Keep it Short and Useful: Mobile Marketing that Seamlessly Fitsinto Customers’ Lives and Delivers Value
SPEAKER:Chi Modu, Founder Chief Transformation Officer diverseinsights.comdidigital.net
MODERATOR:Alli LibbAmerican Marketing Association
SPONSOR:Aquent: aquent.com
Mobile
mo•bile - Being able to move or be moved freely or easily
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Brands Must Align With Current Information Access Points
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What We’ll Cover:
• Advantages of mobile vs. non-mobile marketing
• The parts of the mobile equation
• The surprisingly most effective of all the mobile tools
• How to effectively engage the consumer in conversation
• How to move consumers to action
• Consumer concerns and privacy overview
• Case studies
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Advantages of Mobile vs.Non-Mobile Marketing
• Omnipresence
• Reduced targeting errors
• Improved data management
• Always on and always aware
• Location awareness
• Intimate platform
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A Few Stats:
• Over 50% of global population pays to use mobile device
• 75% of US population or 232 million users of mobile phones
• Mobile banking to double to 400 million people by 2013
Source: International Telecommunications Union, an agency of the United Nations
Source: Pew Internet Research
Source: Juniper Research
Address bookAudio recorderCalendarCameraGame DeviceGPSLaptopMusic playerNote padRemote controlTelephoneTelevisionWallet
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Consolidation of Devices
Mobile Device =
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Five Parts of the Mobile Equation• Applications for smart phones (phones with internet access)
• Mobile web m.yourbrand.com vs. yourname.mobi or sites built with mode of access detection capability
• SMS (short message service) Short code marketing and texting
• Kindle, iPad, etc. Content access devices with added functionality
• Location based services Foursquare, Gowalla, and more
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What Does All of This Mean?
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Societal and Behavioral Shifts
• Smart info consumption
• Control of when/where and how to consume
• Increase of tasks in shorter time frame: e.g. 31 to 24 hours
• User-generated content more the norm
• • •
Source: OTX - US Think Tank
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What is the Most Effective of All Mobile Tools?
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The Most Effective Tool is the One That Your Customer is Most Familiar With
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When Integrating Mobile
• Create or refine your overall brand strategy
• Create a mobile plan and implementation course that is informed by your brand strategy and position
• Research and study your customers’ mobile behavior and information consumption preferences
• Understand what your customers (and prospects) expect from your brand
• • •
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Moving the Customer from One Channel to Next:Seamlessly integrate mobile CTAs (calls-to-action) with your non-mobile marketing
• Applications
• Mobile web
• SMS (Texting/Short Message Service)
• Kindle, iPad…
• Dynamic/location-based engagement
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Integrate and Leverage All Components of the Mobile Mix to Connect with Your Non-Mobile Marketing Efforts
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How do you best engage yourcustomer in conversation?
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Five Parts of the Mobile Equation• Applications for smart phones (phones with internet access)
• Mobile web m.yourbrand.com vs. yourname.mobi or sites built with mode of access detection capability
• SMS (short message service) Short code marketing and texting
• Kindle, iPad, etc. Content access devices with added functionality
• Location based services Foursquare, Gowalla, and more
VS.
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Taste Tests Still Work
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Thin Line Between “Spooky,” “Creepy” and Annoying
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Case Studies…
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Bowery Mission of NYC
Goal:To be the most effective provider of compassionate care and life transformation for hurting people in New York City.
Established in 1879
Challenge: To raise awareness of the plight of the homeless and hungry in New York City and increase donations
Strategy:Approach the age-old problem of hunger and homelessness with a 21st century solution.
Creative use of SMS that included facts, trivia, words of inspiration along with Bowery’s services for users of the services, donors and prospects.
Result:Increased awareness of the Bowery’s Mission
Bonus:Selected Best of Non-Profit, 2009, by Mobile Marketer
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Bowery Mission of NYC - Pro Bono Project
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General Mills: Wheaties Fuel
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General Mills: Wheaties Fuel
Challenge: Create a mobile campaign to support the new Wheaties Fuel to help reinvigorate and modernize the Wheaties brand
Strategy/ResultCreated next generation SMS campaign integrated with offline, television, and print promotions in partnership with Men’s Health Magazine.
Bonus:Selected among top 10 campaigns of, 2009, by Mobile Marketer
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Keep it Short and Useful: Mobile Marketing that Seamlessly Fitsinto Customers’ Lives and Delivers Value
SPEAKER:Chi Modu, Founder Chief Transformation Officer diverseinsights.comdidigital.net
MODERATOR:Alli LibbAmerican Marketing Association
SPONSOR:Aquent: aquent.com
Thank You!
Get in touch:[email protected]
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