Date post: | 27-Jan-2015 |
Category: |
Technology |
Upload: | diverseinsights |
View: | 3,663 times |
Download: | 0 times |
Keep it Short and Useful: Mobile Marke+ng that Seamlessly Fits into Customers’ Lives and Delivers Value
SPEAKER: Chi Modu, Founder Chief Transforma+on Officer
diverseinsights.com didigital.net
MODERATOR: Alli Libb American Marke+ng Associa+on
SPONSOR: Aquent: aquent.com
Mobile
mo•bile - Being able to move or be moved freely or easily
diverse insights
Brands Must Align With Current Informa+on Access Points
diverse insights
What We’ll Cover:
• Advantages of mobile vs. non-‐mobile marke+ng
• The parts of the mobile equa+on
• The surprisingly most effec+ve of all the mobile tools
• How to effec+vely engage the consumer in conversa+on
• How to move consumers to ac+on
• Consumer concerns and privacy overview
• Case studies
diverse insights
diverse insights
Advantages of Mobile vs. Non-‐Mobile Marke+ng
• Omnipresence
• Reduced targe+ng errors
• Improved data management
• Always on and always aware
• Loca+on awareness
• In+mate plaRorm
diverse insights
A Few Stats:
• Over 50% of global popula+on pays to use mobile device
• 75% of US popula+on or 232 million users of mobile phones
• Mobile banking to double to 400 million people by 2013
Source: International Telecommunications Union, an agency of the United Nations
Source: Pew Internet Research
Source: Juniper Research
Address book Audio recorder Calendar Camera Game Device GPS Laptop Music player Note pad Remote control Telephone Television Wallet
diverse insights
Consolida+on of Devices
Mobile Device =
diverse insights
Five Parts of the Mobile Equa+on • Applica?ons for smart phones (phones with internet access)
• Mobile web m.yourbrand.com vs. yourname.mobi or sites built with mode of access detec+on capability
• SMS (short message service) Short code marke+ng and tex+ng
• Kindle, iPad, etc. Content access devices with added func+onality
• Loca?on based services Foursquare, Gowalla, and more
diverse insights
What Does All of This Mean?
diverse insights
diverse insights
Societal and Behavioral Shids
• Smart info consump+on
• Control of when/where and how to consume
• Increase of tasks in shorter +me frame: e.g. 31 to 24 hours
• User-‐generated content more the norm
• • •
Source: OTX - US Think Tank
diverse insights
What is the Most Effec+ve of All Mobile Tools?
diverse insights diverse insights
The Most Effec+ve Tool is the One That Your Customer is Most Familiar With
diverse insights
When Integra+ng Mobile
• Create or refine your overall brand strategy
• Create a mobile plan and implementa+on course that is informed by your brand strategy and posi+on
• Research and study your customers’ mobile behavior and informa+on consump+on preferences
• Understand what your customers (and prospects) expect from your brand
• • •
diverse insights
Moving the Customer from One Channel to Next: Seamlessly integrate mobile CTAs (calls-‐to-‐ac+on) with your non-‐mobile marke+ng
• Applica+ons
• Mobile web
• SMS (Tex+ng/Short Message Service)
• Kindle, iPad…
• Dynamic/loca+on-‐based engagement
diverse insights
Integrate and Leverage All Components of the Mobile Mix to Connect with Your Non-‐Mobile Marke+ng Efforts
diverse insights diverse insights
diverse insights diverse insights
diverse insights diverse insights
diverse insights diverse insights
diverse insights
How do you best engage your customer in conversa+on?
diverse insights
Five Parts of the Mobile Equa+on • Applica?ons for smart phones (phones with internet access)
• Mobile web m.yourbrand.com vs. yourname.mobi or sites built with mode of access detec+on capability
• SMS (short message service) Short code marke+ng and tex+ng
• Kindle, iPad, etc. Content access devices with added func+onality
• Loca?on based services Foursquare, Gowalla, and more
VS.
diverse insights
Taste Tests S+ll Work
diverse insights
diverse insights
Thin Line Between “Spooky,” “Creepy” and Annoying
diverse insights
Case Studies…
diverse insights
Bowery Mission of NYC
Goal: To be the most effective provider of compassionate care and life transformation for hurting people in New York City.
Established in 1879
Challenge: To raise awareness of the plight of the homeless and hungry in New York City and increase dona+ons
Strategy: Approach the age-‐old problem of hunger and homelessness with a 21st century solu+on.
Crea+ve use of SMS that included facts, trivia, words of inspira+on along with Bowery’s services for users of the services, donors and prospects.
Result: Increased awareness of the Bowery’s Mission
Bonus: Selected Best of Non-‐Profit, 2009, by Mobile Marketer
diverse insights
Bowery Mission of NYC -‐ Pro Bono Project
diverse insights diverse insights
diverse insights
General Mills: Whea+es Fuel
diverse insights
General Mills: Whea+es Fuel
Challenge: Create a mobile campaign to support the new Whea+es Fuel to help reinvigorate and modernize the Whea+es brand
Strategy/Result Created next genera+on SMS campaign integrated with offline, television, and print promo+ons in partnership with Men’s Health Magazine.
Bonus: Selected among top 10 campaigns of, 2009, by Mobile Marketer
diverse insights diverse insights
Keep it Short and Useful: Mobile Marke+ng that Seamlessly Fits into Customers’ Lives and Delivers Value
SPEAKER: Chi Modu, Founder Chief Transforma+on Officer
diverseinsights.com didigital.net
MODERATOR: Alli Libb American Marke+ng Associa+on
SPONSOR: Aquent: aquent.com
Thank You!
Get in touch: [email protected]