Creative Smart Mobile Strategies

CREATING SMART MOBILE STRATEGIES

Bessy Nikolaou / @bessyn

If you thought we were here to talk about…

Let’s Talk About

People

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

30% use or access

email

28% access a

social network

44% use an App monthly

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, Twitter)

15% access a weather App

12% access a map

7% scan a QR code

10% upload video to web

Source: comScore MobiLens June 2011, Total Audience: 13+ yrs old [Age]

Let’s talk strategy

Old Marketing Funnel

New Marketing “Funnel”

Awareness

Engagement

Intent

Support

Loyalty

Advocacy

Build your mobile strategy based on 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 phase

New Marketing “Funnel”

Awareness

Engagement

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

Intent

Support

Loyalty

Advocacy

Support

A great app and site grants a wish – it does one or two things really well and that’s all.

New Marketing “Funnel”

Awareness

Engagement

Intent

Support

Loyalty

Advocacy

LoyaltyAdvocac

y

Advocates produce the most compelling marketing of your brand.

Full Circle

Awareness

Engagement

Intent

Support

Loyalty

Advocacy

Well crafted mobile experiences will 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 objectives

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!

Bessy Nikolaoubnikolaou@timespacemedia.com@bessyn

The End. Thank You!