歐美智能手機市場營銷方案銳普ppt論壇zuobq

1、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-

2、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 l

3、ife by allowing them to multitaskon-the-move.,For marketers, this creates a new opportunity to maintain contact with consumersthroughout the day and in?uence purchase decisions in ways never before possible.Universal

4、 McCann and AOL partnered with Questus, a leading interactive marketingand research ?rm, to conduct an extensive multi-phase research project examininghow Smartphones are in?uencing American lifestyles and media consum

5、ption. 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,ac

6、cess 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 ind

7、icating they access the mobile web at leastseveral times per week. The study also included a sample of “l(fā)ead users,” who were asked to keepdaily usage diaries.,is not,,,12,6,hype.,1 OF EVERY 7MINUTES OF MEDIACONSUMPT

8、IONTODAY IS THROUGH AMOBILEDEVICE,14%,‘MobileIt’s a socialtransformation.IT’S MORE THAN MOBILEThe Smartphone is considered a great convenience for many Americans, enabling them toaccess internet co

9、ntent, applications and services anywhere and anytime and to have a constantlink with their social circles. It’s more than a medium of transmission; it’s the preeminent tool forboth social communication and daily life

10、management.,OF SMARTPHONE USERSREPORT SATISFACTIONUSING THE INTERNETON THEIR MOBILEDEVICES,7,The Smartphone is the biggest technology shift since broadband, representing a trulylifestyle-changing innovation. Consume

11、rs 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,BoringNewspap

12、erOld- fashioned,Cool,Active,Computer Browser,Timely,Trustworthy,Credible,Current,Important,Exciting for me,VitalFunPowerful,InformativeRelevant RadioInfluentialMagazine,Passive,TVE

13、ntertainingRelaxingHOW 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

14、.,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 CONTACTSm

15、artphones 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

16、, 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,&,i

17、ng,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

18、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 access

19、corresponding media,Smartphones serveon consumer’s compass to share experiences another, as friends, guiderestaurants,colleagues.purchases, news and entertainment. At the same time, they provide animportant social o

20、utlet.Over three out of every four Smartphone users are sharing photos, articles and videos acrosstheir social networks.,10,%,send%,send%,MOBILE OFFERSANOTHER OUTLETTO CONNECT &SHARE74

21、use 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,Consu

22、mers 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 t

23、heir 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,

24、I shared contentwith my friendover lunch, as wewere checkingthe market.,home, my husband willlaugh at us because we’llbe huddled together on thecouch, each with his or herrespective iPhone, sharingap

25、ps,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 b

26、rands,from,media mesh,MOBILE IS NOT A STANDALONE MEDIA SOURCE.,77use TV andmobile concurrently56%have been drivento mobile viaother media“MEDIA MESHING”IS A POWERFULCOMPONE

27、NT OF THEEXPERIENCE,55% across multiplemedia42% have mobile toother media37% complimentarywithcontent,13,BOUNDARYLESS MEDIASmartphones work powerfully with other media. For ex

28、ample, 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 t

29、o optimizeproductivity or enrich the content experience.,14,MEDIA MESHINGFILLS THE TIME WAITING FORSLOW-LOADING CONTENTWHILE FULFILLINGINSATIABLE USER HUNGERFOR CONTENT,I can’t getenough sportsinformati

30、on. Yesterday, Iwas looking at espn.comon my phone, readingthe sports section andwatching pro footballon TV at thesame time.I have a slowconnection on thephone, so I wa

31、tchTV 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

32、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 Netw

33、orking,55%iPhone37%Others% use once or more per day,M-Commerce36%iPhone19%Others% have made apurchase via mobile,Concurrent TV Usage50%iPhone34%Ot

34、hers% use once or more per day,15,WHO’S 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 consu

35、mers 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 Network

36、ing,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

37、,% 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 interaction

38、and 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 on

39、computer% 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 distra

40、ction, 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 fee

41、l gratefulwhen I’m using themobile web. Ratherthan wasting time,I can take care ofmy family.,It’s pretty amazinghow focused I amwhen I use my iPhone.The screen is tiny but Ican completely ignoreth

42、e world around mewhen I’m using myfavorite apps.,The word Iuse to describemy state of mindwhen using themobile web isCURIOUS.,USERS ARE IN A PRIMEDEMOTIONAL STATE.SIMPLY USING THEIR DEVICECREA

43、TES 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

44、, 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/cou

45、pons,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

46、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 click

47、ing 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

48、 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

49、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 GR

50、OWING 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

51、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 a

52、ble 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.

53、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

54、 REWARDA BRAND’S 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

55、 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 mal

56、es 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.,USE

57、RS 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, it’s just a clickaway. I

58、 don’t know if that isadvertising, per se, but itmakes me feel betterabout my bank.,It’s not just aboutscreaming a messageat me anymore. It’s aboutproviding value and that, tome, is so much be

59、tter 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

60、 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,M

61、U,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 pa

62、rt 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

63、 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,

64、% mo,r,Tra,to,5,as,h,5 urc,ll/p,%,re,? Banking,ei,ns,MOBILE TRANSACTIONSWILL CONTINUE TOBECOME COMMONPRACTICE ASSECURITY CONCERNS AREADDRESSED,soadarc

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67、 nills betw58 nsfe ck% esSe41,to? Utilitarian tasks,% have done or would consid

68、er 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