You’re Addicted, and You Don’t Even Know It (But Marketers Do)

Erin Everhart@erinever

You’re addicted, and you don’t even know it.

But here’s what marketers can do about it



You’re addicted, and you don’t even know it.

But here’s what marketers can do about it


Who here is in love?


Erin Everhart@erinever Source: Dr. Mark Griffiths

1. Immersion2. Modifies your mood

3. Need more of it4. Have withdrawals


Erin Everhart@erineverErin Everhart@erinever

Erin Everhart@erinever Sources: HCI Redux: The Promise of Post-Cognitive Interaction


91% of people described their phones as

extensions of their brains




We have a serious attention-span problem right now




via 2014 The Social Habitat

Don’t care how.

I want it now.



3.9M in 2016 (-1%)

Source: Why We Buy by Paco Underhill

$3.375T in 2016 (+3.9%)



Via Smart Insights

http://www.smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobile-marketing-statistics/


As marketers, we tend to get a little obsessed over new technology




• Vertical video• Personalized• Fast loading• Nonintrusive• Relevant• To the point• Brand lead



• Texting• Emailing• Social• Gaming• Reading • Videos• Shopping



How do we use smartphones

to shop?

• Price comparisons• Product info• Customer reviews• Couponing• Looking for stores



Localize to closest store

Exact location in store

Purchase and delivery options

Payment options



64% of mobile ads served aren’t even

viewable

Source: MOAT





GPS Location Data – Better pinpoint customers when they’re active shoppers

Marketers will find you


We mean that in a non-creepy way. (Most of the time.)





Google isn’t the only search engine anymore



Erin Everhart | @erineverErin Everhart@erinever


Mobile Search

Mobile Display

• 1 in 3 people clicked on ad visited store• 36% of in-store revenue during peak

periods was from mobile

• 8X in-store ROI on mobile display spend• 93% of sales from ads were in-store

Via Think with Google

Online metrics don’t live in a bubble

https://www.thinkwithgoogle.com/case-studies/home-depot-roi-mobile-display-ads.html


Mobile’s key purpose is to get

people to your store



Thank You!

You’re Addicted, and You Don’t Even Know It (But Marketers Do)

Presentations & Public Speaking