"Engaging the Consumer On-The-Go" - Bricks & Mobile 2011 Chicago
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Engaging the On-the-Go Consumer Tim Hayden, CMO, 44Doors Scott Forshay, Director, Mobile Strategy, Morpheaus Media Tom Nawara, Vice President, Digital Strategy and Design, Acquity Group Suhail Pothigara, Manager, Mobile Development Program, Macys.com
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Presentation used in Chicago on 10/5/2011 for Bricks and Mobile 2011 (Thanks, Kelly!). "Engaging the Consumer On-the-Go" with Scott Forshay of Morpheus/CREATETHE GROUP, Tim Hayden of 44Doors, Tom Nawara of Acquity Group, and Suhail Pothigara of Macy's.
Transcript of "Engaging the Consumer On-The-Go" - Bricks & Mobile 2011 Chicago
Engaging the On-the-Go Consumer
Tim Hayden, CMO, 44Doors Scott Forshay, Director, Mobile Strategy, Morpheaus Media
Tom Nawara, Vice President, Digital Strategy and Design, Acquity Group Suhail Pothigara, Manager, Mobile Development Program, Macys.com
Scott ForshayDirector, Mobile Strategy
Morpheaus Media
Trend One: Connected Consumers are Consumers of Context
Trend Two: Intelligent Marketing is Now in the Moment.
Trend Three: The Mobile Medium Carries the Brand Narrative
Tom NawaraVice President, Digital Strategy and Design
Acquity Group
91 Top 5 independent digital agency – 2010 & 2011, Advertising Age
» One of the top five independent digital agencies in the country1
» Headquartered in Chicago with 12 offices globally
» Over 475 experienced business, design, marketing and technology professionals
» We have been a trusted partner to more than 600 clients on thousands of projects
Acquity Group is a leading
digital strategy, experience design, and
online technologyservices firm.
Tom NawaraVP, Digital Strategy & Design
[email protected]@tnawara
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The third screen is already the first screen>5.4BB mobile subscribers globally250MM in the US43% smartphones
Notable Statistics
30%[of consumers ages 25-44 considered a retailer’s mobile
competence a major factor when shopping] *
* IDC Insights, 2011
Notable Statistics
47%[of consumers have accessed customer reviews
in-store using their mobile device] *
* Shop.org Social Commerce Survey, September 2011
Notable Statistics
53%[of on-the-go shoppers will give you their location in
exchange for more relevant content] *
* JiWire Study, September 2011
Notable Statistics
56%[of people believe mobile can make
the shopping experience more enjoyable ] *
* Lightspeed Research, 2011
Suhail PothigaraManager, Mobile Development Program
Macys.com
Web Ads have been shrunk to fit in the mobile channel..
Web Banner
Mobile Banner
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..and they are not working
“48% to 60% of Mobile ads are accidentally hit”- Pontiflex Survey and others.
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Push NotificationsWeb Popups
The web popups have reappeared - just more annoying
SoLoMo + Mobile Sensors The new mobile advertising and engagement success factors
Web Engagement inputs:
• Search Keywords• Browsing history (cookies)• Shopping and purchase history• Social integration
Mobile Engagement inputs:
• SOcial network integration• Likes, Fan pages, Social buying
• LOcation - Real-time Awareness• (GPS + Cell tower)• Day parts + weather
• MObile App interactions• Return frequency• Product Research and Purchases
Main Areas of Opportunity
Gamification and rewardsIn-store purchase experience
• Rewarding key behaviors with Gift cards, coupons and other rewards.
• Store price and availability.• scanning barcodes and mobile coupons• Geo Fencing and Mobile Payments
Engaging the On-the-Go Consumer
Tim Hayden, CMO, 44Doors Scott Forshay, Director, Mobile Strategy, Morpheaus Media
Tom Nawara, Vice President, Digital Strategy and Design, Acquity Group Suhail Pothigara, Manager, Mobile Development Program, Macys.com
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