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(c) Liz H Kelly August 2014, UCLA Extension
New Media MarketingWeek 9: Mobile Marketing
Tuesday, August 19, 14
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Videos
Week 9 Topics
© 2014, Liz H Kelly (Proprietary and Con:idential)
Mobile Growth
Shopping Companion
Mobile Apps for Marketing
Mobile Trends
Case Studies
Guest Speaker
Wrap-up
Tuesday, August 19, 14
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Interactive Mktg Forecast
© 2014, Liz H Kelly (Proprietary and Con:idential)
Tuesday, August 19, 14
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Mobile Growth2005
No iPhone
No YouTube
No Twitter
Facebook was college-only social media site
Online ad revenue 12.5 billion
© 2014, Liz H Kelly (Proprietary and Con:idential)
2012
50% of users own smartphones
YouTube has 3 billion views/ day
Twitter has 400 million tweets/day
Facebook has 1 billion users
Online ad revenue $31 billion
Source: Adam Ostrow, Mashable (Nov 2, 2012)
Tuesday, August 19, 14
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Ultimate Shopping Companion
© 2014, Liz H Kelly (Proprietary and Con:idential)
79% of people use their smartphone to help them with shopping
95% use smartphones to find local information Location-Based Services)
yet 79% of businesses don’t have a mobile optimized site
Location-Based Services
Tuesday, August 19, 14
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Mobile Apps for MarketingCreate your own app using Mobile Roadie
Email marketing with MailChimp
Consider SMS Marketing with Mogreet Express
Create mobile coupons with FunMobility
© 2014, Liz H Kelly (Proprietary and Con:idential)
Let your customer find you with Yelp
Use Photo Apps to add messages (ex. Overgram)
Tuesday, August 19, 14
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Global Ad View
© 2014, Liz H Kelly (Proprietary and Con:idential)
80% of all internet traffic comes from outside the US
Some users in France have been using up to 3 GB/day
Watching TV shows on their mobile
Tuesday, August 19, 14
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Mobile Marketing Trends
© 2014, Liz H Kelly (Proprietary and Con:idential)
Increased Personalized and Customization
Location-Based Marketing
Narrowcasting
Multimedia & Rich Media Messaging
Even Shorter Content
Gamification of Mobile Ads
Source: CIO
Tuesday, August 19, 14
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Mobile Case Study 1
© 2014, Liz H Kelly (Proprietary and Con:idential)
Seattle Sun Tan
35 locations tanning salon on west coast
Mobile Marketing
Sent out discounts and coupons via SMS
4,750 customers opt-in
Generated $196,000 in sales
These customers spent 500% more
Tuesday, August 19, 14
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Mobile Case Study 2
© 2014, Liz H Kelly (Proprietary and Con:idential)
TAO Nightclubs
exclusive nightclub in Las Vegas
Mobile Marketing
Sent out exclusive SMS to 2000 customers on the day of events
Offer generated an 11% redemption rate
220 additional attendees
$1,770 in additional entrance fees
Purchased an average of 2 drinks, which was $400 in revenue
Tuesday, August 19, 14
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Mobile Case Study 3
© 2014, Liz H Kelly (Proprietary and Con:idential)
Gillette brand awareness
Mobile Marketing
Rich Media ads prompted users to start a race
Launched an interactive game asking users to shave F1 driver Bruno Senna using a car shaped razor
ads targeted males with disposable income
More than 20% of the users ended up playing the game more than once
Do not know impact on brand
Tuesday, August 19, 14
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Week 9 AssignmentsAssignment 1 Identify the "When" (Graded, 4 points)
Write the fifth of five Marketing Assignments: identify the "When" (Timeline and Schedule) of your Marketing Plan. Create a timeline by which you will roll out and manage your marketing campaign. This assignment represents a smaller piece of a larger whole: your final Marketing Plan (MP) which is due at the end of class.
Assignment 2 - Prepare 10 Slide PPT (not graded this week)
Prepare your 10 slide PPT for class presentations on Aug 27 and Sept 3We will pick names out of a hat so please be prepared on Aug 27 to present
For your Final Project:Marketing Plan PPT is worth 15 pointsMarketing Plan in Word is worth 15 points
© 2014, Liz H Kelly (Proprietary and Con:idential)
Tuesday, August 19, 14
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Grading
Below is our grading grid for assignments:
© 2014, Liz H Kelly (Proprietary and Con:idential)
Tuesday, August 19, 14
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CEO/Founder Liz H Kelly has built advertising campaigns and recognition programs for Fox Interactive Media/MySpace, Paramount Pictures, and the first Sprint PCS. She is on the Advisory Board for Net Impact LA and Global Girl Media & regularly speaks on panels, ie Digital Hollywood, Social Media Week LA.
About & Contact
Liz H Kelly, Goody PR & Goody Awards* Founder
Google Voice: 310-987-7207
*part of Sunrise Road Media Inc
© 2014, Liz H Kelly (Proprietary and Con:idential)
Tuesday, August 19, 14
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