The document discusses how mobile marketing is no longer optional for driving sales, engagement, and loyalty. It provides an overview of key findings from interviews with over three dozen marketers, including that mobile bridges distances and generations, and meat-and-potatoes tactics often prove most effective. The document also examines changes in consumer behavior driven by the rise of mobile technologies and ubiquitous connectivity, such as the evolution of media consumption and shopping patterns to be more interactive and integrated across devices.

1. Driving
Sales,
Engagement,
and
Loyalty
Through
Mobile
Marke;ng
Jeff
Hasen,
Mobiviy
Michael
Becker,
Somo

2. Your
Instructors
• Jeff
Hasen,
Chief
Marke;ng
Officer,
Mobivity,
and
Author
– @je.asen
• Michael
Becker,
Market
Development
&
Strategic
Advisor,
North
America,
SOMO,
and
Author
– @mobiledirect
2

3. Our
Road
Ahead
• Part
1:
Mobile:
No
Longer
A
Nice-­‐To-­‐Have
In
Your
Marke;ng
Mix
• Part
2:
Going
Beyond
The
Shiny
Objects:
A
Ver;cal
Market
Cross-­‐Sec;on
of
What
Works
and
Does
Not
Work
• Part
3:
GeVng
It
Done:
A
How-­‐To
Map
to
Mobile
Marke;ng
Success

4. PART
1
Mobile:
No
Longer
A
Nice-­‐To-­‐Have
In
Your
Marke;ng
Mix
4

5. Why
Mobile
–
high-­‐level
overview
of
opportunity
5

6. Consider
All
That
You
Can
Imagine
• Take
a
trip
to
a
faraway
land

7. Fleet-­‐Footed
Wieners
• Run,
Tito,
run

8. Flying
Children
• Away
they
go

9. Cashing
In(Bound)
• Dollars
from
heaven

10. Mobile
Pixie
Dust
• Magic
apps
• Cash-­‐removing
wallets

11. Sell
More
Stuff
• Everything
has
changed
• Nothing
has
changed

12. Winds
Blowing
In
New
Era
• Time-­‐crunched
society
• You
can’t
fish
where
the
fish
were

13. Life
of
a
Marketer
• Not
enough
;me
• Belief
that
safe
won’t
get
you
fired
• Silos
• Management
enthralled
with
shiny
objects

14. Life
of
a
Mobile
Subscriber
• Connected
24/7
• Researching,
interac;ng,
shopping
with
device
• Expec;ng
brands
to
meet
them
on
mobile

15. The
Technology
Divide
Is
Shrinking
• Nearly
40
percent
of
55-­‐64
year
olds
have
a
smartphone
(Pew)
• Number
of
seniors
on
Web
has
increased
average
of
16%
each
year
for
last
decade
(Nielsen)

16. The
Two
Need
To
Meet
• Complementary
needs

17. It’s
Why
I
Wrote
Mobilized
MarkeOng
• Learn
from
three
dozen
marketers
• Find
out
how
to
go
where
the
fish
are
• Catch
more
fish

18. Key
Findings
• Mobile
is
no
longer
a
“nice
to
have”
• “Meat
and
potatoes”
ohen
feed
the
hungry
salespeople
• What
works
in
one
region
won’t
necessarily
work
in
another

19. Key
Findings
• Mobile
bridges
distance
and
genera;on
• Marketers
can’t
afford
to
wait
un;l
everything
in
mobile
is
perfect

20. Key
Findings
• If
you
aren’t
going
to
do
mobile,
can
you
say
the
same
about
your
compe;tor?

21. The
Passive
Has
Become
InteracOve
• Interact
to
sell
more
• Give
consumers
choice

22. “You
Can’t
Move
A
Mall”
• Shoppers
increasingly
choose
on
ameni;es
like
clean
bathrooms,
WiFi,
and
interac;vity
via
mobile

23. 34
Cars
Sold
In
One
Day
• Combina;on
of
tradi;onal
media
and
mobile
• Dollars
worked
harder

24. Advice
From
Marketers
• Find
the
;me
• Be
brave
• Give
your
target
choice

25. Advice
From
Marketers
• Don’t
bet
it
all
• Don’t
forget
feature
phone
users
• Don’t
put
mobile
on
an
island

26. Consumer
Behavior
and
Interest
An
Evolu;onary
Trend
Not
to
be
Ignored
26

27. Understanding
Change
Banking
Credit
Insurance
Computers
Watch
Internet
Camera
Mobile
Telecoms
Mapping
Advertising
Print
Music
Broadcast
Theory by Tomi T Ahonen 2002-2013
Social Media
Gaming

28. 7,094,284,785
People
Source:
hlp://www.census.gov/popula;on/interna;onal/data/idb/worldpopinfo.php,
June
2013
2

29. And
we’re
increasingly
connected
3,250,000,000
Unique
Mobile
Users
(7.4B
mobile
connecTons,
12.5b
connected
devices,
50b
connected
to
the
Internet)
Source:
hlps://gsmaintelligence.com/,
Cisco
2013
3

30. Mobile
Malers
The U.S. Consumer
88.8%
own
a
mobile
device
20%
of
their
media
Tme
spent
in
mobile
60%
own
a
smartphone,
and:
Search:
95%
have
searched
for
local
info
Shop:
84%
use
phones
in
a
physical
store
Spend:
Mobile
influences
17~21%
of
all
U.S.
retail
commerce
Source: Prosper Insights, 2013, Deloitte,2 012)
30

31. We’re
never
far
away
31

32. <
32

33. By
2020
13,311,666,640,184,600
devices
connected
to
the
Internet)
Source:
Cisco
2013
33

34. MOBILE
HAS
CAUSED
AND
ENABLED
AN
IRREVOCABLE
CHANGE
IN
CONSUMER
BEHAVIOR
There is a seismic change in
consumer behavior that is
linked to technology such as
social and mobile platforms.”
Howard Schultz, Starbucks CEO
Jan 2013, NRF Convention & Expo
4

35. Media
Has
Evolved
35

36. This
is
really
happening
36

37. Media
consumpTon
has
Source:
Navigating the new multi-screen world: Insights show how consumers use different devices together - Google Mobile Ads Blog. (n.d.).
Retrieved September 19, 2012, from http://googlemobileads.blogspot.mx/2012/08/navigating-new-multi-screen-world.html?utm_source=Blog
+subscribers&utm_campaign=f9f8a74760-RSS_EMAIL_CAMPAIGN&utm_medium=email
14

38. Nature
of
Media
Has
Evolved
38

39. Text
Message
STll
Significant
39

40. We
love
to
text
40

41. Email
has
Evolved
Source:
Return
Path,
2012
41

42. Source:
hbp://blogs.denverpost.com/opinion/2013/08/09/cartoons-­‐of-­‐the-­‐day-­‐back-­‐to-­‐school/41207/
42

43. TIme
of
Day
Malers
Source: Google,
2012;
comScore: Share of Browser-Based Page Traffic by Hour for Computer, Smartphone and
Tablet Platforms. comScore Device Essentials, U.S., Monday, Jan. 21, 2013
43

44. 44

45. Social
Media
&
Neworking
U.S. consumer spends an average of 2 hours and 38 minutes per day on smartphones and tablets. 80% of
that time (2 hours and 7 minutes), 24% in Facebook & social networking
Source:
h*p://blog.flurry.com/bid/95723/Flurry-­‐Five-­‐Year-­‐Report-­‐It-­‐s-­‐an-­‐App-­‐World-­‐The-­‐Web-­‐Just-­‐Lives-­‐in-­‐It
45

46. Search
Has
19
Source: Google (2013). “How
Mobile
Is
Transforming
the
Shopping
Experience
in
Stores”

47. 4
million
mobile
transacKon/per
week
10%
of
U.S.
Revenues
Source:
Noah
Elkin
and
Rachel
Pasqua,
2013,
Mobile
Commerce
Daily,
2013

48. Shopping
has
Evolved
48

49. Mobile
User
Various
Throughout
the
Path-­‐to-­‐Purchase
17%
21%
37%
5%
14%
8%
11%
64%
44%
Gas/Convenience
Banking
&
Finance
At
the
Start
All
the
Way
Through
23%
11%
9%
16%
17%
52%
51%
Retail
Insurance
In
the
Middle
At
the
End
Source:
Nielsen
and
xAd,
2013
Ques;ons
used:
CQ39A/B/C/D:
When
visi;ng
the
<CATEGORY>,
at
what
part
of
the
research
process
did
you
use
your
<DEVICE>?

50. But
what
does
this
all
mean?
13

51. Mobile
Impacts
Sales
“Those
that
have
our
app
make
twice
as
many
trips
to
the
store
and
are
spending
40%
more.
“
Wanda
Young,
Vice
President,
Media
and
Digital
MarkeTng,
Walmart
MMA
SM2,
September
2103
51

52. Not
just
consumer
change
It’s wave of change that has potential to invigorate business of all types and all sizes.
Source:
Noah
Elkin
and
Rachel
Pasqua

53. PayPal
Beacon
• Any
store
running
Point-­‐
of-­‐Sale
systems
compa;ble
with
PayPal,
including
53

54. If
an
eight-­‐year
old
can
do
it
54

55. If
an
eight-­‐year
old
can
do
it
55

56. Mobile’s
ImpacTng
Every
Industry
Banking
60%
Credit
Insurance
Computers
60%
60%
Watch
Internet
Camera
Mobile
90%
Telecoms
85%
Mapping
Advertising
Print
Music
Broadcast
The aggregate value of all
these industries in 2012:
6 Trillion dollars
Social Media
50%
Theory by Tomi T Ahonen 2002-2013
Gaming
35%
35%

57. •
•
•
•
•
Some
Nuances
Ethnicity
Loca;on/Geography
Time
and
loca;on
of
engagement
Device
ownership
Transparency
57

58. Consumers
Use
MulTple
Devices
58

59. Demo
(Age,
Income...)
Malers
Source:
Business
Insider
2013
59

60. Ethnicity
Mabers
Lopez, Mark Hugo, Gonzalez-Barrera, Ana, & Patten, Eileen. (2013). Closing the Digital Divide: Latinos and Technology
Adoption | Pew Hispanic Center. Online: PewResearch Hispanic Trends Project. Retrieved from http://
www.pewhispanic.org/2013/03/07/closing-the-digital-divide-latinos-and-technology-adoption/
60

61. Device
Malers
Source: Mobile Path to Purchase. (2013). Retrieved September 2,
2013, from http://www.mobilepathtopurchase.com/
61

62. Local
Malers
40%~43%
of
consumers
prefer
loca;on
relevant
in-­‐app
mobile
ads
Source: Experian, 2013; Forrester, 2012
62

63. Consumers
worry
about
their
data
63

64. SimilariTes,
Differences
In
Device
Types
64

65. The
QuesOons
We’ll
Tackle
• What
are
the
best
use
cases
involving
feature
phones?
• What
about
smartphones?
• Do
you
need
both
a
tablet
and
smartphone
strategy?
• What
the
heck
is
a
phablet
and
should
you
care?

66. The
QuesOons
We’ll
Tackle
• Does
one
device
more
than
another
lead
to
sales?
• What
is
responsive
design
and
is
it
the
answer
for
you?
• What
are
some
of
the
best
pracTces
for
marrying
each
device
type
with
other
markeTng
components?

67. Best
Use
Cases
Involving
Feature
Phones
• The
forgolen
bunch
could
be
valuable
to
you
• Inclusive
programs
never
ignore
the
more
than
100
million
who
carry
less
sophis;cated
devices

68. Coca
Cola
Moves
To
Mobile
• 70
percent
of
Coke’s
mobile
dollars
are
spent
on
proven
channels
• The
Olympics
are
all
about
inclusiveness

69. The
Program’s
Elements
• Music,
sports
and
mobile
• SMS
provided
alerts,
links,
a
way
to
engage
• 13-­‐17
year
olds
were
the
most
ac;ve
–
a
gold
medal
performance
for
Coca
Cola

70. Is
A
Feature
Phone
Program
Right
For
You?
• Depends
on
your
target
audience
• Does
it
fit
in
with
your
brand?

71. Best
Use
Cases
Involving
Smartphones
• More
than
half
now
carry
sophis;cated
devices
• Experiences
and
expecta;ons
have
reached
new
heights

72. “True
Blood”
Takes
Over
Screen
• Immersive,
break-­‐through
execu;on
got
no;ced
and
discussed
• Viewership
went
way
up

73. Should
You
Market
Via
Smartphones?
• Depends
on
whether
your
audience
carries
them
• Does
it
fit
in
with
your
brand?

74. Do
You
Need
Phone
Strategy,
Tablet
Strategy
or
Both?
• Factors
include
target’s
device
usage,
poten;al
for
overlap,
dollar
available

75. Macy’s
Buys
Into
Employing
Both
• Efforts
account
for
different
users,
day
parts,
behaviors
• Retailer
is
all
about
choice
for
customers

76. Is
Using
Tablets
and
Phones
Right
• One
size
does
not
fit
all
• Depends
on
many
factors,
including
where
target
audience
spends
its
;me

77. What’s
A
Phablet
&
Should
You
• Devices
with
screen
between
5
and
7
inches
• Users
consume
content,
but
also
create
it

78. Phabet
Use
Cases
• Those
who
market
with
lots
of
text
in
ads
• Others
who
seek
heavier
interac;on
with
content
than
what
a
smartphone
can
provide

79. Are
Devices
Equal
In
Pushing
Sales?
• Simply,
the
answer
is
no
• Feature
phones
are
the
least
effec;ve,
tablets
are
the
most
effec;ve

80. Analyzing
Shopper
Behaviors
• Users
spend
more
;me
with
tablets
–
and
spend
more
money
• Larger
screen
gives
consumers
more
of
a
view
before
they
buy

81. Factors
To
Consider
• Your
customers
and
prospects
must
use
tablets
for
the
choice
to
make
sense
• Can
you
deliver
on
the
expecta;ons
that
come
from
tablet
owners?

82. Is
Responsive
Design
Clear
Answer?
• Idea
is
to
provide
an
op;mal
web
viewing
experience
• In
the
best
of
cases,
one
builds
once
and
deploys
over
all
web
experiences

83. Best
PracOces
In
Marrying
Mobile
• Mobile
doesn’t
sit
on
an
island
• Successful
programs
leverage
dollars
already
being
spent

84. How
To
Pull
It
Off
• Mobile
gets
a
seat
at
the
concep;on
phase
• Consider
mobile
adver;sing
as
an
igniter

85. IntegraTng
mobile
in
markeTng
mix
85

86. MISR
image
of
the
Central
Amazon

87. Mobile
Is
The
Heart
of
Evolu;onary
Change
Messaging
Browsing
Downloading
Calling
Digital
markeOng
TradiOonal
markeOng
(AdverKsing,
LocaKon,
Commerce,
Cloud,
Data)
Mobile is pulling these forces of marketing together

88. Mobiles…enabling
a
vast
range
of
Source:
ABInBev
(2013).
“The
Power
of
Mobile
InnovaKon
for
Brands”
34

89. The
mobile
media
paths…consider
Apps
We
Search
Social media
Emai
l
b
Personal
How can we
tailor the experience
to you?
The
Home
Depot
Approach
Adaptive
How can we tailor the
experience to where you
are and what you need?
Valuable
How can we
add value to your
experience?
Adv
e
rtis
ing

90. It
is
About
Engagement:
Two
Sides
Mobile Advertising
Marketer Initiated
Engagement
(Contextual)
Mobile-enabled
Traditional Media
Indirect Engagement
Consumer Initiated
Direct Engagement
90

91. Index
of
Mobile
MarkeTng
Services
•
Mobile
Adver;sing
–
–
Display
–
Search
–
Rich
Media
–
•
Text
Video/Interac;ve
Video
Mobile
Presence
–
–
•
Mobile
Web
(tradi;onal/responsive)
Mobile
App
Mobile
Messaging
–
Text
–
Mul;media
–
Email
–
Push
(in
app)
–
Bluecas;ng
Mobile
Payments
Proximity
Payments
Mobile
Commerce
Scanning/Viewing
Response
Codes
Augmented
Reality
Nearfield
CommunicaKons
RFID
Tagging
Enhancements
LocaKon
Data
Loyalty
Social
Augmented
reality
CRM
Content
AnalyKcs
&
measurement
91

92. High-­‐level
Warning
92

93. “Your
Free
Mobile
SEO
Trial
is
Over”
“…we
plan
to
roll
out
several
ranking
changes
in
the
near
future
that
address
sites
that
are
misconfigured
for
smartphone
users.”

94. Fortune
100
Mobile
Recap

95. 94%
Face
Mobile
Ranking
Risks

96. Elias St. Elmo Lewis
1889
Elias
St.
Elmo
Lewis
March
23,
1872–March
18,
1948
27

97. 29

98. 32

99. So Toys ‘R Us developed a strategy
Delivery of a SEAMLESS Shopping Experience Across All Fulfillment Channels
that Maximizes the VALUE of EVERY Customer Interaction
“Order from Anywhere, Fulfill from Anywhere”
Omnichannel
Source:
Milton
(2012).
“Before
Omnichannel
retailing,
Toys
‘R
Us
was
like
many
other
companies…”
MMA
Forum
New
York.
Mobile
Marke;ng
Assoca;on.

100. 30

101. The
Funnel
Has
Evolved
Mobile
Marke;ng
[ { } ]
Upper
Funnel
Awareness
Lower
Funnel
Preference
ConsideraKon
Loyalty
TransacKon
Social/
Advocacy
Support
Mobile
Commerce
Window
One
to
Many
(the
Marketer)
One
to
Many
(The
Consumer)
One
to
One
(marketer
&
consumer)
28

102. Starbucks
customer
DIGITAL
TOUCHPOINTS
Opt-­‐in
Augmented
reality
App
promo
mobile
adverOsing
QR
codes
ENGAGEMENT
AWARENESS
tradiOonal
adverOsing
acOvaOon
Print
OFFLINE
TOUCHPOINTS
Social
integraKon
Mobile
Coupons
sponsorship
acOvaOon
consumer
promoOon
acOvaOon
Signage
Mobile
wallet
TRANSACTION
mobile
incenOves
&
coupons
In-­‐store
LOYALTY
in-­‐store
mobile
markeOng
mobile
database
markeOng
VIP/rewards
program
Rewards
Source:
Vibes,
2012
102

103. Media
Examples
103

104. Recommended
opTmized
share
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)
Mobile
ad
units
included:
Ads
in
Mobile
Web
(Display
Ads),
Ads
in
Apps,
Mobile
Video
Ads,
Mobile
Games
Ads,
Mobile
Social,
Tablets

105. The
Dollars
Are
Following
the
Consumer
By 2017 mobile will account for 16% for all U.S. Ad Spending,
over 50% of digital ad spending
105

106. 106

107. Dollars
Going
Local
• 91%
of
Brand
Execu;ves
plan
to
increase
their
investments
in
loca;on-­‐based
marke;ng
campaigns
in
2013.
107

108. SEARCH
DOMINATES
AS
OTHER
FORMATS
GROW
Source:
BIA
Kelsey,
2013
108

109. Spending
Type
Varies
by
Medium
&
Region
109

110. Case
study:
Roaming
geo-­‐fence
OBJECTIVE
Drops
Increase
purchases
of
Halls
Cough
SOLUTION
Geo-­‐fence
pharmacy
and
retail
locaKons
in
“high
flu
index”
areas
using
a
CDC
data
feed.
(A/B
test
included
naKonal
and
localized
Roaming
geo-­‐fence
campaigns)
RESULTS
62.5%
3.5%
Higher
CTR
in
campaign
using
a
roaming
geo-­‐fence
Lik
in
purchase
intent
110

111. Ad
IncenTvized
111

112. Expanding
Media
1
2
3

113. Feature Icons are
highlighted with a
Description once you
tap
on it.
You can drag and
drop
Feature Icons into the
Saved Features Bar
at the bottom.
Timer appears at top
of
Frame once game
starts.
4
18
5
Somo Copyright & Confidential
6

114. You can swipe or tap
on the white arrow
buttons in
mid-frame to enter the
next
room.
7
19
8
9
Somo Copyright & Confidential

115. 10
20
11
Somo Copyright & Confidential

116. AUDI A3
INNOVATIVE INTERACTIVE MEDIA
§
OBJECTIVE – engage users in the new A3 interior and
convert users to test drive
§
Interactive media ad to allow users to experience
every inch of the A3 interior
§
High levels of engagement and conversion:
§
Engagements: 15,054
§
Test Drives: 1,136
§
7.5% conversion to test drive
116

117. Rich
Media
h*ps://dl.dropboxusercontent.com/u/23192908/NaKonalUniv/Week2/97811923.mp4
117

118. Home
Screen
118

119. NaTve
AdverTsing
Source:
Sharethrough
(2013)
119

120. Mobile
Throughout
the
Journey
120

121. Text
Ads
For
more
Info
contact:
Chris
Wayman
at
Merkle
(cwayman@merkleinc.com)
121

122. FunMobility's
Mobile
Coupons
122

123. SMS
Traffic
GeneraTon
Business:
3
Dairy
Queen
restaurants.
Challenge:
Boost
store
traffic
Idea:
Leverage
“NaKonal
Cheeseburger
Day”,
September
18,
send
text
to
1,482
subscribers
in
loyalty
database
“It’s National Cheeseburger Day! Sink
Your Teeth into .99 Cent
Cheeseburgers @ Dairy Queen
{STORE LOCATION} until 8pm
Tonight/No Limit/Show Text –
FWD-2-Friends!”
Result:
24
Hours,
one
store
saw
483%
inc.
in
traffic,
106
add’l
customers.
Source: Lawrence, Rebecca. (10/72013). Mobile marketing Dairy Queen SMS
campaign - Mobile Commerce Press | Mobile Commerce Press. Mobile Commerce
Press, p. Featured News. Online.
123

124. Samsung
Poster
h*p://www.youtube.com/watch?v=vjq5GNiIBDY
124

125. Hijack
the
guest
125

126. Guinness
Hidden
QR
• Guinness
introduced
promoTonal
glasses
with
hidden
QR
codes.
The
QR
codes
would
not
be
visible
unTl
beer
is
poured
into
the
glass,
then
the
QR
codes
would
appear
• The
QR
codes
led
to
various
Guinness
mobile
websites,
promoTons,
games
and
info
about
the
beer
• If
other
beer
(more
yellow
in
color)
used
in
same
glass,
the
QR
code
won't
show
• Ad
concept
by
BBDO
New
York
• Source:
Ads
of
the
World
30
April
2012

127. Bring
the
product
to
the
customer
127

128. Bos
Icetea
Sampling
through
Tweet
128

129. US:
Shazaming
TV
Commercials
•
•
•
•
•
•
•
Featured
music
–
Shazam
has
leveraged
its
rich
music
history
and
its
20+
million
track
database
to
idenTfy
the
music
featured
in
whatever
people
are
watching
Cast
informaTon
–
the
app
will
list
the
cast
featured
in
the
program,
guest
stars,
as
well
as
other
shows
they’ve
been
in
Trivia
–
fans
can
learn
more
about
their
favorite
program
and
even
read
about
the
occasional
goofs
with
the
trivia
feature
in
the
app
Celebrity
buzz
–
gives
fans
all
the
latest
gossip
about
the
show
and
the
stars
in
it
Social
sharing
–
live
Twiber
feeds
as
well
as
commenTng
in
the
app
makes
it
fun
to
talk
with
your
friends
about
what
you’re
watching
More
informaTon
–
convenient
links
to
show-­‐
related
informaTon
at
IMDB,
Wikipedia,
and
the
official
site
for
the
show.
129

130. AXE
Call
Me
-­‐
Singapore
h*p://www.youtube.com/watch?v=a2sFeESB5ZY
AXE direct response
760 million interactions from 35 million users
300% increase in Axe sales
130

131. Triggering
Engagement
with
**
ß
131

132. Make
is
Locally
Relevant
132

133. Every
Surface
Opp.
for
Ad
h*p://www.youtube.com/watch?v=HAQh-­‐_nFH-­‐s
133

134. Hyper-­‐local
Engagement/Offers
BLE
4.0
Source:
hbp://www.swirl.com/plazorm.html
134

135. Taking
The
Store
to
Consumers
The future of mobile is here.

136. Consider
the
story
and
point
engagement
Amazon Launches Mayday For Its New Kindle Fire Tablets
136

137. Making
a
difference
hbp://www.youtube.com/watch?v=VS3ThxPrlVo
137

138. Mobile
Every
surface
is
media
Every
surface
“can
be”
interac;ve
Every
moment
is
a
;me
to
exchange
value
138

139. PART
2
Going
Beyond
The
Shiny
Objects:
A
Ver;cal
Market
Cross-­‐Sec;on
of
What
Works
and
Does
139

140. Products
and
Services
140

141. Group Discussion
Where do you fit in
the ecosystem?
MKT 652 Advanced
Mobile Marketing Strategies
Michael.Becker@natuniv.edu

142. Index
of
Mobile
MarkeTng
Building
Blocks
•
Mobile
Adver;sing
–
–
Display
–
Search
–
Rich
Media
–
•
Text
Video/Interac;ve
Video
Mobile
Presence
–
–
•
Mobile
Web
(tradi;onal/responsive)
Mobile
App
Mobile
Messaging
–
Text
–
Mul;media
–
Email
–
Push
(in
app)
–
Bluecas;ng
Mobile
Payments
Proximity
Payments
Mobile
Commerce
Scanning/Viewing
Response
Codes
Augmented
Reality
Nearfield
CommunicaKons
RFID
Tagging
Enhancements
LocaKon
Data
Loyalty
Social
Augmented
reality
CRM
Content
AnalyKcs
&
measurement
142

143. The
Big
Secret
• View
from
the
consumer’s
prospec;ve
(Health,
Death,
Work,
Money,
Tax,
Sex,
Religion)
• In
many
countries
mobile
is
a
fundamental
tool
for
life
143

144. Health
Product
ValidaKon
(17
African
Countries)
Health
Death
Work
Money
Tax
Source: 2012, http://mobihealthnews.com/18348/sproxil-deal-offers-free-mobile-drug-authenticationin-17-african-countries/
Sex
Religion

145. Health
75%
use
phone
on
toilet
(24%
make
calls)
Health
Death
Work
Money
Tax
Source: http://www.digitalspy.co.uk/fun/news/a464219/75-percent-of-people-use-their-phone-onthe-toilet.html
Sex
Religion
145

146. Living
Headstones
Health
Death
Work
Money
Source: http://www.prepaidinsurance.co.za/
Tax
Sex
Religion

147. 20% of UPS hires apply via
a mobile device
30% of LinkedIn Job vies
from mobile
Health
Death
Work
Money
hlp://blog.resumebear.com/mobile-­‐recrui;ng/mobile-­‐recruitment-­‐trends/
Tax
Sex
Religion

148. 15
million
bank
accounts
in
6
years
Health
Death
Work
Source:
hlp://www.bdlive.co.za/africa/africanbusiness/2013/04/29/m-­‐pesa-­‐
phenomenon-­‐taken-­‐a-­‐step-­‐further
Money
Tax
Sex
Religion

149. File
your
taxes
(Norway,
via
SMS
since
2004)
Health
Death
Work
Money
Tax
Sex
Religion

150. Health
Death
Source: 2013 Mobile Con­sumer Habits study
Work
Money
Tax
Sex
Religion

151. Health
Death
Work
Source: 2008 http://www.condomcondom.org/
Money
Tax
Sex
Religion

152. 152

153. Confession
Health
Death
Work
Money
Tax
Sex
Religion

154. Emerging
Technologies
154

155. Myriad
of
Devices
• Feature
Phones
• STll
the
standard
in
many
developing
countries
• Smartphones
• Outpacing
in
adopTon

156. More
Tablets
and
Connected

157. Mobile
Wallet
• Money
be
gone
by
Tuesday?

158. Payment
Devices
• Text
here

159. Mobile
Wallet
Ecosystem
•
Mobile
devices
at
POS
•
Coupons
•
Loyalty
•
Signature
•
AuthenTcaTon
•
Access
control.
Physical
or
digital
mCommerce
mPayment
•
Proximity
Payment
/
NFC
•
Remote
Payment
mIden*ty
mBanking
•
Bill
Payment
• Cash
In/Out
•
Content
related
informaTon
•
Account
informaTon

160. Starbucks
Leads
Way

161. Augmented
Reality
• A
camera
enhanced
view
where
Data/
Informa;on
is
layered
on
top
of
the
real
physical
world/physical
objects
providing
rich
informa;on,
context,
entertainment,
promo;ons,
offers...
Anything.

163. Augmented
Reality:
How
It
Works
ENGINE
This
is
the
sohware
which
drives
the
experience
and
can
be
deployed
online
or
on
a
local
computer
(as
in
the
case
of
events
or
in-­‐
store
displays).
CAMERA
The
camera
is
used
to
capture
the
user’s
world
and
determine
the
placement
of
the
anima;on.
The
camera
can
be
a
web
cam,
a
video
camera,
or
a
mobile
phone
camera.
DISPLAY
The
magic
of
AR
happens
only
when
it
has
somewhere
to
be
displayed.
It
is
the
combina;on
of
the
AR
anima;on
and
what
the
camera
sees
which
makes
AR
different
than
any
other
flat
digital
experience.
The
display
could
be
your
laptop
screen,
a
kiosk,
or
a
mobile
phone
display
TRIGGER
In
most
cases
(but
not
all)
the
trigger
is
held
in
front
of
the
camera,
which
then
recognizes
the
image
and
launches
the
AR
anima;on,
which
is
then
displayed
on
the
display.
There
are
a
wide
variety
of
triggers
but
all
are
required
to
launch
the
AR
program.
Triggers
can
be
anything
from
a
physical
object,
to
a
face
(facial
recogni;on),
to
a
magazine
ad,
to
even
shapes
and
GPS
coordinates.

164. Wearables

165. Smartwatches
• Dick
Tracy
wore
one
in
the
1940s
• For
some,
complementary
to
other
wireless
tech

166. More
Connected
Devices
• Refrigerators
• Thermostats

167. Source:
hbp://www.unikey.com
(May
2013)
167

168. Science
of
Pouring
a
Drink
168

170. Some
sensors
will
be
external
abachments
…
iBGStar
combines
a
glucometer
and
an
iPhone
app
to
provide
health
services
for
diabetes
management
iBreath
Breathalyzer
(ethanol
sensor)
Source:
AMFitzgerald
&
Associates
Source:
Adapted
from
“Going
on
the
Offensive
Against
Showrooming:
Leveraging
Mobile
to
Drive
Store
Analy;cs,
Traffic,
Engagement
and
.
Commerce.”
Mobile
Marke;ng
Assoca;on.
June
2012
170

171. Others
will
transmit
informaTon
wirelessly
CardioMEMS:
Aneurysm
Pressure
Sensor
Sensimed
Triggerfish
IOP
monitor
Aorta
stent
grak
monitoring,
FDA-­‐
approved
Source:
AM
Fitzgerald
Associates
Source:
CardioMEMS;
www.cardiomems.com
Source:
www.sensimed.com
Source:
Adapted
from
“Going
on
the
Offensive
Against
Showrooming:
Leveraging
Mobile
to
Drive
Store
Analy;cs,
Traffic,
Engagement
and
.
Commerce.”
Mobile
Marke;ng
Assoca;on.
June
2012
171

172. Ford
OpenXC
172

173. Connect
with
Present:
Digital
Taboos
Source:
hbp://www.slashgear.com/whats-­‐inside-­‐motorolas-­‐digital-­‐taboo-­‐31284412/
173

177. Social
Home
2.0
177

178. Best
PracTces
&
RegulaTons
178

179. Understanding The age of the

180. Best
PracTces
180

181. Pick
the
right
media
for
the
opportunity
Source:
Sumotext
(2013)
181

182. Knowledge
•
•
•
•
•
Know
your
objec;ves
Know
your
customer
Know
your
intent
-­‐
being
of
service
Know
your
plan
Share
your
plan
182

183. Consider
Your
ObjecTves
183

184. Mobile
AdverTsing
184

185. Media Formats
Consider:
Incentivzed vs.
Non-incentiveze
185

186. IMPACTING
APP
RANK
POSITION
WITH
PAID
MEDIA
The
app
store
ranking
algorithm
is
mainly
driven
by
2
factors:
Volume
of
Velocity
of
Increased
High
Quality
of
user
The
final
media
mix
will
be
dependent
on
the
specific
targets
of
the
campaign
Available
media
includes:
Targeted
Display
Cost
per
installs
IncenKvised/App
of
the
day
Low
TARGETED
PAID
CPC
/
CPM
COST
PER
INSTALL
INCENTIVISED
/
APP
OF
THE
DAY
High
Low
186
Volume
of
downloads
Paid
media
can
be
uKlised
to
drive
both
volume
and
velocity
of
installs

187. Mobile
Web
•
•
•
•
•
Review
your
web
logs,
see
how
is
visi;ng
Look
for
insight
everywhere
Responsive
design
Integrate,
monitor
&
react
to
analy;cs
Adjust
your
value
proposi;on,
content
offering
187

188. Mobile
Apps
• Stay
focuses,
provide
u;lity
and
be
entertaining
• Select
the
right
pla~orm
for
your
customers
• If
possible,
build
to
the
OS
don’t
just
port
• Adver;sing
your
app
• Instal
is
the
first
step,
think
engagement
188

189. Messaging
•
•
•
•
Get
an
opt-­‐in
Consider
;ming
of
messages
Make
sure
content
is
relevant
Consider
frequency
189

190. Push
NoTficaTons
•
Push
is
a
permission-­‐based
channel
•
Seven
rules
– Preferences:
fits
into
ever-­‐changing
schedules
– Provide
relevant
message
– Enable
personalizaKon
– Stay
consistent
with
you
brand
– Provide
entertaining
&
engaging
experience
– ConKnuously
improve
– Leverage
context
190

191. TesTng
Test
SEO
191

192. RegulaTons
192

193. The
Balancing
Act
Consumer
Advocates
Government
Consumer
ExpectaKon/SaKsfacKon
Industry
193

194. The
Basic
Tenants
In
The
Engagement
World
•
•
•
•
•
No;ce
Transparency
Choice
Control
Security
194

195. Pieces
to
The
Puzzle
Government
LegislaTon
&
Policy
Focus:
DirecTonal
instrucTons
&
industry
self-­‐regulaTons
Deliverable:
Published
document
and/or
tools
Ind
u st
ry
Se
lf-­‐r
eg
ula
Ko
n
Standards
Best
PracKces
&
Guidelines
DefiniKons,
Frameworks,
SpecificaKons,
Updates
Primordial
Soup:
the
market
conversaTon
Focus:
Market
making
programs
the
grow
revenue
&
reduce
fricTon
Deliverable:
“Consumer
Best
PracTces
–
Messaging,”
research
Focus:
Any/all
topics
perTnent
to
mobile
markeTng
Deliverable:
ArTcles,
research,
case
studies
Focus:
IdenTfy
deliverables,
e.g.
updates,
best
pracTces,
etc.
Deliverable:
PrioriTzed
deliverables
&
topics
195

196. Government
RegulaTons/Guidance
•
Government
LegislaKon
– Telephone
CommunicaKon
ProtecKon
Act
– Video
Privacy
Act
– Federal
Credit
ReporKng
Act
– Privacy
Act
(1974)
– Cable
Television
Consumer
ProtecKon
and
CompeKKon
Act
FCC
FTC
White
House
Courts
– Telemarketer
Sales
Rule
– Health
Insurance
Portability
and
Accountability
Act
(HIPPA)
– Children's
Online
Privacy
ProtecKon
Act
(COPPA)
196

197. Telephone
CommunicaTon
ProtecTon
Act,
Oct.
16
•
Expressed
wri*en
consent
•
Wording
– consumer
authorizes
the
seller
to
deliver
markeKng
text
messages
– consumer
not
required
to
sign
the
agreement
or
agree
to
enter
into
it
as
a
condiKon
of
purchasing
any
property,
goods
or
service
See:
Archer
Webinar-­‐
Tips
for
TCPA
Mobile
Compliance,
2013
h*p://www.youtube.com/watch?v=60VGnIuWy9w
197

198. Industry
Self-­‐regulaTon
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
Mobile
Marke*ng
Associa*on
Internet
Adver*sing
Bureau
Associa*on
of
Na*onal
Adver*sers
Direct
Marke*ng
Associa*on
Cellular
Internet
Trade
Assoca*on
(CTIA)
Shop.org
Na*onal
Retail
Founda*on
Digital
Adver*sing
Alliance
Privacy
Freedom
Forum
4As
Network
Adver*sing
Ini*a*ve
BeOer
Business
Bureau
(BBB)
Interna*onal
Associa*on
of
Privacy
Professionals
Privacy
Freedom
Forum
Digital-­‐placed-­‐based
Adver*sing
Associa*on
(hOp://www.dp-­‐aa.org/)
198

199. Industry
Self-­‐regulaTon
&
guidance
•
Industry
Self-­‐regulaKon
– Digital
AdverKsing
Alliance
(DAA)
– MMA
Universal
Mobile
Ad
Package
– MMA
Consumer
Best
PracKces
(reKred)
– CTIA
Carrier
Playbook
and
MMA
Consumer
Best
PracKces
– NAI
Mobile
ApplicaKon
Code
(h*p://www.networkadverKsing.org/mobile/
NAI_Mobile_ApplicaKon_Code.pdf)
199

200. AdverTsing
Standards
• Ad
Units
• Measurement
• Inefficiency
Mobile
Rising
Stars
Ad
Units
h*p://www.iab.net/risingstarsmobile
Universal
Mobile
Ad
Package
hbp://www.mmaglobal.com/
bestpracTce/compliance/
umap
200

201. Viviki’s
The
Pool
201

202. Example
Ad
Units
• The
Ad
Unit
• Standards
vs.
specializa;on
– Balance
“Efficiency
for
buying,
selling
creaTng”
vs.
Uniques
of
experience
and
offer
• Examples
– MMA
Universal
Mobile
Ad
Package
– IAB
Rising
Stars
– mRaid/ORMMA
202

203. Viviki’s
The
Pool
203

204. CTIA
Playbook
204

205. DAA
Behavior
Code
of
Conduct
• ApplicaTon
of
Self-­‐Regulatory
Principles
to
the
Mobile
Environment
• Cross-­‐industry
Self-­‐Regulatory
Principles
for
MulT-­‐Site
Data
• Cross-­‐industry
Self-­‐Regulatory
Principles
for
Online
Behavioral
AdverTsing
hbp://www.aboutads.info/principles/#guidance
205

206. Mobile
Email
Design
ConsideraTons
hbp://www.mmaglobal.com/node/20603
206

207. Responsive
Design
Source:
hbp://www.mmaglobal.com/node/20603
207

208. Case
Studies
208

209. Hilton
• Knows
that
all
its
customers
are
mobile
• Crea;ng
experiences
while
belering
transac;onal
opportuni;es

210. Dunkin
Donuts
• Has
one
of
the
most
successful
apps,
but
uses
variety
of
mobile
products
and
services
• Regionalizes
efforts
for
best
results

211. Loews
• Arms
salespersons
with
iPhones
and
customers
with
access
• Follows
its
“Never
Stop
Improving”
mantra

212. Walmart
• Has
seen
app
users
spend
4X
and
come
into
stores
twice
as
ohen
• Uses
mom
panel
to
learn
and
experiment

213. Mondelez
• The
former
Krah
has
dedicated
10%
of
marke;ng
spend
to
mobile
• Incuba;ng
but
with
eyes
on
sales

214. PART
3
GeVng
It
Done:
A
How-­‐To
Map
to
Mobile
Marke;ng
Success
214

215. Ge•ng
it
Done
“Buy
more
beer”
Jeff
Hasen,
“Mobilized
Marke;ng”
215

216. “Mobile Marketing is a set of practices that enable
organizations to communicate and engage with their
audience in an interactive and relevant manner
through any mobile device or network.”
(Mobile Marketing Association, 2009)
216

217. It
is
About
Engagement:
Two
Sides
Mobile Advertising
Marketer Initiated
Engagement
(Contextual)
Mobile-enabled
Traditional Media
Indirect Engagement
Consumer Initiated
Direct Engagement
217

218. You
have
op;ons
AGENCY
Strategy
CreaKve
ExecuKon
Mobile
AnalyKcs
&
Measurement
PLATFORM
IN-­‐HOUSE
HYBRID

219. Execu;on
is
cri;cal
Strategy
CreaKve
ExecuKon
Mobile
AnalyKcs
&
Measurement
Mobile
Plavorm
AggregaTon
Development
Content
creaTon
&
licensing
Short
Code
leasing

220. Create
a
grid
of
experiences
MARKETING
FUNCTION/
GOAL
Static/Animated/Rich Media
Banners
ACQUISITION
Text Ads
Expandable Ad Units for
iPhone and Android
RBT
RETENTION
BRAND
BUILDING
Games
DIRECT
RESPONSE
PROMOTION
PERMISSION/
CRM
CUSTOMER
SERVICE
Shortcode&
keywords
QR codes
**
Competitions
Sampling
On pack
SMS/MMS
IVR
Push Alerts
SMS?MMS
Apps
Vouchers/Coupons
ADVERTISING
SMS/MMS
Push Alerts
Branded Utilities
Branded Utilities

221. Breaking
Down
Mobile
Messaging
Voice
Browsing
Content
Downloading
Proximity

222. The key to
re-imaging everything:
Moving from
interruption
to invitation
Source:
Urban
Airship
(2013).
Greatest
Moments
from
Mobile
Saturday:
Brands
at
SxSW
Speak
.
Mobile
Marke;ng
Associa;on.
222

223. Understand
the
drivers
of
mobile
adop;on
Mass media
Brandcentric
Personal mobile
Customercentric
Source:
Urban
Airship
(2013).
Greatest
Moments
from
Mobile
Saturday:
Brands
at
SxSW
Speak
.
Mobile
Marke;ng
Associa;on.
223

224. Understand
the
drivers
of
mobile
adop;on
Mass media
Brandcentric
Personal mobile
Customercentric
Broadcast
Niches of one
Multichannel
Omnichannel
Primetime
Broadcast to influence
(R+F)
Paid media
Location is a place
My time
Influence me to broadcast
Owned media
My location profile
Interruption
Invitation
Transaction
Relationship
Source:
Urban
Airship
(2013).
Greatest
Moments
from
Mobile
Saturday:
Brands
at
SxSW
Speak
.
Mobile
Marke;ng
Associa;on.
224

225. Index
of
Mobile
MarkeTng
Media
•
Mobile
Adver;sing
–
–
Display
–
Search
–
Rich
Media
–
•
Text
Video/Interac;ve
Video
Mobile
Presence
–
–
•
Mobile
Web
(tradi;onal/responsive)
Mobile
App
Mobile
Messaging
–
Text
–
Mul;media
–
Email
–
Push
(in
app)
–
Bluecas;ng
Mobile
Payments
Proximity
Payments
Mobile
Commerce
Scanning/Viewing
Response
Codes
Augmented
Reality
Nearfield
CommunicaKons
RFID
Tagging
Enhancements
LocaKon
Data
Loyalty
Social
Augmented
reality
CRM
Content
AnalyKcs
&
measurement
225

226. Enablers
226

227. Devices
227

228. A
Lot
of
Device
Atlas
11,000
Devices
X
140
Proper;es
(this
i
just
the
start)
Source:
Device
Atlas
(2013).
hlps://deviceatlas.com/resources/about-­‐our-­‐data
228

229. InteresTng
ApplicaTon
of
Device
DetecTon
“M&C
Saatchi's
Banners
Recognize
and
Respond
to
CompeKtors'
Hardware”
Source:
Crea;vity
(2013).
hlp://crea;vity-­‐online.com/work/lg-­‐smartbanners/32904
229

230. User
Agent
and
Network
DetecTon
There
are
Thousands
of
Devices
Out
There
•
•
•
•
•
Re-­‐direc;on
Content
adapta;on
Content
delivery
Analtyics
Example
SoluKons
…
the Wireless Universal Resource FiLe
230

231. LocaTon
231

232. How
LocaTon
is
Tracked
Bluetooth
Audio
Source:
Derived
from
Ballvé,
M.
(2103).
How
Loca;on
Data
Is
Transforming
The
En;re
Mobile
Industry.
Business
Insider
232

233. LocaTon
ConsideraTons
• Use
cases
(example)
– Targeted
AdverTsing
– Targeted
Alerts
• Proximity/near
store
alerts
• In-­‐store/retailer
alerts
• LocaTon
graph/historical
alerts
– Store
traffic
– Social
(check-­‐in,
likes)
– LocaTon
sensiTve
features
(e.g.
share
locaTon,
track
family)
233

234. Example:
In-­‐store
tracking
AddiTonal
Info:
hbp://www.nyTmes.com/2013/07/15/business/abenTon-­‐
shopper-­‐stores-­‐are-­‐tracking-­‐your-­‐cell.html?pagewanted=all&_r=2&
234

235. AdverTsing
235

236. AdverTsing
• Marketer
– “Target”
New
Prospects
– “Re-­‐target”
prospects
and
customers
– Engage
-­‐
encourage
an
acTon
(e.g.
opt-­‐in,
share
informaTon)
– Convert
-­‐
redeem/sell
• Publisher
– MoneTzaTon
236

237. ConsideraTons
for
You
Brief
•
•
Why
are
you
buying
mobile
media?
What
are
you
buying?
–
Audience:
Na*onal,
local,
ethnic,
etc.
–
Format
&
CreaOve:
Text,
Display,
Search,
Rich
Media,
Video,
Audio,
Na*ve
Device/Medium:
Smartphone,
tablet,
Cross-­‐screen,
Home
screen...
–
–
•
Agency,
direct
to
network,
exchange
Which
network
partners
should
you
choose?
What
is
the
pricing
structure?
–
•
Media:
Text,
Mobile
Web,
Apps,
Push,
Who
should
you
buy
it
from?
–
•
•
The
Challenge
The
Idea
The
ExecuOon
The
Results
CPM,
CPI,
CPL,
CPC,
CPA
Expected
vs.
actual
performing?
Ability
to
adjust
in
real-­‐*me?
Sources:
hOp://www.mobilemarketer.com/cms/opinion/columns/7669.html
237

238. Understanding
Mobile
AdverTsing
(the
ad
mobile
ecosystem)
238

239. Mobile
LUMAscape
(the
mobile
adverTsing
ecosystem)
239

240. Mobile
Video
Ecosystem
240

241. MoneTzaTon
Source:
Ballvé,
M.
(2103).
How
Loca;on
Data
Is
Transforming
The
En;re
Mobile
Industry.
Business
Insider
241

242. Commerce
242

243. Mobile
Commerce
• Types
– Proximity
Payments
– Mobile
Commerce
• The
Wallet
• Issues
"Mobile's
influence
on
in-­‐store
retail
sales
is
growing
exponenKally,
driven
by
a
perfect
storm
of
rising
smartphone
penetraKon,
increased
adopKon
by
shoppers,
decreasing
barriers
to
use,
and
improved
mobile
funcKonality
for
retail
applicaKons."
-­‐
Deloi*e
Digital
– Standards:
NFC,
CC
– Point
of
sales
integraTon
243

244. The
Wallet
244

245. Apple
Passbook
Boarding Passes
Tickets
Store Cards
Coupons
245

246. 246

247. 247

248. PayPal
Beacon
• Any
store
running
Point-­‐
of-­‐Sale
systems
compa;ble
with
PayPal,
including
248

249. The
Influenced
Sale
Three
Dairy
Queen
franchises
used
text
messaging
to
drive
traffic
to
their
business.
The
Challenge:
Boost
store
traffic
The
Idea:
Leverage
“Na*onal
Cheeseburger
Day”,
September
18,
send
SMS
(text
message)
to
1,482
subscribers
in
loyalty
database
“It’s
Na*onal
Cheeseburger
Day!
Sink
Your
Teeth
into
.99
Cent
Cheeseburgers
@
Dairy
Queen
{STORE
LOCATION}
un*l
8pm
Tonight/No
Limit/Show
Text
–
FWD-­‐2-­‐Friends!”
The
Result:
In
24
Hours,
one
store
saw
483%
inc.
in
traffic,
106
add’l
customers.
This
goes
to
show
you,
you
don't
need
to
have
na*onal
scale
to
drive
material
results.
Rather,
you
need
to
1)
have
done
your
Source:
hbp://www.mobilecommercepress.com/mobile-­‐markeTng-­‐sms-­‐
campaign-­‐drives-­‐traffic-­‐dairy-­‐queen/858935/
249

250. Data
250

251. • “Our
compeTTve
set
is
no
longer
Omnicom
and
IPG
and
Publicis.
It
is
Nielsen
and
GFK.
It’s
the
data
companies."
WPP
CEO
Sir
MarTn
Sorrell.
Source
Harvard
Business
Review.
March
2013
251

252. z
Text
Source: Granville, Vincent. (2013, March 22). Job titles for data scientists. Job titles for data scientists. Data Science
Central. Retrieved from http://www.datasciencecentral.com/profiles/blogs/job-titles-for-data-scientists
252

253. “Human
beings
today
generate
200
exabytes
of
informaOon
per
year.”
David
Siegel
Entrepreneur,
Futurist,
and
Author
Pull:
The
Power
of
the
Seman6c
Web
to
Transform
Your
Business
253

254. All
Kinds
of
Data
•
•
•
•
•
•
•
•
Axciom
PersonicX
Clusters
Search
Loca;on
Purchase
Content
Social
data
Interest
Preference
Contacts
Mosaic®
USA
Consumer
Lifestyle
SegmentaOon
254

255. A
Lot
of
Data
255

256. Compounds
and
Elements
256

257. CreaTng
a
new
compound
Da
Mo
So
Lo
Pr
Co
$=SoLoMoCoDaPr

258. Marketer’s
are
Not
Ready
% OF CMO’s REPORTING UNPREPAREDNESS
71%
DATA EXPLOSION
68%
SOCIAL MEDIA
GROWTH OF CHANNEL &
DEVICE CHOICES
SHIFTING CONSUMER
DEMOGRAPHICS
65%
63% SOURCE: IBM/CMO COUNCIL STUDY
258

259. PersonicX
Clusters
Source:
hbps://isapps.acxiom.com/personicx/
259

260. Black
Gold

261. High
Level
of
Contextual
Sophis>ca>on
Control:
Biometrics
Display technology
Gesture-based control
Adv. Context
Distance? Depth?
What floor in building? What aisle?
Direction consumer facing?
Light? Dark?
Intelligence
Purchase intent?
In my store? In a competitor’s store?
Within 1 hour of flight? Two days?
Basic Context
Behavior/Preferences
GPS
Time of day
Low
2011
2012
2013
Source:
Adapted
from
“Going
on
the
Offensive
Against
Showrooming:
Leveraging
Mobile
to
Drive
Store
Analy;cs,
Traffic,
Engagement
and
Commerce.”
Mobile
Marke;ng
Assoca;on.
June
2012.
2014
2015
2016
261

262. Apple
5s
and
iOS7
262

263. Consumers
worry
about
access
to
their
data
“In
general,
how
concerned
are
you
about
the
companies
you
interact
with
accessing
the
following
personal
informaOon?”
Behavioral
data
Individual
data
Derived
data
263

264. Source:
hlp://www.cagle.com/2013/07/obamacare-­‐data-­‐hub/
264

265. Be
careful
with
what
you
know
265

266. Progressive
Snapshot
May
Risk:
Higher
premiums
Invasive
tracking
Your
data
being
sold
266

267. The
Heart
of
The
Maber
Source:
hlp://boingboing.net/2012/09/28/why-­‐cant-­‐pacemaker-­‐users-­‐rea.html
267

268. “I
Take
the
5th”
Source:
Sept.,
2013.
h*p://www.wired.com/opinion/2013/09/the-­‐unexpected-­‐result-­‐of-­‐fingerprint-­‐authenKcaKon-­‐that-­‐you-­‐cant-­‐take-­‐the-­‐fikh/#!
268

269. “If
You're
Not
Paying
For
It,
You
Become
The
Product”
Source:
hbp://www.forbes.com/sites/marketshare/2012/03/05/if-­‐youre-­‐not-­‐paying-­‐for-­‐it-­‐you-­‐become-­‐the-­‐
product/
269

270. CreaTng
a
new
compound
that
can
be
used
by
everyone!
Da
Mo
So
Lo
Pr
Co
Value=SoLoMoCoDaPr

271. The
Rules
Have
Changed
271

272. Text
Messaging
272

273. Mobile
Text
Program
273

274. Text
Messaging
Flows
274

275. Developing
a
Text
User
Flow
275

276. Mobile
MarkeTng
Plazorm
276

277. Registering
Common
Short
Codes
277

278. Long
Codes
278

279. Mobile
Email
279

280. Email
EssenTals
1.
Keep
it
simple
and
intuiTve.
Minimize
clicks
to
navigate
the
content.
2.
Remove
non-­‐essenTal
elements—design
for
mobile
devices
with
images
turned
off.
3.
Divide
content
into
clear
secTons
to
opTmize
decreased
screen
real
estate;
use
a
one-­‐
or
two-­‐column
template.
4.
From
fields
should
be
5
characters
or
less;
Subject
lines
should
be
35
characters
or
less.
5.
Stay
away
from
large
images
in
the
upper
le…
area.
6.
Avoid
using
images
as
the
important
or
only
call
to
acTon.
7.
Place
CTA
and
offer"above
the
fold."
8.
Allow
enough
space
to
click
accurately.
The
bubon
height
should
be
40
px
to
45
px
with
15
px
for
padding.
9.
Fonts
should
be
no
smaller
than
14
px
for
body
copy
and
strive
for
headline
fonts
at
22
px+.
hbp://www.mmaglobal.com/node/20603
280

281. Mobile
Web
•
•
Mobile Web Methods
Transcoding
Dedicated site
Responsive Design
Other considerations
Content Management Systems
Maintenance
Budget
Development Team
Testing
-
281

282. Mobile
Apps
•
•
•
Types of Apps
Hybrid
Native
Develop
Hand
Development platform
Other considerations
Content Management Systems
Maintenance
Budget
Development Team
Testing
Discovery
-
•
•
-
282

283. ApplicaTons
+
Social
Media
• VW
mobile
gaming
&
adver*sing
• VW
GTi
Real
Racing
app
for
2010
model
• $500,000
spend
• 6m
plus
downloads
• Lowered
cost
of
acquisi*on
by
97%
• More
cars
sold

284. Developing
to
the
Plazorm
284

285. App
Store
Data
285

286. NaTve
&
Hybrid
Apps
“Compared”
HYBRID APPS
Persistent Screen Real Estate
Persistent Screen Real Estate
Cross-Platform Reach
Push Messaging Engagement
Push Messaging Engagement
Fast, Cheap Development
Camera / Library / Mic Access
Camera / Library / Mic Access
Search Engine Discoverable
Address Book / QR Code Access
Address Book / QR Code Access
Bookmarked and Forgotten
Native Performance
Native Performance
No Push Messaging
In-App Purchases and Ads
In-App Purchases and Ads
Camera / Library / Mic Access
Promotion Through App Stores
Promotion Through App Stores
Address Book / QR Code Access
Invisible to Search Engines
Fast, Cheap Development
Multi-Step Purchase Transactions
Slow, Expensive Development
Cross-Platform Reach
Inconsistent Browser Capabilities
Chronic Platform Fragmentation
Invisible to Search Engines
No App Store Distribution
Source:
Brightcove
(2012).
How
to
Manage
the
Increasing
Complexity
and
Costs
of
Mobile
App
Development.
Mobile
Marke*ng
Associa*on
286

287. InteracTve
Voice
287

288. Almost 3 million people viewed the game on the street
3500 people played the game
More than 250 people participated everyday
Source:
Mobilera
(2010)
288

289. Last
call
by
13th
street
–
Horror
h*p://www.youtube.com/watch?v=qe9CiKnrS1w

290. Response
Codes
290

291. Codes,
Codes,
and
More
Codes
Source: QR Code http://bit.ly/caStiw
Source: i-Pop
Source: UPC-E http://bit.ly/cjGNSE
Source: ISBN http://bit.ly/cKVnIp
62407
**265
See www.usshortcodes.com
See www.zoove.com
Source: JagTag (hlp://bit.ly/cpjT4V)
Source: UPC-A http://bit.ly/afXitT
Source: Snaptell
Source: Code 39 http://bit.ly/9dufkY
9231
See targeted carrier
Source: http://bit.ly/d5quIU
(bCode, Aug. 8, 2010)
Source: Digimarc
Near Field Communications
466453
See www.usshortcodes.com
Source: http://bit.ly/czyjoI
(JagTag, Aug. 8, 2010)
#265
See www.singletouch.com
291

292. •
What
is
a
Mobile
Barcode?
Linear
(or
1-­‐D)
barcodes
are
machine
readable
codes
that
hold
a
minimal
amount
of
data
•
•
•
Mobile
(or
2-­‐D)
barcodes
hold
enough
data
to
create
fun
and
exciKng
mobile
markeKng
opportuniKes
•
•
QR
Code
™
Microsom
Tag
DataMatrix
SnapTag
Source:
Neusar
(2013).
Mobile
Barcode
Marke*ng
-­‐
From
A
to
Z.
Mobile
Marke*ng
Associa*on
•
Mobile Barcodes are printed or digitally
rendered symbols that link consumers with
interactive mobile content
They transform traditional print mediums
into mobile digital media – a powerful new
media form where print, mobile and web
converge
Reach
Ubiquity across the broad base of mobile
subscribers. Bridges offline and online
media
Targeting messages and content
One to One, on demand interaction
Scan location and time
Knowledge of media placement
Measurement
Ongoing measurement of results
Continuous refinement

293. Also
Consider
•
•
•
•
Digital
Watermarking
Image
recogni;on
Audio
recogni;on
Augmented
reality
293

294. Build
Your
Own
QR
Code
294

295. CollaboraTon
“In
the
long
history
of
humankind
(and
animal
kind,
too)
those
who
learned
to
collaborate
and
improvise
most
effec*vely
have
prevailed.”
Mobile
Darwinism
295

296. 296

297. The
Industry
Structure
Sellers
Th
eC
ons
u
me
r
Buyers
Agencies
Brands
Retailers
Innovators/Enablers
Associates
Old
&
New
Media
Publishers
AdverKsing
Plavorms/Enablers
Messaging,
App,
Mobile
Web,
Commerce,
Reserach...
Investors,
Analysts,
Academics...
297

298. Wealth
to
InformaTon
At
Your
FingerTps
298

299. IAB
Mobile
CreaTve
Library
h*p://www.iabuk.net/
disciplines/mobile-­‐markeKng/
mobile-­‐campaigns
299

300. • eMarketer
• Mobile
Marketer
PublicaTons
• Mobile
Commerce
Daily
• SmartBriefs
– Mobile
MarkeTng
AssocaTon
– IAB
–…
• Business
Insider
($)
• Tech
Crunch
• Google
Alerts
• Google
Mobile
Playbook
300

301. InformaTon
&
Insight
• MarkeTng
Charts
(www.markeTngcharts.com)
• Our
Mobile
Planet
(www.ourmobileplanet.com)
• Vendors,
e.g.
InMobi,
Millennial
Media,
Placecast
• Flurry
Blog
(hbp://blog.flurry.com/)
• comScore
($)
• Nielsen
($)
• eMarketer
($)
• U.S.
Wireless
Facts
(hbp://www.cTa.org/advocacy/research/
index.cfm/aid/10323)
301

302. Contact
Info
• Jeff
Hasen
• jeff.hasen@mobivity.com
• @je.asen
• je.asen.com
• Michael
Becker
• michael.becker@somoglobal.com
• @mobiledirect