Mobile Marketing Trends and Strategies Charlie N. Browning www.GetCS.com/Oro www.FromDoppler.com www.CharlieNB.com
About Me Charlie N. Browning - www.CharlieNB.com Digital Marketing: Mobile, Social, Products, Web Marketing strategist with a bias towards integration and action, with experience in all aspects of marketing, from strategy to execution. Recent focus on mobile and social integrations.
Delivering powerful and diverse digital marketing solutions to many organizations since 1994 including Dell, HP, 3M, KCI Medical, Caterpillar startups and non-profits.
QR code: www.CharlieNB.com QR-Code Readers: http://ht.ly/2w0la
About Common Sense An independent international communication technology company Ever-evolving and up to date technology capabilities Mobile – Websites, Apps, SMS, Location Web – Content Management, Ecommerce IT – Custom Software, Sharepoint, CRM, Reporting Email Marketing en Español: www.FromDoppler.com We operate with a bias for integration, strong strategy, brand experience, measurement and return Focused on excellent customer service, strong but flexible processes and clear communications Hispanic and multi-lingual experience
In Texas and Argentina, 7 other LatAm countries
Founded in 2006, experienced team of over 60 people Enterprise Program Member
A Few of Our Clients Years of experience with hundreds of clients in US and Globally From large global enterprises, nonprofits to small businesses
Mobile is Growing Mobile is growing faster than the internet did, with more internet users on mobile than desktop in LESS THAN 5 years. US has over 290 million wireless subscribers, that’s over 90% of the population. Mobile penetration in the Americas is approximately 88%.There are 7.4 million mobile phones in El Salvador. Population is 6.7 million. http://www.morganstanley.com/institutional/techresearch/mobile_internet_report122009.html http://www.gartner.com/it/page.jsp?id=1372013 http://www.pewinternet.org/Reports/2009/12-Wireless-Internet-Use.aspx
Mobile vs. Internet 500 Million 190 Million 126 Million 590 Million 115 Million 4.6 Billion 114 Million 400 Thousand 60 Million 2 Million 4 Million 3 Million
Mobile Internet: Growing Faster – Larger Global handset sales will grow to 1.3 billion units in 2010. Smartphones will experience 20% annual growth over the next six years. More smartphones will ship than PCs in less than 2 years. The United States smart phone market grew 41% year on year. http://www.canalys.com/pr/2010/r2010081.html
Mobile is Widespread 40% of US mobile Web users now browse the internet more on their phone than PC. 65 million mobile subscribers in the US now regularly browse the mobile Web. Mobile web has up to 57 million unique visitors per month, growing http://www.comscore.com/Press_Events/Press_Releases/2010/4/comScore_Reports_February_2010_U.S._Mobile_Subscriber_Market_Share http://www.ctia.org/advocacy/research/index.cfm/AID/10323 http://www.pewinternet.org/Reports/2009/12-Wireless-Internet-Use.aspx
Latin America There are 7.4 million mobile phones in El Salvador. Mobile penetration in Latin America and the Caribbean was approximately 80% in early 2009, well above the world average, about 58%. With 458 million people owning a mobile phone in early 2009, Latin America and the Caribbean holds approximately 12% of the world’s 3.97 billion mobile subscribers https://www.budde.com.au/Research/Latin-America-Mobile-Market-Overview-Statistics.html
Mobile Use People use: Mobile - 5,840 hours per year PC - 2,920 hours per year TV (US) - 1,865 hours per year People carry their phones16 hours a day Top Mobile Activities: Games, Email, Social http://blog.nielsen.com/nielsenwire/online_mobile/what-americans-do-online-social-media-and-games-dominate-activity/
SMS - Texting Reach: 95% of all mobile phones are text enabled Usage: The average mobile subscriber send/receives more text messages than voice calls Immediacy: 94% of text messages sent are opened and in 9 minutes or less www.Txt4CRM.com data
Mobile Commerce & Couponing 20% of mobile phone owners used their phones for mobile commerce today; by 2011, it will be 25%. - Mobile Marketer M-commerce sales in the US will be $2.42 billion in 2010 - Coda Research Mobile e-commerce revenue will increase 65% per year by 2015. - MarketResearch.com By 2015, M-commerce sales will skyrocket to $23.8 billion, representing 8.5% of all e-commerce revenues in the country. - Coda Research Mobile coupons will generate $6 billion in global redemption values by 2014. - Juniper Mobile coupon redemption rates often exceed 50 percent, while paper coupons typically have a redemption rate of only 0.2 percent to 2 percent. - Exposure2
Starting The GOAL of any mobile effort is to make it EASY for people to find you and participate! Anticipate and be Consistent: Needs, Confusion, Tech issues with Devices and Software. Naming, Usability. Be Guessable, help Fix Issues: Can they guess and find it? Help them recover from errors. Introduce, Educate and Promote: Show basics, explain in simple steps, cross promote in EVERY other channel you have. Measure and Improve: What they use, where they enter and leave, where they are before/after
Advertising Apps Events & Tradeshows Mobile site Website Email Social Media Facebook
Analytics Feed Insights An integrated approach to Analytics can measure email, web, mobile web, SMS campaigns, social media links, app usage and the traffic between them. Analytics can show exactly how your mobile application and other properties are used, so you can continually improve content, targeting and functionality Track nearly any action, anywhere in your communications tree
Communication Touchpoints Apps Mobile Website Location Based Networks SMS/Texting
Mobile Impacts: Print Promote mobile apps, social media, mobile web on your printed materials
Easy print to digital transition
Print QR codes or Tags with contact info, websites, product info Can show: URL, Phone numbers, contact Vcard, Text strings/Coupons
Example: Target Target has expanded it’s MyTargetWeekly newspaper inserts to mobile and social: Mobile web, SMS, iPhone app, Facebook and MyYahoo Target has 1,743 stores in 49 states that sell everything from toothbrushes to apparel and furniture. It is the nation’s second largest mass merchandiser, after Wal-Mart Stores Inc.http://www.mobilecommercedaily.com/target-takes-weekly-newspaper-ad-mobile/
Print QR codes/Tags with contact info on materials Can show: URL, Phone numbers, contact Vcard, Text strings/Coupons Geolocation check-ins, games or special badges, coupons or contests Announce SMS “text to win” contests, subscribe to news or info QR-Code Readers:http://ht.ly/2w0la “Text GETCSto 41411 to WIN!” Foursquare uses your phone’s GPS to give you and friends ways to explore your city. Earn points and unlock badges for discovering new things. www.FourSquare.com
Example: Pizza Hut Pizza Hut: Mobile to account for 50 percent of future orders SMS and Mobile Web: In 2009, the company was one of the first pizza chains to offer both SMS and mobile Web ordering options.
The “Total Mobile Access” service let users text an order to the short code 749488.
Foursquare: Pizza Hut is launching a national promotion with location-based service Foursquare to reward the “mayor” of each restaurant with a free single order of breadsticks iPhone Apps:
After being live in the App Store for three months, the Pizza Hut application for Apple’s iPhone and iPod touch has surpassed $1 million in sales.
Pizza Hut operates more than 10,000 restaurants in more than 90 countries.http://www.mobilecommercedaily.com/pizza-hut-iphone-app-generates-1m-in-sales/ http://www.mobilemarketer.com/cms/news/advertising/7051.htmlhttp://www.mobilecommercedaily.com/pizza-hut-exec-claims-mobile-accounts-for-50-percent-of-orders/
Mobile Impacts: Content Content Publishing Mobile friendly viewing Full iOS or Android apps iBooks formats Amazon Kindle formats Images, audio, video content Strategies Free promotional teasers In-app purchases Paid apps or books Subscriptions
Example: New York Times The New York Times has versions of it’s content available by many different media, basic content for free, additional for fee. Mobile website http://www.nytimes.com/services/mobile/web/ Text Alerts http://www.nytimes.com/services/mobile/alerts/ Mobile apps, including iPad, iPhone, Android, Blackberry and more http://www.nytimes.com/services/mobile/apps/ Many of these also have additional options based on interest/topic. Advertisers can target these mobile services.
Mobile Impacts: Email One of the top uses of smartphones is email Emails need mobile-friendly format, offer options for viewing Offer a web version in the mail, then detect if user is on a mobile device and then show mobile web-friendly version Other email uses: Coupons usable on device,discounts Promote mobile apps, socialmedia, mobile web
Mobile Impacts: Websites Mobile websites are becoming more expected and needed to connect with customers as they prefer Prioritized for “on the go” users Mobile friendly viewing, focused content, contacts,maps, app download Pros Broad reach not limited to specific devices Build it once for display anywhere Enables users/prospects/customers to interactwith your company on the go Cons Slower loading rich media No “app” presence on phone
Mobile Website Examples Type 1 Build leads Type 1 Ratings andReviews
Example: Ford en Español Mobile Website Ford’s Spanish language mobile site gets as much traffic as the English language version. The automaker decided to target the Hispanic community with a translated mobile site after seeing evidence that the demographic over-indexed against the general market for mobile use. http://M.FordEnEspanol.com http://www.mobilemarketer.com/cms/news/content/7197.html
What NOT to do Websites designed for desktop computers Don’t make users zoom in manually Don’t use same font sizes and images as desktop versions Have menu systems and rollovers that don’t work with touch Don’t provide key information ONLY in flash
Mobile Impacts: Social Media Social media is one of the largest time spent on mobile devices Optimize for sharing and linking on Facebook, Twitter and other networks Mobile-friendly content, easy sharing, commenting “Follow/Liking”, geolocation games, app promotion/integration
SMS (Texting) can be used for a variety of promotional and informational programs including: Coupons Store locators Regular PR and company news, urgent updates Support status, product availability, shipping notifications Contest entries, Loyalty programs, Voting and Polling Email newsletter subscriptions Lead generation, contact requests and info Events, connect to new prospects or subscribers Appointment reminders and confirmations Shared shortcodes are available at low cost, custom shortcodes are secure and more extensible Mobile: SMS
Examples: Restaurants or Retail 1. Advertise the program and build your list.
Put it on signs in store, website, emails, social media, menus.
“Text McDonalds to 55555 get specials and coupons!” 2. Send weekly or monthly specials
Mobile coupons that can be redeemed by showing the phone at the register
Links to Facebook page to drive “Likes” and get coupons
Examples: Contests Customer Texts in Code Select winner Add ongoing subscribers Send to mobile site for more info
Examples: SMS - Text Messaging Contests: Contests: Appointment Confirmations: Lead Gen, awareness:
Example: Coca-Cola & Rogers Telecom Loyalty Programs via SMS/MMS “This bottle gets you $0.75 off your Rogers Wireless bill. Get PIN under cap & text to 42653 to redeem or get 1,000 iCoke Points @ iCoke.ca. Max 10 discounts/customer/week.” Consumers are asked to text in pictures from their Rogers mobile phone to the short code 42653 to win a BlackBerry Pearl 9100 smartphone plus a $100 Rogers gift card. http://www.mobilemarketer.com/cms/news/database-crm/6882.html
Apps Promotion of business brand, content publishing, gaming, geolocation, audio, video, augmented reality Community discussions and sharing Pros Rich experience, brandable and PR worthy Fast loading of rich media Leverage GPS/Location Data Store Presence for promotion (iTunes) Cons Exposure limited to single platform OR must develop for each platform
Apple Platform Numbers How many iOS devices are there? Over 100 million units worldwide - iPads, iPhones and iPod Touches 77 countries, approximately 50% are in the U.S. How many iPads? Over 3 million in less than 3 months. How many apps? How many downloads? Over 400,000 Over 4 billion, 350 downloads per second Purchasing Apps? 130 million accounts with credit cards Average user downloads 8-12 apps per month Half of users buy apps each month, nearly 30% buy up to 10 per month Enthusiasm for iPhone? Highest user satisfaction ratings of any smart phone in multiple studies Source: Apple and industry estimates NeilsenOnline and Hitwise, as of Q1 2008CFI Group Smartphone Satisfaction Survey at: www.cfigroup.comhttp://www.marketingcharts.com/direct/iphone-3g-buzzing-nielsen-online-hitwise-issue-stats-5233/ Sources: Admob http://metrics.admob.com Survey Report and http://gigaom.com/2009/08/27/how-big-is-apple-iphone-app-economy-the-answer-might-surprise-you/
Apple platform has the lead By Quantity of apps: By app development starts: Over 400,000 apps Plus 13 million songs, 3,000 TV shows, 2,500 movies Over 40,000 apps By Brands: http://www.msnbc.msn.com/id/35226302/ns/technology_and_science-tech_and_gadgets/
Examples: Branded Loyalty Apps Giving customers another way to engage with a brand, find physical locations, coupons and community interactions Show company, product information, ordering information and functionality Share and rate content such as recipes, opinions, articles, videos, audio casts, photos, etc. Build email lists, viral nature of apps encourages spread among friends Promote via other digital and mobile channels
Examples: Blog, Website Apps Connect with users via a content focused branded app Import existing blog feed, Twitter and Facebook in real time, driving traffic, awareness and engagement Add a portfolio of example work or product information, case studies, video reels, video podcasts, audio podcasts Share news, staff announcements and client work Build email lists, sales leads, SMS lists Can be published in conjunction with a mobile-friendly microsite for non-app users
Examples: Promotional Game Apps Small branded games can help connect with customers and keep them engaged with your brand Simple games like wordsearch, catch the can, shape-matching, frogger, soccer, tennis, etc.
Examples: Games & Entertainment Games and Entertainment 48
Examples: Business Productivity and Reporting For an increasingly mobile workforce, the ability to access critical business data on the go is very important. Real-time updates, secure data, VPN, remote and local wiping capabilities, and company-only distribution. Ability to integrate with enterprise reporting suites, SharePoint, MS Excel charting and more. Assistance with deploying Office apps for Word, Excel and PowerPoint docs. Ability to update status and forms, edit and enter customer data, new leads or action items.
Examples: Radio, Music and Band Apps The personal nature of music on iPhones and iPods makes for a great app strategy. Include music samples or full versions, videos, photos and news Promote tour dates and local shows Options: Paid app with licensed MP3s, videos, “liner notes” and a rich experience Free app to promote concerts Include blog postings and updates from the band - Listen to our music - - Watch videos - - Touring Dates - - About Fatty Monk - Autumn Run Shifting Gears Lessons Learned Pryor Years Memory Autumn Run Video Photos on the road Main Page
Examples: iPad The iPad and tablets are a hybrid of mobile and full size computing Large screen Multiple orientations Touch interfaces Narrower technology support (Flash)
Examples: News News: Leveraging the landscape of the iPad
Or any combination of… Databases GPS Enabled Promotion and Loyalty iPhone Focused Books, Book Summaries Content Management and Updates Competitions with Online Leaderboards Kids Entertainment iPad Focused Education Videos Games and Puzzles Kids Education Serial Publications Photo & Image Libraries Blog Apps
Location Based Networks Location Based Networks: Mobile coupons, “mayor” of your locations (FourSquare, Gowalla, Yelp, etc.) Checkin status connected to social media, sharing and promotion Rate and review companies, share photos “Claim” to control location messaging, photos, reviews, comments Mayor Specials: For the user who has checked in the most in the last 60 days) ("Foursquare has deemed you the Mayor? Enjoy a free order of french fries!”) Check-in Specials: unlocked when a user checks in to your venue a certain number of times. ("Foursquare says you've been here 10 times? That's a free drink for you!") Frequency-based Specials: are unlocked every X check-ins. ("Foursquare users get 20% off any entree every 5th check-in!") Wildcard Specials: always unlocked, but your staff has to verify some extra conditions before awarding the Special. ("Show us your foursquare Swarm badge and get a free drink!")
Summary Mobile is large already and growing, consumers expect to interact with your business via mobile High expectations, diverse devices The is a ton of research, organizations and companies that can help with your mobile strategy and executions Look for integration and long term strategy, not just point solutions Review your current marketing and products on popular devices and optimize Explore new ways of communicating with prospects and customers, building loyalty, efficiency and revenues Walk, Crawl, Run, Fly – Don’t try to do it all at once We are here to help!
Resources Charlie Browning’s Twitter: http://www.Twitter.com and site: http://www.CharlieNB.com Common Sense site and blog: http://www.GetCS.com Mobile Marketer Daily: http://www.mobilemarketer.com Mobile Commerce Daily: http://www.mobilecommercedaily.com Mobile Marketing Association: http://mmaglobal.com NielsenWire Mobile: http://blog.nielsen.com/nielsenwire/category/online_mobile/ Comscore Mobile: http://www.comscore.com/Products_Services/Mobile_Media Wireless Intelligence: https://www.wirelessintelligence.com Mobile Active: http://www.mobileactive.org/ Flurry Mobile Analytics Blog: http://blog.flurry.com/ Free QR Code Generator: http://qrcode.kaywa.com/ How to use QR Codes for Small Business Marketing: http://www.openforum.com/idea-hub/topics/technology/article/how-to-use-qr-codes-for-small-business-marketing-jennifer-van-grove Latin American Mobile: https://www.budde.com.au/Research/2008-Latin-America-Telecoms-Mobile-and-Broadband-in-Central-America.htmlhttps://www.budde.com.au/Research/Latin-America-Mobile-Market-Overview-Statistics.html
Thanks for your time!Can we help with your integrated mobile strategy? Charlie and the Common Sense Team Info@GetCS.com www.GetCS.com/Oro www.FromDoppler.com www.CharlieNB.com