Engaging your customers through Mobile platforms

TheMobileChannel@Work Using the Mobile Channel for Effective Customer Engagement

Tony Phukan

Digital Marketing & Communications

HP Enterprise Group Marketing

Twitter: @TonyPatHP

© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 2

What do you expect in the next 90 minutes

The world of mobile marketing: 45 mins

Workshop: 30 mins

Feedback + Q&A: 15 mins


The world that is…


Why do you use your mobile devices for?


Evolving services on Mobile Platforms

Navigation

Games

Videos

Social Media: Facebook, Twitter

Paying

Bills

1995 2007 2010 2014 2018

Make

calls Reading

Surfing

Email

Mobile

Wallet

Augmented

Reality

M-Commerce

Internet of Things

Lead

Generation


The Internet Revolution +

The Gs

© Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. 7 *ZMOT: Coined by Google

The Internet that influenced Mobile Marketing


What does the industry say?

SOURCE: The Neilsen Company – Sept 2013


Mobile Marketing: Why?

Customer Acquisition

Customer Loyalty

Mobile Commerce

Customer Experience

Relationship

Push strategy

Direct sales

Experience


Mobile Marketing Investments

Source: Forrester

SEO

Mobile engagement services like strategy, experience design and analytics will grow by the largest amount


How many of you have done this?

Uninstalled a mobile app that is not easy to use 1

2

3

Closed website that do not have easy to click-in button

Downloaded 3rd party GPS apps and not use Google Maps for driving navigation

Users say they won't recommend a business with a poorly designed mobile site

Have turned to a competitor's site after a bad mobile experience

*Source: The Mobile Playbook


Engaging Your Audience Content I Structure & Design


Content is KEY

USABLE EXPERIENCEABLE


Content is KEY

USABLE EXPERIENCEABLE

Location-based content

Price/comparisons

Include hotline upfront (if any)

Connect with an industry report/ competitive analysis

Context-aware

Highly Convertible Headline

Visual - Icons, photos

Short video: chalk-talk/webcast

3D

QR Codes

Near Field Communications (NFC)

Augmented Reality

User Generated Content

Predictive search

Homepage layout


Building Usability and Experience with your content

Your organization Usable Content Experienceable Content

Sportswear Provide Training Tips Daily Training Tracker

Bus Service Provider Bus Schedule App on Arrival Time

Business Service Thought Leadership Article

Podcast/audio cast on the move

SEO Agency Digital Marketing Advice Campaign Reporting Tool

e-commerce (women’s wear)

Price and Catalogue Augmented Reality – see how you look


Structure and Design


Structure and Design

Intuitive

User Responsive Web Design

Apply 3-clicks rule

Use readable fonts


Channeling out to the ecosystem

Mobile Site Mobile App

SEO

Public Relations

Company Website


Success of a Mobile Campaign in the US

90% OF THOSE USERS ACTED WITHIN 24

HOURS

59% VISITED IN PERSON

AND…

95% OF SMARTPHONE

USERS HAVE SEARCHED FOR

LOCAL INFO

61% CALLED A

BUSINESS AFTER SEARCHING

SOURCE: The Mobile Playbook


Case Studies B2C I B2B I B2E


B2C

Location-based content

User Generated Content

Words-in-a-box, no paras

User responsive design

3-clicks rule

Location based

Visual content

User responsive design


B2B

Pioneers in B2B

30+ Mobile Apps

Location-Based

5000+ downloads

Captures customer data (login)

100+ Partner

Mobile Apps


B2E

Reduced time

Saved on costs

Make quotas faster

Convert leads faster

Intelligent workforce Reduced time


Evolution of Mobile Apps

OLD NEW


Your Checklist: Understand audience’s mobile habits

1. Percentage of your audience accesses your site on mobile devices

2. Are they using tablets or smartphones?

3. How much time do they spend on your site?

4. Do they consume visual content?

5. What content are they accessing – by topic and by format?

6. What activities are they doing on your site, independently and as compared with your overall traffic?

7. What other sites, social media platforms, and activities are they doing on mobile?


Measuring your campaign

Step 1: Pervasive Tagging

− Track location

− Pages they look at

− Source (search engine, email, social media or other website)

Step 2: Measure Conversion

− Count open rates, click thru rates, visit duration, pages per visit, video views, app downloads, attending an event

− Lead Gen: Get your customer info - BANT questions (keep it simple 5 questions)

Google Analytics: 85% market share

− Downside: Not applicable in China


Video – Mobile Marketing 2014

http://www.youtube.com/watch?v=b1tCtx3-g2g






The future of Mobile Marketing

The lost world CIRCA 2014 and after

Augmented

Reality

Internet of Things

Google Glass

Convergence

Convergence


Video - Augmented Reality

http://www.youtube.com/watch?v=9vggMaEorqQ




It is yours - PERSONAL

The WHOLE WORLD in your hands

LOCALised


Workshop Ideate I Deliver


Your have 45 minutes

Divide into 4 teams

20 minutes given to each team

4 minutes each for presentation and 2 minutes critique

Tip: Keep simple and move fast ( just like your favourite app)

Craft a mobile marketing plan


The Brief

Choose your focus: B2C, B2B or B2E

What do you want to achieve for this audience?

− Generate Leads

− Increase Awareness

− Nurture & Engage

− Increase Sales

− Improve Search

Step 1: Understand customer

Step 2: Apply your ideas for content, structure & design

Step 3: Measurement


Questions

Thank you