marketing to the mobile consumer

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Proprietary and ConfidentialProprietary and Confidential

MARKETING TO THE MOBILE CONSUMER

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OUR SPEAKERS TODAY


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AGENDACurrent Mobile Trends Adoption Rates Shift in the Mobile Mind set How are consumers using their mobile devices?

What is the Market Response Brand Marketers The Constantly connected Consumer

How are mobile are your Consumers? Identifying your mobile audience and interaction

• How, Where, and When

Leveraging Location data Consumer engagement – where, when, and how

Mobile Marketing success stories

Q&A


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Proprietary and Confidential

CURRENT MOBILE TRENDS



Mobile was easy in 2007



Still an Apple world in 2008



Winds ofAndroid change



The iPad hit.

So did Android.



December 2010Mobile Out ShipsDesktop

Desktop Mobile



2013Mobile Chaos Reigns


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THEN & NOW



2

MOBILE THEN & NOW

2

80% Don’t leave home without their device

Source:Google, Our Mobile Planet



DIGITAL MARKETING CHANNELS

Source: Luma Partners State of the State in Digital Media 2013



SMARTPHONE PENETRATION ON THE RISE

Source:eMarketer, March 2013



EXPLOSIVE TABLET GROWTH

Source:Ofcom International Communications Market Report, Dec 2012, data Sep 2012, Oct 2011



Source:Millward Brown and Dynamic Logic, Nov 27, 2012

TIME SPENT ON SMARTPHONES & TABLETS



TIME OF THE DAY MOBILES & TABLETS ARE USED

Sources:Vibes, November 2012



MOBILE MARKETING & THE EMAIL REVOLUTION

Sources:Return path, Email in Motion, 2012

Adobe, 2013 Digital Publishing Report: Retail Apps & Buying Habits, US, January 2013



¼ OF TOTAL MOBILE INTERNET TIME IS SPENT READING EMAILS

Source:Experian Marketing Services as cited in press release, April 16, 2013


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MARKET RESPONSE TO THE MOBILE MIND SHIFT

CONSUMERS & BRANDS



THE CONSTANTLY CONNECTED CONSUMER

Consumer behavior is changing and that means brands must do the same.

Consumers are: constantly connected, Internet-enabled, socially connected, mobile-powered, and uses varying purchase paths.

They are smarter, more tech savvy, and are able to connect with your brand in a number of different ways, however and whenever they want.

Source: Mobile Marketing Association (MMA)



WHAT IS THE MARKET RESPONSE



Identifying your mobile audience and interaction

HOW MOBILE ARE YOUR CONSUMERS?

• Break down engagement metrics by device, mail client, and web browser

• Easily trend desktop, mobile device, and tablet engagement metrics

• Distinguish engagement between mobile and tablet devices



MULTIPLE DEVICE USAGE TO PURCHASE

Source: The New Multi-Screen World Study – Google, August 2012



MARKETERS NEED TO LEVERAGE CONTEXT

Source: The New Multi-Screen World Study – Google, August 2012



LEVERAGING LOCATION DATA

Location data is another mobile marketing category that can be leveraged to reach more customers.

• Geo Targeting/Fencing• Event Targeting• POI Targeting• Brand Affinity Targeting



LEVERAGING SOCIAL DATA

• Profile Data• Social Graph• Sentiment

Social data allows brands to get personal with their consumers by understanding social and behavioral dynamics



LOCATION BASED SERVICES



CLIENT SUCCESS




OBJECTIVE

Develop a platform friendly template that

not only zeroes in on the most relevant

information displayed on smartphone, but

has the flexibility to use the same design

for multiple brands as well as capitalize on

the “lifestyle” appeal of travel.

IHG TEMPLATE REDESIGN

DESIGN DEVELOP CODE STRATEGY INTEGRATE

114.28%

Click-Through Rate

14.28%

Disengagement Rate




CASE STUDY – SCRIPPS NETWORK

OBJECTIVE

Scripps Network engaged StrongMail with the task of mobile optimizing an email campaign for The Travel Network. The end product was a success, as we were able to optimally adjust and / or hide content within a one-column layout that’s easy on the eye and prioritizes the pertinent information for the user.

DEVELOP CODEDESIGN




CASE STUDY – SCRIPPS NETWORK

Centered logo

Increased font size

Single column for easy read

Image fits to screen




FRONTIER AIRLINE MUTLI-CHANNEL PROGRAM

OBJECTIVE

To leverage SMS and Email to better

drive subscription, engagement and

conversion with existing customers and

travelers in transit such as STRETCH

seating, post flight surveys and loyalty

balance.

DESIGN DEVELOP CODE STRATEGY INTEGRATE


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QUESTIONSStrongMail & Velti Tweetchat - Engage the Mobile Consumer Jun. 18th 11 AM - 12 PM PDTVisit TweetChat.com and enter hashtag #strongmobile Follow Your Presenters:Katrina Conn: @KatrinaConnKrishna Subramanian: @KSub15 More info: http://www.strongmail.com/products/social/tweetchat-engage-the-mobile-consumer/ StrongMail Contact Info:Customers: Contact your account managerNon-customers: Toll Free: (800) 971-0380Intl: (650) 421-4255Email: [email protected]

http://www.strongmail.com/products/social/tweetchat-engage-the-mobile-consumer/

http://www.strongmail.com/products/social/tweetchat-engage-the-mobile-consumer/

mailto:[email protected]


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THANK YOU


marketing to the mobile consumer

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