This presentation provides an overview of the mobile marketing landscape, key success factors, and examples of how different mobile tools are used in successful integrated marketing campaigns.

1. Prepared By:
Gabriela Yung
Azarakhsh Damood

2. AGENDA
▷ Definition
▷ Mobile Landscape
▷ Mobile Marketing Tools
▷ Success Criteria
▷ A Few Examples
▷ Future Trends
▷ GAME ON! #smmInteract

3. DEFINITION
“Mobile Marketing 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.”
#smmInteract

4. THE MOBILE LANDSCAPE: STATS
5.9 1.2
Billion Billion
Mobile Mobile Web
Subscribers
Users
61.3 2014
Percentage The Year Mobile
Growth of Web Usage Will
Smartphone
Overtake Desktop
Web Usage
#smmInteract

5. THE MOBILE LANDSCAPE: CONTENT USAGE
74%
Sent Text Message
48%
Used Downloaded Apps
48%
Used Browser
Accessed Social Networking 35%
Site / Blog
31%
Played Games
Listened to Music
24%
Source: comScore MobiLens, Dec 2011
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6. MOBILE LANDSCAPE: MOBILE WEB VS. APP
▷ Popularity
▷ Price
▷ More time spent on mobile
apps than mobile web
browsing
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7. WHAT DOES THIS MEAN FOR MARKETERS?
▷ Third screen = First screen
▷ Personal tool
▷ Targeted channel
▷ Ad Spend
Source: Flurry Analytics, comScore, 2011
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8. MOBILE MARKETING TOOLS
#smmInteract

9. MOBILE MARKETING TOOLS
▷ Mobile ad
#smmInteract

10. MOBILE MARKETING TOOLS
▷ Mobile ad
▷ Mobile game
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11. MOBILE MARKETING TOOLS
▷ Mobile ad
▷ Mobile game
▷ Mobile payment
#smmInteract

12. MOBILE MARKETING TOOLS
▷ Mobile ad
▷ Mobile game
▷ Mobile payment
▷ 2-D barcodes
#smmInteract

13. MOBILE MARKETING TOOLS
▷ Mobile ad
▷ Mobile game
▷ Mobile payment
▷ 2-D barcodes
▷ Location based
#smmInteract

14. MOBILE MARKETING TOOLS
▷ Mobile ad
▷ Mobile game
▷ Mobile payment
▷ 2-D barcodes
▷ Location based
▷ SMS/MMS
#smmInteract

15. MOBILE MARKETING TOOLS
▷ Mobile ad
▷ Mobile game
▷ Mobile payment
▷ 2-D barcodes
▷ Location based
▷ SMS/MMS
▷ Bluetooth
#smmInteract

16. SUCCESS CRITERIA
▷ Achieve Marketing Objective
▷ Choice, Control, Consideration
▷ Privacy Concerns
▷ Integrative Campaign
▷ Mobile Site
▷ User-friendly (search terms, call to action, mobile
capability)
#smmInteract

17. INTERCONTINENTAL HOTELS GROUP
“Book a room. Whenever. Wherever.”
▷ Objective: Reach on the move and last minute customers
▷ Tools: Google AdWords mobile ads, mobile web, app
▷ Results: Monthly traffic from mobile +20% (Revenue +91%)
▷ $10 million a month in mobile revenue in 2011
▷ 65% of app downloaders become guests same day
#smmInteract

18. HEINEKEN STAR PLAYER
UEFA Champions League
▷ Objective: Brand engagement
▷ Tools: iPhone app, Facebook connect
▷ Results: Full 90 minutes of brand engagement
▷ Social and interactive TV watching
▷ League of friends, post results to Facebook
▷ Excitement of anticipation = power of participation
#smmInteract

19. HENNESSY KAWS CAMPAIGN
2011 collaboration with NY based artist Kaws
▷ Objective: Brand awareness and engagement
▷ Tools: 2-D barcode (QR code), mobile web, SMS
▷ Results: 1.3 Milion scans of QR code
▷ Sold 420,000 limited edition bottles
▷ 1.3 Milion scans of QR code
▷ SMS for prizes, VIP status
#smmInteract

20. AJ BOMBERS FOURSQUARE PARTY
First swarm badge in the Midwest
▷ Objective: Draw crowds to restaurant
▷ Tools: Mobile app (Foursquare)
▷ Results: Flashmob party - 161 customers in one day
▷ Word of mouth on Facebook and Twitter
▷ Top three customers Royalty Loyalty menu
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21. STARBUCKS MOBILE PAYMENT
Campaign launched January 2011
▷ Objective: Customer loyalty
▷ Tools: Mobile App, 2-D barcode
▷ Results: 26 million mobile transactions in first year
▷ Value add to customers with time savings and free perks
▷ $110 Million loaded onto directly through the mobile app
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22. FUTURE TRENDS
▷ Location-Based
▷ Mobile Search
▷ Mobile Commerce
▷ Social Networking
▷ Object recognition
▷ Augmented Reality
#smmInteract

23. WHO WANTS TO PLAY?
1. Download the SCVNGR app for iPhone and Android
2. Find Schulich Social Media Class under Places or Treks
3. Play via SMS by texting SCHULICH to SCVNGR (728647)
4. Complete 10 death defying challenges to earn points
5. Winner with most points at end of next class gets to
remember their school days in style with a brand new
2012 SCHULICH YEAR BOOK!

24. THANK YOU! QUESTIONS?
#smmInteract
http://pinterest.com/azarakhsh/mobile-marketing/