Mobile Mktg UMSL Fall 14 Lesson 2

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Mobile Marketing

Mobile Marketing 2.0 The Mobile Marketing Landscape – Mobile Marketing Tactics

Mobile Marketing 2.0

“The mobile ecosystem, for all its complexity, boils down to three types of engagement with consumers:

app, web, and messaging.

To prevent ending up in the same boat as predecessors who bet on the wrong business model, marketers are clamoring to figure out which channel

will remain relevant in the future.”

According to Kane of MSGME, 5.17.11 http://blog.msgme.com/2011/05/17/finding-the-best-apps-v-mobile-web-vs-mobile-messaging-answer/

Mobile Marketing Tactics

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Mobile Marketing

SMS Mobile Web Apps


2.0

Mobile Marketing


2.0

http://ho9od35yvs05ejqn.zippykid.netdna-cdn.com/wp-content/uploads/2014/02/0207_WebDAMSolutions.png WebDam

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Mobile Marketing

“Messaging still dominates (mobile operators’) non-voice revenues worldwide.” (Portio Research)

Mobile Marketing Tactics Why SMS?

2.0

Nearly all phones, including smartphones and feature

phones, have text messaging capabilities built in.

“SMS messaging is king.”

Mobile Marketing


2.0

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Mobile Marketing


2.0

1 in 5 Marketers

Run an SMS Campaign Last Year

July 3, 2013, Marketing Charts.

Mobile Marketing


2.0

81% Mobile Users Send/Receive Text (Pew)

Pew Research, 2013.

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Mobile Marketing


2.0

81% Mobile Users Sent/Rec’d last 30 days (Nielson)

~98% Open Rate Within first 3 minutes

Pew Research, 2013.

Mobile Marketing


2.0



45% Response Rate

Pew Research, 2013.

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Mobile Marketing


2.0



45% Response Rate

3,417 Text Messages/mo Age 13 – 17

Pew Research, 2013.


Mobile Marketing Tactics SMS: Best Practice

Carl’s Jr., an American-based fast-food restaurant chain, with 1,369 locations worldwide, sent out a text message offer to customers on May 14, 2013. The text message offer was for a $6 burger combo for only $2.99. Not only did this text message offer get a 19% redemption rate, the fast-food chain generated $14 in new sales for every $1 they spent on this campaign.

Tatango.com.

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Redbox, a company that places kiosks renting DVDs, Blu-ray Discs, and video games in over 42,000 locations, ran an extremely successful 10- day mobile marketing campaign. The company had customers text DEALS to 727272 on each one of the ten days for a chance to save between 10 cents and $1.50 on their next rental. To advertise the mobile promotion, which was called “10 Days of Deals”, Redbox shared it on Facebook to their more than 3M fans, sent an email to their 30+M email subscribers, in addition to promoting it on the then 33,000 Redbox kiosks. The results, over 400,000 customers participated in the SMS marketing promotion, generating over 1.5M SMS messages in just 10 days!

Tatango.com.



https://www.dropbox.com/s/s8toz2lhul6eqmb/Ruby%20Tuesday%20Dinner%20%26%20A%20Movie%20MMA%20Entry%20%E2%80%94%20Creative%20Elements.mp4

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Ruby Tuesday case study... •  Discoverability •  Integrated marketing •  Direct response •  Share of mind •  Sense of urgency •  Customer demographics



https://www.youtube.com/user/EzTexting

Retail: https://www.youtube.com/watch?v=oTy-MkAUXHY&list=UUryzRw-IiK4rAiUUNc5Uiqw

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http://www.sumotext.com/mobile-marketing-videos/mobile-marketing-videos.html

Mobile Marketing

Graphic From “The Mobile Playbook,” by Google’s Jason Spero and Johanna Wherther

Mobile Marketing Tactics Why Mobile Web?

Why Optimize? Value of Mobile Search @ Retail

7. Butcher, Dan. “More than half of smartphone owners use mobile devices in retail stores: studyhttp://www.mobilecommercedaily.com/ 2011/03/14/more-than-half-of-smartphone-owners-use-mobile-devices-in-retail-stores-study

8. Sullivan, Laurie. “Study Analyzes Mobile Search, Buying Behavior In Retail.” http://www.mediapost.com/ publications/article/162261/study-analyzes-mobile-search-buying-behavior-in-r.html

10. Butcher, Dan. “87pc of retailers agree shoppers can find better deals via mobile: survey.” http://www.mobilecommercedaily.com/ 2011/01/13/87pc-of-retailers-agree -shoppers-can-find-better-deals-via-mobile-survey

13. Compuware. “What Users Want from Mobile.” 2011. http://www.gomez.com/resources/ whitepapers/survey-report-what-users-want-from-mobile/

2.0

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Mobile Marketing

Mobile Marketing Tactics Why Mobile Web? Example of Responsive Website

2.0

http://searchenginewatch.com/article/2351176/How-Responsive-Design-Increases-the-Results-of-Your-Online-Marketing

Mobile Marketing

Mobile Marketing Tactics Why Mobile Web? Example of Responsive Website

2.0

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Mobile Marketing

Mobile Marketing Tactics Why Mobile Web? Example of Responsive Email

2.0

http://searchenginewatch.com/article/2351176/How-Responsive-Design-Increases-the-Results-of-Your-Online-Marketing

Mobile Marketing

Mobile Marketing Tactics What on the Mobile Web

2.0

Monetate Q1 2013 Ecommerce Quarterly.

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Mobile Marketing

Mobile Marketing Tactics Why Mobile Apps?

2.0

Mobile Marketing


2.0

41apps/phone Avg owned by smartphone user up 28% from last year1

1.  Lunden, Ingrid, “Nielsen: U.S. Consumers Avg App Downloads Up 28% To 41; 4 Of 5 Most Popular Belong To Google,” May 16, 2012

2.  Nielson, Mobile Media Report, QIII, 2011.

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Mobile Marketing


2.0




75B app downloads apple in 2014 (Statista.com)

Mobile Marketing


2.0




75B app downloads

62% smartphone owners Downloaded apps in past 30 days2

apple in 2014 (Statista.com)

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Mobile Marketing


2.0

Mobile Marketing

Mobile Marketing Planning The Marketing Brief/Plan

3.0

Great Example of functional app for mfr… https://www.youtube.com/watch?v=QOSk2DPnXAM

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Allergy Cast case study... •  Mindshare •  Content strategy •  Mindshare •  Personalization

Mobile Marketing


2.0

http://ho9od35yvs05ejqn.zippykid.netdna-cdn.com/wp-content/uploads/2014/02/0207_WebDAMSolutions.png WebDam

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Mobile Marketing

Mobile Marketing Tactics Time Spent Apps vs. Web

2.0

Mobile Marketing

Laird, Sam, “Mobile Web or App which should you build first” Mashable, June 6, 2012.

Mobile Marketing Tactics Mobile App vs. Web

2.0

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Mobile Marketing



2.0

Mobile Marketing



2.0

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Mobile Marketing


2.0

Mobile Marketing

“People will be more selective with the apps they download, the sites they visit, and the lists they join–making it mandatory that marketers figure out ways

to make…

…their apps more engaging, websites more useful, and opt-in communication more relevant.”


2.0


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Mobile Marketing

“It’s not one channel – no matter how amazing – that’s key. It’s the strategy and execution of

different channels working together to maximize the strengths of each.”


2.0


Mobile Marketing

“Mobile is the only media tool that allows a brand to

engage with a consumer in any point in their media mix and

start to convert them across the purchase funnel.”

Amielle Lake, CEO Tagga Media

“CEO’s Dish on QR Codes at Mobile Marke8ng Summit,” September 9, 2011

“CEO’s Dish on QR Codes at Mobile Marketing Summit,” 9.9.11,

2.0


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Mobile Marketing

•  SMS (Short Message Service)/Text

•  MMS (Multi-Media Service) includes audio, pod casts and/or video streamed content

RFRESH: U R entered to Zero 2 Win sweepstakes Phi@Atl. Addi>onal entry opt-‐in @ wawa.com/cokezero. Txt WA HELP 4 info. Msg&DataRatesMayApply.

Mobile Marketing Tactics SMS

2.0

Mobile Marketing

Mobile Marketing Tactics SMS

2.0

20% of donations for Hurricane Sandy came in from text messaging More Here: http://www.tatango.com/blog/20-of-donations-for-hurricane-sandy-relief-comes-from-text-messages/

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Mobile Marketing

QR Code - short for 'Quick Response' code. A 2D bar code used to drive users to a mobile url. Common uses—print magazines, billboards, etc.

Mobile Marketing Tactics QR to Mobile Web

2.0

Mobile Marketing

Mobile Web – a website on your mobile device. In this example, a mobile web landing page was used to drive response and engagement.

Mobile Marketing Tactics QR to mobile web

2.0

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Mobile Marketing

Print to Mobile QR Code Solution

Disney On-Stage Magazine goes out to every teen performer who enters the park and provides daily info on events and showcases for music and theatre arts appreciation.

Mobile Marketing Tactics Integrated Traditional + Mobile Campaign

2.0

Mobile Marketing

Mobile Marketing Tactics Controlling the “Shop, Learn, Buy” Experience

2.0

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Mobile Marketing

•  Proximity-based marketing

•  Other (Mobile display advertising, Interactive & gaming, Mobile SEO, etc.)

McDonalds interactive gaming ex: http://www.youtube.com/watch?v=7u0ij9D5S4Y&feature=player_embedded

Mobile Marketing Tactics Proximity-based Mobile Marketing

2.0

Mobile Marketing

•  Near Field Communications (NFC)

McDonalds interactive gaming ex: http://www.youtube.com/watch?v=7u0ij9D5S4Y&feature=player_embedded

Mobile Marketing Tactics Proximity-based Mobile Marketing

2.0

http://vimeo.com/55645040

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Mobile Marketing

Mobile Marketing Tactics NFC and Mobile Commerce

2.0


Mobile Marketing Tactics Integrated Mobile Strategy—Target

Integrated Mobile Tactics

Mobile Couponing Shopkick

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Mobile Marketing Tactics Integrated Mobile Strategy—Target

Facebook Print catalog-to mobile

Mobile Marketing

The Mobile Landscape Common Challenges

What kind of phones do my customers have?

How can I develop a meaningful strategy beyond SMS’ 140 characters?

Do I develop an iPhone only app vs. apps for several platforms vs. a wap site?

How can I control and leverage advertising inventory?

2.0

Time, expense, skillset & resources!

Fragmentation! Platform, OS, Device, Data

And now the challenge…. Lots of smartphones


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Mobile Marketing


How can I control and manage wireless, user (subscriber) data?

How will I distribute my mobile content?

How can I drive revenue opportunities and store traffic?

Fragmentation! Platform, OS, Device, Data



2.0

Time, expense, skillset & resources!

Mobile Marketing


2.0

Unlimited data plans are slowly exiting as a plan

provided by leading carriers in the US…

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Mobile Marketing

Take-Aways

2.0

•  The mobile ecosystem, for all its complexity, boils down to three types of engagement with consumers: app, web, and messaging.

•  Marketers are clamoring to figure out which channel will remain relevant in the future.

•  “SMS messaging is king.” Messaging still dominates (mobile operators’) non-voice revenues worldwide. Nearly all phones, including smartphones and feature phones, have text messaging capabilities built in.

•  It’s essential to optimize your site for the mobile web as more customers are searching for your brand using their mobile devices. Specifically, 40% have turned to a competitors mobile site after a bad mobile customer experience.

•  The mobile Apps market to grow to $30 billion by 2015 (Juniper) as mobile consumers are downloading more apps than ever before.

Mobile Marketing

Take-Aways

2.0

•  It’s important to recognize the different kinds of mobile marketing tactics, their benefits, advantages and disadvantages.

•  People will be more selective with the apps they download, the sites they visit, and the lists they join – making it mandatory that marketers figure out ways to make their apps more engaging, websites more useful, and opt-in communication more relevant.

•  Remember: It’s not one channel – no matter how amazing – that’s key. It’s the strategy and execution of different channels working together to maximize the strengths of each.

•  (Repeat) It’s the strategy and execution of different channels working together to maximize the strengths of each.

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Mobile Marketing

The Mobile Landscape Take-Aways

2.0

•  Mobile is the single most pervasive technology ever invented (even moreso than electricity)

•  Mobile represents a BIG market (5.9B Globally/331M US) with BIG money opportunities ($1.5T Global revenues).

•  Marketing can be defined as getting the right message to the right audience using the right media and methods—to grow and/or sustain profitable customer relationships. (“Sales hooks em and marketing reels them in”). Mobile marketing, as defined by the MMA, 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.

Mobile Marketing


2.0

•  Mobile is the fastest growing media of our time. It is so pervasive in our society that a marketer has a pretty good guarantee someone will stop what they’re doing and respond. It’s also an empowerment tool that allows one-to-one communications

•  Some of the benefits of mobile include it’s personal, targeted, immediate, cost effective and green, to name a few. Mobile is the only media tool that allows a brand to engage with a consumer in any point in their media mix and start to convert them across the purchase funnel.

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•  Brands and businesses of all sizes should consider mobile marketing TODAY because:

ü  Your customers are mobile

ü  Your competition is mobile

ü  Your business will likely be dependent on mobile

•  It’s important to recognize the different tactics of mobile including: SMS, Mobile Web and Mobile Applications (Apps) for communicating and influencing key stakeholders

•  Mobile is the only media tool that allows a brand to engage with a consumer in any point in their media mix and start to convert them across the purchase funnel

•  Certain challenges exist when considering a mobile marketing strategy and execution of mobile marketing tactics. These include but are not limited to: fragmentation of devices and operating systems, data plans, connectivity, cost, time and skillset



•  There’s a growing trend among a “new developer community” of SMBs and even Consumers creating, publishing & distributing mobile content

•  Ubiquitous, DIY tools currently exist to support increased mobile content deployment

•  It will not happen in a vacuum. Strategic planning, engaging content, accessible tools and foresight will prevail among


Education

Mobile Mktg UMSL Fall 14 Lesson 2