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The Unique Reality of
the 21st Century
Shopping Experience

Image:	
  Andrew	
  Pricke,	
  via.	
  Flickr	
  Crea3ve	
  Commons	
  	
  
of Canadian mobile phone users have
smartphones(7)	
  ...
81%
Image:	
  via.	
  pixabay	
  
that their phone is at hand
…and 42% say
24/7(7)	
  
Mobile has
REMOVED BARRIERS
from shopping(9)	
  .
Image:	
  Tom	
  de	
  Vries	
  via.	
  Flickr	
  Crea3ve	
  Commons	
  	
  
ANY BRAND	
  
We can now buy
ANY STORE	
  
from	
  
Image:	
  via.	
  Wikimedia	
  Commons	
  	
  
we are in the world(9)	
  .
…no matter WHERE
Image:	
  Linh	
  Nguyen	
  via.	
  Flickr	
  Crea3ve	
  Commons	
  	
  
Mobiles help us to
Research,
compare,
& purchase
products not just online,
but also in stores(2)	
  .
In fact, 84% of
smartphone shoppers
use their phones while
in a physical store(2)	
  .
Image:	
  Marcus	
  Koller	
  via.	
  flickr	
  
86%
of mobile users say
they use their phone
to prepare for grocery
shopping(9)	
  .
Image:	
  U.S.	
  Department	
  of	
  Agriculture	
  via.	
  Flickr	
  Crea3ve	
  Commons	
  	
  
So what does this
mean for
businesses ?
Image:	
  Sara	
  via.	
  Flickr	
  Crea3ve	
  Commons	
  	
  
mobile marketing isn’t an option anymore;
It presents tremendous opportunities for marketers
across industries to connect with potential
customers(3)	
  .
It is an imperative(3)	
  .
Image:	
  via.	
  pixabay	
  
find your business online, identify
promotions and product information, and
adapt marketing messages to the
consumer’s location to increase relevancy(3)	
  . 	
  
Mobile makes
it easy to…
Image:	
  via.	
  Pexels	
  
Marketers pay 10% - 20% more
for online ads that include location
information(1)	
  . –Greg Stuart
Image:	
  Shawn	
  Harquail	
  via.	
  Flickr	
  Crea3ve	
  Commons	
  	
  
Companies benefit
from brand loyalty
and the ability to
accurately target
offerings and
promotions, while the
customer receives
greater convenience,
more customization,
and a bit of magic(5)	
  !
Image:	
  Ricardo	
  Miranda	
  via.	
  Flickr	
  Crea3ve	
  Commons	
  	
  
But this unique experience…
comes at the cost of PRIVACY.
Image:	
  John	
  Burke	
  via.	
  Flickr	
  Crea3ve	
  Commons	
  
When an app requests for your location,
of the time it shares the information
with an advertising network(1)	
  .
73%
Image:	
  Daveness_98	
  via.	
  Wikimedia	
  Commons	
  
through low-cost transmitters
that rely on Bluetooth technology,
Such as Apple’s iBeacon(4)	
  .
Retailers and restaurants are 	
  
tracking shopper movements
Image:	
  Tim	
  J.	
  Keegan	
  via	
  flickr	
  Crea3ve	
  Commons	
  
An IBeacon is so powerful that it… 	
  
could realize you’re standing within inches of a given gas
pump and send your phone a notification that you’re being
charged with the amount you owe from filling your tank(8)	
  .
Image:	
  Penn	
  State	
  via.	
  Flickr	
  Crea3ve	
  Commons	
  	
  
22%
of smartphone users
say their number one
concern when using
apps is having their
privacy breached(10)	
  .
42%
say their chief
worry is that the
apps will sap their
batteries(10)	
  .
Image:	
  kennysarmy	
  via.	
  Flickr	
  Crea3ve	
  Commons	
  	
  
Privacy	
  etc	
  ?	
  	
  
“ Online privacy is dead –Millennials
understand that, older users have not
adapted. Millennials recognize that giving
up some of their privacy online can provide
benefits to them(6)	
  ” -Jeffery Cole
Image:	
  Yacine	
  Pe3trez	
  via.	
  Flickr	
  Crea3ve	
  Commons	
  	
  
Works Cited:
(1)	
  Dwoskin,	
  E.	
  (2015,	
  March	
  23).	
  Where	
  Were	
  You	
  3	
  Minutes	
  Ago?	
  Your	
  Apps	
  Know.	
  Retrieved	
  June	
  10,	
  2015,	
  from	
  Wall	
  Street	
  Journal	
  :	
  
h,p://blogs.wsj.com/digits/2015/03/23/where-­‐were-­‐you-­‐3-­‐minutes-­‐ago-­‐your-­‐apps-­‐know/	
  
	
  
(2)	
  Google.	
  (2013,	
  May	
  ).	
  How	
  Mobile	
  Is	
  Transforming	
  the	
  Shopping	
  Experience	
  in	
  Stores	
  .arBcle-­‐cover-­‐wrapper	
  .	
  Retrieved	
  June	
  10,	
  2015,	
  
from	
  Think	
  with	
  Google	
  :	
  h,ps://www.thinkwithgoogle.com/research-­‐studies/mobile-­‐in-­‐store.html	
  
	
  
(3)	
  Google.	
  (2013,	
  April	
  ).	
  Mobile	
  In-­‐Store	
  Research.	
  Retrieved	
  June	
  10,	
  2015,	
  from	
  Google:	
  h,ps://ssl.gsta3c.com/think/docs/mobile-­‐in-­‐
store_research-­‐studies.pdf	
  
	
  
(4)	
  Kaye,	
  K.	
  (2013,	
  Decemeber	
  12).	
  'Techno	
  Paranoia'	
  and	
  9	
  Other	
  Privacy	
  Trends	
  Marketers	
  Need	
  to	
  Watch	
  In	
  2014.	
  Retrieved	
  June	
  10,	
  
2015,	
  from	
  Ad	
  Age	
  :	
  h,p://adage.com/ar3cle/datadriven-­‐marke3ng/10-­‐privacy-­‐trends-­‐marketers-­‐watch-­‐2014/245866/	
  
	
  
(5)	
  Madden,	
  S.	
  (2014,	
  March	
  12).	
  Tech	
  That	
  Tracks	
  Your	
  Every	
  Move	
  Can	
  Be	
  Convenient,	
  Not	
  Creepy.	
  Retrieved	
  June	
  10,	
  2015,	
  from	
  Wired:	
  
h,p://www.wired.com/2014/03/designers-­‐tracking-­‐tradeoffs/	
  
	
  
(6)	
  Matrix,	
  S.	
  (2015,	
  May	
  ).	
  Digital	
  Literacies	
  .	
  Retrieved	
  June	
  10	
  ,	
  2015,	
  from	
  Moudle	
  1	
  :	
  h,ps://moodle.queensu.ca/2014-­‐15/mod/page/
view.php?id=88779	
  
	
  
(7)	
  Matrix,	
  S.	
  (2015,	
  June	
  ).	
  MobiliBes	
  .	
  Retrieved	
  June	
  10,	
  2015,	
  from	
  Module	
  3:	
  h,ps://moodle.queensu.ca/2014-­‐15/mod/page/view.php?
id=88783	
  
	
  
(8)	
  McFarland,	
  M.	
  (2014,	
  February	
  12).	
  The	
  rise	
  of	
  iBeacons,	
  and	
  fall	
  of	
  fricBon.	
  Retrieved	
  June	
  10,	
  2015,	
  from	
  The	
  Washington	
  Post	
  :	
  h,p://
www.washingtonpost.com/blogs/innova3ons/wp/2014/02/12/the-­‐rise-­‐of-­‐ibeacons-­‐and-­‐fall-­‐of-­‐fric3on/?wprss=rss_technology&clsrd	
  
	
  
(9)	
  Stevens,	
  K.	
  (2015,	
  May	
  8).	
  The	
  mobile	
  shopper.	
  Retrieved	
  June	
  10,	
  2015,	
  from	
  The	
  Guardian	
  :	
  h,p://www.theguardian.com/adver3sing/
digital-­‐media-­‐trends-­‐mobile-­‐retail-­‐fmcg	
  
	
  
(10)	
  Urbanski,	
  A.	
  (2013,	
  September	
  5).	
  Talking	
  Out	
  Loud	
  About	
  Mobile	
  Privacy.	
  Retrieved	
  June	
  10,	
  2015,	
  from	
  Direct	
  Marke3ng:	
  h,p://
www.dmnews.com/privacy/talking-­‐out-­‐loud-­‐about-­‐mobile-­‐privacy/ar3cle/310457/	
  

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Flipbook Digital Media: Mobile Marketing

  • 1. The Unique Reality of the 21st Century Shopping Experience Image:  Andrew  Pricke,  via.  Flickr  Crea3ve  Commons    
  • 2. of Canadian mobile phone users have smartphones(7)  ... 81% Image:  via.  pixabay  
  • 3. that their phone is at hand …and 42% say 24/7(7)  
  • 4. Mobile has REMOVED BARRIERS from shopping(9)  . Image:  Tom  de  Vries  via.  Flickr  Crea3ve  Commons    
  • 5. ANY BRAND   We can now buy ANY STORE   from   Image:  via.  Wikimedia  Commons    
  • 6. we are in the world(9)  . …no matter WHERE Image:  Linh  Nguyen  via.  Flickr  Crea3ve  Commons    
  • 7. Mobiles help us to Research, compare, & purchase products not just online, but also in stores(2)  . In fact, 84% of smartphone shoppers use their phones while in a physical store(2)  . Image:  Marcus  Koller  via.  flickr  
  • 8. 86% of mobile users say they use their phone to prepare for grocery shopping(9)  . Image:  U.S.  Department  of  Agriculture  via.  Flickr  Crea3ve  Commons    
  • 9. So what does this mean for businesses ? Image:  Sara  via.  Flickr  Crea3ve  Commons    
  • 10. mobile marketing isn’t an option anymore; It presents tremendous opportunities for marketers across industries to connect with potential customers(3)  . It is an imperative(3)  . Image:  via.  pixabay  
  • 11. find your business online, identify promotions and product information, and adapt marketing messages to the consumer’s location to increase relevancy(3)  .   Mobile makes it easy to… Image:  via.  Pexels  
  • 12. Marketers pay 10% - 20% more for online ads that include location information(1)  . –Greg Stuart Image:  Shawn  Harquail  via.  Flickr  Crea3ve  Commons    
  • 13. Companies benefit from brand loyalty and the ability to accurately target offerings and promotions, while the customer receives greater convenience, more customization, and a bit of magic(5)  ! Image:  Ricardo  Miranda  via.  Flickr  Crea3ve  Commons    
  • 14. But this unique experience… comes at the cost of PRIVACY. Image:  John  Burke  via.  Flickr  Crea3ve  Commons  
  • 15. When an app requests for your location, of the time it shares the information with an advertising network(1)  . 73% Image:  Daveness_98  via.  Wikimedia  Commons  
  • 16. through low-cost transmitters that rely on Bluetooth technology, Such as Apple’s iBeacon(4)  . Retailers and restaurants are   tracking shopper movements Image:  Tim  J.  Keegan  via  flickr  Crea3ve  Commons  
  • 17. An IBeacon is so powerful that it…   could realize you’re standing within inches of a given gas pump and send your phone a notification that you’re being charged with the amount you owe from filling your tank(8)  . Image:  Penn  State  via.  Flickr  Crea3ve  Commons    
  • 18. 22% of smartphone users say their number one concern when using apps is having their privacy breached(10)  . 42% say their chief worry is that the apps will sap their batteries(10)  . Image:  kennysarmy  via.  Flickr  Crea3ve  Commons    
  • 19. Privacy  etc  ?     “ Online privacy is dead –Millennials understand that, older users have not adapted. Millennials recognize that giving up some of their privacy online can provide benefits to them(6)  ” -Jeffery Cole Image:  Yacine  Pe3trez  via.  Flickr  Crea3ve  Commons    
  • 20. Works Cited: (1)  Dwoskin,  E.  (2015,  March  23).  Where  Were  You  3  Minutes  Ago?  Your  Apps  Know.  Retrieved  June  10,  2015,  from  Wall  Street  Journal  :   h,p://blogs.wsj.com/digits/2015/03/23/where-­‐were-­‐you-­‐3-­‐minutes-­‐ago-­‐your-­‐apps-­‐know/     (2)  Google.  (2013,  May  ).  How  Mobile  Is  Transforming  the  Shopping  Experience  in  Stores  .arBcle-­‐cover-­‐wrapper  .  Retrieved  June  10,  2015,   from  Think  with  Google  :  h,ps://www.thinkwithgoogle.com/research-­‐studies/mobile-­‐in-­‐store.html     (3)  Google.  (2013,  April  ).  Mobile  In-­‐Store  Research.  Retrieved  June  10,  2015,  from  Google:  h,ps://ssl.gsta3c.com/think/docs/mobile-­‐in-­‐ store_research-­‐studies.pdf     (4)  Kaye,  K.  (2013,  Decemeber  12).  'Techno  Paranoia'  and  9  Other  Privacy  Trends  Marketers  Need  to  Watch  In  2014.  Retrieved  June  10,   2015,  from  Ad  Age  :  h,p://adage.com/ar3cle/datadriven-­‐marke3ng/10-­‐privacy-­‐trends-­‐marketers-­‐watch-­‐2014/245866/     (5)  Madden,  S.  (2014,  March  12).  Tech  That  Tracks  Your  Every  Move  Can  Be  Convenient,  Not  Creepy.  Retrieved  June  10,  2015,  from  Wired:   h,p://www.wired.com/2014/03/designers-­‐tracking-­‐tradeoffs/     (6)  Matrix,  S.  (2015,  May  ).  Digital  Literacies  .  Retrieved  June  10  ,  2015,  from  Moudle  1  :  h,ps://moodle.queensu.ca/2014-­‐15/mod/page/ view.php?id=88779     (7)  Matrix,  S.  (2015,  June  ).  MobiliBes  .  Retrieved  June  10,  2015,  from  Module  3:  h,ps://moodle.queensu.ca/2014-­‐15/mod/page/view.php? id=88783     (8)  McFarland,  M.  (2014,  February  12).  The  rise  of  iBeacons,  and  fall  of  fricBon.  Retrieved  June  10,  2015,  from  The  Washington  Post  :  h,p:// www.washingtonpost.com/blogs/innova3ons/wp/2014/02/12/the-­‐rise-­‐of-­‐ibeacons-­‐and-­‐fall-­‐of-­‐fric3on/?wprss=rss_technology&clsrd     (9)  Stevens,  K.  (2015,  May  8).  The  mobile  shopper.  Retrieved  June  10,  2015,  from  The  Guardian  :  h,p://www.theguardian.com/adver3sing/ digital-­‐media-­‐trends-­‐mobile-­‐retail-­‐fmcg     (10)  Urbanski,  A.  (2013,  September  5).  Talking  Out  Loud  About  Mobile  Privacy.  Retrieved  June  10,  2015,  from  Direct  Marke3ng:  h,p:// www.dmnews.com/privacy/talking-­‐out-­‐loud-­‐about-­‐mobile-­‐privacy/ar3cle/310457/