mobile marketing

Integrating Mobile Apps into Business and Marketing StrategyIntegrating Mobile Apps into Business and Marketing StrategyPresented By Jody Haneke, President Haneke DesignAMA Tampa Bay. December 10, 2009

AgendaAgenda

• Introduction• Overview of Mobile Marketing• A brief history• Today’s Mobile Marketing Toolkit• Integrating Mobile Apps• Conclusion

• Introduction• Overview of Mobile Marketing• A brief history• Today’s Mobile Marketing Toolkit• Integrating Mobile Apps• Conclusion

IntroductionIntroduction

• Haneke Design• Interactive Design Agency• Founded in 2002• Mobile User Experience

Design• Clients include:

• Advertising Agencies• Consumer Brand and

Retailers• Technology Providers

Overview of Mobile MarketingOverview of Mobile Marketing

Mobile Marketing is a set of practices that enables organizations to communicate and engage with their audience in an interactive and relevant manner through any mobile device or network.

MMA (Mobile Marketing Association) Revised Definition November 17, 2009

Overview of Mobile MarketingOverview of Mobile Marketing

The seven mass media in order of their introduction are:

1. Print from the late 1400s2. Recordings from the late 1800s3. Cinema from about 19004. Radio from about 19105. Television from about 19506. Internet from about 19907. Mobile phones from about 2000

A Brief HistoryA Brief History

• 1990’s• User Customization

• Ringtones• Wallpapers

• Carriers sold content through their WAP Deck• Licensed branded

A Brief HistoryA Brief History

• 2000 – Present Day• SMS/MMS Campaigns• Mobile Couponing• Sweepstakes• IVR (Interactive Voice Response)

Today’s Mobile Marketing ToolkitToday’s Mobile Marketing Toolkit

• Messaging Solutions• Mobile Applications

• iPhone• Android• Palm• Blackberry

Integrating Mobile Apps > RetailIntegrating Mobile Apps > Retail

• Retail: Situation Summary

• Some 19% of Americans will use their mobile devices for shopping this holiday season

• For young consumers: 39% of those 18 to 29 say they’ll use their phones to:• Find store locations• Obtain coupons and sales information• Research products and prices

• One-quarter of all who plan to use their phones to shop will actually make the purchase on their device

(Jayne O’Donnell, USA Today, When Shopping, they’ll phone it in.)


• Retail: Mobile Innovations

• Red Laser iPhone Application• Automatically detects a

barcode on consumer goods using the iPhone built-in camera

• Searches Amazon and Google Product Search for the top online prices for that item


• Retail: Mobile Innovations

• The eBay iPhone app has driven over $400 million in volume for eBay

• Amazon Mobile allows user to use existing Amazon account to purchase items and manage their account• Allows the mobile user to access

features such as:• Wish lists• Payment and shipping settings• Order history


• Retail: Conclusions

• Embrace the mobile user by providing mobile web content and applications

• Create messaging programs that drive interest in new products with additional information provided through mobile web experiences

• Provide outstanding customer services at retail locations

• Consumers are looking for information and assistance in their buying decisions

Integrating Mobile Apps > AdvertisingIntegrating Mobile Apps > Advertising

• Advertising; Situation Summary

• Mobile advertising, simply stated, refers to the practice of placing a marketing message or a call- to-action within any of the many media paths of the mobile channel.

• The total number of mobile web users grew past the total number of desktop computer based internet users for the first time in 2008

(source: International Telecommunications Union, Oct 2009)


• Advertising: Mobile Innovations

• Google Acquires AdMob For $750 Million• AdMob is a mobile advertising marketplace that

connects advertisers with mobile publishers• AdMob recently launched a new product AdMonitor

• Shows live data of who is viewing mobile ads around the world

• The product is a mashup with Google Maps• Provides stats like what phone people are using

and what network they are with



• Branded Apps in mobile advertising• Offer special promotions• Drive customer loyalty programs• Many television shows have created branded apps such as:

• American idol• Food network• Discovery channel

• In-application advertising possible with this model• Example: Williams Sonoma advertising within the Food Network

application.• Advertising could be informational video content. Advertorial

approach.


• Advertising: Conclusions

• Mobile advertising should be considered a key part of an overall marketing plan.

• There are many types of mobile advertising possibilities.

• Be sure to capitalize on all the available analytics and tracking that can be provided.

Integrating Mobile Apps > EntertainmentIntegrating Mobile Apps > Entertainment

• Entertainment: Situation Overview

• Advergaming is the practice of using video games to advertise a product, organization or viewpoint.

• The term "advergames" was coined in January 2000 by Anthony Giallourakis,

• It has been applied to various free online games commissioned by major companies.

http://en.wikipedia.org/wiki/Advergaming


• Entertainment: Mobile Innovations

• AdAge today: "Volkswagen of America is launching the newest-generation GTI exclusively on an iPhone app.”

• The entire launch budget for the new model is estimated $500K instead of the customary $60M

• Reskinned Racing Game. (Real Racing is currently in the top 10 racing games in the app store.)

• “Winners Circle" goes to the leader-board website (apparently, VW is giving away six cars to best players).

• Select and drive the car.• "Find a Dealer"

(http://adverlab.blogspot.com/2009/10/vw-to-launch-new-model-with-iphone.html)


• Entertainment: Mobile Innovations

• Reebok iSprint• Run the 100m using your fingers• Global scoring system to see how

you rate internationally• Two player Bluetooth head-to-

head mode• After each race a geo targeted,

full-screen ad displays• Ad provides offers and additional

product content


• Entertainment: Conclusions

• Innovation is key• The Apple iPhone is an enjoyable, fun device• Users want to engage with apps that have

entertainment value• Sky is the limit as far as ideas for brands and

agencies

Integrating Mobile Apps > Social NetworkingIntegrating Mobile Apps > Social Networking

• Social Networking: Situation Summary

• There are more than 65 million active users currently accessing Facebook through their mobile devices.

• People that use Facebook on their mobile devices are almost 50% more active on Facebook than non-mobile users.

• There are more than 180 mobile operators in 60 countries working to deploy and promote Facebook mobile products

(http://www.facebook.com/press/info.php?statistics)


• Social Networking: Mobile Innovations

• Latest version of Facebook iPhone application allows for things like video uploads.

• TweetDeck for iPhone provides the ability to view and update Twitter and Facebook accounts, direct from your iPhone.• Geolocation allows you to create

columns from tweets in your immediate area

• Sync existing TweetDeck columns between your desktop and iPhone.


• Social Networking: Conclusions

• Engage in social networking in order to have a dialog with the mobile user

Integrating Mobile Apps > Wall StreetIntegrating Mobile Apps > Wall Street

• Wall Street: Situation Summary

• Mad Money’s Mobile Internet Index• “Buy the stocks in his Mobile Internet Index, which

he thinks are poised for “titanic multiyear gains.”

(Tom Brennan, http://www.cnbc.com/id/32375663)


• Wall Street: Mobile Innovations

• Google• Apple• Research in Motion• Palm• ADC Telecom• Starent Networks• Cisco Systems• Ciena• Tellabs• Tekelec• Commscope• Qualcomm• Broadcom• RF Micro Devices• Skyworks Solutions• On Semiconductor• Cypress Semi• Tessera Tech• SanDisk• NetLogic• Xilinix


• Wall Street: Conclusions

• Your clients and the businesses you work with are paying attention to mobile

• Advertising and media budgets are increasing for mobile

Integrating Mobile Apps > Online SearchIntegrating Mobile Apps > Online Search

• Online Search: Situation Overview

• Web searching easier with devices such as the iPhone

• The mobile user, in many cases, is searching for geo-targeted things


• Online Search: Mobile Innovations

• Google Maps for iPhone• Yelp for iPhone

• Search for businesses near you using the iPhone’s built-in location finder

• Browse reviews• Quick links to bars, cafes, restaurants,

banks, gas and service stations, and drugstores

• Quick list of nearby “Hot on Yelp” businesses

• Look up addresses and phone numbers• Detailed list of information by tapping the

image of the particular business• Narrow Searches by neighborhood,

distance, price, and what’s open now


• Online Search: Conclusions

• Mobile users are searching from their web browser as well as other 3rd party applications to find what they are looking for.

• Look for Google to increase intelligence with mobile search.

Integrating Mobile Apps > HealthcareIntegrating Mobile Apps > Healthcare

• Healthcare: Situation Summary

• Survey: 63% of physicians with smartphones use apps

(MDSearch)


• Healthcare: Mobile Innovation

• Epocrates Inc., one of the big publishers of mobile electronic medical guides, estimates that 10% of physicians in the U.S. are actively using some version of Epocrates’ software for the iPhone.

(Nick Wingfield, WSJ Blogs, Recommended by One in Ten Doctors: the iPhone)


• Healthcare: Conclusions

• Physicians, who are notoriously slow to jump on new technology, are using mobile applications.

• If this is a target audience, understand that the adoption rate is growing and that mobile can be a powerful tool to connect with this audience.

Integrating Mobile Apps > B2B CommerceIntegrating Mobile Apps > B2B Commerce

• B2B Commerce: Situation Overview

• Mobile UI (Web) and Applications are part of the evolving B2B Website

• Some B2B Customers may want to transact of their own schedule.

(Brian Walker, Forrester Research, Key Trends in B2B eCommerce)


• B2B Commerce: Mobile Innovations

• Mobile solutions help to improve customer self-service • Messaging allows for personalized alerts• Mobile websites provide access to order information• A user can use a mobile application to:

• Check order status from the manufacturer• Notifications about shipping• Engage with customer service rep. via mobile chat• Browse FAQs and product forums


• B2B Commerce: Conclusions

• Mobile B2B Commerce applications will become part of the overall customer experience

• As marketers we need to identify the areas of where we can engage the customer to drive business opportunity

Integrating Mobile Apps > BankingIntegrating Mobile Apps > Banking

• Banking: Situation Summary

• Jennifer Vos, director of Citi Mobile, Citibank's new mobile banking service, said that one-third of current Citi customers have input mobile phone numbers into the bank's alert system

• USAA bank iPhone app processes $1.5 million in check deposits since Tuesday

(moCo News http://moconews.net/article/419-1.5-million-in-checks-deposited-via-iphone-app-in-first-three-days/)


• Banking: Mobile Innovations

• USAA iPhone Application• Manage Finances• ATM Locator• Loan Calculator• Accident Assistance• Deposit@Mobile allows user to

make deposits by taking photos of both sides of a check

• Installed nearly 150,000 times (Aug 09, 3 Days Post Launch)

• BlackBerry, Palm Pre and Google version in the works


• Banking: Conclusions

• Create apps that take full advantage of built-in functionality.

• For those of us with banking and financial services clients, consider mobile for 2010 initiatives.

Integrating Mobile Apps > FundraisingIntegrating Mobile Apps > Fundraising

• Fundraising: Situation Summary

• “When the economy was this rotten in the early 1970s, charitable giving fell more than 9%, adjusted for inflation. Experts believe something like that will occur in this recession too.”

(Dan Kadlec, Time Inc, Nonprofit Squeeze: Donations Down, Volunteers Up)


• Fundraising:Mobile Innovation

• Breast Cancer Awareness iPhone Applications

• Mobile Giving Foundation


• Fundraising: Conclusions

• In these challenging times, find ways to innovate on behalf of your non-profit clients.

Integrating Mobile Apps into Business and Marketing StrategyIntegrating Mobile Apps into Business and Marketing StrategyPresented By Jody Haneke, President Haneke DesignAMA Tampa Bay. December 10, 2009

Give now to America’s Second Harvest of Tampa Bay!TXT the keyword HUNGER to 50555 to donate $5!Give now to America’s Second Harvest of Tampa Bay!TXT the keyword HUNGER to 50555 to donate $5!