The document provides an overview of mobile marketing trends, including the growing popularity of mobile devices and decline of landlines. It discusses the rise of smartphones and their features like apps, text messaging, mobile web and location-based services. Specific examples are given around using these mobile channels for advertising, gaming rewards and retail through technologies like QR codes, barcodes and near field communication. "
11. Reach
• Cell phone penetration is 96% of the US
Cell phone penetration is 96% of the US
population
• That means…
Over 87% of the U.S. population is within an
O 87% f h U S l i i i hi
arm’s reach
12.
13. Smartphone Demographics
Smartphone Demographics
• Income over $75,000
Income over $75 000
• College graduate
• Men/women: 55/45 split
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• Higher percentage African‐Americans and
Hispanics than white – URBAN
• Roughly 75% of the users being between age
g y g g
18 and 54
14. Mobile Channels
Mobile Channels
• Text Messaging (SMS/MMS)
Text Messaging (SMS/MMS)
• 2D Barcodes
• Mobile Web & Search
Mobile Web & Search
• Advertising
• Location‐Based Services (LBS)
Location Based Services (LBS)
• Near Field Communications (NFC)
• Augmented Reality (AR)
Augmented Reality (AR)
• Apps
15.
16. Text May Not Be Sexy, BUT…..
Text May Not Be Sexy, BUT…..
• 90% of all text messages read within 3
90% of all text messages read within 3
minutes of delivery
• 95% within the 1st 15 minutes
95% within the 1 15 minutes
• Over 99% read by the recipient
• SinglePoint Conversational Advertising
17. Text May Not Be Sexy, BUT…..
Text May Not Be Sexy, BUT…..
• 90% of all text messages read within 3 minutes of delivery
• 95% within the 1st 15 minutes
• Over 99% read by the recipient
• SinglePoint Conversational Advertising
g g
• Text:
– CTR 14.06% Conversion 8.22%
• Email:
– CTR 6.64% Conversion 1.73% (average 33% change yearly)
• Internet Display
– CTR 0 76% C
CTR 0.76% Conversion 4.43%
i 4 43%
• Direct Mail
– Response 1.4‐3.4% (Conversion < 1%)
• DMA 2010 Response Rate Trend Report
18. Text May Not Be Sexy, BUT…..
Text May Not Be Sexy, BUT…..
• Redeemed value of mobile coupons
Redeemed value of mobile coupons
– 24% higher than Internet and e‐mail coupons
– Nearly 50% higher than paper coupons
Nearly 50% higher than paper coupons
19. SMS Appeal
SMS Appeal
• Short convenient format
Short convenient format
• Most effective marketing messages =
Least amount of thought from the consumer.
Least amount of thought from the consumer
• Permission‐based
20.
21. Text (SMS/MMS)
Text (SMS/MMS)
• Alerts • Text4Offer
• Text2Win • Polls
• Text4Info • Pics & Text2Screen
& Text2Screen
Courtesy of iMobilize Media
22.
23.
24. Text4Next
Orange County
g y
Transportation Authority
• Simple & easy
• OCTAGO
– Bus
– Bus #
– Stop #
– Route #
• G t
Get next 3 arrival times
t 3 i l ti
• Can preplan by including
time and date
25.
26. Mobile Barcodes
Mobile Barcodes
30 characters 3,296 alphanumeric 1,000 characters
• 1992 – Denso‐Wave (Toyota)
( y )
• Additional storage capacity accommodates a variety of data beyond
numbers:
– Text
– Hyperlink
– Telephone number (Phone call)
– SMS/MMS message
– Email (Send message)
– Contact entry (vCard or meCard)
– Calendar entry (vCalendar)
27.
28. Royal Dutch Mint
Royal Dutch Mint
• The silver 5€ and the gold 10€ was issued on
The silver 5€ and the gold 10€ was issued on
June 22, 2011
29. QR Code by the Numbers
QR Code by the Numbers
• 14 million Americans
14 million Americans
= 6.2% total mobile audience
comScore MobiLens study June 2011
study June 2011
30. QR Code by the Numbers
QR Code by the Numbers
• 14 million Americans
14 million Americans
= 6.2% total mobile audience
comScore MobiLens study June 2011
study June 2011
•1200% increase
second half of 2010
Mobie Identity Systems report
36. Don t
Don’t
• Don’t distribute a mobile barcode without
Don t distribute a mobile barcode without
thoroughly testing it
• Don’t link to a
Don t link to a
generic webpage
• D ’ li k
Don’t link to a
webpage that
isn’t mobile‐friendly
i ’ bil f i dl
37.
38.
39.
40. Retail Mobile Web
Retail Mobile Web
Mobile enabled retail web site
Mobile‐enabled retail web site
• 54% consumers would shop
directly from barcodes in
magazines
i
Have
• 12% of retailers offered it Not
40%
• Must break away from
traditional channels Have
60%
• E b
Embrace evolution, prepare
l ti
for future demands OR be
left behind
45. Mobile Advertising
Mobile Advertising
• Opportunity to reach
Oppo tu ty to eac
consumers improving
• Mobile ads perform
5 times better than
Internet ads
I t t d
• Match the creative to
Match the creative to
the device's smaller
screen size
46. Mobile Advertising
Mobile Advertising
• Fragmented
– Over 10 ad networks in U.S. alone
– Players like inMobi, AdMob (Google), iAd (Apple),
y , ( g ), ( pp ),
Microsoft Mobile Advertising, Millennial Media,
Greystripe… (none dominate)
• Types of networks
– Blind (largest) ‐ awareness
– Premium Blind ‐ action
– Premium ‐ conversion
47. Real World Gaming Rewards
Real World Gaming Rewards
• Kii SDK
Kiip
– Rewards in‐game
achievements on mobile
achievements on mobile
games with real life rewards
– Raising a level or high score
– Rewards based on game
demographics
• Tap Me
Tap.Me
– Redbox ads
– Future real‐world rewards
Future real‐world rewards
48.
49. Location Based Service
Location‐Based Service
10,000,000
• Check in
• Find friends
Find friends
• Share on social networks (FREE word of mouth)
• Unlock rewards
51. ShopAlerts
• Works with any phone
Works with any phone
(no GPS)
• Opt‐in
p
• SMS, Facebook, Twitter,
web, in‐store signage
g g
• Geo‐fences based off
cell towers
53. Turn Watching Games into a GAME
Turn Watching Games into a GAME
• Take pics of friends,
p ,
sauciest wing in the
basket, fans of rival
teams, crowd going wild…
teams crowd going wild
• Rewards for completed
challenges included:
– $5 off (3 points),
– a free Coca‐Cola (20
points) and
– free wings (30 points)
• Could share to Facebook
& Twitter
& Twitter
54. Results
• Players generated 20,000+ challenges
• There were 184,000 unique players
• 1 in 3 players returned to play again
• On average, users completed 7
challenges
• 100 million social impressions via
Facebook and Twitter.
• On average, a player spent 90
O l 90
seconds per challenge, meaning that
BWW saw the equivalent of 3.6 years
of brand engagement in its locations
g g
during the campaign.
Now has an established database of
184,000 people for its next campaign
l f
57. NFC Predictions
NFC Predictions
• Chip makers predict 40‐50 million NFC phones
Chip makers predict 40 50 million NFC phones
by 2011
• ~300 million phones worldwide (20%) phones
~300 million phones worldwide (20%) phones
with NFC by 2014 (Juniper Research)
• 30% of all mobile phones worldwide will be
f ll bil h ld id ill b
NFC enabled in 2015 (HIS research)
60. Other Examples
Other Examples
• Purchase rail, metro, airline, movie, concert or
Purchase rail, metro, airline, movie, concert or
event tickets
• Boarding pass
Boarding pass
• Coupons
• Tour guide (AV presentation)
Tour guide (AV presentation)
• ID card (students, employee, medical)
• K
Keycard (car, house, office)
d( h ffi )
• Rental car and hotel keys
61.
62. Augmented Reality
Augmented Reality
• Yelp • Zagat RETINA
–SSee restaurants
t t –C i t
Can interact & virtually
t & i t ll
– Click to get ratings and walk down the street
reviews – Click to get full review
g
and details
63. • Create your own AR
world
• Open platform
• 1.4M active users
1.4M active users
• Bring digital into reality
64.
65. QderoPateo Communications (QPC)
Communications (QPC)
• Articulated Naturality Web
• Typical AR flat
Typical AR “flat”
• Break barrier of laptop/desktop – convenience of mobile
• Weather, museum, hotel, commercial real estate
68. Apps Dirty Little Secret
Apps Dirty Little Secret
Average: 60 apps downloaded to iPhone or iPad
Average: 60 apps downloaded to iPhone or iPad
Paid Free
• 30% first downloaded • 20% first downloaded
• 5% by day 21 • 5% by day 25
• 1% by day 90
b d • 1% by day 90
b d
Socialize Inc.
70. IKEA 2010 Interactive Catalog
IKEA 2010 Interactive Catalog
• Place furniture • Results
– 40 pieces
40 pieces – PR
– Use camera, move, resize, – WOM
take a picture – High downloads
• Di
Discover style
t l
– Thru quizzes
71. North Face (China)
North Face (China)
• Stake virtual claim • > 2 million unique visitors to
• Li
Live score kept on web &
k b& web
outdoor electronic board • > 651,000 red flags planted
• 18 days
18 days • Champion > 4,000
Champion 4,000
72. McDonald s Interactive Billboard
McDonald’s Interactive Billboard
• Photo Catch
– Using cell phone camera
– Get one free
• Pick & Play
– No app
– picknplay.se
picknplay se
– Geo‐location
– Play on big screen in real‐
time
– Last 30 sec get digital
coupon w/directions
p /