Introduction to Mobile Marketing - The complete tutorial

Introduction to Mobile Marketing
Hermes Romero & Andrew Mitchell
for

Sponsored by:

(c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com

Contents
The Mobile opportunity
What is Mobile Marketing
The Mobile Web Site
Mobile Messaging
Subscription Services
Mobile Advertising
Geolocation & Geotargeting
Mobile Coupons
Loyalty Programs & Mobile
Games for Mobile as a Marketing Tool
Video for Mobile
Consumer Feedback & surveys
Creating your own mobile app
Augmented Reality


“Mobile Marketing grows as mobile grows”


The third screen is already the first


The Mobile Opportunity


The mobile opportunity
In our days the increasing use of mobile devices, specially
the growing use of smart mobile devices like smartphones
and tables, create a huge opportunity to create new ways
to interact with our clients and prospects.

Want to see some statistics about the growing of smartphones by
country?

http://mobithinking.com/mobile-marketing-tools/latest-mobile-stats/a


Benefits of Mobile Marketing
Mobile marketing can increase your capabilities to retain
existing consumers and gain new ones.
Existing Customers


Sell More
Cross selling
Up selling



Increase Loyalty
Customer Service

New Customers engagement


Competition
To have a clear and ambitious mobile strategy, will allow you
to create a competitive gap between you and your
competitors.
The soon you start your mobile marketing strategy, the soon
you will gain a competitive advantage and the gap with your
competitors will be higher.


The Future of Mobile Marketing




Everybody is sure that Mobile Marketing will have a
enormous successful future, but, Mobile Marketing is about
now.
Nowadays you have enough tools to start your strategy in a
cheap and easy way, so don´t wait for your competition to
start doing that.

The future is now,


ACT!

Mobile is not a device is a platform
Is a tool where you can develop many different ways to
interact with your customers, to sell more, to increase
loyalty or simply offer a better customer service.

Offers a real time interaction on both directions
Allows you to measure the results of your campaigns in a
easy way and in real time.


Mobile is not a device is a platform
A typical smart mobile device integrates
Hardware (the device itself)
Software


The operating system



A web browser



Search capabilities



Applications (Apps)

Telecommunications


Voice Network



Data Network


Mobile Hardware
One of the key points you have to be in account for is the
screen resolution/size of the device.
It is much more smaller than desktop devices
You will find different sizes according with the device itself


Phones



Smartphones



Tablets



Phablets

The way of interaction is completely different too
Finger vs mouse


The mobile operating system
There are several operating systems in the market
IOS – (Apple Platform)
Android – (Google Platform)
Windows Phone – (Microsoft)
Blackberry
Other...

New ones will arrive soon
Ubuntu mobile
Firefox Mobile


The Mobile Operating System


Mobile Web Browsers
The web browser
Allows the user to surf on the internet, you have several
depending on the operating system of the device


Iphone (Safari)



Android Browser



Chrome



Opera



Nokia



Blackberry



Etc...

The most of them are HTML5 compatible


Mobile Web Browsers


Mobile Search
Mobile search is mainly operated by Google,
The 93,64% of mobile search is made using google
(source: Statcounter.com july 2013)


Mobile Search


Mobile Applications (Apps)
Can be installed or not in the device depending on the
operating system of the device, the version, etc...
The most installed apps
Facebook
Google maps
The weather channel

The most popular categories
Games
News
Maps
Social Networking
Music


Mobile Applications (Apps)

Source: http://www.intomobile.com/2013/05/31/mobile-apps-have-changed-world-infographic/


What is Mobile Marketing


What is mobile marketing?
In a nutshell, mobile marketing refers interaction with
customers or prospects via mobile device (phone,
tablet,etc...), using different technics to attract and retain
potential customers and to allow them to interact with
you.


Why mobile marketing?
Almost every individual in the world have a mobile device
Mobile devices are used on a daily basis
Are much more easy to use than desktop devices
Are connected to the network permanently and in stand by mode.
80 cm is the maximum distance of a device from his owner hands
(based in a study)

The growing base of smartphone owners, allows a better
interaction in real time and from both sides for marketing
purposes


Why Mobile Marketing?
Recent studies talk about a growing trend of using the mobile
device to buy goods, and this trend is very fast replacing the
use of desktop devices to buy goods and services on line.
The sales of mobile devices is much more higher than desktop
devices, even the desktop devices sales are down month by
month and mobile device sales are up.
By the end of this year tablet sales will surpass desktop devices sales

Want to know more about mobile devices sales trends?
Take a look at this Gartner Study and this Usa Today Article

Why you should focus on Mobile Marketing
strategies?
Day by day the time spent in mobile devices is growing, and
is surpassing the time spent in TV ,Radio, traditional printed
press, etc...
The traditional way of doing certain things is being replaced
by new forms based on mobile devices
Mobile Payments
Restaurant reservation
Boarding passes
Etc...
Source:
http://www.emarketer.com/Article/Digital-Set-Surpass-TV-Time-Spent-with-US-Media/1010096


strategies?
In the buy process, nearly 81% Smartphone users do their
research work via the mobile device, and 50% of them
made their purchase using the same mobile device.... and
these trends are growing.
Using coupons as a sales or loyalty strategy it is found that
there is a higher conversion rate (over 40%) of the
electronic coupons vs paper based coupons.


strategies?
Is a flexible tool, you can use different technics in your
campaign or a combination of some of them.
You can send a reminder of a deal by SMS, or you can send
instead a coupon for that deal.
You can use the email, SMS or push messages to communicate
with your customer.
If you have an App then the interaction with your customer will
allow you to virtually do anything.
You can use third party applications or platforms for
geolocalization, send deals, coupons, show your ratings, sell ,
make reservations, using augmented reality, etc...
You can advertise your company using some of the mobile
advertising platforms.
Etc...

The Mobile Web Site


The Mobile Web Site
The mobile web site is the first and most important tool in a
mobile marketing strategy
Forget about to use your desktop website as your mobile
website, unless it have a responsive design that allows the
mobile user to see a optimized web site for the device used

If you don´t have a mobile optimized web site, this
is your top priority task in your mobile
marketing strategy.

The Mobile Web Site
There are plenty of themes and templates for plain
websites or CMS based systems to be optimized for
mobile devices.
Search in google for responsive web templates...

Sometimes it is useful to create different landing pages
depending on whether the access is via a mobile device
like a phone, a tablet, or a desktop device, to transmit
a different message to the user, according to the type
of device used.
Instead of creating different landing pages you can make use of javascript to
conveniently show or hide portions of the web page according with the device
used.


Mobile Messaging
Text Message – SMS
OPT-In SMS
Email for mobile
Push messaging


Mobile Messaging
Driving messages to your customers/prospects mobile devices
will have immediate response, because the modern mobile
devices allow the direct interaction of the recipient with the
message.
Use any of the forms of mobile messaging to:
Increase store traffic (Targeted promotional offers will assist you
more traffic to your store)
Increase sales (Sending electronic coupons, and related promotional
offers through any of the mobile message channels can drive online
or in store sales)


Mobile Messaging

Increase your apps usage
You can use push notifications to offer consumers something of
value such as special offers, content, reminders, etc. as a result
your app’s usage will grow up.

Improve customer service
Let the customers know what they need or any update info in
timely manner

Customer retention and loyalty
You may send relevant reward & points information to your
consumer, or any other related information, offers or electronic
coupons, that makes your consumer feels special, or have a
special treatment from your side.

Text Messages - SMS








SMS stands for “Short message service”.
Is a text only medium, and allows only short messages,
160 chars max.
Even if is a text only medium some mobile devices with
“click-to-call” or “click-to-web” capability will display
colored links and underlining or URLs and phone
numbers. (Most smartphone do).
There are different costs depending on the country and
telephony operator of the recipient.


Text Messages - SMS
Take into consideration.
If you send unsolicited messages, people may treat this type
unknown message as spam causing a negative response to
your advert.
Use it only on special occasions mainly giving some kind of added
value, like collateral information.
Send only to verified actual customers, do not use for prospects.
Read Here the Mobile marketing Association & interactive advertising
bureau laid down guidelines
www.mmaglobal.com/bestpractices.pdf.


Text Messages - SMS
Some messages can be considered restricted if contains:
Intense profanity
Intense violence
Graphic Depiction of sexual activity
Nudity
Hate Speech
Graphic depiction of illegal drug use
Activities restricted for ages under 18 like gambling and lotteries.

Source: mmaglobal.com/mobileadvertising.pdf


Text Messages - SMS


Click-to-call messages
Phone numbers should be local or domestic to the country that the ads are targeting.
Phone numbers should be functional. Ensure that the numbers are in service before the
campaign launches.
Premium destination numbers that would result in a charge that exceeds standard rates to the
end user should not be used unless the terms are fully disclosed in the ad.
Emergency numbers (e.g., 911 in the United States and Canada, or 112 in parts of Europe), or
any unrelated service numbers, are not allowed in SMS ad units.



Link to Mobile Web site messages
Your linked page should be viewable in Mobile Web browsers.
The content should be related to the advertisement, do not use your home page, use
instead a tailor made page for that message.
The linked page should be working properly.
Use a short url service for long urls like bitly.com.


As messages are restricted in length if you have a long url address your real message text would be extremely
short.


Text Messages - SMS


Link to Download messages
From the device point of view are just like web links.
As well as in web links use a short url service for long urls.
Should start the download immediately, but is is convenient to link to a web page with more
information about the download.
You have to take into account that any SMS capable device will receive the message, but only
those that allow file downloading and manipulation will be capable of interact with the target
download (smartphones usually can download and manipulate files).
The format of the download should be compatible with the operating system of the device too.

Use it, for example, to send electronic coupons, travel boarding passes, events
vouchers, etc...


Text Messages - SMS




You should be clearly identified in the ad.
The text itself should be clearly identifiable as an advertisement
and easily understood by the receiver
Use abbreviations and “text speak” with caution.
Conduct testing to ensure compatibility of the carrier and devices with
any non-Latin or accented letters prior to use.
In case of long URLs for web link or download link use a short url service
like the one provided by goo.gl, tiny.cc or bitly.com.


Text Messages - SMS
As a part of your mobile marketing mix you can even embed
electronic coupons or vouchers in your SMS messages, in
order to maximize the action, consider using a service like
beevou.com, to send traceable personalized coupons to the
recipient, to control the hole life cycle of the coupon, as well
as to measure results.


OPT-IN sms
Allow you not to be intrusive with your recipient, as long
as he/she have subscribed to receive messages from
your side.
Works the same as the opt-in email service but instead of
sending emails is sending sms directly to the mobile
device of the subscriber.
You must advertise the way to subscribe for the
interested people
Send OFFERS to 9999 to receive our daily offer

Must provide a way for opting out
Send STOP to 9999 to stop receiving our daily offers


OPT-IN sms
As well as a normal SMS, you will be charged for every
sms you send and those charges can be different
depending on the country/provider of the recipient.
The process of incoming messages like the one used for
subscribe to the list and the one used to unsubscribe
will have a cost for you too.


OPT-IN sms
You can use this technique of messaging combined with the
delivery of electronic coupons like the ones offered by
beevou.com for a more efficient campaign action.


eMail for mobile
Email is not only for desktop devices, the email is one of
the most used feature in mobile devices (smartphone
and tables), even everyday more and more users are
accessing their email only across their mobile devices.


eMail for mobile
The process is the same as a traditional email based
campaign but having in mind:
Must design your emails messages with mobile in mind to
ensure the optimization for those who will read it using mobile
devices.
The desired actions designed for the recipient must be
optimized for the mobile.




If you are going to include some links to pages of your website or
other resources, ensure that those pages and resources are mobile
device friendly.
Make some tests and reproduce the mobile user experience before
launch the campaign.


eMail for mobile
As well as any other email marketing campaign ensure to have
easy and clear methods to unsubscribe for your recipients
and make those processes mobile compliant.
You can combine your email messages with the use of
personalized electronic coupons/vouchers to maximize the
response rate and to measure the campaign.


eMail for Mobile
You will find several bulk email providers across the
network, that will allow you to integrate your
customer/prospect list.
If you are going to embed electronic coupons/vouchers in
your email messages, consider using a service like
beevou.com, to control the hole life cycle of the coupon
and to measure results.


Push messaging
Push messaging allows you to send short personalized
messages to your customers and prospects mobile
devices with almost no cost.
To use push messaging you need:
A mobile application (app) compatible with the different devices
that are available in the market, at least for the main ones, IOS
and Android.


Push messaging
To send this kind of messages your customer must install first
your app in his mobile device. If the customer has not
installed your mobile app he won´t be able to receive your
messages.
The mere fact of install your app means that he will accept
your incoming push messages, so this is such a kind of optin for your push messages.


Push messaging
In order to allow your mobile app to receive your push
messages you will have to implement a push service inside
your app, the most common services are provided by the
main players in mobile OS, like apple and google, and are
for free, but there are other several mobile operating
system independent providers who usually will charge you a
small amount for a packet of messages.
https://developer.apple.com/notifications/
http://developer.android.com/google/gcm/index.html


Push Messaging


You can use push messaging to increase your app usage too
Offer to your consumers something of value such as special offers, a
special content, reminders, etc. and sent it through push messages.
As a result your app’s usage will grow up.


Subscription Services
RSS
Twitter
Facebook


Subscription services
Subscription services allows you to spread a message to all
your subscribers.
This is a form of opt-in, because is your prospect or customer
who decides if wants to be subscribed to your channel.
This way is useful for news or some kind of general not
customized offers, because you never know who will receive
the message.


Subscription Services - RSS
RSS is the acronym for Really Simply Syndication.
Is a XML format obtained via an HTTP address
There are several mobile apps that can receive news and
messages from RSS services, some of them are:
Pulse
Flipboard
Google Reader
Digg
Etc...


Subscription Services - RSS
If you have a blog for your business, then probably you
have an RSS server
Wordpress based blogs, have their own RSS server embedded
Joomla, Drupal and many other CMS systems, have RSS server
capabilities too.
All the news or articles that you publish into your blog or CMS
system, will be received by all your subscriptors automatically.
Any kind of content can be delivered through RSS, test,
images, links, video links, etc...


Subscription Services - Twitter
Twitter is usually used on mobile devices, and this is a direct
channel to your customer mobile.
You must have into account the length message limitation of
twitter (140 chars).
But instead of sending a long message you can include in your tweet
a url to a web page (mobile friendly) with all the message.


Actually a link in a tweet took 22 chars for HTTP links and 23 for HTTPS
links.

Your prospect or client has to follow your twitter account to
receive your messages.
You usually will include a “follow us” twitter widget to allow your
visitors to follow you, in your web page, your mobile apps and in any
other relevant sites.

Subscription services - Twitter
A follower of your twitter account can retweet your message
to their followers, this is where the viral starts.
If you for example make a great offer and push a twitter to your
followers, probably they want to share that with their followers too,
so your prospection base will increase with the retweet factor.


Subscription services - Twitter
Twitter direct messages
Limit to 250 messages per day.
If you have a direct relationship between your client data and their
twitter account, then you will have the possibility to send one2one
personalized messages with twitter.






Ask your customer for their twitter account and store it in your
customer database.
The recipient of the message can block your messages, un-following
you, so use it with care avoiding spam like messages.
If a message is not a personalized one or a message addressed to a
segment of your customer base, use the normal tweet publication
instead.

Direct messages can only be sent to your existing followers, so your
customer has to follow you prior to accept your direct messages
(OPT-IN).

Subscription Services - Facebook
Facebook for mobile
Facebook is one of the most downloaded apps in the world.
A like is not the same as a follower





The “Like” is just a simple form of promoting a web page (news
page, product page, etc...)
The follower works more or less the same as twitter do, he will
receive your news, deals, etc... this is the truly subscription
service.


Mobile Advertising


Mobile Advertising
Mobile Advertising is the communication of products or
services using mobile devices (mainly smartphones and
tablet devices), using advertising channels like google
adwords to reach a determined audience.
You can´t personalize to a one2one style conversation the
message, as in SMS or push messaging.
Depending on the channel you will have more or less
possibilities of target demographic segmentation, and
or geotargeting for GPS enabled devices.

Mobile Advertising
The way your advertise will be publish depends on the
channel used, some examples are:
Advertising blocks in web search through mobile devices


Google adwords

Advertising on the app download process
In App advertising
Advertising in Video channels


Advertise in Youtube
http://www.youtube.com/yt/advertise/mobile.html

GPS enabled apps.


Foursquare , Yelp, Facebook, Google, etc...


Mobile advertising
Usually you can choose between pay per click model or a
impression model, it depends on the provider you use.
Generally the “pay per click” model price depends on an
auction.
The same as the traditional Google Adwords model for the web
search.
As higher is the price you are able to pay for a click, the higher the
number of clicks that you will get, basically because your banners
will appear much more times than other advertisers that will pay a
lower price than yours.


Mobile Advertising
You will be able to control your campaign in real time, the
same way as you do for Google adwords for desktop search.

You can set a maximum budget per day, a maximum price per click,
etc...
You will have detailed reports about clicks, impressions and so on...


Mobile Advertising
You should change your banners content often in order to get
as many clicks are possible without raising the price.
Change your banners every 3-7 days.

Take the banner creation seriously because the higher your
banner CTR, the more frequently it will be shown. Thus, you
will save your money.
CTR (Click Trough Rate) is the percentage of users that finally make
click on one banner per number of impressions of that banner.


Mobile advertising
There are other than Google´s mobile advertising networks
They are companies with systems that works like Google Adwords,
but instead of using the google search they advertise your message
across their own network (usually free apps).
If you contract an advertisement campaign through one of this
companies, your banners will be displayed in the free apps that are
included in his network.


Geolocation and geotargeting are marketing techniques
based on physical location of the mobile device via GPS
Only allowed in GPS enabled smartphones.
If the device is not GPS enabled and the mobile user connects
to the internet, the location can be detected by the IP, but this
method is not good if you need a precision location


These are only valid to get the location for big areas, like country,
region or even city, but not for postal code, 500 meters around
and so on

Usually used to offer to the mobile user a service or
product based on the actual location of the device.
For example searching for restaurants to have dinner on the
area where the mobile device (customer) is located actually.

Couponing
Groupon, Living social , Amazon apps, use geolocation to offer
active coupons based on the location near you where the
coupons can be redeemed.




The selling process of the coupon is made by these providers so
you will have to assume a commission percentage.
This are indicated only to attract new customers to your venues.




Your own coupons
Using apps like passbook (IOS) or passwallet (android) the
mobile users are alerted when they have a coupon to be used
in the area where the device is located.




There is no commission percentage, but you have to indicate
where to send the coupon, so, it is indicated for cross and up
selling strategies, as well as a loyalty tool for your actual customer
base.
You can use a service like beevou.com to deliver electronic
coupons in passbook format to your customers or prospects the
same way you do with a email message.

If you have your own app, you can insert a widget to display
your coupons based on the GPS location, like the Groupon or
Amazon apps.


Beevou.com allows you to insert “groupon” like functionalities for
couponing in your own apps.


You can send ads to your customers based on their
location using social geotargeted apps like Facebook,
FourSquare, Yelp, PlacePop or Google places.
Be sure your business appears conveniently in those social
apps, and ensure that geolocation is working properly for them.
Most of this social providers have advertising plans to advertise
your deals in their apps using geolocation.


Location based advertising
Mainly use geo-targeted ads on mobile to get your message in front
of local audiences, without the wastage associated with advertising
on a wider scale.
Mobile search




Google Adwords has created a mobile version for Google searches geotag
within a defined territory (powered by google maps).
Google even offer the “click to call” option to allow the mobile user call
you with a single click.


Mobile Coupons


Electronic/Digital Coupons
This is one of the main and effective topics in mobile
marketing
Allows you to send to your customers or prospects
electronic coupons, directly to their mobile device via
email or SMS.
Electronic coupons have a much more higher redemption
rate than paper based.
Your customers will store your coupons in their devices,
so they will never forget at home or loose them, this
fact among others will increase the redemption rate.


Electronic/Digital coupons


Contrary to what happens with paper based coupons,
you can monitor all the life cycle of the coupon, by this
you will be able to know if your customer has redemeed
the coupon or not, if the coupon has expired, etc...
For example if you detect that a priority customer have not
used your coupon and the coupon is finally due, you can send
him a new one, with a different or the same deal.
You will know in real time what coupons have been reedemed
or not, expired, etc... and your own redemption rate for every
deal based in electronic coupons you launch.


The life cycle of the electronic coupon

* Based on beevou.com coupon life cycle
* Image taken from www.beevou.com


Electronic/Digital coupons
Usually electronic coupons are identified by an identity unique
code, in the form of a 1D barcode like , code128 , ean13,
ean8, etc... or a 2D barcode like QR or PDF417
To read those codes your scanner will have to be compatible with
them, or use some of the mobile apps that allow reading barcodes.


Mobile Coupons - Passbook
Until the date of the making of this presentation there is
no official standard for electronic coupons.
But there is a the facto standard: Passbook electronic
pass format.
Created by Apple and available from IOS 6.0
Allows different types of passes, like boarding cards, coupons,
event tickets, etc...
Basically the provider of the pass sends to the beneficiary a
special file with all the information of the pass.
The file is electronically signed for security.
Passbook is one of the 5 most used apps in the US.


For Android users there is an app compatible with passbook
files PASSWALLET
Have all the functionalities that the apple passbook has and some
other for example this app allows the use of NFC for the passes too.
https://play.google.com/store/apps/details?id=com.attidomobile.passwallet


Using passbook along with geolocation will empower your
coupons because when the user is near of the location for
redemption stored in the coupon, the device will notice that
to the user automatically.


Mobile Coupons - Beevou
Using services like beevou.com will allow you to send and
manage electronic coupons for free, without any kind of
investment and in a manner of minutes.
Beevou also support:


Send coupons over email or SMS



Fully compatible with passbook and passwallet with geolocation



Create your own list of beneficiaries (customers, prospects or any other)



You can allow your customers to transfer the coupon optionally.
If they know that they are not going to use it they can transfer the coupon to another friend or person,
and that is good for you because they are going to help you to increase your customer base.







Control the status of the coupon at anytime in real time (traceable).
Allows you to redeem coupons using the beevou scanner app, the scanner
embedded in the beevou website or your own scanner using the beevou
API.
Has a powerful programable RESTFULL API to embed all the functions in
your own apps.


Beevou.com is the only platform that allows you to use
different type of coupons
One use only coupons


This is the traditional coupon, after the coupon is redeemed it becomes
unusable.
Discount coupons, deals, gift coupons, events, etc...

Cumulative coupons (those for stamps)


Specially suitable for up selling strategies, the customer
accumulates a predefined number of reads until the final
redemption
Wash your car nine times and the number ten is for free.

Multiple use coupons


Allows you to sell a number of goods or services in a packet way.
Four Car Wash for the price of three.


With beevou you can create your own network of affiliates
Sometimes is useful to get a win2win agreement with some
other businesses in your area to share your customer base
and/or give your customers special deals for other businesses.
With beevou you can define where a coupon can be redeemed,
all you have to do is to invite the affiliate to your network and
then configure your coupon template to be accepted in that
affiliate.
Consider for example a “clean your car for free” in the nearest
gas station when somebody buys you goods or services for
more than 30$.


All payments between your affiliates and you are managed by beevou too.


Traceable and no traceable coupons
Mostly paper based coupons that we use today are not
traceable, that is because is very expensive, and needs
a huge technological back office to support the trace of
the coupon.
Electronic vouchers are better and cheap to trace.
There are tools and platforms in the market that allow
you to send electronic coupons but at the end they are
not traceable, search for tools and platforms that allow
you to trace all the life cycle of the coupon.

Traceable coupons
Beevou.com is one of the electronic coupons platforms
that lets you send and trace all the life cycle of an
electronic coupon.
With traceable coupons you can send a personalized
coupon to your customer, and then see if has been
redeemed or not, have been rejected or expired etc...
This is good for loyalty and cross selling strategies, as
long as you can send a new coupon with a new offer to
the customers who redeemed one of your coupons, or
to send the same coupon for those who let the coupon
expire, possibilities are infinites and undoubtedly this
kind of strategy strongly increase the redemption rate
of your coupons and helps you to sell more.

Scanning Mobile Coupons


The problem with the barcode scanners
Most of the actual laser barcode scanner are not compatible
with barcodes stored in mobile devices.


This is mostly due to the interaction of the laser light with the reflection of
the screen

The CCD barcode scanners are usually compatible with mobile
devices but only are allow to read 1D barcodes like EAN,
code39, code128, etc..., but not with 2D barcodes like QR.
The best barcode readers for mobile are CMOS based (camera),
right now you can find this kind of devices from 90$, but will be
cheaper as soon as they become the standard.


Scanning Mobile Coupons

Now most of the manufacturers of barcode scanners are
creating models to scan barcodes from mobile devices.


Prices starts from about 90$

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Based on CMOS camera, or Laser



Potentially any webcam can decode barcodes in mobile and
desktop devices

Some platform providers like beevou.com have their own
scan solutions for free (beevou scan app).


Loyalty programs & Mobile


Loyalty programs & mobile
Until now all loyalty programs were supported by magnetic or
smart cards.
To have a loyalty plan allows your company to:
Individually identify your customers and purchases by, billing
amount, products, dates, etc ...
Give your customers a feeling of exclusivity and preferential
treatment and this feeling usually translates into higher sales due
primarily to the "top in mind" effect of the company on the customer
preferences
Usually grants some kind of discount or gifts depending on customer
purchases.
Sometimes this cards are used as a payment method too, or as a
private credit vehicle.

With every merchant offering different loyalty cards it can
become a bind to the customer who does not want to have a
wallet full of extra cards
Mobile customer loyalty programs allow you to treat your
customer´s mobile phone as a mobile loyalty card


Loyalty plans are actually moving from the wallet of the
customer to the mobile device through mobile apps.
The smartphone-based loyalty apps allows you to track your
consumer behavior.
Along with other mobile marketing strategies like electronic
coupons, can boost your sales.
Along with geolocation you can address and send to your
customers personalized offers based on the data captured
by your loyalty plan.


There are mobile loyalty companies that offer mobile apps
to be used by many companies, so the user just install
one app and use it in all the merchants that belongs to
that loyalty network.
Your cost will be lower, because all the infrastructure is
developed by the provider
...but... using that schema there is a lower sentiment of
exclusivity and preferential treatment by the customer.


A good strategy on your loyalty programs combined with other
mobile marketing techniques will allow you to combat the
“showrooming”, wich happens when consumers check out
merchandise in stores and then search for a better prices in
online stores.


There is a strong relationship between mobile based loyalty
programs and what is called “consumer engagement”.
Your loyalty program along with other mobile marketing
techniques should search for that “consumer engagement”
factor.


There are loyalty solutions that even award the customer with
points or gifts, by the simple fact of visit a physical store
they are known as “walk-ins”.
To be precise the customer has to be notified about the store has the
“Walk-in” program, and then they have to manually open the app to
get the points or gifts for that store.
Some other solutions require the use of base devices installed on the
store to be detected by your loyalty application.


Passbook enabled loyalty programs
You can simply send to your customers their digital card in passbook
format.
Your loyalty card will be then added to the passbook virtual wallet in
IOS devices and passwallet in android.




You then no need to have an app installed on the device of the customer.
Can use the location alerts that passbook includes, to remind to visit
your store when the customer is near.

Specially useful in anonymous loyalty plans


Forget to just copy your traditional point based loyalty
strategies that you run for a long time with physical cards
and translate to a mobile architecture, this just DOESN´T
WORK.
At least a 30% of the loyalty rewards are never redeemed.

“Most mobile-reward programs haven´t yet proven to be as consistent or
effective”
Julie Mossler (Groupon)




Conclusion

You can create a loyalty plan based on mobile if:



Used along with other mobile marketing techniques
Create, if possible your own mobile plan instead of
using shared loyalty plans.


Games for Mobile as a Marketing Tool


Games for mobile as a marketing tool
You can create your own game for marketing purposes
For example the recent Paramount Pictures Star Trek Into Darkness
developed an app which ask users to complete challenges like visit a
location, take a picture of a landmark, scan a magazine cover , etc...
as a way to get customers to look again or enjoy at content that’s
already out there.


Games for mobile as a Marketing tool
This Angry birds is a good example too:

http://www.businessinsider.com/ad-exec-reveals-the-secrets-to-successful-mobile-video-ads-2013-8#ixzz2e0awrDd1


Games for mobile as a Marketing Tool
Another game from CHIPOTLE


Games for mobile as a Marketing tool
Is very expensive
You have to develop a good advertising campaign for your
game
Usually is better to use some successful game to advertise, or
simply advertise on games using some of the mobile
advertising networks available.


Video on Mobile


Video on mobile
Cisco reports that mobile video made up over 50% of mobile
traffic in 2012.
25% of total reproductions of youtube are made from mobile
devices.
Social media has played a significant part in the growth of
mobile video with the “share” button models.


Video on mobile
Creating your own videos and upload to youtube the
same way you do for your online marketing strategy
Ensure they are optimized for mobile devices




No Flash, just pure HTML5, usually video platforms like youtube or
vimeo, converts the video depending on the user´s browser, so
you don´t have to worry about that.
Use just short time length videos.

Be sure not to use copyrighted material as for example music,
some of this content is blocked for mobile devices, while for
desktop are permitted.
Always test your videos in phone and tablet devices with
different screen sizes.


Video on mobile
Yes video ads is affordable for small companies too.

Google has new plans that allow you to advertise
your videos in youtube
There are plans


Video on mobile
In-Stream video ads
Allows you to insert your ad into the beginning or middle of
other video content.
Great for branding.
Lower conversion rates than other online formats.








Direct traffic from your ads to your brand´s video channel or
website, offering additional video content.
Make sure your landing page is relevant to the content of your
video ad.
Have a clear call-to-action within your ad.
Avoid using keyword targeting for your campaing, this could
significantly limit how often your ads are shown.
Use location, sex, age, etc... targeting instead keywords.


Video on mobile
Be creative
Keep your video short and sweet.


Play rates drop off significantly after 45 secs.



Deliver your key message within the first 10 secs.



About 15 secs in length would be best.

Deliver your most important messages early in the video.
Be clear about what your business offers.
Provide clear next steps for customers to take after finishing
the video.


Make a purchase



Visit website



Visit physical store


Video on mobile
Create engaging video content
Keep viewers entertained
Keep them curious to learn more


Take always in mind that viewers can drop off at any time.



Design a entertaining storyline.

Make sure people can hear what you have to say


Use clear voice



If use a soundtrack, make sure the music doesn´t drown out any voices.

Design your ad as a movie trailer




Use tag lines and scripts that encourage the audience to be intrigued by a
story and to follow up to see more.
Try to encourage people to learn or see more through your video instead of
heavily pitching the sale of a product or service.


Video on mobile
The static opening image (click-to-play)
If you include videos in your site, the viewer sees a static
opening image which has to be clicked before the ad starts
playing.
Don´t infravaluate the importance of the opening image


Inspire viewers to act with a clear call-to-action



Use an eye-catching opening image
Tease your audience´s curiosity
Avoid too much text, just a simple and clear message





Create different versions of the video with different opening images to
increase the number of placements where your add can appear.
Use a non-commercial feel opening image
Opening images that doesn´t look like and actual advertisement can sometimes
generate greater interest.


Video on mobile
Update your content

It's important to keep your content fresh so
people will keep coming back, especially if you're
promoting a video channel.


Video on mobile
The social fact
Don´t forget that video networks as youtube or vimeo are also a
community-driven social media network that values meaningful
content and genuine community engagement with real people and
stories.


Create video content that builds a relationship with the network users, instead of a
pure only advertising that will make it harder for you to drive viewer engagement
with your brand.


Video on mobile
Adwords for video allows you to advertise in two different
formats:
Adwords for video


Your ad videos must be hosted on youtube



CPV cost per view bidding

Display ad builder


Your ad videos can be host wherever you want.



You can choose between :
CPC (cost per click)
CPM (cost per thousand impressions)
CPV (cost per view)


Video on mobile
Advertise your company in a short video in two different
ways:


Before videos, when a user clicks to see a video (preferred)



In video search results

You can choose your target depending on sex, age,
location, etc...
You can even configure the devices where the video will
be showed
Don´t forget to create a call to action overlay for your
video
Can generate subscriptions to your video channel

Video on mobile
In-stream video ads allow you to insert your ad into the
beginning or middle of other video content.
While this method is a great branding medium, it often has lower
conversion rates than other online formats.


Direct traffic from your ads to your brand's YouTube channel or website
with additional video content.
By continuing a customer's video experience, you're more likely to get better conversion
rates than sending your customer to a text-only site.



Make sure your landing page is relevant to the content of your ad.
For YouTube landing pages, consider directing customers to a page or brand channel tagged
with an AdWords remarketing code to increase your brand exposure and how often your
message is shown to viewers.





Have a clear call-to-action within your ad, and select colors and fonts to
match your brand.
Avoid using keyword targeting for your campaign, since this could
significantly limit how often your ads are shown.


Video on mobile
Keywords
Choose keywords related to topics that entertain people, such
as: names for celebrities, titles for movies and television
shows, quotes, actions or verbs, objects in the video, or
emotions that relate to the content.
Think about trends in online video overall, plus trends on the
relevant site, whether it's YouTube or other sites on the Google
Display Network. Examples include: current events, political
awareness, celebrity gossip, and popular videos.
Consider using the tags of your viewers to create keywords
Use negative keywords to filter out unwanted searches
Refine your keywords periodically


Video on mobile
Use youtube analytics to see which parts of videos keep your
viewers most engaged.
Analyze witch keywords and referrers are driving traffic to
your video.
Using adwords for video
You can see more information here:

https://support.google.com/adwords/answer/2375425


Video on mobile
There is a recent study that showed that users abandon
the videos on YouTube if the video takes more than 2
seconds to start(!), and every 1 second delay further
increases the abandonment rate dramatically.
There’s nothing as great as the CPMs of video advertising.
When compared to the likes of the mobile banner or
even full screen interstitial – Video wins EVERY TIME.


Video on mobile
Ensure to have a direct link for your video instead of using an
additional screen in the middle


Consumer Feedback and Surveys


Mobile devices give us the opportunity to get the
consumer feedback faster than traditional survey tools
The consumer feedback can be recovered through
surveys or apps that allow their users to rate our
product and services
We can distinct both by controllable surveys and no controllable
surveys.

The data of our consumer feedback is now more
important than ever, because of the social ecosystem.


Surveys vs ratings
Surveys usually are created by you to get feedback from your
customers and to take decisions based on the conclusions of
the survey.
Ratings are short surveys that allow your customer to rate
some of your products or services in a quick and easy way.
Ratings are usually used to be shared with the community.


Its real time
All the systems used for surveys and rating works mainly in
real time.




This give us the opportunity to take decisions based on data
almost in real time.
For example you can get a customer feedback on-line and resolve
the problems he is facing almost at the same time he is giving you
the feedback, using automatic alerts.


Higher response rates
The studies are demonstrating that the rate of response of a
survey is higher using mobile devices than traditional ones, like
desktop web based surveys and of course paper based.


Mobile surveys can be delivered using
SMS powered surveys
Mobile web surveys
In App surveys
Mobile coupons surveys
In app consumer real time feedback


Consumer Feedback and surveys
The beauty of mobile is that we can quickly change the
questions based on feedback (dynamic surveys)
Mobile feedback systems will be more like a conversation
Real Time compliant – Real time response


Survey completion rate on mobile for a well managed
panel can be as high as 80%. Typical completion rates
with online panel vary from 10-15%.
Less, small and clear questions will help you to increase your
completion rate.


You can create your own mobile app to drive your mobile
marketing actions
Your own app will allow you to:
Establish a one 2 one relationship with your customers.


You can send personalized content
Messages
Coupons and Vouchers
Special offers
News and product or service information


Is an OPT-IN channel
That is because your customers will install your app only if they want
to.
If your customers install your app, this means that they are
accepting your messages.


But do not abuse on this premise, respect your customer/user, otherwise they
would deinstall it.


Offer your customers added value when installing your
app.
Give them if possible operational tools like:


Appointment and reservation



Orders



Access to exclusive and last minute deals



Information about their expenses, invoices, payments, etc...



Hot line & support



Etc...

Nobody is gonna install your app if doesn´t give some kind of
valuable add-ons


The app stores are full of apps with no more than 10 downloads.



In July 2013, more than 50000 new apps where uploaded to the itunes.


You can integrate in your mobile app some of the techniques
that we have seen before in this tutorial like:
Coupons / vouchers
Direct access to your mobile site, as well as your content, videos,
and so on
Surveys and Polls about your products and services
Tools for your loyalty plan


Customer identification



Points redemption

Geolocation
News feeds


RSS, Twitter, Facebook, etc...


Augmented Reality


Augmented Reality

Augmented reality (AR), overlays text, images, or video over
physical objects
Still in very early stages, not significant up to date in mobile
marketing
Google Glass is the most significant development up to date.
Google Glass has helped to understand what augmented reality is
and what could meant for Marketing.


Augmented Reality
Augmented Reality in the point of sale
Via your mobile using your camera you will be able to see a virtual
object and get a direct link to buy it.

Augmented Reality and Location based services - discovery
Yelp is using augmented reality in their app to show you via the
augmented reality viewer the closer restaurant and what the rating
is.


Augmented Reality
Field Trip by Google
Is another example of discovery using Augmented Reality.
Useful for travelers, shows you information about the places you are
visiting.
Deployed for Iphone, Android and Google Glass.

Junaio is another interesting product to follow up


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