Brand in the hand

How do you feel without mobile?

“I felt like I had left one my children some where”

Getting personal

• Cell phones have become status symbols• Like clothes and jewelry, have external

communicators of self• People have emotional connection with their

phones

A framework for mobile marketing

HBR

The two basic questions to askWhat is in it for your customers?What is in it for you?

Remember That you are not only competing with your competitorsBut with every thing your customers can do on their phone

POST method to plan mobile strategy

• People• Objectives• Strategy• Technology

Have clarity on people (consumer behavior) and objectives

before designing a mobile strategy and choosing a technology

Examine your customers mobile behavior

People

Mobile web users are influential and attractive to marketers

• Owners of different devices may behave differently

• If you already have a mobile website, pay close attention to the devices that access it– A retailer redesigned its mobile web site after

noticing 80% of the traffic is from iphone users• Youngsters are more likely to use devices like

iphones and download content

Objectives

• Increasing sales– Pizza Hut’s iPhone application

• Targeted young audience• Built a pizza delivery racing game in to the app• Made it easy to add toppings • iPhone orders are of significantly higher value than

telephone orders• Generated 1 million in sales in the first 3 months

objectives

• Decreasing costs– Nationwide Insurance iPhone app that guides its policy

holder through the process of filing a claim right at the place of accident

– Saves agents time and cost

• Increasing loyalty– Bank of America’s app can be used to

• Locate nearby ATMs• Check account balance

– Airlines deliver information on flights, delays, cancellations

Strategy – what is the long term plan for the App?

• What systems does your application need to coordinate with – billing, customer service

• How will you publicize and promote your App– Traditional media (BOA)– Admob

• Once an application is built – Will you concentrate on reaching more people by supporting more

platforms or– Extend the functionality by adding more features– How will you gather data from mobile users and how will you use it?– Who is responsible for the data?– Is it for short term or long term? If long term who will maintain the

application?– What is your model? Will you charge for it or use it support rest of the

business?– What are the metrics?

Technology – what type of mobile applications are you building?

• Text messaging – Every phone supports it– Provide the broadest reach possible– text messages are more likely to be opened and read – 97 percent as

compared to 22 percent of email messages – within three minutes of receipt– Much higher click through rates and conversion rates than e-mail– You can use them to

• Promotional messages• Notices for pending bill payments

– Use them• If your customers need information on the go• They will value the updates

– However• The messages must be short and simple

– May be more useful where smart phones penetration is low

• MMS– Does not require users to download any app– You can send high-resolution images, videos, audio

• Can create good brand experience

– Charlotte Russe, successfully uses MMS to show off the brand’s latest clothing and accessory line

– Redemption of coupons sent through MMS have higher redemption than simple sms coupons

• Mobile sites– Which bits of information are more useful to mobile users– Remember different mobile phones have different screen sizes/ resolutions– Design layouts, menus, graphics – make it easy to use and navigate

• Apps

Can access– location– your phone and email contacts– call logs– internet data– calendar data– the device’s unique IDs– information about how you use the app itself– Costly to develop (around $100,000)– Need promotion

Technology – what type of mobile applications are you building?

App strategy• Understand your customers

– Demographics– Devices they use

• Use imagination to help your customers– Kraft’s ifood assistant– Make it easy for people to choose from 7000 recipes by type – (or) by available ingredients

• Build architecture such that interfaces can be easily constructed for the new phones

• What is promotional strategy?– an average of 2,000 apps entering the marketplace every day– Given that thousands of Apps are available, many of them fail

– 68 percent of smart phone users only use five or fewer apps at least once a

week

Issues with mobile marketing

• Varying and smaller screen size• Different platforms (ios, android etc)• Privacy issues• Who is responsible for data

– Mobile service provider, app developer, advertiser

A guide to successful mobile marketing

• Do• Create experiences and tools people will find

useful. Think about what interactivity you could add.

• One of the reasons an application is successful is that it does something, rather than says something.

• This can be quite a shift in thinking for traditional marketers.

A guide to successful mobile marketing

• Don't• Confuse quantity with quality. Don't blanket message

customers if they have trusted you by giving you their details.• Start with what you think your customers would like, not what

you'd like to sell them.

A guide to successful mobile marketing

• Do• Use the power of location. Now that more handsets have GPS,

it's never been easier to use geography to make your message more relevant.

• Delivering the right message, at the right time and in the right location is the holy grail of marketing.

• Mobile can make this a reality.

A guide to successful mobile marketing

• Don't• Think of mobile (or any platform) in isolation. • Today's consumers come into contact with brands at multiple

touch points. • The best creative tends to be integrated and work over many

channels. Mobile should be part of an integrated marketing strategy that involves traditional channels.

A guide to successful mobile marketing

• Do• Offer your mobile contacts a way of opting out of

receiving messages, such as sending the word "stop“.