Making Sense of Mobile
Marketing
Today’s presentation
•  What is mobile marketing?
•  Why is mobile marketing important?
•  Opportunities and challenges
• ...
WHAT IS MOBILE
MARKETING?
Definition of “mobile
marketing”
•  Mobile Marketing Association
(November 17, 2009)
“Mobile Marketing is a set of practic...
Practically speaking
•  Extending our brand experiences to
consumers on the mobile devices they
have already adopted as pa...
Foundational components
•  SMS (text messaging)
•  Social media and e-mail
•  Mobile advertising
•  Future (but here today...
WHY IS MOBILE
MARKETING
IMPORTANT?
Today in the U.S.…
•  There are 270+ million mobile devices
•  Held by ∼240 million individuals
•  Which represents ∼90 pe...
OPPORTUNITIES &
CHALLENGES IN MOBILE
MARKETING, TODAY
Opportunities in mobile
•  Intimacy
•  Timeliness
•  Relevance (context)
•  Location (time and place)
Opportunities in mobile
•  Mobile users are seeking actionable
content. Deliver and they will respond.
•  Google’s mobile ...
Opportunities in mobile
U.S.	
  Consumers	
  
8%	
  

92%	
  

with	
  Mobile	
  
without	
  Mobile	
  
Challenges in mobile
•  Fragmented technology ecosystem
–  Manufacturers and devices
–  Operating systems
–  Browsers
–  C...
Challenges in mobile
Smartphone	
  penetra5on	
  
8%	
  
22%	
  
No	
  Phone	
  
70%	
  

Smartphone	
  
Basic/Feature	
  ...
THE FOUNDATIONAL
COMPONENTS
EXPLAINED
E-mail
What it’s not
•  A last minute tool to garner interest
•  A “BLAST”
•  Instant credibility and permission
•  The more peop...
Best practices
•  Create an organizational e-mail alias.
•  Request a report a few weeks later.
•  Consider every element ...
Computer	
  shot	
  
Mobile device e-mail
Requesting a rel@y
•  http://
universitymarketing.illinoisstate.edu/
What we provide
• 
• 
• 
• 
• 

Professional HTML construction
Copyediting
Opt in/out mechanisms
Ensure accessibility
Peac...
ROI considerations
Reach	
  

High	
  

Upfront	
  investment	
  

Low	
  

Ongoing	
  management	
  

Low	
  

Service	
 ...
QUESTIONS?
Social
What it is
•  Social media has quickly been adapted
for mobile platforms
•  Drawing more consumers to mobile
platforms, mo...
Others?
And there are more every day
•  LinkedIn
•  FourSquare
•  YouTube
•  Digg
•  MySpace
Planning and budgeting
•  Primary investment, resource, and
process allocations have been made
•  Account for mobile use c...
ROI considerations
Reach	
  

Moderate	
  to	
  high	
  

Upfront	
  investment	
  

Low	
  

Ongoing	
  management	
  

L...
QUESTIONS?
Mobile tagging
What it is
•  2-Dimensional “barcode” that is scanned
with a mobile device (camera lens)
•  Acts as a link between physica...
Traditional bar codes
•  The graphic layout
encodes a small
amount of
information, such
as a SKU
•  Must be scanned
from s...
2-Dimensional codes
•  Encoded with more
information, such as
– 
– 
– 
– 

MicrosoR	
  Tag	
  

Web URL
vCard
SMS
Voice ca...
Applications
•  Print advertising
•  Packaging and POS
•  Outdoor and event marketing
•  Grassroots and guerilla marketing
Applications @ ISU
Planning and budgeting
•  Not quite ready for prime time
•  The right opportunities and the right
consumers
•  Very low co...
ROI considerations
Reach	
  

Low	
  

Upfront	
  investment	
  

Low	
  

Ongoing	
  management	
  

Low	
  

Revenue	
  ...
SMS (text messaging)
What it is
•  Simple Messaging Service (SMS) is
basic technology found on virtually all
mobile devices
•  Carrier networks...
Making the most of SMS
•  Pinpoint targeting to person, place, and
time creates value
•  Database marketing approach:
opti...
SMS supports diverse
functions
Sales and revenue

Customer service/
experience

•  Special offers driving
consumers to sto...
27297
Homecoming: Additional 20% at all
participating Redbird Walk stores. Just
show this text message on checkout.
www.Il...
697895
ISU: “CongratulaQons,	
  you’ve	
  been	
  
accepted	
  to	
  Illinois	
  State	
  University.	
  Visit	
  
Welcome...
697895
Float24

697895
FLOAT: Thank you for entering.
Winners will be announced during the
football game. SPONSOR: Show th...
697895
GO REDBIRDS!
Let’s try another one
•  Text “trivia” to 71857
697895
Trivia

697895
ISU TRIVIA: In what year was a camel
rode in the Homecoming parade?
A)  1955
B)  1965
C)  1975
D)  1...
And one more
•  Text “marketing” to 71857
697895
Events

697895
UPB: What type of activities are you
interested in
A)  Movies
B)  Activities
C)  Food
D)  Intermural...
Planning and budgeting
•  SMS is the most utilized mobile
technology across age groups
•  Adopted technology (though some ...
Planning and budgeting
•  Acquisition: Text opt-in
•  Immediate entry, immediate reply
•  Allows for ongoing communication...
ROI considerations
Reach	
  

High	
  

Upfront	
  investment	
  

None	
  

Ongoing	
  management	
  

Low/Moderate	
  

...
QUESTIONS?
The future: mobile Web
What It Is
•  Web experiences tailored to mobile
operating systems and browsers
•  “3 Cs” of valuable mobile web
experienc...
Mobile Web users are
different
•  Ready to take action now
•  Looking for direction, motivation, or just
the right informa...
Mobile Web vs. traditional
Web
Mobile Web

Traditional Web

•  Users want to complete
smaller tasks, quickly
•  Users do n...
Planning and budgeting
•  All roads lead to mobile Web
•  Today, only a fraction of mobile
audience experiences the Web
• ...
ROI considerations
Reach	
  

Moderate	
  

Upfront	
  investment	
  

Moderate/High	
  

Ongoing	
  management	
  

Moder...
Future: mobile applications
What it is
•  An application that is downloaded
directly to the mobile device
•  Rich, interactive experiences that suppor...
The app universe
•  Cost of creation
•  Branded apps pose unique challenges
–  Competitive market place/attention
–  Deliv...
ROI considerations
Reach	
  

Low	
  

Upfront	
  investment	
  

High	
  

Ongoing	
  management	
  

Moderate	
  

Reven...
THANKS!
mobile marketing
mobile marketing
mobile marketing
mobile marketing
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mobile marketing:
• What is mobile marketing?
• Why is mobile marketing important?
• Opportunities and challenges
• The foundational components explained

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mobile marketing

  1. 1. Making Sense of Mobile Marketing
  2. 2. Today’s presentation •  What is mobile marketing? •  Why is mobile marketing important? •  Opportunities and challenges •  The foundational components explained
  3. 3. WHAT IS MOBILE MARKETING?
  4. 4. Definition of “mobile marketing” •  Mobile Marketing Association (November 17, 2009) “Mobile Marketing is a set of practices that enables organizations to communicate and engage with their audience in an interactive and relevant manner through any mobile device or network.”
  5. 5. Practically speaking •  Extending our brand experiences to consumers on the mobile devices they have already adopted as part of their daily lives •  Spanning marketing communications, customer acquisition, lead generations, loyalty and retention, customer service, support, and engagement
  6. 6. Foundational components •  SMS (text messaging) •  Social media and e-mail •  Mobile advertising •  Future (but here today) –  Mobile web –  Device-specific apps
  7. 7. WHY IS MOBILE MARKETING IMPORTANT?
  8. 8. Today in the U.S.… •  There are 270+ million mobile devices •  Held by ∼240 million individuals •  Which represents ∼90 percent of all consumers age 18 and above •  Most of whom carry the device on, and on their person, at all times
  9. 9. OPPORTUNITIES & CHALLENGES IN MOBILE MARKETING, TODAY
  10. 10. Opportunities in mobile •  Intimacy •  Timeliness •  Relevance (context) •  Location (time and place)
  11. 11. Opportunities in mobile •  Mobile users are seeking actionable content. Deliver and they will respond. •  Google’s mobile user profiles –  Urgent now –  Repetitive now –  Bored now
  12. 12. Opportunities in mobile U.S.  Consumers   8%   92%   with  Mobile   without  Mobile  
  13. 13. Challenges in mobile •  Fragmented technology ecosystem –  Manufacturers and devices –  Operating systems –  Browsers –  Carriers and networks •  Texting plans •  Pace of advancement: the moving target
  14. 14. Challenges in mobile Smartphone  penetra5on   8%   22%   No  Phone   70%   Smartphone   Basic/Feature  phone  
  15. 15. THE FOUNDATIONAL COMPONENTS EXPLAINED
  16. 16. E-mail
  17. 17. What it’s not •  A last minute tool to garner interest •  A “BLAST” •  Instant credibility and permission •  The more people the greater the return
  18. 18. Best practices •  Create an organizational e-mail alias. •  Request a report a few weeks later. •  Consider every element of your e-mail. •  E-mail is the way to initiate a conversation and social networks are the way to continue it.
  19. 19. Computer  shot  
  20. 20. Mobile device e-mail
  21. 21. Requesting a rel@y •  http:// universitymarketing.illinoisstate.edu/
  22. 22. What we provide •  •  •  •  •  Professional HTML construction Copyediting Opt in/out mechanisms Ensure accessibility Peace of mind
  23. 23. ROI considerations Reach   High   Upfront  investment   Low   Ongoing  management   Low   Service  impact   Low   Wow  factor   Low/Moderate   Notes   An  excellent  tool  –  beLer   when  used  in  concert  with   other  technologies.  
  24. 24. QUESTIONS?
  25. 25. Social
  26. 26. What it is •  Social media has quickly been adapted for mobile platforms •  Drawing more consumers to mobile platforms, more often, every day •  Don’t ignore the low-hanging fruit
  27. 27. Others? And there are more every day •  LinkedIn •  FourSquare •  YouTube •  Digg •  MySpace
  28. 28. Planning and budgeting •  Primary investment, resource, and process allocations have been made •  Account for mobile use cases in all content and production planning
  29. 29. ROI considerations Reach   Moderate  to  high   Upfront  investment   Low   Ongoing  management   Low   Service  impact   Low/Moderate   Wow  factor   Low   Notes   Low-­‐hanging  fruit,  where   investments  and  resources   may  already  be  accounted  for   And  allows  for  conversaQons   to  start  and/or  conQnue  
  30. 30. QUESTIONS?
  31. 31. Mobile tagging
  32. 32. What it is •  2-Dimensional “barcode” that is scanned with a mobile device (camera lens) •  Acts as a link between physical and online worlds •  Common technologies: –  QR codes –  Data matrix codes –  Microsoft tag
  33. 33. Traditional bar codes •  The graphic layout encodes a small amount of information, such as a SKU •  Must be scanned from specific angle, and only with a laser scanner •  Limited applications
  34. 34. 2-Dimensional codes •  Encoded with more information, such as –  –  –  –  MicrosoR  Tag   Web URL vCard SMS Voice call •  Can be scanned from any angle, and with an optical scanner (a camera lens) •  Can be reproduced very small to very large, print or digital
  35. 35. Applications •  Print advertising •  Packaging and POS •  Outdoor and event marketing •  Grassroots and guerilla marketing
  36. 36. Applications @ ISU
  37. 37. Planning and budgeting •  Not quite ready for prime time •  The right opportunities and the right consumers •  Very low costs make it great for experimentation
  38. 38. ROI considerations Reach   Low   Upfront  investment   Low   Ongoing  management   Low   Revenue  impact   Low/Moderate   Service  impact   Low/Moderate   Wow  factor   High   Notes   Not  a  priority,  but  worth   trying.  Have  fun  with  it.  
  39. 39. SMS (text messaging)
  40. 40. What it is •  Simple Messaging Service (SMS) is basic technology found on virtually all mobile devices •  Carrier networks: Opt-in, permissionbased communications only •  Supports diverse range of communication functions
  41. 41. Making the most of SMS •  Pinpoint targeting to person, place, and time creates value •  Database marketing approach: optimization
  42. 42. SMS supports diverse functions Sales and revenue Customer service/ experience •  Special offers driving consumers to stores, or to call •  Coupons for in-store or online redemption •  Updates on special events, grand openings, or new products •  Special messages •  Locations and directions •  Polling, voting, and feedback •  Self-service question and answers •  Appointment reminders
  43. 43. 27297 Homecoming: Additional 20% at all participating Redbird Walk stores. Just show this text message on checkout. www.IllinoisStateHomecoming.com
  44. 44. 697895 ISU: “CongratulaQons,  you’ve  been   accepted  to  Illinois  State  University.  Visit   Welcome2ISU.IllinoisState.edu  for  the  next   steps”  
  45. 45. 697895 Float24 697895 FLOAT: Thank you for entering. Winners will be announced during the football game. SPONSOR: Show this text for 10% off your next purchase at the Alamo
  46. 46. 697895 GO REDBIRDS!
  47. 47. Let’s try another one •  Text “trivia” to 71857
  48. 48. 697895 Trivia 697895 ISU TRIVIA: In what year was a camel rode in the Homecoming parade? A)  1955 B)  1965 C)  1975 D)  1985 E)  1995
  49. 49. And one more •  Text “marketing” to 71857
  50. 50. 697895 Events 697895 UPB: What type of activities are you interested in A)  Movies B)  Activities C)  Food D)  Intermurals
  51. 51. Planning and budgeting •  SMS is the most utilized mobile technology across age groups •  Adopted technology (though some still don’t have unlimited texting plans) •  Immediacy, action-orientated •  Spamming
  52. 52. Planning and budgeting •  Acquisition: Text opt-in •  Immediate entry, immediate reply •  Allows for ongoing communication •  Acquisition: Web form opt-in •  Capture other information •  Allows for personalized ongoing communications
  53. 53. ROI considerations Reach   High   Upfront  investment   None   Ongoing  management   Low/Moderate   Service  impact   Moderate   Wow  factor   Low   Notes   Not  sexy,  but  can  be  very   effecQve.  Low  costs  and  great   reach  make  the  ROI  metrics   work.  
  54. 54. QUESTIONS?
  55. 55. The future: mobile Web
  56. 56. What It Is •  Web experiences tailored to mobile operating systems and browsers •  “3 Cs” of valuable mobile web experiences –  Context –  Content –  Coding
  57. 57. Mobile Web users are different •  Ready to take action now •  Looking for direction, motivation, or just the right information to influence decisions •  Google’s three user profiles
  58. 58. Mobile Web vs. traditional Web Mobile Web Traditional Web •  Users want to complete smaller tasks, quickly •  Users do not want all information, just the relevant information •  Prefer offline buying •  Traditional Web valueadds don’t necessarily apply: images, video, flash, paragraphs, options •  User expectations range from quick tasks to intensive projects •  The right information, as well as access to all information •  Online buying is a norm •  Great platform for rich, interactive media and deep engaging experiences
  59. 59. Planning and budgeting •  All roads lead to mobile Web •  Today, only a fraction of mobile audience experiences the Web •  More universal and cost-effective than apps •  Requires additional planning and staff resources to implement
  60. 60. ROI considerations Reach   Moderate   Upfront  investment   Moderate/High   Ongoing  management   Moderate/High   Revenue  impact   Moderate/High   Service  impact   High   Wow  factor   Moderate   Notes   FoundaQonal  component  now   and  for  the  long  term;  build   now,  look  great  later.  
  61. 61. Future: mobile applications
  62. 62. What it is •  An application that is downloaded directly to the mobile device •  Rich, interactive experiences that support tasks, engagement, and commerce •  Leverage features of the device and OS –  Geo-location / GPS –  Accelerometer
  63. 63. The app universe •  Cost of creation •  Branded apps pose unique challenges –  Competitive market place/attention –  Delivering satisfying experiences –  What do your customers want from you? •  Not all apps and operating systems are created equal
  64. 64. ROI considerations Reach   Low   Upfront  investment   High   Ongoing  management   Moderate   Revenue  impact   Moderate/High   Service  impact   Moderate/High   Wow  factor   High   Notes   Payoff  for  some  can  be  great,   but  be  wary  of  hype.    Move   deliberately.  
  65. 65. THANKS!

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