Se ha denunciado esta presentación.
Utilizamos tu perfil de LinkedIn y tus datos de actividad para personalizar los anuncios y mostrarte publicidad más relevante. Puedes cambiar tus preferencias de publicidad en cualquier momento.

Stiki at Electronic Retailing Association February 2016

Keynote presentation by Robin Shapiro, Founder and CEO of Stiki, LLC at the Electronic Retailing Association, February 2016 "Great Ideas Summit" in Orlando, Florida.

  • Sé el primero en comentar

  • Sé el primero en recomendar esto

Stiki at Electronic Retailing Association February 2016

  1. 1. Ring in the New
  2. 2. Engaging Consumers in the Smart Phone Age Robin Shapiro CEO, GetStiki.com Electronic Retailing Association Orlando, Florida February 23,2016
  3. 3. 2.0In the Beginning…
  4. 4. 2.0…there was the TV and the corded home telephone.
  5. 5. 2.0The epoch of Direct Response 1.0
  6. 6. 2.0It was simple.
  7. 7. 2.0And it was good.
  8. 8. 2.0A familiar on-screen call to action
  9. 9. 2.0Call Now (800) 245-4563
  10. 10. 2.0The ad men were happy.
  11. 11. Call Now (800) 123-4567
  12. 12. But even then, visionaries imagined a mobile-optimized future.
  13. 13. 2.0
  14. 14. 2.01.0
  15. 15. By the late 1980s, Gordon Gekko would have his Motorola “Brick.”
  16. 16. But it would take 20 more years before this would happen…
  17. 17. Now, mobile phones are virtually universal. ! 
  18. 18. Affordable. Versatile. Compact. Always at hand. ! 
  19. 19. Affordable. Versatile. Compact. Always at hand. Away and at home. ! 
  20. 20. And most of the time, these devices are NOT used as “phones.” ! 
  21. 21. We use our mobile devices to get news updates and sports scores. Check weather forecasts. ! 
  22. 22. Buy concert tickets, watch online videos, chat with friends, listen to the radio, and flirt with strangers.
  23. 23. Skype with grandchildren, place bets, bank, buy groceries and jewelry and homes. Swap recipes and clip coupons. ! 
  24. 24. Email. Text. Twitter. Post to Facebook. Web surf. Download. Upload. Store boarding passes and concert tickets. Track fitness and count calories. ! 
  25. 25. Look at some recent numbers.
  26. 26. In the past few years, mobile web traffic has exploded.
  27. 27. Traffic Further information regarding this statistic can be found on page 63. 15 % of web traffic served to mobile (2009-2016) Share of mobile phone website traffic worldwide 2016 Note: Worldwide; 2009 to 2016 Source: We Are Social; StatCounter; ID 241462 0.7% 2.9% 6.1% 10.9% 17% 28.9% 33.4% 38.6% 0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% 40.0% 45.0% 2009 2010 2011 2012 2013 2014 2015 2016* Shareoftraffic
  28. 28. And the trend is expected to continue.
  29. 29. Traffic Further information regarding this statistic can be found on page 64. 16 “Mobile” Traffic Will Keep Growing Global mobile data traffic 2015-2020 Note: Worldwide; 2015 Source: Cisco Systems; ID 271405 3.7 6.2 9.9 14.9 21.7 30.6 0 5 10 15 20 25 30 35 2015 2016* 2017* 2018* 2019* 2020 Trafficinexabytespermonth
  30. 30. We’re talking about huge numbers of people.
  31. 31. Mobile apps Further information regarding this statistic can be found on page 74. 27 Mobile apps by monthly US visitors (millions) (6-2015) Leading mobile apps in the United States 2015, ranked by unique visitors Note: United States; June 2015; 18 years and older Source: comScore; ID 250862 125.73 98.93 95.67 81.09 77.39 76.47 74.22 67.9 63.06 49.7 49.35 46.4 43.69 41.35 40.85 0 20 40 60 80 100 120 140 Facebook YouTube Facebook Messenger Google Search Google Play Google Maps Pandora Radio Gmail Instagram Apple Music Apple Maps Yahoo Stocks Amazon Mobile Twitter Pinterest Total unique visitors in millions
  32. 32. And enormous sums spent on e-commerce using mobile phones.
  33. 33. Mobile commerce Further information regarding this statistic can be found on page 96. 52 Mobile retail commerce sales in the United States (in billion U.S. dollars) Actual and Projected. U.S. mobile retail commerce revenue 2013-2019 Note: United States; 2013 to 2015 Source: eMarketer; ID 249855 41.71 56.67 74.93 96.22 112.28 130.12 149.79 0 20 40 60 80 100 120 140 160 2013 2014 2015 2016* 2017* 2018* 2019* RevenueinbillionU.S.dollars
  34. 34. While younger people spend more time on mobile devices, soon most consumers will spend two or more hours daily on mobile devices.
  35. 35. Usage Further information regarding this statistic can be found on page 57. 7 Average daily hours spent online via mobile internet in 2015, by age group. Daily time spent online via mobile 2015, by age group Note: Worldwide; 2015; 16 to 64 years Source: GlobalWebIndex; ID 428425 3.26 2.69 1.82 1.07 0.58 0 0.5 1 1.5 2 2.5 3 3.5 16-24 25-34 35-44 45-54 55-64 Dailymobiletimeinhours
  36. 36. This mobile revolution is not merely “disruptive.”
  37. 37. It is a tsunami.
  38. 38. So how do we exploit this new tool and not be swept away by it?
  39. 39. Initially, I thought that slapping a URL into my TV ads would allow the audience to find me “on the web.”
  40. 40. Later, we realized that was a hugely expensive mistake. I’ll explain why in a few minutes.
  41. 41. This chart showing the explosive growth in mobile “paid search” expense should be a hint.
  42. 42. Advertising spending Further information regarding this statistic can be found on page 113. 61 Share of mobile in digital search advertising spending in the United States from 2013 to 2018 Mobile share of U.S.digital search advertising spending 2013-2018 Note: United States; includes ad spending on search engines, search applications and carrier portals, ad spending on tablet is included; includes contextual text links, paid inclusion, paid listings (paid search) and SEO Source: eMarketer; ID 374024 24.7% 38.1% 50.1% 62.9% 70.5% 76.7% 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0% 2013 2014 2015* 2016* 2017* 2018* Share
  43. 43. Let’s talk about my own misplaced response to the challenge of the mobile web.
  44. 44. 2.0 Call Now (800) 245-4563 15DayWeightLoss.com
  45. 45. Direct Response 1.0 – but with a URL slapped on.
  46. 46. Or in fairness, something like this:
  47. 47. Call Now (800) PAY-LESS (800) 222-2222 Call Now www.ford.com/certified-used Direct Response 2.0
  48. 48. In substance, we kept the toll free number, but added a URL for those who might search the web.
  49. 49. My ads might as well have said --
  50. 50. Call Now (800) PAY-LESS If you’re interested in what I’m showing you here, try to remember and accurately thumb-type our 25 Digit URL Direct Response 2.0
  51. 51. Call Now (800) PAY-LESS If you can manage that, look at your phone and see that your browser is showing you my competitors. Direct Response 2.0
  52. 52. Call Now (800) PAY-LESS Unless I’ve forked over a bushel of money to Google, hoping they will show my listing ahead of my competitors. Direct Response 2.0
  53. 53. Call Now (800) PAY-LESS I’m so glad I spent money on this ad and the TV time just to send my best prospects wandering through an online mall. Direct Response 2.0
  54. 54. So what’s the alternative?
  55. 55. Call Now (800) PAY-LESS Direct Response Call to Action Mobile Optimized Direct Response 3.0
  56. 56. Consumer Initiated SMS Texting.
  57. 57. Why Texting? .
  58. 58. Texting . Ubiquitous
  59. 59. Texting . Ubiquitous Easy
  60. 60. Texting . Ubiquitous Easy Instant
  61. 61. Texting . Ubiquitous Easy Instant Casual
  62. 62. Texting . Ubiquitous Easy Instant Casual Discreet
  63. 63. Texting . Ubiquitous Easy Instant Casual Discreet Engaging
  64. 64. Ubiquitous .
  65. 65. Ubiquitous Everybody texts. .
  66. 66. Ubiquitous Everybody texts. Everywhere. .
  67. 67. Ubiquitous Everybody texts. Everywhere. All the time. .
  68. 68. Easy
  69. 69. Easy Everyone knows how. .
  70. 70. Easy Everyone knows how. No downloads. .
  71. 71. Easy Everyone knows how. No downloads needed. No apps. .
  72. 72. Instant .
  73. 73. . Instant No time for a call? .
  74. 74. Instant No time for a call? Can’t talk now? .
  75. 75. Instant No time for a call? Can’t talk now? Busy people text.
  76. 76. Casual .
  77. 77. Casual . A “low-anxiety medium.”
  78. 78. Casual . Low-anxiety medium. Users text even when interest is tentative and preliminary.
  79. 79. Discreet
  80. 80. . Discreet
  81. 81. Consumers hesitate to call when others are near; but a text is never overheard. . Discreet
  82. 82. Engaging . .
  83. 83. Engaging . .
  84. 84. Engaging . Reply instantly with touch-to- call phone numbers, links to websites, coupons, games, contest entries or price-drop alerts. Direct to users phones. .
  85. 85. Natural .
  86. 86. Natural . .
  87. 87. Natural . . It is what your audience is already doing while they listen or watch.
  88. 88. Real Examples
  89. 89. “Ring of Honor” Wrestling
  90. 90. Bill Cunningham Syndicated TV
  91. 91. Promo for Tribune’s DigiNet
  92. 92. Texting as a Direct Response Channel .
  93. 93. Low cost to test . Just change “super” and voiceover for A/B test.
  94. 94. Call Now (800) PAY-LESS Then compare costs and results
  95. 95. Call Now (800) PAY-LESS (800) 222-2222 Call Now www.ford.com/certified-used Direct Response 2.0
  96. 96. Call Now (800) PAY-LESS FORD to TODAY (86329)txt Direct Response 3.0 (800) 222-2222 Call or Text Now
  97. 97. Call Now (800) PAY-LESS Try it Now
  98. 98. Call Now (800) PAY-LESS FORD to TODAY (86329)txt Text
  99. 99. TODAY FORD To: TODAY FORD
  100. 100. 86329 FORD To: TODAY FORD
  101. 101. Call Now (800) PAY-LESS Here’s an Example of Using a Game to Deliver a Coupon
  102. 102. Call Now (800) PAY-LESS DONUT to TODAY (86329)txt Text
  103. 103. TODAY DONUT To: TODAY DONUTFO RD
  104. 104. 86329 DONUT To: TODAY FORD
  105. 105. Call Now (800) PAY-LESS Using Texting to “Own” a Category and Point Shoppers to a Nearby Store
  106. 106. Call Now (800) PAY-LESS Drugstore to TODAY (86329)txt Text
  107. 107. TODAY Drugstore To: TODAY Drugstore
  108. 108. Cool Engaging Cost-Effective
  109. 109. So why isn’t texting used more often as a direct response channel in the USA?.
  110. 110. TCPA rules were unsettled.
  111. 111. TCPA rules were unsettled. It can be difficult to remember a 6 digit texting short-code.
  112. 112. TCPA rules were unsettled. It can be difficult to remember a 6 digit texting short-code. A proprietary short code is expensive to set-up and support.
  113. 113. What’s changed?
  114. 114. TCPA rules clarified. Easy-recall shared short-codes. Cheap set-up and support What’s changed?
  115. 115. TCPA rules clarified Easy-recall shared short-codes Cheap set-up and support What’s changed?
  116. 116. TCPA rules clarified Easy-recall shared short-code. Cheap set-up and support by sharing easy-recall short-code. What’s changed?
  117. 117. Conclusion .
  118. 118. Mobile Dominates Some may still use the desktop in the den or the land-line in the kitchen; but when ready to take action, most consumers will grab the phone that’s in their pocket or at their side.
  119. 119. URLs work well inside digital media – where a finger pressed to a mobile screen whisks a prospect from online ad to landing page. Legacy media is different. There’s no one-touch connection from the ad seen on TV directly to a website.
  120. 120. The best tool to bridge the gap between legacy media and online commerce is the ubiquitous mobile phone.
  121. 121. By using a URL in their call-to- action, marketers inadvertently drive an untold number of prospects into the welcoming arms of their competition.
  122. 122. Text response eliminates the potential for distraction or diversion which inevitably comes whenever a consumer is asked to type ANYTHING into a mobile web browser.
  123. 123. Ever since stores were invented, marketers have known one simple thing: if a prospect wants to visit your store, don’t point them in the general direction of a nearby marketplace. Take them by the hand and lead them directly into your store – preferably right to the item they seek.
  124. 124. Properly utilized, consumer-initiated texting technology will take your prospects directly to the cash register.  
  125. 125. Txt ERA to TODAY (86329) For a PDF of this presentation sent to your phone
  126. 126. Robin Shapiro CEO, GetStiki.com txt Robin to TODAY (86329)

    Sé el primero en comentar

    Inicia sesión para ver los comentarios

Keynote presentation by Robin Shapiro, Founder and CEO of Stiki, LLC at the Electronic Retailing Association, February 2016 "Great Ideas Summit" in Orlando, Florida.

Vistas

Total de vistas

472

En Slideshare

0

De embebidos

0

Número de embebidos

81

Acciones

Descargas

5

Compartidos

0

Comentarios

0

Me gusta

0

×