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Integrating Digital Marketing Across Channels
Short Code Management
Joel Morrow
CEO
Mobile Fusion
mobile-fusion.com
joel.morrow@mobile-fusion.com
303.980.4900 office
303.949.2298 mobile
@Mobile_Fusion #DMA2011
3. Bio
Joel Morrow – CEO of Mobile Fusion
• Frequent industry speaker on mobile, social and digital
marketing for the Direct Marketing Association (DMA),
American Marketing Assoc. (AMA), National Restaurant
Association, the National Retail Federation and other groups.
• Previously, Director of Product Development, Digital Ventures
at Western Union where he developed and executed the
company's mobile marketing strategy/roadmap and global
mobile money transfer product.
• MBA from the University of Colorado at Boulder.
3
© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | info@mobile-fusion.com
4. Mobile Fusion is a leading
Agenda
digital marketing agency
• The challenges/opportunities of a multichannel world
• Success stories and industry best practices
• Digital Marketing RoadmapTM
• Top 3 free / low-cost ideas
4
© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | info@mobile-fusion.com
5. Mobile Fusion is a leading
digital marketingClients
A Few of Our agency
What we can do for you:
1. Use mobile, social media and digital marketing to increase engagement, brand
affinity and sales.
2. Marketing programs: Mobile | Social Media | Website | Multichannel | Email | In-Store
5
© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | info@mobile-fusion.com
6. Your customers are mobile,asocial & digital.
Mobile Fusion is leading
digital Are you? agency
marketing
6
© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | info@mobile-fusion.com
7. Dumb Mistake to Avoid: QR Codes
7
© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | info@mobile-fusion.com
8. Best Practice: Connect Offline to Online…
©
2008-‐2010
Mobile
Fusion
|
All
Rights
Reserved
|
Confiden=al
|
mobile-‐fusion.com
|
720.963.8000
|
800.431.8556
|
info@mobile-‐fusion.com
9. …from web to social media…
©
2008-‐2010
Mobile
Fusion
|
All
Rights
Reserved
|
Confiden=al
|
mobile-‐fusion.com
|
720.963.8000
|
800.431.8556
|
info@mobile-‐fusion.com
10. …to deliver coupons on the mobile
phone...
©
2008-‐2010
Mobile
Fusion
|
All
Rights
Reserved
|
Confiden=al
|
mobile-‐fusion.com
|
720.963.8000
|
800.431.8556
|
info@mobile-‐fusion.com
11. … and drive World of Mouth Marketing.
©
2008-‐2010
Mobile
Fusion
|
All
Rights
Reserved
|
Confiden=al
|
mobile-‐fusion.com
|
720.963.8000
|
800.431.8556
|
info@mobile-‐fusion.com
12. Poll Question
• How many Americans have a Facebook account?
1. 33%
2. 48%
3. 60%
12
© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | info@mobile-fusion.com
13. Poll Question
• How many Americans have a Facebook account?
1. 33%
2. 48%
3. 60%
Source: Facebook, May, 2011.
13
© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | info@mobile-fusion.com
14. Phase 2 – Run: Vail’s EpicMix integrates on-mountain,
online, social & mobile to earn its price premium.
14
15. On your computer or mobile phone…
15
© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | info@mobile-fusion.com
16. Connect with friends…
16
© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | info@mobile-fusion.com
17. Results: Vail’s EpicMix First Year
• 100,000 guests activated = 15% adoption.
• 275,000 social posts on Facebook & Twitter
• 35 million social impressions*
• 2011/2012 season pass sales: +19%
increase with +27% revenue
Sources:
• VailResorts.com, 8.31.2011 press release
• VailResorts.com, Q3, 2011 quarterly financial results.
• Based on Vail’s assumption of Facebook's estimate of 130 friends per person.
17
© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | info@mobile-fusion.com
18. Integrate Across Channels
Mobile Website
Desktop Signage
Website
Email
Text Message
Facebook
Post
18
© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | info@mobile-fusion.com
19. Increase responseis a leading
Mobile Fusion rates by adding
mobile to traditionalagency
digital marketing marketing
Campaign:
• Mobile Fusion implemented a QR code on its
direct mail campaign to drive recipients to view
a YouTube video and request more
information through a mobile webpage form.
Results:
• 266 people viewed YouTube video
• 36 people requested more
information
13.5% conversion rate
19
© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | info@mobile-fusion.com
20. PizzaHut.com/Apps
20
©
2008-‐2010
Mobile
Fusion
|
All
Rights
Reserved
|
Confiden=al
|
mobile-‐fusion.com
|
720.963.8000
|
800.431.8556
|
info@mobile-‐fusion.com
21. Poll Question
• Who owns the data on your Facebook Page?
1. You
2. Mark Zuckerberg
21
© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | info@mobile-fusion.com
22. Poll Question
• Who owns the data on your Facebook Page?
1. You
2. Mark Zuckerberg
• Facebook owns your data, not you.
• It can change its rules anytime, including
restricting your Facebook Fan Page.
• Best practice: Seek to collect name, email and
mobile phone number from your fans so you can
re-engage outside of Facebook’s “wall garden.”
22
© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | info@mobile-fusion.com
23. Mobile Fusion Best Practice
Phase 1 – Walk: ….Increase # of Likes to build Facebook database and
word of mouth
© 2008-2010 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | info@mobile-fusion.com 23
24. Lightly Engaging Conversations Are Key …
24
© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | info@mobile-fusion.com
25. … obtain email and mobile phone #
for future direct marketing and…
25
© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | info@mobile-fusion.com
26. ….drive word of mouth advertising.
Published to fan’s Facebook network.
26
© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | info@mobile-fusion.com
27. Use Digital | Social | is a leading
Mobile Fusion Mobile to advance
each stage marketing agency
digital of the Purchase Funnel
Awareness | Research
TV | print | social | mobile
Shopping
|
Engage
QR
code|
search/PPC
|
Facebook
Purchase
(store
|
web
|
phone)
Post-‐purchase
support
+
Cross-‐sell
Brand
Advocate
27
© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | info@mobile-fusion.com
28. Phase 1 - Walk: Don’t replicate your website on the mobile
phone. Prioritize the top 3-5 things customers are seeking
28
© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | info@mobile-fusion.com
29. Build Email and Mobile Databases
29
© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | info@mobile-fusion.com
30. Mobile Fusion Case Study
Phase 2 – Run: Use mobile for slow times and at the last minute to drive
incremental sales on slow days/times and during seasonal promotions
EdibleArrangements.com
Father’s Day promo results =
365% ROI with 1.6% buy rate
(11x higher than email’s 0.15%)
30
© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | info@mobile-fusion.com
31. Though
mobile
video,
create
brand
believers
©
2008-‐2010
Mobile
Fusion
|
All
Rights
Reserved
|
Confiden=al
|
mobile-‐fusion.com
|
720.963.8000
|
800.431.8556
|
info@mobile-‐fusion.com
32. B2B: Tell Your Story on Printed
Materials (biz card, trade show booth)
Best
Prac*ce
Add
Text
Call
to
Ac=on
for
2/3rd
of
Americans
without
a
Smartphone
©
2008-‐2010
Mobile
Fusion
|
All
Rights
Reserved
|
Confiden=al
|
mobile-‐fusion.com
|
720.963.8000
|
800.431.8556
|
info@mobile-‐fusion.com
33. DigitalProposed Solution TM
Marketing Roadmap
33
© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | info@mobile-fusion.com
34. Digital Marketing RoadmapTM
Phase 1-Walk Phase 2-Run Phase 3-Leap
Execute eCRM
Build Capabilities Campaigns Right msg @ right
Across Channels time via right channel
34
© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | info@mobile-fusion.com
35. Digital Marketing Roadmap
Call or email for copy of our
Digital Marketing Roadmap with
multichannel marketing calendar
Joel Morrow
CEO
Mobile Fusion
mobile-fusion.com
jmorrow@mobile-fusion.com
303.980.4900 office
© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | info@mobile-fusion.com
36. Top 3 Free / Low-Cost Ideas
1. Fix website on mobile phone with single
mobile webpage with contact info.
2. Add Like Us button to website home page
and move above fold.
3. Create and share company-wide
multichannel marketing calendar.
36
© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | info@mobile-fusion.com
37. Conclusion:
Why multichannel should be a priority
1. Bad customer experience
2. Stop working hard doing the wrong things
3. Enhance career marketability inside and
outside your company
37
© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | info@mobile-fusion.com
38. Questions
• Email or provide card for copy of presentation
Joel Morrow
CEO
Mobile Fusion
mobile-fusion.com
joel.morrow@mobile-fusion.com
303.980.4900 office
303.949.2298 mobile
@Mobile_Fusion twitter
#DMA2011 twitter
LinkedIn.com/in/JoelMorrow
38
© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | info@mobile-fusion.com
39. Proposed Solution
Appendix
39
© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | info@mobile-fusion.com
40. Mobile Fusion is a leading
Social Media Stats
digital marketing agency
• 150
/
309
million
or
48%
Americans
use
Facebook
(source
Facebook,
US
Census,
5.22.2011)
• 50%
of
its
ac=ve
users
access
Facebook
via
mobile
(Source:
Facebook).
• Those
who
access
Facebook
via
their
mobile
device
are
proven
to
be
twice
as
ac6ve
as
those
who
don’t.
• The
average
American
Internet
user
watches
30
minutes
of
video
online
per
day
[40
percent
increase
over
2009]
(comScore)
Compared
to
5
hours
of
television
per
day
40
© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | info@mobile-fusion.com
41. Mobile Fusion is a leading
Mobile Stats
digital marketing agency
Mobile Statistics
1) More text messages / day than voice calls on mobile phone.1
2) 97% of text messages are opened with 83% opened within one hour.2
3) In October, 2010: 7 of 10 Americans texted; 36% used the mobile web; 1 in 4 used
social media.3
4) 52% of shoppers use smartphones to compare prices, 37% locate retailers via
smartphone, 23% of shoppers make purchases via their mobile phone.4
5) 1/3rd of Facebook’s 600 million users access via mobile.5
Mobile Trends
Our mobile devices are the foundation of our digital lives
They are becoming our digital “Swiss army knife”
Mobile & Social Media are synonymous as consumers use mobile as their
frequent devices to check Facebook, get directions, view store hours, check
prices
Sources:
1 CTIA-The Wireless Association (trade association of U.S. wireless carriers). 4 Google, “Think Holiday,” August 2010.
2 New York Times, 9.23.2008-2010 article quoting U.S. wireless carrier research. 5 Facebook, 2010. 41
3 ComScore MobiLens study, October, 2010.
© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | info@mobile-fusion.com