the power of mobile marketing
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The Power of Mobile MarketingThe Power of Mobile Marketing
Judd WheelerThe Art of Mobile Conference 2011
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How Big Is Mobile?
1.7 billion television sets
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How Big Is Mobile?
2 billion Internet users
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How Big Is Mobile?
1.2 billion computers(including tablets)
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How Big Is Mobile?
4.9 billion combined
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How Big Is Mobile?
4.9 billion combined > 5.2 billion paid subscribers
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How HOT is Mobile?How HOT is Mobile?
• 327 6M mobile phones in use in the U S327.6M mobile phones in use in the U.S.
• 196.9B text messages/month
• Google $1B revenue = mobile ads and consumer usage of mobile coupons
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Growing TrendGrowing Trend
• Americans areAmericans are getting rid of landlines
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Growing TrendGrowing Trend
• 10 States that have at least 30% of adults rely strictly on cell phones– Arkansas– Mississippi ‐ highest poverty rate at 21.9% in 2009 (Census Bureau)– Colorado– Idaho– Kentucky– Nebraska– North Dakota– Oklahoma– Oregon– Texas
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Within Arms Reach 24/7
No9%
Yes91%
Morgan Stanley
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ReachReach
• Cell phone penetration is 104% of the USCell phone penetration is 104% of the US population
• That means…O 94% f h U S l i i i hiOver 94% of the U.S. population is within an arm’s reach
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Mobile SpendingMobile Spending
• 1 in 7 media minutes (>14%)
• U.S.: 6% marketing budget(up from 3%)
Business and Leadership survey, September 2011
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SMS – by the numbersSMS by the numbers
• 4.2 billion (globally) Globally:4.2 billion (globally)
• U.S. ~73%
Globally:
• #1 – Text
• #2 – Apps#2 Apps
• #3 – Email
• #4 Voice• #4 ‐ Voice
8x 20x
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Text May Not Be Sexy, BUT…..Text May Not Be Sexy, BUT…..
• 90% of all text messages read within 390% of all text messages read within 3 minutes of delivery
• 95% within the 1st 15 minutes• 95% within the 1st 15 minutes
• Over 99% read by the recipient• SinglePoint Conversational Advertising
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Text May Not Be Sexy, BUT…..Text May Not Be Sexy, BUT…..
• 90% of all text messages read within 3 minutes of delivery• 95% within the 1st 15 minutes• Over 99% read by the recipient
• SinglePoint Conversational Advertisingg g
• Text:– CTR 14.06% Conversion 8.22%
• Email:Email:– CTR 6.64% Conversion 1.73% (average 33% change yearly)
• Internet DisplayCTR 0 76% C i 4 43%– CTR 0.76% Conversion 4.43%
• Direct Mail– Response 1.4‐3.4% (Conversion < 1%)
• DMA 2010 Response Rate Trend Report
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SMS AppealSMS Appeal
• Short convenient formatShort convenient format
• Most effective marketing messages = Least amount of thought from the consumerLeast amount of thought from the consumer.
• Permission‐based
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Marks & Spencer – Loyalty ProgramMarks & Spencer Loyalty Program
• Text‐to‐winText to win
• Event reminders
l d i• Internal education
• 700,000 opt‐in customers
• Trigger increase in‐store purchaseTrigger increase in store purchase
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Mobile BarcodesMobile Barcodes
• QR (Quick Response) Code: 1992 – Denso‐Wave (Toyota)
30 characters 3,296 alphanumeric 1,000 characters
Q (Q p ) ( y )
• Additional storage capacity accommodates a variety of data beyond numbers:– Text– Hyperlink– Telephone number (Phone call)– Email (Send message)– Contact entry (vCard or meCard)
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QR Code by the NumbersQR Code by the Numbers
• 14 million Americans14 million Americans = 6.2% total mobile audience
comScore MobiLens study June 2011comScore MobiLens study June 2011
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QR Code by the NumbersQR Code by the Numbers
• 14 million Americans14 million Americans = 6.2% total mobile audience
comScore MobiLens study June 2011comScore MobiLens study June 2011
•1200% increase second half of 2010
Mobie Identity Systems report
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D l d d idD l d d idDeals, ads and a videoDeals, ads and a video7,581 web site visits (90 days)7,581 web site visits (90 days)
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Tesco HomePlus QR Shopping (South Korea)Tesco HomePlus QR Shopping (South Korea)
• Nov 2010 – Jan 2011Nov 2010 Jan 2011
• 10,287 online store via mobile
b 6%• Members rose 76%
• Online sales 130%
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The FadesThe Fades
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• TEST the barcode
• Don’t link to a generic webpage
D ’t li k t• Don’t link to a webpage that isn’t mobile‐friendlyy
• Test placement
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Augmented RealityAugmented Reality• Yelp
S t t
• Zagat RETINAC i t t & i t ll– See restaurants
– Click to get ratings and reviews
– Can interact & virtually walk down the street
– Click to get full review gand details
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Volkswagen BeetleVolkswagen Beetle
• Utilizes – standard billboards,
– bus shelters,
traditional print based media property– traditional print‐based media property
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Augmented RealityAugmented Reality
• LayarLayar
• Wikitude
i ’ i• Metaio’s Junaio
• String Labs
• QderoPateo Communications (QPC)Articulated Natural RealityArticulated Natural Reality
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QderoPateo Communications (QPC)QderoPateo Communications (QPC)• Articulated Naturality Web• Typical AR “flat”Typical AR flat• Break barrier of laptop/desktop – convenience of mobile• Weather, museum, hotel, commercial real estate
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SearchSearch
• Restaurant menus 2x >Restaurant menus 2x > Lady Gaga
• 40% Google Maps MOBILE• 40% Google Maps – MOBILE75% have used locator like MapsMaps
• Google: separate indexes
• Intent to buyy
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SearchSearch
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More browser phones than PCs
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Mobile‐Optimized Web SitesMobile Optimized Web Sites
• Less than 19% of business in France and U KLess than 19% of business in France and U.K.
• 33% of US‐based businesses
• Tiffany’s jewelersdoubled its salesafter launching a mobile‐optimized website
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Location‐Based ServiceLocation Based Service
10,000,000
• Check in
• Find friends• Find friends
• Share on social networks (FREE word of mouth)
• Unlock rewards
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Location‐Based ServiceLocation Based Service
10,000,000
• Launched in 2009
1 billi h k i• 1 billion check‐ins
• 5 languages
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Shopkick (Proximity Marketing)Shopkick (Proximity Marketing)
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ShopAlertsShopAlerts
• Works with any phoneWorks with any phone (no GPS)
• Opt‐inp
• SMS, Facebook, Twitter, web, in‐store signageg g
• Geo‐fences based off cell towers
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• 96% recall text message
• 38% increase purchase intent
• 78% LBS nature made them more useful
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SCVNGR – Buffalo Wild WingsSCVNGR Buffalo Wild Wings
• Go placesp• Do challenges• Earn points
• 720 locations12 week campaign12‐week campaign (March Madness)
• Media & customer engagement
• Improve customer return rate – drive revenuerate – drive revenue
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Turn Watching Games into a GAMETurn Watching Games into a GAME
• Take pics of friends, p ,sauciest wing in the basket, fans of rival teams crowd going wildteams, crowd going wild…
• Rewards for completed challenges included: – $5 off (3 points), – a free Coca‐Cola (20
points) and – free wings (30 points)
• Could share to Facebook& Twitter& Twitter
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ResultsResults
• Players generated 20,000+ challenges
• There were 184,000 unique players
• 1 in 3 players returned to play again
• 100 million social impressions via Facebook and Twitter.
• On average, a player spent 90 seconds per challenge, meaning that BWW saw the equivalent of 3 6 yearsBWW saw the equivalent of 3.6 years of brand engagement in its locations during the campaign.
Now has an established database of 184,000 people for its next campaign
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IKEA 2010 Interactive CatalogIKEA 2010 Interactive Catalog• Place furniture
– 40 pieces
• Results– PR40 pieces
– Use camera, move, resize, take a picture
Di t l
PR
– WOM
– High downloads
• Discover style– Thru quizzes
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Apps (June 2011)Apps (June 2011)Ave Price: $3.64
Over 7 TBFree, 36%
Pay, 64%64%
$891,982.24
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Apps Dirty Little SecretApps Dirty Little Secret
Average: 60 apps downloaded to iPhone or iPad
Paid Free
Average: 60 apps downloaded to iPhone or iPad
• 30% first downloaded
• 5% by day 21
b d
• 20% first downloaded
• 5% by day 25
b d• 1% by day 90 • 1% by day 90
Socialize Inc.
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And/OR
+OR
=
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North Face (China)North Face (China)• Stake virtual claim
Li k b &
• > 2 million unique visitors to web• Live score kept on web &
outdoor electronic board
• 18 days
web
• > 651,000 red flags planted
• Champion > 4,00018 days Champion 4,000
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McDonald’s Interactive BillboardMcDonald s Interactive Billboard
• Photo Catch– Using cell phone camera– Get one free
• Pick & Play– No app– picknplay se– picknplay.se– Geo‐location– Play on big screen in real‐time
– Last 30 sec get digital coupon w/directionsp /
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Near Field CommunicationNear Field Communication
• Subset of RFID
• 150,000 NFC (+24,000)6 illi t diti l• 6 million traditional
Crone Consulting
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Other mCommerce PlayersOther mCommerce Players
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NFC PredictionsNFC Predictions
• Chip makers predict 40‐50 million NFC phonesChip makers predict 40 50 million NFC phones by 2011
• ~300 million phones worldwide (20%) phones• ~300 million phones worldwide (20%) phones with NFC by 2014 (Juniper Research)
30% f ll bil h ld id ill b• 30% of all mobile phones worldwide will be NFC enabled in 2015 (HIS research)
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People Aren’t WaitingPeople Aren t Waiting
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“Put your best people on mobile ”people on mobile.
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Mobile: The Next Mass MediaMobile: The Next Mass Media
LegacyLegacy
• CinemaCinema
• TV
• Radio
• Internet
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Mobile: The Next Mass MediaMobile: The Next Mass Media
Legacy MOBILELegacy
• Cinema
MOBILE
• Permanently carried
• Always connectedCinema
• TV
• Radio
Always connected
• Built‐in payment
• Augmented reality
• Internet • Audience measurement
• Capture social context of ticonsumption
• and finally…y
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Mobile is PersonalMobile is Personal
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The Power of Mobile Marketing
Judd WheelerThe Art of Mobile Conference 2011
jwheeler@comm‐arts.com918‐645‐5194 (m)9 8 6 5 5 9 ( )