Mobile automotive masterclass deck camerjam mobile marketing
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Transcript of Mobile automotive masterclass deck camerjam mobile marketing
How to fine tune your mobile sites & apps strategy
June 2012
3
1. Mobile Stats
2. Fragmentation
3. Build For The Future
4. Measure Performance
5. Think Multi-Channel
6. Checklist
Agenda
Founded in 2000 and listed on the Frankfurt Stock Exchange since 2006 210 employees across 6 European offices Over 40 employees in the UK Established in the UK since 2004 2011 Turnover £35m+ Current market capitalisation £30m
At a glance
Our clients
1. Mobile Stats
386,045
18,972 198,825
102,407
14,003
162,958
86,432
321,364
comScore 2012
Mobile Customer Journey
Awareness
Transaction
Advocate
Intrigue Attract
Engage Convert
Relationship Consider
Access to pricing, product info & reviews anywhere
Request brochures View promotional discounts
QR codes linking ATL to mobile site
Dealer locator on mobile site Receive latest offers and
invitations to events
Newsletter & latest product catalogue on mobile site
Use social media on mobile to ‘like’ & recommend Share wish list with friends and family
Mobile Media
Book a Test Drive
Packaging QR codes linking to mobile site, adverts, info
After Care, Make Payments, Accessories
2. Fragmentation
OS Breakdown - UK
iOS
Android
Symbian
BlackBerry
Bada
Other
iOS , Android
iOS 5.x
iOS 4.x
iOS 3.x
iOS updates
Browsers - UK
Apple Mobile Safari
Open Handset Alliance Android Build-in
Nokia Brwser NG
Dolfin
Opera Mini
Other
HTML 5
Don’t just take our word for it..
"There's rampant technology fragmentation across mobile browsers, so developers don't know which parts of HTML5 they can use” “HTML5 is promoted as a single standard, but it comes in different versions for every mobile device” “Issues such as hardware acceleration and digital rights management are implemented inconsistently. That makes it hard for developers to write software that works on many different phone platforms, and to reach a wide audience” Facebook CTO Bret Taylor, World Mobile Congress 2012
WHY is the mobile landscape so fragmented..
Standards are incomplete
Traditional development is pricey..
Measure Performance Response Time, Availability, Consistency
3. Build For The Future
21
Build For The Future Proxy-Transcoding vs. API Integration &
When To Develop In-House
When To Develop In-House
Full-Service Option
Consulting Concept
Wireframing
Implementation Programming Design
Go Live
In-House Development + Support
Consulting
Support Workshops FITML Templates
Consulting
Support
Implementation Programming Design
Support
Go Live
Concept
Wireframing
5. Think Multi-Channel
26
Think Multi-Channel
27
The web will have more touch points
in a larger digital ecosystem
Mercedes-Benz was looking for a global partner in mobile to: • Extend the reach of the brand • Foster brand engagement • Convey the premium brand proposition • Incorporate mobile into the multi-channel strategy • Drive test drive and brochure requests • Drive footfall at Mercedes-Benz dealers .
YOC has since been appointed as Mercedes-Benz’s retained global partner in mobile to deliver mobile internet and native app projects across all of their markets.
Mercedes
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Multi-Channel User Experience - Mercedes
Mobile Web
Developed to introduce the new SL-Class, this app provides intricate detail about everything Mercedes-Benz. Features include the option to customise the latest Mercedes-Benz cars, a dealer locator, showrooms and full access to watch Mercedes-Benz TV.
Mobile Web - Tablet
T.- Site for optimum user experience on all tablet devices
iPad App – interactive digital brochure
Ideal platform to showcase their existing premium content & imagery from Mercedes-Benz print magazine. The app incorporates interactive functionality available online, such as videos, 360 degree view of models and nearest dealer locator.
Opel/ Vauxhall
YOC is Opel’s retained global partner in mobile to deliver mobile web and native app projects since 2005.
Opel/ Vauxhall
Mobile Media
Video configurator let’s users choose the car’s colour, rims and interior. Results are automatically displayed in the video and ready to share via social media.
36
Infiniti
37
Continental - branding
38
What Car?
PistonHeads
6. Check List
Measure Performance
Think Multi-Channel
Works on all devices & operating systems
Optimises content for each device
Response Time
Availability
Consistency
Checklist
Build for the Future
Works with new and existing sources
Offers ability to move development
in-house
External advice & support available if and when needed
Measure Performance Think Multi-Channel
Works on all devices & operating systems
Optimises content for each device
Response Time
Availability
Consistency
Checklist
Ensure Secure Payment
On-Premise Installation
Use Established Payment Providers
Only link to mobile-optimised sites
Build for the Future
Works with new and existing sources
Offers ability to move development
in-house
External advice & support available if and when needed
Thank You
© Somo Ltd.
AUDI AND SOMO: A YEAR IN MOBILE
13.06.2012
Naji El-Arifi | Technical Product Manager
@FizzyCustard
@somoglobal
© Somo Ltd. © Somo Ltd.
As the world’s largest independent
mobile marketing company,
Somo makes sense of mobile to...
Increase sales
Raise brand awareness
Make businesses more productive
WHAT WE DO
45
© Somo Ltd. © Somo Ltd.
We’re the mobile marketing experts.
Full-service, or one service,
the choice is yours.
HOW WE WORK
46
© Somo Ltd. © Somo Ltd.
We manage global
campaigns for our clients,
24 hours a day.
LONDON SAN FRANCISCO LOS ANGELES NEW YORK SINGAPORE
WHERE WE WORK
47
© Somo Ltd. © Somo Ltd.
WHO WE WORK WITH
© Somo Ltd.
EARLY 2011: GETTING MOBILE WEB RIGHT
© Somo Ltd. © Somo Ltd.
MOBILE SITE
50
Use of industry first technology – 360˚
car views
8% of all traffic to audi.co.uk is mobile
© Somo Ltd.
SUMMER 2011: ENHANCING EVENT SPONSORSHIP
© Somo Ltd. © Somo Ltd.
LE MANS APP SUITE
52
Top 10 in 47 countries
Ranked 3rd in Sport
237,000 minutes of engagement during
the race
© Somo Ltd. © Somo Ltd.
GOODWOOD FESTIVAL OF SPEED
53
© Somo Ltd.
LATE SUMMER 2011: RICH MEDIA TO SUPPORT ABOVE THE
LINE
© Somo Ltd. © Somo Ltd.
RICH MEDIA: AUDI BIRD
Cutting-edge HTML5 technology
Platform agnostic
Site visits doubled during campaign
A CTR of twice the industry average
© Somo Ltd. © Somo Ltd.
RICH MEDIA: QUATTRO WEATHER ADS
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© Somo Ltd.
CONCLUSION 2012
© Somo Ltd. © Somo Ltd.
COMING SOON
• Fleet
• Enterprise
• Aftersales
58
New Technologies
• Keen to retain position at the forefront of AR in premium automotive
• Audio triggers
• Better use of Smartphone and Tablet hardware
Business tools
© Somo Ltd.
Confidential. © Somo Ltd. 2012
© Somo Ltd.
LONDON
Haymarket House
28 Haymarket
London SW1Y 4SP
+44(0)20 3397 3550
MAKING SENSE OF MOBILE
www.somoglobal.com
@somoglobal
SAN FRANCISCO
181 Fremont Street
San Francisco, CA 94105
+1 (415) 230 2756
LOS ANGELES
1530 7th St, Suite 100
Santa Monica, CA 90401
+1 (310) 426 8685
NEW YORK
1440 Broadway
23rd Floor
New York, NY, 10018
+1 646 512 5127 Ext. 3432
SINGAPORE
50 Raffles Place, Level 30
Singapore Land Tower
Singapore 048623
+65 66323551
CHANGING THE WAY YOU TALK TO CUSTOMERS
CASE STUDY SMART CAR
“Smart car designer”
CASE STUDY MERCEDES-BENZ VANS
“Vito Sport Freestyle”
CASE STUDY MERCEDES-BENZ APPROVED USED
Specifically designed for iPhone, iPad and Android. Device recognition Seperate designs for lower end mobiles
Location: Nearest Retailer Maps Driving Directions
ACQUISITION
RETENTION
Cars on road Pub talk Rumour
Web
Advertising, TV Newspapers Magazines
PR, Road tests Web
Advertising, TV Newspapers Magazines
PR, Dealer visit Brochures, Web
Direct mail Dealer contact
Test drive Web
Dealer offer Negotiation
Web
Dealer meeting Payment Handover
ACQUISITION
Campaign Applications
Mobile Brochure
Test Drive Requests
Attention Loyalty for Life The Consideration Phase & Purchase
The Mobile Car Customer
Purchase
Mobile Response MobileTestdrive
Test Drive Conversion
Mobile Service
Customer Loyalty
Repeat Purchase
Mobile Locator Mobile CRM
EXAMPLE MOBILE STRATEGY & ROADMAP
Q1 2012 Q3 2013 Q1 2013 Q32012 Q3 2014 Q1 2014
Mobile Brochure
Mobile Test Drive
Mobile Brochure
Mobile TestDrive
Mobile Service
Approved Used Applications
Mobile CRM
Campaign Application
Campaign Application
STRUCTURAL ROLL OUT PROVIDES ROI
ATTENTION
PROFILING & DATA
CHANGING THE WAY YOU TALK TO CUSTOMERS
Mobile marketing overview
Mobile Marketing Magazine
Automotive Masterclass
13th June 2012
Mobile strategies
Brand Strategies Revenue
Strategies
Retention Differentiation Experience
Accessibility
Greater usage
Expectations
Comp advantage
Immediacy
Better service
Monetisation Acquisition
Lower CPAs
Greater returns
Mcommerce
New rev streams
CRM Strategies
Mobile strategies Brand Strategies
Revenue
Strategies
Retention Differentiation Experience
Accessibility
Greater usage
Expectations
Comp advantage
Immediacy
Better service
Monetisation Acquisition
Lower CPAs
Greater returns
Mcommerce
New rev streams
Contact points
(Service info)
(Dealers)
(Mapping)
(Mobile Manual)
Tech credentials
Innovation
Distribution of
new news
Speed of response
Location offers
Test drive booking
QR code information
Low Behavioural CPC
Additional services
Advice lines
Gaming
Automotive Strategies
Once you’ve invested in
creating your mobile
properties and presence,
how do you maximise their
success?
Mobile activity process
Business and
Marketing
Objectives
How could Mobile
be used to help
achieve these
objectives?
What is the most
effective way of
delivering the
strategy?
What is the
mobile activity
achieving?
How can we
maximise
Mobile’s
effectiveness?
The Role(s) of
mobile
Mobile
development Mobile delivery
Mobile strategy
Campaign
evaluation
How can we best
engage with our
audience in
mobile?
Maximising Mobile Success Mobilising existing activities
ATL advertising
Fixedline search
Instore/promo material
Existing CRM
Email marketing
Fixedline Display/Behavioral
Sponsorships
TV Advertising
Website
Partnerships
VOD
Activate Mobile Marketing
Mobile Search
Display Advertising activity
SMS/MMS marketing
HTML mobile Activity
Mobile video/prerole
Appstore/marketplace presence
Mobile SEO
Publisher/Carrier partnerships
In Game marketing
Mobile email marketing
Mobile social delivery
Incentivised downloads
Mobile Opportunity minefield
Mobile opportunities
Partnership
Publishers
carriers
Site integration sponsorship Customerbase leverage
Mobile
search
Bing
Yahoo
Search for info
Search to MSite
Mobile
Destinations
competition
Further
information
CRM
Social
media
usage
Msite Signup
Interact Search
Mobile
advertising
Rich
media
Preroll
video
CPC
App
Richer Msite
experience
SMS/
MMS
Locatio
n
behavio
ura
l
Tim
e s
en
sitiv
e
Three essential ingredients
Tracking Creativity
Effective
Planning
and Buying
Effective tracking
Banner/
HTML Ad Unit Tracking
Bannerclick
Network
Publishers
App downloads
Events
Section
searched
Actions taken
Location
Optimisation
Banners
Networks
Time of day
Day of week
Publisher
Publisher groups
Virtual CPA
Behavioural groups
Usage
H/M/L Usage
Activity Usage
Retargeting
Msite
Application
The Right Tracking
Publishers (CPM)
Networks (CPC)
Carriers
(CPC/CPM)
Mobile Creative
Rich Media Advertising Effectiveness
Ad awareness
Increased By
25% For
expandable
banners
Smartphone
Users are 50%
more likely to
recall an
expandable
banner
Source: IAB UK
Multi Banner HTML5 Expandable
Multi Banner HTML5 Expandable
Multi Banner HTML5 Expandable
Multi Banner HTML5 Expandable
Multi Banner HTML5 Expandable
Multi Banner HTML5 Expandable
Rich Media Capabilities
99
ANIMATION
Fluid automation engine with
high performance sequencing
IMAGE GALLERY
Tactile galleries with
thumbnails & downloads
360 Degrees
Product Rotations &
Panoramas
FORM CAPTURE
Text, pull down, checkbox &
form validation for lead gen
SHAKE & TILT
Accelerometer control for
engaging experience / games
Post to wall on Facebook
SMART DAYPARTING
Creative or offer varies by
time of day
Post status update to Twitter
DRAG & DROP
UI for puzzles, builders and
more
SOUND BOARD
Tap to play sound immediately
COMPLEX ANIMATIONS
Slide, fade, object paths and
more
Mapping
Link through to Google maps
with option for branded pins
What can be provided?
Ads run Across iOS & Android devices (
others to come Q2 2012 )
All Ads we create can be served through
all major mobile ad networks and 100+
premium publishers
100
The most cutting edge HTML Ad Creation
service
Build Once, Run Everywhere
Creative Banner delivery - HTC
Rich Media For Automotive
Ad units that can:
Showcase TV ads
Deliver exclusive content
Interaction with the brand/the car
Sign up for a test drive
“drive” the vehicle
Map dealer locations
Like/tweet/connect/join
Competition ( data capture)
Planning Mobile activity
Branding Works on Mobile
Average Brand Lift of Mobile Display Campaigns
+44%
+13%
+24% +16%
+76% +58%
1) Sample includes hundreds of mobile display campaigns Source: Goole: Insight Express Online & Mobile Norms, Nov’07 to Dec’09
Mobile Drives Response
Separating out mobile campaigns from desktop drives
significant performance gains
Source: Google internal data, 10
5
Conversions Click Through Rate
+43% +80%
Cost Per Acquisition
-15%
The P&B Rule book
1. Make sure your activity is trackable
2. Use the right solutions for the objectives
ie clicks, impressions, video, data capture,
click to call etc
3. Mobile is not just search, its also
Networks, Publishers and carriers
4. Test, learn and implement
6. Buy effective prices not the cheapest
Thank you
@yodelmobile