La strategia mobile ottimizzazione dati e analytics per costruire il brand nell’era digitale e multicanale - dma june 2013
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Barbara Moretti discussed strategies for mobile marketing and optimizing brands in the digital era. She noted the challenges of communicating across multiple channels to different generations of mobile users. Analyzing mobile data traffic and user behaviors can help businesses capitalize on the digital opportunity by embracing mobile, optimizing the mobile experience, and combining mobile with traditional channels. Top tips include creating mobile-optimized pages, integrating mobile payments, innovating with QR codes, and using analytics to improve targeting and future campaigns. However, barriers still include customer awareness, retailer adoption, and access to technology.
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La strategia mobile ottimizzazione dati e analytics per costruire il brand nell’era digitale e multicanale - dma june 2013
- 1. Barbara Moretti - European SMB Digital Product Marketing Manager at Pitney Bowes La strategia mobile: ottimizzazione, dati e analytics per costruire il brand nell’era digitale e multicanale
- 2. The communications challenge for businesses • Multiple channels • 4G • Generation D • Combining old with new
- 3. What are the rewards for getting it right? • You match expectation • You can ramp up profit • Survival!
- 4. European landscape: Mobile • Mobile data traffic increasing • Italy least competitive mobile market; UK the most • Italy highest mobile search usage and most frequent buyers on mobile
- 5. European landscape: Codes • 60 mobile barcode scans made a minute • Germany highest users of QR codes • Madrid top city for barcode scans • Spain least competitive market; UK and France the most
- 6. How to capitalise on the digital opportunity • Embrace mobile • Optimise on the move experience • Combine with traditional channels
- 7. • Top tips • Create a mobile optimised landing page • Integrate mobile payments technology • Innovate with QR codes • Monitor scans and click through rates • Support the multi-channel experience
- 12. The role of analytics within • How to use social media and mobile customer data to improve future targeting and campaigns
- 13. Current barriers • Customer awareness • Retailer adoption • Access to technology
Editor's Notes
- The Challenge Businesses need to be able to communicate their message to stakeholders, but in an age of information overload, it’s noisy and hard to grab people’s attention There are a multitude of channels, platforms and methods by which to communicate - so businesses have a lot to get their heads around 4G is upon us giving consumers even faster access to the internet while on the move and this will contribute to the rise in mobile usage - set to overtake fixed internet access in 2013 according to comScore We also have a new, highly digital generation on our doorstep to add to generation Y – known as Generation D. Businesses need to be prepared to communicate with them and to integrate them into the workforce The challenge for businesses is to understand which channels suit their needs, and how to provide digitally-savvy customers instant access to mobile sites and services when they have limited time and budget. Also need traditional channels such as email marketing or print campaigns (posters, DM and billboards) to be combined with digital
- Why is it important to get your head around this digital shift? Because it has a considerable impact on how, when and where we communicate with customers. Expectations are high - businesses can’t afford to provide anything less than a perfect user experience, no matter what device is used or where the customer is located There are huge financial rewards for those that grab this opportunity. We recently researched the business benefits of effective marketing, particularly when it comes to on social and mobile. Results showed that owners of SMEs are busier than ever, on average achieving 39% of their marketing plan. Not only that, but focusing on and improving efficiency in their marketing, particularly when it comes to digital, could unlock an extra £122 billion that‘s up for grabs to UK SMEs, which we think reflect Eu situation too.
- The Market Mobile data traffic forecast is increasing every year and expecting to reach 7,000 petabytes per month by 2015, of which 26.3% will be in the EU. The country with major penetration and mobile data growth are in the following order: UK, Spain, Italy, France Germany UK The country with major penetration and mobile data growth is the UK Smart-phones are forecast to penetrate 80% of consumers by 2016 Smart-phone penetration stands at 51% in the UK Italian smart-phone owners who make purchase via their devices are the most frequent buyers in Europe Italy is the country that it is currently growing quicker of all the European countries for mobile revenue and mobile internet usage. – If we think of when the latest iphone came up, and the interest by the population, we can see that smartphone are a key element in new and less new generation every day life.
- The Market There are 60 mobile barcode scans made ever minute, up from 10 a minute in 2010 There are 20,000 new mobile barcode app activation per day globally 87% of retailers are looking to increase the number of online channels that they sell through within the next three years 85% of retailers currently sell through more than one channel online 12.1% of European smart-phone users have used a QRCode. Germany with its 24% of users leads the European market for use. Germany is the country with more use of mobile barcode, followed by UK and Italy. Madrid is the top Global city for the usage of mobile barcode Based on PB competitors analysis, the country with less competition at the moment is Spain, followed by Germany and Italy. France and the UK are the most competitive market at this moment. More then 40% of competitors offer to the customer a free trial, lower percentage in Italy and France.
- To help businesses take advantage of this opportunity, we’ve created pbSmartEssentials to help SMEs with digital marketing. It’s a simple, affordable set of digital marketing tools for growing businesses and will open up a whole new audience It will help you embrace mobile and ensure your website is optimised – used in conjunction with traditional marketing channels it will help boost sales and customer numbers
- Some examples of forward looking companies that are already embracing digital. John Lewis innovated with window display in one of its Waitrose branches featuring a range of products, included its top “30 favourite things for Christmas” Customers. When customers passed the window display all they had to do was scan the QR codes to purchase specific items via the johnlewis.com website and if ordered before 7pm they could collect their products at that Waitrose store from 2pm the next day. Now you may not have the one or resource of John Lewis but QR code campaigns are open to everyone – they’re very simple yet effective to do whether you’re a one-man band or a global company. If you are a smaller business then it can have the added advantage of making you look bigger than you are and give you a broader marketing presence than you would have ordinarily got – it’s just about having that creative idea.
- From the US, is Osprey's Dominion Vineyard. They added a QR code to their print advertising to get more of a message out about their wines – one challenge they have is that information about their wines change frequently, one reason being they win various awards throughout the year. They needed a way to promote this new information quickly and easily. The QR code took you to a site which gave the story behind the wine, any awards and other information about it as well as linking to the main website and Facebook page. It’s been a big success for them and they’re now looking to put QR codes on the wine labels so when you’re buying them in a store you can find out more information there and then. I think something they said is true for many small businesses, he told us “I know wine, I don’t know marketing” so going through a step by step process with Pitney Bowes was not only easy for them but also taught them something about marketing.
- Walmart Scan & Go service Use iPhones to scan own products while shopping Pay at self-checkout register
- With that in mind here’s a small and more local example from Jamie Oliver’s Recipease in Notting Hill, London. They launched a competition to win a cookery lesson for you and a friend from Jamie himself. All you needed to do was visit the Notting Hill shop and scan one of the QR codes on the hoardings. That took you through to a dedicated page where you entered your email address and one was picked at random as the winner. It got people coming to the shop, made them aware they offer cookery courses and gave them a chance to win a very individual lesson at the same time.
- Free Mobile and QR code services don’t provide analytics, but it’s essential. Build in analytics so you can see what success your campaign had and whether any changes need to be made during or for subsequent campaigns. It’s not expensive, or difficult. Take our pbSmart™ Essentials Software, you can get up and running for as little as £10 a month and ensure you have the capability to track scans and clicks automatically, in real-time, and see the effectiveness of your campaign at any point from mobile to QR codes.