Mobile marketing a new era in digital promotion v2013

563 views

Published on

Digital is not only web, even web 2.0 or apps. You think you understand Mobile marketing or like to innovate ?
"Mobile Marketing is a set of practices that enables organizations to communicate and engage with their audience in an interactive and relevant manner through any mobile device or network”
But then..its scope of application ;-) is endless: just have a look at what's next

Published in: Marketing, Technology, Business
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
563
On SlideShare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
18
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Mobile marketing a new era in digital promotion v2013

  1. 1. Mobile Marketing A new era in digital promotion Customer & Market Strategy practice - Deloitte
  2. 2. Véronique Filip Director Advisory and Consulting: Customer & Market Strategy Deloitte Tax & Consulting 560, rue de Neudorf L-2220 Luxembourg Tel: +352 45145 2440 vfilip@deloitte.lu Member of Deloitte Touche Tohmatsu Limited Background • Sales and marketing consulting: Co-leading the initiative in Customer Practice • 20 year’s experience in marketing: EMEA Marketing Director • Avery Dennison-Xerox-HP/ Newell Rubbermaid-Curver-Waterman/ Nestle/EDF/ Monte Paschi Bank • 7 departments created with new developing growth strategy • Brand positioning/differentiated tactics; pull through/integrated campaigns & lead generation model 2 Mobile Marketing | A new era in digital promotion © 2013 Deloitte Tax & Consulting S.à.R.L
  3. 3. Agenda 1 2 4 key steps for a successful mobile strategy 3 3 Mobile marketing: its adoption amongst European marketers Mobile marketing best practices and future Mobile Marketing | A new era in digital promotion © 2013 Deloitte Tax & Consulting S.à.R.L
  4. 4. What is mobile marketing? “Mobile Marketing is a set of practices that enables organizations to communicate and engage with their audience in an interactive and relevant manner through any mobile device or network”* • Current activity classification is: – SMS/MMS – Applications – Codes – Display on web – Search – Social – E-mail Insertion • Which can use different forms/techniques: – Insertion – Branded application, In-App – In-Game – In-Maps – Mobile coupon – Rich media – Location based – Augmented reality In-Map Rich Media Couponing Insertion • Could be combined together and combined with offline marketing forms * Source: Mobile Marketing Association definition – nov 2009 4 Mobile Marketing | A new era in digital promotion © 2013 Deloitte Tax & Consulting S.à.R.L
  5. 5. With some very trendy techniques Augmented reality Branded applications 5 Mobile Marketing | A new era in digital promotion © 2013 Deloitte Tax & Consulting S.à.R.L
  6. 6. Or some very sophisticated examples Tesco South Korea Virtual Store 6 Mobile Marketing | A new era in digital promotion © 2013 Deloitte Tax & Consulting S.à.R.L
  7. 7. Less than half of European marketers are already using mobile “Does your company use mobile marketing?” Italy 67% Germany 50% 22% 11% 25% 25% Spain 30% 28% 43% France 30% 28% 42% UK 28% European average Currently using 35% 40% 37% 28% Plan to use in the next 12 months 31% • Across Europe 40% of marketers are using mobile marketing • Another 28% plan to start in the next 12 months • Italian being the more aggressive adopters No plans to use Base: 264 European interactive marketers Source: Forrester, 2011, European interactive marketing online executive panel survey 7 Mobile Marketing | A new era in digital promotion © 2013 Deloitte Tax & Consulting S.à.R.L
  8. 8. But mobile marketing remains a largely experimental channel “What will be your company’s total mobile marketing budget in 2011?” Spain 70% France 48% Italy 41% Germany UK 36% 22% 8% 4% European average 39% 17% 14% 14% 12% 17% 12% 4% 20% 9% 4% 16% 17% 14% 15% 5% 5% 19% 12% 10% 17% 40% 13% • Many marketers are using mobile, but few are putting significant money into it 6% €0-€174K €175-€349K More than €3.50M • 1/3 of marketers say they’re merely testing the channel 20% €350K-€799K €800K-€3.49M • 1/3 will spend < €175K Majority’ll spend < € 350K Don't know Base: 264 European interactive marketers Source: Forrester, 2011, European interactive marketing online executive panel survey 8 Mobile Marketing | A new era in digital promotion © 2013 Deloitte Tax & Consulting S.à.R.L
  9. 9. Marketer’s tactics don’t always align with user’s behaviour “How are you implementing mobile marketing?” “Which of the following activities you do?” SMS and MMS marketing Send or receive SMS/text messages 76% 71% 67% 71% 44% 38% 36% 84% Branded mobile applications 32% Receive SMS alerts 45% 14% 21% 32% 50% Mobile-optimized site 20% 41% 31% 24% Access the mobile Internet 26% 13% 11% 17% 20% Mobile search 37% 26% 34% 24% Download applications 5% 4% 6% 8% Mobile display 20% 19% 18% 14% Base: 181 European interactive marketers Italy Germany Base: 5.237 European adults UK Spain France Marketers are much more excited about branded apps than users are: • 38% of European mobile marketers are creating branded mobile applications • Only 7% of European consumers say they regularly download mobile applications 9 Mobile Marketing | A new era in digital promotion Source: Forrester, 2011, Benchmark survey © 2013 Deloitte Tax & Consulting S.à.R.L
  10. 10. Most marketers ignore the mobile internet “How are you implementing mobile marketing?” “Which of the following activities you do?” SMS and MMS marketing Send or receive SMS/text messages 76% 71% 67% 71% 44% 38% 36% 84% Branded mobile applications 32% Receive SMS alerts 45% 14% 21% 32% 50% Mobile-optimized site 20% 41% 31% 24% Access the mobile Internet 26% 13% 11% 17% 20% Mobile search 37% 26% 34% 24% Download applications 5% 4% 6% 8% Mobile display 20% 19% 18% 14% Base: 181 European interactive marketers Italy Germany Base: 5.237 European adults UK Spain France • Europeans are 2,5 times more likely to browse on mobile Web than to download mobile applications • But only 30% of marketers have optimized their websites for mobile browsing - only 25% are using mobile search and only 19% buy mobile display advertising 10 Mobile Marketing | A new era in digital promotion Source: Forrester, 2011, Benchmark survey © 2013 Deloitte Tax & Consulting S.à.R.L
  11. 11. Message-based marketing remains king “How are you implementing mobile marketing?” “Which of the following activities you do?” SMS and MMS marketing Send or receive SMS/text messages 76% 71% 67% 71% 44% 38% 36% 84% Branded mobile applications 32% Receive SMS alerts 45% 14% 21% 32% 50% Mobile-optimized site 20% 41% 31% 24% Access the mobile Internet 26% 13% 11% 17% 20% Mobile search 37% 26% 34% 24% Download applications 5% 4% 6% 8% Mobile display 20% 19% 18% 14% Base: 181 European interactive marketers Italy Germany Base: 5.237 European adults UK Spain France • SMS is still by far the favorite mobile pastime of Europeans, accordingly 40% of marketers use SMS & MMS – but still need to be used wisely • Only 17% of Europeans check email on mobile, however 41% of marketers optimize their email programs 11 Mobile Marketing | A new era in digital promotion Source: Forrester, 2011, Benchmark survey © 2013 Deloitte Tax & Consulting S.à.R.L
  12. 12. Agenda 1 2 4 key steps for a successful mobile strategy 3 12 Mobile marketing: its adoption amongst European marketers Mobile marketing best practices and future Mobile Marketing | A new era in digital promotion © 2013 Deloitte Tax & Consulting S.à.R.L
  13. 13. 1 Audience: Understand mobile behavior of your target audience The 2011 Mobile Technographics ladder (Base: 25.533 EU-7 adults) SuperConnecteds Access mobile Internet at least weekly and make regular use of multiple advanced applications and services. The most sophisticated user 12% Entertainers Heavy consumption of music, video, or games at least weekly 19% Connectors Primary usage of mobile phone is for work Use app or advanced services that improve productivity or efficiency 7% Communicators Primary usage of mobile phone is to connect with other Unlike talkers they use messaging application: SMS, MMS, IM or email 36% Talkers 30% Inactives Use mobile phones primarily to talk Mobile behavior is almost exclusively limited to voice calls Do not own or use a mobile phone 10% Companies have to understand in which of those categories fall their own customers before planning any mobile marketing activities Source: Forrester, January 2011 13 Mobile Marketing | A new era in digital promotion © 2013 Deloitte Tax & Consulting S.à.R.L
  14. 14. 2 Goal: Set your objective • Mobile strategy must be aligned with business objectives • For setting objectives, a 3-step approach is commonly used : A Start with the overall business strategy B Identify overall business objectives C Choose relevant mobile objectives, such as: Increase number of customers • Drive new customer acquisition • Increase customer retention & loyalty • Increase audience size or page views • Improve lead qualifications Increase revenue per customer • Drive sales with offers • Improve branding & customer service • Increase shopping frequency • Cross-sell/upsell at point of sale Reduce design costs • Reduce development time w.quicker testing cycles Reduce distribution costs • Minimize personnel costs as well as machine capital and maintenance costs associated with paper products such as tickets Reduce marketing costs • Optimize advertising spend with more effective or targeted marketing Reduce product costs • Reduce both working capital requirements and lost sales through accurate physical inventory counts Reduce sales costs • Reduce need for physical displays by offering product information on cell phones Reduce customer service costs • Reduce time spent by staff on the phone by utilizing SMS for information snippets such as «your prescription is ready» Increase revenues Reduce costs 14 Mobile Marketing | A new era in digital promotion © 2013 Deloitte Tax & Consulting S.à.R.L
  15. 15. Define the kind of relationship to achieve with your customer Relation Acquaintance ship Friendship Camaraderie Confidence 15 Mobile Marketing | A new era in digital promotion Objectives Increase brand awareness Acquire new customers or direct leads Develop repeat business with customer Develop brand loyalty Examples Mobile ads • Brand message are experienced on a smaller screen, competing with fewer other elements • They can forge a clearer idea in the user’s mind of the brand positioning Search ads with click to call functionality • The immediacy of mobile means first transaction is driven by need and direct intention • Initial contact at a distinct moment will create bonding experience with brand and consumer Mobile opt-in couponing program in store • Deepen relationship to develop repeat business • Always on media can bridge offline & interactive • By opting-in users allow brands to engage with them in ongoing communication Branded apps • Evolve the relationship into ones with deep loyalty, create confidantes out of consumers • Customers are willing and proud to carry your brands everywhere © 2013 Deloitte Tax & Consulting S.à.R.L
  16. 16. 3 Define the strategy by answering 4 principal questions Customer reached? • How many and which customers? • How quickly? • Do I need to train? Commitment? • For how much time? • Current investments? • Future investments? 16 Mobile Marketing | A new era in digital promotion Offer? • What info, service or product? • Location/timely delivery? • Integration w. channels, process? Value chain? • Direct distribution/telco/manufacturer • Free, ad-sponsored or paid? • Subscription or one-time? © 2013 Deloitte Tax & Consulting S.à.R.L
  17. 17. While planning their marketing strategy, managers should remember that… Acquaintenceship demands the ..... largest scale Friendship ..... emphasizes careful messaging Camaraderie requires deeper ..... knowledge of your audience Confidence ..... involves the most stakeholders 17 Mobile Marketing | A new era in digital promotion • Create campaigns to reach the widest possible audience • Consider the device types, operating systems and communication technologies used by the majority of your prospects • Target the right consumer at the best location and/or time with the exact right call to action to get an opt-in or sale • Program should target users at specific locations/times, with particular characteristics, and/or who are searching for information • Deepen your knowledge : work with colleagues responsible for purchases to determine the kinds of offers that are most effective • Choose when and where to encourage consumers to opt-in for these communications • Creating a mobile program that appeal to your fiercest loyalist means collaborating with internal stakeholders • Transactional apps require sign-off by executives, legal and product development in addition to the marketing team © 2013 Deloitte Tax & Consulting S.à.R.L
  18. 18. 4 Technology: Choose technology that enhances the consumer relationship you want Some technologies suit certain objectives better than others Display Search Email Social SMS/ MMS Bar codes Branded apps Acquaintanceship Friendship Camaderie Confidence Acquaintanceship programs Friendship programs Camaraderie programs Confidence programs Choose technologies with the greatest reach Choose technologies with precise targeting capabilities Choose technologies that delivers personalized content and offers Choose deeply engaging, long-term technologies SMS can be effectively paired with offline messaging to create an acquaintanceship program Mobile search and display offers many options for targeting the right user at the right time Paired with click to call Mobile-optimized email helps marketers keep in touch with smartphone users SMS opt-in programs allows the greatest number of consumers to receive offers The best choice for a confidence program is a branded mobile application with a high degree of utility 18 Mobile Marketing | A new era in digital promotion © 2013 Deloitte Tax & Consulting S.à.R.L
  19. 19. Agenda 1 2 4 key steps for a successful mobile strategy 3 19 Mobile marketing: it’s adoption amongst European marketers Mobile marketing best practices and future Mobile Marketing | A new era in digital promotion © 2013 Deloitte Tax & Consulting S.à.R.L
  20. 20. Leverage your Consumer Convenience Quotient “CCQ” offering Immediacy Simplicity Context • Consider what the user need right now, include clear call to action that address customers needs at the moment • Consider screen size • Limit content and simplify design • Review regularly • Leverage relevancy of your message by using all information about the consumer eBay uses bar code scan with the phone’s camera to identify product quickly The weather channel uses location to send relevant weather information and ads Expiring offer increase the value of having the information now 20 Mobile Marketing | A new era in digital promotion © 2013 Deloitte Tax & Consulting S.à.R.L
  21. 21. Technology innovations will drive context capability forward • Mobile context is “the sum total of what your customer has told you and is experiencing at his moment of mobile engagement” Technology evolution 2011 2012 2013 2014 2015 NFC (Near Field Communications) Extensible sensors • Situation - Preference - Attitude Motion control Augmented reality HD audio/video • Today’s fancy features will become commonplace Conversational voice • New sensors will reveal more about the user’s environment Pressure sensors • Motion, voice and touch inputs will refine the user interface Heat/light sensors • Business and technology planning: embracing existing contextual information while planning for anticipated technology Chemical sensors Biometrics (e.g. fingerprints, iris) Pay attention Determine market applicability Source: Deloitte analysis and Forrester – survey conducted with worldwide device manufacturers 21 Mobile Marketing | A new era in digital promotion © 2013 Deloitte Tax & Consulting S.à.R.L
  22. 22. The evolution of context use will have 4 phases which represent the future of mobile marketing Contextual experiences will evolve in 4 stages Future possibilities: High • Biometrics • Conversational voice • Gesture-based control Phase 4 : embracing motion as a control mechanism • • • • • Phase 3 : breaking from PC contexts • Sensor can detect smells, analyze breath and assist navigation in building: – Recommendations on perfumes – Targeting in multistory malls – Virtual product trial for clothing • Variable price if your customer is in your store/hotel or in your competitor’s one • Different price 2 weeks away from booking • Consumer’s purchase intent • In my store? In a competitor’s store? • Within 1 hour of flight? Two days? Phase 2 : layering in intelligence Phase 1 : master the basic How wide is the room? What floor in building? What aisle? Direction consumer facing? Light? Dark? What does this dress look like on me? • Buy via voice based control/authentication • New generation of product/services not originate from online waving the phone over a set of ingredients to find a recipe • Basic use of context such as location is important for search while time can trigger an action: “only too shirts remaining at this price” • Past user behavior • GPS • Time of day Low 2011 2012 2013 2014 2015 Level of sophistication 22 Mobile Marketing | A new era in digital promotion © 2013 Deloitte Tax & Consulting S.à.R.L
  23. 23. To conclude: what could you expect from mobile marketing ? High • Increase usage of mobile offering • Entirely new digital revenuegenerating services Revenue from new services Incremental revenue • Deep engagement with products under consideration in a personal environment • Higher profitability • Improved due to in-store navigation higher purchase precision • Better targeting • Higher price w. elasticity • Increase • Higher customer sales/service satisfaction/loyalty from brick & mortar locations • Better client experience Time/ usage Revenue Low Basic context 23 Mobile Marketing | A new era in digital promotion Layered intelligence Break from PC context Motion based control © 2013 Deloitte Tax & Consulting S.à.R.L
  24. 24. Deloitte refers to one or more of Deloitte Touche Tohmatsu Limited, a UK private company limited by guarantee, and its network of member firms, each of which is a legally separate and independent entity. Please see www.deloitte.com/about for a detailed description of the legal structure of Deloitte Touche Tohmatsu Limited and its member firms. Deloitte provides audit, tax, consulting, and financial advisory services to public and private clients spanning multiple industries. With a globally connected network of member firms in more than 140 countries, Deloitte brings world-class capabilities and deep local expertise to help clients succeed wherever they operate. Deloitte's approximately 169,000 professionals are committed to becoming the standard of excellence. 24 Mobile Marketing | A new era in digital promotion © 2013 Deloitte Tax & Consulting S.à.R.L

×