how to develop smart mobile marketing strategies

CREATING SMART MOBILE STRATEGIES

Bessy Nikolaou / @bessyn

We’re Here To Talk About

People

Strategy Strategy

Connections

{mobile is just the channel}

Atlantic Canadians & Mobile

Mobile Platforms

� Canadian Smartphone penetration is at 32.8%, which is fourth in the world, behind the United Kingdom, Spain and Italy and just ahead of the US.

� 30% of all mobile subscribers in Atlantic Canada own a Smartphone

� Only 20% of mobile users own a connected device (iPod, iPad, Kindle etc)

Source: comScore MobiLens June 2011, Total Audience: 13+ yrs old [Age]

Top Monthly Mobile Activities

65% send text

messages

49% take photos

35% access news sites

44% use an App monthly

photos

30% use or access email

28% access a social network

29% play games

Source: comScore MobiLens June 2011, Total Audience: 13+ yrs old [Age]

Other Activities

17% upload photos to web

20% post a status update (FB,

15% access a weather App

10% upload video to web

update (FB, Twitter)

12% access a map

7% scan a QR code

Source: comScore MobiLens June 2011, Total Audience: 13+ yrs old [Age]

Let’s talk strategy

Old Marketing Funnel

New Marketing “Funnel”

Awareness

Engagement

Build your mobile

strategy based on

the entire customer Intent

Support

Loyalty

Advocacy

the entire customer

experience.

New Marketing “Funnel”

Awareness

Engagement

Intent

Support

Loyalty

Advocacy

Awareness

From advertising to

findable content –

expect paid or shared

media to fuel this first

phasephase

New Marketing “Funnel”

Awareness

EngagementEngagement

Intent

Support

Loyalty

Advocacy

Engagement

Slapping a QR code on

an ad is not a mobile

strategy.

New Marketing “Funnel”

Awareness

Engagement

Intent

Support

Loyalty

Advocacy

How do you become

relevant at the point of

consideration?

Intent

New Marketing “Funnel”

Awareness

Engagement

IntentIntent

Support

Loyalty

Advocacy

Support

A great app and site

grants a wish – it does

a few things really a few things really

well and that’s all.

New Marketing “Funnel”

Awareness

Engagement

Intent

Support

Loyalty

Advocacy

Loyalty Advocacy

Advocates

produce the mostproduce the most

compelling

marketing of your

brand.

Full Circle

Awareness

Engagement

Well crafted mobile

experiences will

organically fuel the

Intent

Support

Loyalty

Advocacy

organically fuel the

top of the

marketing funnel.

Summary {POST}

People� Know your audience and their mindset when using their mobile device� Understand how mobile fits into their everyday lives

Objectives� Define how mobile ties back to your overall business and marketing

objectivesobjectives

Strategy� Build your mobile strategy based on the entire customer experience� Always strive to build loyalty and advocacy to further fuel the top of your

marketing funnel

Tactics� That’s the easy part!

Bessy Nikolaou

bnikolaou@timespacemedia.com

The End. Thank You!

bnikolaou@timespacemedia.com

@bessyn