Integrating Digital Marketing Across Channels

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Integrating Digital Marketing Across Channels

  1. 1. Loyola UniversityIntegrating Digital Marketing Across Channels Short Code Management Joel Morrow CEO Mobile Fusion mobile-fusion.com joel.morrow@mobile-fusion.com 303.980.4900 office 303.949.2298 mobile @Mobile_Fusion #DMA2011
  2. 2. Bio Joel Morrow – CEO of Mobile Fusion •  Frequent industry speaker on mobile, social and digital marketing for the Direct Marketing Association (DMA), American Marketing Assoc. (AMA), National Restaurant Association, the National Retail Federation and other groups. •  Previously, Director of Product Development, Digital Ventures at Western Union where he developed and executed the companys mobile marketing strategy/roadmap and global mobile money transfer product. •  MBA from the University of Colorado at Boulder. 3© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | info@mobile-fusion.com
  3. 3. Mobile Fusion is a leading Agenda digital marketing agency•  The challenges/opportunities of a multichannel world•  Success stories and industry best practices•  Digital Marketing RoadmapTM•  Top 3 free / low-cost ideas 4 © 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | info@mobile-fusion.com
  4. 4. Mobile Fusion is a leading digital marketingClients A Few of Our agencyWhat we can do for you: 1. Use mobile, social media and digital marketing to increase engagement, brand affinity and sales. 2. Marketing programs: Mobile | Social Media | Website | Multichannel | Email | In-Store 5 © 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | info@mobile-fusion.com
  5. 5. Your customers are mobile,asocial & digital. Mobile Fusion is leading digital Are you? agency marketing 6© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | info@mobile-fusion.com
  6. 6. Dumb Mistake to Avoid: QR Codes 7© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | info@mobile-fusion.com
  7. 7. Best Practice: Connect Offline to Online…©  2008-­‐2010  Mobile  Fusion  |  All  Rights  Reserved  |  Confiden=al  |  mobile-­‐fusion.com  |  720.963.8000  |  800.431.8556  |  info@mobile-­‐fusion.com  
  8. 8. …from web to social media…©  2008-­‐2010  Mobile  Fusion  |  All  Rights  Reserved  |  Confiden=al  |  mobile-­‐fusion.com  |  720.963.8000  |  800.431.8556  |  info@mobile-­‐fusion.com  
  9. 9. …to deliver coupons on the mobile phone...©  2008-­‐2010  Mobile  Fusion  |  All  Rights  Reserved  |  Confiden=al  |  mobile-­‐fusion.com  |  720.963.8000  |  800.431.8556  |  info@mobile-­‐fusion.com  
  10. 10. … and drive World of Mouth Marketing.©  2008-­‐2010  Mobile  Fusion  |  All  Rights  Reserved  |  Confiden=al  |  mobile-­‐fusion.com  |  720.963.8000  |  800.431.8556  |  info@mobile-­‐fusion.com  
  11. 11. Poll Question•  How many Americans have a Facebook account? 1. 33% 2. 48% 3. 60% 12 © 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | info@mobile-fusion.com
  12. 12. Poll Question•  How many Americans have a Facebook account? 1. 33% 2. 48% 3. 60%Source: Facebook, May, 2011. 13 © 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | info@mobile-fusion.com
  13. 13. Phase 2 – Run: Vail’s EpicMix integrates on-mountain, online, social & mobile to earn its price premium. 14
  14. 14. On your computer or mobile phone… 15© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | info@mobile-fusion.com
  15. 15. Connect with friends… 16© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | info@mobile-fusion.com
  16. 16. Results: Vail’s EpicMix First Year•  100,000 guests activated = 15% adoption.•  275,000 social posts on Facebook & Twitter•  35 million social impressions*•  2011/2012 season pass sales: +19% increase with +27% revenueSources: •  VailResorts.com, 8.31.2011 press release •  VailResorts.com, Q3, 2011 quarterly financial results. •  Based on Vail’s assumption of Facebooks estimate of 130 friends per person. 17 © 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | info@mobile-fusion.com
  17. 17. Integrate Across Channels Mobile WebsiteDesktop SignageWebsite Email Text Message Facebook Post 18 © 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | info@mobile-fusion.com
  18. 18. Increase responseis a leading Mobile Fusion rates by adding mobile to traditionalagency digital marketing marketingCampaign: •  Mobile Fusion implemented a QR code on its direct mail campaign to drive recipients to view a YouTube video and request more information through a mobile webpage form. Results: •  266 people viewed YouTube video •  36 people requested more information 13.5% conversion rate 19 © 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | info@mobile-fusion.com
  19. 19. PizzaHut.com/Apps 20©  2008-­‐2010  Mobile  Fusion  |  All  Rights  Reserved  |  Confiden=al  |  mobile-­‐fusion.com  |  720.963.8000  |  800.431.8556  |  info@mobile-­‐fusion.com  
  20. 20. Poll Question•  Who owns the data on your Facebook Page? 1. You 2. Mark Zuckerberg 21 © 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | info@mobile-fusion.com
  21. 21. Poll Question•  Who owns the data on your Facebook Page? 1. You 2. Mark Zuckerberg •  Facebook owns your data, not you. •  It can change its rules anytime, including restricting your Facebook Fan Page. •  Best practice: Seek to collect name, email and mobile phone number from your fans so you can re-engage outside of Facebook’s “wall garden.” 22 © 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | info@mobile-fusion.com
  22. 22. Mobile Fusion Best PracticePhase 1 – Walk: ….Increase # of Likes to build Facebook database andword of mouth © 2008-2010 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | info@mobile-fusion.com 23
  23. 23. Lightly Engaging Conversations Are Key … 24© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | info@mobile-fusion.com
  24. 24. … obtain email and mobile phone # for future direct marketing and… 25© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | info@mobile-fusion.com
  25. 25. ….drive word of mouth advertising. Published to fan’s Facebook network. 26© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | info@mobile-fusion.com
  26. 26. Use Digital | Social | is a leading Mobile Fusion Mobile to advance each stage marketing agency digital of the Purchase Funnel Awareness | Research TV | print | social | mobile Shopping  |  Engage   QR  code|  search/PPC  |  Facebook   Purchase   (store  |  web  |  phone)   Post-­‐purchase   support    +   Cross-­‐sell   Brand   Advocate   27© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | info@mobile-fusion.com
  27. 27. Phase 1 - Walk: Don’t replicate your website on the mobilephone. Prioritize the top 3-5 things customers are seeking 28© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | info@mobile-fusion.com
  28. 28. Build Email and Mobile Databases 29© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | info@mobile-fusion.com
  29. 29. Mobile Fusion Case StudyPhase 2 – Run: Use mobile for slow times and at the last minute to driveincremental sales on slow days/times and during seasonal promotions EdibleArrangements.com Father’s Day promo results = 365% ROI with 1.6% buy rate (11x higher than email’s 0.15%) 30 © 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | info@mobile-fusion.com
  30. 30. Though  mobile  video,  create  brand  believers  ©  2008-­‐2010  Mobile  Fusion  |  All  Rights  Reserved  |  Confiden=al  |  mobile-­‐fusion.com  |  720.963.8000  |  800.431.8556  |  info@mobile-­‐fusion.com  
  31. 31. B2B: Tell Your Story on Printed Materials (biz card, trade show booth) Best  Prac*ce   Add  Text  Call  to   Ac=on  for  2/3rd   of  Americans   without  a   Smartphone  ©  2008-­‐2010  Mobile  Fusion  |  All  Rights  Reserved  |  Confiden=al  |  mobile-­‐fusion.com  |  720.963.8000  |  800.431.8556  |  info@mobile-­‐fusion.com  
  32. 32. DigitalProposed Solution TM Marketing Roadmap 33© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | info@mobile-fusion.com
  33. 33. Digital Marketing RoadmapTMPhase 1-Walk Phase 2-Run Phase 3-Leap Execute eCRMBuild Capabilities Campaigns Right msg @ right Across Channels time via right channel 34 © 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | info@mobile-fusion.com
  34. 34. Digital Marketing Roadmap Call or email for copy of our Digital Marketing Roadmap with multichannel marketing calendar Joel Morrow CEO Mobile Fusion mobile-fusion.com jmorrow@mobile-fusion.com 303.980.4900 office© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | info@mobile-fusion.com
  35. 35. Top 3 Free / Low-Cost Ideas1.  Fix website on mobile phone with single mobile webpage with contact info.2.  Add Like Us button to website home page and move above fold.3.  Create and share company-wide multichannel marketing calendar. 36 © 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | info@mobile-fusion.com
  36. 36. Conclusion: Why multichannel should be a priority1.  Bad customer experience2.  Stop working hard doing the wrong things3.  Enhance career marketability inside and outside your company 37 © 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | info@mobile-fusion.com
  37. 37. Questions•  Email or provide card for copy of presentation Joel Morrow CEO Mobile Fusion mobile-fusion.com joel.morrow@mobile-fusion.com 303.980.4900 office 303.949.2298 mobile @Mobile_Fusion twitter #DMA2011 twitter LinkedIn.com/in/JoelMorrow 38 © 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | info@mobile-fusion.com
  38. 38. Proposed Solution Appendix 39© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | info@mobile-fusion.com
  39. 39. Mobile Fusion is a leading Social Media Stats digital marketing agency•  150  /  309  million  or  48%  Americans  use  Facebook  (source  Facebook,  US   Census,  5.22.2011)  •  50%  of  its  ac=ve  users  access  Facebook  via  mobile  (Source:  Facebook).  •  Those  who  access  Facebook  via  their  mobile  device  are  proven  to  be  twice  as   ac6ve  as  those  who  don’t.  •  The  average  American  Internet  user  watches  30  minutes  of  video  online  per   day  [40  percent  increase  over  2009]  (comScore)  Compared  to  5  hours  of   television  per  day   40 © 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | info@mobile-fusion.com
  40. 40. Mobile Fusion is a leading Mobile Stats digital marketing agency Mobile Statistics 1)  More text messages / day than voice calls on mobile phone.1 2)  97% of text messages are opened with 83% opened within one hour.2 3)  In October, 2010: 7 of 10 Americans texted; 36% used the mobile web; 1 in 4 used social media.3 4)  52% of shoppers use smartphones to compare prices, 37% locate retailers via smartphone, 23% of shoppers make purchases via their mobile phone.4 5)  1/3rd of Facebook’s 600 million users access via mobile.5 Mobile Trends Our mobile devices are the foundation of our digital lives They are becoming our digital “Swiss army knife” Mobile & Social Media are synonymous as consumers use mobile as their frequent devices to check Facebook, get directions, view store hours, check pricesSources:1 CTIA-The Wireless Association (trade association of U.S. wireless carriers). 4 Google, “Think Holiday,” August 2010.2 New York Times, 9.23.2008-2010 article quoting U.S. wireless carrier research. 5 Facebook, 2010. 413 ComScore MobiLens study, October, 2010. © 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | info@mobile-fusion.com

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