MMA SOUTH AFRICA:	

BREAKFAST BRIEFING	

CAPETOWN, JUNE 2013
CapeTown, June 2013	

MOBILE	

MARKETING	

MOBILE	

MARKETING	

	

Paul Berney @paulbmma #MMASA
WARNING!	

THIS PRESENTATION	

CONTAINS NO 	

NEW IDEAS
CONSUMERS ARE MOBILE	

BRANDS MUST FOLLOW THEM	

@paulbmma #MMASA	
  
“Our mobile strategy is very simple, 	

it’s to follow consumers”	

	

MARC PRITCHARD, CMO, PROCTER & GAMBLE.
MOBILE HAS CAUSED AND ENABLED
AN IRREVOCABLE CHANGE IN
CONSUMER BEHAVIOUR	

@paulbmma #MMASA	
  
IMMIGRANTS / 	

NATIVES / 	

DEPENDENTS
DIGITAL NATIVES/ DEPENDENTS	

GENERATIONY/ MILLENNIALS/	

CONNECTED CONSUMERS	

	

HAVE HIGHER EXPECTATIONS	

@paulbmma #M...
MOBILE HAS CAUSED AND ENABLED
AN IRREVOCABLE CHANGE IN
CONSUMER BEHAVIOUR	

@paulbmma #MMASA	
  
THE DNA OF MARKETING	

REFLECT CHANGE	

CAUSE CHANGE
THE MOBILE CONSUMER EXPECTS:	

	

CONVENIENCE	

OMNICHANNEL	

REALTIME	

DIALOGUE	

ENGAGEMENT	

PARTICIPATION	

EXPERIENC...
AWARENESS	

 ENGAGEMENT	

 PURCHASE	

 LOYALTY	

PERMISSION
BASED
MOBILE
MARKETING	

	

mCRM	

MOBILE
ADVERTISING	

DIRECT...
1st	

moment of truth	

STORE	

2nd	

moment of truth	

HOME	

ZERO	

moment of truth	

SEARCH	

WHICH CHANNEL IS PRESENT ...
of searches on smartphones are
spontaneous	

80% 	
  
SOURCES: GOOGLE,ADAGE & WARC
of mobile search is related to
location.	

40% 	
  
SOURCES: NAVTEQ & GOOGLE
of consumers start shopping in
one channel but complete the
purchase elsewhere.	

67% 	
  
SOURCE: COMSCORE
THE MOBILE ZMOT INCREASES THE
IMPORTANCE OF THREE THINGS:	

	

MOBILE SEO	

MOBILE ADVERTISING	

MOBILE OPTIMISED SITES
ACTIVATINGTRADITIONAL MEDIA
ALLOWING PEOPLETO ACT ATTHE
POINT OF IMPULSE	

@paulbmma #MMASA	
  
ROYAL CHALLENGERS – ARTICKETS
USE MOBILE MEDIA
“We're moving from a world where we plan
campaigns for the future to one where we
adapt campaigns to the moment”	

	

	

	...
Hailo Dublin
@HailoDublin
Heading to the #websummit today? Grab a
Hailo cab! Taxi in two taps and pay with
cash or card - ...
ENGAGINGTHROUGH MOBILE
36%	

SOURCE: INSITES CONSULTING
of Europeans are a member of at
least one social network.	

of consumers have posted
cont...
CONSUMERS DON’T NEED ( OR WANT) MARKETING	

SOURCE: STRANGE PR
34%	
  
of US smartphone owners said they had
abandoned a purchase in store after seeing a
negative review on their mobile...
MOBILE AMPLIFIES
THE POWER OF
CUSTOMER REVIEW
SITES
43% 	

of smartphone and tablet owners
have used it for ‘showrooming’	

SOURCES: GOOGLE,ADAGE & WARC
BEST BUY	

CHANGETHE ENGAGEMENT MODEL:	

SHOP	

LEARN	

BUY	

CONNECT & SUPPORT	

ENGAGE & RETAIN
THE USP OF MOBILE:	

CONTEXTUAL RELEVANCE	

@paulbmma #MMASA	
  
WHO:THE RIGHT PERSON	

WHAT:THE RIGHT MESSAGE	

WHERE:THE RIGHT PLACE	

WHEN:THE RIGHT TIME	

@paulbmma #MMASA	
  
THE NEED STATES FULFILLED BY MOBILE:	

	

CONNECT ME	

UPDATE ME	

HELP ME FIND	

ENTERTAINMENT ME	

INFORM ME	

ORGANISE ...
COPOPL – LOCATIO BASED GAMING
Starwood Hotels & Resorts	

Reward Foursquare check-in with bar discounts	

Customer Engagement
THE USP’s OF MOBILE:	

CONTEXTUAL RELEVANCE	

MOBILE PAYMENTS	

@paulbmma #MMASA	
  
THE NEED STATES FULFILLED BY MOBILE:	

	

CONNECT ME	

UPDATE ME	

HELP ME FIND	

ENTERTAINMENT ME	

INFORM ME	

ORGANISE ...
3 MILLION MOBILE TRANSACTIONS A DAY	

10% OF REVENUE	

SOURCE: MOBILE COMMERCE DAILY
$14BN 	

IN MOBILE COMMERCE
BIG DATA?
THE SHIFT FROM DEMOGRAPHIC
DATATO CONTEXTUAL DATA 	

	

FROM HISTORICTO PREDICTIVE
BEHAVIOUR	

@paulbmma #MMASA	
  
UNDERSTANDING YOU
PURCHASE HISTORY
MOBILE BEHAVIOURS
FRIENDS
INFLUENCE
REACH
LOCATION
TIME
NEED STATE
“If you wish to persuade me, you must
think my thoughts, feel my feelings, 	

and speak my words.”	

	

	

	

Cicero 80BC
FIVE ACTIONS FOR NEXT WEEK	

	

1.  REVIEW EXISTING CONSUMERS
ENGAGEMENT	

2.  START BUILDING A LIBRARY OF BEST
PRACTICE	
...
EVERY	

MOMENT	

IS MOBILE	

@paulbmma #MMASA	
  
THANKYOU	

	

@PAULBMMA	

	

WWW.MMAGLOBAL.COM	

	

WWW.PAULBERNEY.COM
Paul Berney on Global Mobile Trends and how they translate to Africa
Paul Berney on Global Mobile Trends and how they translate to Africa
Paul Berney on Global Mobile Trends and how they translate to Africa
Paul Berney on Global Mobile Trends and how they translate to Africa
Paul Berney on Global Mobile Trends and how they translate to Africa
Paul Berney on Global Mobile Trends and how they translate to Africa
Paul Berney on Global Mobile Trends and how they translate to Africa
Paul Berney on Global Mobile Trends and how they translate to Africa
Paul Berney on Global Mobile Trends and how they translate to Africa
Paul Berney on Global Mobile Trends and how they translate to Africa
Paul Berney on Global Mobile Trends and how they translate to Africa
Paul Berney on Global Mobile Trends and how they translate to Africa
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Paul Berney on Global Mobile Trends and how they translate to Africa

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Paul Berney, CMO MMA Global on global mobile marketing trends and how they translate to Africa @ the MMA SA Breakfast Briefings in Johannesburg and Cape Town, June 2013 - sponsored by SilverstoneCIS.com and Deloitte Digital.

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Paul Berney on Global Mobile Trends and how they translate to Africa

  1. 1. MMA SOUTH AFRICA: BREAKFAST BRIEFING CAPETOWN, JUNE 2013
  2. 2. CapeTown, June 2013 MOBILE MARKETING MOBILE MARKETING Paul Berney @paulbmma #MMASA
  3. 3. WARNING! THIS PRESENTATION CONTAINS NO NEW IDEAS
  4. 4. CONSUMERS ARE MOBILE BRANDS MUST FOLLOW THEM @paulbmma #MMASA  
  5. 5. “Our mobile strategy is very simple, it’s to follow consumers” MARC PRITCHARD, CMO, PROCTER & GAMBLE.
  6. 6. MOBILE HAS CAUSED AND ENABLED AN IRREVOCABLE CHANGE IN CONSUMER BEHAVIOUR @paulbmma #MMASA  
  7. 7. IMMIGRANTS / NATIVES / DEPENDENTS
  8. 8. DIGITAL NATIVES/ DEPENDENTS GENERATIONY/ MILLENNIALS/ CONNECTED CONSUMERS HAVE HIGHER EXPECTATIONS @paulbmma #MMASA  
  9. 9. MOBILE HAS CAUSED AND ENABLED AN IRREVOCABLE CHANGE IN CONSUMER BEHAVIOUR @paulbmma #MMASA  
  10. 10. THE DNA OF MARKETING REFLECT CHANGE CAUSE CHANGE
  11. 11. THE MOBILE CONSUMER EXPECTS: CONVENIENCE OMNICHANNEL REALTIME DIALOGUE ENGAGEMENT PARTICIPATION EXPERIENCE CONTROL
  12. 12. AWARENESS ENGAGEMENT PURCHASE LOYALTY PERMISSION BASED MOBILE MARKETING mCRM MOBILE ADVERTISING DIRECT RESPONSE SEARCH IN & OUT OF STORE ENGAGEMENT APPS MOBILE WEBSITES MESSAGING SAMPLING COUPONS MPAYMENTS
  13. 13. 1st moment of truth STORE 2nd moment of truth HOME ZERO moment of truth SEARCH WHICH CHANNEL IS PRESENT AT EVERY MOMENT?
  14. 14. of searches on smartphones are spontaneous 80%   SOURCES: GOOGLE,ADAGE & WARC
  15. 15. of mobile search is related to location. 40%   SOURCES: NAVTEQ & GOOGLE
  16. 16. of consumers start shopping in one channel but complete the purchase elsewhere. 67%   SOURCE: COMSCORE
  17. 17. THE MOBILE ZMOT INCREASES THE IMPORTANCE OF THREE THINGS: MOBILE SEO MOBILE ADVERTISING MOBILE OPTIMISED SITES
  18. 18. ACTIVATINGTRADITIONAL MEDIA
  19. 19. ALLOWING PEOPLETO ACT ATTHE POINT OF IMPULSE @paulbmma #MMASA  
  20. 20. ROYAL CHALLENGERS – ARTICKETS
  21. 21. USE MOBILE MEDIA
  22. 22. “We're moving from a world where we plan campaigns for the future to one where we adapt campaigns to the moment” Dick Costolo, CEO ofTwitter
  23. 23. Hailo Dublin @HailoDublin Heading to the #websummit today? Grab a Hailo cab! Taxi in two taps and pay with cash or card - itunes.apple.com/i... Promoted by Hailo Dublin Stolen from the excellent @brucedaisley fromTwitter
  24. 24. ENGAGINGTHROUGH MOBILE
  25. 25. 36% SOURCE: INSITES CONSULTING of Europeans are a member of at least one social network. of consumers have posted content about a brand on a social networking site 73%
  26. 26. CONSUMERS DON’T NEED ( OR WANT) MARKETING SOURCE: STRANGE PR
  27. 27. 34%   of US smartphone owners said they had abandoned a purchase in store after seeing a negative review on their mobile
  28. 28. MOBILE AMPLIFIES THE POWER OF CUSTOMER REVIEW SITES
  29. 29. 43% of smartphone and tablet owners have used it for ‘showrooming’ SOURCES: GOOGLE,ADAGE & WARC
  30. 30. BEST BUY CHANGETHE ENGAGEMENT MODEL: SHOP LEARN BUY CONNECT & SUPPORT ENGAGE & RETAIN
  31. 31. THE USP OF MOBILE: CONTEXTUAL RELEVANCE @paulbmma #MMASA  
  32. 32. WHO:THE RIGHT PERSON WHAT:THE RIGHT MESSAGE WHERE:THE RIGHT PLACE WHEN:THE RIGHT TIME @paulbmma #MMASA  
  33. 33. THE NEED STATES FULFILLED BY MOBILE: CONNECT ME UPDATE ME HELP ME FIND ENTERTAINMENT ME INFORM ME ORGANISE ME @paulbmma #MMASA  
  34. 34. COPOPL – LOCATIO BASED GAMING
  35. 35. Starwood Hotels & Resorts Reward Foursquare check-in with bar discounts Customer Engagement
  36. 36. THE USP’s OF MOBILE: CONTEXTUAL RELEVANCE MOBILE PAYMENTS @paulbmma #MMASA  
  37. 37. THE NEED STATES FULFILLED BY MOBILE: CONNECT ME UPDATE ME HELP ME FIND ENTERTAINMENT ME INFORM ME ORGANISE ME LET ME BUY
  38. 38. 3 MILLION MOBILE TRANSACTIONS A DAY 10% OF REVENUE SOURCE: MOBILE COMMERCE DAILY
  39. 39. $14BN IN MOBILE COMMERCE
  40. 40. BIG DATA?
  41. 41. THE SHIFT FROM DEMOGRAPHIC DATATO CONTEXTUAL DATA FROM HISTORICTO PREDICTIVE BEHAVIOUR @paulbmma #MMASA  
  42. 42. UNDERSTANDING YOU PURCHASE HISTORY MOBILE BEHAVIOURS FRIENDS INFLUENCE REACH LOCATION TIME NEED STATE
  43. 43. “If you wish to persuade me, you must think my thoughts, feel my feelings, and speak my words.” Cicero 80BC
  44. 44. FIVE ACTIONS FOR NEXT WEEK 1.  REVIEW EXISTING CONSUMERS ENGAGEMENT 2.  START BUILDING A LIBRARY OF BEST PRACTICE 3.  START MAPPINGTHETOUCH POINTS INTHE CUSTOMER JOURNEY 4.  GIVE MOBILE AVOICE 5.  JOIN MMA SOUTH AFRICA @paulbmma #MMASA  
  45. 45. EVERY MOMENT IS MOBILE @paulbmma #MMASA  
  46. 46. THANKYOU @PAULBMMA WWW.MMAGLOBAL.COM WWW.PAULBERNEY.COM

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