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Introduction to mobile marketing

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Evolution of the mobile phone (click for movie)

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Agenda <ul><li>Mobile Stats </li></ul><ul><li>SMS </li></ul><ul><li>Mobile Web </li></ul><ul><li>Mobile Applications </li></ul><ul><li>Designing for mobile </li></ul><ul><li>Mobile media </li></ul><ul><li>2D / QR Codes </li></ul><ul><li>Bluetooth </li></ul><ul><li>Examples of past work </li></ul>

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<ul><li>Canadians currently use more than 21 million wireless devices daily </li></ul><ul><li>19 billion text messages sent in 2008 </li></ul><ul><li>10.1 Billion text messages sent in 2007 </li></ul><ul><li>Uniques have grown to 41% </li></ul><ul><li>40 billion in 2009 within reach </li></ul><ul><li>Adoption exceeds 80% in urban markets </li></ul><ul><li>Email is for “old” people! </li></ul><ul><li>Source : CWTA </li></ul>Canadian Mobile Landscape

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1 billion people have access to the Internet via their computer

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1.2 billion televisions world wide

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Over 4 Billion Mobile Phones World Wide!

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8 Mobile User Profiles <ul><li>Careerist – 25-39 years old. Bills are paid by company </li></ul><ul><li>Experiencers – They are all about new experiences, possessions, technologies etc… They are early adopters. </li></ul><ul><li>Pioneer Youth – I want it all for my mobile… and now. Second best is not good enough. Always txting. 15-24 years old </li></ul><ul><li>Mainstream Youth – They want the latest gadget so that they can belong. They aren’t necessarily technical experts. 15-24 </li></ul>

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<ul><li>Mainstream Materialists – Gadgets and mobile are fashion accessories – anything that will make them look good. 25-29 years old. They live for today and not tomorrow. Use more for show than communication </li></ul><ul><li>Basic phoners – They use their mobile to call only. Many have mobile phones as emergency backups. They likely don’t know how to text message. 40+ years old. </li></ul><ul><li>Family phoners – need good reason to adopt new technology. They are happy with what they’ve got and they mostly use their mobile device to stay in touch with family. </li></ul><ul><li>In touch organizers – my mobile keeps me connected. 30-64 years old. These are parents who juggle busy professional and social lives, organizing their family, friends, and local community. Average tech users - competent but not experts </li></ul><ul><li>Source: http://www.canadianmarketingblog.com/archives/2008/10/the_8_different_mobile_consume.html </li></ul>

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Why Mobile?? <ul><li>It’s the next mass medium… the new internet </li></ul><ul><li>Mobile is the best and most innovative way to get close to consumers– delivering highly personal brand experiences </li></ul><ul><li>Mobile can make old media new again </li></ul><ul><li>Mobile is a natural extension of your multi-channel campaigns </li></ul>

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7 things you need to know about text messaging (SMS) <ul><li>Carriers have all the control and do not tolerate unsolicited text messages </li></ul><ul><li>You need to register a short code before you text your customers anything. Choose generic (12345) or word specific (VODKA) </li></ul><ul><li>Short codes are only good for one year at a time and individual carriers can reject or ignore your requests </li></ul><ul><li>You must detail in advance exactly how you will use the short code for all possible applications </li></ul><ul><li>Consumers are easily annoyed…so be sure they have opt-ed in first and what be sure to send them specific and personalized data that matches what signed up for (i.e. Txt alert when new statement is available) </li></ul><ul><li>You can’t buy a mobile list – you have to get (build) opt-in </li></ul><ul><li>Consumers are used to paying for their messages – it’s not a barrier to engagement </li></ul>

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SMS – Text Messaging tactics <ul><li>SMS Pull </li></ul><ul><ul><li>Program Registration </li></ul></ul><ul><ul><li>Service Notifications </li></ul></ul><ul><ul><li>Promotions (SMS/MMS) </li></ul></ul><ul><ul><li>Coupons (SMS/MMS) </li></ul></ul><ul><ul><li>Tickets (SMS/MMS) </li></ul></ul><ul><ul><li>Program Redemption </li></ul></ul><ul><li>SMS Push (Opt-In): </li></ul><ul><ul><li>Balance Alerts </li></ul></ul><ul><ul><li>Trackers </li></ul></ul><ul><ul><li>Service Notifications </li></ul></ul><ul><ul><li>Promotions </li></ul></ul><ul><ul><li>Surveys: 2 WAY SMS </li></ul></ul><ul><li>Mobile Voting/Trivia Games </li></ul><ul><li>Text to win </li></ul>For a chance to win free BBQ, respond “ yes ” to this message! Your Monthly statement is now available online. Click here to view it now

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6 things you should know about the mobile web <ul><li># of websites has grown 7-fold in the last 12 months! </li></ul><ul><li>0.8% of all domains are mobile-friendly </li></ul><ul><li>Lack of fixed data plans has been the key barrier to mass adoption </li></ul><ul><li>The user experience has to be optimized for the mobile web </li></ul><ul><li>Mobile websites need specific purpose and relevance to users </li></ul><ul><li>In many other countries (ie. India, South Africa), more people access the mobile web than the desktop web </li></ul>

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App stores

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Designing for mobile

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What doesn’t work… <ul><ul><li>Ill-fitting graphics </li></ul></ul><ul><ul><li>Slow access </li></ul></ul><ul><ul><li>Difficult navigation </li></ul></ul><ul><ul><li>Frames </li></ul></ul><ul><ul><li>Complex graphics </li></ul></ul><ul><ul><li>Flash </li></ul></ul>

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… and what does work <ul><li>Quick download times </li></ul><ul><li>Easy navigation </li></ul><ul><li>Clean pages, no frames, simple graphics </li></ul><ul><li>Sharply defined usage objectives </li></ul>

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The difference side by side

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.mobi is the first and only Internet domain specifically designed for the mobile. It works on any phone on any network anywhere in the world.

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.mobi thinking is not .com thinking

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Choosing a mobile domain <ul><li>You don’t need a .mobi domain to have a mobile enabled website </li></ul><ul><ul><ul><li>.mobi = 23% </li></ul></ul></ul><ul><ul><ul><li>/wap – 22% (legacy) </li></ul></ul></ul><ul><ul><ul><li>/m – 13% </li></ul></ul></ul><ul><ul><ul><li>M. – 5% </li></ul></ul></ul><ul><ul><ul><li>/pda – 3% </li></ul></ul></ul><ul><ul><ul><li>+ /mobile, /wireless </li></ul></ul></ul>Source: http://www.mobilemarketer.com/cms/news/research/2988.html

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Mobile Domain Recommendations <ul><li>Incorporate auto-detection script that will serve correct version </li></ul><ul><ul><li>14% of mobile sites do this today </li></ul></ul><ul><li>Own all related domains for your brand – including .mobi </li></ul><ul><li>Be sure to follow W3C standards for development + ready.mobi assessment tool to ensure cross-device compatibility </li></ul>

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10 tips for designing for the Mobile Web <ul><li>Define specific purpose for the experience </li></ul><ul><li>Make the most important information instantly findable </li></ul><ul><li>Ensure there is relevance to the users </li></ul><ul><li>Don’t try to recreate the desktop experience in mobile </li></ul><ul><li>Build navigation that is intuitive… on every page </li></ul>

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10 tips for designing for the Mobile Web <ul><li>Think about leveraging LBS and other social tools in overall experience </li></ul><ul><li>Avoid frames, flash, and horizontal nav (unless you are on an iphone) </li></ul><ul><li>Leverage free online tools to test mobile “readiness” </li></ul><ul><li>Design for highest common denominator – per device and ensure you include an auto-detect script </li></ul><ul><li>Leverage creative and branding from other channels – but make sure you adopt & optimize it! </li></ul>

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Build your own mobile website in 5 minutes for free http://www.mobisitegalore.com

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2-D codes the near future of mobile marketing <ul><li>A 2-D code looks like a pixilated 1980s Ms. Pac Man game board </li></ul><ul><li>Extend & create a more interactive mobile experience </li></ul><ul><ul><li>Enter a contest </li></ul></ul><ul><ul><li>Get a coupon or gift certificate </li></ul></ul><ul><ul><li>Get product information </li></ul></ul><ul><ul><li>Apply for credit </li></ul></ul><ul><ul><li>Download movie trailor </li></ul></ul><ul><ul><li>Download music </li></ul></ul><ul><ul><li>Access information on a mobile website </li></ul></ul><ul><ul><li>Get directions to a location with a link to google maps (store locator) </li></ul></ul><ul><li>http://www.onedegree.ca/2008/03/time-to-decode.html </li></ul>

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Mobile Media <ul><li>Click-through rates are still over 3% </li></ul><ul><li>As high as 30% when offer is extremely relevant </li></ul><ul><li>Multiple channels possible </li></ul><ul><ul><li>SMS </li></ul></ul><ul><ul><li>iphone </li></ul></ul><ul><ul><li>Mobile web </li></ul></ul><ul><li>Ads must click through a mobile-enabled website </li></ul><ul><li>Click to call can also be incorporated </li></ul><ul><li>Yahoo, Quattro, Weather Network are top networks </li></ul>

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Bluetooth Facts <ul><li>Bluetooth is the global short-range wireless standard </li></ul><ul><li>1.5 billion Bluetooth-powered devices worldwide </li></ul><ul><li>13 million new Bluetooth devices shipping weekly </li></ul><ul><li>80 percent of mobile phones come with Bluetooth </li></ul><ul><li>Consumer awareness of Bluetooth at all time high </li></ul><ul><li>Response rates are typically 5-10% </li></ul><ul><li>iphone will support 2-way bluetooth starting this summer with version 3 of their platform </li></ul><ul><li>Many blackberries do not support 2-way bluetooth… yet </li></ul>

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How it works <ul><li>System performs search for Bluetooth enabled-phones within Mobile Media Zone </li></ul><ul><li>Identifies phone unique MAC address </li></ul><ul><li>Sends a permission message to opt-in to receive content </li></ul><ul><li>Multimedia content such as video, images and applications is sent to mobile phone </li></ul>

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Content Management <ul><li>Content Management System (CMS) responsible for the scheduling & distribution of content </li></ul><ul><li>CMS tracks and records user activity </li></ul><ul><li>Stores and logs activity in a database </li></ul><ul><li>Provides activity reports </li></ul>

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Mobile Trends that will impact consumer adoption: <ul><li>New entrants coming </li></ul><ul><li>Price is dropping </li></ul><ul><li>93% penetration by 2012 </li></ul><ul><li>All mobile phones will be smart phones by 2013 </li></ul>

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Questions? http://www.burningthebacon.com http://www.twitter.com/phryl