1145 omma mobile rich lesperance
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  • Walgreen Company 10/26/11
  • Walgreen Company 10/26/11
  • Walgreen Company 10/26/11

Transcript

  • 1. Mobile Marketing Is Not (Just) Marketing Mobile Rich Lesperance Director of Digital Marketing & Emerging Media
    • OMMA Mobile
    • October 25 th 2011
  • 2. 2 Sides of Mobile Marketing Marketing new things Rethinking everything else
  • 3.
  • 4. Ways we are using new mobile channels Refill by Text &
  • 5. Refill by Scan 360 campaign
  • 6.
  • 7. Copyright 2011 Walgreen Co. Impact >25% of Walgreens online prescriptions come from mobile Source: Walgreens internal data
  • 8. Copyright 2011 Walgreen Co. Impact >2MM Rx Text Alert signups Source: Walgreens internal data
  • 9. Copyright 2011 Walgreen Co. Impact 2 Webbys Source: Walgreens internal data
  • 10. That’s great for prescriptions, Rich. What about shopping? … .OMMA BREAKING NEWS ALERT….
  • 11. 1 2 3 Download Shop Save Exclusive Coupons in the Walgreens App … .OMMA BREAKING NEWS ALERT….
  • 12. Test it out at 135 Powell St. – 2 blocks away! 1 2 Text COUPON to 74713 and get an instant reply Click the link to pull up the exclusive mobile coupon
  • 13. 2 Sides of Mobile Marketing Marketing new things Rethinking everything else
  • 14. Rethink Email
  • 15.
    • From CPM to PPC, behavioral & device targeting, and the return of simple banner ads that can be rapidly AB tested
    Rethink Display
  • 16. Rethink Search Keyword: “vitamins” Mobile
  • 17. Rethink Customer Behavior
  • 18. 1. Marketing Mobile 2. Mobile Marketing Sign up for Rx Text Alerts or deals via SMS Download our Mobile App Scan in-store QR codes for bonus content Check in and follow Walgreens Walgreens video uploads: Health, Beauty & more Store feed Performance Display Ads on AdMob, iAd, etc Optimizing Emails Mobile SEM / SEO Future: Digital Wallet Balancing all areas of mobile
  • 19. Thank You