Aquent/AMA Webcast: Keep it Short and Useful: Mobile Marketing that Fits into Customers Lives and Delivers Value

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In this webcast Chi Modu of Diverse Insights and DiDigital.net gives practical advice on… …

In this webcast Chi Modu of Diverse Insights and DiDigital.net gives practical advice on…

· The most effective mobile tools
· How to move consumers from the mobile channel to action
· Mobile Web vs. Mobile applications
· How to effectively engage the consumer in conversation
· User acquisition, retention and monetization
· Consumer concerns and overview of privacy considerations

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  • 1. Keep it Short and Useful: Mobile Marketing that Fits into Customers Lives and Delivers Value
    In this webcast Chi Modu of Diverse Insights and DiDigital.net gives practical advice on…
     
    ·      The most effective mobile tools
    ·      How to move consumers from the mobile channel to action
    ·      Mobile Web vs. Mobile applications
    ·      How to effectively engage the consumer in conversation
    ·      User acquisition, retention and monetization
    ·      Consumer concerns and overview of privacy considerations
     
       
  • 2. Keep it Short and Useful:Mobile Marketing that Seamlessly Fitsinto Customers’ Lives and Delivers Value
    MODERATOR:Alli LibbAmerican Marketing AssociationSPONSOR:Aquent: aquent.com
    SPEAKER:Chi Modu, Founder Chief Transformation Officer
    diverseinsights.comdidigital.net
  • 3. Mobilemo•bile - Being able to move or be moved freely or easily
    diverse insights
  • 4. Brands Must Align With Current Information Access Points
    diverse insights
  • 5. What We’ll Cover:
    • Advantages of mobile vs. non-mobile marketing
    • 6. The parts of the mobile equation
    • 7. The surprisingly most effective of all the mobile tools
    • 8. How to effectively engage the consumer in conversation
    • 9. How to move consumers to action
    • 10. Consumer concerns and privacy overview
    • 11. Case studies
    diverse insights
  • 12. Advantages of Mobile vs.Non-Mobile Marketing
    • Omnipresence
    • 13. Reduced targeting errors
    • 14. Improved data management
    • 15. Always on and always aware
    • 16. Location awareness
    • 17. Intimate platform
    diverse insights
  • 18. A Few Stats:
    • Over 50% of global population pays to use mobile device
    • 19. 75% of US population or 232 million users of mobile phones
    • 20. Mobile banking to double to 400 million people by 2013
    Source: International Telecommunications Union, an agency of the United Nations
    Source: Pew Internet Research
    Source: Juniper Research
    diverse insights
  • 21. Consolidation of Devices
    Address bookAudio recorderCalendarCameraGame DeviceGPSLaptop
    Music player
    Note padRemote controlTelephone
    Television
    Wallet
    =
    Mobile Device
    diverse insights
  • 22. Five Parts of the Mobile Equation
    • Applications for smart phones (phones with internet access)
    • Mobile web m.yourbrand.com vs. yourname.mobi or sites built with mode of access detection capability
    • SMS (short message service) Short code marketing and texting
    • Kindle, iPad, etc. Content access devices with added functionality
    • Location based services Foursquare, Gowalla, and more
    diverse insights
  • 23. What Does All of This Mean?
    diverse insights
  • 24. diverse insights
  • 25. Societal and Behavioral Shifts
    • Smart info consumption
    • 26. Control of when/where and how to consume
    • 27. Increase of tasks in shorter time frame: e.g. 31 to 24 hours
    • 28. User-generated content more the norm
    • • •
    Source: OTX - US Think Tank
    diverse insights
  • 29. What is the Most Effective of All Mobile Tools?
    diverse insights
  • 30. diverse insights
    The Most Effective Tool is the One That Your Customer is Most Familiar With
    diverse insights
  • 31. When Integrating Mobile
    • Create or refine your overall brand strategy
    • 32. Create a mobile plan and implementation course that is informed by your brand strategy and position
    • 33. Research and study your customers’ mobile behavior and information consumption preferences
    • 34. Understand what your customers (and prospects) expect from your brand
    • • •
    diverse insights
  • 35. Moving the Customer from One Channel to Next:
    Seamlessly integrate mobile CTAs (calls-to-action) with your non-mobile marketing
    diverse insights
  • 36. Integrate and Leverage All Components of the Mobile Mix to Connect with Your Non-Mobile Marketing Efforts
    • Applications
    • Mobile web
    • SMS (Texting/Short Message Service)
    • Kindle, iPad…
    • Dynamic/location-based engagement
    diverse insights
  • 37. diverse insights
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    diverse insights
  • 41. How do you best engage yourcustomer in conversation?
    diverse insights
  • 42. Five Parts of the Mobile Equation
    • Applications for smart phones (phones with internet access)
    • Mobile web m.yourbrand.com vs. yourname.mobi or sites built with mode of access detection capability
    • SMS (short message service) Short code marketing and texting
    • Kindle, iPad, etc. Content access devices with added functionality
    • Location based services Foursquare, Gowalla, and more
    diverse insights
  • 43. Taste Tests Still Work
    VS.
    diverse insights
  • 44. diverse insights
  • 45. Thin Line Between “Spooky,” “Creepy” and Annoying
    diverse insights
  • 46. Case Studies…
    diverse insights
  • 47. Bowery Mission of NYC
    Goal:To be the most effective provider of compassionate care and life transformation for hurting people in New York City.Established in 1879
    diverse insights
  • 48. Bowery Mission of NYC - Pro Bono Project
    Challenge:
    To raise awareness of the plight of the homeless and hungry in New York City and increase donations
    Strategy:Approach the age-old problem of hunger and
    homelessness with a 21st century solution.Creative use of SMS that included facts, trivia, words of inspiration along with Bowery’s services for users of the services, donors and prospects.
    Result:Increased awareness of the Bowery’s MissionBonus:Selected Best of Non-Profit, 2009, by Mobile Marketer
    diverse insights
  • 49. diverse insights
    diverse insights
  • 50. General Mills: Wheaties Fuel
    diverse insights
  • 51. General Mills: Wheaties Fuel
    Challenge:
    Create a mobile campaign to support the new Wheaties Fuel to help reinvigorate and modernize the Wheaties brand
    Strategy/ResultCreated next generation SMS campaign integrated with offline, television, and print promotions in partnership with Men’s Health Magazine.
    Bonus:Selected among top 10 campaigns of, 2009, by Mobile Marketer
    diverse insights
  • 52. diverse insights
    diverse insights
  • 53. Thank You!
    Get in touch:
    chi@diverseinsights.com
    Keep it Short and Useful:Mobile Marketing that Seamlessly Fitsinto Customers’ Lives and Delivers Value
    MODERATOR:Alli LibbAmerican Marketing AssociationSPONSOR:Aquent: aquent.com
    SPEAKER:Chi Modu, Founder Chief Transformation Officer
    diverseinsights.comdidigital.net