2. 1. WHO WE ARE
Founded in 2002.
WE Pure-play agency for mobile
KNOW and tablet activity.
Offices in London, West
MOBILE Africa and East Africa.
Led by insight and creativity,
powered by in-house
technology.
Multi-award winning.
Alex Meisl, Sponge Chairman:
Also Chairman of the Mobile Marketing Association.
Jo Rabin, CTO:
Co-chair of the W3C committee on mobile
standards.
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5. LONDON2012.COM STATS
431m visits
109m unique users
15m app downloads
4.73bn page views
4.7m social followers.
60% via mobile
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6. THE PARADOX OF MOBILE
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7. THE GOOD, BAD AND THE UGLY
On average, the time difference between first
search and purchase is one month on the web
and one hour on mobile
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8. THE GOOD, BAD AND THE UGLY
34% of US smartphone users cancelled their
planned purchase in store, due to information
they got from their mobile phone.
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9. THE GOOD, BAD AND THE UGLY
70 % of smart phone users research products
in store
over 15% of online Christmas shopping via a
mobile device
> 50% smartphone penetration
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10. THE GOOD, BAD AND THE UGLY
80% of companies advertising on Google in
the UK do not have a mobile optimised
version of their website
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11. THE GOOD, BAD AND THE UGLY
488 million smartphones were shipped
during 2011, compared to 415 million PCs
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12. THE GOOD, BAD AND THE UGLY
4 out of 10 shops will shut in the next five years
as consumers turn their backs on traditional
stores in favour of online shopping
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13. THE MOBILE CONUNDRUM
Mobile is the ultimate personal
device. ItIt can drive loyalty better
device. can drive disloyalty better
than any other channel
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14. MOBILE STRATEGY
Don’t Develop a mobile
strategy
Develop a strategy for
your mobile audience
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15. Mobile has both caused and enabled
an irrevocable change in consumer
behaviour
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16. ‘The end of lying?’
Gerd Leonhard – Media Futurist
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22. MOBILE CHANGES
THE WAY WE
INTERACT WITH
OUR
ENVIRONMENT…
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23. Case Study - Nike
….AND INFLUENCES
OUR DECISIONS
BASED ON THAT
LOCATION
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24. DON’T THINK IN SILOS…THE DANGERS
OF ATTRIBUTION
AOV is c. 20% lower
3 x as many visits to Store Finder than
desktop site
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26. MOBILE IS THE GLUE IN THE SHOPPER
JOURNEY
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27. SHAPING A MOBILE APPROACH
Longer = CRM
Longer
Wider = mobile web
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28. RECOGNITION OF THE NEED FOR
QUALITY
80% of branded applications get less than 1,000 downloads
“Let’s build an app”
"When brands get it right, the returns can be huge." The
problem appears to be that most are getting it wrong.
Howard Davies, Media Partner
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29. OPTIMISED SITES DELIVER IMMEDIATE
TRAFFIC GROWTH
2014-2015: Mobile web traffic will
Desktop Mobile exceed desktop traffic
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30. CHALLENGE OF CONTEXT AND
ATTRIBUTION
Its not just about screen size but about
device type and context for device
content
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31. BUILDING A RELATIONSHIP
Did you know 5
Birds Eye
Chicken
Have you tried
Dippers have
making a Birds
less saturated
Eye Fish
fat than one
sausage?
Finger Pie? ….. Crispy
Layer fish Chicken &
fingers, beans Birds Eye Soya
& mash! Beans = a tasty
meal!
Nutritional
Recipe Ideas
+44 207 612 1910 / INFO@SPONGEGROUP.COM Cross Category 31
32. 2. WHAT WE DO
CREATE EXCITEMENT
Sponge developed the Monopoly game for
McDonalds to build the largest retail gaming
proposition in the UK
It drove participation and created data capture
opportunities with over 16m entries in 2011, and
30% via mobile (vs 9% in 2010)
Success of campaign has resulted in extending to
other EU territories, including France, Spain, Italy
and Switzerland for 2012
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33. ADD FURTHER VALUE
1. Collect to win game – Users collected
properties and could enter when they have
full set (2, 3 or 4 pieces). Prizes linked to rarity
of the property set.
2. Daily bonus game – chance to win 28 x
€10,000 over a total of 15m draws across
promotion.
Recognition
3. Badging – Enter the highest number of codes
relating to a specific property on the board
can become ‘Mayor’ receive other awards.
4. Facebook heat map – to show the distribution
of prizes won/claimed throughout France
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34. CASE STUDY
INTERFACE AND
CATALYST FOR SOCIAL
MEDIA SHARING
Sponge helped Bacardi drive sales of
Mojito cocktails in Revolution bars
by 264% through a Facebook check-
in promotion
Promotion now re-launched in
Novus bars to include mobile
vouchers redeemed in bars and an
SMS prize draw
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35. CASE STUDY
INTERACTIVE RICH
CONTENT
Sponge has built a mobile hub for Adidas
across web and apps allowing teens to
showcase videos of their sporting abilities,
and discuss and check out the achievements
of their peers
Enables multi-layered CRM across SMS,
email, push notifications, check-ins to build
dialogue, affinity and ultimately sales
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36. CONNECTING WITH CUSTOMERS ALL
YEAR LONG
Local services
Traffic information
Mechanical data
Services reminder
Breakdown and insurance
claim support
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37. CASE STUDY
M-COMMERCE
Sponge helped Dyson design and
build an m-commerce site that
beautifully reflected their brand
values
Adhered rigorously to high standards
of design at Dyson whilst creating a
unique experience and navigation
for mobile and tablet devices
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38. CASE STUDY
DIGITISING THE
PHYSICAL
ENVIRONMENT
Sponge helped Evans apply QR
codes to price tickets and print
campaigns to send users to
mobile web pages
These pages contained extra
information to provide a rich,
informative experience and
drive high value purchases
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39. Hype vs Substance
Hype Substance
QR codes
App creation tools
(most) Branded Apps
Being a Mayor
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40. Hype vs Substance
Hype Substance
QR codes NFC
App creation tools Location
(most) Branded Apps Image Recognition
Being a Mayor Vouchering
SMS
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Maybe its what Gerd Leonhard calls the end of lying. He spoke about this at an MMA event earlier this year. The idea that the internet and in particular the mobile internet means it will be almost impossible for brands to make false claims, hide poor service records, product recalls etc.
The answer is because is bloody hard. Take a look at the top four concerns of CMO’s globally according this study released last week by IBM and The IDM. Marketers are unprepared for a world of data, social media, mobile and the demands of Millennials and Generation Y
There are plenty of other places to go to get information and views about products
Social Networking The NIKE Way True City - make the hidden visiblehttp://www.mobiadnews.com/?p=4289#more-4289 It seems as though the Nike brand has always been about more than just sportswear and sneakers. People are passionate about the brand, and with products like the Nike Plus, Nike has become a regular part of their customers’ lives.Now Nike is taking this one step further with their mobile app campaign Nike True City. This is a location-based city guide - with a social media component - for six of Europe’s most interesting cities, all done with Nike style and flair. Check it out.London, Paris, Berlin, Milan, Amsterdam, and Barcelona - six of the most interesting and culturally active cities in the world. There is so much happening in each of these locations that the real question is how to find what matches your interests. This is where Nike’s True City app comes in. The True City app was created by agency AKQA, and tries to “make the hidden visible” through the knowledge and insight of Nike Insiders - local tastemakers who pride themselves on being at the forefront of things happening in their cities. City InformationThe app covers a wide range of content from food and drink to art, shopping, culture, music, and sport. The information is geo-tagged and displayed on a local map with icons. You can also use a filter to only display content entries of a certain type to help focus your activity.When you touch one of the items, you get a small window with more details about that place, some personal comments from the contributor, the location, photos, etc. And to support the social network aspects of the app, you can leave a comment, share it with a friend, add more information, or add it to your favorites.There is also a special QR code reader, which will let consumers “unlock” special content in certain locations.Curators and Crowd-sourcingThe information comes from two sources: “Nike Insiders” as well as the general public.The Nike Insiders are designated people in each city that share their favorite places and hidden treasures. According to Nike, “these cultural authorities take pride in owning their cities and sharing their knowledge with likeminded Nike lovers.”The Nike Insiders also each have a personal profile page so you get to know them a bit, their lives, their interests.And of course anyone from the general public is also able to register and add their own unique perspective and discoveries about the city. The best of these citizen contributors, as judged by their peers, will have the chance to become Nike Insiders themselves.Product engagementAs this is after all a marketing app, Nike has also included a fair amount of information to keep people engaged with the products.Naturally - since it’s a city guide - there is a store finder with click to call, website links, and a way for consumers to add comments.Even more interesting is what Nike calls the Buzz Filter. This provides previews of upcoming events and product launches. A lot of Nike fans are passionately interested in each new model that Nike releases. This app provides not only photos of upcoming products, but also a launch date countdown time, plus information about the design and designer. Marketing the appNike has launched a widespread PR campaign to get the message out to Nike fans, and is advertising the True City app on its website. They have also Some produced a very slick video that introduces the app and gives a flavor of what to expect. It’s worth watching.Conclusionpeople in the blogoshere have questioned the usefulness of a city guide from a brand such as Nike, and suppose that consumers will prefer to get their information from companies whose entire business is providing data.However, I think this view misses the point entirely. A consumer’s real problem these days is not in finding enough information, rather it is finding the most relevant information. We all know that one of the best ways to find relevant information is through the recommendations of people who share your interests. The Nike community is exactly that: a group of people that share some common interests, values, and activities. In my view, brand focused social apps such as this may well prove to be an excellent source of great recommendations for the people in the community