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Presented by Elliot Robia. Pixel Farm is a creativity company offering all of the services associated with video production, animation, interactive marketing.

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Presentation on theme: "Presented by Elliot Robia. Pixel Farm is a creativity company offering all of the services associated with video production, animation, interactive marketing."— Presentation transcript:

1 Presented by Elliot Robia

2 Pixel Farm is a creativity company offering all of the services associated with video production, animation, interactive marketing and mobile development.

3 The State of Mobile Usage

4 234 million Americans age 13+ are mobile subscribers (90% of the U.S. population) ¹ 50.4% of all U.S. mobile subscribers own smartphones ² 1. comScore, nielson, 2012 The State of Mobile Usage

5 85% of the worlds population has wireless access, providing greater reach that the electrical grid (80%) 200,000,000+ farmers in India receiving government payments / subsidies via mobile devices Source: KPCB Internet Trends The State of Mobile Usage

6 Mobile internet usage most prevalent in the US and Japan, but usage in China and India is growing rapidly (with a lot growth ahead) Source: KPCB Internet Trends COUNTRY3G SUBSCRIBERS3G PENETRATIONY/Y SUB GROWTH US179 million56%26% Japan117 million97%10% China40 million4%172% India 23 million 3%1050% The State of Mobile Usage


8 Apple sold more iOS devices in 2011 than all the Macs sold in its 28 years of existence¹ 1. The State of Mobile Usage


10 Source: O2 The State of Mobile Usage

11 Source: O2 Over 2 Hours The State of Mobile Usage


13 More users on social networks today than users of the entire internet in 2006¹ 1. KPCB Internet Trends The State of Mobile Usage

14 Android & iOS Users More Than Doubled 28% Increase in Apps per Smartphone Increasingly More Time Being Spent in Apps vs Mobile Web The State of Mobile Usage

15 A mobile device is uniquely personal. Its always on. Its always on you. And its totally customizable. The State of Mobile Usage


17 Marketing to Your Mobile Customers

18 Display Ads SMS/MMS Bluetooth messaging Location Based Marketing QR Codes Mobile Commerce & Shopping Paid Search Voice Marketing Mobile Apps Marketing to Your Mobile Customers

19 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. Mobile marketing is not a single marketing channel. Marketing to Your Mobile Customers

20 Step 1: Identify Your Goals Increase traffic to the Council Bluffs store Increase social media engagement Build awareness about a new product/service Marketing to Your Mobile Customers

21 Step 2: Determine Your Target Demographic If its 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 its too niche, there might not be a large enough audience to be worth the effort. Marketing to Your Mobile Customers

22 Step 3: Understand Your Demographic Does your target audience use mobile? How much of your current web traffic comes from mobile devices? How does your audience use their devices? Marketing to Your Mobile Customers

23 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? Marketing to Your Mobile Customers

24 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? Marketing to Your Mobile Customers

25 Identify Your Goals Determine Your Target Demographic Understand Your Demographics Mobile Behavior Develop Your Mobile Strategy Marketing to Your Mobile Customers

26 Display Ads SMS/MMS Bluetooth messaging Location Based Marketing QR Codes Mobile Commerce & Shopping Paid Search Voice Marketing Mobile Apps Marketing to Your Mobile Customers

27 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! Marketing to Your Mobile Customers

28 Mobile Display Ads

29 Mobile Web Ads In-App Ads Mobile Display Ads

30 Use 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. Mobile Display Ads


32 Blyk (Finland, UK, India) offers year olds free text messages and minutes in exchange for viewing targeted ads on their mobile devices Service offers 5000 Blyk-to-Blyk texts and minutes, and has 4 million subscribers Mobile Display Ads


34 Text Messaging

35 Texting is the most popular mobile activity. Its twice as popular as mobile browsing or app usage. s sometimes sit unopened for weeks. 90% of texts are read within 3 minutes. Text Messaging

36 Text like username to FBOOK (32665) Text Messaging

37 Contest 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. Text Messaging

38 SMS works well for time sensitive information. Your flight is delayed. Backstage passes go on sale tomorrow at 10pm! Text Messaging

39 Get 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 its important that the recipients know what theyve signed up for and understand the implications. Text Messaging

40 QR Codes


42 Mobile Commerce


44 Mobile shoppers are simultaneously in the physical world and in the online world at all times. They dont want to get home and find out that the product they bought has terrible reviews or is 30% cheaper somewhere else. Mobile Commerce


46 Mobile Coupons give you the opportunity to capture price-sensitive customers, and they also allow you to capture data for future marketing Have consumers sign up online or register via address, SMS or QR code to receive offers to their phone Coupons 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. Mobile Commerce

47 IHOP offered consumers a free short stack of pancakes to anyone who texted IHOPFREE to their shortcode. Mobile Commerce

48 Text coupons to (TARGET) to have coupons sent to your phone that can be scanned during checkout. Mobile Commerce

49 Mobile Search

50 The introduction of Google AdWords in 2000 revolutionized the search business by tying advertising spend to purchase intent. Mobile Search


52 With mobile search, consumers can now check product reviews and compare prices while theyre 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). Mobile Search

53 Source: Marin Software, State of Mobile Search Mobile Search

54 Google mobile search volume is up 500% in the past 2 years ¹ Mobile search is especially useful for on-the-go users making local search queries 1 in 3 mobile searches has local intent ² 1. Google Retail Advertising Blog 2. Kelsey Group Mobile Search

55 Target immediate needs 70% of mobile search users complete their task within 1 hour (compared to 30% with desktop) ¹ A 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 margaritas 1. Mobile Marketer Mobile Search

56 Mobile ads should target on-the-go users Mobile Search


58 Couple Things To Note: Send users to a mobile optimized site Its even more important to be in position 1 or 2 Mobile Search

59 Mobile Apps


61 Apps must provide value because there is a barrier to entry: Someone has to download your app before they can use it, and if it doesnt provide them with something valuable, theyre 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. Mobile Apps

62 Define the value proposition 1. 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? Mobile Apps

63 Remember 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? Mobile Apps

64 A tool provides value The Chase Bank mobile app allows customers to deposit their checks via a quick photo deposit using their mobile apps. Mobile Apps

65 Entertainment provides value NASCAR is the largest spectator sport in the world. #2 most watched regular season sport on TV (after the NFL) Mobile Apps

66 The Goal: 3M wanted to bring social media attention to the 3M Racing Team in a fun and engaging way. Mobile Apps

67 The Idea: A mobile trivia game that revolves around drivers social media posts. Reward players with badges and trophies to increase sharability. Mobile Apps

68 #4 Free Sports App in the Apple App store 100,000+ total downloads Increased Facebook Likes to over 14,000 in just under two months Mobile Apps

69 Do you need an App or a mobile website? Start by asking the question: What do you need it to do? Mobile Apps

70 Do users need an interactive user interface? Apps provide full control of UI and ability to build rich user experience. Certain UI elements dont 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 Mobile Apps

71 Do users need to make use of phone features like GPS, camera, contacts, calendar, etc? Do you have content that users need to access offline? Mobile Apps

72 Northern Spark is annual art/music event attended by 50,000+ people in Minneapolis and St Paul Mobile Apps

73 With hundreds of projects being exhibited at 30+ venues, how do visitors easily find artists/musicians that are interesting to them? Mobile Apps

74 The Idea: An iOS/Android mobile application that allows users to browse and prioritize events theyre most interested in based on maps, descriptions and Twitter popularity. Mobile Apps

75 Users search the map by project type (film, music, etc) and find interesting events near them Users unlock hidden prizes around the city by tweeting Twitter posts referencing specific exhibits/artists generated heat maps, indicating popular locations Mobile Apps

76 With 50,000+ people accessing large amounts of data in a small geographic area, how do you avoid overloading cellular towers? Mobile Apps

77 Final Thoughts

78 Marketers cannot use it without first being invited in by their audiences. Also, its 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. 1. Mobile is Extremely Personal Final Thoughts

79 Given 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 2. Mobile needs to be integrated with the rest of your marketing Final Thoughts

80 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 whats coming. 3. Stay ahead of the curve Final Thoughts

81 Thank you!

82 Elliot Robia Thank You!

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