Loyola University Short Code Management Integrating Digital Marketing Across Channels
Joel Morrow CEO
Mobile Fusion
mobile-fusion.com [email protected]
303.980.4900 office 303.949.2298 mobile
@Mobile_Fusion #DMA2011
Bio
© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | [email protected] 3
Joel Morrow – CEO of Mobile Fusion • Frequent industry speaker on mobile, social and digital
marketing for the Direct Marketing Association (DMA), American Marketing Assoc. (AMA), National Restaurant Association, the National Retail Federation and other groups.
• Previously, Director of Product Development, Digital Ventures at Western Union where he developed and executed the company's mobile marketing strategy/roadmap and global mobile money transfer product.
• MBA from the University of Colorado at Boulder.
Mobile Fusion is a leading digital marketing agency Agenda
© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | [email protected] 4
• The challenges/opportunities of a multichannel world • Success stories and industry best practices • Digital Marketing RoadmapTM • Top 3 free / low-cost ideas
Mobile Fusion is a leading digital marketing agency A Few of Our Clients
© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | [email protected] 5
What we can do for you: 1. Use mobile, social media and digital marketing to increase engagement, brand
affinity and sales. 2. Marketing programs: Mobile | Social Media | Website | Multichannel | Email | In-Store
Mobile Fusion is a leading digital marketing agency
Your customers are mobile, social & digital. Are you?
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Dumb Mistake to Avoid: QR Codes
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Best Practice: Connect Offline to Online…
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…from web to social media…
© 2008-‐2010 Mobile Fusion | All Rights Reserved | Confiden=al | mobile-‐fusion.com | 720.963.8000 | 800.431.8556 | info@mobile-‐fusion.com
…to deliver coupons on the mobile phone...
© 2008-‐2010 Mobile Fusion | All Rights Reserved | Confiden=al | mobile-‐fusion.com | 720.963.8000 | 800.431.8556 | info@mobile-‐fusion.com
… and drive World of Mouth Marketing.
© 2008-‐2010 Mobile Fusion | All Rights Reserved | Confiden=al | mobile-‐fusion.com | 720.963.8000 | 800.431.8556 | info@mobile-‐fusion.com
Poll Question
© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | [email protected] 12
• How many Americans have a Facebook account? 1. 33% 2. 48% 3. 60%
Poll Question
© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | [email protected] 13
• How many Americans have a Facebook account? 1. 33% 2. 48% 3. 60%
Source: Facebook, May, 2011.
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Phase 2 – Run: Vail’s EpicMix integrates on-mountain, online, social & mobile to earn its price premium.
On your computer or mobile phone…
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Connect with friends…
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Results: Vail’s EpicMix First Year
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• 100,000 guests activated = 15% adoption. • 275,000 social posts on Facebook & Twitter • 35 million social impressions* • 2011/2012 season pass sales: +19%
increase with +27% revenue
Sources: • VailResorts.com, 8.31.2011 press release • VailResorts.com, Q3, 2011 quarterly financial results. • Based on Vail’s assumption of Facebook's estimate of 130 friends per person.
Integrate Across Channels
© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | [email protected] 18
Desktop Website
Signage
Facebook Post
Mobile Website
Text Message
Mobile Fusion is a leading digital marketing agency
Increase response rates by adding mobile to traditional marketing
© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | [email protected] 19
Campaign: • Mobile Fusion implemented a QR code on its
direct mail campaign to drive recipients to view a YouTube video and request more information through a mobile webpage form.
Results: • 266 people viewed YouTube video • 36 people requested more
information 13.5% conversion rate
PizzaHut.com/Apps
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© 2008-‐2010 Mobile Fusion | All Rights Reserved | Confiden=al | mobile-‐fusion.com | 720.963.8000 | 800.431.8556 | info@mobile-‐fusion.com
Poll Question
© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | [email protected] 21
• Who owns the data on your Facebook Page? 1. You 2. Mark Zuckerberg
Poll Question
© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | [email protected] 22
• Who owns the data on your Facebook Page? 1. You 2. Mark Zuckerberg
• Facebook owns your data, not you. • It can change its rules anytime, including
restricting your Facebook Fan Page. • Best practice: Seek to collect name, email and
mobile phone number from your fans so you can re-engage outside of Facebook’s “wall garden.”
Mobile Fusion Best Practice Phase 1 – Walk: ….Increase # of Likes to build Facebook database and word of mouth
© 2008-2010 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | [email protected] 23
Lightly Engaging Conversations Are Key …
© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | [email protected] 24
… obtain email and mobile phone # for future direct marketing and…
© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | [email protected] 25
….drive word of mouth advertising.
© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | [email protected] 26
Published to fan’s Facebook network.
Mobile Fusion is a leading digital marketing agency
Use Digital | Social | Mobile to advance each stage of the Purchase Funnel
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Awareness | Research TV | print | social | mobile
Shopping | Engage QR code| search/PPC | Facebook
Purchase (store | web | phone)
Post-‐purchase support + Cross-‐sell
Brand
Advocate
Phase 1 - Walk: Don’t replicate your website on the mobile phone. Prioritize the top 3-5 things customers are seeking
© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | [email protected] 28
Build Email and Mobile Databases
© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | [email protected] 29
Mobile Fusion Case Study Phase 2 – Run: Use mobile for slow times and at the last minute to drive incremental sales on slow days/times and during seasonal promotions
© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | [email protected] 30
© 2008-2010 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | [email protected] 30
EdibleArrangements.com
Father’s Day promo results = 365% ROI with 1.6% buy rate
(11x higher than email’s 0.15%)
Though mobile video, create brand believers
© 2008-‐2010 Mobile Fusion | All Rights Reserved | Confiden=al | mobile-‐fusion.com | 720.963.8000 | 800.431.8556 | info@mobile-‐fusion.com
B2B: Tell Your Story on Printed Materials (biz card, trade show booth)
© 2008-‐2010 Mobile Fusion | All Rights Reserved | Confiden=al | mobile-‐fusion.com | 720.963.8000 | 800.431.8556 | info@mobile-‐fusion.com
Best Prac*ce Add Text Call to Ac=on for 2/3rd of Americans without a
Smartphone
Proposed Solution Digital Marketing RoadmapTM
© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | [email protected] 33
Phase 1-Walk
Build Capabilities
Phase 2-Run
Execute Campaigns
Across Channels
Phase 3-Leap
eCRM Right msg @ right
time via right channel
Digital Marketing RoadmapTM
© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | [email protected] 34
Digital Marketing Roadmap
© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | [email protected]
Call or email for copy of our Digital Marketing Roadmap with multichannel marketing calendar
Joel Morrow CEO
Mobile Fusion
mobile-fusion.com [email protected]
303.980.4900 office
Top 3 Free / Low-Cost Ideas
© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | [email protected] 36
1. Fix website on mobile phone with single mobile webpage with contact info.
2. Add Like Us button to website home page and move above fold.
3. Create and share company-wide multichannel marketing calendar.
Conclusion: Why multichannel should be a priority
© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | [email protected] 37
1. Bad customer experience 2. Stop working hard doing the wrong things 3. Enhance career marketability inside and
outside your company
Questions
© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | [email protected] 38
Joel Morrow CEO
Mobile Fusion
mobile-fusion.com [email protected]
303.980.4900 office 303.949.2298 mobile
@Mobile_Fusion twitter #DMA2011 twitter
LinkedIn.com/in/JoelMorrow
• Email or provide card for copy of presentation
Proposed Solution Appendix
© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | [email protected] 39
Mobile Fusion is a leading digital marketing agency Social Media Stats
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• 150 / 309 million or 48% Americans use Facebook (source Facebook, US Census, 5.22.2011)
• 50% of its ac=ve users access Facebook via mobile (Source: Facebook). • Those who access Facebook via their mobile device are proven to be twice as ac6ve as those who don’t.
• The average American Internet user watches 30 minutes of video online per day [40 percent increase over 2009] (comScore) Compared to 5 hours of television per day
Mobile Fusion is a leading digital marketing agency Mobile Stats
© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | [email protected]
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1) More text messages / day than voice calls on mobile phone.1
2) 97% of text messages are opened with 83% opened within one hour.2
3) In October, 2010: 7 of 10 Americans texted; 36% used the mobile web; 1 in 4 used social media.3
4) 52% of shoppers use smartphones to compare prices, 37% locate retailers via smartphone, 23% of shoppers make purchases via their mobile phone.4
5) 1/3rd of Facebook’s 600 million users access via mobile.5
Our mobile devices are the foundation of our digital lives
They are becoming our digital “Swiss army knife”
Mobile & Social Media are synonymous as consumers use mobile as their frequent devices to check Facebook, get directions, view store hours, check
prices
Mobile Statistics
Mobile Trends
Sources: 1 CTIA-The Wireless Association (trade association of U.S. wireless carriers). 4 Google, “Think Holiday,” August 2010. 2 New York Times, 9.23.2008-2010 article quoting U.S. wireless carrier research. 5 Facebook, 2010. 3 ComScore MobiLens study, October, 2010.
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