The document provides an overview of mobile marketing, including definitions, opportunities, challenges and foundational components. It discusses how mobile marketing involves extending brand experiences to consumers on their mobile devices. Key components include SMS, social media, mobile advertising, mobile web and device-specific apps. Mobile marketing is important because most consumers carry mobile devices constantly and use them to seek information. While opportunities exist in intimacy, timeliness and location targeting, challenges include fragmented technologies and a moving target of advances. The foundations of mobile marketing are then explained in more depth.

1. Making Sense of Mobile
Marketing

2. Today’s presentation
• What is mobile marketing?
• Why is mobile marketing important?
• Opportunities and challenges
• The foundational components explained

3. WHAT IS MOBILE
MARKETING?

4. Definition of “mobile
marketing”
• Mobile Marketing Association
(November 17, 2009)
“Mobile Marketing is a set of practices that
enables organizations to communicate
and engage with their audience in an
interactive and relevant manner through
any mobile device or network.”

5. Practically speaking
• Extending our brand experiences to
consumers on the mobile devices they
have already adopted as part of their
daily lives
• Spanning marketing communications,
customer acquisition, lead generations,
loyalty and retention, customer service,
support, and engagement

6. Foundational components
• SMS (text messaging)
• Social media and e-mail
• Mobile advertising
• Future (but here today)
– Mobile web
– Device-specific apps

7. WHY IS MOBILE
MARKETING
IMPORTANT?

8. Today in the U.S.…
• There are 270+ million mobile devices
• Held by ∼240 million individuals
• Which represents ∼90 percent of all
consumers age 18 and above
• Most of whom carry the device on, and
on their person, at all times

9. OPPORTUNITIES &
CHALLENGES IN MOBILE
MARKETING, TODAY

10. Opportunities in mobile
• Intimacy
• Timeliness
• Relevance (context)
• Location (time and place)

11. Opportunities in mobile
• Mobile users are seeking actionable
content. Deliver and they will respond.
• Google’s mobile user profiles
– Urgent now
– Repetitive now
– Bored now

12. Opportunities in mobile
U.S.
Consumers
8%
92%
with
Mobile
without
Mobile

13. Challenges in mobile
• Fragmented technology ecosystem
– Manufacturers and devices
– Operating systems
– Browsers
– Carriers and networks
• Texting plans
• Pace of advancement: the moving target

14. Challenges in mobile
Smartphone
penetra5on
8%
22%
No
Phone
70%
Smartphone
Basic/Feature
phone

15. THE FOUNDATIONAL
COMPONENTS
EXPLAINED

16. E-mail

17. What it’s not
• A last minute tool to garner interest
• A “BLAST”
• Instant credibility and permission
• The more people the greater the return

18. Best practices
• Create an organizational e-mail alias.
• Request a report a few weeks later.
• Consider every element of your e-mail.
• E-mail is the way to initiate a
conversation and social networks are the
way to continue it.

19. Computer
shot

20. Mobile device e-mail

21. Requesting a rel@y
• http://
universitymarketing.illinoisstate.edu/

22. What we provide
•
•
•
•
•
Professional HTML construction
Copyediting
Opt in/out mechanisms
Ensure accessibility
Peace of mind

23. ROI considerations
Reach
High
Upfront
investment
Low
Ongoing
management
Low
Service
impact
Low
Wow
factor
Low/Moderate
Notes
An
excellent
tool
–
beLer
when
used
in
concert
with
other
technologies.

24. QUESTIONS?

25. Social

26. What it is
• Social media has quickly been adapted
for mobile platforms
• Drawing more consumers to mobile
platforms, more often, every day
• Don’t ignore the low-hanging fruit

29. Others?
And there are more every day
• LinkedIn
• FourSquare
• YouTube
• Digg
• MySpace

30. Planning and budgeting
• Primary investment, resource, and
process allocations have been made
• Account for mobile use cases in all
content and production planning

31. ROI considerations
Reach
Moderate
to
high
Upfront
investment
Low
Ongoing
management
Low
Service
impact
Low/Moderate
Wow
factor
Low
Notes
Low-­‐hanging
fruit,
where
investments
and
resources
may
already
be
accounted
for
And
allows
for
conversaQons
to
start
and/or
conQnue

32. QUESTIONS?

33. Mobile tagging

34. What it is
• 2-Dimensional “barcode” that is scanned
with a mobile device (camera lens)
• Acts as a link between physical and
online worlds
• Common technologies:
– QR codes
– Data matrix codes
– Microsoft tag

35. Traditional bar codes
• The graphic layout
encodes a small
amount of
information, such
as a SKU
• Must be scanned
from specific
angle, and only
with a laser scanner
• Limited
applications

36. 2-Dimensional codes
• Encoded with more
information, such as
–
–
–
–
MicrosoR
Tag
Web URL
vCard
SMS
Voice call
• Can be scanned from
any angle, and with an
optical scanner
(a camera lens)
• Can be reproduced
very small to very
large, print or digital

37. Applications
• Print advertising
• Packaging and POS
• Outdoor and event marketing
• Grassroots and guerilla marketing

38. Applications @ ISU

39. Planning and budgeting
• Not quite ready for prime time
• The right opportunities and the right
consumers
• Very low costs make it great for
experimentation

40. ROI considerations
Reach
Low
Upfront
investment
Low
Ongoing
management
Low
Revenue
impact
Low/Moderate
Service
impact
Low/Moderate
Wow
factor
High
Notes
Not
a
priority,
but
worth
trying.
Have
fun
with
it.

41. SMS (text messaging)

42. What it is
• Simple Messaging Service (SMS) is
basic technology found on virtually all
mobile devices
• Carrier networks: Opt-in, permissionbased communications only
• Supports diverse range of
communication functions

43. Making the most of SMS
• Pinpoint targeting to person, place, and
time creates value
• Database marketing approach:
optimization

44. SMS supports diverse
functions
Sales and revenue
Customer service/
experience
• Special offers driving
consumers to stores, or
to call
• Coupons for in-store
or online redemption
• Updates on special
events, grand
openings, or new
products
• Special messages
• Locations and
directions
• Polling, voting, and
feedback
• Self-service question
and answers
• Appointment
reminders

45. 27297
Homecoming: Additional 20% at all
participating Redbird Walk stores. Just
show this text message on checkout.
www.IllinoisStateHomecoming.com

46. 697895
ISU: “CongratulaQons,
you’ve
been
accepted
to
Illinois
State
University.
Visit
Welcome2ISU.IllinoisState.edu
for
the
next
steps”

47. 697895
Float24
697895
FLOAT: Thank you for entering.
Winners will be announced during the
football game. SPONSOR: Show this
text for 10% off your next purchase at
the Alamo

48. 697895
GO REDBIRDS!

49. Let’s try another one
• Text “trivia” to 71857

50. 697895
Trivia
697895
ISU TRIVIA: In what year was a camel
rode in the Homecoming parade?
A) 1955
B) 1965
C) 1975
D) 1985
E) 1995

51. And one more
• Text “marketing” to 71857

52. 697895
Events
697895
UPB: What type of activities are you
interested in
A) Movies
B) Activities
C) Food
D) Intermurals

53. Planning and budgeting
• SMS is the most utilized mobile
technology across age groups
• Adopted technology (though some still
don’t have unlimited texting plans)
• Immediacy, action-orientated
• Spamming

54. Planning and budgeting
• Acquisition: Text opt-in
• Immediate entry, immediate reply
• Allows for ongoing communication
• Acquisition: Web form opt-in
• Capture other information
• Allows for personalized ongoing
communications

55. ROI considerations
Reach
High
Upfront
investment
None
Ongoing
management
Low/Moderate
Service
impact
Moderate
Wow
factor
Low
Notes
Not
sexy,
but
can
be
very
effecQve.
Low
costs
and
great
reach
make
the
ROI
metrics
work.

56. QUESTIONS?

57. The future: mobile Web

58. What It Is
• Web experiences tailored to mobile
operating systems and browsers
• “3 Cs” of valuable mobile web
experiences
– Context
– Content
– Coding

61. Mobile Web users are
different
• Ready to take action now
• Looking for direction, motivation, or just
the right information to influence
decisions
• Google’s three user profiles

62. Mobile Web vs. traditional
Web
Mobile Web
Traditional Web
• Users want to complete
smaller tasks, quickly
• Users do not want all
information, just the
relevant information
• Prefer offline buying
• Traditional Web valueadds don’t necessarily
apply: images, video,
flash, paragraphs,
options
• User expectations range
from quick tasks to
intensive projects
• The right information, as
well as access to all
information
• Online buying is a norm
• Great platform for rich,
interactive media and
deep engaging
experiences

63. Planning and budgeting
• All roads lead to mobile Web
• Today, only a fraction of mobile
audience experiences the Web
• More universal and cost-effective than
apps
• Requires additional planning and staff
resources to implement

64. ROI considerations
Reach
Moderate
Upfront
investment
Moderate/High
Ongoing
management
Moderate/High
Revenue
impact
Moderate/High
Service
impact
High
Wow
factor
Moderate
Notes
FoundaQonal
component
now
and
for
the
long
term;
build
now,
look
great
later.

65. Future: mobile applications

66. What it is
• An application that is downloaded
directly to the mobile device
• Rich, interactive experiences that support
tasks, engagement, and commerce
• Leverage features of the device and OS
– Geo-location / GPS
– Accelerometer

67. The app universe
• Cost of creation
• Branded apps pose unique challenges
– Competitive market place/attention
– Delivering satisfying experiences
– What do your customers want from you?
• Not all apps and operating systems are
created equal

68. ROI considerations
Reach
Low
Upfront
investment
High
Ongoing
management
Moderate
Revenue
impact
Moderate/High
Service
impact
Moderate/High
Wow
factor
High
Notes
Payoff
for
some
can
be
great,
but
be
wary
of
hype.
Move
deliberately.

69. THANKS!