Mobile Marketing Strategy

MOBILES
Mobiles connect, engage and influence customers with consumers.

BRANDS
Follow them!

Mobiles have caused irrevocable behaviour, so its now back to Charles Darwin and “Adapting to Change”.  Mobiles do help other media to work better.

We have now moved to a world of “Digital Dependancy”.  We are giving up so many other things for our mobiles, so think how our behaviour has changed.

OUR EXTERNAL BRAIN = OUR MOBILE.  We no longer remember mobile numbers.  Facebook knows what we are saying and Google knows how we are thinking!

ZERO MOMENTS OF TRUTH (ZMOT)
The average consumer uses 10.7 sources before they buy a product, and they check out more about this product via their mobiles before they buy (ZMOT).

ZMOT – Where consumers do their research, read reviews, look for coupons, comparison shops…….all before going to the shop.

Traditional – Stimulus – ZMOT – FMOT – SMOT = Mental Model of Marketing (4 Moments)
76%           84%       77%      59%

Search is a spontaneous thing.  In the old days was a pub quiz….now its Google
Goolge recognises desktop and mobile, so building a mobile device is no important to get up the rankings.

We are now more use to mobile interaction
e.g. QR Code – Hointers Japan and scan the QR code and get a pair of jeans down the shoot
e.g. Foursquare
e.g. Subways – Click the picture whilst waiting
e.g. Use of social media + outdoor changes people’s behaviour + builds a database = Fantastic use of fulfilment.
e.g. Scan your mobile over a ticket

Then there is “Geo-tracking” using your mobile (e.g. Hailo)
Geo-Fencing e.g. Be the Coach of Brazil campaign. Result 22m fans voted.
NFC (Near Field Communications).

Mobile Media Successes
Hailo Taxi
Dove – Hair falls out – 40% clicked the ad & 3.5 minutes of engagement per person

Mobile helps drive footfall, and doing things time-related so you can get much better results.
e.g. Banana Republic – Use of couponing to store achieving 40% redemption
e.g. Starbucks probably the best at Mobile Marketing – Starbuck card where you tweet a coffee. 10million users of this app in USA 2014 and $1b in prepayments (WOW! – Nice interest!).
Now they are introducing “wireless” in all their outlets.

REWARD
Shopkicks:
The 1st mobile app that rewards you for walking into a store.
6 million users in 2014
4th in overall reach alongside eBay and Amazon
The consumer is rewarded with Kicks=points to redeem yr points for gifts at yr favourite store

Beacons:
Used in a shop in a defined spot “Hey push a message”
Mobile engaged/enabled option
It can recognise who you are at the point of purchase
e.g. Welcome back Paul

GeoFencing:
You go to Tescos, and Sainsburys sends you a message to entice you to their shop
e.g. Be The Coach of Brazil – Carling Black Label (Google this!)
Where fans get their chance to choose their players for a match between the two South African largest football teams
– 22million votes in 2013
– Great publicity
– Use codes on lids to vote

Click below to watch the video!

Macys:
Use the mobile to see where consumers are navigating instore

Wallgreen:
Refill by scan: Order & Collect
Being used in Pharma to get instant feedback

Payment By Mobile Phones:
Starbucks revenue = 10% through mobile app i.e. 3 million transactions per day
Paypal taken €14b in 2013
36% of the “paceo” taken in mobile in Africa (Never used credit card before)
Coke developing app “Pico” when you buy a can of Coke everyone gets some points

Delivery Structure:
Google marketplace – order today and get goods today (San Francisco)

CONTEXTUAL RELEVANCE
Who – What – Where – When – How … mobile can do all!

Geofencing Proms – London – Royal Albert Hall
Priority Tickets – Only with o2 – Thats how they know its you
Capturing people at the right moments, when the punters exit the tube station there is GeoFencing.  They receive a mobile message to buy a CD for a special price, so punters have 3.5mins to walk and be pinged
Sales up +160%

Bud  – If temperature hits 25 degrees in a area you get a Bud free at a certain location

Murphy’s – When it rains its pours! – Weather = contextual relevance

Meat pack – Trendiest shoe store in Guatemala – a brand known for its edgy style at a store known for its special discounts

NOMI: Israel technology – Tracking people in-store at a micro level so you can work out planogams  Tracking shoppers time

SYNQUERA: Tracking shoppers mood

WHITESTUFF: Recognises consumer loyalty

BIG DATA INFLUENCES SMALL DECISIONS