Uploaded byJudd Wheeler
Mobile technology in marketing
The document discusses the impact of mobile technology on marketing, highlighting that consumers are more likely to respond to mobile ads and that mobile marketing strategies have seen a significant increase in usage. It reviews various mobile technologies, including SMS, mobile web, location-based services, and near-field communication, while providing statistics on their effectiveness and adoption trends. The document also cites forecasts for mobile advertising revenue and innovations, emphasizing the growing importance of mobile platforms in engaging consumers.
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Mobile technology in marketing
- 1. Survey of Mobile Technology in Marketing Judd Wheeler June 21, 2011
- 2. 25% of consumers are more likely to respond to advertising, whether it s print, online, or advertising whetherit's print online or outdoor, if they are able to do so via a mobile response Mobile Marketing Association (MMA) and Lightspeed Research
- 4. Gartner predicts by 2013 • 1.78 billion PCs • 1.82 billion browser‐ 1.82 billion browser‐ equipped phones
- 5. Retailers find value in using 90% 87% 80% 70% 67% 60% 62% 50% 40% 30% 27% 20% 10% 0% Smartphones to drive traffic di ffi Facebook & Facebook & Twitter to drive Customers use their Delivering traffic smarphones in information to store t cell phones cell phones “The 21st Century Store: The Search for Relevance” by RSR Research
- 6. Mobile Technologies Mobile Technologies • Text Messaging (SMS/MMS) • 2D Barcodes • Mobile Web • Search S h • Advertising • Location Based Services (LBS) Location‐Based Services (LBS) • Near Field Communications (NFC) • Augmented Reality (AR) • Apps • Innovations
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- 9. Text May Not Be Sexy, BUT….. Text May Not Be Sexy, BUT….. • 90% of all text messages read within 3 minutes of delivery • Over 99% read by the recipient • SinglePoint Conversational Advertising • Text: – CTR 14.06% Conversion 8.22% • Email: – CTR 6.64% Conversion 1.73% CTR 6.64% Conversion 1.73% • Internet Display – CTR 0.76% Conversion 4.43% • Direct Mail Direct Mail – Response 1.4‐3.4% (Conversion < 1%) • DMA 2010 Response Rate Trend Report
- 10. Text (SMS/MMS) Text (SMS/MMS) • Alerts • Text4Offer • Text2Win • Polls • Text4Info • Pics & Text2Screen & Text2Screen Courtesy of iMobilize Media
- 14. Text4Next Orange County g y Transportation Authority • Simple & easy • OCTAGO – Bus – Bus # – Stop # – Route # • G t Get next 3 arrival times t 3 i l ti • Can preplan by including time and date
- 16. Mobile Barcodes Mobile Barcodes 30 characters 3,296 alphanumeric 1,000 characters • 1992 – Denso‐Wave (Toyota) ( y ) • Additional storage capacity accommodates a variety of data beyond numbers: – Text – Hyperlink – Telephone number (Phone call) – SMS/MMS message – Email (Send message) – Contact entry (vCard or meCard) – Calendar entry (vCalendar)
- 19. Deals, ads and a video D l d d id 7,581 web site visits (90 days)
- 22. You Gotta You Gotta • Inform • Engage • Utilize opt‐in • Provide value Provide value • Gain insight
- 23. Don t Don’t • Don’t distribute a mobile barcode without Don t distribute a mobile barcode without thoroughly testing it • Don’t link to a generic webpage Don t link to a generic webpage • Don’t link to a webpage that isn’t mobile‐ friendly f i dl
- 27.
- 28. Retail Mobile Web Retail Mobile Web Mobile‐enabled retail web site Mobile enabled retail web site • 54% consumers would shop directly from barcodes in magazines i Have • 12% of retailers offered it Not 40% • Must break away from traditional channels Have 60% • E b Embrace evolution, prepare l ti for future demands OR be left behind
- 29. Marks & Spencer (UK) Marks & Spencer(UK) • 1.2m unique visitors in first 6 months • Over 10m page views • More than 13 000 orders More than 13,000 orders from site since launch • The most popular handsets: primarily iPhones and i il iPh d secondarily Android devices • 24,000 products purchased range from wide screen TV’s to sofas and clothes
- 31. Google Mobile Search Innovations Google Mobile SearchInnovations • Google Instant (autocomplete) Google Instant (autocomplete) • Instant Previews • Voice Search (Apple Siri*, FREE‐411, Naturally i S h( l Si i* ll Speaking’s Dragon search app) • Google Goggles (use pictures to search web)
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- 33. Mobile Advertising Mobile Advertising • Gartner: mobile ad revenue $3.3 billion in 2011 (double) $20 billion by 2015 $20 billi b 2015 • comScore: # of US advertisers up 128% in 2 years • Mobile‐TV ad spending $1.4 billion in 2015 (quadruple) • Opportunity to reach consumers via mobile channels continues to improve: 31% of mobile users now own a smartphone, up from just 20% one 31% of mobile users now own a smartphone up from just 20% one year earlier. • Men OUTSPEND women 9 to 1 on virtual goods (social games) Men OUTSPEND women 9 to 1 on virtual goods (social games) • Virtual goods: 69% of males versus 31% of women MocoSpace
- 34. Mobile Advertising Mobile Advertising • Fragmented g – Over 10 ad networks in U.S. alone – Players like inMobi, AdMob (Google), iAd (Apple), Microsoft Mobile Advertising, Millennial Media, Microsoft Mobile Advertising Millennial Media Greystripe… (none dominate) • Types of networks – Blind (largest) – Premium Blind – Premium • iAd no longer allows display of ads on kid’s apps ( y (May 2011))
- 35. iAd • Belgium’s first company to launch iPhone App •First iAd used in newspapers and magazines • Ends with product demo (can download) Ends with product demo (can download)
- 36. Real World Gaming Rewards Real World Gaming Rewards • Kii SDK Kiip – Rewards in‐game achievements on mobile achievements on mobile games with real life rewards – Raising a level or high score – Rewards based on game demographics • Tap Me Tap.Me – Redbox ads – Future real‐world rewards Future real‐world rewards
- 37. Location Based Service Location‐Based Service 10,000,000 • $10‐billion‐per‐year business by 2016 p y y – LBS advertising could be 50% (Strategy Analytics report) • 40% of Google Map ‐ mobile 40% of Google Map
- 38. Shopkick (Proximity Marketing) (Proximity Marketing)
- 39. ShopAlerts • Works with any phone Works with any phone (no GPS) • Opt‐in p • SMS, Facebook, Twitter, web, in‐store signage g g • Geo‐fences based off cell towers
- 40. SCVNGR Buffalo Wild Wings SCVNGR – Buffalo Wild Wings • Go places p • Do challenges • Earn points • 720 locations 12‐week campaign 12 week campaign (March Madness) • Media & customer engagement • Improve customer return rate – drive revenue rate – drive revenue
- 41. Turn Watching Games into a GAME Turn Watching Gamesinto a GAME • Rewards for completed p challenges included: – $5 off (3 points), – a free Coca Cola (20 a free Coca‐Cola (20 points) and – free wings (30 points) • T k i of friends, Take pics f f i d sauciest wing in the basket, fans of rival teams, crowd going wild… • Could share to Facebook & Twitter & Twitter
- 42. Results • Players generated 20,000+ challenges • There were 184,000 unique players • 1 in 3 players returned to play again • On average, users completed 7 challenges • 100 million social impressions via Facebook and Twitter. • On average, a player spent 90 O l 90 seconds per challenge, meaning that BWW saw the equivalent of 3.6 years of brand engagement in its locations g g during the campaign. Now had an established database of 184,000 people for its next campaign l f
- 44. Near Field Communication Near Field Communication • 150,000 NFC • 6 million traditional Crone Consulting
- 45. Technology Range Bit rate Bit rate • NFC (subset of RFID) • < 0.2 m (< 8 in) • .4 Mbit/s • Bluetooth • ~ 10 m 10 m • 2 Mbit/s 2 Mbit/s • Bluetooth Low Energy • ~ 1 m • 1 Mbit/s • RFID • Depends on frequency 1 ft, 10‐20 ft & 300 ft 300 ft
- 46. NFC Predictions NFC Predictions • Chip makers predict 40‐50 million NFC phones Chip makers predict 40 50 million NFC phones by 2011 • ~300 million phones worldwide (20%) phones ~300 million phones worldwide (20%) phones with NFC by 2014 (Juniper Research) • 30% of all mobile phones worldwide will be f ll bil h ld id ill b NFC enabled in 2015 (HIS research)
- 48. Digital Signage + NFC mTAG Digital Signage+ NFC = mTAG • Cafes • Health clubs • Airports • Airplanes • Pharmacies • Casinos
- 49. Other Examples Other Examples • Purchase rail, metro, airline, movie, concert or Purchase rail, metro, airline, movie, concert or event tickets • Boarding pass Boarding pass • Coupons • Tour guide (AV presentation) Tour guide (AV presentation) • ID card (students, employee, medical) • K Keycard (car, house, office) d( h ffi ) • Rental car and hotel keys
- 50. Advantages • Easier tosetup than Bluetooth or WiFi Easier to setup than Bluetooth or WiFi • Can remain “on” all the time w/o draining the battery • Interactions are opt‐in and secure
- 51.
- 52. Opportunity • 9 12 months 9‐12 months • Rich media interaction • Must be easy and provide value b d id l • Enabler of existing services/tech rather than a replacement
- 54. Audi 2010 Calendar Audi 2010 Calendar • Car calendar without cars • Download an App • Exclusive content – 1st to see Audi A1 Exclusive content to see Audi A1
- 55. Yelp & Zagat Yelp & Zagat • Yelp • Zagat RETINA –SSee restaurants t t –C i t Can interact & virtually t & i t ll – Click to get ratings and walk down the street reviews – Click to get full review g and details
- 56. • Social AR • Oli Online and mobile d bil • Leave messages for your network
- 57. • Platform to create your own AR world y • Third‐party developers created layers • p p Open platform • 1M‐5M downloads on Android • 1.4M active users • 1,800 published layers • PayPal integrated PayPal integrated
- 58. Bring digital into reality • History overlays History overlays • Find ATM, restaurants, art, stores, real estate for sale • Gaming • Social
- 59. QderoPateo Communications (QPC) Communications (QPC) • Articulated Naturality Web • Typical AR flat Typical AR “flat” • Break barrier of laptop/desktop – convenience of mobile • Weather, museum, hotel, commercial real estate
- 60.
- 62. Apps Over 7 TB Ave Price: $3.64 Ave Price: $3.64 Free, 36% Pay, Pay 64% $891,982.24
- 63. Apps Dirty Little Secret Apps Dirty Little Secret Average: 60 apps downloaded to iPhone or iPad Average: 60 apps downloaded to iPhone or iPad Paid Free • 30% first downloaded • 20% first downloaded • 5% by day 21 • 5% by day 25 • 1% by day 90 b d • 1% by day 90 b d Socialize Inc.
- 64. And/ + OR =
- 65. IKEA 2010 Interactive Catalog IKEA 2010 Interactive Catalog • Place furniture • Results – 40 pieces 40 pieces – PR – Use camera, move, resize, – WOM take a picture – High downloads • Di Discover style t l – Thru quizzes
- 66. North Face (China) North Face (China) • Stake virtual claim • > 2 million unique visitors to • Li Live score kept on web & k b& web outdoor electronic board • > 651,000 red flags planted • 18 days 18 days • Champion > 4,000 Champion 4,000
- 67. McDonald s Interactive Billboard McDonald’s InteractiveBillboard • Photo Catch – Using cell phone camera – Get one free • Pick & Play – No app – picknplay.se picknplay se – Geo‐location – Play on big screen in real‐ time – Last 30 sec get digital coupon w/directions p /
- 68. Cometto Ice Cream(Turkey) Ice Cream (Turkey) • 2 weeks / 2 hours a day = Word of mouth • 3 illi 3 million unique views i i = Brand awareness B d • 3,500 players Collect 3 ice cream in 45 sec & win
- 69. Where in the World Are the Innovations Happening? h • One or two strong innovative companies that One or two strong innovative companies that can lead tech change • Government backing Government backing • Consumer willingness to embrace new mobile tech h • Shortage of payment methods or existing NFC systems
- 72. Things to keep your Things to keepyour With the FTC’s crackdown on privacy extending to mobile, how do advertisers mobile how do advertisers target mobile users without personally identifying them?
- 73. • Unique deviceIDs Unique device IDs • Examine contents • Expects 1B devices by end of the year
- 74. • Builds on geographic 100‐meter tiles of the world down to block il f h ld d bl k level • Public data (social info, check‐ins, events, locations)) • Time
- 75. • No hardwareupgrade No hardware upgrade • Built‐in speaker & microphone • POS upgraded same way, $30
- 76. • 12 million iOS downloads translates to $8,316,000 •7 million Android downloads translates to over $1 million/month in ad revenue