Getting Started in Mobile Marketing
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Transcript of Getting Started in Mobile Marketing
![Page 1: Getting Started in Mobile Marketing](https://reader035.fdocuments.in/reader035/viewer/2022062511/54be65934a7959a61c8b457f/html5/thumbnails/1.jpg)
Getting Started in Mobile MarketingA Pharma Marketer’s Guide
Jay GoldmanVP Strategy, Klick Pharma
http://twitter.com/jaygoldman
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GUIDE TO MOBILE MARKETING
http://klickpharma.com/mobile_marketing
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Agenda
Mobile Websites Mobile Apps Mobile Advertising
2011: Year of Mobile
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Defining Mobile: Devices
Featurephone Smartphone
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Defining Mobile: Desktop
DesktopDesktop
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Defining Mobile: Tablet
TabletTablet
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2011: Year of the Mobile Smartphone (and Tablet)
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Dr. Google Says…
75%research
symptoms online
70%research after prescription
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Yahoo! and Nielsen say…
48%want healthcare or medical-related
content on phones in next 12 months
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Pew Internet and American Life Study says…
61%search online for health information
that affects their decisions and actions
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Traffic Trends
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Traffic Trends
29%of 18-29 year olds use phones to
access healthcare info now
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Morgan Stanley says…
>50%of all web traffic from mobile by 2013
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Global Mobile Health Market Report says…
500mpeople using healthcare smartphone
apps by 2015
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And, of course, tablets
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Forrester says…
82mAmericans with tablets by 2015
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Mobile is more than ‘marketing’
•Marketing (un/branded)•Patient support•Sales force enablement•HCP tools and info•Detailing/leave behind•Sky’s the limit
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MOBILE WEBSITES
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Tested OptimizedAlways Always
Link
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Many Faces
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Mobile Browsers
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Context of Use
Pow
er
Privacy
Quiet
Audio
Comfort
Keyboard and mouse
Lighting
InternetFast
Loud
Touchscreen
Uncomfortable
Public
Battery Slow
Photos by Kawa0310 and gogoloopie. Licensed under Creative Commons. Some rights reserved.
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Driving Traffic
Mobile Advertising
m.klickpharma.comDistinct URLs
QRCodes
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Mobile Website Challenges
Browsers
Context of UseUser Interface
Adobe Flash
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MOBILE APPS
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Market Share
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Gartner says…
17.7bapp downloads in 2011
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Gartner says…
185bapp downloads in 2014
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Apple has…
>10bapp downloads
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eMarketer says…
86%of smartphone users aged 35-44
have downloaded an app
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The rise of Android in 2011
< $100Android phones
$10data plans
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Getting to MRL
•Pre-review and approval•Background info and partner•In-person and e-assets•Devices handy•App store reviews
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Design Considerations
Confidentiality/Privacy Take Full Advantage
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MOBILE ADS
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Ad Networks
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Mobile advertising – a sample
73million monthly
uniques
8/10US mobile web
users
3700+devices
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What do mobile ads look like?
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CARPE ANNUM
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Three Steps to Mobile Nirvana
1. Test everything2. Optimize in parallel (or after)3. Pilot app, test, optimize,
spread
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SALES REP ENABLEMENT
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Sales Enablement Ad Board
Want to be part of
it?
Contact us!
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Please contact me with any questions or to participate in the Sales Enablement Ad Board
1-877-885-9957 x. 2045