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AIMS 2012- Tyson Higginbotham COG. “Best practices of marketing to mobile”

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AIMS 2012- Tyson Higginbotham COG, Inc
VP Marketing/Business Development
“Best practices of marketing to mobile”

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AIMS 2012- Tyson Higginbotham COG. “Best practices of marketing to mobile”

  1. 1. MOBILE MARKETING Tyson Higginbotham V.P. Marketing / Bus. Dev.
  2. 2. The train has left the station & it is picking up steam!
  3. 3. 2011 Paradigm ShiftConsumers prefer mobile Adoption rate twice  that of the WWW.
  4. 4. What You Need To Know About Mobile For 2012
  5. 5. Complete Mobile Ecosystem Today SMS / MMS QR CODESAPPLICATIONS SOCIAL EMAILMOBILE CRM
  6. 6. Early Trends Don’t Show Any Signs OfSlowing Down!
  7. 7. 50% OF THEPOPULATION BY 2015
  8. 8. 2015:80% OF POPULATION USING MOBILE PHONE 30% OF POPULATION ON TABLETS
  9. 9. Consumers Are Using Mobile For Everything
  10. 10. 87% of smartphone owners access the internet and email on their handheld*13% of organizationsintegrate mobile with email21% of organizations report integrating email with mobile is effective Changing the game for how we think of email
  11. 11. SMART  Trends Are Staggering PHONE44% Growth  TABLETS / E‐ READERS 23.5% GROWTH
  12. 12. MOBILE  MOBILE DEVISES DEVICES RULE  RULE THE  MORNING AND  THE  EVENING MORNING AND EVENING
  13. 13. Mobile Is Effecting Every Aspect Of Our Lives!
  14. 14. Brands are taking notice60% INCREASE IN MOBILE SPEND
  15. 15. Marketing To The Pocket/ Purse Is VeryDifferent Than Any Other Direct MarketingSTRATEGY IS ESSENTIAL TO END USER EXPERIENCE ANDEND USER ENGAGMENT SMS / MMS MOBILE OPTIMIZED WEB SITES APPLICATIONS SOCIAL SHARE MOBILE CRM FOR TABLET
  16. 16. What You Need To Know About SMS What is the size of the mobile market? Everyone Uses Text Transactional Push Of the world’s 4 billion mobile phones in use, 27% 27% 25% 1.08 billion are smartphones and a whopping 3.05 billion 75% are SMS enabled (950 million are not SMS enabled)Over 8 Trillion Text Messages where sent in 2011
  17. 17. Macy’s is Mobile SEND TEXT ENTER ONLINECALL TO TO RECEIVEACTION RECEIVE OFFERS OFFER & LINK
  18. 18. Macy’s is Mobile
  19. 19. REDBOX TEXT DEALS MAKE IT SOCIAL MAKE IT FUN
  20. 20. REDBOX TEXT DEALS Generated 1.5 million text messages Included 400,000 unique customers Created 200,000 new SMS subscribers
  21. 21. What You Need To Know About Mobile Optimize Web Sites PEOPLE ARE ACCESSING THE WEB FROM MOBILE AND TABLETS UP TO DATE INFORMATION CONNECTED AT ALL TIME RESEARCH / SHARE Global Mobile vs. Desktop Internet User Projection, 2007‐2015E
  22. 22. THE ANDERSONS IS MOBILE! SHOP CONNECT ENGAGE ALL ON YOUR MOBILE DEVICE UTILIZE MOBILE TO DRIVE CUNSUMER ENGAGMENT TO YOUR CRM
  23. 23. Engage Consumers on Your WebsiteEngagement Begins with Registration at The Andersons Store web site.
  24. 24. CONNECT TRADITIONALCONNECT IN BRICK AND MORTAR
  25. 25. DELIVER VALUE CREATE VALUE
  26. 26. THE ANDERSONS INVITES CONSUMERS TO OPT – IN FOR TEXT ALERTSDELIVER RELEVANT TEXT  ALERTS 
  27. 27. WHAT YOU NEED TO KNOW ABOUT APPLICATIONS PEOPLE ARE DOWNLOADING APPS! QUICK TO GET TO MARKET UPDATES AND ACTIONS 10.6 Billion apps have been downloaded 300,000 Mobile apps have been developed with the last 3 years 1 in 4 apps are never used once downloaded Mobile Applications are expected to peak in 2013
  28. 28. •Lengthen park visits throughenhanced park engagement•Increase in-park revenue within-app ticket purchase capabilities•Promote and up-sell park featuresusing mobile messaging and a customCMS
  29. 29. Mobile CRM Rep Plan of Action Customer needs are identi ed Sales Stages Plan of actionUSING SMART PHONE AND TABLET  Medtronic CRM salesforce deployment visiting Rep reports PDA- checks Sales Stages Closed Loop Marketin g and Sales SystemMarketing & Sales Cycle Database Management HQ functions prepare messages Customer receives multi-channel Sales & Marketing message and Tailored Multi-channel de ne strategy takes Marketing campaigns for Sales Cycle action Tailored Marketing messages
  30. 30. USING SMART PHONE AND TABLET Mobile CRM CRM salesforce deployment REAL TIME  DATA  PROCESS DIRECT PRESENTATION SHORTENED  SALES CYCLE
  31. 31. Mobile CRM
  32. 32. What to look for in the future
  33. 33. Near Field Communication [NFC] What is it? Frictionless Transactions Short Range wireless RFID technology Close Proximity / Physical Touch is Required NFC is the technology behind Google Wallet
  34. 34. Mobile Ping Video demo
  35. 35. Augmented Reality Moosejaw / marxent •37% increase in same period sales. •33% increase in catalog response rate. •75K+ downloads in a 5 week period. Video Demo
  36. 36. What to look forward to in 2012 FOCUS ON SMART PHONES / FADING OF FEATURE PHONES • Mobile web sites • Development of apps • Rich media mobile advertising • Driver of CRM based loyalty programs • Experience driven QR codes • Social Strategy will be more tightly woven  into the fabric of mobile • Location based Advertising • Augmented Reality MOBILE PAYMENTS  IS THE NEW FOCUS GOOGLE WALLET/PAYPAL
  37. 37. Key Points to Take Away From today’s Briefing Strategy is key End User Experience is Paramount Give to Get Provide highly relevant content
  38. 38. Strategy that stitches together traditional and non- traditional that Is focused on “the experience” Delivers relevant content Closing the marketing loopRemarket to end users that are taking action NOW!
  39. 39. Tyson HigginbothamV.P. Marketing / Business Development 800-285-0808 614-203-1851 thigginbotham@westcamp.com Text keyword “TYSON” 614-385-0421

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