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McCormick Mobile Media - Mobile Giving
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McCormick Mobile Media - Mobile Giving

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    McCormick Mobile Media - Mobile Giving McCormick Mobile Media - Mobile Giving Presentation Transcript

    • Mobile GivingPresentation
    • Mobile StatsThe Mobile PyramidTypes of Mobile Giving
    • STATS & TRENDSCTIA, Nielsen
    •  292M cell phones in US & 97% can send & receive SMS Text 93% household penetration 24% of households are wireless Cell phone penetration has surpassed Cable TV, web access and home PCsMobile StatsCTIA 2009-10
    • As of June 2012, mobile phones have a 101% market penetration in the USA.
    • Google Play or iPhone app?
    • Should your TV commercial have a Call to Action or Text to Action?SMS is the #1 Smart Phone function.
    • Mobile Internet Users to passDesktops within 24 months.
    • Watch your data plan!
    • 85% of 18-29 text regularly65% of 30-49 text regularly
    • Adults 25-34 send 750texts a month or 25 a day.
    •  95% of new mobile phone sales have web browsers and 70 million U.S. customers use them regularly. 2.27 trillion text messages sent in 2012 (173 billion in 2010; 7.2 billion 2005) Data downloads up 89% in 2011 (435 MB/month) Mobile Stats CTIA 2009-10, 2012
    • Mobile Marketing Stats
    • Mobile Marketing Industry Info: Mobile Marketing Association Common Short Code (Vanity Short Code) Keyword / Short Code combination (Text SPA to 58124) Regular SMS vs Premium SMS
    •  96% of Text Messages are read within 5 minutes & acted upon in 15 minutes Businesses typically see 5-20% response rates (Verizon ‘09, eMarketer ‘10) 30% of adults would like to receive coupons on their phone (Forrester ‘08)Mobile Stats
    • SMS is the preferred formobile coupons
    • Most Common Practices?Marketing & Promotions
    • What’s it Mean?Incredible Marketing Opportunity
    •  People are tethered to their cell phone Cell phone is part of our identity – ring tones, social media, apps Device that across racial barriers 38% say their phone is more important than their wallet (Pew 2009) Mobile is ubiquitous Advantages & Benefits
    • But what it really means … You can develop effective Push / Pull campaigns, use behavioral marketing & enable traditional mediaShift from impressions to personal engagement.
    • It also means, there is a shift fromimpressions to personal engagementAdvantages & Benefits
    • It also means,your ad message can be added tosocial circles and at the point of purchase.Advantages & Benefits
    • Mobile Pyramid
    • Mobile Engagement e-commerce Apps & Mobile Web Mobile ads & Mobile ad networks SMS Text Messaging Reach1,000,000 people: 970,000 can text 300,000 use mobile web 129,000 Android 78,000 iPhone
    • Mobile Giving
    • Text to GiveText to Give
    • Text to Give
    • Text to GiveRaised $230,000 the 1st year.
    •  Annual Gross Revenue of $500,000 Very strict vetting process 6 to 10 weeks for approval Requires annual contract Remit every 60-90 days
    • Mobile PledgingMobile Pledging
    • Mobile PledgingMobile Pledging
    • Mobile PledgingMobile Pledging
    • Mobile MessagingMobile Messaging
    • Social GivingSocial Giving
    • Social GivingSocial Giving
    • Social GivingSocial Giving
    • Social GivingSocial Giving Case Study
    •  Monetize the Message! Critical mass of consumers – media, events, social media, etc. Clearly communicate that EVERYONE needs to participate, i.e. Group Effort 2013 – Dip your toe in! You need to launch, assess, re-launch. Don’t give up.Tips & Strategy
    • 7.5 Mobile things to do today!7.5 things
    • #1 Make your email blasts mobile friendly “view on mobile device” is the 3rd most clicked button when included – DMA 20107.5 things
    • #2 Add your phone # to your Meta-description7.5 things
    • 7.5 things
    • #3 Add “Click to Call” ad extension to Google AdWords campaign7.5 things
    • #4 Claim Your Google Places profile7.5 things
    • #5 Get rid of “spell the person’s last name” phone systems7.5 things
    • #6 Write your emails for mobile7.5 things
    • #7 Add text/mobile to your business cards #7.5 and voicemail!7.5 things
    • Thank You!7.5 things