how consumers engage with mobile

Jamie TurnerAuthor, Speaker and Founder of the 60 Second Marketer

Follow Jamie on Twitter @AskJamieTurner

How Consumers Use Mobile to

Engage with Your Brand

Introductions

• Co-author of How to Make Money with Social Media and Go Mobile

• Regular guest on CNN and HLN on the topic of social media and mobile media

• Consult with corporations on how to improve their social media and mobile marketing campaigns

Go Mobile -- The Book

Now Available

2

Let’s Kick Things Off

Agenda

• Mobile Marketing Facts and Figures (10 minutes)

• How Consumers Make Buying Decisions (10 minutes)

• 5 Consumer Behavior Secrets (10 minutes)

• What’s Next? (10 minutes)

• Applause, Encore, Standing Ovation (3 hours)

Email me for these slides: [email protected]

mailto:[email protected]


Mobile Marketing Facts and Figures


Share these facts on Twitter by referencing @AskJamieTurner


• There are 6.8 billion people on the planet. 4.0 billion own a mobile phone. Only 3.5 billion own a toothbrush (Source: 60SecondMarketer.com)




• The growth rate of the iPhone was 10 times faster than the growth rate of AOL (Source: Nielsen)




• The growth rate of the iPhone was 10 times faster than the growth rate of AOL (Source: Nielsen)

• Gartner Group predicts that by 2013 the number one way people will access the internet will be through their mobile devices (Source: Gartner)



• Mobile coupons generate 10 times the redemption rate of traditional coupons (Source: Borrell Associates)




• Google has seen mobile searches grow by more than 400% over the past year (Source: Google)




• Google has seen mobile searches grow by more than 400% over the past year (Source: Google)

• Research indicates that if someone leaves home without their wallet, they keep going. If they leave without the mobile device, they turn around (Source: 60SecondMarketer.com)


How People Make Buying Decisions

What is the Purpose of Marketing?


Female Brain


Female Brain Male Brain

How Consumers Use Smartphones to Connect with Brands

How Consumers Use Smartphones

Source: The Mobile Movement Study

Check and send email (82%)Read news articles (56%)Look up directions (69%)Listen to music/radio (45%)Watch online videos (41%)Play online games (39%)Manage finances and bills (34%)Look up sports information (38%)Use a social networking website (63%)



Source: The Mobile Movement Study

0 25 50 75 100

Check and send email (82%)Read news articles (56%)Look up directions (69%)Listen to music/radio (45%)Watch online videos (41%)Play online games (39%)Manage finances and bills (34%)Look up sports information (38%)Use a social networking website (63%)


Age Segmentation of Those Using Mobile to Research Products In-Store

Source: ClickIQ and Internet Retailer

Age 18 to 29 (25%)Age 30 to 39 (26%)Age 40 to 49 (12%)Age 50 to 59 (6%)Over 60 (2%)




Age Segmentation of Those Using Mobile to Research Products In-Store


0

6

12

18

24

30

Age 18 to 29 (25%)Age 30 to 39 (26%)Age 40 to 49 (12%)Age 50 to 59 (6%)Over 60 (2%)





• 70% of all mobile searches are acted upon within an hour vs. 30% of all traditional searches (Source: Google)




• That said, 29% of consumers who use a smartphone to research a product while in a retail store end up purchasing the item online (Source: ClickIQ)





• This is called The Showroom Effect





• This is called The Showroom Effect

Hmmm. Now that I’ve found

Go Mobile in the bookstore, I think I’ll go

home and buy it online.


Retaining the Sale

• Best Buy: 35% of those that researched at Best Buy ended up purchasing at the Best Buy store, with another 14% purchasing at BestBuy.com. 21% purchased from Amazon.com. The rest did not purchase.

• Target: 29% of those that researched at Target ended up purchasing at Target, with another 8% purchasing at Target.com. 21% purchased at Amazon.com.

• WalMart: 26% of those that researched at Wal-Mart ended up purchasing at the Wal-Mart store, with another 10% purchasing at WalMart.com. 24% purchased at Amazon.com.


Download these slides at 60SecondMarketer.com/blog

How to Minimize the Showroom Effect

5 Ways to Keep Shoppers in Your Store

• Check-in Specials: Foursquare has 10 million users and, along with Facebook, provides instant check-in specials. No need to wait for someone to become “Mayor” for a special

• Other Location-Based Services include WHERE, SCVNGR, Loopt and others


• QR Codes: Add QR codes to select products that provide reviews, information and, most importantly, a deal!

• By targeting mobile users in this way, you provide a discount for people who might otherwise have bought online

• Non-mobile researchers still pay regular price, thereby minimizing the effect the discount has on revenues

QR Codes. They’re ugly, but effective.


• SMS Promotions: One of the best things about SMS is that you can provide strategically-timed offers to a very captive audience

• Deliver messages when new products arrive or provide discounts during hours of the day when traffic is slower


• Location-Based Banner Ads: User clicks an ad, which then uses geo-fencing to identify location and direct them to nearest store

Source: MobClix


• Publish Your Inventory: If you can’t lick ‘em, then join ‘em

• Make sure your inventory is available to mobile shoppers by publishing it to shopping aggregators like Google Merchant Center or ShopSavvy

5 Consumer Behavior Secrets

Secret #1: People Buy for Emotional Reasons Then Rationalize Their Purchase with Logic

Secret #2: As Much as 95% of a Consumer’s Thinking Occurs in the Subconscious Mind

The Brain and the Four “F”s

Pre-Frontal Cortex

Subcortical and Limbic Areas

Secret #3: Consumers Don’t Think in Words. In Fact, “Though” Neurons Light Up Before “Verbal” Neurons

How the Brain Works

How the Brain Works

Aoccdrnig to a rscheearch at Cmabrigde Uinervtisy, it deosn't mttaer what oredr the ltteers in a word are, the olny iprmoatnt tihng is taht the frist and lsat ltteer be in the rghit pclae. The rset can be a taotl mses and you can sitll raed it wouthit a porbelm.

Secret #4: The Secret to Increased Sales is to Understand Your Customer’s “Hidden Motivators”

Secret #5: Most Consumers Would Pay a 20% to 25% Premium for their Favorite Brand

Today, QR Codes. Tomorrow, Google Goggles

Neanderthal Exhibit

Jamie’s Neanderthal Exhibit Photo

Neanderthal Exhibit

Jamie’s Neanderthal Exhibit Photo

Jamie’s High School Yearbook Photo

Neanderthal Exhibit

Google Googles

Contact Me

To Download a Free Chapter:60SecondMarketer.com/GoMobileChapter

To Download this Presentation:[email protected]

Follow me here:60SecondMarketer.com/blog@AskJamieTurner

Contact me:[email protected]

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how consumers engage with mobile

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