making ideas move
DESCRIPTION
Presentation given to the Ohio Travel Associtaion members on 4/26/10 and 5/7/10. Previous Presentations: Dec 2009 - http://www.slideshare.net/secret/E6KhMU996hVrml Nov 2009 - http://www.slideshare.net/secret/3x3vaLykd8tGdS Feb 2010 - http://www.slideshare.net/secret/hJIuruQ4qKTB6LTRANSCRIPT
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Making IdeasMove
Making IdeasMove
Presented by Scott Chapin
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About Circle44 Mobile
• Mobile unit of Cleveland-based interactive agency DigiKnow
• Focus on:–Mobile-friendly websites– iPhone and Android apps–Mobile promotion
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Our Work
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WHAT IS MOBILE MARKETING?
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Mobile Marketing in the News
Apple announces iAd mobile advertising network
Can Windows Phone 7 keep Microsoft in the game?
Haiti donations via SMS exceed $40 million
iPhone reaches 185,000 apps, Android hits 38,000
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Mobile Marketing is…marketing and communications to customers or constituents on portable devices wherever they may be.
Mobile marketing is not about what…it’s about where.
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US Snapshot
• 285 million cell phone subscribers
• 150 billion text messages (SMS) per month
• Smartphone usage is over 25%
• 19% of Americans said they accessed the internet on their mobile phone yesterday
CTIAeMarketerPew Internet
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What is Mobile Marketing?
• Mobile Web
• Mobile Applications
• Text Messaging / SMS
• Mobile Advertising
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TODAY’S MOBILE MARKET
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Mobile Internet
Accessed Ever
Accessed Yesterday
0% 5% 10% 15% 20% 25% 30% 35%
24%
11%
32%
19%
20092007
% of all adults
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Mobile Internet – By Race
Have ever gone online with a handheld
On a typical day go online with a handheld
2009
2007
35%
17%
33%
21%
20%
12%
White Hispanic Black
2009
2007
35%
17%
33%
21%
20%
12%
White Hispanic Black
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Mobile Internet Projected Growth
2013
2012
2011
2010
2009
2008
134.3
122.1
106.2
89.2
73.7
59.57
US Mobile Internet Users and Penetration, 2008–2013(millions and % of mobile phone subscribers)
(22.0%)
(26.3%)
(30.6%)
(35.6%)
(40.2%)
(43.5%)
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Smartphone vs. Feature Phone
3/1/2008 9/1/2008 3/1/2009 9/1/2009 3/1/2010 9/1/2010 3/1/20110%
20%
40%
60%
80%
100%
10% 13%14% 16% 17% 19% 21%
24%27% 31%
35%
40%45%
49%
90% 87%86% 84% 83% 81%
79%76%
73%69%
65%60%
55%
51%
SmartphoneFeature Phone
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US Smartphone Market
RIM, 42.10
%(+1.3
%)
Apple, 25.40
%(-
0.1%)
Microsoft,
15.10%(-4.0%)
Google, 9.00%
(+5.2%)
Palm, 5.40%(-1.8%)
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MOBILE WEBSITES
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Keep It Simple
Successful mobile websites are simple and focused
• Limit content to mobile-focused information
• Be mindful of scrolling• Include non-Flash alternative content• Consider platform specific integration
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Start Small and Grow
1. Provide alternatives to non-mobile content
2. Create a mobile-friendly “view” for the site– Simplified Navigation– On-the-go content
3. Platform Specific Presentation– Pages/Template Designs– Video/multimedia
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Banking
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‹#›
Sports
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‹#›
Travel
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Cedar PointExample of multi-platform mobile websites
Standard Mobile PhoneiPhone
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Case Study: DigiKnow
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Mobile Survey
Any mobile-friendly site
company.com redirect
mobile.company.com
m.company.com
company.com/mobile
company.mobi
0% 10% 20% 30% 40% 50%
38%
24%
11%
20%
16%
9%
Top US Brand Websites
Any mobile-friendly site
company.com redirect
mobile.company.com
m.company.com
company.com/mobile
company.mobi
0% 20% 40% 60% 80% 100%
87%
70%
39%
17%
26%
48%
National Travel Sites
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MOBILE APPLICATIONS
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Many Platforms, Many Rules
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US Smartphone Breakdown
Operating System
OS Versions
Handset Manufacturer Handsets US Carrier
Google Android
1.5, 1.6, 2.0, 2.1
Samsung, HTC, etc.
Hero, G1, MyTouch, Droid, Eris, Magic, MotoCLIQ, etc.
Sprint, Verizon, T-Mobile
iPhone 3.1 Apple iPhone 3G, iPhone 3GS AT&T
Windows Mobile
6.0, 6.5Samsung, HTC, etc.
Pure, Tilt, Intrepid, Dash, etc.
Sprint, Verizon, T-Mobile, AT&T
Blackberry 4.7, 5.0Research in Motion (RIM)
Curve, Bold, Storm, Tour, Pearl, World
Sprint, Verizon, T-Mobile, AT&T
WebOS 1.4 Palm Pre, Pixi Sprint
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News & Information
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Sports
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Music
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Social Networking
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Social Check-in
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Travel
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Branded Utility Apps
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Case Study: Nestlé
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TEXT MESSAGING
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SMS Overview
Short Codes enable direct response and two-way communication• Codes can be shared or unique
company ID’s• Short code aggregators handle all
phone carrier connections• Campaign response rates have been
seen up to 30%
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My Coke Rewards
MyCokeRewards: Get ready for this. Drink Diet Coke & earn Bonus Pts when u enter ur codes 4/26 thru 5/2. Go to mcr.com on 4/26 for details. Reply HELP for help.
MyCokeRewards: Try the new twin pack 50oz of Coke & enter 4 a chance 2 instantly win Coke 4 a yr @mcr.com. 3pt2enter No pur nec. Ends 5/20. Reply HELP for help.
(Sample Text Message)
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Other SMS Campaigns
IKEA Mobile Members-don't miss your chance 2 win April's $500 gift card from IKEA Mobile. Reply WINNER to this msg to enter the drawing! Only @ IKEA Seattle.
Redbox free MONDAY rental. CHECK OUT WITH COUPON CODE XXXXXXXX. Expires at midnight CST, 5/1/09. Fwd to friends. Call 866.733.2693 for help.
Arby's: More Mmm 4 ur money! Everyday Value Menu starting at jst $1. Jr RB, Jr Chkn, Jr Ham, Valu Fries, Valu Shake & more! Prtcp8ng stores, rply STOP to optout
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MOBILE ADVERTISING
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Advertising Formats
• Banner Ads
• Pre-roll Video
• App Sponsorship
• Interactive Video
• Mobile Search
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Mobile Ad Networks
Acquired by Google
Acquired by Apple
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Banner Ads
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Interactive Ads
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Mobile Search
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OTHER CONSIDERATIONS
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Print to Mobile
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Print to Mobile
Universal QR Code
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Podcasting
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Podcasting
Heard of Podcasting
32% 34% 36% 38% 40% 42% 44%
37%
43%
20092008
Listen to Podcasts
0% 5% 10% 15% 20% 25%
11%
13%
18%
22%2009200820072006
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Mobile Email
• Mobile email is not 100% HTML compatible
• iPhone is best, Blackberry is improving
• Frequent testing is a best practice
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Mobile Email
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Measurement
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Questions?
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For more information about mobile marketing, please contact:
Scott ChapinMobile Strategist