mobile marketing
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mobile marketing



mobile marketing:

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



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mobile marketing mobile marketing Presentation Transcript

  • Making Sense of Mobile Marketing
  • Today’s presentation •  What is mobile marketing? •  Why is mobile marketing important? •  Opportunities and challenges •  The foundational components explained
  • 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.”
  • 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
  • Foundational components •  SMS (text messaging) •  Social media and e-mail •  Mobile advertising •  Future (but here today) –  Mobile web –  Device-specific apps
  • 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
  • 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 user profiles –  Urgent now –  Repetitive now –  Bored now
  • Opportunities in mobile U.S.  Consumers   8%   92%   with  Mobile   without  Mobile  
  • Challenges in mobile •  Fragmented technology ecosystem –  Manufacturers and devices –  Operating systems –  Browsers –  Carriers and networks •  Texting plans •  Pace of advancement: the moving target
  • Challenges in mobile Smartphone  penetra5on   8%   22%   No  Phone   70%   Smartphone   Basic/Feature  phone  
  • E-mail
  • What it’s not •  A last minute tool to garner interest •  A “BLAST” •  Instant credibility and permission •  The more people the greater the return
  • 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.
  • Computer  shot  
  • Mobile device e-mail
  • Requesting a rel@y •  http://
  • What we provide •  •  •  •  •  Professional HTML construction Copyediting Opt in/out mechanisms Ensure accessibility Peace of mind
  • 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.  
  • Social
  • 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
  • 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 cases in all content and production planning
  • 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  
  • Mobile tagging
  • 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
  • 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
  • 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
  • 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 costs make it great for experimentation
  • 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.  
  • SMS (text messaging)
  • 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
  • Making the most of SMS •  Pinpoint targeting to person, place, and time creates value •  Database marketing approach: optimization
  • 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
  • 27297 Homecoming: Additional 20% at all participating Redbird Walk stores. Just show this text message on checkout.
  • 697895 ISU: “CongratulaQons,  you’ve  been   accepted  to  Illinois  State  University.  Visit  for  the  next   steps”  
  • 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
  • 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)  1985 E)  1995
  • 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)  Intermurals
  • 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
  • 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
  • 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.  
  • The future: mobile Web
  • What It Is •  Web experiences tailored to mobile operating systems and browsers •  “3 Cs” of valuable mobile web experiences –  Context –  Content –  Coding
  • 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
  • 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
  • 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
  • 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.  
  • Future: mobile applications
  • 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
  • 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
  • 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.