Click2K’Ching The Mobile Shopper & The Impulse Economy.

Click2K’ChingThe Mobile Shopper & The Impulse Economy

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

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Tie mobile to basket

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:

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Tie mobile to product

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

VS.

Mobile Portable(immobile?)

6

Store82%

Sporting event36%

Doctor’s office55%

In plane14%

In church7%

Movie Theatre17%

VS.Store Other

Reach & Frequency VS. Bells &

Whistles

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

When can I interrupted you?Nose 2 phone . . .

new message:new message:

2LMJCXFC7CVS.

m-Media m-Mouse(activate)(publish)

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

VS.

Campaign Channel(on going)(date stamp)

VS.

Promotion Sales(PIN on Product)(TXT2Win)

•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)

Shrink ReThink(function)(form)

VS.

VS.

Find me Find myself(lo so)(big brother)

VS.

Thoughtful $ Impulse $

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)

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

In recent A B testing with large retail D2C digital opt-in database:

•Email 8% conversion•Mobile 20% conversion

Example Conversion

Establish a connection with your consumers, engage with them by providing the content and information that they demand

It starts with an opt in. Create a permission based relationship and build a database of phone numbers.

Keep the conversation going while out-of-store with interactive information and content.

Drive Store traffic Web traffic

Just-in-Time Deals Trial

1. mobile coupons2. mobile EPP3. mobile rebates4. mobile flyer subscription5. mobile shelf talkers6. mobile PoS7. mobile commerce

Put a “M” in front!

Two resources . . .

www.iab.netLinkedin: IAB MOBILE

www.m-e-f.org Linkedin: MEF MOBILE COMMERCE

Thank you

Linked In: IAB MOBILELinked In: MEF MOBILE COMMERCE

[email protected]