Embed Size (px)
Citation preview
Mobile@Ogilvy
2
Forconsumersandorganiza0onsitisnotaboutmobiledevices,butaboutnewways
toaccessinforma,on,engageinconversa,onandinteractwithbrands,
servicesandtheirenvironment.
ForOgilvy,Mobileacceleratesourprograms,campaignsandpla;ormsbyaugmen0ngitwithu,lity,immediacyandcontextuality.
Mobile@Ogilvy
TheMobileShopper‐FromArmedtoCharmedMar0nLange,OgilvyOneNYC
4
5Source: Google Research
MobileChangesShoppingBehavior
6
“InaDecembersurveyconductedfortheNRF,about11percentofshopperssaidtheyhadusedasmartphoneforholidayshopping.Ofthosewhodid,26percentmadeapurchase,34percentread
productreviewsand60percentbrowsedforgiFsontheirphones.“
60%of11%is6.6%34%of11%is3.7%26%of11%is2.8%
7
“Theconsumerisblissfullyunawareanddoesnotreallyhaveanyrequirements” ‐MaartenAlbarda,Anheuser‐Busch/Inbev
ClearingtheFog‐Today’sReality
8
9
Source: OgilvyOne and OgilvyAction Global Mobile Retail Study, March 2011, n=1,500, United States, United Kingdom, Singapore; Base: United States, n=500
Innovators5% 15% 20%30% 30%
OpinionLeaders
EarlyMajority
LateMajority
Laggards
Adop,onofMobileServices‐anOgilvyResearch
10
EarlyAdop,on
Innovators
BlackberryAndroidBeingSocialMydailydealYelpEpinionsZappos
NextTagRedLaserGiltGroupCouponSherpaRoVenTomatoesTweetednega0velyaboutbrand
Source: OgilvyOne and OgilvyAction Global Mobile Retail Study, March 2011, n=1,500, United States, United Kingdom, Singapore; Base: United States, n=500
11
OpinionLeader
Penetration >25% & <20% in next group
OpinionLeaders
OwniPhoneIntendtobuyKindleCitySearchTwiVerLinkedInBizrate
SearchedGooglefromstoreforproductinfoScannedQRorbarcodeShoppedatretailthenboughtonlineAskedstoretomatchpriceshownphone
Source: OgilvyOne and OgilvyAction Global Mobile Retail Study, March 2011, n=1,500, United States, United Kingdom, Singapore; Base: United States, n=500
12
EarlyMainStream
EarlyMajority
OwnsmartphoneLikelytobuyiPadCouponsviatextmessageGroupon
Source: OgilvyOne and OgilvyAction Global Mobile Retail Study, March 2011, n=1,500, United States, United Kingdom, Singapore; Base: United States, n=500
13
BroadAdop,on
LateMajority
BecomeafanofabrandonFacebookAskedstoretomatchapricefromaprintoutUseConsumerReportsonline
Source: OgilvyOne and OgilvyAction Global Mobile Retail Study, March 2011, n=1,500, United States, United Kingdom, Singapore; Base: United States, n=500
14
Universal
Laggards
FacebookEbayCraig’sListAmazonPayPalShoppedretailthenboughtonlinePhonedfromstoreforopinion
Source: OgilvyOne and OgilvyAction Global Mobile Retail Study, March 2011, n=1,500, United States, United Kingdom, Singapore; Base: United States, n=500
15
LateMajority
EarlyMajority
OpinionLeaders
Mobilefollowingonline
LOOKEDATAPRODUCTINSTOREANDTHENBOUGHTONLINE
85% 74% 66% 54% 29%
LOOKEDATAPRODUCTINSTOREANDTHENBOUGHTONPHONE
71% 27% 8% 1% 0%
LOOKEDTHENBOUGHTONPHONE
LOOKEDTHENBOUGHTONLINE
Innovators Laggards
Source: OgilvyOne and OgilvyAction Global Mobile Retail Study, March 2011, n=1,500, United States, United Kingdom, Singapore; Base: United States, n=500
16
CrossingtheChasm
Innovators OpinionLeaders
EarlyMajority
LateMajority
Laggards
Trusted?Learned?Needed?Simplifying?
Source: OgilvyOne and OgilvyAction Global Mobile Retail Study, March 2011, n=1,500, United States, United Kingdom, Singapore; Base: United States, n=500
17
18
LookingAhead‐Tomorrow’sOpportuni,es
“Theadop*onofcommerceonthemobileismuchquickerthanpeoplehadan*cipated.”
‐ShaunGregory,
O2Media
19
20
OldMarketplaceRules,NewShopperTools
21
Loca,on,Loca,on,Loca,on
21
Loca,on,Loca,on,Loca,on
22
Promo,onHunts,One‐OffSales&Condi,onedConsumers
Sen,ment&Mi,ga,on
PhysicalPOS&VirtualPOS
SupplyChainTransparency&LegalAc,on
Customervs.Organiza,onalReadiness
PainPoints&ImmediateRelief
23
Re‐ThinkingtheShopperJourney
Planning
PostPurchase
ExperienceProducts
Trigger
AtthePOS
OntheMove
24
ThoughtStarters
ThoughtStarters
25
ABrandisNeverAlone
ThoughtStarters
26
ButthereisnewShelfSpaceavailable‐DigitalShelfSpace
27
Checkinginfor(inthisorder)Loyalty,CustomerService,InventoryandDeals
28
EmpowerYourStaff
29
UnderstandSocialPla^ormsintheShoppingContext
30
An,cipateIntentthroughleveragingData
FacebookFriends
LastCheckIns
PurchaseHistory
MusicTaste
Loca0on
TimeSocioDemographics
