1. Has the consumer been forgotten in the
headlong rush into ever more complex
technology-led solutions?
Alex Meisl – Chairman, Sponge
- co-Chair of Mobile Marketing Association
Tel: +44 (20) 7612 1910
www.spongegroup.com
2. Marketing:
The management process responsible for
identifying, anticipating and satisfying
customer requirements profitably.
3. Identifying:
The management process responsible for
identifying, anticipating and satisfying
customer requirements profitably.
4. Some apps….
Says “Wooo!” when you press it
iFrenchKiss (With original proprietary
kissing analysis engine)
Hold the Button
Payphone finder
5. Anicipating:
The management process responsible for
identifying, anticipating and satisfying
customer requirements profitably.
6. "Next Christmas the iPod will be dead, finished,
gone, kaput," Lord Sugar , 2005
“Spam will be dead in 24 months” Bill Gates,
2004
8. The Context
“On average, the time difference
between first search and purchase is
one month on the web and one hour
on mobile”
9. Looking good…
49% of UK smartphone users go online
several times a day.
87% look for local information on their
phones.
68% use their smartphones in a store.
10. The Context
22% of Hong Kong smartphone users
cancelled their planned purchase in
store, due to information they got
from their mobile phone.
Source: Google Ipsos Study of Hong Kong Smartphone Users,
September 2011.
12. Oh shit……
Only 17% of UK businesses have
a mobile site.
13. Hail Mary...
Time Spent
Mobile Ad Spend
8%
45% 7%
Time Spent Ad Spend
39.6% 6% 7.4%
40%
36% 5%
35%
32%
4%
29.0%
30%
27.5%
3%
£720m gap
25%
2%
20% 1%
0.5%
15% 14% 0%
Time Spent Ad Spend
11%
10%
7%
5% 3.4%
0.5%
0%
Print TV Radio Desktop Mobile
14. So what should my first steps be?
1. Get the basics right before getting too
carried away.
2. A mobile site is not a website but
smaller.
3. It’s all about the customer.
15. The Ideal Mobile Strategy:
Most branded an app” a
“Let’s build apps are
failure says Deloitte
July 2011
17. Shaping a mobile strategy
The three dimensions of Mobile
Longer = CRM
Wider = mobile web
18. So before you start…
Why?
KPIs?
UX?
Testing?
Repeat usage?
Promotion strategy?
19. Don’t........
Use dependencies to justify Screenscrape Believe in magic boxes
delays -”we need to get our
new website right first”
Skimp Assume that an app = Believe in smoke and mirrors
your mobile strategy
