1.
Overview of Mobile Marketing
Overview of Mobile Marketing
Judd Wheeler
October 2011

2.
How Big Is Mobile?
1.7 billion television sets

3.
How Big Is Mobile?
2 billion Internet users

4.
How Big Is Mobile?
1.2 billion computers
(including tablets)

5.
How Big Is Mobile?
4.9 billion combined

6.
How Big Is Mobile?
4.9 billion combined > 5.2 billion paid subscribers

7.
Growing Trend
Growing Trend
• Americans are
Americans are
getting rid of landlines

8.
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

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

10.
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

11.
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

12.
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

13.
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

14.
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

15.
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

16.
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

17.
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

18.
Polls & Pics
Polls & Pics
Courtesy of iMobilize Media

19.
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)

20.
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

21.
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

22.
Deals, ads and a video
D l d d id
7,581 web site visits (90 days)

23.
SnapTag
• Send MMS – feature phones
Send MMS feature phones
• Scan with app

24.
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

25.
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

26.
Marks & Spencer (UK)
Marks & Spencer (UK)
• 1.2m unique visitors in first
6 months
• Over 10m page views
• More than 13 000 orders
More than 13,000 orders
from site since launch
• The most popular handsets:
primarily iPhones and
i il iPh d
secondarily Android devices
• 24,000 products purchased
range from wide screen TV’s
to sofas and clothes

27.
More browser phones than PCs

28.
Search

29.
iAd
• Belgium’s first company to launch iPhone App
• First iAd used in newspapers and magazines
• Ends with product demo (can download)
Ends with product demo (can download)

30.
Mobile Advertising
Mobile Advertising
• Opportunity to reach
p
consumers improvingg
• Mobile ads perform
Mobile ads perform
5 times better than
Internet ads
Internet ads

31.
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

32.
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

33.
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

34.
Shopkick (Proximity Marketing)
(Proximity Marketing)

35.
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

36.
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

37.
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

38.
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

39.
Near Field Communication
Near Field Communication
• Subset of RFID
• 150,000 NFC (+24,000)
• 6 illi t diti
6 million traditional l
Crone Consulting

40.
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)

41.
People Aren t Waiting
People Aren’t Waiting

42.
Digital Signage + NFC mTAG
Digital Signage + NFC = mTAG
• Cafes
• Health clubs
• Airports
• Airplanes
• Pharmacies
• Casinos

43.
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

44.
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

45.
• Create your own AR
world
• Open platform
• 1.4M active users
1.4M active users
• Bring digital into reality

46.
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

47.
PSV Concept
PSV Concept

48.
Apps (June 2011)
Apps (June 2011)
Ave Price: $3.64
Over 7 TB
Free,
36%
Pay,
64%
$891,982.24

49.
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.

50.
And/
+
OR
=

51.
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

52.
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

53.
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 /

54.
Cometto Ice Cream (Turkey)
Ice Cream (Turkey)
• 2 weeks / 2 hours a day = Word of mouth
• 3 illi
3 million unique views
i i = Brand awareness
B d
• 3,500 players Collect 3 ice cream in 45 sec &
win

55.
“Put your best
people on mobile.
people on mobile ”

56.
Where in the World
Are the Innovations Happening?
h
• One or two strong innovative companies that
One or two strong innovative companies that
can lead tech change
• Government backing
Government backing
• Consumer willingness to embrace new mobile
tech
h
• Shortage of payment methods or existing NFC
systems

57.
October 27, 2011
October 27 2011
Center for Creativity
http://artofmobile.mobiletulsa.org

58.
Questions?

59.
Overview of Mobile Marketing
Judd Wheeler
October 2011
jwheeler@comm‐arts.com
(9 8) 93 5 00
(918) 493‐5700