Mobile: Powering Anytime Any Place Communications
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The document discusses the growing importance and impact of mobile integration. It notes that mobile phones are more prevalent than cars or credit cards and that mobile is changing consumer expectations and the customer journey. The document then provides recommendations for businesses to integrate mobile into their strategies, including building a mobile website, mobile advertising, mobile couponing, mobile apps, and integrating across platforms. It also discusses emerging mobile trends and capabilities.
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Mobile: Powering Anytime Any Place Communications
- 1. Powering Anytime, Anyplace Communications Why Integrating Mobile is imperative Presented by: Troy Gibson, Director of Technology & Mobile Offering Champion Dan Shust, Director of Emerging Media
- 2. what we’ll cover Why integrate mobile now How mobile can be quick and impactful Where mobile is going
- 3. The mobile phone may be the most prolific consumer product ever invented .
- 4. quick facts about mobile 3.2 billion mobile subscribers in the world and expected to grow by at least a billion in the next few years Mobile phones are more prevalent than cars and credit cards It took 100 years for landline phones to spread to more than 80% of the countries in the world, wireless did it in 16 Fewer teens are buying watches now because they use their phones to tell time instead.
- 5. quick facts about mobile A recent study of Chinese mobile customers showed that the majority of them sleep within a meter of their phones. The phone that you have in your pocket, pack, or handbag is ten times more powerful than the PC you had on your desk 9 years ago Most mobile users in the world have never had a PC Functions of mobile phones go far beyond calling
- 6. mobile is changing expectations Constant connectivity heightens the on-demand expectation Content now must meet finely tuned relevance
- 7. AWARENESS CONSIDERATION SELECTION LOYALTY Friends & Neighbors Mass Media message Grocery staff At shelf/ on pack messaging Impact of traditional brand communications at the onset of the consumer purchase journey is decreasing PURCHASE
- 8. a new customer journey Proliferation of new interaction points Opportunities for new partnerships Journey varies by target
- 9. mobile is changing the consumer journey A ForeSee Results* study found 29% of U.S. consumers have used a mobile phone while shopping in a retail store. 72% have called someone about a product they might purchase 40% have sent a picture of a product they might purchase 24% have used an m-commerce site or application to compare prices 5% have used an m-commerce site or program to look up product reviews. * Internet Retailer January 16, 2009
- 10. opportunity rings Enhance consumer engagement Integrate all customer touchpoints Extend overall brand messaging Improve deliverability of on-demand content Elevate the entire experience
- 11. Start now so you can hook mobile consumers and evolve your program as mobile technology evolves.
- 12. build a mobile web site Focus on providing relevant ‘in the moment’ information to support consumer purchase intent Site Search Store locator Product Information Ratings and Review information Customer Service Information Pull data from your existing online presences
- 13. build a mobile web site Benefits: Low cost Audience accessing the information is extremely engaged Mobile audience is growing dramatically
- 14. build a mobile web site Other Considerations: Include Mobile Video where appropriate – Mobile video watching increased 11% from Q2 2008 to Q3 2008 that equates to over 3.5 hours per month according to Nielsen 1 Aggregate information to help guide the user An estimated 85 percent of iPhone users browse the Web on their handset (M-Metrics) 2 Optimizing the experience does not mean sacrificing a good creative execution 1 Nielsen Report - A2/M2 Three Screen Report3rd Quarter 2008 2 Mobile Marketer – Jan 29, 2009
- 15. build a mobile web site
- 16. advertise in the mobile space Support overarching marketing initiatives Drive traffic to the mobile website Advertising opportunities include banner advertising and SMS ad insertions Benefits: Mobile ad industry is not saturated Higher recall than other online marketing efforts Per page ad competition is extremely low
- 17. advertise in the mobile space Other Considerations: The CTA for the user has to have a higher perceived value versus traditional online ads On average consumers do not use up more than 50% of the 160 characters available for SMS, this means that space is available for advertising purposes 1 “ Marketers need to consider thoughts as well as thumbs when it comes to mobile advertising” – Duncan Southgate, Director at Millward Brown 2 Branded ad awareness increased by more than 30% Future purchase consideration increased by 23% among users of the brand and 11% among non-users 1 http://www.tekelec.com/news-&-events/docs/Mobile_Advertising_20May2008_FINAL.pdf 2 http://www.contagiousmagazine.com/News%20Article.aspx?REF=631&IsArchive=false
- 18. advertise in the mobile space Thank for your vote on Project Runway For Nordstrom’s BP Fashion & exclusive content on your phone, click here: http://nordstrom.mobi
- 19. mobile couponing and sampling Provide consumers ‘in the moment access’ to trial opportunities – do not lose the sale because of a barrier Incentivize behavior at the proper moment Mobile coupon redemption rates today exceed print coupon redemption – on average 5%–6% versus paper’s 2% Consider Loyalty Card loading especially for CPG companies Benefits: Can send regionally to test efficacy of program Excellent for reaching younger consumers and ethnic demographics, who use texting instead of email
- 20. have a plan for mobile apps Mobile applications provide greater engagement and utility for the user iPhone and iTouch devices are getting the most attention, but RIM, Google, and Microsoft phones will be catching up quickly. Information is always available for the user Benefits: Greater brand affinity with your consumers Features and functionality that is always on and on-demand Be able to answer the question from your boss Competition is limited but quickly gaining ground Integrate advertising and offers with the experience
- 21. have a plan for mobile apps
- 22. integrate across platforms Provide ‘Send to Phone’ functionality from your online experiences Allow people to opt-in to your CRM programs from the mobile experience – SMS or Mobile Web Add to your online wish list from your phone
- 23. Mobile= Life Hub
- 24. the future of mobile Within the next 1.5 - 3 years we will see dramatic advances in how consumers use these devices to retrieve, share and create information and interactions.
- 25. the future of mobile The consumers’ behavioral changes will require a sea change with regards to how corporations/brands interact with them.
- 26. the future of mobile Mobile devices will become the de facto standard for the majority of digital interactions within 3-5 years. (They already are in many areas of the world.) All mobile phones will become (in essence) “smart” phones.
- 27. the future of mobile Netbooks/tablets become very popular. True “laptop” computer usage will decline. The traditional desktop computer will cease to exist (fuses with entertainment center).
- 28. Let’s see what’s on the cutting edge
- 29. advanced device design Android G1 iPhone Blackberry Storm Palm Pre
- 30. advanced device design Nokia Morph Nokia 888
- 31. better browsing The New York Times ESPN Nike
- 32. OPEN platforms & app stores Apple iTunes App Store Android Market Blackberry Application Storefront
- 33. branded experiences Chanel Ford Pink Audi
- 34. branded experiences Nike Kraft The North Face Coca Cola
- 35. location awareness Loopt OpenTable Where Yelp!
- 36. location awareness Ecorio CitySense
- 37. location awareness Sonic Lighter Boxers vs Briefs Obama vs McCain Steelers vs Cardinals
- 38. mobile shopping/mcommerce Walmart Cellfire Target Amazon Godiva
- 39. coding and tagging Microsoft Tag ShopSavvy Android App Polo QR Code Many ways to connect
- 41. augmented reality Wikitude AR Travel Guide (Android)
- 42. augmented reality SekaiCamera (iPhone)
- 43. augmented reality Translation Decision Support Wayfinding
- 44. Resource Interactive’s Mobile Capabilities Mobile Alerting Mobile Experiences M-Commerce including Couponing Send to (and From) Phone (SMS and MMS) Usability Testing for the iPhone Mobile Consulting iPhone, BlackBerry, and Android Application Development
- 45. Q & A
- 46. thank you. http://www.resource.com http://www.theopenbrand.com NEW BUSINESS Melissa Dorko [email_address] SPEAKING ENGAGEMENTS Megan Burnside [email_address] PRESS Holly Davis [email_address]