Mobile Marketing The New Digital Landscape July 18, 2012 Christy Belden, VP of Media + Marketing, Leapfrog Interactive

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Christy Belden

Vice President, Media + Marketing, LeapFrog Interactive

PPC, SEO, social media, email, mobile, traditional—she’s been there and done that. She continues to build a deep well of experience and is always in touch with the trends and strategies that provide a solid return on clients’ investments.

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• Experience: 12 years • The Courier-Journal • University of Louisville • Eastern Kentucky

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Mobile Marketing

Questions?

Conclusion

Successful Campaigns

Why You Need a Mobile Marketing Strategy

So? What Is All The Hype About?

What is Mobile Marketing?

What is Mobile Marketing?

Definition

Mobile Marketing

“Mobile Marketing is a set of practices that enables organizations to communicate and engage with their audience in an interactive and relevant manner through any mobile device or network.”

–mmaglobal.com

Mobile marketing can be as complicated as designing a mobile phone app for the iPhone or Android device platform or it can be as simple as “texting” special offers to a list of customers who have "opted into" receiving offers and other themed content.

Types of Mobile Marketing

QR Codes

- “Quick Response Codes”

-  Scanned using “reader” app

-  Can present the user with links to media or coupons

-  Used for call-to-action/special offer redemption.

-  Exist in real world like magazines, walls, banners or perhaps a TV commercial. -  Perfect to enhance an existing campaign and add a mobile element to the B2C interaction.

-  Smaller “banner ads” or “pop-ups”

- Similar to ads at the margins of websites

-  Targeted towards mobile optimized websites and apps.

-  These ads will only show on your mobile site/app/game.

Mobile Ads

Anatomy of Mobile Ads on Pandora Mobile

- Whole image is a link - Leads to McDonalds.com - “Cherry Berry Chiller” feature on site -  Coupons and availability

- User has option to “clear” the advertisement

- The ad collapses after initial launch in order to not interfere with app experience

-  Web-pages optimized for mobile devices.

-  Average mobile phone screen today isn’t much bigger than a credit card

- Allows for easy navigation and use on smart-phones.

-  More efficient interaction between the consumer and the business online and on the go.

Mobile Landing Pages

-  Ads designed for social media content

-  Live inside the various social media phone apps

-  Allow for highly targeted ad placement

-  In depth performance tracking for ROI analysis

-  Enormous exposure potential with 100’s of millions of users

Social Media Mobile Ads

-  Utilizes mobile GPS

-  Allows for ads to show only within a given location

-  Can be coupled with NFC (near field communication) and text based campaigns

-  Ideal for targeting the area in close vicinity to business

Location Targeting Ads

-  Downloadable interactive applications

-  Unlimited potential for creativity and innovation

-  Utilize, touch, voice and other physical feedback

-  Used to “immerse” customer into a “brand experience”

-  Can be used to deliver content like a service, info or entertainment

-  Extremely customizable; you can get an app to do anything!

Mobile Applications (Apps)

-  Texting based marketing/ad campaigns

-  Requires a database with customer phone numbers and/or names

-  Can be used for coupon, special offer or other call to action initiatives -  Relatively inexpensive and simple to implement

-  Very useful due to spread of “unlimited texting” plans

SMS Mobile Marketing

Mobile Paid Search

- New Enhanced Campaigns in Google AdWords now include mobile paid search by default

- Call Extensions in AdWords provide click-to-call and detailed call metrics for reporting - Now any phone number can be used at the Ad Group level for easier management on national accounts

-  Mobile landing pages are strongly recommended for best results

Source: http://www.marketingcharts.com/wp/direct/27-of-google-searches-estimated-to-be-mobile-in-q4-26361/attachment/rkg-mobile-share-of-search-engine-traffic-in-q4-2012-jan2013/

Mobile Organic Search

So? What’s all the hype about?

The Mobile Revolution

http://gomobilefl.com/number-smartphone-users-u-s-2010-2016-in-millions/

-Smart-phone proliferation accelerating due to costs of technology decreasing over time.

Key Factors to consider:

-In combination with the above factors, business today has the ability to reach the consumer anywhere and at anytime.

-Connectivity+Convenience offered by mobile devices allow for instantaneous research and purchase for various products and services.

-The relative ease of use in operating basic functions of mobile devices such as browsing.

Seriously, we do mean EVERYWHERE and ANYTIME…

http://adage.com/article/adagestat/56-mobile-users-admit-potty-talk-texting/149375/

The Power of Mobile Reach

http://www.digitaltrends.com/mobile/over-one-third-smartphone-owners-use-apps-before-getting-up/

Mobile Marketing Applications:

http://www.marketingcharts.com/wp/direct/b2c-mobile-tactics-favor-advertising-over-marketing-25013/

Why You Need a Mobile Strategy

“Network-equipment maker Cisco Systems Inc. estimated that global mobile data traffic rose 70% last year and projected a 13-fold increase between 2012 and 2017.”

-WSJ http://online.wsj.com/article/SB10001424127887323699704578326361049129122.html?mod=e2tw

Mobile couples the advantages of connectivity offered by the internet with the convenience of the cell phone:

-Result is instant and direct access to the masses. -Size of business and operations is arbitrary -All these trends are global in scope

http://stakeholders.ofcom.org.uk/market-data-research/market-data/communications-market-reports/cmr12/international/icmr-5.30

1) Technology is evolving towards an all-mobile environment (Google Glass) 2) Oracle, Verizon and other companies are spending billions in order to update their networks as we speak in order to facilitate growth in mobile data. 3) Simply put, it is where the customer is and what they want!

Galaxy S3 Blackberry 10 Huawei Ascend iPhone 5

http://www.smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobile-marketing-statistics/

From a marketers perspective it is not smart to ignore the current trends. Of all the worlds web traffic (100’s of millions of websites and trillions of bits of data) 10% occurs on mobile devices. Lesson? People are on their phones and online, a lot.

http://www.smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobile-marketing-statistics/

“(Mobile) App stores run by Apple and Google Inc. now offer more than 700,000 apps each. With so many apps to choose from, consumers are estimated to spend on average about two hours a day with apps. Global revenue from app stores is expected to rise 62% this year to $25 billion, according to Gartner Inc.”

-WSJ http://online.wsj.com/article/SB10001424127887323293704578334401534217878.html?mod=e2tw

Successful Campaigns

McDonald’s “Fish McBites” promotion

- Campaign lived exclusively within the mobile site of ESPN.com

-  The ads link to an interactive experience on McDonalds.com -  Short call to action “Fish McBites. Hurry, they won’t last long”

-  Offered a “fish sound-board” onsite as well as a downloadable “mouth-off” app

Burberry Interactive “Smart Personalization” campaign

-  Coordinated with fashion show broadcast

-  Chips embedded in clothing on the runway activate media content viewable on mobile devices

-  The chips link with mobile devices logged into Burberry.com

-  During pre-order a video plays showing the customers name being added to special nameplates inside products for customization -  In store, the same chips activate full size mirrors to broadcast the same content

-  Further content about specific craftsmanship is available once the product is delivered.

http://mashable.com/2013/02/17/burberry-rfid-chip/

Sephora Cross-Channel App

-  App was pushed through “free sample of make-up if you download the app” initiative

-  App allows for scanning of product bar codes to view reviews and other related content in-store

-  “Beauty Insider” campaign created accounts for customers that allowed for features such as cataloging previous purchases. Spawned a self sufficient customer community.

-  Short survey during sign-up collected valuable marketing data

Hooter’s SMS Super-Bowl Campaign

- Text “FOOTBALL” to enter for a chance to win a trip to the 2013 Super Bowl - Segmented customers for future football related promotions

-  Mobile database added 50,000 customers

What about Non-profits? Low Budgets? Fundraising?

- DonorPro offers affordable solutions to fund-raising campaigns using “text-to-donate” technology.

-  CouponSherpa and Yowza!! apps allow for location based coupon distribution.

-  FourSquare app lets users “check-in” to your business, share reviews and recommendations, directly broadcast to the public via social media.

-  iLoop Mobile manages coupon, quiz, sweepstake and other offer/content distribution.

Mobile campaigns can be expensive and large scale. But they don’t have to be!

Strategies

Mobile Marketing Checklist

After researching and identifying the target audience:

1)  What do you want the customer to do?

- Build Brand awareness -Drive website traffic

-Search -Drive sales

-Drive to store

2) Optimize your corporate site for Mobile access

- This is the most vital and basic element of a

mobile strategy.

3) Are you dealing with a new or established campaign/product/service?

- A new release generally requires a combination of mobile elements (social media, landing page, video

etc.) in order to raise awareness quickly.

4) What are you offering?

-This is important to consider as various products

and services have differing appeal aspects.

5) What devices and technology is the target audience using?

-Depending on the devices employed, the size,

scope and impact of your campaign will be affected.

Questions?