欧美智能手机市场营销方案案例范本课件.ppt

1、SMARTPH NESMARTMARKETING18283224TABLE OF CONTENTSOverviewSmartphone LivingSmartphone MarketingSmartphone FuturesConclusionsOVERVIEWIn an increasingly mobile world,the Smartphone has become a lifestyle-changing device.The Smartphone is the first device to provide instant access to the internet andonl

2、ine information resources wherever consumers go.Time-starved consumerssay that Smartphones improve their quality of life by allowing them to multitaskon-the-move.For marketers,this creates a new opportunity to maintain contact with consumersthroughout the day and influence purchase decisions in ways

3、 never before possible.Universal McCann and AOL partnered with Questus,a leading interactive marketingand research firm,to conduct an extensive multi-phase research project examininghow Smartphones are influencing American lifestyles and media consumption.Thisresearch report analyzes the intersectio

4、n between consumer media usage,lifestyleand purchase preferences.SMARTPHONELIVING563MM19MMTHE STUDY:LIVING MARKETING FUTURES270MMUS mobile subscribersaccess mobile webaccess mobile webon weekly basisWHOM DID WE SPEAK WITH?Approximately 1800 participants were selected for this study based upon their

5、frequent use ofSmartphone devices,with nearly all participants indicating they access the mobile web at leastseveral times per week.The study also included a sample of“lead users,”who were asked to keepdaily usage diaries.is not,126hype.1 OF EVERY 7MINUTES OF MEDIACONSUMPTIONTODAY IS THROUGH AMOBILE

6、DEVICE14%MobileIts a socialtransformation.ITS MORE THAN MOBILEThe Smartphone is considered a great convenience for many Americans,enabling them toaccess internet content,applications and services anywhere and anytime and to have a constantlink with their social circles.Its more than a medium of tran

7、smission;its the preeminent tool forboth social communication and daily life management.OF SMARTPHONE USERSREPORT SATISFACTIONUSING THE INTERNETON THEIR MOBILEDEVICES7The Smartphone is the biggest technology shift since broadband,representing a trulylifestyle-changing innovation.Consumers enjoy thei

8、r Smartphones and how they improvetheir quality of life.8MOBILE IS PERCEIVED ASCUTTING-EDGE MEDIA&ASSOCIATED WITH BEINGACTIVE,TIMELY&CURRENTCutting EdgeInnovativeMobileBoringNewspaperOld-fashionedCoolActiveComputer BrowserTimelyTrustworthyCredibleCurrentImportantExciting for meVitalFunPowerfulInform

9、ativeRelevant RadioInfluentialMagazinePassiveTVEntertainingRelaxingHOW THEY FEELWhen study respondents were asked to associate certain attributes with various channels,mobile washighly distinctive with a virtual monopoly of leading edge media concepts.965%USERS ARE CONSTANTLYCHECKING IN WITHMOBILE M

10、EDIA.WHEN WILL THEY INTERACTWITH YOUR BRAND?95%Other downtime82%At work81%While shopping80%At homeCommuting to workCONSTANT CONTACTSmartphones have enabled Americans to consume media throughout their daily routines,with 82%usingmobile devices at work and 81%using mobile devices while shopping.The mo

11、bile web has also become aritual with commuters,who use the mobile web as part of their workday commute.This creates an unprecedented opportunity for marketers to transition with consumers as they move fromactivity to activity throughout the day.onsecti&ingtwialc/tivieowalati5sw3sIConsumers rely as

12、atheir mobile devices get from one place towith their well as atofamily and shoppingBRIEF HITS OFCONNECTION&UTILITY ARE CURRENTLYTHE MOST POPULAR FORMS OFCONSUMPTIONMapsDir55%73%RestaurantsSo/MNNeLisonorkngsNeRes&vieInfo5%44%4%Buinessnfo33%TravelInfo%use mobile to accesscorresponding mediaSmartphone

13、s serveon consumers compass to share experiences another,as friends,guiderestaurants,colleagues.purchases,news and entertainment.At the same time,they provide animportant social outlet.Over three out of every four Smartphone users are sharing photos,articles and videos acrosstheir social networks.10

14、%send%send%MOBILE OFFERSANOTHER OUTLETTO CONNECT&SHARE74use mobile socialnetworking sitesand apps50%prefer sending textmessages to calling85 photos taken ontheir Smartphones(Average:16/mo.)71 articles andvideos to others(Average:13/mo.)11Consumers rely heavily on their mobile devices to share experi

15、ences with their friends,family and colleagues.The majority of all surveyed Smartphone users share photos,articles and videos with theirsocial contacts using their mobile devices.Smartphones also enable consumers to stay off the phone,with half of all userspreferring text messages to telephone conve

16、rsations.SHARING CONTENTIS KEY TO THEATTRACTION.when the kids comeI shared contentwith my friendover lunch,as wewere checkingthe market.home,my husband willlaugh at us because wellbe huddled together on thecouch,each with his or herrespective iPhone,sharingapps,YouTubes,music,etc.It bridges a social

17、 gap.I view drug informationon my mobile in themorning and discussit with my partner andclinical professor atnursing school.1212%been drivenfollow brandsfrommedia meshMOBILE IS NOT A STANDALONE MEDIA SOURCE.77use TV andmobile concurrently56%have been drivento mobile viaother media“MEDIA MESHING”IS A

18、 POWERFULCOMPONENT OF THEEXPERIENCE55%across multiplemedia42%have mobile toother media37%complimentarywithcontent13BOUNDARYLESS MEDIASmartphones work powerfully with other media.For example,mobile drives consumers to othermedia,which also drive consumers back to mobile generating a circuit of juxtap

19、osed mediation.This effect is enhanced when users simultaneously consume multiple media in order to optimizeproductivity or enrich the content experience.14MEDIA MESHINGFILLS THE TIME WAITING FORSLOW-LOADING CONTENTWHILE FULFILLINGINSATIABLE USER HUNGERFOR CONTENTI cant getenough sportsinformation.Y

20、esterday,Iwas looking at on my phone,readingthe sports section andwatching pro footballon TV at thesame time.I have a slowconnection on thephone,so I watchTV while pagesdownload.I will flip througha magazine whilesurfing on myphone,using it topass the time whilethe pages load.12Consumers rely on the

21、ir mobile devices to share experiences with their friends,family and colleagues.Over three out of every four Smartphone users are sharing photos,articles and videos acrosstheir social networks.iPHONE USERS HAVEHEAVIER CONSUMPTIONHABITSMobile Social Networking55%iPhone37%Others%use once or more per d

22、ayM-Commerce36%iPhone19%Others%have made apurchase via mobileConcurrent TV Usage50%iPhone34%Others%use once or more per day15WHOS USING THE MOBILE WEB?Mobile trends are led by two groups:younger users and iPhone owners.High usage among iPhone owners may be due to the fact that these consumers are of

23、ten earlyadopters and that the iPhone interface is among the most sophisticated in terms of offering a richand rewarding user experience.AGEYOUNGER DEMO HASHEAVIER CONSUMPTIONHABITSMobile Social NetworkingM-CommerceConcurrent TV Usage13-1718-2425-3435-4445-6429%14%45%58%67%26%30%24%21%15%28%20%55%46

24、%42%use once or more per day%have made apurchase via mobile%use once or more per dayNot surprisingly,users aged 13 to 24 those raised on the web and mobile communications areamong those with the heaviest consumption habits,using their Smartphones for social interactionand often in front of the telev

25、ision.16SMARTPHONEMARKETINGBRANDS HAVE A COMPELLINGOPPORTUNITY TO ENGAGEWITH USERS IN THEMOBILE ARENA27%Using mobileweb&apps6%Listening to radio33%Using web oncomputer%completely focused13%Watching television17%Reading a magazine19%Reading the newspaper19GETTING THEIR ATTENTIONWhile the broader medi

26、a environment is typically full of noise and distraction,consumers reportbeing surprisingly focused when using the mobile internet.This finding is significant to marketers seeking to compete with external distractions and engageconsumers in a meaningful way.20I feel gratefulwhen Im using themobile w

27、eb.Ratherthan wasting time,I can take care ofmy family.Its pretty amazinghow focused I amwhen I use my iPhone.The screen is tiny but Ican completely ignorethe world around mewhen Im using myfavorite apps.The word Iuse to describemy state of mindwhen using themobile web isCURIOUS.USERS ARE IN A PRIME

28、DEMOTIONAL STATE.SIMPLY USING THEIR DEVICECREATES FEELINGSOF APPRECIATION&CURIOSITY.Consumers rely on their mobile devices to share experiences with their friends,family and colleagues.Over three out of every four Smartphone users are sharing photos,articles and videos acrosstheir social networks.MO

29、RE THAN A THIRD(38%)OF CONSUMERS HAVETAKEN ACTION FROM AMOBILE ADOf those who have taken action.53%Click on the ad35%Opt-in for emailwith more info/coupons34%Make purchasesvia computer orin-store32%Opt-in for textmessage with moreinfo/coupons24%Made purchasesvia mobile7%Other21ADS AND ACTIONMobile o

30、ffers brands the opportunity to reach consumers in new places and new ways,and mobileusers report acceptance and even appreciation of mobile advertising.In fact,over one-third ofSmartphone consumers report having taken action from a mobile ad.Smartphone users are clicking on advertisements(53%),requ

31、esting more information or a coupon(35%),and making purchases via their Smartphones(24%).MOBILE ADVERTISING ISBEGINNING TODRIVE CONSUMERBEHAVIORMore than 1 in 5 have had a mobile ad.29%Lead them to share info22%Influence a purchase21%Create product awarenessMobile advertising provides multiple route

32、s to brand building,both viral and direct.Smartphones serve as both the engine and the vehicle for sharing product information.Users also report that mobile advertising is capable of influencing their purchase behaviorand brand awareness.22WHILE MOST USERSPURCHASE ITEMSFOR THEIR DEVICE,COMFORTIS GRO

33、WING FOR OTHERPURCHASES44%Purchases for mymobile(e.g.,apps)24%Other purchases%have done via mobile.23Significantly,nearly one of every four Smartphone users has made a purchase of non device-related products or services from their phones indicating growing comfort with the mediumas a shopping tool.%

34、Use theirUse theirMOBILE MEDIA LETS YOUINFLUENCE CONSUMERSAS THEY SHOPI LOVE being able tolook up recipes whilegrocery shopping.81 phones toresearch productsthey are consideringAs an avid shopper,having the abilityto compare prices ofproducts while outshopping is awesome.81 phoneswhile shoppingSmart

35、phones offer marketers unique opportunities to influence consumers at the verymoment they are considering purchase decisions and comparing prices.24OPPORTUNITYTO INCENTIVIZEAND REWARDA BRANDS USER BASEUnlike traditional coupons,males and younger users havethe highest degree of interest.71%73%74%76%7

36、5%62%75%79%of sample who would consider redeeming coupons via mobile25MOBILE MOTIVATIONMobile also provides a new and perhaps the ideal platform for distributing online coupons,anotion that appeals to nearly 3/4 of all Smartphone users.Surprisingly,the study showed that males are the most open to th

37、is mode of couponing.Alsounexpected was the high percentage of young consumers open to this activity with 25 to 34year-olds representing the age group most interested in mobile coupons.USERS KNOW ASEISMIC SHIFTIN ADVERTISINGIS COMING&THEY ARE EXCITEDABOUT ITI have a Bank ofAmerica app.Every timeI us

38、e my phone,I see theicon.When I need accountinformation,its just a clickaway.I dont know if that isadvertising,per se,but itmakes me feel betterabout my bank.Its not just aboutscreaming a messageat me anymore.Its aboutproviding value and that,tome,is so much better thantrying to influence meby inter

39、rupting myfavorite TV shows.26SMARTPHONEFUTURESIS ANTICIPATED TONdupate rstici eaEBIL%e%DIORA-2ESZINGA-3SPASNEW EABOESDIGITAL ANDIN PARTICULARMOBILECONTINUE GROWINGet an in 2 yMOsag3360COMPUTERTV -4-5PER0%MA 0%UT THSAMEMUCHMOREOFTENMUCHLSOFTEN29CONTINUAL GROWTHSix of every 10 Smartphone users survey

40、ed expect their mobile internet usage to increase significantly overthe next two years and to become an even more integral part of their lifestyles.This growing reliance onmobile internet is a signal to smart marketers that they need to have a presence on mobile touchpoints.retofsesdroreshf timilSen

41、ctsktaforpr94 arch forSe es htpCofornk-iCh%soncstidecealase%l rebnteetckka ntsheco%Cac%73eeybeyPa n%morTrato5ash5 urcll/p%re BankingeinsMOBILE TRANSACTIONSWILL CONTINUE TOBECOME COMMONPRACTICE ASSECURITY CONCERNS AREADDRESSEDsoadarc vie t%mo ura wh95%Chec res odu%ric flig93 mpare a plane%86 ec82 oup

42、em onRe rva n74 rav couMa c u67 nills betw58 nsfe ck%esSe41to Utilitarian tasks%have done or would consider doing via mobileAs usage expands,so will consumer confidence in the security of the mobile web for privacy-sensitivetasks such as banking.This is clearly an area where merchants have an opport

43、unity to reassure and woo customers withappropriate messaging and protective features.30PERFORMANCESPEED AND COMPATIBILTYARE THE RICHESTAREAS FOR RAPIDIMPROVEMENTTimelinessOrganization of sitesQuality of videoEase of useQuality of contentAppearance of sitesSpeed of downloading textQuality of brandsA

44、mount of videoCost of accessNumber of adsSpeed of videoSize of adsSpeed of downloading imagesNumber of mobile formated sitesDERIVED IMPORTANCE31Smartphone users are reaching for their devices to help answer unmet needs and will increasinglydo so as speed and compatibility issues are resolved.Service

45、s that dont have dedicated mobileformats are going to miss out on this significant shift in consumption.CONCOMITANT MARKETING:The Smartphone represents the first marketingchannel for marketers to move with and messageconsumers everywhere they go.Mobile is lessabout“wireless online”and increasingly a

46、 highlypersonal and customized medium.INFLUENCER VEHICLE:Mobile is perceived as cool,activeand timely the attributes of a vibrantbrand that is positioned for growth and viraladoption.Mobile advertising provides an opportunityto reach trendsetters and make a lasting impressionon the influencers who a

47、re a key audience to anybrands success.MESHING:Smartphones are theultimate media meshingtool,with consumerssimultaneously consumingmedia on multiple screensand utilizing their Smart-phones to enhance theirTV viewing experience.ACCEPTANCE:The Smartphone is improvingconsumers quality of life.They appr

48、eciate marketers whosponsor their mobile experiences.Theywant advertising that is appropriate for theirframe of mind and passions.They understandthe role that advertising plays in providing freecontent and prefer advertising that deliversmore relevant messages to them.32INITIATIVE COMMISSIONED BYAOL

49、 AND UNIVERSAL McCANNABOUT UMUM is a global media communications agency that represents the worlds leading marketers and strategic thinkers includingCoca-Cola,ExxonMobil,Johnson&Johnson,MasterCard,Microsoft,Sony,Bacardi,LOreal and UPS.Part of the Interpublic Groupof Companies(IPG),UM has roughly 169

50、 offices in 130 countries and more than 3,600 employees with headquarters in New York.UM provides a full spectrum of media services including media and communications planning,digital strategy consultation,analytics and economic modeling,research and consumer insight.The companys mission is to deliv