mobile strategy seminar 2011
TRANSCRIPT
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MobileStrategy
iUMClientMobileSeminar
Copenhagen,9thJune2011
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Background
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1 out of every7minutes of media consumed today happens on mobile devices
10 BILLION apps have been downloaded to date
Halfof all time spent on mobile Internet is on social networks;a quarterof allFacebook updates come via mobile phones
Source: International Telecommunication Union (ITU) 2010; comScore 2010; TomiAhonen Consulting 2010
5.3B
1.6B
1.4B
1.3B
1.2B
0.8B
MOBILE SUBSCRIPTIONS TO HIT 5B THIS YEAR, GLOBALLYOUR PLANET IS HOME TO 6.8 BILLION PEOPLE!
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ONE THIRD OF MOBILE USERS AROUND THE WORLDCHOOSE MOBILE INTERNET OVER PC ACCESS"
50% among innovatorsSource: Initiative mobile consumer research study, June, 2010
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SMARTPHONES WILL SOON BE MAINSTREAMSURPASSING 50% ADOPTION BY Q3-2011"
5
Mobile
Organization of information Flow of information LocationConvenience
Presence
InternetPersonalComputer
Accumulated benefits +
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SMARTPHONES WILL SOON BE MAINSTREAMSURPASSING 50% ADOPTION BY Q3-2011"
Source: The Nielsen Company
Robust mobile browsing experience coupled with fullQWERTY input fast becoming consumer expectation
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Mobile Trends: Comscore Android CrashingSmartphone Party; ComScore and AdMob
0%
10%
20%
30%
40%
50%
60%
70%
80%
Mobile Media
E-mail BrowserApps
SocialNetworking IM
26%
12%14%
13%
8% 10%
80%
70%65%
59%
43%37%
Non-smartphone Smartphone
RESULTING IN SHIFT TO MOBILE MEDIA & CONTENTPOWER USERS AS MAJORITY
%adoptionam
ongowners
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MOBILE IS ABOUT CONSUMERS THAT ARE MOBILE"
Not just smartphones
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MOBILE IS ABOUT CONSUMERS THAT ARE MOBILE"
Not just smartphones
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MOBILE DEVICES ACT AS OUR CENTRAL HUB TOINFORMATION & COMMUNICATION"
Social Location Rewards
FacebookPlaces
Foursquare
User can check-in
at current location
Share what theyare doing with
friends
Check Friends
Nearby
Earn badges orcoupons from
local merchants
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MOBILE IS BEST AS A PARTICIPATION CHANNEL VS.INTERMITTENT EXPOSURE" Mobile usage of Facebook grew 130%+ between 2009 and 2010,
with mobile users displaying 2X more activity on average"
CONSUMPTION CONTRIBUTION COMMUNICATION mobiles forte
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SMARTPHONESHAVEENABLEDCONSUMPTIONOFMEDIA
THROUGHOUTDAILYROUTINES
Otherdowntime At work
Whileshopping At home
Commuting
WHENDO
MOBILEUSERS
USETHEIR
PHONES?
Source: UM & AOL Study of Smartphone Users
Mobile is changing the locations and contexts of interactionsbetween brands and consumers
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UsingMobileToWin
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MOBILE IS MOST EFFECTIVE WHEN APPLIED TOCONSUMERS CONTEXTS"
TransactionalViralInteractive
Portable Searchable Social
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KEY BENEFITS TO MARKETERS"MobilecanfillanumberofcriFcalrolesformarketers
Closetopoint-of-saleandduringdecisionprocess Extendscampaignreach Responsemechanism Unduplicatedaudiences Cost-effecQvedeliveryofCRM Customizedcontenttoopted-inconsumers Complementstobrandawareness
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MOBILE HAS MARKETING VERSATILITY"
Brand Awareness
Loyalty / CRM
Promotions Integrated Marketing
Couponing
Customer AcquisitionName Capture, Sweepstakes
& Prizing
Trial / Sampling
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MOBILE MARKETING ROADMAP"
Awareness & BrandingBasic Interactivity
Advanced Interactivity &Information
Demand & Lead Generation
Relationships & Loyalty
Presence
Interactivity
New Revenue
Profitable
Relationships
Interactivity & Complexity
Value&
ROI
Mass
Personal
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MOBILE MARKETING ROADMAP"AnAndnotOrWorld:Branding&AcFvaFon
Awareness & BrandingBasic Interactivity
Advanced Interactivity &Information
Demand & Lead Generation
Relationships & Loyalty
Presence
Interactivity
New Revenue
Profitable
Relationships
Interactivity & Complexity
Value&R
OI
Mass
Personal
Awareness & Branding
1:1 Communications
CRM Programs
Actions
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SMARTPHONE MOBILE WEBSITE USAGE"
Chart Source: eMarketer.com
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APPLYING MOBILE TO THE WHOLE MARKETING ECOSYSTEM"
Total TRPs By Daypart By Unit Length
(:15s and :30s)
By Copy Magazine Impressions By Size (Spread vs..
Page)
By Copy Newspaper Impressions
Positive, negative Print,TV, blogs, online Word ofMouth
Major news events(lawsuit)
Seasonality Global economic trends Major news events
Total TRPs
Features Displays In-store
discounts
Price DiscountsPrior PurchaseBehavior
iGRPsImpressions
Site Visits Keyword Search Rich Media Site Mobility
Digital
TV Advertising
Print Advertising
Radio & OOH Advertising
Price & Consumer
Promotions
PR
Trade Promotions &Shopper Marketing
External Influences
BrandSales
Database Cross-sell & Up-sell
Loyalty & CRM
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MOBILEECOSYSTEM
POS
In-Store
LocationAwareKiosk
OutdoorVending
RFID Tags
Bluecasting
Promotions
Retailer Promos
MERCHANDISING
CUSTOMER VALUE
MEDIA
Coupons
Drive
ToStore
Store Maps
Affinity/LoyaltyGroups
CRM/Loyalty
Mobile
Devices&
Apps
In-Game
Display
Niche
Portals
iPhoneSmartphones
PSP/ Gaming Systems
CONSUMERS
Syndication
SEO
Keywords
BlogAggregation
Messaging
SMS
GPS
Newsletters
Circulars
Conversations
Search
Mobile Sites
Support
On-Deck
Paid Media
Applications Widgets Portal AppsMobile Apps
Viral
DirectPurchase
ContentPublishing
Blog Search
Forums
Retailer mobile site
Community
Direct
Indirect
Web-to-Store
Mobile Payments
SKU Lookup
Geek Squad
Knowledge
Base
CustomerService
Manufacturer Promos
Blogs
PR
GeosocialNetworking
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RETAILERMOBILESTRATEGY"
Expanded &
EnhancedLoyalty
Effective
Cross-Selling &
Up-Selling
Informed &ProductiveShoppers
Retailer
Mobile Strategy
MerchandisingMedia
Customer Value
Key Strategic Initiatives
Link to loyalty cards
Interact withconsumers in
the aisle
Promote hotitems, specials
and biggerbasket sizes
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ESPECIALLY FOR SMARTPHONE USERS, MOBILE ISNOT A STANDALONE EXPERIENCE"
have beendriven from
mobile to other
media
follow brandsacross multiple
media
have beendriven to mobile
via other media
use TV andmobile
concurrently
Source: UM & AOL Study of Smartphone Users
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MeasuringSuccess
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MEASUREMENT APPROACH: MEASURING WHAT MATTERS"
FurthestFromSales ClosesttoSales
Metricsgainimportancethecloserthey
gettocontribuQontosales
Awareness Consideration
Intent DrivenInteractivity
Engagement Time spent Purchase Intent
Lead Generation
Cost per Lead Transactions Cost per New
Customer /Transaction
Reach & Exposure
Impressions Clicks / CTR
Branding
TrackingBrandandDirectResponseResults
Loyalty & Advocacy
Cross-Channel ROI Financial contribution to
bottom-line Channel-Specific ROI Cross-Channel
Optimization Strategic Planning and
Forecasting
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MEASUREMENT APPROACH: MEASURING WHAT MATTERS"
FurthestFromSales ClosesttoSales
Metricsgainimportancethecloserthey
gettocontribuQontosales
Awareness Consideration
Intent DrivenInteractivity
Engagement Time spent Purchase Intent
Lead Generation
Cost per Lead Transactions Cost per New
Customer /Transaction
Reach & Exposure
Impressions Clicks / CTR
Branding
TrackingBrandandDirectResponseResults
Loyalty & Advocacy
Cross-Channel ROI Financial contribution to
bottom-line Channel-Specific ROI Cross-Channel
Optimization Strategic Planning and
Forecasting
Loyalty & Advocacy
Cross-Channel ROI Financial contribution to
bottom-line Channel-Specific ROI Cross-Channel
Optimization Strategic Planning and
Forecasting
OpQmizaQon,Tracking,ReporQng
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Examples
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STARBUCKS!
Location-based paidmedia promotion to driveusers to store
Mobilized loyaltycard program toenable payments &boost CRMinsights
Guide to Starbucksproducts + save tofavorites Multichannel, check-in
based social programvia Foursquare
creating FrappBadge and sharewith friend
Starbucks leverages mobile from awareness to transaction
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TARGET360 COVERAGE ACROSS MULTIPLE TACTICS"
PilotingShopkick toreward storevisits
Mobile MyTarget WeeklyAds via SMS,mobile WebiPhone & iPadapps
Ads can bepersonalizedbased onpreference
Opt-in to deals &shopping listspushed via SMSsave couponsfor in-storescanning
SmartRecommendationEngine extendedto mobile web &apps
Consistent
experienceacross web, m-web, apps
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Shopping list
Online Catalog
Store locator
Product line-up
Special offer
and coupon
TARGETEXPANDING PRINT MARKETING TO IPAD"
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MOBILE FOR MOBILE CONSUMERSINVESTING IN CHANNEL BEST SUITED FOR
BRAND PERSONALITY
Workout utilities forNike purchasers
Extension ofsponsorship,promotion viarich mobileexperiences
Nike ID mobileintegration with OOH
exactly where Nikewearers are likely to be
iPhone geo-tagged
content forusers on-the-go looking toget the insidetrack on a city
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CREATING CONTENT DESIGNEDFOR MOBILE USE"
Branded App UrbanhikingpathsusinglocaFon
basedservices Timberlandstoreandproduct
integraFon Outdooradventuregamingandmusic
integraFon
Results 5000+downloadsinfirstmonth 30,000+visitsmonthlytoproduct
catalog
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PROXIMITYTRIGGEREDPROMOTIONS"Geo-Fencing Utilized Placecast opt-in subscribers, utilizing virtual geo-
fences around retail locations and outdoor points of interestthroughout the U.S.
When consumers moved within a specified proximity ofstores, North Face offers were pushed to the user, along withlocation details for the store.
Results
54% of consumers visited The North Face 1-3 times afterreceiving a location-based text alert 41% made a purchase after receiving a location-based text
alert, and another 42% were reminded of an upcomingpurchase they needed to make
48% visited The North Face within 1-3 days after a location-based text alert
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MOBILE MEDIA: AWARENESS"
SMART PHONES AND LOCATION BASED SERVICES
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SMART PHONES AND LOCATION BASED SERVICES"
Best Buy Banner Ad Opens Google Maps to findthe nearest Best Buy
Users can call or get directions tothe retail location near them
LOCATION BASED: 3RD PARTY APPS
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UserLandsonSupermarketsResults
PageandClicks
CoverGirlBanner
BannerExpands
OverContent
UserTouchesRetailer
TheyWanttoShop
RetailerlocaFons
AutomaFcallyappear
MappedoniPhone
MapApplicaFon
LOCATION BASED: 3RD PARTY APPS"
UserScrollsTofind
Supermarkets
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SHIFTING FROM MASS TO MICRO MARKETING"
125M+ downloads inYear 1.
230MM+ PR Mediaimpressions sinceLaunch
3MM web/mobileimpressions in year 1
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IPHONE SLEEP TRACKER APP"Track hours
Tips
History
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ReserveZipcarsaroundthe
corneroracrosstheglobe
UnlockandlockView,extendor
cancelreservaFons
onthego
ZIPCAR"
ENTERTAINMENT AWARENESS INTEREST & TICKET SALES
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ENTERTAINMENT: AWARENESS, INTEREST & TICKET SALES"
ENTERTAINMENT AWARENESS INTEREST & TICKET SALES
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ENTERTAINMENT: AWARENESS, INTEREST & TICKET SALES"
Written and directed by J.J. AbramsProduced by Steven Spielberg
Full-length trailer Tweetedfrom the @Super8Movie
Twitter account"
Viewable on Twitter.com andpopular Twitter clients"
From Twitvid, can be sharedwith friends on Twitter and
Facebook"
In less than 10 hours,amassed 1.5 million views
on TwitVid"
Trending on Twitter ahead of opening day
HOLIDAY GIFT ADVISOR
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HOLIDAY GIFT ADVISOR"
AMERICAN EXPRESS CARD ACQUISITIONS
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AMERICAN EXPRESS CARD ACQUISITIONS"ClickonBanner
Driveto
landingpage
Clicktocall
theAmexcall
center
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BEST WESTERN"Capture consumers making hotel bookingdecisions on the go. ""18 million promotional messages across 3.4million navigation devices were activated by hotelproximity or search. """""""""
Mobile interactions 700Xgreater than PC. ""23% of mobile users becamenew loyalty members""
68% higher than from PC"
"""""
COVERGIRL MCOMMERCE USER EXPERIENCE MOBILE
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COVERGIRL MCOMMERCE USER EXPERIENCE MOBILEMEDIA"
Select Product
""""
Select Quantity &Add to Cart
Complete Checkout
Discovery via mobilemedia banner ad
COVERGIRL MCOMMERCE - MOBILE
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COVERGIRL MCOMMERCE - MOBILE"
Mobile banners and below banner text calls to action""""
Shop Now
Buy Now
Get it!
Buy it!
Click & Shop
Click & BuyClick 2 Shop Now
Click to Buy
Buy In 4 Luxe shades
Shop 4 Luxe shades
Tinted with shimmers
For bold, notice-me lashes
For big, bold, notice-me lashesFor lashes with a hint of shimmer
For bold lashes - Shop Now
For bold lashes - Buy Now
COLLABORATIVE M-COMMERCE
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COLLABORATIVE M COMMERCE"
ReadyU: Parents and college kids stay stocked up
IN- STORE
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IN STORE"
SHOPPER MARKETING
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SHOPPER MARKETING"
Push Online Shopping List to Mobile Mobile ColorMatch
CPG FIRMS EXPERIMENTING WITH MOBILE COUPONS
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3rdPartydeliveryforHuggies,JimmyDean,
Kelloggs,Kotex,Trident
andTyson.
P&Gloadingcouponsontostoreloyaltycards.
Target:firstnaFonalretailertoofferscannablemobilecoupons.
CPG FIRMS EXPERIMENTING WITH MOBILE COUPONS"
MOBILE COUPONING
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Whatworks:
Retailercoupons
Foottrafficdrivers/DiscounQngRetailers:OldNavy,Bath&BodyWorks,McDonalds
MOBILE COUPONING"
MOBILE COUPONING
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Whatscomplicated:
NaQonalcoupons
TrialandpriceincenQves Switchers,lapsedusers
MOBILE COUPONING"
Scanner
Point of Sale System
OpQcalscannersvs.Laserscanners
MOBILE COUPONING
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Thingsarechanging:
Next generation: "Applied Couponing
MOBILE COUPONING"
MOBILE COUPONING
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Thingsarechanging:
Next generation: "Applied Couponing
MOBILE COUPONING"
MOBILE COUPONING
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Thingsarechanging:
Next generation: "Applied Couponing
MOBILE COUPONING"
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&A
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Appendix
PRICING AND SPENDING"
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PRICING AND SPENDING
Media:
TypicalCPMsinmobileadverFsingrangefrom$10-$50
Testbuysaretypicallyinthe$25K-$50Krange, Expandedbuysareinthe$50K-$150Krange, Scaledbuysare$250K+foravg.8weekflights"Sufficiency:
Needtospendatleast$150k/monthgeneralmarketand$75kinsegmented/targeted.
Trial:" BasedonSamplingROIX#ofsamples