Mobilized Marketing

Mobilized Marketing

Driving Sales, Engagement, and Loyalty Through Mobile

Devices

@jeffhasen @hipcricket

Consider All That You Can Imagine

• Take a trip to a faraway land

Fleet-Footed Wieners

• Run, Tito, Run

Flying Children

• Away They Go

Cashing In(bound)

• Dollars From Heaven

Mobile Pixie Dust

• Magic Apps

• Cash-removing wallets

Sell More Stuff

• Everything has changed

• Nothing has changed

Winds Blowing In New Era

• Time-crunched society

• You can’t fish where the fish were

Life of A Marketer

• Not enough time

• Belief that safe won’t get you fired

• Silos

• Management enthralled with shiny objects

Life Of A Mobile Subscriber

• Connected 24/7

• Researching, interacting, shopping with device

• Expecting brands to meet them on mobile

The Technology Divide Is Shrinking

• Use of tablets by 45-54 has doubled YoY (Pew)

• Number of web users 55+ using social media sites grew by 109% YoY (Nielsen)

The Two Need To Meet

• Complementary needs

It’s Why I Wrote Mobilized Marketing

• Learn from three dozen marketers

• Find out how to go where the fish are

• Catch more fish

Key Findings

• Mobile is no longer a “nice to have”

• “Meat and potatoes” often feed the hungry salespeople

• What works in one region won’t necessarily work in another

Key Findings

• Mobile bridges distance and generation

• Marketers can’t afford to wait until everything in mobile is perfect

Key Findings

• If you aren’t going to do mobile, can you say the same about your competitor?

Case Studies

The Passive Has Become Interactive

• Interact to sell more

• Give consumers choice

“You Can’t Move A Mall”

• Shoppers increasingly choose on amenities like clean bathrooms, WiFi, and interactivity via mobile

34 Cars Sold In One Day

• Combination of traditional media and mobile

• Dollars worked harder

Advice From Marketers

Do

• Find the time

• Be brave

• Give your target choice

Don’t

• Bet it all

• Forget feature phone users

• Put mobile on an island

The Mobile User

What We’re Doing On Mobile

Mobile Internet Traffic Worldwide

Mobile Apps and Smartphones

Reinvention of Shopping Experience

Who Loves Using Mobile?

Copyright 2012 Wave Collapse LLC

53%

47%

63%<44

Years Old

Surprises vs Predictable

Multi-tasking vs Single-tasking

Less likely to own a

Blackberry or Windows

Mobile device

Heavier Users of Mobile

Everything:Internet

AppsMusicGames

Love to Discover

The Search Via Smartphone

Copyright 2012 Wave Collapse LLC

Searches For Familiar Things

Copyright 2012 Wave Collapse LLC

Company Product App Topic Company Product App Topic WebsiteNew Familiar

0%

20%

40%

60%

80%

100%

23%26%

38% 39%35%

31%

50%47% 47%

28%33%

39% 41% 41%34%

45%

Mobile Tablet

Which of these have you searched for in the past week?

Similar Behavior On Mobile Browser

Copyright 2012 Wave Collapse LLC

Mobile Not As Preferred For Active Discovery of Websites

Copyright 2012 Wave Collapse LLC

People Less Likely To Come Across New Things on Mobile & Tablet

Copyright 2012 Wave Collapse LLC

Discovery For Content

Copyright 2012 Wave Collapse LLC

Discovery

Copyright 2012 Wave Collapse LLC

As Valuable As Social Referrals

Copyright 2012 Wave Collapse LLC

Mobile is Right Behind E-Mail

Adding Mobile To The Marketing Mix

Jeff Hasen | Hipcricket CMO

Mobile Can’t Sit On An Island

Co-Dependence

MobileEngagement Outdoor

Events

TVOnline

Point of Sale

Radio

PrintOn pack

Through Mobile Media

• Direct– Marketer Push– Consumer Pull– Mobile Advertising

• Indirect– Mobile with Traditional

Media

Tying Into Marketing Goals

Finding Prospects• Why do this?

– Collect information and permission– Ask qualifying questions– Enable follow-up

• How?– SMS– Mobile search– Proximity marketing

Closing The Sale• Why do this?

– Motivate an initial purchase – Enable a transaction

• How?– Mobile shopping cart– Mobile coupons– Gift cards– IVR ordering

Engagement and Viral Marketing

• Why do this?– Create multiple memorable interactions– Encourage sharing

• How– Text-to-screen– Mobile sweepstakes – Experiential campaigns

Increasing Brand Recall

• Why do this?– Multiple engagements– Visual

• How– Mobile video– Mobile advertising– MMS– Mobile apps– Mobile games

Upping The Basket Size

• Why do this?– Maximize frequency and size of purchases– Encourage sharing

• How?– PSMS– Mobile billing– Premium mobile apps– Mobile wallets

Building Loyalty

• Why Do This?– Create brand preference– Offer rewards and privileges

• How?– Mobile gifts and downloads– Mobile apps– Mobile loyalty sites– Mobile loyalty tracking

Hitting The Target

• Who you want to reach– By type of relationship or demographic– Users of a specific device

• Where and when you want to reach them– Location– Context– Behavior

Getting Reach

• ID mobile behavior of your target• Modify for context• Utilize interdependent communication channels

Mobile Direct Response

Decisions to Make• Shared or dedicated shortcode• Copy for call to action• Terms & Conditions• Keyword & Message• Response• Action• Fulfillment• Support• Tracking• Follow-up

Mobile Advertising MetricsMedia Performance• Impressions by mobile channel• CTRs (Clicks/Reply/Calls)• Budget Optimization • Delivery Pacing• Creative Performance by ad copyMobile Device Statistics• Top Device Manufacturers• Top Device Models• EtcEngagement Statistics• Mobile Site Visits• Internal Page Views• Site Actions (Downloads/Votes)• Lead/Field Captures• Etc

Mobile Messaging Metrics• Broadcast Direct response• By keyword

– Unique keyword per media channel/placement– Engagement: measure interaction with subsequent keywords in Alerts

messages sent to subscribers

• Measure engagement timing

• By URL– Bit.ly links to see CTR & associated metrics– Bit.ly links can contain tracking tags to further identify segments/users

• Dynamically generate URLs to measure viral capacity

Mobile Web Metrics• Regular web metrics• With device detection/sniffer see penetration of users

exposed to URL, by device• With web-based SMS opt-in, see effectiveness/conversion of

handset verification process• Social sharing

Mobile Application Metrics• Number of downloads• Active use of app, by page• CTR of CTAs in app• Effectiveness of CPI campaigns• mCommerce for in-app currency• Social sharing

Case Studies

Customer Acquisition

• The American Cancer Society (ACS) is a nationwide community-based voluntary health organization dedicated to eliminating cancer

• Hipcricket and ACS are integrating into the organization’s CRM platform for 300 Relay for Live events this summer

• Engage donors and others who want to interact with the organization

• Giving event coordinators the ability to communicate via mobile, before during and a after the events

• ~ 250 local databases created• Thousands of members regularly

engaged with the organization

SITUATION

OBJECTIVE

RESULTS

Customer Acquisition

• Ford is projected to spend $1.3 billion on advertising in 2011 with its primary purpose to create leads that turn into sales

• Prior to aligning with Hipcricket in late 2010, mobile was missing from national marketing programs

• Include mobile call to action in national ads to make dollars spent work harder

• Give consumers a real-time opportunity to interact with Ford

• Measure response levels across markets, models, and television programs

• 15.4% conversion rate• Leads delivered to local dealers and

followed up on within minutes

SITUATION

OBJECTIVE

RESULTS

Engage Shoppers via SMS, MMS and QR Code

• Macy's is a U.S. chain of mid-to-high range department stores

• Macy’s wanted a way for shoppers to interact with them over mobile

• Giving on-the-spot advice to shoppers about the latest fashions, designs and tips for the spring season.

• Provide a fun and informative video features via an easy-to-use, direct-to-consumer platform

After 4 weeks• >4,000 MMS interactions • > 3,000 SMS interactions• Thousands of QR scans

SITUATION

OBJECTIVE

RESULTS

Scan code to see how to use

Macy's backstage pass

Geo-Fencing

• Blue Moon wanted to be top of mind with consumers on the go

• Airport travelers were encouraged to opt-into Blue Moon’s mobile marketing program

• Subsequently when consumers arrive at an airport, they receive a message telling them which restaurants serve Blue Moon beer

• Target travelers• Provide a way for Blue Moon

fans to stay in touch with their favorite beer

• Increase sales of Blue Moon beers

• Thousands of entries

SITUATION

OBJECTIVE

RESULTS

SMS + IVR + QR Code + Mobile Website

• In an appeal to chic consumers in North America and Europe, French sparkling water brand Perrier launched, "Le Club Perrier“

• Hipcricket was asked to bring a vital mobile component including a mobile website in English and French and calls to action via SMS and QR code

• Promote the Perrier nightlife and culture portal

• Continue to evolve the U.S. consumer's perception of Perrier into one that is more in line with global perception – fun, daring, unique and modern

• Over a million views with the campaign continuing

SITUATION

OBJECTIVE

RESULTS

Situation• Lionsgate selected Hipcricket as a one-stop mobile marketing and advertising solution for designing and

implementing a campaign to attract, engage, and re-target audiences on the mobile device.

Case Study: The Hunger Games

Results:• The movie broke all previous opening weekend records for box office purchases made with mobile devices.• 5% CTR on iPad video Ad units.• ~1.5% CRT on smartphone video ad units.• Overall ~1.4% media campaign click through rate.

Objectives• Lionsgate sought to attract a younger audience of active

mobile users.• Lionsgate wanted to provide users the same experience

visiting the desktop website or the mobile website and offer the same engagement to all mobile users – smartphones or feature phones owners.

• Lionsgate wanted to re-target these mobile users weeks after the release to encourage ticket purchases.

Using Mobile to Engage Customers Along the Path to Purchase and Beyond

Approach to Mobile

Shopper

RetailerBrand

Creating a Mobile Roadmap

Some Key Considerations:

• What does a day in the life look like for our consumers and shoppers?• What’s their profile?• What’s their path to purchase?• What other products do they use or buy?• What kind of product information are they seeking?• How do their purchase habits vary by retailer or retail channel?• What are the opportunities for mobile engagement, interaction?

Path To Purchase

DESIRE

DECIDE

DELIGHT

DESIRE

DECIDE

DELIGHT

Mobile Advertising

Mobile Coupons

On PackageOn-Shelf

In-Store Sampling & Voting

Print & FSI

Apps

Registration & Loyalty

DESIRE: In-Store Sampling and Voting

Text-to-Vote

DESIRE: Mobile Advertising & Applications

Mobile Advertising to Relevant Demographic

Mobile Applications

DECIDE: POS, On-Shelf, Mobile Couponing

SweepsProduct Launch

Mobile Coupon(Direct to Print)

DELIGHT: Entertain, Registration & Loyalty, Social Advocacy

SHARE

TIME BASED VIDEO DELIVERYDepending on the time that the consumer interacted with the campaign, they would see a video with the actor portraying the area of the world where it was morning.

Convergence of Mobile and Social

They Really Are All Megaphones

Era of Customer Disservice

64% Have Switched Brands

78% Have Bailed On Transaction

The Moments of Trust Concept

Touchpoints That Make Or Break Brands

Moments of Trust Impact Sales And Brand Loyalty

Mobile Has Changed The Moments of Trust Dynamic

Mobile and Moments of Trust

Moments of Trust Poll

40%Have Remarked On Negative Shopping Experience

46%Have Remarked On Positive Shopping Experience

18% Used FaceBook

8% Used Twitter

34%Have Viewed Post

48%Would Be Influenced

32% Have Texted

10% Heard From Brand

35%Would Want To After Negative Experience

New or Old Business Rules?

What’s His Klout Score?

Old School

In Any Era,There’s PowerIn Thanks

What Should We Do As Marketers?

Measure Even If We Can’t Stomach The Results

Change With The Times

Celebrate Or Mitigate

What’s Next?

More Customer Evidence

Used In Richer and Potentially More Damaging Ways

From Even Those Who Have Yet To Speak

Meaning What?

We Can’t Afford To Sit On The Sidelines

Mobile and Email

Knowing Your Audience

Mobile Opens by Platform

• Email is graphic and content-centric• SMS is offer-centric

Alaska Air: Exclusive deals @ AlaskaAir.com on new Horizon flights between Bellingham and Portland

Email vs. SMS

Cadence

• Cadence for email and SMS should remain the same• No data at this time suggest a higher percentage of opt-

outs when consumers are receiving both email and SMS messages

Best Practices

• Do not purchase a list; build one• Follow carrier and Mobile Marketing Association

guidelines• Don’t send to a consumer’s mobile device unless they

explicitly give you permission• Don’t have mobile sit on an island – make it an integrated

part of your program

Trends for 2013:

If You Build It, Will They Come?

Mobile Wallet

Digital Wallet

Payment Devices

Mobile Wallet Ecosystem• Mobile devices at

POS• Coupons• Loyalty

• Signature• Authentication• Access control.

Physical or digital

• Bill Payment• Cash In/Out• Content related

information• Account information

• Proximity Payment / NFC

• Remote Payment

mCommerce mIdentity

mBankingmPayment

Case Study

Location-Based Services (LBS)

What is Network-Based Location?

• Network-based location techniques utilize the carrier network

infrastructure (Cell towers) to identify the location of the wireless

device.

• Carrier network-based location information offers some significant

advantages:– The ability to access precise (Assisted GPS) and course (Cell ID) location

data – No device dependency – Operating Systems, GPS, Smartphone or Feature

Phone– No device or interaction required (Cell ID)– No user download required (Cell ID) – Secure and can not be manipulated like GPS location on smartphones

Cell IDUses the cell site and the respective sector to report estimated latitude and longitude• Accuracy = 100M+ Can be as accurate as 100M in

metropolitan cities like New York City• Speed: Fastest method to return a location, approx 3-10 Sec• Advantages: Fastest, can locate any device type• Disadvantages: Accuracy depends on density of cell towers.

Assisted GPS (aGPS)GPS uses Assistance Data to more quickly determine its location (as compared to stand-alone GPS)• Accuracy = 15 meters to 30 meters• Speed: slowest, approx 30 Seconds• Advantages: very accurate if devices can see satellites• Disadvantages: slowest method

Network Location: Speed and Accuracy

Cell ID

A-GPS

Proximity Marketing• Pushing targeted content based upon mobile location and

time-of-day to maximize call-to-action or response

• Content, due to its higher level of relevancy, is more valued by the user/consumer than broadcasted text or e-mail

• Content is delivered without user/consumer dependencies or actions – user always receives content when phone is “on”

• Mobile Location information is provided “on-demand” as a business service, enabling retailers/brands/entertainment to decide when to deliver specific content to maximize ROI

• Drives rich analytics of when? and where?

• Therefore, location-triggered mobile messaging will be more targeted, more impactful, more actionable and more cost-efficient

Augmented Reality

Augmented Reality: What is it?• A camera enhanced view where

Data/Information is layered on top of the real physical world/physical objects providing rich information, context, entertainment, promotions, offers... Anything.

Augmented Reality: How it Works

ENGINEThis is the software which drives the experience and can be deployed online or on a local computer (as in the case of events or in-store displays).

CAMERAThe camera is used to capture the user’s world and determine the placement of the animation. The camera can be a web cam, a video camera, or a mobile phone camera.

DISPLAYThe magic of AR happens only when it has somewhere to be displayed. It is the combination of the AR animation and what the camera sees which makes AR different than any other flat digital experience. The display could be your laptop screen, a kiosk, or a mobile phone display

TRIGGERIn most cases (but not all) the trigger is held in front of the camera, which then recognizes the image and launches the AR animation, which is then displayed on the display. There are a wide variety of triggers but all are required to launch the AR program. Triggers can be anything from a physical object, to a face (facial recognition), to a magazine ad, to even shapes and GPS coordinates.

Source: http://www.hiddenltd.com/augmented-reality-marketing-how-to-guide

Augmented Reality: What’s Next• Google’s Project Glass

More Devices in More Sizes

Myriad of Devices

• Feature Phones– Still the standard in

many developing countries.

• Smartphones– Gaining ground

rapidly

The Rise of Smartphones

More Tablets And Connected Devices

The Global View of Mobile

Canada

United States

Central & South America

Europe

Asia

@jeffhasen

@hipcricket