Mobile Shopper Marketing Strategic Framework

MMA Mobile Shopper Marketing Committee Page 1 10/18/16

IntroductionTheMMAMobileShopperMarketingCommitteeseekstohelpbrandstounderstandandutilizethevastopportunitiesthatmobilemarketingcanofferthatsatisfytheneedsofthemobileconsumerontheirpathtopurchase.Additionally,theMMAMSMCommitteeseekstofostersharing,continuedlearningandinnovationofmobilemarketingandtacticalstrategiesthatwillgrowtheshoppermarketingecosystemandmobileuserexperience.BackgroundSmartphonepenetrationhasgrownfrom35%in2011tonearly70%in2015.Mobilecommercewas$13.6Bin2011,at7%ofsales,andtotaledmorethan$100billionin2015whichismorethan30%ofallecommerceintheUS.Itisexpectedtogrowtoover$113.5Bin2017.(Source::https://www.internetretailer.com/2015/08/18/mobile-commerce-now-30-all-us-ecommerce)eMarketerrecentlyquotedthat40%of2017advertiserspendwillbegoingtodigital,withaquarteroftotalspendgoingmobile.Ascustomersshopfromtheirphonesmoreineverycategory,marketersneedtobeabletomakeiteasyforcustomerstoconducttransactionswiththeirbrandsontheirdevices.Over80%ofcustomersusetheirmobiledevicesbeforeheadingtothestore.Theseactivitiesofteninvolveresearchingproductsbeforeheadingtoastore,locatingstoresorcheckingshopperhoursbeforeevenleavingtheirhouse.61%ofAmericanssaytheychecktheirmobiledevicewhileoutshopping.Deloitte's2015GlobalMobileConsumerSurvey75%ofcustomersusetheircellphonesin-storetoruncomparisonshopping(22%),usingcoupons(19%),andlookingupproductsfordetailsandreviewinsights(18%).(Sources:a)https://www.internetretailer.com/2015/04/09/75-store-shoppers-use-their-mobiledevices-store.b)ForresterNorthAmericanConsumerTechnographicsRetailSurvey,2015)

80%ofcustomersarehappytoreceivealertsfrombrandsandretailersinstore,andnearlyallofthem(77%)arewillingtosharetheirlocationifitmeansthey’llsavemoney.Mobile-influencedstoresaleshavegrownover6Xsince2012,from$0.16Tto$0.97Tin2014.(Source:http://www.slideshare.net/G3Com/a-retailers-guide-to-ibeacon-marketing(slide40)comScoreIncrecentlyreportedintheirThe2016U.S.MobileAppReportthatwhiletimespentinsmartphoneappsaccountsforthemajorityofconsumers’time,retailappsareafractionofthistime,at4%ofmobileapptime.Theyalsonotedthattherateofconsumerappdownloadsisstartingtoreduce,whereonlythemostbrandloyalconsumersdownloadanewapp.Accordingtothesurvey(June2016),49%ofconsumersdownloadednonewappforthethreemonthsendingJune30th.Whatdoesallthisopportunitymeanformobilemarketersandpublishers?Howcantheyharnesstheopportunitiesandavoidsomeofthethreatsthatcontinuetoariseinthemobileshopperindustry?TheMobileMarketingAssociatedlaunchedtheMobileShopperMarketingCommitteeinlate2016specificallytoaddressthis,andtoexploreanddefinethemobileconsumer’spathtopurchaseandtoeducateandpromotebestpracticesamongstMMAmembers.

Mobile Shopper Marketing Strategic Framework

MMA Mobile Shopper Marketing Committee Page 2 10/18/16

MissionWiththeconsumerexperiencetopofmind,theMMAMobileShopperMarketingCommitteewillshare,explore,define,educateandpromotehowmobiledevicesandrelatedmobiletechnologiescanprovideanadditiveexperienceforaconsumer'spathtopurchase.TheMSMcommitteeinitiativeswilldriveunderstanding,usage,andbestpracticesofmobilemarketingtacticsformobilemarketersthatcanfostertrustandloyaltyfrommobileconsumersonthego.GoalsandObjectives

Defineeachmomentoftruthinthemobileconsumer’spathtopurchase Provideaglossaryofshoppermarketingtechnologiesandbestpractices Establishshoppermarketingbestpractices,specifictomobile,forleadingbrandsand

technologyenablers

Tactics Developcomprehensiveunderstandingofthemobileconsumer’spathtopurchase,including

each“momentoftruth”wheretheconsumercanactivelyorpassivelybeinfluencedfurtherdowntheirpath

Promoterelevantcasestudiesandbestpracticesfromleadingbrandsacrossallverticalstoincreasetheexposuretoshoppermarketinginitiatives

Bethepre-eminentsourcetoprovideinsightsandeducateonthevariousshoppermarketingtacticsandtechnologies,andthekeyusecasesforeach

CommunicatetotheMMAmembershipandbeyondviawebinarsthatemphasizetheappropriateandevolvingusecasesfortheessentialelements(above)

CurrentMobileShopperMarketingmembers(actualasofOctober2016)–wewoulddrawfromthisgroup,andbeyondtootherMMAmembers,tojointheWorkingGroup.Aarki inMarket RevealAppboy InMobi RiteAidCorpCiti LinkableNetworks SITOMobileDataXu,Inc. Mobeam,Inc. TheWeatherCompanyeBayInc Near Thinfilm(ThinFilmElectronicsASA)GlaxoSmithKline OwnerIQ TriadRetailMediaGoogle Pinterest TurnerBroadcastingSystem,Inc.Hathway Plexure UbimoiHeartMedia RetailMeNot Unacast

YP

ExpectedDeliverables TheMobileShopperMarketingMomentsofTruth NavigatingShopperMarketing:AGlossaryfortheMobileMarketer

o Directory,usecases,tactics,andtechnologies