Driving Sales, Engagement, and Loyalty Through Mobile Marketing

Driving
Sales,
Engagement,
and

Loyalty
Through
Mobile
Marke;ng
Jeﬀ
Hasen,
Mobiviy
Michael
Becker,
Somo

Your
Instructors
• Jeﬀ
Hasen,
Chief
Marke;ng
Oﬃcer,
Mobivity,

and
Author
– @je.asen

• Michael
Becker,
Market
Development
&

Strategic
Advisor,
North
America,
SOMO,
and

Author
– @mobiledirect
2

Our
Road
Ahead
• Part
1:
Mobile:
No
Longer
A
Nice-‐To-‐Have
In
Your

Marke;ng
Mix
• Part
2:
Going
Beyond
The
Shiny
Objects:
A

Ver;cal
Market
Cross-‐Sec;on
of
What
Works
and

Does
Not
Work
• Part
3:
GeVng
It
Done:
A
How-‐To
Map
to
Mobile

Marke;ng
Success

PART
1
Mobile:
No
Longer
A
Nice-‐To-‐Have
In
Your

Marke;ng
Mix

4

Why
Mobile
–
high-‐level
overview

of
opportunity

5

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
;me
• Belief
that
safe
won’t
get

you
ﬁred
• Silos
• Management
enthralled

with
shiny
objects

Life
of
a
Mobile
Subscriber
• Connected
24/7
• Researching,

interac;ng,
shopping

with
device
• Expec;ng
brands
to

meet
them
on
mobile

The
Technology
Divide
Is
Shrinking
• Nearly
40
percent
of

55-‐64
year
olds
have

a
smartphone
(Pew)
• Number
of
seniors

on
Web
has

increased
average
of

16%
each
year
for

last
decade
(Nielsen)

The
Two
Need
To
Meet
• Complementary
needs

It’s
Why
I
Wrote
Mobilized
MarkeOng
• 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”

ohen
feed
the
hungry

salespeople
• What
works
in
one

region
won’t

necessarily
work
in

another

Key
Findings
• Mobile
bridges

distance
and

genera;on
• Marketers
can’t

aﬀord
to
wait
un;l

everything
in
mobile

is
perfect

Key
Findings
• If
you
aren’t
going
to

do
mobile,
can
you

say
the
same
about

your
compe;tor?

The
Passive
Has
Become
InteracOve
• Interact
to
sell
more
• Give
consumers

choice

“You
Can’t
Move
A
Mall”
• Shoppers

increasingly
choose

on
ameni;es
like

clean
bathrooms,

WiFi,
and

interac;vity
via

mobile

34
Cars
Sold
In
One
Day
• Combina;on
of

tradi;onal
media

and
mobile
• Dollars
worked

harder

Advice
From
Marketers
• Find
the
;me
• Be
brave
• Give
your
target
choice

Advice
From
Marketers
• Don’t
bet
it
all
• Don’t
forget
feature
phone
users
• Don’t
put
mobile
on
an
island

Consumer
Behavior
and
Interest
An
Evolu;onary
Trend
Not
to
be
Ignored

26

Understanding
Change
Banking

Credit

Insurance

Computers

Watch
Internet
Camera
Mobile

Telecoms

Mapping
Advertising
Print

Music
Broadcast

Theory by Tomi T Ahonen 2002-2013

Social Media

Gaming

7,094,284,785
People
Source:

hlp://www.census.gov/popula;on/interna;onal/data/idb/worldpopinfo.php,

June
2013

2

And
we’re
increasingly
connected

3,250,000,000
Unique
Mobile
Users

(7.4B
mobile
connecTons,
12.5b
connected
devices,

50b
connected
to
the
Internet)
Source:

hlps://gsmaintelligence.com/,
Cisco
2013

3

Mobile
Malers
The U.S. Consumer
88.8%
own
a
mobile
device
20%
of
their
media
Tme
spent
in
mobile
60%
own
a
smartphone,
and:
Search:
95%
have
searched
for
local
info
Shop:
84%
use
phones
in
a
physical
store
Spend:
Mobile
inﬂuences
17~21%
of
all
U.S.
retail

commerce

Source: Prosper Insights, 2013, Deloitte,2 012)

30

We’re
never
far
away

31

By
2020
13,311,666,640,184,600

devices
connected
to
the
Internet)
Source:
Cisco
2013

33

MOBILE
HAS
CAUSED
AND
ENABLED
AN

IRREVOCABLE
CHANGE
IN
CONSUMER
BEHAVIOR
There is a seismic change in
consumer behavior that is
linked to technology such as
social and mobile platforms.”

Howard Schultz, Starbucks CEO
Jan 2013, NRF Convention & Expo

4

This
is
really
happening

36

Media
consumpTon
has

Source:
Navigating the new multi-screen world: Insights show how consumers use different devices together - Google Mobile Ads Blog. (n.d.).
Retrieved September 19, 2012, from http://googlemobileads.blogspot.mx/2012/08/navigating-new-multi-screen-world.html?utm_source=Blog
+subscribers&utm_campaign=f9f8a74760-RSS_EMAIL_CAMPAIGN&utm_medium=email
14

Nature
of
Media
Has
Evolved

38

Text
Message
STll
Signiﬁcant

39

Email
has
Evolved

Source:
Return
Path,
2012

41

Source:
hbp://blogs.denverpost.com/opinion/2013/08/09/cartoons-‐of-‐the-‐day-‐back-‐to-‐school/41207/
42

TIme
of
Day
Malers

Source: Google,
2012;

comScore: Share of Browser-Based Page Trafﬁc by Hour for Computer, Smartphone and
Tablet Platforms. comScore Device Essentials, U.S., Monday, Jan. 21, 2013

43

Social
Media
&
Neworking
U.S. consumer spends an average of 2 hours and 38 minutes per day on smartphones and tablets. 80% of
that time (2 hours and 7 minutes), 24% in Facebook & social networking

Source:
h*p://blog.ﬂurry.com/bid/95723/Flurry-‐Five-‐Year-‐Report-‐It-‐s-‐an-‐App-‐World-‐The-‐Web-‐Just-‐Lives-‐in-‐It

45

Search
Has

19

Source: Google (2013). “How
Mobile
Is
Transforming
the
Shopping
Experience
in
Stores”

4
million
mobile
transacKon/per
week
10%
of
U.S.
Revenues

Source:
Noah
Elkin
and
Rachel
Pasqua,
2013,
Mobile
Commerce
Daily,
2013

Shopping
has
Evolved

48

Mobile
User
Various
Throughout
the
Path-‐to-‐Purchase

17%

21%
37%

5%
14%

8%
11%
64%
44%

Gas/Convenience

Banking
&
Finance
At
the
Start
All
the
Way
Through

23%

11%

9%

16%

17%

52%

51%

Retail

Insurance

In
the
Middle

At
the
End

Source:
Nielsen

and
xAd,
2013
Ques;ons
used:
CQ39A/B/C/D:
When
visi;ng
the
<CATEGORY>,
at
what
part
of
the

research
process
did
you
use
your
<DEVICE>?

But
what
does
this
all
mean?

13

Mobile
Impacts
Sales
“Those
that
have
our
app
make
twice
as
many
trips
to

the
store
and
are
spending
40%
more.
“
Wanda
Young,
Vice
President,
Media
and
Digital
MarkeTng,

Walmart
MMA
SM2,
September
2103

51

Not
just
consumer
change

It’s wave of change that has potential to invigorate business of all types and all sizes.

Source:
Noah
Elkin
and
Rachel
Pasqua

PayPal
Beacon
• Any
store

running
Point-‐
of-‐Sale
systems

compa;ble
with

PayPal,

including

53

If
an
eight-‐year
old
can
do
it

54

If
an
eight-‐year
old
can
do
it

55

Mobile’s
ImpacTng
Every
Industry
Banking

60%

Credit

Insurance

Computers

60%

60%

Watch

Internet

Camera
Mobile

90%

Telecoms

85%

Mapping

Advertising
Print

Music
Broadcast

The aggregate value of all
these industries in 2012:
6 Trillion dollars

Social Media

50%

Theory by Tomi T Ahonen 2002-2013

Gaming

35%

35%

•
•
•
•
•

Some
Nuances

Ethnicity
Loca;on/Geography
Time
and
loca;on
of
engagement
Device
ownership
Transparency

57

Consumers
Use
MulTple
Devices

58

Demo
(Age,
Income...)
Malers

Source:
Business
Insider
2013

59

Ethnicity
Mabers

Lopez, Mark Hugo, Gonzalez-Barrera, Ana, & Patten, Eileen. (2013). Closing the Digital Divide: Latinos and Technology
Adoption | Pew Hispanic Center. Online: PewResearch Hispanic Trends Project. Retrieved from http://
www.pewhispanic.org/2013/03/07/closing-the-digital-divide-latinos-and-technology-adoption/

60

Device
Malers

Source: Mobile Path to Purchase. (2013). Retrieved September 2,
2013, from http://www.mobilepathtopurchase.com/
61

Local
Malers
40%~43%
of
consumers
prefer
loca;on

relevant
in-‐app
mobile
ads

Source: Experian, 2013; Forrester, 2012

62

Consumers
worry
about
their
data

63

SimilariTes,
Diﬀerences
In
Device

Types

64

The
QuesOons
We’ll
Tackle
• What
are
the
best
use
cases
involving
feature

phones?
• What
about
smartphones?
• Do
you
need
both
a
tablet
and
smartphone

strategy?
• What
the
heck
is
a
phablet
and
should
you
care?

The
QuesOons
We’ll
Tackle
• Does
one
device
more
than
another
lead
to
sales?
• What
is
responsive
design
and
is
it
the
answer
for

you?
• What
are
some
of
the
best
pracTces
for
marrying

each
device
type
with
other
markeTng

components?

Best
Use
Cases
Involving
Feature
Phones
• The
forgolen
bunch

could
be
valuable
to

you
• Inclusive
programs

never
ignore
the

more
than
100

million
who
carry
less

sophis;cated
devices

Coca
Cola
Moves
To
Mobile

• 70
percent
of
Coke’s

mobile
dollars
are

spent
on
proven

channels
• The
Olympics
are
all

about
inclusiveness

The
Program’s
Elements
• Music,
sports
and

mobile
• SMS
provided
alerts,

links,
a
way
to
engage
• 13-‐17
year
olds
were

the
most
ac;ve
–
a

gold
medal

performance
for
Coca

Cola

Is
A
Feature
Phone
Program
Right
For
You?
• Depends
on
your

target
audience
• Does
it
ﬁt
in
with

your
brand?

Best
Use
Cases
Involving
Smartphones
• More
than
half
now

carry
sophis;cated

devices
• Experiences
and

expecta;ons
have

reached
new
heights

“True
Blood”
Takes
Over
Screen
• Immersive,
break-‐through
execu;on
got

no;ced
and
discussed
• Viewership
went
way
up

Should
You
Market
Via
Smartphones?
• Depends
on
whether

your
audience
carries

them
• Does
it
ﬁt
in
with

your
brand?

Do
You
Need
Phone
Strategy,
Tablet
Strategy
or
Both?

• Factors
include

target’s
device
usage,

poten;al
for
overlap,

dollar
available

Macy’s
Buys
Into
Employing
Both
• Eﬀorts
account
for

diﬀerent
users,
day

parts,
behaviors
• Retailer
is
all
about

choice
for
customers

Is
Using
Tablets
and
Phones
Right

• One
size
does
not
ﬁt

all
• Depends
on
many

factors,
including

where
target

audience
spends
its

;me

What’s
A
Phablet
&
Should
You

• Devices
with
screen

between
5
and
7

inches
• Users
consume

content,
but
also

create
it

Phabet
Use
Cases
• Those
who
market

with
lots
of
text
in

ads
• Others
who
seek

heavier
interac;on

with
content
than

what
a
smartphone

can
provide

Are
Devices
Equal
In
Pushing
Sales?
• Simply,
the
answer
is

no
• Feature
phones
are

the
least
eﬀec;ve,

tablets
are
the
most

eﬀec;ve

Analyzing
Shopper
Behaviors
• Users
spend
more

;me
with
tablets
–

and
spend
more

money
• Larger
screen
gives

consumers
more
of
a

view
before
they
buy

Factors
To
Consider
• Your
customers
and

prospects
must
use

tablets
for
the
choice

to
make
sense
• Can
you
deliver
on

the
expecta;ons
that

come
from
tablet

owners?

Is
Responsive
Design
Clear
Answer?
• Idea
is
to
provide
an

op;mal
web
viewing

experience
• In
the
best
of
cases,

one
builds
once
and

deploys
over
all
web

experiences

Best
PracOces
In
Marrying
Mobile

• Mobile
doesn’t
sit
on

an
island
• Successful
programs

leverage
dollars

already
being
spent

How
To
Pull
It
Oﬀ
• Mobile
gets
a
seat
at

the
concep;on
phase
• Consider
mobile

adver;sing
as
an

igniter

IntegraTng
mobile
in
markeTng

mix

85

MISR
image
of
the
Central
Amazon

Mobile
Is
The
Heart
of
Evolu;onary
Change

Messaging
Browsing
Downloading
Calling

Digital
markeOng

TradiOonal
markeOng

(AdverKsing,
LocaKon,
Commerce,
Cloud,
Data)
Mobile is pulling these forces of marketing together

Mobiles…enabling
a
vast
range
of

Source:
ABInBev
(2013).
“The
Power
of
Mobile
InnovaKon
for
Brands”

34

The
mobile
media
paths…consider

Apps

We

Search

Social media

Emai
l

b

Personal
How can we
tailor the experience
to you?

The
Home
Depot
Approach

Adaptive
How can we tailor the
experience to where you
are and what you need?

Valuable
How can we
add value to your
experience?

Adv
e

rtis
ing

It
is
About
Engagement:
Two
Sides
Mobile Advertising

Marketer Initiated

Engagement
(Contextual)

Mobile-enabled
Traditional Media
Indirect Engagement

Consumer Initiated

Direct Engagement
90

Index
of
Mobile
MarkeTng
Services
•

Mobile
Adver;sing

–
–

Display

–

Search

–

Rich
Media

–
•

Text

Video/Interac;ve
Video

Mobile
Presence
–
–

•

Mobile
Web
(tradi;onal/responsive)
Mobile
App

Mobile
Messaging
–

Text

–

Mul;media

–

Email

–

Push
(in
app)

–

Bluecas;ng

Mobile
Payments
Proximity
Payments
Mobile
Commerce
Scanning/Viewing
Response
Codes
Augmented
Reality
Nearﬁeld
CommunicaKons
RFID
Tagging
Enhancements
LocaKon
Data
Loyalty
Social
Augmented
reality
CRM
Content

AnalyKcs
&
measurement

91

High-‐level
Warning

92

“Your
Free
Mobile
SEO
Trial
is
Over”

“…we
plan
to
roll
out
several

ranking
changes
in
the
near
future

that
address
sites
that
are

misconﬁgured
for
smartphone

users.”

Fortune
100
Mobile
Recap

94%
Face
Mobile
Ranking
Risks

Elias St. Elmo Lewis

1889

Elias
St.
Elmo
Lewis
March
23,
1872–March
18,
1948

27

So Toys ‘R Us developed a strategy
Delivery of a SEAMLESS Shopping Experience Across All Fulfillment Channels
that Maximizes the VALUE of EVERY Customer Interaction
“Order from Anywhere, Fulfill from Anywhere”

Omnichannel

Source:
Milton
(2012).
“Before
Omnichannel
retailing,
Toys

‘R
Us
was
like
many
other
companies…”
MMA
Forum
New

York.
Mobile
Marke;ng
Assoca;on.

The
Funnel
Has
Evolved
Mobile
Marke;ng

[ { } ]
Upper
Funnel

Awareness

Lower
Funnel

Preference

ConsideraKon

Loyalty

TransacKon

Social/
Advocacy

Support

Mobile
Commerce
Window

One
to
Many

(the
Marketer)

One
to
Many
(The
Consumer)

One
to
One
(marketer
&
consumer)

28

Starbucks
customer

DIGITAL
TOUCHPOINTS

Opt-‐in

Augmented
reality

App
promo

mobile

adverOsing

QR
codes
ENGAGEMENT

AWARENESS
tradiOonal
adverOsing
acOvaOon

Print
OFFLINE
TOUCHPOINTS

Social
integraKon

Mobile
Coupons

sponsorship
acOvaOon

consumer
promoOon
acOvaOon

Signage

Mobile
wallet
TRANSACTION

mobile
incenOves
&

coupons

In-‐store

LOYALTY

in-‐store
mobile

markeOng

mobile
database
markeOng

VIP/rewards
program

Rewards
Source:
Vibes,
2012
102

Recommended
opTmized
share

While the average optimized mix in mobile is 7%, that ﬁgure
likely is lower for low involvement brands and higher purchase
funnel (LIHP), but higher for high involvement brands and
lower purchase funnel (HILP)

Mobile
ad
units
included:
Ads
in
Mobile
Web
(Display
Ads),
Ads
in

Apps,
Mobile
Video
Ads,
Mobile
Games
Ads,
Mobile
Social,
Tablets

The
Dollars
Are
Following
the
Consumer
By 2017 mobile will account for 16% for all U.S. Ad Spending,
over 50% of digital ad spending

105

Dollars
Going
Local
• 91%
of
Brand

Execu;ves
plan
to

increase
their

investments
in

loca;on-‐based

marke;ng
campaigns

in
2013.

107

SEARCH
DOMINATES
AS
OTHER

FORMATS
GROW

Source:
BIA
Kelsey,
2013

108

Spending
Type
Varies
by
Medium

&
Region

109

Case
study:
Roaming
geo-‐fence
OBJECTIVE

Drops

Increase
purchases
of
Halls
Cough

SOLUTION

Geo-‐fence
pharmacy
and
retail
locaKons
in

“high
ﬂu
index”
areas
using
a
CDC
data
feed.
(A/B
test

included
naKonal
and
localized
Roaming
geo-‐fence

campaigns)

RESULTS

62.5%

3.5%

Higher
CTR
in
campaign

using
a
roaming
geo-‐fence
Lik
in
purchase
intent

110

Feature Icons are
highlighted with a
Description once you
tap
on it.
You can drag and
drop
Feature Icons into the
Saved Features Bar
at the bottom.
Timer appears at top
of
Frame once game
starts.

4
18

5
Somo Copyright & Confidential

6

You can swipe or tap
on the white arrow
buttons in
mid-frame to enter the
next
room.

7
19

8

9

10
20

11

AUDI A3

INNOVATIVE INTERACTIVE MEDIA

§

OBJECTIVE – engage users in the new A3 interior and
convert users to test drive

§

Interactive media ad to allow users to experience
every inch of the A3 interior

§

High levels of engagement and conversion:
§

Engagements: 15,054

§

Test Drives: 1,136

§

7.5% conversion to test drive

116

Rich
Media

h*ps://dl.dropboxusercontent.com/u/23192908/NaKonalUniv/Week2/97811923.mp4
117

NaTve
AdverTsing

Source:
Sharethrough
(2013)

119

Mobile
Throughout
the
Journey

120

Text
Ads

For
more
Info
contact:
Chris
Wayman
at
Merkle
(cwayman@merkleinc.com)

121

FunMobility's
Mobile
Coupons

122

SMS
Traffic
GeneraTon
Business:
3
Dairy
Queen
restaurants.
Challenge:
Boost
store
traffic

Idea:

Leverage
“NaKonal
Cheeseburger
Day”,

September
18,
send
text
to
1,482
subscribers
in

loyalty
database
“It’s National Cheeseburger Day! Sink
Your Teeth into .99 Cent
Cheeseburgers @ Dairy Queen
{STORE LOCATION} until 8pm
Tonight/No Limit/Show Text –
FWD-2-Friends!”

Result:

24
Hours,
one
store
saw
483%
inc.
in
traffic,

106
add’l
customers.

Source: Lawrence, Rebecca. (10/72013). Mobile marketing Dairy Queen SMS
campaign - Mobile Commerce Press | Mobile Commerce Press. Mobile Commerce
Press, p. Featured News. Online.

123

Samsung
Poster

h*p://www.youtube.com/watch?v=vjq5GNiIBDY

124

Guinness
Hidden
QR

• Guinness
introduced
promoTonal
glasses
with
hidden
QR

codes.
The
QR
codes
would
not
be
visible
unTl
beer
is
poured

into

the
glass,
then
the
QR
codes
would
appear
• The
QR
codes
led
to
various
Guinness

mobile
websites,
promoTons,
games

and
info
about
the
beer
• If
other
beer
(more
yellow
in
color)
used
in
same
glass,
the
QR
code
won't
show
• Ad
concept
by
BBDO
New
York
• Source:
Ads
of
the
World
30
April
2012

Bring
the
product
to
the
customer

127

Bos
Icetea
Sampling
through
Tweet

128

US:
Shazaming
TV
Commercials
•

•
•

•
•
•
•

Featured
music
–
Shazam
has
leveraged
its

rich
music
history
and
its
20+
million
track

database
to
idenTfy
the
music
featured
in

whatever
people
are
watching
Cast
informaTon
–
the
app
will
list
the
cast

featured
in
the
program,
guest
stars,
as
well
as

other
shows
they’ve
been
in
Trivia
–
fans
can
learn
more
about
their

favorite
program
and
even
read
about
the

occasional
goofs
with
the
trivia
feature
in
the

app
Celebrity
buzz
–
gives
fans
all
the
latest
gossip

about
the
show
and
the
stars
in
it
Social
sharing
–
live
Twiber
feeds
as
well
as

commenTng
in
the
app
makes
it
fun
to
talk

with
your
friends
about
what
you’re
watching
More
informaTon
–
convenient
links
to
show-‐
related
informaTon
at
IMDB,
Wikipedia,
and

the
oﬃcial
site
for
the
show.

129

AXE
Call
Me
-‐
Singapore

h*p://www.youtube.com/watch?v=a2sFeESB5ZY

AXE direct response
760 million interactions from 35 million users
300% increase in Axe sales
130

Triggering
Engagement
with
**

ß

131

Make
is
Locally
Relevant

132

Every
Surface
Opp.
for
Ad

h*p://www.youtube.com/watch?v=HAQh-‐_nFH-‐s

133

Hyper-‐local
Engagement/Oﬀers
BLE
4.0

Source:
hbp://www.swirl.com/plazorm.html

134

Taking
The
Store
to
Consumers

The future of mobile is here.

Consider
the
story
and
point

engagement

Amazon Launches Mayday For Its New Kindle Fire Tablets

136

Making
a
diﬀerence

hbp://www.youtube.com/watch?v=VS3ThxPrlVo

137

Mobile
Every
surface
is
media
Every
surface
“can
be”
interac;ve
Every
moment
is
a
;me
to
exchange
value

138

PART
2
Going
Beyond
The
Shiny
Objects:
A
Ver;cal

Market
Cross-‐Sec;on
of
What
Works
and
Does

139

Products
and
Services

140

Group Discussion

Where do you ﬁt in
the ecosystem?

MKT 652 Advanced
Mobile Marketing Strategies
Michael.Becker@natuniv.edu

Index
of
Mobile
MarkeTng
Building

Blocks

•

Mobile
Adver;sing

–
–

Display

–

Search

–

Rich
Media

–
•

Text

Video/Interac;ve
Video

Mobile
Presence
–
–

•

Mobile
Web
Mobile
App

Mobile
Messaging
–

Text

–

Mul;media

–

Email

–

Push
(in
app)

–

Bluecas;ng

Mobile
Payments
Proximity
Payments
Mobile
Commerce
Scanning/Viewing
Response
Codes
Augmented
Reality
Nearﬁeld
CommunicaKons
RFID
Tagging
Enhancements
LocaKon
Data
Loyalty
Social
Augmented
reality
CRM
Content

AnalyKcs
&
measurement

142

The
Big
Secret
• View
from
the
consumer’s
prospec;ve
(Health,
Death,
Work,
Money,
Tax,
Sex,

Religion)
• In
many
countries
mobile
is
a
fundamental

tool
for
life

143

Health

Product
ValidaKon
(17
African
Countries)

Health

Death

Work

Money

Tax

Source: 2012, http://mobihealthnews.com/18348/sproxil-deal-offers-free-mobile-drug-authenticationin-17-african-countries/

Sex

Religion

Health
75%
use
phone

on
toilet
(24%
make
calls)

Health

Death

Work

Money

Tax

Source: http://www.digitalspy.co.uk/fun/news/a464219/75-percent-of-people-use-their-phone-onthe-toilet.html

Sex

Religion

145

Living
Headstones

Health

Death

Work

Money

Source: http://www.prepaidinsurance.co.za/

Tax

Sex

Religion

20% of UPS hires apply via
a mobile device
30% of LinkedIn Job vies
from mobile

Health

Death

Work

Money

hlp://blog.resumebear.com/mobile-‐recrui;ng/mobile-‐recruitment-‐trends/

Tax

Sex

Religion

15
million
bank
accounts
in

6
years

Health

Death

Work

Source:
hlp://www.bdlive.co.za/africa/africanbusiness/2013/04/29/m-‐pesa-‐
phenomenon-‐taken-‐a-‐step-‐further

Money

Tax

Sex

Religion

File
your
taxes

(Norway,
via
SMS
since
2004)

Health

Death

Work

Money

Tax

Sex

Religion

Health

Death

Source: 2013 Mobile Consumer Habits study

Work

Money

Tax

Sex

Religion

Health

Death

Work

Source: 2008 http://www.condomcondom.org/

Money

Tax

Sex

Religion

Confession

Health

Death

Work

Money

Tax

Sex

Religion

Emerging
Technologies

154

Myriad
of
Devices
• Feature
Phones
• STll
the
standard
in

many
developing

countries

• Smartphones
• Outpacing
in

adopTon

More
Tablets
and
Connected

Mobile
Wallet
• Money
be

gone
by

Tuesday?

Payment
Devices
• Text
here

Mobile
Wallet
Ecosystem
•
Mobile
devices
at

POS
•
Coupons
•
Loyalty

•
Signature
•
AuthenTcaTon
•
Access
control.

Physical
or
digital

mCommerce

mPayment
•
Proximity

Payment
/
NFC
•
Remote
Payment

mIden*ty

mBanking
•
Bill
Payment
• Cash
In/Out
•
Content
related

informaTon
•
Account
informaTon

Augmented
Reality
• A
camera
enhanced
view
where
Data/
Informa;on
is
layered
on
top
of
the
real

physical
world/physical
objects
providing
rich

informa;on,
context,
entertainment,

promo;ons,
oﬀers...
Anything.

Augmented
Reality:
How
It
Works

ENGINE
This
is
the
sohware
which

drives
the
experience
and

can
be
deployed
online
or

on
a
local
computer
(as
in

the
case
of
events
or
in-‐
store
displays).

CAMERA
The
camera
is
used
to

capture
the
user’s
world

and
determine
the

placement
of
the
anima;on.

The
camera
can
be
a
web

cam,
a
video
camera,
or
a

mobile
phone
camera.

DISPLAY
The
magic
of
AR
happens

only
when
it
has

somewhere
to
be
displayed.

It
is
the
combina;on
of
the

AR
anima;on
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

TRIGGER
In
most
cases
(but
not
all)

the
trigger
is
held
in
front
of

the
camera,
which
then

recognizes
the
image
and

launches
the
AR
anima;on,

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
recogni;on),
to
a

magazine
ad,
to
even

shapes
and
GPS

coordinates.

Smartwatches
• Dick
Tracy
wore
one

in
the
1940s
• For
some,

complementary
to

other
wireless
tech

More
Connected
Devices
• Refrigerators
• Thermostats

Source:
hbp://www.unikey.com
(May
2013)
167

Science
of
Pouring
a
Drink

168

Some
sensors
will
be
external

abachments
…
iBGStar

combines
a

glucometer
and

an
iPhone
app
to

provide
health

services
for

diabetes

management

iBreath

Breathalyzer
(ethanol

sensor)

Source:
AMFitzgerald
&
Associates
Source:
Adapted
from
“Going
on
the
Oﬀensive
Against
Showrooming:

Leveraging
Mobile
to
Drive
Store
Analy;cs,
Traﬃc,
Engagement
and

.

Commerce.”
Mobile
Marke;ng
Assoca;on.

June
2012

170

Others
will
transmit
informaTon

wirelessly

CardioMEMS:
Aneurysm
Pressure
Sensor

Sensimed
Triggerfish
IOP
monitor

Aorta
stent
grak

monitoring,
FDA-‐
approved

Source:
AM
Fitzgerald
Associates
Source:
CardioMEMS;
www.cardiomems.com

Source:
www.sensimed.com
Source:
Adapted
from
“Going
on
the
Offensive
Against
Showrooming:

Leveraging
Mobile
to
Drive
Store
Analy;cs,
Traffic,
Engagement
and

.

Commerce.”
Mobile
Marke;ng
Assoca;on.

June
2012

171

Connect
with
Present:
Digital

Taboos

Source:
hbp://www.slashgear.com/whats-‐inside-‐motorolas-‐digital-‐taboo-‐31284412/

173

Best
PracTces
&
RegulaTons

178

Pick
the
right
media
for
the

opportunity

Source:
Sumotext
(2013)
181

Knowledge
•
•
•
•
•

Know
your
objec;ves
Know
your
customer
Know
your
intent
-‐
being
of
service
Know
your
plan
Share
your
plan

182

Consider
Your
ObjecTves

183

Media Formats

Consider:
Incentivzed vs.
Non-incentiveze
185

IMPACTING
APP
RANK
POSITION
WITH

PAID
MEDIA
The
app
store
ranking
algorithm
is

mainly
driven
by
2
factors:

Volume
of

Velocity
of

Increased

High
Quality
of

user

The
ﬁnal
media
mix
will
be

dependent
on
the
speciﬁc
targets
of

the
campaign
Available
media
includes:
Targeted
Display
Cost
per
installs
IncenKvised/App
of
the
day

Low

TARGETED
PAID
CPC
/
CPM
COST
PER
INSTALL
INCENTIVISED
/
APP
OF
THE
DAY

High
Low

186

Volume
of

downloads

Paid
media
can
be
uKlised
to
drive

both
volume
and
velocity
of
installs

Mobile
Web
•
•
•
•
•

Review
your
web
logs,
see
how
is
visi;ng
Look
for
insight
everywhere

Responsive
design
Integrate,
monitor
&
react
to
analy;cs

Adjust
your
value
proposi;on,
content

oﬀering

187

Mobile
Apps
• Stay
focuses,
provide
u;lity
and
be

entertaining

• Select
the
right
pla~orm
for
your
customers
• If
possible,
build
to
the
OS
don’t
just
port
• Adver;sing
your
app
• Instal
is
the
ﬁrst
step,
think
engagement

188

Messaging
•
•
•
•

Get
an
opt-‐in
Consider
;ming
of
messages
Make
sure
content
is
relevant
Consider
frequency

189

Push
NoTﬁcaTons
•

Push
is
a
permission-‐based
channel

•

Seven
rules
– Preferences:

ﬁts
into
ever-‐changing

schedules
– Provide
relevant
message
– Enable
personalizaKon

– Stay
consistent
with
you
brand
– Provide
entertaining
&
engaging
experience

– ConKnuously
improve
– Leverage
context

190

The
Balancing
Act

Consumer
Advocates

Government

Consumer
ExpectaKon/SaKsfacKon

Industry

193

The
Basic
Tenants
In
The

Engagement
World
•
•
•
•
•

No;ce
Transparency
Choice
Control
Security

194

Pieces
to
The
Puzzle

Government

LegislaTon

&
Policy

Focus:

DirecTonal
instrucTons
&
industry
self-‐regulaTons
Deliverable:

Published
document
and/or
tools

Ind

u st

ry

Se
lf-‐r
eg
ula

Ko

n

Standards
Best
PracKces
&
Guidelines

DeﬁniKons,
Frameworks,
SpeciﬁcaKons,
Updates

Primordial
Soup:
the
market
conversaTon

Focus:

Market
making
programs
the
grow
revenue
&
reduce
fricTon
Deliverable:
“Consumer
Best
PracTces
–
Messaging,”
research

Focus:

Any/all
topics
perTnent
to
mobile
markeTng
Deliverable:
ArTcles,
research,
case
studies
Focus:
IdenTfy
deliverables,
e.g.

updates,
best
pracTces,
etc.

Deliverable:
PrioriTzed
deliverables
&
topics
195

Government
RegulaTons/Guidance
•

Government
LegislaKon
– Telephone
CommunicaKon
ProtecKon
Act
– Video
Privacy
Act
– Federal
Credit
ReporKng
Act
– Privacy
Act
(1974)
– Cable
Television
Consumer
ProtecKon
and
CompeKKon
Act

FCC
FTC
White
House
Courts

– Telemarketer
Sales
Rule
– Health
Insurance
Portability
and
Accountability
Act
(HIPPA)
– Children's
Online
Privacy
ProtecKon
Act
(COPPA)

196

Telephone
CommunicaTon

ProtecTon
Act,
Oct.
16
•

Expressed
wri*en
consent

•

Wording
– consumer
authorizes
the
seller
to
deliver
markeKng
text
messages

– consumer
not
required
to
sign
the
agreement
or
agree
to
enter
into
it
as
a

condiKon
of
purchasing
any
property,
goods
or
service

See:
Archer
Webinar-‐
Tips
for
TCPA
Mobile
Compliance,
2013
h*p://www.youtube.com/watch?v=60VGnIuWy9w

197

Industry
Self-‐regulaTon
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•

Mobile
Marke*ng
Associa*on
Internet
Adver*sing
Bureau

Associa*on
of
Na*onal
Adver*sers
Direct
Marke*ng
Associa*on
Cellular
Internet
Trade
Assoca*on
(CTIA)
Shop.org
Na*onal
Retail
Founda*on
Digital
Adver*sing
Alliance
Privacy
Freedom
Forum
4As
Network
Adver*sing
Ini*a*ve
BeOer
Business
Bureau
(BBB)
Interna*onal
Associa*on
of
Privacy
Professionals
Privacy
Freedom
Forum
Digital-‐placed-‐based
Adver*sing
Associa*on
(hOp://www.dp-‐aa.org/)

198

Industry
Self-‐regulaTon
&
guidance
•

Industry
Self-‐regulaKon
– Digital
AdverKsing
Alliance
(DAA)
– MMA
Universal
Mobile
Ad
Package
– MMA
Consumer
Best
PracKces
(reKred)
– CTIA
Carrier
Playbook
and
MMA
Consumer
Best
PracKces
– NAI
Mobile
ApplicaKon
Code
(h*p://www.networkadverKsing.org/mobile/
NAI_Mobile_ApplicaKon_Code.pdf)

199

AdverTsing
Standards
• Ad
Units
• Measurement
• Ineﬃciency

Mobile
Rising
Stars
Ad
Units
h*p://www.iab.net/risingstarsmobile

Universal
Mobile
Ad
Package
hbp://www.mmaglobal.com/
bestpracTce/compliance/
umap

200

Viviki’s
The
Pool

201

Example
Ad
Units
• The
Ad
Unit
• Standards
vs.
specializa;on
– Balance
“Eﬃciency
for
buying,
selling
creaTng”
vs.

Uniques
of
experience
and
oﬀer

• Examples
– MMA
Universal
Mobile
Ad
Package
– IAB
Rising
Stars
– mRaid/ORMMA
202

Viviki’s
The
Pool

203

DAA
Behavior
Code
of
Conduct
• ApplicaTon
of
Self-‐Regulatory

Principles
to
the
Mobile

Environment
• Cross-‐industry
Self-‐Regulatory

Principles
for
MulT-‐Site
Data
• Cross-‐industry
Self-‐Regulatory

Principles
for
Online
Behavioral

AdverTsing

hbp://www.aboutads.info/principles/#guidance

205

Mobile
Email
Design

ConsideraTons

hbp://www.mmaglobal.com/node/20603

206

Responsive
Design

Source:

207

Hilton
• Knows
that
all
its

customers
are

mobile
• Crea;ng
experiences

while
belering

transac;onal

opportuni;es

Dunkin
Donuts
• Has
one
of
the
most

successful
apps,
but

uses
variety
of
mobile

products
and
services
• Regionalizes
eﬀorts

for
best
results

Loews
• Arms
salespersons

with
iPhones
and

customers
with

access
• Follows
its
“Never

Stop
Improving”

mantra

Walmart
• Has
seen
app
users

spend
4X
and
come

into
stores
twice
as

ohen
• Uses
mom
panel
to

learn
and
experiment

Mondelez
• The
former
Krah
has

dedicated
10%
of

marke;ng
spend
to

mobile
• Incuba;ng
but
with

eyes
on
sales

PART
3
GeVng
It
Done:
A
How-‐To
Map
to
Mobile

Marke;ng
Success

214

Ge•ng
it
Done

“Buy
more
beer”
Jeﬀ
Hasen,
“Mobilized
Marke;ng”

215

“Mobile Marketing is a set of practices that enable
organizations to communicate and engage with their
audience in an interactive and relevant manner
through any mobile device or network.”
(Mobile Marketing Association, 2009)

216

It
is
About
Engagement:
Two
Sides
Mobile Advertising

Marketer Initiated

Engagement
(Contextual)

Mobile-enabled
Traditional Media
Indirect Engagement

Consumer Initiated

Direct Engagement
217

You
have
op;ons
AGENCY

Strategy

CreaKve

ExecuKon

Mobile
AnalyKcs
&
Measurement

PLATFORM

IN-‐HOUSE

HYBRID

Execu;on
is
cri;cal

Strategy

CreaKve

ExecuKon

Mobile
AnalyKcs
&
Measurement

Mobile
Plavorm

AggregaTon

Development

Content
creaTon
&

licensing

Short
Code
leasing

Create
a
grid
of
experiences
MARKETING
FUNCTION/
GOAL

Static/Animated/Rich Media
Banners

ACQUISITION

Text Ads
Expandable Ad Units for
iPhone and Android
RBT

RETENTION

BRAND
BUILDING

Games

DIRECT
RESPONSE

PROMOTION

PERMISSION/
CRM

CUSTOMER
SERVICE

Shortcode&
keywords
QR codes
**

Competitions
Sampling
On pack

SMS/MMS
IVR
Push Alerts

SMS?MMS
Apps

Vouchers/Coupons

ADVERTISING

SMS/MMS
Push Alerts

Branded Utilities

Branded Utilities

Breaking
Down
Mobile
Messaging

Voice

Browsing

Content

Downloading

Proximity

The key to
re-imaging everything:
Moving from

interruption
to invitation
Source:
Urban
Airship
(2013).
Greatest
Moments
from
Mobile
Saturday:

Brands
at
SxSW
Speak
.

Mobile
Marke;ng
Associa;on.

222

Understand
the
drivers
of
mobile
adop;on

Mass media

Brandcentric

Personal mobile

Customercentric

Source:
Urban
Airship
(2013).
Greatest
Moments
from
Mobile
Saturday:

Brands
at
SxSW
Speak
.

Mobile
Marke;ng
Associa;on.

223

Understand
the
drivers
of
mobile
adop;on

Mass media

Brandcentric

Personal mobile

Customercentric

Broadcast

Niches of one

Multichannel

Omnichannel

Primetime
Broadcast to influence

(R+F)

Paid media
Location is a place

My time
Influence me to broadcast
Owned media
My location profile

Interruption

Invitation

Transaction

Relationship

Source:
Urban
Airship
(2013).
Greatest
Moments
from
Mobile
Saturday:

Brands
at
SxSW
Speak
.

Mobile
Marke;ng
Associa;on.

224

Index
of
Mobile
MarkeTng
Media
•

Mobile
Adver;sing

–
–

Display

–

Search

–

Rich
Media

–
•

Text

Video/Interac;ve
Video

Mobile
Presence
–
–

•

Mobile
Web
Mobile
App

Mobile
Messaging
–

Text

–

Mul;media

–

Email

–

Push
(in
app)

–

Bluecas;ng

Mobile
Payments
Proximity
Payments
Mobile
Commerce
Scanning/Viewing
Response
Codes
Augmented
Reality
Nearﬁeld
CommunicaKons
RFID
Tagging
Enhancements
LocaKon
Data
Loyalty
Social
Augmented
reality
CRM
Content

AnalyKcs
&
measurement

225

A
Lot
of
Device
Atlas
11,000
Devices
X
140
Proper;es
(this
i
just
the
start)

Source:
Device
Atlas
(2013).
hlps://deviceatlas.com/resources/about-‐our-‐data

228

InteresTng
ApplicaTon
of
Device

DetecTon

“M&C
Saatchi's
Banners
Recognize
and
Respond
to
CompeKtors'
Hardware”
Source:
Crea;vity
(2013).
hlp://crea;vity-‐online.com/work/lg-‐smartbanners/32904

229

User
Agent
and
Network
DetecTon
There
are
Thousands
of
Devices
Out
There

•
•
•
•
•

Re-‐direc;on
Content
adapta;on
Content
delivery
Analtyics
Example
SoluKons
…
the Wireless Universal Resource FiLe

230

How
LocaTon
is
Tracked

Bluetooth
Audio

Source:

Derived
from
Ballvé,
M.
(2103).
How
Loca;on
Data
Is
Transforming
The
En;re
Mobile
Industry.
Business
Insider

232

LocaTon
ConsideraTons
• Use
cases
(example)
– Targeted
AdverTsing
– Targeted
Alerts
• Proximity/near
store
alerts
• In-‐store/retailer
alerts
• LocaTon
graph/historical
alerts

– Store
traﬃc
– Social
(check-‐in,
likes)
– LocaTon
sensiTve
features
(e.g.
share
locaTon,

track
family)
233

Example:
In-‐store
tracking

AddiTonal
Info:

hbp://www.nyTmes.com/2013/07/15/business/abenTon-‐
shopper-‐stores-‐are-‐tracking-‐your-‐cell.html?pagewanted=all&_r=2&
234

AdverTsing
• Marketer
– “Target”
New
Prospects
– “Re-‐target”
prospects
and
customers
– Engage
-‐
encourage
an
acTon
(e.g.
opt-‐in,
share

informaTon)
– Convert
-‐
redeem/sell
• Publisher
– MoneTzaTon

236

ConsideraTons
for
You
Brief
•
•

Why
are
you
buying
mobile
media?
What
are
you
buying?
–

Audience:
Na*onal,
local,
ethnic,
etc.

–

Format
&
CreaOve:
Text,
Display,
Search,
Rich
Media,
Video,

Audio,
Na*ve
Device/Medium:
Smartphone,
tablet,
Cross-‐screen,
Home

screen...

–
–

•

Agency,
direct
to
network,
exchange

Which
network
partners
should
you
choose?

What
is
the
pricing
structure?
–

•

Media:
Text,
Mobile
Web,
Apps,
Push,

Who
should
you
buy
it
from?
–

•
•

The
Challenge
The
Idea
The
ExecuOon
The
Results

CPM,
CPI,
CPL,
CPC,
CPA

Expected
vs.
actual
performing?
Ability
to
adjust
in
real-‐*me?

Sources:
hOp://www.mobilemarketer.com/cms/opinion/columns/7669.html

237

Understanding
Mobile
AdverTsing
(the
ad
mobile
ecosystem)

238

Mobile
LUMAscape
(the
mobile
adverTsing
ecosystem)

239

Mobile
Video
Ecosystem

240

MoneTzaTon

Source:
Ballvé,
M.
(2103).
How
Loca;on
Data
Is
Transforming
The
En;re
Mobile
Industry.
Business
Insider

241

Mobile
Commerce
• Types
– Proximity
Payments
– Mobile
Commerce

• The
Wallet
• Issues

"Mobile's
inﬂuence
on
in-‐store
retail
sales

is
growing
exponenKally,
driven
by
a

perfect
storm
of
rising
smartphone

penetraKon,
increased
adopKon
by

shoppers,
decreasing
barriers
to
use,
and

improved
mobile
funcKonality
for
retail

applicaKons."
-‐
Deloi*e
Digital

– Standards:
NFC,
CC
– Point
of
sales
integraTon
243

Apple
Passbook
Boarding Passes
Tickets

Store Cards

Coupons

245

PayPal
Beacon
• Any
store

running
Point-‐
of-‐Sale
systems

compa;ble
with

PayPal,

including

248

The
Influenced
Sale
Three
Dairy
Queen
franchises
used
text
messaging
to
drive

traffic
to
their
business.
The
Challenge:
Boost
store
traffic
The
Idea:
Leverage
“Na*onal
Cheeseburger
Day”,
September

18,
send
SMS
(text
message)
to
1,482
subscribers
in
loyalty

database
“It’s
Na*onal
Cheeseburger
Day!
Sink
Your
Teeth
into
.99

Cent
Cheeseburgers
@
Dairy
Queen
{STORE
LOCATION}
un*l
8pm
Tonight/No

Limit/Show
Text
–
FWD-‐2-‐Friends!”

The
Result:

In
24
Hours,
one
store
saw
483%
inc.
in
traffic,
106

add’l
customers.
This
goes
to
show
you,
you
don't
need
to
have
na*onal
scale
to

drive
material
results.

Rather,
you
need
to
1)
have
done
your

Source:
hbp://www.mobilecommercepress.com/mobile-‐markeTng-‐sms-‐
campaign-‐drives-‐traffic-‐dairy-‐queen/858935/

249

• “Our
compeTTve
set
is
no
longer
Omnicom
and
IPG

and
Publicis.
It
is
Nielsen
and
GFK.
It’s
the
data

companies."

WPP
CEO
Sir
MarTn
Sorrell.

Source
Harvard
Business
Review.
March
2013
251

z

Text

Source: Granville, Vincent. (2013, March 22). Job titles for data scientists. Job titles for data scientists. Data Science
Central. Retrieved from http://www.datasciencecentral.com/proﬁles/blogs/job-titles-for-data-scientists

252

“Human
beings
today
generate
200

exabytes
of
informaOon
per
year.”
David
Siegel

Entrepreneur,
Futurist,
and
Author
Pull:
The
Power
of
the
Seman6c
Web
to
Transform
Your
Business

253

All
Kinds
of
Data
•
•
•
•
•
•
•
•

Axciom
PersonicX
Clusters

Search
Loca;on
Purchase
Content
Social
data
Interest
Preference
Contacts

Mosaic®
USA
Consumer
Lifestyle
SegmentaOon

254

Compounds
and
Elements

256

CreaTng
a
new
compound

Da

Mo
So

Lo

Pr
Co

$=SoLoMoCoDaPr

Marketer’s
are
Not
Ready
% OF CMO’s REPORTING UNPREPAREDNESS

71%

DATA EXPLOSION

68%

SOCIAL MEDIA
GROWTH OF CHANNEL &
DEVICE CHOICES

SHIFTING CONSUMER
DEMOGRAPHICS

65%
63% SOURCE: IBM/CMO COUNCIL STUDY
258

PersonicX
Clusters

Source:
hbps://isapps.acxiom.com/personicx/
259

High

Level
of
Contextual
Sophis>ca>on

Control:
Biometrics
Display technology
Gesture-based control

Adv. Context
Distance? Depth?
What floor in building? What aisle?
Direction consumer facing?
Light? Dark?
Intelligence
Purchase intent?
In my store? In a competitor’s store?
Within 1 hour of flight? Two days?
Basic Context
Behavior/Preferences
GPS
Time of day

Low
2011

2012

2013

Source:
Adapted
from
“Going
on
the
Offensive
Against
Showrooming:

Leveraging
Mobile
to

Drive
Store
Analy;cs,
Traffic,
Engagement
and
Commerce.”
Mobile
Marke;ng
Assoca;on.

June

2012.

2014

2015

2016
261

Apple
5s
and
iOS7

262

Consumers
worry
about
access
to
their
data
“In
general,
how
concerned
are
you
about
the
companies
you
interact
with
accessing
the
following
personal
informaOon?”

Behavioral
data
Individual
data
Derived
data

263

Source:
hlp://www.cagle.com/2013/07/obamacare-‐data-‐hub/

264

Be
careful
with
what
you
know

265

Progressive
Snapshot

May
Risk:
Higher
premiums
Invasive
tracking
Your
data
being
sold

266

The
Heart
of
The
Maber

Source:
hlp://boingboing.net/2012/09/28/why-‐cant-‐pacemaker-‐users-‐rea.html

267

“I
Take
the
5th”

Source:
Sept.,
2013.
h*p://www.wired.com/opinion/2013/09/the-‐unexpected-‐result-‐of-‐ﬁngerprint-‐authenKcaKon-‐that-‐you-‐cant-‐take-‐the-‐ﬁkh/#!

268

“If
You're
Not
Paying
For
It,
You

Become
The
Product”

Source:
hbp://www.forbes.com/sites/marketshare/2012/03/05/if-‐youre-‐not-‐paying-‐for-‐it-‐you-‐become-‐the-‐
product/
269

CreaTng
a
new
compound
that
can

be
used
by
everyone!

Da

Mo
So

Lo

Pr
Co

Value=SoLoMoCoDaPr

The
Rules
Have
Changed

271

Mobile
Text
Program

273

Text
Messaging
Flows

274

Developing
a
Text
User
Flow

275

Mobile
MarkeTng
Plazorm

276

Registering
Common
Short
Codes

277

Email
EssenTals
1.

Keep
it
simple
and
intuiTve.
Minimize
clicks
to
navigate
the
content.

2.

Remove
non-‐essenTal
elements—design
for
mobile
devices
with

images
turned
off.

3.

Divide
content
into
clear
secTons
to
opTmize
decreased
screen
real

estate;
use
a
one-‐
or
two-‐column
template.

4.

From
fields
should
be
5
characters
or
less;
Subject
lines
should
be
35

characters
or
less.

5.

Stay
away
from
large
images
in
the
upper
le…
area.

6.

Avoid
using
images
as
the
important
or
only
call
to
acTon.

7.

Place
CTA
and
offer"above
the
fold."

8.

Allow
enough
space
to
click
accurately.
The
bubon
height
should
be

40
px
to
45
px
with
15
px
for
padding.

9.

Fonts
should
be
no
smaller
than
14
px
for
body
copy
and
strive
for

headline
fonts
at
22
px+.


280

Mobile
Web
•
•

Mobile Web Methods
Transcoding
Dedicated site
Responsive Design
Other considerations
Content Management Systems
Maintenance
Budget
Development Team
Testing

-

281

Mobile
Apps
•
•
•

Types of Apps
Hybrid
Native
Develop
Hand
Development platform
Other considerations
Content Management Systems
Maintenance
Budget
Development Team
Testing
Discovery

-

•
•
-

282

ApplicaTons
+
Social
Media
• VW
mobile
gaming
&

adver*sing
• VW

GTi
Real
Racing

app
for
2010
model
• $500,000
spend
• 6m
plus
downloads
• Lowered
cost
of

acquisi*on
by
97%
• More
cars
sold

Developing
to
the
Plazorm

284

NaTve
&
Hybrid
Apps
“Compared”

HYBRID APPS
Persistent Screen Real Estate

Persistent Screen Real Estate

Cross-Platform Reach

Push Messaging Engagement

Push Messaging Engagement

Fast, Cheap Development

Camera / Library / Mic Access


Search Engine Discoverable

Address Book / QR Code Access


Bookmarked and Forgotten

Native Performance

Native Performance

No Push Messaging

In-App Purchases and Ads

In-App Purchases and Ads


Promotion Through App Stores

Promotion Through App Stores


Invisible to Search Engines

Fast, Cheap Development

Multi-Step Purchase Transactions

Slow, Expensive Development

Cross-Platform Reach

Inconsistent Browser Capabilities

Chronic Platform Fragmentation

Invisible to Search Engines

No App Store Distribution

Source:
Brightcove
(2012).
How
to
Manage
the
Increasing
Complexity
and
Costs
of
Mobile
App
Development.
Mobile
Marke*ng
Associa*on

286

Almost 3 million people viewed the game on the street
3500 people played the game
More than 250 people participated everyday
Source:
Mobilera
(2010)

288

Last
call
by
13th
street
–
Horror

h*p://www.youtube.com/watch?v=qe9CiKnrS1w

Codes,
Codes,
and
More
Codes
Source: QR Code http://bit.ly/caStiw

Source: i-Pop

Source: UPC-E http://bit.ly/cjGNSE

Source: ISBN http://bit.ly/cKVnIp

62407

**265

See www.usshortcodes.com

See www.zoove.com

Source: JagTag (hlp://bit.ly/cpjT4V)

Source: UPC-A http://bit.ly/afXitT
Source: Snaptell

Source: Code 39 http://bit.ly/9dufkY

9231

See targeted carrier
Source: http://bit.ly/d5quIU
(bCode, Aug. 8, 2010)

Source: Digimarc

Near Field Communications

466453
See www.usshortcodes.com
Source: http://bit.ly/czyjoI
(JagTag, Aug. 8, 2010)

#265

See www.singletouch.com

291

•

What
is
a
Mobile
Barcode?

Linear
(or
1-‐D)
barcodes
are
machine

readable
codes
that
hold
a
minimal

amount
of
data

•
•

•

Mobile
(or
2-‐D)
barcodes
hold
enough

data
to
create
fun
and
exciKng
mobile

markeKng
opportuniKes

•

•

QR
Code
™

Microsom
Tag

DataMatrix

SnapTag

Source:
Neusar
(2013).
Mobile
Barcode
Marke*ng
-‐
From
A
to
Z.
Mobile
Marke*ng
Associa*on

•

Mobile Barcodes are printed or digitally
rendered symbols that link consumers with
interactive mobile content
They transform traditional print mediums
into mobile digital media – a powerful new
media form where print, mobile and web
converge
Reach
Ubiquity across the broad base of mobile
subscribers. Bridges offline and online
media
Targeting messages and content
One to One, on demand interaction
Scan location and time
Knowledge of media placement
Measurement
Ongoing measurement of results
Continuous refinement

Also
Consider
•
•
•
•

Digital
Watermarking
Image
recogni;on
Audio
recogni;on
Augmented
reality

293

Build
Your
Own
QR
Code

294

CollaboraTon
“In
the
long
history
of

humankind
(and
animal
kind,

too)
those
who
learned
to

collaborate
and
improvise
most

eﬀec*vely
have
prevailed.”

Mobile
Darwinism

295

The
Industry
Structure

Sellers

Th

eC

ons
u

me

r

Buyers

Agencies
Brands
Retailers

Innovators/Enablers
Associates

Old
&
New
Media
Publishers
AdverKsing
Plavorms/Enablers
Messaging,
App,
Mobile
Web,

Commerce,
Reserach...

Investors,
Analysts,
Academics...

297

Wealth
to
InformaTon
At
Your

FingerTps

298

IAB
Mobile
CreaTve
Library

h*p://www.iabuk.net/
disciplines/mobile-‐markeKng/
mobile-‐campaigns

299

• eMarketer
• Mobile
Marketer

PublicaTons

• Mobile
Commerce
Daily
• SmartBriefs

– Mobile
MarkeTng
AssocaTon
– IAB
–…
• Business
Insider
($)
• Tech
Crunch
• Google
Alerts
• Google
Mobile
Playbook

300

InformaTon
&
Insight
• MarkeTng
Charts
(www.markeTngcharts.com)
• Our
Mobile
Planet
(www.ourmobileplanet.com)
• Vendors,
e.g.
InMobi,
Millennial
Media,
Placecast
• Flurry
Blog
(hbp://blog.ﬂurry.com/)
• comScore
($)
• Nielsen
($)
• eMarketer
($)
• U.S.
Wireless
Facts
(hbp://www.cTa.org/advocacy/research/
index.cfm/aid/10323)

301

Contact
Info
• Jeﬀ
Hasen
• jeﬀ.hasen@mobivity.com
• @je.asen
• je.asen.com

• Michael
Becker
• michael.becker@somoglobal.com
• @mobiledirect

Driving Sales, Engagement, and Loyalty Through Mobile Marketing

Recomendados

Recomendados

Más contenido relacionado

La actualidad más candente

La actualidad más candente (18)

Destacado

Destacado (20)

Similar a Driving Sales, Engagement, and Loyalty Through Mobile Marketing

Similar a Driving Sales, Engagement, and Loyalty Through Mobile Marketing (20)

Más de Vivastream

Más de Vivastream (20)

Último

Último (20)

Driving Sales, Engagement, and Loyalty Through Mobile Marketing