Watch the webinar: http://monetate.com/webinar/big-data-demystified-for-the-marketer/ Learn about emerging mobile trends and their implications to your business, while coming away with an understanding of how a long-term vision is critical to addressing the online everywhere customer. Other topics include: • Why customers on smartphones and tablets should not be treated the same way; • How implementing new strategies require investment and marketing control; • What buzzwords and hype you should avoid; • And much more. Presenters: • Thomas Husson, VP, Principal Analyst, Forrester Research • Todd Lido, Marketing Director, Threadless • Rob Yoegel, Content Marketing Director, Monetate

1. #monetatewebinar
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webinar
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shortly…

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Tips for Webinar Attendees
#monetatewebinar

3. Thomas Husson
VP, Principal Analyst
Forrester Research
Todd Lido
Marketing Director
Threadless
Rob Yoegel
Content Marketing Director
Monetate
#monetatewebinar

4. • Launched
in
Q1
2012
• 500,000,000+
online
experiences
• 2,500+
Downloads
• Covered
in
Forbes,
TechCrunch,
Mashable
and
others
• Referenced
by
bloggers
and
analysts,
including
Forrester’s
Sucharita
Mulpuru
during
the
NRF
Big
Show
2013
monetate.com/eq
#monetatewebinar

5. #monetatewebinar

6. #monetatewebinar

7. Tablet
is
not
mobile
#monetatewebinar

8. Rob Yoegel
Content Marketing Director
robyoegel@monetate.com
Thank you!
#monetatewebinar

9. The
Smartphone
&
Tablet
Experience
A
Monetate
Webinar
Thomas Husson, VP, Principal Analyst
May 22, 2013
@Thomas_Husson

10. Mobile
is
changing
people’s
lives
10

11. © 2013 Forrester Research, Inc. Reproduction Prohibited 11
Source: NBC News, AP photos

12. © 2013 Forrester Research, Inc. Reproduction Prohibited 12
The
Mobile
Mind
ShiS
The
expecta4on
that
any
desired
informa4on
or
service
is
available,
on
any
appropriate
device,
in
context,
at
your
moment
of
need.

13. © 2013 Forrester Research, Inc. Reproduction Prohibited 13
Your
Mobile
Mind
ShiS
Your
company
must
deliver
any
desired
informa4on
or
service
on
any
appropriate
device,
in
context,
at
the
customer’s
moment
of
need.

14. Agenda
•
Why
customers
on
smartphones
and
tablets
should
not
be
treated
the
same
way?
•
How
implemenWng
new
strategies
require
investment
and
markeWng
control?
•
What
buzzwords
and
hype
you
should
avoid?
#monetatewebinar

15. Mobile
traffic
is
exploding…
Source:
KPCb,
Mary
Meeker
presentaWon,
2012
Internet
Trends
#monetatewebinar

16. © 2012 Forrester Research, Inc. Reproduction Prohibited
…but
mobile
phones
have
lower
conversion
rates
#monetatewebinar

17. © 2012 Forrester Research, Inc. Reproduction Prohibited
Tablets
and
smartphones
differ…
17
• Mass-market
• Communication, content snacking and
sharing, apps
• Pocketable / “Always with me”:voice +
data
• On-the-go + home
• Personal / intimate
• Critical mass
• Media & content, e-mail, browser &
“lazy Internet”
• Portable / WiFi mostly, data
• Living room, bedroom, kitchen and
work
• Social / second screen device
#monetatewebinar

18. …and
use
cases
will
increasingly
diverge
#monetatewebinar

19. © 2012 Forrester Research, Inc. Reproduction Prohibited
Tablets
are
primarily
used
at
home
while
smartphones
are
used
everywhere
#monetatewebinar

20. © 2013 Forrester Research, Inc. Reproduction Prohibited 20
Tablets
with
cellular
connecWvity
are
sWll
primarily
used
within
the
home
Base: 822 Online adults age 18+ who own a tablet and access the internet on it / Source: North American Technographics
Telecom And Devices Online Recontact Survey, Q3 2012 (US)
13%
14%
15%
16%
17%
21%
21%
25%
26%
28%
31%
32%
35%
42%
46%
60%
3%
7%
7%
5%
10%
9%
23%
26%
32%
11%
19%
15%
23%
42%
57%
67%
In
stores
(while
shopping)
School
Library
On
my
daily
commute
Other
locaWon(s)
On
public
transportaWon
(e.g.,bus,
subway)
Friend
or
relaWve's
house
Restaurant/coffee
shop
Kitchen
In
the
car
Outdoors
Work
Home
office
While
travelling
for
business
or
leisure
(e.g.,
airport,
hotel)
Bedroom
Living
room
or
other
common
area
at
home
Where
do
you
use
your
tablet
to
access
the
Internet?
Not
3G
or
4G
3G
or
4G

21. The
tablet
beats
the
smartphone
for
surfing
at
home
February
2013
“The
European
Tablet
Landscape”
#monetatewebinar

22. Tablets
offer
more
immersive
and
rich
media
experiences
Most
important
task-­‐oriented
services
are
directly
accessible
via
the
home
screen.
All
other
services
are
only
a
swipe
away
Tablets
can
offer
more
rich-­‐media
and
immersive
experiences
during
the
discovery
and
explore
phase
of
the
customer
lifecycle

23. Agenda
•
Why
customers
on
smartphones
and
tablets
should
not
be
treated
the
same
way?
•
How
implemenWng
new
strategies
require
investment
and
markeWng
control?
•
What
buzzwords
and
hype
you
should
avoid?
#monetatewebinar

24. © 2013 Forrester Research, Inc. Reproduction Prohibited 24
With
3
billion
smartphones
by
end
2017,
mobile
will
become
your
primary
touchpoint.

25. 25
You
need
a
“Mobile
first”
approach.

26. “Mobile
first”
doesn’t
mean
that
mobile
takes
a
higher
priority
than
other
devices/channels.

27. “Mobile first” means you design for mobile at
the start rather than using a retrofit approach.

28. INTIMACY
ShiS
your
tradiWonal
markeWng
approach
by
combining
mobile’s
unique
benefits
IMMEDIACY
CONTEXT
Image
source:
P&G
(www.p&g.com),
American
Airlines
(www.americanairlines.com),
Apple
(www.apple.com)
#monetatewebinar

29. Mobile
plaoorms
as
the
catalyst
for
new,
connected
experiences
Consumer
Pla-orms
#monetatewebinar

30. Physical
context
and
connected
intelligence
#monetatewebinar

31. Mobile
is
the
catalyst
for
even
broader
markeWng
and
technology
changes
• 31

32. Flight
-­‐
2
days
+
2h
-­‐
2h
+
2
days
• Change reservation
• Reserve seat
• View reservations
• Check gate
• Departure time
• Lounge access
• Upgrade
• Arrival time
• Food order
• Movies
• Wi-Fi
• Ground
transportation
• Lost luggage
• Navigation
• Customer service
• Mileage status
• Reward travel
• Upcoming reservations
AnWcipate
consumers’
next
likely
acWons
Airline
example
based
on
user
4me
#monetatewebinar

33. Mobile
on
the
cheap
is
over:
mobile
spend
and
complexity
are
increasing
rapidly
•
Mobile
will
require
more
formal
organizaWons,
processes,
and
governance
•
Leading
marketers
will
take
back
ownership
of
mobile
from
agencies
and
vendors
•
The
role
of
the
mobile
markeWng
manager
will
emerge
•
Finding
the
right
strategic
mix
of
staff
will
rise
in
importance
•
Spending
will
increase,
especially
to
enable
mobile
services
#monetatewebinar

34. You
may
not
see
it
but
your
compeWtors
are
working
on
tomorrow’s
experiences
#monetatewebinar

35. Agenda
•
Why
customers
on
smartphones
and
tablets
should
not
be
treated
the
same
way?
•
How
implemenWng
new
strategies
require
investment
and
markeWng
control?
•
What
buzzwords
and
hype
you
should
avoid?
#monetatewebinar

36. Don’t
expect
“game-­‐changing”
mobile
technologies
in
2013
•
NFC,
augmented
reality,
image
recogniWon,
2D
bar
codes
flexible
displays,
LTE,
indoor
posiWoning…
•
Significant
progress
but
no
major
breakthroughs
•
CombinaWon
of
mobile
technologies
to
enable
beuer
experiences
#monetatewebinar

37. Solid
ROI
or
cross-­‐channel
auribuWon
will
be
difficult
to
achieve
#monetatewebinar

38. Automated
mobile
markeWng
and
targeWng
soluWons
will
take
Wme
to
emerge
#monetatewebinar

39. Expect
only
a
few
differenWated
user
experiences
#monetatewebinar

40. Responsive
Web
Design
seems
to
be
an
answer…
•
A
consistent
and
op4mized
experience
across
all
web-­‐enabled
touchpoints:
a
single
code
base
and
a
single
site
for
all
web
experiences
•
A
reduc4on
in
maintenance
risks
and
release
cycle
Wmes
•
A
beVer
marke4ng
visibility
thanks
to
a
single
«
device-­‐agnosWc
»
url
structure.
•
A
way
to
size
up
as
well
as
down
•
One
single
web
team
with
a
breakdown
of
development
silos
Like
Sony,
a
growing
number
of
brands
are
leveraging
responsive
sites
to
adapt
to
the
size
of
orientaWon
of
the
screens
#monetatewebinar

41. © 2013 Forrester Research, Inc. Reproduction Prohibited 41
....however
responsive
design
is
not
the
panacea
#monetatewebinar

42. …Be
aware
of
some
key
limitaWons
•
Responsive
design
is
a
philosophy
more
than
a
technology.
•
It
is
s4ll
the
early
days.
•
Despite
the
hype,
there
are
few
responsive
eCommerce
sites.
•
Customers
do
not
want
the
same
basic
experience
everywhere
on
every
device
•
It
does
not
replace
the
need
to
develop
unique
experiences
for
a
given
touchpoint.
•
You’ll
need
to
invest
in
internal
skills.
#monetatewebinar

43. Key
takeaways
•
The
Mobile
Mind
ShiS
is
happening
now
•
Brands
must
combine
inWmacy,
immediacy
and
context
to
offer
more
relevant
mobile
experiences
•
It
is
Wme
to
invest
to
differenWate
tomorrow’s
experiences
on
mulWple
connected
devices
#monetatewebinar

44. Thank
you
+33 (0) 6 84 82 95 03
thusson@forrester.com
@Thomas_Husson
#monetatewebinar

45. Smartphone & Tablet
Experience

46. About Threadless
Threadless
is
a
creaWve
community
that
makes,
supports,
and
buys
great
art.
Thousands
of
people
worldwide
submit
their
designs
online.
Our
community
picks
the
ones
that
get
made
into
t-­‐shirts,
bags,
wall
art,
and
more.
When
you
buy
from
us,
you
support
the
arWst
who
created
the
design.
Threadless.com.
Make
Great
Together.

47. Mobile-optimized Site
• Early
in
2012
we
realized
we
had
a
mobile
problem
– Mobile
conversion
rate
at
0.13%
in
January
2012
• PrioriWzed
mobile
opWmizaWon
over
app
– All
channels
lead
to
mobile
site
–
social,
email,
search,
paid…
– Mobile
site
traffic
is
inevitable,
apps
are
opWonal

48. Mobile-optimized PDP

49. Mobile-optimized Cart

50. Monetate for Mobile
• Parity
with
promoWons
on
full
site
• Mobile
exclusive
offers
• TesWng
and
opWmizaWon
• Turnkey
site
content

51. Problem:
Elements
of
website
didn't
render
correctly
on
smartphones
• HTML
5
elements
in
carousel
not
translaWng
to
mobile
site

52. SoluWon:
Use
AcWonBuilder
to
bringing
up
the
mobile
page
with
the
problem
• Placement
in
slider
built
with
acWon
builder
and
corrected
content
live
in
minutes.

53. Mobile-optimized Site
• Other
impacoul
mobile
iniWaWves
in
H1
2012
– Saved
credit
card
– Email
opWmized
for
mobile
– Homepage
merchandising
improvements
• Conversion
rate
improved
8x
over
6
mos
0.00%
0.20%
0.40%
0.60%
0.80%
1.00%
1.20%
Jan-­‐12
Feb-­‐12
Mar-­‐12
Apr-­‐12
May-­‐12
Jun-­‐12
Jul-­‐12
Aug-­‐12
Mobile
Conversion
Rate

54. Future of mobile for Threadless
• Tablet
opWmizaWons
– Tablet
runs
full
site
– Nav
and
homepage
improvements
– Gesture-­‐friendly
navigaWon
• App
in
development

55. Questions & Answers
Thomas Husson
VP, Principal Analyst
Forrester Research
Todd Lido
Marketing Director
Threadless
Rob Yoegel
Content Marketing Director
Monetate
#monetatewebinar