Introduction to Mobile Marketing - The complete tutorial

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

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

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

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

9. 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, (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com ACT!

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

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

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

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

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

17. Mobile Search Mobile search is mainly operated by Google, The 93,64% of mobile search is made using google (source: Statcounter.com july 2013) (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com

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

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

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

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

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

26. Why you should focus on Mobile Marketing 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. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com

27. Why you should focus on Mobile Marketing 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... (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

70. Geolocation & Geotargeting  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. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com

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

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

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

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

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

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

79. Mobile Coupons - Passbook 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 (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com

80. Mobile Coupons - Passbook 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. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com

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

82. Mobile Coupons - Beevou 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. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com

83. Mobile Coupons - Beevou 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. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com

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

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

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

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

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

90. Loyalty programs & mobile 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 (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com

91. Loyalty programs & mobile 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. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com

92. Loyalty programs & mobile 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. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com

93. Loyalty programs & mobile 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. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com

94. Loyalty programs & mobile 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. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com

95. Loyalty programs & mobile 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. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com

96. Loyalty programs & mobile 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 (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com

97. Loyalty programs & mobile 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) (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com

98. Loyalty programs & mobile  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. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

123. Consumer Feedback & surveys 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. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com

124. Consumer Feedback & surveys 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. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com

125. Consumer Feedback & surveys 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 (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com

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

127. Consumer Feedback & surveys 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. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com

129. Creating your own mobile app 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 (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com

130. Creating your own mobile app 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. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com

131. Creating your own mobile app 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. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com

132. Creating your own mobile app 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... (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com

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

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

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

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