Mobile: Shaping the Future ofMarketing InnovationStephanie Bauer MarshallDirector, Precision Market Insights from Verizon
Most Overused Headline of the Decade                                   3
That‟s SO Last Year                                       Powerful Devices & Powerful Networks     Mobile phones are now i...
Phones are an integral aspect of a consumer‟s life                       337.1M                                           ...
Bar graphs do not do justice to the scale at                                                                         which...
Mobile marketing is about catching consumers     on the go and driving them to take action                                ...
Effective mobile marketing requires a closed                                        loop approachRequirements for Closed L...
Common Challenges to “Understand”             Consumers in Mobile   Understand (Measurement)   Understand which audience  ...
Carriers are developing solutions to help                 marketers “understand”                                          ...
Common Challenges to “Engage” Consumers                          through Mobile          Engage (Targeted Marketing)      ...
Creating a Compelling Mobile ExperienceConsumers demand the latest content     Making it        Making it          Making ...
Case Studies: NFL                13
Add Mobile Engagement Triggers to                                    Your Traditional MediaStarStar Codes     Print     Ra...
Add Mobile Engagement Triggers to                       Your Traditional MediaQR Codes                       Results: 150,...
Follow the Mobile Consumer… on the device                                            16
Common Challenges to Enable Consumers to                “Transact” through Mobile          Transact (Adoption)          Dr...
Carriers are developing solutions to help                                            marketers “transact”The mobile device...
…and the external momentum is not slowing                                        19
Privacy = Transparency, Choice, & ControlFor Verizon, privacy is veryimportant and as we aredeveloping these solutions –Pr...
Key Takeaways• Understand your consumer• Engage with your consumer• Transact with your consumer• Rinse. Repeat.           ...
QUESTIONS?Thank you!             22
Shaping the Future of Marketing Innovation
Upcoming SlideShare
Loading in …5
×

Shaping the Future of Marketing Innovation

728 views

Published on

  • Be the first to comment

  • Be the first to like this

Shaping the Future of Marketing Innovation

  1. 1. Mobile: Shaping the Future ofMarketing InnovationStephanie Bauer MarshallDirector, Precision Market Insights from Verizon
  2. 2. Most Overused Headline of the Decade 3
  3. 3. That‟s SO Last Year Powerful Devices & Powerful Networks Mobile phones are now indispensable, with usage becoming more and more sophisticated. The US will pass 200 million mobile Internet users by 2016, nearly tripling the number from 2010. In 2013 alone, 75 million Tablets will ship worldwide.Source(s): eMarketer, April 2012, confirmed and republished, Aug 2012 4
  4. 4. Phones are an integral aspect of a consumer‟s life 337.1M 55.5% 58.1% mobile phones of mobile phone of mobile phone are owned by users use Smart users use mobile US Consumers Phones; 43.1% of internet in 2012 US populationSource: eMarketer & MAGNAGLOBAL as cited in YuMe and IPG Source: eMarketer, April 2012; confirmed and republished, Aug Source: eMarketer, April 2012; confirmed and republished, Augmedia Lab, “Are all screens created equal?” Sep 17, 2012 2012 2012 Cross-channel 2011 holiday shopping behavior, US smartphone users: • 46% researched on smartphone, went to store to purchase • 41% researched on smartphone, purchased on smartphone • 8% visited store, then purchased on smartphone Source: eMarketer & Google and Ipsos OTX, “Post Holiday Shopping Intentions Study”, Jan 2012 • Of particular note are the facts that 79% of smartphone owners use their mobile devices to shop and that 59% of the people who do a local search end up visiting that business after conducting the search. Source: Jamie Turner, the 60 Second Marketer, 2012 http://60secondmarketer.com/blog/2012/10/10/data-on-mobile-marketing/ 5
  5. 5. Bar graphs do not do justice to the scale at which the world now operates We have now reached the Zettabyte Age Mobile represents a larger data share than everSource(s): Creative Commons Attribution-ShareAlike 3.0 New Zealand License 6
  6. 6. Mobile marketing is about catching consumers on the go and driving them to take action 7 7
  7. 7. Effective mobile marketing requires a closed loop approachRequirements for Closed Loop Mobile Marketing 1 Understand (Measurement) Understand which audience segments to target 2 Engage (Targeted Marketing) Deliver relevant Mobile Ads to target segments 3 Transact (Adoption) Drive response through easy mobile payment 8
  8. 8. Common Challenges to “Understand” Consumers in Mobile Understand (Measurement) Understand which audience segments to target • Limited insights & measurement capabilities available • Difficult to prove ROI from mobile • Lack of clarity on how to make mobile an integral part of the marketing mix 9
  9. 9. Carriers are developing solutions to help marketers “understand” 10
  10. 10. Common Challenges to “Engage” Consumers through Mobile Engage (Targeted Marketing) Deliver relevant Mobile Experiences to target segments • Need behavioral insights • Must have relevant and engaging content • Must deliver the right message, to the right audience, thru the right channels • Lack of „cookie‟ technology for mobile 11
  11. 11. Creating a Compelling Mobile ExperienceConsumers demand the latest content Making it Making it Making it RELEVANT LOCAL ENGAGING 12
  12. 12. Case Studies: NFL 13
  13. 13. Add Mobile Engagement Triggers to Your Traditional MediaStarStar Codes Print Radio Outdoor Television1. See the ad 2. Dial the **CODE 3. Engage the consumer 14
  14. 14. Add Mobile Engagement Triggers to Your Traditional MediaQR Codes Results: 150,000+ mobile scans over 3 months = The most successful QR Code campaign in North America at the time. 15
  15. 15. Follow the Mobile Consumer… on the device 16
  16. 16. Common Challenges to Enable Consumers to “Transact” through Mobile Transact (Adoption) Drive response through easy mobile payment • Consumer experience must be easy • Consumers may be reluctant, unaware, or unable to transact on mobile 17
  17. 17. Carriers are developing solutions to help marketers “transact”The mobile device now enables the platform fortransactionsThis is the next step in the Customer/Carrier relationship and is why theheadline “2013 is the Year of Mobile” may be the last one you see. 18
  18. 18. …and the external momentum is not slowing 19
  19. 19. Privacy = Transparency, Choice, & ControlFor Verizon, privacy is veryimportant and as we aredeveloping these solutions –Privacy by design:transparency, choice andcontrol are critical for us. 20
  20. 20. Key Takeaways• Understand your consumer• Engage with your consumer• Transact with your consumer• Rinse. Repeat. 21
  21. 21. QUESTIONS?Thank you! 22

×