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  • 1. Keep  it  Short  and  Useful:     Mobile  Marke+ng  that  Seamlessly  Fits   into  Customers’  Lives  and  Delivers  Value   SPEAKER:   Chi  Modu,  Founder     Chief  Transforma+on  Officer     MODERATOR:   Alli  Libb   American  Marke+ng  Associa+on   SPONSOR:   Aquent:    
  • 2. Mobile mo•bile - Being able to move or be moved freely or easily diverse  insights  
  • 3. Brands  Must  Align  With  Current  Informa+on  Access  Points   diverse  insights  
  • 4. What  We’ll  Cover:   •   Advantages  of  mobile  vs.  non-­‐mobile  marke+ng   •   The  parts  of  the  mobile  equa+on   •   The  surprisingly  most  effec+ve  of  all  the  mobile  tools   •   How  to  effec+vely  engage  the  consumer  in  conversa+on   •   How  to  move  consumers  to  ac+on     •   Consumer  concerns  and  privacy  overview   •   Case  studies   diverse  insights  
  • 5. diverse  insights   Advantages  of  Mobile  vs.   Non-­‐Mobile  Marke+ng   •   Omnipresence   •   Reduced  targe+ng  errors     •   Improved  data  management   •   Always  on  and  always  aware   •   Loca+on  awareness   •   In+mate  plaRorm    
  • 6. diverse  insights   A  Few  Stats:   •   Over  50%  of  global  popula+on  pays  to  use  mobile  device   •   75%  of  US  popula+on  or  232  million  users  of  mobile  phones   •   Mobile  banking  to  double  to  400  million  people  by  2013   Source: International Telecommunications Union, an agency of the United Nations Source: Pew Internet Research Source: Juniper Research
  • 7. Address  book   Audio  recorder   Calendar   Camera   Game  Device   GPS   Laptop   Music  player   Note  pad   Remote  control   Telephone   Television   Wallet   diverse  insights   Consolida+on  of  Devices   Mobile     Device    =    
  • 8. diverse  insights   Five  Parts  of  the  Mobile  Equa+on   •  Applica?ons        for  smart  phones  (phones  with  internet  access)   •  Mobile  web  vs.  or  sites  built  with          mode  of  access  detec+on  capability     •  SMS  (short  message  service)              Short  code  marke+ng  and  tex+ng   •  Kindle,  iPad,  etc.        Content  access  devices  with  added  func+onality   •  Loca?on  based  services          Foursquare,  Gowalla,  and  more  
  • 9. diverse  insights   What  Does  All  of  This  Mean?  
  • 10. diverse  insights  
  • 11. diverse  insights   Societal  and  Behavioral  Shids   •   Smart  info  consump+on   •   Control  of  when/where  and  how  to  consume     •   Increase  of  tasks  in  shorter  +me  frame:        e.g.  31  to  24  hours     •   User-­‐generated  content  more  the  norm   •  •  •   Source: OTX - US Think Tank
  • 12. diverse  insights   What  is  the  Most  Effec+ve     of  All  Mobile  Tools?  
  • 13. diverse  insights  diverse  insights   The  Most  Effec+ve  Tool  is  the  One  That   Your  Customer  is  Most  Familiar  With  
  • 14. diverse  insights   When  Integra+ng  Mobile   •   Create  or  refine  your  overall  brand  strategy   •   Create  a  mobile  plan  and  implementa+on  course          that  is  informed  by  your  brand  strategy  and  posi+on     •   Research  and  study  your  customers’  mobile  behavior        and  informa+on  consump+on  preferences   •   Understand  what  your  customers  (and  prospects)          expect  from  your  brand   •  •  •  
  • 15. diverse  insights   Moving  the  Customer  from  One  Channel  to  Next:   Seamlessly  integrate  mobile  CTAs  (calls-­‐to-­‐ac+on)  with     your  non-­‐mobile  marke+ng  
  • 16.  •  Applica+ons   •    Mobile  web   •    SMS  (Tex+ng/Short  Message  Service)   •    Kindle,  iPad…   •    Dynamic/loca+on-­‐based  engagement   diverse  insights   Integrate  and  Leverage  All  Components  of  the   Mobile  Mix  to  Connect  with  Your  Non-­‐Mobile   Marke+ng  Efforts  
  • 17. diverse  insights  diverse  insights  
  • 18. diverse  insights  diverse  insights  
  • 19. diverse  insights  diverse  insights  
  • 20. diverse  insights  diverse  insights  
  • 21. diverse  insights   How  do  you  best  engage  your   customer  in  conversa+on?  
  • 22. diverse  insights   Five  Parts  of  the  Mobile  Equa+on   •  Applica?ons        for  smart  phones  (phones  with  internet  access)   •  Mobile  web  vs.  or  sites  built  with          mode  of  access  detec+on  capability     •  SMS  (short  message  service)              Short  code  marke+ng  and  tex+ng   •  Kindle,  iPad,  etc.        Content  access  devices  with  added  func+onality   •  Loca?on  based  services          Foursquare,  Gowalla,  and  more  
  • 23. VS.   diverse  insights   Taste  Tests  S+ll  Work  
  • 24. diverse  insights  
  • 25. diverse  insights   Thin  Line  Between  “Spooky,”  “Creepy”  and  Annoying    
  • 26. diverse  insights   Case  Studies…  
  • 27. diverse  insights   Bowery   Mission     of  NYC     Goal: To be the most effective provider of compassionate care and life transformation for hurting people in New York City. Established in 1879
  • 28. Challenge:       To  raise  awareness  of  the  plight  of  the  homeless     and  hungry  in  New  York  City  and  increase  dona+ons     Strategy:   Approach  the  age-­‐old  problem  of  hunger  and     homelessness  with  a  21st  century  solu+on.   Crea+ve  use  of  SMS  that  included  facts,  trivia,     words  of  inspira+on  along  with  Bowery’s  services     for  users  of  the  services,  donors  and  prospects.   Result:   Increased  awareness  of  the  Bowery’s  Mission   Bonus:   Selected  Best  of  Non-­‐Profit,  2009,  by  Mobile  Marketer   diverse  insights   Bowery  Mission  of  NYC  -­‐  Pro  Bono  Project    
  • 29. diverse  insights  diverse  insights  
  • 30. diverse  insights   General  Mills:  Whea+es  Fuel    
  • 31. diverse  insights   General  Mills:  Whea+es  Fuel     Challenge:       Create  a  mobile  campaign  to  support  the  new     Whea+es  Fuel  to  help  reinvigorate  and  modernize     the  Whea+es  brand   Strategy/Result   Created  next  genera+on  SMS  campaign  integrated     with  offline,  television,  and  print  promo+ons  in     partnership  with  Men’s  Health  Magazine.     Bonus:   Selected  among  top  10  campaigns  of,  2009,     by  Mobile  Marketer  
  • 32. diverse  insights  diverse  insights  
  • 33. Keep  it  Short  and  Useful:     Mobile  Marke+ng  that  Seamlessly  Fits   into  Customers’  Lives  and  Delivers  Value   SPEAKER:   Chi  Modu,  Founder     Chief  Transforma+on  Officer     MODERATOR:   Alli  Libb   American  Marke+ng  Associa+on   SPONSOR:   Aquent:     Thank You! Get in touch: