THE NEW MOBILE SHOPPER SIMON LISS – MANAGING DIRECTOR AMSTERDAM 8 th May 2012
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 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
FORGET WHAT YOU KNOW ABOUT MOBILE
TECHNOLOGY
THE USER IS IN CONTROL
THEY DECIDE WHAT FITS & WHAT
DOESN’T
IMPOSING TECHNOLOGY IS FUTILE
FORGET WHAT YOU KNOW ABOUT MOBILE
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
FORGET WHAT YOU KNOW ABOUT MOBILE
TECHNOLOGY
WEB MODELS ARE RETROGRADE
IT’S NOT ABOUT ISOLATED CHANNELS
STOP THINKING ‘MOBILE’
START THINKING ‘EXPERIENCE’
MOBILE DOESN’T STAND ALONE
What? Which other media? Where?
MOBILE DOESN’T STAND ALONE
74% of mobile media
interactions were in
conjunction with other media
MOBILE DOESN’T STAND ALONE
67% have used their mobile
to search for a product after
seeing an advert on other
media
STOP THINKING ‘MOBILE’
VIRGIN MEDIA CASE STUDY –
MOBILE AS A COMPLIMENTARY
CHANNEL
(TV & PRINT)
MOBILE DOESN’T STAND ALONE
MOBILE DOESN’T STAND ALONE
MOBILE DOESN’T STAND ALONE
0
10000
20000
30000
40000
50000
60000
70000
80000
90000
100000
Mobile
Web
Total Volumes
Mobile 400K vs PC 1.7m
Overall 18%
Total mobile share of web traffic in-line with expectations
MOBILE DOESN’T STAND ALONE
0
2000
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14000
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5 P
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6 P
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11 P
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12 A
M J
an 1
4
1 A
M
2 A
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12 P
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an 1
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11 P
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Web
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
MOBILE DOESN’T STAND ALONE
0
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
4,500
12 AM Jan 19
1 AM
2 AM
3 AM
4 AM
5 AM
6 AM
7 AM
8 AM
9 AM
10 AM
11 AM
12 PM Jan 19
1 PM
2 PM
3 PM
4 PM
5 PM
6 PM
7 PM
8 PM
9 PM
10 PM
11 PM
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
STOP THINKING ‘MOBILE’
‘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
ALWAYS ON MARKETING
ALWAYS ON MARKETING
ALWAYS ON MARKETING
ALWAYS ON MARKETING
WHATEVER THE CONTEXT
WHATEVER THE MEDIA
WE OFFER ENGAGEMENT
AND A PATH TO PURCHASE
STOP THINKING ‘MOBILE’
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
STOP THINKING ‘MOBILE’
Start thinking ‘Experience’
CREATING THE NEW MOBILE SHOPPER
IS EASY
It’s all about relevance and path to purchase
www.welovemobile.co.uk