Mobile Marketing

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“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.”Mobile Marketing Association,

November 2009

In English, please.Finding and engaging your target audience while

they’re on the go, connecting with them at the

right moment or place, at the right time.

What “Mobile” Is Not

Text

What “Mobile” Is

YOUR BRAND HERE

The “Dream” Medium

What three things do you always take with you, wherever you go?•Wallet•Keys•Cell phone

2010 - The Year of Mobile

2010 - The Year of Mobile

• Global population - 6.8B‣ 4B mobile phones‣ 1.4B TVs‣ 1B computers

• United States population - 307M‣ 91% mobile penetration 12/2009 (2000-38%)‣ 22.7% mobile only HHs‣ 2.3T minutes used annually‣ 152.7B monthly, 1.56T annual SMS

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2010 - The Year of Mobile

Source: TechCrunch Feb. 23, 2010, via Gartner Research

2010 - The Year of Mobile

• Budgets beginning to earmark dollars for mobile, likely spurred on by the approximate 60% of subscribers who have data plans

Smartphones vs. Feature Phones

• Smartphones have a 17% penetration

‣ iPhone has 4% market share

• 48.9% have unlimited SMS

• 52% of unlimited data plans

• 34.5% of Feature Phones have unlimited SMS

• 11.7% have unlimited data plans

Mobile Capabilities

• 63% of ALL mobile are SMS capable

• 22% are email capable

Social Mobile

• 55% Women use mobile for social media purposes vs. 45% men (Nielsen)

• 35-54 most active mobile social users

• January 2010, Facebook up 112%, Twitter access up 347% from 2009

Let’s Go Mobile …Where Do We Start?

Going Mobile

• Objective?

• Target?

• Message?

• Measuring?

Mobile Marketing Tools

SMS

• Most widely-used mobile marketing tactic

• Easy entry point

• Consumer-initiated

• Ex: alerts, coupons, customer service

• Call to action in traditional advertising/marketing

‣ Mobile originate - from consumer to platform

‣ Mobile terminate - from system to user

SMS

SMS

• Instant, trackable, relevant, customizable

SMS

• To get up and running takes about 8-16 weeks

‣ Short codes are issued only by Neustar

‣ Regulations

• Minimum investment could be $2K

‣ Short codes start at $500/month

Mobile Couponing

• Requires staff training

• No redemption codes required

• Target & JCP testing bar codes

• Mobile coupons are redeemed at 5% to 20%, compared with about 1% for print coupons (Dan Kihanya of Cellfire)

• Juniper Research 2014 forecast - 1-in-10 mobile users, $6B worldwide

Mobile Web

•A PC site is not a mobile site

‣ Feature Phone sites/Landing Pages are simple and work for all phones

‣ Smartphone Brand sites are optimized for specific phones

Mobile Email

• Receive messages faster

• Database building

• Tri-messaging - optimizing messages for email, social and mobile channels

Mobile Apps

• $6.2B will be spent in 2010

• Another fairly easy entry point

• Hype revolves around capabilities

‣ 1 OS vs. 50

Bluetooth

• Short-range technology (about 33 feet)

• Could use toentice peopleinto store as theywalk/drive by

• Seen as intrusiveunless it becomesuser-initiated

Location-based Marketing

• Definition:

• An information and entertainment service, accessible with mobile devices through the mobile network and utilizing the ability to make use of the geographical position of the mobile device (Wikipedia).

Location-based Marketing

Location-based Marketing

Location-based Marketing

• Beyond the apps:

• Location will be built into the Web all over

‣ HTML5

• Services like Placecast

• Forecasted to reach $4 billion in spending by 2015 (Borell & Associates via AdAge)

QR Codes

• Quick Response

• Shown on traditional pieces - print, web, TV

• Snap a pic, action triggered

• Requires software or3rd party app

• In embryonic stage in U.S.

‣ Less than 1% phones

Integrated Mobile

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