mobitree ftma conference 2012: mobile marketing & rules to stay ahead of the game
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MobiTree FTMA Conference 2012: Mobile Marketing & Rules to Stay Ahead of The GameTRANSCRIPT
MOBILE MARKETING: RULES OF THE GAME & HOW TO STAY AHEAD
FEBRUARY 23, 2012
Mobile is Changing Everything
Travel Mobi™
Giving Mobi™
The way we search, eat, shop, travel, learn, communicate, pay, entertain ourselves and donate is evolving rapidly
Club Mobi™
Sports Mobi™
Education Mobi™
Successful Mobile Strategies • Latest developments in the fast growing mobile marketing segment• What forward looking companies are doing to
amplify their marketing campaigns• Building and integrating mobile, social media
and marketing and online communities• Use of rich banners and multi-media mobile
marketing • Value in hyper-local mobile advertising and
targeting• Apps vs. mobile sites (Mobi’s), which or both? • Aligning mobile with your acquisition and
loyalty marketing initiatives• Customization and testing • Obstacles and opportunities• Key strategies to takeaway
Skyrocketing Mobile Growth
• Growth is driven by Smartphones & Computer Tablets:• 130M at end of 2011 • Expected to be200M or 65% of Americans
will have one or both by 2015 (In-Stat Research 2011)
• Mobile internet search will exceed PC’s/laptops by 2013
(Gartner Research 2011)
• 50% of mobile devices will be Smartphones by 2013
• 1 in 5 U.S. households will be using mobile banking by
2015 (Juniper Research 2011)
• PayPal expects $7B in mobile payment volume in 2012,
doubling last year
Big 4 are Focused on Post-PC Era Corporate strategies and products focused on
mobile
Travel: Mobile Evolution
• Of top 28 air, car, hotel companies in U.S., only one
company (Wyndham) and two car companies (Alamo/National) were not mobile optimized with either Mobile Website and/or Mobile App.• Two thirds had both Mobile Website and App,
often tailored for different needs• Targeting mobile travelers (eMarketer Study 2011) :
• 71% have a Smartphone, and spend more than an average consumer, $3K a year, 3 trips/year
• 38% used mobile device to plan a trip, this number is expected to grow to 44% in 2012, and 47% will use the device at the destination
• 60% have downloaded travel Apps• In 2012, the number of travelers who will
book through a mobile device to 15.1M in 2012 up 74% Y/Y
Building Local Mobile and Online Social Communities Around Brands
MobiTree Ecosystem
The Mobi: all-in-one Mobile App & Website for anyone, any device.
We create Mobile Apps and Websites for Affinity Groups
MobiTree Ecosystem
Mobi platform monetizes group’s ecosystem with advertising
Mobility: Anywhere, anytime, any device Acquisition: Acquire new fans, engage them and grow participationCommunication: Calendar, events, geo-mapping, schedules, push, text, emailRevenue Creation: Sell advertising, products, tickets, donations, fundraisersMulti-media: Video, photos, streaming, news feeds, social media eCommerce: Stores, donations and payment processing
MobiTree Solves Common Affinity Group Challenges
RegistrationMulti-Media eCommerceAdvertisingAll-in-One
Amplify Your Marketing Campaigns with Mobile
Event Mobi™
Texas State Fair and Auto Show: DriveMychevy.mobi
Global Airline and Travel Conference: megaevent.mobi
Travel Mobi™
Chevrolet: Mobilizing the Texas State Fair and Auto Show
Event Mobi™
Texas State Fair and Auto Show: DriveMychevy.mobi
Acquisition:44K test drives to grow participation and leads to dealers
Social Media:Interactive photos/videos, FB,Twitter
Product:Auto-show had QR codes and mobile electronic brochure
Mobility: Anywhere, anytime, any device
• See Mommy Run is an organization with over 57K women nationwide with 20 regional chapters & hundreds of local groups
• They focus on helping moms get in shape by running, interacting with each other & sharing health and fitness content
Affinity Client: See Mommy Run
SeeMommyRun.Mobi
See Mommy Run Mobi provides members with real-time
news, interactive and video content
SeeMommyRun.Mobi/Events
See Mommy Run Members at Boston Marathon April 2011
Social Community: Mom’s sharing with other like-minded Mom’s
Smartphone Ads are Having an Impact in Purchase Decisions
71 percent of smartphone users search after being exposed to ads online and offline
A whopping 82% notice mobile ads
74% make a purchase as a result of using their phone during the shopping process
Source: Google’s “The Mobile Movement: Understanding Smartphone Users”
See Mommy Run
Mobi can connect
with Health.com and
other relevant
Time Inc. content
Digital publications
promoted in Mobi’s
Linking Content with Health.com
Use of Rich Banner Ads & Video Rich banner ads, which are expandable, with useful
content, links and video, are driving qualified leads and conversion
Intel: Rich Banner & Mobile Sites Ads, Better Than App’s Intel is seeing rich banner ad interactive rates 5 times greater
than in Apps Predicting rich media ads to be 50% of all display ads by 2015
(Hubspot 2012)
Behavioral Targeting: Since users identified
themselves by their interests, more likely to respond
After users expand the ads, they see
three different icons that can be dragged and dropped to the bottom of the screen
Ads lead the user to the Intel mobile site
providing more information for what they are looking for
Hyper-Local Advertising
Example: See Mommy Run/Health.com Mobi Connecting relevant content with the power
of geo-targeted local advertising Identify the customer, device and location
of the mobile search and optimize 1 in 3 mobile searches are local
(Google 2011)
Hyper-Local Advertising Connect with mom by providing
relevant content and geo-targeted local advertising
Drives users to Cooking Light food and recipe information sponsored by Whole Foods Provides the nearest Whole Foods
location information - great for moms on the go
Display relevant local offers and distance to the store in See Mommy Run’s Mobi
Hyper-Local Advertising
After looking up a local business on their Smartphone, 61% of users called the business and 59%visited
74% of Smartphone users who searched for products shopping resulted with a purchase
79% of Smartphone users, use their devices to help while shopping
(Google 2011)
Align the mobile experience to the channel and customer’s situation, and why they are using mobile device
Expedia & Priceline’s mobile strategies are focused on last minute, local bookings 58% of Smartphone users who booked
through the phone, are shopping for local hotels within 20 miles of their location
82% of Smartphone bookers did so wtihin 24 hours of arrival vs. Desktop at 45% (Google 2011)
Geo-targeting by default with localized content based on where you are Expedia has Groupon & Urban Spoon
Travel Firms Are Tailoring for Those on the Go, Local
Mobi’s Generate High Repeat Usage & Utilization
69%
31%
Re-turn-ing ...
New vs. Returning Mobi Visitor
1 2 3 4 5 6 7 8 9 10 - 14
15 - 19
20+0%
5%
10%
15%
20%
25%
30%
Pageviews Per Unique Visitor
1 tim
es
2 tim
es
3 tim
es
4 tim
es
5 tim
es
6 tim
es
7 tim
es
8 tim
es
9-14
tim
es
15-2
5 tim
es
26-5
0 tim
es
51-1
00 ti
mes
101-
200
times
0%
5%
10%
15%
20%
25%
30%
35%
Percent Visits per Unique Visi-tor
Nearly 30% 9+ visits
Nearly 20% visitors have 9 or more pageviews
Mobi Avg. Time per Site Visit: 10 minutes
Native App, Mobile Site or Both? Large brands?
Small to mid-size brands? App Mobile Website
Expense/Maintenance ✔
Scalability ✔
Visibility ✔
Acquisition/leads ✔
SEO/SEM ✔
Personalization ✔ ✔
Loyal customers ✔ ✔
BothMobi (Mobile Website and Desktop)
Native App, Mobile Site or Both? Case Study: Intercontinental Hotels (IHG) is
Leveraging Both IHG boasts their mobile website
is a more valuable marketing tool
than an App More flexible across platforms Boosts mobile search Customer acquisition tool
Launched an App for loyalty, Priority
Club members Click-to-call Adwords account for
40% of mobile web revenue
Optimizing Mobile: Track & Test
Steps to Optimize Mobile:
1. Track mobile behavior and analytics
separate from desktop website
2. Establish goals which augment overall
marketing plans
3. Test and learn, set out your objectives that
you are trying to achieve and conduct A/B
split testing
Example: Vegas.com reduced their mobile website
bounce rate by 22%, 16% more pageviews and 4% higher
conversion rates following these steps (Marketing Sherpa 2011)
Interconnecting Mobile & Digital Content & Advertisers 24HourFitness.Mobi
• Corporations• Starting to allow iPads and tablets, and replace
Blackberry’s• Travel departments and agencies are slow to
adapt• Payments
• Retailers are slow to adapt mobile options, once entities like PayPal and Google Wallet integrate with retail point of sale processors, and information is stored in Smartphone, purchase volume will increase dramatically
• Integration with retail loyalty systems and stored value cards will further fuel growth
Top Limitations in Mobile, Once Solved will Fuel Further Growth
Leverage mobile to amplify your marketing plans, campaigns and media, make everything more successful Use mobile to develop and amplify your brands
social community Use rich media banner ads and commercials Media plans and mobile sites should perform across
all device types, operating systems/platforms Focus on the mobile site for SEO/SEM, acquisition
and scalability, use App’s for loyal customers, specialized functionality Hyper-localized advertising is critical, leverage the
data and the customer’s profile to drive results and provide relevant content and promotions Test and learn, and customize mobile experiences
and target leveraging the customer’s profile data, location and needs
Key Takeaways