Intro to mobile technology

Phone: (248) 470-3257Email: [email protected]: twitter.com/StrategicGrowth

Introduction to Mobile Technology

Using Mobile Technologyto Grow Your Firm’s Revenue

& Assist Your Clients

Sponsored by:

Introduction to Mobile Technology 2011 1



Today’s Presenter: Linda Daichendt


CEO, Strategic Growth ConceptsA marketing / management consulting firm

Founder, Mobile Technology Association of Michigan (MTAM)A Michigan-based trade association for the mobile industry

Co-founder Mobile Monday MichiganA networking organization for those interested in Mobile Technology

Co-host, ‘The Mobile Marketing Review’A podcast series about the international Mobile Marketing industry



Mobile Technology Overview

How can it be utilized in your business to increase productivity and

profitability?




Business Uses of Mobile Technology

• Marketing / Advertising; mobile coupons, loyalty cards, redemption vouchers, discount offers, product videos / photos / audio, surveys, contests– (SMS, MMS, QR codes, mobile web, mobile apps, GPS, Bluetooth, voice messaging)

• Customer service; helpdesk, order processing – direct communication– (SMS, mobile web, voice messaging)

• Inventory management – (QR codes, Bluetooth, mobile apps)

• Production– (GPS, Bluetooth, QR codes)

• Accounting; submitting expenses, mileage, client orders, client payments (or clients’ customer payments), client reporting– (SMS, mobile web, mobile apps)

• Field sales; quotes, order processing, order deposit processing– (mobile apps, mobile web, Bluetooth, GPS)




Our Emphasis Today

Mobile Marketing




Importance of Mobile Marketing

Why is it important to include Mobile Marketing as part of the overall

marketing strategy?




Introduction to Mobile Technology 2011

Worldwide mobile vs. PC penetration

5.0 B vs. 1.1 B

Preferred Consumer Device of U.S. Internet Users by Generation

Mobile #1

Source: Accenture “Get Ready: Digital Lifestyle 3.0” Oct 2008, based on Dec 2007 survey

Mobile as the primary consumer device

Mobile Computer TV Other

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ABI Research, July 2010




2006 2007 2008

Average Number of Monthly Calls vs. Texts Among U.S. Subscribers1

1 = “The Short Code Marketing Opportunity”, Dec 2008, citing a Q2 2008 study, Nielsen Mobile

Texting is the #1 function used on cell phones; not voice calls

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Why Mobile is an Important Channel

• Studies Show:– Industry estimates indicate that by 2013 the U.S. will top 100% per

capita penetration of mobile phone use

– 84% of mobile phone users keep their mobile device within 10 feet of them at all times; therefore they are easily accessible

– Consumer use of the Internet via mobile phone has increased over 1200% in the last few years

– 97% of consumers read text messages within 15 minutes of receipt, and respond to them within 1 hour

– Average response rate to a mobile offer is between 12 – 15%; though many firms are seeing response rates exceeding 60%

– 38% said they had taken action based on mobile ads

– 30% said mobile ads had led them to share information

– 22% said mobile ads had influenced a purchase decision

Introduction to Mobile Technology 201110Nielsen Mobile, 2008; ABI Research,



More About Mobile’s Importance

• 1/3 of mobile searches are tied to local

• 27% of U.S. mobile web users have clicked on a mobile ad

• 53% of mobile users would share their location to receive relevant ads

• Mobile coupon redemption is 10X that of traditional coupons

• B2B mobile marketing to grow from $26 million in 2009 to $106 million in 2014

• By 2015, more than 50% of mobile users will participate in mobile banking

Introduction to Mobile Technology 2011 11Sitewire, June 21, 2010



Mobile Media Usage is Soaring

• 1 out of every 7 minutes of media consumption today (from traditional media) takes place via mobile devices

• 95% of the respondents said they used mobile media to fill downtime

• 82% said they use it at work, 81% use it while shopping, 80% use it at home, 65% use it while commuting to their jobs

• 77% of those polled in the research said they use TV and mobile at the same time to enhance the overall media-consumption experience

• 55% of mobile users follow brands across multiple media

• 56% said they have been driven to mobile from other media

• 42% said they have been driven from mobile to other media





U.S. Media Performance Q1 20091

Percentage Change vs. Prior Year’s Quarter

Radio TV Newspapers Yellow Pages Internet

Consumers (and advertisers) are leaving traditional media…

Why Is Mobile Important to the Marketing Mix?

131 = BIA/Kelsey 2009




And They’re Moving to Mobile!

US Residents

Do you, personally, have a cell phone?

Yes No

Total US Residents 93% 7%

Employed Residents 92% 8%

GenderMen 87% 13%

Women 86% 14%

AgeUnder 45 94% 6%

45 or older 82% 18%

Household Income< $50,000 82% 18%

> $50,000 95% 5%

Region

Northeast 89% 11%

Midwest 82% 18%

South 89% 11%

West 85% 15%

Marist Poll National Residents "N=1128 MOE +/- 3%". Totals may not add to 100 due to rounding.

NOTE:

Mobile market

penetration in Europe

is over 140% due to

ownership of multiple

devices; the U.S. is

moving in the same

direction.

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Boomers (44-62)

Mobile Activities by Generation

Source: Deloitte, State of the Media Democracy, Fourth Edition.

Gen X (27-43)

Gen Y (14-26)



The Consumer Viewpoint

What do consumers think about mobile, and how are they using it?





Consumers Interest Level in Mobile Advertising

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73%I’m interested in receiving coupons via SMS or MMS.

I don’t want this.13%Source: Yankee Group, “Mobile Commerce for the Holidays” Nov 17, 2009




What Consumers Think about Mobile Advertising

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The Growth of Mobile Coupons





How do you want to receive mobile coupons?

Source: Insight Express. Digital Consumer Portrait. Q2, 2010



What do U.S. Consumers Think About Mobile Marketing?




Consumer Thoughts on Specific Mobile Options




Mobile’s Impact

What effect has the growth of the mobile channel had on marketing

strategies and other media channels?





People look at every text message they get.

…and 97% do so within 15 minutes

Director of Research, Nielsen: 6X Higher

Than Email

7.2%

1.2%Email

Texting

Text Messages Have Exceptional ROI

25Nielsen Mobile, 2008



How Consumers Utilize Mobile

Introduction to Mobile Technology 2011 26Adobe Mobile Marketing Study 2010



SmartPhone vs. Feature Phone Affect on Mobile Media Use




Top 20 Mobile Content Categories Among Active Users




Use of Mobile Categories by Age


Adobe Mobile Experience Survey, October 2010



Use of Mobile Categories by Gender

Introduction to Mobile Technology 2011 30Adobe Mobile Experience Survey, October 2010



Types of Mobile Marketing Available

What are the options that companies can use to incorporate mobile into marketing strategies

for themselves and/or their clients?





A few of the better known names succeeding in mobile marketing

Use of mobile marketing is exploding among brand names

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Mobile sitesApplications

SMS

Powerful

#1From: 244326

WagsWiskrs:Get $10 Off Dog groom & fluffThru Fri only

STOP to Opt-outRichest

Experience

Ad

op

tio

n

Simple

Emerging as Mass Medium

The Most Common Mobile Options

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21% use 55% use 77% use

Source: Kelsey 2009; 54.5M Mobile Web Users in 2009



SMS Examples




MMS Examples




Mobile App Examples




Mobile Website Examples


View our mobile sites at:

http://GoMobileMichigan.org

http://m.StrategicGrowthConcepts.com

http://gomobilemichigan.org/

http://m.strategicgrowthconcepts.com/



QR Code Examples




Mobile Banner / Video Ads




Mobile Commerce




• Bluetooth (short-range [33 feet] wireless

technology) – Also known as “proximity marketing”– the localized wireless distribution of

advertising content associated with a particular place. In other words, if you have a cell phone in the proximity of a marketing broadcast, you would be able to receive the message or ad.

• Location-based Marketing – delivers multimedia directly to the user of

a mobile device dependent upon their location via GPS technology

• Voice / IVR (interactive voice response)

• Mobile SEO


Additional Types of Mobile Marketing

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Benefits of Mobile Marketing

• Immediacy

• Affordability

• Distribution

• Response Rate/Effectiveness

• Personal /Targeted

• Mobility/Reachability

• Interactivity

• Marketing Campaign Integration

• Quantifiable

• WOW Factor

• Viral Potential





Want to See a Mobile Marketing Demo?

Text the Keyword JOINNOW to 57711 and follow the instructions

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SMS (Texting) Campaign




QR Code / Mobile Website

To scan this QR code, you will

need a free QR reader, which

you can download from your

smart-phone’s app store.



Customized Mobile Solutions are Available, Including:

• Mobile websites

• Mobile applications

• Simple SMS systems that enable:– Auto responders– Push campaigns

• Complex SMS systems that enable:– Higher level of customer data retrieval– Double opt-in– Text2Win campaigns– Text2Survey programs– Loyalty programs

• QR codes (branded & non-branded)

• Business productivity services

• Mobile banner ads

• Managed mobile services

• And much, much more!





How We Can Help Your Firm Take

Advantage of Mobile Technology

As a Certified Mobile Solutions Provider, we can:

• Identify the appropriate Mobile Technology Services vendor(s) to provide the requested

services

• Negotiate services rates / terms with Mobile Technology Services vendors

• Upon approval of negotiated Mobile Technology Services rates / terms; set up accounts

with selected vendors.

• Facilitate customized mobile solutions; coordinate w/ internal IT staff

• Work with selected vendors to provide all necessary Mobile training to your staff

• For Mobile Marketing re-sell services, provide Mobile Strategy & Pricing consultation to aid

you in developing your Mobile Marketing service line

• Technical support as required; coordination with vendor should a technical issue occur that

cannot be resolved with our assistance

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QUESTIONS?

Contact us via the phone, email or Twitter info above to get started using Mobile!

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Intro to mobile technology

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