toronto session - tagga mobile
TRANSCRIPT
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8/6/2019 Toronto Session - Tagga Mobile
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Agenda
! Mobiles Growth why you are here! Hot Items in Mobile!
Case Studies! The Tagga Platform! Whats the ROI?! Tying it all together
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What is Mobile Marketing?
! Not about APPS, or WAPs, or SMS or MMS! Its about 3 things:
! Identity! Location! Communication
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Why Marketers Care about Mobile
! More mobile subscribers than TV and Internetcombined
! It offers unparalleled reach to your targetaudience
! Access to measurement across media channels! On-the-spot user engagement no more waiting! Targetingconsumers has never been easier
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Mobile Media Spans Your Day
From the time you wake up in the morning to the time you go to
sleep, your mobile device is always with you. Youre constantly
accessing diff
erent media throughout the day and your mobile isthe one device that ties them all together.
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Here are some statistics for those who dontrealize that mobile is already here in a big way.
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Consumers Mobile Usage is HugeSMS MOBILE WEB APPS
70%OR MORE
of people in age
categoriesbetween 18-54
use textmessaging.
34%of US mobileusers access
the mobile web.
TRIPLEDIGITGROWTH
rate in usage.
(Pew Research Center)
(eMarketer)
(Quantcast)
Average number ofapps per handset type:
BLACKBERRY:10
PALM:14WINDOWS:14
ANDROID: 22
37 APPSiPHONE:
(Nielson)
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we take you mobile.ALL RIGHTS RESERVED. TAGGA MEDIA INC.
Consumers Mobile Usage is Huge
MOBILE COUPONS MOBILE COMMERCE MOBILE ADS
52%Of 1000 smart phone
users surveyed
(JiWire)
claim they haveacted on anadvertisements inan app and 18%
have made apurchase directly.
Projected mobilecommerce
transactions foreBay in 2010 are
$1.58 billion
PayPal transactionsincreased 6 timesto $141 million in
2009.
(Mobile Commerce Daily)
(PayPal)
Greater than 10xuser growth in2010 with triple
digit increases in
2011 & 2012 inNorth America.
(Yankee Group)
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Mobile Media Usage
0
10
20
30
4050
60
70
80
90
Total Age 13-17 Age 18-24 Age 25-34 Age 35-54
69
84 8780
64
27
4033 35
22
SMS Mobile Web
Source: Pew Research Center (12/09)
%
Penetration by Age
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Growth of mobile devices is 2.5xthat of PCs.
0.0
1.0
2.0
3.0
4.0
Web-ConnectedMobile Devices
Web-ConnectedPCs
Mobile Devices
Mobile Devices Dominate PCs
4
1.31
(in billions)
Source: IDC
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Sourcesareavailablehere
What does it all mean?....
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Mobile is now poisedto become the most
important marketing
vehicle of all time.Frost & Sullivan, 2010
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How many people here
have sent a text message?
have sent a text to a short code?even know what a short code is?
have surfed the web on their
phone?
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OKAY!
LETS DO IT.
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1.
2.
3.
4.
Open a new text message
Type PROXIMITYin themessage body
Send to 82442
Success! You are now signed
up for updates.
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SMS-backed mobile loyalty programs tiein with email, social media, and direct-mail programs
Include a URL in the SMS message tolink back to the mobile web for furtherengagement, data capture, andconversion.
In retail, SMS is becoming the best toolfor CRM and loyalty efforts. Use SMS for: store alerts news updates coupons reminders
SMS for Direct Response
Try it now: Text Gordmans to 82442
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SMS Opt-in = Highly Qualified Lead
! Most SMS messages are read within 30 seconds! Many posts on social networks are missed in busy news feeds! SMS opt-in drives to deeper engagement on mobile web and
connects the digital and print experience
Social to Mobile
! Highlymeasureable means of tracking response rates andconversions
Digital and Print to Mobile
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Dont let them miss your message!
Average person 240 720 new tweets in their feed /day
Only 36% check their accounts daily
Average user has 130 friends
50% of users check their accounts daily
SMS293 million
Facebook
150 millionTwitter
14 million
98% open rate!98% open rateOver 50% check their mobile every hour
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we take you mobile.ALL RIGHTS RESERVED. TAGGA MEDIA INC.
Mobile Websites
! Becoming First screenforaccessing the internet
! Most websites are not optimizedfor mobile across handsets
! Looking for you on a phone isintent
! Consumers want snack-sizedversion of your site
! Just the facts please!!
Store locator! Click to call! Product info
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Optimize and Keep Leads Engaged
! Leverage Taggas redirect script to detect what device yourvisitors are on and drive to the appropriate experience.
! Make sure your customers dont loose business to theircompetitors because of a bad mobile web experience.
SEO and SEM
VS.
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Gives your consumer the ability topurchase when and where the
thought strikes them
Combines:1. ease of purchase2. location-awareness3. ready access to information
Mobile commerce will surpasseCommerce
It is a must have for retail Link to social media to turn fans into
buyers
Mobile Commerce
Use these tools to drive transactions, and increase loyalty.
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Mobile Outperforms Online
METRICS
0
5
10
15
UnaidedAwareness
Aided Awareness Ad Awareness MessageAssociation
Purchase Intent
2 2.7
6.9
3.42.3
8.69.1
13.6
14.1
11.4
Online Norms
Mobile Norms
Purchase intent viamobile is FIVE TIMES
that of online.
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1 ad per screen means a higher shareof voice (SOV) in mobile as compared
to online advertising
Higher ad awareness on mobile buildsbetter brand awareness
Click-through rates are two times thatof online
Drives to deeper engagement on yourmobile website.
Mobile Advertising
Use these tools to create brand awareness, and drive transactions.
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Increase average order value ortransaction amounts
New customer acquisition Build loyalty with existing
customers
Get customers to return soonerand buy more frequently
Easily add to existing marketing
Mobile Couponing
Use these tools to build brand preference, drive transactions, andincrease loyalty.
Sources: InsightExpress, Borrell Associates
Redemption rates for mobile coupons are 10 timesthat of mail or newspaper distributed coupons.
Text in to
receive whilein store
27%
Have themsent via text
message28%
Find themusing an
application45%
How do you prefer to receivecoupons on your mobile phone?
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SMSCoupons
Add trackable, custom codes to MobileUpdates campaigns.
Integrate codes from your POS system. Track results by subscriber. Easily integrate with your existing marketing. Update coupon offers in real-time
SMScouponingprovidesyourbusinesswithahighlymeasurablewaytobuild
preferenceforyourbrand,drivesales,andincreasecustomerloyalty:
Mobileclubspecial:Receive$5offyour
nextmeal.Showyourserverthiscode
toreceivethediscount:48SRS8
hCp://inc.ly/coupon
Tryit:TextCOUPONto82442
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QRCodes
Use QR codes to send shoppers to:
Productreviews&info oupons StorelocaIonsandhours SMSOpt-intobuildsubscribers
QRcodesprovideyourcustomerswithasimplewaytoquicklyaccessmore
informaIonaboutyourproductsandservices:
Tryit:Scanthebarcodetosignupforweeklybeauty
Ipsandproductspecialsdeliveredtoyourmobile.
AddanSMScallfornon-smartphoneusers:
TextBEAUTY2010to82442
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we take you mobile.ALL RIGHTS RESERVED. TAGGA MEDIA INC.
REACH
ENGAGEMENT
Reach, Targeting & Engagement
Low reach, very targeted, highlevels of engagement. Your app
on their phone is a badge ofloyalty
Offers reach and targeting across allweb-enabled devices and high levelsof engagement.
APPS
MOBILE WEB
MOBILE ADS
TEXT MESSAGING
Offers reach and targeting acrossWeb and Apps. Drives to mobile
site for further engagement.
Targeting is driven bytraditional and onlinemedia. Drives to themobile web for furtherengagement.
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Case Study
Source: Tagga Media Inc.
BRAND/AGENCY: Old Dutch / LPiCommunications Group
CHALLENGE: On behalf of Old Dutch Foods, LPi Group was tasked with
increasing the size of the companys opt-in marketing databaseand increasing sales li ft for their Arriba Tortilla Chips brand.
Particular focus was on engaging the 18-25 year old maledemographic with their tortilla chip brands.
SOLUTION: A co-promotion deal to promote the release of the movie Fastand Furious to Blu-Ray and DVD appeared to be a perfecthook.
LPi Group designed a contest where customers were promptedto enter online or text-in-to-win a variety of great prizes.
The contest was promoted through in-store displays and on-pack.
The text confirmation also pointed them to a website wherethey could view the trailer for the movie and download a demofor a branded mobile game.
RESULTS: 80% of new sign-ups were generated from a mobile deviceversus 20% coming from the online campaign.
The on-pack response rate was 2% of distributed packages.
CPG
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Case Study
Source: Tagga Media Inc.
AGENCY:Pollinate MediaCHALLENGE:
Build an opt-in database of interested customers fortheir clienta state lottery.
Generate consumer interest among sports fans in thestate for a new lottery product.
SOLUTION: They ran an SMS contest at a professional basketball
game . The prize was an autographed team jersey. The contest was promoted on the Jumbotron and
announced over the PA system during half-time. First 10 to text in their name and email address won
prizes.
RESULTS: 10% of the attendees (2,000 people) texted in to the
contest. Contestants were sent an email the next day thanking
them for their participation. They were invited to opt-in to the mailing list for future
promotions and over 50% of participants converted tofull CRM members.
ENTERTAINMENT
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Case StudyRETAIL
Source: Fuor Digital
BRAND/AGENCY: Gordmans / Fuor DigitalCHALLENGE:
Grow subscriber database Increase consumer engagement
SOLUTION: Mobile sweepstakes and mobile updates
campaign using a mobile website for entry Promoted through mobile advertisements and in-store signage
RESULTS: Over the first 3 months of the campaign there
were ~ 65,000 visits to the mobile site, over1,200 web-to-phone entries, and over 8,500 opt-ins for SMS updates
A 5.4% redemption rate The average order per redemption was 119%
higher than the average order driven through anyother means
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Case StudyCITY ATTRACTIONS
Source: Tagga Media
BRAND/MEDIA: Landrys / Hearst MediaCHALLENGE:
Create an opt-in consumer database that can beremarketed to with mobile updates.
Drive sales and customer loyalty with mobile coupons.SOLUTION:
Targeted families with children to promote the DowntownAquarium as a day of adventurous fun for the whole family.
Hearst Media Services created a media plan that includedprint ads, online banners and facebook updates. Included a mobile call to action for Houston area residents
to text-in the keyword Shark in order to receive a 2-for-1 allday adventure pass.
The return message also included a link to a mobileoptimized website with details about the facilitys attractionsand amenities, a map showing location, and the hours ofoperation.
RESULTS: Ads ran intermittently over 4 months. Over 3,100 Houston
area residents texted in to receive the offer. The Aquarium achieved an impressive 50% redemption rate
on the coupon. There were 1,532 coupon redemptionsmeaning 3,064 customers driven by this offer.
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Case Study
Source:TaggaMedianc.
CHALLENGE:
DrivetransacIonsandincreaseloyalty. Buildamobiledatabaseasanewdirectresponse
markeIngchannelforthecompany.
SOLUTION:
n-storeSMSformobileoffersprogram Thecampaignisrunninginselectstoresacrossthe
US.
Mobilesubscribersreceivecoupons,rebates,andspecialoffers.
RESULTS:
Goodyearhasaccumulatedover1,200subscriberstotheirmobileloyaltyprograminthefirstmonthofthecampaign.
AUTOMOTIVE
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q Company is three years old, team of 15 mobile marketingspecialists
q Platform has been on the market for 1.5 yearsq Mobile Vendor of record for Mobile Behaviour/Tribal DDBq Agency clients include Blast Radius (Wunderman), Fuor Digital
Publicis, Cossette, Hitchcock Fleming and Associates (HFA), andmore
q Partnered with Media Magnate Hearst and leading DirectoryServices Canpages/Yellow Pages
q Board includes Scott Lipsky (co-founder of aQuantive - AtlasSolutions, Avenue A & Razorfish, now Microsoft), and GaryRoshak (former VP Mobile Advertisers and Publishers forYahoo! Global)
About Tagga
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Who is Tagga?
high growth global hq end-to-end
We have been growingexponentially since our
launch in 2008.
Based in Vancouver withsatellite offices in NYC,
Chicago, and San Francisco/
Bay Area.
We are an end-to-endMobile Content, Media
Attribution, and Mobile
Marketing company.
! We are focused on providing easy-to-use and simple-to-navigate mobilemarketing solutions to Agencies and Brands.
! We provide increased reach, engagement, and conversionall geared tomake you money.
! We offer end-to-end content, analytics, and reporting.
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Technology & Service
Offering Self-serve platform for the non-technical user Focus on SMS/QR campaigns, Mobile Website
building made easy, social media integration,and analytics/ROI tracking
Full strategic planning & concepting services Media buying & planning Custom applications development White Label Option
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The Tagga Value
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Campaigns powered by Tagga
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Technology Capabilities
SMS Platform 2D Bar Code Scanning Couponing Social Media Integration Mobile Loyalty program Video Location/geo-fencing Native device application
dev
Mobile CRM
DirectMessaging
MobileUpdates
Polls&VoIng
Mobileontests
DataollecIon
Custom Applications
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Templates: Mobile Websites Made Easy
! Pre-builtpages andnavigation
! Simply add contentand change coloursto suit your business
! Add additionalpages with theclickof a button
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Advanced Users: Flexibility &Optimization
q Directly editand addHTML and CSSelements
q Preview how yourdesign will appear
q Taggas engineoptimizes displayacross a majority ofmobile devices.
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All Paths Lead to their Pocket
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Reportingback the results
q Visitsq Page Viewsq Bounce Rateq Geographyq Hourly Dataq Custom Date
Ranges
Mobile Web
Depending on campaign type, CSV or image files areavailable for export.
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Reportingback the results
q # of responsesq Geographyq Time of Dayq Phone Carrierq Data Collected
SMS
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EFFECTIVENESS
Engagement
ADOPTION
App downloadsSite or app visitors# SMS responsesGeographic distribution
Frequency (visits)Stickiness (page views & time on site)Retention rate (% returning)Opt-in (SMS updates)
Quantitative conversions (eg. Purchase)High value activities (eg. Contact salesdepartment, request product info, etc.)
Measuring the Engagement Funnel
ADOPTION
ENGAGEMENT
EFFECTIVENESS
ENGAGEMENT
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Tying it all together
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Why Tagga?
! End to End mobile marketing solutions: Self-serve or Full-serve! Seamless connection to every carrier in North America! Powerful management tools and comprehensive reporting and
analytics
! Easy-to-use campaign creation features, built for the non-technical user.
! Simple, all you can eat pricing model built for Agencies! Mobile website builder lets you quickly create a mobile web
presence that is automatically optimized across devices
! Complete white-label solution
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we take you mobile.ALL RIGHTS RESERVED. TAGGA MEDIA INC.
qCommunicate with your consumers as theycommunicate with each other.
qYou can confidently offer mobile marketingstrategies and solutions to your clients. Weve got
your back.
qConsumers are mobile. Your clients brandsshould be too.
qMobile adds engagement and measurement toLead Generation
qMobile isn't a line-item on a marketing Budget its part of a full digital marketing solution
Key Take-Aways
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The Magic Question(s)
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we take you mobile.ALL RIGHTS RESERVED. TAGGA MEDIA INC.
Thank You!
Stephanie DeBou
Sales Manager
604-687-8979
Text STEPH to 82442