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Mobile marketing a new era in digital promotion v2013
- 2. Véronique Filip
Director
Advisory and Consulting:
Customer & Market Strategy
Deloitte Tax & Consulting
560, rue de Neudorf
L-2220 Luxembourg
Tel: +352 45145 2440
vfilip@deloitte.lu
Member of
Deloitte Touche Tohmatsu Limited
Background
• Sales and marketing consulting: Co-leading the initiative in Customer Practice
• 20 year’s experience in marketing: EMEA Marketing Director
• Avery Dennison-Xerox-HP/ Newell Rubbermaid-Curver-Waterman/ Nestle/EDF/ Monte Paschi Bank
• 7 departments created with new developing growth strategy
• Brand positioning/differentiated tactics; pull through/integrated campaigns & lead generation model
2
Mobile Marketing | A new era in digital promotion
© 2013 Deloitte Tax & Consulting S.à.R.L
- 3. Agenda
1
2
4 key steps for a successful mobile strategy
3
3
Mobile marketing: its adoption amongst European marketers
Mobile marketing best practices and future
Mobile Marketing | A new era in digital promotion
© 2013 Deloitte Tax & Consulting S.à.R.L
- 4. What is mobile marketing?
“Mobile Marketing is a set of practices that enables organizations to communicate and engage
with their audience in an interactive and relevant manner through any mobile device or network”*
• Current activity classification is:
– SMS/MMS
– Applications
– Codes
– Display on web
– Search
– Social
– E-mail
Insertion
• Which can use different forms/techniques:
– Insertion
– Branded application, In-App
– In-Game
– In-Maps
– Mobile coupon
– Rich media
– Location based
– Augmented reality
In-Map
Rich Media
Couponing
Insertion
• Could be combined together and combined with offline marketing forms
* Source: Mobile Marketing Association definition – nov 2009
4
Mobile Marketing | A new era in digital promotion
© 2013 Deloitte Tax & Consulting S.à.R.L
- 5. With some very trendy techniques
Augmented reality
Branded applications
5
Mobile Marketing | A new era in digital promotion
© 2013 Deloitte Tax & Consulting S.à.R.L
- 6. Or some very sophisticated examples
Tesco South Korea Virtual Store
6
Mobile Marketing | A new era in digital promotion
© 2013 Deloitte Tax & Consulting S.à.R.L
- 7. Less than half of European marketers are already using mobile
“Does your company use mobile marketing?”
Italy
67%
Germany
50%
22% 11%
25%
25%
Spain
30%
28%
43%
France
30%
28%
42%
UK
28%
European average
Currently using
35%
40%
37%
28%
Plan to use in the next 12 months
31%
• Across Europe 40%
of marketers are
using mobile
marketing
• Another 28% plan to
start in the next 12
months
• Italian being the
more aggressive
adopters
No plans to use
Base: 264 European interactive marketers
Source: Forrester, 2011, European interactive marketing online executive panel survey
7
Mobile Marketing | A new era in digital promotion
© 2013 Deloitte Tax & Consulting S.à.R.L
- 8. But mobile marketing remains a largely experimental channel
“What will be your company’s total mobile marketing budget in 2011?”
Spain
70%
France
48%
Italy
41%
Germany
UK
36%
22%
8% 4%
European
average
39%
17%
14%
14%
12%
17%
12% 4%
20%
9% 4%
16%
17%
14%
15% 5% 5%
19%
12%
10%
17%
40%
13%
• Many marketers are using
mobile, but few are putting
significant money into it
6%
€0-€174K
€175-€349K
More than €3.50M
• 1/3 of marketers say
they’re merely testing the
channel
20%
€350K-€799K
€800K-€3.49M
• 1/3 will spend < €175K
Majority’ll spend < € 350K
Don't know
Base: 264 European interactive marketers
Source: Forrester, 2011, European interactive marketing online executive panel survey
8
Mobile Marketing | A new era in digital promotion
© 2013 Deloitte Tax & Consulting S.à.R.L
- 9. Marketer’s tactics don’t always align with user’s behaviour
“How are you implementing mobile marketing?”
“Which of the following activities you do?”
SMS and MMS marketing
Send or receive SMS/text messages
76%
71%
67%
71%
44%
38%
36%
84%
Branded mobile applications
32%
Receive SMS alerts
45%
14%
21%
32%
50%
Mobile-optimized site
20%
41%
31%
24%
Access the mobile Internet
26%
13%
11%
17%
20%
Mobile search
37%
26%
34%
24%
Download applications
5%
4%
6%
8%
Mobile display
20%
19%
18%
14%
Base: 181 European interactive marketers
Italy
Germany
Base: 5.237 European adults
UK
Spain
France
Marketers are much more excited about branded apps than users are:
• 38% of European mobile marketers are creating branded mobile applications
• Only 7% of European consumers say they regularly download mobile applications
9
Mobile Marketing | A new era in digital promotion Source: Forrester, 2011, Benchmark survey
© 2013 Deloitte Tax & Consulting S.à.R.L
- 10. Most marketers ignore the mobile internet
“How are you implementing mobile marketing?”
“Which of the following activities you do?”
SMS and MMS marketing
Send or receive SMS/text messages
76%
71%
67%
71%
44%
38%
36%
84%
Branded mobile applications
32%
Receive SMS alerts
45%
14%
21%
32%
50%
Mobile-optimized site
20%
41%
31%
24%
Access the mobile Internet
26%
13%
11%
17%
20%
Mobile search
37%
26%
34%
24%
Download applications
5%
4%
6%
8%
Mobile display
20%
19%
18%
14%
Base: 181 European interactive marketers
Italy
Germany
Base: 5.237 European adults
UK
Spain
France
• Europeans are 2,5 times more likely to browse on mobile Web than to download mobile applications
• But only 30% of marketers have optimized their websites for mobile browsing - only 25% are using mobile
search and only 19% buy mobile display advertising
10
Mobile Marketing | A new era in digital promotion Source: Forrester, 2011, Benchmark survey
© 2013 Deloitte Tax & Consulting S.à.R.L
- 11. Message-based marketing remains king
“How are you implementing mobile marketing?”
“Which of the following activities you do?”
SMS and MMS marketing
Send or receive SMS/text messages
76%
71%
67%
71%
44%
38%
36%
84%
Branded mobile applications
32%
Receive SMS alerts
45%
14%
21%
32%
50%
Mobile-optimized site
20%
41%
31%
24%
Access the mobile Internet
26%
13%
11%
17%
20%
Mobile search
37%
26%
34%
24%
Download applications
5%
4%
6%
8%
Mobile display
20%
19%
18%
14%
Base: 181 European interactive marketers
Italy
Germany
Base: 5.237 European adults
UK
Spain
France
• SMS is still by far the favorite mobile pastime of Europeans, accordingly 40% of marketers use SMS &
MMS – but still need to be used wisely
• Only 17% of Europeans check email on mobile, however 41% of marketers optimize their email programs
11
Mobile Marketing | A new era in digital promotion Source: Forrester, 2011, Benchmark survey
© 2013 Deloitte Tax & Consulting S.à.R.L
- 12. Agenda
1
2
4 key steps for a successful mobile strategy
3
12
Mobile marketing: its adoption amongst European marketers
Mobile marketing best practices and future
Mobile Marketing | A new era in digital promotion
© 2013 Deloitte Tax & Consulting S.à.R.L
- 13. 1
Audience: Understand mobile behavior of your target audience
The 2011 Mobile Technographics ladder (Base: 25.533 EU-7 adults)
SuperConnecteds
Access mobile Internet at least weekly and make regular use of multiple
advanced applications and services. The most sophisticated user
12%
Entertainers
Heavy consumption of music, video, or games at least weekly
19%
Connectors
Primary usage of mobile phone is for work
Use app or advanced services that improve productivity or efficiency
7%
Communicators
Primary usage of mobile phone is to connect with other
Unlike talkers they use messaging application: SMS, MMS, IM or email
36%
Talkers
30%
Inactives
Use mobile phones primarily to talk
Mobile behavior is almost exclusively limited to voice calls
Do not own or use a mobile phone
10%
Companies have to understand in which of those categories fall their own customers before planning
any mobile marketing activities
Source: Forrester, January 2011
13
Mobile Marketing | A new era in digital promotion
© 2013 Deloitte Tax & Consulting S.à.R.L
- 14. 2
Goal: Set your objective
• Mobile strategy must be aligned with business objectives
• For setting objectives, a 3-step approach is commonly used :
A Start with the overall
business strategy
B Identify overall
business objectives
C Choose relevant mobile
objectives, such as:
Increase number
of customers
• Drive new customer acquisition
• Increase customer retention & loyalty
• Increase audience size or page views
• Improve lead qualifications
Increase revenue
per customer
• Drive sales with offers
• Improve branding & customer service
• Increase shopping frequency
• Cross-sell/upsell at point of sale
Reduce design costs
• Reduce development time w.quicker testing cycles
Reduce distribution costs
• Minimize personnel costs as well as machine
capital and maintenance costs associated with
paper products such as tickets
Reduce marketing costs
• Optimize advertising spend with more effective or
targeted marketing
Reduce product costs
• Reduce both working capital requirements and lost
sales through accurate physical inventory counts
Reduce sales costs
• Reduce need for physical displays by offering
product information on cell phones
Reduce customer service
costs
• Reduce time spent by staff on the phone by
utilizing SMS for information snippets such as
«your prescription is ready»
Increase revenues
Reduce costs
14
Mobile Marketing | A new era in digital promotion
© 2013 Deloitte Tax & Consulting S.à.R.L
- 15. Define the kind of relationship to achieve with your customer
Relation
Acquaintance
ship
Friendship
Camaraderie
Confidence
15
Mobile Marketing | A new era in digital promotion
Objectives
Increase brand
awareness
Acquire new
customers
or direct leads
Develop repeat
business with
customer
Develop brand
loyalty
Examples
Mobile ads
• Brand message are experienced on a smaller
screen, competing with fewer other elements
• They can forge a clearer idea in the user’s mind of
the brand positioning
Search ads with click to call functionality
• The immediacy of mobile means first transaction is
driven by need and direct intention
• Initial contact at a distinct moment will create
bonding experience with brand and consumer
Mobile opt-in couponing program in store
• Deepen relationship to develop repeat business
• Always on media can bridge offline & interactive
• By opting-in users allow brands to engage with
them in ongoing communication
Branded apps
• Evolve the relationship into ones with deep loyalty,
create confidantes out of consumers
• Customers are willing and proud to carry your
brands everywhere
© 2013 Deloitte Tax & Consulting S.à.R.L
- 16. 3
Define the strategy by answering 4 principal questions
Customer reached?
• How many and which customers?
• How quickly?
• Do I need to train?
Commitment?
• For how much time?
• Current investments?
• Future investments?
16
Mobile Marketing | A new era in digital promotion
Offer?
• What info, service or product?
• Location/timely delivery?
• Integration w. channels, process?
Value chain?
• Direct distribution/telco/manufacturer
• Free, ad-sponsored or paid?
• Subscription or one-time?
© 2013 Deloitte Tax & Consulting S.à.R.L
- 17. While planning their marketing strategy, managers should
remember that…
Acquaintenceship
demands the
.....
largest scale
Friendship
.....
emphasizes
careful messaging
Camaraderie
requires deeper
.....
knowledge of your
audience
Confidence
.....
involves the most
stakeholders
17
Mobile Marketing | A new era in digital promotion
• Create campaigns to reach the widest possible audience
• Consider the device types, operating systems and communication
technologies used by the majority of your prospects
• Target the right consumer at the best location and/or time with the
exact right call to action to get an opt-in or sale
• Program should target users at specific locations/times, with
particular characteristics, and/or who are searching for information
• Deepen your knowledge : work with colleagues responsible for
purchases to determine the kinds of offers that are most effective
• Choose when and where to encourage consumers to opt-in for
these communications
• Creating a mobile program that appeal to your fiercest loyalist
means collaborating with internal stakeholders
• Transactional apps require sign-off by executives, legal and
product development in addition to the marketing team
© 2013 Deloitte Tax & Consulting S.à.R.L
- 18. 4
Technology: Choose technology that enhances the consumer
relationship you want
Some technologies suit certain objectives better than others
Display
Search
Email
Social
SMS/
MMS
Bar codes
Branded
apps
Acquaintanceship
Friendship
Camaderie
Confidence
Acquaintanceship
programs
Friendship
programs
Camaraderie
programs
Confidence
programs
Choose technologies
with the greatest reach
Choose technologies
with precise targeting
capabilities
Choose technologies that
delivers personalized
content and offers
Choose deeply engaging,
long-term technologies
SMS can be effectively
paired with offline
messaging to create an
acquaintanceship program
Mobile search and display
offers many options for
targeting the right user at
the right time
Paired with click to call
Mobile-optimized email
helps marketers keep in
touch with smartphone
users
SMS opt-in programs allows
the greatest number of
consumers to receive offers
The best choice for a
confidence program is a
branded mobile application
with a high degree of utility
18
Mobile Marketing | A new era in digital promotion
© 2013 Deloitte Tax & Consulting S.à.R.L
- 19. Agenda
1
2
4 key steps for a successful mobile strategy
3
19
Mobile marketing: it’s adoption amongst European marketers
Mobile marketing best practices and future
Mobile Marketing | A new era in digital promotion
© 2013 Deloitte Tax & Consulting S.à.R.L
- 20. Leverage your Consumer Convenience Quotient “CCQ” offering
Immediacy
Simplicity
Context
• Consider what the user
need right now, include
clear call to action that
address customers
needs at the moment
• Consider screen size
• Limit content and
simplify design
• Review regularly
• Leverage relevancy
of your message by
using all information
about the consumer
eBay uses bar code
scan with the phone’s
camera to identify
product quickly
The weather channel
uses location to send
relevant weather
information and ads
Expiring offer increase
the value of having the
information now
20
Mobile Marketing | A new era in digital promotion
© 2013 Deloitte Tax & Consulting S.à.R.L
- 21. Technology innovations will drive context capability forward
• Mobile context is “the sum total
of what your customer has told
you and is experiencing at his
moment of mobile engagement”
Technology evolution
2011
2012
2013
2014
2015
NFC
(Near Field Communications)
Extensible sensors
• Situation - Preference - Attitude
Motion control
Augmented reality
HD audio/video
• Today’s fancy features will
become commonplace
Conversational voice
• New sensors will reveal more
about the user’s environment
Pressure sensors
• Motion, voice and touch inputs
will refine the user interface
Heat/light sensors
• Business and technology planning:
embracing existing contextual
information while planning for
anticipated technology
Chemical sensors
Biometrics
(e.g. fingerprints, iris)
Pay attention
Determine market applicability
Source: Deloitte analysis and Forrester – survey conducted with worldwide device manufacturers
21
Mobile Marketing | A new era in digital promotion
© 2013 Deloitte Tax & Consulting S.à.R.L
- 22. The evolution of context use will have 4 phases which
represent the future of mobile marketing
Contextual experiences will evolve in 4 stages
Future possibilities:
High
• Biometrics
• Conversational voice
• Gesture-based control
Phase 4 : embracing
motion as a control
mechanism
•
•
•
•
•
Phase 3 :
breaking from
PC contexts
• Sensor can detect smells, analyze breath
and assist navigation in building:
– Recommendations on perfumes
– Targeting in multistory malls
– Virtual product trial for clothing
• Variable price if your customer is in your
store/hotel or in your competitor’s one
• Different price 2 weeks away from
booking
• Consumer’s purchase intent
• In my store? In a competitor’s store?
• Within 1 hour of flight? Two days?
Phase 2 :
layering in
intelligence
Phase 1 :
master the
basic
How wide is the room?
What floor in building? What aisle?
Direction consumer facing?
Light? Dark?
What does this dress look like on me?
• Buy via voice based control/authentication
• New generation of product/services not
originate from online waving the phone
over a set of ingredients to find a recipe
• Basic use of context such as location is
important for search while time can
trigger an action: “only too shirts
remaining at this price”
• Past user behavior
• GPS
• Time of day
Low
2011
2012
2013
2014
2015
Level of sophistication
22
Mobile Marketing | A new era in digital promotion
© 2013 Deloitte Tax & Consulting S.à.R.L
- 23. To conclude: what could you expect from mobile marketing ?
High
• Increase usage of
mobile offering
• Entirely new
digital revenuegenerating
services
Revenue from
new services
Incremental
revenue
• Deep engagement
with products under
consideration in a
personal
environment
• Higher profitability • Improved
due to in-store
navigation
higher purchase
precision
• Better targeting • Higher price w.
elasticity
• Increase
• Higher customer
sales/service
satisfaction/loyalty
from brick &
mortar locations
• Better client
experience
Time/
usage
Revenue Low
Basic context
23
Mobile Marketing | A new era in digital promotion
Layered intelligence
Break from PC context
Motion based control
© 2013 Deloitte Tax & Consulting S.à.R.L
- 24. Deloitte refers to one or more of Deloitte Touche Tohmatsu Limited, a UK private company limited by guarantee, and its network of member firms, each of which is a legally separate
and independent entity. Please see www.deloitte.com/about for a detailed description of the legal structure of Deloitte Touche Tohmatsu Limited and its member firms.
Deloitte provides audit, tax, consulting, and financial advisory services to public and private clients spanning multiple industries. With a globally connected network of member firms in
more than 140 countries, Deloitte brings world-class capabilities and deep local expertise to help clients succeed wherever they operate. Deloitte's approximately 169,000 professionals
are committed to becoming the standard of excellence.
24
Mobile Marketing | A new era in digital promotion
© 2013 Deloitte Tax & Consulting S.à.R.L