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Blueliner: What We Want from Mobile Marketing

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In August, 2010, Blueliner gave this presentation on mobile marketing, which focuses on the tremendous growth of mobile web usage, how consumers are using their mobile devices, and what people expect from mobile marketing.

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Blueliner: What We Want from Mobile Marketing

  1. 1. Blueliner Marketing Mobile August 18, 2010
  2. 2. Intro to Blueliner <ul><li>Digital Marketing, Design, and Development agency </li></ul><ul><li>Headquarters in NYC, with offices in India and Bangladesh </li></ul><ul><li>Affiliated with </li></ul>
  3. 3. Pillar 1. Web Design (UX, IA, Branding) Pillar 2. Search Engine Optimization Pillar 3. Online Advertising (PPC, CPM, CPA) Pillar 4. CRM (Relationship, Email Marketing) Pillar 5. Social Media Pillar 6. Mobile Marketing Pillar 7. Web Analytics The 7 Pillars of Internet Marketing TM Page SEM
  4. 4. Interactive Marketing Clients Page California Closets (Lifestyle) Completely Bare (Beauty) IZOD Men’s Fragrance (Beauty) Bogner (Fashion) Allied Home Mortgage (Real Estate) New York Video School (Education) 401kid (Finance) Robert’s Grove (Travel) Guardian Water & Power (Energy) Morningside Translations (Translations) Blueliner is one of the most reputable digital marketing agencies in New York. We have built successful social, mobile and search campaigns for the following clients: Medical Hair Restoration (Medical) KBA Lease (Real Estate) Russia Today (Media) SogoTrade (Finance) Icebreaker ( Fashion) Lufthansa (Travel) Chaa Creek Resort (Travel) Evolution Shift (Media) Bid on the City (Real Estate) Red Clay Media (Marketing)
  5. 5. Mobile Usage (US) <ul><li>77.4 million mobile web users </li></ul><ul><li>1.5 trillion text messages in 2009 (5 billion/day) </li></ul><ul><li>24.2 billion MMS messages in the last half of ‘09 (250% growth compared to last half of ‘08) </li></ul><ul><li>Hispanic and African American audiences lead in mobile data usage* </li></ul>*Recent Pew Internet & American Life Foundation study.
  6. 6. Platforms and Devices <ul><li>19% of mobile phones sold in 2010 are smartphones </li></ul><ul><li>54.7 million smartphones shipped globally in the first quarter, up 56.7% from the year-ago quarter </li></ul><ul><li>Projected to grow to 25% by 2013* </li></ul><ul><li>*ABI Research </li></ul>
  7. 7. Mobile Marketing Landscape <ul><li>SMS, Display, Search still dominate spending </li></ul>
  8. 8. Trends <ul><li>Growth of Smartphones </li></ul><ul><li>Checking in </li></ul><ul><li>Rewards/Coupons/Discounts </li></ul><ul><li>Experimentation with new technologies </li></ul><ul><ul><li>QR Codes </li></ul></ul><ul><ul><li>Augmented Reality </li></ul></ul><ul><ul><li>Location-based discounts, contests, sweepstakes (Geotoko) </li></ul></ul>
  9. 9. Mobile is the Connector <ul><li>Your mobile is always with you; you are always on </li></ul><ul><li>Mobile is how we connect the digital world with the real world </li></ul><ul><li>What do we really want from mobile? </li></ul>
  10. 10. Utility <ul><li>Email </li></ul><ul><li>Search </li></ul><ul><li>Task-Oriented Apps </li></ul><ul><li>Maps </li></ul><ul><li>Communication </li></ul>
  11. 11. Coupons and Discounts <ul><li>Mobile Coupons will continue to grow rapidly </li></ul><ul><li>Can deliver to nearly all mobile phones </li></ul><ul><li>In demand from consumers </li></ul><ul><li>Trackable, measurable </li></ul>From PromotionalCodes.org.uk
  12. 12. Entertainment <ul><li>Your mobile is with you when you’re bored </li></ul><ul><li>Games </li></ul><ul><li>Mobile Web </li></ul><ul><li>Music </li></ul><ul><li>Social </li></ul>
  13. 13. Real-Time Decisions <ul><li>What are my friends doing? </li></ul><ul><li>Where should I eat? </li></ul><ul><li>Can I get a better price? </li></ul>
  14. 14. Case Study: Russia Today <ul><li>Russia Today recently launched a new social network for the Middle East market </li></ul><ul><li>Blueliner ran search, social & mobile campaigns through 7 Middle Eastern countries </li></ul><ul><li>In 3 months, Russia Today attained over 3 million unique visitors via search and mobile strategies, including extensive SMS marketing to the Arabic-speaking youth demographic. </li></ul>
  15. 15. Case Study: Lufthansa <ul><li>Lufthansa contest targeting food enthusiasts in South Asia </li></ul><ul><li>Contest invites users to submit their favorite recipes and get friends to vote for their recipe </li></ul><ul><li>Recipe with the most votes gets 2 round-trip tickets to India along with a 2-night stay in India at a renowned hotel </li></ul><ul><li>Reaching this audience using online display and mobile marketing </li></ul><ul><li>Blueliner also created a mobile version of the campaign microsite </li></ul><ul><li>Launches mid-September </li></ul>
  16. 16. Case Study: Near to Here <ul><li>Blueliner consulted on the hugely successful iPhone app, Near to Here. </li></ul><ul><li>Launched on December 18, 2009, Near to Here has already been downloaded thousands of times, was featured in TechCrunch, CNBC, LA Times, the Travelocity blog, and many other top blogs and publications. </li></ul><ul><li>In early 2010, Near to Here was the top selling travel app in the App Store. </li></ul>
  17. 17. <ul><li>Text HAITI to 90999 to donate $10 to relief </li></ul><ul><li>Simple, accessible program made donating quick and easy </li></ul><ul><li>Over $32 million was raised via mobile </li></ul>Hits – Donate to Haiti via SMS
  18. 18. <ul><li>Provides an important utility to their customers </li></ul><ul><li>Keep skiers/snowboarders in the branded environment </li></ul><ul><li>Links to shop and find a store to drive sales </li></ul>Hits – North Face Snow Report app
  19. 19. Misses – Calvin Klein QR Code Billboard <ul><li>Calvin Klein replaces NYC billboards with QR Code </li></ul><ul><li>Must take a picture of the code to unlock a :40 commercial </li></ul><ul><li>Asking too much, but giving too little </li></ul>
  20. 20. <ul><li>The canvas is smaller </li></ul><ul><li>Test your mobile site on all popular devices </li></ul><ul><li>Entertainment is good, usefulness is better </li></ul><ul><li>Allow people to interact with the campaign in different ways – not everyone has an iPhone </li></ul><ul><li>Mobile is most effective when integrated with other media </li></ul>Things to Keep in Mind for Mobile
  21. 21. <ul><li>Chris Walbert </li></ul><ul><li>Web: www.bluelinerny.com </li></ul><ul><li>Email: [email_address] </li></ul><ul><li>Twitter: @blueliner | @cwalbert </li></ul>Thank you!