Introductory Tutorial for mobile marketing.
This tutorial will give you a global knowledge about what is mobile marketing, different mobile marketing technics and some guidance to start your mobile marketing strategies.
What is Mobile Marketing - The complete mobile marketing tutorial
1. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com
Introduction to Mobile Marketing
Hermes Romero & Andrew Mitchell
for
Sponsored by:
You can download this tutorial in PDF format
via www.mobilemarketingfree.com
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Contents
1 The Mobile Opportunity
2 What is Mobile Marketing
3 The Mobile Web Site
4 Mobile Messaging
5 Subscription Services
6 Mobile Advertising
7 Geolocation & Geotargeting
8 Mobile Coupons
9 Loyalty Programs & Mobile
10 Games for Mobile as a Marketing Tool
11 Video on Mobile
12 Consumer Feedback & Surveys
13 Creating your own Mobile App
14 Augmented Reality
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“Mobile Marketing grows as mobile grows”
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The third screen is already the first
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The Mobile Opportunity
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The mobile opportunity
The increasing use of mobile devices, particularly
smartphones and tablets, creates a huge opportunity to
exploit new ways to interact with your clients and
prospective customers
Want to see some statistics about the growing use of
smartphones by country?
http://mobithinking.com/mobile-marketing-tools/latest-mobile-stats/a
7. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com
Benefits of Mobile Marketing
Mobile marketing can increase your capabilities to retain
existing customers and gain new ones
•
For existing customers, you can sell more through cross and up
selling initiatives
•
For new customers, mobile marketing is a targeted way to engage
a new market
8. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com
Competition
A clear and ambitious mobile strategy will allow you to create
a competitive gap between you and your competitors
The sooner you start your mobile marketing strategy, the
sooner that gap will emerge and widen
9. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com
The Future of Mobile Marketing
All commentators agree that Mobile Marketing is the future,
but in fact Mobile Marketing is about now
You already have the tools to start your mobile strategy
today, cheap and easy, so don´t wait – get ahead of the
competition!
The future is now, ACT!
10. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com
Mobile is not a device, it’s a platform
Mobile Marketing isn’t about the devices. It’s a platform which
allows you to develop different ways to interact with your
customers; to sell more, to increase loyalty or simply to
offer a better service
Mobile marketing
•
Offers a real time interaction in both directions
•
Allows you to measure how effective your campaign is in real
time
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Mobile is not a device, it’s a platform
A typical smart mobile device integrates
•
Hardware (the device itself)
•
Software
•
The operating system
•
A web browser
•
Search capabilities
•
Applications (Apps)
•
Telecommunications
•
Voice Network
•
Data Network
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Mobile Hardware
Remember - different devices have different screen sizes,
obviously!
Phones
Smartphones
Tablets
Phablets
Interaction on mobile is different too – finger vs mouse
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The mobile operating system
There are several operating systems in the market
•
iOS – (Apple Platform)
•
Android – (Google Platform)
•
Windows Phone – (Microsoft)
•
Blackberry
•
Other...
New ones will arrive soon
•
Ubuntu mobile
•
Firefox Mobile
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The Mobile Operating System
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Mobile Web Browsers
The web browser
•
Allows the user to surf on the internet. There are several,
depending on the operating system of the device
iPhone (Safari)
Android Browser
Chrome
Opera
Nokia
Blackberry
Etc...
•
Most of them are HTML5 compatible
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Mobile Web Browsers
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Mobile Search
Mobile search is dominated by Google
93,64% of mobile search is made using Google
(source: Statcounter.com july 2013)
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Mobile Search
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Mobile Applications (Apps)
Apps may or may not be compatible with a device depending
on the operating system, the device model, etc...
The most installed apps
•
Facebook
•
Google maps
•
The weather channel
The most popular categories
•
Games
•
News
•
Maps
•
Social Networking
•
Music
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Mobile Applications (Apps)
Source: http://www.intomobile.com/2013/05/31/mobile-apps-have-changed-world-infographic/
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What is Mobile Marketing
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What is mobile marketing?
In a nutshell, mobile marketing refers to the marketing
interaction with customers or prospects via a mobile
device (phone, tablet, etc...), using different techniques to
attract and retain customers and to allow them to interact
with you
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Why mobile marketing?
Almost every individual in the world has a mobile device
•
Mobile devices are used on a daily basis
•
Are much more convenient than desktop
•
Are connected to the network permanently and in stand by mode
The average mobile device is only 80 cm from its owner’s
hands!
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Why Mobile Marketing?
Recent studies show that mobile devices are replacing desktop
for on-line buying
Mobile devices out-sell desktop devices, with desktop sales
decreasing month on month
By the end of this year tablet sales are predicted to surpass
desktop sales
Want to know more about mobile device sales trends?
Take a look at this Gartner Study and this Usa Today Article
25. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com
Why you should focus on Mobile Marketing
strategies?
Day by day the time spent on mobile devices is growing, and
is surpassing the time spent on TV , radio, traditional
printed press, etc...
The traditional ways of doing things is being disrupted as
people run their lives on mobile devices
•
Mobile payments
•
Restaurant reservations
•
Boarding passes
•
Social media messaging
•
Etc...
Source:
http://www.emarketer.com/Article/Digital-Set-Surpass-TV-Time-Spent-with-US-Media/1010096
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Why you should focus on Mobile Marketing
strategies?
In the buy process, nearly 81% of smartphone users do their
research on a mobile device, and 50% of them buy using
the same device .... and these trends are growing
Where vouchers are used as a sales or loyalty strategy, there
is a higher conversion rate (over 40%) using mobile
electronic vouchers vs paper based vouchers
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Why you should focus on Mobile Marketing
strategies?
Mobile is flexible!
Different techniques (can be used alone or in
combination)
•
Send deal reminders by SMS
•
Tweet an e-voucher, and get them re-tweeted
•
Use push messages to communicate with your customers
•
Geolocalise your offering
•
Have your customers login via Facebook or Twitter
•
Optimise your social media presence
•
Launch a dedicated App, and you can do virtually anything …
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The Mobile Web Site
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The Mobile Web Site
The mobile web site is the first and most important tool in a
mobile marketing strategy
Forget about using your desktop website as your mobile
platform unless it has a responsive design optimised across
devices
If you don´t have a mobile optimised web site,
make it your top priority
30. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com
The Mobile Web Site
There are plenty of themes and templates for plain
websites or CMS based systems to be optimised for
mobile devices
Search in google for responsive web templates...
You can create different landing pages depending on
whether the access is via mobile or desktop, to transmit
a different message to the user
Instead of creating different landing pages you can make use of javascript to
conveniently show or hide portions of the web page according with the device
used.
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Mobile Messaging
Text Message – SMS
OPT-In SMS
Email for mobile
Push messaging
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Mobile Messaging
Driving messages to your customer’s/prospect’s mobile
devices creates an immediate and direct interaction
Use any form of mobile messaging to
•
Increase store traffic (targeted promotional offers will assist to drive
more traffic to your store)
•
Increase sales (sending electronic vouchers and related promotional
offers through any of the mobile message channels can drive online or
in store sales)
33. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com
Mobile Messaging
Increase your apps usage
You can use push notifications to offer consumers something of
value such as special offers, content, reminders, etc. and, as a
result, your app’s usage will grow
Improve customer service
Keep your customers in touch with what they need to know
Customer retention and loyalty
Send your customers reward and points information, offers and
electronic vouchers to make them feel special
34. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com
Text Messages - SMS
SMS stands for “short message service”
It’s a text-only medium, and allows only short
messages, 160 characters max
Even though it’s a text-only medium, some mobile
devices with “click-to-call” or “click-to-web” capability
will display colored links, URLs and phone numbers
(most smartphone do)
There are different costs depending on the country and
operator of the recipient
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Text Messages - SMS
Bear in mind
People generally don’t like unsolicited messages
Use it only on in exceptional circumstances where you are giving
some kind of added value
Send only to verified actual customers, not for prospects
Read Here the Mobile marketing Association & interactive advertising
bureau laid down guidelines
www.mmaglobal.com/bestpractices.pdf
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Text Messages - SMS
Click-to-call messages
•
Phone numbers should be local or domestic to the country that the ads are targeting
•
Phone numbers should be functional!
•
Premium destination numbers that would result in a charge that exceeds standard rates to the
end user should not be used unless the terms are fully disclosed in the ad
•
Emergency numbers (e.g., 911 in the United States and Canada, or 112 in parts of Europe), or
any unrelated service numbers, are not allowed in SMS ads
Link to Mobile Web site messages
•
Your linked page should be viewable in Mobile Web browsers
•
The content should be related to the advertisement - do not use your home page, use
instead a tailor made page for the message
•
Use a short url service for long urls like bitly.com.
As messages are restricted in length if you have a long url address your real message text would be extremely
short
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Text Messages - SMS
Link to Download messages
– From the device point of view, a link to download a message is just like a web link
– In case of long URLs for web link or download link use a short url service like the one provided
by goo.gl, tiny.cc or bitly.com
– The link should start the download immediately, but it’s a good idea to link to a web page with
more information about the download
– Note that, although any SMS capable device will receive the message, only those that allow file
downloading and manipulation will be capable of interacting with the target download
(smartphones can usually download and manipulate files)
– The format of the download should be compatible with the operating system of the device too
Use it, for example, to send electronic coupons, travel boarding passes, events
vouchers, etc...
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Text Messages - SMS
You should be clearly identified in the ad
The text itself should be clearly identifiable as an advertisement
and easily understood by the receiver
•
Use abbreviations and “text speak” with caution
•
Conduct testing to ensure compatibility of the carrier and devices
with any non-Latin or accented letters prior to use
39. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com
Text Messages - SMS
As a part of your mobile marketing mix, consider embedding
electronic coupons or vouchers in your SMS messages using
a platform like beevou.com which allows you to send
traceable personalised coupons, control the whole life cycle
of the coupon and measure results
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OPT-IN sms
Works the same as the opt-in email service but instead of
sending emails, send sms directly to the mobile device
of the subscriber.
You must advertise how customers can subscribe
Send “OFFERS” to 9999 to receive our daily offer
And provide a way to opt out
Send STOP to 9999 to stop receiving our daily offers
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OPT-IN sms
As for a normal SMS, you will be charged for every SMS
you send and those charges can be different depending
on the country/provider of the recipient
Incoming SMS messages will have a cost for you too
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eMail for mobile
Email is not only for desktop.
Email is one of the most used features in mobile devices
(smartphone and tables) - more and more users are
accessing their email exclusively on mobile
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eMail for Mobile
You will find several bulk email providers across the
network, that will allow you to integrate your
customer/prospect list
If you want to embed electronic coupons/vouchers in your
email messages, consider using a service like
beevou.com to control the life cycle of the coupon and
to measure results
44. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com
Push messaging
Push messaging allows you to send short personalised
messages to your customers’ and prospects’ mobile
devices with almost no cost
To use push messaging you need a compatible app. The
most common services are provided by the main
players in mobile OS, like Apple and Google, and are
free, but there are other several mobile operating
system independent providers who generally charge
you a small amount for a packet of messages.
https://developer.apple.com/notifications/
http://developer.android.com/google/gcm/index.html
45. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com
Push Messaging
You can use push messaging to increase your app usage too
•
Offer to your consumers something of value such as special offers, a
special content, reminders, etc. and sent it through push messages
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Subscription Services
RSS
Twitter
Facebook
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Subscription services
Subscription services allow you to spread a message to all
your subscribers
This is a form of opt-in, as your prospect or customer decides
if he or she wants subscribe to your channel
Subscription services are useful for news and generalised
offers, but not customised offers as you don’t know who is
reading the message
48. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com
Subscription Services - RSS
RSS is the acronym for Really Simply Syndication
Is a XML format obtained via an HTTP address
There are several mobile apps that can receive news and
messages from RSS services
•
Pulse
•
Flipboard
•
Google Reader
•
Digg
•
Etc...
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Subscription Services - RSS
If you have a blog for your business, then you probably
have an RSS server
•
Wordpress based blogs have their own RSS server embedded
•
Joomla, Drupal and many other CMS systems have RSS server
capabilities too
•
All the news or articles that you publish into your blog or CMS
system, will be received by all your subscribers automatically
•
Any kind of content can be delivered via RSS - text, images,
links, video links, etc...
50. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com
Subscription Services - Twitter
Twitter is predominantly used on mobile devices, and
represents a direct channel to your customer’s mobile
Twitter messages are limited to 140 characters, but you can
include in your tweet a url to a (mobile friendly) web page
containing the message. The link itself in a tweet takes 22
chars for HTTP links and 23 for HTTPS links.
Your prospect or client has to follow your twitter account to
receive your messages - include a “follow us” twitter widget
to allow your website and app visitors to follow you
A follower of your twitter account can retweet your message
to their followers to make it viral
51. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com
Subscription services - Twitter
Twitter direct messages
•
Limited to 250 messages per day
•
If you have a direct relationship between your client data and their
twitter account, then you can send one2one personalised messages
with twitter
Ask your customer for their twitter account and store it in your
customer database
The recipient of the message can block your messages by un-following
you, so avoid spam-like messages
If a message is not a personalised one or a message addressed to a
segment of your customer base, use the normal tweet publication
instead
•
Direct messages can only be sent to your existing followers, so your
customer has to opt-in by following you
52. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com
Subscription Services - Facebook
Facebook for mobile
•
Facebook is one of the most downloaded apps in the world
•
A “like” is not the same as a follower
A “like” is just a simple form of promoting a web page (news
page, product page, etc...)
The follower works more or less the same as twitter does - he or
she will receive your news, deals, etc., like a subscription service
53. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com
Mobile Advertising
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Mobile Advertising
Mobile Advertising is the communication of products or
services using mobile devices (mainly smartphones and
tablet devices), using advertising channels such as
Google adwords to reach a determined audience
You can´t personalise the message into a one2one style
conversation, unlike SMS or push messaging
Depending on the channel, you will have more or less
ability to target a demographic segment, and/or
geotargeting for GPS enabled devices
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Mobile Advertising
The way your advertisement is published depends on the
channel used. Some examples are
•
Advertising in web search results through mobile devices
•
Google adwords
•
Advertising on the app download process
•
In-App advertising
•
Advertising in video channels
•
Advertise in Youtube
•
http://www.youtube.com/yt/advertise/mobile.html
•
GPS enabled apps
•
Foursquare, Yelp, Facebook, Google, etc...
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Mobile advertising
Usually you can choose between pay per click model or a
impression model - it depends on the provider you use
Generally in the “pay per click” model the price depends on an
auction
•
The same as the traditional Google Adwords model for the web
search
•
The more you pay per click, the more clicks you will get, because
your banners will appear more and than other advertisers paying
less
57. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com
Mobile Advertising
You will be able to control your campaign in real time, the
same way as you do for Google adwords for desktop search
•
You can set a maximum budget per day, a maximum price per click,
etc...
•
You will have detailed reports about clicks, impressions and so on...
58. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com
Mobile Advertising
You should change your banner content regularly to get as
many clicks as possible without raising the price - Change
your banners every 3-7 days
Take the banner creation seriously because the higher your
banner CTR (click through rate), the more frequently it will
be shown. Thus, you will save your money
CTR is the percentage of people seeing an impression of a banner that
click on it
59. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com
Mobile advertising
Its not just Google - there are other mobile advertising
networks
•
They are companies with systems that work like Google Adwords, but
instead of using the Google search they advertise your message across
their own network (usually free apps)
•
If you contract an advertisement campaign through one of these
companies, your banners will be displayed in the free apps that are
included in their network
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Geolocation & Geotargeting
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Geolocation & Geotargeting
Geolocation and geotargeting are marketing techniques
based on physical location of the mobile device
obtained via GPS
•
Only possible in GPS enabled smartphones
•
If the device is not GPS enabled and the mobile user connects
to the internet, the location can be detected by the IP address,
but this method is not good if you need a precision location
Usually used to offer to the mobile user a service or
product based on the actual location of the device
•
For example searching for restaurants in the local area
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Geolocation & Geotargeting
Couponing
•
Groupon, Living social, Amazon apps etc. use geolocation to
offer active coupons redeemable at a location near you
The platform will charge commission
This are used only to attract new customers to your venues
63. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com
Geolocation & Geotargeting
Your own coupons
•
Using apps like passbook (iOS) or passwallet (Android) the
mobile users are alerted when they have a coupon to be used
in the area where the device is located
There is no commission percentage
Useful for cross and up selling strategies, as well as a loyalty tool
for your existing customer base
You can use a service like beevou.com to deliver electronic
coupons in passbook format to your customers or prospects the
same way as you do with a email message
•
If you have your own app, you can insert a widget to display
your coupons based on the GPS location, like the Groupon or
Amazon apps
Beevou.com allows you to insert “Groupon” like functionalities for
couponing in your own apps
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Mobile Coupons
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Electronic/Digital Coupons
This is one of the main and effective tools in mobile
marketing
Allows you to send to your customers or prospects
electronic coupons, directly to their mobile device via
email, SMS, Twitter etc.
Electronic coupons have a much higher redemption rate
than paper coupons
Your customers store your coupons in their devices, so
they never forget or leave them at home. This
increases the redemption rate
66. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com
Electronic/Digital coupons
Unlike paper coupons, electronic coupons/vouchers are traceable on-
line and in real time throughout their life cycle, from issue to
redemption
Coupons issued direct to a particular customer or contact can be
monitored to see if, when and where a coupon is redeemed
Combined with any additional customer information held, this data
can be analysed to determine the uptake of the promotion by
different customer categories, and to optimise the promotional
offering and customer loyalty
67. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com
The life cycle of the electronic coupon
* Based on beevou.com coupon life cycle
* Image taken from www.beevou.com
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Electronic/Digital coupons
Usually, electronic coupons are identified by an identity unique
code, in the form of a 1D barcode like code128, ean13,
ean8, etc ... or a 2D barcode like QR or PDF417
•
To read those codes your scanner will have to be compatible with
them, or you will need to use some of the mobile apps that allow
barcodes to be read
69. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com
Mobile Coupons - Passbook
There is currently no official standard for electronic
coupons
But there is a de facto standard: Passbook electronic pass
format
•
Created by Apple and available from iOS 6.0
•
Allows different types of passes, like boarding cards, coupons,
event tickets, etc...
•
Basically the provider of the pass sends to the beneficiary a
special file with all the information for the pass
•
The file is electronically signed for security purposes
•
Passbook is one of the 5 most used apps in the US
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Mobile Coupons - Passbook
For Android users there is an app compatible with Passbook
files: Passwallet
•
Passwallet has all the functionalities of the Apple Passbook and some
more, for example Passwallet allows the use of NFC too
https://play.google.com/store/apps/details?id=com.attidomobile.passwallet
71. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com
Mobile Coupons - Beevou
Using services like beevou.com allows you to send and
manage electronic coupons for free, without any up-
front investment and in a matter of minutes
•
With Beevou you can
Send coupons over email or SMS
Create your own list of beneficiaries (customers, prospects or any other)
Allow your customers to transfer the coupon
Control the status of the coupon in real time (traceable)
Redeem coupons using the beevou scanner app, the scanner embedded in
the beevou website or your own scanner using the beevou API
Beevou is fully compatible with Passbook and Passwallet with
geolocation and has a powerful programmable RESTFULL API to
embed all the functions in your own apps
72. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com
Mobile Coupons - Beevou
Beevou.com is the only platform that allows you to use
different type of coupons
•
One use only coupons
This is the traditional coupon, after the coupon is redeemed it becomes
unusable
•
Discount coupons, deals, gift coupons, events, etc...
•
Cumulative coupons (those for stamps)
Specially suitable for up-selling strategies - the customer
accumulates a predefined number of reads until the final
redemption
•
Wash your car nine times and the number ten is for free.
•
Multiple use coupons
Allows you to sell a package of goods or services
•
Four Car Wash for the price of three.
73. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com
Mobile Coupons - Beevou
With beevou you can create your own network of affiliates
•
Sometimes is useful to get a win2win agreement with some
other businesses in your area to share your customer base
and/or give your customers special deals for other businesses
•
With beevou you can define where a coupon can be redeemed.
All you have to do is to invite the affiliate to your network and
then configure your coupon template to be accepted in that
affiliate
•
Consider for example a “clean your car for free” in the nearest
gas station when somebody buys you goods or services for
more than 30$
All payments between your affiliates and you are managed by the beevou
platform too
74. (c) 2013 Hermes Romero & Andrew Mitchell for www.mobilemarketingfree.com
Scanning Mobile Coupons
The problem with barcode scanners
•
Most of the laser barcode scanners are not compatible with
barcodes stored in mobile devices
This is mostly due to the interaction of the laser light with the reflection of
the screen
•
The CCD barcode scanners are usually compatible with mobile
devices but can only read 1D barcodes like EAN, code39,
code128, etc..., but not 2D barcodes like QR
•
The best barcode readers for mobile are CMOS based (camera).
These devices are becoming cheaper as they increasingly
become standard
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Scanning Mobile Coupons
Now most of the manufacturers of barcode scanners are
creating models to scan barcodes from mobile devices
Prices starts from about 90$
Based on CMOS camera, or Laser
Potentially any webcam can decode barcodes in mobile and
desktop devices (see beevou´s web scan)
Some platform providers like beevou.com have their own
scan solutions for free (beevou scan app)
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Loyalty Programs & Mobile
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Loyalty programs & mobile
To-date, most loyalty programs are supported by magnetic or
smart cards
A loyalty plan allows your company to
•
Individually identify your customers and purchases by billing
amount, products, dates, etc ...
•
Give your customers a feeling of exclusivity and preferential
treatment
•
Usually grants some kind of discount or gifts depending on customer
purchases
•
Sometimes the cards are also used as a payment method, or as a
private credit vehicle
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Loyalty programs & mobile
People don’t like to fill their wallet with loyalty cards - mobile
customer loyalty programs allow you to treat your customer´s
mobile phone as a mobile loyalty card
Loyalty plans are moving from the wallet of the customer to the
mobile device through mobile apps
The smartphone-based loyalty apps allow you to analyse consumer’s
behavior
Using geolocation, you can send to your customers personalised
offers based on the data captured by your loyalty plan
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Loyalty programs & mobile
There are mobile loyalty companies that offer mobile apps
to be used by many companies, so the user just installs
one app and uses it for all the merchants that belong to
that loyalty network
•
Your cost will be lower, because all the infrastructure is
developed by the provider
... but ... a network scheme doesn’t feel exclusive
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Loyalty programs & mobile
Some loyalty solutions award the customer with points or gifts
if they simply visit a store (known as “walk-ins”)
•
The customer is notified that the store has a “walk-in” program, and
then has to manually open the app to get the points or gifts for that
store
•
Some other solutions require the use of base devices installed in-
store to be detected by the loyalty application
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Loyalty programs & mobile
Passbook enabled loyalty programs
•
You can simply send to your customers their digital card in passbook
format
•
Your loyalty card will be then added to the passbook virtual wallet in iOS
devices and passwallet in Android
•
There is no need to have an app installed on the device of the customer
•
Can use the location alerts via passbook, to remind the customer to visit your
store when he is nearby
•
Specially useful in anonymous loyalty plans
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Loyalty programs & mobile
You can’t just copy your traditional point-based loyalty
strategies used on physical cards and translate it to a mobile
architecture - this just DOESN’T WORK
•
At least a 30% of the loyalty rewards are never redeemed
“Most mobile-reward programs haven’t yet proven to be as consistent or
effective”
Julie Mossler (Groupon)
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Loyalty programs & mobile
Conclusion
•
You can create a loyalty plan based on mobile if
It is used along with other mobile marketing
techniques
You create, if possible, your own mobile plan instead
of using shared loyalty plans
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Games for Mobile as a Marketing Tool
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Games for mobile as a marketing tool
You can create your own game for marketing purposes
•
For example Paramount Pictures developed an app for the recent film
Star Trek Into Darkness which asked users to complete challenges
like visit a location, take a picture of a landmark, scan a magazine
cover, etc... as a way of getting customers to look again at content
that’s already out there
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Games for mobile as a Marketing tool
This Angry Birds game is another good example
http://www.businessinsider.com/ad-exec-reveals-the-secrets-to-successful-mobile-video-ads-2013-8#ixzz2e0awrDd1
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Games for mobile as a Marketing tool
But – it is very expensive to develop a game
You have to develop a good advertising campaign for your
game
Usually is better to use some successful game to advertise, or
simply advertise on games using some of the mobile
advertising networks available
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Video on Mobile
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Video on mobile
Cisco reports that mobile video made up over 50% of mobile
traffic in 2012
25% of total reproductions of YouTube are made from mobile
devices
Social media has played a significant part in the growth of
mobile video with the “share” button models
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Video on mobile
Create your own videos and upload to YouTube the same
way you do for your online marketing strategy
•
Ensure they are optimized for mobile devices
•
No Flash, just pure HTML5 - usually video platforms like YouTube or
Vimeo convert the video depending on the user´s browser, so you don´t
have to worry about that
•
Use short time length videos
•
Be sure not to use copyrighted material as for example music -
some of this content is blocked for mobile devices, while for
desktop may be permitted
•
Always test your videos in phone and tablet devices with different
screen sizes
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Video on mobile
Yes, video ads is affordable for small companies too
•
Google has new plans that allow you to advertise your videos
in YouTube
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Video on mobile
Be creative
•
Keep your video short and sweet
Play rates drop off significantly after 45 secs
Deliver your key message within the first 10 secs
About 15 secs in length would be best
•
Be clear about what your business offers
•
Provide clear next steps for customers to take after finishing
the video
Make a purchase
Visit website
Visit physical store
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Video on mobile
Update your content
•
It's important to keep your content fresh so
people will keep coming back, especially if you're
promoting a video channel
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Video on mobile
The social fact
•
Don´t forget that video networks such as YouTube or Vimeo are also
a community-driven social media network that values meaningful
content and genuine community engagement with real people and
stories
Create video content that builds a relationship with the network users, instead of a
pure only advertising that will make it harder for you to drive viewer engagement
with your brand
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Video on mobile
Adwords for video allows you to advertise in two different
formats
•
Adwords for video
Your ad videos must be hosted on YouTube
CPV cost per view bidding
•
Display ad builder
Your ad videos can be hosted wherever you want
You can choose between
•
CPC (cost per click)
•
CPM (cost per thousand impressions)
•
CPV (cost per view)
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Video on mobile
Advertise your company in a short video in two different
ways:
Before videos, when a user clicks to see a video (preferred)
In video search results
You can choose your target depending on gender, age,
location, etc...
You can even configure the devices where the video will
be showed
Don´t forget to create a call to action overlay for your
video
Can generate subscriptions to your video channel
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Video on mobile
In-stream video ads allow you to insert your ad into the
beginning or middle of other video content
•
While this method is a great branding medium, it often has lower
conversion rates than other online formats
Direct traffic from your ads to your brand's YouTube channel or website
with additional video content
•
By continuing a customer's video experience, you're more likely to get better conversion
rates than sending your customer to a text-only site
Make sure your landing page is relevant to the content of your ad
•
For YouTube landing pages, consider directing customers to a page or brand channel tagged
with an AdWords remarketing code to increase your brand exposure and how often your
message is shown to viewers
Avoid using keyword targeting for your campaign, since this could
significantly limit how often your ads are shown
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Video on mobile
Keywords
•
Choose keywords related to topics that entertain people, such
as: names for celebrities, titles for movies and television
shows, quotes, actions or verbs, objects in the video, or
emotions that relate to the content
•
Think about trends in online video overall, plus trends on the
relevant site, whether it's YouTube or other sites on the Google
Display Network. Examples include: current events, political
awareness, celebrity gossip, and popular videos
•
Consider using the tags of your viewers to create keywords
•
Use negative keywords to filter out unwanted searches
•
Refine your keywords periodically
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Video on mobile
Use YouTube analytics to see which parts of videos keep your
viewers most engaged
Analyze which keywords and referrers are driving traffic to
your video
Using adwords for video
You can see more information here:
https://support.google.com/adwords/answer/2375425
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Video on mobile
There is a recent study that showed that users abandon
the videos on YouTube if the video takes more than 2
seconds to start(!), and every 1 second delay further
increases the abandonment rate dramatically
There’s nothing as good as the CPMs of video advertising.
When compared to the likes of the mobile banner or
even full screen interstitial – Video wins EVERY TIME
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Video on mobile
Ensure to have a direct link for your video instead of using an
additional screen in the middle
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Consumer Feedback and Surveys
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Consumer Feedback & surveys
Mobile devices give us the opportunity to get consumer
feedback faster than traditional survey tools
Consumer feedback can be recovered through surveys or
apps that allow their users to rate your product and
services
•
Controllable surveys and non controllable surveys
The data of your consumer feedback is now more
important than ever, because of the social ecosystem
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Consumer Feedback & surveys
Surveys vs ratings
•
Surveys usually are created by you to get feedback from your
customers and to take decisions based on the conclusions of
the survey
•
Ratings are short surveys that allow your customer to rate
some of your products or services in a quick and easy way.
Ratings are usually used to be shared with the community
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Consumer Feedback & surveys
Its real time
•
All the systems used for surveys and rating work mainly in real
time
This give you the opportunity to take decisions based on data
almost in real time
For example you can get a customer feedback on-line and resolve
the problems he is facing almost at the same time he is giving you
the feedback, using automatic alerts
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Consumer Feedback & surveys
Higher response rates
•
Studies are demonstrating that the rate of response of a survey
is higher using mobile devices than traditional ones, like
desktop web based surveys and of course paper based
Mobile surveys can be delivered using
•
SMS powered surveys
•
Mobile web surveys
•
In App surveys
•
Mobile coupons surveys
•
In App consumer real time feedback
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Consumer Feedback and surveys
The beauty of mobile is that we can quickly change the
questions based on feedback (dynamic surveys)
Mobile feedback systems will be more like a conversation
Real Time compliant – Real time response
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Consumer Feedback & surveys
Survey completion rate on mobile for a well managed
panel can be as high as 80%. Typical completion rates
with online panel vary from 10-15%
•
Less, small and clear questions will help you to increase your
completion rate.
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Creating your own mobile app
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Creating your own mobile app
You can create your own mobile app to drive your mobile
marketing programe
Your own app will allow you to
•
Establish a one 2 one relationship with your customers
You can send personalized content
•
Messages
•
Coupons and Vouchers
•
Special offers
•
News and product or service information
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Creating your own mobile app
Offer your customers added value when installing your
app
•
Give them if possible operational tools like
Appointment and reservation
Orders
Access to exclusive and last minute deals
Information about their expenses, invoices, payments, etc...
Hot line & support
Etc...
•
Nobody will install your app if it doesn´t give some kind of
valuable add-ons
The app stores are full of apps with no more than 10 downloads
In July 2013, more than 50,000 new apps where uploaded to iTunes
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Creating your own mobile app
You can integrate in your mobile app some of the techniques
that we have seen before in this tutorial like
•
Coupons / vouchers
•
Direct access to your mobile site, as well as your content, videos,
and so on
•
Surveys and Polls about your products and services
•
Tools for your loyalty plan
Customer identification
Points redemption
•
Geolocation
•
News feeds
RSS, Twitter, Facebook, etc...
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Augmented Reality
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Augmented Reality
Augmented reality (AR), overlays text, images, or video over
physical objects
Still in very early stages - not significant so far in mobile
marketing
Google Glass is the most significant development to-date
Google Glass has helped to understand what augmented reality is
and what it could mean for mobile marketing
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Augmented Reality
Augmented Reality at the point of sale
•
Via your mobile using your camera you will be able to see a virtual
object and get a direct link to buy it
Augmented Reality and Location based services - discovery
•
Yelp is using augmented reality in their app to show you via the
augmented reality viewer nearby restaurants and their ratings
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Augmented Reality
Field Trip by Google
•
Is another example of discovery using Augmented Reality
•
Useful for travelers; shows you information about the places you are
visiting
•
Deployed for iPhone, Android and Google Glass
Junaio is another interesting product to follow up
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(c) 2013 All rights reserved Hermes Romero, Andrew Mitchell & mobilemarketingfree.com