The Wild World of Digital Mobile and Video Marketing

(Digital Marketing), MPPR-881-01Spring 2016

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Jay D. Krasnow

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Price

Preferences

Promotion

Place

People

Product

Let’s Talk About Mobile/Video

(The Six P’s of Marketing)

Mobile Marketing …

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Refers to “advertising by reaching out to connect and interact with consumers

through their mobile electronic devices of choice.” (Ryan)

Gartner 2013 Ad Spend Study$11.4 B in 2013$24.5 B in 2016 (est.)

Gartner 2014 Ad Spend Study$41.9 B by 2017 (est.)

Portio Research 2012 SMS Study7.8 T SMS in 20118.3 T SMS by 2015 (est.)

Portio Research 2014 SMS Study8.2 T SMS in 2016 (est.)7.9 T SMS in 2017 (est., decline)

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Momentum

• YouTube has over a billion users – almost one third of all people on the Internet

• YouTube and even YouTube on mobile alone reaches more 18 – 34 and 18 – 49 year-olds than any cable network in the U.S.

Mobile

• More than half of YouTube views come from mobile

Advertising

Partner revenue is up 50% y/y – (three years in a row)

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What Can Mobile Marketing Be Used For?

Build Brand Awareness

Foster CommunityStart

Dialogues

Loyalty Programs Crowd

SourcingTarget Marketing

Engage Customers

WHY?“MESSAGING IS KING.” -- PORTIO RESEARCH

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Internet-Enabled Devices……provide timely, relevant, useful (and often entertaining) information {immediately} ...

… in a form that is more convenient than was possible even a few years ago!

(But some services are better- suited for tablets than for cell phones).

How Effective Are Mobile Ads?

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Interactive Advertising Bureau & Mobile Marketing Association:

Created guidelines measure ad effectiveness in 2011

Updated 2013 Standards for counting

impressions

Key Performance Indicators include:

Total downloads Total app users New users Frequency and duration of visit Bounce rates Segmentation by device type Click-through rates

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(and Mobile/Video Marketing)

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Everyone want’s to capitalize on the Star Wars brand … and it’s making Disney money!

… and Disney holds contests for the best fan films!

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First choose your persona … then:

Watch Star Wars videos Get tie-fighter emoji Take Star Wars polls Learn about notable dates Star

Wars history Get Star Wars news Get planet weather information Take a selfie as a jedi knight Listen to classic quotes Play games Buy tickets Buy additional apps

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Lot’s of Twitter followers for top tier presidential candidates!

(Ted Cruz knows what he’s doing … but few reviews)

GUESS WHO WON THE GOP IOWA CAUCUS?

(ARE YOU SURPISED?)

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The Coca Cola Company Helps You Come Up With Creative Drinks then

find vending machines that sell them…

(and the fans love it!)

The Coke website doesn’t just give information about it’s project. It’s a news provider like CNN:

Recipes, videos, associated music, history, emoji. (Much of this content is available via apps).

Coke sometimes gets in trouble as “peacemaker.”

Mexican Christmas Ad ShareACoke (With Obesity?)

Taking Education (and Storytelling) Mobile

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Would You Like To … Donate money? Take our class? Pitch a story? Come to an event? Watch a video?

Plan your visit to U.S. Holocaust Museum.

Questions?

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Jay D. KrasnowEmail: krasnowj@georgetown.edu

Web: www.storymoose.com LinkedIn: jaykrasnow

Twitter: @JayKrasnow