mca12 - simon liss - we love mobile

THE NEW MOBILE

SHOPPERSIMON LISS – MANAGING DIRECTOR

AMSTERDAM 8th May 2012

WHAT WE DO

Brand engagement

applications

User centred

product designShopper marketing

innovation

WHY LISTEN

TO ME?

I know quite a lot about mobile

I understand brands and business

I know a bit about consumers

I don’t do technical

I try not to make predictions

I am not (completely) mobile obsessed

TODAY I AM ASKING YOU

TO

FORGET WHAT YOU KNOW ABOUT

MOBILE TECHNOLOGY

STOP THINKING ‘MOBILE’

FORGET WHAT YOU KNOW ABOUT MOBILE

TECHNOLOGY

THE QR CODE FALLACY

QR CODES ARE COOL!

SUPER HIGH-TECH! USED BY ROBOTS! BIG IN JAPAN!

QR CODES ARE EVERYWHERE!

QR CODES ARE EASY!

BUT THEY AREN’T POPULAR –

SEARCH IS KING!

13 - 17 yr olds

18 – 24 yr olds

25 – 34 yr olds

35 – 44 yr olds

45 – 54 yr olds

55 yr olds +

Audience 3.5 m or 7.2%

5.7m or 11.8%

8.1m or 16.8%

8.3m or 17.% 8.1m or 16.8%

14.7m or 30.4%

Scanned a QR code (at least once each week)

1.1%(0.1%)

2.3% (0.6%) 2.1% (0.2%) 1.4% (0.1%) 0.4% (0.2%) 0.3% (0%)

Searched regularly via browser

27.6%(1.1%)

38% (0.9%) 36.7% (1.3%) 32.4% (1.7%) 21.2% (0.2%) 12.5%(1.3%)

Comscore Mobilens All UK March 2012


TECHNOLOGY

THE USER IS IN CONTROL

THEY DECIDE WHAT FITS & WHAT

DOESN’T

IMPOSING TECHNOLOGY IS FUTILE


TECHNOLOGY

DON’T BE A VICTIM OF THE PAST

MOBILE IS LIKE THE WEB, BUT

SMALLER

MOBILE IS LIKE THE WEB, BUT

SMALLER

MOBILE WEB BANNERS

MOBILE WEB SITESM E COMMERCE


TECHNOLOGY

WEB MODELS ARE RETROGRADE

IT’S NOT ABOUT ISOLATED CHANNELS


START THINKING ‘EXPERIENCE’

MOBILE DOESN’T STAND ALONE

What? Which other media? Where?


74% of mobile media

interactions were in

conjunction with other media


67% have used their mobile

to search for a product after

seeing an advert on other

media


VIRGIN MEDIA CASE STUDY –

MOBILE AS A COMPLIMENTARY

CHANNEL

(TV & PRINT)


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Total Volumes

Mobile 400K vs PC 1.7m

Overall 18%

Total mobile share of web traffic in-line with expectations


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Mobile

Teaser ads go live

Mobile peaks at

35%

Main TV ads go live

Mobile peaks at 25%

Initial interest is high and mobile over-indexes during the broadcast of the TVCs


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12 AM Jan 19

1 AM

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Mobile Traffic

PC Traffic

Print Live

Mobile web volume exceeds

PC web (peaks at 55%)

Print works very well with mobile – although still relatively low volumes

compared to TV


‘ALWAYS ON MARKETING’

ALWAYS ON

MARKETING

Being able to activate all media via the

mobile channel

Allowing consumers to interact with

advertising and marketing

Delivering dynamic conversations

With real-world outcomes

Delivered through smartphone technology

‘ALWAYS ON’

ADD TO BASKET

(WHY JUST SEE IT WHEN YOU CAN

SHOP IT?)

ALWAYS ON MARKETING

WHATEVER THE CONTEXT

WHATEVER THE MEDIA

WE OFFER ENGAGEMENT

AND A PATH TO PURCHASE


THE FUTURE

NFC & AR

(INTEGRATED MOBILE, ON PACK &

PRINT)

NFC & AR VIDEO

THE NEW MOBILE SHOPPER

THE BIG OPPORTUNITY

MOBILE AS THE GREAT

CONVERGER

THE NEW MOBILE SHOPPER

DIGITAL SHOPPER MARKETING

DRIVES SALES

Interactive Communications + Data

= Relevance

Relevance + Path to Purchase = Efficient

Conversion

Efficient Conversion x Time =

Competitive Advantage

IN SUMMARY

FORGET WHAT YOU KNOW ABOUT

MOBILE TECHNOLOGY

It’s the user that matters


Start thinking ‘Experience’

CREATING THE NEW MOBILE SHOPPER

IS EASY

It’s all about relevance and path to purchase

www.welovemobile.co.uk

[email protected]

mca12 - simon liss - we love mobile

Technology