The document discusses mobile marketing and provides tips for effective mobile engagement. It covers trends in mobile usage, why companies should use mobile marketing, how to create usable and engaging content, and how to structure mobile sites and apps. Examples of B2C, B2B, and B2E mobile strategies are provided. The presentation concludes with a workshop where attendees are divided into teams to develop mobile marketing plans for different audience types.

1. TheMobileChannel@Work
Using the Mobile Channel for Effective Customer Engagement
Tony Phukan
Digital Marketing & Communications
HP Enterprise Group Marketing
Twitter: @TonyPatHP

2. © Copyright 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.2
What do you expect in the next 90 minutes
The world of mobile marketing: 45 mins
Workshop: 30 mins
Feedback + Q&A: 15 mins

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The world that is…

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Why do you use your mobile devices for?

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Evolving services on Mobile Platforms
Navigation
Games
Videos
Social Media:
Facebook, Twitter
Paying
Bills
1995 2007 2010 2014 2018
Make
calls
Reading
Surfing
Email
Mobile
Wallet
Augmented
Reality
M-Commerce
Internet of
Things
Lead
Generation

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The Internet Revolution
+
The Gs

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*ZMOT: Coined by Google
The Internet that influenced Mobile Marketing

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What does the industry say?
SOURCE: The Neilsen Company – Sept 2013

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Mobile Marketing: Why?
Customer Acquisition
Customer Loyalty
Mobile Commerce
Customer Experience
Relationship
Push strategy
Direct sales
Experience

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Mobile Marketing Investments
Source: Forrester
SEO
Mobile
engagement
services like
strategy,
experience design
and analytics will
grow by the
largest amount

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How many of you have done this?
Uninstalled a mobile app that is
not easy to use1
2
3
Closed website that do not
have easy to click-in button
Downloaded 3rd party GPS apps
and not use Google Maps for
driving navigation
Users say they won't
recommend a business with
a poorly designed mobile site
Have turned to a
competitor's site after a bad
mobile experience
*Source: The Mobile Playbook

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Engaging Your Audience
Content I Structure & Design

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Content is KEY
USABLE EXPERIENCEABLE

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Content is KEY
USABLE EXPERIENCEABLE
Location-based content
Price/comparisons
Include hotline upfront (if any)
Connect with an industry report/
competitive analysis
Context-aware
Highly Convertible Headline
Visual - Icons, photos
Short video: chalk-talk/webcast
3D
QR Codes
Near Field Communications (NFC)
Augmented Reality
User Generated Content
Predictive search
Homepage layout

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Building Usability and Experience with your content
Your organization Usable Content Experienceable Content
Sportswear Provide Training Tips Daily Training Tracker
Bus Service Provider Bus Schedule App on Arrival Time
Business Service Thought Leadership
Article
Podcast/audio cast on the
move
SEO Agency Digital Marketing Advice Campaign Reporting Tool
e-commerce
(women’s wear)
Price and Catalogue Augmented Reality – see how
you look

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Structure and Design

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Structure and Design
Intuitive
User Responsive Web Design
Apply 3-clicks rule
Use readable fonts

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Channeling out to the ecosystem
Mobile Site Mobile App
SEO
Public
Relations
Company
Website

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Success of a Mobile Campaign in the US
90%
OF THOSE USERS
ACTED WITHIN 24
HOURS
59%
VISITED IN PERSON
AND…
95%
OF SMARTPHONE
USERS HAVE
SEARCHED FOR
LOCAL INFO
61%
CALLED A
BUSINESS AFTER
SEARCHING
SOURCE: The Mobile Playbook

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Case Studies
B2C I B2B I B2E

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B2C
Location-based content
User Generated Content
Words-in-a-box, no paras
User responsive design
3-clicks rule
Location based
Visual content
User responsive design

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B2B
Pioneers in B2B
30+ Mobile Apps
Location-Based
5000+ downloads
Captures customer data (login)
100+ Partner
Mobile Apps

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B2E
Reduced time
Saved on costs
Make quotas faster
Convert leads faster
Intelligent workforce Reduced time

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Evolution of Mobile Apps
OLD NEW

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Your Checklist: Understand audience’s mobile habits
1. Percentage of your audience accesses your site on mobile devices
2. Are they using tablets or smartphones?
3. How much time do they spend on your site?
4. Do they consume visual content?
5. What content are they accessing – by topic and by format?
6. What activities are they doing on your site, independently and as compared with
your overall traffic?
7. What other sites, social media platforms, and activities are they doing on mobile?

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Measuring your campaign
Step 1: Pervasive Tagging
− Track location
− Pages they look at
− Source (search engine, email, social media or other website)
Step 2: Measure Conversion
− Count open rates, click thru rates, visit duration, pages per
visit, video views, app downloads, attending an event
− Lead Gen: Get your customer info - BANT questions (keep it
simple 5 questions)
Google Analytics: 85% market share
− Downside: Not applicable in China

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Video – Mobile Marketing 2014
http://www.youtube.com/watch?v=b1tCtx3-g2g

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The future of Mobile Marketing
The lost world CIRCA 2014 and after
Augmented
Reality
Internet of
Things
Google Glass
Convergence
Convergence

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Video - Augmented Reality
http://www.youtube.com/watch?v=9vggMaEorqQ

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It is yours - PERSONAL
The WHOLE WORLD in your hands
LOCALised

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Workshop
Ideate I Deliver

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Your have 45 minutes
Divide into 4 teams
20 minutes given to each team
4 minutes each for presentation and 2 minutes critique
Tip: Keep simple and move fast (just like your favourite app)
Craft a mobile
marketing plan

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The Brief
Choose your focus: B2C, B2B or B2E
What do you want to achieve for this audience?
− Generate Leads
− Increase Awareness
− Nurture & Engage
− Increase Sales
− Improve Search
Step 1: Understand customer
Step 2: Apply your ideas for content, structure & design
Step 3: Measurement

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Questions

35. Thankyou