Mobile and Marketing

Christina TrampotaCGM Squared

Agenda

▪ Mobile Today

▪ Mobile Marketing

▪ Mobile Future

Worldwide Mobile Infographics

http://www.mobileapptesting.com/all-the-mobile-app-stats-you-need-in-one-infographic/2013/03/

Mobile Devices and Customer Behavior

Mobile First

▪ Design for the mobile experience before others

Consumer Behavior

▪ First thing you do when you wake up – 18-44 yr olds (IDC)

▪ They have their smartphones with them 22 hours/day

Experiences for Brands, Retailers and Media

▪ 78% of US Population: The "disconnecteds, dabblers and roamers" are the least engaged (Forrester)

▪ 22% are the most engaged segments as "adapters, immersers and perpetuals," who are the most affluent and influential of all customers

Surge in Mobile Internet Traffic

Mobile Growth is Everywhere

Market Share by Mobile Operating System

Growing Group of Smartphone Users in US

Who carries a smartphone?

▪ 50.9% of Female

▪ 50.1 % of Male

▪ 2/3 of those age 25-34

▪ Almost 3/5 off Hispanic Users

▪ Asians lead smartphone adoption with 67.3%

Hispanic Mobile Consumer Trends

What is attractive to this user base?

http://www.nielsen.com/us/en/newswire/2012/hispanics-in-u-s-highly-active-on-mobile-and-social.html

Time on Mobile vs. Television

168 min/day158 min/day

Source: Flurry 2013

Growth In Mobile Marketing

A Great Deal of Mobile Phones that are still “dumbphones” (2012)

▪ 1B Smartphones vs 6B Mobile Phones overall

Mobile Represents 15% of Global Web Traffic

Twice as many mobile devices sold as PCs

Source: BI Intelligence 2012

What is Mobile Marketing

Mobile Marketing

Mobile Apps

Mobile Websites

Mobile Messaging

Mobile Search

Mobile Location Services

Mobile Advertising

Four P’s of Mobile Marketing

▪ Place

▪ Promotion

▪ Personalization

▪ Purchase

Places: Location Based Marketing

▪ Ads

▪ Push Notifications

▪ Phone number

▪ GPS

▪ In app alerts/deals

▪ Event Attendance/Check In

Promotions: Coupons, Deals and Discounts

Retail Specific Apps & Programs

▪ Macy’s

▪ Cabela’s

Discount Apps

▪ Shopkick

▪ RetailMeNot

▪ Shoping Center/District Apps

Personalization

Unique consumer experience

▪ Retail Loyalty Card

▪ Purchase History

▪ Pricing/Discounts

Data

▪ Name

▪ Geography/Location

▪ Segment/Differences

▪ Date and Time

Purchase and Payment on Mobile

Mobile Payment Options

▪ Payment Terminals

▪ Square and related options

▪ NFC/Mobile Wallet

▪ Mobile Banking

▪ Security/Privacy

Technology of Mobile Marketing

Variety of Options for Mobile Marketing Campaigns

SMS

QR Codes

NFCPhoto

Video

Mobile Marketing Today

Innovative Brand Moves in Mobile

http://www.youtube.com/watch?v=UYy1GmJgFXA

Nivea Ad in Brazil -Solar Charger for Cell Phone

Mondelez Mobile Futures Programs

7 new pilots in 90 days in the US Market / 5 startups in plan for Brazil Programs

Mobile Success: L'Oreal and Retail Data

Cabela’s

Macy’s

Future Plans for Mobile

Introducing Mobile into your Marketing

▪ Mobile is a global transition in marketing

▪ Define how this applies to your business or brand

▪ Consider adoption requirements to succeed

▪ Customization, Ease and Metrics

Metrics and Measurements for Mobile

▪ Increasing Customer Engagement

▪ Improve Customer Satisfaction

▪ Generate Direct Sales

▪ Appear Innovative

▪ Acquire New Customers

▪ Drive Traffic and Sales from Other Channels

▪ Build Loyalty

▪ Increase Brand Awareness

▪ Test and Learn

▪ Reach Specific Customer Segments

Source: Forrester 2013

Global Differences

▪ Smartphone Penetration

▪ Mobile Network Services and Fees

▪ Pricing and Tariffs

▪ User Preferences and Patterns

▪ Link between mobile and spending

Future Outlook on Mobile Marketing Trends

Cross Channel Attribution

Responsive Design

Big Data

Christina Trampota

christina@cgmsquared.com

@tektalk

THANK YOU