Why You Need a Mobile Marketing Strategy


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In this presentation give to the AAF-Louisville YAPS, Christy Belden stresses the importance of mobile marketing and how you need to build a mobile marketing strategy now.

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Why You Need a Mobile Marketing Strategy

  1. 1. Mobile MarketingThe New Digital LandscapeJuly 18, 2012Christy Belden, VP of Media + Marketing, Leapfrog Interactive
  2. 2. LeapFrog InteractiveFollow Us!Twitter: @LFI Facebook: www.facebook.com/LeapFrogInteractiveAgencyGoogle+: LeapFrog InteractiveBlog: www.leapfroginteractive.com/blog
  3. 3. Christy Belden Vice President, Media + Marketing, LeapFrog Interactive PPC, SEO, social media, email, mobile, traditional—she’s been there and done that. She continues to build a deep well of experience and is • Experience: 12 years Christy Knows always in touch with • The Courier-Journal the trends and • University of Louisville Marketing strategies that provide • Eastern Kentucky a solid return on University clients’ investments. • @christy_belden
  4. 4. @christy_belden@adfedlou#YAPAdvice@lfi
  5. 5. Mobile Marketing What is Mobile Marketing? So? What Is All The Hype About? Why You Need a Mobile Marketing Strategy Successful Campaigns Conclusion Questions?
  6. 6. What is Mobile Marketing?
  7. 7. DefinitionMobile Marketing“Mobile Marketing is a set of practices that enables organizations tocommunicate and engage with their audience in an interactive andrelevant manner through any mobile device or network.” –mmaglobal.com
  8. 8. Types of Mobile MarketingMobile marketing can be as complicated asdesigning a mobile phone app for the iPhone orAndroid device platform or it can be as simple as“texting” special offers to a list of customers whohave "opted into" receiving offers and other themedcontent.
  9. 9. QR Codes- “Quick Response Codes”-  Scanned using “reader” app-  Can present the user with links to mediaor coupons-  Used for call-to-action/special offerredemption.-  Exist in real world like magazines, walls,banners or perhaps a TV commercial.-  Perfect to enhance an existing campaignand add a mobile element to the B2Cinteraction.
  10. 10. Mobile Ads -  Smaller “banner ads” or “pop-ups” - Similar to ads at the margins of websites -  Targeted towards mobile optimized websites and apps. -  These ads will only show on your mobile site/app/ game.
  11. 11. Anatomy of Mobile Ads on Pandora Mobile - Whole image is a link - Leads to- User has option to“clear” the McDonalds.comadvertisement - “Cherry Berry Chiller” feature on site -  Coupons and availability- The ad collapses afterinitial launch in order tonot interfere with appexperience
  12. 12. Mobile Landing Pages-  Web-pages optimized formobile devices.-  Average mobile phone screentoday isn’t much bigger than acredit card- Allows for easy navigation anduse on smart-phones.-  More efficient interactionbetween the consumer and thebusiness online and on the go.
  13. 13. Social Media Mobile Ads -  Ads designed for social media content -  Live inside the various social media phone apps -  Allow for highly targeted ad placement -  In depth performance tracking for ROI analysis -  Enormous exposure potential with 100’s of millions of users
  14. 14. Location Targeting Ads-  Utilizes mobile GPS-  Allows for ads to show onlywithin a given location-  Can be coupled with NFC(near field communication) andtext based campaigns-  Ideal for targeting the area inclose vicinity to business
  15. 15. Mobile Applications (Apps) -  Downloadable interactive applications -  Unlimited potential for creativity and innovation -  Utilize, touch, voice and other physical feedback -  Used to “immerse” customer into a “brand experience” -  Can be used to deliver content like a service, info or entertainment -  Extremely customizable; you can get an app to do anything!
  16. 16. SMS Mobile Marketing-  Texting based marketing/adcampaigns-  Requires a database withcustomer phone numbers and/or names-  Can be used for coupon,special offer or other call toaction initiatives-  Relatively inexpensive andsimple to implement-  Very useful due to spread of“unlimited texting” plans
  17. 17. Mobile Paid Search- New Enhanced Campaigns inGoogle AdWords now include mobilepaid search by default- Call Extensions in AdWords provideclick-to-call and detailed call metricsfor reporting- Now any phone number can beused at the Ad Group level for easiermanagement on national accounts-  Mobile landing pages are stronglyrecommended for best results
  18. 18. Mobile Organic Search Source: http://www.marketingcharts.com/wp/direct/27-of-google-searches- estimated-to-be-mobile-in-q4-26361/attachment/rkg-mobile-share-of- search-engine-traffic-in-q4-2012-jan2013/
  19. 19. So? What’s all the hypeabout?
  20. 20. The Mobile Revolutionhttp://gomobilefl.com/number-smartphone-users-u-s-2010-2016-in-millions/
  21. 21. Key Factors to consider:-Smart-phone proliferationaccelerating due to costs oftechnology decreasing overtime. -The relative ease of use in operating basic functions of mobile devices such as browsing. -Connectivity+Convenience offered by mobile devices allow for instantaneous research and purchase for various products and services. -In combination with the above factors, business today has the ability to reach the consumer anywhere and at anytime.
  22. 22. Seriously, we do mean EVERYWHERE and ANYTIME… http://adage.com/article/adagestat/56-mobile-users-admit-potty-talk-texting/149375/
  23. 23. The Power of Mobile Reachhttp://www.digitaltrends.com/mobile/over-one-third-smartphone-owners-use-apps-before-getting-up/
  24. 24. Mobile Marketing Applications: http://www.marketingcharts.com/wp/direct/b2c-mobile-tactics-favor-advertising-over-marketing-25013/
  25. 25. Why You Need a MobileStrategy
  26. 26. “Network-equipment makerCisco Systems Inc. estimatedthat global mobile data trafficrose 70% last year andprojected a 13-fold increasebetween 2012 and 2017.” -WSJhttp://online.wsj.com/article/SB10001424127887323699704578326361049129122.html?mod=e2tw
  27. 27. Mobile couples theadvantages of connectivityoffered by the internet with -Result is instant and direct access to thethe convenience of the cell masses.phone: -Size of business and operations is arbitrary -All these trends are global in scope http://stakeholders.ofcom.org.uk/market-data-research/market-data/communications-market-reports/cmr12/international/ icmr-5.30
  28. 28. iPhone 5 Blackberry 10 Huawei Ascend Galaxy S31) Technology is evolving towards an all-mobileenvironment (Google Glass)2) Oracle, Verizon and other companies are spendingbillions in order to update their networks as we speak inorder to facilitate growth in mobile data.3) Simply put, it is where the customer is and what theywant!
  29. 29. http://www.smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobile-marketing-statistics/
  30. 30. From a marketers perspective it is not smart to ignore the current trends. Of all theworlds web traffic (100’s of millions of websites and trillions of bits of data) 10%occurs on mobile devices. Lesson? People are on their phones and online, a lot.http://www.smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobile-marketing-statistics/
  31. 31. “(Mobile) App stores run by Appleand Google Inc. now offer morethan 700,000 apps each. With somany apps to choose from,consumers are estimated to spendon average about two hours aday with apps. Global revenuefrom app stores is expected to rise62% this year to $25 billion,according to Gartner Inc.” -WSJhttp://online.wsj.com/article/SB10001424127887323293704578334401534217878.html?mod=e2tw
  32. 32. Successful Campaigns
  33. 33. McDonald’s “FishMcBites” promotion - Campaign lived exclusively within the mobile site of ESPN.com -  The ads link to an interactive experience on McDonalds.com -  Short call to action “Fish McBites. Hurry, they won’t last long” -  Offered a “fish sound-board” onsite as well as a downloadable “mouth-off” app
  34. 34. Burberry Interactive “Smart Personalization” campaign-  Coordinated with fashion show broadcast-  Chips embedded in clothing on the runway activate mediacontent viewable on mobile devices-  The chips link with mobile devices logged into Burberry.com-  During pre-order a video plays showing the customers namebeing added to special nameplates inside products forcustomization-  In store, the same chips activate full size mirrors to broadcastthe same content-  Further content about specific craftsmanship is available oncethe product is delivered.http://mashable.com/2013/02/17/burberry-rfid-chip/
  35. 35. Sephora Cross-Channel App -  App was pushed through “free sample of make-up if you download the app” initiative -  App allows for scanning of product bar codes to view reviews and other related content in-store -  “Beauty Insider” campaign created accounts for customers that allowed for features such as cataloging previous purchases. Spawned a self sufficient customer community. -  Short survey during sign-up collected valuable marketing data
  36. 36. Hooter’s SMS Super-BowlCampaign - Text “FOOTBALL” to enter for a chance to win a trip to the 2013 Super Bowl - Segmented customers for future football related promotions -  Mobile database added 50,000 customers
  37. 37. What about Non-profits? LowBudgets? Fundraising? Mobile campaigns can be expensive and large scale. But they don’t have to be! - DonorPro offers affordable solutions to fund-raising campaigns using “text-to-donate” technology. -  CouponSherpa and Yowza!! apps allow for location based coupon distribution. -  FourSquare app lets users “check-in” to your business, share reviews and recommendations, directly broadcast to the public via social media. -  iLoop Mobile manages coupon, quiz, sweepstake and other offer/content distribution.
  38. 38. Strategies
  39. 39. Mobile Marketing Checklist After researching and identifying the target audience: 1)  What do you want the customer to do? - Build Brand awareness -Drive website traffic -Search -Drive sales -Drive to store
  40. 40. 2) Optimize your corporate site for Mobile access- This is the most vital and basic element of a mobile strategy.
  41. 41. 3) Are you dealing with a new or established campaign/product/service?- A new release generally requires a combination ofmobile elements (social media, landing page, video etc.) in order to raise awareness quickly.
  42. 42. 4) What are you offering?-This is important to consider as various products and services have differing appeal aspects.
  43. 43. 5) What devices and technology is the target audience using? -Depending on the devices employed, the size,scope and impact of your campaign will be affected.
  44. 44. Questions?