![Key Insights
• We must think multi-channel
across the marketing spectrum,
emphasizing mobile
– The average 20-something
switches platforms 27 times
per hour! [AdAge]
– Hispanics are the fastest
adopters of mobile technology
• Mobile should be a part of every campaign we develop
– All sites for clients should be mobile-optimized
– Other mobile tactics should be employed, depending on
the audience](https://image.slidesharecdn.com/mobilemarketingpresentationmarketwave-120515130710-phpapp01/85/Mobile-marketing-presentation-market-wave-11-320.jpg)
Mobile marketing presentation market wave
- 1. Mobile Marketing May 15, 2012
- 2. What is Mobile Marketing? “Mobile Marketing is a set of practices that enables organizations to communicate and engage with their audience in an interactive and relevant manner through any mobile device or network.” -The American Mobile Marketing Association Examples of Mobile Devices: • Smartphones • Tablets • Laptop computers • GPS devices • Wireless credit card payment terminals (e.g. Apple store)
- 3. How Can I Use Mobile Devices for Marketing? • Mobile web marketing • QR codes • SMS text • MMS (Multimedia Message Service) • In-game mobile marketing • Location-based marketing
- 4. Case Study: Mobile Marketing T h e C h a lle n g e InterContinental Hotels Group wanted to reach people on the move or last- minute travelers who want a quick and easy way to book a room for the night. T h e S o lu t io n IHG developed a mobile strategy, dividing the group’s potential mobile audience into three segments: • Searchers – the largest group; people who don’t have a brand preference. • Direct bookers – people who know the IHG brand and expect to book rooms using their high-end devices. • Loyalists – the audience most likely to download and use an app. They are faithful to the IHG brand and regularly book rooms with smartphones. They took a segmented approach and reached out to the largest audience with a mobile-optimized website while targeting loyalists with an app. T h e E x e c u t io n • IHG created the mobile-optimized site so visitors could check availability and book rooms at nearby IHG hotels. • After the mobile site, IHG launched the Priority Club® Reward app allowing customers to book hotel rooms, check their points and view reservations.
- 5. QR Codes The Challenge The City of Manor was faced with the challenge of how to engage citizens, businesses and tourists by utilizing mobile technology on a very limited IT budget. The Solution The City of Manor launched a six-month campaign with QR-codes for document management. QR-codes provide residents information on-demand and add an additional layer of transparency to government that never previously existed. The Execution • Manor leveraged existing QR-coded "Digital Stop" signs throughout the community and configured each QR-code sign as a hyperlink to web content. • Using an online QR-code generator, the City of Manor was able to encode specific URLs onto each QR-code. The benefit was that content could be changed at any time without having to generate a new QR-code, giving the City of Manor the flexibility to update information and change the placement of signs without additional cost. • After installing free decoding software an individual can scan a City of Manor QR- code with their phone and are taken directly to the linked site. Although each QR- code appears to be the same image, each links to separate websites relevant to their location and placement.
- 6. SMS The Challenge: Route 66 Harley-Davidson wanted to maintain its visibility with current customers and add new customers and revenue. The Solution: Route 66’s mobile club developed a SMS-based holiday promotion that drew in their customers and encouraged them to make purchases. The Execution: • Called the program the 12 Days of Christmas and ran the promotion from December 12 – 24, 2011 • Consumers were encouraged to text the keyword RT66 to 55678 • Members then received daily alerts on their phones offering a 20% discount on a different merchandise item each day • Was promoted through its social media campaign, in-store marketing and previous customers of the dealership
- 7. MMS The Challenge: BMW in Germany was looking for a way to market snow tires to their customers and increase sales. BMW Germany wanted to remind its customers that snow tires are more of a necessity rather than luxury. The Solution: BMW sent a customized MMS message to new customers just before winter to remind them to buy winter tires and to direct them to a BMW dealership to buy them. The Execution: • Messages were sent to 1,200 customers and had a personalized customer greeting and recommended a specific tire. • The price of the tire, lists of dealerships in the area, picture and description of the tire were all included in the MMS. • The multimedia message included the ability to download a link enabling consumers to see how their cars would look with the new BMW snow tires. Consumers also had the option to receive a call from their nearest dealer.
- 8. In-Game Marketing The Challenge Organic foods maker Cascadian Farm wanted to increase brand visibility and chose to do so through in-game marketing. The Solution Cascadian Farm positioned itself as the brand behind Farmville’s new organic blueberries crop and became the first in-game branded crop to ever appear in the FarmVille Market. The Execution In one week after launching, Cascadian Farm blueberries had already been purchased by more than 1 million players for 20 credits each. More than 310 million Cascadian Farm organic blueberries were planted by FarmVille players. The campaign lasted in total of two weeks. 90% of mobile users play at least one game per week on their phone.
- 9. Location-Based Marketing The Challenge McDonald’s in Singapore wanted to find a way to celebrate Singapore’s National Day while adding visibility to their restaurants. The Solution Utilizing Facebook places, McDonald’s Singapore launched a campaign run through a microsite that showed how many people had checked into McDonalds’ restaurants around the country. The Execution • They set an aim of 46,000 check-ins, in celebration of Singapore’s 46 years of independence. • When the target was reached, a special surprise would be revealed, and people could keep up to date with the check-ins so far, via the microsite. In 2011, more than 200 million people used Facebook on their phones.* *Facebook Blog
- 10. What’s Next for Mobile Marketing?* • Audience targeting through data capture – Nike FuelBand API • More social • Activation – QR Code use has grown >50% in 6 months • Augmented reality • HTML5 *As Reported by Mashable
- 11. Key Insights • We must think multi-channel across the marketing spectrum, emphasizing mobile – The average 20-something switches platforms 27 times per hour! [AdAge] – Hispanics are the fastest adopters of mobile technology • Mobile should be a part of every campaign we develop – All sites for clients should be mobile-optimized – Other mobile tactics should be employed, depending on the audience
- 12. Questions?
Editor's Notes
- #2: MG
- #3: MG
- #4: MG * The difference between SMS and MMS Proximity marketing is a part of location-based marketing http://youtu.be/9c6W4CCU9M4
- #5: VH This is an example of a mobile marketing approach for a company. http://youtu.be/uo4f0yFk1nw Results: The push resulted in a 91% year-over-year increase in mobile search revenues, and traffic to the company’s mobile site jumps about 20% every month.
- #6: VH – Tell a story Another one of their initiatives is a system called ”QR-codes”. The White Paper entitled “ Redefining Government Communication with QR-Codes ” gives a complete account of the capability, but in general it is a bar-code system that allows users to receive on-demand information via their smart phone and a hyperlink: After installing free decoding software (listed in the resources section), an individual can scan a City of Manor QR-code with their camera phone. They are taken directly to the linked site or prompted with the embedded URL. Although each QR-code appears to be the same image, each links to separate websites relevant to their location and placement. An example of how it will be used: Eventually, the City of Manor will tie the QR-codes on city vehicles into a realtime work order system so that if a resident is curious about why a city vehicle is in their neighborhood, they could simply scan the side of the vehicle for a real-time work order update. This would bring a layer of transparency to government that was never possible before.
- #7: VH The Results: The dealership had significant increase in sales of the specific items discounted during the campaign period. T-shirts purchased on T-shirt Day was over 250% more than a normal day The number of helmets sold with the 20% discount equaled the number sold for the entire previous week
- #8: VH All the information was in the MMS. There was no need to click through to a link, which is typical of most mobile advertising campaigns across categories and markets. The campaign garnered a 30 percent sales conversion rate.
- #9: VH
- #10: VH They have now tracked over 50,000 checkins, unlocking the special deal. This is a high profile campaign for McDonalds, as the online element has also been supported by billboards and TV advertising, showing that they’re taking social seriously. http://blog.blyk.com/2011/10/location-based-marketing-should-be-more-than-just-where-you-are/
- #11: MG/VH http://www.youtube.com/watch?v=GijFCzWLEc0
- #13: Add QR Code