360i Mobile Marketing Playbook
Upcoming SlideShare
Loading in...5
×
 

360i Mobile Marketing Playbook

on

  • 3,339 views

 

Statistics

Views

Total Views
3,339
Views on SlideShare
3,339
Embed Views
0

Actions

Likes
7
Downloads
132
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

360i Mobile Marketing Playbook 360i Mobile Marketing Playbook Document Transcript

  • FOREWORD P. 3 ACKNOWLEDGMENTS P. 5 1 OVERVIEW P. 72 PLANNING IN MOBILE MARKETING P. 153 SEARCH P. 204 SMS MARKETING P. 275 ADVERTISING P. 326 SOCIAL MARKETING P. 437 APPLICATIONS P. 518 COMMERCE SHOPPING P. 679 PARTING thoughts P. 80 GLOSSARY P. 84CONTRIBUTOR The Future of Mobile Content & Commerce p.11 by Noah Elkin, Senior Analyst, eMarketer ARTICLES The Nail for Social Media’s Hammer p.48 Interview with Mickey Alam Khan, Editor in Chief, Mobile Marketer How Mobile Marketing Can Fuel Buzz and Engagement for Entertainment Brands p.63 Inverview with Valerie Brown, Director of Consumer Marketing, Bravo Mobile Innovation: What the U.S. Can Learn from Japan p.77 by Naoki Muramatsu, VP, Digital Business Development, Dentsu Holdings USA
  • FOREWORD by BRYAN WIENER CEO, 360 s this the Year of Mobile? For over a decade this Mobile is perhaps one of the most exciting andI proclamation has turned out to be premature, givingmarketers ample reason to be skeptical. The difference revolutionary forms of media to flourish over the last decade, as it builds exponentially on thelooking forward to 2011 is that this is the first time that groundbreaking changes brought on by search andconsumer behavior and mobile platforms have reached social. While the PC Internet is completely divorcedsufficient scale for mobile to move beyond an emerging from the physical world, mobile breaks down thesemedia tactic for mainstream marketers. walls and brings the power of the Internet into the real world in real time.Mobile is finally experiencing its tipping point as oneof the critical components of the digital marketing Imagine you’re in the grocery store, and you can easilylandscape, much like search marketing experienced look up a product’s ingredients, compare the price ofin the early 2000s and social marketing during the products in the aisles with those in neighboring stores,past few years. Nielsen reports that within a year, check other customers’ reviews, and see how popularsmartphone adoption will exceed the adoption of a product is with other shoppers in your area. Thissimpler, feature phones. We’re coming to a point is a vision of our not-too-distant future. If someonewhere the majority of phones – and consumers – will has access to information anytime and anywhere, howhave Internet connectivity wherever they go. does that change the way consumers think about blog.360i.com twitter: @360i 3
  • your brand and the way you have to interact with them Mobile Marketing Playbook is to help marketers:as a marketer? This brings both opportunities and • Work within a framework for establishing a set ofchallenges to existing business practices – much like clear objectives for their mobile marketing strategythe Internet did. • Move beyond the checklist approach with a filter for evaluating the myriad of opportunities within mobileRather than seeing this as a daunting prospect, consider • Think of ways to use mobile to merge online andthat mobile allows consumers to bring their digital lives offline strategies, as a hub that bridges the gapwith them wherever they go. This also means that we no • Encourage a dialogue about what matters inlonger have to silo our marketing efforts; the opportunity mobile now, and what’s ahead for this new andfor cross-channel integration and truly rich multiplatform exciting mediumbrand experiences has never been greater. As always, we welcome comments, critique, debate,The accelerated intersection of mobile, local, social and discussion – you can find us on Twitter (@360i orand commerce across the online and offline worlds @bwiener), Facebook (facebook.360i.com) or on ourmeans things are going to change incredibly quickly. blog (blog.360i.com).That’s why we’ve put together this Playbook – toprovide a foundation and framework for approaching Happy reading,the changes ahead. In 2009, we issued our SocialMarketing Playbook for similar reasons and it received atremendous response with more than 50,000 downloadsto date. We hope that this Mobile Marketing Playbook willbe as valuable for marketers looking to make senseof the current mobile landscape and arm themselves Bryan Wienerfor the innovations ahead. Specifically, the aim of the CEO, 360i4 MOBILE MARKETING PLAYBOOK Foreword
  • ACKNOWLEDGEMENTSSeveral individuals graciously lent their time and talents to the production of the MobileMarketing Playbook. We’d like to take this opportunity to thank them for their contributions.To our featured columnists: Valerie Brown, Eugene Chung, Noah Elkin, Mickey Alam Khan andNaoki Muramatsu – thank you all for sharing your keen insights with us and our readers.Thanks also to the 360i team who wrote, edited, designed and managed this Playbook:Philip Basile, David Berkowitz, Amanda Bird, Brian Blakely, Carleejean Cook,Natan Edelsburg, Laura Frizzell, Jim Gulsen, Lara Hejtmanek, Sarah Hofstetter,Chris Humber, Kolin Kleveno, David Levin, Tanya Nam, Katie Perry, Brett Sanderson,Jesse Shaver, Sarah Sikowitz, Benny Simon, Paul Stadnyk and Chang Yu.And advanced thanks to the readers of this Playbook who are moved to comment, share,critique, tweet, scan, blog or generally discuss the contents herein. We encourage youto reach out and share your thoughts directly with us anytime at editor@360i.com, viafeedback on our blog at blog.360i.com or on Twitter @360i.Share the Mobile Marketing Playbook: twitter facebook del.icio.us digg email blog.360i.com twitter: @360i 5
  • 1ov er vi ew
  • OVERVIEWTEN REASONS MOBILE MARKETING MATTERS RIGHT NOWThere’s so much buzz about mobile marketing that it’s easy to dismiss it, or to check off a fewmobile tactics and say you’re doing enough with mobile.Here are the top ten reasons why mobile matters right now. They illustrate why marketersneed a comprehensive mobile roadmap as part of their integrated communications plan to takefull advantage of the exciting opportunities ahead.1 Your customers most likely own and use 3 Mobile Internet usage is taking off, mobile devices. making it easier and imperative for marketers Market research firm comScore reports that as to connect mobile with their digital marketing of May 2010, 234 million Americans age 13 and programs. eMarketer reports that there are more older are mobile subscribers. That’s more than than 85 million U.S. mobile Internet users, and 90% of the U.S. population. about half of mobile phone users will use the mobile Internet within a few years.2 Mobile data usage keeps rising, with Americans especially fond of texting. Nearly 4 Smartphone penetration is increasing two-thirds (65%) of mobile subscribers text, to the point where brand marketers can deliver according to comScore, while the Pew Internet rich experiences through pocket-sized devices. & American Life Project reports teens 12 to 17 Nielsen reports that within a year, smartphone communicate each other daily with texting more adoption will roughly match adoption of feature than through any other channel – including talking phones (the more basic, functional phones with face-to-face or on the phone. limited web and app capabilities). blog.360i.com twitter: @360i 7
  • U.S. Smartphone Penetration & Projections 90% 80% Feature Phones 70% 60% 50% ( Projections) 40% 30% Smartphones 20% 10% 0% Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 ‘08 ‘08 ‘08 ‘09 ‘09 ‘09 ‘09 ‘10 ‘10 ‘10 ‘10 ‘11 ‘11 ‘11 Source: Nielsen5 Smartphone competition is expanding the 6 Mobile is designed to be the most audience that can access rich content. integrated marketing medium the world Mobile ad network AdMob noted U.S. ad has ever known. impressions on Google’s Android operating system Along with the integration of the various channels reached 46% of the total in March, compared to within mobile, to be most effective mobile should 39% for the iPhone operating system, marking integrate with as many other kinds of media as the first time Android surpassed the iPhone. Also are included in a campaign or program, including consider Myxer, which has served 34 million online, TV, radio, print and out of home. Mobile consumers 1.3 billion downloads of free mobile devices are always on and accessed everywhere, content. Skewing toward a younger audience, it has and the portability alone makes mobile unlike any seen a disproportionate share of downloads and other form of media. Mobile marketing has near traffic coming from BlackBerry devices. BlackBerry limitless potential to contribute to and build on has proved especially popular with this demographic other marketing programs. in large part thanks to the interest in BlackBerry Messenger (BBM), its instant messenger service.8 MOBILE MARKETING PLAYBOOK Overview
  • 7 Mobile is great for branding line. InsightExpress further quantified some of these thanks to several factors: deep engagement, effects, showing strong performance across brand minimal ad clutter and new and constantly metrics for marketers in six vertical industries. evolving advertising experiences. Dynamic Logic found that its mobile MarketNorms across 9 Mobile marketing is more than just a single various brand metrics consistently surpassed marketing channel. online norms. Consider online marketing, where search, video and social media are all very different disciplines.8 Mobile marketing matters in any vertical, The same is true of mobile, and these various with any goal. A consumer packaged goods forms tend to intersect. Coupons can be delivered marketer can use mobile display and video ads for via text messages that link to mobile barcodes. branding, SMS for couponing and applications for Mobile display ads often promote applications. consideration. Retailers can similarly use mobile Mobile social marketing programs can include in different ways, whether they’re trying to drive video and mobile search, and tend to run in consumers to the store or launch a new product conjunction with a range of other promotions. Mobile vs. Online 25% Mobile Online 20% Percent Impacted 15% Delta (∆) 10% 5% 0% Aided Brand Advertising Message Brand Purchase Awareness Awareness Association Favorability Intent Source: Dynamic Logic MarketNorms for Online, last 3 years through Q4/2009, N=2,461 campaigns, n=3,713,053 respondents; Adinex for Mobile Norms through Q4/2009, N=74 Campaigns, n=69,524 respondents Delta (∆)=Exposed-Control blog.360i.com twitter: @360i 9
  • 0 The twenty-first century is the century of as the number of text messages sent annually mobile. rises well into the trillions and mobile ad spending The “year of mobile” phrase is played out, nears the billion-dollar mark. The past few years of but it has been true for some time now. The innovation have brought the iPhone with its continual International Telecommunication Union wrote improvements, pervasive Android devices and in its 1999 Annual Report, “If 1999 was the year of mobile social services that have consumed much the Internet, it was also the year of mobile cellular.” of the bandwidth of the mobile Web. The milestones Since then, there have been several milestones will keep coming at a breathtaking pace. Campaign Effectiveness – Brand Metrics by Vertical Mobile Index Against Online November 2007- December 2009 20% CPG Entertainment Travel Technology Automotive Retail 15% 10% 5% 0% Unaided Aided Mobile Ad Brand Purchase Awareness Awareness Awareness Favorability Intent Source: Insight Express10 MOBILE MARKETING PLAYBOOK Overview
  • THE FUTURE OF MOBILE CONTENT COMMERCE by NOAH ELKIN SENIOR ANALYST EMARKETER emember when ringtones were all the rage? No access to that content ecosystem within a few clicks.R one thought twice about dropping $3 to get 15seconds of a song because it was a quick and easy But carrier decks were walled gardens by another name, and ultimately that translated into constraintsway to personalize your phone. Indeed, through for the end user.2007, revenues piled up for music publishersand wireless carriers alike thanks to the rush to The launch of the iPhone in June 2007 made thosepersonalization, peaking at more than $700 million, constraints more apparent. Although it was by noaccording to SNL Kagan. means the first web-enabled phone, the iPhone broke new ground as a content-consumptionMuch of this purchasing activity took place “on device. The built-in Safari browser brought adeck”– the categorized links that came bundled with desktop-like experience to mobile, unlocking aweb-enabled phones. Carrier decks offered benefits world of media experiences that previously hadto users and marketers alike. First, they enabled been imperfectly realized at best. Integration withmarketers to place content and applications with easy first the iTunes Store and subsequently the Appreach, meaning users did not have to engage in long Store gave consumers new options for accessing(and, at the time, expensive) browsing sessions to find music, games and video on their mobile devices,music, games, news or weather. Second, purchases and new modes for marketers to engage theirconveniently went right on users’ phone bills, putting audience with branded applications. blog.360i.com twitter: @360i 11
  • The success of Apple’s Apple’s model of tight integration between hardware, software and services has helped to ignite the iPad, and the anticipated mobile value chain, spurring adoption of devices with dramatically improved feature sets. At the end of Q1 launch of other tablet- 2010, Nielsen found that just under 25% of the U.S. style form factors, will mobile subscriber population had a smartphone. That number is forecast to rise to 49% by Q3 2011, as further consolidate device manufacturers and wireless carriers increase their marketing push to graduate users to higher-value media consumption on devices and data plans. The success of Apple’s iPad, and the anticipated launch of other tablet-style form mobile devices. factors, will further consolidate media consumption on mobile devices. Increased smartphone ownership is driving growth in mobile Internet usage. According to eMarketer projections, 142.1 million mobile users, representing12 MOBILE MARKETING PLAYBOOK Overview
  • 54% of the U.S. mobile user population, will access At the same time, the combination of increasinglythe web from their mobile devices in 2014, up from ubiquitous broadband access and the steady migration85.5 million in 2010. of content to the “cloud” means that mobile consumers are moving more in the direction of “accessing” contentContent consumption will likewise increase at a rather than owning it, emulating a trend begun onrapid pace. By 2014, eMarketer predicts that U.S. the desktop with software and services. Paid andmobile gamers, music listeners and video viewers ad-supported streaming services such as Pandora,will number 94.9 million, 52.2 million and 56.7 YouTube and Hulu offer access to vast content librariesmillion, respectively. Moreover, what these mobile that would be far costlier to replicate through purchases.content consumers buy and how they buy it is This shift heralds the rise of subscription and pay-per-also evolving, driven in part by advances in mobile use payment plans and boosts the potential of ad-devices and networks and in part because of supported and hybrid monetization models.broader secular developments in digital content.For example, mobile users are talking less than ever Bottom line: Consumers will continue to pay forbefore and using more data-centric functions such content on mobile devices. But whom they pay, whatas texting and social networks to communicate. they pay for and how they pay for it are starting to evolveThe decline in voice calling has hurt ringtone sales. as quickly as the devices on which they consume it. blog.360i.com twitter: @360i 13
  • 2 Pl IN ANMA MO NIN RK BIL G ET E IN G
  • Planning in Mobile MARKETINGCREATING AN INTEGRATED MOBILE MARKETING PROGRAMWhen planning a mobile marketing program, questions will arise as to which channels, tacticsand vendors are most appropriate to incorporate. Marketers can embark on a mobile plan byanswering four questions that lead to a much broader number of decisions involved in figuringout how to make the most out of mobile. These questions together comprise the MobileMarketing Strategic Lens.1 What are your goals for mobile Answering these questions at the onset will marketing? help ensure mobile fulfills its potential What are your Are your goals centered more as part of your marketing plan. GOALS for mobile around branding or direct marketing? response marketing? Do 2 How is your audience you need massive using mobile? reach for the mobile Does it follow How is your Beyond talking, what are program to be mobile marketing AUDIENCE consumers doing with effective? What BEST PRACTICES? using mobile? their mobile devices? does the end result Which handsets and look like if the mobile operating systems are they program is successful? How can you most likely to use? Are they What kind of commitment use your ARSENAL likely to text, take pictures, search, will you make upfront in terms of in mobile? play games, use social media, read the staffing and budget allocated? news, look for local businesses, surf Do you have the time to fully optimize the web, download apps, scan barcodes the program? Are you seeking massive or participate in other activities? With what scale for impressions, clicks, engagement or other media, including traditional media, does app downloads within a brief campaign flight? your target audience engage? It’s critical to blog.360i.com twitter: @360i 15
  • understand your audience and how they are Using research and insights to uncover utilizing mobile when creating your plan. opportunities in mobile Forrester Research called 2010 the “year that every3 How can you use your arsenal in mobile? firm needs a mobile strategy.” Understanding the What assets do you have that might make sense to current mobile landscape, relevant consumer trends, incorporate? Do you have stores or other channel and what competitors are doing will help you avoid partners? Do you have apps or a mobile-friendly wasted dollars and increase the impact your program website? What other digital branded experiences has on the target audience. do you have, perhaps across social networks? Mobile bridges digital and physical worlds, so Consumer insights consider tangible, real-world assets: products, out- As consumers increasingly rely on their mobile devices, of-home or print ads, retail stores and live events. understanding audiences’ motivations in mobile and aligning strategies to these new and changing behaviors4 Does it follow mobile marketing best will result in the most effective programs. Specifically, practices? this means defining the mobile persona of your target. Does the program adhere to how consumers With limited screen real estate to leverage, having a deep are using mobile media? Does it use the understanding of your customers’ mobile usage and functionality of mobile devices? Does the motivations will allow you to offer true value exchange experience translate well both to the smaller that will delight - rather than distract - your audiences. screen size and then the broader real-world landscape where consumers use their mobile The types of intelligence that will help paint a picture of devices? What kind of value does it provide to your consumer’s mobile persona include: the consumer – information on a new product or service, entertainment, or a discount on • The size and composition of your mobile merchandise, among many other options? audience: - How many consumers can you reach within your Marketers who have read 360i’s Social Marketing target demographic? Playbook may notice some similarities between - What are trends for how your target audience the lens above and the Social Marketing Strategic indexes with mobile usage? Lens, which is also discussed in the section on Mobile Social Marketing (see page 43). The tenets • Operating system and handset usage: of both are similar, but each lens is designed to - Does your target use iPhone, BlackBerry or Android address the specific demands of its respective devices? marketing discipline. - How are adoption rates trending for each?16 MOBILE MARKETING PLAYBOOK Planning in Mobile Marketing
  • Understanding Mobile UsageMobile Activity for Moms Online Activity Index Composition of Target Text Message – Sent/Received 120 73% Picture Mail – Sent/Received 128 43% Access Internet 121 29% Download Application 111 14% Download Game 110 11% Watched Any Video 112 7% Internet Purchase 103 6% Moms over-index heavily for sending and receiving picture mail and gaming, but the most popular non-voice use of mobile for this segment is texting. Source: Nielsen/NetRatings @Plan• Usage insights - understanding how your consumers use their devices: Relative Share of Operating Systems - Which mixture of SMS, e-mail, mobile web, for Females 25-34 with HHI 75K+ applications and other mobile channels do (June 2010 – 3 month average) they use? - When are consumers engaging with mobile? Blackberry, 46% What days and dayparts show the most activity? Apple, 25% - How much time do consumers spend using their Android, 12% mobile devices? Windows Mobile, 9% - What are their go-to mobile sites and Palm, 6% applications? - How prevalent is search usage? Symbian, 2% - How likely are they to use geolocation services? - How likely are they to play games? - Do your consumers complete transactions via The most common device for females mobile devices? How do they shop? 25-34 is the Blackberry, followed by Apple’s iPhone. - Do they extend their multimedia consumption Source: comScore MobiLens (music, video, etc.) to mobile? blog.360i.com twitter: @360i 17
  • Resources for gathering syndicated research include is evolving, new marketing models are beingcomScore, Nielsen//NetRatings, the Mobile Marketing developed, and devices are quickly acquiring newAssociation and Forrester Research. features and functionality. When planning a mobile program, look at the most recent data, but alsoCompetitive intelligence try to discern trends at least six months ahead toGiven the nascent nature of mobile marketing tools see what’s coming. Events such as a new iPhoneand techniques, it can be very beneficial to study what release, offers from different mobile providers,other marketers are doing. There’s no need to limit new entrants in the tablet market and fast Androidyourself to direct competitors either. It may be just as growth can be taken into account when developingvaluable to learn from others in the category as well as a forward-looking mobile program. Testing newfrom other industries to see how various marketers are opportunities now can lead to a sizable advantagereaching their audiences via mobile channels. in the longer term.Syndicated tools such as comScore offer detailed Conclusionperspectives on what other marketers are doing in The near ubiquity of mobile has made it necessarymobile. These tools often include information on for any brand that regularly interacts with consumersbrands and industries that are the most active in to consider a mobile marketing strategy. But mobilemobile, with overviews of the creative they’re running marketing doesn’t have to be a mystery. Taking theand what publishers they partner with. time to investigate the landscape, examine consumer interactions with their devices and monitor competitiveStaying ahead of the curve moves will reduce the unknowns and provide a solidResearch, especially in an emerging arena such base on which to launch, test and optimize an effectiveas mobile, is not a one-time endeavor. The market mobile program.18 MOBILE MARKETING PLAYBOOK Planning in Mobile Marketing
  • 3 MOSE BI AR LE CH
  • Mobile sEARCHKEY FACT Google mobile search volume is up 500% in past 2 yearsGOALS IT ACHIEVES Sales, purchase consideration, drive to store, content downloadBEST INTEGRATION POINTS Applications, mobile shoppingAs mobile devices have become more sophisticated and easier to use, mobile search hasbecome the starting point for consumers on the go. It’s often a good entry point for marketersjust getting started with mobile campaigns, and it only becomes more important for marketerswith a fully developed mobile presence. Build on an online search program by understandingthe best ways to use mobile paid search and search engine optimization.Mobile paid search • Shorter search queries means there are greaterAccording to the Kelsey Group’s Mobile Market View demands for relevancy and understanding intent.Report, nearly 60% of all activities on mobile devices • The constantly accessible devices lead to greaterare search-related, making search one of the best immediacy with consumers’ needs.ways to reach consumers in mobile. • Shorter creative means marketers must get their point across faster.Before tackling a mobile search plan, it’s critical tounderstand how mobile paid search differs from its Mobile search is evolving in several differenttraditional web-based counterpart: ways:• There is less competition within mobile search, • Mobile search is especially useful for local queries. but there are also fewer ads per page across both Whether they include local modifiers (such as a city feature phones and smartphones. name or zip code), consumers looking for “JCPenney”• Calls to action and user experience can vary based on their mobile phone will expect to find one in their on objective. For instance, click-to-call and click- area. The Kelsey Group reported that about one in to-map don’t need to point to a mobile site. three mobile searches has local intent.20 MOBILE MARKETING PLAYBOOK Mobile Search
  • • No matter how much better mobile phone • SMS search is still relevant for feature phones, keyboards get, mobile users will keep their where users text a query such as for business queries shorter when they can. Optimization listings or stock quotes and then receive results. in natural and paid search around higher volume Given that there’s a brief delay between the query keywords will be especially competitive. and response, these queries will diminish as smartphones dominate the market.• Voice search is making an impact, and all the major search engines incorporate it. A range of other • On Google Android-powered devices, a search companies have developed offerings here, including button is built into the phone’s hardware, making Jingle Networks’ FREE-411 directory assistance, it possible to conduct searches instantly no Naturally Speaking’s Dragon Search application matter what the consumer does within the mobile and Apple’s Siri. Expect renewed innovation in this experience. Mobile search listings can in turn area during the next two to three years. appear during a wide range of activities beyond Activities Conducted on Mobile Devices (as a % of mobile users) Searched Internet for local products/services Obtained info about movies/entertainment Obtained info about restaurants/bars Searched Internet for products outside local area Purchased physical item that needed to be shipped Used coupon from mobile phone 0 5 10 15 20 Source: Kelsey Mobile Market View for 2009 blog.360i.com twitter: @360i 21
  • searching from a mobile engine, such as when For select marketers, here’s when to include searching for driving directions or using various mobile search as part of your marketing mix: applications. • Retail/QSR marketers• The results pages themselves will continue to For marketers trying to drive in-store traffic evolve to showcase more mobile-specific content. and sales, mobile search is a great starting For instance, in June, Google added application point. According to Google’s Retail Advertising links to its mobile search results, with links to Blog, 54% of users who researched online download apps directly from Apple’s App Store or but bought offline used their mobile device to Google’s Android Market. conduct their search. • Travel marketers Travel companies can leverage mobile search to capitalize on the popularity of travel to provide information such as flight searches and transactions such as booking of airline tickets. • Entertainment marketers Entertainment companies can promote movie listings, theater locations, TV tune-in reminders, album releases, concerts and other live events. • Consumer packaged goods marketers Within mobile search, marketers can enhance their search listings to include special information and offers such as coupons to incentivize users. (Learn more about coupons on page 69.) A search for local hair salons shows how marketers can use coupons to enhance their mobile location listing.22 MOBILE MARKETING PLAYBOOK Mobile Search
  • Mobile paid search best practices “As a marketer you need to be there when a user needs you most. There’s a huge payoff in terms of1 Group mobile campaigns separately. emotional connection with a brand if you’re right They tend to perform differently from online there at the top of the listings and help the user search campaigns, and you’ll often want to adjust accomplish their task easily when they’re highly the rules accordingly. motivated to connect with you.”2 Broaden your scope. Mobile search engine optimization Mobile search volume tends to be significantly Search engine optimization (SEO) has evolved lower than online search for most keywords, so significantly over the last two years, extending beyond to achieve the best reach you’ll want to target commonplace activities such as title and META tag queries more broadly, include more high-volume optimization to include diverse methods that keep queries and possibly include additional keywords. pace with the changing search landscape. Mobile search builds on the basic techniques, though it3 Go local. involves many new considerations to capitalize on If geotargeting matters at all for you with online mobile devices’ design and functionality. search, it’s going to be vital for mobile. Optimizing a mobile website, regardless of the4 Incorporate mobile functionality into the markup language, still centers around the core tactics creative. one applies to traditional HTML websites. Core Click-to-call was somewhat useful online, but it’s optimization techniques such as title tag creation, poised to play a pronounced role in mobile search. proper use of META tags, sufficient keyword density in Anytime a consumer would benefit by talking to copy, the proper use of HTML page headings, and link a person, from a booking agent to someone at a development remain vital for greater natural search local store, click-to-call can potentially improve visibility. With core onsite factors in mind, brands conversion rates. should focus on efforts that impact smartphones and the next generation of mobile users.5 Target immediate needs. Mobile Marketer reported that 70% of mobile When managing multiple versions of a website through search users complete their task after one hour, one content management system, many of the on- compared to 30% on the PC. Make sure copy site SEO best practices incorporated into a traditional and landing pages are useful for consumers website can be ported to the mobile version. However, looking to meet their needs right at that moment. due to the prevalence of dynamic content types such Microsoft’s Doug McMillen told Mobile Marketer, as maps or mobile applications, there are several blog.360i.com twitter: @360i 23
  • SEO considerations that are specifically applicable to • Traditional SEO on-site best practices are stillmobile search. applicable. The proverbial spine of your web page is the title tag. Instead of long 120-character titles,Mobile SEO considerations consider focusing on the primary three keywords• With smartphones and other mobile devices and limit your mobile site titles to 50 to 70 maintaining full browser capabilities (with characters in length. JavaScript), brands should look to optimize mobile sites for the future. XHTML Basic 1.1, XHTML MP • Build dedicated landing pages for mobile 1.2 and HTML5 are good choices for new mobile applications that auto-detect browsers and site development. devices and can automatically load the appropriate application storefront. This will make it easier for a• Utilize browser/user agent detection methods to user to download and install the app. It can even redirect mobile users to the appropriate mobile prove to be beneficial for non-mobile users. version of your website. • Evaluate where social media content is influencing• How fast a website loads can impact how well the mobile audience and develop a participation your site ranks. Web browsing speeds can in turn and value exchange strategy to gain more real-time impact click-through and abandonment rates on exposure or links. mobile devices. Providing users with a simplified mobile version (WAP, XHTML, etc.), which limits • If your website utilizes a significant amount of rich the use of large images and other elements Internet applications or suffers from congestion of that slow page load, can greatly improve user information, consider building a mobile version that interaction and time spent on site. simplifies navigation and provides access to the most recent content.• Searching for local information such as business locations and directions is one of the most popular Looking to the future with HTML5 mobile activities. Local directory submissions are As more brands adopt HTML5, new markup critical for brands to maintain accurate listings definitions and features will allow for simplified site within map applications such as Google Maps. management and may lead to the extinction of mobile markup languages such as WAP. While they’re several• As mobile naturally aligns with a searcher’s years away from becoming mainstream, HTML5 and location, more emphasis will be prioritized on CSS3 (cascading style sheets) can allow webmasters geotargeted landing page development and to create and manage one website that performs customization. efficiently on mobile and traditional desktop devices.24 MOBILE MARKETING PLAYBOOK Mobile Search
  • Less Framework, an HTML5-powered CSS framework HTML5 is found later in this Playbook on page 61.for building smart website layouts for varying screenwidths, is one way to build a flexible multi-column Conclusionwebsite that intelligently collapses into a single column Marketers with experience in paid search and SEO canfor small screen devices such as smartphones. As maintain their competitive advantage by constantlywe collectively move closer to an HTML5-rich world, applying the latest mobile search best practices.mobile and desktop experiences will become less Waiting until mobile search mirrors the scale of onlinefragmented and the application of SEO will become search could make it harder to catch up later.much more efficient as the lines dissolve. More onTraditional Site Mobile Version MTV’s traditional site includes navigation The mobile version of MTV.com, which and content that prove difficult to use in loads automatically in most mobile a mobile browser (if the mobile browser browsers, streamlines navigation and defaults to the original website). optimizes content across all channels. blog.360i.com twitter: @360i 25
  • 4 SMMA S RK ET IN G
  • SMS MARKETINGKEY FACT Texting is more than twice as popular as mobile browsing or app usageGOALS IT ACHIEVES Deal alerts, event reminders, persistent CRM to develop relationshipsBEST INTEGRATION POINTS In-store, out-of-home, TV, radioEven with all of the bells and whistles on headline-grabbing smartphones, SMS (or textmessaging) still reigns as the most popular mobile activity. It’s the most universal functionality,given that SMS is available on almost every mobile phone, from lower-end feature phones tothe priciest smartphones. comScore reports 65% of mobile subscribers send text messages,compared to about 30% using the browser and downloading apps.For marketers, SMS marketing has the lowest Anyone who’s encountered a teenager in the pastbarrier to entry. Once the messaging platform is few years won’t be surprised that texting is especiallyin place, there is no creative development needed popular with younger consumers. The Pew Internetbeyond copywriting. & American Life Project reports that American teensMobile Content Usage 3 Month Avg. Ending Apr. 2010 vs. 3 Month Avg. Ending Jan. 2010 Total U.S. Age 13+ Share (%) of U.S. Mobile Subscribers Jan. 2010 Apr. 2010 Point Change Total Mobile Subscribers 100.0% 100.0% N/A Send text message to another phone 63.5% 64.6% 1.1 Used browser 28.6% 31.1% 2.5 Used downloaded apps 26.7% 29.8% 3.1 Source: comScore MobiLens blog.360i.com twitter: @360i 27
  • 12-17 contact peers daily via texting (54%) more than unique name. Facebook has tried out offering physicalany other communication channel, including calling on decals for marketers to place in their store windowsmobile phones (38%), talking face-to-face (33%) and (see image below), and marketers can use the sameinteracting via email (11%). messaging in other channels, such as email. With either form of shortcode use, the biggest advantageIt’s hardly just for teens though. An April 2010 study is the integration potential. SMS callouts can appearby Merkle found that 63% of U.S. adults 30-39 text, in: out-of-home marketing, point of sale locations, TV,as do 49% of adults 40-49. Additionally, 26% of U.S. radio, print, online display, email and social marketing.adults have opted in to receive commercial messages In that sense, shortcodes are the most adaptableon their mobile phones with an average of three forms of mobile media, and of any form of media.companies sending them mobile messages monthly.How SMS fits in with marketing plansThere are several ways that brands can utilize SMSas part of their marketing mix. Below are someapproaches to consider.Building an SMS list for further communicationBranded shortcodes: A marketer registers a five- orsix-digit number, or shortcode, which often relates Facebook offers a common shortcode (32665,to its brand as it’s spelled out on the keypad, such or FBOOK) that any marketer can use to promote their Facebook page.as 262966 for AMAZON. Consumers can send atext message to that number to opt in to updatesor engage with the marketer. Marketers benefit from SMS contest entries: Brands can offer users theowning their brand name, but it’s relatively costly and option to text in exchange for a contest entry. Universala lengthier setup process compared to other forms of Home Entertainment ran an SMS remarketingSMS marketing. campaign for the launch of their DVD “Bring It On: Fight to the Finish.” Website visitors were encouragedShared shortcodes: Marketers can also run to text “BringItOn” to enter to win a prize pack. Incampaigns on shared codes. For instance, Facebook doing so, Universal was also able to collect opt-insenables marketers to have consumers become a fan for an SMS reminder when the DVD went on sale.of their page by texting “like” and the page name to This is a great example of how brands can drive SMS32665 (FBOOK). It’s one shortcode that can be used opt-ins through another form of advertising (TV, Print,with millions of pages, as each page has its own OOH or digital).28 MOBILE MARKETING PLAYBOOK SMS Marketing
  • Myxer promoted Universal Home Entertainment’s “Bring It On: Fight to the Finish” with SMS-based prizes.Utilizing an existing SMS platform as a way to or a theatrical new release targeting entertainmentreach your target consumer questions).SMS Advertising: Marketers can append their Marketers can use SMS to align their brand withmessages to content that consumers subscribe to via an activity that appeals to their target audience.SMS (e.g. news alerts, sports scores, horoscopes, In late 2009, State Farm sponsored a SMS-drivenetc). The ads can be used for a range of purposes, game at a University of Kansas football game. Fansfrom building up the marketer’s own SMS opt-in list to were encouraged to text in to show their schooldriving traffic or engagement. allegiance. State Farm was able to follow up with participants later via mobile. When consideringMarketers can also buy ad space SMS, marketers should limit the focusfrom mobile search providers such as of their programs to content thatChaCha, a service that allows users to aligns with their target consumer’stext questions in to “242242” (ChaCha) mobile behavior.and receive answers back via SMS. Thequestions are categorized (e.g. travel,entertainment, local geographies) andbrands can append their message to Ads appended to SMS alerts allow consumers to opt in tothe answer the user receives to their marketing promotions andquestion. This type of program can contentwork for any brand looking to align with Image source: 4INFOspecific content (e.g. health insurancemarketers targeting health questions, blog.360i.com twitter: @360i 29
  • • Coupons, from codes that can be entered by the consumer or cashier, or a link to a barcode that can be scanned SMS marketing best practices 1 Stay relevant When targeting content with any SMS publisher, ensure that your message belongs there. State Farm encouraged fans to text in to show their college football allegiance. Image source: Mobile Marketer 2 Ask permission Always obtain consent in the form of an opt-inMarketing options for text message content before messaging to users. SMS messages canEven with the limited character space, marketers cost money, so it’s important that the recipientshave many options for the content they distribute and know what they’ve signed up for and understandpromote via SMS: the implications.• Text content, such as product information, informative tips, polls or trivia questions 3 Offer something of value• Links going to a mobile website The last thing users want is spam on their phones.• Links to maps, such as for store locators Offer something they care about in exchange for• Click-to-call links, leading permission to reach out to them (e.g., a coupon consumers to retail stores or code or a link to exclusive content). call centers• Multimedia, such as images, 4 Use it for time sensitive events videos or ringtones Interested users will appreciate the reminder. Conclusion SMS can work well for SMS provides a turnkey way for marketers to tie time-sensitive promotions, together a variety of programs. On its own, SMS such as in this American Idol tune-in reminder may not create a large impact, but when used in Image source: iPhonematters.com conjunction with other types of media, creative and content, it can create a path through which users can become more deeply engaged with your brand.30 MOBILE MARKETING PLAYBOOK SMS Marketing
  • 5 MOAD BI VE LE RT ISI N G
  • MOBILE ADVERTISINGKEY FACT U.S. mobile display ad spending will top $1.2 billion by 2015 (ABI Research)GOALS IT ACHIEVES Branding, engagement, content download, mobile web trafficBEST INTEGRATION POINTS Online display, apps, videoThe mobile medium has the potential to bring to life the power of digital advertising and unleasha renaissance of creativity and innovation. Within mobile there are opportunities for display,rich media, video and in-game, plus constant advancements as new players and devicesemerge. Like the rest of the online media world, the process of deciding which tactics makethe most sense should tie back to campaign objectives and an understanding of the targetaudience, as discussed in Planning in Mobile Marketing on page 15.This chapter will provide an overview of mobile Geolocationadvertising opportunities, explore how each media • Marketers can locate users in several ways, suchtactic compares to its desktop counterpart, offer as through GPS or wireless tower signals, check-frameworks for evaluating when to include each in your ins at local businesses through social applications,plan and review overall best practices. Finally there will and by using ZIP codes or localities entered inbe an overview of what can be measured to gauge search or weather queries.success based on the goals of your campaign. Carrier • Marketers can specify which mobile providers theyTargeting options would like to target.Mobile marketing offers various ways to help advertisers Handset/Operating Systemfind their audience. As with online, you can reach users • Marketers can select if they want to target users ofbased on location, demographic information, content the iPhone or select BlackBerry devices, or usersand publisher (app or WAP), but you can also target of the Android operating system.particular devices and carriers. Here are some targeting Demographicmethods that you can employ across many forms of • By tapping into non-personally identifiablemobile advertising: information provided by the carriers, marketers can32 MOBILE MARKETING PLAYBOOK Mobile Advertising
  • select if they want to target men or women in a Mobile display certain age range. Mobile display encompasses any type of bannerContextual advertising that takes place on mobile websites or within• Marketers can display ads next to relevant content applications. According to ABI Research, spending on within the app or site. mobile display is expected to grow from $313 millionBehavioral today to $1.2 billion by 2015, fueled by the growth of• Behavioral targeting is still in its infancy due to U.S. adult Internet usage. limitations on tracking users from app-to-app and app-to-WAP. However, companies like Buying mobile display Millennial Media offer solutions that can track Mobile display can be priced on CPM (cost per thousand users’ movements from WAP-to-WAP. Millennial impressions), CPC (cost-per-click), or, in some cases, cost MYDAS™ Audience utilizes user profiles, opt-in per engagement (CPE) or cost-per-download (CPD). Like survey data and publisher-provided meta-data buying traditional online media, brands should consider to create audience segments. Furthermore, it which type of pricing will help them accomplish their goals. is widely speculated that eventually marketers will be able to tap into iTunes-rendered user • CPM – buying guaranteed impressions: CPM media behaviors and run an iAd campaign to target is good for branding campaigns where it’s important users. Despite these advances, mobile browsing to achieve a specific impression level and/or run on behaviors differ from online, and currently there specific sites. is no way to track or target users from online to mobile or vice versa. • CPC – buying clicks: CPC media works for marketersPublisher-created targeting who want to guarantee traffic to their mobile landing• Publishers often offer their own custom targeting page, but who may not be as concerned with where vehicles, and for mobile it’s no different. For their advertisements run. example, Pandora launched its own iPad app that enables marketers to target ads by gender, age, • CPE or CPD – buying ad engagement or downloads location, type of music and time of day. Similar of a mobile app: Similar to CPC advertising, CPE or to full-screen rich media units such as iAd and CPD ensures that a mobile program will deliver the Greystripe’s Immersion Ads, when a user clicks on exact action that a marketer is seeking. This type an ad within the iPad app, the ad will open a new of pricing is good for brands that have invested in page without interrupting the streaming music. interactive creative and want their target audience Some of the initial sponsors include Starbucks, to interact with their brand within the unit. It also Lexus and Budweiser. works for marketers who have mobile apps and are interested in driving downloads. blog.360i.com twitter: @360i 33
  • Smartphone Banner Ad Smartphone Text + Tile Ad Banner Ad Text Ad Mobile banners come in a range of sizes to support a range of goals and handsets. Image source: AdMobThe majority of mobile inventory is currently sold are able to sell mobile inventory on their own. Thisthrough mobile ad networks. Similar to the early works for marketers looking to round out an existingdays of online display advertising, networks provide offline or online buy with that publisher, or for marketersa way for publishers to sell inventory on their mobile who have custom offerings. It is difficult to scale withsites without dedicating a sales force to it. As mobile publisher-direct buys because inventory levels are stillinventory and advertiser interest in the medium relatively low.increases, however, more publishers may opt to sellit on their own. Mobile banners Mobile banners can be targeted across variousMobile ad networks provide reach and scale to channels and categories of mobile sites andmarketers looking to buy within the channel. Because applications. In addition, marketers can also targetthe channel is still new, there aren’t standard creative mobile banners against behavioral and demographicspecs or sizes. Mobile ad networks help marketers attributes.navigate the landscape and serve as a one-stop shop.As with any ad network, the trade-off for marketers is One of the major benefits of mobile banners isless control over where the ads run, but marketers can that campaigns can be built around the post-clickmitigate this by excluding sites or specific content that experience of the banner and do not need to drive theisn’t appropriate for their brand. user to a mobile site.There are a handful of publishers such as The New A major challenge facing mobile banner advertisingYork Times, CNN, Weatherbug and Photobucket that is the lack of standards across the various ad sizes.34 MOBILE MARKETING PLAYBOOK Mobile Advertising
  • Marketers are often required to develop ad sizes for Mobile videoa number of devices ranging in size from 120x20 According to Nielsen’s Three Screen Report, morepixels all the way up to 300x50 pixels. Additionally, than 20 million users watched a mobile video in Q1third-party tracking technologies are still a work in 2010, which represents an increase of more thanprogress. Marketers must often resolve discrepancies 50% year-over-year. eMarketer projects mobile videothat arise between mobile publishers and third-party revenues will climb from $436 million in 2009 to $1.34reported numbers. billion in 2014.Does this mean marketers should stay away from Mobile video opportunities include pre-, mid- andmobile banners? Definitely not. While mobile banners post-rolls that consist of 10 to 15-second video adsmay require more upfront work, they can still be used that can run prior to, during or after video content,to meet campaign objectives such as awareness, as well as full-page video interstitials that take overtraffic and engagement. the entire screen prior to content. Marketers can also create custom video companion ads or customizedMobile banner advertising best practices video channels to promote their brand. 1 Take into account the various operating systems and devices when developing ad sizes, as mobile banners are usually not purchased based on ad size. 2 If planning for smartphones, think about the post-click experience. 3 Take into account how you want to measure campaign success, as mobile metrics can differ Click-to-video ad: Users can click on multiple from traditional online metrics (see the section links from a video ad to take various actions. on Measurement later in this chapter for more). Source: Rhythm NewMedia 4 Think about where you want your mobile banners to show up, such as on mobile webpages or within applications. blog.360i.com twitter: @360i 35
  • Best practices for mobile video 1 Ensure that the aspect ratio for the video is correct, as it will differ from the web and varies across mobile devices. 2 Make sure the video will work on a small screen; dark and fast moving images won’t look great on a mobile device. 3 Keep video ads short. Most mobile users prefer shorter snippets of content, and slower mobile connection speeds can sometimes cause Carousel ad: On a custom landing page, uncomfortable delays in video load times. consumers can scroll through multiple video ads or clips. Source: AdMob 4 Similar to the post-click experience, think about what the post-viewing experience should be. 5 Don’t use online benchmarks. Instead, create new ones for mobile, as the user experience will vary. Certain publishers and networks will have benchmarks for various verticals. Mobile in-game ads According to MobClix, a mobile ad exchange, more than 40,000 mobile game applications have been released in the past year. As of summer 2010, MobClix reported that more than 300 game apps are added each day. MMS video ad: Marketers can send video ads via multimedia messaging service. Similar to PC or console-based video game advertising, Source: Mogreet, via mocoNews brands utilizing mobile in-game advertising have the opportunity to reach a rapt audience before or during a transition in gameplay.36 MOBILE MARKETING PLAYBOOK Mobile Advertising
  • 1 2 3 4 5 Game reaches a natural Ad is Ad menu is User selects Selecting “Done” returns transition point displayed displayed ad action user to game where they (example: end of level) left off Ads within games can be games themselves Source: GreystripeThe sequence above is an example of an advertising 2 Temper your investment until you’re sure your targetcampaign on Greystripe’s mobile network. While playing audience will engage in gaming. Most in-gamea game, at a break before the user moves on to the next advertising is sold on a CPM basis, and brandedlevel, he or she sees an ad for a movie. The ad itself is a games usually require a development cost.game, but the user has the option to skip it. 3 Understand the audience of the game beforeMany advertisers have seen great success with mobile choosing to advertise on a specific game. Gaminggaming. It’s important, however, to think about your audiences differ dramatically, as a casual gameraudience and if they engage with gaming on or off the will likely be very different from someone whomobile phone. plays a first-person shooter action game.Best practices for mobile in-game ads 4 Provide value through entertainment or interactions that appeal to your audience. It’s not 1 Determine if your target audience is likely to just about getting your message out there, but engage with an ad more if it runs in a game. Such rather providing an experience that makes the ads can work best for marketers who have had distraction from the game worth it. success with other gaming programs. blog.360i.com twitter: @360i 37
  • Mobile gaming will continue to become more popularas smartphone penetration increases. If done right,mobile in-game advertising can be as entertaining asthe game itself. The key is to create the right experiencefor your audience – one that entertains and leaves theplayer with a positive feeling about your brand.Mobile rich mediaJust like with online advertising, mobile rich media adsoffer a visually stimulating way for users to engagewith a brand. There are various ways to capture a Prestitial ad: Step Up 3D Image source: Photobucketuser’s attention with these ads:• Expandable ads are banners that load as app or site in order to reveal more information. The standard-sized ad units, and then when the user expanded portion of the ad can contain anything from scrolls over them, they expand over the content of the a static banner to a form to a microsite. • Prestitials and interstitials are full screen ads (a 300x250 ad unit is standard for iPhone/iPod Touch and Android) that are displayed on an app or site’s welcome page or in transition to another section of an app or site. • Full-screen engagement ads are a form of rich media engagements that allow marketers to create an immersive environment. - iAd keeps users within an application instead of redirecting them to a page in their browser. This enables users to explore the ad and interact with it, and even purchase products. There are distinct advantages and disadvantages to Expandable ad: Best Buy choosing iAd as of summer 2010. Marketers should Source: Greystripe check to see if Apple has addressed any of the38 MOBILE MARKETING PLAYBOOK Mobile Advertising
  • downsides when considering iAd, asthis could change at any time.Pros:• iAd allows marketers to get in front of users as they engage with apps they frequently use.• Apple’s selling point is that iAd offers interactivity plus emotion. People not only interact with the ad units but also feel emotionally connected while doing so.• Apple helps developers make money with a 60% revenue share; this Interstitial ad: 90210 Image source: Jumptap enables them to offer apps for low prices or even for free. interactivity, and click actions without leaving theCons: actual application. Greystripe’s technology allows• In order to run an iAd campaign, there is a large them to take pre-existing rich media ad units built in monetary commitment up front. Flash and transcode them into HTML5 format that is• At first, these units may have high bounce rates readable on iPhone and iPod Touch. from people clicking just to play around and experience the ads but not actually have any Beyond iAd and Greystripe, other ad networks interest in the brand or the campaign. On the such as AdMob, Millennial Media, and Medialets flipside, this could benefit some advertisers who can deliver immersive creative experiences within are running a brand awareness campaign and seek applications. Marketers should consider a number to capture early adopters. of factors when evaluating such networks, including• Apple is solely selling, developing and hosting iAd. reach, audience demographics, creative offerings, As a result, you cannot develop your own iAd in- targeting capabilities, transparency of placements, house or use your creative agency. development time required and the responsiveness of account personnel.Greystripe’s Full Screen Immersion Ads (formerlyiFlash Custom Ads) are an alternative to iAd and offer a Measuring mobile advertising campaignssimilar experience that involves rich media animation, Depending on the objective of your campaign, you blog.360i.com twitter: @360i 39
  • will want to consider how to best measure success. • Impressions are generally recorded in aggregate.For instance, a branding campaign may involve However, it is important to consider uniquemeasuring awareness or lift, impression volume, or impression data in order to accurately determineengagement. Direct response campaigns, meanwhile, the true reach of a campaign.may measure clicks, conversions, calls received or • Engagement reflects how users interact with acoupon redemption. marketer’s ad unit or messaging. Interactions can include mouse-overs, clicks, video plays, andBrand metrics drop-off rates, and time spent playing a game.• Brand awareness and lift can be measured using marketing research companies such as Insight Direct response metrics Express, Dynamic Logic or comScore to conduct • Clicks are a meaningful measurement metric if site or studies. These studies typically require a specific app traffic is the main marketing objective. In order budget and multiple ad units in order to reach a to gauge the value of the clicks, marketers should significant impression level. Marketers can apply consider the bounce rate, which represents the what they learn from these studies to optimize percentage of initial visitors to a site who “bounced” creative concepts and messaging. away rather than interacting with the site. • Conversions are determined by the goal of each campaign and help marketers evaluate the effectiveness of their advertising spend. Marketers can measure impact by looking at the conversion rate, which represents the percentage of initial visitors (clicks) to a site or app who converted by taking a pre-determined action. iAd promises to grab consumers’ attention with immersive creative experiences Image source: Erica Ogg/CNET40 MOBILE MARKETING PLAYBOOK Mobile Advertising
  • • Click-to-call ads contain a telephone number that, publishers. If tracking application downloads through when clicked, populates the phone’s dialpad with the iTunes store, the developer needs to install a code the number. If properly set up, marketers can track snippet that enables the publisher to record conversions. how many calls were received, the duration of the Since discrepancies often exist among ad servers, we calls, and if the desired action was taken. recommend using third-party ad server click trackers• Couponing offers a convenient way to target and standard tags to compare click and impression promotions to a medium that is always on and data. Third-party tracking capabilities should evolve can act as a redemption tool. Marketers can track quickly to meet the pressing advertiser demand. coupon redemption and see revenue generated by each individual code to capture granular ROI. Conclusion Phones enable users to consolidate customized Advertising models for mobile have evolved to be discounts in a single place, so it is up to retailers very similar to desktop advertising models, yet it’s to trace use of coupons to prevent multiple important to consider how people use their mobile redemptions and also track redemption rates. devices compared to how they use their desktop (See more on couponing in the section on Mobile or laptop computers, and how mobile campaigns Shopping, page 69.) should differ in light of this.Tracking mobile advertising A mobile device is unique to an individual, whereas aAlthough marketers can track clicks and impressions computer may be shared at home. A mobile deviceusing third-party ad servers such as DART, tracking is also a must-have utility that is rarely left behind,conversions via third-party tags remains a challenge. unlike computers that get turned off or put away.Therefore, as these ad servers focus on building Understanding the nature of how a mobile phoneout tracking and reporting capabilities, the burden fits into someone’s life allows marketers to deviseof providing the analytical data rests mainly on the strategies that make the most of this channel. blog.360i.com twitter: @360i 41
  • 6 MO SO BIMA ACI LE RK L ET IN G
  • MOBILE SOCIAL MARKETINGKEY FACT More than 150 million people access Facebook from mobile devices each monthGOALS IT ACHIEVES Branding, engagement, drive to storeBEST INTEGRATION POINTS Online social media, digital word of mouth, email, loyalty programsMobile social media, any form of social media accessed through mobile devices, has muchin common with online social media: the power of building relationships with consumers, thelarge and rapidly growing user base and the potential to incorporate sharing and communityfunctionality into every form of content. Mobile presents new opportunities, as these untetheredmobile devices are designed for communication – the raison d’être of social media – and canharness the power of location.Preparing for mobile social’s challenges Marketers, agencies, publishers, technology providersMarketers who start learning what works with mobile and others will need to overcome these challenges tosocial media can wind up well ahead of their peers and keep pace with the consumers and where they areprovide added value for consumers in the process. On increasingly spending their time.the other hand, there are plenty of hurdles with mobilesocial marketing: Mobile social media by the numbers• Mobile and social are two areas that often don’t have comScore’s April 2010 data reveals that social clear ownership within marketers’ organizations. networking is the fastest growing mobile content• There’s a higher learning curve in both mobile category, whether accessed by mobile applications marketing and social media as neither offers or browsers. There were 15 million U.S. mobile clear-cut application of the media buying skills that users ages 13+ engaged with social networking via marketers have honed in other media. applications, up 240% over the previous year, and• Metrics are still a work in progress, as are the 30 million users engaged with social networking via business models of many vendors in the space. mobile browsers, up 90%.• Budgets are often too small to gauge the real impact of a campaign, and the process can turn off some Facebook reports that more than 150 million active users who want immediate results on a large scale. access the network through their mobile devices. Users blog.360i.com twitter: @360i 43
  • accessing its mobile services are more than twice as heavily on social features. For instance, Words Withactive on Facebook as non-mobile users. Ground Truth, Friends by developer Newtoy is an asynchronous forma mobile metrics firm, reported that in April 2010, 60% of of Scrabble; it’s part of a “With Friends” series that hasthe time U.S. mobile subscribers spent on mobile Internet recorded more than 6.5 million downloads. Gamingusage was on social networking sites. company Ngmoco has developed a number of mobile social games where users derive in-game benefits byCategories of mobile social media cooperating with each other.Mobile social media comprises a broad field, but hereare some of the key forms it takes: Mobile web-based sharing: Any mobile-optimized webpage can include various calls to action to shareMobile extensions of online social networks: The content and offers with friends.largest social network, Facebook, not surprisingly hasthe most mobile users, as well. MySpace and othersocial networks have mobile extensions, such asoptimized sites or apps, and many are ad-supported.One can expect that in the coming years, U.S. socialnetworks will follow the same course as Mixi, a leadingnetwork in Japan, which now has three-quarters of itsusers accessing the service from mobile devices.Mobile-central social networks: MocoSpace, Mig33and Peperonity are three social networks that launchedon mobile devices and attract most of their users there.They tend to attract feature phone users and mayspecialize in reaching certain target audiences, suchas MocoSpace with 70% of its 12 million memberscomprised of Hispanics and African Americans.Location-based check-in services: Users check in tophysical locations primarily through mobile applications.See the the following section for more details. Gaming has helped propel mobile socialSocial gaming: Many mobile gaming applications media, thanks in part to hit apps such asare either built entirely on social functionality or rely Words with Friends.44 MOBILE MARKETING PLAYBOOK Mobile Social Marketing
  • App-based sharing: Many applications utilize to drink, eat, shop and spa like a Real Housewife!”Facebook Connect to make it easy to share updatesor photos directly through the social network. Apps • MyTown is more of a game than a utility. Playerswill often allow users to find and invite their friends can buy locations and collect rent as they upgrade.through Facebook, Twitter and other networks. For example, H&M offers branded virtual goods to players who check in at their stores. These goodsLocation-based check-in services provide large point boosts in the game to helpAn emerging field within mobile social media is location- players level up. Advertising Age reported, “Duringbased check-in services, where consumers use mobile the campaign, H&M was the most searched locationdevices to say where they are, often to earn virtual within the game, 700,000 users checked in to itsrewards such as badges and virtual goods. The crowded retail stores, and 8 million saw its virtual goods.”field of these services includes Foursquare, Gowalla,MyTown, Whrrl, Buzzd, Loopt, Brightkite, SCVNGR • CauseWorld encourages consumers to scan select– and most recently, Facebook Places. Google and Kraft products in stores to earn “karma points” thatYelp have also incorporated check-ins into their mobile can be donated to charity.applications. CauseWorld has turned these actionsinto acts of kindness with a philanthropic hook, and • IHG (InterContinental Hotels Group) partneredFoodSpotting lets consumers upload photos of what with Gowalla to extend its Hit It Big promotion.they’re eating wherever they go. When users check in with Gowalla at various IHG properties, they may win prizes such as double airMost of these services don’t have the scale to miles or gift cards at national retailers.attract marketers looking for mass reach, butmany have growing and dedicated audiences with • Loopt launched its companion app Loopt Star todisproportionate numbers of digital influencers, reward consumers’ loyalty for checking in to localand there are opportunities to reach consumers businesses. Promotions include Gap offering 25%with the right psychographics and demographics discounts for consumers checking in twice tofor certain brands. one of its stores, and Universal Music giving five free songs to people checking in at any bar withHere are a few examples of how they’re being used: two friends. Loopt emphasizes the power to get• TV network Bravo offers branded badges on consumers into stores with its cost-per-visit model, Foursquare for those who engage in activities similar to Whrrl’s pay-per-visit approach. mirroring the characters on their reality shows. Checking into a New York City restaurant, one • Brightkite ran a promotion with Starbucks that might earn the martini glass badge that says, “Way used augmented reality to locate grocery stores blog.360i.com twitter: @360i 45
  • that sell the company’s VIA products. When Developing a mobile social marketing finding a store selling VIA, the product’s logo could strategy be tapped for more information and mulitmedia When planning a mobile social marketing program, content, including videos. marketers don’t have to reinvent how they go about developing a strategy or determining whether opportunitiesNow is a good time for marketers to experiment make sense. There are four criteria in particular you canwith location-based social promotions, as there are use, as described in 360i’s Social Marketing Playbook,opportunities to build fun, creative promotions that meet which comprise the Social Marketing Strategic Lens.a brand’s objectives. Marketers should find a balance These operate in parallel with the Mobile Marketingbetween spending their consumer dollars on reaching Strategic Lens discussed on page 15.a mass audience with digital, as well as experimentingwith smaller bets that can pay off in a big way to reach • Does it use your social media arsenal? Whichinfluencers who can help spread the brand message assets do you have that could resonate well acrossorganically. Influence, not just scale, matters. mobile social media (digital content, physical or Bravo rewards “real housewives” H&M’s real products offer virtual with Foursquare badges. rewards in MyTown.46 MOBILE MARKETING PLAYBOOK Mobile Social Marketing
  • virtual goods, celebrity spokespeople, etc.)?• Does it follow best practices for social media Does it – and specifically mobile social media? Does leverage your it fit in with how consumers are using arsenal? mobile social services and technologies? Does it Does it Does it take advantage of the meet your follow the rules functionality of mobile devices (voice, objectives? of the road? location, SMS, camera, the iPhone’s accelerometer, etc.)? Does it provide a value• Does it provide a value exchange between exchange? the consumer and the marketer? Or to put it simply, what’s in it for the consumer? Do consumers gain information, exclusive access, 360i’s Social Marketing Strategic Lens social currency or physical goods? Why will they care? Conclusion• Does it meet your marketing objectives? Social media is driving much of the growth of mobile What are you looking to accomplish, and how media, just as it has fueled much of the growth in online does this play a role in it? pageviews and content. New sites and applications seem to sprout daily, while business models of existing playersAnswering all of these questions will help ensure the continually evolve to meet marketers’ needs. Marketersprogram is a success, and just as important, it will should continue to turn to the strategic lens to evaluatehelp avoid some common pitfalls. opportunities, as it can increase the chances of success for any social marketing program, mobile or otherwise. blog.360i.com twitter: @360i 47
  • THE NAIL FOR SOCIAL MEDIA’S HAMMER INTERVIEW WITH MICKEY ALAM KHAN EDITOR IN CHIEF, MOBILE MARKETERM ickey Alam Khan is the Editor in Chief of Mobile Marketer, the leading publisher of news, analysis and opinions on mobile marketing, media and commerce with the goal to help marketers understand howthe mobile channel can be used alone or in conjunction with other channels for branding, as well as forcustomer acquisition and retention. Following he weighs in on mobile social media, and how marketers canapproach their customers in the mobile social landscape.What characteristics of mobile devices lend How much of mobile social media involvesthemselves well to social media? extensions of online social media (e.g., Facebook, Twitter, etc.) versus offerings uniqueThe anytime-anywhere-always-on nature of mobile to mobile devices?phones lends itself well to social media, which is allabout connectivity and openness. The phone is with I think online social media services such as Facebookthe user at all times, and is especially used for social and Twitter rule mobile social media simply becauseand personal occasions if it’s not a company device. of brand awareness and ease of use. Of course, thereSo mobile’s the perfect nail to social media’s hammer. are strong social media brands such as MocoSpace,48 MOBILE MARKETING PLAYBOOK Mobile Social Marketing
  • ...Marketers must try to be friendly via social media, but not friends. Let consumers feel that they are part of the brand-building experience.Gowalla, Flirtomatic and Foursquare that are mobile What challenges can marketers expect, and arephenomena. there any ways to mitigate those challenges?Facebook and Twitter are easier to use on mobile Marketers can expect consumers to be in even moredevices since the handset constraints require simple control of what marketing and communications theydesign and cut to the chase. How they can monetize prefer. Newer mobile devices and better sites andsocial media on mobile devices is another story. applications will raise expectations of the quality of messages delivered, authenticity of experience, valueWhy should marketers care about mobile social delivered and privacy offered.media? To avoid any social media mishaps, marketers mustBuzz thrills – or kills. In this day and age when mobile understand that social media is first and foremost aconsumers set the tone for communications, it is medium for consumers to communicate with eachkey for marketers to understand how to manage other and shoot the breeze. Any marketing interruptiontheir reputation on social media sites and services. has to be a whisper, not a yell.Anything that smacks of marketing overkill will slowthe enthusiasm for the brand.Indeed, marketers must try to be friendly via socialmedia, but not friends. Let consumers feel that theyare part of the brand-building experience. Let themfeel they can personalize the relationship to the brand.Also, I don’t think we should think of online social mediaand mobile social media. They’re one – it’s the Interneton different devices, but it’s still interactive. People haverelationships with brands regardless of channel. blog.360i.com twitter: @360i 49
  • 7 MOAP BI PL LE ICA TIO NS
  • MOBILE APPLICATIONSKEY FACT More than 5 billion apps have been downloaded from the iTunes StoreGOALS IT ACHIEVES Engagement, branding, customer retentionBEST INTEGRATION POINTS Search, display, in-store, digital word of mouthApplications have become an enduring form of mobile media, thanks in large part to the easeof buying apps from Apple’s App Store and the increased usage of apps on Google Androidhandsets. The growing popularity of apps creates new challenges for marketers, as consumers’attention is split between apps and the mobile web. Marketers will have to prioritize and maketough decisions when allocating finite resources.Mobile app usage trends How marketers can use mobile appsOne of the biggest drivers of app usage is smartphone Marketers have three primary options for reachingpenetration. Nielsen reports that by Q3 2011, roughly consumers through mobile applications:half of U.S. mobile subscribers will use smartphones, • Advertise: Ad networks such as AdMob, Quattroand smartphone market share will only increase from Wireless, Millennial Media, Medialets, Greystripe,there. comScore reports that U.S. mobile subscribers Celtra and countless others can run ads withinare about as likely to have used a mobile browser as applications. It’s also possible to run customthey are to have downloaded apps, with both activities promotions directly with many app publishers andgrowing fast quarter over quarter. developers. Major publishers such as top news and weather apps may offer app ads bundled intoApple’s leadership here is uncontested. More than a broader cross-channel deal. Ad formats include5 billion apps have been downloaded across Apple text, video, polls, lead generation forms, click-to-mobile devices as of June 2010, and over 225,000 call, store locators and games.apps are currently available. The second largest appmarket, GetJar, is an independent provider offering • Integrate: Marketers can work with select appapps across various platforms; it has recorded more publishers and developers to create custom,than 1 billion downloads. integrated experiences that are far more involved blog.360i.com twitter: @360i 51
  • than ad buys. Several such examples are included ideas and changes in the technological capabilities in the Mobile Social Marketing chapter. Some apps of mobile operating systems and handsets. even reject standard ad units and will only run Updates also encourage consumers – who may custom promotions. These are of course harder to have moved on to other apps – to return and give develop and scale than running a mobile banner it another shot. This kind of commitment takes across thousands of apps, but the impact can be strong leadership and buy-in to muster the time considerable, as marketers may find deeper ways and budget required to keep it going, especially if to connect with their target audiences. the app takes time to gain traction.• Build: Building applications is an option for How marketers are using branded apps marketers, and the examples below show how Marketers have already deployed thousands of custom- apps have successfully been developed to fit in built apps. The application examples provided here are with a marketer’s overarching goals. There are for the iPhone, since marketers tend to follow the lead several challenges though: of both consumers and developers in starting with the - Most popular apps are for gaming and most app-friendly platform, but marketers have also entertainment, which may be a fit for certain found success creating apps for Android, BlackBerry entertainment and CPG brands but and other operating systems. is often not in line with objectives for other marketers. Kraft - Marketers will need to allocate Kraft’s iFood Assistant, one of the first sufficient budget to build the app and still most popular branded mobile and promote it. Without a strong apps, helps grocery shoppers decide commitment to promotion, the app what to buy and offers recipe ideas for may never gain enough visibility to home cooks. The most entertaining break through the tens or hundreds of content, cooking videos, still serves a thousands of other apps. Marketers very functional purpose, and consumers should also consider what channels are willing to pay $0.99 for the privilege – they have available for promoting the money they can potentially earn back by app, from email to in-store to branded reviewing the “budget wise” suggestions social profiles. within the app. - App development requires an ongoing commitment. The best apps, branded Kraft’s dedication to fulfilling home cooks’ or unbranded, go through constant iterations as needs has made the iFood Assistant a perennial they improve based on consumer input, internal top seller.52 MOBILE MARKETING PLAYBOOK Mobile Applications
  • Tiffany & Co The iPad may in time resemble the iPhone more,Consumers shopping for products with higher price presumably with a front-mounted camera in a futurepoints than a typical grocery list can also find relevant edition to enable video chat and other app interactions.apps. Tiffany & Co created an app that lets marriage- But it will never be as portable as a device someoneminded consumers browse engagement rings and can stick in their pocket. Click-to-call won’t matter atschedule expert consultations via phone or in-store. all, and location won’t matter as much. For a marketerThe app includes a tool, shown below, that lets users targeting an audience that’s using the iPad or seesplace a ring on the screen to determine what size it is. how the iPad fits into ways to achieve marketing objectives, the options of advertising, integrating and building remain relevant. Additionally, publishers and marketers will continue to mine the possibilities for using the iPad to distribute digital content and adapt traditional media such as books, magazines and feature-length videos. The device is the best format to date for adapting the aesthetics and intuitive format of traditional content, while providing enhancements Tiffany’s little blue (and white) app helps such as interactivity and portability. consumers shop for gifts in little blue boxes. Top 50 Apps by CategoryWhat about the iPad?The iPad is on track to be one of the fastest selling iPhone/iPod Touch iPadmobile devices ever, if not the fastest. In short, itmatters. Yet it’s not a mobile device in the traditionalsense. It’s more of a stationary device, used in Utilities Utilitiessituations where one is sitting in one place, whether Gamesit’s at home, at work, at a coffee shop, or on the train. Games ProductivitySilicon Alley Insider analyzed the top 50 apps for the ContentiPhone and iPod Touch and compared them to the topiPad apps. Games and utilities were popular for bothgroups, but iPad users also showed strong interest in Includes top 25 paid and top 25 free apps for each devicecontent and productivity apps. iPad users are more Category determined by SAI, not by iTunes categorizationinclined to lean back and consume content or lean Source: Sillicon Alley Insiderforward and get to work. blog.360i.com twitter: @360i 53
  • Evaluating mobile platforms for technologies that make the most sense for your branddeveloping apps and consumers.The mobile landscape is fragmented into analphabet soup of competing technologies, platforms There’s no question that iPhone and Android appsand standards. Should you build for the iPhone, get the most buzz. They’re sexy, slick and run on theAndroid and BlackBerry, or should you concentrate latest, most powerful devices backed by technologyon just one platform? Should you support both the titans Apple and Google. However, there is a gapiPhone and iPad? What about the different versions between the number of apps available for theseof Android? growing platforms and the number of people who actually own the devices.There isn’t one, simple answer – and there won’t beanytime soon. The key to developing a successful In the chart below, at first glance, it may seem thatmobile app or website is to select the devices and Java, Flash Light and Symbian are the natural choicesMobile Devices vs. Apps Available Device Installed Base (est. Q2 2010, in millions) Number of Apps Available in App Stores (Q2 2010) Symbian iPhone (iOS) Android Java ME BlackBerry Flash Lite Windows Phone3500 3000 2500 2000 1500 1000 500 0 0 50,000 100,000 150,000 200,000 250,000Source: VisionMobile, licensed under Creative Commons Attribution 3.0 License. Any use or remix of this work must retain this notice.54 MOBILE MARKETING PLAYBOOK Mobile Applications
  • for app development with their large install base. to the same functionality available on your existingHowever, it’s worth noting several points about this website. The primary difference is that the contentdata: and functionality is optimized to display in a mobile• Older platforms (such as BlackBerry and Windows browser. This is something all companies should Phone) lacked app stores until very recently, which consider doing. The fact is that mobile browsing is accounts for the low number of available apps. growing by leaps and bounds, and providing a mobile-• It took the Java ME platform (which represents optimized experience is fast becoming a requirement. the majority of “flip” phones) more than 7 years to build its library of 45,000 apps, while the iPhone The second type of mobile website is more like an app took just 2 years. Development activity on Java ME in that it provides specific functionality. For example, platform has slowed significantly as consumers a car insurance company may have a mobile website turn their attention to smartphones. that allows users to begin the insurance quote process,• Some platforms are easier to develop for than but does not provide every other service available on others. iPhone OS and Android are developer-centric the company’s website. platforms, while developing for the BlackBerry or Windows Phone is much more complicated. A mobile app is an actual program that’s installed on a mobile device – the same way Microsoft Word isDevelopers are definitely paying more attention to installed on your computer.the newer platforms. More importantly, iPhone andAndroid users are much more likely to downloadand use apps than users of all other platforms. Thismakes these two platforms (and, to a lesser extent,the BlackBerry) the current platforms of choice.The difference between mobile websitesand appsA mobile website is much the same as a regularwebsite. Both are viewed inside a browser, but mobilewebsites are built to run on the smaller screens ofmobile devices.There are two ways to approach mobile websites. First,it could be a mobile version of your existing website.This typically provides the same content and close Mobile App Mobile Website blog.360i.com twitter: @360i 55
  • There are some important differences that should be understood when making a decision on whether to build amobile app or website, as shown in the table below, adapted from DudaMobile: Mobile App Mobile Website Required Platform Must be developed for each Runs on all mobile devices with a platform individually (such as iPhone, browser (though there can be different BlackBerry, Android) requirements for different browsers) Development Costs Can be more expensive if developing Often less expensive if limited to standard for multiple platforms mobile browsers Barrier to Entry Apps must be downloaded and Like regular websites, users need only link installed on a device before use to the mobile website to use it Marketing A well-defined strategy is required to Marketing options for mobile websites are break into the top apps lists on app similar to those for regular websites: SEO, stores traditional media, blogs, Twitter and other social media. Additionally, mobile websites can be impacted by viral links. Approvals & With a few exceptions, apps must Mobile websites have no external Distribution be approved before they can be approvals, but also have no highly distributed via an app store. trafficked distribution channels Market Size Limited to the number of users on the Any mobile device with a web browser selected platform(s) Usage of Native Able to use all device capabilities (such It is possible to use features like GPS, Device Capabilities as the GPS, camera, voice, Bluetooth, offline data storage and video from within RFID, address book and calendar) mobile websites using the latest mobile browsers, which support HTML5. Access from the web to some native capabilities of mobile devices is still limited due to security and privacy concerns (e.g., access to address book or calendar) Upgrades More effort is required to release app Upgrades are simpler to release due to upgrades due to app store approval lack of external approval process processes; therefore, making quick, small changes can be challenging56 MOBILE MARKETING PLAYBOOK Mobile Applications
  • (continued from previous page) Mobile App Mobile Website Entry Costs Some app stores charge extra fees None for publishing or certifying your app (Apple charges developers $99 and enterprises $299; Research in Motion charges $200) Revenue Share Need to share sales revenue with 100% publisher/owner the app stores (Apple takes 30%, Research in Motion takes 20%) User Experience Full control of user interface; ability Limited to the capabilities of HTML/CSS. to build rich user experience User experience will largely depend on how the mobile website is designed and rendered in the browser Performance Able to achieve high performance Depends on website design and data through app code that runs locally connection speed, but generally less on the device immersive and responsive than apps Offline Browsing Apps allow to download content and HTML5 enables it to some extent, but work offline only on select devicesMethodology for mobile app and website • Is it useful to consumers?development • Are there existing apps or mobile websitesIt’s critical to have a process for evaluating whether a that do the same thing? If so, what are yourmobile app or website is best for you. The questions differentiators?below dovetail with the Mobile Marketing Strategic • How will it benefit your brand and business?Lens (see Planning in Mobile Marketing, page 15) butgo into far more detail for this scenario. 2 Determine your target audience If it’s too broad, your mobile website or app may try 1 Define the value proposition to do too many things poorly instead of a handful For every successful mobile website and app, of things well. If it’s too niche, there might not be a there are thousands that aren’t used or languish large enough audience to be worth the effort. The in app stores. Make sure that your mobile website key is to determine the audience that will get the or app has the potential to rise to the top by most benefit from the mobile website or app, and validating the concept. then tailor functionality to meet their needs. blog.360i.com twitter: @360i 57
  • 3 Choose a vehicle If building an app, choose a platform There are several decisions to make when Your first step toward a decision should be selecting a platform for mobile development. taking a look at the web server logs of your First decide whether to build a mobile website existing website. You may find that you’re or app. already receiving traffic from mobile devices, and understanding which devices can help Build an app if your concept requires any of the guide your platform decision. Developing for following: multiple platforms at once is generally a risky • Rich, interactive graphics and user interface decision – especially if the concept for your app • High performance is unproven. Instead, marketers can mitigate risk • Usability without an Internet connection by picking one platform to focus on and learning • Use of native device capabilities (such as the from and applying any lessons into the releases GPS or camera) for subsequent platforms. • Access to other applications on the device (such as the address book or calendar) 4 Select tracking Tracking is critical to your mobile app’s success. Build a mobile website if your concept requires Understanding how users are interacting with any of the following: your app will guide future releases. Established • More frequent updates tracking and analytics vendors such as • Shorter development times (in most cases) Omniture, CoreMetrics, WebTrends and Google • Less need for an immersive user interface, Analytics have solutions for tracking mobile and more focus on presenting data websites, although these solutions aren’t always • Lower barrier to entry (no installation required) appropriate for apps. A number of services have sprung up to fill this gap, tracking everything from Mobile websites can work perfectly well for product the number of installations, geographical location information, comparison shopping, store or venue of app users, app revenue, and app usage and location, basic information about entertainment behavior. Select vendors include: properties and commerce. Advanced elements • Pinch Media (http://pinchmedia.com) such as games and barcode scanners don’t work • AppClix/Mobilytics (http://appclix.com) as well, or at all, on mobile sites. If you want to • Localytics (http://localytics.com) provide immersive entertainment or rich product • appFigures (http://appfigures.com) demos, such experiences may only be possible • Flurry (http://flurry.com) through apps.58 MOBILE MARKETING PLAYBOOK Mobile Applications
  • Beyond tracking your mobile app or site, also Below is a table of the price point distribution for keep an eye on your main website’s analytics to the 200 most downloaded paid apps on Apple’s determine if significant numbers are arriving from App Store as of July 2010: mobile devices, and view the trends over time. An influx of mobile visitors may help justify the # of Apps Price investment in a more robust mobile presence. Be sure to take a good first-hand look at the experience 126 $0.99 on your sites for visitors using the mobile operating 33 $2.99 systems represented in your reports. 21 $1.995 Decide price point 14 $4.99 There are several ways to approach app store 3 $6.99 pricing: • Free: If your goal is to encourage as many 2 $3.99 downloads as possible, then a free app is 1 $7.99 the way to go. Marketers looking to generate buzz should almost always select this option. 1 $14.99 • Minimal Initial Charge with In-App 1 $49.99 Payments: Both the iOS and Android platforms allow for the distribution of low-cost apps (generally $0.99) that contain in-app opportunities for up-selling. For example, • Free and Paid Version: An option that’s Apple’s own iBook e-reader app is free, but been widely adopted over the past year is to users can then purchase individual books release both free and paid versions of apps. from within the app. Many games also use This strategy allows users to experience this functionality, allowing users to buy game your app with limited functionality, and then items or access to advanced levels. upgrade to the full-featured version once • Paid: App Store pricing trends change over they’re hooked. time, although $0.99 is still the de facto standard. More complex apps generally fall 6 Integrate advertising between $2.99 and $9.99. A small number of See the chapter on Mobile Advertising to learn specialized applications (such as navigation more about how marketers can run advertising in apps) can be upwards of $50, but these mobile applications. apps are rare. blog.360i.com twitter: @360i 59
  • Best Practices for Mobile Websites and Apps Mobile Website Best Practice or Mobile App Mobile devices have different screen sizes and resolutions; create an interface that Both scales to fit Quick startup or load time Both Sideload content as-needed instead of all at once Both For forms, use vertical scrolling instead of multi-page steps Both Plan space for advertising elements Both Use a clear, concise taxonomy that avoids jargon Both Keep copy and marketing messaging succinct Both Convert large graphics, charts and graphs to list-based data for easy viewing Both Refrain from using Flash as even platforms that support it do so poorly Mobile Website Use fewer images for faster loading Mobile Website Use a subdomain rather than a .mobi top-level domain (such as m.yourbrand.com Mobile Website instead of yourbrand.mobi) Allow time for app store approval processes Mobile App Plan for licensing fees Mobile App Include support for native device features where appropriate (such as GPS or the Mobile App camera)60 MOBILE MARKETING PLAYBOOK Mobile Applications
  • 7 Plug in social networks Background Users are increasingly engaging with social For years, Flash has been a de facto standard for web networks via mobile devices. Marketers can take content, with a market penetration of 95% to 99%. advantage of this trend by embedding social No other technology competed with its support for technology inside mobile websites or apps. animation, interactivity, and video, or with its browser- The largest and most obvious option is using agnostic and cross-platform availability. Facebook. Facebook’s API allows you to share app activity (such as a high score in a game, a The iPhone, however, has never supported Flash, and purchase or an event) back through the social Steve Jobs has declared it never will. Apple instead network. has cited that much of the web’s content was available on its phone, and content providers can use an A good rule of thumb is that any social network alternative: HTML5. API available to a traditional website is also available to a mobile website or app. Some social A new challenger arrives networks have created mobile-specific APIs to HTML5 is the newest version of the language that ease integration for developers. powers the web. It represents an attempt to adjust to the dramatic changes the web has undergone in the 8 Refine over time decade since the last major revision. Most significantly, Finally, users expect apps to be updated over it offers developers built-in tools to handle animation, time. Evaluate user feedback, tracking data and interactivity and video — all the areas in which Flash changing business goals to create a roadmap for has a virtual monopoly. app updates. Apple has a huge amount of influence over HTML5’s Most importantly for both mobile websites and immediate fate, because of WebKit — the rendering apps – remember that you are designing an engine that powers not just the iPhone browser, but interface for a finger, not a mouse. Positioning of most other “full” mobile browsers. Because WebKit is elements on the screen, and control gestures such so widely used, any technology it supports will achieve as pinch, zoom, and drag are unique to mobile. market penetration extremely rapidly.Flash vs. HTML5 The impact on marketersThe rise of the mobile web and smartphones set As new technologies grow in popularity, marketersthe stage for an unexpected conflict: Adobe’s Flash must find ways to take advantage of them. Flash’splatform vying for relevance against HTML5 and other long-time dominance on the web has provided therelated web technologies. time to develop a variety of ways to use its capabilities blog.360i.com twitter: @360i 61
  • to create effective and interesting advertisements. tools. Even in the worst-case scenario, Flash won’t be going anywhere soon.But the mobile space is still in its infancy, and it remainsto be seen how much of the technology that’s already Conclusionbeen developed will be transferable to it. Without For the foreseeable future, both apps and the mobilequestion, HTML5 is going to be an important tool, and web will keep taking up more of consumers’ time andthe first companies to master it will reap the benefits. attract wider audiences, especially as smartphoneDevelopers and creatives will need to learn new skills penetration takes off. The competition for attention withinto take advantage of the opportunity. the app market is daunting, and standing out requires a marketer’s steadfast commitment. If creating a brandedDon’t get lost in the hype experience isn’t the best fit for a marketer’s plans andIf HTML5 displaces Flash on the web, it will inevitably goals, there are still other ways to reach consumers.begin to do so on the desktop as well, over time. But Some of the toughest decisions will be whether toFlash is hardly dead yet. There are still many things prioritize mobile app or website development, as boththat Flash can do that can’t be duplicated with HTML5, figure prominently into mobile users’ consumptionand Flash has the additional advantage of a huge habits. Use the criteria in this chapter to evaluate whichdeveloper base and a mature suite of development option will best achieve your goals.62 MOBILE MARKETING PLAYBOOK Mobile Applications
  • HOW MOBILE MARKETING CAN FUEL BUZZ ENGAGEMENT FOR ENTERTAINMENT BRANDS INTERVIEW WITH VALERIE BROWN DIRECTOR OF CONSUMER MARKETING BRAVO v alerie Brown is the Director of Consumer Marketing at BRAVO where she is responsible for the advertising and promotion of BRAVO’s slate of original programming across all platforms, including broadcast, print, radio, out of home and digital media. During her six-year tenure with BRAVO, she has forged consumer-driven marketing partnerships and content promotions with major digital media firms such as Twitter, Facebook and Foursquare. 360i sat down with Valerie to learn more about BRAVO’s mobile marketing objectives, the challenges of building versus integrating in the crowded mobile app space and more. What are BRAVO’s goals when it comes to and after our show, wherever the user is. We would mobile marketing? How do you approach this be remiss to not factor in such a personal device channel as it ties into your overall marketing into our marketing strategy given its ever-increasing and business objectives? importance in the consumer’s lifestyle. Our goal and challenge is to engage the influential BRAVO viewer The greatest challenge facing television marketers who is affluent, engaged and tech forward. 80% of our today is the decrease in live viewing, and the increase mobile users are on smartphones, a valuable insight of what we call time-shifted viewing or DVR viewing. that validates numerous successful applications on Mobile marketing presents a unique opportunity in our the iPhone and iPad such as BRAVO Now, Top Chef daily task of engaging the consumer before, during Foodie Fight and Guides by BRAVO, to name a few. blog.360i.com twitter: @360i 63
  • Mobile marketing presents a unique opportunity in our daily task of engaging the consumer before, during and after our show, wherever the user is.Finding deeper levels of engagement extends and It was also an opportunity to reinforce BRAVO as anstrengthens our brand identity off-air. Our iPhone innovator. In being the first entertainment partner,application, Guides by BRAVO, offers nightlife, we created meaningful mobile content and rewardsdining and shopping recommendations, including for viewers. Recently, we partnered with Sephora,suggestions from our BRAVO-lebrities. In addition, a like-minded brand in offering Foursquare Reallive experiences such as the BRAVO Talk Bubble Housewives badge holders coveted, tangibleencourage viewers to tune-in live for a chance rewards that were endemic to the show. The buzzto tweet with their favorite BRAVO-lebrities. Our generated exceeded expectations. In addition,emerging media team maintains a consistent Foursquare provides a unique opportunitydialogue with the consumer, pushing messages via for advertising partners in reaching influentialSMS/MMS, introducing them to several successful consumers such as Real Housewife or Top Chefinitiatives such as our mobile clubs as well as to on- badge holders who are more likely to recommendair experiences such as live voting to engage fans a new product or venue. Imagine checking into adeeper into BRAVO content and experiences. department store and being rewarded as a Top Chef badge-holder with a 20% discount. This isBRAVO was one of the first brands to partner with the potential we see for Foursquare, and why wethe location-based social platform Foursquare. partnered with them. Our next steps are exploringWhy did you decide to be part of the initial test opportunities for scale.with Foursquare, and how did this align with yourobjectives? When do you look to integrate with apps such as Foursquare versus building your own, such asFoursquare’s mission of ‘go out and do something’ fit your iPhone Application, Guides by BRAVO?seamlessly into our mission to engage and create adeeper bond with the consumer on a local level, as It’s a parallel path. Tremendous challenges exist inwell as a medium to offer tips and recommendations building a custom application such as timing, costfrom our stars such as Isaac Mizrahi. and resources in creating and refreshing content. A64 MOBILE MARKETING PLAYBOOK Mobile Applications
  • partnership with an existing application with scale is first base, and home plate is always the rating.allows us to reach digital influencers in the most timely Custom applications, innovative partnerships andand cost-effective fashion. In addition, we develop inventive, integrated advertising allow us to achieveproprietary apps that speak to the core viewer where this goal.we can leverage existing efficiencies. What are you finding most exciting among what’sHow much of mobile marketing is about emerging in mobile marketing?promoting the TV programs and driving tune-inas opposed to staying top of mind wherever your Mobile social applications such as BUMP are on ourviewers are and whatever they’re doing? radar as well as emerging opportunities in the location aware space. With digital leaders such as Google,Until sufficient metrics demonstrate how mobile Twitter and Facebook now investing in this space,marketing can affect a rating, our philosophy is to location-aware marketing and mobile marketingbe relevant, buzzy and ubiquitous. Being top of mind overall can no longer be ignored. blog.360i.com twitter: @360i 65
  • 8 CO MM SH E OP RC PIN E G
  • MOBILE COMMERCE SH0PPINGKEY FACT 44% of smartphone users have downloaded shopping appsGOALS IT ACHIEVES Sales (online, mobile and offline), purchase considerationBEST INTEGRATION POINTS Search, display, in-store, print, out-of-home, onlineMobile commerce is in its infancy, with relatively few consumers making purchases directlyfrom their mobile devices, and relatively few retailers and marketers offering an easy way forconsumers to do so. Yet consumers are increasingly shopping via mobile handsets, as theyresearch products and services before completing transactions in stores or online. Couponsdelivered via mobile media are sending more consumers to stores, and several competingformats of mobile barcodes are delivering product information largely to smartphone users.The accelerated intersection of mobile, local, social and commerce is erasing the distinctionbetween online and offline environments.How consumers shop via mobile devices Compete illustrated mobile’s role in research in aThere are three primary ways consumers use their study of the travel industry. It reported that less thanmobile devices to shop: 1% of consumers use mobile exclusively for travel research and booking, but 30% of consumers use 1 As part of the research process before mobile in conjunction with online research, and 22% they are ready to make a purchase use mobile in conjunction with online booking. Even if it will take time for consumers to be comfortable 2 In-store when ready to make a purchase planning and booking trips using mobile devices, it’s decision already playing a role in the process, a role that will only grow as marketers develop and enhance their 3 Completing transactions directly from the mobile offerings. handset blog.360i.com twitter: @360i 67
  • Mobile Phone Use web-enabled mobile phones with them into a storefor Travel Research and Bookings can do online research at the point of a purchase decision.”(Behaviorally targeted Mobile Onlysurvey, Jan-Feb 2010, Both Scott Dunlap, CEO of mobile shopping servicen=1246) Online Only NearbyNow, recommended to eMarketer what retailers should do. He said, “Mobile shoppers are100% 0.4% 0.2% 0.3% simultaneously in the physical world and in the 22% 26% online world at all times… They just don’t want to 80% 30% feel stupid by finding out later that [a product is] 60% 30% off on an online shopping site. I think it’s very 69% 78% 73% smart for a retailer to put a mobile shopping app in 40% front of consumers because if they end up going to 20% Amazon.com, that retailer is going to get underbid— guaranteed. Retailers need to reward people for 0% showing up in their stores.” Research Booking Total Mobile commerce is starting to become more Source: Compete.com commonplace, as well. A Mobile Marketing Association Survey from May conducted with LuthCompete further broke down all the ways smartphone Research noted that 17% of U.S. adult mobile phoneusers shop. The greatest numbers use their phones owners used their phone to purchase apps, ringtonesto get second opinions while they shop (62%) and and other content. Another 6% received couponslook up store locations or hours (53%). Another 44% or discounts from their phone, and 6% purchasedhave downloaded a shopping application to their physical goods or non-mobile content from theirphone, and 39% seek retailer or product coupons. handsets.Compete noted 44% of consumers with smartphones A Forrester Research study in conjunction withuse their devices to check prices of items while Shop.org released in June indicates the progressshopping in stores. eMarketer Senior Analyst Jeffrey being made, noting 74% of U.S. online retailersGrau recently cited this trend as well, noting, “Until have a mobile strategy or are developing one. Yetnow, researching online and buying in a store have retailers say consumers using mobile web browsersbeen sequential activities that take place hours, days account for less than 3% of total site traffic and 2%or even weeks apart. But customers who bring their of revenue.68 MOBILE MARKETING PLAYBOOK Mobile Commerce & Shopping
  • Mobile Shopping-Related ActivityHow often did you perform each of the following shopping-related activities on yoursmartphone while shopping and away from your computer?(Percent of smartphone owners who perform the following activities at least once a month, n=1246) Call, text, or send a picture message to someone to get 62% their opinion on a product while in a store Look up the address of a store or the store hours 53% Check the price of an item while at a store 44% Review a product description 44% Check the status of an order that I originally placed online 41% Look for retailer or product coupons 39% Look up shipping information of an item that I am 37% considering purchasing online Check to see if an item is available for in-store pickup 37% Make a purchase on my smartphone 35% Read a review while in a store 35% Check the status of a rebate I recently submitted 29% Source: Compete.comMobile coupon usageCouponing is already a booming industry in a global million in 2009 to $6.53 billion in 2014, though it’s stilleconomy bouncing back from a recession. The well below Internet coupon spending, which will growNew York Times cited retail technology firm Inmar’s from $4.2 billion to $22.6 billion over that span.figures showing 50 million coupons were redeemed in2009, up 263% over the previous year. Coupons are Mobile couponing is promising in that it rewardsattracting even more interest now thanks to advents consumers for trekking to retail stores. Like the age-in mobile marketing. Borrell Associates forecasts that old store-distributed paper coupon, mobile couponsU.S. mobile coupon spending will climb from $90 incentivize purchases, but go one step further to blog.360i.com twitter: @360i 69
  • consumers always have their mobile devices with them. There are many ways to allow consumers to sign up for coupons: • Set up an SMS program for consumers to retrieve coupons through their mobile devices. IHOP offered consumers a free short stack of pancakes to anyone who texted “IHOPFREE” to a certain shortcode. • Allow consumers to sign up online to receive offers to the phone – through a website, a deal or Mobile coupons can be delivered via text message, custom apps, barcodes or other formats. coupon site or a branded presence elsewhere such Image source: joepemberton on Flickr as through a social network.capture handset data for future marketing efforts. • Partner with location-based ad networks andCreating a mobile-friendly environment is crucial for local technologies such as Placecast, iLoop Mobile andstore managers, who should ensure that signal levels NearbyNow, along with other mobile ad networkson all major carriers are strong within their floorspace. discussed in the Mobile Advertising chapter, toOtherwise, prospects may leave to find a signal. target consumers with offers in specific locations. Consumers can receive offers directly from the360i Vice President of Retail & ECommerce David mobile ads.Randolph wrote about coupons on 360i’s blog in April2010, saying, “This is the time for retailers to be in • Offer coupons through out-of-home technologiesfull testing mode. Mobile is a long way from mass such as Blue Bite that deliver coupons in selectpenetration, but growing in its importance as a staple stores or outdoor environments via Bluetooth orof marketers’ plans.” Wi-Fi networks.How mobile coupons work Coupons can generally be redeemed in stores at aMobile couponing can be effective for customer register by having the consumer show the cashierretention, driving consumers to the store or reaching the coupon, and the cashier can enter the code. It’sconsumers when they’re in the store. A benefit of mobile also possible to scan the phone directly. A pioneer incoupons compared to their print counterparts is that the space is Target, which in March 2010 claimed to70 MOBILE MARKETING PLAYBOOK Mobile Commerce & Shopping
  • be the first national retailer offering scannable mobile there were 50% more check-ins at its locations.coupons. Consumers can sign up online, at Target’s Milwaukee hamburger restaurant AJ Bombersmobile site, or by texting “coupons” to 827438 offered a free cookie to any Foursquare user that(TARGET). Consumers are then directed to a landing added a tip and a free burger for mayors, and itpage with multiple offers available at the nearest netted a 30% increase in purchases. During summerTarget, all of which can be redeemed by scanning a 2010, Twitter launched its @earlybird accountsingle barcode at checkout. to deliver exclusive offers from marketers, and marketers should expect the program to expand to local and mobile versions if it’s successful. Mobile applications can also connect with marketers’ loyalty programs. For instance, dessert chain Tasti D-Lite allows consumers to earn points (and ultimately free products) by broadcasting their check-ins and orders across Foursquare, Twitter and Facebook. The CardStar mobile app for smartphones provides a way for consumers to manage their reward cards for a range of marketers while also offering coupons and deals. The technology behind mobile couponing is still in its early stages but is progressing rapidly. The New York Times covered an IBM product called Presence, reporting, “Shoppers who sign up can be detected as soon as they set foot in a store. That enables Presence to offer real-time mobile coupons. And tracking shoppers’ spending habits and browsing Target consumers can redeem multiple coupons time in various departments can help the system with a single mobile barcode. figure out who might be moved to suddenly buy a discounted item.” IBM further noted it is employing “predictive analytics,” a field that has developedOther forms of coupons are evolving through social rapidly online. Through mobile media, analytics canmedia. Foursquare reported that when Starbucks connect online and offline behavior.offered $1 off any size Frappuccino for its mayors, blog.360i.com twitter: @360i 71
  • Mobile payment options PayPal rival. Going forward, look out for a programAs consumers increasingly complete transactions reported by Bloomberg where Discover Financialdirectly from their mobile devices, there are many Services and Barclays are working with AT&T, Verizonoverlapping and competing ways to pay for purchases: and T-Mobile to develop a way for consumers to pay by swiping their smartphones over terminals.• Credit cards: While credit cards are ubiquitous for most mobile phone owners, entering a 16-digit • Pay via phone bill: Services like Boku allow credit card number on a tiny keyboard or touch- charges to appear on a consumer’s mobile phone screen can try consumers’ patience, especially bill after opting in via SMS. when consumers must also enter billing and shipping information. • Peer-to-peer payments: PayPal created an app incorporating Bump Technologies that allows users• Stored registration by site or application: Sites to pay one another by tapping their iPhones together; such as Amazon have many users’ registration data payments can also be sent from the app via email. on file, and billing and shipping preferences carry Startups like Venmo also allow mobile money transfers. over to their mobile sites and applications. It’s a major time saver for users, but only for loyal customers who • Scan credit cards with mobile devices: Square, already made a purchase through that site. launched by Twitter co-founder Jack Dorsey, allows any merchant or user to accept credit• Stored registration by handset: The defaults for card payments directly from the mobile device. making purchases for applications via the iPhone Retailers could provide these devices to their sales and Android respectively are through iTunes and associates or collect payments at events. Google Checkout payment services. These make it easy to buy mobile content, but also consumer products, as Apple demonstrated with its Apple Store app that accepts payment via iTunes logins.• Credit card applications: Visa developed its In2Pay application that works with a custom iPhone case that can be scanned at retailers’ contact-free terminals to instantly process the transaction. Rival MasterCard is letting developers use its payment technology in their mobile and Square turns any smartphone into a credit web apps and launched its MoneySend app as a card terminal72 MOBILE MARKETING PLAYBOOK Mobile Commerce & Shopping
  • Mobile barcodes currently has no app store online, app developers useAnother quickly developing technology within mobile QR codes to link to their mobile applications, as Yahoomarketing is the use of mobile barcodes, and there did to promote its suite of apps.are many competing formats. While most barcodesrequire applications to read them and are much moreaccessible via smartphones, they’re often an efficientvehicle for linking the physical world with mobile media.Some barcode scanning applications like ShopSavvyand RedLaser center around standard UPC (1D)barcodes that are commonly printed on productpackages. 1D barcodes have the advantage of alreadyexisting on countless consumer products, but they’remore difficult to create and customize. Yahoo! promoted its mobile apps with QR codes.There has also been traction with 2D barcodes, oftenthought of as QR codes (beyond QR, there are othersimilar formats such as data matrix). Additionally, Barcode case studiesthere are many propriety barcode formats built on 2D Universal Pictures and RedLasertechnologies, several of which are discussed below. To promote the release of the Jude Law film “Repo2D barcodes tend to be easy to create, and they can Men” that included barcode scanning as an integralbring up a range of content such as links to mobile (and gruesome) part of its plot, Universal Pictureswebsites, text messages, click-to-call phone numbersand multimedia.Google in particular is especially bullish about QRcodes, incorporating them into Google Places. Localbusinesses can download QR codes that link to amobile edition of their Google Place listing, or a mobilecoupon. The business can then use these codes instores, in print ads or on other promotional materials.Additionally, Google has emphasized QR codes topromote apps for its Android devices. Since Google blog.360i.com twitter: @360i 73
  • incorporated barcodes into its print movie postersin a program developed in conjunction with 360i.When accessed with the popular barcode scannerRedLaser, a landing page appeared with exclusivecontent related to the film. This was a rare example of1D barcodes leading to entertainment content insteadof product information.Bosch and QR codesTo promote its VitaFresh refrigerators in Germany,Bosch placed oversized, wrapped packages of meat Select barcode scannerspurportedly coming from dinosaurs, mammoths and There’s more than one way to scan a barcode. Heresaber-toothed tigers in supermarket freezers. The are some of the more interesting scanners to considerpackages included QR codes that linked to product for marketing programs, included because of theirinformation for its appliances, garnering 75,000 views consumer popularity, marketing applications, technicalfrom customers in the stores. capabilities or all of the above. Jagtag Supports: Proprietary format, which can be branded Features: Consumers take a picture of the Jagtag barcode and send it via MMS to receive special links, content, deals or other information. Microsoft Tag Supports: Proprietary format, which can be branded Features: Microsoft emphasizes the controlUnilever and Jagtag marketers have over creating and tracking barcodesWhen Unilever launched its new men’s grooming through this format that must be scanned with aproduct Axe Twist, it created custom branded barcodes proprietary reader. Microsoftwith Jagtag. The codes could be photographed reported that more than 1and sent via MMS (multimedia messaging service) billion tags have already beento 524824. Consumers in return received exclusive printed. A range of marketersvideo clips that Axe produced with comedy site and publications are using tags,Funny Or Die. from the Mall of America to Get74 MOBILE MARKETING PLAYBOOK Mobile Commerce & Shopping
  • Married magazine. Scan the microsoft tag on the Stickybitsprevious page to access a must-read blog. Supports: 1D and proprietary barcodes Features: The Stickybits scanner, powered byRedLaser (acquired by eBay in June 2010) RedLaser, allows anyone scanning a product’sSupports: 1D barcode to leave comments with text or multimediaFeatures: Scan product barcodes to look for local and view every “bit” others have recorded. Theand online retailers, food allergens, nearby libraries, scanner also works with Stickybits codes availableand other information. for free on the site or as stickers that can be ordered for a fee. Brands can work with Stickybits to haveScanLife their own content listed first when their productsSupports: 1D, 2D and proprietary EZcode are scanned.Features: The reader scans a range of barcodes,including its own EZcode (pictured at right). Anyone Conclusioncan create EZcodes for free, but for a fee, business The good news for retailers, packaged goodsaccounts have more options for what actions can be brands, travel marketers and others is that theretaken with the code. Premium are no longer technological hurdles to deliveraccounts also include analytics product information, offer coupons and completefor the number of scans, unique transactions through mobile devices. All of this isusers, time of scan, handset, especially easy to accomplish with smartphones,carrier and demographics and in 2011, smartphone penetration should(where available). handily surpass the more limited feature phones in the United States.ShopSavvy by Big in JapanSupports: Primarily used for 1D, but also works with 2D However, other hurdles are numerous. CouponFeatures: With a user base of more than 5.5 million, scanners can be difficult to implement at the point ofthe app includes inventory and pricing information sale. Staff in stores must be trained how to acceptfrom over 20,000 retailers. Big in Japan also offers mobile barcodes or SMS-based coupon codes.AdOns – ads targeted based on the product scanned The wide variety of barcodes – including the namesand its location. Ads can include content such as (1D, 2D, UPC, QR, etc.) – create confusion amongproduct information and video, and its offerings in marketers and consumers alike, and both seek athe works include food and allergy information, comic more consistently reliable experience. With completingbook previews, event tickets, coupons, trailers and transactions, the challenges trigger flashbacks toproduct reviews. Ads are sold on an auction basis for online retailing in the 1990s; security concerns, on-popular barcodes or locations. site usability issues and widely varying capabilities by blog.360i.com twitter: @360i 75
  • merchants create a chicken-and-egg dilemma. are. Barcodes themselves are evolving from a novelty to a necessity, delivering detailed product information,Mobile shopping in many ways will be easier for discounts and relevant content, and the value propositionmarketers and retailers than the 1990s migration to the is starting to catch on with consumers.web. First, consumers and marketers have becomefar more technologically savvy. Mobile devices are also Mobile shopping by many measures has arrived. For themuch more convenient for some aspects of shopping. vast majority of marketers working with major brands,Coupons can be delivered directly to devices rather the question is not whether consumers are engagingthan requiring the intermediary step of printing when in mobile shopping. Marketers instead need to askoffering them online. It’s also much easier to create a how their consumers are shopping with their mobileseamless experience for consumers with mobile media devices and how they can reach these audiences asto fulfill immediate needs based on exactly where they behavior and technologies rapidly evolve.76 MOBILE MARKETING PLAYBOOK Mobile Commerce & Shopping
  • MOBILE INNOVATION : WHAT THE U.S. CAN LEARN FROM JAPAN by NAOKI MURAMATSU VP, DIGITAL BUSINESS DEVLOPMENT DENTSU HOLDINGS USA D uring the past decade, Japan has been at the policy makers, operators, device manufacturers, forefront of innovating in the mobile space, content providers, marketers and agencies. Together, pioneering QR codes, mobile payment systems, these key stakeholders have helped each other grow location-based services, mobile couponing, front- the overall industry as well as drive consumers to facing cameras and mobile social networking. These engage with the mobile space. advanced functionalities and services have moved from innovative technologies to integral parts of By agreeing on common technologies that all people’s daily lives in Japan. competitors can leverage, the Japanese mobile phone industry was able to collectively focus on innovating As the mobile industry takes off in the United States, on platforms, instead of focusing on driving platform here are a few takeaways that we can learn from the and technology adoption. mobile phone industry in Japan: LESSON TWO: Competition is the driver of LESSON ONE: Collaboration is key innovation One of the main drivers of innovation in the mobile phone At the same time, while the spirit of collaboration has industry in Japan has been a spirit of collaboration turned key stakeholders into partners, competition is among key stakeholders, including governmental still the primary driver of innovation, with consumers blog.360i.com twitter: @360i 77
  • ...Now is the best time This “collaborative competition” dynamic has resulted in a truly unique ecosystem within the Japanese mobile for us in the U.S. to industry in which growth and innovation flourish. review what Japan has LESSON THREE: Focus on the behavior, not the done for the industry and technology itself to evolve for the needs While QR codes have taken off in the Japanese market, we all know that QR codes have yet to substantially of our market. gain popularity and usage in the Western market. Yes, technological treasures are there. From little trials to large-scale projects, now is the best time for us in thebeing the primary beneficiaries. Operators continuously United States to review what Japan has done for thelowered pricing plans to acquire more subscribers, industry and to evolve for the needs of our market.content providers developed more attractive offeringsto increase traffic, and marketers tried to maximize The point, however, isn’t just to focus on the technologythe power of the new channel by delivering innovative itself, but to focus on the consumer need. By takingengagement vehicles. a more consumer-centric approach to developing mobile, we’ll ensure the needs of both marketers andTwo characteristics really helped drive this growth – consumers are met.direct billing structure and channel positioning. First,since the beginning, direct operator billing has been The world is certainly becoming more “flat.” We’ll soonwidely adopted in Japan, which enabled users to easily move away from regional mobile platforms to globalsubscribe and unsubscribe to paid content; content ones. With overall mobile growth being accelerated byproviders, in turn, can monetize their content without the emergence of the smartphone, we must take thehustle. Second, marketers have utilized mobile both spirit of “collaborative competition” from Japan andas a media vehicle and as a tool to promote sales. apply it around the world to drive mobile innovationThis channel positioning made mobile an intersection forward.of consumers, marketers and content providers,which evolved itself from supplemental media outlets Eugene Chung, Strategic Development Director atto generate revenue. Dentsu Holdings USA, contributed to this article.78 MOBILE MARKETING PLAYBOOK Mobile Commerce & Shopping
  • 9 PATH RT OU ING GH TS
  • PARTING THOUGHTSOVERCOMING THE CHALLENGES OF MOBILE MARKETINGIf this Playbook has been largely bullish on mobile marketing, that’s because marketers canbe doing more to reach consumers who are increasingly turning to mobile as the first screen,not the third. This Playbook has addressed challenges that marketers face, and those areenumerated here. By understanding the challenges, marketers can plan for them and, in thebest case scenarios, use them to their advantage.1 Insights are often less accessible. How do you develop enough creative units that Some research firms have beefed up their work across all of the devices included in a media mobile offerings during the past year, but such plan? Fragmentation becomes a hurdle at so information often isn’t as robust as what’s many stages of the process. available for websites and Internet users. 4 Scale will continue to be a challenge in2 It’s another source of data to monitor. the short-term. Marketers need to analyze how mobile users Consider mobile search projections from RBC are accessing their mobile sites and how Capital Markets that ran in Silicon Alley Insider. those behavior patterns match up with what Over the coming years, mobile search will grow at users are doing online. This can be even more a faster pace than global web searches, but even complicated if there are separate mobile sites in 2012, mobile volume will be about a quarter and applications. of web search. The issue of scale pops up everywhere, and it’s closely correlated with the3 Fragmentation will be one of the more fragmentation issue. Do you target consumers persistent mobile marketing challenges. on the iPhone where mobile media consumption Which devices and operating systems are used is robust, or do you go broader across different by your target customer base? How does your devices and operating systems to achieve the target audience divide their time across various maximum reach? Scale issues will ease as more mobile channels? How can you find them across publishers, networks and devices ramp up their a jumbled array of publishers and ad networks? users, usage and inventory.80 MOBILE MARKETING PLAYBOOK Parting Thoughts
  • Total Searches on Smartphones and PCs (in billions) 2500 2000 Global Web Searches 1500 1000 Searches on Smartphones 500 0 2009E 2010E 2011E 2012E Source: Silicon Alley Insider Chart of the Day Data: RBC Capital Markets Corp.5 Many marketing opportunities are entirely impact in the Mobile Marketing Overview for some new for mobile. rationale), but it makes mobile more difficult to From SMS ads to location-based check-in deals sell. Alternatively, marketers will often run mobile and mobile barcodes, these new opportunities campaigns with miniscule trial budgets so the require new creative and new thinking for how impact underwhelms, and there isn’t a chance to to best use them. The biggest challenge is the optimize the campaign. Disheartened, marketers learning curve to understand how these very new can wind up dismissing mobile as ineffective marketing opportunities can tie in with marketers’ before fully understanding how to best use it. overarching strategies. 7 Integration is imperative.6 Costs tend to be too high or too low. Given how seamlessly consumers use their Advertising rates tend to be higher than what mobile devices to navigate between digital and marketers are used to paying for similar inventory traditional experiences, marketers need to tell a online, sometimes exponentially so. These costs cohesive story. Email and radio can build SMS can often be justified (refer to mobile’s brand lists, in-store messaging and Sunday circulars can blog.360i.com twitter: @360i 81
  • promote mobile shopping apps, and barcodes 0 Mobile shopping can try the patience of on packaging can drive video views of a trailer. marketers and consumers. This requires coordination across marketers’ Coupon scanners can be difficult to implement at organizations and agencies that wasn’t always the point of sale. Staff in stores must be trained managed with online marketing, and wasn’t how to accept mobile barcodes or SMS-based always necessary in the same way it is for mobile. coupon codes. The variety of barcodes adds to the confusion. With completing transactions, the8 The ownership of mobile in a marketer’s challenges include security concerns, on-site organization is often unclear. usability issues and widely varying capabilities by Is the owner a digital marketing lead, even if mobile merchants. has major traditional marketing implications? Is mobile used strategically or more tactically? Which All of these challenges can and will be overcome. agencies can handle which elements of mobile Some require a learning curve, from marketers marketing? Top-down buy-in can elevate mobile’s figuring out how to run integrated mobile programs visibility within an organization, but it also needs to to consumers learning how and why to scan a be clear who will execute on the vision. barcode. Many just take time, as the trends of smartphone adoption, mobile search usage and9 The pace of innovation and change mobile shopping are all accelerating at a fast clip. continues to accelerate. Marketers have an incredible opportunity today to Quick, name the latest “iPhone killer” Android address these issues head on: ramping up adoption phone being released this week. Name the by educating their colleagues and their consumers, top paid and free apps in the iTunes store. pushing their research vendors, agencies and Name the hot mobile ad network that just got publishers to address their needs and continually funding. Whatever the answers are, they’ll be optimizing their mobile programs to better achieve different next week. Some of what’s new and objectives. improved will matter, and much of it won’t. Even established companies may be under Conclusion the radar for marketers with limited experience We’re now at a turning point, where mobile usage in mobile. Companies like 4INFO, Greystripe, is prominent enough for it to be a viable marketing InMobi, Millennial Media, NearbyNow, Nexage, channel for any kind of marketer or brand. At some SCVNGR, Square, ShopSavvy and Whrrl point, mobile media usage will likely rival and then all sound like some alphabetic jumble until surpass Internet usage, and this will fundamentally marketers understand how they fit in with mobile change how marketers find and build relationships advertising, shopping and social media. with their target audiences.82 MOBILE MARKETING PLAYBOOK Parting Thoughts
  • There are tremendous opportunities within mobile. The doing mobile marketing; that only sets up such programsperspectives throughout this Playbook can help make to underwhelm the marketer – and the consumer.the case to expand your mobile marketing initiatives,from the market norms to the shopping habits to the Such obstacles, though, shouldn’t get in the way ofbest practices for a range of mobile advertising tactics. incorporating mobile when and how it makes sense.Beyond all this, there’s the opportunity to experiment, With all of the opportunities mobile offers today, atlearn, optimize, lead and serve consumers in ways this point mobile should be included in any majorthat competing brands aren’t able to do yet. These integrated campaign or marketing program, and itbenefits can further add to mobile’s returns. should always be part of the consideration set.Granted, mobile marketing has its challenges, from As much information as you may have pored overfragmented handset and operating system markets to here, it’s meant to be a starting point. We welcomeevolving metrics and pricing standards. And the last any thoughts and questions that arise as wething any marketer should do is to allocate a few dollars collectively work to address the opportunities andto some mobile add-on just to be able to say they’re challenges ahead. blog.360i.com twitter: @360i 83
  • GLOSSARY Term Description 1D Barcodes Also considered linear barcodes, with UPC being the most common example 2D Barcodes A barcode format that can hold more data than 1D formats; QR codes are the best known example 3G A mobile communication standard, that allows simultaneous use of speech and data services at higher data transmission rates (14Mbit/s) 4G Fourth generation of cellular wireless standards, allows for even higher data transmission speed than 3G; currently only available in select markets on certain devices Android Google’s Linux-based operating system for mobile devices. Latest version 2.2 (nicknamed FroYo) was released on May 20, 2010 BlackBerry A line of smartphones developed by RIM, primarily known for its ability to send and receive emails. Second most popular smartphone after Nokia’s Symbian OS worldwide Bluetooth An open wireless technology standard for exchanging data over short distances (using short length radio waves) from fixed and mobile devices BREW Binary Runtime Environment for Wireless, a mobile application development platform originally designed for CDMA mobile phones by Qualcomm; primarily seen on old-style “flip” phones Flash Lite A version of Adobe Flash Player for mobile phones and devices GPS Device A device that receives Global Positioning System (GPS) signals to determine its present location HTC A Taiwan-based manufacturer of mobile devices. The HTC Dream device (known as T-Mobile G1) was the first phone to use Android mobile platform HTML5 Newest, in-progress HTML standard; includes native audio and video playback in a browser, geolocation support and offline storage database84 MOBILE MARKETING PLAYBOOK Glossary
  • (continued from previous page) Term Description iOS Mobile operating system developed by Apple that runs on the iPhone and iPad iPad A tablet computer developed by Apple, includes multi-touch screen, runs iOS operating system. Applications are distributed via Apple’s app store iPhone A line of Internet and multimedia-enabled smartphones designed and sold by Apple. The user interface is built around the multi-touch screen and includes a virtual keyboard; also runs iOS Java ME Java Platform, Micro Edition – a platform designed for mobile devices by Sun Microsystems. Commonly found on old-style “flip” phones Less Framework An HTML5 powered CSS framework for building smart website layouts for varying screen widths MMS Multimedia messaging service, a standard for sending multimedia to and from mobile handsets Mobile Web Refers to the use of Internet-connected applications, or browser-based access to the Internet from a mobile device - such as a smartphone or tablet PC QR Codes See 2D Barcodes Samsung Bada A mobile operating system developed by Samsung Electronics. Designed to cover both low-end feature phones and smartphones. SMS Short message service, or text messaging Symbian OS One of Nokia’s mobile operating systems for mobile devices and smartphones. Devices running Symbian OS account for 46.9% of smartphone sales, making it world’s most popular mobile OS. WebOS Palm’s mobile operating system, runs on Linux kernel; recently sold to Hewlett-Packard Windows Phone Microsoft’s operating system for mobile devices and smartphones. Currently fifth most popular mobile OS worldwide Source: Adapted from Wikipedia blog.360i.com twitter: @360i 85
  • ABOUT 360360i is an award-winning digital marketing agency that drives results for Fortune 500marketers through insights, ideas and technologies. 360i helps its clients think differentlyabout their online presence and evolve their strategies to take advantage of the new worldof marketing communications – one where brands and consumers engage in interactiveand multi-directional conversations. Current clients include Kraft Foods, JCPenney,Coca-Cola, NBC Universal and H&R Block, among others.For more information and to discover industry insights and trends, please visitblog.360i.com or follow the agency on Twitter @360i.
  • © 2010 360i. All rights reserved. blog.360i.com | twitter: @360i