Mobile Marketing


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Mobile Marketing

  1. 1. Integrating Mobile Apps into Business and Marketing Strategy Presented By Jody Haneke, President Haneke Design AMA Tampa Bay. December 10, 2009
  2. 2. Agenda <ul><li>Introduction </li></ul><ul><li>Overview of Mobile Marketing </li></ul><ul><li>A brief history </li></ul><ul><li>Today’s Mobile Marketing Toolkit </li></ul><ul><li>Integrating Mobile Apps </li></ul><ul><li>Conclusion </li></ul>
  3. 3. Introduction <ul><li>Haneke Design </li></ul><ul><ul><li>Interactive Design Agency </li></ul></ul><ul><ul><li>Founded in 2002 </li></ul></ul><ul><ul><li>Mobile User Experience Design </li></ul></ul><ul><ul><li>Clients include: </li></ul></ul><ul><ul><ul><li>Advertising Agencies </li></ul></ul></ul><ul><ul><ul><li>Consumer Brand and Retailers </li></ul></ul></ul><ul><ul><ul><li>Technology Providers </li></ul></ul></ul>
  4. 4. Overview of Mobile Marketing <ul><ul><li>Mobile Marketing is 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. </li></ul></ul><ul><ul><li>MMA (Mobile Marketing Association) Revised Definition November 17, 2009 </li></ul></ul>
  5. 5. Overview of Mobile Marketing <ul><ul><li>The seven mass media in order of their introduction are: </li></ul></ul><ul><ul><ul><li>Print from the late 1400s </li></ul></ul></ul><ul><ul><ul><li>Recordings from the late 1800s </li></ul></ul></ul><ul><ul><ul><li>Cinema from about 1900 </li></ul></ul></ul><ul><ul><ul><li>Radio from about 1910 </li></ul></ul></ul><ul><ul><ul><li>Television from about 1950 </li></ul></ul></ul><ul><ul><ul><li>Internet from about 1990 </li></ul></ul></ul><ul><ul><ul><li>Mobile phones from about 2000 </li></ul></ul></ul>
  6. 6. A Brief History <ul><li>1990’s </li></ul><ul><ul><li>User Customization </li></ul></ul><ul><ul><ul><li>Ringtones </li></ul></ul></ul><ul><ul><ul><li>Wallpapers </li></ul></ul></ul><ul><ul><li>Carriers sold content through their WAP Deck </li></ul></ul><ul><ul><ul><li>Licensed branded </li></ul></ul></ul>
  7. 7. A Brief History <ul><li>2000 – Present Day </li></ul><ul><ul><li>SMS/MMS Campaigns </li></ul></ul><ul><ul><li>Mobile Couponing </li></ul></ul><ul><ul><li>Sweepstakes </li></ul></ul><ul><ul><li>IVR (Interactive Voice Response) </li></ul></ul>
  8. 8. Today’s Mobile Marketing Toolkit <ul><li>Messaging Solutions </li></ul><ul><li>Mobile Applications </li></ul><ul><ul><li>iPhone </li></ul></ul><ul><ul><li>Android </li></ul></ul><ul><ul><li>Palm </li></ul></ul><ul><ul><li>Blackberry </li></ul></ul>
  9. 9. Integrating Mobile Apps > Retail <ul><li>Retail : Situation Summary </li></ul><ul><ul><li>Some 19% of Americans will use their mobile devices for shopping this holiday season </li></ul></ul><ul><ul><li>For young consumers: 39% of those 18 to 29 say they’ll use their phones to: </li></ul></ul><ul><ul><ul><li>Find store locations </li></ul></ul></ul><ul><ul><ul><li>Obtain coupons and sales information </li></ul></ul></ul><ul><ul><ul><li>Research products and prices </li></ul></ul></ul><ul><ul><li>One-quarter of all who plan to use their phones to shop will actually make the purchase on their device </li></ul></ul><ul><ul><li>(Jayne O’Donnell, USA Today, When Shopping, they’ll phone it in.) </li></ul></ul>
  10. 10. Integrating Mobile Apps > Retail <ul><li>Retail : Mobile Innovations </li></ul><ul><ul><li>Red Laser iPhone Application </li></ul></ul><ul><ul><ul><li>Automatically detects a barcode on consumer goods using the iPhone built-in camera </li></ul></ul></ul><ul><ul><ul><li>Searches Amazon and Google Product Search for the top online prices for that item </li></ul></ul></ul>
  11. 11. Integrating Mobile Apps > Retail <ul><li>Retail : Mobile Innovations </li></ul><ul><ul><li>The eBay iPhone app has driven over $400 million in volume for eBay </li></ul></ul><ul><ul><li>Amazon Mobile allows user to use existing Amazon account to purchase items and manage their account </li></ul></ul><ul><ul><ul><li>Allows the mobile user to access features such as: </li></ul></ul></ul><ul><ul><ul><li>Wish lists </li></ul></ul></ul><ul><ul><ul><li>Payment and shipping settings </li></ul></ul></ul><ul><ul><ul><li>Order history </li></ul></ul></ul>
  12. 12. Integrating Mobile Apps > Retail <ul><li>Retail : Conclusions </li></ul><ul><ul><li>Embrace the mobile user by providing mobile web content and applications </li></ul></ul><ul><ul><li>Create messaging programs that drive interest in new products with additional information provided through mobile web experiences </li></ul></ul><ul><ul><li>Provide outstanding customer services at retail locations </li></ul></ul><ul><ul><li>Consumers are looking for information and assistance in their buying decisions </li></ul></ul>
  13. 13. Integrating Mobile Apps > Advertising <ul><li>Advertising ; Situation Summary </li></ul><ul><ul><li>Mobile advertising, simply stated, refers to the practice of placing a marketing message or a call- to-action within any of the many media paths of the mobile channel. </li></ul></ul><ul><ul><li>The total number of mobile web users grew past the total number of desktop computer based internet users for the first time in 2008 </li></ul></ul><ul><ul><li>(source: International Telecommunications Union, Oct 2009) </li></ul></ul>
  14. 14. Integrating Mobile Apps > Advertising <ul><li>Advertising : Mobile Innovations </li></ul><ul><ul><li>Google Acquires AdMob For $750 Million </li></ul></ul><ul><ul><ul><li>AdMob is a mobile advertising marketplace that connects advertisers with mobile publishers </li></ul></ul></ul><ul><ul><ul><li>AdMob recently launched a new product AdMonitor </li></ul></ul></ul><ul><ul><ul><ul><li>Shows live data of who is viewing mobile ads around the world </li></ul></ul></ul></ul><ul><ul><ul><ul><li>The product is a mashup with Google Maps </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Provides stats like what phone people are using and what network they are with </li></ul></ul></ul></ul>
  15. 15. Integrating Mobile Apps > Advertising <ul><li>Advertising : Mobile Innovations </li></ul>
  16. 16. Integrating Mobile Apps > Advertising <ul><li>Advertising : Mobile Innovations </li></ul><ul><ul><li>Branded Apps in mobile advertising </li></ul></ul><ul><ul><ul><li>Offer special promotions </li></ul></ul></ul><ul><ul><ul><li>Drive customer loyalty programs </li></ul></ul></ul><ul><ul><ul><li>Many television shows have created branded apps such as: </li></ul></ul></ul><ul><ul><ul><ul><li>American idol </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Food network </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Discovery channel </li></ul></ul></ul></ul><ul><ul><ul><li>In-application advertising possible with this model </li></ul></ul></ul><ul><ul><ul><li>Example: Williams Sonoma advertising within the Food Network application. </li></ul></ul></ul><ul><ul><ul><li>Advertising could be informational video content. Advertorial approach. </li></ul></ul></ul>
  17. 17. Integrating Mobile Apps > Advertising <ul><li>Advertising : Conclusions </li></ul><ul><ul><li>Mobile advertising should be considered a key part of an overall marketing plan. </li></ul></ul><ul><ul><li>There are many types of mobile advertising possibilities. </li></ul></ul><ul><ul><li>Be sure to capitalize on all the available analytics and tracking that can be provided. </li></ul></ul>
  18. 18. Integrating Mobile Apps > Entertainment <ul><li>Entertainment : Situation Overview </li></ul><ul><ul><li>Advergaming is the practice of using video games to advertise a product, organization or viewpoint. </li></ul></ul><ul><ul><li>The term &quot;advergames&quot; was coined in January 2000 by Anthony Giallourakis, </li></ul></ul><ul><ul><li>It has been applied to various free online games commissioned by major companies. </li></ul></ul><ul><ul><ul><li> </li></ul></ul></ul>
  19. 19. Integrating Mobile Apps > Entertainment <ul><li>Entertainment : Mobile Innovations </li></ul><ul><ul><li>AdAge today: &quot;Volkswagen of America is launching the newest-generation GTI exclusively on an iPhone app.” </li></ul></ul><ul><ul><ul><li>The entire launch budget for the new model is estimated $500K instead of the customary $60M </li></ul></ul></ul><ul><ul><ul><li>Reskinned Racing Game. (Real Racing is currently in the top 10 racing games in the app store.) </li></ul></ul></ul><ul><ul><ul><li>“ Winners Circle&quot; goes to the leader-board website (apparently, VW is giving away six cars to best players). </li></ul></ul></ul><ul><ul><ul><li>Select and drive the car. </li></ul></ul></ul><ul><ul><ul><li>&quot;Find a Dealer&quot; </li></ul></ul></ul><ul><ul><ul><li>( </li></ul></ul></ul>
  20. 20. Integrating Mobile Apps > Entertainment <ul><li>Entertainment : Mobile Innovations </li></ul><ul><ul><li>Reebok iSprint </li></ul></ul><ul><ul><ul><li>Run the 100m using your fingers </li></ul></ul></ul><ul><ul><ul><li>Global scoring system to see how you rate internationally </li></ul></ul></ul><ul><ul><ul><li>Two player Bluetooth head-to-head mode </li></ul></ul></ul><ul><ul><ul><li>After each race a geo targeted, full-screen ad displays </li></ul></ul></ul><ul><ul><ul><li>Ad provides offers and additional product content </li></ul></ul></ul>
  21. 21. Integrating Mobile Apps > Entertainment <ul><li>Entertainment : Conclusions </li></ul><ul><ul><li>Innovation is key </li></ul></ul><ul><ul><li>The Apple iPhone is an enjoyable, fun device </li></ul></ul><ul><ul><li>Users want to engage with apps that have entertainment value </li></ul></ul><ul><ul><li>Sky is the limit as far as ideas for brands and agencies </li></ul></ul>
  22. 22. Integrating Mobile Apps > Social Networking <ul><li>Social Networking : Situation Summary </li></ul><ul><ul><li>There are more than 65 million active users currently accessing Facebook through their mobile devices. </li></ul></ul><ul><ul><li>People that use Facebook on their mobile devices are almost 50% more active on Facebook than non-mobile users. </li></ul></ul><ul><ul><li>There are more than 180 mobile operators in 60 countries working to deploy and promote Facebook mobile products </li></ul></ul><ul><ul><ul><li>( </li></ul></ul></ul>
  23. 23. Integrating Mobile Apps > Social Networking <ul><li>Social Networking : Mobile Innovations </li></ul><ul><ul><li>Latest version of Facebook iPhone application allows for things like video uploads. </li></ul></ul><ul><ul><li>TweetDeck for iPhone provides the ability to view and update Twitter and Facebook accounts, direct from your iPhone. </li></ul></ul><ul><ul><ul><li>Geolocation allows you to create columns from tweets in your immediate area </li></ul></ul></ul><ul><ul><ul><li>Sync existing TweetDeck columns between your desktop and iPhone. </li></ul></ul></ul>
  24. 24. Integrating Mobile Apps > Social Networking <ul><li>Social Networking : Conclusions </li></ul><ul><ul><li>Engage in social networking in order to have a dialog with the mobile user </li></ul></ul>
  25. 25. Integrating Mobile Apps > Wall Street <ul><li>Wall Street : Situation Summary </li></ul><ul><ul><li>Mad Money’s Mobile Internet Index </li></ul></ul><ul><ul><li>“ Buy the stocks in his Mobile Internet Index, which he thinks are poised for “titanic multiyear gains.” </li></ul></ul><ul><ul><ul><li>(Tom Brennan, </li></ul></ul></ul>
  26. 26. Integrating Mobile Apps > Wall Street <ul><li>Wall Street: Mobile Innovations </li></ul><ul><ul><li>Google </li></ul></ul><ul><ul><li>Apple </li></ul></ul><ul><ul><li>Research in Motion </li></ul></ul><ul><ul><li>Palm </li></ul></ul><ul><ul><li>ADC Telecom </li></ul></ul><ul><ul><li>Starent Networks </li></ul></ul><ul><ul><li>Cisco Systems </li></ul></ul><ul><ul><li>Ciena </li></ul></ul><ul><ul><li>Tellabs </li></ul></ul><ul><ul><li>Tekelec </li></ul></ul><ul><ul><li>Commscope </li></ul></ul><ul><ul><li>Qualcomm </li></ul></ul><ul><ul><li>Broadcom </li></ul></ul><ul><ul><li>RF Micro Devices </li></ul></ul><ul><ul><li>Skyworks Solutions </li></ul></ul><ul><ul><li>On Semiconductor </li></ul></ul><ul><ul><li>Cypress Semi </li></ul></ul><ul><ul><li>Tessera Tech </li></ul></ul><ul><ul><li>SanDisk </li></ul></ul><ul><ul><li>NetLogic </li></ul></ul><ul><ul><li>Xilinix </li></ul></ul>
  27. 27. Integrating Mobile Apps > Wall Street <ul><li>Wall Street : Conclusions </li></ul><ul><ul><li>Your clients and the businesses you work with are paying attention to mobile </li></ul></ul><ul><ul><li>Advertising and media budgets are increasing for mobile </li></ul></ul>
  28. 28. Integrating Mobile Apps > Online Search <ul><li>Online Search : Situation Overview </li></ul><ul><ul><li>Web searching easier with devices such as the iPhone </li></ul></ul><ul><ul><li>The mobile user, in many cases, is searching for geo-targeted things </li></ul></ul>
  29. 29. Integrating Mobile Apps > Online Search <ul><li>Online Search : Mobile Innovations </li></ul><ul><ul><li>Google Maps for iPhone </li></ul></ul><ul><ul><li>Yelp for iPhone </li></ul></ul><ul><ul><ul><li>Search for businesses near you using the iPhone’s built-in location finder </li></ul></ul></ul><ul><ul><ul><li>Browse reviews </li></ul></ul></ul><ul><ul><ul><li>Quick links to bars, cafes, restaurants, banks, gas and service stations, and drugstores </li></ul></ul></ul><ul><ul><ul><li>Quick list of nearby “Hot on Yelp” businesses </li></ul></ul></ul><ul><ul><ul><li>Look up addresses and phone numbers </li></ul></ul></ul><ul><ul><ul><li>Detailed list of information by tapping the image of the particular business </li></ul></ul></ul><ul><ul><ul><li>Narrow Searches by neighborhood, distance, price, and what’s open now </li></ul></ul></ul>
  30. 30. Integrating Mobile Apps > Online Search <ul><li>Online Search : Conclusions </li></ul><ul><ul><li>Mobile users are searching from their web browser as well as other 3rd party applications to find what they are looking for. </li></ul></ul><ul><ul><li>Look for Google to increase intelligence with mobile search. </li></ul></ul>
  31. 31. Integrating Mobile Apps > Healthcare <ul><li>Healthcare : Situation Summary </li></ul><ul><ul><li>Survey: 63% of physicians with smartphones use apps </li></ul></ul><ul><ul><ul><li>(MDSearch) </li></ul></ul></ul>
  32. 32. Integrating Mobile Apps > Healthcare <ul><li>Healthcare : Mobile Innovation </li></ul><ul><ul><li>Epocrates Inc., one of the big publishers of mobile electronic medical guides, estimates that 10% of physicians in the U.S. are actively using some version of Epocrates’ software for the iPhone. </li></ul></ul><ul><ul><ul><li>(Nick Wingfield, WSJ Blogs, Recommended by One in Ten Doctors: the iPhone) </li></ul></ul></ul>
  33. 33. Integrating Mobile Apps > Healthcare <ul><li>Healthcare : Conclusions </li></ul><ul><ul><li>Physicians, who are notoriously slow to jump on new technology, are using mobile applications. </li></ul></ul><ul><ul><li>If this is a target audience, understand that the adoption rate is growing and that mobile can be a powerful tool to connect with this audience. </li></ul></ul>
  34. 34. Integrating Mobile Apps > B2B Commerce <ul><li>B2B Commerce : Situation Overview </li></ul><ul><ul><li>Mobile UI (Web) and Applications are part of the evolving B2B Website </li></ul></ul><ul><ul><li>Some B2B Customers may want to transact of their own schedule. </li></ul></ul><ul><ul><ul><li>(Brian Walker, Forrester Research, Key Trends in B2B eCommerce) </li></ul></ul></ul>
  35. 35. Integrating Mobile Apps > B2B Commerce <ul><li>B2B Commerce : Mobile Innovations </li></ul><ul><ul><li>Mobile solutions help to improve customer self-service </li></ul></ul><ul><ul><li>Messaging allows for personalized alerts </li></ul></ul><ul><ul><li>Mobile websites provide access to order information </li></ul></ul><ul><ul><li>A user can use a mobile application to: </li></ul></ul><ul><ul><ul><li>Check order status from the manufacturer </li></ul></ul></ul><ul><ul><ul><li>Notifications about shipping </li></ul></ul></ul><ul><ul><ul><li>Engage with customer service rep. via mobile chat </li></ul></ul></ul><ul><ul><ul><li>Browse FAQs and product forums </li></ul></ul></ul>
  36. 36. Integrating Mobile Apps > B2B Commerce <ul><li>B2B Commerce : Conclusions </li></ul><ul><ul><li>Mobile B2B Commerce applications will become part of the overall customer experience </li></ul></ul><ul><ul><li>As marketers we need to identify the areas of where we can engage the customer to drive business opportunity </li></ul></ul>
  37. 37. Integrating Mobile Apps > Banking <ul><li>Banking : Situation Summary </li></ul><ul><ul><li>Jennifer Vos, director of Citi Mobile, Citibank's new mobile banking service, said that one-third of current Citi customers have input mobile phone numbers into the bank's alert system </li></ul></ul><ul><ul><li>USAA bank iPhone app processes $1.5 million in check deposits since Tuesday </li></ul></ul><ul><ul><ul><li>(moCo News </li></ul></ul></ul>
  38. 38. Integrating Mobile Apps > Banking <ul><li>Banking : Mobile Innovations </li></ul><ul><ul><li>USAA iPhone Application </li></ul></ul><ul><ul><ul><li>Manage Finances </li></ul></ul></ul><ul><ul><ul><li>ATM Locator </li></ul></ul></ul><ul><ul><ul><li>Loan Calculator </li></ul></ul></ul><ul><ul><ul><li>Accident Assistance </li></ul></ul></ul><ul><ul><ul><li>Deposit@Mobile allows user to make deposits by taking photos of both sides of a check </li></ul></ul></ul><ul><ul><ul><li>Installed nearly 150,000 times (Aug 09, 3 Days Post Launch) </li></ul></ul></ul><ul><ul><ul><li>BlackBerry, Palm Pre and Google version in the works </li></ul></ul></ul>
  39. 39. Integrating Mobile Apps > Banking <ul><li>Banking : Conclusions </li></ul><ul><ul><li>Create apps that take full advantage of built-in functionality. </li></ul></ul><ul><ul><li>For those of us with banking and financial services clients, consider mobile for 2010 initiatives. </li></ul></ul>
  40. 40. Integrating Mobile Apps > Fundraising <ul><li>Fundraising : Situation Summary </li></ul><ul><ul><li>“ When the economy was this rotten in the early 1970s, charitable giving fell more than 9%, adjusted for inflation. Experts believe something like that will occur in this recession too.” </li></ul></ul><ul><ul><ul><li>(Dan Kadlec, Time Inc, Nonprofit Squeeze: Donations Down, Volunteers Up) </li></ul></ul></ul>
  41. 41. Integrating Mobile Apps > Fundraising <ul><li>Fundraising : Mobile Innovation </li></ul><ul><ul><li>Breast Cancer Awareness iPhone Applications </li></ul></ul><ul><ul><li>Mobile Giving Foundation </li></ul></ul>
  42. 42. Integrating Mobile Apps > Fundraising <ul><li>Fundraising : Conclusions </li></ul><ul><ul><li>In these challenging times, find ways to innovate on behalf of your non-profit clients. </li></ul></ul>
  43. 43. Integrating Mobile Apps into Business and Marketing Strategy Presented By Jody Haneke, President Haneke Design AMA Tampa Bay. December 10, 2009 Give now to America’s Second Harvest of Tampa Bay! TXT the keyword HUNGER to 50555 to donate $5!