Angelo Biasi, Copyright, 2015. All rights reserved.

1. Mobile Marketing
Mobile Marketing
March 7, 14, 2015

2. Mobile Marketing
Angelo Biasi, Mobile Marketing Evangelist

3. 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

4. Mobile Marketing
Here’s how we’re going to learn…
• Context
• Best practice
• Project-based Learning (PBL)
• Peer-to-Peer discussion
• Real-world impact
• Current events

5. 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)

6. Mobile Marketing
Course Strategy
Mobile Marketing
Landscape &
Opportunity.
Mobile Marketing
Tactics
Mobile Marketing
Planning, Content
Strategy,
DudaMobile &
Magmito
Workshops
Discoverability &
Monetization
EZ Texting
Workshop
3.7 3.14
Mobile Marketing
Gain an understanding of the value of Mobile Marketing via
Lectures, Workshops,
Mobile Campaign Project, Student Case Presentations

7. Mobile Marketing
Deliverables
• Participation 10%
• Case study presentations 15%
• Mobile Quiz 25%
• Mobile Marketing Brief/Plan 25%
• Mobile Tool Execution: 25%

8. 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

9. Mobile Marketing
3. Mobile quiz:
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).

10. 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
• http://m.magmito.com/umsl/momktg

11. 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…

12. Mobile Marketing
The Mobile Web Conversion & App Creation Tool
• The Resume App or 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 tool and dudamobile tool for this exercise
http://www.magmito.com http://www.dudamobile.com

13. Mobile Marketing
Project-based, Social Learning Experience

14. Mobile Marketing
Mobile Marketing
1.0 The Mobile Marketing
Landscape - An Overview

15. Mobile Marketing 1.0
Why are we all here?
Big Market

16. Mobile Marketing 1.0
Why are we all here?
Big Market
6.9B Global
Wireless subscribers
1. International Telecommunication Union

17. Mobile Marketing 1.0
Why are we all here?
Big Market
345M US
Wireless subscribers (110%)
1. International Telecommunication Union

18. Mobile Marketing 1.0
925K Total
devices activated daily
Why are we all here?
Big Market
1. International Telecommunication Union

19. Mobile Marketing 1.0
Why are we all here?
Big Money

20. Mobile Marketing 1.0
Why are we all here?
Big Money
$1.5T Global
Mobile Revenues

21. Mobile Marketing 1.0
Why are we all here?
Big Money
$100B US
Startups & New Biz 2015

22. Mobile Marketing 1.0
Why are we all here?
Big Money
$100B US
Startups & New Biz 2015

23. Mobile Marketing 1.0
Why are we all here?
Big Money $30B 2015
Mobile apps market (Juniper)

24. 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

25. 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

26. Mobile Marketing
The Mobile Landscape
1.0
Big Money
AppleInsider.com September 09, 2014
Apple has partnered with
American Express, MasterCard and
Visa for digital debit cards and
credit cards. In addition, the six
biggest issuing banks in the U.S. are
on board, representing 83 percent
of credit card volume in the U.S.

27. Mobile Marketing
The Mobile Landscape
1.0
Big Money
2014. GSMA the Mobile Economy

28. 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

29. 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) Network, components, apps, operators

30. Mobile Marketing 1.0
Why are we all here?
Killer App
2014 GSMA, The Mobile Economy

31. Mobile Marketing 1.0
Why are we all here?
Big Opportunity
400-600K
App Market Jobs US past 5 yrs
“Small Businesses Dominate Mobile App Market,” Mashable, July 24, 2012. Business News Daily
10.5M
Jobs in 2013, 15.4M est in 2020
2014 GSMA, The Mobile Economy

32. Mobile Marketing 1.0
Why are we all here?
Parrish, Alton, “$23.9 billion European APP market to reach $86 billion and create 5 million jobs in Europe by 2018”Feb, 2014

33. Mobile Marketing 1.0
Why are we all here?
Parrish, Alton, “$23.9 billion European APP market to reach $86 billion and create 5 million jobs in Europe by 2018”Feb, 2014

34. Mobile Marketing 1.0
Why are we all here?
Landscape at a glance
http://ho9od35yvs05ejqn.zippykid.netdna-cdn.com/wp-content/uploads/2014/02/0207_WebDAMSolutions.png WebDam

35. Mobile Marketing 1.0
Why are we all here?
Three Big Trends Right Now
Three big trends in mobile right now:
1. A massive rise in mobile shopping
1. Messaging apps becoming whole platforms, like WeChat’s taxi
integration, Line’s games, and Snapchat’s new Snapcash payment
feature that prove people want more services from their favorite apps
2. Phablet phones driving a massive increase in media consumption
Flurry CEO Simon Khalaf
February 19, 2015

36. Mobile Marketing 1.0
Why are we all here?
Three Big Trends Right Now

37. Mobile Marketing 1.0
Why are we all here?
Landscape at a glance
What’s next?

38. Mobile Marketing 1.0
Why are we all here?
Landscape at a glance
http://ho9od35yvs05ejqn.zippykid.netdna-cdn.com/wp-content/uploads/2014/02/0207_WebDAMSolutions.png WebDam

39. 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.”
1.0

40. Mobile Marketing 1.0

41. Mobile Marketing
The Mobile Landscape
Sharma, Chetan, Annual state of_global_mobile_industry_2012_Chetan_Sharma_Consulting. April 29, 2012
1.0

42. Mobile Marketing
The Mobile Landscape
1.0

43. 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

44. 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.”

45. Mobile Marketing
The Mobile Landscape
What is Mobile Marketing?
1.0

46. Mobile Marketing
The Mobile Landscape
What is Mobile Marketing?
1.0
Marketing hooks ‘em…

47. Mobile Marketing
The Mobile Landscape
What is Mobile Marketing?
1.0
…and, sales reels ‘em in.
unknown
Marketing hooks ‘em…

48. 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
1.0

49. 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

50. 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

51. 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

52. 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

53. 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

54. 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?

55. Mobile Marketing
The Mobile Landscape
Video: Extreme Booking App
https://www.youtube.com/watch?v=BBhNadcL4B0#t=54
1.0
Mobile is a Game Changer:
How Convenient, you ask?

56. Mobile Marketing
The Mobile Landscape
Why Mobile Marketing?
1.0
Your Customers
Mashable

57. Mobile Marketing
The Mobile Landscape
Why Mobile Marketing?
1.0
Your Customers
Mashable, April,

58. Mobile Marketing
The Mobile Landscape
Why Mobile Marketing?
1.0
January 3, 2014

59. Mobile Marketing
The Mobile Landscape
Why Mobile Marketing?
1.0
Citrix’s Michael E.,
Mobile Marketing
Watch, Feb 28, 2014

60. Mobile Marketing
The Mobile Landscape
Why Mobile Marketing?
1.0
Citrix’s Michael E.,
Mobile Marketing
Watch, Feb 28, 2014

61. 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

62. Mobile Marketing
The Mobile Landscape
Why Mobile Marketing?
1.0
67% of cell owners find themselves
checking their phone for messages,
alerts, or calls — even when they don’t
notice their phone ringing or vibrating.
44% of cell owners have slept with their
phone next to their bed because they
wanted to make sure they didn’t miss
any calls, text messages, or other
updates during the night.
29% of cell owners describe their cell
phone as “something they can’t
imagine living without.”
Pew Research 2006 - 2014

63. Mobile Marketing
Question:
(show of hands)
Who sleeps with their phone?
(within 3 feet)
The Mobile Landscape
POLL
1.0

64. Mobile Marketing
The Mobile Landscape
Why Mobile Marketing?
1.0

65. Mobile Marketing
The Mobile Landscape
Why Mobile Marketing? Your Customers Are Mobile
1.0

66. Mobile Marketing
The Mobile Landscape
Why Mobile Marketing? Your Customers Are Mobile
1.0
https://econsultancy.com/blog/61897-smartphone-owners-more-likely-to-read-emails-than-make-calls-
stats/Published 17 January, 2013 by David Moth @ Econsultancy

67. Mobile Marketing
The Mobile Landscape
Why Mobile Marketing? Your Customers Are Mobile
1.0
https://econsultancy.com/blog/61897-smartphone-owners-more-likely-to-read-emails-than-make-calls-
stats/Published 17 January, 2013 by David Moth @ Econsultancy

68. Mobile Marketing
The Mobile Landscape
Why Mobile Marketing? Your Customers Are Mobile
1.0
https://econsultancy.com/blog/61897-smartphone-owners-more-likely-to-read-emails-than-make-calls-
stats/Published 17 January, 2013 by David Moth @ Econsultancy

69. 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

70. 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

71. 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)
1. 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___________________.

72. Mobile Marketing
Web.com Small Business Mobile Survey, April 12, 2012
The Mobile Landscape
Why Mobile Marketing?
1.0
Your Competitors2013 AT&T Small Business Technology Poll

73. Mobile Marketing
Web.com Small Business Mobile Survey, April 12, 2012
The Mobile Landscape
Why Mobile Marketing?
1.0
Your Competitors
66%Could not survive w/out mobile
2013 AT&T Small Business Technology Poll

74. Mobile Marketing
Web.com Small Business Mobile Survey, April 12, 2012
The Mobile Landscape
Why Mobile Marketing?
1.0
Your Competitors
66%Could not survive w/out mobile
85% of US SMBs
Currently using smartphones for
operations
2013 AT&T Small Business Technology Poll

75. Mobile Marketing
Web.com Small Business Mobile Survey, April 12, 2012
The Mobile Landscape
Why Mobile Marketing?
1.0
Your Competitors
66%Could not survive w/out mobile
85% of US SMBs
Currently using smartphones for
operations
To provide better service to
existing customers
Followed by:
• Attract more local customers
• Gain competitive advantage
#1Motivation
2013 AT&T Small Business Technology Poll

76. Mobile Marketing
The Mobile Landscape
Why Mobile Marketing?
1.0
Your business will
depend on it

77. Mobile Marketing
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

78. Mobile Marketing
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

79. Mobile Marketing
The Mobile Landscape
1.0
2014. GSMA the Mobile Economy
Your business
will depend on it

80. Mobile Marketing
1. 2014. GSMA The mobile economy.
The Mobile Landscape
Why Mobile Marketing?
1.0
Your business
will depend on it

81. Mobile Marketing
“Mobile marketing is evolving into mainstream
convention; fastest, cheapest and most effective way to
reach your target audience.”
The Mobile Landscape
Why Mobile Marketing? Business Dependence
1.0

82. Mobile Marketing
“Eventually, Starbucks’ customers
will be able to order and pay for
drinks via their smartphone
before they enter a store.”
The Mobile Landscape
Why Mobile Marketing? Business Dependence
1.0

83. Mobile Marketing
Immediacy
63% of mobile search-triggered
actions happen within one hour of initial search.
55% for purchase conversions (google)
Simplicity
40% will abandon a mobile website
if it takes more than 3 seconds to load
Context
Know user expectations and
actions. Study data
The Mobile Landscape
How to master mobile marketing
1.0