Cpg Mobilestrategy 110531084101 Phpapp01

8/12/2019 Cpg Mobilestrategy 110531084101 Phpapp01

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*mobile strategy and vision horizon for CPG


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C

ont

act

ShaunQuigley

VP, Mobile Practice Director

[email protected]

412.995.9500phone

@squigster
mailto:[email protected]:[email protected]


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*mobile strategy and vision horizon for GSK


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Recap the MobileLandscape

CPG Mobile Roadmap

Mobile Workshop

1

2

3age

nda


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20112001

Finding, sharing, converging


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Morgan Stanley, April 2010


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50 minutes a day


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coviewing


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content appetites are evolving


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2010 Leo Burnett

And Arc Worldwide


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79% use smartphone for shopping activities


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ShopperMarketing

Mobile

DigitalMedia

Strong

Web

Presence

the new convergence


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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)

1

2

3strat

egy


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roadmapthe vision horizon


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2011 2012 2013

50%Smart phone

Mobile website

Mobile search

Lay the mobile

foundation

Mobile appsMobilized sales team

Mobile advertising

Mobile is a first

consideration

All content is mobile

Mobile couponing

Mobile at shelf

ExperientialVertical/trade

Mobile is part of

connections plan

Mobile Desktop>CPG Mobile

Roadmap


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journeyunderstand the consumer


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Mobile search, reviews, expert/sales tools

QR codes

Mobile ads, sponsored apps, events, SMS

Mobile couponing, retail tie-ins

Mobile apps

Mobile social/connections

Mobile content/ CRM


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If 5% come from

mobile, target

separately

(CTR is 3x higher)


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65% say mobile

couponing is best form

of mobile marketing


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of prescriptions filled

from mobile suite areusing Refill Scan


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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


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2011 2012 2013

50%Smart phone

Mobile website

Mobile search

Lay the mobile

foundation

Mobile appsMobilized sales team

Mobile advertising

Mobile is a first

consideration

All content is mobile

Mobile couponing

Mobile at retail

Mobile at shelf

Experiential

Vertical/Trade

Mobile is part of

connections plan

Mobile Desktop>GSK Mobile

Gameplan


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workshopmobile


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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 thesequestions? List multiple parties if youd like.

PARTNER/RESOURCE


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Mind the GAP! When planning a mobile marketing strategy, remember to mind thegap: 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


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Mobile Content This section is designed to help you record your ideas and yourinitial 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.


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Mobile Web Successful mobile websites and applications will do fewer things,but do them better. Screens are small, and connection speeds areslow. 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?


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

1. Whats the search phrase

youre trying to win?

2. Whats your ad say?

3. Whats your call to action?


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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?


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C

ontact

ShaunQuigley

VP, Mobile Practice Director

[email protected]

@squigster
mailto:[email protected]:[email protected]


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*mobile strategy and vision horizon for CPG

Cpg Mobilestrategy 110531084101 Phpapp01

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