Mobile Marketing: Supercharge Your Brand From Your Customer's Pocket
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Kurt Karlenzig and Michael Oliver of The Marketing Store presented at the ACA 360: Focus on Digital conference 2011. The Marketing Store is a global brand activation agency specializing in consumer promotions (including promotional games), loyalty programs, digital/mobile, and CRM. Knowledge of game mechanics and gamification, mobile promotions and brand activation can help marketers develop a promotional strategy to increase sales.
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Mobile Marketing: Supercharge Your Brand From Your Customer's Pocket
- 1. Mobile Marketing: Supercharge Your Brand From Your Customer’s Pocket Michael Oliver Kurt Karlenzig The Marketing Store Worldwide © 2011 The Marketing Store. All rights reserved. .
- 2. Michael J Oliver Kurt Karlenzig @michaeljoliver @Kurtkar The Marketing Store Worldwide @marketingstore tmsw.com © 2011 The Marketing Store. All rights reserved. .
- 3. Established in 1986 904 people worldwide Part of the HAVI group birmingham | buenos aires | chicago | hong kong | london paris | santiago | sao paolo | shanghai | sydney | toronto © 2011 The Marketing Store. All rights reserved. .
- 4. 2 © 2011 The Marketing Store. All rights reserved. .
- 5. Mobile Marketing Supercharge Your Brand From Your Customer’s Pocket Agenda Growth Behavior Gamification Marketing Opportunities: DEVELOPING YOUR ROADMAP 2 © 2011 The Marketing Store. All rights reserved. .
- 6. GROWTH 3 © 2011 The Marketing Store. All rights reserved. .
- 7. Massive Mobile Adoption SOURCE-‐ MARY MEEKER-‐ MORGAN STANLEY 4 © 2011 The Marketing Store. All rights reserved. .
- 8. Mobile gets smarter ... 2000 2007 © 2011 The Marketing Store. All rights reserved. .
- 9. SMARTPHONES OUTSOLD PCS for the first time ever in Q4 2010 PCs SMART PHONES 92.1 MM 100.9 MM UNITS UNITS SOURCE-‐ IDC DATA 6 © 2011 The Marketing Store. All rights reserved. .
- 10. 2013 Mobile web use is predicted to eclipse fixed internet use by the end of © 2011 The Marketing Store. All rights reserved. .
- 11. There are more mobile phones in the world than toothbrushes >90% Americans have phone within reach 24/7 Average response Nme for email is 48 hours-‐ 4 minutes for a text Mobile Coupons have 10x redempNon © 2011 The Marketing Store. All rights reserved. .
- 12. Social web is mobile © 2011 The Marketing Store. All rights reserved. .
- 13. “Revolution doesn’t happen when society adopts new technology – it happens when society adopts new behaviours” - Clay Shirky © 2011 The Marketing Store. All rights reserved. .
- 14. New Behaviour SOURCE-‐ MARY MEEKER-‐ KPCB -‐ FEB 2011 © 2011 The Marketing Store. All rights reserved. .
- 15. Rapidly changing environment for marketing 2 © 2011 The Marketing Store. All rights reserved. .
- 16. BEHAVIOUR © 2011 The Marketing Store. All rights reserved. .
- 17. BEHAVIOUR SOURCE-‐ EMARKETER-‐ MARCH 2011 © 2011 The Marketing Store. All rights reserved. .
- 18. Moms & Apps Shopping Apps - US Mom Smartphone Owners Retailer apps (Walmart, Target, Etc.) 52% Deal sites (Groupon, Etc.) 49% Barcode scanners 42% Coupon apps 37% Price comparison Location-based apps for nearby deals 22% 34% SOURCE-‐ EMARKETER-‐ MARCH 2011 © 2011 The Marketing Store. All rights reserved. .
- 19. © 2011 The Marketing Store. All rights reserved. .
- 20. Our Customers Growing Interest in Mobile Interaction 2009 2010 2011 Over 1 MM codes 70% of audience >25% web visits Were entered via mobile Voted via mobile sms via mobile © 2011 Hasbro © 2011 The Marketing Store. All rights reserved. .
- 21. © 2011 The Marketing Store. All rights reserved. .
- 22. © 2011 The Marketing Store. All rights reserved. .
- 23. © 2011 The Marketing Store. All rights reserved. .
- 24. The Angry Bird Effect © 2011 Rovio © 2011 The Marketing Store. All rights reserved. .
- 25. © 2011 Rovio © 2011 The Marketing Store. All rights reserved. .
- 26. GAMIFICATION GAMIFICATION Influence + Engagement © 2011 The Marketing Store. All rights reserved. .
- 27. 2000-2010 Social Layer Connections + Connectivity © 2011 The Marketing Store. All rights reserved. .
- 28. 2008 - Facebook Connect 2000-2010 Social Layer Connections + Connectivity © 2011 The Marketing Store. All rights reserved. .
- 29. 2010 - Facebook Open Graph 2000-2010 Social Layer Connections + Connectivity © 2011 The Marketing Store. All rights reserved. .
- 30. 2010-2020 Game Layer Influence + Engagement 2000-2010 Social Layer Connections + Connectivity The game layer on top of the world Seth Priebatsch © 2011 The Marketing Store. All rights reserved. .
- 31. Gamification The process of using game thinking and game mechanics to solve problems and get people to do stuff. © 2011 The Marketing Store. All rights reserved. .
- 32. game thinking & mechanics +++ Status + Sticky Access Cost Power + Stuff +++ Gamification - Designing for Engagement Gabe Zichermann © 2011 The Marketing Store. All rights reserved. .
- 33. game thinking & mechanics Turns Action points Auction or bidding Capture/Eliminate Catch-up Dice Movement Resource management Risk and reward Role-playing Tile-laying Game modes Goals Loss avoidance Piece elimination Puzzle guessing Races Structure building Territory control Victory points Combination conditions © 2011 The Marketing Store. All rights reserved. .
- 34. AR(Augmented Reality) X Motion Sensor X GPS X Coupon = iButterfly © 2011 The Marketing Store. All rights reserved. .
- 35. I gain points User Value Business Value The Gamification Battlefield I check in Buster Benson, The Game Always Wins © 2011 The Marketing Store. All rights reserved. .
- 36. You get answers & build reputation, we grow our platform User Value Business Value The Gamification Battlefield Buster Benson, The Game Always Wins © 2011 The Marketing Store. All rights reserved. .
- 37. { Loyalty vs. Engagement Emotions vs. Demographics Gamification Metrics Rule Design for Motivation Design Over Time © 2011 The Marketing Store. All rights reserved. .
- 38. © 2011 The Marketing Store. All rights reserved. .
- 39. Know the engagement style of your players What’s your Engagement Style?! Acting! Express! Express Compete! Compete Content! Players! Explore! Explore Collaborate! Collaborate Smart Gamification Interacting! Amy Jo Kim, Ph.D. © 2011 The Marketing Store. All rights reserved. .
- 40. Know the engagement style of your players What’s your Engagement Style?! Acting! Build Create Win Challenge Design Purchase Express! Express Compete! Compete Decorate Showoff Choose Taunt Customize Compare Content! Players! Collect Comment Like View Rate Greet Vote Explore! Explore Collaborate! Collaborate Share Review Help Curate Give Smart Gamification Interacting! Amy 40 Kim, Ph.D. Jo © 2011 The Marketing Store. All rights reserved. .
- 41. Know the engagement style of your players What’s your Engagement Style?! Acting! Build Challenge Express! Express Compete! Compete Content! Players! Explore! Explore Collaborate! Collaborate Curate Give Smart Gamification Interacting! Amy 41 Kim, Ph.D. Jo © 2011 The Marketing Store. All rights reserved. .
- 42. Recency Frequency Engagement = Duration Virality(sharing) Ratings Gamification - Designing for Engagement Gabe Zichermann 42 © 2011 The Marketing Store. All rights reserved. .
- 43. 43 © 2011 The Marketing Store. All rights reserved. .
- 44. ROAD MAP 18 © 2011 The Marketing Store. All rights reserved. .
- 45. Developing a Mobile Marketing Plan © 2011 The Marketing Store. All rights reserved. .
- 46. DEVELOPING MOBILE OFFERING Mapping offerings to unique capabilities of mobile © 2011 The Marketing Store. All rights reserved. .
- 47. Developing Mobile Offering Mapping elements to customer lifestyle and interests © 2011 The Marketing Store. All rights reserved. .
- 48. Examples Social Connec+ons Payments Ordering © 2011 The Marketing Store. All rights reserved. .
- 49. Examples © 2011 The Marketing Store. All rights reserved. .
- 50. Examples © 2011 The Marketing Store. All rights reserved. .
- 51. Examples © 2011 The Marketing Store. All rights reserved. .
- 52. Key Takeaways • Mobile web reach has hit a mass adoption tipping point. • SoLoMo behaviour is flipping marketing models • New behaviour is evolving around the always on always connected lifestyle requiring new engagement models • Marketers must approach mobile with a plan to deliver experience and value • Build a roadmap and strategy around the intersection with your customers lifestyle and your brand © 2011 The Marketing Store. All rights reserved. .
- 53. Thank you Michael J Oliver Kurt Karlenzig @michaeljoliver @kurtkar The Marketing Store Worldwide @marketingstore tmsw.com © 2011 The Marketing Store. All rights reserved. .