Your SlideShare is downloading. ×
HP US Consumer Notebooks Mobile Program
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

HP US Consumer Notebooks Mobile Program

60
views

Published on

Published in: Marketing, Technology, Business

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
60
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
2
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. US Consumer Notebooks 2013 Pre/Post-Sale Mobile Program US Consumer Computing Category and WW Digital Strategy August 2013 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • 2. 2013 Notebook Pre/Post-Sale Mobile Program Why does mobile matter to HP? • • • • • Six billion people use mobile devices worldwide—far more than use TVs and PCs combined. Internet adoption rate growth has tracked five times faster for mobile than for desktops. The number of mobile devices accessing the internet will exceed PCs by 2013. US smartphone and tablet owners spend more on mobile data access than do other markets. Mobile messaging generates an average response rate of 12 percent—a significant jump over the two percent achieved by traditional marketing. • Location-based and local targeting options are expected to drive higher returns on marketing spend with map and directions access ranking among the most frequently used activities. • HP’s US Consumer notebook mobile programs have performed well above expectations; 2011 and 2012 QR code scans consistently represented double-digit shares of sales out, for example. Sources: 2 HP Digital Ecosystem Mobile Strategy (Ad Week, Google, Microsoft Advertising, mobiThinking). Yeager, Bryan. “Roadmap 2013: Digital Marketing & Media.” InfoTrends. January 2013. © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • 3. 2013 Notebook Pre/Post-Sale Mobile Program Why does mobile matter to the shopper? • Customer reviews, differentiating feature messages and product/feature demo videos are key influencers (often tie breakers) in the purchase decision but are not often accessible through retail store merchandising. Mobile sites provide an efficient way to deliver this key content. • According to in-house research: • Nearly half of smartphone owners say they have used their smartphone to look up product information when in store. • Nearly two-thirds of smartphone owners have accessed product reviews on their smartphone when in a store. • Over half of smartphone users claim to be highly influenced by online reviews. • Access to self-help tools, “how to” demonstration videos, and comprehensive HP contact information has been proven to help improve customer satisfaction and reduce returns. • Today’s mobile web experiences are the foundation for tomorrow’s expanded capabilities that will ideally enable dynamic SKU-level comparisons, customized offers driving product sales in and around stores, plus Support, accessory and other service sales at home or anywhere. • Bottom line: Mobile will help ensure consumers get the information they need plus the best value for them when and where they are shopping for, or using, products. Source: McKay, Sheila (2013). “Holiday 2012 Product and Channel Selection.” HP primary research. HP Digital Ecosystem Mobile Strategy (Ad Week, Google, Microsoft Advertising, mobiThinking). 3 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • 4. 2013 Notebook Pre/Post-Sale Mobile Program QR Codes on Palm Rest Labels Landing page Palm rest label • All US Consumer notebook products include labels with QR Codes and URLs leading to mobile-optimized web sites. • Sites include pre- AND post-sale experiences! • Sites deliver series-level content—feature descriptions, product and feature videos, iconography, photos, offers, plus complete support information. 4 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • 5. 2013 Notebook Mobile Program Post-sales and Pre-sales series-level experiences Post-sales 5 Landing page © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. Pre-sales
  • 6. 2013 Notebook Mobile Program Pre-sales experience Feature Demos Pre-sales Features • Series feature descriptions • Product and feature videos • Offers—Box and Google Drive cloud storage, T-Mobile 4G, security software trial • Customer reviews 6 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. Offers
  • 7. 2013 Notebook Mobile Program Post-sales experience Post-sales HP Support Assistant Get started HP PC Help 7 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. Offers
  • 8. 2013 Notebook Mobile Program Recently launch sites for Holiday 2013 HP Pavilion 14-n000 Notebook PC series http://www8.hp.com/us/en/m/qrc/5401217/index.do?proc=amd HP Pavilion 15-n000 Notebook PC series http://www8.hp.com/us/en/m/qrc/5401225/index.do?proc=amd 8 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • 9. 2013 Notebook Mobile Program The Team Core Dana Harrold, PPS-A US Consumer Computing Category, Senior Product Marketing Manager Susan Dininni, PPS-WW Digital Marketing, Program Management Lead Cindy Maestas, PPS-WW Digital Marketing, Program Sponsor Phil Green, Beeline, VP of Digital Innovations Cristin Shea, Beeline, Senior Account Manager QR code labels—Faith Braaksma, PPS-A PC Category, Consumer Cycle Manager Customer reviews—Heather Hastings, PPS-A US HP Shopping, Web Experience Manager Mobile Web Andrei Tudor, WW IT Operations Gabriel Grigore, WW IT Operations Adrian Ber, WW IT Operations Offers: Security and HP Connected suite—Tad Shelby, PPS-A Applications & Services Group, Business Development Manager Box—Kathy Chen, PPS-A Applications & Services Group, AMS Deployment Manager Google Drive—Michele Mixter, PPS-A Applications & Services Group, AMS Deployment Manager T-Mobile—Lori Laxen-Brown, PPS-WW Mobility GBU, Mobility Channel Program Manager Content automation: Provisioner content—Pat Oullette, PPS WW Marketing Shared Services, Content Manager Provisioner legal guidance (Back-to-School 2013)—Valerie Andes, PPS WW Commercial PC Marketing, Senior Paralegal Post-sale experience: Content—Wally Norwood, PPS GDS-A, Social Media Support Manager Support—Bryan Norton, PPS CSS-A, Field Product Quality Manager 9 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
  • 10. 2013 Notebook Mobile Program Measurement Plan Overview Exposure Engagement Effectiveness • Sharing (Send to friend) • Unique Visitors • Engagement Rate (1—Bounce Rate) • New (versus Returning) Visitors • Total Page/Video Views • Page/Video Views per Visit • Purchase Decision Influence • Total Scans • Minutes per Page/Video View − Surveys • Scan Rate (as a percentage of sales out • Events (Clicks, Instances) per Visit − Digital Offer Redemptions (future) • Total Visits • Minutes per Visit (Average Visit Duration) • Share of Events by Page 10 © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. • Returning Visitors • Opt-ins (future)
  • 11. Thank you © Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.