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Mobile Marketing: Everything You Need To Know


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Mobile presents a unique opportunity for marketers to reach consumers at the right place and time and add value through branded utility. There's a huge growth potential in Mobile in Asia and this presentation provides a good framework for developing your Mobile Marketing strategy

Mobile Marketing: Everything You Need To Know

  1. 1. MobileMarketing
  2. 2. The Mobile Phone is a Ubiquitous Device•  How many of you own a mobile? A smartphone?•  What consumers take with them when they are out: Keys, Wallet and Mobile Phone•  Technology has also turned the mobile phone into a convergence of devices -  From Music player, Wallet, Camera, Keys, GPS, Game Console to Search Engine, Video, Social Networking, Instant Messaging2
  3. 3. Smartphone: Convergence of Multiple Devices and Platforms “Always with you”3
  4. 4. Mobile has changed the way we live our lives•  Listening to music “My mobile is more important than my wallet”•  Capture the very moment•  Organizing our routine•  Searching for information•  Watching news•  Reading emails Indispensable Friend•  Finding locations Guardian Angel Social Enabler•  Socializing Essential Life Organizer Key to my world Connector
  5. 5. What is the Size of the Global Mobile Market? Microsoft Tag, 2011 Mobile Statistics5
  6. 6. Mobile Internet Usage is Growing:60 billion + monthly impressions, 1/3 from Asia Traffic Growth and Distribution by Region Feb ‘09 to Dec ‘106 Think Mobile with Google Report
  7. 7. By 2014, mobile Internet will take over desktop usage Microsoft Tag, 2011 Mobile Statistics7
  8. 8. Asia Pacific Leads the World in Mobile Subscriptions andUsage •  Over half of the world’s mobile subscribers are in Asia Pacific. Across the region mobile penetration is 68 percent. Mobile phones in the region outnumber landlines 5:1 •  China is the world’s largest mobile market, India is the world’s fastest growing and Japan and South Korea are the most sophisticated. Hong Kong and Singapore have more mobile handsets than people. •  Singapore (62%), Australia (37%) , Hong Kong (35%) and urban China (35%) has a higher smartphone penetration rate than the U.S (31%) •  Most consumers in Asia-Pacific find their smartphone more interesting than TV than those in the U.S Google/Ipsos study, 2011
  9. 9. Global Smartphone Penetration: Lead by Asia Google/Ipsos study, 20119
  10. 10. We’re Willing to Give Up Quite A Lot To Keep OurSmartphones % people willing to give up the following to keep their mobile phones The Mobile Movement Study, Google/Ipsos, April 2011
  11. 11. Smartphones aren’t just being used for those on the move,it’s a consumers always on companion The Mobile Movement Study, Google/Ipsos, April 2011
  12. 12. What do people do on their smartphones? Source: AppFire Jan 2011
  13. 13. Mobile Penetration: A Platform Fight Source: Gartner (April 2011)
  14. 14. iPhone and Android are leading the way…Source:  Canalys  es/mates,  @Canalys  2011  
  15. 15. App Usage is the highest for iPhone and Android platforms
  16. 16. The Mobile is Social•  More than 250 million Facebook and 100 million Twitter users on mobile.•  200 Million+ YouTube videos occur on mobile devices daily•  Mobile devices serve as part of identity•  Accessibility to social circles at all times•  Perpetually connected, constant companion•  Tool for information, entertainment, music & photos16
  17. 17. Mobile banking usage globally lead by Asia 2011 regional forecast to exceed 150M•  70% of Asian mobile users are aware of mobile-based banking•  62% of Asian people have tried mobile banking, compared to 45% globally.•  44% use their phone for banking at least once a month.•  More consumers will be using mobile banking than online banking by 2015. Source: KPMG, The Rise of the Mobile Converged Consumer, 201017 Chart: Juniper Research – Mobile Banking: Transactional Users 2011 Regional Forecast (%)
  18. 18. Mobile Marketing in Banking•  Critical to consumer engagement in banking: Increase customer “stickness”•  Costing savings and automation•  Convenience & personalization: 24/7 always on access to any information•  Everything must have intrinsic value to the customer: –  Less marketing fluff –  Utility will be a core component with other opportunities to engage –  Opportunity to discover content or information that is value to customers and then delivering it quickly and conveniently to their mobile device18
  19. 19. What’s Leading the Mobile Phenomenon?•  Ubiquitous Computing - Real time connectivity, 24x7, in the palm of your hand•  Lower costs - Device and data plan pricing has been falling•  Speed - Faster networks and devices•  Personal based on location, preferences and behavior•  Access to nearly everything, anywhere - “Stuff” in the cloud•  Explosion of apps that enhance the mobile user experience•  Measurable real-world activation - Driving foot traffic to physical stores•  Rewards / influence behavior in real time - At the right place, right time for the right people
  20. 20. Evolution of Mobile Marketing•  Text based SMS to the Mobile Web, Apps, Location based coupons20
  21. 21. What Mobile Marketing Entails21
  22. 22. Mobile Marketing Platforms Mobile Search SMS Marketing Mobile Advertising Mobile Social Marketing Mobile Applications Mobile Commerce22
  23. 23. Mobile Search•  A starting point for consumers on the go (60% of all Key Fact: activities on mobile devices are search-related) Google Mobile Search•  Targeted local queries with immediate needs (usually Volume is up 500% in past location driven) which can be called out in creatives 2 years•  Shorter queries mean greater demand for relevancy Goals:•  Give a straightforward answer with streamlined Sales, Drive to Venues, navigation and content for reduced browsing/loading Content Download, time Purchase Consideration•  Mobile website should be as optimized as web versions with dedicated landing pages Integration Points:•  Auto-detect browsers and devices can improve UX Applications, Mobile Shopping, Mobile Display and site ranking•  Balance between mobile paid search and SEO
  24. 24. Mobile Friendly or a Mobile Site? Traditional Website Mobile Site (viewed on a mobile) Navigation and content prove difficult to Mobile version will load automatically in use in a mobile browser if the mobile most mobile browser with streamlined browser defaults to the original website navigation and optimized content24
  25. 25. SMS Marketing•  Universal functionality; Available on every mobile Key Fact: phone and is the number one mobile activity Texting is twice as popular as mobile•  Low entry barrier (only copywriting); Content value to browsing or app usage be aligned to mobile behaviors: e.g. coupons code at POS or link to exclusive content Goals:•  Consumers can text a shortcode (e.g. 72346) to opt Deal alerts, event in for updates (alerts, deals) or engage (e.g. enter a reminders, CRM programs contest, request a call back)•  SMS contest entries are a cost effective way to build Integration Points: opt-in database In Store, OOH, TV, Radio•  Permission based only and choose the right time to blast, especially relevant for time sensitive offers/ content
  26. 26. Mobile Advertising: Display •  Any type of banner advertising taking place on Key Fact: mobile websites or within applications U.S mobile display ad •  Creative options range from classic display, rich- spending will top $1.2 billion by 2015 (ABI media, video, in-game, in-app Research) •  Post click experience on a smartphone is crucial Goals: •  Targeting options via Branding, Engagement, Content –  Geolocation, Carrier, Handset/OS, Download, Mobile Demographic, Contextual, Behavioral, Web Traffic Publisher-Created Integration Points: •  Buying mobile display Online Display, Apps, –  Guaranteed impressions (CPM), Clicks (CPC), Video Engagement (CPE), Downloads (CPD) –  Through Publishers or Ad networks
  27. 27. Mobile Advertising: Display with Click to Call
  28. 28. Mobile Social Marketing •  Mobile Extension of Online Social Networks Key Fact: –  Facebook, Twitter, Linkedin More than 250 million people access Facebook •  Location Based Check-in Services via mobile each month –  Foursquare, Facebook Places, SCVNGR, Goals: Sonar, Loopt, Brightkite, Foodspotting Branding, •  Social Gaming Engagement, Drive to Store –  Words with Friends, We Doodle •  Mobile Web Based Sharing Integration Points: –  Mobile optimized webpages with social Online social media, digital plugins to share content word of mouth, email, loyalty programs •  App Based Sharing –  Via Social API (e.g. Facebook connect)
  29. 29. Facebook Places: AMEX and DBS29
  30. 30. Mobile Applications •  3 ways to market via mobile apps Key Fact: –  Advertise through ad networks: e.g. AdMob, More than 5 billion apps inMobi, downloaded from iTunes –  Integrate by working with select app publishers Store and developers Goals: –  Build branded apps that incorporate utility, gaming, entertainment and content Engagement, Branding, Customer Retention •  Branded mobile apps require sufficient budget to build and promote (drive visibility) and an ongoing Integration Points: commitment to changes and updates Search, display, in-store, •  How marketers use branded apps digital word of mouth –  Kraft’s iFood Assistant, Tiffany & Co, Paypal Bump, Chase Remote Deposit Capture, Amex Social Currency
  31. 31. Apps on Demand: Shift towards a push button, on-demandculture with everything residing in the cloud There’s an app for everything and I can get it anytime, anywhere
  32. 32. Leveraging on existing mobile apps: Location providescontext, relevancy and engagement
  33. 33. Mobile App or Mobile Website? •  Build an app if you requires –  Rich, interactive graphics and user interface –  Usability without an Internet connection –  Use of native device capabilities (GPS, camera, address book or calendar) –  E.g. Games, utilities and barcode scanners •  Build a mobile website if you require: –  More frequent updates –  Shorter development times with no external approvals required –  Lower barrier to entry (no installation) –  Costs –  E.g. Show product information, comparison shopping, store or venue location
  34. 34. Mobile Applications: Building a Mobile App •  Define value proposition and determine target audience •  App or mobile website? –  If an app, what platform? iOS, Andriod, Symbian, Java, Blackberry?, •  Tracking and Price Point •  Integrating Advertising and plug in social networks •  Refine over time •  Consider Flash vs HTML5
  35. 35. Best Practices for Mobile Apps and WebsitesBest Practice Mobile Website or Mobile AppMobile devices have different screen sizes and resolutions; Bothcreate an interface that scales to fitQuick startup or load time BothSideload content as needed instead of all at once BothFor forms, use vertical scrolling instead of multi-page steps BothKeep copy and marketing messages succinct BothConvert large graphics, charts and graphs to list-based data for Botheasy viewingRefrain from using Flash as even platforms that support it do so Mobile WebsitepoorlyUse fewer images for faster loading Mobile WebsiteUse a subdomain rather than a .mobi top-level domain (such as Mobile instead of time for app store approval process Mobile appInclude support for native device features where appropriate Mobile app(such as GPS or camera)
  36. 36. ATM Finder with Augmented Reality36
  37. 37. AMEX x Foursquare: Social Currency App•  Built on the Foursquare platform and tightly integrated with a web experience,, which offers tips on saving and spending via a community experience•  “Losophomo” allows users to share their shopping experiences•  All checkins, along with associated purchases and wants are pushed directly to your foursquare account•  Exclusive Social Currency Foursquare badges•  Shows friends’ nearby purchases and wants in addition to tips and to-dos
  38. 38. The CommBank 3D Reader 38
  39. 39. Using Mobile to Change Consumer Behavior:The Westpac Impulse Saver•
  40. 40. Mobile Commerce & Shopping •  Consumers increasing shopping via mobile Key Fact: handsets although only a small number buy directly from mobile devices 44% of smartphone users have downloaded shopping apps •  Accelerated intersection of mobile, local, social and commerce is converging the online/offline retail Goals: world Sales (online, mobile •  Three ways consumers use their mobile devices to and offline), Purchase shop: consideration –  Research before making purchase (44% checked the price online, 53% looked for store location /opening Integration Points: hours ) –  In-store when they are ready to make a purchase Search, display, in-store, out-of-home, online (62% call, text or picture message someone to get an opinion, 35% read product reviews) –  Completing transactions directly from the handset (35%)
  41. 41. Mobile is revolutionizing the way people shop and buy •  Location based services –  Enable real-time physical retail/service opportunities •  Transparent Pricing –  Instant local + online price comparison could disrupt Location-Based Services retailers Shopkick App helps you Transparent Pricing ShopSavvy App offers finds deals and offers in •  Discounted Offers your area comparison shopping among online + local stores –  Deep discounts drive foot traffic to local retailers •  Immediate Gratification: –  Over-the-air instant product and content delivery Discounted Offers Immediate Gratification Groupon App gives you local iTunes Store delivers music, services up to 90% off video , apps wirelessly
  42. 42. Mobile Commerce: Coupons •  Effective for customer retention, helping drive in-store traffic and reaching out to consumers while they are in- store. •  Can be redeem by showing or scanning the mobile coupon (barcode) •  Social media coupons – Foursquare mayors, check ins, tips. •  Loyalty programs –  Tasti D-lite allows consumers to earn additional points for broadcasting their check-ins and orders on social networks –  Cardstar mobile app allows consumers to manage their rewards cards for a range of businesses offering coupons and deals
  43. 43. AMEX x Foursquare•  Enroll to link Foursquare account to Amex card•  Enjoy Amex specials at check-in locations, load to card and swipe to purchase•  Rebates credited back to account43
  44. 44. Mobile Commerce: Barcodes •  Requires applications to read and much more accessible via smartphones •  QR (2D barcodes) are popular, easy to create and can bring up a range of content (Mobile websites, multimedia) •  Efficient vehicle for linking the physical world with mobile media – e.g. QR code link to product info or multimedia content •  Popular barcode scanners – RedLaser, Microsoft tag, Stickybits
  45. 45. FirstBank QR Code Giveaway•  In-line with the bank’s “helpfulness” campaign to help consumers save•  Backlit posters inside the airport allows consumers to download free items via their QR enabled smartphones•  Users with no smartphones can do the same via their computer•  Giveaways consists of free eBooks, Crosswords and Sodoku puzzles•  More than 750 downloads over a few weeks•  9% of downloads via QR codes and downloads take under 30 seconds45
  46. 46. OB Credit Union Capture The Tag•  Participants embark on a treasure hunt to find and scan 30 Microsoft tags at local businesses•  Prizes included $15,000 cash and 5 iPads•  Tag triggers a promotional video on the participant’s phone. Clues to the next tag will be given at the end of the video•  Objective: To educate people about personal finances while promoting local businesses46
  47. 47. Mobile Commerce: Tesco Homeplus Virtual Store•
  48. 48. Mobile Commerce: Payment Options •  Credit Cards: Enter details into mobile •  Stored Registration –  By site/application: e.g. Amazon –  By handset: e.g. App store, Google Checkout •  Credit Card / Loyalty card applications – e.g. Visa In2Pay (RFID), Starbucks Card Mobile App (Barcode) •  Pay via phone bill – E.g. Boku, vending machine •  Peer to peer payments – e.g. Paypal Bump •  Scan credit cards with mobile devices – e.g. Square •  Near Field Communications
  49. 49. Mobile Marketing and the Consumer Purchase Funnel Display Advertising, SMS Marketing, Awareness Location Based Offers Search, Shopping Apps and Mobile Consideration Experiences (QR codes, AR) Coupons, Micropayments (App store, Cinema Conversion tickets), NFC, Barcodes, Check store inventory, Citi Mobile Mobile loyalty programs (Loyalty card, Foursquare Loyalty Mayor offer), Utility apps (Remote Check Deposit), gamified mobile experiences Advocacy Mobile Social Marketing49
  50. 50. The Building Blocks of Mobile Marketing Roles Understanding the medium and context Marketing Agencies Features What it means Strategy GPS Location-Aware Creative Touch Intimate & Interactive Physical Execution Sensors (A/V) Intelligence Mobile Analytics & Contacts Personal & Measurement Social Mobile Enablement Relevant at Point Platform Portability of Consideration Technology Providers50
  51. 51. Mobile presents the ability for marketers to contextualizecommunications It’s about presence, location and communities Psychological environment Emotional State Availability Status Mood   Coming What can I do Hello World! where? from? What is/was/will be here? Peers   Physical environment Social environment Who Location is Communities where? Where am I going? Friends Where  am  I?   Family
  52. 52. What you will need to find out before you start•  Data sources –  Syndicated research: comScore, Niesen/Netratings, the Mobile Marketing Association, Forrester Research•  The size and composition of your mobile audience –  How many consumers can you reach within your target demographic? –  What are trends for how your target audience indexes with mobile usage?•  Operating system and handset usage: –  Does your target use iPhone, Blackberry or Android devices? –  How are adoption rates trending for each?52
  53. 53. What you will need to find out before you start•  Usage Insights –  Which mixture of SMS, e-mail, mobile web, applications and other mobile channels? –  When are consumers engaging with consumers? Which days and day parts? –  How much time do consumers spend on their mobile devices –  What are their go-to mobile sites and applications –  How prevalent is search usage? –  How likely are they to use geolocation services? –  How likely are they to play games? –  Do they complete transactions via mobile? How do they shop? –  Do they extend multimedia consumption (music, video) to mobile?53
  54. 54. Developing a Mobile Strategy•  Define your goals: –  What would you like to achieve, sales leads, newsletter signups. Remember to think SMART (Specific. Measurable. Achievable. Realistic. Timely.)•  Research your market: –  Gain as much market understanding as possible to ensure that your approach is correct.•  Plot your presence: –  Decide what mediums to use (MMS, mobile website, Social Media), and how to cross-pollinate between them.•  Define your message: –  What tone and angle are you going to take to inspire your target audience to get involved?54
  55. 55. Developing a Mobile Strategy•  Create sharing opportunities: –  Create share points, and invite users to share your content or information between handsets or platforms easily.•  Feed your campaign: –  Fan the flames by releasing updates and encouraging renewed interest.•  Track, analyse and optimise: –  Mobile Marketing is great in that it allows for precision analysis and tracking, making campaign optimisation an ongoing process.55
  56. 56. Mobile Marketing: Key Performance Indicators Mobile Campaigns Mobile Applications Are people finding and using your application? Branding Direct Response Measures: Total Downloads, App users, Active user rate, New users Measures Measures How engaged and loyal are youBrand Awareness & Lift Clicks users? Impressions Conversions Measures: Frequency of visit, Depth of visit, Duration, Engagement Calls Received Bounce Rate Coupons Redeemed Are they engaging in high value activities and becoming customers? Measures: Audience Characteristics, User Activities How do we retain customers and encourage usage? 56 Measures: Stickiness, Leverage, Feedback
  57. 57. Best Practices for Mobile Marketing•  Think Objective, Strategy then Tactics –  Don’t get distracted by sexy technology and make sure tactics have a measurable objective –  Adapt your tactics to the ever changing channel preferences of your customers –  Understand the regional adoption of handsets and their feature adoption with your target customers•  Work with a mobile solutions platform that already takes care of regional compliance and privacy regulations•  Integrate mobile with existing CRM data•  Integrate mobile campaigns with other digital and traditional media.•  Leverage the power of customer mobile opt-in via the Internet to capture preference and profile for future segmented messaging57
  58. 58. Going Forward: Top Mobile Trends•  Smartphone ubiquity, Cellular Broadband (Lowering costs for Mobile & Video)•  Apps and Virtual Goods on demand•  Mobile Social Networking•  Augmented Reality and QR codes•  mCommerce•  The Touch Web (New Interfaces)•  The Internet of Things (RFID, Near Field Communications)•  Enhanced Location Awareness –  “LoSoPhoMo” - Location, Social, Photo, Mobile –  Recommendation Technology that delivers context and relevancy58
  59. 59. Thank You! Vincent Teo @intersphere