Slides from the lecture: introduction to mobile marketing.

1. AN INTRODUCTION TO TECHNOLOGIES
TO DELIVER A MESSAGE RIGHT IN THE
POCKET OF THE TARGET AUDIENCE

2. Hi :)

3. @coolz0r
http://happymiel.be
http://wavelab.be

4. • Segmentation, use & importance
• Embedded mobile ads
• Offline tie-ins
• SMS (TXT) / MMS
• Barcodes & QR
• Augmented Reality experiences
• Mobile apps, branded services and games
• Location-based mobile marketing
• Mobile search marketing
• E-mail marketing

5. SEGMENTATION,
USE &
IMPORTANCE

6. Segmentation with powerful demographics
and psychographic signals
– By brand of handset / smartphone
– By carrier
• MVNO’s
• Subscription plans
– By phone features or phone type
– By app preference
– By location or region

8. Your mobile phone is the most
personal tech device
most of you will ever own

9. – With you all the time
– User History
• Call history
• Text history
• Browsing history
• Search query history (!)
• Location history (triangulated or GPS)
– Access to address book & calendar
– Social apps (location or not)
– App download history, app type preference
– Entertainment preferences
(games, music, movies,...)
– Capture & share / store & manage digital moments through camera,
video & voice recordings.

10. EMBEDDED
MOBILE
ADS

11. Embedded mobile ads: some examples
Visual ads embedded within the content of
another website.

12. Embedded mobile ads: Google’s suggested formats

13. Embedded mobile ads : iAds
iAd reaches millions of iPhone, iPad and
iPod touch users around the world in
their favorite apps.
With the iAd Network, you can reach
the Apple audience. This audience:
• Has installed more than 15 billion
applications
• Has activated over 250 million iTunes
accounts
• Spends, on average, 73 minutes per
day using apps
• Engages with iAd ads for an average of
60 seconds per visit
Each ad is shown only to the audience
you want to reach, in the apps they love
and use the most.

14. Embedded mobile ads : iAds
Estimating the chances for an iAd's success requires analyzing how it performs
relative to its competitors and for the marketer in the 5 general areas above.

15. Embedded mobile ads : iAds
Illustration by monty.de

16. OFFLINE
TIE-INS

17. OFFLINE TIE-INS
Any CTA in a media
publication or on a
billboard for:
SMS
AR
QR (or Maxi/EZ codes)

18. OFFLINE TIE-INS

19. SMS (TXT)
& MMS

20. SMS (TXT) / MMS
-Track the size of your list at all times
(total numbers of recipients)
-Monitor opt-ins / opt-outs
(compare opt-ins & opt-outs against growth rate of list over time)
-You need this to measure the success of mobile
coupons, campaigns, newsletters
-Measure this:
-Messages sent
-Messages bounced
-Messages received (opened)
-Links clicked
-Conversion from links to :
-Downloads
-Purchases
-Enrollments
-Sign-ups to newsletters
-Subscriptions

21. SMS (TXT)
More than 19,000 consumers clicked through
the banners to visit a mobile-optimized site
for the car maker’s XF line of sedans, and 4
percent of those turned into qualified leads.
Jaguar campaign in Australia

22. SMS (TXT)
SMS ‘Jaguar’ to the short code 524827
The first message was sent out on December 21st with this copy:
“Join the Jaguar Platinum Celebration. Test drive a 2011 Jaguar:
http://www.jaguar.mobi/r/T66042872400 or reply DRIVE + ZIP. Data rates
apply. Optout send STOP.”
Notice the message is 159 characters long, to fit in one text message. However, if they
would have eliminated empty spaces and used a URL shortening service like Bit.ly,
there would have been an additional 21 characters to say something even nicer:
“Join the Jaguar Platinum Celebration! Test drive a delicious 2011 Jaguar:
http://bit.ly/dIktwQ or reply DRIVE+ZIP to sign up. Data rates apply.
Optout:send STOP”
The link points to a mobile sign-up form to enlist for a test drive, the application
procedures are kept as simple as possible.

23. SMS (TXT)
The test drive page enabled visitors to either
click to call a Jaguar representative or enter
their full name and mobile number to set up
a test drive via SMS. Users can also opt-in for
updates from the brand.

24. SMS (TXT) for a cause

25. SMS (TXT) for a cause
text “Haiti” to 90999 to send
a $10 donation to the Red Cross
Red Cross Raises $5,000,000+ for
Haiti Through Text Message
Campaign

26. SMS (TXT) loves television
Televoting
Matchmaker
SMS Games
Ringtones
Astro
QotDs
Wallpapers
Screensavers
Games

27. MMS
Multimedia Message Service (MMS)
Extension of SMS, but with WAP encoding
audio
video
timed slideshows
text
images
Issue:
mobile carriers charge for sending + receiving
and that costs up to 15 times as much as an SMS

28. SMS (TXT)/MMS Terms & Conditions
1. In addition to any entry, submission, subscription or other fee of which
you are notified, your carrier's standard messaging rates apply to your
entry or submission message, our confirmation and all subsequent SMS
correspondence.
2. We will not be liable for any delays in the receipt of any SMS messages as
delivery is subject to effective transmission from your network operator.
SMS message services are provided on an as is basis.
3. Data obtained from you in connection with this SMS service may include
your cell phone number, your carrier's name, and the date, time and
content of your messages. We may use this information to contact you
and to provide the services you request from us.
4. If at any time now or in the future, you elect to cancel your subscription of
*product* SMS Alerts, you can unsubscribe at any time by texting 'STOP'
to #number. By subscribing, you consent to receiving, from time to
time, further text messages from us which may include offers from us, our
affiliates and partners.
5. No refunds for your early cancellation of *company* SMS Services.
6. The text service is available to all major carriers.
7. For support please click *link*

29. BARCODES &
QR

30. QR
QR Codes are all about the relaying of information and getting the
customer to perform an action. Sometimes that action is simply
scanning the code and enjoying its content. But here are some
other things that QR Codes can do:
• Direct people to a URL
• Give people an email address
• Give people a phone number
• Give a message (menu specials)
• Give a VCard
• Give a text to send
• Link to a YouTube video
• Link to a Google Map
• Link to GeoPOI
NEED: QR Scanner (free app)

31. QR

32. BARCODES
product identification/registration
customer identification/registration

33. BARCODES (EAN-13)

34. BARCODES (UPC-A)
Codes of the Number System Character:
0 - Standard UPC number.
1 - Reserved.
2 - Random weight items like fruits,
vegetables, and meats, etc.
3 - Pharmaceuticals
4 - In-store code for retailers.
5 - Coupons
6 - Standard UPC number.
7 - Standard UPC number.
8 - Reserved.
9 - Reserved.

35. AUGMENTED
REALITY
EXPERIENCES

36. Augmented Reality
Live direct or indirect view of a physical,
real-world environment
whose elements are augmented
by computer-generated sensory input
such as sound, video, graphics or GPS data.
There’s an app for that!

37. Augmented Reality Browser
When a user opens a Layar Vision layer,
the image fingerprint corresponding to the reference image IDs for
that layer will be loaded for the client
Here’s what you can do with Layar AR:
Support 3D models
Support animated augments
Sharing to Facebook, Twitter, other social networks
Layer actions:
Call - Email – Share – URL - (other dev coded actions)
Audio + Video trigger
Geo-tag objects for location-based game-play
& local services

38. Augmented Reality

39. Augmented Reality
Top right:
Nearby points, in real-time.
Moves + works like a compass
Dots in your screen mark GeoPOIs
(Geolocated Points-of-Interest)
Can be of any color or shape.

40. MOBILE APPS
BRANDED
SERVICES
& GAMES

41. Branded games on mobile
58% say it is important for brands to be fun and playful.
• Light social gamers still interact 3 hours per week with their social games.
• Medium social gamers play up to 10 hours.
• Heavy social gamers starts as of 10 hours per week.

42. Branded mobile apps

43. Branded games on mobile

44. LOCATION-BASED
MOBILE
MARKETING

45. Location-based Mobile Marketing
Getting people to the stores (CPPoF – Cost per pair of feet)
Advantages of Proximity Marketing
(dixit Robert McCourtney, Metamend)
A captured target
Increased impulse buying
Development of 1-2-1 relationship marketing
Direct marketing spending effectiveness
Psychological nurturing
Increased ROI

46. Location-based Mobile Marketing
Channels:
Wi-Fi
Bluetooth
InfraRed
NFC
RFID
UWB

47. Location-based Mobile Marketing

48. Location-based Mobile Marketing

49. Location-based Mobile Marketing
Check-in marketing
Couponing, ticketing & loyalty
Digital proximity, impulse buying

50. MOBILE SEARCH
MARKETING

51. Mobile Search Marketing
The Architect
Site performance is critical (and device compatibility too)
The information people search for usually
informs an immediate purchase decision
mSEO
targeting long-tail keywords
do AdWords keyword research
the Google phone thing
mobile search engines

52. EMAIL
MARKETING

54. 66% :)
Once a day.

55. IDEA

56. Case: Martini Mobile Activation Plan
Briefing (confidential):
Engage with the target audience
Challenge them
Gaming concept & triggers
Modern technology
Social factor

57. Case: Martini Mobile Activation Plan
Mechanism:
1. Find the locations
2. Unlock the content
3. Enjoy the benefits
4. Share with friends
5. Get lucky
 Learn how to get lucky, chase your dreams &
desires.
QR content on posters (discount coupons)
AR content to find bars
QR/AR content on coasters + POS in bars:
Multimedia
Social Tips
Instant group discounts
Loyalty rewards

58. Case: Martini Mobile Activation Plan
Multimedia Content:
Unlock The TV Commercials
Unlock special videos & trailers
Unlock The Ringtones
Learn The Skill (DIY video tutorials)
learn to fold a rose from a bar napkin
learn to make the perfect coctail
the five best conversation starters
…
Always state the amount of content, so they know
how many to collect.

59. Case: Martini Mobile Activation Plan
Scan the red dot + unlock challenge
invite 3 friends to join you within the hour,
get a free Martini
Bar-Tour: take your 3 friends to 3 bars,
get 3 free Martinis
Bar-Streaker: 5 bars on a night,
get a free glass
Optional:
tie-in with 4Square to track the check-ins +
friendship relations

60. Case: Martini Mobile Activation Plan
Loyalty Rewards:
Unlocking all items from a category
Unlocking all items
Visiting all participating bars
Joining all social channels
Participating for the first time
Participating for the 3rd time
Participating for the 5th time
Participating for the 10th time
Power user bonus
Shared with a social network bonus.
POS items as collector items?

61. Case: Martini Mobile Activation Plan
Digital Channels:
1. Facebook Campaign Page
2. Foursquare Bar Locations
3. YouTube Dedicated Channel
4. Mobile website, microsite
5. Campaign landing page
6. Campaign website
7. Layar AR content map
Tie-ins:
1. Commercial
2. Bar flyers, posters, POS
3. Website
4. Banner campaign
5. SEA
6. Facebook Ads

62. Thanks!