1.
Making Sense of Mobile
Marketing

2.
Today’s presentation
• What is mobile marketing?
• Why is mobile marketing important?
• Opportunities and challenges
• The foundational components explained

3.
WHAT IS MOBILE
MARKETING?

4.
Definition of “mobile
marketing”
• Mobile Marketing Association
(November 17, 2009)
“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.”

5.
Practically speaking
• Extending our brand experiences to
consumers on the mobile devices they
have already adopted as part of their
daily lives
• Spanning marketing communications,
customer acquisition, lead generations,
loyalty and retention, customer service,
support, and engagement

6.
Foundational components
• SMS (text messaging)
• Social media and e-mail
• Mobile advertising
• Future (but here today)
– Mobile web
– Device-specific apps

7.
WHY IS MOBILE
MARKETING
IMPORTANT?

8.
Today in the U.S.…
• There are 270+ million mobile devices
• Held by ∼240 million individuals
• Which represents ∼90 percent of all
consumers age 18 and above
• Most of whom carry the device on, and
on their person, at all times

9.
OPPORTUNITIES &
CHALLENGES IN MOBILE
MARKETING, TODAY

10.
Opportunities in mobile
• Intimacy
• Timeliness
• Relevance (context)
• Location (time and place)

11.
Opportunities in mobile
• Mobile users are seeking actionable
content. Deliver and they will respond.
• Google’s mobile user profiles
– Urgent now
– Repetitive now
– Bored now

12.
Opportunities in mobile
U.S.
Consumers
8%
92%
with
Mobile
without
Mobile

13.
Challenges in mobile
• Fragmented technology ecosystem
– Manufacturers and devices
– Operating systems
– Browsers
– Carriers and networks
• Texting plans
• Pace of advancement: the moving target

14.
Challenges in mobile
Smartphone
penetra5on
8%
22%
No
Phone
70%
Smartphone
Basic/Feature
phone

15.
THE FOUNDATIONAL
COMPONENTS
EXPLAINED

16.
E-mail

17.
What it’s not
• A last minute tool to garner interest
• A “BLAST”
• Instant credibility and permission
• The more people the greater the return

18.
Best practices
• Create an organizational e-mail alias.
• Request a report a few weeks later.
• Consider every element of your e-mail.
• E-mail is the way to initiate a
conversation and social networks are the
way to continue it.

19.
Computer
shot

20.
Mobile device e-mail

21.
Requesting a rel@y
• http://
universitymarketing.illinoisstate.edu/

22.
What we provide
•
•
•
•
•
Professional HTML construction
Copyediting
Opt in/out mechanisms
Ensure accessibility
Peace of mind

23.
ROI considerations
Reach
High
Upfront
investment
Low
Ongoing
management
Low
Service
impact
Low
Wow
factor
Low/Moderate
Notes
An
excellent
tool
–
beLer
when
used
in
concert
with
other
technologies.

24.
QUESTIONS?

25.
Social

26.
What it is
• Social media has quickly been adapted
for mobile platforms
• Drawing more consumers to mobile
platforms, more often, every day
• Don’t ignore the low-hanging fruit

27.
Others?
And there are more every day
• LinkedIn
• FourSquare
• YouTube
• Digg
• MySpace

28.
Planning and budgeting
• Primary investment, resource, and
process allocations have been made
• Account for mobile use cases in all
content and production planning

29.
ROI considerations
Reach
Moderate
to
high
Upfront
investment
Low
Ongoing
management
Low
Service
impact
Low/Moderate
Wow
factor
Low
Notes
Low-­‐hanging
fruit,
where
investments
and
resources
may
already
be
accounted
for
And
allows
for
conversaQons
to
start
and/or
conQnue

30.
QUESTIONS?

31.
Mobile tagging

32.
What it is
• 2-Dimensional “barcode” that is scanned
with a mobile device (camera lens)
• Acts as a link between physical and
online worlds
• Common technologies:
– QR codes
– Data matrix codes
– Microsoft tag

33.
Traditional bar codes
• The graphic layout
encodes a small
amount of
information, such
as a SKU
• Must be scanned
from specific
angle, and only
with a laser scanner
• Limited
applications

34.
2-Dimensional codes
• Encoded with more
information, such as
–
–
–
–
MicrosoR
Tag
Web URL
vCard
SMS
Voice call
• Can be scanned from
any angle, and with an
optical scanner
(a camera lens)
• Can be reproduced
very small to very
large, print or digital

35.
Applications
• Print advertising
• Packaging and POS
• Outdoor and event marketing
• Grassroots and guerilla marketing

36.
Applications @ ISU

37.
Planning and budgeting
• Not quite ready for prime time
• The right opportunities and the right
consumers
• Very low costs make it great for
experimentation

38.
ROI considerations
Reach
Low
Upfront
investment
Low
Ongoing
management
Low
Revenue
impact
Low/Moderate
Service
impact
Low/Moderate
Wow
factor
High
Notes
Not
a
priority,
but
worth
trying.
Have
fun
with
it.

39.
SMS (text messaging)

40.
What it is
• Simple Messaging Service (SMS) is
basic technology found on virtually all
mobile devices
• Carrier networks: Opt-in, permissionbased communications only
• Supports diverse range of
communication functions

41.
Making the most of SMS
• Pinpoint targeting to person, place, and
time creates value
• Database marketing approach:
optimization

42.
SMS supports diverse
functions
Sales and revenue
Customer service/
experience
• Special offers driving
consumers to stores, or
to call
• Coupons for in-store
or online redemption
• Updates on special
events, grand
openings, or new
products
• Special messages
• Locations and
directions
• Polling, voting, and
feedback
• Self-service question
and answers
• Appointment
reminders

43.
27297
Homecoming: Additional 20% at all
participating Redbird Walk stores. Just
show this text message on checkout.
www.IllinoisStateHomecoming.com

44.
697895
ISU: “CongratulaQons,
you’ve
been
accepted
to
Illinois
State
University.
Visit
Welcome2ISU.IllinoisState.edu
for
the
next
steps”

45.
697895
Float24
697895
FLOAT: Thank you for entering.
Winners will be announced during the
football game. SPONSOR: Show this
text for 10% off your next purchase at
the Alamo

46.
697895
GO REDBIRDS!

47.
Let’s try another one
• Text “trivia” to 71857

48.
697895
Trivia
697895
ISU TRIVIA: In what year was a camel
rode in the Homecoming parade?
A) 1955
B) 1965
C) 1975
D) 1985
E) 1995

49.
And one more
• Text “marketing” to 71857

50.
697895
Events
697895
UPB: What type of activities are you
interested in
A) Movies
B) Activities
C) Food
D) Intermurals

51.
Planning and budgeting
• SMS is the most utilized mobile
technology across age groups
• Adopted technology (though some still
don’t have unlimited texting plans)
• Immediacy, action-orientated
• Spamming

52.
Planning and budgeting
• Acquisition: Text opt-in
• Immediate entry, immediate reply
• Allows for ongoing communication
• Acquisition: Web form opt-in
• Capture other information
• Allows for personalized ongoing
communications

53.
ROI considerations
Reach
High
Upfront
investment
None
Ongoing
management
Low/Moderate
Service
impact
Moderate
Wow
factor
Low
Notes
Not
sexy,
but
can
be
very
effecQve.
Low
costs
and
great
reach
make
the
ROI
metrics
work.

54.
QUESTIONS?

55.
The future: mobile Web

56.
What It Is
• Web experiences tailored to mobile
operating systems and browsers
• “3 Cs” of valuable mobile web
experiences
– Context
– Content
– Coding

57.
Mobile Web users are
different
• Ready to take action now
• Looking for direction, motivation, or just
the right information to influence
decisions
• Google’s three user profiles

58.
Mobile Web vs. traditional
Web
Mobile Web
Traditional Web
• Users want to complete
smaller tasks, quickly
• Users do not want all
information, just the
relevant information
• Prefer offline buying
• Traditional Web valueadds don’t necessarily
apply: images, video,
flash, paragraphs,
options
• User expectations range
from quick tasks to
intensive projects
• The right information, as
well as access to all
information
• Online buying is a norm
• Great platform for rich,
interactive media and
deep engaging
experiences

59.
Planning and budgeting
• All roads lead to mobile Web
• Today, only a fraction of mobile
audience experiences the Web
• More universal and cost-effective than
apps
• Requires additional planning and staff
resources to implement

60.
ROI considerations
Reach
Moderate
Upfront
investment
Moderate/High
Ongoing
management
Moderate/High
Revenue
impact
Moderate/High
Service
impact
High
Wow
factor
Moderate
Notes
FoundaQonal
component
now
and
for
the
long
term;
build
now,
look
great
later.

61.
Future: mobile applications

62.
What it is
• An application that is downloaded
directly to the mobile device
• Rich, interactive experiences that support
tasks, engagement, and commerce
• Leverage features of the device and OS
– Geo-location / GPS
– Accelerometer

63.
The app universe
• Cost of creation
• Branded apps pose unique challenges
– Competitive market place/attention
– Delivering satisfying experiences
– What do your customers want from you?
• Not all apps and operating systems are
created equal

64.
ROI considerations
Reach
Low
Upfront
investment
High
Ongoing
management
Moderate
Revenue
impact
Moderate/High
Service
impact
Moderate/High
Wow
factor
High
Notes
Payoff
for
some
can
be
great,
but
be
wary
of
hype.
Move
deliberately.

65.
THANKS!