This document discusses how mobile has fundamentally changed consumer behavior and provides recommendations for brands to engage mobile consumers. It outlines three key shifts: 1) Brand and store discovery is now mobile-driven, 2) The in-store experience is influenced by mobile searches, 3) Purchases are increasingly made on mobile devices. The document recommends that brands leverage existing first-party data, provide elevated storytelling experiences through video and immersive formats, and ensure their brand can be discovered through apps, app store optimization, and geo-targeted advertising near store locations. Following these "new rules" of engagement will help brands effectively reach consumers on mobile.

1. How To Engage
The Mobile Consumer
DX3
MARCH 2016

2. The
3 Mobile
Shifts
3

3. Mobile has
fundamentally
changed brand
and store
discovery.
1

4. Shift #1: Brand and Store Discovery
Google searches with "near me" have grown 2.4X
year-over-year.
2.4X
50%
18%
of consumers who conduct a local search on their
smartphone visit a store within a day.
of those searches lead to a purchase.
Source: Think with Google

5. Shift #1: Brand and Store Discovery
So What?
Are you there when and where people are searching for you?
Do you know how your consumers find your brand on mobile?
Or do they end up at your competitors?

6. Mobile has
fundamentally
changed the in-
store
experience.
2

7. Shift #2: In-store Experience
of shoppers say they consult their phones on
purchases they’re about to make in a store.
82%
25%
say they have changed their minds while in a checkout
line after looking up details on a smartphone.
Source: Think with Google

8. Shift #2: In-store Experience
So What?
Are you thinking about how mobile impacts your in-store experience?
Are people googling the products, arriving at competitors’ websites and
making a purchase?
Is there an easy way for the consumer to find relevant information
about your brand when they are on their phones in-store?

9. Mobile
changed how
and where we
pay for things.
3

10. Shift #3: Purchase Experience
Source: Ipsos & PayPal
of Canadian online shoppers report having purchased
from their smartphone in the past 12 months.
1/5
of mobile shoppers are Millennials (18-34 years)53%
Canadian mobile commerce predicted to grow by
142% in 2016.
142%

11. Shift #3: Purchase Experience
So What?
If your customers wanted to purchase something while waiting in the doctor’s office,
can they actually do it?
Are you optimizing your mobile user and checkout experience?
Do you have a mobile app to store customers’ information so they can purchase with
only one click?

12. People now find brands and stores,
experience them and make purchases in a
fundamentally different way compared to a
few years back.
In short...

13. Unless you embrace these shifts, you would be
losing customers to competitors!
In short...

14. ● Engage your consumer on the go.
● Spend your marketing budget efficiently to
reach the right audience at the right time in the
right context.
Challenge

15. The
New Rules of
Consumer
Engagement

16. Rule #1: Leverage Your Existing Data
Reach the right
consumer on
the go.

17. Rule #2: Provide Elevated Experiences
Become better at
telling stories to
consumers through
elevated experiences

18. Rule #3: Let People Find You
There are new
ways for brands
to be found. You
need to help
people in the real
world discover
your physical
locations.

19. Rule 1
Leverage your
existing data

20. Leverage Your First Party Data
● First party data is the most valuable data that
exists, and efforts should be made to capture and
utilise as much first party data as possible.
● Think about what the most relevant data sources
for brands are, to maximise signals such as
context, location or device.

21. Embrace Custom Audiences
● Upload specific segments of
your customer data and show
them targeted videos,
promotions, coupons, etc.
● You can reach your desired
segment through multiple
touchpoints: YouTube,
Facebook, Gmail Ads, Twitter,
etc.

22. Create Lookalike Audiences
● You can create a “lookalike” audience
of all your existing ones. These are
people who share very similar
characteristics from an existing
audience.
● Instead of guessing about your
audience, you use the most powerful
algorithms in the world to create them
for you.

23. Bringing It All Together

24. Why Go Through This?
BEFORE TODAY
Mass Reach
Ineffective Budget Spend
Laser-Focus Targeting
Effective Budget Spend

25. Rule 2
Provide
Elevated
Experiences

26. 1. The New Ways Of Telling Stories
Mobile gives us new ways to tell stories that
were not possible before.

27. Real Storytelling with Sequenced Video Ads
We can now show our creative ads in a specific order to
people. This allows to have powerful brand storytelling.
80%
Video will account for 80% of all consumer traffic
by 2019
Source: Cisco

28. Reebok Canada - Express Your Strong
1 2 3

29. 2. Immersive Mobile Experience
Let users immerse
themselves in your brand.

30. Google Accelerated Mobile Pages

31. Facebook Canvas/Instant Articles

32. Why Go Through This?
BEFORE TODAY
Single Experience
Mass Market
Personalized Experiences
Ultra-Targeted Audiences

33. Rule 3
Let People
Find You

34. Have Your App Discovered
89% of time spent on mobile is spent
with apps, therefore it’s not surprising
that Google has been investing heavily
in the mobile app search space.
Brands with apps should think about
whether their content will be
discoverable in a future where in-app
search results are displayed in search
results listings.

35. App Indexing & App Store Optimisation
● App Indexing: Increase your
install base and re-engage your
app users through search.
● App Store Optimization: Improve
the visibility of a mobile app in an
app store.

36. People Near Your Stores
With GPS and data plans we know relevant audiences
are near our stores.

37. Geo-targeting
Bid more aggressively on people physically near your stores
and measure actual visits.

38. Large Retailer Case Study
1
Google
Store Visits
Feature
2
Geo-fenced perimeter
around location +
multiple layers of geo-
targeting
3
Bids scaled
gradually according
to distance from
location

39. Results
2 out of 5 persons who clicked on a mobile ad
visited a store.
2/5
$46
ROAS
Every dollar invested in Paid Search generated $46
in-store (3x more than online)
Initiative recognized by Google as best-in-class in
the retail industry.

40. Why Go Through This?
BEFORE TODAY
1 Source of Answers
1 Search Experience
Proliferation of Source of Answers
Personalized Search Experience

41. How to engage
with the mobile
consumer in
2016?

42. DATA EXPERIENCE FINDABILITY
Leverage data more
effectively to better
understand new and
existing consumers
Review all assets to
ensure the very best
consumer experience
is being delivered.
Understand and adapt
to new ways in which
consumers discover
products and services.
Conclusion

44. Download the full presentation here:
iprospect.com/DX3