Mobile March Presentation

March 16, 2012

© OLSON 2012

C O N N E C T I O N I S A L L T H AT C O U N T S ®

8 Elements of a Mobile Strategy

• how will people know we are mobile?Awareness

• how will they respond to that message?Access

• where will we direct them?Platform

• what will they see when they get there?Content

• how will we get them to agree to ongoing communication?Enrollment

• what will we say to them once they do?Communication

• how can we make our message shareable?Amplification

• how does all of this drive our business?Transaction

2

CALL TO ACTION

ENGAGEMENT

RELATIONSHIP MANAGEMENT

VALUE GENERATION

C O N N E C T I O N I S A L L T H AT C O U N T S ®

Awareness Drivers

3

Bought Media

Owned Media

Earned Media

Traditional Mobile

Traditional Advertising

TV, RadioPrint, OOH

Online

Mobile AdvertisingMobile Display

Mobile Web SEMMobile App Store SEM

Marketing AssetsOn Product

Point of SaleSponsorship

Web Properties

Mobile PropertiesMobile Websites

Mobile Applications

CRMEmail Database

Social Media

Mobile CRMMobile SMS Alerts

App Push Notifications

C O N N E C T I O N I S A L L T H AT C O U N T S ®

Access Methods

4

• carrier compliance• real estate for call to

action

• feature phone access• non-optimized sites

• relatively low adoption• requires application

• awareness• requires application

• very low device penetration

• simple• widest handset

penetration

• best user experience if redirect and optimized site are in place

• visually engaging• ability to deep link or

embed data

• uses existing imagery (ie no additional packaging)

• easy, intuitive

SMSText KEYWORD to

12345…

URLVisit example.com…

QR CODEScan this bar code…

IMAGE RECOGNITIONScan this logo or

image…

NEAR FIELD COMMUNICATION

Tap here…

pros cons

C O N N E C T I O N I S A L L T H AT C O U N T S ®

Platform Considerations

5

• Carrier Integration (Short Codes)• Messaging Formats (SMS, MMS)• CRM Integration

Mobile Messaging

• Mobile vs Tablet• Device Optimization• CMS Integration

Mobile Web

• Device Platform (Apple, Android, RIM, etc)• OS VersionsMobile Apps

C O N N E C T I O N I S A L L T H AT C O U N T S ®

Mobile Content Strategy Evolution

6

Mobile

Device

Mobile User

Mobile Optimization

Formatting existing content and communications for the mobile

handset

(shorter messages and smaller screens, simpler navigation, no flash)

Mobile Integration

Creating user experiences that leverage other capabilities on the

handset

(Phone Dialer, Maps, Contacts, Camera, Accelerometer, Push Notifications)

Mobile Context

Making the actual messaging dynamic based on time and place

(eg location-based services, geo fencing, augmented reality, weather

triggers)

Mobile Relevance

Changing the content approach to suit the “user-on-the-go”

(more store finders and product information, less brochures)

C O N N E C T I O N I S A L L T H AT C O U N T S ®

Enrollment and Communication

7

Enrollment

Promotional

Informational

Transactional

Communication

SMS

MMS

Push Notifications

Personalization

Relevance

Permission Management

C O N N E C T I O N I S A L L T H AT C O U N T S ®

Mobile Role in Amplification

8

Making Mobile Social Making Social Mobile

Generating sharable mobile content

(check ins, in venue experiences) Mobile interfaces(eg Facebook apps)

Offering sharing functionality

Dynamic location integration(eg who is nearby)

Leveraging contacts as a social network

C O N N E C T I O N I S A L L T H AT C O U N T S ®

Mobile Role in Transaction

9

POS Payment

Mobile Payment

Physical Goods Digital Goods

Mobile Shopping AssistantDrive to retail

Service and information in storeMitigating the “showroom” problem

Mobile LoyaltyDrive return visitsReward and incent

Mobile Shopping Environment

Advertising as storefront (eg Tesco)

Mobile CommerceContentTicketsApps

Donations

Mobile POSPhone as payment processing device

(eg Square, Paypal)

Thank You!

Mike BrownVP Business Development, Mobilembrown@olson.comtwitter @michaelkbrownlinkedin.com/in/anothermikebrown