Mobile Marketing Seminar

How mobile Marketing can increase your
sales and profits
01/02/11 – Puerto Rico
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"NOTICE: Proprietary and Confidential

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http://www.youtube.com/watch?v=Ytt0cXKi-NM
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Salomon Dayan:
Email: sdayan@lih.com
Twitter : http://twitter.com/sedayanr
LinkedIn: http://do.linkedin.com/in/salomondayan
Slideshare: http://www.slideshare.net/sedayanr
Google+:
https://plus.google.com/109134724726450874915
Website: http://lih.com/

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#LopitoWorkshop

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All the content of this document (text, figures, lists, financial information, graphics, design, diagrams, as well as other graphic elements
and/or audio and videos), whichever is the format used (paper or electronic), is confidential and proprietary to LIH. This document includes
ideas and information based on the experience, know-how, intellectual/creative effort of LIH. For these reasons, this material shall not be
used, reproduced, copied, disclosed, transmitted, transformed, commercialised or communicated, in whole or in part, neither to third parties
to the public, without the express and written consent of LIH”
http://mashable.com/2011/12/13/mobile-trends-2011/#view_as_one_page-gallery_box3467
http://www.slideshare.net/jeremiah_owyang/developing-a-mobile-strategy
http://www.mobilemarketer.com/cms/opinion/columns/11308.html
http://www.marketingdirecto.com/especiales/marketing-movil/por-primera-vez-en-la-historia-se-venden-mas-smartphones-que-ordenadores/
http://mashable.com/2012/01/02/text-messages-decline-worldwide/
http://onlinebusiness.volusion.com/cats/marketing-promotion-ecommerce/content-marketing
http://www.pocket-lint.com/news/38795/what-is-augmented-reality-ar
http://www.digitalfamily.com/mobile/app-v-web-Chart.html
http://www.slideshare.net/eMarketerInc/emarketer-webinar-mobile-advertising-and-marketingkey-trends-and-benchmarks-9925333
http://www.mobilemarketer.com/cms/opinion/columns/11811.html
http://www.rohitbhargava.com/2011/01/a-guide-to-geolocation-geosocial-marketing-in-2011.html
http://www.slideshare.net/dlin5/geo-loc-services01-4491918
http://www.roseindia.net/technology/LBS/types-of-lbs.shtml
http://en.wikipedia.org/wiki/Location-based_service
http://www.forbes.com/sites/ciocentral/2011/11/07/the-benefits-of-geolocation-marketing/
http://www.socialmediaexaminer.com/how-to-use-geolocation-in-your-marketing-initiatives/
http://www.youtube.com/watch?v=hpwiU5Kigic
http://www.slideshare.net/360digitalinfluence/ogilvy-on-how-to-use-foursquare-for-business
http://www.intomobile.com/2011/12/23/were-top-mobile-trends-2011-infographic/
http://thenextweb.com/socialmedia/2011/01/18/the-rules-of-geolocation-marketing/
http://www.youtube.com/watch?v=N2Q1BEC0mnk&feature=related
http://searchengineland.com/14-differences-between-smartphone-search-desktop-search-results-74687
http://www.digitaltrends.com/mobile/verizon-att-t-mobile-back-isis-mobile-wallet-system/
http://en.wikipedia.org/wiki/Near_field_communication
http://www.macrumors.com/2011/11/22/apple-on-track-for-nfc-enabled-iphone-in-2012/
http://techcrunch.com/2011/10/05/lack-of-nfc-in-iphone-4s-wont-impact-market-say-analysts/
http://creative.discovery.com/thedigitalist/?p=854
http://www.youtube.com/watch?v=N2Q1BEC0mnk&list=FLYTbOwyStXkmOte_UBO_vtg&feature=mh_lolz
http://www.taketheleap.ca/2011/12/the-medium-is-the-message/
http://searchengineland.com/local-search-a-multi-site-cross-platform-affair-report-86530
http://searchengineland.com/google-mobile-query-growth-dramatically-higher-than-pc-38203
http://searchmobilecomputing.techtarget.com/definition/mobile-search
http://mobruleblog.com/post/4206538682/infographic-state-of-mobile-marketing-2011 8
http://mashable.com/2011/11/10/smartphone-multi-tasking/

Main Objective

Outline available mobile
technologies so clear the
path for your mobile
strategy

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Today’s Discussion

• Why Mobile?
• Value Chain & Context
• Mobile Marketing Funnel

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http://prezi.com/etk7c6mz8t5e/smarphone-trends-2011/
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Wireless Line Growth
Wireless

Landline

77% of Puerto Rico Population have a
Mobile Phone
Source: Junta Reglamentadora de Telecomunicaciones & TGI 14

Type of Device

Regular Phone Smartphone Doesn’t Know / Not
Answered

Source: SME Puerto Rico - 2010 15

Browse Mobile Internet

No Si

Media cannot live without
From the following, which cannot you live without?

Mobile
Internet

iPod

Cable TV

Local TV

Radio

Not Answered

Newspapers

Magazine


Generic Value Chain

Source: Chetan Sharma 2006 18

Generic Value Chain

Source: Chetan Sharma 2006 19

Basic Mobile Marketing Types

Connect
Messagin
Real Platforms LBS Ads
g
World
Location
QR Code / AR SMS Apps/Sites Based- Display/Search
Services

Thanks for visiting Six
Flags Magic
Mountain. We hope
you had a great time.

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What QR Codes are

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QR Codes

QR codes, or quick
response codes,
are two-dimensional
barcodes

QR code can be
produced on any
surface with
sufficient contrast

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QR Capabilities
• Offline:
Make Call
Automatic info to a
SMS

• Online:
Go to site
Watch video
Facebook Like
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Examples

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AT&T Parranda Commercial has
more than 15,000 video views 25

Take into consideration

Consider that consumer must have a
Scanning App in their phones

Know what and how many media
channel will be used

Branded or Unbranded

Development and testing might take between 2
days to a week (depending on variables)

Remember that the linked page must be
mobile friendly
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Augmented Reality

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Technology now available for
consumers

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Source: Google Insight Trends for Website

Augmented Reality

Super-imposing of
computer generated
content over a live
view of the world.

What is does is to
enhance the world
around us

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All this initiatives need that Consumers have an
Scanning App

Consider the production behind your tactic; so
as to be engaging and meet objectives

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Text Messages

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SMS/MMS Club

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SMS/MMS Club

Send Keyword to
Short Code
123456

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SMS/MMS Club
When subscribed
customers get
targeted Messages

Recuerda hoy Miércoles
estamos en Festival
Belleza de Plaza. Más info

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SMS/MMS Club

Festival de Belleza en
Sears. Ofertas e info en
m.MiSite.com

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Who are my Consumers
SMS campaigns gatherLate Adopters?
Are they Tech-savvy or database and
start the conversation with consumer

Would from Set up investment an App or fit
Apart they download and use (short code,
better in mobile web?
system), also consider the cost of Messages
(MT) and Platform Maintenance

Are they still use Blackberry or have
Ensure complying with Advertising and
Opt-in guidelines andor iOS? to
move to Android easy way
Opt-out (legal)
Shall we use QR Code or Augmented
Development and testing might take around
Reality? Will they know?
2 - 4 weeks (depending on Carrier’s Short Code
approvals)
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Apps & Web

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Native App Web App

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App fragmentation

Source: E-Marketer Webinar – Feb 2011 40

Native Vs. Web

Native App Web App

✓
Downloaded from the iTunes Store, the
Android Market, the Amazon Appstore,
or a similar service

If you want to publish to many devices at
once ✓
Flash animations (normal in

✓
If you want to create high-end interactive desktop) does not work on
games or other rich media with Apple (and other) devices,
advanced interactive features but HTML5 is becoming the
new interactive option

If you want to spend as little money as
possible . ✓
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Users do not want to be overloaded by
content. They want what they want, when
they want it, and then they move on

Evolve from point+click to touch-and-
swipe. Take full advantage of the
new and simpler way that mobile users
interact with content

move to Android or iOS?

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Mobile
Responsive
Design allows us
to adapt with ease
Mobile features to
Tablets

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Location Based-Services &
Near Field Communications

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Location Based-Services

Location-Based
Service (LBS) is an
information or
entertainment
service and utilizes
the Global
Positioning System
(GPS) of the mobile
device

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Location Based-Services

Local targeting
through geolocation
gives merchants the
tools they need to
get information for Thanks for visiting Six Flags
Magic Mountain. We hope
discount coupons, you had a great time. Come
back next for for the
upcoming Labor Day
online deals weekend and get 2 for 1
tickets.

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Types of LBS

Created and generated direct by the
brand

3rd party LBD Platforms

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3rd Party LBS

2 platforms currently
dominate the space:
Foursquare and
Gowalla

Although differences,
At their core, they
are very similar

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3rd Party LBS

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Incentivize your most loyal brand
advocates

Create rewards and
reinforcements that meet your
business objectives

3rd Party LBSs are games above
anything else; be entertainment and
encourage social sharing

Effectively target consumers at the most
important point in the consideration cycle –
POS but also train your staff
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Near Field Communication

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Mobile Ads

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Mobile Display Ads

Sold on Cost Per
Click (CPC), Cost
Per Impression
(CPM)

Platforms include
iAd (Apple), Ad Mob
(Google) and all
main Portals

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Banner + Video Custom Ads App Integration

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Shine on
iPad with
banner

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Full ad
canvas with
multiple
videos

- Video
plays
automaticall
y

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Mobile CTR vs. Desktop CTR

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Mobile Search Ads

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Mobile Search Ads

Users are much more
likely to be conducting
local searches for
information specific to
the area they're
connecting from

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Mobile Search Ads

Less competition
vs. traditional
desktop search

Include Click-To-
Call and Click-to-
Map

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Mobile Targeting Options

Geographic (by country,
State)

Demographic (age, gender)

By Platform (iOS, Android,
Blackberry)

Day and/or Time of Day

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Mobility Context

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Medium & Context
Features What it means:
GPS Location-Aware

Intimate &
Touch
Interactive

Physical
Sensor (A/V)
intelligence

Personal &
Contacts
Social

Relevant at
Portability
POC

Source:Jeremiah Owyang - Presentation: Developing a Mobile Strategy 64

Mobility Definition

‘Mobile’ refers to the user,
and not the device or the
application.

Source: Book - Designing the Mobile User Experience - Barbara Ballard 65

Who are my Consumers

Are they Tech-savvy or Late
Adopters?
Would they download and use an
App or fit better in mobile web?

move to Android or iOS?

Shall we use QR Code or
Augmented Reality? Will they know?

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Mobile Funnel

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Marketers’ Mobiles Objectives

Source: E-Marketer 68

Traditional Marketing Funnel

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New Marketing Funnel
Awareness

Consideration

Intent

Purchase

Support

Loyalty

Advocacy
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2012 Mobile Marketer of the
Year

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Awareness

Consideration

Intent

Purchase

Support

Loyalty

Advocacy
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• SMS Short Codes
Awareness • QR/Image Codes
• Display/Search Ads

Consideration

Intent

Purchase

Support

Loyalty

Advocacy
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Starbucks drives summer drink sales via
targeted mobile campaign

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• SMS Short Codes

• SMS Alerts
Consideration • QR/Image Codes
• Display Ads
• Mobile site/Apps

Intent

Purchase

Support

Loyalty

Advocacy
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• SMS Short Codes

• SMS Alerts
• Display Ads

• SMS Geo-Fence
Intent • Location-Based services
• Mobile Apps (Coupons)
• IVR/Click-to-Call
Purchase

Support

Loyalty

Advocacy
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Starbucks brings coffee to life via interactive
augmented reality app

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Starbucks location-based mobile campaign with
major carrier

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Starbucks location-based mobile campaign with
major carrier

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• SMS Short Codes

• SMS Alerts
• Display Ads

Intent • SMS Geo-Fence
• Location-Based services
Purchase
• Mobile Apps (check-ins,
deposits)
Support • Mobiles Sites (FAQ, Info)

Loyalty

Advocacy
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Starbucks targets younger demo with Lady Gaga
scavenger hunt

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Starbucks targets younger demo with Lady Gaga
scavenger hunt

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• SMS Short Codes

• SMS Alerts
• Display Ads

Purchase
deposits)
• Mobiles Sites (FAQ, Info)
Support

• LBS 3rd Party
Loyalty • Mobile Apps

Advocacy
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Starbucks Foursquare Barista badge

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• SMS Short Codes

• SMS Alerts
• Display Ads

Purchase
deposits)
• Mobiles Sites (FAQ, Info)
Support

• LBS 3rd Party
Loyalty • Mobile Apps

• SMS Alerts
Advocacy • Mobile Apps (i.e rewards)
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Starbucks mobile payment program exceeds
26M transactions

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Starbucks mobile payment program exceeds
26M transactions

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Final Takes
Understand how your audience interact with mobile and
integrated with media mix

Create opt-in database, as it is uniquely personal and
intimate medium and connected to your Customer
Relationship Marketing (CRM)
Let the message and product/company cycle choose the
medium and deliver several mobile tactics to provide a
mobile presence

Not only Marketing; Seek input from different departments:
marketing, sales, support and customer relationship

Measure everything
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One More thing…

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80% of
people multitask on
a mobile device
while
watching TV

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Instagram

Instagram has been consistently growing in
PR; reaching up to 1,000 monthly
searches
Instagram Searches – Puerto Rico

Source: Google inc. 107

Instagram

Early adoption by designers, artist, photographer;
Trendsetters but extending to regular
consumers

Source: Google inc. 108

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Questions
Salomon Dayan:
Email: sdayan@lih.com
Twitter : http://twitter.com/sedayanr
Slideshare: http://www.slideshare.net/sedayanr
LinkedIn: http://do.linkedin.com/in/salomondayan
Google+: https://plus.google.com/109134724726450874915
Website: http://lih.com/

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