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Umsl mm fall day 1 091413
 

Umsl mm fall day 1 091413

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Day 1 of UMSL's Mobile Marketing Class. Copyright 2013. Angelo Biasi.

Day 1 of UMSL's Mobile Marketing Class. Copyright 2013. Angelo Biasi.

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  • For fun (and so we’re on the same page) let’s define app, mobile web, and mobile messaging by imagining that we’re the VP of Marketing for the Acme Corporation and trying to sell a giant magnet to a certain Wile E. Coyote.
  • For fun (and so we’re on the same page) let’s define app, mobile web, and mobile messaging by imagining that we’re the VP of Marketing for the Acme Corporation and trying to sell a giant magnet to a certain Wile E. Coyote.
  • For fun (and so we’re on the same page) let’s define app, mobile web, and mobile messaging by imagining that we’re the VP of Marketing for the Acme Corporation and trying to sell a giant magnet to a certain Wile E. Coyote.
  • For fun (and so we’re on the same page) let’s define app, mobile web, and mobile messaging by imagining that we’re the VP of Marketing for the Acme Corporation and trying to sell a giant magnet to a certain Wile E. Coyote.
  • Having recently used QR Codes in their direct mail catalog promoting a new fall denim collection Gap are now rolling out QR Codes in their stores. The QR Codes resolve to a ScanLife system mobile site where shoppers can see what style is best for their build and view peer reviews. The code resolves to a video of Patrick Robinson, The GAP's head of design, discussing the the new jeans. A retailer like The Gap using QR codes will only increase awareness with consumers. Hopefully they will start using codes in the store!
  • Having recently used QR Codes in their direct mail catalog promoting a new fall denim collection Gap are now rolling out QR Codes in their stores. The QR Codes resolve to a ScanLife system mobile site where shoppers can see what style is best for their build and view peer reviews. The code resolves to a video of Patrick Robinson, The GAP's head of design, discussing the the new jeans. A retailer like The Gap using QR codes will only increase awareness with consumers. Hopefully they will start using codes in the store!
  • Having recently used QR Codes in their direct mail catalog promoting a new fall denim collection Gap are now rolling out QR Codes in their stores. The QR Codes resolve to a ScanLife system mobile site where shoppers can see what style is best for their build and view peer reviews. The code resolves to a video of Patrick Robinson, The GAP's head of design, discussing the the new jeans. A retailer like The Gap using QR codes will only increase awareness with consumers. Hopefully they will start using codes in the store!
  • Having recently used QR Codes in their direct mail catalog promoting a new fall denim collection Gap are now rolling out QR Codes in their stores. The QR Codes resolve to a ScanLife system mobile site where shoppers can see what style is best for their build and view peer reviews. The code resolves to a video of Patrick Robinson, The GAP's head of design, discussing the the new jeans. A retailer like The Gap using QR codes will only increase awareness with consumers. Hopefully they will start using codes in the store!
  • Having recently used QR Codes in their direct mail catalog promoting a new fall denim collection Gap are now rolling out QR Codes in their stores. The QR Codes resolve to a ScanLife system mobile site where shoppers can see what style is best for their build and view peer reviews. The code resolves to a video of Patrick Robinson, The GAP's head of design, discussing the the new jeans. A retailer like The Gap using QR codes will only increase awareness with consumers. Hopefully they will start using codes in the store!
  • Having recently used QR Codes in their direct mail catalog promoting a new fall denim collection Gap are now rolling out QR Codes in their stores. The QR Codes resolve to a ScanLife system mobile site where shoppers can see what style is best for their build and view peer reviews. The code resolves to a video of Patrick Robinson, The GAP's head of design, discussing the the new jeans. A retailer like The Gap using QR codes will only increase awareness with consumers. Hopefully they will start using codes in the store!
  • Imagine if you could wander the streets of a new city and get monuments and shops to reveal detailed information about themselves in a speech balloon. Like in a cartoon.

Umsl mm fall day 1 091413 Umsl mm fall day 1 091413 Presentation Transcript

  • Mobile Marketing Mobile Marketing September 14, 21 - 2013
  • Mobile Marketing Angelo Biasi, Mobile Marketing Evangelist
  • Mobile Marketing Course Objectives • Understand the mobile landscape and mobile marketing fundamentals including the benefits and opportunities of specific mobile marketing tactics and strategies, specifically mobile apps • Plan a mobile marketing campaign including content strategy, discoverability/promotion and monetization techniques around a specific app • Understand how and why mobile marketing can impact your business, NPO and/or special interest • Create, publish and deploy your own mobile app/webapp, mobile website and/or SMS campaign for a business, NPO or special interest • Identify best practices in mobile app case studies and current mobile marketing to help drive results and achieve objectives
  • Mobile Marketing I would like to hear from YOU… Please introduce yourself by providing: • Your name, • Where you‘re from, • What you‘d like to get out of the class and • Your favorite vacation spot (ice breaker)
  • Mobile Marketing Course Strategy Mobile Marketing Landscape & Opportunity. Mobile Marketing Tactics Mobile Marketing Planning, Content Strategy, DudaMobile & Magmito Workshops Discoverability & Monetization EZ Texting Workshop 9.14 9.21 Mobile Marketing Gain an understanding of the value of Mobile Marketing via Lectures, Workshops, Mobile Campaign Project, Student Case Presentations
  • Mobile Marketing Deliverables • Participation 10% • Case study presentations 15% • Mobile Quiz 25% • Mobile Marketing Brief/Plan 25% • Mobile Tool Execution: 25%
  • Mobile Marketing 1. Participation: Student participation is essential for success. Students are required to participate in both the in-class and synchronous class sessions and the asynchronous discussion board/forums. The participation grade is based upon attendance in all class sessions and contributions to class discussions and discussion board postings in the Virtual College.
 2. Case study presentations: Students will be asked to research one ―case study‖ on a mobile marketing initiative by a leading brand or company of choice. Students will be required to submit a presentation which includes an overview of the chosen mobile marketing initiative, an assessment of the plan that accompanied it, the personnel required to produce it, the results achieved and an estimated budget for the project. Key concepts learned in the class are expected to be included. Students will critique/discuss the presentation which will go towards class participation. Deliverables
  • Mobile Marketing 3. Mobile quizzes: The course will be accompanied by content available via mobile devices. Inclusive in the mobile content will be a brief quiz proving key concepts learned/retained and assuring content interaction among mobile devices. 4. Individual project: A. Mobile Marketing Plan/Brief: Each student will write a mobile marketing brief/plan for their own company of choice. The plan will include key concepts learned in class. B. App/Webapp, Mobile Web, SMS Campaign Creation/Publishing: Each student will also create and publish their own app/webapp and/or mobile website with or without an SMS campaign using a suggested online app creation tool (or one of their choice) or suggested mobile web conversion tool (or one of their choice).
  • Mobile Marketing The Lesson/Quiz Apps • Download the app to your smartphone, feature phone and/or tablet • In it you‘ll find:  Overview  Key take-aways for each lesson  Mobile Marketing RSS Feed  Quiz  Key Terms/Glossary • The app is meant for students only as a supplement to the learning experience during the course
  • Mobile Marketing The Mobile Marketing Brief • What is it? A condensed, documented marketing plan that clearly articulates key points for your mobile marketing campaign • It‘s your roadmap for your mobile marketing execution • Meant to illustrate key points but also to gain consensus among key management and to address accountability • It is suggested a marketing brief be executed for ―every‖ marketing project Students should have received a copy of the SMS mobile app marketing brief to be used as a template for their own…
  • Mobile Marketing The Resume App and Business App • The Resume App and Business App are intended to give students ―hands-on‖ experience building their own mobile campaigns and executing content publishing and distribution • The Resume app should also serve as a way to support students careers. The business app should focus on a business that is relevant to creating an informational app for. • Both should illustrate the student‘s understanding of key concepts learned including content strategy, planning and monetization • We will be using the Magmito app creation toolfor this exercise http://www.magmito.com
  • Mobile Marketing Mobile Marketing September 14, 21 – 2013 1.0 The Mobile Marketing Landscape - An Overview
  • Mobile Marketing 1.0 Why are we all here? Big Market
  • Mobile Marketing 1.0 Why are we all here? Big Market 6.8B Global Wireless subscribers 1. International Telecommunication Union
  • Mobile Marketing 1.0 Why are we all here? Big Market 331M US Wireless subscribers 1. International Telecommunication Union
  • Mobile Marketing 1.0 925K Total devices activated daily Why are we all here? Big Market 1. International Telecommunication Union
  • Mobile Marketing 1.0 Why are we all here? Big Money
  • Mobile Marketing 1.0 Why are we all here? Big Money $1.5T Global Mobile Revenues
  • Mobile Marketing 1.0 Why are we all here? Big Money $100B US Startups & New Biz by 2015
  • Mobile Marketing 1.0 Why are we all here? Big Money $30B by 2015 Mobile apps market (Juniper)
  • Mobile Marketing The Mobile Landscape 1.0 Big Money 70%Of mobile device profits $7B US Mobile transaction volume >$5B US Mobile revenues Sharma, Chetan, Annual state of_global_mobile_industry_2012_Chetan_Sharma_Consulting. April 29, 2012
  • Mobile Marketing The Mobile Landscape 1.0 Big Money Mobile commerce transaction value $7B US Mobile transaction volume $5B US Sharma, Chetan, Annual state of_global_mobile_industry_2012_Chetan_Sharma_Consulting. April 29, 2012
  • Mobile Marketing The Mobile Landscape Several multi-billion dollar opportunities are emerging including mobile advertising, mobile commerce, mobile wellness, mobile games and mobile cloud computing, to name a few… 1.0 Big Money Sharma, Chetan, Annual state of_global_mobile_industry_2012_Chetan_Sharma_Consulting. April 29, 2012
  • Mobile Marketing The Mobile Landscape Sharma, Chetan, Annual state of_global_mobile_industry_2012_Chetan_Sharma_Consulting. April 29, 2012 1.0 Big Money (in US)
  • Mobile Marketing 1.0 Why are we all here? Big Opportunity 400-600K App Market Jobs ―Small Businesses Dominate Mobile App Market,‖ Mashable, July 24, 2012. Business News Daily
  • Mobile Marketing 1.0 Why are we all here? Big Opportunity $100B by 2015 Startups making up Mobile Apps Ecosystem ―Small Businesses Dominate Mobile App Market,‖ Mashable, July 24, 2012. Business News Daily
  • Mobile Marketing ―The app marketplace is quickly expanding and creating opportunity all across America,‖ said ACT executive director Morgan Reed. ―The massive growth of startups and the rapid emergence of new business models demonstrate that the app economy is strong and will be an economic force for years to come.‖ ―Small Businesses Dominate Mobile App Market,‖ Mashable, July 24, 2012. Business News Daily 1.0
  • Mobile Marketing The Mobile Landscape Sharma, Chetan, Annual state of_global_mobile_industry_2012_Chetan_Sharma_Consulting. April 29, 2012 1.0
  • Mobile Marketing The Mobile Landscape What is Mobile Marketing? ‖ Marketing: ―Getting the right message to the right people using the right media and methods.‖ Dan Kennedy • …To create, sustain and/or grow profitable customer relationships. Angelo Biasi 1.0 ―Mobile Marketing is: • A set of practices that enables organizations to… • communicate and engage with their audience in an… • interactive and relevant manner through… • any mobile device or network.‖
  • Mobile Marketing The Mobile Landscape What is Mobile Marketing? 1.0
  • Mobile Marketing The Mobile Landscape What is Mobile Marketing? 1.0 Marketing hooks ‗em…
  • Mobile Marketing The Mobile Landscape What is Mobile Marketing? 1.0 …and, sales reels ‗em in. unknown Marketing hooks ‗em…
  • Mobile Marketing ―Mobile has become so pervasive in our society in how someone will engage that a brand marketer has a pretty good guarantee that they will stop what they are doing and respond – that is incredibly powerful. It is also an empowerment tool that allows for a one-to-one conversation.‖ Mike Wehrs, Scanbuy CEO ―CEO‘s Dish on QR Codes at Mobile Marketing Summit,‖ 9.9.11 1.0
  • Mobile Marketing The Mobile Landscape How is Mobile Marketing so Awesome? •Customers can find you and learn about your products precisely when they need to (many customers have their phones with them all of the time) •Has power to convert traditional marketing channels into direct response campaigns •It‘s a capable response mechanism From Cindy Krum‘s ―Mobile Marketing: Finding Your Customers No Matter Where They Are,‖ Pearson Education, 2010 1.0
  • Mobile Marketing The Mobile Landscape How is Mobile Marketing so Awesome? From Cindy Krum‘s ―Mobile Marketing: Finding Your Customers No Matter Where They Are,‖ Pearson Education, 2010 1.0 Most Personal
  • Mobile Marketing The Mobile Landscape How is Mobile Marketing so Awesome? From Cindy Krum‘s ―Mobile Marketing: Finding Your Customers No Matter Where They Are,‖ Pearson Education, 2010 1.0 Most Targeted
  • Mobile Marketing The Mobile Landscape How is Mobile Marketing so Awesome? From Cindy Krum‘s ―Mobile Marketing: Finding Your Customers No Matter Where They Are,‖ Pearson Education, 2010 1.0 Most Actionable
  • Mobile Marketing The Mobile Landscape How is Mobile Marketing so Awesome? From Cindy Krum‘s ―Mobile Marketing: Finding Your Customers No Matter Where They Are,‖ Pearson Education, 2010 1.0 Most Immediate
  • Mobile Marketing The Mobile Landscape Video: Extreme Booking App http://www.youtube.com/watch?v=gcuFkiEORsE&featur e=player_embedded 1.0 Mobile is Convenient: How Convenient, you ask?
  • Mobile Marketing The Mobile Landscape Why Mobile Marketing? 1.0 Your Customers Mashable, April, 2011
  • Mobile Marketing The Mobile Landscape Why Mobile Marketing? 1.0 Your Customers Mashable, April, 2011
  • Mobile Marketing The Mobile Landscape Why Mobile Marketing? 1.0 https://www.youtube.com/watch?v=93uLKEiViS4 Major League Gaming Mobile Roadie Tech – ―When I download an app, it‘s a commitment‖ People check their phones 9-10x/hour, 150x/day, 1050x/week
  • Mobile Marketing Question: (show of hands) Who sleeps with their phone? (within 3 feet) The Mobile Landscape POLL 1.0
  • Mobile Marketing The Mobile Landscape Why Mobile Marketing? Your Customers Are Mobile Source: Nielson • As device capabilities evolve, so do the ways in which people interact through their phones  No surprise that voice minutes have decreased as text messages have increased among both men and women  81% of today‘s mobile phone users have sent or received messages in the last 30 days  Women are heavier mobile phone users than men when it comes to voice usage and message, and this has remained consistent over time 1.0
  • Mobile Marketing The Mobile Landscape Why Mobile Marketing? Your Customers Are Mobile 1.0 The average Android user spends almost one hour per day interacting with apps (67%) and web (33%) Nielson
  • Mobile Marketing The Mobile Landscape Why Mobile Marketing? Your Customers Are Mobile 1.0 Most Popular Apps: Facebook, YouTube, Google Play, Google Search, and Gmail Nielson
  • Mobile Marketing The Mobile Landscape POLL 1.0 I want to know what you think of the following… (Using a show of hands yes/no when asked to do so) 1. Everyone has, or will have a smartphone (True/False) 2. Everyone that matters (customers, affluent customers, your customers) has, or will have a smartphone (True/False) 3. iOS (iPhone) and Droid phones are the coolest and will eventually be the only platforms that really matter (True/False) 4. Feature phones (dumbphones) are a dying breed and are meant for specific, some- would-say irrelevant, audience segments (True/False) 5. Tablets and eReaders will replace mobile phones (True/False) (Please complete the following…) 1. The biggest challenge facing businesses/brands trying to do mobile marketing is currently___________ 2. The biggest challenge facing business/brands trying to do mobile marketing in the future is going to be___________________.
  • Mobile Marketing Web.com Small Business Mobile Survey, April 12, 2012 The Mobile Landscape Why Mobile Marketing? 1.0 Your Competitors
  • Mobile Marketing Web.com Small Business Mobile Survey, April 12, 2012 The Mobile Landscape Why Mobile Marketing? 1.0 Your Competitors 69%Mobile crucial to biz in next 5 yrs
  • Mobile Marketing Web.com Small Business Mobile Survey, April 12, 2012 The Mobile Landscape Why Mobile Marketing? 1.0 Your Competitors 69%Mobile crucial to biz in next 5 yrs 84%of US SMBs Currently using mobile marketing
  • Mobile Marketing Web.com Small Business Mobile Survey, April 12, 2012 The Mobile Landscape Why Mobile Marketing? 1.0 Your Competitors 69%Mobile crucial to biz in next 5 yrs 84%of US SMBs Currently using mobile marketing #1Motivation To provide better service to existing customers Followed by: • Attract more local customers • Gain competitive advantage
  • Mobile Marketing Forrester Research, Inc., May 2010 US Interactive Marketing Online Survey The Mobile Landscape Why Mobile Marketing? 1.0 Your Competitors
  • Mobile Marketing Taken from Canadian Wireless Trade Show ―Five Mobile Marketing Success Stories that Will Inspire You,‖ August 7, 2011 The Mobile Landscape Why Mobile Marketing? 1.0 Your business will depend on it
  • Mobile Marketing Taken from Canadian Wireless Trade Show ―Five Mobile Marketing Success Stories that Will Inspire You,‖ August 7, 2011 The Mobile Landscape Why Mobile Marketing? 1.0 $670B Mobile payments by 2015 with 40% of that being digital goods Your business will depend on it
  • Mobile Marketing Taken from Canadian Wireless Trade Show ―Five Mobile Marketing Success Stories that Will Inspire You,‖ August 7, 2011 The Mobile Landscape Why Mobile Marketing? 1.0 $670B Mobile payments by 2015 with 40% of that being digital goods 3x Growth Mobile payment transactions next 5 years (including digital wallets, purses & sales) Your business will depend on it
  • Mobile Marketing 1. Techcrunch headline from September 17, 2012 2. Urken, Ross Kenneth, ―A Digital Wallet for the Unbanked. Mobile Finance Goes Downmarket,‖ Daily Finance, 9.17.2012 The Mobile Landscape Why Mobile Marketing? 1.0 Your business will depend on it $3.25B Val. ―Mobile payment juggernaut Square closes $200M Series D from Starbucks, Citi, Rizvi Traverse at $3.25B Valuation‖1
  • Mobile Marketing 1. Techcrunch headline from September 17, 2012 2. Urken, Ross Kenneth, ―A Digital Wallet for the Unbanked. Mobile Finance Goes Downmarket,‖ Daily Finance, 9.17.2012 The Mobile Landscape Why Mobile Marketing? 1.0 ―Mobile payment juggernaut Square closes $200M Series D from Starbucks, Citi, Rizvi Traverse at $3.25B Valuation‖1 PreCash‘s FlipmoneyA digital wallet linked to prepaid debit cards is bringing mobile commerce ‗downmarket‘2 Your business will depend on it $3.25B Val.
  • Mobile Marketing ―Mobile marketing is evolving into mainstream convention; fastest, cheapest and most effective way to reach your target audience.” Taken from Canadian Wireless Trade Show ―Five Mobile Marketing Success Stories that Will Inspire You,‖ August 7, 2011 The Mobile Landscape Why Mobile Marketing? Business Dependence 1.0
  • Mobile Marketing ―In one of the largest mobile-payments rollouts yet, technology start-up Square on Thursday said it has begun processing all credit card transactions at Starbucks’ more than 7,000 U.S. storefronts.‖ ―Eventually, Starbucks‘ customers will be able to order and pay for drinks via their smartphone before they enter a store.‖ The News Journal, ―Starbucks, Square Cut Mobile Payments Deal,‖ October 6, 2012. The Mobile Landscape Why Mobile Marketing? Business Dependence 1.0
  • Mobile Marketing The Mobile Landscape Why Mobile Marketing? Business Dependence 1.0 https://www.youtube.com/watch?v=V7q1jx8mYi8 The Future of Shopping according to PayPal
  • Mobile Marketing Mobile Marketing September 14, 21 – 2013 2.0 The Mobile Marketing Landscape – Mobile Marketing Tactics
  • Mobile Marketing 2.0 ―The mobile ecosystem, for all its complexity, boils down to three types of engagement with consumers: app, web, and messaging. To prevent ending up in the same boat as predecessors who bet on the wrong business model, marketers are clamoring to figure out which channel will remain relevant in the future.‖ According to Kane of MSGME, 5.17.11 http://blog.msgme.com/2011/05/17/finding-the-best-apps-v-mobile-web-vs-mobile-messaging-answer/ Mobile Marketing Tactics
  • Mobile Marketing SMS Mobile Web Apps Mobile Marketing Tactics 2.0
  • Mobile Marketing ―Messaging still dominates (mobile operators‘) non- voice revenues worldwide.‖ (Portio Research) Mobile Marketing Tactics Why SMS? 2.0 1. Nielson, The Mobile Marketing Report, QIII, 2011. Nearly all phones, including smartphones and feature phones, have text messaging capabilities built in. “SMS messaging is king.”
  • Mobile Marketing Mobile Marketing Tactics Why SMS? 2.0
  • Mobile Marketing Mobile Marketing Tactics Why SMS? 2.0 81% Mobile Users Sent/Rec‘d last 30 days (Nielson) Nielson, The Mobile Marketing Report, QIII, 2011.
  • Mobile Marketing Mobile Marketing Tactics Why SMS? 2.0 81% Mobile Users Sent/Rec‘d last 30 days (Nielson) ~98%Open Rate Within first 3 minutes Nielson, The Mobile Marketing Report, QIII, 2011.
  • Mobile Marketing Mobile Marketing Tactics Why SMS? 2.0 81% Mobile Users Sent/Rec‘d last 30 days (Nielson) ~98%Open Rate Within first 3 minutes 45%Response Rate Nielson, The Mobile Marketing Report, QIII, 2011.
  • Mobile Marketing Mobile Marketing Tactics Why SMS? 2.0 Nielson, The Mobile Marketing Report, QIII, 2011. 81% Mobile Users Sent/Rec‘d last 30 days (Nielson) ~98%Open Rate Within first 3 minutes 45%Response Rate 3,417 Text Messages/mo Age 13 – 17
  • Mobile Marketing 2.0 “4.2 billion people are active users of SMS text messaging worldwide. SMS is three times larger than email.” Ahonen, Toni, Moore, Alan, ―Communities Dominate Brands,‖ Futuretext Limited, 2005.
  • Mobile Marketing 2.0 • Land‘s End used mobile to support sales this past mother‘s day • What was unique about the initiative was that Lands‘ End sent two different SMS messages leading up to Mother‘s Day. That way, it was a constant reminder for consumers. • The campaign showed that it is important for marketers to reach consumers no matter where they are. • Additionally, holidays present a big opportunity for marketers to send out SMS messages that are not only relevant, but feature an incentive such as a discount – to help increase sales. Kats, Rimma, ―Top 10 SMS Campaigns for QII, 2012,‖ Mobile Marketer, July 11, 2012. Mobile Marketing Tactics SMS: Best Practice
  • Mobile Marketing Mobile Marketing Tactics Why Mobile Web? 2.0 • By 2013, more people will access the web via mobile than desktop. • According to a June 2011 Manta study, 69% of small business owners said that it is important for information about their business to be found easily via a mobile device.1 • 61% of users called the business and 59% visited, after looking up a local business on their smart phone.2 • The number of smartphone subscribers using the mobile Internet has grown 45% since 2010. 3 1 http://www.manta.com/small-business/mobile_survey_0611 2 http://www.google.com/events/thinkmobile2011/presentations.html 3. Nielson Mobile Media Report State of the Mobile Industry Q3, 2011.
  • Mobile Marketing Graphic From ―The Mobile Playbook,‖ by Google‘s Jason Spero and Johanna Wherther Mobile Marketing Tactics Why Mobile Web? Why Optimize? Value of Mobile Search @ Retail 7. Butcher, Dan. ―More than half of smartphone owners use mobile devices in retail stores: studyhttp://www.mobilecommercedaily.com/ 2011/03/14/more-than-half-of- smartphone-owners-use-mobile-devices-in-retail-stores-study 8. Sullivan, Laurie. ―Study Analyzes Mobile Search, Buying Behavior In Retail.‖ http://www.mediapost.com/ publications/article/162261/study-analyzes-mobile-search-buying-behavior-in-r.html 10. Butcher, Dan. ―87pc of retailers agree shoppers can find better deals via mobile: survey.‖ http://www.mobilecommercedaily.com/ 2011/01/13/87pc-of-retailers-agree -shoppers-can-find-better-deals-via-mobile-survey 13. Compuware. ―What Users Want from Mobile.‖ 2011. http://www.gomez.com/resources/ whitepapers/survey-report-what-users-want-from-mobile/ 2.0
  • Mobile Marketing Mobile Marketing Tactics What on the Mobile Web 2.0 Monetate Q1 2013 Ecommerce Quarterly.
  • Mobile Marketing Mobile Marketing Tactics Why Mobile Apps? 2.0
  • Mobile Marketing Mobile Marketing Tactics Why Mobile Apps? 2.0 41apps/phone Avg owned by smartphone user up 28% from last year1 1. Lunden, Ingrid, ―Nielsen: U.S. Consumers Avg App Downloads Up 28% To 41; 4 Of 5 Most Popular Belong To Google,‖ May 16, 2012 2. Nielson, Mobile Media Report, QIII, 2011.
  • Mobile Marketing Mobile Marketing Tactics Why Mobile Apps? 2.0 1. Lunden, Ingrid, ―Nielsen: U.S. Consumers Avg App Downloads Up 28% To 41; 4 Of 5 Most Popular Belong To Google,‖ May 16, 2012 2. Nielson, Mobile Media Report, QIII, 2011. 41apps/phone Avg owned by smartphone user up 28% from last year1 15B/25Bdownloads Google/Apple (March 2012)1
  • Mobile Marketing Mobile Marketing Tactics Why Mobile Apps? 2.0 1. Lunden, Ingrid, ―Nielsen: U.S. Consumers Avg App Downloads Up 28% To 41; 4 Of 5 Most Popular Belong To Google,‖ May 16, 2012 2. Nielson, Mobile Media Report, QIII, 2011. 41apps/phone Avg owned by smartphone user up 28% from last year1 15B/25Bdownloads Google/Apple (March 2012)1 62%smartphone owners Downloaded apps in past 30 days2
  • Mobile Marketing • 1.1 billion apps currently between just Google Play and the Apple App Store 1 • Over 123 App Stores • Produced by ~150,000 developers (US) (~450,000 internationally) • 3500 apps are downloaded every second Mobile Marketing Tactics Why Mobile Apps? 1. Lunden, Ingrid, ―Nielsen: U.S. Consumers Avg App Downloads Up 28% To 41; 4 Of 5 Most Popular Belong To Google,‖ May 16, 2012 2.0
  • Mobile Marketing Mobile Marketing Tactics Time Spent Apps vs. Web 2.0
  • Mobile Marketing Laird, Sam, ―Mobile Web or App which should you build first‖ Mashable, June 6, 2012. Mobile Marketing Tactics Mobile App vs. Web 2.0
  • Mobile Marketing Laird, Sam, ―Mobile Web or App which should you build first‖ Mashable, June 6, 2012. Mobile Marketing Tactics Mobile App vs. Web 2.0
  • Mobile Marketing Laird, Sam, ―Mobile Web or App which should you build first‖ Mashable, June 6, 2012. Mobile Marketing Tactics Mobile App vs. Web 2.0
  • Mobile Marketing Laird, Sam, ―Mobile Web or App which should you build first‖ Mashable, June 6, 2012. Mobile Marketing Tactics Mobile App vs. Web 2.0
  • Mobile Marketing ―People will be more selective with the apps they download, the sites they visit, and the lists they join– making it mandatory that marketers figure out ways to make… …their apps more engaging, websites more useful, and opt-in communication more relevant.‖ According to Kane of MSGME, 5.17.11 http://blog.msgme.com/2011/05/17/finding-the-best-apps-v-mobile-web-vs-mobile-messaging-answer/ 2.0 Mobile Marketing Tactics
  • Mobile Marketing “It’s not one channel – no matter how amazing – that‘s key. It‘s the strategy and execution of different channels working together to maximize the strengths of each.‖ According to Kane of MSGME, 5.17.11 http://blog.msgme.com/2011/05/17/finding-the-best-apps-v-mobile-web-vs-mobile-messaging-answer/ 2.0 Mobile Marketing Tactics
  • Mobile Marketing ―Mobile is the only media tool that allows a brand to engage with a consumer in any point in their media mix and start to convert them across the purchase funnel.‖ Amielle Lake, CEO Tagga Media ―CEO‘s Dish on QR Codes at Mobile Marketing Summit,‖ 9.9.11, 2.0 Mobile Marketing Tactics
  • Mobile Marketing • SMS (Short Message Service)/Text • MMS (Multi-Media Service) includes audio, pod casts and/or video streamed content RFRESH: U R entered to Zero 2 Win sweepstakes Phi@Atl. Additional entry opt-in @ wawa.com/cokezero. Txt WA HELP 4 info. Msg&DataRatesMayApp ly. Mobile Marketing Tactics SMS 2.0
  • Mobile Marketing ―Everyone has phones that support SMS,‖ -- Philippe Browning, vice president of advertising and operations at CBS Mobile, Los Angeles. One of CBS’ new SMS-enabled ad ―CBS: SMS More Valuable Than QR Codes,‖ September 14, 2011 Mobile Marketing Tactics SMS 2.0
  • Mobile Marketing Mobile Marketing Tactics SMS 2.0
  • Mobile Marketing QR Code - short for 'Quick Response' code. A 2D bar code used to drive users to a mobile url. Common uses—print magazines, billboards, etc. Mobile Marketing Tactics QR to Mobile Web 2.0
  • Mobile Marketing Mobile Web – a website on your mobile device. In this example, a mobile web landing page was used to drive response and engagement. Mobile Marketing Tactics QR to mobile web 2.0
  • Mobile Marketing Apps– Software downloaded to and run as a stand-alone program on a mobile device. Mobile Marketing Tactics Apps 2.0
  • Mobile Marketing Print to Mobile QR Code Solution Disney On-Stage Magazine goes out to every teen performer who enters the park and provides daily info on events and showcases for music and theatre arts appreciation. Mobile Marketing Tactics Integrated Traditional + Mobile Campaign 2.0
  • Mobile Marketing Mobile Marketing Tactics Controlling the ―Shop, Learn, Buy‖ Experience 2.0
  • Mobile Marketing • Proximity-based marketing • Other (Mobile display advertising, Interactive & gaming, Mobile SEO, etc.) McDonalds interactive gaming ex: http://www.youtube.com/watch?v=7u0ij9D5S4Y&feature=player_embedded Mobile Marketing Tactics Proximity-based Mobile Marketing 2.0
  • Mobile Marketing Mobile Marketing Tactics NFC and Mobile Commerce 2.0
  • Mobile Marketing • Last fall, Macy's began a 350-store test of tablets and handheld devices to engage customers in select merchandise areas. • The retailer has also started installing free WiFi service to enable customer use of smart mobile devices, with plans to have more than 300 locations upgraded by the end of October. “In particular, we are using technology in our stores to mirror the online shopping experience, and adding functionality and content online to provide customers with additional assistance in product selection,” Terry J. Lundgren, Macy‘s Inc. chairman, president and CEO http://instoretrends.com/index.php/2011/09/27/embracing- digital-macys-rides-the-technology-wave/ Mobile Marketing Tactics POS Mobile Kiosk & Tablet Displays & Experience 2.0
  • Mobile Marketing 2.0 Mobile Marketing Tactics Integrated Mobile Strategy—Target Integrated Mobile Tactics Mobile Couponing Shopkick
  • Mobile Marketing 2.0 Mobile Marketing Tactics Integrated Mobile Strategy—Target Facebook Print catalog-to mobile
  • Mobile Marketing The Mobile Landscape Common Challenges What kind of phones do my customers have? How can I develop a meaningful strategy beyond SMS‘ 140 characters? Do I develop an iPhone only app vs. apps for several platforms vs. a wap site? How can I control and leverage advertising inventory? 2.0 Time, expense, skillset & resources! Fragmentation! Platform, OS, Device, Data
  • Mobile Marketing The Mobile Landscape Common Challenges How can I control and manage wireless, user (subscriber) data? How will I distribute my mobile content? How can I drive revenue opportunities and store traffic? Fragmentation! Platform, OS, Device, Data 2.0 Time, expense, skillset & resources!
  • Mobile Marketing The Mobile Landscape Common Challenges 2.0 Unlimited data plans are slowly exiting as a plan provided by leading carriers in the US…
  • Mobile Marketing Enterprise SMBs Consumer 2009 2011 2013 Quantity of turned-developer communities Independent Content Marketers Turned Developers Comparisons can be made with: • Internet • Email • Blogging • Social Media 213M US/ 1B Globally The Mobile Landscape Market Trend of Mobile Content Marketing 2.0
  • Mobile Marketing Take-Aways 2.0 • The mobile ecosystem, for all its complexity, boils down to three types of engagement with consumers: app, web, and messaging. • Marketers are clamoring to figure out which channel will remain relevant in the future. • “SMS messaging is king.” Messaging still dominates (mobile operators‘) non- voice revenues worldwide. Nearly all phones, including smartphones and feature phones, have text messaging capabilities built in. • It‘s essential to optimize your site for the mobile web as more customers are searching for your brand using their mobile devices. Specifically, 40% have turned to a competitors mobile site after a bad mobile customer experience. • The mobile Apps market to grow to $30 billion by 2015 (Juniper) as mobile consumers are downloading more apps than ever before.
  • Mobile Marketing Take-Aways 2.0 • It‘s important to recognize the different kinds of mobile marketing tactics, their benefits, advantages and disadvantages. • People will be more selective with the apps they download, the sites they visit, and the lists they join – making it mandatory that marketers figure out ways to make their apps more engaging, websites more useful, and opt-in communication more relevant. • Remember: It’s not one channel – no matter how amazing – that‘s key. It’s the strategy and execution of different channels working together to maximize the strengths of each. • (Repeat) It‘s the strategy and execution of different channels working together to maximize the strengths of each.
  • Mobile Marketing The Mobile Landscape Take-Aways 2.0 • Mobile is the single most pervasive technology ever invented (even moreso than electricity) • Mobile represents a BIG market (5.9B Globally/331M US) with BIG money opportunities ($1.5T Global revenues). • Marketing can be defined as getting the right message to the right audience using the right media and methods—to grow and/or sustain profitable customer relationships. (―Sales hooks em and marketing reels them in‖). Mobile marketing, as defined by the MMA, is a set of practices that enables organizations to communicate and engage with their audience in an interactive and relevant manner through any mobile device or network.
  • Mobile Marketing The Mobile Landscape Take-Aways 2.0 • Mobile is the fastest growing media of our time. It is so pervasive in our society that a marketer has a pretty good guarantee someone will stop what they‘re doing and respond. It‘s also an empowerment tool that allows one-to-one communications • Some of the benefits of mobile include it‘s personal, targeted, immediate, cost effective and green, to name a few. Mobile is the only media tool that allows a brand to engage with a consumer in any point in their media mix and start to convert them across the purchase funnel.
  • Mobile Marketing 2.0 • Brands and businesses of all sizes should consider mobile marketing TODAY because:  Your customers are mobile  Your competition is mobile  Your business will likely be dependent on mobile • It‘s important to recognize the different tactics of mobile including: SMS, Mobile Web and Mobile Applications (Apps) for communicating and influencing key stakeholders • Mobile is the only media tool that allows a brand to engage with a consumer in any point in their media mix and start to convert them across the purchase funnel • Certain challenges exist when considering a mobile marketing strategy and execution of mobile marketing tactics. These include but are not limited to: fragmentation of devices and operating systems, data plans, connectivity, cost, time and skillset The Mobile Landscape Take-Aways
  • Mobile Marketing 2.0 • There‘s a growing trend among a “new developer community” of SMBs and even Consumers creating, publishing & distributing mobile content • Ubiquitous, DIY tools currently exist to support increased mobile content deployment • It will not happen in a vacuum. Strategic planning, engaging content, accessible tools and foresight will prevail among The Mobile Landscape Take-Aways
  • Mobile Marketing Mobile Marketing September 14, 21 – 2013 3.0 Mobile Marketing Planning
  • Mobile Marketing Mobile Marketing Planning …mobilize content, drive new revenues, and support communications with new and existing customers using mobile? 3.0 How can I…
  • Mobile Marketing Mobile Marketing Planning Why Plan? 3.0
  • Mobile Marketing Mobile Marketing Planning Why Plan? 3.0 Reminder: Your customers today are: • More informed • More influenced and influential • More engaged by the competition • Potentially less loyal • More globally accessible
  • Mobile Marketing Mobile Marketing Planning Why Plan? 3.0 Your business is constantly changing: • Management • Communication • Resources • Technology • Outside influences
  • Mobile Marketing Mobile Marketing Planning Why Plan? Remember: Marketing helps drive sales. Therefore, planning marketing to drive successful sales is a vital business necessity! 3.0
  • Mobile Marketing Mobile Marketing Planning Why A Plan? • Serves as an ongoing, written Road Map • Starts & sparks creative thinking • Allows you to assign responsibilities and tasks • Helps you make strategic decisions and evaluate tactics • Manage budget • Manage program schedule • Analysis of product/service • Measure and track results • Can be used for management buy- in/consensus • Cover yourself in difficult accountability situations Why Not? • By the time you complete a marketing plan, it will no longer be relevant • You‘re simply too busy • You‘re already a marketing expert and don‘t need one • You know your business and your customers and it‘s all ―in here‖ (your head) • You‘re a doer and not a planner—heck, it‘s worked well up until now? 3.0
  • Mobile Marketing Mobile Marketing Planning The Marketing Brief/Plan OVERVIEW • Define Your Company Background • Describe Your Product/Service and the Benefits in Order of Priority • Understand Your Market and the Competition • Know Your Customer Intimately • Develop Your Key Marketing Message • Identify Hurdles, Obstacles and Risk • Decide on Your Strategy & Integrated Marketing Tactics • Set Sales & Marketing Goals • Determine Your Budget • Execute 3.0
  • Mobile Marketing BACKGROUND INFO • Define Your Company Background • Describe Your Product/Service and the Benefits in Order of Priority • Understand Your Market and the Competition Mobile Marketing Planning The Marketing Brief/Plan 3.0
  • Mobile Marketing DON’T CONFUSE Features & Benefits Which are the following? • Convenient • 4-speakers • Solar powered • Save money • 6-drink holsters • Lightweight Mobile Marketing Planning The Marketing Brief/Plan 4 loud speakers Awesome stereo 6 drink holsters Night light Solar powered 3.0 A feature describes a part of a product or service. A benefit sums up how a product/service will directly offer a user a solution.
  • Mobile Marketing Mobile Marketing Planning The Marketing Brief/Plan 3.0
  • Mobile Marketing KEY INFO • Know Your Customer Intimately • Develop Your Key Marketing Message • Identify Hurdles, Obstacles and Risk Mobile Marketing Planning The Marketing Brief/Plan • (who we are/our business) SMART Marketing Solutions, a leading full service integrated marketing agency, • (our customer) delivers to medium to large-sized businesses, • (USP) over ten years of strategic, high- return, marketing planning, execution and experience (Playtex, Bic, Rogaine, and others) in • (our services) branding, marketing, mobile, website design and print design, at high value (price/results/ROI) • (problem we’re solving) to support clients looking to gain and/or sustain a competitive advantage.‖ 3.0
  • Mobile Marketing Everyone has, or will have a smartphone, right? 3.0 Mobile Marketing Planning The Marketing Brief/Plan: Know Your Customers
  • Mobile Marketing Everyone has, or will have a smartphone, right? 3.0 Mobile Marketing Planning The Marketing Brief/Plan: Know Your Customers 57% US 133.7M Feb, 2013 (up 8% since Nov, 2012) ComScore, April 5, 2013
  • Mobile Marketing 3.0 Mobile Marketing Planning The Marketing Brief/Plan: Know Your Customers
  • Mobile Marketing Everyone has, or will have a smartphone, right? Smartphone usage continues to climb in the U.S. More than three out of five (61%) mobile subscribers in the U.S. owned a smartphone during the most recent three-month period (March-May 2013), up more than 10 percent since smartphones became the mobile majority in early 2012. 3.0 Mobile Marketing Planning The Marketing Brief/Plan: Know Your Customers
  • Mobile Marketing The Mobile Landscape POLL 3.0 What do people most use their mobile phones for (show of hands)? 1. Weather 2. Games 3. Social Networking 4. Maps/Search 5. News 6. Music 7. Video
  • Mobile Marketing MOBILE USAGE Pew Research 2013. 3.0 Mobile Marketing Planning The Marketing Brief/Plan: Know Your Customers
  • Mobile Marketing MOBILE USAGE 3.0 Mobile Marketing Planning The Marketing Brief/Plan: Know Your Customers Two-thirds of young adults and those with higher Income are smartphone owners
  • Mobile Marketing MOBILE USAGE 3.0 Mobile Marketing Planning The Marketing Brief/Plan: Know Your Customers
  • Mobile Marketing TACTICS, METRICS & GOALS • Decide on Your Strategy & Integrated Marketing Tactics • Set Sales & Marketing Goals • Determine Your Budget Tinyurl.com/6ys2waz (see if you can identify the strategy, tactics and objective of Tesco) 3.0 Mobile Marketing Planning The Marketing Brief/Plan: Tactics, Metrics & Goals
  • Mobile Marketing Objective: To be #1 Strategy: Bring Store to the Customers Tactics: Integrated Mobile Marketing and Display Advertising 3.0 Mobile Marketing Planning The Marketing Brief/Plan: Tactics, Metrics & Goals
  • Mobile Marketing DEFINE SUCCESS • Impressions • New customer acquisitions • Sales estimates (dollar volume, units) • Costs • Profit margin • Market share • Influence • Relationships forged EXECUTE • Team engagement & executive/manage ment buy-in • Media research • Schedule tests • Copy and creative development • Develop timeline • Rollout (phases) ESTABLISH A BUDGET • What are costs to execute test(s)? • What‘s your cost to acquire one customer? • And/or, what‘s your cost to sell one product? What might help you determine your marketing budget: • Matching your marketing message to your medium 3.0 Mobile Marketing Planning The Marketing Brief/Plan: Tactics, Metrics & Goals
  • Mobile Marketing Mobile Marketing Planning EXERCISE Congratulations! Your new job as EVP of Mktg for Ford Motor Co. is to quickly craft a marketing plan that will help drive Ford‘s expected sales revenues, minimize risk and support Ford‘s position as a leading automobile manufacturer. You have 15 minutes to do this. Good luck… http://www.foxnews.com/leisure/2011/01/07/ford-unveils-electric-car/ 3.0
  • Mobile Marketing Mobile Marketing Planning Take-Aways 3.0 • Now that we understand the value of mobile marketing and are interested to ―get in the game‖ in using it to support our SMB, the question becomes: How can I quickly and inexpensively mobilize content, drive new revenues and support communications with new and existing customers using mobile? • The first part of any successful marketing campaign is planning. Keep in mind, marketing planning is necessary to drive successful sales • Developing a marketing plan does not have to be intimidating or take long to do. Where there are several standard components of a traditional marketing plan, you can create an abbreviated one in less than 24-hours. • Standard answers to marketing questions need to documented in a marketing plan, or brief. These include answers about the product, market, key message, hurdles/risk, defining success, etc. • Be sure to clearly articulate: The difference between Strategy, Tactics & Objectives (remember Tesco)
  • Mobile Marketing Mobile Marketing Planning Take-Aways 3.0 • Use your plan to generate consensus among management, minimize your risk, make better decisions and most of all, CYA! • Always, write your plan down, Test, test, test specific integrated tactics, know what success is and track that success closely
  • Mobile Marketing Mobile Marketing September 14, 21 – 2013 4.0 Mobile Web Optimization Development
  • Mobile Marketing Mobiel Web Optimization 4.0 http://vimeo.com/72769999
  • Mobile Marketing • Watch the video workshop (first 42 min are workshop) • Feel free to jump around the video once you feel you‘ve got it • Go to dudamobile.com, type in a website and start playing with the tool. Feel free to register • Feel free to send me a screen grab of your mobile optimized website. Mobile App/WebApp Build 4.0
  • Mobile Marketing Mobile Marketing September 14, 21 – 2013 5.0 Content Strategy
  • Mobile Marketing Content Strategy What do I want to communicate with my target audience via mobile? How will I benefit (remember marketing is about profitable customer relationships)? Why/will will they want to engage? 5.0
  • Mobile Marketing Content Strategy What is it? (Wikipedia) Content strategy has been described as: • "the practice of planning the content creation, delivery, and governance‖ and • "a repeatable system that defines the entire editorial content development process for a website development project.‖ 3.0 Content strategists should strive to achieve content that is • readable and understandable, but also • findable, • actionable and • shareable in all of its various forms. http://webdesign.about.com/od/rss/a/rss-and-copyright.htm
  • Mobile Marketing Content Strategy What is it? ―The purpose of content strategy has also been described as achieving business goals by maximizing the impact of content. It has also been proposed that the content strategist performs the role of a tastemaker or curator.‖ http://webdesign.about.com/od/rss/a/rss-and-copyright.htm 3.0
  • Mobile Marketing Content Strategy Why? 3.0 To Engage
  • Mobile Marketing Content Strategy Why? 3.0 Solicit Response
  • Mobile Marketing Content Strategy Why? 3.0 Drive Mktg or Sales Objectives
  • Mobile Marketing Content Strategy Why? 3.0 Marketshare such as…
  • Mobile Marketing Content Strategy Why? 3.0 Brand Awareness such as…
  • Mobile Marketing Content Strategy Why? 3.0 Mindshare such as…
  • Mobile Marketing Content Strategy Why? 3.0 Customer Acquisition or Retention such as…
  • Mobile Marketing Content Strategy Why? 3.0 Referral such as…
  • Mobile Marketing Why a wireless user would: Be interested in or engaged with your content in the first place? Content Strategy Why? 3.0
  • Mobile Marketing Content Strategy Why? 3.0 Why a wireless user would: Want to view and/or download your content on their phone?
  • Mobile Marketing Why a wireless user would: Want to keep the content on their phone? Content Strategy Why? 3.0
  • Mobile Marketing Why a wireless user would: Want to access content, be pushed your content and/or engage with your brand often and then respond (i.e. walk into a store, make purchase, refer a colleague)? Content Strategy Why? 3.0
  • Mobile Marketing Content Strategy POLL 1. What is your favorite app, website or content you currently have on your phone or receive from a brand you have an affinity for? 2. Which app or what content do you access most often? Second most often? Third most often? (why?) (Show of hands. Yes/No) 1. Have you responded to mobile content (within an app, SMS message and/or website) on your phone? 2. Who purchased? 3. Who visited a store? 4. Who filled out a form? 5. Who forwarded it to a friend? 3.0
  • Mobile Marketing Content Strategy Why? 3.0
  • Mobile Marketing Content Strategy Why? You are the publisher. 3.0
  • Mobile Marketing Content Strategy Why? Think like a journalist or a content designer. 3.0
  • Mobile Marketing Content Strategy Why? Architect your content and how it will suit the delivery mechanism—the small screen. 3.0
  • Mobile Marketing Content Strategy Why? YOU control the user experience. 3.0
  • Mobile Marketing Content Strategy The Details Getting started: 1. Determine what you have to start with that your target wants 2. Then limit and focus 3. Figure out the level of effort for repurposing it multiple times 4. Create a plan for how content will be featured in more than 1 place 5. Determine possible functionality possibilities 6. Consider sponsor and other revenue generating partnerships 7. Track & Analyze From Scime, Eric of Huge, http://content-science.com/expertise/content-insights/mobile-content-strategy 3.0 THE DETAILS • Mobile is always on • Wireless users move around a lot • A niche audience may be totally different than the web (i.e. mobile moms) • You have to make money differently • Determine your value proposition
  • Mobile Marketing 1. Deloite 2. ROI Research”The Future of Mobile Nov 2009 3. InsightExpress Content Strategy Mobile Couponing 3.0
  • Mobile Marketing Content Strategy Mobile Couponing 3.0 57% Would like a coupon on their Phone1 1. Deloite 2. ROI Research”The Future of Mobile Nov 2009 3. InsightExpress
  • Mobile Marketing Content Strategy Mobile Couponing 57% Would like a coupon on their Phone1 1in5smartphone users Use handsets to search for coupons 3.0 1. Deloite 2. ROI Research”The Future of Mobile Nov 2009 3. InsightExpress
  • Mobile Marketing Content Strategy Mobile Couponing 57% 1in5smartphone users Use handsets to search for coupons 40%ALL mobile I‘net users Use phone to search for product info2 3.0 Would like a coupon on their Phone1 1. Deloite 2. ROI Research”The Future of Mobile Nov 2009 3. InsightExpress
  • Mobile Marketing Content Strategy Mobile Couponing 57% 1in5smartphone users Use handsets to search for coupons 40%ALL mobile I‘net users Use phone to search for product info2 10% consumers Driven to in-store via a mobile coupon3 3.0 Would like a coupon on their Phone1 1. Deloite 2. ROI Research”The Future of Mobile Nov 2009 3. InsightExpress
  • Mobile Marketing • The number of smartphone users engaged in rich media activities has increased substantially. • Nearly twice as many smartphone subscribers are downloading (up 83%) and playing games (up 95%) compared to last year. Streaming online music or radio is the third fastest growing activity among smartphone users. Nielson, The Mobile Media Report, QIII, 2011. Content Strategy Rich Media 3.0
  • Mobile Marketing Flurry Analytics. Content Strategy What Types of Content are Most Accessed 3.0
  • Mobile Marketing Content Strategy Types of Content—Dynamic Dynamic content is content that is generated in real time and frequently updated Meant to add ―stickiness‖ & frequency of visits for mobile campaigns Example: RSS and XML feeds such as Blogs, Tweets, CRM based feeds 3.0
  • Mobile Marketing Content Strategy Types of Content—Dynamic •RSS is commonly defined as really simple syndication. •It means that the content contained in an RSS feed is in a format that is syndication friendly, if the copyright holder allows for syndication. •Offering a feed for syndication does not in fact grant any legal rights to anyone to reuse the feeds content beyond what the Copyright laws grant as Fair Use. 3.0
  • Mobile Marketing Content Strategy Types of Content—Dynamic What are some examples of apps that you access often for dynamic content updates? 3.0
  • Mobile Marketing • More actionable and more immediate • All about relevancy and communicating a clear value proposition to the brand‘s target audience • Increases foot traffic • Strong predictors of consumer intent (where/when says a lot about what customers are interested in) • Push (Ex. Proximus) vs. Pull (Ex. ShopAlerts) Ex. ShopAlerts (video here: http://www.mobilemarketer.com/cms/news/advertising/9540.h tml) From: Butcher, Dan, ―Location-based marketing can increase average order value, frequency, loyalty,‖ March 29, 20011, Mobile Marketer Content Strategy Other Types of Content Strategies: Location Based 3.0
  • Mobile Marketing • Defined in terms of engagement with a brand over the lifetime of that marketing relationship. • Equivalent to the amount of mind-share and more specifically, response, due to engagement, with your brand based over the amount of exposed access to your brand, then multiplied by frequency and reach. Content Strategy Other Types of Content Strategies: Lifetime Engagement Value (LEV) 3.0
  • Mobile Marketing Mindshare + Response LEV = Brand Access x Frequency x Reach Content Strategy Other Types of Content Strategies: Lifetime Engagement Value (LEV) 3.0
  • Mobile Marketing Example: The Salvation Army • Reach an International Mobile Audience of new potential donors via cross-platform mobile app • Educate about Social Justice (content topic) issues, statistics, topics and other relevant information • Inform about work The Salvation Army does internationally (contributions at work) with daily content feeds • Engage the audience and encourage participation via:  Donate: mail-in, call-in, online, & 1-click ―$10 Donate‖  Volunteer: via real-time feedback form  Share: among network via viral functionality Success Metrics to Date (launch 12.15.10) • Over 213,000 downloads to date • 6.2% click through to ―Donate $10 Now‖ • 4.0% submissions to volunteer form Content Strategy Other Types of Content Strategies: Lifetime Engagement Value (LEV) 3.0
  • Mobile Marketing Retailer Product Packaging • About • Gear • Tour • Videos • News • Links • Social • Buy Now • Feedback • Tell a Friend Prominent call-to-action including custom QR and short code displayed ―on packaging‖ in retail store at POS encourages prospects to download mobile ―artist-affinity‖ content Affinity-branded content ―powered by Pro-Mark‖ embedded on mobile device drives immediate and/or subsequent purchase behavior & response Content Strategy Other Types of Content Strategies: Point of Sale 3.0
  • Mobile Marketing Print to Mobile QR Code Solution Disney On-Stage Magazine goes out to every teen performer who enters the park and provides daily info on events and showcases for music and theatre arts appreciation. Content Strategy Other Types of Content Strategies: Lead Gen 3.0
  • Mobile Marketing Prominent call-to-action including custom branded QR code is promoted heavily on display advertising in subway stations driving mobile download Engaging, interactive content and membership call-to-action drives immediate customer acquisition & retention response • Free Offer • About Les Mills • Workout Tips • Contact Us • Participate in a Race Content Strategy Other Types of Content Strategies: Lead Gen 3.0
  • Mobile Marketing Magmito makes mobile marketing easy. We don't need to hire a team of programmers or contract expensive developers to create rich and interactive mobile apps that work on all phones. We build and update them ourselves. Lena Wynn-Jonese- Commerce Manager Apollo|Kuoni Scandinavia Goal: To arm Apollo's international marketing teams with a tool to create mobile marketing campaigns for travelers Campaign Highlights: To date, Apollo has created dozens of "Mobile Travel Guides" on popular destinations. Magmito-generated Mobile Travel Guides feature:  Popular destination activities  Important travel info  Food and drink info  Shopping info  Apollo contact info  Feedback form Results  Apollo now has licenses for 5 countries  Development underway to fully integrate the Magmito platform to achieve Apollo's goal of providing more personalized Travel Guides to clients. Content Strategy Other Types of Content Strategies: Info based 3.0
  • Mobile Marketing Small Businesses Embracing (Magmito) Mobile Client: Minneapolis Saint Paul Plumbing & Heating • Extends content and brand to customers within a local region to stay top of mind and drive business • Includes:  Video of the week  Click to Call  Contest  Specials of the Week  Schedule a Service  Tell a Friend Viral Component Content Strategy Other Types of Content Strategies: Inform /Top of Mind 3.0
  • Mobile Marketing Naples Concierge Content Strategy Other Types of Content Strategies: Inform /Top of Mind 3.0
  • Mobile Marketing Small Business Embracing (Magmito) Mobile Client: Alta Loma Music, Rancho Cucamonga, CA • Is now creating apps for local Middle/High School Marching bands in the community • Includes retail store promotional offers and custom branding • Downloaded by parents, boosters, students and fans… Ex. 500 students x (2 parents + 1.5 fans) = >2,000 downloads; all potential musical instrument purchasers! • Now considering using the downloads as a fundraiser for booster… Ex. 2K downloads x $4.99 app = ~$10K total revenue with 70% ($7K) going towards band uniforms and equipment TOTAL COST: $99 ROI: Limitless Content Strategy Other Types of Content Strategies: Partnerships 3.0
  • Mobile Marketing How it works • Each rep is equipped with a Blackberry that includes Magmito apps for promotions and training • When a new product or promotion is released, reps ―in the field‖ are alerted via text message (mobile alert) and trained/informed on that product/promo via the app within minutes on:  Features/Benefits  Technical specs  Key value selling points  Special pricing and promotions • Assessment tests • Promotional app can allow ordering direct from retail floor using similar functionality Benefits • Improved sales cycle • Reduced training expenses • Immediate feedback • Seamless deployment Content Strategy Other Types of Content Strategies: Employee Training 3.0
  • Mobile Marketing Easy to use interactive menu Learning objectives and module/course overviews Links to audio, video and other files Educational or corporate learning content; text, images, &/o r illustrations Certification or assessment quizzes test student‘s knowledge of content Integration with LMS supports successive module distribution and student progress Content Strategy Other Types of Content Strategies: Employee Training 3.0
  • Mobile Marketing  Use engaging images and video (i.e. Neil Peart app) yet keep it consistent with your existing brand and marketing collateral  Don‘t forget to include a viral function if you‘re using the app to generate leads and/or attract new customers  Think like a web designer or an advertising agency for coming up with and delivering content in your app  Include calls to action on every page that promote interactivity (i.e. if it‘s lead generation, be sure to include a feedback form, click to call and/or link to your social media page) Content Strategy TIPS 3.0
  • Mobile Marketing  Use dynamic content to encourage repeat engagement yet do not use content from other sources without copyright permission  Be appropriate, relevant and concise. Remember, you‘re designing for a small screen.  Consider anything that supports smooth and intuitive navigation to access your content easily Content Strategy TIPS 3.0
  • Mobile Marketing Consider leveraging mobile content build to support key stakeholder communication and business objectives Come up with a draft content strategy for one of the above… Content Strategy Key Stakeholder Content Builds Some examples of stakeholders:  Investors  Sales Team  Accounting  Vendors  International Distributors  Employees  Customer Service 3.0
  • Mobile Marketing Extra Slides – AR, Mobile Games, etc. Content Strategy EXERCISE 3.0
  • Mobile Marketing 1. What is the objective of your app(s)? 1. How will you measure success? 2. What content will you use to engage customers? 3. Will you use dynamic, rich, coupons, interactive or other content to engage customers? 4. How do you plan to promote discoverability of your app? 5. How will you monetize your app? 6. Will you engage any partners for your app? Who? And How? Content Strategy EXERCISE 3.0
  • Mobile Marketing Other Tools, Techniques and Tactics • Augmented reality • Mobile Games • Platform specific tools • Key stakeholder content builds (i.e. training of internal employees, supply chain apps, international distributor support, etc.) Lesson objectives include: • An understanding of advanced content build and tactics accessible to the SMB • The ability to recognize various forms of advanced mobile marketing strategies, objectives and tactics impacting consumers • Strategic implementation of mobile content build and communications to support key business stakeholder objectives Content Strategy Other Types of Content Strategies 3.0
  • Mobile Marketing • Combines a camera, GPS and compass and "recognizes" an object or spot that a user is pointing to by computing location data and displaying it on the screen • A traveler points the phone's camera at a particular spot and small icons appear on the screen, representing various points of interest: restaurants, museums, hotels, transit stations. • Interesting for travel companies. Examples: Yelp, TripAdvisor and Lonely Planet • There are also AR browsers, such as Wikitude, Layar and Junaio, that offer data from third-party providers. • Computer sensory enhancement; real world visuals http://travel.usatoday.com/digitaltraveler/sto ry/2011/08/Augmented-reality-apps-have- some-work-to-do/49976562/1 Golfscape GPS Rangefinder: an augmented reality range finder for Golf lovers. It covers 35K+ courses. It displays the distance from front, center, and back of green. Content Strategy Augmented Reality 3.0
  • Mobile Marketing Layar: Free iPhone app Layar's ever-evolving apps-within-an-app concept can be accused of doing too much (especially when a particular plug-in brings the whole thing to crashing halt), but its ambitious augmented reality platform will turn your world into whatever you want it to be: restaurant locator, Groupon tracker, matchmaker, architecture expert, even a walkable maze. Let‘s see Maps do that. http://www.maclife.com/article/gallery/12_cool_augmented_reality_apps#slide-7 Content Strategy Augmented Reality 3.0
  • Mobile Marketing SnapShop Showroom: a wonderful AR application that makes buying furniture or redecorating a room or house much more convenient. **This one is very cool** http://www.iphoneness.com/iphone-apps/best-augmented-reality-iphone-applications/ Content Strategy Augmented Reality 3.0
  • Mobile Marketing Yelp: Foodies all over the world already know Yelp is the go-to website for finding hidden culinary gems, but its free, universal app has taken things one step further. With its nifty no-longer-hidden Monocle feature, Yelp layers restaurant reviews on top of the landscape while you walk, helping you not only find a spot to eat in a strange city but also avoid less-than-appetizing fare. http://www.maclife.com/article/gallery/12_cool_augmented_reality_apps#slide-7 Content Strategy Augmented Reality 3.0
  • Mobile Marketing Nearest Wiki: an interesting augmented reality app for iPhone that gives you more information about the places you are looking at by putting a layer of information on the top of your view on iPhone. Content Strategy Augmented Reality http://www.iphoneness.com/iphone-apps/best-augmented-reality-iphone-applications/ 3.0
  • Mobile Marketing Content Strategy Augmented Reality 3.0 https://www.youtube.com/watch?v=vEE6M0iW-Nw iButterfly = AR + Learning + Mobile Marketing
  • Mobile Marketing http://www.youtube.com/watch?feature=player_embedded&v=Oske0c1sOVE Content Strategy Augmented Reality 3.0 The Power of AR
  • Mobile Marketing Content Strategy Mobile Games 3.0
  • Mobile Marketing Content Strategy VW GTI – A Game Changer 3.0 https://www.youtube.com/watch?v=RIpUy9HlT20 Mobile Gaming Meets Mobile Marketing
  • Mobile Marketing Content Strategy Heineken – Interactive App 3.0 https://www.youtube.com/watch?v=XP5yySEZub8 Mobile Gaming Meets Mobile Marketing
  • Mobile Marketing Content Strategy Types of Content—Interactive 3.0 https://www.youtube.com/watch?v=0L3UYBTfuGY Fiat Content Strategy – Winner or Loser? You Decide
  • Mobile Marketing • (Wikipedia) Content strategy has been described as "the practice of planning the content creation, delivery, and governance‖ and "a repeatable system that defines the entire editorial content development process for a website development project.‖ Content strategy includes words and data that supports meaningful, interactive experiences (and business goals). • Consider content that is readable, understandable but also findable, actionable and shareable • A mobile content strategy is important to engage, solicit an immediate response and/or support a marketing/sales objective for your business • In developing a content strategy remember, you are the publisher. Think like a journalist or editor. And, you control the customer experience. • Content that contributes to interactivity in a mobile app/webapp includes: mobile coupons, dynamic content, location-based content Content Strategy Take-Aways 3.0
  • Mobile Marketing • Other value of a good content strategy may include: Lifetime Engagement Value (LEV), mindshare, to inform your stakeholders, training/education, support of an existing integrated marketing campaign, and/or to leverage partnerships, to name a few. • Revisit content strategy tips… • Other Tools, Techniques and Tactics exist including augmented reality, games, platform specific tools, and key stakeholder builds, to name a few • Augmented reality apps refer to those which modify the view of reality using a mobile device in real-time in semantic context with environmental elements • Mobile games are the most popular app category among most app stores • Mobile gaming downloaders are most willing to pay for games • Key stakeholder content builds (i.e. training of saleforce other) are important to consider when leveraging mobile content builds Content Strategy Take-Aways 3.0
  • Mobile Marketing Case History 1: Pete Trumpet runs a small hardware store in Bangor, Maine. He serves most of the families within a 20 mile radius. However, a new Home Depot is said to be opening up in the area. What types of apps including content strategy can Pete use to better serve his key stakeholders and defend his market share in the area (think customers and the customer experience but also think other key constituents in the value chain such as suppliers, employees, reps, etc.) Case History 2: Heather Rose owns a flower shop in Ft. Wayne, IN. She serves individuals with flower arrangements yet makes the largest profits and orders for large events like weddings and/or corporate parties that require several arrangements. Heather is considering expanding her business into party planning. What types of apps including content strategy can Heather consider to generate significant interest and downloads among her key audience? (think of her party planning business extension and how that can tie in) 5.0 Content Strategy EXERCISE
  • Mobile Marketing 1. What is the objective of your app(s)? 1. How will you measure success? 2. What content will you use to engage customers? 3. Will you use dynamic, rich, coupons, interactive or other content to engage customers? 4. How do you plan to promote discoverability of your app? 5. How will you monetize your app? 6. Will you engage any partners for your app? Who? And How? 5.0 Content Strategy EXERCISE