Di aquent final

Keep it Short and Useful: Mobile Marke+ng that Seamlessly Fits into Customers’ Lives and Delivers Value

SPEAKER: Chi Modu, Founder Chief Transforma+on Officer

diverseinsights.com didigital.net

MODERATOR: Alli Libb American Marke+ng Associa+on

SPONSOR: Aquent: aquent.com

Mobile

mo•bile - Being able to move or be moved freely or easily

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Brands Must Align With Current Informa+on Access Points

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What We’ll Cover:

•  Advantages of mobile vs. non-‐mobile marke+ng

•  The parts of the mobile equa+on

•  The surprisingly most effec+ve of all the mobile tools

•  How to effec+vely engage the consumer in conversa+on

•  How to move consumers to ac+on

•  Consumer concerns and privacy overview

•  Case studies

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Advantages of Mobile vs. Non-‐Mobile Marke+ng

•  Omnipresence

•  Reduced targe+ng errors

•  Improved data management

•  Always on and always aware

•  Loca+on awareness

•  In+mate plaRorm

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A Few Stats:

•  Over 50% of global popula+on pays to use mobile device

•  75% of US popula+on or 232 million users of mobile phones

•  Mobile banking to double to 400 million people by 2013

Source: International Telecommunications Union, an agency of the United Nations

Source: Pew Internet Research

Source: Juniper Research

Address book Audio recorder Calendar Camera Game Device GPS Laptop Music player Note pad Remote control Telephone Television Wallet

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Consolida+on of Devices

Mobile Device =

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Five Parts of the Mobile Equa+on • Applica?ons for smart phones (phones with internet access)

• Mobile web m.yourbrand.com vs. yourname.mobi or sites built with mode of access detec+on capability

• SMS (short message service) Short code marke+ng and tex+ng

• Kindle, iPad, etc. Content access devices with added func+onality

• Loca?on based services Foursquare, Gowalla, and more

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What Does All of This Mean?

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Societal and Behavioral Shids

•  Smart info consump+on

•  Control of when/where and how to consume

•  Increase of tasks in shorter +me frame: e.g. 31 to 24 hours

•  User-‐generated content more the norm

• • •

Source: OTX - US Think Tank

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What is the Most Effec+ve of All Mobile Tools?

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The Most Effec+ve Tool is the One That Your Customer is Most Familiar With

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When Integra+ng Mobile

•  Create or refine your overall brand strategy

•  Create a mobile plan and implementa+on course that is informed by your brand strategy and posi+on

•  Research and study your customers’ mobile behavior and informa+on consump+on preferences

•  Understand what your customers (and prospects) expect from your brand

• • •

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Moving the Customer from One Channel to Next: Seamlessly integrate mobile CTAs (calls-‐to-‐ac+on) with your non-‐mobile marke+ng

• Applica+ons

• Mobile web

• SMS (Tex+ng/Short Message Service)

• Kindle, iPad…

• Dynamic/loca+on-‐based engagement

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Integrate and Leverage All Components of the Mobile Mix to Connect with Your Non-‐Mobile Marke+ng Efforts

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How do you best engage your customer in conversa+on?

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Five Parts of the Mobile Equa+on • Applica?ons for smart phones (phones with internet access)

• Mobile web m.yourbrand.com vs. yourname.mobi or sites built with mode of access detec+on capability

• SMS (short message service) Short code marke+ng and tex+ng

• Kindle, iPad, etc. Content access devices with added func+onality

• Loca?on based services Foursquare, Gowalla, and more

VS.

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Taste Tests S+ll Work

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Thin Line Between “Spooky,” “Creepy” and Annoying

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Case Studies…

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Bowery Mission of NYC

Goal: To be the most effective provider of compassionate care and life transformation for hurting people in New York City.

Established in 1879

Challenge: To raise awareness of the plight of the homeless and hungry in New York City and increase dona+ons

Strategy: Approach the age-‐old problem of hunger and homelessness with a 21st century solu+on.

Crea+ve use of SMS that included facts, trivia, words of inspira+on along with Bowery’s services for users of the services, donors and prospects.

Result: Increased awareness of the Bowery’s Mission

Bonus: Selected Best of Non-‐Profit, 2009, by Mobile Marketer

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Bowery Mission of NYC -‐ Pro Bono Project

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General Mills: Whea+es Fuel

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General Mills: Whea+es Fuel

Challenge: Create a mobile campaign to support the new Whea+es Fuel to help reinvigorate and modernize the Whea+es brand

Strategy/Result Created next genera+on SMS campaign integrated with offline, television, and print promo+ons in partnership with Men’s Health Magazine.

Bonus: Selected among top 10 campaigns of, 2009, by Mobile Marketer

Keep it Short and Useful: Mobile Marke+ng that Seamlessly Fits into Customers’ Lives and Delivers Value

SPEAKER: Chi Modu, Founder Chief Transforma+on Officer

diverseinsights.com didigital.net

MODERATOR: Alli Libb American Marke+ng Associa+on

SPONSOR: Aquent: aquent.com

Thank You!

Get in touch: [email protected]

Di aquent final

Technology

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