roadshow europe sponge - alex meisl
TRANSCRIPT
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Has the consumer been forgotten in the headlong rush into ever more complex
technology-led solutions?
Alex Meisl – Chairman, Sponge - co-Chair of Mobile Marketing Association
Tel: +44 (20) 7612 1910 www.spongegroup.com
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Marketing:
The management process responsible for identifying, anticipating and satisfying
customer requirements profitably.
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Identifying:
The management process responsible for identifying, anticipating and satisfying
customer requirements profitably.
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Some apps….
Says “Wooo!” when you press it
iFrenchKiss (With original proprietary kissing analysis engine)
Hold the Button
Payphone finder
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Anicipating:
The management process responsible for identifying, anticipating and satisfying
customer requirements profitably.
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"Next Christmas the iPod will be dead, finished, gone, kaput," Lord Sugar , 2005
“Spam will be dead in 24 months” Bill Gates, 2004
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The Context
“On average, the time difference between first search and purchase is one month on the web and one hour
on mobile”
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49% of UK smartphone users go online several times a day.
87% look for local information on their
phones.
68% use their smartphones in a store.
Looking good…
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22% of Hong Kong smartphone users cancelled their planned purchase in store, due to information they got
from their mobile phone.
Source: Google Ipsos Study of Hong Kong Smartphone Users,
September 2011.
The Context
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Hail Mary...
14%
36%
11%
32%
7%
39.6%
29.0%
3.4%
27.5%
0.5%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Print TV Radio Desktop Mobile
Time Spent Ad Spend
7.4%
0.5% 0%
1%
2%
3%
4%
5%
6%
7%
8%
Time Spent Ad Spend
Mobile Time Spent Ad Spend
£720m gap
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So what should my first steps be?
1. Get the basics right before getting too carried away.
2. A mobile site is not a website but smaller.
3. It’s all about the customer.
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The Ideal Mobile Strategy:
“Let’s build an app” Most branded apps are a
failure says Deloitte July 2011
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Shaping a mobile strategy
Lon
ger
= C
RM
Wider = mobile web
Lon
ger
Wider
The three dimensions of Mobile
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So before you start…
Why?
KPIs?
UX?
Testing?
Repeat usage?
Promotion strategy?
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Don’t........
Use dependencies to justify delays -”we need to get our new website right first”
Screenscrape Believe in magic boxes
Skimp Assume that an app = your mobile strategy
Believe in smoke and mirrors
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Thanks Alex Meisl – Chairman Twitter: @spongemobile
Tel: +44 (20) 7612 1910 www.spongegroup.com