mobile marketing overview
DESCRIPTION
Mobile Marketing Overview. Week 12 for PRL 408 at Utica College. Spring 2014.TRANSCRIPT
Mobile Marketing
Week #12April 16, 2014
Utica CollegePRL 408: Social MediaThomas Armitage
In today’s lesson…
Overview Most popular activities Multi-screen Mobile site vs app App based marketing SMS Local search Mobile gaming Mobile commerce Location based services Platforms
Past week’s articles
“How Location-Based Services Are Transforming The Mobile Industry” - http://read.bi/1lYjEct
Mobile marketing
Mobile marketing is…
Stats
Mobile should overtake desktop this year
2.7 hours/day 80% of mobile
device time is spent in apps
(Marrs, 2013)
Most popular mobile activities
Most popular mobile activities 1) Games…61% 2) Weather…55% 3) Maps/search…50% 4) Social media…49% 5) Music…42% 6) News…36% 7) Entertainment…33% 8) Dining…25% 9) Video…21%
(Bosomworth, 2014)
Most popular mobile apps
Most popular mobile apps 1) Skype 2) YouTube 3) Instagram 4) Pandora 5) Facebook 6) Angry Bird Seasons 7) Cut the Rope 8) Doodle Jump 9) Fruit Ninja 10) Angry Birds
(Moscaritolo, 2013)
Multi-screen
(The New Multi-Screen World Study, 2013)
From smartphones and tablets to laptops and television, 90% of all media interactions today are screen-based…there are two distinct ways people move among screens to get stuff done: simultaneously and sequentially.
Multi-screen
Mobile site vs app
Do you prefer mobile sites or mobile apps?
Mobile site vs app
Mobile site vs app
App-based marketing
92 of the top 100 brands have a mobile app.
Responsive design
SMS
“If you want to help the cause, you can text "Haiti" to 90999 to send a $10 donation to the Red Cross”
(Van Grove, 2010)
Local search
Mobile gaming
Mobile gaming
Mobile commerce
Mobile commerce
Mobile commerce
40% of shoppers consult 3 or more channels before making a purchase
52% of Americans use their devices while browsing in-store (Warden, 2013)
Location based services
Location-enabled mobile ads Location-based features/app Local search
In a Google survey, 76% of the respondents said they would like businesses' location or operating hours, and 61% said they would like to be able to "Click to Call" the business.(How location based services, 2013)
Location based apps
Great tool for shopping and directions
Platforms
(Infographic, 2013)
Platforms
(Infographic, 2013)
Best practices
(Marrs, 2013)
Be clear and concise Optimize for local Consider your audience Experiment with different strategies Benchmark your results
Final paper
Background on Brand Target Audience Goals and Objectives Platforms Chosen (between 4-5) Tactics/Execution and Spend Other Items and Ideas Evaluation and Measurement Works Cited
Final Paper
$20,000 budget, one year campaign. Local business wanting to take advantage of
social media. Minimum of 5 references (though most of the
work will be critical thinking as you apply your learnings and knowledge from class).
Always include an intro and conclusion. 8-10 pages in length, Calibri font, double
spaced. This does not include your cover page and reference sheet.
Make it an enjoyable read. This isn’t a research paper. It’s a deliverable to your supervisor.
Final Paper
Spelling/Grammar/Formatting…..15 Background, Details on
Platforms…..40 Developing Campaign/Budget…..75 Formatting/Multimedia/Look…..10 References/Resources…..10
Total…..150
Next week, we will discuss…
Customer Service, Leveraging Reviews Discuss Twitter activity with brands
To do: Blog comments Read articles from #UticaCollegeSM and
comment Google+ and Yelp presenters should be
ready to present
References
Bosomworth, D. (2014, March 24). Mobile marketing statistics 2014. SmartInsights. Retrieved on April 12, 2014 from http://www.smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobile-marketing-statistics/
How location-based services are transforming the mobile industry. (2013, May 22). Business Insider. Retrieved on April 12, 2014 from http://www.businessinsider.com/location-data-is-transforming-mobile-2013-4#ixzz2yiJ8xp1r
Infographic: 2013 mobile growth statistics. (2013, October 1). DigitalBuzzBlog. Retrieved on April 12, 2014 from http://www.digitalbuzzblog.com/infographic-2013-mobile-growth-statistics/
Marrs, M. (2013, August 19). What is mobile marketing and why does it matter? WordStream. Retrieved on April 12, 2014 from http://www.wordstream.com/blog/ws/2013/08/19/what-is-mobile-marketing#
McGee, M. (2013, March 28). Email is top activity on smartphones, ahead of web browsing and Facebook. MarketingLand. Retrieved on April 12, 2014 from http://marketingland.com/smartphone-activities-study-email-web-facebook-37954
Moscaritolo, A. (2013, May 3). The 10 most popular iPhone apps of all time. PCMag. Retrieved on April 12, 2014 from http://www.pcmag.com/slideshow/story/311100/the-10-most-popular-iphone-apps-of-all-time/10
The New Multi-Screen World Study. (2013). Google. Retrieved on April 12, 2014 from http://www.thinkwithgoogle.com/research-studies/the-new-multi-screen-world-study.html
Van Grove, J. (2010, January 13). Red Cross raises $5,000,000+ for Haiti through text message campaign. Mashable. Retrieved on April 12, 2014 from http://mashable.com/2010/01/13/haiti-red-cross-donations
Warden, C. (2013). 7 mobile marketing stats that will blow your mind. Convince and Convert. Retrieved on April 12, 2014 from http://www.convinceandconvert.com/mobile/7-mobile-marketing-stats-that-will-blow-your-mind/