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
How Mobile Marketing Changes When Your New Car is a Smartphone - @dberkowitz @mry
1. How Mobile Marketing Changes
When Your New Car
Is A Smartphone
David Berkowitz
CMO, MRY
@dberkowitz / @MRY
MarketersStudio.com
David.Berkowitz@mry.com
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.
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.
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
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.
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.
Hinweis der Redaktion
How Mobile Marketing Changes When Your New Car is a SmartphoneSome new research about the future of mobility highlights how Millennials are starting to value smartphones – one of the most impactful technologies of this century – for the same reasons people have valued their cars – one of the most impactful technologies of the last century. When smartphones rather than cars make people’s lives easier, provide an escape, connect people with each other, and empower people to learn something new, this has massive implications for mobile marketing. Learn how some brands are tapping into this shift in values, and get inspired for how your own marketing should tap into this new mobile mindset.
http://adweekmd.com
Value gap: shift in 35+ vs Millennials
http://www.astekweb.com/wp-content/uploads/2014/06/wpid-mind-the-gap-2014-06-23-08-03.jpg
http://www.astekweb.com/astekology/mind-the-gap/
Post-It Note app by 3M
http://techcrunch.com/2014/09/26/post-it-notes-get-digitized-in-a-clever-new-app-from-3m/?ncid=tcdaily
http://www.post-it.com/wps/portal/3M/en_US/PostItNA/Home/Ideas/Plus-App/
BNY Mellon Sumday
www.sumday.com
Apple Pay + Visa
http://www.apple.com/apple-pay/?cid=wwa-us-kwg-features-com
Pizza Hut
https://itunes.apple.com/us/app/pizza-hut/id321560858?mt=8
Walking Dead Chop Shop App – with Hyundai
https://itunes.apple.com/us/app/the-walking-dead-chop-shop/id670418183?mt=8
Bank of America Merrill Edge Face of Retirement
https://itunes.apple.com/us/app/face-retirement-from-merrill/id815224857?ls=1&mt=8
http://newsroom.bankofamerica.com/press-releases/consumer-banking/new-merrill-edge-mobile-app-uses-3d-technology-put-retirement-planni