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Mobile's Changing Face: The Multiscreen Impulse Economy

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Mobile's Changing Face: The Multiscreen Impulse Economy

  1. 1. Fast Shopper, Slow Store Mobile’s Changing Face:The MultiScreen Impulse Economy Gary Schwartz
  2. 2. The 2012 Election
  3. 3. 50k retweets
  4. 4. Votes not LIKES get you elected
  5. 5. George
  6. 6. Here is the problem . . . 2000x raw speed 2600x raw speed{AGC (Apollo Guidance Computer) had 2kb memory, 32kb of read onlymemory (storage), CPU 1.024 MHz. Samsung Galaxy II S has 1 GB memory(1 048 576 kb), 32 GB storage (33 554 423 kb), CPU Dual-core 1.2 GHz(1200 MHz x 2)}
  7. 7. top 13 mobile activities in December 20119
  8. 8. 120 short years . . .
  9. 9. 120 short years . . .
  10. 10. 120 short years . . .
  11. 11. Its all about the screen narrative . . .
  12. 12. 43 mins 39 mins 30 mins 17 mins Google MultiScreen Report
  13. 13. 90%Use multiple screens5 connect-devices in US household . sequentially to 98% accomplish a task6% of homes have 15 devices. over time. Move between devices that same day
  14. 14. know your screen! Average age of linear network subscriber is 55 years old
  15. 15. native digital folk switch27 windows per hour
  16. 16. one-fisted vs. two-fisted devices
  17. 17. 75% are active on phonesin the john, 13% of guyscompleting mobilepurchases www.11mark.com/IT-in-the-Toilet
  18. 18. Google’s Z-MOT Google MultiScreen Report
  19. 19. Curate your customerOwn your data . . .
  20. 20. The pick up . . .
  21. 21. 70 . 20 . 10
  22. 22. loyalist engagement . . . Engaged with customers in 2011 In A/B tests drove 10x conversion into store and cloud over email Consumer Engagement Award 2012, NRF
  23. 23. MESSAGE CONNECTCONVERT
  24. 24. they want to buy . . . Multi-Part SMS with Link to productinfo in 1st message Multi-Part SMS with Link to content in 2nd message: 2x CTR Multi-Part SMS with Link to shop now in 2nd message: 3x CTRSingle MMS with Link to shop now in message: 6x CTR
  25. 25. they want to buy . . . Multi-Part SMS with Link to productinfo in 1st message Multi-Part SMS with Link to content in 2nd message: 2x CTR Multi-Part SMS with Link to shop now in 2nd message: 3x CTRSingle MMS with Link to shop now in message: 6x CTR 10% lift in sales of email combines with messaging
  26. 26. . . . 1 in 4 drive a sale
  27. 27. CONNECT TO YOUR LOYALIST• Activate all media and product.• Build an OTT mCRMnetwork.• (Consider building a loyalty PINs network.)• Remember digital makes for strange bedfellows . . . TALK TO YOUR LOYALIST• No more campaigns silos!• Campaigns ride on your OTT network.
  28. 28. gary@impactmobile.comTwitter @impulse economy
  29. 29. gary@impactmobile.comTwitter @impulseeconomy

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