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How To Develop Smart Mobile Marketing Strategies
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How To Develop Smart Mobile Marketing Strategies


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  • I’m not here to talk about ‘what is mobile marketing’. Instead, my hope is to leave you with a solid approach to developing mobile marketing strategies that will ultimately help you create meaningful connections with your customers.
  • We all remember this yes?But then something called social media popped up several years ago which fundamentally changed the way we view the marketing funnel.Your customer interaction should not and CANNOT end with a sale.
  • Successful businesses strive to align their marketing initiatives from awareness to ultimately building their pool of brand advocates.That’s why it’s imperative that companies evaluate how their customers use mobile technologies across their entire life and brand process. Structure a mobile strategy based on the customer life process – not just on features and functions of the phone or ‘what’s new’ in mobile advertising.
  • In – App advertising.Mobi AdvertisingMobile Websites – you don’t have to pay an arm & a leg – think responsive design.Mobile Apps that provide content on the go.Expect paid media to fuel this first phaseKey – ensure you have a solid mobile presence, or at minimum that your product/service is readily available on a mobile or connected device
  • Ask yourself – how do we authentically engage with our consumers on a mobile device?What value can we bring to our customers?How does engagement bring them closer to intent to buy or support?
  • Mobile AppsQR/2D Codes Use QR codes to help prospects with their purchasing decisions. Extend experiences not just push content.QR – Calvin Klein experienceSMS / Text Allow consumers to opt-in to receiving information on deals, product info and more Augmented Reality – use your phone to layer on additional info – real estate cos in NA are doing this often. Use an AR app in front of a for sale sign and get a slew of additional information about the property – right from your phone.Tie into Social -
  • Intent is pivotal as it’s the closest point to purchase or trial.Think ‘how can we reach our consumer at the exact time they are thinking about you?”
  • LCBO - QR code presents the consumer with cocktail recipes – not just a link to their siteEmpire – their mobile site let’s you search for movies and purchase tickets all at once.TARGET - Barcode Scanning: Guests can scan product barcodes with their iPhone camera to receive product information (pricing, ratings and reviews, and availability) while at home or shopping in a Target store. They can also add items to a TargetList or gift registry.
  • Now think about your customer. They’ve bought in. How can a mobile experience help to build confidence with your customers? Support on the go. Provide utility.
  • Customer service appsGive ROGERS example – website vs. mobile experience.Reduce support costs by giving information to consumers on handUse a tiered approach: Load up most frequented asked questions firstThen follow up by providing the ability for them to conduct peer to peer supportFinally provide them with direct-to-company support when these avenues have quickly been exhausted
  • The holy grail of marketing, this is the lowest cost –yet highest trusted form of marketingIf loyalty and advocacy are done well, it will organically fuel the top of the marketing funnel.
  • Reward brand ambassadors for their loyalty and increase foot traffic with deals & incentives.MayorshipsLoyalty cards (starbucks)Build coupons into apps etc. or sms database (use empire as an example)Insert foot traffic with check in dealsRewards brand ambassadors
  • If loyalty and advocacy are done well, it will organically fuel the top of the marketing funnel.Your customers have turned into brand ambassadors, increasing awareness of your business or brand through peer-to-peer recommendations.
  • Transcript

    • 1. CREATING SMART MOBILESTRATEGIESBessy Nikolaou / @bessyn
    • 2. We’re Here To Talk AboutPeopleStrategyConnections{mobile is just the channel}
    • 3. Atlantic Canadians & Mobile
    • 4. Mobile Platforms Canadian Smartphone penetration is at 32.8%, which is fourth in the world, behind the United Kingdom, Spain and Italy and just ahead of the US. 30% of all mobile subscribers in Atlantic Canada own a Smartphone Only 20% of mobile users own a connected device (iPod, iPad, Kindle etc)Source: comScore MobiLens June 2011, Total Audience: 13+ yrs old [Age]
    • 5. Top Monthly Mobile Activities 65% send text 35% access 44% use an messages news sites App monthly 49% take photos 30% use or 28% access access email a social network 29% play gamesSource: comScore MobiLens June 2011, Total Audience: 13+ yrs old [Age]
    • 6. Other Activities 17% upload 15% access 10% upload photos to a weather video to web web 20% post a App status update (FB, Twitter) 12% access 7% scan a a map QR codeSource: comScore MobiLens June 2011, Total Audience: 13+ yrs old [Age]
    • 7. Let’s talk strategy
    • 8. Old Marketing Funnel
    • 9. New Marketing “Funnel” Awareness Build your mobile Engagement strategy based on the entire customer Intent experience. Support Loyalty Advocacy
    • 10. New Marketing “Funnel” Awareness Engagement Intent Support Loyalty Advocacy
    • 11. AwarenessFrom advertising tofindable content –expect paid or sharedmedia to fuel this firstphase
    • 12. New Marketing “Funnel” Awareness Engagement Intent Support Loyalty Advocacy
    • 13. EngagementSlapping a QR code onan ad is not a mobilestrategy.
    • 14. New Marketing “Funnel” Awareness Engagement Intent Support Loyalty Advocacy
    • 15. IntentHow do you become relevant at the point of consideration?
    • 16. New Marketing “Funnel” Awareness Engagement Intent Support Loyalty Advocacy
    • 17. SupportA great app and site grants a wish – it does a few things really well and that’s all.
    • 18. New Marketing “Funnel” Awareness Engagement Intent Support Loyalty Advocacy
    • 19. Loyalty AdvocacyAdvocatesproduce the mostcompellingmarketing of yourbrand.
    • 20. Full Circle Awareness Well crafted mobile Engagement experiences will organically fuel the Intent top of the marketing funnel. Support Loyalty Advocacy
    • 21. Summary {POST}People Know your audience and their mindset when using their mobile device Understand how mobile fits into their everyday livesObjectives Define how mobile ties back to your overall business and marketing objectivesStrategy Build your mobile strategy based on the entire customer experience Always strive to build loyalty and advocacy to further fuel the top of your marketing funnelTactics That’s the easy part!
    • 22. The End. Thank You!Bessy