Overview of Mobile Marketing Overview of Mobile Marketing Judd Wheeler September 2011
Nov 11, 2014
Overview of Mobile MarketingOverview of Mobile Marketing
Judd WheelerSeptember 2011
How Big Is Mobile?
1.7 billion television sets
How Big Is Mobile?
2 billion Internet users
How Big Is Mobile?
1.2 billion computers(including tablets)
How Big Is Mobile?
4.9 billion combined
How Big Is Mobile?
4.9 billion combined > 5.2 billion paid subscribers
Growing TrendGrowing Trend
• Americans areAmericans are getting rid of landlines
Growing TrendGrowing Trend
• 10 States that have at least 30% of adults rely strictly on cell phones– Arkansas– Mississippi ‐ highest poverty rate at 21.9% in 2009 (Census Bureau)– Colorado– Idaho– Kentucky– Nebraska– North Dakota– Oklahoma– Oregon– Texas
Within Arms Reach 24/7
No9%
Yes91%
Morgan Stanley
ReachReach
• Cell phone penetration is 96% of the USCell phone penetration is 96% of the US population
• That means…O 87% f h U S l i i i hiOver 87% of the U.S. population is within an arm’s reach
Smartphone DemographicsSmartphone Demographics
• Income over $75 000Income over $75,000
• College graduate
/ / li• Men/women: 55/45 split
• Higher percentage African‐Americans and Hispanics than white – URBAN
• Roughly 75% of the users being between age g y g g18 and 54
Mobile ChannelsMobile Channels
• Text Messaging (SMS/MMS)Text Messaging (SMS/MMS)
• 2D Barcodes
• Mobile Web & SearchMobile Web & Search
• Advertising
• Location Based Services (LBS)• Location‐Based Services (LBS)
• Near Field Communications (NFC)
• Augmented Reality (AR)• Augmented Reality (AR)
• Apps
Text May Not Be Sexy, BUT…..Text May Not Be Sexy, BUT…..
• 90% of all text messages read within 390% of all text messages read within 3 minutes of delivery
• 95% within the 1st 15 minutes• 95% within the 1st 15 minutes
• Over 99% read by the recipient• SinglePoint Conversational Advertising
Text May Not Be Sexy, BUT…..Text May Not Be Sexy, BUT…..
• 90% of all text messages read within 3 minutes of delivery• 95% within the 1st 15 minutes• Over 99% read by the recipient
• SinglePoint Conversational Advertisingg g
• Text:– CTR 14.06% Conversion 8.22%
• Email:Email:– CTR 6.64% Conversion 1.73% (average 33% change yearly)
• Internet DisplayCTR 0 76% C i 4 43%– CTR 0.76% Conversion 4.43%
• Direct Mail– Response 1.4‐3.4% (Conversion < 1%)
• DMA 2010 Response Rate Trend Report
Text May Not Be Sexy, BUT…..Text May Not Be Sexy, BUT…..
• Redeemed value of mobile couponsRedeemed value of mobile coupons– 24% higher than Internet and e‐mail coupons
Nearly 50% higher than paper coupons– Nearly 50% higher than paper coupons
SMS AppealSMS Appeal
• Short convenient formatShort convenient format
• Most effective marketing messages = Least amount of thought from the consumerLeast amount of thought from the consumer.
• Permission‐based
Text (SMS/MMS)Text (SMS/MMS)
• Alerts • Text4OfferAlerts
• Text2Win
• Text4Info
Text4Offer
• Polls
• Pics & Text2ScreenText4Info Pics & Text2Screen
Courtesy of iMobilize Media
Text4NextText4Next
Orange County g yTransportation Authority• Simple & easy
OCTAGO• OCTAGO– Bus– Bus #– Stop #– Route #
G t t 3 i l ti• Get next 3 arrival times• Can preplan by including
time and date
Mobile BarcodesMobile Barcodes
• 1992 – Denso‐Wave (Toyota)
30 characters 3,296 alphanumeric 1,000 characters
( y )• Additional storage capacity accommodates a variety of data beyond
numbers:– Text
Hyperlink– Hyperlink– Telephone number (Phone call)– SMS/MMS message– Email (Send message)– Contact entry (vCard or meCard)– Calendar entry (vCalendar)
Royal Dutch MintRoyal Dutch Mint
• The silver 5€ and the gold 10€ was issued onThe silver 5€ and the gold 10€ was issued on June 22, 2011
QR Code by the NumbersQR Code by the Numbers
• 14 million Americans14 million Americans = 6.2% total mobile audience
comScore MobiLens study June 2011comScore MobiLens study June 2011
QR Code by the NumbersQR Code by the Numbers
• 14 million Americans14 million Americans = 6.2% total mobile audience
comScore MobiLens study June 2011comScore MobiLens study June 2011
•1200% increase second half of 2010
Mobie Identity Systems report
D l d d idD l d d idDeals, ads and a videoDeals, ads and a video7,581 web site visits (90 days)7,581 web site visits (90 days)
SnapTagSnapTag
• Send MMS – feature phonesSend MMS feature phones
• Scan with app
Don’tDon t
• Don’t distribute a mobile barcode withoutDon t distribute a mobile barcode without thoroughly testing it
• Don’t link to a• Don t link to a generic webpage
D ’ li k• Don’t link to a webpage that i ’ bil f i dlisn’t mobile‐friendly
Retail Mobile WebRetail Mobile Web
Mobile enabled retail web site
• 54% consumers would shop directly from barcodes in
i
Mobile‐enabled retail web site
magazines• 12% of retailers offered it Have
Not40%
• Must break away from traditional channelsE b l ti
Have60%
40%
• Embrace evolution, prepare for future demands OR be left behind
60%
More browser phones than PCs
SearchSearch
Mobile AdvertisingMobile Advertising
• Opportunity to reach Oppo tu ty to eacconsumers improving
• Mobile ads perform 5 times better than I t t dInternet ads
• Match the creative to• Match the creative to the device's smaller screen size
Mobile AdvertisingMobile Advertising
• FragmentedFragmented– Over 10 ad networks in U.S. alone– Players like inMobi, AdMob (Google), iAd (Apple), y , ( g ), ( pp ),Microsoft Mobile Advertising, Millennial Media, Greystripe… (none dominate)
• Types of networks– Blind (largest) ‐ awareness– Premium Blind ‐ action– Premium ‐ conversion
Real World Gaming RewardsReal World Gaming Rewards
Kii SDK• Kiip SDK– Rewards in‐gameachievements on mobileachievements on mobilegames with real life rewards
– Raising a level or high score– Rewards based on gamedemographics
• Tap Me• Tap.Me– Redbox ads– Future real‐world rewards– Future real‐world rewards
Location‐Based ServiceLocation Based Service
10,000,000
• Check in
• Find friends• Find friends
• Share on social networks (FREE word of mouth)
• Unlock rewards
Shopkick (Proximity Marketing)Shopkick (Proximity Marketing)
ShopAlertsShopAlerts
• Works with any phoneWorks with any phone (no GPS)
• Opt‐inp
• SMS, Facebook, Twitter, web, in‐store signageg g
• Geo‐fences based off cell towers
SCVNGR – Buffalo Wild WingsSCVNGR Buffalo Wild Wings
• Go placesp• Do challenges• Earn points
• 720 locations12 week campaign12‐week campaign (March Madness)
• Media & customer engagement
• Improve customer return rate – drive revenuerate – drive revenue
Turn Watching Games into a GAMETurn Watching Games into a GAME
• Take pics of friends, p ,sauciest wing in the basket, fans of rival teams crowd going wildteams, crowd going wild…
• Rewards for completed challenges included: – $5 off (3 points), – a free Coca‐Cola (20
points) and – free wings (30 points)
• Could share to Facebook& Twitter& Twitter
ResultsResults
• Players generated 20,000+ challenges
• There were 184,000 unique players
• 1 in 3 players returned to play again
• On average, users completed 7 challenges
• 100 million social impressions via Facebook and Twitter.
O l 90• On average, a player spent 90 seconds per challenge, meaning that BWW saw the equivalent of 3.6 years of brand engagement in its locations g gduring the campaign.
Now has an established database of l f184,000 people for its next campaign
Near Field CommunicationNear Field Communication
• Subset of RFID
• 150,000 NFC (+24,000)6 illi t diti l• 6 million traditional
Crone Consulting
NFC PredictionsNFC Predictions
• Chip makers predict 40‐50 million NFC phonesChip makers predict 40 50 million NFC phones by 2011
• ~300 million phones worldwide (20%) phones• ~300 million phones worldwide (20%) phones with NFC by 2014 (Juniper Research)
30% f ll bil h ld id ill b• 30% of all mobile phones worldwide will be NFC enabled in 2015 (HIS research)
People Aren’t WaitingPeople Aren t Waiting
Other ExamplesOther Examples
• Purchase rail, metro, airline, movie, concert orPurchase rail, metro, airline, movie, concert or event tickets
• Boarding passBoarding pass• Coupons• Tour guide (AV presentation)• Tour guide (AV presentation)• ID card (students, employee, medical)K d ( h ffi )• Keycard (car, house, office)
• Rental car and hotel keys
Augmented RealityAugmented Reality• Yelp
S t t
• Zagat RETINAC i t t & i t ll– See restaurants
– Click to get ratings and reviews
– Can interact & virtually walk down the street
– Click to get full review gand details
• Create your own AR worldworld
• Open platform• 1.4M active users1.4M active users • Bring digital into reality
QderoPateo Communications (QPC)QderoPateo Communications (QPC)• Articulated Naturality Web• Typical AR “flat”Typical AR flat• Break barrier of laptop/desktop – convenience of mobile• Weather, museum, hotel, commercial real estate
Apps (June 2011)Apps (June 2011)Ave Price: $3.64
Over 7 TBFree, 36%
Pay, 64%64%
$891,982.24
Apps Dirty Little SecretApps Dirty Little Secret
Average: 60 apps downloaded to iPhone or iPad
Paid Free
Average: 60 apps downloaded to iPhone or iPad
• 30% first downloaded
• 5% by day 21
b d
• 20% first downloaded
• 5% by day 25
b d• 1% by day 90 • 1% by day 90
Socialize Inc.
And/OR
+OR
=
IKEA 2010 Interactive CatalogIKEA 2010 Interactive Catalog• Place furniture
– 40 pieces
• Results– PR40 pieces
– Use camera, move, resize, take a picture
Di t l
PR
– WOM
– High downloads
• Discover style– Thru quizzes
North Face (China)North Face (China)• Stake virtual claim
Li k b &
• > 2 million unique visitors to web• Live score kept on web &
outdoor electronic board
• 18 days
web
• > 651,000 red flags planted
• Champion > 4,00018 days Champion 4,000
McDonald’s Interactive BillboardMcDonald s Interactive Billboard
• Photo Catch– Using cell phone camera– Get one free
• Pick & Play– No app– picknplay se– picknplay.se– Geo‐location– Play on big screen in real‐time
– Last 30 sec get digital coupon w/directionsp /
• 12 million iOS downloads translates to $8,316,000 (June 2011)A d id $1 illi / th i d• Android: over $1 million/month in ad revenue
• Over 350 million total downloads
“Put your best people on mobile ”people on mobile.
Overview of Mobile MarketingOverview of Mobile Marketing
Judd WheelerJudd WheelerSeptember 2011
jwheeler@comm‐arts.com(918) 493‐5700
October 27 2011October 27, 2011Center for Creativity
http://artofmobile.mobiletulsa.org