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Mobile Marketing Masterclass - March 2012
 

Mobile Marketing Masterclass - March 2012

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This deck covers the fundamentals of mobile marketing campaigns, including, SMS, apps and integration of mobile strategy with traditional and social media marketing....

This deck covers the fundamentals of mobile marketing campaigns, including, SMS, apps and integration of mobile strategy with traditional and social media marketing.

Dive into numerous case studies, analyzing the best mobile campaigns and evaluating why those campaigns found success. Using these case studies, this session will walk attendees through the steps necessary to build, launch and maintain highly optimized mobile strategies for their organization.

Learning objectives:
Understand how mobile marketing results in positive ROI
Integrate mobile into their overall marketing strategies
Craft a successful mobile marketing campaign
Increase mobile efforts through optimizing mobile fundamentals
Measure mobile success

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    Mobile Marketing Masterclass - March 2012 Mobile Marketing Masterclass - March 2012 Presentation Transcript

    • +Mobile Marketing Fundamentals:Creating & Maintaining the Right Mobile Strategy for your OrganizationKriti KapoorCo-founder, Appio Labskriti@appiolabs.comLinkedIn: http://sg.linkedin.com/in/kritikapoorTwitter: @kriti_kapoor
    • + Mobile Marketing Fundamentals: Creating & Maintaining the Right Mobile Strategy for your Organization This workshop covers the fundamentals of mobile marketing campaigns, including, SMS, apps and integration of mobile strategy with traditional and social media marketing. Through this workshop attendees will dive into numerous case studies, analyzing the best mobile campaigns and evaluating why those campaigns found success. Using these case studies, this session will walk attendees through the steps necessary to build, launch and maintain highly optimized mobile strategies for their organization. Through this workshop attendees will leave able to:   Understand how mobile marketing results in positive ROI   Integrate mobile into their overall marketing strategies   Craft a successful mobile marketing campaign   Increase mobile efforts through optimizing mobile fundamentals   Measure mobile success
    • + From Lifeline to Livelihoods Social Internet Mobile Ensures that Media Enables us to we remain Brings us make new connected— information connections and always on a vast level across the working—no globe matter what our location
    • + Customers aren’t “going mobile”, they’ve already gone mobile Mobile Mobile Devices Mobile Internet Mobile Commerce Subscriptions Smartphones 6-billion By 2014, mobile 74% y/y To reach $31B worldwide vs. internet usage growth, 22% of by 2015 - 5.3-billion in should take mobile sales Forrester 2010 over desktop globally 1.2B mobile mobile social M-payments to broadband 326M Tablets in networking reach US$1 subscriptions 2015 - Gartner 240% y/y surge trillion by 2015 globally http://mobithinking.com/mobile-marketing-tools/latest-mobile-stats http://mobithinking.com/b2b-mobile-marketing http://www.customerthink.com/blog/44_significant_mobile_marketing_statistics_for_the_b2b_internet_marketer http://www.guardian.co.uk/technology/2011/sep/22/tablet-forecast-gartner-ipad
    • + Mobile – The First Screen   Howprofessionals stay in contact with their teams, stay abreast of breaking developments in their industries, and stay competitive in a 24/7 global business world.   72% of the U.S. workforce is mobile according - IDC   70%of executives under age 40 classify mobile as their primary communications tool, with 50% of all execs preferring business purchases on mobile web vs. phone - Forbes   Mobileis set to trump laptops and desktops as the  “first   screen  device”  for  all  Internet  access  between  2013   and  2015.
    • + Mobile – First Screen   Everycompany will NOT need a mobile app, BUT every single one will need a mobile website.   Businessaudiences are never without their smartphones, so not having a mobile-friendly site in 2012 is the equivalent of not having a website 10 years ago.   Metrics as traffic, subscribers, downloads, engagement levels and conversion rates are important but, with mobile campaign, you can potentially gather location information as well as incremental data, since mobile is more interactive.
    • + Mobile is different … a unique communication channel that offers brands a direct and personal engagement with the individual
    • + Mobile is different … 5 unique benefits   First truly personal mass media   e.g. We don’t share our phones with our spouses   First always-on mass media   Information is always available 24/7, even when idle   First always-carried mass media   7 out of 10 people sleep with their phones within reach   Only mass media with a built-in payment channel   Universal click-to-buy—twice as many people have phones than credit cards   At point of thought   Ability to create of consume content whenever the mood strikes
    • + Elements of a (Mobile) Marketing Plan Target Customer Strategy Analytics ROI Relevance
    • + Developing a Mobile Marketing Campaign Define your goals Research your market Plot your presence Define your message Create sharing opportunities Feed your campaign Track, analyse and optimise
    • + 3 Broad Categories of Mobile Marketing (opt in) text messaging/SMS (advertising on) mobile Internet sites (access) mobile applications
    • + Mobile Marketing – Choices! Content QR Codes Apps m- Search Commerce Augmented Coupons Reality Location Banner Ads Based (Context) SMS / MMS Mobile What’s Marketing next?
    • + B2C Best Practices
    • + Tesco: Homeplus Subway Virtual Store http://www.youtube.com/watch?feature=player_embedded&v=nJVoYsBym88
    • + Mini Countryman http://www.youtube.com/watch?feature=player_embedded&v=dt9OlGq3gWU
    • + Commonwealth Bank Property Guide http://www.youtube.com/watch?feature=player_embedded&v=o9T9crNMB_w
    • + B2B Best Practices
    • B2B Audiences are driven by efficiency, not entertainment.+ Mobile initiatives must strive to make work activities – better, faster and easier.
    • + Hoover’s Near Here For the Road Warrior   Location-based sales prospecting tool for sales forces to identify, filter, contact and get directions to their targets.   Goal: to increase its audience’s productivity, making prospecting better, faster and easier for their core audience – the sales rep.
    • + Find Regus .. Wherever you need us   Mobile App leverages augmented reality to enable business travelers to quickly find and reserve office space wherever they are in the world.   Available across 1200 locations, 550 cities, 95 countries.   30,000 daily users today, 20,000 downloads in first 6 months, 65% use app frequently.
    • + B2B Mobile Marketing – Use mobile to extend brand value proposition Leverage Think “inside” existing content the box through new tools & formats Don’t sell, help Better, Faster, your audience Easier Feed your Track, analyse campaign and optimise
    • + In Summary: Elements of a Successful Mobile Marketing Campaign Define your goals Research your market Plot your presence Define your message Create sharing opportunities Feed your campaign Track, analyse and optimise
    • +
    • + Recommended Reading
    • + Reference   http://mashable.com/2011/06/21/innovative-mobile- marketing-campaigns   http://www.slideshare.net/ckEpiphany/b2b-mobile- marketing-10step-starter-guide-2882873   http://blog.hubspot.com/blog/tabid/6307/bid/24227/9-B2B- Mobile-Marketing-Mistakes-to-Avoid.aspx