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Introduction to Mobile Marketing - for Marketers

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Internal presentation that was put together to update & educate on current mobile marketing opportunities as marketers.

Includes stats and landscape details of the Canadian market and predictions for what comes next.

Publicado en: Tecnología, Empresariales
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Introduction to Mobile Marketing - for Marketers

  1. 1. Introduction to mobile marketing
  2. 2. Evolution of the mobile phone (click for movie)
  3. 3. 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>
  4. 4. <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
  5. 5. 1 billion people have access to the Internet via their computer
  6. 6. 1.2 billion televisions world wide
  7. 7. Over 4 Billion Mobile Phones World Wide!
  8. 8. 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>
  9. 9. <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: </li></ul>
  10. 10. 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>
  11. 11. 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>
  12. 12. 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
  13. 13. 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>
  14. 14. App stores
  15. 15. Designing for mobile
  16. 16. 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>
  17. 17. … 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>
  18. 18. The difference side by side
  19. 20. .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.
  20. 21. .mobi thinking is not .com thinking
  21. 22. 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:
  22. 23. 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 + assessment tool to ensure cross-device compatibility </li></ul>
  23. 24. 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>
  24. 25. 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>
  25. 26. Build your own mobile website in 5 minutes for free
  26. 27. 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> </li></ul>
  27. 28. 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>
  28. 30. 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>
  29. 31. 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>
  30. 32. 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>
  31. 33. 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>
  32. 34. Questions?