Advanced Mobile Marketing
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The document discusses trends in advanced mobile marketing. It highlights findings from an IBM study that CMOs plan to increase their use of social media, customer analytics, CRM and mobile technologies in the next 3-5 years. The top priority for many CMOs is enhancing brand loyalty and advocacy through mobile engagement. The document then outlines six key mobile marketing trends: 1) the mobile ad paradox and alternatives to interruptive ads, 2) mobile ads as a service, 3) gamification and rewarding consumer engagement, 4) combining mobile, physical signals and social data, 5) using mobile to reduce pain points in the retail experience, and 6) facilitating mobile social discovery between users.
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Advanced Mobile Marketing
- 1. Advanced Mobile Marketing SES Hong Kong 2012 September 12, 2012 andy@i-influence.com andy@i-influence.com 1
- 2. CMO’s top 4 areas of tech investment Social media Customer analytics CRM Mobile 82% 81% 81% 80% Technology that CMOs Worldwide Plan to Increase Use of in the Next 3-5 Years. “From Stretched to Strengthened: Insights from the Global CMO Study.” IBM Study, Oct 11, 2011 andy@i-influence.com
- 3. More than just getting fans #1 priority: Enhance brand loyalty & advocacy 67% of CMOs. IBM Study andy@i-influence.com
- 4. Give customers what they want Tools for Recognition Advocacy and Rewards Good Product & Service Involvement Surprises & & Discovery collaboration andy@i-influence.com 4
- 5. Some ways to use mobile for better engagement, loyalty and advocacy 5
- 7. Trend #1 The mobile ad paradox andy@i-influence.com 7
- 8. Mobile ads are booming andy@i-influence.com Source: Mediamind, Q4 2010–Q1 2011, EST, North America 8
- 9. Banner ads are great…or are they? andy@i-influence.com 9
- 10. Same format. Smaller size andy@i-influence.com 10
- 11. andy@i-influence.com 11
- 12. Can mobile ads actually hurt a brand? College students are more likely to be annoyed by mobile ads, and less likely to purchase product after seeing one andy@i-influence.com http://www.emarketer.com/Article.aspx?R=1009301&ecid=a6506033675d47f881651943c21c5ed4
- 13. Interruption marketing is dangerous What works better? andy@i-influence.com 13
- 14. Users are focused on their mobile app experience Can we deliver ads that don’t interrupt? 14
- 15. Trend #2 Mobile ads as a service 15
- 16. Good service Something of value Something that enhances the user experience 16
- 17. Facebook mobile sponsored stories CTR 11x higher than FB desktop ads andy@i-influence.com 17
- 18. Google mobile search ads 13% CTR andy@i-influence.com 18
- 19. Real rewards for virtual achievements 35-40% engagement andy@i-influence.com 19
- 20. Trend #3 Life can be so much more rewarding 20
- 21. andy@i-influence.com 21
- 24. Engage and reward wherever your brand is Social Websites Offline properties & Apps Like Download Check in Comment Visit Scan QR code Share Register Purchase andy@i-influence.com
- 25. Gamification showing early promise Monthly Visits Engagement Email Clicks 10X 10X 2X Basket Size Repeat Purchase 35%+ 36%+ andy@i-influence.com Source: CrowdTwist
- 26. Trend #4 Mobile Device+ Physical world signals + social signals 26
- 27. andy@i-influence.com 27
- 28. The VIP Fridge Magnet http://vimeo.com/37456018 andy@i-influence.com 28
- 29. NFC: the next wave of data explosion Richer user-to-device interactions identity | upload | download andy@i-influence.com
- 30. Powering peer-to-peer rich data exchange andy@i-influence.com 30
- 31. Sensors to detect when customers need you Video Motion / movement Location Temperature Pressure Pulse Chemicals Audio Humidity Connectivity Database andy@i-influence.com 31
- 33. 33
- 34. Retail Pain Points Wait to Browse select Get more Praise or Pay & earn get in products product info complain SOCIAL LAYER: Review and Share How can mobile reduce the pain associated with each? andy@i-influence.com 34
- 35. Great Time Saver + Integrated Ad andy@i-influence.com Tesco Korea
- 37. Trend #6 Mobile Social Discovery 37
- 38. People don’t talk about brands They talk with each other about brands in passing andy@i-influence.com 38
- 39. Social communities I constantly seek Parents Marketers Poker Players andy@i-influence.com 39
- 40. SES Hong Kong connects me with people pre, during and post SES Hong Kong 40
- 41. Add value as enabler of social discovery Find routes posted by community and track hikes andy@i-influence.com 41
- 42. How can you connect your users with each other anytime, anywhere in service of their needs? 42
- 44. Make Reward brand easy engagement to share everywhere on mobile Good Facilitate Well- integrated Product & ad hoc user mobile ads Service groups Loyalty and Advocacy Help them save time (time-shift) Use physical world signals andy@i-influence.com 44
- 45. Thank You Andy Chang I-Influence ahychang andy@i-influence.com andy@i-influence.com 45