mobile: powering anytime any place communications
DESCRIPTION
Consumers demand brands that are always open and always available. Integrating mobile communications into your marketing mix gives customers a brand they can connect with anytime, any place. By fully embracing mobile, your brand can: - Drive a constant dialogue - Create effective cross-channel program management - Deliver new customer connection opportunities - Extend existing relationshipsTRANSCRIPT
COPYRIGHT 2009 RESOURCE INTERACTIVE. PROPRIETARY AND CONFIDENTIAL.
Powering Anytime, Anyplace CommunicationsWhy Integrating Mobile is imperative
Presented by:
Troy Gibson, Director of Technology & Mobile Offering Champion
Dan Shust, Director of Emerging Media
what we’ll cover
• Why integrate mobile now
• How mobile can be quick and impactful
• Where mobile is going
The mobile phone may be the most prolific consumer
product ever invented.
quick facts about mobile
• 3.2 billion mobile subscribers in the world and expected to grow by at least a billion in the next few years
• Mobile phones are more prevalent than cars and credit cards
• It took 100 years for landline phones to spread to more than 80% of the countries in the world, wireless did it in 16
• Fewer teens are buying watches now because they use their phones to tell time instead.
quick facts about mobile
• A recent study of Chinese mobile customers showed that the majority of them sleep within a meter of their phones.
• The phone that you have in your pocket, pack, or handbag is ten times more powerful than the PC you had on your desk 9 years ago
• Most mobile users in the world have never had a PC
• Functions of mobile phones go far beyond calling
mobile is changing expectations
• Constant connectivity heightens the on-demand expectation
• Content now must meet finely tuned relevance
AWARENESS CONSIDERATION SELECTION LOYALTY
Friends & Neighbors
Mass Media
message
Grocery staff
At shelf/on pack
messaging
Impact of traditional brand communications at the onset of the consumer purchase journey is decreasing
PURCHASE
• Proliferation of new interaction points• Opportunities for new partnerships• Journey varies by target
a new customer journey
mobile is changing the consumer journeyA ForeSee Results* study found
• 29% of U.S. consumers have used a mobile phone while shopping in a retail store.
• 72% have called someone about a product they might purchase
• 40% have sent a picture of a product they might purchase
• 24% have used an m-commerce site or application to compare prices
• 5% have used an m-commerce site or program to look up product reviews.
* Internet Retailer January 16, 2009
opportunity rings
• Enhance consumer engagement
• Integrate all customer touchpoints
• Extend overall brand messaging
• Improve deliverability of on-demand content
• Elevate the entire experience
Start now so you can hook mobile consumers and evolve
your program as mobile technology evolves.
build a mobile web site
• Focus on providing relevant ‘in the moment’ information to support consumer purchase intent
• Site Search
• Store locator
• Product Information
• Ratings and Review information
• Customer Service Information
• Pull data from your existing online presences
build a mobile web siteBenefits:
• Low cost
• Audience accessing the information is extremely engaged
• Mobile audience is growing dramatically
Mobile VisitorsJun 08 - Jan 09
0
100
200
300
400
500
600
700
800
J un 08 J ul 08 Aug 08 Sep 08 Oct 08 Nov 08 Dec 08 J an 09
Visits
build a mobile web siteOther Considerations:
• Include Mobile Video where appropriate – Mobile video watching increased 11% from Q2 2008 to Q3 2008 that equates to over 3.5 hours per month according to Nielsen1
• Aggregate information to help guide the user
• An estimated 85 percent of iPhone users browse the Web on their handset (M-Metrics)2
• Optimizing the experience does not mean sacrificing a good creative execution
1 Nielsen Report - A2/M2 Three Screen Report3rd Quarter 2008
2 Mobile Marketer – Jan 29, 2009
build a mobile web site
advertise in the mobile space
• Support overarching marketing initiatives
• Drive traffic to the mobile website
• Advertising opportunities include banner advertising and SMS ad insertions
Benefits:
• Mobile ad industry is not saturated
• Higher recall than other online marketing efforts
• Per page ad competition is extremely low
advertise in the mobile spaceOther Considerations:
• The CTA for the user has to have a higher perceived value versus traditional online ads
• On average consumers do not use up more than 50% of the 160 characters available for SMS, this means that space is available for advertising purposes1
• “Marketers need to consider thoughts as well as thumbs when it comes to mobile advertising” – Duncan Southgate, Director at Millward Brown2
• Branded ad awareness increased by more than 30%
• Future purchase consideration increased by 23% among users of the brand and 11% among non-users
1 http://www.tekelec.com/news-&-events/docs/Mobile_Advertising_20May2008_FINAL.pdf
2 http://www.contagiousmagazine.com/News%20Article.aspx?REF=631&IsArchive=false
advertise in the mobile space
Thank for your vote on Project Runway
For Nordstrom’s BP Fashion & exclusive content on your phone, click here:http://nordstrom.mobi
mobile couponing and sampling
• Provide consumers ‘in the moment access’ to trial opportunities – do not lose the sale because of a barrier
• Incentivize behavior at the proper moment
• Mobile coupon redemption rates today exceed print coupon redemption – on average 5%–6% versus paper’s 2%
• Consider Loyalty Card loading especially for CPG companies
Benefits:
• Can send regionally to test efficacy of program
• Excellent for reaching younger consumers and ethnic demographics, who use texting instead of email
have a plan for mobile apps• Mobile applications provide greater engagement and utility for the user
• iPhone and iTouch devices are getting the most attention, but RIM, Google, and Microsoft phones will be catching up quickly.
• Information is always available for the user
Benefits:
• Greater brand affinity with your consumers
• Features and functionality that is always on and on-demand
• Be able to answer the question from your boss
• Competition is limited but quickly gaining ground
• Integrate advertising and offers with the experience
have a plan for mobile apps
integrate across platforms
• Provide ‘Send to Phone’ functionality from your online experiences
• Allow people to opt-in to your CRM programs from the mobile experience – SMS or Mobile Web
• Add to your online wish list from your phone
Mobile=Life Hub
the future of mobile
Within the next 1.5 - 3 years we will see dramatic advances in how consumers use these devices to retrieve, share and create information and interactions.
the future of mobile
• The consumers’ behavioral changes will require a sea change with regards to how corporations/brands interact with them.
the future of mobile
• Mobile devices will become the de facto standard for the majority of digital interactions within 3-5 years. (They already are in many areas of the world.)
• All mobile phones will become (in essence) “smart” phones.
the future of mobile
• Netbooks/tablets become very popular.
• True “laptop” computer usage will decline.
• The traditional desktop computer will cease to exist (fuses with entertainment center).
Let’s see what’s on the cutting edge
Android G1
iPhone
Blackberry Storm
advanced device design
Palm Pre
Nokia Morph
Nokia 888
advanced device design
The New York Times ESPN
Nike
better browsing
Apple iTunes App Store
Android Market
Blackberry Application Storefront
OPEN platforms & app stores
branded experiences
Chanel
Ford
Pink
Audi
branded experiences
Nike
KraftThe North Face
Coca Cola
Loopt
OpenTable
Where
Yelp!
location awareness
Ecorio
location awareness
CitySense
Sonic Lighter
location awareness
Boxers vs Briefs
Obama vs McCain
Steelers vs Cardinals
mobile shopping/mcommerce
Walmart Cellfire
Target
Amazon Godiva
coding and taggingMicrosoft Tag
ShopSavvy Android App
Polo QR Code
Many ways to connect
augmented reality
iStylist
Wikitude AR Travel Guide (Android)
augmented reality
augmented reality
SekaiCamera (iPhone)
augmented reality
Translation
Decision Support
Wayfinding
Resource Interactive’s Mobile Capabilities
• Mobile Alerting
• Mobile Experiences
• M-Commerce including Couponing
• Send to (and From) Phone (SMS and MMS)
• Usability Testing for the iPhone
• Mobile Consulting
• iPhone, BlackBerry, and Android Application Development
Q&A
COPYRIGHT 2009 RESOURCE INTERACTIVE. PROPRIETARY AND CONFIDENTIAL.
thank you.http://www.resource.com
http://www.theopenbrand.com
NEW BUSINESSMelissa [email protected]
SPEAKING ENGAGEMENTSMegan [email protected]
PRESSHolly [email protected]