you’re addicted, and you don’t even know it (but marketers do)
TRANSCRIPT
Erin Everhart@erinever
You’re addicted, and you don’t even know it.
But here’s what marketers can do about it
Erin Everhart@erinever
You’re addicted, and you don’t even know it.
But here’s what marketers can do about it
Erin Everhart@erinever Source: Dr. Mark Griffiths
1. Immersion2. Modifies your mood
3. Need more of it4. Have withdrawals
Erin Everhart@erinever
Erin Everhart@erinever Sources: HCI Redux: The Promise of Post-Cognitive Interaction
Erin Everhart@erinever
91% of people described their phones as
extensions of their brains
Erin Everhart@erinever
via 2014 The Social Habitat
Don’t care how.
I want it now.
Erin Everhart@erinever
Erin Everhart@erinever
3.9M in 2016 (-1%)
Source: Why We Buy by Paco Underhill
$3.375T in 2016 (+3.9%)
Erin Everhart@erinever
Via Smart Insights
Erin Everhart@erinever
As marketers, we tend to get a little obsessed over new technology
Erin Everhart@erinever
Erin Everhart@erineverErin Everhart@erinever
Erin Everhart@erinever
• Vertical video• Personalized• Fast loading• Nonintrusive• Relevant• To the point• Brand lead
Erin Everhart@erinever
Erin Everhart@erineverErin Everhart@erinever
• Texting• Emailing• Social• Gaming• Reading • Videos• Shopping
Erin Everhart@erinever
Erin Everhart@erinever
How do we use smartphones
to shop?
• Price comparisons• Product info• Customer reviews• Couponing• Looking for stores
Erin Everhart@erinever
Erin Everhart@erinever
Localize to closest store
Exact location in store
Purchase and delivery options
Payment options
Erin Everhart@erinever
64% of mobile ads served aren’t even
viewable
Source: MOAT
Erin Everhart@erinever
Erin Everhart@erinever
GPS Location Data – Better pinpoint customers when they’re active shoppers
Marketers will find you
Erin Everhart@erinever
We mean that in a non-creepy way. (Most of the time.)
Erin 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