Presented by Elliot RobiaPixel Farm is a creativity company
ofering all of the services associated with video production,
animation, interactive marketing and mobile development.The State
of Mobile Usage234 million Americans age 13+ are mobile subscribers
(90% of the U.S. population) 50.4% of all U.S. mobile subscribers
own smartphones 1.comScore, 20102.nielson, 2012The State of Mobile
Usage85% of the worlds population has wireless access, providing
greater reach that the electrical grid (80%)200,000,000+ farmers in
India receiving government payments / subsidies via mobile
devicesSource:KPCB Internet TrendsThe State of Mobile UsageMobile
internet usage most prevalent in the US and Japan, but usage in
China and India is growing rapidly (with a lot growth
ahead)Source:KPCB Internet TrendsCOUNTRY 3G SUBSCRIBERS 3G
PENETRATION Y/Y SUB GROWTHUS 179 million 56% 26%Japan 117 million
97% 10%China 40 million 4% 172%India23 million3% 1050%The State of
Mobile UsageThe State of Mobile UsageApple sold more iOS devices in
2011 than all the Macs sold in its 28 years of
existence1.www.theregister.co.uk/2012/02/17/apple_ios_v_mac_sales/The
State of Mobile UsageThe State of Mobile UsageSource:O2The State of
Mobile UsageSource:O2Over 2 HoursThe State of Mobile UsageThe State
of Mobile UsageMore users on social networks today than users of
the entire internet in 20061.KPCB Internet TrendsThe State of
Mobile UsageAndroid & iOS Users More Than Doubled28% Increasein
Apps per SmartphoneIncreasingly More Time Being Spentin Apps
vsMobile WebThe State of Mobile UsageA mobile device is uniquely
personal.Its always on.Its always on you.And its totally
customizable.The State of Mobile UsageMASLOWS HIERARCHYOF
NEEDSMODERN CONSUMERSHIERARCHY OF NEEDSSource:KPCB Internet
TrendsThe State of Mobile UsageMarketing to Your Mobile
CustomersDisplay AdsSMS/MMSBluetooth messagingLocation Based
MarketingQR CodesMobile Commerce & ShoppingPaid SearchVoice
MarketingMobile AppsMarketing to Your Mobile CustomersConsider
online marketing:Search, video, and social media are very diferent
disciplines.In the same way that these disciplines can work
together in online marketing, the best approach in mobile is an
integrated approach.Coupons can be delivered via text messages that
link to barcodes. Mobile display ads often promote applications.
Mobile social marketing can include video and mobile search and
should run in conjunction with other non-mobile promotions.Mobile
marketing is not a single marketing channel.Marketing to Your
Mobile CustomersStep 1:Identify Your GoalsIncrease trafc to the
Council Blufs storeIncrease social media engagementBuild awareness
about a new product/serviceMarketing to Your Mobile CustomersStep
2:Determine Your Target DemographicIf its too broad, elements of
your campaign (mobile website, app, SMS system) may try to do a lot
of things poorly instead of a handful of things well.If its too
niche, there might not be a large enough audience to be worth the
efort. Marketing to Your Mobile CustomersStep 3: Understand Your
DemographicDoes your target audience use mobile?How much of your
current web trafc comes from mobile devices?How does your audience
use their devices?Marketing to Your Mobile CustomersAre they likely
to text, take pictures, search, play games, use social media, read
news, look for local businesses, surf the web, download apps, or
scan barcodes?Do they mobile devices to shop?When are they using
their devices?How much time do they spend using their
devices?Marketing to Your Mobile CustomersAnswer these questions
frst!Resources:comScore, Nielsen/NetRatings, the Mobile Marketing
Association and Forrester Research.What are your competitors are
doing?What are other companies who sell to the same demographic as
you doing?Marketing to Your Mobile Customers Identify Your Goals
Determine Your Target Demographic Understand Your Demographics
Mobile Behavior Develop Your Mobile StrategyMarketing to Your
Mobile CustomersDisplay AdsSMS/MMSBluetooth messagingLocation Based
MarketingQR CodesMobile Commerce & ShoppingPaid SearchVoice
MarketingMobile AppsMarketing to Your Mobile CustomersMarketing to
mobile customers does not necessarily mean you need to build an
app!You don't launch a television station just so you can market
your brand on television!Marketing to Your Mobile CustomersMobile
Display AdsMobile Web Ads In-App AdsMobile Display AdsUse ad
networks to distribute ads to mobile websites and apps that your
target demographic uses.Google, InMobi, AdMob, Quattr Wireless,
Millennial Media, Medialets, Greystripe, Celtra, and many
others.Mobile Display AdsMobile Display AdsBlyk (Finland, UK,
India) ofers 16-29 year olds free text messages and minutes in
exchange for viewing targeted ads on their mobile devicesService
ofers 5000 Blyk-to-Blyk texts and minutes, and has 4 million
subscribersMobile Display AdsMobile Display AdsText
MessagingTexting is the most popular mobile activity.Its twice as
popular as mobile browsing or app usage.Emails sometimes sit
unopened for weeks.90% of texts are read within 3 minutes.Text
MessagingText like username to FBOOK
(32665)www.facebook.com/FredGoodwillText MessagingContest entries:
ofer users the option to enter contests via text.Universal Home
Entertainment ran an SMS marketing campaign for the launch of their
DVD Bring It On: Fight to the Finish. Website visitors were
encouraged to text BringItOn to enter to win a prize pack. In doing
so, Universal was also able to collect opt-ins for an SMS reminder
when the DVD went on sale.Text MessagingSMS works well for time
sensitive information.Your fight is delayed.Backstage passes go on
sale tomorrow at 10pm!Text MessagingGet Permission - Always obtain
consent in the form of an opt-in before messaging users. SMS is
extremely personal and unwelcome messages can irritate
people.Messages can also cost users money, so its important that
the recipients know what theyve signed up for and understand the
implications.Text MessagingQR CodesQR CodesMobile CommerceMobile
CommerceMobile shoppers are simultaneously in the physical world
and in the online world at all times.They dont want to get home and
fnd out that the product they bought has terrible reviews or is 30%
cheaper somewhere else.Mobile CommerceMobile CommerceMobile Coupons
give you the opportunity to capture price-sensitive customers, and
they also allow you to capture data for future marketingHave
consumers sign up online or register via email address, SMS or QR
code to receive ofers to their phoneCoupons can generally be
redeemed in stores at a register by having the consumer show the
cashier the coupon, and the cashier can enter the code. Barcodes
can also be scanned directly on the phone.Mobile CommerceIHOP
ofered consumers a free short stack of pancakes to anyone who
texted IHOPFREE to their shortcode.Mobile CommerceText coupons to
827438 (TARGET) to have coupons sent to your phone that can be
scanned during checkout. Mobile CommerceMobile SearchThe
introduction of Google AdWords in 2000 revolutionized the search
business by tying advertising spend to purchase intent. Mobile
SearchMobile SearchWith mobile search, consumers can now check
product reviews and compare prices while theyre looking at a
product in a physical store. Mobile search could potentially be a
lot closer to the purchase point than a desktop search (and
therefore be more valuable).Mobile SearchSource:Marin Software,
State of Mobile SearchMobile SearchGoogle mobile search volume is
up 500% in the past 2 years Mobile search is especially useful for
on-the-go users making local search queries in ! mobile searches
has local intent 1.Google Retail Advertising Blog2.Kelsey
GroupMobile SearchTarget immediate needs70% of mobile search users
complete their task within 1 hour (compared to 30% with desktop)A
search for urgent care clinic could trigger Open 24 hours!No
Appointment Necessary!A search for mexican food from 11am-2pm could
trigger an ad featuring a lunch special.Searches from 4-6pm could
feature 2 for 1 margaritas1.Mobile MarketerMobile SearchMobile ads
should target on-the-go usersMobile SearchMobile SearchCouple
Things To Note:Send users to a mobile optimized siteIts even more
important to be in position 1 or 2Mobile SearchMobile AppsMobile
AppsApps must provide value because there is a barrier to
entry:Someone has to download your app before they can use it, and
if it doesnt provide them with something valuable, theyre not going
to want it cluttering up their device.If you are going to invest in
an app, make it something that you would actually want to use
yourself.No one wants to download an ad.Mobile AppsDefne the value
proposition1. Will your app be useful or entertaining?2. Are there
existing apps or mobile websites that do the same thing? If so,
what are your diferentiators?3. How will it beneft your brand and
business?Mobile AppsRemember your goals?How will this app increase
trafc to the Council Blufs store?How will this app increase social
media engagement?How will this app build awareness about a new
product/service?Mobile AppsA tool provides valueThe Chase Bank
mobile app allows customers to deposit their checks via a quick
photo deposit using their mobile apps. Mobile AppsEntertainment
provides valueNASCAR is the largest spectator sport in the world.
#2 most watched regular season sport on TV (after the NFL)Mobile
AppsThe Goal: 3M wanted to bring social media attention to the 3M
Racing Team in a fun and engaging way.Mobile AppsThe Idea:A mobile
trivia game that revolves around drivers social media posts. Reward
players with badges and trophies to increase sharability.Mobile
Apps#4 Free Sports App in the Apple App store100,000+ total
downloadsIncreased Facebook Likes to over 14,000 in just under two
monthsMobile AppsDo you need an App or a mobile website?Start by
asking the question:What do you need it to do?Mobile AppsDo users
need an interactive user interface?Apps provide full control of UI
and ability to build rich user experience.Certain UI elements dont
work as well, or at all, on mobile sites. If you want to provide
immersive entertainment or rich product demos, such experiences may
only be possible through apps.Mobile websites can work perfectly
well for product information, comparison shopping, store or venue
location, etcMobile AppsDo users need to make use of phone features
like GPS, camera, contacts, calendar, etc?Do you have content that
users need to access ofine?Mobile AppsNorthern Spark is annual
art/music event attended by 50,000+ people in Minneapolis and St
PaulMobile AppsWith hundreds of projects being exhibited at 30+
venues, how do visitors easily fnd artists/musicians that are
interesting to them?Mobile AppsThe Idea:An iOS/Android mobile
application that allows users to browse and prioritize events
theyre most interested in based on maps, descriptions and Twitter
popularity. Mobile AppsUsers search the map by project type (flm,
music, etc) and fnd interesting events near themUsers unlock hidden
prizes around the city by tweetingTwitter posts referencing specifc
exhibits/artists generated heat maps, indicating popular
locationsMobile AppsWith 50,000+ people accessing large amounts of
data in a small geographic area, how do you avoid overloading
cellular towers?Mobile AppsFinal ThoughtsMarketers cannot use it
without frst being invited in by their audiences. Also, its illegal
to rent a list of mobile phone numbers.Privacy continues to be a
concern for the vast majority of people (73% express concern over
personal data collection).We need to continue to provide value and
remain sensitive to our users.If we overload them with mobile ads
or text them without their permission, they will cut us of.1.Mobile
is Extremely PersonalFinal ThoughtsGiven how seamlessly consumers
use their mobile devices to navigate between digital and
traditional experiences, our marketing needs to tell a cohesive
story. Email and radio can build SMS lists, in-store messaging can
promote mobile apps, and barcodes on packaging can drive video
views2.Mobile needs to be integrated with the rest of your
marketingFinal ThoughtsThe pace of change is accelerating.The
market is evolving, new marketing models are being developed, and
devices are quickly acquiring new features and functionality.When
planning a mobile program, look at the most recent data, but also
try to discern trends at least six months ahead to see whats
coming. 3.Stay ahead of the curveFinal ThoughtsThank you!Elliot
[email protected] You!
