Mobile Marketing Primer for "Change Your Mindset mobile primer 5 26

greg@gregstuart.com Twitter.com/gregstuart
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Mobile Marketing Primer
Some Thoughts & Examples on
Mobile Marketing
Change Your Mindset
Venice - May 2013
com

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Preface to This Session
1. No one, not even the MMA, has written the
definitive Guide on How to Mobile Marketing
2. Thus, I’d prefer to make today a discussion
– Fine to have you ask questions
– Better for the Audience to answer
3. If not, I have a lot of content we can cover; but still
better for you to make relevant to your situation.
4. And, yesterday’s Presentation is on Slide Share
http://www.slideshare.net/gregstuart/change-your-
mindset-mobile-keynote

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Today’s Focus
1. Context to Consumers & Mobile
2. Why is there Opportunity in Mobile?
3. What is Mobile Marketing?
– Mobile Ad Unit Primer
4. 7 Steps - Mobile Marketing Success
5. Quick Glimpse at the Future
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Asia Pacific
(APAC)
Singapore
China
India
Philippines
Vietnam
Latin America
(LATAM)
Argentina
Brazil
Mexico
Columbia
Europe, Middle
East
and Africa (EMEA)
Austria
East Africa
France
Germany
Hungary
Italy
Middle East
Nordics
Portugal
Spain
South Africa
Türkiye
UK
MMA Global Reach – Local Relevance
North America
(NA)

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MMA proprietary and
Marketers Agencies Media Sellers Apps Operators Enabling Technologies
MMA Members

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Context to Consumers and
Mobile

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Why mobile?
Can you
imagine living
without it?
Context

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8 short years . . .

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Global Media June of 2013
Source: TomiAhonen Almanac 2012 and TomiAhonen Mobile Forecast 2012-2015
Population 7.1B
FM Radio 4.2B
Internet 2.5B
TV 1.9B
PC 1.4B
Landline 1.1B

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Global Media June of 2013
Source: TomiAhonen Almanac 2012 and TomiAhonen Mobile Forecast 2012-2015
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Population 7.1B
Mobile 7.1B
FM Radio 4.2B
Internet 2.5B
TV 1.9B
PC 1.4B
Landline 1.1B

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1 years
2.9 years
3 years
4 years
13 years
iPhone
iPod
Internet
TV
Radio
The Adoption Rates are Faster than Ever
Source: United Nations Cyber Document, Apple, Facebook
Years to Reach 50 Million Users

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The age of the customer

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Very
Similar
Mobile
Behavior in
Russia as in
U.S.
Source: Nielsen: The
Mobile Consumer
Report Feb 2013

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But Really Why is their
Opportunity In Mobile

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Three Basic Opportunities in Mobile
1. Mass Advertising &
Communications Channel
2. Loyalty & Relationship Building
Channel (Apps at the center)
3. Instant Personal Communications
Channel (immediacy & messaging)

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Recommended Optimized Share
Mobile Marketing is 7%
While the average optimized mix in mobile is 7%, that figure likely is lower for
low involvement brands and higher purchase funnel (LIHP), but higher for high
involvement brands and lower purchase funnel (HILP).
Product Category Campaign Goal
Low Involvement High Involvement
Higher Purchase
Funnel
Lower Purchase
Funnel
(CPG,
Entertainment,
etc.)
(Auto, Finance, etc.)
(Awareness,
Familiarity)
(Consideration,
Purchase Intent)
Optimized
Percent of
Mobile in Mix
5% 9% 5% 8%
Avg. Mobile
7%
Mobile ad units included: Ads in Mobile Web (Display Ads), Ads in Apps,
Mobile Video Ads, Mobile Games Ads, Mobile Social, Tablets

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What Drives Optimization?
1. Ad Effectiveness of Mobile
2. + Cost
3. + Smart Phone Penetration (37% in U.S.)
(reach & frequency in essence)
Russia percent SmartPhones is 29%!!
(Soon to be 38%!!!)

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Mobile advertising effectiveness
© 2012 InsightExpress. Used by permission.
www.InsightExpress.com

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0%
20%
40%
60%
80%
100%
1 2 3 4 5 6 7 8 9 10
Frequency or Budget
2. New Media Benefit from Lower
Diminishing Returns
%
of
Brand
Impact
Awareness,
Image
or
Purchase
Intent Diminishing
Return Curve
1
2
3
4
5

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3. As a Result -10x value in New Media
Interpretation: If it cost Roadblock $1 (indexed at 100) to increase purchase consideration, then it
cost $1.35 for Online, $4.56 for magazine and $11.04 to TV to achieve the same increase.
Brand Metric:
Purchase
Consideration
(top 2 box)
Relative
Cost Index Relative Cost
TV 1104 $11.04
Magazine 456 $4.56
Online 100 $1.00

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1. New Media Reaches a New Audience
TV Use
Online
Use
Heavier
Heavier
Lighter
Lighter
Heavy TV
Heavy Online
Heavy TV
Light Online
Light TV
Light Online
Light TV
Heavy Online
26% 38%
15% 21%
Media
Usage
among
18-49
year
old
target
34.3 Million!

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2015 Recommended Optimized
Share Mobile Marketing is 7%
Product Category Campaign Goal
Low Involvement High Involvement
Higher Purchase
Funnel
Lower Purchase
Funnel
(CPG,
Entertainment,
etc.)
(Auto, Finance, etc.)
(Awareness,
Familiarity)
(Consideration,
Purchase Intent)
Optimized
Percent of
Mobile in Mix
7% 13% 7% 12%
Avg. Mobile
10%
Mobile ad units included: Ads in Mobile Web (Display Ads), Ads in Apps,
Mobile Video Ads, Mobile Games Ads, Mobile Social, Tablets

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slide title
Fear, Uncertainty, Etc.

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"Put your best people on mobile.”
- Eric Schmidt, Google

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But What is Mobile (and thus
Mobile Marketing)

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Mobile is…[Everything]
• What comes to your mind when we
say mobile ?

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Feature phones
- Meaning, few features
Devices enabling engagement
Smartphones
- Browsers, video, Siri, etc.
Connected devices
- Tablets, Kindles, eReaders

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Opportunities for mobile
engagement
Installed
Capabilities
Mobile
Payments
Communication
SMS
MMS
Mobile
Email
Voice
Push
Notification
Content
Mobile
Internet
Mobile Apps
Interactive
Media
Community
Earned Media Shared Media

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Channels for delivery
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Source: comScore study, December 2012

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Effect of mobile on path to purchase
source: eMarketer, Jan 2012

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Map the touch points and
understand how mobile can
extend and enhance, not
replace other channels

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mobile
advertising
traditional
advertising
activation
sponsorship
activation
consumer
promotion
activation
mobile
incentives &
coupons
in-store
mobile
marketing
VIP/rewards
program
mobile
database
marketing
DIGITAL TOUCHPOINTS
OFFLINE TOUCHPOINTS
Path to Purchase is the New Model
Opt-in
AWARENESS ENGAGEMENT TRANSACTION LOYALTY
App promo
Augmented reality
QR codes
Mobile
Coupons
Mobile
wallet
Social
integration
Print Signage In-store Rewards
Source: Vibes, 2012

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%
of US smartphone owners said they had
abandoned a purchase in store after seeing
a negative review on their mobile

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Print
Mobile
TV
Internet In-Store
Turn Passive Advertising Channels Into
Interactive Experiences

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But Mobile has a Number of
Unique Advantages
1. Mobile is Personal
(one person per phone)
2. Mobile is Pervasive
(everywhere, all the time)
3. Mobile has Proximity
(tracking location)

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Ask questions like..
..what can we do differently now that
we have mobile?

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But even more so, act like a
marketer…..
Acquisition
Retention/Loyalty
Brand Building

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Three models for buying mobile
advertising
Using mobile to activate
traditional media
Messaging opt-in
Drive to social media
QR codes
Click to Call
Extending existing
campaigns to mobile
Mobile display ads
Rich Media display ads
Mobile video
Mobile search
Mobile audio
Building campaigns
uniquely for mobile
Mobile apps
Mobile games
Location-based ads

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Activating a mobile experience
Where is the
brand
impact?
The ad itself
The post-tap
experience
What is the
experience?
Static
Motion
/Sound
Call to action
Technical
requirements
Creative
development
Ad sizes and
formats
Optimized
landing
pages
Cross-
platform
analytics

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MMA mobile advertising call-to-action
guidelines
• Launches the web browser
• Initiates outgoing call
• Initiates video play
• Initiates an SMS message
• Activates map application
• Jump page or web visit
• Activates in-ad features
Action
• Click-to-Mobile Web
• Click to call
• Click to video
• Click to SMS
• Click to locate
• Click to buy
• Click to storyboard
Tap
Get the MMA universal mobile ad package here:
http://mmaglobal.com/whitepaper?filename=MMAUniversalMobileAdPackageDec2011.pdf

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Mobile Advertising Ad Unit
Primer and Examples

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Types of advertising
Display
Rich Media In Content
In Message
Search
At Location

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Smartphone Formats:
• 320x50, 320x48, 300x50, 300x250
Feature Phone Formats
• 120x20, 168x28, 216x36
Tablet Formats:
• 728x90, 300x250, 160x600
MMA mobile display advertising unit
sizes
Supporting MMA multiple display ad
formats and sizes is essential
See how the Cherokee
handles the snow
Example courtesy of
Mojiva

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MMA mobile web advertising unit
definitions
Format Key attributes Main benefits
Mobile web banner ad Universal with color, still images,
text, and links.
Useful in mass-marketing
campaigns. Good user experience
across all web-capable devices.
Rich media mobile ad Acts as a static ad until activated
to display motion and video.
Increased engagement through
activation of the ad.
Web interstitial ad Full-screen ad displays between
page loads.
Content utilizes entire screen. User
must touch to close ad.
WAP 1.0 banner ad Still graphics formatted to be
compatible with older feature
phones.
Useful in reaching audiences with
feature phones and older data
plans.
Text tagline ad Text-only ad unit often used
below a banner ad to emphasize
the clickable nature of the ad.
Highlighting the ability to click the
ad can increase response rates,
especially on older feature phones.

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Example courtesy of Mojiva
Web banner tablet example
Rotating still
images, text, and
link to mobile
site.

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Interstitial smartphone web example
Example courtesy of
Mojiva. Rich media by Vdopia.
Full screen ad
loads between
pages until
closed.

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Example courtesy of
Mojiva. Rich media by Sprout.
Expandable ads
deliver content
while still within
the publisher
site.
Expandable web ad example

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Download Free
Wallpaper
Example courtesy of Mojiva
Rich media banner ad example
Rich media
draws the eye
and allows
engaging
content.

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Example courtesy of
Mojiva
Rich media with hotspot activation
Hotspots appear
in ad unit.

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Example courtesy of
Mojiva
Rich media with hotspot activation
Hotspots activate
expanded
information.

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Mobile application advertising unit
definitions
Format Key attributes Main benefits
App banner ad Universal with color, still images,
text, and links.
Useful in mass-marketing
campaigns. Good user experience
across all app-capable devices.
App interstitial ad Full-screen ad displays during
launch, exit or as a ‘splash’ page
in app.
Content utilizes entire screen. Can
utilize sound and motion.
Rich media app ad Acts as a static ad until activated
to display motion and video.
Increased engagement through
activation of the ad.
Integrated mobile app ad Formatted to be compatible with
the content in-app.
Passive interaction with the ad but
impossible for the app user to
ignore.
Branded mobile app Entire app created by brand with
branded look and feel.
Completely branded experience
throughout all stages.
Sponsored mobile app Publisher creates app with
sponsorships at various stages.
Branded experience can be targeted
to specific actions and content.

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Interstitial game example
Example courtesy of
Mojiva

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Integrated example during game
entry
Example courtesy of
Mojiva

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Interstitial overlay example
Example courtesy of
Mojiva

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Mobile video and TV advertising unit definitions
Non-linear ad breaks
(shared within the video display)
Overlays Companions Interactive
Linear ad breaks
(rendered before, during or after video)
Billboards Bumpers Pre-roll Mid-roll Post-roll
Book
ends

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Example courtesy of
Mojiva
Tap to video tablet example

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Example courtesy of Mojiva.
Rich media by Phluant.
Expandable video ad unit example
Expandable
video plays
within the
expanded ad
unit.

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Download Free
Video Here
Download Free
Wallpaper Here
Example courtesy of
Mojiva
Video with engagement overlay
Video
overlays
invite
additional
engagement

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Post-tap
includes
downloadable
wallpapers
Leveraging device features with
actions
Example courtesy of
Mojiva

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Don’t Forget the Basics
Only three things to get right in any
marketing campaign:
1. Motivation
2. Message
3. Media

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7 Steps to Practical Mobile
Marketing Implementation &
Inspiration

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Defining Mobile Marketing
Mobile Marketing is the set of
practices that enable organizations
to engage, communicate and mutually
exchange value with their audience in
an interactive contextually relevant
manner through any mobile device or
wireless network.

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1
Source: Zokem Research, January 2011
Executive buy-in is
critical for better
mobile success
v

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Howard Schultz, Starbucks CEO
Jan 2013, NRF Convention & Expo
There is a seismic change in
consumer behavior that is
linked to technology such as
social and mobile platforms.”

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Industries That Get Mobile Matters
• Retail
• Automotive
• Media & Content & Entertainment
– TV, Movies, Games, Print, etc.
• Those that want Direct Connection to
their Consumers
• Product Transformations (Nike Fuel
Bands, Band Aids Magic Vision, etc)
• Nearly everyone to some degree

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Showrooming Study - Activities
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Vibes Mobile Consumer Survey 2012

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25% Apparently Purchase Elsewhere
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More Showrooming Experience
73

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2
Create an Innovation
Framework
for testing & learning
v

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Innovation Framework
Innovate, Innovate, Innovate:
70% budget to what you know works
20% to innovating off of what works
10% to brand new ideas

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1. Universal Agreement to Goals
2. Have a Back Up Plan (Plan B)
3. Know the Value of each Dollar
Might I Suggest…from “What Sticks”

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What Sticks’ Leadership Steps

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slide title
Universal Agreement
How many companies had
universal agreement?

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slide title
Have a Back Up Plan
How many Companies had a
Back up Plan?

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Or Another Example
For 5 select studies, creative testing was done prior to
the research launch:
Only 1 brand’s ads required no adjustment
2 brands found 1/2 the ads were not effective
Diluting the effectiveness of the campaign
2 brands discarded ALL ads & started all over
Both developed ads that scored much better
Who were the 5 Advertisers?
P&G J&J Kraft Nestle Target

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slide title
Know the Value of Each $
More Complicated, More
Expensive, But Worth It

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To Summarize
Have a pre committed plan for change
from everyone.
–Six Sigma calls it “having an action
plan”

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3Create “mobile-unique”
experiences

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Surf alerts only possible through mobile

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Phones/Apps Are Still Getting Even Smarter

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What is Currently in a Phone:
1. Accelerometer
2. Digital Compass
3. GPS
4. Outdoor Temperature
5. Augmented Reality
6. Barometer
1. Relative Humidity
7. Proximity
8. Near-Field Communications
9. Microphones
10. Magnetic Field (Magnetometers)
11. Gravity
12. Gyroscope
13. Light
14. Linear Acceleration
15. Voice Control
What Could be in a Phone:
Heart Rate Monitors
Learn User Patterns
Microbolometers (Infrared)
Motion Control
Mood Sensors
Physical Sensation of Touching (Vibration to Translate Texture of
Garment on device)
Smart-Phone Sensor Networks
Smell Transmitter
Speed Sensor
Taste Sensor
Perspiration Sensor
Biometric Sensors
• Iris Recognition (Eyes)
• Fingerprint Recognition
• Face Recognition
• DNA Recognition
Chemical Sensors
• Radiation Levels
• Food's Level of Organicity
• Surrounding Light Levels
• EMF (Electromagnetic Frequencies)
Conversational Voice, Voice Recognizer
Indoor Temperature
Analyze Breath for Alcohol Content etc.
Altimeter To Detect Elevation (Mountains, Buildings)
Smartphone have a LOT of Sensors

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4Deliver value that
enhances customers’ lives

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Pharmacy: Can send you a push notification when your
prescription is ready, [and] we’ll send you a push
notification when it’s time to refill it again.”

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Blackhawks gives users detailed timing controls

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Mobile
advertising
Direct
Response
Permission Sampling
Competi-
tions
On-pack
ACQUISTION
760 million calls from 35 million users
300% increase in Axe sales

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• Revolutionary idea: create a companion app for a TV show.
“We were thinking: what can you do with a mobile device
that you can’t do online—what can you do with touch, with
location, with a camera that would also create a compelling
reason for people to sit down and tune into the show?”

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5Personalize and create
engaging experiences

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Blackhawks gives users detailed timing controls

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6Capitalize on location as
the game-changer

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Create layers of value in exchange

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Proximity boosts performance
The most likely response to location
aware retailer communication on a
smartphone:
Mobile ad performance has a direct
correlation to proximity:
• CTRs increase by 26-48% for
ads served within 5 miles of the
establishment*
• 72% higher interaction rate for
geo-targeted vs. nationally
targeted campaigns**
*YP study, 2012
**Range Online Media
Source: Latitude, December 2012 –
owners of all three devices

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• The way to overcome the noise
bombardment out there is not to shout
louder, it’s to get really relevant.”

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Case study: Roaming geo-fence
62.5% Higher CTR in campaign using a
roaming geo-fence
Lift in purchase intent
OBJECTIVE Increase purchases of Halls Cough
Drops
SOLUTION Geo-fence pharmacy and retail
locations in “high flu index”
areas using a CDC data feed.
(A/B test included national and
localized Roaming geo-fence
campaigns)
RESULTS
3.5%

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7The end game is loyalty

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Upsell Self-service CRM
RETENTION
30% response rate generating in
excess of Euro 2million in sales

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Upsell Self-service CRM
RETENTION
150,000 mobile boarding
passes per month or 15% of
all check-ins

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text based social networking in Pakistan

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QUICK OF MOBILE’S FUTURE

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where is the phone?

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epidermal?

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So, while…
Nothing Gets You Closer
To Your Customer
Than Mobile

112
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2
Nothing Gets You Closer to
Transforming Your Business
than Mobile
Truth is…

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greg@gregstuart.com
+1 631 702 0682
спасибо
www.gregstuartspeaker.com
www.slideshare.net/gregstuart com

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