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Introduction to Mobile Marketing (Chinese subtext)
This presentation was delivered during the Mobile Marketing Masterclass 2013 organized with the British Chamber of Commerce Southwest China. !For more information, contact Nino Lancette at [email protected] or visit www.digichina.co .
DigiChina - The China-focused Digital Agency
Mobile Marketing is changing the way consumers interact with brands and products. !
So what?
移动营销改变了消费者与品牌及产品间的互动。 那又如何？
Mobile devices are ubiquitous now. !
Everyone owns either a mobile phone, a tablet or both.
移动设备至今日以大量普及。 每个人都拥有手机、平板、或者两者都有。
Did you know …
5.1 billion people own a mobile phone!
4.2 billion people own a toothbrush
Source: Mobile Marketing Association Asia, 2011
74% of smartphone users use their phone to help them with shopping
Source: Impigir Mobile, 2010
Did you know …
Did you know …
90% of mobile searches lead to an action, and over 50% lead to a purchase
Source: Huffington Post, 2011
100% of companies need to reach out to their customers on their mobile devices in 2014
What if … your company could gain access to this huge market?
如果…… 您的公司能进入这个巨大的市场 的话？
What if … you could connect instantly and directly with your customers?
如果…… 您能即时并直接地连接您的用户 的话？
What if … you could know what they want, right when they are ready to buy?
如果…… 在用户准备购买的时候，您能知道他们想要什么
It’s possible. Right now. And you can do it too.
现在这些都是可能的了。 而且您也可以实现。
Mobile Marketing is NOT✘ SMS Spam✘ Random guesswork
✘ Just an app
✘ Telemarketing
✘ Just mobile ads
Mobile Marketing IS✔ Targeted
✔ Timed✔ Personal✔ Always on
✔ Measured
✔ Intelligent✔ Context-aware✔ Connected
There are many tools that power a mobile marketing campaign. !
现在有许多工具可用来驱动移动市场营销。
Mobile Web
enables instant buying decisions !
Customers search for product reviews, prices, suggestions before making the decision to buy !
#mobilesearch #mobileweb
Mobile Ads
target the right customers at the right time !
Mobile ads are context-aware and deliver tailored offers to the right customers #mobileads
M-Commerce
puts your products only a tap away !
m-Commerce empowers shoppers to buy truly anywhere and at anytime #mcommerce
Messaging
gets customers’ attention faster !
Mobile messages catch users’ attention instantly and they more likely to be acted upon !
#SMSMarketing
QR Codes
bridge traditional media and mobile devices !
QR codes create powerful links between print media and mobile content !
Mobile Apps
captivate and engage customers longer !Drive customer interactions and encourage brand discovery !
#mobileapps #apps #iphone
To be effective, Mobile Marketing must be
为实现高效，移动营销需要： 有目标 集成化
协调化 有斟酌 优化
• Targeted • Coordinated
• Integrated • Measured
• Optimised
Strategy is the differencebettween
0
100
200
300
400
No Strategy Strategy
Case Study & Examples
Case Study
Starbucks drives customer loyalty and brand discovery with mobile its Starbucks Rewards app
Starbuck Rewards Card App
星巴克利用其移动星享卡取得消费者的忠诚度及品牌认知度。
Starbucks
App features include: • Pay with your phone • Reload balance • Get directions • Explore products • Redeem coupons
Starbucks
Business benefits: • Increased customer spending per visit
• Increased store traffic • Build brand loyalty • Gain insight into customer preferences
• Deliver targeted offers
Case Study: IKEA
IKEA created a mobile app that makes shopping easier and more fun for its customers.
宜家制作了一个移动应用，使其客户购物更容易，更有乐趣。
App features include: • Furniture catalogue • Home furnishing ideas • View films in 360° •Place furniture in your own room with Augmented Reality
应用的功能包括： 家具分类 家具创意
360度图片预览 增强现实模拟将家具在自己家的效果
Business benefits: • Brand building • Generate positive buzz • Gain insights in customer preferences, likes & dislikes
商业收益： 建立品牌 生成正面传播
获得用户的偏好
Case Study: Meat Pack !
Meat Pack created an app that ‘hijacked’ customers when they entered a competitor’s store.
Meat Pack制作了一个应用可在用户进入竞争对手的商店时将用户“劫持”过来。
How it works: When a customer enters a competitor’s store, Hijack sends a timed discount that starts at 99% and decreases by the second.
工作原理： 当一个用户进入竞争对手的商店时，这个应用向用户发送一个限时的99%折扣，并每秒递减
Hijack was a great marketing stunt that resulted in great publicity for Meat App.
劫持是一个巨大的营销冲击，使Meat应用出尽风头。
Case Study: Diesel
Diesel offered discounts when people liked the product on Facebook by scanning a QR code.
Diesel向在facebook上为他们点过赞的用户提供折扣。用户只需扫描二维码即可为其点赞并得到折扣。
No strategy can succeed without … …
Break Time
Successful mobile marketing requires analytics
You can only manage what you can measure. !
You should never have to guess your marketing ROI.
您仅能管理您能衡量的范围。 您应从不需要猜测您的市场投资回报率。
But it’s not just about your marketing ROI. !
Analytics is the key to understanding your customers.
但这不仅关系到市场投资回报率。 数据分析是理解您的用户的关键。
Marketing Analytics empower you & your customers
About Analytics
Hands-on
Designing your own mobile marketing strategy
Let’s take an example. !
Maan Coffee: A Korean coffee shop chain in China
让我们举一个例子。 Maan咖啡： 一个在中国的韩国咖啡连锁店
Live test
Check your mobile phone in a few minutes
Thank you.
Let’s chat now.
