Smartphones have exploded and the user experience has vastly improved given increased network speeds as carriers roll out 4G services.
337.1M mobile phones in 2012, represented by 242M mobile phone users55.5% smart phones in 2012, up from 26.9% in 201058.1% of users using mobile internet, up from 33.2% in 2010 – just two years agoAs we get ready to head into the shopping season, it’s important to understand cross-channel consumer behaviorHere are some compelling stats – 46 % researched on their phone and then went to the storeJust slightly less researched on their phone and then bought on their phoneJust 8% visited a store and then bought on their phone…. What some folks might call “showrooming”Nearly 80% of users are using their phones to shopNearly 60% of users who do a local search, end up visiting the business they searched forHuge metrics in terms of how powerful the device can be in the path to purchase. Keep this in mind for later.
But first, forget about the year of mobile… It’s the year of “Big Data”!! Let’s put that in perspectiveTo paint a picture:Length of a tiny ant 1.4 millimetresHeight of a short person 1.4 metresLength of the Auckland Harbor Bridge 1,020 metresLength of New Zealand 1,600 kilometresDiameter of the Sun 1.4M kmJust last week, CTIA – The Wireless Association announced that Mobile data traffic in the US more than doubled over the past year alone Consumers are consuming data constantly – the year of mobile and the year of big data converge. The amount of data consumed – and particularly on mobile - is like never before. The challenge becomes, How do you take all of this data? What do you do with it? How do you make it actionable and meaningful for your business?
We talked about users consuming more data and how much of that data is mobile. Think about how you use your phone during the day, what you do on your phone. Or example, to get here today, I used my mobile to keep track of travel, to connect with my car service, to find the hotel, to read my email. I listened to my music this morning as I worked out.We like to use this example to show how understanding a consumer and what they do, where they go is insightful and impactful to a brand.Consumers are mobile and on the go. It’s not just about a zip code. You are “Where You Live”You are “Where You Work”You are “Where You Travel”You are “Where You Play”You are “Where You Shop”You are “How You Commute”Mobile marketing is about catching consumers on the go and driving them to take action
Understand.Engage.Transact.Or MeasureTargetAdoptEach of these elements have been a challenge for Marketers to figure out how to accomplish in mobile. I was asked to incorporate what the carriers are doing in this space. I will weave that in as we go through each of these areas.
First, is understanding the consumer.Understanding mobile consumers presents some challenges:Limited insights into audiences are available today - Today these insights are limited to survey/panel based informationAudiences are fragmentedacross multiple operating systems and mobile platforms - the current standard targeting ability has been limited to basic demographic informationHow do you holistically measure how mobile fits in with other traditional channels? How are other media channels driving to mobile engagement?In the past, Verizon has done cross-platform campaigns – we actually spoke at a breakthrough conference a couple years ago to highlight the results – but it was not easy. It required custom research to be able to prove it out. There are efforts by measurement companies and content providers to help figure this out. We’re in this together guys. This limited measurement capabilities of audiences and site traffic make it hard to justify spend and prove ROI from mobile media.
We might not have the answer, but we’re getting closer. As a carrier – Verizon has access to data and insights captured from the Verizon Wireless network. Verizon has developed solutions to solve the challenges associated with “understanding” by harnessing the power of our network data. At Ad Week, we announced the launch of our new business Precision Market Insights which layers unique data sources including mobile, location,demographics, and response data to provide actionable insights for marketers – ourselves -- as one of the largest marketers in the US -- and our partners. We are leveraging information on an aggregate and anonymous level to preserve and protect subscribers privacy, which I will address later, in what warrants its very own slide.Precision’s Insights can provide much richer measurement of audiences and campaigns within the mobile channel as well as the same rich digital measurement capabilities in traditional media channels -- enabling truly integrated marketing strategies. This type of information can help marketers understand what’s working… understand where the mobile consumers are going… how they’re interacting on mobile… and how they’re interacting with traditional media on mobile. For example – If your brand has a an outdoor campaign with a call to action to your mobile site – we can measure not only where to put your outdoor or sponsorship spend, but also the response to that media.Again, understanding the mobile consumer – you are where you live, where you go, where you browse, what you watch and what you buy.
Challenges:In order to engage consumers that are mobile and on the go – need the Right message, to right audience on the right channel – this has been the promise of mobile, and to be honest, other channels, for some time… it’s the year of it. However, with mobile being such a personal and intimate device, sending the right message to the right audience through the right channel is even more important in terms effectively engaging and delivering the right experienceThis becomes a challenge to do without data driven actionable insights. As we discussed, insights into mobile behavior are available from various sources, but making them actionable has been a challenge in mobile – Mobile lacks a pervasive cookie solutionLeveraging behavioral insights to deliver targeted campaigns is not the same in mobile as it online which has cookies as a solution. To date, the same level of targetability has not been available yet in mobile
Must have relevant and engaging content. We’re always told “Content is King” It’s about the experience. You don’t just take your online content and throw it on mobile. Understand what your consumers are doing, where they are going and think about how mobile can improve their lives, how it can give them access to information, entertainment or utility on the go. Get some examples!Once content is created, how do you engage?
For NFL Mobile, Verizon looked at ways that would provide consumers with a unique, compelling experience that gave consumers what they want on the go. The idea is not to take a TV experience or an online experience and throw it mobile. I’m going to show a commercial that gets to a couple things --- one is the content for the consumer on the go and second is how Verizon uses their traditional media to incorporate a mobile call to action, which I’ll go into a little deeper next.Try it if you like.
One of things we do at Verizon for any mobile marketing solutions we provide is to test it internally. We do this with everything – all the measurement I mentioned previously in terms of leveraging data to understand the mobile consumer – all the way through to engagement.One of the easiest ways to engage is to include a mobile call to action in your traditional media. You’re already spending money – so add an engagement trigger. We launched StarStar Dialing across carriers with a company called Zoove. In our early tests, we found this to be 2 times more effective than short codes. If you think about it, dialing a code, for example **NHL or **NFL makes it really easy for the consumer. They don’t need to remember what address to text what keyword to. This works particularly well on TV, and really anywhere.And, well, you can even dial **STEPH to reach me.
Another example is QR codes – these have been around for a while. But now, you see these exploding everywhere. We tested QR codes very early on and found it to be a successful way to drive engagement. We tested it in print, in store displays, direct mail and other collateral and online. It drove a significant number of downloads for us and our teams were thrilled with the results. Now, years later, consumers are increasingly aware of and using QR codes.And, of course there are short codes, mobile specific sites. You can promote these on your existing brand properties. Target, JC Penny and Walgreens are a few that come to mind that promote their mobile experiences online, in-store and in their advertising.
Challenges:Think about transactions – it’s not just mobile wallet – it’s anything from clicking on a link, downloading an app, or getting the consumer to do the desired action.Some of those challenges are well, less challenging than others.Getting someone to click on a link… maybe not so challenging. Downloading an app – once you get consumers aware and you’ve created a compelling experience, there are ways to enable and incent that transaction. Maybe not so challenging.What’s next is mobile commerce – transacting on and with the phone. People know they forgot their phone in 15 minutes, vs. their wallet in 4 hours.This requires more of an early adopter mentality on part of both the brands and consumersGet some examples of Home Depot, Starbucks, PayPal – what are they doing – how is it working.
Isis is a joint venture among Verizon Wireless, AT&T, and T-Mobile USA, gearing up to begin trials of its mobile-payment service, as carriers play an increasingly important role in mCommerce and moving customers further down the measurable purchase funnel.Isiswill launch with Android and BlackBerry smartphones equipped with NFC chips, which enable the phones to make mobile payments at upgraded cash registers. It will also offer sleeves with NFC chips for iPhonesas a step toward universal adoption. While slow adoption of mobile wallets underscore the difficulties of shifting consumers away from their entrenched method of payments, this platform will likely present an opportunity to layer additional services on top of smartphone payments, including digital receipts, coupons, and targeted advertisements based on purchases. Layering various data sources into this purchase process will greatly increase the relevance of this content, and in turn, greatly enhance the experience...
There’s still plenty of room for mobile wallets to change the way we pay — just look at the Pay with Square walletsoon to power Starbuck’s POS solution - it will actually enablecharges to customers just based on them speaking their name and may even recognize their photo without a spoken word. In many cases, you won’t even need to pull your phone out of your pocket.Thatrepresents true innovation – delivering something that makes life easier for customers, merchants, and payment providers
Above all… and as I have tried to weave in throughout the time here is that as carriers- we have a unique access and relationship with subscribers.And, we are starting to leverage that information to develop solutions to make the mobile experience better for both advertisers and subscribersCarriers can enable targeting – marketing to subscribers with more relevant messages based on aggregate, anonymous, and not personally identifiable demo and behavioral insights.We have a huge responsibility to our consumers -- we actually know quite a bit about them. There is great opportunity here, but with that comes great responsibility. Specifically, Verizon takes this very seriously. Verizon Privacy is very important and as we are developing these solutions – Privacy by design: transparency, choice and control are critical for us. As we at Verizon launch these solutions we are providing easy ability for subscribers to opt-out , and using data that is not personally identifiable.
Keeping pace with the mobile consumer will not be easy, but with the right understanding of the consumer, engaging with them with compelling content and experiences, transacting with them, and really closing the loop on measurement -- rinse and repeat -- will enable you as a brand to continue to refine your mobile offering for consumers.
Mobile: Shaping the Future ofMarketing InnovationStephanie Bauer MarshallDirector, Precision Market Insights from Verizon
That‟s SO Last Year Powerful Devices & Powerful Networks Mobile phones are now indispensable, with usage becoming more and more sophisticated. The US will pass 200 million mobile Internet users by 2016, nearly tripling the number from 2010. In 2013 alone, 75 million Tablets will ship worldwide.Source(s): eMarketer, April 2012, confirmed and republished, Aug 2012 4
Phones are an integral aspect of a consumer‟s life 337.1M 55.5% 58.1% mobile phones of mobile phone of mobile phone are owned by users use Smart users use mobile US Consumers Phones; 43.1% of internet in 2012 US populationSource: eMarketer & MAGNAGLOBAL as cited in YuMe and IPG Source: eMarketer, April 2012; confirmed and republished, Aug Source: eMarketer, April 2012; confirmed and republished, Augmedia Lab, “Are all screens created equal?” Sep 17, 2012 2012 2012 Cross-channel 2011 holiday shopping behavior, US smartphone users: • 46% researched on smartphone, went to store to purchase • 41% researched on smartphone, purchased on smartphone • 8% visited store, then purchased on smartphone Source: eMarketer & Google and Ipsos OTX, “Post Holiday Shopping Intentions Study”, Jan 2012 • Of particular note are the facts that 79% of smartphone owners use their mobile devices to shop and that 59% of the people who do a local search end up visiting that business after conducting the search. Source: Jamie Turner, the 60 Second Marketer, 2012 http://60secondmarketer.com/blog/2012/10/10/data-on-mobile-marketing/ 5
Bar graphs do not do justice to the scale at which the world now operates We have now reached the Zettabyte Age Mobile represents a larger data share than everSource(s): Creative Commons Attribution-ShareAlike 3.0 New Zealand License 6
Mobile marketing is about catching consumers on the go and driving them to take action 7 7
Effective mobile marketing requires a closed loop approachRequirements for Closed Loop Mobile Marketing 1 Understand (Measurement) Understand which audience segments to target 2 Engage (Targeted Marketing) Deliver relevant Mobile Ads to target segments 3 Transact (Adoption) Drive response through easy mobile payment 8
Common Challenges to “Understand” Consumers in Mobile Understand (Measurement) Understand which audience segments to target • Limited insights & measurement capabilities available • Difficult to prove ROI from mobile • Lack of clarity on how to make mobile an integral part of the marketing mix 9
Carriers are developing solutions to help marketers “understand” 10
Common Challenges to “Engage” Consumers through Mobile Engage (Targeted Marketing) Deliver relevant Mobile Experiences to target segments • Need behavioral insights • Must have relevant and engaging content • Must deliver the right message, to the right audience, thru the right channels • Lack of „cookie‟ technology for mobile 11
Creating a Compelling Mobile ExperienceConsumers demand the latest content Making it Making it Making it RELEVANT LOCAL ENGAGING 12
Common Challenges to Enable Consumers to “Transact” through Mobile Transact (Adoption) Drive response through easy mobile payment • Consumer experience must be easy • Consumers may be reluctant, unaware, or unable to transact on mobile 17
Carriers are developing solutions to help marketers “transact”The mobile device now enables the platform fortransactionsThis is the next step in the Customer/Carrier relationship and is why theheadline “2013 is the Year of Mobile” may be the last one you see. 18