mobile marketing - demystifying the hype 2012
TRANSCRIPT
DEMYSTIFYING THE HYPEMOBILE MARKETING 2012
F O L L O W M E , B U T J U S T D O N ’ T S T A L K M E : @ D A V I D S H U I PH T T P : / / B R A N D M O B I L E M A R K E T I N G . B L O G S P O T . C O M
@ D AV I D S H U I P
QUICK POLL
• Developers• UX & Designers• Brand Managers• Agencies & Media
Buyers• VC & Angel
Investors• Ninjas
Who's in the audien
ce today?
@ D AV I D S H U I P
QUICK POLL
How long have you been working in mobile?
• 10+ Years• 5-10 Years• 1-5 Years• < 1 Year• Looking to get into Mobile
@ D AV I D S H U I P
AGENDA
Mobile Marketing
Defined
The Hype Cycle
The Customer Hourglass
Questions
@ D AV I D S H U I P
Marketing is NOT OperationsCreating a promo microsite vs. enabling m-Commerce.Marketing is enhanced when operations is engaged.
Marketing is NOT the same as AdvertisingAdvertising is a subset of Marketing.
4P’s of MarketingProduct, Price, Place &…Promotion
Advertising, Sponsorships, Public Relations, Sales Promotion (Couponing), Personal Selling, Direct Marketing, Internet Marketing
MOBILE MARKETING DEFINED[MOH-BUHL, MAHR-KI-TING]
@ D AV I D S H U I P
WHAT I’VE HEARD OVER THE YEARS…
In 1999 – “We need to build a website”
In 2006 – “We must have a text messaging shortcode”
In 2007 – “Build me a mobile web page”
In 2010 – “My brand needs an iPhone App ASAP”
In 2011 – “Where are our QR code campaigns?”
Now…Should we build HTML5, Augmented Reality, Tablet apps and NFC?
@ D AV I D S H U I P
GARTNER HYPE CYCLE
http://www.gartner.com/technology/research/methodologies/hype-cycle@ D AV I D S H U I P
HOW TO FIGHT THE HYPE WITHIN YOUR BRAND
People•Examine your customers’ mobile behaviors
•Who are your customers?•What are they actually doing with mobile?
Objectives
•Determine how both you and your customers will benefit•Brand: Drive Sales, Decreasing Costs, Increasing loyalty•Consumer: Get discounts, Make life easier
Strategy•What are overarching offline and digital initiatives?•How will you integrate mobile with other business operations?•How will you measure the benefits?•How will you market your mobile offerings?
Technology •What types of mobile tools will support the strategy defined above?
Source: http://gigaom.com/2010/09/26/excerpt-use-the-post-method-to-plan-your-mobile-strategy/@ D AV I D S H U I P
“THE FUNNEL IS DEAD”-JEN EVANS FROM MARKETING PROFS
http://www.marketingprofs.com/articles/2011/5707/the-funnel-is-dead-long-live-the-measurable-customer-narrative @ D AV I D S H U I P
AWARENESS - NORTH FACE UTILITY APP SNOW REPORT (AND TRAILHEAD) REACH ITS TARGET DEMOGRAPHICS
Snow Report users view weather and snow updates, as well as tweets from and about their favorite resorts.
• Location data provides context
• When earned advocacy (the last phase) is done well, it fuels awareness
• Expect paid media to fuel this first phase
AWARENESSKEY TAKEAWAYS
CONSIDERATION - BROWSE ENGAGEMENT RINGS AND SAVE FAVORITES IN TIFFANY’S APP
With Tiffany’s app, users can browse rings, learn
about settings, save favorites, and determine a
ring size.
• Repurpose your product inventory information and take into account user context
• Allow consumers to easily opt-in to receiving information
CONSIDERATIONKEY TAKEAWAYS
• Reduce friction and allow purchasing to happen from simple actions
• Provide shopping and wish lists- Based on social and location data, Social media will fuel sales in mobile
commerce
- Expect next-generation applications to pre-populate these lists based on historical and social data
INTENTKEY TAKEAWAYS
PURCHASEREFILL PRESCRIPTIONS WITH WALGREENS’ SCAN APP
In addition, over 1 million customers have subscribed to
Walgreens’ prescription text alerts.
• Enable purchase via mobile- Point of purchase is no longer limited to a physical location.
- Nor is it limited to the time of purchase –
Pre paying exists now (Groupon) Expect a form of post-paying to emerge (ISIS - Bill to Mobile)
PURCHASEKEY TAKEAWAYS
SUPPORTDELTA FLYERS BOARD WITH E-BOARDING PASSES
The app allows flyers to:• check-in• use e-boarding passes• receive text alerts• rebook and cancel flights• share flight details with
family/friends.
• Reduce support costs by giving requested information to consumers on hand.
• Use a tiered approach: 1. Load up most frequented asked questions first
2. Provide the ability to conduct peer to peer support
3. Give the direct-to-company support when other avenues have been exhausted
SUPPORTKEY TAKEAWAYS
• Loyalty programs are CURRENTLY based on:- Long term commitment
- Total potential spending value
• Future- Factor in social influence
- Ability to share with others into your loyalty programs
- Evolve loyalty programs where increased spend and social capital are also metrics considered
LOYALTYKEY TAKEAWAYS
TASTI D-LITE REWARDS BRAND ADVOCATES WITH POINTS THAT TRANSLATE INTO FREE PRODUCTS
Tasti D-Lite customers earn TastiRewards every time they
make a purchase using a rewards card that
automatically trigger updates to Facebook, Twitter, or
Foursquare accounts.
• Advocacy is the holy grail of marketing• This is the lowest cost-yet highest trusted form of marketing.
• Target influencers of your brand.
• When done correctly:• Fuels the top of the marketing funnel
• Flips the customer hourglass upside down
ADVOCACYKEY TAKEAWAYS
THE CUSTOMER HOURGLASSSUMMARY
Holy grail of marketing
Define Social Capital
Reduce support costs
Paid Media
Gather those prospects
Enable those leads
Make it easy to buy
@davidshuip