Mobile, is it your missed opportunity?                          Digital Influencer Seminar                                ...
2            Can everyone pull out their                 mobile devices?Prepared for DIGITAL INFLUENCER 2013| ©2013 Vibes....
3The mobile phone addiction The depth of attachment to mobile phone is not surprising considering how attached consumers a...
4Mobile by numbers          90                          Average text response time: 90 seconds                            ...
5The mobile opportunity                                                                         Mobile                    ...
6Common mobile marketing experiences         Advertising Activation                       Sponsorship & Event Activation  ...
7Weaving mobile into the customer journeyDIGITAL TOUCHPOINTS                                                              ...
8   Target customer journey   DIGITAL TOUCHPOINTS                                                                        M...
9                  How do you get started?Prepared for DIGITAL INFLUENCER 2013| ©2013 Vibes. All Rights Reserved. Confiden...
10Know YOUR goals   INCREASE SALES                                                  BUILD A MOBILE DATABASE               ...
11Know YOUR goals       THESE DON’T WORK BECAUSE THEY ARE                   TOO VAGUEPrepared for DIGITAL INFLUENCER 2013|...
12Make your goals specific   Increase basket size 10% in 6 months by offering   unique offers that create a sense of immed...
13Identify how you’ll measure success• Increase in sales?• Number of opt-in’s over a certain  period of time?• Foot traffi...
14Identify how you’ll measure success• Increase in sales?• Number of opt-in’s over a certain  period of time?• Foot traffi...
15Only use mobile if it creates value   For YOUR customer                                                                 ...
16Know your customer                 Meet Jenny                                   • Who is your target audience is?       ...
17Define mobile-appropriate content                                                    Engaging Content              Time ...
18                                      THINK MOBILE FIRST.Prepared for DIGITAL INFLUENCER 2013| ©2013 Vibes. All Rights R...
19                                                   Mobile marketing                                                   wi...
207 steps to get started• Create SMART mobile business and campaign goals• Establish success metrics and track towards the...
21              Ready for some real world                     examples?Prepared for DIGITAL INFLUENCER 2013| ©2013 Vibes. ...
22Luxury tanning salon             CHALLENGE                                            SOLUTION                       RES...
23Local TV station             CHALLENGE                                            SOLUTION                           RES...
24Chipotle and the Chicago Blackhawks             CHALLENGE                                            SOLUTION           ...
25              Text DIS2013 to 84237       For a chance to win a $15 Starbucks                     gift card             ...
The technology poweringJaimie Camesano                       mobile relationshipsSr. Director, Sales & Servicee: Jaimie.Ca...
27An introductionJaimie Camesano                                                               Vibes Media• First got star...
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Digital Influencer Marketing Seminar - Vibes

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Digital Influencer Marketing Seminar - Vibes

  1. 1. Mobile, is it your missed opportunity? Digital Influencer Seminar March 4th 2013
  2. 2. 2 Can everyone pull out their mobile devices?Prepared for DIGITAL INFLUENCER 2013| ©2013 Vibes. All Rights Reserved. Confidential 2013|
  3. 3. 3The mobile phone addiction The depth of attachment to mobile phone is not surprising considering how attached consumers are to their mobile phone throughout their daily lives. Source: Vibes Mobile Consumer Survey August 2012Prepared for DIGITAL INFLUENCER 2013| ©2013 Vibes. All Rights Reserved. Confidential 2013|
  4. 4. 4Mobile by numbers 90 Average text response time: 90 seconds Average email response time: 90 minutes 36% Read product reviews on their mobile phone in-store to decide between products 10x Mobile coupons get 10 times the redemption rate of traditional coupons Source: CTIA.org, Mashable, Borrell Associates, January, 2012Prepared for DIGITAL INFLUENCER 2013| ©2013 Vibes. All Rights Reserved. Confidential 2013|
  5. 5. 5The mobile opportunity Mobile Marketing targeting & alerts segmentations mobile Mobile database Service MMS loyalty M2M SMS push QR payments notification codes service service in-venue alerts apps interactions coupons mobile web location- based display social services networking sponsor mCommerce rich text apps media media buys Mobile Mobile Experiences AdvertisingPrepared for DIGITAL INFLUENCER 2013| ©2013 Vibes. All Rights Reserved. Confidential 2013|
  6. 6. 6Common mobile marketing experiences Advertising Activation Sponsorship & Event Activation Mobile Coupons & Incentives Create engagement and build database Drive engagement and app downloads Boost in-store traffic and spend In-store Mobile Marketing List Segmentation & Targeting Loyalty Program Extension Educate and increase basket size Improve relevancy and response Promote retention and repeat salesPrepared for DIGITAL INFLUENCER 2013| ©2013 Vibes. All Rights Reserved. Confidential 2013|
  7. 7. 7Weaving mobile into the customer journeyDIGITAL TOUCHPOINTS website social email display AWARENESS ENGAGEMENT TRANSACTION LOYALTY TV store loyalty events programOFFLINE TOUCHPOINTSPrepared for DIGITAL INFLUENCER 2013| ©2013 Vibes. All Rights Reserved. Confidential 2013|
  8. 8. 8 Target customer journey DIGITAL TOUCHPOINTS Mobile Account Updates Coupons Opt-in Daily App Deals Promotion AWARENESS ENGAGEMENT TRANSACTION LOYALTY traditional traditional consumer consumer mobile mobile in-store in-store mobile mobile mobile mobile advertising advertising sponsorship sponsorship promotion promotion incentives & incentives & mobile mobile database database VIP/rewards VIP/rewardsadvertisingadvertising activation activation activation activation activation activation coupons coupons marketing marketing marketing marketing program program In-store signage/QR code In-store promotion Sales Circular OFFLINE TOUCHPOINTS Prepared for DIGITAL INFLUENCER 2013| ©2013 Vibes. All Rights Reserved. Confidential 2013|
  9. 9. 9 How do you get started?Prepared for DIGITAL INFLUENCER 2013| ©2013 Vibes. All Rights Reserved. Confidential 2013|
  10. 10. 10Know YOUR goals INCREASE SALES BUILD A MOBILE DATABASE CREATE LOYALTYGET AWARENESS FOR MY STORE OR PRODUCTPrepared for DIGITAL INFLUENCER 2013| ©2013 Vibes. All Rights Reserved. Confidential 2013|
  11. 11. 11Know YOUR goals THESE DON’T WORK BECAUSE THEY ARE TOO VAGUEPrepared for DIGITAL INFLUENCER 2013| ©2013 Vibes. All Rights Reserved. Confidential 2013|
  12. 12. 12Make your goals specific Increase basket size 10% in 6 months by offering unique offers that create a sense of immediacy and inclusivity for my most loyal customers. OR Add 500 new subscribers to my mobile database in 6 months by creating a unique opt-in offer for new subscribers.Prepared for DIGITAL INFLUENCER 2013| ©2013 Vibes. All Rights Reserved. Confidential 2013|
  13. 13. 13Identify how you’ll measure success• Increase in sales?• Number of opt-in’s over a certain period of time?• Foot traffic to your store or location?Prepared for DIGITAL INFLUENCER 2013| ©2013 Vibes. All Rights Reserved. Confidential 2013|
  14. 14. 14Identify how you’ll measure success• Increase in sales?• Number of opt-in’s over a certain period of time?• Foot traffic to your store or location? Establish criteria for success and monitor them during and after your campaign.Prepared for DIGITAL INFLUENCER 2013| ©2013 Vibes. All Rights Reserved. Confidential 2013|
  15. 15. 15Only use mobile if it creates value For YOUR customer For YOUR business The content helps make Mobile helps me my life easier achieve my SMART business goals Mobile creates The content is timely unique experiences and relevant to me my customers are asking for I receive exclusive Mobile helps me content or offers for the increase customer brand or product loyalty and revenuePrepared for DIGITAL INFLUENCER 2013| ©2013 Vibes. All Rights Reserved. Confidential 2013|
  16. 16. 16Know your customer Meet Jenny • Who is your target audience is? • Create between 1-3 customer persona’s • Get very specific on who this customer is and what is important to them • Define a customer journey on how • Just turned 27 that person might interact with both your offline and digital touch • Recently engaged and planning points her dream wedding • Considers herself a fashionista • College graduate with full time marketing job • Can’t wait to start a familyPrepared for DIGITAL INFLUENCER 2013| ©2013 Vibes. All Rights Reserved. Confidential 2013|
  17. 17. 17Define mobile-appropriate content Engaging Content Time Location Interaction Use mobile when Think of WHERE The mobile experience should you have to say something your audience is when be part of a DIALOGUE and RIGHT NOW you interact drive deeper engagementPrepared for DIGITAL INFLUENCER 2013| ©2013 Vibes. All Rights Reserved. Confidential 2013|
  18. 18. 18 THINK MOBILE FIRST.Prepared for DIGITAL INFLUENCER 2013| ©2013 Vibes. All Rights Reserved. Confidential 2013|
  19. 19. 19 Mobile marketing will fail if created in a siloPrepared for COMPANYNAME© 2012 Vibes. All Rights Reserved. Confidential.
  20. 20. 207 steps to get started• Create SMART mobile business and campaign goals• Establish success metrics and track towards them• Make sure mobile is adding value for your customers and your business• Know YOUR target customer• Create unique content that leverages time, location and drives engagement• Think mobile first• BUT don’t let it sit in a silo – use it to activate your existing marketing!Prepared for DIGITAL INFLUENCER 2013| ©2013 Vibes. All Rights Reserved. Confidential 2013|
  21. 21. 21 Ready for some real world examples?Prepared for DIGITAL INFLUENCER 2013| ©2013 Vibes. All Rights Reserved. Confidential 2013|
  22. 22. 22Luxury tanning salon CHALLENGE SOLUTION RESULTS • Build brand loyalty • Create a mobile VIP club • Over 38,400 unique coupons • Increase sales and customer • Provide new and existing distributed in 6 months retention over time subscribers with unique coupon • Over 28,350 subscribers in 6 • Drive repeat client visits code to be redeemed at months participating locations • ~55% redemption rate during • Promote exclusivity through that time social media Exclusive content and Build opt-in list Promote on social sites incentivesPrepared for DIGITAL INFLUENCER 2013| ©2013 Vibes. All Rights Reserved. Confidential 2013|
  23. 23. 23Local TV station CHALLENGE SOLUTION RESULTS • Run “Countdown to Christmas” • Featured a business everyday • 16 mobile coupons; average of text-2-win campaign during morning broadcast and 200 total visits per mobile page • Drive in-store traffic to giveaway $100 gift card • 1,464 total subscribers in retailers giving away gift cards • Offer a coupon in the bounce database • Build alert list for businesses in back message of the user’s SMS • Average open rate of 21% hopes to prove value entry(mobile landing page) • Total of 9,298 entries over the campaign Drive In-Store Traffic Build alert list Raise awareness for community storesPrepared for DIGITAL INFLUENCER 2013| ©2013 Vibes. All Rights Reserved. Confidential 2013|
  24. 24. 24Chipotle and the Chicago Blackhawks CHALLENGE SOLUTION RESULTS • Drive traffic to Chicago-land • Create a season-long • Chicago-land Chipotles saw locations within a targeted sponsorship that rewards significant redemption time frame participants every time the numbers after each promotion • Encourage repeat visits Blackhawks score more than 3 goals in a game • Build a mobile database • SMS bounceback has link to mobile page with exclusive offer Exclusive content and Build opt-in list Promote on social sites incentivesPrepared for DIGITAL INFLUENCER 2013| ©2013 Vibes. All Rights Reserved. Confidential 2013|
  25. 25. 25 Text DIS2013 to 84237 For a chance to win a $15 Starbucks gift card Brought to by Message & data rates may apply. STOP 2 quit. HELP 4infoPrepared for DIGITAL INFLUENCER 2013| ©2013 Vibes. All Rights Reserved. Confidential 2013|
  26. 26. The technology poweringJaimie Camesano mobile relationshipsSr. Director, Sales & Servicee: Jaimie.Camesano@vibes.comtwitter: @jncamesanop: 919.749.3570
  27. 27. 27An introductionJaimie Camesano Vibes Media• First got started in mobile in • Opened its doors in 1998 2004 – before the iphone was • Headquartered in Chicago, IL the deal • Privately held company that is• Has worked with mobile game profitable & application companies, online mobile storefronts, ringtones, • Works with over 400+ clients in wifi chipset manufactures and various industries like media & mobile marketing providers entertainment, carriers and retail• HUGE fan of the mobile space • We have 95 employees with years• Technology junkie of mobile marketing experience • Robust cloud based technology• Have been with Vibes for 2+ yrs platformPrepared for DIGITAL INFLUENCER 2013| ©2013 Vibes. All Rights Reserved. Confidential 2013|

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