integrating digital marketing across channels
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Loyola University Short Code Management Integrating Digital Marketing Across Channels
Joel Morrow CEO
Mobile Fusion
mobile-fusion.com joel.morrow@mobile-fusion.com
303.980.4900 office 303.949.2298 mobile
@Mobile_Fusion #DMA2011
Bio
© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | info@mobile-fusion.com 3
Joel Morrow – CEO of Mobile Fusion • Frequent industry speaker on mobile, social and digital
marketing for the Direct Marketing Association (DMA), American Marketing Assoc. (AMA), National Restaurant Association, the National Retail Federation and other groups.
• Previously, Director of Product Development, Digital Ventures at Western Union where he developed and executed the company's mobile marketing strategy/roadmap and global mobile money transfer product.
• MBA from the University of Colorado at Boulder.
Mobile Fusion is a leading digital marketing agency Agenda
© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | info@mobile-fusion.com 4
• The challenges/opportunities of a multichannel world • Success stories and industry best practices • Digital Marketing RoadmapTM • Top 3 free / low-cost ideas
Mobile Fusion is a leading digital marketing agency A Few of Our Clients
© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | info@mobile-fusion.com 5
What we can do for you: 1. Use mobile, social media and digital marketing to increase engagement, brand
affinity and sales. 2. Marketing programs: Mobile | Social Media | Website | Multichannel | Email | In-Store
Mobile Fusion is a leading digital marketing agency
Your customers are mobile, social & digital. Are you?
© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | info@mobile-fusion.com
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Dumb Mistake to Avoid: QR Codes
© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | info@mobile-fusion.com 7
Best Practice: Connect Offline to Online…
© 2008-‐2010 Mobile Fusion | All Rights Reserved | Confiden=al | mobile-‐fusion.com | 720.963.8000 | 800.431.8556 | info@mobile-‐fusion.com
…from web to social media…
© 2008-‐2010 Mobile Fusion | All Rights Reserved | Confiden=al | mobile-‐fusion.com | 720.963.8000 | 800.431.8556 | info@mobile-‐fusion.com
…to deliver coupons on the mobile phone...
© 2008-‐2010 Mobile Fusion | All Rights Reserved | Confiden=al | mobile-‐fusion.com | 720.963.8000 | 800.431.8556 | info@mobile-‐fusion.com
… and drive World of Mouth Marketing.
© 2008-‐2010 Mobile Fusion | All Rights Reserved | Confiden=al | mobile-‐fusion.com | 720.963.8000 | 800.431.8556 | info@mobile-‐fusion.com
Poll Question
© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | info@mobile-fusion.com 12
• How many Americans have a Facebook account? 1. 33% 2. 48% 3. 60%
Poll Question
© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | info@mobile-fusion.com 13
• How many Americans have a Facebook account? 1. 33% 2. 48% 3. 60%
Source: Facebook, May, 2011.
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Phase 2 – Run: Vail’s EpicMix integrates on-mountain, online, social & mobile to earn its price premium.
On your computer or mobile phone…
© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | info@mobile-fusion.com 15
Connect with friends…
© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | info@mobile-fusion.com 16
Results: Vail’s EpicMix First Year
© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | info@mobile-fusion.com 17
• 100,000 guests activated = 15% adoption. • 275,000 social posts on Facebook & Twitter • 35 million social impressions* • 2011/2012 season pass sales: +19%
increase with +27% revenue
Sources: • VailResorts.com, 8.31.2011 press release • VailResorts.com, Q3, 2011 quarterly financial results. • Based on Vail’s assumption of Facebook's estimate of 130 friends per person.
Integrate Across Channels
© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | info@mobile-fusion.com 18
Desktop Website
Signage
Facebook Post
Mobile Website
Text Message
Mobile Fusion is a leading digital marketing agency
Increase response rates by adding mobile to traditional marketing
© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | info@mobile-fusion.com 19
Campaign: • Mobile Fusion implemented a QR code on its
direct mail campaign to drive recipients to view a YouTube video and request more information through a mobile webpage form.
Results: • 266 people viewed YouTube video • 36 people requested more
information 13.5% conversion rate
PizzaHut.com/Apps
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© 2008-‐2010 Mobile Fusion | All Rights Reserved | Confiden=al | mobile-‐fusion.com | 720.963.8000 | 800.431.8556 | info@mobile-‐fusion.com
Poll Question
© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | info@mobile-fusion.com 21
• Who owns the data on your Facebook Page? 1. You 2. Mark Zuckerberg
Poll Question
© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | info@mobile-fusion.com 22
• Who owns the data on your Facebook Page? 1. You 2. Mark Zuckerberg
• Facebook owns your data, not you. • It can change its rules anytime, including
restricting your Facebook Fan Page. • Best practice: Seek to collect name, email and
mobile phone number from your fans so you can re-engage outside of Facebook’s “wall garden.”
Mobile Fusion Best Practice Phase 1 – Walk: ….Increase # of Likes to build Facebook database and word of mouth
© 2008-2010 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | info@mobile-fusion.com 23
Lightly Engaging Conversations Are Key …
© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | info@mobile-fusion.com 24
… obtain email and mobile phone # for future direct marketing and…
© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | info@mobile-fusion.com 25
….drive word of mouth advertising.
© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | info@mobile-fusion.com 26
Published to fan’s Facebook network.
Mobile Fusion is a leading digital marketing agency
Use Digital | Social | Mobile to advance each stage of the Purchase Funnel
© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | info@mobile-fusion.com
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Awareness | Research TV | print | social | mobile
Shopping | Engage QR code| search/PPC | Facebook
Purchase (store | web | phone)
Post-‐purchase support + Cross-‐sell
Brand
Advocate
Phase 1 - Walk: Don’t replicate your website on the mobile phone. Prioritize the top 3-5 things customers are seeking
© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | info@mobile-fusion.com 28
Build Email and Mobile Databases
© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | info@mobile-fusion.com 29
Mobile Fusion Case Study Phase 2 – Run: Use mobile for slow times and at the last minute to drive incremental sales on slow days/times and during seasonal promotions
© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | info@mobile-fusion.com 30
© 2008-2010 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | info@mobile-fusion.com 30
EdibleArrangements.com
Father’s Day promo results = 365% ROI with 1.6% buy rate
(11x higher than email’s 0.15%)
Though mobile video, create brand believers
© 2008-‐2010 Mobile Fusion | All Rights Reserved | Confiden=al | mobile-‐fusion.com | 720.963.8000 | 800.431.8556 | info@mobile-‐fusion.com
B2B: Tell Your Story on Printed Materials (biz card, trade show booth)
© 2008-‐2010 Mobile Fusion | All Rights Reserved | Confiden=al | mobile-‐fusion.com | 720.963.8000 | 800.431.8556 | info@mobile-‐fusion.com
Best Prac*ce Add Text Call to Ac=on for 2/3rd of Americans without a
Smartphone
Proposed Solution Digital Marketing RoadmapTM
© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | info@mobile-fusion.com 33
Phase 1-Walk
Build Capabilities
Phase 2-Run
Execute Campaigns
Across Channels
Phase 3-Leap
eCRM Right msg @ right
time via right channel
Digital Marketing RoadmapTM
© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | info@mobile-fusion.com 34
Digital Marketing Roadmap
© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | info@mobile-fusion.com
Call or email for copy of our Digital Marketing Roadmap with multichannel marketing calendar
Joel Morrow CEO
Mobile Fusion
mobile-fusion.com jmorrow@mobile-fusion.com
303.980.4900 office
Top 3 Free / Low-Cost Ideas
© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | info@mobile-fusion.com 36
1. Fix website on mobile phone with single mobile webpage with contact info.
2. Add Like Us button to website home page and move above fold.
3. Create and share company-wide multichannel marketing calendar.
Conclusion: Why multichannel should be a priority
© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | info@mobile-fusion.com 37
1. Bad customer experience 2. Stop working hard doing the wrong things 3. Enhance career marketability inside and
outside your company
Questions
© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | info@mobile-fusion.com 38
Joel Morrow CEO
Mobile Fusion
mobile-fusion.com joel.morrow@mobile-fusion.com
303.980.4900 office 303.949.2298 mobile
@Mobile_Fusion twitter #DMA2011 twitter
LinkedIn.com/in/JoelMorrow
• Email or provide card for copy of presentation
Proposed Solution Appendix
© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | info@mobile-fusion.com 39
Mobile Fusion is a leading digital marketing agency Social Media Stats
© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | info@mobile-fusion.com
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• 150 / 309 million or 48% Americans use Facebook (source Facebook, US Census, 5.22.2011)
• 50% of its ac=ve users access Facebook via mobile (Source: Facebook). • Those who access Facebook via their mobile device are proven to be twice as ac6ve as those who don’t.
• The average American Internet user watches 30 minutes of video online per day [40 percent increase over 2009] (comScore) Compared to 5 hours of television per day
Mobile Fusion is a leading digital marketing agency Mobile Stats
© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | info@mobile-fusion.com
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1) More text messages / day than voice calls on mobile phone.1
2) 97% of text messages are opened with 83% opened within one hour.2
3) In October, 2010: 7 of 10 Americans texted; 36% used the mobile web; 1 in 4 used social media.3
4) 52% of shoppers use smartphones to compare prices, 37% locate retailers via smartphone, 23% of shoppers make purchases via their mobile phone.4
5) 1/3rd of Facebook’s 600 million users access via mobile.5
Our mobile devices are the foundation of our digital lives
They are becoming our digital “Swiss army knife”
Mobile & Social Media are synonymous as consumers use mobile as their frequent devices to check Facebook, get directions, view store hours, check
prices
Mobile Statistics
Mobile Trends
Sources: 1 CTIA-The Wireless Association (trade association of U.S. wireless carriers). 4 Google, “Think Holiday,” August 2010. 2 New York Times, 9.23.2008-2010 article quoting U.S. wireless carrier research. 5 Facebook, 2010. 3 ComScore MobiLens study, October, 2010.
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