Marketing to the Mobile Consumer
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The very fabric of consumer-brand relationships is being transformed by the rapid adoption and reliance on smart phones for enhancing everyday activities. If there is any question about the impact on marketing, consider this: there are now more humans on the planet who own mobile devices than toothbrushes – and email opens on these devices are expected to surpass 60% in 2013. It's clear that marketers need to adapt, and adapt fast! Key things you will learn: How the market is shifting in response to mobile adoption Tips for identifying your mobile audience and where they interact with your brand Strategies for harnessing the wealth of mobile, social and locational data to increase engagement Success stories from mobile-leading brands such as IHG and Scripps Networks
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Marketing to the Mobile Consumer
- 1. HEADLINE EXAMPLE Proprietary and ConfidentialProprietary and Confidential MARKETING TO THE MOBILE CONSUMER
- 2. HEADLINE EXAMPLE Proprietary and ConfidentialProprietary and Confidential OUR SPEAKERS TODAY
- 3. HEADLINE EXAMPLE Proprietary and ConfidentialProprietary and Confidential AGENDA Current Mobile Trends Adoption Rates Shift in the Mobile Mind set How are consumers using their mobile devices? What is the Market Response Brand Marketers The Constantly connected Consumer How are mobile are your Consumers? Identifying your mobile audience and interaction • How, Where, and When Leveraging Location data Consumer engagement – where, when, and how Mobile Marketing success stories Q&A
- 4. HEADLINE EXAMPLE Proprietary and Confidential CURRENT MOBILE TRENDS
- 8. Proprietary and Confidential Mobile was easy in 2007
- 9. Proprietary and Confidential Still an Apple world in 2008
- 10. Proprietary and Confidential Winds of Android change
- 11. Proprietary and Confidential The iPad hit. So did Android.
- 12. Proprietary and Confidential December 2010 Mobile Out Ships Desktop Desktop Mobile
- 13. Proprietary and Confidential 2013 Mobile Chaos Reigns
- 14. HEADLINE EXAMPLE Proprietary and Confidential THEN & NOW
- 15. Proprietary and Confidential 2 MOBILE THEN & NOW 2 80% Don’t leave home without their device Source: Google, Our Mobile Planet
- 16. Proprietary and Confidential DIGITAL MARKETING CHANNELS Source: Luma Partners State of the State in Digital Media 2013
- 17. Proprietary and Confidential DIGITAL MARKETING CHANNELS Source: Luma Partners State of the State in Digital Media 2013
- 18. Proprietary and Confidential SMARTPHONE PENETRATION ON THE RISE Source: eMarketer, March 2013
- 19. Proprietary and Confidential EXPLOSIVE TABLET GROWTH Source: Ofcom International Communications Market Report, Dec 2012, data Sep 2012, Oct 2011
- 20. Proprietary and Confidential Source: Millward Brown and Dynamic Logic, Nov 27, 2012 TIME SPENT ON SMARTPHONES & TABLETS
- 21. Proprietary and Confidential TIME OF THE DAY MOBILES & TABLETS ARE USED Sources: Vibes, November 2012
- 22. Proprietary and Confidential MOBILE MARKETING & THE EMAIL REVOLUTION Sources: Return path, Email in Motion, 2012 Adobe, 2013 Digital Publishing Report: Retail Apps & Buying Habits, US, January 2013
- 23. Proprietary and Confidential ¼ OF TOTAL MOBILE INTERNET TIME IS SPENT READING EMAILS Source: Experian Marketing Services as cited in press release, April 16, 2013
- 24. HEADLINE EXAMPLE Proprietary and ConfidentialProprietary and Confidential MARKET RESPONSE TO THE MOBILE MIND SHIFT CONSUMERS & BRANDS
- 25. Proprietary and Confidential THE CONSTANTLY CONNECTED CONSUMER Consumer behavior is changing and that means brands must do the same. Consumers are: constantly connected, Internet-enabled, socially connected, mobile-powered, and uses varying purchase paths. They are smarter, more tech savvy, and are able to connect with your brand in a number of different ways, however and whenever they want. Source: Mobile Marketing Association (MMA)
- 26. Proprietary and Confidential WHAT IS THE MARKET RESPONSE
- 27. Proprietary and Confidential Identifying your mobile audience and interaction HOW MOBILE ARE YOUR CONSUMERS? • Break down engagement metrics by device, mail client, and web browser • Easily trend desktop, mobile device, and tablet engagement metrics • Distinguish engagement between mobile and tablet devices
- 28. Proprietary and Confidential MULTIPLE DEVICE USAGE TO PURCHASE Source: The New Multi-Screen World Study – Google, August 2012
- 29. Proprietary and Confidential MARKETERS NEED TO LEVERAGE CONTEXT Source: The New Multi-Screen World Study – Google, August 2012
- 30. Proprietary and Confidential LEVERAGING LOCATION DATA Location data is another mobile marketing category that can be leveraged to reach more customers. • Geo Targeting/Fencing • Event Targeting • POI Targeting • Brand Affinity Targeting
- 31. Proprietary and Confidential LEVERAGING SOCIAL DATA • Profile Data • Social Graph • Sentiment Social data allows brands to get personal with their consumers by understanding social and behavioral dynamics
- 32. Proprietary and Confidential LOCATION BASED SERVICES
- 33. Proprietary and ConfidentialProprietary and Confidential CLIENT SUCCESS
- 34. Proprietary and ConfidentialProprietary and Confidential OBJECTIVE Develop a platform friendly template that not only zeroes in on the most relevant information displayed on smartphone, but has the flexibility to use the same design for multiple brands as well as capitalize on the “lifestyle” appeal of travel. IHG TEMPLATE REDESIGN DESIGN DEVELOP CODE STRATEGY INTEGRATE 114.28% Click-Through Rate 14.28% Disengagement Rate
- 35. Proprietary and ConfidentialProprietary and Confidential CASE STUDY – SCRIPPS NETWORK OBJECTIVE Scripps Network engaged StrongMail with the task of mobile optimizing an email campaign for The Travel Network. The end product was a success, as we were able to optimally adjust and / or hide content within a one- column layout that’s easy on the eye and prioritizes the pertinent information for the user. DEVELOP CODEDESIGN
- 36. Proprietary and ConfidentialProprietary and Confidential CASE STUDY – SCRIPPS NETWORK Centered logo Increased font size Single column for easy read Image fits to screen
- 37. Proprietary and Confidential FRONTIER AIRLINE MUTLI-CHANNEL PROGRAM OBJECTIVE To leverage SMS and Email to better drive subscription, engagement and conversion with existing customers and travelers in transit such as STRETCH seating, post flight surveys and loyalty balance. DESIGN DEVELOP CODE STRATEGY INTEGRATE
- 38. HEADLINE EXAMPLE Proprietary and ConfidentialProprietary and Confidential QUESTIONS StrongMail & Velti Tweetchat - Engage the Mobile Consumer Jun. 18th 11 AM - 12 PM PDT Visit TweetChat.com and enter hashtag #strongmobile Follow Your Presenters: Katrina Conn: @KatrinaConn Krishna Subramanian: @KSub15 More info: http://www.strongmail.com/products/social/tweetchat-engage-the- mobile-consumer/ StrongMail Contact Info: Customers: Contact your account manager Non-customers: Toll Free: (800) 971-0380 Intl: (650) 421-4255 Email: info@strongmail.com
- 39. HEADLINE EXAMPLE Proprietary and ConfidentialProprietary and Confidential THANK YOU
Editor's Notes
- 85 percent of mobile users prefer mobile apps over the mobile Web. (Compuware)42 percent of consumers using a mobile device while in-store spend more than $1,000. (Interactive Advertising Bureau)59 percent of mobile users are as comfortable with mobile advertising as they are with TV and online ads. (InMobi)Americans spend an average of 158 minutes every day on their smartphones and tablets. (Flurry)Mobile now accounts for 12 percent of Americans’ media consumption time, triple its share in 2009. (eMarketer)39 percent of mobile users access social networks from their phones. (Business Insider)66 percent of all devices are now Smartphones
- NEW YORK, NY (9 May 2013) — The mobile marketing ecosystem generated $139 billion of incremental output to the U.S. economy in 2012, a significant surge from $48 billion in net sales previously reported in 2010. Over the next five years, this figure is set to skyrocket to $400 billion representing an annual growth rate of 52 per cent. To accurately assess mobile’s economic impact, both consumer (B2C) and business (B2B) mobile sales were measured against total U.S. sales in 2012, approximately $33 trillion. The data was reported in the “MMA Mobile Marketing Economic Impact Study,” commissioned by the Mobile Marketing Association (MMA), the leading global trade association for the mobile marketing industry.
- Marketers will realize that mobile requires a total shift in their Marketing approachIt will require a transformation to business models :Will require deeper consumer engagementThe combination of real-time interactions with sensitivity to location the in the real worldBrands that can server their consumers preferences, attitudes and situations in real time on mobile devices will leap frog the competition and be able to provide their services at a premiumMobile offers immediacy, intimacy and context to the time of day and location – it’s the combination of all 3 factors of context, time, location, customer knowledge that when combined will enable the marketer to provide an engaging mobile experience
- According to Marketing Sherpa 75% of marketers have no idea what percentage of their email communications are being read on mobile devices. With StrongMail’s integrated Mobile Device Reporting, you no longer have to be in the dark. Easily see which mobile devices, tablets, mail clients and web browsers your customers are using to engage with your email marketing messages.Break down engagement metrics by device, mail client, and web browserEasily trend desktop, mobile device, and tablet engagement metricsDistinguish engagement between mobile and tablet devices
- 28% of all phone users use their device to get directions or recommendations!Geo-Fence Your Business Location - A geo-fence is a virtualperimeter for a real-world geographic area..One of the most basic forms of mobile location-targeting, geo-fencing, remains an incredibly important and fundamental approach, LBS can include mobile commerce when taking the form of coupons or advertising directed at customers based on their current location. They include personalized weather services and even location-based gamesGeo Targeting - is the method of determining the geolocation of a website visitor and delivering different content to that visitor based on his or her location, such as country, region/state, city, metro code/zip code, organization, IP address, ISP or other criteriaEvent TargetingThe bigger the venue, the grander the audience. Event-focused targeting has become an important opportunity for marketers looking to make a concentrated splash in a short period of time. Mobile devices have become secondary screens at many events and are often considered a complement to the physical experience. At a recent Muse concert at New York’s Madison Square Garden, I was amazed to witness a sea of smartphone screens in use throughout the show — fueling social sharing, and documenting the experience from the perspective of each screaming fan. It was almost impossible to find someone not using their phone during the event. The same can be experienced during sporting events, charity walks, and street festivals. All of these events are short-lived but packed full of people carrying and using their smartphones, making event targeting an interesting addition to your mobile-location strategy.POI TargetingPoint of Interest (POI) targeting is similar to event targeting in that it usually envelops a massive audience. The difference is that points of mass interest don’t typically pack up and disappear. For example, the Empire State Building or the San Francisco Bay Bridge are not going anywhere. They are frequented by tourists and townies alike – equaling an often gigantic, yet highly targeted — audience.Brand Affinity TargetingSimilar to event and POI targeting, brand affinity targeting does not require your own brick-and-mortar location. Instead, it relies on the geographical activities of your audience to understand which businesses and brands they frequent most. For example, if you know your audience is largely made up of women aged 25-34, with a household income above $75k, you may identify Nordstrom and WholeFoods as two businesses this audience frequents often when targeting mobile users. Of course, this information can vary by city so it’s important to understand those variations related to the markets you’re looking to target. But not all ad networks have the ability to leverage this type of data so talk to your current agency or ad network about their capabilities in helping you leverage consumer brand affinity data for mobile ad targeting.
- Social Profile Data – typically captured by a social sign on to gather demographic, age, gender, location gigya, calmsea, janrainSocial Graph - The social graph in the Internet context is a sociogram, a graph that depicts personal relations of internet users. It has been referred to as "the global mapping of everybody and how they're related – ever play the Kevin Bacon game to see how degrees of separation between you or someone else and him. Six degrees of separation – small world, and with the mobile mind shift it is getting even smaller.Sentiment - 86 % of companies worldwide have a presence on Facebook or TwitterSocial media sentiment is the feeling or tone of voice behind an individual’s or community’s comments or interaction on your social media accounts. But this meaning goes much deeper than the positive, negative, neutral classification that is usually based on word indicatorsSince the nature of social media is to share, much of what is shared expresses some sort of feeling. People’s opinions, complaints, praise, and general rants are all data available on the web and when used properly can help businesses succeed. 100,000 tweets and 684,478 pieces of content shared Facebook each minute viralheat for social media monitoring
- IHG is also using SMS to text wave file to their customers who stay in their higher end properties – that opens the hotel door eliminating the need for hotel room keys
- Frontier is leveraging SMS to integrate strategies through out the sales cycle and lifecycle of their customersIncluding – Acquisition, text alerts of flight, gate, time changes post flight surveys, loyalty account updates, winback programs