Transcript
Lifetouch May 31, 2012
WHICH SCREEN IS YOUR “FIRST SCREEN?”
WHAT DOES “MOBILE” MEAN FOR EXECS AT YOUR COMPANY?
THE SMARTPHONE: MASS ADOPTION IS HERE
• 89% of online consumers (15+) own a cell phone– 48% own a smartphone– 52% own a feature phone
• Worldwide smartphone market grew 61% in 2011 (exceeding a 55% estimate) Source: IDC.
• 19% of US Consumers own tablets (Pew, Jan 2012)
• The smartphone paradox: penetration among young people in the lowest income bracket exceeds older people in wealthiest bracket
SMARTPHONES: THE BIG 5
66% use daily
78% use daily
87% use daily
58% use daily
50% use daily
PUSH
• Engagement • Retention • Interaction • Re-activation • Intimacy
CONTEXT: RIGHT CHANNEL. RIGHT MOMENT.
X X X
• Influence• Brevity • Accessibility• Interaction • Versatility
• Connection• Self-Expression• Entertainment• Discovery• Control
• Familiarity • Manageability • Trust & Privacy• Relevancy • Exclusivity
SMS
• Immediacy • Action• Portability • Intimacy • Disruption
XPUSH
X
SMS IS A CRITICAL CHANNEL IN MOBILE STRATEGY
• 70% of feature phone owners don’t plan to buy a smartphone as their next device (Feb 2012) – They plan to sign up for two more
years of service on their regular handsets
• 78% of smartphone users SMS daily.
• 33% of smartphone users SMS constantly throughout the day.
SIX KEYS TO DESIGNING A SUCCESSFUL MOBILE STRATEGY
Customer Experience: 1. Message urgency & portability
2. Context: “Marketing to the moment”
3. Customer thinks it’s “worth it.”
Marketing Operations: 4. Established measurement plan
5. Opt-in strategies (web, mobile web, app, print, physical locations, call center, etc.)
6. Execution: Promotion, signage & training
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