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OIGA Mobile Marketing Presentation
 

OIGA Mobile Marketing Presentation

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Slides from my presentation on mobile marketing given at the 2011 Oklahoma Indian Gaming Association.

Slides from my presentation on mobile marketing given at the 2011 Oklahoma Indian Gaming Association.

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    OIGA Mobile Marketing Presentation OIGA Mobile Marketing Presentation Presentation Transcript

    • Overview of Mobile MarketingOverview of Mobile Marketing Judd Wheeler August 17, 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 > 5.3 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  phones – Arkansas – Mississippi ‐ highest poverty rate at 21.9% in 2009 (Census Bureau) – Colorado – Idaho – Kentucky – Nebraska – North Dakota – Oklahoma – Oregon – Texas
    • 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• High in low income population High in low‐income 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
    • 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
    • Mobile Technologies Mobile Technologies• 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
    • 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
    • Text (SMS/MMS) Text (SMS/MMS)• Alerts • Text4Offer• Text2Win • Polls• Text4Info • Pics & Text2Screen & Text2Screen Courtesy of iMobilize Media
    • • Let gamblers text Poker Blackjack etc for Let gamblers text Poker, Blackjack, etc. for  seating requests versus having to wait for a  table to open table to open• Reservation requests• R i d l Remind players they  h are within 200 points  of moving to the  f i h next level
    • Stop, Shop & Play?Stop, Shop & Play?
    • Stop, Shop & Play? Stop, Shop & Play?• Text‐to‐win contest Text to win contest• Billboards spaced out• Unique code & guarantee at least $5 prize i d & l $ i Could take home $1 million
    • Stop, Shop & Play? Stop, Shop & Play?• After 8 weeks After 8 weeks – 25% added to player loyalty club• After a year After a year – HUGE database of customer contact numbers
    • 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• Redeemed value of mobile coupons – 24% higher than Internet and e‐mail coupons – Nearly 50% higher than paper coupons
    • Goals• Get them in the door Get them in the door – Coupons – Special entry sweepstakes Special entry sweepstakes• Keep them there – Provide interactive experience• Get them to come back – Maintain communication
    • Alert Ideas Alert Ideas• Concert/entertainment schedules Concert/entertainment schedules• New restaurant or specials• Tournament schedules (special messages go  h d l ( i l out with incentives to fill slots)• Pre‐register for tournaments• Encourage guests to text reviews or  g g suggestions
    • 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)
    • Deals, ads and a videoD l d d id7,581 web site visits (90 days)
    • Top 5 Reasons ‐1st Time QR Scan Top 5 Reasons  1 Time QR Scan• 87% to find a discount 87% to find a discount• 64% to enter a sweepstakes• 63% to access additional info 63% ddi i li f• 60% to make a purchase• 53% to sign up to receive more information
    • 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
    • SnapTag• Send MMS – feature phones Send MMS  feature phones• Scan with app
    • 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
    • More browser phones than PCs
    • Search
    • 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
    • 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
    • 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
    • Location Based Service Location‐Based Service 10,000,000Brand engagement through social mobile interaction
    • Location Based Service Location‐Based Service 10,000,000• Domino’s: 29% profit increase to social media and  Foursquare• McDonald’s check‐in increased 33% during their  Foursquare Day campaign Foursquare Day campaign
    • Location Based Service Location‐Based Service 10,000,000• Translation: “Stop by anytime this weekend and check‐in on  p y y FourSquare to receive a free buffet and $100 free  slot play” p y
    • Shopkick (Proximity Marketing) (Proximity Marketing)
    • 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
    • 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
    • Turn Watching Games into a GAMETurn Watching Games into a GAME• Rewards for completed  p challenges included:  – $5 off (3 points),  – a free Coca Cola (20 a free Coca‐Cola (20  points) and  – free wings (30 points)• T k i of friends,  Take pics f f i d sauciest wing in the  basket, fans of rival  teams, crowd going wild…• Could share to Facebook & Twitter & Twitter
    • 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 had an established database of 184,000 people for its next campaign l f
    • Near Field CommunicationNear Field Communication • Subset of RFID • 150,000 NFC • 6 illi t diti 6 million traditional l Crone Consulting
    • 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)
    • Digital Signage + NFC  mTAGDigital Signage + NFC = mTAG • Cafes • Health clubs • Airports • Airplanes • Pharmacies • Casinos
    • People Aren t WaitingPeople Aren’t Waiting
    • 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
    • • Create your own AR world• Open platform Open platform• 1.4M active users • Bring digital into reality Bring digital into reality
    • Apps Ave Price: $3.64Over 7 TB Free,  36% Pay,  64%$891,982.24
    • 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.
    • And/ + OR =
    • Three Pillars of Good App Three Pillars of Good App• Design – UX – A polished look• Development – Innovate – Analytics & events tracking – Updates• Presentation – Get more ratings Get more ratings – Social integration – App store pictures
    • 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
    • Vegas AppsVegas Apps
    • Beyond the Standard Beyond the Standard• Layout of floor = easily to find favorite games Layout of floor = easily to find favorite games• Utilize “loyalty” section• G Geo‐triggered push notifications i d h ifi i
    • Palms Fantasy Blackjack Palms Fantasy Blackjack• Join league or start one Join league or start one• Play against other people over time period• Keeps Palms brand top of mind l b d f i d
    • “Put your best people on mobile.people on mobile ”
    • Overview of Mobile MarketingOverview of Mobile Marketing Judd Wheeler Judd Wheeler August 17, 2011 jwheeler@comm‐arts.com (918) 493‐5700