What mobile marketing is, how to use it effectively, and what the future holds.

1. Mobile Marketing:
What You Need to
Know Now
Dan Beca
Director of Solutions Design
Damir Saracevic, Director of Digital Marketing
January 19, 2011
© 2011 Catalyst

2. What is mobile marketing?
How do we use mobile effectively?
What does the future hold?

3. What is Mobile Marketing?

4. Mobile marketing is
broadly defined as “the
use of the mobile medium
as a means of marketing
communication “or
“distribution of any kind of
promotional or advertising
messages to customer
through wireless networks”
Wikipedia
4

5. Smart Phones vs. Feature Phones
5

6. What is Mobile Marketing
Mobile Web
6

7. What is Mobile Marketing
SMS
7

8. What is Mobile Marketing?
Codes, codes and more codes
WHAT IS THIS?
Text POLLRIT to 47201
to place your vote!
Results
8

9. What is Mobile Marketing
Apps
9

10. What is Mobile Marketing
Location Awareness
10

11. Who are Mobile Users?
Mobile Technographics Ladder (Forrester)
11

12. 12

13. How do we use mobile effectively?

14. Mobile Services Should Offer Three Core Benefits To Drive Convenience
14

15. Immediacy
Timing & Location
We now have the ability to know when
someone arrives or departs:
Walk into a store, get presented with a coupon
Driving near a location, get sent an offer
GPS is available in most mobile devices
today—take advantage!!!
Don’t make people search for their location, find it for them
15

16. Simplicity
Make it Usable
If you’re developing cross-channel marketing
campaigns, make sure people can actually
use them across channels:
Mobile ads should point to mobile web sites
Email should be readable on mobile devices
Present content to the user that’s applicable to their current
environment:
Location-aware
Device-friendly
16

17. Context
Be Relevant!
Relevancy is huge with mobile
Give users what they’re asking for:
Locations
Directions
Coupons
Media, etc.
When they’re not asking for things, be smart
17

18. Mobile is a Piece of the Pie
Don’t think of mobile marketing as a unique
channel to be used on its own
Use mobile as a part of integrated
campaigns:
Mobile + Social
Mobile + Direct Mail
Mobile + Print Advertisements
18

19. What does the future hold?

20. Geofencing
A geofence is a virtual perimeter
for a geographic area
Examples of geofencing:
iOS 5 reminder capabilities (remind me when I get
somewhere or leave somewhere)
AT&T ShopAlerts—messaging service in densely populated
urban areas like New York and Los Angeles
20

21. Near Field Communication (NFC)
NFC enables two devices to communicate
over very short distances
Things it will replace:
Credit cards
Loyalty cards
Airline tickets
Key fobs
QR codes
21

22. Tablets, Tablets, Tablets…
22

23. Mobile Marketing Growing… Fast
23

24. Marketers Must Wait On Critical Mass Technology Availability
24

25. To learn more about mobile marketing,
contact Damir Saracevic at
dsaracevic@catalystinc.com
or call 800.836.7720

26. Catalyst is a marketing agency that partners
insight with analytics to take the guesswork
out of marketing decisions. We call it
Science+Soul.

27. Follow Us:
Facebook: facebook.com/scienceplussoul
Twitter: twitter.com/scienceplussoul
LinkedIn: www.linkedin.com/company/26721
Thanks!