Dilemma of pervasive connectivity
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Transcript of Dilemma of pervasive connectivity
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The dilemmaof pervasive connectivity
IMMAPAugust 2011
Barney Loehnis@barneylo
Head of Digital, Ogilvy Asia PacificChairman, Asia Pacific, MMA
Monday, 29 August 2011Without apology I want to gaze into the future to help inform us here in the Philippines of what we need to do now to be best preparedLast time I was in Philippines this year I talked about the 6 opportunities to leverage mobile across communications - 6 ways that marketers could use the power of the mobile device to help engage consumersI started off by talking about the the last dawn of the digital revolution...... and about the beginning of the new revolution -one of Augmented Humanity
today I want to talk about something slightly different. I want to start off with our consumerWe know that the consumer is ahead of agencies and clients in terms of their behaviors and use of technologythis latest shift, this new dawn of augmented humanity is fascinating and has deep implications for building brands
this is a primarily mobile story. but make no mistake all content is now digital, all digital now social and all content, digital and social is now mobile
The dilemma of pervasive connectivity is this
1. weʼve been willing this to happen for years, but it only makes our life more complicated2. Pervasive connectivity was something that was meant to make us smart, but it might just be make us dumb3. If you never start the race you cannot win. If you start you cannot stop. Do not go into this aiming to experiment, go into aiming to win. But accept some some of your efforts will end up as experiments to a future success.
The consumer is more dangerous than ever. Armed with a little bit of knowledge that can easily disarm an unsuspecting sales assistant and start bullying store managers!Tweet power is like a grenade that they can lob into the social space and let it rip some havoc
The only way for brands to retain control is to take control of th customer experience and enable it in the mobile space. BEcause it is here when our consumers are most vulnerable themselves to brilliantly crafted communications and utilities that marketers conjure up
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Augmented Humanity
Pervasive Connectivity
Mobile First
Monday, 29 August 2011this is the end of the digital revolution We are now in an era where all the potential of digital and mobile that we dreamed of 20 years ago is now a reality.Pervasively connected. Digital delivering an augmented reality to physical real life experiencesThink about the mobile platform as the primary platform for development
ALSO - need to move away from using mobile as a tactical add-on. We need to use mobile as a strategic opportunity to develop and omnipresence for the brand
Mobile is the narrative “thread” of communications
Monday, 29 August 2011The “red thread” in Zhang XiaoGang’s series “Bloodlines” always struck me as performing the same function for his paintings as Mobile does for brands.
It creates a bloodline between the people portrayed. An intimate connection to people that are relatedIt provides connectedness from one moment to the next - for me a sort of connectedness between emotional connectionsIt represents that people are never out of touch, that there needs to be some bridging from one moment to the next.It implies that what we are looking at, is simply one of a multiple series of engagements, connected by the red thread. the thread is a device that transcends moments, and acts as a continual connection.Actually, this stands not only as a metaphor for mobile, but as a metaphor for digital communications.Mobile must be seen as a strategic thread that plays through and across all brand communications and touch points, and not simply as a tactical instance.
I want to introduce the idea of a mobile platform. A platform in this sense is a way to connect one brand experience to another. It could be an app, or a web site, or a phone, or a prepay card. It is the “red thread” on which we can hang campaigns and communications. It a platform that can serve multiple communications, and help bring them together as a coherent whole to consumers.
Desktop Internet Users
Mobile Internet Users
by
2014More people will access the internet via a mobile device than a PC
Source: Morgan Stanley Research
Monday, 29 August 2011
59% in INdia44% in indonesia30% in China
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Monday, 29 August 2011End of boredom.. something really game changing... farmers in mid west... OFW’s, taxi drivers in durban.. thugs in london ...
Mobile is used to ill time. What effect is that having on society? Is it healthy? Do you ever think about the time spent building relationships between co-workers and friends, which is now spent head down in the mobile phone?
There is a real need for brands to deeply understand consumer’s behaviour when using the mobile device. How is it supporting, accelerating or acting as a deterrent to SALES?
Monday, 29 August 2011This is ANGRY BLACK MAN. A famous vLogger from the US who creates videos about brands and things that make him angry.
Any brand is vulnerable to the ABM, particularly Fast Food chains, and in this example McDonalds. His videos have huge numbers of subscribers, and many millions of page views.
it represents to me the task that many brands have of managing their reputation. The all powerful consumers - whether they are right or wrong - can have a huge impact on other people's POV on a brand. Brands need to be mindful of how to use the mobile device to their advantage and ho to protect themselves against more malicious activities on social media and other web sites.
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How do mobile devices impact shopping?
Monday, 29 August 2011
Tesco
Monday, 29 August 2011
Source: OgilvyOne Study, U.S., U.K., Singapore. Sample size=1,500.
Innovators5% 15% 20%30% 30%
OpinionLeaders
EarlyMajority
LateMajority
Laggards
When will the chasm be crossed?
Trusted?Learned?Needed?Simplifying?
WTF will I make some money from my mobile expertise?
Monday, 29 August 2011
HOT DATA FROM
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85% 55% 24%
40% among smartphone owners
9% 4%
InnovatorsLate
MajorityEarly
MajorityOpinionLeaders Laggards
SEARCHED GOOGLE FROM PHONE TO GET INFORMATION ON A PRODUCT
Source: OgilvyOne and OgilvyAction Global Mobile Retail Study, March 2011, n=1,500, United States, United Kingdom, Singapore
United Kingdom
Singapore
84% 83% 69%
75% among smartphone owners
54% 20%
InnovatorsLate
MajorityEarly
MajorityOpinionLeaders Laggards
SEARCHED GOOGLE FROM PHONE TO GET INFORMATION ON A PRODUCT
Source: OgilvyOne and OgilvyAction Global Mobile Retail Study, March 2011, n=1,500, United States, United Kingdom, Singapore
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85% 55% 24%
40% among smartphone owners
9% 4%
InnovatorsLate
MajorityEarly
MajorityOpinionLeaders Laggards
SEARCHED GOOGLE FROM PHONE TO GET INFORMATION ON A PRODUCT
Source: OgilvyOne and OgilvyAction Global Mobile Retail Study, March 2011, n=1,500, United States, United Kingdom, Singapore
United Kingdom
Singapore
84% 83% 69%
75% among smartphone owners
54% 20%
InnovatorsLate
MajorityEarly
MajorityOpinionLeaders Laggards
SEARCHED GOOGLE FROM PHONE TO GET INFORMATION ON A PRODUCT
Source: OgilvyOne and OgilvyAction Global Mobile Retail Study, March 2011, n=1,500, United States, United Kingdom, Singapore
Q: SEARCHED GOOGLE FROM PHONE TO GET INFORMATION ON A PRODUCT?
Monday, 29 August 2011
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67% 40% 13%
18% among smartphone owners
5% 0%
InnovatorsLate
MajorityEarly
MajorityOpinionLeaders Laggards
SCANNED A BAR CODE OR QR CODE WITH MOBILE PHONE
Source: OgilvyOne and OgilvyAction Global Mobile Retail Study, March 2011, n=1,500, United States, United Kingdom, Singapore
United Kingdom
61% 37% 33%
62% among smartphone owners
6% 0%
InnovatorsLate
MajorityEarly
MajorityOpinionLeaders Laggards
SCANNED A BAR CODE OR QR CODE WITH MOBILE PHONE
Source: OgilvyOne and OgilvyAction Global Mobile Retail Study, March 2011, n=1,500, United States, United Kingdom, Singapore
Singapore
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Similarly, 77% of Innovators used a mobile device to scan a QR code or bar code while shopping. Nineteen percent of the Early Majority has also adopted this behavior (40% of the smartphone set). Once again, the numbers are broadly similar for the U.K., but Singapore, where QR penetration is higher, shows a higher proportion of this
behavior among smartphone users.
77% 38% 19%
40% among smartphone owners
3% 0%
InnovatorsLate
MajorityEarly
MajorityOpinionLeaders Laggards
SCANNED A BAR CODE OR QR CODE WITH MOBILE PHONE
Source: OgilvyOne and OgilvyAction Global Mobile Retail Study, March 2011, n=1,500, United States, United Kingdom, Singapore
United States
!e adoption of commerce on the mobile is much quicker than people had anticipated.
"#$%& '()'*(+Managing Director, O2 Media
Q: SCANNED A BAR CODE OR QR CODE WITH MOBILE PHONE?
Monday, 29 August 2011
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90% 69% 76% 69% 50%
InnovatorsLate
MajorityEarly
MajorityOpinionLeaders Laggards
LOOKED AT A PRODUCT IN-STORE AND ORDERED FROM PHONE IMMEDIATELY
LOOKED AT A PRODUCT IN-STORE AND THEN ORDERED IT ONLINE
64% 27% 14% 7% 3%
Source: OgilvyOne and OgilvyAction Global Mobile Retail Study, March 2011, n=1,500, United States, United Kingdom, Singapore
United Kingdom
83% 69% 59% 47% 34%
InnovatorsLate
MajorityEarly
MajorityOpinionLeaders Laggards
LOOKED AT A PRODUCT IN-STORE AND ORDERED FROM PHONE IMMEDIATELY
LOOKED AT A PRODUCT IN-STORE AND THEN ORDERED IT ONLINE
67% 51% 27% 15% 0%
Source: OgilvyOne and OgilvyAction Global Mobile Retail Study, March 2011, n=1,500, United States, United Kingdom, Singapore
Singapore
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90% 69% 76% 69% 50%
InnovatorsLate
MajorityEarly
MajorityOpinionLeaders Laggards
LOOKED AT A PRODUCT IN-STORE AND ORDERED FROM PHONE IMMEDIATELY
LOOKED AT A PRODUCT IN-STORE AND THEN ORDERED IT ONLINE
64% 27% 14% 7% 3%
Source: OgilvyOne and OgilvyAction Global Mobile Retail Study, March 2011, n=1,500, United States, United Kingdom, Singapore
United Kingdom
83% 69% 59% 47% 34%
InnovatorsLate
MajorityEarly
MajorityOpinionLeaders Laggards
LOOKED AT A PRODUCT IN-STORE AND ORDERED FROM PHONE IMMEDIATELY
LOOKED AT A PRODUCT IN-STORE AND THEN ORDERED IT ONLINE
67% 51% 27% 15% 0%
Source: OgilvyOne and OgilvyAction Global Mobile Retail Study, March 2011, n=1,500, United States, United Kingdom, Singapore
Singapore
Q: LOOKED AT A PRODUCT IN-STORE AND WENT ONLINE OR ORDERED FROM PHONE?
Monday, 29 August 2011
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68% 35% 35% 26% 17%
InnovatorsLate
MajorityEarly
MajorityOpinionLeaders Laggards
ASKED A RETAIL STORE TO MATCH PRICE BY SHOWING COMPETITOR’S PRICE ON PHONE
ASKED A RETAIL STORE TO MATCH PRICE BY SHOWING A PRINTOUT OF COMPETITOR’S PRICE
60% 32% 16% 10% 3%
Source: OgilvyOne and OgilvyAction Global Mobile Retail Study, March 2011, n=1,500, United States, United Kingdom, Singapore
United Kingdom
62% 50% 35% 12% 3%
InnovatorsLate
MajorityEarly
MajorityOpinionLeaders Laggards
ASKED A RETAIL STORE TO MATCH PRICE BY SHOWING COMPETITOR’S PRICE ON PHONE
ASK A RETAIL STORE TO MATCH PRICE BY SHOWING A PRINTOUT OF COMPETITOR’S PRICE
58% 44% 29% 6% 3%
Source: OgilvyOne and OgilvyAction Global Mobile Retail Study, March 2011, n=1,500, United States, United Kingdom, Singapore
Singapore
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Similarly, both Innovators and the Early Majority ask stores to price-match based on a web printout, but Innovators ask stores to price-match based on information displayed on a phone much more often than do the Early Majority. !e spread between the Innovators’ behavior and the Early Majority’s behavior makes clear that this area is about to grow tremendously.
79% 55% 45% 30% 24%
InnovatorsLate
MajorityEarly
MajorityOpinionLeaders Laggards
ASKED A RETAIL STORE TO MATCH PRICE BY SHOWING COMPETITOR’S PRICE ON PHONE
ASKED A RETAIL STORE TO MATCH PRICE BY SHOWING A PRINTOUT OF COMPETITOR’S PRICE
71% 28% 12% 10% 8%
Source: OgilvyOne and OgilvyAction Global Mobile Retail Study, March 2011, n=1,500, United States, United Kingdom, Singapore
United States
Probably 30 to 40 percent of smartphone users are doing a lot of comparison shopping, particularly for hard goods, electronics, toys — things that are easily categorizable. You’re not seeing as much for apparel or groceries, which are much more frequent purchases.
"#$%&"' %()*Senior Product Manager
Mobile Commerce, Google
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68% 35% 35% 26% 17%
InnovatorsLate
MajorityEarly
MajorityOpinionLeaders Laggards
ASKED A RETAIL STORE TO MATCH PRICE BY SHOWING COMPETITOR’S PRICE ON PHONE
ASKED A RETAIL STORE TO MATCH PRICE BY SHOWING A PRINTOUT OF COMPETITOR’S PRICE
60% 32% 16% 10% 3%
Source: OgilvyOne and OgilvyAction Global Mobile Retail Study, March 2011, n=1,500, United States, United Kingdom, Singapore
United Kingdom
62% 50% 35% 12% 3%
InnovatorsLate
MajorityEarly
MajorityOpinionLeaders Laggards
ASKED A RETAIL STORE TO MATCH PRICE BY SHOWING COMPETITOR’S PRICE ON PHONE
ASK A RETAIL STORE TO MATCH PRICE BY SHOWING A PRINTOUT OF COMPETITOR’S PRICE
58% 44% 29% 6% 3%
Source: OgilvyOne and OgilvyAction Global Mobile Retail Study, March 2011, n=1,500, United States, United Kingdom, Singapore
Singapore
Q: ASKED A RETAIL STORE TO MATCH PRICE VIA PRINTOUT OR PHONE?
Monday, 29 August 2011
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“Customers are tired of bargain hunting, tired of having to give the emotional benefits of purchasing away.”
seth farbman Chief Marketing Officer, Gap
Monday, 29 August 2011
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INTERVIEWS
Monday, 29 August 2011
Old Marketplace Rules, New Shopper Tools
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What is the Shopper Journey?
Monday, 29 August 2011
Mobile Shopping Journey
Plan
Planning the purchases
In-StoreBetter decisions regarding prices and characteristics of the products
Research - On the
Go
Use of mobile to research and location services
ConsumeExtend the value of products
Share Sharing opinions
about the experience
Can Control Can Influence Can Monitor
Monday, 29 August 2011
The Shopping Journey - Planning
57% who used a mobile coupon would not have bought the item*36% of customers would like to receive grocery coupons on the smartphones*
*source: Juniper Research
Plan
*source: Juniper Research
Monday, 29 August 2011
Shopping listEpicurious
A plethora of services available
Google Product Search
Scoutmob App
On-the-go
The Shopping Journey - Research
Monday, 29 August 2011
On average, 27% of all Yelp searches come from their iPhone App. In May 2010 over half a million calls were made to local businesses directly from the Yelp iPhone App and nearly one million people generated point-to-point directions to a local business from their Yelp iPhone App in the same period where Yelp for iPhone has had over 1.4 million visitors.
Google is once again trying to change the way we use the internet to shop for products, with a new tool that searches local inventories. This isn't the Google Maps Store View we heard about earlier, but an extension to Google Product Search. When logging on to Google from a mobile, location aware device, Product Search can use that data to query stores in the area and check if the products the consumer is interested in buying are in stock or not.
And of course there are apps to push users information on special deals and opportunities. TheDealMap application serves up an interactive map that shows users sales and promotions near where they are shopping. The app offers a variety of filters to customise the types of deals users want to see, such as restaurants, kid-oriented promotions or shopping.
Shopkick is an application that uses an innovative technology - they work with the retail stores to install an in-store hardware that consists of a box emitting a special-pitch sound that's inaudible to humans but that your phone can hear. This allows for the consumer - which does not even notice any difference and does not need to install or configure any features - to be surprised when they walk inside the store.
A more classic approach to this problematic is to serve consumers with real-time location-based coupons, which serve the same purpose and may be simpler for retailers to instal. Woot, the online coupons system, developed Scoutmob - the mobile version of Woot, but reaching a much wider scale of retailers due to the local nature of the service.
InStore
Google Product Search TheFind
Scan/Compare/Buy
The Shopping Journey - In-StoreBarcode scanning usage indicators
Nutritional Info comes 3rd in click-through ratesGroceries and Personal Care lead the charge
What types of goods users scan, and what for:
Monday, 29 August 2011
Numerous possibilities - little data
The Shopping Journey - ConsumeConsum
e
Extend theProduct
Subway, iPhone AppNespressoUsage - Hack
Brand Platforms
Monday, 29 August 2011
From twits to video review
The Shopping Journey - Share
Twitteron Kitkat
Video ConsumerReviews
Deisel Storecam / Facebook
StatusUpdates
Share
Monday, 29 August 2011
- 53% of people on Twitter recommend companies and/or products in their Tweets (ROI Research for Performance, June 2010) - 40% of all tweets are made from mobile devices according its CEO Dick Costolo revealed at AllThingsD event at CES.
- Mobile devices are used by 32% of consumers to browse or research products or services at least once a month (ATG, March 2010)
- 64% of respondents who had watched a user-generated video review, and more than three-quarters of that group said it helped them make a purchase decision—either for or against a product or brand. (ATG, March 2010)
- 81.3% listed the ability to see the product in action as their favourite thing about video reviews. (Internet Retailer, June 2010)
- YouTube is now serving over 200 million video views per day to mobile devices (YouTube, Jan 2011)
Subhead
A digital retail experience
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Monday, 29 August 2011
Isob
ar
1. Shoppers are on a constant journey - deliver throughout 2. Location! Influence preference & trigger purchase3. Warning: shoppers come armed. Give transparency they crave4. Shoppers want value beyond promotions.5. Data delivers context and intent. 6. Empower your staff to augment mobile experiences.7. Keep focus. Collaborate with innovators: serve the mass 8. Earn the intimacy of the device.
My eight areas of further exploration....
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Thank you.
For a copy of Ogilvy’s research on Mobile Shoppers:
@barneylo
Questions?
Monday, 29 August 2011