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C
ont
act
ShaunQuigley
VP, Mobile Practice Director
412.995.9500phone
@squigster
mailto:[email protected]:[email protected]8/12/2019 Cpg Mobilestrategy 110531084101 Phpapp01
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*mobile strategy and vision horizon for GSK
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Recap the MobileLandscape
CPG Mobile Roadmap
Mobile Workshop
1
2
3age
nda
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20112001
Finding, sharing, converging
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Morgan Stanley, April 2010
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50 minutes a day
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coviewing
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content appetites are evolving
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2010 Leo Burnett
And Arc Worldwide
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79% use smartphone for shopping activities
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ShopperMarketing
Mobile
DigitalMedia
Strong
Web
Presence
the new convergence
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identify key opportunities/ challenges
where mobile can provide a solution or
support business goals
identify unmet needs and goals of the
customers that most closely align with those
opportunities
develop a vision around how mobile will
fulfill those business and customer needs
(and prioritize them)
1
2
3strat
egy
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roadmapthe vision horizon
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2011 2012 2013
50%Smart phone
Mobile website
Mobile search
Lay the mobile
foundation
Mobile appsMobilized sales team
Mobile advertising
Mobile is a first
consideration
All content is mobile
Mobile couponing
Mobile at shelf
ExperientialVertical/trade
Mobile is part of
connections plan
Mobile Desktop>CPG Mobile
Roadmap
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journeyunderstand the consumer
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Mobile search, reviews, expert/sales tools
QR codes
Mobile ads, sponsored apps, events, SMS
Mobile couponing, retail tie-ins
Mobile apps
Mobile social/connections
Mobile content/ CRM
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If 5% come from
mobile, target
separately
(CTR is 3x higher)
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65% say mobile
couponing is best form
of mobile marketing
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of prescriptions filled
from mobile suite areusing Refill Scan
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Mobile search, reviews, expert/sales tools
Mobile ads, sponsored apps, events, SMS
Mobile couponing, retail tie-ins
Mobile apps
Mobile social/connections
Mobile content/ CRM
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2011 2012 2013
50%Smart phone
Mobile website
Mobile search
Lay the mobile
foundation
Mobile appsMobilized sales team
Mobile advertising
Mobile is a first
consideration
All content is mobile
Mobile couponing
Mobile at retail
Mobile at shelf
Experiential
Vertical/Trade
Mobile is part of
connections plan
Mobile Desktop>GSK Mobile
Gameplan
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workshopmobile
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QUESTION
What percentage of site traffic is coming from mobile? ________________________
What content are mobile visitors accessing? ________________________
What social traffic is coming from mobile? ________________________
How much of my paid search traffic is coming from mobile? ______________________
What are my competitors doing in mobile? ______________________
What types of devices are most common for my target? ______________________
What mobile content is most relevant for my target? ______________________
How are my retailers are using mobile? ______________________
Which apps are relevant to my business? ______________________
What success metrics make sense for my brand? _________________________
Mobile To-Do List Knowledge is power. Who can best help you answer thesequestions? List multiple parties if youd like.
PARTNER/RESOURCE
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Mind the GAP! When planning a mobile marketing strategy, remember to mind thegap: Goals. Audience. Platforms.
How can mobile help you achieve your business goal?
How would you see your target audience using mobile?
Circle the platforms that are most for your audience:
SMS /TXT iPhone Android
Blackberry iPad Other phones/tablets
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Mobile Content This section is designed to help you record your ideas and yourinitial vision. List your initial thoughts of what can and cannot be
mobile in your mix. Forget about constraints.
1.
2.
3.
4.
5.
1.
2.
3.
4.
5.
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Mobile Web Successful mobile websites and applications will do fewer things,but do them better. Screens are small, and connection speeds areslow. For your brand, what are the three most critical pieces of
information for the user based on these scenarios.
On the Go? In The Store?
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Mobile Search Mobile search ads have a 3x higher click through rate. The querylengths are shorter, and the most desired results are local. Usershave a limited attention span.
1. Whats the search phrase
youre trying to win?
2. Whats your ad say?
3. Whats your call to action?
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Mobile app Typically, the best apps have some form of utility or entertainment(or both). What might be relevant for your brand? How will you
take advantage of LoSoPhoMo.?
Write down one idea for utility:
Write down one idea for entertainment:
How could you use the GPS (Lo)
How could my make the experience shareable? (So)
How could you use the camera or video camera (Pho)
What is a success measure for your app?
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C
ontact
ShaunQuigley
VP, Mobile Practice Director
@squigster
mailto:[email protected]:[email protected]8/12/2019 Cpg Mobilestrategy 110531084101 Phpapp01
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*mobile strategy and vision horizon for CPG
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