The document discusses the disruption in marketing due to mobile technology, emphasizing the need for businesses to adopt a 'mobile first' strategy that integrates marketing, sales, and customer support. Key points include the rise of mobile payments, the increase in smartphone subscriptions, and the importance of real-time marketing. It highlights that user experience is central to branding and that a cohesive, cross-departmental approach is vital for leveraging mobile technology effectively.

1. Marketing Disruption in Mobility Times
Stathis Chaikalis
CEO Communication Effect

2. Old school marketing:
o Awareness
o Media and TV are the king,
kingmaker
o Impressions / views
o Big, yearly creative idea
o3 month survey

3. Future thinking perspective, result oriented approach:
o User / consumer experience
o Customer journey
o Measure everything

4. Mind-blowing changes:
o Digital transformation stands plainly
for business transformation
o Convergence of marketing / sales /
customer support instead of silos
o Real-Time marketing: 10-hour plan
concurrently with 10-month
campaign

5. Galloping mobility:
2014: +800 mil smartphone subscriptions
2,7 billion +40% vis-a-vis 2013
2015: on-demand (streamed) video >
broadcast TV thanks to mobility
Source: Ericsson Mobility Report

6. http://om.co/
Standalone camera shot
dead by smartphones

7. Mind of the “mobile first” mantra
o Don’t overplay the “mobile first”
commandment but use it within the
business strategy context
o From Apps to Experiences
o Integrate wearables and connected
objects into a broader customer life-cycle
approach
o “The user experience becomes the brands
and the users –and their actions- do the
marketing”

8. Back to reality

10. 1. Mobile Payments
o Contactless payments
o Mobile payments
o V.me and mobile wallet marketing
Marketing objective:
Counter the cash culture,
promote the mobile payments benefits

11. 2. Mobile Sales Force Automation
o30 % growth despite the recession
o 20% time-saving, ~ 0% errors
o Connecting brands with the end user
o Health industry
Marketing objective:
Implementation speed up

12. 3. Connecting stores with consumers (Food and Beverage sector)
o Mind the intermediate level
o Build up relations with the retail stores
owners
o Leverage the consumer experience
Marketing objective:
Support a medium-long term investment

13. Hands-On
i. Marketing, sales, customer support dpt jointly
implement an integrated “mobile first/centric/only’
plan
ii. In the first place, mind a) the culture issue, b) CEO
support
iii. Confirm that “mobile centric” applies to any point
of the customer journey from the adv, to site, social
media, customer care, event organization etc.
iv. Mobile steering committee stands as an imperative

14. Hands-On (cont…)
v. Harness the potential/power of
the first screen, that is the
smartphone
vi. Stay close to the CMO

15. Thank you!