istrategy chicago 2010 - effectively integrating mobile marketing
TRANSCRIPT
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Effectively Integrating Mobile Marketing
Why You Should be Integrating Mobile at the Start of a Marketing Campaign
Presented by Ryan Unger (@ryanunger) of Punchkick Interactive (@punchkickmobile)
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Punchkick Interactive Helps Brands Use Personalized Communication to Inspire Trust
Headquartered in Chicago, IL Our work is featured in:
Mobile Web Design by Cameron Moll Mobile Marke0ng Handbook
by Kim Dushinski The NEW Launch Plan by Joan Schneider and
Julie Hall
Founded 2006 Award-winning services:
Text-message campaign management Mobile Web site design Custom App development Mobile-media planning
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Session Goals1. Understand the importance of integrated mobile campaigns2. Clarify the scope of mobile markeOng3. Learn how to create consumer engagement,
and re-engagement4. Understand the value of mobile analyOcs5. Discuss what not to do in mobile markeOng6. Learn how to idenOfy a good mobile partner7. IdenOfy basic steps you can take today to strengthen a future
mobile eort
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The Importance of Mobile Integration
More than 4.6 billion phones globally (Feb 2010)
More than 62% of BlackBerry owners would give up their wallet over their BlackBerry
Its arguably the most personal gadget on the planet
1.65
3.30
4.95
6.60
People Mobile Phones Credit Cards Motor Vehicles
0.6 B1.5 B
4.6 B
6.6 B
Billions
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How Important is Mobile... Really?
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Tac$cs to Consider for your Mobile Strategy SMS and MMS Mobile-opOmized Web Sites (WAP sites) Apps (iPhone, iPad, Android, BlackBerry, etc.) Mobile media planning and promoOon Mobile search markeOng and social integraOon Experimental technologies (A.R., I.R., Q.R., Bluetooth, etc.)
A Broad Scope of Mobile Marketing Tactics
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How to Create Consumer Engagement and Re-engagementGaining Opt-Ins
IdenOfy your audience prole and opportunity: Consumer markeOng Recruitment markeOng Internal communicaOons for
employee retenOon Expanding commerce channels
Oer content of true value; Content is king
Integrate targeted call-to-acOon messaging into media
Avoiding Opt-Outs Use simple messaging that
reinforces facts Focus on quality, not quanOty
(what is the value you're providing?)
Review your metrics and adjust as needed
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Mind Reading 101
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The Value of Mobile Analytics Split test based on media or region using disOnct keywords Paint a picture to learn what consumers value Provides measurable ROI
Engagements Time-on-task IdenOfy brand evangelists
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How to Become a Superhero
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What Not to DoAlways Avoid
Anything non-MMA compliant Buying lists of contacts Misleading or deceiving
consumers in any way
May Want to Avoid Technologies with higher barriers
to entry such as QR, IR, and Bluetooth
CPM mobile media, in favor of CPC or CPD media
One-o, last-minute campaigns or mobile add-ons, in favor of a comprehensive mobile markeOng strategy
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How Many People Here Want to Hot
Wire a Light Switch?
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93%
7%
No Absolutely Not
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Identifying a Good Mobile PartnerGood Partners Include
Mobile markeOng rms that oer a full-range of mobile markeOng services
Agencies that provide tacOc-neutral strategic guidance within the mobile channel
Mobile teams that embrace the unique design and development consideraOons inherent to targeOng thousands of mobile devices
Engage a Mobile Agency Who Has experience working well with
large digital and media agencies Illustrates the importance of
understanding the audience Develops MMA-compliant
campaigns Has a record of providing ROI to
clients
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How to Get Started Today IdenOfy your clients home run ROI Research your audience and build its mobile prole Treat the mobile channel as a separate item, just like print, broadcast, and digital
Include mobile markeOng as an integrated component of your clients overall campaign strategies
Act now and keep the rst-to-market PR advantage
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Wrap UpWhat Youve learned
Who you should be targeOng What makes a mobile campaign strong or weak How to build opt-in consumer groups Why you should seek a qualied mobile partner
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Again, Why Should You Be Thinking About Mobile... Really?