mobile strategy 2015

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


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


facts


1.


channels?





What others do?

3.How we go

mobile?

4.

• Why mobile?• The Big data approach

Why mobile?

2.




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

http://www.slideshare.net/kleinerperkins/internet-trends-2014-05-28-14-pdf

http://www.slideshare.net/kleinerperkins/internet-trends-2014-05-28-14-pdf

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


facts


1.


channels?





What others do?

3.How we go

mobile?

4.

• The Big data approach

Why mobile?

2.




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


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


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


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?


We can make media allocation even more efficient


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


facts


1.


channels?





What others do?

3.How we go

mobile?

4.


Why mobile?

2.

• FMCG examples• KPIs



Mobile becomes really important for everybody. So they try to take the best out of it


“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


http://www.youtube.com/watch?v=XFyj0_UF6yY



Finding ways to embrace transparency and make stronger the emotional connection with the product


http://www.youtube.com/watch?v=7g7vZ5M3jbM

And using augmented reality not only to inform but also to establish and the connection with the consumer even stronger


Or how the offline world can be connected to our online ecosystem using mobile as the bridge


• 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.

http://www.youtube.com/watch?v=k7sBohSHOHA

Or to use mobile to change perspective for a product


• 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.

http://www.youtube.com/watch?v=CT_Uc4PZBqQ

At the same time, how mobile can be the connection in a 360 campaign


• 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.

http://www.youtube.com/watch?v=-0NoABAyA7w

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


• 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?

https://www.youtube.com/watch?v=nZ532wkhHYs

But what it becomes really important is to find the best ways to measure what we are doing on mobile


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


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


facts


1.


channels?





What others do?

3.How we go

mobile?

4.


Why mobile?

2.

• FMCG examples• KPIs


• Future thinking

What brands shall do


BE CONSISTENT

BE CONSIDERED

BE CONNECTED

BE CONCISE

At the same time, four Strategic fronts opened by mobile


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


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


Campaign targetedyoung men in London

10% clicked to get the voucher

90% used the map to navigate to the retailer

Offline media fertilization strategy


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 !

http://youtube.com/v/iOQ7BzplLog

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

http://www.lexus.com/stunning

http://www.lexus.com/stunning

http://youtube.com/v/jquwSExByPQ

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

http://youtube.com/v/v4j3Wgz5r4o

Making Emotional Connections

Burberry is leveraging all device components to drive people proximity and incredible brand affinity

http://youtube.com/v/LRiZMVEIhas

And what is to come in the coming months?


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



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



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

mobile strategy 2015

Mobile

mobile landscape

onabout mobile

mobile eachdayargentina

days mobile

mobile video consumptionsource

kpis mobile strategyroadmap

global databut mobile

developing countries