Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

From mobile first to mobile only

429 views

Published on

In a world where smartphones have become ubiquitous and mobile is quickly becoming people's only access point to the digital world, it is imperative companies and brands switch their thinking to how they can reach consumers via mobile with the right message or experience, at the right time and the right place. We present a framework on how to do that.

Published in: Business

From mobile first to mobile only

  1. 1. FROM MOBILE FIRST TO MOBILE ONLY AND THEN…
  2. 2. ‫סו‬|‫תאילנד‬
  3. 3. NO TAIL ‫הישר‬ ‫קפיצה‬ ‫לאינטרנט‬ ‫דור‬2.0 LEAPFROGGING ‫חדירת‬ ‫המובייל‬ ‫מעל‬ ‫הרבה‬ 100% ‫היא‬ ‫מובייל‬ ‫המובילה‬ ‫הפלטפורמה‬ (‫דסקטופ‬ ‫לא‬) ‫עסקיים‬ ‫מודלים‬ ‫אלקטרוני‬ ‫סחר‬ ‫מבוססי‬ ‫פרסום‬ ‫ולא‬ ‫תאילנד‬|‫מדינת‬Mobile Only
  4. 4. ‫במובייל‬ ‫ומתנהלת‬ ‫שקונה‬ ‫בחברה‬ ‫מדובר‬
  5. 5. Cash On Delivery 65% Credit Card 35% ‫מובייל‬ ‫תואמת‬ ‫חשיבה‬ ‫מאמצת‬
  6. 6. ‫הצעירים‬ ‫בקרב‬ ‫בעיקר‬ ‫בולטת‬ ‫זו‬ ‫גישה‬ THERE IS NO:
  7. 7. “ We are no longer in a mobile first world, we are in a mobile only world.” Larry Page | Co-founder Google
  8. 8. ‫התפוצץ‬ ‫המובייל‬!
  9. 9. Last year’s mobile data traffic was nearly 30 times the size of the entire global Internet in 2000. One exabyte of traffic traversed the global Internet in 2000, and in 2014 mobile networks carried nearly 30 exabytes of traffic. “ Cisco global Mobile Data Traffic Forecast Update 2014–2019 10006 exabyte>petabyte>terabyte>gigabyte>megabyte
  10. 10. 2010 4.4H ‫ביום‬ 2015 4.3H ‫ביום‬ 2010 0.4H ‫ביום‬ 2015 2.8H ‫ביום‬ ‫שהיה‬ ‫זמן‬ (‫דור‬‫ה‬-Y-3.25‫ביום‬ ‫שעות‬) ‫מקןר‬:GWI&Mary Meeker Internet Report 2015 http://www.pymnts.com/in-depth/2015/global-m-commerce-set-to-leave-e-commerce-in-the-dust/#.Ve_fW_mqqko ‫חברתיות‬ ‫רשתות‬ (‫ה‬ ‫דור‬-Y6.55vs5.54 ‫חשבונות‬) E-commerce +13% CAGR ‫סחר‬‫מקוון‬ M-commerce +42% CAGR 2012 38% 2015 44% 2012 63% 2015 59%
  11. 11. 30% ‫ממשתמשי‬‫פייסבוק‬ ‫הם‬Mobile Only 50% ‫מהקונים‬‫באינטרנט‬ ‫הם‬Mobile Only 788M ‫גולשי‬‫אינטרנט‬ ‫הם‬Mobile Only ‫לעומת‬14M‫ב‬-2010 1‫מתוך‬5 ‫ה‬ ‫דור‬ ‫בני‬-Y ‫הם‬Mobile Only ‫מקור‬:Statista http://www.ibnlive.com/news/tech/smartphone-ownership-about-to-overtake-the-pc-globally-1103533.html http://marketingland.com/mobile-shoppers-nearing-50-percent-top-retailers-120996?utm_source=twitterfeed&utm_medium=twitter http://www.ibtimes.com/1-5-millennials-access-internet-exclusively-through-mobile-devices-1880194 http://marketingland.com/mobile-only-users-surpassed-pc-only-users-in-march-comscore-126952 3 Ecommerce Trends You Need to Know for a Profitable 2015 USA ‫משתמשי‬ ‫ה‬-Mobile Only ‫על‬ ‫עלו‬‫ה‬-PC Only ‫בעולם‬...
  12. 12. 22% ‫לעומת‬17.4‫שעות‬ ‫בעולם‬ ‫ביום‬ 90% ‫סמארטפון‬‫אחד‬ ‫לפחות‬-84%‫בעולם‬ 10M ‫של‬ ‫אוכלוסייה‬ ‫על‬ ‫איש‬ ‫מיליון‬ ‫שמונה‬ 11y ‫סמארטפון‬‫הראשון‬ ...‫בישראל‬ ‫וגם‬ ‫מקור‬:Globes 2015 GSMA Intelligence 2015 + Bezeq Israeli Smartphone & Online Consumer Habits Dec. 2014 Survey 70% 90%78% ‫סמארטפון‬|‫לפטופ‬|‫נייח‬ ‫מחשב‬ : http://my1.bezeq.co.il/DIGITAL_LIFE.PDF http://www.calcalist.co.il/Ext/Comp/ArticleLayout/CdaArticlePrintPreview/1,2506,L-3648482,00.html E-com +17% 2014-2015 M-com +39% 2014-2015 37%‫קונים‬‫במובייל‬
  13. 13. ‫קורה‬ ‫זה‬ ‫למה‬?
  14. 14. ‫עלינו‬ ‫משפיע‬ ‫זה‬ ‫איך‬ ‫אז‬?
  15. 15. ‫מקור‬:3 Ecommerce Trends You Need to Know for a Profitable 2015 ‫הפך‬ ‫השיווק‬ ‫עולם‬‫לבאמת‬-Always On
  16. 16. ‫השינוי‬ ‫את‬ ‫הפנימו‬ ‫כבר‬ ‫אחדות‬ ‫חברות‬
  17. 17. 77% ‫אתר‬ ‫יש‬ ‫מהחברות‬ ‫מובייל‬ ‫מותאם‬ 60% ‫טוענות‬ ‫מהחברות‬ ‫אפליקציות‬ ‫כי‬ ‫מיותרות‬ 46% ‫טוענות‬ ‫מהחברות‬ ‫ב‬ ‫משתמשות‬ ‫שהן‬- Responsive Design ‫מקור‬:117883-survey-burner-back-apps-modest-spending-mobile-priority-marketingland.com/retailershttp:// https://www.barclayscorporate.com/content/dam/corppublic/corporate/Documents/research/Future-of-m-commerce.pdf ‫מבינות‬ ‫הרוב‬‫זה‬ ‫את‬‫בתיאוריה‬ ‫רק‬
  18. 18. ‫לחלוטין‬ ‫גישה‬ ‫שינוי‬ ‫מצריך‬ Mobile - increasingly the entry point to a business - is the place to begin “ HBR Review MICRO-MOMENTS AND THE SHOPPER JOURNEY
  19. 19. ‫העקרון‬:IDEA Identify ‫הרגעים‬ ‫של‬ ‫זיהוי‬ ‫הצרכן‬ ‫בהם‬ ‫במובייל‬ ‫משתמש‬ Mobile Moments 1 Design ‫של‬ ‫ועיצוב‬ ‫יצירה‬ ‫האינטראקציה‬ ‫הדיגיטאלית‬ 2 Analyze ‫אחרי‬ ‫ומעקב‬ ‫ניטור‬ ‫שקיים‬ ‫הדאטה‬/‫נוצר‬ ‫האינטראקציה‬ ‫לטיוב‬ ‫הדיגיטאלית‬ 3
  20. 20. Discover Explore Buy Use Engage Mobile Moment Need: I want to know do/go/buy Int/Ext. Marketing: Manufactured Moments Opportunity for engagement Marketing: Borrowed Moments: drive discovery through social media Sales: Influenced Sale Moments Sales: Purchase moment Product: Setup / use Customer Service: Care moment Marketing: Loyalty moment Marketing: Social Depth moment DIGITAL TOUCHPOINTS PHYSICAL TOUCHPOINTS
  21. 21. Discover|Manufactured Moments|‫הזדמנות‬ ‫יצירת‬ Local Inventory Ad Local Storefront Related Items in Store Search Ads InStore Beacons Interactive WindowFlash Sales / Local Discounts & Deals 73% of purchases following a mobile search happen not online, but in a physical store
  22. 22. Facebook Carousel Ad Facebook Autoplay Pinterest Cinematic Pins YouTube Shopping Ads Discover|Borrowed Moments|‫מינוף‬‫האישי‬ ‫הפיד‬
  23. 23. Interactive ads Outbrain-‫אישית‬ ‫מותאם‬ ‫תוכן‬ ‫מחירים‬ ‫השוואת‬ Explore|Influence Sale Moments|‫הגילוי‬ ‫חווית‬ ‫העמקת‬ Product Reviews 82% of smartphone users say they consult their phones on purchases they're about to make in a store. Those that do have a 20X higher conversion rate. the
  24. 24. Buy|Purchase Moment|‫בעדיפות‬One Click Purchase GoogleFacebookTwitterPinterestInstagram Facebook- New Shopping Tag
  25. 25. Product|Set up - Use|‫במוצר‬ ‫שימוש‬ Whole Foods | RecipesIkea |Furniture Set Up Nike Shift Sneaker | Concept Shoe Wearables
  26. 26. ‫שטראוס‬+
  27. 27. Customer Service|Care Moment Multi/omni channel service: voice, email, web chat, video chat, SMS and social media Make a call to a call center and you have a 90% chance of a successful resolution; jump to social channels or other web-services and that falls to around 70%
  28. 28. Marketing|Loyalty Moment Make a call to a call center and you have a 90% chance of a successful resolution; jump to social channels or other web-services and that falls to around 70%
  29. 29. Push notifications have 50% higher open rates, ten times higher click-through rates and even 1200% greater conversion rates Marketing|Social Depth Moment Wish list Notifications Abandoned Cart Notifications Order Notifications Offer Notifications
  30. 30. Audience Data ‫להתאים‬ ‫כדי‬ ‫בדאטה‬ ‫שימוש‬ ‫לצרכן‬ ‫הדיגיטאלי‬ ‫תוכן‬ ‫את‬ ‫הספציפי‬ Situational Signals Data ‫כגון‬ ‫דאטה‬ ‫בסוגי‬ ‫שימוש‬, ‫זמן‬,‫מיקום‬,‫ועוד‬ ‫אוויר‬ ‫מזג‬ ‫מותאמים‬ ‫מסרים‬ ‫לייצר‬ ‫כדי‬ ‫לקונטקסט‬ ‫המסר‬ ‫שיגור‬‫הנכון‬,‫הנכון‬ ‫בזמן‬ ‫הנכון‬ ‫לאדם‬
  31. 31. ‫הדיגיטאליים‬ ‫והכלים‬ ‫הקמפיינים‬ ‫טיוב‬ ‫שיפור‬ ‫חווית‬ ‫הצרכן‬ ‫הענקת‬ ‫ערך‬ ‫שימור‬ ‫טיפוח‬ ‫נאמנות‬ ‫העמקת‬ ‫צריכה‬
  32. 32. I-want-to-know where I can buy lip gloss I-want-to-buy lip gloss I-want-to-go to the nearest store I-want-to-choose top up on other items too
  33. 33. - Pizza Tracker2008 - Emoji Ordering2015- Dom Voice Ordering2014- Dominos Live2013
  34. 34. Identify ‫הרגעים‬ ‫של‬ ‫זיהוי‬ ‫הצרכן‬ ‫בהם‬ ‫במובייל‬ ‫משתמש‬ Mobile Moments 1 Design ‫של‬ ‫ועיצוב‬ ‫יצירה‬ ‫האינטראקציה‬ ‫הדיגיטאלית‬ 2 Analyze ‫אחרי‬ ‫ומעקב‬ ‫ניטור‬ ‫שקיים‬ ‫הדאטה‬/‫נוצר‬ ‫האינטראקציה‬ ‫לטיוב‬ ‫הדיגיטאלית‬ 3 ‫תזכרו‬ ‫אז‬.‫העקרון‬:IDEA

×