OgilvyAction_from Armed to Charmed

8/2/2019 OgilvyAction_from Armed to Charmed

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deining mobile behaviorsO , E RDifusion o Innovations U.K., U.S. S.

I 5% . T - RL N, R ( ) .

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T E M O L , . T G, .

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T F, Consumer Reports .

A , L . A,B PP . I , .

three markets, but only two patterns

O . T , F E, S . B , U.S. U.K. .

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antonia banuelosH A S, IKEA


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85% 55% 24%

50% among smartphone owners

9% 4%

Innovators

Late

Majority

Early

Majority

Opinion

Leaders Laggards

SEARCHED GOOGLE FROM PHONE TO GET INFORMATION ON A PRODUCT

Source: OgilvyOne and OgilvyAction Global Mobile Retail Study, March 2011, n =1,500,United States, United Kingdom, Singapore

United States

T

I . I U.S., 85% I G . - E M , 50% - E M. T U.K. S.


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85% 55% 24%


9% 4%

Innovators

Late

Majority

Early

Majority

Opinion

Leaders Laggards



United Kingdom

Singapore

84% 83% 69%


54% 20%

Innovators

Late

Majority

Early

Majority

Opinion

Leaders Laggards




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S, 77% I QR . N EM (40% ). O ,

U.K., S, QR , .

77% 38% 19%


3% 0%

InnovatorsLate

MajorityEarly

MajorityOpinionLeaders Laggards

SCANNED A BAR CODE OR QR CODE WITH MOBILE PHONE

Source: OgilvyOne and OgilvyAction Global Mobile Retail Study, March 2011, n =1,500,

United States, United Kingdom, Singapore

United States

T q .

shaun gregory

M D, O2 M


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67% 40% 13%


5% 0%

InnovatorsLate

MajorityEarly





United Kingdom

61% 37% 33%


6% 0%

Innovators

Late

Majority

Early

Majority

Opinion

Leaders Laggards



Singapore


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online buying behaviors transer to mobile environment . N , 85% I - . H, 71% - . F M ,

: 66% -, 8% . T U.K. S.

85% 77% 66% 53% 29%

Innovators

Late

Majority

Early

Majority

Opinion

Leaders Laggards

LOOKED AT A PRODUCT IN-STORE AND ORDERED FROM PHONE IMMEDIATELY

LOOKED AT A PRODUCT IN-STORE AND THEN ORDERED IT ONLINE

71% 28% 8% 1% 0%



United States


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90% 69% 76% 69% 50%

InnovatorsLate

MajorityEarly




64% 27% 14% 7% 3%



United Kingdom

83% 69% 59% 47% 34%

Innovators

Late

Majority

Early

Majority

Opinion

Leaders Laggards



67% 51% 27% 15% 0%



Singapore


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S, I EM - , I -

E M. T I EM .

79% 55% 45% 30% 24%

Innovators

Late

Majority

Early

Majority

Opinion

Leaders Laggards

ASKED A RETAIL STORE TO MATCH PRICE BY SHOWING COMPETITORS PRICE ON PHONE

ASKED A RETAIL STORE TO MATCH PRICE BY SHOWING A PRINTOUT OF COMPETITORS PRICE

71% 28% 12% 10% 8%


United States

P 30 40 , ,

, . Y , q .

richard hungS P M

M C, G


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68% 35% 35% 26% 17%

InnovatorsLate

MajorityEarly



ASKED A RETAIL STORE TO MATCH PRICE BY SHOWING A PRINTOUT OF COMPETITORS PRICE

60% 32% 16% 10% 3%



United Kingdom

62% 50% 35% 12% 3%

Innovators

Late

Majority

Early

Majority

Opinion

Leaders Laggards


ASK A RETAIL STORE TO MATCH PRICE BY SHOWING A PRINTOUT OF COMPETITORS PRICE

58% 44% 29% 6% 3%


Singapore


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I I . I ,, . F , , ,

. M M, M ST I R R, .

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I: LearnedBehavior:DoesthenewcapabilityreectabehaviorIhave

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Needs-Oriented:Doesthenewservicecatertosomeofmyneedssuchas, , ? FV .

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mike hornigoldD, S S

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patrick lanaganV P D S

M, S P G


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eight steps or charming the armed

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our recommendations or eective crm1. B M, , , .

IntegratemobileintotheoverallCRMandmarketingprogram. Usemobileasanaccelerator;dontstickitinaseparatesilo.

2. A A .I ( ), . A . Newdetails(location,companions,etc.)havebeenaddedtothealready

, . DatacollectedviamobileisintegratedintobroaderCRMchannels(andviceversa).

3. I O , q , . T . A , , , , . . Nurturerecommendationsthroughexistingsocialplatformsviathe

. Monitorsentimentaroundthebrand,understandingthatsentimentchanges

. L R.

Usesocialmediaasservicechannel.Touchbaseafteracustomerchecksinor ( ).

4. P I C , . T . , - , -, .

Extendtheperceptionofvaluebeyondpricetoencompassutility,information (, , , .), .


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step one: map out your customer journey as a three-part circle preshopping, shopping and postshopping. inkaboutyourcustomersactivitiesass/heplanstobuyyourproducts.

L G . T - .

Assesshowyourcustomersshopin-store,howtheretailstasupports , q

. inkaboutwhathappensafterthepurchaseismade.Howcomplicatedis ? D ? C ?

Yourcustomercanbeatanystageatanytime.Postshoppingcanseamlessly , . A deducewhatstageyourcustomerisatbyvirtueofwheres/heisphysically.T .

step two: take a closer look at themobile behavior o your customers.

atdevicesdotheyhave? ataretheirusagehabits? Maptheseinsightstoyourexisting

. T MMA M.

A

, . I U.K., 172%.30 .

jon mewD M O, IAB U.K.


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step three: assess the mobile-competitive landscape. Focusonyourowncategory,butalsopayattentiontootherbrandsorretailers

. atexperiencesareyourcustomersexposedtofromotherbrands?

K . P

.

step our: generate your list o opportunities. with the above inputsin mind, look at the journey and ocus on two things. Establishwheremobilecansupportyourcustomersplanning,decisionmaking

. S , , ( SMS MMS) , .

Reviewyourcurrentmarketingcommunicationsandestablishwhereamobile . F , OOH - -.T CRM .O ( , whenandwheres/heshops).

step ive: prioritize the opportunities and develop a road mapshowing what you will implement over time. Todothis,assesseachideaagainstfourmeasures:consumervalue,business

, , . S 14 22 . . H

- . O , , , .

T , q . I I ,I consumerwhats/heneeds.A , I I .

tracy moonierD, A& I SR, CPG, & M M


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P : T . I ,

.

, .

1High Organizational Barriers/Implementation Effort

2

2

3

4

3 4

HighBusiness/Consumer

Value

High Value + Low ComplexityLow-Hanging Fruit

High Value + High ComplexityLong Term

Low Value + Low ComplexityQuick Hits

Low Value + High ComplexityDogs

CRM

F. -- -. 30% . I , .

patrick lanaganV P D S

& M, S P G


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here is how you can organize your plan in days:

Week1 Projectkicko(bringstakeholderstogethertoexplainproject

, ). StakeholderWorkSession#1(meetwithallstakeholdersandmap

). Writeupthejourneyandcirculateitforcomment/approval.

Week2 Deskresearch(assignteammemberstoreviewcompetitive, ).

Week3 StakeholderWorkSession#2(reviewkeyndingsfromyourdesk , ).

Week4 StakeholderWorkSession#3(usingthemethodoutlinedinsteps , ).

Week5 FinalActionPlan(mapoutyourideasbasedontheirscoreand ; ).


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gary schwartzCEO, P, I M


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C . I , . I .M , , - , .

N T POS. I . , PC, . O , , .C , . H - . U , POS . - -.

M, T S, . I . A , .

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richard hungS P M

M C, G


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M@O O , , CRM , andSEO/SEM,toshoppermarketing.Mobileisnotanewchannelortouchpoint, , .

O - ( ), ( , , SMS), - (Fq,F, A, .). N@O, ,

- SEM SEO - .


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R

Te Mobile Internet Report, M S & C. I., D 15, 2009

Difusion o Innovations, E R, 1962

Crossing the Chasm: Marketing and Selling High-ech Products to Mainstream Customers(1991, revised 1999), G A. M, 1991


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ResearchP B

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J B U.S.H B U.K.L MC S

ProductionS M

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OO & OA, 2011. A . N , , , , , , OO OA.


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OgilvyAction_from Armed to Charmed