driving sales, engagement, and loyalty through mobile marketing
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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
2
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
4
Why Mobile – high-‐level overview of opportunity
5
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
26
Understanding Change
Internet
Computers
Gaming
Music
Broadcast
Advertising
Credit
Mobile
Mapping
Telecoms
Theory by Tomi T Ahonen 2002-2013
Watch
BankingInsurance
Camera
Social Media
2
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
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
30
We’re never far away
31
<32
By 2020
33
13,311,666,640,184,600 devices connected to the Internet)
Source: Cisco 2013
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.”
Media Has Evolved
35
This is really happening
36
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
Nature of Media Has Evolved
38
Text Message STll Significant
39
We love to text
40
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/
42
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
44
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
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
48
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
But what does this all mean?
13
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
51
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
53
If an eight-‐year old can do it
54
If an eight-‐year old can do it
55
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%
Some Nuances• Ethnicity• Loca;on/Geography• Time and loca;on of engagement• Device ownership• Transparency
57
Consumers Use MulTple Devices
58
Demo (Age, Income...) Malers
Source: Business Insider 2013
59
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/
61
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
63
SimilariTes, Differences In Device Types
64
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
no
• 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
85
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)
34
Mobiles…enabling a vast range of
Source: ABInBev (2013). “The Power of Mobile InnovaKon for Brands”
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
It is About Engagement: Two Sides
Mobile Advertising
Engagement(Contextual)
Mobile-enabledTraditional Media
Marketer Initiated
Consumer Initiated
Direct EngagementIndirect Engagement
90
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
– Push (in app)
– Bluecas;ng
Mobile PaymentsProximity PaymentsMobile Commerce
Scanning/ViewingResponse CodesAugmented RealityNearfield CommunicaKonsRFID Tagging
EnhancementsLocaKonDataLoyaltySocialAugmented realityCRMContent AnalyKcs & measurement
91
High-‐level Warning
92
“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
27
Elias St. Elmo Lewis
1889
March 23, 1872–March 18, 1948
2929
32
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.
3030
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)
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
Media Examples
103
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
105
106
Dollars Going Local
• 91% of Brand Execu;ves plan to increase their investments in loca;on-‐based marke;ng campaigns in 2013.
107
SEARCH DOMINATES AS OTHER FORMATS GROW
Source: BIA Kelsey, 2013
108
Spending Type Varies by Medium & Region
109
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
Ad IncenTvized
111
1 2 3
Expanding Media
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.
Somo Copyright & Confidential19
7 8 9
You can swipe or tap on the white arrow buttons in mid-frame to enter the next room.
Somo Copyright & Confidential20
10 11
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
116
Rich Media
h*ps://dl.dropboxusercontent.com/u/23192908/NaKonalUniv/Week2/97811923.mp4
117
Home Screen
118
NaTve AdverTsing
Source: Sharethrough (2013) 119
Mobile Throughout the Journey
120
FunMobility's Mobile Coupons
122
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
Samsung Poster
h*p://www.youtube.com/watch?v=vjq5GNiIBDY
124
Hijack the guest
125
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
127
Bos Icetea Sampling through Tweet
128
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
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
Triggering Engagement with **
ß
131
Make is Locally Relevant
132
Every Surface Opp. for Ad
h*p://www.youtube.com/watch?v=HAQh-‐_nFH-‐s
133
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
136
Making a difference
hbp://www.youtube.com/watch?v=VS3ThxPrlVo
137
Mobile
Every surface is mediaEvery surface “can be” interac;ve
Every moment is a ;me to exchange value
138
PART 2
Going Beyond The Shiny Objects: A Ver;cal Market Cross-‐Sec;on of What Works and Does
139
Products and Services
140
MKT 652 Advanced Mobile Marketing [email protected]
Group Discussion
Where do you fit inthe ecosystem?
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
– Push (in app)
– Bluecas;ng
Mobile PaymentsProximity PaymentsMobile Commerce
Scanning/ViewingResponse CodesAugmented RealityNearfield CommunicaKonsRFID Tagging
EnhancementsLocaKonDataLoyaltySocialAugmented realityCRMContent AnalyKcs & measurement
142
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
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
Health Death Work Money Tax Sex Religion
75% use phone on toilet
(24% make calls)
Source: http://www.prepaidinsurance.co.za/
Living Headstones
Health Death Work Money Tax Sex Religion
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
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
File your taxes
Health Death Work Money Tax Sex Religion
(Norway, via SMS since 2004)
Source: 2013 Mobile Consumer Habits study
Health Death Work Money Tax Sex Religion
Source: 2008 http://www.condomcondom.org/
Health Death Work Money Tax Sex Religion
152
Confession
Health Death Work Money Tax Sex Religion
Emerging Technologies
154
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)
167
Science of Pouring a Drink
168
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
172
Connect with Present: Digital Taboos
Source: hbp://www.slashgear.com/whats-‐inside-‐motorolas-‐digital-‐taboo-‐31284412/
173
Social Home 2.0
177
Best PracTces & RegulaTons
178
Understanding The age of the
Best PracTces
180
Pick the right media for the opportunity
181
Source: Sumotext (2013)
Knowledge
• Know your objec;ves• Know your customer• Know your intent -‐ being of service• Know your plan• Share your plan
182
Consider Your ObjecTves
183
Mobile AdverTsing
184
Media Formats
Consider:Incentivzed vs.Non-incentiveze
185
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
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
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
Messaging
• Get an opt-‐in• Consider ;ming of messages• Make sure content is relevant• Consider frequency
189
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
TesTng
Test SEO
191
RegulaTons
192
The Balancing Act
193
ConsumerExpectaKon/SaKsfacKon IndustryGovernment
Consumer Advocates
The Basic Tenants In The Engagement World
• No;ce• Transparency• Choice• Control• Security
194
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
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
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
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
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
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
Viviki’s The Pool
201
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
Viviki’s The Pool
203
CTIA Playbook
204
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
Mobile Email Design ConsideraTons
206
hbp://www.mmaglobal.com/node/20603
Responsive Design
207
Source: hbp://www.mmaglobal.com/node/20603
Case Studies
208
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
214
Ge�ng it Done
“Buy more beer”
Jeff Hasen, “Mobilized Marke;ng”
215
“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
It is About Engagement: Two Sides
Mobile Advertising
Engagement(Contextual)
Mobile-enabledTraditional Media
Marketer Initiated
Consumer Initiated
Direct EngagementIndirect Engagement
217
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
222
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
223
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
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.
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
– Push (in app)
– Bluecas;ng
Mobile PaymentsProximity PaymentsMobile Commerce
Scanning/ViewingResponse CodesAugmented RealityNearfield CommunicaKonsRFID Tagging
EnhancementsLocaKonDataLoyaltySocialAugmented realityCRMContent AnalyKcs & measurement
225
Enablers
226
Devices
227
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
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
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
LocaTon
231
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
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
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
AdverTsing
235
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
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
Understanding Mobile AdverTsing(the ad mobile ecosystem)
238
Mobile LUMAscape(the mobile adverTsing ecosystem)
239
Mobile Video Ecosystem
240
MoneTzaTon
Source: Ballvé, M. (2103). How Loca;on Data Is Transforming The En;re Mobile Industry. Business Insider
241
Commerce
242
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
The Wallet
244
Apple Passbook
245
Boarding Passes
Tickets
Store Cards
Coupons
246
247
PayPal Beacon
• Any store running Point-‐of-‐Sale systems compa;ble with PayPal, including
248
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
Data
250
• “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
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
“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
All Kinds of Data• Search• Loca;on• Purchase• Content• Social data• Interest• Preference• Contacts
Axciom PersonicX Clusters
Mosaic® USA Consumer Lifestyle SegmentaOon
254
A Lot of Data
255
Compounds and Elements
256
CreaTng a new compound
So LoMo
Co
$=SoLoMoCoDaPr
Da Pr
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
PersonicX Clusters
Source: hbps://isapps.acxiom.com/personicx/
259
Black Gold
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
Apple 5s and iOS7
262
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
Source: hlp://www.cagle.com/2013/07/obamacare-‐data-‐hub/
264
Be careful with what you know
265
Progressive Snapshot
May Risk:Higher premiumsInvasive trackingYour data being sold
266
The Heart of The Maber
Source: hlp://boingboing.net/2012/09/28/why-‐cant-‐pacemaker-‐users-‐rea.html
267
“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
“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
CreaTng a new compound that can be used by everyone!
So LoMo
Co
Value=SoLoMoCoDaPr
Da Pr
The Rules Have Changed
271
Text Messaging
272
Mobile Text Program
273
Text Messaging Flows
274
Developing a Text User Flow
275
Mobile MarkeTng Plazorm
276
Registering Common Short Codes
277
Long Codes
278
Mobile Email
279
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+.
280
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
281
Mobile Apps
• Types of Apps
- Hybrid
- Native
• Develop
• Hand
• Development platform
• Other considerations
- Content Management Systems
- Maintenance
- Budget
- Development Team
- Testing
- Discovery
282
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
284
App Store Data
285
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
286
InteracTve Voice
287
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
290
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
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
293
Build Your Own QR Code
294
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
295
296
Buyers
Sellers
Innovators/Enablers
Associates
The Industry Structure
AgenciesBrandsRetailers
Old & New Media PublishersAdverKsing Plavorms/Enablers
Messaging, App, Mobile Web, Commerce, Reserach...
Investors, Analysts, Academics...
297
The
Con
sum
er
Wealth to InformaTon At Your FingerTps
298
IAB Mobile CreaTve Library
h*p://www.iabuk.net/disciplines/mobile-‐markeKng/mobile-‐campaigns
299
PublicaTons• eMarketer• Mobile Marketer• Mobile Commerce Daily• SmartBriefs
– Mobile MarkeTng AssocaTon– IAB– …
• Business Insider ($)• Tech Crunch• Google Alerts• Google Mobile Playbook
300
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)
301
Contact Info• Jeff Hasen
• [email protected]• @je.asen• je.asen.com
• Michael Becker• [email protected]• @mobiledirect