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Getting Started with Mobile and Location-Based Marketing
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Getting Started with Mobile and Location-Based Marketing


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Small Business Association webinar presented on 06/26/2013 by Stephan Merkens, Group Director at W2O Group. You can view the full webinar including audio here: …

Small Business Association webinar presented on 06/26/2013 by Stephan Merkens, Group Director at W2O Group. You can view the full webinar including audio here:

In this presentation, Stephan covers the impact of mobile, different ways to think about mobile and your business, using location-based marketing services, alternative payment options, and things you can do right now to reach your customers.

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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
  • Transcript

    • 1. Getting Started with Mobile & Location-based Marketing Stephan Merkens, Group Director W2O Group June 26,2013
    • 2. • We ARE recording this webinar. You will receive an e-mail with a link to the webinar in the next 48 hours. • Feel free to ask questions via the “Questions” module in the GoTo panel on the right of your screen. • If you want to follow along on the back- channel via Twitter, the hashtag is #SBASocial. Housekeeping
    • 3. There are more people own this earth that own mobile phones than toothbrushes. -Bill McDermott Co-CEO, SAP
    • 4. Mobile is Big! 56% of mobile phones in the U.S. are smartphones There are 6.8 billion mobile subscribers (96.2%) worldwide Over 2 billion people access the Mobile web everyday 6 billion text messages are sent every day Google makes over$4.6B in annual mobile ad revenue,international telecommunications union
    • 5. Shopping with their devices 84%of smartphone shoppers use their device to help shop while in a store. 39%Find promotional offers. 36%Find location or directions. 35%Find hours. 82%Use search engines while in store. 53%Make price comparisons. report
    • 6. Mobile is multichannel Mobile doesn’t just apply to cellphones. Mobile can be seen as anything outside of a traditional browser based experience. Today mobile might just as easily involve Location based services, Connected devices, Augmented reality, in store signage, near field communications, mobile payments and traditional offline engagement tactics with mobile connections. 6 Contents are proprietary and confidential.
    • 7. Mobile doesn’t have to be an app SMS/MMS MOBILE WEB NATIVE APPS • Great for employee and customer alerts • Low cost sales and marketing tool • Simple to implement • Low learning curve • Shorter development time, can be combined with web development • Maintains security from web applications • Features can work across platforms • Direct access to consumer’s location, orientation, speed and path of motion • Continuous presence with user • Must be developed for a specific Operating system. Hybrid Applications
    • 8. Where Mobile Fits in a marketing plan In order to integrate mobile into your marketing mix, you need answer a few key questions: • Does it make sense to use mobile with my brand? • Which customers are really the target market for mobile initiatives 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 in raising brand awareness for me? • Can I develop in house or do I need to engage outside vendors?
    • 9. Building for mobile web • Create an alternate view of your site for mobile users through an alternate “m-dot” web address or allow the site to detect where a user is coming from automatically. • Think about the users frame of mind when they visit your site on a mobile device and offer content accordingly. • Simplify the experience for a smaller screen use less buttons and constrain the amount of text. • Consider allowing the site to become location aware and offer content specific to a retail location. 9 Contents are proprietary and confidential.
    • 10. It’s about content and context • Consumers consume and interact with content wherever and whenever they choose. • Consumers often view content in multiple channels (often at the same time) • Mobile content should reflect not only a persons interests but also be contextual - Most often people who are searching for something on a mobile device are already much further down the purchase path. Contents are proprietary and confidential. WEB TV IN STORE MOBILE CRM GAMING
    • 11. 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 offer services and information based on location and interests.
    • 12. LBS Techniques Contents are proprietary and confidential. Geo-fencing Used in conjunction with a mobile app, Geofencing offers users utility while inside a specific location. This service can direct users to specific offers within a retail location. GPS/Check ins Typically used within mobile apps for the purpose of social sharing. Users typically post tips and access details about brand locations. Brands can use the platform to provide deals and offers as well as their own tips
    • 13. Use of Geo-Social and Location-Based Services is on the Rise Pew Internet, Kathryn Zickhur, May 11, 2012
    • 14. Using LBS Services Contents are proprietary and confidential. • Remember that someone’s location is privileged information don’t overuse it.Don’t abuse it • Give users who engage a reason to use it and make it valuable.Make it contextual • Make sure that the mobile offer is different from something that you might offer within the web experience.Mobile is suitable • Make sure that he information you are providing is accurate and timely.Make it relevant • Study campaigns that work and learn from them- be genuinely different.Be creative • Outline your goals at the start of the campaign and measure against them.Be realistic
    • 15. Mobile payment options A number of vendors provide payment services for small businesses that replace the traditional POS systems. These systems are simple to use and often provide other features like emailing receipts, mobile storefronts and the ability to run online reports.
    • 16. Determining the right vendor – shop around Monthly sales Transaction amount Less than 5 figures 5=6 figures More than 6 figures Less than $16.67 PayPal Here Square Subscription PayPal Here $16.67-$25.86 and you take Amex PayPal Here Square Subscription PayPal Here $16.67-$25.86 and you don’t take Amex Breadcrumb Square Subscription Breadcrumb $25.86 -$400 Breadcrumb Square Subscription Breadcrumb $400 and above Breadcrumb Breadcrumb Breadcrumb Small startups and tech companies can offer great value, particularly for merchants with low sales volume. Startups like Dwolla can also provide services for much lower cost, but both vendors and customers need to be signed up for the service.
    • 17. Five things you can do right now Help people find you Check to make sure that your address is correctly entered for mobile and location based services like Google maps, Yelp, foursquare Facebook places. Make sure that your web presence is mobile friendly Nothing is worse than heading to a website on a mobile device only to learn that homepage is entirely created in flash, or has buttons designed for use on a large monitor.Also, if you do create a mobile version, make sure that it takes into account different mindsets. Look into changing your payment solution The market for alternative payment solutions is growing rapidly and startups are beginning to drive prices on processing down. Embrace Location based services Start looking at what customers are saying when they check in to your locations and use their tips as research on how to adapt. Also, start engaging customers with your own tips and offers. Advertise through Local mobile search On of the best areas to grab new customers is through local mobile search. You can often adjust your search buy to include mobile easily. Contents are proprietary and confidential.
    • 18. Some handy links Google Mobile research study studies/mobile-in-store.html Assessment of key mobile payment processors Research on mobile habits Contents are proprietary and confidential.
    • 19. Stephan Merkens Group Director, digital engagement/social commerce @stephanmerkens