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360i Mobile Marketing Playbook

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360i Mobile Marketing Playbook

  1. 1. FOREWORD P. 3 ACKNOWLEDGMENTS P. 5 1 OVERVIEW P. 72 PLANNING IN MOBILE MARKETING P. 153 SEARCH P. 204 SMS MARKETING P. 275 ADVERTISING P. 326 SOCIAL MARKETING P. 437 APPLICATIONS P. 518 COMMERCE SHOPPING P. 679 PARTING thoughts P. 80 GLOSSARY P. 84CONTRIBUTOR The Future of Mobile Content & Commerce p.11 by Noah Elkin, Senior Analyst, eMarketer ARTICLES The Nail for Social Media’s Hammer p.48 Interview with Mickey Alam Khan, Editor in Chief, Mobile Marketer How Mobile Marketing Can Fuel Buzz and Engagement for Entertainment Brands p.63 Inverview with Valerie Brown, Director of Consumer Marketing, Bravo Mobile Innovation: What the U.S. Can Learn from Japan p.77 by Naoki Muramatsu, VP, Digital Business Development, Dentsu Holdings USA
  2. 2. FOREWORD by BRYAN WIENER CEO, 360 s this the Year of Mobile? For over a decade this Mobile is perhaps one of the most exciting andI proclamation has turned out to be premature, givingmarketers ample reason to be skeptical. The difference revolutionary forms of media to flourish over the last decade, as it builds exponentially on thelooking forward to 2011 is that this is the first time that groundbreaking changes brought on by search andconsumer behavior and mobile platforms have reached social. While the PC Internet is completely divorcedsufficient scale for mobile to move beyond an emerging from the physical world, mobile breaks down thesemedia tactic for mainstream marketers. walls and brings the power of the Internet into the real world in real time.Mobile is finally experiencing its tipping point as oneof the critical components of the digital marketing Imagine you’re in the grocery store, and you can easilylandscape, much like search marketing experienced look up a product’s ingredients, compare the price ofin the early 2000s and social marketing during the products in the aisles with those in neighboring stores,past few years. Nielsen reports that within a year, check other customers’ reviews, and see how popularsmartphone adoption will exceed the adoption of a product is with other shoppers in your area. Thissimpler, feature phones. We’re coming to a point is a vision of our not-too-distant future. If someonewhere the majority of phones – and consumers – will has access to information anytime and anywhere, howhave Internet connectivity wherever they go. does that change the way consumers think about blog.360i.com twitter: @360i 3
  3. 3. your brand and the way you have to interact with them Mobile Marketing Playbook is to help marketers:as a marketer? This brings both opportunities and • Work within a framework for establishing a set ofchallenges to existing business practices – much like clear objectives for their mobile marketing strategythe Internet did. • Move beyond the checklist approach with a filter for evaluating the myriad of opportunities within mobileRather than seeing this as a daunting prospect, consider • Think of ways to use mobile to merge online andthat mobile allows consumers to bring their digital lives offline strategies, as a hub that bridges the gapwith them wherever they go. This also means that we no • Encourage a dialogue about what matters inlonger have to silo our marketing efforts; the opportunity mobile now, and what’s ahead for this new andfor cross-channel integration and truly rich multiplatform exciting mediumbrand experiences has never been greater. As always, we welcome comments, critique, debate,The accelerated intersection of mobile, local, social and discussion – you can find us on Twitter (@360i orand commerce across the online and offline worlds @bwiener), Facebook (facebook.360i.com) or on ourmeans things are going to change incredibly quickly. blog (blog.360i.com).That’s why we’ve put together this Playbook – toprovide a foundation and framework for approaching Happy reading,the changes ahead. In 2009, we issued our SocialMarketing Playbook for similar reasons and it received atremendous response with more than 50,000 downloadsto date. We hope that this Mobile Marketing Playbook willbe as valuable for marketers looking to make senseof the current mobile landscape and arm themselves Bryan Wienerfor the innovations ahead. Specifically, the aim of the CEO, 360i4 MOBILE MARKETING PLAYBOOK Foreword
  4. 4. ACKNOWLEDGEMENTSSeveral individuals graciously lent their time and talents to the production of the MobileMarketing Playbook. We’d like to take this opportunity to thank them for their contributions.To our featured columnists: Valerie Brown, Eugene Chung, Noah Elkin, Mickey Alam Khan andNaoki Muramatsu – thank you all for sharing your keen insights with us and our readers.Thanks also to the 360i team who wrote, edited, designed and managed this Playbook:Philip Basile, David Berkowitz, Amanda Bird, Brian Blakely, Carleejean Cook,Natan Edelsburg, Laura Frizzell, Jim Gulsen, Lara Hejtmanek, Sarah Hofstetter,Chris Humber, Kolin Kleveno, David Levin, Tanya Nam, Katie Perry, Brett Sanderson,Jesse Shaver, Sarah Sikowitz, Benny Simon, Paul Stadnyk and Chang Yu.And advanced thanks to the readers of this Playbook who are moved to comment, share,critique, tweet, scan, blog or generally discuss the contents herein. We encourage youto reach out and share your thoughts directly with us anytime at editor@360i.com, viafeedback on our blog at blog.360i.com or on Twitter @360i.Share the Mobile Marketing Playbook: twitter facebook del.icio.us digg email blog.360i.com twitter: @360i 5
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  6. 6. OVERVIEWTEN REASONS MOBILE MARKETING MATTERS RIGHT NOWThere’s so much buzz about mobile marketing that it’s easy to dismiss it, or to check off a fewmobile tactics and say you’re doing enough with mobile.Here are the top ten reasons why mobile matters right now. They illustrate why marketersneed a comprehensive mobile roadmap as part of their integrated communications plan to takefull advantage of the exciting opportunities ahead.1 Your customers most likely own and use 3 Mobile Internet usage is taking off, mobile devices. making it easier and imperative for marketers Market research firm comScore reports that as to connect mobile with their digital marketing of May 2010, 234 million Americans age 13 and programs. eMarketer reports that there are more older are mobile subscribers. That’s more than than 85 million U.S. mobile Internet users, and 90% of the U.S. population. about half of mobile phone users will use the mobile Internet within a few years.2 Mobile data usage keeps rising, with Americans especially fond of texting. Nearly 4 Smartphone penetration is increasing two-thirds (65%) of mobile subscribers text, to the point where brand marketers can deliver according to comScore, while the Pew Internet rich experiences through pocket-sized devices. & American Life Project reports teens 12 to 17 Nielsen reports that within a year, smartphone communicate each other daily with texting more adoption will roughly match adoption of feature than through any other channel – including talking phones (the more basic, functional phones with face-to-face or on the phone. limited web and app capabilities). blog.360i.com twitter: @360i 7
  7. 7. U.S. Smartphone Penetration & Projections 90% 80% Feature Phones 70% 60% 50% ( Projections) 40% 30% Smartphones 20% 10% 0% Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 ‘08 ‘08 ‘08 ‘09 ‘09 ‘09 ‘09 ‘10 ‘10 ‘10 ‘10 ‘11 ‘11 ‘11 Source: Nielsen5 Smartphone competition is expanding the 6 Mobile is designed to be the most audience that can access rich content. integrated marketing medium the world Mobile ad network AdMob noted U.S. ad has ever known. impressions on Google’s Android operating system Along with the integration of the various channels reached 46% of the total in March, compared to within mobile, to be most effective mobile should 39% for the iPhone operating system, marking integrate with as many other kinds of media as the first time Android surpassed the iPhone. Also are included in a campaign or program, including consider Myxer, which has served 34 million online, TV, radio, print and out of home. Mobile consumers 1.3 billion downloads of free mobile devices are always on and accessed everywhere, content. Skewing toward a younger audience, it has and the portability alone makes mobile unlike any seen a disproportionate share of downloads and other form of media. Mobile marketing has near traffic coming from BlackBerry devices. BlackBerry limitless potential to contribute to and build on has proved especially popular with this demographic other marketing programs. in large part thanks to the interest in BlackBerry Messenger (BBM), its instant messenger service.8 MOBILE MARKETING PLAYBOOK Overview
  8. 8. 7 Mobile is great for branding line. InsightExpress further quantified some of these thanks to several factors: deep engagement, effects, showing strong performance across brand minimal ad clutter and new and constantly metrics for marketers in six vertical industries. evolving advertising experiences. Dynamic Logic found that its mobile MarketNorms across 9 Mobile marketing is more than just a single various brand metrics consistently surpassed marketing channel. online norms. Consider online marketing, where search, video and social media are all very different disciplines.8 Mobile marketing matters in any vertical, The same is true of mobile, and these various with any goal. A consumer packaged goods forms tend to intersect. Coupons can be delivered marketer can use mobile display and video ads for via text messages that link to mobile barcodes. branding, SMS for couponing and applications for Mobile display ads often promote applications. consideration. Retailers can similarly use mobile Mobile social marketing programs can include in different ways, whether they’re trying to drive video and mobile search, and tend to run in consumers to the store or launch a new product conjunction with a range of other promotions. Mobile vs. Online 25% Mobile Online 20% Percent Impacted 15% Delta (∆) 10% 5% 0% Aided Brand Advertising Message Brand Purchase Awareness Awareness Association Favorability Intent Source: Dynamic Logic MarketNorms for Online, last 3 years through Q4/2009, N=2,461 campaigns, n=3,713,053 respondents; Adinex for Mobile Norms through Q4/2009, N=74 Campaigns, n=69,524 respondents Delta (∆)=Exposed-Control blog.360i.com twitter: @360i 9
  9. 9. 0 The twenty-first century is the century of as the number of text messages sent annually mobile. rises well into the trillions and mobile ad spending The “year of mobile” phrase is played out, nears the billion-dollar mark. The past few years of but it has been true for some time now. The innovation have brought the iPhone with its continual International Telecommunication Union wrote improvements, pervasive Android devices and in its 1999 Annual Report, “If 1999 was the year of mobile social services that have consumed much the Internet, it was also the year of mobile cellular.” of the bandwidth of the mobile Web. The milestones Since then, there have been several milestones will keep coming at a breathtaking pace. Campaign Effectiveness – Brand Metrics by Vertical Mobile Index Against Online November 2007- December 2009 20% CPG Entertainment Travel Technology Automotive Retail 15% 10% 5% 0% Unaided Aided Mobile Ad Brand Purchase Awareness Awareness Awareness Favorability Intent Source: Insight Express10 MOBILE MARKETING PLAYBOOK Overview
  10. 10. THE FUTURE OF MOBILE CONTENT COMMERCE by NOAH ELKIN SENIOR ANALYST EMARKETER emember when ringtones were all the rage? No access to that content ecosystem within a few clicks.R one thought twice about dropping $3 to get 15seconds of a song because it was a quick and easy But carrier decks were walled gardens by another name, and ultimately that translated into constraintsway to personalize your phone. Indeed, through for the end user.2007, revenues piled up for music publishersand wireless carriers alike thanks to the rush to The launch of the iPhone in June 2007 made thosepersonalization, peaking at more than $700 million, constraints more apparent. Although it was by noaccording to SNL Kagan. means the first web-enabled phone, the iPhone broke new ground as a content-consumptionMuch of this purchasing activity took place “on device. The built-in Safari browser brought adeck”– the categorized links that came bundled with desktop-like experience to mobile, unlocking aweb-enabled phones. Carrier decks offered benefits world of media experiences that previously hadto users and marketers alike. First, they enabled been imperfectly realized at best. Integration withmarketers to place content and applications with easy first the iTunes Store and subsequently the Appreach, meaning users did not have to engage in long Store gave consumers new options for accessing(and, at the time, expensive) browsing sessions to find music, games and video on their mobile devices,music, games, news or weather. Second, purchases and new modes for marketers to engage theirconveniently went right on users’ phone bills, putting audience with branded applications. blog.360i.com twitter: @360i 11
  11. 11. The success of Apple’s Apple’s model of tight integration between hardware, software and services has helped to ignite the iPad, and the anticipated mobile value chain, spurring adoption of devices with dramatically improved feature sets. At the end of Q1 launch of other tablet- 2010, Nielsen found that just under 25% of the U.S. style form factors, will mobile subscriber population had a smartphone. That number is forecast to rise to 49% by Q3 2011, as further consolidate device manufacturers and wireless carriers increase their marketing push to graduate users to higher-value media consumption on devices and data plans. The success of Apple’s iPad, and the anticipated launch of other tablet-style form mobile devices. factors, will further consolidate media consumption on mobile devices. Increased smartphone ownership is driving growth in mobile Internet usage. According to eMarketer projections, 142.1 million mobile users, representing12 MOBILE MARKETING PLAYBOOK Overview
  12. 12. 54% of the U.S. mobile user population, will access At the same time, the combination of increasinglythe web from their mobile devices in 2014, up from ubiquitous broadband access and the steady migration85.5 million in 2010. of content to the “cloud” means that mobile consumers are moving more in the direction of “accessing” contentContent consumption will likewise increase at a rather than owning it, emulating a trend begun onrapid pace. By 2014, eMarketer predicts that U.S. the desktop with software and services. Paid andmobile gamers, music listeners and video viewers ad-supported streaming services such as Pandora,will number 94.9 million, 52.2 million and 56.7 YouTube and Hulu offer access to vast content librariesmillion, respectively. Moreover, what these mobile that would be far costlier to replicate through purchases.content consumers buy and how they buy it is This shift heralds the rise of subscription and pay-per-also evolving, driven in part by advances in mobile use payment plans and boosts the potential of ad-devices and networks and in part because of supported and hybrid monetization models.broader secular developments in digital content.For example, mobile users are talking less than ever Bottom line: Consumers will continue to pay forbefore and using more data-centric functions such content on mobile devices. But whom they pay, whatas texting and social networks to communicate. they pay for and how they pay for it are starting to evolveThe decline in voice calling has hurt ringtone sales. as quickly as the devices on which they consume it. blog.360i.com twitter: @360i 13
  13. 13. 2 Pl IN ANMA MO NIN RK BIL G ET E IN G
  14. 14. Planning in Mobile MARKETINGCREATING AN INTEGRATED MOBILE MARKETING PROGRAMWhen planning a mobile marketing program, questions will arise as to which channels, tacticsand vendors are most appropriate to incorporate. Marketers can embark on a mobile plan byanswering four questions that lead to a much broader number of decisions involved in figuringout how to make the most out of mobile. These questions together comprise the MobileMarketing Strategic Lens.1 What are your goals for mobile Answering these questions at the onset will marketing? help ensure mobile fulfills its potential What are your Are your goals centered more as part of your marketing plan. GOALS for mobile around branding or direct marketing? response marketing? Do 2 How is your audience you need massive using mobile? reach for the mobile Does it follow How is your Beyond talking, what are program to be mobile marketing AUDIENCE consumers doing with effective? What BEST PRACTICES? using mobile? their mobile devices? does the end result Which handsets and look like if the mobile operating systems are they program is successful? How can you most likely to use? Are they What kind of commitment use your ARSENAL likely to text, take pictures, search, will you make upfront in terms of in mobile? play games, use social media, read the staffing and budget allocated? news, look for local businesses, surf Do you have the time to fully optimize the web, download apps, scan barcodes the program? Are you seeking massive or participate in other activities? With what scale for impressions, clicks, engagement or other media, including traditional media, does app downloads within a brief campaign flight? your target audience engage? It’s critical to blog.360i.com twitter: @360i 15
  15. 15. understand your audience and how they are Using research and insights to uncover utilizing mobile when creating your plan. opportunities in mobile Forrester Research called 2010 the “year that every3 How can you use your arsenal in mobile? firm needs a mobile strategy.” Understanding the What assets do you have that might make sense to current mobile landscape, relevant consumer trends, incorporate? Do you have stores or other channel and what competitors are doing will help you avoid partners? Do you have apps or a mobile-friendly wasted dollars and increase the impact your program website? What other digital branded experiences has on the target audience. do you have, perhaps across social networks? Mobile bridges digital and physical worlds, so Consumer insights consider tangible, real-world assets: products, out- As consumers increasingly rely on their mobile devices, of-home or print ads, retail stores and live events. understanding audiences’ motivations in mobile and aligning strategies to these new and changing behaviors4 Does it follow mobile marketing best will result in the most effective programs. Specifically, practices? this means defining the mobile persona of your target. Does the program adhere to how consumers With limited screen real estate to leverage, having a deep are using mobile media? Does it use the understanding of your customers’ mobile usage and functionality of mobile devices? Does the motivations will allow you to offer true value exchange experience translate well both to the smaller that will delight - rather than distract - your audiences. screen size and then the broader real-world landscape where consumers use their mobile The types of intelligence that will help paint a picture of devices? What kind of value does it provide to your consumer’s mobile persona include: the consumer – information on a new product or service, entertainment, or a discount on • The size and composition of your mobile merchandise, among many other options? audience: - How many consumers can you reach within your Marketers who have read 360i’s Social Marketing target demographic? Playbook may notice some similarities between - What are trends for how your target audience the lens above and the Social Marketing Strategic indexes with mobile usage? Lens, which is also discussed in the section on Mobile Social Marketing (see page 43). The tenets • Operating system and handset usage: of both are similar, but each lens is designed to - Does your target use iPhone, BlackBerry or Android address the specific demands of its respective devices? marketing discipline. - How are adoption rates trending for each?16 MOBILE MARKETING PLAYBOOK Planning in Mobile Marketing
  16. 16. Understanding Mobile UsageMobile Activity for Moms Online Activity Index Composition of Target Text Message – Sent/Received 120 73% Picture Mail – Sent/Received 128 43% Access Internet 121 29% Download Application 111 14% Download Game 110 11% Watched Any Video 112 7% Internet Purchase 103 6% Moms over-index heavily for sending and receiving picture mail and gaming, but the most popular non-voice use of mobile for this segment is texting. Source: Nielsen/NetRatings @Plan• Usage insights - understanding how your consumers use their devices: Relative Share of Operating Systems - Which mixture of SMS, e-mail, mobile web, for Females 25-34 with HHI 75K+ applications and other mobile channels do (June 2010 – 3 month average) they use? - When are consumers engaging with mobile? Blackberry, 46% What days and dayparts show the most activity? Apple, 25% - How much time do consumers spend using their Android, 12% mobile devices? Windows Mobile, 9% - What are their go-to mobile sites and Palm, 6% applications? - How prevalent is search usage? Symbian, 2% - How likely are they to use geolocation services? - How likely are they to play games? - Do your consumers complete transactions via The most common device for females mobile devices? How do they shop? 25-34 is the Blackberry, followed by Apple’s iPhone. - Do they extend their multimedia consumption Source: comScore MobiLens (music, video, etc.) to mobile? blog.360i.com twitter: @360i 17
  17. 17. Resources for gathering syndicated research include is evolving, new marketing models are beingcomScore, Nielsen//NetRatings, the Mobile Marketing developed, and devices are quickly acquiring newAssociation and Forrester Research. features and functionality. When planning a mobile program, look at the most recent data, but alsoCompetitive intelligence try to discern trends at least six months ahead toGiven the nascent nature of mobile marketing tools see what’s coming. Events such as a new iPhoneand techniques, it can be very beneficial to study what release, offers from different mobile providers,other marketers are doing. There’s no need to limit new entrants in the tablet market and fast Androidyourself to direct competitors either. It may be just as growth can be taken into account when developingvaluable to learn from others in the category as well as a forward-looking mobile program. Testing newfrom other industries to see how various marketers are opportunities now can lead to a sizable advantagereaching their audiences via mobile channels. in the longer term.Syndicated tools such as comScore offer detailed Conclusionperspectives on what other marketers are doing in The near ubiquity of mobile has made it necessarymobile. These tools often include information on for any brand that regularly interacts with consumersbrands and industries that are the most active in to consider a mobile marketing strategy. But mobilemobile, with overviews of the creative they’re running marketing doesn’t have to be a mystery. Taking theand what publishers they partner with. time to investigate the landscape, examine consumer interactions with their devices and monitor competitiveStaying ahead of the curve moves will reduce the unknowns and provide a solidResearch, especially in an emerging arena such base on which to launch, test and optimize an effectiveas mobile, is not a one-time endeavor. The market mobile program.18 MOBILE MARKETING PLAYBOOK Planning in Mobile Marketing
  18. 18. 3 MOSE BI AR LE CH
  19. 19. Mobile sEARCHKEY FACT Google mobile search volume is up 500% in past 2 yearsGOALS IT ACHIEVES Sales, purchase consideration, drive to store, content downloadBEST INTEGRATION POINTS Applications, mobile shoppingAs mobile devices have become more sophisticated and easier to use, mobile search hasbecome the starting point for consumers on the go. It’s often a good entry point for marketersjust getting started with mobile campaigns, and it only becomes more important for marketerswith a fully developed mobile presence. Build on an online search program by understandingthe best ways to use mobile paid search and search engine optimization.Mobile paid search • Shorter search queries means there are greaterAccording to the Kelsey Group’s Mobile Market View demands for relevancy and understanding intent.Report, nearly 60% of all activities on mobile devices • The constantly accessible devices lead to greaterare search-related, making search one of the best immediacy with consumers’ needs.ways to reach consumers in mobile. • Shorter creative means marketers must get their point across faster.Before tackling a mobile search plan, it’s critical tounderstand how mobile paid search differs from its Mobile search is evolving in several differenttraditional web-based counterpart: ways:• There is less competition within mobile search, • Mobile search is especially useful for local queries. but there are also fewer ads per page across both Whether they include local modifiers (such as a city feature phones and smartphones. name or zip code), consumers looking for “JCPenney”• Calls to action and user experience can vary based on their mobile phone will expect to find one in their on objective. For instance, click-to-call and click- area. The Kelsey Group reported that about one in to-map don’t need to point to a mobile site. three mobile searches has local intent.20 MOBILE MARKETING PLAYBOOK Mobile Search
  20. 20. • No matter how much better mobile phone • SMS search is still relevant for feature phones, keyboards get, mobile users will keep their where users text a query such as for business queries shorter when they can. Optimization listings or stock quotes and then receive results. in natural and paid search around higher volume Given that there’s a brief delay between the query keywords will be especially competitive. and response, these queries will diminish as smartphones dominate the market.• Voice search is making an impact, and all the major search engines incorporate it. A range of other • On Google Android-powered devices, a search companies have developed offerings here, including button is built into the phone’s hardware, making Jingle Networks’ FREE-411 directory assistance, it possible to conduct searches instantly no Naturally Speaking’s Dragon Search application matter what the consumer does within the mobile and Apple’s Siri. Expect renewed innovation in this experience. Mobile search listings can in turn area during the next two to three years. appear during a wide range of activities beyond Activities Conducted on Mobile Devices (as a % of mobile users) Searched Internet for local products/services Obtained info about movies/entertainment Obtained info about restaurants/bars Searched Internet for products outside local area Purchased physical item that needed to be shipped Used coupon from mobile phone 0 5 10 15 20 Source: Kelsey Mobile Market View for 2009 blog.360i.com twitter: @360i 21
  21. 21. searching from a mobile engine, such as when For select marketers, here’s when to include searching for driving directions or using various mobile search as part of your marketing mix: applications. • Retail/QSR marketers• The results pages themselves will continue to For marketers trying to drive in-store traffic evolve to showcase more mobile-specific content. and sales, mobile search is a great starting For instance, in June, Google added application point. According to Google’s Retail Advertising links to its mobile search results, with links to Blog, 54% of users who researched online download apps directly from Apple’s App Store or but bought offline used their mobile device to Google’s Android Market. conduct their search. • Travel marketers Travel companies can leverage mobile search to capitalize on the popularity of travel to provide information such as flight searches and transactions such as booking of airline tickets. • Entertainment marketers Entertainment companies can promote movie listings, theater locations, TV tune-in reminders, album releases, concerts and other live events. • Consumer packaged goods marketers Within mobile search, marketers can enhance their search listings to include special information and offers such as coupons to incentivize users. (Learn more about coupons on page 69.) A search for local hair salons shows how marketers can use coupons to enhance their mobile location listing.22 MOBILE MARKETING PLAYBOOK Mobile Search
  22. 22. Mobile paid search best practices “As a marketer you need to be there when a user needs you most. There’s a huge payoff in terms of1 Group mobile campaigns separately. emotional connection with a brand if you’re right They tend to perform differently from online there at the top of the listings and help the user search campaigns, and you’ll often want to adjust accomplish their task easily when they’re highly the rules accordingly. motivated to connect with you.”2 Broaden your scope. Mobile search engine optimization Mobile search volume tends to be significantly Search engine optimization (SEO) has evolved lower than online search for most keywords, so significantly over the last two years, extending beyond to achieve the best reach you’ll want to target commonplace activities such as title and META tag queries more broadly, include more high-volume optimization to include diverse methods that keep queries and possibly include additional keywords. pace with the changing search landscape. Mobile search builds on the basic techniques, though it3 Go local. involves many new considerations to capitalize on If geotargeting matters at all for you with online mobile devices’ design and functionality. search, it’s going to be vital for mobile. Optimizing a mobile website, regardless of the4 Incorporate mobile functionality into the markup language, still centers around the core tactics creative. one applies to traditional HTML websites. Core Click-to-call was somewhat useful online, but it’s optimization techniques such as title tag creation, poised to play a pronounced role in mobile search. proper use of META tags, sufficient keyword density in Anytime a consumer would benefit by talking to copy, the proper use of HTML page headings, and link a person, from a booking agent to someone at a development remain vital for greater natural search local store, click-to-call can potentially improve visibility. With core onsite factors in mind, brands conversion rates. should focus on efforts that impact smartphones and the next generation of mobile users.5 Target immediate needs. Mobile Marketer reported that 70% of mobile When managing multiple versions of a website through search users complete their task after one hour, one content management system, many of the on- compared to 30% on the PC. Make sure copy site SEO best practices incorporated into a traditional and landing pages are useful for consumers website can be ported to the mobile version. However, looking to meet their needs right at that moment. due to the prevalence of dynamic content types such Microsoft’s Doug McMillen told Mobile Marketer, as maps or mobile applications, there are several blog.360i.com twitter: @360i 23
  23. 23. SEO considerations that are specifically applicable to • Traditional SEO on-site best practices are stillmobile search. applicable. The proverbial spine of your web page is the title tag. Instead of long 120-character titles,Mobile SEO considerations consider focusing on the primary three keywords• With smartphones and other mobile devices and limit your mobile site titles to 50 to 70 maintaining full browser capabilities (with characters in length. JavaScript), brands should look to optimize mobile sites for the future. XHTML Basic 1.1, XHTML MP • Build dedicated landing pages for mobile 1.2 and HTML5 are good choices for new mobile applications that auto-detect browsers and site development. devices and can automatically load the appropriate application storefront. This will make it easier for a• Utilize browser/user agent detection methods to user to download and install the app. It can even redirect mobile users to the appropriate mobile prove to be beneficial for non-mobile users. version of your website. • Evaluate where social media content is influencing• How fast a website loads can impact how well the mobile audience and develop a participation your site ranks. Web browsing speeds can in turn and value exchange strategy to gain more real-time impact click-through and abandonment rates on exposure or links. mobile devices. Providing users with a simplified mobile version (WAP, XHTML, etc.), which limits • If your website utilizes a significant amount of rich the use of large images and other elements Internet applications or suffers from congestion of that slow page load, can greatly improve user information, consider building a mobile version that interaction and time spent on site. simplifies navigation and provides access to the most recent content.• Searching for local information such as business locations and directions is one of the most popular Looking to the future with HTML5 mobile activities. Local directory submissions are As more brands adopt HTML5, new markup critical for brands to maintain accurate listings definitions and features will allow for simplified site within map applications such as Google Maps. management and may lead to the extinction of mobile markup languages such as WAP. While they’re several• As mobile naturally aligns with a searcher’s years away from becoming mainstream, HTML5 and location, more emphasis will be prioritized on CSS3 (cascading style sheets) can allow webmasters geotargeted landing page development and to create and manage one website that performs customization. efficiently on mobile and traditional desktop devices.24 MOBILE MARKETING PLAYBOOK Mobile Search
  24. 24. Less Framework, an HTML5-powered CSS framework HTML5 is found later in this Playbook on page 61.for building smart website layouts for varying screenwidths, is one way to build a flexible multi-column Conclusionwebsite that intelligently collapses into a single column Marketers with experience in paid search and SEO canfor small screen devices such as smartphones. As maintain their competitive advantage by constantlywe collectively move closer to an HTML5-rich world, applying the latest mobile search best practices.mobile and desktop experiences will become less Waiting until mobile search mirrors the scale of onlinefragmented and the application of SEO will become search could make it harder to catch up later.much more efficient as the lines dissolve. More onTraditional Site Mobile Version MTV’s traditional site includes navigation The mobile version of MTV.com, which and content that prove difficult to use in loads automatically in most mobile a mobile browser (if the mobile browser browsers, streamlines navigation and defaults to the original website). optimizes content across all channels. blog.360i.com twitter: @360i 25
  25. 25. 4 SMMA S RK ET IN G
  26. 26. SMS MARKETINGKEY FACT Texting is more than twice as popular as mobile browsing or app usageGOALS IT ACHIEVES Deal alerts, event reminders, persistent CRM to develop relationshipsBEST INTEGRATION POINTS In-store, out-of-home, TV, radioEven with all of the bells and whistles on headline-grabbing smartphones, SMS (or textmessaging) still reigns as the most popular mobile activity. It’s the most universal functionality,given that SMS is available on almost every mobile phone, from lower-end feature phones tothe priciest smartphones. comScore reports 65% of mobile subscribers send text messages,compared to about 30% using the browser and downloading apps.For marketers, SMS marketing has the lowest Anyone who’s encountered a teenager in the pastbarrier to entry. Once the messaging platform is few years won’t be surprised that texting is especiallyin place, there is no creative development needed popular with younger consumers. The Pew Internetbeyond copywriting. & American Life Project reports that American teensMobile Content Usage 3 Month Avg. Ending Apr. 2010 vs. 3 Month Avg. Ending Jan. 2010 Total U.S. Age 13+ Share (%) of U.S. Mobile Subscribers Jan. 2010 Apr. 2010 Point Change Total Mobile Subscribers 100.0% 100.0% N/A Send text message to another phone 63.5% 64.6% 1.1 Used browser 28.6% 31.1% 2.5 Used downloaded apps 26.7% 29.8% 3.1 Source: comScore MobiLens blog.360i.com twitter: @360i 27
  27. 27. 12-17 contact peers daily via texting (54%) more than unique name. Facebook has tried out offering physicalany other communication channel, including calling on decals for marketers to place in their store windowsmobile phones (38%), talking face-to-face (33%) and (see image below), and marketers can use the sameinteracting via email (11%). messaging in other channels, such as email. With either form of shortcode use, the biggest advantageIt’s hardly just for teens though. An April 2010 study is the integration potential. SMS callouts can appearby Merkle found that 63% of U.S. adults 30-39 text, in: out-of-home marketing, point of sale locations, TV,as do 49% of adults 40-49. Additionally, 26% of U.S. radio, print, online display, email and social marketing.adults have opted in to receive commercial messages In that sense, shortcodes are the most adaptableon their mobile phones with an average of three forms of mobile media, and of any form of media.companies sending them mobile messages monthly.How SMS fits in with marketing plansThere are several ways that brands can utilize SMSas part of their marketing mix. Below are someapproaches to consider.Building an SMS list for further communicationBranded shortcodes: A marketer registers a five- orsix-digit number, or shortcode, which often relates Facebook offers a common shortcode (32665,to its brand as it’s spelled out on the keypad, such or FBOOK) that any marketer can use to promote their Facebook page.as 262966 for AMAZON. Consumers can send atext message to that number to opt in to updatesor engage with the marketer. Marketers benefit from SMS contest entries: Brands can offer users theowning their brand name, but it’s relatively costly and option to text in exchange for a contest entry. Universala lengthier setup process compared to other forms of Home Entertainment ran an SMS remarketingSMS marketing. campaign for the launch of their DVD “Bring It On: Fight to the Finish.” Website visitors were encouragedShared shortcodes: Marketers can also run to text “BringItOn” to enter to win a prize pack. Incampaigns on shared codes. For instance, Facebook doing so, Universal was also able to collect opt-insenables marketers to have consumers become a fan for an SMS reminder when the DVD went on sale.of their page by texting “like” and the page name to This is a great example of how brands can drive SMS32665 (FBOOK). It’s one shortcode that can be used opt-ins through another form of advertising (TV, Print,with millions of pages, as each page has its own OOH or digital).28 MOBILE MARKETING PLAYBOOK SMS Marketing
  28. 28. Myxer promoted Universal Home Entertainment’s “Bring It On: Fight to the Finish” with SMS-based prizes.Utilizing an existing SMS platform as a way to or a theatrical new release targeting entertainmentreach your target consumer questions).SMS Advertising: Marketers can append their Marketers can use SMS to align their brand withmessages to content that consumers subscribe to via an activity that appeals to their target audience.SMS (e.g. news alerts, sports scores, horoscopes, In late 2009, State Farm sponsored a SMS-drivenetc). The ads can be used for a range of purposes, game at a University of Kansas football game. Fansfrom building up the marketer’s own SMS opt-in list to were encouraged to text in to show their schooldriving traffic or engagement. allegiance. State Farm was able to follow up with participants later via mobile. When consideringMarketers can also buy ad space SMS, marketers should limit the focusfrom mobile search providers such as of their programs to content thatChaCha, a service that allows users to aligns with their target consumer’stext questions in to “242242” (ChaCha) mobile behavior.and receive answers back via SMS. Thequestions are categorized (e.g. travel,entertainment, local geographies) andbrands can append their message to Ads appended to SMS alerts allow consumers to opt in tothe answer the user receives to their marketing promotions andquestion. This type of program can contentwork for any brand looking to align with Image source: 4INFOspecific content (e.g. health insurancemarketers targeting health questions, blog.360i.com twitter: @360i 29
  29. 29. • Coupons, from codes that can be entered by the consumer or cashier, or a link to a barcode that can be scanned SMS marketing best practices 1 Stay relevant When targeting content with any SMS publisher, ensure that your message belongs there. State Farm encouraged fans to text in to show their college football allegiance. Image source: Mobile Marketer 2 Ask permission Always obtain consent in the form of an opt-inMarketing options for text message content before messaging to users. SMS messages canEven with the limited character space, marketers cost money, so it’s important that the recipientshave many options for the content they distribute and know what they’ve signed up for and understandpromote via SMS: the implications.• Text content, such as product information, informative tips, polls or trivia questions 3 Offer something of value• Links going to a mobile website The last thing users want is spam on their phones.• Links to maps, such as for store locators Offer something they care about in exchange for• Click-to-call links, leading permission to reach out to them (e.g., a coupon consumers to retail stores or code or a link to exclusive content). call centers• Multimedia, such as images, 4 Use it for time sensitive events videos or ringtones Interested users will appreciate the reminder. Conclusion SMS can work well for SMS provides a turnkey way for marketers to tie time-sensitive promotions, together a variety of programs. On its own, SMS such as in this American Idol tune-in reminder may not create a large impact, but when used in Image source: iPhonematters.com conjunction with other types of media, creative and content, it can create a path through which users can become more deeply engaged with your brand.30 MOBILE MARKETING PLAYBOOK SMS Marketing
  30. 30. 5 MOAD BI VE LE RT ISI N G
  31. 31. MOBILE ADVERTISINGKEY FACT U.S. mobile display ad spending will top $1.2 billion by 2015 (ABI Research)GOALS IT ACHIEVES Branding, engagement, content download, mobile web trafficBEST INTEGRATION POINTS Online display, apps, videoThe mobile medium has the potential to bring to life the power of digital advertising and unleasha renaissance of creativity and innovation. Within mobile there are opportunities for display,rich media, video and in-game, plus constant advancements as new players and devicesemerge. Like the rest of the online media world, the process of deciding which tactics makethe most sense should tie back to campaign objectives and an understanding of the targetaudience, as discussed in Planning in Mobile Marketing on page 15.This chapter will provide an overview of mobile Geolocationadvertising opportunities, explore how each media • Marketers can locate users in several ways, suchtactic compares to its desktop counterpart, offer as through GPS or wireless tower signals, check-frameworks for evaluating when to include each in your ins at local businesses through social applications,plan and review overall best practices. Finally there will and by using ZIP codes or localities entered inbe an overview of what can be measured to gauge search or weather queries.success based on the goals of your campaign. Carrier • Marketers can specify which mobile providers theyTargeting options would like to target.Mobile marketing offers various ways to help advertisers Handset/Operating Systemfind their audience. As with online, you can reach users • Marketers can select if they want to target users ofbased on location, demographic information, content the iPhone or select BlackBerry devices, or usersand publisher (app or WAP), but you can also target of the Android operating system.particular devices and carriers. Here are some targeting Demographicmethods that you can employ across many forms of • By tapping into non-personally identifiablemobile advertising: information provided by the carriers, marketers can32 MOBILE MARKETING PLAYBOOK Mobile Advertising
  32. 32. select if they want to target men or women in a Mobile display certain age range. Mobile display encompasses any type of bannerContextual advertising that takes place on mobile websites or within• Marketers can display ads next to relevant content applications. According to ABI Research, spending on within the app or site. mobile display is expected to grow from $313 millionBehavioral today to $1.2 billion by 2015, fueled by the growth of• Behavioral targeting is still in its infancy due to U.S. adult Internet usage. limitations on tracking users from app-to-app and app-to-WAP. However, companies like Buying mobile display Millennial Media offer solutions that can track Mobile display can be priced on CPM (cost per thousand users’ movements from WAP-to-WAP. Millennial impressions), CPC (cost-per-click), or, in some cases, cost MYDAS™ Audience utilizes user profiles, opt-in per engagement (CPE) or cost-per-download (CPD). Like survey data and publisher-provided meta-data buying traditional online media, brands should consider to create audience segments. Furthermore, it which type of pricing will help them accomplish their goals. is widely speculated that eventually marketers will be able to tap into iTunes-rendered user • CPM – buying guaranteed impressions: CPM media behaviors and run an iAd campaign to target is good for branding campaigns where it’s important users. Despite these advances, mobile browsing to achieve a specific impression level and/or run on behaviors differ from online, and currently there specific sites. is no way to track or target users from online to mobile or vice versa. • CPC – buying clicks: CPC media works for marketersPublisher-created targeting who want to guarantee traffic to their mobile landing• Publishers often offer their own custom targeting page, but who may not be as concerned with where vehicles, and for mobile it’s no different. For their advertisements run. example, Pandora launched its own iPad app that enables marketers to target ads by gender, age, • CPE or CPD – buying ad engagement or downloads location, type of music and time of day. Similar of a mobile app: Similar to CPC advertising, CPE or to full-screen rich media units such as iAd and CPD ensures that a mobile program will deliver the Greystripe’s Immersion Ads, when a user clicks on exact action that a marketer is seeking. This type an ad within the iPad app, the ad will open a new of pricing is good for brands that have invested in page without interrupting the streaming music. interactive creative and want their target audience Some of the initial sponsors include Starbucks, to interact with their brand within the unit. It also Lexus and Budweiser. works for marketers who have mobile apps and are interested in driving downloads. blog.360i.com twitter: @360i 33
  33. 33. Smartphone Banner Ad Smartphone Text + Tile Ad Banner Ad Text Ad Mobile banners come in a range of sizes to support a range of goals and handsets. Image source: AdMobThe majority of mobile inventory is currently sold are able to sell mobile inventory on their own. Thisthrough mobile ad networks. Similar to the early works for marketers looking to round out an existingdays of online display advertising, networks provide offline or online buy with that publisher, or for marketersa way for publishers to sell inventory on their mobile who have custom offerings. It is difficult to scale withsites without dedicating a sales force to it. As mobile publisher-direct buys because inventory levels are stillinventory and advertiser interest in the medium relatively low.increases, however, more publishers may opt to sellit on their own. Mobile banners Mobile banners can be targeted across variousMobile ad networks provide reach and scale to channels and categories of mobile sites andmarketers looking to buy within the channel. Because applications. In addition, marketers can also targetthe channel is still new, there aren’t standard creative mobile banners against behavioral and demographicspecs or sizes. Mobile ad networks help marketers attributes.navigate the landscape and serve as a one-stop shop.As with any ad network, the trade-off for marketers is One of the major benefits of mobile banners isless control over where the ads run, but marketers can that campaigns can be built around the post-clickmitigate this by excluding sites or specific content that experience of the banner and do not need to drive theisn’t appropriate for their brand. user to a mobile site.There are a handful of publishers such as The New A major challenge facing mobile banner advertisingYork Times, CNN, Weatherbug and Photobucket that is the lack of standards across the various ad sizes.34 MOBILE MARKETING PLAYBOOK Mobile Advertising
  34. 34. Marketers are often required to develop ad sizes for Mobile videoa number of devices ranging in size from 120x20 According to Nielsen’s Three Screen Report, morepixels all the way up to 300x50 pixels. Additionally, than 20 million users watched a mobile video in Q1third-party tracking technologies are still a work in 2010, which represents an increase of more thanprogress. Marketers must often resolve discrepancies 50% year-over-year. eMarketer projects mobile videothat arise between mobile publishers and third-party revenues will climb from $436 million in 2009 to $1.34reported numbers. billion in 2014.Does this mean marketers should stay away from Mobile video opportunities include pre-, mid- andmobile banners? Definitely not. While mobile banners post-rolls that consist of 10 to 15-second video adsmay require more upfront work, they can still be used that can run prior to, during or after video content,to meet campaign objectives such as awareness, as well as full-page video interstitials that take overtraffic and engagement. the entire screen prior to content. Marketers can also create custom video companion ads or customizedMobile banner advertising best practices video channels to promote their brand. 1 Take into account the various operating systems and devices when developing ad sizes, as mobile banners are usually not purchased based on ad size. 2 If planning for smartphones, think about the post-click experience. 3 Take into account how you want to measure campaign success, as mobile metrics can differ Click-to-video ad: Users can click on multiple from traditional online metrics (see the section links from a video ad to take various actions. on Measurement later in this chapter for more). Source: Rhythm NewMedia 4 Think about where you want your mobile banners to show up, such as on mobile webpages or within applications. blog.360i.com twitter: @360i 35
  35. 35. Best practices for mobile video 1 Ensure that the aspect ratio for the video is correct, as it will differ from the web and varies across mobile devices. 2 Make sure the video will work on a small screen; dark and fast moving images won’t look great on a mobile device. 3 Keep video ads short. Most mobile users prefer shorter snippets of content, and slower mobile connection speeds can sometimes cause Carousel ad: On a custom landing page, uncomfortable delays in video load times. consumers can scroll through multiple video ads or clips. Source: AdMob 4 Similar to the post-click experience, think about what the post-viewing experience should be. 5 Don’t use online benchmarks. Instead, create new ones for mobile, as the user experience will vary. Certain publishers and networks will have benchmarks for various verticals. Mobile in-game ads According to MobClix, a mobile ad exchange, more than 40,000 mobile game applications have been released in the past year. As of summer 2010, MobClix reported that more than 300 game apps are added each day. MMS video ad: Marketers can send video ads via multimedia messaging service. Similar to PC or console-based video game advertising, Source: Mogreet, via mocoNews brands utilizing mobile in-game advertising have the opportunity to reach a rapt audience before or during a transition in gameplay.36 MOBILE MARKETING PLAYBOOK Mobile Advertising
  36. 36. 1 2 3 4 5 Game reaches a natural Ad is Ad menu is User selects Selecting “Done” returns transition point displayed displayed ad action user to game where they (example: end of level) left off Ads within games can be games themselves Source: GreystripeThe sequence above is an example of an advertising 2 Temper your investment until you’re sure your targetcampaign on Greystripe’s mobile network. While playing audience will engage in gaming. Most in-gamea game, at a break before the user moves on to the next advertising is sold on a CPM basis, and brandedlevel, he or she sees an ad for a movie. The ad itself is a games usually require a development cost.game, but the user has the option to skip it. 3 Understand the audience of the game beforeMany advertisers have seen great success with mobile choosing to advertise on a specific game. Gaminggaming. It’s important, however, to think about your audiences differ dramatically, as a casual gameraudience and if they engage with gaming on or off the will likely be very different from someone whomobile phone. plays a first-person shooter action game.Best practices for mobile in-game ads 4 Provide value through entertainment or interactions that appeal to your audience. It’s not 1 Determine if your target audience is likely to just about getting your message out there, but engage with an ad more if it runs in a game. Such rather providing an experience that makes the ads can work best for marketers who have had distraction from the game worth it. success with other gaming programs. blog.360i.com twitter: @360i 37
  37. 37. Mobile gaming will continue to become more popularas smartphone penetration increases. If done right,mobile in-game advertising can be as entertaining asthe game itself. The key is to create the right experiencefor your audience – one that entertains and leaves theplayer with a positive feeling about your brand.Mobile rich mediaJust like with online advertising, mobile rich media adsoffer a visually stimulating way for users to engagewith a brand. There are various ways to capture a Prestitial ad: Step Up 3D Image source: Photobucketuser’s attention with these ads:• Expandable ads are banners that load as app or site in order to reveal more information. The standard-sized ad units, and then when the user expanded portion of the ad can contain anything from scrolls over them, they expand over the content of the a static banner to a form to a microsite. • Prestitials and interstitials are full screen ads (a 300x250 ad unit is standard for iPhone/iPod Touch and Android) that are displayed on an app or site’s welcome page or in transition to another section of an app or site. • Full-screen engagement ads are a form of rich media engagements that allow marketers to create an immersive environment. - iAd keeps users within an application instead of redirecting them to a page in their browser. This enables users to explore the ad and interact with it, and even purchase products. There are distinct advantages and disadvantages to Expandable ad: Best Buy choosing iAd as of summer 2010. Marketers should Source: Greystripe check to see if Apple has addressed any of the38 MOBILE MARKETING PLAYBOOK Mobile Advertising
  38. 38. downsides when considering iAd, asthis could change at any time.Pros:• iAd allows marketers to get in front of users as they engage with apps they frequently use.• Apple’s selling point is that iAd offers interactivity plus emotion. People not only interact with the ad units but also feel emotionally connected while doing so.• Apple helps developers make money with a 60% revenue share; this Interstitial ad: 90210 Image source: Jumptap enables them to offer apps for low prices or even for free. interactivity, and click actions without leaving theCons: actual application. Greystripe’s technology allows• In order to run an iAd campaign, there is a large them to take pre-existing rich media ad units built in monetary commitment up front. Flash and transcode them into HTML5 format that is• At first, these units may have high bounce rates readable on iPhone and iPod Touch. from people clicking just to play around and experience the ads but not actually have any Beyond iAd and Greystripe, other ad networks interest in the brand or the campaign. On the such as AdMob, Millennial Media, and Medialets flipside, this could benefit some advertisers who can deliver immersive creative experiences within are running a brand awareness campaign and seek applications. Marketers should consider a number to capture early adopters. of factors when evaluating such networks, including• Apple is solely selling, developing and hosting iAd. reach, audience demographics, creative offerings, As a result, you cannot develop your own iAd in- targeting capabilities, transparency of placements, house or use your creative agency. development time required and the responsiveness of account personnel.Greystripe’s Full Screen Immersion Ads (formerlyiFlash Custom Ads) are an alternative to iAd and offer a Measuring mobile advertising campaignssimilar experience that involves rich media animation, Depending on the objective of your campaign, you blog.360i.com twitter: @360i 39
  39. 39. will want to consider how to best measure success. • Impressions are generally recorded in aggregate.For instance, a branding campaign may involve However, it is important to consider uniquemeasuring awareness or lift, impression volume, or impression data in order to accurately determineengagement. Direct response campaigns, meanwhile, the true reach of a campaign.may measure clicks, conversions, calls received or • Engagement reflects how users interact with acoupon redemption. marketer’s ad unit or messaging. Interactions can include mouse-overs, clicks, video plays, andBrand metrics drop-off rates, and time spent playing a game.• Brand awareness and lift can be measured using marketing research companies such as Insight Direct response metrics Express, Dynamic Logic or comScore to conduct • Clicks are a meaningful measurement metric if site or studies. These studies typically require a specific app traffic is the main marketing objective. In order budget and multiple ad units in order to reach a to gauge the value of the clicks, marketers should significant impression level. Marketers can apply consider the bounce rate, which represents the what they learn from these studies to optimize percentage of initial visitors to a site who “bounced” creative concepts and messaging. away rather than interacting with the site. • Conversions are determined by the goal of each campaign and help marketers evaluate the effectiveness of their advertising spend. Marketers can measure impact by looking at the conversion rate, which represents the percentage of initial visitors (clicks) to a site or app who converted by taking a pre-determined action. iAd promises to grab consumers’ attention with immersive creative experiences Image source: Erica Ogg/CNET40 MOBILE MARKETING PLAYBOOK Mobile Advertising
  40. 40. • Click-to-call ads contain a telephone number that, publishers. If tracking application downloads through when clicked, populates the phone’s dialpad with the iTunes store, the developer needs to install a code the number. If properly set up, marketers can track snippet that enables the publisher to record conversions. how many calls were received, the duration of the Since discrepancies often exist among ad servers, we calls, and if the desired action was taken. recommend using third-party ad server click trackers• Couponing offers a convenient way to target and standard tags to compare click and impression promotions to a medium that is always on and data. Third-party tracking capabilities should evolve can act as a redemption tool. Marketers can track quickly to meet the pressing advertiser demand. coupon redemption and see revenue generated by each individual code to capture granular ROI. Conclusion Phones enable users to consolidate customized Advertising models for mobile have evolved to be discounts in a single place, so it is up to retailers very similar to desktop advertising models, yet it’s to trace use of coupons to prevent multiple important to consider how people use their mobile redemptions and also track redemption rates. devices compared to how they use their desktop (See more on couponing in the section on Mobile or laptop computers, and how mobile campaigns Shopping, page 69.) should differ in light of this.Tracking mobile advertising A mobile device is unique to an individual, whereas aAlthough marketers can track clicks and impressions computer may be shared at home. A mobile deviceusing third-party ad servers such as DART, tracking is also a must-have utility that is rarely left behind,conversions via third-party tags remains a challenge. unlike computers that get turned off or put away.Therefore, as these ad servers focus on building Understanding the nature of how a mobile phoneout tracking and reporting capabilities, the burden fits into someone’s life allows marketers to deviseof providing the analytical data rests mainly on the strategies that make the most of this channel. blog.360i.com twitter: @360i 41
  41. 41. 6 MO SO BIMA ACI LE RK L ET IN G
  42. 42. MOBILE SOCIAL MARKETINGKEY FACT More than 150 million people access Facebook from mobile devices each monthGOALS IT ACHIEVES Branding, engagement, drive to storeBEST INTEGRATION POINTS Online social media, digital word of mouth, email, loyalty programsMobile social media, any form of social media accessed through mobile devices, has muchin common with online social media: the power of building relationships with consumers, thelarge and rapidly growing user base and the potential to incorporate sharing and communityfunctionality into every form of content. Mobile presents new opportunities, as these untetheredmobile devices are designed for communication – the raison d’être of social media – and canharness the power of location.Preparing for mobile social’s challenges Marketers, agencies, publishers, technology providersMarketers who start learning what works with mobile and others will need to overcome these challenges tosocial media can wind up well ahead of their peers and keep pace with the consumers and where they areprovide added value for consumers in the process. On increasingly spending their time.the other hand, there are plenty of hurdles with mobilesocial marketing: Mobile social media by the numbers• Mobile and social are two areas that often don’t have comScore’s April 2010 data reveals that social clear ownership within marketers’ organizations. networking is the fastest growing mobile content• There’s a higher learning curve in both mobile category, whether accessed by mobile applications marketing and social media as neither offers or browsers. There were 15 million U.S. mobile clear-cut application of the media buying skills that users ages 13+ engaged with social networking via marketers have honed in other media. applications, up 240% over the previous year, and• Metrics are still a work in progress, as are the 30 million users engaged with social networking via business models of many vendors in the space. mobile browsers, up 90%.• Budgets are often too small to gauge the real impact of a campaign, and the process can turn off some Facebook reports that more than 150 million active users who want immediate results on a large scale. access the network through their mobile devices. Users blog.360i.com twitter: @360i 43
  43. 43. accessing its mobile services are more than twice as heavily on social features. For instance, Words Withactive on Facebook as non-mobile users. Ground Truth, Friends by developer Newtoy is an asynchronous forma mobile metrics firm, reported that in April 2010, 60% of of Scrabble; it’s part of a “With Friends” series that hasthe time U.S. mobile subscribers spent on mobile Internet recorded more than 6.5 million downloads. Gamingusage was on social networking sites. company Ngmoco has developed a number of mobile social games where users derive in-game benefits byCategories of mobile social media cooperating with each other.Mobile social media comprises a broad field, but hereare some of the key forms it takes: Mobile web-based sharing: Any mobile-optimized webpage can include various calls to action to shareMobile extensions of online social networks: The content and offers with friends.largest social network, Facebook, not surprisingly hasthe most mobile users, as well. MySpace and othersocial networks have mobile extensions, such asoptimized sites or apps, and many are ad-supported.One can expect that in the coming years, U.S. socialnetworks will follow the same course as Mixi, a leadingnetwork in Japan, which now has three-quarters of itsusers accessing the service from mobile devices.Mobile-central social networks: MocoSpace, Mig33and Peperonity are three social networks that launchedon mobile devices and attract most of their users there.They tend to attract feature phone users and mayspecialize in reaching certain target audiences, suchas MocoSpace with 70% of its 12 million memberscomprised of Hispanics and African Americans.Location-based check-in services: Users check in tophysical locations primarily through mobile applications.See the the following section for more details. Gaming has helped propel mobile socialSocial gaming: Many mobile gaming applications media, thanks in part to hit apps such asare either built entirely on social functionality or rely Words with Friends.44 MOBILE MARKETING PLAYBOOK Mobile Social Marketing
  44. 44. App-based sharing: Many applications utilize to drink, eat, shop and spa like a Real Housewife!”Facebook Connect to make it easy to share updatesor photos directly through the social network. Apps • MyTown is more of a game than a utility. Playerswill often allow users to find and invite their friends can buy locations and collect rent as they upgrade.through Facebook, Twitter and other networks. For example, H&M offers branded virtual goods to players who check in at their stores. These goodsLocation-based check-in services provide large point boosts in the game to helpAn emerging field within mobile social media is location- players level up. Advertising Age reported, “Duringbased check-in services, where consumers use mobile the campaign, H&M was the most searched locationdevices to say where they are, often to earn virtual within the game, 700,000 users checked in to itsrewards such as badges and virtual goods. The crowded retail stores, and 8 million saw its virtual goods.”field of these services includes Foursquare, Gowalla,MyTown, Whrrl, Buzzd, Loopt, Brightkite, SCVNGR • CauseWorld encourages consumers to scan select– and most recently, Facebook Places. Google and Kraft products in stores to earn “karma points” thatYelp have also incorporated check-ins into their mobile can be donated to charity.applications. CauseWorld has turned these actionsinto acts of kindness with a philanthropic hook, and • IHG (InterContinental Hotels Group) partneredFoodSpotting lets consumers upload photos of what with Gowalla to extend its Hit It Big promotion.they’re eating wherever they go. When users check in with Gowalla at various IHG properties, they may win prizes such as double airMost of these services don’t have the scale to miles or gift cards at national retailers.attract marketers looking for mass reach, butmany have growing and dedicated audiences with • Loopt launched its companion app Loopt Star todisproportionate numbers of digital influencers, reward consumers’ loyalty for checking in to localand there are opportunities to reach consumers businesses. Promotions include Gap offering 25%with the right psychographics and demographics discounts for consumers checking in twice tofor certain brands. one of its stores, and Universal Music giving five free songs to people checking in at any bar withHere are a few examples of how they’re being used: two friends. Loopt emphasizes the power to get• TV network Bravo offers branded badges on consumers into stores with its cost-per-visit model, Foursquare for those who engage in activities similar to Whrrl’s pay-per-visit approach. mirroring the characters on their reality shows. Checking into a New York City restaurant, one • Brightkite ran a promotion with Starbucks that might earn the martini glass badge that says, “Way used augmented reality to locate grocery stores blog.360i.com twitter: @360i 45
  45. 45. that sell the company’s VIA products. When Developing a mobile social marketing finding a store selling VIA, the product’s logo could strategy be tapped for more information and mulitmedia When planning a mobile social marketing program, content, including videos. marketers don’t have to reinvent how they go about developing a strategy or determining whether opportunitiesNow is a good time for marketers to experiment make sense. There are four criteria in particular you canwith location-based social promotions, as there are use, as described in 360i’s Social Marketing Playbook,opportunities to build fun, creative promotions that meet which comprise the Social Marketing Strategic Lens.a brand’s objectives. Marketers should find a balance These operate in parallel with the Mobile Marketingbetween spending their consumer dollars on reaching Strategic Lens discussed on page 15.a mass audience with digital, as well as experimentingwith smaller bets that can pay off in a big way to reach • Does it use your social media arsenal? Whichinfluencers who can help spread the brand message assets do you have that could resonate well acrossorganically. Influence, not just scale, matters. mobile social media (digital content, physical or Bravo rewards “real housewives” H&M’s real products offer virtual with Foursquare badges. rewards in MyTown.46 MOBILE MARKETING PLAYBOOK Mobile Social Marketing
  46. 46. virtual goods, celebrity spokespeople, etc.)?• Does it follow best practices for social media Does it – and specifically mobile social media? Does leverage your it fit in with how consumers are using arsenal? mobile social services and technologies? Does it Does it Does it take advantage of the meet your follow the rules functionality of mobile devices (voice, objectives? of the road? location, SMS, camera, the iPhone’s accelerometer, etc.)? Does it provide a value• Does it provide a value exchange between exchange? the consumer and the marketer? Or to put it simply, what’s in it for the consumer? Do consumers gain information, exclusive access, 360i’s Social Marketing Strategic Lens social currency or physical goods? Why will they care? Conclusion• Does it meet your marketing objectives? Social media is driving much of the growth of mobile What are you looking to accomplish, and how media, just as it has fueled much of the growth in online does this play a role in it? pageviews and content. New sites and applications seem to sprout daily, while business models of existing playersAnswering all of these questions will help ensure the continually evolve to meet marketers’ needs. Marketersprogram is a success, and just as important, it will should continue to turn to the strategic lens to evaluatehelp avoid some common pitfalls. opportunities, as it can increase the chances of success for any social marketing program, mobile or otherwise. blog.360i.com twitter: @360i 47