Mobile MarketingJustin MastrangeloPresident, JA Interactive

(insert overused stock photo here)

A Few Warnings/Disclaimers

• I get too excited and tend to “fire hose” information and statistics.

• Content in this presentation may be outdated by the time I get to the last slide.

Mobile Marketing

• Apps• Mobile Websites• Text Messaging (SMS)• …and more

Mobile Apps: The “Shizzle”?

Mobile Apps: The Good

• Best functionality available(GPS, camera, full touch screen)

• Completely customizable experience

• A good app can be a tremendous marketing and PR “hit”

Mobile Apps: The Platforms

• Android is now out-selling Blackberry AND iPhone

• Blackberry users are not heavy app users

• iPhone users are HEAVY app users, followed closely by Android

Mobile Apps: The Market

Mobile Apps: The Bad

• The average app costs $30k to develop(per platform)

• Only 25-30% of UShas a smartphone

How Does It Work?

• Build app (per platform)

• Make app available for download through each app market

• Promote app

Best Opportunities

• GPS, camera, simple games, touchscreen gestures

• iPhone and Android

• Give it away

• Can it sell something?

Pizza Hut

1 million+ download and $1 million+ sales (2009) …but $2 billion online in 2010

Charmin: Sit or Squat

400,000+ downloads, BlackBerry version as well

VW Polo Challenge

800,000+ downloads (Europe), top 10 in US

Johnson & Johnson: BlackBag

45,000+ downloads

Primanti Bros.

261 ratings in app store

SEOzio

Where to Start

• Research competitor apps

• Locate reputable app developer

• Plan promotion and initial users

Cost and ROI

• Cost to develop an effective app can be significant

• Analytics can be tricky, especially for iPhone (Flurry, Distimo, Motally)

• Don’t count on big numbers, benefit from branding and PR as well

DOs and DON’Ts

• DO take advantage of the phone’s functionality

• DON’T make an “app website”

• DO some promotion

• DON’T expect to sell it

• Questions or thoughts on apps?

Mobile Websites: Practical

iPhone Apps are to

As mobile websites are to

Mobile Websites: The Good

• Smartphones AND feature phones

• People maybe hitting the main site with their phones right now

• Mobile-friendly sites can win over consumers

Mobile Websites: The Bad

• Limited to browser-capable phones

• Managing content in two places

• Functionality is limited, compared to apps

• Attracting visitors not always easy

• Tracking can be tricky

How Does It Work?

• m.companysite.com or companysite.com/mobile

• A redirect is setup on the main site

• The mobile site is “bare-bones” and customized for this audience

Best Opportunities

• Your audience is mobile

• You have “on the go” information to deliver or product to sell

• Phones are already hitting your site

Southwest Airlines

1 million monthly visitors

Best Buy

Outback Steakhouse

Three Rivers Arts Festival

Where to Start

• Check current web stats for mobile traffic

• Decide what users want on mobile site

• Evaluate options for deployment and management (separate site, CMS plug-in, etc.)

• Can probably ignore WAP

Cost and ROI

• Cost to develop is typically much less than a full website

• Measure traffic with current web stats and specific tools (Bango, AdMob Analytics etc.)

• Collect leads or drive sales as you would with a full website

DOs and DON’Ts

• DO - keep it simple, lean, and useful

• DON’T try to duplicate the full website

• DO some promotion

• DON’T expect Google Analytics to tell you everything

• Questions or thoughts on mobile websites?

We LOVE Texting…too much?

Text Messaging: The Good

• Over 200 million wireless users have text messaging capability and over 130 million are actively using it

• Texting read rate is over 97%

• It’s quick, it’s easy, it’s cost-effective

Text Messaging: The Good

• Read rate = response rate = 10-15%

• 60-70% of people who regularly use text messaging are willing to communicate with companies via text

• It’s the “new email”

Text Messaging: The Bad

• 160 characters, including required stop message

• Functionality is limited

• Integration with other marketing is crucial

How Does It Work?

• User is encouraged to text in to the system - Giveaway, Coupon, Trivia, etc.

• Auto-response message is sent back

• Other information can be collected(zip, email)

How Does It Work?

• User is added to a database

• Messages are sent out to the database

• Nature of SMS makes spam difficult

Best Opportunities

• Last-minute information (entertainment, retail, etc.)

• Timely call-to-action – “do this now!”

• Pull information (traffic updates, tourism)

• Traditional Media (TV, radio, print, outdoor)

Chicago’s Shedd Aquarium

Chicago’s Shedd Aquarium

• SMS call-to-action generated 325% more contest entries

• SMS entries made up 52% of the total contest entries, despite only running in 25% of the ads

SMS vs. Web Entries

52%

16%

16%

16%

SMS (FOX)

URL (NBC)

URL (ABC)

URL (CBS)

Fantastic Sam’s

• Radio ad instructs listener’s to

“text STYLE to 77007 for a $3 off coupon”

• Small number of spots still collects several people per day

Capture More than Phone #

• Political – capture zip for targeting

• Non-profit – collect digital “signature”

• School – capture email

Where to Start

• Start small and be prepared to tweak

• Integrate with existing media or on-site

• Plan the harvesting/incentive, action, and future use of the database up front

• Segment subscribers when possible

Cost and ROI

• Minimal upfront fees and most likely starting around $100-200 per month

• Measure ROI with show-your-phone or promo codes online

• Database of subscribers becomes mobile marketing asset for future

DOs and DON’Ts

• DO provide significant value to subscribers

• DON’T treat the channel like email or Twitterbook

• DO plan how opt-ins will be harvested

• DON’T add anyone who hasn’t opted-in specifically for text messages

• Questions or thoughts on SMS?

Mobile Advertising

• Similar to online advertising

• Mobile ads can outperform web

• Ads appear inside apps or on mobile websites

• Extending Google AdWords campaign a good place to start

Mobile Advertising

Foursquare and Facebook Places

• Users check-in at locations and tell their friends

• Foursquare rewards “players” with titles like mayor

• Small number of users but offers unique mobile interaction and advertising possibilities

In Closing

• Consider the audience, goals, and interaction before the technology

• Do what makes sense for the industry

• Measure, adjust…rinse, repeat.

Questions?

Justin MastrangeloPresident, JA Interactivejustin@jainteractive.com888.932.0999