mobile marketing to your target audience

MARKETING TO YOUR MOBILE AUDIENCEMarcus Turner, Atomic Axis

Lauren Davis, Alkali Marketing

LEARNING OBJECTIVES

• Why Mobile?

• Leveraging Devices

• Trends in Mobile Marketing• Examples of Effective Mobile

Marketing• How to Start/Evolve with Mobile

WHY MOBILE?

There are 7 billion people on Earth. 5.1 billion own a cell phone. 4.2 billion own a toothbrush.

91% of all smart phone users have their phone within arm’s reach 24/7.

70% of all mobile searches result in action within 1 hour. 70% of online searches result in action in one month.

WHY MOBILE: STATISTICS

Any activity that enables a company to communicate and actively engage with its customers via a mobile device.

-m3mobile360.com

WHY MOBILE: WHAT IS MOBILE MARKETING?

Use of mobile technology for promotional purposes. A way for companies to connect with customers—anytime and anyplace. The concept is a fairly new form of permission marketing.

-stevetoms.net

An extension of online marketing that focuses on consumers viewing ads or websites from their mobile phones.

-localsplash.com

WHY MOBILE: MISCONCEPTIONS ABOUT MOBILE MARKETING

Viewing a regular website from a mobile

device

Using the latest technology is

necessary

Mobile marketing is only SMS

Laptops count too

Mobile marketing is too costly

It’s just B to C

Not bus/taxi advertisingNot banners on airplanes

LEVERAGING DEVICES

INFULENCERS

Identify capabilities of target market’s mobile devices

Leverage to your advantage In-device cameras, GPS (especially location

awareness), etc. Choose marketing techniques around

device capabilities

LEVERAGING DEVICES : BE AWARE OF DEVICE CAPABILITIES

LEVERAGING DEVICES : TURN INFLUENCERS INTO ADVOCATES

TRENDS IN MOBILE MARKETING

TRENDS: VARIETY OF METHODS TO UTILIZE

Shock and Awe

Social Targeting

SMS / MMS

WWW (URL’s)

Mobile Commerce

Location Based

Services

QR Codes

Mobile Visual Search

Audio

Context Aware Service

Augmented Reality

B2C & B2B

Porn Spam

TRENDS: SHOCK AND AWE MARKETING

Obtain information on products, landmarks, books

Scan barcodes: Ex. Sephora

Disruptive Technologies coming like Google Goggles

TRENDS: MOBILE VISUAL SEARCH

Audio can be used to further increase the user experience and interaction within a mobile application.

Ex. Shazam

TRENDS: AUDIO

Social Targeting: Scrape social conversations on Facebook, Twitter tied to location to target users; also target connections of current target.

Retargeting: Frequently displaying a company’s ads after a consumer has visited website.

TRENDS: SOCIAL TARGETING/ RETARGETING

Have a defined purpose

Create a call to action

Looks matter

Measure of success

Use social metrics

TRENDS: QR CODES

Instant Personalized Time sensitive Deliver coupons Measurable response rate

MMS: includes audio and video to further capture viewers

TRENDS: SMS/MMS

Focus on needs instead of solutions Avoid zoom Personalize the experience 30 seconds, make it count

Great Mobile Experiences (R. Hinman) Are uniquely mobile Are sympathetic to context Speak their power

TRENDS: WWW / URL’S

Mobile devices can give

location and path

More specialize

d targeting

TRENDS: LOCATION BASED SERVICES

Gain more sales through mobile Mobile commerce/payment is not yet

mainstream but is gaining popularity

TRENDS: MOBILE COMMERCE/MOBILE PAYMENT

Interests

Intentions

History

Environment

Connections

Activities

Information on:

TRENDS: CONTEXT AWARE SERVICE

Can combine several capabilities of mobile device

Can view digital information that’s superimposed on the physical world around you

Ex. Layar Put digital layers over the real world

around you

TRENDS: AUGMENTED REALITY

Commercialization of IT

Mobile driving personalization

Based on the individual

TRENDS: IT’S NOT JUST B2C, BUT B2B AS WELL.

EXAMPLES OF EFFECTIVE MOBILE MARKETING

Used: Location based services, visual search, QR codes, SMS

Purpose: Engage customers while in store, increase customer product and promotion knowledge

Results: Co-op gains new insights on customers by measuring customer engagement

EXAMPLES : UNIVERSITY OF TEXAS CO-OP

Used: MMS Purpose: Personalized video

messages to increase sale of winter tires to current customers

Results: 30% conversion rate

EXAMPLES : BMW

Used: QR Codes & Augmented Reality Purpose: Promote campaign of

computer generated pop star icon, promote Toyota Corolla

Results: Week-over-week traffic increased 167%

EXAMPLES : TOYOTA

Used: SMS Purpose: Release mobile coupon for

coffee Results:

21% increase of in-store traffic 35% of participants surveyed said they

were more likely to buy coffee from Dunkin Donuts

17% shared the text with a friend

EXAMPLES : DUNKIN DONUTS

Used: SMS Purpose: Instantly redeem codes on

packaging for prizes Results: 25% response rate

EXAMPLES : MCDONALD’S

Used: Mobile Commerce, Mobile Visual Search

Purpose: Create a mobile app that draws information from the website in real time; ability to scan barcodes

Results: Increased access for shoppers

EXAMPLES : AMAZON

HOW TO START/EVOLVE WITH MOBILE

Develop a Mobile Marketing Strategy

Align yourself with a Mobile partner

Embrace the power of Social Media

Use mobile analytics to your advantage

Research emerging technologies and trends

Become a Mobile Marketing GURU

EVOLVE WITH MOBILE

KEY TAKE-AWAYS

KEY TAKE AWAYS

• Mobile Marketing is here to stay

• Mobile Marketing is personal, intimate, direct and ACTIONABLE.

• Think mobile behavior, not mobile technology!

• Don’t get caught up in the “latest and greatest”

• Iterate & Have Fun!

Lauren DavisPrincipal, Alkali Marketinglauren@alkalimarketing.com

QUESTIONS

Marcus TurnerCTO, Atomic AxisTM

marcus.turner@atomicaxis.com

•Mobile Marketing•Mobile App Development•Mobile Strategy•Mobile Web Design•Mobile Learning

www.AtomicAxis.com

info@AtomicAxis.com

1.866.200.6650