Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

eMarketer Webinar: How Mobile Is Transforming the Path to Purchase

Join eMarketer's Noah Elkin as he provides an overview of the shifting digital commerce landscape and the information you need to stay connected with increasingly mobile shoppers.

  • Login to see the comments

eMarketer Webinar: How Mobile Is Transforming the Path to Purchase

  1. ©2013 eMarketer Inc.May 23, 2013How Mobile IsTransforming the Pathto PurchasePresented by:Noah ElkinPrincipal AnalystSponsored by:
  2. ©2013 eMarketer Inc.Agenda eMarketer’s mcommerce outlook Defining today’s mobile shopper Meeting the challenge of themobile-enabled path to purchase Brands that are dealing effectively withthe “showrooming” testTwitter Hashtag – #eMwebinar
  3. ©2013 eMarketer Inc.eMarketer’sMcommerce Outlook
  4. ©2013 eMarketer Inc.Mobile isbecoming amoreprominentchannel forretailtransactions
  5. ©2013 eMarketer Inc.SmartphoneUsers57% of mobileusers (2013)Mobile Phone Users78% of population(2013)iPad Users61% of tablet users(2013)Tablet Users39% of population(2013)But mobile itself is no longer amonolithic categorySource: eMarketer 2013
  6. ©2013 eMarketer Inc.Consumerswill continueto adoptsmartdevices at arapid rateSource: eMarketer, March 20132013 140.0M users 123.1M users2014 159.9M users 143.2M users2015 178.0M users 157.1M users2016 193.7M users 168.1M users2017 207.4M users 178.0M users
  7. ©2013 eMarketer Inc.When it comes to shopping, smartphonesand tablets are taking separate paths
  8. ©2013 eMarketer Inc.More smartphone owners shop but moretablet owners buy101.8MshoppersSmartphonesTablets75% ofsmartphoneownersshop52.3Mbuyers39% ofsmartphoneowners buy94.2Mshoppers84% oftabletownersshop70.6Mbuyers63% oftabletowners buySource: eMarketer, April 2013
  9. ©2013 eMarketer Inc.Tablets tend to be associated with higheraverage purchase values …
  10. ©2013 eMarketer Inc.… but in a fast-evolving market, the datatends to be fluid
  11. ©2013 eMarketer Inc.Are tabletsbecomingthe new PC?Twitter Hashtag – #eMwebinarFor certainactivities, theanswer appearsto be “yes”
  12. ©2013 eMarketer Inc.Consumer are starting to prefer tabletsfor some mobile activities like shopping
  13. ©2013 eMarketer Inc.Tablets will drive the rise in higher value“couch and pillow” commerceTablets will represent 72% of mcommerce sales by 2017
  14. ©2013 eMarketer Inc.Defining Today’s MobileShopper
  15. ©2013 eMarketer Inc.Today’s shopper is literally andgeographically all over the mapNote: All data are for the USTablets are used primarilyat home; smartphonesare used primarily on the go(xAd/telmetrics)67% of US consumers startshopping on one device andcontinue on another(Google)86 million search for localbusiness information(15miles/Neustar Localeze)74% of smartphone-related purchases arecompleted offline (xAd/Telmetrics)74% of US internet userswho “showroom” buy onlinebecause of better prices(comScore)54% of tablet-relatedpurchases are completedonline via PC or mobiledevice (xAd/Telmetrics)
  16. ©2013 eMarketer Inc.The customer is in charge of thecustomer journeyThesmartphone-equipped,sociallyconnectedshopper ishere to stay
  17. ©2013 eMarketer Inc.Showrooming will continue to gainmomentumMarketersstand a goodchance ofkeepingpurchasesin-store:46% of“showroomers”buy where theysearch (Pew,Jan. 2013)
  18. ©2013 eMarketer Inc.But noteverythingaboutshowroomingis negative:Some aspectspoint toadvancedshoppingbehaviors
  19. ©2013 eMarketer Inc.Shopping isabout me:Satisfying myneeds andenjoying apersonalizedexperienceTwitter Hashtag – #eMwebinar
  20. ©2013 eMarketer Inc.It’s not always about the saleToday’sconsumersexpectmarketers toengage themwith stories
  21. ©2013 eMarketer Inc.That is why content marketing has surgedon marketers’ priority lists
  22. ©2013 eMarketer Inc.If content isking, contextis queen intoday’smobile-enabledworld
  23. ©2013 eMarketer Inc.The shoppingcart isn’talways theendpointThink of it as aplace toconsolidateinformation, notnecessarily thefinal step beforea purchase
  24. ©2013 eMarketer Inc.Meeting the Challengeof the Mobile-EnabledPath to Purchase
  25. ©2013 eMarketer Inc.Remember that primetime is anytimewhen it comes to mobile
  26. ©2013 eMarketer Inc.Consider how mobile ads drive action Thedisplay-searchrelationshipworks similarlyin a mobilecontext Note thatsmartphonesand tablets haveincreasinglydistinct usagepatterns
  27. ©2013 eMarketer Inc.Also pay attention to location, channeland intentA lot of mobilesearch activityis designed toqualify futurepurchases, notto satisfyimmediateneedsTwitter Hashtag – #eMwebinar
  28. ©2013 eMarketer Inc.Advertise locally for consumerswho shop globallyTake advantageof the uniqueattributes ofmobile, including: Location targeting Highlypersonalized ads
  29. ©2013 eMarketer Inc.Keep in mind that in-store shoppers tendto be more receptive to ads
  30. ©2013 eMarketer Inc.Brands That AreDealing Effectively withthe Showrooming Test
  31. ©2013 eMarketer Inc.Retailers arefocusing moreattention onshowroomingas thebehaviormoves to themainstreamTwitter Hashtag – #eMwebinar
  32. ©2013 eMarketer Inc.Brands like Tesco that remove the barrier of place will win out in anomnichannel environment. Consumers expect to shop anytime, anywherethrough their interface of choice—you need to be there to serve them.Take the store out of the store
  33. ©2013 eMarketer Inc.Showrooming is largely about price and convenience, but there’s more to anongoing customer relationship than the best deal and fast delivery. Physicalstores like Walgreens trump online shopping by adding services that facilitaterepeat purchases and loyalty.Focus on value-added services
  34. ©2013 eMarketer Inc.Smart brands like Apple combine the human desire to experience the product ina tangible way with superlative customer service and a purchase process thatnegates the most common frustrations of the brick-and-mortar experience.Emphasize merchandizing and the humanelement
  35. ©2013 eMarketer Inc.Cultivate the branded in-store experiencePeople crave unique experiences, and brands like Williams-Sonoma that makethe shopping process pleasurable and engaging will win out with manyconsumers over the quick-and-easy allure of an online purchase.
  36. ©2013 eMarketer Inc.Brands like Nordstrom see showrooming as a way to forge a better relationshipwith the customer. Supporting socially engaged, commerce-enabled,responsive interactions across all device platforms will create a truly seamlessshopping experience.Embrace change and raise your digital IQ
  37. Tablets exceed Smartphones: Global share of page viewsFeb 2013Source: Adobe Digital Index
  38. Conversion rates by mobile device type1.1%Source: Adobe Digital Index
  39. Adobe®Creative Cloud™Adobe®Marketing CloudMobileSitesMobileAppsMobileTacticsQR CodesSMSDisplay andSearchAdsAdobe & Mobile MarketingCREATEDELIVERANALYZEOPTIMIZE MANAGE
  40. Learn more about Adobe solutionsSales: 877.722.7088Marketing Cloud: Index:
  41. ©2012 eMarketer Inc.Sponsored by:You will receive an emailtomorrow with a link toview the deck andwebinar recording.Noah ElkinQ&A SessionHow Mobile IsTransforming thePath to PurchaseOver 200 eMarketer reports are publishedeach year. Here are some recent reports youmay be interested in: Dynamic Pricing: What Retailers Need to Know AboutCompeting in Real Time Real-Time Marketing: Speeding Up the CreativeProcess US Mobile Users: 2013 Forecast and ComparativeEstimates US Retail Ecommerce: 2013 Forecast andComparative Estimates State of Mobile Search 2013: Key Trends in MobileSEO and SEMLearn more about digitalmarketing with an eMarketercorporate subscriptionTo learn more: or