Introduction to Mobile Marketing

• 1. SMCKC - Mobile Social MediaJune 22, 2010

2. Themobile environment What is mobile anyway?Apps,Mobile WebSMS Marketing with mobile 3. A brief comparison of mobile and fixed online services 4. Source: Mobile Marketing Association 5. APPLICATIONDATA AND MOBILE MOBILE CONSULTINGCARRIERSAGGREGATORSSERVICEANALYTICS MEDIA ADVERTISINGFIRMSPROVIDERS PROVIDERS NETWORKS AGENCIES Operate the Specialize inNetwork of Advise leadingnetworks that softwarepublisher sitescompanies enable wireless development andthat offer a way toregarding communication,hosting for mobilereach mass strategy, exerts the mostmessaging audiences viaorganization, control over theapplications.contextual & geo-changeindustry. House Offer quantitative, targeted mobile. Help brands management,connections toinfo-baseddemystify theoperations, &wireless networks services, databasemobile space andtechnology.& maintainmanagement,strategicallysecurity, technical, implementation,integrate mobile& service levelconsulting & into the mix.requirements.analytics. Source: MAhearns & MMA 6. 1. Print (books, newspapers) 1400s 2. Recordings (records, tapes, CDs) 1800s 3. Cinema 1900s 4. Radio 1910s 5. Television 1950s 6. Internet 1990s 7. Mobile 2000s 7. 30 minute tasks30 second tasks Using PC/laptop Using mobile phone Planned Use Unplanned use Sitting Standing/walking/ moving Have time In a hurry e-mail / social media SMS / e-mail / social Creating info Consuming info Focused attention Multi-taskingSource: Tomi Ahonen, 2007 8. 1. Mobile is the first personal mass media 2. Mobile is permanently carried 3. Mobile is always on 4. Mobile has a built-in payment mechanism 5. Mobile is available at the point of creative inspiration 6. Mobile has the most accurate audience measurement capability 7. Mobile captures the social context of media consumption 8. Mobile allows augmented reality to be used in media 9. Source: http://www.mobilemarketer.com/cms/news/ advertising/6468.html 10. Downloadable programs designed to run on a specific type of phone 11. Apple App Store Google Android Market Palm App Catalog RIM/Blackberry App World Nokia Ovi Store Microsoft WindowsMarketplace for Mobile Carrier-Specific Stores(Verizon, Sprint, AT&T) 3rd-party Apps stores GetJar, Handmark, andmore all the time 12. Todays Smartphone Market 17% of all users = 39M Device % of Smartphone % Total Market UsersMarket RIM41%7%17M Apple25%4%10M Microsoft18%3%7M Palm 6% 1%2M Google 5% 1%2M Source: Comscore Dec. 2009 13. 88% of mobile phones are text enabled 64% of mobile phones are Internet enabled 34.5% - unlimited text plans 48.9% - unlimited text plans 11.7% - unlimited data plans 52.0% - unlimited data plans Source: Ahearns, iLoop Mobile; Luth Research Survey June 2009; Comscore June 2009 14. ProsCons Takes advantage of the One platform meanscapabilities of the theyre not compatiblemobile phone (tilt, GPS,with other devices. (Likecameras)Mac vs. PC) Can perform well since There is generally athey dont rely on (orhigher cost associatedneed) mobilewith the programmingconnections involved than with other The best are well-channelsdeveloped and highly Little control over thesophisticated platform Apple/Google/RIM call the shots 15. Internet in your pocket 16. The Mobile Web refers to using a mobile phone handset device incorporating a web browser to access the World Wide WebThe total number of mobile web users grew past the total number of computer-based web users for the first time in 2008 (source: International Telecommunications Union, Oct 2009) 17. m. (M dot) http://m.tacobell.com/ Often seen by established brands with .com domains .mobi (Dot mobi) http://ruxter.mobi/ Used for mobile-specific pages instead of .com Dot Mobi is the official way to establish a mobile web address, but the beauty of the Internet is that nobody really listens to official 18. Incorporates the same concept of pages andlinks (http://) Connects to a server located somewhere else:No network connection = No Internet Is standards-based and accessible across allmobile devices with a browser Provides graphics, text, and linkingcapability. 19. Screens are obviously smaller so the userexperience is differentvery different One small screen = one window Speed vary between carriers (3G, emerging4G) Standards can be widely interpreted Some technical capabilities we see in the BigInternet are absent 20. ProsCons Interoperability Lack of standards to Lower cost -take advantage ofsometimes handset sophistication Wider reach Differences in userexperience across Faster developmenthandsets Simple integration Requires reliablewith other onlineconnection to be usefulactivities 21. Two Unique Capabilities of Mobile 22. SMS Simple Message Service (i.e. Texting) isa standard that works across all mobilephones for sending 160-character messages MMS Multimedia Messaging Service (i.e.Texting with images) is a standard forsending a text with attached image, video,ringtone 23. Keyword Shortcode A word or name used A special number usedto identify a particularwith SMS and MMSservice on a specific Generally 4 to 6 digitsshortcode Text this to that is the opt-in process: Text HAITI to 90909Text RUXTERMOBI to 63636 By combining keywords + shortcodes, billions of uniquecombinations can be created. 24. ProsCons Simplicity almost Limited amount of100% of mobile phones information conveyedcan receive a textin a single text Low cost a few cents Dedicated shortcodesper message, although are not inexpensiveMMS is more MMS is not universally Texts tend to be more supported and tend tovalued than other be carrier-specificmessaging formats 25. Putting it all together 26. Consumer Goods Retail Restaurants, Food & Beverage Politics & Government Financial News, Sports & Information Automotive Healthcare Media & Publication Travel & Entertainment Quick-Service Restaurants Non-Profit Organizations Education 27. 1. Mobile is permission-based 2. A PC experience is not a mobile experience 3. Mobile is one of many channels for marketing, and should be used as such 28. Mobile Marketing is a set of practices that enables organizations to communicate and engage with their audience in an interactive and relevant manner through any mobile device or network 29. The MMAs primary focus is on consumer protection and privacy, given the importance of consumer satisfaction in maintaining a sustainable industry and promoting growth.The MMA therefore strives to align its members and industry stakeholders generally with consumers needs and wants to ensure a positive mobile experience. 30. Mobile Marketing Association: Code of Conduct for Mobile Marketing (July 2008) U.S. Consumer Best Practices (May 2010) Mobile Advertising Guidelines (Sept 2009) 31. Choice consumers must opt-in Control consumers must be able to opt-out ofan unwanted program Customization data supplied by the consumershould tailor their choices Consideration the consumer should be offeredsomething of perceived value Constraint the marketer must effectivelymanage their campaigns Confidentiality commitment to not sharingconsumer info with third parties 32. Good Mobile Marketing is always Permission-Based Marketing 33. 1. Understand who youre reaching 2. Know your objective and how mobile fits 3. Make it relevant and of value 4. Leverage existing channels to reinforce your message 5. Be engaging, fun, and useful 6. Be flexible, interactive, and respectful 7. Start small, measure results, and build up 34. Our GreatMobile Marketing Campaign 35. Fundraising event by the Arts & RecreationFoundation of Overland Park for the BotanicalGardens at the Arboretum Event driven activities leading up to andduring the event that fit well with mobile Mixed demographic - working to incorporatesocial media & mobile into the message toengage a younger & tech-savvy audience 36. Step 1 create amobile site ormobile call-to-action 37. Step 2 promote themessage - TextSTEMS to 63636 38. Step 3 measureresults 39. Step 4 Connectwith mobilesubscribers Step 5 Continueto measure andrefine yourmobile message 40. Industry News Mobile Marketer www.mobilemarketer.com Mobile Commerce Daily - www.mobilecommercedaily.com Trade Associations Mobile Marketing Association (MMA) - www.mmaglobal.com Common Short Code Administration (CSCA) - www.ussshortcodes.com Local / Regional Groups Heartland Mobile Council Mobile Monday 41. Questions & Answers Mike CraigVP Marketing Ruxter [email protected] Twitter: @ruxtermobi