Mobile marketing aaf northern illinois april 30 2010

Mobile Marketing Primer
The Institute for Mobile Media Research

Turning the Cell Phone
Into the “Sell” Phone
An Introduction
to Mobile Advertising
and Marketing
Presented to:
AAF Northern Illinois
April 30, 2010

Michael Hanley, Associate Professor of Advertising
Director, Institute for Mobile Media Research
Ball State University


Mobile Marketing Today
Definitions:
Mobile is a personal, transactional delivery channel ideally suited to enhance
and leverage the inherent strengths of traditional mass mediums.

Mobile marketing is the use of the mobile medium as a communications and
entertainment channel between a brand and an end-user. It’s the only personal
channel enabling spontaneous, direct, interactive and/or targeted
communications, any time, any place.

•  1997: 297 million mobile subscribers worldwide
•  2010: 4.3 billion subscribers worldwide (60% global penetration)
•  U.S: 286 million subscribers in 2010 (91% penetration)
•  Europe is most mature market with 125% penetration rates, Japan and South
Korea (90%+), United States (84%)
•  U.S. spending on mobile advertising

- $995 MM in 2010
- $3.3 B in 2013
•  89% of major brands planning to market
via mobile phones by 2010
2


Mass Media Platform Evolution
Beginning  To  Now

TV Radio Recordings Comms. Print Cinema Internet

Source: Ahonen (2007) 3


The Mobile Channel
THE WHO’S WHO OF MOBILE
•  Wireless Brands and Agencies

•  Wireless Networks/Mobile Virtual Network Operator
(MVNO)

•  Aggregators

•  Mobile Application Service Provider (mASP)

•  Advertising/Marketing Clients

•  Consumers

LOCATION & TECHNOLOGIES

•  Mobile Technologies Similar Around the World

•  GSM, CDMA, Mobile WiMax, LTE

4


The Mobile Ecosystem

The mobile ecosystem
consists of three distinct
spheres:
1. Products/Services
2. Applications 3.
Connections
5


Who is Doing Mobile Marketing?
AT&T, Coke, Dunkin Donuts, McDonalds, American Express, Chicago
White Sox, Discovery Channel, Jeep (has own MVNO), Google (mobile
search) A&E Network, Vidal Sassoon, USA Today, Pontiac, Microsoft
Office, Dos Equis, Visa, MasterCard (Priceless), eBay, Weather
Channel, Killington Ski Resort, NBC Winter Olympic, Samsung, The
Hockey News, Epicurious.com, Adidas, Nike, San Jose Grand Prix,
Cadillac, ElleGirl, Maxim, Kraft, Sprint, Black Eyed Peas, Gawker…

6


Uses for Mobile Marketing
•  Advertising and Promotions
•  Couponing and ticketing
•  Location-based search (GPS)
•  Response fulfillment
•  Sales promotion support – location-based (GPS)
•  Direct sales (downloadable mobile content)
•  'Interactivity' (voting, polling, competitions, giveaways)
•  Customer service support
•  Generate traffic to brick & mortar retail and Web sites
•  CRM
•  Branding and Product Information
•  Apps
•  Research and data collection
7


Ways to Interact With a Mobile Phone
Numerous ways to interact with the phone:
and Distribute Mobile Content
Image 
Email  Recognition  GPS 
IVR 
MMS  Internet 
The Mobile Initiative
SMS  (Mobile, Mobile Enhanced)
Mobile Web 
Talk to Text 
Talk  Bluetooth 

8


The 5 Foundations of Mobile Marketing
1. Text Messaging (SMS) 2. E-mail and Social Media 3. Mobile Web

4. Device-specific Apps
5. Mobile Advertising

9


Most Common: SMS Text Messages Via CSC
Keyword or Prefix With Short Code Number

Short Code
Types of CSC Content:
“Text BSUWIN
to 92345 to TO: 92345 One Time or Subscription
win a free BSU MESSAGE:
ringtone!” BSUWIN
•  News Feature
Keyword
•  Enterprise Information
Message
from •  Alerts
consumer •  Product Information
•  Sports Scores & Content
•  Entertainment
•  Celebrity Gossip
•  Music/Movie/TV
•  Any other text content

10


Mobile WAP and Internet Access For Mobile
Uses for WAP Browser
WAP Micro
• Display Text Content & Images
Site: Internet
Web page • Distribute Multimedia Content
on mobile • Collect Consumer Profile Info
phones • Display Banner Ads
• Motivate Consumer Interactivity

Mobile Internet
access will soon
overtake computer
access globally.

11


Mobile Advertising – Banners & Rich Media Ads
Types of Rich Media Mobile Ads
Expandable: An interactive format which allows for the
mobile ad unit to expand from the traditional mobile banner
size to a larger size.
Interactive Video Ad Units:
This Interactive Video
Ad Units starts off as
a standard banner size.
Once the user activates
the banner, the ad unit
expands to full page video.
Sound: An ad unit that outputs a sound with or without user
interaction. Note that an ad unit requiring sound input is
considered an Interactive ad unit.
Animated: An ad unit that displays changing graphical
content through the use of technologies including video or
animated file formats (i.e. Flash, Java, GIF, etc…)
Floating: An interactive or non‐interactive ad unit that
anchors to the screen as the user scrolls through the mobile
application or mobile web page.
Source: Mobile Marketing Association
12


Case Study – Domino Pizza
•  Domino's Pizza has rolled out a mobile coupon
program that will serve its franchises nationwide.
•  The pizza delivery franchise has selected
Air2Web to be the sole mobile services provider.
•  Domino’s will use Air2Web’s services to send
coupon codes to opted-in consumers via text
message.
•  Domino's customers can use the coupons when they place orders
online in English and Spanish by visiting http://www.dominos.com
or from a Web-enabled mobile phone at http://mobile.dominos.com
•  Pizza Hut and Papa John's also use mobile. Papa John’s claimed to
have generated $1 million in mobile Web orders in December, less
than six months after enabling the service

Source: Mobilemarketer.com 13


Case Study – Jiffy Lube
•  A Jiffy Lube mobile advertising initiative that
was part of a larger multichannel campaign
achieved a 0.2 percent response rate,
outperforming its Web counterpart.
•  Jiffy Lube in Los Angeles launched the geotargeted
mobile ad campaign offering coupons for oil changes.
Twenty-eight percent of respondents texted in their
ZIP code for a list of oil-change stores closest to
them. More than 200 coupons were redeemed at Los
Angeles stores, which equates to about 10 percent of
original respondents.
•  The strategy was to reach the 18-24-year-old demographic group
by advertising on text messages being sent to existing mobile
content subscribers. The goal was to evaluate the mobile channel,
and gauge the interest of the audience in engaging with the brand
over a mobile device. 4INFO of San Francisco handled the
campaign.


Case Study – Location-Based Services
•  Sonic, American Eagle and REI make SMS
more effective through location-targeting
•  Quick-serve restaurant chain Sonic, clothing
and accessories retailer American Eagle
Outfitters and outdoor recreation gear and
sporting goods giant REI have all launched
location-based mobile marketing initiatives to
drive consumers into physical stores.
•  Placecast’s ShopAlerts delivers location-
triggered mobile messages when shoppers
enter geo-fences that can be created around
virtually any area.
•  1020 Inc. is the developer and owner of
Placecast, a location-based platform designed
to use digital marketing on mobile to drive
consumers into physical environments.



Case Study – Ace Hardware

•  Idle screen mobile campaign
generated an 18% click-through
rate and has helped the retailer
drive in-store traffic.
•  The company used Mobile Posse’s
idle screen advertising platform to
promote popular home maintenance
products to mobile consumers.
•  The Memorial Day campaign consisted of two ads
and a seven-day sponsorship of weather forecasts.
Consumers were invited to visit their local Ace
Hardware to take advantage of great deals.


Case Study – Chevrolet Dealer
•  Fox Chevrolet in Timonium, MD
sold 34 cars in one day through a
mobile marketing program meant to
drive consumers onto the dealer’s lot.
•  The campaign, powered by HipCricket, bought time
on Baltimore’s 98 Rock radio station. Fox Chevrolet
ran 10- and 15-second promos encouraging people
to text-in to enter to win the chance at a $98 car.
•  In total, nearly 500 listeners texted the keyword FOX
to the station’s short code, with nearly 300 attending
a special day-long event that resulted in the sale of
17 new cars and 17 used cars, in addition to the two
$98 used cars that were awarded.


Case Study – Golf Digest
•  Golf Digest is using Microsoft Tags within its
editorial products to bring content to readers.
•  Microsoft Tags are 2D bar codes that bring
content to a consumer’s mobile phone after
they download the application from
http://gettag.mobi and send in a photo of a QR
code.
•  The quick-response 2D bar codes have been
placed in 11 spots throughout the November
issue of the publication. After downloading an
application, readers can snap a picture of the
bar codes with their smartphones to receive
tips from senior editors at the magazine and
professional golfers.
•  43 percent of Golf Digest subscribers have a
smartphone, and 92 percent of that group use
their phone to access the Internet.


Case Study – Fanta Stealth Sound System
•  The campaign is based around the fact that as
people get older, they lose the ability to hear
very high pitched sounds. These high frequency
ranges can be heard by teens, but not by adults
•  The Fanta campaign used this to allow teens to
communicate without adults listening in.
•  The Fanta Stealth Sound System is a mobile app that plays a
series of sounds that only teens can hear. They
pick the sound out of a pre-set menu that all
have pre-defined meanings. This way teens can
communicate without anyone else hearing.



Case Study - Apps
Kraft – iFood Assistant
•  Recipes created with Kraft
products as well as by Kraft
-  Over 10,000 downloads
•  Only 99c
•  One of the top 100 most
popular paid apps
•  What is Kraft doing right?
-  Providing something useful
that they can access at any
time.
-  Use ingredients list at grocery
store.
-  “Recipe of the Day”



Case Study – Advertising Apps
Hardees
•  People who download iBurger
can tap on the iPhone's screen
to open a Hardee's box with a
burger photo. They can take
"bites" out of the burger by Hardee’s
iBurger ad
making lipsmacking sounds into app
their device's microphone.
•  Target: Men 18-34
•  Cost: $12,000 for app
Burger King
•  Valentine’s Day ad and game Burger King
ad game
app. Tap screen to burst heart- app. Tap
shaped bubbles. screen to
•  Success? 14% interaction. burst bubble.



Case Study – Brand Advertising Apps



Future Mobile Marketing Trends
•  Higher-quality, consumer-driven content will move the mobile forward.

- Mobile Publishing - Music - Movie/video viewing

•  Brands will be able to “own” their
mobile experience

24


The Smartphone Revolution
We Talk
We Hope We Text

We Save Lives We E-mail

We Save $ We Browse
BrandX Mobile Club
Go to any BrandX retail
We Publish store Saturday June 11th
We Read
and give cashier the
password “BrandX
We Imagine Rules!” for 15% off any We Shoot
purchase!
Visit Brandx at
We Socialize www.brandx.com for We Watch
more great offers.

We Play z We Hear

We Bank We App

We Sell We Learn

We Buy We Search
We Find 25


Future Mobile Marketing Trends
•  3G/4G penetration growth will bring mobile TV
and expand GPS location-based search into play.

•  New devices will create new delivery channels – iPad

•  Mobile banking and commerce will drive retail sector

•  Privacy will become an issue – Foursquare, Gowalla

•  Bridging the gap between the connected world and
physical world will create more relevancy.
- Location-based services
- 2D and QR Codes. Visual alternative to data-entry, navigation, Web
browsing and SMS requests
26


Future Mobile Marketing Trends – 2D/QR
How 2D Code Recognition Works How QR Works

AAF Northern Illinois

Step 1: Step 2: Step 3: Steps 1-3:
Shoot an image with Device connects to User navigates Same as 2D except
the phone’s camera server, returns customized actions QR code is used to
and send to site coded instructions or information retrieve information
and implements

27


How Do You Get Started?
Two approaches: Do it yourself or thru an agency.

28


Mobile Marketing Resources

Mobile Marketing Association
http://www.mmaglobal.com/

Mobile Marketer
http://www.mobilemarketer.com

Mobile Marketing Watch
http://www.mobilemarketingwatch.com/

Moco News
http://www.moconews.net

29

Mobile marketing aaf northern illinois april 30 2010

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