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Marketing to the Mobile Consumer


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The very fabric of consumer-brand relationships is being transformed by the rapid adoption and reliance on smart phones for enhancing everyday activities. If there is any question about the impact on marketing, consider this: there are now more humans on the planet who own mobile devices than toothbrushes – and email opens on these devices are expected to surpass 60% in 2013. It's clear that marketers need to adapt, and adapt fast!

Key things you will learn:

How the market is shifting in response to mobile adoption
Tips for identifying your mobile audience and where they interact with your brand
Strategies for harnessing the wealth of mobile, social and locational data to increase engagement
Success stories from mobile-leading brands such as IHG and Scripps Networks

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Marketing to the Mobile Consumer

  1. 1. HEADLINE EXAMPLEProprietary and ConfidentialProprietary and ConfidentialMARKETING TO THE MOBILECONSUMER
  2. 2. HEADLINE EXAMPLEProprietary and ConfidentialProprietary and ConfidentialOUR SPEAKERS TODAY
  3. 3. HEADLINE EXAMPLEProprietary and ConfidentialProprietary and ConfidentialAGENDACurrent Mobile TrendsAdoption RatesShift in the Mobile Mind setHow are consumers using their mobile devices?What is the Market ResponseBrand MarketersThe Constantly connected ConsumerHow are mobile are your Consumers?Identifying your mobile audience and interaction• How, Where, and WhenLeveraging Location dataConsumer engagement – where, when, and howMobile Marketing success storiesQ&A
  4. 4. HEADLINE EXAMPLEProprietary and ConfidentialCURRENT MOBILE TRENDS
  5. 5. Proprietary and Confidential
  6. 6. Proprietary and Confidential
  7. 7. Proprietary and Confidential
  8. 8. Proprietary and ConfidentialMobile was easy in 2007
  9. 9. Proprietary and ConfidentialStill an Apple world in 2008
  10. 10. Proprietary and ConfidentialWinds ofAndroid change
  11. 11. Proprietary and ConfidentialThe iPad hit.So did Android.
  12. 12. Proprietary and ConfidentialDecember 2010Mobile Out ShipsDesktopDesktop Mobile
  13. 13. Proprietary and Confidential2013Mobile ChaosReigns
  14. 14. HEADLINE EXAMPLEProprietary and ConfidentialTHEN & NOW
  15. 15. Proprietary and Confidential2MOBILE THEN & NOW280% Don’t leave home withouttheir deviceSource:Google, Our Mobile Planet
  16. 16. Proprietary and ConfidentialDIGITAL MARKETING CHANNELSSource: Luma Partners State of the State inDigital Media 2013
  17. 17. Proprietary and ConfidentialDIGITAL MARKETING CHANNELSSource: Luma Partners State of the State inDigital Media 2013
  18. 18. Proprietary and ConfidentialSMARTPHONE PENETRATION ON THE RISESource:eMarketer, March 2013
  19. 19. Proprietary and ConfidentialEXPLOSIVE TABLET GROWTHSource:Ofcom International Communications Market Report, Dec 2012, data Sep 2012, Oct 2011
  20. 20. Proprietary and ConfidentialSource:Millward Brown and Dynamic Logic, Nov 27, 2012TIME SPENT ON SMARTPHONES & TABLETS
  21. 21. Proprietary and ConfidentialTIME OF THE DAY MOBILES & TABLETS ARE USEDSources:Vibes, November 2012
  22. 22. Proprietary and ConfidentialMOBILE MARKETING & THE EMAIL REVOLUTIONSources:Return path, Email in Motion, 2012Adobe, 2013 Digital Publishing Report: Retail Apps & Buying Habits, US, January 2013
  23. 23. Proprietary and Confidential¼ OF TOTAL MOBILE INTERNET TIME IS SPENT READING EMAILSSource:Experian Marketing Services as cited in press release, April 16, 2013
  24. 24. HEADLINE EXAMPLEProprietary and ConfidentialProprietary and ConfidentialMARKET RESPONSE TO THEMOBILE MIND SHIFTCONSUMERS & BRANDS
  25. 25. Proprietary and ConfidentialTHE CONSTANTLY CONNECTED CONSUMERConsumer behavior is changing and thatmeans brands must do the same.Consumers are: constantly connected,Internet-enabled, socially connected,mobile-powered, and uses varyingpurchase paths.They are smarter, more tech savvy, andare able to connect with your brand in anumber of different ways, however andwhenever they want.Source: Mobile Marketing Association (MMA)
  26. 26. Proprietary and ConfidentialWHAT IS THE MARKET RESPONSE
  27. 27. Proprietary and ConfidentialIdentifying your mobile audience and interactionHOW MOBILE ARE YOUR CONSUMERS?• Break down engagement metrics by device,mail client, and web browser• Easily trend desktop, mobile device, and tabletengagement metrics• Distinguish engagement between mobile andtablet devices
  28. 28. Proprietary and ConfidentialMULTIPLE DEVICE USAGE TO PURCHASESource: The New Multi-Screen World Study – Google, August 2012
  29. 29. Proprietary and ConfidentialMARKETERS NEED TO LEVERAGE CONTEXTSource: The New Multi-Screen World Study – Google, August 2012
  30. 30. Proprietary and ConfidentialLEVERAGING LOCATION DATALocation data is another mobile marketing category that can beleveraged to reach more customers.• Geo Targeting/Fencing• Event Targeting• POI Targeting• Brand Affinity Targeting
  31. 31. Proprietary and ConfidentialLEVERAGING SOCIAL DATA• Profile Data• Social Graph• SentimentSocial data allows brands to get personal with their consumersby understanding social and behavioral dynamics
  32. 32. Proprietary and ConfidentialLOCATION BASED SERVICES
  33. 33. Proprietary and ConfidentialProprietary and ConfidentialCLIENT SUCCESS
  34. 34. Proprietary and ConfidentialProprietary and ConfidentialOBJECTIVEDevelop a platform friendly template thatnot only zeroes in on the most relevantinformation displayed on smartphone, buthas the flexibility to use the same designfor multiple brands as well as capitalize onthe “lifestyle” appeal of travel.IHG TEMPLATE REDESIGNDESIGN DEVELOP CODE STRATEGY INTEGRATE114.28%Click-Through Rate14.28%Disengagement Rate
  35. 35. Proprietary and ConfidentialProprietary and ConfidentialCASE STUDY – SCRIPPS NETWORKOBJECTIVEScripps Network engagedStrongMail with the task of mobileoptimizing an email campaign forThe Travel Network. The endproduct was a success, as wewere able to optimally adjust and /or hide content within a one-column layout that’s easy on theeye and prioritizes the pertinentinformation for the user.DEVELOP CODEDESIGN
  36. 36. Proprietary and ConfidentialProprietary and ConfidentialCASE STUDY – SCRIPPS NETWORKCentered logoIncreased font sizeSingle columnfor easy readImage fits to screen
  37. 37. Proprietary and ConfidentialFRONTIER AIRLINE MUTLI-CHANNEL PROGRAMOBJECTIVETo leverage SMS and Email to betterdrive subscription, engagement andconversion with existing customers andtravelers in transit such as STRETCHseating, post flight surveys and loyaltybalance.DESIGN DEVELOP CODE STRATEGY INTEGRATE
  38. 38. HEADLINE EXAMPLEProprietary and ConfidentialProprietary and ConfidentialQUESTIONSStrongMail & Velti Tweetchat - Engage the Mobile ConsumerJun. 18th 11 AM - 12 PM PDTVisit and enter hashtag #strongmobileFollow Your Presenters:Katrina Conn: @KatrinaConnKrishna Subramanian: @KSub15More info: Contact Info:Customers: Contact your account managerNon-customers:Toll Free: (800) 971-0380Intl: (650) 421-4255Email:
  39. 39. HEADLINE EXAMPLEProprietary and ConfidentialProprietary and ConfidentialTHANK YOU