Introduction to Mobile Marketing - for Marketers

Introduction to mobile marketing

Evolution of the mobile phone (click for movie)

Agenda
Mobile Stats
SMS
Mobile Web
Mobile Applications
Designing for mobile
Mobile media
2D / QR Codes
Bluetooth
Examples of past work

Canadians currently use more than 21 million wireless devices daily
19 billion text messages sent in 2008
10.1 Billion text messages sent in 2007
Uniques have grown to 41%
40 billion in 2009 within reach
Adoption exceeds 80% in urban markets
Email is for “old” people!
Source : CWTA
Canadian Mobile Landscape

1 billion people have access to the Internet via their computer

1.2 billion televisions world wide

Over 4 Billion Mobile Phones World Wide!

8 Mobile User Profiles
Careerist – 25-39 years old. Bills are paid by company
Experiencers – They are all about new experiences, possessions, technologies etc… They are early adopters.
Pioneer Youth – I want it all for my mobile… and now. Second best is not good enough. Always txting. 15-24 years old
Mainstream Youth – They want the latest gadget so that they can belong. They aren’t necessarily technical experts. 15-24

Mainstream Materialists – Gadgets and mobile are fashion accessories – anything that will make them look good. 25-29 years old. They live for today and not tomorrow. Use more for show than communication
Basic phoners – They use their mobile to call only. Many have mobile phones as emergency backups. They likely don’t know how to text message. 40+ years old.
Family phoners – need good reason to adopt new technology. They are happy with what they’ve got and they mostly use their mobile device to stay in touch with family.
In touch organizers – my mobile keeps me connected. 30-64 years old. These are parents who juggle busy professional and social lives, organizing their family, friends, and local community. Average tech users - competent but not experts
Source: http://www.canadianmarketingblog.com/archives/2008/10/the_8_different_mobile_consume.html

Why Mobile??
It’s the next mass medium… the new internet
Mobile is the best and most innovative way to get close to consumers– delivering highly personal brand experiences
Mobile can make old media new again
Mobile is a natural extension of your multi-channel campaigns

7 things you need to know about text messaging (SMS)
Carriers have all the control and do not tolerate unsolicited text messages
You need to register a short code before you text your customers anything. Choose generic (12345) or word specific (VODKA)
Short codes are only good for one year at a time and individual carriers can reject or ignore your requests
You must detail in advance exactly how you will use the short code for all possible applications
Consumers are easily annoyed…so be sure they have opt-ed in first and what be sure to send them specific and personalized data that matches what signed up for (i.e. Txt alert when new statement is available)
You can’t buy a mobile list – you have to get (build) opt-in
Consumers are used to paying for their messages – it’s not a barrier to engagement

SMS – Text Messaging tactics
SMS Pull
Program Registration
Service Notifications
Promotions (SMS/MMS)
Coupons (SMS/MMS)
Tickets (SMS/MMS)
Program Redemption
SMS Push (Opt-In):
Balance Alerts
Trackers
Service Notifications
Promotions
Surveys: 2 WAY SMS
Mobile Voting/Trivia Games
Text to win
For a chance to win free BBQ, respond “ yes ” to this message! Your Monthly statement is now available online. Click here to view it now

6 things you should know about the mobile web
# of websites has grown 7-fold in the last 12 months!
0.8% of all domains are mobile-friendly
Lack of fixed data plans has been the key barrier to mass adoption
The user experience has to be optimized for the mobile web
Mobile websites need specific purpose and relevance to users
In many other countries (ie. India, South Africa), more people access the mobile web than the desktop web

App stores

Designing for mobile

What doesn’t work…
Ill-fitting graphics
Slow access
Difficult navigation
Frames
Complex graphics
Flash

… and what does work
Quick download times
Easy navigation
Clean pages, no frames, simple graphics
Sharply defined usage objectives

The difference side by side

.mobi is the first and only Internet domain specifically designed for the mobile. It works on any phone on any network anywhere in the world.

.mobi thinking is not .com thinking

Choosing a mobile domain
You don’t need a .mobi domain to have a mobile enabled website
.mobi = 23%
/wap – 22% (legacy)
/m – 13%
M. – 5%
/pda – 3%
+ /mobile, /wireless
Source: http://www.mobilemarketer.com/cms/news/research/2988.html

Mobile Domain Recommendations
Incorporate auto-detection script that will serve correct version
14% of mobile sites do this today
Own all related domains for your brand – including .mobi
Be sure to follow W3C standards for development + ready.mobi assessment tool to ensure cross-device compatibility

10 tips for designing for the Mobile Web
Define specific purpose for the experience
Make the most important information instantly findable
Ensure there is relevance to the users
Don’t try to recreate the desktop experience in mobile
Build navigation that is intuitive… on every page

10 tips for designing for the Mobile Web
Think about leveraging LBS and other social tools in overall experience
Avoid frames, flash, and horizontal nav (unless you are on an iphone)
Leverage free online tools to test mobile “readiness”
Design for highest common denominator – per device and ensure you include an auto-detect script
Leverage creative and branding from other channels – but make sure you adopt & optimize it!

Build your own mobile website in 5 minutes for free http://www.mobisitegalore.com

2-D codes the near future of mobile marketing
A 2-D code looks like a pixilated 1980s Ms. Pac Man game board
Extend & create a more interactive mobile experience
Enter a contest
Get a coupon or gift certificate
Get product information
Apply for credit
Download movie trailor
Download music
Access information on a mobile website
Get directions to a location with a link to google maps (store locator)
http://www.onedegree.ca/2008/03/time-to-decode.html

Mobile Media
Click-through rates are still over 3%
As high as 30% when offer is extremely relevant
Multiple channels possible
SMS
iphone
Mobile web
Ads must click through a mobile-enabled website
Click to call can also be incorporated
Yahoo, Quattro, Weather Network are top networks

Bluetooth Facts
Bluetooth is the global short-range wireless standard
1.5 billion Bluetooth-powered devices worldwide
13 million new Bluetooth devices shipping weekly
80 percent of mobile phones come with Bluetooth
Consumer awareness of Bluetooth at all time high
Response rates are typically 5-10%
iphone will support 2-way bluetooth starting this summer with version 3 of their platform
Many blackberries do not support 2-way bluetooth… yet

How it works
System performs search for Bluetooth enabled-phones within Mobile Media Zone
Identifies phone unique MAC address
Sends a permission message to opt-in to receive content
Multimedia content such as video, images and applications is sent to mobile phone

Content Management
Content Management System (CMS) responsible for the scheduling & distribution of content
CMS tracks and records user activity
Stores and logs activity in a database
Provides activity reports

Mobile Trends that will impact consumer adoption:
New entrants coming
Price is dropping
93% penetration by 2012
All mobile phones will be smart phones by 2013

Questions? http://www.burningthebacon.com http://www.twitter.com/phryl

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Introduction to Mobile Marketing - for Marketers

by Phil Barrett on Apr 13, 2009

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Introduction to Mobile Marketing - for Marketers — Presentation Transcript