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.
1. Advanced Mobile Marketing
SES Hong Kong 2012
September 12, 2012
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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
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3. More than just getting fans
#1 priority:
Enhance brand loyalty & advocacy
67% of CMOs. IBM Study
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4. Give customers what they want
Tools for
Recognition Advocacy
and Rewards
Good
Product &
Service
Involvement
Surprises &
&
Discovery
collaboration
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5. Some ways to use mobile for better
engagement, loyalty and advocacy
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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
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
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31. Sensors to detect when customers need you
Video Motion / movement Location Temperature Pressure
Pulse Chemicals Audio Humidity Connectivity Database
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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?
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35. Great Time Saver + Integrated Ad
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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
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45. Thank You
Andy Chang
I-Influence
ahychang
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