Effectively Integrating Mobile Marketing

Why You Should be Integrating Mobile at the Start of a Marketing Campaign

Presented by Ryan Unger (@ryanunger) of Punchkick Interactive (@punchkickmobile)

Punchkick Interactive Helps Brands Use Personalized Communication to Inspire Trust

Headquartered in Chicago, IL Our work is featured in:

Mobile Web Design by Cameron Moll Mobile Marke0ng Handbook

by Kim Dushinski The NEW Launch Plan by Joan Schneider and

Julie Hall

Founded 2006 Award-winning services:

Text-message campaign management Mobile Web site design Custom App development Mobile-media planning

Session Goals1. Understand the importance of integrated mobile campaigns2. Clarify the scope of mobile markeOng3. Learn how to create consumer engagement,

and re-engagement4. Understand the value of mobile analyOcs5. Discuss what not to do in mobile markeOng6. Learn how to idenOfy a good mobile partner7. IdenOfy basic steps you can take today to strengthen a future

mobile eort

The Importance of Mobile Integration

More than 4.6 billion phones globally (Feb 2010)

More than 62% of BlackBerry owners would give up their wallet over their BlackBerry

Its arguably the most personal gadget on the planet

1.65

3.30

4.95

6.60

People Mobile Phones Credit Cards Motor Vehicles

0.6 B1.5 B

4.6 B

6.6 B

Billions

How Important is Mobile... Really?

Tac$cs to Consider for your Mobile Strategy SMS and MMS Mobile-opOmized Web Sites (WAP sites) Apps (iPhone, iPad, Android, BlackBerry, etc.) Mobile media planning and promoOon Mobile search markeOng and social integraOon Experimental technologies (A.R., I.R., Q.R., Bluetooth, etc.)

A Broad Scope of Mobile Marketing Tactics

How to Create Consumer Engagement and Re-engagementGaining Opt-Ins

IdenOfy your audience prole and opportunity: Consumer markeOng Recruitment markeOng Internal communicaOons for

employee retenOon Expanding commerce channels

Oer content of true value; Content is king

Integrate targeted call-to-acOon messaging into media

Avoiding Opt-Outs Use simple messaging that

reinforces facts Focus on quality, not quanOty

(what is the value you're providing?)

Review your metrics and adjust as needed

Mind Reading 101

The Value of Mobile Analytics Split test based on media or region using disOnct keywords Paint a picture to learn what consumers value Provides measurable ROI

Engagements Time-on-task IdenOfy brand evangelists

How to Become a Superhero

What Not to DoAlways Avoid

Anything non-MMA compliant Buying lists of contacts Misleading or deceiving

consumers in any way

May Want to Avoid Technologies with higher barriers

to entry such as QR, IR, and Bluetooth

CPM mobile media, in favor of CPC or CPD media

One-o, last-minute campaigns or mobile add-ons, in favor of a comprehensive mobile markeOng strategy

How Many People Here Want to Hot

Wire a Light Switch?

93%

7%

No Absolutely Not

Identifying a Good Mobile PartnerGood Partners Include

Mobile markeOng rms that oer a full-range of mobile markeOng services

Agencies that provide tacOc-neutral strategic guidance within the mobile channel

Mobile teams that embrace the unique design and development consideraOons inherent to targeOng thousands of mobile devices

Engage a Mobile Agency Who Has experience working well with

large digital and media agencies Illustrates the importance of

understanding the audience Develops MMA-compliant

campaigns Has a record of providing ROI to

clients

How to Get Started Today IdenOfy your clients home run ROI Research your audience and build its mobile prole Treat the mobile channel as a separate item, just like print, broadcast, and digital

Include mobile markeOng as an integrated component of your clients overall campaign strategies

Act now and keep the rst-to-market PR advantage

Wrap UpWhat Youve learned

Who you should be targeOng What makes a mobile campaign strong or weak How to build opt-in consumer groups Why you should seek a qualied mobile partner

Again, Why Should You Be Thinking About Mobile... Really?