Mobile Marketing

Mobile Marketing Justin Mastrangelo President, JA Interactive (insert overused stock photo here)

A Few Warnings/Disclaimers
I get too excited and tend to “fire hose” information and statistics.
Content in this presentation may be outdated by the time I get to the last slide.

Mobile Marketing
Apps
Mobile Websites
Text Messaging (SMS)
… and more

Mobile Apps: The “Shizzle”?

Mobile Apps: The Good
Best functionality available (GPS, camera, full touch screen)
Completely customizable experience
A good app can be a tremendous marketing and PR “hit”

Mobile Apps: The Platforms
Android is now out-selling Blackberry AND iPhone
Blackberry users are not heavy app users
iPhone users are HEAVY app users, followed closely by Android

Mobile Apps: The Market

Mobile Apps: The Bad
The average app costs $30k to develop (per platform)
Only 25-30% of US has a smartphone

How Does It Work?
Build app (per platform)
Make app available for download through each app market
Promote app

Best Opportunities
GPS, camera, simple games, touchscreen gestures
iPhone and Android
Give it away
Can it sell something?

Pizza Hut 1 million+ download and $1 million+ sales (2009) …but $2 billion online in 2010

Charmin: Sit or Squat 400,000+ downloads, BlackBerry version as well

VW Polo Challenge 800,000+ downloads (Europe), top 10 in US

Johnson & Johnson: BlackBag 45,000+ downloads

Primanti Bros. 261 ratings in app store

SEOzio

Where to Start
Research competitor apps
Locate reputable app developer
Plan promotion and initial users

Cost and ROI
Cost to develop an effective app can be significant
Analytics can be tricky, especially for iPhone (Flurry, Distimo, Motally)
Don’t count on big numbers, benefit from branding and PR as well

DOs and DON’Ts
DO take advantage of the phone’s functionality
DON’T make an “app website”
DO some promotion
DON’T expect to sell it

Questions or thoughts on apps?

Mobile Websites: Practical iPhone Apps are to As mobile websites are to

Mobile Websites: The Good
Smartphones AND feature phones
People maybe hitting the main site with their phones right now
Mobile-friendly sites can win over consumers

Mobile Websites: The Bad
Limited to browser-capable phones
Managing content in two places
Functionality is limited, compared to apps
Attracting visitors not always easy
Tracking can be tricky

How Does It Work?
m.companysite.com or companysite.com/mobile
A redirect is setup on the main site
The mobile site is “bare-bones” and customized for this audience

Best Opportunities
Your audience is mobile
You have “on the go” information to deliver or product to sell
Phones are already hitting your site

Southwest Airlines 1 million monthly visitors

Best Buy

Outback Steakhouse

Three Rivers Arts Festival

Where to Start
Check current web stats for mobile traffic
Decide what users want on mobile site
Evaluate options for deployment and management (separate site, CMS plug-in, etc.)
Can probably ignore WAP

Cost and ROI
Cost to develop is typically much less than a full website
Measure traffic with current web stats and specific tools (Bango, AdMob Analytics etc.)
Collect leads or drive sales as you would with a full website

DOs and DON’Ts
DO - keep it simple, lean, and useful
DON’T try to duplicate the full website
DO some promotion
DON’T expect Google Analytics to tell you everything

Questions or thoughts on mobile websites?

We LOVE Texting…too much?

Text Messaging: The Good
Over 200 million wireless users have text messaging capability and over 130 million are actively using it
Texting read rate is over 97%
It’s quick, it’s easy, it’s cost-effective

Text Messaging: The Good
Read rate = response rate = 10-15%
60-70% of people who regularly use text messaging are willing to communicate with companies via text
It’s the “new email”

Text Messaging: The Bad
160 characters, including required stop message
Functionality is limited
Integration with other marketing is crucial

How Does It Work?
User is encouraged to text in to the system - Giveaway, Coupon, Trivia, etc.
Auto-response message is sent back
Other information can be collected (zip, email)

How Does It Work?
User is added to a database
Messages are sent out to the database
Nature of SMS makes spam difficult

Best Opportunities
Last-minute information (entertainment, retail, etc.)
Timely call-to-action – “do this now!”
Pull information (traffic updates, tourism)
Traditional Media (TV, radio, print, outdoor)

Chicago’s Shedd Aquarium

Chicago’s Shedd Aquarium
SMS call-to-action generated 325% more contest entries
SMS entries made up 52% of the total contest entries, despite only running in 25% of the ads

Fantastic Sam’s
Radio ad instructs listener’s to “text STYLE to 77007 for a $3 off coupon”
Small number of spots still collects several people per day

Capture More than Phone #
Political – capture zip for targeting
Non-profit – collect digital “signature”
School – capture email

Where to Start
Start small and be prepared to tweak
Integrate with existing media or on-site
Plan the harvesting/incentive, action, and future use of the database up front
Segment subscribers when possible

Cost and ROI
Minimal upfront fees and most likely starting around $100-200 per month
Measure ROI with show-your-phone or promo codes online
Database of subscribers becomes mobile marketing asset for future

DOs and DON’Ts
DO provide significant value to subscribers
DON’T treat the channel like email or Twitterbook
DO plan how opt-ins will be harvested
DON’T add anyone who hasn’t opted-in specifically for text messages

Questions or thoughts on SMS?

Mobile Advertising
Similar to online advertising
Mobile ads can outperform web
Ads appear inside apps or on mobile websites
Extending Google AdWords campaign a good place to start

Mobile Advertising

Foursquare and Facebook Places
Users check-in at locations and tell their friends
Foursquare rewards “players” with titles like mayor
Small number of users but offers unique mobile interaction and advertising possibilities

In Closing
Consider the audience, goals, and interaction before the technology
Do what makes sense for the industry
Measure, adjust…rinse, repeat.

Questions?
Justin Mastrangelo
President, JA Interactive
[email_address]
888.932.0999

Mobile Marketing

by AAF Akron on Sep 01, 2010

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Mobile Marketing — Presentation Transcript