Transcript
Phone: (248) 470-3257Email: Linda@StrategicGrowthConcepts.comTwitter: twitter.com/StrategicGrowth
Introduction to Mobile Technology
Using Mobile Technologyto Grow Your Firm’s Revenue
& Assist Your Clients
Sponsored by:
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Phone: (248) 470-3257Email: Linda@StrategicGrowthConcepts.comTwitter: twitter.com/StrategicGrowth
Introduction to Mobile Technology
Today’s Presenter: Linda Daichendt
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CEO, Strategic Growth ConceptsA marketing / management consulting firm
Founder, Mobile Technology Association of Michigan (MTAM)A Michigan-based trade association for the mobile industry
Co-founder Mobile Monday MichiganA networking organization for those interested in Mobile Technology
Co-host, ‘The Mobile Marketing Review’A podcast series about the international Mobile Marketing industry
Phone: (248) 470-3257Email: Linda@StrategicGrowthConcepts.comTwitter: twitter.com/StrategicGrowth
Introduction to Mobile Technology
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Phone: (248) 470-3257Email: Linda@StrategicGrowthConcepts.comTwitter: twitter.com/StrategicGrowth
Introduction to Mobile Technology
Mobile Technology Overview
How can it be utilized in your business to increase productivity and
profitability?
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Phone: (248) 470-3257Email: Linda@StrategicGrowthConcepts.comTwitter: twitter.com/StrategicGrowth
Introduction to Mobile Technology
Business Uses of Mobile Technology
• Marketing / Advertising; mobile coupons, loyalty cards, redemption vouchers, discount offers, product videos / photos / audio, surveys, contests– (SMS, MMS, QR codes, mobile web, mobile apps, GPS, Bluetooth, voice messaging)
• Customer service; helpdesk, order processing – direct communication– (SMS, mobile web, voice messaging)
• Inventory management – (QR codes, Bluetooth, mobile apps)
• Production– (GPS, Bluetooth, QR codes)
• Accounting; submitting expenses, mileage, client orders, client payments (or clients’ customer payments), client reporting– (SMS, mobile web, mobile apps)
• Field sales; quotes, order processing, order deposit processing– (mobile apps, mobile web, Bluetooth, GPS)
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Phone: (248) 470-3257Email: Linda@StrategicGrowthConcepts.comTwitter: twitter.com/StrategicGrowth
Introduction to Mobile Technology
Our Emphasis Today
Mobile Marketing
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Phone: (248) 470-3257Email: Linda@StrategicGrowthConcepts.comTwitter: twitter.com/StrategicGrowth
Introduction to Mobile Technology
Importance of Mobile Marketing
Why is it important to include Mobile Marketing as part of the overall
marketing strategy?
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Phone: (248) 470-3257Email: Linda@StrategicGrowthConcepts.comTwitter: twitter.com/StrategicGrowth
Introduction to Mobile Technology
Introduction to Mobile Technology 2011
Worldwide mobile vs. PC penetration
5.0 B vs. 1.1 B
Preferred Consumer Device of U.S. Internet Users by Generation
Mobile #1
Source: Accenture “Get Ready: Digital Lifestyle 3.0” Oct 2008, based on Dec 2007 survey
Mobile as the primary consumer device
Mobile Computer TV Other
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ABI Research, July 2010
Phone: (248) 470-3257Email: Linda@StrategicGrowthConcepts.comTwitter: twitter.com/StrategicGrowth
Introduction to Mobile Technology
Introduction to Mobile Technology 2011
2006 2007 2008
Average Number of Monthly Calls vs. Texts Among U.S. Subscribers1
1 = “The Short Code Marketing Opportunity”, Dec 2008, citing a Q2 2008 study, Nielsen Mobile
Texting is the #1 function used on cell phones; not voice calls
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Phone: (248) 470-3257Email: Linda@StrategicGrowthConcepts.comTwitter: twitter.com/StrategicGrowth
Introduction to Mobile Technology
Why Mobile is an Important Channel
• Studies Show:– Industry estimates indicate that by 2013 the U.S. will top 100% per
capita penetration of mobile phone use
– 84% of mobile phone users keep their mobile device within 10 feet of them at all times; therefore they are easily accessible
– Consumer use of the Internet via mobile phone has increased over 1200% in the last few years
– 97% of consumers read text messages within 15 minutes of receipt, and respond to them within 1 hour
– Average response rate to a mobile offer is between 12 – 15%; though many firms are seeing response rates exceeding 60%
– 38% said they had taken action based on mobile ads
– 30% said mobile ads had led them to share information
– 22% said mobile ads had influenced a purchase decision
Introduction to Mobile Technology 201110Nielsen Mobile, 2008; ABI Research,
Phone: (248) 470-3257Email: Linda@StrategicGrowthConcepts.comTwitter: twitter.com/StrategicGrowth
Introduction to Mobile Technology
More About Mobile’s Importance
• 1/3 of mobile searches are tied to local
• 27% of U.S. mobile web users have clicked on a mobile ad
• 53% of mobile users would share their location to receive relevant ads
• Mobile coupon redemption is 10X that of traditional coupons
• B2B mobile marketing to grow from $26 million in 2009 to $106 million in 2014
• By 2015, more than 50% of mobile users will participate in mobile banking
Introduction to Mobile Technology 2011 11Sitewire, June 21, 2010
Phone: (248) 470-3257Email: Linda@StrategicGrowthConcepts.comTwitter: twitter.com/StrategicGrowth
Introduction to Mobile Technology
Mobile Media Usage is Soaring
• 1 out of every 7 minutes of media consumption today (from traditional media) takes place via mobile devices
• 95% of the respondents said they used mobile media to fill downtime
• 82% said they use it at work, 81% use it while shopping, 80% use it at home, 65% use it while commuting to their jobs
• 77% of those polled in the research said they use TV and mobile at the same time to enhance the overall media-consumption experience
• 55% of mobile users follow brands across multiple media
• 56% said they have been driven to mobile from other media
• 42% said they have been driven from mobile to other media
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Phone: (248) 470-3257Email: Linda@StrategicGrowthConcepts.comTwitter: twitter.com/StrategicGrowth
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U.S. Media Performance Q1 20091
Percentage Change vs. Prior Year’s Quarter
Radio TV Newspapers Yellow Pages Internet
Consumers (and advertisers) are leaving traditional media…
Why Is Mobile Important to the Marketing Mix?
131 = BIA/Kelsey 2009
Phone: (248) 470-3257Email: Linda@StrategicGrowthConcepts.comTwitter: twitter.com/StrategicGrowth
Introduction to Mobile Technology
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And They’re Moving to Mobile!
US Residents
Do you, personally, have a cell phone?
Yes No
Total US Residents 93% 7%
Employed Residents 92% 8%
GenderMen 87% 13%
Women 86% 14%
AgeUnder 45 94% 6%
45 or older 82% 18%
Household Income< $50,000 82% 18%
> $50,000 95% 5%
Region
Northeast 89% 11%
Midwest 82% 18%
South 89% 11%
West 85% 15%
Marist Poll National Residents "N=1128 MOE +/- 3%". Totals may not add to 100 due to rounding.
NOTE:
Mobile market
penetration in Europe
is over 140% due to
ownership of multiple
devices; the U.S. is
moving in the same
direction.
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Phone: (248) 470-3257Email: Linda@StrategicGrowthConcepts.comTwitter: twitter.com/StrategicGrowth
Introduction to Mobile Technology
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Phone: (248) 470-3257Email: Linda@StrategicGrowthConcepts.comTwitter: twitter.com/StrategicGrowth
Introduction to Mobile Technology
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Boomers (44-62)
Mobile Activities by Generation
Source: Deloitte, State of the Media Democracy, Fourth Edition.
Gen X (27-43)
Gen Y (14-26)
Phone: (248) 470-3257Email: Linda@StrategicGrowthConcepts.comTwitter: twitter.com/StrategicGrowth
Introduction to Mobile Technology
The Consumer Viewpoint
What do consumers think about mobile, and how are they using it?
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Phone: (248) 470-3257Email: Linda@StrategicGrowthConcepts.comTwitter: twitter.com/StrategicGrowth
Introduction to Mobile Technology
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Consumers Interest Level in Mobile Advertising
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73%I’m interested in receiving coupons via SMS or MMS.
I don’t want this.13%Source: Yankee Group, “Mobile Commerce for the Holidays” Nov 17, 2009
Phone: (248) 470-3257Email: Linda@StrategicGrowthConcepts.comTwitter: twitter.com/StrategicGrowth
Introduction to Mobile Technology
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What Consumers Think about Mobile Advertising
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Phone: (248) 470-3257Email: Linda@StrategicGrowthConcepts.comTwitter: twitter.com/StrategicGrowth
Introduction to Mobile Technology
The Growth of Mobile Coupons
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Phone: (248) 470-3257Email: Linda@StrategicGrowthConcepts.comTwitter: twitter.com/StrategicGrowth
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How do you want to receive mobile coupons?
Source: Insight Express. Digital Consumer Portrait. Q2, 2010
Phone: (248) 470-3257Email: Linda@StrategicGrowthConcepts.comTwitter: twitter.com/StrategicGrowth
Introduction to Mobile Technology
What do U.S. Consumers Think About Mobile Marketing?
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Phone: (248) 470-3257Email: Linda@StrategicGrowthConcepts.comTwitter: twitter.com/StrategicGrowth
Introduction to Mobile Technology
Consumer Thoughts on Specific Mobile Options
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Phone: (248) 470-3257Email: Linda@StrategicGrowthConcepts.comTwitter: twitter.com/StrategicGrowth
Introduction to Mobile Technology
Mobile’s Impact
What effect has the growth of the mobile channel had on marketing
strategies and other media channels?
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Phone: (248) 470-3257Email: Linda@StrategicGrowthConcepts.comTwitter: twitter.com/StrategicGrowth
Introduction to Mobile Technology
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People look at every text message they get.
…and 97% do so within 15 minutes
Director of Research, Nielsen: 6X Higher
Than Email
7.2%
1.2%Email
Texting
Text Messages Have Exceptional ROI
25Nielsen Mobile, 2008
Phone: (248) 470-3257Email: Linda@StrategicGrowthConcepts.comTwitter: twitter.com/StrategicGrowth
Introduction to Mobile Technology
How Consumers Utilize Mobile
Introduction to Mobile Technology 2011 26Adobe Mobile Marketing Study 2010
Phone: (248) 470-3257Email: Linda@StrategicGrowthConcepts.comTwitter: twitter.com/StrategicGrowth
Introduction to Mobile Technology
SmartPhone vs. Feature Phone Affect on Mobile Media Use
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Phone: (248) 470-3257Email: Linda@StrategicGrowthConcepts.comTwitter: twitter.com/StrategicGrowth
Introduction to Mobile Technology
Top 20 Mobile Content Categories Among Active Users
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Phone: (248) 470-3257Email: Linda@StrategicGrowthConcepts.comTwitter: twitter.com/StrategicGrowth
Introduction to Mobile Technology
Use of Mobile Categories by Age
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Adobe Mobile Experience Survey, October 2010
Phone: (248) 470-3257Email: Linda@StrategicGrowthConcepts.comTwitter: twitter.com/StrategicGrowth
Introduction to Mobile Technology
Use of Mobile Categories by Gender
Introduction to Mobile Technology 2011 30Adobe Mobile Experience Survey, October 2010
Phone: (248) 470-3257Email: Linda@StrategicGrowthConcepts.comTwitter: twitter.com/StrategicGrowth
Introduction to Mobile Technology
Types of Mobile Marketing Available
What are the options that companies can use to incorporate mobile into marketing strategies
for themselves and/or their clients?
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Phone: (248) 470-3257Email: Linda@StrategicGrowthConcepts.comTwitter: twitter.com/StrategicGrowth
Introduction to Mobile Technology
Introduction to Mobile Technology 2011
A few of the better known names succeeding in mobile marketing
Use of mobile marketing is exploding among brand names
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Phone: (248) 470-3257Email: Linda@StrategicGrowthConcepts.comTwitter: twitter.com/StrategicGrowth
Introduction to Mobile Technology
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Mobile sitesApplications
SMS
Powerful
#1From: 244326
WagsWiskrs:Get $10 Off Dog groom & fluffThru Fri only
STOP to Opt-outRichest
Experience
Ad
op
tio
n
Simple
Emerging as Mass Medium
The Most Common Mobile Options
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21% use 55% use 77% use
Source: Kelsey 2009; 54.5M Mobile Web Users in 2009
Phone: (248) 470-3257Email: Linda@StrategicGrowthConcepts.comTwitter: twitter.com/StrategicGrowth
Introduction to Mobile Technology
SMS Examples
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Phone: (248) 470-3257Email: Linda@StrategicGrowthConcepts.comTwitter: twitter.com/StrategicGrowth
Introduction to Mobile Technology
MMS Examples
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Phone: (248) 470-3257Email: Linda@StrategicGrowthConcepts.comTwitter: twitter.com/StrategicGrowth
Introduction to Mobile Technology
Mobile App Examples
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Phone: (248) 470-3257Email: Linda@StrategicGrowthConcepts.comTwitter: twitter.com/StrategicGrowth
Introduction to Mobile Technology
Mobile Website Examples
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View our mobile sites at:
http://GoMobileMichigan.org
http://m.StrategicGrowthConcepts.com
Phone: (248) 470-3257Email: Linda@StrategicGrowthConcepts.comTwitter: twitter.com/StrategicGrowth
Introduction to Mobile Technology
QR Code Examples
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Phone: (248) 470-3257Email: Linda@StrategicGrowthConcepts.comTwitter: twitter.com/StrategicGrowth
Introduction to Mobile Technology
Mobile Banner / Video Ads
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Phone: (248) 470-3257Email: Linda@StrategicGrowthConcepts.comTwitter: twitter.com/StrategicGrowth
Introduction to Mobile Technology
Mobile Commerce
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Phone: (248) 470-3257Email: Linda@StrategicGrowthConcepts.comTwitter: twitter.com/StrategicGrowth
Introduction to Mobile Technology
• Bluetooth (short-range [33 feet] wireless
technology) – Also known as “proximity marketing”– the localized wireless distribution of
advertising content associated with a particular place. In other words, if you have a cell phone in the proximity of a marketing broadcast, you would be able to receive the message or ad.
• Location-based Marketing – delivers multimedia directly to the user of
a mobile device dependent upon their location via GPS technology
• Voice / IVR (interactive voice response)
• Mobile SEO
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Additional Types of Mobile Marketing
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Phone: (248) 470-3257Email: Linda@StrategicGrowthConcepts.comTwitter: twitter.com/StrategicGrowth
Introduction to Mobile Technology
Benefits of Mobile Marketing
• Immediacy
• Affordability
• Distribution
• Response Rate/Effectiveness
• Personal /Targeted
• Mobility/Reachability
• Interactivity
• Marketing Campaign Integration
• Quantifiable
• WOW Factor
• Viral Potential
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Phone: (248) 470-3257Email: Linda@StrategicGrowthConcepts.comTwitter: twitter.com/StrategicGrowth
Introduction to Mobile Technology
Introduction to Mobile Technology 2011
Want to See a Mobile Marketing Demo?
Text the Keyword JOINNOW to 57711 and follow the instructions
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SMS (Texting) Campaign
Phone: (248) 470-3257Email: Linda@StrategicGrowthConcepts.comTwitter: twitter.com/StrategicGrowth
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QR Code / Mobile Website
To scan this QR code, you will
need a free QR reader, which
you can download from your
smart-phone’s app store.
Phone: (248) 470-3257Email: Linda@StrategicGrowthConcepts.comTwitter: twitter.com/StrategicGrowth
Introduction to Mobile Technology
Customized Mobile Solutions are Available, Including:
• Mobile websites
• Mobile applications
• Simple SMS systems that enable:– Auto responders– Push campaigns
• Complex SMS systems that enable:– Higher level of customer data retrieval– Double opt-in– Text2Win campaigns– Text2Survey programs– Loyalty programs
• QR codes (branded & non-branded)
• Business productivity services
• Mobile banner ads
• Managed mobile services
• And much, much more!
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Phone: (248) 470-3257Email: Linda@StrategicGrowthConcepts.comTwitter: twitter.com/StrategicGrowth
Introduction to Mobile Technology
Introduction to Mobile Technology 2011
How We Can Help Your Firm Take
Advantage of Mobile Technology
As a Certified Mobile Solutions Provider, we can:
• Identify the appropriate Mobile Technology Services vendor(s) to provide the requested
services
• Negotiate services rates / terms with Mobile Technology Services vendors
• Upon approval of negotiated Mobile Technology Services rates / terms; set up accounts
with selected vendors.
• Facilitate customized mobile solutions; coordinate w/ internal IT staff
• Work with selected vendors to provide all necessary Mobile training to your staff
• For Mobile Marketing re-sell services, provide Mobile Strategy & Pricing consultation to aid
you in developing your Mobile Marketing service line
• Technical support as required; coordination with vendor should a technical issue occur that
cannot be resolved with our assistance
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Phone: (248) 470-3257Email: Linda@StrategicGrowthConcepts.comTwitter: twitter.com/StrategicGrowth
Introduction to Mobile Technology
Introduction to Mobile Technology 2011
QUESTIONS?
Contact us via the phone, email or Twitter info above to get started using Mobile!
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