Mobile Marketing Strategy for Consumer Goods
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The document outlines a mobile strategy workshop agenda for developing a mobile roadmap and vision for consumer packaged goods (CPG) companies or GlaxoSmithKline (GSK). It discusses understanding the mobile landscape and consumer, identifying opportunities and goals, and developing a strategy and content for mobile websites, search, apps, and more. Workshop sections address questions about current mobile usage, competitors, relevant devices and content, and success metrics.
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Mobile Marketing Strategy for Consumer Goods
- 1. *mobile strategy and vision horizon for CPG
- 2. Contact Shaun Quigley VP, Mobile Practice Director [email_address] 412.995.9500 phone @squigster
- 3. *mobile strategy and vision horizon for GSK
- 4. Recap the Mobile Landscape CPG Mobile Roadmap Mobile Workshop 1 2 3 agenda
- 5. 2011 2001 Finding, sharing, converging
- 8. Morgan Stanley, April 2010
- 10. 50 minutes a day
- 11. coviewing
- 13. content appetites are evolving
- 15. 2010 Leo Burnett And Arc Worldwide
- 16. 79% use smartphone for shopping activities
- 17. Strong Web Presence the new convergence
- 18. identify key opportunities / challenges where mobile can provide a solution or support business goals identify unmet needs and goals of the customers that most closely align with those opportunities develop a vision around how mobile will fulfill those business and customer needs (and prioritize them) 1 2 3 strategy
- 19. roadmap the vision horizon
- 20. 2011 2012 2013 50% Smart phone Mobile website Mobile search Lay the mobile foundation Mobile apps Mobilized sales team Mobile advertising Mobile is a “first” consideration All content is mobile Mobile couponing Mobile at shelf Experiential Vertical/trade Mobile is part of connections plan Mobile Desktop > CPG Mobile Roadmap
- 21. journey understand the consumer
- 23. Mobile search, reviews, expert/sales tools QR codes Mobile ads, sponsored apps, events, SMS Mobile couponing, retail tie-ins Mobile apps Mobile social/connections Mobile content/ CRM
- 25. If 5% come from mobile, target separately (CTR is 3x higher)
- 27. 65% say mobile couponing is best form of mobile marketing
- 28. ½ of prescriptions filled from mobile suite are using “Refill Scan”
- 32. Mobile search, reviews, expert/sales tools Mobile ads, sponsored apps, events, SMS Mobile couponing, retail tie-ins Mobile apps Mobile social/connections Mobile content/ CRM
- 33. 2011 2012 2013 50% Smart phone Mobile website Mobile search Lay the mobile foundation Mobile apps Mobilized sales team Mobile advertising Mobile is a “first” consideration All content is mobile Mobile couponing Mobile at retail Mobile at shelf Experiential Vertical/Trade Mobile is part of connections plan Mobile Desktop > GSK Mobile Gameplan
- 34. workshop mobile
- 35. QUESTION What percentage of site traffic is coming from mobile? ________________________ What content are mobile visitors accessing? ________________________ What social traffic is coming from mobile? ________________________ How much of my paid search traffic is coming from mobile? ______________________ What are my competitors doing in mobile? ______________________ What types of devices are most common for my target? ______________________ What mobile content is most relevant for my target? ______________________ How are my retailers are using mobile? ______________________ Which apps are relevant to my business? ______________________ What success metrics make sense for my brand? _________________________ Mobile To-Do List Knowledge is power. Who can best help you answer these questions? List multiple parties if you’d like. PARTNER/RESOURCE
- 36. Mind the GAP! When planning a mobile marketing strategy, remember to mind the gap: G oals. A udience. P latforms. How can mobile help you achieve your business goal? How would you see your target audience using mobile? Circle the platforms that are most for your audience: SMS /TXT iPhone Android Blackberry iPad Other phones/tablets
- 37. Mobile Content This section is designed to help you record your ideas and your initial vision. List your initial thoughts of what can and cannot be mobile in your mix. Forget about constraints. 1. 2. 3. 4. 5. 1. 2. 3. 4. 5.
- 38. Mobile Web Successful mobile websites and applications will do fewer things, but do them better. Screens are small, and connection speeds are slow. For your brand, what are the three most critical pieces of information for the user based on these scenarios. On the Go? In The Store?
- 40. Mobile app Typically, the best apps have some form of utility or entertainment (or both). What might be relevant for your brand? How will you take advantage of LoSoPhoMo.? Write down one idea for utility: Write down one idea for entertainment: How could you use the GPS (Lo) How could my make the experience shareable? (So) How could you use the camera or video camera (Pho) What is a success measure for your app?
- 41. Contact Shaun Quigley VP, Mobile Practice Director [email_address] 412.995.9500 phone @squigster
- 42. *mobile strategy and vision horizon for CPG
Editor's Notes
- Fun part Go wide LoSoPhoMo _ Shopper Case studies Data Demos Go deep Once a month, I switch my watch from my right to my left arm. I routinely do things that make me uncomfortable solely for that purpose (next up: trapeze lesson). On Mondays, when we are all collected for our weekly production meeting, I ask if others have done something they’ve never done before, particularly something that took them out of their comfort zone. Why? Nothing extra-ordinary comes from within your comfort zone. Good work? Surely. Excellent work? Yes, even that. Revolutionary? No. As creators and marketers, we are our own worst enemies. Life gets in a rut because we follow the same path day in and day out. Creative solutions can fall into ruts, too. Same for marketing. Research (Drive: The Surprising Truth About What Motivates Us by Daniel Pink) proves that mice (the human alter ego?) work better when they’re not too comfortable. Too hot or too cold, mice become unproductive. But taken out of their comfort zone, mice become energized and more productive. That is, they work best when having reached a state of “productive discomfort.” Creators, demand of yourselves a rise in creative anxiety. Scare yourselves. Marketers, you won’t get noticed by pitching your message inside the comfort zone of your buyers. Step outside. Get some fresh air. Next week: Revolutionary Demonstrations That Topple Brand Categories.
- Before we leave to go to work, fellas, what do we do, we pat ourselves down. Wallet Keys Phone It’s an extension of ourelves.
- Impilication: focus on mobile first.
- Mobile is changing the way people shop. 90% of America owns a phone Half of American Shoppers are mobile - store locations - product reviews - product comparisons - looking for discounts
- Mobile is changing the way people shop. 90% of America owns a phone Half of American Shoppers are mobile - store locations - product reviews - product comparisons - looking for discounts
- The setup is really the need to begin thinking much more digitally and the rationale for considering mobile not just as another digital tool, but as a paradigm shift in how consumers are influenced in-store and on-the-go to make decisions. It’s about having a strong and dynamic web presence as the information hub for where consumers access content and gain purchase confidence while in the store.
- Fun part Go wide LoSoPhoMo _ Shopper Case studies Data Demos Go deep Once a month, I switch my watch from my right to my left arm. I routinely do things that make me uncomfortable solely for that purpose (next up: trapeze lesson). On Mondays, when we are all collected for our weekly production meeting, I ask if others have done something they’ve never done before, particularly something that took them out of their comfort zone. Why? Nothing extra-ordinary comes from within your comfort zone. Good work? Surely. Excellent work? Yes, even that. Revolutionary? No. As creators and marketers, we are our own worst enemies. Life gets in a rut because we follow the same path day in and day out. Creative solutions can fall into ruts, too. Same for marketing. Research (Drive: The Surprising Truth About What Motivates Us by Daniel Pink) proves that mice (the human alter ego?) work better when they’re not too comfortable. Too hot or too cold, mice become unproductive. But taken out of their comfort zone, mice become energized and more productive. That is, they work best when having reached a state of “productive discomfort.” Creators, demand of yourselves a rise in creative anxiety. Scare yourselves. Marketers, you won’t get noticed by pitching your message inside the comfort zone of your buyers. Step outside. Get some fresh air. Next week: Revolutionary Demonstrations That Topple Brand Categories.