"Mobile Marketing to the Hispanic Demograpic," Ana Arredondo

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"Mobile Marketing to the Hispanic Demograpic," Ana Arredondo

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  • 07/26/09
  • "Mobile Marketing to the Hispanic Demograpic," Ana Arredondo

    1. 1. MoMo Chicago Mobile Marketing Presented by Ana Arredondo
    2. 2. Mobile Marketing Hints <ul><li>“ Mobile Advertising will increase at least 36% in 2009 & 2010” by Magna” </li></ul><ul><li>“ Latinos have an inherent curiosity and an ability to be open to new things; that contributes to the high adoption rate of technology” Isaac Mizrahi, Sprint’s director of multicultural marketing </li></ul><ul><li>The largest mobile marketing push by text in 2008 with more than 2.9 million text messages was Biden’s announcement on The Obama Campaign </li></ul>
    3. 3. <ul><li>Tier1 Aggregator – Message Routing & Short Code Management </li></ul><ul><li>Application Provider – SMS, MMS, IVR, WAP, etc protocols </li></ul><ul><li>Mobile Marketing Agency – Program Creative, Reporting & </li></ul><ul><li>Measurement </li></ul>Industry Players
    4. 4. Mobile Opportunities <ul><ul><li>Sponsorships </li></ul></ul><ul><ul><ul><li>- Transform the event experience </li></ul></ul></ul><ul><ul><ul><li>- Create buzz and excitement around the brand </li></ul></ul></ul><ul><ul><ul><li>- Drive people to the website and store </li></ul></ul></ul><ul><ul><ul><li>- Measure the effectiveness of the event </li></ul></ul></ul><ul><ul><li>Marketing Platforms </li></ul></ul><ul><ul><ul><li>- Increase the effectiveness in your marketing platforms </li></ul></ul></ul><ul><ul><ul><li>- Awareness of the activities that you have and the brand </li></ul></ul></ul><ul><ul><li>Media Integration </li></ul></ul><ul><ul><ul><li>- Make your media work harder for you </li></ul></ul></ul><ul><ul><li>Field Marketing </li></ul></ul><ul><ul><ul><li>Promotions </li></ul></ul></ul><ul><ul><ul><ul><li>- Drive sales </li></ul></ul></ul></ul><ul><ul><ul><ul><li>- Extend the dialogue with the customer </li></ul></ul></ul></ul><ul><ul><ul><li>In-Store </li></ul></ul></ul><ul><ul><ul><ul><li>- Drive traffic to the stores </li></ul></ul></ul></ul><ul><ul><ul><ul><li>- Decrease the number of customer complains </li></ul></ul></ul></ul><ul><ul><ul><ul><li>- Improve communication with employees </li></ul></ul></ul></ul>
    5. 5. Tactics To Match Your Strategy <ul><ul><li>Sponsorships </li></ul></ul><ul><ul><ul><li>Text&Pix-2-Screen </li></ul></ul></ul><ul><ul><ul><li>Text-2-Win </li></ul></ul></ul><ul><ul><ul><li>Shuffle Game </li></ul></ul></ul><ul><ul><ul><li>Speed Text </li></ul></ul></ul><ul><ul><li>Marketing Platforms </li></ul></ul><ul><ul><ul><li>Text Trivia </li></ul></ul></ul><ul><ul><ul><li>Text-2-Win </li></ul></ul></ul><ul><ul><ul><li>Pix-2-Web </li></ul></ul></ul><ul><ul><ul><li>Call to action integrated </li></ul></ul></ul><ul><ul><li>Media Integration </li></ul></ul><ul><ul><ul><li>Text 4 Coupon </li></ul></ul></ul><ul><ul><ul><li>Text 4 offer / Alerts </li></ul></ul></ul><ul><ul><li>Field Marketing </li></ul></ul><ul><ul><ul><li>In-store POP activation contest </li></ul></ul></ul><ul><ul><ul><li>Activation tracking and employee contests </li></ul></ul></ul><ul><ul><ul><li>Text-2-Win </li></ul></ul></ul><ul><ul><ul><li>Alerts – Drive traffic to the store </li></ul></ul></ul>
    6. 6. Consumer Metrics – Total Active Subscribership In The U.S. Carriers Implement Interoperability Source: CTIA Semi-Annual Wireless Survey WIRELESS 2009-Vegas
    7. 7. Traffic Measures Six-Month MMS Traffic In The U.S. Source: CTIA Semi-Annual Wireless Survey WIRELESS 2009-Vegas
    8. 8. Traffic Measures Six-Month SMS/Text Traffic In The U.S. Source: CTIA Semi-Annual Wireless Survey WIRELESS 2009-Vegas
    9. 9. Annual Messaging Revenues In The U.S . Source: CTIA Semi-Annual Wireless Survey WIRELESS 2009-Vegas
    10. 10. Multicultural Consumers Lead Mobile Interaction In The U.S. Source: Telephia Customer Value Metrics – Q1 2007 National 66% 59% 59% 59% 59% 60% 65% 66% 70% 36% 46% 62% 72% 82% 89% 79% 61% 74% 69% 76% 60% 67% 70% Business Personal White African Am Asian Hispanic 0 to 12 yrs 13 to 17 yrs 18 to 24 yrs* 25 to 34 yrs 35 to 44 yrs 45 to 54 yrs 55 to 64 yrs 65+ yrs <$25K $25K - $35K $35K - $49K $50K - $74K $75K - $99K $100K - $124K $125K - $149K $150K - $199K >= $200K
    11. 11. The Hispanic Segment Is One Of The Most Active In Mobile Marketing <ul><li>Buy more content </li></ul><ul><li>Better response in SMS promotions </li></ul><ul><li>(contests, coupons and discounts) </li></ul><ul><li>Higher browser web search with </li></ul><ul><li>their cell phones </li></ul>
    12. 12. <ul><li>Think of mobile marketing as a strategy, not than just a tactic </li></ul><ul><li>Every program needs to be an opt-in </li></ul><ul><li>The key to success is integrating with other traditional and digital media elements (TV, radio, on pack, etc.) </li></ul>Best Practices
    13. 13. <ul><li>257 Million in the United States </li></ul><ul><li>More than </li></ul><ul><li> </li></ul><ul><li> are the new computers </li></ul><ul><li>Your can track everything with a mobile phone </li></ul><ul><li>Young people text 4 times more than they place calls </li></ul>Why Mobile Marketing?
    14. 14. <ul><li>Integrated into social and </li></ul><ul><li>cultural life 20+ years ago </li></ul><ul><li>Larger user base </li></ul><ul><li>More support from key </li></ul><ul><li>operators and industry </li></ul><ul><li>players </li></ul><ul><li>Less computers </li></ul>Why Is U.S. Less Developed Than Asia Or Europe? http:// www.youtube.com/watch?v =4C84FLwm3DA
    15. 15. 4 Billion Mobile Subscribers Around The World By 2011 <ul><li>“ The mobile phone will continue to dominate interpersonal communications” Portio Research </li></ul><ul><li>Africa held the highest growth rate </li></ul><ul><li>China and India are the two largest markets with 1+ Billion subscribers </li></ul>
    16. 16. Mobile Marketing Around the World 93%+ 5.8+ Finland 73% 58+ 1 of the largest markets France 114%+ 6.2+ Denmark 127%+ 13.3+ Czech Rep. 50%+ Aprox. 1 billion China and India 50%+ 14.6+ Canada 102%+ 10.9+ Belgium 119%+ 17.8+ Austria 100%+ 23.7+ Australia Penetration Mobile Subscribers Millions Country
    17. 17. Mobile Marketing Around the World 70.5% 77+ Mexico 90.7% 44.5+ Advanced mobile Mkt Korea 87.82% 112+ More tech. advanced Japan 146.1% 87.3+ 2 nd largest market in Europe Italy 121.5% 5.2+ Ireland 111.8% 11.2+ Hungary 138.3% 15.4+ Greece 123.1%+ 101.22+ Largest Mkt in Europe Germany Penetration Mobile Subscribers Millions Country
    18. 18. Mobile Marketing Around the World 110.8% 10.2+ Sweden 104.2% 9.9+ Switzerland 121.9% 74.3+ UK Penetration Mobile Subscribers Millions Country 115% 52.5+ Spain 101.9% 5.4+ Slovakia 131% 190+ Russian Federation 134.8% 14+ Portugal 115.5% 44+ Largest Mkt in Eastern Europe Poland 111% 5.2+ Norway 111.6% 18.3+ Netherlands
    19. 19. Questions
    20. 20. THX U!

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