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Barbara Moretti- European SMB Digital Product Marketing Manager at Pitney Bowes
La strategia mobile: ottimizzazione, dati e analytics per costruire il brand nell’era
digitale e multicanale
The communications challenge for businesses
• Multiple channels
• 4G
• Generation D
• Combining old with new
What are the rewards for getting it right?
• You match expectation
• You can ramp up profit
• Survival!
European landscape: Mobile
• Mobile data traffic increasing
• Italy least competitive mobile market; UK the most
• Italy highest mobile search usage and most frequent buyers on mobile
European landscape: Codes
• 60 mobile barcode scans made a minute
• Germany highest users of QR codes
• Madrid top city for barcode scans
• Spain least competitive market; UK and France the most
How to capitalise on the digital opportunity
• Embrace mobile
• Optimise on the move experience
• Combine with traditional channels
• Top tips
• Create a mobile optimised landing page
• Integrate mobile payments technology
• Innovate with QR codes
• Monitor scans and click through rates
• Support the multi-channel experience
The role of analytics within
• How to use social media and mobile customer data to improve future targeting and campaigns
Current barriers
• Customer awareness
• Retailer adoption
• Access to technology