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Getting started with Mobile and location based services
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Getting started with Mobile and location based services



Presentation to the Small Business Association July 26 2013

Presentation to the Small Business Association July 26 2013



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  • At a high level:Talk about the impact of mobileArm you with information to help decide if mobile is right for you and your businessDifferent ways to think about mobileUsing Location based servicesAlternative payment optionsThings you can do right now.
  • 6.8 billion mobile subscriptions worldwide not counting pay as you go phonesAnd that’s split up between smartphones and what we call feature phones. Most feature phones exist in countries where reliable telecom systems don’t exist or are prohibitively expensive.Important to note that in many of those countries, SMS is the main way that people show and interact with the mobile web and brands.
  • The mobile phone is becoming the “first screen” for a majority of internet users this is especially important for brands who want to reach consumers.While there are still some feature phones that exist in the us, most real consumer engagement happens on smartphones. And smartphone users are the ones that spend time searching and shopping on their mobile devices.more than 751 million people access Facebook via mobile every month - 60 per cent of who log in to their Facebook pages daily. This constitutes a new trend where the next billion Facebook users may never sit at a desktop computer
  • Best Buy, still the world’s largest consumer electronics retailer, said it estimates that some 40% of customers were visiting stores with no intention of buying anythingAmazon has even given users of its mobile shopping app the ability to simplify price lookups on its site by letting them scan product bar codes using their smartphone cameras
  • 60-120K to develop a mobile application20-40K to create simplified version of the site along with your web presence.
  • Walmart
  • Purely social like Facebook, Path and Loopt- where check ins are secondary to conversationCommerce driven like Shopkick and Apple’s passbook-where transactions and commerce are primary focus

Getting started with Mobile and location based services Getting started with Mobile and location based services Presentation Transcript

  • Getting Started with Mobile& Location-based MarketingStephan Merkens, Group Director W2O GroupJune 26,2013
  • • We ARE recording this webinar. You willreceive an e-mail with a link to thewebinar in the next 48 hours.• Feel free to ask questions via the“Questions” module in the GoTo panel onthe right of your screen.• If you want to follow along on the back-channel via Twitter, the hashtag is#SBASocial.Housekeeping
  • There are morepeople own thisearth that ownmobile phonesthan toothbrushes.-Bill McDermottCo-CEO, SAP
  • Mobile is Big!56% ofmobilephones inthe U.S. aresmartphonesThere are 6.8billion mobilesubscribers(96.2%)worldwide Over 2 billionpeopleaccess theMobile webeveryday6 billion textmessages aresent everydayGooglemakesover$4.6B inannualmobile adrevenuewww.mobithinking.com,international telecommunications union
  • Shopping with their devices84%of smartphoneshoppers usetheir device tohelp shop whilein a store.39%Find promotionaloffers.36%Find location ordirections.35%Find hours.82%Use searchengines while instore.53%Make pricecomparisons.Google.com report
  • Mobile is multichannelMobile doesn’t just apply to cellphones. Mobile can be seen asanything outside of a traditional browser based experience. Todaymobile might just as easily involve Location based services,Connected devices, Augmented reality, in store signage, near fieldcommunications, mobile payments and traditional offlineengagement tactics with mobile connections.6 Contents are proprietary and confidential.
  • Mobile doesn’t have to be an appSMS/MMS MOBILE WEB NATIVE APPS• Great for employee andcustomer alerts• Low cost sales and marketing tool• Simple to implement• Low learning curve• Shorter development time, canbe combined with webdevelopment• Maintains security from webapplications• Features can work acrossplatforms• Direct access to consumer’slocation, orientation, speed andpath of motion• Continuous presence with user• Must be developed for a specificOperating system.Hybrid Applications
  • Where Mobile Fits in a marketing planIn order to integrate mobile into your marketing mix, youneed answer a few key questions:• Does it make sense to use mobile with my brand?• Which customers are really the target market for mobileinitiatives and which devices do they use?• What do I expect to gain from the mobile channel?• Which platforms are best suited to the Brand?• Which features and functionality are the most effective inraising brand awareness for me?• Can I develop in house or do I need to engage outsidevendors?
  • Building for mobile web• Create an alternate view of your site for mobile usersthrough an alternate “m-dot” web address or allow thesite to detect where a user is coming from automatically.• Think about the users frame of mind when they visit yoursite on a mobile device and offer content accordingly.• Simplify the experience for a smaller screen use lessbuttons and constrain the amount of text.• Consider allowing the site to become location aware andoffer content specific to a retail location.9 Contents are proprietary and confidential.
  • It’s about content and context• Consumers consume andinteract with content whereverand whenever they choose.• Consumers often view contentin multiple channels (often atthe same time)• Mobile content should reflectnot only a persons interests butalso be contextual - Mostoften people who aresearching for something on amobile device are alreadymuch further down thepurchase path.Contents are proprietary and confidential.WEBTVIN STOREMOBILECRMGAMING
  • Location based services (LBS)Contents are proprietary and confidential.A service that uses the GPS location of a user,transmitted from their mobile device, to offerservices and information based on location andinterests.
  • LBS TechniquesContents are proprietary and confidential.Geo-fencingUsed in conjunction with amobile app, Geofencing offersusers utility while inside a specificlocation. This service can directusers to specific offers within aretail location.GPS/Check insTypically used within mobileapps for the purpose of socialsharing. Users typically post tipsand access details about brandlocations. Brands can use theplatform to provide deals andoffers as well as their own tips
  • Use of Geo-Social and Location-BasedServices is on the RisePew Internet, Kathryn Zickhur, May 11, 2012
  • Using LBS ServicesContents are proprietary and confidential.• Remember that someone’s location is privileged informationdon’t overuse it.Don’t abuse it• Give users who engage a reason to use it and make itvaluable.Make it contextual• Make sure that the mobile offer is different from somethingthat you might offer within the web experience.Mobile is suitable• Make sure that he information you are providing is accurateand timely.Make it relevant• Study campaigns that work and learn from them- begenuinely different.Be creative• Outline your goals at the start of the campaign and measureagainst them.Be realistic
  • Mobile payment optionsA number of vendors providepayment services for smallbusinesses that replace thetraditional POS systems. Thesesystems are simple to use andoften provide other features likeemailing receipts, mobilestorefronts and the ability to runonline reports.
  • Determining the right vendor – shop aroundMonthly salesTransaction amount Less than 5 figures 5=6 figures More than 6 figuresLess than $16.67 PayPal Here Square Subscription PayPal Here$16.67-$25.86 andyou take AmexPayPal Here Square SubscriptionPayPal Here$16.67-$25.86 andyou don’t take AmexBreadcrumbSquare SubscriptionBreadcrumb$25.86 -$400 BreadcrumbSquare SubscriptionBreadcrumb$400 and above Breadcrumb Breadcrumb Breadcrumbwww.nerdwallet.comSmall startups and tech companies can offer great value, particularly for merchantswith low sales volume. Startups like Dwolla can also provide services for much lowercost, but both vendors and customers need to be signed up for the service.
  • Five things you can do right nowHelp people find youCheck to make sure that your address is correctly entered for mobile andlocation based services like Google maps, Yelp, foursquare Facebookplaces.Make sure that your web presence is mobile friendlyNothing is worse than heading to a website on a mobile device only to learnthat homepage is entirely created in flash, or has buttons designed for useon a large monitor.Also, if you do create a mobile version, make sure that ittakes into account different mindsets.Look into changing your payment solutionThe market for alternative payment solutions is growing rapidly and startupsare beginning to drive prices on processing down.Embrace Location based servicesStart looking at what customers are saying when they check in to yourlocations and use their tips as research on how to adapt. Also, startengaging customers with your own tips and offers.Advertise through Local mobile searchOn of the best areas to grab new customers is through local mobilesearch. You can often adjust your search buy to include mobile easily.Contents are proprietary and confidential.
  • Some handy linksGoogle Mobile research studyhttp://www.google.com/think/research-studies/mobile-in-store.htmlAssessment of key mobile payment processorswww.nerdwallet.comResearch on mobile habitshttp://www.mobithinking.comContents are proprietary and confidential.
  • Stephan MerkensGroup Director, digital engagement/social commerceblog.wcgworld.com@stephanmerkens