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Click2K’Ching The Mobile Shopper & The Impulse Economy.

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Presentation on theme: "Click2K’Ching The Mobile Shopper & The Impulse Economy."— Presentation transcript:

1 Click2K’Ching The Mobile Shopper & The Impulse Economy

2 need to tie the consumer’s mobile number to the basket new message: experience Thanks for your entry. If you wish to join VIP club and receive deal alerts, reply VIP. Tie mobile to basket

3 need to tie the consumer’s mobile number to the product 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

4 VS. MobileOnline 9% 15% 14% 10% 12% 2% 3% 6% 3% 2% 0% 5% 10% 15% 20% Unaided AwarenessAided AwarenessAd AwarenessMessage Association Brand FavorabilityPurchase Intent Campaign Effectiveness Brand Metric Deltas Mobile vs. Online November 2007-December 2009 Mobile Norms Online Norms Delta: Exposed-Control

5 VS. MobilePortable (immobile?)

6 6 Store 82% Sporting event 36% Doctor’s office 55% In plane 14% In church 7% Movie Theatre 17% VS. StoreOther

7 Reach & Frequency VS. Bells & Whistles

8 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 year olds Text Interaction With Brands Is Increasing Gen YGen X Young Boomer Older Boomer Signed up for some text alert 32%27%19%15% Airlines 5%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% 1%0% Sports 7%10%6%2% Traffic 5%7%2%3% Other 5% 4% Weather and Sports alerts are most popular; Radio Stations & Music Groups popular with yr olds

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

10 new message: 2LMJCXFC7C VS. m-Mediam-Mouse (activate)(publish)

11

12 App Store Downloading Behavior – By Age 09, iPhone Owners Source: Mobile Media Insights survey Five is the magic #... HTML5 and the super app

13 VS. CampaignChannel (on going)(date stamp)

14 VS. PromotionSales (PIN on Product)(TXT2Win)

15 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 channelCreate 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. VerticalHorizontal (cross-channel)(in-channel)

16 ShrinkReThink (function) (form) VS.

17 Find meFind myself (lo so)(big brother)

18 VS. Thoughtful $Impulse $

19 Cardinals 1,280,000 17, % Rams 528, % Cowboys 80,000 2, % Heat 176,000 9, % Pats % Stars 277,500 11, % 2,754,036 53, % AUDIENCE ACTIONS RESPONSE MOBILE-ACTIVATED MEDIA CHANNELS Example Media Activation (cross channel)

20 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

21 In recent A B testing with large retail D2C digital opt-in database: 8% conversion Mobile 20% conversion Example Conversion

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

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

24 Keep the conversation going while out-of- store with interactive information and content. Drive  Store traffic  Web traffic  Just-in-Time Deals  Trial

25 1.mobile coupons 2.mobile EPP 3.mobile rebates 4.mobile flyer subscription 5.mobile shelf talkers 6.mobile PoS 7.mobile commerce Put a “M” in front!

26 Two resources... Linkedin: IAB MOBILE Linkedin: MEF MOBILE COMMERCE

27 Thank you Linked In: IAB MOBILE Linked In: MEF MOBILE COMMERCE


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