MOBILE –MAKING SENSEBlackRockCURRENTSOF THE MOSTPERVASIVECHANNEL+44 207 612 1910 / INFO@SPONGEGROUP.COM
1. WHO WE ARE                                           Founded in 2002.WE                                         Pure-pl...
ABOUT SPONGEWE’VEDONEGREATWORKWITH… +44 207 612 1910 / INFO@SPONGEGROUP.COM              3
+44 207 612 1910 / INFO@SPONGEGROUP.COM   4
LONDON2012.COM STATS  431m visits  109m unique users  15m app downloads  4.73bn page views  4.7m social followers.  60% vi...
THE PARADOX OF MOBILE  +44 207 612 1910 / INFO@SPONGEGROUP.COM   6
THE GOOD, BAD AND THE UGLY   On average, the time difference between first   search and purchase is one month on the web  ...
THE GOOD, BAD AND THE UGLY    34% of US smartphone users cancelled their   planned purchase in store, due to information  ...
THE GOOD, BAD AND THE UGLY      70 % of smart phone users research products                       in store       over 15% ...
THE GOOD, BAD AND THE UGLY        80% of companies advertising on Google in          the UK do not have a mobile optimised...
THE GOOD, BAD AND THE UGLY            488 million smartphones were shipped           during 2011, compared to 415 million ...
THE GOOD, BAD AND THE UGLY        4 out of 10 shops will shut in the next five years          as consumers turn their back...
THE MOBILE CONUNDRUM               Mobile is the ultimate personal        device. ItIt can drive loyalty better         de...
MOBILE STRATEGY Don’t Develop a mobile        strategy    Develop a strategy for    your mobile audience  +44 207 612 1910...
Mobile has both caused and enabledan irrevocable change in consumerbehaviour +44 207 612 1910 / INFO@SPONGEGROUP.COM   15
‘The end of lying?’                                             Gerd Leonhard – Media Futurist   +44 207 612 1910 / INFO@S...
ANDYET…..+44 207 612 1910 / INFO@SPONGEGROUP.COM   17
VAST MAJORITY OF CMOs AREUNDERPREPARED TO MANAGE THEIMPACT OF KEY CHANGES IN THEMARKETING ARENA   +44 207 612 1910 / INFO@...
Consumers don’t need (want) marketing                                            Source: Strange PR  +44 207 612 1910 / IN...
PREFERREDSOURCE OFPRODUCTANDSERVICEINFORMATION% social mediausers Source Nielsen 2011        +44 207 612 1910 / INFO@SPONG...
MOBILE AMPLIFIESTHE POWER OFCUSTOMER REVIEWSITES  +44 207 612 1910 / INFO@SPONGEGROUP.COM   21
MOBILE CHANGESTHE WAY WEINTERACT WITHOURENVIRONMENT…  +44 207 612 1910 / INFO@SPONGEGROUP.COM   22
Case Study - Nike….AND INFLUENCESOUR DECISIONSBASED ON THATLOCATION     +44 207 612 1910 / INFO@SPONGEGROUP.COM   23
DON’T THINK IN SILOS…THE DANGERSOF ATTRIBUTIONAOV is c. 20% lower3 x as many visits to Store Finder thandesktop site      ...
BUT: INTEGRATION IS ESSENTIAL   +44 207 612 1910 / INFO@SPONGEGROUP.COM   25
MOBILE IS THE GLUE IN THE SHOPPERJOURNEY   +44 207 612 1910 / INFO@SPONGEGROUP.COM   26
SHAPING A MOBILE APPROACH  Longer = CRM  Longer                  Wider = mobile web      +44 207 612 1910 / INFO@SPONGEGRO...
RECOGNITION OF THE NEED FORQUALITY 80% of branded applications get less than 1,000 downloads         “Let’s build an app” ...
OPTIMISED SITES DELIVER IMMEDIATETRAFFIC GROWTH                                                      2014-2015: Mobile web...
CHALLENGE OF CONTEXT ANDATTRIBUTIONIts not just about screen size but aboutdevice type and context for devicecontent      ...
BUILDING A RELATIONSHIP Did you know 5 Birds Eye Chicken                                  Have you tried Dippers have     ...
2. WHAT WE DOCREATE EXCITEMENTSponge developed the Monopoly game forMcDonalds to build the largest retail gamingpropositio...
ADD FURTHER VALUE1. Collect to win game – Users collected   properties and could enter when they have   full set (2, 3 or ...
CASE STUDYINTERFACE ANDCATALYST FOR SOCIALMEDIA SHARINGSponge helped Bacardi drive sales ofMojito cocktails in Revolution ...
CASE STUDYINTERACTIVE RICHCONTENTSponge has built a mobile hub for Adidasacross web and apps allowing teens toshowcase vid...
CONNECTING WITH CUSTOMERS ALLYEAR LONGLocal servicesTraffic informationMechanical dataServices reminderBreakdown and insur...
CASE STUDYM-COMMERCESponge helped Dyson design andbuild an m-commerce site thatbeautifully reflected their brandvaluesAdhe...
CASE STUDYDIGITISING THEPHYSICALENVIRONMENTSponge helped Evans apply QRcodes to price tickets and printcampaigns to send u...
Hype vs Substance  Hype                                       Substance  QR codes  App creation tools  (most) Branded Apps...
Hype vs Substance  Hype                                       Substance  QR codes                                   NFC  A...
THANKYOU+44 207 612 1910 / INFO@SPONGEGROUP.COM
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  • Maybe its what Gerd Leonhard calls the end of lying. He spoke about this at an MMA event earlier this year. The idea that the internet and in particular the mobile internet means it will be almost impossible for brands to make false claims, hide poor service records, product recalls etc.
  • The answer is because is bloody hard. Take a look at the top four concerns of CMO’s globally according this study released last week by IBM and The IDM. Marketers are unprepared for a world of data, social media, mobile and the demands of Millennials and Generation Y
  • There are plenty of other places to go to get information and views about products
  •  Social Networking The NIKE Way True City - make the hidden visiblehttp://www.mobiadnews.com/?p=4289#more-4289 It seems as though the Nike brand has always been about more than just sportswear and sneakers. People are passionate about the brand, and with products like the Nike Plus, Nike has become a regular part of their customers’ lives.Now Nike is taking this one step further with their mobile app campaign Nike True City. This is a location-based city guide - with a social media component - for six of Europe’s most interesting cities, all done with Nike style and flair. Check it out.London, Paris, Berlin, Milan, Amsterdam, and Barcelona - six of the most interesting and culturally active cities in the world. There is so much happening in each of these locations that the real question is how to find what matches your interests. This is where Nike’s True City app comes in. The True City app was created by agency AKQA, and tries to “make the hidden visible” through the knowledge and insight of Nike Insiders - local tastemakers who pride themselves on being at the forefront of things happening in their cities. City InformationThe app covers a wide range of content from food and drink to art, shopping, culture, music, and sport. The information is geo-tagged and displayed on a local map with icons. You can also use a filter to only display content entries of a certain type to help focus your activity.When you touch one of the items, you get a small window with more details about that place, some personal comments from the contributor, the location, photos, etc. And to support the social network aspects of the app, you can leave a comment, share it with a friend, add more information, or add it to your favorites.There is also a special QR code reader, which will let consumers “unlock” special content in certain locations.Curators and Crowd-sourcingThe information comes from two sources: “Nike Insiders” as well as the general public.The Nike Insiders are designated people in each city that share their favorite places and hidden treasures. According to Nike, “these cultural authorities take pride in owning their cities and sharing their knowledge with likeminded Nike lovers.”The Nike Insiders also each have a personal profile page so you get to know them a bit, their lives, their interests.And of course anyone from the general public is also able to register and add their own unique perspective and discoveries about the city. The best of these citizen contributors, as judged by their peers, will have the chance to become Nike Insiders themselves.Product engagementAs this is after all a marketing app, Nike has also included a fair amount of information to keep people engaged with the products.Naturally - since it’s a city guide - there is a store finder with click to call, website links, and a way for consumers to add comments.Even more interesting is what Nike calls the Buzz Filter. This provides previews of upcoming events and product launches. A lot of Nike fans are passionately interested in each new model that Nike releases. This app provides not only photos of upcoming products, but also a launch date countdown time, plus information about the design and designer. Marketing the appNike has launched a widespread PR campaign to get the message out to Nike fans, and is advertising the True City app on its website. They have also Some produced a very slick video that introduces the app and gives a flavor of what to expect. It’s worth watching.Conclusionpeople in the blogoshere have questioned the usefulness of a city guide from a brand such as Nike, and suppose that consumers will prefer to get their information from companies whose entire business is providing data.However, I think this view misses the point entirely. A consumer’s real problem these days is not in finding enough information, rather it is finding the most relevant information. We all know that one of the best ways to find relevant information is through the recommendations of people who share your interests. The Nike community is exactly that: a group of people that share some common interests, values, and activities. In my view, brand focused social apps such as this may well prove to be an excellent source of great recommendations for the people in the community
  • As is having a multi-channel solution because…..
  • Sponge - Mobile Making Sense of the Most Pervasive Channel

    1. 1. MOBILE –MAKING SENSEBlackRockCURRENTSOF THE MOSTPERVASIVECHANNEL+44 207 612 1910 / INFO@SPONGEGROUP.COM
    2. 2. 1. WHO WE ARE Founded in 2002.WE Pure-play agency for mobileKNOW and tablet activity. Offices in London, WestMOBILE Africa and East Africa. Led by insight and creativity, powered by in-house technology. Multi-award winning. Alex Meisl, Sponge Chairman: Also Chairman of the Mobile Marketing Association. Jo Rabin, CTO: Co-chair of the W3C committee on mobile standards. +44 207 612 1910 / INFO@SPONGEGROUP.COM 2
    3. 3. ABOUT SPONGEWE’VEDONEGREATWORKWITH… +44 207 612 1910 / INFO@SPONGEGROUP.COM 3
    4. 4. +44 207 612 1910 / INFO@SPONGEGROUP.COM 4
    5. 5. LONDON2012.COM STATS 431m visits 109m unique users 15m app downloads 4.73bn page views 4.7m social followers. 60% via mobile +44 207 612 1910 / INFO@SPONGEGROUP.COM 5
    6. 6. THE PARADOX OF MOBILE +44 207 612 1910 / INFO@SPONGEGROUP.COM 6
    7. 7. THE GOOD, BAD AND THE UGLY On average, the time difference between first search and purchase is one month on the web and one hour on mobile +44 207 612 1910 / INFO@SPONGEGROUP.COM 7
    8. 8. THE GOOD, BAD AND THE UGLY 34% of US smartphone users cancelled their planned purchase in store, due to information they got from their mobile phone. +44 207 612 1910 / INFO@SPONGEGROUP.COM 8
    9. 9. THE GOOD, BAD AND THE UGLY 70 % of smart phone users research products in store over 15% of online Christmas shopping via a mobile device > 50% smartphone penetration +44 207 612 1910 / INFO@SPONGEGROUP.COM 9
    10. 10. THE GOOD, BAD AND THE UGLY 80% of companies advertising on Google in the UK do not have a mobile optimised version of their website +44 207 612 1910 / INFO@SPONGEGROUP.COM 10
    11. 11. THE GOOD, BAD AND THE UGLY 488 million smartphones were shipped during 2011, compared to 415 million PCs +44 207 612 1910 / INFO@SPONGEGROUP.COM 11
    12. 12. THE GOOD, BAD AND THE UGLY 4 out of 10 shops will shut in the next five years as consumers turn their backs on traditional stores in favour of online shopping +44 207 612 1910 / INFO@SPONGEGROUP.COM 12
    13. 13. THE MOBILE CONUNDRUM Mobile is the ultimate personal device. ItIt can drive loyalty better device. can drive disloyalty better than any other channel +44 207 612 1910 / INFO@SPONGEGROUP.COM 13
    14. 14. MOBILE STRATEGY Don’t Develop a mobile strategy Develop a strategy for your mobile audience +44 207 612 1910 / INFO@SPONGEGROUP.COM 14
    15. 15. Mobile has both caused and enabledan irrevocable change in consumerbehaviour +44 207 612 1910 / INFO@SPONGEGROUP.COM 15
    16. 16. ‘The end of lying?’ Gerd Leonhard – Media Futurist +44 207 612 1910 / INFO@SPONGEGROUP.COM 16
    17. 17. ANDYET…..+44 207 612 1910 / INFO@SPONGEGROUP.COM 17
    18. 18. VAST MAJORITY OF CMOs AREUNDERPREPARED TO MANAGE THEIMPACT OF KEY CHANGES IN THEMARKETING ARENA +44 207 612 1910 / INFO@SPONGEGROUP.COM 18
    19. 19. Consumers don’t need (want) marketing Source: Strange PR +44 207 612 1910 / INFO@SPONGEGROUP.COM 19
    20. 20. PREFERREDSOURCE OFPRODUCTANDSERVICEINFORMATION% social mediausers Source Nielsen 2011 +44 207 612 1910 / INFO@SPONGEGROUP.COM 20
    21. 21. MOBILE AMPLIFIESTHE POWER OFCUSTOMER REVIEWSITES +44 207 612 1910 / INFO@SPONGEGROUP.COM 21
    22. 22. MOBILE CHANGESTHE WAY WEINTERACT WITHOURENVIRONMENT… +44 207 612 1910 / INFO@SPONGEGROUP.COM 22
    23. 23. Case Study - Nike….AND INFLUENCESOUR DECISIONSBASED ON THATLOCATION +44 207 612 1910 / INFO@SPONGEGROUP.COM 23
    24. 24. DON’T THINK IN SILOS…THE DANGERSOF ATTRIBUTIONAOV is c. 20% lower3 x as many visits to Store Finder thandesktop site +44 207 612 1910 / INFO@SPONGEGROUP.COM 24
    25. 25. BUT: INTEGRATION IS ESSENTIAL +44 207 612 1910 / INFO@SPONGEGROUP.COM 25
    26. 26. MOBILE IS THE GLUE IN THE SHOPPERJOURNEY +44 207 612 1910 / INFO@SPONGEGROUP.COM 26
    27. 27. SHAPING A MOBILE APPROACH Longer = CRM Longer Wider = mobile web +44 207 612 1910 / INFO@SPONGEGROUP.COM 27
    28. 28. RECOGNITION OF THE NEED FORQUALITY 80% of branded applications get less than 1,000 downloads “Let’s build an app” "When brands get it right, the returns can be huge." The problem appears to be that most are getting it wrong. Howard Davies, Media Partner +44 207 612 1910 / INFO@SPONGEGROUP.COM 28
    29. 29. OPTIMISED SITES DELIVER IMMEDIATETRAFFIC GROWTH 2014-2015: Mobile web traffic will Desktop Mobile exceed desktop traffic +44 207 612 1910 / INFO@SPONGEGROUP.COM 29
    30. 30. CHALLENGE OF CONTEXT ANDATTRIBUTIONIts not just about screen size but aboutdevice type and context for devicecontent +44 207 612 1910 / INFO@SPONGEGROUP.COM 30
    31. 31. BUILDING A RELATIONSHIP Did you know 5 Birds Eye Chicken Have you tried Dippers have making a Birds less saturated Eye Fish fat than one sausage? Finger Pie? ….. Crispy Layer fish Chicken & fingers, beans Birds Eye Soya & mash! Beans = a tasty meal! Nutritional Recipe Ideas +44 207 612 1910 / INFO@SPONGEGROUP.COM Cross Category 31
    32. 32. 2. WHAT WE DOCREATE EXCITEMENTSponge developed the Monopoly game forMcDonalds to build the largest retail gamingproposition in the UKIt drove participation and created data captureopportunities with over 16m entries in 2011, and30% via mobile (vs 9% in 2010)Success of campaign has resulted in extending toother EU territories, including France, Spain, Italyand Switzerland for 2012 +44 207 612 1910 / INFO@SPONGEGROUP.COM 32
    33. 33. ADD FURTHER VALUE1. Collect to win game – Users collected properties and could enter when they have full set (2, 3 or 4 pieces). Prizes linked to rarity of the property set.2. Daily bonus game – chance to win 28 x €10,000 over a total of 15m draws across promotion.Recognition3. Badging – Enter the highest number of codes relating to a specific property on the board can become ‘Mayor’ receive other awards.4. Facebook heat map – to show the distribution of prizes won/claimed throughout France +44 207 612 1910 / INFO@SPONGEGROUP.COM 33
    34. 34. CASE STUDYINTERFACE ANDCATALYST FOR SOCIALMEDIA SHARINGSponge helped Bacardi drive sales ofMojito cocktails in Revolution barsby 264% through a Facebook check-in promotionPromotion now re-launched inNovus bars to include mobilevouchers redeemed in bars and anSMS prize draw +44 207 612 1910 / INFO@SPONGEGROUP.COM 34
    35. 35. CASE STUDYINTERACTIVE RICHCONTENTSponge has built a mobile hub for Adidasacross web and apps allowing teens toshowcase videos of their sporting abilities,and discuss and check out the achievementsof their peersEnables multi-layered CRM across SMS,email, push notifications, check-ins to builddialogue, affinity and ultimately sales +44 207 612 1910 / INFO@SPONGEGROUP.COM 35
    36. 36. CONNECTING WITH CUSTOMERS ALLYEAR LONGLocal servicesTraffic informationMechanical dataServices reminderBreakdown and insuranceclaim support +44 207 612 1910 / INFO@SPONGEGROUP.COM 36
    37. 37. CASE STUDYM-COMMERCESponge helped Dyson design andbuild an m-commerce site thatbeautifully reflected their brandvaluesAdhered rigorously to high standardsof design at Dyson whilst creating aunique experience and navigationfor mobile and tablet devices +44 207 612 1910 / INFO@SPONGEGROUP.COM 37
    38. 38. CASE STUDYDIGITISING THEPHYSICALENVIRONMENTSponge helped Evans apply QRcodes to price tickets and printcampaigns to send users tomobile web pagesThese pages contained extrainformation to provide a rich,informative experience anddrive high value purchases +44 207 612 1910 / INFO@SPONGEGROUP.COM 38
    39. 39. Hype vs Substance Hype Substance QR codes App creation tools (most) Branded Apps Being a Mayor +44 207 612 1910 / INFO@SPONGEGROUP.COM 39
    40. 40. Hype vs Substance Hype Substance QR codes NFC App creation tools Location (most) Branded Apps Image Recognition Being a Mayor Vouchering SMS +44 207 612 1910 / INFO@SPONGEGROUP.COM 40
    41. 41. THANKYOU+44 207 612 1910 / INFO@SPONGEGROUP.COM

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