CPG Mobile Marketing Strategy

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CPG Mobile Marketing Strategy

  1. 1. *mobile strategy and vision horizon for CPG
  2. 2. Contact Shaun Quigley VP, Mobile Practice Director [email_address] 412.995.9500 phone @squigster
  3. 3. *mobile strategy and vision horizon for GSK
  4. 4. Recap the Mobile Landscape CPG Mobile Roadmap Mobile Workshop 1 2 3 agenda
  5. 5. 2011 2001 Finding, sharing, converging
  6. 8. Morgan Stanley, April 2010
  7. 10. 50 minutes a day
  8. 11. coviewing
  9. 13. content appetites are evolving
  10. 15. 2010 Leo Burnett And Arc Worldwide
  11. 16. 79% use smartphone for shopping activities
  12. 17. Strong Web Presence the new convergence
  13. 18. identify key opportunities / challenges where mobile can provide a solution or support business goals identify unmet needs and goals of the customers that most closely align with those opportunities develop a vision around how mobile will fulfill those business and customer needs (and prioritize them) 1 2 3 strategy
  14. 19. roadmap the vision horizon
  15. 20. 2011 2012 2013 50% Smart phone Mobile website Mobile search Lay the mobile foundation Mobile apps Mobilized sales team Mobile advertising Mobile is a “first” consideration All content is mobile Mobile couponing Mobile at shelf Experiential Vertical/trade Mobile is part of connections plan Mobile Desktop > CPG Mobile Roadmap
  16. 21. journey understand the consumer
  17. 23. Mobile search, reviews, expert/sales tools QR codes Mobile ads, sponsored apps, events, SMS Mobile couponing, retail tie-ins Mobile apps Mobile social/connections Mobile content/ CRM
  18. 25. If 5% come from mobile, target separately (CTR is 3x higher)
  19. 27. 65% say mobile couponing is best form of mobile marketing
  20. 28. ½ of prescriptions filled from mobile suite are using “Refill Scan”
  21. 32. Mobile search, reviews, expert/sales tools Mobile ads, sponsored apps, events, SMS Mobile couponing, retail tie-ins Mobile apps Mobile social/connections Mobile content/ CRM
  22. 33. 2011 2012 2013 50% Smart phone Mobile website Mobile search Lay the mobile foundation Mobile apps Mobilized sales team Mobile advertising Mobile is a “first” consideration All content is mobile Mobile couponing Mobile at retail Mobile at shelf Experiential Vertical/Trade Mobile is part of connections plan Mobile Desktop > GSK Mobile Gameplan
  23. 34. workshop mobile
  24. 35. QUESTION What percentage of site traffic is coming from mobile? ________________________ What content are mobile visitors accessing? ________________________ What social traffic is coming from mobile? ________________________ How much of my paid search traffic is coming from mobile? ______________________ What are my competitors doing in mobile? ______________________ What types of devices are most common for my target? ______________________ What mobile content is most relevant for my target? ______________________ How are my retailers are using mobile? ______________________ Which apps are relevant to my business? ______________________ What success metrics make sense for my brand? _________________________ Mobile To-Do List   Knowledge is power. Who can best help you answer these questions? List multiple parties if you’d like. PARTNER/RESOURCE
  25. 36. Mind the GAP! When planning a mobile marketing strategy, remember to mind the gap: G oals. A udience. P latforms. How can mobile help you achieve your business goal? How would you see your target audience using mobile? Circle the platforms that are most for your audience: SMS /TXT iPhone Android Blackberry iPad Other phones/tablets
  26. 37. Mobile Content   This section is designed to help you record your ideas and your initial vision. List your initial thoughts of what can and cannot be mobile in your mix. Forget about constraints. 1. 2. 3. 4. 5. 1. 2. 3. 4. 5.
  27. 38. Mobile Web Successful mobile websites and applications will do fewer things, but do them better. Screens are small, and connection speeds are slow. For your brand, what are the three most critical pieces of information for the user based on these scenarios. On the Go? In The Store?
  28. 39. Mobile Search Mobile search ads have a 3x higher click through rate. The query lengths are shorter, and the most desired results are local. Users have a limited attention span. <ul><li>What’s the search phrase you’re trying to win? </li></ul><ul><li>What’s your ad say? </li></ul><ul><li>What’s your call to action? </li></ul>
  29. 40. Mobile app Typically, the best apps have some form of utility or entertainment (or both). What might be relevant for your brand? How will you take advantage of LoSoPhoMo.? Write down one idea for utility: Write down one idea for entertainment: How could you use the GPS (Lo) How could my make the experience shareable? (So) How could you use the camera or video camera (Pho) What is a success measure for your app?
  30. 41. Contact Shaun Quigley VP, Mobile Practice Director [email_address] 412.995.9500 phone @squigster
  31. 42. *mobile strategy and vision horizon for CPG

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