MARKETING IN THE MOBILE WORLD WITH...marketing goals 18,000+ installs 4247 new customers Reduced...
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MARKETING IN THE MOBILE WORLD WITH VERIZON: INNOVATIONS IN TECHNOLOGY
Transcript of MARKETING IN THE MOBILE WORLD WITH...marketing goals 18,000+ installs 4247 new customers Reduced...
MARKETING IN THE
MOBILE WORLD WITH
VERIZON:
INNOVATIONS IN
TECHNOLOGY
TODAY’S PRESENTERS
Brad Josling Business Development &
Strategic Partnerships
GlobalWide Media
David Hargreaves Chief Client Officer
Snipp Interactive
Michael Maasik Product and
New Business
Development Manager
Verizon
About Verizon
Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or
distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. 3
About Verizon
Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or
distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. 4
Distribution
Partners in
Countries
Ads in
Countries Mobile App
Installs
Campaigns Ad Requests
Per Day
Generating
in Partner Sales
GlobalWide Media is a data-driven digital marketing leader
About
We build shopper marketing
and promotions solutions for brands, agencies and
marketers. We have a
comprehensive suite of solutions including Mobile
Receipt Validation to provide
proof of purchase and data
capture, mobile promotions and contests, cash back,
digital rewards - including pre-
licensed music and movie downloads and an enterprise
class loyalty platform.
THE MOBILE MARKETING
LANDSCAPE
MOBILE DEVICE PENETRATION IS INCREASING….
Over 90% of
Americans own a
mobile phone
51% of all
internet
usage occurs
on mobile
ESPECIALLY AMONG KEY DEMOGRAPHICS.
Predominately 18-
49 year olds
Affluent
households
Prefer using mobile
On-The-Go
and In-Store
DATA THIRSTY
NATION!
The Mobile Landscape
Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or
distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. 11
THE MOBILE PATH TO
PURCHASE
PRE-PURCHASE
HOW IS MOBILE DRIVING PURCHASE?
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Global Audience Profiles
Per Profile
Enhanced by 3rd Party Partners:
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4 With 12 billion
connected devices
worldwide, it is
essential to utilize a
multi-screen strategy.
A single profile of user
behavior across multiple
screens, ensuring
accurate audience
identification, and
performance attribution.
A detailed user profile
enables
cross-device targeting
and strategic messaging
opportunities
Utilizing proprietary and
third party data sources,
deterministic matching
links data from cookies
and device IDs into a
single profile.
HOW IS MOBILE DRIVING PURCHASE?
GLOBALWIDE PARTNERS
CASE STUDY
When DoorDash, an on-demand restaurant delivery service,
wanted to increase installs and build customer loyalty, they
turned to GlobalWide Media for their media planning and
execution.
Offering a wide-range of targeting options, GlobalWide Media
leveraged its location-based targeting solution, GeoSmart to
deliver quality city-targeted traffic. Additionally, our
experienced team optimized the campaign by utilizing Global
Insights, our in-depth reporting and analytics suite to reach
audiences who generated high-install rates.
Since June 2016, GlobalWide’s insights
allowed DoorDash to exceed their overall
marketing goals
18,000+ installs
4247 new customers
Reduced average user cost-per-acquisition
by 35%+
30% of all users who installed DoorDash as
a result of our marketing efforts, resulted in
an in-app purchase.
THE MOBILE PATH TO
PURCHASE
MOMENT OF PURCHASE
INNOVATION IN REWARDS
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Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or
distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.
• Customers receive mobile data directly to their account
• Flexible solution which can adapt to multiple use cases
• Quick, easy and seamless integration
How FreeBee Perks can help
Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or
distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement. 21
Smart
Rewards
+ =
Android Pay – Tap for Data
Android Pay – Tap for Data UX
NBA – Data Dunk
NBA – Data Dunk UX
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Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or
distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.
Booking.com UX
Smart Rewards UX
Smart Rewards Results
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Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or
distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.
~20% conversion rate
relative to 3.1M
accounts
200K forecasted,
540K redeemed
$5.4M/@
Date range:
3/12/15 to 5/12/15
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FreeBee Perks: Unique & effective options for mobile incentives
Transaction Incentive A retail store wants to
increase sales and
offers a promotion that
requires a purchase to
receive free data.
Loyalty Program A global beverage
company drives
customer loyalty and
repeat purchase
behavior with free data.
Customer who have
earned points can
redeem them for data
rewards.
Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or
distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.
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Survey Incentive A popular restaurant chain leverages FreeBee Perks to offer mobile data incentives to its survey participants. While placing an online or phone takeout order, customers are prompted to complete a quick survey in exchange for mobile data.
Digital Advertising A large hotel chain
targets customers to
encourage online
bookings through email
promotions.
Customers that click on
the promotion to make
a reservation will
receive mobile data at
the time of check-in.
Confidential and proprietary materials for authorized Verizon personnel and outside agencies only. Use, disclosure or
distribution of this material is not permitted to any unauthorized persons or third parties except by written agreement.
Conversion A leading audio streaming provider promotes subscription services by offering mobile data to drive customer acquisition and mobile app downloads. Data is seamlessly added to the customers’ Verizon Account.
HOW CAN THE REWARD BE MARKETED?
RECEIPT PROCESSING
Definition: Consumer
simply snaps a photo of their receipt and sends it
in to participate in
rewards and loyalty
programs.
WHAT IS THE SNIPP CONSUMER EXPERIENCE FOR DATA AS A REWARD?
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GAME OF WAR AND MOBILE STRIKE
MARKETING PROMOTIONS
THE MOBILE PATH TO
PURCHASE
POST-PURCHASE
INCENTIVIZING CONVERSIONS BEYOND PURCHASE
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• Ecommerce
Purchases
• In-app engagement
• In-app purchases
• Subscriptions (reduce
churn)
• Loyalty
• Repeat Purchase In-
store • Install + First Ride
$
MEASURING ROI 3
7 Sophisticated tracking platforms that scale key to measurement
Relevant data important to measure offline sales ROI
Real-time measurement important for optimization
DATA FROM RECEIPT PROCESSING
• Full Demographic Data (including age,
gender, geographic location,
preferences & habits)
• Purchase Time
• Purchase Location
• Retailer
• Close Rate by Channel
• Basket Analysis
• Drop-Off Rate
• Facebook Login Data
• Device
• Return Visits
SUMMARY
