Angelo Biasi, Copyright, 2015. All rights reserved.

1. Mobile Marketing
Mobile Marketing
5.0 Content Strategy

2. Mobile Marketing
Content Strategy
What do I want to communicate with
my target audience via mobile?
How will I benefit
(remember marketing is about
profitable customer relationships)?
Why/will will they want to engage?
5.0

3. Mobile Marketing
Content Strategy
What is it?
(Wikipedia) Content strategy
has been described as:
• "the practice of planning the
content creation, delivery,
and governance” and
• "a repeatable system that
defines the entire editorial
content development process
for a website development
project.”
3.0
Content strategists
should strive to
achieve content
that is
• readable and
understandable,
but also
• findable,
• actionable and
• shareable
in all of its various
forms.
http://webdesign.about.com/od/rss/a/rss-and-copyright.htm

4. Mobile Marketing
Content Strategy
What is it?
“The purpose of content strategy has also been
described as achieving business goals by
maximizing the impact of content.
It has also been proposed that the content
strategist performs the role of a
tastemaker or curator.”
http://webdesign.about.com/od/rss/a/rss-and-copyright.htm
3.0

5. Mobile Marketing
Content Strategy
Why?
3.0
To
Engage

6. Mobile Marketing
Content Strategy
Why?
3.0
Solicit
Response

7. Mobile Marketing
Content Strategy
Why?
3.0
Drive Mktg or Sales
Objectives

8. Mobile Marketing
Content Strategy
Why?
3.0
Marketshare
such as…

9. Mobile Marketing
Content Strategy
Why?
3.0
Brand Awareness
such as…

10. Mobile Marketing
Content Strategy
Why?
3.0
Mindshare
such as…

11. Mobile Marketing
Content Strategy
Why?
3.0
Customer
Acquisition or Retention
such as…

12. Mobile Marketing
Content Strategy
Why?
3.0
Referral
such as…

13. Mobile Marketing
Why a wireless user would:
Be interested in or engaged with
your content in the first place?
Content Strategy
Why?
3.0

14. Mobile Marketing
Content Strategy
Why?
3.0
Why a wireless user would:
Want to view and/or download
your content on their phone?

15. Mobile Marketing
Why a wireless user would:
Want to keep the content
on their phone?
Content Strategy
Why?
3.0

16. Mobile Marketing
Why a wireless user would:
Want to access content,
be pushed your content and/or
engage with your brand often
and then respond
(i.e. walk into a store, make
purchase, refer a colleague)?
Content Strategy
Why?
3.0

17. Mobile Marketing
Content Strategy
POLL
1. What is your favorite app, website or content you currently have on your
phone or receive from a brand you have an affinity for?
2. Which app or what content do you access most often? Second most
often? Third most often? (why?)
(Show of hands. Yes/No)
1. Have you responded to mobile content (within an app, SMS message
and/or website) on your phone?
2. Who purchased?
3. Who visited a store?
4. Who filled out a form?
5. Who forwarded it to a friend?
3.0

18. Mobile Marketing
Content Strategy
Why?
You are the publisher.
3.0

19. Mobile Marketing
Content Strategy
Why?
Think like a journalist or a content designer.
3.0

20. Mobile Marketing
Content Strategy
Why?
Architect your content and how it will suit the
delivery mechanism—the small screen.
3.0

21. Mobile Marketing
Content Strategy
Why?
YOU control the user experience.
3.0

22. Mobile Marketing
Content Strategy
The Details
Getting started:
1. Determine what you have to start with
that your target wants
2. Then limit and focus
3. Figure out the level of effort for
repurposing it multiple times
4. Create a plan for how content will be
featured in more than 1 place
5. Determine possible functionality
possibilities
6. Consider sponsor and other revenue
generating partnerships
7. Track & Analyze
From Scime, Eric of Huge, http://content-science.com/expertise/content-insights/mobile-content-strategy
3.0
THE DETAILS
• Mobile is always on
• Wireless users move
around a lot
• A niche audience
may be totally
different than the
web (i.e. mobile
moms)
• You have to make
money differently
• Determine your
value proposition

23. Mobile Marketing
Content Strategy
Mobile Couponing
3.0

24. Mobile Marketing
Content Strategy
Mobile Couponing
3.0

25. Mobile Marketing
Flurry Analytics.
Content Strategy
What Types of Content are Most Accessed
3.0

26. Mobile Marketing
Content Strategy
Types of Content—Dynamic
Dynamic content is content that is generated in real
time and frequently updated
Meant to add
“stickiness” & frequency
of visits for mobile
campaigns
Example: RSS and XML feeds such as Blogs, Tweets,
CRM based feeds
3.0

27. Mobile Marketing
Content Strategy
Types of Content—Dynamic
•RSS is commonly defined as really simple
syndication.
•It means that the content contained in
an RSS feed is in a format that is
syndication friendly, if the copyright
holder allows for syndication.
•Offering a feed for syndication does not
in fact grant any legal rights to anyone
to reuse the feeds content beyond what
the Copyright laws grant as Fair Use.
3.0

28. Mobile Marketing
Content Strategy
Types of Content—Dynamic
What are some examples of apps that you access
often for dynamic content updates?
3.0

29. Mobile Marketing
• More actionable and more immediate
• All about relevancy and communicating a clear
value proposition to the brand’s target audience
• Increases foot traffic
• Strong predictors of consumer intent (where/when
says a lot about what customers are interested in)
• Push (Ex. Proximus) vs. Pull (Ex. ShopAlerts)
Ex. ShopAlerts (video here:
http://www.mobilemarketer.com/cms/news/advertising/9540.h
tml)
Content Strategy
Other Types of Content Strategies: Location Based
3.0

30. Mobile Marketing
Content Strategy
Other Types of Content Strategies: Location Based
3.0
During a 15 month period, the pizza chain setup geofence locations within a half-mile
radius of each of their 340 Pizza Hut locations. This means that when consumers were
within a half-mile radius of a Pizza Hut in the U.K., they would receive an SMS
promotion from the restaurant on their mobile phone.
During the 15 months Pizza Hut ran their mobile marketing campaign, they found it
was on average 142 percent more efficient in increasing incremental sales than other
marketing channels, and 4.4 times more effective than TV ads and 2.6 times more
effective than online ads.
Tatango.com

31. Mobile Marketing
• Defined in terms of engagement with a brand over the lifetime of that
marketing relationship.
• Equivalent to the amount of mind-share and more specifically, response, due to
engagement, with your brand based over the amount of exposed access to
your brand, then multiplied by frequency and reach.
Content Strategy
Other Types of Content Strategies: Lifetime Engagement Value (LEV)
3.0

32. Mobile Marketing
Mindshare + Response
LEV = Brand Access x Frequency x Reach
Content Strategy
Other Types of Content Strategies: Lifetime Engagement Value (LEV)
3.0

33. Mobile Marketing
Example: The Salvation Army
• Reach an International Mobile Audience of new potential
donors via cross-platform mobile app
• Educate about Social Justice (content topic) issues,
statistics, topics and other relevant information
• Inform about work The Salvation Army does internationally
(contributions at work) with daily content feeds
• Engage the audience and encourage participation via:
 Donate: mail-in, call-in, online, & 1-click “$10
Donate”
 Volunteer: via real-time feedback form
 Share: among network via viral functionality
Success Metrics to Date
• Over 213,000 downloads to date
• 6.2% click through to “Donate $10 Now”
• 4.0% submissions to volunteer form
Content Strategy
Other Types of Content Strategies: Lifetime Engagement Value (LEV)
3.0

34. Mobile Marketing
Example: Ace Hardware
• Following efforts to build a database of mobile opt-in users, hardware
store chain Ace Hardware has been actively remarketing to the list,
helping it determine that the lifetime value of these customers is $183.60.
• Time mobile coupons
Content Strategy
Other Types of Content Strategies: Lifetime Engagement Value (LEV)
3.0
Tode, Chantel, Ace Hardware pinpoints $183 as lifetime value of mobile opt-ins
Mobile Commerce Daily, Feb 14, 2014

35. Mobile Marketing
Retailer
Product Packaging
• About
• Gear
• Tour
• Videos
• News
• Links
• Social
• Buy Now
• Feedback
• Tell a
Friend
Prominent call-to-action including custom QR and
short code displayed “on packaging” in retail store at
POS encourages prospects to download
mobile “artist-affinity” content
Affinity-branded content “powered by Pro-Mark”
embedded on mobile device drives immediate
and/or subsequent purchase behavior &
response
Content Strategy
Other Types of Content Strategies: Point of Sale
3.0

36. Mobile Marketing
Prominent call-to-action including custom
branded QR code is promoted heavily on
display advertising in subway stations
driving mobile download
Engaging, interactive content and
membership call-to-action drives immediate
customer acquisition & retention response
• Free Offer
• About Les Mills
• Workout Tips
• Contact Us
• Participate in a Race
Content Strategy
Other Types of Content Strategies: Lead Gen
3.0

37. Mobile Marketing
Magmito makes mobile marketing easy. We
don't need to hire a team of programmers or
contract expensive developers to create rich
and interactive mobile apps that work on all
phones. We build and update them ourselves.
Lena Wynn-Jonese- Commerce Manager
Apollo|Kuoni Scandinavia
Goal:
To arm Apollo's international marketing teams with a
tool to create mobile marketing campaigns for
travelers
Campaign Highlights:
To date, Apollo has created dozens of "Mobile Travel
Guides" on popular destinations. Magmito-generated
Mobile Travel Guides feature:
 Popular destination activities
 Important travel info
 Food and drink info
 Shopping info
 Apollo contact info
 Feedback form
Results
 Apollo now has licenses for 5 countries
 Development underway to fully integrate the
Magmito platform to achieve Apollo's goal of
providing more personalized Travel Guides to clients.
Content Strategy
Other Types of Content Strategies: Info based
3.0

38. Mobile Marketing
Small Businesses Embracing (Magmito) Mobile
Client: Minneapolis Saint Paul Plumbing & Heating
• Extends content and brand to customers
within a local region to stay top of mind and
drive business
• Includes:
 Video of the week
 Click to Call
 Contest
 Specials of the Week
 Schedule a Service
 Tell a Friend Viral Component
Content Strategy
Other Types of Content Strategies: Inform /Top of Mind
3.0

39. Mobile Marketing
Naples Concierge
Content Strategy
Other Types of Content Strategies: Inform /Top of Mind
3.0

40. Mobile Marketing
Small Business Embracing (Magmito) Mobile
Client: Alta Loma Music, Rancho Cucamonga, CA
• Is now creating apps for local Middle/High School
Marching bands in the community
• Includes retail store promotional offers and custom
branding
• Downloaded by parents, boosters, students and fans…
Ex. 500 students x (2 parents + 1.5 fans) = >2,000
downloads; all potential musical instrument purchasers!
• Now considering using the downloads as a fundraiser
for booster…
Ex. 2K downloads x $4.99 app = ~$10K total revenue
with 70% ($7K) going towards band uniforms and
equipment
TOTAL COST: $99
ROI: Limitless
Content Strategy
Other Types of Content Strategies: Partnerships
3.0

41. Mobile Marketing
Easy to use
interactive menu
Learning objectives
and module/course
overviews
Links to audio,
video and other
files
Educational or
corporate
learning content;
text, images,
&/or illustrations
Certification or
assessment
quizzes test
student’s
knowledge of
content
Integration with LMS
supports successive
module distribution
and student
progress
Content Strategy
Other Types of Content Strategies: Employee Training
3.0

42. Mobile Marketing
 Use engaging images and video (i.e.
Neil Peart app) yet keep it consistent
with your existing brand and
marketing collateral
 Don’t forget to include a viral function
if you’re using the app to generate
leads and/or attract new customers
 Think like a web designer or an
advertising agency for coming up
with and delivering content in your
app
 Include calls to action on every page
that promote interactivity (i.e. if it’s
lead generation, be sure to include a
feedback form, click to call and/or
link to your social media page)
Content Strategy
TIPS
3.0

43. Mobile Marketing
 Use dynamic content to encourage
repeat engagement yet do not use
content from other sources without
copyright permission
 Be appropriate, relevant and
concise. Remember, you’re
designing for a small screen.
 Consider anything that supports
smooth and intuitive navigation to
access your content easily
Content Strategy
TIPS
3.0

44. Mobile Marketing
Consider leveraging mobile
content build to support key
stakeholder communication
and business objectives
Come up with a draft
content strategy for one of
the above…
Content Strategy
Key Stakeholder Content Builds
Some examples of
stakeholders:
 Investors
 Sales Team
 Accounting
 Vendors
 International
Distributors
 Employees
 Customer Service
3.0

45. Mobile Marketing
Extra Slides – AR, Mobile Games, etc.
Content Strategy
3.0

46. Mobile Marketing
Content Strategy
What not to do
3.0

47. Mobile Marketing
Content Strategy
What not to do
3.0

48. Mobile Marketing
Content Strategy
What not to do
3.0

49. Mobile Marketing
Content Strategy
What not to do
3.0

50. Mobile Marketing
Content Strategy
What not to do
3.0

51. Mobile Marketing
1. What is the objective of your app(s)?
1. How will you measure success?
2. What content will you use to engage customers?
3. Will you use dynamic, rich, coupons, interactive or other content to
engage customers?
4. How do you plan to promote discoverability of your app?
5. How will you monetize your app?
6. Will you engage any partners for your app? Who? And How?
Content Strategy
EXERCISE
3.0

52. Mobile Marketing
Other Tools, Techniques and Tactics
• Augmented reality
• Mobile Games
• Platform specific tools
• Key stakeholder content builds (i.e. training of internal employees, supply
chain apps, international distributor support, etc.)
Lesson objectives include:
• An understanding of advanced content build and tactics accessible to the
SMB
• The ability to recognize various forms of advanced mobile marketing
strategies, objectives and tactics impacting consumers
• Strategic implementation of mobile content build and communications to
support key business stakeholder objectives
Content Strategy
Other Types of Content Strategies
3.0

53. Mobile Marketing
• Combines a camera, GPS and compass and
"recognizes" an object or spot that a user is
pointing to by computing location data and
displaying it on the screen
• A traveler points the phone's camera at a
particular spot and small icons appear on the
screen, representing various points of interest:
restaurants, museums, hotels, transit stations.
• Interesting for travel companies. Examples: Yelp,
TripAdvisor and Lonely Planet
• There are also AR browsers, such as Wikitude,
Layar and Junaio, that offer data from third-party
providers.
• Computer sensory enhancement; real world
visuals
http://travel.usatoday.com/digitaltraveler/sto
ry/2011/08/Augmented-reality-apps-have-
some-work-to-do/49976562/1
Golfscape GPS Rangefinder: an augmented
reality range finder for Golf lovers. It covers 35K+
courses. It displays the distance from front,
center, and back of green.
Content Strategy
Augmented Reality
3.0

54. Mobile Marketing
Layar: Free iPhone app Layar's ever-evolving apps-within-an-app concept can
be accused of doing too much (especially when a particular plug-in brings the
whole thing to crashing halt), but its ambitious augmented reality platform will
turn your world into whatever you want it to be: restaurant locator, Groupon
tracker, matchmaker, architecture expert, even a walkable maze. Let’s see Maps
do that.
http://www.maclife.com/article/gallery/12_cool_augmented_reality_apps#slide-7
Content Strategy
Augmented Reality
3.0

55. Mobile Marketing
SnapShop Showroom: a wonderful AR application that
makes buying furniture or redecorating a room or house
much more convenient. **This one is very cool**
http://www.iphoneness.com/iphone-apps/best-augmented-reality-iphone-applications/
Content Strategy
Augmented Reality
3.0

56. Mobile Marketing
Yelp: Foodies all over the world already know Yelp is the go-to website for finding
hidden culinary gems, but its free, universal app has taken things one step further.
With its nifty no-longer-hidden Monocle feature, Yelp layers restaurant reviews on
top of the landscape while you walk, helping you not only find a spot to eat in a
strange city but also avoid less-than-appetizing fare.
http://www.maclife.com/article/gallery/12_cool_augmented_reality_apps#slide-7
Content Strategy
Augmented Reality
3.0

57. Mobile Marketing
Nearest Wiki: an interesting augmented reality app for iPhone
that gives you more information about the places you are
looking at by putting a layer of information on the top of your
view on iPhone.
Content Strategy
Augmented Reality
http://www.iphoneness.com/iphone-apps/best-augmented-reality-iphone-applications/
3.0

58. Mobile Marketing
Content Strategy
Augmented Reality
3.0
https://www.youtube.com/watch?v=vEE6M0iW-Nw
iButterfly = AR + Learning + Mobile Marketing

59. Mobile Marketing
https://www.youtube.com/watch?v=Xg1pzEF3HTw
Content Strategy
Augmented Reality
3.0

60. Mobile Marketing
Mobile App/WebApp Build
Some Great Mobile Marketing Examples
4.0
https://www.youtube.com/watch?v=IK4-zPD_25U

61. Mobile Marketing
Mobile App/WebApp Build
Some Great Mobile Marketing Examples
4.0
https://www.youtube.com/watch?v=c6ATOgEcR1U

62. Mobile Marketing
Mobile App/WebApp Build
Some Great Mobile Marketing Examples
4.0
http://vimeo.com/66214975

63. Mobile Marketing
http://www.youtube.com/watch?feature=player_embedded&v=Oske0c1sOVE
Content Strategy
Augmented Reality
3.0
The Power of AR

64. Mobile Marketing
Content Strategy
Mobile Games
3.0

65. Mobile Marketing
Content Strategy
Mobile Games
3.0

66. Mobile Marketing
Content Strategy
VW GTI – A Game Changer
3.0
https://www.youtube.com/watch?v=RIpUy9HlT20
Mobile Gaming Meets Mobile Marketing

67. Mobile Marketing
Content Strategy
Heineken – Interactive App
3.0
https://www.youtube.com/watch?v=XP5yySEZub8
Mobile Gaming Meets Mobile Marketing

68. Mobile Marketing
Content Strategy
Types of Content—Interactive
3.0
https://www.youtube.com/watch?v=0L3UYBTfuGY
Fiat
Content Strategy – Winner or Loser? You Decide

69. Mobile Marketing
Content Strategy
Types of Content—Interactive
3.0
https://www.youtube.com/watch?v=BRMNfwndtok
13th Street The Last Call
Can you tell where the mobile marketing is happening?

70. Mobile Marketing
• (Wikipedia) Content strategy has been described as "the practice of planning the content
creation, delivery, and governance” and "a repeatable system that defines the entire
editorial content development process for a website development project.” Content
strategy includes words and data that supports meaningful, interactive experiences (and
business goals).
• Consider content that is readable, understandable but also findable, actionable and
shareable
• A mobile content strategy is important to engage, solicit an immediate response and/or
support a marketing/sales objective for your business
• In developing a content strategy remember, you are the publisher. Think like a journalist or
editor. And, you control the customer experience.
• Content that contributes to interactivity in a mobile app/webapp includes: mobile
coupons, dynamic content, location-based content
Content Strategy
Take-Aways
3.0

71. Mobile Marketing
• Other value of a good content strategy may include: Lifetime Engagement Value (LEV),
mindshare, to inform your stakeholders, training/education, support of an existing
integrated marketing campaign, and/or to leverage partnerships, to name a few.
• Revisit content strategy tips…
• Other Tools, Techniques and Tactics exist including augmented reality, games, platform
specific tools, and key stakeholder builds, to name a few
• Augmented reality apps refer to those which modify the view of reality using a mobile
device in real-time in semantic context with environmental elements
• Mobile games are the most popular app category among most app stores
• Mobile gaming downloaders are most willing to pay for games
• Key stakeholder content builds (i.e. training of saleforce other) are important to consider
when leveraging mobile content builds
Content Strategy
Take-Aways
3.0

72. Mobile Marketing
Case History 1:
Pete Trumpet runs a small hardware store in Bangor, Maine. He serves most of the
families within a 20 mile radius. However, a new Home Depot is said to be opening
up in the area.
What types of apps including content strategy can Pete use to better serve his key
stakeholders and defend his market share in the area (think customers and the
customer experience but also think other key constituents in the value chain such
as suppliers, employees, reps, etc.)
Case History 2:
Heather Rose owns a flower shop in Ft. Wayne, IN. She serves individuals with flower
arrangements yet makes the largest profits and orders for large events like
weddings and/or corporate parties that require several arrangements. Heather is
considering expanding her business into party planning.
What types of apps including content strategy can Heather consider to generate
significant interest and downloads among her key audience? (think of her party
planning business extension and how that can tie in)
5.0
Content Strategy
EXERCISE

73. Mobile Marketing
1. What is the objective of your app(s)?
1. How will you measure success?
2. What content will you use to engage customers?
3. Will you use dynamic, rich, coupons, interactive or other content to
engage customers?
4. How do you plan to promote discoverability of your app?
5. How will you monetize your app?
6. Will you engage any partners for your app? Who? And How?
5.0
Content Strategy
EXERCISE