Presentation is loading. Please wait.

Presentation is loading. Please wait.

Creating a Mobile Strategy Kelly October 18, 2011 Mobile marketing is no longer something companies need to try – it's something they.

Similar presentations


Presentation on theme: "Creating a Mobile Strategy Kelly October 18, 2011 Mobile marketing is no longer something companies need to try – it's something they."— Presentation transcript:

1 Creating a Mobile Strategy Kelly October 18, 2011 Mobile marketing is no longer something companies need to try – it's something they need to do.

2 Contents The State of Mobile Creating a Mobile Strategy

3 Contents The State of Mobile Types of Mobile Media Creating a Mobile Strategy

4 Contents The State of Mobile Types of Mobile Media Define Your Objectives Creating a Mobile Strategy

5 Contents The State of Mobile Types of Mobile Media Define Your Objectives Know Your Audience Creating a Mobile Strategy

6 Contents The State of Mobile Types of Mobile Media Define Your Objectives Know Your Audience Define Your Strategy Creating a Mobile Strategy

7 Contents The State of Mobile Types of Mobile Media Define Your Objectives Know Your Audience Define Your Strategy Technology Choices Creating a Mobile Strategy

8 Contents The State of Mobile Types of Mobile Media Define Your Objectives Know Your Audience Define Your Strategy Technology Choices Integration Planning Creating a Mobile Strategy

9 Contents The State of Mobile Types of Mobile Media Define Your Objectives Know Your Audience Define Your Strategy Technology Choices Integration Planning Selecting a Vendor Creating a Mobile Strategy

10 The State of Mobile Number of American adults (13+) with a mobile phone 2 : 234 million 1 Cellular Telephone Industry Association, ComScore, October, Ipsos/Google, July, 2011 Creating a Mobile Strategy

11 The State of Mobile Number of American adults (13+) with a mobile phone 2 : 234 million Percent of mobile-only households 1 : 27 1 Cellular Telephone Industry Association, ComScore, October, Ipsos/Google, July, 2011 Creating a Mobile Strategy

12 The State of Mobile Number of American adults (13+) with a mobile phone 2 : 234 million Percent of mobile-only households 1 : 27 Percent who use text-messaging 2 : 71 1 Cellular Telephone Industry Association, ComScore, October, Ipsos/Google, July, 2011 Creating a Mobile Strategy

13 The State of Mobile Number of American adults (13+) with a mobile phone 2 : 234 million Percent of mobile-only households 1 : 27 Percent who use text-messaging 2 : 71 Percent who access the web 2 : 42 1 Cellular Telephone Industry Association, ComScore, October, Ipsos/Google, July, 2011 Creating a Mobile Strategy

14 The State of Mobile Number of American adults (13+) with a mobile phone 2 : 234 million Percent of mobile-only households 1 : 27 Percent who use text-messaging 2 : 71 Percent who access the web 2 : 42 Percent of smartphones 2 : 40 1 Cellular Telephone Industry Association, ComScore, October, Ipsos/Google, July, 2011 Creating a Mobile Strategy

15 The State of Mobile Number of American adults (13+) with a mobile phone 2 : 234 million Percent of mobile-only households 1 : 27 Percent who use text-messaging 2 : 71 Percent who access the web 2 : 42 Percent of smartphones 2 : 40 Percent of smartphone users who access the web at least daily 3 : 78 1 Cellular Telephone Industry Association, ComScore, October, Ipsos/Google, July, 2011 Creating a Mobile Strategy

16 Types of Mobile Media Reach (% of mobile users) Ease of implementation (Scale 1-10) User-experience Creating a Mobile Strategy

17 SMS / Text-Messaging Short/Long Codes Creating a Mobile Strategy

18 SMS / Text-Messaging Short/Long Codes Build a database Creating a Mobile Strategy

19 SMS / Text-Messaging Short/Long Codes Build a database Push-style content Creating a Mobile Strategy

20 SMS / Text-Messaging Short/Long Codes Build a database Push-style content Creating a Mobile Strategy 95% Reach:

21 SMS / Text-Messaging Short/Long Codes Build a database Push-style content Creating a Mobile Strategy 95% Reach: User-experience: consistent, familiar

22 SMS / Text-Messaging Short/Long Codes Build a database Push-style content Creating a Mobile Strategy 95% Reach: Easy Hard SMS Implementation: User-experience: consistent, familiar

23 Creating a Mobile Strategy = ??

24 MMS (Multi-Media Messaging Service) Barcodes/QR Codes Creating a Mobile Strategy QR MS Tag MatrixBeeTag

25 MMS (Multi-Media Messaging Service) Barcodes/QR Codes Images/pictures Creating a Mobile Strategy QR MS Tag MatrixBeeTag

26 MMS (Multi-Media Messaging Service) Barcodes/QR Codes Images/pictures Video Creating a Mobile Strategy QR MS Tag MatrixBeeTag

27 MMS (Multi-Media Messaging Service) Barcodes/QR Codes Images/pictures Video Creating a Mobile Strategy QR MS Tag MatrixBeeTag <40% Reach:

28 MMS (Multi-Media Messaging Service) Barcodes/QR Codes Images/pictures Video Creating a Mobile Strategy QR MS Tag MatrixBeeTag <40% Reach: User-experience: inconsistent, unfamiliar, richer

29 MMS (Multi-Media Messaging Service) Barcodes/QR Codes Images/pictures Video Creating a Mobile Strategy QR MS Tag MatrixBeeTag <40% Reach: Easy Hard QR Implementation: User-experience: inconsistent, unfamiliar, richer Pics

30 Mobile Web Define your purpose Creating a Mobile Strategy

31 Mobile Web Define your purpose Auto-detect mobile device Creating a Mobile Strategy

32 Mobile Web Define your purpose Auto-detect mobile device Content is key Creating a Mobile Strategy

33 Mobile Web Define your purpose Auto-detect mobile device Content is key Creating a Mobile Strategy 75% Reach:

34 Mobile Web Define your purpose Auto-detect mobile device Content is key Creating a Mobile Strategy 75% Reach: User-experience: consistent, familiar

35 Mobile Web Define your purpose Auto-detect mobile device Content is key Creating a Mobile Strategy 75% Reach: Easy Hard Web Implementation: User-experience: consistent, familiar

36 Downloadable Applications Very interactive Creating a Mobile Strategy

37 Downloadable Applications Very interactive Complex delivery Creating a Mobile Strategy

38 Downloadable Applications Very interactive Complex delivery Expensive development Application Marketplaces Apple, Android, Rim, Windows, Nokia Creating a Mobile Strategy

39 Downloadable Applications Very interactive Complex delivery Expensive development Application Marketplaces Apple, Android, Rim, Windows, Nokia Creating a Mobile Strategy 25% Reach:

40 Downloadable Applications Very interactive Complex delivery Expensive development Application Marketplaces Apple, Android, Rim, Windows, Nokia Creating a Mobile Strategy 25% Reach: User-experience: consistent, engaging

41 Downloadable Applications Very interactive Complex delivery Expensive development Application Marketplaces Apple, Android, Rim, Windows, Nokia Creating a Mobile Strategy 25% Reach: Easy Hard Apps Implementation: User-experience: consistent, engaging

42 IVR Integrated Voice Response Instant response Creating a Mobile Strategy

43 IVR Integrated Voice Response Instant response Interactive Creating a Mobile Strategy

44 IVR Integrated Voice Response Instant response Interactive Develop a database Creating a Mobile Strategy

45 IVR Integrated Voice Response Instant response Interactive Develop a database Creating a Mobile Strategy 100% Reach:

46 IVR Integrated Voice Response Instant response Interactive Develop a database Creating a Mobile Strategy 100% Reach: User-experience: consistent, familiar

47 IVR Integrated Voice Response Instant response Interactive Develop a database Creating a Mobile Strategy 100% Reach: Easy Hard IVR Implementation: User-experience: consistent, familiar

48 Mobile Advertising Banner Ads Mobile/WAP sites In-game or in-application Landing Pages Creating a Mobile Strategy

49 Mobile Advertising Banner Ads Mobile/WAP sites In-game or in-application Landing Pages SMS End-of-message Tags Full message Creating a Mobile Strategy

50 Mobile Advertising Banner Ads Mobile/WAP sites In-game or in-application Landing Pages SMS End-of-message Tags Full message Advertising Networks (adMob, Jumptap, others) Creating a Mobile Strategy

51 Mobile Advertising Banner Ads Mobile/WAP sites In-game or in-application Landing Pages SMS End-of-message Tags Full message Advertising Networks (adMob, Jumptap, others) Direct to mobile site owner Creating a Mobile Strategy

52 Questions?

53 Creating a Mobile Strategy ApplicationMobile WebSMS Content

54 Creating a Mobile Strategy Discovery ApplicationMobile WebSMS Content SMS QR Code Advertising NFC Mobile Web

55 Creating a Mobile Strategy Discovery ApplicationMobile WebSMS Content SMS QR Code Advertising NFC Mobile Web

56 Developing a Mobile Plan Define your objectives Creating a Mobile Strategy

57 Developing a Mobile Plan Define your objectives Understand your audience Creating a Mobile Strategy

58 Developing a Mobile Plan Define your objectives Understand your audience Define the strategy Creating a Mobile Strategy

59 Developing a Mobile Plan Define your objectives Understand your audience Define the strategy Choose the mobile media Creating a Mobile Strategy

60 Working example GoodPuppy.org Mission: Eliminate cruelty to domestic pets through identification, protection and education. Creating a Mobile Strategy

61 Define your objectives Primary and secondary objectives Creating a Mobile Strategy

62 Define your objectives Primary and secondary objectives Increase donations/sales Creating a Mobile Strategy

63 Define your objectives Primary and secondary objectives Increase donations/sales Reduce costs Creating a Mobile Strategy

64 Define your objectives Primary and secondary objectives Increase donations/sales Reduce costs Recruit volunteers Creating a Mobile Strategy

65 Define your objectives Primary and secondary objectives Increase donations/sales Reduce costs Recruit volunteers Increase advocacy Creating a Mobile Strategy

66 Define your objectives Primary and secondary objectives Increase donations/sales Reduce costs Recruit volunteers Increase advocacy Measurable Creating a Mobile Strategy

67 Define your objectives Primary and secondary objectives Increase donations/sales Reduce costs Recruit volunteers Increase advocacy Measurable Consider a phased approach Creating a Mobile Strategy

68 Define your objectives Primary and secondary objectives Increase donations/sales Reduce costs Recruit volunteers Increase advocacy Measurable Consider a phased approach GoodPuppy example: Rescue 5 additional pets per week. Creating a Mobile Strategy

69 Questions?

70 Developing a Mobile Plan Define your objectives Creating a Mobile Strategy

71 Developing a Mobile Plan Define your objectives Understand your audience Creating a Mobile Strategy

72 Understand your audience Current vs. Desired Creating a Mobile Strategy

73 Understand your audience Current vs. Desired Develop a mobile profile Devices Activities Creating a Mobile Strategy

74 Understand your audience Current vs. Desired Develop a mobile profile Devices Activities Demographics Creating a Mobile Strategy

75 Understand your audience Current vs. Desired Develop a mobile profile Devices Activities Demographics Historical patterns Creating a Mobile Strategy

76 Understand your audience Current vs. Desired Develop a mobile profile Devices Activities Demographics Historical patterns GoodPuppy example: current: 35-50yr old pet owners, urban, tech-savvy Creating a Mobile Strategy

77 Mobile Technographics: Understanding The Connected Consumer September 2010 US Mobile Technographics®: 2010

78 Creating a Mobile Strategy Questions?

79 Developing a Mobile Plan Define your objectives Understand your audience Creating a Mobile Strategy

80 Developing a Mobile Plan Define your objectives Understand your audience Define the strategy Creating a Mobile Strategy

81 Define the mobile strategy What do you want to offer/enable? Creating a Mobile Strategy

82 Define the mobile strategy What do you want to offer/enable? GoodPuppy example: Objective: Rescue 5 pets/week. Strategy: Allow real-time reporting and information gathering including photo evidence and location information. Creating a Mobile Strategy

83 Define the mobile strategy What do you want to offer/enable? GoodPuppy example: Objective: Rescue 5 pets/week. Strategy: Allow real-time reporting and information gathering including photo evidence and location information. What is your level of commitment? Creating a Mobile Strategy

84 Questions?

85 Developing a Mobile Plan Define your objectives Understand your audience Define the strategy Creating a Mobile Strategy

86 Developing a Mobile Plan Define your objectives Understand your audience Define the strategy Choose the mobile media Creating a Mobile Strategy

87 Choose the mobile media Based on your audience Creating a Mobile Strategy SMS Mobile Web Application QR Code

88 Choose the mobile media Based on your audience Short-term vs. Long-term Creating a Mobile Strategy SMS Mobile Web Application QR Code

89 Choose the mobile media Based on your audience Short-term vs. Long-term Device and platform features required Creating a Mobile Strategy SMS Mobile Web Application QR Code

90 Choose the mobile media Based on your audience Short-term vs. Long-term Device and platform features required Mobile discovery vs. content Creating a Mobile Strategy SMS Mobile Web Application QR Code

91 Choose the mobile media Based on your audience Short-term vs. Long-term Device and platform features required Mobile discovery vs. content Creating a Mobile Strategy SMS Mobile Web Application QR Code GoodPuppy example: Phase 1: allow mobile user to upload a picture Phase 2: create an application that allows picture/movie-taking

92 Working example GoodPuppy.org Mission: Eliminate cruelty to domestic pets through identification, protection and education. Objectives: Rescue 5 additional pets per week. Audience: current: 35-50yr old pet owners, urban, tech-savvy Strategy: Allow real-time reporting and information gathering including photo evidence and location information. Media: Phase 1: allow mobile user to upload a picture using MMS Phase 2: create an iPhone/Android application that allows picture/movie-taking Creating a Mobile Strategy

93 Questions?

94 Integration Mobile should be a part of a larger strategy Creating a Mobile Strategy

95 Integration Mobile should be a part of a larger strategy Strong Call-to-Action Creating a Mobile Strategy

96 Integration Mobile should be a part of a larger strategy Strong Call-to-Action Compelling and valuable Creating a Mobile Strategy

97 Integration Mobile should be a part of a larger strategy Strong Call-to-Action Compelling and valuable Potential integration points Website Creating a Mobile Strategy

98 Integration Mobile should be a part of a larger strategy Strong Call-to-Action Compelling and valuable Potential integration points Website Printed material Creating a Mobile Strategy

99 Integration Mobile should be a part of a larger strategy Strong Call-to-Action Compelling and valuable Potential integration points Website Printed material Social networks Creating a Mobile Strategy

100 Integration Mobile should be a part of a larger strategy Strong Call-to-Action Compelling and valuable Potential integration points Website Printed material Social networks newsletter Creating a Mobile Strategy

101 Selecting a vendor Strategy Development/Consulting Creating a Mobile Strategy

102 Selecting a vendor Strategy Development/Consulting Media Specialists (e.g. apps, SMS, Web) Creating a Mobile Strategy

103 Selecting a vendor Strategy Development/Consulting Media Specialists (e.g. apps, SMS, Web) Development shops Creating a Mobile Strategy

104 Selecting a vendor Strategy Development/Consulting Media Specialists (e.g. apps, SMS, Web) Development shops Look for: depth of expertise (how long in mobile) Creating a Mobile Strategy

105 Selecting a vendor Strategy Development/Consulting Media Specialists (e.g. apps, SMS, Web) Development shops Look for: depth of expertise (how long in mobile) breadth of knowledge (which aspects of mobile) Creating a Mobile Strategy

106 Selecting a vendor Self-Service Platforms Support the needed features? Who will operate/use the platform? What skills are required? Creating a Mobile Strategy

107 Conclusion Define your objectives Creating a Mobile Strategy

108 Conclusion Define your objectives Understand your audience Creating a Mobile Strategy

109 Conclusion Define your objectives Understand your audience Define the strategy Creating a Mobile Strategy

110 Conclusion Define your objectives Understand your audience Define the strategy Choose the mobile media Creating a Mobile Strategy

111 Conclusion Define your objectives Understand your audience Define the strategy Choose the mobile media Integrate with other efforts Creating a Mobile Strategy

112 The next workshop Mobile Use in the Non-Profit Sector Mobile Fundraising Mobile Advocacy Mobile Marketing and Advertising October 25, 2011 Creating a Mobile Strategy

113 Contact Kelly McIvor Creating a Mobile Strategy

114 Appendix A: The Mobile User-Story Target.comTarget.com vs. m.target.comm.target.com...the mobile use case is about either urgent need-to-know or impulsive want-to-have data. - Steve Smith, Media Post: Mobile Insider Creating a Mobile Strategy


Download ppt "Creating a Mobile Strategy Kelly October 18, 2011 Mobile marketing is no longer something companies need to try – it's something they."

Similar presentations


Ads by Google