mobile marketing - justin mastrangelo
DESCRIPTION
Justin Mastrangelo, owner of Pittsburgh-based JA Interactive, presented ways for communication professionals to tap into the SMS & Mobile Marketing trend.TRANSCRIPT
Mobile MarketingJustin MastrangeloPresident, JA Interactive
(insert overused stock photo here)
A Few Warnings/Disclaimers
• I get too excited and tend to “fire hose” information and statistics.
• Content in this presentation may be outdated by the time I get to the last slide.
Mobile Marketing
• Apps• Mobile Websites• Text Messaging (SMS)• …and more
Mobile Apps: The “Shizzle”?
Mobile Apps: The Good
• Best functionality available(GPS, camera, full touch screen)
• Completely customizable experience
• A good app can be a tremendous marketing and PR “hit”
Mobile Apps: The Platforms
• Android is now out-selling Blackberry AND iPhone
• Blackberry users are not heavy app users
• iPhone users are HEAVY app users, followed closely by Android
Mobile Apps: The Market
Mobile Apps: The Bad
• The average app costs $30k to develop(per platform)
• Only 25-30% of UShas a smartphone
How Does It Work?
• Build app (per platform)
• Make app available for download through each app market
• Promote app
Best Opportunities
• GPS, camera, simple games, touchscreen gestures
• iPhone and Android
• Give it away
• Can it sell something?
Pizza Hut
1 million+ download and $1 million+ sales (2009) …but $2 billion online in 2010
Charmin: Sit or Squat
400,000+ downloads, BlackBerry version as well
VW Polo Challenge
800,000+ downloads (Europe), top 10 in US
Johnson & Johnson: BlackBag
45,000+ downloads
Primanti Bros.
261 ratings in app store
SEOzio
Where to Start
• Research competitor apps
• Locate reputable app developer
• Plan promotion and initial users
Cost and ROI
• Cost to develop an effective app can be significant
• Analytics can be tricky, especially for iPhone (Flurry, Distimo, Motally)
• Don’t count on big numbers, benefit from branding and PR as well
DOs and DON’Ts
• DO take advantage of the phone’s functionality
• DON’T make an “app website”
• DO some promotion
• DON’T expect to sell it
• Questions or thoughts on apps?
Mobile Websites: Practical
iPhone Apps are to
As mobile websites are to
Mobile Websites: The Good
• Smartphones AND feature phones
• People maybe hitting the main site with their phones right now
• Mobile-friendly sites can win over consumers
Mobile Websites: The Bad
• Limited to browser-capable phones
• Managing content in two places
• Functionality is limited, compared to apps
• Attracting visitors not always easy
• Tracking can be tricky
How Does It Work?
• m.companysite.com or companysite.com/mobile
• A redirect is setup on the main site
• The mobile site is “bare-bones” and customized for this audience
Best Opportunities
• Your audience is mobile
• You have “on the go” information to deliver or product to sell
• Phones are already hitting your site
Southwest Airlines
1 million monthly visitors
Best Buy
Outback Steakhouse
Three Rivers Arts Festival
Where to Start
• Check current web stats for mobile traffic
• Decide what users want on mobile site
• Evaluate options for deployment and management (separate site, CMS plug-in, etc.)
• Can probably ignore WAP
Cost and ROI
• Cost to develop is typically much less than a full website
• Measure traffic with current web stats and specific tools (Bango, AdMob Analytics etc.)
• Collect leads or drive sales as you would with a full website
DOs and DON’Ts
• DO - keep it simple, lean, and useful
• DON’T try to duplicate the full website
• DO some promotion
• DON’T expect Google Analytics to tell you everything
• Questions or thoughts on mobile websites?
We LOVE Texting…too much?
Text Messaging: The Good
• Over 200 million wireless users have text messaging capability and over 130 million are actively using it
• Texting read rate is over 97%
• It’s quick, it’s easy, it’s cost-effective
Text Messaging: The Good
• Read rate = response rate = 10-15%
• 60-70% of people who regularly use text messaging are willing to communicate with companies via text
• It’s the “new email”
Text Messaging: The Bad
• 160 characters, including required stop message
• Functionality is limited
• Integration with other marketing is crucial
How Does It Work?
• User is encouraged to text in to the system - Giveaway, Coupon, Trivia, etc.
• Auto-response message is sent back
• Other information can be collected(zip, email)
How Does It Work?
• User is added to a database
• Messages are sent out to the database
• Nature of SMS makes spam difficult
Best Opportunities
• Last-minute information (entertainment, retail, etc.)
• Timely call-to-action – “do this now!”
• Pull information (traffic updates, tourism)
• Traditional Media (TV, radio, print, outdoor)
Chicago’s Shedd Aquarium
Chicago’s Shedd Aquarium
• SMS call-to-action generated 325% more contest entries
• SMS entries made up 52% of the total contest entries, despite only running in 25% of the ads
SMS vs. Web Entries
52%
16%
16%
16%
SMS (FOX)
URL (NBC)
URL (ABC)
URL (CBS)
Fantastic Sam’s
• Radio ad instructs listener’s to
“text STYLE to 77007 for a $3 off coupon”
• Small number of spots still collects several people per day
Capture More than Phone #
• Political – capture zip for targeting
• Non-profit – collect digital “signature”
• School – capture email
Where to Start
• Start small and be prepared to tweak
• Integrate with existing media or on-site
• Plan the harvesting/incentive, action, and future use of the database up front
• Segment subscribers when possible
Cost and ROI
• Minimal upfront fees and most likely starting around $100-200 per month
• Measure ROI with show-your-phone or promo codes online
• Database of subscribers becomes mobile marketing asset for future
DOs and DON’Ts
• DO provide significant value to subscribers
• DON’T treat the channel like email or Twitterbook
• DO plan how opt-ins will be harvested
• DON’T add anyone who hasn’t opted-in specifically for text messages
• Questions or thoughts on SMS?
Mobile Advertising
• Similar to online advertising
• Mobile ads can outperform web
• Ads appear inside apps or on mobile websites
• Extending Google AdWords campaign a good place to start
Mobile Advertising
Foursquare and Facebook Places
• Users check-in at locations and tell their friends
• Foursquare rewards “players” with titles like mayor
• Small number of users but offers unique mobile interaction and advertising possibilities
In Closing
• Consider the audience, goals, and interaction before the technology
• Do what makes sense for the industry
• Measure, adjust…rinse, repeat.
Questions?
Justin MastrangeloPresident, JA [email protected]