The Heartland Mobile Council has helped Northwestern with its first Mobile Marketing class. On 7/23/13, the HMC's Executive Director gave a presentation to the class on Mobile Behaviors & Technologies.
Lecture for Northwestern's 1st Mobile Marketing Class
1. Produced
by
the
Heartland
Mobile
Council
Mobile
Behaviors
&
Technology
IMC490
Mobile
Interac:ve
Marke:ng
Hugh
Park
Jedwill
Execu:ve
Director,
Heartland
Mobile
Council
@heartlandmobile
#MobiU2013
3. #MobiU2013,
@heartlandmobile
That was in Sep.’09.
As of April, it was 3,000!
As of June, it was 3,339!
It’s over 4,000 for teen
girls!
Background:
Did
You
Know?
http://youtu.be/6ILQrUrEWe8
5. #MobiU2013,
@heartlandmobile
Background:
About
the
Presenter
• Eight
years
at
KraR
Foods
working
on
Tombstone,
DiGiorno,
Post,
Mac&Cheese,
Salad
Dressings,
Bulls
Eye,
Jello
Pudding,
Maxwell
House,
KraR
Singles,
Natural
Cheese,
Oscar
Mayer,
Cool
Whip
• MBA
in
Marke:ng
from
Ross
School
of
Business
at
the
University
of
Michigan
• Three
years
in
brand
marke:ng
at
Procter
&
Gamble
• Think
and
trained
as
a
marketer
• Consumer
is
Boss
6. #MobiU2013,
@heartlandmobile
Background:
Brief
History
of
Mobile
1973 - Martin Cooper’s 1st mobile call - US
1979 - First cellular phone network - Japan
+14 yrs, 1987 - Gordon Gecko - US
1993 - First SMS data services - Finland*
+9 yrs, 2002 - American Idol - US
1999 - First mobile internet - Japan
+8 yrs, 2007 - First iPhone - US
2005 - E911 Mandate - US
+5 yrs, 2010 - Foursquare
Next up: NFC
“greed is good”
9. #MobiU2013,
@heartlandmobile
Background:
Size
of
the
Global
Market
0
1.0
2.0
3.0
4.0
Industrialized
Emerging
Human population
Mobile phone subs
Internet users
Landline phones
TV sets
Banking accounts
* TomiAhonen Almanac 2010
35. #MobiU2013,
@heartlandmobile
Behaviors:
30
Minutes
vs.
30
Seconds
Planned
vs.
Impulse
Siang
Standing/Walking
Create
Consume
Big
display
Small
display
Keyboard
and
mouse
Keypad
and
camera
Concentrate
Mul:-‐task
Email
SMS
PC/Laptop
Cellphone
1. Tomi Ahonen, Almanac 2010
36. #MobiU2013,
@heartlandmobile
Behaviors:
30
Minutes
vs.
30
Seconds
Planned
vs.
Impulse
Siang
Standing/Walking
Create
Consume
Big
display
Small
display
Keyboard
and
mouse
Keypad
and
camera
Concentrate
Mul:-‐task
Email
SMS
PC/Laptop
Cellphone
1. Tomi Ahonen, Almanac 2010
* Tablet behaviors
40. #MobiU2013,
@heartlandmobile
How
do
you
Influence
Behaviors
Thru
Mobile?
DRIVING CONSUMER ACCEPTANCE OF MOBILE MARKETING: A THEORETICAL FRAMEWORK AND
EMPIRICAL STUDY, Journal of Electronic Commerce Research, VOL. 6, NO.3, 2005. n=1028
0
0.1
0.3
0.4
0.5
Social Norms
Utility
Mobile Savvy
Attitude
Info-Seeking
Over 40% of influence is based on howuseful or entertaining your message is
42. #MobiU2013,
@heartlandmobile
Inverse
Law
of
Mobile
Tech
Market Reach
QualityofInteraction
SMS
2D
Codes
Apps
mWeb
Aug-
mented
Reality
IVR
100%0%
Yawn
Blow
Your
Mind
LBS
mVideo
MMS
LEGEND
Color refers to hype
RED = overhyped
GREEN = underhyped
Size = consumer potential
43. mWeb
mSearch
#MobiU2013,
@heartlandmobile
Inverse
Law
of
Mobile
Tech
Market Reach
QualityofInteraction
SMS
2D
Codes
Apps
Aug-
mented
Reality
IVR
100%0%
Yawn
Blow
Your
Mind
LBS
mVideo
MMS
LEGEND
Color refers to hype
RED = overhyped
GREEN = underhyped
Size = consumer potential
45. mWeb
mSearch
#MobiU2013,
@heartlandmobile
Inverse
Law
of
Mobile
Tech
Market Reach
QualityofInteraction
SMS
2D
Codes
Apps
Aug-
mented
Reality
IVR
LEGEND
Color refers to hype
RED = overhyped
GREEN = underhyped
Size = consumer potential
100%0%
Yawn
Blow
Your
Mind
LBS
mVideo
MMS
52. MMS:
SI
Swimsuit
Emo:onal
Branding
• Problem:
Extend
the
Swimsuit
edi:on
experience
to
be
with
reader
any:me
anywhere
• Solu:on:
Snap
Picture
of
2D
code
to
get
video
• Result:
120,000
responses*
• 0.5%
of
23
million
readership
#MobiU2013,
@heartlandmobile
@mobilebranding
53. MMS:
SI
Swimsuit
Emo:onal
Branding
• Problem:
Extend
the
Swimsuit
edi:on
experience
to
be
with
reader
any:me
anywhere
• Solu:on:
Snap
Picture
of
2D
code
to
get
video
• Result:
120,000
responses*
• 0.5%
of
23
million
readership
#MobiU2013,
@heartlandmobile
@mobilebranding
54. MMS:
SI
Swimsuit
Emo:onal
Branding
• Problem:
Extend
the
Swimsuit
edi:on
experience
to
be
with
reader
any:me
anywhere
• Solu:on:
Snap
Picture
of
2D
code
to
get
video
• Result:
120,000
responses*
• 0.5%
of
23
million
readership
#MobiU2013,
@heartlandmobile
@mobilebranding
55. MMS:
SI
Swimsuit
Emo:onal
Branding
• Problem:
Extend
the
Swimsuit
edi:on
experience
to
be
with
reader
any:me
anywhere
• Solu:on:
Snap
Picture
of
2D
code
to
get
video
• Result:
120,000
responses*
• 0.5%
of
23
million
readership
#MobiU2013,
@heartlandmobile
@mobilebranding
64. mWeb
mSearch
#MobiU2013,
@heartlandmobile
Inverse
Law
of
Mobile
Tech
Market Reach
QualityofInteraction
SMS
2D
Codes
Apps
Aug-
mented
Reality
IVR
LEGEND
Color refers to hype
RED = overhyped
GREEN = underhyped
Size = consumer potential
100%0%
Yawn
Blow
Your
Mind
LBS
mVideo
MMS
68. #MobiU2013,
@heartlandmobile
Lots
of
Apps
• 1,500,000+
iPhone
Apps
• 750,000+
Google
Apps
• 25,000
RIM
• 50,000
Windows
• But
great
branding!
• If
your
consumer
remembers
you
70. #MobiU2013,
@heartlandmobile
The
confluence
of
retailers,
CPG
brands,
researchers
and
agencies
–
combined
with
the
presence
of
the
“average
consumer”
–
make
Chicago
and
the
Heartland
the
ideal
loca:on
to
learn
how
to
u:lize
mobile
technologies
to
reach
the
average
consumer
TM
The
Heartland
Mobile
Council
is
a
Chicago-‐based
non-‐profit
whose
mission
is
to
educate
brands
on
how
to
use
mobile
effec:vely
71. #MobiU2013,
@heartlandmobile
TM
The
Heartland
Mobile
Council
is
a
Chicago-‐based
non-‐profit
whose
mission
is
to
educate
brands
on
how
to
use
mobile
effec:vely
Our
Belief
The
HMC
is
the
Trusted
Partner
to
Educate
Brands
on
how
to
use
Mobile
72. #MobiU2013,
@heartlandmobile
Why
the
HMC
Exists
•
Know
marke:ng
•
Can
throw
a
good
party
•
Branding,
awareness,
loyalty
Marke:ng
conferences
cover
the
best
brand
case
studies
Mobile
conferences
covers
the
latest
technology
poten:al
• Know
technology
• Can
throw
a
good
hackathon
• Downloads,
pageviews,
scans
75. #MobiU2013,
@heartlandmobile
Mobile
(Scary)
Future
“So
what
used
to
fit
in
a
building
now
fits
in
your
pocket,
what
fits
in
your
pocket
now
will
fit
inside
a
blood
cell
in
25
years”
-‐
Ray
Kurzwell,
Futurist
81. #MobiU2013,
@heartlandmobile
Mobile
Everything
2014
Mobile
Marke:ng
will
be…Mobile
Everything.
• Helping
with
the
litle
things:
• And
the
big
things:
• With
you
all
the
:me:
• On
you
all
the
:me:
• In
you
all
the
:me:
“…what
fits
in
your
pocket
now
will
fit
inside
a
blood
cell…”
82. #MobiU2013,
@heartlandmobile
Join
Our
Mobile
Movement
• We
are
looking
for
people
passionate
about
mobile
• Network
(of
course)
• Learn
about
mobile
(of
course)
• Change
history
at
this
crucial
stage
in
history!
• Volunteers
needed
for:
• Marke:ng
(PR,
Social
Media,
Email,
Web)
• Summit
Event
Management
• Contact
hugh@heartlandmobilecouncil.com