Michael Oliver Kurt Karlenzig

Mobile Marketing:Supercharge Your Brand From Your Customer’s Pocket

The Marketing Store Worldwide

© 2011 The Marketing Store. All rights reserved. .

The Marketing Store Worldwide

Michael J Oliver @michaeljoliver

Kurt Karlenzig @Kurtkar

@marketingstoretmsw.com

© 2011 The Marketing Store. All rights reserved. .

birmingham | buenos aires | chicago | hong kong | london

paris | santiago | sao paolo | shanghai | sydney | toronto

Established in 1986

904 people worldwide

Part of the HAVI group

© 2011 The Marketing Store. All rights reserved. .

2 © 2011 The Marketing Store. All rights reserved. .

2

AgendaGrowthBehaviorGamification

Marketing Opportunities:DEVELOPING YOUR ROADMAP

Mobile MarketingSupercharge Your Brand From Your Customer’s Pocket

© 2011 The Marketing Store. All rights reserved. .

3

GROWTH

© 2011 The Marketing Store. All rights reserved. .

4

Massive Mobile Adoption

SOURCE-­‐  MARY  MEEKER-­‐  MORGAN  STANLEY  

© 2011 The Marketing Store. All rights reserved. .

2000 2007

Mobile gets smarter ...

© 2011 The Marketing Store. All rights reserved. .

6

SMARTPHONES OUTSOLD PCS for the first time ever in Q4 2010

SOURCE-­‐  IDC  DATA

SMART PHONES100.9  MMUNITS

PCs92.1  MMUNITS

© 2011 The Marketing Store. All rights reserved. .

Mobile web useis predicted to eclipsefixed internet use by the end of 2013

© 2011 The Marketing Store. All rights reserved. .

There  are  more  mobile  phones  in  the  world  than  toothbrushes  

>90%  Americans  have  phone  withinreach  24/7

Average  response  Nme  for  email  is  48  hours-­‐  4  minutes  for  a  text

Mobile  Coupons  have  10x  redempNon

© 2011 The Marketing Store. All rights reserved. .

Social web is mobile

© 2011 The Marketing Store. All rights reserved. .

“Revolution doesn’t happen when society adopts new technology – it happens when society adopts new behaviours”

- Clay Shirky

© 2011 The Marketing Store. All rights reserved. .

SOURCE-­‐  MARY  MEEKER-­‐  KPCB  -­‐  FEB  2011

New Behaviour

© 2011 The Marketing Store. All rights reserved. .

2

Rapidly changing environment for marketing

© 2011 The Marketing Store. All rights reserved. .

BEHAVIOUR

© 2011 The Marketing Store. All rights reserved. .

SOURCE-­‐  EMARKETER-­‐  MARCH  2011

BEHAVIOUR

© 2011 The Marketing Store. All rights reserved. .

Retailer apps(Walmart,  Target,  Etc.) 52% Deal sites

(Groupon, Etc.) 49% Barcode scanners 42%

Location-based apps for nearby deals 22%Coupon apps 37% Price comparison

34%

SOURCE-­‐  EMARKETER-­‐  MARCH  2011

Moms & AppsShopping Apps - US Mom Smartphone Owners

© 2011 The Marketing Store. All rights reserved. .

© 2011 The Marketing Store. All rights reserved. .

2009 Over 1 MM codes Were entered via mobile

2010 70% of audienceVoted via mobile sms

2011 >25% web visitsvia mobile

Our CustomersGrowing Interest in Mobile Interaction

© 2011 The Marketing Store. All rights reserved. .

© 2011 The Marketing Store. All rights reserved. .

© 2011 The Marketing Store. All rights reserved. .

© 2011 The Marketing Store. All rights reserved. .

The Angry Bird Effect

© 2011 The Marketing Store. All rights reserved. .

© 2011 The Marketing Store. All rights reserved. .

GAMIFICATIONInfluence + EngagementGAMIFICATION

© 2011 The Marketing Store. All rights reserved. .

Social LayerConnections + Connectivity

2000-2010

© 2011 The Marketing Store. All rights reserved. .

Social LayerConnections + Connectivity

2000-2010

2008 - Facebook Connect

© 2011 The Marketing Store. All rights reserved. .

2010 - Facebook Open Graph

Social LayerConnections + Connectivity

2000-2010

© 2011 The Marketing Store. All rights reserved. .

The game layer on top of the worldSeth Priebatsch

Influence + EngagementGame Layer2010-2020

Social LayerConnections + Connectivity

2000-2010

© 2011 The Marketing Store. All rights reserved. .

Gamification The process of using game thinking and game mechanics to solve problems and get people to do stuff.

© 2011 The Marketing Store. All rights reserved. .

game thinking & mechanics StatusAccessPowerStuff

Sticky

+++

+

Cost

+++

+

Gabe ZichermannGamification - Designing for Engagement

© 2011 The Marketing Store. All rights reserved. .

game thinking & mechanics Turns

Action points

Auction or bidding

Capture/Eliminate

Catch-up

Dice

Movement

Resource management

Risk and reward

Role-playing

Tile-laying

Game modes

Goals

Loss avoidance

Piece elimination

Puzzle guessing

Races

Structure building

Territory control

Victory points

Combination conditions

© 2011 The Marketing Store. All rights reserved. .

AR(Augmented Reality) X Motion Sensor X GPS X Coupon = iButterfly

© 2011 The Marketing Store. All rights reserved. .

User Value Business Value

I gain points

I check inThe Gamification BattlefieldBuster Benson, The Game Always Wins

© 2011 The Marketing Store. All rights reserved. .

You get answers & build reputation, we grow our platform

Buster Benson, The Game Always WinsThe Gamification Battlefield

User Value Business Value

© 2011 The Marketing Store. All rights reserved. .

Loyalty vs. EngagementEmotions vs. DemographicsMetrics RuleDesign for MotivationDesign Over Time

Gamification { © 2011 The Marketing Store. All rights reserved. .

© 2011 The Marketing Store. All rights reserved. .

Content! Players!

Interacting!

Acting!

What’s your Engagement Style?!

Explore!

Express! Compete!

Collaborate!

Amy Jo Kim, Ph.D.Smart Gamification

Know the engagement style of your players

Explore Collaborate

CompeteExpress

© 2011 The Marketing Store. All rights reserved. .

Amy Jo Kim, Ph.D.

Know the engagement style of your players

40

Content! Players!

Interacting!

Acting!

What’s your Engagement Style?!

Explore!

Express! Compete!

Collaborate!Explore Collaborate

CompeteExpress

Smart Gamification

Win Challenge

TauntShowoff

Compare

PurchaseCreateBuild

Design

DecorateCustomize Choose

View Collect

VoteRate

ReviewCurate

Comment LikeGreet

GiveHelpShare

© 2011 The Marketing Store. All rights reserved. .

Amy Jo Kim, Ph.D.

Know the engagement style of your players

41

Content! Players!

Interacting!

Acting!

What’s your Engagement Style?!

Explore!

Express! Compete!

Collaborate!Explore Collaborate

CompeteExpress

Smart Gamification

ChallengeBuild

Curate Give

© 2011 The Marketing Store. All rights reserved. .

Gabe Zichermann42

Gamification - Designing for Engagement

Engagement =

RecencyFrequencyDurationVirality(sharing)Ratings

© 2011 The Marketing Store. All rights reserved. .

43

© 2011 The Marketing Store. All rights reserved. .

18

ROAD MAP

© 2011 The Marketing Store. All rights reserved. .

Developing a Mobile Marketing Plan

© 2011 The Marketing Store. All rights reserved. .

DEVELOPING MOBILE OFFERINGMapping offerings to unique capabilities of mobile

© 2011 The Marketing Store. All rights reserved. .

Developing Mobile OfferingMapping elements to customer lifestyle and interests

© 2011 The Marketing Store. All rights reserved. .

Social  Connec+ons OrderingPayments  

Examples

© 2011 The Marketing Store. All rights reserved. .

Examples

© 2011 The Marketing Store. All rights reserved. .

Examples

© 2011 The Marketing Store. All rights reserved. .

Examples

© 2011 The Marketing Store. All rights reserved. .

Key Takeaways

• Mobile web reach has hit a mass adoption tipping point.

• SoLoMo behaviour is flipping marketing models

• New behaviour is evolving around the always on always connected lifestyle requiring new engagement models

• Marketers must approach mobile with a plan to deliver experience and value

• Build a roadmap and strategy around the intersection with your customers lifestyle and your brand

© 2011 The Marketing Store. All rights reserved. .

The Marketing Store Worldwide

Michael J Oliver @michaeljoliver

Kurt Karlenzig @kurtkar

@marketingstoretmsw.com

Thank you

© 2011 The Marketing Store. All rights reserved. .