click2k’ching the mobile shopper & the impulse economy
DESCRIPTION
Click2K’Ching The Mobile Shopper & The Impulse Economy. new message :. new message :. Tie mobile to basket. need to tie the consumer’s mobile number to the basket. Thanks for your entry. If you wish to join VIP club and receive deal alerts, reply VIP. experience. new message :. - PowerPoint PPT PresentationTRANSCRIPT
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Click2K’ChingThe Mobile Shopper & The Impulse Economy
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need to tie the consumer’s mobile number to the basketneed to tie the consumer’s mobile number to the basket
new message:new message:
experience
Thanks for your entry. If you wish to join VIP club and receive deal alerts, reply VIP.
Tie mobile to basket
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need to tie the consumer’s mobile number to the productneed to tie the consumer’s mobile number to the product
new message:new message:
experience
Thanks for your entry. If you wish to join XBOX VIP club and receive 7/11 XBOX deal alerts, reply VIP.
Tie mobile to product
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VS.Mobile Online
9% 9%
15%14%
10%
12%
2% 3%
6%
3%2% 2%
0%
5%
10%
15%
20%
Unaided Awareness Aided Awareness Ad Awareness Message Association
Brand Favorability Purchase Intent
Campaign Effectiveness Brand Metric DeltasMobile vs. Online
November 2007- December 2009
Mobile Norms
Online Norms
Delta: Exposed - Control
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VS.
Mobile Portable(immobile?)
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6
Store82%
Sporting event36%
Doctor’s office55%
In plane14%
In church7%
Movie Theatre17%
VS.Store Other
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Reach & Frequency VS. Bells &
Whistles
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Messaging growing . . .• In 2007, roughly 1 in 6 had signed up for some sort of text alert. In 2009, that
number is now 1 in 5 with significant increases in sign-ups from 18-44 year olds
Text Interaction With Brands Is Increasing
Gen Y Gen XYoung
BoomerOlder
Boomer
Signed up for some text alert
32% 27% 19% 15%
Airlines 5% 7% 7% 5%
Music groups 10% 6% 3% 0%
Restaurants or bars 5% 6% 4% 2%
Food/drink products 6% 5% 2% 1%
Radio stations 10% 6% 3% 0%
Weather 16% 13% 11% 7%
Magazines 5% 5% 1% 0%
Sports 7% 10% 6% 2%
Traffic 5% 7% 2% 3%
Other 5% 5% 4% 4%
Weather and Sports alerts
are most popular; Radio
Stations & Music
Groups popular with 18-24 yr olds
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When can I interrupted you?Nose 2 phone . . .
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new message:new message:
2LMJCXFC7CVS.
m-Media m-Mouse(activate)(publish)
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App Store Downloading Behavior – By Age 09, iPhone Owners
24%
54%
13%10%
16%
47%
11%
26%
14%
67%
15%
3%
26%
48%
15%
11%
24%
55%
12%9%
27%
57%
8% 8%
0 free downloads 1-5 free downloads 6-10 free downloads 11+ free downloads
Total
Ages 13-17Ages 18-24
Ages 25-34Ages 35-54
Ages 55+
Source: Mobile Media Insights survey
Five is the magic # . . . HTML5 and the super app
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VS.
Campaign Channel(on going)(date stamp)
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VS.
Promotion Sales(PIN on Product)(TXT2Win)
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•Mobile is a horizontal buy that adds value to your vertical PUSHMobile is a horizontal buy that adds value to your vertical PUSH•Activate traditional publishing mediumsActivate traditional publishing mediums•Create a permission-based 2-way channel Create a permission-based 2-way channel •Help the brand bridge to POS, WEB, CRM programs . . .Help the brand bridge to POS, WEB, CRM programs . . .
VS.
Vertical Horizontal(cross-channel)(in-channel)
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Shrink ReThink(function)(form)
VS.
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VS.
Find me Find myself(lo so)(big brother)
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VS.
Thoughtful $ Impulse $
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Cardinals 1,280,000 17,214 1.34%
Rams 528,000 94001.78%
Cowboys 80,000 2,3172.90%
Heat 176,000 9,950 5.65%
Pats 412536 30410.74%
Stars 277,500 11,5194.15%
2,754,036 53,4411.94%
AUDIENCE ACTIONS
RESPONSE
MOBILE-ACTIVATED MEDIA CHANNELS
Example Media Activation (cross channel)
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Mobile purchase intent across all categories:
• CPG 3.4x• Automotive 3.9x• Entertainment 4.1x• Travel 5.4x• Technology 7.5x• Retail 7.9x
InsightExpress “Campaign Effectiveness Brand Metrics Vertical: Mobile X Times More Effective Than Online” (November 2007 – December 2009)
Good numbers in any ledger
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In recent A B testing with large retail D2C digital opt-in database:
•Email 8% conversion•Mobile 20% conversion
Example Conversion
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Establish a connection with your consumers, engage with them by providing the content and information that they demand
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It starts with an opt in. Create a permission based relationship and build a database of phone numbers.
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Keep the conversation going while out-of-store with interactive information and content.
Drive Store traffic Web traffic
Just-in-Time Deals Trial
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1. mobile coupons2. mobile EPP3. mobile rebates4. mobile flyer subscription5. mobile shelf talkers6. mobile PoS7. mobile commerce
Put a “M” in front!
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Two resources . . .
www.iab.netLinkedin: IAB MOBILE
www.m-e-f.org Linkedin: MEF MOBILE COMMERCE
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Thank you
Linked In: IAB MOBILELinked In: MEF MOBILE COMMERCE