Di aquent final

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Di aquent final

  1. 1. Keep it Short and Useful: Mobile Marketing that Seamlessly Fits into Customers’ Lives and Delivers Value SPEAKER: Chi Modu, Founder Chief Transformation Officer diverseinsights.com didigital.net MODERATOR: Alli Libb American Marketing Association SPONSOR: Aquent: aquent.com
  2. 2. Mobile mo•bile - Being able to move or be moved freely or easily diverse insights
  3. 3. Brands Must Align With Current Information Access Points diverse insights
  4. 4. What We’ll Cover: • Advantages of mobile vs. non-mobile marketing • The parts of the mobile equation • The surprisingly most effective of all the mobile tools • How to effectively engage the consumer in conversation • How to move consumers to action • Consumer concerns and privacy overview • Case studies diverse insights
  5. 5. diverse insights Advantages of Mobile vs. Non-Mobile Marketing • Omnipresence • Reduced targeting errors • Improved data management • Always on and always aware • Location awareness • Intimate platform
  6. 6. diverse insights A Few Stats: • Over 50% of global population pays to use mobile device • 75% of US population or 232 million users of mobile phones • Mobile banking to double to 400 million people by 2013 Source: International Telecommunications Union, an agency of the United Nations Source: Pew Internet Research Source: Juniper Research
  7. 7. Address book Audio recorder Calendar Camera Game Device GPS Laptop Music player Note pad Remote control Telephone Television Wallet diverse insights Consolidation of Devices Mobile Device=
  8. 8. diverse insights Five Parts of the Mobile Equation • Applications for smart phones (phones with internet access) • Mobile web m.yourbrand.com vs. yourname.mobi or sites built with mode of access detection capability • SMS (short message service) Short code marketing and texting • Kindle, iPad, etc. Content access devices with added functionality • Location based services Foursquare, Gowalla, and more
  9. 9. diverse insights What Does All of This Mean?
  10. 10. diverse insights
  11. 11. diverse insights Societal and Behavioral Shifts • Smart info consumption • Control of when/where and how to consume • Increase of tasks in shorter time frame: e.g. 31 to 24 hours • User-generated content more the norm • • • Source: OTX - US Think Tank
  12. 12. diverse insights What is the Most Effective of All Mobile Tools?
  13. 13. diverse insightsdiverse insights The Most Effective Tool is the One That Your Customer is Most Familiar With
  14. 14. diverse insights When Integrating Mobile • Create or refine your overall brand strategy • Create a mobile plan and implementation course that is informed by your brand strategy and position • Research and study your customers’ mobile behavior and information consumption preferences • Understand what your customers (and prospects) expect from your brand • • •
  15. 15. diverse insights Moving the Customer from One Channel to Next: Seamlessly integrate mobile CTAs (calls-to-action) with your non-mobile marketing
  16. 16. • Applications • Mobile web • SMS (Texting/Short Message Service) • Kindle, iPad… • Dynamic/location-based engagement diverse insights Integrate and Leverage All Components of the Mobile Mix to Connect with Your Non-Mobile Marketing Efforts
  17. 17. diverse insightsdiverse insights
  18. 18. diverse insightsdiverse insights
  19. 19. diverse insightsdiverse insights
  20. 20. diverse insightsdiverse insights
  21. 21. diverse insights How do you best engage your customer in conversation?
  22. 22. diverse insights Five Parts of the Mobile Equation • Applications for smart phones (phones with internet access) • Mobile web m.yourbrand.com vs. yourname.mobi or sites built with mode of access detection capability • SMS (short message service) Short code marketing and texting • Kindle, iPad, etc. Content access devices with added functionality • Location based services Foursquare, Gowalla, and more
  23. 23. VS. diverse insights Taste Tests Still Work
  24. 24. diverse insights
  25. 25. diverse insights Thin Line Between “Spooky,” “Creepy” and Annoying
  26. 26. diverse insights Case Studies…
  27. 27. diverse insights Bowery Mission of NYC Goal: To be the most effective provider of compassionate care and life transformation for hurting people in New York City. Established in 1879
  28. 28. Challenge: To raise awareness of the plight of the homeless and hungry in New York City and increase donations Strategy: Approach the age-old problem of hunger and homelessness with a 21st century solution. Creative use of SMS that included facts, trivia, words of inspiration along with Bowery’s services for users of the services, donors and prospects. Result: Increased awareness of the Bowery’s Mission Bonus: Selected Best of Non-Profit, 2009, by Mobile Marketer diverse insights Bowery Mission of NYC - Pro Bono Project
  29. 29. diverse insightsdiverse insights
  30. 30. diverse insights General Mills: Wheaties Fuel
  31. 31. diverse insights General Mills: Wheaties Fuel Challenge: Create a mobile campaign to support the new Wheaties Fuel to help reinvigorate and modernize the Wheaties brand Strategy/Result Created next generation SMS campaign integrated with offline, television, and print promotions in partnership with Men’s Health Magazine. Bonus: Selected among top 10 campaigns of, 2009, by Mobile Marketer
  32. 32. diverse insightsdiverse insights
  33. 33. Keep it Short and Useful: Mobile Marketing that Seamlessly Fits into Customers’ Lives and Delivers Value SPEAKER: Chi Modu, Founder Chief Transformation Officer diverseinsights.com didigital.net MODERATOR: Alli Libb American Marketing Association SPONSOR: Aquent: aquent.com Thank You! Get in touch: chi@diverseinsights.com

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