'Mobile and Marketing' Christina Trampota - Mobile Leader + Principal, CGM Global
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Transcript of 'Mobile and Marketing' Christina Trampota - Mobile Leader + Principal, CGM Global
Mobile and Marketing
Christina TrampotaCGM Squared
Agenda
▪ Mobile Today
▪ Mobile Marketing
▪ Mobile Future
Worldwide Mobile Infographics
http://www.mobileapptesting.com/all-the-mobile-app-stats-you-need-in-one-infographic/2013/03/
Mobile Devices and Customer Behavior
Mobile First
▪ Design for the mobile experience before others
Consumer Behavior
▪ First thing you do when you wake up – 18-44 yr olds (IDC)
▪ They have their smartphones with them 22 hours/day
Experiences for Brands, Retailers and Media
▪ 78% of US Population: The "disconnecteds, dabblers and roamers" are the least engaged (Forrester)
▪ 22% are the most engaged segments as "adapters, immersers and perpetuals," who are the most affluent and influential of all customers
Surge in Mobile Internet Traffic
Mobile Growth is Everywhere
Market Share by Mobile Operating System
Growing Group of Smartphone Users in US
Who carries a smartphone?
▪ 50.9% of Female
▪ 50.1 % of Male
▪ 2/3 of those age 25-34
▪ Almost 3/5 off Hispanic Users
▪ Asians lead smartphone adoption with 67.3%
Hispanic Mobile Consumer Trends
What is attractive to this user base?
http://www.nielsen.com/us/en/newswire/2012/hispanics-in-u-s-highly-active-on-mobile-and-social.html
Time on Mobile vs. Television
168 min/day158 min/day
Source: Flurry 2013
Growth In Mobile Marketing
A Great Deal of Mobile Phones that are still “dumbphones” (2012)
▪ 1B Smartphones vs 6B Mobile Phones overall
Mobile Represents 15% of Global Web Traffic
Twice as many mobile devices sold as PCs
Source: BI Intelligence 2012
What is Mobile Marketing
Mobile Marketing
Mobile Apps
Mobile Websites
Mobile Messaging
Mobile Search
Mobile Location Services
Mobile Advertising
Four P’s of Mobile Marketing
▪ Place
▪ Promotion
▪ Personalization
▪ Purchase
Places: Location Based Marketing
▪ Ads
▪ Push Notifications
▪ Phone number
▪ GPS
▪ In app alerts/deals
▪ Event Attendance/Check In
Promotions: Coupons, Deals and Discounts
Retail Specific Apps & Programs
▪ Macy’s
▪ Cabela’s
Discount Apps
▪ Shopkick
▪ RetailMeNot
▪ Shoping Center/District Apps
Personalization
Unique consumer experience
▪ Retail Loyalty Card
▪ Purchase History
▪ Pricing/Discounts
Data
▪ Name
▪ Geography/Location
▪ Segment/Differences
▪ Date and Time
Purchase and Payment on Mobile
Mobile Payment Options
▪ Payment Terminals
▪ Square and related options
▪ NFC/Mobile Wallet
▪ Mobile Banking
▪ Security/Privacy
Technology of Mobile Marketing
Variety of Options for Mobile Marketing Campaigns
SMS
QR Codes
NFCPhoto
Video
Mobile Marketing Today
Innovative Brand Moves in Mobile
http://www.youtube.com/watch?v=UYy1GmJgFXA
Nivea Ad in Brazil -Solar Charger for Cell Phone
Mondelez Mobile Futures Programs
7 new pilots in 90 days in the US Market / 5 startups in plan for Brazil Programs
Mobile Success: L'Oreal and Retail Data
Cabela’s
Macy’s
Future Plans for Mobile
Introducing Mobile into your Marketing
▪ Mobile is a global transition in marketing
▪ Define how this applies to your business or brand
▪ Consider adoption requirements to succeed
▪ Customization, Ease and Metrics
Metrics and Measurements for Mobile
▪ Increasing Customer Engagement
▪ Improve Customer Satisfaction
▪ Generate Direct Sales
▪ Appear Innovative
▪ Acquire New Customers
▪ Drive Traffic and Sales from Other Channels
▪ Build Loyalty
▪ Increase Brand Awareness
▪ Test and Learn
▪ Reach Specific Customer Segments
Source: Forrester 2013
Global Differences
▪ Smartphone Penetration
▪ Mobile Network Services and Fees
▪ Pricing and Tariffs
▪ User Preferences and Patterns
▪ Link between mobile and spending
Future Outlook on Mobile Marketing Trends
Cross Channel Attribution
Responsive Design
Big Data