Insight Gained - Chinese Traffic Verticals
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Transcript of Insight Gained - Chinese Traffic Verticals
Insights Gained: Chinese Traffic Verticals
Mobility is maturing in both in U.S. and Internationally
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Global smartphone sales are up 63.1% from 2010
488.5 million units sold in 2011
In last 3 years, apps downloaded 10.9 billion times
In January 2012, 8.5% of global website hits came from a mobile device… Double the amount compared to same time last year.
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Global retail focus depends on the size and sophistication of the business itself. Even though some aren’t yet ready to scale, by utilizing mobility they can expand to a global footprint.
Game-changing business drivers that blur the physical and the digital are inspiring enterprises around the globe:
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Fast return on investment (ROI) Increased employee productivity Direct interaction with the customer Ability to attract the best talent Speed of decision
You might not see mobility as a new way of thinking, but…
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Com
petiti
ve A
dvan
tage
This is a Direction, not destination
LEADER“FAST” FOLLOWER GAP WILL CONTINUE TO INCREASE
CATCH UP
This line will keep moving…quickly
STAY THE COURSE
This path is harder than you think it is.
Time
Leadership in mobility relies on commitment to a path forward
Global Mobility is the Future of Retail
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Competitive advantage
dynamicreduce cost
impact productivity
collaborationsales force multiplierintelligence
proprietary
customer
just-in-time
brand
We see mobility having unimaginable impact
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brand interaction at moments of decision
in the context of daily workflow
speed of decision
Partners Employees ManagementCustomers
knowledge sharing & collaboration
…enabling an intelligent, connected, agile business
contentprocess efficiency
revenue
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How can we gain Chinese consumers?
5 Chinese Traffic Verticals
Interpret data and identify where, how and why the market behaves as it does.
Compare data-points for budgetary and engagement insights, understand the cost per conversion within all verticals.
Articulate competitors’ real position in the market and their use of the verticals.
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Highlight market cannibalization (wasted budget), disruptions in traffic/conversion patterns (budget spillage), and lay out the historical trends of the market in the digital-sphere (budget planning).
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Create evidence-based recommendations for use of the five verticals in an integrated campaign
Social – Best mix of platforms and content for maximum engagement and lowest CPAeCommerce – Most feasible and profitable alliances, including e-tailersMobility – Purchasing and engagement patterns within mobile-sphereSearch – Look for most broad based word winsAds & Media – Locate highest concentrations of market with the lowest rate for conversions and arbitrage
You have to examine the right questions
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How does a mobile-enabled business act?
What is the role of mobility in my business?
What is the set of mobility experiences people want from us?
What are the mobile capabilities we need to succeed?
What are the benefits and how do we measure results?
What should we do first (i.e. IMMEDIATELY)?
What does mobility success look like when we get there?
What is the business model that ensures long-term success?
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Kelly StickelFounder and President of [email protected]@kstickel