8. "NOTICE: Proprietary and Confidential
All the content of this document (text, figures, lists, financial information, graphics, design, diagrams, as well as other graphic elements
and/or audio and videos), whichever is the format used (paper or electronic), is confidential and proprietary to LIH. This document includes
ideas and information based on the experience, know-how, intellectual/creative effort of LIH. For these reasons, this material shall not be
used, reproduced, copied, disclosed, transmitted, transformed, commercialised or communicated, in whole or in part, neither to third parties
to the public, without the express and written consent of LIH”
http://mashable.com/2011/12/13/mobile-trends-2011/#view_as_one_page-gallery_box3467
http://www.slideshare.net/jeremiah_owyang/developing-a-mobile-strategy
http://www.mobilemarketer.com/cms/opinion/columns/11308.html
http://www.marketingdirecto.com/especiales/marketing-movil/por-primera-vez-en-la-historia-se-venden-mas-smartphones-que-ordenadores/
http://mashable.com/2012/01/02/text-messages-decline-worldwide/
http://onlinebusiness.volusion.com/cats/marketing-promotion-ecommerce/content-marketing
http://www.pocket-lint.com/news/38795/what-is-augmented-reality-ar
http://www.digitalfamily.com/mobile/app-v-web-Chart.html
http://www.slideshare.net/eMarketerInc/emarketer-webinar-mobile-advertising-and-marketingkey-trends-and-benchmarks-9925333
http://www.mobilemarketer.com/cms/opinion/columns/11811.html
http://www.rohitbhargava.com/2011/01/a-guide-to-geolocation-geosocial-marketing-in-2011.html
http://www.slideshare.net/dlin5/geo-loc-services01-4491918
http://www.roseindia.net/technology/LBS/types-of-lbs.shtml
http://en.wikipedia.org/wiki/Location-based_service
http://www.forbes.com/sites/ciocentral/2011/11/07/the-benefits-of-geolocation-marketing/
http://www.socialmediaexaminer.com/how-to-use-geolocation-in-your-marketing-initiatives/
http://www.youtube.com/watch?v=hpwiU5Kigic
http://www.slideshare.net/360digitalinfluence/ogilvy-on-how-to-use-foursquare-for-business
http://www.intomobile.com/2011/12/23/were-top-mobile-trends-2011-infographic/
http://thenextweb.com/socialmedia/2011/01/18/the-rules-of-geolocation-marketing/
http://www.youtube.com/watch?v=N2Q1BEC0mnk&feature=related
http://searchengineland.com/14-differences-between-smartphone-search-desktop-search-results-74687
http://www.digitaltrends.com/mobile/verizon-att-t-mobile-back-isis-mobile-wallet-system/
http://en.wikipedia.org/wiki/Near_field_communication
http://www.macrumors.com/2011/11/22/apple-on-track-for-nfc-enabled-iphone-in-2012/
http://techcrunch.com/2011/10/05/lack-of-nfc-in-iphone-4s-wont-impact-market-say-analysts/
http://creative.discovery.com/thedigitalist/?p=854
http://www.youtube.com/watch?v=N2Q1BEC0mnk&list=FLYTbOwyStXkmOte_UBO_vtg&feature=mh_lolz
http://www.taketheleap.ca/2011/12/the-medium-is-the-message/
http://searchengineland.com/local-search-a-multi-site-cross-platform-affair-report-86530
http://searchengineland.com/google-mobile-query-growth-dramatically-higher-than-pc-38203
http://searchmobilecomputing.techtarget.com/definition/mobile-search
http://mobruleblog.com/post/4206538682/infographic-state-of-mobile-marketing-2011 8
"NOTICE: Proprietary and Confidential
http://mashable.com/2011/11/10/smartphone-multi-tasking/
9. Main Objective
Outline available mobile
technologies so clear the
path for your mobile
strategy
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10. Today’s Discussion
• Why Mobile?
• Value Chain & Context
• Mobile Marketing Funnel
10
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14. Wireless Line Growth
Wireless
Landline
77% of Puerto Rico Population have a
Mobile Phone
Source: Junta Reglamentadora de Telecomunicaciones & TGI 14
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15. Type of Device
Regular Phone Smartphone Doesn’t Know / Not
Answered
Source: SME Puerto Rico - 2010 15
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16. Browse Mobile Internet
No Si
Source: SME Puerto Rico - 2010 16
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17. Media cannot live without
From the following, which cannot you live without?
Mobile
Internet
iPod
Cable TV
Local TV
Radio
Not Answered
Newspapers
Magazine
Source: SME Puerto Rico - 2010 17
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18. Generic Value Chain
Source: Chetan Sharma 2006 18
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19. Generic Value Chain
Source: Chetan Sharma 2006 19
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20. Basic Mobile Marketing Types
Connect
Messagin
Real Platforms LBS Ads
g
World
Location
QR Code / AR SMS Apps/Sites Based- Display/Search
Services
Thanks for visiting Six
Flags Magic
Mountain. We hope
you had a great time.
20
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21. What QR Codes are
21
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22. QR Codes
QR codes, or quick
response codes,
are two-dimensional
barcodes
QR code can be
produced on any
surface with
sufficient contrast
22
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23. QR Capabilities
• Offline:
Make Call
Automatic info to a
SMS
• Online:
Go to site
Watch video
Facebook Like
23
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24. Examples
24
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25. AT&T Parranda Commercial has
more than 15,000 video views 25
"NOTICE: Proprietary and Confidential
26. Take into consideration
Consider that consumer must have a
Scanning App in their phones
Know what and how many media
channel will be used
Branded or Unbranded
Development and testing might take between 2
days to a week (depending on variables)
Remember that the linked page must be
mobile friendly
26
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28. Technology now available for
consumers
28
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Source: Google Insight Trends for Website
29. Augmented Reality
Super-imposing of
computer generated
content over a live
view of the world.
What is does is to
enhance the world
around us
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30. Take into consideration
All this initiatives need that Consumers have an
Scanning App
Consider the production behind your tactic; so
as to be engaging and meet objectives
30
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32. Text Messages
32
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33. SMS/MMS Club
33
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34. SMS/MMS Club
Send Keyword to
Short Code
123456
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35. SMS/MMS Club
When subscribed
customers get
targeted Messages
Recuerda hoy Miércoles
estamos en Festival
Belleza de Plaza. Más info
35
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36. SMS/MMS Club
Festival de Belleza en
Sears. Ofertas e info en
m.MiSite.com
36
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37. Take into consideration
Who are my Consumers
SMS campaigns gatherLate Adopters?
Are they Tech-savvy or database and
start the conversation with consumer
Would from Set up investment an App or fit
Apart they download and use (short code,
better in mobile web?
system), also consider the cost of Messages
(MT) and Platform Maintenance
Are they still use Blackberry or have
Ensure complying with Advertising and
Opt-in guidelines andor iOS? to
move to Android easy way
Opt-out (legal)
Shall we use QR Code or Augmented
Development and testing might take around
Reality? Will they know?
2 - 4 weeks (depending on Carrier’s Short Code
approvals)
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38. Apps & Web
38
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39. Native App Web App
39
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40. App fragmentation
Source: E-Marketer Webinar – Feb 2011 40
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41. Native Vs. Web
Native App Web App
✓
Downloaded from the iTunes Store, the
Android Market, the Amazon Appstore,
or a similar service
If you want to publish to many devices at
once ✓
Flash animations (normal in
✓
If you want to create high-end interactive desktop) does not work on
games or other rich media with Apple (and other) devices,
advanced interactive features but HTML5 is becoming the
new interactive option
If you want to spend as little money as
possible . ✓
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42. Take into consideration
Users do not want to be overloaded by
content. They want what they want, when
they want it, and then they move on
Evolve from point+click to touch-and-
swipe. Take full advantage of the
new and simpler way that mobile users
interact with content
Are they still use Blackberry or have
move to Android or iOS?
42
"NOTICE: Proprietary and Confidential
43. Take into consideration
Mobile
Responsive
Design allows us
to adapt with ease
Mobile features to
Tablets
43
"NOTICE: Proprietary and Confidential
45. Location Based-Services
Location-Based
Service (LBS) is an
information or
entertainment
service and utilizes
the Global
Positioning System
(GPS) of the mobile
device
45
"NOTICE: Proprietary and Confidential
46. Location Based-Services
Local targeting
through geolocation
gives merchants the
tools they need to
get information for Thanks for visiting Six Flags
Magic Mountain. We hope
discount coupons, you had a great time. Come
back next for for the
upcoming Labor Day
online deals weekend and get 2 for 1
tickets.
46
"NOTICE: Proprietary and Confidential
47. Types of LBS
Created and generated direct by the
brand
3rd party LBD Platforms
47
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48. 3rd Party LBS
2 platforms currently
dominate the space:
Foursquare and
Gowalla
Although differences,
At their core, they
are very similar
48
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Source: Google Insight Trends for Website
49. 3rd Party LBS
49
"NOTICE: Proprietary and Confidential
Source: Google Insight Trends for Website
50. Take into consideration
Incentivize your most loyal brand
advocates
Create rewards and
reinforcements that meet your
business objectives
3rd Party LBSs are games above
anything else; be entertainment and
encourage social sharing
Effectively target consumers at the most
important point in the consideration cycle –
POS but also train your staff
50
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52. Mobile Ads
52
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53. Mobile Display Ads
Sold on Cost Per
Click (CPC), Cost
Per Impression
(CPM)
Platforms include
iAd (Apple), Ad Mob
(Google) and all
main Portals
53
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54. Banner + Video Custom Ads App Integration
54
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55. Shine on
iPad with
banner
55
"NOTICE: Proprietary and Confidential
56. Full ad
canvas with
multiple
videos
- Video
plays
automaticall
y
56
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57. Mobile CTR vs. Desktop CTR
57
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60. Mobile Search Ads
Users are much more
likely to be conducting
local searches for
information specific to
the area they're
connecting from
60
"NOTICE: Proprietary and Confidential
61. Mobile Search Ads
Less competition
vs. traditional
desktop search
Include Click-To-
Call and Click-to-
Map
61
"NOTICE: Proprietary and Confidential
62. Mobile Targeting Options
Geographic (by country,
State)
Demographic (age, gender)
By Platform (iOS, Android,
Blackberry)
Day and/or Time of Day
62
"NOTICE: Proprietary and Confidential
64. Medium & Context
Features What it means:
GPS Location-Aware
Intimate &
Touch
Interactive
Physical
Sensor (A/V)
intelligence
Personal &
Contacts
Social
Relevant at
Portability
POC
Source:Jeremiah Owyang - Presentation: Developing a Mobile Strategy 64
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65. Mobility Definition
‘Mobile’ refers to the user,
and not the device or the
application.
Source: Book - Designing the Mobile User Experience - Barbara Ballard 65
"NOTICE: Proprietary and Confidential
66. Who are my Consumers
Are they Tech-savvy or Late
Adopters?
Would they download and use an
App or fit better in mobile web?
Are they still use Blackberry or have
move to Android or iOS?
Shall we use QR Code or
Augmented Reality? Will they know?
66
"NOTICE: Proprietary and Confidential
67. Mobile Funnel
67
"NOTICE: Proprietary and Confidential
99. New Marketing Funnel
• SMS Short Codes
Awareness • QR/Image Codes
• Display/Search Ads
• SMS Alerts
Consideration • QR/Image Codes
• Display Ads
• Mobile site/Apps
Intent • SMS Geo-Fence
• Location-Based services
• Mobile Apps (Coupons)
• IVR/Click-to-Call
Purchase
• Mobile Apps (check-ins,
deposits)
• Mobiles Sites (FAQ, Info)
Support
• LBS 3rd Party
Loyalty • Mobile Apps
• SMS Alerts
Advocacy • Mobile Apps (i.e rewards)
99
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100. Starbucks mobile payment program exceeds
26M transactions
100
"NOTICE: Proprietary and Confidential
101. Starbucks mobile payment program exceeds
26M transactions
101
"NOTICE: Proprietary and Confidential
102. Final Takes
Understand how your audience interact with mobile and
integrated with media mix
Create opt-in database, as it is uniquely personal and
intimate medium and connected to your Customer
Relationship Marketing (CRM)
Let the message and product/company cycle choose the
medium and deliver several mobile tactics to provide a
mobile presence
Not only Marketing; Seek input from different departments:
marketing, sales, support and customer relationship
Measure everything
102
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107. Instagram
Instagram has been consistently growing in
PR; reaching up to 1,000 monthly
searches
Instagram Searches – Puerto Rico
Source: Google inc. 107
"NOTICE: Proprietary and Confidential
108. Instagram
Early adoption by designers, artist, photographer;
Trendsetters but extending to regular
consumers
Source: Google inc. 108
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1.- You need to prioritize the content on your mobile page. Organizations that throw too many links, images, videos and unrelated promos onto their site have mobile users running for the hills.
There is also others several technologies for determining the exact location of the mobile user. Here are some of the standard-based means for managing location information:GPSE911RFIDWi-Fihttp://www.roseindia.net/technology/LBS/types-of-lbs.shtml
There is also others several technologies for determining the exact location of the mobile user. Here are some of the standard-based means for managing location information:GPSE911RFIDWi-Fihttp://www.roseindia.net/technology/LBS/types-of-lbs.shtml
Devices that establish radio communication with each other by touching them together or bringing them into close proximity, usually no more than a few centimetresCould be used to turn mobile phones into mobile wallets, enabling consumers to make point-of-sale purchases with their cell phones just by getting them within a few centimeters of a point of sale terminal, instead of swiping a cardNot NFC Chips (tags) in iOS devices. NFC standardization issues have been one problem slowing adoption of the technology, but with 45 wireless carriers including AT&T and Verizon now signed on to a SIM-based standard, those issues may be reaching a resolution
Mobile Ads appears when you access the web through your mobile device
Traditional – can be Geolocated or Make a Call or Contact infoApps – banners can be mini-apps (i.e upload photo)
Landing Page must be fun, entertaining and engaging
Mobile Ads appears when you make a search query in a mobile search engine
Mobile Ads appears when you make a search query in a mobile search engineThe information that users search for on mobile devices is typically different from computer-based searches.
Mobile Ads appears when you make a search query in a mobile search engine
Starbucks’ brilliant mobile marketing, from conception to execution and measurement in a multichannel contextNamed 2010 Mobile Marketer of the Year, the highest accolade in mobile advertising, marketing and media.
running targeted mobile banner ads within Pandora’s iPhone application.The Starbucks ad reads, “Handcrafted refreshment is waiting.”
When consumers tap on the banner ad, they are redirected to a mobile landing page where they are encourage to swipe the icy screen to reveal their ideal refreshment.
After users swipe the screen, they can choose a drink – an iced coffee with milk or the Tazo shaken iced passion tea lemonade.Additionally, consumers can click on either drink to learn more about it and see what ingredients are used to make it.
“The best part of what they’ve done is how they organized the experience,” Mr. Limongello said.“They’re featuring the product and giving people a choice – you want to start with the easiest decisions,” he said. “It starts light and gets heavier.”
The Starbucks banner ad reads “Pay faster, sip slower” and runs along the top of the Flixster app.Consumers can then click on the ad to be redirected to Apple’s App Store and download the app."Starbucks' simple tagline is also smart because it gives a quick value proposition."
The Starbucks banner above a video featuring The NationalOnce users tap on the banner, it expands into a full-screen ad experience featuring images of various Starbucks beverages.
Consumers are asked to “Select a Starbucks drink below” and informed that they can “Learn more at MyStarbucksSignature.com.
Once users tap on their drink of choice, the next screen asks them to “Create your Starbucks Signature! With over 87,000 combinations of Espresso Beverages at Starbucks, you’re sure to find your signature.”The call-to-action is simply a button that reads “Create Yours.” Once tapped upon, users are able to sign or draw on a blank coffee cup by dragging their finger across the iPad screen.
After consumers complete their virtual signature, they are presented with the finished product, a coffee cup inscribed with their message or drawing.Users are given the option to create another one, browse the Signature Gallery to see what others have created or watch a video
Consumers can discover Starbucks holiday characters, which are found on the red cups, coffee bags and signage.
Once downloads the app; scan the red cups, holiday coffee bags or in-store signage by holding their device approximately 12 inches away from the item they are scanning.Then, once the animated characters appear, users can move their device left, right, up and down around the character.Consumers can also tap the character to interact.
The Starbucks Cup Magic app lets users share a snapshot of the holiday scene via email or Facebook.
When opted-in, O2 More customers are found to be within a geofenced area owned by Starbucks, those interested in food and drink receive a text message offering them money off Starbucks Via Ready Brew at a nearby branch.
One mobile coupon from Starbucks offers consumers 50-pence-off of their Via purchase.More than 1,500 geofences were created for Starbucks across Britain.the mobile messages contain unique alphanumeric discount codes that are trackable at the user level or the vendor level to keep track of redemptions. The partners may add a mobile bar code element down the road.
The SMS call to action is featured in a small framed poster.The call to action is positioned near the drink counter so that when consumers wait for their drinks they can text-in to be part of the My Starbucks Rewards program
Consumers can text-in to learn more about the program
When consumers tap on the link, they are redirected to a mobile-optimized page where they can register their Starbucks cardWhen users register their card they can protect their balance incase their card is stolen, earn rewards with each transaction, set up Auto-Reload for their card, view transaction history and transfer balances between their cards.Consumers can also download the My Rewards iPhone and Android application to keep up with their accountSMS is a great medium to engage consumers and helps marketers build their database.
The effort coincides with a limited-time in-store promotion kicking off today with Starbucks offering a special edition of Lady Gaga’s new CD, “Born this Way.”
Consumers will also be able to stream the entire album today from the in-store Starbucks Digital Network.Participants in “SRCH” have to follow a series of clues to locate and claim prizes that have been scattered across the digital universe.With each round of completion, participants have the chance to win Starbucks online gift cards that vary in value, along with many other prizes.
Starbucks has rewarded visitors who check in to multiple locations on Foursquare with a Barista badge, and their most loyal customers with a $1 off mayors special.Hey Starbucks fiends, Foursquare has another badge just for you! Starbucks is celebrating its 40th birthday this week and when you earn this badge, you will also be entered to win a $40 Starbucks card
Starbucks has rewarded visitors who check in to multiple locations on Foursquare with a Barista badge, and their most loyal customers with a $1 off mayors special.Hey Starbucks fiends, Foursquare has another badge just for you! Starbucks is celebrating its 40th birthday this week and when you earn this badge, you will also be entered to win a $40 Starbucks card
Starbucks has exceeded 26 million mobile transactions since the launch of its mobile payment program in January 2011In the first nine weeks of the program there were 3 million transactions. In comparison, for the nine-week period starting in October there were 6 million transactions. The data shows that there has been a significant jump in customer adoption and use.
Currently, the top five U.S. cities that have adopted the Starbucks mobile app include New York, Seattle, San Francisco, Chicago and San Jose.
During the 2010 Academy Awards, traffic on Yahoo! Mobile increased 12% on average during commercials, while Yahoo! Mobile Front Page activity bounced up by 39%. Even more impressively, mobile browsing activity rose by 125% on Yahoo! News, Yahoo! Search registered a 13% hike and email activity grew by 6%.ii