Market in the Moment to Boost Consumer Engagement
Published in: Marketing
Transcript
- 1. Market in the moment To boost consumer engagement
- 2. Presenters Rick Jones Head of Marketing, North America James Reiss Head of Mobile Strategy, North America Professional marketer and brand builder for advertising-technology and new media companies in New York City More than 20 years across technology companies like Adobe, IBM, and Cisco Senior integrated marketing lead with over 18 years of experience, most recently with Havas Worldwide Expertise in developing and implementing successful digital strategies for the technology, wireless/telecom, entertainment, travel, financial services, CPG and healthcare industries
- 3. A little bit about us
- 4. World’s largest independent mobile ad network We reach 872 million uniques across 200 countries and enable 159 billion ad impressions globally per month • Provide a turnkey solution enabling the world’s leading brands to engage global consumers through mobile advertising • Recognized by MIT Technology Review as one of the 50 Disruptive Companies • Awarded Outstanding Startup by Forbes India in 2014
- 5. The connected consumer
- 6. Why moments matter SO FAR: COHORTS BASED ON BROAD CONSUMER ARCHETYPES Attitudes / Outlook Needs Attributes: Demographic, Psychographic All of these are subject to change based on consumer moments
- 7. Moments differ for the same consumer Consumer pre-occupied and not available for brand messaging Interested in content Possibly interested in videos And moments define the likelihood of consumer action
- 8. Consumer decision making has transformed because of access to information Composed of several consumer moments, some of which are opportune moments for brands THE CONSUMER PATH TO PURCHASE HAS UNDERGONE A TRANSFORMATION
- 9. What is Moment Marketing Always-connected environment for today’s consumer Brands need to be present during the opportune moments that matter most in the consumer decision process With Moment Marketing, Brands can understand and predict The Moments of Maximum Opportunity (MOMO) and positively influence consumers through rich, immersive brand experiences
- 10. Going Beyond Moments of Truth Moment of Truth Models Based on a few consumer interaction points that are most relevant to the marketer Point of Search, Purchase, Post-purchase State Of Mind Time Location Goals To Meet Moment Marketing Constantly scopes ever-changing moments Offline and online moments influenced by content, locations, ads, and more
- 11. The key to moment marketing Understanding audience preferences and how they vary across moments Life maps Ad engagement history Understanding of experiences and moments
- 12. The importance of moments is undisputed Understanding consumer preferences and how they vary across moments “The new competitive battleground is mobile moments. A moment is now the atomic unit of competition. To cater to a mobile moment, marketers must understand • Who is seeking help? • What is the consumer motivation • Physical and emotional context • What you can do to serve the customer in the moment Marketers need to program content for Mobile Moments” —Josh Bernoff ,The Mobile Mind Shift, Forrester Research “‘Moments’ are instances where different motivations for consumer action arise. Consumer motivations are the result of conscious goals such as what consumers are trying to achieve (intentions) and unconscious perceptions based on past experience” —Insights Now
- 13. Winning moment marketing
- 14. The 3 components of Moment Marketing CUSTOMER audience engagement at scale CONTENT influence through rich brand experiences CONTEXT insight into changing consumer behaviors and preferences
- 15. CUSTOMER
- 16. THE AVERAGE AMERICAN USER CONSUMES Source: InMobi Mobile Media Consumption Research - USA, 2014 Watching TV Using mobile Listening to Radio MOBILE WEB Online via desktop/laptop Reading Magazines /Newspapers Using Tablet 10.1 HOURS OF MEDIA PER DAY 2.2 hrs 2.1 hrs 1.9 hrs 1.5 hrs 56 min 1.5 hrs Mobile for Moment-Centricity
- 17. Mobile Ad Spend in the US is growing steadily Mobile to make up the majority of digital display dollars by 2016 Mobile Ad Spend in the US in Billions $10 $19 $70 $60 $50 $40 $30 $20 $10 SOURCE: eMarketer, Sept 2014 $28 $40 $49 $59 $0 2013 2014 2015 2016 2017 2018 Mobile Internet Ad Spend as % of Total Digital Ad Spend in the US 24.20% 37.00% 48.20% 59.50% 65.70% 70.60% 80.00% 70.00% 60.00% 50.00% 40.00% 30.00% 20.00% 10.00% 0.00% 2013 2014 2015 2016 2017 2018
- 18. Facts every Brand should consider when considering mobile AD FORMAT BY SEGMENT PREFERENCE In-App Advertising is the most appealing format for valuable audience segments such as Mom & Millennial 2 MONTHLY USAGE OF APP VS MOBILE WEB Monthly usage of mobile apps far exceeds mobile web usage and continues to grow 1 54% 40% 26% 29% 23% 31% 27% 48% 38% 15% 61% 44% 25% 56% 42% 27% ON A VIDEO WEBSITE ON A RETAILER WEBSITE ON A SEARCH ENGINE IN AN APP MILLENNIAL GEN M It is an App centric world 80% 86% 20% 14% 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 2013 2014 SOURCE: ComScore 2014 APP MOBILE WEB
- 19. Mobile moments go beyond Social Source: How people really use mobile, Harvard Business Review 2013 216 minutes per day spent on mobile Consumer time spent on mobile is highly fragmented 80% of time is spent on mobile is beyond social media Reaching audience at scale requires an integrated mobile advertising strategy
- 20. Turn data into insight and impact DATA SOURCE USER INSIGHT
- 21. CONTEXT
- 22. What is context? Context is… “the sum total of what your customer has told you and is experiencing at their moment of engagement” Context Includes… • Profile: Who they are and what they do • Situation: the current location the customer is in, the conditions effecting them • Preferences: the history and personal decisions the customer has shared • Attitudes: the feelings or emotions the customer has shared with you *Forrester 2014, Moving Mobile to the Center
- 23. Demographic Device Ownership Gender, Age, Household Income. Technographic Device Ownership, Device Usage Pattern, Device Characteristics Geographic Location Proximity Patterns Behavioral Interest - Content Consumption Intent - Mobile Ad Interaction Audience Personas Understand users along multiple dimensions
- 24. Customized Personas reduce wasted impressions Frequent Business Flyers
- 25. Use POI effectively to understand situation Sample Base Locations Sample POIs
- 26. Win shopping moments with hyperlocal proximity Reach Shoppers in Close Proximity to Your Retail Location or Your Competitors
- 27. Use past Interactions to gauge future propensity How is brand propensity identified? By understanding consumer engagements through multiple dimensions such as: Past campaigns 1 Category insights 2 … from historical campaigns of your brand … from campaigns in similar categories Unique users on the network Users identified using a pre-defined Audience Persona 23k unique users reached High Brand Propensity Users identified During campaign runtime using propensity >35% increase in unique users reached
- 28. Use Location patterns to assess Brand Affinity 1 LOCATION BASED RETARGETING Targeting users who have visited a specific location within a specific timeframe 2 LOCATION BASED AFFINITIES Targeting users who have demonstrated an affinity to a particular brand over time
- 29. CONTENT
- 30. Take advantage of Mobile-unique functionality ANIMATION Fluid automation engine with high performance sequencing VIDEO Immersive in-line video IMAGE GALLERY Tactile galleries with thumbnails & downloads 360 DEGREES Product Rotations & Panoramas FORM CAPTURE Text, pull down, checkbox & form validation for lead gen SHAKE & TILT Accelerometer control for engaging experience / games SOCIAL Post to wall on Facebook or update Twitter CONDITIONS Creative or offer varies by time of day, weather, etc. LOCATION Provide closest location to user DRAG & DROP UI for puzzles, builders and more DATA FEED Overlay real-time data, weather, stocks, etc. WIPE Creative reveal, Uncover coupon
- 31. Virtual Catalog Customized offers based on user profile. Inclusion of interactive video enables customers to buy right through ad, or find a store near their location.
- 32. M-Commerce Dynamically display product from catalog, based on user profile and past activity. Deep link into brand app for purchase. v
- 33. Location-based Offer Serve up a competitive offer and directions to the closest point of purchase.
- 34. Increase Brand Relevance with Weather-triggers Dusty or Rainy day? Tailor your brand’s message accordingly as your promote your product.
- 35. Social Integration . Email Integration Integrate mobile advertising with other digital marketing efforts Extend the reach of your YouTube ad investment through our in-banner YouTube unit
- 36. MOMENT MARKETING APPLIED
- 37. From understanding to results Consumer Life Map and Geo Context Life understanding Insights Results
- 38. Auto Use Case Understanding the consumer In-Market Luxury Auto Shopper Individuals who are likely actively researching domestic or import luxury vehicles to own or lease Conducts make/model searches, requests, quotes & configurations Identified at luxury dealers and show rooms Downloads and engages with auto apps, reviews & content Signs up for test drives at premium vehicle showrooms
- 39. Auto Use Case Understanding varying contexts and content for the consumer Reading news in the morning Brand engages the consumer with a native ad announcing the launch of a new car model Sponsored Test Drive Velocity N-Class
- 40. Auto Use Case Understanding varying contexts and content for the consumer In the bus in the afternoon Brand educates the consumer with a rich media ad that lets him explore the car’s features
- 41. Auto Use Case Understanding varying contexts and content for the consumer At home in the evening Brand drives call to action with a Form Capture Video which showcases the car’s features and invites sign-ups for a test drive
- 42. ENSURING THE IMPACT OF MOMENT MARKETING
- 43. Real-time Campaign Measurement Tracking Engagement Beyond The Click InMobi provides full analytics for campaigns to track: - Landscape vs. Portrait - Video Views - Video Quartiles - Video Completes - Mutes - Impressions - Clicks - Engagements - Time Spent - Device Type InMobi also accepts 3rd party tracking tags including, but not limited to DART and MediaMind Tags
- 44. Real World Attribution Quantifying the Impact of Mobile Campaigns on Foot Traffic With Attribution Modeling you can map your mobile ad campaign directly to store foot traffic Giving you the return on every dollar you spend on your campaign
- 45. Takes Uncertainty Out of Mobile Marketing Campaigns Only offering of its kind, bringing new level of accountability to mobile advertising Helps advertisers ensure ROI by guaranteeing a minimum pre-defined outcome rate Currently available for “expand rates” Auto, BFSI Guaranteed Lead-Gen Form Initiate Retail Guaranteed Coupon Clip Initiate CPG Guaranteed Product Info Request HOW GUARANTEED OUTCOMES (GO) WORKS 1 2 3 Advertiser and InMobi agree on a pre-defined outcome floor InMobi uses machine learning and decision sciences to identify the audience micro-segments most likely to take action InMobi targets this audience exclusively with an immersive creative experience InMobi Guaranteed Outcomes
- 46. Thank You brand@inmobi.com