Engaging the On-the-Go Consumer

Tim Hayden, CMO, 44Doors Scott Forshay, Director, Mobile Strategy, Morpheaus Media

Tom Nawara, Vice President, Digital Strategy and Design, Acquity Group Suhail Pothigara, Manager, Mobile Development Program, Macys.com

Scott ForshayDirector, Mobile Strategy

Morpheaus Media

Trend One: Connected Consumers are Consumers of Context

Trend Two: Intelligent Marketing is Now in the Moment.

Trend Three: The Mobile Medium Carries the Brand Narrative

Tom NawaraVice President, Digital Strategy and Design

Acquity Group

91 Top 5 independent digital agency – 2010 & 2011, Advertising Age

» One of the top five independent digital agencies in the country1

» Headquartered in Chicago with 12 offices globally

» Over 475 experienced business, design, marketing and technology professionals

» We have been a trusted partner to more than 600 clients on thousands of projects

Acquity Group is a leading

digital strategy, experience design, and

online technologyservices firm.

Tom NawaraVP, Digital Strategy & Design

tom.nawara@acquitygroup.com@tnawara

10

The third screen is already the first screen>5.4BB mobile subscribers globally250MM in the US43% smartphones

Notable Statistics

30%[of consumers ages 25-44 considered a retailer’s mobile

competence a major factor when shopping] *

* IDC Insights, 2011

Notable Statistics

47%[of consumers have accessed customer reviews

in-store using their mobile device] *

* Shop.org Social Commerce Survey, September 2011

Notable Statistics

53%[of on-the-go shoppers will give you their location in

exchange for more relevant content] *

* JiWire Study, September 2011

Notable Statistics

56%[of people believe mobile can make

the shopping experience more enjoyable ] *

* Lightspeed Research, 2011

Suhail PothigaraManager, Mobile Development Program

Macys.com

Web Ads have been shrunk to fit in the mobile channel..

Web Banner

Mobile Banner

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..and they are not working

“48% to 60% of Mobile ads are accidentally hit”- Pontiflex Survey and others.

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Push NotificationsWeb Popups

The web popups have reappeared - just more annoying

SoLoMo + Mobile Sensors The new mobile advertising and engagement success factors

Web Engagement inputs:

• Search Keywords• Browsing history (cookies)• Shopping and purchase history• Social integration

Mobile Engagement inputs:

• SOcial network integration• Likes, Fan pages, Social buying

• LOcation - Real-time Awareness• (GPS + Cell tower)• Day parts + weather

• MObile App interactions• Return frequency• Product Research and Purchases

Main Areas of Opportunity

Gamification and rewardsIn-store purchase experience

• Rewarding key behaviors with Gift cards, coupons and other rewards.

• Store price and availability.• scanning barcodes and mobile coupons• Geo Fencing and Mobile Payments

Engaging the On-the-Go Consumer

Tim Hayden, CMO, 44Doors Scott Forshay, Director, Mobile Strategy, Morpheaus Media

Tom Nawara, Vice President, Digital Strategy and Design, Acquity Group Suhail Pothigara, Manager, Mobile Development Program, Macys.com