Mobile MarketingMay 15, 2012

What is Mobile Marketing?

“Mobile Marketing is a set of practices that enables organizations to communicate and engage with their audience in an interactive and relevant manner through any mobile device or network.”

-The American Mobile Marketing Association

Examples of Mobile Devices:

• Smartphones• Tablets• Laptop computers• GPS devices• Wireless credit card payment terminals (e.g. Apple

store)

How Can I Use Mobile Devices for Marketing?

• Mobile web marketing

• QR codes

• SMS text

• MMS (Multimedia Message Service)

• In-game mobile marketing

• Location-based marketing

Case Study: Mobile Marketing

The ChallengeInterContinental Hotels Group wanted to reach people on the move or last-minute travelers who want a quick and easy way to book a room for the night.

The SolutionIHG developed a mobile strategy, dividing the group’s potential mobile audience into three segments:

• Searchers – the largest group; people who don’t have a brand preference.• Direct bookers – people who know the IHG brand and expect to book rooms

using their high-end devices.• Loyalists – the audience most likely to download and use an app. They are

faithful to the IHG brand and regularly book rooms with smartphones.

They took a segmented approach and reached out to the largest audience with a mobile-optimized website while targeting loyalists with an app.

The Execution• IHG created the mobile-optimized site so visitors could check availability

andbook rooms at nearby IHG hotels.

• After the mobile site, IHG launched the Priority Club® Reward app allowing customers to book hotel rooms, check their points and view reservations.

QR Codes

The Challenge

The City of Manor was faced with the challenge of how to engage citizens, businesses and tourists by utilizing mobile technology on a very limited IT budget.

The Solution

The City of Manor launched a six-month campaign with QR-codes for document management. QR-codes provide residents information on-demand and add an additional layer of transparency to government that never previously existed.

The Execution

• Manor leveraged existing QR-coded "Digital Stop" signs throughout the community and configured each QR-code sign as a hyperlink to web content.

• Using an online QR-code generator, the City of Manor was able to encode specific URLs onto each QR-code. The benefit was that content could be changed at any time without having to generate a new QR-code, giving the City of Manor the flexibility to update information and change the placement of signs without additional cost.

• After installing free decoding software an individual can scan a City of Manor QR-code with their phone and are taken directly to the linked site. Although each QR-code appears to be the same image, each links to separate websites relevant to their location and placement.

SMS

The Challenge:

Route 66 Harley-Davidson wanted to maintain its visibility with current customers and add new customers and revenue.

The Solution:

Route 66’s mobile club developed a SMS-based holiday promotion that drew in their customers and encouraged them to make purchases.

The Execution:

• Called the program the 12 Days of Christmas and ran the promotion from December 12 – 24, 2011

• Consumers were encouraged to text the keyword RT66 to 55678

• Members then received daily alerts on their phones offering a 20% discount on a different merchandise item each day

• Was promoted through its

social media campaign, in-store

marketing and previous customers

of the dealership

MMS

The Challenge:

BMW in Germany was looking for a way to market snow tires to their customers and increase sales. BMW Germany wanted to remind its customers that snow tires are more of a necessity rather than luxury.

The Solution:

BMW sent a customized MMS message to new customers just before winter to remind them to buy winter tires and to direct them to a BMW dealership to buy them.

The Execution:• Messages were sent to 1,200 customers and had a personalized customer

greeting and recommended a specific tire.

• The price of the tire, lists of dealerships in the area, picture and description of the tire were all included in the MMS.

• The multimedia message included the ability to download a link enabling consumers to see how their cars would look with the new BMW snow tires. Consumers also had the option to receive a call from their nearest dealer.

In-Game Marketing

The Challenge

Organic foods maker Cascadian Farm wanted to increase brand visibility and chose to do so through in-game marketing.

The Solution

Cascadian Farm positioned itself as the brand behind Farmville’s new organic blueberries crop and became the first in-game branded crop to ever appear in the FarmVille Market.

The Execution

In one week after launching, Cascadian Farm

blueberries had already been purchased by

more than 1 million players for 20 credits

each. More than 310 million Cascadian

Farm organic blueberries were

planted by FarmVille players. The

campaign lasted in total of two weeks.

90% of mobile users play at least one game per week on their phone.

Location-Based Marketing

The Challenge

McDonald’s in Singapore wanted to find a way to celebrate Singapore’s National Day while adding visibility to their restaurants.

The Solution

Utilizing Facebook places, McDonald’s Singapore launched a campaign run through a microsite that showed how many people had checked into McDonalds’ restaurants around the country.

The Execution

• They set an aim of 46,000 check-ins, in celebration of Singapore’s 46 years of independence.

• When the target was reached, a special surprisewould be revealed, and people could keep up to date with the check-ins so far, via the microsite.

In 2011, more than 200 million people used Facebook on their phones.* *Facebook Blog

What’s Next for Mobile Marketing?*

• Audience targeting through data capture– Nike FuelBand API

• More social

• Activation– QR Code use has

grown >50% in

6 months

• Augmented reality

• HTML5 *As Reported by Mashable

Key Insights

• We must think multi-channel

across the marketing spectrum,

emphasizing mobile

– The average 20-something

switches platforms 27 times

per hour! [AdAge]

– Hispanics are the fastest

adopters of mobile technology

• Mobile should be a part of every campaign we develop

– All sites for clients should be mobile-optimized

– Other mobile tactics should be employed, depending on the audience

Questions?