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Mobile Marketing 101


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Mobile Marketing 101

  1. 1. 1<br />Mobile 101<br />Molly Garris, Arc Worldwide<br />October 26, 2010<br />
  2. 2. Today’s Agenda<br />Mobile usage and growth trends<br />Most viable mobile marketing channels and successful examples of each<br />Mobile Marketing Brand Leader<br />Mobile Trends to Watch<br />2<br />
  3. 3. THE MOBILE LANDSCAPE<br />3<br />
  4. 4. Mobile is Truly a Global Phenomenon<br />4<br />80%<br />12%<br />92%<br />77%<br />32%<br />59%<br />53%<br />7%<br />91%<br />38%<br />Sources:<br />WikiPedia<br />Internet World Stats<br />
  5. 5. What’s Fueling Growth<br />5<br />Growth in Unlimited DataPlans<br />35%<br />Source: ComScore: M:Metrics<br />Smartphones<br />Data Plans<br />Faster Connections<br />
  6. 6. Smartphones are the bridge between the desktop and mobile web, offering more engagements. <br />Owners are:<br /><ul><li> 3x as likely to browse mobile Web
  7. 7. 3x as likely to use a mobile app
  8. 8. 2x as likely to send photos or videos
  9. 9. Comscore</li></ul>As a result, Smartphone users are an ideal target for mobile marketing efforts.<br />6<br />The Effect of Smartphones<br />
  10. 10. 7<br />Why Mobile?<br />CONSUMER BENEFIT<br /><ul><li>Always on, always with us
  11. 11. Much more than a phone</li></ul>91% of mobile phone owners who keep their phone within one meter of themselves 24 / 7/ 365 <br />– Morgan Stanley 2007<br />Tool for email, listening to music, playing games, taking pictures and surfing the web<br />
  12. 12. 8<br />Why Mobile?<br />BRAND BENEFIT<br /><ul><li>New channel to reach consumers
  13. 13. High penetration</li></ul>70% of people respond to text messages vs. 30% of people respond to email <br />– Direct Marketing Association<br />Cell phone ownership is strong and still growing<br />
  14. 14. 9<br />How to Think about Mobile<br />
  15. 15. 10<br />Not-so-great Example<br />
  16. 16. 11<br />
  17. 17. 12<br />POST a Mobile Strategy<br />
  18. 18. 13<br />Like with <br />all work, we’ve got to start with people. It’s what we call Humankind. <br />
  20. 20. Most Viable Mobile Tactics<br />Applications<br />Messaging<br />Mobile Web <br />(Apple/ Blackberry / Android, etc.)<br />(SMS/MMS)<br />(Accessing the Internet)<br />15<br />
  21. 21. 16<br />Messaging<br />Did you know.. <br />The average American sends more text messages than calls.<br />While Americans place an average of 204 calls per month, they average 357 text messages.<br />Source: Nielsen : Flying Fingers, September 2008<br />
  22. 22. 17<br />Messaging<br />SMS (Short Messaging Service) = ‘text messaging’<br />How SMS is being used:<br />Enter to win<br />Text to Screen<br />Voting<br />Trivia<br />Text for information<br />Coupons<br />Location-Based Services (LBS)<br />
  23. 23. How does it work?<br />SHORTCODE<br />Sample Call to Action: Text HAITI to 90999<br />KEYWORD<br /><ul><li>Phone must have text messaging capabilities to send / receive messages.
  24. 24. The SHORTCODE is a five or six digit number that acts as the address for the SMS Program.
  25. 25. The KEYWORD identifies the type of request. It is used to determine the proper message stream that should be sent in response to the text message.</li></ul>18<br />
  26. 26. 19<br />Keys to Success<br />Clear call to action:<br />How to opt-in<br />Why <br />What<br />Less is more - too many messages can be invasive. <br />Ask your participants how often they would like to receive messages or <br />Assume no more than 1-2 / month.<br />To ensure a high response rate, offer valuable content in each message.<br />Chance to win<br />Chance to engage<br />Special offer or event invitation<br />
  27. 27. Cottonelle Roll Poll using SMS on billboards and bus stops<br />20<br />Messaging Case Study: Cottonelle<br />
  28. 28. 21<br />Messaging Case Study: Baskin Robbins<br />To drive participation to 31¢ Scoop Night, Baskin Robbins offered Text Message Reminders on their website and across stores nationwide<br />
  29. 29. 22<br />Mobile Web<br />By 2013, the mobile phone will overtake PC’s as the most common Web access device worldwide.<br />Source: “Gartner's Top Predictions for IT Organizations and Users, 2010 and Beyond: A New Balance”<br />
  30. 30. 23<br />Mobile Web<br />With mobile web browsing on the rise, users can engage with .com right from their mobile phone.<br />Mobile web experiences include:<br />Slim brand website<br />Mobile Banner Campaign Destinations<br />Coupons<br />Location-Based Services (LBS)<br />Web-to-Mobile Experience<br />Commerce<br />
  31. 31. 24<br />How Does it Work?<br />System selects optimal design template<br />Device is Recognized<br /><ul><li> Handset
  32. 32. Browser
  33. 33. Graphics
  34. 34. Navigation
  35. 35. Screen size
  36. 36. Forms
  37. 37. Content</li></ul>Site is delivered <br />
  38. 38. 25<br />Keys to Success<br />Technically, there is only one ‘internet,’ but most websites aren’t built for a small screen.<br />Build an optimized experience that connects people on the go.<br /><ul><li>much less content
  39. 39. a narrower body
  40. 40. fewer images
  41. 41. searchable</li></ul>25<br />
  42. 42. Cars.com makes car shopping easy with on-the-go tools like a Payment Calculator and Kelley Blue Book Used Car Values.<br />26<br />Mobile Web Case Study: Cars.com<br />
  43. 43. 27<br />Mobile Web Case Study: Burger King<br />
  44. 44. 28<br />Apps<br />From the looks of it, about 100 apps are being downloaded every second.<br />That's 6,000 every minute<br />360,000 every hour and <br />8.6 million a day.<br />Source: MocoNews.net<br />
  45. 45. 29<br />Apps<br />Mobile Apps, or applications, are pieces of software that run on a mobile device. Initially, mobile phones came with apps pre-installed such as a calculator, instant messenger, mobile web browser, etc. <br />Types of Apps include:<br />Novelties<br />Games<br />Re-packaged website experience<br />Location-Based Services (LBS)<br />Utility Apps<br />CommerceMultimedia Entertainment<br />
  46. 46. 30<br />How do they work?<br /><ul><li>Software Downloaded to Phone
  47. 47. Taps Into Native Phone Features
  48. 48. Great User Experience</li></li></ul><li>31<br />App Distribution<br />Top App Stores<br />The average iPhone and Android user has 23.6 apps and uses 6.8 apps every day. – Gravity Tank<br />
  49. 49. 32<br />App Case Study: Taco Bell <br /><ul><li> Available for iPhone or Blackberry
  50. 50. Shows Value Menu options based on your budget
  51. 51. Calculates change and locates nearby stores</li></li></ul><li><ul><li>Nike ID iPhone App allows you to create a shoe based on something that inspires you
  52. 52. You take a picture and Nike places those colors on your shoe
  53. 53. Custom and then buy the shoe, all from the app</li></ul>33<br />App Case Study: Nike ID<br />
  54. 54. 34<br />SamplingCase Study: Huggies<br />.<br />f<br />Huggies’ Pull Ups offers customers a sample of their new Potty Prints as well as a free callback from their favorite Disney character, encouraging children who are potty training. <br />This campaign is promoted on their packaging and integrates SMS, Mobile Web and IVR to communicate the message.<br />
  55. 55. Participation Drivers<br />35<br />
  56. 56. 36<br />Provide mobile .com access to the small but growing number of consumers looking for info on the go<br />
  57. 57. 37<br />To capture the attention of on the go shoppers or price comparers, a local or national mobile search media buy can be done.<br />
  58. 58. 38<br /><ul><li> QR codes:
  59. 59. Snap Tag
  60. 60. Jag Tag
  61. 61. etc.
  62. 62. SMS
  63. 63. Store Circular
  64. 64. Sales Guide for Store Reps</li></li></ul><li>39<br /><ul><li> Banners</li></li></ul><li>40<br />
  65. 65. MOBILE BRAND LEADER: TARGET<br />41<br />
  66. 66. 42<br />Case Study:How Target Delivers Value<br />
  67. 67. 43<br />Case Study:How Target Delivers Value<br />
  68. 68. 44<br />Case Study:How Target Delivers Value<br />Mobile Web Site<br />
  69. 69. 45<br />Case Study: How Target Delivers Value<br />iPhone Application<br />
  70. 70. 46<br />Case Study: How Target Delivers Value<br />Register Gift Cards into iPhone App<br />
  71. 71. MOBILE TRENDS<br />47<br />
  72. 72. 48<br />Augmented Reality<br />
  73. 73. 49<br />Location Based Services<br />
  74. 74. 50<br />The ‘Splinternet’<br />
  75. 75. Thank you.Molly GarrisManager, Digital Strategymolly.garris@arcww.com<br />