Change Your Mindset Mobile Keynote

greg@gregstuart.com Twitter.com/gregstuart
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The Power of Mobile
to Transform Brands
Мощность Из Мобильный Для
Трансформировать Бренды
Change Your Mindset Conference
Venice, Italy
com

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Band-Aids Magic Vision
MMA Smarties Award Winner
Band-Aids
• http://www.youtube.com/watch?v=lm5
-KPW0x3U

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• How many of you have bought something on your
mobile or tablet?

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Douche Parking
• http://www.youtube.com/watch?v=3C
AHdpakX7U
Parking.RU

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Russian’s Agree – Mobile is a Must Have
“How Much do You Agree with the Following Statements”
(Russia Oct 2012)
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35
24
21
10
46
39
66
0% 50% 100%
I Would Rather Give up Desktop than my
Smartphone
My Smartphone produces Information of
Interest to me
I Would Give Up TV than my Smartphone
I Never Leave the House without
Smartphone
Strongly Disagree Somewhat Disagree Neither Somewhat Agree Totally Agree
87%
63%
81%

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The Unique Promise of Mobile
Nothing Gets You
Closer to Your
Consumer than
Mobile. Nothing!

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Smartphone
Owners
Mobile First
consumers
I use my phone when I feel
uncomfortable, just to relax or avoid
having to talk to other people
51% 69%
There is something exciting about
checking my smartphone... there is
always the possibility that I will find
something interesting
45% 63%
There is no other thing I own that I
feel closer to 28% 44%
Essential to So Much of Consumers’ Lives

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Smartphone
Owners
Mobile First
consumers
My smartphone is the first thing I
touch when I wake up in the
morning... and the last thing that I
use before I go to bed at night
63% 84%
I check my phone all the time, even
when I only have one minute to spare 54% 71%
I use my smartphone everywhere,
even in the restroom 51% 70%
Essential to So Much of Consumers’ Lives

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14What is the Power of Immediacy?

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Russia
USA
Nielsen Russia
USA
Nielsen

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…Communications
Transformational
A Mobile First World that is…

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Pennies for Change
Cannes Lions Winner
Small Change
• http://www.youtube.com/watch?v=VS
3ThxPrlVo

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Truth is: Mobile is the
Connective Tissue* to All Media
From TV to social media, mobile
strengthens and supports other media
channels to react and respond to
consumer expectations
* тельная ткань

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mobile
advertising
traditional
advertising
activation
sponsorship
activation
consumer
promotion
activation
mobile
incentives &
coupons
in-store
mobile
marketing
VIP/rewards
program
mobile
database
marketing
DIGITAL TOUCHPOINTS
OFFLINE TOUCHPOINTS
Path to Purchase is the New Model
Opt-in
AWARENESS ENGAGEMENT TRANSACTION LOYALTY
App promo
Augmented reality
QR codes
Mobile
Coupons
Mobile
wallet
Social
integration
Print Signage In-store Rewards
Source: Vibes, 2012

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And So Many Options to Get Closer

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Microsoft – Mobile Future
• http://www.youtube.com/watch?v=a6c
NdhOKwi0

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What is the current Scientific Share of
Mobile in the Mix?
MXS
Mobile X% Solution

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Recommended Optimized Share
Mobile Marketing is 7%
While the average optimized mix in mobile is 7%, that figure likely is lower for
low involvement brands and higher purchase funnel (LIHP), but higher for high
involvement brands and lower purchase funnel (HILP).
Product Category Campaign Goal
Low Involvement High Involvement
Higher Purchase
Funnel
Lower Purchase
Funnel
(CPG,
Entertainment,
etc.)
(Auto, Finance, etc.)
(Awareness,
Familiarity)
(Consideration,
Purchase Intent)
Optimized
Percent of
Mobile in Mix
5% 9% 5% 8%Avg. Mobile
7%Mobile ad units included: Ads in Mobile Web (Display Ads), Ads in Apps,
Mobile Video Ads, Mobile Games Ads, Mobile Social, Tablets

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What Drives This?
1. Ad Effectiveness of Mobile
2. + Cost
3. + Smart Phone Penetration (37% in U.S.)
(reach & frequency in essence)
Russia percent SmartPhones is 29%!!
(Soon to be 38%!!!)

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Simple Framework of Opportunities via
Mobile as a…
1. Mass Advertising &
Communications Channel
2. Loyalty & Relationship Building
Channel (Apps at the center)
3. Instant Personal Communications
Channel (immediacy & messaging)

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But Mobile has a Number of
Unique Advantages
1. Mobile is Personal
(one person per phone)
2. Mobile is Pervasive
(everywhere, all the time)
3. Mobile has Proximity
(tracking location)

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Do not Wait and See with mobile
What if your Competition get’s it?

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8 years ago, I told you…

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The REAL POWER of Change
* Approx. $200 Million Budget
0%
20%
40%
60%
80%
100%
Base
Plan
2.5%
Online
6%
Online
Equal to +$1,350,000,000
in U.S. Truck sales$$$TraditionalMedia
(TV,Magazines)

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The Truth was…

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So, while…
Nothing Gets You Closer
To Your Customer
Than Mobile

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Nothing Gets You Closer to
Transforming Your Business
than Mobile
Truth is…

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greg@gregstuart.com
+1 631 702 0682
спасибоwww.gregstuartspeaker.com
www.slideshare.net/gregstuart com

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Change Your Mindset Mobile Keynote

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