Roadshow Europe Sponge - Alex meisl
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Has the consumer been forgotten in the headlong rush into ever more complex technology-led solutions? Alex Meisl – Chairman, Sponge - co-Chair of Mobile Marketing Association Tel: +44 (20) 7612 1910 www.spongegroup.com
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Transcript of Roadshow Europe Sponge - Alex meisl
Has the consumer been forgotten in the headlong rush into ever more complex
technology-led solutions?
Alex Meisl – Chairman, Sponge - co-Chair of Mobile Marketing Association
Tel: +44 (20) 7612 1910 www.spongegroup.com
Marketing:
The management process responsible for identifying, anticipating and satisfying
customer requirements profitably.
Identifying:
The management process responsible for identifying, anticipating and satisfying
customer requirements profitably.
Some apps….
Says “Wooo!” when you press it
iFrenchKiss (With original proprietary kissing analysis engine)
Hold the Button
Payphone finder
Anicipating:
The management process responsible for identifying, anticipating and satisfying
customer requirements profitably.
"Next Christmas the iPod will be dead, finished, gone, kaput," Lord Sugar , 2005
“Spam will be dead in 24 months” Bill Gates, 2004
The Context
“On average, the time difference between first search and purchase is one month on the web and one hour
on mobile”
49% of UK smartphone users go online several times a day.
87% look for local information on their
phones.
68% use their smartphones in a store.
Looking good…
22% of Hong Kong smartphone users cancelled their planned purchase in store, due to information they got
from their mobile phone.
Source: Google Ipsos Study of Hong Kong Smartphone Users,
September 2011.
The Context
Hail Mary...
14%
36%
11%
32%
7%
39.6%
29.0%
3.4%
27.5%
0.5%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Print TV Radio Desktop Mobile
Time Spent Ad Spend
7.4%
0.5% 0%
1%
2%
3%
4%
5%
6%
7%
8%
Time Spent Ad Spend
Mobile Time Spent Ad Spend
£720m gap
So what should my first steps be?
1. Get the basics right before getting too carried away.
2. A mobile site is not a website but smaller.
3. It’s all about the customer.
The Ideal Mobile Strategy:
“Let’s build an app” Most branded apps are a
failure says Deloitte July 2011
Shaping a mobile strategy
Lon
ger
= C
RM
Wider = mobile web
Lon
ger
Wider
The three dimensions of Mobile
So before you start…
Why?
KPIs?
UX?
Testing?
Repeat usage?
Promotion strategy?
Don’t........
Use dependencies to justify delays -”we need to get our new website right first”
Screenscrape Believe in magic boxes
Skimp Assume that an app = your mobile strategy
Believe in smoke and mirrors
Thanks Alex Meisl – Chairman Twitter: @spongemobile
Tel: +44 (20) 7612 1910 www.spongegroup.com
