Arthur Policarpio boosted the energy level in the room with a very engaging and provocative presentation regarding mobile marketing. He presented an array of amazing best-in-class social-local-mobile marketing campaigns. The presentation included a wide array of illustrative video content which unfortunately is not available in this PDF version. Arthur is one of the architects of mobile value-added services in the Philippines, and was a pioneer of segmented marketing via SMS. Prior to leading Mobext in Asia Pacific, he was a co-founder of SnapWorx, Inc., one of the Philippines’ leading Filipino-owned digital marketing companies, specializing in search, social media marketing, and mobile marketing.

1. Phuc.Truong@mobext.com
SoLoMoCo: The Future of Commerce
by Arthur Policarpio
Head of Mobext
Asia-Pacific

2. The world’s largest mobile marketing agencynetwork
23 offices worldwide and growing

3. Full-Service Mobile Marketing Agency

4. We work with the country’s biggest brands

5. SOCIAL

6. Nielsen “Global Survey of Trust in Advertising, 2013

7. 32
¾
Of all usage comes from mobile
200 millionusers
20 billionphotos shared
1.2Billion
Monthly active mobile users
61%
Total revenue from mobile
75%
Monthly active users coming from mobile
SOCIAL = MOBILE

8. 4 in 10 Social media users purchased an item after sharing or
favoriting on social
Both ONLINEand OFFLINE!

9. LOCAL

10. 56% of mobile searches have local intent

11. Source: Google, 2014

12. Mobile users convert more, and faster

13. MOBILE

14. 3 ft or less
84%
smartphone users
use it while shopping
1.7 billion
Subscribers in APAC

15. SOCIAL Creating products and shopping experiences
that are highly shareable
LOCAL Reaching your audience where it matters. Right person, right time, right place
MOBILE Anytime, Anywhere, One-to-one
THE FUTURE OF COMMERCE IS SOLOMO

16. 5 Recommended Strategies:
1.Create Multi-Channel Shopping Experiences
2.Dominate Local Search
3.Mobilize Your Social Commerce Strategy
4.Enhance the In-Store Experience with Mobile
5.Mobilize Your Loyalty Programs

17. # 1 Provide Multi-Channel Experiences

18. What is a store?

20. The store is now a multi-channel experience

21. •Make 4 more trips each month than non-mobile user
•Spend 40% more than the average shopper
Walmart’s mobile app users...

22. In-store mode
•See what’s new & on sale
•Create shopping lists
•Scan and Go

23. Out-of-Store mode
Check items in-store
Check inventory + delivery

24. 12% of app-aided sales
happen during the app’s in-store mode

25. 500,000
downloads
in 6 months
£10 million++
1-year revenue
Target: 50,000
Target: £100,000
Results

26. Best mCommerce Campaign
•GOLD, Campaigns Effectivity
•SILVER, Industry Awards
•SMART Special Award
McDonald’s Ang Pao Coupons

27. Reinventing Couponing

28. THE CHALLENGE:COUPON CLUTTER
•They are lost, torn, and left lying around
•Limited reach

29. SOLUTION
ANG PAO MOBILE COUPONS
•On-demand coupons
•Available anytime, anywhere

30. Register
Choose
Redeem

31. Social Amplification

32. =
Average Monthly Revenue
At 1/10 the cost of a store!

33. #2 Dominate Local Search

34. Mobile search will surpass desktop

35. Searches done on mobile lead to immediate conversion
Source: Google & Nielsen

37. A Snippet of Keywords
76,500
monthly searches for keywords associated with supermarkets and items they carry.

38. No One Has A Significant Share of Voice
No one has significant share of voice

39. Sample Search Results for Appropriate Queries
Missed opportunity

40. Create smarter search ads
Google’s Enhanced Campaigns

41. Enhance the search experience
Click-to-call
Location extension
Deep linking

42. *Google & MediaCT Study

43. # 3 Mobilize your social commerce strategy

44. Kellogg’s Instashop
53
Snap photo + post with #NyaSpecialK hashtag
1
Show phone to cashier
2
3
Get special treat

45. Allium Restaurant : Pay with a Post
54

46. Nordstrom on Pinterest
Most followed brand,
with 4.4 million followers

47. in-store integration of social “voting”

48. #SaksIn6: Recreating in- store tutorials in 6 seconds
Saks Fifth Avenue on Vine

49. The Home Depot on Vine

50. 9
400 million
registered users
130 million
registered users
600 million
registered users
500 million
monthly users
The new frontier in social: Mobile messaging

51. 15
South China Airlines
Online Booking
Uniqlo catalog
Your New Online Storefront

52. 42
Fruits

53. 43
Health Insurance

54. 44
WeChat Vending Machines

55. 16
New York Apartment -$13M

56. 10
Stickers
1 billion stickers/day
$66M revenue

57. 11
Mobile Coupons

58. 13
Flash Sales

59. “Social Commerce” via Facebook

60. Buy a Product by Commenting “Sold”

61. 61
How do you introduce a new beer brand in a highly-crowded market?

62. McDo Create Your Own Burger
10% of annual sales target pre-sold

63. # 4 Enhance the In-Store Experience with Mobile

64. Source: Cisco, 2013
Mobile is changing shopping behaviors

65. 37
© Mobext 2012
mobext.com
From “push girls” to beauty consultants

66. 37
© Mobext 2012
mobext.com

67. 38
© Mobext 2012
mobext.com

68. 39
© Mobext 2012
mobext.com

69. Kate Spade iPads in Store

70. 70
26
© Mobext 2012
mobext.com
time to serve
order errors
product availability

71. 26
© Mobext 2012
mobext.com
Scan & Go Tablet Application

72. 27
© Mobext 2012
mobext.com
faster time to serve
serve multiple
customers simultaneously
minimal errors
instant inventory confirmation
CRM

73. # 5 Mobilizing Loyalty

74. “The ultimate in marketing is marketing to the individual and customizing products to the individual.”
34
Bob McDonald, former CEO
Procter & Gamble

75. Source: Cisco, 2013

76. 36
Consumer Database
System
STEP 1: Build Database

77. 70
Opt-In Call-to-Action in All Media

78. 37
Time Spent
Geography
Purchase History
Social Sharing
Dormant quality users
Users with specific interests
Loyal Users
STEP 2: Segment Customers

79. 38
Dormant quality users
Users with specific interests
Loyal Users
STEP 3: One-to-One Communications

80. 39
Dormant quality users
Users with specific interests
Loyal Users

81. 40
Dormant quality users
Users with specific interests
Loyal Users

82. Will mobile eventually obsolete traditional loyalty cards?

83. Deals
Rewards
Freebies

84. SUMMARY: 5 Recommended Strategies
1.Create Multi-Channel Shopping Experiences
2.Dominate Local Search
3.Mobilize your Social-commerce Strategy
4.Enhance the In-Store Experience with Mobile
5.Mobilize Your Loyalty Programs

85. 94
Mr. Arthur Policarpio
Head of Mobext APAC
CEO –Mobext Philippines
arthur.policarpio@mobext.com
+639175694375
@art_policarpio (Twitter)