creating a mobile strategy kelly mcivor @kjmcivor october 18, 2011 mobile marketing is no longer...

Creating a Mobile StrategyKelly McIvor@kjmcivor

October 18, 2011

“Mobile marketing is no longer something companies need to try – it's something they need to do.”

Contents

• The State of Mobile

Creating a Mobile Strategy

Contents

• The State of Mobile• Types of Mobile Media


Contents

• The State of Mobile• Types of Mobile Media• Define Your Objectives


Contents

• The State of Mobile• Types of Mobile Media• Define Your Objectives• Know Your Audience


Contents

• The State of Mobile• Types of Mobile Media• Define Your Objectives• Know Your Audience• Define Your Strategy


Contents

• The State of Mobile• Types of Mobile Media• Define Your Objectives• Know Your Audience• Define Your Strategy• Technology Choices


Contents

• The State of Mobile• Types of Mobile Media• Define Your Objectives• Know Your Audience• Define Your Strategy• Technology Choices• Integration Planning


Contents

• The State of Mobile• Types of Mobile Media• Define Your Objectives• Know Your Audience• Define Your Strategy• Technology Choices• Integration Planning• Selecting a Vendor


The State of Mobile

• Number of American adults (13+) with a mobile phone2: 234 million

1 Cellular Telephone Industry Association, 20112 ComScore, October, 20113 Ipsos/Google, July, 2011


The State of Mobile


• Percent of mobile-only households1: 27



The State of Mobile


• Percent of mobile-only households1: 27• Percent who use text-messaging2: 71



The State of Mobile


• Percent of mobile-only households1: 27• Percent who use text-messaging2: 71• Percent who access the web2: 42



The State of Mobile


• Percent of mobile-only households1: 27• Percent who use text-messaging2: 71• Percent who access the web2: 42• Percent of smartphones2: 40



The State of Mobile


• Percent of mobile-only households1: 27• Percent who use text-messaging2: 71• Percent who access the web2: 42• Percent of smartphones2: 40• Percent of smartphone users who access

the web at least daily3: 78



Types of Mobile Media

• Reach (% of mobile users)• Ease of implementation (Scale 1-10)• User-experience


SMS / Text-Messaging

• Short/Long Codes



• Short/Long Codes• Build a database



• Short/Long Codes• Build a database• Push-style content





95%Reach:




95%Reach:

User-experience: consistent, familiar




95%Reach:

Easy HardSMSImplementation:



= ??

MMS(Multi-Media Messaging Service)

• Barcodes/QR Codes


QR MS Tag

Matrix

BeeTag


• Barcodes/QR Codes• Images/pictures


QR MS Tag

Matrix

BeeTag


• Barcodes/QR Codes• Images/pictures• Video


QR MS Tag

Matrix

BeeTag




QR MS Tag

Matrix

BeeTag

<40%Reach:




QR MS Tag

Matrix

BeeTag

<40%Reach:

User-experience: inconsistent, unfamiliar, richer




QR MS Tag

Matrix

BeeTag

<40%Reach:

Easy HardQRImplementation:

User-experience: inconsistent, unfamiliar, richer

Pics

Mobile Web

• Define your purpose


Mobile Web

• Define your purpose• Auto-detect mobile device


Mobile Web

• Define your purpose• Auto-detect mobile device• Content is key


Mobile Web



75%Reach:

Mobile Web



75%Reach:

Easy HardWebImplementation:


Downloadable Applications

• Very interactive



• Very interactive• Complex delivery



• Very interactive• Complex delivery• Expensive development

Application Marketplaces Apple, Android, Rim, Windows, Nokia






25%Reach:





25%Reach:

User-experience: consistent, engaging





25%Reach:

Easy HardAppsImplementation:

User-experience: consistent, engaging

IVRIntegrated Voice Response

• Instant response



• Instant response• Interactive



• Instant response• Interactive• Develop a database





100%Reach:




100%Reach:

Easy HardIVRImplementation:


Mobile Advertising

• Banner Ads•Mobile/WAP sites•In-game or in-application•Landing Pages


Mobile Advertising


• SMS•End-of-message Tags•Full message


Mobile Advertising



• Advertising Networks (adMob, Jumptap, others)


Mobile Advertising



• Advertising Networks (adMob, Jumptap, others)

• Direct to mobile site owner



Questions?


ApplicationMobile WebSMS

Content

Creating a Mobile StrategyD

isco

very

ApplicationMobile WebSMS

Content

SMS

QR Code

Advertising

NFC

Mobile Web

Developing a Mobile Plan

•Define your objectives




•Understand your audience





•Define the strategy






•Choose the mobile media


Working example

GoodPuppy.org

Mission: Eliminate cruelty to domestic pets through identification, protection and education.


Define your objectives

•Primary and secondary objectives



•Primary and secondary objectives•Increase donations/sales



•Primary and secondary objectives•Increase donations/sales•Reduce costs



•Primary and secondary objectives•Increase donations/sales•Reduce costs•Recruit volunteers



•Primary and secondary objectives•Increase donations/sales•Reduce costs•Recruit volunteers•Increase advocacy




•Measurable




•Measurable

•Consider a phased approach




•Measurable

•Consider a phased approach

GoodPuppy example: Rescue 5 additional pets per week.



Questions?

Understand your audience

•Current vs. Desired




•Develop a mobile profile•Devices•Activities





•Demographics





•Demographics

•Historical patterns




•Develop a mobile profile

•Devices•Activities

•Demographics

•Historical patterns

GoodPuppy example: current: 35-50yr old pet owners, urban, tech-savvy


Mobile Technographics: Understanding The Connected Consumer

September 2010 “US Mobile Technographics®: 2010”


Questions?

Define the mobile strategy

•What do you want to offer/enable?



•What do you want to offer/enable?GoodPuppy example:

Objective: Rescue 5 pets/week. Strategy: Allow real-time reporting and information gathering including photo evidence and location information.



•What do you want to offer/enable?GoodPuppy example:

Objective: Rescue 5 pets/week. Strategy: Allow real-time reporting and information gathering including photo evidence and location information.

•What is your level of commitment?



Questions?

Choose the mobile media

•Based on your audience


SMS

Mobile Web

Application

QR Code



•Short-term vs. Long-term


SMS

Mobile Web

Application

QR Code




•Device and platform features required


SMS

Mobile Web

Application

QR Code





•Mobile discovery vs. content


SMS

Mobile Web

Application

QR Code





•Mobile discovery vs. content


SMS

Mobile Web

Application

QR Code

GoodPuppy example: Phase 1: allow mobile user to upload a picture Phase 2: create an application that allows picture/movie-taking

Working exampleGoodPuppy.org

Mission: Eliminate cruelty to domestic pets through identification, protection and education. Objectives: Rescue 5 additional pets per week.Audience: current: 35-50yr old pet owners, urban, tech-savvyStrategy: Allow real-time reporting and information gathering including photo evidence and location information.Media: Phase 1: allow mobile user to upload a picture using MMS Phase 2: create an iPhone/Android application that allows picture/movie-taking



Questions?

Integration

• Mobile should be a part of a larger strategy


Integration

• Mobile should be a part of a larger strategy• Strong Call-to-Action


Integration

• Mobile should be a part of a larger strategy• Strong Call-to-Action• Compelling and valuable


Integration


Potential integration points•Website


Integration


Potential integration points•Website•Printed material


Integration


Potential integration points•Website•Printed material•Social networks


Integration


Potential integration points•Website•Printed material•Social networks•Email newsletter


Selecting a vendor

•Strategy Development/Consulting


Selecting a vendor


•Media Specialists (e.g. apps, SMS, Web)


Selecting a vendor



•Development shops


Selecting a vendor




Look for:•depth of expertise (how long in mobile)


Selecting a vendor




Look for:•depth of expertise (how long in mobile)

•breadth of knowledge (which aspects of mobile)


Selecting a vendor

Self-Service Platforms

•Support the needed features?

•Who will operate/use the platform?

•What skills are required?


Conclusion



Conclusion





•Integrate with other efforts


The next workshop

•Mobile Use in the Non-Profit Sector•Mobile Fundraising•Mobile Advocacy•Mobile Marketing and Advertising

October 25, 2011


Contact

Kelly [email protected]


Appendix A: The Mobile User-Story

Target.com vs. m.target.com

“...the mobile use case is about either urgent need-to-know or impulsive want-to-have data.”

- Steve Smith, Media Post: Mobile Insider


creating a mobile strategy kelly mcivor @kjmcivor october 18, 2011 mobile marketing is no longer...

Documents

mobile strategy slide

percent of mobile

mobile phone

mobile marketing

mobile strategy kelly

types of mobile media

familiar slide

percent of smartphones