Blueliner: What We Want from Mobile Marketing

Blueliner Marketing Mobile August 18, 2010

Intro to Blueliner
Digital Marketing, Design, and Development agency
Headquarters in NYC, with offices in India and Bangladesh
Affiliated with

Pillar 1. Web Design (UX, IA, Branding) Pillar 2. Search Engine Optimization Pillar 3. Online Advertising (PPC, CPM, CPA) Pillar 4. CRM (Relationship, Email Marketing) Pillar 5. Social Media Pillar 6. Mobile Marketing Pillar 7. Web Analytics The 7 Pillars of Internet Marketing TM Page SEM

Interactive Marketing Clients Page California Closets (Lifestyle) Completely Bare (Beauty) IZOD Men’s Fragrance (Beauty) Bogner (Fashion) Allied Home Mortgage (Real Estate) New York Video School (Education) 401kid (Finance) Robert’s Grove (Travel) Guardian Water & Power (Energy) Morningside Translations (Translations) Blueliner is one of the most reputable digital marketing agencies in New York. We have built successful social, mobile and search campaigns for the following clients: Medical Hair Restoration (Medical) KBA Lease (Real Estate) Russia Today (Media) SogoTrade (Finance) Icebreaker ( Fashion) Lufthansa (Travel) Chaa Creek Resort (Travel) Evolution Shift (Media) Bid on the City (Real Estate) Red Clay Media (Marketing)

Mobile Usage (US)
77.4 million mobile web users
1.5 trillion text messages in 2009 (5 billion/day)
24.2 billion MMS messages in the last half of ‘09 (250% growth compared to last half of ‘08)
Hispanic and African American audiences lead in mobile data usage*
*Recent Pew Internet & American Life Foundation study.

Platforms and Devices
19% of mobile phones sold in 2010 are smartphones
54.7 million smartphones shipped globally in the first quarter, up 56.7% from the year-ago quarter
Projected to grow to 25% by 2013*
*ABI Research

Mobile Marketing Landscape
SMS, Display, Search still dominate spending

Trends
Growth of Smartphones
Checking in
Rewards/Coupons/Discounts
Experimentation with new technologies
QR Codes
Augmented Reality
Location-based discounts, contests, sweepstakes (Geotoko)

Mobile is the Connector
Your mobile is always with you; you are always on
Mobile is how we connect the digital world with the real world
What do we really want from mobile?

Utility
Email
Search
Task-Oriented Apps
Maps
Communication

Coupons and Discounts
Mobile Coupons will continue to grow rapidly
Can deliver to nearly all mobile phones
In demand from consumers
Trackable, measurable
From PromotionalCodes.org.uk

Entertainment
Your mobile is with you when you’re bored
Games
Mobile Web
Music
Social

Real-Time Decisions
What are my friends doing?
Where should I eat?
Can I get a better price?

Case Study: Russia Today
Russia Today recently launched a new social network for the Middle East market
Blueliner ran search, social & mobile campaigns through 7 Middle Eastern countries
In 3 months, Russia Today attained over 3 million unique visitors via search and mobile strategies, including extensive SMS marketing to the Arabic-speaking youth demographic.

Case Study: Lufthansa
Lufthansa contest targeting food enthusiasts in South Asia
Contest invites users to submit their favorite recipes and get friends to vote for their recipe
Recipe with the most votes gets 2 round-trip tickets to India along with a 2-night stay in India at a renowned hotel
Reaching this audience using online display and mobile marketing
Blueliner also created a mobile version of the campaign microsite
Launches mid-September

Case Study: Near to Here
Blueliner consulted on the hugely successful iPhone app, Near to Here.
Launched on December 18, 2009, Near to Here has already been downloaded thousands of times, was featured in TechCrunch, CNBC, LA Times, the Travelocity blog, and many other top blogs and publications.
In early 2010, Near to Here was the top selling travel app in the App Store.

Text HAITI to 90999 to donate $10 to relief
Simple, accessible program made donating quick and easy
Over $32 million was raised via mobile
Hits – Donate to Haiti via SMS

Provides an important utility to their customers
Keep skiers/snowboarders in the branded environment
Links to shop and find a store to drive sales
Hits – North Face Snow Report app

Misses – Calvin Klein QR Code Billboard
Calvin Klein replaces NYC billboards with QR Code
Must take a picture of the code to unlock a :40 commercial
Asking too much, but giving too little

The canvas is smaller
Test your mobile site on all popular devices
Entertainment is good, usefulness is better
Allow people to interact with the campaign in different ways – not everyone has an iPhone
Mobile is most effective when integrated with other media
Things to Keep in Mind for Mobile

Chris Walbert
Web: www.bluelinerny.com
Email: [email_address]
Twitter: @blueliner | @cwalbert
Thank you!

Blueliner: What We Want from Mobile Marketing

by Blueliner Marketing on Aug 23, 2010

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Blueliner: What We Want from Mobile Marketing — Presentation Transcript