Mobile finance masterclass nyc slides


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Mobile finance masterclass nyc slides

  1. 1. ACTIVATING THE “CONTEXT” IN CONTEXTUAL COMMERCE An Overview from mBlox for Finance Masterclass
  2. 2. Contextual Commerce• Definition – A monetization practice where the content environment pre-qualifies the end-user as being more likely to purchase a product or service• Benefits – Offers high density of prospects…low waste – Can be much more efficient – Offers consumer insight and a meaningful foundation for brand engagement
  3. 3. Mobile‟s Role in Contextual Commerce• Uniquely capable of realizing relevance with the consumer – Mobile device is the “lifestyle remote control” – Capable of robust, brand-to-one connectivity – Adds dimension to the “context” of message consumption• Making mobile more “relevant” for the brand – Break through the clutter – Access: 44% of all media consumed out-of-home • Creates a “proximity to the consumptive decision” – Builds greater understanding of consumer behavior
  4. 4. Putting Mobile‟s Relevance in Motion• Nearly 95% of sms messages are read – 70% in less than five minutes from receipt – Achieves greater sales lift, sales velocity and campaign efficiencies• Mobile coupons deliver superior redemption rates – Not uncommon to achieve 30-40% redemption – 10-times direct mail or newspapers – 3-times online coupons• Contextual commerce conversion comparisons: – TV: .01% to .5% – Web: .5% to 1.5% – Mobile: 5% to 10%
  5. 5. Understanding the Challenges• Key indicators show Mobile‟s Brand-to-One connectivity is NOT being taken advantage of… – Average life span for an app is between 5 and 28 days – According to industry sources, 90% of all apps are opened only once – The “engagement variable” of the % of downloaded apps that are “active” is somewhere between 5% and 10%• When was the last time any brand was happy with being “relevant” to only 10% of the once-engaged customers?• Can we set the bar any lower????
  6. 6. Mobile‟s Opportunity within Finance• Capitalize on Mobile‟s unique ability of greater contextual intelligence – Mobile can target demographics, psychographics, and even geographic proximity…• Compensate for traditional media shortfalls/limits• Deliver… – Meaningful, Sustainable, Monetizable Relationships – Importance of strategy and analytics• Realizing Near-Real-Time Relevance
  7. 7. Mobile and the Financial Vertical• Be Relevant – Data/analytics key to maintaining a meaningful consumer relationship – “Value” is the ultimate currency in establishing consumer relevance• Be a brand…Act like one… – Reinforce all brand properties…not just convenience• Activate “Context” – Not just who the target is…and what the message is…BUT where they are, where they have been, and where likely to go…• Apps can have more value than receipts/balances/alerts… – Deals and offers from “qualified” commercial accounts – “Seal of Approval” mobile payments mechanism for seamless, secure transactions… – Fraud protection…security platform – Rich content addressing broader brand properties…
  8. 8. Critical to Remember• Goal – Getting the consumer to transact is not the goal… – The goal is getting the consumer to transact…AGAIN• The Road to Relevance – Lifestyle pertinence is the ultimate portal to connectivity – Value can morph a connection into an engagement – Offering Value with Frequency…and engagement can build to trust• The Right Mobile Strategy Takes You There
  9. 9. mBlox: Powering Mobile Commerce• Core business of mobile messaging and payments – Sits between the transacting brand and the consumer 5 billion times annually• mCommerce innovation suite dedicated to next-generation engagement – Hyper-local behavioral intelligence offers “context on steroids:” • not just who you are and where you are…but where you have been… – Heightened handset functionality • Rich content push, campaign targeting and management
  10. 10. Rio Launched 20th May 2011 on Android and October 1st 2011 on iPhone / iPad
  11. 11. The Brief• Give Rio fans around the world access to exclusive content• Deliver content to fans for free; control download of rich data through WIFI channels• Build two-way communication between Rio & his fans• Develop mobile as a retail channel• Enable social engagement• Create a marketing community
  12. 12. In-App stats – demonstrateshigh social engagement• Average views per video clip is over 4 – Can be as high as 7-plus• Most devices watching new video releases• Average view length approaches 1:00• Now over 100,000 downloads• Active downloads near 50% of total universe And we know each individual response and can communicate on a region, country, city, town or person basis
  13. 13. Summary• Marketers should consider not just the content…but the context…for maximum return – Relevant messaging commands greater engagement – Heightened contextual intelligence offers best chance for ROI…with emphasis on the “Return”• Campaign refinement is an ongoing opportunity – The goal: Real-Time Relevance with your audience
  14. 14. THANK YOU! #mbloxglobal
  15. 15. Mobile strategies Revenue Brand Strategies Strategies Retention Differentiation Experience Acquisition Monetisation Accessibility Expectations Immediacy Lower CPAs McommerceGreater usage Comp advantage Better service Greater returns New rev streams
  16. 16. Once you’ve invested in creating your mobile properties and presence,how do you maximize their success?
  17. 17. Mobile activity process How could Mobile How can we bestBusiness and be used to help engage with our Marketing achieve these audience in Objectives objectives? mobile? The Role of Mobile strategy mobile What is the most What is the How can we effective way ofmobile activity maximize delivering the achieving? Mobile‟s strategy? effectiveness? Campaign Mobile Mobile delivery evaluation development
  18. 18. Maximising Mobile SuccessMobilizing existing activities Activate Mobile Marketing ATL advertising Mobile Search Fixedline search Display Advertising activity Instore/promo material SMS/MMS marketing Existing CRM HTML5 mobile Activity Email marketing Mobile video/prerole Fixedline Display/Behavioral Appstore/marketplace presence Sponsorships Mobile SEO TV Advertising Carrier partnerships Website Mobile email marketing Partnerships VOD
  19. 19. Key tools for maximising success EffectiveTracking Creativity Planning and Buying
  20. 20. Effective tracking
  21. 21. The Right Tracking MsitePublishers (CPM) Optimization Banner/ Tracking Banners HTML Ad Unit Networks Bannerclick Time of day Network Day of weekNetworks (CPC) Publishers Publisher Coded Publisher groups publishers Application App downloads Events Section Virtual CPA Carriers searched Behavioral groups (CPC/CPM) Actions taken Usage Location H/M/L Usgae Activity Usage Retargeting
  22. 22. The advantages of YSDK Fully trackable Plan on through to virtual costconversions per iOS and acquisition Android In app event Conversion reporting attribution of web to app and app to web
  23. 23. Mobile Creative
  24. 24. Rich Media Advertising Effectiveness Smartphone Users are 50% Ad awareness more likely to Increased By recall an 25% For expandable expandable banner bannersSource: IAB UK
  25. 25. Multi Banner HTML5 Expandable
  26. 26. Multi Banner HTML5 Expandable
  27. 27. Multi Banner HTML5 Expandable
  28. 28. Multi Banner HTML5 Expandable
  29. 29. Multi Banner HTML5 Expandable
  30. 30. Multi Banner HTML5 Expandable
  31. 31. Rich Media Capabilities SHAKE & TILT ANIMATION FACEBOOK Accelerometer control for Fluid automation engine with Post to wall on Facebook engaging experience / games high performance sequencing TWITTER 360 DegreesPost status update to Twitter Product Rotations & Panoramas DRAG & DROP IMAGE GALLERY UI for puzzles, builders and Tactile galleries with more thumbnails & downloads SMART DAYPARTING SOUND BOARD Creative or offer varies byTap to play sound immediately time of day COMPLEX ANIMATIONS Mapping FORM CAPTURESlide, fade, object paths and Link through to Google maps Text, pull down, checkbox & more 36 form validation for lead gen with option for branded pins
  32. 32. What can Yodelmobile provide?The most cutting edge HTML5 Ad CreationserviceBuild Once, Run Everywhere Ads run Across iOS & Android devices ( others to come Q2 2012 ) All Ads we create can be served through all major mobile ad networks and 100+ premium publishers 37
  33. 33. Creative Banner delivery - HTC
  34. 34. Planning Mobile activity
  35. 35. Branding Works on MobileAverage Brand Lift of Mobile Display Campaigns +13% +16% +24% +76% +58% +44% 1) Sample includes hundreds of mobile display campaigns Source: Goole: Insight Express Online & Mobile Norms, Nov‟07 to Dec‟09
  36. 36. Mobile Drives ResponseConversions Click Through Rate Cost Per Acquisition +80% -15% +43% Separating out mobile campaigns from desktop drives significant performance gains Source: Google internal data, 41
  37. 37. The P&B Rule book1. Make sure your activity is trackable2. Use the right solutions for the objectives ie clicks, impressions, video, data capture, click to call etc3. Mobile is not just search, its also Networks, Publishers and carriers4. Test, learn and implement5. Mobile advertising doesn‟t have to be simply banners6. Buy effective prices not the cheapest
  38. 38. Thank
  39. 39. 10 rules for leveraging the mobilechannel
  40. 40. About Golden GekkoWho we are and what we do. 46
  41. 41. About UsCross platform specialists since 2005Team of 130+ people across 5 countries+400 apps in the past 12 months + + +Your business is here… And Here And also here… too… here. 47
  42. 42. About UsMore than 200 brands and agencies have put their trust in us. 48
  43. 43. PortfolioBloombergLive Finance Data. 49
  44. 44. 10 rules for leveragingthe mobile channel 50
  45. 45. 10 rules for leveragingthe mobile channel1. What do you want to achieve?2. Get the whole picture3. Be relevant4. Be yourself5. Pick the right platforms6. Usability7. Ubiquity8. Uniquely Personal9. Mocial10. Don‟t hide the app 51
  46. 46. 1. What do youwant to achieve?Examples... Mobile app as part of a branding strategy to help position the make A tool to raise awareness of an upcoming release or the launch of a new brand Create a new sales channel to reach customers and drive sales Mobile app as an extension for an existing service Drive footfall to a brick and mortar store Engage customers at the POS and enhance the in-store shopping experience 52
  47. 47. 2. Get the wholepictureMobile isn‟t standalone Interlink between channels. Let channels “play” with each other, the more interaction, the more engaged the customer Cross-promote throughout all channels. Use NFC, QR Codes or links to connect mobile with OOH Media, Print or TV and vice versa. Create and benefit from synergies 53
  48. 48. 3. Be relevantFollow the user‟s journey anddetect potential touchpoints. Fit the audience Provide a reason to download your app Exclusive content Discounts An app needs to be maintained Take advantage of updates 54
  49. 49. 4. Be yourselfDon‟t chase the latest buzzjust to be cool Work from your values, your positioning and your message Create a logical connection between the app and its functionalities. 55
  50. 50. 5. Pick the rightplatformsNot everyone has an iPhone or anAndroid. Not even a smartphone. The audience will tell you everything you need to know Get the basics right (so yes to a mobile site) 56
  51. 51. 6. UsabilityMake people love your mobilepresence. Mobile is not Online. It‟s not just another digital screen Smaller screen. Longer loading times User journey needs to be well thought out Transaction need to be simple, yet secure Navigation through voice- recognition should be taken into account 57
  52. 52. 7. UbiquityMobile goes everywhere Take advantage of “anytime, anywhere” The bridge between the individual and everything around them, virtual or real Create time pressure to boost mobile sales 58
  53. 53. 8. Uniquely PersonalRespect the user‟s choice Never assume that the user wants to be open with you Users are willing to share information, but on their terms Ask permission. Always take the opt-in route Reward them for joining in 59
  54. 54. 9. MocialMobile is inherently social Most users are logged into Facebook Create fast login/ sign up through social networks Enable and encourage sharing Provide content that encourages sharing Let your fans do the publicity 60
  55. 55. 10. Make your mobileservices easy to findMobile apps and websites don‟tmarket themselves If no one knows you have a mobile presence, no one will download your app or access your mobile web Promote mobile through other channels Make mobile part of „The Marketing Plan‟ Give incentives for downloading your app and promote them 61
  56. 56. Miguel BanuelosDirector of Accountsemail mb@goldengekko.commobile +1 917 972 1985