Making Ideas Move
56
Making Ideas Move Presented by Scott Chapin
-
Upload
scott-chapin -
Category
Technology
-
view
1.090 -
download
0
description
Presentation given to the Ohio Travel Associtaion members on 4/26/10 and 5/7/10. Previous Presentations: Dec 2009 - http://www.slideshare.net/secret/E6KhMU996hVrml Nov 2009 - http://www.slideshare.net/secret/3x3vaLykd8tGdS Feb 2010 - http://www.slideshare.net/secret/hJIuruQ4qKTB6L
Transcript of Making Ideas Move
Making IdeasMove
Making IdeasMove
Presented by Scott Chapin
2
About Circle44 Mobile
• Mobile unit of Cleveland-based interactive agency DigiKnow
• Focus on:–Mobile-friendly websites– iPhone and Android apps–Mobile promotion
3
Our Work
WHAT IS MOBILE MARKETING?
2
6
Mobile Marketing in the News
Apple announces iAd mobile advertising network
Can Windows Phone 7 keep Microsoft in the game?
Haiti donations via SMS exceed $40 million
iPhone reaches 185,000 apps, Android hits 38,000
7
Mobile Marketing is…marketing and communications to customers or constituents on portable devices wherever they may be.
Mobile marketing is not about what…it’s about where.
8
US Snapshot
• 285 million cell phone subscribers
• 150 billion text messages (SMS) per month
• Smartphone usage is over 25%
• 19% of Americans said they accessed the internet on their mobile phone yesterday
CTIAeMarketerPew Internet
9
What is Mobile Marketing?
• Mobile Web
• Mobile Applications
• Text Messaging / SMS
• Mobile Advertising
TODAY’S MOBILE MARKET
11
Mobile Internet
Accessed Ever
Accessed Yesterday
0% 5% 10% 15% 20% 25% 30% 35%
24%
11%
32%
19%
20092007
% of all adults
12
Mobile Internet – By Race
Have ever gone online with a handheld
On a typical day go online with a handheld
2009
2007
35%
17%
33%
21%
20%
12%
White Hispanic Black
2009
2007
35%
17%
33%
21%
20%
12%
White Hispanic Black
13
Mobile Internet Projected Growth
2013
2012
2011
2010
2009
2008
134.3
122.1
106.2
89.2
73.7
59.57
US Mobile Internet Users and Penetration, 2008–2013(millions and % of mobile phone subscribers)
(22.0%)
(26.3%)
(30.6%)
(35.6%)
(40.2%)
(43.5%)
14
Smartphone vs. Feature Phone
3/1/2008 9/1/2008 3/1/2009 9/1/2009 3/1/2010 9/1/2010 3/1/20110%
20%
40%
60%
80%
100%
10% 13%14% 16% 17% 19% 21%
24%27% 31%
35%
40%45%
49%
90% 87%86% 84% 83% 81%
79%76%
73%69%
65%60%
55%
51%
SmartphoneFeature Phone
15
US Smartphone Market
RIM, 42.10
%(+1.3
%)
Apple, 25.40
%(-
0.1%)
Microsoft,
15.10%(-4.0%)
Google, 9.00%
(+5.2%)
Palm, 5.40%(-1.8%)
MOBILE WEBSITES
17
Keep It Simple
Successful mobile websites are simple and focused
• Limit content to mobile-focused information
• Be mindful of scrolling• Include non-Flash alternative content• Consider platform specific integration
18
Start Small and Grow
1. Provide alternatives to non-mobile content
2. Create a mobile-friendly “view” for the site– Simplified Navigation– On-the-go content
3. Platform Specific Presentation– Pages/Template Designs– Video/multimedia
19
Banking
‹#›
Sports
‹#›
Travel
22
Cedar PointExample of multi-platform mobile websites
Standard Mobile PhoneiPhone
23
Case Study: DigiKnow
24
Mobile Survey
Any mobile-friendly site
company.com redirect
mobile.company.com
m.company.com
company.com/mobile
company.mobi
0% 10% 20% 30% 40% 50%
38%
24%
11%
20%
16%
9%
Top US Brand Websites
Any mobile-friendly site
company.com redirect
mobile.company.com
m.company.com
company.com/mobile
company.mobi
0% 20% 40% 60% 80% 100%
87%
70%
39%
17%
26%
48%
National Travel Sites
MOBILE APPLICATIONS
26
Many Platforms, Many Rules
27
US Smartphone Breakdown
Operating System
OS Versions
Handset Manufacturer Handsets US Carrier
Google Android
1.5, 1.6, 2.0, 2.1
Samsung, HTC, etc.
Hero, G1, MyTouch, Droid, Eris, Magic, MotoCLIQ, etc.
Sprint, Verizon, T-Mobile
iPhone 3.1 Apple iPhone 3G, iPhone 3GS AT&T
Windows Mobile
6.0, 6.5Samsung, HTC, etc.
Pure, Tilt, Intrepid, Dash, etc.
Sprint, Verizon, T-Mobile, AT&T
Blackberry 4.7, 5.0Research in Motion (RIM)
Curve, Bold, Storm, Tour, Pearl, World
Sprint, Verizon, T-Mobile, AT&T
WebOS 1.4 Palm Pre, Pixi Sprint
28
News & Information
29
Sports
30
Music
31
Social Networking
32
Social Check-in
33
Travel
34
Branded Utility Apps
36
Case Study: Nestlé
TEXT MESSAGING
38
SMS Overview
Short Codes enable direct response and two-way communication• Codes can be shared or unique
company ID’s• Short code aggregators handle all
phone carrier connections• Campaign response rates have been
seen up to 30%
39
My Coke Rewards
MyCokeRewards: Get ready for this. Drink Diet Coke & earn Bonus Pts when u enter ur codes 4/26 thru 5/2. Go to mcr.com on 4/26 for details. Reply HELP for help.
MyCokeRewards: Try the new twin pack 50oz of Coke & enter 4 a chance 2 instantly win Coke 4 a yr @mcr.com. 3pt2enter No pur nec. Ends 5/20. Reply HELP for help.
(Sample Text Message)
40
Other SMS Campaigns
IKEA Mobile Members-don't miss your chance 2 win April's $500 gift card from IKEA Mobile. Reply WINNER to this msg to enter the drawing! Only @ IKEA Seattle.
Redbox free MONDAY rental. CHECK OUT WITH COUPON CODE XXXXXXXX. Expires at midnight CST, 5/1/09. Fwd to friends. Call 866.733.2693 for help.
Arby's: More Mmm 4 ur money! Everyday Value Menu starting at jst $1. Jr RB, Jr Chkn, Jr Ham, Valu Fries, Valu Shake & more! Prtcp8ng stores, rply STOP to optout
MOBILE ADVERTISING
42
Advertising Formats
• Banner Ads
• Pre-roll Video
• App Sponsorship
• Interactive Video
• Mobile Search
43
Mobile Ad Networks
Acquired by Google
Acquired by Apple
44
Banner Ads
45
Interactive Ads
46
Mobile Search
OTHER CONSIDERATIONS
48
Print to Mobile
49
Print to Mobile
Universal QR Code
50
Podcasting
51
Podcasting
Heard of Podcasting
32% 34% 36% 38% 40% 42% 44%
37%
43%
20092008
Listen to Podcasts
0% 5% 10% 15% 20% 25%
11%
13%
18%
22%2009200820072006
52
Mobile Email
• Mobile email is not 100% HTML compatible
• iPhone is best, Blackberry is improving
• Frequent testing is a best practice
53
Mobile Email
54
Measurement
55
Questions?
56
For more information about mobile marketing, please contact:
Scott ChapinMobile Strategist
