Making Ideas Move

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Presentation given to the Cleveland State University marketing department on August 6th, 2009.

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Making Ideas Move

  1. 1. Making Ideas Move<br />Presented by Scott Chapin<br />
  2. 2. What is Mobile Marketing?<br />‹#›<br />
  3. 3. Mobile Marketing is marketing and communications to customers or constituents on portable devices wherever they may be.<br />Mobile marketing is not about what…<br />it’s about where.<br />3<br />
  4. 4. US Snapshot<br />270 million cell phone subscribers ∏<br />110.4 billion text messages (SMS) per month∏<br />Smartphone usages is over 25%Ω<br />19% of Americans said they accessed the internet on their mobile yesterday§<br />∏ - CTIA<br />Ω - eMarketer<br />§ - Pew Internet<br />4<br />
  5. 5. What is Mobile Marketing?<br />Mobile Web<br />Text Messages / SMS<br />Mobile Applications<br />Mobile Advertising<br />5<br />
  6. 6. Today’s Mobile Market<br />
  7. 7. Mobile Internet<br />July 2009<br />7<br />
  8. 8. Mobile Internet – By Race<br />July 2009<br />8<br />
  9. 9. Mobile Phone Usage<br />July 2009<br />9<br />
  10. 10. Mobile Phone Usage – by Age<br />July 2009<br />10<br />
  11. 11. Mobile Internet Projected Growth<br />June 2009<br />11<br />
  12. 12. Mobile Internet – by Manufacturer<br />June 2009<br />12<br />
  13. 13. Apple’s Consumer Market Dominance<br />June 2009<br />13<br />
  14. 14. Mobile Websites<br />
  15. 15. Keep It Simple<br />Successful mobile websites are simple and focused<br />Limit content to mobile-focused information<br />Be mindful of scrolling<br />Include non-Flash alternative content<br />Consider platform specific integration<br />15<br />
  16. 16. Start Small and Grow<br />Provide alternatives to non-mobile content<br />Create a mobile-friendly “view” for the site<br />Simplified Navigation<br />On-the-go content<br />Platform Specific Presentation<br />Pages/Template Designs<br />Video/multimedia<br />16<br />
  17. 17. University<br />17<br />Examples of mobile-targeted websites<br />University of Wisconsin<br />University of Illinois<br />
  18. 18. ESPN<br />18<br />Examples of multi-platform mobile websites<br />Generic Smartphone<br />Apple iPhone<br />JavaScript-enabled Smartphone<br />iPhone Only Content<br />
  19. 19. Cedar Point<br />19<br />Examples of multi-platform mobile websites<br />Standard Mobile Phone<br />Apple iPhone<br />
  20. 20. Cleveland State University<br />20<br />Standard Mobile Phone<br />Apple iPhone<br />Blackberry Storm<br />
  21. 21. Mobile Applications<br />
  22. 22. Many Platforms, Many Rules<br />22<br />
  23. 23. Games<br />23<br />
  24. 24. News & Information<br />24<br />
  25. 25. University<br />25<br />Stanford University<br />
  26. 26. Other Apps<br />26<br />MasterCard Priceless Picks<br />McCormick RecipeFinder<br />
  27. 27. Augmented Reality<br />27<br />(Click Image to view video)<br />
  28. 28. Text Messaging<br />
  29. 29. SMS Overview<br />Short Codes enable direct response and two-way communication<br />Codes can be shared or unique company ID’s<br />Short code aggregators handle all phone carrier connections<br />Campaign response rates have been seen up to 30%<br />29<br />
  30. 30. My Coke Rewards<br />30<br />Pizza & a Coke 4 dinner? Enter Papa Johns instant win @ mcr.com. Win a med pizza & 2 20oz Coke. 3 pts 2 enter. No purnec. Stop2end<br />You could win a $250 Gift Card instantly. For info, click http://wap.mycokerewards.com/visa - only 3 pts 2 enter. No purnec. Stop2end<br />
  31. 31. Other SMS Campaigns<br />31<br />IKEA Mobile member-only savings offers 4 August now available! Text MEMBER to 62345 for your discount code & preview the offers at www.IKEA-USA.com/Seattle<br />Redbox free MONDAY rental. CHECK OUT WITH COUPON CODE 27HZ4KT. Expires at midnight CST, 8/3/09. Fwd to friends. Call 866.733.2693 for help.<br />Arby&apos;s: Show this text and get a FREE Roast Chicken Club Sandwich with any fry + drink purchase! Limit 1. Expires 08-06-09. Particip8ing stores only<br />
  32. 32. Mobile Advertising<br />
  33. 33. Advertising Formats<br />Banner Ads<br />Pre-roll Video<br />App Sponsorship<br />Mobile Search<br />33<br />
  34. 34. 34<br />
  35. 35. Other Considerations<br />
  36. 36. Podcasting<br />36<br />
  37. 37. Mobile Email<br />Mobile email is not 100% HTML compatible<br />iPhone is best, Blackberry is improving<br />Frequent testing is a best practice<br />37<br />
  38. 38. Questions?<br />38<br />
  39. 39. For more information about mobile marketing, <br />please contact:<br />39<br />Scott Chapin<br />Director of Consulting Services<br />216-325-1981<br />schapin@digiknow.com<br />
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