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

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

    • 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
      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
      VIA DOWNLOADING
      • Use downloading to provide easy access to all the content needed personally & professionally
      Examples
      © 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.