How TO MAKE MONEY WITH mobile marketing ! Mani Pessiani-14092013.
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Transcript of How TO MAKE MONEY WITH mobile marketing ! Mani Pessiani-14092013.
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How TO MAKE MONEY WITH mobile marketing !
Mani Pessiani-14092013
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•EVERYONE HAS A•SMARTPHONE!
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Smartphones and Applications
40+ installed applications on device (average)
Source = Médiamétrie - IDC
247 million SMARTPHONES Shipped in Q2 2013
+52% YoY Change Q2 2012 and Q2 2013
72% of smartphone owners have used an application
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janv-09 juil-09 janv-10 juil-10 janv-11 juil-11 janv-12 juil-12 janv-13 juil-130%
5%
10%
15%
20%
25%
30%
35%
40%
45%
AndroidiOSSymbianRIM
Operating Systems since 2009
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•GOOGLE PLAY:
Launched March 2012.
Android Market, Google Movies, Google ebookstore , Google Music
1 Million Apps, 48 Billion Downloads
•APPSTORE :
Launched July 2008 with iPhone 3G
900 000 Apps, 50 Billion Downloads
•WINDOWS PHONE STORE:
Launched September 2011
160 000 Apps, 2 Billion Downloads
Application Stores
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The smartphone : the 1st Screen of our lives
69% use their smartphone before making a purchase
40% of the internet search comes from mobiles
Source = Google/IPSOS
70% have searched a product or a service on their smartphone
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Mobile but also Local and Social
70% consult social networks on their smartphone
85% look for local information on mobile
Source = Google/IPSOS + SNCD+TNS Sofres
60% would accept to receive location-based commercial offers
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Digital Loyalty on Smartphones
Source = INIT + SNCD
73% want promotions when using loyalty programs on smartphones
83% would like to have their loyalty cards stored in their smartphone
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•SO LET’S •GET TO WORK!
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A good mobile solution is first and foremost a simple idea, carefully developed, with results on sales and of which everybody talks about.
The Value Proposition
An integrated approach ensures the success of your
offer to the brand
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A Good Mobile Marketing Offer
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Full support in ideas and in the execution of a rich user experience
Specific contents in order to inform and entertain around your client’s brand and products
Innovative features to promote your client’s brand and products
A targeted approach to federate customers to your client’s brand
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Phase 1: ThinkingAnalyzing brand
problematic (visibility, promotion, customer
relationship )
Recommending the strategic scenario of the «simple idea» (a
content, a feature, an information, a
service...)
Create the user path and the interactions
with the brand and the community
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Phase 2: ProducingFunctional and
illustrated building of the application
Definition of the graphic interface and user
interactions
Creation of the embedded contents, promotions and geo-marketing modules
Multi-platform technical programming (iOS,
Android, Windows...)
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Phase 3: Communicating
Communication plan
Copywriting
Influential target identification
Community Management
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Then… Analyzing
Usage report (offline data consolidation)
Built-in Sensors
Most used features analysis
Consolidated volume of downloads on every
platforms
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A Good Mobile Solution in 4 steps...
ConsultingMarket analysisBenchmarkStrategic
CreationErgonomics/UXTechnical SpecsGraphic Charter
DevelopmentApplicationInterface ManagementBack-Office flows
ServicesAnalyticsCommunicationMaintenance
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•CASE STUDY
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Mobile Marketing for Points of Sales
...At home ...In the street ...In points of sale ...At the checkout
An Innovative Solution Intended for Retail Brands
A COMPLETE SHOPPER EXPERIENCE...
Inquiring about the brand products
Planning to buy thanks to its friends advices on social networks
Following directions to the point of sale
Receiving promotions near the points of sale (Geofencing)
Using received informations to shop
Geo-locating to win loyalty points
Using its loyalty card
Redeeming its discount coupons and benefits
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Catalogue and Points of sale
‣Search of Products/Service through the catalogue
‣Geo-location of nearby points of sale
‣Store Brand News access: new products/services, special offers, events...
‣Share of Product/service Information with the community on social networks (Facebook, Twitter...)
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Traffic Generation and Promotion
‣Push of targeted Promotional messages near points of sale using geofencing
‣Use of dematerialized coupons: with automatic destruction once it has been used and real-time control of quantities
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‣Digital Loyalty Card Loyalty program registration, Card integration, management of the account and benefits
‣Check-in and Reward in Points of saleChecking-in (QR Code scanning or iBeacons) in points of sale to gain points
‣Access to Exclusive benefitsConversion of points gained into goods: discounts, gift certificates, gifts...
Loyalty Program and Rewarding
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Trafic et Promotion - Program Menswear
Backoffice Administration
A web interface to plan promotions for the store brand/franchise or the point of sale :
•Messages management (events, flash sales, info...) or promotions in Push mode
•Selection of the points of sale
•Available quantities
•Offer validity
•Statistics and Reports
•Open Data Integration (weather, traffic...) to optimize promotional offers
To always have efficient and available promotions...
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Nom de l’app
Driving traffic in McDonald’s restaurantsGeolocating restaurants and cinemas nearby and getting directions, showings, movie infos and trailers. Preparing the shopping list before going to the restaurant.
The Experience
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COMMANDE ET PAIEMENT SUR LE MOBILE, RETRAIT EN RESTAURANT : CONFORT DE COMMANDE ET GAIN DE TEMPS POUR LE RETRAIT
Ouverture de l’Application
Constitution de commande
Retrait de commande Easy Order
Sur le mobile En restaurant
Choix du restaurant le plus proche grâce à la géoloc + rayonnage d’1km
Confirmation de commande + validité : La commande est valable 30min
Confirmation de Paiement et Envoi de la commande en restaurant via le mobile : génération d’un code de commande.
SMS de rappel / push notif 10min avant la fin de la période de validité si le numéro de commande n’a pas été utilisé
Paiement sur le mobile via1.Numéro de CB renseigné2.Compte virtuel type Paypal3.Carte de Paiement rechargeable via le web (et/ou via NFC)
Activation de la préparation de la commande via AirPad à l’arrivée en restaurant
Consommation sur place ou à emporter
Consommation sur place ou à emporter
Example of The Customer Journey
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2. Make Order
3. Pay Order
1. Start App
ORDERING ON THE MOBILE APP
4. Confirm Order
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ARRIVAL IN THE NEARBY RESTAURANT
5. Geolocalisation
6. QR Code Scan
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ORDER PICKUP IN THE RESTAURANT
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WHAT IS NEXT?
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iBeacons in Retail
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Wearable Devices: iWatch
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Wearable Devices: Google Glasses
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Biometrics on the Go
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Biometrics with Apple TouchID
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THANK YOU…ANY QUESTIONS?