Mobile MarketingA Strategic Marketing & Sales Perspective

Contents

M-Landscape

M-Statistics

M-Definitions

M-Customer

M-Marketing Plan

M-Strategy & Execution

Case Study Coats

Mobile Landscape

Mobile LandscapeMobile is king in terms of the stats: It’s also fast paced, dynamic, innovative & highly competitive.

Mobile Internet Access is taking over: New online is mobile!

Don’t overestimate the smart phone/tablet market: Key uses are still: simple browsing, email & social media.

• It difficult to figure out how much of your traffic is coming from smartphones vs. feature phones.

• Google Analytics seems to count most feature phone traffic as regular web hits, which can drastically mislead your mobile strategy.

Harder to measure & understand your mobile audience as measuring mobile traffic is tricky:

Mobile Landscape…cont

• Therefore, consider social media one of the key channels to promote your content, engage your community/market, get feedback, and find great story leads or marketing intelligence.

Social Media is inherently mobile:

Search is becoming increasing mobile & local

Responsive Design for Mobile Website and Mobile Campaigns

Mobile Landscape

Search

Social

Apps

Mobile

• Location Based: GPS• Touch Based:

Interactive Engagement

• Audio Visual Based: Physical Intelligence

• Connection Based: Constantly linked to Professional & Social Contacts

• Portable: Influence purchases & decisions on the go

M-Devices

"I will buy with you, sell with you, talk with you, walk with you, and so following; but I will not eat with you,drink with you, nor pray with you."The Merchant of Venice (I, iii, 35-39)

M-Devices… cont

• Mobile combines search, social and applications in one platform (Google, Facebook, Apple)

• Being constantly connected to contacts, social sites and search sites.

• Mobile devices are now an extension of a person and form part of their identity – brand, ring-tones, designer phones etc.

• Tool for information, entertainment, & photos.• Sales Touch-point.• Mobile uptake is not dependent on region or culture.

Mobile is Life!

M-Devices…cont

Mobile Rapidly Evolving

Mobile Statistics

Mobile Statistics

• There are 5.3 billion mobile subscribers as of July 2011 • equivalent to 77% of the world’s population. • What other medium has that reach?

Online wealth is more likely to come from the 5.3 billion mobile users than from 1 billion PC users:

Growth is led by China & India

The number of people accessing the mobile Internet is growing fast and is expected to overtake the PC as the most popular way to get on the Web within five years.

Mobile Statistics…cont

• very rarely use a desktop, laptop or tablet to access the Web. • Even in the US 25 percent of mobile Web users are mobile-only.

Many mobile web users are mobile-only:

• 8 trillion text messages 8 trillion text message will be sent in 2011. But consumers are also embracing mobile email, IM and MMS rapidly.

SMS is the king of mobile messaging:

• US consumers prefer mobile browser for banking, travel, shopping, local info, news, video, sports and blogs and prefer apps for games, social media, maps and music.

Mobile searches have quadrupled in the last year, for many items one in seven searches are now mobile:

M-Definitions

M-Marketing Definition

Mobile/M-Marketing is the “process of marketing campaigns delivered via the mobile medium”.

The Direct Marketing Association states that mobile marketing has a number of unique benefits: It is always on, always with you and the message is always ready.

M-Customers

• Hunters not Browsers• Want Fast Accurate

Results• Quick, on the Go

Decisions

M-Customer is still KingThe most valuable asset for any business is their customers.

• how we treat customers• how our customers believe we treat them• What it feels like to be one of our customers • How our employees believe how our customers should be

treated

It is important to reflect on:

Mobile becomes a key customer touch point.

Why Mobile is Critical for CRM

When customer needs drive all business decisions – a marketing philosophy has been truly adopted and implemented.

Mobile phones and devices present an opportunity for businesses to enter into a regular and honest discussion with their customers.

Every single time you receive customer feedback your organization has grown stronger.

Why Mobile is Critical for CRM…cont

Place the customer at the heart of all planning and decision making and you will be better paced to gain a key advantage.

If you give the customers what they want they will come back repeatedly to purchase your product and increase turnover and profitability.

Satisfied customers create a word of mouth for you.

M-Marketing Plan

Most companies fail due to poor marketing.

Many think that marketing is just advertising – isn’t it?

Most people question whether m-commerce can add value to their business.

Most people think there is no value to tweets and that social networking sites distract employees – who should otherwise be engaged.

4 Step M-Marketing Plan (David Berkowitz)

• Are your goals branding or direct response marketing? • What does the end result look like if the mobile program is successful? • What kind of commitment will you make up front in terms of the staffing

and budget allocated? • Do you have the time to fully optimize the program• Are you seeking massive scale for impressions, clicks, engagement or app

downloads within a brief campaign flight?

Question 1: What are your goals for mobile marketing?

Answering these questions at the onset will help ensure mobile fulfills its potential as part of your marketing plan.

M-Marketing Plan…cont

• It's critical to understand your audience and how they are using mobile when creating your plan.

• Which handsets and operating systems are they most likely to use? • Are they likely to text, search, take pictures, play games, use social media, read

news, look for local businesses, surf the web, download apps, scan barcodes, use location-based services, or participate in other activities?

• To what extent does mobile usage by time of day and the day of the week? • What are your consumers' favorite mobile sites and applications? • How does your audience incorporate mobile into their shopping process? • With what other media, including traditional media, does your target audience

engage?

Question 2: How is your audience using mobile?

Mobile integrates well with various forms of traditional media, so those insights should be applied to any mobile program.

M-Marketing Plan

• What assets do you have that might make sense to incorporate? • Do you have stores or other channel partners? • Do you have apps or a mobile-friendly website? What other digital

branded experiences do you have, such as across social networks?

Question 3: How can you use your assets in mobile?

Mobile bridges digital and physical worlds, so consider tangible, real-world assets: products, out-of-home or print ads, retail stores and live events.

M-Marketing Plan…cont

• Does the program adhere to how consumers are using mobile media?

• Does it use the functionality of mobile devices? • Does the experience translate well both to the smaller screen

size and then the broader real-world landscape where consumers use their mobile devices?

• What kind of value does it provide to the consumer -- information on a new product or service, entertainment, or a discount on merchandise, among many other options?

Question 4: Does your plan follow mobile marketing best practices?

M-Marketing Approach

Production Orientation

Product Orientation

Sales Orientation

Marketing Orientation

M-Strategy & Execution

M-Strategy

Mobile Web Site + Mobile App does not form a m-strategy!

• Goals• Competitive Landscape• ORM • CRM • Pilots• Business Analytics• New Tools• Integrated Sales Approach• ROI

M-Strategy has to be based on:

M-Strategy…contHow we sneak through the maze of clutter, chitter & chatter via mobile – to make sure that the customer reads your message and remembers it.

Need to be able to measure the response and be able to ask why the message did not work and what the learning lessons are (pilots)

Execution of a mobile strategy has to be a holistic approach that is linked to the business goals of the organization, the target market and the nature of the product or service.

Killer Execution Plan

MK-Execution

• K1: Killer Mobile Sites• K2: Killer Mobile Apps• K3: Killer Mobile Text Marketing

Campaigns/Blue Casting• K4: Killer Mobile Advertising• K5: Killer Mobile Email

5K’s to Mobile Marketing:

M-Execution – Tips on Mobile Advertising

Customer Loyalty Program

Text Marketing: Texting, Text Win

Mobile Search Marketing

Mobile Giving

Mobile Site

Mobile Surveys

Mobile Videos

Event Activation

QR Codes

M-Execution – Tips on Mobile Advertising

Emails – ever thought about designing and writing and email to suite the mobile platform?

• Attention• Interest• Desire• Action

USE AIDA:

Don’t miss the boat – keep the message short and sweet with a clear call to action.

M-Execution – Tips on Mobile Advertising…cont

Integrate social networking sites into your mobile campaigns.

Text campaigns can be integrated to email

Use QR codes to encourage the mobile phone device usage to social networking sites

Use Text Marketing via blog (see vishaysingh.com – Contact Us Page)

Blogs to Mobile – huge value.

Website to Mobile

Blue Tooth Marketing

Video Games

Case Study Coats• 200 year old Company• Largest player in the “Thread

Industry”• Global Operations• Public Company

• Clients Request: • Reduce cycle time and enhance

customer relations (CRM)• Needed an innovative “first for the

garment industry” web-based solution with mobile integration

• Essentially wanted a killer application that would give them a window of advantage over competitors

Case Study Coats

WEB APPLICATION

Receives data into “Inbox” and forwards

to LRM

INTERNET

CF2000E

LAB REQUEST

MANAGER

Basic Principles

HUB

LAB

WBAINTERNETCONTRACTOR

Field Colour Rep

SENDS MESSAGE REQUEST

FCR Collects Fabric Sample from ContractorScans with Handheld Spectrophotometer which transmits colour fingerprintvia the FCR’s handheld terminal to WBA and gets printed label to ship swatch to hub

Case Study Key Lessons/Learning

SRS – System Requirements Specifications

Functional Specifications

Design and Crowd Sourcing

Choice of Device (Cultural Issues)

Mobile component part of a broader strategy linked directly to business goals

Importance of server infrastructure and security for reliability

ROI - Huge

Questions?

Shirish Chauhanshirish@totalwsisolutions.comwww.totalwsisolutions.com