Presentation given at the 12 annual marketing to the Rural Sector Conference, held in Auckland, NZ August 27-28th. This paper looks at latest consumer trends & consumer behaviour, the impact of smartphones and tablets to farmers, and developing campaigns to engage them.
Making Money with Mobile (2012 MFSA Annual Conference)interlinkONE
John Foley, Jr., the CEO of interlinkONE and Grow Socially, delivered this presentation at the 2012 MFSA Annual Conference in Asheville.
During his one-hour session, John will explained how mobile technology is changing the way that people communicate and consume information.
He shared the latest statistics on how devices such as smartphones and tablets are having a dramatic effect on everything from marketing, to sales, to customer support, to fulfillment, and more.
Best of all, John demonstrated how there are plenty of opportunities for mail and fulfillment services providers to grow their business by incorporating mobile technology. During his presentation, John will share actionable solutions, case studies, and provide plenty of inspiration.
Some of the technologies that John discussed include:
- QR Codes
- Augmented Reality
- Near Field Communication (NFC)
- Mobile Payments
- And more!
Attendees also had the chance to provide real-time feedback during the session via their smartphones and tablets!
Brand Driver is a global research and strategy firm that helps media and entertainment clients understand audiences. It uses qualitative and quantitative research methods to provide insights into consumer trends, content preferences, and brand perceptions in local and global markets. Some of its services include consumer segmentation, brand tracking, testing new products/content, and advising clients on key issues like strategy, programming, marketing, and platform negotiations.
Digital and Social Media in Aesthetics MarketingVincent Teo
This is a presentation I gave at a Regional Aesthetics Marketing Workshop on how clinics in Asia can leverage on digital and social media to engage consumers and acquire new prospects.
Enhance Customer Experience Measurement (CEM) with Mobile Research Research Now
Mobile research can enhance customer experience measurement by capturing consumer behaviors and purchases in-the-moment using their smartphones. Some key benefits of mobile research include broader representative samples, faster response times, and lower costs compared to traditional methods. Additional features like geotargeting, rich media uploads, and passive data capture can provide richer insights when layered on mobile surveys. While there are some challenges like battery drain and shorter surveys, mobile research overall allows researchers to better understand customer experiences across multiple touchpoints.
RETAIL: The Power of Personalizing The Mobile ExerienceVideoBeet.TV
In questa ricerca i retailers identificano i 3 punti prioritari per una strategia di personalizzazione mobile: informazioni sui nuovi prodotti, disponibilità e prezzo.
Il sondaggio chiamato: The Power Of Personalizing The Mobile Experience, è una guida per i retailer che intendono sviluppare strategie di personalizzazione vincenti.
Skype…Rue La La…American Greetings…
All have successful mobile products that have added significant value to their respective brands. All of which have a look, feel, value proposition and use case that is distinct from their parent web products. The marketers and developers behind these products understood that developing successful mobile offerings boils down to one simple rule – know your user.
The advent of user friendly, web enabled smart phones has created a tremendous branding (and revenue) opportunity, but in the rush to take advantage of that opportunity many companies simply replicate their web offerings onto a mobile platform - a misstep that can mean the difference between a mobile phenomenon and failure.
Join Nitzan Shaer, founder of High Start Group and Skype Mobile, and Cimarron Buser, VP of product and marketing at Apperian, for a conversation about developing killer mobile applications for your end user.
Attendees will learn how to:
• Design mobile value propositions for your audience
• Understand what makes a mobile product go viral in your target segment
• Use mobile to enhance the value of your brand, increase revenue, and create loyalty
El estudio "AdReaction 2012: Marketing in the Mobile World" llevado a cabo por Millward Brown y Dynamic Logic en noviembre de 2012 destaca la influencia de los anuncios de televisión en usuarios de dispositivos móviles a la hora de realizar búsquedas, descargar aplicaciones y visitar webs de empresas.
Making Money with Mobile (2012 MFSA Annual Conference)interlinkONE
John Foley, Jr., the CEO of interlinkONE and Grow Socially, delivered this presentation at the 2012 MFSA Annual Conference in Asheville.
During his one-hour session, John will explained how mobile technology is changing the way that people communicate and consume information.
He shared the latest statistics on how devices such as smartphones and tablets are having a dramatic effect on everything from marketing, to sales, to customer support, to fulfillment, and more.
Best of all, John demonstrated how there are plenty of opportunities for mail and fulfillment services providers to grow their business by incorporating mobile technology. During his presentation, John will share actionable solutions, case studies, and provide plenty of inspiration.
Some of the technologies that John discussed include:
- QR Codes
- Augmented Reality
- Near Field Communication (NFC)
- Mobile Payments
- And more!
Attendees also had the chance to provide real-time feedback during the session via their smartphones and tablets!
Brand Driver is a global research and strategy firm that helps media and entertainment clients understand audiences. It uses qualitative and quantitative research methods to provide insights into consumer trends, content preferences, and brand perceptions in local and global markets. Some of its services include consumer segmentation, brand tracking, testing new products/content, and advising clients on key issues like strategy, programming, marketing, and platform negotiations.
Digital and Social Media in Aesthetics MarketingVincent Teo
This is a presentation I gave at a Regional Aesthetics Marketing Workshop on how clinics in Asia can leverage on digital and social media to engage consumers and acquire new prospects.
Enhance Customer Experience Measurement (CEM) with Mobile Research Research Now
Mobile research can enhance customer experience measurement by capturing consumer behaviors and purchases in-the-moment using their smartphones. Some key benefits of mobile research include broader representative samples, faster response times, and lower costs compared to traditional methods. Additional features like geotargeting, rich media uploads, and passive data capture can provide richer insights when layered on mobile surveys. While there are some challenges like battery drain and shorter surveys, mobile research overall allows researchers to better understand customer experiences across multiple touchpoints.
RETAIL: The Power of Personalizing The Mobile ExerienceVideoBeet.TV
In questa ricerca i retailers identificano i 3 punti prioritari per una strategia di personalizzazione mobile: informazioni sui nuovi prodotti, disponibilità e prezzo.
Il sondaggio chiamato: The Power Of Personalizing The Mobile Experience, è una guida per i retailer che intendono sviluppare strategie di personalizzazione vincenti.
Skype…Rue La La…American Greetings…
All have successful mobile products that have added significant value to their respective brands. All of which have a look, feel, value proposition and use case that is distinct from their parent web products. The marketers and developers behind these products understood that developing successful mobile offerings boils down to one simple rule – know your user.
The advent of user friendly, web enabled smart phones has created a tremendous branding (and revenue) opportunity, but in the rush to take advantage of that opportunity many companies simply replicate their web offerings onto a mobile platform - a misstep that can mean the difference between a mobile phenomenon and failure.
Join Nitzan Shaer, founder of High Start Group and Skype Mobile, and Cimarron Buser, VP of product and marketing at Apperian, for a conversation about developing killer mobile applications for your end user.
Attendees will learn how to:
• Design mobile value propositions for your audience
• Understand what makes a mobile product go viral in your target segment
• Use mobile to enhance the value of your brand, increase revenue, and create loyalty
El estudio "AdReaction 2012: Marketing in the Mobile World" llevado a cabo por Millward Brown y Dynamic Logic en noviembre de 2012 destaca la influencia de los anuncios de televisión en usuarios de dispositivos móviles a la hora de realizar búsquedas, descargar aplicaciones y visitar webs de empresas.
1) Mobile app usage and the mobile apps market is surging worldwide, with 44 billion mobile app downloads expected by 2016.
2) Enterprise apps are the fastest growing category on app stores, yet many enterprises lack mobile app developers.
3) Only 10% of global web traffic originates from mobile devices, yet mobile is critical for mCommerce as 44% of shoppers lookup retailers online while shopping.
IAB Mobile Revisted 15 September - Hugues Rey
L’Internet mobile, un concept qui entraîne encore plus de changements que l’Internet fixeLes versions mobiles ou les équivalents des services Internet touchent un public beaucoup plus large et sont lucratifs. Très lucratifs.Si vous pensiez que l'Internet était important, sachez que l'Internet mobile le sera plus encore au cours de cette décennie. Regardez ne fût-ce que l'iPad. Les principales entreprises Internet le clament déjà : « Mobile First » !Si vous voulez savoir pourquoi l'internet mobile est si important, et comment vous pouvez l'utiliser pour générer plus de visiteurs et donc plus de revenus, venez donc le jeudi 15 septembre à la première activité que Stichting Marketing, IAB Belgium et Mobile Monday organisent ensemble.Nous avons le plaisir de vous présenter : - en exclusivité, l'étude Worldwide Mobile Usage d'InSites/IAB - un programme adapté, destiné au « Mobile Savvy » et au « Mobile Newbie », proposé par des experts belges - une session avec Jonathan MacDonald, un expert en communication connu de TEDx Manchester et co-fondateur de This Fluid World & Every Single One of US Découvrez – et repartez peut-être avec – les derniers smartphones !Programme18:15 Welcome (à boire et à manger vous seront offerts)19:00 Introduction par le groupe d'experts19:15 “IAB MC DC 2011: How Belgian consumers use mobile compared with the rest of the world” par Elias Veris (Insites)20:00 Track pour les Mobile Newbies 1. Nicolas Vanderseypen (FR) (Isobar) - “Objectives, KPI’s, stratégie et opportunités” 2. Patrick Bosteels (Mobile Mondays, The Creative Stores) (NL) - “Pertinence de l'évolution mobile du consomateur final”20:00 Track pour le Mobile Savvy 1. Wim Vermeulen (Momads) (NL) - “City marketing case: de App van ‘t Stad” (TBC) 2. Hugues Rey (HAVAS Media) (FR) - “Lead generation through mobile”21:00 Session finale par Jonathan MacDonald (Thought-leader, co-founder de This Fluid World & Every Single One Of Us)
The document debunks 5 common myths about social media. It argues that (1) going viral cannot be planned and requires compelling content, (2) social media marketing requires significant time and resources though platforms are free to use, and (3) focusing on a single platform like Facebook is not an effective overall social media strategy. It also explains that (4) some risk of loss of control exists on social media but it is manageable, and (5) social media can be very effective for B2B marketing because business decision makers are highly engaged social media users.
This document discusses the growing importance and opportunities of mobile marketing. It notes that mobile phone and tablet usage is increasing dramatically, with nearly 200 million mobile internet users in the US by 2016. Effective mobile marketing requires a closed-loop approach of understanding audiences, engaging them with targeted mobile ads, and driving responses through mobile transactions. However, there are challenges in measurement, proving ROI, delivering engaging content, and enabling transactions on mobile. Carriers are developing solutions to help marketers with audience understanding, targeted engagement, and driving mobile transactions. Privacy is also a key consideration, with transparency, choice and control being important.
2013 Mobile Marketing Association Webinar: How CMOs can Succeed with MobileRachel Pasqua
The document discusses how chief marketing officers can succeed with mobile marketing, noting that mobile usage is huge with smartphones and tablets accounting for 10-20% of website visits, and that a strategic approach to mobile is needed focusing on understanding customers' mobile behaviors across the customer journey and implementing key tactics to align with the strategy. The presentation covers the current mobile landscape, what CMOs need to know about developing a mobile strategy and tactics, and provides speakers and Q&A.
Yahoo! and Nielsen conducted a study to better understand mobile internet users and how they consume information across various categories on their mobile devices compared to desktop computers. They surveyed over 8,000 respondents and analyzed their behaviors and attitudes related to accessing 12 product categories on mobile versus PC. Key findings included that mobile is still seen as a secondary platform for shopping, many advanced shopping activities have high failure rates on mobile but high interest in the future, and advertising engagement is high but formats need improvement. The study provides insights into opportunities to transform mobile into a full shopping platform and better serve niche category users.
SEO in the Age of Apps | Search Engine Strategies NYC 2013Rachel Pasqua
SEO in the Age of Apps
How has the evolution of the mobile apps changed search? Niche mobile search apps are supplying consumers with options to find what they're looking for faster and more efficiently than ever before and to make the most of this opportunity, marketers needs to rethink their approach and expand their efforts beyond the mobile browser.
SMITH Advertising proudly presented to 30 Destination Marketing Association members of North Carolina in Salisbury in February. This presentation contains trends and best practices for marketers of destinations. Included in the presentation is information about integrated marketing plans, social, local and mobile. User generated content, new trends like pinterest, foodspotting and google+. Enjoy!
This document discusses magazine media in the digital age. Younger consumers are more engaged with digital content on tablets and smartphones. Tablets are becoming increasingly popular in US households and globally. Readers are embracing electronic magazine content on mobile devices, spending over an hour reading each day and increasing their total magazine readership. Readers are highly engaged with digital magazines, visiting websites and downloading multiple magazine apps. The tablet offers an opportunity for creative content delivery and reaching broader audiences.
APPNATION IV - Google Analytics Presentation - Adam SingerMasha Geller
The document discusses metrics for measuring success in the mobile apps ecosystem. It notes that mobile app revenue is expected to reach $46 billion by 2016. It also discusses the need for marketers to measure the full lifecycle of mobile apps, including acquisition, engagement, and outcomes. The document introduces Google Analytics for Mobile Apps as a solution for powerful mobile app measurement across the entire user journey from download to monetization.
The document discusses trends in eRetail, including online expectations for offline shopping experiences through mobile technologies that provide additional product information, payment innovations like mobile wallets, and a new breed of stores that blend online and offline through virtual fitting rooms and interactive digital displays. It also describes a project where an iconic 1971 Coke ad was reimagined for the digital age.
Digital Marketing Strategy for the Four Screens - TV integration, PC, Mobile ...Mike Corak
From inspiration to booking and beyond, discover how each type of screen in consumers’ lives are playing different roles, and what that means for your hotel’s digital marketing strategy. Use consumer behavior data to improve your travel and hospitality digital marketing strategy, your ominchannel strategy, and align your mobile marketing strategy.
Embrace or die - How mobile can accelerate your businessExicon
Learn about how mobile can accelerate your business in practical terms.
• The mobile landscape and example of companies making the most of it
• What to consider when you go mobile
• Practical tactics used in mobile marketing, tools and features, mobile ROI, and the core characteristics of successful mobile marketing campaigns
• Learn what some of those buzzwords mean to demystify mobile - Augmented Reality, GPS, SoLoMo, Gamification, QR codes etc
Find out what mobile could be doing for your business.
Mobile market research: a new drink or old wine in a new bottle?Merlien Institute
Mobile market research: a new drink or old wine in a new bottle?
Palanivel Kuppusamy - Founder & Chief Executive Officer - iPinion Surveys
Understanding the biggest value of mobile market research. Appreciating the possibilities of engaging with customers through various channels. Understanding why mobile market research is becoming a major tool in the research tool kit. Discussing how mobile market research is shaping the future of research.
Mobile Is My Addiction; Cricket Is My Religion InMobi
Over the past year, Cricket is getting married to Mobile in more ways than one in India. When it comes to mobile advertising, what is the reason for this increasing affiliation and what are the things to watch out for? All this and more in the latest InMobi whitepaper
The Mobile Leaders Alliance introduces MLA Sessions, a new educational series developed to help today’s marketers understand the power of mobile and the importance of mobile marketing. Learn proper planning techniques and best practices from seasoned mobile professionals in this innovative new series.
Whats going on in retailing - IBM - Rob Garf - Plenary session finalJerry J. Stam
The document discusses how today's consumers are smarter and more technology-savvy. It notes that 662 million people are active on Facebook, 95 million tweets are sent daily, and 5 billion mobile phone connections exist globally. The document then summarizes research by IBM on the profile of smarter consumers, noting that they are more instrumented, interconnected, and intelligent. It provides data on how Dutch consumers compare to European peers in their use of technology and their influences, attitudes, and expectations around shopping and retailers. The key expectations are for retailers to know customers, serve them with convenience and personalization, listen to their voices including via social media, and empower them.
Fresh Digital Group promotes the power of mobile video advertising. Mobile video consumption has increased significantly and now accounts for over 50% of digital video traffic. Marketers can create successful mobile video campaigns by focusing on high production value, customizing ads for different bandwidths, engaging audiences through interactivity, providing additional related content, and creating second-screen experiences to capitalize on social engagement. Measurement of mobile video success remains a challenge.
The document summarizes research from a survey of over 14,000 respondents across 14 global markets about mobile media consumption trends. Some key findings include:
- Mobile media usage has surpassed traditional media like TV and online access via desktop/laptop. On average, respondents spent 97 minutes per day on mobile compared to 81 minutes watching TV.
- Over 60% of mobile web users engage in mobile activities like social networking or messaging while watching TV, indicating widespread multi-screen behavior.
- Mobile is now the preferred medium for communication, entertainment, and finding information compared to desktop for many users. The shift to mobile is more pronounced in developing markets.
- Ease of use, constant accessibility, and
Mobile telephony has grown significantly in rural India, where 70% of the population lives. The rural market now represents the largest opportunity for growth, as urban growth rates have declined. Key factors fueling rural growth include the availability of inexpensive handsets, lower tariffs, and mobile operators sharing infrastructure to more easily expand to rural areas. However, challenges remain in profitably serving rural customers due to poor infrastructure, low average revenues per user, and the costs associated with distributing to new, first-time users in remote areas.
1) Mobile app usage and the mobile apps market is surging worldwide, with 44 billion mobile app downloads expected by 2016.
2) Enterprise apps are the fastest growing category on app stores, yet many enterprises lack mobile app developers.
3) Only 10% of global web traffic originates from mobile devices, yet mobile is critical for mCommerce as 44% of shoppers lookup retailers online while shopping.
IAB Mobile Revisted 15 September - Hugues Rey
L’Internet mobile, un concept qui entraîne encore plus de changements que l’Internet fixeLes versions mobiles ou les équivalents des services Internet touchent un public beaucoup plus large et sont lucratifs. Très lucratifs.Si vous pensiez que l'Internet était important, sachez que l'Internet mobile le sera plus encore au cours de cette décennie. Regardez ne fût-ce que l'iPad. Les principales entreprises Internet le clament déjà : « Mobile First » !Si vous voulez savoir pourquoi l'internet mobile est si important, et comment vous pouvez l'utiliser pour générer plus de visiteurs et donc plus de revenus, venez donc le jeudi 15 septembre à la première activité que Stichting Marketing, IAB Belgium et Mobile Monday organisent ensemble.Nous avons le plaisir de vous présenter : - en exclusivité, l'étude Worldwide Mobile Usage d'InSites/IAB - un programme adapté, destiné au « Mobile Savvy » et au « Mobile Newbie », proposé par des experts belges - une session avec Jonathan MacDonald, un expert en communication connu de TEDx Manchester et co-fondateur de This Fluid World & Every Single One of US Découvrez – et repartez peut-être avec – les derniers smartphones !Programme18:15 Welcome (à boire et à manger vous seront offerts)19:00 Introduction par le groupe d'experts19:15 “IAB MC DC 2011: How Belgian consumers use mobile compared with the rest of the world” par Elias Veris (Insites)20:00 Track pour les Mobile Newbies 1. Nicolas Vanderseypen (FR) (Isobar) - “Objectives, KPI’s, stratégie et opportunités” 2. Patrick Bosteels (Mobile Mondays, The Creative Stores) (NL) - “Pertinence de l'évolution mobile du consomateur final”20:00 Track pour le Mobile Savvy 1. Wim Vermeulen (Momads) (NL) - “City marketing case: de App van ‘t Stad” (TBC) 2. Hugues Rey (HAVAS Media) (FR) - “Lead generation through mobile”21:00 Session finale par Jonathan MacDonald (Thought-leader, co-founder de This Fluid World & Every Single One Of Us)
The document debunks 5 common myths about social media. It argues that (1) going viral cannot be planned and requires compelling content, (2) social media marketing requires significant time and resources though platforms are free to use, and (3) focusing on a single platform like Facebook is not an effective overall social media strategy. It also explains that (4) some risk of loss of control exists on social media but it is manageable, and (5) social media can be very effective for B2B marketing because business decision makers are highly engaged social media users.
This document discusses the growing importance and opportunities of mobile marketing. It notes that mobile phone and tablet usage is increasing dramatically, with nearly 200 million mobile internet users in the US by 2016. Effective mobile marketing requires a closed-loop approach of understanding audiences, engaging them with targeted mobile ads, and driving responses through mobile transactions. However, there are challenges in measurement, proving ROI, delivering engaging content, and enabling transactions on mobile. Carriers are developing solutions to help marketers with audience understanding, targeted engagement, and driving mobile transactions. Privacy is also a key consideration, with transparency, choice and control being important.
2013 Mobile Marketing Association Webinar: How CMOs can Succeed with MobileRachel Pasqua
The document discusses how chief marketing officers can succeed with mobile marketing, noting that mobile usage is huge with smartphones and tablets accounting for 10-20% of website visits, and that a strategic approach to mobile is needed focusing on understanding customers' mobile behaviors across the customer journey and implementing key tactics to align with the strategy. The presentation covers the current mobile landscape, what CMOs need to know about developing a mobile strategy and tactics, and provides speakers and Q&A.
Yahoo! and Nielsen conducted a study to better understand mobile internet users and how they consume information across various categories on their mobile devices compared to desktop computers. They surveyed over 8,000 respondents and analyzed their behaviors and attitudes related to accessing 12 product categories on mobile versus PC. Key findings included that mobile is still seen as a secondary platform for shopping, many advanced shopping activities have high failure rates on mobile but high interest in the future, and advertising engagement is high but formats need improvement. The study provides insights into opportunities to transform mobile into a full shopping platform and better serve niche category users.
SEO in the Age of Apps | Search Engine Strategies NYC 2013Rachel Pasqua
SEO in the Age of Apps
How has the evolution of the mobile apps changed search? Niche mobile search apps are supplying consumers with options to find what they're looking for faster and more efficiently than ever before and to make the most of this opportunity, marketers needs to rethink their approach and expand their efforts beyond the mobile browser.
SMITH Advertising proudly presented to 30 Destination Marketing Association members of North Carolina in Salisbury in February. This presentation contains trends and best practices for marketers of destinations. Included in the presentation is information about integrated marketing plans, social, local and mobile. User generated content, new trends like pinterest, foodspotting and google+. Enjoy!
This document discusses magazine media in the digital age. Younger consumers are more engaged with digital content on tablets and smartphones. Tablets are becoming increasingly popular in US households and globally. Readers are embracing electronic magazine content on mobile devices, spending over an hour reading each day and increasing their total magazine readership. Readers are highly engaged with digital magazines, visiting websites and downloading multiple magazine apps. The tablet offers an opportunity for creative content delivery and reaching broader audiences.
APPNATION IV - Google Analytics Presentation - Adam SingerMasha Geller
The document discusses metrics for measuring success in the mobile apps ecosystem. It notes that mobile app revenue is expected to reach $46 billion by 2016. It also discusses the need for marketers to measure the full lifecycle of mobile apps, including acquisition, engagement, and outcomes. The document introduces Google Analytics for Mobile Apps as a solution for powerful mobile app measurement across the entire user journey from download to monetization.
The document discusses trends in eRetail, including online expectations for offline shopping experiences through mobile technologies that provide additional product information, payment innovations like mobile wallets, and a new breed of stores that blend online and offline through virtual fitting rooms and interactive digital displays. It also describes a project where an iconic 1971 Coke ad was reimagined for the digital age.
Digital Marketing Strategy for the Four Screens - TV integration, PC, Mobile ...Mike Corak
From inspiration to booking and beyond, discover how each type of screen in consumers’ lives are playing different roles, and what that means for your hotel’s digital marketing strategy. Use consumer behavior data to improve your travel and hospitality digital marketing strategy, your ominchannel strategy, and align your mobile marketing strategy.
Embrace or die - How mobile can accelerate your businessExicon
Learn about how mobile can accelerate your business in practical terms.
• The mobile landscape and example of companies making the most of it
• What to consider when you go mobile
• Practical tactics used in mobile marketing, tools and features, mobile ROI, and the core characteristics of successful mobile marketing campaigns
• Learn what some of those buzzwords mean to demystify mobile - Augmented Reality, GPS, SoLoMo, Gamification, QR codes etc
Find out what mobile could be doing for your business.
Mobile market research: a new drink or old wine in a new bottle?Merlien Institute
Mobile market research: a new drink or old wine in a new bottle?
Palanivel Kuppusamy - Founder & Chief Executive Officer - iPinion Surveys
Understanding the biggest value of mobile market research. Appreciating the possibilities of engaging with customers through various channels. Understanding why mobile market research is becoming a major tool in the research tool kit. Discussing how mobile market research is shaping the future of research.
Mobile Is My Addiction; Cricket Is My Religion InMobi
Over the past year, Cricket is getting married to Mobile in more ways than one in India. When it comes to mobile advertising, what is the reason for this increasing affiliation and what are the things to watch out for? All this and more in the latest InMobi whitepaper
The Mobile Leaders Alliance introduces MLA Sessions, a new educational series developed to help today’s marketers understand the power of mobile and the importance of mobile marketing. Learn proper planning techniques and best practices from seasoned mobile professionals in this innovative new series.
Whats going on in retailing - IBM - Rob Garf - Plenary session finalJerry J. Stam
The document discusses how today's consumers are smarter and more technology-savvy. It notes that 662 million people are active on Facebook, 95 million tweets are sent daily, and 5 billion mobile phone connections exist globally. The document then summarizes research by IBM on the profile of smarter consumers, noting that they are more instrumented, interconnected, and intelligent. It provides data on how Dutch consumers compare to European peers in their use of technology and their influences, attitudes, and expectations around shopping and retailers. The key expectations are for retailers to know customers, serve them with convenience and personalization, listen to their voices including via social media, and empower them.
Fresh Digital Group promotes the power of mobile video advertising. Mobile video consumption has increased significantly and now accounts for over 50% of digital video traffic. Marketers can create successful mobile video campaigns by focusing on high production value, customizing ads for different bandwidths, engaging audiences through interactivity, providing additional related content, and creating second-screen experiences to capitalize on social engagement. Measurement of mobile video success remains a challenge.
The document summarizes research from a survey of over 14,000 respondents across 14 global markets about mobile media consumption trends. Some key findings include:
- Mobile media usage has surpassed traditional media like TV and online access via desktop/laptop. On average, respondents spent 97 minutes per day on mobile compared to 81 minutes watching TV.
- Over 60% of mobile web users engage in mobile activities like social networking or messaging while watching TV, indicating widespread multi-screen behavior.
- Mobile is now the preferred medium for communication, entertainment, and finding information compared to desktop for many users. The shift to mobile is more pronounced in developing markets.
- Ease of use, constant accessibility, and
Mobile telephony has grown significantly in rural India, where 70% of the population lives. The rural market now represents the largest opportunity for growth, as urban growth rates have declined. Key factors fueling rural growth include the availability of inexpensive handsets, lower tariffs, and mobile operators sharing infrastructure to more easily expand to rural areas. However, challenges remain in profitably serving rural customers due to poor infrastructure, low average revenues per user, and the costs associated with distributing to new, first-time users in remote areas.
The document discusses rural marketing strategies for cosmetics companies in India. It provides an overview of the rural marketing environment and strategies used, including the 4A approach of availability, affordability, acceptability and awareness. Specific strategies used by companies like Godrej Consumer Products and Hindustan Unilever for brands like Godrej No. 1 soap and Lifebuoy soap in rural Indian markets are summarized, including distribution networks, promotional activities, and targeting of consumer needs and preferences.
- 70% of India's population lives in rural areas, representing a large potential market. However, rural markets face several challenges including lack of infrastructure, low literacy rates, seasonal incomes, cultural differences, and difficulties with distribution and media access.
- Some opportunities in rural markets include improving infrastructure, rising literacy rates due to government programs, increased access to credit and communication technologies, and a decline in poverty levels.
- Marketers must understand the uniqueness of rural areas to effectively tap into the large rural consumer base in India despite the challenges. With innovative marketing strategies tailored to rural needs, substantial growth can be achieved.
Value Added Services in Rural India - Mobile VAS Asia 2009Rajamanohar (Raj)
This document discusses opportunities for mobile value-added services (VAS) in rural India. It notes that by 2012, 60% of India's 650 million mobile subscribers will be rural. Popular existing rural VAS include astrology, Bollywood, and cricket content delivered via SMS, WAP sites, and voice portals. Challenges include low awareness of VAS, literacy issues, and lack of contextual innovation. Moving forward, companies should focus on voice-based services in local languages, collaborate locally, and lower entry barriers to empower rural users and fuel the ecosystem.
The document discusses a project seminar presentation on Airtel's rural marketing strategies. It provides an overview of Airtel as a leading telecom company in India, describes their focus on expanding into rural areas through strategies like local-language marketing, public call offices, and service centers. Charts show Airtel has the most popularity and network usage in rural areas compared to competitors. The presentation evaluates the effectiveness of Airtel's rural marketing approaches.
International Go-to-Market Entry Strategy_INDIGO_IndiaLizanne Wicklund
INDIGO: Pay-as-you-go solar home product - Global Market Entry Strategy into an emerging market (India). For presentation only. Detailed multi-page strategy report not included here.
The document discusses LG's rural marketing approach in India. To penetrate the rural market, LG increased its branch and service center presence, gave area managers more power, and localized products and promotions. LG's approach focused on availability through widespread service centers, affordability by offering cheaper products, acceptability by localizing features, and creating awareness through cricket promotions and word of mouth. This approach helped LG gain 20% revenue from rural India and the largest share of the color TV market. However, competitors like Samsung began targeting premium buyers more aggressively, and LG's growth declined as it focused solely on the mass market.
This document provides an overview of the rural marketing landscape in India. Some key points:
- The rural market size is estimated at over Rs. 1.23 lakh crore annually and is growing rapidly driven by increasing incomes and infrastructure development.
- Rural consumers are heterogeneous with varying income levels and purchasing behaviors. Brand recognition is often based on visual or numeric cues rather than names.
- There are significant marketing opportunities in rural India due to the low penetration of many product categories currently. Categories like shampoo, biscuits and motorcycles are growing rapidly.
- Reaching remote rural areas and increasing rural incomes present ongoing challenges. Effective use of existing rural infrastructure can help boost access to markets.
Micromax is proposing a marketing plan to expand its presence in India and internationally. Currently Micromax dominates the rural Indian market but faces competition from established brands like Nokia, Samsung, and Apple. The plan aims to position Micromax as customers' preferred brand and target the potential urban and youth markets. It proposes strategies for products, pricing, promotion, placement, distribution, and customer acquisition to help Micromax achieve its objectives.
GfK NIS and nurago: Measuring Digital Consumer Journeysnurago
GfK NIS and nurago are measuring Digital Consumer Journeys across all media types and customer touchpoints.
We combine Network-centered measuring (NIS) with User-centered metering (nurago).
GfK Network Intelligence Solution’s methodology transfers anonymised, real-time IP traffic into fine-grained metrics to understand cross media and long tail consumer behaviour in motion.
GfK nurago‘s LEOtrace® technology measures and tracks individual user behaviour and application usage
on-device within controlled consumer panels.
Measuring and interpreting traffic on mobile network operator’s backbones helps understanding the long tail of Mobile. Currently, data from 5+ million unique users are anonymously evaluated. NIS is new and tested in 7 countries with 8 operators. Data is enriched with demographics, geographics, device features, and content categorisation into a fully consumer privacy proof solution.
nurago‘s LEOtrace® technology provides Holistic Measurement in smaller samples:
Events and data points measured at the point of origin: Web and App Usage, Communication, Location — then enriched with purchase information, attitudinal user feedbacks – and other media usage.
The combination of both results in multidimensional analysis and robust insights.
The presentation was held at M-Days 2012, Feb 1.
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content marketing, content strategy, digital marketing strategy, econsultancy, ethology, mike corak, mobile marketing, social media strategy
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Mobile Marketing to the Rural Sector
1. Marketing to the Rural Sector
Auckland August 27-28 2012!
Opportunities to
communicate with rural
mobile users
Brent Williams!
brent@nurve.co.nz
2. Agenda!
1. Market snapshot
trends, behaviour and influence!
2. Uptake in the rural sector!
3. Developing engagement
with the mobile audience!
4. Ap’s & mobile sites!
3. NZ Smartphone adoption
11%!
44% NZ population
Up from 20% Sept 2011 Rural population
Australia 52% (Sept 2011 37%)
Based on Google & IDC's Consumerscape 360 study
5. Number of Kiwi subscribers to wireless
broadband
2,946,260!
Includes 3g connected computers
6. THE AVERAGE KIWI
SMARTPHONE USER
CONSUMES !
6.2 HOURS!
OF MEDIA PER DAY !
MOBILE
DEVICES
&
MEDIA
CONSUMPTION
IN
NZ:
A
‘NEW
WAVE’
TAKES
SHAPE
-‐
2012
10. 24%!
would give-away their !
TV !
rather than give-away!
smartphone!
Google 2012 ourmobileplanet.com!
11. Key insight
1! 2! 3!
FRAGMENTATION UTILITY INTEGRATION
Smartphone Once people own Multi-tasking
users have one, their use & means
fragmented loyalty of the opportunities
media device, or for integration
consumption utility using
habits is high cross-media
campaigns
12. of smartphone owners!
65 %!
mobile is primary "
way of going online"
How
do
you
typically
go
online
to
surf
the
web?
MOBILE
DEVICES
&
MEDIA
CONSUMPTION
IN
NZ:
A
‘NEW
WAVE’
TAKES
SHAPE
-‐
2012
13. access the internet at least once a day from smartphone
56 %
51%
45%
41%
24%
Social
video
sites
emailing
search
networking
14. Mobile is now a key access point for additional
information
% %!
41 ! 53
preform search ! are looking for
every day! product info!
15. Where do kiwi’s search for products and
services?
41% ! 25% ! 21% ! 14% !
from home! on the go! at work! in store!
Based on Google & IDC's Consumerscape 360 study
16. Behaviour after searching
67% .............. Visited the business
52% via website
50% via store
67% ………… Contacted the business
50% called
47% looked up directions/map
….....…. Made a purchase
39% 30% in-store
23% online
17% ….....…. Have told others
11% wrote a review
10% made recommendation
Based on Google & IDC's Consumerscape 360 study
17. Response to advertising
TV Shop/Business
50%! 48%!
57% !
Magazines Poster/Billboard
Have searched!
after seeing 39%! 35%!
an ad on…!
Based on Google & IDC's Consumerscape 360 study
18. Attitude to ad’s on mobile devices
Comfortable with ads! Ok for ads in free apps!
30% 77%
IAB
presents…understanding
the
smartphone
user
in
NZ
-‐
3DInterac[ve
&
Great
Sites
19. where do kiwi’s notice ads
on their smartphones?
86 %!
43% ………in an app
of smartphone users notice ads!
42% ………on a website
33% ………using a search engine
20% ………watching a video
18% ………on a video website
18% ………on a retailer website
Based on Google & IDC's Consumerscape 360 study
20. influence
66% mobile users say that mobile advertising
has influenced their purchase decision!
Awareness
44%!
introduce
you
to
something
new
Favourable
Opinion
25%!
Provide
you
with
be^er
op[ons
Considera[on
find
something
nearby
25%
25%! 12%!
reconsider
a
purchase
12%
Shopping
11%!
influenced
in-‐store
purchase
Sales
14%!
buy
using
mobile
IAB
presents…understanding
the
smartphone
user
in
NZ
-‐
3DInterac[ve
&
Great
Sites
21. As an influence on purchase behaviour
4%
12%
22%
32%
58%
35%
37%
Mobile has surpassed: print,
in-‐store
&
desktop/laptop,
in
purchasing
behaviour
IAB
presents…understanding
the
smartphone
user
in
NZ
-‐
3DInterac[ve
&
Great
Sites
22. Key insights
1! 2! 3!
FAST GROWTH CHANGE IN MEDIA CONSUMER
CONSUMPTION BEHAVIOUR
Smartphone media usage is Massive change
market is growing HUGE in Consumer
fast Behavior
Driven by cheap Smartphones have Actively using
devices (given away quickly overtaken smartphones in
on plans) new most other forms of research & the
devices (iphone 5), media. influence of
purchase decisions
23. iPhone?!?! Kick it in the guts Trev
…those things are for townies!
…mmm
…I meant to say
WTF, ROTFLMAO,
GIB!!!!
24. 59 %!
US farmers own a !
smartphone !
20%
a tablet, mostly iPad !
!
16%
plan to upgrade in
the next 6 months!
http://www.agweb.com/article/farmer_adoption_of_mobile_technology_on_the_rise/!
25. 23 %!
Australian!
Dairy farmers !
own a smartphone !
30%
say they will upgrade
in the next 12 months!
Dairy Australia's latest national dairy farmer survey!
26. 32 %!
Kiwi Farmers!
(estimate)!
Based on a 11% Google
result (or 4.8% total pop)
& rural population of 14%
(2006 census)!
27. “
in
my
opinion,
the
iPad
will
become
one
of
the
most
valuable
tools
to
the
modern
farmer
Gary
Chambers,
farmer,
Drumheller,
Canada
28. The smartphone is a serious
business tool!
The smartphone is an industry
game-changer!
33. Kiwi farmers are ahead of the Pro’s
Dan Smith, a sheep & beef guy who works seven
different blocks in Wairarapa & Carterton. !
34. Kiwi farmers are ahead of the Pro’s
“ I saw a gap in the
farming market for an
application that would
not only save farmers
time, but thousands of
dollars in equipment!
35. Control Screen Vision Zone Water Use
Large, easy-to-use buttons Provides a quick view of each View daily water usage and
provide simple control of irrigation pivot’s position and detailed measure irrigation by depth,
rates, or get full control with a status information volume or coverage
Premier subscription
36. Key insight
1! 2! 3!
GROWTH SOPHISTICATION STEREOTYPE
Expect rapid Expect farmers Don’t let
uptake of to quickly Barry Crump
Smartphones & understand how syndrome fool
Tablets in rural to use them as you into
areas over the a tool (to save complacency
next 12 months time & money)
60. Key Insight
1! 2! 3!
BRIDGE DESIGN ENGAGEMENT
QR codes are Requires smart Make product
cheap and offer thinking & information more
plenty of planning but accessible
opportunity for plenty of (after sale)
cross media opportunities to
campaigns be creative Create
engagement with
purchaser while
in-store
63. experience
QR is the first step in driving people to
your objective. So …
• Placement: Consider the context
– Where will people use it?
– What will be their expectation?
• Who are you trying to reach?
• What are you trying to achieve?
• Does it make sense?
REMEMBER!!!"
They will be using a mobile device
65. The App route
The Pro’s…! The Cons…!
• ACCESS: Can Access content • High development cost
offline (no wifi or 3g) (difficult or specialized
language)
• UTILITY: Good for solving a problem
or specific user need (tool) • App store qualification
• Opportunities for advertising • Different Aps for different
devices (form factor)
iPhone, different flavours of
android + tablets. Focus
one the one with ROI.
• Not good for dynamic
information
66. The website route
The Pro’s…! The Cons…!
• Easy to develop • Needs access to the internet
(standard & open technology) (Wifi or 3G)
• Wide Scope (solves general • Not as good for tools/utility
• New design methods needed
user needs)
• Easy to change on the fly
• Allows for campaign specific
microsites
67. Responsive web sites
Depending
on
screen
size
&
orienta[on
it…
Automatically
changes the size &
placement of images
Menu’s
are
Automatically adjusts
point size of copy big
oden
using
smartphone’s
OS
It’s
FLUID
68.
69. Key Insight
1! Landing page must be mobile friendly
2! 3! 4!
Copy, images & Landing page Keep it SIMPLE!
menu’s must be must link directly to Small screen +
easy to see & use persons person will be on
on an smartphone/ expectation the move
tablet screen (context)
Needs to look GR8 on Desk Top browsers 5!
70. About Brent!
Brent has been a been a previous
speaker at this confrence covering
topics focused on digital marketing to
the Agri sector. !
!
He has had a long career in the media
industry, spanning over 20 years,
working in places like London, Boston,
NY & Sydney. He returned to NZ three
years ago, working for AdPlus/Tracta
and early last year formed his own
agency NURVE based in Napier. !
!
Brent has an MBA and post grad
degree in Marketing from MGSM in
Sydney!
!
For more info see:!
www.nurveco.nz!
www.linkedin.com/in/br3n7 !