mobile marketing power point

8/7/2019 Mobile Marketing Power Point

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A Brief Overview of Mobile

Marketing: Abridged.



Why mobile?

It is:

Personal

Targeted

Relevant

Immediate

Actionable

Empowering

Ubiquitous

Measurable

A fresh, innovative way to reach your customersand give them access to your brand at any time,wherever they are.



But really…why? Numbers.

Mobile subscribers will pass 5 billion in 2010 (that’s over 70% of the world population.)

The Nielsen Co. says that the number of consumersaccessing the mobile Internet in the United States has

jumped from 54 million in May 2009 to 72 million in May2010, a year-over-year increase of 34 percent.

Usage is expected to double within the next 5 years asmobile overtakes the PC as the most popular web-accessing tool.

In May 2010, smartphones generated 46% of the traffic inthe AdMob network, up 22% from 2 years ago.



Some interesting findings…

According to a 2009 Pew study, over ½ of adultAmericans (55%) have accessed the Internetwirelessly.

Of the aforementioned 55% American adults,59% are Black/Non-Hispanic, and 62% areHispanic (English & Spanish speaking). Thestudy notes that African-Americans were themost active users of the mobile internet, and the

fastest-growing demographic, with 29% usingthe Internet on their mobile device on a dailybasis.



What devices users have now.



What devices users have recently purchased.



The next device users WANT to purchase.



Some device-specific facts about users:

RIM Blackberry OS



Android, iPhone, Palm demographics



Continued…



And of course,The iPad

“What is unique about the iPad is they are truly the most tactile device,with a larger screen where you are actually moving the content withyour hands, not a mouse or keyboard,” Catherine Spurway, Pointroll VPAdvertising and Marketing said. “This is a more immersive experiencethan the lean back of TV or the lean forward of the PC. You are part of the content.”

iPad’s early adopters find just about everything on the device —including the ads — a curiosity.

Interaction times averaging 30 seconds.

Click-through rates between 0.9% and 1.5%, 6X the benchmark for

web CR ads.

Optimized for entertainment, unlike other devices.



iPad demographics



iPad continued

Many marketers slow to launch iPad campaignsbecause of the relative novelty of the device…

(3.27 million iPads sold vs. 100 milion gadgetson Apple operation system, of which 95% areiPhones & iTouches.)

Opportunities: earn cred as an in-touch/tech-

savvy marketer and less clutter from other advertisers.



How to Utilize Mobile as a Marketing

Message Channel-

Applications (Apps)

• Consumers spent $6.2 million on apps this year.

• iOS & Android users download approx. 9 apps/month

• 14% of mobile subscribers have downloaded an app

in the last 30 days

What types?

• Games- extend your brand experience while providingentertainment

• Utility apps-promote brand while providing a valuable

service

Also, in-app ads



What apps are consumers using?



How does

app usagediffer

amongdevices?



The Mobile Web

Consider this:

Nearly 20% of U.S. mobile subscribers

used a downloaded app in January, but that

audience is spread across all devices.No one app reaches the entire populationwithout numerous reformatting processes.

BUT, many marketers still throw their entire mobilebudgets behind iPhone apps rather thanwebsites that have the potential to get in front of more consumers.



SMS Marketing

1) Popularity/reach

2) Staying power

3) Accepted for mobilemarketing

4) Permanence

5) Two-way

communication

6) Interactivity

Also: more immediate/intimate than email; staleemail subscribers may beeager SMS’ers; heavyregulation=more

relevance

Essential component tosponsorships

E-COUPONS!

American Idol…609

million votes cast over the course of season six> # who voted in lastelection.



Location-Based Services

Foursquare. Gowalla. Loopt. Brightkite. Yelp.Now Facebook.

Market growth: $96 million in 2009 to $512million in 2012.

2.4 million people use Foursquare globally.

How you can use:

-Increase brand presence on mobile

-Build awareness & positive word-of-mouth among socialmedia users

-Build more walk-in traffic, reward frequent customers,increase sales and more…



Foursquare metrics capabilities



More ways to utilize

Social Media: 50 million Facebook mobile users.

• Consumers more than ever using moible-enabled publishingplatfoms/social networks to instantly share their thoughts

about products, services and brands.

Search:• Users turn to it on mobile more than ever to find info on the go.

QR Codes: “Quick Response Codes” allow audienceinteract with once static billboards, posters, etc. and leadsuser directly to website, video, coupon, app, etc.• Can activate an ad and engage consumers on the go.

• Calvin Klein used QR codes to let users have access to anexclusive CK Jeans video.

• Rise of other quick response technology—Google Goggles.



And of course, the iPad

Apps & games:•

Expanded capability for involvement (users tactilelyhandle content), larger screens for vivid graphics andstunning video quality.

• Even more potential for utility apps with larger screenand more things to do.

Mobile commerce:

• Has been used as a “live” magazine, but can take it astep further into letting users make the purchase.



For example: Business to Business

Opportunities

Your businessperson target audience is less attheir desk and more on the go.

• Notoriously long B2B marketing messages now need

to be in bite-sized chunks. How to utilize:

• News/updates, emergency notifications, deadlinereminders

• Special promotions, lead generation

• Trade shows & events – Text alerts about special presentations, enter to win

contests, judge customer feedback, allow user to findmore info about company after booth experience.



Best Practices Across the Board

Start with your objectives

It’s imperative that you utilize mobile ONLY if it

makes sense in the context of your promotionalstrategy.• Figure out what you want to achieve.

• Figure out who your audience is and how they utilizemobile technology (both device and behavior).

• NOW assess how you will reach this audience withyour message.



Best Practices continued

Mobile marketing is most effective when contentis targeted and relevant to the user.

• SPAM=UNTARGETED/UNSOLICITED MARKETING

• Remember, a cellular phone is one of the most

personal devices. Don’t clutter it up, and give userssomething they want or can use.

Learn the boundaries of mobile, but embracethe unique capabilities.• Don’t try to use it as a vessel for the same messages/

formats you always use—tailor it.

• At the same time, utilize the things phones CAN do—take advantage of text-to-call, location-awareness,etc.



Best Practices continued

Give users a choice.

• All marketing requires an opt-in database—explicitconsent and reconfirmed consent from each recipientthat they are ok with getting messages from thissource.

• Ensure users can easily find and understand termsand conditions of a marketing program.

• Do NOT reuse opt-in lists from previous emailmarketing campaigns

• Make it known and make it easy for users to opt-out.



Best Practices

Ease of use (aka why Apple rules the scene)

• Make things easy to find, easy to use, easy to quit

• Test, test, test BEFORE you launch to consumers

Decide whether mass compatibility or customization (or both) is more sensible for your strategy and reaching your target market.

Make it secure• Only ask for necessary information, be diligent in

protecting user data, be aware of regulations.



Return on Investment-

it’s all about your objectives Mobile can be one of the most measurable,

trackable marketing channels.• Opt-in targeting gives info on demographics

• Use SMS short codes and coupons to track usage/responses from

particular mediums• QR codes allow for measurement of consumer interaction with

advertisement

• Location-based also offer metrics

• Capitalize on mobile search in a way that allows easier conversionto sales

• Set up a mobile landing page to track mobile users

Idea: Define what success means in terms of actual behaviors.

• Assign each desired action a monetary value, anddetermine ROI from measurements.



Players that are doing mobile well

Agencies:

• Hyperfactory (of Meredith Integrated Marketing)http://vimeo.com/4274910

• Razorfish

• Ogilvy Interactive (Ogilvy & Mather)http://www.ogilvy.com/#/The-Work/Galleries/2010-Cannes-Cyber-Media.aspx/IBM%20Seer%20Wimbledon/

Brands

• Red Bull• Pizza Hut

http://www.youtube.com/watch?v=Ojw8I1CFu-w&feature=player_embedded

• Murphy USA



Evolution of Mobile

How will consumers use their mobiles in the future? Prediction: money transfer; location-based services;mobile search; mobile browsing; mobile health

monitoring; mobile payment; near-field-communicationservices; mobile advertising; instant messaging; andmobile music.

The device war—who will be on top?

QR codes vs. Google Goggles/augmented

reality technology iPad Future



Sources

AdWeek

AdAge

Mashable

Nielsen

Mobile Marketing Association

Mobile Commerce Daily

Mobile Marketer

Gizmodo

MobiThinking

Open FORUM Small Business



References & Resources for future use

Mobile Marketing Association-www.mmaglobal.com

Mobile Marketing Association Code of Conduct

and U.S. Consumer Best Practices Guidelines-http://www.mmaglobal.com/policies

Direct Marketing Association- www.thedma.org

Telephone Consumer Protection Act-www.thedma.org/guidlines/tcpa.shtml

FTC Can Spam Act- www.ftc.gov

mobile marketing power point

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