Closing Keynote: “Arc of Mobility: A Perspective on a New Era of Consumer Expectation & Opportunity”
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The document discusses the rise of mobility and how it has changed consumer behavior and marketing. It notes that mobility has become integrated into everyday life and transcends any single device. It also discusses how the traditional path to purchase has exploded due to mobility. The document outlines seven patterns of mobility marketing that are emerging and how mobility will continue to blur physical and digital experiences. It envisions a future where social networks further integrate with commerce and experiences extend beyond traditional advertising placements.
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Closing Keynote: “Arc of Mobility: A Perspective on a New Era of Consumer Expectation & Opportunity”
- 1. A New Age of Expectation The Arc of Mobility
- 2. Over the course of the past twenty years, we started calling computers by another name – phones. This misnomer continues to flummox leadership in companies around the world. In fact, the error has caused many to miss what is likely the single most important force in life and business today…
- 3. The Arc of Mobility
- 4. The confusion about mobile phones began in 1997 when Ericsson dubbed their GS 88 ‘Penelope’ concept a ‘Smart Phone’.
- 5. In January 2007, Steve Jobs further confused the world when he said: The iPhone wasn’t a phone at all but a more personal computer. “Today, Apple is going to reinvent the phone.”
- 6. Mobility has become so integrated into our lives that it transcends device and channel. It is the confidence of being connected – to the people, places and things that matter to you.
- 7. Mobility is not about smartphones or any one device
- 8. WHAT WAS…
- 10. Increasingly, it is about Copyright © 2014, Sapient Corporation | Confidential 10 CONTINUITY MERCHANDIZED BY THIS
- 13. The traditional “path to purchase” has exploded because of increased mobility.
- 16. Mobility’s role in the next five years will be to reduce friction, bring context, and connect what is meaningful
- 18. A consumer-driven experience economy
- 19. 47.2% DIGITAL TV RADI O PRINT 30.5% 37.3% 41.2% 12% 9.3% 3.5% 19% Time spent share Ad spending share Share of Average Time Spent per Day with Select Media by US Adults vs. US Ad Spending Share, 2013 Brands have yet to fully shift their spend to match consumer propensity. 19.1% 11.4% 23.9% 23.3% DESKTOP/LAPTOP MOBILE (NON- VOICE)
- 20. The challenge for the marketing industry over the past few years was in discovering the most effective value proposition for “the mobile channel.” Now, instead of “mobile” being added to the advertising mix incrementally, the tide is shifting substantially
- 21. Seven Maturing Patterns of Mobility Marketing
- 22. When advertising media gets married inline with the content flow
- 23. 9.6M Unique views for one day (03.12.14) 7.7M of the views on mobile devices MonthlyActiveUsers(MAU) Highcharts.com 2012 Q4 2013 Q1 2013 Q2 2013 Q3 2013 Q4 2014 Q1 2014 Q2 1M 2M 3M 4M 5M BuzzFeed – Monthly Active Users (Quarterly Avg)
- 24. When brands partner and properly cultivate inspiration
- 26. When the (ad) network is the community
- 27. 19.91% Share of industry mobile ad revenue Facebook is now the second-largest digital ad provider by revenue
- 28. When the content is the advertising and the story on consumers’ terms
- 29. 36M+ Views of the world’s highest altitude sky dive in history Red Bull has turned their brand into an ongoing content channel
- 30. When it is tied to mobile search
- 31. x US Search Users and Mobile Phone Search Users, 2014 & 2018 millions 212.4 129.1 228.3 201.3 Search users Mobile phone search users Note: search users are not mutually exclusive; there is overlap between groups Source: eMarketer March 2014 2014 2018 Smartphone clicks in Q4 2013 increased by 1,589% over Q4 2012 for product listing ads Tablet clicks increased by 335.7% year-on-year
- 32. When mobility connects the dots for the advertiser across the customer journey
- 33. Walgreens is attracting teens with it’s “Beauty Favorites’ campaign Driving beauty tips across multiple digital domains
- 34. When it is already threaded into our lifestyle
- 35. 96K+ Tweets have been created from Starbucks’ Tweet-a- Coffee campaign on Spotify, equaling $348K+ in loyalty gift card activations
- 37. The move to mobility is driving large volumes of traffic to the leading social networks where digital advertising dollars are increasingly spent.
- 38. New mobile service experiences and digitally activated environments are making it ever easier to avoid traditional advertising funnels in favor of ongoing brand engagement.
- 39. Copyright © 2014, Sapient Corporation | Confidential 39
- 40. Copyright © 2014, Sapient Corporation | Confidential 40 Click To Call From Print Ad
- 41. Wearables are entering as “the most intimate screen”
- 42. Related Pins get curated with link to buy on promoted Pins Social Curation + Commerce
- 43. 43 Order Pizza From Your Wrist In < 20 Seconds
- 44. Mobility is inspiring new hyper focused communities, tools, and behaviors Richer Utilities Inspired Commerce Inspired ContentIn-the-Moment Services More Focused Destination Anonymous Apps 1- Many(Location, Topic, Time)Private 1-1Messaging Hyper Focused Focused Richer Utilities Inspired Commerce Inspired ContentIn-the-Moment Services Anonymous Apps 1- Many(Location, Topic, Time)Private 1-1Messaging Aggregated
- 45. New gestures for a new generation Constructed Filtering Left Swipe Right Swipe
- 46. Digital Pins activated from Visiting Physical Places
- 47. Commerce In A New Age Of Mobility
- 48. Social will continue to integrate with traditional online destinations Lifestyle and social continue to trump static website content Traditional Homepages are migrating to Social Feed Mash-ups
- 49. Copyright © 2014, Sapient Corporation | Confidential 49 Mobility Will Continue to Blur not only Physical + Digital but also Product and Service ASAP 54
- 50. Experiential Concepts that extend past Ad Placement Instead of sending out CDs to advertising agencies Kontor Records created a direct campaign that includes a vinyl record and a unique player based on a turntable that plays music using a smartphone. 71% of the 900 Turntable QR codes were activated. That's 64% more than the average response. 42% followed the link to the Kontor Online Store.
- 51. Mobility takes our everyday journeys and blurs them into a continuous flow of orchestrated events — ultimately changing how we think, act and connect with brands and one another.
- 52. Thanks. David Hewitt Twitter: inacubenearby Email: dhewitt@sapient.com