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Enhancing Brand Engagement in the Mobile Shopper's Impulse Economy

Learn how to connect with consumers through mobile engagement strategies, leveraging the power of mobile marketing to drive brand awareness, favorability, and purchase intent across different sectors. Discover key insights and case studies to optimize mobile campaigns and boost conversion rates.

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Enhancing Brand Engagement in the Mobile Shopper's Impulse Economy

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  1. Click2K’Ching The Mobile Shopper & The Impulse Economy

  2. new message: new message: Tie mobile to basket need to tie the consumer’s mobile number to the basket Thanks for your entry. If you wish to join VIP club and receive deal alerts, reply VIP. experience

  3. new message: new message: Tie mobile to product need to tie the consumer’s mobile number to the product Thanks for your entry. If you wish to join XBOX VIP club and receive 7/11 XBOX deal alerts, reply VIP. experience

  4. Mobile Online VS. Campaign Effectiveness Brand Metric Deltas Mobile vs. Online November 2007 - December 2009 20% Mobile Norms Online Norms 15% 14% 15% 12% 10% 9% 10% 9% 6% 5% 3% 3% 2% 2% 2% 0% Unaided Awareness Aided Awareness Ad Awareness Message Brand Favorability Purchase Intent Association Delta: Exposed - Control

  5. Mobile Portable (immobile?) VS.

  6. Store Other VS. Store82% Doctor’s office55% Sporting event36% Movie Theatre17% In plane 14% In church7%

  7. Reach & Frequency VS. Bells & Whistles

  8. Messaging growing . . . Text Interaction With Brands Is Increasing • 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 Weather and Sports alerts are most popular; Radio Stations & Music Groups popular with 18-24 yr olds

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

  10. new message: new message: m-Media m-Mouse (publish) (activate) VS. 2LMJCXFC7C

  11. Five is the magic # . . . HTML5 and the super app App Store Downloading Behavior – By Age 09, iPhone Owners Source: Mobile Media Insights survey

  12. Campaign Channel (date stamp) (on going) VS.

  13. Promotion Sales (TXT2Win) (PIN on Product) VS.

  14. Vertical Horizontal (in-channel) (cross-channel) VS. • Mobile is a horizontal buy that adds value to your vertical PUSH • Activate traditional publishing mediums • Create a permission-based 2-way channel • Help the brand bridge to POS, WEB, CRM programs . . .

  15. Shrink ReThink (form) (function) VS.

  16. Find me Find myself (big brother) (lo so) VS.

  17. Thoughtful $ Impulse $ VS.

  18. Example Media Activation (cross channel) MOBILE-ACTIVATED MEDIA CHANNELS AUDIENCE ACTIONS RESPONSE 2,754,036 53,4411.94% Rams 528,000 9400 1.78% Pats 412536 3041 0.74% Heat 176,000 9,950 5.65% Cowboys 80,000 2,317 2.90% Cardinals 1,280,000 17,214 1.34% Stars 277,500 11,519 4.15%

  19. Good numbers in any ledger 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)

  20. Example Conversion • In recent A B testing with large retail D2C digital opt-in database: • Email 8% conversion • Mobile 20% conversion

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

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

  23. Keep the conversation going while out-of-store with interactive information and content. Drive  Store traffic  Web traffic  Just-in-Time Deals  Trial

  24. Put a “M” in front! • mobile coupons • mobile EPP • mobile rebates • mobile flyer subscription • mobile shelf talkers • mobile PoS • mobile commerce

  25. Two resources . . . www.m-e-f.org Linkedin: MEF MOBILE COMMERCE www.iab.net Linkedin: IAB MOBILE

  26. Thank you Linked In: IAB MOBILE Linked In: MEF MOBILE COMMERCE gary@impactmobile.com

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