Click2K’ChingThe Mobile Shopper & The Impulse Economy

need to tie the consumer’s mobile number to the basketneed to tie the consumer’s mobile number to the basket

new message:new message:

experience

Thanks for your entry. If you wish to join VIP club and receive deal alerts, reply VIP.

Tie mobile to basket

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

new message: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

VS.Mobile Online

9% 9%

15%14%

10%

12%

2% 3%

6%

3%2% 2%

0%

5%

10%

15%

20%

Unaided Awareness Aided Awareness Ad Awareness Message Association

Brand Favorability Purchase Intent

Campaign Effectiveness Brand Metric DeltasMobile vs. Online

November 2007- December 2009

Mobile Norms

Online Norms

Delta: Exposed - Control

VS.

Mobile Portable(immobile?)

6

Store82%

Sporting event36%

Doctor’s office55%

In plane14%

In church7%

Movie Theatre17%

VS.Store Other

Reach & Frequency VS. Bells &

Whistles

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 18-44 year olds

Text Interaction With Brands Is Increasing

Gen Y Gen XYoung

BoomerOlder

Boomer

Signed up for some text alert

32% 27% 19% 15%

Airlines 5% 7% 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% 5% 1% 0%

Sports 7% 10% 6% 2%

Traffic 5% 7% 2% 3%

Other 5% 5% 4% 4%

Weather and Sports alerts

are most popular; Radio

Stations & Music

Groups popular with 18-24 yr olds

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

new message:new message:

2LMJCXFC7CVS.

m-Media m-Mouse(activate)(publish)

App Store Downloading Behavior – By Age 09, iPhone Owners

24%

54%

13%10%

16%

47%

11%

26%

14%

67%

15%

3%

26%

48%

15%

11%

24%

55%

12%9%

27%

57%

8% 8%

0 free downloads 1-5 free downloads 6-10 free downloads 11+ free downloads

Total

Ages 13-17Ages 18-24

Ages 25-34Ages 35-54

Ages 55+

Source: Mobile Media Insights survey

Five is the magic # . . . HTML5 and the super app

VS.

Campaign Channel(on going)(date stamp)

VS.

Promotion Sales(PIN on Product)(TXT2Win)

•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 channel Create 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.

Vertical Horizontal(cross-channel)(in-channel)

Shrink ReThink(function)(form)

VS.

VS.

Find me Find myself(lo so)(big brother)

VS.

Thoughtful $ Impulse $

Cardinals 1,280,000 17,214 1.34%

Rams 528,000 94001.78%

Cowboys 80,000 2,3172.90%

Heat 176,000 9,950 5.65%

Pats 412536 30410.74%

Stars 277,500 11,5194.15%

2,754,036 53,4411.94%

AUDIENCE ACTIONS

RESPONSE

MOBILE-ACTIVATED MEDIA CHANNELS

Example Media Activation (cross channel)

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

In recent A B testing with large retail D2C digital opt-in database:

•Email 8% conversion•Mobile 20% conversion

Example Conversion

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

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

Keep the conversation going while out-of-store with interactive information and content.

Drive Store traffic Web traffic

Just-in-Time Deals Trial

1. mobile coupons2. mobile EPP3. mobile rebates4. mobile flyer subscription5. mobile shelf talkers6. mobile PoS7. mobile commerce

Put a “M” in front!

Two resources . . .

www.iab.netLinkedin: IAB MOBILE

www.m-e-f.org Linkedin: MEF MOBILE COMMERCE

Thank you

Linked In: IAB MOBILELinked In: MEF MOBILE COMMERCE

gary@impactmobile.com