Finding Your Edge In Mobile Marketing


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When pundits discuss the “post-PC era” that’s code for a world where more people surf the web on smartphones than conventional computers. And that world is now. If you’re marketing online and not focusing on the mobile space, you’re missing the biggest target out there.

LDA’s own Jim McDonnell, the guru of emerging channels at Papa John’s, has been perfecting the art of selling pizza via smartphones for years. On Oct. 4, 2011, he unveiled you the roadmap he developed at the cost of thousands of dollars, and let you in on the dirty secrets of mobile marketing.

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Finding Your Edge In Mobile Marketing

  1. 1. Finding Your Edgein an Increasingly Competitive Mobile Environment presented October 4, 2011
  2. 2. Mobile/Portable Landscape of Today Smartphones = Mobile Small screens Touch Interface Always Connected Tablets = Portable Bigger Screens Touch Interface Not Always Connected (wi-fi) TabletsStationary Mobile 2
  3. 3. Post-PC ONLY EraPeople are just reaching for the best screen available. Mobile Devices Connect people to each other Connect the physical world to the digital world Go everywhere Tablets Are primarily for accessing the digital world in place of a desktop or laptop Desktop and Laptop While not as mobile/portable, still deliver more computing power Bigger Screen (more workspace), more precise interface (keyboard & mouse), more capabilities Computers sales may slow due to Smartphones and Tablets, but they will remain essential to work and home. – Let’s know our opportunities and manage expectations. 3
  4. 4. Mobile Opportunity Universe of Access Opportunity for Interaction by Location Desktops Mobile Laptops Tablets Mobile Laptops Desktops Tablets Not to any scale - for demonstration only 4
  5. 5. Types of Digital Marketers Real-Time Transactions Product OrderingPromotional Is there any digital entity without a mobile opportunity? 5
  6. 6. Mobile Maturity Index AT&T Mobile Marketing Maturity Index 6
  7. 7. Optimizing Mobile PresenceDedicated Mobile vs. StylesheetWeb Site / Web App Solutions Tailor the Mobile Experience to Only one platform/presence to the user maintain (but two or more experiences) Better leverage the power of the device Possible lower cost of ownership (over time) Separate/Differentiate Mobile One dev team experience from Desktop Less QA Greater Flexibility 7
  8. 8. Optimizing Mobile Presence Outsourcing Options Proxy Solutions Presentation Layer Solutions API connectivity Letting someone else do the heavy lifting Hosting Device Detection Experience Rendering But putting a vendor between you and your customer Solid relationship with forward-looking agreement Disengagement Strategy 8
  9. 9. Optimizing Mobile Presence Native Applications Can you leverage the hardware? Camera Location Gyroscope and Accelerometer Memory Near-Field Communications iOS or Android (hint: it’s both now) iOS users tend to go to the App store first, but there are more Android phones iPhone + iPod + iPad = most devices overall What about BB, WP7, etc? 9
  10. 10. Mobile Marketing 10
  11. 11. Mobile Marketing - SEO How do the search engines see your site? Location discoverability can be key in mobile It is easier to build with SEO in mind than to optimize later Poor SEO = higher digital ad spend to get the same results 11
  12. 12. Mobile Marketing - eCRMEmail More than 20% of promotional email is now read on mobile devices Mobile Email clients render differently than desktop Subject lines on mobile are generally limited to 25-35 characters Does a text version of the email work well enough? (tracking challenges)SMS/MMS More immediacy than Email, but can be even harder to track ROI Almost every phone can receive SMS, but not all have data plans or browsers There is often some level of cost to the customerPush Notifications Can provide a richer experience than email or SMS or MMS Better tracking and lower per message cost than SMS Targetable by time, and location No government or carrier regulation Free to the customer But they have to download your app and accept Push Notifications 12
  13. 13. Mobile Marketing - SEM Search Engine Marketing is typically very cost effect and can be optimized But Mobile has less paid search results on the screen (limitation of real estate) It can also be more expensive (winning the bid for the mobile customer) And can be more difficult to track results and estimate ROI 13
  14. 14. Mobile Marketing - Display Mobile banner ads 6X as effective as desktop More engaging or fat fingers? Hard to miss or tune out Can target beyond desktop capabilities with location and app interaction behavior Touch screens make inadvertent click inevitable We still do not have desktop-level tracking for mobile display (I2C) CPM vs CPC (and sometimes CPA) 14
  15. 15. Mobile Marketing – Rich Media & Video Expensive advertising Bandwidth can kill the experience Platform limitations But it can be a far more immersive (brand) experience 15
  16. 16. Mobile Marketing – QR Codes A bridge from Print to Mobile Good for telling a big story from a small space Good for influencing in-store decisions while connecting with customers 16
  17. 17. Mobile Marketing – Couponing Services Can be sales decision influencer Can assist in up-sell Can be multi-platform (web, SMS, MMS, app) Can be geo-targeted, day-parted, personalized 3rd party can do the work 17
  18. 18. Mobile Marketing – Social Media Social is Mobile 350MM Facebook users access via mobile Twitter was originally designed around SMS LBS and Camera allow the real world to flow into social networks But social networks have been slow to provide marketing opportunities (limited mobile platform) More eCRM than anything for now Integration can help leverage users to influence others 18
  19. 19. Mobile Throughout the Shopping Process Display = Awareness Search = Consideration QR codes to bridge print to digital Mobile Couponing = Decision Influence Point of Sale Opportunity = Close sale, cross-sell, up-sell eCRM to influence incremental sales Social for eCRM to influence others 19
  20. 20. Who is really good at mobile right now? 20
  21. 21. What Comes Next Cloud Tablets NFC Speed OS Innovations 21
  22. 22. Thank You Question? Jim McDonnellSenior Manager, Digital Media and Emerging Channels Papa John’s International, Inc. 22