driving sales, engagement, and loyalty through mobile marketing

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Driving Sales, Engagement, and Loyalty Through Mobile Marke;ng Jeff Hasen, Mobiviy Michael Becker, Somo

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Page 1: Driving Sales, Engagement, and Loyalty Through Mobile Marketing

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

Jeff  Hasen,  MobiviyMichael  Becker,  Somo

Page 2: Driving Sales, Engagement, and Loyalty Through Mobile Marketing

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

2

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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

Page 4: Driving Sales, Engagement, and Loyalty Through Mobile Marketing

PART  1

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

4

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Why  Mobile  –  high-­‐level  overview  of  opportunity  

5

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

Page 7: Driving Sales, Engagement, and Loyalty Through Mobile Marketing

Fleet-­‐Footed  Wieners• Run,  Tito,  run

Page 8: Driving Sales, Engagement, and Loyalty Through Mobile Marketing

Flying  Children• Away  they  go

Page 9: Driving Sales, Engagement, and Loyalty Through Mobile Marketing

Cashing  In(Bound)• Dollars  from  heaven

Page 10: Driving Sales, Engagement, and Loyalty Through Mobile Marketing

Mobile  Pixie  Dust• Magic  apps

• Cash-­‐removing  wallets

Page 11: Driving Sales, Engagement, and Loyalty Through Mobile Marketing

Sell  More  Stuff• Everything  has  changed

• Nothing  has  changed

Page 12: Driving Sales, Engagement, and Loyalty Through Mobile Marketing

Winds  Blowing  In  New  Era• Time-­‐crunched  

society

• You  can’t  fish  where  the  fish  were

Page 13: Driving Sales, Engagement, and Loyalty Through Mobile Marketing

Life  of  a  Marketer• Not  enough  ;me

• Belief  that  safe  won’t  get  you  fired

• Silos

• Management  enthralled  with  shiny  objects

Page 14: Driving Sales, Engagement, and Loyalty Through Mobile Marketing

Life  of  a  Mobile  Subscriber• Connected  24/7

• Researching,  interac;ng,  shopping  with  device

• Expec;ng  brands  to  meet  them  on  mobile

Page 15: Driving Sales, Engagement, and Loyalty Through Mobile Marketing

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)

Page 16: Driving Sales, Engagement, and Loyalty Through Mobile Marketing

The  Two  Need  To  Meet• Complementary  needs

Page 17: Driving Sales, Engagement, and Loyalty Through Mobile Marketing

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

dozen  marketers

• Find  out  how  to  go  where  the  fish  are

• Catch  more  fish

Page 18: Driving Sales, Engagement, and Loyalty Through Mobile Marketing

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

Page 19: Driving Sales, Engagement, and Loyalty Through Mobile Marketing

Key  Findings• Mobile  bridges  

distance  and  genera;on

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

Page 20: Driving Sales, Engagement, and Loyalty Through Mobile Marketing

Key  Findings• If  you  aren’t  going  to  

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

Page 21: Driving Sales, Engagement, and Loyalty Through Mobile Marketing

The  Passive  Has  Become  InteracOve• Interact  to  sell  more

• Give  consumers  choice

Page 22: Driving Sales, Engagement, and Loyalty Through Mobile Marketing

“You  Can’t  Move  A  Mall”• Shoppers  

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

Page 23: Driving Sales, Engagement, and Loyalty Through Mobile Marketing

34  Cars  Sold  In  One  Day• Combina;on  of  

tradi;onal  media  and  mobile

• Dollars  worked  harder

Page 24: Driving Sales, Engagement, and Loyalty Through Mobile Marketing

Advice  From  Marketers• Find  the  ;me

• Be  brave

• Give  your  target  choice  

Page 25: Driving Sales, Engagement, and Loyalty Through Mobile Marketing

Advice  From  Marketers• Don’t  bet  it  all

• Don’t  forget  feature  phone  users

• Don’t  put  mobile  on  an  island

Page 26: Driving Sales, Engagement, and Loyalty Through Mobile Marketing

Consumer  Behavior  and  Interest

An  Evolu;onary  Trend  Not  to  be  Ignored

26

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Understanding  Change

Internet

Computers

Gaming

Music

Broadcast

Print

Advertising

Credit

Mobile

Mapping

Telecoms

Theory by Tomi T Ahonen 2002-2013

Watch

BankingInsurance

Camera

Social Media

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2

7,094,284,785People

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

June  2013

Page 29: Driving Sales, Engagement, and Loyalty Through Mobile Marketing

And  we’re  increasingly  connected

3

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

Page 30: Driving Sales, Engagement, and Loyalty Through Mobile Marketing

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

30

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We’re  never  far  away

31

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<32

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By  2020

33

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

Source:  Cisco  2013

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4

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.”

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Media  Has  Evolved

35

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This  is  really  happening

36

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14

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

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Nature  of  Media  Has  Evolved

38

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Text  Message  STll  Significant

39

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We  love  to  text

40

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Email  has  Evolved

Source:  Return  Path,  2012 41

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

42

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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

43

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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

45

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Search  Has  

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

Page 47: Driving Sales, Engagement, and Loyalty Through Mobile Marketing

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

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

Page 48: Driving Sales, Engagement, and Loyalty Through Mobile Marketing

Shopping  has  Evolved

48

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

Gas/Convenience Banking  &  Finance Retail Insurance

23%21%37%

17%

9%11%

8%

5%

17%16%

11%

14%

51%52%44%

64%

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

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But  what  does  this  all  mean?

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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

 

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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

Page 53: Driving Sales, Engagement, and Loyalty Through Mobile Marketing

PayPal  Beacon

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

53

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If  an  eight-­‐year  old  can  do  it

54

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If  an  eight-­‐year  old  can  do  it

55

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Mobile’s  ImpacTng  Every  Industry

WatchInternet

Computers

Banking

GamingMusic

BroadcastPrint

Credit

Mobile

Mapping

Telecoms

85%

60%

60%

35%35%

60%

Theory by Tomi T Ahonen 2002-2013

Advertising

Camera

90%

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

Insurance

Social Media

50%

Page 57: Driving Sales, Engagement, and Loyalty Through Mobile Marketing

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

57

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Consumers  Use  MulTple  Devices

58

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Demo  (Age,  Income...)  Malers

Source:  Business  Insider  2013

59

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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

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Device  Malers

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

61

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Local  Malers

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

Source: Experian, 2013; Forrester, 2012 62

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Consumers  worry  about  their  data

63

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SimilariTes,  Differences  In  Device  Types

64

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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?

Page 66: Driving Sales, Engagement, and Loyalty Through Mobile Marketing

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?

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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

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

mobile  dollars  are  spent  on  proven  channels

• The  Olympics  are  all  about  inclusiveness

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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

Page 70: Driving Sales, Engagement, and Loyalty Through Mobile Marketing

Is  A  Feature  Phone  Program  Right  For  You?

• Depends  on  your  target  audience

• Does  it  fit  in  with  your  brand?

Page 71: Driving Sales, Engagement, and Loyalty Through Mobile Marketing

Best  Use  Cases  Involving  Smartphones• More  than  half  now  

carry  sophis;cated  devices

• Experiences  and  expecta;ons  have  reached  new  heights

Page 72: Driving Sales, Engagement, and Loyalty Through Mobile Marketing

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

no;ced  and  discussed

• Viewership  went  way  up

Page 73: Driving Sales, Engagement, and Loyalty Through Mobile Marketing

Should  You  Market  Via  Smartphones?• Depends  on  whether  

your  audience  carries  them

• Does  it  fit  in  with  your  brand?

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Do  You  Need  Phone  Strategy,  Tablet  Strategy  or  Both?

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

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Macy’s  Buys  Into  Employing  Both• Efforts  account  for  

different  users,  day  parts,  behaviors

• Retailer  is  all  about  choice  for  customers

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Is  Using  Tablets  and  Phones  Right  

• One  size  does  not  fit  all

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

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What’s  A  Phablet  &  Should  You  

• Devices  with  screen  between  5  and  7  inches

• Users  consume  content,  but  also  create  it

Page 78: Driving Sales, Engagement, and Loyalty Through Mobile Marketing

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

Page 79: Driving Sales, Engagement, and Loyalty Through Mobile Marketing

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

no

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

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Analyzing  Shopper  Behaviors• Users  spend  more  

;me  with  tablets  –  and  spend  more  money

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

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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?

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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

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Best  PracOces  In  Marrying  Mobile  

• Mobile  doesn’t  sit  on  an  island

• Successful  programs  leverage  dollars  already  being  spent

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How  To  Pull  It  Off• Mobile  gets  a  seat  at  

the  concep;on  phase

• Consider  mobile  adver;sing  as  an  igniter

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IntegraTng  mobile  in  markeTng  mix  

85

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MISR  image  of  the  Central  Amazon  

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Mobile  Is  The  Heart  of  Evolu;onary  Change

Mobile is pulling these forces of marketing together

DigitalmarkeOng

TradiOonalmarkeOng

MessagingBrowsingDownloadingCalling

(AdverKsing,  LocaKon,  Commerce,  Cloud,  Data)

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Mobiles…enabling  a  vast  range  of  

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

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The  mobile  media  paths…consider  

Search

Web

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

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It  is  About  Engagement:  Two  Sides

Mobile Advertising

Engagement(Contextual)

Mobile-enabledTraditional Media

Marketer Initiated

Consumer Initiated

Direct EngagementIndirect Engagement

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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

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High-­‐level  Warning

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“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.”

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Fortune  100  Mobile  Recap

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94%  Face  Mobile  Ranking  Risks

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Elias St. Elmo Lewis

27

Elias  St.  Elmo  Lewis

1889

March  23,  1872–March  18,  1948

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32

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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.  

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28

[ ]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)

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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

102

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Media  Examples

103

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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

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

over 50% of digital ad spending

105

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106

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Dollars  Going  Local

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

107

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SEARCH  DOMINATES  AS  OTHER  FORMATS  GROW

Source:  BIA  Kelsey,  2013

108

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Spending  Type  Varies  by  Medium  &  Region

109

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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  

3.5%

110

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Ad  IncenTvized

111

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1 2 3

Expanding  Media

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Somo Copyright & Confidential18

4 5 6

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.

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Somo Copyright & Confidential19

7 8 9

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

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Somo Copyright & Confidential20

10 11

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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

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Rich  Media

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

117

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Home  Screen

118

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NaTve  AdverTsing

Source:  Sharethrough  (2013) 119

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Mobile  Throughout  the  Journey

120

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Text  Ads

For  more  Info  contact:  Chris  Wayman  at  Merkle  ([email protected])

121

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FunMobility's  Mobile  Coupons

122

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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.

123

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Samsung  Poster

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

124

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Hijack  the  guest

125

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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

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Bring  the  product  to  the  customer

127

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Bos  Icetea  Sampling  through  Tweet

128

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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.

129

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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

130

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Triggering  Engagement  with  **

ß

131

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Make  is  Locally  Relevant

132

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Every  Surface  Opp.  for  Ad

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

133

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Hyper-­‐local  Engagement/OffersBLE  4.0

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

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The future of mobile is here.

Taking  The  Store  to  Consumers

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Consider  the  story  and  point  engagement

Amazon Launches Mayday For Its New Kindle Fire Tablets

136

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Making  a  difference

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

137

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Mobile

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

Every  moment  is  a  ;me  to  exchange  value  

138

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PART  2

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

139

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Products  and  Services

140

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MKT 652 Advanced Mobile Marketing [email protected]

Group Discussion

Where do you fit inthe ecosystem?

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Index  of  Mobile  MarkeTng  Building  Blocks

• 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

142

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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

143

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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

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Health

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

Health Death Work Money Tax Sex Religion

75%  use  phone  on  toilet

(24%  make  calls)

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

Living  Headstones

Health Death Work Money Tax Sex Religion

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20% of UPS hires apply via a mobile device

Health Death Work Money Tax Sex Religion

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

30% of LinkedIn Job vies from mobile

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Health Death Work Money Tax Sex Religion

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

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File  your  taxes

Health Death Work Money Tax Sex Religion

(Norway,  via  SMS  since  2004)

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Source: 2013 Mobile Con­sumer Habits study

Health Death Work Money Tax Sex Religion

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

Health Death Work Money Tax Sex Religion

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152

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Confession

Health Death Work Money Tax Sex Religion

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Emerging  Technologies

154

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Myriad  of  Devices• Feature  Phones

• STll  the  standard  in  many  developing  countries

• Smartphones• Outpacing  in  

adopTon

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More  Tablets  and  Connected  

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Mobile  Wallet• Money  be  

gone  by  Tuesday?

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Payment  Devices• Text  here

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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

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Starbucks  Leads  Way

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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.

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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.

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Wearables

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Smartwatches• Dick  Tracy  wore  one  

in  the  1940s

• For  some,  complementary  to  other  wireless  tech

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More  Connected  Devices• Refrigerators

• Thermostats

Page 167: Driving Sales, Engagement, and Loyalty Through Mobile Marketing

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

167

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Science  of  Pouring  a  Drink

168

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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

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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

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Ford  OpenXC

172

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Connect  with  Present:  Digital  Taboos

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

173

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Social  Home  2.0

177

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Best  PracTces  &  RegulaTons

178

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Understanding The age of the

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Best  PracTces

180

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Pick  the  right  media  for  the  opportunity  

181

Source:  Sumotext  (2013)

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Knowledge

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

182

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Consider  Your  ObjecTves

183

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Mobile  AdverTsing

184

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Media Formats

Consider:Incentivzed vs.Non-incentiveze

185

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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  

High

Low

Quality  of  

user

Low

High

Volume  of  

downloads

COST  PER  INSTALL

TARGETED  PAID  CPC  /  CPM

INCENTIVISED  /  APP  OF  THE  DAY

186

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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

187

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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

188

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Messaging

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

189

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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

190

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TesTng

Test  SEO

191

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RegulaTons

192

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The  Balancing  Act

193

ConsumerExpectaKon/SaKsfacKon IndustryGovernment

Consumer  Advocates

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The  Basic  Tenants  In  The  Engagement  World

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

194

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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

on

195

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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)

196

FCCFTC

White  HouseCourts

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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

197

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

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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/)

198

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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)

199

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AdverTsing  Standards

• Ad  Units• Measurement• Inefficiency

200

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

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

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Viviki’s  The  Pool

201

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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

202

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Viviki’s  The  Pool

203

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CTIA  Playbook

204

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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

205

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

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Mobile  Email  Design  ConsideraTons

206

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

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Responsive  Design

207

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

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Case  Studies

208

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Hilton• Knows  that  all  its  

customers  are  mobile

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

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Dunkin  Donuts• Has  one  of  the  most  

successful  apps,  but  uses  variety  of  mobile  products  and  services

• Regionalizes  efforts  for  best  results

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Loews• Arms  salespersons  

with  iPhones  and  customers  with  access

• Follows  its  “Never  Stop  Improving”  mantra

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Walmart• Has  seen  app  users  

spend  4X  and  come  into  stores  twice  as  ohen

• Uses  mom  panel  to  learn  and  experiment

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Mondelez• The  former  Krah  has  

dedicated  10%  of  marke;ng  spend  to  mobile

• Incuba;ng  but  with  eyes  on  sales

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PART  3

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

214

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Ge�ng  it  Done

“Buy  more  beer”

Jeff  Hasen,  “Mobilized  Marke;ng”

215

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“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)

216

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It  is  About  Engagement:  Two  Sides

Mobile Advertising

Engagement(Contextual)

Mobile-enabledTraditional Media

Marketer Initiated

Consumer Initiated

Direct EngagementIndirect Engagement

217

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You  have  op;ons

Strategy

CreaKve

ExecuKon

Mobile  AnalyKcs  &  Measurement

AGENCY PLATFORM IN-­‐HOUSE HYBRID

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Execu;on  is  cri;cal

Strategy

CreaKve

ExecuKon

Mobile  AnalyKcs  &  Measurement

Mobile  Plavorm

AggregaTon Development

Content  creaTon  &  licensing Short  Code  leasing

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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

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Breaking  Down  Mobile

ContentProximity

Messaging Browsing DownloadingVoice

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The key tore-imaging everything:

Moving from interruption to invitation

222

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

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Mass media Personal mobile

Customer-centric

Brand-centric

Understand  the  drivers  of  mobile  adop;on  

223

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

Page 224: Driving Sales, Engagement, and Loyalty Through Mobile Marketing

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  

224

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

Page 225: Driving Sales, Engagement, and Loyalty Through Mobile Marketing

Index  of  Mobile  MarkeTng  Media• 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

225

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Enablers

226

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Devices

227

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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

228

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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

229

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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

230

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LocaTon

231

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How  LocaTon  is  Tracked

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

Bluetooth

Audio

232

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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)

233

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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&

234

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AdverTsing

235

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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

236

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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

237

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Understanding  Mobile  AdverTsing(the  ad  mobile  ecosystem)

238

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Mobile  LUMAscape(the  mobile  adverTsing  ecosystem)

239

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Mobile  Video  Ecosystem

240

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MoneTzaTon

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

241

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Commerce

242

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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

243

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The  Wallet

244

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Apple  Passbook

245

Boarding Passes

Tickets

Store Cards

Coupons

Page 246: Driving Sales, Engagement, and Loyalty Through Mobile Marketing

246

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247

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PayPal  Beacon

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

248

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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/

249

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Data

250

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• “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.  

251

Source  Harvard  Business  Review.  March  2013

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z

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

Text

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“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

253

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

Axciom  PersonicX  Clusters

Mosaic®  USA  Consumer  Lifestyle  SegmentaOon

254

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A  Lot  of  Data

255

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Compounds  and  Elements

256

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CreaTng  a  new  compound

So LoMo

Co

$=SoLoMoCoDaPr

Da Pr

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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

258

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PersonicX  Clusters

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

259

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Black  Gold

Page 261: Driving Sales, Engagement, and Loyalty Through Mobile Marketing

Control:BiometricsDisplay technologyGesture-based control

Level  of  C

ontextua

l  Sop

his>ca>o

n

High

Low

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.

261

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Apple  5s  and  iOS7

262

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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

263

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

264

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Be  careful  with  what  you  know

265

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Progressive  Snapshot

May  Risk:Higher  premiumsInvasive  trackingYour  data  being  sold

266

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The  Heart  of  The  Maber

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

267

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“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/#!

268

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“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/

269

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CreaTng  a  new  compound  that  can  be  used  by  everyone!

So LoMo

Co

Value=SoLoMoCoDaPr

Da Pr

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The  Rules  Have  Changed

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Text  Messaging

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Mobile  Text  Program

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Text  Messaging  Flows

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Developing  a  Text  User  Flow

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Mobile  MarkeTng  Plazorm

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Registering  Common  Short  Codes  

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Long  Codes

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Mobile  Email

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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+.

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

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Mobile  Web

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

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

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Mobile  Apps

• Types of Apps

- Hybrid

- Native

• Develop

• Hand

• Development platform

• Other considerations

- Content Management Systems

- Maintenance

- Budget

- Development Team

- Testing

- Discovery

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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

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Developing  to  the  Plazorm

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App  Store  Data

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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

Camera / Library / Mic Access

Address Book / QR Code Access

Multi-Step Purchase Transactions

Inconsistent Browser Capabilities

No App Store Distribution

HYBRID APPS 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

Fast, Cheap Development

Cross-Platform Reach

Invisible to Search Engines

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InteracTve  Voice

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

Source:  Mobilera  (2010)288

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Last  call  by  13th  street  –  Horror  

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

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Response  Codes

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Codes,  Codes,  and  More  Codes

291

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

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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

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Also  Consider

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

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Build  Your  Own  QR  Code

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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

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Buyers

Sellers

Innovators/Enablers

Associates

The  Industry  Structure

AgenciesBrandsRetailers

Old  &  New  Media  PublishersAdverKsing  Plavorms/Enablers

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

Investors,  Analysts,  Academics...

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The

Con

sum

er

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Wealth  to  InformaTon  At  Your  FingerTps

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IAB  Mobile  CreaTve  Library

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

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

– Mobile  MarkeTng  AssocaTon– IAB– …

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

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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)

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Contact  Info• Jeff  Hasen

[email protected]• @je.asen• je.asen.com

• Michael  Becker• [email protected]• @mobiledirect