The new mobile playbook: Turning big data into big dollars - Adobe Digital Summit 2013
Post on 28-Jan-2015
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DESCRIPTIONMerging mobile and big data opens new doors for marketers to deliver personalized mobile experiences that drive revenue growth and ongoing loyalty. CMOs need to think and act like entrepreneurs to capitalize on todays mobile opportunities. Explore key mobile trends and the convergence of big data and mobile marketing. Discover the essential components of the CMOs new mobile playbook. Learn how mobile relationship management (MRM) is the answer to cracking the code on mobile ROI and capturing metrics that measure and fuel success.
- 1. THE NEW MOBILE PLAYBOOK! Turning big data!JACK PHILBIN! into big dollars!Co-Founder & CEO, Vibes Chairman NA, MMA Jack@vibes.com @jackphilbin! #MobileBigData!
2. We keep accumulating more data, but what are we doing with it?! 3. We created 5 exabytes of digital data in recorded time until 2003. In 2011, the same amount of data was created in two days. By 2013, that time period is expected to shrink to just 10 minutes. ! WhatDataSaysAboutUs,Fortune,September2012 4. Topics for today!Evolving mobile marketing landscape!Mobile big data in action!#MobileBigData !@JackPhilbin!The new mobile playbook! 5. Topics for today!Evolving mobile marketing landscape!Mobile big data in action!#MobileBigData !@JackPhilbin!The new mobile playbook! 6. Mobile and big data will converge when?! Personalization ! of data and ! content at the right! time and location to drive Mobile ! Big Data action! Strategies! Strategies! 7. In mobile ! its all about delivering! The! Perfect! Message! 8. VIDEO #1! The Perfect Mobile Message! 9. VIDEO #1! The Perfect Mobile Message! More customized = more relevant = more worth my time ! Tailored based on past purchases and habits! When I need it useful, fast, relevant to me! 10. How are marketers thinking about mobile and personalization?! CMO Council Report: Insights from 250+ marketers!Satisfaction with leveraging mobile! 14% Satised with Mobile 43% not satised, 37% still evaluating, 6% not sure ! Mobile strategy status! 16% Have Mobile Strategy 54% strategy in development, 28% have no strategy ! Source: CMO Council's "Engage at Every Stage Report - Q3 2012 survey of 269 global marketers! ! 11. What are your plans to leverage mobile for competitive advantage?!Source: CMO Council's "Engage at Every Stage Report - Q3 2012 survey of 269 global marketers! Data shown is based on respondents who said they have a formal mobile strategy. ! 12. How can mobile shape your interactions with your customers?!Source: CMO Council's "Engage at Every Stage Report - Q3 2012 survey of 269 global marketers! 13. The mobile opportunity! Mobile Marketing ! targeting & ! segmentations!Mobile Service!mobile wallet! service ! apps!mobile! database! push ! notication!in-venue! interactions!mobile ! web! social! networking! apps!Mobile ! Experiences!SMS !QR! codes!coupons!mobile wallet!mcommerce!MMS!loyalty!payments! service ! alerts!alerts!location! -based! services! rich! media!mobile wallet! display! sponsor! text! media buys!Mobile Advertising! 14. Mobile marketing maturity is accelerating! Mobile Relationship Management!Mobile Marketing Programs! Mobile Marketing Experimentation! Project-based approach! Mobile as a standalone! Marketing to the masses!Crawl! Program-based approach! Build a mobile database! Run regular campaigns! Utilize multiple mobile channels! Basic reporting! Light segmentation!Walk! Long-term mobile strategy! Combine mobile into the overall marketing mix! Data integration: mobile database linked to CRM, loyalty, e-mail, and 3rd party data sources! Utilize several mobile channels! In-depth metrics/ROI! Advanced segmentation ! One-to-one marketing !Run! 15. Mobile marketing maturity is accelerating! Advance Through The Stages Of Mobile Maturity! By Melissa Parrish Forrester Research, Inc. December 18, 2012 16. Close the loop and leverage ! mobile big data! ENGAGEMENT!AWARENESS!LOYALTY!Lower Funnel!Top of Funnel! Mobile Advertising!TRANSACTION! Messaging! Post Click Engagement!CRM Data Integration! We need to connect top of funnel with lower funnel! Mobile Wallet / Passbook! 17. Topics for today!Evolving mobile marketing landscape!Mobile big data in action!#MobileBigData !@JackPhilbin!The new mobile playbook! 18. When I hear mobile big data I think of! 19. VIDEO #2! The State of Mobile Personalization! 20. VIDEO #2! The State of Mobile Personalization ! I dont get customized messages generic messages only! Messages should come to me vs. me going to get them! When I opt in, I expect to receive locationaware messages! 21. Digital world data!Real world data!vs.!With computers in our pockets the concept of big data and marketing has shifted signicantly 22. What makes mobile different?!Time! Why does the consumer need the message now?!+Location! Where is the consumer located right now? !+Interaction! How does the consumer interact with you via mobile?!No other marketing channel offers the uniqueness of time + location + interaction! 23. Mobile wallets integrate time, location and interaction! 24. What unique data does mobile offer?! AWARENESS!Time! When actions occur! When purchases occur! Future purchase timing!CRM Data!ENGAGEMENT!TRANSACTION!Location! Physical location! Proximity to store! Home location!Mobile Data!LOYALTY!Interaction! Post click engagement! Passbook interaction! Mobile behavioral data!3rd Party Data! 25. Your mobile customers are your most loyal customers! Mobile subscriber spends anywhere from 3X 8X more than email!Mobile! Social! Email!Passive !! Casual !!Engaged! Loyal! 26. Whats the value of the mobile consumer?! Mobile vs. Email!Mobile vs. Social!$50,000 in sales! !$500,000 in sales! !19,000 mobile subscribers!200,000 mobile subscribers!vs.! 167,000 email subscribers!vs.! 110 million social followers! 27. Mass marketers develop a product and try to nd customers for that product. But 1:1 marketers develop a customer and try to nd products for that customer.! MarthaRogersandDonPeppers,TheOnetoOneFuture: BuildingRela5onshipsOneCustomerataTime,1997 28. One-to-one targeting in action! 29. Mobile big data helps match the right messages with the right consumers! Message/Offer 1!Consumer 1!Message/Offer 2!Consumer 2!Message/Offer 3!Consumer 3!Message/Offer 4!Consumer 4!Message/Offer 5!Consumer 5! 30. Topics for today!Evolving mobile marketing landscape!Mobile big data in action!#MobileBigData !@JackPhilbin!The new mobile playbook! 31. VIDEO #3! Advice For Mobile Marketers! 32. VIDEO #3! Advice For Mobile Marketers! Youve got 3 seconds be brief!! Avoid shot gun approach make each message specic to me! Send time sensitive offers via text notications 3 day offer! 33. Weaving mobile throughout the customer journey! DIGITAL TOUCHPOINTS! mobile opt-in!mobile5wallet5app promotion!social media! integration! social5integra;onalerts! Passbook!alertsENESSAWARENESS ENGAGEMENT TRANSACTION ENGAGEMENT TRANSACTION LOYALTY AWARENESS ENGAGEMENT TRANSACTION LOYALTY Tradi+onal Consumer Mobile In