Giving up control to increase engagement

SIGNAL 2011The Marketing in Real Time Conversation

Business is being reorganized by the consumer --they are taking control

58% of purchases originated with search

Display click-throughs down 50% YOY

An estimated 18B apps downloaded in 2011

54% of auto insurance purchases started online

Not surprising – control comes before love

This desire for control is gaining official traction

Europe’s Cookie Detective - Effective May 25, 2011

Do not Track & Browser Tracking Protection in the US

“Consumers prefer to create the contact”Finnish Consumer Survey 2009

Consumers think they control:

methodsown

initiativepermission

basis

Consumers don’t think they control their data:

collectionstorageusage

Ads are becoming more and more social

20-40% follow some sort of brandNew users – one of first 10 follows is a brand

User interests driving discovery

StumbleUpon leading social discovery

So what’s next?

Users promotingyour companyin their spaces for rewards

Foursquare for Ads?

Group conversations about products and services?

More positive about their service provider

Almost 50% are interested in increasing the amount of products and services with their provider

Significantly higher click through rates

thank you

Jessica Insalaco | jessica@manilla.com