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For NYU Mobile Mktg Strategy & Execution students for summer intensive course 2012. Mobile Marketing Association presentation by Michael Becker.

For NYU Mobile Mktg Strategy & Execution students for summer intensive course 2012. Mobile Marketing Association presentation by Michael Becker.

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NYU MMSE Mobile Mktg Assoc pres NYU MMSE Mobile Mktg Assoc pres Presentation Transcript

  • Mobile Marketing Industry In ReviewJuly 29, 2012Michael J. BeckerManaging Director, North AmericaMobile Marketing Assocationmichael.becker@mmaglobal.com408.242.5733
  • The Mobile Marketing AssociationThe MMA is the premier global non-profit trade associationrepresenting all players in the mobile marketing value chain. Withmore than 700 member companies, the MMA is an action orientatedorganizations with global focus, regional actions and local relevance.The MMA’ primary focus is to establish mobile as an indispensablepart or the marketing mix. The MMA works to promote, educate,measure, guide and protect the mobile marketing industryworldwide.The MMA global headquarters are located in the United States and ithas regional chapters including North America (NA), Europe, MiddleEast and Africa (EMEA), Latin America (LATAM) and Asia (APAC)branches.
  • THE ROLE OF THE MMATo make mobile an indispensablepart of the marketing mix
  • The five building blocks STIMULATE GROWTH REDUCE FRICTION PROMOTE EDUCATE MEASURE GUIDE PROTECT COLLABORATE
  • MMA is Here to Help You!"#$!"#$%&()*"+,!-*%-%&(&.&()-/!-*%-%0123-, +#&&*,)- !6&"#%1"#$+%"#1)7#"%/$-($+* !"#$%&()*"+, %&&#()* !*#-+$%,1)+%0-3-4&/&5$* !0+$-"$%$6%*1/)51* !0#-7$%"#$%61+/(
  • It’s a Mobile World
  • 5.9 Billion Mobile Subscriptions Worldwide 92.9% of developed worldMobile Marketing Association 7
  • Consumersare mobile.Brandsmust followthem.
  • Mobile can be yet another channel ! Advanced contextualHigh Mobile- uniqueLevel of Mobile Sophistication Cross- channel Consistency Multichannel Nothing • Migrate services that are frequently used online AND are mobile-.Low Evolution of Services Over Time
  • ! a means of enhancing other touch points ! Advanced contextualHigh Mobile- unique Level of Mobile Sophistication Enhancement Cross- channel • Mobile doesn’t have to be a replacement for other Multichannel channels or touch points Nothing holistically. Low Evolution of services over time
  • ! or something entirely new Advanced • Companies deliver new Breakthrough contextual products and servicesHigh as well as Mobile- fundamentally change unique how consumers doLevel of Mobile Sophistication things. Cross- channel Multichannel NothingLow Evolution of Services Over Time
  • Are you ready? 12
  • Ready or Not! Welcome
  • Mobile has both caused andenabled an irrevocable change inconsumer behavior
  • The New Reality: It’s a mobile world 8$2$24$+9%:1+/(6&($%;$-")+$%3#1$*% <5//%/$-(%"#$%3-0=> 15
  • Consumer Behavioral Change !"#$%&(&)*%$#+%&,-.%&!/%01&/%$&2#3&4-1"&!%5%61&7%8-#&93&:!&)8;51<&*<=&)8&!/%08-0+&!"#$%>&?@AA&&B&(%!$! PIFN @&2$%*3$"%*#-+$&$% INFO#%$! CPFQ"#$% CDFC PFD IFM ! @J K"$+$" 8-(&1 G14&/$ ?$6*3-3$+* G-7-L&$* ?1"$9%@&2$%*3$"%6&"#%"#$%&"$+$"%$A0/)($*%&"$+$"%-00$**%.&-%214&/$B%4)"%1/&$%-(% *3$(&7%&0/)($*%214&/$%&"$+$"%-(%*3$(&7%()$%"1%"#&*B%"#$%"1"-/%1;%"#$%-(%*3$(&7% *#-+$*%;1+%-//%2$(&-%-((*%)3%"1%21+$%"#-%CDDEF% <1)+0$9%$G-+=$"$+B%H$0$24$+%IDCC
  • Computing Shifts()*+,-./Yarow, J. (2012, July 20). CHART OF THE DAY: iPad Usage - Business Insider. Retrieved July 29, 2012, from http://read.bi/MUliIi 17
  • Huge Opportunity in Front of Us 18
  • Behaviors change
  • The Mobile Life – Its About Behavior R*$%S33 @$A57% T1*57 YPE%*$"%<G< U+16*&7 <0-&7 NIE%)*$(%S33 T/-,&7 :-"0#&7 PME%4+16$(% 6$4 <$-+0#&7 CDE%*0-$(% V&*"$&7 X8%01($8$*$-+0#&7 W#$0=&7%K #01/*2-38$($$2&7 ,)44-,5-3/ U),&7 3-67,-!"#$%&(%")!%"$&(*+,(-./(0()",12(+3&4( 20
  • Your Mobile LifeMobile Marketing Association
  • First, Second, Third, Forth Screen()*+,-./89-/:);7<-/:)6-=-45/(5*3>?/@))A<-BCD2)2/E8F/:-37GH8/?/ID+/#!""JG2-./(=G+5D9)4-/K2-+2/L%!"&M$N$/C4/A-4-+G<?/O97,9/)P/59-/P)<<)O74A/=-37GQ+-<G5-3/G,R67R-2/3)/>)*/3)/O97<-/G<2)/*274A/59-/C45-+4-5/)4/>)*+/2=G+5D9)4-S/ 22
  • Mobile The All Day Media:DEVICES HAVE DIFFERENT ‘BIORYTHMS’ Source: comScore Custom Analysis, January 24, 2012
  • Mobile’s Path to Purchase:: ConsumerResearch and Planning
  • A New World of ShoppingThe future of mobile ishere.
  • 26
  • 27
  • `!Every interaction via mobile raises ourexpectationsDigital Natives/Generation Y/Millennials/Connected Consumershave higher expectations
  • The age of the customer
  • The Language of the Consumer “If you wish to persuade me, you must think my thoughts, feel my feelings, and speak my words.” Cicero 80BC
  • We’re Out to Sea !"#$%&(2567788849"#1#:&4%")78+1%2;3</=>.?*@ABCD 31
  • Chumming 32
  • Total Media Ad Spending, United States,2010 - 2016 (in billions)<1)+0$9%@1"-/%G$(&-%S(%<3$(&7B%R&"$(%<"-"$*B%IDCD%Z%IDCQ%[&%4&//&1*F%[F(FF$G-+=$"$+F%8$"+&$.$(%])/,%^DB%IDCIB%;+12%#_39``"1"-/-00$**F$2-+=$"$+F012`a**$5-/G$"+&0*F-*3Ab2&(cINd2c@1"-/eG$(&-eS(e<3$(&7d7&(cIICd7cR&"$(e<"-"$* 33
  • Weather and Education Drive CPMs <1)+0$9%G&//$&-/%G$(&-B%J$/5%])$%IDCI 34
  • <1)+0$9%HS@S9%RF<F%-(%*3$(&7%4,%*$0"1+%Z%S(.$+5*&7%S7$F%[F(FFS(.$+5*&7%S7$%f%H-"-%W$"$+F%8$"+&$.$(%])/,%^DB%IDCIB%;+12%#_39``-(-7$F012`(-"-0$"$+`(-"-313)3F3#3b-+50/$g&(cI^CNNO 35
  • Our Wish is Fullfilled 36
  • Consumer Behavioral Change !"#$%&(&)*%$#+%&,-.%&!/%01&/%$&2#3&4-1"&!%5%61&7%8-#&93&:!&)8;51<&*<=&)8&!/%08-0+&!"#$%>&?@AA&&B&(%!$! PIFN @&2$%*3$"%*#-+$&$% INFO#%$! CPFQ"#$% CDFC PFD IFM ! @J K"$+$" 8-(&1 G14&/$ ?$6*3-3$+* G-7-L&$* ?1"$9%@&2$%*3$"%6&"#%"#$%&"$+$"%$A0/)($*%&"$+$"%-00$**%.&-%214&/$B%4)"%1/&$%-(% *3$(&7%&0/)($*%214&/$%&"$+$"%-(%*3$(&7%()$%"1%"#&*B%"#$%"1"-/%1;%"#$%-(%*3$(&7% *#-+$*%;1+%-//%2$(&-%-((*%)3%"1%21+$%"#-%CDDEF% <1)+0$9%$G-+=$"$+B%H$0$24$+%IDCC
  • Realization h1//,%ij>jE>Ek>%>> :$l+$%1"%+$-(,%;1+%"#&*F 38
  • Tap Into An Unduplicated Audience ../- + #0- ("12,#3-3#456*-W-+*F012%K"$+-/%<)+.$,B%G-,%IDCC 39
  • “We Need a Bigger Boat” 40
  • Kraft focusses on mobile “Mobile is more important than ever because it allows us to deliver at the ‘zero moment of truth.’ For our recipe sites, we see a spike in usage when the consumer is in the grocery store. You can’t get closer than that to the consumer.” B. Bonin Bough, Vice President, Global Media and Consumer Engagement. Kraft Foods. MMA New York Forum, June 2012
  • Procter & Gamble - Keep it Simple “Our mobile strategy is very simple, it’s to follow consumers…I truly believe that all these screens are going to come together,” he said, adding, “All this stuff is going to merge and we we’re not going to talk about mobile, or TV. We will be talking about content and creativity. We’re not going to be talking about technology. And I don’t think it will be long from today.” Marc Pritchard, Chief Marketing Officer. Procter & Gamble. Media Post, June 22, 2012
  • The Mobile Imperative “If you’re plans don’t include mobile, then your plans are not finished.” Wendy Clark, Senior Vice President, Integrated Marketing, Coca-Cola (IAB Annual Leadership Meeting 2011) 43
  • For many - It is just a check box 7 G-+=$5 G14&/$%
  • 50% of CMO’s Think Underprepared()*+,-./IBM Global Chief Marketing Officer Study. (2011, October).IBM. Retrieved July30, 2012, from http://www-935.ibm.com/services/us/cmo/cmostudy2011/cmo-registration.html
  • Mobile’s a priority()*+,-./IBM Global Chief Marketing Officer Study. (2011, October).IBM. Retrieved July30, 2012, from http://www-935.ibm.com/services/us/cmo/cmostudy2011/cmo-registration.html 46
  • Ecosystem: Mobile Advertising ()*+,-./www.slideshare.net/tkawaja/mobile-lumascape-8222981/ 47
  • But not enough !"#$%&(&)*%$#+%&,-.%&!/%01&/%$&2#3&4-1"&!%5%61&7%8-#&93&:!&)8;51<&*<=&)8&!/%08-0+&!"#$%>&?@AA&&B&(%!$! PIFN PIFI @&2$%*3$"%*#-+$ S(%*3$(&7%*#-+$&$% INFO#%$! ICFO CPFQ CNFD"#$% CDFO CDFC OFY PFD IFM DFO ! @J K"$+$" 8-(&1 G14&/$ ?$6*3-3$+* G-7-L&$* ?1"$9%@&2$%*3$"%6&"#%"#$%&"$+$"%$A0/)($*%&"$+$"%-00$**%.&-%214&/$B%4)"%1/&$%-(% *3$(&7%&0/)($*%214&/$%&"$+$"%-(%*3$(&7%()$%"1%"#&*B%"#$%"1"-/%1;%"#$%-(%*3$(&7% *#-+$*%;1+%-//%2$(&-%-((*%)3%"1%21+$%"#-%CDDEF% <1)+0$9%$G-+=$"$+B%H$0$24$+%IDCC
  • 49
  • We Step in To Help 50
  • Understanding Mobile 51
  • Putting mobile into context 1st mass medium Print 1500: books, newspapers, magazines 2nd medium Recordings 1890s: music, games, movies 3rd medium Cinema 1910s 4th medium Radio 1920s 5th medium TV 1950s 6th medium Internet 1995s 7th medium mobile 2000sSource: Ahonen book Mobile as 7th of the Mass Media, 2008Mobile Marketing Association
  • Mobile phones will diverge from other media in terms of what they can do — so too must your approach to developing and delivering mobile services.()*+,-./I3GD5-3/P+)=/T@)74A/)4/59-/EU-4276-/IAG7425/(9)O+))=74A.//V-6-+GA74A/:);7<-/5)/W+76-/(5)+-/I4G<>R,2?/8+GX,?/Y4AGA-=-45/G43/H)==-+,-$Z/:);7<-/:G+[-R4A/I22),GR)4$//*4-/#!"# F
  • ()*+,-./I3GD5-3/P+)=/T@)74A/)4/59-/EU-4276-/IAG7425/(9)O+))=74A.//V-6-+GA74A/:);7<-/5)/W+76-/(5)+-/I4G<>R,2?/8+GX,?/Y4AGA-=-45/G43/H)==-+,-$Z/:);7<-/:G+[-R4A/I22),GR)4$//*4-/#!"# F
  • The phone sees a phone.()*+,-./I3GD5-3/P+)=/T@)74A/)4/59-/EU-4276-/IAG7425/(9)O+))=74A.//V-6-+GA74A/:);7<-/5)/W+76-/(5)+-/I4G<>R,2?/8+GX,?/Y4AGA-=-45/G43/H)==-+,-$Z/:);7<-/:G+[-R4A/I22),GR)4$//*4-/#!"# F
  • The Language of the Consumer “The Medium is the message” Marshal McLuhan, “Understanding Media: The Extensions of Man” , 1964.
  • Mobile tying media together EF B+GH" B&%"$GH,ID W122*F J$H,1 KH,&)+ =,1&$,&1()*+,-./I9)4-4/L#!!M
  • Numerous Media Paths and Enablers 7%<<#+-0+ D-6% C$4<-0+ 2405#8-0+ H)45-45 ]+)^7=75>
  • Text Messaging Is Pervasive Most accessible mobile technology globally M%@+&//&1%"$A"% QFN%%U&//&1%"$A"%*$"% U,%IDCQ%SIT%"$A"% 2$**-7$*% (-&/,%&%"#$%RF<F%[W@KS% 2$**-7&7%61+"#%*$"%61+/(%6&($%%&% IDCC 21+$%"#-%jYD% IDCC%[T1+51% 4&//&1m 8$*$-+0# m%SIT%+1)7#/,%7$$+-"$*%jCD`3$+*1%1%"#$%3/-$"%4,%IDCQ>
  • The Internet 60
  • Mobile Web Vs. App HYBRID APPS Persistent Screen Real Estate Persistent Screen Real Estate Cross-Platform Reach Push Messaging Engagement Push Messaging Engagement Fast, Cheap Development Camera / Library / Mic Access Camera / Library / Mic Access Search Engine Discoverable Address Book / QR Code Access Address Book / QR Code Access Bookmarked and Forgotten Native Performance Native Performance No Push Messaging In-App Purchases and Ads In-App Purchases and Ads Camera / Library / Mic Access Promotion Through App Stores Promotion Through App Stores Address Book / QR Code Access Invisible to Search Engines Fast, Cheap Development Multi-Step Purchase Transactions Slow, Expensive Development Cross-Platform Reach Inconsistent Browser Capabilities Chronic Platform Fragmentation Invisible to Search Engines No App Store DistributionSource: Brightcove. “How to Manage the Increasing Complexity and Costs of Mobile App Development.” Mobile Marketing Assocation. June 2012.
  • Myriad of DevicesFeature ~63% of the US popSmartphone ~37% of the US pop.Connected
  • Smartphone Market Fragmentation: handset View US Smartphone Handset Market Share Europe Smartphone Handset Market Share 5678$%9(% #=8>!6*$% 9(%0!1,-2-3 !"#$%&(% $%4(% :;0$%9<(% #<7=!5*$% .8(% !"#$%&(% 9:/$%;(% )*+,-!+$% )*+,-!+$% .(% ./(% 4567$%8(% /!0,-1-2 $%3(% Source: comScore (December 2011) 63
  • US Smartphone Web Traffic by OS Europe Smartphone Web Traffic by OS #5,!57%./$%8(% "=<5,$%>(% 9!*+-:7% ;!*+-<9% "?>5,$%&(%0123405,,6% ;<-*5$% =>-*5$%(% #5,!59%&:$%.(% "#$%.(% (% #678!2*"#$%&(% 0123405,,6% "#$%(% !"#$%&(% )*+,-!+$%./(% !"#$%&(% )*+,-!+$%./(% Source: Statcounter (June 27, 2012) 64
  • Factors that matter Mobile Media in Past 30 Days Hispanic Non-Hispanic !Ethnicity Text messaging/SMS Mobile internet 91% 89% 87% 82% !Device type Email Picture messaging/MMS 82% 75% 77% 60% Application (App) downloads 69% 60% Location-based Services 61% 52% Game downloads 55% 43% Picture downloads 54% 36% Content uploads 51% 36% Text alerts 50% 40% Streaming audio 49% 35% Instant messaging 47% 30% Mobile video 41% 27% Pre-installed games 41% 34% Wallpaper/Screensaver downloads 36% 23% Full-track music downloads 34% 21% Ringtone downloads 31% 22% Online games 28% 19% Video messaging 28% 17% VoIP 13% 7%<1)+0$9%?&$/*$%G14&/$%G$(&-%G-+=$"3/-0$B%T13)/-51%R<%SC^e%G14&/$%<)4*0+&4$+*B%X^%IDCCn%U-*$9%<2-+"3#1$%R*$+*
  • Phones will have a host of new technologies 7*,8&#6#9: ;<<#")=&5):->*?(3<6*1@ o E2&6#.%$#< o 2-<1#06%&.%#<;$%8>&+%<1;$%&601$5+#&)"#61 o C-.%1$-6< o !%6;$-13>&#66%<<&6#$8<>&L2 o F0*%$<#G0#5&*-6%&$%6+0-G0 o D%$9#5&6..#08&J%=+=>&!-$-K o H%#$&I-%58&F..;0-6#G0<&JHIFK o M#3.%01<>&G6N%G0+>&#08&-0($.#G0 o E2&8-</5#3< o );+.%01%8&$%#5-13>&*-8%&;1/;1A51<6(:1 o O-+"P$%<5;G0&8-</5#3< o 7%8-#&60<;./G0>&9#$&68%< o 7-6$P.-$$$< o L.#+%&/$R%6G0S&/-6P/$R%61$< o ,;6"&-0/;1<&JQ0%P1;0%8KA()(-,#66*,B#& o )66%5%$.%1%$<&J8%1%61<&.G0TG51K o M"0%&$-%01#G0&#<&601$5>&/%8.%1%$ o F"%.-6#5&<%0<$< o FV&8%1%6G0>&(8&($%<"0%<< o U3$<6/%< o U%<1;$%&601$5>&0#*-+#G0>&+#.%< o 7#+0%1.%1%$< o 2-$%6G0<&W&XL<&-1&*%$&1"%$%YZ o 7-6$95.%1%$<&J-0($#$%8K o H-+"1&*-<-0S&"%#1S&5-+"1T8#$N o M$%<<;$%&<%0<$ o O%-+"1&-0&9;-58-0+< ()*+,-./I$:$/_75`A-+G<3/a/I22),7G5-2?/b)<-/Wc6-<)DD-=-45?/G43/745-+67-O2/O759/I5=-<?/C46-4(-42-?/G43/(9G+D/Y<-,5+)47,2 66
  • The Bigger Picture Source: The Internet Mapping Project: Opte.orgMobile Marketing Association
  • Mobile Marketing Association
  • Mobile Marketing Association
  • Some sensors will be external attachments … &U+$-"#% &Up<"-+% U+$-"#-/,L$+ 0124&$*%-% 7/)012$"$+%-(% [$"#-1/% -%&T#1$%-33% *$*1+ "1%3+1.&($% #$-/"#%*$+.&0$*% ;1+%(&-4$"$*% 2--7$2$" <1)+0$9%SGq&"L7$+-/(%d%S**10&-"$*()*+,-./I3GD5-3/P+)=/T@)74A/)4/59-/EU-4276-/IAG7425/(9)O+))=74A.//V-6-+GA74A/:);7<-/5)/W+76-/(5)+-/I4G<>R,2?/8+GX,?/Y4AGA-=-45/G43/H)==-+,-$Z/:);7<-/:G+[-R4A/I22),GR)4$//*4-/#!"# F 71
  • Others will transmit information wirelessly W-+(&1GaG<9%S$)+,*2%T+$**)+$%<$*1+ <$*&2$(%@+&77$+s*#%KtT%21&"1+ S1+"-%*"$"%7+-r% 21&"1+&7B%qHSZ -33+1.$( <1)+0$9%SG%q&"L7$+-/(%S**10&-"$* <1)+0$9%W-+(&1GaG<n%666F0-+(&12$2*F012 <1)+0$9%666F*$*&2$(F012()*+,-./I3GD5-3/P+)=/T@)74A/)4/59-/EU-4276-/IAG7425/(9)O+))=74A.//V-6-+GA74A/:);7<-/5)/W+76-/(5)+-/I4G<>R,2?/8+GX,?/Y4AGA-=-45/G43/H)==-+,-$Z/:);7<-/:G+[-R4A/I22),GR)4$//*4-/#!"# F 72
  • Living Headstones 76
  • Putting it in to prospective GK<8%&2-7$%1;%"#$%W$"+-/%S2-L1%
  • The catalyst of convergence G$**-7&7 U+16*&7 H16/1-(&7 W-//&7 H&7&"-/ 7"(C5B#&(6 2-+=$57 3("D*B&9 [S(.$+5*&7B%V10-51B%W122$+0$ Mobile is pulling these forces of marketing together
  • Undercurrents ! Creativity ! ROI & measurement ! Standards (e.g. advertising, commerce) ! Privacy ! Transparency & consumer trust ! StandardsMobile Marketing Association 79
  • Defining Mobile Marketing 80
  • “Mobile Marketing is a set of practices that enable organizations to communicate andengage with their audience in an interactive and relevant manner through any mobile device or network.” (Mobile Marketing Association, 2009) 81
  • It is About Engagement: Two Sides Mobile Marketer Initiated Advertising Engagement (Contextual) Mobile-enabled Consumer Traditional Media Initiated Indirect Engagement Direct Engagement 82
  • What Mobile Marketing Looks Like? 83
  • Where & Halls Drive Engagement Goal: Drive foot-traffic and sales via Halls top sales channels Roaming Geo-Fence: Dynamically target regions nationwide scoring high on the Flu Index; Geo-fence CVS, Walgreens & Walmart locations within these regions Dynamically targeted Flu Index Ads outperformed static campaign by 62.5%Mobile Marketing Association 84
  • Old Navy Allowed consumers to use music recognition app, Shazam, to find Old Navy styles in the same way they sourced music Tagged TV commercials, radio and in-store announcements so consumers could immediately shop the featured looks in the songs, from their phone Exploited link between music and fashion, while offering giveaways, styling tips and more http://rockymountaintech.org/ oldnavy_oldnavyrecordsinteractive.html Winner 2011 Smarties(TM): Overall Excellence / Cross Media Integration / Innovation 85
  • Old Navy “Records”
  • Mobile Has Reach/Stimulates EngagementAXE direct response760 million interactions from 35 million users300% increase in Axe sales
  • What Mobile Marketing Looks Like? 88
  • Mobile Marketing Association
  • A#$&)#$&-E*1B(6F ;4G*,B*F--H2I/-<("B,5<(B#&-"()* J*1=6)1F--KL/-<("B,5<(B#&-"()* M)(C5=3F ;4G*,B*F-I/-<("B,5<(B#&-"()* J*1=6)1F-H/-<("B,5<(B#&-"()*Mobile Marketing Association
  • Mobile & Health Care C4/)4-/=)459. • (G6-2/dG72-+/e#%?!!!/ L+-3*,-3/4)Q29)O2/;>/!$&1M <1)+0$9%G14&/$%G-+=$"$+%IDCD • ED5Q)*52./"$f1
  • JNMOP7MF--EH8I/gI(/(IhYW/e0!!?!!!/Ci/bYIj/" ! Incoming Text: 8,000 in November 2009 to more than 167,000 in July 2010 ! Weekly calls dropped 40% ! Saved OCTA $600K
  • Last call by 13th street – Horror Interactive Movie
  • Heineken “Star Player”Mobile Marketing Association uTSRVUGGS
  • Best Use of Mobile Marketing – Product/Services Launch UtilityAdvertiser / Brand: LawrysAgency: R/GARegion: North America
  • Best Use of Mobile Marketing – Product/Services Launch Lawrys Digital Dinner Bell App claiming to be 21st century way to scream "Dinner is ready!“ Recognized that family has often dispersed around meal time so app provides ‘Digital Dinner Bell’ which, when shaken, lets your family know dinner is ready via SMS, Facebook posts, or a personalized phone call App contains a special bell indicating the flavor of tonight’s dinner (e.g. Mexican, Italian or Asian) and features a recipe database http://vimeo.com/28310790
  • Search not just Google’s Domain <$$9UIW%@+)*"$(%<1)+0$% v@#$%G12$"%1;%@+)"#w 1;%H-"-%&&5-5.$% (-"-%x)-/&",%-%&23$+-5.$ 97
  • Integrated Marketing Experience TV Social Packag- Media ing Mobile Site Radio In-Store Website POP Digital Ads
  • Gateway to Exclusive Content Unique & Engaging Experience that Surprises and Delights
  • Start Campaign 0 16,000 32,000 48,000 64,000 80,000 Jul-11-2011- Jul-17-2011 Jul-18-2011- Jul-24-2011 Total Scans 431,933! Jul-25-2011- Jul-31-2011 Aug-01-2011- Aug-07-2011Scans Aug-08-2011- Aug-14-2011 Overview of Results Aug-15-2011- Unique Users Aug-21-2011 375,426 6 Week Campaign Aug-22-2011- Aug-28-2011Unique Visitors Aug-29-2011- Sep-04-2011 Sep-05-2011- Sep-011-2011 57,391 Repeat Users Sep-012-2011 End Campaign
  • Target customer journey DIGITAL TOUCHPOINTS App Daily Mobile Opt-in Account Updates Promotion Deals Coupons QRQJNSNMM NS!Q!NTNS7 7JQSMQ+7%;S P;UQP7U traditional consumer mobile in-store mobile mobile advertising sponsorship promotion incentives & mobile database VIP/rewardsadvertising activation activation activation coupons marketing marketing program In-store signage/QR code Sales Circular In-store promotion OFFLINE TOUCHPOINTS Source: Vibes, 2012
  • Starbucks customer journey ?=L=EMN(EOPKQJO=RE! <10&-/ t3"Z& S)72$"$(%+$-/&", G14&/$ &"$7+-51 W1)31* S33%3+121 X8%01($* G14&/$ 6-//$" QRQJNSNMM NS!Q!NTNS7 7JQSMQ+7%;S P;UQP7U )"(C5B#&(6 ,#&1=3*" 3#456* 5&V1)#"* 3#456* 3#456*- (C*"B15&9 1<#&1#"185< <"#3#B#& 5&,*&B*1-W- 3#456*- C()(4(1* X%YZ"*$("C1(C*"B15&9 (,B(B#& (,B(B#& (,B(B#& ,#=<#&1 3("D*B&9 3("D*B&9 <"#9"(3 T+&" <&7-7$ KZ*"1+$ 8$6-+(* OSSN=RT(EOPKQJO=RE! <1)+0$9%J&4$*B%IDCI 102
  • !"#$%&(RBS(U":HV&(B&1+HV(=,HW+W3&(XU":HV&(B&1+HVH,I(YV#&6$H,1Z[(/.. 103
  • So Toys ‘R Us developed a strategy Delivery of a SEAMLESS Shopping Experience Across All Fulfillment Channels that Maximizes the VALUE of EVERY Customer Interaction “Order from Anywhere, Fulfill from Anywhere”()*+,-./:7<5)4/L#!"#M$/TJ-P)+-/E=47,9G44-</+-5G7<74A?/8)>2/kj/K2/OG2/<7[-/=G4>/)59-+/,)=DG47-2lZ/::I/ t2&0#-$/%_)+*=/i-O/b)+[$/:);7<-/:G+[-R4A/I22),GR)4$/
  • Enablers! Advertising! Location! Social! Commerce! Augmented Reality! 105
  • Mobile Advertising 1) Paid placement of promotional message within one of the eight mobile media paths Used for branding, performance and monetization – Advertising models: • networks • exchanges • DSP, SSP, RTB – Premium Publishers/Advertising 2) Search - Consumer initiated action paid Organic
  • MMA mobile display advertising unit sizes (*DD)+R4A/::I/=*<RD<-/372D<G>/G3/ P)+=G52/G43/27`-2/72/-22-4RG< Smartphone Formats: See how the Cherokee handles the snow • 320x50, 320x48, 300x50, 300x250 Feature Phone Formats • 120x20, 168x28, 216x36 Tablet Formats: • 728x90, 300x250, 160x600@-5/59-/::I/*476-+2G</=);7<-/G3/DG,[GA-/9-+-. Y^G=D<-/,)*+5-2>/)P/9mD.BB==GA<);G<$,)=BO975-DGD-+Sn<-4G=-o::IK476-+2G<:);7<-I3]G,[GA-W-,#!""$D3P :)p76G
  • Family dining & QSR use case Objective: Drive consumers to a physical location Solution: Capitalize on a consumers’ proximity and local conditions to drive results. Location-targeting on mobile with geo-fencing, geo-triggering & dynamic content108
  • Retail use case Objective: Engage in-store, in-market users at the point-of-intent. Cross & Up-sell complementary products to a captive, engaged audience Offer special in-store services Solution: Bar-code scan inventory, delivers ads based on a consumer’s product scan109
  • Best Buy Case Study O:]&%W3& Y&D1(Y#9(8+,1&G(1"(H,%$&+D&(&+$V9(2"VHG+9(6#$%2+D&D(:9( G&VH3&$H,I(+%W",+:V&(6$"G#%1(+,G(H,3&,1"$9(H,^"$)+W",(1"( %",D#)&$D(",_12&_I"4( !"V#W", J+9J+V(U&GH+(R&18"$`(+,G(UHV"(1&+)&G(#6(1"(:#HVG(Y&D1( Y#9aD(X!2"6(T+$V9Z(!+3&(YHI[(%+)6+HI,(V+,GH,I(6+I&4(E2&( V+,GH,I(6+I&(G&VH3&$&G(+%%#$+1&Z(G9,+)H%(6$"G#%1(H,3&,1"$9( +,G(V"%+W",(H,^"$)+W",4( B&D#V1D J"D1_%VH%`()&1$H%D(H,%V#G& • .b(%",W,#&G(1"(%VH%`(12$"#I2(1"(12&()+6(^&+1#$& • 0b(%2"D&(+(GHc&$&,1(Y&D1(Y#9(V"%+W",Z(:+D&G(",(6$"G#%1( H,3&,1"$9(H,^"$)+W",($&%&H3&G • 0b("61&G(1"(:#9(12&(6$"G#%1(GH$&%1V9(^$")(12&H$()":HV&( 62",&(+,G(6H%`(#6(H,_D1"$&4110
  • Consumer Expressed Need: Search 1 in 3 mobile search queries have local intent Search near My Find local Location store hours Find friends Get driving nearby directions Browse Call a local What’s business Near Me Now Locate a business Source: Kelsey Group as presented by Google, 2o11 on mapsMobile Marketing Association
  • Primary Location Sources K[[-T5665#& 112
  • Location enabled Geofencing: A definition• A geofence is a virtual perimeter around a geographic location allowing marketers to deliver the right message, at the right time, and to the right person<1)+0$9%V10-&(F%vp$1;$0&7%-(%V10-51%G-+=$57%<)00$**%<"1+&$*Fw%G14&/$%G-+=$57%S**10-51F%])$%IDCIF 113
  • VW Golf GTi: Social Engagement
  • :);7<-q2/C=DG,5/I;)6-/G43/J-<)O/59-/rG5-+/V74- 1% U":HV&(K"))&$%& Revenue Impact o Search, Browse & Buy U":HV&(#D+I&(H,( 90% Y$H%`(d(U"$1+$(!1"$&D Revenue Impact o Competitive Price Scans (Showrooming) o Product Research o Deals Research o Social Shopping o Couponing()*+,-./I3GD5-3/P+)=/T@)74A/)4/59-/EU-4276-/IAG7425/(9)O+))=74A.//V-6-+GA74A/:);7<-/5)/W+76-/(5)+-/I4G<>R,2?/ o Payments8+GX,?/Y4AGA-=-45/G43/H)==-+,-$Z/:);7<-/:G+[-R4A/I22),GR)4$//*4-/#!"# F 115
  • Mobile Commerce - Two Parts• The Transaction & The Mobile Wallet• The Path to Purchase 31 % of ALL purchase decisions involve some online or mobile activity 25% of all purchase decisions about consumer packaged goods (CPG) are influenced by online or mobile activity to some degree. 70%+ shoppers want to shop with digital engagement in the future Source: Nielsen Shopper Benchmark Survey – Q2 2011 116
  • And here’s where the consumer wins..<1)+0$9%H1,/$B%:F%[IDCIF%vh16%2Z0122$+0$%6&//%0/1*$%"#$%jID4%214&/$%-(.$+5*&7%7-3FwGGS%?$6%y1+=%q1+)2F%G14&/$%G-+=$57%S**10-51F% 117
  • 118
  • Augmented Reality• Augmented reality is refers to computer sensory enhancement real-world visuals. 119
  • Band-Aid Magic Vision 120
  • Strategy 121
  • ! Don’t miss the opportunity “Looks like you did not get your strategy in place”Mobile Marketing Association
  • Map the touch points and understand how mobile can extend and enhance, not replace other channelsMobile Marketing Association
  • The Tactics Within the Plan 124
  • Objectives Source: Dark-Matter, 2011Mobile Marketing Association
  • You have options IN-HOUSE HYBRID AGENCYPLATFORM Strategy Creative Execution Mobile Analytics & MeasurementMobile Marketing Association
  • G14&/$%W$"$+%1;%aA0$//$0$ o <"+-"$7, o T1/&0,Infuse o G$-*)+$2$"`%4$0#2-+=*Operational o <=&//*%H$.$/132$"Change to o @$*57 o W122)&0-51SupportPriorities Scale What is Proven Lay a Foundation Test New IdeasDevelop Tactical Advertising, 20% Shopper/Guest TXT & Mobile 70% Marketing & Test & 10%Mobile Road Web Programs Applications LearnMap for Brandand ProgramsDevelop andFund a MobilityLibrary <1)+0$9%<0-+/$_B%@F%vW10-ZW1/-%G14&/$%W$"$+%1;%aA0$/$0$Fw 127
  • “I skate to where the pucks going, not to where it has been.” Wayne Gretsky – Ice Hockey legendMobile Marketing Association
  • Where Mobile’s Taking Us O-+" F01$5[ oC-.%1$-6< o2-</5#3&1%6"05+3 P**6-#0-+#&)*?)=(6-M#<851B,(B#& oU%<1;$%P9#<%8&601$5 )8*=&F01%`1 o2-<1#06%Y&2%/1"Y oa"#1&b$&-0&9;-58-0+Y&a"#1&#-<5%Y o2-$%6G0&60<;.%$&(#6-0+Y& o-+"1Y&2#$NY %&)*6659*&,* o Y=",8(1*-5&)*&) o %&-3:-1)#"*-%&-(-,#3<*B)#"]1-1)#"* o R5)85&-K-8#="-#0-^598)-7$#-C(:1 Basic Context • Behavior/Preferences • GPS • Time of day 4 ?@AA ?@A? ?@AE ?@A_ ?@A] ?@A^ ()*+,-./I3GD5-3/P+)=/T@)74A/)4/59-/EU-4276-/IAG7425/(9)O+))=74A.//V-6-+GA74A/:);7<-/5)/W+76-/(5)+-/I4G<>R,2?/8+GX,?/ Y4AGA-=-45/G43/H)==-+,-$Z/:);7<-/:G+[-R4A/I22),GR)4$//*4-/#!"# F 129
  • FundamentalsMobile Marketing Association 130
  • The Starting Line #1 Imagine a future where 50% of your business relies on the mobile channel. What would that look like?Mobile Marketing Association
  • The Ten Fundaments #2 Remember, Mobile is the Now Media/ The Individual’s Media! It is the the connective tissue that binds and influences consumer engagement across the digital and traditional divideMobile Marketing Association 132
  • The Ten Fundaments #3 Put the customer first! Mobile is a unique, personal medium & experience …respect this… keep it local, remember context, think mCRM (the brand asset)Mobile Marketing Association 133
  • The Ten Fundaments #4 Create a mobile presence (messaging/talking/mobile web/apps) m.shoprite.com Your customers are mobile, you and your customers should be too!Mobile Marketing Association 134
  • The Ten Fundaments #5 Mobile is an Imperative !have a plan “If you’re plans don’t include mobile, then your plans are not finished.” Wendy Clark, Senior Vice President, Integrated Marketing, Coca-Cola (IAB Annual Leadership Meeting 2011)Mobile Marketing Association 135
  • The Ten Fundaments #6 Leverage and vary mobile’s role across every stage of the funnel Engagement Purchase Relationship Awareness Consideration Consumption AdvocacyMobile Marketing Association 136
  • The Ten Fundaments #7 Iterate against a grounded analytics program Launch, monitor & measure, respond and re-launch…focus on engagmentMobile Marketing Association 137
  • The Ten Fundaments #8 Innovate, be creative, be disruptive (know your goal) while paying respect and attention to the rules. (industry self-regulations, government regulations, legislative conversation)Mobile Marketing Association 138
  • The Ten Fundaments #9 Find and nourish trusted partners.Mobile Marketing Association 139
  • The Ten Fundaments #10 “Once you stop learning, you start dying.” (Albert Einstein) You need to keep learningMobile Marketing Association 140
  • Our Mobile Planet 141
  • Resources are everywhere Recently Announced: http://www.themobileplaybook.com/Mobile Marketing Association 142
  • Bonus #11 “Put your best people on mobile” Eric Schmidt, Former CEO, Google (Feb. 25, 2011) Source: http://www.informationweek.com/news/global-cio/interviews/229100076?printer_friendly=this- pageMobile Marketing Association 143
  • Our Collective Challenge - The Five Roadblocks1. Creativity2. ROI and measurement!3. Technical standardization!4. Privacy and targeting rules of the road5. Educational/InsightsMichael J. Kelly, Advisor / Investor, formerly CEO & PresidentThe Weather Channel (July 2012). MMA CEO and CMOSummit. 144
  • Michael Becker North American Managing Director Mobile Marketing Association www.mmaglobal.com michael.becker@mmaglobal.com +1.408.242.5733• 145