The document summarizes a presentation on developing a mobile strategy. It covers the eight elements of a mobile strategy including awareness, access, platform, content, enrollment, communication, amplification, and transaction. It provides examples of mobile strategies that combine different awareness and access methods like TV and URL, OOH and SMS, email and SMS, social media and SMS, print and QR. It also discusses considerations for platforms like mobile messaging, mobile web, and mobile apps. Finally, it gives examples of mobile content strategies and engagement through relevance and context.
What are the Benefits of Mobile Marketing with an App:
- Increased Customer Loyalty
- Generation of more Revenue Per Customer
- Increased Brand Awareness and Communication Potential
- Boost to Retail Foot Traffic
- Direct Information and Advertising to the Device the Customer Carries 98% of the Time
Top 3 Challenges to a Small Business:
- Growing Revenues
- Attracting and Retaining Customers
- Increasing Profitability
The top benefits that SMBs associate with external mobile apps and mobile-friendly web sites align much more closely to their key business challenges–growing revenues, attracting and retaining customers and
increasing
profitability.
What are the Benefits of Mobile Marketing with an App:
- Increased Customer Loyalty
- Generation of more Revenue Per Customer
- Increased Brand Awareness and Communication Potential
- Boost to Retail Foot Traffic
- Direct Information and Advertising to the Device the Customer Carries 98% of the Time
Top 3 Challenges to a Small Business:
- Growing Revenues
- Attracting and Retaining Customers
- Increasing Profitability
The top benefits that SMBs associate with external mobile apps and mobile-friendly web sites align much more closely to their key business challenges–growing revenues, attracting and retaining customers and
increasing
profitability.
Best practices and stratagies to engaging customers across multiple channels to deliver value and loyalty. Presented at the Professional Association for Customer Engagement conference (PACE), May 2012.
Build Mobile Websites | How to make a Mobile Website | Creating Mobile WebsitesClickTecs
Let’s start with the premise that, given the growing demand and popularity of mobile sites you decide it’s time to consider a mobile website for your business. However, you remain a somewhat skeptical whether you need a mobile website for ‘your’ business and the prospect of building one leaves you even more puzzled.
Why Create a Mobile Website?
An overview of mobile marketing today and background on why marketers need to add it to their overall marketing mix and how to get started.
View an introduction to QR codes and text messaging, both valuable mobile tools to initiate communications.
Learn how to make marketing dollars work harder in difficult times by understanding the dynamics of the digital media shift and using this knowledge to drive your marketing mix
Bricks + Mobile 2011 - mCommerce - Why User Experience Matter More With Onlin...Remodista
The ubiquity of mobility creates opportunities to develop purpose-driven destinations and experiences to make the most of every touch point. Mobile doesn’t live in a silo and the rest of your marketing shouldn’t either. The varying contexts of the mobile consumer must be thoughtfully considered when deciding which mobile commerce services to offer, which mobile technologies to support and how cross-channel engagement should consider often mobile consumers.
An optimized Mobile User Experience – from initial engagement to task completion – is critically important to usage and adoption of mobile services. The most successful Mobile Commerce solutions have services that are easy to discover, intuitive to use and enable simple completion of the desired tasks at (or in!) hand.
The Blossoming Internet of Things Zach Supalla-SparkMobile March
Keynote for Mobile March 2014-Over the next few years, hundreds if not thousands of “connected devices” will hit the market, many with open APIs. Often the capabilities of these products are dramatically improved by third-party apps. A great example is the Philips Hue, a high-quality connected lighting system which has a very mediocre mobile/web interface, but which has an API that others are exploiting to make better, more powerful interfaces.
I think there is an incredible opportunity for mobile and web developers to act as the connective tissue between these products and make them better with apps. These apps can be monetized by selling them in the App Store or Google Play, and/or by charging monthly fees for valuable ongoing services.
The Internet of Things will move quickly, and for mobile/web developers who want to play a role in the growing industry, now’s the time to get started.
Best practices and stratagies to engaging customers across multiple channels to deliver value and loyalty. Presented at the Professional Association for Customer Engagement conference (PACE), May 2012.
Build Mobile Websites | How to make a Mobile Website | Creating Mobile WebsitesClickTecs
Let’s start with the premise that, given the growing demand and popularity of mobile sites you decide it’s time to consider a mobile website for your business. However, you remain a somewhat skeptical whether you need a mobile website for ‘your’ business and the prospect of building one leaves you even more puzzled.
Why Create a Mobile Website?
An overview of mobile marketing today and background on why marketers need to add it to their overall marketing mix and how to get started.
View an introduction to QR codes and text messaging, both valuable mobile tools to initiate communications.
Learn how to make marketing dollars work harder in difficult times by understanding the dynamics of the digital media shift and using this knowledge to drive your marketing mix
Bricks + Mobile 2011 - mCommerce - Why User Experience Matter More With Onlin...Remodista
The ubiquity of mobility creates opportunities to develop purpose-driven destinations and experiences to make the most of every touch point. Mobile doesn’t live in a silo and the rest of your marketing shouldn’t either. The varying contexts of the mobile consumer must be thoughtfully considered when deciding which mobile commerce services to offer, which mobile technologies to support and how cross-channel engagement should consider often mobile consumers.
An optimized Mobile User Experience – from initial engagement to task completion – is critically important to usage and adoption of mobile services. The most successful Mobile Commerce solutions have services that are easy to discover, intuitive to use and enable simple completion of the desired tasks at (or in!) hand.
The Blossoming Internet of Things Zach Supalla-SparkMobile March
Keynote for Mobile March 2014-Over the next few years, hundreds if not thousands of “connected devices” will hit the market, many with open APIs. Often the capabilities of these products are dramatically improved by third-party apps. A great example is the Philips Hue, a high-quality connected lighting system which has a very mediocre mobile/web interface, but which has an API that others are exploiting to make better, more powerful interfaces.
I think there is an incredible opportunity for mobile and web developers to act as the connective tissue between these products and make them better with apps. These apps can be monetized by selling them in the App Store or Google Play, and/or by charging monthly fees for valuable ongoing services.
The Internet of Things will move quickly, and for mobile/web developers who want to play a role in the growing industry, now’s the time to get started.
Cross-Platform Mobile Development with PhoneGap-Vince BullingerMobile March
Contrary to native fanboys’ beliefs, PhoneGap is definitely a player in the cross-platform mobile development space.
Designed properly, you can have an elegant and performant cross-platform mobile app created with PhoneGap.
We’ll take a deep dive into the PhoneGap approach to cross-platform mobile development, as well as briefly touch upon native development and other technologies’ cross-platform solutions and when each one may be appropriate to use.
The mobile phone has become one of the most social, intelligent and personal
devices. With over 270 million mobile phone subscribers in the US and growing,
mobile marketing is the next big trend in marketing. Learn how to use mobile
marketing to acquire customers, increase sales, improve customer satisfaction
and build loyalty. Tactics include SMS (text) campaigns, mobile applications
(e.g., iPhone, BlackBerry apps), mobile web advertising and many more
sophisticated technologies.
Speaker: Heather Sears, President of Mobile Synergies
Mobile Marketing: Everything You Need To KnowVincent Teo
Mobile presents a unique opportunity for marketers to reach consumers at the right place and time and add value through branded utility. There's a huge growth potential in Mobile in Asia and this presentation provides a good framework for developing your Mobile Marketing strategy
Restaurants To Go: Mealtime Goes MobilePurplegator
In 2013 and beyond, mobile devices are increasingly becoming the vehicle of choice to order food online for takeout or delivery. Whether it's to simply check a restaurant's phone number, its locations, and hours of operation, to reviewing menus and ordering and paying for that order in one transaction, consumers want the flexibility of using a mobile device.
Yet, while almost 50% of all restaurant searches are done via a mobile device, only 7% of restuarants have a responsively designed website to provide an optimal experience no matter which screen a consumer is accessing their business.
ATS Mobile senior marketing executive Brad Bierman reviews the importance of a responsively designed website coordinated with a robust mobile marketing campaign; including SMS text, customized QR codes, website design, and geo-targeting/fencing features of mobile advertising that will satisfy the mobile appetite of hungry consumers.
You'll find everything you need to know here, from the latest technology and best practice, to surprising statistics.
Mobile marketing is big news for B2B. We've all got around-the-clock internet access at our fingertips now. We can check emails, browse websites and book meetings - at work, at home or on the move. Consequently, PC is no longer the principal business tool. Indeed 70% of today's under-40s consider mobile their primary communication tool. What's more, mobile internet access has overtaken desktop internet access.
Pizza Pies for Mobile Eyes - Thursday September 26Purplegator
Mobile trends for 2013 show that searches for pizza are almost always done through a mobile device. This gives pizza restaurants the unique opportunity to take advantage of this emerging technology to both maintain and increase sales, and we are seeing traction with retail pizza businesses of all sizes.
Join Marketing Executive Brad Bierman for this interactive webinar focusing on the mobilization of the pizza industry.
Mobile Developer Conference 2012 Hamburg, Germany KeynoteJeff Haynie
This is a keynote presentation by Jeff Haynie, co-founder and CEO of Appcelerator, at the Mobile Developer Conference 2012 in Hamburg, Germany on February 13, 2012.
http://www.mobile-developer-conference.de/
What Savvy Brand Marketers Must Know About MobileInMobi
You'll learn:
- What the latest research tells us about consumer behavior and how they relate to their favorite brands.
The crucial components of a successful mobile campaign
How rich media campaigns can blend realtime A/B testing and personalization for stunning results.
How to go beyond impressions, clicks and engagement to measure – and maximize – your customer's lifetime value.
You Can’t Ignore the Tablet-Designing & Developing Universal Apps for Phones ...Mobile March
From Mobile March 2014-Hundreds of millions of tablets have been sold since the advent of the iPad. For consumers, tablets accounted for an increasing proportion of retail sales during the holiday season. For enterprises, the portability, ease of training, and security of tablets can’t be beat. Whether you create consumer-facing or employee-facing apps, can you afford not to have a tablet-optimized app in 2014?
Tablets provide significantly more area for the user to interact with, so an optimal experience involves a different layout than a phone has. Can you afford to produce both a phone and tablet version of your app? I will address the following questions:
-Is designing and developing for tablets too much to bite off for your organization?
-Are there reasonable ways of cutting costs when developing tablet apps?
-How much visual design and code reuse is there?
-How different is a tablet from a laptop, and how different is it from a phone?
-What platform technologies can we leverage to simplify universal apps?
From Mobile March 2014-Learn how Kristina added electronics to items she can wear. She’ll cover some of the issues I ran into that are specific to building wearable technology and how I solved them.
LiveCode Cross-Platform Development-Joel GerdeenMobile March
From Mobile March 2014. LiveCode has its heritage in the Apple HyperCard system back in the late 80″s. It allows developed applications to run on Mac, Windows, Linux, iOS and Android plus related servers. LiveCode is available in an open source Community version (free) and a Commercial version for publishing through the Apple AppStore and Google Play stores. The development system on the Mac will be demonstrated with simulations on both iPhone and Android devices.
What you’ll take away: Links back to HyperCard hypermedia technology. Graphical cross-platform development for Mac, Windows, Linux, iOS, Android and servers. English-like. message driven language. Demo of development system with testing on iOS and Android simulators.
UiPath Test Automation using UiPath Test Suite series, part 3DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 3. In this session, we will cover desktop automation along with UI automation.
Topics covered:
UI automation Introduction,
UI automation Sample
Desktop automation flow
Pradeep Chinnala, Senior Consultant Automation Developer @WonderBotz and UiPath MVP
Deepak Rai, Automation Practice Lead, Boundaryless Group and UiPath MVP
Epistemic Interaction - tuning interfaces to provide information for AI supportAlan Dix
Paper presented at SYNERGY workshop at AVI 2024, Genoa, Italy. 3rd June 2024
https://alandix.com/academic/papers/synergy2024-epistemic/
As machine learning integrates deeper into human-computer interactions, the concept of epistemic interaction emerges, aiming to refine these interactions to enhance system adaptability. This approach encourages minor, intentional adjustments in user behaviour to enrich the data available for system learning. This paper introduces epistemic interaction within the context of human-system communication, illustrating how deliberate interaction design can improve system understanding and adaptation. Through concrete examples, we demonstrate the potential of epistemic interaction to significantly advance human-computer interaction by leveraging intuitive human communication strategies to inform system design and functionality, offering a novel pathway for enriching user-system engagements.
Encryption in Microsoft 365 - ExpertsLive Netherlands 2024Albert Hoitingh
In this session I delve into the encryption technology used in Microsoft 365 and Microsoft Purview. Including the concepts of Customer Key and Double Key Encryption.
Neuro-symbolic is not enough, we need neuro-*semantic*Frank van Harmelen
Neuro-symbolic (NeSy) AI is on the rise. However, simply machine learning on just any symbolic structure is not sufficient to really harvest the gains of NeSy. These will only be gained when the symbolic structures have an actual semantics. I give an operational definition of semantics as “predictable inference”.
All of this illustrated with link prediction over knowledge graphs, but the argument is general.
GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using Deplo...James Anderson
Effective Application Security in Software Delivery lifecycle using Deployment Firewall and DBOM
The modern software delivery process (or the CI/CD process) includes many tools, distributed teams, open-source code, and cloud platforms. Constant focus on speed to release software to market, along with the traditional slow and manual security checks has caused gaps in continuous security as an important piece in the software supply chain. Today organizations feel more susceptible to external and internal cyber threats due to the vast attack surface in their applications supply chain and the lack of end-to-end governance and risk management.
The software team must secure its software delivery process to avoid vulnerability and security breaches. This needs to be achieved with existing tool chains and without extensive rework of the delivery processes. This talk will present strategies and techniques for providing visibility into the true risk of the existing vulnerabilities, preventing the introduction of security issues in the software, resolving vulnerabilities in production environments quickly, and capturing the deployment bill of materials (DBOM).
Speakers:
Bob Boule
Robert Boule is a technology enthusiast with PASSION for technology and making things work along with a knack for helping others understand how things work. He comes with around 20 years of solution engineering experience in application security, software continuous delivery, and SaaS platforms. He is known for his dynamic presentations in CI/CD and application security integrated in software delivery lifecycle.
Gopinath Rebala
Gopinath Rebala is the CTO of OpsMx, where he has overall responsibility for the machine learning and data processing architectures for Secure Software Delivery. Gopi also has a strong connection with our customers, leading design and architecture for strategic implementations. Gopi is a frequent speaker and well-known leader in continuous delivery and integrating security into software delivery.
Slack (or Teams) Automation for Bonterra Impact Management (fka Social Soluti...Jeffrey Haguewood
Sidekick Solutions uses Bonterra Impact Management (fka Social Solutions Apricot) and automation solutions to integrate data for business workflows.
We believe integration and automation are essential to user experience and the promise of efficient work through technology. Automation is the critical ingredient to realizing that full vision. We develop integration products and services for Bonterra Case Management software to support the deployment of automations for a variety of use cases.
This video focuses on the notifications, alerts, and approval requests using Slack for Bonterra Impact Management. The solutions covered in this webinar can also be deployed for Microsoft Teams.
Interested in deploying notification automations for Bonterra Impact Management? Contact us at sales@sidekicksolutionsllc.com to discuss next steps.
LF Energy Webinar: Electrical Grid Modelling and Simulation Through PowSyBl -...DanBrown980551
Do you want to learn how to model and simulate an electrical network from scratch in under an hour?
Then welcome to this PowSyBl workshop, hosted by Rte, the French Transmission System Operator (TSO)!
During the webinar, you will discover the PowSyBl ecosystem as well as handle and study an electrical network through an interactive Python notebook.
PowSyBl is an open source project hosted by LF Energy, which offers a comprehensive set of features for electrical grid modelling and simulation. Among other advanced features, PowSyBl provides:
- A fully editable and extendable library for grid component modelling;
- Visualization tools to display your network;
- Grid simulation tools, such as power flows, security analyses (with or without remedial actions) and sensitivity analyses;
The framework is mostly written in Java, with a Python binding so that Python developers can access PowSyBl functionalities as well.
What you will learn during the webinar:
- For beginners: discover PowSyBl's functionalities through a quick general presentation and the notebook, without needing any expert coding skills;
- For advanced developers: master the skills to efficiently apply PowSyBl functionalities to your real-world scenarios.
Essentials of Automations: Optimizing FME Workflows with ParametersSafe Software
Are you looking to streamline your workflows and boost your projects’ efficiency? Do you find yourself searching for ways to add flexibility and control over your FME workflows? If so, you’re in the right place.
Join us for an insightful dive into the world of FME parameters, a critical element in optimizing workflow efficiency. This webinar marks the beginning of our three-part “Essentials of Automation” series. This first webinar is designed to equip you with the knowledge and skills to utilize parameters effectively: enhancing the flexibility, maintainability, and user control of your FME projects.
Here’s what you’ll gain:
- Essentials of FME Parameters: Understand the pivotal role of parameters, including Reader/Writer, Transformer, User, and FME Flow categories. Discover how they are the key to unlocking automation and optimization within your workflows.
- Practical Applications in FME Form: Delve into key user parameter types including choice, connections, and file URLs. Allow users to control how a workflow runs, making your workflows more reusable. Learn to import values and deliver the best user experience for your workflows while enhancing accuracy.
- Optimization Strategies in FME Flow: Explore the creation and strategic deployment of parameters in FME Flow, including the use of deployment and geometry parameters, to maximize workflow efficiency.
- Pro Tips for Success: Gain insights on parameterizing connections and leveraging new features like Conditional Visibility for clarity and simplicity.
We’ll wrap up with a glimpse into future webinars, followed by a Q&A session to address your specific questions surrounding this topic.
Don’t miss this opportunity to elevate your FME expertise and drive your projects to new heights of efficiency.
Generating a custom Ruby SDK for your web service or Rails API using Smithyg2nightmarescribd
Have you ever wanted a Ruby client API to communicate with your web service? Smithy is a protocol-agnostic language for defining services and SDKs. Smithy Ruby is an implementation of Smithy that generates a Ruby SDK using a Smithy model. In this talk, we will explore Smithy and Smithy Ruby to learn how to generate custom feature-rich SDKs that can communicate with any web service, such as a Rails JSON API.
Key Trends Shaping the Future of Infrastructure.pdfCheryl Hung
Keynote at DIGIT West Expo, Glasgow on 29 May 2024.
Cheryl Hung, ochery.com
Sr Director, Infrastructure Ecosystem, Arm.
The key trends across hardware, cloud and open-source; exploring how these areas are likely to mature and develop over the short and long-term, and then considering how organisations can position themselves to adapt and thrive.
Securing your Kubernetes cluster_ a step-by-step guide to success !KatiaHIMEUR1
Today, after several years of existence, an extremely active community and an ultra-dynamic ecosystem, Kubernetes has established itself as the de facto standard in container orchestration. Thanks to a wide range of managed services, it has never been so easy to set up a ready-to-use Kubernetes cluster.
However, this ease of use means that the subject of security in Kubernetes is often left for later, or even neglected. This exposes companies to significant risks.
In this talk, I'll show you step-by-step how to secure your Kubernetes cluster for greater peace of mind and reliability.
State of ICS and IoT Cyber Threat Landscape Report 2024 previewPrayukth K V
The IoT and OT threat landscape report has been prepared by the Threat Research Team at Sectrio using data from Sectrio, cyber threat intelligence farming facilities spread across over 85 cities around the world. In addition, Sectrio also runs AI-based advanced threat and payload engagement facilities that serve as sinks to attract and engage sophisticated threat actors, and newer malware including new variants and latent threats that are at an earlier stage of development.
The latest edition of the OT/ICS and IoT security Threat Landscape Report 2024 also covers:
State of global ICS asset and network exposure
Sectoral targets and attacks as well as the cost of ransom
Global APT activity, AI usage, actor and tactic profiles, and implications
Rise in volumes of AI-powered cyberattacks
Major cyber events in 2024
Malware and malicious payload trends
Cyberattack types and targets
Vulnerability exploit attempts on CVEs
Attacks on counties – USA
Expansion of bot farms – how, where, and why
In-depth analysis of the cyber threat landscape across North America, South America, Europe, APAC, and the Middle East
Why are attacks on smart factories rising?
Cyber risk predictions
Axis of attacks – Europe
Systemic attacks in the Middle East
Download the full report from here:
https://sectrio.com/resources/ot-threat-landscape-reports/sectrio-releases-ot-ics-and-iot-security-threat-landscape-report-2024/
Smart TV Buyer Insights Survey 2024 by 91mobiles.pdf91mobiles
91mobiles recently conducted a Smart TV Buyer Insights Survey in which we asked over 3,000 respondents about the TV they own, aspects they look at on a new TV, and their TV buying preferences.
2. What We’ll Cover
• Framework for mobile strategy development
• Elements and options available
• Stakeholders involved
• Best practices and case examples:
CONNECTION IS ALL THAT COUNTS® 2
3. 8 Elements of a Mobile Strategy
Awareness • how will people know we are mobile?
CALL TO ACTION
Access • how will they respond to that message?
Platform • where will we direct them?
ENGAGEMENT
Content • what will they see when they get there?
• how will we get them to agree to ongoing
Enrollment communication?
RELATIONSHIP
MANAGEMENT
Communication • what will we say to them once they do?
Amplification • how can we make our message shareable?
VALUE
GENERATION
Transaction • how does all of this drive our business?
CONNECTION IS ALL THAT COUNTS® 3
5. Awareness Drivers
Traditional Mobile
Traditional Advertising Mobile Advertising
TV, Radio Mobile Display
Bought Media Print, OOH Mobile Web SEM
Online Mobile App Store SEM
Marketing Assets
On Product Mobile Properties
Owned Media Point of Sale Mobile Websites
Sponsorship Mobile Applications
Web Properties
CRM Mobile CRM
Earned Media Email Database Mobile SMS Alerts
Social Media App Push Notifications
CONNECTION IS ALL THAT COUNTS® 5
6. Access Methods
pros cons
SMS • simple • carrier compliance
Text KEYWORD to • widest handset penetration • real estate for call to action
12345…
• best user experience if
URL redirect and optimized site are • feature phone access
Visit example.com… in place • non-optimized sites
• visually engaging
QR CODE • ability to deep link or embed • relatively low adoption
Scan this bar code… data • requires application
IMAGE RECOGNITION • uses existing imagery (ie no • awareness
Scan this logo or image… additional packaging) • requires application
NEAR FIELD
COMMUNICATION • easy, intuitive • very low device penetration
Tap here…
CONNECTION IS ALL THAT COUNTS® 6
7. TV + URL
Old Navy Best Tees
• Awareness: 2-minute TV “infomercial”
starring Mr. T & Anna Faris aired on E!'s Talk
Soup and Chelsea Lately, then cut to :30 spot
• Access: URL with auto device redirect to
both versions of site, web and mobile
• Call to action: Visit 1800besttees.com to get
a PIN for a free T-shirt; mobile and desktop
websites created
• Result: 25% of visits from mobile, 25k
coupons distributed in just 3 hours
CONNECTION IS ALL THAT COUNTS® 7
8. OOH + SMS
Mini Vending Machine
• Awareness: Fully interactive
Mini “vending machine”
projection at 5 locations
asked passersby “Which
Mini are you craving?”
• Access: SMS keyword with
vending machine code for
each of nine models
• Call To Action: Text the
code and your model will
drive around to the bottom of
the machine
• Results: generated
considerable buzz and
multiple awards including a
gold OBIE
CONNECTION IS ALL THAT COUNTS® 8
9. OOH + Image Recognition
Yoplait Greek4Good
• Awareness: OOH with Greek messaging and
instructions for downloading an app to decode
• Access: Image recognition
• Call to Action: track down messages and
scan using image recognition to earn points
toward $25K donation to Feeding America
• Results: Thousands of downloads in 4 weeks
CONNECTION IS ALL THAT COUNTS® 9
10. Email + SMS
Cineplex SCENE
• Awareness: Email blast
sent to loyalty database
• Access: Two methods,
click on link to add
mobile number to profile
or text in keyword
• Call to Action: You
could win free movies if
you opt in to SMS
alerts…
• Result: more people
chose SMS than link
click, overall “CTR”
including SMS ~ 3%
CONNECTION IS ALL THAT COUNTS® 10
11. Social Media + SMS
Bauer Stick Giveaway
• Awareness: Owned and earned
media (Bauer website,
Facebook, Twitter) to test
audience appetite for SMS at
lowest possible media cost
• Access: SMS keyword
• Call to Action: Text STICK to
606060 for a chance to win a
Supreme TotalONE hockey stick
• Result: 6% response rate
CONNECTION IS ALL THAT COUNTS® 11
12. Print + QR
NWM Internal Communication
• Awareness: Special
edition of Forbes, 7K
copies distributed at
annual financial reps
meeting
• Access: QR codes plus
direct URL provided for
those without reader
• Call to Action: scan this
code to see a special
message (device detection
used to optimize for the
device)
• Result: 4% response rate
CONNECTION IS ALL THAT COUNTS® 12
13. Mobile Advertising + Click
Fifth Third Bank Scholarship
• Awareness: mobile
display advertising
using location-based
targeting within variable
radii of college
campuses
• Access: link click
• Call to Action: click
here to find out how you
could win a $10,000
scholarship
• Result: 1.8MM
impressions, highly
targeted at relatively low
cost
CONNECTION IS ALL THAT COUNTS® 13
15. Platform Considerations
• Carrier Integration (Short Codes)
Mobile Messaging • Messaging Formats (SMS, MMS)
• CRM Integration
• Mobile vs Tablet
Mobile Web • Device Optimization
• CMS Integration
• Device Platform (Apple, Android, RIM, etc)
Mobile Apps • OS Versions
CONNECTION IS ALL THAT COUNTS® 15
16. Mobile Content Strategy Evolution
Mobile Integration Mobile Context
Creating user experiences that leverage Making the actual messaging dynamic
other capabilities on the handset based on time and place
(Phone Dialer, Maps, Contacts, Camera, (eg location-based services, geo fencing,
Mobile Accelerometer, Push Notifications) augmented reality, weather triggers)
Device
Mobile Optimization Mobile Relevance
Formatting existing content and Changing the content approach to suit the
communications for the mobile handset “user-on-the-go”
(shorter messages and smaller screens, (more store finders and product information,
simpler navigation, no flash) less brochures)
Mobile User
CONNECTION IS ALL THAT COUNTS® 16
17. Mobile Relevance
Boston Scientific Sales Tools
• Platform: tablet web and native
applications for direct distribution
to sales rep devices
• Content: sales collateral
(tutorials, 3D imagery, calculators)
• Engagement: design takes full
advantage of tablet medium:
tabbed navigation, swipe
gestures, pinch and zoom, full
screen video.
• Result: well received by doctors
and well adopted by reps;
underlying framework designed to
be highly flexible and reusable for
future applications
CONNECTION IS ALL THAT COUNTS® 17
18. Mobile Relevance
Discover Boating Mobile
• Platform: mobile website with 3
versions (US, Canadian English,
Canadian French)
• Content: buying guide, educational
videos, boat show finder, boat loan
calculator, mobile app directory
• Engagement: driven by the insight that
the best predictor of new buyers are
those who visit other people’s boats,
the mobile site puts all the right tools in
the hand of potential buyers on the go
• Result: Since launching in July 2011
the site has had more than 70,000
unique visitors, about 10% of overall
traffic
CONNECTION IS ALL THAT COUNTS® 18
19. Mobile Context
Bayer Rosacea App
• Platform: mobile application
(iPhone, Android & Blackberry
• Content: definitive source for
Rosacea information, support, and
management tools
• Engagement: log and track flare
ups, view relevant news and get a
discount on Finacea. Integration
with Weather Network means app
changes color based on triggers for
condition (temperature, humidity,
wind speed)
• Result: thousands of downloads,
endorsement by National Rosacea
Society
CONNECTION IS ALL THAT COUNTS® 19
21. Enrollment and Communication
Relevance
Enrollment Communication
Promotional SMS
Permission
Informational Management MMS
Push
Transactional
Notifications
Personalization
CONNECTION IS ALL THAT COUNTS® 21
22. Promotional Enrollment + SMS
Limited Secret Savings Club
• Enrolment: text, scan or
visit the mobile optimized
site to sign up for 10% off all
purchases
• Communication: account
balances, request rewards,
recent transactions,
program information
• Relationship: mobile
messaging reinforces the
exclusive nature of the
program
• Result: 50,000 customer
sign ups in the first 48 hours
CONNECTION IS ALL THAT COUNTS® 22
23. Informational Enrollment + SMS
Ontario Lottery Alerts
• Enrolment: SMS keyword or full
registration online through web
and mobile web
• Communication: winning
numbers and jackpot alerts by
SMS
• Relationship: site enables
players to register, select alert
preferences and modify
preferences as needed
• Result: Enrolment has
increased 300% in past year
CONNECTION IS ALL THAT COUNTS® 23
24. Promotional Enrollment + SMS
MGD Nothing To Hide Ride
• Enrolment: promotional; enter to win a
Harley and opt in to program alerts for
more chances to win
• Communication: SMS alerts when
consumer passes by retail location
• Relationship: surprise and delight (with
careful management of business rules!)
• Result: 38% of consumers who were
prompted to share their location did
CONNECTION IS ALL THAT COUNTS® 24
25. Promotional Enrollment + MMS
Corona MMS Alerts
• Enrolment: part of the
Insider database with
250K members across
portfolio of brands
• Communication: picture
message (MMS) with
limited time offer
• Relationship: value
added messaging is part
of larger communication
strategy with exclusive
offers and promotions
• Result: 46.5% click
through rate
CONNECTION IS ALL THAT COUNTS® 25
26. Informational Enrollment + Push Notifications
Dominion of Canada
• Enrolment: Mobile app for one of Canada’s
largest auto and property insurers
• Communication: Push notifications from
central CMS tool for timely reminders and
information alerts; branding for individual broker
• Relationship: infrequent but helpful info
• Result: recent launch across all platforms
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28. Mobile Role in Amplification
Making Mobile Social Making Social Mobile
Generating sharable mobile content
(check ins, in venue experiences)
Mobile interfaces
(eg Facebook apps)
Offering sharing functionality
Dynamic location integration
(eg who is nearby)
Leveraging contacts as a social network
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29. Making Mobile Social
Sony Reader Mobile Coupon
• Campaign: Mobile coupon for
$25 off a Sony Reader; text
READER to get a PIN to
redeem at sonystyle.ca
• Amplification: Ability to share
coupon with friends by replying
with FACEBOOK; directed to
mobile page to verify
credentials, then newsfeed is
populated with message
encouraging others to get their
own coupon by texting SONY
• Results: more viral coupons
delivered than from initial media
response; 40% redemption
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30. Making Mobile Social
Purina Cinema Polls
• Campaign: OOH campaign to
build awareness for online
community pawsway.ca
offered real time voting on pet
related polls
• Amplification: encouraged
users to share the vote
question via Facebook, Twitter
or SMS
• Results: over 7% of
participants chose to share
the questions
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31. Making Social Mobile
Molson Canadian Seize The Summer
• Campaign: pillar promotion to
support Made From Canada
positioning by tying the brand to
definitive Canadian summer
experiences; players earn badges for
doing and sharing various actions
• Amplification: multiplatform mobile
app with same look and feel as
campaign experience online, one of
the first to create extended two-way
integration with Facebook
• Results: 20% of campaign
engagement driven through mobile;
MMA Award finalist for Best Use of
Mobile Marketing – Promotion
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32. Mobile Role in Transaction
Physical Goods Digital Goods
Mobile Shopping Assistant
Drive to retail
Service and information in store
POS Mitigating the “showroom” problem
Mobile Loyalty
Drive return visits
Payment Reward and incent
Mobile POS
Phone as payment processing device
(eg Square, Paypal)
Mobile Commerce
Mobile Content
Tickets
Payment Mobile Shopping Environment Apps
Advertising as storefront (eg Tesco) Donations
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33. Mobile Commerce
Live Nation Wireless Box Office
• Program: Wireless Box
Office, North America’s first
fully transactional mobile
ticketing solution
• Transaction: Mobile
commerce: browse,
purchase (by credit card),
download and redeem all
from the mobile phone
• Result: Mobile Marketing
Association Award for
North America’s top multi-
mobile channel program
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34. Mobile Commerce
Red Cross Mobile Donations
• Program: Mobile giving
program for non-profits such as
the Red Cross creates
infrastructure for ongoing
donations through wireless
carrier billing relationship
• Transaction: Mobile
commerce; text in to offer
donation then reply to confirm,
$5 or $10 added to wireless bill
• Result: New channel for point-
of-emotion fundraising, program
has been rolled out across
hundreds of charities
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35. Thank You!
Mike Brown
VP Business Development, Mobile
mbrown@olson.com
twitter @michaelkbrown
linkedin.com/in/anothermikebrown