Take Advantage of Mobile Marketing to Build Business Success

MARKETPLACE 2016 POWERPOINT TEMPLATE

MARKETPLACE 2016

Take Advantage of Mobile Marketing to Build Success

Judd Wheeler 3Cinteractive

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“The future is mobile”

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“The future is mobile”

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Finland

Estonia Norway

National emergency alert

Voting Tax returns via SMS

Spain

SMS signatures legal

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Mobile Moment

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48 hours

Of video are uploaded to YouTube ever minute

300M

photos are uploaded to Facebook everyday

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Digital Identity is Worthless –

Digital Footprint is Priceless

(Tony Fish)

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80%

Smartphone penetration

64.4%

Baby Boomer smsartphone penetration

Neilsen

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46/day

55+ access their phones

8 min.

17-25 checks their phone

7.2

2.5 2.1 1.7 1 1.1

0

1

2

3

4

5

6

7

8

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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1st Screen?

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CONNECTION WITH CUSTOMER

63%

Annoyed at generic brand messages

55%

Want personalized experiences

Accenture Marketo

SMS

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90% / 98% read in 3 min / of text message read

Oxygen8

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SMS

SMS

•Hook

•Compliance

•Stop means Stop

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Email

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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

Location-Based Ads • Geofencing

• Geo-conquesting

• Geo-behavioral

• Retargeting

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Mobile Web Site

• Mobile vs Desktop decline

• Responsive / Adaptive

• Search

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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 at home or work

On the go

77%

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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

55% MARKETPLACE 2016

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Mobile Coupons

1.05B

2019 (estimate)

560M

2014

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Mobile Coupons

• Interactive

• Exceeds average usage

• Drove 100,000+ app downloads and new social

media followers

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App Download = Vanity

App Half-Life (The Dirty Little Secret)

0

1

2

3

4

5

6

7

8

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

•More than PAY

• Coupon

• Stored Value Card (eCard)

• Loyalty Card

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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)

• 18% use more

• Never delete

• 85% would use more

(Forrester)

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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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Camera

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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

“Put your best people on mobile.”

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Mobile: The Next Mass Media

Legacy • Print • Cinema • TV • Radio • Internet

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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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Mobile is Personal

Judd Wheeler [email protected] 3Cinteractive

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