Mobile Strategy Seminar 2011

7/29/2019 Mobile Strategy Seminar 2011

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MobileStrategy

iUMClientMobileSeminar

Copenhagen,9thJune2011


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Background


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1 out of every7minutes of media consumed today happens on mobile devices

10 BILLION apps have been downloaded to date

Halfof all time spent on mobile Internet is on social networks;a quarterof allFacebook updates come via mobile phones

Source: International Telecommunication Union (ITU) 2010; comScore 2010; TomiAhonen Consulting 2010

5.3B

1.6B

1.4B

1.3B

1.2B

0.8B

MOBILE SUBSCRIPTIONS TO HIT 5B THIS YEAR, GLOBALLYOUR PLANET IS HOME TO 6.8 BILLION PEOPLE!


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ONE THIRD OF MOBILE USERS AROUND THE WORLDCHOOSE MOBILE INTERNET OVER PC ACCESS"

50% among innovatorsSource: Initiative mobile consumer research study, June, 2010


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SMARTPHONES WILL SOON BE MAINSTREAMSURPASSING 50% ADOPTION BY Q3-2011"

5

Mobile

Organization of information Flow of information LocationConvenience

Presence

InternetPersonalComputer

Accumulated benefits +


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SMARTPHONES WILL SOON BE MAINSTREAMSURPASSING 50% ADOPTION BY Q3-2011"

Source: The Nielsen Company

Robust mobile browsing experience coupled with fullQWERTY input fast becoming consumer expectation

6


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Mobile Trends: Comscore Android CrashingSmartphone Party; ComScore and AdMob

0%

10%

20%

30%

40%

50%

60%

70%

80%

Mobile Media

E-mail BrowserApps

SocialNetworking IM

26%

12%14%

13%

8% 10%

80%

70%65%

59%

43%37%

Non-smartphone Smartphone

RESULTING IN SHIFT TO MOBILE MEDIA & CONTENTPOWER USERS AS MAJORITY

%adoptionam

ongowners


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MOBILE IS ABOUT CONSUMERS THAT ARE MOBILE"

Not just smartphones


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MOBILE IS ABOUT CONSUMERS THAT ARE MOBILE"

Not just smartphones


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MOBILE DEVICES ACT AS OUR CENTRAL HUB TOINFORMATION & COMMUNICATION"

Social Location Rewards

FacebookPlaces

Foursquare

User can check-in

at current location

Share what theyare doing with

friends

Check Friends

Nearby

Earn badges orcoupons from

local merchants


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MOBILE IS BEST AS A PARTICIPATION CHANNEL VS.INTERMITTENT EXPOSURE" Mobile usage of Facebook grew 130%+ between 2009 and 2010,

with mobile users displaying 2X more activity on average"

CONSUMPTION CONTRIBUTION COMMUNICATION mobiles forte


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SMARTPHONESHAVEENABLEDCONSUMPTIONOFMEDIA

THROUGHOUTDAILYROUTINES

Otherdowntime At work

Whileshopping At home

Commuting

WHENDO

MOBILEUSERS

USETHEIR

PHONES?

Source: UM & AOL Study of Smartphone Users

Mobile is changing the locations and contexts of interactionsbetween brands and consumers


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UsingMobileToWin


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MOBILE IS MOST EFFECTIVE WHEN APPLIED TOCONSUMERS CONTEXTS"

TransactionalViralInteractive

Portable Searchable Social


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KEY BENEFITS TO MARKETERS"MobilecanfillanumberofcriFcalrolesformarketers

Closetopoint-of-saleandduringdecisionprocess Extendscampaignreach Responsemechanism Unduplicatedaudiences Cost-effecQvedeliveryofCRM Customizedcontenttoopted-inconsumers Complementstobrandawareness


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MOBILE HAS MARKETING VERSATILITY"

Brand Awareness

Loyalty / CRM

Promotions Integrated Marketing

Couponing

Customer AcquisitionName Capture, Sweepstakes

& Prizing

Trial / Sampling


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MOBILE MARKETING ROADMAP"

Awareness & BrandingBasic Interactivity

Advanced Interactivity &Information

Demand & Lead Generation

Relationships & Loyalty

Presence

Interactivity

New Revenue

Profitable

Relationships

Interactivity & Complexity

Value&

ROI

Mass

Personal


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MOBILE MARKETING ROADMAP"AnAndnotOrWorld:Branding&AcFvaFon

Awareness & BrandingBasic Interactivity

Advanced Interactivity &Information

Demand & Lead Generation

Relationships & Loyalty

Presence

Interactivity

New Revenue

Profitable

Relationships

Interactivity & Complexity

Value&R

OI

Mass

Personal

Awareness & Branding

1:1 Communications

CRM Programs

Actions


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SMARTPHONE MOBILE WEBSITE USAGE"

Chart Source: eMarketer.com


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APPLYING MOBILE TO THE WHOLE MARKETING ECOSYSTEM"

Total TRPs By Daypart By Unit Length

(:15s and :30s)

By Copy Magazine Impressions By Size (Spread vs..

Page)

By Copy Newspaper Impressions

Positive, negative Print,TV, blogs, online Word ofMouth

Major news events(lawsuit)

Seasonality Global economic trends Major news events

Total TRPs

Features Displays In-store

discounts

Price DiscountsPrior PurchaseBehavior

iGRPsImpressions

Site Visits Keyword Search Rich Media Site Mobility

Digital

TV Advertising

Print Advertising

Radio & OOH Advertising

Price & Consumer

Promotions

PR

Trade Promotions &Shopper Marketing

External Influences

BrandSales

Database Cross-sell & Up-sell

Loyalty & CRM


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MOBILEECOSYSTEM

POS

In-Store

LocationAwareKiosk

OutdoorVending

RFID Tags

Bluecasting

Promotions

Retailer Promos

MERCHANDISING

CUSTOMER VALUE

MEDIA

Coupons

Drive

ToStore

Store Maps

Affinity/LoyaltyGroups

CRM/Loyalty

Mobile

Devices&

Apps

In-Game

Display

Niche

Portals

iPhoneSmartphones

PSP/ Gaming Systems

CONSUMERS

Syndication

SEO

Keywords

BlogAggregation

Messaging

SMS

GPS

Newsletters

Circulars

Conversations

Search

Mobile Sites

Support

On-Deck

Paid Media

Applications Widgets Portal AppsMobile Apps

Viral

DirectPurchase

ContentPublishing

Blog Search

Forums

Retailer mobile site

Community

Direct

Indirect

Web-to-Store

Mobile Payments

SKU Lookup

Geek Squad

Knowledge

Base

CustomerService

Manufacturer Promos

Blogs

PR

GeosocialNetworking


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RETAILERMOBILESTRATEGY"

Expanded &

EnhancedLoyalty

Effective

Cross-Selling &

Up-Selling

Informed &ProductiveShoppers

Retailer

Mobile Strategy

MerchandisingMedia

Customer Value

Key Strategic Initiatives

Link to loyalty cards

Interact withconsumers in

the aisle

Promote hotitems, specials

and biggerbasket sizes


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ESPECIALLY FOR SMARTPHONE USERS, MOBILE ISNOT A STANDALONE EXPERIENCE"

have beendriven from

mobile to other

media

follow brandsacross multiple

media

have beendriven to mobile

via other media

use TV andmobile

concurrently

Source: UM & AOL Study of Smartphone Users

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MeasuringSuccess


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MEASUREMENT APPROACH: MEASURING WHAT MATTERS"

FurthestFromSales ClosesttoSales

Metricsgainimportancethecloserthey

gettocontribuQontosales

Awareness Consideration

Intent DrivenInteractivity

Engagement Time spent Purchase Intent

Lead Generation

Cost per Lead Transactions Cost per New

Customer /Transaction

Reach & Exposure

Impressions Clicks / CTR

Branding

TrackingBrandandDirectResponseResults

Loyalty & Advocacy

Cross-Channel ROI Financial contribution to

bottom-line Channel-Specific ROI Cross-Channel

Optimization Strategic Planning and

Forecasting


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MEASUREMENT APPROACH: MEASURING WHAT MATTERS"

FurthestFromSales ClosesttoSales

Metricsgainimportancethecloserthey

gettocontribuQontosales

Awareness Consideration

Intent DrivenInteractivity

Engagement Time spent Purchase Intent

Lead Generation

Cost per Lead Transactions Cost per New

Customer /Transaction

Reach & Exposure

Impressions Clicks / CTR

Branding

TrackingBrandandDirectResponseResults

Loyalty & Advocacy




Forecasting

Loyalty & Advocacy




Forecasting

OpQmizaQon,Tracking,ReporQng


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Examples


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STARBUCKS!

Location-based paidmedia promotion to driveusers to store

Mobilized loyaltycard program toenable payments &boost CRMinsights

Guide to Starbucksproducts + save tofavorites Multichannel, check-in

based social programvia Foursquare

creating FrappBadge and sharewith friend

Starbucks leverages mobile from awareness to transaction

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TARGET360 COVERAGE ACROSS MULTIPLE TACTICS"

PilotingShopkick toreward storevisits

Mobile MyTarget WeeklyAds via SMS,mobile WebiPhone & iPadapps

Ads can bepersonalizedbased onpreference

Opt-in to deals &shopping listspushed via SMSsave couponsfor in-storescanning

SmartRecommendationEngine extendedto mobile web &apps

Consistent

experienceacross web, m-web, apps

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Shopping list

Online Catalog

Store locator

Product line-up

Special offer

and coupon

TARGETEXPANDING PRINT MARKETING TO IPAD"

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MOBILE FOR MOBILE CONSUMERSINVESTING IN CHANNEL BEST SUITED FOR

BRAND PERSONALITY

Workout utilities forNike purchasers

Extension ofsponsorship,promotion viarich mobileexperiences

Nike ID mobileintegration with OOH

exactly where Nikewearers are likely to be

iPhone geo-tagged

content forusers on-the-go looking toget the insidetrack on a city

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CREATING CONTENT DESIGNEDFOR MOBILE USE"

Branded App UrbanhikingpathsusinglocaFon

basedservices Timberlandstoreandproduct

integraFon Outdooradventuregamingandmusic

integraFon

Results 5000+downloadsinfirstmonth 30,000+visitsmonthlytoproduct

catalog

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PROXIMITYTRIGGEREDPROMOTIONS"Geo-Fencing Utilized Placecast opt-in subscribers, utilizing virtual geo-

fences around retail locations and outdoor points of interestthroughout the U.S.

When consumers moved within a specified proximity ofstores, North Face offers were pushed to the user, along withlocation details for the store.

Results

54% of consumers visited The North Face 1-3 times afterreceiving a location-based text alert 41% made a purchase after receiving a location-based text

alert, and another 42% were reminded of an upcomingpurchase they needed to make

48% visited The North Face within 1-3 days after a location-based text alert

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MOBILE MEDIA: AWARENESS"

SMART PHONES AND LOCATION BASED SERVICES


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SMART PHONES AND LOCATION BASED SERVICES"

Best Buy Banner Ad Opens Google Maps to findthe nearest Best Buy

Users can call or get directions tothe retail location near them

LOCATION BASED: 3RD PARTY APPS


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UserLandsonSupermarketsResults

PageandClicks

CoverGirlBanner

BannerExpands

OverContent

UserTouchesRetailer

TheyWanttoShop

RetailerlocaFons

AutomaFcallyappear

MappedoniPhone

MapApplicaFon

LOCATION BASED: 3RD PARTY APPS"

UserScrollsTofind

Supermarkets


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SHIFTING FROM MASS TO MICRO MARKETING"

125M+ downloads inYear 1.

230MM+ PR Mediaimpressions sinceLaunch

3MM web/mobileimpressions in year 1


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IPHONE SLEEP TRACKER APP"Track hours

Tips

History


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ReserveZipcarsaroundthe

corneroracrosstheglobe

UnlockandlockView,extendor

cancelreservaFons

onthego

ZIPCAR"

ENTERTAINMENT AWARENESS INTEREST & TICKET SALES


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ENTERTAINMENT: AWARENESS, INTEREST & TICKET SALES"

ENTERTAINMENT AWARENESS INTEREST & TICKET SALES


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ENTERTAINMENT: AWARENESS, INTEREST & TICKET SALES"

Written and directed by J.J. AbramsProduced by Steven Spielberg

Full-length trailer Tweetedfrom the @Super8Movie

Twitter account"

Viewable on Twitter.com andpopular Twitter clients"

From Twitvid, can be sharedwith friends on Twitter and

Facebook"

In less than 10 hours,amassed 1.5 million views

on TwitVid"

Trending on Twitter ahead of opening day

HOLIDAY GIFT ADVISOR


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HOLIDAY GIFT ADVISOR"

AMERICAN EXPRESS CARD ACQUISITIONS


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AMERICAN EXPRESS CARD ACQUISITIONS"ClickonBanner

Driveto

landingpage

Clicktocall

theAmexcall

center


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BEST WESTERN"Capture consumers making hotel bookingdecisions on the go. ""18 million promotional messages across 3.4million navigation devices were activated by hotelproximity or search. """""""""

Mobile interactions 700Xgreater than PC. ""23% of mobile users becamenew loyalty members""

68% higher than from PC"

"""""

COVERGIRL MCOMMERCE USER EXPERIENCE MOBILE


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COVERGIRL MCOMMERCE USER EXPERIENCE MOBILEMEDIA"

Select Product

""""

Select Quantity &Add to Cart

Complete Checkout

Discovery via mobilemedia banner ad

COVERGIRL MCOMMERCE - MOBILE


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COVERGIRL MCOMMERCE - MOBILE"

Mobile banners and below banner text calls to action""""

Shop Now

Buy Now

Get it!

Buy it!

Click & Shop

Click & BuyClick 2 Shop Now

Click to Buy

Buy In 4 Luxe shades

Shop 4 Luxe shades

Tinted with shimmers

For bold, notice-me lashes

For big, bold, notice-me lashesFor lashes with a hint of shimmer

For bold lashes - Shop Now

For bold lashes - Buy Now

COLLABORATIVE M-COMMERCE


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COLLABORATIVE M COMMERCE"

ReadyU: Parents and college kids stay stocked up

IN- STORE


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IN STORE"

SHOPPER MARKETING


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SHOPPER MARKETING"

Push Online Shopping List to Mobile Mobile ColorMatch

CPG FIRMS EXPERIMENTING WITH MOBILE COUPONS


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3rdPartydeliveryforHuggies,JimmyDean,

Kelloggs,Kotex,Trident

andTyson.

P&Gloadingcouponsontostoreloyaltycards.

Target:firstnaFonalretailertoofferscannablemobilecoupons.

CPG FIRMS EXPERIMENTING WITH MOBILE COUPONS"

MOBILE COUPONING


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Whatworks:

Retailercoupons

Foottrafficdrivers/DiscounQngRetailers:OldNavy,Bath&BodyWorks,McDonalds

MOBILE COUPONING"

MOBILE COUPONING


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Whatscomplicated:

NaQonalcoupons

TrialandpriceincenQves Switchers,lapsedusers

MOBILE COUPONING"

Scanner

Point of Sale System

OpQcalscannersvs.Laserscanners

MOBILE COUPONING


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Thingsarechanging:

Next generation: "Applied Couponing

MOBILE COUPONING"

MOBILE COUPONING


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Thingsarechanging:


MOBILE COUPONING"

MOBILE COUPONING


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Thingsarechanging:


MOBILE COUPONING"


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&A


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Appendix

PRICING AND SPENDING"


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PRICING AND SPENDING

Media:

TypicalCPMsinmobileadverFsingrangefrom$10-$50

Testbuysaretypicallyinthe$25K-$50Krange, Expandedbuysareinthe$50K-$150Krange, Scaledbuysare$250K+foravg.8weekflights"Sufficiency:

Needtospendatleast$150k/monthgeneralmarketand$75kinsegmented/targeted.

Trial:" BasedonSamplingROIX#ofsamples

Documents

Mobile Strategy Seminar 2011