making ideas move
DESCRIPTION
Presentation given to the Cleveland State University marketing department on August 6th, 2009. Note: Annotations will hopefully be added at a future date.TRANSCRIPT
Making Ideas Move
Presented by Scott Chapin
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WHAT IS MOBILE MARKETING?
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Mobile Marketing is marketing and communications to customers or constituents
on portable devices wherever they may be.
Mobile marketing is not about what…it’s about where.
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US Snapshot
• 270 million cell phone subscribers ∏
• 110.4 billion text messages (SMS) per month∏
• Smartphone usages is over 25%Ω
• 19% of Americans said they accessed the internet on their mobile yesterday§
∏ - CTIAΩ - eMarketer§ - Pew Internet
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What is Mobile Marketing?
• Mobile Web
• Text Messages / SMS
• Mobile Applications
• Mobile Advertising
TODAY’S MOBILE MARKET
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Mobile Internet
July 2009
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Mobile Internet – By Race
July 2009
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Mobile Phone Usage
July 2009
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Mobile Phone Usage – by Age
July 2009
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Mobile Internet Projected Growth
June 2009
MOBILE WEBSITES
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Keep It Simple
• Successful mobile websites are simple and focused– Limit content to mobile-focused information– Be mindful of scrolling– Include non-Flash alternative content– Consider platform specific integration
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Start Small and Grow
1. Provide alternatives to non-mobile content
2. Create a mobile-friendly “view” for the site– Simplified Navigation– On-the-go content
3. Platform Specific Presentation– Pages/Template Designs– Video/multimedia
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University
University of Wisconsin University of Illinois
Examples of mobile-targeted websites
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ESPNExamples of multi-platform mobile websites
Generic Smartphone Apple iPhone JavaScript-enabled Smartphone
iPho
ne O
nly
Cont
ent
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Cedar PointExamples of multi-platform mobile websites
Standard Mobile PhoneApple iPhone
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Cleveland State UniversityApple iPhone Blackberry Storm Standard Mobile Phone
MOBILE APPLICATIONS
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Many Platforms, Many Rules
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Games
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News & Information
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University
Stanford University
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Other AppsMasterCard Priceless Picks
McCormick RecipeFinder
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Augmented Reality
(Click Image to view video)
TEXT MESSAGING
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SMS Overview
Short Codes enable direct response and two-way communication– Codes can be shared or unique company ID’s– Short code aggregators handle all phone carrier
connections– Campaign response rates have been seen up to
30%
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Other SMS Campaigns
IKEA Mobile member-only savings offers 4 August now available! Text MEMBER to 62345 for your discount code & preview the offers at www.IKEA-USA.com/Seattle
Redbox free MONDAY rental. CHECK OUT WITH COUPON CODE 27HZ4KT. Expires at midnight CST, 8/3/09. Fwd to friends. Call 866.733.2693 for help.
Arby's: Show this text and get a FREE Roast Chicken Club Sandwich with any fry + drink purchase! Limit 1. Expires 08-06-09. Particip8ing stores only
MOBILE ADVERTISING
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Advertising Formats
• Banner Ads
• Pre-roll Video
• App Sponsorship
• Mobile Search
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OTHER CONSIDERATIONS
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Podcasting
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Mobile Email
• Mobile email is not 100% HTML compatible
• iPhone is best, Blackberry is improving
• Frequent testing is a best practice
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Questions?
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For more information about mobile marketing, please contact:
Scott ChapinDirector of Consulting [email protected]