This document discusses how consumers are increasingly taking control of their purchasing decisions and interactions with companies. It notes that 58% of purchases now originate from search and display ad click-through rates have dropped 50% year-over-year. Consumers prefer to control the methods of contact and give their own permission for data collection and usage. The document suggests that companies should give up some control to increase user engagement through more social and user-driven discovery, promotions, and conversations about products and services.

1. Giving up control to increase engagement
SIGNAL 2011
The Marketing in Real Time Conversation

2. Business is being reorganized by the consumer
--they are taking control
58% of purchases originated with search
Display click-throughs down 50% YOY
An estimated 18B apps downloaded in 2011
54% of auto insurance purchases started online

3. Not surprising – control comes before love

4. This desire for control is gaining official
traction
Europe’s Cookie Detective - Effective May 25, 2011
Do not Track & Browser Tracking Protection in the US

5. “Consumers prefer to create the contact”
Finnish Consumer Survey 2009
Consumers think
they control:
methods
own initiative
permission basis
Consumers don’t think
they control their data:
collection
storage
usage

7. Ads are becoming more and more social

8. 20-40% follow some sort of brand
New users – one of first 10 follows is a brand

9. User interests driving discovery

10. StumbleUpon leading social discovery

11. So what’s next?

12. Users promoting
your company
in their spaces
for rewards
Foursquare for Ads?

13. Group conversations
about products and services?

17. More positive about their service provider
Almost 50% are interested in increasing the amount
of products and services with their provider
Significantly higher click through rates

18. thank you
Jessica Insalaco|jessica@manilla.com