mobility: mobile marketing and social media from dmai 2014 in new delhi
DESCRIPTION
Michael Leander's mobility presentation at the 3rd DMAI 2014 organized by the Direct Marketing Association India and co-sponsored by Strategic Marketing Services, SAP and others. Talk centered around mobility and how mobile marketing and social media marketing should work together.TRANSCRIPT
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Thoughts about mobility
Michael Leander
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@michaelleander #dmai2014
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What secrets do you have in your phone or tablet?
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The Fad
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New opportuni3es to interact and get a response from your
audience using QR codes (or not)
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Drink and scan – if you can !
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Scan and download a book
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How does QR code ac<ons influence social interac<ons?
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Quick fix: Social, mobile & everything else are intrinsically linked
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The Facts
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India to register 72% mobile penetra<on by 2016 (Gartner)
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China and India will add more than 400m new smartphone users amid growth for FirefoxOS
and Android, forecasts Mediacells
Smartphone explosion in 2014 will see ownership in India pass US
hDp://www.theguardian.com/technology/2014/jan/13/smartphone-‐explosion-‐2014-‐india-‐us-‐china-‐firefoxos-‐android
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Handset Users in India
q There are around 904 million telecom subscribers in India with more than 90% of the subscribers using mobile phones.
q With a teledensity of 73.32,India has the second largest subscriber base in the world.
q 60% of the subscribers base belong to the urban segment.
Source : TRAI Oct 2013
875.48
29.08
Wireless
Wireline
Number of subscribers ( Millions)
545.09
359.48
Urban Rural
Number of subscribers in Millions (Urban vs rural )
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Mobile internet capacity Usage
Source : IAMAI & IMRB study
Mobile internet subscribers by Dec 2013 (MM)
q Number of 3G Users in India is expected to increase exponen_ally by 2015 and reach close to 100 million subscribers.
103
27
Urban Rural
3G Users in India (MM)
56
96
July 2013 Mar 2015
Source : PhilipCapital
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Tablet takes over
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Get the State of Mobile Marke<ng Report India – free !
• Email: [email protected] • Or hand me your business card aeer I’m done
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Market is
massive growing changing challenging
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Automated campaign a massive success ... In Turkey
• Sign-‐up via qualifica_on
• IVR • Different Axe girl calls every day
Think: Solves a real problem in a fun way (service) and generates con3nous awarenesss
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The Objec<ve
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Abort your ac<vity approach
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Change percep3on Samsung Apple
Nokia
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Retain Sell
Engage Be found Be there
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The new FURDIC methodology for engagement
About content marke3ng & personalized experiences for more effec7ve customer acquisi7on, nurturing and reten7on.
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FURDIC -‐ > The feel good feeling related to your digital presence
Can your audience FURDIC ? – Find – Understand – Relate – Do – Interact – Complete (transac_on)
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Can your audience FURDIC ?
– Find > what are they looking for and why? – Understand > what do they need to understand ? – Relate > what might they relate to? – Do > what would they like to do? – Interact > how and when would they like to interact with us?
– Complete (transac_on) > what would they want to complete, or how would they like to transact?
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The Behavior
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New challenges, new opportunities
Touch
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Get your phone or tablet
If you are online go to www.dmai.co
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Does she scroll? • Average pixel length of a ver_cal scroll?
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Social interac<ons in the mobility space
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Most buyers travel across all plaUorms
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Use case – mobile – PC -‐ tablets
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Think devices, <me of day and frequency in an omnichannel presence?
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The Ques<on
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Are Indians more likely to share than people from other countries
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Indians crazy about sharing
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“Gimme some
tac3cs or I’ll take a big bite of the apple
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The Tac<cs
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Differen<ate your social media ac<vi<es to make it device targeted,
wherever you can
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Understand how func<onali<es of social networks differ depending on
plaUorm and device used
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• Expecta<on • Excellence • Exci<ng • Experience • Emo<ons (leading to ac_on)
• Enablement
The importance of E’s in your [mobility] marke3ng mix
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7 proven senses to consider for your digital marke3ng ac3vi3es
• Lust; the an_cipa_on of pleasure, (which we crave) • Mys<que; an unanswered ques_on that intrigues us and
makes us want to solve the puzzle • Alarm: the threat of nega_ve consequences, which demands
immediate response • Pres<ge: symbols of rank and respect, which earn us status
and admira_on • Vice: rebellion against rules, which tempts us toward
“forbidden fruit” • Trust: certainty and reliability, to which we give our loyalty • Commonsense; use your commonsense
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Which senses do this Westin mobile add play on?
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Visuals s3r emo3ons
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Whatever you do, make sure that you create a [unique] feel good feeling
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But how?
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Integrate across all channels -‐ smart !
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Community engagement – mobile/social • The secret lives of
luxury shoes • Photos are
submiDed through Instagram using the hashtag #BGShoes
• Image is placed on Bergdorf’s map of ManhaDan
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Social media and mobile marke3ng
• Have a single goal in mind for each channel
• Optimise each social presence for mobile (e.g. Facebook apps)
• Time your mobile focused posts
• Favour image and location based marketing
• Use mobile apps to manage your account and activity
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New opportuni3es for engagement << merely a collec7on of blog posts turned into a magazine
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2nd screen opportuni3es
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How does mobile & relevant ”3me and place offers” 3e in with
the overall customer
experience and your webpresence
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Priori3se video in your mobile op3mised site.
Video content highly effective for engagement & conversion
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@michaelleander #michaelleander Pictures here:
facebook.com/michaelleandernielsen
Pinterest.com/michaelleander
Email address: [email protected]
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Want to know more? Here’s what to do
• Come say hi & join the fun over at my Facebook page hDps://www.facebook.com/michaelleandernielsen
• Stay tuned for more content on Twiber hDp://www.twiDer.com/michaelleander
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• If you missed the 7 points, send me an email to [email protected]