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Presentation On Mobile Marketing By Dan Sodergren From Your Marketing Trainer

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A great talk we did for Business Northwest - all about mobile marketing and the opportunities for large and small businesses.

A great talk we did for Business Northwest - all about mobile marketing and the opportunities for large and small businesses.

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Presentation On Mobile Marketing By Dan Sodergren From Your Marketing Trainer Presentation On Mobile Marketing By Dan Sodergren From Your Marketing Trainer Presentation Transcript

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  • To Mexico
  • Found
  • Lost
  • Opps
  • Came home
  • Old mentor
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  • Meeting people like:
  • Meeting people like:
  • Meeting people like:
  • And
  • My newest company: More than 17 different speciality master classes: 4 of them in social media. 2 of them in mobile marketing.
  • And…On a personal note
  • And...then
  • And then…
  • 10 weeks old.... 
  • 15 weeks old….
  • And Yesterday, 6 months old 
  • Why?
    • Why did I tell you all that?
    • Because I love my daughter
    • and my wife
    • and my life.
    • And....
    • These slides show some of the traits you MUST have in modern marketing communication. LOSOMOPHO.
    • 1. Lo – location
    • 2. So – social marketing
    • 3. Mo - the use of smart phone technology.
    • 4. Losomo – and you can add - pho – photography.
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  • Remember: That is the point of today. Every time you think – this is new! Great news! It’s new you can use it.
  • So...
  • Mobile. Fun Fact.
    • "We're not just connected now, we're hyper-connected: superfast, always-on, and on the move.
    • For starters, forget about PCs.
    • For every desktop computer, there are 10 mobile devices.
    • Around the world, mobile phones outnumber toothbrushes two-to-one.“
    • Tim Weber, the BBC Business Editor, covering the 2011 Davos World Economic Forum.
  • Worrying
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  • Biggest reason to do mobile marketing? Based on guerrilla marketing principles and the ideas of NLP
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  • Making a highly personal positive impact
  • Creating that relationship.
  • Unlike – just advertising.
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  • 1000’s a day – literally !
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  • Are you making the wave?
  • Or planning to ride it?
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  • Mobile?
    • Split into different manufactures.
    • Different platforms.
    • It’s an embryonic marketing channel.
    • And that’s why it’s so exciting…
    • Not only this but:
    • Around 90% of us keep our phones within 3m of us and get worried if this is not the case….
    • And Mobile web traffic has doubled in the last year (Futuresource.)
    • But it’s not just one opportunity – it’s immense.
  • Remember: Modern marketing is ALL about the emotions, the ME, the relationship. And the right NOW.
  • How much do your customers and us care about their mobiles?
    • Internet Advertising Bureau’s (IAB) in the UK.
    • 66 per cent of those questions said they “can’t live without their mobile”.
    • Whilst the majority of consumers (69 per cent) are now accessing online content on their phone via their mobile browser.
    All information is held under copyright of GoAugmented and Great Marketing Works (c) 2011
  • But will they buy things?
    • In the UK today there are 19.3m consumers accessing the internet via mobiles of which 5.35m are already making purchases via their mobile devices (Comscore August 2010).
    • And new Research that reveals that in the UK, 7.7m consumers want to shop on their mobiles phones (Source: Populus/Glamoo)
    All information is held under copyright of GoAugmented and Great Marketing Works (c) 2011
  • The Future From Cisco:
  • Go mobile! Why?
  • The hand’s on changes:
    • Ad-ology Research from the USA surveyed 752 small businesses owners in order to study “their attitude toward advertising.”
    • The 2011 Small Business Marketing Forecast included U.S. businesses and 82% of those had 20 employees or fewer.
    • 35.9 percent of small businesses surveyed plan to use mobile advertising in 2011, vs. 21.3 percent in 2010.
  • Mobile Strong Across Multiple Tactics
    • Mobile Strong Across Multiple Tactics
    • Marketers are bullish on mobile in 2011, with apps and mobile-optimized websites leading the way:
    • 44% of marketers are using mobile apps and another 31% plan to do so in the next 12 months.
    • 40% of marketers have mobile versions of websites, and 31% plan to implement one in the next 12 months.
    • Roughly one-third of marketers (35%) are now optimizing email campaigns for mobile delivery and another third (34%) plan to do so over the next 12 months.
  • Mobile and Emails
    • Email is used by 75.4% of British iPhone owners, making it the most popular internet activity on the phone.
    • The same study stated that mobile adoption patterns mirror the early days of the internet, when email dominated usage.
    • Email is now on the move. You follow the recipient around their daily lives; you engage with them when they are doing lots of other things. They could be watching TV, at a restaurant, with friends.
    • How are you changing your emails to fit into the new culture of mobile?
  • Mobile and Commerce.
    • What Retailers believe:
    • 45% see apps as the most important mobile business channel, while 40% see m-web.
    • And only 10% of retailers surveyed saw SMS, as being important.
    • On what platform:
    • 74% developing on the iPhone.
    • 52% pushing BlackBerry into the number two spot for mobile retail platforms.
    • Nokia (31%), Android (29%) and Windows Mobile (21%).
    All information is held under copyright of GoAugmented and Great Marketing Works (c) 2011
  • Mobile and Commerce.
    • What European Customers want*:
    • Nearly 30% of European online shoppers are using, or plan to use, mobile devices for some kind of e-commerce in the coming year, with 10% already using their mobile/smart phones for retail search, price comparison or online purchasing. Another 20% are planning to do so the future.
    • And those engaged in multi-channel retail involving mobile spend between 15% and 30% more than single channel users.
    • *IDC for Akamai Technologies.
    All information is held under copyright of GoAugmented and Great Marketing Works (c) 2011
  • Mobile and Instant communication
    • As many as 71% of consumers in the UK want mobile coupons sent to their phones while they are out shopping.
    • 59% wanting retailers and brands to contact them using SMS, finds research from mBlox.
    • Showing a huge potential for BlueTooth push technologies.
    • More than three quarters of all consumers surveyed use coupons when shopping , with 29% of UK consumers having already used a mobile coupon.
    • Think Groupon’s move into Mobile.
  • Mobile and SMS
    • Looking specifically at the role of SMS for business communications.
    • 59% of UK and 17% of US consumers surveyed stated SMS as their preferred choice when being contacted about appointment reminders.
    • For payment reminders, such as credit card and bills, one in three consumers chose SMS as their preferred communication channel the consumer research showed that more than in the UK.
    • So perhaps SMS is back – but in a different way?
  • M-commerce
    • comScore, based on December 2010 data.
    • It analysed the top 5 retail sites that were not optimised for mobile and the top 5 that were.
    • They found that people spent 3.5 x longer and looked at 3.5x as many pages on the optimised sites, compared to the non-optimised.
    • So is your ecommerce site / mobile optimised?
  • Great tools to use for Mobile.
    • Tool #1) Mobile Preview Tool What would a web page look like on an Iphone? Blackberry?  Android?  a 5 year old Samsung? http://preview.offermobi.com/preview/frames/
    • Tool #2) Google Mobile Search Compare Did you know that Google ranks mobile optimized websites DIFFERENTLY? http://compare.offermobi.com/
    • Tool #3) This one is FUN . . . QR Codes Did you ever think of using your links in Offline marketing?  (barcodes!) http://qrcode.offermobi.com/
  • Mobile and Pay Per Click
    • Just like it once was with search – there are many different platforms for mobile PPC.
    • Each specialises in a different type of potential penetration into a market place and demographic.
    • Some worth thinking about:
    • Admob
    • Admobee
    • Adfonic
    • And all others with ad or mobi in the title.
    • The trick is to get the right platform the great news is….
  • It is highly cost effective:
  • Does it work?
  • Mobile and Traditional Advertising
    • Even if we use traditional advertising
    • Great news – 40% of consumers reach for their mobile when they see an interesting ad
    • And more importantly, 27 % select mobile as their first choice of media when they want to access content.
  • Where is Mobile right now?
    • Cisco forecasts that there will be 788m mobile-only internet users by 2015, up from 14m at the end of 2010.
    • Global mobile data traffic will increase 26-fold between 2010. ( Cisco’s Visual Networking Index (VNI) Global Mobile Data Traffic Forecast.)
    • By 2015, it is expected that £74bn worth of goods and services will be purchased via a mobile phone worldwide.
    • But what about the UK?
    All information is held under copyright of GoAugmented and Great Marketing Works (c) 2011
  • Does the UK use smartphones? All information is held under copyright of GoAugmented and Great Marketing Works (c) 2011 The UK leads the charge in adoption of smart phone.
  • Lead by demographic segments. All information is held under copyright of GoAugmented and Great Marketing Works (c) 2011 Unsurprisingly, it is the 25 – 45’s who adopt first.
  • Findings from Google (USA side)
  • Is it for your demographic?
    • SMARTPHONES AND BUSINESS
    • Smartphones now represent more than half of all handheld wireless devices used by corporate liable wireless users, up 22% from a year ago.
    • Growth is most rapid among the smallest businesses, but Smartphone penetration remains highest among the largest companies.
    • In addition, Smartphone penetration is strongest among the Manufacturing, Wholesale, Public Administration and Finance industries.
  • Does it depend on the demographic?
    • Types of Devices - Business Users
    • RIM's BlackBerry remains the leading Smartphone operating system, while the Apple iPhone has been the fastest growing.
    • The market penetration for RIM's BlackBerry is 69% across all businesses and increases by size of business to 81% among Enterprise companies (businesses with 1,000+ employees).
    • The inverse is true for the iPhone. The iPhone experiences its strongest performance in the small business market (1-4 employees), at 35%, nearly twice its penetration in the overall business sector.
    • So what kind of phones are you marketing on?
  • Stats: will it grow?
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  • 3G time
    • Global 3G penetration is expected to hit 29% this year.
    • In Japan, 96% of mobile subscribers already have 3G coverage.
    • In Western Europe, the penetration is around 54%.
    • We are beating the U.S. With this.
    • What are we doing with this 3G access....?
    • Video accounts for 69% of mobile data traffic.
    • The average iPhone user only spends 45% of their on-device time making voice calls.
    • Are they looking at your brand / site during that time?
  • So what should you be doing with mobile?
  • Mobile, Facebook and viral.
    • Facebook say that 50% of their active users log on to Facebook in any given day.
    • The Average user has 137 friends. Great but are they mobile?
    • There are more than 200 million active users currently accessing Facebook through their mobile devices.
    • And people that use Facebook on their mobile devices are twice as active on Facebook than non-mobile users.
    • When mobile is given the chance to go viral, it will go viral on Facebook at twice the normal speed.
    All information is held under copyright of GoAugmented and Great Marketing Works (c) 2011
  • Mobile and NFC.
    • Near Field Communication (NFC) technology shows consumer attitudes towards mobile payments.
    • The pervious survey found that, a quarter of consumers already want to use their mobiles to pay for items in-store as opposed to using cards or cash.
    • Consumers cite convenience (59%) as the reason for using mobile payments.
    • AT&T, Verizon and T-Mobile are looking to partner up with Visa and MasterCard, the Wall Street Journal reports .
  • What’s happening in Japan?
  • What’s really really new? (ish) Something which bridges print and digital – something which can be an A dvertising R evolution !
  • What is AR and Mobile AR?
    • We create (AR) “Augmented Realities” which create a combination of real-world and computer-generated brand driven data.
    • In techie terms, we produce a composite view for the user that is the combination of the real scene viewed by the user and a virtual scene generated by the computer.
    • In a marketing reality – we bring print and places to life – and we do this through the power of the iphone.
    • We convert people into fans and fans into super fans.
    • And all we need is a smartphone.... Or a good phone 
    All information is held under copyright of GoAugmented and Great Marketing Works (c) 2011
  • Examples of AR in action
  • Mobile and Geo locational
    • Through keywords.
    • We know what you search for.
    • Through facebook
    • We know what you like.
    • Through mobile phones.
    • We now where you are...
    • LightSpeed research – 85% of location based apps users said they would be likely to visit a store or restaurant if they received a coupon or free item for checking in nearby.
    All information is held under copyright of GoAugmented and Great Marketing Works (c) 2011
  • But what about ‘new’ stuff?
    • What about Geo Locational? Checking in on mobiles?
    • LightSpeed research – 85% of location based apps users said they would be likely to visit a store or restaurant if they received a coupon or free item for checking in nearby.
    • This idea had appeal across all age groups.
    • But is FourSqaure really as effective in NewYork and Nottingham and NewHaven?
    All information is held under copyright of GoAugmented and Great Marketing Works (c) 2011
  • And is AR the future?
    • Or is it just geo locational?
    • 48% of us but geo location into our searches.
    • Is it all just social?
    • Google tried to buy Groupon for $6 billion.
    • Facebook just brought out Facebook Deals.
    • Facebook are interested into going into sim cards.
    • AR allows brands to ping point your position and deliver different adverts in a hyper local fashion.
    • Whilst Blackberry just bought out its first geolocational device (yesterday – the 6300)
  • Is AR a future for Manchester?
    • Through Geo fencing and locational
    • We can deliver digital, scalable, instant promotions to you based on:
    • Who you are;
    • Where you are;
    • what you want
    • And when you want it.
    • Should Manchester lead the way.
    • We think so…. London hasn’t done it yet…. 
  • Is AR the future? The future is everywhere. Just unevenly distributed. Make sure you are ahead of the curve.