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How to Engage the Mobile Consumer: The New Rules For Success (Dx3 2016)

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As we enter 2016, we continue to experience the proliferation of mobility as more aspects of consumers lives become digitally, and particularly mobile enabled. This new reality is forcing retailers to adopt a new set of rules - a set of rules that put the consumer right at the heart of marketing strategies.

Through actionable solutions and business cases, discover the rules retailers should adopt to become more precise in their targeting, more relevant to the point of engagement while also delivering greater value to consumers.

Published in: Marketing
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How to Engage the Mobile Consumer: The New Rules For Success (Dx3 2016)

  1. 1. How To Engage The Mobile Consumer DX3 MARCH 2016
  2. 2. The 3 Mobile Shifts 3
  3. 3. Mobile has fundamentally changed brand and store discovery. 1
  4. 4. Shift #1: Brand and Store Discovery Google searches with "near me" have grown 2.4X year-over-year. 2.4X 50% 18% of consumers who conduct a local search on their smartphone visit a store within a day. of those searches lead to a purchase. Source: Think with Google
  5. 5. Shift #1: Brand and Store Discovery So What? Are you there when and where people are searching for you? Do you know how your consumers find your brand on mobile? Or do they end up at your competitors?
  6. 6. Mobile has fundamentally changed the in- store experience. 2
  7. 7. Shift #2: In-store Experience of shoppers say they consult their phones on purchases they’re about to make in a store. 82% 25% say they have changed their minds while in a checkout line after looking up details on a smartphone. Source: Think with Google
  8. 8. Shift #2: In-store Experience So What? Are you thinking about how mobile impacts your in-store experience? Are people googling the products, arriving at competitors’ websites and making a purchase? Is there an easy way for the consumer to find relevant information about your brand when they are on their phones in-store?
  9. 9. Mobile changed how and where we pay for things. 3
  10. 10. Shift #3: Purchase Experience Source: Ipsos & PayPal of Canadian online shoppers report having purchased from their smartphone in the past 12 months. 1/5 of mobile shoppers are Millennials (18-34 years)53% Canadian mobile commerce predicted to grow by 142% in 2016. 142%
  11. 11. Shift #3: Purchase Experience So What? If your customers wanted to purchase something while waiting in the doctor’s office, can they actually do it? Are you optimizing your mobile user and checkout experience? Do you have a mobile app to store customers’ information so they can purchase with only one click?
  12. 12. People now find brands and stores, experience them and make purchases in a fundamentally different way compared to a few years back. In short...
  13. 13. Unless you embrace these shifts, you would be losing customers to competitors! In short...
  14. 14. ● Engage your consumer on the go. ● Spend your marketing budget efficiently to reach the right audience at the right time in the right context. Challenge
  15. 15. The New Rules of Consumer Engagement
  16. 16. Rule #1: Leverage Your Existing Data Reach the right consumer on the go.
  17. 17. Rule #2: Provide Elevated Experiences Become better at telling stories to consumers through elevated experiences
  18. 18. Rule #3: Let People Find You There are new ways for brands to be found. You need to help people in the real world discover your physical locations.
  19. 19. Rule 1 Leverage your existing data
  20. 20. Leverage Your First Party Data ● First party data is the most valuable data that exists, and efforts should be made to capture and utilise as much first party data as possible. ● Think about what the most relevant data sources for brands are, to maximise signals such as context, location or device.
  21. 21. Embrace Custom Audiences ● Upload specific segments of your customer data and show them targeted videos, promotions, coupons, etc. ● You can reach your desired segment through multiple touchpoints: YouTube, Facebook, Gmail Ads, Twitter, etc.
  22. 22. Create Lookalike Audiences ● You can create a “lookalike” audience of all your existing ones. These are people who share very similar characteristics from an existing audience. ● Instead of guessing about your audience, you use the most powerful algorithms in the world to create them for you.
  23. 23. Bringing It All Together
  24. 24. Why Go Through This? BEFORE TODAY Mass Reach Ineffective Budget Spend Laser-Focus Targeting Effective Budget Spend
  25. 25. Rule 2 Provide Elevated Experiences
  26. 26. 1. The New Ways Of Telling Stories Mobile gives us new ways to tell stories that were not possible before.
  27. 27. Real Storytelling with Sequenced Video Ads We can now show our creative ads in a specific order to people. This allows to have powerful brand storytelling. 80% Video will account for 80% of all consumer traffic by 2019 Source: Cisco
  28. 28. Reebok Canada - Express Your Strong 1 2 3
  29. 29. 2. Immersive Mobile Experience Let users immerse themselves in your brand.
  30. 30. Google Accelerated Mobile Pages
  31. 31. Facebook Canvas/Instant Articles
  32. 32. Why Go Through This? BEFORE TODAY Single Experience Mass Market Personalized Experiences Ultra-Targeted Audiences
  33. 33. Rule 3 Let People Find You
  34. 34. Have Your App Discovered 89% of time spent on mobile is spent with apps, therefore it’s not surprising that Google has been investing heavily in the mobile app search space. Brands with apps should think about whether their content will be discoverable in a future where in-app search results are displayed in search results listings.
  35. 35. App Indexing & App Store Optimisation ● App Indexing: Increase your install base and re-engage your app users through search. ● App Store Optimization: Improve the visibility of a mobile app in an app store.
  36. 36. People Near Your Stores With GPS and data plans we know relevant audiences are near our stores.
  37. 37. Geo-targeting Bid more aggressively on people physically near your stores and measure actual visits.
  38. 38. Large Retailer Case Study 1 Google Store Visits Feature 2 Geo-fenced perimeter around location + multiple layers of geo- targeting 3 Bids scaled gradually according to distance from location
  39. 39. Results 2 out of 5 persons who clicked on a mobile ad visited a store. 2/5 $46 ROAS Every dollar invested in Paid Search generated $46 in-store (3x more than online) Initiative recognized by Google as best-in-class in the retail industry.
  40. 40. Why Go Through This? BEFORE TODAY 1 Source of Answers 1 Search Experience Proliferation of Source of Answers Personalized Search Experience
  41. 41. How to engage with the mobile consumer in 2016?
  42. 42. DATA EXPERIENCE FINDABILITY Leverage data more effectively to better understand new and existing consumers Review all assets to ensure the very best consumer experience is being delivered. Understand and adapt to new ways in which consumers discover products and services. Conclusion
  43. 43. Download the full presentation here: iprospect.com/DX3

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