NEW YORK ? An Ogilvy executive at the Mobile Marketing Summit: Holiday Focus 2013 conference said he expects second-screen mobile experiences to have a massive impact and to be quite successful in market.

During the session, "How Mobile is Molding the Shopping Environment Irreversibly," the executive discussed the growing opportunities for marketers to engage with these mobile users in a way that complements their TV viewing experiences. Content providers, brands and app developers have already started to address this opportunity but this is only the tip of the iceberg, according to the executive.

?We will see a massive, massive rise in the very near future,? said Martin Lange, executive marketing director of digital strategy and global head of , Ogilvy & Mather, New York. ?We already know that more than 50 percent of mobile behavior is actually happening at home, where people may have a TV running, a radio running.

?I would look for second screen experiences to have a massive impact and be very successful in market as well,? he said.

The Mobile Marketing Summit: Holiday Focus 2013 was organized by Mobile Marketer.

Needs-based services
It is important for marketers to figure out the best way to serve the shopper when in a retail environment via mobile, as smartphone users in a retail environment typically spend about 50 percent more than people who do not use a smartphone in a retail environment.

Ogilvy is focused on figuring out what are the factors influencing a mobile user?s needs when shopping.

Different users may have different needs.

Ogilvy has recently begun to update research conducted a couple of years ago about how shoppers are using mobile and identified three types of mobile shoppers, each with different needs and each found across all demographic groups.

?It is a much more differentiated kind of approach than to say, let?s go across and try to service everyone with everything technology allows us to do,? Mr. Lange said.

?But be very specific about this is actually where my opportunities exist because this is addressing a need that is specific and expressed,? he said.

Forget demographics
The first type of mobile shopper are brand lovers, who are users who know a lot about a specific brand and do not necessarily need to be provided information about that brand. These shoppers can also be price insensitive for the brands they love.

There is little marketers can do from a mobile servicing perspective to make this shopper buy more from a brand.

The second type of user is very interested in accessing the kind of information available to drive value for their shopping experiences, such as scanning bar codes and accessing reviews sites such Yelp. This user wants to be informed.

The final segment are loyalists who are willing to give up data about themselves to a specific brand but expect a lot of value for it in return, including being served in a very individual way.

There is no difference in the demographics for these segments, with each kind appearing in every demographic group.

This means that marketers who are crafting their mobile strategy to reach a specific demographic are missing key information about individual users? behavior that influences their mobile needs.

Showrooming
Factors that influence need include location, time of day and the entire digital ecosystem.

For example, more users are engaging in showrooming, meaning they are complementing in-store shopping with online research.

?While showrooming is a reality, showrooming doesn?t necessarily mean that I am buying in store,? Mr. Lange said. ?It means I am looking for other kinds of influences.

?A lot of times, the actual purchase still happens online,? he said.

The upshot is that consumers realize they can spend $199 for a specific item in store or they could spend another ten minutes researching online to find a better deal. This is making shoppers more indecisive and not making an active decision as easily, is both a challenge and an opportunity for marketers if they can help shoppers by providing mobile solutions.

Marketers also need to keep in mind how mobile is impacting the shopper journey. Previously, the shopper journey was very linear, with shoppers identifying a need, doing research and then going to a store to make a purchase.

But now that shoppers have mobile phones with them at all times, shopping is a continuous journey with users able to switch from being in the research phase to purchasing stage at any time.

?These days, we have to look at journeys as continuous journeys,? Mr. Lange. ?Consumers can switch and become a shopper or switch back and become a consumer at any given time.

?So I have to make sure I understand my consumer?s journey as a continuous loop rather than as distinct slices of where they maybe in one journey,? he said.

Final Take
Martin Lange is global head of  at Ogilvy & Mather, New York