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Mobile
George Achillias MBA
digital: mobile
Page 2
types of mobile marketing
1. display – banner & rich media
2. apps (see gaming)
3. SMS
best practice
 establish relevance for target audience
 use the power of location.
 GPS makes it easy to use geography to make your
message more relevant
 don’t use mobile in isolation
 the best creative is integrated and works over many
channels
 consider connection speeds
 optimise for smaller screens and don’t make content
too heavy - think small snacks
 link to mobile optimised landing pages
 has to be relevant, to the point and actionable
why should I use it?
 by 2014, more than 25% of all global internet traffic
will be mobile (up from less than 1% in 2009)
 more people will be accessing the internet on mobile
devices than on traditional PCs
 mobile advertising adds real value to a cross-media
campaign
 main strength - reminding people of the advertising
they have already seen in other media and making
them think about the brand again
Soon, mobile marketing won't be a niche it will be at the
heart of ALL marketing as most consumers will be mobile
Mobile Web
Ad Response
Remote sampling
Search
Microsites
Mobile Display
Location Targeting
Sales Promotions
Competitions
Tactical Apps
Vouchering
Shelf Activation
Geo-fencing
mCommerce
WiFi
SoMoLo
Location Broadcasting
POS Activation
Pack Activation
Branded Utility
Casual Content
Data Capture
Usage Suggestions
Consumption Prompt
Community Entry
Strategic Application
Co-creation
Reward
Celebration
Advocacy
digital: mobile options
Page 3
Mobile advertising offers a myriad of opportunities for targeting,
however the options need to be carefully aligned with each individual
communication strategy
For most people, phones are smartphones. Smartphones are now a clear majority of all mobile
phone sales. Apple has sold more than 400 million iPhones so far. More than 60% of US online
adults access interactive content on their phones at least daily.2 And this phenomenon
is global — among online consumers, 46% of the British, 42% of the Poles, 76% of the urban
Chinese, and 77% of the urban Indians are connecting to interactive content at least weekly.3
People interact wherever they are. You might guess that at least half of online US adults connect
in the living room or out-of-doors. But our survey reveals that 50% use phones while shopping,
48% in the car, and 37% while on public transportation. And we whip out our phones everywhere
— 39% even admit to using them in the bathroom.4
People count on their phones for everything. Apple App Store has more than 1 million apps,
which have been downloaded a cumulative total of 60 billion times — that’s 8.5 downloads
for everyone on the face of the planet. Thirty-two percent of online US adults have used an
interactive map on their phones, while 21% are banking and 18% are shopping monthly.5
Consumers reserve meals, cabs, and flights; share music; make videos; and even screen potential
mates on their phones. Whatever product or service you offer, your customers expect you to
deliver mobile utility.
how big Is This Mobile Mind shift?
A mobile moment is a point in time and space when someone pulls out a mobile
device to get what they want in their immediate context.
The Three Principles Of The Mobile Experience
Messages based on Location and Mobile behaviors
• Novices: Consider mobile user differences in
demographics and context.
• Experimenters: Use mobile-enabled data to
boost all channels’ effectiveness
• Practitioners: Reach mobile audiences with
unique content
• Incorporate multidevice context into the
strategy.
Mobile redefines what it means to meet people’s needs. The
definition of meets needs has expanded, because mobile creates
more needs. When you have to check your bank balance, see if the
check cleared, or shift funds into your child’s account, now, a bank
cannot meet your needs without mobile. Some mobile businesses
have even thrived on needs that were never conceivable before
mobile — like the need to know where your child and her phone
are at any moment.
Mobile transforms what “easy to use” means. When it
comes to mobile, “easy” is hard — but “easy” done right is
differentiating. That’s why USAA put so much effort into re-
engineering its
processes for mobile. Mobile deposit was very expensive
and difficult to figure out, but the result was that customers
no longer needed to mail a check or go to an ATM to make a
deposit. The tricky part is that “easy” often depends on
context — American Airlines knows to show you the
boarding pass on the day of the flight, and Lose It! makes it
easy to see whether you’re allowed to eat that cookie based
on knowing who you are.
Done well, mobile makes things enjoyable, too.
Enjoyable is where the “fit and finish” of mobile
applications come in. Context is also crucial; an
application that remembers your context and where you
left off makes dealing with your company a lot more
enjoyable.
Uber is enjoyable, not only because it replaces an
annoying ride in a smelly cab with a polite on-demand
experience in a Lincoln Continental but also because the
whole experience, from booking the ride to paying and
rating the driver, is pain-free, seamless, and almost
magical.
An engagement platform suppports a distributed, four-tier architecture
natively engineered to deliver compelling experiences, excellent
performance, and modular integration on any device over any network at
Internet scale
1. Identify the mobile moments and context. Map out all of the situations and
scenarios in which you can serve someone on a mobile device.
2. Design the mobile engagement. Bring businesspeople, designers, and developers
together to decide how you will engage a customer in her mobile moments.
3. Engineer your platforms, processes, and people for mobile. Mobile interaction
requires much more than an app. You must optimize the whole ecosystem, which
includes the platforms, processes, and people in your organization and those of
your partners.
4. Analyze results to monitor performance and optimize customer experience. Your
mobile engagement initiative is not complete if you’re flying blind. Capture, track,
analyze, and act on the data to improve the engagement.
The IDea CyCle: a FouR-sTep pRoCess To IDenTIFy Key
MobIle MoMenTs
Re-engineer the mobile moments
• Create value in your brand through the utility you
provide
• Embrace mobile moments to serve empowered
customers
• Service-enable your products through mobile moments
Use mobile moments to turn processes into tasks
• Empower employees with information in mobile
moments
• Power mobile moments with systems of engagement
A Mobile Moment Worksheet Spurs Focus,
Collaboration, And Impact
The Four-Tier Engagement Platform
Set up people, objectives, strategy, and technology
• 1. People. Understand the mobile behaviors of
your target audience
2. Objectives. Decide on your mobile marketing
goals
• 3. Strategy. Determine the approach you’ll take to
meet your objectives
• 4. Technology. Choose the technologies that will
enable you to implement your strategy
Mobile strategy and facts
Mobile strategy and facts
Mobile strategy and facts
Mobile strategy and facts

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Mobile strategy and facts

  • 2. digital: mobile Page 2 types of mobile marketing 1. display – banner & rich media 2. apps (see gaming) 3. SMS best practice  establish relevance for target audience  use the power of location.  GPS makes it easy to use geography to make your message more relevant  don’t use mobile in isolation  the best creative is integrated and works over many channels  consider connection speeds  optimise for smaller screens and don’t make content too heavy - think small snacks  link to mobile optimised landing pages  has to be relevant, to the point and actionable why should I use it?  by 2014, more than 25% of all global internet traffic will be mobile (up from less than 1% in 2009)  more people will be accessing the internet on mobile devices than on traditional PCs  mobile advertising adds real value to a cross-media campaign  main strength - reminding people of the advertising they have already seen in other media and making them think about the brand again Soon, mobile marketing won't be a niche it will be at the heart of ALL marketing as most consumers will be mobile
  • 3. Mobile Web Ad Response Remote sampling Search Microsites Mobile Display Location Targeting Sales Promotions Competitions Tactical Apps Vouchering Shelf Activation Geo-fencing mCommerce WiFi SoMoLo Location Broadcasting POS Activation Pack Activation Branded Utility Casual Content Data Capture Usage Suggestions Consumption Prompt Community Entry Strategic Application Co-creation Reward Celebration Advocacy digital: mobile options Page 3 Mobile advertising offers a myriad of opportunities for targeting, however the options need to be carefully aligned with each individual communication strategy
  • 4.
  • 5.
  • 6.
  • 7.
  • 8. For most people, phones are smartphones. Smartphones are now a clear majority of all mobile phone sales. Apple has sold more than 400 million iPhones so far. More than 60% of US online adults access interactive content on their phones at least daily.2 And this phenomenon is global — among online consumers, 46% of the British, 42% of the Poles, 76% of the urban Chinese, and 77% of the urban Indians are connecting to interactive content at least weekly.3 People interact wherever they are. You might guess that at least half of online US adults connect in the living room or out-of-doors. But our survey reveals that 50% use phones while shopping, 48% in the car, and 37% while on public transportation. And we whip out our phones everywhere — 39% even admit to using them in the bathroom.4 People count on their phones for everything. Apple App Store has more than 1 million apps, which have been downloaded a cumulative total of 60 billion times — that’s 8.5 downloads for everyone on the face of the planet. Thirty-two percent of online US adults have used an interactive map on their phones, while 21% are banking and 18% are shopping monthly.5 Consumers reserve meals, cabs, and flights; share music; make videos; and even screen potential mates on their phones. Whatever product or service you offer, your customers expect you to deliver mobile utility. how big Is This Mobile Mind shift?
  • 9. A mobile moment is a point in time and space when someone pulls out a mobile device to get what they want in their immediate context.
  • 10.
  • 11.
  • 12.
  • 13.
  • 14.
  • 15.
  • 16.
  • 17.
  • 18.
  • 19.
  • 20.
  • 21. The Three Principles Of The Mobile Experience
  • 22.
  • 23. Messages based on Location and Mobile behaviors • Novices: Consider mobile user differences in demographics and context. • Experimenters: Use mobile-enabled data to boost all channels’ effectiveness • Practitioners: Reach mobile audiences with unique content • Incorporate multidevice context into the strategy.
  • 24. Mobile redefines what it means to meet people’s needs. The definition of meets needs has expanded, because mobile creates more needs. When you have to check your bank balance, see if the check cleared, or shift funds into your child’s account, now, a bank cannot meet your needs without mobile. Some mobile businesses have even thrived on needs that were never conceivable before mobile — like the need to know where your child and her phone are at any moment.
  • 25. Mobile transforms what “easy to use” means. When it comes to mobile, “easy” is hard — but “easy” done right is differentiating. That’s why USAA put so much effort into re- engineering its processes for mobile. Mobile deposit was very expensive and difficult to figure out, but the result was that customers no longer needed to mail a check or go to an ATM to make a deposit. The tricky part is that “easy” often depends on context — American Airlines knows to show you the boarding pass on the day of the flight, and Lose It! makes it easy to see whether you’re allowed to eat that cookie based on knowing who you are.
  • 26. Done well, mobile makes things enjoyable, too. Enjoyable is where the “fit and finish” of mobile applications come in. Context is also crucial; an application that remembers your context and where you left off makes dealing with your company a lot more enjoyable. Uber is enjoyable, not only because it replaces an annoying ride in a smelly cab with a polite on-demand experience in a Lincoln Continental but also because the whole experience, from booking the ride to paying and rating the driver, is pain-free, seamless, and almost magical.
  • 27. An engagement platform suppports a distributed, four-tier architecture natively engineered to deliver compelling experiences, excellent performance, and modular integration on any device over any network at Internet scale
  • 28.
  • 29. 1. Identify the mobile moments and context. Map out all of the situations and scenarios in which you can serve someone on a mobile device. 2. Design the mobile engagement. Bring businesspeople, designers, and developers together to decide how you will engage a customer in her mobile moments. 3. Engineer your platforms, processes, and people for mobile. Mobile interaction requires much more than an app. You must optimize the whole ecosystem, which includes the platforms, processes, and people in your organization and those of your partners. 4. Analyze results to monitor performance and optimize customer experience. Your mobile engagement initiative is not complete if you’re flying blind. Capture, track, analyze, and act on the data to improve the engagement. The IDea CyCle: a FouR-sTep pRoCess To IDenTIFy Key MobIle MoMenTs
  • 30.
  • 31. Re-engineer the mobile moments • Create value in your brand through the utility you provide • Embrace mobile moments to serve empowered customers • Service-enable your products through mobile moments Use mobile moments to turn processes into tasks • Empower employees with information in mobile moments • Power mobile moments with systems of engagement
  • 32. A Mobile Moment Worksheet Spurs Focus, Collaboration, And Impact
  • 33.
  • 35. Set up people, objectives, strategy, and technology • 1. People. Understand the mobile behaviors of your target audience 2. Objectives. Decide on your mobile marketing goals • 3. Strategy. Determine the approach you’ll take to meet your objectives • 4. Technology. Choose the technologies that will enable you to implement your strategy