Developing a Mobile Strategy

Beyond Marketing: Developing a Mobile Strategy
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Jeremiah Owyang
Industry Analyst and Partner
For Mobile Marketing Strategies Summit
April 28, 2011

Mobile Matters: The Business Case
© 2011 Altimeter Group

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In 1983, the first commercial wireless call was placed with a Motorola DynaTac. The phone cost $3,995, weighed over 2.5 pounds, and was 10 inches tall (without the antenna).

Mobile has come a long way…

…As has computing

Mobile growth is explosive
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This year, more smartphones and tablets will be sold than PCs
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Image by zetsonused with Attribution as directed by Creative Commons http://www.flickr.com/photos/zetson/254608875
Beyond Mobile Marketing: Developing a Mobile Strategy

Understand the medium and the context
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Features
What it means:
GPS
Location-Aware
Touch
Intimate and Interactive
Sensors (A/V)
Physical
Intelligence
Contacts
Personal and Social
Portability
Relevant at Point of Consideration

The traditional purchase funnel is outdated
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The Customer Hourglass looks at the entire experience
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Airport retailers advertise in GateGuru
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Airport retailers purchase location-aware advertising on GateGuru to drive users into stores. GateGuru is an airport resource for travelers.

Increase foot traffic with location-based Facebook Check-in Deals
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North Face utility app Snow Report (and Trailhead) reach its target demographics
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Snow Report users view weather and snow updates, as well as tweets from and about their favorite resorts.

Nestle Purina builds pet-friendly utility app
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Purina created a location-aware database of pet-friendly places in the US to increase brand awareness and affinity.

Location data provides context
When earned advocacy (the last phase) is done well, it fuels awareness
Expect paid media to fuel this first phase
Key Take-Aways
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PlaceCast sends opt-in ShopAlerts based on virtually bounded target areas
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After opting-in to ShopAlerts, consumers receive discount alerts based on “geo-fenced,” or virtual boundaries.

Browse engagement rings and save favorites in Tiffany’s app
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With Tiffany’s app, users can browse rings, learn about settings, save favorites, and determine a ring size.

Find the right bulb with GE’s Moodometer
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Use QR codes to help prospects with their purchasing decisions
http://www.slideshare.net/PSFK/psfk-presents-future-of-mobile-tagging-report
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Learn more about Meyer’s natural beef processes.
Get a tour of Windermere real estate properties.

Mobile professionals find office space worldwide with Regus augmented reality app
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Users can locate and schedule a viewing at any Regus global network office center. The app features search filters, maps, turn-by-turn directions, and augmented reality overlays of location and distances on real-time views.

Repurpose your product inventory information and apply onto the real world
Allow consumers to opt-in to receiving information on deals readily
Yet don’t over-invest in “Machine Language” like QR codes as new technology will provide instant context using mobile and social data
Key Take-Aways
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Target shoppers create wedding and baby shower registry lists – and share
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For holidays, kids drag toys into Toys R’ Us Christmas wish list iPad app
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Parents can view and edit their childrens’ wish list and share it with family and friends through email, Facebook, SMS and the Toys “R” Us Wish List.

View and add weekly sales items to ShopRite shopping list – and sync between mobile and website
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Reduce friction and allow purchasing to happen from simple clicks
While still emerging, social commerce will fuel increase in sales for mobile commerce by populating shopping lists based on social and location data
Expect next-generation applications to pre-populate these lists based on historical and social data
Key Take-Aways
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Over 3M have paid with Starbuck’s mobile app
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The mobile card program was tested in 2009, and found to be the fastest way for customers to pay. It’s available at 6800 stores. Customers purchase credit via PayPal or credit card.

Refill prescriptions with Walgreens’ scan app
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In addition, over 1 million customers have subscribed to Walgreens’ prescription text alerts.

Check in store inventory with Crate & Barrel’s mobile website
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Customers can browse and read reviews from their mobile phones, and then check in-store availability.

4% of total sales come from Gilt Groupe’s interactive iPad app
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177,000 shoppers have downloaded the app and as of January 2011 about 100,000 actively use it on a monthly basis, according to Gilt Groupe.

Remember, point of purchase is no longer limited to a physical location
Nor is it limited to the time of purchase –pre paying exists now, and expect a form of post-paying to someday emerge
Expect gamification and cashing in of social capital to streamline sales
Key Take-Aways
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USAA customers scan and deposit checks
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In 2009, USAA was the first bank to launch a mobile banking app with check deposit by scan functionality. Chase followed in 2010.

Delta flyers board with e-boarding passes
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The app allows flyers to check-in, use e-boarding passes, receive text alerts, rebook and cancel flights, and share flight details with family/friends.

Request roadside assistance via AAA app
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LeWeb attendees connect with colleagues other via LinkedIn integration
LeWeb 2010 attendee profiles are updated with LinkedIn information, after logging on with their LinkedIn accounts. This feature is provided through Presdo Match.

Reduce support costs by giving information to consumers on hand
Use a tiered approach:
Load up most frequented asked questions first
Then follow up by providing the ability for them to conduct peer to peer support
Finally provide them with direct-to-company support when these avenues have quickly been exhausted
Key Take-Aways
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Starbucks partners with Foursquare to offer barista badges and drink discounts to Mayors
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Kraft’s top selling iFood app keeps cooks coming back with recipes, coupons, and sharing features
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A top paid selling app, users come back for new recipes and Kraft coupons. In addition, Kraft gathers user data to understand customer behaviors and preferences.

Loyalty programs of the past are based on long term commitment and total potential spending value
In the future, factor in social influence, as well as ability to share with others into your loyalty programs by recognizing then to their peers
The natural outgrowth of loyalty programs involves social gaming, where increased spend and social capital are factored in
Key Take-Aways
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Tasti D-Lite rewards brand advocates with points that translate into free products
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Tasti D-Lite customers earn TastiRewards every time they make a purchase using a rewards card that can automatically trigger updates to Facebook, Twitter, or Foursquare accounts.

The holy grail of marketing, this is the lowest cost –yet highest trusted form of marketing
When done correctly, this fuels the top of the marketing funnel, growing the program over and over
Key Take-Aways
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Summary

First, understand how your customer uses mobile technologies in their customer hourglass.
Think bigger than the marketing department –your customers desire a full experience. Seek input from marketing, sales, support, and loyalty programs
Use data types in combination for deadly advantage: social profiles, with location data with historical preference
Summary
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THANK YOU
Jeremiah Owyang
jeremiah@altimetergroup.com
web-strategist.com/blog
Twitter: jowyang
With assistance from Researchers Christine Tran and Andrew Jones

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ABOUT US
Altimeter Group is a research-based advisory firm that helps companies and industries leverage disruption to their advantage.
Visit us at http://www.altimetergroup.com or contact info@altimetergroup.com.

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Developing a Mobile Strategy

by Jeremiah Owyang

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