Krista Neher - Mobile Marketing 101
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Mobile Marketing 101
Krista NeherCEO Boot Camp Digital
@kristaneher
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About Me
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Mobile Marketing
Why Mobile for Marketing?
Mobile Marketing Opportunities
Display AdsApps
Mobile Web
Text/SMS
QR Codes
Mobile Marketing Barriers
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SMS text messaging is
used by twice the # ofpeople who use the
internet.
Mobile Phone Penetration is nearly 90%for US adults.
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I feel naked without myphone!
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Most mobile phone users arewithin an arms reach of their
devices over90 percent ofwaking hours, including times
when other media are notavailable
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Always on and always aware = bettertime targeting
More relevant vs. advertising or otherdirect response channels.
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Connect with consumerswhen they are making the
purchase decision.
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Where was mobile during the Ad Bowl(er Super Bowl)?
http://images.google.com/imgres?imgurl=http://www.mobilebehavior.com/wp-content/uploads/dockers.jpg&imgrefurl=http://www.mobilebehavior.com/2010/01/27/dockers-x-shazam-mobile-app-lets-users-click-on-superbowl-advertising/&usg=__mtlFAcrKZWZDlkBRa3U_vc4pnTw=&h=293&w=525&sz=161&hl=en&start=3&um=1&itbs=1&tbnid=a_KeL7WRcTgwdM:&tbnh=74&tbnw=132&prev=/images%253Fq%253Ddockers%252Bsuper%252Bbowl%2526um%253D1%2526hl%253Den%2526sa%253DN%2526rlz%253D1I7TSHB_en%2526tbs%253Disch:1 -
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Location is key.
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Advertisers know where you are.
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Future of Foursquare
Data opportunities
Category information
Behavior-basedmarketing andincentives
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Bettertargeting opportunities.
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Why Mobile Targeting?
1 phone = 1 person
# never changes (typically)
Enhanced TrackingBetter CRM Opportunities
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Phones are getting smarter.
54 MillionU.S. are alreadyusing mobile internet.
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In two years, 40% of Internet Acces
will happen from a mobile device.
C t i f th
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Consumer want info on-the-go.Can they get it from your mobile
website?
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Mobile is changing search.
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Forrester analyst SucharitaMulpuru
Marketers shouldlike social media,
but love mobile."
Mobile Marketing Opportunities
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you nee arestaurant, where do
you get a betterresult?
Google/Web
Vs.
Urban Spoon/Open TableApps will replace google for
most major searches.
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Mobile Display Ads
Ads can go in apps
Ads prior to accessing sites (annoying)
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Huge Growth
Google Buys AdMob $750M
Apple Buys Quattro $275M
Mobile advertising will net bigger
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Mobile advertising will net biggerrevenues than online Google Chairman Eric
SchmittMarket researcher Berg Insightpredicts that mobile will
account for11.7% of thetotal digital ad spend by
2014.
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Click-through rates are higher onmobile than online.
Honda's mobile banner ad
campaign (launch of the Insight hybridmodel)
achieved a click-through rate of 27%.
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There is an app for that.
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There probably is an appfor that.
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IPhones are only about 8 percent ofthe market, but they make up about
40 percent of Internet usage at
present.
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Overhyped? Maybe.
Trend settersEarly adopters
Failure of BB app storeDoes this replicate to the rest of themarket?
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Almost 50% of the top apps are games
Entertainment is the next most popular
Social Networking is third most popular
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MLB Branded App = Revenue
$9.99 for app and $0.99 tostream game
Over 400,000 paiddownloads
our mobile appconsumers use it everyday, which is staggering,weve seen phenomenal
usage levels and itsbecause you have thephone with you all thetime.
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Charmin App = Exposure
Free
Sponsored by Charmin (notcreated by them)
"We're not going toreinvent the wheel bycreating this application.We found somebody outthere whose mission
matches ours. It createsthe perfect partnership." P&G
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Smart Mobile RX
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Reduced product bin returns to stock for forgottenprescriptions thereby improving sales
Improve customer retention and increase customersales through push notifications regarding storespecials
Reduced staff involvement on non-critical statuschecks, thereby increasing available time toconsult with in-store patients
Additional store visits with increased residualpurchases.
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Sending Reminders Isnt Enough
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Text messaging
No phone left behind
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Text Messaging
Trivia: How many text messages are senteach MONTH in the USA?
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within
4 minutesvs.
48 hours
for email(source Nielsen)(source Nielsen)(source Nielsen)(source Nielsen)
(source Nielsen)source Nielsen40
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QR Codes
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Quiz: What does QR stand for?
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QR Codes are Everywhere. With noClear Purpose.
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How to Fix QR Codes
Clear reason to scan
Information need suggests QuickResponse is relevant
Content after scanning is:Relevant
Mobile appropriate
Short
Involves call to action that leads to results
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Tablets:
Not JustLarger
iPhones
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Attachments can:
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Attachments can:Monitor blood pressure
Monitor heart rateCheck glucose levels
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http://www.sxc.hu/browse.phtml?f=download&id=143001 -
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People consume mobile differently.
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Stop in for short snacking of the
medium.
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Screens are smaller.
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Fragmentation
Carriers Phones Screens
Operating Systems
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Standards are still emerging.
AdMob and Quattro purchases signalconsolidation which leads tostandardization.
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Expensive
To develop
PPC is high
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Issues: Privacy
Pleaserobme.com
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