Anglum Group Mobile

MOBILE MARKETING

March 2012

The Anglum Group LLC

Seven Unique Benefits of Mobile
1. The mobile phone is personal
• Respect for privacy and permission is exceptionally important
2. The mobile phone is always carried
• Messages can be read and acted on immediately
3. The mobile phone is always on marketers
• Marketers need to be even more sensitive with their marketing communications
4. The mobile phone has a built-in payment system
• Consumers are willing to pay for services and content on their mobile
5. The mobile phone is available at point of creative inspiration
• Mobile as a useful tool in viral campaigns based on consumer generated content
6. The mobile phone can provide audience measurement
• Aggregated data provides profiling/segmenting opportunities for targeting
7. The mobile phone captures the social context of media
consumption
• Rich data that can be used to both create/market products, content and services


Mobile Marketing Facts
• 2 billion mobile subscribers worldwide in 2009, projected to be 6
billion by the end of 2012

• 969 million mobile subscribers in North America

• 80% of the market is owned by the top four carriers
– AT&T, Verizon, Sprint, and T-Mobile

• Market research shows that consumers are very attached to their
cell phone; it’s usually the first thing they check when they wake up
and the last thing they check before going to bed

• The average person uses their phone to make call, send text, send
photos, surf the internet or check their e-mail
– And in that order!
Fast Company – May 8, 2009


Mobile Marketing Facts
• 91% of mobile phone owners keep their phone within one meter,
24 hours a day

• 13% of mobile users both recall and respond to mobile ads, while
16% view the ads but do not respond

• At least 50% of mobile phones worldwide are on a prepaid or pay-
as-you-go type of contract

www.quirk.biz – May 2009


Getting Ready to Mobile
• There are far more mobile devices than PCs
– In Europe alone, there are four times more handsets than PCs
– In some countries, there are more handsets than people
• Mobile lets you reach people all across the world
– Many of whom may never own a PC
– It’s not just in the U.S., it’s global
• The vast potential of the mobile web is due to the way people
think about and use their mobile devices
– They are always on
– They are always at hand
– They are always personal
– They are rarely shared
• No other marketing medium can say any of these things, much
less all of the above


The Power of Mobile Marketing
• Mobile web is a powerful new medium for achieving all sorts of
marketing goals, including:
– Reaching new audiences who may never visit a PC website or spend
hours in front of a TV
– Deepening relationships by finding new ways to reach customers and
new ways to inform or entertain them
– Delivering new services including things you can only do (or would only
want to do) on a mobile
– Demonstrating your brand values: mobile campaigns say you’re young,
innovative and customer-oriented
– Tying in with wider campaigns: completing your integrated campaigns
– Selling stuff: as mobile transactions skyrocket, there’s plenty of
potential to make the sale right from the handset
• In short, there’s not a lot you can’t do with a mobile website and
mobile campaigns


How to Develop a Mobile Strategy
• Determine the communication
– Leverage existing channels that you already utilize with customers
• E-mail, direct mail, POS advertising, banners, web site, print
• Get them to interact or respond via their mobile.
• Clearly state the basic steps required to engage with you
• Launch your mobile campaign as an integrated campaign
• Understand the cost
– Costs are incurred by retailer and customer
– Multiple MO and MT
• Allow the customer to choose
– Customer opts in
– Customer right to privacy
– Clear direction on how to opt out
• Allow the customer to manage the communication
– Subscriber has mechanism to tell when/how they receive messages
– Manage/limit messaging to a reasonable number


How to Develop a Mobile Strategy
• Manage the customer data with respect
– Data should be used to drive segmentation and personalization and
to tailor the message to the interest of the consumer
– Leads to less perception of spam issues
– Will make the content more relevant and valuable to the consumer
– Commit to not share the consumer information with others
• Make the offer relevant and valuable
– Make sure that the offer is something of value in return for the
objective of the communication campaign
• Respect the protocol of communication
– State very clear your offer, securely manage the data you are
leveraging and add value/relevance to market
– The more you engage with the customer, the more loyalty and trust
will be created which will enable you to engage with them with mutual
and beneficial outcome


10 Mistakes in Mobile Marketing
• Mistake 1: Treating Mobile Users Like PC Users
– Mobile users don’t want to navigate many levels of your website
• Think about the kinds of things you want to do when you are out and
about
– You want fast access to relevant information
– You want services that recognize you’re on the move
– You want location-aware, activity-specific experiences
– Limit choices. Take the content that’s relevant to a mobile user and
discard the rest

• Mistake 2: Ignoring Limitations of the Mobile Device
– Don’t treat the mobile device like a desktop PC – there are limitations
that marketers need to keep in mind
• The screen is smaller - a fraction of the screen size of a PC
• There’s no mouse - moving up/down is fine, but navigating a screen is no
fun
• There’s no printer - so don’t ask people to print things out
• The keyboard is limited - keep the typing to a minimum
• Bandwidth may be restricted - keep pages, images and file sizes small
• Megabytes sometimes cost money


• Mistake 3: Failing to Exploit the Device Capabilities
– A mobile device can do things that PCs can’t do
• Phone…invite a call (and make it a link)
• Camera...let customers send you their photos or enter picture contests
• Video camera…short films that tie into your brand, campaign themes or
values
• Text messages...ask for short bits of feedback, input, votes, polls, opinions,
blurbs and blog posts or let them easily share your content with friends
• Location-aware...make special offers when users are nearby; lead them to
the nearest shop; trigger instant, location-specific offer
• Micropayment device...there are many ways to make the mobile complete
the transaction on the spot
• Send email...help people alert friends and share their new mobile
experiences
• Music player...share a tune, a podcast or a ringtone
• Video player...show a trailer, promo or full commercial
• Calendar...so people can “mark that date” right away, before they forget
• Browser...so your mobile campaigns can link to proper mobile websites


• Mistake 4: Using a .com Name for a .mobi Experience
– Your URL says a lot about your mobile website.
– If you use one of the dozens of variations of .com (like
xyz.com/mobile or m.brand.com), you’re sending a message to your
audience before they even visit the site: you’re saying “dotcom
thinking practiced here.”
– A .mobi name says “this site was designed from the ground up as a
mobile experience.”

• Mistake 5: Using Frames and Other Bad Habits
– Frames don’t work well in mobile design because most devices don’t
support them, and they cause usability problems
– Think portrait, not landscape
– Use a single column with text that’s left justified.
– Use a second-level domain name like yourbrand.mobi - there are
fewer characters to type so users get to you faster


• Mistake 6: Failing to Test the Site for Mobile Readiness
– Manually check your site in the real world
– Use an automated checking tool that combs over every line of code

• Mistake 7: Hiding Your Mobile Web Site
– Make your site searchable
• You won’t get an entry in the search engines for m., mobile., wap but you
do get one for .mobi – your mobile home page
– Make your site guessable
• When customers don’t know they guess “yourbrand.com” and when looking
for your mobile website, they guess “yourbrand.mobi”
– YourBrand.mobi is the most guessable name for mobile sites
• It’s also a Trustmark for quality and usability


• Mistake 8: Not Actively Promoting Your Mobile Site
– Many great mobile sites are largely under-promoted
– Your customers are closer to their mobile device than to a PC
– The more you promote the mobile experience, the more people will
turn to it
– People can only spend time on your site if they know it exists!

• Mistake 9: Running Mobile Campaigns Without a .mobi
Presence
– Successful mobile marketing means building a dynamic .mobi and
running campaigns that link to it
– SMS campaigns and banner ads on mobile sites should have a
click-thru to your mobi site


• Mistake 10: Serving the Same Content in the Same Way to
Every Mobile Device
– The desktop web has one dominant “client” technology: Windows
– Mobile web has thousands of permutations of device, operating
system, chip and firmware
– Content that works perfectly and looks great on one device can crash
or look poor on another
– Create device-aware .mobi sites that serve up content optimized for
each device
– Tools exist to help solve the device diversity problem

mobiThinking.com – June 2008


Additional Best Practices
• Focus on functionality within the platform
• iPhone, Blackberry, Palm, Android, etc
• Make sure there is a match for what their company offers and what
their customers need
• What value am I bringing to the customer with this app?
• If none, then results will likely be very counterproductive
• Must be able to answer “What does the customer want?”
• Don’t equate mobile and young consumers
• Neilsen published numbers that show there are just as many iPhone
user 55+ years old as there are 13-24
• Applications and strategies must be useful, engaging, and leverage
the capabilities of the device
• Mobile apps should not be just clones of the main company .com
website
• A well designed user interface makes using the application both fun
and functional


Target Mobile Gift Cards


Example: Best Buy
• Homepage is neat, well laid out and has been kept simple
• Major categories in the store are represented by images, which
aids quick scanning
• Search box is placed prominently on the page
– Underneath, the five menu options allow users to see the latest
deals, review the shopping cart or find a local Best Buy store
• Clicking one of the images will open up the sub-categories
– You can normally find the product you want in four or five steps
• Loading a long list of products was slow
• The search option returns accurate results
– Lack of options to filter and sort product results is a flaw


Example: Best Buy
• Product pages are very good
– Information is clearly laid out and kept simple
• Integrated with Google maps/directions using GPS
• Navigation very slow – even using Wi-Fi
• Login in process/info was same as bestbuy.com
• RewardZone tool within app directed to normal website
– Not optimized for mobile
– Separate iPhone app exists for RewardZone
• Idea X simply points to website
• Settings are very intuitive and helpful
• IdeaGiftr is well organized and sleek
– Navigation is slow
– Recommendations interesting
• Mix of mobile optimized and traditional web


Example: Best Buy


Example: Pizza Hut
• Planning began in 2008
• Entire executive team switched to iPhone
• Originally allowed SMS ordering
– Phone number links to online profile
• Tells app delivery address
• Method of payment
– Allowed aliases to be assigned to different orders
• Current app leverages many iPhone attributes
– Geo-location for the nearest store
– Tilting feature allows ordering with pepperoni on just half
– Shacking feature applies sauce to chicken wings
– Two finger pinch feature changes pizza size


Example: Pizza Hut
• Mobile and web apps tied to workforce records
– System know staffing level at specific location
– Create and delivery time is adjusted based upon workforce at nearest
store
– When store is closed, no orders can be placed until manager logs onto
the system
• Extensive mobile app analytics
– Allow them to know which sales are mobile app generated
– Flags purchase pattern changes coming from mobile app
• Useful, engaging and leverages the capabilities of the phone


Example: Pizza Hut


Example: eBay
• Designed to fit on your small screen and into your pocket
• Optimized for mobile, doesn’t offer the same functionality in the
same way as the desktop counterpart
– Keep tabs on your stuff in 'My eBay'
– Search for and view item details
– Bid and Buy it Now
– Pay for your purchases with PayPal
• Offers a better browsing and buying experience and offers a
streamlined version of the 'conventional' eBay
• Web and the mobile site use the same infrastructure and mirror
each other – are in sync and up to date
• Payments - offered the opportunity to create a mobile only PIN,
which makes paying even faster in future
• Text Alerts allows you to stay up to date with the status of the
listing you are bidding on or watching


Example: eBay
• eBay Deals application is a tool for finding and buying the best
deals on eBay
• Swipe and flick through all of the best deals
• Create, edit, and save your personalized
• Allows you to share the items you find on your favorite social
network
• Upcoming releases will enable you to further refine your deal
searches and set alerts for your best deals


Example: eBay


3835 Susan Lane, Suite 201
Minnetonka, MN 55345
952.270.7986
www.anglumgroup.com

Anglum Group Mobile

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