creating a mobile strategy kelly mcivor @kjmcivor october 18, 2011 mobile marketing is no longer...
TRANSCRIPT
![Page 1: Creating a Mobile Strategy Kelly McIvor @kjmcivor October 18, 2011 Mobile marketing is no longer something companies need to try – it's something they](https://reader036.vdocuments.us/reader036/viewer/2022070306/5519d65f5503468b0c8b49b5/html5/thumbnails/1.jpg)
Creating a Mobile StrategyKelly McIvor@kjmcivor
October 18, 2011
“Mobile marketing is no longer something companies need to try – it's something they need to do.”
![Page 2: Creating a Mobile Strategy Kelly McIvor @kjmcivor October 18, 2011 Mobile marketing is no longer something companies need to try – it's something they](https://reader036.vdocuments.us/reader036/viewer/2022070306/5519d65f5503468b0c8b49b5/html5/thumbnails/2.jpg)
Contents
• The State of Mobile
Creating a Mobile Strategy
![Page 3: Creating a Mobile Strategy Kelly McIvor @kjmcivor October 18, 2011 Mobile marketing is no longer something companies need to try – it's something they](https://reader036.vdocuments.us/reader036/viewer/2022070306/5519d65f5503468b0c8b49b5/html5/thumbnails/3.jpg)
Contents
• The State of Mobile• Types of Mobile Media
Creating a Mobile Strategy
![Page 4: Creating a Mobile Strategy Kelly McIvor @kjmcivor October 18, 2011 Mobile marketing is no longer something companies need to try – it's something they](https://reader036.vdocuments.us/reader036/viewer/2022070306/5519d65f5503468b0c8b49b5/html5/thumbnails/4.jpg)
Contents
• The State of Mobile• Types of Mobile Media• Define Your Objectives
Creating a Mobile Strategy
![Page 5: Creating a Mobile Strategy Kelly McIvor @kjmcivor October 18, 2011 Mobile marketing is no longer something companies need to try – it's something they](https://reader036.vdocuments.us/reader036/viewer/2022070306/5519d65f5503468b0c8b49b5/html5/thumbnails/5.jpg)
Contents
• The State of Mobile• Types of Mobile Media• Define Your Objectives• Know Your Audience
Creating a Mobile Strategy
![Page 6: Creating a Mobile Strategy Kelly McIvor @kjmcivor October 18, 2011 Mobile marketing is no longer something companies need to try – it's something they](https://reader036.vdocuments.us/reader036/viewer/2022070306/5519d65f5503468b0c8b49b5/html5/thumbnails/6.jpg)
Contents
• The State of Mobile• Types of Mobile Media• Define Your Objectives• Know Your Audience• Define Your Strategy
Creating a Mobile Strategy
![Page 7: Creating a Mobile Strategy Kelly McIvor @kjmcivor October 18, 2011 Mobile marketing is no longer something companies need to try – it's something they](https://reader036.vdocuments.us/reader036/viewer/2022070306/5519d65f5503468b0c8b49b5/html5/thumbnails/7.jpg)
Contents
• The State of Mobile• Types of Mobile Media• Define Your Objectives• Know Your Audience• Define Your Strategy• Technology Choices
Creating a Mobile Strategy
![Page 8: Creating a Mobile Strategy Kelly McIvor @kjmcivor October 18, 2011 Mobile marketing is no longer something companies need to try – it's something they](https://reader036.vdocuments.us/reader036/viewer/2022070306/5519d65f5503468b0c8b49b5/html5/thumbnails/8.jpg)
Contents
• The State of Mobile• Types of Mobile Media• Define Your Objectives• Know Your Audience• Define Your Strategy• Technology Choices• Integration Planning
Creating a Mobile Strategy
![Page 9: Creating a Mobile Strategy Kelly McIvor @kjmcivor October 18, 2011 Mobile marketing is no longer something companies need to try – it's something they](https://reader036.vdocuments.us/reader036/viewer/2022070306/5519d65f5503468b0c8b49b5/html5/thumbnails/9.jpg)
Contents
• The State of Mobile• Types of Mobile Media• Define Your Objectives• Know Your Audience• Define Your Strategy• Technology Choices• Integration Planning• Selecting a Vendor
Creating a Mobile Strategy
![Page 10: Creating a Mobile Strategy Kelly McIvor @kjmcivor October 18, 2011 Mobile marketing is no longer something companies need to try – it's something they](https://reader036.vdocuments.us/reader036/viewer/2022070306/5519d65f5503468b0c8b49b5/html5/thumbnails/10.jpg)
The State of Mobile
• Number of American adults (13+) with a mobile phone2: 234 million
1 Cellular Telephone Industry Association, 20112 ComScore, October, 20113 Ipsos/Google, July, 2011
Creating a Mobile Strategy
![Page 11: Creating a Mobile Strategy Kelly McIvor @kjmcivor October 18, 2011 Mobile marketing is no longer something companies need to try – it's something they](https://reader036.vdocuments.us/reader036/viewer/2022070306/5519d65f5503468b0c8b49b5/html5/thumbnails/11.jpg)
The State of Mobile
• Number of American adults (13+) with a mobile phone2: 234 million
• Percent of mobile-only households1: 27
1 Cellular Telephone Industry Association, 20112 ComScore, October, 20113 Ipsos/Google, July, 2011
Creating a Mobile Strategy
![Page 12: Creating a Mobile Strategy Kelly McIvor @kjmcivor October 18, 2011 Mobile marketing is no longer something companies need to try – it's something they](https://reader036.vdocuments.us/reader036/viewer/2022070306/5519d65f5503468b0c8b49b5/html5/thumbnails/12.jpg)
The State of Mobile
• Number of American adults (13+) with a mobile phone2: 234 million
• Percent of mobile-only households1: 27• Percent who use text-messaging2: 71
1 Cellular Telephone Industry Association, 20112 ComScore, October, 20113 Ipsos/Google, July, 2011
Creating a Mobile Strategy
![Page 13: Creating a Mobile Strategy Kelly McIvor @kjmcivor October 18, 2011 Mobile marketing is no longer something companies need to try – it's something they](https://reader036.vdocuments.us/reader036/viewer/2022070306/5519d65f5503468b0c8b49b5/html5/thumbnails/13.jpg)
The State of Mobile
• Number of American adults (13+) with a mobile phone2: 234 million
• Percent of mobile-only households1: 27• Percent who use text-messaging2: 71• Percent who access the web2: 42
1 Cellular Telephone Industry Association, 20112 ComScore, October, 20113 Ipsos/Google, July, 2011
Creating a Mobile Strategy
![Page 14: Creating a Mobile Strategy Kelly McIvor @kjmcivor October 18, 2011 Mobile marketing is no longer something companies need to try – it's something they](https://reader036.vdocuments.us/reader036/viewer/2022070306/5519d65f5503468b0c8b49b5/html5/thumbnails/14.jpg)
The State of Mobile
• Number of American adults (13+) with a mobile phone2: 234 million
• Percent of mobile-only households1: 27• Percent who use text-messaging2: 71• Percent who access the web2: 42• Percent of smartphones2: 40
1 Cellular Telephone Industry Association, 20112 ComScore, October, 20113 Ipsos/Google, July, 2011
Creating a Mobile Strategy
![Page 15: Creating a Mobile Strategy Kelly McIvor @kjmcivor October 18, 2011 Mobile marketing is no longer something companies need to try – it's something they](https://reader036.vdocuments.us/reader036/viewer/2022070306/5519d65f5503468b0c8b49b5/html5/thumbnails/15.jpg)
The State of Mobile
• Number of American adults (13+) with a mobile phone2: 234 million
• Percent of mobile-only households1: 27• Percent who use text-messaging2: 71• Percent who access the web2: 42• Percent of smartphones2: 40• Percent of smartphone users who access
the web at least daily3: 78
1 Cellular Telephone Industry Association, 20112 ComScore, October, 20113 Ipsos/Google, July, 2011
Creating a Mobile Strategy
![Page 16: Creating a Mobile Strategy Kelly McIvor @kjmcivor October 18, 2011 Mobile marketing is no longer something companies need to try – it's something they](https://reader036.vdocuments.us/reader036/viewer/2022070306/5519d65f5503468b0c8b49b5/html5/thumbnails/16.jpg)
Types of Mobile Media
• Reach (% of mobile users)• Ease of implementation (Scale 1-10)• User-experience
Creating a Mobile Strategy
![Page 17: Creating a Mobile Strategy Kelly McIvor @kjmcivor October 18, 2011 Mobile marketing is no longer something companies need to try – it's something they](https://reader036.vdocuments.us/reader036/viewer/2022070306/5519d65f5503468b0c8b49b5/html5/thumbnails/17.jpg)
SMS / Text-Messaging
• Short/Long Codes
Creating a Mobile Strategy
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SMS / Text-Messaging
• Short/Long Codes• Build a database
Creating a Mobile Strategy
![Page 19: Creating a Mobile Strategy Kelly McIvor @kjmcivor October 18, 2011 Mobile marketing is no longer something companies need to try – it's something they](https://reader036.vdocuments.us/reader036/viewer/2022070306/5519d65f5503468b0c8b49b5/html5/thumbnails/19.jpg)
SMS / Text-Messaging
• Short/Long Codes• Build a database• Push-style content
Creating a Mobile Strategy
![Page 20: Creating a Mobile Strategy Kelly McIvor @kjmcivor October 18, 2011 Mobile marketing is no longer something companies need to try – it's something they](https://reader036.vdocuments.us/reader036/viewer/2022070306/5519d65f5503468b0c8b49b5/html5/thumbnails/20.jpg)
SMS / Text-Messaging
• Short/Long Codes• Build a database• Push-style content
Creating a Mobile Strategy
95%Reach:
![Page 21: Creating a Mobile Strategy Kelly McIvor @kjmcivor October 18, 2011 Mobile marketing is no longer something companies need to try – it's something they](https://reader036.vdocuments.us/reader036/viewer/2022070306/5519d65f5503468b0c8b49b5/html5/thumbnails/21.jpg)
SMS / Text-Messaging
• Short/Long Codes• Build a database• Push-style content
Creating a Mobile Strategy
95%Reach:
User-experience: consistent, familiar
![Page 22: Creating a Mobile Strategy Kelly McIvor @kjmcivor October 18, 2011 Mobile marketing is no longer something companies need to try – it's something they](https://reader036.vdocuments.us/reader036/viewer/2022070306/5519d65f5503468b0c8b49b5/html5/thumbnails/22.jpg)
SMS / Text-Messaging
• Short/Long Codes• Build a database• Push-style content
Creating a Mobile Strategy
95%Reach:
Easy HardSMSImplementation:
User-experience: consistent, familiar
![Page 23: Creating a Mobile Strategy Kelly McIvor @kjmcivor October 18, 2011 Mobile marketing is no longer something companies need to try – it's something they](https://reader036.vdocuments.us/reader036/viewer/2022070306/5519d65f5503468b0c8b49b5/html5/thumbnails/23.jpg)
Creating a Mobile Strategy
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MMS(Multi-Media Messaging Service)
• Barcodes/QR Codes
Creating a Mobile Strategy
QR MS Tag
Matrix
BeeTag
![Page 25: Creating a Mobile Strategy Kelly McIvor @kjmcivor October 18, 2011 Mobile marketing is no longer something companies need to try – it's something they](https://reader036.vdocuments.us/reader036/viewer/2022070306/5519d65f5503468b0c8b49b5/html5/thumbnails/25.jpg)
MMS(Multi-Media Messaging Service)
• Barcodes/QR Codes• Images/pictures
Creating a Mobile Strategy
QR MS Tag
Matrix
BeeTag
![Page 26: Creating a Mobile Strategy Kelly McIvor @kjmcivor October 18, 2011 Mobile marketing is no longer something companies need to try – it's something they](https://reader036.vdocuments.us/reader036/viewer/2022070306/5519d65f5503468b0c8b49b5/html5/thumbnails/26.jpg)
MMS(Multi-Media Messaging Service)
• Barcodes/QR Codes• Images/pictures• Video
Creating a Mobile Strategy
QR MS Tag
Matrix
BeeTag
![Page 27: Creating a Mobile Strategy Kelly McIvor @kjmcivor October 18, 2011 Mobile marketing is no longer something companies need to try – it's something they](https://reader036.vdocuments.us/reader036/viewer/2022070306/5519d65f5503468b0c8b49b5/html5/thumbnails/27.jpg)
MMS(Multi-Media Messaging Service)
• Barcodes/QR Codes• Images/pictures• Video
Creating a Mobile Strategy
QR MS Tag
Matrix
BeeTag
<40%Reach:
![Page 28: Creating a Mobile Strategy Kelly McIvor @kjmcivor October 18, 2011 Mobile marketing is no longer something companies need to try – it's something they](https://reader036.vdocuments.us/reader036/viewer/2022070306/5519d65f5503468b0c8b49b5/html5/thumbnails/28.jpg)
MMS(Multi-Media Messaging Service)
• Barcodes/QR Codes• Images/pictures• Video
Creating a Mobile Strategy
QR MS Tag
Matrix
BeeTag
<40%Reach:
User-experience: inconsistent, unfamiliar, richer
![Page 29: Creating a Mobile Strategy Kelly McIvor @kjmcivor October 18, 2011 Mobile marketing is no longer something companies need to try – it's something they](https://reader036.vdocuments.us/reader036/viewer/2022070306/5519d65f5503468b0c8b49b5/html5/thumbnails/29.jpg)
MMS(Multi-Media Messaging Service)
• Barcodes/QR Codes• Images/pictures• Video
Creating a Mobile Strategy
QR MS Tag
Matrix
BeeTag
<40%Reach:
Easy HardQRImplementation:
User-experience: inconsistent, unfamiliar, richer
Pics
![Page 30: Creating a Mobile Strategy Kelly McIvor @kjmcivor October 18, 2011 Mobile marketing is no longer something companies need to try – it's something they](https://reader036.vdocuments.us/reader036/viewer/2022070306/5519d65f5503468b0c8b49b5/html5/thumbnails/30.jpg)
Mobile Web
• Define your purpose
Creating a Mobile Strategy
![Page 31: Creating a Mobile Strategy Kelly McIvor @kjmcivor October 18, 2011 Mobile marketing is no longer something companies need to try – it's something they](https://reader036.vdocuments.us/reader036/viewer/2022070306/5519d65f5503468b0c8b49b5/html5/thumbnails/31.jpg)
Mobile Web
• Define your purpose• Auto-detect mobile device
Creating a Mobile Strategy
![Page 32: Creating a Mobile Strategy Kelly McIvor @kjmcivor October 18, 2011 Mobile marketing is no longer something companies need to try – it's something they](https://reader036.vdocuments.us/reader036/viewer/2022070306/5519d65f5503468b0c8b49b5/html5/thumbnails/32.jpg)
Mobile Web
• Define your purpose• Auto-detect mobile device• Content is key
Creating a Mobile Strategy
![Page 33: Creating a Mobile Strategy Kelly McIvor @kjmcivor October 18, 2011 Mobile marketing is no longer something companies need to try – it's something they](https://reader036.vdocuments.us/reader036/viewer/2022070306/5519d65f5503468b0c8b49b5/html5/thumbnails/33.jpg)
Mobile Web
• Define your purpose• Auto-detect mobile device• Content is key
Creating a Mobile Strategy
75%Reach:
![Page 34: Creating a Mobile Strategy Kelly McIvor @kjmcivor October 18, 2011 Mobile marketing is no longer something companies need to try – it's something they](https://reader036.vdocuments.us/reader036/viewer/2022070306/5519d65f5503468b0c8b49b5/html5/thumbnails/34.jpg)
Mobile Web
• Define your purpose• Auto-detect mobile device• Content is key
Creating a Mobile Strategy
75%Reach:
User-experience: consistent, familiar
![Page 35: Creating a Mobile Strategy Kelly McIvor @kjmcivor October 18, 2011 Mobile marketing is no longer something companies need to try – it's something they](https://reader036.vdocuments.us/reader036/viewer/2022070306/5519d65f5503468b0c8b49b5/html5/thumbnails/35.jpg)
Mobile Web
• Define your purpose• Auto-detect mobile device• Content is key
Creating a Mobile Strategy
75%Reach:
Easy HardWebImplementation:
User-experience: consistent, familiar
![Page 36: Creating a Mobile Strategy Kelly McIvor @kjmcivor October 18, 2011 Mobile marketing is no longer something companies need to try – it's something they](https://reader036.vdocuments.us/reader036/viewer/2022070306/5519d65f5503468b0c8b49b5/html5/thumbnails/36.jpg)
Downloadable Applications
• Very interactive
Creating a Mobile Strategy
![Page 37: Creating a Mobile Strategy Kelly McIvor @kjmcivor October 18, 2011 Mobile marketing is no longer something companies need to try – it's something they](https://reader036.vdocuments.us/reader036/viewer/2022070306/5519d65f5503468b0c8b49b5/html5/thumbnails/37.jpg)
Downloadable Applications
• Very interactive• Complex delivery
Creating a Mobile Strategy
![Page 38: Creating a Mobile Strategy Kelly McIvor @kjmcivor October 18, 2011 Mobile marketing is no longer something companies need to try – it's something they](https://reader036.vdocuments.us/reader036/viewer/2022070306/5519d65f5503468b0c8b49b5/html5/thumbnails/38.jpg)
Downloadable Applications
• Very interactive• Complex delivery• Expensive development
Application Marketplaces Apple, Android, Rim, Windows, Nokia
Creating a Mobile Strategy
![Page 39: Creating a Mobile Strategy Kelly McIvor @kjmcivor October 18, 2011 Mobile marketing is no longer something companies need to try – it's something they](https://reader036.vdocuments.us/reader036/viewer/2022070306/5519d65f5503468b0c8b49b5/html5/thumbnails/39.jpg)
Downloadable Applications
• Very interactive• Complex delivery• Expensive development
Application Marketplaces Apple, Android, Rim, Windows, Nokia
Creating a Mobile Strategy
25%Reach:
![Page 40: Creating a Mobile Strategy Kelly McIvor @kjmcivor October 18, 2011 Mobile marketing is no longer something companies need to try – it's something they](https://reader036.vdocuments.us/reader036/viewer/2022070306/5519d65f5503468b0c8b49b5/html5/thumbnails/40.jpg)
Downloadable Applications
• Very interactive• Complex delivery• Expensive development
Application Marketplaces Apple, Android, Rim, Windows, Nokia
Creating a Mobile Strategy
25%Reach:
User-experience: consistent, engaging
![Page 41: Creating a Mobile Strategy Kelly McIvor @kjmcivor October 18, 2011 Mobile marketing is no longer something companies need to try – it's something they](https://reader036.vdocuments.us/reader036/viewer/2022070306/5519d65f5503468b0c8b49b5/html5/thumbnails/41.jpg)
Downloadable Applications
• Very interactive• Complex delivery• Expensive development
Application Marketplaces Apple, Android, Rim, Windows, Nokia
Creating a Mobile Strategy
25%Reach:
Easy HardAppsImplementation:
User-experience: consistent, engaging
![Page 42: Creating a Mobile Strategy Kelly McIvor @kjmcivor October 18, 2011 Mobile marketing is no longer something companies need to try – it's something they](https://reader036.vdocuments.us/reader036/viewer/2022070306/5519d65f5503468b0c8b49b5/html5/thumbnails/42.jpg)
IVRIntegrated Voice Response
• Instant response
Creating a Mobile Strategy
![Page 43: Creating a Mobile Strategy Kelly McIvor @kjmcivor October 18, 2011 Mobile marketing is no longer something companies need to try – it's something they](https://reader036.vdocuments.us/reader036/viewer/2022070306/5519d65f5503468b0c8b49b5/html5/thumbnails/43.jpg)
IVRIntegrated Voice Response
• Instant response• Interactive
Creating a Mobile Strategy
![Page 44: Creating a Mobile Strategy Kelly McIvor @kjmcivor October 18, 2011 Mobile marketing is no longer something companies need to try – it's something they](https://reader036.vdocuments.us/reader036/viewer/2022070306/5519d65f5503468b0c8b49b5/html5/thumbnails/44.jpg)
IVRIntegrated Voice Response
• Instant response• Interactive• Develop a database
Creating a Mobile Strategy
![Page 45: Creating a Mobile Strategy Kelly McIvor @kjmcivor October 18, 2011 Mobile marketing is no longer something companies need to try – it's something they](https://reader036.vdocuments.us/reader036/viewer/2022070306/5519d65f5503468b0c8b49b5/html5/thumbnails/45.jpg)
IVRIntegrated Voice Response
• Instant response• Interactive• Develop a database
Creating a Mobile Strategy
100%Reach:
![Page 46: Creating a Mobile Strategy Kelly McIvor @kjmcivor October 18, 2011 Mobile marketing is no longer something companies need to try – it's something they](https://reader036.vdocuments.us/reader036/viewer/2022070306/5519d65f5503468b0c8b49b5/html5/thumbnails/46.jpg)
IVRIntegrated Voice Response
• Instant response• Interactive• Develop a database
Creating a Mobile Strategy
100%Reach:
User-experience: consistent, familiar
![Page 47: Creating a Mobile Strategy Kelly McIvor @kjmcivor October 18, 2011 Mobile marketing is no longer something companies need to try – it's something they](https://reader036.vdocuments.us/reader036/viewer/2022070306/5519d65f5503468b0c8b49b5/html5/thumbnails/47.jpg)
IVRIntegrated Voice Response
• Instant response• Interactive• Develop a database
Creating a Mobile Strategy
100%Reach:
Easy HardIVRImplementation:
User-experience: consistent, familiar
![Page 48: Creating a Mobile Strategy Kelly McIvor @kjmcivor October 18, 2011 Mobile marketing is no longer something companies need to try – it's something they](https://reader036.vdocuments.us/reader036/viewer/2022070306/5519d65f5503468b0c8b49b5/html5/thumbnails/48.jpg)
Mobile Advertising
• Banner Ads•Mobile/WAP sites•In-game or in-application•Landing Pages
Creating a Mobile Strategy
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Mobile Advertising
• Banner Ads•Mobile/WAP sites•In-game or in-application•Landing Pages
• SMS•End-of-message Tags•Full message
Creating a Mobile Strategy
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Mobile Advertising
• Banner Ads•Mobile/WAP sites•In-game or in-application•Landing Pages
• SMS•End-of-message Tags•Full message
• Advertising Networks (adMob, Jumptap, others)
Creating a Mobile Strategy
![Page 51: Creating a Mobile Strategy Kelly McIvor @kjmcivor October 18, 2011 Mobile marketing is no longer something companies need to try – it's something they](https://reader036.vdocuments.us/reader036/viewer/2022070306/5519d65f5503468b0c8b49b5/html5/thumbnails/51.jpg)
Mobile Advertising
• Banner Ads•Mobile/WAP sites•In-game or in-application•Landing Pages
• SMS•End-of-message Tags•Full message
• Advertising Networks (adMob, Jumptap, others)
• Direct to mobile site owner
Creating a Mobile Strategy
![Page 52: Creating a Mobile Strategy Kelly McIvor @kjmcivor October 18, 2011 Mobile marketing is no longer something companies need to try – it's something they](https://reader036.vdocuments.us/reader036/viewer/2022070306/5519d65f5503468b0c8b49b5/html5/thumbnails/52.jpg)
Creating a Mobile Strategy
Questions?
![Page 53: Creating a Mobile Strategy Kelly McIvor @kjmcivor October 18, 2011 Mobile marketing is no longer something companies need to try – it's something they](https://reader036.vdocuments.us/reader036/viewer/2022070306/5519d65f5503468b0c8b49b5/html5/thumbnails/53.jpg)
Creating a Mobile Strategy
ApplicationMobile WebSMS
Content
![Page 54: Creating a Mobile Strategy Kelly McIvor @kjmcivor October 18, 2011 Mobile marketing is no longer something companies need to try – it's something they](https://reader036.vdocuments.us/reader036/viewer/2022070306/5519d65f5503468b0c8b49b5/html5/thumbnails/54.jpg)
Creating a Mobile StrategyD
isco
very
ApplicationMobile WebSMS
Content
SMS
QR Code
Advertising
NFC
Mobile Web
![Page 55: Creating a Mobile Strategy Kelly McIvor @kjmcivor October 18, 2011 Mobile marketing is no longer something companies need to try – it's something they](https://reader036.vdocuments.us/reader036/viewer/2022070306/5519d65f5503468b0c8b49b5/html5/thumbnails/55.jpg)
Creating a Mobile StrategyD
isco
very
ApplicationMobile WebSMS
Content
SMS
QR Code
Advertising
NFC
Mobile Web
![Page 56: Creating a Mobile Strategy Kelly McIvor @kjmcivor October 18, 2011 Mobile marketing is no longer something companies need to try – it's something they](https://reader036.vdocuments.us/reader036/viewer/2022070306/5519d65f5503468b0c8b49b5/html5/thumbnails/56.jpg)
Developing a Mobile Plan
•Define your objectives
Creating a Mobile Strategy
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Developing a Mobile Plan
•Define your objectives
•Understand your audience
Creating a Mobile Strategy
![Page 58: Creating a Mobile Strategy Kelly McIvor @kjmcivor October 18, 2011 Mobile marketing is no longer something companies need to try – it's something they](https://reader036.vdocuments.us/reader036/viewer/2022070306/5519d65f5503468b0c8b49b5/html5/thumbnails/58.jpg)
Developing a Mobile Plan
•Define your objectives
•Understand your audience
•Define the strategy
Creating a Mobile Strategy
![Page 59: Creating a Mobile Strategy Kelly McIvor @kjmcivor October 18, 2011 Mobile marketing is no longer something companies need to try – it's something they](https://reader036.vdocuments.us/reader036/viewer/2022070306/5519d65f5503468b0c8b49b5/html5/thumbnails/59.jpg)
Developing a Mobile Plan
•Define your objectives
•Understand your audience
•Define the strategy
•Choose the mobile media
Creating a Mobile Strategy
![Page 60: Creating a Mobile Strategy Kelly McIvor @kjmcivor October 18, 2011 Mobile marketing is no longer something companies need to try – it's something they](https://reader036.vdocuments.us/reader036/viewer/2022070306/5519d65f5503468b0c8b49b5/html5/thumbnails/60.jpg)
Working example
GoodPuppy.org
Mission: Eliminate cruelty to domestic pets through identification, protection and education.
Creating a Mobile Strategy
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Define your objectives
•Primary and secondary objectives
Creating a Mobile Strategy
![Page 62: Creating a Mobile Strategy Kelly McIvor @kjmcivor October 18, 2011 Mobile marketing is no longer something companies need to try – it's something they](https://reader036.vdocuments.us/reader036/viewer/2022070306/5519d65f5503468b0c8b49b5/html5/thumbnails/62.jpg)
Define your objectives
•Primary and secondary objectives•Increase donations/sales
Creating a Mobile Strategy
![Page 63: Creating a Mobile Strategy Kelly McIvor @kjmcivor October 18, 2011 Mobile marketing is no longer something companies need to try – it's something they](https://reader036.vdocuments.us/reader036/viewer/2022070306/5519d65f5503468b0c8b49b5/html5/thumbnails/63.jpg)
Define your objectives
•Primary and secondary objectives•Increase donations/sales•Reduce costs
Creating a Mobile Strategy
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Define your objectives
•Primary and secondary objectives•Increase donations/sales•Reduce costs•Recruit volunteers
Creating a Mobile Strategy
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Define your objectives
•Primary and secondary objectives•Increase donations/sales•Reduce costs•Recruit volunteers•Increase advocacy
Creating a Mobile Strategy
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Define your objectives
•Primary and secondary objectives•Increase donations/sales•Reduce costs•Recruit volunteers•Increase advocacy
•Measurable
Creating a Mobile Strategy
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Define your objectives
•Primary and secondary objectives•Increase donations/sales•Reduce costs•Recruit volunteers•Increase advocacy
•Measurable
•Consider a phased approach
Creating a Mobile Strategy
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Define your objectives
•Primary and secondary objectives•Increase donations/sales•Reduce costs•Recruit volunteers•Increase advocacy
•Measurable
•Consider a phased approach
GoodPuppy example: Rescue 5 additional pets per week.
Creating a Mobile Strategy
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Creating a Mobile Strategy
Questions?
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Developing a Mobile Plan
•Define your objectives
Creating a Mobile Strategy
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Developing a Mobile Plan
•Define your objectives
•Understand your audience
Creating a Mobile Strategy
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Understand your audience
•Current vs. Desired
Creating a Mobile Strategy
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Understand your audience
•Current vs. Desired
•Develop a mobile profile•Devices•Activities
Creating a Mobile Strategy
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Understand your audience
•Current vs. Desired
•Develop a mobile profile•Devices•Activities
•Demographics
Creating a Mobile Strategy
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Understand your audience
•Current vs. Desired
•Develop a mobile profile•Devices•Activities
•Demographics
•Historical patterns
Creating a Mobile Strategy
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Understand your audience
•Current vs. Desired
•Develop a mobile profile
•Devices•Activities
•Demographics
•Historical patterns
GoodPuppy example: current: 35-50yr old pet owners, urban, tech-savvy
Creating a Mobile Strategy
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Mobile Technographics: Understanding The Connected Consumer
September 2010 “US Mobile Technographics®: 2010”
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Creating a Mobile Strategy
Questions?
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Developing a Mobile Plan
•Define your objectives
•Understand your audience
Creating a Mobile Strategy
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Developing a Mobile Plan
•Define your objectives
•Understand your audience
•Define the strategy
Creating a Mobile Strategy
![Page 81: Creating a Mobile Strategy Kelly McIvor @kjmcivor October 18, 2011 Mobile marketing is no longer something companies need to try – it's something they](https://reader036.vdocuments.us/reader036/viewer/2022070306/5519d65f5503468b0c8b49b5/html5/thumbnails/81.jpg)
Define the mobile strategy
•What do you want to offer/enable?
Creating a Mobile Strategy
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Define the mobile strategy
•What do you want to offer/enable?GoodPuppy example:
Objective: Rescue 5 pets/week. Strategy: Allow real-time reporting and information gathering including photo evidence and location information.
Creating a Mobile Strategy
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Define the mobile strategy
•What do you want to offer/enable?GoodPuppy example:
Objective: Rescue 5 pets/week. Strategy: Allow real-time reporting and information gathering including photo evidence and location information.
•What is your level of commitment?
Creating a Mobile Strategy
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Creating a Mobile Strategy
Questions?
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Developing a Mobile Plan
•Define your objectives
•Understand your audience
•Define the strategy
Creating a Mobile Strategy
![Page 86: Creating a Mobile Strategy Kelly McIvor @kjmcivor October 18, 2011 Mobile marketing is no longer something companies need to try – it's something they](https://reader036.vdocuments.us/reader036/viewer/2022070306/5519d65f5503468b0c8b49b5/html5/thumbnails/86.jpg)
Developing a Mobile Plan
•Define your objectives
•Understand your audience
•Define the strategy
•Choose the mobile media
Creating a Mobile Strategy
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Choose the mobile media
•Based on your audience
Creating a Mobile Strategy
SMS
Mobile Web
Application
QR Code
![Page 88: Creating a Mobile Strategy Kelly McIvor @kjmcivor October 18, 2011 Mobile marketing is no longer something companies need to try – it's something they](https://reader036.vdocuments.us/reader036/viewer/2022070306/5519d65f5503468b0c8b49b5/html5/thumbnails/88.jpg)
Choose the mobile media
•Based on your audience
•Short-term vs. Long-term
Creating a Mobile Strategy
SMS
Mobile Web
Application
QR Code
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Choose the mobile media
•Based on your audience
•Short-term vs. Long-term
•Device and platform features required
Creating a Mobile Strategy
SMS
Mobile Web
Application
QR Code
![Page 90: Creating a Mobile Strategy Kelly McIvor @kjmcivor October 18, 2011 Mobile marketing is no longer something companies need to try – it's something they](https://reader036.vdocuments.us/reader036/viewer/2022070306/5519d65f5503468b0c8b49b5/html5/thumbnails/90.jpg)
Choose the mobile media
•Based on your audience
•Short-term vs. Long-term
•Device and platform features required
•Mobile discovery vs. content
Creating a Mobile Strategy
SMS
Mobile Web
Application
QR Code
![Page 91: Creating a Mobile Strategy Kelly McIvor @kjmcivor October 18, 2011 Mobile marketing is no longer something companies need to try – it's something they](https://reader036.vdocuments.us/reader036/viewer/2022070306/5519d65f5503468b0c8b49b5/html5/thumbnails/91.jpg)
Choose the mobile media
•Based on your audience
•Short-term vs. Long-term
•Device and platform features required
•Mobile discovery vs. content
Creating a Mobile Strategy
SMS
Mobile Web
Application
QR Code
GoodPuppy example: Phase 1: allow mobile user to upload a picture Phase 2: create an application that allows picture/movie-taking
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Working exampleGoodPuppy.org
Mission: Eliminate cruelty to domestic pets through identification, protection and education. Objectives: Rescue 5 additional pets per week.Audience: current: 35-50yr old pet owners, urban, tech-savvyStrategy: Allow real-time reporting and information gathering including photo evidence and location information.Media: Phase 1: allow mobile user to upload a picture using MMS Phase 2: create an iPhone/Android application that allows picture/movie-taking
Creating a Mobile Strategy
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Creating a Mobile Strategy
Questions?
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Integration
• Mobile should be a part of a larger strategy
Creating a Mobile Strategy
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Integration
• Mobile should be a part of a larger strategy• Strong Call-to-Action
Creating a Mobile Strategy
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Integration
• Mobile should be a part of a larger strategy• Strong Call-to-Action• Compelling and valuable
Creating a Mobile Strategy
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Integration
• Mobile should be a part of a larger strategy• Strong Call-to-Action• Compelling and valuable
Potential integration points•Website
Creating a Mobile Strategy
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Integration
• Mobile should be a part of a larger strategy• Strong Call-to-Action• Compelling and valuable
Potential integration points•Website•Printed material
Creating a Mobile Strategy
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Integration
• Mobile should be a part of a larger strategy• Strong Call-to-Action• Compelling and valuable
Potential integration points•Website•Printed material•Social networks
Creating a Mobile Strategy
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Integration
• Mobile should be a part of a larger strategy• Strong Call-to-Action• Compelling and valuable
Potential integration points•Website•Printed material•Social networks•Email newsletter
Creating a Mobile Strategy
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Selecting a vendor
•Strategy Development/Consulting
Creating a Mobile Strategy
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Selecting a vendor
•Strategy Development/Consulting
•Media Specialists (e.g. apps, SMS, Web)
Creating a Mobile Strategy
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Selecting a vendor
•Strategy Development/Consulting
•Media Specialists (e.g. apps, SMS, Web)
•Development shops
Creating a Mobile Strategy
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Selecting a vendor
•Strategy Development/Consulting
•Media Specialists (e.g. apps, SMS, Web)
•Development shops
Look for:•depth of expertise (how long in mobile)
Creating a Mobile Strategy
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Selecting a vendor
•Strategy Development/Consulting
•Media Specialists (e.g. apps, SMS, Web)
•Development shops
Look for:•depth of expertise (how long in mobile)
•breadth of knowledge (which aspects of mobile)
Creating a Mobile Strategy
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Selecting a vendor
Self-Service Platforms
•Support the needed features?
•Who will operate/use the platform?
•What skills are required?
Creating a Mobile Strategy
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Conclusion
•Define your objectives
Creating a Mobile Strategy
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Conclusion
•Define your objectives
•Understand your audience
Creating a Mobile Strategy
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Conclusion
•Define your objectives
•Understand your audience
•Define the strategy
Creating a Mobile Strategy
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Conclusion
•Define your objectives
•Understand your audience
•Define the strategy
•Choose the mobile media
Creating a Mobile Strategy
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Conclusion
•Define your objectives
•Understand your audience
•Define the strategy
•Choose the mobile media
•Integrate with other efforts
Creating a Mobile Strategy
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The next workshop
•Mobile Use in the Non-Profit Sector•Mobile Fundraising•Mobile Advocacy•Mobile Marketing and Advertising
October 25, 2011
Creating a Mobile Strategy
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Appendix A: The Mobile User-Story
Target.com vs. m.target.com
“...the mobile use case is about either urgent need-to-know or impulsive want-to-have data.”
- Steve Smith, Media Post: Mobile Insider
Creating a Mobile Strategy