This document discusses how consumers use multiple screens sequentially and simultaneously to accomplish tasks. It notes that 90% of consumers use multiple screens to accomplish a task in a given day. It also provides statistics on mobile activities and time spent on different devices. The document advocates that companies connect with customers across different screens and devices to drive sales and engagement. It suggests building a cross-screen customer relationship management (CRM) network to activate all media and products in a coordinated manner across campaigns.

1. Fast Shopper, Slow Store
Mobile’s Changing Face:
The MultiScreen Impulse Economy
Gary Schwartz

3. The 2012 Election

4. 50k retweets

5. Votes not LIKES get you elected

6. George

8. Here is the problem . . .
2000x raw speed
2600x raw speed
{AGC (Apollo Guidance Computer) had 2kb memory, 32kb of read only
memory (storage), CPU 1.024 MHz. Samsung Galaxy II S has 1 GB memory
(1 048 576 kb), 32 GB storage (33 554 423 kb), CPU Dual-core 1.2 GHz
(1200 MHz x 2)}

9. top 13 mobile activities
in December 2011
9

10. 120 short years . . .

12. 120 short years . . .

13. 120 short years . . .

19. Its all about the screen narrative . . .

20. 43 mins 39 mins 30 mins 17 mins
Google MultiScreen Report

21. 90%
Use multiple screens
5 connect-devices in US household .
sequentially to
98%
accomplish a task
6% of homes have 15 devices.
over time.
Move between
devices that same
day

22. know your screen!
Average age of linear network
subscriber is 55 years old

23. native digital folk switch
27 windows per hour

24. one-fisted vs. two-fisted devices

25. 75% are active on phones
in the john, 13% of guys
completing mobile
purchases
www.11mark.com/IT-in-the-Toilet

26. Google’s Z-MOT
Google MultiScreen Report

31. Curate your customer
Own your data . . .

33. The pick up . . .

37. 70 . 20 . 10

38. loyalist engagement . . .
Engaged with customers in 2011
In A/B tests drove 10x conversion
into store and cloud over email
Consumer Engagement Award 2012, NRF

39. MESSAGE CONNECTCONVERT

40. they want to buy . . .
Multi-Part SMS with Link to productinfo in 1st message
Multi-Part SMS with Link to content in 2nd message: 2x CTR
Multi-Part SMS with Link to shop now in 2nd message: 3x CTR
Single MMS with Link to shop now in message: 6x CTR

41. they want to buy . . .
Multi-Part SMS with Link to productinfo in 1st message
Multi-Part SMS with Link to content in 2nd message: 2x CTR
Multi-Part SMS with Link to shop now in 2nd message: 3x CTR
Single MMS with Link to shop now in message: 6x CTR
10% lift in sales of email combines with messaging

42. . . . 1 in 4 drive a sale

43. CONNECT TO YOUR LOYALIST
• Activate all media and product.
• Build an OTT mCRMnetwork.
• (Consider building a loyalty PINs network.)
• Remember digital makes for strange bedfellows . . .
TALK TO YOUR LOYALIST
• No more campaigns silos!
• Campaigns ride on your OTT network.

45. gary@impactmobile.com
Twitter @impulse economy

46. gary@impactmobile.com
Twitter @impulseeconomy