Take Advantage of Mobile Marketing to Build Business Success
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Mobile Marketing presentation given at the 2016 ABA conference.
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Take Advantage of Mobile Marketing to Build Business Success
- 1. MARKETPLACE 2016 POWERPOINT TEMPLATE
- 2. MARKETPLACE 2016 Take Advantage of Mobile Marketing to Build Success Judd Wheeler 3Cinteractive
- 8. “The future is mobile” MARKETPLACE 2016
- 9. “The future is mobile” MARKETPLACE 2016
- 10. MARKETPLACE 2016 Finland Estonia Norway National emergency alert Voting Tax returns via SMS Spain SMS signatures legal
- 11. MARKETPLACE 2016
- 13. MARKETPLACE 2016
- 14. 48 hours Of video are uploaded to YouTube ever minute 300M photos are uploaded to Facebook everyday MARKETPLACE 2016
- 15. Digital Identity is Worthless – Digital Footprint is Priceless (Tony Fish) MARKETPLACE 2016
- 16. MARKETPLACE 2016 80% Smartphone penetration 64.4% Baby Boomer smsartphone penetration Neilsen
- 17. MARKETPLACE 2016 46/day 55+ access their phones 8 min. 17-25 checks their phone
- 18. 7.2 2.5 2.1 1.7 1 1.1 0 1 2 3 4 5 6 7 8 People Bank Accounts Televisions PC Landlines Automobiles (in billions) MARKETPLACE 2016
- 19. MARKETPLACE 2016 Intro • $30 billion mobile ad spend 2015 • More searches on mobile than desktop • More eye time spend on mobile (198 min) than TV (168 min) (Flurry) • Now the 1st screen
- 21. MARKETPLACE 2016
- 22. MARKETPLACE 2016
- 23. MARKETPLACE 2016 CONNECTION WITH CUSTOMER 63% Annoyed at generic brand messages 55% Want personalized experiences AccentureMarketo
- 24. SMS MARKETPLACE 2016 Frost & Sullivan 90% / 98%read in 3 min / of text message read Oxygen8
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- 29. Tesco HomePlus QR Shopping (South Korea) • Nov 2010 – Jan 2011 • 10,287 online store via mobile • Members rose 76% • Online sales 130% MARKETPLACE 2016
- 30. MARKETPLACE 2016
- 31. MARKETPLACE 2016 Mobile Ads • $30 billion ad spend 2015 • Native Ads - Increase • Behavioral data to target - Increase • Ad Blocking • Advertise on popular apps to get exposure
- 32. Location-Based Ads • Geofencing • Geo-conquesting • Geo-behavioral • Retargeting MARKETPLACE 2016
- 33. MARKETPLACE 2016 Mobile Web Site • Mobile vs Desktop decline • Responsive / Adaptive • Search
- 34. MARKETPLACE 2016
- 35. McDonald’s Interactive Billboard • Photo Catch • Using cell phone camera • Get one free • Pick & Play • No app • picknplay.se • Geo-location • Play on big screen in real-time • Last 30 sec get digital coupon w/directions MARKETPLACE 2016
- 36. Mobile searches at home or work On the go 77% 17% MARKETPLACE 2016
- 37. Mobile searches trigger a follow-up action On average, each mobile search triggers 75% 1.89 follow-up actions MARKETPLACE 2016
- 38. More likely to be in a store when strongly tied to specific contexts Follow-up conversions happen within an hour 2x 55% MARKETPLACE 2016
- 39. MARKETPLACE 2016 Mobile Coupons 1.05B 2019 (estimate) 560M 2014
- 40. MARKETPLACE 2016 Mobile Coupons • Interactive • Exceeds average usage • Drove 100,000+ app downloads and new social media followers
- 41. MARKETPLACE 2016 App Download = Vanity
- 42. App Half-Life (The Dirty Little Secret) 0 1 2 3 4 5 6 7 8 News Health, business, communication Shopping, media, lifestyle, travel Social Games Lose half of users within 3 months of reaching peak number of monthly MARKETPLACE 2016
- 43. MARKETPLACE 2016 40-70 Number of apps installed 72% Deleted app because rarely used Millward Brown Digital (2015)
- 44. North Face (China) • Stake virtual claim • Live score kept on web & outdoor electronic board • 18 days • > 2 million unique visitors to web • > 651,000 red flags planted • Champion > 4,000 MARKETPLACE 2016
- 45. MARKETPLACE 2016 Consider First • Do you have customers • Do you understand target market • Do you have a viral strategy • Do you have money for marketing • DO you have experience building an app or software • Do you ask what’s “CUSTOMER JOURNEY”
- 46. Web NativeBrowser Requires connection Somewhat limited capability Static Interface Installed Can work offline Full phone features Interactive Speed Development Costs App Store Approval Process MARKETPLACE 2016
- 47. MARKETPLACE 2016
- 48. MARKETPLACE 2016 (Deferred) Deep Linking • App Hopping (future) • Increase app activation and post-install conversion rates 15-30% • Travel 29% of Top 40 apps have deeplink tags
- 49. MARKETPLACE 2016 Proximity Marketing • Beacons: lack luster in reality • Spottty tech, lack of creativity, spammy push that relies on app download • Beacons to deliver 1.6B coupons annually by 2020 • NFC also growing
- 50. MARKETPLACE 2016
- 51. MARKETPLACE 2016 Mobile Wallet •More than PAY •Coupon •Stored Value Card (eCard) •Loyalty Card
- 52. MARKETPLACE 2016 Mobile Wallet (Pay) • Consumers more comfortable with mobile pay (11th annual ForeSee Experience Index (FXI) 2015 Retail Report) • 28% 2015 • 21% 2014 • 11th annual ForeSee Experience Index (FXI) 2015 Retail Report • Target and WalMart • Rite-Aid
- 53. MARKETPLACE 2016 Mobile Wallet (Coupon) • 18% use more • Never delete • 85% would use more (Forrester)
- 54. MARKETPLACE 2016 Mobile Wallet (Coupon) • 3x lift in coupon redemption • Drove a 68% lift in average order value • Exceeded the client’s coupon redemption goals by 150% • 400% lift when combined with location
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- 58. MARKETPLACE 2016 Lufthansa App • Boarding pass • Up-to-date flight info • Seat numbers • Terminal numbers • Weather
- 59. MARKETPLACE 2016
- 60. MARKETPLACE 2016 • Intent trumps demographic on mobile marketing • Don’t be everything to everyone • Right Tactic – Right Strategy • Prepare for the future • Metrics are critical
- 61. “Put your best people on mobile.” MARKETPLACE 2016
- 62. Mobile: The Next Mass Media Legacy• Print • Cinema • TV • Radio • Internet MARKETPLACE 2016
- 63. Mobile: The Next Mass Media Legacy• Print • Cinema • TV • Radio • Internet MOBILE • Permanently carried • Always connected • Built-in payment • Augmented reality • Audience measurement • Capture social context of consumption •and finally… MARKETPLACE 2016
- 64. MARKETPLACE 2016 Mobile is Personal
- 65. Judd Wheeler jwheeler@3c.com 3Cinteractive Demo: Text DEMO to 34343 Demo Compliance Language: By texting DEMO to 34343, 3C will send you text messages providing information and examples about its products and services. Message and data rates may apply. You will receive recurring messages in connection with your choice selections. See http://www.3csms.mobi/3Cdemo/ for terms and conditions and http://www.3C.com/privacy/ for privacy policy.