7. INTERNET AUDIENCE GROWTH TREND 1 entry point 3 and more entry points 2 entry points + 1 % + 6 % + 35 % Annual growth Structure Source: TNS Web Index . Russia 100k+, August 2011, Monthly Reach 17,1 m users 51% of total audience 7 m users 20% of total audience 9,6 m users 29% of total audience
8. PENETRATION AND GROWTH RATES MOBILE VS WEB +6% +29% Source: TNS Web Index. Russia 100k +, 2008- 2011, Monthly Reach , % Growth
9. AUDIENCE GROWTH RATES OF WEB AND MOBILE 2009-2011 MOBILE WEB +19% +6% +17% +13% +27% +27% Source: TNS Web Index. Russia 100k +, 200 9 - 2011, Monthly Reach , %
10. RUSSIAN MOBILE INTERNET TODAY 19% 13% 5% 14% 22% 5% Source: TNS Web Index. Russia 100k +, August 2011, Reach , millions of users 12+
11.
12. MOBILE INTERNET IS POPULAR IN RUSSIAN REGIONS Source : FOM Low development level of broadband internet is the key driver of mobile internet penetration in cities < 250k
16. MOBILE INTERNET USAGE DEVELOPMENT DRIVERS Source : Nielsen, 2011 Main driver of first mobile internet connection is new phone purchase. Friendly internet access interfaces of easy handling smartphones drives users growth
17. SMARTPHONES RUSSIAN MARKET J’son and Patners, 2011 Smartphones sales volume is expected to be doubled in 2011
18. TOUCHPADS RUSSIAN MARKET J’son and Patners, 2011 Touchpads sales volume is expected to be doubled in 2011
20. MOBILE INTERNET ACTIVITIES Source: TNS Web Index. Russia 100k +, 5-25 September 2011, Monthly Reach , % mobile internet users 12+ Russia 100 000+ Moscow
21. APPLICATION USERS INTERESTS 33% MOBILE USERS DOWNLOAD APPS WHEREOF Will use Use now Source : Mobile Life Russia 2011 . Moscow, St Petersburg , % apps users, aged 16-60
26. Profound Effect on the Purchase Funnel Faster, With More Influences More Proactive More Dynamic More Inter-connected
27. Global Numbers 75% of global population with mobile device by December 2010 $119B projected mCommerce sales by 2015 500% growth in Google mobile search queries executed from ’08 - ’10 50% of subscribers making mobile payments by 2014 70 countries with100% mobile phone penetration 2X active SMS users versus email worldwide 1.5 Trillion text messages sent in the U.S. in 2009 15 Minutes average time to read SMS msg vs. 60 for email 45% subscription growth rate in India in 2010 107% mobile penetration in Malaysia in 2010 208MM Global tablet unit sales by 2014
28. Mobile is a Platform with many Applications Blue Casting Wallpaper / Ringtones Mobile WAP Camera Promo Augmented Reality Click-to-Call Branded Apps SMS QR/Bar Code Search Music Apps Mobile TV Gaming
43. It Chooses You : Peugeot RCZ Challenge To convey the beautiful interior and exterior design of the new RCZ Solution Make use of innovative iPhone features to create highly engaging advertising format. We used the in-built accelerometer to create ‘expand and shake’ format. This was the first time Apple had run this format outside of US, and third time this format had run globally. Results Standard mobile advertising provides single image engagement. Each user who engaged with the ‘expand and shake’ advertising viewed an average of 12.47 images of the car. Over 15m exposures to mobile advertising 55,746 unique users visited mobile site 74,496 pieces of content downloaded 6,592 leads generated
45. Citroen C5 Challenge Citroen wanted to refresh their brand identity, and project an air of technical innovation. Solution Built a mobile site that showcased the car, and its features, and helped convey the innovative personality of the new C5. Directed users to the site by running targeted inventory campaigns, reaching men in sport content areas, and by using specific age and gender targeting capabilities. Results Positive swings on all 5 brand metrics of between 5 & 45%. Delivered over 2,000 test drive and brochure requests, at a much cheaper price than those delivered from other media. Over 5m exposures to mobile advertising 85,746 unique users visited mobile site Research showed mobile positively increased brand metrics
46. Rimmel’s Mobile Makeup Mate Challenge To turn Rimmel users into fans. Solution Use our celebrities to create a mobile makeup mate. A central hub, where girls could find out the latest styles, get tips and advice, watch tutorial videos and ask celebrity makeup artist Liz Pugh their makeup questions. Results 145,000 downloads 40% of visitors downloaded content 14,424 SMS opt ins 116,386 visitors to the site 14,678 pieces of content downloaded 34,503 sample requests
47. (mh) 1.6m bluetooth downloads – most successful entertainment campaign in the UK and second best campaign ever. 25k podcast downloads – Two appearances in iTunes “What’s Hot” chart Achieved value worth over ten times the media investment Britain's Next Top Model Challenge Maintain engagement throughout the duration of the series. Historically, marketing activity was focussed around driving as many viewers as possible to episode 1, however, the previous series saw drastically fluctuating audience figures. Solution Opted for a mobile campaign based on bluetooth technology. The campaign ran throughout the entire series, with weekly updated content including a trailer of the next week’s show and a weekly podcast discussing the previous week, hosted by celebrity TV presenter Olivia Lee. Locations for activity included cinemas, bars and shopping malls – crucially areas where young women socialise together. Results The deal which valued the campaign at £560k was achieved for just £45k Over 12 weeks, there were 1,600,000 downloads – smashing the previous record for an entertainment campaign, and second only to a campaign which ran for 4 months
48. Supernatural Challenge Generate excitement and engagement around the series and connect with the mobility and socially active nature of the youth community Solution The idea was a community based Alternate Reality Game, in essence a treasure hunt. Linking closely into the plot-line of the new series, we developed a game centred around the players’ mobile device. Working with Warner Bros marketing team in LA and the production crew in Vancouver, we filmed teaser trailers with the actor who plays Lucifer and recorded video clues with the actor Misha Collins who plays Castiel, a Fallen Angel. This set the plot-line for the game and revealed that there were 25 symbols hidden throughout the UK. Using SnapNow technology, players would hunt the for the symbols, take a photo, send it to a shortcode number and then their score would dynamically update. The mobile device was vital to the game, as it gave almost full functionality of the online site and facilitated the capturing of the symbols. Using unique technology, the WAP site automatically configures to each users’ phone settings, meaning that it is accessible to any mobile user.
54. Goal: Drive Awareness and tune-in for Season 4 of Storm Chasers and create a unique experience for users Flight and Placement: 9/29/10-10/13/10; Variety Application, Flixster, application, Pandora application, TV.com , Weatherbug and CBS Sports Storm Chasers
55. Goal: Take advantage of the popularity of both gaming and mobile, and reach teens when they are in the element. Raise awareness about the truth campaign and spread facts about the dangers of smoking. Flight and Placement: 10/13/2010-12/31/2010; GreyStripe Application network; teen focused applications Truth Campaign
63. Strategy Match business goals and objectives to KPI’s for ongoing optimization Measurement Plan and KPI Development Identify partners and platforms that are capable of delivering consistent experiences across markets Capability and Scale Assessment Analyze the digital motivations and behaviors as it relates to mobile usage User Preference and Navigational Analysis Determine which platforms are most relevant for messaging and experience development Platform and Technology Assessment Identify the core user base that is actively in the mobile space and develop personas of ideal users Market Definition & Target Analysis
64. Organize Define relevant content to maximize utility and drive consumers towards defined KPI’s Content and Experience Funnel Knowing what resources you have available, or are willing to create, will drive the direction of future mobile initiatives. Audit Existing Initiatives and Available Assets Clearly define the mobile objectives and tie best practice examples and methods to achieving the goals Mobile Best Practice Guidelines Define messaging and rationalize media vehicles against overall Marcom objectives and targets Market Message and Traffic Drivers Ensure strong strategic guidance and consistency across initiatives by identifying, staffing and equipping a lead to oversee mobile programs Identify Lead(s), Team
65. Dynamics, principles and best practices apply globally, but market nuance must be taken into consideration Think Globally, Act Locally Ensure traditional touch points can be leveraged through mobile experiences Activate Traditional Mediums Refine and maintain the experiences for usability and conversion opportunities Stay Committed Champion a ‘beta’ mindset and be willing to learn from your mistakes and adapt to an ever changing marketplace Test & Learn Ensure measurement can be seamlessly executed across platforms to drive insights on total mobile impact Measurement Strategy Implement
66. Monitoring how consumers engage with your experiences and ladder back to business impact Continuously measure and optimize/enhance Analyze impact on the business in combination with other marketing initiatives Analyze Holistically Constantly provide fresh content, giving your consumers a reason to return and more insights to draw upon Refresh, Refresh, Refresh Optimize
67. Create social forums to open lines of communication within the organization and elevate successes Socialize Internal Communications Develop sharing platform to share best practices and learnings Share Internally Socialize
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Editor's Notes
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All of these touchpoints bring with them a profound impact on the purchase funnel, and have the ability to influence the final decision by giving users an experience that is useful, streamlined, and engaging. But the key to mobile success lies not only in the ability to create useful experiences, but also drive transaction. When it comes to transacting, mobile offers a variety of opportunities to realize bottom line revenue.
SPEAKERS NOTE: Quickly highlight some of the numbers most relevant to the client situation, do not feel the need to run through the list. Getting into some of the numbers… As you can see from the data, there has been explosive growth over the last decade, and most importantly, there will continue to be growth when it comes to m-commerce. These numbers help illustrate the growing importance of including mobile in marcoms planning, and testing the medium so your organizations are prepared and can grow along side this market opportunity. SPEAKERS NOTE: Use the below statistics to make the deck more region relevant Mobile penetration in: India = 37% (with penetration forecasted to hit 69% by 2015) China = 52% Brazil = 85% UK = 125% USA = 89% Australia = 118% Singapore = 150% Mexico = 74% Japan = 85% Russia = 139% South Africa = 101% SOURCE: Experian study, analyzed and reported by Ellen A. Romer SVP, Strategic Planning, as reported in MediaPost Research Brief, 6/18/08: http://www.mediapost.com/blogs/research_brief/index.php?p=1731 SOURCE: “Mobile Marketing in Japan” by Akihisa Fujita, appearing in Journal of Integrated Marketing Communications http://reviews.cnet.com/8301-31747_7-20019725-243.html SOURCE: Experian study, analyzed and reported by Ellen A. Romer SVP, Strategic Planning, as reported in MediaPost Research Brief, 6/18/08: http://www.mediapost.com/blogs/research_brief/index.php?p=1731, http://www.mobileburn.com/news.jsp?Id=8853 , http://mobithinking.com/mobile-marketing-tools/latest-mobile-stats
the mobile device has become the Swiss Army Knife of platforms…. Mobile shouldn’t just be a checkbox, and neither should any of the items on this list. It’s not a simple add-on to a campaign. Rather, it’s a robust platform that needs to be a key consideration during the marcom planning process, because it has the ability to influence a broad range of communications tactics: It can extend your broadcast campaign and drive engagement, beyond exposure to the message, and into active participation It can be an activation point of print campaigns, by leveraging QR or SMS short codes to drive coupon usage or database development It can extend your web experience through things like “send a shopping list to my phone” or sign up for text alerts It can be an activation point for sweepstakes entry from direct mail or out of home executions It can play an integral role in your social strategy, from customer service to location based gaming And, last but no least, it can be its own very powerful marketing medium that has massive reach and scale
While the numbers are truly impressive, it does not tell the whole story. Mobile builds bridges. It connects media to one another. So print becomes digital and interactive. Broadcast TV & Radio go from analog and passive to digital and interactive. They become a gateway to a deeper, richer experience that the consumer can choose to view and experience on the device of their choosing. Critically, mobile can also build bridges from any media to the store, which creates an unprecedented level of accountability and weaves a common thread across all mediums. In this section we will look at how some of these messaging platforms are helping create unique marketing experiences, that are helping drive more efficient targeting and more engaging experiences… that are ultimately more relevant to the user. The power of this mobile is truly colossal… because of the flexibility of the medium, the extensive range of capabilities, and the fact that these devices are becoming part of our persona.
What was once a world of one directional messaging, and praying that your target audience was reached, has now been empowered by a variety of devices and platforms that encourage active participation. Whether it be through on platform messaging, social sharing, news, reviews, location based engagements, etc. The trick is ensuring that our messaging is getting in front of the right audience at the right time… The foundations of which include: Clear Strategy and objective Segmentation of the audience Geo and time relevance Engaging messaging Linked to experiences
Highly targeted – whether targeting is based on use registration data, handset type, media consumption behaviors,etc… the mobile messging landscape offers marketers an opportunity to deliver a finely tuned message to the appropriate audience demographic Location relevant – now mobile messaging can be delivered to devices in a certain geographic area, either within a radius, or within certain areas of the store, messaging can now become more segmented and targeted than ever before Niche and reach – mobile offers marketers the opportunity deliver niche messages on a grander scale that ever before Engaging creative – with ever improving creative executions, the mobile ad medium now has the ability to bring a user into an engaging and relevant experience through rich media, video, etc… user now have the ability to access all the information and utility they need to aid in the purchase decision process mCommerce connected – for those organizations that take advantage of this opportunity, user have the ability to transact… and forge the connection between the physical and virtual worlds. This is going to be critical for any retailer as the digital shift continues and mobile becomes a larger part of the business strategy Flexibility & Instant optimization – marketers are able to see what is working in real time and switch messages (much like online campaigns) to drive maximum value to consumers. Measureable – finally… the medium is measurable, and campaigns are able to be monitored and strategies refined to continually improve and meet marketing goals. With the glut of available data, the key is to keep KPI’s clear, and report and optimize against business objectives.
This is just highlighting a few of the messaging platforms, but onces we think are most vital to the overall mix. Mobile Search: Blend the power of stated consumer interest, while on the go, and in close proximity to the physical store location and you have the recipe for driving hyper relevant foot traffic and revenue. Mobile search blends the best of web search and location awareness to drive maximum value and utility to user. Google is synonymous with search in both the web and mobile spaces, compared to its web siblings, Google's share for mobile browsing is more than 97%, and have experienced 500% growth in the past two years. Location Based: The insanely popular location based services like 4Square, BrightKite, Loopt, Facebook Places, etc are just some of the location opportunities that have marketers all abuzz lately. But for those who are not into social gaming, and don’t have a strategy for these services, we now have options like Googles Boost, that is allowing local business the opportunity to get into the LBS ad platform, and drive hyper relevant foot traffic to brick and mortar location. 4Square just surpassed 4 million users, and are signing up more than 20K users per day. And in a survey conducted Netsize, 71% of respondents said they value location aware messages and marketing. Rich Media/Video: Advertising solutions across smart devices, such as pre-app video ad formats, full-page interactive video ads, interstitials, social media enabled video ads are becoming more common place in the market today. Mobile marketers are understanding that the 300x250 web based ad is no longer going to cut it, and that the experiences being delivered need to be more robust and interactive to truly capture the users attention. While the landscape is not currently dominated with video executions, this is going to be one of the hottest growth areas in the mobile landscape over the next 3 years. SMS: Admittedly, the stuff that tends to excite brands are the new platforms and the cool new technology, but the reality is text is still one of those mediums that is most valuable and useful to the consumers. It is still very important, because it’s what everyone can do with their phone, regardless of device. SMS is huge business and will generate almost $110 Billion globally for the carriers in 2010. But the real key is getting users to invite you into their SMS inbox, that is where the true value lies, and where you can drive business results. By using SMS to distribute relevant offers, specials, links, etc… you can maintain a dialogue with your consumer that will drive greater lifetime value. But beware, users are more sensitive to spam in this environment, so use it cautiously and make it count. http://www.telecomyatra.afaqs.com/news/index.html?sid=429_Global+SMS+revenue+at+$102+bn:+report
While there are many experiences a consumer can have on a mobile device, we as marketers need to understand how vital it is that these experiences be integrated. They cannot be considered in silos, and must encourage consumers to move seamlessly across channels. Experiences need to be built on a solid foundations that includes: An interactive idea – does the experience resonate with the audience and encourage engagement Is sustainable over time – are the platforms able to be scaled, replicated, refreshed and optimized… not just used for a campaign! Expandable across channels – does the mobile experience improve or build on other forms of communication Can accommodate a variety of messages and products – is flexible enough to quickly change and support organizational business goals And targets unique audiences and deepens relationship – resonates with the core consumer and turns them into brand advocates
Deeply engaging – consumers have the ability to gather and assess all the information they would need to make a purchase decsion Unique utility – if you are not looking to have someone transact, to take a specific action, then you need to deliver some sort of unique utility to the consumer that will keep them engaged and coming back. This is one of the pitfalls I have seen many branded experiences fall into, they are happy to get people to download their app, but they give them no reason to keep coming back. This is not success, and arguably diminishes brand perception rather than helps it. Connects the virtual and physical – Technologies like mobile couponing connect the consumer to the store location, but things like store locators, inventory inquiries (to see if the item you want is in stock at the store you want to visit), customer service questions… these are all ways the mobile devices is connecting our experience. And be warned, consumers no longer differentiate between web, physical store, or mobile based experiences… they see it as a holtistic transaction with a brand, and if you are treating them separately, then you are destined for dealing with angry consumers. Facilitates social sharing – enables people on the fly to share and communicate… mobile and social are becoming synonymous with one another, mobiel is just a platform for social activation. Easily updatable – it’s a platform that is malleable and customizable, and allows companies an ability to change, update and respond mCommerce enabled – mobile commerce is growing, and companies need to embrace this, it is going to be a vital way that consumers transact, so get on the board or be left behind. Data collection – Opportunities exist to build an CRM database from these platforms. But more importantly, experiences are a wealth of knowledge, much the same as website metrics, they give insights into how people are interacting and consuming your content. Pay close attention, optimize, and always be improving Measureable – and again, measure, measure, measure… this is vital to learning and growing your business.
These are just a few of the opportunities that currently exist in the marketplace to deliver a meaningful experience to an audience, all of which can deliver utility, value and drive the consumer through the purchase funnel. iAds: While part messaging platform and part experience platform, the true power of these executions lie in the experience realm. Upon click of a standard mobile banner, a user is driven into a multi-media mobile experience that allows marketers to deliver content in rich and engaging ways. From product information, to videos, to games, to store locators and other utility based experiences… users are sent down a path of deep immersion within a branded platform. The platform weaves the iPhone capabilities (touch, shake, etc) in order to create a more immersive and interactive experience. Most importantly, marketers are able to target and measure campaign performance. While these executions are being positioned as “engagement of TV, with the interaction of digital”, the capabilities will naturally continue to grow and deliver a DR platform that can drive consumers through the conversion funnel. Also, to note, iAds is not the only product on the market that allows for this immersive in app experience, but is the one that is leading the charge and garnering the most press in the space. Branded Apps: The key within this space is UTILITY… that can mean an experience that offers information, fun, or value. In looking at some of the most successful branded apps in the marketplace (Weather.com for example), they are the ones that offer the best utility, freshest content, and give users a reason to want to keep coming back. With the glut of iPhone, Android, BB apps out there… it is not a case of if you build it they will come… it is a case of if you build it, make it valuable and unique, they may come. There is currently a debate on “is the future App based or WAP based”… we are of the opinion that if you have an experience that offers a true value to your consumer, then it doesn’t really matter. App based means that a user took the time to bring you into their world, and WAP based can be more easily reached through mobile search… these two experiences do not need to be identical, but both need to be valuable to the user, provide relevant information and be aligned with the consumer mindset while they are engaged. Augmented Reality: One of the hottest new mobile technologies, and shiniest objects, but one that also offers massive opportunity when used properly. Take, for example: Yelp Monocle, which uses the phones GPS and compass to display overlaid markers for restaurants, bars and other nearby businesses in real time. You can access reviews, tips, suggestions, etc… bringing together the mobile and social platforms that influence a consumers point of purchase behavior. Or Layar, which is a tool to browse the world. It enables exploration, for example while looking through the phone’s camera lens, a user can see houses for sale, popular bars and shops, tourist information of the area, play a live game, etc. Layar is crafted to act as a browser that allows for these different apps to be used, rather than being single purpose Gaming: an exploding marketplace as connectivity and mobile broadband penetration become more advanced. Gaming can range from the more true gamer type device like Playstation Portable, to more casual gaming experiences like Words with Friends on iPhone and Android platforms. One of the first devices to blend the hardcore gaming platform to a mobile phone will be seen on the Windows 7 mobile platform, when they link up the device with Xbox utility. While the marketing opportunities within the space are currently limited, as the market continues to grow, we foresee more options coming soon.
Maintaining an ongoing conversation with the target audience is the ultimate marketing goal, and the mobile platform empowers marketers to extend this relationship in ways we never could have dreamed about in the past. In order to make this communications effective, we need to understand the foundations of effective mobile conversation: Hyper-personal and fragmented messaging – are you able to have a conversation that delivers information or offers that a consumer actually wants in a format they want it in Relevant and timely – can you deliver you message at the right time, right place so you can influence the purchase decision Leverages consumer led dialogue – are you taking advantage of the UGC in the market to steer the conversation and illustrate an understanding of the consumer perspective Deepens customer relationship and life time value – is each conversation you are having moving your relationship towards advocacy… just like dating is a process… it can either end abruptly with hurt feelings, or it can blossom into something long term
Intensely personal – as we said, this is a very personal medium, and to be invited onto the platform is a confirmation of the consumers perceived value, this is where the hard work starts, is making the message personal and relevant, and to succeed builds life time value Highly interactive – the medium allows for consistent feedback loops and interactivity from all parties, encourage participation… it is the only way companies can learn how to best refine conversations and minimize mistakes Social activation – use the conversation to encourage social sharing and viral behavior Local activation – in the spirit of right time right place messaging, you can make your messages geo relevant CRM based communications – building a database of people who want to hear from you enables rapid message deployment and allows your brand to grow with the consumer Feedback and customer service – give customers an open forum for feedback, venting, and raising issues, which can be addressed in real time in order to minimize negative brand impact Proactive and collaborative – allows you another venue to proactively address PR issues, and also gives consumers the opportunity to provide direct feedback on products and services in order to influence improvements Measureable – and the reoccurring theme, all of these communications are measureable and can feed the system for better targeting and future communciations,
These are just a few of the opportunities that currently exist in the marketplace to have a meaningful conversation with an audience, all of which can feed a CRM system that allows for greater personalization and relevancy. Social: Mobile and social go hand in hand. They feed one another, they allow individuals to share their experiences in real time while they are moving through the physical world. Thinking back to how the consumers mindset has changed in the retail space, the social/mobile environment is being fueled by consumers looking to both share and consume information. This is a massive opportunity for marketers to influence purchase decisions at or near the point of transaction. And research proves that mobile users are more active on social networks than PC users. For instance, Comscore recently published a UK based report that shows mobile users on average spend 13 more minutes per day on Facebook mobile (45.2) vs the PC (32.4). CRM: The mobile medium can be integral platform for collecting relevant user data and building your back-end data system for ongoing communications. Using your experience to collect the data allows for greater platform value, even if the main goal of the experience is not data collection, make it easy for your consumers to engage you in a conversation. Additionally, text can be a gateway for distribution of offers. Weather is be a alphanumeric code to discounts, or a link out to a QR code, texting platforms need to be seriously considered as an integral piece of the mobile CRM strategy. Service and Reviews: For better or worse, Twitter, Facebook and other social networks have been legitimized as channels for customer feedback and support, and a high percentage of this traffic is coming through the mobile platform. Some companies like Best Buy, have embraced these mediums and are actively using them to manage customer questions, respond to complaints, and monitor brand sentiment. And these efforts have served them very well. Consumer concerns can now be addressed in real time, near the point of sale, and create and engaging dialogue that can help improve overall brand perception and consumer sentiment Push Notifications: pretty common part of modern mobile applications. It’s a great way for an app to communicate with the user without necessarily running in the background, it can be used in lieu of SMS messaging to deliver news and content, and it can also alert users of newly posted content, new deals and promotions — even geographically relevant information http://www.mobilemarketingwatch.com/report-200k-sms-messages-sent-every-second-earning-operators-812k-per-minute-10453/
Scans: Becoming a much hotter topics as of late, and being widely adopted by countries like Japan, the use of the mobile device for scan and payment is starting to go more mainstream. As payment companies start to integrate more into the carriers, the mobile device will very quickly become the wallet of the future. But this is not just limited to consumers scanning their device, it has also become a low cost method for retailers to accept credit card payments. Apps: As mobile barcoding becomes more mainstream, retailers have the opportunity to integrate gift card payment barcodes directly into the app interface. This unique piece of utility now give users a reason to keep coming back and interacting with you brand. One of the best examples is the newly launched Starbuck gift card app, that will be rolling out through regions over the next few months. Additionally, apps like Amazon have brought the shopping to conversion process all under and easy to use app Barcodes: Tools like redlaser allow users to scan barcodes on site and not only get a comparative price, but link directly to online retailers to complete the purchase process. WAP: m-commerce is becoming a much more standard form of transaction, where retailers are creating custom experiences built for the device that allow a consumer to go from exploration to conversion within a simple platform.
I know I briefly covered off on the iAds example in the Experience section of the discussion, but I wanted to come back to that quickly, because this is a platform concept that has the ability to bring someone all the way through the Messages, Experiences, Conversations and Conversion construct. While iAds is not the only platform with these capabilities, it is probably the most well known and is useful as an example. The iAd platform has fundamentally changed how marketers are looking at mobile. Say what you will about the price point for entry, the basic fundamentals of the platform are what is critical. You have in this one execution: A mobile messaging platform that has unique targeting capabilities An experience platform that can, without disrupting the user flow, deliver an immersive experience (using sight/sound/touch/video/etc), made for the mobile platform and relevant to the consumer. These platforms, while at the moment are being positioned as branding opportunities, will evolve into multi-use platforms (brand and DR), such as: CRM, click to call, mcommerce, lead generation, app download, etc. That is a very powerful experience… one that allows a user to find, interact and purchase on a single portable screen. Finally, and this will get better as it continues to evlolve, is the ability for consumers to have a conversation, view recommendations, access their social graph. All critical pieces in the digital consumers purchase consideration funnel.
Mobile builds bridges. It connects media to one another. So print becomes digital and interactive. Broadcast TV & Radio go from analog and passive to digital and interactive. They become a gateway to a deeper, richer experience that the consumer can choose to view and experience on the device of their choosing. Critically, mobile can also build bridges from any media to the store, which creates an unprecedented level of accountability and weaves a common thread across all mediums. In this section we will look at how some of these messaging platforms are helping create unique marketing experiences, that are helping drive more efficient targeting and more engaging experiences… that are ultimately more relevant to the user. The power of this mobile is truly colossal… because of the flexibility of the medium, the extensive range of capabilities, and the fact that these devices are becoming part of our persona
Carlsberg and Sky partnered to run a promotion that gave consumers the opportunity to win a Sky 3D home entertainment pack. Carlsberg were looking for a way in which they could bring the promotion to life, and we suggested the use of AR as it had a natural fit. We also conducted audience insight research which showed how prevalent the iPhone was amongst their key 16-34 male target audience. The research showed men love gadgets, and they also loved showing these gadgets to their friends in an attempt to look cool. We decided building an augmented reality iPhone application would be a great way of bringing the promotion to life. The application was game based. The user is supposed to aim cans of Carlsberg that are being thrown into the Carlsberg branded ice bucket. The game can be played with both the ‘virtual’ and the ‘real’ worlds. The virtual world showed a Carlsberg living room, and the ice bucket moved around the living room. The AR part of the app only worked when the handset was pointed at the marker that was printed onto all Carlsberg packaging. This meant that when a consumer purchased a pack of Carlsberg they could go home, and play around with the AR game in their front room. When they played the game in AR mode, the ice bucket moved around the location in which the beer pack was placed, therefore the real world. We also put the marker onto Carlsberg’s facebook page, which allowed users to print off the marker and play the iPhone game where ever they placed the marker. Within the first 5 days of launch the app has had 26,722 downloads, which is not a bad start to the campaign. The embedded analytics have shown there have been double the number of game sessions (each user played it at least twice). 28% of all users have played the game between 3 – 500 times, with 5% over 9 times. 26% of all users have spent over 10mins interacting with the app, with a further 46% spending between 1-3 mins interacting.
http://mashable.com/2010/05/26/dominos-uk-foursquare-special/ http://www.responsesource.com/releases/rel_display.php?relid=53603 In May 2010, Domino’s UK started a nationwide Foursquare promotion that rewards mayors with free pizza once a week, a deal similar to the one Starbucks. Those who merely check in on Foursquare will receive a free side dish for their patronage should they spend more than £10 (or around $14.50). Two months later, the company has increased its pre-tax profit by nearly 29%, which equates to roughly $26 million. The UK pizza retailer attributes social media initiatives and its Foursquare promotion for the gains. This UK promotion follows a successful Domino’s pilot program that launched in February 2010 which was built around a Facebook superfan initiative and affiliates’ widget that ran earlier in the year at select locations in the country. The superfan app rewarded fans of hot and fresh pizza with a promotional code linked to an offer. The code could then be redeemed when the Domino’s Fan-o-Meter hits a set number of fans. lt also devised a competition to find Domino’s Superfan King and Superfan Queen. The winner was determined by existing fans who recruit the most number of new fans to the Facebook page. The winning King and Queen received Domino’s prizes. The Superfan campaign added to Domino’s already comprehensive existing social media presence and rewarded loyal fans in addition to reaching out to new audiences. The Fan page also featured the latest Domino’s news, offers, events and details of how to order online.
Launched in 2009, this Pull Ups branded site depicts 6 families with one goal: bye-bye diapers. It serves as a hub for parents embarking on the potty training journey, with tips, tricks, promotions and advice from a community of parents. In its first 3 months, this project attracted more than 9 million visitors who spent an average of 8 minutes each on the site. In August of 2010, the brand offers an iPhone app for tech-savvy parents, equipping them with one more tool to help tackle potty training. The iGo Potty app is designed to help parents keep kids engaged and on track toward success. Parents can simply download the app and customize it to fit their lifestyles and potty training journeys by adjusting the frequency of potty reminders throughout the day. The option to set a photo or avatar makes every child feel iGo Potty is their special potty training tool. Once iGo Potty is set to keep potty trainers on track, parents and children receive special calls from “Patty the Potty” throughout the day, letting the child know it’s time to try to go by encouraging the child to answer the call. iGo Potty also offers a variety of digital rewards, like stickers and games, to keep potty training fun and motivating. The app helps parents and toddlers stay motivated by unlocking access to new rewards and games after a set number of successes are achieved. iGo Potty also encourages parents to pass along important updates and celebrations with custom reports tracking potty successes. When parents feel their child has achieved potty training success, an app-generated graduation celebration can be selected that includes graduation theme music, balloons and streamers. Parents can then print out a diploma suitable for sharing and hanging on the refrigerator to commemorate the achievement. Source: http://popsop.com/37802
Vodafone commissioned its first ever drama series to be played out across social networks and mobile during Summer 2009. Who Killed Summer? was a groundbreaking new series, which fused real-time footage from the summer’s best music events - including Vodafone events - with pre-shot content to produce an exciting and ambitious social media based whodunit. The series was available online and on mobile via a downloadable application to Vodafone mobiles, a widget on Vodafone's Music Studio MySpace page and the official series website. In execution, Vodafone carefully leveraged the strength of different social platforms and used each platform to its strength. There were videos on You Tube, Photos on Flickr, character pages on Facebook, content seeded on music globs and entertainment websites and Twitter Feeds from the production crew. Crucially, the campaign also ran across a mobile app, enabling users to follow the drama while on the go. In the guise of a reality show, WKS documented the adventures of six music lovers as they hung out at Europe’s top music festivals. The content went live on WKS09.com within 24 hours to maximize its relevance. The campaign was a big success. There were 1.9M content viewing and 600,000 downloads of the WKS mobile app. Moreover, viewers of the show were twice as likely to recommend Vodafone to friends and family and 62% said they preferred to be with Vodafone. As a multi platform engagement it was crucial that each platform could also stand on its own. Paid media within social spaces was in important catalyst at launch and viral seeding lifted viewings by nearly 450% post launch.
Starbucks Brands are increasingly using mobile gaming services, like foursquare, to add relevance to their consumers’ experience, build engagement and ultimately reward them. Users are invited to check into locations to earn “badges”, supply and read user tips and reviews of the establishment. Regular visitors of a venue can become ‘mayors’ who are sometimes rewarded with free products/svcs from the brands for their loyalty. Starbucks is one of the first to launch a promotion on the geo-location service Foursquare. While Starbucks, already rewards frequent customers with the Barista badge on Foursquare — is officially turning on the rewards side of its experimental Foursquare loyalty program with the first-ever nationwide mayor special. In a program that launched in May of 2010, mayors of individual Starbucks stores can unlock the Mayor Offer and enjoy a money-saving perk for their frequent store checkins. The deal offers customers a $1 discount on a Frappucino via message that reads “As mayor of this store, enjoy $1 off a NEW however-you-want-it Frappuccino blended beverage. Any size, any flavor. Offer valid until 6/28.” The Foursquare offer was unveiled via Twitter to the brand's nearly 900,000 followers. A grand majority of Starbucks' 11,000 U.S. locations participated. What makes this unique is its found the intersection between the digital world and the actual tangible store. Brands can reward loyalty through special offers, promoted either using advertising products or broadcasting offers to their fans. In the UK, Starbucks rewards “fans” of the brand via Facebook and delivers offers and promotional events on the social site. Special offers are not the only way of encouraging brand loyalty. Engaging individual users in conversation creates a great user experience and also gives the brand more of a personality. Source: http://mashable.com/2010/05/17/starbucks-foursquare-mayor-specials/ http://www.clickz.com/3640371 Others… Loopt's new Looptstar lets users check in to different locales to not only compete with friends (a laFoursquare and Gowalla), but to also allows users to check in for rewards from many retailers and earn rewards after a reasonable number of visits. Gap is offering Loopt users who check in to a Gap store twice a 25% off coupon. Additionally, Burger King is giving away a free coffee or soda with a burger purchase after three check ins and Universal is handing out five free songs to users who check in at a bar. Source: http://www.walletpop.com/blog/2010/06/23/location-based-coupons-from-sports-authority-eye-fi-and-more/#ixzz0tV2WHLrH http://mashable.com/2010/06/01/loopt-star/
Moving into the strategic imperatives, The first and most critical step is to define the market and execute a target analysis. In order to deliver a relevant and engaging experience, we need to have a clear understanding of the user base, how they use the devices and what behaviours they exhibit. We need to be able to answer the questions of: what percent of my core audience demo is actively engaged in the mobile space do we need to niche segment the audience or is a high reach/high frequency program the goal. If it is a niche segment, then we need to understand what kind of offers or experiences will resonate with this group to incentivise action If we have executed a program in the past, what learnings can we bring forward to make this message more targeted, experiences more relevant and content more compelling. Next step is to understand how a user prefers to be communicated and interact through this platform We need to understand what motivates a users behaviour, and what are the key triggers we can exploit to engage the audience. Execute research that defines these audience segments and map them back to business units and offers that are most relevant Track the audience segment behaviour within the experiences to develop more relevant offers, content and updates to the user base. The next step is determining how the program will be measured, what pieces of information are critical to obtain, and how that information ladders back to business objectives. The definition of KPI’s will be critical in defining success and associated tactics, so taking the time to set these metrics up front will be critical. Things we need to consider when devising KPI’s: What are the expectations of the program, in terms of traffic, engagement, social share, video views, purchases, reach, frequency, etc Evaluate if these goals and expectations are realistic when compared to what you know about the user, the platform capabilities and experience funnel being produced. For instance, if the experience and expectations do not mesh ie. Your goal is sales, but the platform is not m-commerce enabled, one of the program components needs to be revised. Devise an optimization schedule and benchmarking strategy. Decide on if it is best to optimize based on a time based methodology (ie. Every two weeks) or volume based (ie, every 50k visitors). For instance, if you only expect to drive 50K users over three months, then a time based optimization may be best. But if you expect to drive millions of visits, and are quickly generating statistically significant data, then volume based optimization is more realistic. Next, understanding the platform and technology that will be the base of the program is critical for making the program effective, scalable and sustainable This step includes both the analysis and viability of the marketing platforms as well as the technology platforms that the experiences are built on. Does the marketing platform deliver the type of scale, efficiency and technical capabilities that are necessary for supportig your message Does the technology platform and experience scale across OS platforms, languages/borders, and have the ability to fulfil on the desired action you want consumers to take In order to answer these questions, a robust analysis must take into consideration the following Is there a consolidated region/global brief that clearly defines expectations and goals Development of a candidate partner list of potential providers, understand the individual capabilities, and how each provider can help in achieving the objectives of the program. Organizations also need to understand where the funding for each component will come from, ie. Does mobile app/WAP development come from IT, ad space cost from marketing, content development from PR and contest promotions from corporate communications? Knowing where the funding is coming from and having teh necessary stakeholders involved early will help minimize roadblocks and ensure a smooth process. Finally, making a decision on the proper list of media and technology providers will be critical in making sure strategies stay on target and expectations are clear. Finally, we need to have a clear understanding and grasp on the types of partners we are looking to enlist, what kind of scale can they operate on and are there any limitations to the service offering that would hinder our ability to scale the program outside of teh current test and learn mode, to a larger national or global program.
Next comes one of the most intensive and critical pieces of the overall puzzle: getting organized! This takes internal resource analysis, decision making, role delegation, critical thought, and most of all… time! First and foremost, you need to identify the internal resource, or resources, that are responsible for your programs. Ensure they are strong strategic thinkers who can lead cross department collaboration. Those skill sets are mandatory and will be critical for keeping the ship on course. Audit existing assets and initiatives to find out what you can leverage. Know up front if you will need to make additional investments in content development, what can you reuse from PR/Creative/Marketing departments. Knowing the tools you have available to you will save countless hours of frustration during the executional phase. Then, we need to establish mobile best practice guidelines that will be pervasive across the organization. These guidelines should be developed with industry best practice in mind, and even based off of case studies, but always under the lense of how mobile can achieve your organizations very specific business objectives. These guidelines should take into consideration the following: Mobile principles should include the following considerations: who is responsible for content development, how often site content will be updated, what types of content should be displayed, who is responsible for developing timelines and managing the process, what social information is linked into the experience, who is responsible for making optimization recommendations and decisions, who is responsible for reporting the successes/failures to stakeholders and sr management, what mediums will include mobile tie-ins, etc Another major point of executional consideration is how the experience will be locally relevant and leverage the unique capabilities in each market. How do we make this scalable to drive maximum value from the investment. Third we need to take the strategic insights and map them to a tactical experience that will be the centrepiece of the campaign. Based on the business goals and objectives, we need to define relevant and useful content that will maximize utility to the user and ultimately drive the consumer towards the desired actions. Included in this step are: a complete audit of all creative, video, site and media content that a mobile user will find interesting, engaging and easy to digest on the platform. Please note, while having an abundance of content available for use, does not mean you need to use it all. Think about what would make sense on the platform, and that will engage a user and move them along the purchase funnel... Ie. Its not a great idea to have pdf product spec sheets in this space, but instead use a “sign up for more information” where you can start an email or direct mail dialogue. Make sure you continually filter the content that will end up on the experiences through the test of: does this offer utility, can if be delivered quickly, does it enhance the user experience... If any of these answers is no, then it should not be part of the experience. Finally after the best practices have been established and you understand the platforms capabilities, you are ready to develop the market message and contract the traffic drivers. Some things to consider when taking this step Because there is now a firm understanding of the experience capabilities, the market message will be developed and communicated without the possibility of over-promising and under-delivering. This filter is critical in maintaining a user experience and thus a positive brand association in the space. Define a messaging cadence to the audience... does it align with your traditional message or is it unique, does it support corporate objectives and lead consumers to engage. Define the targeting capabilities of the publishers and leverage the unique characteristics of each Define the media mix and weighting of messages to avoid burnout and maximize relevance Define R/F and performance objectives and optimize the program to those metrics
Now comes the fun part. After all the long hours of listening, thinking, and organizing… it is time to go to market. Some key pieces to remember as you wade into the social world. Go into this with a mindset that you will fail. But fail quickly, learn and make it better. Commit to investing in the right tools/resources for continuous learning, and act upon insights. Remember that one platform is not globally ubiquitous. Understand the market nuances and cater your messaging to those environments on a local level. Consumers will be more willing to listen to you if you speak to them on platforms they are comfortable with. Make sure that the mobile experiences you are putting into market are leveraging all other media touch points, expecially making call out to things suck as broadcast campaigns, print ads, direct mail, etc Make sure the measurement strategy is in place form the beginning and that as the campaign launches, you are ensuring that proper data collection is happening on the back end, this will be critical for reporting and optimization as the program continues. Staying committed… failure will happen, but refining the approach and maintaining the experiences will lead to positive outcomes on the back end. By maintaining these experiences, you are enabling your consumers to connect with your brand at any point in time.
So you have been to market, and now it is time to make the next program better, a few things to remember in this process. Keep measurement and optimization as a consistent elements of everything you do. How does the last program impact the strategy for the next, what were the successes we can build on, what are the pitfalls to avoid in the future. Remember that content is king. Give people a reason to keep coming back. The more they come back, the more insights you are able to generate, and the better informed your decisions will be down the road. Don’t keep mobile in a vacuum. Make sure you are measuring the entire impact of all your marketing initiatives. Mediums are not mutually exclusive and should not be measured as such… the whole is greater than the sum of the parts.
Finally, sharing is the key to making sure your organization continues to support and build on the momentum you have created in the social space. Share, share and share some more… execute your own internal social program. Develop a platform to keep your internal stakeholders informed of what is going on. Make sure successes are socialized within the organization from the C-suite to the mail room. Rallying the company behind successful initiatives garners ongoing support and investment. Create internal forums to make sure best practices are shared to the global network. This enables others to learn and benefit from your experiences. By making the process scalable, you have just saved the company time, resources, and most of all money.
