This document discusses how customer experiences and marketing are changing due to the proliferation of smartphones, tablets, and multiscreen behaviors. It provides statistics on mobile device adoption and usage. It also examines how shopping, media consumption, and TV viewing are evolving across multiple connected devices. The conclusion emphasizes that marketers must master digital touchpoints and create seamless multiscreen experiences to engage customers.
Understanding the Complex Mobile Landscape R2integrated
Does your organization have a mobile strategy? While businesses can benefit from the development of a mobile strategy, not all businesses will benefit from the development of a mobile app. Determining where your mobile app will add value while extending your brand is a significant challenge. Join R2integrated CTO, Chris Chodnicki as he walks you through the ever-changing mobile marketing ecosystem and how it can effectively tie into an integrated marketing program. Learn all of the integral parts included in an effective mobile marketing campaign. We will explore:
Understanding the complex mobile landscape:
- The Mobile Matrix: Does mobile make sense for your business?
- Tips for successful mobile marketing programs
- Integrating QR codes, social media & text message marketing campaigns
- Tracking the success of mobile marketing campaigns
Exhibitor2011 Session: Social Media and Mobile Event Technology, Tools and Ap...Lumen Consulting
Today, native and 3rd party applications, SMS, geolocation, and social media transform an attendee's smartphone into a platform that breaks past ordinary exhibit space boundaries.
We explore key trends, case studies, and latest tech, tools, and apps.
Checkout our session site for more info and resources:
mobileexhibitor.wordpress.com
Understanding the Complex Mobile Landscape R2integrated
Does your organization have a mobile strategy? While businesses can benefit from the development of a mobile strategy, not all businesses will benefit from the development of a mobile app. Determining where your mobile app will add value while extending your brand is a significant challenge. Join R2integrated CTO, Chris Chodnicki as he walks you through the ever-changing mobile marketing ecosystem and how it can effectively tie into an integrated marketing program. Learn all of the integral parts included in an effective mobile marketing campaign. We will explore:
Understanding the complex mobile landscape:
- The Mobile Matrix: Does mobile make sense for your business?
- Tips for successful mobile marketing programs
- Integrating QR codes, social media & text message marketing campaigns
- Tracking the success of mobile marketing campaigns
Exhibitor2011 Session: Social Media and Mobile Event Technology, Tools and Ap...Lumen Consulting
Today, native and 3rd party applications, SMS, geolocation, and social media transform an attendee's smartphone into a platform that breaks past ordinary exhibit space boundaries.
We explore key trends, case studies, and latest tech, tools, and apps.
Checkout our session site for more info and resources:
mobileexhibitor.wordpress.com
D'après une étude récente de Google, le phénomène du multiécran touche de plus en plus de Canadiens. En effet, ils sont nombreux à déclarer utiliser un dispositif comme le téléphone intelligent, la tablette ou un PC pendant qu'ils regardent la télévision. Selon Google, le multiécran est dorénavant ancré dans les habitudes des Canadiens et les marketeurs peuvent optimiser leurs performances par une juste compréhension de l'impact de ce phénomène. Ce n'est pas pour rien que Twitter a ouvert récemment un bureau au Canada spécialement dédié à la social TV.
The Digital American 2013: How Consumers Use Digital and Social Media (Sample)MauraMitchell
The Digital American 2013 is perfect for anyone who needs to quickly and efficiently understand how consumers use digital and social media---so you can leverage those trends to build your brand and drive sales.
It is great for:
* Senior executives who want to establish powerful digital and social media strategies, rather than jump right to executing tactics.
* Marketers who need to quickly figure out what is important and what can be ignored in the rapidly changing world of digital marketing.
* Business people who want to keep current with digital and social media, but don't have time to read lots of daily technology and marketing newsletters.
The Digital American 2013 is focused on what your consumers are actually thinking and doing. It is not about technology that pundits guestimate will be the next big thing, or tactics marketers think are new and cool. It is all about how consumers are interacting with all things digital, and how you can tap into their attitudes and actions to grow your business.
This Slide Share is a sample. The complete report is available at http://www.brandology.com/trendreport.htm or by contacting Maura@Brandology.com
"Mobile First" has been the latest mantra to sweep corporations, but it has created more box checking than actual results. The true value of mobile is yet unrealized - and will be until marketers "Mobilize Their Mind." This goes deeper than the technology, into anthropology and deep consumer behaviors. This presentation delves into this area where numbers matter less than developing a mindset and rich understanding of consumer behavior.
Pass the i pad please - 5 Lessons for Creating Great Tablet ExperiencesAnswerLab
As the tablet market continues to grow, so does the need to keep pace with the interaction challenges and opportunities these devices provide. The tablet platform raises unique challenges for developing and testing digital experiences. As a guide for user experience professionals, developers, designers, and product managers, AnswerLab has identified three key trends across our tablet UX research and will provide five lessons for creating tablet experiences, as well as best practices for conducting tablet research.
Consumers worldwide have been quick to embrace the concept of a tablet computer: IDC forecasts that 53.5 million units will ship this year. As brands start to explore how best to reach consumers via this nascent medium, we outline best practices for marketing on the tablet in our latest report.
Our Tablet Checklist includes 10 actionable recommendations for brands, with case studies to help illustrate these ideas. The recommendations were inspired by conversations with a panel of interactive media professionals both inside and outside JWT.
The spark! Culture Cave is a business concept for a cultural immersion experience for kids between the ages of 6 and 10. This is our business plan document.
Team: Aysegul Kacar, Allison Leach, Shalini Sardana, Lisa Woods
Class: Business of Design, MFA Design program at California College of the Arts (CCA)
Semester: Spring 2012
Instructors: Maria Guidice and Christopher Ireland
The Concept:
We believe that the best way to teach kids about culture is through traditional stories enhanced by interactive, open-ended, and hands-on activities that spring from that narrative.
From that perspective we created the Spark! Culture Cave. Components include:
• an iPad app that features a new traditional story each month. The culturally-rich story provides context for a wealth of ancillary information, games, and activities included in each app.
• an immersive sound-equipped tent with Velcro walls that kids can decorate with a world map, architectural cut-outs, and other country kit materials. This is a place a child can claim as a kids-only cool hangout.
• monthly country-specific activity kits filled with open-ended, and hands-on activities that a child will look forward to
Our aims include:
• Presenting the cultural richness of the world to kids one interesting chunk at a time
• Leveraging the delight of receiving a new gift in the mail each month
• Harnessing the flexibility of the subscription model
• Enriching the digital experience with a physical environment
Online Marketing Summit (OMS) - The Myth of Mobile MetricsIvanti
LogMyCalls CEO, Jason Wells, gave this presentation at the Online Marketing Summit (OMS) in Silicon Valley. It discusses mobile marketing and how to gather mobile analytics.
TechWadi Event Booklet – Silicon Valley GTF (Mar/18/2010)rocaveli
Agenda and Speaker Biographies for our first Global Technology Forum of 2010, held on March 18, 2010 at the PlugandPlayTechCenter incubator in Sunnyvale, California.
D'après une étude récente de Google, le phénomène du multiécran touche de plus en plus de Canadiens. En effet, ils sont nombreux à déclarer utiliser un dispositif comme le téléphone intelligent, la tablette ou un PC pendant qu'ils regardent la télévision. Selon Google, le multiécran est dorénavant ancré dans les habitudes des Canadiens et les marketeurs peuvent optimiser leurs performances par une juste compréhension de l'impact de ce phénomène. Ce n'est pas pour rien que Twitter a ouvert récemment un bureau au Canada spécialement dédié à la social TV.
The Digital American 2013: How Consumers Use Digital and Social Media (Sample)MauraMitchell
The Digital American 2013 is perfect for anyone who needs to quickly and efficiently understand how consumers use digital and social media---so you can leverage those trends to build your brand and drive sales.
It is great for:
* Senior executives who want to establish powerful digital and social media strategies, rather than jump right to executing tactics.
* Marketers who need to quickly figure out what is important and what can be ignored in the rapidly changing world of digital marketing.
* Business people who want to keep current with digital and social media, but don't have time to read lots of daily technology and marketing newsletters.
The Digital American 2013 is focused on what your consumers are actually thinking and doing. It is not about technology that pundits guestimate will be the next big thing, or tactics marketers think are new and cool. It is all about how consumers are interacting with all things digital, and how you can tap into their attitudes and actions to grow your business.
This Slide Share is a sample. The complete report is available at http://www.brandology.com/trendreport.htm or by contacting Maura@Brandology.com
"Mobile First" has been the latest mantra to sweep corporations, but it has created more box checking than actual results. The true value of mobile is yet unrealized - and will be until marketers "Mobilize Their Mind." This goes deeper than the technology, into anthropology and deep consumer behaviors. This presentation delves into this area where numbers matter less than developing a mindset and rich understanding of consumer behavior.
Pass the i pad please - 5 Lessons for Creating Great Tablet ExperiencesAnswerLab
As the tablet market continues to grow, so does the need to keep pace with the interaction challenges and opportunities these devices provide. The tablet platform raises unique challenges for developing and testing digital experiences. As a guide for user experience professionals, developers, designers, and product managers, AnswerLab has identified three key trends across our tablet UX research and will provide five lessons for creating tablet experiences, as well as best practices for conducting tablet research.
Consumers worldwide have been quick to embrace the concept of a tablet computer: IDC forecasts that 53.5 million units will ship this year. As brands start to explore how best to reach consumers via this nascent medium, we outline best practices for marketing on the tablet in our latest report.
Our Tablet Checklist includes 10 actionable recommendations for brands, with case studies to help illustrate these ideas. The recommendations were inspired by conversations with a panel of interactive media professionals both inside and outside JWT.
The spark! Culture Cave is a business concept for a cultural immersion experience for kids between the ages of 6 and 10. This is our business plan document.
Team: Aysegul Kacar, Allison Leach, Shalini Sardana, Lisa Woods
Class: Business of Design, MFA Design program at California College of the Arts (CCA)
Semester: Spring 2012
Instructors: Maria Guidice and Christopher Ireland
The Concept:
We believe that the best way to teach kids about culture is through traditional stories enhanced by interactive, open-ended, and hands-on activities that spring from that narrative.
From that perspective we created the Spark! Culture Cave. Components include:
• an iPad app that features a new traditional story each month. The culturally-rich story provides context for a wealth of ancillary information, games, and activities included in each app.
• an immersive sound-equipped tent with Velcro walls that kids can decorate with a world map, architectural cut-outs, and other country kit materials. This is a place a child can claim as a kids-only cool hangout.
• monthly country-specific activity kits filled with open-ended, and hands-on activities that a child will look forward to
Our aims include:
• Presenting the cultural richness of the world to kids one interesting chunk at a time
• Leveraging the delight of receiving a new gift in the mail each month
• Harnessing the flexibility of the subscription model
• Enriching the digital experience with a physical environment
Online Marketing Summit (OMS) - The Myth of Mobile MetricsIvanti
LogMyCalls CEO, Jason Wells, gave this presentation at the Online Marketing Summit (OMS) in Silicon Valley. It discusses mobile marketing and how to gather mobile analytics.
TechWadi Event Booklet – Silicon Valley GTF (Mar/18/2010)rocaveli
Agenda and Speaker Biographies for our first Global Technology Forum of 2010, held on March 18, 2010 at the PlugandPlayTechCenter incubator in Sunnyvale, California.
Digital Marketing Strategy for the Four Screens - TV integration, PC, Mobile ...Mike Corak
From inspiration to booking and beyond, discover how each type of screen in consumers’ lives are playing different roles, and what that means for your hotel’s digital marketing strategy. Use consumer behavior data to improve your travel and hospitality digital marketing strategy, your ominchannel strategy, and align your mobile marketing strategy.
Are they really that different? The Digital Divide between Millennials & BoomersDelvinia
As technologies continue to evolve, generation gaps grow, and reaching audiences in meaningful ways becomes increasingly difficult, organizations today need to dig deeper than ever before to understand their customers’ attitudes and behaviours.
By tapping into our online consumer research community, AskingCanadians.com, Delvinia is able to uncover Canadian consumer insights that help inform our client’s digital customer experiences.
Econsultancy and ethology: Digital Marketing Strategy for the Three ScreensMike Corak
From inspiration to conversion and beyond, discover how each type of screen in a consumer’s life is playing a different role, & what marketers need to know to best connect. Learn how a consumer behavior varies by screen and understand the implications that should be reflected in your audience-focused digital marketing strategy.
content marketing, content strategy, digital marketing strategy, econsultancy, ethology, mike corak, mobile marketing, social media strategy
Yahoo Canada new research: A Screen for Every OccasionNick Drew
We developed a new study to understand how Canadians are using mobile devices - the similarities between their mobile screens, and the differences - and what this means for the other screens in the household, including the PC and the TV.
2014 The prevalent multi-screen trend in China and note for marketersConcur
Multi-screen viewing is one of the latest digital trends to emerge in China, making the need to adapt to the multi-screen landscape a major challenge for marketers and brands in 2014. The focus of this paper is to study the often-noticed trend of how people in China are using a combination of smartphones, tablets and computer to consume digital content, and how marketers should capture the multi-screen opportunity.
Understanding Cross Platform Behaviour Across Multiple ScreemsNigel Mark Dias
90% of all media interactions today are screen-based. There are two distinct ways people move among screens to get stuff done: simultaneously and sequentially. Google's study shows how these two modes of interaction trigger specific behaviors such as online shopping, & which devices people are using at the various stages of these interactions.
This study shows how these two modes of interaction trigger specific behaviors such as online shopping, and which devices people are using at the various stages of these interactions.
Similar to Multiscreen Response Marketing_111012 (20)
4. Key Dates
12% of page views do not
occur on a PC - 2012
Amazon Google iPad
„94 „96 „10
1975 1980 1985 1990 1995 2000 2005 2010 2015
Apple Web eBay iPhone
„76 „91 „95 „07
Smartphone sales
surpass feature phone
sales - 2011
4
5. Growth
• 1.2 Billion smartphones and
tablets next year globally
• 50% year over year increase
(2012-2013)
• Tablet sales increase 3.5x in
2011
• Smartphones in the U.S.
have gone from 0 to over
120,000 in 5 years in the U.S
• 55% of mobile phones are
smartphones
5
6. Access and OS
• The vast majority of
tablet usage is via wifi
• Implications: tablets
are mostly used at
home, smartphones
are frequently used at
home
• Although Android has
the most market
share, iOS has grown
as well
6
7. Define “mobile”
• Laptops are the original „mobile‟
• Are tablets really a „mobile‟ device?
• Is the iPad mini still a tablet?
• Surface is laptopy
7
8. Demographics
• 45% of adults own a
smartphone
• 66% of 18-29 year olds
own a smartphone
• 14% of adults own a tablet
• 25-34 has highest
adoption rate of 24%
• 75%+ owners have HHI
>$50k
8
9. We‟re Here Takeaways
• Multiscreen behavior wasn‟t even possible 5 years ago
• Rapid growth means behavior and expectations will
change
• Smartphones are more widely used by younger users
while tablets tend to be older and wealthier, but don‟t
expect this trend to last
• Device fragmentation between laptops, tablets and
smartphones will shift the marketer from a device
focus to an experience focus
• Tracking online conversions will become more broken
9
11. Always On
• Media
consumption IS
digital
• Multiple and
mobile devices
enable new
behaviors
11
12. Usage Patterns
• News is read via
computers when we‟re
at work and tablets at
home
• Device usage on
weekends is similar
although peaks favor
tablets
• Smartphones show
the most stable usage
pattern
12
13. Context
• At the office, on the go, at home
• Goal oriented v chill (lean back, lean forward)
• Downtime and killing time = found time
13
14. Device Use Cases
• 60% of smartphone use
is at home –
smartphones lead the
way in convenience
• Tablets are primarily
used for entertainment
and rarely leave the
home
• Users are 3x more likely
to watch video on a
tablet than smartphone
• PCs use cases require
more focus and time
14
15. Sequential v Simultaneous
• Start a search on a
mobile device while
waiting in line and
email yourself a link
• Watching TV and
placing bets with
your wife on where
you‟re seen that
actor before
15
16. Sequential
• Smartphone
• Search (60%)
• Social Networking (66%)
• Shopping Online (65%)
• PC
• Planning a Trip (38%)
• Managing Finances (34%)
• Watching a Video (34%)
• Tablet
• Planning a Trip (15%)
• Shopping Online (11%)
• Watching a Video (11%)
• Smartphones initiate an a purchase during downtime and pick it later
• PC to smartphone is surprising, are users leaving home? Some experiences may be
better on mobile, like travel
• Tablet has the lowest % but there are far fewer tablets than smartphones
16
17. Simultaneous Devices
• Smartphones are the most common
simultaneously used device
• TV device results may skew
differently as tablet penetration
increases
• When TV is the primary point of
engagement, viewers are engaged in
lean back AND lean forward
experiences
• Younger males use multiple screens
simultaneously more than the general
population
• 31% of the of the general population
use 3 devices simultaneously
17
18. Simultaneous Uses
• Email and social networking may be similar activities – connecting with others
• Email, surfing and social networking are the 3 most common simultaneous use cases
• 22% of simultaneous usage is complimentary
18
19. Spontaneous Search
• Smartphones are the
device of convenience –
80% searches are
spontaneous
• Laptop usage is a more
directed experience
• Although laptops have
fewer spontaneous
searches, goal
orientation was identical
between devices
19
20. Media Consumption
• The top 5th of internet users consume the most TV and stream the most videos
• They average 7.1 hours per day
• The average for internet users is 5.1 hours of consumption
• The other 80% average 4.6 hours per day
• The top 5th consumes 55% more than the other 80% combined
20
21. Usage Takeaways
• The device at hand gets used, experiences must be fluid on mobile
devices
• Conversion tracking is more difficult in a multiscreen world
• The holistic customer experience needs to be taken into account
when devising campaigns, not just immediate response
• When people find something interesting they leverage multiple
devices to dig deeper
• We need better understanding of navigational, research and
shopping searches across devices – this will dictate search
marketing strategy
• Make sure ads are live when television commercials air
• Pay close attention to growth and changes among power users
21
23. Nope
• TV still outpaces online and
mobile combined, and it‟s
growing
• Jan 5th, 2011 2.5 TVs per
home
• 31% of homes have 4 or
more TVs
• Magazines and newspapers
have shifted to tablets
(Newsweek) and in part fuel
the growth of online – don‟t
expect the same to happen
with TV
23
24. Segments
• The top 20%
watch 7.3 hours
of TV per day
• The top 20%
account for 48%
of TV viewership
• 60% of the
general
population watch
3+ hours per day
of TV
24
25. Behavior – Young Men
• Graphics can be
made to be
misleading
• Two thirds of
young males find
information
about products
and services
from TV
• TV drives more
awareness for
young males
than online
25
26. Behavior – Toy Shoppers
• TV is rarely used in
toy shopping…
• …Remember, grap
hics can be made
to be misleading
• The buyer isn‟t the
target, the kid is!
26
27. Responsiveness
• TV is responsive compared to other offline
channels for toy shoppers
27
28. Digital and TV
• TV viewers use tablets for deeper engagement – both with shows
and ads
• Online video subscription services are increasing rapidly among TV
viewers
28
29. Integration
• NBC will use Zeebox
so viewers can buy
related products while
they watch TV
• TiVo and PayPal have
teamed up with click-
to-buy TV ad formats
• Smart TVs connect
directly to the internet
29
30. TV Takeaways
• TV is a dominant advertising channel
• TV outpaces online for driving awareness
• TV is one of the most effective offline channels at driving
response
• Complement TV media plans with online video and paid
search to extend campaign reach and increase touch points
• Viewers look to the web to engage more deeply with what
they‟re watching – ensure smooth handoffs by optimizing
landing page
• Watch trends for integrated marketing opportunities
30
32. Mobile Experience
• The majority of
shoppers use more
than one device to
continue
• Only 7% of toy
shopping that starts on
a mobile device
finishes with a
purchase
• Toy shopping that
starts on a mobile
device is just as likely
to convert at a store as
it is online
32
33. Where
• 63% use mobile
devices at
home to shop
for toys
• Laptops, portab
le as they may
be, are
predominantly
used at home
for shopping
33
34. Holiday Shopping
• 80% of people will use
multiple devices when
shopping this holiday
• Smartphones and computers
are the most popular combo
• Nearly 10% will use 3 devices
• Laptops close the sale – 65%
of the time
• Tablets convert proportionately
higher than smartphones
(watch tablet growth trends)
34
35. Switching
• #1 switch technique is
emailing yourself
• Bookmarks and
shopping carts seem
very different (e.g.
login) – not clear why
they‟re lumped
together
• 32% do a navigational
search (presumed, no
longer at the category
level)
35
36. Search Timing
• Response can be slow
– 39% of toy purchasers
check >5 sites
– 39% of toy purchases
are more than 3 weeks
from buying when they
first search
– More than half are 2
weeks from purchase
• A small minority of
searches convert on
one site or the same
day
36
37. Search Behavior
• The average number of searches for non-buyers was 4.3
while toy purchases searched an average of 8.2 time
• As shoppers get closer to purchase they shift from „what‟ to
buy to „where‟ to buy
37
38. Shifting Channels
• Amazon is killing retailers
• Search engines may be used prominently less
than in the past – this is bad for Google
38
39. In Store Behavior
• Taking product pictures, asking friends about the product and scanning barcodes (presumably for more
information or pricing) are the most common practices
• Females tend to take pictures and share with friends more than man
• Men research product info and pricing more than women
• 37% of U.S. consumers say they have engaged in “showrooming”
39
40. In Store Attitudes
• Millennials are the most
responsive age group
to using mobile in
stores
• Millennials have
approximately twice the
engagement of
boomers
40
41. Digital Engagement
• Digital engagement
varies by product for
CPG products
• Diapers have high digital
engagement – once
brand preference is
established they become
a commodity
• Skin care products have
lower digital engagement
– they may need to be
experienced in person
• Generally, higher digital
engagement leads to a
higher likelihood of online
purchasing
41
42. Barriers and Enablers
Barriers Enablers
Urgency Inspection Stock-up Price
• I‟m thirsty! • Is it fresh? • Continuity • Easy comparison
• I‟m hungry! • Does this size fit • Replenishment • Less overhead
• My plans just me?
changed
42
43. Consumer Needs
• Convenience is
relative and
driven by
urgency
• Price/value is
determined by
shipping
charges and
potential
markup
• Choice is based
on the need for
variety and
experience
43
44. Shopping Takeaways
• Shoppers hop between devices as well as ecommerce and brick-
and-mortar
• Hammer site visitors with retargeted ads, they‟re thinking of buying
somewhere else and you might not catch them on the next device
• Test landing pages constantly to drive conversion sooner, before
people check out other sites
• In store mobile opportunities need to be aimed at young people and
find inviting ways to engage older audiences
• Get clear on your product or service‟s barriers and enablers to craft
engaging multiscreen experiences that support customer goals
• Use email to engage your existing audience and use behavioral
triggers (e.g. just purchased, has items in the cart, etc.) as much as
possible
44
45. Conclusion
1. Tablet and smartphone adoption has been
prolific
2. Multiscreen behavior has fundamentally
changed internet usage and customer
experiences
3. TV usage is growing and advertising needs
to integrate through multiscreen experiences
4. Become a master of your product‟s digital
touch points
45
46. Appendix - Sources
The New Multi-Screen World – Google
http://www.thinkwithgoogle.com/insights/featured/new-multi-screen-world-insight/
AdWeek & Google Infographic
http://www.thinkwithgoogle.com/insights/library/infographics/adweek-google-digital-holidays/
Young Males Digital Path to Purchase – Google
http://www.thinkwithgoogle.com/insights/library/studies/young-males-digital-path-to-purchase/
The Role of Digital in the Toy Shopperʼs Journey
http://www.thinkwithgoogle.com/insights/library/studies/role-of-digital-for-toy-shoppers/
Digital Shopping: What You Need to Consider – Nielsen
http://www.nielsen.com/us/en/insights/reports-downloads/2012/digital-shopping--what-you-need-to-consider.html
Fact Sheet: The U.S. Media Universe – Neilsen
http://blog.nielsen.com/nielsenwire/online_mobile/factsheet-the-u-s-media-universe/
Light TV Viewers in 2012: A Major Shift to Online from TV
http://www.thinkwithgoogle.com/insights/library/videos/light-tv-viewers-video/
http://www.email-marketing-reports.com/wireless-mobile/smartphone-statistics.htm
http://www.gartner.com/it/page.jsp?id=1980115
http://www.datamation.com/news/gartner-smartphone-and-tablet-sales-will-top-1-billion-in-2013.html
http://www.mediapost.com/publications/article/186801/online-retail-spend-soars-15.html#ixzz2Bewv6GL9
46