Overview of Mobile Marketing
Overview of Mobile Marketing
Judd Wheeler
August 17, 2011

How Big Is Mobile?
1.7 billion television sets

How Big Is Mobile?
2 billion Internet users

How Big Is Mobile?
1.2 billion computers
(including tablets)

How Big Is Mobile?
4.9 billion combined

How Big Is Mobile?
4.9 billion combined > 5.3 billion paid subscribers

Growing Trend
Growing Trend
• Americans are
Americans are
getting rid of landlines

Growing Trend
Growing Trend
• 10 States that have at least 30% of adults rely strictly on cell
phones
– Arkansas
– Mississippi ‐ highest poverty rate at 21.9% in 2009 (Census Bureau)
– Colorado
– Idaho
– Kentucky
– Nebraska
– North Dakota
– Oklahoma
– Oregon
– Texas

Within Arms Reach 24/7
No
9%
Yes
91%
Morgan Stanley

Reach
• Cell phone penetration is 96% of the US
Cell phone penetration is 96% of the US
population
• High in low income population
High in low‐income 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

Smartphone Demographics
Smartphone Demographics
• Income over $75,000
Income over $75 000
• College graduate
• Men/women: 55/45 split
/ / li
• Higher percentage African‐Americans and
Hispanics than white – URBAN
• Roughly 75% of the users being between age
g y g g
18 and 54

Mobile Technologies
Mobile Technologies
• 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

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

Text (SMS/MMS)
Text (SMS/MMS)
• Alerts • Text4Offer
• Text2Win • Polls
• Text4Info • Pics & Text2Screen
& Text2Screen
Courtesy of iMobilize Media

• Let gamblers text Poker Blackjack etc for
Let gamblers text Poker, Blackjack, etc. for
seating requests versus having to wait for a
table to open
table to open
• Reservation requests
• R i d l
Remind players they
h
are within 200 points
of moving to the
f i h
next level

Stop, Shop & Play?
Stop, Shop & Play?

Stop, Shop & Play?
Stop, Shop & Play?
• Text‐to‐win contest
Text to win contest
• Billboards spaced out
• Unique code & guarantee at least $5 prize
i d & l $ i
Could take home $1 million

Stop, Shop & Play?
Stop, Shop & Play?
• After 8 weeks
After 8 weeks
– 25% added to player loyalty club
• After a year
After a year
– HUGE database of customer contact numbers

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
• Redeemed value of mobile coupons
– 24% higher than Internet and e‐mail coupons
– Nearly 50% higher than paper coupons

Goals
• Get them in the door
Get them in the door
– Coupons
– Special entry sweepstakes
Special entry sweepstakes
• Keep them there
– Provide interactive experience
• Get them to come back
– Maintain communication

Alert Ideas
Alert Ideas
• Concert/entertainment schedules
Concert/entertainment schedules
• New restaurant or specials
• Tournament schedules (special messages go
h d l ( i l
out with incentives to fill slots)
• Pre‐register for tournaments
• Encourage guests to text reviews or
g g
suggestions

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)

Deals, ads and a video
D l d d id
7,581 web site visits (90 days)

Top 5 Reasons ‐1st Time QR Scan
Top 5 Reasons 1 Time QR Scan
• 87% to find a discount
87% to find a discount
• 64% to enter a sweepstakes
• 63% to access additional info
63% ddi i li f
• 60% to make a purchase
• 53% to sign up to receive more information

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

SnapTag
• Send MMS – feature phones
Send MMS feature phones
• Scan with app

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

More browser phones than PCs

Search

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

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

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

Location Based Service
Location‐Based Service
10,000,000
Brand engagement through social mobile
interaction

Location Based Service
Location‐Based Service
10,000,000
• Domino’s: 29% profit increase to social media and
Foursquare
• McDonald’s check‐in increased 33% during their
Foursquare Day campaign
Foursquare Day campaign

Location Based Service
Location‐Based Service
10,000,000
• Translation:
“Stop by anytime this weekend and check‐in on
p y y
FourSquare to receive a free buffet and $100 free
slot play”
p y

Shopkick (Proximity Marketing)
(Proximity Marketing)

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

SCVNGR Buffalo Wild Wings
SCVNGR – Buffalo Wild Wings
• Go places
p
• Do challenges
• Earn points
• 720 locations
12‐week campaign
12 week campaign
(March Madness)
• Media & customer
engagement
• Improve customer return
rate – drive revenue
rate – drive revenue

Turn Watching Games into a GAME
Turn Watching Games into a GAME
• Rewards for completed
p
challenges included:
– $5 off (3 points),
– a free Coca Cola (20
a free Coca‐Cola (20
points) and
– free wings (30 points)
• T k i of friends,
Take pics f f i d
sauciest wing in the
basket, fans of rival
teams, crowd going wild…
• Could share to Facebook
& Twitter
& Twitter

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 had an established database of
184,000 people for its next campaign
l f

Near Field Communication
Near Field Communication
• Subset of RFID
• 150,000 NFC
• 6 illi t diti
6 million traditional
l
Crone Consulting

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)

Digital Signage + NFC mTAG
Digital Signage + NFC = mTAG
• Cafes
• Health clubs
• Airports
• Airplanes
• Pharmacies
• Casinos

People Aren t Waiting
People Aren’t Waiting

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

• Create your own AR world
• Open platform
Open platform
• 1.4M active users
• Bring digital into reality
Bring digital into reality

Apps
Ave Price: $3.64
Over 7 TB
Free,
36%
Pay,
64%
$891,982.24

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.

And/
+
OR
=

Three Pillars of Good App
Three Pillars of Good App
• Design
– UX
– A polished look
• Development
– Innovate
– Analytics & events tracking
– Updates
• Presentation
– Get more ratings
Get more ratings
– Social integration
– App store pictures

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

Vegas Apps
Vegas Apps

Beyond the Standard
Beyond the Standard
• Layout of floor = easily to find favorite games
Layout of floor = easily to find favorite games
• Utilize “loyalty” section
• G
Geo‐triggered push notifications
i d h ifi i

Palms Fantasy Blackjack
Palms Fantasy Blackjack
• Join league or start one
Join league or start one
• Play against other people over time period
• Keeps Palms brand top of mind
l b d f i d

“Put your best
people on mobile.
people on mobile ”

Overview of Mobile Marketing
Overview of Mobile Marketing
Judd Wheeler
Judd Wheeler
August 17, 2011
jwheeler@comm‐arts.com
(918) 493‐5700