Making Ideas Move

Making IdeasMove

Making IdeasMove

Presented by Scott Chapin

2

About Circle44 Mobile

• Mobile unit of Cleveland-based interactive agency DigiKnow

• Focus on:–Mobile-friendly websites– iPhone and Android apps–Mobile promotion

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Our Work

WHAT IS MOBILE MARKETING?

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6

Mobile Marketing in the News

Apple announces iAd mobile advertising network

Can Windows Phone 7 keep Microsoft in the game?

Haiti donations via SMS exceed $40 million

iPhone reaches 185,000 apps, Android hits 38,000

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Mobile Marketing is…marketing and communications to customers or constituents on portable devices wherever they may be.

Mobile marketing is not about what…it’s about where.

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US Snapshot

• 285 million cell phone subscribers

• 150 billion text messages (SMS) per month

• Smartphone usage is over 25%

• 19% of Americans said they accessed the internet on their mobile phone yesterday

CTIAeMarketerPew Internet

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What is Mobile Marketing?

• Mobile Web

• Mobile Applications

• Text Messaging / SMS

• Mobile Advertising

TODAY’S MOBILE MARKET

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Mobile Internet

Accessed Ever

Accessed Yesterday

0% 5% 10% 15% 20% 25% 30% 35%

24%

11%

32%

19%

20092007

% of all adults

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Mobile Internet – By Race

Have ever gone online with a handheld

On a typical day go online with a handheld

2009

2007

35%

17%

33%

21%

20%

12%

White Hispanic Black

2009

2007

35%

17%

33%

21%

20%

12%

White Hispanic Black

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Mobile Internet Projected Growth

2013

2012

2011

2010

2009

2008

134.3

122.1

106.2

89.2

73.7

59.57

US Mobile Internet Users and Penetration, 2008–2013(millions and % of mobile phone subscribers)

(22.0%)

(26.3%)

(30.6%)

(35.6%)

(40.2%)

(43.5%)

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Smartphone vs. Feature Phone

3/1/2008 9/1/2008 3/1/2009 9/1/2009 3/1/2010 9/1/2010 3/1/20110%

20%

40%

60%

80%

100%

10% 13%14% 16% 17% 19% 21%

24%27% 31%

35%

40%45%

49%

90% 87%86% 84% 83% 81%

79%76%

73%69%

65%60%

55%

51%

SmartphoneFeature Phone

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US Smartphone Market

RIM, 42.10

%(+1.3

%)

Apple, 25.40

%(-

0.1%)

Microsoft,

15.10%(-4.0%)

Google, 9.00%

(+5.2%)

Palm, 5.40%(-1.8%)

MOBILE WEBSITES

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Keep It Simple

Successful mobile websites are simple and focused

• Limit content to mobile-focused information

• Be mindful of scrolling• Include non-Flash alternative content• Consider platform specific integration

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Start Small and Grow

1. Provide alternatives to non-mobile content

2. Create a mobile-friendly “view” for the site– Simplified Navigation– On-the-go content

3. Platform Specific Presentation– Pages/Template Designs– Video/multimedia

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Banking

‹#›

Sports

‹#›

Travel

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Cedar PointExample of multi-platform mobile websites

Standard Mobile PhoneiPhone

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Case Study: DigiKnow

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Mobile Survey

Any mobile-friendly site

company.com redirect

mobile.company.com

m.company.com

company.com/mobile

company.mobi

0% 10% 20% 30% 40% 50%

38%

24%

11%

20%

16%

9%

Top US Brand Websites

Any mobile-friendly site

company.com redirect

mobile.company.com

m.company.com

company.com/mobile

company.mobi

0% 20% 40% 60% 80% 100%

87%

70%

39%

17%

26%

48%

National Travel Sites

MOBILE APPLICATIONS

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Many Platforms, Many Rules

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US Smartphone Breakdown

Operating System

OS Versions

Handset Manufacturer Handsets US Carrier

Google Android

1.5, 1.6, 2.0, 2.1

Samsung, HTC, etc.

Hero, G1, MyTouch, Droid, Eris, Magic, MotoCLIQ, etc.

Sprint, Verizon, T-Mobile

iPhone 3.1 Apple iPhone 3G, iPhone 3GS AT&T

Windows Mobile

6.0, 6.5Samsung, HTC, etc.

Pure, Tilt, Intrepid, Dash, etc.

Sprint, Verizon, T-Mobile, AT&T

Blackberry 4.7, 5.0Research in Motion (RIM)

Curve, Bold, Storm, Tour, Pearl, World

Sprint, Verizon, T-Mobile, AT&T

WebOS 1.4 Palm Pre, Pixi Sprint

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News & Information

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Sports

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Music

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Social Networking

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Social Check-in

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Travel

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Branded Utility Apps

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Augmented Reality

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Case Study: Nestlé

TEXT MESSAGING

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SMS Overview

Short Codes enable direct response and two-way communication• Codes can be shared or unique

company ID’s• Short code aggregators handle all

phone carrier connections• Campaign response rates have been

seen up to 30%

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My Coke Rewards

MyCokeRewards: Get ready for this. Drink Diet Coke & earn Bonus Pts when u enter ur codes 4/26 thru 5/2. Go to mcr.com on 4/26 for details. Reply HELP for help.

MyCokeRewards: Try the new twin pack 50oz of Coke & enter 4 a chance 2 instantly win Coke 4 a yr @mcr.com. 3pt2enter No pur nec. Ends 5/20. Reply HELP for help.

(Sample Text Message)

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Other SMS Campaigns

IKEA Mobile Members-don't miss your chance 2 win April's $500 gift card from IKEA Mobile. Reply WINNER to this msg to enter the drawing! Only @ IKEA Seattle.

Redbox free MONDAY rental. CHECK OUT WITH COUPON CODE XXXXXXXX. Expires at midnight CST, 5/1/09. Fwd to friends. Call 866.733.2693 for help.

Arby's: More Mmm 4 ur money! Everyday Value Menu starting at jst $1. Jr RB, Jr Chkn, Jr Ham, Valu Fries, Valu Shake & more! Prtcp8ng stores, rply STOP to optout

MOBILE ADVERTISING

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Advertising Formats

• Banner Ads

• Pre-roll Video

• App Sponsorship

• Interactive Video

• Mobile Search

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Mobile Ad Networks

Acquired by Google

Acquired by Apple

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Banner Ads

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Interactive Ads

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Mobile Search

OTHER CONSIDERATIONS

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Print to Mobile

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Print to Mobile

Universal QR Code

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Podcasting

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Podcasting

Heard of Podcasting

32% 34% 36% 38% 40% 42% 44%

37%

43%

20092008

Listen to Podcasts

0% 5% 10% 15% 20% 25%

11%

13%

18%

22%2009200820072006

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Mobile Email

• Mobile email is not 100% HTML compatible

• iPhone is best, Blackberry is improving

• Frequent testing is a best practice

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Mobile Email

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Measurement

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Questions?

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For more information about mobile marketing, please contact:

Scott ChapinMobile Strategist

216-325-1981scott@circle44mobile.com