Getting Started with Mobile & Location-based Marketing Stephan Merkens, Group Director W2O GroupJune 26,2013

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Housekeeping

There are more people own this earth that own mobile phones than toothbrushes.

-Bill McDermottCo-CEO, SAP

Mobile is Big!

56% of mobile phones inthe U.S. are smartphones

There are 6.8 billion mobile subscribers (96.2%) worldwide

Over 2 billion people access the Mobile web everyday

6 billion text messages are sent every day

Google makes over$4.6B in annual mobile ad revenue

www.mobithinking.com,international telecommunications union

Shopping with their devices

84%of smartphone shoppers use their device to help shop while in a store.39%Find promotional offers.

36%Find location or directions.35

%Find hours.

82%Use search engines while in store.

53%Make price comparisons.

Google.com report

Mobile is multichannel

Mobile doesn’t just apply to cellphones. Mobile can be seen as anything outside of a traditional browser based experience. Today mobile might just as easily involve Location based services, Connected devices, Augmented reality, in store signage, near field communications, mobile payments and traditional offline engagement tactics with mobile connections.

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Mobile doesn’t have to be an app

SMS/MMS MOBILE WEB NATIVE APPS

• Great for employee and customer alerts

• Low cost sales and marketing tool

• Simple to implement

• Low learning curve

• Shorter development time, can be combined with web development

• Maintains security from web applications

• Features can work across platforms

• Direct access to consumer’s location, orientation, speed and path of motion

• Continuous presence with user

• Must be developed for a specific Operating system.

Hybrid Applications

Where Mobile Fits in a marketing plan

In order to integrate mobile into your marketing mix, you need answer a few key questions:

• Does it make sense to use mobile with my brand?

• Which customers are really the target market for mobile initiatives and which devices do they use?

• What do I expect to gain from the mobile channel?

• Which platforms are best suited to the Brand?

• Which features and functionality are the most effective in raising brand awareness for me?

• Can I develop in house or do I need to engage outside vendors?

Building for mobile web

• Create an alternate view of your site for mobile users through an alternate “m-dot” web address or allow the site to detect where a user is coming from automatically.

• Think about the users frame of mind when they visit your site on a mobile device and offer content accordingly.

• Simplify the experience for a smaller screen use less buttons and constrain the amount of text.

• Consider allowing the site to become location aware and offer content specific to a retail location.

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It’s about content and context

• Consumers consume and interact with content wherever and whenever they choose.

• Consumers often view content in multiple channels (often at the same time)

• Mobile content should reflect not only a persons interests but also be contextual - Most often people who are searching for something on a mobile device are already much further down the purchase path.

WEB

TVIN STORE

MOBILE

CRM

GAMING

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Location based services (LBS)

A service that uses the GPS location of a user, transmitted from their mobile device, to offer services and information based on location and interests.

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LBS Techniques

Geo-fencingUsed in conjunction with a mobile app, Geofencing offers users utility while inside a specific location. This service can direct users to specific offers within a retail location.

GPS/Check insTypically used within mobile apps for the purpose of social sharing. Users typically post tips and access details about brand locations. Brands can use the platform to provide deals and offers as well as their own tips

Use of Geo-Social and Location-Based Services is on the Rise

Pew Internet, Kathryn Zickhur, May 11, 2012

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Using LBS Services

• Remember that someone’s location is privileged information don’t overuse it.Don’t abuse it

• Give users who engage a reason to use it and make it valuable.Make it contextual

• Make sure that the mobile offer is different from something that you might offer within the web experience. Mobile is suitable

• Make sure that he information you are providing is accurate and timely.Make it relevant

• Study campaigns that work and learn from them- be genuinely different.Be creative

• Outline your goals at the start of the campaign and measure against them.Be realistic

Mobile payment options

A number of vendors provide payment services for small businesses that replace the traditional POS systems. These systems are simple to use and often provide other features like emailing receipts, mobile storefronts and the ability to run online reports.

Determining the right vendor – shop around

Monthly sales

Transaction amount Less than 5 figures 5=6 figures More than 6 figures

Less than $16.67 PayPal Here Square Subscription PayPal Here

$16.67-$25.86 and you take Amex

PayPal Here Square SubscriptionPayPal Here

$16.67-$25.86 and you don’t take Amex

BreadcrumbSquare Subscription

Breadcrumb

$25.86 -$400 BreadcrumbSquare Subscription

Breadcrumb

$400 and above Breadcrumb Breadcrumb Breadcrumb

www.nerdwallet.com

Small startups and tech companies can offer great value, particularly for merchants with low sales volume. Startups like Dwolla can also provide services for much lower cost, but both vendors and customers need to be signed up for the service.

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Five things you can do right now

Help people find you

Check to make sure that your address is correctly entered for mobile and location based services like Google maps, Yelp, foursquare Facebook places.

Make sure that your web presence is mobile friendly

Nothing is worse than heading to a website on a mobile device only to learn that homepage is entirely created in flash, or has buttons designed for use on a large monitor.Also, if you do create a mobile version, make sure that it takes into account different mindsets.

Look into changing your payment solution

The market for alternative payment solutions is growing rapidly and startups are beginning to drive prices on processing down.

Embrace Location based services

Start looking at what customers are saying when they check in to your locations and use their tips as research on how to adapt. Also, start engaging customers with your own tips and offers.

Advertise through Local mobile search

On of the best areas to grab new customers is through local mobile search. You can often adjust your search buy to include mobile easily.

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Some handy links

Google Mobile research study

http://www.google.com/think/research-studies/mobile-in-store.html

Assessment of key mobile payment processors

www.nerdwallet.com

Research on mobile habits

http://www.mobithinking.com

Stephan MerkensGroup Director, digital engagement/social commerce

blog.wcgworld.com @stephanmerkens