mCordis Proprietary 2015
Mobile versus Mobility: A New Era of Connectivity and
Shopper & Consumer Engagement
Putting mobile at the heart of marketing
Michael Becker Co-founder & Managing Partner
@wearemcordis
mCordis Proprietary 2015
Presentation Access Request
This is an abbreviated version of the
presentation delivered by Michael Becker on March 12 during The
DMA Mobile Marketing Day 2015.
Request Access
http://www.mcordis.com/mobile-versus-mobility-a-new-era-of-connectivity-and-shopper-consumer-engagementhttp://www.mcordis.com/mobile-versus-mobility-a-new-era-of-connectivity-and-shopper-consumer-engagement
mCordis Proprietary 2015
Mobile Evolution
mCordis Proprietary 2015
Mobile…its evolving
January 13, 1946
1966
mCordis Proprietary 2015
1983 1990s 2000 2005 2007 2010 2013
mCordis Proprietary 2015
Print Recordings Cinema Radio TV Internet Mobile
The 7th mass media
mCordis Proprietary 2015
mCordis Proprietary 2015
Classroom video
mCordis Proprietary 2015
Landline phones are endangered species
mCordis Proprietary 2015
We’re never far away
mCordis Proprietary 2015
< Source: Unilever, 2012
mCordis Proprietary 2015
< Source: United Nations, 2013
mCordis Proprietary 2015
Mobile is Social
Source: Merkle 2014
mCordis Proprietary 2015
US Media Consumption – 90% across digital screens 2009~2014 TV drops from 45% to 36%, mobile grows from 3.7% to 22% in same time period!
Source: eMarketer, 2013
Mobile, 22%
TV 36%
Desktop, 17.7%
Radio, 11%
Print, 3.5%
Consumer Media Time Allocation 2013
Other, 1.9%
Source: eMarketer, 2014
mCordis Proprietary 2015
Maslow’s ‘Hierarchy of Needs’ Revisited
Connectivity
mCordis Proprietary 2015
mCordis Proprietary 2015
Linear vs. Non-Linear approach to engagement
mCordis Proprietary 2015
DIGITAL INFLUENCES
36% USE DEVICE BEFORE OR
84%
mCordis Proprietary 2015
MOBILITY CAUSES & ENABLES IRREVO
mCordis proprietary 2015 ©
mCordis Proprietary 2015
CONNECT ME HELP ME FIND UPDATE ME ORGANISE ME INFORM ME ENTERTAIN ME LET ME BUY LET ME SHARE
MATCHING MOBILE ‘NEED STATES’
mCordis Proprietary 2015
BrandSpark’s Global Shopper Studies among over 250,000 shoppers uncover major concerns and behaviours of shoppers around the world. Shopper Army will make this information available to shoppers for the first time
Value, Health, Convenience, Trust…
Source: 2014 BrandSpark Canadian Shopper Trends Study. Copyright © BrandSpark International. All Rights Reserved.
mCordis Proprietary 2015 CICERO 80BC
“If you wish to persuade me, you must think my thoughts, feel my feelings and speak my words.” CICERO 80BC
mCordis Proprietary 2015
The Marketer’s Role…
mCordis Proprietary 2015
mCordis Proprietary 2015
Chumming
mCordis Proprietary 2015
Realization
mCordis Proprietary 2015
“We Need a Bigger Boat!”
mCordis Proprietary 2015 28
Total U.S. Marketing Services & Media Spend
$390 Billion Advertising Age, 2014
mCordis Proprietary 2015
mCordis Proprietary 2015
The Path to Purchase
Awareness Consideration Purchase Adoption Advocacy
1889 – PRESENT One to many broadcast marketing
Loyalty Advocacy
1993 – PRESENT One to one relationship marketing
2007 – PRESENT One to one to many relationship marketing
mCordis Proprietary 2015
Content is the one thing the all media in common
EARNED
PAID SHARED
OWNED
Content
mCordis Proprietary 2015 32
"Content builds relationships. Relationships are built on trust. Trust drives revenue." - Andrew Davis, Author, Brandscaping
mCordis Proprietary 2015 33
“Content is not king. Conversation is king. Content is just something to talk about.” CORY DOCTOROW
mCordis Proprietary 2015
Marketing Today: Two Views
Activity
Omni-channel
Multi/Cross-channel
Audience “customer’s” View
“marketer’s” view
The Experience
mCordis Proprietary 2015
Digital-social-mobile marketing Traditional marketing
Marketing
mCordis proprietary 2015 ©
mCordis Proprietary 2015
The Marketing Orchestra THE NEW ROLE
OF THE
CMO
mCordis Proprietary 2015
mCordis Proprietary 2015
Mobile Media Elements
Mobile Presence (Temporal/Persistent) • Mobile Web (native/responsive/progressive) • Mobile App (native/hybrid)
Mobile Messaging • Text • Multimedia • Email • USSD • Bluetooth* • Push notifications* *Requires an app
Physical media triggers • Visual search (e.g. QR, Image, Wartermark) • Audio search (Shazam) • Star Star • Common short codes • Proximity triggers (Audio, BLE, NFC, RFID) • Social media
Mobile Advertising Formats • Text • Display • Search • Native • Rich Media • Video/Interactive Video • Audio • Mobile SEO Mobile Enablers • Commerce: proximity, m-commerce,
remittance, mobile wallets • Augmented reality • Location • Loyalty & CRM • Social • Analytics and targeting • Search • Sensors
mCordis proprietary 2015 ©
mCordis Proprietary 2015
“THE ONLY WAY TO PREDICDT THE FUTURE IS TO CREATE IT”
PETER DRUCKER
mCordis Proprietary 2015
"Mobile is becoming a front door with Target, that's really where we're going.” Casey Carl, Target's president of omni-channel strategy and experiences (2014)
Source: Internet Retailer
mCordis Proprietary 2015
Case Studies available in full-version of presentation.
Request Access
41
http://www.mcordis.com/mobile-versus-mobility-a-new-era-of-connectivity-and-shopper-consumer-engagement
mCordis Proprietary 2015
“The medium is the message.“
MARCHAL MCLUHAN
mCordis Proprietary 2015 Source: The Internet Mapping Project: Opte.org
The Internet of Everything
2015 (actually 2009)
mCordis Proprietary 2015
By 2017,
87% of connected devices
will be
smartphones or
tablets
mCordis Proprietary 2015
Mainframes(centralized)
PCs (dedicated) The Internet(connected)
Smarthones (compueron every person)
Internet of Everything(ComputingEverywhere
Mainframes (centralized)
PCs (dedicated)
The Internet (connected)
Smartphones (computer on every
person)
Internet of Everything (Computing Everywhere
Time
$ Evolution of computing
Wave 1
Wave 2
Wave 3
mCordis Proprietary 2015
CONNECTIVITY LEADIN TO
QUANTIFIED SELF
mCordis Proprietary 2015
sextillion connections
Source: Cicsco, 2013
50~100 Billion Connected Devices
2020
mCordis Proprietary 2015
MOBILITY IS LEADING TO
QUANTIFIED CUSTOMER
mCordis Proprietary 2015
“Our competitive set is no longer Omnicom and IPG and Publicis. It is Nielsen and GFK. It’s the data companies.” WPP CEO Sir Martin Sorrell. Source Harvard Business Review March 2013
mCordis Proprietary 2015
IoE will generate $19 trillion in economic benefit to society
over the next ten years, 11% will be
captured by retail. (Cisco, 2014)
mCordis Proprietary 2015
Data – the new black gold and the 6Vs
• Volume • Variety • Velocity • Veracity • Visualization • Value
mCordis Proprietary 2015
Personal Data Exchange Marketplace
PDEM 1.0
Data Brokers
(3rd Party)
Commercial Organizations (1st/2nd Party)
Media & Advertisers (3rd Party)
© mCordis 2015
People
Regulators
mCordis Proprietary 2015
MASTERING DATA SCIENCE COLLECTION / ANALYSIS /APPENDING / REFINING / INTUITING / ACTING
mCordis Proprietary 2015
Required Data Types
None Demographic Behavior Transaction Behavior, Transaction Behavior, Transaction, Preference
0% - Anonymous
- Public
- Identified
- Acquainted
- Engaged
- Intimate
Mass
Informed
Segmented
Targeted
Recognized
Personalized
Brands/Advertisers are here
Brands/Advertisers think they are here
Brands/Advertiser should and can be here
Advancing Engagement
Source: Waterfall
mCordis Proprietary 2015
Worldwide CMOs: What will have biggest impact by 2020?
Internet of Things
Real-time Personal transactions
Wearable tech
Virtual reality
Privacy Other
Jan’ 15
mCordis Proprietary 2015
mCordis Proprietary 2015
CREEPY
CLEV
mCordis Proprietary 2015
PRIVACY IS NOT BINARY
mCordis Proprietary 2015
“Permission is a process, not a moment.” Seth Godin
mCordis Proprietary 2015
DATA ABOUT ME
MY DATA
mCordis Proprietary 2015
A NEW ERA FOR PRIVACY
mCordis Proprietary 2015
The meaning of privacy
“Privacy is the claim of individuals, groups or institutions to determine for themselves when, how, and to
what extent information about them is communicated to others.”
(Westin, 1968)
mCordis Proprietary 2015
63 DESIGNDISTSRICT.COM
mCordis Proprietary 2015
“A personalized internet is a better internet. To get here we need to have transparency and afford the individual control. It comes down to being able to make a statement that users own their data, which they can examine, take it with them to other sites and vendors that they trust more in a market that helps people make these trade-offs and decisions.” Marissa Mayer, CEO, Yahoo! (Jan. ‘15)
http://www.thedrum.com/news/2015/01/23/yahoo-s-marissa-mayer-some-internet-vendors-are-not-being-transparent-enough-data
mCordis Proprietary 2015
EPICENTRES OF DATA FIRST PARTY DATABASE SOCIAL NETWORKS / MOBILE OPERATORS / RETAILERS/ FINANCIAL SERVICE Co’s CONSUMER - DIRECT
mCordis Proprietary 2015
Digital Secure Distribution
Connected Devices
Personal Information Cloud
mCordis Proprietary 2015
“A 20-year business cycle in which the most successful enterprises will reinvent themselves to systematically understand and serve increasingly powerful customers.”
FORRESTER: THE AGE OF THE CONSUMER mCordis proprietary 2015 ©
mCordis Proprietary 2015
Foundations of competition have changes
mCordis Proprietary 2015
mCordis Proprietary 2015
“Putting mobile first isn’t fitting a responsive desktop design into a mobile screen, it isn’t even a project. It is about making mobile an irrevocable and indispensable part of our business. It’s about connecting our stories to everybody and the world around them, wherever they may be, on every occasion, by enabling desire and the instant before. It’s about allowing mobile to do what it does best, which is the same thing we do best: connecting people.” One day all brands and all marketers will view mobile with the same clarity.
mCordis Proprietary 2015
Six Master Themes
mCordis Proprietary 2015
Six Master Themes
OMNI-CHANNEL MARKETING (CONSUMER EXPECTATIONS
ARE SET BY EVERY INTERACTION)
1
mCordis Proprietary 2015
Six Master Themes
BRANDS AS PLATFORMS , COLLECTION OF
EXPERIENCES LEAD BY CONTENT AND ENGAGEMENT
2
mCordis Proprietary 2015
Six Master Themes
MARKETING AUTOMATION
3
mCordis Proprietary 2015
Six Master Themes
DIRECT TWO-WAY
RELATIONSHIP WITH CONSUMERS
4
mCordis Proprietary 2015
Six Master Themes
MOBILITY AS THE BRIDGE BETWEEN PHYSICAL &
DIGITAL WORLDS
5
mCordis Proprietary 2015
Six Master Themes
DATA & PRIVACY
6
mCordis Proprietary 2015
Connecting, engaging and influencing customers with and through mobile. SOURCE: mCordis, 2014
Mobile Marketing
mCordis Proprietary 2015
“IT IS NOT THE STRONGEST OF THE SPECIES THAT SURVIVES, NOR THE MOST INTELLIGENT, BUT THE ONE MOST RESPONSIVE TO CHANGE.” CHARLES DARWIN
mCordis Proprietary 2015
[email protected] WWW.MCORDIS.COM @MOBILEDIRECT
WE EDUCATE WE ADVISE
Join the mCordis Mobile Insights Alert Service – receive weekly mobile marketing insights! Text mCordis to 55155 (U.S. Only. Std. rates may apply)
Slide Number 1Presentation Access RequestMobile EvolutionMobile…its evolvingSlide Number 5Slide Number 6Slide Number 7Slide Number 8Landline phones are endangered speciesWe’re never far awaySlide Number 11Slide Number 12Mobile is SocialSlide Number 14Maslow’s ‘Hierarchy of Needs’ RevisitedSlide Number 16Slide Number 17Slide Number 18Slide Number 19Slide Number 20Value, Health, Convenience, Trust…Slide Number 22The Marketer’s Role…Slide Number 24ChummingRealization Slide Number 27Slide Number 28Slide Number 29The Path to PurchaseContent is the one thing the all media in commonSlide Number 32Slide Number 33Marketing Today: Two ViewsSlide Number 35The Marketing OrchestraSlide Number 37Mobile Media ElementsSlide Number 39Slide Number 40Slide Number 41Slide Number 42The Internet of EverythingSlide Number 44Evolution of computingSlide Number 46Slide Number 47Slide Number 48Slide Number 49Slide Number 50Data – the new black gold and the 6VsPersonal Data Exchange MarketplaceSlide Number 53Advancing EngagementWorldwide CMOs: �What will have biggest impact by 2020?Slide Number 56Slide Number 57Slide Number 58Slide Number 59Slide Number 60A New ERA FOR PRIVACYThe meaning of privacySlide Number 63Slide Number 64Slide Number 65Digital Secure DistributionSlide Number 67Foundations of competition have changesSlide Number 69Slide Number 70Slide Number 71Six Master ThemesSix Master ThemesSix Master ThemesSix Master ThemesSix Master ThemesSix Master ThemesMobile MarketingSlide Number 79Slide Number 80