Mobile Web Marketing - Is there an App for that? In 2009, an estimated 1.6bn users worldwide had mobile devices with internet access. By 2013 there will be more internet-enabled mobile devices than computers in the world. Bursts in popularity of iPhone, Blackberry, and now Android smartphones have drastically increased the demand for mobile web browsing among consumers. Yet mobile websites and their direct tie to mobile apps are for the most part being overlooked by marketers. In this session, we will explore the potential opportunities and pitfalls of mobile marketing - how to introduce branded applications, QR Code or a mobile web strategy accessible to all mobile device users .
In the past 10 year, mobile phones have changed the way we communicate and live. In the next 10 years, they will change the way we do business.Jeffrey Sachs, from the Columbia University’s Earth Institute, said that mobile technology has been “the single most transformative tool for development.” It has already helped unify communities, stabilize economies, and provide access to information in areas where it was previously unavailable. Mobile technology has been used to monitor and verify election results, coordinate political protests, and enable disaster-management teams.Beyond direct revenues, mobile can play a key role in satisfying your most loyal customers, as the travel industry proves. It is also a way to reduce costs. You just need to quantify your objectives and define your quick wins for 2010 in the context of a broader medium-term strategy. At the very minimum, you should have a clear mobile road map for the next two years and define the ROI of mobile applications and mobile web initiatives.
Mobile Marketing Is More Actionable Than Other Forms of Web Marketing - Ubiquity and Relevance are keys to bridging the online and offline worlds.There is no doubt that the invasion of mobile applications is here. With stats like these, it is no wonder that organizations are trying to find ways to get into the mobile scene.Apple’s App Store has changed the mobile world“More than 300,000 apps, downloaded more than 7 BILLION times since July 2008.” Apple Oct 20th 2010Android, BlackBerry, Microsoft, Nokia are followingOver 100,000 Android Apps and nearly 2 billion downloadsMobile Apps are now big business: not just for Apple“25% of US adults actively use apps on their phones” Pew Internet Project, May 2010“59% of smartphone owners report having downloaded a mobile app in the last 30 days” Nielsen, June 2010Mobile Apps are a huge marketing opportunityFirst port of call for high-quality content and brand-interaction for many usersGenerate more personal relationships with your consumersMobile Apps are the great new distribution opportunity for high quality experiences…For brands, For content, For services
Will you trial SMS or use mobile to replace pricier offline media or reinvent a business process? Your mobile objectives will determine the amplitude of your mobile budget. For example, sponsored text alerts from publishers like The Weather Channel or CNN typically range from $25,000 to $50,000 per campaign. But larger-scale commitments — like ESPN’s move to become a mobile virtual operator network — may require capital investment in infrastructure and human resources costing tens of millions of dollars.Text messaging is the most popular method of communication for people who are ages 13 to 24, and, according to a 2009 post on the Mobile Marketing Blog, their acceptance of this medium is actually growing at a faster rate than email, phone calls, and even social media. tracking the impact of an SMS or MMS campaign is much like tracking an email campaign. In addition to tracking your list growth, you want to track the following information whenever possible: Messages received • Links clicked (if applicable) • Conversion from links (if applicable) Encouraging recipients to click on an HTML link in your text message makes it much more trackable. To track the initial Web response, it is good to send the responses to a unique mobile landing page that can be accessed only from the text message campaign. All subsequent onsite activities should be tracked, including downloads, purchases, enrollments, sign-ups, and subscriptions.
For most marketers and companies, mobile apps, in particular iPhone apps, seem like the perfect place to initiate brand integration into mobile – maximum traffic potential, quick turnaround for app development and a quick dip into mobile to see what works and what doesn’t. Riding on the hype of Apple can also be a bit of draw.Cautionary warningThis approach, however, should come with a cautionary warning; launching a branded app is akin to launching software. Apps need support from marketing just like the product or service that the app is intended to promote. This is why, for most brands, a foray into mobile marketing should not focus solely on the release of a branded app, particularly when the opportunities in the mobile web are simple to execute and completely accessible to all mobile device users.mobile web should be your first step in mobile, and you should avoid the temptation to release an app as a first mobile initiative. Companies are jumping into app development in droves - particularly for the iPhone. But without a broader marketing strategy, any buzz around your app will fall on deaf ears. If you have developed an app, but your desktop browser website has not been formatted for mobile, it is likely that your message and branding will never extend beyond that app. If no overall strategy for mobile integration and marketing is in place and being upheld, how will your app be found amongst the thousands in the app stores? Why will anyone buy it? Will they even use it? And if it offers a poor experience, be prepared for the ‘Use once and delete’ scenario.With apps, you really only get one kick at the can, so it is crucial that you get it right the first time. With the mobile web, you can expect an ongoing and organic revision and optimization process based on analytics, just like the desktop browser web.Screen sizeScrollingNavigation
Before you launch a mobile marketing campaign, you must understand what type of devices will be displaying your marketing message. Creating micro-sites that have a local focus and creating websites that have a controlled experience are both strategies that can be important in the mobile marketing world. Campaign-specific micro-sites are actually quite common in the mobile world..There are 4 characteristics of a mobile advertising campaign: • the creative - Creative for mobile advertising should almost always be different than the content or creative for traditional Web advertising. Get them to click the link to continue to the landing page• the landing page - promote the offer and explain how it can be redeemed. Landing pages should also be linked back to your mobile site so users can become more familiar with your mobile content • the targeting - • the evaluation of successLand Rover To reach an affluent male demographic between ages 34 and 54, Land Rover launched a mobile advertising campaign to promote the Range Rover Sport, Land Rover LR2, and Land Rover LR3 (see Figure 5.3). They wanted to create awareness and excitement about these SUVs, to ensure that men in the target demographic considered them when researching their next car purchase. Land Rover worked with AdMob to run targeted text and image ads on premium mobile sites such as CBS and AccWeather. They targeted the ads based on gender and age. Land Rover also decided to send ads only to the most sophisticated smart phones, assuming that this would ensure they were hitting the right income bracket. Those mobile ads took consumers to a mobile site where users could look up dealers and click to call the dealer of their choice. Consumers also could watch videos, view images, download wallpapers, or submit their email address to be mailed a digital brochure.AdMob was able to drive 73% of traffic to Land Rover’s mobile site. In this campaign, Land Rover had 45,000 views of their video, 128,000 views of their image gallery, 7,400 wallpaper downloads, 5,000 dealer look-ups, 1,100 click-to-calls, and 800 brochure requests.
One-dimensional mobile marketing campaigns will not make the impact that interactive ones will. Your website is a great way to bring things together because it allows you to not only promote the same things that are being promoted in other channels, but also promote and explain the uses and benefits of the mobile interaction. Any marketing collateral that is being displayed in other locations online or offline should also be included on your website. This includes, but is not limited to, offline display advertising, radio commercials, location-based campaigns, and video. Downloads that are sent via QR codes or mobile downloads should also be available on your websiteApp Stores create easy and attractive store-frontMassive and targeted distributionQuality assuredTrusted BillingThe best possible User ExperienceBest performanceNative UI provides best experience, enabled by native development toolsUse of all native features (camera, phone, SMS, GPS)Better navigationAlways available – don’t need an internet connectionMonetisationCharge for app downloadsUse store-provided in-app purchase for content/feature sales
integrated campaign which included print ads, in-store displays, direct mail, websites and ads targeting iPad users.When a consumer sees campaign collateral containing a code, they are directed to use the mobileapp, or download it by texting to a ### for “Instant Gratification”.Users with an Android-powered device are taken directly to a specific application on Android Market for download, or to a mobile site with some of the top apps. If a user scans the code using another type of smartphone, they are redirected to a mobile-formatted site for the variety of apps available.* Using codes in an integrated way, across media will significantly increase results * The web is a good environment for codes if it adds value (i.e. linking to mobile app downloads) * Codes should provide immediate access to relevant content when consumers need it * The technology is universally used across a wide range of age groups
Starbucks is another company that embraced mobile marketing early. Starbucks tried a number of different campaigns, but in 2009, it launched a mobile loyalty campaign in Mexico that saw tremendous success. It started with postcards that encouraged the recipient to text the word “Starbucks” to a short code. When users texted in, they received a 2D barcode (QR codes) coupon that could be scanned off the phone in the Starbucks cafes. The offer changed each time the barcode was scanned, so recipients were encouraged to redeem the coupon multiple times. Starbucks experienced a 60% redemption rate on the first redemption of the coupons, and the program created an engaged audience of recipients.
The mobile search engines provide mobile results whenever they can, but mobile pages must still compete against their traditional counterparts to rank well in most mobile searches. On smart phones this is true unless users click on the mobile link from the search page, which takes them to a set of mobile-only search results, in which no traditional results will compete. Even when a company has a specific mobile offering on its website, the traditional home page can outrank the mobile home page in mobile search.Offsite SEO Ranking Factors:your search engine results will improve more dramatically when you include the same keyword phrases or their variations in more than one of these locations—for instance, in the title tag, alt tags, and heading tagsIn addition to including keywords in the text on your website, it is important to have links from other relevant websites pointing to your website, ideally with optimized anchor text. Remember, anchor text is the part of a text link that is clickable, and it is usually indicated by text that is underlined and in blue. In general, the more links you can drive from other websites to your website (from either traditional or mobile websites,) the better you will perform in search results. Because many mobile search results pages include traditional pages, this tactic is still relevantyou are optimizing pages to promote your mobile campaign, don’t forget to include the media name in the keywords. For instance, if you are running a TV commercial to promote a downloadable mobile insurance application, be sure to include the words “TV commercial” on that page when you are optimizing the page. Similarly, if you have a series of Bluetooth-enabled posters in the London Tube stations, include the words “London Tube” and “Bluetooth posters” in your SEO copy.website is on a mobile subdomain, the subdomain should be called m. or mobile. If the mobile aspect of your website is on a subdirectory, it should be called /m or /mobile. These are the most common designations, and the search engines understand them as mobile designationsMobile Site Map In addition to submitting a traditional site map to the search engines, you should submit a mobile site map that lists all pages on your site that should be listed as mobile friendly in the index
Essentially four types of mobile advertising models are used: • Mobile banners and display—As with traditional banners, mobile banners are graphics placed on a Web page. After clicking one, the visitor is linked to a specific offer or full-page advertisement. Mobile banners are usually sold on a CPM (cost per thousand impressions) basis. Mobile site owners agree to show the advertisement on their sites in return for payment from the mobile ad network. Mobile display ads can also be included in games and downloadable mobile applications for additional targeted exposure. In the mobile market, a fair average CPM is between $25 and $75
Let’s take a quick look at what it means to develop Mobile apps for Marketing Campaigns from a tech view point.
Developing mobile apps is not like developing for the WebTOO MANY: platforms: toolkits; languages; manufacturers and versionsiOS, Android, BlackBerry, Symbian, Microsoft Windows, J2MEA “build-it yourself” approach is not likely to be sustainableMultiply the cost of building each app 4 or 5 times and then keeping them up to dateOut-sourcing can lead to a multiplicity of vendors, technologies, projects, timelines and qualityIntroduces many new challenges for the CTO/CIO
Don’t jump in if you are not ready. 1. need new creative resources 2. new budgets 3. mobile objectives 4. support with processes and integrations to existing ERP applicationsUnderstand your audience, know your objectives, and be prepared to fail the first time around.Carrier Decks – App storesMobile AdsMobile Directories - phone booksGame sponsorshipMobile screensavers