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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
  • Transcript

    • 1. Connecting with Mobile
      Charlie Nichols Browning
      info@GetCS.com 210.807.3552
      © Copyright 2010 Common Sense LLC www.GetCS.com
    • 2. 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
    • 3. A Few of Our Clients
      Years of experience with hundreds of clients in US and Globally
      From large global enterprises, nonprofits to small businesses
    • 4. Your Customers are mobile:
    • 5. 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
    • 6. 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.
    • 7. 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
    • 8. 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/
    • 9. 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
    • 10. 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
    • 11. Why?
      • Handsets/browsers are better
      • 12. More accessible device/service pricing
      • 13. Expectations for information access
      • 14. Growth in all age groups and genders
      • 15. Can be primary computing platform
    • Becoming Mobile:
    • 16. 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
      • 17. Mobile/app content management/integration
      • 18. Geo-location apps
      • 19. Advanced SMS campaigns
      • 20. Promotional apps
      • 21. Fully mobile web &email
      • 22. Social integration
      • 23. Mobile-friendly websites
      • 24. Simple apps
      • 25. Location finding
      • 26. Simple SMScampaigns/events
      • 27. Basic mobile emails
      • 28. Social integration
      • 29. Geo-location claim
      • 30. “Highly functional”apps
      • 31. Secure account access
      • 32. Mobile commerce
      • 33. SMS account integration
      • 34. Websites
      • 35. Ecommerce
      • 36. Email programs
      • 37. Social sharing
    • Mobile as Tools
      As with most media, it can be used in many ways
      • Agencies, Sales and Marketing can:
      • 38. Businesses, Products, Publishers can:
      • 39. Products, Customer Service, Operations can:
      Create
      Promote
      Extend
      Using:
      Using:
      Using:
    • Integrated Promotion
      • Mobile efforts don’t exist by themselves, they should be integrated and promoted
      • 61. Advertising – Display, Paid Search, Mobile
      • 62. Social media campaigns
      • 63. Websites and microsites
      • 64. Email communications
      • 65. Employee communications
      • 66. Events and point of purchase
      • 67. PR
      • 68. Print
      • 69. App Stores
      Mobile site
      iPhone App
      Website
      Email
      Facebook
      Twitter
    • 70. 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
    • 71. Mobile Touchpoints
      Apps
      Mobile Website
      Location Based Networks
      SMS/Texting
    • 72. 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
    • 73. 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
    • 74. 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
    • 75. 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
    • 76. 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
    • 77. Strategies for Mobile Websites
      • There are two main strategies for developing mobile websites
      • 78. 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
      • 79. May also publish to mobile apps too
    • Mobile Website Examples
      Type 2
      Type 1
    • 80. Mobile Website Examples
      Type 1
      Type 1
    • 81. 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
    • 82. 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
    • 83. 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
    • 84. Examples: SMS - Text Messaging
      Contests:
      Contests:
      Appointment Confirmations:
      Lead Gen, awareness:
    • 85. Apps
      Promotion of business brand, content publishing, gaming, geolocation, audio, video, augmented reality
      Community discussions and sharing
    • 86. 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/
    • 87. Apple Advantages
    • 88. Apple Advantages
    • 89. 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/
    • 90. 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
    • 91. 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
    • 92. 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.
    • 93. Examples: Games & Entertainment
      Games and Entertainment
      38
    • 94. 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.
    • 95. 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
    • 96. 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
    • 97. 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)
    • 98. Examples: Unique Interfaces
    • 99. Examples: Video
    • 100. Examples: Ecommerce
    • 101. Unique News Interfaces
    • 102. Examples: News
      News: Leveraging the landscape of the iPad
    • 103. 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
    • 104. 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!")
    • 105. 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!
    • 106. 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
    • 107. Thanks for your time!Can we help with your integrated mobile strategy?
      Charlie and the Common Sense Team
      Info@GetCS.com