la strategia mobile ottimizzazione dati e analytics per costruire il brand nell’era digitale e...

Barbara Moretti- European SMB Digital Product Marketing Manager at Pitney Bowes

La strategia mobile: ottimizzazione, dati e analytics per costruire il brand nell’era

digitale e multicanale

The communications challenge for businesses

• Multiple channels

• 4G

• Generation D

• Combining old with new

What are the rewards for getting it right?

• You match expectation

• You can ramp up profit

• Survival!

European landscape: Mobile

• Mobile data traffic increasing

• Italy least competitive mobile market; UK the most

• Italy highest mobile search usage and most frequent buyers on mobile

European landscape: Codes

• 60 mobile barcode scans made a minute

• Germany highest users of QR codes

• Madrid top city for barcode scans

• Spain least competitive market; UK and France the most

How to capitalise on the digital opportunity

• Embrace mobile

• Optimise on the move experience

• Combine with traditional channels

• Top tips

• Create a mobile optimised landing page

• Integrate mobile payments technology

• Innovate with QR codes

• Monitor scans and click through rates

• Support the multi-channel experience

The role of analytics within

• How to use social media and mobile customer data to improve future targeting and campaigns

Current barriers

• Customer awareness

• Retailer adoption

• Access to technology