'Mobile and Marketing' Christina Trampota - Mobile Leader + Principal, CGM Global

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Presented to Latino Startup Alliance event - September 19, 2013
Speaker: Christina Trampota, Mobile Leader, CGM Squared - http://about.me/tektalk
Location: Impact Hub, San Francisco

Http://www.LatinoStartupAlliance.org

Published in: Technology, Business
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'Mobile and Marketing' Christina Trampota - Mobile Leader + Principal, CGM Global

  1. 1. Mobile and Marketing ChristinaTrampota CGM Squared
  2. 2. Agenda ▪ MobileToday ▪ Mobile Marketing ▪ Mobile Future
  3. 3. Worldwide Mobile Infographics http://www.mobileapptesting.com/all-the-mobile-app-stats-you-need-in-one-infographic/2013/03/
  4. 4. Mobile Devices and Customer Behavior Mobile First ▪ Design for the mobile experience before others Consumer Behavior ▪ First thing you do when you wake up – 18-44 yr olds (IDC) ▪ They have their smartphones with them 22 hours/day Experiences for Brands, Retailers and Media ▪ 78% of US Population:The "disconnecteds, dabblers and roamers" are the least engaged (Forrester) ▪ 22% are the most engaged segments as "adapters, immersers and perpetuals," who are the most affluent and influential of all customers
  5. 5. Surge in Mobile Internet Traffic
  6. 6. Mobile Growth is Everywhere
  7. 7. Market Share by Mobile Operating System
  8. 8. Growing Group of Smartphone Users in US Who carries a smartphone? ▪ 50.9% of Female ▪ 50.1 % of Male ▪ 2/3 of those age 25-34 ▪ Almost 3/5 off Hispanic Users ▪ Asians lead smartphone adoption with 67.3%
  9. 9. Hispanic Mobile Consumer Trends What is attractive to this user base? http://www.nielsen.com/us/en/newswire/2012/hispanics-in-u-s-highly-active-on-mobile-and-social.html
  10. 10. Time on Mobile vs. Television 168 min/day158 min/day Source: Flurry 2013
  11. 11. Growth In Mobile Marketing A Great Deal of Mobile Phones that are still “dumbphones” (2012) ▪ 1B Smartphones vs 6B Mobile Phones overall Mobile Represents 15% of GlobalWebTraffic Twice as many mobile devices sold as PCs Source: BI Intelligence 2012
  12. 12. What is Mobile Marketing Mobile Marketing Mobile Apps Mobile Websites Mobile Messaging Mobile Search Mobile Location Services Mobile Advertising
  13. 13. Four P’s of Mobile Marketing ▪ Place ▪ Promotion ▪ Personalization ▪ Purchase
  14. 14. Places: Location Based Marketing ▪ Ads ▪ Push Notifications ▪ Phone number ▪ GPS ▪ In app alerts/deals ▪ Event Attendance/Check In
  15. 15. Promotions: Coupons, Deals and Discounts Retail Specific Apps & Programs ▪ Macy’s ▪ Cabela’s Discount Apps ▪ Shopkick ▪ RetailMeNot ▪ Shoping Center/District Apps
  16. 16. Personalization Unique consumer experience ▪ Retail LoyaltyCard ▪ Purchase History ▪ Pricing/Discounts Data ▪ Name ▪ Geography/Location ▪ Segment/Differences ▪ Date and Time
  17. 17. Purchase and Payment on Mobile Mobile Payment Options ▪ PaymentTerminals ▪ Square and related options ▪ NFC/MobileWallet ▪ Mobile Banking ▪ Security/Privacy
  18. 18. Technology of Mobile Marketing Variety of Options for Mobile Marketing Campaigns SMS QR Codes NFC Photo Video
  19. 19. Mobile Marketing Today
  20. 20. Innovative Brand Moves in Mobile http://www.youtube.com/watch?v=UYy1GmJgFXA Nivea Ad in Brazil -Solar Charger forCell Phone
  21. 21. Mondelez Mobile Futures Programs 7 new pilots in 90 days in the US Market / 5 startups in plan for Brazil Programs
  22. 22. Mobile Success: L'Oreal and Retail Data
  23. 23. Cabela’s
  24. 24. Macy’s
  25. 25. Future Plans for Mobile
  26. 26. Introducing Mobile into your Marketing ▪ Mobile is a global transition in marketing ▪ Define how this applies to your business or brand ▪ Consider adoption requirements to succeed ▪ Customization, Ease and Metrics
  27. 27. Metrics and Measurements for Mobile ▪ Increasing Customer Engagement ▪ Improve Customer Satisfaction ▪ Generate Direct Sales ▪ Appear Innovative ▪ Acquire New Customers ▪ DriveTraffic and Sales from Other Channels ▪ Build Loyalty ▪ Increase BrandAwareness ▪ Test and Learn ▪ Reach Specific Customer Segments Source: Forrester 2013
  28. 28. Global Differences ▪ Smartphone Penetration ▪ Mobile Network Services and Fees ▪ Pricing andTariffs ▪ User Preferences and Patterns ▪ Link between mobile and spending
  29. 29. Future Outlook on Mobile Marketing Trends Cross Channel Attribution Responsive Design Big Data
  30. 30. Christina Trampota christina@cgmsquared.com @tektalk THANK YOU

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