2014 customer loyalty asean conference: mobext
DESCRIPTION
Arthur Policarpio boosted the energy level in the room with a very engaging and provocative presentation regarding mobile marketing. He presented an array of amazing best-in-class social-local-mobile marketing campaigns. The presentation included a wide array of illustrative video content which unfortunately is not available in this PDF version. Arthur is one of the architects of mobile value-added services in the Philippines, and was a pioneer of segmented marketing via SMS. Prior to leading Mobext in Asia Pacific, he was a co-founder of SnapWorx, Inc., one of the Philippines’ leading Filipino-owned digital marketing companies, specializing in search, social media marketing, and mobile marketing.TRANSCRIPT
The world’s largest mobile marketing agency network
23 offices worldwide and growing
Full-Service Mobile Marketing Agency
We work with the country’s biggest brands
SOCIAL
Nielsen “Global Survey of Trust in
Advertising, 2013
32
¾Of all usage comes
from mobile
200 million users
20 billion photos
shared
1.2 BillionMonthly active
mobile users
61%Total revenue
from mobile
75% Monthly active users
coming from mobile
SOCIAL = MOBILE
4 in 10 Social media users purchased an item after sharing or
favoriting on social
Both ONLINE and OFFLINE!
LOCAL
56% of mobile searches have local intent
Source: Google, 2014
Mobile users convert more, and faster
MOBILE
3 ft or less 84% smartphone users
use it while shopping
1.7 billionSubscribers in APAC
SOCIAL Creating products and shopping experiences
that are highly shareable
LOCAL Reaching your audience where it matters.
Right person, right time, right place
MOBILE Anytime, Anywhere, One-to-one
THE FUTURE OF COMMERCE IS SOLOMO
5 Recommended Strategies:
1. Create Multi-Channel Shopping Experiences
2.Dominate Local Search
3. Mobilize Your Social Commerce Strategy
4.Enhance the In-Store Experience with Mobile
5.Mobilize Your Loyalty Programs
# 1 Provide Multi-Channel
Experiences
What is a store?
The store is now a multi-channel experience
• Make 4 more trips each
month than non-mobile user
• Spend 40% more than the
average shopper
Walmart’s mobile app users...
In-store mode
• See what’s new & on sale
• Create shopping lists
• Scan and Go
Out-of-Store mode
Check items in-store Check inventory + delivery
12% of
app-aided
sales
happen during the
app’s in-store
mode
500,000 downloads
in 6 months
£10 million++1-year revenue
Target: 50,000 Target: £100,000
Results
Best mCommerce Campaign
• GOLD, Campaigns Effectivity
•SILVER, Industry Awards
•SMART Special Award
McDonald’s Ang Pao Coupons
Reinventing Couponing
THE CHALLENGE: COUPON CLUTTER
•They are lost, torn,
and left lying around
• Limited reach
SOLUTION
ANG PAO MOBILE COUPONS
• On-demand coupons
• Available anytime, anywhere
Register Choose Redeem
Social Amplification
=
Average Monthly Revenue
At 1/10 the cost of a store!
#2 Dominate Local Search
Mobile search will surpass desktop
Searches done on mobile
lead to immediate
conversion
Source: Google & Nielsen
A Snippet of Keywords
76,500monthly searches for
keywords associated
with supermarkets
and items they carry.
No One Has A Significant Share of Voice
No one has significant share of voice
Sample Search Results for Appropriate Queries
Missed opportunity
Create smarter search ads
Google’s Enhanced Campaigns
Enhance the search
experience
Click-to-call Location extension Deep linking
*Google & MediaCT Study
# 3 Mobilize your social commerce
strategy
Kellogg’s Instashop
53
Snap photo + post with
#NyaSpecialK hashtag
1
Show phone to cashier
2 3
Get special treat
Allium Restaurant : Pay with a Post
54
Nordstrom on Pinterest
Most followed brand,
with 4.4 million followers
in-store integration of
social “voting”
#SaksIn6 : Recreating in-
store tutorials in 6 seconds
Saks Fifth Avenue on Vine
The Home Depot on Vine
9
400 million registered users
130 millionregistered users
600 million registered users
500 million monthly users
The new frontier in social: Mobile messaging
15
South China Airlines
Online BookingUniqlo catalog
Your New Online Storefront
42
Fruits
43Health Insurance
44
WeChat Vending Machines
16
New York Apartment - $13M
10
Stickers
1 billion stickers/day
$66M revenue
11
Mobile Coupons
13
Flash Sales
“Social Commerce” via Facebook
Buy a Product by Commenting “Sold”
61
How do you introduce a new beer
brand in a highly-crowded market?
McDo Create Your Own Burger
10% of annual sales target pre-sold
# 4 Enhance the In-Store
Experience with Mobile
Source: Cisco, 2013
Mobile is changing shopping behaviors
37© Mobext 2012 mobext.com
From “push girls” to beauty consultants
37© Mobext 2012 mobext.com
38© Mobext 2012 mobext.com
39© Mobext 2012 mobext.com
Kate Spade iPads in Store
7026© Mobext 2012 mobext.com
time to serve order errors product availability
26© Mobext 2012 mobext.com
Scan & Go Tablet Application
27© Mobext 2012 mobext.com
faster time to serve
serve multiple
customers simultaneously
minimal errors
instant inventory
confirmation
CRM
# 5 Mobilizing Loyalty
“The ultimate in marketing is
marketing to the individual and customizing
products to the individual.”
34
Bob McDonald, former CEO
Procter & Gamble
Source: Cisco, 2013
36
Consumer Database System
STEP 1: Build Database
70
Opt-In Call-to-Action in All Media
37
Time Spent
Geography
Purchase
History
Social
Sharing
Dormant quality
users
Users with
specific
interests
Loyal Users
STEP 2: Segment Customers
38
Dormant quality
users
Users with
specific
interests
Loyal Users
STEP 3: One-to-One Communications
39
Dormant quality
users
Users with
specific
interests
Loyal Users
40
Dormant quality
users
Users with
specific
interests
Loyal Users
Will mobile eventually obsolete
traditional loyalty cards?
Deals Rewards Freebies
SUMMARY: 5 Recommended
Strategies
1. Create Multi-Channel Shopping Experiences
2.Dominate Local Search
3.Mobilize your Social-commerce Strategy
4.Enhance the In-Store Experience with Mobile
5.Mobilize Your Loyalty Programs
94
Mr. Arthur PolicarpioHead of Mobext APAC
CEO – Mobext Philippines
+639175694375@art_policarpio (Twitter)