MobileMarketing

AN INTRODUCTION TO TECHNOLOGIES

TO DELIVER A MESSAGE RIGHT IN THE

POCKET OF THE TARGET AUDIENCE

Hi :)

@coolz0r http://happymiel.be http://wavelab.be

• Segmentation, use & importance• Embedded mobile ads• Offline tie-ins • SMS (TXT) / MMS • Barcodes & QR • Augmented Reality experiences • Mobile apps, branded services and

games • Location-based mobile marketing• Mobile search marketing• E-mail marketing

TODAY’SDIGEST

SEGMENTATION,USE & IMPORTANCE

Segmentation with powerful demographics and psychographic signals

– By brand of handset / smartphone

– By carrier • MVNO’s• Subscription plans

– By phone features or phone type

– By app preference– By location or region

Your mobile phone is the most personal tech

device most of you will ever

own

– With you all the time– User History

• Call history• Text history• Browsing history• Search query history (!)• Location history (triangulated or GPS)

– Access to address book & calendar– Social apps (location or not)– App download history, app type preference– Entertainment preferences

(games, music, movies,...)– Capture & share / store & manage digital moments

through camera, video & voice recordings.

EMBEDDEDMOBILE ADS

Embedded mobile ads: some examples

Visual ads embedded within the content of another website.

Embedded mobile ads: Google’s suggested formats

Embedded mobile ads : iAds

iAd reaches millions of iPhone, iPad and iPod touch users around the world in their favorite apps.

With the iAd Network, you can reach the Apple audience. This audience:

• Has installed more than 15 billion applications

• Has activated over 250 million iTunes accounts

• Spends, on average, 73 minutes per day using apps

• Engages with iAd ads for an average of 60 seconds per visit

Each ad is shown only to the audience you want to reach, in the apps they love and use the most.

Embedded mobile ads : iAds

Estimating the chances for an iAd's success requires analyzing how it performs relative to its competitors and for the marketer in the 5 general areas above.

Embedded mobile ads : iAds

Illustration by monty.de

OFFLINE TIE-INS

OFFLINE TIE-INS

Any CTA in a media publication or on a billboard for:

SMS AR QR (or Maxi/EZ codes)

OFFLINE TIE-INS

SMS (TXT)& MMS

SMS (TXT) / MMS

-Track the size of your list at all times (total numbers of recipients)-Monitor opt-ins / opt-outs (compare opt-ins & opt-outs against growth rate of list over time)

- You need this to measure the success of mobile coupons, campaigns, newsletters

-Measure this:- Messages sent- Messages bounced- Messages received (opened)- Links clicked- Conversion from links to :

- Downloads- Purchases - Enrollments- Sign-ups to newsletters- Subscriptions

SMS (TXT)

More than 19,000 consumers clicked through the banners to visit a mobile-optimized site for the car maker’s XF line of sedans, and 4 percent of those turned into qualified leads.

Jaguar campaign in Australia

SMS (TXT)

SMS ‘Jaguar’ to the short code 524827

The first message was sent out on December 21st with this copy:

“Join the Jaguar Platinum Celebration. Test drive a 2011 Jaguar: http://www.jaguar.mobi/r/T66042872400 or reply DRIVE + ZIP.

Data rates apply. Optout send STOP.”

Notice the message is 159 characters long, to fit in one text message. However, if they would have eliminated empty spaces and used a URL shortening  service like Bit.ly, there would have been an additional 21 characters to say something even nicer:

“Join the Jaguar Platinum Celebration! Test drive a delicious 2011 Jaguar: http://bit.ly/dIktwQ or reply DRIVE+ZIP to sign up. Data rates apply. Optout:send STOP”

The link points to a mobile sign-up form to enlist for a test drive, the application procedures are kept as simple as possible.

SMS (TXT)

The test drive page enabled visitors to either click to call a Jaguar representative or enter their full name and mobile number to set up a test drive via SMS. Users can also opt-in for updates from the brand.

SMS (TXT) for a cause

SMS (TXT) for a cause

text “Haiti” to 90999 to send a $10 donation to the Red Cross

Red Cross Raises $5,000,000+ for Haiti Through Text Message Campaign

SMS (TXT) loves television

TelevotingMatchmakerSMS GamesRingtonesAstro QotDsWallpapersScreensaversGames

MMS

Multimedia Message Service (MMS)Extension of SMS, but with WAP encoding

audiovideotimed slideshowstextimages

Issue: mobile carriers charge for sending +

receivingand that costs up to 15 times as much as

an SMS

SMS (TXT)/MMS Terms & Conditions

1. In addition to any entry, submission, subscription or other fee of which you are notified, your carrier's standard messaging rates apply to your entry or submission message, our confirmation and all subsequent SMS correspondence.

2. We will not be liable for any delays in the receipt of any SMS messages as delivery is subject to effective transmission from your network operator. SMS message services are provided on an as is basis.

3. Data obtained from you in connection with this SMS service may include your cell phone number, your carrier's name, and the date, time and content of your messages. We may use this information to contact you and to provide the services you request from us.

4. If at any time now or in the future, you elect to cancel your subscription of *product* SMS Alerts, you can unsubscribe at any time by texting 'STOP' to #number. By subscribing, you consent to receiving, from time to time, further text messages from us which may include offers from us, our affiliates and partners.

5. No refunds for your early cancellation of *company* SMS Services.

6. The text service is available to all major carriers. 7. For support please click *link*

BARCODES & QR

QR

QR Codes are all about the relaying of information and getting the customer to perform an action. Sometimes that action is simply scanning the code and enjoying its content. But here are some other things that QR Codes can do:

• Direct people to a URL• Give people an email address• Give people a phone number• Give a message (menu specials)• Give a VCard• Give a text to send• Link to a YouTube video• Link to a Google Map• Link to GeoPOI

NEED: QR Scanner (free app)

QR

BARCODES

product identification/registration

customer identification/registration

BARCODES (EAN-13)

BARCODES (UPC-A)

Codes of the Number System Character: 0 - Standard UPC number. 1 - Reserved. 2 - Random weight items like fruits, vegetables, and meats, etc. 3 - Pharmaceuticals 4 - In-store code for retailers. 5 - Coupons 6 - Standard UPC number. 7 - Standard UPC number. 8 - Reserved. 9 - Reserved.

AUGMENTEDREALITYEXPERIENCES

Augmented Reality

Live direct or indirect view of a physical, real-world environment whose elements are augmented by computer-generated sensory input such as sound, video, graphics or GPS data.

There’s an app for that!

Augmented Reality Browser

When a user opens a Layar Vision layer, the image fingerprint corresponding to the reference image IDs for that layer will be loaded for the client

Here’s what you can do with Layar AR:

Support 3D modelsSupport animated augmentsSharing to Facebook, Twitter, other social networksLayer actions:

Call - Email – Share – URL - (other dev coded actions)

Audio + Video trigger Geo-tag objects for location-based game-play & local services

Augmented Reality

Augmented Reality

Top right: Nearby points, in real-time.Moves + works like a compass

Dots in your screen mark GeoPOIs(Geolocated Points-of-Interest)

Can be of any color or shape.

MOBILE APPSBRANDEDSERVICES& GAMES

Branded games on mobile

58% say it is important for brands to be fun and playful.

• Light social gamers still interact 3 hours per week with their social games.

• Medium social gamers play up to 10 hours.• Heavy social gamers starts as of 10 hours per week.

Branded mobile apps

Branded games on mobile

LOCATION-BASEDMOBILEMARKETING

Location-based Mobile Marketing

Getting people to the stores (CPPoF – Cost per pair of feet)

Advantages of Proximity Marketing(dixit Robert McCourtney, Metamend)

A captured targetIncreased impulse buyingDevelopment of 1-2-1 relationship

marketingDirect marketing spending effectivenessPsychological nurturingIncreased ROI

Location-based Mobile Marketing

Channels:

Wi-FiBluetoothInfraRedNFCRFIDUWB

Location-based Mobile Marketing

Location-based Mobile Marketing

Location-based Mobile Marketing

Check-in marketingCouponing, ticketing & loyalty

Digital proximity, impulse buying

MOBILE SEARCHMARKETING

Mobile Search Marketing

The ArchitectSite performance is critical (and device compatibility too)

The information people search for usually

informs an immediate purchase decision

mSEOtargeting long-tail keywordsdo AdWords keyword research the Google phone thingmobile search engines

EMAILMARKETING

66% :)Once a day.

IDEA

Case: Martini Mobile Activation Plan

Briefing (confidential):

Engage with the target audienceChallenge themGaming concept & triggersModern technologySocial factor

Case: Martini Mobile Activation Plan

Mechanism: 1. Find the locations 2. Unlock the content 3. Enjoy the benefits 4. Share with friends 5. Get lucky

Learn how to get lucky, chase your dreams & desires.

QR content on posters (discount coupons) AR content to find bars

QR/AR content on coasters + POS in bars: MultimediaSocial Tips Instant group discountsLoyalty rewards

Case: Martini Mobile Activation Plan

Multimedia Content:

Unlock The TV Commercials Unlock special videos & trailersUnlock The Ringtones

Learn The Skill (DIY video tutorials)

learn to fold a rose from a bar napkin

learn to make the perfect coctailthe five best conversation starters…

Always state the amount of content, so they know how many to collect.

Case: Martini Mobile Activation Plan

Scan the red dot + unlock challenge

invite 3 friends to join you within the hour,

get a free Martini

Bar-Tour: take your 3 friends to 3 bars,

get 3 free Martinis

Bar-Streaker: 5 bars on a night,get a free glass

Optional: tie-in with 4Square to track the check-ins + friendship relations

Case: Martini Mobile Activation Plan

Loyalty Rewards:

Unlocking all items from a categoryUnlocking all itemsVisiting all participating barsJoining all social channels

Participating for the first timeParticipating for the 3rd timeParticipating for the 5th timeParticipating for the 10th timePower user bonus

Shared with a social network bonus.

POS items as collector items?

Case: Martini Mobile Activation Plan

Digital Channels: 1. Facebook Campaign Page 2. Foursquare Bar Locations 3. YouTube Dedicated Channel 4. Mobile website, microsite

5. Campaign landing page 6. Campaign website 7. Layar AR content map

Tie-ins:1. Commercial2. Bar flyers, posters, POS3. Website 4. Banner campaign5. SEA6. Facebook Ads

Thanks!