how to engage the mobile consumer: the new rules for success (dx3 2016)
TRANSCRIPT
How To Engage The Mobile ConsumerDX3 MARCH 2016
The 3 Mobile
Shifts3
Mobile has fundamentally changed brand and store discovery.
1
Shift #1: Brand and Store Discovery
Google searches with "near me" have grown 2.4X year-over-year.2.4X
50%
18%
of consumers who conduct a local search on their smartphone visit a store within a day.
of those searches lead to a purchase.
Source: Think with Google
Shift #1: Brand and Store DiscoverySo What?
Are you there when and where people are searching for you?
Do you know how your consumers find your brand on mobile?
Or do they end up at your competitors?
Mobile has fundamentally changed the in-store experience.
2
Shift #2: In-store Experience
of shoppers say they consult their phones on purchases they’re about to make in a store.82%
25%say they have changed their minds while in a checkout line after looking up details on a smartphone.
Source: Think with Google
Shift #2: In-store ExperienceSo What?
Are you thinking about how mobile impacts your in-store experience?
Are people googling the products, arriving at competitors’ websites and making a purchase?
Is there an easy way for the consumer to find relevant information about your brand when they are on their phones in-store?
Mobile changed how and where we pay for things.
3
Shift #3: Purchase Experience
Source: Ipsos & PayPal
of Canadian online shoppers report having purchased from their smartphone in the past 12 months.1/5
of mobile shoppers are Millennials (18-34 years)53%
Canadian mobile commerce predicted to grow by 142% in 2016.
142%
Shift #3: Purchase ExperienceSo What?
If your customers wanted to purchase something while waiting in the doctor’s office, can they actually do it?
Are you optimizing your mobile user and checkout experience?
Do you have a mobile app to store customers’ information so they can purchase with only one click?
People now find brands and stores, experience them and make purchases in a fundamentally different way compared to a
few years back.
In short...
Unless you embrace these shifts, you would be losing customers to competitors!
In short...
● Engage your consumer on the go.
● Spend your marketing budget efficiently to reach the right audience at the right time in the right context.
Challenge
The New Rules of Consumer Engagement
Rule #1: Leverage Your Existing Data
Reach the right consumer on the go.
Rule #2: Provide Elevated Experiences
Become better at telling stories to consumers through elevated experiences
Rule #3: Let People Find You
There are new ways for brands to be found. You need to help people in the real world discover your physical locations.
Rule 1
Leverage your existing data
Leverage Your First Party Data
● First party data is the most valuable data that exists, and efforts should be made to capture and utilise as much first party data as possible.
● Think about what the most relevant data sources for brands are, to maximise signals such as context, location or device.
Embrace Custom Audiences
● Upload specific segments of your customer data and show them targeted videos, promotions, coupons, etc.
● You can reach your desired segment through multiple touchpoints: YouTube, Facebook, Gmail Ads, Twitter, etc.
Create Lookalike Audiences
● You can create a “lookalike” audience of all your existing ones. These are people who share very similar characteristics from an existing audience.
● Instead of guessing about your audience, you use the most powerful algorithms in the world to create them for you.
Bringing It All Together
Why Go Through This?
BEFORE TODAY
Mass ReachIneffective Budget Spend
Laser-Focus TargetingEffective Budget Spend
Rule 2
Provide Elevated
Experiences
1. The New Ways Of Telling Stories
Mobile gives us new ways to tell stories that were not possible before.
Real Storytelling with Sequenced Video Ads
We can now show our creative ads in a specific order to people. This allows to have powerful brand storytelling.
80%Video will account for 80% of all consumer traffic by 2019
Source: Cisco
Reebok Canada - Express Your Strong
1 2 3
2. Immersive Mobile Experience
Let users immerse themselves in your brand.
Google Accelerated Mobile Pages
Facebook Canvas/Instant Articles
Why Go Through This?
BEFORE TODAY
Single ExperienceMass Market
Personalized Experiences Ultra-Targeted Audiences
Rule 3
Let People Find You
Have Your App Discovered
89% of time spent on mobile is spent with apps, therefore it’s not surprising that Google has been investing heavily in the mobile app search space.
Brands with apps should think about whether their content will be discoverable in a future where in-app search results are displayed in search results listings.
App Indexing & App Store Optimisation
● App Indexing: Increase your install base and re-engage your app users through search.
● App Store Optimization: Improve the visibility of a mobile app in an app store.
People Near Your Stores
With GPS and data plans we know relevant audiences are near our stores.
Geo-targeting
Bid more aggressively on people physically near your stores and measure actual visits.
Large Retailer Case Study
1Google
Store VisitsFeature
2Geo-fenced perimeter
around location + multiple layers of geo-
targeting
3Bids scaled
gradually according to distance from
location
Results
2 out of 5 persons who clicked on a mobile ad visited a store.2/5
$46 ROAS
Every dollar invested in Paid Search generated $46 in-store (3x more than online)
Initiative recognized by Google as best-in-class in the retail industry.
Why Go Through This?
BEFORE TODAY
1 Source of Answers1 Search Experience
Proliferation of Source of AnswersPersonalized Search Experience
How to engage with the mobile consumer in 2016?
DATA EXPERIENCE FINDABILITY
Leverage data more effectively to better understand new and existing consumers
Review all assets to ensure the very best
consumer experience is being delivered.
Understand and adapt to new ways in which consumers discover
products and services.
Conclusion
Download the full presentation here:
iprospect.com/DX3