Mobile Marketing to Your target Audience
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Mobile Marketing to Your target Audience

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With more and more people using smart phones, the concept of Mobile Marketing is becoming widely adopted around the world!

With more and more people using smart phones, the concept of Mobile Marketing is becoming widely adopted around the world!

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  • I'm giving this presentation but because I don't come from a marketing background, I have Lauren here to keep me honest/answer any questions that may fall more into broader marketing strategy"...
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  • Here are few:Almost half (46%) of consumers ---There are 7 billion people on Earth. 5.1 billion own a cell phone. 4.2 billion own a toothbrush. (Mobile Marketing Association Asia, 2011)---It takes 90 minutes for the average person to respond to an email. It takes 90 seconds for the average person to respond to a text message. (CTIA.org, 2011)---Mobile coupons get 10 times the redemption rate of traditional coupons. (Mobile Marketer, 2012)---91% of all smart phone users have their phone within arm’s reach 24/7 – (Morgan Stanley, 2012)---44% of Facebook’s 900 million monthly users access Facebook on their phones. These people are twice as active on Facebook as non-mobile users (Facebook, 2012)---Mobile marketing will account for 15.2% of global online ad spend by 2016. (Berg Insight, 2012)---It takes 26 hours for the average person to report a lost wallet. It takes 68 minutes for them to report a lost phone. (Unisys, 2012)---70% of all mobile searches result in action within 1 hour. 70% of online searches result in action in one month. (Mobile Marketer, 2012)---9 out of 10 mobile searches lead to action, over half leading to purchase. (Search Engine Land, 2012)---61% of local searches on a mobile phone result in a phone call. (Google, 2012)---52% of all mobile ads result in a phone call. (xAd, 2012)
  • Other definitions found:DEFINITION 1Mobile Marketing involves communicating with the consumer via cellular (or mobile) device, either to send a simple marketing message, to introduce them to a new audience participation-based campaign or to allow them to visit a mobile website.Some of the tools of the trade are:Multimedia Messaging Services Unstructured Supplementary Service Data Bluetooth, Wireless and InfraredMobile Internet and Social Mediahttp://www.quirk.biz/resources/mobile101/281/What-is-Mobile-MarketingDEFINITION 2Any activity that enables a company to communicate and actively engage with its customers via a mobile device.m3mobile360.com/glossaryDEFINITION 3An extension of online marketing that focuses on consumers viewing ads or websites from their mobile phoneswww.localsplash.com/faq/internet-marketing-glossary
  • “It’s a regular website accessed from a mobile device”“Laptops count too”“Using the absolute latest technology is necessary”“Mobile marketing is too costly”“Mobile marketing is only SMS”It’s not just B to C, but B to B as well.Not bus/taxi advertisingNot banners on airplanes-No, a mobile website should be specifically made for mobile devices.-Laptops--Technically, “mobile” means something is capable of being easily moved from one place to another. However, the difference is in the platform the device is using. For example, a laptop may be thought of as a mobile device, but it does not run on a mobile platform like a smartphone or iPad. Mobile applications and websites simplify the functions consumers perform.-Mobile doesn’t mean being forced to use the latest and greatest technologies available- although you certainly could- but there is nothing stopping you from using traditional means of marketing from a mobile device. Companies still see great success with SMS campaigns. There are always new ways to use old methods.-Mobile is becoming cheaper than other options and many times it’s more effective.-Mobile marketing is definitely not only SMS, there are so many other ways to market through a mobile device, as this presentation will go through later.
  • Example:Groupon is already a company who offered special deals to people based on the city they live in, but they took it a step further by creating “Groupon Now.” You can now get on the Groupon app on your phone and select the “Groupon Now” tab and find deals right next to you, and it will show you how many miles away it is. This is an example of how an application leveraged the location services of smartphones.This could also be something simple such as creating a game for mobile device that has motion sensors and your character can move from side to side as you tilt the screen!
  • Who doesn’t have a mobile phone.Africa has more cell phone subscribers than North America!Quoting Wireless Intelligence, “The number of mobile phone users in Africa exceeded 280 million in the first quarter of this year and will reach the 300 million mark next month“. If we count US and Canada together they have some 277 million subscribers so here’s Africa slapping North America …
  • The following are some of the current techniques being used by companies to market themselves.
  • These are a few, there are about 11 listed in slides after this, we went ahead and made a slide for each and figured you could pick which ones you wanted to use.
  • Some app makers are using spam and porn to get their apps to the top of the list.The situation is exacerbated by the opaque nature of apps. On the web, advertising, kickbacks, and questionable content is, for the most part, right out in the open. In apps, user activity is locked inside proprietary software, and transactions occur on company-owned stores like iTunes and Google Play, and on closed ad exchanges like Tapjoy and Flurry. That creates an ideal climate both for tricks and fears of tricks. And there are plenty of tricks to be scared of. In private, seasoned app makers will happily enumerate the levers that can be pulled to produce strong, if unsustainable, traffic surges. Here are a few: Buying users. Let’s say you’re playing a game on your Android phone. You’d like some virtual currency to buy a new weapon, or farm implement, but you’d rather not whip out your credit card. No problem: An in-game ad informs you that you can earn several gold coins simply by installing a different app on your phone.This scheme is known as “pay-per-install” and has beendescribed by one venture capitalist as “crack for app developers.” One broker, Tapjoy, was reportedly on track to make $100 million per year on pay-per-install before Apple banned the practice from iOS last year. Now paid installs are largely confined to Google’s mobile operating system.Advertising. This can be as simple as pumping money into Facebook or Google AdWords to promote an app. But as targeting technology grows more sophisticated, app makers are increasingly turning to ads within each other’s apps. In-app advertising is expected to surpass mobile web ads this year with almost $3 billion spent.Referrals. Networks like Tapjoy and Flurry’s AppCircle pay app publishers for sending traffic, registrations, and in some cases installations to other app publishers. It’s a booming business: Flurry VP Peter Farago says his company’s referral business has grown wildly since it launched a year and a half ago, and is now generating “tens of millions” of dollars annually.Spam/aggressive sharing. Makers of apps with social networking tie-ins can fiddle with sharing defaults to make their software temporarily spammier, sending out more notifications than usual, to more friends than usual, with fewer requests for user authorization than usual. This tactic has the advantage of being free.Inappropriate content. App makers that deal with user-supplied content, like videos, have some leeway in how they handle copyrighted and pornographic material. Normally, it makes sense to take that stuff down as quickly as possible; few app makers want to be associated with pirates and perverts. But when you’re desperate for a traffic spike, the better move might be to drag your heels — to wait a week or two to get around to deleting content that might normally remain on your servers for only a few hours.From:http://www.wired.com/business/2012/07/app-dirty-tricks/
  • Mobile Visual Search (MVS)- Allows you to snap a photo with your smartphone’s camera and within seconds the MVS application will grab info on the product, landmark, or book (the list keeps on growing). If it’s a product you’ve scanned, you’ll be given the option to read up about it or purchase it on the spot.The middle bullet point- an example of an app that uses that (that I use) is Sephora, a beauty store, you can be in the store and scan a product on the app and you can instantly see product information, customer reviews and ratings, and are given the option to save it to a wish list.Google Goggles are an example of a upcoming product that will heavily rely on mobile visual search.
  • -Shazam, a mobile application that can identify songs by “listening”-If your user’s devices have these audio capabilities, there are many creative uses one could employ to further enhance a user’s experience.More on Shazam:Debuted in 2008, became known as the app that can identify nearly any song playing on the radio, even over the din of a coffee shop. Over the past 18 months, Shazam has built technology so viewers can use the app to take an audio snapshot of TV shows and ads as they would a song. During the Super Bowl, for instance, commercials from Toyota Motor included a small logo prompting watchers to Shazam the ad to enter a contest to win a Camry. Shazam now offers the same feature for TV shows and live events. The big test will come during the Summer Olympics, which begin July 27. Through a partnership withNBC Sports, viewers will be able to use Shazam to get extra info about athletes and events and to participate in polls as they watch. San Francisco Chronicle 
  • Social targeting- Refers to tracking a group of users and identifying their online connections. These connections can then be targeted with similar messages as were being used on the original user. This is done in an assumption that the connections will have similar interests as the original target users. Also can use as described in above slide- scraping social conversations.. great for determining very specific communication opportunities.Retargeting- Basically, 98% of people who visit a website do not make a purchase. Your ad can then be displayed over and over again in the ad space of other websites, keeping your brand at the top of their mind.
  • Quick Response Code.While the debate rages on whether QR codes are a passing fad or a marketing phenomenon, those little suckers continue to pop up all over the place. From product packaging to retail signs and even to food, almost any surface in the universe seems fair game for a QR code.However, if brands deploy QR codes merely to claim they are using the latest social media marketing tool, then QR codes are doomed to fall in the “fad” bin, never to realize their full potential. The task for marketers is to use this interactive tool to deliver useful and meaningful experiences to their users.Tips for creating QR codes:1. Have a defined purpose:-Is the purpose to provide an instructional video, a photo catalog of products, contact information or product suggestions?-Or are you looking to incentivize mobile purchasing behavior through coupons and loyalty rewards?-What is the advertiser hoping to garner – an email address, social media engagement, a phone call?-Are you seeking to provide information about a single product or about the entire brand line?2. Create a call to action (but don’t lie about the outcome)   -The message or picture by the QR code should be a call to action. Think of your QR code as a doorway, only you need to explain what’s hidden behind the door. The brief text sitting next to your code should be the world’s shortest elevator pitch. For instance, you’ll see high scan rates if your code says, “Scan this code for an exclusive gift” or “Scan this code for our lowest price.” Be sure to explain any incentive associated with the code truthfully — it will increase trust, consumer interaction and the overall return on your campaign.3. Looks matter  -Ideally, choose a QR code that somehow identifies it with you company or looks interesting- e.g., putting your logo in the QR box. This will lead to higher scan-through rates, looks better, and can assure consumers that this code is linked to your company by providing added security of the logo. Additionally, the mobile landing page is crucial to the success of the QR code campaign. Don’t use a QR code to lead consumers to your desktop website. Desktop websites don’t function well on mobile phones, and consumers might feel mislead if the message accompanying the code was intriguing. The landing site should be a continuation of the story set up by the code, deliver a special promotion such as a coupon, etc. 4. Measure of success  -The success of the QR code should not necessarily be measured by the number of scans, but rather the amount of time spent on the landing site. If users are spending several minutes on the landing site, the QR is pretty successful. “When users spend a lot of time on your QR site, it shows that you have developed something captivating — a brand worth the interaction”5. Use social metrics  -So yes, your QR code generated a ton of scans- but did your website, Facebook, Twitter receive more hits from it? Remember to look at results. Date 11-11-11Site: http://mashable.com/2011/11/11/qr-code-marketing-tips/Example: “You’re walking along a nature trail and you spot a really cool area with a sign post that has a QR Code on it. You whip out your phone, scan it, and instantly you’re able to gather information about the trail, the park, the flora and fauna of the location, park and trail history and other interesting spots to visit.” http://www.foxypropaganda.com/qr-codes-top-reasons-to-use-qrcodes/  
  • Instant- people check their phones more frequently than any other line of communicationsPersonalized- a message is being sent directly to them as opposed to an ad on a billboard directed to allTime sensitive- Ex. a food place wants to deliver a message right before lunchDeliver coupons- this is great because users can forward the coupon to their friendsMeasurable response rate- you can see how many people respond to the textsMMS: the audio and video/images could convince viewers to click on the link to your site or convince them to use the attached coupon more than text alone.
  • Identify your assumptions up frontUnpack your computer baggageIdentify the difference between needs and solutionsFocus on what makes mobile unique
  • -Location based services is one of the things that aids in context aware services.. Knowing where users are allows companies to better serve their needs “Location is one of the main enablers that deliver services to users based on their context and, Gartner expects the total user base of consumer location-based services to reach 1.4 billion users by 2014. Location-based services strive to deliver features and functionalities in tune with the user's context, taking into account the user's location, personal preference, gender, age, profession, intention and so on, thus offering a more-intelligent user experience than basic location services can. Gartner analysts believe context-aware services are a key trend for mobile apps, and location is a key enabler of that.”http://www.itbusinessedge.com/slideshows/show.aspx?c=87261
  • -Mobile give people another way to buy your products. The more times someone views a product, the more familiar they are with it and the more likely the are to buy it. Having products on mobile devices gives consumers this extra exposure.-An example is in magazines they’ll list an item and next to it it will say “text 59384 to buy this style” and you can buy right from your phone. I think even if you don’t have internet!“Today, mobile commerce is more of an extension of e-commerce but in a smaller form factor and with a more-streamlined experience. However, over the next 24 months, Gartner expects the emergence of uniquely mobile functions, such as the ability to "check in" to a store to alert a retailer that you are there, or the ability to add items to a shopping cart simply by taking a photo of an item or bar code in the physical store. In the future, Gartner expects richer mobile commerce capabilities to expand from native apps to the mobile browser as HTML5 starts to be deployed, though this will happen at a much later stage.”http://www.itbusinessedge.com/slideshows/show.aspx?c=87261 “Although near field communication (NFC) payment will be included In high-end phones from 2011, Gartner does not believe that it will become mainstream before 2015. In order to get consumers on board, payment solution providers need to address ease-of-use for users and ease-of-implementation for customers without compromising security. They also need to increase user awareness, extend the service coverage and address ease-of-use to appeal to end users.”http://www.itbusinessedge.com/slideshows/show.aspx?c=87261 
  • “Context-aware applications provide improved user experiences by using the information about a person's interests, intentions, history, environment, activities, schedule, priorities, connections and preferences to anticipate their needs and proactively serve up the most appropriate content, product or service. Mobile carriers, along with handset manufacturers, should provide expanded location services to include, among others, directory assistance, mapping, advertising and privacy controls.”http://www.itbusinessedge.com/slideshows/show.aspx?c=87261 
  • Layar basically allows one to put “layers” that display different information over the real world that you’re seeing through the lens of your mobile devices camera. It is able to recognize things around you and lay a digital icon on top of it that you can click. Different layers show different points of interest, examples being: local information, food and drink, transportation.
  • Basically, -Using mobile is a more personal way to communicate.-You can perform more targeted communication to a select few rather than a mass communication to a ton of people, and still get about the same amount of respondents.- More info from Jacob:According to Forrester Research, B2B mobile marketing will reach $106 million in 2014.B2B mobile marketing should not be that different from B2C, because at the end of the day, in B2B marketing, you are still targeting a consumer. Business decision-makers still make decisions on-the-go, just like consumers. What’s more, while it is true that your target consumer in B2B marketing may be acting in the interest of their business rather than their personal needs and desires, the two are actually quite intertwined. Something that makes a decision-maker’s business run more efficiently, or drives more revenue, and will make their job easier.With that said, there are some differences in the way this plays out in B2B mobile marketing. Many B2C mobile marketing techniques revolve around filling up consumers’ spare time, (like gamification). Your B2B consumer, by contrast, will be much more focused on using their limited time efficiently, since they won’t have spare time to fill while on the job. Use mobile marketing to help them do their job faster or better, and enable them to make quick decisions about your product or service while they’re on the road at conferences or on business trips.Mobile apps are able to bridge the gap between content and delivery, enabling B2B marketers to reach their customers and prospects on their terms, while still managing to take advantage of permission-based marketing.It is important to remember that apps can also be used to improve sales enablement and, therefore, customer relationships.  Many B2B companies have built Web sales tool kits to give salespeople access to pricing, data sheets/specs, competitive information and customer contact information.  These valuable tools can be distributed via a mobile app, which will empower your sales team when they are where they are supposed to be – on the road meeting with customers and prospects. These tools can provide better service and be more responsive if they do not have to get back to their office or fire up their laptop to get an answer to a customer. Ways for B2B marketers to optimize for mobile browsing1. Optimize your website and downloadable content. A site that looks great on someone's desktop isn't going to translate well to a tiny rectangular screen.2. Add social sharing buttons. If people love your content on their desktop computers, they'll love it on their mobile devices, too.3. Provide a click-to-call functionality. This makes it easier for the customer to contact you. You can leverage that it is easier to contact you via smartphone than it is to look up a businesses contact information on a desktop comp.4. Utilizing that cell phones are always on: Sending text messages to your B2B customers can create a more personalized approach, reinforcing your personal relationship and increasing customer loyalty. The best text message campaigns include a call-to-action and are clear to the customer. However, do not bombard your customers with daily text messages. Your messages should seem more like subtle reminders with incentives to act rather than nuisance communications providing little to no value. 
  • The following slides are examples of companies who have used the previous mentioned techniques to increase sales and further engage their customers.
  • This was an app created for UT for people shopping at the Co-op.“Texas Longhorn fans that opt-in to location services through the apps can now receive rich messages and promotions when they are near a University Co-op location. In the near future, additional features will be included in the app, such as the ability to scan barcodes and QR codes to browse product information, read ratings and reviews, and share items with social networks. The new location-based features have been integrated into the University Co-op's highly successful iPhone and Android apps through Digby'sLocalpoint Software Developer Kit (SDK), enabling the company to engage with fans directly through the app and complement its branded mobile optimized website. Through DigbyLocalpoint, the University Co-op iPhone and Android apps will help the company engage directly with its customers like never before by allowing the retailer to set up virtual perimeters or "geofences" around its locations and push rich messages, announcements and offers to consumers once they enter the geofence, while inside the store and when they leave. Localpoint can measure consumer engagement, in real-time, via web-style analytics for each store location--allowing the University Co-op to gain valuable insights about its customers to serve them better in the future.”http://www.marketwatch.com/story/the-university-co-op-launches-digby-localpoint-enhancing-its-mobile-and-in-store-strategies-with-location-based-marketing-and-analytics-2012-06-05 
  • BMW Germany wanted to remind its customers that snow tires are more of a necessity rather than luxury, especially during the winter in Germany. The luxury carmaker targeted owners of BMWs, urging them to visit a local dealership and buy a set of tires."So that's where we started rethinking MMS and the campaign," he said. "And that's where this came up, where we have the chance with one message to deliver a lot of information." BMW sent a customized MMS message to new customers just before winter to remind them to buy winter tires and to direct them to a BMW dealership to buy them.Messages were sent to 1,200 customers. The MMS message had a personalized customer greeting and recommended a specific tire. What's interesting is that all the information was in the MMS. There was no need to click through to a link, which is typical of most mobile advertising campaigns across categories and markets.The price of the tire, lists of dealerships in the area, picture and description of the tire were all included in the MMS. "It was a concrete proposal for your car instead of a very anonymous print mailing, where you have a tower of wheels which are not matched directly with your car," Mr. Mielau said.BMW Germany also created a mobile application that could be downloaded via a link in the MMS message. The application showed how different sets of tires would look on the customer's car. Also, the application featured a winter design with a snowy mountain road.A BMW Germany mobile campaign deployed to sell more winter tires is said to have achieved a 30 percent conversion rate.Site: http://www.mobilemarketer.com/cms/news/messaging/2987.htmlDate: Pretty old! April 2009 
  • In May 2011, Toyota launched its 2012 Corolla campaign targeting Asian Americans. This campaign was based around a computer generated pop star called HatsuneMiku. Toyota developed a campaign that would use QR codes and augmented reality to promote the car and also introduce this new character to the US market. They wanted to bridge the real traditional world with Toyota’s digital world. September 16, 2011, Toyota launched the augmented reality experience- a HatsuneMiku Concert. To view the augmented reality content, Toyota encouraged consumers to use their mobile phones, snap photos of the ToyoTag, and then, upon prompting by SMS text, download the Toyota Shopping Tool app for iPhone or Android. Then consumers were able to view Hatsune singing on a virtual stage alongside the 2012 Corolla. Part of the strategy was to “extend the engagement past the event,” Nelson said.ResultsToyota significantly increased app downloads, traffic and leads for the Corolla during the week of the augmented reality launch. On the night of the HatsuneMiku event and the augmented reality launch, Toyota saw a 600% percent increase in Toyota Shopping Tool app downloads. After the first night's spike, app downloads continued to outperform normal download rates throughout the week. Additionally, Corolla leads jumped by 30% that week, and time spent on the one Corolla/Miku web page outpaced time spent on the entire Corolla section of Toyota.com (including customization tools, pricing pages and demo videos). Week-over-week traffic for Corolla/Miku from September 4 to 11 increased 167%. After seven full weeks, it returned to pre-HatsuneMiku campaign levels.Site: http://www.emarketer.com/Article.aspx?R=1008733&ecid=a6506033675d47f881651943c21c5ed4Date: December 14, 2011 
  • Dunkin’ Donuts wanted to introduce its hot lattes to young adults in the Boston area. Their October campaign delivered a mobile coupon for a $0.99 small hot latte to 7,500 targeted opt-ins (high school and college age students). This was supported by Boston radio DJs on Thursday mornings that month, as well as 400,000 mobile banner ads on Boston-targeted mobile websites. SMS coupon redemption training was provided to over 1,000 Dunkin’ Donuts staff.Results: The SMS messaging, targeted WAP, and radio promotions increased in-store traffic by 21% (compare this to a 3 percent redemption rate that’s typically considered very good). 35% of participants later surveyed said they were more likely to buy Dunkin’ Donuts lattes and coffee.Findings: 17% of participants forwarded or showed the message to a friend. Promoting the coupon’s viral (“shareable”) nature helped generate more traffic and coupon redemption.Site: http://www.text-board.com/marketing/sms-marketing-examples/Date: None 
  • McDonald’s is one company that has fully embraced mobile marketing, and one seasonal campaign for McDonald’s Italy shows how effective it can be to generate response. The “Merry Xmas in the Restaurant” campaign enabled customers to enter a sweepstakes while in the restaurant and immediately win a prize. Each unique code printed on the cups won a prize (presents ranged from mobile content to physical prizes like prepaid credit cards and mobile phones). The campaign was promoted on TV and in the restaurant.Results: In five weeks, there were more than 1.5 million participants — a 25% response rate and the best result of a McDonald’s mobile marketing campaign yet.Findings: Binding guaranteed prizes to the purchase of a product with an instant sweepstakes entry mechanism (SMS) can be very effective.Site: http://www.text-board.com/marketing/sms-marketing-examples/Date: None 
  • Pretty self explanatory. 
  • -Develop a mobile strategy that you can use based on your different clients needs, business plan, and goals. -Align yourself with a partner in the mobile space…someone who can guide you through choosing what methods to use based on different scenarios and-Embracing social media is probably the easiest, and most immediate ways to start connecting with targets through mobile. Consumer reviews and the online conversation taking place about your brands carry a great deal of weight because consumers put greater trust in peers than in brands and companies themselves. This makes social media monitoring and, more importantly, social research and online reputation management crucial for your brands…-While web analytics can tell the story of consumer behavior on an regular website, consumers can sometimes be “faceless”, and just an e-mail address on a list. Two-thirds of consumers who engage in mobile commerce are willing to share personal information for customized services and products… demographic information such as age and gender can be used to optimize remarketing and customer retention tactics -The world of mobile is an ever-changing one…new trends are being implemented on a daily basis…some trends are more succesful than others, which is why it is important to educate yourself on which trends have a proven ROI based on analytics and other results. -Next time you have the opportunity to opt-in to an SMS campaign, or you see a QR code in an advertisement, try it out! The best way to see what mobile marketing strategies work best are the ones that you personally find to be valuable in your own life…
  • Mobile Marketing is the future70% of all mobile searches result in action within 1 hour. 70% of online searches result in action in one month. (Mobile Marketer, 2012)---9 out of 10 mobile searches lead to action, over half leading to purchase. (Search Engine Land, 2012)---61% of local searches on a mobile phone result in a phone call. (Google, 2012)---52% of all mobile ads result in a phone call. (xAd, 2012)Its personal We use our mobile devices for nearly everything we do – e-mail, social networking, and texting. As a result, we have made ourselves available 24/7. Our mobile devices are at our disposal at all times – and we don’t ignore them. Statistics show that we respond to 95 percent of text messages we receive and we read 30 percent of our emails on a mobile device. Experience based understanding of how to best leverage current technologies -You have to know what devices you are working with and what technological capabilities they have and work around that -Examples of effective mobile marketing- examples in previous slides- Dunkin Donuts, BMWKnow the best trends There are many different ways of utilizing mobile marketing. Be sure to always be researching “proven” methods and trends.Don’t be fooled In the world of mobile, it is easy to get caught up in the “latest and greatest” game just because there are always new techonolgies and methods being used every day. Just because something is the latest, does not make I the greatest. Make sure to have statistically accurate ROI information before investing in a new mmarketing idea. Have Fun! Because the world of mobile is ever-changing and new, it can be intimidating trying to implement mobile marketing practices in your campaigns…especially when you know that you will need it to survive. That being said, remember that the main characteristic of the mobile climate is fun. If you’re not having fun, then your not doing it right! (use Facebook and other social media outlets as examples of great mobile marketing tools that are inherently fun.)

Mobile Marketing to Your target Audience Presentation Transcript

  • 1. MARKETING TO YOURMOBILE AUDIENCEMarcus Turner, Atomic AxisLauren Davis, Alkali Marketing
  • 2. LEARNING OBJECTIVES • Why Mobile? • Leveraging Devices • Trends in Mobile Marketing • Examples of Effective Mobile Marketing • How to Start/Evolve with Mobile
  • 3. WHYMOBILE?
  • 4. WHY MOBILE: STATISTICS  There are 7 billion people on Earth. 5.1 billion own a cell phone. 4.2 billion own a toothbrush.  91% of all smart phone users have their phone within arm’s reach 24/7.  70% of all mobile searches result in action within 1 hour. 70% of online searches result in action in one month.
  • 5. WHY MOBILE: WHAT IS MOBILEMARKETING? Any activity that enables a company to communicate and actively engage with its customers via a mobile device. -m3mobile360.comUse of mobile technology for promotional purposes. Away for companies to connect with customers—anytime and anyplace. The concept is a fairly new formof permission marketing. -stevetoms.net An extension of online marketing that focuses on consumers viewing ads or websites from their mobile phones. -localsplash.com
  • 6. WHY MOBILE: MISCONCEPTIONS ABOUT MOBILEMARKETING Viewing a regular website from a mobile Laptops count too device Using the latest Mobile marketing is tootechnology is necessary costlyMobile marketing is only It’s just B to C SMS Not bus/taxi advertising Not banners on airplanes
  • 7. LEVERAGING DEVICES
  • 8. LEVERAGING DEVICES : BE AWARE OF DEVICECAPABILITIES  Identify capabilities of target market’s mobile devices  Leverage to your advantage  In-device cameras, GPS (especially location awareness), etc.  Choose marketing techniques around device capabilities
  • 9. LEVERAGING DEVICES : TURN INFLUENCERS INTOADVOCATES
  • 10. TRENDS IN MOBILEMARKETING
  • 11. TRENDS: VARIETY OF METHODS TO UTILIZE Mobile Shock and Visual Audio Awe Search Context Social QR Codes Aware Targeting Service Location Augmented SMS / MMS Based Reality Services WWW Mobile B2C & B2B (URL’s) Commerce
  • 12. TRENDS: SHOCK AND AWE MARKETING Porn Spam
  • 13. TRENDS: MOBILE VISUAL SEARCH  Obtain information on products, landmarks, books  Scan barcodes: Ex. Sephora  Disruptive Technologies coming like Google Goggles
  • 14. TRENDS: AUDIO  Audio can be used to further increase the user experience and interaction within a mobile application.  Ex. Shazam
  • 15. TRENDS: SOCIAL TARGETING/ RETARGETING  Social Targeting: Scrape social conversations on Facebook, Twitter tied to location to target users; also target connections of current target.  Retargeting: Frequently displaying a company’s ads after a consumer has visited website.
  • 16. TRENDS: QR CODES Have a defined purpose Create a Use social call to metrics action Measure of Looks success matter
  • 17. TRENDS: SMS/MMS  Instant  Personalized  Time sensitive  Deliver coupons  Measurable response rate  MMS: includes audio and video to further capture viewers
  • 18. TRENDS: WWW / URL’S  Focus on needs instead of solutions  Avoid zoom  Personalize the experience  30 seconds, make it count  Great Mobile Experiences (R. Hinman)  Are uniquely mobile  Are sympathetic to context  Speak their power
  • 19. TRENDS: LOCATION BASED SERVICES Mobile devices More specialized can give location targeting and path
  • 20. TRENDS: MOBILE COMMERCE/MOBILE PAYMENT  Gain more sales through mobile  Mobile commerce/payment is not yet mainstream but is gaining popularity
  • 21. TRENDS: CONTEXT AWARE SERVICEInformation on: Interests Activities Intentions Connections History Environment
  • 22. TRENDS: AUGMENTED REALITY  Can combine several capabilities of mobile device  Can view digital information that’s superimposed on the physical world around you  Ex. Layar  Put digital layers over the real world around you
  • 23. TRENDS: IT’S NOT JUST B2C, BUT B2B AS WELL. Commercialization of IT Mobile driving personalization Based on the individual
  • 24. EXAMPLES OF EFFECTIVE MOBILE MARKETING
  • 25. EXAMPLES : UNIVERSITY OF TEXAS CO-OP  Used: Location based services, visual search, QR codes, SMS  Purpose: Engage customers while in store, increase customer product and promotion knowledge  Results: Co-op gains new insights on customers by measuring customer engagement
  • 26. EXAMPLES : BMW  Used: MMS  Purpose: Personalized video messages to increase sale of winter tires to current customers  Results: 30% conversion rate
  • 27. EXAMPLES : TOYOTA  Used: QR Codes & Augmented Reality  Purpose: Promote campaign of computer generated pop star icon, promote Toyota Corolla  Results: Week-over-week traffic increased 167%
  • 28. EXAMPLES : DUNKIN DONUTS  Used: SMS  Purpose: Release mobile coupon for coffee  Results:  21% increase of in-store traffic  35% of participants surveyed said they were more likely to buy coffee from Dunkin Donuts  17% shared the text with a friend
  • 29. EXAMPLES : MCDONALD’S  Used: SMS  Purpose: Instantly redeem codes on packaging for prizes  Results: 25% response rate
  • 30. EXAMPLES : AMAZON  Used: Mobile Commerce, Mobile Visual Search  Purpose: Create a mobile app that draws information from the website in real time; ability to scan barcodes  Results: Increased access for shoppers
  • 31. HOW TOSTART/EVOLVE WITH MOBILE
  • 32. EVOLVE WITH MOBILE  Develop a Mobile Marketing Strategy  Align yourself with a Mobile partner  Embrace the power of Social Media  Use mobile analytics to your advantage  Research emerging technologies and trends  Become a Mobile Marketing GURU
  • 33. KEY TAKE- AWAYS
  • 34. KEY TAKE AWAYS • Mobile Marketing is here to stay • Mobile Marketing is personal, intimate, direct and ACTIONABLE. • Think mobile behavior, not mobile technology! • Don’t get caught up in the “latest and greatest”
  • 35. QUESTIONSLauren Davis Marcus TurnerPrincipal, Alkali CTO, Atomic AxisTMMarketing marcus.turner@atomicaxis.colauren@alkalimarketing.c mom
  • 36. www.AtomicAxis.com info@AtomicAxis.com 1.866.200.6650•Mobile Marketing•Mobile App Development•Mobile Strategy•Mobile Web Design•Mobile Learning