How Mobile Marketing ChangesWhen Your New Car

Is A Smartphone

David BerkowitzCMO, MRY

@dberkowitz / @MRYMarketersStudio.com

David.Berkowitz@mry.com

Originally presented at…

#BDS1

What we’ll cover today

• Moving from the Car Era to the Smartphone Era

• Minding the Value Gap

• 5 ways people value smartphones vs. cars

• Lessons for mobile marketing: 10 examples from brands

• Ovation (standing optional)

This edition is annotated with notes to make it easier to follow on your own. You can find links and sources in the notes on each slide.

Different devices, dovetailing purposes

The most transformative technology of…

The 20th century

The 21st century

Cost of ownership

~$15,000+,~$500-$1,000/mo

~$500,~$100/mo

Access

Parked nearbyor on call

Always inyour pocket

The upshot

Will always matter

Increasingly servessimilar purposes

Get the full study at mry.com/auto

Why the focus on Millennials?

The 18-35 age group gives a taste of where trends are heading. There were many notable differences in the responses of this group compared to the 35+ bracket.

There is a Value Gap between age groups

It was particularly interesting looking at what the different age groups value. For the auto industry alone, small changes in values can impact hundreds of billions of dollars of purchases annually, and the study is applicable to a wide range of marketers and verticals.

The Value Gap: voting in elections

Millennials

35+

62%

74%

Voting

The Value Gap: being wealthy

Millennials

35+

53%

33%

Being wealthy

5 ways people value smartphones vs. cars

• Makes my life easier

• Makes buying things easier

• Provides an escape from a hectic day

• Helps me interact with friends and family

• Helps me experience new things

Makes my life easier

Millennials

35+

89%

83%

89%

90%

Car Smartphone

3M launched an app to digitize and organize Post-It Notes.

BNY Mellon created Sumday (a web app that works on any device, rather than a native mobile app) to make it easier for anyone to save and invest money.

Makes buying things easier

Millennials

35+

75%

60%

87%

86%

Car Smartphone

As Apple Pay rolls out, people can consider leaving their wallets at home. Early adopters next year may start making payments via their watches.

Practically every retailer needs to create shopping experiences that work well on mobile devices, often by streamlining options and minimizing steps (those best practices often work well regardless of the screen size).

Provides an escape from a hectic day

Millennials

35+

77%

63%

76%

72%

Car Smartphone

Hyundai showed off how tough and culturally relevant its cars can be when it integrated them into a Walking Dead zombie-killing game.

Cultural institutions such as the Museum of Modern Art (MOMA) can hook consumers by creating guides that can be downloaded or streamed. The days of the separate radio guides and questionably hygienic headphones are almost over.

Helps me interact with friends and family

Millennials

35+

90%

64%

82%

84%

Car Smartphone

Jagermeister’s Jagerbonds connects friends to capture video roundups of their nights out together.

Coca-Cola’s Placelists let friends share songs from Spotify that matched up with any location all around the world.

Helps me experience new things

Millennials

35+

85%

83%

89%

90%

Car Smartphone

Bank of America’s Merrill Edge Face of Retirement app urges you to start saving by showing what you will look like at your retirement age (assuming most users have a ways to go).

Mercedes was one of the first brands to create an app for the Pebble smartwatch, offering alerts that can be accessed faster on one’s wrist.

More research: mry.com/auto

Thank you!

David BerkowitzDavid.Berkowitz@mry.com@dberkowitz / @mryMarketersStudio.comAlso, thanks to Silverback Social and the Baltimore Digital Summit for having me. Review the tweets by checking out #BDS1.