Using Mobile to Achieve Truly
Integrated Marketing
Mobile March 2013
My background:
• B2B Marketer
• In technology since 1995
• Startups to F500
• Mobile Experience
• 2009: Nonprofit--Text2Gi...
What’s Integrated Marketing?
Strategy aimed at unifying different marketing
methods such as mass marketing, one-to-one
mar...
Impacts of little marketing integration:
• Promotional budgets are wasted.
• Customers/prospects get lost in the shuffle.
...
Challenges of integrating promotions:
• Marketing tools can be siloed by companies.
• Call-to-action rarely are unique nor...
Mobile-the G.L.U.E. that binds it all:
Growing:
• Smartphone sales are growing 50+% annually.
• Mobile data usage will inc...
Mobile-the G.L.U.E. that binds it all:
Ubiquity:
• 87% of Americans own a mobile phone.
• High-speed 4G access cover 75% o...
• The broadcast and print campaign promoted their
12-taco packs during the college bowl games.
• QR Codes only appeared on...
• The senator keynoted the 2013 Conservative Political
Action Conference (CPAC).
• “Text the word GROWTH to 33733, and whe...
• Rock-the-Vote launch an aggressive, 20-state transit
campaign to register young voters.
• NFC-enabled posters allowed pe...
• Girl Scouts of America developed a mobile app, “The
Cookie Finder” to help route to the nearest stand.
While launching a...
http://curtpr.in/149K4in
Where to start:
• Mobile optimize your web site.
• Reach out to your key customers and ask
them about their mobile use.
• ...
Thank You!
PDF Copy: Text INTEGR8 to 75309
Using Mobile to Achieve Truly Integrated Marketing - Curt Prins
Using Mobile to Achieve Truly Integrated Marketing - Curt Prins
Using Mobile to Achieve Truly Integrated Marketing - Curt Prins
Using Mobile to Achieve Truly Integrated Marketing - Curt Prins
Using Mobile to Achieve Truly Integrated Marketing - Curt Prins
Using Mobile to Achieve Truly Integrated Marketing - Curt Prins
Using Mobile to Achieve Truly Integrated Marketing - Curt Prins
Using Mobile to Achieve Truly Integrated Marketing - Curt Prins
Using Mobile to Achieve Truly Integrated Marketing - Curt Prins
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Using Mobile to Achieve Truly Integrated Marketing - Curt Prins

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Using Mobile to Achieve Truly Integrated Marketing - Curt Prins

  1. 1. Using Mobile to Achieve Truly Integrated Marketing Mobile March 2013
  2. 2. My background: • B2B Marketer • In technology since 1995 • Startups to F500 • Mobile Experience • 2009: Nonprofit--Text2Give & SMS • 2011: PoliMobile--Political campaigns • 2012: Consulting: SMB & F500
  3. 3. What’s Integrated Marketing? Strategy aimed at unifying different marketing methods such as mass marketing, one-to-one marketing, and direct marketing to complement and reinforce the market impact of each method.
  4. 4. Impacts of little marketing integration: • Promotional budgets are wasted. • Customers/prospects get lost in the shuffle. • Conversions are dramatically reduced. • Sales cycles are extended. • As much as 25% of annual revenue is lost in the process. (Source: IBM/eConsultancy, 6/2012)
  5. 5. Challenges of integrating promotions: • Marketing tools can be siloed by companies. • Call-to-action rarely are unique nor trackable. • Analytics don’t often cross channels well. • CRMs often act like barriers. • Leads from traditional tools, like broadcast media, don’t track well into online.
  6. 6. Mobile-the G.L.U.E. that binds it all: Growing: • Smartphone sales are growing 50+% annually. • Mobile data usage will increase 11x by 2017. • SMS volume rose 21% last year. Loyalty: • 67% of smartphone users sleep with their phones. • 70% would give up sex before their mobile • 43% of iPhone would ditch their shoes instead
  7. 7. Mobile-the G.L.U.E. that binds it all: Ubiquity: • 87% of Americans own a mobile phone. • High-speed 4G access cover 75% of Americans • SMS is accepted by 97.8% of all mobile phones. Elasticity: • Over $12B/month is now process by card readers. • Mobile replaced pilot binders in all US airlines. • New iPhone app tests urine for medical issues.
  8. 8. • The broadcast and print campaign promoted their 12-taco packs during the college bowl games. • QR Codes only appeared on the boxes and drinks. • No contest, but traffic was route to exclusive ESPN pre- game analysis.
  9. 9. • The senator keynoted the 2013 Conservative Political Action Conference (CPAC). • “Text the word GROWTH to 33733, and when you do that, you’ll be joining us in helping to spread the word that freedom works.”
  10. 10. • Rock-the-Vote launch an aggressive, 20-state transit campaign to register young voters. • NFC-enabled posters allowed people to ‘bump’ their phone and routed them to mobile-optimized site. • QR Codes and SMS opt-ins were also provided.
  11. 11. • Girl Scouts of America developed a mobile app, “The Cookie Finder” to help route to the nearest stand. While launching a mCommerce mobile site. • In 2012, more than 40K troops had their own readers.
  12. 12. http://curtpr.in/149K4in
  13. 13. Where to start: • Mobile optimize your web site. • Reach out to your key customers and ask them about their mobile use. • Develop user personae to help navigate use. • Explore SMS, Google’s AdMob and other mobile tools on a limited basis, but be frugal. • Scale up what works; graduate to an app.
  14. 14. Thank You! PDF Copy: Text INTEGR8 to 75309

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