sponge - mobile making sense of the most pervasive channel
TRANSCRIPT
BlackRockCURRENTS
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MOBILE – MAKING SENSE OF THE MOST PERVASIVE CHANNEL
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WE KNOW MOBILE
Founded in 2002.
Pure-play agency for mobile and tablet activity.
Offices in London, West Africa and East Africa.
Led by insight and creativity, powered by in-house technology.
Multi-award winning.Alex Meisl, Sponge Chairman:Also Chairman of the Mobile Marketing Association.
Jo Rabin, CTO:Co-chair of the W3C committee on mobile standards.
1. WHO WE ARE
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431m visits109m unique users15m app downloads4.73bn page views4.7m social followers.
60% via mobile
LONDON2012.COM STATS
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On average, the time difference between first search and purchase is one month on the web
and one hour on mobile
THE GOOD, BAD AND THE UGLY
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34% of US smartphone users cancelled their planned purchase in store, due to information
they got from their mobile phone.
THE GOOD, BAD AND THE UGLY
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70 % of smart phone users research products in store
over 15% of online Christmas shopping via a mobile device
> 50% smartphone penetration
THE GOOD, BAD AND THE UGLY
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80% of companies advertising on Google in the UK do not have a mobile optimised
version of their website
THE GOOD, BAD AND THE UGLY
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488 million smartphones were shipped during 2011, compared to 415 million PCs
THE GOOD, BAD AND THE UGLY
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4 out of 10 shops will shut in the next five years as consumers turn their backs on traditional
stores in favour of online shopping
THE GOOD, BAD AND THE UGLY
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Mobile is the ultimate personal
device. It can drive loyalty better
than any other channel
Mobile is the ultimate personal
device. It can drive disloyalty better
than any other channel
THE MOBILE CONUNDRUM
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Develop a strategy for your mobile audience
Don’t Develop a mobile strategy
MOBILE STRATEGY
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Mobile has both caused and enabled an irrevocable change in consumer behaviour
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VAST MAJORITY OF CMOs ARE UNDERPREPARED TO MANAGE THE IMPACT OF KEY CHANGES IN THE MARKETING ARENA
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PREFERRED SOURCE OF PRODUCT AND SERVICE INFORMATION% social media users
Source Nielsen 2011
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Case Study - Nike
….AND INFLUENCES OUR DECISIONS BASED ON THAT LOCATION
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AOV is c. 20% lower
3 x as many visits to Store Finder than desktop site
DON’T THINK IN SILOS…THE DANGERS OF ATTRIBUTION
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Long
er =
CRM
Wider = mobile web
Deeper = Apps
Long
er
Deeper
Wider
SHAPING A MOBILE APPROACH
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80% of branded applications get less than 1,000 downloads
"When brands get it right, the returns can be huge." The problem appears to be that most are getting it wrong.
Howard Davies, Media Partner
“Let’s build an app”
RECOGNITION OF THE NEED FOR QUALITY
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MobileDesktop 2014-2015: Mobile web traffic will exceed desktop traffic
OPTIMISED SITES DELIVER IMMEDIATE TRAFFIC GROWTH
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Its not just about screen size but about device type and context for device content
CHALLENGE OF CONTEXT AND ATTRIBUTION
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Did you know 5 Birds Eye Chicken Dippers have less saturated fat than one sausage?
Have you tried making a Birds Eye Fish Finger Pie? Layer fish fingers, beans & mash!
….. Crispy Chicken & Birds Eye Soya Beans = a tasty meal!
Cross Category
Recipe Ideas
Nutritional
BUILDING A RELATIONSHIP
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Sponge developed the Monopoly game for McDonalds to build the largest retail gaming proposition in the UK
It drove participation and created data capture opportunities with over 16m entries in 2011, and 30% via mobile (vs 9% in 2010)
Success of campaign has resulted in extending to other EU territories, including France, Spain, Italy and Switzerland for 2012
CREATE EXCITEMENT
2. WHAT WE DO
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1. Collect to win game – Users collected properties and could enter when they have full set (2, 3 or 4 pieces). Prizes linked to rarity of the property set.
2. Daily bonus game – chance to win 28 x €10,000 over a total of 15m draws across promotion.
Recognition3. Badging – Enter the highest number of codes
relating to a specific property on the board can become ‘Mayor’ receive other awards.
4. Facebook heat map – to show the distribution of prizes won/claimed throughout France
ADD FURTHER VALUE
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INTERFACE AND CATALYST FOR SOCIAL MEDIA SHARINGSponge helped Bacardi drive sales of Mojito cocktails in Revolution bars by 264% through a Facebook check-in promotion
Promotion now re-launched in Novus bars to include mobile vouchers redeemed in bars and an SMS prize draw
CASE STUDY
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INTERACTIVE RICH CONTENTSponge has built a mobile hub for Adidas across web and apps allowing teens to showcase videos of their sporting abilities, and discuss and check out the achievements of their peers
Enables multi-layered CRM across SMS, email, push notifications, check-ins to build dialogue, affinity and ultimately sales
CASE STUDY
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Local servicesTraffic informationMechanical dataServices reminderBreakdown and insurance claim support
CONNECTING WITH CUSTOMERS ALL YEAR LONG
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M-COMMERCESponge helped Dyson design and build an m-commerce site that beautifully reflected their brand values
Adhered rigorously to high standards of design at Dyson whilst creating a unique experience and navigation for mobile and tablet devices
CASE STUDY
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DIGITISING THE PHYSICAL ENVIRONMENTSponge helped Evans apply QR codes to price tickets and print campaigns to send users to mobile web pages
These pages contained extra information to provide a rich, informative experience and drive high value purchases
CASE STUDY
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HypeQR codesApp creation tools(most) Branded AppsBeing a Mayor
Hype vs Substance
Substance
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HypeQR codesApp creation tools(most) Branded AppsBeing a Mayor
Hype vs Substance
SubstanceNFCLocationImage RecognitionVoucheringSMS
