david ip - mobile marketing 2012 - demystifying the hype

7/31/2019 David Ip - Mobile Marketing 2012 - Demystifying the Hype

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Quick Poll

Developers

UX & Designers

Brand Managers Agencies & Media

Buyers

VC & Angel

Investors Ninjas

Who's inthe

audience

today?


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Quick Poll

How long have you been working inmobile?

10+ Years5-10 Years

1-5 Years

< 1 Year

Looking to get into Mobile


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Agenda

MobileMarketing

Defined

The Hype

Cycle

The CustomerHourglass

Questions


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Blue Cross and Blue Shield of Illinois, Blue Cross and Blue Shield of New Mexico, Blue Cross and Blue Shield ofOklahoma, and Blue Cross and Blue Shield of Texas, Divisions of Health Care Service Corporation, a Mutual Legal Reserve Co mpany, an IndependentLicensee of the Blue Cross and Blue Shield Association

Mobile Marketing Defined


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Mobile Marketing Defined

[moh-buhl, mahr-ki-ting]

Marketing is NOT Operations

Creating a microsite vs. enabling m-Commerce.

Marketing is enhanced when operations is engaged.

Marketing is NOT the same as Advertising

Advertising is a subset of Marketing.

4Ps of Marketing

Product, Price, Place &

Promotion

Advertising, Sponsorships, Public Relations, Sales Promotion(Couponing), Personal Selling, Direct Marketing, Internet

Marketing

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And Now, the Hype


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What Ive heard over the years

In 1999We need to build a website In 2006We must have a text messaging

shortcode

In 2007Build me a mobile web page In 2010My brand needs an iPhone App ASAP

In 2011Where are our QR code campaigns?

NowShould we build HTML5, Augmented Reality,Tablet apps or NFC?

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Source: http://mashable.com/2010/04/13/mobile-web-stats/

Why all the hype?


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The Gartner Hype Cycle

http://www.gartner.com/technology/research/methodologies/hype-cycle


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Example:

QR Codes in the Hype Cycle

http://2d-code.co.uk/qr-code-hype


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The Customer HourglassAs explained by Jeremiah Owyang from Web-strategist.com


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The Funnel is Dead-Jen Evans from Marketing Profs

http://www.marketingprofs.com/articles/2011/5707/the-funnel-is-dead-long-live-the-measurable-customer-narrative


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The Customer Hourglass

Hyping Awareness via Mobile


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Snow Report users viewweather and snow

updates, as well as tweetsfrom and about their

favorite resorts.

Awareness - North Face utility app Snow Report

(and Trailhead) reach its target demographics


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Location data provides context

When earned advocacy (the last phase) is done well,it fuels awareness

Expect paid media to fuel this first phase

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Awareness

Key Takeaways


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Developing Consideration with Mobile


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With Tiffanys app, userscan browse rings, learn

about settings, savefavorites, and determine

a ring size.

Consideration - Browse engagement rings and save

favorites in Tiffanys app


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Repurpose your product inventory information andapply onto the real world

Allow consumers to opt-in to receiving informationon deals readily

Yet dont over-invest in Machine Language like QRcodes as new technology will provide instant

context using mobile and social data

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Consideration

Key Takeaways


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Driving Intent with Mobile


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Intent - Target shoppers create wedding and baby

shower registry lists


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Reduce friction and allow purchasing to happen fromsimple clicks

While still emerging, social commerce will fuelincrease in sales for mobile commerce by populating

shopping lists based on social and location data

Expect next-generation applications to pre-populatethese lists based on historical and social data

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Intent

Key Takeaways


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Enabling Purchase via Mobile


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In addition, over 1 millioncustomers have subscribed to

Walgreens prescription text alerts.

Purchase

Refill prescriptions with Walgreens scan app


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Remember, point of purchase is no longer limited toa physical location

Nor is it limited to the time of purchasepre payingexists now, and expect a form of post-paying to

someday emerge

Expect gamification and cashing in of social capital tostreamline sales

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Purchase

Key Takeaways


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Enabling Mobile Support


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The app allows flyers tocheck-in, use e-

boarding passes,

receive text alerts,rebook and cancel

flights, and share flightdetails with

family/friends.

Support

Delta flyers board with e-boarding passes


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Reduce support costs by giving information toconsumers on hand

Use a tiered approach:

Load up most frequented asked questions first

Then follow up by providing the ability for them toconduct peer to peer support

Finally provide them with direct-to-company support

when these avenues have quickly been exhausted

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Support

Key Takeaways


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Enhancing Loyalty with Mobile


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Loyalty - Starbucks partners with Foursquare to

offer barista badges and drink discounts to Mayors


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Loyalty programs of the past are based on long termcommitment and total potential spending value

In the future, factor in social influence, as well asability to share with others into your loyalty

programs by recognizing then to their peers

The natural outgrowth of loyalty programs involvessocial gaming, where increased spend and social

capital are factored in

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Loyalty

Key Takeaways


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Driving Awareness through Advocacy


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Tasti D-Lite customers earnTastiRewards every time they

make a purchase using a

rewards card that can

automatically trigger updates

to Facebook, Twitter, or

Foursquare accounts.

Tasti D-Lite rewards brand advocates with points

that translate into free products


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Advocacy is the holy grail of marketing, this is thelowest cost-yet highest trusted form of marketing.

When done correctly, this fuels the top of themarketing funnel, growing the program over and

over.

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Advocacy

Key Takeaways


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Summary

holy grail of marketing

long term commitment

Reduce support costs


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Blue Cross and Blue Shield of Illinois, Blue Cross and Blue Shield of New Mexico, Blue Cross and Blue Shield of

Oklahoma and Blue Cross and Blue Shield of Texas Divisions of Health Care Service Corporation a Mutual Legal Reserve Co mpany an Independent

Questions?

@DavidShuIp

http://BrandMobileMarketing.BlogSpot.com

david ip - mobile marketing 2012 - demystifying the hype

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