Mobile Marketing Overview

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This presentation provides an overview of the mobile marketing landscape, key success factors, and examples of how different mobile tools are used in successful integrated marketing campaigns.

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  • Starbucks Mobile Payment Campaign launched January 2011Added value for loyal customers with easier, faster way to payLoyalty scheme encourages people to receive gold status to get free drinksFree drink every 15 visitsAfter 50 visits they move from Green to Gold Level Extra benefits such as free espresso shots, soy, syrups and whipped cream$110 Million loaded onto Starbucks Cards directly through the mobile app26 million mobile transactions in first year
  • Mobile Marketing Overview

    1. 1. Prepared By:Gabriela YungAzarakhsh Damood
    2. 2. AGENDA▷  Definition▷  Mobile Landscape▷  Mobile Marketing Tools▷  Success Criteria▷  A Few Examples▷  Future Trends▷  GAME ON! #smmInteract
    3. 3. DEFINITION “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.”#smmInteract
    4. 4. THE MOBILE LANDSCAPE: STATS 5.9 1.2 Billion Billion Mobile Mobile Web Subscribers Users 61.3 2014 Percentage The Year Mobile Growth of Web Usage Will Smartphone Overtake Desktop Web Usage#smmInteract
    5. 5. THE MOBILE LANDSCAPE: CONTENT USAGE 74% Sent Text Message 48% Used Downloaded Apps 48% Used Browser Accessed Social Networking 35% Site / Blog 31% Played Games Listened to Music 24% Source: comScore MobiLens, Dec 2011#smmInteract
    6. 6. MOBILE LANDSCAPE: MOBILE WEB VS. APP ▷  Popularity ▷  Price ▷  More time spent on mobile apps than mobile web browsing#smmInteract
    7. 7. WHAT DOES THIS MEAN FOR MARKETERS? ▷  Third screen = First screen ▷  Personal tool ▷  Targeted channel ▷  Ad Spend Source: Flurry Analytics, comScore, 2011#smmInteract
    8. 8. MOBILE MARKETING TOOLS#smmInteract
    9. 9. MOBILE MARKETING TOOLS ▷  Mobile ad#smmInteract
    10. 10. MOBILE MARKETING TOOLS ▷  Mobile ad ▷  Mobile game#smmInteract
    11. 11. MOBILE MARKETING TOOLS ▷  Mobile ad ▷  Mobile game ▷  Mobile payment#smmInteract
    12. 12. MOBILE MARKETING TOOLS ▷  Mobile ad ▷  Mobile game ▷  Mobile payment ▷  2-D barcodes#smmInteract
    13. 13. MOBILE MARKETING TOOLS ▷  Mobile ad ▷  Mobile game ▷  Mobile payment ▷  2-D barcodes ▷  Location based#smmInteract
    14. 14. MOBILE MARKETING TOOLS ▷  Mobile ad ▷  Mobile game ▷  Mobile payment ▷  2-D barcodes ▷  Location based ▷  SMS/MMS#smmInteract
    15. 15. MOBILE MARKETING TOOLS ▷  Mobile ad ▷  Mobile game ▷  Mobile payment ▷  2-D barcodes ▷  Location based ▷  SMS/MMS ▷  Bluetooth#smmInteract
    16. 16. SUCCESS CRITERIA ▷  Achieve Marketing Objective ▷  Choice, Control, Consideration ▷  Privacy Concerns ▷  Integrative Campaign ▷  Mobile Site ▷  User-friendly (search terms, call to action, mobile capability)#smmInteract
    17. 17. INTERCONTINENTAL HOTELS GROUP “Book a room. Whenever. Wherever.” ▷  Objective: Reach on the move and last minute customers ▷  Tools: Google AdWords mobile ads, mobile web, app ▷  Results: Monthly traffic from mobile +20% (Revenue +91%) ▷  $10 million a month in mobile revenue in 2011 ▷  65% of app downloaders become guests same day#smmInteract
    18. 18. HEINEKEN STAR PLAYER UEFA Champions League ▷  Objective: Brand engagement ▷  Tools: iPhone app, Facebook connect ▷  Results: Full 90 minutes of brand engagement ▷  Social and interactive TV watching ▷  League of friends, post results to Facebook ▷  Excitement of anticipation = power of participation#smmInteract
    19. 19. HENNESSY KAWS CAMPAIGN 2011 collaboration with NY based artist Kaws ▷  Objective: Brand awareness and engagement ▷  Tools: 2-D barcode (QR code), mobile web, SMS ▷  Results: 1.3 Milion scans of QR code ▷  Sold 420,000 limited edition bottles ▷  1.3 Milion scans of QR code ▷  SMS for prizes, VIP status#smmInteract
    20. 20. AJ BOMBERS FOURSQUARE PARTY First swarm badge in the Midwest ▷  Objective: Draw crowds to restaurant ▷  Tools: Mobile app (Foursquare) ▷  Results: Flashmob party - 161 customers in one day ▷  Word of mouth on Facebook and Twitter ▷  Top three customers Royalty Loyalty menu#smmInteract
    21. 21. STARBUCKS MOBILE PAYMENT Campaign launched January 2011 ▷  Objective: Customer loyalty ▷  Tools: Mobile App, 2-D barcode ▷  Results: 26 million mobile transactions in first year ▷  Value add to customers with time savings and free perks ▷  $110 Million loaded onto directly through the mobile app#smmInteract
    22. 22. FUTURE TRENDS ▷  Location-Based ▷  Mobile Search ▷  Mobile Commerce ▷  Social Networking ▷  Object recognition ▷  Augmented Reality#smmInteract
    23. 23. WHO WANTS TO PLAY?1.  Download the SCVNGR app for iPhone and Android2.  Find Schulich Social Media Class under Places or Treks3.  Play via SMS by texting SCHULICH to SCVNGR (728647)4.  Complete 10 death defying challenges to earn points5.  Winner with most points at end of next class gets to remember their school days in style with a brand new 2012 SCHULICH YEAR BOOK!
    24. 24. THANK YOU! QUESTIONS? #smmInteracthttp://pinterest.com/azarakhsh/mobile-marketing/

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