Using Mobile to Achieve Truly Integrated Marketing - Curt Prins
1. Using Mobile to Achieve Truly
Integrated Marketing
Mobile March 2013
2. My background:
• B2B Marketer
• In technology since 1995
• Startups to F500
• Mobile Experience
• 2009: Nonprofit--Text2Give & SMS
• 2011: PoliMobile--Political campaigns
• 2012: Consulting: SMB & F500
3. What’s Integrated Marketing?
Strategy aimed at unifying different marketing
methods such as mass marketing, one-to-one
marketing, and direct marketing to complement
and reinforce the market impact of each method.
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9. Impacts of little marketing integration:
• Promotional budgets are wasted.
• Customers/prospects get lost in the shuffle.
• Conversions are dramatically reduced.
• Sales cycles are extended.
• As much as 25% of annual revenue is lost in
the process.
(Source: IBM/eConsultancy, 6/2012)
10. Challenges of integrating promotions:
• Marketing tools can be siloed by companies.
• Call-to-action rarely are unique nor trackable.
• Analytics don’t often cross channels well.
• CRMs often act like barriers.
• Leads from traditional tools, like broadcast
media, don’t track well into online.
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14. Mobile-the G.L.U.E. that binds it all:
Growing:
• Smartphone sales are growing 50+% annually.
• Mobile data usage will increase 11x by 2017.
• SMS volume rose 21% last year.
Loyalty:
• 67% of smartphone users sleep with their phones.
• 70% would give up sex before their mobile
• 43% of iPhone would ditch their shoes instead
15. Mobile-the G.L.U.E. that binds it all:
Ubiquity:
• 87% of Americans own a mobile phone.
• High-speed 4G access cover 75% of Americans
• SMS is accepted by 97.8% of all mobile phones.
Elasticity:
• Over $12B/month is now process by card readers.
• Mobile replaced pilot binders in all US airlines.
• New iPhone app tests urine for medical issues.
16. • The broadcast and print campaign promoted their
12-taco packs during the college bowl games.
• QR Codes only appeared on the boxes and drinks.
• No contest, but traffic was route to exclusive ESPN pre-
game analysis.
17. • The senator keynoted the 2013 Conservative Political
Action Conference (CPAC).
• “Text the word GROWTH to 33733, and when you
do that, you’ll be joining us in helping to spread the
word that freedom works.”
18. • Rock-the-Vote launch an aggressive, 20-state transit
campaign to register young voters.
• NFC-enabled posters allowed people to ‘bump’ their
phone and routed them to mobile-optimized site.
• QR Codes and SMS opt-ins were also provided.
19. • Girl Scouts of America developed a mobile app, “The
Cookie Finder” to help route to the nearest stand.
While launching a mCommerce mobile site.
• In 2012, more than 40K troops had their own readers.
22. Where to start:
• Mobile optimize your web site.
• Reach out to your key customers and ask
them about their mobile use.
• Develop user personae to help navigate use.
• Explore SMS, Google’s AdMob and other
mobile tools on a limited basis, but be frugal.
• Scale up what works; graduate to an app.
