integrating digital marketing across channels

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Page 1: Integrating Digital Marketing Across Channels
Page 2: Integrating Digital Marketing Across Channels

Loyola University Short Code Management Integrating Digital Marketing Across Channels

Joel Morrow CEO

Mobile Fusion

mobile-fusion.com [email protected]

303.980.4900 office 303.949.2298 mobile

@Mobile_Fusion #DMA2011

Page 3: Integrating Digital Marketing Across Channels

Bio

© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | [email protected] 3

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.

Page 4: Integrating Digital Marketing Across Channels

Mobile Fusion is a leading digital marketing agency Agenda

© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | [email protected] 4

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

Page 5: Integrating Digital Marketing Across Channels

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

© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | [email protected] 5

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

affinity and sales. 2. Marketing programs: Mobile | Social Media | Website | Multichannel | Email | In-Store

Page 6: Integrating Digital Marketing Across Channels

Mobile Fusion is a leading digital marketing agency

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

© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | [email protected]

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Page 7: Integrating Digital Marketing Across Channels

Dumb Mistake to Avoid: QR Codes

© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | [email protected] 7

Page 8: Integrating Digital Marketing Across Channels

Best Practice: Connect Offline to Online…

©  2008-­‐2010  Mobile  Fusion  |  All  Rights  Reserved  |  Confiden=al  |  mobile-­‐fusion.com  |  720.963.8000  |  800.431.8556  |  info@mobile-­‐fusion.com  

Page 9: Integrating Digital Marketing Across Channels

…from web to social media…

©  2008-­‐2010  Mobile  Fusion  |  All  Rights  Reserved  |  Confiden=al  |  mobile-­‐fusion.com  |  720.963.8000  |  800.431.8556  |  info@mobile-­‐fusion.com  

Page 10: Integrating Digital Marketing Across Channels

…to deliver coupons on the mobile phone...

©  2008-­‐2010  Mobile  Fusion  |  All  Rights  Reserved  |  Confiden=al  |  mobile-­‐fusion.com  |  720.963.8000  |  800.431.8556  |  info@mobile-­‐fusion.com  

Page 11: Integrating Digital Marketing Across Channels

… and drive World of Mouth Marketing.

©  2008-­‐2010  Mobile  Fusion  |  All  Rights  Reserved  |  Confiden=al  |  mobile-­‐fusion.com  |  720.963.8000  |  800.431.8556  |  info@mobile-­‐fusion.com  

Page 12: Integrating Digital Marketing Across Channels

Poll Question

© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | [email protected] 12

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

Page 13: Integrating Digital Marketing Across Channels

Poll Question

© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | [email protected] 13

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

Source: Facebook, May, 2011.

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

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On your computer or mobile phone…

© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | [email protected] 15

Page 16: Integrating Digital Marketing Across Channels

Connect with friends…

© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | [email protected] 16

Page 17: Integrating Digital Marketing Across Channels

Results: Vail’s EpicMix First Year

© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | [email protected] 17

•  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.

Page 18: Integrating Digital Marketing Across Channels

Integrate Across Channels

© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | [email protected] 18

Email

Desktop Website

Signage

Facebook Post

Mobile Website

Text Message

Page 19: Integrating Digital Marketing Across Channels

Mobile Fusion is a leading digital marketing agency

Increase response rates by adding mobile to traditional marketing

© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | [email protected] 19

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

Page 20: Integrating Digital Marketing Across Channels

PizzaHut.com/Apps

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©  2008-­‐2010  Mobile  Fusion  |  All  Rights  Reserved  |  Confiden=al  |  mobile-­‐fusion.com  |  720.963.8000  |  800.431.8556  |  info@mobile-­‐fusion.com  

Page 21: Integrating Digital Marketing Across Channels

Poll Question

© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | [email protected] 21

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

Page 22: Integrating Digital Marketing Across Channels

Poll Question

© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | [email protected] 22

• 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.”

Page 23: Integrating Digital Marketing Across Channels

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

© 2008-2010 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | [email protected] 23

Page 24: Integrating Digital Marketing Across Channels

Lightly Engaging Conversations Are Key …

© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | [email protected] 24

Page 25: Integrating Digital Marketing Across Channels

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

© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | [email protected] 25

Page 26: Integrating Digital Marketing Across Channels

….drive word of mouth advertising.

© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | [email protected] 26

Published to fan’s Facebook network.

Page 27: Integrating Digital Marketing Across Channels

Mobile Fusion is a leading digital marketing agency

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

© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | [email protected]

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Awareness | Research TV | print | social | mobile

Shopping  |  Engage  QR  code|  search/PPC  |  Facebook  

Purchase  (store  |  web  |  phone)  

Post-­‐purchase  support    +  Cross-­‐sell  

Brand  

Advocate  

Page 28: Integrating Digital Marketing Across Channels

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

© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | [email protected] 28

Page 29: Integrating Digital Marketing Across Channels

Build Email and Mobile Databases

© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | [email protected] 29

Page 30: Integrating Digital Marketing Across Channels

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

© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | [email protected] 30

© 2008-2010 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | [email protected] 30

EdibleArrangements.com

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

(11x higher than email’s 0.15%)

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Though  mobile  video,  create  brand  believers  

©  2008-­‐2010  Mobile  Fusion  |  All  Rights  Reserved  |  Confiden=al  |  mobile-­‐fusion.com  |  720.963.8000  |  800.431.8556  |  info@mobile-­‐fusion.com  

Page 32: Integrating Digital Marketing Across Channels

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

©  2008-­‐2010  Mobile  Fusion  |  All  Rights  Reserved  |  Confiden=al  |  mobile-­‐fusion.com  |  720.963.8000  |  800.431.8556  |  info@mobile-­‐fusion.com  

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

Smartphone  

Page 33: Integrating Digital Marketing Across Channels

Proposed Solution Digital Marketing RoadmapTM

© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | [email protected] 33

Page 34: Integrating Digital Marketing Across Channels

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

© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | [email protected] 34

Page 35: Integrating Digital Marketing Across Channels

Digital Marketing Roadmap

© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | [email protected]

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

Joel Morrow CEO

Mobile Fusion

mobile-fusion.com [email protected]

303.980.4900 office

Page 36: Integrating Digital Marketing Across Channels

Top 3 Free / Low-Cost Ideas

© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | [email protected] 36

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.

Page 37: Integrating Digital Marketing Across Channels

Conclusion: Why multichannel should be a priority

© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | [email protected] 37

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

outside your company

Page 38: Integrating Digital Marketing Across Channels

Questions

© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | [email protected] 38

Joel Morrow CEO

Mobile Fusion

mobile-fusion.com [email protected]

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

Page 39: Integrating Digital Marketing Across Channels

Proposed Solution Appendix

© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | [email protected] 39

Page 40: Integrating Digital Marketing Across Channels

Mobile Fusion is a leading digital marketing agency Social Media Stats

© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | [email protected]

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•  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  

Page 41: Integrating Digital Marketing Across Channels

Mobile Fusion is a leading digital marketing agency Mobile Stats

© 2011 Mobile Fusion | All Rights Reserved | Confidential | mobile-fusion.com | 720.963.8000 | [email protected]

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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.