Paul Berney, CMO MMA Global on global mobile marketing trends and how they translate to Africa @ the MMA SA Breakfast Briefings in Johannesburg and Cape Town, June 2013 - sponsored by SilverstoneCIS.com and Deloitte Digital.

1. MMA SOUTH AFRICA:
BREAKFAST BRIEFING
CAPETOWN, JUNE 2013

2. CapeTown, June 2013
MOBILE
MARKETING
MOBILE
MARKETING
Paul Berney @paulbmma #MMASA

3. WARNING!
THIS PRESENTATION
CONTAINS NO
NEW IDEAS

4. CONSUMERS ARE MOBILE
BRANDS MUST FOLLOW THEM
@paulbmma #MMASA

5. “Our mobile strategy is very simple,
it’s to follow consumers”
MARC PRITCHARD, CMO, PROCTER & GAMBLE.

6. MOBILE HAS CAUSED AND ENABLED
AN IRREVOCABLE CHANGE IN
CONSUMER BEHAVIOUR
@paulbmma #MMASA

7. IMMIGRANTS /
NATIVES /
DEPENDENTS

8. DIGITAL NATIVES/ DEPENDENTS
GENERATIONY/ MILLENNIALS/
CONNECTED CONSUMERS
HAVE HIGHER EXPECTATIONS
@paulbmma #MMASA

9. MOBILE HAS CAUSED AND ENABLED
AN IRREVOCABLE CHANGE IN
CONSUMER BEHAVIOUR
@paulbmma #MMASA

10. THE DNA OF MARKETING
REFLECT CHANGE
CAUSE CHANGE

11. THE MOBILE CONSUMER EXPECTS:
CONVENIENCE
OMNICHANNEL
REALTIME
DIALOGUE
ENGAGEMENT
PARTICIPATION
EXPERIENCE
CONTROL

12. AWARENESS
ENGAGEMENT
PURCHASE
LOYALTY
PERMISSION
BASED
MOBILE
MARKETING
mCRM
MOBILE
ADVERTISING
DIRECT
RESPONSE
SEARCH
IN & OUT OF
STORE
ENGAGEMENT
APPS
MOBILE WEBSITES
MESSAGING
SAMPLING
COUPONS
MPAYMENTS

13. 1st
moment of truth
STORE
2nd
moment of truth
HOME
ZERO
moment of truth
SEARCH
WHICH CHANNEL IS PRESENT AT EVERY MOMENT?

14. of searches on smartphones are
spontaneous
80%
SOURCES: GOOGLE,ADAGE & WARC

15. of mobile search is related to
location.
40%
SOURCES: NAVTEQ & GOOGLE

16. of consumers start shopping in
one channel but complete the
purchase elsewhere.
67%
SOURCE: COMSCORE

17. THE MOBILE ZMOT INCREASES THE
IMPORTANCE OF THREE THINGS:
MOBILE SEO
MOBILE ADVERTISING
MOBILE OPTIMISED SITES

18. ACTIVATINGTRADITIONAL MEDIA

21. ALLOWING PEOPLETO ACT ATTHE
POINT OF IMPULSE
@paulbmma #MMASA

23. ROYAL CHALLENGERS – ARTICKETS

24. USE MOBILE MEDIA

25. “We're moving from a world where we plan
campaigns for the future to one where we
adapt campaigns to the moment”
Dick Costolo, CEO ofTwitter

26. Hailo Dublin
@HailoDublin
Heading to the #websummit today? Grab a
Hailo cab! Taxi in two taps and pay with
cash or card - itunes.apple.com/i...
Promoted by Hailo Dublin
Stolen from the excellent @brucedaisley fromTwitter

28. ENGAGINGTHROUGH MOBILE

29. 36%
SOURCE: INSITES CONSULTING
of Europeans are a member of at
least one social network.
of consumers have posted
content about a brand on a social
networking site
73%

30. CONSUMERS DON’T NEED ( OR WANT) MARKETING
SOURCE: STRANGE PR

31. 34%
of US smartphone owners said they had
abandoned a purchase in store after seeing a
negative review on their mobile

32. MOBILE AMPLIFIES
THE POWER OF
CUSTOMER REVIEW
SITES

33. 43%
of smartphone and tablet owners
have used it for ‘showrooming’
SOURCES: GOOGLE,ADAGE & WARC

34. BEST BUY
CHANGETHE ENGAGEMENT MODEL:
SHOP
LEARN
BUY
CONNECT & SUPPORT
ENGAGE & RETAIN

38. THE USP OF MOBILE:
CONTEXTUAL RELEVANCE
@paulbmma #MMASA

39. WHO:THE RIGHT PERSON
WHAT:THE RIGHT MESSAGE
WHERE:THE RIGHT PLACE
WHEN:THE RIGHT TIME
@paulbmma #MMASA

40. THE NEED STATES FULFILLED BY MOBILE:
CONNECT ME
UPDATE ME
HELP ME FIND
ENTERTAINMENT ME
INFORM ME
ORGANISE ME
@paulbmma #MMASA

43. COPOPL – LOCATIO BASED GAMING

44. Starwood Hotels & Resorts
Reward Foursquare check-in with bar discounts
Customer Engagement

47. THE USP’s OF MOBILE:
CONTEXTUAL RELEVANCE
MOBILE PAYMENTS
@paulbmma #MMASA

48. THE NEED STATES FULFILLED BY MOBILE:
CONNECT ME
UPDATE ME
HELP ME FIND
ENTERTAINMENT ME
INFORM ME
ORGANISE ME
LET ME BUY

49. 3 MILLION MOBILE TRANSACTIONS A DAY
10% OF REVENUE
SOURCE: MOBILE COMMERCE DAILY

50. $14BN
IN MOBILE COMMERCE

51. BIG DATA?

52. THE SHIFT FROM DEMOGRAPHIC
DATATO CONTEXTUAL DATA
FROM HISTORICTO PREDICTIVE
BEHAVIOUR
@paulbmma #MMASA

53. UNDERSTANDING YOU
PURCHASE HISTORY
MOBILE BEHAVIOURS
FRIENDS
INFLUENCE
REACH
LOCATION
TIME
NEED STATE

54. “If you wish to persuade me, you must
think my thoughts, feel my feelings,
and speak my words.”
Cicero 80BC

56. FIVE ACTIONS FOR NEXT WEEK
1. REVIEW EXISTING CONSUMERS
ENGAGEMENT
2. START BUILDING A LIBRARY OF BEST
PRACTICE
3. START MAPPINGTHETOUCH POINTS INTHE
CUSTOMER JOURNEY
4. GIVE MOBILE AVOICE
5. JOIN MMA SOUTH AFRICA
@paulbmma #MMASA

57. EVERY
MOMENT
IS MOBILE
@paulbmma #MMASA

58. THANKYOU
@PAULBMMA
WWW.MMAGLOBAL.COM
WWW.PAULBERNEY.COM