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Mobile
marketing
inspiration
to get you
thinking
DIGIT 12
Michael Leander
• [email protected]•@michaelleander < Twitter• Facebook/Linkedin “Michael Leander”
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See the pictures from the session here
Pictures from the session here http://www.facebook.com/media/set/?set=a.10151162406261039.437893.232078671038&type=1
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… and other new opportunities to interact and get a response from your
audience using QR codes (or not)
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Me too, me too, me too,me too, me too, me too !
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Drink and scan –if you can !
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The future is already here — it's just not very evenly distributed.William Gibson, 1993
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104.000.000SIM Cards issued in Pakistan
… and growing
7 out of 10 Pakistanis
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5-6 million smart phone users in Pakistan
Mian Muhammad Mansha
Expected to grow to 50 million by 2016 (Ericsson Pakistan)
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Sources: Telenor Pakistan and Socialbakers.com
Mobile internet users: 1 in 4
Facebook penetration: 1 in 4 of online population(total 8 million)
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18-26 year olds:
high data consumption on feature phones
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Models designed for featurephone users
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In closing
• Remember there are two kinds of people
Blackberry &Feature phones
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And so should you
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Get 11 mobile marketing case
studies – with your business card
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Which reads the most words
pr minute – the eye or the ear?
2.500 words per minute 125 words per minute
The eye reads 20 times faster than the ear @michaelleander
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We are in the picture
economy
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Challenge: from eyeballs
to reel interaction?
Make sure you include USP’s
and/or branding when appropriate
Call to action: Links and
descriptive text needed
Stir an emotion
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WHAT DOES THE PICTURE ECONOMY MEAN FOR OUR MOBILE MARKETING ACTIVITIES?
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Meet Good ‘ol AIDAA = Attention (Awareness)
I = Interest
D = Desire
A = Action
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Attention
Interest
Desire
Actionwww.linktext.com > learn more about this masterclassand see how attending can help you increase your email marketing ROI www.linktext.com
Spend: € 22Revenue: € 4.950
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Community engagement – picture economy
• The secret lives of luxury shoes
• Photos are submitted through Instagram using the hashtag #BGShoes
• Image is placed on map near Bergdorf’s of Manhattan
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A day in the life of a mobile user
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Mobile is a case of push and pull
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The biggest change is what?
Touch is
the biggest change
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Touch will change the game completely
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• Make sure your websites are mobile
native – or mobile friendly
• Learn about HTML 5
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Beware of permission and make sure mobile users understand what they get themselves into
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Mobile or mobility?
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Key trends changing buying behavior
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Key trends changing buying behavior
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Mobile marketing is multichannel multiply
ROMI by 5, 10, 25
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What your audience expects
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What your audience experience
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It is a [multi-channelgame of many devices, many platforms and umpteenthdelivery formats
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Integrate touchpoints for maximum engagement
Maximize each touchpoint while measuring ROMI
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Lifecycle thinking applied in mobility
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Pushing your mobile
advertisements
• Click through rates very high on mobile banner adds
• Click through rates for in-app adds up to 12 times higher
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Mobility How to engage the moving audience
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Thin
Which real problem are you solving?
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Which problems does the tablet bank solve?
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Tripit.com keeps track of trips- Notifications - Track loyalty programs- Integrates with social networks
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Foursquare –mobile & relevant time and place offers
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Consumers are becoming more and more cautious
Trust is critical
Remember your trust emblems(positive associations, testimonials etc.)
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Short attention span, loads of intrusion- how do you cut through the clutter?
Brain filter
Do I know you?Do I need you?
Can I trust you?
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Unique passionateemotionalauthenticfocused
interactivemeaningful
…
How to get into the Mind Box?
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7 senses to consider for any mobilemarketing campaign
• Lust; the anticipation of pleasure, (which we crave)
• Mystique; an unanswered question that intrigues us and makes us want to solve the puzzle
• Alarm: the threat of negative consequences, which demands immediate response
• Prestige: symbols of rank and respect, which earn us status and admiration
• Vice: rebellion against rules, which tempts us toward “forbidden fruit”
• Trust: certainty and reliability, to which we give our loyalty
• Commonsense; use your commonsense
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See examples of these senses
applied – get the case studies
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Which senses do this Westin
mobile add play on?
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Axe girl wake me up
• Sign-up via qualification
• IVR
• Different Axe girl calls every day
Think: Solves a real problem in a fun way(service) and generates continous awarenesss
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Michael Leander is an internationalmarketing speaker. He has spoken in Pakistanand 40 other countries
Find him herehttp://www.twitter.com/michaelleanderSpeaking: http://www.michaelleander.meConsulting: http://www.michaelleander.com
Questions, comments:send an email to [email protected]
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Bonus slides …
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Mobile Email Design Best Practices
• A narrow email width
• Single column layout
• Compelling subject line
• Large headlines & Call to Actions (CTA’s)
• Bullet proof buttons
• Graceful Degradation
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McDonald’s CampaignPush Notifications with CircleTie Egypt
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Trigger Based Push Notifications
Notifications sent from nearest McDonald’s whenever any of the following happens:• User passes within 2 km of a McDonald’s
venue• User discovers nearby fast food• User searches for venue that is categorized as
fast food
All to people whom have given consent (permission) to receive notifications
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Get Feedback, Attach vouchers or URLs
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McDonald’s Egypt used the attachment feature to drive people to their Facebook page
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On BlackBerry too
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Other words of importance
• Mobile search is significant
• Mobile content
• Create your own mobile universe and distribute that content to all channels