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Mobile Trends and Strategies


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Mobile Trends and Strategies, apps, SMS campaigns, mobile friendly websites, mobile email.

Mobile Trends and Strategies, apps, SMS campaigns, mobile friendly websites, mobile email.

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  • As with most media, it can be used in many ways
  • Rather than jumping to “an app for everything”, there is a progression for most mobile efforts
  • We found the stat that 24% of iPhone users are Hispanic as of Q1 2008, according to Nielsen.  Not even counting iPod Touch, that's a pretty sizable piece of the 45 million iPhones and iPod Touches out there.'s also referenced here, with some additional mobile info.
  • Transcript

    • 1. Mobile Marketing Trends and Strategies
      Charlie N. Browning
    • 2. About Me
      Charlie N. Browning -
      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.
      • 3. International, US Hispanic and Latin America.
      QR code:
      QR-Code Readers:
    • 4. 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:
      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
    • 5. A Few of Our Clients
      Years of experience with hundreds of clients in US and Globally
      From large global enterprises, nonprofits to small businesses
    • 6. Your Customers are mobile:
    • 7. 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.
    • 8. 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
    • 9. 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.
    • 10. 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
    • 11. 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
    • 12. 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
    • 13. 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 data
    • 14. 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. -
      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
    • 15. Why?
      • Handsets/browsers are better
      • 16. More accessible device/service pricing
      • 17. Expectations for information access
      • 18. Growth in all age groups and genders
      • 19. Can be primary computing platform
    • Becoming Mobile:
    • 20. Mobile as Tools
      • Agencies
      • 21. Sales & Marketing teams can:
      • 22. Businesses
      • 23. Product teams
      • 24. Publishers can:
      • 25. Products teams
      • 26. Customer Service and Operations teams can:
    • Digital Evolution
      Don’t just jump into “an app for everything”
      • Advanced apps, platforms
      • 48. Mobile/app content management/integration
      • 49. Geo-location apps
      • 50. Advanced SMS campaigns
      • 51. Promotional apps
      • 52. Fully mobile web &email
      • 53. Social integration
      • 54. Mobile-friendly websites
      • 55. Simple apps
      • 56. Location finding
      • 57. Simple SMScampaigns/events
      • 58. Basic mobile emails
      • 59. Social integration
      • 60. Geo-location claim
      • 61. “Highly functional”apps
      • 62. Secure account access
      • 63. Mobile commerce
      • 64. SMS account integration
      • 65. Websites
      • 66. Ecommerce
      • 67. Email programs
      • 68. Social sharing
    • 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
    • 69. Part of a Whole
      • Mobile efforts don’t exist by themselves, they should be:
      • 70. Integrated with other communications
      • 71. Promoted and advertised
      • 72. Advertising – Display, Paid Search
      • 73. Social media campaigns
      • 74. Websites and microsites
      • 75. Email communications
      • 76. Employee communications
      • 77. Events and point of purchase
      • 78. PR
      • 79. Print
      • 80. App Stores
      Events & Tradeshows
      Mobile site
      Social Media
    • 81. 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
    • 82. Communication Touchpoints
      Mobile Website
      Location Based Networks
    • 83. 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
    • 84. 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.
    • 85. Mobile Impacts: Events and Location Marketing
      • Easy event or location to digital transition
      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:
      “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.
    • 86. 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.
      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.
    • 87. Mobile Impacts: Content
      Content Publishing
      Mobile friendly viewing
      Full iOS or Android apps
      iBooks formats
      Amazon Kindle formats
      Images, audio, video content
      Free promotional teasers
      In-app purchases
      Paid apps or books
    • 88. 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
      Text Alerts
      Mobile apps, including iPad, iPhone, Android, Blackberry and more
      Many of these also have additional options based on interest/topic.
      Advertisers can target these mobile services.
    • 89. 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
    • 90. 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
      Broad reach not limited to specific devices
      Build it once for display anywhere
      Enables users/prospects/customers to interactwith your company on the go
      Slower loading rich media
      No “app” presence on phone
    • 91. Strategies for Mobile Websites
      • There are two main strategies for developing mobile websites
      • 92. Current content management systems and frequency/volume of updates are considerations
      A full version of the site with design changes
      • Connected to current publishing system with styling differences
      A smaller version of the site, with content prioritized for mobile use
      • Separate site and publishing system
      • 93. May also publish to mobile apps too
      Type 1
      Type 2
    • 94. Mobile Website Examples
      Type 1
      Build leads
      Type 1
      Ratings andReviews
    • 95. 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.
    • 96. 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
    • 97. 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
    • 98. SMS (Texting) can be used for a variety of promotional and informational programs including:
      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
    • 99. 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
      • 100. Links to website for info on specials
      • 101. 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
    • 102. Examples: SMS - Text Messaging
      Appointment Confirmations:
      Lead Gen, awareness:
    • 103. 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 @ 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.
    • 104. Apps
      Promotion of business brand, content publishing, gaming, geolocation, audio, video, augmented reality
      Community discussions and sharing
      Rich experience, brandable and PR worthy
      Fast loading of rich media
      Leverage GPS/Location Data
      Store Presence for promotion (iTunes)
      Exposure limited to single platform OR must develop for each platform
    • 105. 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.com
      Sources: Admob Survey Report and
    • 106. Usage of Internet and Apps
    • 107. Cell Phones vs iPhones
    • 108. 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:
    • 109. 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
    • 110. 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
    • 111. 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.
    • 112. Examples: Games & Entertainment
      Games and Entertainment
    • 113. 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.
    • 114. Examples: Book Apps
      Book apps are a low cost way to promote a book and monetize content.
      Free summary to promote book sales
      Emphasize key points with additional content or checklists to up/cross sell author services, or promote next book
      Stand alone ebook/app sales
      Include videos, audio or checklists that sync with website information
      Featured project: NY Times Bestselling Author Tim Koegel and his book “The Exceptional Presenter” with excerpts from his next book
      Sample Chapters
      About Timothy J. Koegel
      Purchase Book
      Becoming an
      Exceptional presenter
      seemsto be a
      Herculean task.
      There’s a lot to
      remember. Say this.
      Move that. Speak up.
      Look at the audience.
      Don’t fidget. You
      leave the meeting
      wondering, Did I
      connect? Was I
      © Copyright 2009
    • 115. 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
      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
      Autumn Run Video
      Photos on the road
      Main Page
    • 116. 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)
    • 117. Examples: Unique Interfaces
    • 118. Examples: Video
    • 119. Examples: Ecommerce
    • 120. Unique News Interfaces
    • 121. Examples: News
      News: Leveraging the landscape of the iPad
    • 122. Or any combination of…
      GPS Enabled
      Promotion and Loyalty
      iPhone Focused
      Books, Book Summaries
      Content Management and Updates
      Competitions with Online Leaderboards
      Kids Entertainment
      iPad Focused
      Games and Puzzles
      Kids Education
      Serial Publications
      Photo & Image Libraries
      Blog Apps
    • 123. 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!")
    • 124. 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!
    • 125. Resources
      Charlie Browning’s Twitter: and site:
      Common Sense site and blog:
      Mobile Marketer Daily:
      Mobile Commerce Daily:
      Mobile Marketing Association:
      NielsenWire Mobile:
      Comscore Mobile:
      Wireless Intelligence:
      Mobile Active:
      Flurry Mobile Analytics Blog:
      Free QR Code Generator:
      How to use QR Codes for Small Business Marketing:
      Latin American Mobile:
    • 126. Thanks for your time!Can we help with your integrated mobile strategy?
      Charlie and the Common Sense Team