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eMarketing Techniques Conference_Mobile Marketing Show


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Gene Groys President of StaffKnex, discusses the power or Mobile Marketing at the eMarketing Techniques Conference at Corporate College. Brought to you by the Key Entrepreneur Development Center.

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eMarketing Techniques Conference_Mobile Marketing Show

  1. 1. The Power of Mobile Marketing: What you need to know to get in the game Gene Groys BSKlive, Inc. President
  2. 2. Agenda <ul><li>Eye-opening statistics </li></ul><ul><li>Terms and Trends </li></ul><ul><li>Reap the return </li></ul><ul><li>It’s Easier then U think </li></ul><ul><li>Mobile in action </li></ul>
  3. 3. Consumer Behavior is Changing <ul><li>What is Mobile Marketing? </li></ul><ul><ul><li>The use of wireless media as a content delivery and response vehicle to reach consumers. </li></ul></ul><ul><li>Can business afford NOT to consider Mobile Marketing? </li></ul><ul><ul><li>Extend and enhance cross-media marketing campaigns </li></ul></ul><ul><ul><li>Cost-effective, immediate, one-to-one relationship mobile audience </li></ul></ul><ul><ul><li>New channel for customer acquisition </li></ul></ul><ul><ul><li>Higher response rates than traditional direct marketing </li></ul></ul><ul><ul><li>Extend brand through the mobile channel </li></ul></ul><ul><ul><li>Measurability </li></ul></ul><ul><li>Your Audience </li></ul><ul><ul><li>Male 55% -- Female 45% </li></ul></ul><ul><li>Text Usage by Age </li></ul><ul><ul><li>63% 18-27 </li></ul></ul><ul><ul><li>31% 28-39 </li></ul></ul><ul><ul><li>18% 40-49 </li></ul></ul>Mobile messaging explosive growth. VeriSign estimates that there are more than 525 million mobile messages sent and received in North America on a daily basis.
  4. 4. Consumer Behavior is Changing <ul><li>US Household Penetration </li></ul><ul><ul><li>More than 75% of all households own at least one mobile phone </li></ul></ul><ul><ul><li>219 million mobile phone subscribers in the U.S. and growing </li></ul></ul><ul><ul><li>Nearly 100% of all mobile phones are SMS capable and can receive mobile marketing messages </li></ul></ul><ul><ul><li>More then 50% of all mobile users use SMS </li></ul></ul><ul><li>10+ billion text messages are sent every month by U.S. subscribers </li></ul><ul><ul><li>Applications well-suited to immediacy and location have the largest audience </li></ul></ul><ul><ul><li>Applications today include everything from maps, weather, directories, to shopping & payments </li></ul></ul>Monthly personal consumption expenditures for telephone service per household. Source: FCC
  5. 5. Businesses are responding to the trend <ul><li>In a survey of 50 global brand-name companies, 28% of companies surveyed have already launched live SMS campaigns </li></ul><ul><li>Top brands considering implementing mobile campaigns doubled to 28% since the previous year </li></ul><ul><li>71% of brands projecting to spend up to 10% of the budget on mobile marketing within two year’s time </li></ul><ul><ul><li>Campaigns can be tailored to a brand’s target audience and objectives </li></ul></ul><ul><ul><li>Promotion is the key to success </li></ul></ul>
  6. 6. <ul><li>You have many choices for engaging your audience </li></ul><ul><li>Mobile Alert Services </li></ul><ul><li>Mobile Content Services </li></ul><ul><li>Mobile Coupons (and bar-coding) </li></ul><ul><li>Mobile Contests, Quizzes and Sweepstakes </li></ul><ul><li>Push campaigns </li></ul><ul><li>Pull Campaigns </li></ul>Types of Mobile Marketing Initiatives
  7. 7. Getting in the game Need for simplification Tremendous Complexity in Mobile Content Value Chain; Multiplicative Problem Putting the pieces together SMS Shortcode Campaigns Aggregators Carriers SMPP MMS
  8. 8. <ul><li>SMS </li></ul><ul><li>MMS </li></ul><ul><li>Shortcode </li></ul><ul><li>Aggregator </li></ul><ul><li>Campaign </li></ul><ul><li>Opt-in </li></ul><ul><li>MO </li></ul><ul><li>MT </li></ul>Terms
  9. 9. <ul><li>Short 5-6 digit numeric codes to which text messages can be sent from a mobile phone </li></ul><ul><li>There are ‘random’ or ‘vanity’ shortcodes </li></ul><ul><li>Vanity shortcodes are requested by the applicant and have a higher lease cost </li></ul><ul><li>Shortcodes are leased for a minimum of 3 months and a maximum period of 1 year. </li></ul><ul><ul><li>Can re-apply for the shortcode after the one year expiry date </li></ul></ul><ul><li>Where can I get one? </li></ul><ul><ul><li> </li></ul></ul><ul><li>What does it cost? </li></ul><ul><ul><li>$500 - $1,000/month </li></ul></ul><ul><li>What should I expect total cost to be? </li></ul>What is a Shortcode
  10. 10. <ul><li>Average time line for the initial set-up and integration is 6-8 weeks. </li></ul><ul><li>Short Code Application </li></ul><ul><li>Establish SMPP Connectivity to network operators </li></ul><ul><li>Benefits </li></ul><ul><ul><li>Interoperability – Specialist companies can solve this </li></ul></ul><ul><ul><li>Fast – 2-3 second interaction </li></ul></ul><ul><ul><li>Ubiquitous – 2b recipients worldwide, over 250m in North America </li></ul></ul><ul><ul><li>Efficient – 95% open rate, 15% response rate for marketing campaigns </li></ul></ul><ul><ul><li>Simple </li></ul></ul>Mobile Campaign
  11. 11. Plan your Strategy
  12. 12. Plan your Strategy Cont…
  13. 13. <ul><li>Take advantage of Time and Place </li></ul><ul><li>Instantly reward </li></ul><ul><li>Deliver “on the go” content </li></ul><ul><li>Provide highly targeted and relevant information </li></ul><ul><li>Let’s demonstrate Mobile Marketing live, right here, right now… </li></ul>Mobile Marketing Live
  14. 14. Q & A [email_address] The Power of Mobile Marketing: What you need to know to get in the game