Mobile Technologies, Mobile Strategies - The Keys to Mobile Marketing
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Transcript of Mobile Technologies, Mobile Strategies - The Keys to Mobile Marketing
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Mobile MarketingNOT THERE YET?!
It’s time to connect with your customers
Time spent on mobile devices is growing
WHERE YOUR CUSTOMERS ARE: ON MOBILE
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Americans spend almost 3h/day on mobile devices
In the UK, people spend1:49 h/day on mobile
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70% of mobile searches lead to an action
within 1 hour
70% of desktop searches lead to an action
within 1 month
Created with Haiku Deck
M-COMMERCE
83% of consumers plan to conduct mobile commerce in 2014
M-commerce sales are expected to reach $31
billionby 2014 in the US
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REACH YOUR CUSTOMER
Through MOBILE TECHNOLOGIES
QR CODES
Source: http://www.pocket-lint.com/news/117288-qr-codes-neomedia-app-reader http://merchantwarehouse.com/comparing-qr-codes-vs-nfc-in-battle-for-your-mobile-wallet
+230% QR Code scans in 2013 in the US
47% of in-store scans lead to an unplanned purchase
NFC
NFC usage expected to grow by
+38% between 2011 and 2016, especially as a payment method
Source: http://www.pocket-lint.com/news/117288-qr-codes-neomedia-app-reader http://merchantwarehouse.com/comparing-qr-codes-vs-nfc-in-battle-for-your-mobile-wallet
- NEAR FIELD COMMUNICATION -
QR CODES AND NFC
Source: http://www.pocket-lint.com/news/117288-qr-codes-neomedia-app-reader http://merchantwarehouse.com/comparing-qr-codes-vs-nfc-in-battle-for-your-mobile-wallet
- The Winning Team -
NFC is complementary to QR codes. It’s not as cost-effective but it makes it more suitable for payment than for marketing and advertising.
Laura Marriott CEO at NeoMedia
Almost of SMS messages are read
within minutes
SMS
SMS coupons are 10 times more likely to be redeemed and shared
than mail or newspaper coupons
Source: http://www.nerdgraph.com/the-power-of-sms-marketing/
98%
of people prefer receiving ads via SMS75%
IMAGE RECOGNITION (MIR)
Mobile image recognition technology identifies objects in images, videos, or directly through a tablet or smartphone’s image sensor.
Potential: • connect the physical world with the digital one• everything you see gets buyable
Sources: http://www.practicalecommerce.com/articles/57496-Will-Mobile-Image-Recognition-Revolutionize-Ecommerce http://techland.time.com/2014/02/05/amazons-iphone-app-uses-image-recognition-to-see-real-world-products-you-want-to-buy http://www.theguardian.com/business/2014/apr/20/fashion-retailers-image-recognition-apps-smartphones
Fashion field: 1/3 of searches result in users going through to a retailer's website.
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REACH YOUR CUSTOMER
Through MOBILE STRATEGIES
GAMIFICATION GEOLOCATION
100% to 150%
150% to 250%
more than 250%
GAMIFICATION
Source: http://fr.slideshare.net/wandameloni/gamification-in-2012-trends-in-consumer-and-enterprise-markets-13453048
Increases results by:
engagement &
commerce
loyalty virality
GEOLOCATION
72% of consumers respond to calls to action in marketing messages they receive within sight of the retailer
Source: infographic made by mdgadvertising.com
GPS, wi-fi, iBeacons…
23% of marketers only use location-based data in their mobile campaigns
CONNECT THROUGH MOBILE MARKETING
Why now?
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Smartphones are on the rise
Worldwide penetration rate expected
to reach 33.8% in 2017
Sources: The state of the Internet 2012 Report, Business Insider http://www.emarketer.com/Article/Smartphone-Users-Worldwide-Will-Total-175-Billion-2014/1010536
Mobile internet users will account for 40.1% of global population by 2017, compared to 31.1% in 2014
smartphone sales outpaced PC sales
2012
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New mobile activities
are emerging
By 2017
buyers using a mobile device
Source: Carlisle & Gallagher Consulting Group, 2012 ABI research http://www.mobvalue.com/en/le-m-commerce-representera-un-quart-du-e-commerce-en-2017/
Half of smartphone users will be using their device as a payment method
24,4% of e-commerce revenues will come from mobile shoppers
79 millions
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Companies are going
mobile
of respondent companies declared that driving engagement and revenue has become a priority
Source: 2014 State of Marketing; exacttarget
66%of companies intend to increase their digital marketing budget in 2014
of mobile marketers say mobile efforts do or will provide ROI80%
65%
For all these reasons, NOW
is The Moment to go
Mobile Marketing!
Get inspired by the following examples
Go Mobile
CONNECT THROUGH MOBILE MARKETING
Be creative
Make the experience worthwhile
Use and combine mobile technologies in a smart way
How To
1# Verizon QR Code campaign
Verizon customers could scan in-store QR Codes to enter the promotion.
They had to “refer” to their friends by sharing a Verizon ad on Facebook to win a free smartphone.
Source: https://econsultancy.com/blog/63340-five-examples-of-qr-code-campaigns-that-actually-worked#i.mp8hl1z5tehov5
ROI: Verizon received an additional $35,000 in sales
from an investment of just $1,000 - in 1 week!
Combination of mobile with social and referral marketing to drive sales and virality.
2# CBS Outdoor NFC project with Westfield London
By tapping CBS digital pods, visitors of the London shopping center could enjoy free promotions and content : music, apps, games, recipes - or play to win more prizes.
Source http://www.mobile-ent.biz/payments/nfc/westfield-launches-nfc-marketing-campaign-with-cbs-and-rizzle-kicks/041885
“What differentiates this NFC experience is the continuity of engaging content.” Jason Cotterrell, MD CBS
Outdoor UK
Increase customer engagement with incentives and entertaining, useful content.
Cred
its: h
ttp:
//oo
h-tv
.fr
3# Bloomingdale’s iBeacon campaign
Using the power of location-based marketing to raise awareness, instantly collect qualified leads and build solid relationship with a targeted audience.
The department store ran an iBeacon campaign in two malls, promoting the launch of its loyalist rewards program.
Source: https://econsultancy.com/blog/64414-how-marketers-can-use-ibeacon-to-add-relevance-to-location-based-targeting#i.mp8hl1z5tehov5
74,000 devices reached in 4 weeks : 75% of addressed shoppers engaged directly with the
content, 7.2% opted in!
Cred
its:
ww
w.v
ibes
.com
4# The gamification strategy of Domino’s pizza
Source: http://www.forbes.com/sites/scottdavis/2012/06/21/getting-apps-right-how-dominos-is-beating-the-odds/
Domino’s Pizza top ranking apps brought $1 billion sales (30% of total US sales!) on digital platforms
in April 2012.
Creation of a standout ordering experience to recruit and retain customers, and drive in-store traffic.
The company developed successful mobile apps, based on a gamified environment including valuable mobile functionalities such as couponing, drive-to-stor, order tracking, etc.
Cred
its: w
ww
.mob
ileco
mm
erce
daily
.com
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CONNECT WITH YOUR
CUSTOMERS
m o b i l e m a r k e t i n g
By using Mobile Marketing
In a smart and interactive way
For increased brand awareness and client engagement
CONNECT WITH YOUR
CUSTOMERS
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