4The State of Mobile Usage 234 million Americans age 13+ are mobile subscribers (90% of the U.S. population) ¹50.4% of all U.S. mobile subscribers own smartphones ²1. comScore, 20102. nielson, 2012
5The State of Mobile Usage 85% of the world’s population has wireless access, providing greater reach that the electrical grid (80%)200,000,000+ farmers in India receiving government payments / subsidies via mobile devicesSource: KPCB Internet Trends
6The State of Mobile Usage Mobile internet usage most prevalent in the US and Japan, but usage in China and India is growing rapidly (with a lot growth ahead)COUNTRY3G SUBSCRIBERS3G PENETRATIONY/Y SUB GROWTHUS179 million56%26%Japan117 million97%10%China40 million4%172%India23 million3%1050%Source: KPCB Internet Trends
18Marketing to Your Mobile Customers Display AdsSMS/MMSBluetooth messagingLocation Based MarketingQR CodesMobile Commerce & ShoppingPaid SearchVoice MarketingMobile Apps
19Marketing to Your Mobile Customers Mobile marketing is not a single marketing channel.Consider online marketing: Search, video, and social media are very different disciplines.In the same way that these disciplines can work together in online marketing, the best approach in mobile is an integrated approach.Coupons can be delivered via text messages that link to barcodes. Mobile display ads often promote applications. Mobile social marketing can include video and mobile search and should run in conjunction with other non-mobile promotions.
20Marketing to Your Mobile Customers Step 1: Identify Your GoalsIncrease traffic to the Council Bluffs storeIncrease social media engagementBuild awareness about a new product/service
21Marketing to Your Mobile Customers Step 2: Determine Your Target DemographicIf it’s too broad, elements of your campaign (mobile website, app, SMS system) may try to do a lot of things poorly instead of a handful of things well.If it’s too niche, there might not be a large enough audience to be worth the effort.
22Marketing to Your Mobile Customers Step 3: Understand Your DemographicDoes your target audience use mobile?How much of your current web traffic comes from mobile devices?How does your audience use their devices?
23Marketing to Your Mobile Customers Are they likely to text, take pictures, search, play games, use social media, read news, look for local businesses, surf the web, download apps, or scan barcodes?Do they mobile devices to shop?When are they using their devices?How much time do they spend using their devices?
24Marketing to Your Mobile Customers Answer these questions first!Resources: comScore, Nielsen/NetRatings, the Mobile Marketing Association and Forrester Research.What are your competitors are doing?What are other companies who sell to the same demographic as you doing?
25☐ Develop Your Mobile Strategy Marketing to Your Mobile Customers Identify Your Goals Determine Your Target Demographic Understand Your Demographic’s Mobile Behavior☐ Develop Your Mobile Strategy
26Marketing to Your Mobile Customers Display AdsSMS/MMSBluetooth messagingLocation Based MarketingQR CodesMobile Commerce & ShoppingPaid SearchVoice MarketingMobile Apps
27Marketing to Your Mobile Customers Marketing to mobile customers does not necessarily mean you need to build an app!You don't launch a television station just so you can market your brand on television!
30Mobile Display AdsUse ad networks to distribute ads to mobile websites and apps that your target demographic uses.Google, InMobi, AdMob, Quattr Wireless, Millennial Media, Medialets, Greystripe, Celtra, and many others.
32Mobile Display AdsBlyk (Finland, UK, India) offers year olds free text messages and minutes in exchange for viewing targeted ads on their mobile devicesService offers 5000 Blyk-to-Blyk texts and minutes, and has 4 million subscribers
35Text MessagingTexting is the most popular mobile activity. It’s twice as popular as mobile browsing or app usage.s sometimes sit unopened for weeks. 90% of texts are read within 3 minutes.
36Text MessagingText “like username” to FBOOK (32665)
37Text MessagingContest entries: offer users the option to enter contests via text.Universal Home Entertainment ran an SMS marketing campaign for the launch of their DVD “Bring It On: Fight to the Finish.”Website visitors were encouraged to text “BringItOn” to enter to win a prize pack. In doing so, Universal was also able to collect opt- ins for an SMS reminder when the DVD went on sale.
38Text Messaging SMS works well for time sensitive information. “Your flight is delayed.”“Backstage passes go on sale tomorrow at 10pm!”
39Text MessagingGet Permission - Always obtain consent in the form of an opt-in before messaging users.SMS is extremely personal and unwelcome messages can irritate people.Messages can also cost users money, so it’s important that the recipients know what they’ve signed up for and understand the implications.
44Mobile CommerceMobile shoppers are simultaneously in the physical world and in the online world at all times.They don’t want to get home and find out that the product they bought has terrible reviews or is 30% cheaper somewhere else.
46Mobile CommerceMobile Coupons give you the opportunity to capture price-sensitive customers, and they also allow you to capture data for future marketingHave consumers sign up online or register via address, SMS or QR code to receive offers to their phoneCoupons can generally be redeemed in stores at a register by having the consumer show the cashier the coupon, and the cashier can enter the code. Barcodes can also be scanned directly on the phone.
47Mobile CommerceIHOP offered consumers a free short stack of pancakes to anyone who texted “IHOPFREE” to their shortcode.
48Mobile CommerceText “coupons” to (TARGET) to have coupons sent to your phone that can be scanned during checkout.
52Mobile SearchWith mobile search, consumers can now check product reviews and compare prices while they’re looking at a product in a physical store.Mobile search could potentially be a lot closer to the purchase point than a desktop search (and therefore be more valuable).
53Mobile SearchSource: Marin Software, State of Mobile Search
541 in 3 mobile searches has local intent ² Google mobile search volume is up 500% in the past 2 years ¹Mobile search is especially useful for on-the-go users making local search queries1 in 3 mobile searches has local intent ²1. Google Retail Advertising Blog2. Kelsey Group
55Mobile Search Target immediate needs 70% of mobile search users complete their task within 1 hour (compared to 30% with desktop)¹A search for “urgent care clinic” could trigger “Open 24 hours! No Appointment Necessary!”A search for “mexican food” from 11am-2pm could trigger an ad featuring a lunch special. Searches from 4-6pm could feature 2 for 1 margaritas1. Mobile Marketer
56Mobile SearchMobile ads should target on-the-go users
61Mobile AppsApps must provide value because there is a barrier to entry: Someone has to download your app before they can use it, and if it doesn’t provide them with something valuable, they’re not going to want it cluttering up their device.If you are going to invest in an app, make it something that you would actually want to use yourself.No one wants to download an ad.
621. Will your app be useful or entertaining? Mobile AppsDefine the value proposition1. Will your app be useful or entertaining?2. Are there existing apps or mobile websites that do the same thing? If so, what are your differentiators?3. How will it benefit your brand and business?
63Mobile AppsRemember your goals?How will this app increase traffic to the Council Bluffs store?How will this app increase social media engagement?How will this app build awareness about a new product/service?
64Mobile Apps A tool provides value The Chase Bank mobile app allows customers to deposit their checks via a quick photo deposit using their mobile apps.
65Mobile Apps Entertainment provides value NASCAR is the largest spectator sport in the world.#2 most watched regular season sport on TV (after the NFL)
66Mobile AppsThe Goal: M wanted to bring social media attention to the 3M Racing Team in a fun and engaging way.
67Mobile AppsThe Idea: A mobile trivia game that revolves around drivers’ social media posts. Reward players with badges and trophies to increase sharability.
68Mobile Apps #4 Free Sports App in the Apple App store 100,000+ total downloadsIncreased Facebook Likes to over 14,000 in just under two months
69Mobile AppsDo you need an App or a mobile website?Start by asking the question: “What do you need it to do?”
70Mobile Apps Do users need an interactive user interface? Apps provide full control of UI and ability to build rich user experience. Certain UI elements don’t work as well, or at all, on mobile sites. If you want to provide immersive entertainment or rich product demos, such experiences may only be possible through apps.Mobile websites can work perfectly well for product information, comparison shopping, store or venue location, etc
71Mobile AppsDo users need to make use of phone features like GPS, camera, contacts, calendar, etc?Do you have content that users need to access offline?
72Mobile AppsNorthern Spark is annual art/music event attended by 50,000+ people in Minneapolis and St Paul
73Mobile AppsWith hundreds of projects being exhibited at 30+ venues, how do visitors easily find artists/musicians that are interesting to them?
74Mobile AppsThe Idea: An iOS/Android mobile application that allows users to browse and prioritize events they’re most interested in based on maps, descriptions and Twitter popularity.
75Mobile AppsUsers search the map by project type (film, music, etc) and find interesting events near themUsers unlock hidden prizes around the city by tweetingTwitter posts referencing specific exhibits/artists generated heat maps, indicating popular locations
76Mobile AppsWith 50,000+ people accessing large amounts of data in a small geographic area, how do you avoid overloading cellular towers?
78Final Thoughts 1. Mobile is Extremely Personal Marketers cannot use it without first being invited in by their audiences. Also, it’s illegal to “rent” a list of mobile phone numbers.Privacy continues to be a concern for the vast majority of people (73% express concern over personal data collection).We need to continue to provide value and remain sensitive to our users. If we overload them with mobile ads or text them without their permission, they will cut us off.
79Final Thoughts2. Mobile needs to be integrated with the rest of your marketingGiven how seamlessly consumers use their mobile devices to navigate between digital and traditional experiences, our marketing needs to tell a cohesive story.and radio can build SMS lists, in-store messaging can promote mobile apps, and barcodes on packaging can drive video views
80Final Thoughts 3. Stay ahead of the curve The pace of change is accelerating.The market is evolving, new marketing models are being developed, and devices are quickly acquiring new features and functionality.When planning a mobile program, look at the most recent data, but also try to discern trends at least six months ahead to see what’s coming.