Presentation from Mobile Marketing Association Forum NYC, May 2013, focusing on the new 4 Ps of digital.

1. Mobile Marketing Association
RACHEL PASQUA
Principal
Token
NOAH ELKIN
Principal Analyst
eMarketer

2. Mobile Marketing Association
Mobile. Social. Ambient.
M-Commerce and the New Customer Journey

3. Mobile Marketing Association
The digital ecosystem in 2005

4. Mobile Marketing Association
The digital ecosystem in 2013
Digital Out Of Home, Theaters, Connected TVTablets
Laptop
Connected
Consoles
Wearable
Technology
Desktop
Digital Kiosks
Smartphones Phablets
Social Machines
Apps
Ambient SurfacesConnected Cars
AKA The Omnichannel

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Now, purchase decisions are
made anytime, anywhere.

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It’s a wave of change felt by big-box retailers …

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… and mom-and-pop shops alike.

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And there is NO type of business it has not touched.

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The opportunity to find the best
possible product or service
regardless of location, through the
convergence of social networks and
mobile devices.
What’s in it for consumers?
Not just of money but of time. Mobile
makes it easier to find the the best
product, for the best price, as well as
to redeem offers and build loyalty—all
as quickly and easily as possible.
Choice Savings

10. Mobile Marketing Association
• Benefits: Numerous new opportunities to
influence, convert, and activate their customers.
What’s in it for brands?
• Challenges: The need to adapt to an ever-
expanding ecosystem of devices and channels.
• Pitfalls: The very real possibility of failure if they
don’t adapt fast enough.

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Everything about m-commerce is
a win-win for consumers.
Only brands have
something to lose.

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The omnichannel adds layers of complexity

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Customers expect seamless shopping
Brands will succeed in the m-commerce ecosystem by creating the right experience,
across multiple platforms and channels, for each unique customer.

14. Mobile Marketing Association
Price
Product
Place
Promotion
The New Four Ps of Digital
Portability
Proximity
Preferences
Presence
Creating these seamless, uniquely contextual customer experiences will
hinge on four new pillars that are shaping digital marketing.

15. Mobile Marketing Association
Portability: Content that is accessible, useful, and usable across each digital
touchpoint in each customer’s unique ecosystem.

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It’s about portability of not just .com content but the whole user experience, from
payments to account info, in the most useful, usable way.

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Proximity: Content that is relevant to where the customer is, physically and
metaphorically, in his or her unique journey.

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It’s about creating timely, localized content as well as messaging, advertising, and
offers that optimize the real-time customer experience.

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Preferences: Content and functionality that are contextually shaped by the
customer’s unique needs, both inferred and volunteered.

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At this stage, preference-based content and features tend to require user action.
Over time, this level of customization will become effortless, courtesy of preset
and behavioral criteria plus layers of contextual data such as location.

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Presence: Brand/consumer interactions that are initiated according to a
customer’s conditional receptivity—the nirvana of mobile marketing and
commerce that is just beginning to take shape ….
Available
to wife
and mom
24/7.
Available to
Starbucks and
Subway Monday
through Friday from
11-1PM in any
geolocation.
Available to receive
coupons and
incentives from EMS
for hiking and
camping gear at any
time.
Open to messages
and local content
from BMW for the
next 3 months.

22. Mobile Marketing Association
The M-Commerce Ecosystem
Mobile
Marketing
Mobile
Merchandizing Mobile CRM
Getting them to
the store—brick
and mortar or
online.
Getting them to
the register—
physical or
virtual.
Keeping them
connected and
coming back.
The key for brands to succeed in m-commerce lies in understanding how the new
4 Ps of digital play out in the key spheres of the mobile shopping ecosystem.

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The 4Ps and mobile marketing
Activation of offline and traditional
media channels using mobile triggers;
customization of messaging based on
data and intent.
Cross-platform visibility through
search and social channels with
targeted, multiplatform campaigns.
Portability
Proximity
Getting your customers into the store, online or offline, by activating omnichannel awareness.
All content and messaging must be
discoverable, usable and contextually
relevant content across multiple devices
and multiple interfaces.
Portability and
Preferences

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Mercedes-Benz uses the mobile web to lend portability to the Mercedes brand
message with editorial, video, and other experiential content.

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The 4Ps and mobile merchandizing
Offering multiple real-time forms of
payment and redemption.
In-store experiences activated by
mobile devices and contextualized for
the user.
Presence
Getting your customers to the physical (or virtual) register by facilitating ease-of-
use in the shopping experience.
Portability
Content, messaging, offers relevant to
device, person, and place.
• Content based on
past behaviors
• Content based on
stated preferences
• Offers and options
based on both
Preferences and
Proximity

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Tesco’s virtual supermarket eases the path to the register by bringing the store to
the consumer via mobile activation.

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The 4Ps and mobile CRM
Activation of offline and traditional media channels using
mobile triggers.
Creating a virtuous cycle of customer loyalty and advocacy through superlative experiences.
Create a more personalized, contextually relevant
customer experience across all touchpoints.
Preferences/Portability
Desktop
Digital Out Of
Home and Cinema
Tablet Phone
Digital Television
Ambient
Support cross-channel customer advocacy
through social and mobile delivery channels.
Contextually relevant, preference-
based, conditional offers and alerts via
email, text, and push messaging.
Proximity/Presence

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Walgreens scan-to-refill function uses personalized, preference-based
functionality to enhance the customer experience in the CRM phase.

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Multiple channels.
Multiple devices.
Multiple platforms.
One seamless customer experience.
It’s not enough to design responsively—brands
have to behave responsively.

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More information:
www.mobileanhouraday.com
Buy online:
http://amzn.to/Tx5jVg
"Nothing gets you closer to your consumer than mobile. And nothing
gets to closer to mobile marketing perfection than Mobile Marketing:
An Hour a Day.”
— Greg Stuart, CEO, Mobile Marketing Association and Co-Author of
What Sticks
"Elkin and Pasqua expertly detail the mobile landscape, tactics, and
tools available to today's mobile marketer. This is a must-read.”
— Sara Holoubek, CEO, Luminary Labs
"This book is filled with clear, well thought-out strategic guidance on all
things mobile, with expert perspectives to help customize the strategy
on an individual business (and budget) level.”
— Joy Liuzzo, President, Wave Collapse
"This is now my go-to book for mobile. Not only does it have the brain
trust going for it, but it also has the data to back it up.”
— Rob Garner, author of Search and Social: The Definitive Guide to
Real-Time Content Marketing
Mobile Marketing: An Hour a Day

31. Mobile Marketing Association
@noahelkin
nelkin@emarketer.com
Connect with us
www.linkedin.com/in/noahelkin
@rachelpasqua
rachel@tokenco.com
www.linkedin.com/in/rachelpasqua
www.token.com
www.emarketer.com