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

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

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

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

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

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

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

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

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

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

# 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

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

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

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

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

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

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!

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

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

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

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

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

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

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