Strategy: Embracing Mobile

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  • Click in the text boxes to edit their content.
  • Mobile spending is growing.
  • Monetate – The Battle for smartphone supremacy | Infographic
  • Click in the text boxes to edit their content.
  • We live in a multi-screen world of connected customers. 90% of our media consumption occurs in front of a screen. As consumers balance their time between smartphones, tablets, PCs and televisions, they are learning to use these devices together to achieve their goals. This multi-screen behavior is quickly becoming the norm, and understanding it has become an imperative for businesses – GoogleSmartphone is the most common starting point – search. (http://www.thinkwithgoogle.com/insights/library/studies/the-new-multi-screen-world-study/)
  • 91% of the users have their mobile phone within arms reach – Morgan Stanley 200789% increase in mobile data consumption between 2011 & 2012 (Neilsen)Smartphones have become so indispensable to our daily lives that 80% never leave home without their phones in hand
  • Brands are trying to harness this access but….
  • Customers expectations keep growing.
  • Mobilize your business by incorporating mobile across the consumer engagement cycle. From awareness to retention, embrace mobile to build a personal relationship with your customer like never before.
  • Here is how you can do it!
  • Toyota Prius: No case study created, but it is a very cool ad unit that enabled audience to interact with the key features of the 3rd generation prius including aerdynamic system, solar roof system, safety and seven airbag systems, etc. Aulani – Disney: https://velti.box.com/s/whddo7xace1zla6ef9x0Macy’s - https://velti.box.com/s/j5xygeg7zc00dk6tmmrs
  • Levi’s/JC Penney: https://velti.box.com/s/fb48o9zdefcq3azvtalz
  • Nautilus: https://velti.box.com/s/hvlog3x3l2e2f0p5uez5New Look: https://velti.box.com/s/lucevig09pfcjp26xagl
  • Fruit Ninja: https://velti.box.com/s/tpy6b3s5xgcsboagg86j4G PayDay: http://www.youtube.com/watch?v=17jSaFoInUA&feature=relmfu
  • It is about reaching the right audience, using the right channels, to drive KPI’s for brands. It is very important to learn the current landscape and user behavior (including channels of communication and itneraction) to drive a data driven, holistic approach to acquire and retain consumers.
  • The future belongs to the marketersthat implement and harness the best tools and technologies across different channels to create value-based, one-on-one relationships with shoppers.Mobile plays an integral part in the connected shoppers’ experience and will shape the future of consumer engagement and retention
  • Strategy: Embracing Mobile

    1. 1. EXPERIMOBENCEILE Harry Patz, Jr Chief Revenue Officer, NA NOVEMBER 14, 2012 hpatz@velti.com
    2. 2. VELTI WAS MOBILE BEFORE MOBILE W A S C O O L Velti reaches 3.5 billionVelti is The iPhone hits Velti files IPO on Velti acquires mCRM consumers across 2,700founded the market the NASDAQ powerhouse Air2Web campaigns 2000 2007 2010 2011 2011 $ 2005 2010 2010 2010 2012 Velti unveils Velti launches Velti acquires Velti acquires Velti signs mobile mGage, the first end-to- mobile ad exchange leading UK largest mobile marketing end mobile marketing & Mobclix mobile agency marketing deal software advertising platform MIG ever for $27M 2
    3. 3. CURRENTSTATE 3
    4. 4. EXPLOSIVEGROWTH & REACH RAPID MOBILE INTERNET ADOPTION SIGNIFICANT MOBILE EXPLOSIVE MOBILE ADOPTION MARKETING AND ADVERTISING Total Shipments in 2011 in million 2,500 1,550 Tremendous Mobile 2,000 $28.9 Phone Penetration! 1,500 1,000 357 258 500 $1.6 0 200720082009201020112012201320142015 TVs PCs Mobile 2007 2014 Phones Mobile Internet Users Source: Desktop Internet Source: Strategy Analytics, DisplaySearch, IDC Source: Users ABI Research Morgan Stanley Equity Research 4
    5. 5. STATE & FUTURE OFMOBILE ADVERTISING Mobile ads perform 4-5 US MOBILE Ad SPENDING times better than online 2011-2016 Billions ads in key metrics such as brand favorability, awareness, an $10.83 d purchase intent. Source: $8.66 HubSpot, 2012 $6.46 $4.31 $2.61 $1.45 2011 2012 2013 2014 2015 2016 Source:Source: eMarketer – January 2012eMarketer – March 2012 5
    6. 6. SMARTPHONESUPREMACY & TRENDSUS SMARTPHONE PENETRATIONSeptember 2012, (%) 88 103% 77 Increase in website traffic 62 from smartphones (Q2 2011 – Q2 2012) 46 Source: Moneta, June 2012 33 23 Source: Every day smartphone Go-Globe.com, Feb 2012 users play 570 years of Angry Birds and watch Of all consumers use2009 2010 2011 2012 2013 2014 600 million videos on 45% smartphones for in-store Source: YouTube Mobile J.P. Morgan based on Gartner, Sep 2012 product research & browsing Source: Google – The Mobile Playbook,, 2012 Source: Google – The Mobile Playbook,, 2012 6
    7. 7. RISE IN MOBILECOMMERCE Smartphones Are an Emerging Point of Purchase 32.25% Increase in physical good The value of remote transactions purchases via mobile for digital and physical goods phones purchased via mobile devices willfrom 393M in 2011 to 580M exceed $730B annually by 2017 in 2014 Source: Sources: Sources: Juniper Research, Oct 2012 Google, Our Mobile Planet Juniper, August 2012 57% of mobile holiday shoppers consider 67% of mobile users say that when they visit a mobile- purchasing their holiday gifts on their mobile friendly site, theyre more likely to buy a sites product or device, while 54% warn retailers of service, while 61% of customers who visit a mobile- consequences of not providing an unfriendly site are likely to go to a competitor mCommerce app. Sources: HubSpot, September 2012 Sources: Google – Our Mobile Planet., iAB, 2012 7
    8. 8. GLOBAL MOBILE MARKETING TRENDS FORMS OF MEDIA IMPACTING PURCHASE DECISIONS MOBILE COUPON USAGE WILL INCREASE IN 2013 THE TRUE INFLUENCE & POWER OF TEXT MARKETINGSources:Mogreet, Is Bigger Always Better , - Infographic 8
    9. 9. THECHALLENGE 9
    10. 10. CONNECTEDI N CONSUMERS A M U L T I S C R E E N W O R L D 10
    11. 11. AN ALWAYS-ON C O N N E C T I O N T O B R A N D S 81% Browse the Internet 80% Never Leave Without67% Their Phones In HandShop Online 43% Plan A Trip 46% Manage Finances 11
    12. 12. BRANDS ARET O COMPETING H A R N E S S T H E P O W E R O F M O B I L E 12
    13. 13. GROWING CUSTOMEREXPECTIONS INSTANT INFORMED Customers know your GRATIFICATIO products, and your competitors N products. Customers are all about RECOGNIZED NOW. COMPARE Customers want to be Customers evaluate customer acknowledged and rewarded. service across industries. VALUED SOCIAL Customers expect value from Customers are socially their interaction with your brand. interconnected 13
    14. 14. EVOLVING SERVICINGTECHNOLOGIES SOCIAL LOCAL MOBILE Social media is now a primary Leverage location based marketing Mobile bridges the social and channel for communicating and to target the right message in right location with personalization that servicing your customers. time at the right location was never possible before 14
    15. 15. 1515
    16. 16. MARKETING F O R AUTOMATION E V E R Y G O A L AND EVERY INDUSTRYAW A R E N E S S E N G AG E M E N T M O N E T I Z AT I O N RETENTIONAUTOMOTIVE RETAIL TRAVEL FINANCE ENTERTAINMENT CPG OPERATORS 16
    17. 17. ENGAGEMENTCYCLE AWARENESSAWARENESS ENGAGEMENT MONETIZATION RETENTIONMobile Advertising Mobile Sites & Apps Large Scale Promotions Multi-channel loyalty solutionsMobile Ad Serving Mobile Alerts & Notifications Inventory Monetization mCRM SolutionsRich Media Ad Creation Mobile Community Management Mobile PaymentsQR codes, Short Codes &Keywords 17
    18. 18. AWARENESS Stories Success AVERAGE CTR 4% vs. industry average 1%-2% AVERAGE CTR 5% AVERAGE TIME SPENT 3X industry average Unique visitors 48000+ AVERAGE TIME SPENT 1:40 Velti drove awareness for the new Prius  Velti helped Disney drive awareness for the  Macy‟s partnered with Velti to drive awareness through an immersive rich media ad unit opening in Hawaii called Aulani via a for their Spring 2011 Collection by mobilizing interactive, rich media ad unit traditional media channels via QR codes The ad unit allowed the audience to interact with key features and benefits of  The ‘gamified’ ad unit encouraged users to  After scanning the QR code, customers were redirected to a mobile landing site where they the new vehicle play a game while exploring the virtual resort could watch a video of Macy‟s star designers and learning about the amenities there and shop the collection. 18
    19. 19. BRAND Success StoriesENGAGEMENT PAGE VIEWS 100M+ AVERAGE TIME SPENT 2X industry average RESPONSE RATE 30% RETENTION RATE 90%  To provide a cross-device mobile experience  Velti helped Levi‟s launch a mobile community to showcasing Ford‟s lineup. The site makes it easier for increase brand awareness for Levi‟s at JCPenney consumers to research and purchase vehicles. and develop an ongoing relationship with  The site has app-like navigation with interactivity customers. including 360 views of vehicles, rotating cube, etc  Incentivized sweepstakes and offers were used to recruit consumers and drive sales! 19
    20. 20. BRAND Success Stories ENGAGEME NT MOBILE SALES REQUEST CLICK SALES 400% REVENUE* 45% ORDERS* 60% 2011-12 95% FOR INFO KIT 21500+ TO CALL 4000+  Velti designed and built New Look‟s fully  Velti developed and hosted mobile sites for various transactional mCommerce site. product lines to satisfy the growing number of mobile  The site integrates into New Look‟s back end visitors, drive awareness and generate leads systems and utilizes the latest developments in  The mobile optimized website provides product mobile technology (Javascript, CSS3 & HTML5) to catalogues, product overviews, promotional offers offer the ultimate mobile shopping experience. and the ability for users to request a product info kitFrom initial launch in April 2011 to July 2011 20
    21. 21. MONETIZATIO Stories SuccessN PARTICIPANTS 1.3M MESSAGES GENERATED 60M AVERAGE ECPM 160% v  Velti delivered a first-of-its-kind „gamified‟ large  Half Brick monetized Fruit Ninja‟s in-app inventory via Mobclix and increasde their ad revenue, while filtering scale campaign in the US exclusively for T-Mobile out spam ads and keeping gamers engaged customers  It was a free, highly engaging, text-based mobile  Mobclix SDK was integrated into Fruit Ninja‟s Android game that tested users‟ trivia knowledge and iOS applications to serve in-app ads and monetize app inventory 21
    22. 22. LOYA Success StoriesLTY PARTICIPATION RATE 35% REDUCED CHURN 20% INCREASED CONSUMPTION* 433% CODES REDEEMED 6.26  Velti helped Vodafone UK launch a loyalty program  Coca-Cola partnered with Velti to deliver a „gamified‟ called Freebee Rewardz cross-channel campaign to increase sales of Nestea  For every phone top up over £5 customers received a  Promoted via traditional, digital and social media code to redeem for instant rewards. Prizes included channels, Velti developed a gamified campaign that Vodafone Network prizes, 3rd party prizes and encouraged consumers to participate in Nestle‟s Virtual discounts, and a mystery Star Reward. Journey marketing program 22
    23. 23. 2323
    24. 24. Acquire Engage ResultsRight Customers Right Channels Revenue & Loyalty MOBILE DISPLAY MOBILE Banners & PURCHASE Rich Media VIDEO MOBILE MOBILE SITE IN-STORE SEARCH TRAFFIC LOYALTY mGAMES OUTDOOR MEMBER Interactive Billboards PRINT APP DOWNLOAD REFERRAL QR code enabled Print Ad HOLISTIC TV CUSTOMER INCREASED Commercials mSOCIAL with Mobile Integration APPROACH USAGE 24
    25. 25. DATA IS STILLTHE KINGright user, at the right time will become a Connecting to the critical competitive differentiator  Develop data profiles for segmentation and targeting  Conduct multivariate testing to identify effective recruitment and engagement mechanisms, prize structures, campaign duration and timing.  Use computer-based decision making and advanced analytics to optimize campaigns in real-time  Consider your audience profile when developing apps and more advanced campaigns 25
    26. 26. MULTI-CHANNEL Mobile Web APPROACH Telephony/ Mobile Messaging Applications Web TV/ Radio Store Print Media Outdoor Media Social Games product Rich Media placement Ad UnitMedia QR code enabled Print Ad Interactive Billboard In-Store TV Spot Poster Mobile Shortcode/ Website Sponsored Website Phone number 80800 Package events Something cnged today. SODA bottles are now coming with hidden codes under the cap. Redeem the codes to collect points and win cool prizes! 26
    27. 27. Mobile Telephony/ Mobile Web Print TV/RadioStore/package Media Outdoor media/ Web Messaging Applications Events Registration 1 +10 points 2 Profiling question +30 points 80800 3Interaction CXV5342445 Thanks! You now have 50entries! Do you know which famous actress Trivia game starring in our TV spot? Reply with A) M.Fox or B) C.Theron for 20 bonus entries +20 points A Congratulations! You now 4 have 70entries Social Media referral post +40 points Event booth 5 check-in +50 points 23 Personalized challenges +80 points 24 Exclusive Rewards +100 points 27
    28. 28. Mobile Telephony/ Mobile Web Print TV/RadioStore/package Media Outdoor media/ Web Messaging Applications Events Redemption Rate: 25%-35% /Customer: 10%-15% Revenue 1.4 m 0.9 m Mobile Web 4-5% 2-4% 4-5% Sponsored Events 0.7 m % MessagingResults Mobile App 2.1 m 4.3 m Web Increased Usage Cross / Up Sell Reduced Service Cost Participation: 50% -70% Reduced Attrition: 15%-25%% 45 % 32 % 18 % 3.5 % 1.5 % Mobile Web Messaging Web Mobile App Sponsored Events Consumer profile Consumer profile 28
    29. 29. “The phone is a no longer the phone, it’syour alter ego. It’s the extension ofeverything we are” Eric Schmidt Executive Chairman Google 29
    30. 30. MARKETING SOLUTIONS ACROSS THE MOBILE SPECTRUM 30
    31. 31. IT‟SBEENBe sure to visit www.velti.com for more information and toread our blog on mobile marketing insights 31
    32. 32. A GLOBAL MARKETPLACE SERVING CUSTOMERS AROUND THE WORLD North America Europe China BrandsBrandsAgencies Agencies South Africa Asia America Brands Operators Brands Operators 32

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