CMO Event - Tania Seif, Harnessing the Mobile Opportunity to Target and Build Communities
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Tania Seif, Head of Social Marketing at Coral - Harnessing the Mobile Opportunity to Target and Build Communities
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CMO Event - Tania Seif, Harnessing the Mobile Opportunity to Target and Build Communities
- 1. Harnessing the Mobile Opportunity to Target and Build Communities Tania Seif, Head of Social Marketing
- 2. • The mobile opportunity on social • Advertising & content • Selling a product through social 2 Today’s presentation
- 3. 71% of UK adults have a smartphone - OFCOM
- 4. Marketing has always been focused on reaching people where they spend their time
- 5. Apps & social media dominate time spent Source: FLURRY, April , 2014: http://marketingland.com/google-takes-mobile- revenue-deserves-time-spent-78540
- 6. 79% of SMARTPHONE USERS keep their phones with them for all but two hours of their waking day The average IOS user has 26.8 apps installed Only 15% still use an app after 2 months
- 7. ADVERTISING CONTENT INTERRUPTIVE ONE-WAY MESSAGING PARTICIPATIVE TWO-WAY CONVERSATIONS PROJECTED PUBLISHED PAID FOR EARNED & OWNED PUSH PULL
- 8. ADVERTISING
- 9. CONTENT
- 10. Targeting paid social with CRM LOW MEDIA WASTAGE
- 11. INTERESTS & KEYWORDS COMPETITORS LOOKALIKES Customer discovery & acquisition iOS, ANDROID, DESKTOP
- 12. NEW CATEGORY CUSTOMERS ACTIVE CATEGORY CUSTOMERS Customer retention iOS
- 13. Growing the Coral community LOOKALIKES COMPETITORS MOSAIC PROFILES
- 15. The Jerry Seinfeld Cold Call “Sorry, can’t talk now, but give me your home number and I’ll call you back later.” The cold caller says he can’t do that. Seinfeld says: “That’s because you don’t like being called at home, right? Well, now you know how I feel.” Delivering on relevancy
- 16. Moment marketing
- 17. Marketing via trending # & popular culture
- 18. Direct marketing to talking points
- 19. Content, conversation & cut through
- 20. SOV into traffic & sales Source: Crimson Hexagon, April 2015
- 21. Impact on purchase? 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 2013 2014 13% 8% 25% 42% 30% 31% Not in the last month Via a mobile / tablet On 2+ channels Source: Gala Coral Group, Internal Data, 2014
- 22. • Personal nature of mobile our biggest challenge • Hard selling is not effective • Use paid for direct response • Test and learn for your brand In summary
- 23. Thank You