mobile and marketing' christina trampota - mobile leader + principal, cgm global
DESCRIPTION
Presented to Latino Startup Alliance event - September 19, 2013 Speaker: Christina Trampota, Mobile Leader, CGM Squared - http://about.me/tektalk Location: Impact Hub, San Francisco Http://www.LatinoStartupAlliance.orgTRANSCRIPT
![Page 1: Mobile and Marketing' Christina Trampota - Mobile Leader + Principal, CGM Global](https://reader034.vdocuments.site/reader034/viewer/2022052521/54573993b1af9fb66e8b5202/html5/thumbnails/1.jpg)
Mobile and Marketing
Christina TrampotaCGM Squared
![Page 2: Mobile and Marketing' Christina Trampota - Mobile Leader + Principal, CGM Global](https://reader034.vdocuments.site/reader034/viewer/2022052521/54573993b1af9fb66e8b5202/html5/thumbnails/2.jpg)
Agenda
▪ Mobile Today
▪ Mobile Marketing
▪ Mobile Future
![Page 3: Mobile and Marketing' Christina Trampota - Mobile Leader + Principal, CGM Global](https://reader034.vdocuments.site/reader034/viewer/2022052521/54573993b1af9fb66e8b5202/html5/thumbnails/3.jpg)
Worldwide Mobile Infographics
http://www.mobileapptesting.com/all-the-mobile-app-stats-you-need-in-one-infographic/2013/03/
![Page 4: Mobile and Marketing' Christina Trampota - Mobile Leader + Principal, CGM Global](https://reader034.vdocuments.site/reader034/viewer/2022052521/54573993b1af9fb66e8b5202/html5/thumbnails/4.jpg)
Mobile Devices and Customer Behavior
Mobile First
▪ Design for the mobile experience before others
Consumer Behavior
▪ First thing you do when you wake up – 18-44 yr olds (IDC)
▪ They have their smartphones with them 22 hours/day
Experiences for Brands, Retailers and Media
▪ 78% of US Population: The "disconnecteds, dabblers and roamers" are the least engaged (Forrester)
▪ 22% are the most engaged segments as "adapters, immersers and perpetuals," who are the most affluent and influential of all customers
![Page 5: Mobile and Marketing' Christina Trampota - Mobile Leader + Principal, CGM Global](https://reader034.vdocuments.site/reader034/viewer/2022052521/54573993b1af9fb66e8b5202/html5/thumbnails/5.jpg)
Surge in Mobile Internet Traffic
![Page 6: Mobile and Marketing' Christina Trampota - Mobile Leader + Principal, CGM Global](https://reader034.vdocuments.site/reader034/viewer/2022052521/54573993b1af9fb66e8b5202/html5/thumbnails/6.jpg)
Mobile Growth is Everywhere
![Page 7: Mobile and Marketing' Christina Trampota - Mobile Leader + Principal, CGM Global](https://reader034.vdocuments.site/reader034/viewer/2022052521/54573993b1af9fb66e8b5202/html5/thumbnails/7.jpg)
Market Share by Mobile Operating System
![Page 8: Mobile and Marketing' Christina Trampota - Mobile Leader + Principal, CGM Global](https://reader034.vdocuments.site/reader034/viewer/2022052521/54573993b1af9fb66e8b5202/html5/thumbnails/8.jpg)
Growing Group of Smartphone Users in US
Who carries a smartphone?
▪ 50.9% of Female
▪ 50.1 % of Male
▪ 2/3 of those age 25-34
▪ Almost 3/5 off Hispanic Users
▪ Asians lead smartphone adoption with 67.3%
![Page 9: Mobile and Marketing' Christina Trampota - Mobile Leader + Principal, CGM Global](https://reader034.vdocuments.site/reader034/viewer/2022052521/54573993b1af9fb66e8b5202/html5/thumbnails/9.jpg)
Hispanic Mobile Consumer Trends
What is attractive to this user base?
http://www.nielsen.com/us/en/newswire/2012/hispanics-in-u-s-highly-active-on-mobile-and-social.html
![Page 10: Mobile and Marketing' Christina Trampota - Mobile Leader + Principal, CGM Global](https://reader034.vdocuments.site/reader034/viewer/2022052521/54573993b1af9fb66e8b5202/html5/thumbnails/10.jpg)
Time on Mobile vs. Television
168 min/day158 min/day
Source: Flurry 2013
![Page 11: Mobile and Marketing' Christina Trampota - Mobile Leader + Principal, CGM Global](https://reader034.vdocuments.site/reader034/viewer/2022052521/54573993b1af9fb66e8b5202/html5/thumbnails/11.jpg)
Growth In Mobile Marketing
A Great Deal of Mobile Phones that are still “dumbphones” (2012)
▪ 1B Smartphones vs 6B Mobile Phones overall
Mobile Represents 15% of Global Web Traffic
Twice as many mobile devices sold as PCs
Source: BI Intelligence 2012
![Page 12: Mobile and Marketing' Christina Trampota - Mobile Leader + Principal, CGM Global](https://reader034.vdocuments.site/reader034/viewer/2022052521/54573993b1af9fb66e8b5202/html5/thumbnails/12.jpg)
What is Mobile Marketing
Mobile Marketing
Mobile Apps
Mobile Websites
Mobile Messaging
Mobile Search
Mobile Location Services
Mobile Advertising
![Page 13: Mobile and Marketing' Christina Trampota - Mobile Leader + Principal, CGM Global](https://reader034.vdocuments.site/reader034/viewer/2022052521/54573993b1af9fb66e8b5202/html5/thumbnails/13.jpg)
Four P’s of Mobile Marketing
▪ Place
▪ Promotion
▪ Personalization
▪ Purchase
![Page 14: Mobile and Marketing' Christina Trampota - Mobile Leader + Principal, CGM Global](https://reader034.vdocuments.site/reader034/viewer/2022052521/54573993b1af9fb66e8b5202/html5/thumbnails/14.jpg)
Places: Location Based Marketing
▪ Ads
▪ Push Notifications
▪ Phone number
▪ GPS
▪ In app alerts/deals
▪ Event Attendance/Check In
![Page 15: Mobile and Marketing' Christina Trampota - Mobile Leader + Principal, CGM Global](https://reader034.vdocuments.site/reader034/viewer/2022052521/54573993b1af9fb66e8b5202/html5/thumbnails/15.jpg)
Promotions: Coupons, Deals and Discounts
Retail Specific Apps & Programs
▪ Macy’s
▪ Cabela’s
Discount Apps
▪ Shopkick
▪ RetailMeNot
▪ Shoping Center/District Apps
![Page 16: Mobile and Marketing' Christina Trampota - Mobile Leader + Principal, CGM Global](https://reader034.vdocuments.site/reader034/viewer/2022052521/54573993b1af9fb66e8b5202/html5/thumbnails/16.jpg)
Personalization
Unique consumer experience
▪ Retail Loyalty Card
▪ Purchase History
▪ Pricing/Discounts
Data
▪ Name
▪ Geography/Location
▪ Segment/Differences
▪ Date and Time
![Page 17: Mobile and Marketing' Christina Trampota - Mobile Leader + Principal, CGM Global](https://reader034.vdocuments.site/reader034/viewer/2022052521/54573993b1af9fb66e8b5202/html5/thumbnails/17.jpg)
Purchase and Payment on Mobile
Mobile Payment Options
▪ Payment Terminals
▪ Square and related options
▪ NFC/Mobile Wallet
▪ Mobile Banking
▪ Security/Privacy
![Page 18: Mobile and Marketing' Christina Trampota - Mobile Leader + Principal, CGM Global](https://reader034.vdocuments.site/reader034/viewer/2022052521/54573993b1af9fb66e8b5202/html5/thumbnails/18.jpg)
Technology of Mobile Marketing
Variety of Options for Mobile Marketing Campaigns
SMS
QR Codes
NFCPhoto
Video
![Page 19: Mobile and Marketing' Christina Trampota - Mobile Leader + Principal, CGM Global](https://reader034.vdocuments.site/reader034/viewer/2022052521/54573993b1af9fb66e8b5202/html5/thumbnails/19.jpg)
Mobile Marketing Today
![Page 20: Mobile and Marketing' Christina Trampota - Mobile Leader + Principal, CGM Global](https://reader034.vdocuments.site/reader034/viewer/2022052521/54573993b1af9fb66e8b5202/html5/thumbnails/20.jpg)
Innovative Brand Moves in Mobile
http://www.youtube.com/watch?v=UYy1GmJgFXA
Nivea Ad in Brazil -Solar Charger for Cell Phone
![Page 21: Mobile and Marketing' Christina Trampota - Mobile Leader + Principal, CGM Global](https://reader034.vdocuments.site/reader034/viewer/2022052521/54573993b1af9fb66e8b5202/html5/thumbnails/21.jpg)
Mondelez Mobile Futures Programs
7 new pilots in 90 days in the US Market / 5 startups in plan for Brazil Programs
![Page 22: Mobile and Marketing' Christina Trampota - Mobile Leader + Principal, CGM Global](https://reader034.vdocuments.site/reader034/viewer/2022052521/54573993b1af9fb66e8b5202/html5/thumbnails/22.jpg)
Mobile Success: L'Oreal and Retail Data
![Page 23: Mobile and Marketing' Christina Trampota - Mobile Leader + Principal, CGM Global](https://reader034.vdocuments.site/reader034/viewer/2022052521/54573993b1af9fb66e8b5202/html5/thumbnails/23.jpg)
Cabela’s
![Page 24: Mobile and Marketing' Christina Trampota - Mobile Leader + Principal, CGM Global](https://reader034.vdocuments.site/reader034/viewer/2022052521/54573993b1af9fb66e8b5202/html5/thumbnails/24.jpg)
Macy’s
![Page 25: Mobile and Marketing' Christina Trampota - Mobile Leader + Principal, CGM Global](https://reader034.vdocuments.site/reader034/viewer/2022052521/54573993b1af9fb66e8b5202/html5/thumbnails/25.jpg)
Future Plans for Mobile
![Page 26: Mobile and Marketing' Christina Trampota - Mobile Leader + Principal, CGM Global](https://reader034.vdocuments.site/reader034/viewer/2022052521/54573993b1af9fb66e8b5202/html5/thumbnails/26.jpg)
Introducing Mobile into your Marketing
▪ Mobile is a global transition in marketing
▪ Define how this applies to your business or brand
▪ Consider adoption requirements to succeed
▪ Customization, Ease and Metrics
![Page 27: Mobile and Marketing' Christina Trampota - Mobile Leader + Principal, CGM Global](https://reader034.vdocuments.site/reader034/viewer/2022052521/54573993b1af9fb66e8b5202/html5/thumbnails/27.jpg)
Metrics and Measurements for Mobile
▪ Increasing Customer Engagement
▪ Improve Customer Satisfaction
▪ Generate Direct Sales
▪ Appear Innovative
▪ Acquire New Customers
▪ Drive Traffic and Sales from Other Channels
▪ Build Loyalty
▪ Increase Brand Awareness
▪ Test and Learn
▪ Reach Specific Customer Segments
Source: Forrester 2013
![Page 28: Mobile and Marketing' Christina Trampota - Mobile Leader + Principal, CGM Global](https://reader034.vdocuments.site/reader034/viewer/2022052521/54573993b1af9fb66e8b5202/html5/thumbnails/28.jpg)
Global Differences
▪ Smartphone Penetration
▪ Mobile Network Services and Fees
▪ Pricing and Tariffs
▪ User Preferences and Patterns
▪ Link between mobile and spending
![Page 29: Mobile and Marketing' Christina Trampota - Mobile Leader + Principal, CGM Global](https://reader034.vdocuments.site/reader034/viewer/2022052521/54573993b1af9fb66e8b5202/html5/thumbnails/29.jpg)
Future Outlook on Mobile Marketing Trends
Cross Channel Attribution
Responsive Design
Big Data