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The new mobile playbook: Turning big data into big dollars - Adobe Digital Summit 2013
The document outlines the evolution and opportunities in mobile marketing, emphasizing the importance of mobile big data for personalization and customer engagement. It discusses strategies for effectively leveraging mobile data to deliver customized messages based on consumer behavior and location. Key takeaways include the necessity of integrating mobile into marketing strategies and the unique advantages that mobile offers in real-time interactions with consumers.
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The new mobile playbook: Turning big data into big dollars - Adobe Digital Summit 2013
- 1. THE NEW MOBILEPLAYBOOK! Turning big dataâŚ! JACK PHILBIN! âŚinto big dollars! Co-Founder & CEO, Vibes⨠Chairman NA, MMA⨠Jack@vibes.com @jackphilbin! #MobileBigData!
- 2. We keep accumulatingmore data, ⨠but what are we doing with it?!
- 3. âWe created 5exabytes of digital data in recorded time until 2003. In 2011, the same amount of data was created in two days. ⨠By 2013, that time period is expected to shrink to ⨠just 10 minutes.â ! âWhat  Data  Says  About  Us,â  Fortune,  September  2012 Â
- 4. Topics for today! Evolving mobile marketing landscape! Mobilebig data in action! #MobileBigData⨠! @JackPhilbin! The new mobile playbook!
- 5. Topics for today! Evolving mobile marketing landscape! Mobilebig data in action! #MobileBigData⨠! @JackPhilbin! The new mobile playbook!
- 6. Mobile and bigdata ⨠will converge⌠when?! Personalization ! of data and ! content at the ⨠right! time and location ⨠to drive ⨠Mobile ! Big Data⨠action! Strategies! Strategies! Â
- 7. In mobile⌠! âŚitâs allabout deliveringâŚ! The! Perfect! Message!
- 8. VIDEO #1! The PerfectMobile Message!
- 9. VIDEO #1! The PerfectMobile Message! â˘âŻ More customized = more relevant = more worth my time ! â˘âŻ Tailored based on past purchases and habits! â˘âŻ When I need it â useful, fast, relevant to me!
- 10. How are marketersthinking about mobile and personalization?! CMO Council Report: Insights from 250+ marketers! Satisfaction with  leveraging mobile! 14% SatisďŹed with Mobile ⨠43% not satisďŹed, 37% still evaluating, 6% not sure !  Mobile strategy status! 16% Have Mobile Strategy⨠54% strategy in development, 28% have no strategy ! Source: CMO Council's "Engage at Every Stageâ Report - Q3 2012 survey of 269 global marketers! !
- 11. What are yourplans to leverage ⨠mobile for competitive advantage?! Source: CMO Council's "Engage at Every Stageâ Report - Q3 2012 survey of 269 global marketers! Data shown is based on respondents who said they have a formal mobile strategy. !
- 12. How can mobileshape your ⨠interactions with your customers?! Source: CMO Council's "Engage at Every Stageâ Report - Q3 2012 survey of 269 global marketers!
- 13. The mobile opportunity! Mobile Marketing! targeting & ! segmentations! Mobile Service! mobile wallet! service ! apps! mobile! database! push ! notiďŹcation! in-venue! interactions! mobile ! web! social! networking! apps! Mobile ! Experiences! SMS !   QR! codes! coupons! mobile wallet! mcommerce! MMS! loyalty! payments! service ! alerts! alerts! location! -based! services! rich! media! mobile wallet! display! sponsor! text! media buys! Mobile Advertising!
- 14. Mobile marketing maturityis accelerating! Mobile Relationship Management! Mobile Marketing⨠Programs! Mobile Marketing Experimentation! â˘âŻ Project-based approach! â˘âŻ Mobile as a standalone! â˘âŻ Marketing to the âmassesâ! Crawl! â˘âŻ Program-based approach! â˘âŻ Build a mobile database! â˘âŻ Run regular campaigns! â˘âŻ Utilize multiple mobile channels! â˘âŻ Basic reporting! â˘âŻ Light segmentation! Walk! â˘âŻ Long-term mobile strategy! â˘âŻ Combine mobile into the overall marketing mix! â˘âŻ Data integration: mobile database linked to CRM, loyalty, e-mail, and ⨠3rd party data sources! â˘âŻ Utilize several mobile channels! â˘âŻ In-depth metrics/ROI! â˘âŻ Advanced segmentation ! â˘âŻ One-to-one marketing⨠! Run!
- 15. Mobile marketing maturityis accelerating! Advance Through The ⨠Stages Of Mobile Maturity! By Melissa Parrish Forrester Research, Inc. December 18, 2012
- 16. âClose the loopâand leverage ! mobile big data! ENGAGEMENT! AWARENESS! LOYALTY! Lower Funnel! Top of Funnel! â˘âŻ Mobile Advertising! TRANSACTION! â˘âŻ Messaging! â˘âŻ Post Click Engagement! CRM Data Integration! We need to connect top of funnel with lower funnel! â˘âŻ Mobile Wallet / Passbook!
- 17. Topics for today! Evolving mobile marketing landscape! Mobilebig data in action! #MobileBigData⨠! @JackPhilbin! The new mobile playbook!
- 18. When I hearâŚmobile big data⌠⨠I think ofâŚ!
- 19. VIDEO #2! The Stateof Mobile Personalization!
- 20. VIDEO #2! The Stateof Mobile Personalization ! â˘âŻ I donât get customized messages â generic messages only! â˘âŻ Messages should come to me vs. me going to get them! â˘âŻ When I opt in, I expect to receive locationaware messages!
- 21. Digital world data! Realworld data! vs.! With computers in our pockets the concept of big data and marketing has shifted signiďŹcantly
- 22. What makes mobiledifferent?! Time! Why does the consumer need the message now?! + Â Location! Where is the consumer located right now? ! + Â Interaction! How does the consumer interact with you via mobile?! No other marketing channel offers the uniqueness of time + location + interaction!
- 23. Mobile wallets integratetime, ⨠location and interaction!
- 24. What unique datadoes mobile offer?! AWARENESS! Time! â˘âŻ When actions occur! â˘âŻ When purchases occur! â˘âŻ Future purchase timing! CRM Data! ENGAGEMENT! TRANSACTION! Location! â˘âŻ Physical location! â˘âŻ Proximity to store! â˘âŻ Home location! Mobile Data! LOYALTY! Interaction! â˘âŻ Post click engagement! â˘âŻ Passbook interaction! â˘âŻ Mobile behavioral data! 3rd Party Data!
- 25. Your mobile customersare your ⨠most loyal customersâŚ! Mobile subscriber spends anywhere from 3X â 8X more than email! Mobile! Social! Email! Passive ! ! Casual ! !Engaged ! Loyal!
- 26. Whatâs the valueof the mobile consumer?! Mobile vs. Email! Mobile vs. Social! $50,000 in sales! ! $500,000 in sales! ! 19,000 mobile subscribers! 200,000 mobile subscribers! vs.! 167,000 email subscribers! vs.! 110 million social followers!
- 28. âMass marketers developa product and try to ďŹnd customers for that product. ⨠But 1:1 marketers develop a customer and try to ďŹnd products for that customer.â! Martha  Rogers  and  Don  Peppers,  The  One  to  One  Future:  Building  Rela5onships  One  Customer  at  a  Time,  1997 Â
- 29. One-to-one targeting inaction!
- 30. Mobile big datahelps match the right messages with the right consumers! Message/Offer 1! Consumer 1! Message/Offer 2! Consumer 2! Message/Offer 3! Consumer 3! Message/Offer 4! Consumer 4! Message/Offer 5! Consumer 5!
- 31. Topics for today! Evolving mobile marketing landscape! Mobilebig data in action! #MobileBigData⨠! @JackPhilbin! The new mobile playbook!
- 32. VIDEO #3! Advice ForMobile Marketers!
- 33. VIDEO #3! Advice ForMobile Marketers! â˘âŻ Youâve got 3 seconds â be brief!! â˘âŻ Avoid shot gun approach â make each message speciďŹc to me! â˘âŻ Send time sensitive offers via text notiďŹcations â 3 day offer!
- 34. Weaving mobile throughoutthe customer journey! DIGITAL TOUCHPOINTS! mobile opt-in! mobile5wallet5 app promotion! social media! integration! social5integra;on alerts! Passbook! alerts ENESS AWARENESS ENGAGEMENT TRANSACTION ENGAGEMENT TRANSACTION LOYALTY AWARENESS ENGAGEMENT TRANSACTION LOYALTY Tradi+onal Consumer Mobile In<Stor Tradi+onalAWARENESS Consumer Mobile Mobile ENGAGEMENT Mobile Mobile In<Store In<Store Tradi+onal Sponsorship Consumer TRANSACTION TRANSACTION Sponsorship LOYALTY Mobile AWARENESS ENGAGEMENT TRANSACTION Incen+ves LOYALTY Adver+sing1 Promo+on Mobil VIP/Rewards AWARENESS ENGAGEMENT LOYALTY Mobile Sponsorship VIP/Rewards In<Store Ac+va+on AWARENESS! Tradi+onal Adver+sing1 Promo+onAdver+sing Mobile Mobile Mobile Incen+vesTRANSACTION Mobile MobileLOYALTY &1Coupons Database Adver+sing1AWARENESS Consumer ENGAGEMENT! In<Store Promo+on Consumer Tradi+onal Ac+va+onTRANSACTION! Database Consumer Mobile Mobile Sponsorship Mobile Incen+ves VIP/Rewards Ac+va+onIn<Store LOYALTY! Marke+ Tradi+onal MobileMobile ENGAGEMENT Incen+ves Sponsorship VIP/Rewards ver+sing Ac+va+on Program Ac+va+on Program VIP/Rewa Mobile Adver+sing1 Database Mobile Promo+on Database Ac+va+on Sponsorship Ac+va+on Promo+on Adver+sing1 Marke+ng Marke+ng Marke+ng Incen+ves Adver+sing Ac+va+on Incen+ves &1Coupons Program Mobile Adver+sing1 Promo+on Mobile Database Ac+va+on Ac+va+on Consumer Marke+ng Adver+sing Program Ac+va+on Ac+va+on &1Coupons Marke+ngProgram &1Coupons Ac+va+on In<StoreMarke+ng Adver+sing Ac+va+on Tradi+onal Mobile Mobile Ac+va+onMobile print ! Adver+sing TRANSACTION Mobile Incen+ves &1Coupons In<Store Mobile Marke+ng Ac+va+onSponsorship &1Coupons Adver+sing1 Ac+va+on Mobile Database Marke+ng print OFFLINE TOUCHPOINTS! LOYALTY Ac+va+on Ac+va+on Marke+ng Promo+on Ac+va+on signage! VIP/Rewards Program Marke+ng Incen+ves &1Coupons Ac+va+on &1Coupons Mobile Database rewards! Marke+ng Marke+ng Marke+ng VIP/Rewards Program Marke+ng in-store!
- 35. âClose the loopâand leverage ! mobile big data! ENGAGEMENT! AWARENESS! LOYALTY! Lower Funnel! Top of Funnel! â˘âŻ Mobile Advertising! TRANSACTION! â˘âŻ Messaging! â˘âŻ Post Click Engagement! CRM Data Integration! We need to connect top of funnel with lower funnel! â˘âŻ Mobile Wallet / Passbook!
- 36. Top of funnel:mobile advertising! AWARENESS! ENGAGEMENT! TRANSACTION! LOYALTY! 1X! 8X! 1X! 2X! Ad! Mobile Web! 4X! Passbook! Re-targeting! Look alikes! Loyalty!
- 37. Lower funnel: postclick engagement! AWARENESS! ENGAGEMENT! TRANSACTION! ACTIVATION! ENGAGEMENT! Text! Mobile Web! QR Code /⨠NFC! Interactive! Experiences! Push! Mobile Wallet (Passbook)! LOYALTY!
- 38. Lower funnel: mobilewallet/Passbook! AWARENESS ENGAGEMENT TRANSACTION Create! Optimize! Measure! Distribute! Manage! LOYALTY
- 39. Lower funnel: mobilewallet/Passbook! AWARENESS 5-18% clicked through to offer! ENGAGEMENT TRANSACTION 35-60% 40-60% viewed the Pass! added the ⨠Pass! 7-13% ⨠redeemed ⨠pass ⨠in-store! LOYALTY 87-96% retained the Pass after offer expired!
- 40. 5 key takeaways! 1.âŻMobile will have its greatest impact when top of funnel is linked to lower funnelâŚâclose the loopâ with post click engagement! 2.⯠Mobile is the most personal direct engagement channel requiring one-to-one targeting! 3.⯠Mobile consumers are your most loyal and proďŹtable customers! 4.⯠Mobile introduces an entirely new dimension of data: ⨠time + location + interaction! 5.⯠Mobile big data is emerging and requires new tools and ⨠greater ďŹnancial investments!
- 41. THE NEW MOBILEPLAYBOOK! Turning big dataâŚ! JACK PHILBIN! âŚinto big dollars! Co-Founder & CEO, Vibes⨠Chairman NA, MMA⨠Jack@vibes.com @jackphilbin! #MobileBigData!