This document discusses mobile marketing strategies and provides an overview of key concepts. It defines mobile marketing and discusses the mobile landscape, statistics, devices, customers, and a 4-step marketing plan approach. It also covers mobile strategy and execution tips, including killer mobile sites, apps, text marketing, advertising, and email. The document concludes with a case study of how Coats, a thread company, developed a web-based application with mobile integration to enhance customer relations and reduce cycle times.

1. Mobile Marketing
A Strategic Marketing & Sales Perspective

2. Contents
M-Landscape
M-Statistics
M-Definitions
M-Customer
M-Marketing Plan
M-Strategy & Execution
Case Study Coats

3. Mobile Landscape

4. Mobile Landscape
Mobile is king in terms of the stats: It’s also fast paced,
dynamic, innovative & highly competitive.
Mobile Internet Access is taking over: New online is
mobile!
Don’t overestimate the smart phone/tablet market: Key
uses are still: simple browsing, email & social media.
Harder to measure & understand your mobile audience
as measuring mobile traffic is tricky:
• It difficult to figure out how much of your traffic is coming from
smartphones vs. feature phones.
• Google Analytics seems to count most feature phone traffic as regular
web hits, which can drastically mislead your mobile strategy.

5. Mobile Landscape…cont
Social Media is inherently mobile:
• Therefore, consider social media one of the key channels to promote
your content, engage your community/market, get feedback, and find
great story leads or marketing intelligence.
Search is becoming increasing mobile & local
Responsive Design for Mobile Website and Mobile
Campaigns

6. Mobile Landscape
Search
• Location Based: GPS
• Touch Based:
Interactive
Engagement
• Audio Visual Based:
Social Mobile •
Physical Intelligence
Connection Based:
Constantly linked to
Professional & Social
Contacts
• Portable: Influence
purchases &
decisions on the go
Apps

7. M-Devices
"I will buy with you, sell
with you, talk with you,
walk with you, and so
following; but I will not
eat with you,
drink with you, nor pray
with you."
The Merchant of Venice
(I, iii, 35-39)

8. M-Devices… cont
Mobile is Life!
• Mobile combines search, social and applications in
one platform (Google, Facebook, Apple)
• Being constantly connected to contacts, social sites
and search sites.
• Mobile devices are now an extension of a person and
form part of their identity – brand, ring-tones,
designer phones etc.
• Tool for information, entertainment, & photos.
• Sales Touch-point.
• Mobile uptake is not dependent on region or culture.

9. M-Devices…cont
Mobile Rapidly Evolving

10. Mobile Statistics

11. Mobile Statistics
Online wealth is more likely to come from the 5.3
billion mobile users than from 1 billion PC users:
• There are 5.3 billion mobile subscribers as of July 2011
• equivalent to 77% of the world’s population.
• What other medium has that reach?
Growth is led by China & India
The number of people accessing the mobile Internet is
growing fast and is expected to overtake the PC as the
most popular way to get on the Web within five years.

12. Mobile Statistics…cont
Many mobile web users are mobile-only:
• very rarely use a desktop, laptop or tablet to access the Web.
• Even in the US 25 percent of mobile Web users are mobile-only.
SMS is the king of mobile messaging:
• 8 trillion text messages 8 trillion text message will be sent in 2011. But consumers
are also embracing mobile email, IM and MMS rapidly.
Mobile searches have quadrupled in the last year,
for many items one in seven searches are now
mobile:
• US consumers prefer mobile browser for banking, travel, shopping, local info,
news, video, sports and blogs and prefer apps for games, social media, maps and
music.

13. M-Definitions

14. M-Marketing Definition
Mobile/M-Marketing is the “process of marketing
campaigns delivered via the mobile medium”.
The Direct Marketing Association states that
mobile marketing has a number of unique
benefits: It is always on, always with you and the
message is always ready.

15. M-Customers
• Hunters not Browsers
• Want Fast Accurate
Results
• Quick, on the Go
Decisions

16. M-Customer is still King
The most valuable asset for any business is
their customers.
It is important to reflect on:
• how we treat customers
• how our customers believe we treat them
• What it feels like to be one of our customers
• How our employees believe how our customers should be
treated
Mobile becomes a key customer touch point.

17. Why Mobile is Critical for CRM
When customer needs drive all business
decisions – a marketing philosophy has been
truly adopted and implemented.
Mobile phones and devices present an
opportunity for businesses to enter into a
regular and honest discussion with their
customers.
Every single time you receive customer
feedback your organization has grown
stronger.

18. Why Mobile is Critical for CRM…cont
Place the customer at the heart of all
planning and decision making and you will be
better paced to gain a key advantage.
If you give the customers what they want
they will come back repeatedly to purchase
your product and increase turnover and
profitability.
Satisfied customers create a word of mouth
for you.

19. M-Marketing Plan
Most companies fail due to poor marketing.
Many think that marketing is just advertising – isn’t it?
Most people question whether m-commerce can add
value to their business.
Most people think there is no value to tweets and that
social networking sites distract employees – who should
otherwise be engaged.

20. 4 Step M-Marketing Plan (David Berkowitz)
Question 1: What are your goals for mobile marketing?
• Are your goals branding or direct response marketing?
• What does the end result look like if the mobile program is successful?
• What kind of commitment will you make up front in terms of the staffing
and budget allocated?
• Do you have the time to fully optimize the program
• Are you seeking massive scale for impressions, clicks, engagement or app
downloads within a brief campaign flight?
Answering these questions at the onset will help ensure
mobile fulfills its potential as part of your marketing
plan.

21. M-Marketing Plan…cont
Question 2: How is your audience using mobile?
• It's critical to understand your audience and how they are using mobile when
creating your plan.
• Which handsets and operating systems are they most likely to use?
• Are they likely to text, search, take pictures, play games, use social media, read
news, look for local businesses, surf the web, download apps, scan barcodes, use
location-based services, or participate in other activities?
• To what extent does mobile usage by time of day and the day of the week?
• What are your consumers' favorite mobile sites and applications?
• How does your audience incorporate mobile into their shopping process?
• With what other media, including traditional media, does your target audience
engage?
Mobile integrates well with various forms of traditional media,
so those insights should be applied to any mobile program.

22. M-Marketing Plan
Question 3: How can you use your assets in mobile?
• What assets do you have that might make sense to incorporate?
• Do you have stores or other channel partners?
• Do you have apps or a mobile-friendly website? What other digital
branded experiences do you have, such as across social networks?
Mobile bridges digital and physical worlds, so consider
tangible, real-world assets: products, out-of-home or
print ads, retail stores and live events.

23. M-Marketing Plan…cont
Question 4: Does your plan follow mobile
marketing best practices?
• Does the program adhere to how consumers are using mobile
media?
• Does it use the functionality of mobile devices?
• Does the experience translate well both to the smaller screen
size and then the broader real-world landscape where
consumers use their mobile devices?
• What kind of value does it provide to the consumer --
information on a new product or service, entertainment, or a
discount on merchandise, among many other options?

24. M-Marketing Approach
Production Product
Orientation Orientation
Sales Marketing
Orientation Orientation

25. M-Strategy & Execution

26. M-Strategy
Mobile Web Site + Mobile App does not form a m-strategy!
M-Strategy has to be based on:
• Goals
• Competitive Landscape
• ORM
• CRM
• Pilots
• Business Analytics
• New Tools
• Integrated Sales Approach
• ROI

27. M-Strategy…cont
How we sneak through the maze of clutter, chitter
& chatter via mobile – to make sure that the
customer reads your message and remembers it.
Need to be able to measure the response and be
able to ask why the message did not work and
what the learning lessons are (pilots)
Execution of a mobile strategy has to be a holistic
approach that is linked to the business goals of
the organization, the target market and the nature
of the product or service.

28. Killer Execution Plan

29. MK-Execution
5K’s to Mobile Marketing:
• K1: Killer Mobile Sites
• K2: Killer Mobile Apps
• K3: Killer Mobile Text Marketing
Campaigns/Blue Casting
• K4: Killer Mobile Advertising
• K5: Killer Mobile Email

30. M-Execution – Tips on Mobile Advertising
Customer Loyalty Program
Text Marketing: Texting, Text Win
Mobile Search Marketing
Mobile Giving
Mobile Site
Mobile Surveys
Mobile Videos
Event Activation
QR Codes

31. M-Execution – Tips on Mobile Advertising
Emails – ever thought about designing and writing and
email to suite the mobile platform?
USE AIDA:
• Attention
• Interest
• Desire
• Action
Don’t miss the boat – keep the message short and sweet
with a clear call to action.

32. M-Execution – Tips on Mobile Advertising…cont
Integrate social networking sites into your mobile campaigns.
Text campaigns can be integrated to email
Use QR codes to encourage the mobile phone device usage to social
networking sites
Use Text Marketing via blog (see vishaysingh.com – Contact Us Page)
Blogs to Mobile – huge value.
Website to Mobile
Blue Tooth Marketing
Video Games

33. Case Study Coats
• 200 year old Company
• Largest player in the “Thread
Industry”
• Global Operations
• Public Company
• Clients Request:
• Reduce cycle time and enhance
customer relations (CRM)
• Needed an innovative “first for the
garment industry” web-based
solution with mobile integration
• Essentially wanted a killer
application that would give them a
window of advantage over
competitors

34. Case Study Coats

35. Basic Principles
WEB
APPLICATION LAB
REQUEST
INTERNET
MANAGER
Receives data
into “Inbox” CF2000E
and forwards
to LRM

36. SENDS MESSAGE REQUEST
CONTRACTOR
INTERNET
WBA
LAB
HUB
Field Colour Rep
FCR Collects Fabric Sample from Contractor
Scans with Handheld Spectrophotometer which transmits colour fingerprint
via the FCR’s handheld terminal to WBA and gets printed label to ship swatch to hub

37. Case Study Key Lessons/Learning
SRS – System Requirements Specifications
Functional Specifications
Design and Crowd Sourcing
Choice of Device (Cultural Issues)
Mobile component part of a broader strategy linked directly to
business goals
Importance of server infrastructure and security for reliability
ROI - Huge