Mobile Marketing


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As part of our quarterly breakfast series, this presentation explores mobile technologies including mobile applications, mobile web, SMS text and the impact of networking.

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Mobile Marketing

  1. 1. MOBILE MARKETING July 13, 2010 Part of the thunder::tech breakfast series
  2. 3. <ul><li>How are people using mobile devices? </li></ul><ul><li>Where can mobile fit into your marketing plan? </li></ul><ul><ul><li>Applications </li></ul></ul><ul><ul><li>Mobile Websites </li></ul></ul><ul><ul><li>QR Codes </li></ul></ul><ul><ul><li>SMS Text </li></ul></ul><ul><ul><li>Social Networking </li></ul></ul>Mobile and your integrated marketing mix::
  3. 4. <ul><ul><li>CTIA Semi-annual Wireless </li></ul></ul><ul><ul><li>industry survey </li></ul></ul>
  4. 5. <ul><ul><li>Pew Internet & </li></ul></ul><ul><ul><li>American Life Project </li></ul></ul>
  5. 6. Mobile usage with teens and kids
  6. 7. Smartphones vs feature phones <ul><ul><li>Feature Phone: </li></ul></ul><ul><ul><li>A low-end mobile phone with less computing ability </li></ul></ul><ul><ul><li>Smartphone: </li></ul></ul><ul><ul><li>A mobile device with advanced computing ability and connectivity </li></ul></ul>
  7. 8. Growth of the smartphone <ul><li>Top 3 smartphones in the market </li></ul><ul><ul><li>Nokia </li></ul></ul><ul><ul><li>BlackBerry </li></ul></ul><ul><ul><li>iPhone </li></ul></ul>
  8. 9. <ul><li>Using mobile in your integrated marketing mix </li></ul><ul><ul><li>Incorporate SMS text into your ads </li></ul></ul><ul><ul><li>Develop a mobile website </li></ul></ul><ul><ul><li>Cultivate a donation base </li></ul></ul><ul><ul><li>Provide a QR code or coupon </li></ul></ul><ul><ul><li>Create a mobile application </li></ul></ul>
  9. 10. <ul><li>Mobile web development is more than developing an iPhone app! </li></ul><ul><li>A mobile website doesn’t have to be a large project — it is simply a transition of existing content </li></ul><ul><li>Requires a different mindset — provide the most important information in a functional way </li></ul>Mobile web::
  10. 11. <ul><li>Mobile web use </li></ul><ul><li>From December 2008 to December 2009 there was a 600% growth in traffic to mobile sites </li></ul><ul><ul><li>* Bango </li></ul></ul>
  11. 12. Developing mobile websites <ul><ul><li>Transition of existing content for mobile devices </li></ul></ul><ul><ul><li>Can still be true to brand </li></ul></ul>
  12. 13. Challenges of mobile web <ul><ul><li>A variety of devices </li></ul></ul><ul><ul><li>> Different screen sizes </li></ul></ul><ul><ul><li>> Different browsers </li></ul></ul><ul><ul><li>Navigation </li></ul></ul><ul><ul><li>Speed </li></ul></ul><ul><ul><li>Compressed pages </li></ul></ul>
  13. 14. <ul><li>Is your content relevant to users </li></ul><ul><li>on-the-go? </li></ul><ul><li>Is your demographic browsing </li></ul><ul><li>mobile sites? </li></ul><ul><li>What type of mobile device(s) does your target audience use? </li></ul>Should you develop a mobile site?
  14. 15. Examples
  15. 16. Mobile applications <ul><li>Applications run on smartphones and other mobile devices </li></ul><ul><li>Connect users to internet services frequently accessed through a personal computer </li></ul><ul><li>Improves function of accessing the web via mobile </li></ul>
  16. 17. Challenges of using mobile apps <ul><ul><li>Market is very crowded </li></ul></ul><ul><ul><li>Each device requires its own development platform </li></ul></ul><ul><ul><li>More than 250,000 apps available through Apple’s App Store </li></ul></ul><ul><ul><li>> More than 5 billion downloads </li></ul></ul><ul><ul><li>More than 85,000 apps available through Android Market </li></ul></ul><ul><ul><li>> 10,000 are added each month </li></ul></ul>
  17. 18. Usage of mobile apps <ul><ul><li>Most popular app categories: </li></ul></ul><ul><ul><li>Average number of apps per platform: </li></ul></ul><ul><ul><li>37 </li></ul></ul><ul><ul><li>22 </li></ul></ul><ul><ul><li>14 </li></ul></ul><ul><ul><li>13 </li></ul></ul><ul><ul><li>10 </li></ul></ul><ul><ul><li>* Nielsen “The State of Mobile Apps” – June 1, 2010 </li></ul></ul>
  18. 19. M-commerce <ul><li>Can help consumers perform product research while shopping </li></ul><ul><li>Only 1 in 5 U.S. retailers uses m-commerce </li></ul>
  19. 20. <ul><ul><li>* Multichannel Merchant, “Outlook 2010: E-Commerce” </li></ul></ul>M-commerce Features Offered by U.S. Multichannel Retailers, February 2010 (% of respondents)
  20. 21. QR codes <ul><li>QR, or “Quick Response” codes, are two-dimensional bar codes that serve as a gateway for accessing mobile websites and content </li></ul><ul><li>Used in mobile ticketing programs </li></ul>
  21. 22. Example
  22. 23. SMS text campaigns <ul><li>Targeted SMS campaigns can provide valuable information in a variety of uses: </li></ul><ul><ul><li>Time-sensitive information </li></ul></ul><ul><ul><li>Special offers and coupons </li></ul></ul><ul><ul><li>Event information and updates </li></ul></ul><ul><ul><li>Internal communications </li></ul></ul><ul><li>What can you do with SMS: </li></ul><ul><ul><li>Text blast </li></ul></ul><ul><ul><li>Keyword response </li></ul></ul><ul><ul><li>Smart texting </li></ul></ul><ul><ul><li>Premium-rated SMS </li></ul></ul>
  23. 24. Social networking and mobile <ul><li>Closely related technologies </li></ul><ul><li>Facebook is the most popular app on a smart phone (followed by MySpace among teens and LinkedIn among adults 25-44) </li></ul>
  24. 25. GeoSocial networking <ul><li>GPS functionality has added a new layer to social networking </li></ul><ul><li>GeoSocial networks include Foursquare, Gowalla, BrightKite and Loopt </li></ul><ul><li>Foursquare is currently the leading platform for social networks </li></ul>
  25. 26. THX July 13, 2010