Japan IT Week 2024 Brochure by 47Billion (English)
Mobile Marketing - Demystifying the hype
1. DEMYSTIFYING THE HYPE
MOBILE MARKETING 2012
F O L L O W M E , B U T J U S T D O N ’ T S TA L K M E : @ D AV I D S H U I P
H T T P : / / B R A N D M O B I L E M A R K E T I N G . B L O G S P O T. C O M
@DAVIDSHUIP
2. QUICK POLL
• Developers
• UX & Designers
Who's in • Brand Managers
the • Agencies & Media
audience Buyers
• VC & Angel
today? Investors
• Ninjas
@DAVIDSHUIP
3. QUICK POLL
How long have you been working in
mobile?
• 10+ Years
• 5-10 Years
• 1-5 Years
• < 1 Year
• Looking to get into Mobile
@DAVIDSHUIP
4. AGENDA
Mobile
Marketing The Customer
Defined Hourglass
The Hype Questions
Cycle
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6. MOBILE MARKETING DEFINED
[MOH-BUHL, MAHR-KI-TING]
Marketing is NOT Operations
Creating a promo microsite vs. enabling m-Commerce.
Marketing is enhanced when operations is engaged.
Marketing is NOT the same as Advertising
Advertising is a subset of Marketing.
4P’s of Marketing
Product, Price, Place &…
Promotion
Advertising, Sponsorships, Public Relations, Sales
Promotion (Couponing), Personal Selling, Direct
Marketing, Internet Marketing
@DAVIDSHUIP
8. WHAT I’VE HEARD OVER THE YEARS…
In 1999 – “We need to build a website”
In 2006 – “We must have a text messaging shortcode”
In 2007 – “Build me a mobile web page”
In 2010 – “My brand needs an iPhone App ASAP”
In 2011 – “Where are our QR code campaigns?”
Now…Should we build HTML5, Augmented
Reality, Tablet apps and NFC?
@DAVIDSHUIP
11. THE GARTNER HYPE CYCLE OF INNOVATION
Source: www..Gartner.com July 2011
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12. HOW TO FIGHT THE HYPE WITHIN YOUR BRAND
•Examine your customers’ mobile behaviors
People
•Who are your customers?
•What are they actually doing with mobile?
•Determine how both you and your customers will benefit
Objectives •Brand: Drive Sales, Decreasing Costs, Increasing loyalty
•Consumer: Get discounts, Make life easier
•What are overarching offline and digital initiatives?
Strategy
•How will you integrate mobile with other business operations?
•How will you measure the benefits?
•How will you market your mobile offerings?
Technology •What types of mobile tools will support the strategy defined above?
Source: http://gigaom.com/2010/09/26/excerpt-use-the-post-method-to-plan-your-mobile-strategy/
@DAVIDSHUIP
14. “THE FUNNEL IS DEAD”
-JEN EVANS FROM MARKETING PROFS
http://www.marketingprofs.com/articles/2011/5707/the-funnel-is-dead-long-live-the-measurable-customer-narrative
@DAVIDSHUIP
16. AWARENESS - NORTH FACE UTILITY APP SNOW REPORT (AND
TRAILHEAD) REACH ITS TARGET DEMOGRAPHICS
Snow Report users view
weather and snow
updates, as well as tweets
from and about their
favorite resorts.
17. AWARENESS
KEY TAKEAWAYS
• Location data provides context
• When earned advocacy (the last phase) is done
well, it fuels awareness
• Expect paid media to fuel this first phase
19. CONSIDERATION - BROWSE ENGAGEMENT RINGS
AND SAVE FAVORITES IN TIFFANY’S APP
With Tiffany’s app, users
can browse rings, learn
about settings, save
favorites, and determine a
ring size.
20. CONSIDERATION
KEY TAKEAWAYS
• Repurpose your product inventory information and
take into account user context
• Allow consumers to easily opt-in to receiving
information
23. INTENT
KEY TAKEAWAYS
• Reduce friction and allow purchasing to happen from
simple actions
• Provide shopping and wish lists
- Based on social and location data, Social media will fuel sales in mobile
commerce
- Expect next-generation applications to pre-populate these lists based on
historical and social data
25. PURCHASE
REFILL PRESCRIPTIONS WITH WALGREENS’ SCAN
APP
In addition, over 1 million
customers have subscribed to
Walgreens’ prescription text alerts.
26. PURCHASE
KEY TAKEAWAYS
• Enable purchase via mobile
- Point of purchase is no longer limited to a physical location.
- Nor is it limited to the time of purchase –
Pre paying exists now (Groupon)
Expect a form of post-paying to emerge (ISIS - Bill to Mobile)
28. SUPPORT
DELTA FLYERS BOARD WITH E-BOARDING PASSES
The app allows flyers to:
• check-in
• use e-boarding passes
• receive text alerts
• rebook and cancel flights
• share flight details with
family/friends.
29. SUPPORT
KEY TAKEAWAYS
• Reduce support costs by giving requested
information to consumers on hand.
• Use a tiered approach:
1. Load up most frequented asked questions first
2. Provide the ability to conduct peer to peer support
3. Give the direct-to-company support when other avenues
have been exhausted
31. LOYALTY - STARBUCKS PARTNERS WITH FOURSQUARE TO OFFER
BARISTA BADGES AND DRINK DISCOUNTS TO MAYORS
32. LOYALTY
KEY TAKEAWAYS
• Loyalty programs are CURRENTLY based on:
- Long term commitment
- Total potential spending value
• Future
- Factor in social influence
- Ability to share with others into your loyalty programs
- Evolve loyalty programs where increased spend and social capital are also
metrics considered
34. TASTI D-LITE REWARDS BRAND ADVOCATES WITH
POINTS THAT TRANSLATE INTO FREE PRODUCTS
Tasti D-Lite customers earn
TastiRewards every time they
make a purchase using a
rewards card that
automatically trigger
updates to Facebook, Twitter, or
Foursquare accounts.
35. ADVOCACY
KEY TAKEAWAYS
• Advocacy is the holy grail of marketing
• This is the lowest cost-yet highest trusted form of marketing.
• Target influencers of your brand.
• When done correctly:
• Fuels the top of the marketing funnel
• Flips the customer hourglass upside down
36. THE CUSTOMER HOURGLASS
SUMMARY
Paid Media
Gather those prospects
Enable those leads
Make it easy to buy
Reduce support costs
Define Social Capital
Holy grail of marketing
@davidshuip
37. QUESTIONS?
FEED MY EGO @DAVIDSHUIP
H T T P : / / B R A N D M O B I L E M A R K E T I N G . B L O G S P OT.C O M
@DAVIDSHUIP
Editor's Notes
A product is seen as an item that satisfies what a consumer needs or wants. It is a tangible good or an intangible service.Price – The price is the amount a customer pays for the product. Place - refers to providing the product at a place which is convenient for consumers to access. Place is synonymous with distribution. Promotion - represents all of the methods of communication that a marketer may use to provide information to different parties about the product. A successful product or service means nothing unless the benefit of such a service can be communicated clearly to the target market. An organization's promotional mix strategy can consist of:Types of promotionsAdvertising: Any non personal paid form of communication using any form of mass media.Public relations: Involves developing positive relationships with the organization media public. The art of good public relations is not only to obtain favorable publicity within the media, but it is also involves being able to handle successfully negative attention.Sales Promotion: Commonly used to obtain an increase in sales short term. Could involve using money off coupons or special offers.Personal selling: Selling a product service one to oneDirect Mail: Is the sending of publicity material to a named person within an organizationDirect mail allows an organization to use their resources more effectively by allowing them to send publicity material to a named person within their target segment. By personalizing advertising, response rates increase thus increasing the chance of improving sales. Listed below are links to organization who's business involves direct mail.Internet Marketing: Promoting and selling your services online using various forms of online marketing techniques such as banner advertisements, videos or social media. Sponsorship: Where you pay an organization to use your brand or logo. This organization usually has a high profile so that you know that your brand will be seen by a large audience. Most common use of sponsorship is with sporting events. The 2012 Olympics being held in London is being sponsored by a number of organizations such as McDonalds and Coca-Cola as the event will attract a world wide audience that will run into hundreds of millions.
Replaced with the CustomerHourglasshttp://www.marketingprofs.com/articles/2011/5707/the-funnel-is-dead-long-live-the-measurable-customer-narrative
http://business.transworld.net/26458/features/the-north-faces-nate-bosshard-on-measuring-iphone-app-success/We went deeper with the information on each resort, added 24/48/72 hour reporting, added a global “top 10″ tab for people to see what spots are popping-off outside of their favorite resorts.Another feature we’re all super excited about is the addition of the global avalanche report. On the weather side we’ve partnered with Weather Underground and onthesnow.com as our main weather services. We found they deliver the most comprehensive weather reporting. We also made sure that it delivers for our global partners by setting up a metric-system default for people who download the application outside of the US.The biggest innovation for this new version; and a first in the world of apps, is the integration of Twitter as an enhancement to the reporting. We pulled in Twitter’s search API so users can see all conversations happening within Twitter about their favorite resorts without leaving the app. We even took it one step further and separated the conversation between the public and official resort Twitter streams. Users are also able to update their Twitter status from within the app and see what others are saying about their favorite resorts in real time.
http://itunes.apple.com/us/app/tiffany-co-engagement-ring/id375427126http://www.mobilemarketer.com/cms/news/content/6548.htmlThe application features a Ring Sizer that lets users determine their size by placing an actual ring directly on the screen and using the slider to align the circle with the inside of the ring.Consumers can browse collections by shape, setting, metal or design.In addition, the rings are shown true-to-size and each style can by viewed with diamonds of six different carat sizes.Users can zoom in to a ring to view details more closely and also pair the rings with wedding bands to get the full effect.Users can share their finds with family and friends via email, Facebook and Twitter.Consumers can save rings they like within the application and learn more about the company’s diamonds via the Tiffany Difference feature.Users can make an appointment for a diamond consultation via phone, email or schedule an in-store appointment.Additionally, the application includes an Expert Consultation feature, which features the store’s number, as well as gives consumers the option to schedule a phone consultation via the application.Consumers can fill out a short form with their personal information and send it to a Tiffany’s representative, who will contact them back within 48 hours.
http://www.rockymountainbride.com/ideasarticles/tabid/62/articleType/ArticleView/articleId/163/New-Target-iPhone-App-making-your-registry-even-easier.aspx“As our guests increasingly turn to their mobile phone as a virtual shopping assistant, we recognize the importance of creating innovative solutions that enable them to interact with Target anywhere and anytime.”Barcode Scanning: Guests can scan product barcodes with their iPhone camera to receive product information (pricing, ratings and reviews, and availability) while at home or shopping in a Target store. They can also add items to a TargetList or gift registry.
http://news.walgreens.com/article_display.cfm?article_id=5400Using a smart phone’s camera, Refill by Scan enables users to scan the barcode printed on a prescription label to seamlessly order a refill in seconds. Refill by Scan also gives users the option to change their store pickup location as well as the pickup time and day. Prescription text alerts, a Walgreens mobile feature which notifies customers via text message when their prescriptions are ready, has surpassed 1 million subscribers. The alerts were introduced in March 2010.Other features of the Walgreens mobile application include:Access prescription historyOrder photo prints direct from your phoneFind the nearest Walgreens or Take Care ClinicBrowse products and check in-store availabilityShop from your phone
