Mobile Marketing define, how to battle the hype within your organization and how to engage with customers across the customer hourglass with mobile.

1. DEMYSTIFYING THE HYPE
MOBILE MARKETING 2012
F O L L O W M E , B U T J U S T D O N ’ T S TA L K M E : @ D AV I D S H U I P
H T T P : / / B R A N D M O B I L E M A R K E T I N G . B L O G S P O T. C O M
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2. QUICK POLL
• Developers
• UX & Designers
Who's in • Brand Managers
the • Agencies & Media
audience Buyers
• VC & Angel
today? Investors
• Ninjas
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3. QUICK POLL
How long have you been working in
mobile?
• 10+ Years
• 5-10 Years
• 1-5 Years
• < 1 Year
• Looking to get into Mobile
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4. AGENDA
Mobile
Marketing The Customer
Defined Hourglass
The Hype Questions
Cycle
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5. “WHAT‘CHU TALKIN’ BOUT WILLIS?”
MOBILE MARKETING DEFINED
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6. MOBILE MARKETING DEFINED
[MOH-BUHL, MAHR-KI-TING]
Marketing is NOT Operations
 Creating a promo microsite vs. enabling m-Commerce.
 Marketing is enhanced when operations is engaged.
Marketing is NOT the same as Advertising
 Advertising is a subset of Marketing.
4P’s of Marketing
 Product, Price, Place &…
 Promotion
Advertising, Sponsorships, Public Relations, Sales
Promotion (Couponing), Personal Selling, Direct
Marketing, Internet Marketing
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7. AND NOW, THE HYPE…
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8. WHAT I’VE HEARD OVER THE YEARS…
In 1999 – “We need to build a website”
In 2006 – “We must have a text messaging shortcode”
In 2007 – “Build me a mobile web page”
In 2010 – “My brand needs an iPhone App ASAP”
In 2011 – “Where are our QR code campaigns?”
Now…Should we build HTML5, Augmented
Reality, Tablet apps and NFC?
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9. WHY ALL THE HYPE?
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10. GARTNER HYPE CYCLE
http://www.gartner.com/technology/research/methodologies/hype-cycle
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11. THE GARTNER HYPE CYCLE OF INNOVATION
Source: www..Gartner.com July 2011
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12. HOW TO FIGHT THE HYPE WITHIN YOUR BRAND
•Examine your customers’ mobile behaviors
People
•Who are your customers?
•What are they actually doing with mobile?
•Determine how both you and your customers will benefit
Objectives •Brand: Drive Sales, Decreasing Costs, Increasing loyalty
•Consumer: Get discounts, Make life easier
•What are overarching offline and digital initiatives?
Strategy
•How will you integrate mobile with other business operations?
•How will you measure the benefits?
•How will you market your mobile offerings?
Technology •What types of mobile tools will support the strategy defined above?
Source: http://gigaom.com/2010/09/26/excerpt-use-the-post-method-to-plan-your-mobile-strategy/
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13. THE CUSTOMER HOURGLASS
AS EXPLAINED BY JEREMIAH OWYANG FROM WEB-STRATEGIST.COM
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14. “THE FUNNEL IS DEAD”
-JEN EVANS FROM MARKETING PROFS
http://www.marketingprofs.com/articles/2011/5707/the-funnel-is-dead-long-live-the-measurable-customer-narrative
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15. THE CUSTOMER HOURGLASS
HYPING AWARENESS VIA MOBILE

16. AWARENESS - NORTH FACE UTILITY APP SNOW REPORT (AND
TRAILHEAD) REACH ITS TARGET DEMOGRAPHICS
Snow Report users view
weather and snow updates,
as well as tweets from and
about their favorite resorts.

17. AWARENESS
KEY TAKEAWAYS
• Location data provides context
• When earned advocacy (the last phase) is done
well, it fuels awareness
• Expect paid media to fuel this first phase

18. THE CUSTOMER HOURGLASS
DEVELOPING CONSIDERATION WITH MOBILE

19. CONSIDERATION - BROWSE ENGAGEMENT RINGS
AND SAVE FAVORITES IN TIFFANY’S APP
With Tiffany’s app, users
can browse rings, learn
about settings, save
favorites, and determine a
ring size.

20. CONSIDERATION
KEY TAKEAWAYS
• Repurpose your product inventory information and
take into account user context
• Allow consumers to easily opt-in to receiving
information

21. THE CUSTOMER HOURGLASS
DRIVING INTENT WITH MOBILE

22. INTENT - TARGET SHOPPERS CREATE WEDDING AND
BABY SHOWER REGISTRY LISTS

23. INTENT
KEY TAKEAWAYS
• Reduce friction and allow purchasing to happen from
simple actions
• Provide shopping and wish lists
- Based on social and location data, Social media will fuel sales in mobile
commerce
- Expect next-generation applications to pre-populate these lists based on
historical and social data

24. THE CUSTOMER HOURGLASS
ENABLING PURCHASE VIA MOBILE

25. PURCHASE
REFILL PRESCRIPTIONS WITH WALGREENS’ SCAN
APP
In addition, over 1 million
customers have subscribed to
Walgreens’ prescription text alerts.

26. PURCHASE
KEY TAKEAWAYS
• Enable purchase via mobile
- Point of purchase is no longer limited to a physical location.
- Nor is it limited to the time of purchase –
 Pre paying exists now (Groupon)
 Expect a form of post-paying to emerge (ISIS - Bill to Mobile)

27. THE CUSTOMER HOURGLASS
ENABLING MOBILE SUPPORT

28. SUPPORT
DELTA FLYERS BOARD WITH E-BOARDING PASSES
The app allows flyers to:
• check-in
• use e-boarding passes
• receive text alerts
• rebook and cancel flights
• share flight details with
family/friends.

29. SUPPORT
KEY TAKEAWAYS
• Reduce support costs by giving requested
information to consumers on hand.
• Use a tiered approach:
1. Load up most frequented asked questions first
2. Provide the ability to conduct peer to peer support
3. Give the direct-to-company support when other avenues
have been exhausted

30. THE CUSTOMER HOURGLASS
ENHANCING LOYALTY WITH MOBILE

31. LOYALTY - STARBUCKS PARTNERS WITH FOURSQUARE TO OFFER
BARISTA BADGES AND DRINK DISCOUNTS TO MAYORS

32. LOYALTY
KEY TAKEAWAYS
• Loyalty programs are CURRENTLY based on:
- Long term commitment
- Total potential spending value
• Future
- Factor in social influence
- Ability to share with others into your loyalty programs
- Evolve loyalty programs where increased spend and social capital are also
metrics considered

33. THE CUSTOMER HOURGLASS
DRIVING AWARENESS THROUGH ADVOCACY

34. TASTI D-LITE REWARDS BRAND ADVOCATES WITH
POINTS THAT TRANSLATE INTO FREE PRODUCTS
Tasti D-Lite customers earn
TastiRewards every time they
make a purchase using a
rewards card that
automatically trigger
updates to Facebook, Twitter, or
Foursquare accounts.

35. ADVOCACY
KEY TAKEAWAYS
• Advocacy is the holy grail of marketing
• This is the lowest cost-yet highest trusted form of marketing.
• Target influencers of your brand.
• When done correctly:
• Fuels the top of the marketing funnel
• Flips the customer hourglass upside down

36. THE CUSTOMER HOURGLASS
SUMMARY
Paid Media
Gather those prospects
Enable those leads
Make it easy to buy
Reduce support costs
Define Social Capital
Holy grail of marketing
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37. QUESTIONS?
FEED MY EGO @DAVIDSHUIP
H T T P : / / B R A N D M O B I L E M A R K E T I N G . B L O G S P OT.C O M
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