Introduction to Mobile Marketing

SMCKC - Mobile Social Media June 22, 2010

  Themobile environment   What is mobile anyway? ◦ Apps, ◦ Mobile Web ◦ SMS   Marketing with mobile

A brief comparison of mobile and fixed online services

Source: Mobile Marketing Association

APPLICATION DATA AND MOBILE MOBILE CONSULTING CARRIERS AGGREGATORS SERVICE ANALYTICS MEDIA ADVERTISING FIRMS PROVIDERS PROVIDERS NETWORKS AGENCIES Operate the Specialize in Network of Advise leading networks that software publisher sites companies enable wireless development and that offer a way to regarding communication, hosting for mobile reach mass strategy, exerts the most messaging audiences via organization, control over the applications. contextual & geo- change industry. House Offer quantitative, targeted mobile. Help brands management, connections to info-based demystify the operations, & wireless networks services, database mobile space and technology. & maintain management, strategically security, technical, implementation, integrate mobile & service level consulting & into the mix. requirements. analytics. Source: MAhearns & MMA

1.  Print (books, newspapers) – 1400s 2.  Recordings (records, tapes, CDs) – 1800s 3.  Cinema – 1900s 4.  Radio – 1910s 5.  Television – 1950s 6.  Internet – 1990s 7.  Mobile – 2000s

30 minute tasks 30 second tasks   Using PC/laptop   Using mobile phone   Planned Use   Unplanned use   Sitting   Standing/walking/ moving   Have time   In a hurry   e-mail / social media   SMS / e-mail / social   Creating info   Consuming info   Focused attention   Multi-tasking Source: Tomi Ahonen, 2007

1.  Mobile is the first personal mass media 2.  Mobile is permanently carried 3.  Mobile is always on 4.  Mobile has a built-in payment mechanism 5.  Mobile is available at the point of creative inspiration 6.  Mobile has the most accurate audience measurement capability 7.  Mobile captures the social context of media consumption 8.  Mobile allows augmented reality to be used in media

Source: http://www.mobilemarketer.com/cms/news/ advertising/6468.html

Downloadable programs designed to run on a specific type of phone

  Apple App Store   Google Android Market   Palm App Catalog   RIM/Blackberry App World   Nokia Ovi Store   Microsoft Windows Marketplace for Mobile   Carrier-Specific Stores (Verizon, Sprint, AT&T)   3rd-party Apps stores – GetJar, Handmark, and more all the time

Today’s Smartphone Market – 17% of all users = 39M Device % of Smartphone % Total Market Users Market RIM 41% 7% 17M Apple 25% 4% 10M Microsoft 18% 3% 7M Palm 6% 1% 2M Google 5% 1% 2M Source: Comscore Dec. 2009

  88% of mobile phones are text enabled   64% of mobile phones are Internet enabled 34.5% - unlimited text plans 48.9% - unlimited text plans 11.7% - unlimited data plans 52.0% - unlimited data plans Source: Ahearns, iLoop Mobile; Luth Research Survey June 2009; Comscore June 2009

Pros Cons   Takes advantage of the   One platform means capabilities of the they’re not compatible mobile phone (tilt, GPS, with other devices. (Like cameras) Mac vs. PC)   Can perform well since   There is generally a they don’t rely on (or higher cost associated need) mobile with the programming connections involved than with other   The best are well- channels developed and highly   Little control over the sophisticated platform – Apple/ Google/RIM call the shots

Internet in your pocket

The Mobile Web refers to using a mobile phone handset device incorporating a web browser to access the World Wide Web The total number of mobile web users grew past the total number of computer-based web users for the first time in 2008 (source: International Telecommunications Union, Oct 2009)

  m. (“M dot”) http://m.tacobell.com/ ◦  Often seen by established brands with .com domains   .mobi (“Dot mobi”) http://ruxter.mobi/ ◦  Used for mobile-specific pages instead of .com Dot Mobi is the ‘official’ way to establish a mobile web address, but the beauty of the Internet is that nobody really listens to ‘official’

  Incorporates the same concept of pages and links (http://……)   Connects to a server located somewhere else: No network connection = No Internet   Is ‘standards-based’ and accessible across all mobile devices with a browser   Provides graphics, text, and linking capability.

  Screens are obviously smaller so the user experience is different…very different   One small screen = one window   Speed vary between carriers (3G, emerging 4G)   ‘Standards’ can be widely interpreted   Some technical capabilities we see in the Big Internet are absent

Pros Cons   Interoperability   Lack of standards to   Lower cost - take advantage of sometimes handset sophistication   Wider reach   Differences in user experience across   Faster development handsets   Simple integration   Requires reliable with other online connection to be useful activities

Two Unique Capabilities of Mobile

  SMS “Simple Message Service” (i.e. Texting) is a standard that works across all mobile phones for sending 160-character messages   MMS “Multimedia Messaging Service” (i.e. Texting with images) is a standard for sending a text with attached image, video, ringtone

Keyword Shortcode   A word or name used   A special number used to identify a particular with SMS and MMS service on a specific   Generally 4 to 6 digits shortcode Text this to that is the opt-in process: “Text HAITI to 90909” “Text RUXTERMOBI to 63636” By combining keywords + shortcodes, billions of unique combinations can be created.

Pros Cons   Simplicity – almost   Limited amount of 100% of mobile phones information conveyed can receive a text in a single text   Low cost – a few cents   Dedicated shortcodes per message, although are not inexpensive MMS is more   MMS is not universally   Texts tend to be more supported and tend to valued than other be carrier-specific messaging formats

Putting it all together

  Consumer Goods   Retail   Restaurants, Food & Beverage   Politics & Government   Financial   News, Sports & Information   Automotive   Healthcare   Media & Publication   Travel & Entertainment   Quick-Service Restaurants   Non-Profit Organizations   Education

1.  Mobile is permission-based 2.  A PC experience is not a mobile experience 3.  Mobile is one of many channels for marketing, and should be used as such

Mobile Marketing is a set of practices that enables organizations to communicate and engage with their audience in an interactive and relevant manner through any mobile device or network

”The MMA’s primary focus is on consumer protection and privacy, given the importance of consumer satisfaction in maintaining a sustainable industry and promoting growth. The MMA therefore strives to align its members and industry stakeholders generally with consumers needs and wants to ensure a positive mobile experience.”

  Mobile Marketing Association: ◦  Code of Conduct for Mobile Marketing (July 2008) ◦  U.S. Consumer Best Practices (May 2010) ◦  Mobile Advertising Guidelines (Sept 2009)

  Choice – consumers must opt-in   Control – consumers must be able to opt-out of an unwanted program   Customization – data supplied by the consumer should tailor their choices   Consideration – the consumer should be offered something of perceived value   Constraint – the marketer must effectively manage their campaigns   Confidentiality – commitment to not sharing consumer info with third parties

Good Mobile Marketing is always Permission-Based Marketing

1.  Understand who you’re reaching 2.  Know your objective and how mobile fits 3.  Make it relevant and of value 4.  Leverage existing channels to reinforce your message 5.  Be engaging, fun, and useful 6.  Be flexible, interactive, and respectful 7.  Start small, measure results, and build up

Our Great Mobile Marketing Campaign

  Fundraising event by the Arts & Recreation Foundation of Overland Park for the Botanical Gardens at the Arboretum   Event driven – activities leading up to and during the event that fit well with mobile   Mixed demographic - working to incorporate social media & mobile into the message to engage a younger & tech-savvy audience

  Step 1 – create a mobile site or mobile call-to- action

  Step 2 – promote the message - “Text STEMS to 63636”

  Step 3 – measure results

  Step 4 – Connect with mobile subscribers   Step 5 – Continue to measure and refine your mobile message

  Industry News ◦  Mobile Marketer – ◦  www.mobilemarketer.com ◦  Mobile Commerce Daily - www.mobilecommercedaily.com   Trade Associations ◦  Mobile Marketing Association (MMA) - www.mmaglobal.com ◦  Common Short Code Administration (CSCA) - www.ussshortcodes.com   Local / Regional Groups ◦  Heartland Mobile Council ◦  Mobile Monday

Questions & Answers Mike Craig VP Marketing Ruxter Mobile mike.craig@ruxter.com Twitter: @ruxtermobi

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Introduction to Mobile Marketing

by Mike Craig on Jun 22, 2010

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Introduction to Mobile Marketing — Presentation Transcript