Mobile Marketing for CPG
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Presentation made to a team of consumer packaged goods brand managers.
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Mobile Marketing for CPG
- 1. Mobile Marketing By Scott Chapin
- 2. 54.9% Percentage of U.S. mobile phone subscribers using a smartphone as of June 2012 Nielsen
- 3. 64% Percentage of U.S. adults on 3G (January 2012) Informa WCIS+ via KleinerPerkins
- 4. 40M+ Tablets sold within the U.S. in the past two years comScore
- 5. 15% Percentage of search done from mobile phones Google
- 6. 8% Percentage of eCommerce that is mobile comScore via KPCB
- 9. Platform Basics mCommerce Location-based Augmented SMS Services Reality Digital Web Activation Mobile Digital Podcast Media Apps Payments/Cou pons Email
- 10. Wrigley’s Orbit
- 11. Kraft Foods
- 12. Evaluating Mobile Four questions to consider: • Where is your consumer? (traveling, at home, at work) • What do they need? (location, information, entertainment, support, purchase) • What devices do they have? (smartphone, tablet, laptop) • What content do you already have? (product information, coupons, video)
- 13. Thank You.
Notas do Editor
- http://blog.nielsen.com/nielsenwire/online_mobile/two-thirds-of-new-mobile-buyers-now-opting-for-smartphones/
- http://www.scribd.com/doc/95259089 – Slide 7
- http://www.comscore.com/Press_Events/Presentations_Whitepapers/2012/2012_Mobile_Future_in_Focus (Feb 2012)
- http://static.googleusercontent.com/external_content/untrusted_dlcp/www.google.com/en/us/events/thinkmobile2011/pdfs/time-for-mobile-is-now.pdf
- http://www.scribd.com/doc/95259089 – Slide 15 (May 2012)http://www.scribd.com/doc/95294719/KPCB-Internet-Trends-2012
- http://www.comscore.com/Press_Events/Presentations_Whitepapers/2012/2012_Mobile_Future_in_Focus
- http://www.comscore.com/Press_Events/Presentations_Whitepapers/2012/2012_Mobile_Future_in_Focus
- MobileSMS – most universal accessibility, high conversion rate, upfront and ongoing costsWeb – best rich, cross-platform experience; highly searchable, no install requiredApps – use advanced phone features (camera, gps, accelerometer), good for frequent access, creates icon on home screenMedia – apps require promotion, LOTS of formats (banner, search, iAds, video)Digital Activation – QR/2D, Shazzam, short URL, co-watchingmCommerce – selling is the next big thing (or maybe the current big thing)Augmented Reality – still somewhat of a noveltyDigital Payments/Coupons – various technologies (barcode, NFC, audio, GPS)Email – needs to be optimized for mobilePodcast – niche content sharing platformLocation-based Services – huge growth area (foursquare, Highlight, major platforms)
- http://www.mobilemarketer.com/cms/news/software-technology/10812.htmlhttp://www.mobilemarketer.com/cms/news/advertising/12564.htmlhttp://www.mobilemarketer.com/cms/news/advertising/13354.htmlhttp://m.wrigley.com/brands/orbit.shtml