Mobile march presentation 2012. strategy frameworkpptx olson

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OLSON - Key elements of a mobile strategy

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Mobile march presentation 2012. strategy frameworkpptx olson

  1. 1. Mobile March Presentation March 16, 2012© OLSON 2012
  2. 2. 8 Elements of a Mobile Strategy Awareness • how will people know we are mobile?CALL TO ACTION Access • how will they respond to that message? Platform • where will we direct them?ENGAGEMENT Content • what will they see when they get there? • how will we get them to agree to ongoing Enrollment communication?RELATIONSHIPMANAGEMENT Communication • what will we say to them once they do? Amplification • how can we make our message shareable? VALUE GENERATION Transaction • how does all of this drive our business? CONNECTION IS ALL THAT COUNTS® 2
  3. 3. Awareness Drivers Traditional Mobile Traditional Advertising Mobile Advertising TV, Radio Mobile Display Bought Media Print, OOH Mobile Web SEM Online Mobile App Store SEM Marketing Assets On Product Mobile Properties Owned Media Point of Sale Mobile Websites Sponsorship Mobile Applications Web Properties CRM Mobile CRM Earned Media Email Database Mobile SMS Alerts Social Media App Push Notifications CONNECTION IS ALL THAT COUNTS® 3
  4. 4. Access Methods pros cons SMS • simple • carrier compliance Text KEYWORD to • widest handset penetration • real estate for call to action 12345… • best user experience if URL redirect and optimized site are • feature phone access Visit example.com… in place • non-optimized sites • visually engaging QR CODE • ability to deep link or embed • relatively low adoption Scan this bar code… data • requires application IMAGE RECOGNITION • uses existing imagery (ie no • awareness Scan this logo or image… additional packaging) • requires application NEAR FIELD COMMUNICATION • easy, intuitive • very low device penetration Tap here… CONNECTION IS ALL THAT COUNTS® 4
  5. 5. Platform Considerations • Carrier Integration (Short Codes) Mobile Messaging • Messaging Formats (SMS, MMS) • CRM Integration • Mobile vs Tablet Mobile Web • Device Optimization • CMS Integration • Device Platform (Apple, Android, RIM, etc) Mobile Apps • OS Versions CONNECTION IS ALL THAT COUNTS® 5
  6. 6. Mobile Content Strategy Evolution Mobile Integration Mobile Context Creating user experiences that leverage Making the actual messaging dynamic other capabilities on the handset based on time and place (Phone (eg location-based services, geo Dialer, Maps, Contacts, Camera, Acceleromet Mobile er, Push Notifications) fencing, augmented reality, weather triggers) Device Mobile Optimization Mobile Relevance Formatting existing content and Changing the content approach to suit the communications for the mobile handset “user-on-the-go” (shorter messages and smaller (more store finders and product screens, simpler navigation, no flash) information, less brochures) Mobile User CONNECTION IS ALL THAT COUNTS® 6
  7. 7. Enrollment and Communication Relevance Enrollment Communication Promotional SMS Permission Informational Management MMS Push Transactional Notifications Personalization CONNECTION IS ALL THAT COUNTS® 7
  8. 8. Mobile Role in Amplification Making Mobile Social Making Social Mobile Generating sharable mobile content (check ins, in venue experiences) Mobile interfaces (eg Facebook apps) Offering sharing functionality Dynamic location integration (eg who is nearby) Leveraging contacts as a social network CONNECTION IS ALL THAT COUNTS® 8
  9. 9. Mobile Role in Transaction Physical Goods Digital Goods Mobile Shopping Assistant Drive to retail Service and information in store POS Mitigating the “showroom” problem Mobile Loyalty Drive return visits Payment Reward and incent Mobile POS Phone as payment processing device (eg Square, Paypal) Mobile Commerce Mobile Content Tickets Payment Mobile Shopping Environment Apps Advertising as storefront (eg Tesco) Donations CONNECTION IS ALL THAT COUNTS® 9
  10. 10. Thank You!Mike BrownVP Business Development, Mobilembrown@olson.comtwitter @michaelkbrownlinkedin.com/in/anothermikebrown

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