The Rise of Mobile Marketing

What’s next?The rise of mobile marketing

N O V E M B E R 1 8 , 2 0 1 0

Going MobileChallenges, opportunities & shrinking budgets

Photo: Jose Luis Palaez Inc, Getty Images

KnowledgeDesireEmotion

From people of the book

Intro

to people of the screen

How has this affected reading and writing?

The amount of time people spend reading has almost tripled since 1980.

Photo: Didi, Getty Images

Ordinary citizens are now composing

1,500,000 blog posts per day.

Photo: Didi, Getty ImagesSource: Smithsonian Magazine, Reading in a Whole New Way, August 2010

Young people, in college or at work, collectively write

12,000,000,000 quips per day from their phones

with their thumbs.

Books develop a contemplative mind.

Screens provoke action.

In the world of screens,a fact does not “exist”

until it is linked.

Making sure your message (your art, your creation) is found.

SEARCH ENGINE OPTIMIZATION

Making sure your message is linked.

SOCIAL MEDIA

Making sure your message is effective.

ANALYTICS

Making sure your message is accessible.

MOBILE

Making sure your message is relatable.

BRAND

Because it’s all about the message.

THE TRUTH

Pittsburgh-based, full service, 30+ person marketing firm

CreativeInteractive & Technology

Strategic Marketing & PlanningPublic Relations & Media

Brand DevelopmentChannel Marketing

Why SEO?

Why SEO?

1Data Source: AdAge

Education is the number one searched category

Why SEO?

40Data Source: AdAge

Over 40% of all web traffic is driven by search

Why SEO?

100,000,000,000

Data Source: ComScore

searches per month

Paid results

Organic results

Search term

2%2%

3%

11%12%

70%

GoogleYahoo!Baidu.comMicrosofteBayNHN

Search EngineMarket Share2008


2%2%

3%8%

9%

77%

GoogleYahoo!Baidu.comMicrosofteBayNHN

Search EngineMarket Share2009


5%

6%

7%

15%

20%

22%

24%

Trust/AuthorityLink PopularityAnchor TextOn-Page KeywordsRegistrationCTR DataSocial Metrics

Google’s ranking algorithms

Data Source: Seomoz.org

Reaching the top of Google

Popularity of a page through linksAuthority of a page through:

Age of the domainTop-level domain (.edu & .gov have most authority) Popularity of external ink leading to page

Relevance of a page based on content and metadataLocation of a page based on:

Site architectureGeographic location of the searcher

Reaching the top of Google

Accessible Content

Keyword Research

Link Building

Social

Unique TextInternal linksURL StructureSitemapBot Accessibility

Brainstorm KeywordsPhrase SelectionOn-page Targeting: Titles, Metas, H1s, Anchor Text

Manual RequestsLink CreationContent-based link strategy

User EngagementSocial MediaViral Marketing

A new web presence for North Central

URL Title

Meta Descriptions

Navigation

Current Events

Keywords & Content ???

Links

SERP rankingsBranded Keywords

SERP rankingsNon-branded Keywords

SEO 101

Page architecture + Structure = Simplicity

Relevant Content : True to your goals

SEO is an on-going process

50Data Source: The Nielsen Company

1 in 2 Americans will own a smartphone by the end of 2011

50Data Source: The Nielsen Company

1 in 2 Americans will own a smartphone by the end of 2011

10

20

30

40

50

60

70

80

90

2008 Q2 2008 Q4 2009 Q2 2009 Q4 2010 Q2 2010 Q4 2011 Q1 2011 Q2 2011 Q3

Smartphone Feature Phone

43Photo: Citizen Stock

access internet daily


download and use apps


are not open to solicitation

$129,000average cost of mobile development

Why?

Why?“Anyone who’s betting against the web

right now is an idiot.”

Daniel ApplequistCo-chair, WC3 Mobile Web Initiative

Mobile trends and statistics.Global users and usage (in millions).

0

375

750

1125

1500

Population Mobile subscribers Internet users Landline phones

150231270307

4891110127

366298

634

1300

China Japan USA

47% 22% 27%

Source: CIA World Factbook

Mobile trends and statistics.Global users and usage (in millions).

0

375

750

1125

1500

Population Mobile subscribers Internet users Landline phones

150231270307

4891110127

366298

634

1300

China Japan USA

88% 75% 49%

Source: CIA World Factbook

Mobile trends and statistics.% growth of non-voice applications

Take a pic SMS Gaming Email Internet Music IM Video

343033383434

7276

192021252527

6566

April 2009 May 2010

Source: Pew Research

Mobile trends and statistics.% YAYAs (youth & young adult) usage, ages 18-29

0

25

50

75

100

SMS Photo Send photos Internet Email Social Status updates

21

4852

65

83

9395


33%

Mobile trends and statistics.% general usage of non-voice mobile applications

20

40

60

80

100

SMS Take a pic Internet Music Gaming Email Social IM Purchase Status

911

35

23

373736

43

8382

2120

464852

606465

9395


18-29 30-49 50-64 65+

57

19

67

34

18

10

Mobile trends and statistics.% adult internet access from cell phone

Many/day Once/day 3-5 days/wk 1-2 days/wk < weekly

25

13

9

15

3739

15

1012

24

April 2009 September 2009 May 2010


43

12

8 9

27

How do students learn about schools?

798089

Mail Parents/People Email High School School WebsiteGoogle College Fair College Search Site Web Advertising Gen AdvertisingAthletics

77 75

45 4134

61

35

65

Source: E-Expectations, Noel Levitz

Mobile trends and statistics.Experience

25%may remove a school from its consideration due to a bad web experience



92%would consider a bad web experience as an inability to find the information they need



23%searched college sites from their smartphone


Mobile trends and statistics.Top four interactive tasks

0

25

50

75

100

Online Application Campus Visit Form Cost Calculator Course Catalog

6768

77

91

Mobile trends and statistics.USA users and usage (percentage of pop).

23%

41%

35%

Internet usersMobile subscribersLandline phones

“US marketers are right at the edge of a quantum leap. Asia could lose their lead in mobile if North America gets serious.”

Sean Rachdirector of digital media, Prudential Asiachariman of MMA Asia-Pacific

Mobile trends and statistics.Global smartphone market share.

1%2%3%

15%

17%

25%

37%

SymbianAndroidAppleRIMWindowsLinuxOther

Source: Gartner Research

Mobile trends and statistics.Brand loyalty – Android

5%

3%

21%

71%

AndroidiPhoneBlackberryOther

Source: The Neilsen Company (Q 2010)

Mobile trends and statistics.Brand loyalty – iPhone

3%2%

89%

6%



Mobile trends and statistics.Brand loyalty – Blackberry

7%

42%

29%

21%



Shapes, Enhances,Completes,your brandperception.

Best Uses of Mobile Marketing for prospective students.

Find my major or program of interest

Register for a campus visit

Contact admissions – Inquire or Apply

Check my status

Pay my...

Best Uses of Mobile Marketing for alumni relations.

Request a transcript

Find a classmate

Check in with athletics – sport scores, etc.

Register for homecoming

Give a financial gift

Three colleges.Three directions.

College of Charleston

Kettering University

University of Chicago

Kettering University.m.kettering.edu

College of Charlestonm.cofc.edu

University of Chicagouchicago.edu/mobile

.../mobile

What can I do with one of these?

Best practices from the business world.UPS “Problem Solved”

Best practices from the business world.UPS “Problem Solved”

Please visit http://tinyurl.com/2cpskgs to view video

Best practices from the business world.Motorola “Say Goodbye”

http://tinyurl.com/2cpskgs


Rule 1Start at the beginning.

Why are you doing this?

Awareness?Engagement?Conversion?Because it’s cool?Fear of loss?

Who are you doing it for?

Prospective Students?Current Students?Campus Community?Alumni?


How do you want it used?

In five-minute segments?Spend time with it?Campus or academic information?Institutional awareness or promotion?


What do you actually want?

Stand-alone App:Device dependent

Self-contained

How will it be distributed?

Faster, better performance

Expensive to produce


What do you actually want?

Mobile Web:Easiest to learn

Cheapest to produce

Most standardized

Most available

Easiest to distribute


Rule 2Don’t believe everything you read.

Rule 2Don’t believe everything you read.

“The only prevailing wisdom in mobile is that there is no prevailing wisdom.”

Daniel ApplequistCo-chair,WC3 Mobile Web Initiative

Rule 3Don’t begin with the constraints.

It can’t be done

It probably can be done but it’s not worth doing.

I knew it was a good idea all along

Photo: Citizen Stock

Rule 3Don’t begin with the constraints.

Don’t invite this guy to the start-up meetings

Photo: Citizen Stock

Rule 4Focus on context, goals and needs.

Start by defining the context of the user

Uncover their goals

Find their tasks

Rule 5You can’t support everything.

What can you support?

Rule 5Don’t convertit, create it.

Rule 5Don’t convertit, create it.

Task-based navigation.

User-centered content.

Always available.

NOT a presentation of the device’s capabilities.

Rule 7Keep it simple.

More megaphones won’t make your story any better.

PERSON

Your College

Another College

Another CollegeAnother College

Another College

Another College

Your College

Another College


Another College

Another College

I’m too fat

I need a jobI miss Tim

iTunes rock

I need an iPhone

Skiing at Seven Springs

My parents

The beachI lost my cell phone

Summer vacation

Survivor party

Ballet recital

Girl’s night out

party on Friday

Online chat

Grove City College

Another College


Another College

Another College

I’m too fat


iTunes rock

I need an iPhone


My parents


Summer vacation

Survivor party

Ballet recital

Girl’s night out

party on Friday

Online chat

Levi’s jeans

Weekend trip with Sandi

Gymnastics practice

American Idol

Feed the dog

Chinese food

boys boys boys

SAT scores

Soccer practice

Wings

Keith Urban

Shopping

Study for math

Pizza


Feed the dog

Shopping

My parents

Online chat

Soccer practice

Girl’s night out

Chinese food

Summer vacation

Soccer practice

Levi’s jeans

Summer vacation

Feed the dog

I’m too fat

Girl’s night out

party on Friday

Online chat

Pizza

Gymnastics practice

American Idol Feed the dog

boys boys boys

Girl’s night out

party on Friday

Soccer practice

Girl’s night out

Ballet recital

Soccer practice

I’m too fat

Girl’s night out

Summer vacation

Soccer practice

I lost my cell phone

Summer vacation

The beach

I’m too fat Online chat

Shopping

ShoppingAlicia Keys

Podcasts

Girl’s night out

I miss Tim

Alicia Keys

I need an iPod

Podcastsparty on Friday

boys boys boys

Levi’s jeans

boys boys boys

SAT scores

Shopping

Ballet recital

Girl’s night out

Soccer practice

boys boys boys

Survivor party


Soccer practice

I miss Tim

I’m too fat

PizzaToby Keith

Ballet recital

Toby Keith

Alicia Keys

party on Friday

Podcasts

My parents

Girl’s night out

Study for mathFeed the dog Wings

I miss Tim

I need an iPod

Study for math

My parents

The beach

Survivor party

Girl’s night out

Soccer practice

Chinese food

Soccer practice

Levi’s jeans

Chinese food

Ballet recital

Chinese food

ShoppingAlicia Keys

I miss Tim

Soccer practice

Shopping

party on Friday

Levi’s jeans

Pizza


Gymnastics practice

American Idol

Chinese food

boys boys boys

SAT scores Soccer practice

Keith Urban

IM Katie

IM Micheal

Shopping

I’m too fat

I need a job

iTunes rockSkiing at Seven Springs

Study for math


Summer vacationBallet recital

party on Friday

Online chat

Feed the dog

Girl’s night out Ballet recitalChinese food

boys boys boysI’m too fat

I need an iPod

Girl’s night out

Summer vacation

Survivor party


Ballet recital

Summer vacation

Feed the dog

Soccer practice

I miss Tim

Wings

The beachI’m too fat

Girl’s night out

boys boys boys

Shopping

party on Friday

Online chat

Chinese food

PizzaJack Johnson

Podcasts

Girl’s night out

The beachToby KeithStudy for math

Pizza

I miss Tim

Soccer practice

party on Friday I need an iPod

Podcasts Ballet recitalparty on Friday

Podcasts

Feed the dog

boys boys boysMy parents

Girl’s night outStudy for math

Pizza

I need a job

Shopping

Chinese foodI need an iPod

Alicia Keys

Keith Urban


Toby Keith

I need a jobPizza

Chinese food

Shopping

I’m too fat

boys boys boys

boys boys boys

boys boys boys

Levi’s jeans

SAT scores

Shopping


Study for math


party on Friday

Girl’s night out Chinese food

boys boys boys

Survivor party


Feed the dog

Soccer practice

I miss Tim


Chinese food

Pizza

Podcasts


PizzaSoccer practice

party on Friday

Feed the dog



Pizza

I need a job

I need an iPod

Keith Urban

I’m too fat

boys boys boys

boys boys boys

boys boys boys

Levi’s jeansiTunes rock


Study for mathparty on Friday


Feed the dogI’m too fat Online chat



Feed the dog


Keith Urban

boys boys boys

boys boys boysLevi’s jeans

Levi’s jeans

Pizzaboys boys boys I need a job

iTunes rockStudy for math

party on Friday

Girl’s night out

Summer vacation

Feed the dogI’m too fat Online chatPizza

Soccer practice

Podcasts



Levi’s jeans


American Idol

boys boys boys

Soccer practice

I’m too fat

Ballet recital

I’m too fat

Girl’s night out

Shopping

party on Friday

Jack Johnson

I miss Tim

Podcasts

My parents

Wings

My parents

The beach

Survivor partySoccer practice

Chinese food

Levi’s jeans

Chinese food

Alicia Keys

Soccer practice

Shopping

iTunes rockChinese food

boys boys boys

boys boys boys

Your College

Another College


Another College

Another College

I’m too fat


iTunes rock

I need an iPhone


My parents


Summer vacation

Survivor party

Ballet recital

Girl’s night out

party on Friday

Online chat

Levi’s jeans


Gymnastics practice

American Idol

Feed the dog

Chinese food

boys boys boys

SAT scores

Soccer practice

Wings

Keith Urban

Shopping

Study for math

Pizza


Feed the dog

Shopping

My parents

Online chat

Soccer practice

Girl’s night out

Chinese food

Summer vacation

Soccer practice

Levi’s jeans

Summer vacation

Feed the dog

I’m too fat

Girl’s night out

party on Friday

Online chat

Pizza

Gymnastics practice

American Idol Feed the dog

boys boys boys

Girl’s night out

party on Friday

Soccer practice

Girl’s night out

Ballet recital

Soccer practice

I’m too fat

Girl’s night out

Summer vacation

Soccer practice


Summer vacation

The beach


Shopping

ShoppingAlicia Keys

Podcasts

Girl’s night out

I miss Tim

Alicia Keys

I need an iPod

Podcastsparty on Friday

boys boys boys

Levi’s jeans

boys boys boys

SAT scores

Shopping

Ballet recital

Girl’s night out

Soccer practice

boys boys boys

Survivor party


Soccer practice

I miss Tim

I’m too fat

PizzaToby Keith

Ballet recital

Toby Keith

Alicia Keys

party on Friday

Podcasts

My parents

Girl’s night out

Study for mathFeed the dog Wings

I miss Tim

I need an iPod

Study for math

My parents

The beach

Survivor party

Girl’s night out

Soccer practice

Chinese food

Soccer practice

Levi’s jeans

Chinese food

Ballet recital

Chinese food

ShoppingAlicia Keys

I miss Tim

Soccer practice

Shopping

party on Friday

Levi’s jeans

Pizza


Gymnastics practice

American Idol

Chinese food

boys boys boys

SAT scores Soccer practice

Keith Urban

IM Katie

IM Micheal

Shopping

I’m too fat

I need a job


Study for math



party on Friday

Online chat

Feed the dog

Girl’s night out Ballet recitalChinese food

boys boys boysI’m too fat

I need an iPod

Girl’s night out

Summer vacation

Survivor party


Ballet recital

Summer vacation

Feed the dog

Soccer practice

I miss Tim

Wings


Girl’s night out

boys boys boys

Shopping

party on Friday

Online chat

Chinese food

PizzaJack Johnson

Podcasts

Girl’s night out


Pizza

I miss Tim

party on Friday I need an iPod

Podcasts Ballet recitalparty on Friday

Podcasts

Feed the dog


Pizza

I need a job

Shopping

Chinese foodI need an iPod

Alicia Keys

Keith Urban


Toby Keith

I need a jobPizza

Chinese food

Shopping

I’m too fat

boys boys boys

boys boys boys

boys boys boys

Levi’s jeans

SAT scores


Study for math


party on Friday


boys boys boys

Survivor party


Feed the dog

Soccer practice

I miss Tim

Online chat

Chinese food

Pizza

Podcasts



party on Friday

Feed the dog



Pizza

I need a job

I need an iPod

Keith Urban

I’m too fat

boys boys boys

boys boys boys

boys boys boys


Study for math


Feed the dogI’m too fat Online chat



Feed the dog

My parents

Keith Urban

boys boys boys

boys boys boysLevi’s jeans

Levi’s jeans

Pizzaboys boys boys I need a job

iTunes rockStudy for math

party on Friday

Girl’s night out

Summer vacation

Feed the dogI’m too fat Online chatPizza

Soccer practice

Podcasts



Levi’s jeans


American Idol

boys boys boys

Soccer practice

I’m too fat

Ballet recital

I’m too fat

Girl’s night out

Shopping

party on Friday

Jack Johnson

I miss Tim

Podcasts

My parents

My parents

The beach

Survivor partySoccer practice

Chinese food

Chinese food

Alicia Keys

Soccer practice

iTunes rockChinese food

boys boys boys

boys boys boys

Authenticity is being who you are.

is doing what you promise.

One person at a time.One voice. One story.

One more thing...

Questions?

Ed [email protected]

Scott [email protected]

mailto:[email protected]

mailto:[email protected]

Slides 6-15: Reading in a Whole New Way; Smithsonian Magazine, August 2010 ( http://tinyurl.com/262v3jt )

Slide 32 & 34: Seomoz.org ( http://tinyurl.com/mzymlv )

Slides 42-47: The Tao of Mobile Marketing; Marketing News, April 2010*

Slides 50-53: Mobile Access 2010; Pew Research Center, July 2010 ( http://tinyurl.com/2a4gp27 )

Slides 54-57: E-Expectations 2010; Noel Levitz, NRCCUA, OmniUpdate ( http://tinyurl.com/292ldv )

Slide 59: The Tao of Mobile Marketing; Marketing News, April 2010*

Slides 61-63: Next Desired Smartphone OS; The Nielsen Company, 2nd Qtr 2010 ( http://tinyurl.com/2waypu6 )

Slides 85-86: UPS “Problem Solved” Campaign ( http://tinyurl.com/26m82rw )

Slide 87: Motorola “Say Goodbye” Campaign ( http://tinyurl.com/2cpskgs )

Screen shots (slides 64-83 & 88-92) are displayed for discussion only and do not imply work created by Pipitone Group.

*Marketing News is a publication of the American Marketing Association

Source List (when not noted on slide)

http://tinyurl.com/262v3jt

http://tinyurl.com/262v3jt

http://tinyurl.com/mzymlv

http://tinyurl.com/mzymlv

http://tinyurl.com/2a4gp27

http://tinyurl.com/2a4gp27

http://tinyurl.com/292ldv

http://tinyurl.com/292ldv

http://tinyurl.com/2waypu6

http://tinyurl.com/2waypu6

http://tinyurl.com/26m82rw

http://tinyurl.com/26m82rw

