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"Mobile Marketing to the Hispanic Demograpic," Ana Arredondo
"Mobile Marketing to the Hispanic Demograpic," Ana Arredondo
"Mobile Marketing to the Hispanic Demograpic," Ana Arredondo
"Mobile Marketing to the Hispanic Demograpic," Ana Arredondo
"Mobile Marketing to the Hispanic Demograpic," Ana Arredondo
"Mobile Marketing to the Hispanic Demograpic," Ana Arredondo
"Mobile Marketing to the Hispanic Demograpic," Ana Arredondo
"Mobile Marketing to the Hispanic Demograpic," Ana Arredondo
"Mobile Marketing to the Hispanic Demograpic," Ana Arredondo
"Mobile Marketing to the Hispanic Demograpic," Ana Arredondo
"Mobile Marketing to the Hispanic Demograpic," Ana Arredondo
"Mobile Marketing to the Hispanic Demograpic," Ana Arredondo
"Mobile Marketing to the Hispanic Demograpic," Ana Arredondo
"Mobile Marketing to the Hispanic Demograpic," Ana Arredondo
"Mobile Marketing to the Hispanic Demograpic," Ana Arredondo
"Mobile Marketing to the Hispanic Demograpic," Ana Arredondo
"Mobile Marketing to the Hispanic Demograpic," Ana Arredondo
"Mobile Marketing to the Hispanic Demograpic," Ana Arredondo
"Mobile Marketing to the Hispanic Demograpic," Ana Arredondo
"Mobile Marketing to the Hispanic Demograpic," Ana Arredondo
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"Mobile Marketing to the Hispanic Demograpic," Ana Arredondo

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"Mobile Marketing to the Hispanic Demograpic," Ana Arredondo

"Mobile Marketing to the Hispanic Demograpic," Ana Arredondo

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  • 07/26/09
  • Transcript

    • 1. MoMo Chicago Mobile Marketing Presented by Ana Arredondo
    • 2. Mobile Marketing Hints <ul><li>“ Mobile Advertising will increase at least 36% in 2009 & 2010” by Magna” </li></ul><ul><li>“ Latinos have an inherent curiosity and an ability to be open to new things; that contributes to the high adoption rate of technology” Isaac Mizrahi, Sprint’s director of multicultural marketing </li></ul><ul><li>The largest mobile marketing push by text in 2008 with more than 2.9 million text messages was Biden’s announcement on The Obama Campaign </li></ul>
    • 3. <ul><li>Tier1 Aggregator – Message Routing & Short Code Management </li></ul><ul><li>Application Provider – SMS, MMS, IVR, WAP, etc protocols </li></ul><ul><li>Mobile Marketing Agency – Program Creative, Reporting & </li></ul><ul><li>Measurement </li></ul>Industry Players
    • 4. Mobile Opportunities <ul><ul><li>Sponsorships </li></ul></ul><ul><ul><ul><li>- Transform the event experience </li></ul></ul></ul><ul><ul><ul><li>- Create buzz and excitement around the brand </li></ul></ul></ul><ul><ul><ul><li>- Drive people to the website and store </li></ul></ul></ul><ul><ul><ul><li>- Measure the effectiveness of the event </li></ul></ul></ul><ul><ul><li>Marketing Platforms </li></ul></ul><ul><ul><ul><li>- Increase the effectiveness in your marketing platforms </li></ul></ul></ul><ul><ul><ul><li>- Awareness of the activities that you have and the brand </li></ul></ul></ul><ul><ul><li>Media Integration </li></ul></ul><ul><ul><ul><li>- Make your media work harder for you </li></ul></ul></ul><ul><ul><li>Field Marketing </li></ul></ul><ul><ul><ul><li>Promotions </li></ul></ul></ul><ul><ul><ul><ul><li>- Drive sales </li></ul></ul></ul></ul><ul><ul><ul><ul><li>- Extend the dialogue with the customer </li></ul></ul></ul></ul><ul><ul><ul><li>In-Store </li></ul></ul></ul><ul><ul><ul><ul><li>- Drive traffic to the stores </li></ul></ul></ul></ul><ul><ul><ul><ul><li>- Decrease the number of customer complains </li></ul></ul></ul></ul><ul><ul><ul><ul><li>- Improve communication with employees </li></ul></ul></ul></ul>
    • 5. Tactics To Match Your Strategy <ul><ul><li>Sponsorships </li></ul></ul><ul><ul><ul><li>Text&Pix-2-Screen </li></ul></ul></ul><ul><ul><ul><li>Text-2-Win </li></ul></ul></ul><ul><ul><ul><li>Shuffle Game </li></ul></ul></ul><ul><ul><ul><li>Speed Text </li></ul></ul></ul><ul><ul><li>Marketing Platforms </li></ul></ul><ul><ul><ul><li>Text Trivia </li></ul></ul></ul><ul><ul><ul><li>Text-2-Win </li></ul></ul></ul><ul><ul><ul><li>Pix-2-Web </li></ul></ul></ul><ul><ul><ul><li>Call to action integrated </li></ul></ul></ul><ul><ul><li>Media Integration </li></ul></ul><ul><ul><ul><li>Text 4 Coupon </li></ul></ul></ul><ul><ul><ul><li>Text 4 offer / Alerts </li></ul></ul></ul><ul><ul><li>Field Marketing </li></ul></ul><ul><ul><ul><li>In-store POP activation contest </li></ul></ul></ul><ul><ul><ul><li>Activation tracking and employee contests </li></ul></ul></ul><ul><ul><ul><li>Text-2-Win </li></ul></ul></ul><ul><ul><ul><li>Alerts – Drive traffic to the store </li></ul></ul></ul>
    • 6. Consumer Metrics – Total Active Subscribership In The U.S. Carriers Implement Interoperability Source: CTIA Semi-Annual Wireless Survey WIRELESS 2009-Vegas
    • 7. Traffic Measures Six-Month MMS Traffic In The U.S. Source: CTIA Semi-Annual Wireless Survey WIRELESS 2009-Vegas
    • 8. Traffic Measures Six-Month SMS/Text Traffic In The U.S. Source: CTIA Semi-Annual Wireless Survey WIRELESS 2009-Vegas
    • 9. Annual Messaging Revenues In The U.S . Source: CTIA Semi-Annual Wireless Survey WIRELESS 2009-Vegas
    • 10. Multicultural Consumers Lead Mobile Interaction In The U.S. Source: Telephia Customer Value Metrics – Q1 2007 National 66% 59% 59% 59% 59% 60% 65% 66% 70% 36% 46% 62% 72% 82% 89% 79% 61% 74% 69% 76% 60% 67% 70% Business Personal White African Am Asian Hispanic 0 to 12 yrs 13 to 17 yrs 18 to 24 yrs* 25 to 34 yrs 35 to 44 yrs 45 to 54 yrs 55 to 64 yrs 65+ yrs <$25K $25K - $35K $35K - $49K $50K - $74K $75K - $99K $100K - $124K $125K - $149K $150K - $199K >= $200K
    • 11. The Hispanic Segment Is One Of The Most Active In Mobile Marketing <ul><li>Buy more content </li></ul><ul><li>Better response in SMS promotions </li></ul><ul><li>(contests, coupons and discounts) </li></ul><ul><li>Higher browser web search with </li></ul><ul><li>their cell phones </li></ul>
    • 12. <ul><li>Think of mobile marketing as a strategy, not than just a tactic </li></ul><ul><li>Every program needs to be an opt-in </li></ul><ul><li>The key to success is integrating with other traditional and digital media elements (TV, radio, on pack, etc.) </li></ul>Best Practices
    • 13. <ul><li>257 Million in the United States </li></ul><ul><li>More than </li></ul><ul><li> </li></ul><ul><li> are the new computers </li></ul><ul><li>Your can track everything with a mobile phone </li></ul><ul><li>Young people text 4 times more than they place calls </li></ul>Why Mobile Marketing?
    • 14. <ul><li>Integrated into social and </li></ul><ul><li>cultural life 20+ years ago </li></ul><ul><li>Larger user base </li></ul><ul><li>More support from key </li></ul><ul><li>operators and industry </li></ul><ul><li>players </li></ul><ul><li>Less computers </li></ul>Why Is U.S. Less Developed Than Asia Or Europe? http:// www.youtube.com/watch?v =4C84FLwm3DA
    • 15. 4 Billion Mobile Subscribers Around The World By 2011 <ul><li>“ The mobile phone will continue to dominate interpersonal communications” Portio Research </li></ul><ul><li>Africa held the highest growth rate </li></ul><ul><li>China and India are the two largest markets with 1+ Billion subscribers </li></ul>
    • 16. Mobile Marketing Around the World 93%+ 5.8+ Finland 73% 58+ 1 of the largest markets France 114%+ 6.2+ Denmark 127%+ 13.3+ Czech Rep. 50%+ Aprox. 1 billion China and India 50%+ 14.6+ Canada 102%+ 10.9+ Belgium 119%+ 17.8+ Austria 100%+ 23.7+ Australia Penetration Mobile Subscribers Millions Country
    • 17. Mobile Marketing Around the World 70.5% 77+ Mexico 90.7% 44.5+ Advanced mobile Mkt Korea 87.82% 112+ More tech. advanced Japan 146.1% 87.3+ 2 nd largest market in Europe Italy 121.5% 5.2+ Ireland 111.8% 11.2+ Hungary 138.3% 15.4+ Greece 123.1%+ 101.22+ Largest Mkt in Europe Germany Penetration Mobile Subscribers Millions Country
    • 18. Mobile Marketing Around the World 110.8% 10.2+ Sweden 104.2% 9.9+ Switzerland 121.9% 74.3+ UK Penetration Mobile Subscribers Millions Country 115% 52.5+ Spain 101.9% 5.4+ Slovakia 131% 190+ Russian Federation 134.8% 14+ Portugal 115.5% 44+ Largest Mkt in Eastern Europe Poland 111% 5.2+ Norway 111.6% 18.3+ Netherlands
    • 19. Questions
    • 20. THX U!

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