CPG Mobile Marketing Strategy

*mobile strategy and vision horizon for CPG

Cont

act

Shaun QuigleyVP, Mobile Practice Director squigley@brunnerworks.com412.995.9500 phone@squigster

*mobile strategy and vision horizon for GSK

Recap the Mobile Landscape

CPG Mobile Roadmap

Mobile Workshop

1

23ag

enda

20112001

Finding, sharing, converging

Morgan Stanley, April 2010

50 minutes a day

coviewing

content appetites are evolving

2010 Leo Burnett And Arc Worldwide

79% use smartphone for shopping activities

Strong Web

Presence

the new convergence

identify key opportunities/ challenges where mobile can provide a solution or support business goals

identify unmet needs and goals of the customers that most closely align with those opportunities

develop a vision around how mobile will fulfill those business and customer needs (and prioritize them)

123st

rate

gy

roadmapthe vision horizon

2011 2012 2013

50% Smart phone

Mobile website Mobile search

Lay the mobile foundation

Mobile apps Mobilized sales team

Mobile advertising

Mobile is a “first” consideration

All content is mobileMobile couponing

Mobile at shelfExperiential

Vertical/trade

Mobile is part ofconnections plan

Mobile Desktop>CPG Mobile

Roadmap

journey understand the consumer

Mobile search, reviews, expert/sales toolsQR codes

Mobile ads, sponsored apps, events, SMS

Mobile couponing, retail tie-ins

Mobile apps

Mobile social/connections

Mobile content/ CRM

If 5% come from mobile, target separately

(CTR is 3x higher)

65% say mobile couponing is best form of mobile marketing

½ of prescriptions filled from mobile suite are using “Refill Scan”

Mobile search, reviews, expert/sales tools

Mobile ads, sponsored apps, events, SMS

Mobile couponing, retail tie-ins

Mobile apps

Mobile social/connections

Mobile content/ CRM

2011 2012 2013

50% Smart phone

Mobile website Mobile search

Lay the mobile foundation

Mobile apps Mobilized sales team

Mobile advertising

Mobile is a “first” consideration

All content is mobileMobile couponing

Mobile at retailMobile at shelf

Experiential Vertical/Trade

Mobile is part ofconnections plan

Mobile Desktop>GSK Mobile Gameplan

workshopmobile

QUESTION

What percentage of site traffic is coming from mobile? ________________________

What content are mobile visitors accessing? ________________________

What social traffic is coming from mobile? ________________________

How much of my paid search traffic is coming from mobile? ______________________

What are my competitors doing in mobile? ______________________

What types of devices are most common for my target? ______________________

What mobile content is most relevant for my target? ______________________

How are my retailers are using mobile? ______________________

Which apps are relevant to my business? ______________________

What success metrics make sense for my brand? _________________________

Mobile To-Do List Knowledge is power. Who can best help you answer these questions? List multiple parties if you’d like.

PARTNER/RESOURCE

Mind the GAP! When planning a mobile marketing strategy, remember to mind the gap: Goals. Audience. Platforms.

How can mobile help you achieve your business goal?

How would you see your target audience using mobile?

Circle the platforms that are most for your audience:

SMS /TXT iPhone Android

Blackberry iPad Other phones/tablets

Mobile Content This section is designed to help you record your ideas and your initial vision. List your initial thoughts of what can and cannot be mobile in your mix. Forget about constraints.

1.

2.

3.

4.

5.

1.

2.

3.

4.

5.

Mobile Web Successful mobile websites and applications will do fewer things, but do them better. Screens are small, and connection speeds are slow. For your brand, what are the three most critical pieces of information for the user based on these scenarios.

On the Go? In The Store?

Mobile Search Mobile search ads have a 3x higher click through rate. The query lengths are shorter, and the most desired results are local. Users have a limited attention span.

1. What’s the search phrase you’re trying to win?

2. What’s your ad say? 3. What’s your call to action?

Mobile app Typically, the best apps have some form of utility or entertainment (or both). What might be relevant for your brand? How will you take advantage of LoSoPhoMo.?

Write down one idea for utility:

Write down one idea for entertainment:

How could you use the GPS (Lo)

How could my make the experience shareable? (So)

How could you use the camera or video camera (Pho)

What is a success measure for your app?

Cont

act

Shaun QuigleyVP, Mobile Practice Director squigley@brunnerworks.com412.995.9500 phone@squigster

*mobile strategy and vision horizon for CPG