Has the consumer been forgotten in the headlong rush into ever more complex technology-led solutions?Alex Meisl – Chairman, Sponge - co-Chair of Mobile Marketing Association Tel: +44 (20) 7612 1910 www.spongegroup.com
Marketing: The management process responsible for identifying, anticipating and satisfying customer requirements profitably.
Identifying: The management process responsible for identifying, anticipating and satisfying customer requirements profitably.
Some apps…. Says “Wooo!” when you press it iFrenchKiss (With original proprietary kissing analysis engine) Hold the Button Payphone finder
Anicipating: The management process responsible for identifying, anticipating and satisfying customer requirements profitably.
"Next Christmas the iPod will be dead, finished, gone, kaput," Lord Sugar , 2005 “Spam will be dead in 24 months” Bill Gates, 2004
The Context “On average, the time difference between first search and purchase is one month on the web and one hour on mobile”
Looking good… 49% of UK smartphone users go online several times a day. 87% look for local information on their phones. 68% use their smartphones in a store.
The Context 22% of Hong Kong smartphone users cancelled their planned purchase in store, due to information they got from their mobile phone. Source: Google Ipsos Study of Hong Kong Smartphone Users, September 2011.
Oh shit…… Only 17% of UK businesses have a mobile site.
Hail Mary... Time Spent Mobile Ad Spend 8% 45% 7% Time Spent Ad Spend 39.6% 6% 7.4% 40% 36% 5% 35% 32% 4% 29.0% 30% 27.5% 3% £720m gap 25% 2% 20% 1% 0.5% 15% 14% 0% Time Spent Ad Spend 11% 10% 7% 5% 3.4% 0.5% 0% Print TV Radio Desktop Mobile
So what should my first steps be? 1. Get the basics right before getting too carried away. 2. A mobile site is not a website but smaller. 3. It’s all about the customer.
The Ideal Mobile Strategy: Most branded an app” a “Let’s build apps are failure says Deloitte July 2011
Focus on retail, financial services, media and FMCG
Shaping a mobile strategyThe three dimensions of Mobile Longer = CRM Wider = mobile web
So before you start… Why? KPIs? UX? Testing? Repeat usage? Promotion strategy?
Don’t........Use dependencies to justify Screenscrape Believe in magic boxesdelays -”we need to get ournew website right first” Skimp Assume that an app = Believe in smoke and mirrors your mobile strategy