Mobile Marketing - Justin Mastrangelo


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Justin Mastrangelo, owner of Pittsburgh-based JA Interactive, presented ways for communication professionals to tap into the SMS & Mobile Marketing trend.

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  • Thanks, Justin for the great presentation! A lot of good knowledge and some great ideas for clients!
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Mobile Marketing - Justin Mastrangelo

  1. 1. Mobile Marketing Justin Mastrangelo President, JA Interactive (insert overused stock photo here)
  2. 2. A Few Warnings/Disclaimers <ul><li>I get too excited and tend to “fire hose” information and statistics. </li></ul><ul><li>Content in this presentation may be outdated by the time I get to the last slide. </li></ul>
  3. 3. Mobile Marketing <ul><li>Apps </li></ul><ul><li>Mobile Websites </li></ul><ul><li>Text Messaging (SMS) </li></ul><ul><li>… and more </li></ul>
  4. 4. Mobile Apps: The “Shizzle”?
  5. 5. Mobile Apps: The Good <ul><li>Best functionality available (GPS, camera, full touch screen) </li></ul><ul><li>Completely customizable experience </li></ul><ul><li>A good app can be a tremendous marketing and PR “hit” </li></ul>
  6. 6. Mobile Apps: The Platforms <ul><li>Android is now out-selling Blackberry AND iPhone </li></ul><ul><li>Blackberry users are not heavy app users </li></ul><ul><li>iPhone users are HEAVY app users, followed closely by Android </li></ul>
  7. 7. Mobile Apps: The Market
  8. 8. Mobile Apps: The Bad <ul><li>The average app costs $30k to develop (per platform) </li></ul><ul><li>Only 25-30% of US has a smartphone </li></ul>
  9. 9. How Does It Work? <ul><li>Build app (per platform) </li></ul><ul><li>Make app available for download through each app market </li></ul><ul><li>Promote app </li></ul>
  10. 10. Best Opportunities <ul><li>GPS, camera, simple games, touchscreen gestures </li></ul><ul><li>iPhone and Android </li></ul><ul><li>Give it away </li></ul><ul><li>Can it sell something? </li></ul>
  11. 11. Pizza Hut 1 million+ download and $1 million+ sales (2009) …but $2 billion online in 2010
  12. 12. Charmin: Sit or Squat 400,000+ downloads, BlackBerry version as well
  13. 13. VW Polo Challenge 800,000+ downloads (Europe), top 10 in US
  14. 14. Johnson & Johnson: BlackBag 45,000+ downloads
  15. 15. Primanti Bros. 261 ratings in app store
  16. 16. SEOzio
  17. 17. Where to Start <ul><li>Research competitor apps </li></ul><ul><li>Locate reputable app developer </li></ul><ul><li>Plan promotion and initial users </li></ul>
  18. 18. Cost and ROI <ul><li>Cost to develop an effective app can be significant </li></ul><ul><li>Analytics can be tricky, especially for iPhone (Flurry, Distimo, Motally) </li></ul><ul><li>Don’t count on big numbers, benefit from branding and PR as well </li></ul>
  19. 19. DOs and DON’Ts <ul><li>DO take advantage of the phone’s functionality </li></ul><ul><li>DON’T make an “app website” </li></ul><ul><li>DO some promotion </li></ul><ul><li>DON’T expect to sell it </li></ul>
  20. 20. <ul><li>Questions or thoughts on apps? </li></ul>
  21. 21. Mobile Websites: Practical iPhone Apps are to As mobile websites are to
  22. 22. Mobile Websites: The Good <ul><li>Smartphones AND feature phones </li></ul><ul><li>People maybe hitting the main site with their phones right now </li></ul><ul><li>Mobile-friendly sites can win over consumers </li></ul>
  23. 23. Mobile Websites: The Bad <ul><li>Limited to browser-capable phones </li></ul><ul><li>Managing content in two places </li></ul><ul><li>Functionality is limited, compared to apps </li></ul><ul><li>Attracting visitors not always easy </li></ul><ul><li>Tracking can be tricky </li></ul>
  24. 24. How Does It Work? <ul><li> or </li></ul><ul><li>A redirect is setup on the main site </li></ul><ul><li>The mobile site is “bare-bones” and customized for this audience </li></ul>
  25. 25. Best Opportunities <ul><li>Your audience is mobile </li></ul><ul><li>You have “on the go” information to deliver or product to sell </li></ul><ul><li>Phones are already hitting your site </li></ul>
  26. 26. Southwest Airlines 1 million monthly visitors
  27. 27. Best Buy
  28. 28. Outback Steakhouse
  29. 29. Three Rivers Arts Festival
  30. 30. Where to Start <ul><li>Check current web stats for mobile traffic </li></ul><ul><li>Decide what users want on mobile site </li></ul><ul><li>Evaluate options for deployment and management (separate site, CMS plug-in, etc.) </li></ul><ul><li>Can probably ignore WAP </li></ul>
  31. 31. Cost and ROI <ul><li>Cost to develop is typically much less than a full website </li></ul><ul><li>Measure traffic with current web stats and specific tools (Bango, AdMob Analytics etc.) </li></ul><ul><li>Collect leads or drive sales as you would with a full website </li></ul>
  32. 32. DOs and DON’Ts <ul><li>DO - keep it simple, lean, and useful </li></ul><ul><li>DON’T try to duplicate the full website </li></ul><ul><li>DO some promotion </li></ul><ul><li>DON’T expect Google Analytics to tell you everything </li></ul>
  33. 33. <ul><li>Questions or thoughts on mobile websites? </li></ul>
  34. 34. We LOVE Texting…too much?
  35. 35. Text Messaging: The Good <ul><li>Over 200 million wireless users have text messaging capability and over 130 million are actively using it </li></ul><ul><li>Texting read rate is over 97% </li></ul><ul><li>It’s quick, it’s easy, it’s cost-effective </li></ul>
  36. 36. Text Messaging: The Good <ul><li>Read rate = response rate = 10-15% </li></ul><ul><li>60-70% of people who regularly use text messaging are willing to communicate with companies via text </li></ul><ul><li>It’s the “new email” </li></ul>
  37. 37. Text Messaging: The Bad <ul><li>160 characters, including required stop message </li></ul><ul><li>Functionality is limited </li></ul><ul><li>Integration with other marketing is crucial </li></ul>
  38. 38. How Does It Work? <ul><li>User is encouraged to text in to the system - Giveaway, Coupon, Trivia, etc. </li></ul><ul><li>Auto-response message is sent back </li></ul><ul><li>Other information can be collected (zip, email) </li></ul>
  39. 39. How Does It Work? <ul><li>User is added to a database </li></ul><ul><li>Messages are sent out to the database </li></ul><ul><li>Nature of SMS makes spam difficult </li></ul>
  40. 40. Best Opportunities <ul><li>Last-minute information (entertainment, retail, etc.) </li></ul><ul><li>Timely call-to-action – “do this now!” </li></ul><ul><li>Pull information (traffic updates, tourism) </li></ul><ul><li>Traditional Media (TV, radio, print, outdoor) </li></ul>
  41. 41. Chicago’s Shedd Aquarium
  42. 42. Chicago’s Shedd Aquarium <ul><li>SMS call-to-action generated 325% more contest entries </li></ul><ul><li>SMS entries made up 52% of the total contest entries, despite only running in 25% of the ads </li></ul>
  43. 44. Fantastic Sam’s <ul><li>Radio ad instructs listener’s to “text STYLE to 77007 for a $3 off coupon” </li></ul><ul><li>Small number of spots still collects several people per day </li></ul>
  44. 47. Capture More than Phone # <ul><li>Political – capture zip for targeting </li></ul><ul><li>Non-profit – collect digital “signature” </li></ul><ul><li>School – capture email </li></ul>
  45. 48. Where to Start <ul><li>Start small and be prepared to tweak </li></ul><ul><li>Integrate with existing media or on-site </li></ul><ul><li>Plan the harvesting/incentive, action, and future use of the database up front </li></ul><ul><li>Segment subscribers when possible </li></ul>
  46. 49. Cost and ROI <ul><li>Minimal upfront fees and most likely starting around $100-200 per month </li></ul><ul><li>Measure ROI with show-your-phone or promo codes online </li></ul><ul><li>Database of subscribers becomes mobile marketing asset for future </li></ul>
  47. 50. DOs and DON’Ts <ul><li>DO provide significant value to subscribers </li></ul><ul><li>DON’T treat the channel like email or Twitterbook </li></ul><ul><li>DO plan how opt-ins will be harvested </li></ul><ul><li>DON’T add anyone who hasn’t opted-in specifically for text messages </li></ul>
  48. 51. <ul><li>Questions or thoughts on SMS? </li></ul>
  49. 52. Mobile Advertising <ul><li>Similar to online advertising </li></ul><ul><li>Mobile ads can outperform web </li></ul><ul><li>Ads appear inside apps or on mobile websites </li></ul><ul><li>Extending Google AdWords campaign a good place to start </li></ul>
  50. 53. Mobile Advertising
  51. 54. Foursquare and Facebook Places <ul><li>Users check-in at locations and tell their friends </li></ul><ul><li>Foursquare rewards “players” with titles like mayor </li></ul><ul><li>Small number of users but offers unique mobile interaction and advertising possibilities </li></ul>
  52. 55. In Closing <ul><li>Consider the audience, goals, and interaction before the technology </li></ul><ul><li>Do what makes sense for the industry </li></ul><ul><li>Measure, adjust…rinse, repeat. </li></ul>
  53. 56. Questions? <ul><li>Justin Mastrangelo </li></ul><ul><li>President, JA Interactive </li></ul><ul><li>[email_address] </li></ul><ul><li>888.932.0999 </li></ul>