Overview of Mobile MarketingOverview of Mobile Marketing         Judd Wheeler          September 2011
How Big Is Mobile?1.7 billion television sets
How Big Is Mobile?2 billion Internet users
How Big Is Mobile?1.2 billion computers (including tablets)
How Big Is Mobile?4.9 billion combined
How Big Is Mobile?4.9 billion combined   > 5.2 billion paid subscribers
Growing Trend             Growing Trend• Americans are  Americans are  getting rid of landlines
Growing Trend                      Growing Trend• 10 States that have at least 30% of adults rely strictly on cell   phone...
Within Arms Reach 24/7       No       9%            Yes            91%                     Morgan Stanley
Reach• Cell phone penetration is 96% of the US  Cell phone penetration is 96% of the US   population• That means…  Over 87...
Smartphone Demographics     Smartphone Demographics• Income over $75,000  Income over $75 000• College graduate• Men/women...
Mobile Channels               Mobile Channels•   Text Messaging (SMS/MMS)    Text Messaging (SMS/MMS)•   2D Barcodes•   Mo...
Text May Not Be Sexy, BUT…..    Text May Not Be Sexy, BUT…..• 90% of all text messages read within 3  90% of all text mess...
Text May Not Be Sexy, BUT…..     Text May Not Be Sexy, BUT…..• 90% of all text messages read within 3 minutes of delivery•...
Text May Not Be Sexy, BUT…..   Text May Not Be Sexy, BUT…..• Redeemed value of mobile coupons  Redeemed value of mobile co...
SMS Appeal               SMS Appeal• Short convenient format  Short convenient format• Most effective marketing messages =...
Text (SMS/MMS)              Text (SMS/MMS)• Alerts             • Text4Offer• Text2Win           • Polls• Text4Info        ...
Text4Next     Orange County           g       y     Transportation Authority     • Simple & easy     • OCTAGO        –   B...
Mobile Barcodes                       Mobile Barcodes    30 characters                3,296 alphanumeric          1,000 ch...
Royal Dutch Mint            Royal Dutch Mint• The silver 5€ and the gold 10€ was issued on  The silver 5€ and the gold 10€...
QR Code by the Numbers      QR Code by the Numbers• 14 million Americans  14 million Americans   = 6.2% total mobile audie...
QR Code by the Numbers      QR Code by the Numbers• 14 million Americans  14 million Americans   = 6.2% total mobile audie...
Deals, ads and a videoD l d        d id7,581 web site visits (90 days)
SnapTag• Send MMS – feature phones  Send MMS  feature phones• Scan with app
Don t                    Don’t• Don’t distribute a mobile barcode without  Don t distribute a mobile barcode without   tho...
Retail Mobile Web              Retail Mobile Web                                Mobile enabled retail web site            ...
More browser phones than PCs
Search
Mobile Advertising            Mobile Advertising• Opportunity to reach   Oppo tu ty to eac  consumers improving• Mobile ad...
Mobile Advertising            Mobile Advertising• Fragmented  – Over 10 ad networks in U.S. alone  – Players like inMobi, ...
Real World Gaming Rewards    Real World Gaming Rewards• Kii SDK  Kiip  – Rewards in‐game    achievements on mobile    achi...
Location Based Service           Location‐Based Service       10,000,000•   Check in•   Find friends    Find friends•   Sh...
Shopkick (Proximity Marketing)         (Proximity Marketing)
ShopAlerts     • Works with any phone       Works with any phone        (no GPS)     • Opt‐in         p     • SMS, Faceboo...
SCVNGR  Buffalo Wild Wings    SCVNGR – Buffalo Wild Wings• Go places     p• Do challenges• Earn points• 720 locations  12‐...
Turn Watching Games into a GAMETurn Watching Games into a GAME• Take pics of friends,        p               ,  sauciest w...
Results•   Players generated 20,000+ challenges•   There were 184,000 unique players•   1 in 3 players returned to play ag...
Near Field CommunicationNear Field Communication             • Subset of RFID             • 150,000 NFC (+24,000)         ...
NFC Predictions             NFC Predictions• Chip makers predict 40‐50 million NFC phones  Chip makers predict 40 50 milli...
People Aren t WaitingPeople Aren’t Waiting
Other Examples              Other Examples• Purchase rail, metro, airline, movie, concert or  Purchase rail, metro, airlin...
Augmented Reality              Augmented Reality• Yelp                          • Zagat RETINA  –SSee restaurants         ...
• Create your own AR   world• Open platform• 1.4M active users  1.4M active users • Bring digital into reality
QderoPateo Communications (QPC)                Communications (QPC)•   Articulated Naturality Web•   Typical AR  flat    T...
Apps (June 2011)              Apps (June 2011)                             Ave Price: $3.64Over 7 TB                      ...
Apps Dirty Little Secret          Apps Dirty Little SecretAverage: 60 apps downloaded to iPhone or iPadAverage: 60 apps do...
And/       + OR =
IKEA 2010 Interactive Catalog     IKEA 2010 Interactive Catalog• Place furniture                 • Results   – 40 pieces  ...
North Face (China)              North Face (China)• Stake virtual claim         • > 2 million unique visitors to • Li  Liv...
McDonald s Interactive BillboardMcDonald’s Interactive Billboard                • Photo Catch                   – Using ce...
• 12 million iOS downloads translates to $8,316,000 (June 2011)• A d id  Android:  over $1 million/month in ad revenue    ...
“Put your best people on mobile.people on mobile ”
Overview of Mobile MarketingOverview of Mobile Marketing         Judd Wheeler         Judd Wheeler            September 20...
October 27, 2011        October 27 2011       Center for Creativityhttp://artofmobile.mobiletulsa.org
Mobile Marketing - September 2011
Mobile Marketing - September 2011
Mobile Marketing - September 2011
Mobile Marketing - September 2011
Mobile Marketing - September 2011
Mobile Marketing - September 2011
Mobile Marketing - September 2011
Mobile Marketing - September 2011
Mobile Marketing - September 2011
Mobile Marketing - September 2011
Mobile Marketing - September 2011
Mobile Marketing - September 2011
Mobile Marketing - September 2011
Mobile Marketing - September 2011
Mobile Marketing - September 2011
Mobile Marketing - September 2011
Mobile Marketing - September 2011
Mobile Marketing - September 2011
Mobile Marketing - September 2011
Mobile Marketing - September 2011
Mobile Marketing - September 2011
Mobile Marketing - September 2011
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Mobile Marketing - September 2011

  1. 1. Overview of Mobile MarketingOverview of Mobile Marketing Judd Wheeler September 2011
  2. 2. How Big Is Mobile?1.7 billion television sets
  3. 3. How Big Is Mobile?2 billion Internet users
  4. 4. How Big Is Mobile?1.2 billion computers (including tablets)
  5. 5. How Big Is Mobile?4.9 billion combined
  6. 6. How Big Is Mobile?4.9 billion combined > 5.2 billion paid subscribers
  7. 7. Growing Trend Growing Trend• Americans are Americans are  getting rid of landlines
  8. 8. Growing Trend Growing Trend• 10 States that have at least 30% of adults rely strictly on cell  phones – Arkansas – Mississippi ‐ highest poverty rate at 21.9% in 2009 (Census Bureau) – Colorado – Idaho – Kentucky – Nebraska – North Dakota – Oklahoma – Oregon – Texas
  9. 9. Within Arms Reach 24/7 No 9% Yes 91% Morgan Stanley
  10. 10. Reach• Cell phone penetration is 96% of the US Cell phone penetration is 96% of the US  population• That means… Over 87% of the U.S. population is within an  O 87% f h U S l i i i hi arm’s reach
  11. 11. Smartphone Demographics Smartphone Demographics• Income over $75,000 Income over $75 000• College graduate• Men/women: 55/45 split / / li• Higher percentage African‐Americans and  Hispanics than white – URBAN• Roughly 75% of the users being between age  g y g g 18 and 54
  12. 12. Mobile Channels Mobile Channels• Text Messaging (SMS/MMS) Text Messaging (SMS/MMS)• 2D Barcodes• Mobile Web & Search Mobile Web & Search• Advertising• Location‐Based Services (LBS) Location Based Services (LBS)• Near Field Communications (NFC)• Augmented Reality (AR) Augmented Reality (AR)• Apps
  13. 13. Text May Not Be Sexy, BUT….. Text May Not Be Sexy, BUT…..• 90% of all text messages read within 3 90% of all text messages read within 3  minutes of delivery• 95% within the 1st 15 minutes 95% within the 1 15 minutes• Over 99% read by the recipient • SinglePoint Conversational Advertising
  14. 14. Text May Not Be Sexy, BUT….. Text May Not Be Sexy, BUT…..• 90% of all text messages read within 3 minutes of delivery• 95% within the 1st 15 minutes• Over 99% read by the recipient • SinglePoint Conversational Advertising g g• Text: – CTR 14.06%  Conversion 8.22%• Email: – CTR   6.64%  Conversion 1.73% (average 33% change yearly)• Internet Display – CTR 0 76% C CTR   0.76%  Conversion 4.43% i 4 43%• Direct Mail – Response 1.4‐3.4% (Conversion < 1%) • DMA 2010 Response Rate Trend Report
  15. 15. Text May Not Be Sexy, BUT….. Text May Not Be Sexy, BUT…..• Redeemed value of mobile coupons Redeemed value of mobile coupons – 24% higher than Internet and e‐mail coupons – Nearly 50% higher than paper coupons Nearly 50% higher than paper coupons
  16. 16. SMS Appeal SMS Appeal• Short convenient format Short convenient format• Most effective marketing messages =  Least amount of thought from the consumer. Least amount of thought from the consumer• Permission‐based
  17. 17. Text (SMS/MMS) Text (SMS/MMS)• Alerts • Text4Offer• Text2Win • Polls• Text4Info • Pics & Text2Screen & Text2Screen Courtesy of iMobilize Media
  18. 18. Text4Next Orange County  g y Transportation Authority • Simple & easy • OCTAGO – Bus – Bus # – Stop # – Route # • G t Get next 3 arrival times t 3 i l ti • Can preplan by including  time and date
  19. 19. Mobile Barcodes Mobile Barcodes 30 characters 3,296 alphanumeric 1,000 characters• 1992 – Denso‐Wave (Toyota) ( y )• Additional storage capacity accommodates a variety of data beyond  numbers: – Text – Hyperlink – Telephone number (Phone call) – SMS/MMS message – Email (Send message) – Contact entry (vCard or meCard) – Calendar entry (vCalendar)
  20. 20. Royal Dutch Mint Royal Dutch Mint• The silver 5€ and the gold 10€ was issued on The silver 5€ and the gold 10€ was issued on  June 22, 2011
  21. 21. QR Code by the Numbers QR Code by the Numbers• 14 million Americans 14 million Americans  = 6.2% total mobile audience comScore MobiLens study June 2011 study June 2011
  22. 22. QR Code by the Numbers QR Code by the Numbers• 14 million Americans 14 million Americans  = 6.2% total mobile audience comScore MobiLens study June 2011 study June 2011•1200% increase  second half of 2010 Mobie Identity Systems report
  23. 23. Deals, ads and a videoD l d d id7,581 web site visits (90 days)
  24. 24. SnapTag• Send MMS – feature phones Send MMS  feature phones• Scan with app
  25. 25. Don t Don’t• Don’t distribute a mobile barcode without Don t distribute a mobile barcode without  thoroughly testing it• Don’t link to a Don t link to a  generic webpage• D ’ li k Don’t link to a  webpage that  isn’t mobile‐friendly i ’ bil f i dl
  26. 26. Retail Mobile Web Retail Mobile Web Mobile enabled retail web site Mobile‐enabled retail web site• 54% consumers would shop  directly from barcodes in  magazines i Have • 12% of retailers offered it Not 40%• Must break away from  traditional channels Have 60%• E b Embrace evolution, prepare  l ti for future demands OR be  left behind
  27. 27. More browser phones than PCs
  28. 28. Search
  29. 29. Mobile Advertising Mobile Advertising• Opportunity to reach  Oppo tu ty to eac consumers improving• Mobile ads perform  5 times better than  Internet ads I t t d• Match the creative to Match the creative to  the devices smaller  screen size
  30. 30. Mobile Advertising Mobile Advertising• Fragmented – Over 10 ad networks in U.S. alone – Players like inMobi, AdMob (Google), iAd (Apple),  y , ( g ), ( pp ), Microsoft Mobile Advertising, Millennial Media,  Greystripe… (none dominate)• Types of networks – Blind (largest) ‐ awareness – Premium Blind ‐ action – Premium ‐ conversion
  31. 31. Real World Gaming Rewards Real World Gaming Rewards• Kii SDK Kiip – Rewards in‐game achievements on mobile achievements on mobile games with real life rewards – Raising a level or high score – Rewards based on game demographics• Tap Me Tap.Me – Redbox ads – Future real‐world rewards Future real‐world rewards
  32. 32. Location Based Service Location‐Based Service 10,000,000• Check in• Find friends Find friends• Share on social networks (FREE word of mouth)• Unlock rewards
  33. 33. Shopkick (Proximity Marketing) (Proximity Marketing)
  34. 34. ShopAlerts • Works with any phone Works with any phone  (no GPS) • Opt‐in p • SMS, Facebook, Twitter,  web, in‐store signage g g • Geo‐fences based off  cell towers
  35. 35. SCVNGR  Buffalo Wild Wings SCVNGR – Buffalo Wild Wings• Go places p• Do challenges• Earn points• 720 locations 12‐week campaign  12 week campaign (March Madness)• Media & customer  engagement• Improve customer return  rate – drive revenue rate – drive revenue
  36. 36. Turn Watching Games into a GAMETurn Watching Games into a GAME• Take pics of friends,  p , sauciest wing in the  basket, fans of rival  teams, crowd going wild… teams crowd going wild• Rewards for completed  challenges included:  – $5 off (3 points),  – a free Coca‐Cola (20  points) and  – free wings (30 points)• Could share to Facebook & Twitter & Twitter
  37. 37. Results• Players generated 20,000+ challenges• There were 184,000 unique players• 1 in 3 players returned to play again• On average, users completed 7  challenges• 100 million social impressions via  Facebook and Twitter.• On average, a player spent 90  O l 90 seconds per challenge, meaning that  BWW saw the equivalent of 3.6 years  of brand engagement in its locations  g g during the campaign.Now has an established database of 184,000 people for its next campaign l f
  38. 38. Near Field CommunicationNear Field Communication • Subset of RFID • 150,000 NFC (+24,000) • 6 illi t diti 6 million traditional l Crone Consulting
  39. 39. NFC Predictions NFC Predictions• Chip makers predict 40‐50 million NFC phones Chip makers predict 40 50 million NFC phones  by 2011• ~300 million phones worldwide (20%) phones ~300 million phones worldwide (20%) phones  with NFC by 2014 (Juniper Research)• 30% of all mobile phones worldwide will be  f ll bil h ld id ill b NFC enabled in 2015 (HIS research)
  40. 40. People Aren t WaitingPeople Aren’t Waiting
  41. 41. Other Examples Other Examples• Purchase rail, metro, airline, movie, concert or Purchase rail, metro, airline, movie, concert or  event tickets• Boarding pass Boarding pass• Coupons• Tour guide (AV presentation) Tour guide (AV presentation)• ID card (students, employee, medical)• K Keycard (car, house, office) d( h ffi )• Rental car and hotel keys
  42. 42. Augmented Reality Augmented Reality• Yelp • Zagat RETINA –SSee restaurants t t –C i t Can interact & virtually  t & i t ll – Click to get ratings and  walk down the street reviews – Click to get full review  g and details
  43. 43. • Create your own AR  world• Open platform• 1.4M active users 1.4M active users • Bring digital into reality
  44. 44. QderoPateo Communications (QPC) Communications (QPC)• Articulated Naturality Web• Typical AR  flat Typical AR “flat”• Break barrier of laptop/desktop – convenience of mobile• Weather, museum, hotel, commercial real estate
  45. 45. Apps (June 2011) Apps (June 2011) Ave Price: $3.64Over 7 TB Free,  36% Pay,  64%$891,982.24
  46. 46. Apps Dirty Little Secret Apps Dirty Little SecretAverage: 60 apps downloaded to iPhone or iPadAverage: 60 apps downloaded to iPhone or iPadPaid Free• 30% first downloaded • 20% first downloaded• 5% by day 21 • 5% by day 25• 1% by day 90 b d • 1% by day 90 b d Socialize Inc.
  47. 47. And/ + OR =
  48. 48. IKEA 2010 Interactive Catalog IKEA 2010 Interactive Catalog• Place furniture • Results – 40 pieces 40 pieces – PR – Use camera, move, resize,  – WOM take a picture – High downloads• Di Discover style t l – Thru quizzes
  49. 49. North Face (China) North Face (China)• Stake virtual claim • > 2 million unique visitors to • Li Live score kept on web &  k b& web outdoor electronic board • > 651,000 red flags planted• 18 days 18 days • Champion > 4,000 Champion  4,000
  50. 50. McDonald s Interactive BillboardMcDonald’s Interactive Billboard • Photo Catch – Using cell phone camera – Get one free • Pick & Play – No app – picknplay.se picknplay se – Geo‐location – Play on big screen in real‐ time – Last 30 sec get digital  coupon w/directions p /
  51. 51. • 12 million iOS downloads translates to $8,316,000 (June 2011)• A d id Android:  over $1 million/month in ad revenue $1 illi / th i d• Over 350 million total downloads
  52. 52. “Put your best people on mobile.people on mobile ”
  53. 53. Overview of Mobile MarketingOverview of Mobile Marketing Judd Wheeler Judd Wheeler September 2011 jwheeler@comm‐arts.com (918) 493‐5700
  54. 54. October 27, 2011 October 27 2011 Center for Creativityhttp://artofmobile.mobiletulsa.org

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