mobile marketing

Making Sense of Mobile Marketing

Today’s presentation

•  What is mobile marketing? •  Why is mobile marketing important? •  Opportunities and challenges •  The foundational components explained

WHAT IS MOBILE MARKETING?

Definition of “mobile marketing” •  Mobile Marketing Association

(November 17, 2009) “Mobile Marketing is a set of practices that

enables organizations to communicate and engage with their audience in an interactive and relevant manner through any mobile device or network.”

Practically speaking

•  Extending our brand experiences to consumers on the mobile devices they have already adopted as part of their daily lives

•  Spanning marketing communications, customer acquisition, lead generations, loyalty and retention, customer service, support, and engagement

Foundational components

•  SMS (text messaging) •  Social media and e-mail •  Mobile advertising •  Future (but here today)

– Mobile web

– Device-specific apps

WHY IS MOBILE MARKETING IMPORTANT?

Today in the U.S.…

•  There are 270+ million mobile devices •  Held by ∼240 million individuals •  Which represents ∼90 percent of all

consumers age 18 and above •  Most of whom carry the device on, and

on their person, at all times

OPPORTUNITIES & CHALLENGES IN MOBILE MARKETING, TODAY

Opportunities in mobile

•  Intimacy •  Timeliness •  Relevance (context) •  Location (time and place)


•  Mobile users are seeking actionable content. Deliver and they will respond.

•  Google’s mobile user profiles – Urgent now

– Repetitive now – Bored now


92%

8%

U.S. Consumers

with Mobile

without Mobile

Challenges in mobile

•  Fragmented technology ecosystem – Manufacturers and devices

– Operating systems

– Browsers

– Carriers and networks •  Texting plans

•  Pace of advancement: the moving target

Challenges in mobile

8%

22%

70%

Smartphone penetra5on

No Phone

Smartphone

Basic/Feature phone

THE FOUNDATIONAL COMPONENTS EXPLAINED

E-mail

What it’s not

•  A last minute tool to garner interest •  A “BLAST” •  Instant credibility and permission •  The more people the greater the return

Best practices •  Create an organizational e-mail alias. •  Request a report a few weeks later. •  Consider every element of your e-mail. •  E-mail is the way to initiate a

conversation and social networks are the way to continue it.

Computer shot

Mobile device e-mail

Requesting a rel@y

•  http://universitymarketing.illinoisstate.edu/

What we provide •  Professional HTML construction •  Copyediting •  Opt in/out mechanisms •  Ensure accessibility •  Peace of mind

ROI considerations

Reach High

Upfront investment Low

Ongoing management Low

Service impact Low

Wow factor Low/Moderate

Notes An excellent tool – beLer when used in concert with other technologies.

QUESTIONS?

Social

What it is

•  Social media has quickly been adapted for mobile platforms

•  Drawing more consumers to mobile platforms, more often, every day

•  Don’t ignore the low-hanging fruit

Others?

And there are more every day •  LinkedIn •  FourSquare •  YouTube

•  Digg •  MySpace

Planning and budgeting

•  Primary investment, resource, and process allocations have been made

•  Account for mobile use cases in all content and production planning

ROI considerations

Reach Moderate to high



Service impact Low/Moderate

Wow factor Low

Notes Low-‐hanging fruit, where investments and resources may already be accounted for

And allows for conversaQons to start and/or conQnue

QUESTIONS?

Mobile tagging

What it is •  2-Dimensional “barcode” that is scanned

with a mobile device (camera lens) •  Acts as a link between physical and

online worlds •  Common technologies:

– QR codes – Data matrix codes – Microsoft tag

Traditional bar codes

•  The graphic layout encodes a small amount of information, such as a SKU

•  Must be scanned from specific angle, and only with a laser scanner

•  Limited applications

2-Dimensional codes

•  Encoded with more information, such as –  Web URL –  vCard –  SMS –  Voice call

•  Can be scanned from any angle, and with an optical scanner (a camera lens)

•  Can be reproduced very small to very large, print or digital

MicrosoR Tag

Applications

•  Print advertising

•  Packaging and POS

•  Outdoor and event marketing

•  Grassroots and guerilla marketing

Applications @ ISU


•  Not quite ready for prime time •  The right opportunities and the right

consumers •  Very low costs make it great for

experimentation

ROI considerations

Reach Low



Revenue impact Low/Moderate

Service impact Low/Moderate

Wow factor High

Notes Not a priority, but worth trying. Have fun with it.

SMS (text messaging)

What it is

•  Simple Messaging Service (SMS) is basic technology found on virtually all mobile devices

•  Carrier networks: Opt-in, permission-based communications only

•  Supports diverse range of communication functions

Making the most of SMS

•  Pinpoint targeting to person, place, and time creates value

•  Database marketing approach: optimization

SMS supports diverse functions Sales and revenue •  Special offers driving

consumers to stores, or to call

•  Coupons for in-store or online redemption

•  Updates on special events, grand openings, or new products

Customer service/experience •  Special messages •  Locations and

directions •  Polling, voting, and

feedback •  Self-service question

and answers •  Appointment

reminders

Homecoming: Additional 20% at all participating Redbird Walk stores. Just show this text message on checkout. www.IllinoisStateHomecoming.com

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ISU: “CongratulaQons, you’ve been accepted to Illinois State University. Visit Welcome2ISU.IllinoisState.edu for the next steps”

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Float24

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FLOAT: Thank you for entering. Winners will be announced during the football game. SPONSOR: Show this text for 10% off your next purchase at the Alamo

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GO REDBIRDS!

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Let’s try another one

•  Text “trivia” to 71857

Trivia

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ISU TRIVIA: In what year was a camel rode in the Homecoming parade? A)  1955 B)  1965 C)  1975 D)  1985 E)  1995

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And one more

•  Text “marketing” to 71857

Events

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UPB: What type of activities are you interested in A)  Movies B)  Activities C)  Food D)  Intermurals

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•  SMS is the most utilized mobile technology across age groups

•  Adopted technology (though some still don’t have unlimited texting plans)

•  Immediacy, action-orientated •  Spamming


•  Acquisition: Text opt-in •  Immediate entry, immediate reply

•  Allows for ongoing communication

•  Acquisition: Web form opt-in •  Capture other information

•  Allows for personalized ongoing communications

ROI considerations

Reach High

Upfront investment None

Ongoing management Low/Moderate

Service impact Moderate

Wow factor Low

Notes Not sexy, but can be very effecQve. Low costs and great reach make the ROI metrics work.

QUESTIONS?

The future: mobile Web

What It Is

•  Web experiences tailored to mobile operating systems and browsers

•  “3 Cs” of valuable mobile web experiences – Context

– Content – Coding

Mobile Web users are different •  Ready to take action now •  Looking for direction, motivation, or just

the right information to influence decisions

•  Google’s three user profiles

Mobile Web vs. traditional Web Mobile Web •  Users want to complete

smaller tasks, quickly •  Users do not want all

information, just the relevant information

•  Prefer offline buying •  Traditional Web value-

adds don’t necessarily apply: images, video, flash, paragraphs, options

Traditional Web •  User expectations range

from quick tasks to intensive projects

•  The right information, as well as access to all information

•  Online buying is a norm •  Great platform for rich,

interactive media and deep engaging experiences


•  All roads lead to mobile Web •  Today, only a fraction of mobile

audience experiences the Web •  More universal and cost-effective than

apps •  Requires additional planning and staff

resources to implement

ROI considerations

Reach Moderate

Upfront investment Moderate/High

Ongoing management Moderate/High

Revenue impact Moderate/High

Service impact High

Wow factor Moderate

Notes FoundaQonal component now and for the long term; build now, look great later.

Future: mobile applications

What it is

•  An application that is downloaded directly to the mobile device

•  Rich, interactive experiences that support tasks, engagement, and commerce

•  Leverage features of the device and OS – Geo-location / GPS

– Accelerometer

The app universe

•  Cost of creation •  Branded apps pose unique challenges

– Competitive market place/attention

– Delivering satisfying experiences

– What do your customers want from you?

•  Not all apps and operating systems are created equal

ROI considerations Reach Low

Upfront investment High

Ongoing management Moderate

Revenue impact Moderate/High

Service impact Moderate/High

Wow factor High

Notes Payoff for some can be great, but be wary of hype. Move deliberately.

THANKS!