1. Three Things To Know
About Mobile Marketing 2011
Presented by Kerstin Plemel, February 2, 2011
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2. Definition of
Mobile Marketing
In 2008, the Mobile Marketing Association defined mobile
marketing as “a set of practices that enables organizations to
communicate and engage with their audience in an interactive
and relevant manner through any mobile device or network.”
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3. Definition of
Mobile Marketing
Marketers need to consider
advertising, marketing, and
ecommerce on all
connected devices,
including tablets, e-
readers, game players,
quick messaging devices,
and other wireless
gadgets.
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4. Mobile Marketing Facts
1. In the United States, 35% of cell phone subscribers are using
smart phones and that number will continue to rise as smart
phones become more affordable.
2. According to a recent study released by Nielsen, iPad owners are
more receptive than owners of other connected devices to
advertising. At the Shop.org Summit, eBay and other retailers
talked about seeing higher conversion rates on the iPad than on
smart phones or the PC-based Web.
3. According to a Kalorama 2010 report, patient monitoring devices
account for the largest share of sales in the handheld market.
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5. Mobile Marketing Examples
2010 Mobile Marketer of the Year: Starbucks
1. Multi-channel marketing plan includes
social media, print, television, radio, direct
mail, catalogs, insert media and the
Internet
2. Mobile marketing utilizes location,
timeliness and immediacy, convenience
and measurability.
3. Focus on building a qualified database of
mobile campaign respondents
1. Opt-in list valuable: less churn rate with
mobile phone numbers than email and
physical addresses
2. Customers receive relevant messages and
offers based on age, gender, interests and
location
3. In May 2010, Starbucks unveiled the largest
combined mobile payments and loyalty
program in the United States.
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6. Mobile Marketing Examples
The Latest in Mobile Marketing: Black Eyed Peas
360-degree Mobile Music video
1. World’s first and only, as of
January 26, 2011, available from
the iTunes App Store $2.99
2. Developed for Apple’s iDevice line
(iPhone, iPad, iTouch)
3. The app users can point and
rotate an iPhone, iPod touch, or
iPad to change their point of view,
similar to Google Street View.
Users can see what's going on in
every direction and zoom in for
closer inspection.
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7. Mobile Marketing
Examples
Up and Coming: mHealth Mobile
Healthcare
1. Pixineer targets healthcare providers who want to “show” patients visible results, i.e.
plastic surgery and dentistry
• Apps provide capability to show before and after shots, and how procedures are
performed. Patients can also use app to schedule appointments and contact their
surgeon
2. A Saudi telecom company has launched Baby Ultrasound MMS service.
• Expecting parents can receive their baby’s ultra sound image and video via MMS
after their visit to their doctor at Dr Suliman Al-Habib Hospital. The images can be
shared with family and friends through MMS, social networks and email.
3. Remote patient monitoring predicted to grow 26 percent annually
• Remote monitoring includes services for diabetes, cardiac arrhythmia, sleep apnea,
asthma, and chronic obstructive pulmonary disease (COPD). According to a report
from Juniper Research, by the year 2014, public and private healthcare providers
may save between $1.96 billion and $5.83 billion in healthcare costs through
remote patient monitoring over cellular networks.
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8. Top Three Things Marketers Should
Know About Mobile Marketing in 2011
(From 11 trends for mobile apps in 2011 at MobileMarketer.com)
1. Your mobile strategy will go beyond the iPhone and iPad
– In 2011, businesses will recognize that having an iPhone application does
not constitute a real mobile strategy to achieve their goal of increasing
reach.
2. The number of active users will be more important than the number of
downloads
– Most businesses today do not know what is happening inside their
applications, hence only report on the number of downloads. Improved
analytics will enable businesses to optimize applications and the user
experience.
3. Social will differentiate the mobile application experience
– Thirty-five percent of Twitter’s active users access the service through
their mobile device.
– Mobile consumption habits are different than online and social will play a
role in providing a unique mobile experience.
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