Mobile Marketing - How to Effectively Communicate Your Message to a Mobile Audience

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You can’t go anywhere without noticing someone on an iPhone, iPad, Blackberry or some other mobile device. The mobile market continues to grow as technology improves, providing organizations with even …

You can’t go anywhere without noticing someone on an iPhone, iPad, Blackberry or some other mobile device. The mobile market continues to grow as technology improves, providing organizations with even greater opportunities to communicate with their audiences in an interactive manner. This presentation explored the strategic ways that organizations can capture first-mover advantage and increase their engagement with mobile customers.

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  • The Mobile Marketing Association updated their working definition in November of last year.

Transcript

  • 1. Mobile Marketing: How to Effectively Communicate Your Message to a Mobile Audience #prnedu
  • 2. Moderator: Victoria Harres-Akers Director, Audience Development PR Newswire Panelists: Bryce Marshall Director Strategic Services Knotice, Ltd Gowri Shankar President and CEO SinglePoint #prnedu
  • 3. Copyright 2007 Knotice, Ltd. All Rights Reserved 3 Keys To A Mobile Marketing Strategy Bryce Marshall Director Strategic Services Knotice Copyright © 2010 Knotice, Ltd. All Rights Reserved
  • 4. Copyright 2007 Knotice, Ltd. All Rights Reserved Today in the US… • There are 270+ million mobile devices • Held by 240+ million individuals • Which represents 90% of all consumers age 18 and above • Most of whom carry the device on, and on their person, at all times Copyright © 2010 Knotice, Ltd. All Rights Reserved
  • 5. Copyright 2007 Knotice, Ltd. All Rights Reserved Definition of “Mobile Marketing” • Mobile Marketing Association (November 17, 2009) “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.” Copyright © 2010 Knotice, Ltd. All Rights Reserved
  • 6. Copyright 2007 Knotice, Ltd. All Rights Reserved Foundational Mobile Strategy • Extending your diverse brand experiences to consumers on the mobile devices they have already adopted as part of their daily lives • Spanning marketing communications, customer acquisition and lead gen, loyalty and retention, customer service and support, brand awareness and engagement • Offline and Online • Active and Passive Copyright © 2010 Knotice, Ltd. All Rights Reserved
  • 7. Copyright 2007 Knotice, Ltd. All Rights Reserved “Mobileness” On-demand Recommend, refe info & r & network services Customer care Buy online & support or in-store Copyright © 2010 Knotice, Ltd. All Rights Reserved
  • 8. Copyright 2007 Knotice, Ltd. All Rights Reserved Mobile’s Key Channels • SMS (text messaging) • Mobile web • Mobile advertising • Mobile apps • Social media • Location-based • Email Copyright © 2010 Knotice, Ltd. All Rights Reserved
  • 9. Copyright 2007 Knotice, Ltd. All Rights Reserved Three Keys SMS Mobile Web Email Copyright © 2010 Knotice, Ltd. All Rights Reserved
  • 10. Copyright 2007 Knotice, Ltd. All Rights Reserved Why SMS? • Audience • Convenience • Permission marketing Copyright © 2010 Knotice, Ltd. All Rights Reserved
  • 11. Copyright 2007 Knotice, Ltd. All Rights Reserved Why Is SMS Key? Copyright © 2010 Knotice, Ltd. All Rights Reserved
  • 12. Copyright 2007 Knotice, Ltd. All Rights Reserved SMS Supports Diverse Functions Customer Service and Acquisition and Promotion Brand Experience • Special offers driving • Reminders, alerts and consumers to a store, a call, or notifications – shipping, the web delivery, appointments • Coupons for in-store or online • On-demand content such as redemption balance or status inquiries • Simple transactions • Locations and directions • Updates on special events, • Polling, voting, feedback and grand openings or new products dialog Copyright © 2010 Knotice, Ltd. All Rights Reserved
  • 13. Copyright 2007 Knotice, Ltd. All Rights Reserved Why Mobile Web? • Flexibility • Efficiency • Intuitiveness • Inevitability Copyright © 2010 Knotice, Ltd. All Rights Reserved
  • 14. Copyright 2007 Knotice, Ltd. All Rights Reserved Copyright © 2010 Knotice, Ltd. All Rights Reserved
  • 15. “Internet Trends” by Morgan Stanley Global Technology ResearchKnotice, Ltd. All Rights Reserved Copyright 2007 4/12/10 Copyright © 2010 Knotice, Ltd. All Rights Reserved
  • 16. “Internet Trends” by Morgan Stanley Global Technology ResearchKnotice, Ltd. All Rights Reserved Copyright 2007 4/12/10 Copyright © 2010 Knotice, Ltd. All Rights Reserved
  • 17. Copyright 2007 Knotice, Ltd. All Rights Reserved Mobile Web Users Are Different Mobile Web Wired Web • Goals are to complete smaller • Goals range from quick tasks tasks quickly to intensive projects • Users are not seeking all the • Users are seeking the right info, only the right info info, with easy access to all info • Prefer off-line buying • On-line buying is ubiquitous • Traditional wired web “value • Expectations for rich media adds” don’t necessarily apply and deeper engagement Urgent Now | Repetitive Now | Bored Now Copyright © 2010 Knotice, Ltd. All Rights Reserved
  • 18. Copyright 2007 Knotice, Ltd. All Rights Reserved Why Email? • Audience • Channel convergence • Blackberry effect Copyright © 2010 Knotice, Ltd. All Rights Reserved
  • 19. Copyright 2007 Knotice, Ltd. All Rights Reserved Email Is a Core “Mobile” Feature • As a ratio of time spent on mobile web • As a ratio of all email activity Copyright © 2010 Knotice, Ltd. All Rights Reserved
  • 20. Copyright 2007 Knotice, Ltd. All Rights Reserved Takeaways 1. Mobile marketing strategy is not rocket science 2. Today you are playing catch-up to the consumer 3. Don’t let history repeat itself 4. The mobile web is the key to everything Copyright © 2010 Knotice, Ltd. All Rights Reserved
  • 21. Copyright 2007 Knotice, Ltd. All Rights Reserved Thanks! Bryce Marshall Director Strategic Services Office 330-922-0855 x110 Mobile 330-573-3171 Email bmarshall@knotice.com Twitter @bryce_marshall Blog lunchpail.knotice.com Copyright © 2010 Knotice, Ltd. All Rights Reserved
  • 22. SMS Advertising Engage the Consumer
  • 23. SinglePoint Company . • U.S.: HQ in Bellevue (Seattle), WA – Sales offices in New York and Los Angeles  India: Hyderabad, Andhra Pradesh  Venture backed: $45 million to date • 1996: SinglePoint founded (Wireless Services Corp) as a leading messaging VAS provider • 1997 – 2009: SMS and WAP messaging platform provider for Nextel (Sprint) • 2006: Acquisition of Mobile Media N.A. Company rebranded SinglePoint • 2007: Messaging for top Media campaigns: American Idol, Deal or No Deal, Olympics (Beijing & Vancouver) , Obama for President Campaign, The Oscars, Kentucky Derby • 2010: Sold aggregation business to Ericsson; Purchased M2Junction in India Key Metrics • Publishers: 25+ million messages per month. 10 million unique users. • Advertisers: 75+ million ads served on behalf of Visa, Coke, Microsoft Bing, BMW, BlackBerry, Toyota, Audi, US Navy, Infiniti, Continental Airlines • Media: Dominate broadcast media in US (NBCU, MTV, Disney, ABC, CBS, etc.) Venture Partners: • Ignition Partners, Rally Capital, Madrona Venture Group, SeaPoint Ventures, Northwest Venture Associates, Intel Capital Fund © 2009 - Proprietary and Confidential Information of SinglePoint. Security Level Classification - Sensitive 23
  • 24. SMS Advertising SMS (text messaging) promotes consumer SMS drives users to rich acquisition channels that offer limited reach engagement by connecting targeted audiences with richer brand experiences. • SMS is ubiquitous: 98% U.S. penetration • SMS is immediate: More than 90% of recipients view texts in < 5 minutes SMS advertising delivers: • Reach – SMS outpaces mobile web penetration by 3:1 and apps by 5:1 • Targeting – Demographic (age, income, gender, ethnicity) or genre segmentation • Measurability – Track effective CPM and conversions via click through rates • Engagement – Users are opted in; ads are tied to a credible source, not spam; messages are pushed to users © 2009 - Proprietary and Confidential Information of SinglePoint. Security Level Classification - Sensitive 24
  • 25. SinglePoint - Ecosystem $1.00 40% = $0.40 60% = $0.60 Engage and Monetize Publishers y API SMS Operator (HTTP – SMPP) MMS WAP SMS Operator MMS WAP © 2009 - Proprietary and Confidential Information of SinglePoint. Security Level Classification - Sensitive
  • 26. Inventory Categorization Gender Publishers – provide demographic data 60 across four major categories: Gender, Age, 40 Female Income, Ethnicity. Additional attributes 20 Male can be defined through notation and 0 Female Male naming conventions. Age 25% Advertisers – search, reserve and 20% 0-12 purchase available inventory based on 13-17 15% specific need. 18-24 10% 25-34 35-44 [Data points can be customized based on specific 5% 45-54 market segmentation (e.g. currency: $, £, €, etc)] 0% 55-64 65+ 0-12 13-17 18-24 25-34 35-44 45-54 55-64 65+ Ethnicity Income 60 30% 50 Caucasian 25% 40 20% $0-24k 30 Black 15% $25-34k 20 10% Asian $35-49k 10 5% 0 Hispanic 0% $50-74k $75-99k Other $100k+ © 2009 - Proprietary and Confidential Information of SinglePoint. Security Level Classification - Sensitive 26
  • 27. Case Study (Click to Mobile Web) • Brand: Coke • Campaign: Coca-Cola 6-Pack of Athletes • Program: Vancouver Olympics • Goal: Broaden sponsorship to interactive channels • Results: 1 mm impressions, 8% CTR 1. User receives text message from trusted publisher 2. User clicks link to connect to mobile site © 2009 - Proprietary and Confidential Information of SinglePoint. Security Level Classification - Sensitive 27
  • 28. Case Study (Keyword Reply / Click to Call) • Brand: State Farm • Campaign: State Farm mobile • Program: Wide buy across all segments • Goal: Client acquisition • Results: 5 mm impressions, .8% CTR (wide); 2.2% in more targeted placements 1. User receives text message from trusted publisher 2. User replies 3. User clicks STATEFARM to the phone the original number to be message connected to a live operator © 2009 - Proprietary and Confidential Information of SinglePoint. Security Level Classification - Sensitive 28
  • 29. Thank you! Contact: Gowri Shankar President and CEO, SinglePoint gshankar@singlepoint.com © 2009 - Proprietary and Confidential Information of SinglePoint. Security Level Classification - Sensitive 29
  • 30. Thank You For Attending! Victoria.Harres@prnewswire.com www.prnewswire.com 1-888-776-0942 @prnewswire @prnevents #prnedu