Presentation held by Cosmin Nastasa, at Don't Skip Day, an event powered by 2Parale and Google.

2. Over 1,000,000 brand and sales accomplished objectives
for +500 happy customers
since 2008

3. Why Don’t Skip?
Technology and Creativity change:
People Behavior
Communication

4. OPPORTUNITIES
Don’t Skip

5. Which is the first thing that you do each morning,
when you wake up, within the first 15 minutes?
A. Wash my teeth
B. Exercise
C. Check my phone

7. 80%
78%
68%
21%
16%
13%
8%
smartphone
my wallet
house keys
ID / driving
licence
car keys
public transport
ticket
ATM card
When I leave
home I check if I
have
Source: IQS Online for Google; Study, 2015

8. 43%
27%
20%
7%
2%
practically all
the time
every few hours
to check for new messages,
news etc.
once a day/less
often
in my free time
I use my smartphone
only for calling / I
don’t know
several times
a day
Q: How often during the day do you use a smartphone for other purposes than calling?
Source: IQS Online for Google; base: respondents who own a smartphone, N=792
Source: IQS Online for Google; Study, 2015
I USE MY
SMARTPHONE
during the day

9. •Q: In what mode do you usually keep your smartphone?
Q: How often do you check your smartphone for new messages, notifications, news, etc.?
Source: IQS Online for Google; base: respondents who own a smartphone, N=792
It is almost always on
I silence it only in very special situations
It is usually on
but I silence it quite often when I don’t want to
be disturbed when I’m working or meeting
friends
I often keep it silenced
I prefer to check calls and messages every now
and then than be bothered by ringtones
I don't know / hard to say
SOUND
OFF
ON
68%
27%
5%
0%

10. 4%
in a bag/
backpack
42%
always at
hand
54%
within easy reach,
e.g. in a pocket
73%
next to
me – at
my
bedside
81%
I use it
as a
watch /
alarm
44%
I use it
before
falling
asleep
Q: Where do you usually keep your smartphone...? / Where
do you keep your smartphone when you sleep?
Q: Why do you keep your smartphone at your bedside when you sleep?
base: respondents that keep their smartphone at their bedside when sleeping, N=582

12. MICRO-MOMENTS

13. Act on Impulse
We want to DO, LEARN,
INSTALL or BUY
something
FAST
Relevance
We want responses that
are accurate, relevant,
up-to-date.
NO MISTAKES
Experience
We want to add puzzles
that will shape the big
decision
REAL HELP

14. Online research during/ for off-line decisions
Under 25 years
25-34 years
35-44 years
45-54 years
55 and over
26%
25%
17%
13%
5% Source: The Consumer Barometer Survey 2015
Base: Internet users (accessing via computer tablet or smartphone) |
Answering based on a recent purchase (in select categories) |
Researched online

15. Solving unexpected problems
62% of smartphone users are more likely to take
action right away toward solving an unexpected
problem or new task
Consumers in the Micro-Moment, Google/Ipsos, Mar2015

16. Small steps for a big goal
90% of smartphone users have used their
phone to make progress toward a long term
goal
Consumers in the Micro-Moment, Google/Ipsos, Mar2015

17. Try something new, like a new look
91% of smartphone users turn to their phone
for ideas.
Consumers in the Micro-Moment, Google/Ipsos, Mar2015

18. Taking Action

19. Taking Action
1. Moments Map
Buy a
smartphone
I need a
smartphone
Is this the moment to
change my phone?
I saw the X model on
TV/ OOH
Check for discounts.
Talk to dealer
Buy. Is it available on
local stores

20. 2. Customer Needs in-the-moment
Buy a
smartphone
I need a
smartphone
Is this the moment to
change my phone?
I saw the X model on
TV/ OOH
Check for discounts.
Talk to dealer
Buy. Is it available on
local stores
Find how can a
smartphone improve
the life.
Find info about
product. Presentation
Give the right links to
contacts/ forms/
phone no.
Give the relevant info
regarding availability

21. 3. Use context to deliver the right experience
Buy a
smartphone
I need a
smartphone
Is this the moment to
change my phone?
I saw the X model on
TV/ OOH
Check for discounts.
Talk to dealer
Buy. Is it available on
local stores
The launch of X model
takes place right in
Bucuresti
Try a new experience!
A new operating
system
Working hours
We can deliver in 1
day or visit local store
Find how can a
smartphone improve
the life.
Find info about
product. Presentation
Give the right links to
contacts/ forms/
phone no.
Give the relevant info
regarding availability

22. 4. Optimize across journey
Buy a
smartphone
I need a
smartphone
Is this the moment to
change my phone?
I saw the X model on
TV/ OOH
Check for discounts.
Talk to dealer
Buy. Is it available on
local stores
The launch of X model
takes place right in
Bucuresti
Try a new experience!
A new operating
system
Working hours
We can deliver in 1
day or visit local store
Find how can a
smartphone improve
the life.
Find info about
product. Presentation
Give the right links to
contacts/ forms/
phone no.
Give the relevant info
regarding availability
Remarketing on Desktop. On YT, with a video
Remarketing on
Desktop. Your product
is still in stock

23. 5. Measure what matters
Objective Mobile Desktop
No. of Conversions/Sales 1 10
Low no. of sales coming from mobile devices compared with
desktop

24. 5. Measure what matters
Objective Mobile Desktop
Frequency of visit 4 1
Product Page Views 10 1
Read Review 9 2
Check price/ availability 10 1
No. of Conversions/Sales 1 10
Assisted conversion/sale

25. Recap
There is no unique/ ideal consumer journey.
Imagine micro moments.
Organize around moments.
Be there. Permanent.
Be relevant.
Be contextual.
Measure also other actions (micro-conversions)

26. TNX!
Q&A
cosmin.nastasa@2parale.ro