What’s next? The rise of mobile marketing NOVEMBER 18, 2010
What’s next?The rise of mobile marketing
N O V E M B E R 1 8 , 2 0 1 0
Going MobileChallenges, opportunities & shrinking budgets
Photo: Jose Luis Palaez Inc, Getty Images
KnowledgeDesireEmotion
From people of the book
Intro
to people of the screen
How has this affected reading and writing?
The amount of time people spend reading has almost tripled since 1980.
Photo: Didi, Getty Images
Ordinary citizens are now composing
1,500,000 blog posts per day.
Photo: Didi, Getty ImagesSource: Smithsonian Magazine, Reading in a Whole New Way, August 2010
Young people, in college or at work, collectively write
12,000,000,000 quips per day from their phones
with their thumbs.
Books develop a contemplative mind.
Screens provoke action.
In the world of screens,a fact does not “exist”
until it is linked.
Making sure your message (your art, your creation) is found.
SEARCH ENGINE OPTIMIZATION
Making sure your message is linked.
SOCIAL MEDIA
Making sure your message is effective.
ANALYTICS
Making sure your message is accessible.
MOBILE
Making sure your message is relatable.
BRAND
Because it’s all about the message.
THE TRUTH
Pittsburgh-based, full service, 30+ person marketing firm
CreativeInteractive & Technology
Strategic Marketing & PlanningPublic Relations & Media
Brand DevelopmentChannel Marketing
Why SEO?
Why SEO?
1Data Source: AdAge
Education is the number one searched category
Why SEO?
40Data Source: AdAge
Over 40% of all web traffic is driven by search
Why SEO?
100,000,000,000
Data Source: ComScore
searches per month
Paid results
Organic results
Search term
2%2%
3%
11%12%
70%
GoogleYahoo!Baidu.comMicrosofteBayNHN
Search EngineMarket Share2008
Data Source: ComScore
2%2%
3%8%
9%
77%
GoogleYahoo!Baidu.comMicrosofteBayNHN
Search EngineMarket Share2009
Data Source: ComScore
5%
6%
7%
15%
20%
22%
24%
Trust/AuthorityLink PopularityAnchor TextOn-Page KeywordsRegistrationCTR DataSocial Metrics
Google’s ranking algorithms
Data Source: Seomoz.org
Reaching the top of Google
Popularity of a page through linksAuthority of a page through:
Age of the domainTop-level domain (.edu & .gov have most authority) Popularity of external ink leading to page
Relevance of a page based on content and metadataLocation of a page based on:
Site architectureGeographic location of the searcher
Reaching the top of Google
Accessible Content
Keyword Research
Link Building
Social
Unique TextInternal linksURL StructureSitemapBot Accessibility
Brainstorm KeywordsPhrase SelectionOn-page Targeting: Titles, Metas, H1s, Anchor Text
Manual RequestsLink CreationContent-based link strategy
User EngagementSocial MediaViral Marketing
A new web presence for North Central
URL Title
Meta Descriptions
Navigation
Current Events
Keywords & Content ???
Links
SERP rankingsBranded Keywords
SERP rankingsNon-branded Keywords
SEO 101
Page architecture + Structure = Simplicity
Relevant Content : True to your goals
SEO is an on-going process
50Data Source: The Nielsen Company
1 in 2 Americans will own a smartphone by the end of 2011
50Data Source: The Nielsen Company
1 in 2 Americans will own a smartphone by the end of 2011
10
20
30
40
50
60
70
80
90
2008 Q2 2008 Q4 2009 Q2 2009 Q4 2010 Q2 2010 Q4 2011 Q1 2011 Q2 2011 Q3
Smartphone Feature Phone
43Photo: Citizen Stock
access internet daily
54Photo: Citizen Stock
download and use apps
67Photo: Citizen Stock
are not open to solicitation
$129,000average cost of mobile development
Why?
Why?“Anyone who’s betting against the web
right now is an idiot.”
Daniel ApplequistCo-chair, WC3 Mobile Web Initiative
Mobile trends and statistics.Global users and usage (in millions).
0
375
750
1125
1500
Population Mobile subscribers Internet users Landline phones
150231270307
4891110127
366298
634
1300
China Japan USA
47% 22% 27%
Source: CIA World Factbook
Mobile trends and statistics.Global users and usage (in millions).
0
375
750
1125
1500
Population Mobile subscribers Internet users Landline phones
150231270307
4891110127
366298
634
1300
China Japan USA
88% 75% 49%
Source: CIA World Factbook
Mobile trends and statistics.% growth of non-voice applications
Take a pic SMS Gaming Email Internet Music IM Video
343033383434
7276
192021252527
6566
April 2009 May 2010
Source: Pew Research
Mobile trends and statistics.% YAYAs (youth & young adult) usage, ages 18-29
0
25
50
75
100
SMS Photo Send photos Internet Email Social Status updates
21
4852
65
83
9395
Source: Pew Research
33%
Mobile trends and statistics.% general usage of non-voice mobile applications
20
40
60
80
100
SMS Take a pic Internet Music Gaming Email Social IM Purchase Status
911
35
23
373736
43
8382
2120
464852
606465
9395
Source: Pew Research
18-29 30-49 50-64 65+
57
19
67
34
18
10
Mobile trends and statistics.% adult internet access from cell phone
Many/day Once/day 3-5 days/wk 1-2 days/wk < weekly
25
13
9
15
3739
15
1012
24
April 2009 September 2009 May 2010
Source: Pew Research
43
12
8 9
27
How do students learn about schools?
798089
Mail Parents/People Email High School School WebsiteGoogle College Fair College Search Site Web Advertising Gen AdvertisingAthletics
77 75
45 4134
61
35
65
Source: E-Expectations, Noel Levitz
Mobile trends and statistics.Experience
25%may remove a school from its consideration due to a bad web experience
Source: E-Expectations, Noel Levitz
Mobile trends and statistics.Experience
92%would consider a bad web experience as an inability to find the information they need
Source: E-Expectations, Noel Levitz
Mobile trends and statistics.Experience
23%searched college sites from their smartphone
Source: E-Expectations, Noel Levitz
Mobile trends and statistics.Top four interactive tasks
0
25
50
75
100
Online Application Campus Visit Form Cost Calculator Course Catalog
6768
77
91
Mobile trends and statistics.USA users and usage (percentage of pop).
23%
41%
35%
Internet usersMobile subscribersLandline phones
“US marketers are right at the edge of a quantum leap. Asia could lose their lead in mobile if North America gets serious.”
Sean Rachdirector of digital media, Prudential Asiachariman of MMA Asia-Pacific
Mobile trends and statistics.Global smartphone market share.
1%2%3%
15%
17%
25%
37%
SymbianAndroidAppleRIMWindowsLinuxOther
Source: Gartner Research
Mobile trends and statistics.Brand loyalty – Android
5%
3%
21%
71%
AndroidiPhoneBlackberryOther
Source: The Neilsen Company (Q 2010)
Mobile trends and statistics.Brand loyalty – iPhone
3%2%
89%
6%
AndroidiPhoneBlackberryOther
Source: The Neilsen Company (Q 2010)
Mobile trends and statistics.Brand loyalty – Blackberry
7%
42%
29%
21%
AndroidiPhoneBlackberryOther
Source: The Neilsen Company (Q 2010)
Shapes, Enhances,Completes,your brandperception.
Best Uses of Mobile Marketing for prospective students.
Find my major or program of interest
Register for a campus visit
Contact admissions – Inquire or Apply
Check my status
Pay my...
Best Uses of Mobile Marketing for alumni relations.
Request a transcript
Find a classmate
Check in with athletics – sport scores, etc.
Register for homecoming
Give a financial gift
Three colleges.Three directions.
College of Charleston
Kettering University
University of Chicago
Kettering University.m.kettering.edu
College of Charlestonm.cofc.edu
University of Chicagouchicago.edu/mobile
.../mobile
What can I do with one of these?
Best practices from the business world.UPS “Problem Solved”
Best practices from the business world.UPS “Problem Solved”
Please visit http://tinyurl.com/2cpskgs to view video
Best practices from the business world.Motorola “Say Goodbye”
Rule 1Start at the beginning.
Why are you doing this?
Awareness?Engagement?Conversion?Because it’s cool?Fear of loss?
Who are you doing it for?
Prospective Students?Current Students?Campus Community?Alumni?
Rule 1Start at the beginning.
How do you want it used?
In five-minute segments?Spend time with it?Campus or academic information?Institutional awareness or promotion?
Rule 1Start at the beginning.
What do you actually want?
Stand-alone App:Device dependent
Self-contained
How will it be distributed?
Faster, better performance
Expensive to produce
Rule 1Start at the beginning.
What do you actually want?
Mobile Web:Easiest to learn
Cheapest to produce
Most standardized
Most available
Easiest to distribute
Rule 1Start at the beginning.
Rule 2Don’t believe everything you read.
Rule 2Don’t believe everything you read.
“The only prevailing wisdom in mobile is that there is no prevailing wisdom.”
Daniel ApplequistCo-chair,WC3 Mobile Web Initiative
Rule 3Don’t begin with the constraints.
It can’t be done
It probably can be done but it’s not worth doing.
I knew it was a good idea all along
Photo: Citizen Stock
Rule 3Don’t begin with the constraints.
Don’t invite this guy to the start-up meetings
Photo: Citizen Stock
Rule 4Focus on context, goals and needs.
Start by defining the context of the user
Uncover their goals
Find their tasks
Rule 5You can’t support everything.
What can you support?
Rule 5Don’t convertit, create it.
Rule 5Don’t convertit, create it.
Task-based navigation.
User-centered content.
Always available.
NOT a presentation of the device’s capabilities.
Rule 7Keep it simple.
More megaphones won’t make your story any better.
PERSON
Your College
Another College
Another CollegeAnother College
Another College
Another College
Your College
Another College
Another CollegeAnother College
Another College
Another College
I’m too fat
I need a jobI miss Tim
iTunes rock
I need an iPhone
Skiing at Seven Springs
My parents
The beachI lost my cell phone
Summer vacation
Survivor party
Ballet recital
Girl’s night out
party on Friday
Online chat
Grove City College
Another College
Another CollegeAnother College
Another College
Another College
I’m too fat
I need a jobI miss Tim
iTunes rock
I need an iPhone
Skiing at Seven Springs
My parents
The beachI lost my cell phone
Summer vacation
Survivor party
Ballet recital
Girl’s night out
party on Friday
Online chat
Levi’s jeans
Weekend trip with Sandi
Gymnastics practice
American Idol
Feed the dog
Chinese food
boys boys boys
SAT scores
Soccer practice
Wings
Keith Urban
Shopping
Study for math
Pizza
Weekend trip with Sandi
Feed the dog
Shopping
My parents
Online chat
Soccer practice
Girl’s night out
Chinese food
Summer vacation
Soccer practice
Levi’s jeans
Summer vacation
Feed the dog
I’m too fat
Girl’s night out
party on Friday
Online chat
Pizza
Gymnastics practice
American Idol Feed the dog
boys boys boys
Girl’s night out
party on Friday
Soccer practice
Girl’s night out
Ballet recital
Soccer practice
I’m too fat
Girl’s night out
Summer vacation
Soccer practice
I lost my cell phone
Summer vacation
The beach
I’m too fat Online chat
Shopping
ShoppingAlicia Keys
Podcasts
Girl’s night out
I miss Tim
Alicia Keys
I need an iPod
Podcastsparty on Friday
boys boys boys
Levi’s jeans
boys boys boys
SAT scores
Shopping
Ballet recital
Girl’s night out
Soccer practice
boys boys boys
Survivor party
I lost my cell phone
Soccer practice
I miss Tim
I’m too fat
PizzaToby Keith
Ballet recital
Toby Keith
Alicia Keys
party on Friday
Podcasts
My parents
Girl’s night out
Study for mathFeed the dog Wings
I miss Tim
I need an iPod
Study for math
My parents
The beach
Survivor party
Girl’s night out
Soccer practice
Chinese food
Soccer practice
Levi’s jeans
Chinese food
Ballet recital
Chinese food
ShoppingAlicia Keys
I miss Tim
Soccer practice
Shopping
party on Friday
Levi’s jeans
Pizza
Weekend trip with Sandi
Gymnastics practice
American Idol
Chinese food
boys boys boys
SAT scores Soccer practice
Keith Urban
IM Katie
IM Micheal
Shopping
I’m too fat
I need a job
iTunes rockSkiing at Seven Springs
Study for math
I lost my cell phone
Summer vacationBallet recital
party on Friday
Online chat
Feed the dog
Girl’s night out Ballet recitalChinese food
boys boys boysI’m too fat
I need an iPod
Girl’s night out
Summer vacation
Survivor party
I lost my cell phone
Ballet recital
Summer vacation
Feed the dog
Soccer practice
I miss Tim
Wings
The beachI’m too fat
Girl’s night out
boys boys boys
Shopping
party on Friday
Online chat
Chinese food
PizzaJack Johnson
Podcasts
Girl’s night out
The beachToby KeithStudy for math
Pizza
I miss Tim
Soccer practice
party on Friday I need an iPod
Podcasts Ballet recitalparty on Friday
Podcasts
Feed the dog
boys boys boysMy parents
Girl’s night outStudy for math
Pizza
I need a job
Shopping
Chinese foodI need an iPod
Alicia Keys
Keith Urban
The beachI’m too fat
Toby Keith
I need a jobPizza
Chinese food
Shopping
I’m too fat
boys boys boys
boys boys boys
boys boys boys
Levi’s jeans
SAT scores
Shopping
iTunes rockSkiing at Seven Springs
Study for math
Summer vacationBallet recital
party on Friday
Girl’s night out Chinese food
boys boys boys
Survivor party
I lost my cell phone
Feed the dog
Soccer practice
I miss Tim
I’m too fat Online chat
Chinese food
Pizza
Podcasts
The beachToby KeithStudy for math
PizzaSoccer practice
party on Friday
Feed the dog
boys boys boysMy parents
Girl’s night outStudy for math
Pizza
I need a job
I need an iPod
Keith Urban
I’m too fat
boys boys boys
boys boys boys
boys boys boys
Levi’s jeansiTunes rock
Skiing at Seven Springs
Study for mathparty on Friday
Girl’s night out Chinese food
Feed the dogI’m too fat Online chat
The beachToby KeithStudy for math
PizzaSoccer practice
Feed the dog
boys boys boysMy parents
Keith Urban
boys boys boys
boys boys boysLevi’s jeans
Levi’s jeans
Pizzaboys boys boys I need a job
iTunes rockStudy for math
party on Friday
Girl’s night out
Summer vacation
Feed the dogI’m too fat Online chatPizza
Soccer practice
Podcasts
boys boys boysMy parents
The beachI’m too fat
Levi’s jeans
Weekend trip with Sandi
American Idol
boys boys boys
Soccer practice
I’m too fat
Ballet recital
I’m too fat
Girl’s night out
Shopping
party on Friday
Jack Johnson
I miss Tim
Podcasts
My parents
Wings
My parents
The beach
Survivor partySoccer practice
Chinese food
Levi’s jeans
Chinese food
Alicia Keys
Soccer practice
Shopping
iTunes rockChinese food
boys boys boys
boys boys boys
Your College
Another College
Another CollegeAnother College
Another College
Another College
I’m too fat
I need a jobI miss Tim
iTunes rock
I need an iPhone
Skiing at Seven Springs
My parents
The beachI lost my cell phone
Summer vacation
Survivor party
Ballet recital
Girl’s night out
party on Friday
Online chat
Levi’s jeans
Weekend trip with Sandi
Gymnastics practice
American Idol
Feed the dog
Chinese food
boys boys boys
SAT scores
Soccer practice
Wings
Keith Urban
Shopping
Study for math
Pizza
Weekend trip with Sandi
Feed the dog
Shopping
My parents
Online chat
Soccer practice
Girl’s night out
Chinese food
Summer vacation
Soccer practice
Levi’s jeans
Summer vacation
Feed the dog
I’m too fat
Girl’s night out
party on Friday
Online chat
Pizza
Gymnastics practice
American Idol Feed the dog
boys boys boys
Girl’s night out
party on Friday
Soccer practice
Girl’s night out
Ballet recital
Soccer practice
I’m too fat
Girl’s night out
Summer vacation
Soccer practice
I lost my cell phone
Summer vacation
The beach
I’m too fat Online chat
Shopping
ShoppingAlicia Keys
Podcasts
Girl’s night out
I miss Tim
Alicia Keys
I need an iPod
Podcastsparty on Friday
boys boys boys
Levi’s jeans
boys boys boys
SAT scores
Shopping
Ballet recital
Girl’s night out
Soccer practice
boys boys boys
Survivor party
I lost my cell phone
Soccer practice
I miss Tim
I’m too fat
PizzaToby Keith
Ballet recital
Toby Keith
Alicia Keys
party on Friday
Podcasts
My parents
Girl’s night out
Study for mathFeed the dog Wings
I miss Tim
I need an iPod
Study for math
My parents
The beach
Survivor party
Girl’s night out
Soccer practice
Chinese food
Soccer practice
Levi’s jeans
Chinese food
Ballet recital
Chinese food
ShoppingAlicia Keys
I miss Tim
Soccer practice
Shopping
party on Friday
Levi’s jeans
Pizza
Weekend trip with Sandi
Gymnastics practice
American Idol
Chinese food
boys boys boys
SAT scores Soccer practice
Keith Urban
IM Katie
IM Micheal
Shopping
I’m too fat
I need a job
iTunes rockSkiing at Seven Springs
Study for math
I lost my cell phone
Summer vacationBallet recital
party on Friday
Online chat
Feed the dog
Girl’s night out Ballet recitalChinese food
boys boys boysI’m too fat
I need an iPod
Girl’s night out
Summer vacation
Survivor party
I lost my cell phone
Ballet recital
Summer vacation
Feed the dog
Soccer practice
I miss Tim
Wings
The beachI’m too fat
Girl’s night out
boys boys boys
Shopping
party on Friday
Online chat
Chinese food
PizzaJack Johnson
Podcasts
Girl’s night out
The beachToby KeithStudy for math
Pizza
I miss Tim
party on Friday I need an iPod
Podcasts Ballet recitalparty on Friday
Podcasts
Feed the dog
Girl’s night outStudy for math
Pizza
I need a job
Shopping
Chinese foodI need an iPod
Alicia Keys
Keith Urban
The beachI’m too fat
Toby Keith
I need a jobPizza
Chinese food
Shopping
I’m too fat
boys boys boys
boys boys boys
boys boys boys
Levi’s jeans
SAT scores
iTunes rockSkiing at Seven Springs
Study for math
Summer vacationBallet recital
party on Friday
Girl’s night out Chinese food
boys boys boys
Survivor party
I lost my cell phone
Feed the dog
Soccer practice
I miss Tim
Online chat
Chinese food
Pizza
Podcasts
The beachToby KeithStudy for math
PizzaSoccer practice
party on Friday
Feed the dog
boys boys boysMy parents
Girl’s night outStudy for math
Pizza
I need a job
I need an iPod
Keith Urban
I’m too fat
boys boys boys
boys boys boys
boys boys boys
iTunes rockSkiing at Seven Springs
Study for math
Girl’s night out Chinese food
Feed the dogI’m too fat Online chat
The beachToby KeithStudy for math
PizzaSoccer practice
Feed the dog
My parents
Keith Urban
boys boys boys
boys boys boysLevi’s jeans
Levi’s jeans
Pizzaboys boys boys I need a job
iTunes rockStudy for math
party on Friday
Girl’s night out
Summer vacation
Feed the dogI’m too fat Online chatPizza
Soccer practice
Podcasts
boys boys boysMy parents
The beachI’m too fat
Levi’s jeans
Weekend trip with Sandi
American Idol
boys boys boys
Soccer practice
I’m too fat
Ballet recital
I’m too fat
Girl’s night out
Shopping
party on Friday
Jack Johnson
I miss Tim
Podcasts
My parents
My parents
The beach
Survivor partySoccer practice
Chinese food
Chinese food
Alicia Keys
Soccer practice
iTunes rockChinese food
boys boys boys
boys boys boys
Authenticity is being who you are.
is doing what you promise.
One person at a time.One voice. One story.
One more thing...
Questions?
Scott [email protected]
Slides 6-15: Reading in a Whole New Way; Smithsonian Magazine, August 2010 ( http://tinyurl.com/262v3jt )
Slide 32 & 34: Seomoz.org ( http://tinyurl.com/mzymlv )
Slides 42-47: The Tao of Mobile Marketing; Marketing News, April 2010*
Slides 50-53: Mobile Access 2010; Pew Research Center, July 2010 ( http://tinyurl.com/2a4gp27 )
Slides 54-57: E-Expectations 2010; Noel Levitz, NRCCUA, OmniUpdate ( http://tinyurl.com/292ldv )
Slide 59: The Tao of Mobile Marketing; Marketing News, April 2010*
Slides 61-63: Next Desired Smartphone OS; The Nielsen Company, 2nd Qtr 2010 ( http://tinyurl.com/2waypu6 )
Slides 85-86: UPS “Problem Solved” Campaign ( http://tinyurl.com/26m82rw )
Slide 87: Motorola “Say Goodbye” Campaign ( http://tinyurl.com/2cpskgs )
Screen shots (slides 64-83 & 88-92) are displayed for discussion only and do not imply work created by Pipitone Group.
*Marketing News is a publication of the American Marketing Association
Source List (when not noted on slide)