6. Mobile Marketing
The Mobile Landscape
Sharma, Chetan, Annual state of_global_mobile_industry_2012_Chetan_Sharma_Consulting. April 29, 2012
1.0
7. Mobile Marketing
The Mobile Landscape
What is Mobile Marketing?
1.0
…and, sales reels ‘em in.
unknown
Marketing hooks ‘em…
8. Mobile Marketing
Mobile Marketing Planning
Why A Plan?
• Serves as an ongoing, written Road Map
• Starts & sparks creative thinking
• Allows you to assign responsibilities and tasks
• Helps you make strategic decisions and
evaluate tactics
• Manage budget
• Manage program schedule
• Analysis of product/service
• Measure and track results
• Can be used for management buy-
in/consensus
• Cover yourself in difficult accountability
situations
Why Not?
• By the time you complete a
marketing plan, it will no
longer be relevant
• You’re simply too busy
• You’re already a marketing
expert and don’t need one
• You know your business and
your customers and it’s all “in
here” (your head)
• You’re a doer and not a
planner—heck, it’s worked
well up until now?
3.0
9. Mobile Marketing
TACTICS, METRICS & GOALS
• Decide on Your Strategy &
Integrated Marketing Tactics
• Set Sales & Marketing Goals
• Determine Your Budget
Tinyurl.com/6ys2waz
(see if you can identify the strategy, tactics and objective
of Tesco)
3.0
Mobile Marketing Planning
The Marketing Brief/Plan: Tactics, Metrics & Goals
10. Mobile Marketing
Content Strategy
What is it?
(Wikipedia) Content strategy
has been described as:
• "the practice of planning the
content creation, delivery,
and governance” and
• "a repeatable system that
defines the entire editorial
content development process
for a website development
project.”
3.0
Content strategists
should strive to
achieve content
that is
• readable and
understandable,
but also
• findable,
• actionable and
• shareable
in all of its various
forms.
http://webdesign.about.com/od/rss/a/rss-and-copyright.htm
13. Mobile Marketing
SnapShop Showroom: a wonderful AR application that
makes buying furniture or redecorating a room or house
much more convenient. **This one is very cool**
http://www.iphoneness.com/iphone-apps/best-augmented-reality-iphone-applications/
Content Strategy
Augmented Reality
3.0
20. Mobile Marketing
Who is your audience?
What kinds of phones do they have?
What are the capabilities of those phones?
What integrated marketing do you currently execute
where a mobile call to action can be included?
Do you have a budget for distribution of your
mobile content?
Discoverability & Promotion
6.0
21. Mobile Marketing
• Different mobile content distribution tactics
• Costs, benefits, opportunities
• Importance of discovery
• App stores, search and opt-in
• Beyond the App Store
QR Codes
SMS
Location-based (NFC)
Discoverability & Promotion
6.0
22. Mobile Marketing
• Existing (email newsletters, social media,
billing/invoices, packaging, other)
• New (email list rental, mobile list rental, app stores,
other)
• International (translated content)
Discoverability & Promotion
6.0
23. Mobile Marketing
• Existing (email newsletters, social media, billing/invoices, packaging, other)
• New (email list rental, mobile list rental, app stores, other)
• Some Examples: Display and Print
Discoverability & Promotion
Distribution of Content: The Old Fashioned
Way
6.0
25. Mobile Marketing
Some Examples: Point of Sale
Discoverability & Promotion
Distribution of Content: The Old Fashioned
Way
6.0
26. Mobile Marketing
Some Examples: Point of Sale
Discoverability & Promotion
Distribution of Content: The Old Fashioned
Way
6.0
27. Mobile Marketing
Case Study: Woofer Magazine
• An ePublication (online and iPad
ONLY) for music industry insiders
(musicians, moguls, super-fans, etc.)
• Distributed via targeted affiliates
(ASCAP, BMI, Epiphone, Broadjam,
Notion, etc.) for a cut of the revenue
• Marketed to 4M musicians and pros in
the industry ($2.99 without code/$1.99
with code)
• Goals: Cover Costs with enough
subscriptions and advertisements of
first issue to go to profitable
subscription model. To help earn
money for Affliate partners, etc.
Discoverability & Promotion
Distribution of Content: Affiliate Model
6.0
28. Mobile Marketing
Case Study: Woofer Magazine
• Are there any holes in this strategy?
• What are the obvious
advantages/disadvantages?
• What else should be done to
support sell-through penetration (on
a limited budget)?
• Do you think Woofer magazine has
a chance at surviving past the first
issue?
Discoverability & Promotion
Distribution of Content: Affiliate Model
6.0
29. Mobile Marketing
Discoverability & Promotion
Near Field Communication
6.0
34B
Tickets next 5 years (2014-2019)
48, 30,22% QR, NFC, SMS
Ticketing
Reitzen, Jarod, NFC Quickly Catching Up to QR Codes and SMS in Ticketing Market, Mobile Marketing Watch, Feb 17, 2014
30. Mobile Marketing
Discoverability & Promotion
Near Field Communication
6.0
http://www.jcdecauxna.com/sites/default/files/assets/innovate/documents/studies/nfc_by_gauge_mobile.pdf
32. Mobile Marketing
Discoverability & Promotion
Near Field Communication
6.0
Moving forward it will be the integration of added
value services, both from a user and service provider
point of view which will spur on additional market
growth,” explains ABI Research analyst Phil Sealy.
“Added value enablement is not limited to one
singular technology type with QR codes, mobile
wallets, NFC and dedicated apps all able to expand
offerings and provide platforms from which added
value can be enabled.”
Reitzen, Jarod, NFC Quickly Catching Up to QR Codes and SMS in Ticketing Market, Mobile Marketing Watch, Feb 17, 2014
33. Mobile Marketing
Discoverability & Promotion
Near Field Communication
6.0
Access Control / Mobile Key
• Ensure secured office area access for personnel with NFC phone and
contactless reader
• Use NFC phone to access to the hotel rooms
• Use NFC phone to board public transit
Advertising / Promotion
• Use NFC tags to deliver coupons
• Use NFC tags to deliver mobile apps
Asset Management
• Use NFC phones to read smart tags per product for inventory control
• Use NFC phone and tags to keep track of library books
Configuration Management
• Use NFC phone to configure settings on different devices; for example;
switching speaker on to play music in a particular setting; switching WI-FI off in
a particular setting.
From developer.att.com site…
34. Mobile Marketing
Discoverability & Promotion
Near Field Communication
6.0
ID Management
• Use NFC phones to authenticate a person’s identity for a loyalty program
• Use NFC phone for digital signature applications
Information Exchange
• Use NFC phones to exchange data or contact information
• Use NFC phones to exchange photos
Information Gathering
• Read product history from smart tag to NFC phone
• Use NFC phones to read patient history from smart card or phone-to-phone
Mobile Payment
• Secure payment with NFC phones at contactless POS
Reporting
• Use NFC phones to track patient visits
• Record activities performed by health care workers with NFC devices and
smart tags
• M2M cases by reading information and writing to the NFC tags
From developer.att.com site…
35. Mobile Marketing
Discoverability & Promotion
Near Field Communication – Smart Posters
6.0
http://www.jcdecauxna.com/sites/default/files/assets/innovate/documents/studies/nfc_by_gauge_mobile.pdf
36. Mobile Marketing
Discoverability & Promotion
Near Field Communication – Smart Posters
6.0
http://www.jcdecauxna.com/sites/default/files/assets/innovate/documents/studies/nfc_by_gauge_mobile.pdf
37. Mobile Marketing
Discoverability & Promotion
Near Field Communication – Smart Posters
6.0
http://www.youtube.com/watch?v=QUNVdgS4IHc
Wet N Wild NFC case study
39. Mobile Marketing
Discoverability & Promotion
Near Field Communication – Smart Posters
6.0
http://www.youtube.com/watch?v=FE2I6G2_ogk
Interactive Band Aids????
45. Mobile Marketing
iTunes App Store
• Closed system: Apple exerts
complete control over distribution.
• Apps can only be downloaded at
one point of purchase
• Superior development platform and
marketing exposure.
• Finite number of devices
Android Market (and more)
• Open development/distribution
environment.
• Multiple points of purchase (Amazon,
GetJar, etc.)
• Multiple development platforms
• Carrier/manufacturer agnostic
• Need to test on multiple devices
From Appolicious “Best Practices for Developing
and Marketing Mobile Applications”
Discoverability & Promotion
Distribution of Content: App Stores
6.0
46. Mobile Marketing
• Costs ($99 to be iOS developer)
• Shared costs with platform provide(i.e.
iOS 30%)
• Time to Market (approval, etc. can take
up to 4 weeks!)
• Some Developer Expertise
• Still have to promote
• Most are singular platform (except for
GetJar, for ex)
• Updates/changes/edits can be tedious
• Customer data (i.e. iOS does not provide
customer info or credit card info)
• Limited opportunities for sponsorship
inclusion
• Ease of use for customer to search,
find and download
• Potential for revenue/income
• Opportunity to be featured
• Stats and analytics (i.e. GetJar has
phone, platform, location, etc.
DISADVANTAGES ADVANTAGES
Discoverability & Promotion
Distribution of Content: App Stores
6.0
47. Mobile Marketing
“Unless you’re spending “preferred placement” dollars
to be in the top 10, your place in the App Store is akin
to being on a shelf in the IKEA warehouse. Without a
map or directions, it’s likely your app won’t be found.
SMBs need to look beyond app store distribution and
treat their mobile offerings as they would any other
marketing vehicle: part of an integrated approach
that ties closely to established business objectives.”
Discoverability & Promotion
Distribution of Content: Beyond the App Store
6.0
48. Mobile Marketing
• Short for “quick response” codes, were generated
in Japan a couple of decades ago.
• Bar codes are linear one-dimensional codes and
can only hold up to 20 numerical digits, whereas QR
codes are two-dimensional (2D) matrix barcodes
that can hold thousands of alphanumeric
characters of information. Their ability to hold more
information and their ease of use makes them
practical for small businesses.
• When you scan or read a QR code with your
iPhone, Android or other camera-enabled
Smartphone, you can link to digital content on the
web; activate a number of phone functions
including email, IM and SMS; and connect the
mobile device to a web browser.
http://www.socialmediaexaminer.com/how-qr-codes-can-grow-your-business/
Discoverability & Promotion
Distribution of Content: QR Codes
6.0
49. Mobile Marketing
Discoverability & Promotion
Distribution of Content: QR Codes
6.0
According to the findings of a new study
published by comScore MobiLens and the
Mobile Marketing Association, young males in
the United Kingdom are the individuals most
likely to scan QR codes.
50. Mobile Marketing
Discoverability & Promotion
Distribution of Content: QR Codes
6.0
Among the three million British mobile users who
have scanned QR codes, almost two thirds
(63%) were men, with women
making up the other 37%.
25 to 34-year-olds claimed the number one spot
among most likely QR code scanners with 18 to
24-year-olds coming in second. Those deemed
least likely to scan a QR code are 45 to 54-year-
olds.
51. Mobile Marketing
• QR code Generators – There are a number of sites for generating QR codes
and they’re all free. An Internet search for QR code generator will offer
many choices.
• Kaywa, a site created by Datamatrix, which is another pioneer of 2D
codes. You can use it to create QR codes that link to a web page, text,
phone numbers, or SMS.
• Another with even greater capabilities, including customizing the color
and format of your codes is Kerem Erkan.
• QR code Readers – The QR code reader app that works well on my iPhone is
i-nigma, which claims to be the most widely used reader in the world. It
accommodates virtually any type of camera phone. For the android, you
can also try Barcode Scanner. If you already own the popular price-
checking app Red Laser, they’ve recently adapted their technology to
accommodate QR code reading.
http://www.socialmediaexaminer.com/how-qr-codes-can-grow-your-business/
Discoverability & Promotion
Distribution of Content: QR Codes
6.0
52. Mobile Marketing
• Sharing
• Community
• Calls to
Action
• SEO and
Social Proof
• Analytics
http://www.socialmediaexaminer.com/how-qr-codes-can-grow-your-business/
Discoverability & Promotion
Distribution of Content: QR Codes
6.0
53. Mobile Marketing
Where
QR Codes could be used:
• The back (or front and back) of your
business card.
• Your brochures and other marketing
materials.
• The sides of trucks and trailers.
• Product tags and packaging
• Convention and event nametags
• Restaurant menus
• Event ticket stubs
• Point-of-sale receipts
http://www.socialmediaexaminer.com/how-qr-codes-can-grow-your-business/
Discoverability & Promotion
Distribution of Content: QR Codes
6.0
54. Mobile Marketing
What
QR Codes could link to:
• Installation instructions
• Sources for replacement parts and service
• Directions to your business
• The process for hiring your professional
services
• Valuable coupons and special offers
• Recommendations for complementary
products and services
• Free mp3 downloads
• Customer feedback forms
http://www.socialmediaexaminer.com/how-qr-codes-can-grow-your-business/
Discoverability & Promotion
Distribution of Content: QR Codes
6.0
55. Mobile Marketing
How you can you maximize your effectiveness with QR
codes:
• Provide explanations about their use and benefits
• Encourage actions that support your marketing plan
• Assuage the fears of the technically challenged
• Give reasons to come back
• Experiment with the size, location, and color of your
QR codes
• Study your analytics
• Make the process fun, such as a QR code scavenger
hunt
• Experiment
http://www.socialmediaexaminer.com/how-qr-codes-can-grow-your-business/
Discoverability & Promotion
Distribution of Content: QR Codes
6.0
60. Mobile Marketing
Discoverability & Promotion
Distribution of Content: QR Codes
6.0
http://adland.tv/commercials/condom08-qr-code-condoms-app-
promote-safe-sex-2011-case-study-sweden
63. Mobile Marketing
Discoverability & Promotion
Search
6.0
Ticketing
http://www.emarketer.com/Article/Desktop-Search-Decline-14-Billion-Google-Users-Shift-Mobile/1010668#wXmYBvTx8J5V0Lwf.99
Overall desktop ad
spending set to
decline in 2014 while
mobile grows
83.0%
64. Mobile Marketing
Discoverability & Promotion
Search
6.0
Ticketing
http://www.emarketer.com/Article/Desktop-Search-Decline-14-Billion-Google-Users-Shift-Mobile/1010668#wXmYBvTx8J5V0Lwf.99
In the scope of Google’s overall ad
revenues, mobile search is gaining
significant share. Up from 19.4% in 2013,
mobile search will comprise an estimated
26.7% of the company’s total ad revenues
this year.
Desktop search declined to 63.0% of
Google’s ad revenues in 2013, having
already fallen from 72.7% in 2012.
65. Mobile Marketing 6.0
• Objective: drive new and existing customers to
its locations.
• To add an incentive to get consumers to scan
the mobile bar codes, the restaurant chain
offered prizes.
• Offers in-store consumers the chance to win a
dream vacation to Maui for four, among other
prizes such as sporting goods and gift cards
when they scan the mobile bar code found
inside every restaurant.
• When consumers scan the QR code, they are
encouraged to enter the grand prize trip.
Customers are more inclined to scan QR codes
when there are prizes attached as incentives.
From Kat, Rimma, “Top 10 QR Code Campaigns for 2012,”
Mobile Marketer, July 9, 2012.
Discoverability & Promotion
Distribution of Content: Best Practice
66. Mobile Marketing 6.0
• Objective: drive engagement, support campaign
and facilitate mobile purchase behavior.
• Walmart partnered with Procter & Gamble on a QR
code campaign where mobile bar codes were
placed on bus shelters and trucks (NY & Chicago
mkts).
• Consumers were encouraged to scan and instantly
buy products from brands such as Tide, Pampers
and Gillette. Samples were also provided.
• The mobile storefronts featured nine limited-edition
Olympic SKUs, as well as mobile bar codes next to
products such as Bounty towels, Iams dog food and
Pampers Cruisers.
• When consumers scanned the QR codes, they
were redirected to Walmart’s mobile site where
they can buy the product.
From Kat, Rimma, “Top 10 QR Code Campaigns for 2012,”Mobile Marketer, July 9, 2012.
Discoverability & Promotion
Distribution of Content: Best Practice
67. Mobile Marketing 6.0
• Objective: build their database of customers
• To build its email database, Jamba Juice
placed QR codes on its in-store signage. In
addition to growing its database, consumers
can also opt-in to receive exclusive offers and
discounts by becoming an insider.
• When consumers scan the mobile bar code,
they are redirected to the company’s mobile-
optimized page where they can become an
insider.
Encourages consumers to enter their information
such as name, email, birthday, ZIP code and
mobile phone number. This lets the company learn
more about its customers and better target them
going forward.
From Kat, Rimma, “Top 10 QR Code Campaigns for 2012,”
Mobile Marketer, July 9, 2012.
Discoverability & Promotion
Distribution of Content: Best Practice
68. Mobile Marketing
Discoverability & Promotion
App marketing
6.0
(True or False)
“By placing my app in an app store, users will
automatically find it and my
app will be a success.”
70. Mobile Marketing
Discoverability & Promotion
6.0
“53 % of app downloaders learned about the
app through a search in the app store.”
“Half of app store searchers go straight to
top-rated category to browse and
34% sort by most popular.”
“54%of app downloaders prefer friends and
family recommendations on apps which
means that marketers should think about how
to use social media channels as much as
possible to aid in discovery.”
David Gill, VP of emerging media at Nielsen
Kats, Rimma, “App Discovery Still an Ongoing Struggle for Marketers,” Mobile Marketer, September 10, 2012
Search, Top-rated, Most Popular
and Friends & Family
71. Mobile Marketing
How will you stand out in a
crowded app market?
How will you get loyal users
(those that will monetize)?
How will you get
volumes of users efficiently?
Discoverability & Promotion
6.0
73. Mobile Marketing
Paid
• Targeted rich media display and search advertising designed to drive high-
volume downloads from users that have a high potential for long term
engagement
• Mobile SEM, Display, etc. (Cost per download/install)
• Examples: Google Search, Admob, Admodo, Greystripe, Millenial Media,
mAdvertise, AOL, Jumptap
Owned
• Optimization of app store landing pages, desktop websites, email, PR and
development of custom content and campaigns to raise awareness
• Appstore keyword visibility, App metadata, Categorical positioning, Brand
website, Twitter, Facebook, etc.
Earned
• Positive sentiment and word of mouth through social channels and influencer
outreach to raise awareness and increase engagement
• Directory submission, blogs, influencers, social, PR
• Examples: MacWorld, AppCraver, TechCrunch, AppShopper, Appstream
The Key to Successful App Marketing
Right Combo of Paid, Owned and Earned Media
6.0
Organic and
more long-term
engagement &
awareness
Drive initial
downloads
Pasqua, Rachel, “Mobile App Marketing”
74. Mobile Marketing
Different types of dedicated mobile
marketing vehicles:
1. Ad Networks (i.e. admob, Velti, appla)
2. Real-Time Bidding Exchanges (i.e.
mopub, Nexage, Smaato, Google)
3. Incentive Networks (i.e. FreemyApps,
Sponsorpay)
4. Premium Traffic (i.e. Pandora, The
Weather Channel and Twitter)
Discoverability & Promotion
Paid Media -- Where Mobile Users Are…
6.0
Fiksu “10 Big Brand Strategies for Mobile Marketing”
77. Mobile Marketing
Targeting is more difficult than online
Downloads don’t necessarily lead to loyal users
App store dynamics keep changing
Organic vs. Ad-driven users
Discoverability & Promotion
Challenges
6.0
Fiksu “10 Big Brand Strategies for Mobile Marketing”
78. Mobile Marketing
“Make sure they (customers) know
about your app through your
existing channels.”
“Marketers must arm themselves
with strong marketing technology.”
Discoverability & Promotion
Words of Advice
6.0
Kats, Rimma, “App Discovery Still an Ongoing Struggle for Marketers,” Mobile Marketer, September 10, 2012
79. Mobile Marketing
Discoverability & Promotion
Outsourced App Marketing Agencies
6.0
Kats, Rimma, “App Discovery Still an Ongoing Struggle for Marketers,” Mobile Marketer, September 10, 2012
80. Mobile Marketing
• Remember mobile marketing is about to engagement and response. Therefore, like any
other marketing tactic in your mix it’s important to promote your content and drive
discoverability and distribution.
• It’s important to keep in mind and/or take inventory of (as part of your mktg brief!):
Who is your audience?
What kinds of phones do they have and capabilities of those phones?
What integrated marketing do you currently execute where a mobile call to action can
be included
Do you have a budget for distribution of your mobile content?
• App stores are a great way to distribute your app. However, they come with advantages
and disadvantages. Most do little to promote discoverability for budget-conscious small
businesses
Some Disadvantages include single platform, costs, skillset, time to market, customer
data management, etc.
Some Advantages include: ease of use for customers, stats and analytic tracking
• SMBs need to look beyond app store distribution and treat their mobile offerings as they
would any other marketing vehicle: part of an integrated approach that ties closely to
established business objectives.
Discoverability & Promotion
Take-Aways
6.0
81. Mobile Marketing
• SMS, Location-based, App Search and QR codes are a few ways to promote your mobile
offering beyond app stores.
• QR Codes: Short for “quick response” codes, were generated in Japan a couple of
decades ago.
• Many practical uses for QR codes to distribute and promote discoverability exist (i.e.
Facebook likes, surveys/feedback forms, customer service/help desk, etc.)
• According to comScore Printed Magazines and Newspapers receive the highest
percentage of users who scan QR codes
Discoverability & Promotion
Take-Aways
6.0
Hinweis der Redaktion
1
6
7
8
9
10
11
Who is your audience? (new and/or existing customers, internal, other value chain stakeholders)
What kinds of phones do they have? (remember the demographic, HHI, and ethnic breakout of smartphones vs. feature phones vs. other)
What are the capabilities of those phones (text vs. QR vs. web access vs. app stores)
What integrated marketing do you currently execute where a mobile call to action can be included (i.e. print, social media, email newsletter, broadcast, other)
Do you have a budget for distribution of your mobile content?
Having recently used QR Codes in their direct mail catalog promoting a new fall denim collection Gap are now rolling out QR Codes in their stores. The QR Codes resolve to a ScanLife system mobile site where shoppers can see what style is best for their build and view peer reviews.
The code resolves to a video of Patrick Robinson, The GAP's head of design, discussing the the new jeans. A retailer like The Gap using QR codes will only increase awareness with consumers. Hopefully they will start using codes in the store!
Why?
No call to action
Too design-y
Doesn’t work
Doesn’t work
Doesn’t work
Who is your audience? (new and/or existing customers, internal, other value chain stakeholders)
What kinds of phones do they have? (remember the demographic, HHI, and ethnic breakout of smartphones vs. feature phones vs. other)
What are the capabilities of those phones (text vs. QR vs. web access vs. app stores)
What integrated marketing do you currently execute where a mobile call to action can be included (i.e. print, social media, email newsletter, broadcast, other)
Do you have a budget for distribution of your mobile content?