1. Keep
it
Short
and
Useful:
Mobile
Marke+ng
that
Seamlessly
Fits
into
Customers’
Lives
and
Delivers
Value
SPEAKER:
Chi
Modu,
Founder
Chief
Transforma+on
Officer
diverseinsights.com
didigital.net
MODERATOR:
Alli
Libb
American
Marke+ng
Associa+on
SPONSOR:
Aquent:
aquent.com
3. Brands
Must
Align
With
Current
Informa+on
Access
Points
diverse
insights
4. What
We’ll
Cover:
•
Advantages
of
mobile
vs.
non-‐mobile
marke+ng
•
The
parts
of
the
mobile
equa+on
•
The
surprisingly
most
effec+ve
of
all
the
mobile
tools
•
How
to
effec+vely
engage
the
consumer
in
conversa+on
•
How
to
move
consumers
to
ac+on
•
Consumer
concerns
and
privacy
overview
•
Case
studies
diverse
insights
5. diverse
insights
Advantages
of
Mobile
vs.
Non-‐Mobile
Marke+ng
•
Omnipresence
•
Reduced
targe+ng
errors
•
Improved
data
management
•
Always
on
and
always
aware
•
Loca+on
awareness
•
In+mate
plaRorm
6. diverse
insights
A
Few
Stats:
•
Over
50%
of
global
popula+on
pays
to
use
mobile
device
•
75%
of
US
popula+on
or
232
million
users
of
mobile
phones
•
Mobile
banking
to
double
to
400
million
people
by
2013
Source: International Telecommunications Union,
an agency of the United Nations
Source: Pew Internet Research
Source: Juniper Research
7. Address
book
Audio
recorder
Calendar
Camera
Game
Device
GPS
Laptop
Music
player
Note
pad
Remote
control
Telephone
Television
Wallet
diverse
insights
Consolida+on
of
Devices
Mobile
Device
=
8. diverse
insights
Five
Parts
of
the
Mobile
Equa+on
•
Applica?ons
for
smart
phones
(phones
with
internet
access)
•
Mobile
web
m.yourbrand.com
vs.
yourname.mobi
or
sites
built
with
mode
of
access
detec+on
capability
•
SMS
(short
message
service)
Short
code
marke+ng
and
tex+ng
•
Kindle,
iPad,
etc.
Content
access
devices
with
added
func+onality
•
Loca?on
based
services
Foursquare,
Gowalla,
and
more
11. diverse
insights
Societal
and
Behavioral
Shids
•
Smart
info
consump+on
•
Control
of
when/where
and
how
to
consume
•
Increase
of
tasks
in
shorter
+me
frame:
e.g.
31
to
24
hours
•
User-‐generated
content
more
the
norm
•
•
•
Source: OTX - US Think Tank
13. diverse
insights
diverse
insights
The
Most
Effec+ve
Tool
is
the
One
That
Your
Customer
is
Most
Familiar
With
14. diverse
insights
When
Integra+ng
Mobile
•
Create
or
refine
your
overall
brand
strategy
•
Create
a
mobile
plan
and
implementa+on
course
that
is
informed
by
your
brand
strategy
and
posi+on
•
Research
and
study
your
customers’
mobile
behavior
and
informa+on
consump+on
preferences
•
Understand
what
your
customers
(and
prospects)
expect
from
your
brand
•
•
•
15. diverse
insights
Moving
the
Customer
from
One
Channel
to
Next:
Seamlessly
integrate
mobile
CTAs
(calls-‐to-‐ac+on)
with
your
non-‐mobile
marke+ng
16. •
Applica+ons
•
Mobile
web
•
SMS
(Tex+ng/Short
Message
Service)
•
Kindle,
iPad…
•
Dynamic/loca+on-‐based
engagement
diverse
insights
Integrate
and
Leverage
All
Components
of
the
Mobile
Mix
to
Connect
with
Your
Non-‐Mobile
Marke+ng
Efforts
22. diverse
insights
Five
Parts
of
the
Mobile
Equa+on
•
Applica?ons
for
smart
phones
(phones
with
internet
access)
•
Mobile
web
m.yourbrand.com
vs.
yourname.mobi
or
sites
built
with
mode
of
access
detec+on
capability
•
SMS
(short
message
service)
Short
code
marke+ng
and
tex+ng
•
Kindle,
iPad,
etc.
Content
access
devices
with
added
func+onality
•
Loca?on
based
services
Foursquare,
Gowalla,
and
more
27. diverse
insights
Bowery
Mission
of
NYC
Goal:
To be the most effective
provider of compassionate
care and life transformation
for hurting people in New
York City.
Established in 1879
28. Challenge:
To
raise
awareness
of
the
plight
of
the
homeless
and
hungry
in
New
York
City
and
increase
dona+ons
Strategy:
Approach
the
age-‐old
problem
of
hunger
and
homelessness
with
a
21st
century
solu+on.
Crea+ve
use
of
SMS
that
included
facts,
trivia,
words
of
inspira+on
along
with
Bowery’s
services
for
users
of
the
services,
donors
and
prospects.
Result:
Increased
awareness
of
the
Bowery’s
Mission
Bonus:
Selected
Best
of
Non-‐Profit,
2009,
by
Mobile
Marketer
diverse
insights
Bowery
Mission
of
NYC
-‐
Pro
Bono
Project
31. diverse
insights
General
Mills:
Whea+es
Fuel
Challenge:
Create
a
mobile
campaign
to
support
the
new
Whea+es
Fuel
to
help
reinvigorate
and
modernize
the
Whea+es
brand
Strategy/Result
Created
next
genera+on
SMS
campaign
integrated
with
offline,
television,
and
print
promo+ons
in
partnership
with
Men’s
Health
Magazine.
Bonus:
Selected
among
top
10
campaigns
of,
2009,
by
Mobile
Marketer
33. Keep
it
Short
and
Useful:
Mobile
Marke+ng
that
Seamlessly
Fits
into
Customers’
Lives
and
Delivers
Value
SPEAKER:
Chi
Modu,
Founder
Chief
Transforma+on
Officer
diverseinsights.com
didigital.net
MODERATOR:
Alli
Libb
American
Marke+ng
Associa+on
SPONSOR:
Aquent:
aquent.com
Thank You!
Get in touch:
chi@diverseinsights.com