Mobile Marketing to Your target Audience
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MARKETING TO YOUR MOBILE AUDIENCE Marcus Turner, Atomic Axis Lauren Davis, Alkali Marketing
description
With more and more people using smart phones, the concept of Mobile Marketing is becoming widely adopted around the world!
Transcript of Mobile Marketing to Your target Audience
MARKETING TO YOUR MOBILE AUDIENCEMarcus Turner, Atomic Axis
Lauren Davis, Alkali Marketing
LEARNING OBJECTIVES
• Why Mobile?
• Leveraging Devices
• Trends in Mobile Marketing• Examples of Effective Mobile
Marketing• How to Start/Evolve with Mobile
WHY MOBILE?
There are 7 billion people on Earth. 5.1 billion own a cell phone. 4.2 billion own a toothbrush.
91% of all smart phone users have their phone within arm’s reach 24/7.
70% of all mobile searches result in action within 1 hour. 70% of online searches result in action in one month.
WHY MOBILE: STATISTICS
Any activity that enables a company to communicate and actively engage with its customers via a mobile device.
-m3mobile360.com
WHY MOBILE: WHAT IS MOBILE MARKETING?
Use of mobile technology for promotional purposes. A way for companies to connect with customers—anytime and anyplace. The concept is a fairly new form of permission marketing.
-stevetoms.net
An extension of online marketing that focuses on consumers viewing ads or websites from their mobile phones.
-localsplash.com
WHY MOBILE: MISCONCEPTIONS ABOUT MOBILE MARKETING
Viewing a regular website from a mobile
device
Using the latest technology is
necessary
Mobile marketing is only SMS
Laptops count too
Mobile marketing is too costly
It’s just B to C
Not bus/taxi advertisingNot banners on airplanes
LEVERAGING DEVICES
INFULENCERS
Identify capabilities of target market’s mobile devices
Leverage to your advantage In-device cameras, GPS (especially location
awareness), etc. Choose marketing techniques around
device capabilities
LEVERAGING DEVICES : BE AWARE OF DEVICE CAPABILITIES
LEVERAGING DEVICES : TURN INFLUENCERS INTO ADVOCATES
TRENDS IN MOBILE MARKETING
TRENDS: VARIETY OF METHODS TO UTILIZE
Shock and Awe
Social Targeting
SMS / MMS
WWW (URL’s)
Mobile Commerce
Location Based
Services
QR Codes
Mobile Visual Search
Audio
Context Aware Service
Augmented Reality
B2C & B2B
Porn Spam
TRENDS: SHOCK AND AWE MARKETING
Obtain information on products, landmarks, books
Scan barcodes: Ex. Sephora
Disruptive Technologies coming like Google Goggles
TRENDS: MOBILE VISUAL SEARCH
Audio can be used to further increase the user experience and interaction within a mobile application.
Ex. Shazam
TRENDS: AUDIO
Social Targeting: Scrape social conversations on Facebook, Twitter tied to location to target users; also target connections of current target.
Retargeting: Frequently displaying a company’s ads after a consumer has visited website.
TRENDS: SOCIAL TARGETING/ RETARGETING
Have a defined purpose
Create a call to action
Looks matter
Measure of success
Use social metrics
TRENDS: QR CODES
Instant Personalized Time sensitive Deliver coupons Measurable response rate
MMS: includes audio and video to further capture viewers
TRENDS: SMS/MMS
Focus on needs instead of solutions Avoid zoom Personalize the experience 30 seconds, make it count
Great Mobile Experiences (R. Hinman) Are uniquely mobile Are sympathetic to context Speak their power
TRENDS: WWW / URL’S
Mobile devices can give
location and path
More specialize
d targeting
TRENDS: LOCATION BASED SERVICES
Gain more sales through mobile Mobile commerce/payment is not yet
mainstream but is gaining popularity
TRENDS: MOBILE COMMERCE/MOBILE PAYMENT
Interests
Intentions
History
Environment
Connections
Activities
Information on:
TRENDS: CONTEXT AWARE SERVICE
Can combine several capabilities of mobile device
Can view digital information that’s superimposed on the physical world around you
Ex. Layar Put digital layers over the real world
around you
TRENDS: AUGMENTED REALITY
Commercialization of IT
Mobile driving personalization
Based on the individual
TRENDS: IT’S NOT JUST B2C, BUT B2B AS WELL.
EXAMPLES OF EFFECTIVE MOBILE MARKETING
Used: Location based services, visual search, QR codes, SMS
Purpose: Engage customers while in store, increase customer product and promotion knowledge
Results: Co-op gains new insights on customers by measuring customer engagement
EXAMPLES : UNIVERSITY OF TEXAS CO-OP
Used: MMS Purpose: Personalized video
messages to increase sale of winter tires to current customers
Results: 30% conversion rate
EXAMPLES : BMW
Used: QR Codes & Augmented Reality Purpose: Promote campaign of
computer generated pop star icon, promote Toyota Corolla
Results: Week-over-week traffic increased 167%
EXAMPLES : TOYOTA
Used: SMS Purpose: Release mobile coupon for
coffee Results:
21% increase of in-store traffic 35% of participants surveyed said they
were more likely to buy coffee from Dunkin Donuts
17% shared the text with a friend
EXAMPLES : DUNKIN DONUTS
Used: SMS Purpose: Instantly redeem codes on
packaging for prizes Results: 25% response rate
EXAMPLES : MCDONALD’S
Used: Mobile Commerce, Mobile Visual Search
Purpose: Create a mobile app that draws information from the website in real time; ability to scan barcodes
Results: Increased access for shoppers
EXAMPLES : AMAZON
HOW TO START/EVOLVE WITH MOBILE
Develop a Mobile Marketing Strategy
Align yourself with a Mobile partner
Embrace the power of Social Media
Use mobile analytics to your advantage
Research emerging technologies and trends
Become a Mobile Marketing GURU
EVOLVE WITH MOBILE
KEY TAKE-AWAYS
KEY TAKE AWAYS
• Mobile Marketing is here to stay
• Mobile Marketing is personal, intimate, direct and ACTIONABLE.
• Think mobile behavior, not mobile technology!
• Don’t get caught up in the “latest and greatest”
• Iterate & Have Fun!
•Mobile Marketing•Mobile App Development•Mobile Strategy•Mobile Web Design•Mobile Learning
www.AtomicAxis.com
1.866.200.6650
