This document discusses trends in consumer behavior and technology that are impacting marketing. It notes that while internet usage in Canada is high, many small businesses still lack an online presence. Consumers are doing extensive online research prior to purchases. Mobile internet usage and smartphone ownership are growing rapidly and will continue to change consumer habits. The document provides recommendations for marketers to have an online and mobile-friendly presence, utilize social media and location-based advertising, and provide measurable multi-media experiences to engage consumers.

1. The ChangingThe Changing ConsumerConsumer
Shelly Wilson, Vice President Digital SalesShelly Wilson, Vice President Digital Sales
1

2. Internet Users in CanadaInternet Users in Canada (in millions)(in millions)
27.1
(77.9%)
26.8
(77.5%)
26.4
(77.0%)
26.0
(76.5%)
25.7
(75.9%)
25.2
(75.2%)
24.7
(74.5%)
2
2008 2009 2010 2011 2012 2013 2014

3. The GREAT DisconnectThe GREAT Disconnect
77 percent of Canadians are online while only
45% of small businesses have an online presence
3
Source - http://georgeoneill.ca/2011/04/03/55-of-canadian-small-businesses-have-no-website/

4. What Are PeopleWhat Are People Doing Online?Doing Online?
4

5. Time spent per week on media activitiesTime spent per week on media activities
(CDN Internet users/hours)(CDN Internet users/hours)

6. SearchSearch
6

7. 76%Canadians surveyed state
they research online prior
to a store purchase

8. 100%
85%
70%
55%
Top 5 research items when searching online
Shopping ResearchShopping Research
84.9%
55%
40%
25%
10%
Personal Reviews Product Retail store Promotions
Recommends Details w/best price
65% 62.4% 60.1% 57.3%

9. Which environment do you typically findWhich environment do you typically find
most useful for completing each of themost useful for completing each of the
following activities?following activities?

10. Google + (Places)Google + (Places)
Source: comScore 2012 Mobile Future in Focus
10

11. Google + provides your business with a PROFILE PAGE which is featured at the top of the SEARCH
RESULTS!
Google + (formerly knownGoogle + (formerly known asas Places)Places)
11

12. Google + Profile PageGoogle + Profile Page
Your Profile can and should include
the following information:
• Street Address
• Phone Number
• Hours of Operation
12
• Photos
• Video
• Website URL
• Reviews

13. Google + Mobile OptimizedGoogle + Mobile Optimized
Your Google Places Profile is also Mobile Optimized with 1 click directions and call!
13

14. – 52% of Canadians made a purchase
online in the last 12 months
– Confidence is growing toward online
purchases
– But only 4% of all purchases are done
online…
– All the indicators are telling us it’s a
market that’s about to BOOM
EcommerceEcommerce
14
– They like online shopping for:
• 24/7 convenience
• Pricing
• Free and fast delivery
• Wide range of products

15. Which of the following would encourage you toWhich of the following would encourage you to
purchase more products online?purchase more products online?
Free shipping
Free returns
In store return option
Faster shipping
89%
53%
44%
65%
Faster shipping
In store pick up option
Better selection
Easier site navigation
More payment options
Ability to chat live with a sales person
Ability to shop online with my friends
44%
44%
28%
20%
17%
13%
4%

16. Always consider the HH Influencers:Always consider the HH Influencers:
Women!Women!
Almost half read a daily newspaper yesterday
75% read a daily (print or online) in the last week
76% read a print community
paper any of the last 4 issues
16
Sources: NADbank 2009; Combase 2008/2009; Statistics Canada 2010; Adage.com, “This Just in: Advertising
Works on Women”, December 1, 2010, Unicast, “What Women want from Web Report”, Summer 2010
Substantial:
51% of the
adult population
Influential:
Control 80% of
household purchases,
And further
influences 95%
Online users:
Top three activities:
76% connect with
family & friends
73% read news
71% plan to shop for
sales/compare
prices

17. And…..Boomers (45And…..Boomers (45--65)65)
56% read a daily newspaper yesterday
81% read a daily (print or online) in the last week
79% read a print community
paper any of the last 4 issues
Substantial: Account for 41% of the
population & 70% of Canada’s wealth
17
Center for Media Research, Nov 19, 2009; Statistics Canada; NADbank 2009, ages 50-64; ComBase 2008/2009
ages 50-64; Ipsos Reid 2008, zoomershow.ca 2010
Like Advertising: 80% indicates that
newspapers (& flyers) have ads that are useful
Online users: Top three activities:
93% email
73% read news
71% shop online

18. Social MediaSocial Media
60% of Canadian
internet users are on
social networks.
70% have a
Facebook account
58% read blogs
47% use
Twitter
18
Users view social media
as their online home for
communication,
entertainment and
information
IAB Social Media Course April 2011

19. Social Media Cont’dSocial Media Cont’d
Word-of-mouth between family and
friends ranks among the highest
influencers of product purchases.

20. FacebookFacebook in Canadain Canada

21. Searching via Social MediaSearching via Social Media

22. • 1382% year-on-year growth
• 7,000,000 unique visitors
• Adults ages 35 – 49 had the largest representation with nearly
3 million unique visitors (nearly 42% of the site’s audience)
Twitter (permission based stalking)Twitter (permission based stalking)
Sample Tweet
@iabcanada this is a sample tweet about Social Media
and Twitter. Have you seen: http://bit.ly/XkDmD
It rocks. Please RT. #iabsocialmedia
That was 137 characters

23. TwitalyserbrandTwitalyserbrand –– check how brands arecheck how brands are
being talked aboutbeing talked about

25. • Over 1 million blog postings every day
• 77% of active internet users read blogs
• Avg age of bloggers 59% are 35+
• 26% single
• 56% employed full time
BloggingBlogging
“I see no reason for a
Company not to blog –
• 56% employed full time
• 74% college educated
• 52% of blogs have advertising
• Avg # of months blogging 35
• Avg HHI $75,000 USD
Company not to blog –
unless the company is
sleazy. Every company
needs a feedback system,
and the easiest way to do
that is through a blog. It’s
almost a truth serum.” –
Jackie Huba – Church of the Customer & Citizen Marketers
IAB Social Media Course April 2011

26. Do conversations Spike With MediaDo conversations Spike With Media
In Fields?In Fields?

27. Global SmartphoneGlobal Smartphone PenetrationPenetration
Source: comScore 2012 Mobile Future in Focus 27

28. • In 2011, the number of smart phones sold exceeded the number of PCs sold
• By 2014, the number of mobile smart mobile devices will DWARF the number of PCs
• And THAT WILL CHANGE EVERYTHING How we shop, how we consume content, how we interact, how we LIVE!
The Future of mobile (Business Insider)The Future of mobile (Business Insider)
28

29. Mobile, Mobile, MobileMobile, Mobile, Mobile
74%
88%
of smartphone users use their phone to help with shopping.
79% ultimately making a purchase as a result.
of mobile searches lead to action within one day.
91% 91% of adults have their mobile phones within arm’s reach 24/7.
Source - http://www.ecommercetimes.com/story/72904.html
91% 91% of adults have their mobile phones within arm’s reach 24/7.
95% of smartphone users looked up local information on their phones,
64% expect business within 25kms.
There are 5xas many cell phones
in the world as there are PCs.
By 2013, mobile phones will
overtake PCs as the most common
web access device worldwide.

30. Top Mobile ActivitiesTop Mobile Activities
30
81% Accessing maps and directions
76% Social Networking
73% Accessing local information
68% Reading News
Research Brief the Center for Media Research, “Mobile Web For Media and Entertainment,
Apps For Social Media and Music” (Study by Adobe Systems) November 4, 2010

31. Mobile Friendly?
In 2011, only 8.2% of all SMEs indicated that
they had a mobile-friendly website.
Source - http://sbinfocanada.about.com/b/2012/05/19/canadian-ecommerce-lagging-badly.htm

32. Desktop Sites don’t work on mobileDesktop Sites don’t work on mobile
Load Time: 36secs
Objects don’t load
Desktop Version
Designed for a 19” screen or larger
POOR User
Experience
Mobile web Version
Designed for the Mobile Viewer
Load Time:3-4secs
Content easy to find
EXCELLENT User
Experience
Objects don’t load
User needs to
“find”
the content
No context for
mobile experience
Content easy to find
Designed for a
small screen
Message adapted
to mobile viewer
32

33. Mobile Friendly ExampleMobile Friendly Example
• Click To Call
Set up an appointment with our sales/service
Emergency Roadside Assistance
• Contact Us / Find Us
Address & Telephone
Link to Google Maps
Map Image
• Hours of Operation
Automobile Dealers
33
• Hours of Operation
•Inventory: Photos of vehicles w/ prices
Extras:
•QR codes placed on automobiles that give details
about that specific car

34. What to Include:
• Menu
• Daily/Weekly Specials/New Items
• Contact Us / Find Us Location(s) + Map
• Click To Call/Call-ahead Seating
(or) Reservations/Link to Open Table
• Hours of Operation
Mobile Friendly ExampleMobile Friendly Example
Restaurants
34
• Hours of Operation
• Social Media Integration
Sharing Tools: Facebook, e-mail, Twitter
Become a Fan /Like/Follow
• Feeds: Twitter, Facebook, Blog
Extras:
QR codes for daily/weekly specials
Experience on your smartphone at:
http://purpleturtle.prohost.mobi/

35. LocationLocation--Based AdvertisingBased Advertising
Source - http://mobilemarketingmagazine.com/content/geo-targeting-revolution

36. Targeted OfferTargeted Offer

37. 30%
40%
50%
60%
Type of Mobile Ads Consumers PreferType of Mobile Ads Consumers Prefer
to Seeto See
PERSONALIZATION TIME OF DAY LIFESTYLE LOCATION
0%
10%
20%
30%
FEATURE PHONE USERS SMARTPHONE USERS

38. Would you Like Desert With That?Would you Like Desert With That?
Enter….Conquest MarketingEnter….Conquest Marketing

39. Measureable/Measureable/ Differentiated/AccountableDifferentiated/Accountable
84% SAY THEIR MARKETING WILL BE
MORE MEASURABLE IN 2013
65% SAY THEY TRY TO DIFFERENTIATE
THROUGH CUSTOMER EXPERIENCE
48%
SAY SHRINKING BUDGETS WILL
MEAN MORE ACCOUNTABILITY

40. What Could Provide All This?What Could Provide All This?

41. Augmented Reality!Augmented Reality!

42. A True MultiA True Multi--Media ExperienceMedia Experience

43. 43

45. You can also add video
to your print ad!
Use the power of an
image carousel to
showcase multiple
pictures for your
products!
45
to your print ad!
AND create custom call to
action to focus on ROI!

46. Use multi-media to
provide users with
360° tours right from
your ad!
Increase testIncrease test
drive and
walk in
customers by
providing a
simple “Call
to book a test
drive” button!

47. With social media buttons,
clients can now instantly follow
every news update you have
right on their phone!
With Layar, you can also addWith Layar, you can also add
“add to cart” button to
increase your Mcommerce
sales right at your clients
finger tips!

48. Turn every real estate listing
into a virtual tour with
detailed info graphics by
embedding videos and images!
48
Connect with your potential
customers in a simple one step
process by including an interactive
call to action button!

50. MeasurabilityMeasurability

51. • Extend Your Reach; be present where people search so you can be
found/considered
• Not enough to be in one place – think convenience
• “Get Mobile” – 9 out of 10 users will take action as a result of a mobile
search, be mobile friendly
• Build a Search Profile – 20% of Google searches have local intent – it’s
FREE!
SummarySummary
51
FREE!
• If you’re naked – Get BUFF! Engage on Social Media or get out
• Listen & monitor what is being said about you and your competition
• Take care with CREATIVE – 4X more IMPACTFUL!!
• Consider different strategies for conquesting new customers & retention,
they are different messages
• It’s not enough to just make people aware you “are here”, give them a
reason to COME.