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Mobile Marketing: Supercharge Your Brand From Your Customer's Pocket

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Kurt Karlenzig and Michael Oliver of The Marketing Store presented at the ACA 360: Focus on Digital conference 2011. The Marketing Store is a global brand activation agency specializing in consumer …

Kurt Karlenzig and Michael Oliver of The Marketing Store presented at the ACA 360: Focus on Digital conference 2011. The Marketing Store is a global brand activation agency specializing in consumer promotions (including promotional games), loyalty programs, digital/mobile, and CRM.

Knowledge of game mechanics and gamification, mobile promotions and brand activation can help marketers develop a promotional strategy to increase sales.

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  • 1. Mobile Marketing:Supercharge Your BrandFrom Your Customer’s Pocket Michael Oliver Kurt Karlenzig The Marketing Store Worldwide © 2011 The Marketing Store. All rights reserved. .
  • 2. Michael J Oliver Kurt Karlenzig @michaeljoliver @KurtkarThe Marketing Store Worldwide @marketingstore tmsw.com © 2011 The Marketing Store. All rights reserved. .
  • 3. Established in 1986 904 people worldwide Part of the HAVI groupbirmingham | buenos aires | chicago | hong kong | londonparis | santiago | sao paolo | shanghai | sydney | toronto © 2011 The Marketing Store. All rights reserved. .
  • 4. 2 © 2011 The Marketing Store. All rights reserved. .
  • 5. Mobile MarketingSupercharge Your Brand From Your Customer’s PocketAgendaGrowthBehaviorGamificationMarketing Opportunities:DEVELOPING YOUR ROADMAP2 © 2011 The Marketing Store. All rights reserved. .
  • 6. GROWTH3 © 2011 The Marketing Store. All rights reserved. .
  • 7. Massive Mobile Adoption SOURCE-­‐  MARY  MEEKER-­‐  MORGAN  STANLEY  4 © 2011 The Marketing Store. All rights reserved. .
  • 8. Mobile gets smarter ...2000 2007 © 2011 The Marketing Store. All rights reserved. .
  • 9. SMARTPHONES OUTSOLD PCS for the first time ever in Q4 2010 PCs SMART PHONES 92.1  MM 100.9  MM UNITS UNITS SOURCE-­‐  IDC  DATA6 © 2011 The Marketing Store. All rights reserved. .
  • 10. 2013Mobile web useis predicted to eclipsefixed internet use by the end of © 2011 The Marketing Store. All rights reserved. .
  • 11. There  are  more  mobile  phones  in  the  world  than  toothbrushes  >90%  Americans  have  phone  withinreach  24/7Average  response  Nme  for  email  is  48  hours-­‐  4  minutes  for  a  textMobile  Coupons  have  10x  redempNon © 2011 The Marketing Store. All rights reserved. .
  • 12. Social web is mobile © 2011 The Marketing Store. All rights reserved. .
  • 13. “Revolution doesn’t happenwhen society adopts newtechnology –it happens when societyadopts new behaviours” - Clay Shirky © 2011 The Marketing Store. All rights reserved. .
  • 14. New Behaviour SOURCE-­‐  MARY  MEEKER-­‐  KPCB  -­‐  FEB  2011 © 2011 The Marketing Store. All rights reserved. .
  • 15. Rapidly changing environment for marketing 2 © 2011 The Marketing Store. All rights reserved. .
  • 16. BEHAVIOUR © 2011 The Marketing Store. All rights reserved. .
  • 17. BEHAVIOUR SOURCE-­‐  EMARKETER-­‐  MARCH  2011 © 2011 The Marketing Store. All rights reserved. .
  • 18. Moms & AppsShopping Apps - US Mom Smartphone OwnersRetailer apps(Walmart,  Target,  Etc.) 52% Deal sites (Groupon, Etc.) 49% Barcode scanners 42%Coupon apps 37% Price comparison Location-based apps for nearby deals 22% 34% SOURCE-­‐  EMARKETER-­‐  MARCH  2011 © 2011 The Marketing Store. All rights reserved. .
  • 19. © 2011 The Marketing Store. All rights reserved. .
  • 20. Our Customers Growing Interest in Mobile Interaction2009 2010 2011Over 1 MM codes 70% of audience >25% web visitsWere entered via mobile Voted via mobile sms via mobile © 2011 Hasbro © 2011 The Marketing Store. All rights reserved. .
  • 21. © 2011 The Marketing Store. All rights reserved. .
  • 22. © 2011 The Marketing Store. All rights reserved. .
  • 23. © 2011 The Marketing Store. All rights reserved. .
  • 24. The Angry Bird Effect© 2011 Rovio © 2011 The Marketing Store. All rights reserved. .
  • 25. © 2011 Rovio © 2011 The Marketing Store. All rights reserved. .
  • 26. GAMIFICATIONGAMIFICATIONInfluence + Engagement © 2011 The Marketing Store. All rights reserved. .
  • 27. 2000-2010 Social Layer Connections + Connectivity © 2011 The Marketing Store. All rights reserved. .
  • 28. 2008 - Facebook Connect2000-2010 Social Layer Connections + Connectivity © 2011 The Marketing Store. All rights reserved. .
  • 29. 2010 - Facebook Open Graph2000-2010 Social Layer Connections + Connectivity © 2011 The Marketing Store. All rights reserved. .
  • 30. 2010-2020 Game Layer Influence + Engagement2000-2010 Social Layer Connections + ConnectivityThe game layer on top of the worldSeth Priebatsch © 2011 The Marketing Store. All rights reserved. .
  • 31. GamificationThe process of using game thinking and game mechanicsto solve problems and get people to do stuff. © 2011 The Marketing Store. All rights reserved. .
  • 32. game thinking & mechanics +++ Status + Sticky Access Cost Power + Stuff +++Gamification - Designing for EngagementGabe Zichermann © 2011 The Marketing Store. All rights reserved. .
  • 33. game thinking & mechanics Turns Action points Auction or bidding Capture/Eliminate Catch-up Dice Movement Resource management Risk and reward Role-playing Tile-laying Game modes Goals Loss avoidance Piece elimination Puzzle guessing Races Structure building Territory control Victory points Combination conditions © 2011 The Marketing Store. All rights reserved. .
  • 34. AR(Augmented Reality) X Motion Sensor X GPS X Coupon = iButterfly © 2011 The Marketing Store. All rights reserved. .
  • 35. I gain points User Value Business ValueThe Gamification Battlefield I check inBuster Benson, The Game Always Wins © 2011 The Marketing Store. All rights reserved. .
  • 36. You get answers & build reputation, we grow our platform User Value Business ValueThe Gamification BattlefieldBuster Benson, The Game Always Wins © 2011 The Marketing Store. All rights reserved. .
  • 37. { Loyalty vs. Engagement Emotions vs. DemographicsGamification Metrics Rule Design for Motivation Design Over Time © 2011 The Marketing Store. All rights reserved. .
  • 38. © 2011 The Marketing Store. All rights reserved. .
  • 39. Know the engagement style of your players What’s your Engagement Style?! Acting! Express! Express Compete! Compete Content! Players! Explore! Explore Collaborate! CollaborateSmart Gamification Interacting!Amy Jo Kim, Ph.D. © 2011 The Marketing Store. All rights reserved. .
  • 40. Know the engagement style of your players What’s your Engagement Style?! Acting! Build Create Win Challenge Design Purchase Express! Express Compete! Compete Decorate Showoff Choose Taunt Customize Compare Content! Players! Collect Comment Like View Rate Greet Vote Explore! Explore Collaborate! Collaborate Share Review Help Curate GiveSmart Gamification Interacting!Amy 40 Kim, Ph.D. Jo © 2011 The Marketing Store. All rights reserved. .
  • 41. Know the engagement style of your players What’s your Engagement Style?! Acting! Build Challenge Express! Express Compete! Compete Content! Players! Explore! Explore Collaborate! Collaborate Curate GiveSmart Gamification Interacting!Amy 41 Kim, Ph.D. Jo © 2011 The Marketing Store. All rights reserved. .
  • 42. Recency Frequency Engagement = Duration Virality(sharing) RatingsGamification - Designing for EngagementGabe Zichermann 42 © 2011 The Marketing Store. All rights reserved. .
  • 43. 43 © 2011 The Marketing Store. All rights reserved. .
  • 44. ROAD MAP18 © 2011 The Marketing Store. All rights reserved. .
  • 45. Developing a Mobile Marketing Plan © 2011 The Marketing Store. All rights reserved. .
  • 46. DEVELOPING MOBILE OFFERINGMapping offerings to unique capabilities of mobile © 2011 The Marketing Store. All rights reserved. .
  • 47. Developing Mobile OfferingMapping elements to customer lifestyle and interests © 2011 The Marketing Store. All rights reserved. .
  • 48. ExamplesSocial  Connec+ons Payments   Ordering © 2011 The Marketing Store. All rights reserved. .
  • 49. Examples © 2011 The Marketing Store. All rights reserved. .
  • 50. Examples © 2011 The Marketing Store. All rights reserved. .
  • 51. Examples © 2011 The Marketing Store. All rights reserved. .
  • 52. Key Takeaways• Mobile web reach has hit a mass adoption tipping point.• SoLoMo behaviour is flipping marketing models• New behaviour is evolving around the always on always connected lifestyle requiring new engagement models• Marketers must approach mobile with a plan to deliver experience and value• Build a roadmap and strategy around the intersection with your customers lifestyle and your brand © 2011 The Marketing Store. All rights reserved. .
  • 53. Thank youMichael J Oliver Kurt Karlenzig @michaeljoliver @kurtkarThe Marketing Store Worldwide @marketingstore tmsw.com © 2011 The Marketing Store. All rights reserved. .