Mobile and the new
marketing paradigm.
There s never been a better time
for brands to immerse themselves
in digital marketing.
The reward for
embracing change
is huge.
The risk of not?
A new marketing paradigm is here.
What is driving this shift?
Mobile.
There are over 6.5 billion
mobile phones in use
around the world.
By the end of 2014, mobile devices
will be the primary way people
access the internet.
smartphone
penetration 50%
We re done with asking
We ve move
from
HOW ?
We re now asking
From BIG data
to small data.
From mass marketing
To relationship
marketing
From
messaging
We ve move from WHY ?
To
Engagement
...often by combining media channels.
From passive
To participative
1 MILLION
votes
from...
Xto...
What does this
mean to you?
One option.
or...
Consumer Behaviour.
The path to purchase no
longer exists
First
Moment of
Truth
Second
Moment of
Truth
Stimulus
At shelf
In-store
Experience
Traditional mental model of marketing
First
Moment of
Truth
Second
Moment of
Truth
Stimulus
Pre-shopping |
In-store | In-home
At shelf
In-store
Experience
Which...
This is your store.
This is your store.
This is your customer.
This is your customer.
Device daily usage pattern
Mobile Strategy.
Set yourself up for
SUCESS
We re gonna
build an App!
is not always the
right strategy.
You need the
right tool for
the job
Assess current real behaviour
Experiment
Continuously Evaluate
Establish metrics
Strategy.
Where does your website traffic come from?
What content converts best?
What media channels and promo activities drive sales...
What does success look like?
- Set goals & objectives
What/Who are you comparing to?
- other internal projects
- competito...
Experiment
Continuously Evaluate
Measure against objectives
A/B test
Adjust & optimize
Summary.
Think broadly.
Take risks.
Be ambitious.
Make the most of
this historic
opportunity!
Thank you.
@MobileXCo
MobileXCo is a mobile technology and solution provider
that specializes in delivering engaging & measurable
mob...
Mobile and the new marketing paradigm
Mobile and the new marketing paradigm
Mobile and the new marketing paradigm
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Mobile and the new marketing paradigm

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There’s never been a better time for brands to immerse themselves in digital marketing. The reward for embracing change is huge. A new marketing paradigm is here.

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Mobile and the new marketing paradigm

  1. 1. Mobile and the new marketing paradigm.
  2. 2. There s never been a better time for brands to immerse themselves in digital marketing.
  3. 3. The reward for embracing change is huge.
  4. 4. The risk of not?
  5. 5. A new marketing paradigm is here.
  6. 6. What is driving this shift?
  7. 7. Mobile.
  8. 8. There are over 6.5 billion mobile phones in use around the world.
  9. 9. By the end of 2014, mobile devices will be the primary way people access the internet.
  10. 10. smartphone penetration 50%
  11. 11. We re done with asking
  12. 12. We ve move from HOW ? We re now asking
  13. 13. From BIG data
  14. 14. to small data.
  15. 15. From mass marketing
  16. 16. To relationship marketing
  17. 17. From messaging
  18. 18. We ve move from WHY ? To Engagement
  19. 19. ...often by combining media channels.
  20. 20. From passive
  21. 21. To participative 1 MILLION votes
  22. 22. from...
  23. 23. Xto...
  24. 24. What does this mean to you?
  25. 25. One option.
  26. 26. or...
  27. 27. Consumer Behaviour.
  28. 28. The path to purchase no longer exists
  29. 29. First Moment of Truth Second Moment of Truth Stimulus At shelf In-store Experience Traditional mental model of marketing
  30. 30. First Moment of Truth Second Moment of Truth Stimulus Pre-shopping | In-store | In-home At shelf In-store Experience Which becomes the next person’s ZMOT New mental model of marketing
  31. 31. This is your store.
  32. 32. This is your store.
  33. 33. This is your customer.
  34. 34. This is your customer. Device daily usage pattern
  35. 35. Mobile Strategy.
  36. 36. Set yourself up for SUCESS
  37. 37. We re gonna build an App! is not always the right strategy.
  38. 38. You need the right tool for the job
  39. 39. Assess current real behaviour Experiment Continuously Evaluate Establish metrics Strategy.
  40. 40. Where does your website traffic come from? What content converts best? What media channels and promo activities drive sales? Assess current real behaviour When, how and where are consumers currently engaging with your brand? Establish Benchmarks:
  41. 41. What does success look like? - Set goals & objectives What/Who are you comparing to? - other internal projects - competitors - other industries Establish metrics
  42. 42. Experiment
  43. 43. Continuously Evaluate Measure against objectives A/B test Adjust & optimize
  44. 44. Summary.
  45. 45. Think broadly.
  46. 46. Take risks.
  47. 47. Be ambitious.
  48. 48. Make the most of this historic opportunity!
  49. 49. Thank you.
  50. 50. @MobileXCo MobileXCo is a mobile technology and solution provider that specializes in delivering engaging & measurable mobile experiences.

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