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AIMS 2012- Tyson Higginbotham COG, Inc VP Marketing/Business Development “Best practices of marketing to mobile”
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MOBILE MARKETINGTyson HigginbothamV.P. Marketing / Bus. Dev.
The train has left the station
it is picking up steam!
&
Adoption rate twice that of the WWW.
2011 Paradigm ShiftConsumers prefer mobile
What You Need To Know About Mobile For 2012
Complete Mobile Ecosystem TodaySMS / MMS
QR CODES
APPLICATIONS
SOCIAL
MOBILE CRM
Early Trends Don’t Show Any Signs Of Slowing Down!
50% OF THE POPULATION BY
2015
2015:80% OF POPULATION USING MOBILE PHONE
30% OF POPULATION ON TABLETS
Consumers Are Using Mobile For Everything
87% of smartphone owners
access the internet and email on their handheld*
13% of organizations integrate mobile with email
21% of organizations report integrating email with mobile is effective
Changing the game for how we think of email
Trends Are Staggering44% Growth
SMART PHONE
44% Growth TABLETS / E‐READERS
23.5% GROWTH
MOBILE DEVISES RULE THE
MORNING AND EVENING
AND EVENING
MOBILE DEVICES RULE
THE MORNING
AND EVENING
Mobile Is Effecting Every Aspect Of Our Lives!
Brands are taking notice60% INCREASE IN MOBILE SPEND
SMS / MMS
MOBILE OPTIMIZED WEB SITES
APPLICATIONS
SOCIAL
SHARE
MOBILE CRM FOR TABLET
STRATEGY IS ESSENTIAL TO END USER EXPERIENCE AND END USER ENGAGMENT
Marketing To The Pocket/ Purse Is Very Different Than Any Other Direct Marketing
Everyone Uses TextTransactional Push
What You Need To Know About SMS
Over 8 Trillion Text Messages where sent in 2011
Of the world’s
4 billionmobile phones in use,
1.08 billionare smartphonesand a whopping
3.05 billionare SMS enabled(950 million are not SMS enabled)
75%
27%27% 25%
What is the size of the mobile market?
Macy’s is Mobile
ENTER ONLINE TO RECEIVE
OFFERSCALL TO ACTION
SEND TEXT
RECEIVEOFFER &
LINK
Macy’s is Mobile
REDBOX TEXT DEALS
MAKE IT FUN
MAKE IT SOCIAL
REDBOX TEXT DEALS
Generated 1.5 million text messagesIncluded 400,000 unique customersCreated 200,000 new SMS subscribers
What You Need To Know About Mobile Optimize Web SitesPEOPLE ARE ACCESSING THE WEB FROM MOBILE AND TABLETS
UP TO DATE INFORMATION CONNECTED AT ALL TIME RESEARCH / SHARE
Global Mobile vs. Desktop Internet User Projection, 2007‐2015E
THE ANDERSONS IS MOBILE!SHOP
CONNECTENGAGE
ALL ON YOUR MOBILE DEVICEUTILIZE MOBILE TO DRIVE CUNSUMER ENGAGMENT TO YOUR CRM
Engagement Begins with Registration at The Andersons Store web site.
Engage Consumers on Your Website
CONNECT TRADITIONAL
MORTAR
CONNECT IN BRICK AND
MORTAR
CREATE VALUE
DELIVER VALUE
THE ANDERSONS INVITES
CONSUMERS TO OPT – IN
FOR TEXT ALERTS
DELIVER RELEVANT TEXT ALERTS
WHAT YOU NEED TO KNOW ABOUT APPLICATIONSPEOPLE ARE DOWNLOADING APPS!
QUICK TO GET TO MARKET UPDATES AND ACTIONS
10.6 Billion apps have been downloaded
300,000 Mobile apps have been developed with the last 3 years
1 in 4 apps are never used once downloaded
Mobile Applications are expected to peak in 2013
•Lengthen park visits through enhanced park engagement •Increase in-park revenue within-app ticket purchase capabilities •Promote and up-sell park features using mobile messaging and a custom CMS
Mobile CRMUSING SMART PHONE AND TABLET Medtronic CRM salesforce deployment
Plan of action
Rep Plan of ActionCustomer needs
are identi ed
Sales Stages
Rep reports visiting PDA-
checks Sales Stages
Marketing & SalesCycle
Management
Sales & Marketingde ne strategyfor Sales Cycle
Tailored Multi-channelMarketing campaigns
HQ functions preparemessages
Tailored Marketingmessages
Customer receivesmulti-channelmessage and
takesaction
SystemDatabase
Closed Loop Marketing and Sales
Mobile CRM USING SMART PHONE AND TABLET CRM salesforce deployment
DIRECT PRESENTATION
REAL TIME DATA PROCESS
SHORTENED SALES CYCLE
Mobile CRM
What to look for in the future
Near Field Communication [NFC]What is it?
Frictionless Transactions Short Range wireless RFID technology
Close Proximity / Physical Touch is Required
NFC is the technologybehind Google Wallet
Mobile Ping
Video demo
Moosejaw / marxent
Augmented Reality
Video Demo
•37% increase in same period sales. •33% increase in catalog response rate.
•75K+ downloads in a 5 week period.
What to look forward to in 2012
• Mobile web sites• Development of apps• Rich media mobile advertising• Driver of CRM based loyalty programs• Experience driven QR codes• Social Strategy will be more tightly woven
into the fabric of mobile• Location based Advertising• Augmented Reality
MOBILE PAYMENTS IS THE NEW FOCUS
GOOGLE WALLET/PAYPAL
FOCUS ON SMART PHONES / FADING OF FEATURE PHONES
Key Points to Take Away From today’s Briefing
Strategy is keyEnd User Experience is Paramount
Give to GetProvide highly relevant content
Strategy that stitches together traditional and non-traditional that
Is focused on “the experience”
Delivers relevant content
Closing the marketing loop
Remarket to end users that are taking action NOW!
Tyson HigginbothamV.P. Marketing / Business Development
800-285-0808614-203-1851
[email protected] keyword “TYSON” 614-385-0421