Driving	
  Sales,	
  Engagement,	
  and	
  
Loyalty	
  Through	
  Mobile	
  Marke;ng
Jeff	
  Hasen,	
  Mobiviy
Michael	
  B...
Your	
  Instructors
• Jeff	
  Hasen,	
  Chief	
  Marke;ng	
  Officer,	
  Mobivity,	
  
and	
  Author
– @je.asen

• Michael	
 ...
Our	
  Road	
  Ahead
• Part	
  1:	
  Mobile:	
  No	
  Longer	
  A	
  Nice-­‐To-­‐Have	
  In	
  Your	
  
Marke;ng	
  Mix
• ...
PART	
  1
Mobile:	
  No	
  Longer	
  A	
  Nice-­‐To-­‐Have	
  In	
  Your	
  
Marke;ng	
  Mix

4
Why	
  Mobile	
  –	
  high-­‐level	
  overview	
  
of	
  opportunity	
  

5
Consider	
  All	
  That	
  You	
  Can	
  Imagine
• Take	
  a	
  trip	
  to	
  a	
  faraway	
  land
Fleet-­‐Footed	
  Wieners
• Run,	
  Tito,	
  run
Flying	
  Children
• Away	
  they	
  go
Cashing	
  In(Bound)
• Dollars	
  from	
  heaven
Mobile	
  Pixie	
  Dust
• Magic	
  apps
• Cash-­‐removing	
  
wallets
Sell	
  More	
  Stuff
• Everything	
  has	
  changed
• Nothing	
  has	
  changed
Winds	
  Blowing	
  In	
  New	
  Era
• Time-­‐crunched	
  
society
• You	
  can’t	
  fish	
  
where	
  the	
  fish	
  were
Life	
  of	
  a	
  Marketer
• Not	
  enough	
  ;me
• Belief	
  that	
  safe	
  won’t	
  get	
  
you	
  fired
• Silos
• Mana...
Life	
  of	
  a	
  Mobile	
  Subscriber
• Connected	
  24/7
• Researching,	
  
interac;ng,	
  shopping	
  
with	
  device
...
The	
  Technology	
  Divide	
  Is	
  Shrinking
• Nearly	
  40	
  percent	
  of	
  
55-­‐64	
  year	
  olds	
  have	
  
a	
...
The	
  Two	
  Need	
  To	
  Meet
• Complementary	
  needs
It’s	
  Why	
  I	
  Wrote	
  Mobilized	
  MarkeOng
• Learn	
  from	
  three	
  
dozen	
  marketers
• Find	
  out	
  how	
 ...
Key	
  Findings
• Mobile	
  is	
  no	
  longer	
  a	
  
“nice	
  to	
  have”
• “Meat	
  and	
  potatoes”	
  
ohen	
  feed	...
Key	
  Findings
• Mobile	
  bridges	
  
distance	
  and	
  
genera;on
• Marketers	
  can’t	
  
afford	
  to	
  wait	
  un;l...
Key	
  Findings
• If	
  you	
  aren’t	
  going	
  to	
  
do	
  mobile,	
  can	
  you	
  
say	
  the	
  same	
  about	
  
y...
The	
  Passive	
  Has	
  Become	
  InteracOve
• Interact	
  to	
  sell	
  more
• Give	
  consumers	
  
choice
“You	
  Can’t	
  Move	
  A	
  Mall”
• Shoppers	
  
increasingly	
  choose	
  
on	
  ameni;es	
  like	
  
clean	
  bathroom...
34	
  Cars	
  Sold	
  In	
  One	
  Day
• Combina;on	
  of	
  
tradi;onal	
  media	
  
and	
  mobile
• Dollars	
  worked	
 ...
Advice	
  From	
  Marketers
• Find	
  the	
  ;me
• Be	
  brave
• Give	
  your	
  target	
  choice	
  
Advice	
  From	
  Marketers
• Don’t	
  bet	
  it	
  all
• Don’t	
  forget	
  feature	
  phone	
  users
• Don’t	
  put	
  m...
Consumer	
  Behavior	
  and	
  Interest
An	
  Evolu;onary	
  Trend	
  Not	
  to	
  be	
  Ignored

26
Understanding	
  Change
Banking

Credit

Insurance

Computers

Watch
Internet
Camera
Mobile

Telecoms

Mapping
Advertising...
7,094,284,785
People
Source:
	
  hlp://www.census.gov/popula;on/interna;onal/data/idb/worldpopinfo.php,	
  	
  
June	
  20...
And	
  we’re	
  increasingly	
  connected

3,250,000,000
Unique	
  Mobile	
  Users	
  
(7.4B	
  mobile	
  connecTons,
12.5...
Mobile	
  Malers
The U.S. Consumer
88.8%	
  own	
  a	
  mobile	
  device
20%	
  of	
  their	
  media	
  Tme	
  spent	
  in...
We’re	
  never	
  far	
  away

31
<
32
By	
  2020
13,311,666,640,184,600	
  
devices	
  connected	
  to	
  the	
  Internet)
Source:	
  Cisco	
  2013

33
MOBILE	
  HAS	
  CAUSED	
  AND	
  ENABLED	
  AN	
  
IRREVOCABLE	
  CHANGE	
  IN	
  CONSUMER	
  BEHAVIOR
There is a seismic...
Media	
  Has	
  Evolved

35
This	
  is	
  really	
  happening

36
Media	
  consumpTon	
  has	
  

Source:	
  Navigating the new multi-screen world: Insights show how consumers use differen...
Nature	
  of	
  Media	
  Has	
  Evolved

38
Text	
  Message	
  STll	
  Significant

39
We	
  love	
  to	
  text

40
Email	
  has	
  Evolved

Source:	
  Return	
  Path,	
  2012

41
Source:	
  hbp://blogs.denverpost.com/opinion/2013/08/09/cartoons-­‐of-­‐the-­‐day-­‐back-­‐to-­‐school/41207/
42
TIme	
  of	
  Day	
  Malers

Source: Google,	
  2012;	
  	
  comScore: Share of Browser-Based Page Traffic by Hour for Comp...
44
Social	
  Media	
  &	
  Neworking
U.S. consumer spends an average of 2 hours and 38 minutes per day on smartphones and tab...
Search	
  Has	
  

19

Source: Google (2013). “How	
  Mobile	
  Is	
  Transforming	
  the	
  Shopping	
  Experience	
  in	...
4	
  million	
  mobile	
  transacKon/per	
  week
10%	
  of	
  U.S.	
  Revenues

Source:	
  Noah	
  Elkin	
  and	
  Rachel	...
Shopping	
  has	
  Evolved

48
Mobile	
  User	
  Various	
  Throughout	
  the	
  Path-­‐to-­‐Purchase

17%

21%
37%

5%
14%

8%
11%
64%
44%

Gas/Convenie...
But	
  what	
  does	
  this	
  all	
  mean?

13
Mobile	
  Impacts	
  Sales
“Those	
  that	
  have	
  our	
  app	
  make	
  twice	
  as	
  many	
  trips	
  to
	
  the	
  s...
Not	
  just	
  consumer	
  change

It’s wave of change that has potential to invigorate business of all types and all size...
PayPal	
  Beacon
• Any	
  store	
  
running	
  Point-­‐
of-­‐Sale	
  systems	
  
compa;ble	
  with	
  
PayPal,	
  
includi...
If	
  an	
  eight-­‐year	
  old	
  can	
  do	
  it

54
If	
  an	
  eight-­‐year	
  old	
  can	
  do	
  it

55
Mobile’s	
  ImpacTng	
  Every	
  Industry
Banking

60%

Credit

Insurance

Computers

60%

60%

Watch

Internet

Camera
Mo...
•
•
•
•
•

Some	
  Nuances

Ethnicity
Loca;on/Geography
Time	
  and	
  loca;on	
  of	
  engagement
Device	
  ownership
Tra...
Consumers	
  Use	
  MulTple	
  Devices

58
Demo	
  (Age,	
  Income...)	
  Malers

Source:	
  Business	
  Insider	
  2013

59
Ethnicity	
  Mabers

Lopez, Mark Hugo, Gonzalez-Barrera, Ana, & Patten, Eileen. (2013). Closing the Digital Divide: Latino...
Device	
  Malers

Source: Mobile Path to Purchase. (2013). Retrieved September 2,
2013, from http://www.mobilepathtopurcha...
Local	
  Malers
40%~43%	
  of	
  consumers	
  prefer	
  loca;on	
  
relevant	
  in-­‐app	
  mobile	
  ads

Source: Experia...
Consumers	
  worry	
  about	
  their	
  data

63
SimilariTes,	
  Differences	
  In	
  Device	
  
Types

64
The	
  QuesOons	
  We’ll	
  Tackle
• What	
  are	
  the	
  best	
  use	
  cases	
  involving	
  feature	
  
phones?
• What...
The	
  QuesOons	
  We’ll	
  Tackle
• Does	
  one	
  device	
  more	
  than	
  another	
  lead	
  to	
  sales?
• What	
  is...
Best	
  Use	
  Cases	
  Involving	
  Feature	
  Phones
• The	
  forgolen	
  bunch	
  
could	
  be	
  valuable	
  to	
  
yo...
Coca	
  Cola	
  Moves	
  To	
  Mobile	
  
• 70	
  percent	
  of	
  Coke’s	
  
mobile	
  dollars	
  are	
  
spent	
  on	
  ...
The	
  Program’s	
  Elements
• Music,	
  sports	
  and	
  
mobile
• SMS	
  provided	
  alerts,	
  
links,	
  a	
  way	
  t...
Is	
  A	
  Feature	
  Phone	
  Program	
  Right	
  For	
  You?
• Depends	
  on	
  your	
  
target	
  audience
• Does	
  it...
Best	
  Use	
  Cases	
  Involving	
  Smartphones
• More	
  than	
  half	
  now	
  
carry	
  sophis;cated	
  
devices
• Exp...
“True	
  Blood”	
  Takes	
  Over	
  Screen
• Immersive,	
  break-­‐through	
  execu;on	
  got	
  
no;ced	
  and	
  discuss...
Should	
  You	
  Market	
  Via	
  Smartphones?
• Depends	
  on	
  whether	
  
your	
  audience	
  carries	
  
them
• Does	...
Do	
  You	
  Need	
  Phone	
  Strategy,	
  Tablet	
  Strategy	
  or	
  Both?

• Factors	
  include	
  
target’s	
  device	...
Macy’s	
  Buys	
  Into	
  Employing	
  Both
• Efforts	
  account	
  for	
  
different	
  users,	
  day	
  
parts,	
  behavio...
Is	
  Using	
  Tablets	
  and	
  Phones	
  Right	
  
• One	
  size	
  does	
  not	
  fit	
  
all
• Depends	
  on	
  many	
 ...
What’s	
  A	
  Phablet	
  &	
  Should	
  You	
  
• Devices	
  with	
  screen	
  
between	
  5	
  and	
  7	
  
inches
• Use...
Phabet	
  Use	
  Cases
• Those	
  who	
  market	
  
with	
  lots	
  of	
  text	
  in	
  
ads
• Others	
  who	
  seek	
  
h...
Are	
  Devices	
  Equal	
  In	
  Pushing	
  Sales?
• Simply,	
  the	
  answer	
  is	
  
no
• Feature	
  phones	
  are	
  
...
Analyzing	
  Shopper	
  Behaviors
• Users	
  spend	
  more	
  
;me	
  with	
  tablets	
  –	
  
and	
  spend	
  more	
  
mo...
Factors	
  To	
  Consider
• Your	
  customers	
  and	
  
prospects	
  must	
  use	
  
tablets	
  for	
  the	
  choice	
  
...
Is	
  Responsive	
  Design	
  Clear	
  Answer?
• Idea	
  is	
  to	
  provide	
  an	
  
op;mal	
  web	
  viewing	
  
experi...
Best	
  PracOces	
  In	
  Marrying	
  Mobile	
  
• Mobile	
  doesn’t	
  sit	
  on	
  
an	
  island
• Successful	
  program...
How	
  To	
  Pull	
  It	
  Off
• Mobile	
  gets	
  a	
  seat	
  at	
  
the	
  concep;on	
  phase
• Consider	
  mobile	
  
a...
IntegraTng	
  mobile	
  in	
  markeTng	
  
mix	
  

85
MISR	
  image	
  of	
  the	
  Central	
  Amazon	
  
Mobile	
  Is	
  The	
  Heart	
  of	
  Evolu;onary	
  Change

Messaging
Browsing
Downloading
Calling

Digital
markeOng

Tra...
Mobiles…enabling	
  a	
  vast	
  range	
  of	
  

Source:	
  ABInBev	
  (2013).	
  “The	
  Power	
  of	
  Mobile	
  Innova...
The	
  mobile	
  media	
  paths…consider	
  

Apps

We

Search

Social media

Emai
l

b

Personal
How can we
tailor the ex...
It	
  is	
  About	
  Engagement:	
  Two	
  Sides
Mobile Advertising

Marketer Initiated

Engagement
(Contextual)

Mobile-e...
Index	
  of	
  Mobile	
  MarkeTng	
  Services
•

Mobile	
  Adver;sing	
  
–
–

Display

–

Search

–

Rich	
  Media

–
•

...
High-­‐level	
  Warning

92
“Your	
  Free	
  Mobile	
  SEO	
  Trial	
  is	
  Over”

“…we	
  plan	
  to	
  roll	
  out	
  several	
  
ranking	
  change...
Fortune	
  100	
  Mobile	
  Recap
94%	
  Face	
  Mobile	
  Ranking	
  Risks
Elias St. Elmo Lewis

1889

Elias	
  St.	
  Elmo	
  Lewis
March	
  23,	
  1872–March	
  18,	
  1948

27
29
32
So Toys ‘R Us developed a strategy
Delivery of a SEAMLESS Shopping Experience Across All Fulfillment Channels
that Maximiz...
30
The	
  Funnel	
  Has	
  Evolved
Mobile	
  Marke;ng

[ { } ]
Upper	
  Funnel

Awareness

Lower	
  Funnel

Preference

Consi...
Starbucks	
  customer	
  
DIGITAL	
  TOUCHPOINTS

Opt-­‐in

Augmented	
  reality

App	
  promo

mobile	
  
adverOsing

QR	...
Media	
  Examples

103
Recommended	
  opTmized	
  share	
  
While the average optimized mix in mobile is 7%, that figure
likely is lower for low i...
The	
  Dollars	
  Are	
  Following	
  the	
  Consumer
By 2017 mobile will account for 16% for all U.S. Ad Spending,
over 5...
106
Dollars	
  Going	
  Local
• 91%	
  of	
  Brand	
  
Execu;ves	
  plan	
  to	
  
increase	
  their	
  
investments	
  in	
  ...
SEARCH	
  DOMINATES	
  AS	
  OTHER	
  
FORMATS	
  GROW

Source:	
  BIA	
  Kelsey,	
  2013

108
Spending	
  Type	
  Varies	
  by	
  Medium	
  
&	
  Region

109
Case	
  study:	
  Roaming	
  geo-­‐fence
OBJECTIVE	
  
Drops

Increase	
  purchases	
  of	
  Halls	
  Cough	
  

SOLUTION	...
Ad	
  IncenTvized

111
Expanding	
  Media

1

2

3
Feature Icons are
highlighted with a
Description once you
tap
on it.
You can drag and
drop
Feature Icons into the
Saved Fe...
You can swipe or tap
on the white arrow
buttons in
mid-frame to enter the
next
room.

7
19

8

9
Somo Copyright & Confiden...
10
20

11
Somo Copyright & Confidential
AUDI A3

INNOVATIVE INTERACTIVE MEDIA

§

OBJECTIVE – engage users in the new A3 interior and
convert users to test drive...
Rich	
  Media

h*ps://dl.dropboxusercontent.com/u/23192908/NaKonalUniv/Week2/97811923.mp4
117
Home	
  Screen

118
NaTve	
  AdverTsing

Source:	
  Sharethrough	
  (2013)

119
Mobile	
  Throughout	
  the	
  Journey

120
Text	
  Ads

For	
  more	
  Info	
  contact:	
  Chris	
  Wayman	
  at	
  Merkle	
  (cwayman@merkleinc.com)

121
FunMobility's	
  Mobile	
  Coupons

122
SMS	
  Traffic	
  GeneraTon
Business:	
  3	
  Dairy	
  Queen	
  restaurants.
Challenge:	
  Boost	
  store	
  traffic	
  
Idea:...
Samsung	
  Poster

h*p://www.youtube.com/watch?v=vjq5GNiIBDY

124
Hijack	
  the	
  guest

125
Guinness	
  Hidden	
  QR	
  
• Guinness	
  introduced	
  promoTonal	
  glasses	
  with	
  hidden	
  QR	
  
codes.	
  The	
...
Bring	
  the	
  product	
  to	
  the	
  customer

127
Bos	
  Icetea	
  Sampling	
  through	
  Tweet

128
US:	
  Shazaming	
  TV	
  Commercials
•

•
•

•
•
•
•

Featured	
  music	
  –	
  Shazam	
  has	
  leveraged	
  its	
  
ric...
AXE	
  Call	
  Me	
  -­‐	
  Singapore

h*p://www.youtube.com/watch?v=a2sFeESB5ZY

AXE direct response
760 million interact...
Triggering	
  Engagement	
  with	
  **

ß

131
Make	
  is	
  Locally	
  Relevant

132
Every	
  Surface	
  Opp.	
  for	
  Ad

h*p://www.youtube.com/watch?v=HAQh-­‐_nFH-­‐s

133
Hyper-­‐local	
  Engagement/Offers
BLE	
  4.0

Source:	
  hbp://www.swirl.com/plazorm.html

134
Taking	
  The	
  Store	
  to	
  Consumers

The future of mobile is here.
Consider	
  the	
  story	
  and	
  point	
  
engagement

Amazon Launches Mayday For Its New Kindle Fire Tablets

136
Making	
  a	
  difference

hbp://www.youtube.com/watch?v=VS3ThxPrlVo

137
Mobile
Every	
  surface	
  is	
  media
Every	
  surface	
  “can	
  be”	
  interac;ve
Every	
  moment	
  is	
  a	
  ;me	
  ...
PART	
  2
Going	
  Beyond	
  The	
  Shiny	
  Objects:	
  A	
  Ver;cal	
  
Market	
  Cross-­‐Sec;on	
  of	
  What	
  Works	...
Products	
  and	
  Services

140
Group Discussion

Where do you fit in
the ecosystem?

MKT 652 Advanced
Mobile Marketing Strategies
Michael.Becker@natuniv.e...
Index	
  of	
  Mobile	
  MarkeTng	
  Building	
  
Blocks

•

Mobile	
  Adver;sing	
  
–
–

Display

–

Search

–

Rich	
  ...
The	
  Big	
  Secret
• View	
  from	
  the	
  consumer’s	
  prospec;ve
(Health,	
  Death,	
  Work,	
  Money,	
  Tax,	
  Se...
Health

Product	
  ValidaKon
(17	
  African	
  Countries)

Health

Death

Work

Money

Tax

Source: 2012, http://mobihealt...
Health
75%	
  use	
  phone	
  
on	
  toilet
(24%	
  make	
  calls)

Health

Death

Work

Money

Tax

Source: http://www.di...
Living	
  Headstones

Health

Death

Work

Money

Source: http://www.prepaidinsurance.co.za/

Tax

Sex

Religion
20% of UPS hires apply via
a mobile device
30% of LinkedIn Job vies
from mobile

Health

Death

Work

Money

hlp://blog.re...
15	
  million	
  bank	
  accounts	
  in	
  
6	
  years

Health

Death

Work

Source:	
  hlp://www.bdlive.co.za/africa/afri...
File	
  your	
  taxes

(Norway,	
  via	
  SMS	
  since	
  2004)

Health

Death

Work

Money

Tax

Sex

Religion
Health

Death

Source: 2013 Mobile Con­sumer Habits study

Work

Money

Tax

Sex

Religion
Health

Death

Work

Source: 2008 http://www.condomcondom.org/

Money

Tax

Sex

Religion
152
Confession

Health

Death

Work

Money

Tax

Sex

Religion
Emerging	
  Technologies

154
Myriad	
  of	
  Devices
• Feature	
  Phones
• STll	
  the	
  standard	
  in	
  
many	
  developing	
  
countries

• Smartp...
More	
  Tablets	
  and	
  Connected	
  
Mobile	
  Wallet
• Money	
  be	
  
gone	
  by	
  
Tuesday?
Payment	
  Devices
• Text	
  here
Mobile	
  Wallet	
  Ecosystem
• 	
  Mobile	
  devices	
  at	
  
POS
• 	
  Coupons
• 	
  Loyalty

• 	
  Signature
• 	
  Aut...
Starbucks	
  Leads	
  Way
Augmented	
  Reality
• A	
  camera	
  enhanced	
  view	
  where	
  Data/
Informa;on	
  is	
  layered	
  on	
  top	
  of	
 ...
Augmented	
  Reality:	
  How	
  It	
  Works

ENGINE
This	
  is	
  the	
  sohware	
  which	
  
drives	
  the	
  experience	...
Wearables
Smartwatches
• Dick	
  Tracy	
  wore	
  one	
  
in	
  the	
  1940s
• For	
  some,	
  
complementary	
  to	
  
other	
  wir...
More	
  Connected	
  Devices
• Refrigerators
• Thermostats
Source:	
  hbp://www.unikey.com	
  (May	
  2013)
167
Science	
  of	
  Pouring	
  a	
  Drink

168
Some	
  sensors	
  will	
  be	
  external	
  
abachments	
  …
iBGStar	
  
combines	
  a	
  
glucometer	
  and	
  
an	
  iP...
Others	
  will	
  transmit	
  informaTon	
  
wirelessly

CardioMEMS:	
  Aneurysm	
  Pressure	
  Sensor

Sensimed	
  Trigge...
Ford	
  OpenXC

172
Connect	
  with	
  Present:	
  Digital	
  
Taboos

Source:	
  hbp://www.slashgear.com/whats-­‐inside-­‐motorolas-­‐digital...
Social	
  Home	
  2.0

177
Best	
  PracTces	
  &	
  RegulaTons

178
Understanding The age of the
Best	
  PracTces

180
Pick	
  the	
  right	
  media	
  for	
  the	
  
opportunity	
  

Source:	
  Sumotext	
  (2013)
181
Knowledge
•
•
•
•
•

Know	
  your	
  objec;ves
Know	
  your	
  customer
Know	
  your	
  intent	
  -­‐	
  being	
  of	
  se...
Consider	
  Your	
  ObjecTves

183
Mobile	
  AdverTsing

184
Media Formats

Consider:
Incentivzed vs.
Non-incentiveze
185
IMPACTING	
  APP	
  RANK	
  POSITION	
  WITH	
  
PAID	
  MEDIA
The	
  app	
  store	
  ranking	
  algorithm	
  is	
  
mainl...
Mobile	
  Web
•
•
•
•
•

Review	
  your	
  web	
  logs,	
  see	
  how	
  is	
  visi;ng
Look	
  for	
  insight	
  everywher...
Mobile	
  Apps
• Stay	
  focuses,	
  provide	
  u;lity	
  and	
  be	
  
entertaining	
  
• Select	
  the	
  right	
  pla~o...
Messaging
•
•
•
•

Get	
  an	
  opt-­‐in
Consider	
  ;ming	
  of	
  messages
Make	
  sure	
  content	
  is	
  relevant
Con...
Push	
  NoTficaTons
•

Push	
  is	
  a	
  permission-­‐based	
  channel

•

Seven	
  rules
– Preferences:	
  	
  fits	
  int...
TesTng

Test	
  SEO

191
RegulaTons

192
The	
  Balancing	
  Act

Consumer	
  Advocates

Government

Consumer
ExpectaKon/SaKsfacKon

Industry

193
The	
  Basic	
  Tenants	
  In	
  The	
  
Engagement	
  World
•
•
•
•
•

No;ce
Transparency
Choice
Control
Security

194
Pieces	
  to	
  The	
  Puzzle
	
  

Government	
  
LegislaTon	
  
&	
  Policy

Focus:	
  	
  	
  DirecTonal	
  instrucTons...
Government	
  RegulaTons/Guidance
•

Government	
  LegislaKon
– Telephone	
  CommunicaKon	
  ProtecKon	
  Act
– Video	
  P...
Telephone	
  CommunicaTon	
  
ProtecTon	
  Act,	
  Oct.	
  16
•

Expressed	
  wri*en	
  consent	
  

•

Wording
– consumer...
Industry	
  Self-­‐regulaTon
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•

Mobile	
  Marke*ng	
  Associa*on
Internet	
  Adver*sing	
  Bur...
Industry	
  Self-­‐regulaTon	
  &	
  guidance
•

Industry	
  Self-­‐regulaKon
– Digital	
  AdverKsing	
  Alliance	
  (DAA)...
AdverTsing	
  Standards
• Ad	
  Units
• Measurement
• Inefficiency

Mobile	
  Rising	
  Stars	
  Ad	
  Units
h*p://www.iab.n...
Viviki’s	
  The	
  Pool

201
Example	
  Ad	
  Units
• The	
  Ad	
  Unit
• Standards	
  vs.	
  specializa;on
– Balance	
  “Efficiency	
  for	
  buying,	
 ...
Viviki’s	
  The	
  Pool

203
CTIA	
  Playbook

204
DAA	
  Behavior	
  Code	
  of	
  Conduct
• ApplicaTon	
  of	
  Self-­‐Regulatory	
  
Principles	
  to	
  the	
  Mobile	
  ...
Mobile	
  Email	
  Design	
  
ConsideraTons

hbp://www.mmaglobal.com/node/20603

206
Responsive	
  Design

Source:	
  hbp://www.mmaglobal.com/node/20603

207
Case	
  Studies

208
Hilton
• Knows	
  that	
  all	
  its	
  
customers	
  are	
  
mobile
• Crea;ng	
  experiences	
  
while	
  belering	
  
tr...
Dunkin	
  Donuts
• Has	
  one	
  of	
  the	
  most	
  
successful	
  apps,	
  but	
  
uses	
  variety	
  of	
  mobile	
  
...
Loews
• Arms	
  salespersons	
  
with	
  iPhones	
  and	
  
customers	
  with	
  
access
• Follows	
  its	
  “Never	
  
St...
Walmart
• Has	
  seen	
  app	
  users	
  
spend	
  4X	
  and	
  come	
  
into	
  stores	
  twice	
  as	
  
ohen
• Uses	
  ...
Mondelez
• The	
  former	
  Krah	
  has	
  
dedicated	
  10%	
  of	
  
marke;ng	
  spend	
  to	
  
mobile
• Incuba;ng	
  b...
PART	
  3
GeVng	
  It	
  Done:	
  A	
  How-­‐To	
  Map	
  to	
  Mobile	
  
Marke;ng	
  Success

214
Ge•ng	
  it	
  Done

“Buy	
  more	
  beer”
Jeff	
  Hasen,	
  “Mobilized	
  Marke;ng”

215
“Mobile Marketing is a set of practices that enable
organizations to communicate and engage with their
audience in an inte...
It	
  is	
  About	
  Engagement:	
  Two	
  Sides
Mobile Advertising

Marketer Initiated

Engagement
(Contextual)

Mobile-e...
You	
  have	
  op;ons
AGENCY

Strategy

CreaKve

ExecuKon

Mobile	
  AnalyKcs	
  &	
  Measurement

PLATFORM

IN-­‐HOUSE

H...
Execu;on	
  is	
  cri;cal

Strategy

CreaKve

ExecuKon

Mobile	
  AnalyKcs	
  &	
  Measurement

Mobile	
  Plavorm

Aggrega...
Create	
  a	
  grid	
  of	
  experiences
MARKETING
FUNCTION/
GOAL

Static/Animated/Rich Media
Banners

ACQUISITION

Text A...
Breaking	
  Down	
  Mobile
Messaging

Voice

Browsing

Content

Downloading

Proximity
The key to
re-imaging everything:
Moving from

interruption
to invitation
Source:	
  Urban	
  Airship	
  (2013).	
  Greate...
Understand	
  the	
  drivers	
  of	
  mobile	
  adop;on	
  
Mass media

Brandcentric

Personal mobile

Customercentric

So...
Understand	
  the	
  drivers	
  of	
  mobile	
  adop;on	
  
Mass media

Brandcentric

Personal mobile

Customercentric

Br...
Index	
  of	
  Mobile	
  MarkeTng	
  Media
•

Mobile	
  Adver;sing	
  
–
–

Display

–

Search

–

Rich	
  Media

–
•

Tex...
Enablers

226
Devices

227
A	
  Lot	
  of	
  Device	
  Atlas
11,000	
  Devices	
  X	
  140	
  Proper;es
(this	
  i	
  just	
  the	
  start)

Source:	...
InteresTng	
  ApplicaTon	
  of	
  Device	
  
DetecTon

“M&C	
  Saatchi's	
  Banners	
  Recognize	
  and	
  Respond	
  to	
...
User	
  Agent	
  and	
  Network	
  DetecTon
There	
  are	
  Thousands	
  of	
  Devices	
  Out	
  There

•
•
•
•
•

Re-­‐di...
LocaTon

231
How	
  LocaTon	
  is	
  Tracked

Bluetooth
Audio

Source:	
  	
  Derived	
  from	
  Ballvé,	
  M.	
  (2103).	
  How	
  Loc...
LocaTon	
  ConsideraTons
• Use	
  cases	
  (example)
– Targeted	
  AdverTsing
– Targeted	
  Alerts
• Proximity/near	
  sto...
Example:	
  In-­‐store	
  tracking

AddiTonal	
  Info:	
  	
  hbp://www.nyTmes.com/2013/07/15/business/abenTon-­‐
shopper-...
AdverTsing

235
AdverTsing
• Marketer
– “Target”	
  New	
  Prospects
– “Re-­‐target”	
  prospects	
  and	
  customers
– Engage	
  -­‐	
  e...
ConsideraTons	
  for	
  You	
  Brief
•
•

Why	
  are	
  you	
  buying	
  mobile	
  media?
What	
  are	
  you	
  buying?
–
...
Understanding	
  Mobile	
  AdverTsing
(the	
  ad	
  mobile	
  ecosystem)

238
Mobile	
  LUMAscape
(the	
  mobile	
  adverTsing	
  ecosystem)

239
Mobile	
  Video	
  Ecosystem

240
MoneTzaTon

Source:	
  Ballvé,	
  M.	
  (2103).	
  How	
  Loca;on	
  Data	
  Is	
  Transforming	
  The	
  En;re	
  Mobile	...
Commerce

242
Mobile	
  Commerce
• Types
– Proximity	
  Payments
– Mobile	
  Commerce

• The	
  Wallet
• Issues

"Mobile's	
  influence	
...
The	
  Wallet

244
Apple	
  Passbook
Boarding Passes
Tickets

Store Cards

Coupons

245
246
247
PayPal	
  Beacon
• Any	
  store	
  
running	
  Point-­‐
of-­‐Sale	
  systems	
  
compa;ble	
  with	
  
PayPal,	
  
includi...
The	
  Influenced	
  Sale
Three	
  Dairy	
  Queen	
  franchises	
  used	
  text	
  messaging	
  to	
  drive	
  
traffic	
  to...
Data

250
• “Our	
  compeTTve	
  set	
  is	
  no	
  longer	
  Omnicom	
  and	
  IPG	
  
and	
  Publicis.	
  It	
  is	
  Nielsen	
  a...
z

Text

Source: Granville, Vincent. (2013, March 22). Job titles for data scientists. Job titles for data scientists. Dat...
“Human	
  beings	
  today	
  generate	
  200	
  
exabytes	
  of	
  informaOon	
  per	
  year.”
David	
  Siegel	
  
	
  Ent...
All	
  Kinds	
  of	
  Data
•
•
•
•
•
•
•
•

Axciom	
  PersonicX	
  Clusters

Search
Loca;on
Purchase
Content
Social	
  dat...
A	
  Lot	
  of	
  Data

255
Compounds	
  and	
  Elements

256
CreaTng	
  a	
  new	
  compound

Da

Mo
So

Lo

Pr
Co

$=SoLoMoCoDaPr
Marketer’s	
  are	
  Not	
  Ready
% OF CMO’s REPORTING UNPREPAREDNESS

71%

DATA EXPLOSION

68%

SOCIAL MEDIA
GROWTH OF CH...
PersonicX	
  Clusters

Source:	
  hbps://isapps.acxiom.com/personicx/
259
Black	
  Gold
High

Level	
  of	
  Contextual	
  Sophis>ca>on

Control:
Biometrics
Display technology
Gesture-based control

Adv. Contex...
Apple	
  5s	
  and	
  iOS7

262
Consumers	
  worry	
  about	
  access	
  to	
  their	
  data
“In	
  general,	
  how	
  concerned	
  are	
  you	
  about	
 ...
Source:	
  hlp://www.cagle.com/2013/07/obamacare-­‐data-­‐hub/

264
Be	
  careful	
  with	
  what	
  you	
  know

265
Progressive	
  Snapshot

May	
  Risk:
Higher	
  premiums
Invasive	
  tracking
Your	
  data	
  being	
  sold

266
The	
  Heart	
  of	
  The	
  Maber

Source:	
  hlp://boingboing.net/2012/09/28/why-­‐cant-­‐pacemaker-­‐users-­‐rea.html

...
“I	
  Take	
  the	
  5th”

Source:	
  Sept.,	
  2013.	
  h*p://www.wired.com/opinion/2013/09/the-­‐unexpected-­‐result-­‐o...
“If	
  You're	
  Not	
  Paying	
  For	
  It,	
  You	
  
Become	
  The	
  Product”

Source:	
  hbp://www.forbes.com/sites/m...
CreaTng	
  a	
  new	
  compound	
  that	
  can	
  
be	
  used	
  by	
  everyone!

Da

Mo
So

Lo

Pr
Co

Value=SoLoMoCoDaPr
The	
  Rules	
  Have	
  Changed

271
Text	
  Messaging

272
Mobile	
  Text	
  Program

273
Text	
  Messaging	
  Flows

274
Developing	
  a	
  Text	
  User	
  Flow

275
Mobile	
  MarkeTng	
  Plazorm

276
Registering	
  Common	
  Short	
  Codes	
  

277
Long	
  Codes

278
Mobile	
  Email

279
Email	
  EssenTals
1.

Keep	
  it	
  simple	
  and	
  intuiTve.	
  Minimize	
  clicks	
  to	
  navigate	
  the	
  content....
Mobile	
  Web
•
•

Mobile Web Methods
Transcoding
Dedicated site
Responsive Design
Other considerations
Content Management...
Mobile	
  Apps
•
•
•

Types of Apps
Hybrid
Native
Develop
Hand
Development platform
Other considerations
Content Managemen...
ApplicaTons	
  +	
  Social	
  Media
• VW	
  mobile	
  gaming	
  &	
  
adver*sing
• VW	
  	
  GTi	
  Real	
  Racing	
  
app...
Developing	
  to	
  the	
  Plazorm

284
App	
  Store	
  Data

285
NaTve	
  &	
  Hybrid	
  Apps	
  “Compared”

HYBRID APPS
Persistent Screen Real Estate

Persistent Screen Real Estate

Cros...
InteracTve	
  Voice

287
Almost 3 million people viewed the game on the street
3500 people played the game
More than 250 people participated everyd...
Last	
  call	
  by	
  13th	
  street	
  –	
  Horror	
  

h*p://www.youtube.com/watch?v=qe9CiKnrS1w
Response	
  Codes

290
Codes,	
  Codes,	
  and	
  More	
  Codes
Source: QR Code http://bit.ly/caStiw

Source: i-Pop

Source: UPC-E http://bit.ly/...
•

What	
  is	
  a	
  Mobile	
  Barcode?

Linear	
  (or	
  1-­‐D)	
  barcodes	
  are	
  machine	
  
readable	
  codes	
  t...
Also	
  Consider
•
•
•
•

Digital	
  Watermarking
Image	
  recogni;on
Audio	
  recogni;on
Augmented	
  reality

293
Build	
  Your	
  Own	
  QR	
  Code

294
CollaboraTon
“In	
  the	
  long	
  history	
  of	
  
humankind	
  (and	
  animal	
  kind,	
  
too)	
  those	
  who	
  lear...
296
The	
  Industry	
  Structure

Sellers

Th

eC

ons
u

me

r

Buyers

Agencies
Brands
Retailers

Innovators/Enablers
Associ...
Wealth	
  to	
  InformaTon	
  At	
  Your	
  
FingerTps

298
IAB	
  Mobile	
  CreaTve	
  Library

h*p://www.iabuk.net/
disciplines/mobile-­‐markeKng/
mobile-­‐campaigns

299
• eMarketer
• Mobile	
  Marketer

PublicaTons

• Mobile	
  Commerce	
  Daily
• SmartBriefs	
  
– Mobile	
  MarkeTng	
  Ass...
InformaTon	
  &	
  Insight
• MarkeTng	
  Charts	
  (www.markeTngcharts.com)
• Our	
  Mobile	
  Planet	
  (www.ourmobilepla...
Contact	
  Info
• Jeff	
  Hasen
• jeff.hasen@mobivity.com
• @je.asen
• je.asen.com

• Michael	
  Becker
• michael.becker@som...
Driving Sales, Engagement, and Loyalty Through Mobile Marketing
Driving Sales, Engagement, and Loyalty Through Mobile Marketing
Driving Sales, Engagement, and Loyalty Through Mobile Marketing
Driving Sales, Engagement, and Loyalty Through Mobile Marketing
Driving Sales, Engagement, and Loyalty Through Mobile Marketing
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Driving Sales, Engagement, and Loyalty Through Mobile Marketing

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Driving Sales, Engagement, and Loyalty Through Mobile Marketing

  1. 1. Driving  Sales,  Engagement,  and   Loyalty  Through  Mobile  Marke;ng Jeff  Hasen,  Mobiviy Michael  Becker,  Somo
  2. 2. Your  Instructors • Jeff  Hasen,  Chief  Marke;ng  Officer,  Mobivity,   and  Author – @je.asen • Michael  Becker,  Market  Development  &   Strategic  Advisor,  North  America,  SOMO,  and   Author – @mobiledirect 2
  3. 3. Our  Road  Ahead • Part  1:  Mobile:  No  Longer  A  Nice-­‐To-­‐Have  In  Your   Marke;ng  Mix • Part  2:  Going  Beyond  The  Shiny  Objects:  A   Ver;cal  Market  Cross-­‐Sec;on  of  What  Works  and   Does  Not  Work • Part  3:  GeVng  It  Done:  A  How-­‐To  Map  to  Mobile   Marke;ng  Success
  4. 4. PART  1 Mobile:  No  Longer  A  Nice-­‐To-­‐Have  In  Your   Marke;ng  Mix 4
  5. 5. Why  Mobile  –  high-­‐level  overview   of  opportunity   5
  6. 6. Consider  All  That  You  Can  Imagine • Take  a  trip  to  a  faraway  land
  7. 7. Fleet-­‐Footed  Wieners • Run,  Tito,  run
  8. 8. Flying  Children • Away  they  go
  9. 9. Cashing  In(Bound) • Dollars  from  heaven
  10. 10. Mobile  Pixie  Dust • Magic  apps • Cash-­‐removing   wallets
  11. 11. Sell  More  Stuff • Everything  has  changed • Nothing  has  changed
  12. 12. Winds  Blowing  In  New  Era • Time-­‐crunched   society • You  can’t  fish   where  the  fish  were
  13. 13. Life  of  a  Marketer • Not  enough  ;me • Belief  that  safe  won’t  get   you  fired • Silos • Management  enthralled   with  shiny  objects
  14. 14. Life  of  a  Mobile  Subscriber • Connected  24/7 • Researching,   interac;ng,  shopping   with  device • Expec;ng  brands  to   meet  them  on  mobile
  15. 15. The  Technology  Divide  Is  Shrinking • Nearly  40  percent  of   55-­‐64  year  olds  have   a  smartphone  (Pew) • Number  of  seniors   on  Web  has   increased  average  of   16%  each  year  for   last  decade  (Nielsen)
  16. 16. The  Two  Need  To  Meet • Complementary  needs
  17. 17. It’s  Why  I  Wrote  Mobilized  MarkeOng • Learn  from  three   dozen  marketers • Find  out  how  to  go   where  the  fish  are • Catch  more  fish
  18. 18. Key  Findings • Mobile  is  no  longer  a   “nice  to  have” • “Meat  and  potatoes”   ohen  feed  the  hungry   salespeople • What  works  in  one   region  won’t   necessarily  work  in   another
  19. 19. Key  Findings • Mobile  bridges   distance  and   genera;on • Marketers  can’t   afford  to  wait  un;l   everything  in  mobile   is  perfect
  20. 20. Key  Findings • If  you  aren’t  going  to   do  mobile,  can  you   say  the  same  about   your  compe;tor?
  21. 21. The  Passive  Has  Become  InteracOve • Interact  to  sell  more • Give  consumers   choice
  22. 22. “You  Can’t  Move  A  Mall” • Shoppers   increasingly  choose   on  ameni;es  like   clean  bathrooms,   WiFi,  and   interac;vity  via   mobile
  23. 23. 34  Cars  Sold  In  One  Day • Combina;on  of   tradi;onal  media   and  mobile • Dollars  worked   harder
  24. 24. Advice  From  Marketers • Find  the  ;me • Be  brave • Give  your  target  choice  
  25. 25. Advice  From  Marketers • Don’t  bet  it  all • Don’t  forget  feature  phone  users • Don’t  put  mobile  on  an  island
  26. 26. Consumer  Behavior  and  Interest An  Evolu;onary  Trend  Not  to  be  Ignored 26
  27. 27. Understanding  Change Banking Credit Insurance Computers Watch Internet Camera Mobile Telecoms Mapping Advertising Print Music Broadcast Theory by Tomi T Ahonen 2002-2013 Social Media Gaming
  28. 28. 7,094,284,785 People Source:  hlp://www.census.gov/popula;on/interna;onal/data/idb/worldpopinfo.php,     June  2013 2
  29. 29. And  we’re  increasingly  connected 3,250,000,000 Unique  Mobile  Users   (7.4B  mobile  connecTons, 12.5b  connected  devices,   50b  connected  to  the  Internet) Source:    hlps://gsmaintelligence.com/,  Cisco  2013 3
  30. 30. Mobile  Malers The U.S. Consumer 88.8%  own  a  mobile  device 20%  of  their  media  Tme  spent  in  mobile 60%  own  a  smartphone,  and: Search:  95%  have  searched  for  local  info Shop:  84%  use  phones  in  a  physical  store Spend:  Mobile  influences  17~21%  of  all  U.S.  retail   commerce Source: Prosper Insights, 2013, Deloitte,2 012) 30
  31. 31. We’re  never  far  away 31
  32. 32. < 32
  33. 33. By  2020 13,311,666,640,184,600   devices  connected  to  the  Internet) Source:  Cisco  2013 33
  34. 34. MOBILE  HAS  CAUSED  AND  ENABLED  AN   IRREVOCABLE  CHANGE  IN  CONSUMER  BEHAVIOR There is a seismic change in consumer behavior that is linked to technology such as social and mobile platforms.” Howard Schultz, Starbucks CEO Jan 2013, NRF Convention & Expo 4
  35. 35. Media  Has  Evolved 35
  36. 36. This  is  really  happening 36
  37. 37. Media  consumpTon  has   Source:  Navigating the new multi-screen world: Insights show how consumers use different devices together - Google Mobile Ads Blog. (n.d.). Retrieved September 19, 2012, from http://googlemobileads.blogspot.mx/2012/08/navigating-new-multi-screen-world.html?utm_source=Blog +subscribers&utm_campaign=f9f8a74760-RSS_EMAIL_CAMPAIGN&utm_medium=email 14
  38. 38. Nature  of  Media  Has  Evolved 38
  39. 39. Text  Message  STll  Significant 39
  40. 40. We  love  to  text 40
  41. 41. Email  has  Evolved Source:  Return  Path,  2012 41
  42. 42. Source:  hbp://blogs.denverpost.com/opinion/2013/08/09/cartoons-­‐of-­‐the-­‐day-­‐back-­‐to-­‐school/41207/ 42
  43. 43. TIme  of  Day  Malers Source: Google,  2012;    comScore: Share of Browser-Based Page Traffic by Hour for Computer, Smartphone and Tablet Platforms. comScore Device Essentials, U.S., Monday, Jan. 21, 2013 43
  44. 44. 44
  45. 45. Social  Media  &  Neworking U.S. consumer spends an average of 2 hours and 38 minutes per day on smartphones and tablets. 80% of that time (2 hours and 7 minutes), 24% in Facebook & social networking Source:  h*p://blog.flurry.com/bid/95723/Flurry-­‐Five-­‐Year-­‐Report-­‐It-­‐s-­‐an-­‐App-­‐World-­‐The-­‐Web-­‐Just-­‐Lives-­‐in-­‐It 45
  46. 46. Search  Has   19 Source: Google (2013). “How  Mobile  Is  Transforming  the  Shopping  Experience  in  Stores”
  47. 47. 4  million  mobile  transacKon/per  week 10%  of  U.S.  Revenues Source:  Noah  Elkin  and  Rachel  Pasqua,  2013,  Mobile  Commerce  Daily,  2013
  48. 48. Shopping  has  Evolved 48
  49. 49. Mobile  User  Various  Throughout  the  Path-­‐to-­‐Purchase 17% 21% 37% 5% 14% 8% 11% 64% 44% Gas/Convenience Banking  &  Finance At  the  Start All  the  Way  Through 23% 11% 9% 16% 17% 52% 51% Retail Insurance In  the  Middle At  the  End Source:  Nielsen    and  xAd,  2013 Ques;ons  used:  CQ39A/B/C/D:  When  visi;ng  the  <CATEGORY>,  at  what  part  of  the   research  process  did  you  use  your  <DEVICE>?
  50. 50. But  what  does  this  all  mean? 13
  51. 51. Mobile  Impacts  Sales “Those  that  have  our  app  make  twice  as  many  trips  to  the  store  and  are  spending  40%  more.  “ Wanda  Young,  Vice  President,  Media  and  Digital  MarkeTng,   Walmart MMA  SM2,  September  2103   51
  52. 52. Not  just  consumer  change It’s wave of change that has potential to invigorate business of all types and all sizes. Source:  Noah  Elkin  and  Rachel  Pasqua
  53. 53. PayPal  Beacon • Any  store   running  Point-­‐ of-­‐Sale  systems   compa;ble  with   PayPal,   including   53
  54. 54. If  an  eight-­‐year  old  can  do  it 54
  55. 55. If  an  eight-­‐year  old  can  do  it 55
  56. 56. Mobile’s  ImpacTng  Every  Industry Banking 60% Credit Insurance Computers 60% 60% Watch Internet Camera Mobile 90% Telecoms 85% Mapping Advertising Print Music Broadcast The aggregate value of all these industries in 2012: 6 Trillion dollars Social Media 50% Theory by Tomi T Ahonen 2002-2013 Gaming 35% 35%
  57. 57. • • • • • Some  Nuances Ethnicity Loca;on/Geography Time  and  loca;on  of  engagement Device  ownership Transparency 57
  58. 58. Consumers  Use  MulTple  Devices 58
  59. 59. Demo  (Age,  Income...)  Malers Source:  Business  Insider  2013 59
  60. 60. Ethnicity  Mabers Lopez, Mark Hugo, Gonzalez-Barrera, Ana, & Patten, Eileen. (2013). Closing the Digital Divide: Latinos and Technology Adoption | Pew Hispanic Center. Online: PewResearch Hispanic Trends Project. Retrieved from http:// www.pewhispanic.org/2013/03/07/closing-the-digital-divide-latinos-and-technology-adoption/ 60
  61. 61. Device  Malers Source: Mobile Path to Purchase. (2013). Retrieved September 2, 2013, from http://www.mobilepathtopurchase.com/ 61
  62. 62. Local  Malers 40%~43%  of  consumers  prefer  loca;on   relevant  in-­‐app  mobile  ads Source: Experian, 2013; Forrester, 2012 62
  63. 63. Consumers  worry  about  their  data 63
  64. 64. SimilariTes,  Differences  In  Device   Types 64
  65. 65. The  QuesOons  We’ll  Tackle • What  are  the  best  use  cases  involving  feature   phones? • What  about  smartphones? • Do  you  need  both  a  tablet  and  smartphone   strategy? • What  the  heck  is  a  phablet  and  should  you  care?
  66. 66. The  QuesOons  We’ll  Tackle • Does  one  device  more  than  another  lead  to  sales? • What  is  responsive  design  and  is  it  the  answer  for   you? • What  are  some  of  the  best  pracTces  for  marrying   each  device  type  with  other  markeTng   components?
  67. 67. Best  Use  Cases  Involving  Feature  Phones • The  forgolen  bunch   could  be  valuable  to   you • Inclusive  programs   never  ignore  the   more  than  100   million  who  carry  less   sophis;cated  devices
  68. 68. Coca  Cola  Moves  To  Mobile   • 70  percent  of  Coke’s   mobile  dollars  are   spent  on  proven   channels • The  Olympics  are  all   about  inclusiveness
  69. 69. The  Program’s  Elements • Music,  sports  and   mobile • SMS  provided  alerts,   links,  a  way  to  engage • 13-­‐17  year  olds  were   the  most  ac;ve  –  a   gold  medal   performance  for  Coca   Cola
  70. 70. Is  A  Feature  Phone  Program  Right  For  You? • Depends  on  your   target  audience • Does  it  fit  in  with   your  brand?
  71. 71. Best  Use  Cases  Involving  Smartphones • More  than  half  now   carry  sophis;cated   devices • Experiences  and   expecta;ons  have   reached  new  heights
  72. 72. “True  Blood”  Takes  Over  Screen • Immersive,  break-­‐through  execu;on  got   no;ced  and  discussed • Viewership  went  way  up
  73. 73. Should  You  Market  Via  Smartphones? • Depends  on  whether   your  audience  carries   them • Does  it  fit  in  with   your  brand?
  74. 74. Do  You  Need  Phone  Strategy,  Tablet  Strategy  or  Both? • Factors  include   target’s  device  usage,   poten;al  for  overlap,   dollar  available
  75. 75. Macy’s  Buys  Into  Employing  Both • Efforts  account  for   different  users,  day   parts,  behaviors • Retailer  is  all  about   choice  for  customers
  76. 76. Is  Using  Tablets  and  Phones  Right   • One  size  does  not  fit   all • Depends  on  many   factors,  including   where  target   audience  spends  its   ;me
  77. 77. What’s  A  Phablet  &  Should  You   • Devices  with  screen   between  5  and  7   inches • Users  consume   content,  but  also   create  it
  78. 78. Phabet  Use  Cases • Those  who  market   with  lots  of  text  in   ads • Others  who  seek   heavier  interac;on   with  content  than   what  a  smartphone   can  provide
  79. 79. Are  Devices  Equal  In  Pushing  Sales? • Simply,  the  answer  is   no • Feature  phones  are   the  least  effec;ve,   tablets  are  the  most   effec;ve
  80. 80. Analyzing  Shopper  Behaviors • Users  spend  more   ;me  with  tablets  –   and  spend  more   money • Larger  screen  gives   consumers  more  of  a   view  before  they  buy
  81. 81. Factors  To  Consider • Your  customers  and   prospects  must  use   tablets  for  the  choice   to  make  sense • Can  you  deliver  on   the  expecta;ons  that   come  from  tablet   owners?
  82. 82. Is  Responsive  Design  Clear  Answer? • Idea  is  to  provide  an   op;mal  web  viewing   experience • In  the  best  of  cases,   one  builds  once  and   deploys  over  all  web   experiences
  83. 83. Best  PracOces  In  Marrying  Mobile   • Mobile  doesn’t  sit  on   an  island • Successful  programs   leverage  dollars   already  being  spent
  84. 84. How  To  Pull  It  Off • Mobile  gets  a  seat  at   the  concep;on  phase • Consider  mobile   adver;sing  as  an   igniter
  85. 85. IntegraTng  mobile  in  markeTng   mix   85
  86. 86. MISR  image  of  the  Central  Amazon  
  87. 87. Mobile  Is  The  Heart  of  Evolu;onary  Change Messaging Browsing Downloading Calling Digital markeOng TradiOonal markeOng (AdverKsing,  LocaKon,  Commerce,  Cloud,  Data) Mobile is pulling these forces of marketing together
  88. 88. Mobiles…enabling  a  vast  range  of   Source:  ABInBev  (2013).  “The  Power  of  Mobile  InnovaKon  for  Brands” 34
  89. 89. The  mobile  media  paths…consider   Apps We Search Social media Emai l b Personal How can we tailor the experience to you? The  Home  Depot  Approach Adaptive How can we tailor the experience to where you are and what you need? Valuable How can we add value to your experience? Adv e rtis ing
  90. 90. It  is  About  Engagement:  Two  Sides Mobile Advertising Marketer Initiated Engagement (Contextual) Mobile-enabled Traditional Media Indirect Engagement Consumer Initiated Direct Engagement 90
  91. 91. Index  of  Mobile  MarkeTng  Services • Mobile  Adver;sing   – – Display – Search – Rich  Media – • Text Video/Interac;ve  Video Mobile  Presence – – • Mobile  Web  (tradi;onal/responsive) Mobile  App Mobile  Messaging – Text   – Mul;media – Email – Push  (in  app) – Bluecas;ng Mobile  Payments Proximity  Payments Mobile  Commerce Scanning/Viewing Response  Codes Augmented  Reality Nearfield  CommunicaKons RFID  Tagging Enhancements LocaKon Data Loyalty Social Augmented  reality CRM Content   AnalyKcs  &  measurement 91
  92. 92. High-­‐level  Warning 92
  93. 93. “Your  Free  Mobile  SEO  Trial  is  Over” “…we  plan  to  roll  out  several   ranking  changes  in  the  near  future   that  address  sites  that  are   misconfigured  for  smartphone   users.”
  94. 94. Fortune  100  Mobile  Recap
  95. 95. 94%  Face  Mobile  Ranking  Risks
  96. 96. Elias St. Elmo Lewis 1889 Elias  St.  Elmo  Lewis March  23,  1872–March  18,  1948 27
  97. 97. 29
  98. 98. 32
  99. 99. So Toys ‘R Us developed a strategy Delivery of a SEAMLESS Shopping Experience Across All Fulfillment Channels that Maximizes the VALUE of EVERY Customer Interaction “Order from Anywhere, Fulfill from Anywhere” Omnichannel   Source:  Milton  (2012).  “Before  Omnichannel  retailing,  Toys   ‘R  Us  was  like  many  other  companies…”  MMA  Forum  New   York.  Mobile  Marke;ng  Assoca;on.  
  100. 100. 30
  101. 101. The  Funnel  Has  Evolved Mobile  Marke;ng [ { } ] Upper  Funnel Awareness Lower  Funnel Preference ConsideraKon Loyalty TransacKon Social/ Advocacy Support Mobile  Commerce  Window One  to  Many   (the  Marketer) One  to  Many (The  Consumer) One  to  One (marketer  &  consumer) 28
  102. 102. Starbucks  customer   DIGITAL  TOUCHPOINTS Opt-­‐in Augmented  reality App  promo mobile   adverOsing QR  codes ENGAGEMENT AWARENESS tradiOonal adverOsing acOvaOon Print OFFLINE  TOUCHPOINTS Social integraKon Mobile Coupons sponsorship acOvaOon consumer promoOon acOvaOon Signage Mobile wallet TRANSACTION mobile incenOves  &   coupons In-­‐store LOYALTY in-­‐store mobile   markeOng mobile database markeOng VIP/rewards program Rewards Source:  Vibes,  2012 102
  103. 103. Media  Examples 103
  104. 104. Recommended  opTmized  share   While the average optimized mix in mobile is 7%, that figure likely is lower for low involvement brands and higher purchase funnel (LIHP), but higher for high involvement brands and lower purchase funnel (HILP) Mobile  ad  units  included:  Ads  in  Mobile  Web  (Display  Ads),  Ads  in   Apps,  Mobile  Video  Ads,  Mobile  Games  Ads,  Mobile  Social,  Tablets
  105. 105. The  Dollars  Are  Following  the  Consumer By 2017 mobile will account for 16% for all U.S. Ad Spending, over 50% of digital ad spending 105
  106. 106. 106
  107. 107. Dollars  Going  Local • 91%  of  Brand   Execu;ves  plan  to   increase  their   investments  in   loca;on-­‐based   marke;ng  campaigns   in  2013. 107
  108. 108. SEARCH  DOMINATES  AS  OTHER   FORMATS  GROW Source:  BIA  Kelsey,  2013 108
  109. 109. Spending  Type  Varies  by  Medium   &  Region 109
  110. 110. Case  study:  Roaming  geo-­‐fence OBJECTIVE   Drops Increase  purchases  of  Halls  Cough   SOLUTION    Geo-­‐fence  pharmacy  and  retail  locaKons  in   “high  flu  index”  areas  using  a  CDC  data  feed.  (A/B  test   included  naKonal  and  localized  Roaming  geo-­‐fence   campaigns)          RESULTS   62.5% 3.5% Higher  CTR  in  campaign   using  a  roaming  geo-­‐fence Lik  in  purchase  intent 110
  111. 111. Ad  IncenTvized 111
  112. 112. Expanding  Media 1 2 3
  113. 113. Feature Icons are highlighted with a Description once you tap on it. You can drag and drop Feature Icons into the Saved Features Bar at the bottom. Timer appears at top of Frame once game starts. 4 18 5 Somo Copyright & Confidential 6
  114. 114. You can swipe or tap on the white arrow buttons in mid-frame to enter the next room. 7 19 8 9 Somo Copyright & Confidential
  115. 115. 10 20 11 Somo Copyright & Confidential
  116. 116. AUDI A3 INNOVATIVE INTERACTIVE MEDIA § OBJECTIVE – engage users in the new A3 interior and convert users to test drive § Interactive media ad to allow users to experience every inch of the A3 interior § High levels of engagement and conversion: § Engagements: 15,054 § Test Drives: 1,136 § 7.5% conversion to test drive 116
  117. 117. Rich  Media h*ps://dl.dropboxusercontent.com/u/23192908/NaKonalUniv/Week2/97811923.mp4 117
  118. 118. Home  Screen 118
  119. 119. NaTve  AdverTsing Source:  Sharethrough  (2013) 119
  120. 120. Mobile  Throughout  the  Journey 120
  121. 121. Text  Ads For  more  Info  contact:  Chris  Wayman  at  Merkle  (cwayman@merkleinc.com) 121
  122. 122. FunMobility's  Mobile  Coupons 122
  123. 123. SMS  Traffic  GeneraTon Business:  3  Dairy  Queen  restaurants. Challenge:  Boost  store  traffic   Idea:    Leverage  “NaKonal  Cheeseburger  Day”,   September  18,  send  text  to  1,482  subscribers  in   loyalty  database “It’s National Cheeseburger Day! Sink Your Teeth into .99 Cent Cheeseburgers @ Dairy Queen {STORE LOCATION} until 8pm Tonight/No Limit/Show Text – FWD-2-Friends!” Result:    24  Hours,  one  store  saw  483%  inc.  in  traffic,   106  add’l  customers.   Source: Lawrence, Rebecca. (10/72013). Mobile marketing Dairy Queen SMS campaign - Mobile Commerce Press | Mobile Commerce Press. Mobile Commerce Press, p. Featured News. Online. 123
  124. 124. Samsung  Poster h*p://www.youtube.com/watch?v=vjq5GNiIBDY 124
  125. 125. Hijack  the  guest 125
  126. 126. Guinness  Hidden  QR   • Guinness  introduced  promoTonal  glasses  with  hidden  QR   codes.  The  QR  codes  would  not  be  visible  unTl  beer  is  poured   into   the  glass,  then  the  QR  codes  would  appear • The  QR  codes  led  to  various  Guinness   mobile  websites,  promoTons,  games   and  info  about  the  beer • If  other  beer  (more  yellow  in  color)  used in  same  glass,  the  QR  code  won't  show • Ad  concept  by  BBDO  New  York • Source:  Ads  of  the  World  30  April  2012
  127. 127. Bring  the  product  to  the  customer 127
  128. 128. Bos  Icetea  Sampling  through  Tweet 128
  129. 129. US:  Shazaming  TV  Commercials • • • • • • • Featured  music  –  Shazam  has  leveraged  its   rich  music  history  and  its  20+  million  track   database  to  idenTfy  the  music  featured  in   whatever  people  are  watching Cast  informaTon  –  the  app  will  list  the  cast   featured  in  the  program,  guest  stars,  as  well  as   other  shows  they’ve  been  in Trivia  –  fans  can  learn  more  about  their   favorite  program  and  even  read  about  the   occasional  goofs  with  the  trivia  feature  in  the   app Celebrity  buzz  –  gives  fans  all  the  latest  gossip   about  the  show  and  the  stars  in  it Social  sharing  –  live  Twiber  feeds  as  well  as   commenTng  in  the  app  makes  it  fun  to  talk   with  your  friends  about  what  you’re  watching More  informaTon  –  convenient  links  to  show-­‐ related  informaTon  at  IMDB,  Wikipedia,  and   the  official  site  for  the  show. 129
  130. 130. AXE  Call  Me  -­‐  Singapore h*p://www.youtube.com/watch?v=a2sFeESB5ZY AXE direct response 760 million interactions from 35 million users 300% increase in Axe sales 130
  131. 131. Triggering  Engagement  with  ** ß 131
  132. 132. Make  is  Locally  Relevant 132
  133. 133. Every  Surface  Opp.  for  Ad h*p://www.youtube.com/watch?v=HAQh-­‐_nFH-­‐s 133
  134. 134. Hyper-­‐local  Engagement/Offers BLE  4.0 Source:  hbp://www.swirl.com/plazorm.html 134
  135. 135. Taking  The  Store  to  Consumers The future of mobile is here.
  136. 136. Consider  the  story  and  point   engagement Amazon Launches Mayday For Its New Kindle Fire Tablets 136
  137. 137. Making  a  difference hbp://www.youtube.com/watch?v=VS3ThxPrlVo 137
  138. 138. Mobile Every  surface  is  media Every  surface  “can  be”  interac;ve Every  moment  is  a  ;me  to  exchange  value   138
  139. 139. PART  2 Going  Beyond  The  Shiny  Objects:  A  Ver;cal   Market  Cross-­‐Sec;on  of  What  Works  and  Does   139
  140. 140. Products  and  Services 140
  141. 141. Group Discussion Where do you fit in the ecosystem? MKT 652 Advanced Mobile Marketing Strategies Michael.Becker@natuniv.edu
  142. 142. Index  of  Mobile  MarkeTng  Building   Blocks • Mobile  Adver;sing   – – Display – Search – Rich  Media – • Text Video/Interac;ve  Video Mobile  Presence – – • Mobile  Web  (tradi;onal/responsive) Mobile  App Mobile  Messaging – Text   – Mul;media – Email – Push  (in  app) – Bluecas;ng Mobile  Payments Proximity  Payments Mobile  Commerce Scanning/Viewing Response  Codes Augmented  Reality Nearfield  CommunicaKons RFID  Tagging Enhancements LocaKon Data Loyalty Social Augmented  reality CRM Content   AnalyKcs  &  measurement 142
  143. 143. The  Big  Secret • View  from  the  consumer’s  prospec;ve (Health,  Death,  Work,  Money,  Tax,  Sex,   Religion) • In  many  countries  mobile  is  a  fundamental   tool  for  life 143
  144. 144. Health Product  ValidaKon (17  African  Countries) Health Death Work Money Tax Source: 2012, http://mobihealthnews.com/18348/sproxil-deal-offers-free-mobile-drug-authenticationin-17-african-countries/ Sex Religion
  145. 145. Health 75%  use  phone   on  toilet (24%  make  calls) Health Death Work Money Tax Source: http://www.digitalspy.co.uk/fun/news/a464219/75-percent-of-people-use-their-phone-onthe-toilet.html Sex Religion 145
  146. 146. Living  Headstones Health Death Work Money Source: http://www.prepaidinsurance.co.za/ Tax Sex Religion
  147. 147. 20% of UPS hires apply via a mobile device 30% of LinkedIn Job vies from mobile Health Death Work Money hlp://blog.resumebear.com/mobile-­‐recrui;ng/mobile-­‐recruitment-­‐trends/ Tax Sex Religion
  148. 148. 15  million  bank  accounts  in   6  years Health Death Work Source:  hlp://www.bdlive.co.za/africa/africanbusiness/2013/04/29/m-­‐pesa-­‐ phenomenon-­‐taken-­‐a-­‐step-­‐further Money Tax Sex Religion
  149. 149. File  your  taxes (Norway,  via  SMS  since  2004) Health Death Work Money Tax Sex Religion
  150. 150. Health Death Source: 2013 Mobile Con­sumer Habits study Work Money Tax Sex Religion
  151. 151. Health Death Work Source: 2008 http://www.condomcondom.org/ Money Tax Sex Religion
  152. 152. 152
  153. 153. Confession Health Death Work Money Tax Sex Religion
  154. 154. Emerging  Technologies 154
  155. 155. Myriad  of  Devices • Feature  Phones • STll  the  standard  in   many  developing   countries • Smartphones • Outpacing  in   adopTon
  156. 156. More  Tablets  and  Connected  
  157. 157. Mobile  Wallet • Money  be   gone  by   Tuesday?
  158. 158. Payment  Devices • Text  here
  159. 159. Mobile  Wallet  Ecosystem •  Mobile  devices  at   POS •  Coupons •  Loyalty •  Signature •  AuthenTcaTon •  Access  control.   Physical  or  digital mCommerce mPayment •  Proximity   Payment  /  NFC •  Remote  Payment mIden*ty mBanking •  Bill  Payment • Cash  In/Out •  Content  related   informaTon •  Account  informaTon
  160. 160. Starbucks  Leads  Way
  161. 161. Augmented  Reality • A  camera  enhanced  view  where  Data/ Informa;on  is  layered  on  top  of  the  real   physical  world/physical  objects  providing  rich   informa;on,  context,  entertainment,   promo;ons,  offers...  Anything.
  162. 162. Augmented  Reality:  How  It  Works ENGINE This  is  the  sohware  which   drives  the  experience  and   can  be  deployed  online  or   on  a  local  computer  (as  in   the  case  of  events  or  in-­‐ store  displays).   CAMERA The  camera  is  used  to   capture  the  user’s  world   and  determine  the   placement  of  the  anima;on.   The  camera  can  be  a  web   cam,  a  video  camera,  or  a   mobile  phone  camera. DISPLAY The  magic  of  AR  happens   only  when  it  has   somewhere  to  be  displayed.   It  is  the  combina;on  of  the   AR  anima;on  and  what  the   camera  sees  which  makes   AR  different  than  any  other   flat  digital  experience.  The   display  could  be  your  laptop   screen,  a  kiosk,  or  a  mobile   phone  display TRIGGER In  most  cases  (but  not  all)   the  trigger  is  held  in  front  of   the  camera,  which  then   recognizes  the  image  and   launches  the  AR  anima;on,   which  is  then  displayed  on   the  display.  There  are  a   wide  variety  of  triggers  but   all  are  required  to  launch   the  AR  program.  Triggers   can  be  anything  from  a   physical  object,  to  a  face   (facial  recogni;on),  to  a   magazine  ad,  to  even   shapes  and  GPS   coordinates.
  163. 163. Wearables
  164. 164. Smartwatches • Dick  Tracy  wore  one   in  the  1940s • For  some,   complementary  to   other  wireless  tech
  165. 165. More  Connected  Devices • Refrigerators • Thermostats
  166. 166. Source:  hbp://www.unikey.com  (May  2013) 167
  167. 167. Science  of  Pouring  a  Drink 168
  168. 168. Some  sensors  will  be  external   abachments  … iBGStar   combines  a   glucometer  and   an  iPhone  app  to   provide  health   services  for   diabetes   management iBreath   Breathalyzer (ethanol   sensor) Source:  AMFitzgerald  &  Associates Source:  Adapted  from  “Going  on  the  Offensive  Against  Showrooming:    Leveraging  Mobile  to  Drive  Store  Analy;cs,  Traffic,  Engagement  and   . Commerce.”  Mobile  Marke;ng  Assoca;on.    June  2012 170
  169. 169. Others  will  transmit  informaTon   wirelessly CardioMEMS:  Aneurysm  Pressure  Sensor Sensimed  Triggerfish  IOP  monitor Aorta  stent  grak   monitoring,  FDA-­‐ approved Source:  AM  Fitzgerald  Associates Source:  CardioMEMS;  www.cardiomems.com Source:  www.sensimed.com Source:  Adapted  from  “Going  on  the  Offensive  Against  Showrooming:    Leveraging  Mobile  to  Drive  Store  Analy;cs,  Traffic,  Engagement  and   . Commerce.”  Mobile  Marke;ng  Assoca;on.    June  2012 171
  170. 170. Ford  OpenXC 172
  171. 171. Connect  with  Present:  Digital   Taboos Source:  hbp://www.slashgear.com/whats-­‐inside-­‐motorolas-­‐digital-­‐taboo-­‐31284412/ 173
  172. 172. Social  Home  2.0 177
  173. 173. Best  PracTces  &  RegulaTons 178
  174. 174. Understanding The age of the
  175. 175. Best  PracTces 180
  176. 176. Pick  the  right  media  for  the   opportunity   Source:  Sumotext  (2013) 181
  177. 177. Knowledge • • • • • Know  your  objec;ves Know  your  customer Know  your  intent  -­‐  being  of  service Know  your  plan Share  your  plan   182
  178. 178. Consider  Your  ObjecTves 183
  179. 179. Mobile  AdverTsing 184
  180. 180. Media Formats Consider: Incentivzed vs. Non-incentiveze 185
  181. 181. IMPACTING  APP  RANK  POSITION  WITH   PAID  MEDIA The  app  store  ranking  algorithm  is   mainly  driven  by  2  factors: Volume  of   Velocity  of   Increased   High Quality  of   user The  final  media  mix  will  be   dependent  on  the  specific  targets  of   the  campaign Available  media  includes: Targeted  Display Cost  per  installs IncenKvised/App  of  the  day Low TARGETED  PAID  CPC  /  CPM COST  PER  INSTALL INCENTIVISED  /  APP  OF  THE  DAY High Low 186 Volume  of   downloads Paid  media  can  be  uKlised  to  drive   both  volume  and  velocity  of  installs
  182. 182. Mobile  Web • • • • • Review  your  web  logs,  see  how  is  visi;ng Look  for  insight  everywhere   Responsive  design Integrate,  monitor  &  react  to  analy;cs   Adjust  your  value  proposi;on,  content   offering 187
  183. 183. Mobile  Apps • Stay  focuses,  provide  u;lity  and  be   entertaining   • Select  the  right  pla~orm  for  your  customers • If  possible,  build  to  the  OS  don’t  just  port • Adver;sing  your  app • Instal  is  the  first  step,  think  engagement 188
  184. 184. Messaging • • • • Get  an  opt-­‐in Consider  ;ming  of  messages Make  sure  content  is  relevant Consider  frequency   189
  185. 185. Push  NoTficaTons • Push  is  a  permission-­‐based  channel • Seven  rules – Preferences:    fits  into  ever-­‐changing   schedules – Provide  relevant  message – Enable  personalizaKon   – Stay  consistent  with  you  brand – Provide  entertaining  &  engaging  experience   – ConKnuously  improve – Leverage  context 190
  186. 186. TesTng Test  SEO 191
  187. 187. RegulaTons 192
  188. 188. The  Balancing  Act Consumer  Advocates Government Consumer ExpectaKon/SaKsfacKon Industry 193
  189. 189. The  Basic  Tenants  In  The   Engagement  World • • • • • No;ce Transparency Choice Control Security 194
  190. 190. Pieces  to  The  Puzzle   Government   LegislaTon   &  Policy Focus:      DirecTonal  instrucTons  &  industry  self-­‐regulaTons Deliverable:    Published  document  and/or  tools   Ind u st ry   Se lf-­‐r eg ula Ko n Standards Best  PracKces  & Guidelines DefiniKons,  Frameworks, SpecificaKons,  Updates   Primordial  Soup:  the  market  conversaTon Focus:    Market  making  programs  the  grow  revenue  &  reduce  fricTon Deliverable:  “Consumer  Best  PracTces  –  Messaging,”  research Focus:      Any/all  topics  perTnent  to  mobile  markeTng Deliverable:  ArTcles,  research,  case  studies Focus:  IdenTfy  deliverables,  e.g.   updates,  best  pracTces,  etc.   Deliverable:  PrioriTzed  deliverables  &  topics 195
  191. 191. Government  RegulaTons/Guidance • Government  LegislaKon – Telephone  CommunicaKon  ProtecKon  Act – Video  Privacy  Act – Federal  Credit  ReporKng  Act – Privacy  Act  (1974) – Cable  Television  Consumer  ProtecKon  and  CompeKKon  Act FCC FTC White  House Courts – Telemarketer  Sales  Rule – Health  Insurance  Portability  and  Accountability  Act  (HIPPA) – Children's  Online  Privacy  ProtecKon  Act  (COPPA) 196
  192. 192. Telephone  CommunicaTon   ProtecTon  Act,  Oct.  16 • Expressed  wri*en  consent   • Wording – consumer  authorizes  the  seller  to  deliver  markeKng  text  messages   – consumer  not  required  to  sign  the  agreement  or  agree  to  enter  into  it  as  a   condiKon  of  purchasing  any  property,  goods  or  service See:  Archer  Webinar-­‐  Tips  for  TCPA  Mobile  Compliance,  2013 h*p://www.youtube.com/watch?v=60VGnIuWy9w 197
  193. 193. Industry  Self-­‐regulaTon • • • • • • • • • • • • • • • Mobile  Marke*ng  Associa*on Internet  Adver*sing  Bureau   Associa*on  of  Na*onal  Adver*sers Direct  Marke*ng  Associa*on Cellular  Internet  Trade  Assoca*on  (CTIA) Shop.org Na*onal  Retail  Founda*on Digital  Adver*sing  Alliance Privacy  Freedom  Forum 4As Network  Adver*sing  Ini*a*ve BeOer  Business  Bureau  (BBB) Interna*onal  Associa*on  of  Privacy  Professionals Privacy  Freedom  Forum Digital-­‐placed-­‐based  Adver*sing  Associa*on  (hOp://www.dp-­‐aa.org/) 198
  194. 194. Industry  Self-­‐regulaTon  &  guidance • Industry  Self-­‐regulaKon – Digital  AdverKsing  Alliance  (DAA) – MMA  Universal  Mobile  Ad  Package – MMA  Consumer  Best  PracKces  (reKred) – CTIA  Carrier  Playbook  and  MMA  Consumer  Best  PracKces – NAI  Mobile  ApplicaKon  Code  (h*p://www.networkadverKsing.org/mobile/ NAI_Mobile_ApplicaKon_Code.pdf) 199
  195. 195. AdverTsing  Standards • Ad  Units • Measurement • Inefficiency Mobile  Rising  Stars  Ad  Units h*p://www.iab.net/risingstarsmobile Universal  Mobile Ad  Package hbp://www.mmaglobal.com/ bestpracTce/compliance/ umap 200
  196. 196. Viviki’s  The  Pool 201
  197. 197. Example  Ad  Units • The  Ad  Unit • Standards  vs.  specializa;on – Balance  “Efficiency  for  buying,  selling  creaTng”  vs.   Uniques  of  experience  and  offer • Examples – MMA  Universal  Mobile  Ad  Package – IAB  Rising  Stars – mRaid/ORMMA 202
  198. 198. Viviki’s  The  Pool 203
  199. 199. CTIA  Playbook 204
  200. 200. DAA  Behavior  Code  of  Conduct • ApplicaTon  of  Self-­‐Regulatory   Principles  to  the  Mobile   Environment • Cross-­‐industry  Self-­‐Regulatory   Principles  for  MulT-­‐Site  Data • Cross-­‐industry  Self-­‐Regulatory   Principles  for  Online  Behavioral   AdverTsing hbp://www.aboutads.info/principles/#guidance 205
  201. 201. Mobile  Email  Design   ConsideraTons hbp://www.mmaglobal.com/node/20603 206
  202. 202. Responsive  Design Source:  hbp://www.mmaglobal.com/node/20603 207
  203. 203. Case  Studies 208
  204. 204. Hilton • Knows  that  all  its   customers  are   mobile • Crea;ng  experiences   while  belering   transac;onal   opportuni;es
  205. 205. Dunkin  Donuts • Has  one  of  the  most   successful  apps,  but   uses  variety  of  mobile   products  and  services • Regionalizes  efforts   for  best  results
  206. 206. Loews • Arms  salespersons   with  iPhones  and   customers  with   access • Follows  its  “Never   Stop  Improving”   mantra
  207. 207. Walmart • Has  seen  app  users   spend  4X  and  come   into  stores  twice  as   ohen • Uses  mom  panel  to   learn  and  experiment
  208. 208. Mondelez • The  former  Krah  has   dedicated  10%  of   marke;ng  spend  to   mobile • Incuba;ng  but  with   eyes  on  sales
  209. 209. PART  3 GeVng  It  Done:  A  How-­‐To  Map  to  Mobile   Marke;ng  Success 214
  210. 210. Ge•ng  it  Done “Buy  more  beer” Jeff  Hasen,  “Mobilized  Marke;ng” 215
  211. 211. “Mobile Marketing is a set of practices that enable organizations to communicate and engage with their audience in an interactive and relevant manner through any mobile device or network.” (Mobile Marketing Association, 2009) 216
  212. 212. It  is  About  Engagement:  Two  Sides Mobile Advertising Marketer Initiated Engagement (Contextual) Mobile-enabled Traditional Media Indirect Engagement Consumer Initiated Direct Engagement 217
  213. 213. You  have  op;ons AGENCY Strategy CreaKve ExecuKon Mobile  AnalyKcs  &  Measurement PLATFORM IN-­‐HOUSE HYBRID
  214. 214. Execu;on  is  cri;cal Strategy CreaKve ExecuKon Mobile  AnalyKcs  &  Measurement Mobile  Plavorm AggregaTon Development Content  creaTon  &   licensing Short  Code  leasing
  215. 215. Create  a  grid  of  experiences MARKETING FUNCTION/ GOAL Static/Animated/Rich Media Banners ACQUISITION Text Ads Expandable Ad Units for iPhone and Android RBT RETENTION BRAND BUILDING Games DIRECT RESPONSE PROMOTION PERMISSION/ CRM CUSTOMER SERVICE Shortcode& keywords QR codes ** Competitions Sampling On pack SMS/MMS IVR Push Alerts SMS?MMS Apps Vouchers/Coupons ADVERTISING SMS/MMS Push Alerts Branded Utilities Branded Utilities
  216. 216. Breaking  Down  Mobile Messaging Voice Browsing Content Downloading Proximity
  217. 217. The key to re-imaging everything: Moving from interruption to invitation Source:  Urban  Airship  (2013).  Greatest  Moments  from  Mobile  Saturday:    Brands  at  SxSW  Speak  .    Mobile  Marke;ng  Associa;on.     222
  218. 218. Understand  the  drivers  of  mobile  adop;on   Mass media Brandcentric Personal mobile Customercentric Source:  Urban  Airship  (2013).  Greatest  Moments  from  Mobile  Saturday:    Brands  at  SxSW  Speak  .    Mobile  Marke;ng  Associa;on.     223
  219. 219. Understand  the  drivers  of  mobile  adop;on   Mass media Brandcentric Personal mobile Customercentric Broadcast Niches of one Multichannel Omnichannel Primetime Broadcast to influence (R+F) Paid media Location is a place My time Influence me to broadcast Owned media My location profile Interruption Invitation Transaction Relationship Source:  Urban  Airship  (2013).  Greatest  Moments  from  Mobile  Saturday:    Brands  at  SxSW  Speak  .    Mobile  Marke;ng  Associa;on.     224
  220. 220. Index  of  Mobile  MarkeTng  Media • Mobile  Adver;sing   – – Display – Search – Rich  Media – • Text Video/Interac;ve  Video Mobile  Presence – – • Mobile  Web  (tradi;onal/responsive) Mobile  App Mobile  Messaging – Text   – Mul;media – Email – Push  (in  app) – Bluecas;ng Mobile  Payments Proximity  Payments Mobile  Commerce Scanning/Viewing Response  Codes Augmented  Reality Nearfield  CommunicaKons RFID  Tagging Enhancements LocaKon Data Loyalty Social Augmented  reality CRM Content   AnalyKcs  &  measurement 225
  221. 221. Enablers 226
  222. 222. Devices 227
  223. 223. A  Lot  of  Device  Atlas 11,000  Devices  X  140  Proper;es (this  i  just  the  start) Source:  Device  Atlas  (2013).  hlps://deviceatlas.com/resources/about-­‐our-­‐data 228
  224. 224. InteresTng  ApplicaTon  of  Device   DetecTon “M&C  Saatchi's  Banners  Recognize  and  Respond  to  CompeKtors'  Hardware” Source:  Crea;vity  (2013).  hlp://crea;vity-­‐online.com/work/lg-­‐smartbanners/32904 229
  225. 225. User  Agent  and  Network  DetecTon There  are  Thousands  of  Devices  Out  There • • • • • Re-­‐direc;on Content  adapta;on Content  delivery Analtyics Example  SoluKons … the Wireless Universal Resource FiLe 230
  226. 226. LocaTon 231
  227. 227. How  LocaTon  is  Tracked Bluetooth Audio Source:    Derived  from  Ballvé,  M.  (2103).  How  Loca;on  Data  Is  Transforming  The  En;re  Mobile  Industry.  Business  Insider 232
  228. 228. LocaTon  ConsideraTons • Use  cases  (example) – Targeted  AdverTsing – Targeted  Alerts • Proximity/near  store  alerts • In-­‐store/retailer  alerts • LocaTon  graph/historical  alerts   – Store  traffic – Social  (check-­‐in,  likes) – LocaTon  sensiTve  features  (e.g.  share  locaTon,   track  family) 233
  229. 229. Example:  In-­‐store  tracking AddiTonal  Info:    hbp://www.nyTmes.com/2013/07/15/business/abenTon-­‐ shopper-­‐stores-­‐are-­‐tracking-­‐your-­‐cell.html?pagewanted=all&_r=2& 234
  230. 230. AdverTsing 235
  231. 231. AdverTsing • Marketer – “Target”  New  Prospects – “Re-­‐target”  prospects  and  customers – Engage  -­‐  encourage  an  acTon  (e.g.  opt-­‐in,  share   informaTon) – Convert  -­‐  redeem/sell • Publisher – MoneTzaTon 236
  232. 232. ConsideraTons  for  You  Brief • • Why  are  you  buying  mobile  media? What  are  you  buying? – Audience:  Na*onal,  local,  ethnic,  etc.   – Format  &  CreaOve:  Text,  Display,  Search,  Rich  Media,  Video,   Audio,  Na*ve Device/Medium:  Smartphone,  tablet,  Cross-­‐screen,  Home   screen... – – • Agency,  direct  to  network,  exchange Which  network  partners  should  you  choose?   What  is  the  pricing  structure? – • Media:  Text,  Mobile  Web,  Apps,  Push,   Who  should  you  buy  it  from? – • • The  Challenge The  Idea The  ExecuOon The  Results CPM,  CPI,  CPL,  CPC,  CPA Expected  vs.  actual  performing?  Ability  to  adjust  in  real-­‐*me? Sources:  hOp://www.mobilemarketer.com/cms/opinion/columns/7669.html 237
  233. 233. Understanding  Mobile  AdverTsing (the  ad  mobile  ecosystem) 238
  234. 234. Mobile  LUMAscape (the  mobile  adverTsing  ecosystem) 239
  235. 235. Mobile  Video  Ecosystem 240
  236. 236. MoneTzaTon Source:  Ballvé,  M.  (2103).  How  Loca;on  Data  Is  Transforming  The  En;re  Mobile  Industry.  Business  Insider 241
  237. 237. Commerce 242
  238. 238. Mobile  Commerce • Types – Proximity  Payments – Mobile  Commerce • The  Wallet • Issues "Mobile's  influence  on  in-­‐store  retail  sales   is  growing  exponenKally,  driven  by  a   perfect  storm  of  rising  smartphone   penetraKon,  increased  adopKon  by   shoppers,  decreasing  barriers  to  use,  and   improved  mobile  funcKonality  for  retail   applicaKons."  -­‐  Deloi*e  Digital – Standards:  NFC,  CC – Point  of  sales  integraTon 243
  239. 239. The  Wallet 244
  240. 240. Apple  Passbook Boarding Passes Tickets Store Cards Coupons 245
  241. 241. 246
  242. 242. 247
  243. 243. PayPal  Beacon • Any  store   running  Point-­‐ of-­‐Sale  systems   compa;ble  with   PayPal,   including   248
  244. 244. The  Influenced  Sale Three  Dairy  Queen  franchises  used  text  messaging  to  drive   traffic  to  their  business. The  Challenge:  Boost  store  traffic The  Idea:  Leverage  “Na*onal  Cheeseburger  Day”,  September   18,  send  SMS  (text  message)  to  1,482  subscribers  in  loyalty   database “It’s  Na*onal  Cheeseburger  Day!  Sink  Your  Teeth  into  .99   Cent  Cheeseburgers @  Dairy  Queen  {STORE  LOCATION}  un*l  8pm  Tonight/No   Limit/Show  Text  –  FWD-­‐2-­‐Friends!” The  Result:    In  24  Hours,  one  store  saw  483%  inc.  in  traffic,  106   add’l  customers. This  goes  to  show  you,  you  don't  need  to  have  na*onal  scale  to   drive  material  results.    Rather,  you  need  to  1)  have  done  your   Source:  hbp://www.mobilecommercepress.com/mobile-­‐markeTng-­‐sms-­‐ campaign-­‐drives-­‐traffic-­‐dairy-­‐queen/858935/ 249
  245. 245. Data 250
  246. 246. • “Our  compeTTve  set  is  no  longer  Omnicom  and  IPG   and  Publicis.  It  is  Nielsen  and  GFK.  It’s  the  data   companies."   WPP  CEO  Sir  MarTn  Sorrell.   Source  Harvard  Business  Review.  March  2013 251
  247. 247. z Text Source: Granville, Vincent. (2013, March 22). Job titles for data scientists. Job titles for data scientists. Data Science Central. Retrieved from http://www.datasciencecentral.com/profiles/blogs/job-titles-for-data-scientists 252
  248. 248. “Human  beings  today  generate  200   exabytes  of  informaOon  per  year.” David  Siegel    Entrepreneur,  Futurist,  and  Author Pull:  The  Power  of  the  Seman6c  Web  to  Transform  Your  Business 253
  249. 249. All  Kinds  of  Data • • • • • • • • Axciom  PersonicX  Clusters Search Loca;on Purchase Content Social  data Interest Preference Contacts Mosaic®  USA  Consumer  Lifestyle  SegmentaOon 254
  250. 250. A  Lot  of  Data 255
  251. 251. Compounds  and  Elements 256
  252. 252. CreaTng  a  new  compound Da Mo So Lo Pr Co $=SoLoMoCoDaPr
  253. 253. Marketer’s  are  Not  Ready % OF CMO’s REPORTING UNPREPAREDNESS 71% DATA EXPLOSION 68% SOCIAL MEDIA GROWTH OF CHANNEL & DEVICE CHOICES SHIFTING CONSUMER DEMOGRAPHICS 65% 63% SOURCE: IBM/CMO COUNCIL STUDY 258
  254. 254. PersonicX  Clusters Source:  hbps://isapps.acxiom.com/personicx/ 259
  255. 255. Black  Gold
  256. 256. High Level  of  Contextual  Sophis>ca>on Control: Biometrics Display technology Gesture-based control Adv. Context Distance? Depth? What floor in building? What aisle? Direction consumer facing? Light? Dark? Intelligence Purchase intent? In my store? In a competitor’s store? Within 1 hour of flight? Two days? Basic Context Behavior/Preferences GPS Time of day Low 2011 2012 2013 Source:  Adapted  from  “Going  on  the  Offensive  Against  Showrooming:    Leveraging  Mobile  to   Drive  Store  Analy;cs,  Traffic,  Engagement  and  Commerce.”  Mobile  Marke;ng  Assoca;on.    June   2012. 2014 2015 2016 261
  257. 257. Apple  5s  and  iOS7 262
  258. 258. Consumers  worry  about  access  to  their  data “In  general,  how  concerned  are  you  about  the  companies  you  interact  with  accessing the  following  personal  informaOon?” Behavioral  data Individual  data Derived  data 263
  259. 259. Source:  hlp://www.cagle.com/2013/07/obamacare-­‐data-­‐hub/ 264
  260. 260. Be  careful  with  what  you  know 265
  261. 261. Progressive  Snapshot May  Risk: Higher  premiums Invasive  tracking Your  data  being  sold 266
  262. 262. The  Heart  of  The  Maber Source:  hlp://boingboing.net/2012/09/28/why-­‐cant-­‐pacemaker-­‐users-­‐rea.html 267
  263. 263. “I  Take  the  5th” Source:  Sept.,  2013.  h*p://www.wired.com/opinion/2013/09/the-­‐unexpected-­‐result-­‐of-­‐fingerprint-­‐authenKcaKon-­‐that-­‐you-­‐cant-­‐take-­‐the-­‐fikh/#! 268
  264. 264. “If  You're  Not  Paying  For  It,  You   Become  The  Product” Source:  hbp://www.forbes.com/sites/marketshare/2012/03/05/if-­‐youre-­‐not-­‐paying-­‐for-­‐it-­‐you-­‐become-­‐the-­‐ product/ 269
  265. 265. CreaTng  a  new  compound  that  can   be  used  by  everyone! Da Mo So Lo Pr Co Value=SoLoMoCoDaPr
  266. 266. The  Rules  Have  Changed 271
  267. 267. Text  Messaging 272
  268. 268. Mobile  Text  Program 273
  269. 269. Text  Messaging  Flows 274
  270. 270. Developing  a  Text  User  Flow 275
  271. 271. Mobile  MarkeTng  Plazorm 276
  272. 272. Registering  Common  Short  Codes   277
  273. 273. Long  Codes 278
  274. 274. Mobile  Email 279
  275. 275. Email  EssenTals 1. Keep  it  simple  and  intuiTve.  Minimize  clicks  to  navigate  the  content. 2. Remove  non-­‐essenTal  elements—design  for  mobile  devices  with   images  turned  off. 3. Divide  content  into  clear  secTons  to  opTmize  decreased  screen  real   estate;  use  a  one-­‐  or  two-­‐column  template. 4. From  fields  should  be  5  characters  or  less;  Subject  lines  should  be  35   characters  or  less. 5. Stay  away  from  large  images  in  the  upper  le…  area. 6. Avoid  using  images  as  the  important  or  only  call  to  acTon. 7. Place  CTA  and  offer"above  the  fold." 8. Allow  enough  space  to  click  accurately.  The  bubon  height  should  be   40  px  to  45  px  with  15  px  for  padding. 9. Fonts  should  be  no  smaller  than  14  px  for  body  copy  and  strive  for   headline  fonts  at  22  px+. hbp://www.mmaglobal.com/node/20603 280
  276. 276. Mobile  Web • • Mobile Web Methods Transcoding Dedicated site Responsive Design Other considerations Content Management Systems Maintenance Budget Development Team Testing - 281
  277. 277. Mobile  Apps • • • Types of Apps Hybrid Native Develop Hand Development platform Other considerations Content Management Systems Maintenance Budget Development Team Testing Discovery - • • - 282
  278. 278. ApplicaTons  +  Social  Media • VW  mobile  gaming  &   adver*sing • VW    GTi  Real  Racing   app  for  2010  model • $500,000  spend • 6m  plus  downloads • Lowered  cost  of   acquisi*on  by  97% • More  cars  sold
  279. 279. Developing  to  the  Plazorm 284
  280. 280. App  Store  Data 285
  281. 281. NaTve  &  Hybrid  Apps  “Compared” HYBRID APPS Persistent Screen Real Estate Persistent Screen Real Estate Cross-Platform Reach Push Messaging Engagement Push Messaging Engagement Fast, Cheap Development Camera / Library / Mic Access Camera / Library / Mic Access Search Engine Discoverable Address Book / QR Code Access Address Book / QR Code Access Bookmarked and Forgotten Native Performance Native Performance No Push Messaging In-App Purchases and Ads In-App Purchases and Ads Camera / Library / Mic Access Promotion Through App Stores Promotion Through App Stores Address Book / QR Code Access Invisible to Search Engines Fast, Cheap Development Multi-Step Purchase Transactions Slow, Expensive Development Cross-Platform Reach Inconsistent Browser Capabilities Chronic Platform Fragmentation Invisible to Search Engines No App Store Distribution Source:  Brightcove  (2012).  How  to  Manage  the  Increasing  Complexity  and  Costs  of  Mobile  App  Development.  Mobile  Marke*ng  Associa*on 286
  282. 282. InteracTve  Voice 287
  283. 283. Almost 3 million people viewed the game on the street 3500 people played the game More than 250 people participated everyday Source:  Mobilera  (2010) 288
  284. 284. Last  call  by  13th  street  –  Horror   h*p://www.youtube.com/watch?v=qe9CiKnrS1w
  285. 285. Response  Codes 290
  286. 286. Codes,  Codes,  and  More  Codes Source: QR Code http://bit.ly/caStiw Source: i-Pop Source: UPC-E http://bit.ly/cjGNSE Source: ISBN http://bit.ly/cKVnIp 62407 **265 See www.usshortcodes.com See www.zoove.com Source: JagTag (hlp://bit.ly/cpjT4V) Source: UPC-A http://bit.ly/afXitT Source: Snaptell Source: Code 39 http://bit.ly/9dufkY 9231 See targeted carrier Source: http://bit.ly/d5quIU (bCode, Aug. 8, 2010) Source: Digimarc Near Field Communications 466453 See www.usshortcodes.com Source: http://bit.ly/czyjoI (JagTag, Aug. 8, 2010) #265 See www.singletouch.com 291
  287. 287. • What  is  a  Mobile  Barcode? Linear  (or  1-­‐D)  barcodes  are  machine   readable  codes  that  hold  a  minimal   amount  of  data • • • Mobile  (or  2-­‐D)  barcodes  hold  enough   data  to  create  fun  and  exciKng  mobile   markeKng  opportuniKes • • QR  Code  ™   Microsom  Tag   DataMatrix SnapTag Source:  Neusar  (2013).  Mobile  Barcode  Marke*ng  -­‐  From  A  to  Z.  Mobile  Marke*ng  Associa*on • Mobile Barcodes are printed or digitally rendered symbols that link consumers with interactive mobile content They transform traditional print mediums into mobile digital media – a powerful new media form where print, mobile and web converge Reach Ubiquity across the broad base of mobile subscribers. Bridges offline and online media Targeting messages and content One to One, on demand interaction Scan location and time Knowledge of media placement Measurement Ongoing measurement of results Continuous refinement
  288. 288. Also  Consider • • • • Digital  Watermarking Image  recogni;on Audio  recogni;on Augmented  reality 293
  289. 289. Build  Your  Own  QR  Code 294
  290. 290. CollaboraTon “In  the  long  history  of   humankind  (and  animal  kind,   too)  those  who  learned  to   collaborate  and  improvise  most   effec*vely  have  prevailed.” Mobile  Darwinism 295
  291. 291. 296
  292. 292. The  Industry  Structure Sellers Th eC ons u me r Buyers Agencies Brands Retailers Innovators/Enablers Associates Old  &  New  Media  Publishers AdverKsing  Plavorms/Enablers Messaging,  App,  Mobile  Web,   Commerce,  Reserach... Investors,  Analysts,  Academics... 297
  293. 293. Wealth  to  InformaTon  At  Your   FingerTps 298
  294. 294. IAB  Mobile  CreaTve  Library h*p://www.iabuk.net/ disciplines/mobile-­‐markeKng/ mobile-­‐campaigns 299
  295. 295. • eMarketer • Mobile  Marketer PublicaTons • Mobile  Commerce  Daily • SmartBriefs   – Mobile  MarkeTng  AssocaTon – IAB –… • Business  Insider  ($) • Tech  Crunch • Google  Alerts • Google  Mobile  Playbook   300
  296. 296. InformaTon  &  Insight • MarkeTng  Charts  (www.markeTngcharts.com) • Our  Mobile  Planet  (www.ourmobileplanet.com) • Vendors,  e.g.  InMobi,  Millennial  Media,  Placecast • Flurry  Blog  (hbp://blog.flurry.com/) • comScore  ($) • Nielsen  ($) • eMarketer  ($) • U.S.  Wireless  Facts  (hbp://www.cTa.org/advocacy/research/ index.cfm/aid/10323) 301
  297. 297. Contact  Info • Jeff  Hasen • jeff.hasen@mobivity.com • @je.asen • je.asen.com • Michael  Becker • michael.becker@somoglobal.com • @mobiledirect
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