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1,[object Object],Mobile 101,[object Object],Molly Garris, Arc Worldwide,[object Object],October 26, 2010,[object Object]
Today’s Agenda,[object Object],Mobile usage and growth trends,[object Object],Most viable mobile marketing channels and successful examples of each,[object Object],Mobile Marketing Brand Leader,[object Object],Mobile Trends to Watch,[object Object],2,[object Object]
THE MOBILE LANDSCAPE,[object Object],3,[object Object]
Mobile is Truly a Global Phenomenon,[object Object],4,[object Object],80%,[object Object],12%,[object Object],92%,[object Object],77%,[object Object],32%,[object Object],59%,[object Object],53%,[object Object],7%,[object Object],91%,[object Object],38%,[object Object],Sources:,[object Object],WikiPedia,[object Object],Internet World Stats,[object Object]
What’s Fueling Growth,[object Object],5,[object Object],Growth in Unlimited DataPlans,[object Object],35%,[object Object],Source: ComScore: M:Metrics,[object Object],Smartphones,[object Object],Data Plans,[object Object],Faster Connections,[object Object]
Smartphones are the bridge between the desktop and mobile web, offering more engagements. ,[object Object],Owners are:,[object Object],[object Object]
 3x as likely to use a mobile app
 2x as likely to send photos or videos
ComscoreAs a result, Smartphone users are an ideal target for mobile marketing efforts.,[object Object],6,[object Object],The Effect of Smartphones,[object Object]
7,[object Object],Why Mobile?,[object Object],CONSUMER BENEFIT,[object Object],[object Object]
Much more than a phone91% of mobile phone owners who keep their phone within one meter of themselves 24 / 7/ 365 ,[object Object],– Morgan Stanley 2007,[object Object],Tool for email, listening to music, playing games, taking pictures and surfing the web,[object Object]
8,[object Object],Why Mobile?,[object Object],BRAND BENEFIT,[object Object],[object Object]
High penetration70% of people respond to text messages vs. 30% of people respond to email ,[object Object],– Direct Marketing Association,[object Object],Cell phone ownership is strong and still growing,[object Object]
9,[object Object],How to Think about Mobile,[object Object]
10,[object Object],Not-so-great Example,[object Object]
11,[object Object]
12,[object Object],POST a Mobile Strategy,[object Object]
13,[object Object],Like with ,[object Object],all work, we’ve got to start with people. It’s what we call Humankind. ,[object Object]
VIABLE MOBILE TACtICS AND EXAMPLES OF EACH,[object Object],14,[object Object]
Most Viable Mobile Tactics,[object Object],Applications,[object Object],Messaging,[object Object],Mobile Web ,[object Object],(Apple/ Blackberry / Android, etc.),[object Object],(SMS/MMS),[object Object],(Accessing the Internet),[object Object],15,[object Object]
16,[object Object],Messaging,[object Object],Did you know.. ,[object Object],The average American sends more text messages than calls.,[object Object],While Americans place an average of 204 calls per month, they average 357 text messages.,[object Object],Source: Nielsen : Flying Fingers, September 2008,[object Object]
17,[object Object],Messaging,[object Object],SMS (Short Messaging Service) = ‘text messaging’,[object Object],How SMS is being used:,[object Object],Enter to win,[object Object],Text to Screen,[object Object],Voting,[object Object],Trivia,[object Object],Text for information,[object Object],Coupons,[object Object],Location-Based Services (LBS),[object Object]
How does it work?,[object Object],SHORTCODE,[object Object],Sample Call to Action:  Text HAITI to 90999,[object Object],KEYWORD,[object Object],[object Object]
 The SHORTCODE is a five or six digit number that acts as the address for the SMS Program.
 The KEYWORD identifies the type of request. It is used to determine the proper message stream that should be sent in response to the text message.18,[object Object]
19,[object Object],Keys to Success,[object Object],Clear call to action:,[object Object],How to opt-in,[object Object],Why ,[object Object],What,[object Object],Less is more - too many messages can be invasive. ,[object Object],Ask your participants how often they would like to receive messages or ,[object Object],Assume no more than 1-2 / month.,[object Object],To ensure a high response rate, offer valuable content in each message.,[object Object],Chance to win,[object Object],Chance to engage,[object Object],Special offer or event invitation,[object Object]
Cottonelle Roll Poll using SMS on billboards and bus stops,[object Object],20,[object Object],Messaging Case Study: Cottonelle,[object Object]
21,[object Object],Messaging Case Study: Baskin Robbins,[object Object],To drive participation to 31¢ Scoop Night, Baskin Robbins offered Text Message Reminders on their website and across stores nationwide,[object Object]
22,[object Object],Mobile Web,[object Object],By 2013, the mobile phone will overtake PC’s as the most common Web access device worldwide.,[object Object],Source:  “Gartner's Top Predictions for IT Organizations and Users, 2010 and Beyond: A New Balance”,[object Object]
23,[object Object],Mobile Web,[object Object],With mobile web browsing on the rise, users can engage with .com right from their mobile phone.,[object Object],Mobile web experiences include:,[object Object],Slim brand website,[object Object],Mobile Banner Campaign Destinations,[object Object],Coupons,[object Object],Location-Based Services (LBS),[object Object],Web-to-Mobile Experience,[object Object],Commerce,[object Object]
24,[object Object],How Does it Work?,[object Object],System selects optimal design template,[object Object],Device is Recognized,[object Object],[object Object]
  Browser
  Graphics
  Navigation
  Screen size
  Forms
  ContentSite is delivered ,[object Object]
25,[object Object],Keys to Success,[object Object],Technically, there is only one ‘internet,’ but most websites aren’t built for a small screen.,[object Object],Build an optimized experience that connects people on the go.,[object Object],[object Object]
a narrower body
fewer images
searchable25,[object Object]
Cars.com makes car shopping easy with on-the-go tools like a Payment Calculator and Kelley Blue Book Used Car Values.,[object Object],26,[object Object],Mobile Web Case Study: Cars.com,[object Object]
27,[object Object],Mobile Web Case Study: Burger King,[object Object]
28,[object Object],Apps,[object Object],From the looks of it, about 100 apps are being downloaded every second.,[object Object],That's 6,000 every minute,[object Object],360,000 every hour and ,[object Object],8.6 million a day.,[object Object],Source: MocoNews.net,[object Object]
29,[object Object],Apps,[object Object],Mobile Apps, or applications, are pieces of software that run on a mobile device. Initially, mobile phones came with apps pre-installed such as a calculator, instant messenger, mobile web browser, etc. ,[object Object],Types of Apps include:,[object Object],Novelties,[object Object],Games,[object Object],Re-packaged website experience,[object Object],Location-Based Services (LBS),[object Object],Utility Apps,[object Object],CommerceMultimedia Entertainment,[object Object]
30,[object Object],How do they work?,[object Object],[object Object]
Taps Into Native Phone Features
Great User Experience,[object Object]
32,[object Object],App Case Study: Taco Bell ,[object Object],[object Object]
  Shows Value Menu options based on your budget
  Calculates change and locates nearby stores,[object Object]

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