Professional Documents
Culture Documents
mobile marketing.
april 2011
@nihalmehta
mobile is
putting nearly everything within
“the arms reach of desire”
3
Why mobile?
Can you imagine
living without it?
The rest of the world can’t
7
Consumer channel choice
is about convenience
& need
mobile is an access point
Mobile 3rd Most Used Media Channel
Average number of hours per week spent with:
Content
140
120
110.4
100
80
60
48.1
40
4.6 18.7
9.7
20
• 1.8+ million answers daily, representing 63% of domestic SMS answers market
• Growing at a rate of over 12% week over week in mid 2010
Product:comScore MobiLens
Data: Three month average ending April 2010
Customers want to use their mobile phone in store to help them research and buy
It is not all
about
commerce
Smartphone
20% - 25% of the
US Market
27
Android is now top selling smartphone globally
(Q4 2010)
28
Growth in Mobile Media Parallels Increased
Tech Fragmentation
• 1168 handsets in US alone
• 40 handsets with installed base >1 million
• 195 smartphone models
• Multiple smartphone platforms with multiple OS versions
– RIM, Android, Apple, Windows, WebOs, Palm, Symbian, Meego,
Bada
• No standard user interaction model
“We see Tide as the authority in stain removal, and we’ve had stain solutions on our
Web site for some time, and we wanted to extend out of home to reach consumers.
The iPhone application allowed us to do that, offering on-the-go tips at consumers’
fingertips. We’re really looking at the iPhone as an extension of our stain-removal
realm, not focusing on one demographic or another, but trying to make our brand more
accessible. Anyone who’s looking to remove a stain can use the app and find out how
to get it out..”
Amanda Treevy, Tide at Procter & Gamble (Mobile Marketer, November 13,
2009)
Mobile Advertising
Direct Response
Permission Marketing
Sampling Acquisition
Competitions
On-pack
Up-sell
Self Service
Customer Care Retention
mCRM
Mobile Internet
Games Brand Building
Branded Utilities
ACQUISITION
Print Material
Billboards
Packaging
Signs
41
Mobile Couponing & Discounting
Source: http://bit.ly/aB5ECJ
(NeoMedia, Aug. 8, 2010)
Source: http://bit.ly/9ZTqM5 (Target, Aug. 8, 2010)
GOALS
•Drive mobile site awareness.
•To make the mobile site more like a social platform
and let people share what they like.
RESULTS
A viral product promotion that:
•Increased mobile site traffic 30% within 24 hours.
•Gained hundreds more Facebook fans within 24
hours.
Metrics include:
• Check-ins by time of day
• Gender
• Where people are
coming from
Location Enabled Ads:
SMS Alerts & Banners
Source: Placecast
Source: Navteq
55
Info and price comparison
(w/application) - “UPC”
iPhone iPad
http://link.brightcove.com/services/player/bcpid1543292789?bctid=111702111001
57
ESPN: Best of Breed
• 503% increase in
mobile traffic in
single year (monthly
page views)
• Mobile revenue
229% of plan
• More than 250K
downloads of
iPhone app
64
5 conclusions
1. Mobile is about customer engagement: acquisition,
retention and brand building.
2. Map the customer journey and all the touch points
3. Mobile allows consumers to act at the point of impulse
4. Mobile works best when integrated into campaigns
from the start
5. You will all be mobile marketers
Confidential