Primped Web Seminar Kelly Ajai Mobile Marketing

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  • 250 entries
  • Spend approximately $55 per week on high volume, high margin categoriesSpend $50 - $100 per month on their mobile phone Time poor multi taskersRequire instant gratification Tech savvy Always on the go
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  • Primped Web Seminar Kelly Ajai Mobile Marketing

    1. 1. Overview • Intro to who we are and what we do.... • The value of mobile marketing • Case studies • Key tips for planning mobile marketing strategy
    2. 2. A Mobile Marketing Agency We make BIG ideas work on little screens We embrace tomorrows technology today Technology meets strategy meets creative
    3. 3. “Create engagement & build relationships”
    4. 4. • Brand recall extremely high - with survey results as high as 51%, with 96% remembering the call-to-action • Acquisition costs are much cheaper than other mediums 30c - $1.00 • Results are instantly traceable • Makes other mediums more accountable
    5. 5. • 10% of women have used their phone to check their make up (via their camera) • Women over 30 are the 2nd highest users of mobile games (brainteasers) • Highest accessed mobile content by both male and females is the weather • 56% of mobile web users are male and 44% are female
    6. 6. MOBILE MARKETING IN ACTION
    7. 7. Smirnoff secret party • A secret party targeting 18 – 30 yr olds • SMS to win competition to drive a database • Mobile treasure hunt around the city to find tickets • GPS tracking system.... • Mobile website • Banner advertising (3.6% CTR from Bigpond)
    8. 8. In-store competition aimed at 40 + females. Online and sms entry over 200,000 entries. 25 % opt-in rate for mobile communications Coupon offer had a 19% uptake with a 10% increase in sales.
    9. 9. Cover girl mobile marketing strategy 1) Strong mobile site 2) A mobile CRM program 3) Text-to-sample program 4) Integration with other marketing activities
    10. 10. Mobile site 1) 1-2% CTR from banner advertising 2) Video tips section 3) Color match section 4) Join the CG VIP mobile club
    11. 11. Cover Girl VIP Club 1) Text 3 times per month 2) Offers 3) Tips and tricks 4) New product launches 5) Samples
    12. 12. Text for Sample - In print CTA - Samples were gone within hrs - Seeded throughout twitter and “free stuff” websites
    13. 13. Integration with marketing plan • Strong CTA on all print • Input your mobile number on the website • Leverage relationship with Americas next top model using an sms to win comp – TVC – Print – Online – Mobile website (simple text to enter)
    14. 14. Key tips for planning a mobile strategy • Get consumers to opt-in for mobile via your site and at events etc • Ensure you have a “continue the conversation plan” • Understand your consumers mobile habits • Consider how to get people to a mobile site before you develop the site
    15. 15. “Mobile is no longer innovation” Lara Green, Digital Marketing Manager, CoverGirl and Max Factor (P&G)

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