Making Ideas Move (2011)

transcript

Making Ideas Move

Making Ideas Move 03.29.2011

Mobile Marketing is…

marketing and communications to customers or constituents on portable devices wherever they may be.

Mobile marketing is not about what…it’s about where.

The percentage of the US top 1000 brands that have a mobile-friendly website

Source: Circle44 Mobile

Mobile Websites - Keep It Simple

Successful mobile websites are simple and focused

• Limit content to mobile-focused information

• Be mindful of scrolling• Include non-Flash alternative content• Consider platform specific integration

Start Small and Grow

1. Provide alternatives to non-mobile content

2. Create a mobile-friendly “view” for the site• Simplified Navigation• On-the-go content

3. Platform Specific Presentation• Pages/Template Designs• Video/multimedia

The ESPN mobile website delivers a tailored experience to visitors based on their individual phone. ESPN has at least four mobile versions of their website with different layouts and content.

St. Jude Medical Center

Navigating a hospital campus can be overwhelming. When a visitor is lost, the firs thing he turns to is his phone. Having a mobile-friendly website with maps, phone numbers and other key information delivers great customer service, on the go.

Number of apps in the Android Market. (Up from 30K a year ago)

Source: Google

150,000

Apps - Many Platforms, Many Rules

Today there are many options for mobile apps . Matching your app platform to your customer base is a critical first step towards success.

Phones vs. Tablets

When it comes to apps, there are many devices to target. The size of the device and how your customers are using it should drive the type of app being built.

Apps for B2C• News & Information

• Games

• Branded Utility Apps

• Retail Interaction

Charmin

The Sit or Squat app has been sponsored by Charmin for several years. This app allows consumers to rate public restrooms and search for the best place to go, when you are on the go.

Chipotle

The app from Chipotle is a tremendous mix of functionality and design. App users can see the full menu, build and order their burrito or simply find the nearest restaurant.

Apps for B2B

• Tradeshows

• One-on-one sales/catalogs

• Calculators/configurators.

Rockwell Automation

From training to sales, Rockwell has embraced the iPad and has developed a suite of apps for direct use by customers, apps enabling the sales team to share the Rockwell story and an app to streamline training to the sales force.

The number of text messages sent by Americans in 2010

187.87billion

Text Messaging

Short Codes enable direct response and two-way communication

• Codes can be shared or unique company ID’s

• Short code aggregators handle all phone carrier connections

• Campaign response rates have been seen up to 30%

My Coke Rewards

Coca-Cola is leveraging SMS to deliver reminders and promotions for those participating in the My Coke Rewards program. Regular alerts keep Coke’s brand in front of consumers and can draw dormant users back into the program.

Redbox

Weekdays are slow movie rental days. To engage registered customers, Redbox offers a free DVD rental each week on their slowest day, Mondays.

The percentage of Americans who remember seeing a QR Code

Source: Austin & Williams

The QR Code

QR codes were developed in the mid-90’s by Denso-Wave, a division of Toyota.

Code vs. Code

Today, there are many competing 2D barcode systems. While QR is quickly gaining in popularity, other companies continue to promote their own systems.

QR Code ScanLife EZ Code

Microsoft Tag DataMatrix

Why Use a QR Code?

QR Codes are:• Easy to implement• Simplify consumers engagement• Give a high-tech feel to publications• Free

Downtown Cleveland Alliance

QR codes in ads and billboards give visitors and residents mobile access to news, offers and connections—so they can get moving .

The Cleveland Auto Show

At the 2011 Cleveland Auto Show, many exhibitors used QR codes to engage consumers. These included:

• Pro Football Hall of Fame• Chevrolet• Subaru

DigiKnow

We began including barcodes on our business cards over a year ago. Our cards deliver visitors to a mobile-friendly website where a vCard with our contact information can be downloaded.

What’s Next?

Other technologies, such as the emerging NFC chips (Near Field Communications), will continue to change how we connect and interact through mobile.

Questions?

For more information, contact:

Scott ChapinAnalytics and Mobile StrategistDigiKnowCleveland & Buenos Aires

schapin@digiknow.com216 325 1981

Making Ideas Move (2011)

Technology