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Mobile Marketing
Mobile Marketing 2.0 The Mobile Marketing Landscape – Mobile Marketing Tactics
Mobile Marketing 2.0
“The mobile ecosystem, for all its complexity, boils down to three types of engagement with consumers:
app, web, and messaging.
To prevent ending up in the same boat as predecessors who bet on the wrong business model, marketers are clamoring to figure out which channel
will remain relevant in the future.”
According to Kane of MSGME, 5.17.11 http://blog.msgme.com/2011/05/17/finding-the-best-apps-v-mobile-web-vs-mobile-messaging-answer/
Mobile Marketing Tactics
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Mobile Marketing
SMS Mobile Web Apps
Mobile Marketing Tactics
2.0
Mobile Marketing
Mobile Marketing Tactics
2.0
http://ho9od35yvs05ejqn.zippykid.netdna-cdn.com/wp-content/uploads/2014/02/0207_WebDAMSolutions.png WebDam
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Mobile Marketing
“Messaging still dominates (mobile operators’) non-voice revenues worldwide.” (Portio Research)
Mobile Marketing Tactics Why SMS?
2.0
Nearly all phones, including smartphones and feature
phones, have text messaging capabilities built in.
“SMS messaging is king.”
Mobile Marketing
Mobile Marketing Tactics Why SMS?
2.0
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Mobile Marketing
Mobile Marketing Tactics Why SMS?
2.0
1 in 5 Marketers
Run an SMS Campaign Last Year
July 3, 2013, Marketing Charts.
Mobile Marketing
Mobile Marketing Tactics Why SMS?
2.0
81% Mobile Users Send/Receive Text (Pew)
Pew Research, 2013.
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Mobile Marketing
Mobile Marketing Tactics Why SMS?
2.0
81% Mobile Users Sent/Rec’d last 30 days (Nielson)
~98% Open Rate Within first 3 minutes
Pew Research, 2013.
Mobile Marketing
Mobile Marketing Tactics Why SMS?
2.0
81% Mobile Users Sent/Rec’d last 30 days (Nielson)
~98% Open Rate Within first 3 minutes
45% Response Rate
Pew Research, 2013.
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Mobile Marketing
Mobile Marketing Tactics Why SMS?
2.0
81% Mobile Users Sent/Rec’d last 30 days (Nielson)
~98% Open Rate Within first 3 minutes
45% Response Rate
3,417 Text Messages/mo Age 13 – 17
Pew Research, 2013.
Mobile Marketing 2.0
Mobile Marketing Tactics SMS: Best Practice
Carl’s Jr., an American-based fast-food restaurant chain, with 1,369 locations worldwide, sent out a text message offer to customers on May 14, 2013. The text message offer was for a $6 burger combo for only $2.99. Not only did this text message offer get a 19% redemption rate, the fast-food chain generated $14 in new sales for every $1 they spent on this campaign.
Tatango.com.
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Mobile Marketing 2.0
Mobile Marketing Tactics SMS: Best Practice
Redbox, a company that places kiosks renting DVDs, Blu-ray Discs, and video games in over 42,000 locations, ran an extremely successful 10- day mobile marketing campaign. The company had customers text DEALS to 727272 on each one of the ten days for a chance to save between 10 cents and $1.50 on their next rental. To advertise the mobile promotion, which was called “10 Days of Deals”, Redbox shared it on Facebook to their more than 3M fans, sent an email to their 30+M email subscribers, in addition to promoting it on the then 33,000 Redbox kiosks. The results, over 400,000 customers participated in the SMS marketing promotion, generating over 1.5M SMS messages in just 10 days!
Tatango.com.
Mobile Marketing 2.0
Mobile Marketing Tactics SMS: Best Practice
https://www.dropbox.com/s/s8toz2lhul6eqmb/Ruby%20Tuesday%20Dinner%20%26%20A%20Movie%20MMA%20Entry%20%E2%80%94%20Creative%20Elements.mp4
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Mobile Marketing 2.0
Mobile Marketing Tactics SMS: Best Practice
Ruby Tuesday case study... • Discoverability • Integrated marketing • Direct response • Share of mind • Sense of urgency • Customer demographics
Mobile Marketing 2.0
Mobile Marketing Tactics SMS: Best Practice
https://www.youtube.com/user/EzTexting
Retail: https://www.youtube.com/watch?v=oTy-MkAUXHY&list=UUryzRw-IiK4rAiUUNc5Uiqw
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Mobile Marketing 2.0
Mobile Marketing Tactics SMS: Best Practice
http://www.sumotext.com/mobile-marketing-videos/mobile-marketing-videos.html
Mobile Marketing
Graphic From “The Mobile Playbook,” by Google’s Jason Spero and Johanna Wherther
Mobile Marketing Tactics Why Mobile Web?
Why Optimize? Value of Mobile Search @ Retail
7. Butcher, Dan. “More than half of smartphone owners use mobile devices in retail stores: studyhttp://www.mobilecommercedaily.com/ 2011/03/14/more-than-half-of-smartphone-owners-use-mobile-devices-in-retail-stores-study
8. Sullivan, Laurie. “Study Analyzes Mobile Search, Buying Behavior In Retail.” http://www.mediapost.com/ publications/article/162261/study-analyzes-mobile-search-buying-behavior-in-r.html
10. Butcher, Dan. “87pc of retailers agree shoppers can find better deals via mobile: survey.” http://www.mobilecommercedaily.com/ 2011/01/13/87pc-of-retailers-agree -shoppers-can-find-better-deals-via-mobile-survey
13. Compuware. “What Users Want from Mobile.” 2011. http://www.gomez.com/resources/ whitepapers/survey-report-what-users-want-from-mobile/
2.0
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Mobile Marketing
Mobile Marketing Tactics Why Mobile Web? Example of Responsive Website
2.0
http://searchenginewatch.com/article/2351176/How-Responsive-Design-Increases-the-Results-of-Your-Online-Marketing
Mobile Marketing
Mobile Marketing Tactics Why Mobile Web? Example of Responsive Website
2.0
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Mobile Marketing
Mobile Marketing Tactics Why Mobile Web? Example of Responsive Email
2.0
http://searchenginewatch.com/article/2351176/How-Responsive-Design-Increases-the-Results-of-Your-Online-Marketing
Mobile Marketing
Mobile Marketing Tactics What on the Mobile Web
2.0
Monetate Q1 2013 Ecommerce Quarterly.
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Mobile Marketing
Mobile Marketing Tactics Why Mobile Apps?
2.0
Mobile Marketing
Mobile Marketing Tactics Why Mobile Apps?
2.0
41apps/phone Avg owned by smartphone user up 28% from last year1
1. Lunden, Ingrid, “Nielsen: U.S. Consumers Avg App Downloads Up 28% To 41; 4 Of 5 Most Popular Belong To Google,” May 16, 2012
2. Nielson, Mobile Media Report, QIII, 2011.
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Mobile Marketing
Mobile Marketing Tactics Why Mobile Apps?
2.0
1. Lunden, Ingrid, “Nielsen: U.S. Consumers Avg App Downloads Up 28% To 41; 4 Of 5 Most Popular Belong To Google,” May 16, 2012
2. Nielson, Mobile Media Report, QIII, 2011.
41apps/phone Avg owned by smartphone user up 28% from last year1
75B app downloads apple in 2014 (Statista.com)
Mobile Marketing
Mobile Marketing Tactics Why Mobile Apps?
2.0
1. Lunden, Ingrid, “Nielsen: U.S. Consumers Avg App Downloads Up 28% To 41; 4 Of 5 Most Popular Belong To Google,” May 16, 2012
2. Nielson, Mobile Media Report, QIII, 2011.
41apps/phone Avg owned by smartphone user up 28% from last year1
75B app downloads
62% smartphone owners Downloaded apps in past 30 days2
apple in 2014 (Statista.com)
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Mobile Marketing
Mobile Marketing Tactics Why Mobile Apps?
2.0
Mobile Marketing
Mobile Marketing Planning The Marketing Brief/Plan
3.0
Great Example of functional app for mfr… https://www.youtube.com/watch?v=QOSk2DPnXAM
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Mobile Marketing 2.0
Mobile Marketing Tactics SMS: Best Practice
Allergy Cast case study... • Mindshare • Content strategy • Mindshare • Personalization
Mobile Marketing
Mobile Marketing Tactics Why Mobile Apps?
2.0
http://ho9od35yvs05ejqn.zippykid.netdna-cdn.com/wp-content/uploads/2014/02/0207_WebDAMSolutions.png WebDam
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Mobile Marketing
Mobile Marketing Tactics Time Spent Apps vs. Web
2.0
Mobile Marketing
Laird, Sam, “Mobile Web or App which should you build first” Mashable, June 6, 2012.
Mobile Marketing Tactics Mobile App vs. Web
2.0
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Mobile Marketing
Laird, Sam, “Mobile Web or App which should you build first” Mashable, June 6, 2012.
Mobile Marketing Tactics Mobile App vs. Web
2.0
Mobile Marketing
Laird, Sam, “Mobile Web or App which should you build first” Mashable, June 6, 2012.
Mobile Marketing Tactics Mobile App vs. Web
2.0
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Mobile Marketing
Mobile Marketing Tactics Mobile App vs. Web
2.0
Mobile Marketing
“People will be more selective with the apps they download, the sites they visit, and the lists they join–making it mandatory that marketers figure out ways
to make…
…their apps more engaging, websites more useful, and opt-in communication more relevant.”
According to Kane of MSGME, 5.17.11 http://blog.msgme.com/2011/05/17/finding-the-best-apps-v-mobile-web-vs-mobile-messaging-answer/
2.0
Mobile Marketing Tactics
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Mobile Marketing
“It’s not one channel – no matter how amazing – that’s key. It’s the strategy and execution of
different channels working together to maximize the strengths of each.”
According to Kane of MSGME, 5.17.11 http://blog.msgme.com/2011/05/17/finding-the-best-apps-v-mobile-web-vs-mobile-messaging-answer/
2.0
Mobile Marketing Tactics
Mobile Marketing
“Mobile is the only media tool that allows a brand to
engage with a consumer in any point in their media mix and
start to convert them across the purchase funnel.”
Amielle Lake, CEO Tagga Media
“CEO’s Dish on QR Codes at Mobile Marke8ng Summit,” September 9, 2011
“CEO’s Dish on QR Codes at Mobile Marketing Summit,” 9.9.11,
2.0
Mobile Marketing Tactics
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Mobile Marketing
• SMS (Short Message Service)/Text
• MMS (Multi-Media Service) includes audio, pod casts and/or video streamed content
RFRESH: U R entered to Zero 2 Win sweepstakes Phi@Atl. Addi>onal entry opt-‐in @ wawa.com/cokezero. Txt WA HELP 4 info. Msg&DataRatesMayApply.
Mobile Marketing Tactics SMS
2.0
Mobile Marketing
Mobile Marketing Tactics SMS
2.0
20% of donations for Hurricane Sandy came in from text messaging More Here: http://www.tatango.com/blog/20-of-donations-for-hurricane-sandy-relief-comes-from-text-messages/
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Mobile Marketing
QR Code - short for 'Quick Response' code. A 2D bar code used to drive users to a mobile url. Common uses—print magazines, billboards, etc.
Mobile Marketing Tactics QR to Mobile Web
2.0
Mobile Marketing
Mobile Web – a website on your mobile device. In this example, a mobile web landing page was used to drive response and engagement.
Mobile Marketing Tactics QR to mobile web
2.0
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Mobile Marketing
Print to Mobile QR Code Solution
Disney On-Stage Magazine goes out to every teen performer who enters the park and provides daily info on events and showcases for music and theatre arts appreciation.
Mobile Marketing Tactics Integrated Traditional + Mobile Campaign
2.0
Mobile Marketing
Mobile Marketing Tactics Controlling the “Shop, Learn, Buy” Experience
2.0
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Mobile Marketing
• Proximity-based marketing
• Other (Mobile display advertising, Interactive & gaming, Mobile SEO, etc.)
McDonalds interactive gaming ex: http://www.youtube.com/watch?v=7u0ij9D5S4Y&feature=player_embedded
Mobile Marketing Tactics Proximity-based Mobile Marketing
2.0
Mobile Marketing
• Near Field Communications (NFC)
McDonalds interactive gaming ex: http://www.youtube.com/watch?v=7u0ij9D5S4Y&feature=player_embedded
Mobile Marketing Tactics Proximity-based Mobile Marketing
2.0
http://vimeo.com/55645040
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Mobile Marketing
Mobile Marketing Tactics NFC and Mobile Commerce
2.0
Mobile Marketing 2.0
Mobile Marketing Tactics Integrated Mobile Strategy—Target
Integrated Mobile Tactics
Mobile Couponing Shopkick
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Mobile Marketing 2.0
Mobile Marketing Tactics Integrated Mobile Strategy—Target
Facebook Print catalog-to mobile
Mobile Marketing
The Mobile Landscape Common Challenges
What kind of phones do my customers have?
How can I develop a meaningful strategy beyond SMS’ 140 characters?
Do I develop an iPhone only app vs. apps for several platforms vs. a wap site?
How can I control and leverage advertising inventory?
2.0
Time, expense, skillset & resources!
Fragmentation! Platform, OS, Device, Data
And now the challenge…. Lots of smartphones
And now the challenge…. Lots of smartphones
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Mobile Marketing
The Mobile Landscape Common Challenges
How can I control and manage wireless, user (subscriber) data?
How will I distribute my mobile content?
How can I drive revenue opportunities and store traffic?
Fragmentation! Platform, OS, Device, Data
And now the challenge…. Lots of smartphones
And now the challenge…. Lots of smartphones
2.0
Time, expense, skillset & resources!
Mobile Marketing
The Mobile Landscape Common Challenges
2.0
Unlimited data plans are slowly exiting as a plan
provided by leading carriers in the US…
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Mobile Marketing
Take-Aways
2.0
• The mobile ecosystem, for all its complexity, boils down to three types of engagement with consumers: app, web, and messaging.
• Marketers are clamoring to figure out which channel will remain relevant in the future.
• “SMS messaging is king.” Messaging still dominates (mobile operators’) non-voice revenues worldwide. Nearly all phones, including smartphones and feature phones, have text messaging capabilities built in.
• It’s essential to optimize your site for the mobile web as more customers are searching for your brand using their mobile devices. Specifically, 40% have turned to a competitors mobile site after a bad mobile customer experience.
• The mobile Apps market to grow to $30 billion by 2015 (Juniper) as mobile consumers are downloading more apps than ever before.
Mobile Marketing
Take-Aways
2.0
• It’s important to recognize the different kinds of mobile marketing tactics, their benefits, advantages and disadvantages.
• People will be more selective with the apps they download, the sites they visit, and the lists they join – making it mandatory that marketers figure out ways to make their apps more engaging, websites more useful, and opt-in communication more relevant.
• Remember: It’s not one channel – no matter how amazing – that’s key. It’s the strategy and execution of different channels working together to maximize the strengths of each.
• (Repeat) It’s the strategy and execution of different channels working together to maximize the strengths of each.
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Mobile Marketing
The Mobile Landscape Take-Aways
2.0
• Mobile is the single most pervasive technology ever invented (even moreso than electricity)
• Mobile represents a BIG market (5.9B Globally/331M US) with BIG money opportunities ($1.5T Global revenues).
• Marketing can be defined as getting the right message to the right audience using the right media and methods—to grow and/or sustain profitable customer relationships. (“Sales hooks em and marketing reels them in”). Mobile marketing, as defined by the MMA, is a set of practices that enables organizations to communicate and engage with their audience in an interactive and relevant manner through any mobile device or network.
Mobile Marketing
The Mobile Landscape Take-Aways
2.0
• Mobile is the fastest growing media of our time. It is so pervasive in our society that a marketer has a pretty good guarantee someone will stop what they’re doing and respond. It’s also an empowerment tool that allows one-to-one communications
• Some of the benefits of mobile include it’s personal, targeted, immediate, cost effective and green, to name a few. Mobile is the only media tool that allows a brand to engage with a consumer in any point in their media mix and start to convert them across the purchase funnel.
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Mobile Marketing 2.0
• Brands and businesses of all sizes should consider mobile marketing TODAY because:
ü Your customers are mobile
ü Your competition is mobile
ü Your business will likely be dependent on mobile
• It’s important to recognize the different tactics of mobile including: SMS, Mobile Web and Mobile Applications (Apps) for communicating and influencing key stakeholders
• Mobile is the only media tool that allows a brand to engage with a consumer in any point in their media mix and start to convert them across the purchase funnel
• Certain challenges exist when considering a mobile marketing strategy and execution of mobile marketing tactics. These include but are not limited to: fragmentation of devices and operating systems, data plans, connectivity, cost, time and skillset
The Mobile Landscape Take-Aways
Mobile Marketing 2.0
• There’s a growing trend among a “new developer community” of SMBs and even Consumers creating, publishing & distributing mobile content
• Ubiquitous, DIY tools currently exist to support increased mobile content deployment
• It will not happen in a vacuum. Strategic planning, engaging content, accessible tools and foresight will prevail among
The Mobile Landscape Take-Aways
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