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Mobile for Integrated Marketing

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Many marketers mistakenly silo their mobile efforts as they would with email, direct mail and broadcast advertising. Mobile efforts rarely work well on their own. …

Many marketers mistakenly silo their mobile efforts as they would with email, direct mail and broadcast advertising. Mobile efforts rarely work well on their own.

Unlike other tools in the marketing mix, mobile easily and effectively meshes with any communications efforts. This utility provides marketers with greater opportunities to engage prospects, track efficacy and increase ROI of both traditional and interactive marketing initiatives.

This presentation will provide attendees with insights on mobile marketing integration, real-life examples and tips on use mobile to bind your marketing mix together.

Published in Business , Technology
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Transcript

  • 1. 1
  • 2. 2
  • 3. 3
  • 4. Data has driven marketing decisions for decades…from the disconnected 1980s…   4
  • 5. To the early stages of data warehousing in the 1990s… 5
  • 6. To the rise of CRMs in the 2000s. 6
  • 7. But despite all of this grand technology, traditional efforts like advertising and direct  response were largely disconnect from interactive efforts…until the rise of mobile. 7
  • 8. Truth is that most marketing groups are still not there. In fact, Google estimates that  over 75 percent of the largest brands are still not effectively integrating mobile  effectively. 8
  • 9. And that has lasting impact. 9
  • 10. 10
  • 11. Most broadcast media fails to drive consumers to their web sites…and those few who  do don’t effectively tie in analytics to track their efforts. 11
  • 12. The same can be said of print media efforts. 12
  • 13. So why mobile? Mobile provides the G.L.U.E. to truly integrate all of your marketing  efforts. 13
  • 14. What are the trends driving this? 14
  • 15. Don’t believe me? Check out these four examples: 15
  • 16. I hear a lot of frustrated marketers saying “mobile doesn’t work.” That often means  “QR codes don’t work.” My response? Bullshit, most QR codes fail because the  payout doesn’t provide incentive. Taco Bell understood this and delivered unique  content…and their foresight was well rewarded. 16
  • 17. I also hear that “text messaging didn’t work for us.” Bullshit. Senator Cruz understood  that mobile can capture people at a high point of passion. He used it to build one of  the most valuable lists of conservative activists. 17
  • 18. There’s also a lot of resistance to testing “emerging” technologies. It’s time for  marketers to explore NFC and other mobile technologies across within traditional  media. Take a lesson from a small organization like Rock‐the‐Vote. A little trial and  error will generate significant results. 18
  • 19. And let’s be honest, most mobile apps are complete vanity‐driven crap. Brands need  to take a user, not management‐focused approach to drive value and conversions. A  fine example are those devious little cookie‐pushers, the Girl Scouts. You should not  download this app if you’ve 12‐stepped your Thin Mints addiction. 19
  • 20. And what’s possible when all of your efforts are truly integrated? How about this  example of mobile magic from a small shoe retailer based in Guatemala? (Smart  marketers should look to the developing world for great ideas.) 20
  • 21. So what if you’re part of that 75% that Google mentioned? What should you do next? 21
  • 22. Focus on the basics first, like making your web site mobile friendly. 22
  • 23. Thanks you for your time. You can download a complete version of this presentation  by texting INTEGR8 to the number 75309. 23