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Mobile Trends and Strategies


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Mobile Trends and Strategies, apps, SMS campaigns, mobile friendly websites, mobile email.

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Mobile Trends and Strategies

  1. 1. Mobile Marketing Trends and Strategies <br />Charlie N. Browning<br /><br />
  2. 2. About Me<br />Charlie N. Browning -<br />Digital Marketing: Mobile, Social, Products, Web<br />Marketing strategist with a bias towards integration and action, with experience in all aspects of marketing, from strategy to execution. <br />Recent focus on mobile and social integrations. <br /><ul><li>Delivering powerful and diverse digital marketing solutions to many organizations since 1994 including Dell, HP, 3M, KCI Medical, Caterpillar startups and non-profits.
  3. 3. International, US Hispanic and Latin America.</li></ul>QR code:<br />QR-Code Readers:<br />
  4. 4. About Common Sense<br />An independent international communication technology company<br />Ever-evolving and up to date technology capabilities<br />Mobile – Websites, Apps, SMS, Location <br />Web – Content Management, Ecommerce<br />IT – Custom Software, Sharepoint, CRM, Reporting<br />Email Marketing en Español: <br />We operate with a bias for integration, strong strategy, brand experience, measurement and return<br />Focused on excellent customer service, strong but flexible processes and clear communications<br />Hispanic and multi-lingual experience<br /><ul><li>In Texas and Argentina, 7 other LatAm countries</li></ul>Founded in 2006, experienced team of over 60 people<br />Enterprise Program Member<br />
  5. 5. A Few of Our Clients<br />Years of experience with hundreds of clients in US and Globally<br />From large global enterprises, nonprofits to small businesses<br />
  6. 6. Your Customers are mobile:<br />
  7. 7. Mobile is Growing<br />Mobile is growing faster than the internet did, with more internet users on mobile than desktop in LESS THAN 5 years.<br />US has over 290 million wireless subscribers, that’s over 90% of the population.<br />Mobile penetration in the Americas is approximately 88%.There are 7.4 million mobile phones in El Salvador. Population is 6.7 million.<br /><br /><br /><br />
  8. 8. Mobile vs. Internet<br />500 Million<br />190 Million<br />126 Million<br />590 Million<br />115 Million<br />4.6 Billion<br />114 Million<br />400 Thousand<br />60 Million<br />2 Million<br />4 Million<br />3 Million<br />
  9. 9. Mobile Internet: Growing Faster – Larger<br />Global handset sales will grow to 1.3 billion units in 2010. <br />Smartphones will experience 20% annual growth over the next six years.<br />More smartphones will ship than PCs in less than 2 years.<br />The United States smart phone market grew 41% year on year. <br /> <br />
  10. 10. Mobile is Widespread<br />40% of US mobile Web users now browse the internet more on their phone than PC.<br />65 million mobile subscribers in the US now regularly browse the mobile Web.<br />Mobile web has up to 57 million unique visitors per month, growing<br /><br /><br /><br />
  11. 11. Latin America<br />There are 7.4 million mobile phones in El Salvador.<br />Mobile penetration in Latin America and the Caribbean was approximately 80% in early 2009, well above the world average, about 58%. <br />With 458 million people owning a mobile phone in early 2009, Latin America and the Caribbean holds approximately 12% of the world’s 3.97 billion mobile subscribers<br /><br />
  12. 12. Mobile Use<br />People use:<br />Mobile - 5,840 hours per year<br />PC - 2,920 hours per year<br />TV (US) - 1,865 hours per year<br />People carry their phones16 hours a day<br />Top Mobile Activities: Games, Email, Social<br /><br />
  13. 13. SMS - Texting<br />Reach: 95% of all mobile phones are text enabled<br />Usage: The average mobile subscriber send/receives more text messages than voice calls<br />Immediacy: 94% of text messages sent are opened and in 9 minutes or less<br /> data<br />
  14. 14. Mobile Commerce & Couponing<br />20% of mobile phone owners used their phones for mobile commerce today; by 2011, it will be 25%. - Mobile Marketer <br />M-commerce sales in the US will be $2.42 billion in 2010 - Coda Research<br />Mobile e-commerce revenue will increase 65% per year by 2015. -<br />By 2015, M-commerce sales will skyrocket to $23.8 billion, representing 8.5% of all e-commerce revenues in the country. - Coda Research<br />Mobile coupons will generate $6 billion in global redemption values by 2014. - Juniper<br />Mobile coupon redemption rates often exceed 50 percent, while paper coupons typically have a redemption rate of only 0.2 percent to 2 percent. - Exposure2 <br />
  15. 15. Why?<br /><ul><li>Handsets/browsers are better
  16. 16. More accessible device/service pricing
  17. 17. Expectations for information access
  18. 18. Growth in all age groups and genders
  19. 19. Can be primary computing platform</li></li></ul><li>Becoming Mobile:<br />
  20. 20. Mobile as Tools<br /><ul><li> Agencies
  21. 21. Sales & Marketing teams can:
  22. 22. Businesses
  23. 23. Product teams
  24. 24. Publishers can:
  25. 25. Products teams
  26. 26. Customer Service and Operations teams can:</li></ul>Create<br />Promote<br />Extend<br /><ul><li>Content
  27. 27. Products
  28. 28. Company
  29. 29. Products
  30. 30. Services
  31. 31. Products
  32. 32. Services
  33. 33. Reporting</li></ul>Using:<br />Using:<br />Using:<br /><ul><li>Apps
  34. 34. Websites
  35. 35. Mobile Web
  36. 36. Audio/Video
  37. 37. Mobile Ads
  38. 38. Apps
  39. 39. SMS and Email
  40. 40. Websites
  41. 41. Mobile Websites
  42. 42. Social Media
  43. 43. Apps
  44. 44. SMS and Email
  45. 45. Websites
  46. 46. Mobile Websites
  47. 47. Audio/Video</li></li></ul><li>Digital Evolution<br />Don’t just jump into “an app for everything”<br />Crawl<br />Fly<br />Run<br />Walk<br /><ul><li>Advanced apps, platforms
  48. 48. Mobile/app content management/integration
  49. 49. Geo-location apps
  50. 50. Advanced SMS campaigns
  51. 51. Promotional apps
  52. 52. Fully mobile web &email
  53. 53. Social integration
  54. 54. Mobile-friendly websites
  55. 55. Simple apps
  56. 56. Location finding
  57. 57. Simple SMScampaigns/events
  58. 58. Basic mobile emails
  59. 59. Social integration
  60. 60. Geo-location claim
  61. 61. “Highly functional”apps
  62. 62. Secure account access
  63. 63. Mobile commerce
  64. 64. SMS account integration
  65. 65. Websites
  66. 66. Ecommerce
  67. 67. Email programs
  68. 68. Social sharing </li></li></ul><li>Starting<br />The GOAL of any mobile effort is to make it EASY for people to find you and participate!<br />Anticipate and be Consistent: <br />Needs, Confusion, Tech issues with Devices and Software. Naming, Usability.<br />Be Guessable, help Fix Issues: <br />Can they guess and find it? Help them recover from errors.<br />Introduce, Educate and Promote: <br />Show basics, explain in simple steps, cross promote in EVERY other channel you have.<br />Measure and Improve:<br />What they use, where they enter and leave, where they are before/after<br />
  69. 69. Part of a Whole<br /><ul><li>Mobile efforts don’t exist by themselves, they should be:
  70. 70. Integrated with other communications
  71. 71. Promoted and advertised
  72. 72. Advertising – Display, Paid Search
  73. 73. Social media campaigns
  74. 74. Websites and microsites
  75. 75. Email communications
  76. 76. Employee communications
  77. 77. Events and point of purchase
  78. 78. PR
  79. 79. Print
  80. 80. App Stores</li></ul>Advertising<br />Apps<br />Events & Tradeshows<br />Mobile site<br />Website<br />Email<br />Social Media<br />Facebook<br />
  81. 81. Analytics Feed Insights<br />An integrated approach to Analytics can measure email, web, mobile web, SMS campaigns, social media links, app usage and the traffic between them.<br />Analytics can show exactly how your mobile application and other properties are used, so you can continually improve content, targeting and functionality<br />Track nearly any action, anywhere in your communications tree<br />
  82. 82. Communication Touchpoints<br />Apps<br />Mobile Website<br />Location Based Networks<br />SMS/Texting<br />
  83. 83. Mobile Impacts: Print<br />Promote mobile apps, social media, mobile web on your printed materials<br /><ul><li>Easy print to digital transition</li></ul>Print QR codes or Tags with contact info, websites, product info<br />Can show: URL, Phone numbers, contact Vcard, Text strings/Coupons<br />
  84. 84. Example: Target<br />Target has expanded it’s MyTargetWeekly newspaper inserts to mobile and social: <br />Mobile web, SMS, iPhone app, Facebook and MyYahoo<br />Target has 1,743 stores in 49 states that sell everything from toothbrushes to apparel and furniture. It is the nation’s second largest mass merchandiser, after Wal-Mart Stores Inc.<br />
  85. 85. Mobile Impacts: Events and Location Marketing<br /><ul><li>Easy event or location to digital transition</li></ul>Print QR codes/Tags with contact info on materials<br />Can show: URL, Phone numbers, contact Vcard, Text strings/Coupons<br />Geolocation check-ins, games or special badges, coupons or contests<br />Announce SMS “text to win” contests, subscribe to news or info<br />QR-Code Readers:<br />“Text GETCSto 41411 to WIN!”<br />Foursquare uses your phone’s GPS to give you and friends ways to explore your city. Earn points and unlock badges for discovering new things.<br /><br />
  86. 86. Example: Pizza Hut<br />Pizza Hut: Mobile to account for 50 percent of future orders<br />SMS and Mobile Web:<br />In 2009, the company was one of the first pizza chains to offer both SMS and mobile Web ordering options.<br /><ul><li>The “Total Mobile Access” service let users text an order to the short code 749488. </li></ul>Foursquare:<br />Pizza Hut is launching a national promotion with location-based service Foursquare to reward the “mayor” of each restaurant with a free single order of breadsticks<br />iPhone Apps:<br /><ul><li>After being live in the App Store for three months, the Pizza Hut application for Apple’s iPhone and iPod touch has surpassed $1 million in sales.</li></ul>Pizza Hut operates more than 10,000 restaurants in more than 90 countries.<br /><br />
  87. 87. Mobile Impacts: Content<br />Content Publishing<br />Mobile friendly viewing<br />Full iOS or Android apps<br />iBooks formats<br />Amazon Kindle formats<br />Images, audio, video content<br />Strategies<br />Free promotional teasers<br />In-app purchases<br />Paid apps or books<br />Subscriptions<br />
  88. 88. Example: New York Times<br />The New York Times has versions of it’s content available by many different media, basic content for free, additional for fee.<br />Mobile website <br /><br />Text Alerts<br /><br />Mobile apps, including iPad, iPhone, Android, Blackberry and more<br /><br />Many of these also have additional options based on interest/topic.<br />Advertisers can target these mobile services. <br />
  89. 89. Mobile Impacts: Email<br />One of the top uses of smartphones is email<br />Emails need mobile-friendly format, offer options for viewing<br />Offer a web version in the mail, then detect if user is on a mobile device and then show mobile web-friendly version<br />Other email uses:<br />Coupons usable on device,discounts<br />Promote mobile apps, socialmedia, mobile web<br />
  90. 90. Mobile Impacts: Websites<br />Mobile websites are becoming more expected and needed to connect with customers as they prefer<br />Prioritized for “on the go” users <br />Mobile friendly viewing, focused content, contacts,maps, app download<br />Pros<br />Broad reach not limited to specific devices<br />Build it once for display anywhere<br />Enables users/prospects/customers to interactwith your company on the go<br />Cons<br />Slower loading rich media<br />No “app” presence on phone<br />
  91. 91. Strategies for Mobile Websites<br /><ul><li>There are two main strategies for developing mobile websites
  92. 92. Current content management systems and frequency/volume of updates are considerations</li></ul>A full version of the site with design changes<br /><ul><li>Connected to current publishing system with styling differences</li></ul>A smaller version of the site, with content prioritized for mobile use<br /><ul><li>Separate site and publishing system
  93. 93. May also publish to mobile apps too</li></ul>Type 1<br />Type 2<br />
  94. 94. Mobile Website Examples<br />Type 1<br />Build leads<br />Type 1<br />Ratings andReviews<br />
  95. 95. Example: Ford en Español Mobile Website<br />Ford’s Spanish language mobile site gets as much traffic as the English language version.<br />The automaker decided to target the Hispanic community with a translated mobile site after seeing evidence that the demographic over-indexed against the general market for mobile use. <br /><br /><br />
  96. 96. What NOT to do<br />Websites designed for desktop computers<br />Don’t make users zoom in manually<br />Don’t use same font sizes and images as desktop versions<br />Have menu systems and rollovers that don’t work with touch<br />Don’t provide key information ONLY in flash<br />
  97. 97. Mobile Impacts: Social Media<br />Social media is one of the largest time spent on mobile devices<br />Optimize for sharing and linking on Facebook, Twitter and other networks<br />Mobile-friendly content, easy sharing, commenting “Follow/Liking”, geolocation games, app promotion/integration<br />
  98. 98. SMS (Texting) can be used for a variety of promotional and informational programs including:<br />Coupons<br />Store locators<br />Regular PR and company news, urgent updates<br />Support status, product availability, shipping notifications<br />Contest entries, Loyalty programs, Voting and Polling<br />Email newsletter subscriptions<br />Lead generation, contact requests and info<br />Events, connect to new prospects or subscribers<br />Appointment reminders and confirmations<br />Shared shortcodes are available at low cost, custom shortcodes are secure and more extensible<br />Mobile: SMS <br />
  99. 99. Examples: Restaurants or Retail <br />1. Advertise the program and build your list.<br /><ul><li>Put it on signs in store, website, emails, social media, menus.</li></ul>“Text McDonalds to 55555 get specials and coupons!”<br />2. Send weekly or monthly specials <br /><ul><li>Mobile coupons that can be redeemed by showing the phone at the register
  100. 100. Links to website for info on specials
  101. 101. Links to Facebook page to drive “Likes” and get coupons </li></li></ul><li>Examples: Contests<br />Customer Texts in Code<br />Select winner<br />Add ongoing subscribers<br />Send to mobile site for more info<br />
  102. 102. Examples: SMS - Text Messaging<br />Contests:<br />Contests:<br />Appointment Confirmations:<br />Lead Gen, awareness:<br />
  103. 103. Example: Coca-Cola & Rogers Telecom<br />Loyalty Programs via SMS/MMS<br />“This bottle gets you $0.75 off your Rogers Wireless bill. Get PIN under cap & text to 42653 to redeem or get 1,000 iCoke Points @ Max 10 discounts/customer/week.”<br />Consumers are asked to text in pictures from their Rogers mobile phone to the short code 42653 to win a BlackBerry Pearl 9100 smartphone plus a $100 Rogers gift card.<br /><br />
  104. 104. Apps<br />Promotion of business brand, content publishing, gaming, geolocation, audio, video, augmented reality<br />Community discussions and sharing<br />Pros<br />Rich experience, brandable and PR worthy<br />Fast loading of rich media<br />Leverage GPS/Location Data<br />Store Presence for promotion (iTunes)<br />Cons<br />Exposure limited to single platform OR must develop for each platform<br />
  105. 105. Apple Platform Numbers<br />How many iOS devices are there? <br />Over 100 million units worldwide - iPads, iPhones and iPod Touches<br />77 countries, approximately 50% are in the U.S.<br />How many iPads?<br />Over 3 million in less than 3 months.<br />How many apps? How many downloads?<br />Over 400,000<br />Over 4 billion, 350 downloads per second<br />Purchasing Apps?<br />130 million accounts with credit cards<br />Average user downloads 8-12 apps per month <br />Half of users buy apps each month, nearly 30% buy up to 10 per month<br />Enthusiasm for iPhone?<br />Highest user satisfaction ratings of any smart phone in multiple studies<br />Source: Apple and industry estimates<br />NeilsenOnline and Hitwise, as of Q1 2008CFI Group Smartphone Satisfaction Survey at: www.cfigroup.com<br />Sources: Admob Survey Report and <br /><br />
  106. 106. Usage of Internet and Apps<br />
  107. 107. Cell Phones vs iPhones<br />
  108. 108. Apple platform has the lead<br />By Quantity of apps:<br />By app development starts:<br />Over 400,000 apps<br />Plus 13 million songs, 3,000 TV shows, 2,500 movies<br />Over 40,000 apps<br />By Brands:<br /><br />
  109. 109. Examples: Branded Loyalty Apps<br />Giving customers another way to engage with a brand, find physical locations, coupons and community interactions<br />Show company, product information, ordering information and functionality<br />Share and rate content such as recipes, opinions, articles, videos, audio casts, photos, etc.<br />Build email lists, viral nature of apps encourages spread among friends<br />Promote via other digital and mobile channels<br />
  110. 110. Examples: Blog, Website Apps<br />Connect with users via a content focused branded app<br />Import existing blog feed, Twitter and Facebook in real time, driving traffic, awareness and engagement<br />Add a portfolio of example work or product information, case studies, video reels, video podcasts, audio podcasts<br />Share news, staff announcements and client work<br />Build email lists, sales leads, SMS lists<br />Can be published in conjunction with a mobile-friendly microsite for non-app users<br />
  111. 111. Examples: Promotional Game Apps<br />Small branded games can help connect with customers and keep them engaged with your brand<br />Simple games like wordsearch, catch the can, shape-matching, frogger, soccer, tennis, etc.<br />
  112. 112. Examples: Games & Entertainment<br />Games and Entertainment <br />48<br />
  113. 113. Examples: Business Productivity and Reporting<br />For an increasingly mobile workforce, the ability to access critical business data on the go is very important.<br />Real-time updates, secure data, VPN, remote and local wiping capabilities, and company-only distribution.<br />Ability to integrate with enterprise reporting suites, SharePoint, MS Excel charting and more.<br />Assistance with deploying Office apps for Word, Excel and PowerPoint docs.<br />Ability to update status and forms, edit and enter customer data, new leads or action items.<br />
  114. 114. Examples: Book Apps<br />Book apps are a low cost way to promote a book and monetize content.<br />Options:<br />Free summary to promote book sales<br />Emphasize key points with additional content or checklists to up/cross sell author services, or promote next book<br />Stand alone ebook/app sales<br />Include videos, audio or checklists that sync with website information<br />Featured project: NY Times Bestselling Author Tim Koegel and his book “The Exceptional Presenter” with excerpts from his next book<br />Sample Chapters<br />About Timothy J. Koegel<br />Purchase Book<br />Becoming an<br />Exceptional presenter<br />seemsto be a<br />Herculean task.<br />There’s a lot to<br />remember. Say this.<br />Move that. Speak up.<br />Look at the audience.<br />Don’t fidget. You<br />leave the meeting<br />wondering, Did I<br />connect? Was I<br />© Copyright 2009<br />
  115. 115. Examples: Radio, Music and Band Apps<br />The personal nature of music on iPhones and iPods makes for a great app strategy.<br />Include music samples or full versions, videos, photos and news<br />Promote tour dates and local shows<br />Options:<br />Paid app with licensed MP3s, videos, “liner notes” and a rich experience<br />Free app to promote concerts<br />Include blog postings and updates from the band<br />- Listen to our music -<br />- Watch videos -<br />- Touring Dates -<br />- About Fatty Monk -<br />Autumn Run<br />Shifting Gears<br />Lessons Learned<br />Pryor Years<br />Memory<br />Autumn Run Video<br />Photos on the road<br />Main Page<br />
  116. 116. Examples: iPad <br />The iPad and tablets are a hybrid of mobile and full size computing<br />Large screen<br />Multiple orientations<br />Touch interfaces<br />Narrower technology support (Flash)<br />
  117. 117. Examples: Unique Interfaces<br />
  118. 118. Examples: Video<br />
  119. 119. Examples: Ecommerce<br />
  120. 120. Unique News Interfaces<br />
  121. 121. Examples: News<br />News: Leveraging the landscape of the iPad<br />
  122. 122. Or any combination of…<br />Databases<br />GPS Enabled<br />Promotion and Loyalty<br />iPhone Focused<br />Books, Book Summaries<br />Content Management and Updates<br />Competitions with Online Leaderboards<br />Kids Entertainment<br />iPad Focused<br />Education<br />Videos<br />Games and Puzzles<br />Kids Education<br />Serial Publications<br />Photo & Image Libraries<br />Blog Apps<br />
  123. 123. Location Based Networks<br />Location Based Networks:<br />Mobile coupons, “mayor” of your locations (FourSquare, Gowalla, Yelp, etc.)<br />Checkin status connected to social media, sharing and promotion<br />Rate and review companies, share photos<br />“Claim” to control location messaging, photos, reviews, comments<br />Mayor Specials: For the user who has checked in the most in the last 60 days) ("Foursquare has deemed you the Mayor? Enjoy a free order of french fries!”)<br />Check-in Specials: unlocked when a user checks in to your venue a certain number of times. ("Foursquare says you've been here 10 times? That's a free drink for you!")<br />Frequency-based Specials: are unlocked every X check-ins. ("Foursquare users get 20% off any entree every 5th check-in!")<br />Wildcard Specials: always unlocked, but your staff has to verify some extra conditions before awarding the Special. ("Show us your foursquare Swarm badge and get a free drink!")<br />
  124. 124. Summary<br />Mobile is large already and growing, consumers expect to interact with your business via mobile<br />High expectations, diverse devices <br />The is a ton of research, organizations and companies that can help with your mobile strategy and executions<br />Look for integration and long term strategy, not just point solutions<br />Review your current marketing and products on popular devices and optimize<br />Explore new ways of communicating with prospects and customers, building loyalty, efficiency and revenues<br />Walk, Crawl, Run, Fly – Don’t try to do it all at once<br />We are here to help!<br />
  125. 125. Resources<br />Charlie Browning’s Twitter: and site:<br />Common Sense site and blog:<br />Mobile Marketer Daily:<br />Mobile Commerce Daily:<br />Mobile Marketing Association:<br />NielsenWire Mobile:<br />Comscore Mobile:<br />Wireless Intelligence:<br />Mobile Active:<br />Flurry Mobile Analytics Blog:<br />Free QR Code Generator:<br />How to use QR Codes for Small Business Marketing:<br />Latin American Mobile:<br />
  126. 126. Thanks for your time!Can we help with your integrated mobile strategy?<br />Charlie and the Common Sense Team<br /><br /> <br />