Creative Smart Mobile Strategies
23
CREATING SMART MOBILE STRATEGIES Bessy Nikolaou / @bessyn
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Transcript of Creative Smart Mobile Strategies
CREATING SMART MOBILE STRATEGIES
Bessy Nikolaou / @bessyn
If you thought we were here to talk about…
Let’s Talk About
People
Strategy
Connections
{mobile is just the channel}
Atlantic Canadians & Mobile
Mobile Platforms
Canadian Smartphone penetration is at 32.8%, which is fourth in the world, behind the United Kingdom, Spain and Italy and just ahead of the US.
30% of all mobile subscribers in Atlantic Canada own a Smartphone
Only 20% of mobile users own a connected device (iPod, iPad, Kindle etc)
Source: comScore MobiLens June 2011, Total Audience: 13+ yrs old [Age]
Top Monthly Mobile Activities
65% send text
messages
49% take photos
35% access
news sites
30% use or access
28% access a
social network
44% use an App monthly
29% play games
Source: comScore MobiLens June 2011, Total Audience: 13+ yrs old [Age]
Other Activities
17% upload photos to web 20% post
a status update (FB, Twitter)
15% access a weather App
12% access a map
7% scan a QR code
10% upload video to web
Source: comScore MobiLens June 2011, Total Audience: 13+ yrs old [Age]
Let’s talk strategy
Old Marketing Funnel
New Marketing “Funnel”
Awareness
Engagement
Intent
Support
Loyalty
Advocacy
Build your mobile strategy based on the entire customer experience.
New Marketing “Funnel”
Awareness
Engagement
Intent
Support
Loyalty
Advocacy
Awareness
From advertising to findable content – expect paid or shared media to fuel this first phase
New Marketing “Funnel”
Awareness
Engagement
Intent
Support
Loyalty
Advocacy
Engagement
Slapping a QR code on an ad is not a mobile strategy.
New Marketing “Funnel”
Awareness
Engagement
Intent
Support
Loyalty
Advocacy
How do you become relevant at the point of consideration?
Intent
New Marketing “Funnel”
Awareness
Engagement
Intent
Support
Loyalty
Advocacy
Support
A great app and site grants a wish – it does one or two things really well and that’s all.
New Marketing “Funnel”
Awareness
Engagement
Intent
Support
Loyalty
Advocacy
LoyaltyAdvocac
y
Advocates produce the most compelling marketing of your brand.
Full Circle
Awareness
Engagement
Intent
Support
Loyalty
Advocacy
Well crafted mobile experiences will organically fuel the top of the marketing funnel.
Summary {POST}
People Know your audience and their mindset when using their
mobile device Understand how mobile fits into their everyday lives
Objectives Define how mobile ties back to your overall business and
marketing objectives
Strategy Build your mobile strategy based on the entire customer
experience Always strive to build loyalty and advocacy to further fuel
the top of your marketing funnel
Tactics That’s the easy part!
