How CMOs Can Succeed With Mobile

Marketing

February 12, 2013

MMA Webinar SeriesSponsored by:

Simply put, it’s huge.

Smartphones and tablets now make up roughly 10%-20% of visits to the average .com website.

The pressure is on for CMOs to understand mobile and make wise investments.

Why should CMOs care about mobile?

What should they do about it?

The key to success lies in understanding your customers and how they use mobile across every phase of the customer journey.

Today, we’ll discuss the benefits of a strategic approach to mobile and key tactics to bring your strategy to fruition.

Agenda

• The 2013 Mobile Landscape

• What CMOs need to know about mobile strategy

• What CMOs need to know about mobile tactics

Today’s Speakers

Noah ElkinPrincipal AnalysteMarketernelkin@emarketer.com@noahelkin

Michael BeckerManaging Director, North America Mobile Marketing Associationmichael.becker@mmaglobal.com @mobiledirect

Moderator

Rachel PasquaVP, MobileiCrossing, a Hearst Companyrachel.pasqua@icrossing.com@rachelpasqua

Buy online at http://amzn.to/Tx5jVg

Q&A

Don’t forget to Tweet about this session using hashtags: #MMAWeb

and #CMOMobile

The 2013 Mobile Landscape: Consumers Take Control

What’s at stake here: Your audience

Mobile is the latest stage in the evolution of media.

Smart devices have revolutionized not only how we communicate, socialize, stay informed and entertain ourselves, but also how much and how often.

50s

60s

80s

90s

00s

70s

10s

2012 115.8M users 79.1M users

2013 137.5M users 108.6M users

2014 157.7M users 129.0M users

2015 176.3M users 143.2M users

2016 192.4M users 154.5M users

Smart device adoption is driving audience shift

Source: eMarketer, Aug 2012 Source: eMarketer, Dec 2012

Smart devices are at the center of audience multitaskingMultitasking raises the question: What is the first screen today?

Say goodbye to the traditional couch potato

Mobile occupies more of our time than ever

• Time spent with mobile is growing at 14 times the rate of the desktop web

• Mobile and desktop could potentially achieve parity within a few years at the current trajectory

• In markets with high smart device penetration such as North America, mobile’s share of web traffic is approaching 30%

Time spent is not the only way to measure the shift toward mobile

Internet access is increasingly mobile–everywhere in the world

Middle East & Africa

APAC North Amer-ica

E. Europe W. Europe Latin Amer-ica

Worldwide

2012 0.895 0.749 0.5 0.45 0.411 0.393 0.626

2013 0.932 0.817 0.575 0.565 0.525 0.494 0.709

2014 0.946 0.867 0.642 0.7 0.654 0.588 0.78

2015 0.946 0.902 0.697 0.786 0.781 0.691 0.837

2016 0.956 0.926 0.745 0.855 0.878 0.774 0.882

10%

30%

50%

70%

90%

Mobile Internet as a % of Internet Users

Source: eMarketer, April 2012

Net result:Mobile is becoming the new desktop

Digital commerce is undergoing a similar shift

• By 2016, tablets will account for 70% of mcommerce sales

• Showrooming gained momentum in 2012; don’t expect the tide to turn in 2013.

The smartphone-equipped, socially-connected shopper is here to stay

Mobile plays a role throughout every step

of the customer journey.

But it’s not just about shopping…

Searches Google on her iPhone for a store location.

There’s a mobile aspect to everything customers do—so there’s a mobile aspect to everything you do as a brand

Awareness

Views the store’s mobile website to get

info on the product she is considering.

Engagement

Looks for a better deal using the

Amazon and eBay apps.

Consideration

Scans a QR code on the product package for an instant rebate

Conversion

Reads a mobile-optimized email

alerting her to an insider-only sale

and heads back to the store

Loyalty & Advocacy

So what does a mobile strategy

look like in action?

A few examples…

Mobile strategy uses tactics to improve the human experience.

People first, technology last.

…it focuses on solving consumer needs AND brand goals…

Accessible and relevant at key decision-making moments.

…and it connects the dots between the digital and physical worlds.

E-commerce becomes “everywhere commerce”

What are your goals for using mobile in 2013?

(Choose all that apply)a) Brand awarenessb) Product or service

marketing/advertisingc) CRMd) Loyalty & advocacye) Sales

Question #1

What CMOs Need to Know about Mobile Strategy

Mobile is a complex, constantly evolving landscape

But it’s not about mobile devices…

…it’s about connecting with people.

Multiple channels. Multiple devices. Multiple locations.

About user experiences that connect the dots across all the touch points in your customer’s unique journey.

In the right place. At the right time. With the right content. Through the right interface…

…whether it be a smartphone, a tablet, a kiosk, or a multitude of connected devices, objects, and locations.

One connected conversation.

Tactic

e.g. an iPad application

Strategy

e.g. a multimedia, cross-platform set of user experiences designed to enhance key CRM activities like account management, loyalty programs and support

strat·e·gy /ˈstratəjē/Noun1.) A plan of action or policy designed to achieve a major or overall aim.2.) The art of planning and directing military operations and movements in a war or battle.

Strategy should always come before tactics—especially when exploring unfamiliar territory.

AWARENESS• Mobile web• Mobile search and advertising• SoLoMo

ENGAGEMENT

CONSIDERATION

CONVERSION

LOYALTY

• Mobile web• Mobile search and advertising• QR, Augmented Reality, SMS

• Mobile web• Mobile apps• QR & SMS• Mobile coupons

• Mobile web• Mobile apps• M-commerce and m-payments

• Mobile apps (Earned and Owned)• Mobile email and SMS

The challenge is to strategize the right tactics for the context at hand.

The Marketplace• Competitor activities

• Available tactics• Market trends

The Brand• Brand goals for mobile• Individual stakeholder wants and needs

• Assets that can be leveraged

Marketplace

Audience

Brand

Mobile success lies in a harmonious balance between three interdependent spheres

The Audience• Current customers• Aspirational customers• Mobile behaviors

The strategic imperative for mobile

Market Analysis• What are your

competitors doing?

• What tactics are available to you?

• What are the mobile trends in your particular vertical?

Mobile strategy stems from asking the right questions for each sphere

Audience Analysis• How do your customers use mobile?

• How can mobile help them progress through each phase of their journey?

• How can mobile cement a closer relationship

Brand Analysis• What do you hope to

achieve with mobile?• What types of user

experiences and content do you need to create?

• How do they integrate with your overall online and offline marketing mix?

Audience analysis: mobile technographics & customer journeys

• Primary research, such as focus groups and customer interviews

• Secondary research sourced from 3rd-party providers

Examining the mobile behaviors of your customers through:

…enables you to build Mobile Technographics and Customer Journeys that illustrate how and where you can best engage with them.

Brand analysis: goals and assets

• Stakeholder insights• A thorough assessment of your .com environment and

content assets

Assessing your internal mobile-readiness and goals via:

…determine how quickly you can move forward and what your KPIs should be for each tactic.

Market analysis: goals and assets

• Competitive analysis• Trend analysis (1st-hand and 3rd-party research)• A review of the mobile tactics at your disposal

Gauging the marketplace through:

…determines the table stakes for your mobile strategy and the opportunities to create first-mover advantage.

All brands benefit from a comprehensive strategic approach to mobile

Stakeholder Interviews

Project Plan Key FindingsStrategy & Roadmap

Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7

Week 8 Week 9 Week 10

Customer Research

Technical and content audits

Mobile Technograph

ics

Customer Journeys

Marketing Ecosystem analysis

Competitive analysis

Tactical wish list

Strategic Prioritizati

on

Strategic Roadmap

Examining the Audience, the Brand, and the Marketplace will yield a set of desirable tactics. Following a standard framework gathering the data and analyzing it will enable you to assign the proper priority each tactic and help them work together harmoniously.

How urgent is your need for mobile strategy? Do you:

(Choose all that apply)

Question #2

a) Have significant .com traffic from mobile devices

b) Conduct any form of digital advertisingc) Have a brick and mortar locationd) Struggle with the performance of existing

mobile websites, applications, or campaigns

e) Want to forge a positive, real-time connection with your customers

What CMOs Need to Know about Mobile Tactics

Think strategically about tactics

Moving forward with any mobile tactic necessitates a certain amount of custom strategy.

However, there are strategic insights that hold true for individual tactics no matter what vertical you’re in or what kind of consumer you’re trying to connect with.

Understanding the strategic fundamentals of mobile tactics will speed your path to success.

SMS: what CMOs need to remember

On Christmas Day 2012 in the United States, more smartphones and tablets were activated than on any other day in history—mobile is now a tool of the everyday consumer.

Yet plain and simple SMS remains the most popular form of digital communication worldwide.

For CMOs, SMS is a formidable tool for:

• Activating offline media in the Awareness phase – e.g. billboards, print, TV, Radio

• Building and strengthening CRM in the Loyalty Phase with offers, alerts, status updates, location based alerts and other forms of real-time communications.

Mobile web: what CMOs need to remember

The mobile web is the primary and most widely and consistently accessible touch point in the customer journey– to support it, CMOs need to focus on:

• Action-oriented, info-rich smartphone content to support wayfinding and information gathering in the Awareness, Engagement, and Consideration phases

• Adjusting .com sites for optimal usability on tablets to support information gathering, content consumption, and purchasing throughout the entire journey

Mobile apps: What CMOs need to remember

If the mobile web is about getting to know your brand, mobile apps are about having a relationship with it. CMOs are wise to focus on apps to support:

• Enhanced shopping and purchasing behaviors in the Conversion phase

• Content consumption in the Consideration phase

• CRM activities in the Loyalty phase

Mobile advertising

While mobile advertising plays many roles throughout the customer journey, it functions most effectively in the upper funnel when customers are getting to know your brand. CMOs are wise to segment out their efforts by focusing on:• Mobile SEM: for direct response, intent-driven purposes such

as sales, acquisition, and information capture in the Awareness, Engagement, and Consideration phases

• Mobile display, rich media and video: for brand awareness, and experiential campaigns throughout all stages of the customer journey.

SoLoMo: What CMOs need to remember

Socially oriented, location-based marketing technologies provide brands with the opportunity to create the most contextually relevant experience possible. CMOs can leverage this opportunity most effectively throughout the customer journey by:

• Ensuring optimal smartphone and tablet usability of .com content to support traffic from social spaces

• Providing locally-optimized web and app content whenever possible

• Cultivating a presence on key SoLoMo web and app platforms

+ +

SO LO MO

M-commerce and payments

The majority of m-commerce and m-shopping activities take place within the browser. To maximize conversions, CMOs should focus their efforts on:

• Streamlining the smartphone .com experience to facilitate information gathering and product/brand assessment in the Consideration and Conversion phases.

• Eradicating usability barriers that prevent tablet users from shopping and completing purchases successfully in the Consideration and Conversion phases.

QR codes

QR and other types of image codes are powerful tools for injecting interactivity into traditionally static media. When considering QR, CMOs should focus on

• Using QR to add a digital layer to offline media such as print, product packaging and out of home to provide users with a real-time conduit for information gathering in the Awareness and Engagement phases.

• Ensuring a high quality of content—the post-snap experience should be mobile optimized and contextually relevant to the action oriented state of smartphone users.

Mobile Strategy Process

Mobile Web

SMS/MMS

Mobile Apps

Mobile Ads & SEM

Augmented Reality

Geo-targeted Marketing

QR Codes

Mobile SEO

App Marketing

Ongoing Iterative Refinement

Tactical Execution

Refactoring tactics based on market changes and campaign insights.

Illustrative Examples

Mobile strategy will change over time to reflect Brand goals, Audience needs and the ever-evolving Marketplace. You will revisit the process regularly to refine individual tactics and your overall mobile strategy as a whole.

Remember: Mobile strategy is an ongoing, iterative process

Marketplace• What are your

competitors doing?

• What tactics are available to you?

• What are the mobile trends in your particular vertical?

Audience • How do your

customers use mobile?

• How can mobile help them progress through each phase of their journey?

• How can mobile cement a closer relationship with your brand?

Brand • What do you hope

to achieve with mobile?

• What types of user experiences and content do you need to create?

• How do they integrate with your overall online and offline marketing mix?

What current mobile tactics has your brand put in to action?

(Choose all that apply)a) Mobile websiteb) Mobile applicationsc) Mobile advertisingd) SMSe) Other (please explain)

Question #3

Q&A

Michael BeckerManaging Director, North America Mobile Marketing Associationmichael.becker@mmaglobal.com @mobiledirect

Moderator

Noah ElkinPrincipal AnalysteMarketernelkin@emarketer.com@noahelkin

Rachel PasquaVP, MobileiCrossing, a Hearst Companyrachel.pasqua@icrossing.com@rachelpasqua

Buy online at http://amzn.to/Tx5jVg

Q&A

Full NameTitleCompanyEmailTwitter Handle

Michael BeckerManaging Director, North America Mobile Marketing Associationmichael.becker@mmaglobal.com @mobiledirect

Moderator

Full NameTitleCompanyEmailTwitter Handle

Full NameTitleCompanyEmailTwitter Handle

Upcoming Events & Programs

• MMA Forum – San Francisco (January 29-30)

• MMA Forum – New York (May 8-10)

Visit www.mmaglobal.com/events for more details on future events and webinars

Planning for 2013, contact Michael Becker at northamerica@mmagobal.com to get involved

The Book

More information: www.mobileanhouraday.comBuy online:http://amzn.to/Tx5jVg

"Nothing gets you closer to your consumer than mobile. And nothing gets to closer to mobile marketing perfection than Mobile Marketing: An Hour a Day.”— Greg Stuart, CEO, Mobile Marketing Association and Co-Author of What Sticks

"Elkin and Pasqua expertly detail the mobile landscape, tactics, and tools available to today's mobile marketer. This is a must-read." — Sara Holoubek, CEO, Luminary Labs

"This book is filled with clear, well thought-out strategic guidance on all things mobile, with expert perspectives to help customize the strategy on an individual business (and budget) level.” — Joy Liuzzo, President, Wave Collapse

"This is now my go-to book for mobile. Not only does it have the brain trust going for it, but it also has the data to back it up.” — Rob Garner, author of Search and Social: The Definitive Guide to Real-Time Content Marketing

Thank you!

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