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The 5 things you need to know to
make you a smarter mobile marketeer
This deck has been modified. For an original or more info, contact:
julie lynn try (southard)
Linked IN: Julie Lynn Try
15 March 2012
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5. Search ≠ Browse.
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Search is the new utility
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XBOX LIVE
SUPPORT GAMES
GEAR
CAMPAIGN LANDING PAGES
ENTERTAINMENT
Sign In
Search
MSCOM Study (April 2011)
Cloud Campaign (Oct 2011)
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Paid search drives stronger results than banners???
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• Banner/Display:
• 2x expected clicks
• Search/Text:
• 2x expected clicks…
But a fraction of the cost!
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I just want to say one word to you…
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Mr. McGuire: I just want to say one word to you. Just one word. Benjamin: Yes, sir. Mr. McGuire: Are you listening? Benjamin: Yes, I am. Mr. McGuire: ___________!
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I just have one word to say to you…
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SEARCH
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4. It’s all about me.
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SHOUT OUT TO WIN!
____X more Social
Engagement on mobile?
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SHOUT OUT TO WIN!
10X more Social
Engagement on mobile
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Look for simple ways to integrate social elements…
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How to make the experience even more about ME?
How do your customers interact with you?
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Did you know?
15% of WORLDWIDE consumers open
their email on their phone
Our consumers are far ahead of the worldwide average.
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Make it easier for your customers to interact
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3. Research Buy.
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Did you know?
79% of consumers use a smartphone to help
with shopping.
** Google/Ipsos OTX MediaCT, “The Mobile Movement Study,” April 2011, N=5,000
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Be where your customers are – shopping & searching
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• Provide Mobile, Search Optimized Landing Pages
• Place Tags/Barcodes/QR codes on product boxes that link to mobile optimized content: Prepare for Image triggered Search
Help customers find your reasons to believe
• Include user reviews on mCLEs
• Research key customer questions and revise campaign content to answer them
Speak to the “Zero Moment Of Truth”
34%
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2. SMS ≠ email.
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SMS Guiding Principles
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Be Worthy
Be Engaging
Be Relevant
Be Now
If it’s hot news, your customers may already know…
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Cross-Channel Marketing Plans are Best Practice
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SMS: Xbox mobile exclusive: GOW3 fans, get a free d/l plus enter to win: http://xbx.lv/luFUj8 legal.
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We’ve tested variations in acquisition
Win it
• Enter to win one of four tshirts
Save it
• Sign up for deals of the week exclusively for YOU
Get it
• Sign up and get free digital art for your phone
Try it
• Tell me when I can demo it in my area
Buy it
• Who has it at what price
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Our winning campaign to date combines offers.
Win it
• Enter to win one of four tshirts
Save it
• Sign up for deals of the week exclusively for YOU
Get it
• Sign up and get free digital art for your phone
Try it
• Tell me when I can demo it in my area
Buy it
• Who has it at what price
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Partnerships and Cross-promotions are key.
Use your channels
Rely on your Agency support
Focus on Big Bets
Understand your Dependencies
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1. Remember…
and never forget…
you are a brilliant marketeer!
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Direct marketing principles. Why are we so quick to forget?
Audience Offer
Timing Creative
What are the four basic variables of our direct marketing campaigns?
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Direct marketing principles.
Win a widget
Save bucks
Try/get it free
Buy it now
What are the four best performing CTAs?
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Keep the customer at the focus and
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The 5 things you need to know to
make you a smarter mobile marketeer…
julie lynn (try) southard
Linked IN: Julie Lynn Try
15 March 2012
THANK YOU!!!
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xbox.com
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