geo Fencing and Mobile Payments

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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 />