Making Ideas Move (2011)

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Presentation made to Cleveland area marketing professionals hosted at Greater Cleveland Partnership offices

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  • http://www.circle44mobile.com/wp-content/uploads/2011/02/Mobile-Web-Survey-February-2011.pdf
  • http://www.ctia.org/media/industry_info/index.cfm/AID/10323
  • http://www.slideshare.net/AustinWilliams/qr-aware
  • Making Ideas Move (2011)

    1. 1. Making Ideas <br />Move<br /> Making Ideas Move 03.29.2011<br />
    2. 2. Mobile Marketing is…<br />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 /> Making Ideas Move 03.29.2011<br />
    3. 3. The percentage of the US top 1000 brands that have a mobile-friendly website<br />Source: Circle44 Mobile<br />48%<br /> Making Ideas Move 03.29.2011<br />
    4. 4. Mobile Websites - Keep It Simple<br />Successful mobile websites are simple and focused<br /><ul><li>Limit content to mobile-focused information
    5. 5. Be mindful of scrolling
    6. 6. Include non-Flash alternative content
    7. 7. Consider platform specific integration</li></ul> Making Ideas Move 03.29.2011<br />
    8. 8. Start Small and Grow<br />Provide alternatives to non-mobile content<br />Create a mobile-friendly “view” for the site<br /><ul><li>Simplified Navigation
    9. 9. On-the-go content</li></ul>Platform Specific Presentation<br /><ul><li>Pages/Template Designs
    10. 10. Video/multimedia</li></ul> Making Ideas Move 03.29.2011<br />
    11. 11. ESPN<br />The ESPN mobile website delivers a tailored experience to visitors based on their individual phone. ESPN has at least four mobile versions of their website with different layouts and content.<br /> Making Ideas Move 03.29.2011<br />
    12. 12. St. Jude Medical Center<br />Navigating a hospital campus can be overwhelming. When a visitor is lost, the firs thing he turns to is his phone. Having a mobile-friendly website with maps, phone numbers and other key information delivers great customer service, on the go.<br /> Making Ideas Move 03.29.2011<br />
    13. 13. Number of apps in the Android Market. <br />(Up from 30K a year ago)<br />Source: Google<br />150,000<br /> Making Ideas Move 03.29.2011<br />
    14. 14. Apps - Many Platforms, Many Rules<br />Today there are many options for mobile apps . Matching your app platform to your customer base is a critical first step towards success.<br /> Making Ideas Move 03.29.2011<br />
    15. 15. Phones vs. Tablets<br />When it comes to apps, there are many devices to target. The size of the device and how your customers are using it should drive the type of app being built.<br /> Making Ideas Move 03.29.2011<br />
    16. 16. ????<br /> Making Ideas Move 03.29.2011<br />
    17. 17. Apps for B2C<br /><ul><li>News & Information
    18. 18. Games
    19. 19. Branded Utility Apps
    20. 20. Retail Interaction</li></ul> Making Ideas Move 03.29.2011<br />
    21. 21. Charmin<br />The Sit or Squat app has been sponsored by Charmin for several years. This app allows consumers to rate public restrooms and search for the best place to go, when you are on the go.<br /> Making Ideas Move 03.29.2011<br />
    22. 22. Chipotle<br />The app from Chipotle is a tremendous mix of functionality and design. App users can see the full menu, build and order their burrito or simply find the nearest restaurant.<br /> Making Ideas Move 03.29.2011<br />
    23. 23. Apps for B2B<br /><ul><li>Tradeshows
    24. 24. One-on-one sales/catalogs
    25. 25. Calculators/configurators.</li></ul> Making Ideas Move 03.29.2011<br />
    26. 26. Rockwell Automation<br />From training to sales, Rockwell has embraced the iPad and has developed a suite of apps for direct use by customers, apps enabling the sales team to share the Rockwell story and an app to streamline training to the sales force.<br /> Making Ideas Move 03.29.2011<br />
    27. 27. 187.87<br />billion<br />The number of text messages sent by Americans in 2010<br /> Making Ideas Move 03.29.2011<br />
    28. 28. Text Messaging<br />Short Codes enable direct response and two-way communication<br /><ul><li>Codes can be shared or unique company ID’s
    29. 29. Short code aggregators handle all phone carrier connections
    30. 30. Campaign response rates have been seen up to 30%</li></ul> Making Ideas Move 03.29.2011<br />
    31. 31. My Coke Rewards<br />Coca-Cola is leveraging SMS to deliver reminders and promotions for those participating in the My Coke Rewards program. Regular alerts keep Coke’s brand in front of consumers and can draw dormant users back into the program.<br /> Making Ideas Move 03.29.2011<br />
    32. 32. Redbox<br />Weekdays are slow movie rental days. To engage registered customers, Redbox offers a free DVD rental each week on their slowest day, Mondays. <br /> Making Ideas Move 03.29.2011<br />
    33. 33. The percentage of Americans who remember seeing a QR Code<br />Source: Austin & Williams<br />52%<br /> Making Ideas Move 03.29.2011<br />
    34. 34. The QR Code<br />QR codes were developed in the mid-90’s by Denso-Wave, a division of Toyota.<br /> Making Ideas Move 03.29.2011<br />
    35. 35. Code vs. Code<br />Today, there are many competing 2D barcode systems. While QR is quickly gaining in popularity, other companies continue to promote their own systems.<br />QR Code<br />ScanLife EZ Code<br />Microsoft Tag<br />DataMatrix<br /> Making Ideas Move 03.29.2011<br />
    36. 36. Why Use a QR Code?<br />QR Codes are:<br /><ul><li>Easy to implement
    37. 37. Simplify consumers engagement
    38. 38. Give a high-tech feel to publications
    39. 39. Free</li></ul> Making Ideas Move 03.29.2011<br />
    40. 40. Downtown Cleveland Alliance<br />QR codes in ads and billboards give visitors and residents mobile access to news, offers and connections—so they can get moving .<br /> Making Ideas Move 03.29.2011<br />
    41. 41. The Cleveland Auto Show<br />At the 2011 Cleveland Auto Show, many exhibitors used QR codes to engage consumers. These included:<br /><ul><li>Pro Football Hall of Fame
    42. 42. Chevrolet
    43. 43. Subaru</li></ul> Making Ideas Move 03.29.2011<br />
    44. 44. DigiKnow<br />We began including barcodes on our business cards over a year ago. Our cards deliver visitors to a mobile-friendly website where a vCard with our contact information can be downloaded.<br /> Making Ideas Move 03.29.2011<br />
    45. 45. What’s Next?<br />Other technologies, such as the emerging NFC chips (Near Field Communications), will continue to change how we connect and interact through mobile.<br /> Making Ideas Move 03.29.2011<br />
    46. 46. Questions?<br /> Making Ideas Move 03.29.2011<br />
    47. 47. For more information, contact:<br />Scott Chapin<br />Analytics and Mobile Strategist<br />DigiKnow<br />Cleveland & Buenos Aires<br />schapin@digiknow.com<br />216 325 1981<br /> Making Ideas Move 03.29.2011<br />

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