how to develop smart mobile marketing strategies
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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!
