Umsl mm spring 15 mod 2 030615

Mobile Marketing
Mobile Marketing
2.0 The Mobile Marketing
Landscape – Mobile Marketing
Tactics

Mobile Marketing 2.0
“The mobile ecosystem, for all its complexity, boils
down to three types of engagement with consumers:
app, web, and messaging.
To prevent ending up in the same boat as
predecessors who bet on the wrong business model,
marketers are clamoring to figure out which channel
will remain relevant in the future.”
According to Kane of MSGME, 5.17.11
http://blog.msgme.com/2011/05/17/finding-the-best-apps-v-mobile-web-vs-mobile-messaging-answer/
Mobile Marketing Tactics

Mobile Marketing
SMS Mobile Web Apps
2.0
Mobile Advertising

Mobile Marketing
2.0
http://ho9od35yvs05ejqn.zippykid.netdna-cdn.com/wp-content/uploads/2014/02/0207_WebDAMSolutions.png WebDam

Mobile Marketing
“Messaging still dominates
(mobile operators’) non-
voice revenues
worldwide.”
(Portio
Research)
Why SMS?
2.0
Nearly all phones, including
smartphones and feature
phones, have text messaging
capabilities built in.
“SMS messaging is king.”

Mobile Marketing
Why SMS?
2.0

Mobile Marketing
Why SMS?
2.0
1 in 5
Marketers
Run an SMS Campaign Last Year
July 3, 2013, Marketing Charts.

Mobile Marketing
Why SMS?
2.0
81% Mobile Users
Send/Receive Text (Pew)
Pew Research

Mobile Marketing
Why SMS?
2.0
81% Mobile Users
Sent/Rec’d last 30 days (Nielson)
~98% Open Rate
Within first 3 minutes
Pew Research

Mobile Marketing
Why SMS?
2.0
81% Mobile Users
~98% Open Rate
45% Response Rate
Pew Research

Mobile Marketing
Why SMS?
2.0
81% Mobile Users
~98% Open Rate
45% Response Rate
3,417 Text Messages/mo
Age 13 – 17
Pew Research

Mobile Marketing
Why SMS?
2.0
http://text-message-marketing-review.toptenreviews.com/

SMS: Best Practice
Carl’s Jr., an American-based fast-food restaurant chain, with 1,369
locations worldwide, sent out a text message offer to customers on
May 14, 2013. The text message offer was for a $6 burger combo for
only $2.99. Not only did this text message offer get a 19% redemption
rate, the fast-food chain generated $14 in new sales for every $1 they
spent on this campaign.
Tatango.com.

SMS: Best Practice
Redbox, a company that places kiosks renting DVDs, Blu-
ray Discs, and video games in over 42,000 locations, ran
an extremely successful 10- day mobile marketing
campaign.
The company had customers text DEALS to 727272 on
each one of the ten days for a chance to save between
10 cents and $1.50 on their next rental.
To advertise the mobile promotion, which was called “10
Days of Deals”, Redbox shared it on Facebook to their
more than 3M fans, sent an email to their 30+M email
subscribers, in addition to promoting it on the then 33,000
Redbox kiosks.
The results, over 400,000 customers participated in the SMS
marketing promotion, generating over 1.5M SMS messages
in just 10 days!Tatango.com.

SMS: Best Practice
https://www.dropbox.com/s/s8toz2lhul6eqmb/Ruby%20Tuesday%20Dinner%20%26%20A
%20Movie%20MMA%20Entry%20%E2%80%94%20Creative%20Elements.mp4

SMS: Best Practice
Ruby Tuesday case study...
• Discoverability
• Integrated marketing
• Direct response
• Share of mind
• Sense of urgency
• Customer demographics

SMS: Best Practice
https://www.youtube.com/user/EzTexting
Retail: https://www.youtube.com/watch?v=oTy-MkAUXHY&list=UUryzRw-
IiK4rAiUUNc5Uiqw

SMS: Best Practice
http://www.sumotext.com/mobile-marketing-videos/mobile-marketing-videos.html

Mobile Marketing
Graphic From “The Mobile Playbook,” by Google’s Jason Spero and Johanna Wherther
Why Mobile Web?
Why Optimize? Value of Mobile Search @ Retail
7. Butcher, Dan. “More than half of smartphone owners use mobile devices in retail stores: studyhttp://www.mobilecommercedaily.com/ 2011/03/14/more-than-half-of-
smartphone-owners-use-mobile-devices-in-retail-stores-study
8. Sullivan, Laurie. “Study Analyzes Mobile Search, Buying Behavior In Retail.”
http://www.mediapost.com/ publications/article/162261/study-analyzes-mobile-search-buying-behavior-in-r.html
10. Butcher, Dan. “87pc of retailers agree shoppers can find better deals via mobile: survey.”
http://www.mobilecommercedaily.com/ 2011/01/13/87pc-of-retailers-agree -shoppers-can-find-better-deals-via-mobile-survey
13. Compuware. “What Users Want from Mobile.” 2011.
http://www.gomez.com/resources/ whitepapers/survey-report-what-users-want-from-mobile/
2.0

Mobile Marketing
Why Mobile Web? Example of Responsive Website
2.0
http://searchenginewatch.com/article/2351176/How-Responsive-Design-Increases-the-Results-of-Your-Online-Marketing

Mobile Marketing
Why Mobile Web? Example of Responsive Website
2.0

Mobile Marketing
Why Mobile Web? Example of Responsive Email
2.0
http://searchenginewatch.com/article/2351176/How-Responsive-Design-Increases-the-Results-of-Your-Online-Marketing

Mobile Marketing
What on the Mobile Web
2.0
Monetate Q1 2013 Ecommerce Quarterly.

Mobile Marketing
Why Mobile Apps?
2.0

Mobile Marketing
Why Mobile Apps?
2.0
41apps/phone
Avg owned by smartphone
user up 28% from last year1
1. Lunden, Ingrid, “Nielsen: U.S. Consumers Avg App Downloads Up 28% To 41; 4 Of 5 Most Popular Belong To Google”
2. Flurry Analytics

Mobile Marketing
Why Mobile Apps?
2.0
41apps/phone
75B app downloads
apple in 2014 (Statista.com)
2. Flurry Analytics

Mobile Marketing
Why Mobile Apps?
2.0
41apps/phone
75B app downloads
74% is US growth from 2014
App usage in US2
apple in 2014 (Statista.com)
2. Flurry Analytics

Mobile Marketing
Why Mobile Apps?
2.0
Mobile app usage soared in 2014.
Mobile apps generated the most revenue in Japan, South Korea and the US.

Mobile Marketing
Why Mobile Apps?
2.0
Facebook and Google owned the top 5 apps in the US according to comScore.

Mobile Marketing
Mobile Marketing Planning
Why Mobile Apps?
3.0
Great Example of functional app for mfr…
https://www.youtube.com/watch?v=QOSk2DPnXAM

Apps: Best Practice
Allergy Cast case study...
• Mindshare
• Content strategy
• Mindshare
• Personalization

Mobile Marketing
Why Mobile Apps?
2.0
http://ho9od35yvs05ejqn.zippykid.netdna-cdn.com/wp-content/uploads/2014/02/0207_WebDAMSolutions.png WebDam

Mobile Marketing
Time Spent Apps vs. Web
2.0

Mobile Marketing
Laird, Sam, “Mobile Web or App which should you build first” Mashable, June 6, 2012.
Mobile App vs. Web
2.0

Mobile Marketing
Mobile App vs. Web
2.0

Mobile Marketing
Why Mobile Advertising?
2.0
Hoezel, Mark, Feb 10, 2015, Mobile Advertising Is Exploding And Will Grow Much Faster Than All Other Digital Ad Categories
Read more: http://www.businessinsider.com/mobile-is-growing-faster-than-all-other-ad-formats-2014-10#ixzz3SqIGFzcn
Mobile is growing faster than all
other digital advertising formats in the
US, as advertisers begin allocating
dollars to catch the eyes of a growing
class of "mobile-first" users.
New data from BI Intelligence finds
that US mobile ad spend will
top nearly $42 billion in 2018, rising by
a five-year compound annual growth
rate (CAGR) of 43% from 2013.

Mobile Marketing
2.0
http://mashable.com/2014/12/10/mobile-ad-spending-dominate-world/

Mobile Marketing
2.0
https://www.youtube.com/watch?v=LCxybJDcp1E

Mobile Marketing
2.0
Hoezel, Mark, Feb 10, 2015, Mobile Advertising Is Exploding And Will Grow Much Faster Than All Other Digital Ad Categories
Read more: http://www.businessinsider.com/mobile-is-growing-faster-than-all-other-ad-formats-2014-10#ixzz3SqIGFzcn
Here are some of the key takeaways:
• Display and video will be the fastest-growing mobile ad formats as digital ad
dollars quickly shift from desktop to mobile, and ad products improve. US
mobile display and mobile video ad revenues will grow at an astonishing CAGR
of 96% and 73%, respectively, between 2013 and 2018.
• But search and social media will still account for the largest share of US mobile
ad revenue during the forecast period. Search is a strong format on mobile
because of its convergence with local-mobile targeting.
• Mobile programmatic ad revenues, including ads sold through real-time
bidding (RTB), will account for 43% of US mobile display-related ad revenue in
2018, up from only a 6% share in 2013. But programmatic will still be limited by
the lack of robust cookie-based targeting on mobile.
• In-app mobile ads perform much better than mobile web ads, and ad spend
will likely follow performance and usage. In-app click-through rates averaged
0.56% globally compared to 0.23% for mobile web ads during the first half of the
year, according to Medialets.

Mobile Marketing
2.0
http://venturebeat.com/2013/06/12/the-top-10-mobile-advertising-companies/
Top 10 Mobile Advertising Companies
1. Google Admob Ads
2. Millennial Media
3. Apples iAd
4. Flurry (yahoo)
5. inMobi
6. Chartboost
7. MoPub
8. Amobee
9. Euclid Analytics
10. HasOffers

Mobile Marketing
2.0
http://techcrunch.com/2014/10/07/facebook-audience-network-ads/
Facebook’s “Audience Network” lets any advertiser buy any third-party app host ads powered
by its targeting data. Audience Network isn’t a separate set of ad inventory from what’s
available in Facebook’s own apps and site with a direct buying interface.
Instead, it’s “a simple way to extend Facebook advertising buys across mobile apps to increase
relevancy for people, yield for publishers, and results for advertisers” using the same Facebook
biographical, interest, and activity targeting data, according to Audience Network’s product
manager Sriram Krishnan.
Audience Network is a way for Facebook to earn money by leveraging its personal data trove
for targeting without cluttering its own service with any more ads.
It gives developers an easy option for monetization by hosting Facebook’s ads, while letting
advertisers get in front of more people in a certain demographic more frequently than if they
could only reach people on Facebook.

Mobile Marketing
“People will be more selective with the apps they
download, the sites they visit, and the lists they join–
making it mandatory that marketers figure out ways
to make…
…their apps more engaging, websites more useful,
and opt-in communication more relevant.”
2.0

Mobile Marketing
“It’s not one channel – no matter how amazing
– that’s key. It’s the strategy and execution of
different channels working together to maximize
the strengths of each.”
2.0

Mobile Marketing
“Mobile is the only media tool that allows a brand to
engage with a consumer in
any point in their media mix and
start to convert them across the purchase funnel.”
Amielle Lake, CEO Tagga Media
“CEO’s Dish on QR Codes at Mobile Marketing Summit,” 9.9.11,
2.0

Mobile Marketing
• SMS (Short Message Service)/Text
• MMS (Multi-Media Service) includes audio, pod casts and/or video streamed
content
RFRESH:
U R entered to Zero 2
Win sweepstakes
Phi@Atl. Additional
entry opt-in @
wawa.com/cokezero.
Txt WA HELP 4 info.
Msg&DataRatesMayApp
ly.
SMS
2.0

Mobile Marketing
SMS
2.0
20% of donations for Hurricane Sandy came in from
text messaging
More Here: http://www.tatango.com/blog/20-of-
donations-for-hurricane-sandy-relief-comes-from-
text-messages/

Mobile Marketing
QR Code - short for 'Quick Response' code. A 2D bar code used to drive
users to a mobile url. Common uses—print magazines, billboards, etc.
QR to Mobile Web
2.0

Mobile Marketing
Mobile Web – a website on your mobile device. In this example, a mobile
web landing page was used to drive response and engagement.
QR to mobile web
2.0

Mobile Marketing
Print to Mobile QR
Code Solution
Disney On-Stage Magazine goes out
to every teen performer who enters
the park and provides daily info on
events and showcases for music and
theatre arts appreciation.
Integrated Traditional + Mobile Campaign
2.0

Mobile Marketing
Controlling the “Shop, Learn, Buy” Experience
2.0

Mobile Marketing
• Proximity-based marketing
• Other (Mobile display advertising, Interactive & gaming, Mobile
SEO, etc.)
McDonalds interactive gaming ex: http://www.youtube.com/watch?v=7u0ij9D5S4Y&feature=player_embedded
Proximity-based Mobile Marketing
2.0

Mobile Marketing
• Near Field Communications (NFC)
McDonalds interactive gaming ex: http://www.youtube.com/watch?v=7u0ij9D5S4Y&feature=player_embedded
Proximity-based Mobile Marketing
2.0
http://vimeo.com/55645040

Mobile Marketing
NFC and Mobile Commerce
2.0

Integrated Mobile Strategy—Target
Integrated Mobile
Tactics
Mobile Couponing Shopkick

Integrated Mobile Strategy—Target
Facebook Print catalog-to mobile

Mobile Marketing
The Mobile Landscape
Common Challenges
What kind of phones do my customers have?
How can I develop a meaningful strategy beyond SMS’
140 characters?
Do I develop an iPhone only app vs. apps for several
platforms vs. a wap site?
How can I control and leverage advertising inventory?
2.0
Time, expense, skillset
& resources!
Fragmentation!
Platform, OS,
Device, Data

Mobile Marketing
Common Challenges
How can I control and manage wireless, user
(subscriber) data?
How will I distribute my mobile content?
How can I drive revenue opportunities and store traffic?
Fragmentation!
Platform, OS,
Device, Data
2.0
Time, expense, skillset
& resources!

Mobile Marketing
Common Challenges
2.0
Unlimited data plans are
slowly exiting as a plan
provided by leading
carriers in the US…

Mobile Marketing
Take-Aways
2.0
• The mobile ecosystem, for all its complexity, boils down to three types of
engagement with consumers: app, web, and messaging.
• Marketers are clamoring to figure out which channel will remain relevant in the
future.
• “SMS messaging is king.” Messaging still dominates (mobile operators’) non-
voice revenues worldwide. Nearly all phones, including smartphones and
feature phones, have text messaging capabilities built in.
• It’s essential to optimize your site for the mobile web as more customers are
searching for your brand using their mobile devices. Specifically, 40% have
turned to a competitors mobile site after a bad mobile customer experience.
• The mobile Apps market to grow to $30 billion by 2015 (Juniper) as mobile
consumers are downloading more apps than ever before.

Mobile Marketing
Take-Aways
2.0
• It’s important to recognize the different kinds of mobile marketing tactics, their
benefits, advantages and disadvantages.
• People will be more selective with the apps they download, the sites they visit,
and the lists they join – making it mandatory that marketers figure out ways to
make their apps more engaging, websites more useful, and opt-in
communication more relevant.
• Remember: It’s not one channel – no matter how amazing – that’s key. It’s the
strategy and execution of different channels working together to maximize the
strengths of each.
• (Repeat) It’s the strategy and execution of different channels working together
to maximize the strengths of each.

Mobile Marketing
Take-Aways
2.0
• Mobile is the single most pervasive technology ever invented (even moreso
than electricity)
• Mobile represents a BIG market (5.9B Globally/331M US) with BIG money
opportunities ($1.5T Global revenues).
• Marketing can be defined as getting the right message to the right audience
using the right media and methods—to grow and/or sustain profitable
customer relationships. (“Sales hooks em and marketing reels them in”). Mobile
marketing, as defined by the MMA, is a set of practices that enables
organizations to communicate and engage with their audience in an
interactive and relevant manner through any mobile device or network.

Mobile Marketing
Take-Aways
2.0
• Mobile is the fastest growing media of our time. It is so pervasive in our society
that a marketer has a pretty good guarantee someone will stop what they’re
doing and respond. It’s also an empowerment tool that allows one-to-one
communications
• Some of the benefits of mobile include it’s personal, targeted, immediate, cost
effective and green, to name a few. Mobile is the only media tool that allows a
brand to engage with a consumer in any point in their media mix and start to
convert them across the purchase funnel.

• Brands and businesses of all sizes should consider mobile marketing TODAY
because:
 Your customers are mobile
 Your competition is mobile
 Your business will likely be dependent on mobile
• It’s important to recognize the different tactics of mobile including: SMS, Mobile
Web and Mobile Applications (Apps) for communicating and influencing key
stakeholders
• Mobile is the only media tool that allows a brand to engage with a consumer in
any point in their media mix and start to convert them across the purchase
funnel
• Certain challenges exist when considering a mobile marketing strategy and
execution of mobile marketing tactics. These include but are not limited to:
fragmentation of devices and operating systems, data plans, connectivity,
cost, time and skillset
Take-Aways

• There’s a growing trend among a “new developer community” of SMBs and
even Consumers creating, publishing & distributing mobile content
• Ubiquitous, DIY tools currently exist to support increased mobile content
deployment
• It will not happen in a vacuum. Strategic planning, engaging content,
accessible tools and foresight will prevail among
Take-Aways

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