blueliner: what we want from mobile marketing

Blueliner MarketingMobileMobile

August 18, 2010

Intro to BluelinerIntro to Blueliner

• Digital Marketing, Design, and Development agency• Headquarters in NYC, with offices in India and

Bangladesh• Affiliated with

SEM

Pillar 1. Web Design (UX, IA, Branding)

Pillar 2. Search Engine Optimization

Pillar 3. Online Advertising (PPC, CPM, CPA)

Pillar 4. CRM (Relationship, Email Marketing)

Pillar 5. Social Media

Pillar 6. Mobile Marketing

Pillar 7. Web Analytics

The 7 Pillars of Internet MarketingThe 7 Pillars of Internet MarketingTMTM

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Interactive Marketing ClientsInteractive Marketing Clients

California ClosetsCalifornia Closets (Lifestyle) (Lifestyle)

Completely BareCompletely Bare (Beauty) (Beauty)

IZOD Men’s FragranceIZOD Men’s Fragrance (Beauty) (Beauty)

Bogner Bogner (Fashion) (Fashion)

Allied Home MortgageAllied Home Mortgage (Real Estate) (Real Estate)

New York Video School New York Video School (Education)(Education)

401kid 401kid (Finance)(Finance)

Robert’s GroveRobert’s Grove (Travel) (Travel)

Guardian Water & PowerGuardian Water & Power (Energy) (Energy)

Morningside TranslationsMorningside Translations (Translations) (Translations)

Blueliner is one of the most reputable digital marketing agencies in New York. We have built successful social, mobile and search campaigns for the following clients:

Medical Hair Restoration Medical Hair Restoration (Medical)(Medical)

KBA LeaseKBA Lease (Real Estate) (Real Estate)

Russia Today Russia Today (Media)(Media)

SogoTrade SogoTrade (Finance)(Finance)

Icebreaker (Icebreaker (Fashion)Fashion)

Lufthansa Lufthansa (Travel)(Travel)

Chaa Creek ResortChaa Creek Resort (Travel) (Travel)

Evolution ShiftEvolution Shift (Media) (Media)

Bid on the City Bid on the City (Real Estate)(Real Estate)

Red Clay MediaRed Clay Media (Marketing) (Marketing)

Mobile Usage (US)Mobile Usage (US)

• 77.4 million mobile web users

• 1.5 trillion text messages in 2009 (5 billion/day)

• 24.2 billion MMS messages in the last half of ‘09 (250% growth compared to last half of ‘08)

• Hispanic and African American audiences lead in mobile data usage*

*Recent Pew Internet & American Life Foundation study.

Platforms and DevicesPlatforms and Devices

• 19% of mobile phones sold in 2010 are smartphones

• 54.7 million smartphones shipped globally in the first quarter, up 56.7% from the year-ago quarter

• Projected to grow to 25% by 2013*

*ABI Research

Mobile Marketing LandscapeMobile Marketing Landscape

SMS, Display, Search still dominate spending

TrendsTrends

• Growth of Smartphones

• Checking in

• Rewards/Coupons/Discounts

• Experimentation with new technologies – QR Codes– Augmented Reality– Location-based discounts, contests, sweepstakes (Geotoko)

Mobile is the ConnectorMobile is the Connector

• Your mobile is always with you; you are always on

• Mobile is how we connect the digital world with the real world

• What do we really want from mobile?

UtilityUtility

• Email• Search• Task-Oriented Apps • Maps• Communication

Coupons and DiscountsCoupons and Discounts

Mobile Coupons will continue to grow rapidly• Can deliver to nearly all mobile phones• In demand from consumers• Trackable, measurable

From PromotionalCodes.org.uk

EntertainmentEntertainment

Your mobile is with you when you’re bored• Games• Mobile Web• Music• Social

Real-Time DecisionsReal-Time Decisions

• What are my friends doing?

• Where should I eat?

• Can I get a better price?

Case Study: Russia TodayCase Study: Russia Today

• Russia Today recently launched a new social network for the Middle East market

• Blueliner ran search, social & mobile campaigns through 7 Middle Eastern countries

• In 3 months, Russia Today attained over 3 million unique visitors via search and mobile strategies, including extensive SMS marketing to the Arabic-speaking youth demographic.

Case Study: LufthansaCase Study: Lufthansa

• Lufthansa contest targeting food enthusiasts in South Asia• Contest invites users to submit their favorite recipes and get friends

to vote for their recipe • Recipe with the most votes gets 2 round-trip tickets to India along

with a 2-night stay in India at a renowned hotel• Reaching this audience using online display and mobile marketing• Blueliner also created a mobile version of the campaign microsite • Launches mid-September

Case Study: Near to HereCase Study: Near to Here

• Blueliner consulted on the hugely successful iPhone app, Near to Here. • Launched on December 18, 2009, Near to Here has already been

downloaded thousands of times, was featured in TechCrunch, CNBC, LA Times, the Travelocity blog, and many other top blogs and publications.

• In early 2010, Near to Here was the top selling travel app in the App Store.

• Text HAITI to 90999 to donate $10 to relief

• Simple, accessible program made donating quick and easy

• Over $32 million was raised via mobile

Hits – Donate to Haiti via SMSHits – Donate to Haiti via SMS

• Provides an important utility to their customers

• Keep skiers/snowboarders in the branded environment

• Links to shop and find a store to drive sales

Hits – North Face Snow Report appHits – North Face Snow Report app

Misses – Calvin Klein QR Code BillboardMisses – Calvin Klein QR Code Billboard

• Calvin Klein replaces NYC billboards with QR Code

• Must take a picture of the code to unlock a :40 commercial

• Asking too much, but giving too little

Things to Keep in Mind for MobileThings to Keep in Mind for Mobile

• The canvas is smaller

• Test your mobile site on all popular devices

• Entertainment is good, usefulness is better

• Allow people to interact with the campaign in different ways – not everyone has an iPhone

• Mobile is most effective when integrated with other media

Thank you!Thank you!

Chris Walbert

Web: www.bluelinerny.com

Email: chris@bluelinerny.com

Twitter: @blueliner | @cwalbert