Click2K’Ching The Mobile Shopper & The Impulse Economy
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Transcript of Click2K’Ching The Mobile Shopper & The Impulse Economy
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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