Engaging your customers through Mobile platforms
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Engaging your customers through Mobile platforms

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Includes tips on content marketing and design elements that need to be considered in engaging an audience through your mobile channels.

Includes tips on content marketing and design elements that need to be considered in engaging an audience through your mobile channels.

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Engaging your customers through Mobile platforms Engaging your customers through Mobile platforms Presentation Transcript

  • TheMobileChannel@Work Using the Mobile Channel for Effective Customer Engagement Tony Phukan Digital Marketing & Communications HP Enterprise Group Marketing Twitter: @TonyPatHP
  • © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.2 What do you expect in the next 90 minutes The world of mobile marketing: 45 mins Workshop: 30 mins Feedback + Q&A: 15 mins
  • © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.3 The world that is… View slide
  • © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.4 Why do you use your mobile devices for? View slide
  • © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.5 Evolving services on Mobile Platforms Navigation Games Videos Social Media: Facebook, Twitter Paying Bills 1995 2007 2010 2014 2018 Make calls Reading Surfing Email Mobile Wallet Augmented Reality M-Commerce Internet of Things Lead Generation
  • © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.6 The Internet Revolution + The Gs
  • © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.7 *ZMOT: Coined by Google The Internet that influenced Mobile Marketing
  • © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.8 What does the industry say? SOURCE: The Neilsen Company – Sept 2013
  • © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.9 Mobile Marketing: Why? Customer Acquisition Customer Loyalty Mobile Commerce Customer Experience Relationship Push strategy Direct sales Experience
  • © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.10 Mobile Marketing Investments Source: Forrester SEO Mobile engagement services like strategy, experience design and analytics will grow by the largest amount
  • © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.11 How many of you have done this? Uninstalled a mobile app that is not easy to use1 2 3 Closed website that do not have easy to click-in button Downloaded 3rd party GPS apps and not use Google Maps for driving navigation Users say they won't recommend a business with a poorly designed mobile site Have turned to a competitor's site after a bad mobile experience *Source: The Mobile Playbook
  • © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.12 Engaging Your Audience Content I Structure & Design
  • © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.13 Content is KEY USABLE EXPERIENCEABLE
  • © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.14 Content is KEY USABLE EXPERIENCEABLE Location-based content Price/comparisons Include hotline upfront (if any) Connect with an industry report/ competitive analysis Context-aware Highly Convertible Headline Visual - Icons, photos Short video: chalk-talk/webcast 3D QR Codes Near Field Communications (NFC) Augmented Reality User Generated Content Predictive search Homepage layout
  • © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.15 Building Usability and Experience with your content Your organization Usable Content Experienceable Content Sportswear Provide Training Tips Daily Training Tracker Bus Service Provider Bus Schedule App on Arrival Time Business Service Thought Leadership Article Podcast/audio cast on the move SEO Agency Digital Marketing Advice Campaign Reporting Tool e-commerce (women’s wear) Price and Catalogue Augmented Reality – see how you look
  • © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.16 Structure and Design
  • © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.17 Structure and Design Intuitive User Responsive Web Design Apply 3-clicks rule Use readable fonts
  • © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.18 Channeling out to the ecosystem Mobile Site Mobile App SEO Public Relations Company Website
  • © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.19 Success of a Mobile Campaign in the US 90% OF THOSE USERS ACTED WITHIN 24 HOURS 59% VISITED IN PERSON AND… 95% OF SMARTPHONE USERS HAVE SEARCHED FOR LOCAL INFO 61% CALLED A BUSINESS AFTER SEARCHING SOURCE: The Mobile Playbook
  • © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.20 Case Studies B2C I B2B I B2E
  • © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.21 B2C Location-based content User Generated Content Words-in-a-box, no paras User responsive design 3-clicks rule Location based Visual content User responsive design
  • © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.22 B2B Pioneers in B2B 30+ Mobile Apps Location-Based 5000+ downloads Captures customer data (login) 100+ Partner Mobile Apps
  • © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.23 B2E Reduced time Saved on costs Make quotas faster Convert leads faster Intelligent workforce Reduced time
  • © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.24 Evolution of Mobile Apps OLD NEW
  • © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.25 Your Checklist: Understand audience’s mobile habits 1. Percentage of your audience accesses your site on mobile devices 2. Are they using tablets or smartphones? 3. How much time do they spend on your site? 4. Do they consume visual content? 5. What content are they accessing – by topic and by format? 6. What activities are they doing on your site, independently and as compared with your overall traffic? 7. What other sites, social media platforms, and activities are they doing on mobile?
  • © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.26 Measuring your campaign Step 1: Pervasive Tagging − Track location − Pages they look at − Source (search engine, email, social media or other website) Step 2: Measure Conversion − Count open rates, click thru rates, visit duration, pages per visit, video views, app downloads, attending an event − Lead Gen: Get your customer info - BANT questions (keep it simple 5 questions) Google Analytics: 85% market share − Downside: Not applicable in China
  • © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.27 Video – Mobile Marketing 2014 http://www.youtube.com/watch?v=b1tCtx3-g2g
  • © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.28 The future of Mobile Marketing The lost world CIRCA 2014 and after Augmented Reality Internet of Things Google Glass Convergence Convergence
  • © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.29 Video - Augmented Reality http://www.youtube.com/watch?v=9vggMaEorqQ
  • © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.30 It is yours - PERSONAL The WHOLE WORLD in your hands LOCALised
  • © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.31 Workshop Ideate I Deliver
  • © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.32 Your have 45 minutes Divide into 4 teams 20 minutes given to each team 4 minutes each for presentation and 2 minutes critique Tip: Keep simple and move fast (just like your favourite app) Craft a mobile marketing plan
  • © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.33 The Brief Choose your focus: B2C, B2B or B2E What do you want to achieve for this audience? − Generate Leads − Increase Awareness − Nurture & Engage − Increase Sales − Improve Search Step 1: Understand customer Step 2: Apply your ideas for content, structure & design Step 3: Measurement
  • © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.34 Questions
  • Thankyou