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How mobile Marketing can increase your                  sales and profits                                  01/02/11 – Puer...
2"NOTICE: Proprietary and Confidential
3"NOTICE: Proprietary and Confidential
http://www.youtube.com/watch?v=Ytt0cXKi-NM                                               4"NOTICE: Proprietary and Confide...
5"NOTICE: Proprietary and Confidential
Salomon Dayan:       Email: sdayan@lih.com       Twitter : http://twitter.com/sedayanr       LinkedIn: http://do.linkedin....
#LopitoWorkshop                                        7"NOTICE: Proprietary and Confidential
"NOTICE: Proprietary and Confidential   All the content of this document (text, figures, lists, financial information, gra...
Main Objective             Outline available mobile            technologies so clear the              path for your mobile...
Today’s Discussion    • Why Mobile?    • Value Chain & Context    • Mobile Marketing Funnel                               ...
11"NOTICE: Proprietary and Confidential
http://prezi.com/etk7c6mz8t5e/smarphone-trends-2011/                                                         12"NOTICE: Pr...
13"NOTICE: Proprietary and Confidential
Wireless Line Growth                                                                                            Wireless  ...
Type of Device                 Regular Phone              Smartphone                     Doesn’t Know / Not               ...
Browse Mobile Internet                                 No                                      Si                         ...
Media cannot live without    From the following, which cannot you live without?      Mobile        Internet          iPod ...
Generic Value Chain                                        Source: Chetan Sharma 2006   18"NOTICE: Proprietary and Confide...
Generic Value Chain                                        Source: Chetan Sharma 2006   19"NOTICE: Proprietary and Confide...
Basic Mobile Marketing Types     Connect                             Messagin      Real                                   ...
What QR Codes are                                           21"NOTICE: Proprietary and Confidential
QR Codes      QR codes, or quick       response codes,      are two-dimensional           barcodes          QR code can be...
QR Capabilities   • Offline:         Make Call         Automatic info to a         SMS   • Online:         Go to site     ...
Examples                                                   24"NOTICE: Proprietary and Confidential
AT&T Parranda Commercial has               more than 15,000 video views   25"NOTICE: Proprietary and Confidential
Take into consideration        Consider that consumer must have a           Scanning App in their phones            Know w...
Augmented Reality                                            27"NOTICE: Proprietary and Confidential
Technology now available for                             consumers                                                    28"N...
Augmented Reality      Super-imposing of     computer generated      content over a live       view of the world.        W...
Take into consideration        All this initiatives need that Consumers have an                             Scanning App  ...
31"NOTICE: Proprietary and Confidential
Text Messages                                                 32"NOTICE: Proprietary and Confidential
SMS/MMS Club                                                       33"NOTICE: Proprietary and Confidential
SMS/MMS Club  Send Keyword to  Short Code  123456                                                       34"NOTICE: Proprie...
SMS/MMS Club   When subscribed   customers get   targeted Messages                                                       R...
SMS/MMS Club                                            Festival de Belleza en                                            ...
Take into consideration                     Who are my Consumers      SMS campaigns gatherLate Adopters?        Are they T...
Apps & Web                                                     38"NOTICE: Proprietary and Confidential
Native App                   Web App                                                  39"NOTICE: Proprietary and Confident...
App fragmentation                                        Source: E-Marketer Webinar – Feb 2011   40"NOTICE: Proprietary an...
Native Vs. Web                                                Native App        Web App                                   ...
Take into consideration     Users do not want to be overloaded by     content. They want what they want, when        they ...
Take into consideration             Mobile          Responsive         Design allows us        to adapt with ease        M...
Location Based-Services &      Near Field Communications                                        44"NOTICE: Proprietary and...
Location Based-Services        Location-Based      Service (LBS) is an        information or        entertainment      ser...
Location Based-Services         Local targeting     through geolocation      gives merchants the       tools they need to ...
Types of LBS        Created and generated direct by the                                           brand                   ...
3rd Party LBS      2 platforms currently      dominate the space:         Foursquare and             Gowalla      Although...
3rd Party LBS                                                              49"NOTICE: Proprietary and Confidential  Source...
Take into consideration      Incentivize your most loyal brand                 advocates              Create rewards and  ...
Near Field Communication                                                 51"NOTICE: Proprietary and Confidential
Mobile Ads                                                     52"NOTICE: Proprietary and Confidential
Mobile Display Ads         Sold on Cost Per         Click (CPC), Cost          Per Impression               (CPM)      Pla...
Banner +                Video   Custom Ads   App Integration                                                              ...
Shine on                                        iPad with                                         banner                  ...
Full ad                                        canvas with                                          multiple              ...
Mobile CTR vs. Desktop CTR                                                57"NOTICE: Proprietary and Confidential
Mobile Search Ads                                                      58"NOTICE: Proprietary and Confidential
59"NOTICE: Proprietary and Confidential
Mobile Search Ads     Users are much more    likely to be conducting       local searches for   information specific to   ...
Mobile Search Ads     Less competition       vs. traditional      desktop search     Include Click-To-     Call and Click-...
Mobile Targeting Options            Geographic (by country,                 State)       Demographic (age, gender)        ...
Mobility Context                                                 63"NOTICE: Proprietary and Confidential
Medium & Context         Features                                                                         What it means:  ...
Mobility Definition       ‘Mobile’ refers to the user,       and not the device or the       application.                 ...
Who are my Consumers              Are they Tech-savvy or Late                       Adopters?        Would they download a...
Mobile Funnel                                                  67"NOTICE: Proprietary and Confidential
Marketers’ Mobiles Objectives                                        Source: E-Marketer   68"NOTICE: Proprietary and Confi...
Traditional Marketing Funnel                                                  69"NOTICE: Proprietary and Confidential
New Marketing Funnel                                           Awareness                                          Consider...
2012 Mobile Marketer of the                  Year                                        71"NOTICE: Proprietary and Confid...
New Marketing Funnel                                           Awareness                                          Consider...
New Marketing Funnel                                                          • SMS Short Codes                           ...
Starbucks drives summer drink sales via                               targeted mobile campaign                            ...
75"NOTICE: Proprietary and Confidential
76"NOTICE: Proprietary and Confidential
77"NOTICE: Proprietary and Confidential
New Marketing Funnel                                                          • SMS Short Codes                           ...
79"NOTICE: Proprietary and Confidential
80"NOTICE: Proprietary and Confidential
81"NOTICE: Proprietary and Confidential
82"NOTICE: Proprietary and Confidential
83"NOTICE: Proprietary and Confidential
New Marketing Funnel                                                          • SMS Short Codes                           ...
Starbucks brings coffee to life via interactive                              augmented reality app                        ...
Starbucks brings coffee to life via interactive                              augmented reality app                        ...
Starbucks brings coffee to life via interactive                              augmented reality app                        ...
Starbucks location-based mobile campaign with                                 major carrier                               ...
Starbucks location-based mobile campaign with                                 major carrier                               ...
90"NOTICE: Proprietary and Confidential
91"NOTICE: Proprietary and Confidential
92"NOTICE: Proprietary and Confidential
New Marketing Funnel                                                          • SMS Short Codes                           ...
Starbucks targets younger demo with Lady Gaga                               scavenger hunt                                ...
Starbucks targets younger demo with Lady Gaga                               scavenger hunt                                ...
New Marketing Funnel                                                          • SMS Short Codes                           ...
Starbucks Foursquare Barista badge                                                                 97"NOTICE: Proprietary ...
98"NOTICE: Proprietary and Confidential
New Marketing Funnel                                                          • SMS Short Codes                           ...
Starbucks mobile payment program exceeds                               26M transactions                                   ...
Starbucks mobile payment program exceeds                               26M transactions                                   ...
Final Takes       Understand how your audience interact with mobile and                    integrated with media mix      ...
One More thing…                                        103"NOTICE: Proprietary and Confidential
80% of      people multitask on       a mobile device          while       watching TV                                    ...
105"NOTICE: Proprietary and Confidential
106"NOTICE: Proprietary and Confidential
Instagram         Instagram has been consistently growing in             PR; reaching up to 1,000 monthly                 ...
Instagram         Early adoption by designers, artist, photographer;           Trendsetters but extending to regular      ...
109"NOTICE: Proprietary and Confidential
Questions       Salomon Dayan:       Email: sdayan@lih.com       Twitter : http://twitter.com/sedayanr       Slideshare:  ...
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Mobile Marketing Seminar

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How mobile Marketing can increase your sales and profits.

Outline available mobile technologies so clear the path for your mobile strategy.

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  • 1.- You need to prioritize the content on your mobile page. Organizations that throw too many links, images, videos and unrelated promos onto their site have mobile users running for the hills.
  • There is also others several technologies for determining the exact location of the mobile user. Here are some of the standard-based means for managing location information:GPSE911RFIDWi-Fihttp://www.roseindia.net/technology/LBS/types-of-lbs.shtml
  • There is also others several technologies for determining the exact location of the mobile user. Here are some of the standard-based means for managing location information:GPSE911RFIDWi-Fihttp://www.roseindia.net/technology/LBS/types-of-lbs.shtml
  • Devices that establish radio communication with each other by touching them together or bringing them into close proximity, usually no more than a few centimetresCould be used to turn mobile phones into mobile wallets, enabling consumers to make point-of-sale purchases with their cell phones just by getting them within a few centimeters of a point of sale terminal, instead of swiping a cardNot NFC Chips (tags) in iOS devices. NFC standardization issues have been one problem slowing adoption of the technology, but with 45 wireless carriers including AT&T and Verizon now signed on to a SIM-based standard, those issues may be reaching a resolution
  • Mobile Ads appears when you access the web through your mobile device
  • Traditional – can be Geolocated or Make a Call or Contact infoApps – banners can be mini-apps (i.e upload photo)
  • Landing Page must be fun, entertaining and engaging
  • Mobile Ads appears when you make a search query in a mobile search engine
  • Mobile Ads appears when you make a search query in a mobile search engineThe information that users search for on mobile devices is typically different from computer-based searches.
  • Mobile Ads appears when you make a search query in a mobile search engine
  • Starbucks’ brilliant mobile marketing, from conception to execution and measurement in a multichannel contextNamed 2010 Mobile Marketer of the Year, the highest accolade in mobile advertising, marketing and media.
  • running targeted mobile banner ads within Pandora’s iPhone application.The Starbucks ad reads, “Handcrafted refreshment is waiting.”
  • When consumers tap on the banner ad, they are redirected to a mobile landing page where they are encourage to swipe the icy screen to reveal their ideal refreshment.
  • After users swipe the screen, they can choose a drink – an iced coffee with milk or the Tazo shaken iced passion tea lemonade.Additionally, consumers can click on either drink to learn more about it and see what ingredients are used to make it.
  • “The best part of what they’ve done is how they organized the experience,” Mr. Limongello said.“They’re featuring the product and giving people a choice – you want to start with the easiest decisions,” he said. “It starts light and gets heavier.”
  • The Starbucks banner ad reads “Pay faster, sip slower” and runs along the top of the Flixster app.Consumers can then click on the ad to be redirected to Apple’s App Store and download the app."Starbucks' simple tagline is also smart because it gives a quick value proposition."
  • The Starbucks banner above a video featuring The NationalOnce users tap on the banner, it expands into a full-screen ad experience featuring images of various Starbucks beverages.
  • Consumers are asked to “Select a Starbucks drink below” and informed that they can “Learn more at MyStarbucksSignature.com.
  • Once users tap on their drink of choice, the next screen asks them to “Create your Starbucks Signature! With over 87,000 combinations of Espresso Beverages at Starbucks, you’re sure to find your signature.”The call-to-action is simply a button that reads “Create Yours.” Once tapped upon, users are able to sign or draw on a blank coffee cup by dragging their finger across the iPad screen.
  • After consumers complete their virtual signature, they are presented with the finished product, a coffee cup inscribed with their message or drawing.Users are given the option to create another one, browse the Signature Gallery to see what others have created or watch a video
  • Consumers can discover Starbucks holiday characters, which are found on the red cups, coffee bags and signage.
  • Once downloads the app; scan the red cups, holiday coffee bags or in-store signage by holding their device approximately 12 inches away from the item they are scanning.Then, once the animated characters appear, users can move their device left, right, up and down around the character.Consumers can also tap the character to interact.
  • The Starbucks Cup Magic app lets users share a snapshot of the holiday scene via email or Facebook.
  • When opted-in, O2 More customers are found to be within a geofenced area owned by Starbucks, those interested in food and drink receive a text message offering them money off Starbucks Via Ready Brew at a nearby branch.
  • One mobile coupon from Starbucks offers consumers 50-pence-off of their Via purchase.More than 1,500 geofences were created for Starbucks across Britain.the mobile messages contain unique alphanumeric discount codes that are trackable at the user level or the vendor level to keep track of redemptions. The partners may add a mobile bar code element down the road.
  • The SMS call to action is featured in a small framed poster.The call to action is positioned near the drink counter so that when consumers wait for their drinks they can text-in to be part of the My Starbucks Rewards program
  • Consumers can text-in to learn more about the program
  • When consumers tap on the link, they are redirected to a mobile-optimized page where they can register their Starbucks cardWhen users register their card they can protect their balance incase their card is stolen, earn rewards with each transaction, set up Auto-Reload for their card, view transaction history and transfer balances between their cards.Consumers can also download the My Rewards iPhone and Android application to keep up with their accountSMS is a great medium to engage consumers and helps marketers build their database.
  • The effort coincides with a limited-time in-store promotion kicking off today with Starbucks offering a special edition of Lady Gaga’s new CD, “Born this Way.”
  • Consumers will also be able to stream the entire album today from the in-store Starbucks Digital Network.Participants in “SRCH” have to follow a series of clues to locate and claim prizes that have been scattered across the digital universe.With each round of completion, participants have the chance to win Starbucks online gift cards that vary in value, along with many other prizes.
  • Starbucks has rewarded visitors who check in to multiple locations on Foursquare with a Barista badge, and their most loyal customers with a $1 off mayors special.Hey Starbucks fiends, Foursquare has another badge just for you! Starbucks is celebrating its 40th birthday this week and when you earn this badge, you will also be entered to win a $40 Starbucks card
  • Starbucks has rewarded visitors who check in to multiple locations on Foursquare with a Barista badge, and their most loyal customers with a $1 off mayors special.Hey Starbucks fiends, Foursquare has another badge just for you! Starbucks is celebrating its 40th birthday this week and when you earn this badge, you will also be entered to win a $40 Starbucks card
  • Starbucks has exceeded 26 million mobile transactions since the launch of its mobile payment program in January 2011In the first nine weeks of the program there were 3 million transactions. In comparison, for the nine-week period starting in October there were 6 million transactions. The data shows that there has been a significant jump in customer adoption and use.
  • Currently, the top five U.S. cities that have adopted the Starbucks mobile app include New York, Seattle, San Francisco, Chicago and San Jose.
  • During the 2010 Academy Awards, traffic on Yahoo! Mobile increased 12% on average during commercials, while Yahoo! Mobile Front Page activity bounced up by 39%. Even more impressively, mobile browsing activity rose by 125% on Yahoo! News, Yahoo! Search registered a 13% hike and email activity grew by 6%.ii
  • Transcript of "Mobile Marketing Seminar"

    1. 1. How mobile Marketing can increase your sales and profits 01/02/11 – Puerto Rico 1"NOTICE: Proprietary and Confidential
    2. 2. 2"NOTICE: Proprietary and Confidential
    3. 3. 3"NOTICE: Proprietary and Confidential
    4. 4. http://www.youtube.com/watch?v=Ytt0cXKi-NM 4"NOTICE: Proprietary and Confidential
    5. 5. 5"NOTICE: Proprietary and Confidential
    6. 6. Salomon Dayan: Email: sdayan@lih.com Twitter : http://twitter.com/sedayanr LinkedIn: http://do.linkedin.com/in/salomondayan Slideshare: http://www.slideshare.net/sedayanr Google+: https://plus.google.com/109134724726450874915 Website: http://lih.com/ 6"NOTICE: Proprietary and Confidential
    7. 7. #LopitoWorkshop 7"NOTICE: Proprietary and Confidential
    8. 8. "NOTICE: Proprietary and Confidential All the content of this document (text, figures, lists, financial information, graphics, design, diagrams, as well as other graphic elements and/or audio and videos), whichever is the format used (paper or electronic), is confidential and proprietary to LIH. This document includes ideas and information based on the experience, know-how, intellectual/creative effort of LIH. For these reasons, this material shall not be used, reproduced, copied, disclosed, transmitted, transformed, commercialised or communicated, in whole or in part, neither to third parties to the public, without the express and written consent of LIH” http://mashable.com/2011/12/13/mobile-trends-2011/#view_as_one_page-gallery_box3467 http://www.slideshare.net/jeremiah_owyang/developing-a-mobile-strategy http://www.mobilemarketer.com/cms/opinion/columns/11308.html http://www.marketingdirecto.com/especiales/marketing-movil/por-primera-vez-en-la-historia-se-venden-mas-smartphones-que-ordenadores/ http://mashable.com/2012/01/02/text-messages-decline-worldwide/ http://onlinebusiness.volusion.com/cats/marketing-promotion-ecommerce/content-marketing http://www.pocket-lint.com/news/38795/what-is-augmented-reality-ar http://www.digitalfamily.com/mobile/app-v-web-Chart.html http://www.slideshare.net/eMarketerInc/emarketer-webinar-mobile-advertising-and-marketingkey-trends-and-benchmarks-9925333 http://www.mobilemarketer.com/cms/opinion/columns/11811.html http://www.rohitbhargava.com/2011/01/a-guide-to-geolocation-geosocial-marketing-in-2011.html http://www.slideshare.net/dlin5/geo-loc-services01-4491918 http://www.roseindia.net/technology/LBS/types-of-lbs.shtml http://en.wikipedia.org/wiki/Location-based_service http://www.forbes.com/sites/ciocentral/2011/11/07/the-benefits-of-geolocation-marketing/ http://www.socialmediaexaminer.com/how-to-use-geolocation-in-your-marketing-initiatives/ http://www.youtube.com/watch?v=hpwiU5Kigic http://www.slideshare.net/360digitalinfluence/ogilvy-on-how-to-use-foursquare-for-business http://www.intomobile.com/2011/12/23/were-top-mobile-trends-2011-infographic/ http://thenextweb.com/socialmedia/2011/01/18/the-rules-of-geolocation-marketing/ http://www.youtube.com/watch?v=N2Q1BEC0mnk&feature=related http://searchengineland.com/14-differences-between-smartphone-search-desktop-search-results-74687 http://www.digitaltrends.com/mobile/verizon-att-t-mobile-back-isis-mobile-wallet-system/ http://en.wikipedia.org/wiki/Near_field_communication http://www.macrumors.com/2011/11/22/apple-on-track-for-nfc-enabled-iphone-in-2012/ http://techcrunch.com/2011/10/05/lack-of-nfc-in-iphone-4s-wont-impact-market-say-analysts/ http://creative.discovery.com/thedigitalist/?p=854 http://www.youtube.com/watch?v=N2Q1BEC0mnk&list=FLYTbOwyStXkmOte_UBO_vtg&feature=mh_lolz http://www.taketheleap.ca/2011/12/the-medium-is-the-message/ http://searchengineland.com/local-search-a-multi-site-cross-platform-affair-report-86530 http://searchengineland.com/google-mobile-query-growth-dramatically-higher-than-pc-38203 http://searchmobilecomputing.techtarget.com/definition/mobile-search http://mobruleblog.com/post/4206538682/infographic-state-of-mobile-marketing-2011 8"NOTICE: Proprietary and Confidential http://mashable.com/2011/11/10/smartphone-multi-tasking/
    9. 9. Main Objective Outline available mobile technologies so clear the path for your mobile strategy 9"NOTICE: Proprietary and Confidential
    10. 10. Today’s Discussion • Why Mobile? • Value Chain & Context • Mobile Marketing Funnel 10"NOTICE: Proprietary and Confidential
    11. 11. 11"NOTICE: Proprietary and Confidential
    12. 12. http://prezi.com/etk7c6mz8t5e/smarphone-trends-2011/ 12"NOTICE: Proprietary and Confidential
    13. 13. 13"NOTICE: Proprietary and Confidential
    14. 14. Wireless Line Growth Wireless Landline 77% of Puerto Rico Population have a Mobile Phone Source: Junta Reglamentadora de Telecomunicaciones & TGI 14"NOTICE: Proprietary and Confidential
    15. 15. Type of Device Regular Phone Smartphone Doesn’t Know / Not Answered Source: SME Puerto Rico - 2010 15"NOTICE: Proprietary and Confidential
    16. 16. Browse Mobile Internet No Si Source: SME Puerto Rico - 2010 16"NOTICE: Proprietary and Confidential
    17. 17. Media cannot live without From the following, which cannot you live without? Mobile Internet iPod Cable TV Local TV Radio Not Answered Newspapers Magazine Source: SME Puerto Rico - 2010 17"NOTICE: Proprietary and Confidential
    18. 18. Generic Value Chain Source: Chetan Sharma 2006 18"NOTICE: Proprietary and Confidential
    19. 19. Generic Value Chain Source: Chetan Sharma 2006 19"NOTICE: Proprietary and Confidential
    20. 20. Basic Mobile Marketing Types Connect Messagin Real Platforms LBS Ads g World Location QR Code / AR SMS Apps/Sites Based- Display/Search Services Thanks for visiting Six Flags Magic Mountain. We hope you had a great time. 20"NOTICE: Proprietary and Confidential
    21. 21. What QR Codes are 21"NOTICE: Proprietary and Confidential
    22. 22. QR Codes QR codes, or quick response codes, are two-dimensional barcodes QR code can be produced on any surface with sufficient contrast 22"NOTICE: Proprietary and Confidential
    23. 23. QR Capabilities • Offline: Make Call Automatic info to a SMS • Online: Go to site Watch video Facebook Like 23"NOTICE: Proprietary and Confidential
    24. 24. Examples 24"NOTICE: Proprietary and Confidential
    25. 25. AT&T Parranda Commercial has more than 15,000 video views 25"NOTICE: Proprietary and Confidential
    26. 26. Take into consideration Consider that consumer must have a Scanning App in their phones Know what and how many media channel will be used Branded or Unbranded Development and testing might take between 2 days to a week (depending on variables) Remember that the linked page must be mobile friendly 26"NOTICE: Proprietary and Confidential
    27. 27. Augmented Reality 27"NOTICE: Proprietary and Confidential
    28. 28. Technology now available for consumers 28"NOTICE: Proprietary and Confidential Source: Google Insight Trends for Website
    29. 29. Augmented Reality Super-imposing of computer generated content over a live view of the world. What is does is to enhance the world around us 29"NOTICE: Proprietary and Confidential
    30. 30. Take into consideration All this initiatives need that Consumers have an Scanning App Consider the production behind your tactic; so as to be engaging and meet objectives 30"NOTICE: Proprietary and Confidential
    31. 31. 31"NOTICE: Proprietary and Confidential
    32. 32. Text Messages 32"NOTICE: Proprietary and Confidential
    33. 33. SMS/MMS Club 33"NOTICE: Proprietary and Confidential
    34. 34. SMS/MMS Club Send Keyword to Short Code 123456 34"NOTICE: Proprietary and Confidential
    35. 35. SMS/MMS Club When subscribed customers get targeted Messages Recuerda hoy Miércoles estamos en Festival Belleza de Plaza. Más info 35"NOTICE: Proprietary and Confidential
    36. 36. SMS/MMS Club Festival de Belleza en Sears. Ofertas e info en m.MiSite.com 36"NOTICE: Proprietary and Confidential
    37. 37. Take into consideration Who are my Consumers SMS campaigns gatherLate Adopters? Are they Tech-savvy or database and start the conversation with consumer Would from Set up investment an App or fit Apart they download and use (short code, better in mobile web? system), also consider the cost of Messages (MT) and Platform Maintenance Are they still use Blackberry or have Ensure complying with Advertising and Opt-in guidelines andor iOS? to move to Android easy way Opt-out (legal) Shall we use QR Code or Augmented Development and testing might take around Reality? Will they know? 2 - 4 weeks (depending on Carrier’s Short Code approvals) 37"NOTICE: Proprietary and Confidential
    38. 38. Apps & Web 38"NOTICE: Proprietary and Confidential
    39. 39. Native App Web App 39"NOTICE: Proprietary and Confidential
    40. 40. App fragmentation Source: E-Marketer Webinar – Feb 2011 40"NOTICE: Proprietary and Confidential
    41. 41. Native Vs. Web Native App Web App ✓ Downloaded from the iTunes Store, the Android Market, the Amazon Appstore, or a similar service If you want to publish to many devices at once ✓ Flash animations (normal in ✓ If you want to create high-end interactive desktop) does not work on games or other rich media with Apple (and other) devices, advanced interactive features but HTML5 is becoming the new interactive option If you want to spend as little money as possible . ✓ 41"NOTICE: Proprietary and Confidential
    42. 42. Take into consideration Users do not want to be overloaded by content. They want what they want, when they want it, and then they move on Evolve from point+click to touch-and- swipe. Take full advantage of the new and simpler way that mobile users interact with content Are they still use Blackberry or have move to Android or iOS? 42"NOTICE: Proprietary and Confidential
    43. 43. Take into consideration Mobile Responsive Design allows us to adapt with ease Mobile features to Tablets 43"NOTICE: Proprietary and Confidential
    44. 44. Location Based-Services & Near Field Communications 44"NOTICE: Proprietary and Confidential
    45. 45. Location Based-Services Location-Based Service (LBS) is an information or entertainment service and utilizes the Global Positioning System (GPS) of the mobile device 45"NOTICE: Proprietary and Confidential
    46. 46. Location Based-Services Local targeting through geolocation gives merchants the tools they need to get information for Thanks for visiting Six Flags Magic Mountain. We hope discount coupons, you had a great time. Come back next for for the upcoming Labor Day online deals weekend and get 2 for 1 tickets. 46"NOTICE: Proprietary and Confidential
    47. 47. Types of LBS Created and generated direct by the brand 3rd party LBD Platforms 47"NOTICE: Proprietary and Confidential
    48. 48. 3rd Party LBS 2 platforms currently dominate the space: Foursquare and Gowalla Although differences, At their core, they are very similar 48"NOTICE: Proprietary and Confidential Source: Google Insight Trends for Website
    49. 49. 3rd Party LBS 49"NOTICE: Proprietary and Confidential Source: Google Insight Trends for Website
    50. 50. Take into consideration Incentivize your most loyal brand advocates Create rewards and reinforcements that meet your business objectives 3rd Party LBSs are games above anything else; be entertainment and encourage social sharing Effectively target consumers at the most important point in the consideration cycle – POS but also train your staff 50"NOTICE: Proprietary and Confidential
    51. 51. Near Field Communication 51"NOTICE: Proprietary and Confidential
    52. 52. Mobile Ads 52"NOTICE: Proprietary and Confidential
    53. 53. Mobile Display Ads Sold on Cost Per Click (CPC), Cost Per Impression (CPM) Platforms include iAd (Apple), Ad Mob (Google) and all main Portals 53"NOTICE: Proprietary and Confidential
    54. 54. Banner + Video Custom Ads App Integration 54"NOTICE: Proprietary and Confidential
    55. 55. Shine on iPad with banner 55"NOTICE: Proprietary and Confidential
    56. 56. Full ad canvas with multiple videos - Video plays automaticall y 56"NOTICE: Proprietary and Confidential
    57. 57. Mobile CTR vs. Desktop CTR 57"NOTICE: Proprietary and Confidential
    58. 58. Mobile Search Ads 58"NOTICE: Proprietary and Confidential
    59. 59. 59"NOTICE: Proprietary and Confidential
    60. 60. Mobile Search Ads Users are much more likely to be conducting local searches for information specific to the area theyre connecting from 60"NOTICE: Proprietary and Confidential
    61. 61. Mobile Search Ads Less competition vs. traditional desktop search Include Click-To- Call and Click-to- Map 61"NOTICE: Proprietary and Confidential
    62. 62. Mobile Targeting Options Geographic (by country, State) Demographic (age, gender) By Platform (iOS, Android, Blackberry) Day and/or Time of Day 62"NOTICE: Proprietary and Confidential
    63. 63. Mobility Context 63"NOTICE: Proprietary and Confidential
    64. 64. Medium & Context Features What it means: GPS Location-Aware Intimate & Touch Interactive Physical Sensor (A/V) intelligence Personal & Contacts Social Relevant at Portability POC Source:Jeremiah Owyang - Presentation: Developing a Mobile Strategy 64"NOTICE: Proprietary and Confidential
    65. 65. Mobility Definition ‘Mobile’ refers to the user, and not the device or the application. Source: Book - Designing the Mobile User Experience - Barbara Ballard 65"NOTICE: Proprietary and Confidential
    66. 66. Who are my Consumers Are they Tech-savvy or Late Adopters? Would they download and use an App or fit better in mobile web? Are they still use Blackberry or have move to Android or iOS? Shall we use QR Code or Augmented Reality? Will they know? 66"NOTICE: Proprietary and Confidential
    67. 67. Mobile Funnel 67"NOTICE: Proprietary and Confidential
    68. 68. Marketers’ Mobiles Objectives Source: E-Marketer 68"NOTICE: Proprietary and Confidential
    69. 69. Traditional Marketing Funnel 69"NOTICE: Proprietary and Confidential
    70. 70. New Marketing Funnel Awareness Consideration Intent Purchase Support Loyalty Advocacy 70"NOTICE: Proprietary and Confidential
    71. 71. 2012 Mobile Marketer of the Year 71"NOTICE: Proprietary and Confidential
    72. 72. New Marketing Funnel Awareness Consideration Intent Purchase Support Loyalty Advocacy 72"NOTICE: Proprietary and Confidential
    73. 73. New Marketing Funnel • SMS Short Codes Awareness • QR/Image Codes • Display/Search Ads Consideration Intent Purchase Support Loyalty Advocacy 73"NOTICE: Proprietary and Confidential
    74. 74. Starbucks drives summer drink sales via targeted mobile campaign 74"NOTICE: Proprietary and Confidential
    75. 75. 75"NOTICE: Proprietary and Confidential
    76. 76. 76"NOTICE: Proprietary and Confidential
    77. 77. 77"NOTICE: Proprietary and Confidential
    78. 78. New Marketing Funnel • SMS Short Codes Awareness • QR/Image Codes • Display/Search Ads • SMS Alerts Consideration • QR/Image Codes • Display Ads • Mobile site/Apps Intent Purchase Support Loyalty Advocacy 78"NOTICE: Proprietary and Confidential
    79. 79. 79"NOTICE: Proprietary and Confidential
    80. 80. 80"NOTICE: Proprietary and Confidential
    81. 81. 81"NOTICE: Proprietary and Confidential
    82. 82. 82"NOTICE: Proprietary and Confidential
    83. 83. 83"NOTICE: Proprietary and Confidential
    84. 84. New Marketing Funnel • SMS Short Codes Awareness • QR/Image Codes • Display/Search Ads • SMS Alerts Consideration • QR/Image Codes • Display Ads • Mobile site/Apps • SMS Geo-Fence Intent • Location-Based services • Mobile Apps (Coupons) • IVR/Click-to-Call Purchase Support Loyalty Advocacy 84"NOTICE: Proprietary and Confidential
    85. 85. Starbucks brings coffee to life via interactive augmented reality app 85"NOTICE: Proprietary and Confidential
    86. 86. Starbucks brings coffee to life via interactive augmented reality app 86"NOTICE: Proprietary and Confidential
    87. 87. Starbucks brings coffee to life via interactive augmented reality app 87"NOTICE: Proprietary and Confidential
    88. 88. Starbucks location-based mobile campaign with major carrier 88"NOTICE: Proprietary and Confidential
    89. 89. Starbucks location-based mobile campaign with major carrier 89"NOTICE: Proprietary and Confidential
    90. 90. 90"NOTICE: Proprietary and Confidential
    91. 91. 91"NOTICE: Proprietary and Confidential
    92. 92. 92"NOTICE: Proprietary and Confidential
    93. 93. New Marketing Funnel • SMS Short Codes Awareness • QR/Image Codes • Display/Search Ads • SMS Alerts Consideration • QR/Image Codes • Display Ads • Mobile site/Apps Intent • SMS Geo-Fence • Location-Based services • Mobile Apps (Coupons) • IVR/Click-to-Call Purchase • Mobile Apps (check-ins, deposits) Support • Mobiles Sites (FAQ, Info) Loyalty Advocacy 93"NOTICE: Proprietary and Confidential
    94. 94. Starbucks targets younger demo with Lady Gaga scavenger hunt 94"NOTICE: Proprietary and Confidential
    95. 95. Starbucks targets younger demo with Lady Gaga scavenger hunt 95"NOTICE: Proprietary and Confidential
    96. 96. New Marketing Funnel • SMS Short Codes Awareness • QR/Image Codes • Display/Search Ads • SMS Alerts Consideration • QR/Image Codes • Display Ads • Mobile site/Apps Intent • SMS Geo-Fence • Location-Based services • Mobile Apps (Coupons) • IVR/Click-to-Call Purchase • Mobile Apps (check-ins, deposits) • Mobiles Sites (FAQ, Info) Support • LBS 3rd Party Loyalty • Mobile Apps Advocacy 96"NOTICE: Proprietary and Confidential
    97. 97. Starbucks Foursquare Barista badge 97"NOTICE: Proprietary and Confidential
    98. 98. 98"NOTICE: Proprietary and Confidential
    99. 99. New Marketing Funnel • SMS Short Codes Awareness • QR/Image Codes • Display/Search Ads • SMS Alerts Consideration • QR/Image Codes • Display Ads • Mobile site/Apps Intent • SMS Geo-Fence • Location-Based services • Mobile Apps (Coupons) • IVR/Click-to-Call Purchase • Mobile Apps (check-ins, deposits) • Mobiles Sites (FAQ, Info) Support • LBS 3rd Party Loyalty • Mobile Apps • SMS Alerts Advocacy • Mobile Apps (i.e rewards) 99"NOTICE: Proprietary and Confidential
    100. 100. Starbucks mobile payment program exceeds 26M transactions 100"NOTICE: Proprietary and Confidential
    101. 101. Starbucks mobile payment program exceeds 26M transactions 101"NOTICE: Proprietary and Confidential
    102. 102. Final Takes Understand how your audience interact with mobile and integrated with media mix Create opt-in database, as it is uniquely personal and intimate medium and connected to your Customer Relationship Marketing (CRM) Let the message and product/company cycle choose the medium and deliver several mobile tactics to provide a mobile presence Not only Marketing; Seek input from different departments: marketing, sales, support and customer relationship Measure everything 102"NOTICE: Proprietary and Confidential
    103. 103. One More thing… 103"NOTICE: Proprietary and Confidential
    104. 104. 80% of people multitask on a mobile device while watching TV 104"NOTICE: Proprietary and Confidential
    105. 105. 105"NOTICE: Proprietary and Confidential
    106. 106. 106"NOTICE: Proprietary and Confidential
    107. 107. Instagram Instagram has been consistently growing in PR; reaching up to 1,000 monthly searches Instagram Searches – Puerto Rico Source: Google inc. 107"NOTICE: Proprietary and Confidential
    108. 108. Instagram Early adoption by designers, artist, photographer; Trendsetters but extending to regular consumers Source: Google inc. 108"NOTICE: Proprietary and Confidential
    109. 109. 109"NOTICE: Proprietary and Confidential
    110. 110. Questions Salomon Dayan: Email: sdayan@lih.com Twitter : http://twitter.com/sedayanr Slideshare: http://www.slideshare.net/sedayanr LinkedIn: http://do.linkedin.com/in/salomondayan Google+: https://plus.google.com/109134724726450874915 Website: http://lih.com/ 110"NOTICE: Proprietary and Confidential
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