Presentation from panel at ad:tech San Francisco, April 2013, focusing on mobile marketing, merchandizing and CRM.

1. Moving on Mobile:
Understanding User Behavior and Taking
Advantage of New Paradigms
April 9, 2013
!
@noahelkin
nelkin@emarketer.com

2. We rely on mobile devices to get where
we’re going and find what we want
50% of US smartphone owners use location-based services

3. … to stay connected via social
channels …
61% of US mobile users will access social networks in 2013

4. … to shop and buy—both online and in
the physical world …
24% of retail ecommerce will come from mobile devices by 2016

5. … and to manage our workflow

6. Mobile is rapidly becoming a bigger
part of our day
• Time spent
with mobile is
growing at 14
times the
rate of the
desktop web
and 35 times
that of TV

7. Say goodbye to the traditional couch
potato …

8. … say hello to the multi-screen, cross-
platform consumer"
• Every key
consumer
activity now
takes place
across multiple
screens"
• Smart devices
are at the
center of this
multitasking

9. One result: Circuitous has become the
new linear in commerce

10. Look at the confluence of activity and
daypart when reaching your audience"

11. Consider how mobile ads drive action
• The display-
search
relationship
works similarly in
a mobile context
• Note that
smartphones and
tablets have
increasingly
distinct usage
patterns

12. Also pay attention to location, channel
and intent
• A lot of mobile
search activity
is designed to
qualify future
purchases, not
satisfy
immediate
needs

13. Advertise locally for consumers that
shop globally
• Take
advantage of
the unique
attributes of
mobile,
including:
– Location
targeting
– Highly
personalized
ads

14. In-store shoppers are more receptive to
ads

15. The smartphone-equipped, socially
connected shopper is here to stay
• Showrooming gained
momentum in 2012;
don’t expect the tide
to turn in 2013
• Marketers stand a
good chance of
keeping purchases in-
store: 46% of
“showroomers” buy
where they search
(Pew, Jan. 2013)

16. A smart mobile strategy uses accessible
channels to improve the human experience
People first, technology second

17. Focus on solving consumer pain points
and achieving brand goals
Be accessible and relevant at key decision-making moments

18. Work on connecting the dots between
the digital and physical worlds
Help ecommerce become “everywhere commerce”

19. Thank You
Contact:
!
@noahelkin
nelkin@emarketer.com
linkedin.com/in/noahelkin