1. Phone: (248) 470-3257
Introduction to Mobile Technology Email: Linda@StrategicGrowthConcepts.com
Twitter: twitter.com/StrategicGrowth
Using Mobile Technology
to Grow Your Firm’s Revenue
& Assist Your Clients
Sponsored by:
Introduction to Mobile Technology 2011 1
2. Phone: (248) 470-3257
Introduction to Mobile Technology Email: Linda@StrategicGrowthConcepts.com
Twitter: twitter.com/StrategicGrowth
Today’s Presenter: Linda Daichendt
CEO, Strategic Growth Concepts
A marketing / management consulting firm
Founder, Mobile Technology Association of Michigan (MTAM)
A Michigan-based trade association for the mobile industry
Co-founder Mobile Monday Michigan
A networking organization for those interested in Mobile Technology
Co-host, ‘The Mobile Marketing Review’
A podcast series about the international Mobile Marketing industry
Introduction to Mobile Technology 2011 2
3. Phone: (248) 470-3257
Introduction to Mobile Technology Email: Linda@StrategicGrowthConcepts.com
Twitter: twitter.com/StrategicGrowth
Introduction to Mobile Technology 2011 3
4. Phone: (248) 470-3257
Introduction to Mobile Technology Email: Linda@StrategicGrowthConcepts.com
Twitter: twitter.com/StrategicGrowth
Mobile Technology Overview
How can it be utilized in your
business to increase productivity and
profitability?
Introduction to Mobile Technology 2011 4
5. Phone: (248) 470-3257
Introduction to Mobile Technology Email: Linda@StrategicGrowthConcepts.com
Twitter: twitter.com/StrategicGrowth
Business Uses of Mobile Technology
• Marketing / Advertising; mobile coupons, loyalty cards, redemption
vouchers, discount offers, product videos / photos / audio, surveys,
contests
– (SMS, MMS, QR codes, mobile web, mobile apps, GPS, Bluetooth, voice messaging)
• Customer service; helpdesk, order processing – direct communication
– (SMS, mobile web, voice messaging)
• Inventory management
– (QR codes, Bluetooth, mobile apps)
• Production
– (GPS, Bluetooth, QR codes)
• Accounting; submitting expenses, mileage, client orders, client payments
(or clients’ customer payments), client reporting
– (SMS, mobile web, mobile apps)
• Field sales; quotes, order processing, order deposit processing
– (mobile apps, mobile web, Bluetooth, GPS)
Introduction to Mobile Technology 2011 5
6. Phone: (248) 470-3257
Introduction to Mobile Technology Email: Linda@StrategicGrowthConcepts.com
Twitter: twitter.com/StrategicGrowth
Our Emphasis Today
Mobile Marketing
Introduction to Mobile Technology 2011 6
7. Phone: (248) 470-3257
Introduction to Mobile Technology Email: Linda@StrategicGrowthConcepts.com
Twitter: twitter.com/StrategicGrowth
Importance of Mobile Marketing
Why is it important to include Mobile
Marketing as part of the overall
marketing strategy?
Introduction to Mobile Technology 2011 7
8. Phone: (248) 470-3257
Introduction to Mobile Technology Email: Linda@StrategicGrowthConcepts.com
Twitter: twitter.com/StrategicGrowth
Mobile as the primary consumer device
Worldwide mobile vs. PC penetration
5.0 B vs. 1.1 B
ABI Research, July 2010
Preferred Consumer Device of U.S. Internet Users by Generation
Mobile #1
Mobile Computer TV Other
Source: Accenture “Get Ready: Digital Lifestyle 3.0” Oct 2008, based on Dec 2007 survey
Introduction to Mobile Technology 2011 8
9. Phone: (248) 470-3257
Introduction to Mobile Technology Email: Linda@StrategicGrowthConcepts.com
Twitter: twitter.com/StrategicGrowth
Texting is the #1 function used on cell phones; not voice calls
Average Number of Monthly Calls vs. Texts Among U.S. Subscribers1
2006 2007 2008
1 = “The Short Code Marketing Opportunity”, Dec 2008, citing a Q2 2008 study, Nielsen Mobile
Introduction to Mobile Technology 2011 9
10. Phone: (248) 470-3257
Introduction to Mobile Technology Email: Linda@StrategicGrowthConcepts.com
Twitter: twitter.com/StrategicGrowth
Why Mobile is an Important Channel
• Studies Show:
– Industry estimates indicate that by 2013 the U.S. will top 100% per
capita penetration of mobile phone use
– 84% of mobile phone users keep their mobile device within 10 feet of
them at all times; therefore they are easily accessible
– Consumer use of the Internet via mobile phone has increased over
1200% in the last few years
– 97% of consumers read text messages within 15 minutes of receipt, and
respond to them within 1 hour
– Average response rate to a mobile offer is between 12 – 15%; though
many firms are seeing response rates exceeding 60%
– 38% said they had taken action based on mobile ads
– 30% said mobile ads had led them to share information
– 22% said mobile ads had influenced a purchase decision
Introduction to Mobile Technology 2011
Nielsen Mobile, 2008; ABI Research, 10
11. Phone: (248) 470-3257
Introduction to Mobile Technology Email: Linda@StrategicGrowthConcepts.com
Twitter: twitter.com/StrategicGrowth
More About Mobile’s Importance
• 1/3 of mobile searches are tied to local
• 27% of U.S. mobile web users have clicked on a mobile ad
• 53% of mobile users would share their location to receive
relevant ads
• Mobile coupon redemption is 10X that of traditional coupons
• B2B mobile marketing to grow from $26 million in 2009 to $106
million in 2014
• By 2015, more than 50% of mobile users will participate in mobile
banking
Sitewire, June 21, 2010 Introduction to Mobile Technology 2011 11
12. Phone: (248) 470-3257
Introduction to Mobile Technology Email: Linda@StrategicGrowthConcepts.com
Twitter: twitter.com/StrategicGrowth
Mobile Media Usage is Soaring
• 1 out of every 7 minutes of media consumption today (from
traditional media) takes place via mobile devices
• 95% of the respondents said they used mobile media to fill
downtime
• 82% said they use it at work, 81% use it while shopping, 80% use
it at home, 65% use it while commuting to their jobs
• 77% of those polled in the research said they use TV and mobile at
the same time to enhance the overall media-consumption
experience
• 55% of mobile users follow brands across multiple media
• 56% said they have been driven to mobile from other media
• 42% said they have been driven from mobile to other media
Introduction to Mobile Technology 2011 12
13. Phone: (248) 470-3257
Introduction to Mobile Technology Email: Linda@StrategicGrowthConcepts.com
Twitter: twitter.com/StrategicGrowth
Why Is Mobile Important to the Marketing Mix?
Consumers (and advertisers) are leaving traditional media…
U.S. Media Performance Q1 20091
Radio TV Newspapers Yellow Pages Internet
Percentage
Change vs.
Prior Year’s
Quarter
1 = BIA/Kelsey 2009 Introduction to Mobile Technology 2011 13
14. Phone: (248) 470-3257
Introduction to Mobile Technology Email: Linda@StrategicGrowthConcepts.com
Twitter: twitter.com/StrategicGrowth
And They’re Moving to Mobile!
US Residents
Do you, personally, have a cell
phone?
Yes No
NOTE:
Total US Residents 93% 7%
Employed Residents 92% 8% Mobile market
Men 87% 13% penetration in Europe
Gender
Women 86% 14% is over 140% due to
Under 45 94% 6% ownership of multiple
Age
45 or older 82% 18% devices; the U.S. is
< $50,000 82% 18% moving in the same
Household Income
> $50,000 95% 5% direction.
Northeast 89% 11%
Midwest 82% 18%
Region
South 89% 11%
West 85% 15%
Marist Poll National Residents "N=1128 MOE +/- 3%". Totals may not add to 100 due to
rounding.
Introduction to Mobile Technology 2011 14
15. Phone: (248) 470-3257
Introduction to Mobile Technology Email: Linda@StrategicGrowthConcepts.com
Twitter: twitter.com/StrategicGrowth
Introduction to Mobile Technology 2011 15
16. Phone: (248) 470-3257
Introduction to Mobile Technology Email: Linda@StrategicGrowthConcepts.com
Twitter: twitter.com/StrategicGrowth
Mobile Activities by Generation
Gen Y (14-26)
Gen X (27-43)
Boomers (44-62)
Source: Deloitte, State of the Media Democracy, Fourth Edition.
Introduction to Mobile Technology 2011 16
17. Phone: (248) 470-3257
Introduction to Mobile Technology Email: Linda@StrategicGrowthConcepts.com
Twitter: twitter.com/StrategicGrowth
The Consumer Viewpoint
What do consumers think about
mobile, and how are they using it?
Introduction to Mobile Technology 2011 17
18. Phone: (248) 470-3257
Introduction to Mobile Technology Email: Linda@StrategicGrowthConcepts.com
Twitter: twitter.com/StrategicGrowth
Consumers Interest Level in Mobile Advertising
73%
I’m interested in
receiving coupons via
SMS or MMS.
13% I don’t want this.
Source: Yankee Group, “Mobile Commerce for the Holidays” Nov 17, 2009
Introduction to Mobile Technology 2011 18
19. Phone: (248) 470-3257
Introduction to Mobile Technology Email: Linda@StrategicGrowthConcepts.com
Twitter: twitter.com/StrategicGrowth
What Consumers Think about Mobile Advertising
Introduction to Mobile Technology 2011 19
20. Phone: (248) 470-3257
Introduction to Mobile Technology Email: Linda@StrategicGrowthConcepts.com
Twitter: twitter.com/StrategicGrowth
The Growth of Mobile Coupons
Introduction to Mobile Technology 2011 20
21. Phone: (248) 470-3257
Introduction to Mobile Technology Email: Linda@StrategicGrowthConcepts.com
Twitter: twitter.com/StrategicGrowth
How do you want to receive mobile coupons?
Source: Insight Express. Digital Consumer Portrait. Q2, 2010
Introduction to Mobile Technology 2011
21
22. Phone: (248) 470-3257
Introduction to Mobile Technology Email: Linda@StrategicGrowthConcepts.com
Twitter: twitter.com/StrategicGrowth
What do U.S. Consumers Think About Mobile Marketing?
Introduction to Mobile Technology 2011 22
23. Phone: (248) 470-3257
Introduction to Mobile Technology Email: Linda@StrategicGrowthConcepts.com
Twitter: twitter.com/StrategicGrowth
Consumer Thoughts on Specific Mobile Options
Introduction to Mobile Technology 2011 23
24. Phone: (248) 470-3257
Introduction to Mobile Technology Email: Linda@StrategicGrowthConcepts.com
Twitter: twitter.com/StrategicGrowth
Mobile’s Impact
What effect has the growth of the
mobile channel had on marketing
strategies and other media channels?
Introduction to Mobile Technology 2011 24
25. Phone: (248) 470-3257
Introduction to Mobile Technology Email: Linda@StrategicGrowthConcepts.com
Twitter: twitter.com/StrategicGrowth
Text Messages Have Exceptional ROI
Director of Research, Nielsen:
6X Higher
People look at every Than Email
text message they get.
…and 97% do so within 15 minutes
7.2%
Email 1.2%
Texting
Introduction to Mobile Technology 2011 25
Nielsen Mobile, 2008
26. Phone: (248) 470-3257
Introduction to Mobile Technology Email: Linda@StrategicGrowthConcepts.com
Twitter: twitter.com/StrategicGrowth
How Consumers Utilize Mobile
Introduction to Mobile Technology 2011 26
Adobe Mobile Marketing Study 2010
27. Phone: (248) 470-3257
Introduction to Mobile Technology Email: Linda@StrategicGrowthConcepts.com
Twitter: twitter.com/StrategicGrowth
SmartPhone vs. Feature Phone Affect on Mobile Media Use
Introduction to Mobile Technology 2011 27
28. Phone: (248) 470-3257
Introduction to Mobile Technology Email: Linda@StrategicGrowthConcepts.com
Twitter: twitter.com/StrategicGrowth
Top 20 Mobile Content Categories Among Active Users
Introduction to Mobile Technology 2011 28
29. Phone: (248) 470-3257
Introduction to Mobile Technology Email: Linda@StrategicGrowthConcepts.com
Twitter: twitter.com/StrategicGrowth
Use of Mobile Categories by Age
Introduction to Mobile Technology 2011 29
Adobe Mobile Experience Survey, October 2010
30. Phone: (248) 470-3257
Introduction to Mobile Technology Email: Linda@StrategicGrowthConcepts.com
Twitter: twitter.com/StrategicGrowth
Use of Mobile Categories by Gender
Introduction to Mobile Technology 2011 30
Adobe Mobile Experience Survey, October 2010
31. Phone: (248) 470-3257
Introduction to Mobile Technology Email: Linda@StrategicGrowthConcepts.com
Twitter: twitter.com/StrategicGrowth
Types of Mobile Marketing Available
What are the options that companies can use
to incorporate mobile into marketing strategies
for themselves and/or their clients?
Introduction to Mobile Technology 2011 31
32. Phone: (248) 470-3257
Introduction to Mobile Technology Email: Linda@StrategicGrowthConcepts.com
Twitter: twitter.com/StrategicGrowth
Use of mobile marketing is exploding among brand names
A few of the better known names succeeding in mobile marketing
Introduction to Mobile Technology 2011 32
33. Phone: (248) 470-3257
Introduction to Mobile Technology Email: Linda@StrategicGrowthConcepts.com
Twitter: twitter.com/StrategicGrowth
The Most Common Mobile Options
SMS
Mobile sites
#1
Applications From: 244326
Adoption
WagsWiskrs:
Emerging as Get $10 Off Dog
Mass Medium groom & fluff
Thru Fri only
STOP to Opt-out
Richest
Experience
Powerful Simple
21% use 55% use 77% use
Introduction to Mobile Technology 2011
Source: Kelsey 2009; 54.5M Mobile Web Users in 2009 33
34. Phone: (248) 470-3257
Introduction to Mobile Technology Email: Linda@StrategicGrowthConcepts.com
Twitter: twitter.com/StrategicGrowth
SMS Examples
Introduction to Mobile Technology 2011 34
35. Phone: (248) 470-3257
Introduction to Mobile Technology Email: Linda@StrategicGrowthConcepts.com
Twitter: twitter.com/StrategicGrowth
MMS Examples
Introduction to Mobile Technology 2011 35
36. Phone: (248) 470-3257
Introduction to Mobile Technology Email: Linda@StrategicGrowthConcepts.com
Twitter: twitter.com/StrategicGrowth
Mobile App Examples
Introduction to Mobile Technology 2011 36
37. Phone: (248) 470-3257
Introduction to Mobile Technology Email: Linda@StrategicGrowthConcepts.com
Twitter: twitter.com/StrategicGrowth
Mobile Website Examples
View our mobile sites at:
http://GoMobileMichigan.org
http://m.StrategicGrowthConcepts.com
Introduction to Mobile Technology 2011 37
38. Phone: (248) 470-3257
Introduction to Mobile Technology Email: Linda@StrategicGrowthConcepts.com
Twitter: twitter.com/StrategicGrowth
QR Code Examples
Introduction to Mobile Technology 2011 38
39. Phone: (248) 470-3257
Introduction to Mobile Technology Email: Linda@StrategicGrowthConcepts.com
Twitter: twitter.com/StrategicGrowth
Mobile Banner / Video Ads
Introduction to Mobile Technology 2011 39
40. Phone: (248) 470-3257
Introduction to Mobile Technology Email: Linda@StrategicGrowthConcepts.com
Twitter: twitter.com/StrategicGrowth
Mobile Commerce
Introduction to Mobile Technology 2011 40
41. Phone: (248) 470-3257
Introduction to Mobile Technology Email: Linda@StrategicGrowthConcepts.com
Twitter: twitter.com/StrategicGrowth
Additional Types of Mobile Marketing
• Bluetooth (short-range [33 feet] wireless
technology)
– Also known as “proximity marketing”
– the localized wireless distribution of
advertising content associated with a
particular place. In other words, if you
have a cell phone in the proximity of a
marketing broadcast, you would be able to
receive the message or ad.
• Location-based Marketing
– delivers multimedia directly to the user of
a mobile device dependent upon their
location via GPS technology
• Voice / IVR (interactive voice response)
• Mobile SEO
Introduction to Mobile Technology 2011 41
42. Phone: (248) 470-3257
Introduction to Mobile Technology Email: Linda@StrategicGrowthConcepts.com
Twitter: twitter.com/StrategicGrowth
Benefits of Mobile Marketing
• Immediacy • Interactivity
• Affordability • Marketing Campaign Integration
• Distribution • Quantifiable
• Response Rate/Effectiveness • WOW Factor
• Personal /Targeted • Viral Potential
• Mobility/Reachability
Introduction to Mobile Technology 2011 42
43. Phone: (248) 470-3257
Introduction to Mobile Technology Email: Linda@StrategicGrowthConcepts.com
Twitter: twitter.com/StrategicGrowth
Want to See a Mobile Marketing Demo?
SMS (Texting) Campaign
Text the Keyword JOINNOW to 57711 and follow the instructions
Introduction to Mobile Technology 2011 43
44. Phone: (248) 470-3257
Introduction to Mobile Technology Email: Linda@StrategicGrowthConcepts.com
Twitter: twitter.com/StrategicGrowth
QR Code / Mobile Website
To scan this QR code, you will
need a free QR reader, which
you can download from your
smart-phone’s app store.
Introduction to Mobile Technology 2011 44
45. Phone: (248) 470-3257
Introduction to Mobile Technology Email: Linda@StrategicGrowthConcepts.com
Twitter: twitter.com/StrategicGrowth
• Mobile websites
Customized
• Mobile applications
Mobile Solutions • Simple SMS systems that enable:
are Available, – Auto responders
– Push campaigns
Including: • Complex SMS systems that enable:
– Higher level of customer data retrieval
– Double opt-in
– Text2Win campaigns
– Text2Survey programs
– Loyalty programs
• QR codes (branded & non-branded)
• Business productivity services
• Mobile banner ads
• Managed mobile services
• And much, much more!
Introduction to Mobile Technology 2011 45
46. Phone: (248) 470-3257
Introduction to Mobile Technology Email: Linda@StrategicGrowthConcepts.com
Twitter: twitter.com/StrategicGrowth
How We Can Help Your Firm Take
Advantage of Mobile Technology
As a Certified Mobile Solutions Provider, we can:
• Identify the appropriate Mobile Technology Services vendor(s) to provide the requested
services
• Negotiate services rates / terms with Mobile Technology Services vendors
• Upon approval of negotiated Mobile Technology Services rates / terms; set up accounts
with selected vendors.
• Facilitate customized mobile solutions; coordinate w/ internal IT staff
• Work with selected vendors to provide all necessary Mobile training to your staff
• For Mobile Marketing re-sell services, provide Mobile Strategy & Pricing consultation to aid
you in developing your Mobile Marketing service line
• Technical support as required; coordination with vendor should a technical issue occur that
cannot be resolved with our assistance
Introduction to Mobile Technology 2011 46
47. Phone: (248) 470-3257
Introduction to Mobile Technology Email: Linda@StrategicGrowthConcepts.com
Twitter: twitter.com/StrategicGrowth
QUESTIONS?
Contact us via the phone, email or Twitter info above to get started using Mobile!
Introduction to Mobile Technology 2011 47