21. Establish High
1" Level Objectives
Program Planning 7"
Research &
2"
Immersion
Execution
Relationship 6" & Optimization
Driven Core
Mobile Concept Segment
3"
Mobile Behavior
Develop Mobile Brief 5" 4" Identify Key Insights
5thfinger
22. 1"
Establish High Level Objectives"
Cross Sell
Grow
ROI Consumption
Driving'
Opt+In'
Time 5thfinger
23. Old Mobile Opt-In Process
From:'2653' To:'2653' From:'2653' To:'2653'
Join'MCR' ' Great.'If'you' '
Mobile'by' LINK' would'like'to' Y'
replying'with' ' opt+in'as' '
‘LINK’'to'link' well,'reply'
your'phone.'' with'‘Y’.''
1. User enters mobile number' 2. User 3. User replies 4. User 5. User replies
receives TXT with ‘LINK’ to receives TXT ‘Y’ to opt-in'
inviting them to link phone ' inviting them to
LINK their opt-in to mobile
Phone' alerts '
5thfinger
24. New Mobile Opt-In Process
1' User enters mobile number
1.
2.
2' User checks opt-in'
From:'2653' To:'2653'
Join'MCR' '
Mobile'by' LINK'
replying'with' '
‘LINK’'to'link'
your'phone.''
1' 3'
3. User receives TXT asking to confirm this
is their phone by replying LINK.
2' They will then get a welcome message
from Jen.
5thfinger
25. Result?
Monthly opt-in growth of 5%-10%*"
*Source: Aberdeen 2009 Mobile Marketing Benchmark Report
5thfinger
26. Maximum Opt-In Rate
1' User enters mobile number
1.
2.
2' User checks opt-in'
From:'2653' To:'2653'
Thanks'for' '
joining.'Reply' LINK'
STOP'to'stop' '
receiving'
messages.'
1' 3'
3. User receives TXT confirming opt-in.
2'
5thfinger
27. Demographic !
& Psychographic
2"
Data on Target
Mobile Usage
Existing Digital & Consumers!
Patterns for Target
Mobile Programs!
Demo!
Current Loyalty ! Social & Digital
& DM Programs! Media Trends!
Current Marketing Macro Economic
Strategy! & Social Trends!
Research "
& Immersion"
5thfinger
29. 2"
Research "
& Immersion"
Take s ome action
tion s…
A sk the ques
my team know
What does of
ile behavior
Key Questions…
ob
"
about the m
onsumers?
our target c
1. mobile media consumption habits
"
t
2. mobile app usage be the mos
" What would us to find o
ut
for
3. social and mobile usage effective way
" more?
4. mobile handsets (% smartphones)
"
5. other emerging trends / patterns 5thfinger
"
30. Segmenting Mobile Behavior."
Mobilista - 3g device, app downloads. They expect both form + function. Trend setter.
Searcher - Hi speed device, “I can find that on my device – I don’t need my my laptop”.
Worker - Stay connected for work. On weekend, many use a secondary device.
Txtr - It’s all about communications - direct yet personal. Function over form.
Phone’o’phobe – luddite, not just with their phone (voice calls are staple) but also other tech.
5thfinger
31. Segmenting Mobile Behavior."
connecTvity'
Mobilista - 3g device, app downloads. They expect both form + function. Trend setter.
accessibility'
Searcher - Hi speed device, “I can find that on my device – I don’t need my my laptop”.
producTvity'
Worker - Stay connected for work. On weekend, many use a secondary device.
community' me action
Txtr - It’s all about communications - direct yet personal. Function so form.
Take over ion…
k the quest
As
ur
we group o
simplicity' How could
Phone’o’phobe – luddite, not just with their phone (voice calls are rgets based oalso
ta
staple) but r mobile
n theiother tech.
behavior?
5thfinger
32. Establish High
1" Level Objectives
Program Planning 7"
Research &
2"
Immersion
Execution
Relationship 6" & Optimization
Driven Core Idea
3" Segment
Mobile Behavior
Develop Mobile Brief 5" 4" Identify Key Insights
5thfinger
34. is there love for other mobile devices too?"
5thfinger
35. Identify Key Insights"
n
Take some actio
ion…st
Ask the que
we
t/s pace could
What concep ur
own in th e mind of o
ging
customer s by levera ?
m pelling way
mobile in co
5thfinger
43. Mobile Content Relevance Winners Model"
"
Indexed and Scored every section of the site (>50) against
these criteria:"
1. PC Desktop Popularity (Weighting "0.5)"
2. Smartphone Popularity (Weighting 1.0)"
3. Ease of Making Mobile (Weighting "0.75)"
4. Relevance of Mobility (Weighting 1.5)"
5. Revenue Potential (Weighting 0.25)"
5thfinger
47. Comparative Framework"
Shopping"
Mobile in the Middle"
Mobile Relationship"
Lifestyle Extension"
Mobile community Branding: Moblie In-store marketing Expanded
management around content discovery platform for brands! community focus :
Next Big Mobile Move" new and back-to- engine! Empowered Women!
school parents!
5thfinger
48. 1. mobility planning
"
2. mobile website
development
"
3. comparative
framework"
5thfinger