Do you know what top marketers are doing globally in mobile? In "Mobile Lessons From Around The World" with Somo and mCordis, Paul Berney showcases what your international colleagues are doing in mobile, and the best ways you can use mobile to connect with customers, abroad and in your own backyard. Get in touch if you'd like more on this topic: hello@somoglobal.com www.somoglobal.com @somoglobal ---------------------------------------------------------------------------------------------- This webinar took place June 23rd, 2014. All materials unless otherwise noted under copyright of Somo.

1. MOBILE LESSONS FROM AROUND THE WORLD
Presenter: Paul Berney – Managing Partner, mCordis
JUNE, 2014

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Agenda
1) Discuss why and how brands have to adjust their mobile marketing efforts for
local and global reach.
2) Share global case studies and examples to illustrate best practices of doing
business in various regions of the world.
3) Explain how these strategies and skills can be applied by US marketers.
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Your Presenters
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Presenter:
Paul Berney
Managing Partner, mCordis
paul.berney@mcordis.com
Moderator:
Michael Becker
Strategic and Market Development Advisor
michael.becker@somoglobal.com

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Don’t forget to follow us on
Twitter: @somoglobal
Join the conversation using the
hashtag: #SomoWeb

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SIMILAR BUT DIFFERENT……

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Trend 1
Mobile is changing
consumer behavior everywhere

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Immigrants
Natives
Dependents

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Mobile Consumer Expectations
 Convenience
 Engagement-Omnichannel
 Real-time
 Dialog
 Participation
 Experience
 Control

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Need States Fulfilled by Mobile
 Connect me to…
 Help me find…
 Update me about..
 Organize my…
 Inform me about…
 Entertain me…
 Let me buy…
 Let me share…

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Understand what MOBILITY means
to your target audience

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The Coca-Cola Company, Brazil

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Lesson – Trend 1
Brands can and should move towards
using PERSONAS

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Trend 2
Mobile is activating traditional media

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Granata Pet Food, Germany

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Audi Vision delivers
interactivity to print through
using augmented reality

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ROYAL CHALLENGERS – AR TICKETSRoyal Challengers AR Tickets

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Heineken, Across Europe

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Lesson – Trend 2
Mobile allows people to
act at the moment of impulse

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Trend 3
Mobile is changing in-store engagement

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Hellmann’s, Brazil

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“Click & Collect,” aka
“In-store pickup” is
on the rise.
ASDA “Walmart”, United Kingdom

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In-store discovery and
recommendation
influenced by Apps

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Tesco, United Kingdom

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Informing Customers
2
• Using Barcode Scanning, QR Codes
and Image Recognition for a
number of years
• QR Codes do provide a simple
function that work
• Have have significant content online
about products and are exploring
how to bring this to life for
customers
• Take advantage of the immediacy of
mobile. Quick access to meaningful
content helps customers.

27. Engaging & Insipring
• Augmented Reality provides an
opportunity to engage and inspire
customers
• The Tesco Discover AR App is popular
with customers reading their magazines
with over 20% CTR
• The partnership with Disney with the
Iron Man 3 Stark Armory AR App was a
huge hit with customers driving them in-
store
• Great content is the key to balancing the
value exchange – exclusive videos,
recipes etc

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Tesco, United Kingdom

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Adidas, Germany

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Lesson – Trend 3
Embrace customers in-store
(apps can be extremely effective)

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Trend 4
Mobile is delivering contextual
relevance at scale in real-time

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Who / What / Where / When
Right Person
Right Message
Right Place
Right Time

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Meat Pack, Guatemala

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Purchase history
Behaviors
Friends
Influences
Reach
Location
Time
Need state

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Data Epicenters
 Social networks
 Mobile operators
 Financial services companies
 Supermarkets
 List brokers
 Consumers
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Marketers New Data Science Skills
 Collection
 Analysis
 Appending
 Refining
 Intuiting
 Offering
 Acting
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Lesson – Trend 4
Contextual relevance is a USP
for mobile marketing

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Trend 5
Mobile is transforming
Customer Loyalty

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The five benefits of “mobile” driven customer loyalty
1. Dynamic opt-in
2. Greater context to the customer situation
3. Real Time Segmentation
4. Greater creativity at Point of Purchase
5. Web analytics + store shopper behaviours
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White Stuff, United Kingdom

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B&Q Club
Building a home for loyal
customers to increase footfall in-
store
B&Q, United Kingdom

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Club benefits at
your fingertips
Available on iOS and Android, the B&Q
Club app makes viewing and redeeming
offers easy with POS integration.
B&Q’s Club App is the
perfect mobile loyalty scheme
ECONSULTANCY
“
”

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339%MONTH-ON-MONTH
ENGAGEMENT SINCE
CRM ACTIVITY STARTED
Over 1
MILLION B&Q
CLUB MEMBERS
75%
NEW SIGN-UPS
VIA MOBILE
+$18
AVERAGE BASKET
VALUE VIA PUSH
NOTIFICATIONS

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OMO, South Africa

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Lesson – Trend 5
Mobile will replace plastic & paper cards and
will be transformed by dynamic opt-in

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Trend 6
Mobile creates new ways to deliver
customer service

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SMS SERVICE GIVES CUSTOMERS ONE HOUR TIME SLOT
& TRACK MY PARCEL LINK.
DPD HAVE SAVED OVER £1MILLION IN COSTS
DPD, United Kingdom

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Premier Inn
Email booking & local information
advice
SMS reminder of booking
SMA pre-booking meal
Directions:
Mms satnav instructions
Or mobile web
The benefits
Big numbers are involved: 1.6 million emails
are sent through Inform & Interact every
month!
On the day, text reminders give further
reassurance there's a room waiting. While
links to maps keep them on the right road,
linking text messages to the mobile web.
They're made use of over 2M times a month,
which all adds up to business advantage for
Premier Inn.
Even those simple text reminders reduce
no-shows - people who've simply forgotten
about their booking - by an incredible 20%.
Which alone adds up to over a million
pounds in savings each year. But that's just
the start.
After the reassuring find-your-way comes an
optional offer: reserve a table at the on-site
restaurant - often a familiar name like
Beefeater or Brewers Fayre. In a year that
Premier Inn, United Kingdom

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Lesson – Trend 6
Focus on using mobile to provide utility
and business efficiency and effectiveness.

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Global Trends & Lessons
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Trend Trend Lesson
1 Mobile is changing
consumer behavior everywhere
Brands can and should move towards
using PERSONAS
2 Mobile is activating traditional media Mobile allows people to
act at the moment of impulse
3 Mobile is changing in store
engagement
Embrace customers in store
(apps can be extremely effective)
4 Mobile is delivering contextual
relevance at scale in real-time
Contextual relevance is a UPS for mobile marketing.
5 Mobile is Transforming Customer
Loyalty
Mobile will replace plastic & paper cards and will be
transformed by dynamic opt-in
6 Mobile creates new ways to deliver
customer service
Focus on providing utility
and managing costs.

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Q&A

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