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Mobile Marketing
 

Mobile Marketing

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2010 Has been nicknamed "The Year of Mobile." Here is a basic overview of what mobile marketing means, the different tools that are accessible to us, some stats on mobile usage and some different ...

2010 Has been nicknamed "The Year of Mobile." Here is a basic overview of what mobile marketing means, the different tools that are accessible to us, some stats on mobile usage and some different examples.

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  • It isn’t your ad plastered on a truck - although maybe it was considered to be that way a long time ago.
  • It’s really simple - it’s using the cell phone as an advertising channel.
  • Cell phones have become an integral part of our lives. You take it everywhere. You’re obsessed with it - you freak out when you forget it.
  • For many, it’s also their computer, TV and radio. But one thing is consistent - it’s personal. It belongs to you and only you, which makes highly personalizing messages easy for marketers.
  • A lot of industry experts are saying that 2010 is the year of mobile.
  • All together, Gartner estimates 172 million smartphones were sold last year, up 24 percent. In contrast, total mobile phone sales were flat at 1.2 billion. Smartphones represented 14 percent of total mobile handset sales last year, up from 11 percent in 2008. The iPhone, for all of its growth, made up only 2 percent of all mobile phone sales last year.
  • - 30.8% of smartphone users accessed social networking sites via their mobile browser in January 2010, up 8.3 points from 22.5% one year ago. - Twitter, which has experienced tremendous growth in both mobile and PC-based visitation, attracted 4.7 million mobile users in January, up 347% versus year ago. These figures do not include access of the social networking services by the nearly 6 million mobile phone owners who do so exclusively through mobile applications. - A total of 234 million people age 13 and older in the U.S. used mobile devices by the end of Q4 2009. Americans are spending an average of 2.7 hours on the mobile Internet, connecting socially, managing their personal finances, and even as a means for advocacy. 91% of mobile phone users go online to socialize compared to only 79% of traditional desktop users. Mobile phone users are 1.6 times more likely to manage finances compared to traditional desktop users. Mobile phone users are 1.4 times more likely than traditional desktop users to rally support for a cause. - Consumers To Spend $6.2B On Mobile Apps This Year
  • - Email capability is slightly higher than Smartphone penetration - Black Berry is the number one Smartphone
  • - 30.8% of smartphone users accessed social networking sites via their mobile browser in January 2010, up 8.3 points from 22.5% one year ago. - Twitter, which has experienced tremendous growth in both mobile and PC-based visitation, attracted 4.7 million mobile users in January, up 347% versus year ago. These figures do not include access of the social networking services by the nearly 6 million mobile phone owners who do so exclusively through mobile applications. - A total of 234 million people age 13 and older in the U.S. used mobile devices by the end of Q4 2009. Americans are spending an average of 2.7 hours on the mobile Internet, connecting socially, managing their personal finances, and even as a means for advocacy. 91% of mobile phone users go online to socialize compared to only 79% of traditional desktop users. Mobile phone users are 1.6 times more likely to manage finances compared to traditional desktop users. Mobile phone users are 1.4 times more likely than traditional desktop users to rally support for a cause.
  • The stereotype that suggests the brand comes to the agency and says "I want it all" doesn't work. Agencies need to take a step back and examine the client's marketing mix, rely on analytics, and determine whether the goal will become to produce a direct response channel or a branding campaign. Just like any other marketing plan, you have to know what you are trying to accomplish, who you want to talk to and how you are going to do it, and what the terms of measurement are. It’s just another piece to the integrated marketing pie. This goes for everything from SMS campaigns, to developing a mobile site, mobile couponing, etc.
  • All together, Gartner estimates 172 million smartphones were sold last year, up 24 percent. In contrast, total mobile phone sales were flat at 1.2 billion. Smartphones represented 14 percent of total mobile handset sales last year, up from 11 percent in 2008. The iPhone, for all of its growth, made up only 2 percent of all mobile phone sales last year.
  • 80% 18-34, 64% 35-54 YOs use SMS
  • This is from 2003, when a newspaper in Austria, which was published without press pictures. To get them, you would have to send a text message to a specific number and you would receive the photos directly on your phone in return.
  • Once the campaign is made live, reporting shows you in real time how the campaign is performing You can set a time limit on it, you can serve messages relevant to a certain data set You can have consumers sign up on the web and put in their preferences, letting you learn more about them, and target messages specific to their interests MMS isn’t widely used - right now in the US it’s only carrier specific AMF Pension in Sweden did an MMS campaign where you send them a picture of yourself, and you get one back of you looking 30 years older.
  • 160 characters, you HAVE to include opt-out and link to more info; don’t have to disclose if using Standard messaging rates. You DO if premium rates will be applied (ex: Haiti). Premium rates also require double op-in. You can also co-op SMS - KC Chiefs alert could also say “Sponsored by Dicks....” etc. When complying to best practices, from the application for the short code to the launch of the campaign could take up to 16 weeks, depending on what you want to do. There are companies, like Ruxter here in KC, or iLoop Mobile, that takes care of everything from application to launch for you. Aggregators are the gatekeepers for the carriers. Carriers are very careful when considering the applications because they don’t want to frustrate their subscribers. You do have to submit your marketing materials (they don’t have to be completely final, but need to show what it’s probably going to look like). When implementing an SMS campaign, you have to be upfront about what the subscriber is going to get. And if you do any more, or less, than what you promised, you will be shut down.
  • Challenge: getting retailers to purchase/rent a POS kiosk that can scan specific coupon company’s mobile barcodes.
  • Feature phone have slower processors. Recommendations are that graphics are limited, and file size is no greater than 5K. On mobile phones, you focus on accomplishing a specific task within a very short attention span - search for info, check weather, directions, mobile banking, etc. You are never going to do extensive online shopping, Facebook profile changes, or cleaning out your email.
  • to stimulate outbound and inbound engagement. Many of your email subscribers are accessing social networks on their mobile phones, so they're already tri-messaging. You need to remain ahead of the game to provide the best user experience.
  • A bank in New Zealand launched a system called Pago, which is a technology that allows you to text message money from a cell phone to another. And to promote their service, they turned bus shelters into cash machines. They would broadcast radio spots saying when the bus shelter would distribute money for one hour and all you had to do was to rush to the bus shelter, turn your Bluetooth on and point it towards the bus shelter to download virtual cash. They had 1200 people participating during the first week. Works kind of like PayPal.
  • Google Latitude Google Latitude lets you see your friends on a map, either on your phone or computer. Foursquare and Gowalla let you “check in” to collect points, badges and stamps. It’s sort of a competition between your network. While they are similar, they each have different aspects to them. For instance, Foursquare has the “mayor” component, which helps retain loyal customers. Starting next month, the more than 400 million Facebook users could begin seeing a new kind of status update flow through their news feed: the current locations of their friends.
  • This is specific to Foursquare Joe Sorge, who runs a burger joint in Milwaukee called   AJ Bombers , shot me a   tweet yest erday to tell me about a Foursquare party they had this week that brought a flash mob of   161 Foursquare users to his restaur ant.  They came to earn the highly coveted and elusive Foursquare “  Swarm Badge ” – something you can on ly get when 50 or more Foursquare users check in at the same place at the same time. I hadn’t heard of it, but apparently the promise of this coveted Foursquare badge can really draw a crowd. Foursquare might’ve been last year’s breakout app at SXSW , but it looks like this y ear’s conference had a much more profound impact on the service’s growth. The location based network tweeted earlier this month it’s added “almost 100,000 users” in th e past 10 days. That’s huge number when you consider that the year-old company reported having “over 500,000” users less than a week ago.
  • Placecast is a location-based mobile marketing, advertising and content management service. Think behavioral targeting and geotargeting combined.
  • Black and white barcodes that contain information. How does it work? You take a picture of these tags with the camera of your cell phone and that will trigger an action on your phone. It can open a URL, show you a picture, etc. They can be on billboards, TV spots, magazines, on product packagings, business cards, art galleries/museums can use them.

Mobile Marketing Mobile Marketing Presentation Transcript

  • Mobile Marketing
  •  
  • “ 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 Association, November 2009
  • In English, please. Finding and engaging your target audience while they’re on the go, connecting with them at the right moment or place, at the right time.
  • What “Mobile” Is Not Text
  • What “Mobile” Is YOUR BRAND HERE
  • The “Dream” Medium
    • What three things do you always take with you, wherever you go?
    • Wallet
    • Keys
    • Cell phone
  •  
  • 2010 - The Year of Mobile
  • 2010 - The Year of Mobile
    • Global population - 6.8B
      • 4B mobile phones
      • 1.4B TVs
      • 1B computers
    • United States population - 307M
      • 91% mobile penetration 12/2009 (2000-38%)
      • 22.7% mobile only HHs
      • 2.3T minutes used annually
      • 152.7B monthly, 1.56T annual SMS
  • 2010 - The Year of Mobile Source: TechCrunch Feb. 23, 2010, via Gartner Research
  • 2010 - The Year of Mobile
    • Budgets beginning to earmark dollars for mobile, likely spurred on by the approximate 60% of subscribers who have data plans
  • Smartphones vs. Feature Phones
    • Smartphones have a 17% penetration
      • iPhone has 4% market share
    • 48.9% have unlimited SMS
    • 52% of unlimited data plans
    • 34.5% of Feature Phones have unlimited SMS
    • 11.7% have unlimited data plans
  • Mobile Capabilities
    • 63% of ALL mobile are SMS capable
    • 22% are email capable
  • Social Mobile
    • 55% Women use mobile for social media purposes vs. 45% men (Nielsen)
    • 35-54 most active mobile social users
    • January 2010, Facebook up 112%, Twitter access up 347% from 2009
  • Let’s Go Mobile … Where Do We Start?
  • Going Mobile
    • Objective?
    • Target?
    • Message?
    • Measuring?
  • Mobile Marketing Tools
  • SMS
    • Most widely-used mobile marketing tactic
    • Easy entry point
    • Consumer-initiated
    • Ex: alerts, coupons, customer service
    • Call to action in traditional advertising/marketing
      • Mobile originate - from consumer to platform
      • Mobile terminate - from system to user
  • SMS
  • SMS
    • Instant, trackable, relevant, customizable
  • SMS
    • To get up and running takes about 8-16 weeks
      • Short codes are issued only by Neustar
      • Regulations
    • Minimum investment could be $2K
      • Short codes start at $500/month
  • Mobile Couponing
    • Requires staff training
    • No redemption codes required
    • Target & JCP testing bar codes
    • Mobile coupons are redeemed at 5% to 20%, compared with about 1% for print coupons (Dan Kihanya of Cellfire)
    • Juniper Research 2014 forecast - 1-in-10 mobile users, $6B worldwide
  • Mobile Web
    • A PC site is not a mobile site
      • Feature Phone sites/Landing Pages are simple and work for all phones
      • Smartphone Brand sites are optimized for specific phones
  • Mobile Email
    • Receive messages faster
    • Database building
    • Tri-messaging - optimizing messages for email, social and mobile channels
  • Mobile Apps
    • $6.2B will be spent in 2010
    • Another fairly easy entry point
    • Hype revolves around capabilities
      • 1 OS vs. 50
  • Bluetooth
    • Short-range technology (about 33 feet)
    • Could use to entice people into store as they walk/drive by
    • Seen as intrusive unless it becomes user-initiated
  • Location-based Marketing
    • Definition:
    • An information and entertainment service, accessible with mobile devices through the mobile network and utilizing the ability to make use of the geographical position of the mobile device (Wikipedia).
  • Location-based Marketing
  • Location-based Marketing
  • Location-based Marketing
    • Beyond the apps:
    • Location will be built into the Web all over
      • HTML5
    • Services like Placecast
    • Forecasted to reach $4 billion in spending by 2015 (Borell & Associates via AdAge )
  • QR Codes
    • Quick Response
    • Shown on traditional pieces - print, web, TV
    • Snap a pic, action triggered
    • Requires software or 3rd party app
    • In embryonic stage in U.S.
      • Less than 1% phones
  • Integrated Mobile
  • E!
  • E!