Change Your Mindset Mobile Keynote

872 views
779 views

Published on

Keynote Presentation on Mobile Marketing at "Change Your Mindset Conference at the Hilton Molino Stucky in Venice Italy May 2013. Hosted by PR Technolgies.

Published in: Business, Technology
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
872
On SlideShare
0
From Embeds
0
Number of Embeds
4
Actions
Shares
0
Downloads
27
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Change Your Mindset Mobile Keynote

  1. 1. greg@gregstuart.com Twitter.com/gregstuart1
  2. 2. greg@gregstuart.com Twitter.com/gregstuart2The Power of Mobileto Transform BrandsМощность Из Мобильный ДляТрансформировать БрендыChange Your Mindset ConferenceVenice, Italycom
  3. 3. greg@gregstuart.com Twitter.com/gregstuart3
  4. 4. greg@gregstuart.com Twitter.com/gregstuart4Band-Aids Magic VisionMMA Smarties Award WinnerBand-Aids• http://www.youtube.com/watch?v=lm5-KPW0x3U
  5. 5. greg@gregstuart.com Twitter.com/gregstuart5
  6. 6. greg@gregstuart.com Twitter.com/gregstuart6• How many of you have bought something on yourmobile or tablet?
  7. 7. greg@gregstuart.com Twitter.com/gregstuart7Douche Parking• http://www.youtube.com/watch?v=3CAHdpakX7UParking.RU
  8. 8. greg@gregstuart.com Twitter.com/gregstuart8
  9. 9. greg@gregstuart.com Twitter.com/gregstuart9Russian’s Agree – Mobile is a Must Have“How Much do You Agree with the Following Statements”(Russia Oct 2012)10352421104639660% 50% 100%I Would Rather Give up Desktop than mySmartphoneMy Smartphone produces Information ofInterest to meI Would Give Up TV than my SmartphoneI Never Leave the House withoutSmartphoneStrongly Disagree Somewhat Disagree Neither Somewhat Agree Totally Agree87%63%81%
  10. 10. greg@gregstuart.com Twitter.com/gregstuart10The Unique Promise of MobileNothing Gets YouCloser to YourConsumer thanMobile. Nothing!
  11. 11. greg@gregstuart.com Twitter.com/gregstuart11SmartphoneOwnersMobile FirstconsumersI use my phone when I feeluncomfortable, just to relax or avoidhaving to talk to other people51% 69%There is something exciting aboutchecking my smartphone... there isalways the possibility that I will findsomething interesting45% 63%There is no other thing I own that Ifeel closer to 28% 44%Essential to So Much of Consumers’ Lives
  12. 12. greg@gregstuart.com Twitter.com/gregstuart12SmartphoneOwnersMobile FirstconsumersMy smartphone is the first thing Itouch when I wake up in themorning... and the last thing that Iuse before I go to bed at night63% 84%I check my phone all the time, evenwhen I only have one minute to spare 54% 71%I use my smartphone everywhere,even in the restroom 51% 70%Essential to So Much of Consumers’ Lives
  13. 13. greg@gregstuart.com Twitter.com/gregstuart13
  14. 14. greg@gregstuart.com Twitter.com/gregstuart14What is the Power of Immediacy?
  15. 15. greg@gregstuart.com Twitter.com/gregstuart15RussiaUSANielsen RussiaUSANielsen
  16. 16. greg@gregstuart.com Twitter.com/gregstuart1616…CommunicationsTransformationalA Mobile First World that is…
  17. 17. greg@gregstuart.com Twitter.com/gregstuart17Pennies for ChangeCannes Lions WinnerSmall Change• http://www.youtube.com/watch?v=VS3ThxPrlVo
  18. 18. greg@gregstuart.com Twitter.com/gregstuart18Truth is: Mobile is theConnective Tissue* to All MediaFrom TV to social media, mobilestrengthens and supports other mediachannels to react and respond toconsumer expectations* тельная ткань
  19. 19. greg@gregstuart.com Twitter.com/gregstuart19mobileadvertisingtraditionaladvertisingactivationsponsorshipactivationconsumerpromotionactivationmobileincentives &couponsin-storemobilemarketingVIP/rewardsprogrammobiledatabasemarketingDIGITAL TOUCHPOINTSOFFLINE TOUCHPOINTSPath to Purchase is the New ModelOpt-inAWARENESS ENGAGEMENT TRANSACTION LOYALTYApp promoAugmented realityQR codesMobileCouponsMobilewalletSocialintegrationPrint Signage In-store RewardsSource: Vibes, 2012
  20. 20. greg@gregstuart.com Twitter.com/gregstuart20And So Many Options to Get Closer
  21. 21. greg@gregstuart.com Twitter.com/gregstuart21Microsoft – Mobile Future• http://www.youtube.com/watch?v=a6cNdhOKwi0
  22. 22. greg@gregstuart.com Twitter.com/gregstuart22
  23. 23. greg@gregstuart.com Twitter.com/gregstuart23What is the current Scientific Share ofMobile in the Mix?MXSMobile X% Solution
  24. 24. greg@gregstuart.com Twitter.com/gregstuart24Recommended Optimized ShareMobile Marketing is 7%While the average optimized mix in mobile is 7%, that figure likely is lower forlow involvement brands and higher purchase funnel (LIHP), but higher for highinvolvement brands and lower purchase funnel (HILP).Product Category Campaign GoalLow Involvement High InvolvementHigher PurchaseFunnelLower PurchaseFunnel(CPG,Entertainment,etc.)(Auto, Finance, etc.)(Awareness,Familiarity)(Consideration,Purchase Intent)OptimizedPercent ofMobile in Mix5% 9% 5% 8%Avg. Mobile7%Mobile ad units included: Ads in Mobile Web (Display Ads), Ads in Apps,Mobile Video Ads, Mobile Games Ads, Mobile Social, Tablets
  25. 25. greg@gregstuart.com Twitter.com/gregstuart25What Drives This?1. Ad Effectiveness of Mobile2. + Cost3. + Smart Phone Penetration (37% in U.S.)(reach & frequency in essence)Russia percent SmartPhones is 29%!!(Soon to be 38%!!!)
  26. 26. greg@gregstuart.com Twitter.com/gregstuart26Simple Framework of Opportunities viaMobile as a…1. Mass Advertising &Communications Channel2. Loyalty & Relationship BuildingChannel (Apps at the center)3. Instant Personal CommunicationsChannel (immediacy & messaging)
  27. 27. greg@gregstuart.com Twitter.com/gregstuart27But Mobile has a Number ofUnique Advantages1. Mobile is Personal(one person per phone)2. Mobile is Pervasive(everywhere, all the time)3. Mobile has Proximity(tracking location)
  28. 28. greg@gregstuart.com Twitter.com/gregstuart28Do not Wait and See with mobileWhat if your Competition get’s it?
  29. 29. greg@gregstuart.com Twitter.com/gregstuart29
  30. 30. greg@gregstuart.com Twitter.com/gregstuart308 years ago, I told you…
  31. 31. greg@gregstuart.com Twitter.com/gregstuart31The REAL POWER of Change* Approx. $200 Million Budget0%20%40%60%80%100%BasePlan2.5%Online6%OnlineEqual to +$1,350,000,000in U.S. Truck sales$$$TraditionalMedia(TV,Magazines)
  32. 32. greg@gregstuart.com Twitter.com/gregstuart32The Truth was…
  33. 33. greg@gregstuart.com Twitter.com/gregstuart33So, while…Nothing Gets You CloserTo Your CustomerThan Mobile
  34. 34. greg@gregstuart.com Twitter.com/gregstuart3434Nothing Gets You Closer toTransforming Your Businessthan MobileTruth is…
  35. 35. greg@gregstuart.com Twitter.com/gregstuart35greg@gregstuart.com+1 631 702 0682спасибоwww.gregstuartspeaker.comwww.slideshare.net/gregstuart com
  36. 36. greg@gregstuart.com Twitter.com/gregstuart36

×