Marketing Disruption in Mobility Times

Stathis Chaikalis

CEO Communication Effect

Old school marketing:

o Awareness

o Media and TV are the king, kingmaker

o Impressions / views

o Big, yearly creative idea

o3 month survey

Future thinking perspective, result oriented approach:

o User / consumer experience

o Customer journey

o Measure everything

Mind-blowing changes:

o Digital transformation stands plainly for business transformation

o Convergence of marketing / sales / customer support instead of silos

o Real-Time marketing: 10-hour plan concurrently with 10-month campaign

Galloping mobility:

2014: +800 mil smartphone subscriptions 2,7 billion +40% vis-a-vis 2013

2015: on-demand (streamed) video > broadcast TV thanks to mobility

Source: Ericsson Mobility Report

http://om.co/

Standalone camera shot dead by smartphones

Mind of the “mobile first” mantra

o Don’t overplay the “mobile first” commandment but use it within the business strategy context

o From Apps to Experiences

o Integrate wearables and connected objects into a broader customer life-cycle approach

o “The user experience becomes the brands and the users –and their actions- do the marketing”

Back to reality

1. Mobile Payments

o Contactless payments

o Mobile payments

o V.me and mobile wallet marketing

Marketing objective:

Counter the cash culture,

promote the mobile payments benefits

2. Mobile Sales Force Automation

o30 % growth despite the recession

o 20% time-saving, ~ 0% errors

o Connecting brands with the end user

o Health industry

Marketing objective:

Implementation speed up

3. Connecting stores with consumers (Food and Beverage sector)

o Mind the intermediate level

o Build up relations with the retail stores owners

o Leverage the consumer experience

Marketing objective:

Support a medium-long term investment

Hands-On

i. Marketing, sales, customer support dpt jointly

implement an integrated “mobile first/centric/only’

plan

ii. In the first place, mind a) the culture issue, b) CEO

support

iii. Confirm that “mobile centric” applies to any point

of the customer journey from the adv, to site, social

media, customer care, event organization etc.

iv. Mobile steering committee stands as an imperative

Hands-On (cont…)

v. Harness the potential/power of

the first screen, that is the

smartphone

vi. Stay close to the CMO

Thank you!