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Making Ideas Move
 

Making Ideas Move

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

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

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    Making Ideas Move Making Ideas Move Presentation Transcript

    • Making Ideas Move
      Presented by Scott Chapin
    • What is Mobile Marketing?
      ‹#›
    • Mobile Marketing is marketing and communications to customers or constituents on portable devices wherever they may be.
      Mobile marketing is not about what…
      it’s about where.
      3
    • US Snapshot
      270 million cell phone subscribers ∏
      110.4 billion text messages (SMS) per month∏
      Smartphone usages is over 25%Ω
      19% of Americans said they accessed the internet on their mobile yesterday§
      ∏ - CTIA
      Ω - eMarketer
      § - Pew Internet
      4
    • What is Mobile Marketing?
      Mobile Web
      Text Messages / SMS
      Mobile Applications
      Mobile Advertising
      5
    • Today’s Mobile Market
    • Mobile Internet
      July 2009
      7
    • Mobile Internet – By Race
      July 2009
      8
    • Mobile Phone Usage
      July 2009
      9
    • Mobile Phone Usage – by Age
      July 2009
      10
    • Mobile Internet Projected Growth
      June 2009
      11
    • Mobile Internet – by Manufacturer
      June 2009
      12
    • Apple’s Consumer Market Dominance
      June 2009
      13
    • Mobile Websites
    • Keep It Simple
      Successful mobile websites are simple and focused
      Limit content to mobile-focused information
      Be mindful of scrolling
      Include non-Flash alternative content
      Consider platform specific integration
      15
    • Start Small and Grow
      Provide alternatives to non-mobile content
      Create a mobile-friendly “view” for the site
      Simplified Navigation
      On-the-go content
      Platform Specific Presentation
      Pages/Template Designs
      Video/multimedia
      16
    • University
      17
      Examples of mobile-targeted websites
      University of Wisconsin
      University of Illinois
    • ESPN
      18
      Examples of multi-platform mobile websites
      Generic Smartphone
      Apple iPhone
      JavaScript-enabled Smartphone
      iPhone Only Content
    • Cedar Point
      19
      Examples of multi-platform mobile websites
      Standard Mobile Phone
      Apple iPhone
    • Cleveland State University
      20
      Standard Mobile Phone
      Apple iPhone
      Blackberry Storm
    • Mobile Applications
    • Many Platforms, Many Rules
      22
    • Games
      23
    • News & Information
      24
    • University
      25
      Stanford University
    • Other Apps
      26
      MasterCard Priceless Picks
      McCormick RecipeFinder
    • Augmented Reality
      27
      (Click Image to view video)
    • Text Messaging
    • SMS Overview
      Short Codes enable direct response and two-way communication
      Codes can be shared or unique company ID’s
      Short code aggregators handle all phone carrier connections
      Campaign response rates have been seen up to 30%
      29
    • My Coke Rewards
      30
      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
      You could win a $250 Gift Card instantly. For info, click http://wap.mycokerewards.com/visa - only 3 pts 2 enter. No purnec. Stop2end
    • Other SMS Campaigns
      31
      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
      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.
      Arby'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
    • Mobile Advertising
    • Advertising Formats
      Banner Ads
      Pre-roll Video
      App Sponsorship
      Mobile Search
      33
    • 34
    • Other Considerations
    • Podcasting
      36
    • Mobile Email
      Mobile email is not 100% HTML compatible
      iPhone is best, Blackberry is improving
      Frequent testing is a best practice
      37
    • Questions?
      38
    • For more information about mobile marketing,
      please contact:
      39
      Scott Chapin
      Director of Consulting Services
      216-325-1981
      schapin@digiknow.com