Mobile Marketing Association's Mobile Marketing Industry Glossary
mobile marketing introduction
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Transcript of mobile marketing introduction
MobileMarketing
AN INTRODUCTION TO TECHNOLOGIES
TO DELIVER A MESSAGE RIGHT IN THE
POCKET OF THE TARGET AUDIENCE
Hi :)
@coolz0r http://happymiel.be http://wavelab.be
• Segmentation, use & importance• Embedded mobile ads• Offline tie-ins • SMS (TXT) / MMS • Barcodes & QR • Augmented Reality experiences • Mobile apps, branded services and
games • Location-based mobile marketing• Mobile search marketing• E-mail marketing
TODAY’SDIGEST
SEGMENTATION,USE & IMPORTANCE
Segmentation with powerful demographics and psychographic signals
– By brand of handset / smartphone
– By carrier • MVNO’s• Subscription plans
– By phone features or phone type
– By app preference– By location or region
Your mobile phone is the most personal tech
device most of you will ever
own
– With you all the time– User History
• Call history• Text history• Browsing history• Search query history (!)• Location history (triangulated or GPS)
– Access to address book & calendar– Social apps (location or not)– App download history, app type preference– Entertainment preferences
(games, music, movies,...)– Capture & share / store & manage digital moments
through camera, video & voice recordings.
EMBEDDEDMOBILE ADS
Embedded mobile ads: some examples
Visual ads embedded within the content of another website.
Embedded mobile ads: Google’s suggested formats
Embedded mobile ads : iAds
iAd reaches millions of iPhone, iPad and iPod touch users around the world in their favorite apps.
With the iAd Network, you can reach the Apple audience. This audience:
• Has installed more than 15 billion applications
• Has activated over 250 million iTunes accounts
• Spends, on average, 73 minutes per day using apps
• Engages with iAd ads for an average of 60 seconds per visit
Each ad is shown only to the audience you want to reach, in the apps they love and use the most.
Embedded mobile ads : iAds
Estimating the chances for an iAd's success requires analyzing how it performs relative to its competitors and for the marketer in the 5 general areas above.
Embedded mobile ads : iAds
Illustration by monty.de
OFFLINE TIE-INS
OFFLINE TIE-INS
Any CTA in a media publication or on a billboard for:
SMS AR QR (or Maxi/EZ codes)
OFFLINE TIE-INS
SMS (TXT)& MMS
SMS (TXT) / MMS
-Track the size of your list at all times (total numbers of recipients)-Monitor opt-ins / opt-outs (compare opt-ins & opt-outs against growth rate of list over time)
- You need this to measure the success of mobile coupons, campaigns, newsletters
-Measure this:- Messages sent- Messages bounced- Messages received (opened)- Links clicked- Conversion from links to :
- Downloads- Purchases - Enrollments- Sign-ups to newsletters- Subscriptions
SMS (TXT)
More than 19,000 consumers clicked through the banners to visit a mobile-optimized site for the car maker’s XF line of sedans, and 4 percent of those turned into qualified leads.
Jaguar campaign in Australia
SMS (TXT)
SMS ‘Jaguar’ to the short code 524827
The first message was sent out on December 21st with this copy:
“Join the Jaguar Platinum Celebration. Test drive a 2011 Jaguar: http://www.jaguar.mobi/r/T66042872400 or reply DRIVE + ZIP.
Data rates apply. Optout send STOP.”
Notice the message is 159 characters long, to fit in one text message. However, if they would have eliminated empty spaces and used a URL shortening service like Bit.ly, there would have been an additional 21 characters to say something even nicer:
“Join the Jaguar Platinum Celebration! Test drive a delicious 2011 Jaguar: http://bit.ly/dIktwQ or reply DRIVE+ZIP to sign up. Data rates apply. Optout:send STOP”
The link points to a mobile sign-up form to enlist for a test drive, the application procedures are kept as simple as possible.
SMS (TXT)
The test drive page enabled visitors to either click to call a Jaguar representative or enter their full name and mobile number to set up a test drive via SMS. Users can also opt-in for updates from the brand.
SMS (TXT) for a cause
SMS (TXT) for a cause
text “Haiti” to 90999 to send a $10 donation to the Red Cross
Red Cross Raises $5,000,000+ for Haiti Through Text Message Campaign
SMS (TXT) loves television
TelevotingMatchmakerSMS GamesRingtonesAstro QotDsWallpapersScreensaversGames
MMS
Multimedia Message Service (MMS)Extension of SMS, but with WAP encoding
audiovideotimed slideshowstextimages
Issue: mobile carriers charge for sending +
receivingand that costs up to 15 times as much as
an SMS
SMS (TXT)/MMS Terms & Conditions
1. In addition to any entry, submission, subscription or other fee of which you are notified, your carrier's standard messaging rates apply to your entry or submission message, our confirmation and all subsequent SMS correspondence.
2. We will not be liable for any delays in the receipt of any SMS messages as delivery is subject to effective transmission from your network operator. SMS message services are provided on an as is basis.
3. Data obtained from you in connection with this SMS service may include your cell phone number, your carrier's name, and the date, time and content of your messages. We may use this information to contact you and to provide the services you request from us.
4. If at any time now or in the future, you elect to cancel your subscription of *product* SMS Alerts, you can unsubscribe at any time by texting 'STOP' to #number. By subscribing, you consent to receiving, from time to time, further text messages from us which may include offers from us, our affiliates and partners.
5. No refunds for your early cancellation of *company* SMS Services.
6. The text service is available to all major carriers. 7. For support please click *link*
BARCODES & QR
QR
QR Codes are all about the relaying of information and getting the customer to perform an action. Sometimes that action is simply scanning the code and enjoying its content. But here are some other things that QR Codes can do:
• Direct people to a URL• Give people an email address• Give people a phone number• Give a message (menu specials)• Give a VCard• Give a text to send• Link to a YouTube video• Link to a Google Map• Link to GeoPOI
NEED: QR Scanner (free app)
QR
BARCODES
product identification/registration
customer identification/registration
BARCODES (EAN-13)
BARCODES (UPC-A)
Codes of the Number System Character: 0 - Standard UPC number. 1 - Reserved. 2 - Random weight items like fruits, vegetables, and meats, etc. 3 - Pharmaceuticals 4 - In-store code for retailers. 5 - Coupons 6 - Standard UPC number. 7 - Standard UPC number. 8 - Reserved. 9 - Reserved.
AUGMENTEDREALITYEXPERIENCES
Augmented Reality
Live direct or indirect view of a physical, real-world environment whose elements are augmented by computer-generated sensory input such as sound, video, graphics or GPS data.
There’s an app for that!
Augmented Reality Browser
When a user opens a Layar Vision layer, the image fingerprint corresponding to the reference image IDs for that layer will be loaded for the client
Here’s what you can do with Layar AR:
Support 3D modelsSupport animated augmentsSharing to Facebook, Twitter, other social networksLayer actions:
Call - Email – Share – URL - (other dev coded actions)
Audio + Video trigger Geo-tag objects for location-based game-play & local services
Augmented Reality
Augmented Reality
Top right: Nearby points, in real-time.Moves + works like a compass
Dots in your screen mark GeoPOIs(Geolocated Points-of-Interest)
Can be of any color or shape.
MOBILE APPSBRANDEDSERVICES& GAMES
Branded games on mobile
58% say it is important for brands to be fun and playful.
• Light social gamers still interact 3 hours per week with their social games.
• Medium social gamers play up to 10 hours.• Heavy social gamers starts as of 10 hours per week.
Branded mobile apps
Branded games on mobile
LOCATION-BASEDMOBILEMARKETING
Location-based Mobile Marketing
Getting people to the stores (CPPoF – Cost per pair of feet)
Advantages of Proximity Marketing(dixit Robert McCourtney, Metamend)
A captured targetIncreased impulse buyingDevelopment of 1-2-1 relationship
marketingDirect marketing spending effectivenessPsychological nurturingIncreased ROI
Location-based Mobile Marketing
Channels:
Wi-FiBluetoothInfraRedNFCRFIDUWB
Location-based Mobile Marketing
Location-based Mobile Marketing
Location-based Mobile Marketing
Check-in marketingCouponing, ticketing & loyalty
Digital proximity, impulse buying
MOBILE SEARCHMARKETING
Mobile Search Marketing
The ArchitectSite performance is critical (and device compatibility too)
The information people search for usually
informs an immediate purchase decision
mSEOtargeting long-tail keywordsdo AdWords keyword research the Google phone thingmobile search engines
EMAILMARKETING
66% :)Once a day.
IDEA
Case: Martini Mobile Activation Plan
Briefing (confidential):
Engage with the target audienceChallenge themGaming concept & triggersModern technologySocial factor
Case: Martini Mobile Activation Plan
Mechanism: 1. Find the locations 2. Unlock the content 3. Enjoy the benefits 4. Share with friends 5. Get lucky
Learn how to get lucky, chase your dreams & desires.
QR content on posters (discount coupons) AR content to find bars
QR/AR content on coasters + POS in bars: MultimediaSocial Tips Instant group discountsLoyalty rewards
Case: Martini Mobile Activation Plan
Multimedia Content:
Unlock The TV Commercials Unlock special videos & trailersUnlock The Ringtones
Learn The Skill (DIY video tutorials)
learn to fold a rose from a bar napkin
learn to make the perfect coctailthe five best conversation starters…
Always state the amount of content, so they know how many to collect.
Case: Martini Mobile Activation Plan
Scan the red dot + unlock challenge
invite 3 friends to join you within the hour,
get a free Martini
Bar-Tour: take your 3 friends to 3 bars,
get 3 free Martinis
Bar-Streaker: 5 bars on a night,get a free glass
Optional: tie-in with 4Square to track the check-ins + friendship relations
Case: Martini Mobile Activation Plan
Loyalty Rewards:
Unlocking all items from a categoryUnlocking all itemsVisiting all participating barsJoining all social channels
Participating for the first timeParticipating for the 3rd timeParticipating for the 5th timeParticipating for the 10th timePower user bonus
Shared with a social network bonus.
POS items as collector items?
Case: Martini Mobile Activation Plan
Digital Channels: 1. Facebook Campaign Page 2. Foursquare Bar Locations 3. YouTube Dedicated Channel 4. Mobile website, microsite
5. Campaign landing page 6. Campaign website 7. Layar AR content map
Tie-ins:1. Commercial2. Bar flyers, posters, POS3. Website 4. Banner campaign5. SEA6. Facebook Ads
Thanks!