Change Your Mindset Mobile Keynote
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The document discusses the transformative power of mobile technology in marketing and its essential role in consumer behavior, highlighting statistics that show a strong preference for smartphones over other media. It emphasizes that mobile is a personal, pervasive, and immediate communication channel that can enhance customer relationships and marketing effectiveness. Various strategies and frameworks for optimizing mobile marketing are also presented, underlining its critical importance in the contemporary media landscape.
Change Your Mindset Mobile Keynote
- 2. greg@gregstuart.com Twitter.com/gregstuart 2 The Power of Mobile to Transform Brands Мощность Из Мобильный Для Трансформировать Бренды Change Your Mindset Conference Venice, Italy com
- 4. greg@gregstuart.com Twitter.com/gregstuart 4 Band-Aids Magic Vision MMA Smarties Award Winner Band-Aids • http://www.youtube.com/watch?v=lm5 -KPW0x3U
- 6. greg@gregstuart.com Twitter.com/gregstuart 6 • How many of you have bought something on your mobile or tablet?
- 7. greg@gregstuart.com Twitter.com/gregstuart 7 Douche Parking • http://www.youtube.com/watch?v=3C AHdpakX7U Parking.RU
- 9. greg@gregstuart.com Twitter.com/gregstuart 9 Russian’s Agree – Mobile is a Must Have “How Much do You Agree with the Following Statements” (Russia Oct 2012) 10 35 24 21 10 46 39 66 0% 50% 100% I Would Rather Give up Desktop than my Smartphone My Smartphone produces Information of Interest to me I Would Give Up TV than my Smartphone I Never Leave the House without Smartphone Strongly Disagree Somewhat Disagree Neither Somewhat Agree Totally Agree 87% 63% 81%
- 10. greg@gregstuart.com Twitter.com/gregstuart 10 The Unique Promise of Mobile Nothing Gets You Closer to Your Consumer than Mobile. Nothing!
- 11. greg@gregstuart.com Twitter.com/gregstuart 11 Smartphone Owners Mobile First consumers I use my phone when I feel uncomfortable, just to relax or avoid having to talk to other people 51% 69% There is something exciting about checking my smartphone... there is always the possibility that I will find something interesting 45% 63% There is no other thing I own that I feel closer to 28% 44% Essential to So Much of Consumers’ Lives
- 12. greg@gregstuart.com Twitter.com/gregstuart 12 Smartphone Owners Mobile First consumers My smartphone is the first thing I touch when I wake up in the morning... and the last thing that I use before I go to bed at night 63% 84% I check my phone all the time, even when I only have one minute to spare 54% 71% I use my smartphone everywhere, even in the restroom 51% 70% Essential to So Much of Consumers’ Lives
- 14. greg@gregstuart.com Twitter.com/gregstuart 14What is the Power of Immediacy?
- 16. greg@gregstuart.com Twitter.com/gregstuart 16 16 …Communications Transformational A Mobile First World that is…
- 17. greg@gregstuart.com Twitter.com/gregstuart 17 Pennies for Change Cannes Lions Winner Small Change • http://www.youtube.com/watch?v=VS 3ThxPrlVo
- 18. greg@gregstuart.com Twitter.com/gregstuart 18 Truth is: Mobile is the Connective Tissue* to All Media From TV to social media, mobile strengthens and supports other media channels to react and respond to consumer expectations * тельная ткань
- 19. greg@gregstuart.com Twitter.com/gregstuart 19 mobile advertising traditional advertising activation sponsorship activation consumer promotion activation mobile incentives & coupons in-store mobile marketing VIP/rewards program mobile database marketing DIGITAL TOUCHPOINTS OFFLINE TOUCHPOINTS Path to Purchase is the New Model Opt-in AWARENESS ENGAGEMENT TRANSACTION LOYALTY App promo Augmented reality QR codes Mobile Coupons Mobile wallet Social integration Print Signage In-store Rewards Source: Vibes, 2012
- 20. greg@gregstuart.com Twitter.com/gregstuart 20 And So Many Options to Get Closer
- 21. greg@gregstuart.com Twitter.com/gregstuart 21 Microsoft – Mobile Future • http://www.youtube.com/watch?v=a6c NdhOKwi0
- 23. greg@gregstuart.com Twitter.com/gregstuart 23 What is the current Scientific Share of Mobile in the Mix? MXS Mobile X% Solution
- 24. greg@gregstuart.com Twitter.com/gregstuart 24 Recommended Optimized Share Mobile Marketing is 7% While the average optimized mix in mobile is 7%, that figure likely is lower for low involvement brands and higher purchase funnel (LIHP), but higher for high involvement brands and lower purchase funnel (HILP). Product Category Campaign Goal Low Involvement High Involvement Higher Purchase Funnel Lower Purchase Funnel (CPG, Entertainment, etc.) (Auto, Finance, etc.) (Awareness, Familiarity) (Consideration, Purchase Intent) Optimized Percent of Mobile in Mix 5% 9% 5% 8%Avg. Mobile 7%Mobile ad units included: Ads in Mobile Web (Display Ads), Ads in Apps, Mobile Video Ads, Mobile Games Ads, Mobile Social, Tablets
- 25. greg@gregstuart.com Twitter.com/gregstuart 25 What Drives This? 1. Ad Effectiveness of Mobile 2. + Cost 3. + Smart Phone Penetration (37% in U.S.) (reach & frequency in essence) Russia percent SmartPhones is 29%!! (Soon to be 38%!!!)
- 26. greg@gregstuart.com Twitter.com/gregstuart 26 Simple Framework of Opportunities via Mobile as a… 1. Mass Advertising & Communications Channel 2. Loyalty & Relationship Building Channel (Apps at the center) 3. Instant Personal Communications Channel (immediacy & messaging)
- 27. greg@gregstuart.com Twitter.com/gregstuart 27 But Mobile has a Number of Unique Advantages 1. Mobile is Personal (one person per phone) 2. Mobile is Pervasive (everywhere, all the time) 3. Mobile has Proximity (tracking location)
- 28. greg@gregstuart.com Twitter.com/gregstuart 28 Do not Wait and See with mobile What if your Competition get’s it?
- 30. greg@gregstuart.com Twitter.com/gregstuart 30 8 years ago, I told you…
- 31. greg@gregstuart.com Twitter.com/gregstuart 31 The REAL POWER of Change * Approx. $200 Million Budget 0% 20% 40% 60% 80% 100% Base Plan 2.5% Online 6% Online Equal to +$1,350,000,000 in U.S. Truck sales$$$TraditionalMedia (TV,Magazines)
- 33. greg@gregstuart.com Twitter.com/gregstuart 33 So, while… Nothing Gets You Closer To Your Customer Than Mobile
- 34. greg@gregstuart.com Twitter.com/gregstuart 34 34 Nothing Gets You Closer to Transforming Your Business than Mobile Truth is…
- 35. greg@gregstuart.com Twitter.com/gregstuart 35 greg@gregstuart.com +1 631 702 0682 спасибоwww.gregstuartspeaker.com www.slideshare.net/gregstuart com