Embed Size (px)
DESCRIPTION
New media, in particular social business and mobile marketing, are transforming the marketing landscape. This presentation gives you a high-lever overview of the mobile landscape, and gets you started on building a business case for integrating mobile into your overall marketing strategy.
Citation preview
ANINTROTO THE MOBILE LANDSCAPELocation, location, location -What it Means for You
WHAT’S THE STORY WITH MOBILE?
MOBILE OVERVIEWLet’s look at a few stats
MOBILE: CONVERGING WITH LOCAL & SOCIALMobile is hot!
But, is mobile marketing right for your company?
WE USE MOBILE DEVICES TO:
SMS / MMS Bluetooth, Wireless and Infared marketing Mobile Search Marketing Mobile Display Advertising Mobile Video Advertising Mobile Applications QR-codes
WHAT MOBILE INDUSTRY EXPERTS SAY:
“There is positive growth around m-commerce (actual goods rather than mobile downloads), with both consumers and companies getting more comfortable with ordering using their phone.”
NICO KÖPKE
CEO, KODIME
MORE INDUSTRY VIEWS:
“Over the next decade, mobile marketing will become mainstream, and multi-channel mobile communications is probably the most important and exciting opportunity for enterprises in every segment.”
JOHAN LINDSTROM
Director of Product Management, mBlox
MOBILE ACTIVITY
MOBILE IS THE MOST INTIMATE MARKETING CHANNEL
YOUR CUSTOMER IS PRIORITY ONE!• 36% of people plan to find product reviews on mobile devices [Source: JiWire, November 2010]
• 33% of people plan to discover current inventory at nearby stores on mobile devices [Source: JiWire, November 2010]
• 26% of people plan to connect with social networks through location-based features [Source: JiWire, November 2010]
• 62% of people have used "find a store location" features within an ad on mobile devices [Source: JiWire, November 2010]
• 30% of people are willing to travel more than five miles to redeem a mobile coupon [Source: JiWire, November 2010]
• 49% of the On-The-Go Audience is open to checking-in on mobile apps, with 29 percent looking for deals and 17 percent wanting to share location [Source: JiWire, November 2010]
MOBILE MARKETING CASE STUDIES
Pros & Cons and…
Source: Econsultancy, BCG
MOBILE PROS
• People accessing internet through mobile is increasing• Smartphones becoming increasingly sophisticated• Marketers can interact on a deeper, more personal level• Effective form of permission-based marketing• Extraordinary reach• More brands experimenting with mobile• Rapid growth of mobile apps• Greater move toward open standards• Easier to pay for products via mobile
MOBILE CONS
• Poor usability: low screen sizes, keypads, slow network• Perception problem from investors• Lack of customer awareness• Mobile marketing can be expensive to run• Lack of awareness about legal issues and regulation• Lack of standards• Innovation among mobile operators lagging• Running mobile marketing campaigns is complex
THE FUTUREOF MOBILE
“2010 will be the decade of the mobile phone. Mobile Marketing will become mainstream, and multi-channel mobile communications is probably the most important and exciting opportunity for enterprises in every segment.”
OPPORTUNITY AHEAD
MOBILE OPPORTUNITIES
• Consumer awareness of mobile channels growing rapidly• Geo-targeting and Location-based-services huge• Greater availability of GPS on handsets• Customized, targeted advertising on a very personal device• High growth predicted for mobile and local search• Real-time nature of mobile• Integrates all forms of media into one device• Inherently measurable• Improved user experience
MOBILE PHONES = MCOMMERCE
CASESTUDY - SMS
Sunderland Empire Theatre
CLIENT
AGENCY
Interlinked
DETAILS
Problem: The Sunderland Empire Theatre needed to generate a new database of interested theatre visitors. Database used for marketing and promotion.Solution: SMS – Text 2 Win promo
CASESTUDY- MMS
BMW
CASE
DETAILS
An innovative and highly targeted MMS campaign by BMW in Germany provides a good example of mobile messaging can be used to engage with individual consumers.
CASESTUDY - QR CODES
Pepsi Max
CLIENT
AGENCY
Graphico DMG
DETAILS
Problem: How do you stimulate and motivate Pepsi‟s target audience (18 – 24 year old males)?Solution: QR codes on 400 million packs
MAKING THE CASE FOR MOBILE MARKETING
Planning a campaign
GO FORTH AND CONNECT!
COST EFFECTIVE
FLEXIBILITY
UNCOMPLICATED
EXTRAORDINARY REACH
MULTI-PURPOSE
INTEGRATION
IN-DEPTH ANALYSIS
PERMISSION-BASED
M-COMMERCE
Business BenefitsThe mobile medium is an inherently intimate medium enabling highly targeted, one-to-one communication with audiences and lots of potential for personalization and upselling.
MOBILE CHECKLIST
With an increased click through rate of 6-8% and having YOUR customers be able to just click for instant contact this is definitely something to test out with your market. http://goo.gl/eNsts
Will make choosing your best mobile search keywords a lot easier. This tool breaks it down by desktop, Mobile WAP devices, and mobile browsers with full Internet.http://goo.gl/FD84E
Mobile campaigns must be tailored for the target audience as this will affect how customers respond to the campaign.
Google’s best practices guide will show you whether driving business to the phone is for you.http://goo.gl/aNMTT
For example Facebook will redirect to touch.facebook.com for touch screen capable devices like the Droid and iPhone. Simple and shorter.
BEST PRACTICES CLICK TO CALL KEYWORD TOOL
MOBILE-FRIENDLY SITE OBJECTIVES ALL ABOUT YOUR CUSTOMER
Objectives must be set out clearly prior to starting the campaign, and set benchmarks and metrics.
“HOW MUCH SHOULD WE BUDGET?”
There are various costs associated with a mobile campaign: • Creative• Messaging• Marketing and promotion. Perhaps also costs for: • Short codes• Keywords• Message cost• Billing• Renting and setting up the platform
PLANNING A CAMPAIGNPlanning Questions Examples
Background Information Objective/target/strategy The strategy of the campaign impacts on the choice of mobile channel and the content and context of the messaging.
Budgeting and Scheduling Date/spend/# of msgs Costs must be assessed for the various elements of the campaign.
Content/production Type/distribution/billing Consider who will undertake responsibility for configuration.
Customer Contacts Must have opt-in database Gain subscriber approval before sending messages
Measuring & Reporting What Will be Measured? # of messages sent, delivered, bounced, stop msgs, replied, downloads, etc
Adapted from: Mobile Marketing: From Marketing Strategy to Mobile Marketing CampaignImplementation, Matti Leppäniemi
IN SUMMARY:
Start with a Readiness Assessment Build a business case for mobile media Decide whether to outsource or train in-house team Articulate a marketing strategy for mobile and integrate Assess ROI across all of your marketing Design customized metrics for mobile Keep execution relevant to customers Have fun with customers in this very personal mobile environment!
