Mobile MarketingA Strategic Marketing & Sales Perspective
ContentsM-LandscapeM-StatisticsM-DefinitionsM-CustomerM-MarketingM-SalesM-Strategy & ExecutionCase Study Coats
Mobile LandscapeFast PacedDynamicInnovativeHighly CompetitiveEngagementCombines Search &Social & Apps
Mobile Landscape Search • Location Based: GPS • Touch Based: Interactive Engagement • Audio Visual Based:Applications Mobile • Physical Intelligence Connection Based: Constantly linked to Professional & Social Contacts • Portable: Influence purchases & decisions on the go Social
M-Devices "I will buy with you, sell with you, talk with you, walk with you, and so following; but I will not eat with you, drink with you, nor pray with you." The Merchant of Venice (I, iii, 35-39)
M-Devices… contMobile is Life!• Mobile combines search, social and applications in one platform (Google, Facebook, Apple)• Being constantly connected to contacts, social sites and search sites.• Mobile devices are now and extension of a person and form part of their identity – brand, ring-tones, designer phones etc.• Tool for information, entertainment, & photos.• Sales Touch-point.• Mobile uptake is not dependent on region or culture.
Mobile Statistics• Online wealth is more likely to come from the 5.3 billion mobile users than from 1 billion PC users.• There are 5.3 billion mobile subscribers as of July 2011 – equivalent to 77% of the world’s population. What other medium has that reach?• Growth is led by China & India• The number of people accessing the mobile Internet is growing fast and is expected to overtake the PC as the most popular way to get on the Web within five years.• Many mobile web users are mobile-only i.e. they do not, or very rarely use a desktop, laptop or tablet to access the Web. Even in the US 25 percent of mobile Web users are mobile-only.• SMS is the king of mobile messaging. 8 trillion text messages 8 trillion text message will be sent in 2011. But consumers are also embracing mobile email, IM and MMS rapidly.• US consumers prefer mobile browser for banking, travel, shopping, local info, news, video, sports and blogs and prefer apps for games, social media, maps and music. Mobile searches have quadrupled in the last year, for many items one in seven searches are now mobile.
M-Marketing DefinitionMobile/M-Marketing is the “process of marketingcampaigns delivered via the mobile medium”.The Direct Marketing Association states thatmobile marketing has a number of uniquebenefits: It is always on, always with you and themessage us always ready.
M-Customers • Hunters not Browsers • Making Decisions on the Go
M-Customer is still KingThe most valuable asset for any business istheir customers.It is important to reflect on:• how we treat customers• how our customers believe we treat them• What it feels like to be one of our customers• How our employees believe how our customers should be treatedMobile becomes a key customer touch point.
Why Mobile is Critical for CRMWhen customer needs drive all businessdecisions – a marketing philosophy has beentruly adopted and implemented.Mobile phones and devices present anopportunity for businesses to enter into aregular and honest discussion with theircustomers.Every single time you receive customerfeedback your organization has grownstronger.
Why Mobile is Critical for CRM…contPlace the customer at the heart of allplanning and decision making and you will bebetter paced to gain a key advantage.If you give the customers what they wantthey will come back repeatedly to purchaseyour product and increase turnover andprofitability.Satisfied customers create a word of mouthfor you.
M-MarketingMost companies fail due to poor marketing.Many think that marketing is just advertising – isn’t it?Most people question whether m-commerce can addvalue to their business.Most people think there is no value to tweets and thatsocial networking sites distract employees – who shouldotherwise be engaged.
M-Sales• For most retailers, having an e-commerce presence is a no-brainer. And although many analysts predicted that by 2009 mobile commerce would be just as common, for the majority of businesses m-commerce is more a dream than reality.• A survey conducted last year by Cisco Systems found that only 15 percent of Internet retailers allowed customers to make purchases via a mobile device, and more than half of those were based outside the United States.
M-StrategyMobile Web Site + Mobile App does not form a m-strategy!M-Strategy has to be based on:• Goals• Competitive Landscape• ORM• CRM• Pilots• Business Analytics• New Tools• Integrated Sales Approach• ROI
M-Strategy…contHow we sneak through the maze of clutter, chitter& chatter via mobile – to make sure that thecustomer reads your message and remembers it.Need to be able to measure the response and beable to ask why the message did not work andwhat the learning lessons are (pilots)Execution of a mobile strategy has to be a holisticapproach that is linked to the business goals ofthe organization, the target market and the natureof the product or service.
M-Execution5G’s to Mobile Marketing:• G1: Mobile Sites• G2: Mobile Apps• G3: Mobile Text Marketing Campaigns/Blue Casting• G4: Mobile Advertising• G5: Mobile Email
M-Execution – Tips on Mobile AdvertisingEmails – ever thought about designing and writing andemail to suite the mobile platform?USE AIDA:• Attention• Interest• Desire• ActionDon’t miss the boat – keep the message short and sweetwith a clear call to action.
M-Execution – Tips on Mobile Advertising…contIntegrate social networking sites into your mobile campaigns.Text campaigns can be integrated to emailUse QR codes to encourage the mobile phone device usage to socialnetworking sitesUse Text Marketing via blog (see vishaysingh.com – Contact Us Page)Blogs to Mobile – huge value.Website to MobileBlue Tooth MarketingVideo Games
Case Study: Coats• WSI was challenged to deliver a Web-Based Solution for the client & incorporate a mobile/smart device into the equation to reduce cycle time.• Reduction of cycle time meant a 2 weeks savings to client resulting in competitive advantage.
Case Study: Coats…cont• The time saving will also increase revenue to client by 15%-20% - which translates into a good $150 to $180 million increase in terms of: – Key Elements – Design – Quality – Access – Cultural – Deployment – Training
Case Study: Coats…cont• One of the main features emerging for companies if the usage of mobile for CRM.• Through the innovative process we are implementing for Coats we will be able to achieve: – Faster turn around times – Be ahead of competitors – Better and more satisfies customers – Be literally in the hands of clients – in terms of the mobile device – Communicate via Text and SMS – Provide faster, better services to client