© 2011 Catalyst

Mobile Marketing: What You Need to Know Now

Dan BecaDirector of Solutions Design

Damir Saracevic, Director of Digital Marketing

January 19, 2011

What is mobile marketing?

How do we use mobile effectively?

What does the future hold?

What is Mobile Marketing?

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Wikipedia

Mobile marketing is broadly defined as “the use of the mobile medium as a means of marketing communication “or “distribution of any kind of promotional or advertising messages to customer through wireless networks”

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Smart Phones vs. Feature Phones

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What is Mobile MarketingMobile Web

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What is Mobile MarketingSMS

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What is Mobile Marketing?Codes, codes and more codes

WHAT IS THIS?

Text POLLRIT to 47201 to place your vote!

Results

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What is Mobile MarketingApps

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What is Mobile MarketingLocation Awareness

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Who are Mobile Users?Mobile Technographics Ladder (Forrester)

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How do we use mobile effectively?

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Mobile Services Should Offer Three Core Benefits To Drive Convenience

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Immediacy

We now have the ability to know when someone arrives or departs:

Walk into a store, get presented with a couponDriving near a location, get sent an offer

GPS is available in most mobile devices today—take advantage!!!

Don’t make people search for their location, find it for them

Timing & Location

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Simplicity

If you’re developing cross-channel marketing campaigns, make sure people can actually use them across channels:

Mobile ads should point to mobile web sitesEmail should be readable on mobile devicesPresent content to the user that’s applicable to their current environment:

Location-awareDevice-friendly

Make it Usable

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Context

Relevancy is huge with mobileGive users what they’re asking for:

LocationsDirectionsCouponsMedia, etc.

When they’re not asking for things, be smart

Be Relevant!

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Mobile is a Piece of the Pie

Don’t think of mobile marketing as a unique channel to be used on its own

Use mobile as a part of integrated campaigns:

Mobile + SocialMobile + Direct MailMobile + Print Advertisements

What does the future hold?

20

Geofencing

A geofence is a virtual perimeter for a geographic area

Examples of geofencing:iOS 5 reminder capabilities (remind me when I get somewhere or leave somewhere)AT&T ShopAlerts—messaging service in densely populated urban areas like New York and Los Angeles

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Near Field Communication (NFC)

NFC enables two devices to communicate over very short distances

Things it will replace:Credit cardsLoyalty cardsAirline ticketsKey fobsQR codes

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Tablets, Tablets, Tablets…

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Mobile Marketing Growing… Fast

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Marketers Must Wait On Critical Mass Technology Availability

To learn more about mobile marketing,

contact Damir Saracevic at

dsaracevic@catalystinc.com

or call 800.836.7720

Catalyst is a marketing agency that

partners insight with analytics to take

the guesswork out of marketing

decisions. We call it Science+Soul.

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Thanks!