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Mobile: Shaping the Future of Marketing Innovation

Mobile: Shaping the Future of Marketing Innovation. Stephanie Bauer Marshall Director, Precision Market Insights from Verizon. Most Overused Headline of the Decade. That’s SO Last Year. Powerful Devices & Powerful Networks

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Mobile: Shaping the Future of Marketing Innovation

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  1. Mobile: Shaping the Future of Marketing Innovation Stephanie Bauer Marshall Director, Precision Market Insights from Verizon

  2. Most Overused Headline of the Decade

  3. That’s SO Last Year Powerful Devices & Powerful Networks Mobile phones are now indispensable, with usage becoming more and more sophisticated. The US will pass 200 million mobile Internet users by 2016, nearly tripling the number from 2010. In 2013 alone, 75 million Tablets will ship worldwide. Source(s): eMarketer, April 2012, confirmed and republished, Aug 2012

  4. Phones are an integral aspect of a consumer’s life • 337.1M • 55.5% • 58.1% • mobile phones are owned by US Consumers in 2012 • of mobile phone users use Smart Phones; 43.1% of US population • of mobile phone users use mobile internet • Source: eMarketer & MAGNAGLOBAL as cited in YuMe and IPG media Lab, “Are all screens created equal?” Sep 17, 2012 • Source: eMarketer, April 2012; confirmed and republished, Aug 2012 • Source: eMarketer, April 2012; confirmed and republished, Aug 2012 • Cross-channel 2011 holiday shopping behavior, US smartphone users: • 46% researched on smartphone, went to store to purchase • 41% researched on smartphone, purchased on smartphone • 8% visited store, then purchased on smartphone • Of particular note are the facts that 79% of smartphone owners use their mobile devices to shop and that 59% of the people who do a local search end up visiting that business after conducting the search. • Source: eMarketer & Google and Ipsos OTX, “Post Holiday Shopping Intentions Study”, Jan 2012 • Source: Jamie Turner, the 60 Second Marketer, 2012 http://60secondmarketer.com/blog/2012/10/10/data-on-mobile-marketing/

  5. Bar graphs do not do justice to the scale at which the world now operates We have now reached the Zettabyte Age Mobile represents a larger data share than ever Source(s): Creative Commons Attribution-ShareAlike 3.0 New Zealand License

  6. Mobile marketing is about catching consumers on the go and driving them to take action

  7. Understand Transact Engage Effective mobile marketing requires a closed loop approach Requirements for Closed Loop Mobile Marketing • 1Understand (Measurement) • Understand which audience segments to target • 2 Engage (Targeted Marketing) • Deliver relevant Mobile Ads to target segments • 3 Transact (Adoption) • Drive response through easy mobile payment

  8. Understand Transact Engage Common Challenges to “Understand” Consumers in Mobile • Understand (Measurement) • Understand which audience segments to target • Limited insights & measurement capabilities available • Difficult to prove ROI from mobile • Lack of clarity on how to make mobile an integral part of the marketing mix

  9. Carriers are developing solutions to help marketers “understand”

  10. Understand Transact Engage Common Challenges to “Engage” Consumers through Mobile • Engage (Targeted Marketing) • Deliver relevant Mobile Experiences to target segments • Need behavioral insights • Must have relevant and engaging content • Must deliver the right message, to the right audience, thru the right channels • Lack of ‘cookie’ technology for mobile

  11. Creating a Compelling Mobile Experience • Consumers demand the latest content Making it RELEVANT Making it LOCAL Making it ENGAGING

  12. Case Studies: NFL

  13. Add Mobile Engagement Triggers to Your Traditional Media StarStar Codes Print Radio Outdoor Television 1. See the ad 2. Dial the **CODE 3. Engage the consumer

  14. Add Mobile Engagement Triggers to Your Traditional Media QR Codes Results: 150,000+ mobile scans over 3 months = The most successful QR Code campaign in North America at the time.

  15. Follow the Mobile Consumer… on the device

  16. Understand Transact Engage Common Challenges to Enable Consumers to “Transact” through Mobile • Transact (Adoption) • Drive response through easy mobile payment • Consumer experience must be easy • Consumers may be reluctant, unaware, or unable to transact on mobile

  17. Carriers are developing solutions to help marketers “transact” The mobile device now enables the platform for transactions • This is the next step in the Customer/Carrier relationship and is why the headline “2013 is the Year of Mobile” may be the last one you see.

  18. …and the external momentum is not slowing

  19. Privacy = Transparency, Choice, & Control • For Verizon, privacy is very important and as we are developing these solutions – Privacy by design: transparency, choice and control are critical for us.

  20. Understand Transact Engage Key Takeaways • Understand your consumer • Engage with your consumer • Transact with your consumer • Rinse. Repeat.

  21. QUESTIONS? Thank you!

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