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MOBILE MARKETING DIGITAL 101 TRAINING 5_2_11
- 1. DIGITAL 101 Mobile Shopper Marketing - Engaging Customers Where They Roam BC4 | SPRING 2011
- 2. WELCOME Agenda 1. What is Mobile Marketing 2. Operating Systems 3. Connecting with Consumers 4. Developing a Mobile Shopper Marketing Strategy 5. Mobile Marketing Tactics • Mobile Websites/Search • Text Message/SMS • Mobile Coupons • Mobile Ads • Barcode Scanning • Location-Based Networks • Smartphone Applications • iPad Applications ©2011 SCHAWK RETAIL MARKETING. All Rights Reserved 2
- 3. WHAT IS MOBILE MARKETING? • Connects with consumer anywhere at anytime. • Marketing technology that can be used through entire purchase cycle. • Allows consumers to price compare in-store. • Shop and purchase on the go. • Messages are far more relevant and personal. • Share information via Social Apps. ©2011 SCHAWK RETAIL MARKETING. All Rights Reserved 3
- 4. MOBILE TECHNOLOGY OPERATING SYSTEMS ©2011 SCHAWK RETAIL MARKETING. All Rights Reserved 4 • IOS (iPhone) • Android • Windows Mobile • RIM (Blackberry) • Tablets
- 5. CONNECTING WITH CONSUMERS ©2011 SCHAWK RETAIL MARKETING. All Rights Reserved 5 • SMS Campaigns • Text Alerts • Price Comparison • Store Locator • Coupons • Mobile Ads • Mobile eCommerce • Smartphone Applications
- 6. MOBILE SHOPPER MARKETING STRATEGY • Understand client’s marketing and business objectives. ©2011 SCHAWK RETAIL MARKETING. All Rights Reserved 6 • Define Primary and Secondary Target Audience. • Analyze key consumer insights. • Understand all touch points to reach consumer via mobile. • Decide on mobile platforms. • Develop a strategy and plan to help overcome objectives and meet goals.
- 7. MOBILE SHOPPER MARKETING TACTICS ©2011 SCHAWK RETAIL MARKETING. All Rights Reserved 7 Mobile Websites/Search • Retailers must optimize their sites for mobile viewing. • On-the-go consumers have little patience for traditional websites. • Traditional websites are designed to be accessed from computers with greater visual capacity and much larger screens. • Consumers can search via mobile, but will most likely not be engaged if the search result provides a non-optimized mobile site.
- 8. MOBILE SHOPPER MARKETING TACTICS ©2011 SCHAWK RETAIL MARKETING. All Rights Reserved 8 Mobile Websites
- 9. MOBILE SHOPPER MARKETING TACTICS ©2011 SCHAWK RETAIL MARKETING. All Rights Reserved 9 Text/SMS • 68% of mobile subscribers use text message, which allows it to deliver the greatest reach. • Used for promotions. • To push out daily deals and specials. • To provide further information while on-the-go.
- 10. MOBILE SHOPPER MARKETING TACTICS ©2011 SCHAWK RETAIL MARKETING. All Rights Reserved 10 Text/SMS – Case Study Sears 2011 BTS Core Audience Primary – Teens Secondary – Moms Objective: Drive teens and moms in-store to shop for BTS apparel. Solution: Engage in-store with a treasure hunt through specific departments. The object of the hunt is to text in or us QR code to retrieve clues. Upon completion of treasure hunt, consumer receives a coupon for a percentage off or a give away. Benefit: Engages teens in a fun game like activity, drives traffic in-store, entices consumers to view merchandise, and acquires mobile numbers for future marketing.
- 11. MOBILE SHOPPER MARKETING TACTICS ©2011 SCHAWK RETAIL MARKETING. All Rights Reserved 11 Mobile Coupons • Provides savings in the palm of the consumer’s hand. • Is readily available when consumer is ready to shop. • Easy for consumer. • Third party apps like Key Ring allow consumer to store all their loyalty cards right on their phone. • Numeric code via SMS or barcode scanned at checkout.
- 12. MOBILE SHOPPER MARKETING TACTICS ©2011 SCHAWK RETAIL MARKETING. All Rights Reserved 12 Mobile Ads • iAds – Target Case Study http://www.mobilemarketer.com/cms/news/advertising/9928.html • Ad Mob – www.admob.com
- 13. MOBILE SHOPPER MARKETING TACTICS ©2011 SCHAWK RETAIL MARKETING. All Rights Reserved 13 Barcode Scanning (UPC, QR Code) • Allows for in-store price comparing. • Deeper product information not available at shelf. • Instant savings via coupon. • Marketing videos.
- 14. MOBILE SHOPPER MARKETING TACTICS ©2011 SCHAWK RETAIL MARKETING. All Rights Reserved 14 Location Based Networks • Third-party operators such as Shopkick, Foursquare and Gowalla. • Used for driving traffic in-store for promotions using “check-in” for rewards. • GPS and IP can be leveraged through a mobile website which allows a retailer to brand the experience.
- 15. MOBILE SHOPPER MARKETING TACTICS ©2011 SCHAWK RETAIL MARKETING. All Rights Reserved 15 Smartphone Applications • Used to establish an exclusive ongoing exchange with target audience. • Most functions delivered through an app can be built on a mobile website. • Finding mobile shopping apps has become somewhat of a challenge for consumers. • Large retailers have begun to move aggressively into the mobile space by offering custom-branded apps. • Consumers are comfortable making some purchases from their smartphones, but a tablet has a strong advantage. • Consumers tend to interact on a regular basis with smartphone apps for banking, news, weather and social.
- 16. MOBILE SHOPPER MARKETING TACTICS ©2011 SCHAWK RETAIL MARKETING. All Rights Reserved 16 Smartphone Applications
- 17. MOBILE SHOPPER MARKETING TACTICS ©2011 SCHAWK RETAIL MARKETING. All Rights Reserved 17 Walgreens – iPhone App
- 18. MOBILE SHOPPER MARKETING TACTICS ©2011 SCHAWK RETAIL MARKETING. All Rights Reserved 18 Meijer iPhone App
- 19. MOBILE SHOPPER MARKETING TACTICS ©2011 SCHAWK RETAIL MARKETING. All Rights Reserved 19 iPad Applications • Catalogs • Customization • Sales Floor Assistant • Personal shopper • Registries: E-Commerce
- 20. 1 2 3 Layout is‘tapworthy’ Big buttons make category 4 5 6 ©2011 SCHAWK RETAIL MARKETING. All Rights Reserved 20 navigation simple Product details are optimizedfor the device Video sells! Big buttons for the cart make checkout a breeze iPadl-specific promotions, like free upgraded next-day air convert and build loyalty iPad
- 21. http://www.SchawkRetailMarketing.com Jeremy Ryan DIGITAL SOLUTIONS ARCHITECT SCHAWK! T +1 551 JTR-TECH (587-8324) F +1 888 415 2093 jeremy.ryan@schawk.com http://www.linkedin.com/in/jeremythomasryan ©2011 SCHAWK RETAIL MARKETING. All Rights Reserved Donee Damore DIGITAL STRATEGY DIRECTOR SCHAWK! T +1 312 260-6146 donee.damore@schawk.com http://www.linkedin.com/in/dodamore http://twitter.com/dodamore
Hinweis der Redaktion
- Key Ring is the app that "brings 'em all together". Use it to scan & store your existing loyalty cards, enroll in new loyalty programs, and access exclusive coupons and discounts.
- iAds: iAd reaches millions of iPhone, iPad and iPod touch users around the world in their favorite apps. With the iAd Network, you can reach the Apple audience, the world’s most engaged, influential and loyal consumers. This audience: Has installed more than 10 billion applications Has activated over 160 million iTunes accounts Downloads 200 new apps every second worldwide Spends, on average, 49 minutes per day using apps Engages with iAd ads for an average of 60 seconds per visit Each ad is shown only to the audience you want to reach, in the apps they love and use the most. Our highly-effective targeting leverages unique interest and preference data that taps into user passions that are relevant for your brand. Whether they are reading the news, playing a game or checking the local weather, your ad will make an impact. AdMob: More than 50,000 mobile applications across iOS, Android, and webOS platforms currently use AdMob's monetization tools.
- SHOPKICK Walk in: Have you ever gotten rewarded just for walking into stores – yes, just for visiting? Now you can collect boatloads of kicks™ in the kicks Reward Program and unlock awesome exclusive deals at your favorite stores. Just open the shopkick app open when you WALK INTO Target, Best Buy, Macy's, American Eagle, Sports Authority, Crate&Barrel, West Elm, Wet Seal and the largest Simon malls. You will get rewarded on your phone instantly when you walk through the door. All this works in 80 major markets, including New York, Los Angeles, San Francisco, Chicago, Dallas, Houston, Miami, and Atlanta, Boston, D.C., Houston, Indianapolis, Las Vegas, Minneapolis, Philadelphia, Pittsburgh, San Diego, Seattle, and St. Louis. We're busy adding more cities every month. Check in: You can also collect kicks™ for checking in to millions of stores and restaurants across America, that means in many places around you! Discover awesome deals at the same time, many of them are exclusively offered to shopkick users only. Scan: Collect additional kicks by scanning barcodes of featured products with your phone at 250,000 different stores in America. Redeem your kicks™ for rewards! Get cool rewards like iTunes gift cards, restaurant vouchers, Best Buy/Target/Macy's/American Eagle/Sports Authority gift cards, Facebook Credits, movie tickets, or if you go all out, True Religion jeans, a Coach handbag, or a 3D 55" Sony Bravia HDTV. And if you want to change the world, donate your kicks to 30 different causes!
- Express refills by Scan, lets pharmacy customers scan the barcode on their medication container, then select a store and pick up time. Users receive a text message when the prescription is ready. App allows users to send photos from their phones to a specific store for processing in about one hour, the photos can be shipped home, eliminating the need to visit the store. The app also allows users to check product availability and pricing at particular stores. Walgreens also sends five monthly text messages with coupons and other offers to registered customers, and has upgraded its online circular to provide click-through savings in the shopper’s cart.
- 1. Online versions of print catalogs haven't taken off, but iPad versions, with embedded video, as well as the ability to browse whenever it's convenient and make purchases could be the next big thing. 2. Cars, furniture, shoes and apparel could all be customized in-store, with customers able to easily view and select colors, fabrics and finishes, and then place the special order. 3. The iPad could provide easy access to product data, customer data and customer reviews, in addition to allowing transactions to be completed away from the register. 4. Customers finding a jacket in one department could access recommendations for coordinating apparel and accessories in other departments. 5. Now divided into an offline and online experience, iPad could enable customers to create registries from a store's entire inventory. 6. Consumers are already shopping on their phones; it's only a matter of time before the iPad becomes another shopping tool.
- 1. Online versions of print catalogs haven't taken off, but iPad versions, with embedded video, as well as the ability to browse whenever it's convenient and make purchases could be the next big thing. 2. Cars, furniture, shoes and apparel could all be customized in-store, with customers able to easily view and select colors, fabrics and finishes, and then place the special order. 3. The iPad could provide easy access to product data, customer data and customer reviews, in addition to allowing transactions to be completed away from the register. 4. Customers finding a jacket in one department could access recommendations for coordinating apparel and accessories in other departments. 5. Now divided into an offline and online experience, iPad could enable customers to create registries from a store's entire inventory. 6. Consumers are already shopping on their phones; it's only a matter of time before the iPad becomes another shopping tool.