how to engage the mobile consumer: the new rules for success (dx3 2016)

How To Engage The Mobile ConsumerDX3 MARCH 2016

The 3 Mobile

Shifts3

Mobile has fundamentally changed brand and store discovery.

1

Shift #1: Brand and Store Discovery

Google searches with "near me" have grown 2.4X year-over-year.2.4X

50%

18%

of consumers who conduct a local search on their smartphone visit a store within a day.

of those searches lead to a purchase.

Source: Think with Google

Shift #1: Brand and Store DiscoverySo What?

Are you there when and where people are searching for you?

Do you know how your consumers find your brand on mobile?

Or do they end up at your competitors?

Mobile has fundamentally changed the in-store experience.

2

Shift #2: In-store Experience

of shoppers say they consult their phones on purchases they’re about to make in a store.82%

25%say they have changed their minds while in a checkout line after looking up details on a smartphone.

Source: Think with Google

Shift #2: In-store ExperienceSo What?

Are you thinking about how mobile impacts your in-store experience?

Are people googling the products, arriving at competitors’ websites and making a purchase?

Is there an easy way for the consumer to find relevant information about your brand when they are on their phones in-store?

Mobile changed how and where we pay for things.

3

Shift #3: Purchase Experience

Source: Ipsos & PayPal

of Canadian online shoppers report having purchased from their smartphone in the past 12 months.1/5

of mobile shoppers are Millennials (18-34 years)53%

Canadian mobile commerce predicted to grow by 142% in 2016.

142%

Shift #3: Purchase ExperienceSo What?

If your customers wanted to purchase something while waiting in the doctor’s office, can they actually do it?

Are you optimizing your mobile user and checkout experience?

Do you have a mobile app to store customers’ information so they can purchase with only one click?

People now find brands and stores, experience them and make purchases in a fundamentally different way compared to a

few years back.

In short...

Unless you embrace these shifts, you would be losing customers to competitors!

In short...

● Engage your consumer on the go.

● Spend your marketing budget efficiently to reach the right audience at the right time in the right context.

Challenge

The New Rules of Consumer Engagement

Rule #1: Leverage Your Existing Data

Reach the right consumer on the go.

Rule #2: Provide Elevated Experiences

Become better at telling stories to consumers through elevated experiences

Rule #3: Let People Find You

There are new ways for brands to be found. You need to help people in the real world discover your physical locations.

Rule 1

Leverage your existing data

Leverage Your First Party Data

● First party data is the most valuable data that exists, and efforts should be made to capture and utilise as much first party data as possible.

● Think about what the most relevant data sources for brands are, to maximise signals such as context, location or device.

Embrace Custom Audiences

● Upload specific segments of your customer data and show them targeted videos, promotions, coupons, etc.

● You can reach your desired segment through multiple touchpoints: YouTube, Facebook, Gmail Ads, Twitter, etc.

Create Lookalike Audiences

● You can create a “lookalike” audience of all your existing ones. These are people who share very similar characteristics from an existing audience.

● Instead of guessing about your audience, you use the most powerful algorithms in the world to create them for you.

Bringing It All Together

Why Go Through This?

BEFORE TODAY

Mass ReachIneffective Budget Spend

Laser-Focus TargetingEffective Budget Spend

Rule 2

Provide Elevated

Experiences

1. The New Ways Of Telling Stories

Mobile gives us new ways to tell stories that were not possible before.

Real Storytelling with Sequenced Video Ads

We can now show our creative ads in a specific order to people. This allows to have powerful brand storytelling.

80%Video will account for 80% of all consumer traffic by 2019

Source: Cisco

Reebok Canada - Express Your Strong

1 2 3

2. Immersive Mobile Experience

Let users immerse themselves in your brand.

Google Accelerated Mobile Pages

Facebook Canvas/Instant Articles

Why Go Through This?

BEFORE TODAY

Single ExperienceMass Market

Personalized Experiences Ultra-Targeted Audiences

Rule 3

Let People Find You

Have Your App Discovered

89% of time spent on mobile is spent with apps, therefore it’s not surprising that Google has been investing heavily in the mobile app search space.

Brands with apps should think about whether their content will be discoverable in a future where in-app search results are displayed in search results listings.

App Indexing & App Store Optimisation

● App Indexing: Increase your install base and re-engage your app users through search.

● App Store Optimization: Improve the visibility of a mobile app in an app store.

People Near Your Stores

With GPS and data plans we know relevant audiences are near our stores.

Geo-targeting

Bid more aggressively on people physically near your stores and measure actual visits.

Large Retailer Case Study

1Google

Store VisitsFeature

2Geo-fenced perimeter

around location + multiple layers of geo-

targeting

3Bids scaled

gradually according to distance from

location

Results

2 out of 5 persons who clicked on a mobile ad visited a store.2/5

$46 ROAS

Every dollar invested in Paid Search generated $46 in-store (3x more than online)

Initiative recognized by Google as best-in-class in the retail industry.

Why Go Through This?

BEFORE TODAY

1 Source of Answers1 Search Experience

Proliferation of Source of AnswersPersonalized Search Experience

How to engage with the mobile consumer in 2016?

DATA EXPERIENCE FINDABILITY

Leverage data more effectively to better understand new and existing consumers

Review all assets to ensure the very best

consumer experience is being delivered.

Understand and adapt to new ways in which consumers discover

products and services.

Conclusion

Download the full presentation here:

iprospect.com/DX3