integrating digital marketing across channels

Loyola University Short Code Management Integrating Digital Marketing Across Channels

Joel Morrow CEO

Mobile Fusion

mobile-fusion.com joel.morrow@mobile-fusion.com

303.980.4900 office 303.949.2298 mobile

@Mobile_Fusion #DMA2011

Joel Morrow – CEO of Mobile Fusion •  Frequent industry speaker on mobile, social and digital

marketing for the Direct Marketing Association (DMA), American Marketing Assoc. (AMA), National Restaurant Association, the National Retail Federation and other groups.

•  Previously, Director of Product Development, Digital Ventures at Western Union where he developed and executed the company's mobile marketing strategy/roadmap and global mobile money transfer product.

•  MBA from the University of Colorado at Boulder.

Mobile Fusion is a leading digital marketing agency Agenda

•  The challenges/opportunities of a multichannel world •  Success stories and industry best practices •  Digital Marketing RoadmapTM •  Top 3 free / low-cost ideas

Mobile Fusion is a leading digital marketing agency A Few of Our Clients

What we can do for you: 1. Use mobile, social media and digital marketing to increase engagement, brand

Mobile Fusion is a leading digital marketing agency

Your customers are mobile, social & digital. Are you?

Dumb Mistake to Avoid: QR Codes

Best Practice: Connect Offline to Online…

…from web to social media…

…to deliver coupons on the mobile phone...

… and drive World of Mouth Marketing.

Poll Question

• How many Americans have a Facebook account? 1. 33% 2. 48% 3. 60%

Poll Question

• How many Americans have a Facebook account? 1. 33% 2. 48% 3. 60%

Source: Facebook, May, 2011.

Phase 2 – Run: Vail’s EpicMix integrates on-mountain, online, social & mobile to earn its price premium.

On your computer or mobile phone…

Connect with friends…

Results: Vail’s EpicMix First Year

•  100,000 guests activated = 15% adoption. •  275,000 social posts on Facebook & Twitter •  35 million social impressions* •  2011/2012 season pass sales: +19%

increase with +27% revenue

Sources: •  VailResorts.com, 8.31.2011 press release •  VailResorts.com, Q3, 2011 quarterly financial results. •  Based on Vail’s assumption of Facebook's estimate of 130 friends per person.

Integrate Across Channels

Desktop Website

Signage

Facebook Post

Mobile Website

Text Message

Increase response rates by adding mobile to traditional marketing

Campaign: •  Mobile Fusion implemented a QR code on its

direct mail campaign to drive recipients to view a YouTube video and request more information through a mobile webpage form.

Results: •  266 people viewed YouTube video •  36 people requested more

information 13.5% conversion rate

PizzaHut.com/Apps

Poll Question

• Who owns the data on your Facebook Page? 1. You 2. Mark Zuckerberg

Poll Question

• Who owns the data on your Facebook Page? 1. You 2. Mark Zuckerberg

•  Facebook owns your data, not you. •  It can change its rules anytime, including

restricting your Facebook Fan Page. •  Best practice: Seek to collect name, email and

mobile phone number from your fans so you can re-engage outside of Facebook’s “wall garden.”

Mobile Fusion Best Practice Phase 1 – Walk: ….Increase # of Likes to build Facebook database and word of mouth

Lightly Engaging Conversations Are Key …

… obtain email and mobile phone # for future direct marketing and…

….drive word of mouth advertising.

Published to fan’s Facebook network.

Use Digital | Social | Mobile to advance each stage of the Purchase Funnel

Awareness | Research TV | print | social | mobile

Shopping | Engage QR code| search/PPC | Facebook

Purchase (store | web | phone)

Post-‐purchase support + Cross-‐sell

Advocate

Phase 1 - Walk: Don’t replicate your website on the mobile phone. Prioritize the top 3-5 things customers are seeking

Build Email and Mobile Databases

Mobile Fusion Case Study Phase 2 – Run: Use mobile for slow times and at the last minute to drive incremental sales on slow days/times and during seasonal promotions

EdibleArrangements.com

Father’s Day promo results = 365% ROI with 1.6% buy rate

(11x higher than email’s 0.15%)

Though mobile video, create brand believers

B2B: Tell Your Story on Printed Materials (biz card, trade show booth)

Best Prac*ce Add Text Call to Ac=on for 2/3rd of Americans without a

Smartphone

Proposed Solution Digital Marketing RoadmapTM

Phase 1-Walk

Build Capabilities

Phase 2-Run

Execute Campaigns

Across Channels

Phase 3-Leap

eCRM Right msg @ right

time via right channel

Digital Marketing RoadmapTM

Digital Marketing Roadmap

Call or email for copy of our Digital Marketing Roadmap with multichannel marketing calendar

Joel Morrow CEO

Mobile Fusion

mobile-fusion.com jmorrow@mobile-fusion.com

303.980.4900 office

Top 3 Free / Low-Cost Ideas

1.  Fix website on mobile phone with single mobile webpage with contact info.

2.  Add Like Us button to website home page and move above fold.

3.  Create and share company-wide multichannel marketing calendar.

Conclusion: Why multichannel should be a priority

1.  Bad customer experience 2.  Stop working hard doing the wrong things 3.  Enhance career marketability inside and

outside your company

Questions

Joel Morrow CEO

Mobile Fusion

mobile-fusion.com joel.morrow@mobile-fusion.com

303.980.4900 office 303.949.2298 mobile

@Mobile_Fusion twitter #DMA2011 twitter

LinkedIn.com/in/JoelMorrow

•  Email or provide card for copy of presentation

Proposed Solution Appendix

Mobile Fusion is a leading digital marketing agency Social Media Stats

•  150 / 309 million or 48% Americans use Facebook (source Facebook, US Census, 5.22.2011)

•  50% of its ac=ve users access Facebook via mobile (Source: Facebook). •  Those who access Facebook via their mobile device are proven to be twice as ac6ve as those who don’t.

•  The average American Internet user watches 30 minutes of video online per day [40 percent increase over 2009] (comScore) Compared to 5 hours of television per day

Mobile Fusion is a leading digital marketing agency Mobile Stats

1)  More text messages / day than voice calls on mobile phone.1

2)  97% of text messages are opened with 83% opened within one hour.2

3)  In October, 2010: 7 of 10 Americans texted; 36% used the mobile web; 1 in 4 used social media.3

4)  52% of shoppers use smartphones to compare prices, 37% locate retailers via smartphone, 23% of shoppers make purchases via their mobile phone.4

5)  1/3rd of Facebook’s 600 million users access via mobile.5

Our mobile devices are the foundation of our digital lives

They are becoming our digital “Swiss army knife”

Mobile & Social Media are synonymous as consumers use mobile as their frequent devices to check Facebook, get directions, view store hours, check

prices

Mobile Statistics

Mobile Trends

Sources: 1 CTIA-The Wireless Association (trade association of U.S. wireless carriers). 4 Google, “Think Holiday,” August 2010. 2 New York Times, 9.23.2008-2010 article quoting U.S. wireless carrier research. 5 Facebook, 2010. 3 ComScore MobiLens study, October, 2010.

integrating digital marketing across channels

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