How many of you are responsible for a mobile strategy or mobile advertising? How many of you feel totally comfortable with what you’re doing and where you're headed? Here is a little bit about me… So when they asked me to come an talk I really wanted to because I love this industry but I’m worried that we have our head in the sand and even worse some of us have our head… well you know. But that’s a different story
To raech her, we’ve kept things simple – we find, as ambitious as wed like to be, this is much more realisic for now.
How many people remember a world without an iPad? Good memory, because it was less than a year ago. And now there are 79 tablets in all different shapes and formats, all evolutions of the ipad, at this year ’s CES. It ’s not only the rate of innovation, but the rate of consumer adoption of technology, that is on a level we’ve never seen before. That’s the key – the rate of digital adoption into our lives is changing the game. In fact, in August 2011, more apps were downloaded from the App Store than songs from iTunes. If at one point in time music was a representation of culture, it ’s clear now that digital is culture. And mobile is taking the lead.
These are the numbers Original survey question: “Thinking about the last time you bought groceries and personal care products, did you buy anything that was new or different from the items you normally buy?”
And ultimately, challenging convention. We asked ourselves, how can we have a real presence with our consumers at the point of sale? It ’s traditionally been a challenge, but we’re thinking about ways technology can change that for us. Location, location, location. We ’re still in the early stages of reaching the consumer when they are out in the world. This is it, guys. If you aren’t thinking about this. You’re in trouble. As marketers, we don’t have to wait for them to feed info into us or sit down at home and navigate our way. We are everywhere they look and we have to use those assets (partners, outdoor, packs) to interact. Here are a couple programs we ’ve been working on recently: The first is a check-in rewards program with Vons VONS: We worked with Vons, here in California. You ’re already swiping your club card at checkout. And we’ve found that when we like our brands together, your view of PepsiCo goes through the roof. Vons Foursquare Rewards check-ins increased by 49% from the 12 weeks leading up to the pilot. McDonald’s saw a 33% increase in check-ins during their Foursquare Day campaign. Loyal participation skewed higher than average communities. 17% of users checked-in at least 5x to Vons during the program. And you didn’t have to be in-store – the loyal users shared the program for us. Rewards shared to Twitter performed better than expected. Nearly a quarter of users shared their rewards to Twitter - now that is earned media at work! And there were things we learned, we needed to do a better job of explaining the benefits and an uptick around week 3 really told us that consumers were getting the hang of it. And even in rural areas – where we launched a Foursquare check-in program with Brisk, Frito-Lay, and Hess Gas Stations – people are checking in at rates we never expected, and cashing in on deals. It ’s not just people in cities using the latest apps on mobile devices, it’s people everywhere, and it’s a growing trend.
New Mobile Site will feature Recipes on the go, Product information, Product locator, Coupons. For Apps, Strategy is to not build an app and work like crazy to have it create an audience. Instead, thoughtfully integrate into an app that is popular and that Mom trust. Propose beginning with GroupMe and ShopKick Digital marketing research firm InsightExpress found that mobile ad campaign norms were four-and-a-half to five times more effective than online norms. The Mobile InsightNorms study measured unaided awareness, aided awareness, ad awareness, message association, brand favorability and purchase intent. The study included a comparison of mobile media types and verticals to the effect of online advertising, and these findings continue to show the power of mobile as an advertising channel.
