欧美智能手机市场营销方案(2).ppt

SMARTPH NESMART,MARKETING,18,28,32,2,4,TABLE OF CONTENTS,Overview,Smartphone Living,Smartphone MarketingSmartphone FuturesConclusions,OVERVIEW,In an increasingly mobile world,the Smartphone has become a lifestyle-changing device.,The Smartphone is the rst device to provide instant access to the internet andonline 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 inuence purchase decisions in ways never before possible.Universal McCann and AOL partnered with Questus,a leading interactive marketingand research rm,to conduct an extensive multi-phase research project examininghow Smartphones are inuencing American lifestyles and media consumption.Thisresearch report analyzes the intersection between consumer media usage,lifestyleand purchase preferences.,SMARTPHONE,LIVING,5,63MM,19MM,THE STUDY:LIVING MARKETING FUTURES,270MM,US mobile subscribers,access mobile web,access mobile webon weekly basis,WHOM DID WE SPEAK WITH?,Approximately 1800 participants were selected for this study based upon their 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,12,6,hype.,1 OF EVERY 7MINUTES OF MEDIACONSUMPTIONTODAY IS THROUGH AMOBILEDEVICE,14%,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 transmission;its the preeminent tool forboth social communication and daily life management.,OF SMARTPHONE USERSREPORT SATISFACTIONUSING THE INTERNETON THEIR MOBILEDEVICES,7,The Smartphone is the biggest technology shift since broadband,representing a trulylifestyle-changing innovation.Consumers enjoy their Smartphones and how they improvetheir quality of life.,8,MOBILE IS PERCEIVED ASCUTTING-EDGE MEDIA&ASSOCIATED WITH BEINGACTIVE,TIMELY&CURRENT,Cutting EdgeInnovative,Mobile,BoringNewspaperOld-fashioned,Cool,Active,Computer Browser,Timely,Trustworthy,Credible,Current,Important,Exciting for me,VitalFunPowerful,InformativeRelevant RadioInfluentialMagazine,Passive,TVEntertainingRelaxingHOW 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.,9,65%,USERS ARE CONSTANTLYCHECKING IN WITHMOBILE MEDIA.WHEN WILL THEY INTERACTWITH YOUR BRAND?,95%Other downtime,82%At work,81%While shopping,80%At home,Commuting 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 mobile 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.,o,ns,ecti,&,ing,tw,ial,c,/,ti,vie,o,w,al,ati,5,s,w,3,s,I,Consumers rely as atheir mobile devices get from one place towith their well as a,tofamily and shopping,BRIEF HITS OFCONNECTION&UTILITY ARE CURRENTLYTHE MOST POPULAR FORMS OFCONSUMPTION,Ma,ps,Dir,55%,73%,Re,s,tau,ra,nts,So/MN,NeLison,orkngsNe,Res&,vieInfo,5%44%4%,Bu,ine,ss,nfo,33%,Tra,ve,l,Inf,o,%use mobile to accesscorresponding media,Smartphones 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,%,send%,send%,MOBILE OFFERSANOTHER OUTLETTO CONNECT&SHARE74use mobile socialnetworking sitesand apps,50%prefer sending textmessages to calling,85 photos taken ontheir Smartphones(Average:16/mo.)71 articles andvideos to others(Average:13/mo.),11,Consumers rely heavily on their mobile devices to share experiences 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 conversations.,SHARING CONTENTIS KEY TO THEATTRACTION.when the kids come,I 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 gap.I view drug informationon my mobile in themorning and discussit with my partner andclinical professor atnursing school.,12,12,%,been driven,follow brands,from,media mesh,MOBILE IS NOT A STANDALONE MEDIA SOURCE.,77use TV andmobile concurrently56%have been drivento mobile viaother media“MEDIA MESHING”IS A POWERFULCOMPONENT OF THEEXPERIENCE,55%across multiplemedia42%have mobile toother media37%complimentarywithcontent,13,BOUNDARYLESS MEDIASmartphones work powerfully with other media.For example,mobile drives consumers to othermedia,which also drive consumers back to mobile generating a circuit of juxtaposed mediation.This effect is enhanced when users simultaneously consume multiple media in order to optimizeproductivity or enrich the content experience.,14,MEDIA MESHINGFILLS THE TIME WAITING FORSLOW-LOADING CONTENTWHILE FULFILLINGINSATIABLE USER HUNGERFOR CONTENT,I cant getenough sportsinformation.Yesterday,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.,12,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.,iPHONE USERS HAVEHEAVIER CONSUMPTIONHABITSMobile Social Networking,55%iPhone37%Others%use once or more per day,M-Commerce36%iPhone19%Others%have made apurchase via mobile,Concurrent TV Usage50%iPhone34%Others%use once or more per day,15,WHOS 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 often earlyadopters and that the iPhone interface is among the most sophisticated in terms of offering a richand rewarding user experience.,AGE,YOUNGER DEMO HASHEAVIER CONSUMPTIONHABITS,Mobile Social Networking,M-Commerce,Concurrent TV Usage,13-1718-2425-3435-4445-64,29%14%,45%,58%,67%,26%30%24%21%15%,28%20%,55%46%42%,%use once or more per day,%have made apurchase via mobile,%use once or more per day,Not 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 television.,16,SMARTPHONE,MARKETING,BRANDS HAVE A COMPELLINGOPPORTUNITY TO ENGAGEWITH USERS IN THEMOBILE ARENA27%Using mobileweb&apps,6%Listening to radio,33%Using web oncomputer%completely focused,13%Watching television,17%Reading a magazine19%Reading the newspaper,19,GETTING THEIR ATTENTIONWhile the broader media 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.,20,I feel gratefulwhen Im using themobile web.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 PRIMEDEMOTIONAL 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.,MORE THAN A THIRD(38%)OF CONSUMERS HAVETAKEN ACTION FROM AMOBILE ADOf those who have taken action.,53%Click on the ad,35%Opt-in for emailwith more info/coupons,34%Make purchasesvia computer orin-store,32%Opt-in for textmessage with moreinfo/coupons,24%Made purchasesvia mobile,7%Other,21,ADS AND ACTIONMobile offers 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%),requesting 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 info,22%Influence a purchase,21%Create product awareness,Mobile advertising provides multiple routes 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.,22,WHILE MOST USERSPURCHASE ITEMSFOR THEIR DEVICE,COMFORTIS GROWING FOR OTHERPURCHASES,44%Purchases for mymobile(e.g.,apps),24%Other purchases%have done via mobile.,23,Significantly,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.,%,%,Use their,Use their,MOBILE MEDIA LETS YOUINFLUENCE CONSUMERSAS THEY SHOPI LOVE being able tolook up recipes whilegrocery shopping.,81 phones toresearch productsthey are considering,As an avid shopper,having the abilityto compare prices ofproducts while outshopping is awesome.81 phoneswhile shopping,Smartphones offer marketers unique opportunities to influence consumers at the verymoment they are considering purchase decisions and comparing prices.,24,OPPORTUNITYTO INCENTIVIZEAND REWARDA BRANDS USER BASE,Unlike traditional coupons,males and younger users havethe highest degree of interest.,71%73%,74%76%,75%,62%,75%,79%of sample who would consider redeeming coupons via mobile,25,MOBILE 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 this 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 IT,I have a Bank ofAmerica app.Every timeI use 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 interrupting myfavorite TV shows.,26,SMARTPHONE,FUTURES,IS ANTICIPATED TO,N,du,pate rs,tici ea,E,BIL,%,%,e,%,%,DIO,RA,-2,ES,ZIN,GA,-3,S,PA,S,N,EW E,ABO,ES,DIGITAL ANDIN PARTICULARMOBILECONTINUE GROWING,et an in 2 yMO,sag,33,60,C,OM,P,UT,ER,TV-4-5PER,0%MA 0%UT TH,SAM,E,MU,CH,M,ORE,OFT,EN,MU,C,HL,SO,FTE,N,29,CONTINUAL GROWTHSix of every 10 Smartphone users surveyed 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.,re,to,fs,es,dr,or,es,hf tim,il,Se,n,cts,k,ta,for,pr,9,4 arch for,Se es ht,p,Co,for,n,k-i,Ch,%s,on,c,s,ti,de,ce,ala,se,%,l re,b,nt,e,et,c,k,ka nts,he,co,%,C,ac,%,73,ee,yb,ey,Pa n,%mo,r,Tra,to,5,as,h,5 urc,ll/p,%,re,Banking,ei,ns,MOBILE TRANSACTIONSWILL CONTINUE TOBECOME COMMONPRACTICE ASSECURITY CONCERNS AREADDRESSED,soadarc vie t%mo ura wh95%Chec res odu%ric flig93 mpare a plane%86 ec82 oupem onRe rva n74 rav couMa c u67 nills betw58 nsfe ck%esSe41,to Utilitarian tasks,%have done or would consider doing via mobile,As 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 opportunity to reassure and woo customers withappropriate messaging and protective features.,30,PERFORMANCE,SPEED AND COMPATIBILTYARE THE RICHESTAREAS FOR RAPIDIMPROVEMENT,TimelinessOrganization of sitesQuality of video,Ease of useQuality of contentAppearance of sitesSpeed of downloading text,Quality of brandsAmount of video,Cost of accessNumber of ads,Speed of videoSize of ads,Speed of downloading imagesNumber of mobile formated sites,DERIVED IMPORTANCE,31,Smartphone users are reaching for their devices to help answer unmet needs and will increasinglydo so as speed and compatibility issues are resolved.Services 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 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 are 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 appreciate 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.,32,INITIATIVE COMMISSIONED BYAOL AND UNIVERSAL McCANN,ABOUT UM,UM 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