Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
ANINTROTO THE MOBILELANDSCAPE<br />Location, location, location -<br />What it Means for You<br />
What’s the Story With Mobile?<br />
Mobile Overview<br />Let’s look at a few stats<br />
Mobile: Converging with Local & Social<br />Mobile is hot!<br />But, is mobile marketing right for your company?<br />
We Use mobile devices to:<br /><ul><li>SMS / MMS
Bluetooth, Wireless and Infared marketing
Mobile Search Marketing
Mobile Display Advertising
Mobile Video Advertising
Mobile Applications
QR-codes</li></li></ul><li>What Mobile Industry Experts Say:<br />“There is positive growth around m-commerce (actual good...
More industry Views:<br />   “Over the next decade, mobile marketing will become mainstream, and multi-channel mobile comm...
Mobile Activity<br />
Mobile Is The Most Intimate Marketing Channel<br />
Your Customer is Priority one!<br /><ul><li>36% of people plan to find product reviews on mobile devices [Source: JiWire, ...
33% of people plan to discover current inventory at nearby stores on mobile devices [Source: JiWire, November 2010]
26% of people plan to connect with social networks through location-based features [Source: JiWire, November 2010]
62% of people have used "find a store location" features within an ad on mobile devices [Source: JiWire, November 2010]
30% of people are willing to travel more than five miles to redeem a mobile coupon [Source: JiWire, November 2010]
49% of the On-The-Go Audience is open to checking-in on mobile apps, with 29 percent looking for deals and 17 percent want...
Mobile Pros<br /><ul><li>People accessing internet through mobile is increasing
Smartphones becoming increasingly sophisticated
Marketers can interact on a deeper, more personal level
Effective form of permission-based marketing
Extraordinary reach
More brands experimenting with mobile
Upcoming SlideShare
Loading in …5
×

Intro to Mobile Marketing - WITI Presentation

1,025 views

Published on

New media, in particular social business and mobile marketing, are transforming the marketing landscape. This presentation gives you a high-lever overview of the mobile landscape, and gets you started on building a business case for integrating mobile into your overall marketing strategy.

Published in: Self Improvement
  • Be the first to comment

Intro to Mobile Marketing - WITI Presentation

  1. 1. ANINTROTO THE MOBILELANDSCAPE<br />Location, location, location -<br />What it Means for You<br />
  2. 2. What’s the Story With Mobile?<br />
  3. 3. Mobile Overview<br />Let’s look at a few stats<br />
  4. 4. Mobile: Converging with Local & Social<br />Mobile is hot!<br />But, is mobile marketing right for your company?<br />
  5. 5. We Use mobile devices to:<br /><ul><li>SMS / MMS
  6. 6. Bluetooth, Wireless and Infared marketing
  7. 7. Mobile Search Marketing
  8. 8. Mobile Display Advertising
  9. 9. Mobile Video Advertising
  10. 10. Mobile Applications
  11. 11. QR-codes</li></li></ul><li>What Mobile Industry Experts Say:<br />“There is positive growth around m-commerce (actual goods rather than mobile downloads), with both consumers and companies getting more comfortable with ordering using their phone.” <br />NicoKöpke<br />CEO, KODIME<br />
  12. 12. More industry Views:<br /> “Over the next decade, mobile marketing will become mainstream, and multi-channel mobile communications is probably the most important and exciting opportunity for enterprises in every segment.” <br />Johan Lindstrom<br />Director of Product Management, mBlox<br />
  13. 13. Mobile Activity<br />
  14. 14. Mobile Is The Most Intimate Marketing Channel<br />
  15. 15. Your Customer is Priority one!<br /><ul><li>36% of people plan to find product reviews on mobile devices [Source: JiWire, November 2010]
  16. 16. 33% of people plan to discover current inventory at nearby stores on mobile devices [Source: JiWire, November 2010]
  17. 17. 26% of people plan to connect with social networks through location-based features [Source: JiWire, November 2010]
  18. 18. 62% of people have used "find a store location" features within an ad on mobile devices [Source: JiWire, November 2010]
  19. 19. 30% of people are willing to travel more than five miles to redeem a mobile coupon [Source: JiWire, November 2010]
  20. 20. 49% of the On-The-Go Audience is open to checking-in on mobile apps, with 29 percent looking for deals and 17 percent wanting to share location[Source: JiWire, November 2010] </li></li></ul><li>Mobile Marketing Case Studies<br />Pros & Cons and…<br />Source: Econsultancy, BCG<br />
  21. 21. Mobile Pros<br /><ul><li>People accessing internet through mobile is increasing
  22. 22. Smartphones becoming increasingly sophisticated
  23. 23. Marketers can interact on a deeper, more personal level
  24. 24. Effective form of permission-based marketing
  25. 25. Extraordinary reach
  26. 26. More brands experimenting with mobile
  27. 27. Rapid growth of mobile apps
  28. 28. Greater move toward open standards
  29. 29. Easier to pay for products via mobile</li></li></ul><li>Mobile Cons<br /><ul><li>Poor usability: low screen sizes, keypads, slow network
  30. 30. Perception problem from investors
  31. 31. Lack of customer awareness
  32. 32. Mobile marketing can be expensive to run
  33. 33. Lack of awareness about legal issues and regulation
  34. 34. Lack of standards
  35. 35. Innovation among mobile operators lagging
  36. 36. Running mobile marketing campaigns is complex</li></li></ul><li>The FutureoF Mobile<br />“2010 will be the decade of the mobile phone. Mobile Marketing will become mainstream, and multi-channel mobile communications is probably the most important and exciting opportunity for enterprises in every segment.” <br />Opportunity Ahead<br />
  37. 37. Mobile Opportunities<br /><ul><li>Consumer awareness of mobile channels growing rapidly
  38. 38. Geo-targeting and Location-based-services huge
  39. 39. Greater availability of GPS on handsets
  40. 40. Customized, targeted advertising on a very personal device
  41. 41. High growth predicted for mobile and local search
  42. 42. Real-time nature of mobile
  43. 43. Integrates all forms of media into one device
  44. 44. Inherently measurable
  45. 45. Improved user experience</li></li></ul><li>Mobile Phones = MCommerce<br />
  46. 46. Casestudy - SMS<br />Sunderland Empire Theatre <br />client<br />Agency<br />Interlinked <br />details<br />Problem: The Sunderland Empire Theatre needed to generate a new database of interested theatre visitors. Database used for marketing and promotion.<br />Solution: SMS – Text 2 Win promo<br />
  47. 47. Casestudy- MMS<br />case<br />BMW<br />details<br />An innovative and highly targeted MMS campaign by BMW in Germany provides a good example of mobile messaging can be used to engage with individual consumers.<br />
  48. 48. Casestudy - QR Codes<br />Pepsi Max<br />client<br />Agency<br />Graphico DMG<br />details<br />Problem: How do you stimulate and motivate Pepsi‟s target audience (18 – 24 year old males)?<br />Solution: QR codes on 400 million packs <br />
  49. 49. Making The Case For Mobile marketing<br />Planning a campaign<br />
  50. 50. Go Forth And Connect!<br />Cost Effective<br />Business Benefits<br />The mobile medium is an inherently intimate medium enabling highly targeted, one-to-one communication with audiences and lots of potential for personalization and upselling.<br />Flexibility<br />Uncomplicated<br />Extraordinary Reach<br />Multi-Purpose<br />Integration<br />In-Depth Analysis<br />Permission-Based<br />M-Commerce<br />
  51. 51. Mobile Checklist<br />With an increased click through rate of 6-8% and having YOUR customers be able to just click for instant contact this is definitely something to test out with your market. http://goo.gl/eNsts<br />Will make choosing your best mobile search keywords a lot easier. This tool breaks it down by desktop, Mobile WAP devices, and mobile browsers with full Internet.<br />http://goo.gl/FD84E<br />Mobile campaigns must be tailored for the target audience as this will affect how customers respond to the campaign. <br />Google’s best practices guide will show you whether driving business to the phone is for you.<br />http://goo.gl/aNMTT<br />For example Facebook will redirect to touch.facebook.com for touch screen capable devices like the Droid and iPhone. Simpleand shorter.<br />Best Practices<br />Click to Call<br />Keyword Tool<br />Mobile-Friendly Site<br />Objectives<br />All about your customer<br />Objectives must be set out clearly prior to starting the campaign, and set benchmarks and metrics.<br />
  52. 52. “How much should we budget?”<br />There are various costs associated with a mobile campaign: <br /><ul><li>Creative
  53. 53. Messaging
  54. 54. Marketing and promotion. </li></ul>Perhaps also costs for: <br /><ul><li>Short codes
  55. 55. Keywords
  56. 56. Message cost
  57. 57. Billing
  58. 58. Renting and setting up the platform</li></li></ul><li>Planning a Campaign<br />Adapted from: Mobile Marketing: From Marketing Strategy to Mobile Marketing CampaignImplementation, MattiLeppäniemi<br />
  59. 59. In Summary:<br /><ul><li>Start with a Readiness Assessment
  60. 60. Build a business case for mobile media
  61. 61. Decide whether to outsource or train in-house team
  62. 62. Articulate a marketing strategy for mobile and integrate
  63. 63. Assess ROI across all of your marketing
  64. 64. Design customized metrics for mobile
  65. 65. Keep execution relevant to customers
  66. 66. Have fun with customers in this very personal mobile environment!</li></li></ul><li>Thank You!Let’s connect!<br />Web: www.AppliedConnectioneering.com<br />Email: Ghennipher@AppliedConnectioneering.com<br />Phone: 888.607.5801<br />

×