driving sales, engagement, and loyalty through mobile marketing

Driving Sales, Engagement, and Loyalty Through Mobile Marke;ng

Jeff Hasen, MobiviyMichael Becker, Somo

Your Instructors

• Jeff Hasen, Chief Marke;ng Officer, Mobivity, and Author– @je.asen

• Michael Becker, Market Development & Strategic Advisor, North America, SOMO, and Author– @mobiledirect

Our Road Ahead• Part 1: Mobile: No Longer A Nice-‐To-‐Have In Your

Marke;ng Mix

• Part 2: Going Beyond The Shiny Objects: A Ver;cal Market Cross-‐Sec;on of What Works and Does Not Work

• Part 3: GeVng It Done: A How-‐To Map to Mobile Marke;ng Success

PART 1

Mobile: No Longer A Nice-‐To-‐Have In Your Marke;ng Mix

Why Mobile – high-‐level overview of opportunity

Consider All That You Can Imagine• Take a trip to a faraway land

Fleet-‐Footed Wieners• Run, Tito, run

Flying Children• Away they go

Cashing In(Bound)• Dollars from heaven

Mobile Pixie Dust• Magic apps

• Cash-‐removing wallets

Sell More Stuff• Everything has changed

• Nothing has changed

Winds Blowing In New Era• Time-‐crunched

society

• You can’t fish where the fish were

Life of a Marketer• Not enough ;me

• Belief that safe won’t get you fired

• Silos

• Management enthralled with shiny objects

Life of a Mobile Subscriber• Connected 24/7

• Researching, interac;ng, shopping with device

• Expec;ng brands to meet them on mobile

The Technology Divide Is Shrinking• Nearly 40 percent of

55-‐64 year olds have a smartphone (Pew)

• Number of seniors on Web has increased average of 16% each year for last decade (Nielsen)

The Two Need To Meet• Complementary needs

It’s Why I Wrote Mobilized MarkeOng• Learn from three

dozen marketers

• Find out how to go where the fish are

• Catch more fish

Key Findings• Mobile is no longer a

“nice to have”

• “Meat and potatoes” ohen feed the hungry salespeople

• What works in one region won’t necessarily work in another

Key Findings• Mobile bridges

distance and genera;on

• Marketers can’t afford to wait un;l everything in mobile is perfect

Key Findings• If you aren’t going to

do mobile, can you say the same about your compe;tor?

The Passive Has Become InteracOve• Interact to sell more

• Give consumers choice

“You Can’t Move A Mall”• Shoppers

increasingly choose on ameni;es like clean bathrooms, WiFi, and interac;vity via mobile

34 Cars Sold In One Day• Combina;on of

tradi;onal media and mobile

• Dollars worked harder

Advice From Marketers• Find the ;me

• Be brave

• Give your target choice

Advice From Marketers• Don’t bet it all

• Don’t forget feature phone users

• Don’t put mobile on an island

Consumer Behavior and Interest

An Evolu;onary Trend Not to be Ignored

Understanding Change

Internet

Computers

Gaming

Broadcast

Advertising

Credit

Mobile

Mapping

Telecoms

Theory by Tomi T Ahonen 2002-2013

BankingInsurance

Camera

Social Media

7,094,284,785People

Source: hlp://www.census.gov/popula;on/interna;onal/data/idb/worldpopinfo.php,

June 2013

And we’re increasingly connected

3,250,000,000Unique Mobile Users

(7.4B mobile connecTons,12.5b connected devices,

50b connected to the Internet)

Source: hlps://gsmaintelligence.com/, Cisco 2013

Mobile Malers

88.8% own a mobile device20% of their media Tme spent in mobile60% own a smartphone, and:

Search: 95% have searched for local infoShop: 84% use phones in a physical storeSpend: Mobile influences 17~21% of all U.S. retail commerce

Source: Prosper Insights, 2013, Deloitte,2 012)

The U.S. Consumer

We’re never far away

By 2020

13,311,666,640,184,600 devices connected to the Internet)

Source: Cisco 2013

MOBILE HAS CAUSED AND ENABLED AN IRREVOCABLE CHANGE IN CONSUMER BEHAVIOR

Howard Schultz, Starbucks CEOJan 2013, NRF Convention & Expo

There is a seismic change in consumer behavior that is linked to technology such as social and mobile platforms.”

Media Has Evolved

This is really happening

Media consumpTon has

Source: Navigating the new multi-screen world: Insights show how consumers use different devices together - Google Mobile Ads Blog. (n.d.). Retrieved September 19, 2012, from http://googlemobileads.blogspot.mx/2012/08/navigating-new-multi-screen-world.html?utm_source=Blog+subscribers&utm_campaign=f9f8a74760-RSS_EMAIL_CAMPAIGN&utm_medium=email

Nature of Media Has Evolved

Text Message STll Significant

We love to text

Email has Evolved

Source: Return Path, 2012 41

Source: hbp://blogs.denverpost.com/opinion/2013/08/09/cartoons-‐of-‐the-‐day-‐back-‐to-‐school/41207/

TIme of Day Malers

Source: Google, 2012; comScore: Share of Browser-Based Page Traffic by Hour for Computer, Smartphone and Tablet Platforms. comScore Device Essentials, U.S., Monday, Jan. 21, 2013

Social Media & NeworkingU.S. consumer spends an average of 2 hours and 38 minutes per day on smartphones and tablets. 80% of that time (2 hours and 7 minutes), 24% in Facebook & social networking

Source: h*p://blog.flurry.com/bid/95723/Flurry-‐Five-‐Year-‐Report-‐It-‐s-‐an-‐App-‐World-‐The-‐Web-‐Just-‐Lives-‐in-‐It

Search Has

19 Source: Google (2013). “How Mobile Is Transforming the Shopping Experience in Stores”

Source: Noah Elkin and Rachel Pasqua, 2013, Mobile Commerce Daily, 2013

4 million mobile transacKon/per week10% of U.S. Revenues

Shopping has Evolved

Mobile User Various Throughout the Path-‐to-‐Purchase

Gas/Convenience Banking & Finance Retail Insurance

23%21%37%

17%16%

51%52%44%

At the Start In the Middle At the EndAll the Way Through

Ques;ons used: CQ39A/B/C/D: When visi;ng the <CATEGORY>, at what part of the research process did you use your <DEVICE>?

Source: Nielsen and xAd, 2013

But what does this all mean?

Mobile Impacts Sales

“Those that have our app make twice as many trips to the store and are spending 40% more. “

Wanda Young, Vice President, Media and Digital MarkeTng, WalmartMMA SM2, September 2103

It’s wave of change that has potential to invigorate business of all types and all sizes.

Source: Noah Elkin and Rachel Pasqua

Not just consumer change

PayPal Beacon

• Any store running Point-‐of-‐Sale systems compa;ble with PayPal, including

If an eight-‐year old can do it

Mobile’s ImpacTng Every Industry

WatchInternet

Computers

Banking

GamingMusic

BroadcastPrint

Credit

Mobile

Mapping

Telecoms

35%35%

Theory by Tomi T Ahonen 2002-2013

Advertising

Camera

The aggregate value of all these industries in 2012: 6 Trillion dollars

Insurance

Social Media

Some Nuances• Ethnicity• Loca;on/Geography• Time and loca;on of engagement• Device ownership• Transparency

Consumers Use MulTple Devices

Demo (Age, Income...) Malers

Source: Business Insider 2013

Ethnicity Mabers

Lopez, Mark Hugo, Gonzalez-Barrera, Ana, & Patten, Eileen. (2013). Closing the Digital Divide: Latinos and Technology

Adoption | Pew Hispanic Center. Online: PewResearch Hispanic Trends Project. Retrieved from http://

www.pewhispanic.org/2013/03/07/closing-the-digital-divide-latinos-and-technology-adoption/ 60

Device Malers

Source: Mobile Path to Purchase. (2013). Retrieved September 2, 2013, from http://www.mobilepathtopurchase.com/

Local Malers

40%~43% of consumers prefer loca;on relevant in-‐app mobile ads

Source: Experian, 2013; Forrester, 2012 62

Consumers worry about their data

SimilariTes, Differences In Device Types

The QuesOons We’ll Tackle• What are the best use cases involving feature

phones?

• What about smartphones?

• Do you need both a tablet and smartphone strategy?

• What the heck is a phablet and should you care?

The QuesOons We’ll Tackle• Does one device more than another lead to sales?

• What is responsive design and is it the answer for you?

• What are some of the best pracTces for marrying each device type with other markeTng components?

Best Use Cases Involving Feature Phones• The forgolen bunch

could be valuable to you

• Inclusive programs never ignore the more than 100 million who carry less sophis;cated devices

Coca Cola Moves To Mobile • 70 percent of Coke’s

mobile dollars are spent on proven channels

• The Olympics are all about inclusiveness

The Program’s Elements• Music, sports and

mobile

• SMS provided alerts, links, a way to engage

• 13-‐17 year olds were the most ac;ve – a gold medal performance for Coca Cola

Is A Feature Phone Program Right For You?

• Depends on your target audience

• Does it fit in with your brand?

Best Use Cases Involving Smartphones• More than half now

carry sophis;cated devices

• Experiences and expecta;ons have reached new heights

“True Blood” Takes Over Screen• Immersive, break-‐through execu;on got

no;ced and discussed

• Viewership went way up

Should You Market Via Smartphones?• Depends on whether

your audience carries them

• Does it fit in with your brand?

Do You Need Phone Strategy, Tablet Strategy or Both?

• Factors include target’s device usage, poten;al for overlap, dollar available

Macy’s Buys Into Employing Both• Efforts account for

different users, day parts, behaviors

• Retailer is all about choice for customers

Is Using Tablets and Phones Right

• One size does not fit all

• Depends on many factors, including where target audience spends its ;me

What’s A Phablet & Should You

• Devices with screen between 5 and 7 inches

• Users consume content, but also create it

Phabet Use Cases• Those who market

with lots of text in ads

• Others who seek heavier interac;on with content than what a smartphone can provide

Are Devices Equal In Pushing Sales?• Simply, the answer is

• Feature phones are the least effec;ve, tablets are the most effec;ve

Analyzing Shopper Behaviors• Users spend more

;me with tablets – and spend more money

• Larger screen gives consumers more of a view before they buy

Factors To Consider• Your customers and

prospects must use tablets for the choice to make sense

• Can you deliver on the expecta;ons that come from tablet owners?

Is Responsive Design Clear Answer?• Idea is to provide an

op;mal web viewing experience

• In the best of cases, one builds once and deploys over all web experiences

Best PracOces In Marrying Mobile

• Mobile doesn’t sit on an island

• Successful programs leverage dollars already being spent

How To Pull It Off• Mobile gets a seat at

the concep;on phase

• Consider mobile adver;sing as an igniter

IntegraTng mobile in markeTng mix

MISR image of the Central Amazon

Mobile Is The Heart of Evolu;onary Change

Mobile is pulling these forces of marketing together

DigitalmarkeOng

TradiOonalmarkeOng

MessagingBrowsingDownloadingCalling

(AdverKsing, LocaKon, Commerce, Cloud, Data)

Mobiles…enabling a vast range of

Source: ABInBev (2013). “The Power of Mobile InnovaKon for Brands”

The mobile media paths…consider

Search

Advertising

AppsSocial media Email

PersonalHow can we tailor the experience to you?

AdaptiveHow can we tailor the experience to where you are and what you need?

ValuableHow can we add value to your experience?

The Home Depot Approach

It is About Engagement: Two Sides

Mobile Advertising

Engagement(Contextual)

Mobile-enabledTraditional Media

Marketer Initiated

Consumer Initiated

Direct EngagementIndirect Engagement

Index of Mobile MarkeTng Services• Mobile Adver;sing

– Text

– Display

– Search

– Rich Media

– Video/Interac;ve Video

• Mobile Presence

– Mobile Web (tradi;onal/responsive)

– Mobile App

• Mobile Messaging

– Text

– Mul;media

– Email

– Push (in app)

– Bluecas;ng

Mobile PaymentsProximity PaymentsMobile Commerce

Scanning/ViewingResponse CodesAugmented RealityNearfield CommunicaKonsRFID Tagging

EnhancementsLocaKonDataLoyaltySocialAugmented realityCRMContent AnalyKcs & measurement

High-‐level Warning

“Your Free Mobile SEO Trial is Over”

“…we plan to roll out several ranking changes in the near future

that address sites that are misconfigured for smartphone

users.”

Fortune 100 Mobile Recap

94% Face Mobile Ranking Risks

Elias St. Elmo Lewis

March 23, 1872–March 18, 1948

Omnichannel

Delivery of a SEAMLESS Shopping Experience Across All Fulfillment Channels that Maximizes the VALUE of EVERY Customer Interaction

“Order from Anywhere, Fulfill from Anywhere”

So Toys ‘R Us developed a strategy

Source: Milton (2012). “Before Omnichannel retailing, Toys ‘R Us was like many other companies…” MMA Forum New York. Mobile Marke;ng Assoca;on.

[ ]Mobile Marke;ng

Awareness Loyalty

Social/Advocacy

TransacKon{ }Mobile Commerce Window

Upper Funnel Lower Funnel

The Funnel Has Evolved

ConsideraKon

Preference

Support

One to Many (the Marketer)

One to One(marketer & consumer)

One to Many(The Consumer)

mobile adverOsing

tradiOonaladverOsingacOvaOon

sponsorshipacOvaOon

consumerpromoOonacOvaOon

mobileincenOves & coupons

in-‐storemobile markeOng

VIP/rewardsprogram

mobiledatabasemarkeOng

DIGITAL TOUCHPOINTS

OFFLINE TOUCHPOINTS

Starbucks customer

Opt-‐in

AWARENESS ENGAGEMENT TRANSACTION LOYALTY

App promo

Augmented reality

QR codes

MobileCoupons

Mobilewallet

SocialintegraKon

Print Signage In-‐store RewardsSource: Vibes, 2012

Media Examples

Recommended opTmized share

While the average optimized mix in mobile is 7%, that figure likely is lower for low involvement brands and higher purchase funnel (LIHP), but higher for high involvement brands and lower purchase funnel (HILP)

Mobile ad units included: Ads in Mobile Web (Display Ads), Ads in Apps, Mobile Video Ads, Mobile Games Ads, Mobile Social, Tablets

The Dollars Are Following the ConsumerBy 2017 mobile will account for 16% for all U.S. Ad Spending,

over 50% of digital ad spending

Dollars Going Local

• 91% of Brand Execu;ves plan to increase their investments in loca;on-‐based marke;ng campaigns in 2013.

SEARCH DOMINATES AS OTHER FORMATS GROW

Source: BIA Kelsey, 2013

Spending Type Varies by Medium & Region

Case study: Roaming geo-‐fence

62.5%Higher CTR in campaign using a roaming geo-‐fence

Lik in purchase intent

OBJECTIVE Increase purchases of Halls Cough Drops

SOLUTION Geo-‐fence pharmacy and retail locaKons in “high flu index” areas using a CDC data feed. (A/B test included naKonal and localized Roaming geo-‐fence campaigns)

RESULTS

Ad IncenTvized

Expanding Media

Somo Copyright & Confidential18

Feature Icons are highlighted with a Description once you tap on it.

You can drag and drop Feature Icons into the Saved Features Bar at the bottom.

Timer appears at top of Frame once game starts.

You can swipe or tap on the white arrow buttons in mid-frame to enter the next room.

AUDI A3INNOVATIVE INTERACTIVE MEDIA

§ OBJECTIVE – engage users in the new A3 interior and convert users to test drive

§ Interactive media ad to allow users to experience every inch of the A3 interior

§ High levels of engagement and conversion:

§ Engagements: 15,054

§ Test Drives: 1,136

§ 7.5% conversion to test drive

Rich Media

h*ps://dl.dropboxusercontent.com/u/23192908/NaKonalUniv/Week2/97811923.mp4

Home Screen

NaTve AdverTsing

Source: Sharethrough (2013) 119

Mobile Throughout the Journey

Text Ads

For more Info contact: Chris Wayman at Merkle (cwayman@merkleinc.com)

FunMobility's Mobile Coupons

SMS Traffic GeneraTon

“It’s National Cheeseburger Day! Sink Your Teeth into .99 Cent Cheeseburgers @ Dairy Queen {STORE LOCATION} until 8pm Tonight/No Limit/Show Text – FWD-2-Friends!”

Business: 3 Dairy Queen restaurants.

Challenge: Boost store traffic

Idea: Leverage “NaKonal Cheeseburger Day”, September 18, send text to 1,482 subscribers in loyalty database

Result: 24 Hours, one store saw 483% inc. in traffic, 106 add’l customers.

Source: Lawrence, Rebecca. (10/72013). Mobile marketing Dairy Queen SMS campaign - Mobile Commerce Press | Mobile Commerce Press. Mobile Commerce Press, p. Featured News. Online.

Samsung Poster

h*p://www.youtube.com/watch?v=vjq5GNiIBDY

Hijack the guest

Guinness Hidden QR • Guinness introduced promoTonal glasses with hidden QR

codes. The QR codes would not be visible unTl beer is poured into the glass, then the QR codes would appear

• The QR codes led to various Guinness mobile websites, promoTons, games and info about the beer

• If other beer (more yellow in color) usedin same glass, the QR code won't show

• Ad concept by BBDO New York• Source: Ads of the World 30 April 2012

Bring the product to the customer

Bos Icetea Sampling through Tweet

US: Shazaming TV Commercials

• Featured music – Shazam has leveraged its rich music history and its 20+ million track database to idenTfy the music featured in whatever people are watching

• Cast informaTon – the app will list the cast featured in the program, guest stars, as well as other shows they’ve been in

• Trivia – fans can learn more about their favorite program and even read about the occasional goofs with the trivia feature in the app

• Celebrity buzz – gives fans all the latest gossip about the show and the stars in it

• Social sharing – live Twiber feeds as well as commenTng in the app makes it fun to talk with your friends about what you’re watching

• More informaTon – convenient links to show-‐related informaTon at IMDB, Wikipedia, and the official site for the show.

AXE Call Me -‐ Singapore

h*p://www.youtube.com/watch?v=a2sFeESB5ZY

AXE direct response760 million interactions from 35 million users300% increase in Axe sales

Triggering Engagement with **

Make is Locally Relevant

Every Surface Opp. for Ad

h*p://www.youtube.com/watch?v=HAQh-‐_nFH-‐s

Hyper-‐local Engagement/OffersBLE 4.0

Source: hbp://www.swirl.com/plazorm.html 134

The future of mobile is here.

Taking The Store to Consumers

Consider the story and point engagement

Amazon Launches Mayday For Its New Kindle Fire Tablets

Making a difference

hbp://www.youtube.com/watch?v=VS3ThxPrlVo

Mobile

Every surface is mediaEvery surface “can be” interac;ve

Every moment is a ;me to exchange value

PART 2

Going Beyond The Shiny Objects: A Ver;cal Market Cross-‐Sec;on of What Works and Does

Products and Services

MKT 652 Advanced Mobile Marketing StrategiesMichael.Becker@natuniv.edu

Group Discussion

Where do you fit inthe ecosystem?

Index of Mobile MarkeTng Building Blocks

• Mobile Adver;sing

– Text

– Display

– Search

– Rich Media

• Mobile Presence

– Mobile App

– Text

– Mul;media

– Email

– Push (in app)

– Bluecas;ng

The Big Secret

• View from the consumer’s prospec;ve(Health, Death, Work, Money, Tax, Sex, Religion)

• In many countries mobile is a fundamental tool for life

Health

Source: 2012, http://mobihealthnews.com/18348/sproxil-deal-offers-free-mobile-drug-authentication-in-17-african-countries/

Product ValidaKon(17 African Countries)

Health Death Work Money Tax Sex Religion

Health

145Source: http://www.digitalspy.co.uk/fun/news/a464219/75-percent-of-people-use-their-phone-on-the-toilet.html

75% use phone on toilet

(24% make calls)

Source: http://www.prepaidinsurance.co.za/

Living Headstones

20% of UPS hires apply via a mobile device

hlp://blog.resumebear.com/mobile-‐recrui;ng/mobile-‐recruitment-‐trends/

30% of LinkedIn Job vies from mobile

15 million bank accounts in 6 years

Source: hlp://www.bdlive.co.za/africa/africanbusiness/2013/04/29/m-‐pesa-‐phenomenon-‐taken-‐a-‐step-‐further

File your taxes

(Norway, via SMS since 2004)

Source: 2013 Mobile Consumer Habits study

Source: 2008 http://www.condomcondom.org/

Confession

Emerging Technologies

Myriad of Devices• Feature Phones

• STll the standard in many developing countries

• Smartphones• Outpacing in

adopTon

More Tablets and Connected

Mobile Wallet• Money be

gone by Tuesday?

Payment Devices• Text here

Mobile Wallet Ecosystem

• Bill Payment•Cash In/Out• Content related informaTon

• Account informaTon

• Proximity Payment / NFC

• Remote Payment

• Signature• AuthenTcaTon• Access control. Physical or digital

• Mobile devices at POS

• Coupons• Loyalty

mCommerce mIden*ty

mBankingmPayment

Starbucks Leads Way

Augmented Reality• A camera enhanced view where Data/

Informa;on is layered on top of the real physical world/physical objects providing rich informa;on, context, entertainment, promo;ons, offers... Anything.

Augmented Reality: How It Works

ENGINEThis is the sohware which drives the experience and can be deployed online or on a local computer (as in the case of events or in-‐store displays).

CAMERAThe camera is used to capture the user’s world and determine the placement of the anima;on. The camera can be a web cam, a video camera, or a mobile phone camera.

DISPLAYThe magic of AR happens only when it has somewhere to be displayed. It is the combina;on of the AR anima;on and what the camera sees which makes AR different than any other flat digital experience. The display could be your laptop screen, a kiosk, or a mobile phone display

TRIGGERIn most cases (but not all) the trigger is held in front of the camera, which then recognizes the image and launches the AR anima;on, which is then displayed on the display. There are a wide variety of triggers but all are required to launch the AR program. Triggers can be anything from a physical object, to a face (facial recogni;on), to a magazine ad, to even shapes and GPS coordinates.

Wearables

Smartwatches• Dick Tracy wore one

in the 1940s

• For some, complementary to other wireless tech

More Connected Devices• Refrigerators

• Thermostats

Source: hbp://www.unikey.com (May 2013)

Science of Pouring a Drink

Some sensors will be external abachments …

iBGStar combines a glucometer and an iPhone app to provide health services for diabetes management

iBreath Breathalyzer(ethanol sensor)

Source: AMFitzgerald & AssociatesSource: Adapted from “Going on the Offensive Against Showrooming: Leveraging Mobile to Drive Store Analy;cs, Traffic, Engagement and

Commerce.” Mobile Marke;ng Assoca;on. June 2012. 170

Others will transmit informaTon wirelessly

CardioMEMS: Aneurysm Pressure Sensor

Aorta stent grak monitoring, FDA-‐approved

Source: CardioMEMS; www.cardiomems.com

Sensimed Triggerfish IOP monitor

Source: www.sensimed.comSource: AM Fitzgerald Associates

Source: Adapted from “Going on the Offensive Against Showrooming: Leveraging Mobile to Drive Store Analy;cs, Traffic, Engagement and

Commerce.” Mobile Marke;ng Assoca;on. June 2012. 171

Ford OpenXC

Connect with Present: Digital Taboos

Source: hbp://www.slashgear.com/whats-‐inside-‐motorolas-‐digital-‐taboo-‐31284412/

Social Home 2.0

Best PracTces & RegulaTons

Understanding The age of the

Best PracTces

Pick the right media for the opportunity

Source: Sumotext (2013)

Knowledge

• Know your objec;ves• Know your customer• Know your intent -‐ being of service• Know your plan• Share your plan

Consider Your ObjecTves

Mobile AdverTsing

Media Formats

Consider:Incentivzed vs.Non-incentiveze

The app store ranking algorithm is mainly driven by 2 factors:

Paid media can be uKlised to drive both volume and velocity of installs

The final media mix will be dependent on the specific targets of the campaign

Available media includes:

Targeted DisplayCost per installsIncenKvised/App of the day

IMPACTING APP RANK POSITION WITH PAID MEDIA

Volume of Velocity of Increased

Quality of

Volume of

downloads

COST PER INSTALL

TARGETED PAID CPC / CPM

INCENTIVISED / APP OF THE DAY

Mobile Web

• Review your web logs, see how is visi;ng• Look for insight everywhere • Responsive design• Integrate, monitor & react to analy;cs • Adjust your value proposi;on, content offering

Mobile Apps

• Stay focuses, provide u;lity and be entertaining

• Select the right pla~orm for your customers• If possible, build to the OS don’t just port• Adver;sing your app• Instal is the first step, think engagement

Messaging

• Get an opt-‐in• Consider ;ming of messages• Make sure content is relevant• Consider frequency

Push NoTficaTons• Push is a permission-‐based channel

• Seven rules

– Preferences: fits into ever-‐changing schedules

– Provide relevant message

– Enable personalizaKon

– Stay consistent with you brand

– Provide entertaining & engaging experience

– ConKnuously improve

– Leverage context

TesTng

Test SEO

RegulaTons

The Balancing Act

ConsumerExpectaKon/SaKsfacKon IndustryGovernment

Consumer Advocates

The Basic Tenants In The Engagement World

• No;ce• Transparency• Choice• Control• Security

DefiniKons, Frameworks,SpecificaKons, Updates

Best PracKces &Guidelines

StandardsFocus: DirecTonal instrucTons & industry self-‐regulaTons

Deliverable: Published document and/or tools

Focus: Market making programs the grow revenue & reduce fricTon

Deliverable: “Consumer Best PracTces – Messaging,” research

Focus: Any/all topics perTnent to mobile markeTng

Deliverable: ArTcles, research, case studies

Primordial Soup: the market conversaTonFocus: IdenTfy deliverables, e.g. updates, best pracTces, etc. Deliverable: PrioriTzed deliverables & topics

Pieces to The Puzzle

Government LegislaTon & Policy

Industry Self-‐regulaK

Government RegulaTons/Guidance• Government LegislaKon

– Telephone CommunicaKon ProtecKon Act

– Video Privacy Act

– Federal Credit ReporKng Act

– Privacy Act (1974)

– Cable Television Consumer ProtecKon and CompeKKon Act

– Telemarketer Sales Rule

– Health Insurance Portability and Accountability Act (HIPPA)

– Children's Online Privacy ProtecKon Act (COPPA)

FCCFTC

White HouseCourts

Telephone CommunicaTon ProtecTon Act, Oct. 16

• Expressed wri*en consent

• Wording

– consumer authorizes the seller to deliver markeKng text messages

– consumer not required to sign the agreement or agree to enter into it as a condiKon of purchasing any property, goods or service

See: Archer Webinar-‐ Tips for TCPA Mobile Compliance, 2013h*p://www.youtube.com/watch?v=60VGnIuWy9w

Industry Self-‐regulaTon• Mobile Marke*ng Associa*on• Internet Adver*sing Bureau • Associa*on of Na*onal Adver*sers• Direct Marke*ng Associa*on• Cellular Internet Trade Assoca*on (CTIA)• Shop.org• Na*onal Retail Founda*on• Digital Adver*sing Alliance• Privacy Freedom Forum• 4As• Network Adver*sing Ini*a*ve• BeOer Business Bureau (BBB)• Interna*onal Associa*on of Privacy Professionals• Privacy Freedom Forum• Digital-‐placed-‐based Adver*sing Associa*on (hOp://www.dp-‐aa.org/)

Industry Self-‐regulaTon & guidance• Industry Self-‐regulaKon

– Digital AdverKsing Alliance (DAA)

– MMA Universal Mobile Ad Package

– MMA Consumer Best PracKces (reKred)

– CTIA Carrier Playbook and MMA Consumer Best PracKces

– NAI Mobile ApplicaKon Code (h*p://www.networkadverKsing.org/mobile/NAI_Mobile_ApplicaKon_Code.pdf)

AdverTsing Standards

• Ad Units• Measurement• Inefficiency

Mobile Rising Stars Ad Unitsh*p://www.iab.net/risingstarsmobile

Universal MobileAd Packagehbp://www.mmaglobal.com/bestpracTce/compliance/umap

Viviki’s The Pool

Example Ad Units

• The Ad Unit• Standards vs. specializa;on

– Balance “Efficiency for buying, selling creaTng” vs. Uniques of experience and offer

• Examples– MMA Universal Mobile Ad Package– IAB Rising Stars– mRaid/ORMMA

Viviki’s The Pool

CTIA Playbook

DAA Behavior Code of Conduct

• ApplicaTon of Self-‐Regulatory Principles to the Mobile Environment

• Cross-‐industry Self-‐Regulatory Principles for MulT-‐Site Data

• Cross-‐industry Self-‐Regulatory Principles for Online Behavioral AdverTsing

hbp://www.aboutads.info/principles/#guidance

Mobile Email Design ConsideraTons

hbp://www.mmaglobal.com/node/20603

Responsive Design

Source: hbp://www.mmaglobal.com/node/20603

Case Studies

Hilton• Knows that all its

customers are mobile

• Crea;ng experiences while belering transac;onal opportuni;es

Dunkin Donuts• Has one of the most

successful apps, but uses variety of mobile products and services

• Regionalizes efforts for best results

Loews• Arms salespersons

with iPhones and customers with access

• Follows its “Never Stop Improving” mantra

Walmart• Has seen app users

spend 4X and come into stores twice as ohen

• Uses mom panel to learn and experiment

Mondelez• The former Krah has

dedicated 10% of marke;ng spend to mobile

• Incuba;ng but with eyes on sales

PART 3

GeVng It Done: A How-‐To Map to Mobile Marke;ng Success

Ge�ng it Done

“Buy more beer”

Jeff Hasen, “Mobilized Marke;ng”

“Mobile Marketing is a set of practices that enable organizations to communicate and engage with their

audience in an interactive and relevant manner through any mobile device or network.”

(Mobile Marketing Association, 2009)

It is About Engagement: Two Sides

Mobile Advertising

Engagement(Contextual)

Mobile-enabledTraditional Media

Marketer Initiated

Consumer Initiated

Direct EngagementIndirect Engagement

You have op;ons

Strategy

CreaKve

ExecuKon

Mobile AnalyKcs & Measurement

AGENCY PLATFORM IN-‐HOUSE HYBRID

Execu;on is cri;cal

Strategy

CreaKve

ExecuKon

Mobile AnalyKcs & Measurement

Mobile Plavorm

AggregaTon Development

Content creaTon & licensing Short Code leasing

Create a grid of experiences

MARKETING FUNCTION/GOAL

ADVERTISING DIRECT RESPONSE PROMOTION PERMISSION/

CRMCUSTOMER SERVICE

ACQUISITION

Static/Animated/Rich Media BannersText AdsExpandable Ad Units for iPhone and AndroidRBT

Shortcode& keywordsQR codes**

CompetitionsSamplingOn pack

SMS/MMSIVRPush Alerts

SMS?MMSApps

RETENTION Vouchers/Coupons SMS/MMSPush Alerts Branded Utilities

BRAND BUILDING

Games Branded Utilities

Breaking Down Mobile

ContentProximity

Messaging Browsing DownloadingVoice

The key tore-imaging everything:

Moving from interruption to invitation

Source: Urban Airship (2013). Greatest Moments from Mobile Saturday: Brands at SxSW Speak . Mobile Marke;ng Associa;on.

Mass media Personal mobile

Customer-centric

Brand-centric

Understand the drivers of mobile adop;on

Mass media Personal mobile

Customer-centric

Brand-centric

BroadcastMultichannel

PrimetimeBroadcast to influence (R+F)

Paid mediaLocation is a place

InterruptionTransaction

Niches of oneOmnichannelMy timeInfluence me to broadcastOwned mediaMy location profileInvitationRelationship

Understand the drivers of mobile adop;on

Index of Mobile MarkeTng Media• Mobile Adver;sing

– Text

– Display

– Search

– Rich Media

• Mobile Presence

– Mobile App

– Text

– Mul;media

– Email

– Push (in app)

– Bluecas;ng

Enablers

Devices

A Lot of Device Atlas

11,000 Devices X 140 Proper;es(this i just the start)

Source: Device Atlas (2013). hlps://deviceatlas.com/resources/about-‐our-‐data

InteresTng ApplicaTon of Device DetecTon

“M&C Saatchi's Banners Recognize and Respond to CompeKtors' Hardware”

Source: Crea;vity (2013). hlp://crea;vity-‐online.com/work/lg-‐smartbanners/32904

User Agent and Network DetecTonThere are Thousands of Devices Out There

• Re-‐direc;on• Content adapta;on• Content delivery• Analtyics• …

Example SoluKons

the Wireless Universal Resource FiLe

LocaTon

How LocaTon is Tracked

Source: Derived from Ballvé, M. (2103). How Loca;on Data Is Transforming The En;re Mobile Industry. Business Insider

Bluetooth

LocaTon ConsideraTons

• Use cases (example)– Targeted AdverTsing– Targeted Alerts

• Proximity/near store alerts• In-‐store/retailer alerts• LocaTon graph/historical alerts

– Store traffic– Social (check-‐in, likes)– LocaTon sensiTve features (e.g. share locaTon, track family)

Example: In-‐store tracking

AddiTonal Info: hbp://www.nyTmes.com/2013/07/15/business/abenTon-‐shopper-‐stores-‐are-‐tracking-‐your-‐cell.html?pagewanted=all&_r=2&

AdverTsing

AdverTsing• Marketer

– “Target” New Prospects– “Re-‐target” prospects and customers– Engage -‐ encourage an acTon (e.g. opt-‐in, share informaTon)

– Convert -‐ redeem/sell• Publisher

– MoneTzaTon

ConsideraTons for You Brief• Why are you buying mobile media?• What are you buying?

– Audience: Na*onal, local, ethnic, etc. – Format & CreaOve: Text, Display, Search, Rich Media, Video,

Audio, Na*ve– Device/Medium: Smartphone, tablet, Cross-‐screen, Home

screen...– Media: Text, Mobile Web, Apps, Push,

• Who should you buy it from?– Agency, direct to network, exchange

• Which network partners should you choose? • What is the pricing structure?

– CPM, CPI, CPL, CPC, CPA

• Expected vs. actual performing? Ability to adjust in real-‐*me?

Sources: hOp://www.mobilemarketer.com/cms/opinion/columns/7669.html

The ChallengeThe IdeaThe ExecuOonThe Results

Understanding Mobile AdverTsing(the ad mobile ecosystem)

Mobile LUMAscape(the mobile adverTsing ecosystem)

Mobile Video Ecosystem

MoneTzaTon

Source: Ballvé, M. (2103). How Loca;on Data Is Transforming The En;re Mobile Industry. Business Insider

Commerce

Mobile Commerce

• Types– Proximity Payments– Mobile Commerce

• The Wallet• Issues

– Standards: NFC, CC– Point of sales integraTon

"Mobile's influence on in-‐store retail sales is growing exponenKally, driven by a perfect storm of rising smartphone penetraKon, increased adopKon by shoppers, decreasing barriers to use, and improved mobile funcKonality for retail applicaKons." -‐ Deloi*e Digital

The Wallet

Apple Passbook

Boarding Passes

Tickets

Store Cards

Coupons

PayPal Beacon

• Any store running Point-‐of-‐Sale systems compa;ble with PayPal, including

The Influenced SaleThree Dairy Queen franchises used text messaging to drive traffic to their business.

The Challenge: Boost store trafficThe Idea: Leverage “Na*onal Cheeseburger Day”, September 18, send SMS (text message) to 1,482 subscribers in loyalty database

“It’s Na*onal Cheeseburger Day! Sink Your Teeth into .99 Cent Cheeseburgers@ Dairy Queen {STORE LOCATION} un*l 8pm Tonight/No Limit/Show Text – FWD-‐2-‐Friends!”

The Result: In 24 Hours, one store saw 483% inc. in traffic, 106 add’l customers.

This goes to show you, you don't need to have na*onal scale to drive material results. Rather, you need to 1) have done your

Source: hbp://www.mobilecommercepress.com/mobile-‐markeTng-‐sms-‐campaign-‐drives-‐traffic-‐dairy-‐queen/858935/

• “Our compeTTve set is no longer Omnicom and IPG and Publicis. It is Nielsen and GFK. It’s the data companies." WPP CEO Sir MarTn Sorrell.

Source Harvard Business Review. March 2013

Source: Granville, Vincent. (2013, March 22). Job titles for data scientists. Job titles for data scientists. Data Science

Central. Retrieved from http://www.datasciencecentral.com/profiles/blogs/job-titles-for-data-scientists 252

“Human beings today generate 200 exabytes of informaOon per year.”

David Siegel Entrepreneur, Futurist, and AuthorPull: The Power of the Seman6c Web to Transform Your Business

All Kinds of Data• Search• Loca;on• Purchase• Content• Social data• Interest• Preference• Contacts

Axciom PersonicX Clusters

Mosaic® USA Consumer Lifestyle SegmentaOon

A Lot of Data

Compounds and Elements

CreaTng a new compound

So LoMo

$=SoLoMoCoDaPr

Marketer’s are Not Ready

SHIFTING CONSUMER DEMOGRAPHICS

GROWTH OF CHANNEL & DEVICE CHOICES

SOCIAL MEDIA

DATA EXPLOSION

% OF CMO’s REPORTING UNPREPAREDNESS

71%68%

65%63% SOURCE: IBM/CMO COUNCIL STUDY

PersonicX Clusters

Source: hbps://isapps.acxiom.com/personicx/

Black Gold

Control:BiometricsDisplay technologyGesture-based control

Level of C

ontextua

his>ca>o

2011 2012 2015 20162013 2014

Adv. ContextDistance? Depth?What floor in building? What aisle?Direction consumer facing? Light? Dark?

IntelligencePurchase intent?In my store? In a competitor’s store?Within 1 hour of flight? Two days?

Basic ContextBehavior/PreferencesGPSTime of day

Source: Adapted from “Going on the Offensive Against Showrooming: Leveraging Mobile to Drive Store Analy;cs, Traffic, Engagement and Commerce.” Mobile Marke;ng Assoca;on. June 2012.

Apple 5s and iOS7

Consumers worry about access to their data

“In general, how concerned are you about the companies you interact with accessingthe following personal informaOon?”

Behavioral dataIndividual dataDerived data

Source: hlp://www.cagle.com/2013/07/obamacare-‐data-‐hub/

Be careful with what you know

Progressive Snapshot

May Risk:Higher premiumsInvasive trackingYour data being sold

The Heart of The Maber

Source: hlp://boingboing.net/2012/09/28/why-‐cant-‐pacemaker-‐users-‐rea.html

“I Take the 5th”

Source: Sept., 2013. h*p://www.wired.com/opinion/2013/09/the-‐unexpected-‐result-‐of-‐fingerprint-‐authenKcaKon-‐that-‐you-‐cant-‐take-‐the-‐fikh/#!

“If You're Not Paying For It, You Become The Product”

Source: hbp://www.forbes.com/sites/marketshare/2012/03/05/if-‐youre-‐not-‐paying-‐for-‐it-‐you-‐become-‐the-‐product/

CreaTng a new compound that can be used by everyone!

So LoMo

Value=SoLoMoCoDaPr

The Rules Have Changed

Text Messaging

Mobile Text Program

Text Messaging Flows

Developing a Text User Flow

Mobile MarkeTng Plazorm

Registering Common Short Codes

Long Codes

Mobile Email

Email EssenTals1. Keep it simple and intuiTve. Minimize clicks to navigate the content.

2. Remove non-‐essenTal elements—design for mobile devices with images turned off.

3. Divide content into clear secTons to opTmize decreased screen real estate; use a one-‐ or two-‐column template.

4. From fields should be 5 characters or less; Subject lines should be 35 characters or less.

5. Stay away from large images in the upper le� area.

6. Avoid using images as the important or only call to acTon.

7. Place CTA and offer"above the fold."

8. Allow enough space to click accurately. The bubon height should be 40 px to 45 px with 15 px for padding.

9. Fonts should be no smaller than 14 px for body copy and strive for headline fonts at 22 px+.

hbp://www.mmaglobal.com/node/20603

Mobile Web

• Mobile Web Methods- Transcoding- Dedicated site- Responsive Design

• Other considerations- Content Management Systems- Maintenance- Budget- Development Team- Testing

Mobile Apps

• Types of Apps

- Hybrid

- Native

• Develop

• Hand

• Development platform

• Other considerations

- Content Management Systems

- Maintenance

- Budget

- Development Team

- Testing

- Discovery

ApplicaTons + Social Media

• VW mobile gaming & adver*sing

• VW GTi Real Racing app for 2010 model

• $500,000 spend• 6m plus downloads• Lowered cost of

acquisi*on by 97%• More cars sold

Developing to the Plazorm

App Store Data

NaTve & Hybrid Apps “Compared”

Source: Brightcove (2012). How to Manage the Increasing Complexity and Costs of Mobile App Development. Mobile Marke*ng Associa*on

Persistent Screen Real Estate

Push Messaging Engagement

Camera / Library / Mic Access

Address Book / QR Code Access

Native Performance

In-App Purchases and Ads

Promotion Through App Stores

Invisible to Search Engines

Slow, Expensive Development

Chronic Platform Fragmentation

Cross-Platform Reach

Fast, Cheap Development

Search Engine Discoverable

Bookmarked and Forgotten

No Push Messaging

Multi-Step Purchase Transactions

Inconsistent Browser Capabilities

No App Store Distribution

HYBRID APPS Persistent Screen Real Estate

Push Messaging Engagement

Native Performance

In-App Purchases and Ads

Promotion Through App Stores

Fast, Cheap Development

Cross-Platform Reach

Invisible to Search Engines

InteracTve Voice

Almost 3 million people viewed the game on the street 3500 people played the gameMore than 250 people participated everyday

Source: Mobilera (2010)288

Last call by 13th street – Horror

h*p://www.youtube.com/watch?v=qe9CiKnrS1w

Response Codes

Codes, Codes, and More Codes

Source: UPC-E http://bit.ly/cjGNSE

Source: UPC-A http://bit.ly/afXitT

Source: Code 39 http://bit.ly/9dufkY

Source: ISBN http://bit.ly/cKVnIp

Source: QR Code http://bit.ly/caStiw

Source: JagTag (hlp://bit.ly/cpjT4V)

Source: http://bit.ly/czyjoI (JagTag, Aug. 8, 2010)

Source: http://bit.ly/d5quIU (bCode, Aug. 8, 2010)

Source: Snaptell

Source: Digimarc

Source: i-Pop

Near Field Communications

**265See www.zoove.com

#265See www.singletouch.com

62407See www.usshortcodes.com

466453See www.usshortcodes.com

9231See targeted carrier

What is a Mobile Barcode?• Linear (or 1-‐D) barcodes are machine

readable codes that hold a minimal amount of data

• Mobile (or 2-‐D) barcodes hold enough data to create fun and exciKng mobile markeKng opportuniKes

QR Code ™ DataMatrixMicrosom Tag SnapTag

• Mobile Barcodes are printed or digitally rendered symbols that link consumers with interactive mobile content

• They transform traditional print mediums into mobile digital media – a powerful new media form where print, mobile and web converge

• ReachUbiquity across the broad base of mobile subscribers. Bridges offline and online media

• Targeting messages and contentOne to One, on demand interactionScan location and timeKnowledge of media placement

• MeasurementOngoing measurement of resultsContinuous refinement

Source: Neusar (2013). Mobile Barcode Marke*ng -‐ From A to Z. Mobile Marke*ng Associa*on

Also Consider

• Digital Watermarking• Image recogni;on• Audio recogni;on• Augmented reality

Build Your Own QR Code

CollaboraTon

“In the long history of humankind (and animal kind, too) those who learned to collaborate and improvise most effec*vely have prevailed.”

Mobile Darwinism

Buyers

Sellers

Innovators/Enablers

Associates

The Industry Structure

AgenciesBrandsRetailers

Old & New Media PublishersAdverKsing Plavorms/Enablers

Messaging, App, Mobile Web, Commerce, Reserach...

Investors, Analysts, Academics...

Wealth to InformaTon At Your FingerTps

IAB Mobile CreaTve Library

h*p://www.iabuk.net/disciplines/mobile-‐markeKng/mobile-‐campaigns

PublicaTons• eMarketer• Mobile Marketer• Mobile Commerce Daily• SmartBriefs

– Mobile MarkeTng AssocaTon– IAB– …

• Business Insider ($)• Tech Crunch• Google Alerts• Google Mobile Playbook

InformaTon & Insight

• MarkeTng Charts (www.markeTngcharts.com)• Our Mobile Planet (www.ourmobileplanet.com)• Vendors, e.g. InMobi, Millennial Media, Placecast• Flurry Blog (hbp://blog.flurry.com/)• comScore ($)• Nielsen ($)• eMarketer ($)• U.S. Wireless Facts (hbp://www.cTa.org/advocacy/research/

index.cfm/aid/10323)

Contact Info• Jeff Hasen

• jeff.hasen@mobivity.com• @je.asen• je.asen.com

• Michael Becker• michael.becker@somoglobal.com• @mobiledirect

driving sales, engagement, and loyalty through mobile marketing

content management

mobile marke

development

app purchases

ads promotion

marke

mobile

www

Technology

driving customer engagement and loyalty with social...

conscious e-commerce: driving consumer loyalty through...

loyalty management, the engagement issue powered by loyalty...

lean: driving engagement, driving improvement, driving...

driving retail sales by innovative loyalty program

driving employee engagement with reward and recognition ·...

driving donor loyalty

driving customer engagement and loyalty with … customer...

driving loyalty in online casinos slideshare

presented by: driving engagement thru social media & loyalty...

own brands: driving empathy and loyalty

gilt engagement teardown--engagement with loyalty and...

building loyalty and trust through continous engagement

driving customer loyalty without the loyalty card by onur...

loyalty / engagement segmentation

consumer intelligence series what’s driving customer ......

how effective are loyalty reward programs in driving...

driving loyalty in the age of hypercompetition

engagement e loyalty nell'era dei nativi digitali

customer experience management - subex · customer...