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CREATING SMART MOBILESTRATEGIESBessy Nikolaou / @bessyn
We’re Here To Talk AboutPeopleStrategyConnections{mobile is just the channel}
Atlantic Canadians & Mobile
Mobile Platforms               Canadian Smartphone penetration is at 32.8%, which is fourth in the world, behind          ...
Top Monthly Mobile Activities           65% send             text                                                         ...
Other Activities        17% upload                                                                                15% acce...
Let’s talk strategy
Old Marketing Funnel
New Marketing “Funnel”           Awareness                        Build your mobile           Engagement   strategy based ...
New Marketing “Funnel”            Awareness            Engagement              Intent             Support              Loy...
AwarenessFrom advertising tofindable content –expect paid or sharedmedia to fuel this firstphase
New Marketing “Funnel”             Awareness            Engagement               Intent              Support              ...
EngagementSlapping a QR code onan ad is not a mobilestrategy.
New Marketing “Funnel”           Awareness           Engagement             Intent            Support             Loyalty ...
IntentHow do you become  relevant at the point of  consideration?
New Marketing “Funnel”           Awareness           Engagement             Intent           Support             Loyalty  ...
SupportA great app and site  grants a wish – it does  a few things really  well and that’s all.
New Marketing “Funnel”            Awareness            Engagement              Intent             Support            Loyal...
Loyalty          AdvocacyAdvocatesproduce the mostcompellingmarketing of yourbrand.
Full Circle          Awareness                        Well crafted mobile         Engagement     experiences will         ...
Summary {POST}People    Know your audience and their mindset when using their mobile device    Understand how mobile fits ...
The End. Thank You!Bessy Nikolaoubnikolaou@timespacemedia.com@bessyn
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How To Develop Smart Mobile Marketing Strategies

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How To Develop Smart Mobile Marketing Strategies

  1. 1. CREATING SMART MOBILESTRATEGIESBessy Nikolaou / @bessyn
  2. 2. We’re Here To Talk AboutPeopleStrategyConnections{mobile is just the channel}
  3. 3. Atlantic Canadians & Mobile
  4. 4. Mobile Platforms Canadian Smartphone penetration is at 32.8%, which is fourth in the world, behind the United Kingdom, Spain and Italy and just ahead of the US. 30% of all mobile subscribers in Atlantic Canada own a Smartphone Only 20% of mobile users own a connected device (iPod, iPad, Kindle etc)Source: comScore MobiLens June 2011, Total Audience: 13+ yrs old [Age]
  5. 5. Top Monthly Mobile Activities 65% send text 35% access 44% use an messages news sites App monthly 49% take photos 30% use or 28% access access email a social network 29% play gamesSource: comScore MobiLens June 2011, Total Audience: 13+ yrs old [Age]
  6. 6. Other Activities 17% upload 15% access 10% upload photos to a weather video to web web 20% post a App status update (FB, Twitter) 12% access 7% scan a a map QR codeSource: comScore MobiLens June 2011, Total Audience: 13+ yrs old [Age]
  7. 7. Let’s talk strategy
  8. 8. Old Marketing Funnel
  9. 9. New Marketing “Funnel” Awareness Build your mobile Engagement strategy based on the entire customer Intent experience. Support Loyalty Advocacy
  10. 10. New Marketing “Funnel” Awareness Engagement Intent Support Loyalty Advocacy
  11. 11. AwarenessFrom advertising tofindable content –expect paid or sharedmedia to fuel this firstphase
  12. 12. New Marketing “Funnel” Awareness Engagement Intent Support Loyalty Advocacy
  13. 13. EngagementSlapping a QR code onan ad is not a mobilestrategy.
  14. 14. New Marketing “Funnel” Awareness Engagement Intent Support Loyalty Advocacy
  15. 15. IntentHow do you become relevant at the point of consideration?
  16. 16. New Marketing “Funnel” Awareness Engagement Intent Support Loyalty Advocacy
  17. 17. SupportA great app and site grants a wish – it does a few things really well and that’s all.
  18. 18. New Marketing “Funnel” Awareness Engagement Intent Support Loyalty Advocacy
  19. 19. Loyalty AdvocacyAdvocatesproduce the mostcompellingmarketing of yourbrand.
  20. 20. Full Circle Awareness Well crafted mobile Engagement experiences will organically fuel the Intent top of the marketing funnel. Support Loyalty Advocacy
  21. 21. Summary {POST}People Know your audience and their mindset when using their mobile device Understand how mobile fits into their everyday livesObjectives Define how mobile ties back to your overall business and marketing objectivesStrategy Build your mobile strategy based on the entire customer experience Always strive to build loyalty and advocacy to further fuel the top of your marketing funnelTactics That’s the easy part!
  22. 22. The End. Thank You!Bessy Nikolaoubnikolaou@timespacemedia.com@bessyn

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