mobile marketing a new era in digital promotion v2013
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Mobile Marketing
A new era in digital promotion
Customer & Market Strategy practice - Deloitte
© 2013 Deloitte Tax & Consulting S.à.R.L Mobile Marketing | A new era in digital promotion 2
Deloitte Tax & Consulting
560, rue de Neudorf
L-2220 Luxembourg
Tel: +352 45145 2440
vfilip@deloitte.lu
Member of
Deloitte Touche Tohmatsu Limited
• 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
Background
Véronique Filip
Director
Advisory and Consulting:
Customer & Market Strategy
© 2013 Deloitte Tax & Consulting S.à.R.L Mobile Marketing | A new era in digital promotion 3
Agenda
4 key steps for a successful mobile strategy 2
Mobile marketing best practices and future 3
Mobile marketing: its adoption amongst European marketers 1
© 2013 Deloitte Tax & Consulting S.à.R.L Mobile Marketing | A new era in digital promotion 4
“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”*
What is mobile marketing?
* Source: Mobile Marketing Association definition – nov 2009
• Current activity classification is:
– SMS/MMS
– Applications
– Codes
– Display on web
– Search
– Social
• Which can use different forms/techniques:
– Insertion
– Branded application, In-App
– In-Game
– In-Maps
– Mobile coupon
– Rich media
– Location based
– Augmented reality
• Could be combined together and combined with offline marketing forms
Insertion Rich Media Couponing
In-Map Insertion
© 2013 Deloitte Tax & Consulting S.à.R.L Mobile Marketing | A new era in digital promotion 5
With some very trendy techniques
Augmented reality
Branded applications
© 2013 Deloitte Tax & Consulting S.à.R.L Mobile Marketing | A new era in digital promotion 6
Or some very sophisticated examples
Tesco South Korea Virtual Store
© 2013 Deloitte Tax & Consulting S.à.R.L Mobile Marketing | A new era in digital promotion 7
Less than half of European marketers are already using mobile
67%
50%
30%
30%
28%
40%
22%
25%
28%
28%
35%
28%
11%
25%
43%
42%
37%
31%
Italy
Germany
Spain
France
UK
European average
Currently using Plan to use in the next 12 months No plans to use
“Does your company use mobile marketing?”
• 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
Base: 264 European interactive marketers
Source: Forrester, 2011, European interactive marketing online executive panel survey
© 2013 Deloitte Tax & Consulting S.à.R.L Mobile Marketing | A new era in digital promotion 8
But mobile marketing remains a largely experimental channel
70%
48%
41%
36%
22%
39%
20%
17%
14%
8%
12%
12%
17%
14%
4%
10%
9%
15%
19%
14%
13%
4%
4%
5%
12%
6%
17%
16%
5%
17%
40%
20%
Spain
France
Italy
Germany
UK
Europeanaverage
€0-€174K €175-€349K €350K-€799K
€800K-€3.49M More than €3.50M Don't know
“What will be your company’s total mobile marketing budget in 2011?”
• Many marketers are using
mobile, but few are putting
significant money into it
• 1/3 will spend < €175K
Majority’ll spend < € 350K
• 1/3 of marketers say
they’re merely testing the
channel
Base: 264 European interactive marketers
Source: Forrester, 2011, European interactive marketing online executive panel survey
© 2013 Deloitte Tax & Consulting S.à.R.L Mobile Marketing | A new era in digital promotion 9
Marketer’s tactics don’t always align with user’s behaviour
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
18%
24%
26%
32%
36%
19%
26%
24%
45%
38%
20%
37%
41%
32%
44%
Branded mobile applications
Mobile-optimized site
Mobile display
Mobile search
SMS and MMS marketing
“How are you implementing mobile marketing?”
Base: 181 European interactive marketers
Send or receive SMS/text messages
Receive SMS alerts
Access the mobile Internet
Download applications
Base: 5.237 European adults
“Which of the following activities you do?”
14%
34%
31%
84%
8%
20%
20%
71%
6%
17%
50%
67%
4%
11%
21%
71%
5%
13%
14%
76%
Source: Forrester, 2011, Benchmark survey
Italy Germany UK Spain France
© 2013 Deloitte Tax & Consulting S.à.R.L Mobile Marketing | A new era in digital promotion 10
Most marketers ignore the mobile internet
• 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
18%
24%
26%
32%
36%
19%
26%
24%
45%
38%
20%
37%
41%
32%
44%
Branded mobile applications
Mobile-optimized site
Mobile display
Mobile search
SMS and MMS marketing
“How are you implementing mobile marketing?”
Base: 181 European interactive marketers
Send or receive SMS/text messages
Receive SMS alerts
Access the mobile Internet
Download applications
Base: 5.237 European adults
“Which of the following activities you do?”
14%
34%
31%
84%
8%
20%
20%
71%
6%
17%
50%
67%
4%
11%
21%
71%
5%
13%
14%
76%
Source: Forrester, 2011, Benchmark survey
Italy Germany UK Spain France
© 2013 Deloitte Tax & Consulting S.à.R.L Mobile Marketing | A new era in digital promotion 11
Message-based marketing remains king
• 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
18%
24%
26%
32%
36%
19%
26%
24%
45%
38%
20%
37%
41%
32%
44%
Branded mobile applications
Mobile-optimized site
Mobile display
Mobile search
SMS and MMS marketing
“How are you implementing mobile marketing?”
Base: 181 European interactive marketers
Send or receive SMS/text messages
Receive SMS alerts
Access the mobile Internet
Download applications
Base: 5.237 European adults
“Which of the following activities you do?”
14%
34%
31%
84%
8%
20%
20%
71%
6%
17%
50%
67%
4%
11%
21%
71%
5%
13%
14%
76%
Source: Forrester, 2011, Benchmark survey
Italy Germany UK Spain France
© 2013 Deloitte Tax & Consulting S.à.R.L Mobile Marketing | A new era in digital promotion 12
Agenda
4 key steps for a successful mobile strategy 2
Mobile marketing best practices and future 3
Mobile marketing: its adoption amongst European marketers 1
© 2013 Deloitte Tax & Consulting S.à.R.L Mobile Marketing | A new era in digital promotion 13
Audience: Understand mobile behavior of your target audience 1
The 2011 Mobile Technographics ladder (Base: 25.533 EU-7 adults)
Entertainers
19%
Source: Forrester, January 2011
Companies have to understand in which of those categories fall their own customers before planning
any mobile marketing activities
SuperConnecteds
12%
Connectors
7%
Communicators
36%
Talkers
30%
Inactives
10%
Access mobile Internet at least weekly and make regular use of multiple
advanced applications and services. The most sophisticated user
Heavy consumption of music, video, or games at least weekly
Primary usage of mobile phone is for work
Use app or advanced services that improve productivity or efficiency
Primary usage of mobile phone is to connect with other
Unlike talkers they use messaging application: SMS, MMS, IM or email
Use mobile phones primarily to talk
Mobile behavior is almost exclusively limited to voice calls
Do not own or use a mobile phone
© 2013 Deloitte Tax & Consulting S.à.R.L Mobile Marketing | A new era in digital promotion 14
Goal: Set your objective 2
• Mobile strategy must be aligned with business objectives
• For setting objectives, a 3-step approach is commonly used :
Increase revenues
Increase number
of customers
Increase revenue
per customer
• Drive new customer acquisition
• Increase customer retention & loyalty
• Increase audience size or page views
• Improve lead qualifications
• Drive sales with offers
• Improve branding & customer service
• Increase shopping frequency
• Cross-sell/upsell at point of sale
• Reduce development time w.quicker testing cycles
• Minimize personnel costs as well as machine
capital and maintenance costs associated with
paper products such as tickets
• Optimize advertising spend with more effective or
targeted marketing
• Reduce both working capital requirements and lost
sales through accurate physical inventory counts
• Reduce need for physical displays by offering
product information on cell phones
• Reduce time spent by staff on the phone by
utilizing SMS for information snippets such as
«your prescription is ready»
Reduce design costs
Reduce product costs
Reduce marketing costs
Reduce distribution costs
Reduce sales costs
Reduce customer service
costs
Reduce costs
A Start with the overall
business strategy B Identify overall
business objectives
C Choose relevant mobile
objectives, such as:
© 2013 Deloitte Tax & Consulting S.à.R.L Mobile Marketing | A new era in digital promotion 15
Define the kind of relationship to achieve with your customer
Acquaintance
ship
Objectives Examples
Increase brand
awareness
Acquire new
customers
or direct leads Friendship
Camaraderie
Confidence
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
Relation
Develop repeat
business with
customer
Develop brand
loyalty
© 2013 Deloitte Tax & Consulting S.à.R.L Mobile Marketing | A new era in digital promotion 16
Define the strategy by answering 4 principal questions 3
Customer reached?
• How many and which customers?
• How quickly?
• Do I need to train?
• What info, service or product?
• Location/timely delivery?
• Integration w. channels, process?
• For how much time?
• Current investments?
• Future investments?
• Direct distribution/telco/manufacturer
• Free, ad-sponsored or paid?
• Subscription or one-time?
Offer?
Commitment? Value chain?
© 2013 Deloitte Tax & Consulting S.à.R.L Mobile Marketing | A new era in digital promotion 17
While planning their marketing strategy, managers should
remember that…
.....
.....
.....
.....
Friendship
emphasizes
careful messaging
Camaraderie
requires deeper
knowledge of your
audience
Confidence
involves the most
stakeholders
Acquaintenceship
demands the
largest scale
• 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 Mobile Marketing | A new era in digital promotion 18
Technology: Choose technology that enhances the consumer
relationship you want
4
Some technologies suit certain objectives better than others
Acquaintanceship
programs
Friendship
programs
Camaraderie
programs
Confidence
programs
Choose technologies
with the greatest reach
SMS can be effectively
paired with offline
messaging to create an
acquaintanceship program
Choose technologies
with precise targeting
capabilities
Mobile search and display
offers many options for
targeting the right user at
the right time
Paired with click to call
Choose technologies that
delivers personalized
content and offers
Mobile-optimized email
helps marketers keep in
touch with smartphone
users
SMS opt-in programs allows
the greatest number of
consumers to receive offers
Choose deeply engaging,
long-term technologies
The best choice for a
confidence program is a
branded mobile application
with a high degree of utility
Display Search Email Social SMS/
MMS
Bar codes Branded
apps
Acquaintanceship
Friendship
Camaderie
Confidence
© 2013 Deloitte Tax & Consulting S.à.R.L Mobile Marketing | A new era in digital promotion 19
Agenda
4 key steps for a successful mobile strategy 2
Mobile marketing: it’s adoption amongst European marketers 1
Mobile marketing best practices and future 3
© 2013 Deloitte Tax & Consulting S.à.R.L Mobile Marketing | A new era in digital promotion 20
• Consider what the user
need right now, include
clear call to action that
address customers
needs at the moment
Expiring offer increase
the value of having the
information now
Leverage your Consumer Convenience Quotient “CCQ” offering
Immediacy Context Simplicity
• Consider screen size
• Limit content and
simplify design
• Review regularly
eBay uses bar code
scan with the phone’s
camera to identify
product quickly
• Leverage relevancy
of your message by
using all information
about the consumer
The weather channel
uses location to send
relevant weather
information and ads
© 2013 Deloitte Tax & Consulting S.à.R.L Mobile Marketing | A new era in digital promotion 21
Technology innovations will drive context capability forward
NFC
(Near Field Communications)
Extensible sensors
Motion control
Augmented reality
HD audio/video
Conversational voice
Pressure sensors
Heat/light sensors
Chemical sensors
Biometrics
(e.g. fingerprints, iris)
2011 2012 2013 2014 2015 • Mobile context is “the sum total
of what your customer has told
you and is experiencing at his
moment of mobile engagement”
• Situation - Preference - Attitude
Technology evolution
Pay attention Determine market applicability
• Today’s fancy features will
become commonplace
• New sensors will reveal more
about the user’s environment
• Motion, voice and touch inputs
will refine the user interface
• Business and technology planning:
embracing existing contextual
information while planning for
anticipated technology
Source: Deloitte analysis and Forrester – survey conducted with worldwide device manufacturers
© 2013 Deloitte Tax & Consulting S.à.R.L Mobile Marketing | A new era in digital promotion 22
The evolution of context use will have 4 phases which
represent the future of mobile marketing
Level of sophistication
High
Low
2011 2012 2013 2014 2015
• Past user behavior
• GPS
• Time of day
• Consumer’s purchase intent
• In my store? In a competitor’s store?
• Within 1 hour of flight? Two days?
• How wide is the room?
• What floor in building? What aisle?
• Direction consumer facing?
• Light? Dark?
• What does this dress look like on me?
• Biometrics
• Conversational voice
• Gesture-based control
• 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
• Sensor can detect smells, analyze breath
and assist navigation in building:
– Recommendations on perfumes
– Targeting in multistory malls
– Virtual product trial for clothing
Future possibilities:
Phase 1 :
master the
basic
Phase 2 :
layering in
intelligence
Contextual experiences will evolve in 4 stages
Phase 3 :
breaking from
PC contexts
Phase 4 : embracing
motion as a control
mechanism
• Basic use of context such as location is
important for search while time can
trigger an action: “only too shirts
remaining at this price”
• Variable price if your customer is in your
store/hotel or in your competitor’s one
• Different price 2 weeks away from
booking
© 2013 Deloitte Tax & Consulting S.à.R.L Mobile Marketing | A new era in digital promotion 23
• Better targeting
• Increase
sales/service
from brick &
mortar locations
• Better client
experience
To conclude: what could you expect from mobile marketing ?
Revenue
High
Low
Incremental
revenue
Basic context Layered intelligence Break from PC context Motion based control
Revenue from
new services
Time/
usage
• Higher profitability
due to in-store
higher purchase
• Higher price w.
elasticity
• Higher customer
satisfaction/loyalty
• Entirely new
digital revenue-
generating
services
• Improved
navigation
precision
• Increase usage of
mobile offering
• Deep engagement
with products under
consideration in a
personal
environment
© 2013 Deloitte Tax & Consulting S.à.R.L Mobile Marketing | A new era in digital promotion 24
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