mobile marketing session at digit12 in karachi, pakistan
DESCRIPTION
Michael Leander's mobile marketing session at the DIGIT12 Conference in Karachi, Pakistan organized by Pakistan's Advertisers SocietyTRANSCRIPT
Mobile
marketing
inspiration
to get you
thinking
DIGIT 12
Michael Leander
• [email protected]•@michaelleander < Twitter• Facebook/Linkedin “Michael Leander”
See the pictures from the session here
Pictures from the session here http://www.facebook.com/media/set/?set=a.10151162406261039.437893.232078671038&type=1
… and other new opportunities to interact and get a response from your
audience using QR codes (or not)
Me too, me too, me too,me too, me too, me too !
Drink and scan –if you can !
The future is already here — it's just not very evenly distributed.William Gibson, 1993
104.000.000SIM Cards issued in Pakistan
… and growing
7 out of 10 Pakistanis
5-6 million smart phone users in Pakistan
Mian Muhammad Mansha
Expected to grow to 50 million by 2016 (Ericsson Pakistan)
Sources: Telenor Pakistan and Socialbakers.com
Mobile internet users: 1 in 4
Facebook penetration: 1 in 4 of online population(total 8 million)
18-26 year olds:
high data consumption on feature phones
Models designed for featurephone users
In closing
• Remember there are two kinds of people
Blackberry &Feature phones
And so should you
Get 11 mobile marketing case
studies – with your business card
Which reads the most words
pr minute – the eye or the ear?
2.500 words per minute 125 words per minute
The eye reads 20 times faster than the ear @michaelleander
We are in the picture
economy
Challenge: from eyeballs
to reel interaction?
Make sure you include USP’s
and/or branding when appropriate
Call to action: Links and
descriptive text needed
Stir an emotion
WHAT DOES THE PICTURE ECONOMY MEAN FOR OUR MOBILE MARKETING ACTIVITIES?
Meet Good ‘ol AIDAA = Attention (Awareness)
I = Interest
D = Desire
A = Action
Attention
Interest
Desire
Actionwww.linktext.com > learn more about this masterclassand see how attending can help you increase your email marketing ROI www.linktext.com
Spend: € 22Revenue: € 4.950
Community engagement – picture economy
• The secret lives of luxury shoes
• Photos are submitted through Instagram using the hashtag #BGShoes
• Image is placed on map near Bergdorf’s of Manhattan
A day in the life of a mobile user
Mobile is a case of push and pull
The biggest change is what?
Touch is
the biggest change
Touch will change the game completely
• Make sure your websites are mobile
native – or mobile friendly
• Learn about HTML 5
Beware of permission and make sure mobile users understand what they get themselves into
Mobile or mobility?
Key trends changing buying behavior
Key trends changing buying behavior
Mobile marketing is multichannel multiply
ROMI by 5, 10, 25
What your audience expects
What your audience experience
It is a [multi-channelgame of many devices, many platforms and umpteenthdelivery formats
Integrate touchpoints for maximum engagement
Maximize each touchpoint while measuring ROMI
Lifecycle thinking applied in mobility
Pushing your mobile
advertisements
• Click through rates very high on mobile banner adds
• Click through rates for in-app adds up to 12 times higher
Mobility How to engage the moving audience
Thin
Which real problem are you solving?
Which problems does the tablet bank solve?
Tripit.com keeps track of trips- Notifications - Track loyalty programs- Integrates with social networks
Foursquare –mobile & relevant time and place offers
Consumers are becoming more and more cautious
Trust is critical
Remember your trust emblems(positive associations, testimonials etc.)
Short attention span, loads of intrusion- how do you cut through the clutter?
Brain filter
Do I know you?Do I need you?
Can I trust you?
Unique passionateemotionalauthenticfocused
interactivemeaningful
…
How to get into the Mind Box?
7 senses to consider for any mobilemarketing campaign
• Lust; the anticipation of pleasure, (which we crave)
• Mystique; an unanswered question that intrigues us and makes us want to solve the puzzle
• Alarm: the threat of negative consequences, which demands immediate response
• Prestige: symbols of rank and respect, which earn us status and admiration
• Vice: rebellion against rules, which tempts us toward “forbidden fruit”
• Trust: certainty and reliability, to which we give our loyalty
• Commonsense; use your commonsense
See examples of these senses
applied – get the case studies
Which senses do this Westin
mobile add play on?
Axe girl wake me up
• Sign-up via qualification
• IVR
• Different Axe girl calls every day
Think: Solves a real problem in a fun way(service) and generates continous awarenesss
Michael Leander is an internationalmarketing speaker. He has spoken in Pakistanand 40 other countries
Find him herehttp://www.twitter.com/michaelleanderSpeaking: http://www.michaelleander.meConsulting: http://www.michaelleander.com
Questions, comments:send an email to [email protected]
Bonus slides …
Mobile Email Design Best Practices
• A narrow email width
• Single column layout
• Compelling subject line
• Large headlines & Call to Actions (CTA’s)
• Bullet proof buttons
• Graceful Degradation
McDonald’s CampaignPush Notifications with CircleTie Egypt
Trigger Based Push Notifications
Notifications sent from nearest McDonald’s whenever any of the following happens:• User passes within 2 km of a McDonald’s
venue• User discovers nearby fast food• User searches for venue that is categorized as
fast food
All to people whom have given consent (permission) to receive notifications
Get Feedback, Attach vouchers or URLs
McDonald’s Egypt used the attachment feature to drive people to their Facebook page
On BlackBerry too
Other words of importance
• Mobile search is significant
• Mobile content
• Create your own mobile universe and distribute that content to all channels