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Keep it Short and Useful: Mobile Marketing that Seamlessly Fitsinto Customers’ Lives and Delivers Value

SPEAKER:Chi Modu, Founder Chief Transformation Officer diverseinsights.comdidigital.net

MODERATOR:Alli LibbAmerican Marketing Association

SPONSOR:Aquent: aquent.com

Mobile

mo•bile - Being able to move or be moved freely or easily

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Brands Must Align With Current Information Access Points

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What We’ll Cover:

• Advantages of mobile vs. non-mobile marketing

• The parts of the mobile equation

• The surprisingly most effective of all the mobile tools

• How to effectively engage the consumer in conversation

• How to move consumers to action

• Consumer concerns and privacy overview

• Case studies

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Advantages of Mobile vs.Non-Mobile Marketing

• Omnipresence

• Reduced targeting errors

• Improved data management

• Always on and always aware

• Location awareness

• Intimate platform

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A Few Stats:

• Over 50% of global population pays to use mobile device

• 75% of US population or 232 million users of mobile phones

• Mobile banking to double to 400 million people by 2013

Source: International Telecommunications Union, an agency of the United Nations

Source: Pew Internet Research

Source: Juniper Research

Address bookAudio recorderCalendarCameraGame DeviceGPSLaptopMusic playerNote padRemote controlTelephoneTelevisionWallet

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Consolidation of Devices

Mobile Device =

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Five Parts of the Mobile Equation• Applications for smart phones (phones with internet access)

• Mobile web m.yourbrand.com vs. yourname.mobi or sites built with mode of access detection capability

• SMS (short message service) Short code marketing and texting

• Kindle, iPad, etc. Content access devices with added functionality

• Location based services Foursquare, Gowalla, and more

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What Does All of This Mean?

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Societal and Behavioral Shifts

• Smart info consumption

• Control of when/where and how to consume

• Increase of tasks in shorter time frame: e.g. 31 to 24 hours

• User-generated content more the norm

• • •

Source: OTX - US Think Tank

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What is the Most Effective of All Mobile Tools?

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The Most Effective Tool is the One That Your Customer is Most Familiar With

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When Integrating Mobile

• Create or refine your overall brand strategy

• Create a mobile plan and implementation course that is informed by your brand strategy and position

• Research and study your customers’ mobile behavior and information consumption preferences

• Understand what your customers (and prospects) expect from your brand

• • •

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Moving the Customer from One Channel to Next:Seamlessly integrate mobile CTAs (calls-to-action) with your non-mobile marketing

• Applications

• Mobile web

• SMS (Texting/Short Message Service)

• Kindle, iPad…

• Dynamic/location-based engagement

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Integrate and Leverage All Components of the Mobile Mix to Connect with Your Non-Mobile Marketing Efforts

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How do you best engage yourcustomer in conversation?

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Five Parts of the Mobile Equation• Applications for smart phones (phones with internet access)

• Mobile web m.yourbrand.com vs. yourname.mobi or sites built with mode of access detection capability

• SMS (short message service) Short code marketing and texting

• Kindle, iPad, etc. Content access devices with added functionality

• Location based services Foursquare, Gowalla, and more

VS.

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Taste Tests Still Work

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Thin Line Between “Spooky,” “Creepy” and Annoying

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Case Studies…

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Bowery Mission of NYC

Goal:To be the most effective provider of compassionate care and life transformation for hurting people in New York City.

Established in 1879

Challenge: To raise awareness of the plight of the homeless and hungry in New York City and increase donations

Strategy:Approach the age-old problem of hunger and homelessness with a 21st century solution.

Creative use of SMS that included facts, trivia, words of inspiration along with Bowery’s services for users of the services, donors and prospects.

Result:Increased awareness of the Bowery’s Mission

Bonus:Selected Best of Non-Profit, 2009, by Mobile Marketer

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Bowery Mission of NYC - Pro Bono Project

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General Mills: Wheaties Fuel

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General Mills: Wheaties Fuel

Challenge: Create a mobile campaign to support the new Wheaties Fuel to help reinvigorate and modernize the Wheaties brand

Strategy/ResultCreated next generation SMS campaign integrated with offline, television, and print promotions in partnership with Men’s Health Magazine.

Bonus:Selected among top 10 campaigns of, 2009, by Mobile Marketer

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Keep it Short and Useful: Mobile Marketing that Seamlessly Fitsinto Customers’ Lives and Delivers Value

SPEAKER:Chi Modu, Founder Chief Transformation Officer diverseinsights.comdidigital.net

MODERATOR:Alli LibbAmerican Marketing Association

SPONSOR:Aquent: aquent.com

Thank You!

Get in touch:chi@diverseinsights.com