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Mobile Marketing Guideposts & Glossary                                    NSAA Winter Conference, Jan-Feb 2012

        View NSAA “Marketing in the Mobile Age” slides at www.slideshare.net/propeld/marketing-in-the-mobile-age



Mobile Marketing Guideposts
Mobile is a powerful tool for you to connect with consumers, and visa versa. It’s personal, immediate,
engaging, trackable, and infinitely flexible. You know your customers are already there – how do you
determine the best way to engage with them?

Mobile marketing is like any other marketing: it takes planning, budgeting, promotion, tracking, testing,
and adjusting. Where to start?

Planning
Once you have a good plan in place, you can start selecting mobile marketing tools that are a good fit for
achieving your goals. First, write down answers to these questions:

          What are my mobile objectives?
          Who is my mobile customer?
          What do they want?
          Where, when, how do they want it?

Let’s look at each of these in turn.

What are my mobile objectives?
Are you trying to directly boost revenues? Or is your objective to extend lifetime value of customer with
superior service, foster loyalty, and build your brand reputation? Perhaps you’re in cost-saving mode and
need to find ways to get more ROI on your marketing dollar?

For example, for a ski resort:

          Sales: more dollars per guest, more summer guests, boost awareness of kid activities, reduce
           room inventory
          Service: loyalty programs, vertical tracking, helping guests find places
          Cost Savings: improving marketing ROI by boosting social referrals or reducing printing costs

You should also assess your constraints. Do you have the people to manage a mobile project, talented
creatives (in house or agency), smart developers, mobile-ready content, budget money, and the time
necessary to make your mobile initiative successful?

Who is my mobile customer?
Everyone’s customer is different. How do you segment your customer types? By age, demographic,
region they come from? Which profiles are best fit for a mobile marketing campaign? Do they own
smartphones? (If they are under 13 or over 65, they may not own a mobile phone at all!)

What do they want?
What is the primary reason your guest visits your destination? What are they looking for?


© 2012 Propeld                                         12-Jan-12                                                    1


         Propeld | 1603 116th Avenue NE, Suite 115 | Bellevue, Washington 98004 | info@propeld.com | 425-998-8857
For a ski resort, perhaps they want to check their mobile for current ski conditions… for summer activities
like mountain biking, mountaintop trails, or watersports… for nearby shopping deals… or for social tips on
the best mountain-top restaurants or après-ski bars...

Where, when, how do they want it?
Are your guests at home, in the planning phase of their trip? Or are they currently visiting your resort right
now? Can you connect back to them after they depart to encourage a follow-up trip?

Budgeting
Interactive media may be challenging to learn and adapt to your business, but studies show that the
smarter interactive marketers achieve a higher return on invested capital than companies with less digital
savvy. And traditional media – especially magazines and newspapers – are still receiving too large a
proportion of overall marketing budget relative to the time consumers are spending with digital media
including mobile.

Lots of factors complicate decisions on how much to spend on interactive versus traditional media. We
won’t prescribe a proportion, let alone a specific dollar value you should dedicate to mobile. However,
know that the best brands in the US are spending 5-25% of their interactive budgets on mobile.

Promotion
Especially in the case of mobile apps and web sites, you need to promote them to increase awareness
and use. You can reach digital consumers with a notice on your web site, Facebook and Twitter updates,
email, text, banners, and sponsorships of other sites and apps. But don’t forget traditional promotion as
well: call center scripts, in packaging, cashier booths, store windows, broadcast, billboards, etc.

Tracking
Make sure to take periodic snapshots of your key performance indicators to assess your reach,
conversion, and loyalty. Depending on your goals and programs, you might be tracking impressions,
clicks, downloads, registrations, purchases, coupon redemptions, unique visits, time per visit, visit
frequency likes, emails, tweets, or locations.

Develop a tracking dashboard – a spreadsheet or dynamic web page that pulls data from across all your
campaigns and compares traditional and digital campaign metrics. For example, you might compare
reach across subscriptions, ad impressions, page views, and Facebook followers; interest across both
clicks and inbound calls; and leads via direct mail responses and web registrations. Evaluate the relative
performance of each campaign and analyze the ROI.

Testing
The great thing about digital media is it’s relatively cheap and easy to do A/B testing on just about any
variable to optimize your results. You can test images, headlines or body copy, offers, layouts, media
placement, paid search terms. Try A against B and see which performs best.

Adjusting
As you move forward, listen to your test results, review your goals, and tweak.




© 2012 Propeld                                      12-Jan-12                                                    2


      Propeld | 1603 116th Avenue NE, Suite 115 | Bellevue, Washington 98004 | info@propeld.com | 425-998-8857
Mobile Glossary
Common acronyms, buzzwords, and AKAs.

3G, 4G, LTE. Shorthand for broadband mobile                    CRM. Customer Relationship Management
Internet. Carriers have various names for their                software, a central location for storing contact,
wireless technologies, all networks having                     marketing, and sales data on individual
different reach and speeds.                                    prospects and customers.

Alerts. Time-sensitive, opt-in notifications                   CSC. Common Short Code. Often used for call
pushed to users via apps, SMS, MMS.                            to action on SMS campaigns, “text to 12345.”

API. Application Programming Interface. Used                   CTR. Click Through Rate measures response.
by engineers to connect various specialized
services into apps and sites, for example                      Feature Phone. Basic mobile phone for calling,
location data, payment systems, or CRM                         usually with no Internet connectivity.
connections.
                                                               Geofence. A bounded area that triggers a
App Store. Distribution mall for apps. Big ones                notification as the mobile user passes through
owned by Apple, Google, Amazon.                                the fence. For example, a nearby deal.

Apps. Short for mobile applications – programs                 Geolocation. See GPS.
that run on a smartphone or tablet.
                                                               GPS. The GPS (global positioning system) in
Augmented Reality. Displaying geo-located                      your mobile phone provides latitude and
information directly in a mobile camera                        longitude data to applications by reading your
viewfinder, like real-time directions, or virtual              location via satellite.
signage.
                                                               Handset. Phone hardware – an iPhone, Droid,
Barcodes. Mobile barcodes are similar to                       Galaxy, etc.
product SKU barcodes – scan it to receive a
                                                               HTML5. Hypert Text Markup Language 5. Latest
marketing response. Usually direct consumers
                                                               web standard permits rich features within web
to mobile web pages, videos, apps, etc.
                                                               and mobile web applications. Possible uses in
Big Data. Mining into huge mountains of                        cross-platform app development, with
heterogeneous data, looking for patterns, and                  limitations.
extracting nuggets of insight for businesses and
                                                               Landing. Web page where a user is sent upon
individual consumers.
                                                               tapping screen.
Carrier. AT&T, Verizon, Sprint, T-Mobile, Telus.
                                                               LBS. Location based services that use mobile
Cloud. Services and storage running on Internet                GPS data to inform maps, search results, or
servers, not local computers or phones.                        marketing offers.

CPC. Cost per Click – ad rate paid on user                     MMS. Multi-Media Message. Like SMS (texting),
action.                                                        but for video or audio.

CPM. Cost per Thousand – ad rate paid on                       Native App. Optimized for a particular mobile
number of impressions.                                         platform: Android, iOS, Windows, Blackberry.




© 2012 Propeld                                       12-Jan-12                                                     3


       Propeld | 1603 116th Avenue NE, Suite 115 | Bellevue, Washington 98004 | info@propeld.com | 425-998-8857
NFC. Near Field Communication – a mobile                       UGC. User Generated Content. Photos, reviews,
phone close to a reader to do payment,                         social shares used in your sites and apps.
ticketing, rewards, coupons, etc.
                                                               URL. Uniform Resource Locator. Usually, this
NPII. Non-Personally Identifiable Information.                 just means “location of a web page,” but it can
Metrics and stats tied to a single user, but not               mean the link to an image, video, or other file on
enough detail to associate an identity to the                  the Internet.
user.
                                                               WOM. Word of Mouth. Often used as shorthand
OS. Operating Systems. Largest smartphone                      for social media.
operating systems are Google Android and
Apple iOS, with Blackberry, Windows Phone,                     A much longer and more detailed glossary is
and others holding a much smaller share.                       available at Mobile Marketing Association,
                                                               http://mmaglobal.com/glossary.pdf.
QR Codes. Quick Response codes. See
Barcodes.

SEM. Search Engine Marketing. Buying your
way up the results with a paid ad.

SEO. Search Engine Optimization. The science
of making web pages rank higher in Google,
Bing, Yahoo, and other search engines.

Smartphone. Mobile phone plus mini-computer
for Internet-connected applications like email,
calendar, web browsing.

SMS. Short Messaging Service. Another name
for texting.

Social. Facebook, Twitter, and other services
that connects contacts.

SoLoMo. Buzzword for Social-Mobile-Location,
three key converging marketing trends.

Tablet. Apple iPad, Samsung Galaxy, and other
small, portable devices that connect to the
Internet wirelessly. Counts often include readers
like Amazon Kindle. Tablets Generally used
more for media consumption and
communication more than creation and
productivity.

Texting. Instant messaging via phone.
Somewhere between a phone call and email on
communications continuum – immediate but
non-interruptive.



© 2012 Propeld                                       12-Jan-12                                                    4


       Propeld | 1603 116th Avenue NE, Suite 115 | Bellevue, Washington 98004 | info@propeld.com | 425-998-8857

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Mobile Marketing Guideposts and Glossary

  • 1. Mobile Marketing Guideposts & Glossary NSAA Winter Conference, Jan-Feb 2012 View NSAA “Marketing in the Mobile Age” slides at www.slideshare.net/propeld/marketing-in-the-mobile-age Mobile Marketing Guideposts Mobile is a powerful tool for you to connect with consumers, and visa versa. It’s personal, immediate, engaging, trackable, and infinitely flexible. You know your customers are already there – how do you determine the best way to engage with them? Mobile marketing is like any other marketing: it takes planning, budgeting, promotion, tracking, testing, and adjusting. Where to start? Planning Once you have a good plan in place, you can start selecting mobile marketing tools that are a good fit for achieving your goals. First, write down answers to these questions:  What are my mobile objectives?  Who is my mobile customer?  What do they want?  Where, when, how do they want it? Let’s look at each of these in turn. What are my mobile objectives? Are you trying to directly boost revenues? Or is your objective to extend lifetime value of customer with superior service, foster loyalty, and build your brand reputation? Perhaps you’re in cost-saving mode and need to find ways to get more ROI on your marketing dollar? For example, for a ski resort:  Sales: more dollars per guest, more summer guests, boost awareness of kid activities, reduce room inventory  Service: loyalty programs, vertical tracking, helping guests find places  Cost Savings: improving marketing ROI by boosting social referrals or reducing printing costs You should also assess your constraints. Do you have the people to manage a mobile project, talented creatives (in house or agency), smart developers, mobile-ready content, budget money, and the time necessary to make your mobile initiative successful? Who is my mobile customer? Everyone’s customer is different. How do you segment your customer types? By age, demographic, region they come from? Which profiles are best fit for a mobile marketing campaign? Do they own smartphones? (If they are under 13 or over 65, they may not own a mobile phone at all!) What do they want? What is the primary reason your guest visits your destination? What are they looking for? © 2012 Propeld 12-Jan-12 1 Propeld | 1603 116th Avenue NE, Suite 115 | Bellevue, Washington 98004 | info@propeld.com | 425-998-8857
  • 2. For a ski resort, perhaps they want to check their mobile for current ski conditions… for summer activities like mountain biking, mountaintop trails, or watersports… for nearby shopping deals… or for social tips on the best mountain-top restaurants or après-ski bars... Where, when, how do they want it? Are your guests at home, in the planning phase of their trip? Or are they currently visiting your resort right now? Can you connect back to them after they depart to encourage a follow-up trip? Budgeting Interactive media may be challenging to learn and adapt to your business, but studies show that the smarter interactive marketers achieve a higher return on invested capital than companies with less digital savvy. And traditional media – especially magazines and newspapers – are still receiving too large a proportion of overall marketing budget relative to the time consumers are spending with digital media including mobile. Lots of factors complicate decisions on how much to spend on interactive versus traditional media. We won’t prescribe a proportion, let alone a specific dollar value you should dedicate to mobile. However, know that the best brands in the US are spending 5-25% of their interactive budgets on mobile. Promotion Especially in the case of mobile apps and web sites, you need to promote them to increase awareness and use. You can reach digital consumers with a notice on your web site, Facebook and Twitter updates, email, text, banners, and sponsorships of other sites and apps. But don’t forget traditional promotion as well: call center scripts, in packaging, cashier booths, store windows, broadcast, billboards, etc. Tracking Make sure to take periodic snapshots of your key performance indicators to assess your reach, conversion, and loyalty. Depending on your goals and programs, you might be tracking impressions, clicks, downloads, registrations, purchases, coupon redemptions, unique visits, time per visit, visit frequency likes, emails, tweets, or locations. Develop a tracking dashboard – a spreadsheet or dynamic web page that pulls data from across all your campaigns and compares traditional and digital campaign metrics. For example, you might compare reach across subscriptions, ad impressions, page views, and Facebook followers; interest across both clicks and inbound calls; and leads via direct mail responses and web registrations. Evaluate the relative performance of each campaign and analyze the ROI. Testing The great thing about digital media is it’s relatively cheap and easy to do A/B testing on just about any variable to optimize your results. You can test images, headlines or body copy, offers, layouts, media placement, paid search terms. Try A against B and see which performs best. Adjusting As you move forward, listen to your test results, review your goals, and tweak. © 2012 Propeld 12-Jan-12 2 Propeld | 1603 116th Avenue NE, Suite 115 | Bellevue, Washington 98004 | info@propeld.com | 425-998-8857
  • 3. Mobile Glossary Common acronyms, buzzwords, and AKAs. 3G, 4G, LTE. Shorthand for broadband mobile CRM. Customer Relationship Management Internet. Carriers have various names for their software, a central location for storing contact, wireless technologies, all networks having marketing, and sales data on individual different reach and speeds. prospects and customers. Alerts. Time-sensitive, opt-in notifications CSC. Common Short Code. Often used for call pushed to users via apps, SMS, MMS. to action on SMS campaigns, “text to 12345.” API. Application Programming Interface. Used CTR. Click Through Rate measures response. by engineers to connect various specialized services into apps and sites, for example Feature Phone. Basic mobile phone for calling, location data, payment systems, or CRM usually with no Internet connectivity. connections. Geofence. A bounded area that triggers a App Store. Distribution mall for apps. Big ones notification as the mobile user passes through owned by Apple, Google, Amazon. the fence. For example, a nearby deal. Apps. Short for mobile applications – programs Geolocation. See GPS. that run on a smartphone or tablet. GPS. The GPS (global positioning system) in Augmented Reality. Displaying geo-located your mobile phone provides latitude and information directly in a mobile camera longitude data to applications by reading your viewfinder, like real-time directions, or virtual location via satellite. signage. Handset. Phone hardware – an iPhone, Droid, Barcodes. Mobile barcodes are similar to Galaxy, etc. product SKU barcodes – scan it to receive a HTML5. Hypert Text Markup Language 5. Latest marketing response. Usually direct consumers web standard permits rich features within web to mobile web pages, videos, apps, etc. and mobile web applications. Possible uses in Big Data. Mining into huge mountains of cross-platform app development, with heterogeneous data, looking for patterns, and limitations. extracting nuggets of insight for businesses and Landing. Web page where a user is sent upon individual consumers. tapping screen. Carrier. AT&T, Verizon, Sprint, T-Mobile, Telus. LBS. Location based services that use mobile Cloud. Services and storage running on Internet GPS data to inform maps, search results, or servers, not local computers or phones. marketing offers. CPC. Cost per Click – ad rate paid on user MMS. Multi-Media Message. Like SMS (texting), action. but for video or audio. CPM. Cost per Thousand – ad rate paid on Native App. Optimized for a particular mobile number of impressions. platform: Android, iOS, Windows, Blackberry. © 2012 Propeld 12-Jan-12 3 Propeld | 1603 116th Avenue NE, Suite 115 | Bellevue, Washington 98004 | info@propeld.com | 425-998-8857
  • 4. NFC. Near Field Communication – a mobile UGC. User Generated Content. Photos, reviews, phone close to a reader to do payment, social shares used in your sites and apps. ticketing, rewards, coupons, etc. URL. Uniform Resource Locator. Usually, this NPII. Non-Personally Identifiable Information. just means “location of a web page,” but it can Metrics and stats tied to a single user, but not mean the link to an image, video, or other file on enough detail to associate an identity to the the Internet. user. WOM. Word of Mouth. Often used as shorthand OS. Operating Systems. Largest smartphone for social media. operating systems are Google Android and Apple iOS, with Blackberry, Windows Phone, A much longer and more detailed glossary is and others holding a much smaller share. available at Mobile Marketing Association, http://mmaglobal.com/glossary.pdf. QR Codes. Quick Response codes. See Barcodes. SEM. Search Engine Marketing. Buying your way up the results with a paid ad. SEO. Search Engine Optimization. The science of making web pages rank higher in Google, Bing, Yahoo, and other search engines. Smartphone. Mobile phone plus mini-computer for Internet-connected applications like email, calendar, web browsing. SMS. Short Messaging Service. Another name for texting. Social. Facebook, Twitter, and other services that connects contacts. SoLoMo. Buzzword for Social-Mobile-Location, three key converging marketing trends. Tablet. Apple iPad, Samsung Galaxy, and other small, portable devices that connect to the Internet wirelessly. Counts often include readers like Amazon Kindle. Tablets Generally used more for media consumption and communication more than creation and productivity. Texting. Instant messaging via phone. Somewhere between a phone call and email on communications continuum – immediate but non-interruptive. © 2012 Propeld 12-Jan-12 4 Propeld | 1603 116th Avenue NE, Suite 115 | Bellevue, Washington 98004 | info@propeld.com | 425-998-8857