Engaging your customers through Mobile platforms
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Transcript of Engaging your customers through Mobile platforms
TheMobileChannel@Work Using the Mobile Channel for Effective Customer Engagement
Tony Phukan
Digital Marketing & Communications
HP Enterprise Group Marketing
Twitter: @TonyPatHP
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 2
What do you expect in the next 90 minutes
The world of mobile marketing: 45 mins
Workshop: 30 mins
Feedback + Q&A: 15 mins
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 3
The world that is…
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 4
Why do you use your mobile devices for?
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 5
Evolving services on Mobile Platforms
Navigation
Games
Videos
Social Media: Facebook, Twitter
Paying
Bills
1995 2007 2010 2014 2018
Make
calls Reading
Surfing
Mobile
Wallet
Augmented
Reality
M-Commerce
Internet of Things
Lead
Generation
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 6
The Internet Revolution +
The Gs
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 7 *ZMOT: Coined by Google
The Internet that influenced Mobile Marketing
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 8
What does the industry say?
SOURCE: The Neilsen Company – Sept 2013
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 9
Mobile Marketing: Why?
Customer Acquisition
Customer Loyalty
Mobile Commerce
Customer Experience
Relationship
Push strategy
Direct sales
Experience
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 10
Mobile Marketing Investments
Source: Forrester
SEO
Mobile engagement services like strategy, experience design and analytics will grow by the largest amount
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 11
How many of you have done this?
Uninstalled a mobile app that is not easy to use 1
2
3
Closed website that do not have easy to click-in button
Downloaded 3rd party GPS apps and not use Google Maps for driving navigation
Users say they won't recommend a business with a poorly designed mobile site
Have turned to a competitor's site after a bad mobile experience
*Source: The Mobile Playbook
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 12
Engaging Your Audience Content I Structure & Design
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 13
Content is KEY
USABLE EXPERIENCEABLE
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 14
Content is KEY
USABLE EXPERIENCEABLE
Location-based content
Price/comparisons
Include hotline upfront (if any)
Connect with an industry report/ competitive analysis
Context-aware
Highly Convertible Headline
Visual - Icons, photos
Short video: chalk-talk/webcast
3D
QR Codes
Near Field Communications (NFC)
Augmented Reality
User Generated Content
Predictive search
Homepage layout
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 15
Building Usability and Experience with your content
Your organization Usable Content Experienceable Content
Sportswear Provide Training Tips Daily Training Tracker
Bus Service Provider Bus Schedule App on Arrival Time
Business Service Thought Leadership Article
Podcast/audio cast on the move
SEO Agency Digital Marketing Advice Campaign Reporting Tool
e-commerce (women’s wear)
Price and Catalogue Augmented Reality – see how you look
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 16
Structure and Design
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 17
Structure and Design
Intuitive
User Responsive Web Design
Apply 3-clicks rule
Use readable fonts
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 18
Channeling out to the ecosystem
Mobile Site Mobile App
SEO
Public Relations
Company Website
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 19
Success of a Mobile Campaign in the US
90% OF THOSE USERS ACTED WITHIN 24
HOURS
59% VISITED IN PERSON
AND…
95% OF SMARTPHONE
USERS HAVE SEARCHED FOR
LOCAL INFO
61% CALLED A
BUSINESS AFTER SEARCHING
SOURCE: The Mobile Playbook
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 20
Case Studies B2C I B2B I B2E
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 21
B2C
Location-based content
User Generated Content
Words-in-a-box, no paras
User responsive design
3-clicks rule
Location based
Visual content
User responsive design
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 22
B2B
Pioneers in B2B
30+ Mobile Apps
Location-Based
5000+ downloads
Captures customer data (login)
100+ Partner
Mobile Apps
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 23
B2E
Reduced time
Saved on costs
Make quotas faster
Convert leads faster
Intelligent workforce Reduced time
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 24
Evolution of Mobile Apps
OLD NEW
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 25
Your Checklist: Understand audience’s mobile habits
1. Percentage of your audience accesses your site on mobile devices
2. Are they using tablets or smartphones?
3. How much time do they spend on your site?
4. Do they consume visual content?
5. What content are they accessing – by topic and by format?
6. What activities are they doing on your site, independently and as compared with your overall traffic?
7. What other sites, social media platforms, and activities are they doing on mobile?
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 26
Measuring your campaign
Step 1: Pervasive Tagging
− Track location
− Pages they look at
− Source (search engine, email, social media or other website)
Step 2: Measure Conversion
− Count open rates, click thru rates, visit duration, pages per visit, video views, app downloads, attending an event
− Lead Gen: Get your customer info - BANT questions (keep it simple 5 questions)
Google Analytics: 85% market share
− Downside: Not applicable in China
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 27
Video – Mobile Marketing 2014
http://www.youtube.com/watch?v=b1tCtx3-g2g
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 28
The future of Mobile Marketing
The lost world CIRCA 2014 and after
Augmented
Reality
Internet of Things
Google Glass
Convergence
Convergence
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 29
Video - Augmented Reality
http://www.youtube.com/watch?v=9vggMaEorqQ
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 30
It is yours - PERSONAL
The WHOLE WORLD in your hands
LOCALised
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 31
Workshop Ideate I Deliver
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 32
Your have 45 minutes
Divide into 4 teams
20 minutes given to each team
4 minutes each for presentation and 2 minutes critique
Tip: Keep simple and move fast ( just like your favourite app)
Craft a mobile marketing plan
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 33
The Brief
Choose your focus: B2C, B2B or B2E
What do you want to achieve for this audience?
− Generate Leads
− Increase Awareness
− Nurture & Engage
− Increase Sales
− Improve Search
Step 1: Understand customer
Step 2: Apply your ideas for content, structure & design
Step 3: Measurement
© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 34
Questions
Thank you