Intro to mobile technology
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    Intro to mobile technology Intro to mobile technology Presentation Transcript

    • Phone: (248) 470-3257 Introduction to Mobile Technology Email: Linda@StrategicGrowthConcepts.com Twitter: twitter.com/StrategicGrowth Using Mobile Technologyto Grow Your Firm’s Revenue & Assist Your Clients Sponsored by: Introduction to Mobile Technology 2011 1
    • Phone: (248) 470-3257Introduction to Mobile Technology Email: Linda@StrategicGrowthConcepts.com Twitter: twitter.com/StrategicGrowth Today’s Presenter: Linda Daichendt CEO, Strategic Growth Concepts A marketing / management consulting firm Founder, Mobile Technology Association of Michigan (MTAM) A Michigan-based trade association for the mobile industry Co-founder Mobile Monday Michigan A networking organization for those interested in Mobile Technology Co-host, ‘The Mobile Marketing Review’ A podcast series about the international Mobile Marketing industry Introduction to Mobile Technology 2011 2
    • Phone: (248) 470-3257Introduction to Mobile Technology Email: Linda@StrategicGrowthConcepts.com Twitter: twitter.com/StrategicGrowth Introduction to Mobile Technology 2011 3
    • Phone: (248) 470-3257Introduction to Mobile Technology Email: Linda@StrategicGrowthConcepts.com Twitter: twitter.com/StrategicGrowth Mobile Technology Overview How can it be utilized in your business to increase productivity and profitability? Introduction to Mobile Technology 2011 4
    • Phone: (248) 470-3257 Introduction to Mobile Technology Email: Linda@StrategicGrowthConcepts.com Twitter: twitter.com/StrategicGrowth Business Uses of Mobile Technology• Marketing / Advertising; mobile coupons, loyalty cards, redemption vouchers, discount offers, product videos / photos / audio, surveys, contests – (SMS, MMS, QR codes, mobile web, mobile apps, GPS, Bluetooth, voice messaging)• Customer service; helpdesk, order processing – direct communication – (SMS, mobile web, voice messaging)• Inventory management – (QR codes, Bluetooth, mobile apps)• Production – (GPS, Bluetooth, QR codes)• Accounting; submitting expenses, mileage, client orders, client payments (or clients’ customer payments), client reporting – (SMS, mobile web, mobile apps)• Field sales; quotes, order processing, order deposit processing – (mobile apps, mobile web, Bluetooth, GPS) Introduction to Mobile Technology 2011 5
    • Phone: (248) 470-3257Introduction to Mobile Technology Email: Linda@StrategicGrowthConcepts.com Twitter: twitter.com/StrategicGrowth Our Emphasis Today Mobile Marketing Introduction to Mobile Technology 2011 6
    • Phone: (248) 470-3257Introduction to Mobile Technology Email: Linda@StrategicGrowthConcepts.com Twitter: twitter.com/StrategicGrowthImportance of Mobile Marketing Why is it important to include Mobile Marketing as part of the overall marketing strategy? Introduction to Mobile Technology 2011 7
    • Phone: (248) 470-3257 Introduction to Mobile Technology Email: Linda@StrategicGrowthConcepts.com Twitter: twitter.com/StrategicGrowth Mobile as the primary consumer device Worldwide mobile vs. PC penetration 5.0 B vs. 1.1 BABI Research, July 2010 Preferred Consumer Device of U.S. Internet Users by Generation Mobile #1 Mobile Computer TV Other Source: Accenture “Get Ready: Digital Lifestyle 3.0” Oct 2008, based on Dec 2007 survey Introduction to Mobile Technology 2011 8
    • Phone: (248) 470-3257 Introduction to Mobile Technology Email: Linda@StrategicGrowthConcepts.com Twitter: twitter.com/StrategicGrowthTexting is the #1 function used on cell phones; not voice calls Average Number of Monthly Calls vs. Texts Among U.S. Subscribers1 2006 2007 2008 1 = “The Short Code Marketing Opportunity”, Dec 2008, citing a Q2 2008 study, Nielsen Mobile Introduction to Mobile Technology 2011 9
    • Phone: (248) 470-3257 Introduction to Mobile Technology Email: Linda@StrategicGrowthConcepts.com Twitter: twitter.com/StrategicGrowth Why Mobile is an Important Channel • Studies Show: – Industry estimates indicate that by 2013 the U.S. will top 100% per capita penetration of mobile phone use – 84% of mobile phone users keep their mobile device within 10 feet of them at all times; therefore they are easily accessible – Consumer use of the Internet via mobile phone has increased over 1200% in the last few years – 97% of consumers read text messages within 15 minutes of receipt, and respond to them within 1 hour – Average response rate to a mobile offer is between 12 – 15%; though many firms are seeing response rates exceeding 60% – 38% said they had taken action based on mobile ads – 30% said mobile ads had led them to share information – 22% said mobile ads had influenced a purchase decision Introduction to Mobile Technology 2011Nielsen Mobile, 2008; ABI Research, 10
    • Phone: (248) 470-3257 Introduction to Mobile Technology Email: Linda@StrategicGrowthConcepts.com Twitter: twitter.com/StrategicGrowth More About Mobile’s Importance • 1/3 of mobile searches are tied to local • 27% of U.S. mobile web users have clicked on a mobile ad • 53% of mobile users would share their location to receive relevant ads • Mobile coupon redemption is 10X that of traditional coupons • B2B mobile marketing to grow from $26 million in 2009 to $106 million in 2014 • By 2015, more than 50% of mobile users will participate in mobile bankingSitewire, June 21, 2010 Introduction to Mobile Technology 2011 11
    • Phone: (248) 470-3257Introduction to Mobile Technology Email: Linda@StrategicGrowthConcepts.com Twitter: twitter.com/StrategicGrowth Mobile Media Usage is Soaring • 1 out of every 7 minutes of media consumption today (from traditional media) takes place via mobile devices • 95% of the respondents said they used mobile media to fill downtime • 82% said they use it at work, 81% use it while shopping, 80% use it at home, 65% use it while commuting to their jobs • 77% of those polled in the research said they use TV and mobile at the same time to enhance the overall media-consumption experience • 55% of mobile users follow brands across multiple media • 56% said they have been driven to mobile from other media • 42% said they have been driven from mobile to other media Introduction to Mobile Technology 2011 12
    • Phone: (248) 470-3257 Introduction to Mobile Technology Email: Linda@StrategicGrowthConcepts.com Twitter: twitter.com/StrategicGrowth Why Is Mobile Important to the Marketing Mix? Consumers (and advertisers) are leaving traditional media… U.S. Media Performance Q1 20091 Radio TV Newspapers Yellow Pages Internet Percentage Change vs. Prior Year’s Quarter1 = BIA/Kelsey 2009 Introduction to Mobile Technology 2011 13
    • Phone: (248) 470-3257 Introduction to Mobile Technology Email: Linda@StrategicGrowthConcepts.com Twitter: twitter.com/StrategicGrowth And They’re Moving to Mobile! US Residents Do you, personally, have a cell phone? Yes No NOTE:Total US Residents 93% 7%Employed Residents 92% 8% Mobile market Men 87% 13% penetration in Europe Gender Women 86% 14% is over 140% due to Under 45 94% 6% ownership of multiple Age 45 or older 82% 18% devices; the U.S. is < $50,000 82% 18% moving in the same Household Income > $50,000 95% 5% direction. Northeast 89% 11% Midwest 82% 18% Region South 89% 11% West 85% 15% Marist Poll National Residents "N=1128 MOE +/- 3%". Totals may not add to 100 due to rounding. Introduction to Mobile Technology 2011 14
    • Phone: (248) 470-3257Introduction to Mobile Technology Email: Linda@StrategicGrowthConcepts.com Twitter: twitter.com/StrategicGrowth Introduction to Mobile Technology 2011 15
    • Phone: (248) 470-3257 Introduction to Mobile Technology Email: Linda@StrategicGrowthConcepts.com Twitter: twitter.com/StrategicGrowth Mobile Activities by Generation Gen Y (14-26) Gen X (27-43) Boomers (44-62)Source: Deloitte, State of the Media Democracy, Fourth Edition. Introduction to Mobile Technology 2011 16
    • Phone: (248) 470-3257Introduction to Mobile Technology Email: Linda@StrategicGrowthConcepts.com Twitter: twitter.com/StrategicGrowth The Consumer Viewpoint What do consumers think about mobile, and how are they using it? Introduction to Mobile Technology 2011 17
    • Phone: (248) 470-3257 Introduction to Mobile Technology Email: Linda@StrategicGrowthConcepts.com Twitter: twitter.com/StrategicGrowth Consumers Interest Level in Mobile Advertising 73% I’m interested in receiving coupons via SMS or MMS. 13% I don’t want this.Source: Yankee Group, “Mobile Commerce for the Holidays” Nov 17, 2009 Introduction to Mobile Technology 2011 18
    • Phone: (248) 470-3257Introduction to Mobile Technology Email: Linda@StrategicGrowthConcepts.com Twitter: twitter.com/StrategicGrowthWhat Consumers Think about Mobile Advertising Introduction to Mobile Technology 2011 19
    • Phone: (248) 470-3257Introduction to Mobile Technology Email: Linda@StrategicGrowthConcepts.com Twitter: twitter.com/StrategicGrowth The Growth of Mobile Coupons Introduction to Mobile Technology 2011 20
    • Phone: (248) 470-3257 Introduction to Mobile Technology Email: Linda@StrategicGrowthConcepts.com Twitter: twitter.com/StrategicGrowth How do you want to receive mobile coupons?Source: Insight Express. Digital Consumer Portrait. Q2, 2010 Introduction to Mobile Technology 2011 21
    • Phone: (248) 470-3257 Introduction to Mobile Technology Email: Linda@StrategicGrowthConcepts.com Twitter: twitter.com/StrategicGrowthWhat do U.S. Consumers Think About Mobile Marketing? Introduction to Mobile Technology 2011 22
    • Phone: (248) 470-3257 Introduction to Mobile Technology Email: Linda@StrategicGrowthConcepts.com Twitter: twitter.com/StrategicGrowthConsumer Thoughts on Specific Mobile Options Introduction to Mobile Technology 2011 23
    • Phone: (248) 470-3257Introduction to Mobile Technology Email: Linda@StrategicGrowthConcepts.com Twitter: twitter.com/StrategicGrowth Mobile’s Impact What effect has the growth of the mobile channel had on marketing strategies and other media channels? Introduction to Mobile Technology 2011 24
    • Phone: (248) 470-3257 Introduction to Mobile Technology Email: Linda@StrategicGrowthConcepts.com Twitter: twitter.com/StrategicGrowth Text Messages Have Exceptional ROI Director of Research, Nielsen: 6X Higher People look at every Than Email text message they get. …and 97% do so within 15 minutes 7.2% Email 1.2% Texting Introduction to Mobile Technology 2011 25Nielsen Mobile, 2008
    • Phone: (248) 470-3257 Introduction to Mobile Technology Email: Linda@StrategicGrowthConcepts.com Twitter: twitter.com/StrategicGrowth How Consumers Utilize Mobile Introduction to Mobile Technology 2011 26Adobe Mobile Marketing Study 2010
    • Phone: (248) 470-3257 Introduction to Mobile Technology Email: Linda@StrategicGrowthConcepts.com Twitter: twitter.com/StrategicGrowthSmartPhone vs. Feature Phone Affect on Mobile Media Use Introduction to Mobile Technology 2011 27
    • Phone: (248) 470-3257 Introduction to Mobile Technology Email: Linda@StrategicGrowthConcepts.com Twitter: twitter.com/StrategicGrowthTop 20 Mobile Content Categories Among Active Users Introduction to Mobile Technology 2011 28
    • Phone: (248) 470-3257 Introduction to Mobile Technology Email: Linda@StrategicGrowthConcepts.com Twitter: twitter.com/StrategicGrowth Use of Mobile Categories by Age Introduction to Mobile Technology 2011 29Adobe Mobile Experience Survey, October 2010
    • Phone: (248) 470-3257 Introduction to Mobile Technology Email: Linda@StrategicGrowthConcepts.com Twitter: twitter.com/StrategicGrowth Use of Mobile Categories by Gender Introduction to Mobile Technology 2011 30Adobe Mobile Experience Survey, October 2010
    • Phone: (248) 470-3257Introduction to Mobile Technology Email: Linda@StrategicGrowthConcepts.com Twitter: twitter.com/StrategicGrowthTypes of Mobile Marketing Available What are the options that companies can use to incorporate mobile into marketing strategies for themselves and/or their clients? Introduction to Mobile Technology 2011 31
    • Phone: (248) 470-3257 Introduction to Mobile Technology Email: Linda@StrategicGrowthConcepts.com Twitter: twitter.com/StrategicGrowthUse of mobile marketing is exploding among brand names A few of the better known names succeeding in mobile marketing Introduction to Mobile Technology 2011 32
    • Phone: (248) 470-3257 Introduction to Mobile Technology Email: Linda@StrategicGrowthConcepts.com Twitter: twitter.com/StrategicGrowth The Most Common Mobile Options SMS Mobile sites #1 Applications From: 244326 Adoption WagsWiskrs: Emerging as Get $10 Off Dog Mass Medium groom & fluff Thru Fri only STOP to Opt-out Richest Experience Powerful Simple 21% use 55% use 77% use Introduction to Mobile Technology 2011Source: Kelsey 2009; 54.5M Mobile Web Users in 2009 33
    • Phone: (248) 470-3257Introduction to Mobile Technology Email: Linda@StrategicGrowthConcepts.com Twitter: twitter.com/StrategicGrowth SMS Examples Introduction to Mobile Technology 2011 34
    • Phone: (248) 470-3257Introduction to Mobile Technology Email: Linda@StrategicGrowthConcepts.com Twitter: twitter.com/StrategicGrowth MMS Examples Introduction to Mobile Technology 2011 35
    • Phone: (248) 470-3257Introduction to Mobile Technology Email: Linda@StrategicGrowthConcepts.com Twitter: twitter.com/StrategicGrowth Mobile App Examples Introduction to Mobile Technology 2011 36
    • Phone: (248) 470-3257Introduction to Mobile Technology Email: Linda@StrategicGrowthConcepts.com Twitter: twitter.com/StrategicGrowth Mobile Website Examples View our mobile sites at: http://GoMobileMichigan.org http://m.StrategicGrowthConcepts.com Introduction to Mobile Technology 2011 37
    • Phone: (248) 470-3257Introduction to Mobile Technology Email: Linda@StrategicGrowthConcepts.com Twitter: twitter.com/StrategicGrowth QR Code Examples Introduction to Mobile Technology 2011 38
    • Phone: (248) 470-3257Introduction to Mobile Technology Email: Linda@StrategicGrowthConcepts.com Twitter: twitter.com/StrategicGrowth Mobile Banner / Video Ads Introduction to Mobile Technology 2011 39
    • Phone: (248) 470-3257Introduction to Mobile Technology Email: Linda@StrategicGrowthConcepts.com Twitter: twitter.com/StrategicGrowth Mobile Commerce Introduction to Mobile Technology 2011 40
    • Phone: (248) 470-3257Introduction to Mobile Technology Email: Linda@StrategicGrowthConcepts.com Twitter: twitter.com/StrategicGrowth Additional Types of Mobile Marketing • Bluetooth (short-range [33 feet] wireless technology) – Also known as “proximity marketing” – the localized wireless distribution of advertising content associated with a particular place. In other words, if you have a cell phone in the proximity of a marketing broadcast, you would be able to receive the message or ad. • Location-based Marketing – delivers multimedia directly to the user of a mobile device dependent upon their location via GPS technology • Voice / IVR (interactive voice response) • Mobile SEO Introduction to Mobile Technology 2011 41
    • Phone: (248) 470-3257Introduction to Mobile Technology Email: Linda@StrategicGrowthConcepts.com Twitter: twitter.com/StrategicGrowth Benefits of Mobile Marketing • Immediacy • Interactivity • Affordability • Marketing Campaign Integration • Distribution • Quantifiable • Response Rate/Effectiveness • WOW Factor • Personal /Targeted • Viral Potential • Mobility/Reachability Introduction to Mobile Technology 2011 42
    • Phone: (248) 470-3257Introduction to Mobile Technology Email: Linda@StrategicGrowthConcepts.com Twitter: twitter.com/StrategicGrowth Want to See a Mobile Marketing Demo? SMS (Texting) Campaign Text the Keyword JOINNOW to 57711 and follow the instructions Introduction to Mobile Technology 2011 43
    • Phone: (248) 470-3257Introduction to Mobile Technology Email: Linda@StrategicGrowthConcepts.com Twitter: twitter.com/StrategicGrowth QR Code / Mobile Website To scan this QR code, you will need a free QR reader, which you can download from your smart-phone’s app store. Introduction to Mobile Technology 2011 44
    • Phone: (248) 470-3257 Introduction to Mobile Technology Email: Linda@StrategicGrowthConcepts.com Twitter: twitter.com/StrategicGrowth • Mobile websitesCustomized • Mobile applicationsMobile Solutions • Simple SMS systems that enable:are Available, – Auto responders – Push campaignsIncluding: • Complex SMS systems that enable: – Higher level of customer data retrieval – Double opt-in – Text2Win campaigns – Text2Survey programs – Loyalty programs • QR codes (branded & non-branded) • Business productivity services • Mobile banner ads • Managed mobile services • And much, much more! Introduction to Mobile Technology 2011 45
    • Phone: (248) 470-3257 Introduction to Mobile Technology Email: Linda@StrategicGrowthConcepts.com Twitter: twitter.com/StrategicGrowth How We Can Help Your Firm Take Advantage of Mobile TechnologyAs a Certified Mobile Solutions Provider, we can:• Identify the appropriate Mobile Technology Services vendor(s) to provide the requested services• Negotiate services rates / terms with Mobile Technology Services vendors• Upon approval of negotiated Mobile Technology Services rates / terms; set up accounts with selected vendors.• Facilitate customized mobile solutions; coordinate w/ internal IT staff• Work with selected vendors to provide all necessary Mobile training to your staff• For Mobile Marketing re-sell services, provide Mobile Strategy & Pricing consultation to aid you in developing your Mobile Marketing service line• Technical support as required; coordination with vendor should a technical issue occur that cannot be resolved with our assistance Introduction to Mobile Technology 2011 46
    • Phone: (248) 470-3257 Introduction to Mobile Technology Email: Linda@StrategicGrowthConcepts.com Twitter: twitter.com/StrategicGrowth QUESTIONS?Contact us via the phone, email or Twitter info above to get started using Mobile! Introduction to Mobile Technology 2011 47