A Brief Overview of Mobile

Marketing: Abridged.
Why mobile?
It is:
  Personal
  Targeted
  Relevant
  Immediate
  Actionable
  Empowering
  Ubiquitous
  Measurable
A fresh, innovative way to reach your customers
and give them access to your brand at any time,
wherever they are.
But really…why? Numbers.

  Mobile subscribers will pass 5 billion in 2010 (that’s over

70% of the world population.)
  The Nielsen Co. says that the number of consumers
accessing the mobile Internet in the United States has
jumped from 54 million in May 2009 to 72 million in May
2010, a year-over-year increase of 34 percent.
  Usage is expected to double within the next 5 years as
mobile overtakes the PC as the most popular web-
accessing tool.
  In May 2010, smartphones generated 46% of the traffic in
the AdMob network, up 22% from 2 years ago.
Some interesting findings…

  According to a 2009 Pew study, over ½ of adult

Americans (55%) have accessed the Internet
wirelessly.
  Of the aforementioned 55% American adults,
59% are Black/Non-Hispanic, and 62% are
Hispanic (English & Spanish speaking). The
study notes that African-Americans were the
most active users of the mobile internet, and the
fastest-growing demographic, with 29% using
the Internet on their mobile device on a daily
basis.
What devices users have now.
What devices users have recently purchased.
The next device users WANT to purchase.
Some device-specific facts about users:
RIM Blackberry OS
Android, iPhone, Palm demographics
Continued…
 And of course,The iPad
  “What is unique about the iPad is they are truly the most tactile device,
with a larger screen where you are actually moving the content with
your hands, not a mouse or keyboard,” Catherine Spurway, Pointroll VP
Advertising and Marketing said. “This is a more immersive experience
than the lean back of TV or the lean forward of the PC. You are part of
the content.”
  iPad’s early adopters find just about everything on the device —
including the ads — a curiosity.
  Interaction times averaging 30 seconds.
  Click-through rates between 0.9% and 1.5%, 6X the benchmark for
web CR ads.
  Optimized for entertainment, unlike other devices.
iPad demographics
iPad continued

  Many marketers slow to launch iPad campaigns

because of the relative novelty of the device…
(3.27 million iPads sold vs. 100 milion gadgets
on Apple operation system, of which 95% are
iPhones & iTouches.)

  Opportunities: earn cred as an in-touch/tech-

savvy marketer and less clutter from other
advertisers.
How to Utilize Mobile as a Marketing
Message Channel-

  Applications (Apps)
•  Consumers spent $6.2 million on apps this year.
•  iOS & Android users download approx. 9 apps/month
•  14% of mobile subscribers have downloaded an app
in the last 30 days
  What types?
•  Games- extend your brand experience while providing
entertainment
•  Utility apps-promote brand while providing a valuable
service
  Also, in-app ads
What apps are consumers using?
How does
app usage
differ
among
devices?
The Mobile Web

  Consider this:
Nearly 20% of U.S. mobile subscribers
used a downloaded app in January, but that
audience is spread across all devices.
No one app reaches the entire population
without numerous reformatting processes.

BUT, many marketers still throw their entire mobile

budgets behind iPhone apps rather than
websites that have the potential to get in front of
more consumers.
SMS Marketing
  Also: more immediate/
  1) Popularity/reach
intimate than email; stale
  2) Staying power email subscribers may be
  3) Accepted for mobile eager SMS’ers; heavy
marketing regulation=more
  4) Permanence relevance
  5) Two-way   Essential component to
communication sponsorships
  6) Interactivity   E-COUPONS!
  American Idol…609
million votes cast over
the course of season six
> # who voted in last
election.
Location-Based Services

  Foursquare. Gowalla. Loopt. Brightkite. Yelp.

Now Facebook.
  Market growth: $96 million in 2009 to $512
million in 2012.
  2.4 million people use Foursquare globally.
  How you can use:
-Increase brand presence on mobile
-Build awareness & positive word-of-mouth among social
media users
-Build more walk-in traffic, reward frequent customers,
increase sales and more…
Foursquare metrics capabilities
More ways to utilize

  Social Media: 50 million Facebook mobile users.

•  Consumers more than ever using moible-enabled publishing
platfoms/social networks to instantly share their thoughts
about products, services and brands.

  Search:
•  Users turn to it on mobile more than ever to find info on the go.
  QR Codes: “Quick Response Codes” allow audience
interact with once static billboards, posters, etc. and leads
user directly to website, video, coupon, app, etc.
•  Can activate an ad and engage consumers on the go.
•  Calvin Klein used QR codes to let users have access to an
exclusive CK Jeans video.
•  Rise of other quick response technology—Google Goggles.
And of course, the iPad

  Apps & games:

•  Expanded capability for involvement (users tactilely
handle content), larger screens for vivid graphics and
stunning video quality.
•  Even more potential for utility apps with larger screen
and more things to do.
  Mobile commerce:
•  Has been used as a “live” magazine, but can take it a
step further into letting users make the purchase.
For example: Business to Business
Opportunities

  Your businessperson target audience is less at

their desk and more on the go.
•  Notoriously long B2B marketing messages now need
to be in bite-sized chunks.
  How to utilize:
•  News/updates, emergency notifications, deadline
reminders
•  Special promotions, lead generation
•  Trade shows & events
–  Text alerts about special presentations, enter to win
contests, judge customer feedback, allow user to find
more info about company after booth experience.
Best Practices Across the Board

Start with your objectives

  It’s imperative that you utilize mobile ONLY if it

makes sense in the context of your promotional
strategy.
•  Figure out what you want to achieve.
•  Figure out who your audience is and how they utilize
mobile technology (both device and behavior).
•  NOW assess how you will reach this audience with
your message.
Best Practices continued

  Mobile marketing is most effective when content

is targeted and relevant to the user.
•  SPAM=UNTARGETED/UNSOLICITED MARKETING
•  Remember, a cellular phone is one of the most
personal devices. Don’t clutter it up, and give users
something they want or can use.

  Learn the boundaries of mobile, but embrace

the unique capabilities.
•  Don’t try to use it as a vessel for the same messages/
formats you always use—tailor it.
•  At the same time, utilize the things phones CAN do—
take advantage of text-to-call, location-awareness,
etc.
Best Practices continued

  Give users a choice.

•  All marketing requires an opt-in database—explicit
consent and reconfirmed consent from each recipient
that they are ok with getting messages from this
source.
•  Ensure users can easily find and understand terms
and conditions of a marketing program.
•  Do NOT reuse opt-in lists from previous email
marketing campaigns
•  Make it known and make it easy for users to opt-out.
Best Practices

  Ease of use (aka why Apple rules the scene)

•  Make things easy to find, easy to use, easy to quit
•  Test, test, test BEFORE you launch to consumers

  Decide whether mass compatibility or

customization (or both) is more sensible for
your strategy and reaching your target market.

  Make it secure
•  Only ask for necessary information, be diligent in
protecting user data, be aware of regulations.
Return on Investment-
it’s all about your objectives
  Mobile can be one of the most measurable,
trackable marketing channels.
•  Opt-in targeting gives info on demographics
•  Use SMS short codes and coupons to track usage/responses from
particular mediums
•  QR codes allow for measurement of consumer interaction with
advertisement
•  Location-based also offer metrics
•  Capitalize on mobile search in a way that allows easier conversion
to sales
•  Set up a mobile landing page to track mobile users

  Idea: Define what success means in terms of

actual behaviors.
•  Assign each desired action a monetary value, and
determine ROI from measurements.
Players that are doing mobile well
  Agencies:
•  Hyperfactory (of Meredith Integrated Marketing)
http://vimeo.com/4274910
•  Razorfish
•  Ogilvy Interactive (Ogilvy & Mather)
http://www.ogilvy.com/#/The-Work/Galleries/2010-
Cannes-Cyber-Media.aspx/IBM%20Seer%
20Wimbledon/
  Brands
•  Red Bull
•  Pizza Hut
http://www.youtube.com/watch?v=Ojw8I1CFu-
w&feature=player_embedded
•  Murphy USA
Evolution of Mobile

  How will consumers use their mobiles in the future?

Prediction: money transfer; location-based services;
mobile search; mobile browsing; mobile health
monitoring; mobile payment; near-field-communication
services; mobile advertising; instant messaging; and
mobile music.
  The device war—who will be on top?
  QR codes vs. Google Goggles/augmented
reality technology
  iPad Future
Sources
  AdWeek
  AdAge
  Mashable
  Nielsen
  Mobile Marketing Association
  Mobile Commerce Daily
  Mobile Marketer
  Gizmodo
  MobiThinking
  Open FORUM Small Business
References & Resources for future use

  Mobile Marketing Association-

www.mmaglobal.com
  Mobile Marketing Association Code of Conduct
and U.S. Consumer Best Practices Guidelines-
http://www.mmaglobal.com/policies
  Direct Marketing Association- www.thedma.org
  Telephone Consumer Protection Act-
www.thedma.org/guidlines/tcpa.shtml
  FTC Can Spam Act- www.ftc.gov