*mobile strategy and vision horizon for CPG

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Shaun Quigley
VP, Mobile Practice Director
squigley@brunnerworks.com
412.995.9500 phone
@squigster
*mobile strategy and vision horizon for GSK
Recap the Mobile
Landscape


CPG Mobile Roadmap


Mobile Workshop
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2011 2001
Finding, sharing, converging
Morgan Stanley, April 2010
50 minutes a day
coviewing
content appetites are evolving
2010 Leo Burnett
And Arc Worldwide
79% use smartphone for shopping activities
Shopper
Marketing
Mobile
Digital
Media
Strong
Web
Presence
the new convergence

identify key opportunities/ challenges
where mobile can provide a solution or
support business goals


identify unmet needs and goals of the
customers that most closely align with those
opportunities

develop a vision around how mobile will
fulfill those business and customer needs
(and prioritize them)
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2
3
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roadmap
the vision horizon
2011
2012
2013
50%
Smart phone
Mobile website
Mobile search
Lay the mobile
foundation
Mobile apps
Mobilized sales team
Mobile advertising
Mobile is a first
consideration
All content is mobile
Mobile couponing
Mobile at shelf
Experiential
Vertical/trade
Mobile is part of
connections plan
Mobile Desktop
>
CPG Mobile
Roadmap
journey
understand the consumer
Mobile search, reviews, expert/sales tools
QR codes
Mobile ads, sponsored apps, events, SMS
Mobile couponing, retail tie-ins
Mobile apps
Mobile social/connections
Mobile content/ CRM
If 5% come from
mobile, target
separately

(CTR is 3x higher)

65% say mobile
couponing is best form
of mobile marketing
of prescriptions filled
from mobile suite are
using Refill Scan
Mobile search, reviews, expert/sales tools
Mobile ads, sponsored apps, events, SMS
Mobile couponing, retail tie-ins
Mobile apps
Mobile social/connections
Mobile content/ CRM
2011
2012
2013
50%
Smart phone
Mobile website
Mobile search
Lay the mobile
foundation
Mobile apps
Mobilized sales team
Mobile advertising
Mobile is a first
consideration
All content is mobile
Mobile couponing
Mobile at retail
Mobile at shelf
Experiential
Vertical/Trade

Mobile is part of
connections plan
Mobile Desktop
>
GSK Mobile
Gameplan
workshop
mobile
QUESTION

What percentage of site traffic is coming from mobile? ________________________

What content are mobile visitors accessing? ________________________

What social traffic is coming from mobile? ________________________

How much of my paid search traffic is coming from mobile? ______________________

What are my competitors doing in mobile? ______________________

What types of devices are most common for my target? ______________________

What mobile content is most relevant for my target? ______________________

How are my retailers are using mobile? ______________________

Which apps are relevant to my business? ______________________

What success metrics make sense for my brand? _________________________




Mobile To-Do List

Knowledge is power. Who can best help you answer these
questions? List multiple parties if youd like.
PARTNER/RESOURCE


Mind the GAP!
When planning a mobile marketing strategy, remember to mind the
gap: Goals. Audience. Platforms.
How can mobile help you achieve your business goal?




How would you see your target audience using mobile?





Circle the platforms that are most for your audience:

SMS /TXT iPhone Android

Blackberry iPad Other phones/tablets


Mobile Content

This section is designed to help you record your ideas and your
initial vision. List your initial thoughts of what can and cannot be
mobile in your mix. Forget about constraints.
1.

2.

3.

4.

5.

1.

2.

3.

4.

5.

Mobile Web
Successful mobile websites and applications will do fewer things,
but do them better. Screens are small, and connection speeds are
slow. For your brand, what are the three most critical pieces of
information for the user based on these scenarios.
On the Go? In The Store?
Mobile Search
Mobile search ads have a 3x higher click through rate. The query
lengths are shorter, and the most desired results are local. Users
have a limited attention span.
1. Whats the search phrase
youre trying to win?
2. Whats your ad say?
3. Whats your call to action?
Mobile app
Typically, the best apps have some form of utility or entertainment
(or both). What might be relevant for your brand? How will you
take advantage of LoSoPhoMo.?
Write down one idea for utility:



Write down one idea for entertainment:



How could you use the GPS (Lo)



How could my make the experience shareable? (So)



How could you use the camera or video camera (Pho)


What is a success measure for your app?







C
o
n
t
a
c
t







Shaun Quigley
VP, Mobile Practice Director
squigley@brunnerworks.com
412.995.9500 phone
@squigster
*mobile strategy and vision horizon for CPG