RUNNING EFFECTIVE
PROMOTIONS ON MOBILE
......................................................................................
A BIT OF BACKGROUND
.........................................................................................................
WHAT IS MOBILE MARKETING?
...................................................................................................
HOW TIMES HAVE CHANGED…
.....................................................................................................
LEAN FORWARD VS LEAN BACK
...................................................................................................
WE’RE INCREASINGLY ONLINE ON-THE-MOVE
.......................................................................................
GRAIN OF DIRT TO BUILD MARKETING PEARL AROUND
...............................................................................
MARKETING SPEND ON MOBILE
...................................................................................................
MULTIPLE WAYS TO REACH YOUR ‘MOBILE’ AUDIENCE
...............................................................................
YOUNGER AUDIENCE = HIGHER EXPECTATIONS
......................................................................................
STAYING CONSUMER-CENTRIC IS KEY
.............................................................................................
THE FUTURE OF COMMUTER SHOPPING?…
...........................................................................................
USER BEHAVIOUR
..............................................................................................................
IMPORTANCE OF OPTIMISATION
..................................................................................................
BENEFIT OF MOBILE
...........................................................................................................
DANGER OF MOBILE…FOR RETAILERS
..............................................................................................
RETAILERS FIGHTING BACK
.....................................................................................................
MOBILE SHOPPER PROFILE
......................................................................................................
MOBILE INFLUENCE
............................................................................................................
43% OF ‘MOBILE’ OWNERS HAVE SHOWROOMED
......................................................................................
ENCOURAGE MOBILE USE IN-STORE
...............................................................................................
ADD VALUE TO CUSTOMER BEHAVIOUR
.............................................................................................
REWARD CUSTOMER BEHAVIOUR
...................................................................................................
QR CODES – THE GOOD…
........................................................................................................
AND THE BAD…
................................................................................................................
MOBILE ENGAGEMENT EXAMPLES
..................................................................................................
MOBILE ENGAGEMENT EXAMPLES
..................................................................................................
KEY TAKEAWAYS
...............................................................................................................
AND FINALLY…
................................................................................................................
THANKS
......................................................................................................................
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Running effective promotions on mobile

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Running effective promotions on mobile

  1. 1. RUNNING EFFECTIVE PROMOTIONS ON MOBILE ........................................................................................................... 20/12/13
  2. 2. A BIT OF BACKGROUND ..................................................................................................................................................................................................
  3. 3. WHAT IS MOBILE MARKETING? ..................................................................................................................................................................................................
  4. 4. HOW TIMES HAVE CHANGED… ..................................................................................................................................................................................................
  5. 5. LEAN FORWARD VS LEAN BACK ..................................................................................................................................................................................................
  6. 6. WE’RE INCREASINGLY ONLINE ON-THE-MOVE ..................................................................................................................................................................................................
  7. 7. GRAIN OF DIRT TO BUILD MARKETING PEARL AROUND ..................................................................................................................................................................................................
  8. 8. MARKETING SPEND ON MOBILE ..................................................................................................................................................................................................
  9. 9. MULTIPLE WAYS TO REACH YOUR ‘MOBILE’ AUDIENCE .................................................................................................................................................................................................. Imbedded into packaging…or DM packs? Voice commands Ring back tones – brand sponsorship
  10. 10. YOUNGER AUDIENCE = HIGHER EXPECTATIONS .................................................................................................................................................................................................. Interestingly, according to IBM & CMO study, the average age of CMOs is around 50
  11. 11. STAYING CONSUMER-CENTRIC IS KEY ..................................................................................................................................................................................................
  12. 12. THE FUTURE OF COMMUTER SHOPPING?… ..................................................................................................................................................................................................
  13. 13. USER BEHAVIOUR ..................................................................................................................................................................................................
  14. 14. IMPORTANCE OF OPTIMISATION .................................................................................................................................................................................................. A page load slowdown of just one second could cost Amazon $1.6 billion in sales each year. Google has calculated that by slowing its search results by just four tenths of a second they could lose 8 million searches per day--meaning they'd serve up many millions fewer online adverts. http://www.fastcompany.com/1825005/how-one-second-could-cost-amazon-16-billion-sales
  15. 15. BENEFIT OF MOBILE ..................................................................................................................................................................................................
  16. 16. DANGER OF MOBILE…FOR RETAILERS ..................................................................................................................................................................................................
  17. 17. RETAILERS FIGHTING BACK ..................................................................................................................................................................................................
  18. 18. MOBILE SHOPPER PROFILE ..................................................................................................................................................................................................
  19. 19. MOBILE INFLUENCE ..................................................................................................................................................................................................
  20. 20. 43% OF ‘MOBILE’ OWNERS HAVE SHOWROOMED ..................................................................................................................................................................................................
  21. 21. ENCOURAGE MOBILE USE IN-STORE ..................................................................................................................................................................................................
  22. 22. ADD VALUE TO CUSTOMER BEHAVIOUR ..................................................................................................................................................................................................
  23. 23. REWARD CUSTOMER BEHAVIOUR .................................................................................................................................................................................................. Go in-store Check-in on facebook Get an offer
  24. 24. QR CODES – THE GOOD… .................................................................................................................................................................................................. Activate the code and the glass checks you in to Foursquare, tweets about your pint and/or updates your Facebook status.
  25. 25. AND THE BAD… ..................................................................................................................................................................................................
  26. 26. MOBILE ENGAGEMENT EXAMPLES ..................................................................................................................................................................................................
  27. 27. MOBILE ENGAGEMENT EXAMPLES ..................................................................................................................................................................................................
  28. 28. KEY TAKEAWAYS ..................................................................................................................................................................................................
  29. 29. AND FINALLY… ..................................................................................................................................................................................................
  30. 30. THANKS ................................................................................................................................................
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