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An in-depth analysis on how to set up the right Mobile strategy for the brands
Citation preview
Mobile Strategy 2015
George Achillias MBA
Security Level: Confidential
CONTENT
• Mobile landscape• The mobile journey• Mobile penetration and
facts
What is going onAbout mobile?
1.
What is the relationship with category and
channels?
• Define the consumers relationship with the category
• Define the cultural levers that influence him/her
• Describe the consumer as a person
• Describe what media is ‘consumed’ and how
What others do?
3.How we go
mobile?
4.
• Why mobile?• The Big data approach
Why mobile?
2.
• FMCG examples• After tap what?• KPIs
• Mobile Strategy roadmap
• Asking WHYs?• Future thinking
Security Level: Confidential
To increase consumers’ awareness regarding
brands and products and drive revenues using
mobile in the best optimal way
Mobile first is a bold statement. Mobile maturity is a crucial parameter. Mobile
optimization is a key challenge
The landscape, what others do, how brands
can use mobile to achieve even greater results and
engage even more consumers
The Business Goal The key obstacle This deck will show how
Defining the scope of this document
CONTENT
• Mobile landscape• The mobile journey• Mobile penetration and
facts
What is going onAbout mobile?
1.
What is the relationship with category and
channels?
• Define the consumers relationship with the category
• Define the cultural levers that influence him/her
• Describe the consumer as a person
• Describe what media is ‘consumed’ and how
What others do?
3.How we go
mobile?
4.
• Why mobile?• The Big data approach
Why mobile?
2.
• FMCG examples• After tap what?• KPIs
• Mobile Strategy roadmap
• Asking WHYs?• Future thinking
In 2013 mobile phones number matched the number of TV. In 2014, it became bigger than Earth’s population
Source: http://www.slideshare.net/kleinerperkins/internet-trends-2014-05-28-14-
pdfGMSA global data
But mobile is not only about smartphones. Only 30% of mobile activations are smartphones. The rest 70% is a huge opportunity for disruptive innovation
Source; Mintell
n developing countries, smartphone penetration varies, from an impressive 43% in China and 45% in Poland to a poor 13% in India and 14% in Indonesia
Source: http://think.withgoogle.com/mobileplanet/en-gb/
…making the mobile first concept challenging and really attractive as there is a huge opportunity there because as we
are going to see, people in Indonesia spend more than 3h/day on their mobile screen
COUNTRYMOBILE INTERNET PENETRATION AS A
PERCENTAGE OF TOTAL POPULATION
AVERAGE TIME THAT MOBILE INTERNET USERS
SPEND USING MOBILE EACH DAY
ARGENTINA 42% 3H 25M
BRAZIL 39% 2H 26M
CHINA 43% 1H 55M
INDIA 11% 2H 36M
INDONESIA 14% 2H 30M
MEXICO 33% 3H 10M
POLAND 45% 1H 21M
RUSSIA 36% 1H 22M
SOUTH AFRICA 38% 2H 29M
THAILAND 24% 3H 04M
TURKEY 36% 1H 53M
More specifically in developing countries mobile is the second most popular media channel chasing TV hard
Source: eMarketer: The Global Media Intelligence Report. September 2014
China Russia Brazil Mexico
In our days mobile is not just another channel. Mobile defines our consumers’ routine and personal time
Source; Millward Brown
Overall screen minutes vary significantly by country, from 9 hours in Indonesia to just over 5 hours in Italy.
Smartphones are now the most viewed medium in all countries except UK, France and Spain (where TV leads) and Hungary, Poland, Russia, & Slovakia (where laptops lead).
Smartphones and laptops dominate daytime screen use, while TV takes center stage in the evenings.
And our people while on TV they spend their time also across other devices, they tend to spend more than 90min/day exclusively on their mobile. This emphasizes the fact that screens are not
siloed. Mobile most of the time works as an end destinationsmartphones are most likely to be used both simultaneously with TV, and standalone while tablets are proportionately most likely to be used alongside TV
People start seeing something on TV and following up with an
activity on a smartphone.
Smartphones and laptops operate as partner devices for
our audience
Source; Millward Brown global search
The fact that things that mobile and digital are in most of the cases the first and last destination of consumer journey feeds an enormous increase of media consumption
(up 532%)
Source: Ooyala Global Video Index Report, Q1 2014. Study measured the anonymized viewing habits of viewers in 239 countries and territories, and data from Ooyala’s video publishers, which include hundreds of video publishers, brands and operators. Business Insider Intelligence, “Digital Video Advertising: Aggressive spending and increased ad availability are putting ads on every screen.” May 9, 2014. comScore
VideoMetrix, March 2014.
Mobile video consumption
It becomes obvious that mobile is not about the device but about the behavior people have with the device
Source; Harvard
CONTENT
• Mobile landscape• The mobile journey• Mobile penetration and
facts
What is going onAbout mobile?
1.
What is the relationship with category and
channels?
• Define the consumers relationship with the category
• Define the cultural levers that influence him/her
• Describe the consumer as a person
• Describe what media is ‘consumed’ and how
What others do?
3.How we go
mobile?
4.
• The Big data approach
Why mobile?
2.
• FMCG examples• After tap what?• KPIs
• Mobile Strategy roadmap
• Asking WHYs?• Future thinking
Mobile is a main source of big data
Source; Google
Making Mobile first for the brand we can start gathering data, data able to allow us to understand our people even better, feel them, let us address their needs better and
different
Security Level: Confidential
1 32
access analyze activate
Select mobile data Create actionableinsights Execute strategies
And how we are going to use them?
Source; Google
Having all the right data gathered from mobile
we can not only be sure that we make media allocation even more efficient but also we increase reach and
relevance
Combining data
Security Level: Confidential
Off lineCore business,
In-store transactionaloffline CRM
On line1st party data; brand data
2nd party data; partners’ data3rd party data; licensed data brand buys
from expert providers
And then creating value from all these data
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Mobile gathered data enables to anticipate our consumers’ needs
Pushing more relevant content to our consumers, therefore making stronger the emotional connection they have we our products
• We can use promotion and recommendation algorithms
• Personalized homepages• Personalized digital advertising
and all these because mobile data allows us to understand and even more important to listen what our consumers need, or are about to want, ask
And what an app’s role is?
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We can make media allocation even more efficient
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Making stores more efficientIn-store journey analysis in order to not only re-organize store merchandising but also start connecting the dots
Or use beacons to drive in-store activation
CONTENT
• Mobile landscape• The mobile journey• Mobile penetration and
facts
What is going onAbout mobile?
1.
What is the relationship with category and
channels?
• Define the consumers relationship with the category
• Define the cultural levers that influence him/her
• Describe the consumer as a person
• Describe what media is ‘consumed’ and how
What others do?
3.How we go
mobile?
4.
• The Big data approach
Why mobile?
2.
• FMCG examples• KPIs
• Mobile Strategy roadmap
• Asking WHYs?• Future thinking
Mobile becomes really important for everybody. So they try to take the best out of it
Security Level: Confidential
“Market share is won and lost in periods of transition” – Andy Grove, Intel
Mobile is no longer a nice to have thing
Source; google, millward brown
If your content doesn’t exist on the mobile screen, it doesn’t exist at all.
- Karen McGrane72% of European smartphone users access their device for
information while they are in-store
Building a FMCG CRM programme via mobile:Simple on pack code & on-going relationship by mobile
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Finding ways to embrace transparency and make stronger the emotional connection with the product
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And using augmented reality not only to inform but also to establish and the connection with the consumer even stronger
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Or how the offline world can be connected to our online ecosystem using mobile as the bridge
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• BRAND: Knorr (Unilever)• MARKET: Brazil• MEDIA: Mobile App, Branded Utility• OBJECTIVE: To raise engagement and inspire new
cooking ideas. • SOLUTION: Knorr has created a stylish line of kitchen
accessories such as dishcloths, aprons, fridge magnets, mitts and bag dispensers distributed for free in the supermarkets. Not only are they useful in the kitchen, but also function as a key to mobile app which proposes customized recipes depending on location, weather, seasonal ingredients, individual preferences. A mechanism that opens the mobile app involves taking a photo of the print which is recognized as QR code. The underling technology is GPS.
• INSIGHT: Instead of placing QR codes on product packages, Knorr use beautifully designed kitchen items to activate mobile app. This way Knorr’s accessories will stay outside the cupboards acting as a reminder of the brand. Knorr goes a step further in recommending personalized and contextual recipes. This way they become more relevant to the cooks.
Or to use mobile to change perspective for a product
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• BRAND: Hellmann’s (Unilever)• MARKET: Brazil• MEDIA: Mobile• OBJECTIVE: The idea is to change the perception of
mayonnaise as a sandwich filling and present it as a versatile ingredient that brings the best out of food. The campaign is targeted at new consumers when the are in store doing shopping. An activation at the point of sale is aimed to increase sales of Hellmann’s.
• SOLUTION: At Pão de Açúcar supermarket consumers push Recipe Carts which use RFID technology to recognize products on the shelves and then display recipe ideas on LCD screens placed in the front of the trolleys. The built-in map helps to locate all necessary ingredients in store. Consumers can also browse recipes on screen and share them via email. They all are variations on mayonnaise usage.
• RESULTS: In the first month 45000 people experienced Recipe Cart and in result sales increasedby 68%. The campaign was commented in media generating PR for the brand.
• INSIGHT: Introducing Recipe Cart was a way to draw consumers’ attention to Hellmann’s while shopping. Not only were they inspired by the new recipes, but also showed around the shop. In result Hellmann’s sales increased. Relevant content, simple message, targeting shoppers and intriguing device lay behind the success of this campaign.
At the same time, how mobile can be the connection in a 360 campaign
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• BRAND: Cif (Unilever)• MARKET: Romania• MEDIA: Mobile App & Cif Romania Website
supported by: TVC, Outdoor, Instore
• OBJECTIVE: To change attitudes, dramatize a key product benefit, drive web traffic and raise awareness.
• SOLUTION: The campaign is aimed at mothers whose concern is they cannot protect their children against outside dangers. This idea lies at the core of Cif campaign whose mobile app is a pivotal element. Using GPS technology it enables to report the location of the offensive graffiti where Cif crew arrive later and clean it. Before & After photos are posted on the app and Cif Romania website so everyone can see the results.
• RESULTS: Three months campaign resulted in 250000 website visits and 385 locations cleaned by Cif crew. The app was the most popular one in its’ category on the App store. This campaign reached 14 million people and generated $1,6 million in free media.
• INSIGHT: What characterise this campaign is a creative idea that is easily connoted with the product’s characteristics. It appeals to reason and emotions . A bespoke mobile app made it really easy for the users to choose graffiti to be removed.
Mobile can be the vehicle to not only to be used as a tool to access and reach a younger audience but also to increase awareness
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• BRAND: Nivea Sun (Beiersdorf)• MARKET: Brazil• MEDIA: Print, Mobile App
• OBJECTIVE: Nivea is a very traditional and conservative brand. The challenge is to energize the brand for the new target in order to renew a consumer base.
• SOLUTION: Nivea has created a paper bracelet which helps parents watch their kids while spending time on the beach, for instance. Finding it inside a subscribed copy of Veja Rio magazine one has to detach it from the press ad and then synchronize with a mobile app (Nivea Protégé). After setting up the maximum distance where child can go, parents will be alarmed if this limit is exceeded. The wristband uses Bluetooth technology – it is a Beacon Solution.
• RESULTS: Of the people who were impacted by the project 85% downloaded the Nivea Protégé App.• INSIGHT: This campaign was aimed at a narrow audience, therefore print ad was used in the first place. In this case
beacon technology was used so parents got a useful tracking device. It highlights the key message that Nivea Sun was created to protect kids in various ways. But there is a trap – what if a kid wearing the wristband got lost?
But what it becomes really important is to find the best ways to measure what we are doing on mobile
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App utilisation & iPhone default to Safari render cookies irrelevant
Tracking users multiple apps, mobile web, across sessions immensely difficult … before consider non mobile touchpoints / conversion
Ideally institute attribution modelling to understand contribution from the halo of brand activity & assets
Essential to deploy a specialist mobile adserver for tracking & visibility reports:
And in order to achieve this we need a check list
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What happens when someone searches for you on their mobile?
Mobile site? Does the brand’s website work on mobile devices? Does it give a good customer experience?
Can they find you? Mobile SEO or Mobile PPC?
WEB
What happens when someone visits your brand pages in social media?
Have you checked that your content works on Mobile within Facebook?
Do they click through to a mobile site?
Do you need a campaign specific microsite?
SOCIAL
What happens if someone searches for you in the app store?
Are other apps referencing your brand?
Do you have your own app? Is it current, does it need updating?
Are you promoting the app?
APPS
Can mobile users respond to your ATL ads?
Are you using SMS response?
Is your brand or audience right for QR or Image Recognition/Audio recognition?
Does the media lead directly to lead gen or a branded experience?
RESPONSE
Are you using mobile display/PPC?
Are you driving usersto the channel throughdirect operator channels?
Is the brand achieving its share of voice in mobile media?
Are brands with retail locations using Local aspects to mobile search?
MEDIA
CONTENT
• Mobile landscape• The mobile journey• Mobile penetration and
facts
What is going onAbout mobile?
1.
What is the relationship with category and
channels?
• Define the consumers relationship with the category
• Define the cultural levers that influence him/her
• Describe the consumer as a person
• Describe what media is ‘consumed’ and how
What others do?
3.How we go
mobile?
4.
• The Big data approach
Why mobile?
2.
• FMCG examples• KPIs
• Mobile Strategy roadmap
• Future thinking
What brands shall do
Security Level: Confidential
BE CONSISTENT
BE CONSIDERED
BE CONNECTED
BE CONCISE
At the same time, four Strategic fronts opened by mobile
Security Level: Confidential
1) Sales Activation Smartphones are driving footstep to resellers via geo-location
2) Merchandizing Mobile is deeply influencing consumers’ behavior while in store
3) Media Fertilization Mobile bridges offline and online and boosts offline media business impact
4) CRM & DataMobile is enabling brands to start 1to1 conversations with consumers
=> Requires to start formulating a strategy and carrying targets on each front
Sales activation and in-store Strategy
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Mondelez priotitizing hyper local engagement over branding those days...
- Mondelez working hard to revitalize its gum category
- Pilot ran in California and Illinois in 2013 with Waze
- Mobile Coupons to be redeemed at partner retailers
- Rich media takeover displayed to all consumers that stop for 3 secs or more within 6 miles of retailer
- Successful initial results, will be scaled more broadly soon
Sales activation and in-store Strategy
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Campaign targetedyoung men in London
10% clicked to get the voucher
90% used the map to navigate to the retailer
Offline media fertilization strategy
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Relies on both custom mobile asset development (app) and offline advertising creatrive adjustment
Digital advertising is a key pillar but asset strategy is key for merchansizing, media fertilization and CRM !
Rich Display
Video:
Embrace a mobile creative strategy for all ads
Search
GPS Nav.
Leverage the Unique Features of Mobile and Tablet to Create Deeper Connections with your Consumers
has a voice and can speak
speaker
is location- enabled and knows where
you areGPS
has ears and can listen microphone
has eyes and can see
camera
has skin and can feel
touch screen
Focus on Rich Mobile Display - Creative Inspiration
Experiment with Endless Creative Possibilities: Imagination is the Only Limit!
Customized HTML5 ads are the perfect format for an exclusive, engaging and best in class brand experience
Offer userschoice in the way they engage with your brand using multiple touch
points
Serve as an interstitial ad
or with aclick banner
a. Sublimating / turbocharging offline experience
b. Bridging the gap between the physical and digital world
c. Gamifiying to create brand affinity / loyalty
d. Making emotional connections
Mobile Native Creative Best Practices For Display
Sublimating the Offline Media Experience
A Lexus ad in the Oct. 15 Sports Illustrated suddenly became animated when placing the ad over an iPad that has the Web pageLexus.com/stunning loaded.
By turbocharging the standard offline (print or TV) creative copy
Bridging the Gap Between Physical and Digital World
Working with HTML5 and Google Street View Allowed BMW to Excite Users with a Real Life Driving Experience
Ad allows users to:
Pick their car
On average, users spent over 2 mins
engaging withthe ad
Select their
destination
Discover the car’s features
Pick their car
Betting on Gamification to Generate Affinity / Loyalty
Oreo managed to make an addictive mobile game leveraging its product characteristics => Great mobile display campaign opportunity
Making Emotional Connections
Burberry is leveraging all device components to drive people proximity and incredible brand affinity
And what is to come in the coming months?
Security Level: Confidential
Source; NFC world
Mobile Advertising Best Practices for Consumer Packaged Goods Brands
Use specials and promotions. Specials and promotions within mobile search and banner advertising canbe used to sell perishable inventory such as consumer products with time-relevant packaging. Also, ensure tochange promotions regularly. The same coupon every week is going to get boring.
Aim for long-term communication plans when doing on-package promotions.Consumers may keep product package for a long-time
Mobile Advertising Best Practices for Consumer Packaged Goods Brands
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Drive consumers to retail partners’ locations. Mobile coupons, sample redemption and apps withstore locators help drive consumers to retailers that sell your product. Your customers should have a seamlessexperience with your brand. It is important to ensure that everyone in the delivery chain is aware of andsupports your program, especially with programs that encourage retail point-of-sale redemption as inthe case of coupons and sample redemptions.
Invest in commerce enabled mobile web presence. Mobile advertising can be used to drive consumers to mobile commerce-enabled sites, which will help them develop a direct connection withtheir customers. Landing pages are increasingly mobile commerce-enabled, allowing for a transactionright on the spot
Mobile Advertising Best Practices for Consumer Packaged Goods Brands
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Think past the click. Once consumers respond to your advertisement, what next? Will they receivea message, be taken to a mobile website, or invited to download an application? Consider the complete360-degree experience and make sure the total experience is consistent and on point with campaignobjectives and message.
Track, measure and analyze. Mobile advertising is extremely measurable. Be sure to continuously track,measure and analyze the results of a program and make adjustments as necessary throughout the life of yourmobile advertising campaign. Do this and you will see improved results. Additionally, using the wrong analyticstools and assuming that PC analytics would work on mobile causes CPG companies to miss key and vitalinformation about their customers. Mobile traffic is often either over-counted or undercounted or, in the caseof WiFi traffic, completely missed, leading to wasted marketing investment