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[email protected] 1 Advanced Mobile Marketing SES Hong Kong 2012 September 12, 2012 [email protected]
| Date post: | 13-Jan-2017 |
| Category: |
Business |
| Upload: | andy-chang |
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CMO’s top 4 areas of tech investment
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
Social media
82%Customer analytics
81%CRM
81%Mobile
80%
More than just getting fans
#1 priority:Enhance brand loyalty & advocacy
67% of CMOs. IBM Study
Give customers what they want
4
Recognition and Rewards
Surprises & Discovery
Involvement &
collaboration
Tools for Advocacy
Good Product &
Service
Some ways to use mobile for better engagement, loyalty and advocacy
5
[email protected] http://www.emarketer.com/Article.aspx?R=1009301&ecid=a6506033675d47f881651943c21c5ed4
College students are more likely to be annoyed by mobile ads, and less likely to
purchase product after seeing one
Can mobile ads actually hurt a brand?
Users are focused on their mobile app experience
Can we deliver ads that don’t interrupt?
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Trend #2
Mobile ads as a service
15
Good service
Something of value
Something that enhancesthe user experience
16
Trend #3
Life can be so much more rewarding
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Engage and reward wherever your brand is
Social properties
OfflineWebsites & Apps
Like
Comment
Share
Check in
Scan QR code
Purchase
Download
Visit
Register
Gamification showing early promise
Source: CrowdTwist
Monthly Visits
10XEngagement
10XEmail Clicks
2XBasket Size
35%+Repeat Purchase
36%+
Trend #4
Mobile Device+
Physical world signals + social signals26
NFC: the next wave of data explosion
Richer user-to-device interactionsidentity | upload | download
Sensors to detect when customers need you
Video Motion / movement Location Temperature Pressure
Pulse Chemicals Audio Humidity Connectivity Database
Trend #5
Retail Time-Shifting
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Retail Pain Points
Wait to get in
Browse select products
Praise or complain
Get more product info
SOCIAL LAYER:Review and Share
Pay & earn
How can mobile reduce the pain associated with each?
Trend #6
Mobile Social Discovery
37
SES Hong Kong connects me with people pre, during and post SES
Hong Kong
40
Add value as enabler of social discovery
Find routes posted by community and track hikes41
How can you connect your users with each other
anytime, anywhere in service of their needs?
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Loyalty and Advocacy
Reward engagement everywhere
Facilitate ad hoc
user groups
Help them save time
(time-shift)
Make brand easy to share on
mobile
Use physical world signals
Good Product &
Service
Well-integrated mobile ads
