Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Mobile Marketing Primer for "Change Your Mindset mobile primer 5 26

1,557 views

Published on

Master Class Presentation (more how to that compiled quickly for this last minute presentation) on Mobile Marketing at "Change Your Mindset Conference at the Hilton Molino Stucky in Venice Italy May 2013. Hosted by PR Technologies.

Published in: Technology, Entertainment & Humor
no profile picture user

  • Be the first to comment

  • Be the first to like this

Mobile Marketing Primer for "Change Your Mindset mobile primer 5 26

  1. 1. greg@gregstuart.com Twitter.com/gregstuart1
  2. 2. greg@gregstuart.com Twitter.com/gregstuart2Mobile Marketing PrimerSome Thoughts & Examples onMobile MarketingChange Your MindsetVenice - May 2013com
  3. 3. greg@gregstuart.com Twitter.com/gregstuart3Preface to This Session1. No one, not even the MMA, has written thedefinitive Guide on How to Mobile Marketing2. Thus, I’d prefer to make today a discussion– Fine to have you ask questions– Better for the Audience to answer3. If not, I have a lot of content we can cover; but stillbetter for you to make relevant to your situation.4. And, yesterday’s Presentation is on Slide Sharehttp://www.slideshare.net/gregstuart/change-your-mindset-mobile-keynote
  4. 4. greg@gregstuart.com Twitter.com/gregstuart4Today’s Focus1. Context to Consumers & Mobile2. Why is there Opportunity in Mobile?3. What is Mobile Marketing?– Mobile Ad Unit Primer4. 7 Steps - Mobile Marketing Success5. Quick Glimpse at the Future4
  5. 5. greg@gregstuart.com Twitter.com/gregstuart5Asia Pacific(APAC)SingaporeChinaIndiaPhilippinesVietnamLatin America(LATAM)ArgentinaBrazilMexicoColumbiaEurope, MiddleEastand Africa (EMEA)AustriaEast AfricaFranceGermanyHungaryItalyMiddle EastNordicsPortugalSpainSouth AfricaTürkiyeUKMMA Global Reach – Local RelevanceNorth America(NA)
  6. 6. greg@gregstuart.com Twitter.com/gregstuart6MMA proprietary andMarketers Agencies Media Sellers Apps Operators Enabling TechnologiesMMA Members
  7. 7. greg@gregstuart.com Twitter.com/gregstuart7Context to Consumers andMobile
  8. 8. greg@gregstuart.com Twitter.com/gregstuart8Why mobile?Can youimagine livingwithout it?Context
  9. 9. greg@gregstuart.com Twitter.com/gregstuart98 short years . . .
  10. 10. greg@gregstuart.com Twitter.com/gregstuart10
  11. 11. greg@gregstuart.com Twitter.com/gregstuart1101234567819621967197219771982198719921997200220072012Global Media June of 2013Source: TomiAhonen Almanac 2012 and TomiAhonen Mobile Forecast 2012-2015Population 7.1BFM Radio 4.2BInternet 2.5BTV 1.9BPC 1.4BLandline 1.1B
  12. 12. greg@gregstuart.com Twitter.com/gregstuart12Global Media June of 2013Source: TomiAhonen Almanac 2012 and TomiAhonen Mobile Forecast 2012-201501234567819621967197219771982198719921997200220072012Population 7.1BMobile 7.1BFM Radio 4.2BInternet 2.5BTV 1.9BPC 1.4BLandline 1.1B
  13. 13. greg@gregstuart.com Twitter.com/gregstuart131 years2.9 years3 years4 years13 yearsiPhoneiPodInternetTVRadioThe Adoption Rates are Faster than EverSource: United Nations Cyber Document, Apple, FacebookYears to Reach 50 Million Users
  14. 14. greg@gregstuart.com Twitter.com/gregstuart14The age of the customer
  15. 15. greg@gregstuart.com Twitter.com/gregstuart15VerySimilarMobileBehavior inRussia as inU.S.Source: Nielsen: TheMobile ConsumerReport Feb 2013
  16. 16. greg@gregstuart.com Twitter.com/gregstuart16
  17. 17. greg@gregstuart.com Twitter.com/gregstuart17But Really Why is theirOpportunity In Mobile
  18. 18. greg@gregstuart.com Twitter.com/gregstuart18
  19. 19. greg@gregstuart.com Twitter.com/gregstuart19Three Basic Opportunities in Mobile1. Mass Advertising &Communications Channel2. Loyalty & Relationship BuildingChannel (Apps at the center)3. Instant Personal CommunicationsChannel (immediacy & messaging)
  20. 20. greg@gregstuart.com Twitter.com/gregstuart20Recommended Optimized ShareMobile Marketing is 7%While the average optimized mix in mobile is 7%, that figure likely is lower forlow involvement brands and higher purchase funnel (LIHP), but higher for highinvolvement brands and lower purchase funnel (HILP).Product Category Campaign GoalLow Involvement High InvolvementHigher PurchaseFunnelLower PurchaseFunnel(CPG,Entertainment,etc.)(Auto, Finance, etc.)(Awareness,Familiarity)(Consideration,Purchase Intent)OptimizedPercent ofMobile in Mix5% 9% 5% 8%Avg. Mobile7%Mobile ad units included: Ads in Mobile Web (Display Ads), Ads inApps, Mobile Video Ads, Mobile Games Ads, Mobile Social, Tablets
  21. 21. greg@gregstuart.com Twitter.com/gregstuart21What Drives Optimization?1. Ad Effectiveness of Mobile2. + Cost3. + Smart Phone Penetration (37% in U.S.)(reach & frequency in essence)Russia percent SmartPhones is 29%!!(Soon to be 38%!!!)
  22. 22. greg@gregstuart.com Twitter.com/gregstuart22Mobile advertising effectiveness© 2012 InsightExpress. Used by permission.www.InsightExpress.com
  23. 23. greg@gregstuart.com Twitter.com/gregstuart230%20%40%60%80%100%1 2 3 4 5 6 7 8 9 10Frequency or Budget2. New Media Benefit from LowerDiminishing Returns%ofBrandImpactAwareness,ImageorPurchaseIntent DiminishingReturn Curve12345
  24. 24. greg@gregstuart.com Twitter.com/gregstuart243. As a Result -10x value in New MediaInterpretation: If it cost Roadblock $1 (indexed at 100) to increase purchase consideration, then itcost $1.35 for Online, $4.56 for magazine and $11.04 to TV to achieve the same increase.Brand Metric:PurchaseConsideration(top 2 box)RelativeCost Index Relative CostTV 1104 $11.04Magazine 456 $4.56Online 100 $1.00
  25. 25. greg@gregstuart.com Twitter.com/gregstuart251. New Media Reaches a New AudienceTV UseOnlineUseHeavierHeavierLighterLighterHeavy TVHeavy OnlineHeavy TVLight OnlineLight TVLight OnlineLight TVHeavy Online26% 38%15% 21%MediaUsageamong18-49yearoldtarget34.3 Million!
  26. 26. greg@gregstuart.com Twitter.com/gregstuart262015 Recommended OptimizedShare Mobile Marketing is 7%Product Category Campaign GoalLow Involvement High InvolvementHigher PurchaseFunnelLower PurchaseFunnel(CPG,Entertainment,etc.)(Auto, Finance, etc.)(Awareness,Familiarity)(Consideration,Purchase Intent)OptimizedPercent ofMobile in Mix7% 13% 7% 12%Avg. Mobile10%Mobile ad units included: Ads in Mobile Web (Display Ads), Ads inApps, Mobile Video Ads, Mobile Games Ads, Mobile Social, Tablets
  27. 27. greg@gregstuart.com Twitter.com/gregstuart27slide titleFear, Uncertainty, Etc.
  28. 28. greg@gregstuart.com Twitter.com/gregstuart28"Put your best people on mobile.”- Eric Schmidt, Google
  29. 29. greg@gregstuart.com Twitter.com/gregstuart29But What is Mobile (and thusMobile Marketing)
  30. 30. greg@gregstuart.com Twitter.com/gregstuart30Mobile is…[Everything]• What comes to your mind when wesay mobile ?
  31. 31. greg@gregstuart.com Twitter.com/gregstuart31Feature phones- Meaning, few featuresDevices enabling engagementSmartphones- Browsers, video, Siri, etc.Connected devices- Tablets, Kindles, eReaders
  32. 32. greg@gregstuart.com Twitter.com/gregstuart32Opportunities for mobileengagementInstalledCapabilitiesMobilePaymentsCommunicationSMSMMSMobileEmailVoicePushNotificationContentMobileInternetMobile AppsInteractiveMediaCommunityEarned Media Shared Media
  33. 33. greg@gregstuart.com Twitter.com/gregstuart33Channels for delivery33
  34. 34. greg@gregstuart.com Twitter.com/gregstuart34Source: comScore study, December 2012
  35. 35. greg@gregstuart.com Twitter.com/gregstuart35Effect of mobile on path to purchasesource: eMarketer, Jan 2012
  36. 36. greg@gregstuart.com Twitter.com/gregstuart36Map the touch points andunderstand how mobile canextend and enhance, notreplace other channels
  37. 37. greg@gregstuart.com Twitter.com/gregstuart37mobileadvertisingtraditionaladvertisingactivationsponsorshipactivationconsumerpromotionactivationmobileincentives &couponsin-storemobilemarketingVIP/rewardsprogrammobiledatabasemarketingDIGITAL TOUCHPOINTSOFFLINE TOUCHPOINTSPath to Purchase is the New ModelOpt-inAWARENESS ENGAGEMENT TRANSACTION LOYALTYApp promoAugmented realityQR codesMobileCouponsMobilewalletSocialintegrationPrint Signage In-store RewardsSource: Vibes, 2012
  38. 38. greg@gregstuart.com Twitter.com/gregstuart3834%of US smartphone owners said they hadabandoned a purchase in store after seeinga negative review on their mobile
  39. 39. greg@gregstuart.com Twitter.com/gregstuart39PrintMobileTVInternet In-StoreTurn Passive Advertising Channels IntoInteractive Experiences
  40. 40. greg@gregstuart.com Twitter.com/gregstuart40But Mobile has a Number ofUnique Advantages1. Mobile is Personal(one person per phone)2. Mobile is Pervasive(everywhere, all the time)3. Mobile has Proximity(tracking location)
  41. 41. greg@gregstuart.com Twitter.com/gregstuart41Ask questions like....what can we do differently now thatwe have mobile?
  42. 42. greg@gregstuart.com Twitter.com/gregstuart42But even more so, act like amarketer…..AcquisitionRetention/LoyaltyBrand Building
  43. 43. greg@gregstuart.com Twitter.com/gregstuart43Three models for buying mobileadvertisingUsing mobile to activatetraditional mediaMessaging opt-inDrive to social mediaQR codesClick to CallExtending existingcampaigns to mobileMobile display adsRich Media display adsMobile videoMobile searchMobile audioBuilding campaignsuniquely for mobileMobile appsMobile gamesLocation-based ads
  44. 44. greg@gregstuart.com Twitter.com/gregstuart44Activating a mobile experienceWhere is thebrandimpact?The ad itselfThe post-tapexperienceWhat is theexperience?StaticMotion/SoundCall to actionTechnicalrequirementsCreativedevelopmentAd sizes andformatsOptimizedlandingpagesCross-platformanalytics
  45. 45. greg@gregstuart.com Twitter.com/gregstuart45MMA mobile advertising call-to-actionguidelines• Launches the web browser• Initiates outgoing call• Initiates video play• Initiates an SMS message• Activates map application• Jump page or web visit• Activates in-ad featuresAction• Click-to-Mobile Web• Click to call• Click to video• Click to SMS• Click to locate• Click to buy• Click to storyboardTapGet the MMA universal mobile ad package here:http://mmaglobal.com/whitepaper?filename=MMAUniversalMobileAdPackageDec2011.pdf
  46. 46. greg@gregstuart.com Twitter.com/gregstuart46Mobile Advertising Ad UnitPrimer and Examples
  47. 47. greg@gregstuart.com Twitter.com/gregstuart47Types of advertisingDisplayRich Media In ContentIn MessageSearchAt Location
  48. 48. greg@gregstuart.com Twitter.com/gregstuart48Smartphone Formats:• 320x50, 320x48, 300x50, 300x250Feature Phone Formats• 120x20, 168x28, 216x36Tablet Formats:• 728x90, 300x250, 160x600MMA mobile display advertising unitsizesSupporting MMA multiple display adformats and sizes is essentialGet the MMA universal mobile ad package here:http://mmaglobal.com/whitepaper?filename=MMAUniversalMobileAdPackageDec2011.pdfSee how the Cherokeehandles the snowExample courtesy ofMojiva
  49. 49. greg@gregstuart.com Twitter.com/gregstuart49MMA mobile web advertising unitdefinitionsFormat Key attributes Main benefitsMobile web banner ad Universal with color, still images,text, and links.Useful in mass-marketingcampaigns. Good user experienceacross all web-capable devices.Rich media mobile ad Acts as a static ad until activatedto display motion and video.Increased engagement throughactivation of the ad.Web interstitial ad Full-screen ad displays betweenpage loads.Content utilizes entire screen. Usermust touch to close ad.WAP 1.0 banner ad Still graphics formatted to becompatible with older featurephones.Useful in reaching audiences withfeature phones and older dataplans.Text tagline ad Text-only ad unit often usedbelow a banner ad to emphasizethe clickable nature of the ad.Highlighting the ability to click thead can increase response rates,especially on older feature phones.Get the MMA universal mobile ad package here:http://mmaglobal.com/whitepaper?filename=MMAUniversalMobileAdPackageDec2011.pdf
  50. 50. greg@gregstuart.com Twitter.com/gregstuart50Example courtesy of MojivaWeb banner tablet exampleRotating stillimages, text, andlink to mobilesite.
  51. 51. greg@gregstuart.com Twitter.com/gregstuart51Interstitial smartphone web exampleExample courtesy ofMojiva. Rich media by Vdopia.Full screen adloads betweenpages untilclosed.
  52. 52. greg@gregstuart.com Twitter.com/gregstuart52Example courtesy ofMojiva. Rich media by Sprout.Expandable adsdeliver contentwhile still withinthe publishersite.Expandable web ad example
  53. 53. greg@gregstuart.com Twitter.com/gregstuart53Download FreeWallpaperExample courtesy of MojivaRich media banner ad exampleRich mediadraws the eyeand allowsengagingcontent.
  54. 54. greg@gregstuart.com Twitter.com/gregstuart54Example courtesy ofMojivaRich media with hotspot activationHotspots appearin ad unit.
  55. 55. greg@gregstuart.com Twitter.com/gregstuart55Example courtesy ofMojivaRich media with hotspot activationHotspots activateexpandedinformation.
  56. 56. greg@gregstuart.com Twitter.com/gregstuart56Mobile application advertising unitdefinitionsFormat Key attributes Main benefitsApp banner ad Universal with color, still images,text, and links.Useful in mass-marketingcampaigns. Good user experienceacross all app-capable devices.App interstitial ad Full-screen ad displays duringlaunch, exit or as a ‘splash’ pagein app.Content utilizes entire screen. Canutilize sound and motion.Rich media app ad Acts as a static ad until activatedto display motion and video.Increased engagement throughactivation of the ad.Integrated mobile app ad Formatted to be compatible withthe content in-app.Passive interaction with the ad butimpossible for the app user toignore.Branded mobile app Entire app created by brand withbranded look and feel.Completely branded experiencethroughout all stages.Sponsored mobile app Publisher creates app withsponsorships at various stages.Branded experience can be targetedto specific actions and content.Get the MMA universal mobile ad package here:http://mmaglobal.com/whitepaper?filename=MMAUniversalMobileAdPackageDec2011.pdf
  57. 57. greg@gregstuart.com Twitter.com/gregstuart57Interstitial game exampleExample courtesy ofMojiva
  58. 58. greg@gregstuart.com Twitter.com/gregstuart58Integrated example during gameentryExample courtesy ofMojiva
  59. 59. greg@gregstuart.com Twitter.com/gregstuart59Interstitial overlay exampleExample courtesy ofMojiva
  60. 60. greg@gregstuart.com Twitter.com/gregstuart60Mobile video and TV advertising unit definitionsNon-linear ad breaks(shared within the video display)Overlays Companions InteractiveLinear ad breaks(rendered before, during or after video)Billboards Bumpers Pre-roll Mid-roll Post-rollBookendsGet the MMA universal mobile ad package here:http://mmaglobal.com/whitepaper?filename=MMAUniversalMobileAdPackageDec2011.pdf
  61. 61. greg@gregstuart.com Twitter.com/gregstuart61Example courtesy ofMojivaTap to video tablet example
  62. 62. greg@gregstuart.com Twitter.com/gregstuart62Example courtesy of Mojiva.Rich media by Phluant.Expandable video ad unit exampleExpandablevideo playswithin theexpanded adunit.
  63. 63. greg@gregstuart.com Twitter.com/gregstuart63Download FreeVideo HereDownload FreeWallpaper HereExample courtesy ofMojivaVideo with engagement overlayVideooverlaysinviteadditionalengagement
  64. 64. greg@gregstuart.com Twitter.com/gregstuart64Post-tapincludesdownloadablewallpapersLeveraging device features withactionsExample courtesy ofMojiva
  65. 65. greg@gregstuart.com Twitter.com/gregstuart65Don’t Forget the BasicsOnly three things to get right in anymarketing campaign:1. Motivation2. Message3. Media
  66. 66. greg@gregstuart.com Twitter.com/gregstuart667 Steps to Practical MobileMarketing Implementation &Inspiration
  67. 67. greg@gregstuart.com Twitter.com/gregstuart67Defining Mobile MarketingMobile Marketing is the set ofpractices that enable organizationsto engage, communicate and mutuallyexchange value with their audience inan interactive contextually relevantmanner through any mobile device orwireless network.
  68. 68. greg@gregstuart.com Twitter.com/gregstuart681Source: Zokem Research, January 2011Executive buy-in iscritical for bettermobile successv
  69. 69. greg@gregstuart.com Twitter.com/gregstuart69Howard Schultz, Starbucks CEOJan 2013, NRF Convention & ExpoThere is a seismic change inconsumer behavior that islinked to technology such associal and mobile platforms.‖
  70. 70. greg@gregstuart.com Twitter.com/gregstuart70Industries That Get Mobile Matters• Retail• Automotive• Media & Content & Entertainment– TV, Movies, Games, Print, etc.• Those that want Direct Connection totheir Consumers• Product Transformations (Nike FuelBands, Band Aids Magic Vision, etc)• Nearly everyone to some degree
  71. 71. greg@gregstuart.com Twitter.com/gregstuart71Showrooming Study - Activities71Vibes Mobile Consumer Survey 2012
  72. 72. greg@gregstuart.com Twitter.com/gregstuart7225% Apparently Purchase Elsewhere72
  73. 73. greg@gregstuart.com Twitter.com/gregstuart73More Showrooming Experience73
  74. 74. greg@gregstuart.com Twitter.com/gregstuart742Source: Zokem Research, January 2011Create an InnovationFrameworkfor testing & learningv
  75. 75. greg@gregstuart.com Twitter.com/gregstuart75Innovation FrameworkInnovate, Innovate, Innovate:70% budget to what you know works20% to innovating off of what works10% to brand new ideas
  76. 76. greg@gregstuart.com Twitter.com/gregstuart761. Universal Agreement to Goals2. Have a Back Up Plan (Plan B)3. Know the Value of each DollarMight I Suggest…from ―What Sticks‖
  77. 77. greg@gregstuart.com Twitter.com/gregstuart771. Universal Agreement to Goals2. Have a Back Up Plan (Plan B)3. Know the Value of each DollarWhat Sticks’ Leadership Steps
  78. 78. greg@gregstuart.com Twitter.com/gregstuart78slide titleUniversal AgreementHow many companies haduniversal agreement?
  79. 79. greg@gregstuart.com Twitter.com/gregstuart791. Universal Agreement to Goals2. Have a Back Up Plan (Plan B)3. Know the Value of each DollarWhat Sticks’ Leadership Steps
  80. 80. greg@gregstuart.com Twitter.com/gregstuart80slide titleHave a Back Up PlanHow many Companies had aBack up Plan?
  81. 81. greg@gregstuart.com Twitter.com/gregstuart81Or Another ExampleFor 5 select studies, creative testing was done prior tothe research launch:Only 1 brand’s ads required no adjustment2 brands found 1/2 the ads were not effectiveDiluting the effectiveness of the campaign2 brands discarded ALL ads & started all overBoth developed ads that scored much betterWho were the 5 Advertisers?P&G J&J Kraft Nestle Target
  82. 82. greg@gregstuart.com Twitter.com/gregstuart821. Universal Agreement to Goals2. Have a Back Up Plan (Plan B)3. Know the Value of each DollarWhat Sticks’ Leadership Steps
  83. 83. greg@gregstuart.com Twitter.com/gregstuart83slide titleKnow the Value of Each $More Complicated, MoreExpensive, But Worth It
  84. 84. greg@gregstuart.com Twitter.com/gregstuart84To SummarizeHave a pre committed plan for changefrom everyone.–Six Sigma calls it ―having an actionplan‖
  85. 85. greg@gregstuart.com Twitter.com/gregstuart85Source: Zokem Research, January 20113Create “mobile-unique”experiences
  86. 86. greg@gregstuart.com Twitter.com/gregstuart86Surf alerts only possible through mobile
  87. 87. greg@gregstuart.com Twitter.com/gregstuart87Phones/Apps Are Still Getting Even Smarter
  88. 88. greg@gregstuart.com Twitter.com/gregstuart88What is Currently in a Phone:1. Accelerometer2. Digital Compass3. GPS4. Outdoor Temperature5. Augmented Reality6. Barometer1. Relative Humidity7. Proximity8. Near-Field Communications9. Microphones10. Magnetic Field (Magnetometers)11. Gravity12. Gyroscope13. Light14. Linear Acceleration15. Voice ControlWhat Could be in a Phone:Heart Rate MonitorsLearn User PatternsMicrobolometers (Infrared)Motion ControlMood SensorsPhysical Sensation of Touching (Vibration to Translate Texture ofGarment on device)Smart-Phone Sensor NetworksSmell TransmitterSpeed SensorTaste SensorPerspiration SensorBiometric Sensors• Iris Recognition (Eyes)• Fingerprint Recognition• Face Recognition• DNA RecognitionChemical Sensors• Radiation Levels• Foods Level of Organicity• Surrounding Light Levels• EMF (Electromagnetic Frequencies)Conversational Voice, Voice RecognizerIndoor TemperatureAnalyze Breath for Alcohol Content etc.Altimeter To Detect Elevation (Mountains, Buildings)Smartphone have a LOT of Sensors
  89. 89. greg@gregstuart.com Twitter.com/gregstuart89Source: Zokem Research, January 20114Deliver value thatenhances customers’ lives
  90. 90. greg@gregstuart.com Twitter.com/gregstuart90Pharmacy: Can send you a push notification when yourprescription is ready, [and] we’ll send you a pushnotification when it’s time to refill it again.‖
  91. 91. greg@gregstuart.com Twitter.com/gregstuart91Blackhawks gives users detailed timing controls
  92. 92. greg@gregstuart.com Twitter.com/gregstuart92MobileadvertisingDirectResponsePermission SamplingCompeti-tionsOn-packACQUISTION760 million calls from 35 million users300% increase in Axe sales
  93. 93. greg@gregstuart.com Twitter.com/gregstuart93• Revolutionary idea: create a companion app for a TV show.―We were thinking: what can you do with a mobile devicethat you can’t do online—what can you do with touch, withlocation, with a camera that would also create a compellingreason for people to sit down and tune into the show?‖
  94. 94. greg@gregstuart.com Twitter.com/gregstuart945Personalize and createengaging experiences
  95. 95. greg@gregstuart.com Twitter.com/gregstuart95Blackhawks gives users detailed timing controls
  96. 96. greg@gregstuart.com Twitter.com/gregstuart966Capitalize on location asthe game-changer
  97. 97. greg@gregstuart.com Twitter.com/gregstuart97Create layers of value in exchange
  98. 98. greg@gregstuart.com Twitter.com/gregstuart98Proximity boosts performanceThe most likely response to locationaware retailer communication on asmartphone:Mobile ad performance has a directcorrelation to proximity:• CTRs increase by 26-48% forads served within 5 miles of theestablishment*• 72% higher interaction rate forgeo-targeted vs. nationallytargeted campaigns***YP study, 2012**Range Online MediaSource: Latitude, December 2012 –owners of all three devices
  99. 99. greg@gregstuart.com Twitter.com/gregstuart99• The way to overcome the noisebombardment out there is not to shoutlouder, it’s to get really relevant.‖
  100. 100. greg@gregstuart.com Twitter.com/gregstuart100Case study: Roaming geo-fence62.5% Higher CTR in campaign using aroaming geo-fenceLift in purchase intentOBJECTIVE Increase purchases of Halls CoughDropsSOLUTION Geo-fence pharmacy and retaillocations in ―high flu index‖areas using a CDC data feed.(A/B test included national andlocalized Roaming geo-fencecampaigns)RESULTS3.5%
  101. 101. greg@gregstuart.com Twitter.com/gregstuart1017The end game is loyalty
  102. 102. greg@gregstuart.com Twitter.com/gregstuart102Upsell Self-service CRMRETENTION30% response rate generating inexcess of Euro 2million in sales
  103. 103. greg@gregstuart.com Twitter.com/gregstuart103Upsell Self-service CRMRETENTION150,000 mobile boardingpasses per month or 15% ofall check-ins
  104. 104. greg@gregstuart.com Twitter.com/gregstuart104text based social networking in Pakistan
  105. 105. greg@gregstuart.com Twitter.com/gregstuart105
  106. 106. greg@gregstuart.com Twitter.com/gregstuart106QUICK OF MOBILE’S FUTURE
  107. 107. greg@gregstuart.com Twitter.com/gregstuart107
  108. 108. greg@gregstuart.com Twitter.com/gregstuart108
  109. 109. greg@gregstuart.com Twitter.com/gregstuart109where is the phone?
  110. 110. greg@gregstuart.com Twitter.com/gregstuart110epidermal?
  111. 111. greg@gregstuart.com Twitter.com/gregstuart111So, while…Nothing Gets You CloserTo Your CustomerThan Mobile
  112. 112. greg@gregstuart.com Twitter.com/gregstuart112112Nothing Gets You Closer toTransforming Your Businessthan MobileTruth is…
  113. 113. greg@gregstuart.com Twitter.com/gregstuart113greg@gregstuart.com+1 631 702 0682спасибоwww.gregstuartspeaker.comwww.slideshare.net/gregstuart com
  114. 114. greg@gregstuart.com Twitter.com/gregstuart114

×