This document summarizes a presentation about how consumers use mobile devices to engage with brands. The presentation covers mobile marketing statistics, how consumers make purchasing decisions, secrets of consumer behavior, and how consumers use smartphones to research products and connect with brands. It provides tips on how brands can minimize the "showroom effect" of consumers researching in stores and then purchasing online.

1. How Consumers
Use Mobile to
Engage with Your Brand
Jamie Turner
Author, Speaker and Founder of the 60 Second Marketer
Follow Jamie on Twitter @AskJamieTurner

2. Introductions
• Co-author of How to Make
Money with Social Media and
Go Mobile
• Regular guest on CNN and
HLN on the topic of social
media and mobile media
• Consult with corporations on
how to improve their social
media and mobile marketing
campaigns

3. Go Mobile -- The Book
Now Available

4. Let’s Kick Things Off
2

5. Agenda
• Mobile Marketing Facts and Figures
(10 minutes)
• How Consumers Make Buying
Decisions (10 minutes)
• 5 Consumer Behavior Secrets (10
minutes)
• What’s Next? (10 minutes)
• Applause, Encore, Standing Ovation
(3 hours)
Email me for these slides: Jamie.Turner@60SecondMarketer.com

6. Mobile Marketing Facts and Figures

7. Mobile Marketing Facts and Figures
Share these facts on Twitter by referencing @AskJamieTurner

8. Mobile Marketing Facts and Figures
• There are 6.8 billion people on
the planet. 4.0 billion own a
mobile phone. Only 3.5 billion
own a toothbrush (Source:
60SecondMarketer.com)
Share these facts on Twitter by referencing @AskJamieTurner

9. Mobile Marketing Facts and Figures
• There are 6.8 billion people on
the planet. 4.0 billion own a
mobile phone. Only 3.5 billion
own a toothbrush (Source:
60SecondMarketer.com)
• The growth rate of the iPhone
was 10 times faster than the
growth rate of AOL (Source: Nielsen)
Share these facts on Twitter by referencing @AskJamieTurner

10. Mobile Marketing Facts and Figures
• There are 6.8 billion people on
the planet. 4.0 billion own a
mobile phone. Only 3.5 billion
own a toothbrush (Source:
60SecondMarketer.com)
• The growth rate of the iPhone
was 10 times faster than the
growth rate of AOL (Source: Nielsen)
• Gartner Group predicts that by
2013 the number one way
people will access the internet
will be through their mobile
devices (Source: Gartner)
Share these facts on Twitter by referencing @AskJamieTurner

11. Mobile Marketing Facts and Figures
Share these facts on Twitter by referencing @AskJamieTurner

12. Mobile Marketing Facts and Figures
• Mobile coupons generate 10
times the redemption rate of
traditional coupons (Source: Borrell
Associates)
Share these facts on Twitter by referencing @AskJamieTurner

13. Mobile Marketing Facts and Figures
• Mobile coupons generate 10
times the redemption rate of
traditional coupons (Source: Borrell
Associates)
• Google has seen mobile
searches grow by more than
400% over the past year (Source:
Google)
Share these facts on Twitter by referencing @AskJamieTurner

14. Mobile Marketing Facts and Figures
• Mobile coupons generate 10
times the redemption rate of
traditional coupons (Source: Borrell
Associates)
• Google has seen mobile
searches grow by more than
400% over the past year (Source:
Google)
• Research indicates that if
someone leaves home without
their wallet, they keep going. If
they leave without the mobile
device, they turn around (Source:
60SecondMarketer.com)
Share these facts on Twitter by referencing @AskJamieTurner

15. How People Make
Buying Decisions

16. What is the Purpose of Marketing?

17. How People Make Buying Decisions

18. How People Make Buying Decisions
Female Brain

19. How People Make Buying Decisions
Female Brain Male Brain

20. How Consumers Use Smartphones to
Connect with Brands

21. How Consumers Use Smartphones
Check and send email (82%)
Read news articles (56%)
Look up directions (69%)
Listen to music/radio (45%)
Watch online videos (41%)
Play online games (39%)
Manage finances and bills (34%)
Look up sports information (38%)
Use a social networking website (63%)
Source: The Mobile Movement Study
Share these facts on Twitter by referencing @AskJamieTurner

22. How Consumers Use Smartphones
0 25 50 75 100
Check and send email (82%)
Read news articles (56%)
Look up directions (69%)
Listen to music/radio (45%)
Watch online videos (41%)
Play online games (39%)
Manage finances and bills (34%)
Look up sports information (38%)
Use a social networking website (63%)
Source: The Mobile Movement Study
Share these facts on Twitter by referencing @AskJamieTurner

23. Age Segmentation of Those Using
Mobile to Research Products In-Store
Age 18 to 29 (25%)
Age 30 to 39 (26%)
Age 40 to 49 (12%)
Age 50 to 59 (6%)
Over 60 (2%)
Source: ClickIQ and Internet Retailer
Email me for these slides: Jamie.Turner@60SecondMarketer.com

24. Age Segmentation of Those Using
Mobile to Research Products In-Store
30
24
Age 18 to 29 (25%)
Age 30 to 39 (26%)
Age 40 to 49 (12%) 18
Age 50 to 59 (6%)
Over 60 (2%)
12
Source: ClickIQ and Internet Retailer
6
0
Email me for these slides: Jamie.Turner@60SecondMarketer.com

25. How Consumers Use Smartphones
Share these facts on Twitter by referencing @AskJamieTurner

26. How Consumers Use Smartphones
• 70% of all mobile searches
are acted upon within an
hour vs. 30% of all
traditional searches (Source:
Google)
Share these facts on Twitter by referencing @AskJamieTurner

27. How Consumers Use Smartphones
• 70% of all mobile searches
are acted upon within an
hour vs. 30% of all
traditional searches (Source:
Google)
• That said, 29% of
consumers who use a
smartphone to research a
product while in a retail
store end up purchasing
the item online (Source: ClickIQ)
Share these facts on Twitter by referencing @AskJamieTurner

28. How Consumers Use Smartphones
• 70% of all mobile searches
are acted upon within an
hour vs. 30% of all
traditional searches (Source:
Google)
• That said, 29% of
consumers who use a
smartphone to research a
product while in a retail
store end up purchasing
the item online (Source: ClickIQ)
• This is called The
Showroom Effect
Share these facts on Twitter by referencing @AskJamieTurner

29. How Consumers Use Smartphones
Hmmm.
• 70% of all mobile searches Now that I’ve found
are acted upon within an Go Mobile in the
hour vs. 30% of all bookstore, I think I’ll go
traditional searches (Source: home and buy it
Google) online.
• That said, 29% of
consumers who use a
smartphone to research a
product while in a retail
store end up purchasing
the item online (Source: ClickIQ)
• This is called The
Showroom Effect
Share these facts on Twitter by referencing @AskJamieTurner

30. Retaining the Sale
• Best Buy: 35% of those that researched at Best Buy ended up
purchasing at the Best Buy store, with another 14%
purchasing at BestBuy.com. 21% purchased from
Amazon.com. The rest did not purchase.
• Target: 29% of those that researched at Target ended up
purchasing at Target, with another 8% purchasing at
Target.com. 21% purchased at Amazon.com.
• WalMart: 26% of those that researched at Wal-Mart ended up
purchasing at the Wal-Mart store, with another 10%
purchasing at WalMart.com. 24% purchased at Amazon.com.
Source: ClickIQ and Internet Retailer
Download these slides at 60SecondMarketer.com/blog

31. How to Minimize the Showroom Effect

32. 5 Ways to Keep Shoppers in Your Store
• Check-in Specials:
Foursquare has 10 million
users and, along with
Facebook, provides instant
check-in specials. No need
to wait for someone to
become “Mayor” for a special
• Other Location-Based
Services include WHERE,
SCVNGR, Loopt and others

33. 5 Ways to Keep Shoppers in Your Store
• QR Codes: Add QR codes to
select products that provide
reviews, information and, most
importantly, a deal!
QR Codes.
They’re • By targeting mobile users in
this way, you provide a
ugly, but discount for people who might
effective. otherwise have bought online
• Non-mobile researchers still
pay regular price, thereby
minimizing the effect the
discount has on revenues

34. 5 Ways to Keep Shoppers in Your Store
• SMS Promotions: One of the
best things about SMS is that
you can provide strategically-
timed offers to a very captive
audience
• Deliver messages when new
products arrive or provide
discounts during hours of the
day when traffic is slower

35. 5 Ways to Keep Shoppers in Your Store
• Location-Based Banner Ads: User clicks an ad, which then uses
geo-fencing to identify location and direct them to nearest store
Source: MobClix

36. 5 Ways to Keep Shoppers in Your Store
• Publish Your Inventory: If
you can’t lick ‘em, then join
‘em
• Make sure your inventory is
available to mobile
shoppers by publishing it
to shopping aggregators
like Google Merchant
Center or ShopSavvy

37. 5 Consumer
Behavior Secrets

38. Secret #1: People Buy for Emotional Reasons
Then Rationalize Their Purchase with Logic

39. Secret #1: People Buy for Emotional Reasons
Then Rationalize Their Purchase with Logic

40. Secret #2: As Much as 95% of a Consumer’s
Thinking Occurs in the Subconscious Mind

41. The Brain and the Four “F”s
Pre-Frontal Cortex
Subcortical and
Limbic Areas

42. Secret #3: Consumers Don’t Think in Words. In Fact,
“Though” Neurons Light Up Before “Verbal” Neurons

43. How the Brain Works

44. How the Brain Works
Aoccdrnig to a rscheearch at
Cmabrigde Uinervtisy, it deosn't
mttaer what oredr the ltteers in a word
are, the olny iprmoatnt tihng is taht
the frist and lsat ltteer be in the rghit
pclae. The rset can be a taotl mses
and you can sitll raed it wouthit a
porbelm.

45. Secret #4: The Secret to Increased Sales is to
Understand Your Customer’s “Hidden Motivators”

46. Secret #5: Most Consumers Would Pay a 20%
to 25% Premium for their Favorite Brand

47. Today, QR Codes.
Tomorrow, Google Goggles

49. Neanderthal Exhibit

50. Neanderthal Exhibit
Jamie’s Neanderthal
Exhibit Photo

51. Neanderthal Exhibit
Jamie’s Neanderthal Jamie’s High School
Exhibit Photo Yearbook Photo

52. Google Googles

53. Google Googles

54. Contact Me
To Download a Free Chapter:
60SecondMarketer.com/GoMobileChapter
To Download this Presentation:
Jamie.Turner@60SecondMarketer.com
Follow me here:
60SecondMarketer.com/blog
@AskJamieTurner
Contact me:
Jamie.Turner@60SecondMarketer.com
404-233-0332
Now Available