Mobilized Marketing

Mobilized Marketing

Driving Sales, Engagement,
and Loyalty Through Mobile
Devices

@jeffhasen @hipcricket

Consider All That You Can Imagine

• Take a trip to a faraway
land

Fleet-Footed Wieners

• Run, Tito, Run

Flying Children

• Away They Go

Cashing In(bound)

• Dollars From Heaven

Mobile Pixie Dust

• Magic Apps

• Cash-removing wallets

Sell More Stuff

• Everything has changed

• Nothing has changed

Winds Blowing In New Era

• Time-crunched society

• You can’t fish where the fish
were

Life of A Marketer

• Not enough time

• Belief that safe won’t get
you fired

• Silos

• Management enthralled with
shiny objects

Life Of A Mobile Subscriber

• Connected 24/7

• Researching, interacting,
shopping with device

• Expecting brands to meet
them on mobile

The Technology Divide Is Shrinking

• Use of tablets by 45-54 has
doubled YoY (Pew)

• Number of web users 55+
using social media sites
grew by 109% YoY
(Nielsen)

The Two Need To Meet

• Complementary needs

It’s Why I Wrote Mobilized Marketing

• Learn from three dozen
marketers

• Find out how to go where
the fish are

• Catch more fish

Key Findings

• Mobile is no longer a “nice
to have”

• “Meat and potatoes” often
feed the hungry salespeople

• What works in one region
won’t necessarily work in
another

Key Findings

• Mobile bridges distance and
generation

• Marketers can’t afford to
wait until everything in
mobile is perfect

Key Findings

• If you aren’t going to do
mobile, can you say the
same about your
competitor?

The Passive Has Become Interactive

• Interact to sell more

• Give consumers choice

“You Can’t Move A Mall”

• Shoppers increasingly
choose on amenities like
clean bathrooms, WiFi, and
interactivity via mobile

34 Cars Sold In One Day

• Combination of traditional
media and mobile

• Dollars worked harder

Do
• Find the time

• Be brave

• Give your target choice

Don’t
• Bet it all

• Forget feature phone users

• Put mobile on an island

Mobile Internet Traffic Worldwide

Reinvention of Shopping Experience

Who Loves Using Mobile?
63%
<44
53 47 Surprises vs Predictable
Years
% % Multi-tasking vs Single-tasking
Old

Heavier Users
Less likely to of Mobile
own a Everything: Love to
Blackberry or Internet Discover
Windows Apps
Mobile device Music
Games

Copyright 2012 Wave Collapse LLC

The Search Via Smartphone
100%

80%

Never
60% 13% 15% Less than once a week
Once a week
Couple of times a week
40%
Once a day
Multiple times a day
53% 52%
20%

0%
Mobile Phone Tablet


Searches For Familiar Things
Which of these have you searched for in the past week?
100%

80%

60%
50%
45% 47% 47%
41% 41%
40% 38%39% 39%
33% 35% 34%
31%
28% 26%
23%
20%

0%
Company Product App Topic Company Product App Topic Website

New Familiar
Mobile Tablet


Similar Behavior On Mobile Browser
Mobile Websites Tablet Websites

All new All new
Mostly ones ones
new ones 5% 8%
Mostly
11% No new
new ones
No new ones
15%
ones 33%
37%

A few new
ones A few new
47% ones
44%

Thinking about yesterday and the websites you browsed on your mobile phone/tablet, how many of
them were new, ones you had not visited before?


Mobile Not As Preferred For Active Discovery of Websites

Interest in Using Device to Find New Websites

Mobile 49%

Tablet 65%

Computer 79%

0% 20% 40% 60% 80% 100%


People Less Likely To Come Across New Things on Mobile & Tablet


Discovery For Content
Action Taken After Coming Across New Content

57%
84% Downloaded
Visited App
Site
28% 32%
2%
2% Searched Searched for
Something
Something for similar similar apps
Else Came
Else Came sites
across across
new new app
website

69%
37% Read
Read Reviews
Reviews about App
about Site


Discovery
Action Taken After Coming Across New Product or Company

45%
Looked for
it in-store

2%
Something
Came
Else across new 37%
product/ Searched
company
for similar
products/
companies

66%
Read
Reviews


As Valuable As Social Referrals
How did you hear about the new-to-you website/app?
100%

80%

60%

40%
29% 30% 29% 30% 29%
26% 27% 27%
22% 22%
20% 15% 15%
12% 12%

0%
Email Friends/ Social TV Trusted Ad Searched for
family network website it myself

Mobile Tablet


Adding Mobile To The Marketing Mix

Jeff Hasen | Hipcricket CMO

Mobile Can’t Sit On An Island

Co-Dependence
Outdoor

• Direct Through
Mobile Events
– Marketer Push Media
SMS

– Consumer Pull
– Mobile Advertising
Content MMS

On pack TV
Mobile
Engagement
• Indirect Proximity email

– Mobile with Traditional
Media Print Apps Internet Online

Point of
Radio
Sale

Finding Prospects
• Why do this?
– Collect information and permission
– Ask qualifying questions
– Enable follow-up
• How?
– SMS
– Mobile search
– Proximity marketing

Closing The Sale
• Why do this?
– Motivate an initial purchase
– Enable a transaction
• How?
– Mobile shopping cart
– Mobile coupons
– Gift cards
– IVR ordering

Engagement and Viral Marketing

• Why do this?
– Create multiple memorable interactions
– Encourage sharing
• How
– Text-to-screen
– Mobile sweepstakes
– Experiential campaigns

Increasing Brand Recall

• Why do this?
– Multiple engagements
– Visual
• How
– Mobile video
– Mobile advertising
– MMS
– Mobile apps
– Mobile games

Upping The Basket Size

• Why do this?
– Maximize frequency and size of purchases
– Encourage sharing
• How?
– PSMS
– Mobile billing
– Premium mobile apps
– Mobile wallets

Building Loyalty

• Why Do This?
– Create brand preference
– Offer rewards and privileges
• How?
– Mobile gifts and downloads
– Mobile apps
– Mobile loyalty sites
– Mobile loyalty tracking

Hitting The Target

• Who you want to reach
– By type of relationship or demographic
– Users of a specific device
• Where and when you want to reach them
– Location
– Context
– Behavior

Getting Reach

• ID mobile behavior of your target
• Modify for context
• Utilize interdependent communication channels

Mobile Direct Response
Decisions to Make
• Shared or dedicated shortcode
• Copy for call to action
• Terms & Conditions
• Keyword & Message
• Response
• Action
• Fulfillment
• Support
• Tracking
• Follow-up

Mobile Advertising Metrics
Media Performance
• Impressions by mobile channel
• CTRs (Clicks/Reply/Calls)
• Budget Optimization
• Delivery Pacing
• Creative Performance by ad copy
Mobile Device Statistics
• Top Device Manufacturers
• Top Device Models
• Etc
Engagement Statistics
• Mobile Site Visits
• Internal Page Views
• Site Actions (Downloads/Votes)
• Lead/Field Captures
• Etc

Mobile Messaging Metrics
• Broadcast Direct response
• By keyword
– Unique keyword per media channel/placement
– Engagement: measure interaction with subsequent keywords in
Alerts messages sent to subscribers

• Measure engagement timing

• By URL
– Bit.ly links to see CTR & associated metrics
– Bit.ly links can contain tracking tags to further identify
segments/users

• Dynamically generate URLs to measure viral capacity

Mobile Web Metrics
• Regular web metrics
• With device detection/sniffer see penetration of users
exposed to URL, by device
• With web-based SMS opt-in, see effectiveness/conversion of
handset verification process
• Social sharing

Mobile Application Metrics
• Number of downloads
• Active use of app, by page
• CTR of CTAs in app
• Effectiveness of CPI campaigns
• mCommerce for in-app currency
• Social sharing

Customer Acquisition

RESULTS
• ~ 250 local databases created
OBJECTIVE • Thousands of members regularly
• Engage donors and others who engaged with the organization
want to interact with the
organization
SITUATION • Giving event coordinators the
• The American Cancer Society (ACS) ability to communicate via
is a nationwide community-based mobile, before during and a
voluntary health organization after the events
dedicated to eliminating cancer
• Hipcricket and ACS are integrating
into the organization’s CRM
platform for 300 Relay for Live
events this summer

Customer Acquisition
RESULTS
• 15.4% conversion rate
OBJECTIVE • Leads delivered to local dealers and
• Include mobile call to action in followed up on within minutes
national ads to make dollars
spent work harder
• Give consumers a real-time
opportunity to interact with
SITUATION
Ford
• Ford is projected to spend $1.3
billion on advertising in 2011 with • Measure response levels across
its primary purpose to create leads markets, models, and
that turn into sales television programs

• Prior to aligning with Hipcricket in
late 2010, mobile was missing
from national marketing programs

Engage Shoppers via SMS, MMS and QR Code

RESULTS
After 4 weeks
OBJECTIVE • >4,000 MMS interactions
• Giving on-the-spot advice to • > 3,000 SMS interactions
shoppers about the latest • Thousands of QR scans
fashions, designs and tips for
the spring season.
• Provide a fun and informative
SITUATION
video features via an easy-to-
• Macy's is a U.S. chain of mid-to-
use, direct-to-consumer
high range department stores
platform
• Macy’s wanted a way for shoppers
to interact with them over mobile

Scan code to see
how to use
Macy's
backstage pass

Geo-Fencing

RESULTS
• Thousands of entries
OBJECTIVE
• Target travelers
• Provide a way for Blue Moon
fans to stay in touch with their
SITUATION favorite beer
• Blue Moon wanted to be top of • Increase sales of
mind with consumers on the go Blue Moon beers
• Airport travelers were encouraged
to opt-into Blue Moon’s mobile
marketing program
• Subsequently when consumers
arrive at an airport, they receive a
message telling them which
restaurants serve Blue Moon beer

SMS + IVR + QR Code + Mobile Website
RESULTS
• Over a million views with the
OBJECTIVE campaign continuing
• Promote the Perrier nightlife
and culture portal
• Continue to evolve the U.S.
SITUATION
consumer's perception of
• In an appeal to chic consumers in Perrier into one that is more in
North America and Europe, French line with global perception –
sparkling water brand Perrier fun, daring, unique and modern
launched, "Le Club Perrier“
• Hipcricket was asked to bring a
vital mobile component including
a mobile website in English and
French and calls to action via SMS
and QR code

Case Study: The Hunger Games
Situation
• Lionsgate selected Hipcricket as a one-stop mobile marketing and advertising solution for designing and
implementing a campaign to attract, engage, and re-target audiences on the mobile device.

Objectives
• Lionsgate sought to attract a younger audience of active
mobile users.
• Lionsgate wanted to provide users the same experience
visiting the desktop website or the mobile website and
offer the same engagement to all mobile users –
smartphones or feature phones owners.
• Lionsgate wanted to re-target these mobile users weeks
after the release to encourage ticket purchases.
Results:
• The movie broke all previous opening weekend records for box office purchases made with mobile devices.
• 5% CTR on iPad video Ad units.
• ~1.5% CRT on smartphone video ad units.
• Overall ~1.4% media campaign click through rate.

Using Mobile to
Engage Customers
Along the Path to
Purchase and
Beyond

Approach to Mobile

Shopper

Brand Retailer

Creating a Mobile Roadmap

Some Key Considerations:
• What does a day in the life look like for our consumers and shoppers?
• What’s their profile?
• What’s their path to purchase?
• What other products do they use or buy?
• What kind of product information are they seeking?
• How do their purchase habits vary by retailer or retail channel?
• What are the opportunities for mobile engagement, interaction?

Path To Purchase

DESIRE DECIDE DELIGHT

DESIRE DECIDE DELIGHT

On-Shelf On Package
Mobile Advertising Apps

Registration & Loyalty
Mobile Coupons
In-Store Sampling Print & FSI
& Voting

DESIRE: In-Store Sampling and Voting

Text-to-Vote

DESIRE: Mobile Advertising & Applications

Mobile Advertising to
Mobile Applications
Relevant Demographic

DECIDE: POS, On-Shelf, Mobile Couponing

Mobile Coupon
(Direct to Print)

Product
Sweeps Launch

DELIGHT: Entertain, Registration &
Loyalty, Social Advocacy

SHARE

TIME BASED VIDEO DELIVERY
Depending on the time that the consumer
interacted with the campaign, they would see a
video with the actor portraying the area of the
world where it was morning.

Convergence of Mobile and
Social

They Really Are All
Megaphones

64% Have Switched
Brands

78% Have Bailed On
Transaction

Touchpoints That
Make Or Break
Brands

Moments of Trust
Impact Sales And
Brand Loyalty

Mobile Has Changed
The Moments of
Trust Dynamic

40%
Have Remarked On
Negative Shopping
Experience

46%
Have Remarked On
Positive Shopping
Experience

18%
Used FaceBook

8%
Used Twitter

34%
Have Viewed Post

48%
Would Be Influenced

10%
Heard From Brand

35%
Would Want To
After Negative
Experience

In Any Era,
There’s Power
In Thanks

What Should We Do As
Marketers?

Measure Even If
We Can’t
Stomach The
Results

Used In Richer and
Potentially More
Damaging Ways

From Even Those Who
Have Yet To Speak

We Can’t Afford To Sit
On The Sidelines

Email vs. SMS
• Email is graphic and content-centric
• SMS is offer-centric

Alaska Air:
Exclusive deals @
AlaskaAir.com on
new Horizon flights
between
Bellingham and
Portland

Cadence
• Cadence for email and SMS should remain the same
• No data at this time suggest a higher percentage of opt-
outs when consumers are receiving both email and SMS
messages

Best Practices
• Do not purchase a list; build one
• Follow carrier and Mobile Marketing Association
guidelines
• Don’t send to a consumer’s mobile device unless they
explicitly give you permission
• Don’t have mobile sit on an island – make it an integrated
part of your program

Trends for 2013:

If You Build It, Will They
Come?

Mobile Wallet Ecosystem
• Mobile devices at • Signature
POS • Authentication
• Coupons • Access control.
• Loyalty Physical or digital

mCommerce mIdentity

mPayment mBanking

• Proximity • Bill Payment
Payment / NFC • Cash In/Out
• Remote Payment • Content related
information
• Account information

Location-Based Services
(LBS)

What is Network-Based Location?
• Network-based location techniques utilize the carrier network
infrastructure (Cell towers) to identify the location of the
wireless device.

• Carrier network-based location information offers some
significant advantages:
– The ability to access precise (Assisted GPS) and course (Cell ID)
location data
– No device dependency – Operating Systems, GPS, Smartphone or
Feature Phone
– No device or interaction required (Cell ID)
– No user download required (Cell ID)
– Secure and can not be manipulated like GPS location on smartphones

Network Location: Speed and Accuracy
Cell ID
Uses the cell site and the respective sector to report estimated
latitude and longitude
• Accuracy = 100M+ Can be as accurate as 100M in
metropolitan cities like New York City Cell ID
• Speed: Fastest method to return a location, approx 3-10 Sec
• Advantages: Fastest, can locate any device type
• Disadvantages: Accuracy depends on density of cell towers. A-GPS

Assisted GPS (aGPS)
GPS uses Assistance Data to more quickly determine its location
(as compared to stand-alone GPS)
• Accuracy = 15 meters to 30 meters
• Speed: slowest, approx 30 Seconds
• Advantages: very accurate if devices can see satellites
• Disadvantages: slowest method

Proximity Marketing
• Pushing targeted content based upon mobile location and
time-of-day to maximize
call-to-action or response
• Content, due to its higher level of relevancy, is more
valued by the user/consumer than broadcasted text or e-
mail
• Content is delivered without user/consumer dependencies
or actions – user always receives content when phone is
“on”
• Mobile Location information is provided “on-demand” as a
business service, enabling retailers/brands/entertainment
to decide when to deliver specific content to maximize ROI
• Drives rich analytics of when? and where?
• Therefore, location-triggered mobile messaging will be
more targeted, more impactful, more actionable and more
cost-efficient

Augmented Reality: What is it?
• A camera enhanced view where
Data/Information is layered on top of the real
physical world/physical objects providing rich
information, context, entertainment, promoti
ons, offers... Anything.

Augmented Reality: How it Works

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

Source: http://www.hiddenltd.com/augmented-reality-marketing-how-to-guide

Augmented Reality: What’s Next
• Google’s Project Glass

Myriad of Devices
• Feature Phones
– Still the standard in
many developing
countries.

• Smartphones
– Gaining ground
rapidly

More Tablets And Connected Devices

Mobilized Marketing

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Editor's Notes