Mobile: Shaping the Future of Marketing InnovationStephanie Bauer MarshallDirector, Precision Market Insights from Verizon

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Most Overused Headline of the Decade

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That’s SO Last Year

Source(s): eMarketer, April 2012, confirmed and republished, Aug 2012

Powerful Devices & Powerful NetworksMobile phones are now indispensable, with usage becoming more and more

sophisticated. The US will pass 200 million mobile Internet users by 2016, nearly tripling the number from 2010. In 2013 alone, 75 million Tablets will ship worldwide.

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Phones are an integral aspect of a consumer’s life

of mobile phone users use Smart Phones; 43.1% of US population

55.5% of mobile phone users use mobile internet

58.1%

• 46% researched on smartphone, went to store to purchase• 41% researched on smartphone, purchased on smartphone• 8% visited store, then purchased on smartphone

• Of particular note are the facts that 79% of smartphone owners use their mobile devices to shop and that 59% of the people who do a local search end up visiting that business after conducting the search.

Cross-channel 2011 holiday shopping behavior, US smartphone users:

mobile phones are owned by US Consumers in 2012

337.1M

Source: eMarketer & MAGNAGLOBAL as cited in YuMe and IPG media Lab, “Are all screens created equal?” Sep 17, 2012

Source: eMarketer, April 2012; confirmed and republished, Aug 2012

Source: eMarketer, April 2012; confirmed and republished, Aug 2012

Source: eMarketer & Google and Ipsos OTX, “Post Holiday Shopping Intentions Study”, Jan 2012

Source: Jamie Turner, the 60 Second Marketer, 2012 http://60secondmarketer.com/blog/2012/10/10/data-on-mobile-marketing/

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Bar graphs do not do justice to the scale at which the world now operates

Source(s): Creative Commons Attribution-ShareAlike 3.0 New Zealand License

We have now reached the Zettabyte AgeMobile represents a larger data share than ever

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Mobile marketing is about catching consumers on the go and driving them to take action

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Effective mobile marketing requires a closed loop approach

1 Understand (Measurement)Understand which audience segments to target

2 Engage (Targeted Marketing)Deliver relevant Mobile Ads to target segments

3 Transact (Adoption)Drive response through easy mobile payment

Requirements for Closed Loop Mobile Marketing

Transact

Understand

Engage

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Common Challenges to “Understand” Consumers in Mobile

Transact

Understand

Engage

Understand (Measurement)Understand which audience segments to target

• Limited insights & measurement capabilities available

• Difficult to prove ROI from mobile

• Lack of clarity on how to make mobile an integral part of the marketing mix

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Carriers are developing solutions to help marketers “understand”

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Common Challenges to “Engage” Consumers through Mobile

Transact

Understand

Engage

Engage (Targeted Marketing)Deliver relevant Mobile Experiences to target segments

• Need behavioral insights

• Must have relevant and engaging content

• Must deliver the right message, to the right audience, thru the right channels

• Lack of ‘cookie’ technology for mobile

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Creating a Compelling Mobile Experience

Consumers demand the latest content

Making it

RELEVANTMaking it

LOCALMaking it

ENGAGING

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Case Studies: NFL

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Add Mobile Engagement Triggers to Your Traditional Media

Print

Radio

Outdoor

Television

StarStar Codes

1. See the ad 2. Dial the **CODE 3. Engage the consumer

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QR Codes

Results: 150,000+ mobile scans over 3 months = The most successful QR Code campaign in North America at the time.

Add Mobile Engagement Triggers to Your Traditional Media

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Follow the Mobile Consumer… on the device

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Common Challenges to Enable Consumers to “Transact” through Mobile

Transact (Adoption)Drive response through easy mobile payment

• Consumer experience must be easy

• Consumers may be reluctant, unaware, or unable to transact on mobileTransact

Understand

Engage

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Carriers are developing solutions to help marketers “transact”

This is the next step in the Customer/Carrier relationship and is why the headline “2013 is the Year of Mobile” may be the last one you see.

The mobile device now enables the platform for transactions

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…and the external momentum is not slowing

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Privacy = Transparency, Choice, & Control

For Verizon, privacy is very important and as we are developing these solutions – Privacy by design: transparency, choice and control are critical for us.

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• Understand your consumer

• Engage with your consumer

• Transact with your consumer

• Rinse. Repeat.

Key Takeaways

Transact

Understand

Engage

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QUESTIONS?

Thank you!