Mobile Marketing Mix


Published on

Overview of new directions in mobile makerting and communications, with a case study on WDT's;successful campaign to launch theiMapWearther Radio iPhone application

Published in: Technology, Business
  • Be the first to comment

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide
  • Content leader in the weather industry – initially built business as wholesale provider to most other weather industry leadersLeveraging weather content and world-class interactive geo-mapping capabilities30% annual growth HQ in Norman OK; Offices in Atlanta, Austin, DC areaKey investor is Syncom Fund V of Silver Spring, MDIn 2009 successfully launched 3 Screen Strategy aimed at local media with: On-line interactive weather mapsOn-the-go mobile applications and mobile webOn-Air touch screen presentation solutionsWaas for Governments and IndustryServicing >1,000 media sitesLaunched 70 mobile applications on the Apple Store
  • Mobile Marketing Mix

    1. 1. the mobile marketing mix<br />Matthew Piette Chief Marketing Officer Weather Decision Technologies July 2011<br />
    2. 2. the road to mobility<br />
    3. 3. our mission : to make the world a better place by fundamentally changing the way people use and interact with weather information<br />
    4. 4. awards and recognition<br />Winner! - 2011 AMS Award for Outstanding Services to Meteorology by a Corporation<br />Top 100 Fastest Growing Environmental Services Firm in the United States (Inc. 100 2007)<br />Inc. 5,000 Awards 2007, 2008, 2009 and 2010<br />Inc. 500 2004 <br />OKC Metro 50 Award 7 years, #5 in 2003, #4 in 2008.<br />Twice Venture of the Year Finalist by Oklahoma Venture Fund<br />
    5. 5. our customers<br />media and consumer<br />enterprise and government<br />weather services<br />
    6. 6. why mobile?<br />
    7. 7. mobile<br />… is positioned to be the dominant channel for both internal and external communications<br />
    8. 8. Source: Microsoft Tag<br />what is the size of the mobile market?<br />Of the world’s 4 billion mobile phones in use.<br />1.08 billion are smartphonesand a whopping<br />3.05 billion are SMS enabled<br />(950 million are not SMS enabled)<br />25%<br />27%<br />75%<br />
    9. 9. how fast is mobile internet growing?<br />Source: Microsoft Tag<br />Global Mobile vs. Desktop Internet User Project, 2007 – 2015E<br />By 2014, mobile internet should take over desktop internet usage <br />
    10. 10. how has mobile usability changed?<br />Source: Microsoft Tag<br />86% of mobile internet users are using their devices while watching TV<br />
    11. 11. how much do people use their mobile phones?<br />Source: Microsoft Tag<br />2.7 hours<br />1/3<br />2x<br />
    12. 12. 165 million users<br />what is the state of social & mobile marketing?<br />Source: Microsoft Tag<br />600+<br />million users<br />50%<br />1/3<br />
    13. 13. what is the state of social & mobile marketing?<br />Source: Microsoft Tag<br />YouTube views occur on mobile devices per day<br />30% of smartphone owners accessed social networksvia mobile browser<br />
    14. 14. Fortune 50 MMM<br />
    15. 15. Fortune 50 use of mobile<br />How many Fortune 50 companies have a mobile website or application…?<br />Source BursonMarsteller<br />
    16. 16. Fortune 50 use of mobile<br />How many Fortune 50 companies have a mobile website or application…?<br />62%<br />Source BursonMarsteller<br />
    17. 17. Fortune 50 use of mobile<br />How many of those with a mobile presence make it readily known on their websites?<br />Source: BursonMarsteller<br />
    18. 18. Fortune 50 use of mobile<br />How many of those with a mobile presence make it readily known on their websites?<br />39%<br />Source: BursonMarsteller<br />
    19. 19. mobile optimized websites<br />38%<br />of the Fortune 50 have mobile-optimized websites<br />B2B-oriented organizations can also benefit from maintaining mobile-optimized websites. Dow Chemical’s mobile website is targeted specifically to investor relations, with information and options that are relevant to on-the-go shareholders.<br />Costco’s mobile website enables simplified browsing which is conducive to a mobile-sized screen. Users can make purchases, initiate and renew memberships and sign up for text message alerts on the mobile website.<br />State Farm’s allows consumers to get insurance quotes, report accidents and locate repair facilities easily from it’s mobile-optimized home page.<br />Source: BursonMarsteller<br />
    20. 20. transactions, not just information<br />Of companies’ mobile websites/apps allow for transactions/interaction with stakeholders.<br />43%<br />Walgreens allows customers to refill prescriptions by scanning the barcode with their smartphones.<br />Home Depot enables shopping via mobile.<br />Bank of America lets customers transfer funds and pay bills with their smartphones.<br />Source: BursonMarsteller<br />
    21. 21. TXTS: transactions, not just information<br />…but only<br />70%<br />22%<br />Of Fortune 50 companies use SMS/text messaging<br />Of adults use SMS/text messaging<br />Walmart sends alerts about promotions and notifications about photo/prescription pick-up<br />Target sends text alerts that include bar codes for redeeming promotions.<br />Johnson & Johnson text4baby provides timely updates to promote moms’ and babies’ health<br />Source: BursonMarsteller<br />
    22. 22. take a picture: QR codes<br />22%<br />Of Fortune 50 companies are using QR codes<br />Fortune 50 companies that use QR codes often include them in ads to deiver additional content to a stakeholder’s smartphone<br />Verizon used QR codes to promote applications using the DROID<br />Source: BursonMarsteller<br />
    23. 23.<br />
    24. 24. mobile applications<br />58%<br />While the Android’s market share is quickly catching up to that of the iPhone and Blackberry, companies are still focused on building apps for the iPhone<br />Of Fortune 50 companies have mobile applications<br />Source: BursonMarsteller<br />
    25. 25. this is the time…<br />This year, people started to spend more time on mobile apps than consuming content from websites<br /> Source: Flurry<br />
    26. 26. why apps?<br />
    27. 27. why apps?<br />Dick Turpin<br />
    28. 28. why apps?<br />apps<br />phone<br />“Your money or your life!”<br />
    29. 29. it’s still all about Apple<br />425,000 apps<br />$2.5 billion to developers<br />30% to Apple<br />70% to you<br />
    30. 30. it’s all about discovery …<br />TimShepherdAnalyst at Canalys<br />Too much choice brings serious problems in terms of application discovery for both developers and users<br />
    31. 31. it’s all about distribution …<br />Peter Verstabacka, the “Mighty Eagle” of Angry Birds : “Angry Birds was our 52nd game, after a number of failures”<br />
    32. 32. iPad<br />iPhone, iPod Touch & iPad<br />iOS Apps powered by<br />
    33. 33. Closeup of ipad app<br />
    34. 34. case study<br />
    35. 35. Tornado Path: May 24th, 2011<br />Piedmont<br />
    36. 36. Total U.S.Tornado Count <br />2000-2010<br />
    37. 37.
    38. 38. one of the deadliest seasons on record<br />Christopher Lucas, 27<br />killed saving customers at restaurant<br />Miles Wells, 59<br />killed guiding 50-60 customers to safety at big box store<br />Will Norton, 18<br />promising young film maker killed in car after graduation <br />21 2009<br />45 2010<br />515 2011<br />(Stories: Witchita Eagle, Photos Norton Family, Joplin Globe, DeAnna Mancini/AP Photo)<br />
    39. 39. the “old way” for $79.99…<br />
    40. 40. iMap®Weather Radio<br /><ul><li>Severe weather alerts “wake up” your phone
    41. 41. “Follow me” alerts
    42. 42. Precise alerting – no false alarms </li></li></ul><li>strategic communications goal<br />#1 <br />Create a whole new weather safety category on the iTunes Store and the Android Market<br />
    43. 43. strategic plan<br />Continuous engagement with Local Media, Consumers, and Enterprises<br />
    44. 44. Weather Radio Day: May 19<br />We planned to give away up to 100,000 free download applications on the day<br />Equivalent of a $1M donation to nationwide weather safety<br /><br />
    45. 45. create news<br />Initial PR Launch - May 3, 2011<br />Press release 270 websites<br />Outreach to 200 technology, daily and weather reporters<br />Weather Radio Day - May 19th<br />Press release May 18th 290 websites <br />Tech, apps, mom blogs and dailies<br />250MM PR impressions<br />iAd Campaigns: 6,611,026 impressions per month, over 532 downloads @ 0.42 CTR – 27,595 clicks<br />
    46. 46. engage consumers: B2C<br />YouTube Channel/FT<br />How to’s …<br />Address issues in real time<br />Engage and respond<br />
    47. 47. engage customers: B2B2C<br />        @BradNitzWSB<br />Try our new iMap Weather Radio app in iTunes<br />@00EN0TS00<br /> thanks so much for recommending the weather radio app!! It works! got audio and visual alerts<br /><ul><li>Leverage over 1,000 customer iMap websites
    48. 48. Weather mets as local heroes
    49. 49. Give them a proceed of sales
    50. 50. Stress public service aspect</li></li></ul><li>CNN<br />
    51. 51. celebrate!<br />#1 <br />
    52. 52. timeline: one crazy month<br />193,782<br />12,290<br />532<br />818<br />May 3<br />May 18<br />May 19<br />May 20<br />May 24<br />
    53. 53. latest reviews<br />@Buffywnabe<br />I totally love my new weather radio app! It just notified me of a tornado watch in my area which I wouldn’t have know as I’m watching cable<br />@armstrong25<br />i love imap weather radio. it helped me save my moms life in denver.<br />@robbieu007<br />My new weather radio app says severe t-storm watch til 6pm in Marietta…thx @BradNitzWSB I know I feel safer with this app!<br />@BradNitzWSB<br />Try our new iMapWeather Radio app in iTunes.<br />@davesears<br />I LOVE the iMapWeather Radio App! Seriously one of the best apps ever!<br />@cait_hunn<br />My phone just spoke to me and said ‘Tornado Watch until 4 am’ Nuh uh shawty, not cool. But this weather radio app is tight!<br />@lizliz07<br />This weather radio app is legit. Doesn’t just send me a notification. It rings and then reads it to me!!<br />
    54. 54.
    55. 55. questions?<br />