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Mobile Marketing Tips

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Mobile Marketing tips and strategies...

Mobile Marketing tips and strategies
Gain valuable insight into Mobile Marketing:
- When is the right time for an app versus a mobile friendly website?
- Do your website and email messages work on mobile devices?
- Multi-platform publishing strategies: Update once, view everywhere.

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  • We found the stat that 24% of iPhone users are Hispanic as of Q1 2008, according to Nielsen.  Not even counting iPod Touch, that's a pretty sizable piece of the 45 million iPhones and iPod Touches out there. http://www.marketingcharts.com/direct/iphone-3g-buzzing-nielsen-online-hitwise-issue-stats-5233/http://en-us.nielsen.com/tab/product_families/nielsen_mobile_mediaIt's also referenced here, with some additional mobile info.http://www.consortemedia.com/corporate/en/hispanic_audience/demographics

Mobile Marketing Tips Mobile Marketing Tips Presentation Transcript

  • Connecting with Mobile
    Charlie Nichols Browning
    info@GetCS.com 210.807.3552
    © Copyright 2010 Common Sense LLC www.GetCS.com
  • About Common Sense
    An independent international communication technology company
    Ever-evolving and up to date technology capabilities
    Mobile – Websites, Apps, SMS, Location
    Web – Content Management, Ecommerce
    IT – Custom Software, Sharepoint, CRM, Reporting
    We operate with a bias for integration, strong strategy, brand experience, measurement and return
    Focused on excellent customer service, strong but flexible processes and clear communications
    Hispanic and multi-lingual experience
    • Headquartered in in San Antonio, Texas
    Latin America Headquarters in Buenos Aires, Argentina
    Founded in 2006, experienced team of over 60 people
    Enterprise Program Member
  • A Few of Our Clients
    Years of experience with hundreds of clients in US and Globally
    From large global enterprises, nonprofits to small businesses
  • Your Customers are mobile:
  • Mobile is Growing
    Mobile is growing faster than the internet did, with more internet users on mobile than desktop in LESS THAN 5 years.
    US has over 290 million wireless subscribers, that’s over 90% of the population.
    One-third of Americans (32%) have used a mobile phone to access the internet for emailing, instant-messaging, or information-seeking.
    68% of mobile owners used SMS or Internet in Q1 2010.
    http://www.morganstanley.com/institutional/techresearch/mobile_internet_report122009.html
    http://www.gartner.com/it/page.jsp?id=1372013
    http://www.pewinternet.org/Reports/2009/12-Wireless-Internet-Use.aspx
  • Growing Faster – Will be Larger
    The United States smart phone market grew 41% year on year. It is the largest smart phone market in the world by a significant margin, with 14.7 million units accounting for 23% of global shipments in Q2 2010.http://www.canalys.com/pr/2010/r2010081.html
    Global handset sales will grow to 1.3 billion units in 2010.
    Smartphones will experience 20% annual growth over the next six years.
  • Mobile is Widespread
    40% of US mobile Web users now browse the internet more on their phone than PC.
    65 million mobile subscribers in the US now regularly browse the mobile Web.
    Mobile web has up to 57 million unique visitors per month, growing
    People carry their cell phones 16 hrs./day
    http://www.comscore.com/Press_Events/Press_Releases/2010/4/comScore_Reports_February_2010_U.S._Mobile_Subscriber_Market_Share
    http://www.ctia.org/advocacy/research/index.cfm/AID/10323
    http://www.pewinternet.org/Reports/2009/12-Wireless-Internet-Use.aspx
  • Mobile Internet Use
    Consumers spend nearly half their mobile internet time on email, followed by internet browsing and then social networks
    Usage:
    Mobile 5,840 hours/yr
    PC 2,920 hours/yr
    TV (US) 1,865 hours/yr.
    http://blog.nielsen.com/nielsenwire/online_mobile/what-americans-do-online-social-media-and-games-dominate-activity/
  • SMS - Texting
    Reach: 95% of all mobile phones are text enabled
    Usage: The average mobile subscriber send/receives more text messages than voice calls
    Immediacy: 94% of text messages sent are opened and in 9 minutes or less
    www.Txt4CRM.com data
  • Mobile Commerce & Couponing
    20% of mobile phone owners used their phones for mobile commerce today; by 2011, it will be 25%. - Mobile Marketer (6/2010)
    M-commerce sales in the US will be $2.42 billion in 2010 - Coda Research
    MarketResearch.com has predicted that mobile e-commerce revenue will increase 65% per year by 2015.
    By 2015, M-commerce sales will skyrocket to $23.8 billion, representing 8.5% of all e-commerce revenues in the country. - Coda Research
    Mobile coupons will generate $6 billion in global redemption values by 2014. - Juniper Research
    Mobile coupon redemption rates often exceed 50 percent, while paper coupons typically have a redemption rate of only 0.2 percent to 2 percent. - Exposure2
  • Why?
    • Handsets/browsers are better
    • More accessible device/service pricing
    • Expectations for information access
    • Growth in all age groups and genders
    • Can be primary computing platform
  • Becoming Mobile:
  • Digital Evolution
    Rather than jumping to “an app for everything”, there is a progression for most mobile efforts
    Crawl
    Fly
    Run
    Walk
    • Advanced apps, platforms
    • Mobile/app content management/integration
    • Geo-location apps
    • Advanced SMS campaigns
    • Promotional apps
    • Fully mobile web &email
    • Social integration
    • Mobile-friendly websites
    • Simple apps
    • Location finding
    • Simple SMScampaigns/events
    • Basic mobile emails
    • Social integration
    • Geo-location claim
    • “Highly functional”apps
    • Secure account access
    • Mobile commerce
    • SMS account integration
    • Websites
    • Ecommerce
    • Email programs
    • Social sharing
  • Mobile as Tools
    As with most media, it can be used in many ways
    • Agencies, Sales and Marketing can:
    • Businesses, Products, Publishers can:
    • Products, Customer Service, Operations can:
    Create
    Promote
    Extend
    • Content
    • Products
    • Company
    • Products
    • Services
    • Products
    • Services
    • Reporting
    Using:
    Using:
    Using:
    • Websites
    • Mobile Websites
    • Apps
    • Audio/Video
    • Ads - mobile
    • Email
    • Websites
    • Mobile Websites
    • Apps
    • Audio/Video
    • Email
    • Websites
    • Mobile Websites
    • Apps
    • Audio/Video
  • Integrated Promotion
    • Mobile efforts don’t exist by themselves, they should be integrated and promoted
    • Advertising – Display, Paid Search, Mobile
    • Social media campaigns
    • Websites and microsites
    • Email communications
    • Employee communications
    • Events and point of purchase
    • PR
    • Print
    • App Stores
    Mobile site
    iPhone App
    Website
    Email
    Facebook
    Twitter
  • Analytics Feed Insights
    An integrated approach to Analytics can measure email, web, mobile web, SMS campaigns, social media links, app usage and the traffic between them.
    Analytics can show exactly how your mobile application and other properties are used, so you can continually improve content, targeting and functionality
    Track nearly any action, anywhere in your communications tree
  • Mobile Touchpoints
    Apps
    Mobile Website
    Location Based Networks
    SMS/Texting
  • Mobile Impacts: Print
    Promote mobile apps, social media, mobile web on your printed materials
    Print QR codes or Tags with contact info, websites, product info
    Easy print to digital transition
    Can show: URL, Phone numbers, contact Vcard, Text strings/Coupons
  • Mobile Impacts: Events
    Print QR codes/Tags with contact info on materials
    Easy event/print to digital transition
    Can show: URL, Phone numbers, contact Vcard, Text strings/Coupons
    Announce SMS “text to win” contests, subscribe to news or info
    Geolocation check-ins, games or special badges, coupons or contests
    Text GETCSto 41411
  • Mobile Impacts: Content
    Content Publishing
    Mobile friendly viewing
    Full iOS or Android apps
    iBooks formats
    Amazon Kindle formats
    Images, audio, video content
    Strategies
    Free promotional teasers
    In-app purchases
    Paid apps or books
    Subscriptions
  • Mobile Impacts: Email
    One of the top uses of smartphones is email
    Emails need mobile-friendly format, offer options for viewing
    Offer a web version in the mail, then detect if user is on a mobile device and then show mobile web-friendly version
    Other email uses:
    Coupons usable on device,discounts
    Promote mobile apps, socialmedia, mobile web
  • Mobile Impacts: Websites
    Mobile websites are becoming more expected and needed to connect with customers as they prefer
    Prioritized content and functions for “on the go” users
    Mobile friendly viewing, focused content, contacts,maps, app download
  • Strategies for Mobile Websites
    • There are two main strategies for developing mobile websites
    • Current content management systems and frequency/volume of updates are considerations
    Can be a full version of the site with design changes
    • Connected to current publishing system with styling differences
    Can be a smaller version of the site, withcontent prioritized for mobile use
    • Separate site and publishing system
    • May also publish to mobile apps too
  • Mobile Website Examples
    Type 2
    Type 1
  • Mobile Website Examples
    Type 1
    Type 1
  • What NOT to do
    Websites designed for desktop computers
    Don’t “scale” to show fonts, images sized correctly
    Have menu systems and rollovers that don’t work
    Don’t provide key information ONLY in flash
  • Mobile Impacts: Social Media
    Social media is one of the largest time spent on mobile devices
    Optimize for sharing and linking on Facebook, Twitter and other networks
    Mobile-friendly content, easy sharing, commenting “Follow/Liking”, geolocation games, app promotion/integration
  • SMS (Texting) can be used for a variety of promotional and informational programs including:
    Coupons
    Store locators
    Regular PR and company news, urgent updates
    Support status, product availability, shipping notifications
    Contest entries, Loyalty programs, Voting and Polling
    Email newsletter subscriptions
    Lead generation, contact requests and info
    Events, connect to new prospects or subscribers
    Appointment reminders and confirmations
    Shared shortcodes are available at low cost, custom shortcodes are secure and more extensible
    Mobile: SMS
    Try it:
    Text GETCSto 41411
  • Examples: SMS - Text Messaging
    Contests:
    Contests:
    Appointment Confirmations:
    Lead Gen, awareness:
  • Apps
    Promotion of business brand, content publishing, gaming, geolocation, audio, video, augmented reality
    Community discussions and sharing
  • Apple Platform Numbers
    How many iOS devices are there?
    Over 100 million units worldwide - iPads, iPhones and iPod Touches
    77 countries, approximately 50% are in the U.S.
    How many iPads?
    Over 3 million in less than 3 months.
    How many apps? How many downloads?
    Over 400,000
    Over 4 billion, 350 downloads per second
    Purchasing Apps?
    130 million accounts with credit cards
    Average user downloads 8-12 apps per month
    Half of users buy apps each month, nearly 30% buy up to 10 per month
    Enthusiasm for iPhone?
    Highest user satisfaction ratings of any smart phone in multiple studies
    Source: Apple and industry estimates
    NeilsenOnline and Hitwise, as of Q1 2008CFI Group Smartphone Satisfaction Survey at: www.cfigroup.comhttp://www.marketingcharts.com/direct/iphone-3g-buzzing-nielsen-online-hitwise-issue-stats-5233/
    Sources: Admob http://metrics.admob.com Survey Report and
    http://gigaom.com/2009/08/27/how-big-is-apple-iphone-app-economy-the-answer-might-surprise-you/
  • Apple Advantages
  • Apple Advantages
  • Apple platform has the lead
    By Quantity of apps:
    By app development starts:
    Over 400,000 apps
    Plus 13 million songs, 3,000 TV shows, 2,500 movies
    Over 40,000 apps
    By Brands:
    http://www.msnbc.msn.com/id/35226302/ns/technology_and_science-tech_and_gadgets/
  • Examples: Branded Loyalty Apps
    Giving customers another way to engage with a brand, find physical locations, coupons and community interactions
    Show company, product information, ordering information and functionality
    Share and rate content such as recipes, opinions, articles, videos, audio casts, photos, etc.
    Build email lists, viral nature of apps encourages spread among friends
    Promote via other digital and mobile channels
  • Examples: Blog, Website Apps
    Connect with users via a content focused branded app
    Import existing blog feed, Twitter and Facebook in real time, driving traffic, awareness and engagement
    Add a portfolio of example work or product information, case studies, video reels, video podcasts, audio podcasts
    Share news, staff announcements and client work
    Build email lists, sales leads, SMS lists
    Can be published in conjunction with a mobile-friendly microsite for non-app users
  • Examples: Promotional Game Apps
    Small branded games can help connect with customers and keep them engaged with your brand
    Simple games like wordsearch, catch the can, shape-matching, frogger, soccer, tennis, etc.
  • Examples: Games & Entertainment
    Games and Entertainment
    38
  • Examples: Business Productivity and Reporting
    For an increasingly mobile workforce, the ability to access critical business data on the go is very important.
    Real-time updates, secure data, VPN, remote and local wiping capabilities, and company-only distribution.
    Ability to integrate with enterprise reporting suites, SharePoint, MS Excel charting and more.
    Assistance with deploying Office apps for Word, Excel and PowerPoint docs.
    Ability to update status and forms, edit and enter customer data, new leads or action items.
  • Examples: Book Apps
    Book apps are a low cost way to promote a book and monetize content.
    Options:
    Free summary to promote book sales
    Emphasize key points with additional content or checklists to up/cross sell author services, or promote next book
    Stand alone ebook/app sales
    Include videos, audio or checklists that sync with website information
    Featured project: NY Times Bestselling Author Tim Koegel and his book “The Exceptional Presenter” with excerpts from his next book
    Sample Chapters
    About Timothy J. Koegel
    Purchase Book
    Becoming an
    Exceptional presenter
    seemsto be a
    Herculean task.
    There’s a lot to
    remember. Say this.
    Move that. Speak up.
    Look at the audience.
    Don’t fidget. You
    leave the meeting
    wondering, Did I
    connect? Was I
    © Copyright 2009
  • Examples: Radio, Music and Band Apps
    The personal nature of music on iPhones and iPods makes for a great app strategy.
    Include music samples or full versions, videos, photos and news
    Promote tour dates and local shows
    Options:
    Paid app with licensed MP3s, videos, “liner notes” and a rich experience
    Free app to promote concerts
    Include blog postings and updates from the band
    - Listen to our music -
    - Watch videos -
    - Touring Dates -
    - About Fatty Monk -
    Autumn Run
    Shifting Gears
    Lessons Learned
    Pryor Years
    Memory
    Autumn Run Video
    Photos on the road
    Main Page
  • Examples: iPad
    The iPad and tablets are a hybrid of mobile and full size computing
    Large screen
    Multiple orientations
    Touch interfaces
    Narrower technology support (Flash)
  • Examples: Unique Interfaces
  • Examples: Video
  • Examples: Ecommerce
  • Unique News Interfaces
  • Examples: News
    News: Leveraging the landscape of the iPad
  • Or any combination of…
    Databases
    GPS Enabled
    Promotion and Loyalty
    iPhone Focused
    Books, Book Summaries
    Content Management and Updates
    Competitions with Online Leaderboards
    Kids Entertainment
    iPad Focused
    Education
    Videos
    Games and Puzzles
    Kids Education
    Serial Publications
    Photo & Image Libraries
    Blog Apps
  • Location Based Networks
    Location Based Networks:
    Mobile coupons, “mayor” of your locations (FourSquare, Gowalla, Yelp, etc.)
    Checkin status connected to social media, sharing and promotion
    Rate and review companies, share photos
    “Claim” to control location messaging, photos, reviews, comments
    Mayor Specials: For the user who has checked in the most in the last 60 days) ("Foursquare has deemed you the Mayor? Enjoy a free order of french fries!”)
    Check-in Specials: unlocked when a user checks in to your venue a certain number of times. ("Foursquare says you've been here 10 times? That's a free drink for you!")
    Frequency-based Specials: are unlocked every X check-ins. ("Foursquare users get 20% off any entree every 5th check-in!")
    Wildcard Specials: always unlocked, but your staff has to verify some extra conditions before awarding the Special. ("Show us your foursquare Swarm badge and get a free drink!")
  • Summary
    Mobile is large already and growing, consumers expect to interact with your business via mobile
    High expectations, diverse devices
    The is a ton of research, organizations and companies that can help with your mobile strategy and executions
    Look for integration, not just point solutions
    Review your current marketing and products on popular devices and optimize
    Explore new ways of communicating with prospects and customers, building loyalty, efficiency and revenues
    Walk, Crawl, Run, Fly – Don’t try to do it all at once
    We are here to help!
  • Resources
    Common Sense Blog: http://www.GetCS.com 8-)
    Mobile Marketing Association: http://mmaglobal.com
    Touch Gesture Reference Guide: http://www.lukew.com/touch/
    NielsenWire Mobile: http://blog.nielsen.com/nielsenwire/category/online_mobile/
    Comscore Mobile: http://www.comscore.com/Products_Services/Mobile_Media
    Flurry Mobile Analytics Blog: http://blog.flurry.com/
    Microsoft Tag: http://tag.microsoft.com
    Free QR Code Generator: http://qrcode.kaywa.com/
    How to use QR Codes for Small Business Marketing: http://www.openforum.com/idea-hub/topics/technology/article/how-to-use-qr-codes-for-small-business-marketing-jennifer-van-grove
  • Thanks for your time!Can we help with your integrated mobile strategy?
    Charlie and the Common Sense Team
    Info@GetCS.com