1
(c) Liz H Kelly August 2014, UCLA Extension
New Media Marketing
Week 9: Mobile Marketing
Tuesday, August 19, 14
2
Week 9 Topics
©	
  2014,	
  Liz	
  H	
  Kelly	
  (Proprietary	
  and	
  Con:idential)
Mobile Growth
Shopping Companion
M...
3
Interactive Mktg Forecast
©	
  2014,	
  Liz	
  H	
  Kelly	
  (Proprietary	
  and	
  Con:idential)
Tuesday, August 19, 14
4
Mobile Growth
2005
No iPhone
No YouTube
No Twitter
Facebook was college-only
social media site
Online ad revenue 12.5
bi...
5
Ultimate Shopping
Companion
©	
  2014,	
  Liz	
  H	
  Kelly	
  (Proprietary	
  and	
  Con:idential)
79% of people use th...
6
Mobile Apps for Marketing
Create your own app
using Mobile Roadie
Email marketing with
MailChimp
Consider SMS
Marketing ...
7
Global Ad View
©	
  2014,	
  Liz	
  H	
  Kelly	
  (Proprietary	
  and	
  Con:idential)
80% of all internet
traffic comes ...
8
Mobile Marketing Trends
©	
  2014,	
  Liz	
  H	
  Kelly	
  (Proprietary	
  and	
  Con:idential)
Increased Personalized a...
9
Mobile Case Study 1
©	
  2014,	
  Liz	
  H	
  Kelly	
  (Proprietary	
  and	
  Con:idential)
Seattle Sun Tan
35 locations...
10
Mobile Case Study 2
©	
  2014,	
  Liz	
  H	
  Kelly	
  (Proprietary	
  and	
  Con:idential)
TAO Nightclubs
exclusive ni...
11
Mobile Case Study 3
©	
  2014,	
  Liz	
  H	
  Kelly	
  (Proprietary	
  and	
  Con:idential)
Gillette brand awareness
Mo...
12
Week 9 Assignments
Assignment 1 Identify the "When" (Graded, 4 points)
Write the fifth of five Marketing Assignments: i...
13
Grading
Below is our grading grid for assignments:
©	
  2014,	
  Liz	
  H	
  Kelly	
  (Proprietary	
  and	
  Con:identi...
14
CEO/Founder Liz H Kelly has built
advertising campaigns and recognition
programs for Fox Interactive Media/
MySpace, Pa...
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Week 9 UCLA Extension New Media Marketing Mobile and Apps

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Enjoy this UCLA Extension New Media Marketing Presentation about Mobile Marketing and Apps by Liz H Kelly, Goody PR and Goody Awards Founder. If you would like to contact Liz for a free initial consultation, email liz at goody pr .com. Thank you. http://goodypr.com

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Week 9 UCLA Extension New Media Marketing Mobile and Apps

  1. 1. 1 (c) Liz H Kelly August 2014, UCLA Extension New Media Marketing Week 9: Mobile Marketing Tuesday, August 19, 14
  2. 2. 2 Week 9 Topics ©  2014,  Liz  H  Kelly  (Proprietary  and  Con:idential) Mobile Growth Shopping Companion Mobile Apps for Marketing Mobile Trends Case Studies Guest Speaker Wrap-up Tuesday, August 19, 14
  3. 3. 3 Interactive Mktg Forecast ©  2014,  Liz  H  Kelly  (Proprietary  and  Con:idential) Tuesday, August 19, 14
  4. 4. 4 Mobile Growth 2005 No iPhone No YouTube No Twitter Facebook was college-only social media site Online ad revenue 12.5 billion ©  2014,  Liz  H  Kelly  (Proprietary  and  Con:idential) 2012 50% of users own smartphones YouTube has 3 billion views/ day Twitter has 400 million tweets/day Facebook has 1 billion users Online ad revenue $31 billion Source: Adam Ostrow, Mashable (Nov 2, 2012) Tuesday, August 19, 14
  5. 5. 5 Ultimate Shopping Companion ©  2014,  Liz  H  Kelly  (Proprietary  and  Con:idential) 79% of people use their smartphone to help them with shopping 95% use smartphones to find local information Location-Based Services) yet 79% of businesses don’t have a mobile optimized site Location-Based Services Tuesday, August 19, 14
  6. 6. 6 Mobile Apps for Marketing Create your own app using Mobile Roadie Email marketing with MailChimp Consider SMS Marketing with Mogreet Express Create mobile coupons with FunMobility ©  2014,  Liz  H  Kelly  (Proprietary  and  Con:idential) Let your customer find you with Yelp Use Photo Apps to add messages (ex. Overgram) Tuesday, August 19, 14
  7. 7. 7 Global Ad View ©  2014,  Liz  H  Kelly  (Proprietary  and  Con:idential) 80% of all internet traffic comes from outside the US Some users in France have been using up to 3 GB/ day Watching TV shows on their mobile Tuesday, August 19, 14
  8. 8. 8 Mobile Marketing Trends ©  2014,  Liz  H  Kelly  (Proprietary  and  Con:idential) Increased Personalized and Customization Location-Based Marketing Narrowcasting Multimedia & Rich Media Messaging Even Shorter Content Gamification of Mobile Ads Source: CIO Tuesday, August 19, 14
  9. 9. 9 Mobile Case Study 1 ©  2014,  Liz  H  Kelly  (Proprietary  and  Con:idential) Seattle Sun Tan 35 locations tanning salon on west coast Mobile Marketing Sent out discounts and coupons via SMS 4,750 customers opt-in Generated $196,000 in sales These customers spent 500% more Tuesday, August 19, 14
  10. 10. 10 Mobile Case Study 2 ©  2014,  Liz  H  Kelly  (Proprietary  and  Con:idential) TAO Nightclubs exclusive nightclub in Las Vegas Mobile Marketing Sent out exclusive SMS to 2000 customers on the day of events Offer generated an 11% redemption rate 220 additional attendees $1,770 in additional entrance fees Purchased an average of 2 drinks, which was $400 in revenue Tuesday, August 19, 14
  11. 11. 11 Mobile Case Study 3 ©  2014,  Liz  H  Kelly  (Proprietary  and  Con:idential) Gillette brand awareness Mobile Marketing Rich Media ads prompted users to start a race Launched an interactive game asking users to shave F1 driver Bruno Senna using a car shaped razor ads targeted males with disposable income More than 20% of the users ended up playing the game more than once Do not know impact on brand Tuesday, August 19, 14
  12. 12. 12 Week 9 Assignments Assignment 1 Identify the "When" (Graded, 4 points) Write the fifth of five Marketing Assignments: identify the "When" (Timeline and Schedule) of your Marketing Plan. Create a timeline by which you will roll out and manage your marketing campaign. This assignment represents a smaller piece of a larger whole: your final Marketing Plan (MP) which is due at the end of class. Assignment 2 - Prepare 10 Slide PPT (not graded this week) Prepare your 10 slide PPT for class presentations on Aug 27 and Sept 3 We will pick names out of a hat so please be prepared on Aug 27 to present For your Final Project: Marketing Plan PPT is worth 15 points Marketing Plan in Word is worth 15 points ©  2014,  Liz  H  Kelly  (Proprietary  and  Con:idential) Tuesday, August 19, 14
  13. 13. 13 Grading Below is our grading grid for assignments: ©  2014,  Liz  H  Kelly  (Proprietary  and  Con:idential) Tuesday, August 19, 14
  14. 14. 14 CEO/Founder Liz H Kelly has built advertising campaigns and recognition programs for Fox Interactive Media/ MySpace, Paramount Pictures, and the first Sprint PCS. She is on the Advisory Board for Net Impact LA and Global Girl Media & regularly speaks on panels, ie Digital Hollywood, Social Media Week LA. About & Contact Liz H Kelly, Goody PR & Goody Awards* Founder lizkellylive@gmail.com Google Voice: 310-987-7207 *part of Sunrise Road Media Inc ©  2014,  Liz  H  Kelly  (Proprietary  and  Con:idential) Tuesday, August 19, 14

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