change your mindset mobile keynote

[email protected] Twitter.com/gregstuart1


The Power of Mobile

to Transform Brands

Мощность Из Мобильный Для Трансформировать

Бренды

Change Your Mindset ConferenceVenice, Italy

com


Band-Aids Magic Vision

MMA Smarties Award WinnerBand-Aids

• http://www.youtube.com/watch?v=lm5-KPW0x3U

http://www.youtube.com/watch?v=lm5-KPW0x3U




• How many of you own a smartphone or a tablet?

• How many of you slept with your phone on the bed or nightstand next to you last night?

• How many of you have bought something on your mobile or tablet?

• How many of you use your mobile device to watch Movies/TV, read the news, and/or listen to music?

• And how many of you used your mobile device to check Facebook, Twitter, Pinterest, Instagram or any other social media platform?


Douche Parking

• http://www.youtube.com/watch?v=3CAHdpakX7U

Parking.RU


Russian’s Agree – Mobile is a Must Have“How Much do You Agree with the Following Statements”

(Russia Oct 2012)

I Would Rather Give up Desktop than my Smartphone

My Smartphone produces Information of Interest to me

I Would Give Up TV than my Smartphone

I Never Leave the House without Smartphone

0%10%

20%30%

40%50%

60%70%

80%90%

100%

10

35

24

21

10

46

39

66

Strongly Disagree Somewhat Disagree NeitherSomewhat Agree Totally Agree

87%

63%

81%


The Unique Promise of Mobile

Nothing Gets You Closer to Your

Consumer than Mobile. Nothing!


Smartphone Owners

Mobile First consumers

I use my phone when I feel uncomfortable, just to relax or avoid having to talk to other people

51% 69%There is something exciting about checking my smartphone... there is always the possibility that I will find something interesting

45% 63%

There is no other thing I own that I feel closer to 28% 44%

Essential to So Much of Consumers’ Lives


Smartphone Owners

Mobile First consumers

My smartphone is the first thing I touch when I wake up in the morning... and the last thing that I use before I go to bed at night

63% 84%

I check my phone all the time, even when I only have one minute to spare 54% 71%I use my smartphone everywhere, even in the restroom 51% 70%

Essential to So Much of Consumers’ Lives


Russian Use of Mobile Internet on Par with Other Places in the World

“How many times yesterday did you connect to the Internet with your phone or tablet” (Russia 2012)

Several Times a Day

2-3 Times a Day

Once a Day

Not Connected

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

45%

21%

18%

14%

47%

18%

20%

14%

SmartphoneTablet

[email protected] Twitter.com/gregstuart14What is the Power of Immediacy?


92% of Russians never leave home without their phones

74% Russians use their smartphone at work

eMarketer: 74% used a mobile device to buy something this last holiday season (U.S.)

People using their mobile for auto research (25%) in between and at the showrooms (U.S.)

Yelp: 40+% of all searches are from Mobile app today (U.S.)

Russia

USA

Nielsen Russia

USA

Nielsen


…Communications Transformational

A Mobile First World that is…


Pennies for Change

Cannes Lions WinnerSmall Change

• http://www.youtube.com/watch?v=VS3ThxPrlVo

http://www.youtube.com/watch?v=VS3ThxPrlVo




Truth is: Mobile is the Connective Tissue* to All

Media

From TV to social media, mobile strengthens and supports other media

channels to react and respond to consumer expectations

* Соедин тельная и́I ткань


mobile advertising

traditionaladvertisingactivation

sponsorshipactivation

consumerpromotionactivation

mobileincentives &

coupons

in-storemobile

marketingVIP/rewards

program

mobiledatabasemarketing

DIGITAL TOUCHPOINTS

OFFLINE TOUCHPOINTS

Path to Purchase is the New Model

Opt-in

AWARENESS ENGAGEMENT TRANSACTION LOYALTY

App promo

Augmented reality

QR codes

MobileCoupons

Mobilewallet

Socialintegration

Print Signage In-store Rewards

Source: Vibes, 2012


And So Many Options to Get CloserPush

MessagingTablets

Augmented Reality

Mobile Social

ShowroomingMobile Display

Rich Media Mobile Apps


Microsoft – Mobile Future

• http://www.youtube.com/watch?v=a6cNdhOKwi0

http://www.youtube.com/watch?v=a6cNdhOKwi0




What is the current Scientific Share of Mobile in the Mix?

MXS Mobile X% Solution


Recommended Optimized Share Mobile Marketing is 7%

While the average optimized mix in mobile is 7%, that figure likely is lower for low involvement brands and higher purchase funnel (LIHP), but higher for high involvement brands and lower purchase funnel (HILP).

Product Category Campaign Goal

Low Involvement High Involvement Higher Purchase

FunnelLower Purchase

Funnel

(CPG, Entertainment,

etc.)(Auto, Finance, etc.) (Awareness,

Familiarity)(Consideration,

Purchase Intent)

Optimized Percent of

Mobile in Mix5% 9% 5% 8%

Avg. Mobile

7%Mobile ad units included: Ads in Mobile Web (Display Ads), Ads in Apps, Mobile Video Ads, Mobile Games Ads, Mobile Social, Tablets


What Drives This?

1. Ad Effectiveness of Mobile2. + Cost3. + Smart Phone Penetration (37% in U.S.)

(reach & frequency in essence)

Russia percent SmartPhones is 29%!! (Soon to be 38%!!!)


Simple Framework of Opportunities via Mobile as a…

1. Mass Advertising & Communications Channel

2. Loyalty & Relationship Building Channel (Apps at the center)

3. Instant Personal Communications Channel (immediacy & messaging)


But Mobile has a Number of Unique Advantages

1. Mobile is Personal(one person per phone)

2. Mobile is Pervasive(everywhere, all the time)

3. Mobile has Proximity(tracking location)


Do not Wait and See with mobileWhat if your Competition get’s it?


8 years ago, I told you…


The REAL POWER of Change

Ford Media Mix *

* Approx. $200 Million Budget

Base Plan

2.5% Onlin

e

6% Onlin

e0%

20%

40%

60%

80%

100%Equal to +$1,350,000,000 in U.S. Truck sales $$$

Equal to $750,000,000 in

U.S. Truck sales

$Tr

aditi

onal

Med

ia(T

V, M

agaz

ines

)


The Truth was…


So, while…Nothing Gets You

CloserTo Your Customer

Than Mobile


Nothing Gets You Closer to Transforming Your Business

than Mobile

Truth is…


[email protected]+1 631 702 0682

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