Intro to mobile technology

Phone: (248) 470-3257
Introduction to Mobile Technology Email: Linda@StrategicGrowthConcepts.com
Twitter: twitter.com/StrategicGrowth

Using Mobile Technology
to Grow Your Firm’s Revenue
& Assist Your Clients

Sponsored by:

Introduction to Mobile Technology 2011 1

Phone: (248) 470-3257

Today’s Presenter: Linda Daichendt
CEO, Strategic Growth Concepts
A marketing / management consulting firm

Founder, Mobile Technology Association of Michigan (MTAM)
A Michigan-based trade association for the mobile industry

Co-founder Mobile Monday Michigan
A networking organization for those interested in Mobile Technology

Co-host, ‘The Mobile Marketing Review’
A podcast series about the international Mobile Marketing industry


Phone: (248) 470-3257


Phone: (248) 470-3257

Mobile Technology Overview
How can it be utilized in your
business to increase productivity and
profitability?


Phone: (248) 470-3257

Business Uses of Mobile Technology
• Marketing / Advertising; mobile coupons, loyalty cards, redemption
vouchers, discount offers, product videos / photos / audio, surveys,
contests
– (SMS, MMS, QR codes, mobile web, mobile apps, GPS, Bluetooth, voice messaging)
• Customer service; helpdesk, order processing – direct communication
– (SMS, mobile web, voice messaging)
• Inventory management
– (QR codes, Bluetooth, mobile apps)
• Production
– (GPS, Bluetooth, QR codes)
• Accounting; submitting expenses, mileage, client orders, client payments
(or clients’ customer payments), client reporting
– (SMS, mobile web, mobile apps)
• Field sales; quotes, order processing, order deposit processing
– (mobile apps, mobile web, Bluetooth, GPS)

Phone: (248) 470-3257

Our Emphasis Today
Mobile Marketing


Phone: (248) 470-3257

Importance of Mobile Marketing
Why is it important to include Mobile
Marketing as part of the overall
marketing strategy?


Phone: (248) 470-3257

Mobile as the primary consumer device
Worldwide mobile vs. PC penetration

5.0 B vs. 1.1 B
ABI Research, July 2010

Preferred Consumer Device of U.S. Internet Users by Generation

Mobile #1

Mobile Computer TV Other

Source: Accenture “Get Ready: Digital Lifestyle 3.0” Oct 2008, based on Dec 2007 survey


Phone: (248) 470-3257

Texting is the #1 function used on cell phones; not voice calls
Average Number of Monthly Calls vs. Texts Among U.S. Subscribers1

2006 2007 2008

1 = “The Short Code Marketing Opportunity”, Dec 2008, citing a Q2 2008 study, Nielsen Mobile


Phone: (248) 470-3257

Why Mobile is an Important Channel
• Studies Show:
– Industry estimates indicate that by 2013 the U.S. will top 100% per
capita penetration of mobile phone use
– 84% of mobile phone users keep their mobile device within 10 feet of
them at all times; therefore they are easily accessible
– Consumer use of the Internet via mobile phone has increased over
1200% in the last few years
– 97% of consumers read text messages within 15 minutes of receipt, and
respond to them within 1 hour
– Average response rate to a mobile offer is between 12 – 15%; though
many firms are seeing response rates exceeding 60%
– 38% said they had taken action based on mobile ads
– 30% said mobile ads had led them to share information
– 22% said mobile ads had influenced a purchase decision

Introduction to Mobile Technology 2011
Nielsen Mobile, 2008; ABI Research, 10

Phone: (248) 470-3257

More About Mobile’s Importance
• 1/3 of mobile searches are tied to local
• 27% of U.S. mobile web users have clicked on a mobile ad
• 53% of mobile users would share their location to receive
relevant ads
• Mobile coupon redemption is 10X that of traditional coupons
• B2B mobile marketing to grow from $26 million in 2009 to $106
million in 2014
• By 2015, more than 50% of mobile users will participate in mobile
banking

Sitewire, June 21, 2010 Introduction to Mobile Technology 2011 11

Phone: (248) 470-3257

Mobile Media Usage is Soaring
• 1 out of every 7 minutes of media consumption today (from
traditional media) takes place via mobile devices
• 95% of the respondents said they used mobile media to fill
downtime
• 82% said they use it at work, 81% use it while shopping, 80% use
it at home, 65% use it while commuting to their jobs
• 77% of those polled in the research said they use TV and mobile at
the same time to enhance the overall media-consumption
experience
• 55% of mobile users follow brands across multiple media
• 56% said they have been driven to mobile from other media
• 42% said they have been driven from mobile to other media


Phone: (248) 470-3257

Why Is Mobile Important to the Marketing Mix?
Consumers (and advertisers) are leaving traditional media…

U.S. Media Performance Q1 20091
Radio TV Newspapers Yellow Pages Internet

Percentage
Change vs.
Prior Year’s
Quarter

1 = BIA/Kelsey 2009 Introduction to Mobile Technology 2011 13

Phone: (248) 470-3257

And They’re Moving to Mobile!
US Residents

Do you, personally, have a cell
phone?
Yes No
NOTE:
Total US Residents 93% 7%
Employed Residents 92% 8% Mobile market
Men 87% 13% penetration in Europe
Gender
Women 86% 14% is over 140% due to
Under 45 94% 6% ownership of multiple
Age
45 or older 82% 18% devices; the U.S. is
< $50,000 82% 18% moving in the same
Household Income
> $50,000 95% 5% direction.
Northeast 89% 11%
Midwest 82% 18%
Region
South 89% 11%
West 85% 15%
Marist Poll National Residents "N=1128 MOE +/- 3%". Totals may not add to 100 due to
rounding.


Phone: (248) 470-3257


Phone: (248) 470-3257

Mobile Activities by Generation

Gen Y (14-26)

Gen X (27-43)

Boomers (44-62)

Source: Deloitte, State of the Media Democracy, Fourth Edition.


Phone: (248) 470-3257

The Consumer Viewpoint

What do consumers think about
mobile, and how are they using it?


Phone: (248) 470-3257

Consumers Interest Level in Mobile Advertising

73%
I’m interested in
receiving coupons via
SMS or MMS.

13% I don’t want this.
Source: Yankee Group, “Mobile Commerce for the Holidays” Nov 17, 2009


Phone: (248) 470-3257

What Consumers Think about Mobile Advertising


Phone: (248) 470-3257

The Growth of Mobile Coupons


Phone: (248) 470-3257

How do you want to receive mobile coupons?

Source: Insight Express. Digital Consumer Portrait. Q2, 2010

21

Phone: (248) 470-3257

What do U.S. Consumers Think About Mobile Marketing?


Phone: (248) 470-3257

Consumer Thoughts on Specific Mobile Options


Phone: (248) 470-3257

Mobile’s Impact

What effect has the growth of the
mobile channel had on marketing
strategies and other media channels?


Phone: (248) 470-3257

Text Messages Have Exceptional ROI
Director of Research, Nielsen:
6X Higher
People look at every Than Email
text message they get.
…and 97% do so within 15 minutes
7.2%

Email 1.2%

Texting
Nielsen Mobile, 2008

Phone: (248) 470-3257

How Consumers Utilize Mobile

Adobe Mobile Marketing Study 2010

Phone: (248) 470-3257

SmartPhone vs. Feature Phone Affect on Mobile Media Use


Phone: (248) 470-3257

Top 20 Mobile Content Categories Among Active Users


Phone: (248) 470-3257

Use of Mobile Categories by Age

Adobe Mobile Experience Survey, October 2010

Phone: (248) 470-3257

Use of Mobile Categories by Gender

Adobe Mobile Experience Survey, October 2010

Phone: (248) 470-3257

Types of Mobile Marketing Available

What are the options that companies can use
to incorporate mobile into marketing strategies
for themselves and/or their clients?


Phone: (248) 470-3257

Use of mobile marketing is exploding among brand names
A few of the better known names succeeding in mobile marketing


Phone: (248) 470-3257

The Most Common Mobile Options
SMS

Mobile sites
#1
Applications From: 244326
Adoption

WagsWiskrs:
Emerging as Get $10 Off Dog
Mass Medium groom & fluff
Thru Fri only

STOP to Opt-out
Richest
Experience

Powerful Simple
21% use 55% use 77% use
Source: Kelsey 2009; 54.5M Mobile Web Users in 2009 33

Phone: (248) 470-3257

SMS Examples


Phone: (248) 470-3257

MMS Examples


Phone: (248) 470-3257

Mobile App Examples


Phone: (248) 470-3257

Mobile Website Examples

View our mobile sites at:

http://GoMobileMichigan.org

http://m.StrategicGrowthConcepts.com


Phone: (248) 470-3257

QR Code Examples


Phone: (248) 470-3257

Mobile Banner / Video Ads


Phone: (248) 470-3257

Mobile Commerce


Phone: (248) 470-3257

Additional Types of Mobile Marketing

• Bluetooth (short-range [33 feet] wireless
technology)
– Also known as “proximity marketing”
– the localized wireless distribution of
advertising content associated with a
particular place. In other words, if you
have a cell phone in the proximity of a
marketing broadcast, you would be able to
receive the message or ad.
• Location-based Marketing
– delivers multimedia directly to the user of
a mobile device dependent upon their
location via GPS technology
• Voice / IVR (interactive voice response)
• Mobile SEO


Phone: (248) 470-3257

Benefits of Mobile Marketing
• Immediacy • Interactivity

• Affordability • Marketing Campaign Integration

• Distribution • Quantifiable

• Response Rate/Effectiveness • WOW Factor

• Personal /Targeted • Viral Potential

• Mobility/Reachability


Phone: (248) 470-3257

Want to See a Mobile Marketing Demo?

SMS (Texting) Campaign

Text the Keyword JOINNOW to 57711 and follow the instructions


Phone: (248) 470-3257

QR Code / Mobile Website
To scan this QR code, you will
need a free QR reader, which
you can download from your
smart-phone’s app store.


Phone: (248) 470-3257

• Mobile websites
Customized
• Mobile applications
Mobile Solutions • Simple SMS systems that enable:
are Available, – Auto responders
– Push campaigns
Including: • Complex SMS systems that enable:
– Higher level of customer data retrieval
– Double opt-in
– Text2Win campaigns
– Text2Survey programs
– Loyalty programs
• QR codes (branded & non-branded)
• Business productivity services
• Mobile banner ads
• Managed mobile services
• And much, much more!


Phone: (248) 470-3257

How We Can Help Your Firm Take
Advantage of Mobile Technology
As a Certified Mobile Solutions Provider, we can:
• Identify the appropriate Mobile Technology Services vendor(s) to provide the requested
services
• Negotiate services rates / terms with Mobile Technology Services vendors
• Upon approval of negotiated Mobile Technology Services rates / terms; set up accounts
with selected vendors.
• Facilitate customized mobile solutions; coordinate w/ internal IT staff
• Work with selected vendors to provide all necessary Mobile training to your staff
• For Mobile Marketing re-sell services, provide Mobile Strategy & Pricing consultation to aid
you in developing your Mobile Marketing service line
• Technical support as required; coordination with vendor should a technical issue occur that
cannot be resolved with our assistance


Phone: (248) 470-3257

QUESTIONS?

Contact us via the phone, email or Twitter info above to get started using Mobile!

Intro to mobile technology

Empfohlen

Empfohlen

Weitere ähnliche Inhalte

Was ist angesagt?

Was ist angesagt? (19)

Andere mochten auch

Andere mochten auch (6)

Ähnlich wie Intro to mobile technology

Ähnlich wie Intro to mobile technology (20)

Mehr von Lunch Ann Arbor Marketing

Mehr von Lunch Ann Arbor Marketing (20)

Intro to mobile technology