Tim Hayden, Principal Strategist at TTH Strategy, discusses how today's consumers are interacting with mobile devices, the changes taking place in mobile commerce, and how to capitalize on these mobile trends.

1. June
24,
2014
-­‐-­‐
#mktgna2on14
@TheTimHayden

4. …and,
we’ve
been
siAng
on
our
tails,
typing,
for
just
about
200
years.
We’ve
been
upright
and
walking
[mobile]
for
more
than
4
million
years…

6. WHAT
JUST
HAPPENED?

13. Gmail
Promo2ons
“grid
view”

14. HAPPENING
NOW!

15. Tablets
=
“Lean
Back”
• Primary:
Apps
• News/Media
• Long
Form
Content
• Shopping:
M-­‐Commerce
• Games
• U2lity:
Home
&
Business

16. >85%
smartphone
at
arm’s
length,
24
hours/day
SOURCE:
Edison
Research

17. Smartphones
=
EVERYWHERE
• Primary:
Tex2ng
• Social
• Search/Inquiry
• Shopping:
Deals/Payments
• Games
• U2lity:
Life
&
Play

18. Social
is
Mobile
SOURCES:
ere.net,
Mashable,
TechCrunch,
comScore,
Pew,
others.
70%
80%
30%
30%
35%
35%
45%
100%
100%

19. Mobile
is
BUSY
the
Desktop
Hour
email
web
social
other
the
Mobile
Hour
email
web
social
text
app
call

23. The
Mobile
Moment
Content
Data
Social
Search
Web
Email
Offline
Broadcast
The
“Click”
-­‐
Origina2on
AMribtuNon
Measurement/Analysis
CRM
POS
Search
Mgmt
Social
Content
Analy2cs
Media
Networks
Reports/
Views/Dashboard
Content
Command
Center
Responsive/Reac2ve
Content
DATA

24. Your
Website
Mobile
Adaptive
• You have a
“desktop” and
a “mobile”
website. Mobile
Responsive
• A website that
conforms to
the device on
which it is
viewed.
Mobile
Reactive
• Responsive,
with content
that is
personalized
and relevant
based on
location, time,
day and user
details.

25. No
maker
what…

26. The
Next
18
Months…

27. Where
Tomorrow’s
Customers
Creators
are
Today

28. Offline
is
the
New
Online
Consider
indoor/outdoor,
direct
mail….with
mobile
calls-­‐to-­‐acNon.
Think
“Line
of
Sight”

29. 22
million
digital
signs
by
2015

34. NOT
THIS

35. THIS

36. Mobile
Commerce!

37. !

40. COMMERCE
EVERYWHERE

41. But,
Really…?

42. EVERY MOMENT IS AN EXPERIENCE

43. Generate
AND
Curate

44. ENGAGEMENT
TRIGGERS
Behavioral!
Technological!

46. The
Mobile
Moment
Content
Data
Social
Search
Web
Email
Offline
Broadcast
The
“Click”
-­‐
Origina2on
AMribtuNon
Measurement/Analysis
CRM
POS
Search
Mgmt
Social
Content
Analy2cs
Media
Networks
Reports/
Views/Dashboard
Content
Command
Center
Responsive/Reac2ve
Content
DATA

47. Everyone
Is
a
NORM.

48. BEWARE:
Anyone
can
be
CLIFF.

49. Thank You, Marketo!
E: Tim@TimHayden.com
T: @TheTimHayden
W: tthstrategy.com