mobile is not a channel
TRANSCRIPT
Mobile Is Not A Channel…It Is A Way Of Life
Consumers Have Embraced Smart Mobile Devices
Confidential
72%% of U.S.
Households with 1 or more smartphones
Source: Consumer Electronics Association May, 2015
Consumers Have Embraced Smart Mobile Devices
Confidential
Source: Consumer Electronics Association May, 2015Source: Salesforce.com February, 2014
40%% of U.S.
Households with 1 or more
tablet
Source: FinancesOnline.com “Comparison of American’s Weird Habits” April, 2014Source: Inc. Magazine December, 2014
Mobile Is Integrated Into Our Lives
61%Confidential
Source: FinancesOnline.com “Comparison of American’s Weird Habits” April, 2014
Mobile Is Integrated Into Our Lives
Confidential
Retail: Mobile Is Part Of All Marketing (Even Offline)
Confidential
Direct Mail 76+% of consumers initiated purchase
via mobile device after being influenced by direct mail
Television ~12% of television viewing is
consumed via mobile device
Retail 67% of consumers have shopped via
smartphone while in the store
Smartphone Shoppers
Source: NuXpression January, 2015
Active Messaging: SMS/MMS SMS/MMS often managed by email or digital
CRM teams
Mobile Properties: Apps/Push and Mobile Web Apps and App Push is typically outsourced Mobile Web is often owned by eCommerce
Manager and managed by IT
Most Marketers Have a Limited View of “The Mobile Channel”
Confidential
The Reality: Consumers Use Mobile Devices For Everything
Source: Flurry Analytics September 2014
Confidential
Mobile is treated as a segregated channel because…
Marketing
Is managed by calendar and crisis
Is often measured by direct conversion
Is subject to/constrained by organizational realities
The Channel Marketing Trap
Confidential
Treat Mobile as an engagement vehicle, not a channel Integrated component of all marketing channels Fund mobile optimization of all content delivery channels
Invest in Mobile training for Marketing, Operations and IT Consumer Identification, Privacy and Compliance,
Optimization, Analysis, Attribution Industry Trends, Consumer Engagement
Eliminate Channel Contribution Analysis Embrace fractional attribution analysis Re-Think KPI’s
Overcoming The Channel Mentality
Confidential
Rethink Consumer ID strategy Progressive consumer identification Digital Fingerprinting vs. traditional ID management
Integrate contextual data Technographic and Geographic Data Digital Fingerprinting vs. traditional ID management
Overcome organizational constraints Merge addressable and acquisition marketing Blend variable compensation models Eliminate channel fiefdoms
Overcoming The Channel Mentality
Confidential
Source: NuXpression January, 2015
Managing Mobile Identification Is The Key To Unlocking ROI
Confidential
Mobile = Marketing
Confidential
Thank You!
Matthew Ball
COO and EVP of Strategy and Planning
nGage Labs
Confidential