Mobile March-What Do They Want? Mobile Segmentation with Doug Rozen
Upcoming SlideShare
Loading in...5
×
 

Like this? Share it with your network

Share

Mobile March-What Do They Want? Mobile Segmentation with Doug Rozen

on

  • 2,013 views

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 ...

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.

Statistics

Views

Total Views
2,013
Views on SlideShare
1,968
Embed Views
45

Actions

Likes
3
Downloads
78
Comments
1

2 Embeds 45

http://mobilemarchtc.ning.com 31
http://www.slideshare.net 14

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
  • Great insights into the mind of different types of mobile consumers.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • 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

Mobile March-What Do They Want? Mobile Segmentation with Doug Rozen Presentation Transcript

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