Your Target is Mobile…Are You?<br />
Copyright 2011 Augme Technologies Inc.<br />Welcome<br />Who is Augme Technologies?<br />Founded in 1999<br />Publically t...
Copyright 2011 Augme Technologies Inc.<br /><ul><li>Overview
Mobile Roadmap
Bringing it all Together
Rules of Mobile Marketing
Q&A</li></ul>Agenda<br />3<br />
Copyright 2011 Augme Technologies Inc.<br />Mobile is Now a Necessity<br />“In 10 years we have seen the internet go from ...
Copyright 2011 Augme Technologies Inc.<br />Who’s coming to the Party?<br />Constellation Wines<br />(Robert Mondavi, Simi...
Copyright 2011 Augme Technologies Inc.<br />You’ve Got 20 Minutes to Live…<br />6<br />
Copyright 2011 Augme Technologies Inc.<br />Is this doing mobile?<br />iPhone-only App Callout<br />Only available mobile ...
Limits dialogue to iPhone users who take the time to download app</li></ul>Proprietary Tag<br />Consumer must download pro...
Copyright 2011 Augme Technologies Inc.<br />What’s probably happening…<br />Lack of knowledge around breadth of mobile mar...
Copyright 2011 Augme Technologies Inc.<br />A lot more strategically planned mobile executions<br />What’s needed?...<br /...
Copyright 2011 Augme Technologies Inc.<br />Mobile is the vehicle, not the message<br /><ul><li>Brand should be the messag...
Mobile Marketing can most effectively connect brands with consumers when consumers don’t have to make technology decisions
Mobile campaigns should be about a conversation with the brand, not alienating consumers that don’t own a specific device ...
Copyright 2011 Augme Technologies Inc.<br />Case Study: <br />Constellation Wines<br />(Robert Mondavi, Simi, Clos du Bois...
Copyright 2011 Augme Technologies Inc.<br />The Mobile Roadmap<br />1.  Strategic planning<br />2.  Mobilize<br />3.  Conn...
Copyright 2011 Augme Technologies Inc.<br /><ul><li>Align Mobile marketing to brand’s business objectives</li></ul>1. Stra...
Mobile executions should engage your target in the way they want to be engaged
Understand your brand’s target and how this target’s specific mobile behavior can be used to develop the most effective br...
Copyright 2011 Augme Technologies Inc.<br />The Customer Journey<br />1. Strategic Planning<br />The strategic integration...
Copyright 2011 Augme Technologies Inc.<br />The Goal of Mobile<br />1. Strategic Planning<br />15<br />
Copyright 2011 Augme Technologies Inc.<br />2. Mobilize<br />Over 50% of web activity occurs on a mobile device, yet less ...
Copyright 2011 Augme Technologies Inc.<br />Apps as Utilities<br />Planning required for introduction to marketplace<br />...
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Augme Technologies | iStrategy San Francisco Conference

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Augme Technologies presentation at iStrategy Conference San Francisco 2011.

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  • Publically traded Quietly serving the needs of half dozen Fortune 500 Consumer and Healthcare Clients Publically tradedChief Marketing Officer
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  • Augme Technologies | iStrategy San Francisco Conference

    1. 1. Your Target is Mobile…Are You?<br />
    2. 2. Copyright 2011 Augme Technologies Inc.<br />Welcome<br />Who is Augme Technologies?<br />Founded in 1999<br />Publically traded<br />Fortune 500 Consumer and Healthcare Clients<br />Chief Marketing Officer – David Apple<br />2<br />
    3. 3. Copyright 2011 Augme Technologies Inc.<br /><ul><li>Overview
    4. 4. Mobile Roadmap
    5. 5. Bringing it all Together
    6. 6. Rules of Mobile Marketing
    7. 7. Q&A</li></ul>Agenda<br />3<br />
    8. 8. Copyright 2011 Augme Technologies Inc.<br />Mobile is Now a Necessity<br />“In 10 years we have seen the internet go from a slow, stationary, information vending machine to a fast, mobile, communications appliance that fits in your pocket…If your organization’s information is not available on a small screen, it’s not available at all to people who rely on their mobile phones for access. ”<br />“The Power of Mobile” Pew Internet and the American Life Project<br />4<br />
    9. 9. Copyright 2011 Augme Technologies Inc.<br />Who’s coming to the Party?<br />Constellation Wines<br />(Robert Mondavi, Simi, Clos du Bois, Blackstone)<br />5<br />
    10. 10. Copyright 2011 Augme Technologies Inc.<br />You’ve Got 20 Minutes to Live…<br />6<br />
    11. 11. Copyright 2011 Augme Technologies Inc.<br />Is this doing mobile?<br />iPhone-only App Callout<br />Only available mobile experience is an app for iPhone users <br /><ul><li>Website not mobilized for any device
    12. 12. Limits dialogue to iPhone users who take the time to download app</li></ul>Proprietary Tag<br />Consumer must download proprietary reader before engaging with the brand<br />7<br />
    13. 13. Copyright 2011 Augme Technologies Inc.<br />What’s probably happening…<br />Lack of knowledge around breadth of mobile marketing solutions<br />Paying someone for a tactical, off-the-shelf solution for one audience segment<br />Pressure to do something in mobile – internal, consumer, press<br />8<br />
    14. 14. Copyright 2011 Augme Technologies Inc.<br />A lot more strategically planned mobile executions<br />What’s needed?...<br />9<br />
    15. 15. Copyright 2011 Augme Technologies Inc.<br />Mobile is the vehicle, not the message<br /><ul><li>Brand should be the message - the communication vehicle is the mobile device
    16. 16. Mobile Marketing can most effectively connect brands with consumers when consumers don’t have to make technology decisions
    17. 17. Mobile campaigns should be about a conversation with the brand, not alienating consumers that don’t own a specific device or technology</li></ul>10<br />
    18. 18. Copyright 2011 Augme Technologies Inc.<br />Case Study: <br />Constellation Wines<br />(Robert Mondavi, Simi, Clos du Bois, Blackstone)<br />Engage the consumer in the way they choose<br />11<br />
    19. 19. Copyright 2011 Augme Technologies Inc.<br />The Mobile Roadmap<br />1. Strategic planning<br />2. Mobilize<br />3. Connect<br />4. Collect<br />12<br />
    20. 20. Copyright 2011 Augme Technologies Inc.<br /><ul><li>Align Mobile marketing to brand’s business objectives</li></ul>1. Strategic Planning<br /><ul><li>Now is the time to dip toe into mobile marketing to develop learnings from mobile campaigns
    21. 21. Mobile executions should engage your target in the way they want to be engaged
    22. 22. Understand your brand’s target and how this target’s specific mobile behavior can be used to develop the most effective brand communication</li></ul>13<br />
    23. 23. Copyright 2011 Augme Technologies Inc.<br />The Customer Journey<br />1. Strategic Planning<br />The strategic integration of mobile marketing into all brand touchpoints<br />14<br />
    24. 24. Copyright 2011 Augme Technologies Inc.<br />The Goal of Mobile<br />1. Strategic Planning<br />15<br />
    25. 25. Copyright 2011 Augme Technologies Inc.<br />2. Mobilize<br />Over 50% of web activity occurs on a mobile device, yet less than 10% of digital assets are currently mobile ready.<br />Non Mobilized Site<br />Mobilized Site<br />For all device types<br />Non Mobilized Flash Site<br />Mobilized Site<br />For all device types<br />16<br />
    26. 26. Copyright 2011 Augme Technologies Inc.<br />Apps as Utilities<br />Planning required for introduction to marketplace<br />What about Apps?<br />17<br />
    27. 27. Marketers are enamored with the shiny object:<br />Copyright 2011 Augme Technologies Inc.<br />3. Connect<br />18<br />
    28. 28. Copyright 2011 Augme Technologies Inc.<br />3. Connect<br />19<br />
    29. 29. Connect (or not)<br />Copyright 2011 Augme Technologies Inc.<br />Response times between 2 and 72 hours<br />Multiple technology issues<br />QR code on traditional<br />media in subway with<br />no service<br />20<br />
    30. 30. Copyright 2011 Augme Technologies Inc.<br />Right now mobile marketing is more about gathering data than analytics. That will soon change.<br />4. Collect<br />21<br />
    31. 31. Copyright 2011 Augme Technologies Inc.<br />Targeted Content to your Target Audience<br />1. Strategic planning<br />Bringing it all together<br />2. Mobilize<br />3. Connect<br />4. Collect<br />22<br />
    32. 32. Copyright 2011 Augme Technologies Inc.<br />Your plan must be comprehensive and fully thought-out. <br />Not just a one-off deal, such as slapping a QR code on a single display or package. <br />Rules of Mobile Marketing<br />Strategic Planning is crucial. <br />Mobile can’t be afterthought that gets tacked on at the end of the planning stage. <br />Don’t expect it to differentiate your brand. <br />Mobile needs to provide value.<br />Focus on the audience, not the tool.<br />Identify the consumer first, then determine the tools and methods for reaching them.<br />23<br />
    33. 33. Copyright 2011 Augme Technologies Inc.<br />Assess your brand’s role realistically.<br />Ask yourself this: Does my brand actually need a mobile marketing component, such as an app?  The answer won’t always be “yes.” <br />Rules of Mobile Marketing (con’t)<br />Keep it simple. <br />Forcing customers to download an app or upload a photo keeps the mobile experience from being what it should be: fast and easy. <br />Pull smartly, push gently.<br />Just because mobile users are always “available” doesn’t mean they should be contacted relentlessly.  Be thoughtful: let the consumer decide when and how to use your mobile assets.<br />Promote your efforts<br />Launching a QR campaign or a new shopping app into the market itself requires promotion – something that is often overlooked when it comes to mobile advertising.  <br />24<br />
    34. 34. Copyright 2011 Augme Technologies Inc.<br />Thank You!<br />25<br />
    35. 35. Copyright 2011 Augme Technologies Inc.<br />Q&A<br />David Apple, Chief Marketing Officer<br />Anthony Iacovone, Founder & Chief Innovation Officer<br />26<br />
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