Finding Your Edge In Mobile Marketing
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Transcript of Finding Your Edge In Mobile Marketing
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Finding Your Edgein an Increasingly Competitive
Mobile Environment
presented October 4, 2011
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Mobile/Portable Landscape of Today
� Smartphones = Mobile� Small screens
� Touch Interface
� Always Connected
� Tablets = Portable� Tablets = Portable� Bigger Screens
� Touch Interface
� Not Always Connected (wi-fi)
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TabletsMobileStationary
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Post-PC ONLY EraPeople are just reaching for the best screen available.
� Mobile Devices� Connect people to each other
� Connect the physical world to the digital world
� Go everywhere
� TabletsTablets� Are primarily for accessing the digital world in place of a desktop or laptop
� Desktop and Laptop� While not as mobile/portable, still deliver more computing power
� Bigger Screen (more workspace), more precise interface (keyboard & mouse),
more capabilities
� Computers sales may slow due to Smartphones and Tablets, but they will remain essential to work and home. – Let’s know our opportunities and manage expectations.
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Mobile Opportunity
MobileDesktops
Laptops
Universe of Access Opportunity for Interaction by Location
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Tablets
Laptops
Desktops
Mobile
Tablets
Not to any scale - for demonstration only
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Types of Digital Marketers
Real-Time
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Promotional
Product Ordering
Real-Time
Transactions
Is there any digital entity without a mobile opportunity?
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Mobile Maturity Index
6AT&T Mobile Marketing Maturity Index
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Optimizing Mobile Presence
Dedicated MobileWeb Site / Web App
� Tailor the Mobile Experience to the user
� Better leverage the power of the device
StylesheetSolutions
� Only one platform/presence to maintain (but two or more experiences)
� Possible lower cost of
vs.
the device
� Separate/Differentiate Mobile experience from Desktop
� Greater Flexibility
� Possible lower cost of ownership (over time)
� One dev team
� Less QA
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Optimizing Mobile Presence
� Outsourcing Options� Proxy Solutions
� Presentation Layer Solutions
� API connectivity
� Letting someone else do the heavy lifting� Letting someone else do the heavy lifting� Hosting
� Device Detection
� Experience Rendering
� But putting a vendor between you and your customer� Solid relationship with forward-looking agreement
� Disengagement Strategy
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Optimizing Mobile Presence
� Native Applications
� Can you leverage the hardware?
� Camera
� Location
� Gyroscope and Accelerometer� Gyroscope and Accelerometer
� Memory
� Near-Field Communications
� iOS or Android (hint: it’s both now)
� iOS users tend to go to the App store first,
but there are more Android phones
� iPhone + iPod + iPad = most devices overall
� What about BB, WP7, etc?
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Mobile Marketing
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Mobile Marketing - SEO
� How do the search
engines see your site?
� Location discoverability
can be key in mobile
It is easier to build with � It is easier to build with
SEO in mind than to
optimize later
� Poor SEO = higher digital
ad spend to get the same
results
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Mobile Marketing - eCRM� Email
� More than 20% of promotional email is now read on mobile devices
� Mobile Email clients render differently than desktop
� Subject lines on mobile are generally limited to 25-35 characters
� Does a text version of the email work well enough? (tracking challenges)
� SMS/MMS
� More immediacy than Email, but can be even harder to track ROI
Almost every phone can receive SMS, but not all have data plans or browsers� Almost every phone can receive SMS, but not all have data plans or browsers
� There is often some level of cost to the customer
� Push Notifications
� Can provide a richer experience than email or SMS or MMS
� Better tracking and lower per message cost than SMS
� Targetable by time, and location
� No government or carrier regulation
� Free to the customer
� But they have to download your app and accept Push Notifications
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Mobile Marketing - SEM
� Search Engine Marketing is
typically very cost effect and can
be optimized
� But Mobile has less paid search
results on the screen (limitation results on the screen (limitation
of real estate)
� It can also be more expensive
(winning the bid for the mobile
customer)
� And can be more difficult to track
results and estimate ROI
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Mobile Marketing - Display
� Mobile banner ads 6X as effective as desktop
� More engaging or fat fingers?
� Hard to miss or tune out
� Can target beyond desktop capabilities
with location and app interaction with location and app interaction
behavior
� Touch screens make inadvertent click
inevitable
� We still do not have desktop-level tracking for mobile display (I2C)
� CPM vs CPC (and sometimes CPA)
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Mobile Marketing – Rich Media & Video
� Expensive advertising
� Bandwidth can kill the
experienceexperience
� Platform limitations
� But it can be a far more
immersive (brand)
experience
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Mobile Marketing – QR Codes
� A bridge from Print to Mobile
� Good for telling a big story
from a small space
� Good for influencing in-store � Good for influencing in-store
decisions while connecting with
customers
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Mobile Marketing – Couponing Services
� Can be sales decision influencer
� Can assist in up-sell
� Can be multi-platform (web, SMS, MMS, app)
Can be geo-targeted, day-parted, personalized� Can be geo-targeted, day-parted, personalized
� 3rd party can do the work
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Mobile Marketing – Social Media
� Social is Mobile
� 350MM Facebook users access via mobile
� Twitter was originally designed around SMS
� LBS and Camera allow the real world to � LBS and Camera allow the real world to flow into social networks
� But social networks have been slow to
provide marketing opportunities
(limited mobile platform)
� More eCRM than anything for now
� Integration can help leverage users
to influence others18
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Mobile Throughout the Shopping Process
� Display = Awareness
� Search = Consideration
� QR codes to bridge print to digital
� Mobile Couponing = Decision � Mobile Couponing = Decision
Influence
� Point of Sale Opportunity = Close
sale, cross-sell, up-sell
� eCRM to influence incremental
sales
� Social for eCRM to influence
others 19
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Who is really good at mobile right now?
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What Comes Next
Tablets
Cloud
NFC
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Speed
OS Innovations
NFC
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Thank You
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Jim McDonnell
Senior Manager, Digital Media and Emerging Channels
Papa John’s International, Inc.
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Question?