Mobile Marketing - September 2011
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Mobile Marketing - September 2011 Presentation Transcript

  • 1. Overview of Mobile MarketingOverview of Mobile Marketing Judd Wheeler September 2011
  • 2. How Big Is Mobile?1.7 billion television sets
  • 3. How Big Is Mobile?2 billion Internet users
  • 4. How Big Is Mobile?1.2 billion computers (including tablets)
  • 5. How Big Is Mobile?4.9 billion combined
  • 6. How Big Is Mobile?4.9 billion combined > 5.2 billion paid subscribers
  • 7. Growing Trend Growing Trend• Americans are Americans are  getting rid of landlines
  • 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. Within Arms Reach 24/7 No 9% Yes 91% Morgan Stanley
  • 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. 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. 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. 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. 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. 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. 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. Text (SMS/MMS) Text (SMS/MMS)• Alerts • Text4Offer• Text2Win • Polls• Text4Info • Pics & Text2Screen & Text2Screen Courtesy of iMobilize Media
  • 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. 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. 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. 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. 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. Deals, ads and a videoD l d d id7,581 web site visits (90 days)
  • 24. SnapTag• Send MMS – feature phones Send MMS  feature phones• Scan with app
  • 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. 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. More browser phones than PCs
  • 28. Search
  • 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. 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. 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. 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. Shopkick (Proximity Marketing) (Proximity Marketing)
  • 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. 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. 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. 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. Near Field CommunicationNear Field Communication • Subset of RFID • 150,000 NFC (+24,000) • 6 illi t diti 6 million traditional l Crone Consulting
  • 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. People Aren t WaitingPeople Aren’t Waiting
  • 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. 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. • Create your own AR  world• Open platform• 1.4M active users 1.4M active users • Bring digital into reality
  • 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. Apps (June 2011) Apps (June 2011) Ave Price: $3.64Over 7 TB Free,  36% Pay,  64%$891,982.24
  • 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. And/ + OR =
  • 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. 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. 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. • 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. “Put your best people on mobile.people on mobile ”
  • 53. Overview of Mobile MarketingOverview of Mobile Marketing Judd Wheeler Judd Wheeler September 2011 jwheeler@comm‐arts.com (918) 493‐5700
  • 54. October 27, 2011 October 27 2011 Center for Creativityhttp://artofmobile.mobiletulsa.org