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Advanced Mobile Marketing                       SES Hong Kong 2012                           September 12, 2012           ...
CMO’s top 4 areas of tech investment   Social media                        Customer analytics                             ...
More than just getting fans    #1 priority:    Enhance brand loyalty & advocacy                       67% of CMOs. IBM Stu...
Give customers what they want                                                    Tools for            Recognition         ...
Some ways to use mobile for betterengagement, loyalty and advocacy                                 5
6 Trendsandy@i-influence.com                                  6
Trend #1                       The mobile ad paradoxandy@i-influence.com                                               7
Mobile ads are boomingandy@i-influence.com   Source: Mediamind, Q4 2010–Q1 2011, EST, North America                       ...
Banner ads are great…or are they?andy@i-influence.com                                     9
Same format. Smaller sizeandy@i-influence.com                             10
andy@i-influence.com                       11
Can mobile ads actually hurt a brand?       College students are more likely to be      annoyed by mobile ads, and less li...
Interruption marketing is dangerous                       What works better?andy@i-influence.com                          ...
Users are focused on their  mobile app experience   Can we deliver ads  that don’t interrupt?                             14
Trend #2Mobile ads as a service                          15
Good service  Something of valueSomething that enhances   the user experience                          16
Facebook mobile sponsored storiesCTR 11x higher than   FB desktop adsandy@i-influence.com                                 ...
Google mobile search ads13% CTRandy@i-influence.com                            18
Real rewards for virtual achievements          35-40%         engagementandy@i-influence.com                              ...
Trend #3Life can be so much more rewarding                                     20
andy@i-influence.com                       21
http://youtu.be/TtfJAyjkkGsandy@i-influence.com                                                     22
andy@i-influence.com
Engage and reward wherever your brand is         Social        Websites         Offline         properties    & Apps      ...
Gamification showing early promiseMonthly Visits                   Engagement              Email Clicks       10X         ...
Trend #4         Mobile Device+Physical world signals + social signals                                          26
andy@i-influence.com                       27
The VIP Fridge Magnet                       http://vimeo.com/37456018andy@i-influence.com                                 ...
NFC: the next wave of data explosion            Richer user-to-device interactions                       identity | upload...
Powering peer-to-peer rich data exchangeandy@i-influence.com                                            30
Sensors to detect when customers need you           Video        Motion / movement       Location         Temperature     ...
Trend #5Retail Time-Shifting                       32
33
Retail Pain Points    Wait to            Browse select      Get more                     Praise or                        ...
Great Time Saver + Integrated Adandy@i-influence.com   Tesco Korea
http://www.gopago.com/andy@i-influence.com
Trend #6Mobile Social Discovery                          37
People don’t talk about                            brands                       They talk with                         eac...
Social communities I constantly seek             Parents   Marketers   Poker Playersandy@i-influence.com                  ...
SES Hong Kong connects me with people pre, during and post SES           Hong Kong                               40
Add value as enabler of social discovery Find routes posted by community and track hikesandy@i-influence.com   41
How can you connectyour users with each other     anytime, anywhere in service of their needs?                            ...
Key Takeawaysandy@i-influence.com                                       43
Make                         Reward                           brand easy                       engagement                 ...
Thank You                          Andy Chang                              I-Influence                              ahycha...
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Advanced Mobile Marketing

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Transcript of "Advanced Mobile Marketing"

  1. 1. Advanced Mobile Marketing SES Hong Kong 2012 September 12, 2012 andy@i-influence.comandy@i-influence.com 1
  2. 2. CMO’s top 4 areas of tech investment Social media Customer analytics CRM Mobile 82% 81% 81% 80% Technology that CMOs Worldwide Plan to Increase Use of in the Next 3-5 Years. “From Stretched to Strengthened: Insights from the Global CMO Study.” IBM Study, Oct 11, 2011andy@i-influence.com
  3. 3. More than just getting fans #1 priority: Enhance brand loyalty & advocacy 67% of CMOs. IBM Studyandy@i-influence.com
  4. 4. Give customers what they want Tools for Recognition Advocacy and Rewards Good Product & Service Involvement Surprises & & Discovery collaborationandy@i-influence.com 4
  5. 5. Some ways to use mobile for betterengagement, loyalty and advocacy 5
  6. 6. 6 Trendsandy@i-influence.com 6
  7. 7. Trend #1 The mobile ad paradoxandy@i-influence.com 7
  8. 8. Mobile ads are boomingandy@i-influence.com Source: Mediamind, Q4 2010–Q1 2011, EST, North America 8
  9. 9. Banner ads are great…or are they?andy@i-influence.com 9
  10. 10. Same format. Smaller sizeandy@i-influence.com 10
  11. 11. andy@i-influence.com 11
  12. 12. Can mobile ads actually hurt a brand? College students are more likely to be annoyed by mobile ads, and less likely to purchase product after seeing oneandy@i-influence.com http://www.emarketer.com/Article.aspx?R=1009301&ecid=a6506033675d47f881651943c21c5ed4
  13. 13. Interruption marketing is dangerous What works better?andy@i-influence.com 13
  14. 14. Users are focused on their mobile app experience Can we deliver ads that don’t interrupt? 14
  15. 15. Trend #2Mobile ads as a service 15
  16. 16. Good service Something of valueSomething that enhances the user experience 16
  17. 17. Facebook mobile sponsored storiesCTR 11x higher than FB desktop adsandy@i-influence.com 17
  18. 18. Google mobile search ads13% CTRandy@i-influence.com 18
  19. 19. Real rewards for virtual achievements 35-40% engagementandy@i-influence.com 19
  20. 20. Trend #3Life can be so much more rewarding 20
  21. 21. andy@i-influence.com 21
  22. 22. http://youtu.be/TtfJAyjkkGsandy@i-influence.com 22
  23. 23. andy@i-influence.com
  24. 24. Engage and reward wherever your brand is Social Websites Offline properties & Apps Like Download Check in Comment Visit Scan QR code Share Register Purchaseandy@i-influence.com
  25. 25. Gamification showing early promiseMonthly Visits Engagement Email Clicks 10X 10X 2X Basket Size Repeat Purchase 35%+ 36%+andy@i-influence.com Source: CrowdTwist
  26. 26. Trend #4 Mobile Device+Physical world signals + social signals 26
  27. 27. andy@i-influence.com 27
  28. 28. The VIP Fridge Magnet http://vimeo.com/37456018andy@i-influence.com 28
  29. 29. NFC: the next wave of data explosion Richer user-to-device interactions identity | upload | downloadandy@i-influence.com
  30. 30. Powering peer-to-peer rich data exchangeandy@i-influence.com 30
  31. 31. Sensors to detect when customers need you Video Motion / movement Location Temperature Pressure Pulse Chemicals Audio Humidity Connectivity Databaseandy@i-influence.com 31
  32. 32. Trend #5Retail Time-Shifting 32
  33. 33. 33
  34. 34. Retail Pain Points Wait to Browse select Get more Praise or Pay & earn get in products product info complain SOCIAL LAYER: Review and Share How can mobile reduce the pain associated with each?andy@i-influence.com 34
  35. 35. Great Time Saver + Integrated Adandy@i-influence.com Tesco Korea
  36. 36. http://www.gopago.com/andy@i-influence.com
  37. 37. Trend #6Mobile Social Discovery 37
  38. 38. People don’t talk about brands They talk with each other about brands in passingandy@i-influence.com 38
  39. 39. Social communities I constantly seek Parents Marketers Poker Playersandy@i-influence.com 39
  40. 40. SES Hong Kong connects me with people pre, during and post SES Hong Kong 40
  41. 41. Add value as enabler of social discovery Find routes posted by community and track hikesandy@i-influence.com 41
  42. 42. How can you connectyour users with each other anytime, anywhere in service of their needs? 42
  43. 43. Key Takeawaysandy@i-influence.com 43
  44. 44. Make Reward brand easy engagement to share everywhere on mobile Good Facilitate Well- integrated Product & ad hoc user mobile ads Service groupsLoyalty and Advocacy Help them save time (time-shift) Use physical world signalsandy@i-influence.com 44
  45. 45. Thank You Andy Chang I-Influence ahychang andy@i-influence.comandy@i-influence.com 45
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