*mobile strategy and vision horizon for CPG
CPG Mobile Marketing Strategy
Sep 12, 2014
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*mobile strategy and vision horizon for CPG
*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?
*mobile strategy and vision horizon for CPG
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