1. mobile marketing101 what you need to know to start planning for mobile & case studies of success BOLO 2009 October 13, 2009 Photo credit: Apple & me
6. Mobile Marketing & Mobile Advertising The paid announcement of a persuasive message where such communication is delivered to a mobile phone or other mobile device. The act of using mobile to market you product or service. Photo credit: Phandroid.com
7. So, what’s the difference? What’s the difference? Photo credit: stuartpilbrow
8. It’s the relationship. Mobile marketing, the brand owns it. Mobile advertising, a third-party owns it. Photo credit: Felix Kirsch
9. Mobile Marketing & Mobile Advertising Encompasses all marketing to mobile subscriber activities, including direct, proactive, permission-based messaging and voice promotions and mobile enhancement of traditional and digital initiatives. Examples: SMS, MMS and VR campaigns, mobile-optimized sites (WAP, iPhone), Bluetooth & Wi-fi campaigns Placing a marketing message or call-to-action with any of the consumer paths on the mobile channel. Examples: Mobile search, mobile banners, bluetooth & wi-fi campaigns Source: Mobilemarketer.com
22. Metrics for Messaging (SMS) # of subscribers # of interactions/responses # of conversions HELP / STOP (opt-out) stats
23. Metrics for Mobile Site site traffic traffic referrals time spent on site repeat visits bounce rate user paths shopping cart abandonment, conversion, sales (if ecommerce enabled)
24. Metrics for Applications # of downloads device type sessions active users time in application user paths, features used version connection type If commerce is available… conversion rate preferred products average shopping cart size abandonment
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26. Dedicated short-code can cost $15-30k, per year. Shared short codes are significantly cheaper . Research prices & compare.
36. Build from the ground up $5-20k, depends on depth of site.
37. Applications, downloadable programs that run on your phone, designed for the specific platform iPhone, Palm Pre, Google Android, Blackberry & all Windows phones.
52. Less costly than direct mail, slightly more expensive than email, but “worth the effort given the response rate.”
53. Sonic parlayed this into a large-scale, localized mobile program.Photo credit: me
54. Case Study: Kraft iFood Application Brand: Kraft Foods What did they want to do? Get branded recipes in the hands of consumers at point-of-purchase. How did they execute? Developed iPhone application called the iFood Assistant. Leverages Kraft recipe database to provide easy access to over 7,000 branded recipes, shopping lists with store locator, mobile recipe box and videos and more. App cost $0.99. What were the results? The iFood app cracked Apple’s coveted Top 100 Paid Apps. Lesson learned—consumers are will to pay for your mobile efforts as long as there is a legitimate payoff for them. Think of the data. Kraft can understand when and how consumers shop, what they are making and which ingredients resonate with them. Photo credit: KraftFoods.com
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56. Television commercials with graphics at the bottom inviting viewers to learn more about the Hooters Mobile Club.
57. Text WINGS to 36832What were the results? 32% increase in sales in the markets tested Photo credit: Hooters.com
58. This is only the beginning… mobilemarketer.com mobilemarketingwatch.com mobilecrunch.com #mobile on Twitter