Keep it Short and Useful: Mobile Marketing that Fits into Customers Lives and Delivers Value

In this webcast Chi Modu of Diverse Insights and DiDigital.net gives practical advice on…  ·      The most effective mobile tools·      How to move consumers from the mobile channel to action·      Mobile Web vs. Mobile applications·      How to effectively engage the consumer in conversation·      User acquisition, retention and monetization·      Consumer concerns and overview of privacy considerations 

   

Keep it Short and Useful: Mobile Marketing that Seamlessly Fitsinto Customers’ Lives and Delivers Value

SPEAKER:Chi Modu, Founder Chief Transformation Officer diverseinsights.comdidigital.net

MODERATOR:Alli LibbAmerican Marketing Association

SPONSOR:Aquent: aquent.com

Mobile

mo•bile - Being able to move or be moved freely or easily

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Brands Must Align With Current Information Access Points

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What We’ll Cover:

• Advantages of mobile vs. non-mobile marketing

• The parts of the mobile equation

• The surprisingly most effective of all the mobile tools

• How to effectively engage the consumer in conversation

• How to move consumers to action

• Consumer concerns and privacy overview

• Case studies

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Advantages of Mobile vs.Non-Mobile Marketing

• Omnipresence

• Reduced targeting errors

• Improved data management

• Always on and always aware

• Location awareness

• Intimate platform

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A Few Stats:

• Over 50% of global population pays to use mobile device

• 75% of US population or 232 million users of mobile phones

• Mobile banking to double to 400 million people by 2013

Source: International Telecommunications Union, an agency of the United Nations

Source: Pew Internet Research

Source: Juniper Research

Address bookAudio recorderCalendarCameraGame DeviceGPSLaptopMusic playerNote padRemote controlTelephoneTelevisionWallet

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Consolidation of Devices

Mobile Device =

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Five Parts of the Mobile Equation• Applications for smart phones (phones with internet access)

• Mobile web m.yourbrand.com vs. yourname.mobi or sites built with mode of access detection capability

• SMS (short message service) Short code marketing and texting

• Kindle, iPad, etc. Content access devices with added functionality

• Location based services Foursquare, Gowalla, and more

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What Does All of This Mean?

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Societal and Behavioral Shifts

• Smart info consumption

• Control of when/where and how to consume

• Increase of tasks in shorter time frame: e.g. 31 to 24 hours

• User-generated content more the norm

• • •

Source: OTX - US Think Tank

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What is the Most Effective of All Mobile Tools?

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The Most Effective Tool is the One That Your Customer is Most Familiar With

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When Integrating Mobile

• Create or refine your overall brand strategy

• Create a mobile plan and implementation course that is informed by your brand strategy and position

• Research and study your customers’ mobile behavior and information consumption preferences

• Understand what your customers (and prospects) expect from your brand

• • •

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Moving the Customer from One Channel to Next:Seamlessly integrate mobile CTAs (calls-to-action) with your non-mobile marketing

• Applications

• Mobile web

• SMS (Texting/Short Message Service)

• Kindle, iPad…

• Dynamic/location-based engagement

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Integrate and Leverage All Components of the Mobile Mix to Connect with Your Non-Mobile Marketing Efforts

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How do you best engage yourcustomer in conversation?

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Five Parts of the Mobile Equation• Applications for smart phones (phones with internet access)

• Mobile web m.yourbrand.com vs. yourname.mobi or sites built with mode of access detection capability

• SMS (short message service) Short code marketing and texting

• Kindle, iPad, etc. Content access devices with added functionality

• Location based services Foursquare, Gowalla, and more

VS.

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Taste Tests Still Work

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Thin Line Between “Spooky,” “Creepy” and Annoying

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Case Studies…

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Bowery Mission of NYC

Goal:To be the most effective provider of compassionate care and life transformation for hurting people in New York City.

Established in 1879

Challenge: To raise awareness of the plight of the homeless and hungry in New York City and increase donations

Strategy:Approach the age-old problem of hunger and homelessness with a 21st century solution.

Creative use of SMS that included facts, trivia, words of inspiration along with Bowery’s services for users of the services, donors and prospects.

Result:Increased awareness of the Bowery’s Mission

Bonus:Selected Best of Non-Profit, 2009, by Mobile Marketer

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Bowery Mission of NYC - Pro Bono Project

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General Mills: Wheaties Fuel

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General Mills: Wheaties Fuel

Challenge: Create a mobile campaign to support the new Wheaties Fuel to help reinvigorate and modernize the Wheaties brand

Strategy/ResultCreated next generation SMS campaign integrated with offline, television, and print promotions in partnership with Men’s Health Magazine.

Bonus:Selected among top 10 campaigns of, 2009, by Mobile Marketer

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Keep it Short and Useful: Mobile Marketing that Seamlessly Fitsinto Customers’ Lives and Delivers Value

SPEAKER:Chi Modu, Founder Chief Transformation Officer diverseinsights.comdidigital.net

MODERATOR:Alli LibbAmerican Marketing Association

SPONSOR:Aquent: aquent.com

Thank You!

Get in touch:chi@diverseinsights.com