On the heels of MRY releasing its study "The Future of Mobility: How We Connect to Our Cars," this presentation at the Baltimore Digital Summit for Baltimore Advertising Week looks at the value gap between Millennials and older consumers, and why people view cars and autos in a similar way. Taking it a step further, there are 10 examples of great brands

1. How Mobile Marketing Changes
When Your New Car
Is A Smartphone
David Berkowitz
CMO, MRY
@dberkowitz / @MRY
MarketersStudio.com
David.Berkowitz@mry.com

2. Originally presented at…
#BDS1

3. What we’ll cover today
• Moving from the Car Era to the Smartphone Era
• Minding the Value Gap
• 5 ways people value smartphones vs. cars
• Lessons for mobile marketing: 10 examples from brands
• Ovation (standing optional)
This edition is annotated
with notes to make it easier
to follow on your own. You
can find links and sources in
the notes on each slide.

4. Different devices, dovetailing purposes

5. The most transformative technology of…
The 20th
century
The 21st
century

6. Cost of ownership
~$15,000+,
~$500-$1,000/mo
~$500,
~$100/mo

7. Access
Parked nearby
or on call
Always in
your pocket

8. The upshot
Will always
matter
Increasingly serves
similar purposes

9. Get the full study at mry.com/auto

10. Why the focus on Millennials?
The 18-35 age
group gives a taste
of where trends are
heading. There
were many notable
differences in the
responses of this
group compared to
the 35+ bracket.

11. There is a Value Gap between age groups
It was particularly interesting
looking at what the different age
groups value. For the auto
industry alone, small changes in
values can impact hundreds of
billions of dollars of purchases
annually, and the study is
applicable to a wide range of
marketers and verticals.

12. The Value Gap: voting in elections
62%
74%
35+
Millennials
Millennials 35+

13. The Value Gap: being wealthy
53%
33%
35+
Millennials
Millennials 35+

14. 5 ways people value smartphones vs. cars
• Makes my life easier
• Makes buying things easier
• Provides an escape from a hectic day
• Helps me interact with friends and family
• Helps me experience new things

15. Makes my life easier
90%
89%
83%
89%
35+
Millennials
Car Smartphone

16. 3M launched an app to
digitize and organize
Post-It Notes.

17. BNY Mellon created
Sumday (a web app that
works on any device,
rather than a native
mobile app) to make it
easier for anyone to save
and invest money.

18. Makes buying things easier
75%
60%
86%
87%
35+
Millennials
Car Smartphone

19. As Apple Pay rolls out,
people can consider
leaving their wallets at
home. Early adopters
next year may start
making payments via
their watches.

20. Practically every retailer
needs to create shopping
experiences that work
well on mobile devices,
often by streamlining
options and minimizing
steps (those best
practices often work well
regardless of the screen
size).

21. Provides an escape from a hectic day
77%
63%
72%
76%
35+
Millennials
Car Smartphone

22. Hyundai showed off
how tough and
culturally relevant its
cars can be when it
integrated them into
a Walking Dead
zombie-killing game.

23. Cultural institutions such
as the Museum of
Modern Art (MOMA) can
hook consumers by
creating guides that can
be downloaded or
streamed. The days of
the separate radio guides
and questionably
hygienic headphones are
almost over.

24. Helps me interact with friends and family
90%
64%
84%
82%
35+
Millennials
Car Smartphone

25. Jagermeister’s Jagerbonds
connects friends to capture
video roundups of their
nights out together.

26. Coca-Cola’s Placelists let friends share songs
from Spotify that matched up with any location all
around the world.

27. Helps me experience new things
83%
89%
85%
90%
35+
Millennials
Car Smartphone

28. Bank of America’s
Merrill Edge Face of
Retirement app urges
you to start saving by
showing what you will
look like at your
retirement age
(assuming most users
have a ways to go).

29. Mercedes was one of
the first brands to
create an app for the
Pebble smartwatch,
offering alerts that can
be accessed faster on
one’s wrist.

30. More research: mry.com/auto

31. Thank you!
David Berkowitz
David.Berkowitz@mry.com
@dberkowitz / @mry
MarketersStudio.com
Also, thanks to Silverback Social and the Baltimore Digital Summit
for having me. Review the tweets by checking out #BDS1.