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Bringing the Different mobile Users to Life<br />Carlson Marketing’s Mobile Segmentation Study<br />27 March, 2010<br />Do...
Bringing the different mobile users to life<br />How?<br />By creating a master segmentation to answer:<br />Who uses mobi...
3<br />We Are The Relationship Building COMPANY<br />© 2009.  Carlson Marketing Worldwide.  All rights reserved.<br />
Doing it for 70 years<br />AUTO<br />AIRLINE<br />FINANCIAL  SERVICES<br />TECH & TELCO<br />RETAIL<br />CPG<br />TRAVEL &...
Life is not fair<br />We know some relationships are more important than others<br />+<br />ATTITUDES<br />BEHAVIORS<br />...
How We All Use Mobile<br /><ul><li>Overview of Carlson Marketing’s Mobile Segmentation Study</li></ul>© 2009.  Carlson Mar...
Methodology<br />Developed hypotheses on mobile usage habits & technology adoption<br />Substantiated via 3rd party data s...
Mobile Usage Continuum <br />Primary hypothesis:<br />As consumers engage in mobile activities more frequently, usage prog...
The Mobile Usage Personas<br />9<br />14%<br />32%<br />11%<br />16%<br /> Has a mobile phone but uses it for voice servic...
10<br />WHO<br /><ul><li>39, married, has a daughter, lives in a suburb in Orlando, FL.
Educated, works full-time in human resources
Spending time with her family is her top priority
Very social, has a large network, likes to do fun and exciting things, involved in the community
Enjoys photography, going to the beach, country music and playing board games with friends</li></ul>WHAT<br /><ul><li>Has ...
She regularly texts but rarely uses the Internet on her phone
Does not have a land line and uses her cell phone for all of her calls (which is many)
Does not want to receive offers or advertisements on her cell phone
Wants phone that she has to reflect her personal style
Has a shared monthly plan with a contract monthly bill over $100</li></ul>WHERE<br /><ul><li>Is online (on computer) often...
Purchased phone online
Uses social networking as another way to connect with family and friends
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Mobile March-What Do They Want? Mobile Segmentation with Doug Rozen

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Doug Rozen of Carlson Marketing Worldwide presents the results of a new segment study. Consumer readiness, behaviors and user experience expectations are shared at the recent Mobile March mobile event in Minneapolis on March 27th, 2010.

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  • TREAT DIFFERENT RELATIONSHIPS DIFFERENTLYWE IDENTIFY YOUR MOST VALUABLE CUSTOMERS AND USE INSIGHT TO UNDERSTAND HOW TO BUILD STRONGER RELATIONSHIPS WITH THEMNeed to define what falls under each source of insight and how we get it“Valuable”Multi-dimensional, emotional, WOM, beyond lifecycleMeasurement is key“Customers”Focus on conversion and retention, maintaining and strengthening relationshipsKnowledge-based segmentation ensures efficiency, effectiveness and return on marketing dollars
  • Transcript of "Mobile March-What Do They Want? Mobile Segmentation with Doug Rozen"

    1. 1. Bringing the Different mobile Users to Life<br />Carlson Marketing’s Mobile Segmentation Study<br />27 March, 2010<br />Douglas Rozen<br />SVP, Global Lead – Creative, Interactive, Media & Mobile<br />Edrozen@carlson.com<br />P + 1 763 212 4449<br />W www.CarlsonMarketing.com<br />T @dougs_digs<br />© 2009. Carlson Marketing Worldwide. All rights reserved.<br />
    2. 2. Bringing the different mobile users to life<br />How?<br />By creating a master segmentation to answer:<br />Who uses mobile and how<br />Who responds to what marketing<br />Why?<br />Know who to target with what message to attract the best response<br />Understand the expectations (and limitations) of the end user<br />And, to cut-off at the pass the insistent need for an iPhoneapp first<br />2<br />© 2009. Carlson Marketing Worldwide. All rights reserved.<br />
    3. 3. 3<br />We Are The Relationship Building COMPANY<br />© 2009. Carlson Marketing Worldwide. All rights reserved.<br />
    4. 4. Doing it for 70 years<br />AUTO<br />AIRLINE<br />FINANCIAL SERVICES<br />TECH & TELCO<br />RETAIL<br />CPG<br />TRAVEL & HOSPITALITY<br />4<br />© 2009. Carlson Marketing Worldwide. All rights reserved.<br />
    5. 5. Life is not fair<br />We know some relationships are more important than others<br />+<br />ATTITUDES<br />BEHAVIORS<br />BUILD THE RELATIONSHIPS THAT ADD THE MOST VALUE<br />BY UNDERSTANDING WHAT DRIVES EACH PERSON<br />5<br />© 2009. Carlson Marketing Worldwide. All rights reserved.<br />
    6. 6. How We All Use Mobile<br /><ul><li>Overview of Carlson Marketing’s Mobile Segmentation Study</li></ul>© 2009. Carlson Marketing Worldwide. All rights reserved.<br />
    7. 7. Methodology<br />Developed hypotheses on mobile usage habits & technology adoption<br />Substantiated via 3rd party data sources, including:<br />Forrester Technographics<br />comScore’smMetrics<br />MRI <br />Conducted a series of week-long ethnographies<br />Created behaviorally-driven personas<br />Confirmed personas against 3rd party data sources<br />7<br />© 2009. Carlson Marketing Worldwide. All rights reserved.<br />
    8. 8. Mobile Usage Continuum <br />Primary hypothesis:<br />As consumers engage in mobile activities more frequently, usage progresses from voice only to than include messaging, browsing, and downloading<br />8<br />talking<br />Messaging<br />browsing<br />downloading<br />© 2009. Carlson Marketing Worldwide. All rights reserved.<br />
    9. 9. The Mobile Usage Personas<br />9<br />14%<br />32%<br />11%<br />16%<br /> Has a mobile phone but uses it for voice services only<br /> Address book most used function. Regularly text/emails but rarely uses internet<br />No Mobile Phone. Has a land line which he uses for all calls<br /> Occasionally uses SMS and reads/send email. Rarely or Never browses or downloads<br />11%<br />5%<br />5%<br />6%<br />Uses all of the features of the phone for fun, whether SMS taking pics or games <br />Moderate browser & messaging. Not likely to use all of features on their fully loaded phone<br />Heavy SMS, occasional browser. Mobile serves as an “away from the office” alternative to PC<br /> Heavy user of mobile internet, messaging, most likely to receive offers & promotions via mobile<br />Note: Segments are not mutually exclusive<br />© 2009. Carlson Marketing Worldwide. All rights reserved.<br />
    10. 10. 10<br />WHO<br /><ul><li>39, married, has a daughter, lives in a suburb in Orlando, FL.
    11. 11. Educated, works full-time in human resources
    12. 12. Spending time with her family is her top priority
    13. 13. Very social, has a large network, likes to do fun and exciting things, involved in the community
    14. 14. Enjoys photography, going to the beach, country music and playing board games with friends</li></ul>WHAT<br /><ul><li>Has her cell phone with her wherever she goes
    15. 15. She regularly texts but rarely uses the Internet on her phone
    16. 16. Does not have a land line and uses her cell phone for all of her calls (which is many)
    17. 17. Does not want to receive offers or advertisements on her cell phone
    18. 18. Wants phone that she has to reflect her personal style
    19. 19. Has a shared monthly plan with a contract monthly bill over $100</li></ul>WHERE<br /><ul><li>Is online (on computer) often for a variety of reasons, ranging from looking for employment to information on childcare/parenting
    20. 20. Purchased phone online
    21. 21. Uses social networking as another way to connect with family and friends
    22. 22. Media Profile:
    23. 23. Photobucket.com, Facebook, Monster.com, MySpace, Yahoo!
    24. 24. Life & Style Weekly, In Touch, Marie Claire, Elle, Lucky, Cosmo
    25. 25. TLC, Lifetime, E!, Oxygen, reality TV</li></ul>WHY<br /><ul><li>Understands how to use most features on phone, even if she doesn’t use them all
    26. 26. Thinks that the mobile Internet is too expensive & websites take too long to load
    27. 27. Enjoys shopping, but is always looking for the best deal
    28. 28. Is an impulse shopper, likes to have the hot items
    29. 29. Is fairly brand loyal, once she finds a brand she likes she sticks with it
    30. 30. Likes technology because it helps her to simplify her life, stay connected and in the know</li></ul>© 2009. Carlson Marketing Worldwide. All rights reserved.<br />
    31. 31. 11<br />HOW<br /><ul><li>Focus on functional services and messaging
    32. 32. Allow the consumer to have unique interactions that add value to their lifestyle habits and interests</li></ul>VIA MESSAGING<br /><ul><li>Engage to provide timely alerts and non-obtrusive brand interaction</li></ul>Examples <br /><ul><li>SMS Campaigns
    33. 33. Emergency Alerts
    34. 34. News Alerts
    35. 35. SMS Surveys
    36. 36. Text-to-Vote
    37. 37. SMS Coupons
    38. 38. Click to Call</li></ul>VIA BROWSING<br /><ul><li>Optimize browsing tactics with “quick-load” content to facilitate always-at-hand engagement opportunities</li></ul>Examples <br /><ul><li>Low-graphic mobile specific sites
    39. 39. Mobile Search
    40. 40. Click to Call</li></ul>VIA DOWNLOADING<br /><ul><li>Use downloading to support their favorite brands and provide easy access to functional content</li></ul>Examples <br /><ul><li>Shortcuts (to WAP)
    41. 41. Web pushes
    42. 42. Branded Wallpaper
    43. 43. QR Codes offline for exclusive brand/product info</li></ul>© 2009. Carlson Marketing Worldwide. All rights reserved.<br />
    44. 44. The Mobile Usage Personas<br />12<br />Note: Segments are not mutually exclusive<br />© 2009. Carlson Marketing Worldwide. All rights reserved.<br />
    45. 45. 13<br />WHO<br /><ul><li>31, lives with girlfriend in Washington D.C.
    46. 46. Post grad degree, employed full-time in tech sales, very career oriented but still likes to have fun and be entertained
    47. 47. Likes to stay fit and lead a healthy lifestyle
    48. 48. Very social, likes to spend time with friends, play pool, participate in fantasy sports and go to bars/nightclubs</li></ul>WHAT<br /><ul><li>Prefers to buy products that reflect his status and are consistent with his image
    49. 49. Willing to pay extra for products with the newest technology
    50. 50. Does not have land line, uses cell phone for all calls
    51. 51. Has an Apple iPhone with everything plan from AT&T. Work pays for cell phone bill
    52. 52. Frequently downloads apps, watches videos and surfs the net on his phone
    53. 53. Hacks technology in order to improve performance & customize to his needs </li></ul>WHERE<br /><ul><li>Very high mobile Internet usage. Uses for both work and entertainment
    54. 54. Very likely to use phone to receive coupons or promotions
    55. 55. Watches live video, sports on phone.
    56. 56. Media habits:
    57. 57. iTunes, Flickr, CNET, wsj.com, ESPN.com, Facebook
    58. 58. GQ, Game Informer, Fortune, Maxim, Men’s Fitness, SI
    59. 59. Adult Swim, MTV 2, ESPN Classic , FOX Sports</li></ul>WHY<br /><ul><li>Very tech and mobile savvy. High on the adoption curve, likes to be a leader
    60. 60. Prides himself on being the 1st to have new technology and being the go-to person for friends
    61. 61. Up-to-date on the latest and greatest apps, upgrades and other new and trendy ways to use phone
    62. 62. Likes to impress people with his lifestyle, the mobile phone is a part of identity
    63. 63. Always looking for next best device, replaces outdated technology yearly
    64. 64. Technology is fully integrated into his life</li></ul>© 2009. Carlson Marketing Worldwide. All rights reserved.<br />
    65. 65. 14<br />HOW<br /><ul><li>Be careful in marketing to Mavericks: Know what you want to get out of their engagement or risk losing their attention
    66. 66. Provide a fully immersive handheld connection to brands and content
    67. 67. Allow unique interactions that add value to their lifestyle and push the technology envelope</li></ul>VIA MESSAGING<br /><ul><li>Utilize messaging tactics to provide regularly one-to-one interaction with consumers and to direct users to more advanced engagements</li></ul>Examples <br /><ul><li>Text-to-Vote
    68. 68. MMS Sweepstakes
    69. 69. Location-based Content</li></ul>VIA BROWSING<br /><ul><li>Optimize browsing tactics with content to facilitate always-at-hand brand engagement opportunities</li></ul>Examples <br /><ul><li>Rich mobile sites
    70. 70. Mobile Banner Ads
    71. 71. Mobile Video
    72. 72. Mobile Search
    73. 73. Click to Call
    74. 74. QR Codes</li></ul>VIA DOWNLOADING<br /><ul><li>Use downloading to provide easy access to all the content needed personally & professionally</li></ul>Examples <br /><ul><li>Augmented Reality
    75. 75. Applications
    76. 76. Mobile Ticketing
    77. 77. Mobile Payments
    78. 78. Ringtones
    79. 79. Wallpapers/Themes</li></ul>© 2009. Carlson Marketing Worldwide. All rights reserved.<br />
    80. 80. The Mobile Usage Personas<br />15<br />Device of choice (illustrative)<br />Pink Motorola Sidekick<br />No mobile, only a land line<br /> Old-school flip phone<br /> Out of date Nokia phone<br />iPhone, not the newest model<br />Palm Pre / HTC Touch<br />iPhone 3G S<br />Work: Blackberry; Personal: LG<br />© 2009. Carlson Marketing Worldwide. All rights reserved.<br />
    81. 81. 16<br />Never to Very Rarely<br />Rarely to Infrequently<br />The Mobile Usage Personas<br />Occasionally to Regularly<br />Moderate<br />Technology Adoption<br />Very Frequently<br />© 2009. Carlson Marketing Worldwide. All rights reserved.<br />
    82. 82. The Mobile Usage Personas<br />17<br />In-going hypothesis confirmed: As mobile usage increases, so to does consumer adoption and the use of additional functions and features<br />© 2009. Carlson Marketing Worldwide. All rights reserved.<br />
    83. 83. The Mobile Usage Personas<br />18<br />Yet, the most tech-savvy users are using the phone less as a phone to connect through voice<br />© 2009. Carlson Marketing Worldwide. All rights reserved.<br />
    84. 84. Applying the Segmentation<br /><ul><li>Know who to target with what message to attract the right response</li></ul>© 2009. Carlson Marketing Worldwide. All rights reserved.<br />
    85. 85. 20<br />© 2009. Carlson Marketing Worldwide. All rights reserved.<br />
    86. 86. Douglas Rozen<br />SVP, Global Lead – Creative, Interactive, Media & Mobile<br />Edrozen@carlson.com<br />P + 1 763 212 4449<br />W www.CarlsonMarketing.com<br />T @dougs_digs<br />© 2009. Carlson Marketing Worldwide. All rights reserved.<br />
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