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Principles of Marketing Chapter 5- Mobile Marketing
Transcript

Principles of Marketing

Chapter 5- Mobile Marketing

Mobile Marketing

• Another paradigm shift in technology• The internet allowed us the ability to find

information and interact with anyone in possession of a way to access the internet.

Mobile Marketing

• Mobile marketing has taken both of these benefits and made them a perpetual part of an everyday existence (for better or worse).

Mobile Marketing

• There are currently more cellphones than humans on the planet and the number doesn’t seem to be on the decline. If anything, there is the possibility that it will continue to grow.– How many of you have currently or have had more

than one cell phone at a time?

The Woz- At least 5 cell phones

Why the Mobile Phone

• Phones today literally have everything

• This was on Twitter a while back. This is a 1991 Radio Shack ad that every piece of technology* can be found even on a basic smartphone.

For Marketers

• There are seven key features that make the mobile phone a powerful tool:– The mobile phone is personal• Example: How many of you would allow me unlimited

access to your phone right now? Messages, photos, social media access, etc. • How about your laptop?

– So it is easy to see that the mobile phone is totally engrained in ourselves

For Marketers

• The mobile phone is always carried– The holy trinity: Keys, wallet, phone (notice that

one of these can actually be used to replace the other two)

For Marketers

• Think about your phone. What percentage of the time is it within three feet of you?

For Marketers

• The mobile phone is always carried– In 2007, it was found that 91% of people had their

phone within three feet of them 24 hours a day…– The key is that it is so easily accessed, it is an

almost immediate recognition and/or response. • Cruise liberation

For Marketers

• Mobile phone is always on– I turn off my laptop and computer, but the phone is

always there. Ever-present. A low, dull, quick sound- much such a sound as a watch makes enveloped in cotton.

For Marketers

• Built-in payment system- As long as there is a connection, payments are impossibly easy. Not only as a buyer, but seller as well. – I have on my phone at least three methods of

making payments and two ways to receive payments.

For Marketers

• Is available at the point of creative inspiration-– If nothing else, think of how great an ability you

have with a camera on your phone. • Over 200K photos are uploaded to Facebook every

minute…every minute…• FB has said that they have about 6 BILLION photos

uploaded every month. – Old rule of thumb

–With the photographs, you can aid in campaigns by sharing photos, stories, etc. and in vast numbers.

For Marketers

• Accurate measurement– Any campaign, etc. can be tracked to a unique

number (just like TopHat)– As always, more and better data always makes we

marketers happy

For Marketers

• Captures the social context of media consumption– Since you have a unique identification number, we

can track the interactions between your number and others to model behavioral patterns to better elicit a response (whatever we want that response to be)

For Marketers

• Drawback– Size- They are getting to a nice equilibrium point,

but there is still a market to go a little larger to a tablet or laptop

Reaching consumers

• Messaging- sending messages via MMS or SMS to an audience that has previously opted-in to receiving such things

• This is not as prevalent as the book would imply simply because there are soooooooooooooooooo many other alternatives that are much better–Which are you more likely to give out: a cell

phone number or an email?

Mobile Web

• Still developing technology mostly because people forget about it (but it’s getting better)

• Most websites are mobile-enabled, but sometimes a website just doesn’t naturally fit the mobile context (looking at you, myolemiss)

Mobile Web

• Tailoring mobile websites for better content– Understand why the user is coming to the website• Its no different than going to a store. If I go to

Kinnucan’s to buy a shirt, putting the checkout counter in a difficult to reach location or not having staff could lose you the sale.• If I go to your website, it needs to be equally as easy

Mobile Web

• Make my task easier (i.e. save me time)– There is a reason I chose to use my phone, I

wanted to do the thing right now. If I wanted to spend a lot of time doing that thing, I would have waited. • Little tips- better code, easier layout, less clutter

Mobile Web

• Make the location a key component of the website– I am most likely on the go and using my phone, so

use my location for better results. • Yahoo and Quiznos

Some tips from the authors

• Use GIFs for movement, not other formats• Never use tables• Use enough links (for easy navigation)• Keep it portrait oriented (depends now)• Keep images small • Avoid transparency• Use Java and Ajax sparingly (or not at all

HTML5)

Getting users onto the mobile web

• WAP Push- a message with an active link to do some action (hyperlink)

• QR Codes- Scan to get to a destination– Not as widely used as once though would be

possible

Mobile URLs

• The main point is to make it easier. If you need to go to www.totallylegitwebsiteforstuffyouthswillliketotes.org, that is probably something that is not going to work well for mobile, so a code or a shorted URL will always be better. – URL shortening programs• Google URL Shortner• Bitly• Bit.do

Augmented Reality

• Combination of real and virtual in real time– Can be for reviews, games, and other purposes that

still need to be determined• Has anyone used this technology?

– Games and review

Planning to go mobile

• What are you wanting to achieve? – Like all things, you really need a solid plan in place

to make sure your decisions have a goal in mind– Know your audience and what their use will be

• Have to know what needs to be in place

– How will it be accessed– How does the mobile side fit into the entire plan

• If you don’t assess what you need to do, nothing will be successful.

Humor Me

• Discussion in TopHat

For Next Time

• Read Chapter 6


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