Download - Mobilized Marketing
Mobilized Marketing
Driving Sales, Engagement, and Loyalty Through Mobile
Devices
@jeffhasen @hipcricket
Consider All That You Can Imagine
• Take a trip to a faraway land
Fleet-Footed Wieners
• Run, Tito, Run
Flying Children
• Away They Go
Cashing In(bound)
• Dollars From Heaven
Mobile Pixie Dust
• Magic Apps
• Cash-removing wallets
Sell More Stuff
• Everything has changed
• Nothing has changed
Winds Blowing In New Era
• Time-crunched society
• You can’t fish where the fish were
Life of A Marketer
• Not enough time
• Belief that safe won’t get you fired
• Silos
• Management enthralled with shiny objects
Life Of A Mobile Subscriber
• Connected 24/7
• Researching, interacting, shopping with device
• Expecting brands to meet them on mobile
The Technology Divide Is Shrinking
• Use of tablets by 45-54 has doubled YoY (Pew)
• Number of web users 55+ using social media sites grew by 109% YoY (Nielsen)
The Two Need To Meet
• Complementary needs
It’s Why I Wrote Mobilized Marketing
• Learn from three dozen marketers
• Find out how to go where the fish are
• Catch more fish
Key Findings
• Mobile is no longer a “nice to have”
• “Meat and potatoes” often feed the hungry salespeople
• What works in one region won’t necessarily work in another
Key Findings
• Mobile bridges distance and generation
• Marketers can’t afford to wait until everything in mobile is perfect
Key Findings
• If you aren’t going to do mobile, can you say the same about your competitor?
Case Studies
The Passive Has Become Interactive
• Interact to sell more
• Give consumers choice
“You Can’t Move A Mall”
• Shoppers increasingly choose on amenities like clean bathrooms, WiFi, and interactivity via mobile
34 Cars Sold In One Day
• Combination of traditional media and mobile
• Dollars worked harder
Advice From Marketers
Do
• Find the time
• Be brave
• Give your target choice
Don’t
• Bet it all
• Forget feature phone users
• Put mobile on an island
The Mobile User
What We’re Doing On Mobile
Mobile Internet Traffic Worldwide
Mobile Apps and Smartphones
Reinvention of Shopping Experience
Who Loves Using Mobile?
Copyright 2012 Wave Collapse LLC
53%
47%
63%<44
Years Old
Surprises vs Predictable
Multi-tasking vs Single-tasking
Less likely to own a
Blackberry or Windows
Mobile device
Heavier Users of Mobile
Everything:Internet
AppsMusicGames
Love to Discover
The Search Via Smartphone
Copyright 2012 Wave Collapse LLC
Searches For Familiar Things
Copyright 2012 Wave Collapse LLC
Company Product App Topic Company Product App Topic WebsiteNew Familiar
0%
20%
40%
60%
80%
100%
23%26%
38% 39%35%
31%
50%47% 47%
28%33%
39% 41% 41%34%
45%
Mobile Tablet
Which of these have you searched for in the past week?
Similar Behavior On Mobile Browser
Copyright 2012 Wave Collapse LLC
Mobile Not As Preferred For Active Discovery of Websites
Copyright 2012 Wave Collapse LLC
People Less Likely To Come Across New Things on Mobile & Tablet
Copyright 2012 Wave Collapse LLC
Discovery For Content
Copyright 2012 Wave Collapse LLC
Discovery
Copyright 2012 Wave Collapse LLC
As Valuable As Social Referrals
Copyright 2012 Wave Collapse LLC
Mobile is Right Behind E-Mail
Adding Mobile To The Marketing Mix
Jeff Hasen | Hipcricket CMO
Mobile Can’t Sit On An Island
Co-Dependence
MobileEngagement Outdoor
Events
TVOnline
Point of Sale
Radio
PrintOn pack
Through Mobile Media
• Direct– Marketer Push– Consumer Pull– Mobile Advertising
• Indirect– Mobile with Traditional
Media
Tying Into Marketing Goals
Finding Prospects• Why do this?
– Collect information and permission– Ask qualifying questions– Enable follow-up
• How?– SMS– Mobile search– Proximity marketing
Closing The Sale• Why do this?
– Motivate an initial purchase – Enable a transaction
• How?– Mobile shopping cart– Mobile coupons– Gift cards– IVR ordering
Engagement and Viral Marketing
• Why do this?– Create multiple memorable interactions– Encourage sharing
• How– Text-to-screen– Mobile sweepstakes – Experiential campaigns
Increasing Brand Recall
• Why do this?– Multiple engagements– Visual
• How– Mobile video– Mobile advertising– MMS– Mobile apps– Mobile games
Upping The Basket Size
• Why do this?– Maximize frequency and size of purchases– Encourage sharing
• How?– PSMS– Mobile billing– Premium mobile apps– Mobile wallets
Building Loyalty
• Why Do This?– Create brand preference– Offer rewards and privileges
• How?– Mobile gifts and downloads– Mobile apps– Mobile loyalty sites– Mobile loyalty tracking
Hitting The Target
• Who you want to reach– By type of relationship or demographic– Users of a specific device
• Where and when you want to reach them– Location– Context– Behavior
Getting Reach
• ID mobile behavior of your target• Modify for context• Utilize interdependent communication channels
Mobile Direct Response
Decisions to Make• Shared or dedicated shortcode• Copy for call to action• Terms & Conditions• Keyword & Message• Response• Action• Fulfillment• Support• Tracking• Follow-up
Mobile Advertising MetricsMedia Performance• Impressions by mobile channel• CTRs (Clicks/Reply/Calls)• Budget Optimization • Delivery Pacing• Creative Performance by ad copyMobile Device Statistics• Top Device Manufacturers• Top Device Models• EtcEngagement Statistics• Mobile Site Visits• Internal Page Views• Site Actions (Downloads/Votes)• Lead/Field Captures• Etc
Mobile Messaging Metrics• Broadcast Direct response• By keyword
– Unique keyword per media channel/placement– Engagement: measure interaction with subsequent keywords in Alerts
messages sent to subscribers
• Measure engagement timing
• By URL– Bit.ly links to see CTR & associated metrics– Bit.ly links can contain tracking tags to further identify segments/users
• Dynamically generate URLs to measure viral capacity
Mobile Web Metrics• Regular web metrics• With device detection/sniffer see penetration of users
exposed to URL, by device• With web-based SMS opt-in, see effectiveness/conversion of
handset verification process• Social sharing
Mobile Application Metrics• Number of downloads• Active use of app, by page• CTR of CTAs in app• Effectiveness of CPI campaigns• mCommerce for in-app currency• Social sharing
Case Studies
Customer Acquisition
• The American Cancer Society (ACS) is a nationwide community-based voluntary health organization dedicated to eliminating cancer
• Hipcricket and ACS are integrating into the organization’s CRM platform for 300 Relay for Live events this summer
• Engage donors and others who want to interact with the organization
• Giving event coordinators the ability to communicate via mobile, before during and a after the events
• ~ 250 local databases created• Thousands of members regularly
engaged with the organization
SITUATION
OBJECTIVE
RESULTS
Customer Acquisition
• Ford is projected to spend $1.3 billion on advertising in 2011 with its primary purpose to create leads that turn into sales
• Prior to aligning with Hipcricket in late 2010, mobile was missing from national marketing programs
• Include mobile call to action in national ads to make dollars spent work harder
• Give consumers a real-time opportunity to interact with Ford
• Measure response levels across markets, models, and television programs
• 15.4% conversion rate• Leads delivered to local dealers and
followed up on within minutes
SITUATION
OBJECTIVE
RESULTS
Engage Shoppers via SMS, MMS and QR Code
• Macy's is a U.S. chain of mid-to-high range department stores
• Macy’s wanted a way for shoppers to interact with them over mobile
• Giving on-the-spot advice to shoppers about the latest fashions, designs and tips for the spring season.
• Provide a fun and informative video features via an easy-to-use, direct-to-consumer platform
After 4 weeks• >4,000 MMS interactions • > 3,000 SMS interactions• Thousands of QR scans
SITUATION
OBJECTIVE
RESULTS
Scan code to see how to use
Macy's backstage pass
Geo-Fencing
• Blue Moon wanted to be top of mind with consumers on the go
• Airport travelers were encouraged to opt-into Blue Moon’s mobile marketing program
• Subsequently when consumers arrive at an airport, they receive a message telling them which restaurants serve Blue Moon beer
• Target travelers• Provide a way for Blue Moon
fans to stay in touch with their favorite beer
• Increase sales of Blue Moon beers
• Thousands of entries
SITUATION
OBJECTIVE
RESULTS
SMS + IVR + QR Code + Mobile Website
• In an appeal to chic consumers in North America and Europe, French sparkling water brand Perrier launched, "Le Club Perrier“
• Hipcricket was asked to bring a vital mobile component including a mobile website in English and French and calls to action via SMS and QR code
• Promote the Perrier nightlife and culture portal
• Continue to evolve the U.S. consumer's perception of Perrier into one that is more in line with global perception – fun, daring, unique and modern
• Over a million views with the campaign continuing
SITUATION
OBJECTIVE
RESULTS
Situation• Lionsgate selected Hipcricket as a one-stop mobile marketing and advertising solution for designing and
implementing a campaign to attract, engage, and re-target audiences on the mobile device.
Case Study: The Hunger Games
Results:• The movie broke all previous opening weekend records for box office purchases made with mobile devices.• 5% CTR on iPad video Ad units.• ~1.5% CRT on smartphone video ad units.• Overall ~1.4% media campaign click through rate.
Objectives• Lionsgate sought to attract a younger audience of active
mobile users.• Lionsgate wanted to provide users the same experience
visiting the desktop website or the mobile website and offer the same engagement to all mobile users – smartphones or feature phones owners.
• Lionsgate wanted to re-target these mobile users weeks after the release to encourage ticket purchases.
Using Mobile to Engage Customers Along the Path to Purchase and Beyond
Approach to Mobile
Shopper
RetailerBrand
Creating a Mobile Roadmap
Some Key Considerations:
• What does a day in the life look like for our consumers and shoppers?• What’s their profile?• What’s their path to purchase?• What other products do they use or buy?• What kind of product information are they seeking?• How do their purchase habits vary by retailer or retail channel?• What are the opportunities for mobile engagement, interaction?
Path To Purchase
DESIRE
DECIDE
DELIGHT
DESIRE
DECIDE
DELIGHT
Mobile Advertising
Mobile Coupons
On PackageOn-Shelf
In-Store Sampling & Voting
Print & FSI
Apps
Registration & Loyalty
DESIRE: In-Store Sampling and Voting
Text-to-Vote
DESIRE: Mobile Advertising & Applications
Mobile Advertising to Relevant Demographic
Mobile Applications
DECIDE: POS, On-Shelf, Mobile Couponing
SweepsProduct Launch
Mobile Coupon(Direct to Print)
DELIGHT: Entertain, Registration & Loyalty, Social Advocacy
SHARE
TIME BASED VIDEO DELIVERYDepending on the time that the consumer interacted with the campaign, they would see a video with the actor portraying the area of the world where it was morning.
Convergence of Mobile and Social
They Really Are All Megaphones
Era of Customer Disservice
64% Have Switched Brands
78% Have Bailed On Transaction
The Moments of Trust Concept
Touchpoints That Make Or Break Brands
Moments of Trust Impact Sales And Brand Loyalty
Mobile Has Changed The Moments of Trust Dynamic
Mobile and Moments of Trust
Moments of Trust Poll
40%Have Remarked On Negative Shopping Experience
46%Have Remarked On Positive Shopping Experience
18% Used FaceBook
8% Used Twitter
34%Have Viewed Post
48%Would Be Influenced
32% Have Texted
10% Heard From Brand
35%Would Want To After Negative Experience
New or Old Business Rules?
What’s His Klout Score?
Old School
In Any Era,There’s PowerIn Thanks
What Should We Do As Marketers?
Measure Even If We Can’t Stomach The Results
Change With The Times
Celebrate Or Mitigate
What’s Next?
More Customer Evidence
Used In Richer and Potentially More Damaging Ways
From Even Those Who Have Yet To Speak
Meaning What?
We Can’t Afford To Sit On The Sidelines
Mobile and Email
Knowing Your Audience
Mobile Opens by Platform
• Email is graphic and content-centric• SMS is offer-centric
Alaska Air: Exclusive deals @ AlaskaAir.com on new Horizon flights between Bellingham and Portland
Email vs. SMS
Cadence
• Cadence for email and SMS should remain the same• No data at this time suggest a higher percentage of opt-
outs when consumers are receiving both email and SMS messages
Best Practices
• Do not purchase a list; build one• Follow carrier and Mobile Marketing Association
guidelines• Don’t send to a consumer’s mobile device unless they
explicitly give you permission• Don’t have mobile sit on an island – make it an integrated
part of your program
Trends for 2013:
If You Build It, Will They Come?
Mobile Wallet
Digital Wallet
Payment Devices
Mobile Wallet Ecosystem• Mobile devices at
POS• Coupons• Loyalty
• Signature• Authentication• Access control.
Physical or digital
• Bill Payment• Cash In/Out• Content related
information• Account information
• Proximity Payment / NFC
• Remote Payment
mCommerce mIdentity
mBankingmPayment
Case Study
Location-Based Services (LBS)
What is Network-Based Location?
• Network-based location techniques utilize the carrier network
infrastructure (Cell towers) to identify the location of the wireless
device.
• Carrier network-based location information offers some significant
advantages:– The ability to access precise (Assisted GPS) and course (Cell ID) location
data – No device dependency – Operating Systems, GPS, Smartphone or Feature
Phone– No device or interaction required (Cell ID)– No user download required (Cell ID) – Secure and can not be manipulated like GPS location on smartphones
Cell IDUses the cell site and the respective sector to report estimated latitude and longitude• Accuracy = 100M+ Can be as accurate as 100M in
metropolitan cities like New York City• Speed: Fastest method to return a location, approx 3-10 Sec• Advantages: Fastest, can locate any device type• Disadvantages: Accuracy depends on density of cell towers.
Assisted GPS (aGPS)GPS uses Assistance Data to more quickly determine its location (as compared to stand-alone GPS)• Accuracy = 15 meters to 30 meters• Speed: slowest, approx 30 Seconds• Advantages: very accurate if devices can see satellites• Disadvantages: slowest method
Network Location: Speed and Accuracy
Cell ID
A-GPS
Proximity Marketing• Pushing targeted content based upon mobile location and
time-of-day to maximize call-to-action or response
• Content, due to its higher level of relevancy, is more valued by the user/consumer than broadcasted text or e-mail
• Content is delivered without user/consumer dependencies or actions – user always receives content when phone is “on”
• Mobile Location information is provided “on-demand” as a business service, enabling retailers/brands/entertainment to decide when to deliver specific content to maximize ROI
• Drives rich analytics of when? and where?
• Therefore, location-triggered mobile messaging will be more targeted, more impactful, more actionable and more cost-efficient
Augmented Reality
Augmented Reality: What is it?• A camera enhanced view where
Data/Information is layered on top of the real physical world/physical objects providing rich information, context, entertainment, promotions, offers... Anything.
Augmented Reality: How it Works
ENGINEThis is the software which drives the experience and can be deployed online or on a local computer (as in the case of events or in-store displays).
CAMERAThe camera is used to capture the user’s world and determine the placement of the animation. The camera can be a web cam, a video camera, or a mobile phone camera.
DISPLAYThe magic of AR happens only when it has somewhere to be displayed. It is the combination of the AR animation and what the camera sees which makes AR different than any other flat digital experience. The display could be your laptop screen, a kiosk, or a mobile phone display
TRIGGERIn most cases (but not all) the trigger is held in front of the camera, which then recognizes the image and launches the AR animation, which is then displayed on the display. There are a wide variety of triggers but all are required to launch the AR program. Triggers can be anything from a physical object, to a face (facial recognition), to a magazine ad, to even shapes and GPS coordinates.
Source: http://www.hiddenltd.com/augmented-reality-marketing-how-to-guide
Augmented Reality: What’s Next• Google’s Project Glass
More Devices in More Sizes
Myriad of Devices
• Feature Phones– Still the standard in
many developing countries.
• Smartphones– Gaining ground
rapidly
The Rise of Smartphones
More Tablets And Connected Devices
The Global View of Mobile
Canada
United States
Central & South America
Europe
Asia
@jeffhasen
@hipcricket