Umsl mm spring 15 mod 7 030615

Mobile Marketing
Mobile Marketing
7.0 Discoverability & Promotion

Mobile Marketing
Mobile App/WebApp Build
Key Take Aways from last week
4.0

Mobile Marketing
The Mobile Landscape
Sharma, Chetan, Annual state of_global_mobile_industry_2012_Chetan_Sharma_Consulting. April 29, 2012
1.0

Mobile Marketing
The Mobile Landscape
What is Mobile Marketing?
1.0
…and, sales reels ‘em in.
unknown
Marketing hooks ‘em…

Mobile Marketing
Mobile Marketing Planning
Why A Plan?
• Serves as an ongoing, written Road Map
• Starts & sparks creative thinking
• Allows you to assign responsibilities and tasks
• Helps you make strategic decisions and
evaluate tactics
• Manage budget
• Manage program schedule
• Analysis of product/service
• Measure and track results
• Can be used for management buy-
in/consensus
• Cover yourself in difficult accountability
situations
Why Not?
• By the time you complete a
marketing plan, it will no
longer be relevant
• You’re simply too busy
• You’re already a marketing
expert and don’t need one
• You know your business and
your customers and it’s all “in
here” (your head)
• You’re a doer and not a
planner—heck, it’s worked
well up until now?
3.0

Mobile Marketing
TACTICS, METRICS & GOALS
• Decide on Your Strategy &
Integrated Marketing Tactics
• Set Sales & Marketing Goals
• Determine Your Budget
Tinyurl.com/6ys2waz
(see if you can identify the strategy, tactics and objective
of Tesco)
3.0
Mobile Marketing Planning
The Marketing Brief/Plan: Tactics, Metrics & Goals

Mobile Marketing
Content Strategy
What is it?
(Wikipedia) Content strategy
has been described as:
• "the practice of planning the
content creation, delivery,
and governance” and
• "a repeatable system that
defines the entire editorial
content development process
for a website development
project.”
3.0
Content strategists
should strive to
achieve content
that is
• readable and
understandable,
but also
• findable,
• actionable and
• shareable
in all of its various
forms.
http://webdesign.about.com/od/rss/a/rss-and-copyright.htm

Mobile Marketing
Content Strategy
Why?
YOU control the user experience.
3.0

Mobile Marketing
Naples Concierge
Content Strategy
Other Types of Content Strategies: Inform /Top of Mind
3.0

Mobile Marketing
SnapShop Showroom: a wonderful AR application that
makes buying furniture or redecorating a room or house
much more convenient. **This one is very cool**
http://www.iphoneness.com/iphone-apps/best-augmented-reality-iphone-applications/
Content Strategy
Augmented Reality
3.0

Mobile Marketing
Content Strategy
Augmented Reality
3.0
https://www.youtube.com/watch?v=vEE6M0iW-Nw
iButterfly = AR + Learning + Mobile Marketing

Mobile Marketing
Content Strategy
What not to do
3.0

Mobile Marketing
Who is your audience?
What kinds of phones do they have?
What are the capabilities of those phones?
What integrated marketing do you currently execute
where a mobile call to action can be included?
Do you have a budget for distribution of your
mobile content?
Discoverability & Promotion
6.0

Mobile Marketing
• Different mobile content distribution tactics
• Costs, benefits, opportunities
• Importance of discovery
• App stores, search and opt-in
• Beyond the App Store
 QR Codes
 SMS
 Location-based (NFC)
6.0

Mobile Marketing
• Existing (email newsletters, social media,
billing/invoices, packaging, other)
• New (email list rental, mobile list rental, app stores,
other)
• International (translated content)
6.0

Mobile Marketing
• Existing (email newsletters, social media, billing/invoices, packaging, other)
• New (email list rental, mobile list rental, app stores, other)
• Some Examples: Display and Print
Distribution of Content: The Old Fashioned
Way
6.0

Mobile Marketing
Some Examples: Billboards
Way
6.0

Mobile Marketing
Some Examples: Point of Sale
Way
6.0

Mobile Marketing
Case Study: Woofer Magazine
• An ePublication (online and iPad
ONLY) for music industry insiders
(musicians, moguls, super-fans, etc.)
• Distributed via targeted affiliates
(ASCAP, BMI, Epiphone, Broadjam,
Notion, etc.) for a cut of the revenue
• Marketed to 4M musicians and pros in
the industry ($2.99 without code/$1.99
with code)
• Goals: Cover Costs with enough
subscriptions and advertisements of
first issue to go to profitable
subscription model. To help earn
money for Affliate partners, etc.
Distribution of Content: Affiliate Model
6.0

Mobile Marketing
Case Study: Woofer Magazine
• Are there any holes in this strategy?
• What are the obvious
advantages/disadvantages?
• What else should be done to
support sell-through penetration (on
a limited budget)?
• Do you think Woofer magazine has
a chance at surviving past the first
issue?
Distribution of Content: Affiliate Model
6.0

Mobile Marketing
Near Field Communication
6.0
34B
Tickets next 5 years (2014-2019)
48, 30,22% QR, NFC, SMS
Ticketing
Reitzen, Jarod, NFC Quickly Catching Up to QR Codes and SMS in Ticketing Market, Mobile Marketing Watch, Feb 17, 2014

Mobile Marketing
6.0
http://www.jcdecauxna.com/sites/default/files/assets/innovate/documents/studies/nfc_by_gauge_mobile.pdf

Mobile Marketing
6.0
http://www.youtube.com/watch?v=N5YWG66_ukY
NFC and Retail

Mobile Marketing
6.0
Moving forward it will be the integration of added
value services, both from a user and service provider
point of view which will spur on additional market
growth,” explains ABI Research analyst Phil Sealy.
“Added value enablement is not limited to one
singular technology type with QR codes, mobile
wallets, NFC and dedicated apps all able to expand
offerings and provide platforms from which added
value can be enabled.”
Reitzen, Jarod, NFC Quickly Catching Up to QR Codes and SMS in Ticketing Market, Mobile Marketing Watch, Feb 17, 2014

Mobile Marketing
6.0
Access Control / Mobile Key
• Ensure secured office area access for personnel with NFC phone and
contactless reader
• Use NFC phone to access to the hotel rooms
• Use NFC phone to board public transit
Advertising / Promotion
• Use NFC tags to deliver coupons
• Use NFC tags to deliver mobile apps
Asset Management
• Use NFC phones to read smart tags per product for inventory control
• Use NFC phone and tags to keep track of library books
Configuration Management
• Use NFC phone to configure settings on different devices; for example;
switching speaker on to play music in a particular setting; switching WI-FI off in
a particular setting.
From developer.att.com site…

Mobile Marketing
6.0
ID Management
• Use NFC phones to authenticate a person’s identity for a loyalty program
• Use NFC phone for digital signature applications
Information Exchange
• Use NFC phones to exchange data or contact information
• Use NFC phones to exchange photos
Information Gathering
• Read product history from smart tag to NFC phone
• Use NFC phones to read patient history from smart card or phone-to-phone
Mobile Payment
• Secure payment with NFC phones at contactless POS
Reporting
• Use NFC phones to track patient visits
• Record activities performed by health care workers with NFC devices and
smart tags
• M2M cases by reading information and writing to the NFC tags
From developer.att.com site…

Mobile Marketing
Near Field Communication – Smart Posters
6.0
http://www.jcdecauxna.com/sites/default/files/assets/innovate/documents/studies/nfc_by_gauge_mobile.pdf

Mobile Marketing
6.0
http://www.youtube.com/watch?v=QUNVdgS4IHc
Wet N Wild NFC case study

Mobile Marketing
6.0

Mobile Marketing
6.0
http://www.youtube.com/watch?v=FE2I6G2_ogk
Interactive Band Aids????

Mobile Marketing
In-Store
6.0

Mobile Marketing
iTunes App Store
• Closed system: Apple exerts
complete control over distribution.
• Apps can only be downloaded at
one point of purchase
• Superior development platform and
marketing exposure.
• Finite number of devices
Android Market (and more)
• Open development/distribution
environment.
• Multiple points of purchase (Amazon,
GetJar, etc.)
• Multiple development platforms
• Carrier/manufacturer agnostic
• Need to test on multiple devices
From Appolicious “Best Practices for Developing
and Marketing Mobile Applications”
Distribution of Content: App Stores
6.0

Mobile Marketing
• Costs ($99 to be iOS developer)
• Shared costs with platform provide(i.e.
iOS 30%)
• Time to Market (approval, etc. can take
up to 4 weeks!)
• Some Developer Expertise
• Still have to promote
• Most are singular platform (except for
GetJar, for ex)
• Updates/changes/edits can be tedious
• Customer data (i.e. iOS does not provide
customer info or credit card info)
• Limited opportunities for sponsorship
inclusion
• Ease of use for customer to search,
find and download
• Potential for revenue/income
• Opportunity to be featured
• Stats and analytics (i.e. GetJar has
phone, platform, location, etc.
DISADVANTAGES ADVANTAGES
Distribution of Content: App Stores
6.0

Mobile Marketing
“Unless you’re spending “preferred placement” dollars
to be in the top 10, your place in the App Store is akin
to being on a shelf in the IKEA warehouse. Without a
map or directions, it’s likely your app won’t be found.
SMBs need to look beyond app store distribution and
treat their mobile offerings as they would any other
marketing vehicle: part of an integrated approach
that ties closely to established business objectives.”
Distribution of Content: Beyond the App Store
6.0

Mobile Marketing
• Short for “quick response” codes, were generated
in Japan a couple of decades ago.
• Bar codes are linear one-dimensional codes and
can only hold up to 20 numerical digits, whereas QR
codes are two-dimensional (2D) matrix barcodes
that can hold thousands of alphanumeric
characters of information. Their ability to hold more
information and their ease of use makes them
practical for small businesses.
• When you scan or read a QR code with your
iPhone, Android or other camera-enabled
Smartphone, you can link to digital content on the
web; activate a number of phone functions
including email, IM and SMS; and connect the
mobile device to a web browser.
http://www.socialmediaexaminer.com/how-qr-codes-can-grow-your-business/
Distribution of Content: QR Codes
6.0

Mobile Marketing
6.0
According to the findings of a new study
published by comScore MobiLens and the
Mobile Marketing Association, young males in
the United Kingdom are the individuals most
likely to scan QR codes.

Mobile Marketing
6.0
Among the three million British mobile users who
have scanned QR codes, almost two thirds
(63%) were men, with women
making up the other 37%.
25 to 34-year-olds claimed the number one spot
among most likely QR code scanners with 18 to
24-year-olds coming in second. Those deemed
least likely to scan a QR code are 45 to 54-year-
olds.

Mobile Marketing
• QR code Generators – There are a number of sites for generating QR codes
and they’re all free. An Internet search for QR code generator will offer
many choices.
• Kaywa, a site created by Datamatrix, which is another pioneer of 2D
codes. You can use it to create QR codes that link to a web page, text,
phone numbers, or SMS.
• Another with even greater capabilities, including customizing the color
and format of your codes is Kerem Erkan.
• QR code Readers – The QR code reader app that works well on my iPhone is
i-nigma, which claims to be the most widely used reader in the world. It
accommodates virtually any type of camera phone. For the android, you
can also try Barcode Scanner. If you already own the popular price-
checking app Red Laser, they’ve recently adapted their technology to
accommodate QR code reading.
6.0

Mobile Marketing
• Sharing
• Community
• Calls to
Action
• SEO and
Social Proof
• Analytics
6.0

Mobile Marketing
Where
QR Codes could be used:
• The back (or front and back) of your
business card.
• Your brochures and other marketing
materials.
• The sides of trucks and trailers.
• Product tags and packaging
• Convention and event nametags
• Restaurant menus
• Event ticket stubs
• Point-of-sale receipts
6.0

Mobile Marketing
What
QR Codes could link to:
• Installation instructions
• Sources for replacement parts and service
• Directions to your business
• The process for hiring your professional
services
• Valuable coupons and special offers
• Recommendations for complementary
products and services
• Free mp3 downloads
• Customer feedback forms
6.0

Mobile Marketing
How you can you maximize your effectiveness with QR
codes:
• Provide explanations about their use and benefits
• Encourage actions that support your marketing plan
• Assuage the fears of the technically challenged
• Give reasons to come back
• Experiment with the size, location, and color of your
QR codes
• Study your analytics
• Make the process fun, such as a QR code scavenger
hunt
• Experiment
6.0

Mobile Marketing
6.0

Mobile Marketing
6.0
http://adland.tv/commercials/condom08-qr-code-condoms-app-
promote-safe-sex-2011-case-study-sweden

Mobile Marketing
6.0
http://www.youtube.com/watch?v=1N6EdgN3FUU

Mobile Marketing
Search
6.0
Ticketing
http://www.emarketer.com/Article/Desktop-Search-Decline-14-Billion-Google-Users-Shift-Mobile/1010668#wXmYBvTx8J5V0Lwf.99
Overall desktop ad
spending set to
decline in 2014 while
mobile grows
83.0%

Mobile Marketing
Search
6.0
Ticketing
http://www.emarketer.com/Article/Desktop-Search-Decline-14-Billion-Google-Users-Shift-Mobile/1010668#wXmYBvTx8J5V0Lwf.99
In the scope of Google’s overall ad
revenues, mobile search is gaining
significant share. Up from 19.4% in 2013,
mobile search will comprise an estimated
26.7% of the company’s total ad revenues
this year.
Desktop search declined to 63.0% of
Google’s ad revenues in 2013, having
already fallen from 72.7% in 2012.

Mobile Marketing 6.0
• Objective: drive new and existing customers to
its locations.
• To add an incentive to get consumers to scan
the mobile bar codes, the restaurant chain
offered prizes.
• Offers in-store consumers the chance to win a
dream vacation to Maui for four, among other
prizes such as sporting goods and gift cards
when they scan the mobile bar code found
inside every restaurant.
• When consumers scan the QR code, they are
encouraged to enter the grand prize trip.
Customers are more inclined to scan QR codes
when there are prizes attached as incentives.
From Kat, Rimma, “Top 10 QR Code Campaigns for 2012,”
Mobile Marketer, July 9, 2012.
Distribution of Content: Best Practice

• Objective: drive engagement, support campaign
and facilitate mobile purchase behavior.
• Walmart partnered with Procter & Gamble on a QR
code campaign where mobile bar codes were
placed on bus shelters and trucks (NY & Chicago
mkts).
• Consumers were encouraged to scan and instantly
buy products from brands such as Tide, Pampers
and Gillette. Samples were also provided.
• The mobile storefronts featured nine limited-edition
Olympic SKUs, as well as mobile bar codes next to
products such as Bounty towels, Iams dog food and
Pampers Cruisers.
• When consumers scanned the QR codes, they
were redirected to Walmart’s mobile site where
they can buy the product.
From Kat, Rimma, “Top 10 QR Code Campaigns for 2012,”Mobile Marketer, July 9, 2012.

• Objective: build their database of customers
• To build its email database, Jamba Juice
placed QR codes on its in-store signage. In
addition to growing its database, consumers
can also opt-in to receive exclusive offers and
discounts by becoming an insider.
• When consumers scan the mobile bar code,
they are redirected to the company’s mobile-
optimized page where they can become an
insider.
Encourages consumers to enter their information
such as name, email, birthday, ZIP code and
mobile phone number. This lets the company learn
more about its customers and better target them
going forward.
From Kat, Rimma, “Top 10 QR Code Campaigns for 2012,”
Mobile Marketer, July 9, 2012.

Mobile Marketing
App marketing
6.0
(True or False)
“By placing my app in an app store, users will
automatically find it and my
app will be a success.”

Mobile Marketing
App marketing
6.0

Mobile Marketing
6.0
“53 % of app downloaders learned about the
app through a search in the app store.”
“Half of app store searchers go straight to
top-rated category to browse and
34% sort by most popular.”
“54%of app downloaders prefer friends and
family recommendations on apps which
means that marketers should think about how
to use social media channels as much as
possible to aid in discovery.”
David Gill, VP of emerging media at Nielsen
Kats, Rimma, “App Discovery Still an Ongoing Struggle for Marketers,” Mobile Marketer, September 10, 2012
Search, Top-rated, Most Popular
and Friends & Family

Mobile Marketing
How will you stand out in a
crowded app market?
How will you get loyal users
(those that will monetize)?
How will you get
volumes of users efficiently?
6.0

Mobile Marketing
Discoverability
Love
3.0
https://www.youtube.com/watch?v=dCr2Alwim84&playnext=
1&list=PLC324852A60041D85
Beatles “Love”

Mobile Marketing
Paid
• Targeted rich media display and search advertising designed to drive high-
volume downloads from users that have a high potential for long term
engagement
• Mobile SEM, Display, etc. (Cost per download/install)
• Examples: Google Search, Admob, Admodo, Greystripe, Millenial Media,
mAdvertise, AOL, Jumptap
Owned
• Optimization of app store landing pages, desktop websites, email, PR and
development of custom content and campaigns to raise awareness
• Appstore keyword visibility, App metadata, Categorical positioning, Brand
website, Twitter, Facebook, etc.
Earned
• Positive sentiment and word of mouth through social channels and influencer
outreach to raise awareness and increase engagement
• Directory submission, blogs, influencers, social, PR
• Examples: MacWorld, AppCraver, TechCrunch, AppShopper, Appstream
The Key to Successful App Marketing
Right Combo of Paid, Owned and Earned Media
6.0
Organic and
more long-term
engagement &
awareness
Drive initial
downloads
Pasqua, Rachel, “Mobile App Marketing”

Mobile Marketing
Different types of dedicated mobile
marketing vehicles:
1. Ad Networks (i.e. admob, Velti, appla)
2. Real-Time Bidding Exchanges (i.e.
mopub, Nexage, Smaato, Google)
3. Incentive Networks (i.e. FreemyApps,
Sponsorpay)
4. Premium Traffic (i.e. Pandora, The
Weather Channel and Twitter)
Paid Media -- Where Mobile Users Are…
6.0
Fiksu “10 Big Brand Strategies for Mobile Marketing”

Mobile Marketing
Owned Media – Keywords, etc.
6.0

Mobile Marketing
Targeting is more difficult than online
Downloads don’t necessarily lead to loyal users
App store dynamics keep changing
Organic vs. Ad-driven users
Challenges
6.0
Fiksu “10 Big Brand Strategies for Mobile Marketing”

Mobile Marketing
“Make sure they (customers) know
about your app through your
existing channels.”
“Marketers must arm themselves
with strong marketing technology.”
Words of Advice
6.0

Mobile Marketing
Outsourced App Marketing Agencies
6.0

Mobile Marketing
• Remember mobile marketing is about to engagement and response. Therefore, like any
other marketing tactic in your mix it’s important to promote your content and drive
discoverability and distribution.
• It’s important to keep in mind and/or take inventory of (as part of your mktg brief!):
 Who is your audience?
 What kinds of phones do they have and capabilities of those phones?
 What integrated marketing do you currently execute where a mobile call to action can
be included
 Do you have a budget for distribution of your mobile content?
• App stores are a great way to distribute your app. However, they come with advantages
and disadvantages. Most do little to promote discoverability for budget-conscious small
businesses
 Some Disadvantages include single platform, costs, skillset, time to market, customer
data management, etc.
 Some Advantages include: ease of use for customers, stats and analytic tracking
• SMBs need to look beyond app store distribution and treat their mobile offerings as they
would any other marketing vehicle: part of an integrated approach that ties closely to
established business objectives.
Take-Aways
6.0

Mobile Marketing
• SMS, Location-based, App Search and QR codes are a few ways to promote your mobile
offering beyond app stores.
• QR Codes: Short for “quick response” codes, were generated in Japan a couple of
decades ago.
• Many practical uses for QR codes to distribute and promote discoverability exist (i.e.
Facebook likes, surveys/feedback forms, customer service/help desk, etc.)
• According to comScore Printed Magazines and Newspapers receive the highest
percentage of users who scan QR codes
Take-Aways
6.0

Umsl mm spring 15 mod 7 030615

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