Take Advantage of Mobile Marketing to Build Business Success
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MARKETPLACE 2016
Finland
Estonia Norway
National emergency alert
Voting Tax returns via SMS
Spain
SMS signatures legal
48 hours
Of video are uploaded to YouTube ever minute
300M
photos are uploaded to Facebook everyday
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7.2
2.5 2.1 1.7 1 1.1
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People Bank Accounts Televisions PC Landlines Automobiles
(in billions)
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Intro
• $30 billion mobile ad spend 2015 • More searches on mobile than desktop • More eye time spend on mobile (198 min) than TV (168 min) (Flurry)
• Now the 1st screen
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CONNECTION WITH CUSTOMER
63%
Annoyed at generic brand messages
55%
Want personalized experiences
Accenture Marketo
Tesco HomePlus QR Shopping (South Korea)
• Nov 2010 – Jan 2011 • 10,287 online store via mobile • Members rose 76% • Online sales 130%
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Mobile Ads
• $30 billion ad spend 2015 • Native Ads - Increase • Behavioral data to target - Increase • Ad Blocking • Advertise on popular apps to get exposure
McDonald’s Interactive Billboard
• Photo Catch • Using cell phone camera • Get one free
• Pick & Play • No app • picknplay.se • Geo-location • Play on big screen in real-time • Last 30 sec get digital coupon
w/directions
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Mobile searches trigger a follow-up action
On average, each mobile search triggers
75% 1.89
follow-up actions
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More likely to be in a store when strongly tied to
specific contexts
Follow-up conversions happen within an hour
2x
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Mobile Coupons
• Interactive
• Exceeds average usage
• Drove 100,000+ app downloads and new social
media followers
App Half-Life (The Dirty Little Secret)
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News Health,business,
communication
Shopping,media, lifestyle,
travel
Social Games
Lose half of users within 3 months of reaching peak number of monthly
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40-70
Number of apps installed
72%
Deleted app because rarely used
Millward Brown Digital (2015)
North Face (China) • Stake virtual claim • Live score kept on web &
outdoor electronic board • 18 days
• > 2 million unique visitors to web
• > 651,000 red flags planted • Champion > 4,000
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Consider First
• Do you have customers • Do you understand target market • Do you have a viral strategy • Do you have money for marketing • DO you have experience building an app or software • Do you ask what’s “CUSTOMER JOURNEY”
Web Native Browser
Requires connection Somewhat limited capability
Static Interface
Installed Can work offline
Full phone features Interactive
Speed
Development Costs
App Store
Approval Process
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(Deferred) Deep Linking
• App Hopping (future)
• Increase app activation and post-install conversion rates 15-30%
• Travel 29% of Top 40 apps have deeplink tags
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Proximity Marketing
• Beacons: lack luster in reality • Spottty tech, lack of creativity,
spammy push that relies on app download
• Beacons to deliver 1.6B coupons annually by 2020
• NFC also growing
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Mobile Wallet (Pay)
• Consumers more comfortable with mobile pay (11th annual ForeSee Experience Index (FXI) 2015 Retail Report)
• 28% 2015 • 21% 2014 • 11th annual ForeSee Experience Index (FXI) 2015 Retail Report
• Target and WalMart • Rite-Aid
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Mobile Wallet (Coupon)
• 3x lift in coupon redemption
• Drove a 68% lift in average order value
• Exceeded the client’s coupon redemption goals by 150%
• 400% lift when combined with location
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Lufthansa App
• Boarding pass • Up-to-date flight info • Seat numbers • Terminal numbers • Weather
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• Intent trumps demographic on mobile marketing
• Don’t be everything to everyone • Right Tactic – Right Strategy • Prepare for the future • Metrics are critical
Mobile: The Next Mass Media
Legacy • Print • Cinema • TV • Radio • Internet
MOBILE • Permanently carried • Always connected • Built-in payment • Augmented reality • Audience measurement • Capture social context of
consumption
•and finally…
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Judd Wheeler jwheeler@3c.com 3Cinteractive
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