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Phuc.Truong@mobext.com 
SoLoMoCo: The Future of Commerce 
by Arthur Policarpio 
Head of Mobext 
Asia-Pacific
The world’s largest mobile marketing agencynetwork 
23 offices worldwide and growing
Full-Service Mobile Marketing Agency
We work with the country’s biggest brands
SOCIAL
Nielsen “Global Survey of Trust in Advertising, 2013
32 
¾ 
Of all usage comes from mobile 
200 millionusers 
20 billionphotos shared 
1.2Billion 
Monthly active mobile users ...
4 in 10 Social media users purchased an item after sharing or 
favoriting on social 
Both ONLINEand OFFLINE!
LOCAL
56% of mobile searches have local intent
Source: Google, 2014
Mobile users convert more, and faster
MOBILE
3 ft or less 
84% 
smartphone users 
use it while shopping 
1.7 billion 
Subscribers in APAC
SOCIAL Creating products and shopping experiences 
that are highly shareable 
LOCAL Reaching your audience where it matter...
5 Recommended Strategies: 
1.Create Multi-Channel Shopping Experiences 
2.Dominate Local Search 
3.Mobilize Your Social Co...
# 1 Provide Multi-Channel Experiences
What is a store?
The store is now a multi-channel experience
•Make 4 more trips each month than non-mobile user 
•Spend 40% more than the average shopper 
Walmart’s mobile app users...
In-store mode 
•See what’s new & on sale 
•Create shopping lists 
•Scan and Go
Out-of-Store mode 
Check items in-store 
Check inventory + delivery
12% of app-aided sales 
happen during the app’s in-store mode
500,000 
downloads 
in 6 months 
£10 million++ 
1-year revenue 
Target: 50,000 
Target: £100,000 
Results
Best mCommerce Campaign 
•GOLD, Campaigns Effectivity 
•SILVER, Industry Awards 
•SMART Special Award 
McDonald’s Ang Pao ...
Reinventing Couponing
THE CHALLENGE:COUPON CLUTTER 
•They are lost, torn, and left lying around 
•Limited reach
SOLUTION 
ANG PAO MOBILE COUPONS 
•On-demand coupons 
•Available anytime, anywhere
Register 
Choose 
Redeem
Social Amplification
= 
Average Monthly Revenue 
At 1/10 the cost of a store!
#2 Dominate Local Search
Mobile search will surpass desktop
Searches done on mobile lead to immediate conversion 
Source: Google & Nielsen
A Snippet of Keywords 
76,500 
monthly searches for keywords associated with supermarkets and items they carry.
No One Has A Significant Share of Voice 
No one has significant share of voice
Sample Search Results for Appropriate Queries 
Missed opportunity
Create smarter search ads 
Google’s Enhanced Campaigns
Enhance the search experience 
Click-to-call 
Location extension 
Deep linking
*Google & MediaCT Study
# 3 Mobilize your social commerce strategy
Kellogg’s Instashop 
53 
Snap photo + post with #NyaSpecialK hashtag 
1 
Show phone to cashier 
2 
3 
Get special treat
Allium Restaurant : Pay with a Post 
54
Nordstrom on Pinterest 
Most followed brand, 
with 4.4 million followers
in-store integration of social “voting”
#SaksIn6: Recreating in- store tutorials in 6 seconds 
Saks Fifth Avenue on Vine
The Home Depot on Vine
9 
400 million 
registered users 
130 million 
registered users 
600 million 
registered users 
500 million 
monthly users...
15 
South China Airlines 
Online Booking 
Uniqlo catalog 
Your New Online Storefront
42 
Fruits
43 
Health Insurance
44 
WeChat Vending Machines
16 
New York Apartment -$13M
10 
Stickers 
1 billion stickers/day 
$66M revenue
11 
Mobile Coupons
13 
Flash Sales
“Social Commerce” via Facebook
Buy a Product by Commenting “Sold”
61 
How do you introduce a new beer brand in a highly-crowded market?
McDo Create Your Own Burger 
10% of annual sales target pre-sold
# 4 Enhance the In-Store Experience with Mobile
Source: Cisco, 2013 
Mobile is changing shopping behaviors
37 
© Mobext 2012 
mobext.com 
From “push girls” to beauty consultants
37 
© Mobext 2012 
mobext.com
38 
© Mobext 2012 
mobext.com
39 
© Mobext 2012 
mobext.com
Kate Spade iPads in Store
70 
26 
© Mobext 2012 
mobext.com 
time to serve 
order errors 
product availability
26 
© Mobext 2012 
mobext.com 
Scan & Go Tablet Application
27 
© Mobext 2012 
mobext.com 
faster time to serve 
serve multiple 
customers simultaneously 
minimal errors 
instant inv...
# 5 Mobilizing Loyalty
“The ultimate in marketing is marketing to the individual and customizing products to the individual.” 
34 
Bob McDonald, ...
Source: Cisco, 2013
36 
Consumer Database 
System 
STEP 1: Build Database
70 
Opt-In Call-to-Action in All Media
37 
Time Spent 
Geography 
Purchase History 
Social Sharing 
Dormant quality users 
Users with specific interests 
Loyal U...
38 
Dormant quality users 
Users with specific interests 
Loyal Users 
STEP 3: One-to-One Communications
39 
Dormant quality users 
Users with specific interests 
Loyal Users
40 
Dormant quality users 
Users with specific interests 
Loyal Users
Will mobile eventually obsolete traditional loyalty cards?
Deals 
Rewards 
Freebies
SUMMARY: 5 Recommended Strategies 
1.Create Multi-Channel Shopping Experiences 
2.Dominate Local Search 
3.Mobilize your S...
94 
Mr. Arthur Policarpio 
Head of Mobext APAC 
CEO –Mobext Philippines 
arthur.policarpio@mobext.com 
+639175694375 
@art...
2014 Customer Loyalty ASEAN Conference: Mobext
2014 Customer Loyalty ASEAN Conference: Mobext
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2014 Customer Loyalty ASEAN Conference: Mobext

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Arthur Policarpio boosted the energy level in the room with a very engaging and provocative presentation regarding mobile marketing. He presented an array of amazing best-in-class social-local-mobile marketing campaigns. The presentation included a wide array of illustrative video content which unfortunately is not available in this PDF version. Arthur is one of the architects of mobile value-added services in the Philippines, and was a pioneer of segmented marketing via SMS. Prior to leading Mobext in Asia Pacific, he was a co-founder of SnapWorx, Inc., one of the Philippines’ leading Filipino-owned digital marketing companies, specializing in search, social media marketing, and mobile marketing.

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2014 Customer Loyalty ASEAN Conference: Mobext

  1. 1. Phuc.Truong@mobext.com SoLoMoCo: The Future of Commerce by Arthur Policarpio Head of Mobext Asia-Pacific
  2. 2. The world’s largest mobile marketing agencynetwork 23 offices worldwide and growing
  3. 3. Full-Service Mobile Marketing Agency
  4. 4. We work with the country’s biggest brands
  5. 5. SOCIAL
  6. 6. Nielsen “Global Survey of Trust in Advertising, 2013
  7. 7. 32 ¾ Of all usage comes from mobile 200 millionusers 20 billionphotos shared 1.2Billion Monthly active mobile users 61% Total revenue from mobile 75% Monthly active users coming from mobile SOCIAL = MOBILE
  8. 8. 4 in 10 Social media users purchased an item after sharing or favoriting on social Both ONLINEand OFFLINE!
  9. 9. LOCAL
  10. 10. 56% of mobile searches have local intent
  11. 11. Source: Google, 2014
  12. 12. Mobile users convert more, and faster
  13. 13. MOBILE
  14. 14. 3 ft or less 84% smartphone users use it while shopping 1.7 billion Subscribers in APAC
  15. 15. SOCIAL Creating products and shopping experiences that are highly shareable LOCAL Reaching your audience where it matters. Right person, right time, right place MOBILE Anytime, Anywhere, One-to-one THE FUTURE OF COMMERCE IS SOLOMO
  16. 16. 5 Recommended Strategies: 1.Create Multi-Channel Shopping Experiences 2.Dominate Local Search 3.Mobilize Your Social Commerce Strategy 4.Enhance the In-Store Experience with Mobile 5.Mobilize Your Loyalty Programs
  17. 17. # 1 Provide Multi-Channel Experiences
  18. 18. What is a store?
  19. 19. The store is now a multi-channel experience
  20. 20. •Make 4 more trips each month than non-mobile user •Spend 40% more than the average shopper Walmart’s mobile app users...
  21. 21. In-store mode •See what’s new & on sale •Create shopping lists •Scan and Go
  22. 22. Out-of-Store mode Check items in-store Check inventory + delivery
  23. 23. 12% of app-aided sales happen during the app’s in-store mode
  24. 24. 500,000 downloads in 6 months £10 million++ 1-year revenue Target: 50,000 Target: £100,000 Results
  25. 25. Best mCommerce Campaign •GOLD, Campaigns Effectivity •SILVER, Industry Awards •SMART Special Award McDonald’s Ang Pao Coupons
  26. 26. Reinventing Couponing
  27. 27. THE CHALLENGE:COUPON CLUTTER •They are lost, torn, and left lying around •Limited reach
  28. 28. SOLUTION ANG PAO MOBILE COUPONS •On-demand coupons •Available anytime, anywhere
  29. 29. Register Choose Redeem
  30. 30. Social Amplification
  31. 31. = Average Monthly Revenue At 1/10 the cost of a store!
  32. 32. #2 Dominate Local Search
  33. 33. Mobile search will surpass desktop
  34. 34. Searches done on mobile lead to immediate conversion Source: Google & Nielsen
  35. 35. A Snippet of Keywords 76,500 monthly searches for keywords associated with supermarkets and items they carry.
  36. 36. No One Has A Significant Share of Voice No one has significant share of voice
  37. 37. Sample Search Results for Appropriate Queries Missed opportunity
  38. 38. Create smarter search ads Google’s Enhanced Campaigns
  39. 39. Enhance the search experience Click-to-call Location extension Deep linking
  40. 40. *Google & MediaCT Study
  41. 41. # 3 Mobilize your social commerce strategy
  42. 42. Kellogg’s Instashop 53 Snap photo + post with #NyaSpecialK hashtag 1 Show phone to cashier 2 3 Get special treat
  43. 43. Allium Restaurant : Pay with a Post 54
  44. 44. Nordstrom on Pinterest Most followed brand, with 4.4 million followers
  45. 45. in-store integration of social “voting”
  46. 46. #SaksIn6: Recreating in- store tutorials in 6 seconds Saks Fifth Avenue on Vine
  47. 47. The Home Depot on Vine
  48. 48. 9 400 million registered users 130 million registered users 600 million registered users 500 million monthly users The new frontier in social: Mobile messaging
  49. 49. 15 South China Airlines Online Booking Uniqlo catalog Your New Online Storefront
  50. 50. 42 Fruits
  51. 51. 43 Health Insurance
  52. 52. 44 WeChat Vending Machines
  53. 53. 16 New York Apartment -$13M
  54. 54. 10 Stickers 1 billion stickers/day $66M revenue
  55. 55. 11 Mobile Coupons
  56. 56. 13 Flash Sales
  57. 57. “Social Commerce” via Facebook
  58. 58. Buy a Product by Commenting “Sold”
  59. 59. 61 How do you introduce a new beer brand in a highly-crowded market?
  60. 60. McDo Create Your Own Burger 10% of annual sales target pre-sold
  61. 61. # 4 Enhance the In-Store Experience with Mobile
  62. 62. Source: Cisco, 2013 Mobile is changing shopping behaviors
  63. 63. 37 © Mobext 2012 mobext.com From “push girls” to beauty consultants
  64. 64. 37 © Mobext 2012 mobext.com
  65. 65. 38 © Mobext 2012 mobext.com
  66. 66. 39 © Mobext 2012 mobext.com
  67. 67. Kate Spade iPads in Store
  68. 68. 70 26 © Mobext 2012 mobext.com time to serve order errors product availability
  69. 69. 26 © Mobext 2012 mobext.com Scan & Go Tablet Application
  70. 70. 27 © Mobext 2012 mobext.com faster time to serve serve multiple customers simultaneously minimal errors instant inventory confirmation CRM
  71. 71. # 5 Mobilizing Loyalty
  72. 72. “The ultimate in marketing is marketing to the individual and customizing products to the individual.” 34 Bob McDonald, former CEO Procter & Gamble
  73. 73. Source: Cisco, 2013
  74. 74. 36 Consumer Database System STEP 1: Build Database
  75. 75. 70 Opt-In Call-to-Action in All Media
  76. 76. 37 Time Spent Geography Purchase History Social Sharing Dormant quality users Users with specific interests Loyal Users STEP 2: Segment Customers
  77. 77. 38 Dormant quality users Users with specific interests Loyal Users STEP 3: One-to-One Communications
  78. 78. 39 Dormant quality users Users with specific interests Loyal Users
  79. 79. 40 Dormant quality users Users with specific interests Loyal Users
  80. 80. Will mobile eventually obsolete traditional loyalty cards?
  81. 81. Deals Rewards Freebies
  82. 82. SUMMARY: 5 Recommended Strategies 1.Create Multi-Channel Shopping Experiences 2.Dominate Local Search 3.Mobilize your Social-commerce Strategy 4.Enhance the In-Store Experience with Mobile 5.Mobilize Your Loyalty Programs
  83. 83. 94 Mr. Arthur Policarpio Head of Mobext APAC CEO –Mobext Philippines arthur.policarpio@mobext.com +639175694375 @art_policarpio (Twitter)

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