What is Mobile Marketing - The complete mobile marketing tutorial

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Introductory Tutorial for mobile marketing.

This tutorial will give you a global knowledge about what is mobile marketing, different mobile marketing technics and some guidance to start your mobile marketing strategies.

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What is Mobile Marketing - The complete mobile marketing tutorial

  1. 1. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com Introduction to Mobile Marketing Hermes Romero & Andrew Mitchell for Sponsored by: You can download this tutorial in PDF format via www.mobilemarketingfree.com
  2. 2. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com Contents 1 The Mobile Opportunity 2 What is Mobile Marketing 3 The Mobile Web Site 4 Mobile Messaging 5 Subscription Services 6 Mobile Advertising 7 Geolocation & Geotargeting 8 Mobile Coupons 9 Loyalty Programs & Mobile 10 Games for Mobile as a Marketing Tool 11 Video on Mobile 12 Consumer Feedback & Surveys 13 Creating your own Mobile App 14 Augmented Reality
  3. 3. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com “Mobile Marketing grows as mobile grows”
  4. 4. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com The third screen is already the first
  5. 5. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com The Mobile Opportunity
  6. 6. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com The mobile opportunity The increasing use of mobile devices, particularly smartphones and tablets, creates a huge opportunity to exploit new ways to interact with your clients and prospective customers Want to see some statistics about the growing use of smartphones by country? http://mobithinking.com/mobile-marketing-tools/latest-mobile-stats/a
  7. 7. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com Benefits of Mobile Marketing Mobile marketing can increase your capabilities to retain existing customers and gain new ones • For existing customers, you can sell more through cross and up selling initiatives • For new customers, mobile marketing is a targeted way to engage a new market
  8. 8. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com Competition A clear and ambitious mobile strategy will allow you to create a competitive gap between you and your competitors The sooner you start your mobile marketing strategy, the sooner that gap will emerge and widen
  9. 9. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com The Future of Mobile Marketing  All commentators agree that Mobile Marketing is the future, but in fact Mobile Marketing is about now  You already have the tools to start your mobile strategy today, cheap and easy, so don´t wait – get ahead of the competition! The future is now, ACT!
  10. 10. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com Mobile is not a device, it’s a platform Mobile Marketing isn’t about the devices. It’s a platform which allows you to develop different ways to interact with your customers; to sell more, to increase loyalty or simply to offer a better service Mobile marketing • Offers a real time interaction in both directions • Allows you to measure how effective your campaign is in real time
  11. 11. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com Mobile is not a device, it’s a platform A typical smart mobile device integrates • Hardware (the device itself) • Software • The operating system • A web browser • Search capabilities • Applications (Apps) • Telecommunications • Voice Network • Data Network
  12. 12. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com Mobile Hardware Remember - different devices have different screen sizes, obviously!  Phones  Smartphones  Tablets  Phablets Interaction on mobile is different too – finger vs mouse
  13. 13. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com The mobile operating system There are several operating systems in the market • iOS – (Apple Platform) • Android – (Google Platform) • Windows Phone – (Microsoft) • Blackberry • Other... New ones will arrive soon • Ubuntu mobile • Firefox Mobile
  14. 14. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com The Mobile Operating System
  15. 15. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com Mobile Web Browsers The web browser • Allows the user to surf on the internet. There are several, depending on the operating system of the device  iPhone (Safari)  Android Browser  Chrome  Opera  Nokia  Blackberry  Etc... • Most of them are HTML5 compatible
  16. 16. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com Mobile Web Browsers
  17. 17. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com Mobile Search Mobile search is dominated by Google 93,64% of mobile search is made using Google (source: Statcounter.com july 2013)
  18. 18. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com Mobile Search
  19. 19. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com Mobile Applications (Apps) Apps may or may not be compatible with a device depending on the operating system, the device model, etc... The most installed apps • Facebook • Google maps • The weather channel The most popular categories • Games • News • Maps • Social Networking • Music
  20. 20. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com Mobile Applications (Apps) Source: http://www.intomobile.com/2013/05/31/mobile-apps-have-changed-world-infographic/
  21. 21. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com What is Mobile Marketing
  22. 22. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com What is mobile marketing? In a nutshell, mobile marketing refers to the marketing interaction with customers or prospects via a mobile device (phone, tablet, etc...), using different techniques to attract and retain customers and to allow them to interact with you
  23. 23. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com Why mobile marketing? Almost every individual in the world has a mobile device • Mobile devices are used on a daily basis • Are much more convenient than desktop • Are connected to the network permanently and in stand by mode The average mobile device is only 80 cm from its owner’s hands!
  24. 24. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com Why Mobile Marketing? Recent studies show that mobile devices are replacing desktop for on-line buying Mobile devices out-sell desktop devices, with desktop sales decreasing month on month By the end of this year tablet sales are predicted to surpass desktop sales Want to know more about mobile device sales trends? Take a look at this Gartner Study and this Usa Today Article
  25. 25. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com Why you should focus on Mobile Marketing strategies? Day by day the time spent on mobile devices is growing, and is surpassing the time spent on TV , radio, traditional printed press, etc... The traditional ways of doing things is being disrupted as people run their lives on mobile devices • Mobile payments • Restaurant reservations • Boarding passes • Social media messaging • Etc... Source: http://www.emarketer.com/Article/Digital-Set-Surpass-TV-Time-Spent-with-US-Media/1010096
  26. 26. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com Why you should focus on Mobile Marketing strategies? In the buy process, nearly 81% of smartphone users do their research on a mobile device, and 50% of them buy using the same device .... and these trends are growing Where vouchers are used as a sales or loyalty strategy, there is a higher conversion rate (over 40%) using mobile electronic vouchers vs paper based vouchers
  27. 27. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com Why you should focus on Mobile Marketing strategies? Mobile is flexible! Different techniques (can be used alone or in combination) • Send deal reminders by SMS • Tweet an e-voucher, and get them re-tweeted • Use push messages to communicate with your customers • Geolocalise your offering • Have your customers login via Facebook or Twitter • Optimise your social media presence • Launch a dedicated App, and you can do virtually anything …
  28. 28. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com The Mobile Web Site
  29. 29. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com The Mobile Web Site The mobile web site is the first and most important tool in a mobile marketing strategy Forget about using your desktop website as your mobile platform unless it has a responsive design optimised across devices If you don´t have a mobile optimised web site, make it your top priority
  30. 30. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com The Mobile Web Site There are plenty of themes and templates for plain websites or CMS based systems to be optimised for mobile devices Search in google for responsive web templates... You can create different landing pages depending on whether the access is via mobile or desktop, to transmit a different message to the user Instead of creating different landing pages you can make use of javascript to conveniently show or hide portions of the web page according with the device used.
  31. 31. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com Mobile Messaging Text Message – SMS OPT-In SMS Email for mobile Push messaging
  32. 32. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com Mobile Messaging Driving messages to your customer’s/prospect’s mobile devices creates an immediate and direct interaction Use any form of mobile messaging to • Increase store traffic (targeted promotional offers will assist to drive more traffic to your store) • Increase sales (sending electronic vouchers and related promotional offers through any of the mobile message channels can drive online or in store sales)
  33. 33. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com Mobile Messaging Increase your apps usage You can use push notifications to offer consumers something of value such as special offers, content, reminders, etc. and, as a result, your app’s usage will grow Improve customer service Keep your customers in touch with what they need to know Customer retention and loyalty Send your customers reward and points information, offers and electronic vouchers to make them feel special
  34. 34. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com Text Messages - SMS SMS stands for “short message service” It’s a text-only medium, and allows only short messages, 160 characters max Even though it’s a text-only medium, some mobile devices with “click-to-call” or “click-to-web” capability will display colored links, URLs and phone numbers (most smartphone do) There are different costs depending on the country and operator of the recipient
  35. 35. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com Text Messages - SMS Bear in mind People generally don’t like unsolicited messages Use it only on in exceptional circumstances where you are giving some kind of added value Send only to verified actual customers, not for prospects Read Here the Mobile marketing Association & interactive advertising bureau laid down guidelines www.mmaglobal.com/bestpractices.pdf
  36. 36. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com Text Messages - SMS  Click-to-call messages • Phone numbers should be local or domestic to the country that the ads are targeting • Phone numbers should be functional! • Premium destination numbers that would result in a charge that exceeds standard rates to the end user should not be used unless the terms are fully disclosed in the ad • Emergency numbers (e.g., 911 in the United States and Canada, or 112 in parts of Europe), or any unrelated service numbers, are not allowed in SMS ads  Link to Mobile Web site messages • Your linked page should be viewable in Mobile Web browsers • The content should be related to the advertisement - do not use your home page, use instead a tailor made page for the message • Use a short url service for long urls like bitly.com.  As messages are restricted in length if you have a long url address your real message text would be extremely short
  37. 37. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com Text Messages - SMS Link to Download messages – From the device point of view, a link to download a message is just like a web link – In case of long URLs for web link or download link use a short url service like the one provided by goo.gl, tiny.cc or bitly.com – The link should start the download immediately, but it’s a good idea to link to a web page with more information about the download – Note that, although any SMS capable device will receive the message, only those that allow file downloading and manipulation will be capable of interacting with the target download (smartphones can usually download and manipulate files) – The format of the download should be compatible with the operating system of the device too Use it, for example, to send electronic coupons, travel boarding passes, events vouchers, etc...
  38. 38. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com Text Messages - SMS You should be clearly identified in the ad The text itself should be clearly identifiable as an advertisement and easily understood by the receiver • Use abbreviations and “text speak” with caution • Conduct testing to ensure compatibility of the carrier and devices with any non-Latin or accented letters prior to use
  39. 39. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com Text Messages - SMS As a part of your mobile marketing mix, consider embedding electronic coupons or vouchers in your SMS messages using a platform like beevou.com which allows you to send traceable personalised coupons, control the whole life cycle of the coupon and measure results
  40. 40. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com OPT-IN sms Works the same as the opt-in email service but instead of sending emails, send sms directly to the mobile device of the subscriber. You must advertise how customers can subscribe Send “OFFERS” to 9999 to receive our daily offer And provide a way to opt out Send STOP to 9999 to stop receiving our daily offers
  41. 41. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com OPT-IN sms As for a normal SMS, you will be charged for every SMS you send and those charges can be different depending on the country/provider of the recipient Incoming SMS messages will have a cost for you too
  42. 42. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com eMail for mobile Email is not only for desktop. Email is one of the most used features in mobile devices (smartphone and tables) - more and more users are accessing their email exclusively on mobile
  43. 43. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com eMail for Mobile You will find several bulk email providers across the network, that will allow you to integrate your customer/prospect list If you want to embed electronic coupons/vouchers in your email messages, consider using a service like beevou.com to control the life cycle of the coupon and to measure results
  44. 44. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com Push messaging Push messaging allows you to send short personalised messages to your customers’ and prospects’ mobile devices with almost no cost To use push messaging you need a compatible app. The most common services are provided by the main players in mobile OS, like Apple and Google, and are free, but there are other several mobile operating system independent providers who generally charge you a small amount for a packet of messages. https://developer.apple.com/notifications/ http://developer.android.com/google/gcm/index.html
  45. 45. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com Push Messaging  You can use push messaging to increase your app usage too • Offer to your consumers something of value such as special offers, a special content, reminders, etc. and sent it through push messages
  46. 46. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com Subscription Services RSS Twitter Facebook
  47. 47. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com Subscription services Subscription services allow you to spread a message to all your subscribers This is a form of opt-in, as your prospect or customer decides if he or she wants subscribe to your channel Subscription services are useful for news and generalised offers, but not customised offers as you don’t know who is reading the message
  48. 48. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com Subscription Services - RSS RSS is the acronym for Really Simply Syndication Is a XML format obtained via an HTTP address There are several mobile apps that can receive news and messages from RSS services • Pulse • Flipboard • Google Reader • Digg • Etc...
  49. 49. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com Subscription Services - RSS If you have a blog for your business, then you probably have an RSS server • Wordpress based blogs have their own RSS server embedded • Joomla, Drupal and many other CMS systems have RSS server capabilities too • All the news or articles that you publish into your blog or CMS system, will be received by all your subscribers automatically • Any kind of content can be delivered via RSS - text, images, links, video links, etc...
  50. 50. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com Subscription Services - Twitter Twitter is predominantly used on mobile devices, and represents a direct channel to your customer’s mobile Twitter messages are limited to 140 characters, but you can include in your tweet a url to a (mobile friendly) web page containing the message. The link itself in a tweet takes 22 chars for HTTP links and 23 for HTTPS links. Your prospect or client has to follow your twitter account to receive your messages - include a “follow us” twitter widget to allow your website and app visitors to follow you A follower of your twitter account can retweet your message to their followers to make it viral
  51. 51. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com Subscription services - Twitter Twitter direct messages • Limited to 250 messages per day • If you have a direct relationship between your client data and their twitter account, then you can send one2one personalised messages with twitter  Ask your customer for their twitter account and store it in your customer database  The recipient of the message can block your messages by un-following you, so avoid spam-like messages  If a message is not a personalised one or a message addressed to a segment of your customer base, use the normal tweet publication instead • Direct messages can only be sent to your existing followers, so your customer has to opt-in by following you
  52. 52. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com Subscription Services - Facebook Facebook for mobile • Facebook is one of the most downloaded apps in the world • A “like” is not the same as a follower  A “like” is just a simple form of promoting a web page (news page, product page, etc...)  The follower works more or less the same as twitter does - he or she will receive your news, deals, etc., like a subscription service
  53. 53. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com Mobile Advertising
  54. 54. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com Mobile Advertising Mobile Advertising is the communication of products or services using mobile devices (mainly smartphones and tablet devices), using advertising channels such as Google adwords to reach a determined audience You can´t personalise the message into a one2one style conversation, unlike SMS or push messaging Depending on the channel, you will have more or less ability to target a demographic segment, and/or geotargeting for GPS enabled devices
  55. 55. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com Mobile Advertising The way your advertisement is published depends on the channel used. Some examples are • Advertising in web search results through mobile devices • Google adwords • Advertising on the app download process • In-App advertising • Advertising in video channels • Advertise in Youtube • http://www.youtube.com/yt/advertise/mobile.html • GPS enabled apps • Foursquare, Yelp, Facebook, Google, etc...
  56. 56. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com Mobile advertising Usually you can choose between pay per click model or a impression model - it depends on the provider you use Generally in the “pay per click” model the price depends on an auction • The same as the traditional Google Adwords model for the web search • The more you pay per click, the more clicks you will get, because your banners will appear more and than other advertisers paying less
  57. 57. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com Mobile Advertising You will be able to control your campaign in real time, the same way as you do for Google adwords for desktop search • You can set a maximum budget per day, a maximum price per click, etc... • You will have detailed reports about clicks, impressions and so on...
  58. 58. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com Mobile Advertising You should change your banner content regularly to get as many clicks as possible without raising the price - Change your banners every 3-7 days Take the banner creation seriously because the higher your banner CTR (click through rate), the more frequently it will be shown. Thus, you will save your money CTR is the percentage of people seeing an impression of a banner that click on it
  59. 59. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com Mobile advertising Its not just Google - there are other mobile advertising networks • They are companies with systems that work like Google Adwords, but instead of using the Google search they advertise your message across their own network (usually free apps) • If you contract an advertisement campaign through one of these companies, your banners will be displayed in the free apps that are included in their network
  60. 60. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com Geolocation & Geotargeting
  61. 61. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com Geolocation & Geotargeting Geolocation and geotargeting are marketing techniques based on physical location of the mobile device obtained via GPS • Only possible in GPS enabled smartphones • If the device is not GPS enabled and the mobile user connects to the internet, the location can be detected by the IP address, but this method is not good if you need a precision location Usually used to offer to the mobile user a service or product based on the actual location of the device • For example searching for restaurants in the local area
  62. 62. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com Geolocation & Geotargeting Couponing • Groupon, Living social, Amazon apps etc. use geolocation to offer active coupons redeemable at a location near you  The platform will charge commission  This are used only to attract new customers to your venues
  63. 63. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com Geolocation & Geotargeting  Your own coupons • Using apps like passbook (iOS) or passwallet (Android) the mobile users are alerted when they have a coupon to be used in the area where the device is located  There is no commission percentage  Useful for cross and up selling strategies, as well as a loyalty tool for your existing customer base  You can use a service like beevou.com to deliver electronic coupons in passbook format to your customers or prospects the same way as you do with a email message • If you have your own app, you can insert a widget to display your coupons based on the GPS location, like the Groupon or Amazon apps  Beevou.com allows you to insert “Groupon” like functionalities for couponing in your own apps
  64. 64. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com Mobile Coupons
  65. 65. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com Electronic/Digital Coupons This is one of the main and effective tools in mobile marketing Allows you to send to your customers or prospects electronic coupons, directly to their mobile device via email, SMS, Twitter etc. Electronic coupons have a much higher redemption rate than paper coupons Your customers store your coupons in their devices, so they never forget or leave them at home. This increases the redemption rate
  66. 66. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com Electronic/Digital coupons Unlike paper coupons, electronic coupons/vouchers are traceable on- line and in real time throughout their life cycle, from issue to redemption Coupons issued direct to a particular customer or contact can be monitored to see if, when and where a coupon is redeemed Combined with any additional customer information held, this data can be analysed to determine the uptake of the promotion by different customer categories, and to optimise the promotional offering and customer loyalty
  67. 67. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com The life cycle of the electronic coupon * Based on beevou.com coupon life cycle * Image taken from www.beevou.com
  68. 68. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com Electronic/Digital coupons Usually, electronic coupons are identified by an identity unique code, in the form of a 1D barcode like code128, ean13, ean8, etc ... or a 2D barcode like QR or PDF417 • To read those codes your scanner will have to be compatible with them, or you will need to use some of the mobile apps that allow barcodes to be read
  69. 69. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com Mobile Coupons - Passbook There is currently no official standard for electronic coupons But there is a de facto standard: Passbook electronic pass format • Created by Apple and available from iOS 6.0 • Allows different types of passes, like boarding cards, coupons, event tickets, etc... • Basically the provider of the pass sends to the beneficiary a special file with all the information for the pass • The file is electronically signed for security purposes • Passbook is one of the 5 most used apps in the US
  70. 70. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com Mobile Coupons - Passbook For Android users there is an app compatible with Passbook files: Passwallet • Passwallet has all the functionalities of the Apple Passbook and some more, for example Passwallet allows the use of NFC too https://play.google.com/store/apps/details?id=com.attidomobile.passwallet
  71. 71. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com Mobile Coupons - Beevou Using services like beevou.com allows you to send and manage electronic coupons for free, without any up- front investment and in a matter of minutes • With Beevou you can  Send coupons over email or SMS  Create your own list of beneficiaries (customers, prospects or any other)  Allow your customers to transfer the coupon  Control the status of the coupon in real time (traceable)  Redeem coupons using the beevou scanner app, the scanner embedded in the beevou website or your own scanner using the beevou API  Beevou is fully compatible with Passbook and Passwallet with geolocation and has a powerful programmable RESTFULL API to embed all the functions in your own apps
  72. 72. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com Mobile Coupons - Beevou Beevou.com is the only platform that allows you to use different type of coupons • One use only coupons  This is the traditional coupon, after the coupon is redeemed it becomes unusable • Discount coupons, deals, gift coupons, events, etc... • Cumulative coupons (those for stamps)  Specially suitable for up-selling strategies - the customer accumulates a predefined number of reads until the final redemption • Wash your car nine times and the number ten is for free. • Multiple use coupons  Allows you to sell a package of goods or services • Four Car Wash for the price of three.
  73. 73. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com Mobile Coupons - Beevou With beevou you can create your own network of affiliates • Sometimes is useful to get a win2win agreement with some other businesses in your area to share your customer base and/or give your customers special deals for other businesses • With beevou you can define where a coupon can be redeemed. All you have to do is to invite the affiliate to your network and then configure your coupon template to be accepted in that affiliate • Consider for example a “clean your car for free” in the nearest gas station when somebody buys you goods or services for more than 30$  All payments between your affiliates and you are managed by the beevou platform too
  74. 74. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com Scanning Mobile Coupons  The problem with barcode scanners • Most of the laser barcode scanners are not compatible with barcodes stored in mobile devices  This is mostly due to the interaction of the laser light with the reflection of the screen • The CCD barcode scanners are usually compatible with mobile devices but can only read 1D barcodes like EAN, code39, code128, etc..., but not 2D barcodes like QR • The best barcode readers for mobile are CMOS based (camera). These devices are becoming cheaper as they increasingly become standard
  75. 75. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com Scanning Mobile Coupons Now most of the manufacturers of barcode scanners are creating models to scan barcodes from mobile devices  Prices starts from about 90$  Based on CMOS camera, or Laser  Potentially any webcam can decode barcodes in mobile and desktop devices (see beevou´s web scan) Some platform providers like beevou.com have their own scan solutions for free (beevou scan app)
  76. 76. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com Loyalty Programs & Mobile
  77. 77. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com Loyalty programs & mobile To-date, most loyalty programs are supported by magnetic or smart cards A loyalty plan allows your company to • Individually identify your customers and purchases by billing amount, products, dates, etc ... • Give your customers a feeling of exclusivity and preferential treatment • Usually grants some kind of discount or gifts depending on customer purchases • Sometimes the cards are also used as a payment method, or as a private credit vehicle
  78. 78. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com Loyalty programs & mobile People don’t like to fill their wallet with loyalty cards - mobile customer loyalty programs allow you to treat your customer´s mobile phone as a mobile loyalty card Loyalty plans are moving from the wallet of the customer to the mobile device through mobile apps The smartphone-based loyalty apps allow you to analyse consumer’s behavior Using geolocation, you can send to your customers personalised offers based on the data captured by your loyalty plan
  79. 79. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com Loyalty programs & mobile There are mobile loyalty companies that offer mobile apps to be used by many companies, so the user just installs one app and uses it for all the merchants that belong to that loyalty network • Your cost will be lower, because all the infrastructure is developed by the provider ... but ... a network scheme doesn’t feel exclusive
  80. 80. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com Loyalty programs & mobile Some loyalty solutions award the customer with points or gifts if they simply visit a store (known as “walk-ins”) • The customer is notified that the store has a “walk-in” program, and then has to manually open the app to get the points or gifts for that store • Some other solutions require the use of base devices installed in- store to be detected by the loyalty application
  81. 81. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com Loyalty programs & mobile Passbook enabled loyalty programs • You can simply send to your customers their digital card in passbook format • Your loyalty card will be then added to the passbook virtual wallet in iOS devices and passwallet in Android • There is no need to have an app installed on the device of the customer • Can use the location alerts via passbook, to remind the customer to visit your store when he is nearby • Specially useful in anonymous loyalty plans
  82. 82. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com Loyalty programs & mobile You can’t just copy your traditional point-based loyalty strategies used on physical cards and translate it to a mobile architecture - this just DOESN’T WORK • At least a 30% of the loyalty rewards are never redeemed “Most mobile-reward programs haven’t yet proven to be as consistent or effective” Julie Mossler (Groupon)
  83. 83. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com Loyalty programs & mobile  Conclusion • You can create a loyalty plan based on mobile if  It is used along with other mobile marketing techniques  You create, if possible, your own mobile plan instead of using shared loyalty plans
  84. 84. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com Games for Mobile as a Marketing Tool
  85. 85. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com Games for mobile as a marketing tool You can create your own game for marketing purposes • For example Paramount Pictures developed an app for the recent film Star Trek Into Darkness which asked users to complete challenges like visit a location, take a picture of a landmark, scan a magazine cover, etc... as a way of getting customers to look again at content that’s already out there
  86. 86. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com Games for mobile as a Marketing tool This Angry Birds game is another good example http://www.businessinsider.com/ad-exec-reveals-the-secrets-to-successful-mobile-video-ads-2013-8#ixzz2e0awrDd1
  87. 87. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com Games for mobile as a Marketing tool But – it is very expensive to develop a game You have to develop a good advertising campaign for your game Usually is better to use some successful game to advertise, or simply advertise on games using some of the mobile advertising networks available
  88. 88. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com Video on Mobile
  89. 89. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com Video on mobile Cisco reports that mobile video made up over 50% of mobile traffic in 2012 25% of total reproductions of YouTube are made from mobile devices Social media has played a significant part in the growth of mobile video with the “share” button models
  90. 90. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com Video on mobile Create your own videos and upload to YouTube the same way you do for your online marketing strategy • Ensure they are optimized for mobile devices • No Flash, just pure HTML5 - usually video platforms like YouTube or Vimeo convert the video depending on the user´s browser, so you don´t have to worry about that • Use short time length videos • Be sure not to use copyrighted material as for example music - some of this content is blocked for mobile devices, while for desktop may be permitted • Always test your videos in phone and tablet devices with different screen sizes
  91. 91. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com Video on mobile Yes, video ads is affordable for small companies too • Google has new plans that allow you to advertise your videos in YouTube
  92. 92. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com Video on mobile Be creative • Keep your video short and sweet  Play rates drop off significantly after 45 secs  Deliver your key message within the first 10 secs  About 15 secs in length would be best • Be clear about what your business offers • Provide clear next steps for customers to take after finishing the video  Make a purchase  Visit website  Visit physical store
  93. 93. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com Video on mobile Update your content • It's important to keep your content fresh so people will keep coming back, especially if you're promoting a video channel
  94. 94. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com Video on mobile The social fact • Don´t forget that video networks such as YouTube or Vimeo are also a community-driven social media network that values meaningful content and genuine community engagement with real people and stories  Create video content that builds a relationship with the network users, instead of a pure only advertising that will make it harder for you to drive viewer engagement with your brand
  95. 95. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com Video on mobile Adwords for video allows you to advertise in two different formats • Adwords for video  Your ad videos must be hosted on YouTube  CPV cost per view bidding • Display ad builder  Your ad videos can be hosted wherever you want  You can choose between • CPC (cost per click) • CPM (cost per thousand impressions) • CPV (cost per view)
  96. 96. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com Video on mobile Advertise your company in a short video in two different ways:  Before videos, when a user clicks to see a video (preferred)  In video search results You can choose your target depending on gender, age, location, etc... You can even configure the devices where the video will be showed Don´t forget to create a call to action overlay for your video Can generate subscriptions to your video channel
  97. 97. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com Video on mobile In-stream video ads allow you to insert your ad into the beginning or middle of other video content • While this method is a great branding medium, it often has lower conversion rates than other online formats  Direct traffic from your ads to your brand's YouTube channel or website with additional video content • By continuing a customer's video experience, you're more likely to get better conversion rates than sending your customer to a text-only site  Make sure your landing page is relevant to the content of your ad • For YouTube landing pages, consider directing customers to a page or brand channel tagged with an AdWords remarketing code to increase your brand exposure and how often your message is shown to viewers  Avoid using keyword targeting for your campaign, since this could significantly limit how often your ads are shown
  98. 98. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com Video on mobile Keywords • Choose keywords related to topics that entertain people, such as: names for celebrities, titles for movies and television shows, quotes, actions or verbs, objects in the video, or emotions that relate to the content • Think about trends in online video overall, plus trends on the relevant site, whether it's YouTube or other sites on the Google Display Network. Examples include: current events, political awareness, celebrity gossip, and popular videos • Consider using the tags of your viewers to create keywords • Use negative keywords to filter out unwanted searches • Refine your keywords periodically
  99. 99. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com Video on mobile Use YouTube analytics to see which parts of videos keep your viewers most engaged Analyze which keywords and referrers are driving traffic to your video Using adwords for video You can see more information here: https://support.google.com/adwords/answer/2375425
  100. 100. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com Video on mobile There is a recent study that showed that users abandon the videos on YouTube if the video takes more than 2 seconds to start(!), and every 1 second delay further increases the abandonment rate dramatically There’s nothing as good as the CPMs of video advertising. When compared to the likes of the mobile banner or even full screen interstitial – Video wins EVERY TIME
  101. 101. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com Video on mobile Ensure to have a direct link for your video instead of using an additional screen in the middle
  102. 102. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com Consumer Feedback and Surveys
  103. 103. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com Consumer Feedback & surveys Mobile devices give us the opportunity to get consumer feedback faster than traditional survey tools Consumer feedback can be recovered through surveys or apps that allow their users to rate your product and services • Controllable surveys and non controllable surveys The data of your consumer feedback is now more important than ever, because of the social ecosystem
  104. 104. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com Consumer Feedback & surveys Surveys vs ratings • Surveys usually are created by you to get feedback from your customers and to take decisions based on the conclusions of the survey • Ratings are short surveys that allow your customer to rate some of your products or services in a quick and easy way. Ratings are usually used to be shared with the community
  105. 105. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com Consumer Feedback & surveys Its real time • All the systems used for surveys and rating work mainly in real time  This give you the opportunity to take decisions based on data almost in real time  For example you can get a customer feedback on-line and resolve the problems he is facing almost at the same time he is giving you the feedback, using automatic alerts
  106. 106. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com Consumer Feedback & surveys Higher response rates • Studies are demonstrating that the rate of response of a survey is higher using mobile devices than traditional ones, like desktop web based surveys and of course paper based  Mobile surveys can be delivered using • SMS powered surveys • Mobile web surveys • In App surveys • Mobile coupons surveys • In App consumer real time feedback
  107. 107. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com Consumer Feedback and surveys The beauty of mobile is that we can quickly change the questions based on feedback (dynamic surveys) Mobile feedback systems will be more like a conversation Real Time compliant – Real time response
  108. 108. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com Consumer Feedback & surveys Survey completion rate on mobile for a well managed panel can be as high as 80%. Typical completion rates with online panel vary from 10-15% • Less, small and clear questions will help you to increase your completion rate.
  109. 109. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com Creating your own mobile app
  110. 110. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com Creating your own mobile app You can create your own mobile app to drive your mobile marketing programe Your own app will allow you to • Establish a one 2 one relationship with your customers  You can send personalized content • Messages • Coupons and Vouchers • Special offers • News and product or service information
  111. 111. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com Creating your own mobile app Offer your customers added value when installing your app • Give them if possible operational tools like  Appointment and reservation  Orders  Access to exclusive and last minute deals  Information about their expenses, invoices, payments, etc...  Hot line & support  Etc... • Nobody will install your app if it doesn´t give some kind of valuable add-ons  The app stores are full of apps with no more than 10 downloads  In July 2013, more than 50,000 new apps where uploaded to iTunes
  112. 112. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com Creating your own mobile app You can integrate in your mobile app some of the techniques that we have seen before in this tutorial like • Coupons / vouchers • Direct access to your mobile site, as well as your content, videos, and so on • Surveys and Polls about your products and services • Tools for your loyalty plan  Customer identification  Points redemption • Geolocation • News feeds  RSS, Twitter, Facebook, etc...
  113. 113. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com Augmented Reality
  114. 114. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com Augmented Reality Augmented reality (AR), overlays text, images, or video over physical objects Still in very early stages - not significant so far in mobile marketing Google Glass is the most significant development to-date Google Glass has helped to understand what augmented reality is and what it could mean for mobile marketing
  115. 115. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com Augmented Reality Augmented Reality at the point of sale • Via your mobile using your camera you will be able to see a virtual object and get a direct link to buy it Augmented Reality and Location based services - discovery • Yelp is using augmented reality in their app to show you via the augmented reality viewer nearby restaurants and their ratings
  116. 116. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com Augmented Reality Field Trip by Google • Is another example of discovery using Augmented Reality • Useful for travelers; shows you information about the places you are visiting • Deployed for iPhone, Android and Google Glass Junaio is another interesting product to follow up
  117. 117. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com Thanks for watching Download this tutorial in PDF format via www.mobilemarketingfree.com Subscribe to our newsletter in www.mobilemarketingfree.com to be notified about changes in this tutorial and other useful stuff. (c) 2013 All rights reserved Hermes Romero, Andrew Mitchell & mobilemarketingfree.com

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