Making Sense of Mobile Marketing
Oct 29, 2014
Making Sense of Mobile Marketing
Today’s presentation
• What is mobile marketing? • Why is mobile marketing important? • Opportunities and challenges • The foundational components explained
WHAT IS MOBILE MARKETING?
Definition of “mobile marketing” • Mobile Marketing Association
(November 17, 2009) “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.”
Practically speaking
• Extending our brand experiences to consumers on the mobile devices they have already adopted as part of their daily lives
• Spanning marketing communications, customer acquisition, lead generations, loyalty and retention, customer service, support, and engagement
Foundational components
• SMS (text messaging) • Social media and e-mail • Mobile advertising • Future (but here today)
– Mobile web
– Device-specific apps
WHY IS MOBILE MARKETING IMPORTANT?
Today in the U.S.…
• There are 270+ million mobile devices • Held by ∼240 million individuals • Which represents ∼90 percent of all
consumers age 18 and above • Most of whom carry the device on, and
on their person, at all times
OPPORTUNITIES & CHALLENGES IN MOBILE MARKETING, TODAY
Opportunities in mobile
• Intimacy • Timeliness • Relevance (context) • Location (time and place)
Opportunities in mobile
• Mobile users are seeking actionable content. Deliver and they will respond.
• Google’s mobile user profiles – Urgent now
– Repetitive now – Bored now
Opportunities in mobile
92%
8%
U.S. Consumers
with Mobile
without Mobile
Challenges in mobile
• Fragmented technology ecosystem – Manufacturers and devices
– Operating systems
– Browsers
– Carriers and networks • Texting plans
• Pace of advancement: the moving target
Challenges in mobile
8%
22%
70%
Smartphone penetra5on
No Phone
Smartphone
Basic/Feature phone
THE FOUNDATIONAL COMPONENTS EXPLAINED
What it’s not
• A last minute tool to garner interest • A “BLAST” • Instant credibility and permission • The more people the greater the return
Best practices • Create an organizational e-mail alias. • Request a report a few weeks later. • Consider every element of your e-mail. • E-mail is the way to initiate a
conversation and social networks are the way to continue it.
Computer shot
Mobile device e-mail
Requesting a rel@y
• http://universitymarketing.illinoisstate.edu/
What we provide • Professional HTML construction • Copyediting • Opt in/out mechanisms • Ensure accessibility • Peace of mind
ROI considerations
Reach High
Upfront investment Low
Ongoing management Low
Service impact Low
Wow factor Low/Moderate
Notes An excellent tool – beLer when used in concert with other technologies.
QUESTIONS?
Social
What it is
• Social media has quickly been adapted for mobile platforms
• Drawing more consumers to mobile platforms, more often, every day
• Don’t ignore the low-hanging fruit
Others?
And there are more every day • LinkedIn • FourSquare • YouTube
• Digg • MySpace
Planning and budgeting
• Primary investment, resource, and process allocations have been made
• Account for mobile use cases in all content and production planning
ROI considerations
Reach Moderate to high
Upfront investment Low
Ongoing management Low
Service impact Low/Moderate
Wow factor Low
Notes Low-‐hanging fruit, where investments and resources may already be accounted for
And allows for conversaQons to start and/or conQnue
QUESTIONS?
Mobile tagging
What it is • 2-Dimensional “barcode” that is scanned
with a mobile device (camera lens) • Acts as a link between physical and
online worlds • Common technologies:
– QR codes – Data matrix codes – Microsoft tag
Traditional bar codes
• The graphic layout encodes a small amount of information, such as a SKU
• Must be scanned from specific angle, and only with a laser scanner
• Limited applications
2-Dimensional codes
• Encoded with more information, such as – Web URL – vCard – SMS – Voice call
• Can be scanned from any angle, and with an optical scanner (a camera lens)
• Can be reproduced very small to very large, print or digital
MicrosoR Tag
Applications
• Print advertising
• Packaging and POS
• Outdoor and event marketing
• Grassroots and guerilla marketing
Applications @ ISU
Planning and budgeting
• Not quite ready for prime time • The right opportunities and the right
consumers • Very low costs make it great for
experimentation
ROI considerations
Reach Low
Upfront investment Low
Ongoing management Low
Revenue impact Low/Moderate
Service impact Low/Moderate
Wow factor High
Notes Not a priority, but worth trying. Have fun with it.
SMS (text messaging)
What it is
• Simple Messaging Service (SMS) is basic technology found on virtually all mobile devices
• Carrier networks: Opt-in, permission-based communications only
• Supports diverse range of communication functions
Making the most of SMS
• Pinpoint targeting to person, place, and time creates value
• Database marketing approach: optimization
SMS supports diverse functions Sales and revenue • Special offers driving
consumers to stores, or to call
• Coupons for in-store or online redemption
• Updates on special events, grand openings, or new products
Customer service/experience • Special messages • Locations and
directions • Polling, voting, and
feedback • Self-service question
and answers • Appointment
reminders
Homecoming: Additional 20% at all participating Redbird Walk stores. Just show this text message on checkout. www.IllinoisStateHomecoming.com
27297
ISU: “CongratulaQons, you’ve been accepted to Illinois State University. Visit Welcome2ISU.IllinoisState.edu for the next steps”
697895
Float24
697895
FLOAT: Thank you for entering. Winners will be announced during the football game. SPONSOR: Show this text for 10% off your next purchase at the Alamo
697895
GO REDBIRDS!
697895
Let’s try another one
• Text “trivia” to 71857
Trivia
697895
ISU TRIVIA: In what year was a camel rode in the Homecoming parade? A) 1955 B) 1965 C) 1975 D) 1985 E) 1995
697895
And one more
• Text “marketing” to 71857
Events
697895
UPB: What type of activities are you interested in A) Movies B) Activities C) Food D) Intermurals
697895
Planning and budgeting
• SMS is the most utilized mobile technology across age groups
• Adopted technology (though some still don’t have unlimited texting plans)
• Immediacy, action-orientated • Spamming
Planning and budgeting
• Acquisition: Text opt-in • Immediate entry, immediate reply
• Allows for ongoing communication
• Acquisition: Web form opt-in • Capture other information
• Allows for personalized ongoing communications
ROI considerations
Reach High
Upfront investment None
Ongoing management Low/Moderate
Service impact Moderate
Wow factor Low
Notes Not sexy, but can be very effecQve. Low costs and great reach make the ROI metrics work.
QUESTIONS?
The future: mobile Web
What It Is
• Web experiences tailored to mobile operating systems and browsers
• “3 Cs” of valuable mobile web experiences – Context
– Content – Coding
Mobile Web users are different • Ready to take action now • Looking for direction, motivation, or just
the right information to influence decisions
• Google’s three user profiles
Mobile Web vs. traditional Web Mobile Web • Users want to complete
smaller tasks, quickly • Users do not want all
information, just the relevant information
• Prefer offline buying • Traditional Web value-
adds don’t necessarily apply: images, video, flash, paragraphs, options
Traditional Web • User expectations range
from quick tasks to intensive projects
• The right information, as well as access to all information
• Online buying is a norm • Great platform for rich,
interactive media and deep engaging experiences
Planning and budgeting
• All roads lead to mobile Web • Today, only a fraction of mobile
audience experiences the Web • More universal and cost-effective than
apps • Requires additional planning and staff
resources to implement
ROI considerations
Reach Moderate
Upfront investment Moderate/High
Ongoing management Moderate/High
Revenue impact Moderate/High
Service impact High
Wow factor Moderate
Notes FoundaQonal component now and for the long term; build now, look great later.
Future: mobile applications
What it is
• An application that is downloaded directly to the mobile device
• Rich, interactive experiences that support tasks, engagement, and commerce
• Leverage features of the device and OS – Geo-location / GPS
– Accelerometer
The app universe
• Cost of creation • Branded apps pose unique challenges
– Competitive market place/attention
– Delivering satisfying experiences
– What do your customers want from you?
• Not all apps and operating systems are created equal
ROI considerations Reach Low
Upfront investment High
Ongoing management Moderate
Revenue impact Moderate/High
Service impact Moderate/High
Wow factor High
Notes Payoff for some can be great, but be wary of hype. Move deliberately.
THANKS!