DO’S AND DON’TS OF MOBILE MARKETING Cory Firth & Dayna Scott

WHAT IS MOBILE MARKETING?

Mobile Marketing involves communicating with the consumer via cellular (mobile) device, either to send a simple marketing message, to introduce them to a new audience participation-based campaign or to allow them to visit a mobile website

Mobile connectivity not only enables people to connect to the internet via a cellular telephone, PDA or other gadget, but also consolidates the different communication channels in a simple, yet effective medium.

Cheaper than traditional means for both the consumer and the marketer – and easy enough for almost any age group to understand and engage with – Mobile Marketing really is a streamlined version of traditional eMarketing

SOURCE: http://www.quirk.biz/resources/mobile101/281/What-is-Mobile-Marketing

BENEFITS

Generate immediate response Measurable Response Rate Cost Effective Reach Interactive Viral Potential Mobile is always on Mobile is carried

MOBILE MARKETING TOOLS: HOW THEY’RE USED

SMS Text Messaging Location Based / Geotagging QR Codes Near Field Communicatoins

SMS TEXT MESSAGING

Short message service are often used in direct marketing campaigns

SMS Marketing involves collecting #’s through customer opt-in

Mobile Marketing Association guidelines

LOCATION BASED/GEOTAGGING

The process of assigning Geographical information metadata called geo-tags to various mobile media – Pictures, video, websites etc.

Used in popular applications like Facebook Places and Foursquare

Marketers LOVE geotagging – interaction, geographic trends, behaviour and incentives

QR CODES

Quick Response Code – First used in the automotive industry - Toyota

Sharing Engagement Codes can be used for nearly anything

NEAR FIELD COMMUNICATION

Allows for simplified transactions, data exchange, and wireless connections between two devices

http://www.youtube.com/watch?v=5s9wYEkRAgs&feature=player_embedded

DO

Define what you want to accomplish Decide on marketing tactics Keep your message consistent Follow privacy practices Keep it simple Know what devices your consumers use Know your demographic Know your geographic Add value Reward

DON’T

Assume customers have downloaded your app Make finding store locations and hours difficult Forget the U in URL (universal) Believe the media Assume

MOBILE DONE RIGHT

Macy’s Backstage Pass QR Code

http://youtu.be/ZMYIrQ3Wy80

SUMMARY

Mobile marketing is still developing Key’s to a successful campaign:

Keep it consistent

Incorporate an incentive

Engage with the brand

DON’T ASSUME