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Velti spain 27062013
 

Velti spain 27062013

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    Velti spain 27062013 Velti spain 27062013 Presentation Transcript

    • Reinventing Marketing for the Mobile Era 1 Reinventing Marketing for the Mobile EraB A R R Y H O U L I H A N , D A V I D F E R N A N D E Z J U N E 2 0 1 3 Experience Mobile Reinventing Marketing for the Mobile Era Reinventing marketing, one brand at a time
    • Reinventing Marketing for the Mobile Era 22 Agenda 1.Consumer Data 2.Business Landscape 3.Best Practice
    • Reinventing Marketing for the Mobile Era 33 Reinventing Marketing for the Mobile Era Consumer Data: The Case for Mobile Mobile devices facilitate consumer interactions with your brand at any time or place convenient to them Consumer Data
    • Reinventing Marketing for the Mobile Era 44Reinventing Marketing for the Mobile Era Consumer Data| Mobile Penetration and Use Grows Smartphone Penetration [EU5] Oct 2012 Oct 2011 Source comScore MobiLens Dec 2012 54,6% 63,2% 62,3% 51,4% 51,2% 48,4% 53,8% 41,6% 48,4% 48,1% 38,1% 42,1% 34,2% 41,8% Source Kantar Worldpanel ComTech Feb 2013 Smartphone Sales by OS [Spain] 92,1% 0,9% 4,4% 1,0% • Mobile devices have rapidly become an integral part of our everyday lives. • Smartphone use is a global phenomenon • Android becomes the dominant smartphone operating system
    • Reinventing Marketing for the Mobile Era 55Reinventing Marketing for the Mobile Era Consumer Data| Tablets Become The Screen of Choice Tablet Penetration [EU5] 2013 2012 Source eMarketer Nov 2012 17,8% 19,7% 21,2% 16,4% 15,9% 16,5% 23,7% 12,3% 12,7% 15,6% 11,2% 10,2% 11,9% 17,3% Source eMarketer Nov 2012 Tablets Users 2010/2016 [Spain]
    • Reinventing Marketing for the Mobile Era 66Reinventing Marketing for the Mobile Era Consumer Data| Tablets Become The Screen of Choice
    • Reinventing Marketing for the Mobile Era 77Reinventing Marketing for the Mobile Era Consumer Data| Marketers Need to Cater for a Multichannel World Multi-device user journeys Many consumer purchase decisions cross multiple devices, and Google research shows that smartphones are the easiest to start online activities 10%
    • Reinventing Marketing for the Mobile Era 8 Reinventing Marketing for the Mobile Era 8 Agenda 1.Consumer Data 2.Business Landscape 3.Best Practice
    • Reinventing Marketing for the Mobile Era 99 Reinventing Marketing for the Mobile Era Business Landscape Business Landscape: The Mobile Opportunity As smartphone penetration rapidly increases and more brands add mobile to their strategy, you probably don’t want to be left behind
    • Reinventing Marketing for the Mobile Era 1010Reinventing Marketing for the Mobile Era Business Landscape| The Changing Business Landscape How mobile is your brand? What share of your marketing effort is devoted to mobile? What do you know about the impact of mobile?
    • Reinventing Marketing for the Mobile Era 11 Reinventing Marketing for the Mobile Era 11 1.Consumer Data 2.Business Landscape 3.Best Practice Agenda
    • Reinventing Marketing for the Mobile Era 1212 Reinventing Marketing for the Mobile Era Best Practice Best Practice: The Mobile Advice Some practical advice on how to get the most of mobile channel without starting from scratch and leveraging our knowledge
    • Reinventing Marketing for the Mobile Era 1313Reinventing Marketing for the Mobile Era Best Practice| Five Steps to Mobile Success Are you mobile-ready? We have put together this mobile checklist to help you assess your own organization and how mobile-ready you are 1. Carry out a mobile audit 2. Test and improve the mobile customer journey 3. Communicate a unique value proposition for your brand on mobile 4. Divert budget for mobile improvements 5. Schedule regular monitoring of how well you’re performing
    • Reinventing Marketing for the Mobile Era 1414Reinventing Marketing for the Mobile Era Best Practice| Measurement for Mobile What are you measuring? Different channels should have different measurements of success and this is paralleled in online vs mobile metrics 1. Create mobile-specific goals 2. Have in place a suitable analytics solution and dedicate resources to it 3. Make sure your analytics are correctly tagged 4. Look at landing pages, exit pages and keywords to identify user intent 5. Reassess your KPIs frequently 6. Finally, but most importantly, use your insight to drive change
    • Reinventing Marketing for the Mobile Era 1515Reinventing Marketing for the Mobile Era Best Practice| Mobile Tactics for your Marketing Funnel
    • Reinventing Marketing for the Mobile Era 1616 Recap 1.Consumer Data 2.Business Landscape 3.Best Practice
    • Reinventing Marketing for the Mobile Era 17 Reinventing Marketing for the Mobile Era 17 It’s been a pleasure.Be sure to visit www.velti.com for more information and to read our blog on mobile marketing insights.