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Overview of Mobile MarketingOverview of Mobile Marketing
Judd WheelerOctober 2011
How Big Is Mobile?
1.7 billion television sets
How Big Is Mobile?
2 billion Internet users
How Big Is Mobile?
1.2 billion computers(including tablets)
How Big Is Mobile?
4.9 billion combined
How Big Is Mobile?
4.9 billion combined > 5.2 billion paid subscribers
Growing TrendGrowing Trend
• Americans areAmericans are getting rid of landlines
Growing TrendGrowing Trend
• 10 States that have at least 30% of adults rely strictly on cell phones– Arkansas– Mississippi ‐ highest poverty rate at 21.9% in 2009 (Census Bureau)– Colorado– Idaho– Kentucky– Nebraska– North Dakota– Oklahoma– Oregon– Texas
Within Arms Reach 24/7
No9%
Yes91%
Morgan Stanley
ReachReach
• Cell phone penetration is 96% of the USCell phone penetration is 96% of the US population
• That means…O 87% f h U S l i i i hiOver 87% of the U.S. population is within an arm’s reach
Smartphone DemographicsSmartphone Demographics
• Income over $75 000Income over $75,000
• College graduate
/ / li• Men/women: 55/45 split
• Higher percentage African‐Americans and Hispanics than white – URBAN
• Roughly 75% of the users being between age g y g g18 and 54
Mobile ChannelsMobile Channels
• Text Messaging (SMS/MMS)Text Messaging (SMS/MMS)
• 2D Barcodes
• Mobile Web & SearchMobile Web & Search
• Advertising
• Location Based Services (LBS)• Location‐Based Services (LBS)
• Near Field Communications (NFC)
• Augmented Reality (AR)• Augmented Reality (AR)
• Apps
Text May Not Be Sexy, BUT…..Text May Not Be Sexy, BUT…..
• 90% of all text messages read within 390% of all text messages read within 3 minutes of delivery
• 95% within the 1st 15 minutes• 95% within the 1st 15 minutes
• Over 99% read by the recipient• SinglePoint Conversational Advertising
Text May Not Be Sexy, BUT…..Text May Not Be Sexy, BUT…..
• 90% of all text messages read within 3 minutes of delivery• 95% within the 1st 15 minutes• Over 99% read by the recipient
• SinglePoint Conversational Advertisingg g
• Text:– CTR 14.06% Conversion 8.22%
• Email:Email:– CTR 6.64% Conversion 1.73% (average 33% change yearly)
• Internet DisplayCTR 0 76% C i 4 43%– CTR 0.76% Conversion 4.43%
• Direct Mail– Response 1.4‐3.4% (Conversion < 1%)
• DMA 2010 Response Rate Trend Report
Text May Not Be Sexy, BUT…..Text May Not Be Sexy, BUT…..
• Redeemed value of mobile couponsRedeemed value of mobile coupons– 24% higher than Internet and e‐mail coupons
Nearly 50% higher than paper coupons– Nearly 50% higher than paper coupons
SMS AppealSMS Appeal
• Short convenient formatShort convenient format
• Most effective marketing messages = Least amount of thought from the consumerLeast amount of thought from the consumer.
• Permission‐based
Text4NextText4Next
Orange County g yTransportation Authority• Simple & easy
OCTAGO• OCTAGO– Bus– Bus #– Stop #– Route #
G t t 3 i l ti• Get next 3 arrival times• Can preplan by including
time and date
Polls & PicsPolls & Pics
Courtesy of iMobilize Media
Mobile BarcodesMobile Barcodes
• 1992 – Denso‐Wave (Toyota)
30 characters 3,296 alphanumeric 1,000 characters
( y )• Additional storage capacity accommodates a variety of data beyond
numbers:– Text
Hyperlink– Hyperlink– Telephone number (Phone call)– SMS/MMS message– Email (Send message)– Contact entry (vCard or meCard)– Calendar entry (vCalendar)
QR Code by the NumbersQR Code by the Numbers
• 14 million Americans14 million Americans = 6.2% total mobile audience
comScore MobiLens study June 2011comScore MobiLens study June 2011
QR Code by the NumbersQR Code by the Numbers
• 14 million Americans14 million Americans = 6.2% total mobile audience
comScore MobiLens study June 2011comScore MobiLens study June 2011
•1200% increase second half of 2010
Mobie Identity Systems report
D l d d idD l d d idDeals, ads and a videoDeals, ads and a video7,581 web site visits (90 days)7,581 web site visits (90 days)
SnapTagSnapTag
• Send MMS – feature phonesSend MMS feature phones
• Scan with app
Don’tDon t
• Don’t distribute a mobile barcode withoutDon t distribute a mobile barcode without thoroughly testing it
• Don’t link to a• Don t link to a generic webpage
D ’ li k• Don’t link to a webpage that i ’ bil f i dlisn’t mobile‐friendly
Retail Mobile WebRetail Mobile Web
Mobile enabled retail web site
• 54% consumers would shop directly from barcodes in
i
Mobile‐enabled retail web site
magazines• 12% of retailers offered it Have
Not40%
• Must break away from traditional channelsE b l ti
Have60%
40%
• Embrace evolution, prepare for future demands OR be left behind
60%
Marks & Spencer (UK)Marks & Spencer (UK)
• 1.2m unique visitors in first 6 months
• Over 10m page views• More than 13 000 orders• More than 13,000 orders
from site since launch• The most popular handsets:
i il iPh dprimarily iPhones and secondarily Android devices
• 24,000 products purchased range from wide screen TV’s to sofas and clothes
More browser phones than PCs
SearchSearch
iAdiAd• Belgium’s first company to launch iPhone App
• First iAd used in newspapers and magazines
• Ends with product demo (can download)Ends with product demo (can download)
Mobile AdvertisingMobile Advertising
• Opportunity to reach consumers improvingp g
• Mobile ads performMobile ads perform 5 times better than Internet adsInternet ads
Mobile AdvertisingMobile Advertising
• FragmentedFragmented– Over 10 ad networks in U.S. alone– Players like inMobi, AdMob (Google), iAd (Apple), y , ( g ), ( pp ),Microsoft Mobile Advertising, Millennial Media, Greystripe… (none dominate)
• Types of networks– Blind (largest) ‐ awareness– Premium Blind ‐ action– Premium ‐ conversion
Real World Gaming RewardsReal World Gaming Rewards
Kii SDK• Kiip SDK– Rewards in‐gameachievements on mobileachievements on mobilegames with real life rewards
– Raising a level or high score– Rewards based on gamedemographics
• Tap Me• Tap.Me– Redbox ads– Future real‐world rewards– Future real‐world rewards
Location‐Based ServiceLocation Based Service
10,000,000
• Check in
• Find friends• Find friends
• Share on social networks (FREE word of mouth)
• Unlock rewards
Shopkick (Proximity Marketing)Shopkick (Proximity Marketing)
ShopAlertsShopAlerts
• Works with any phoneWorks with any phone (no GPS)
• Opt‐inp
• SMS, Facebook, Twitter, web, in‐store signageg g
• Geo‐fences based off cell towers
SCVNGR – Buffalo Wild WingsSCVNGR Buffalo Wild Wings
• Go placesp• Do challenges• Earn points
• 720 locations12 week campaign12‐week campaign (March Madness)
• Media & customer engagement
• Improve customer return rate – drive revenuerate – drive revenue
Turn Watching Games into a GAMETurn Watching Games into a GAME
• Take pics of friends, p ,sauciest wing in the basket, fans of rival teams crowd going wildteams, crowd going wild…
• Rewards for completed challenges included: – $5 off (3 points), – a free Coca‐Cola (20
points) and – free wings (30 points)
• Could share to Facebook& Twitter& Twitter
ResultsResults
• Players generated 20,000+ challenges
• There were 184,000 unique players
• 1 in 3 players returned to play again
• On average, users completed 7 challenges
• 100 million social impressions via Facebook and Twitter.
O l 90• On average, a player spent 90 seconds per challenge, meaning that BWW saw the equivalent of 3.6 years of brand engagement in its locations g gduring the campaign.
Now has an established database of l f184,000 people for its next campaign
Near Field CommunicationNear Field Communication
• Subset of RFID
• 150,000 NFC (+24,000)6 illi t diti l• 6 million traditional
Crone Consulting
NFC PredictionsNFC Predictions
• Chip makers predict 40‐50 million NFC phonesChip makers predict 40 50 million NFC phones by 2011
• ~300 million phones worldwide (20%) phones• ~300 million phones worldwide (20%) phones with NFC by 2014 (Juniper Research)
30% f ll bil h ld id ill b• 30% of all mobile phones worldwide will be NFC enabled in 2015 (HIS research)
People Aren’t WaitingPeople Aren t Waiting
Digital Signage + NFC = mTAGDigital Signage + NFC mTAG
• CafesCafes
• Health clubs
• AirportsAirports
• Airplanes
• Pharmacies• Pharmacies
• Casinos
Other ExamplesOther Examples
• Purchase rail, metro, airline, movie, concert orPurchase rail, metro, airline, movie, concert or event tickets
• Boarding passBoarding pass• Coupons• Tour guide (AV presentation)• Tour guide (AV presentation)• ID card (students, employee, medical)K d ( h ffi )• Keycard (car, house, office)
• Rental car and hotel keys
Augmented RealityAugmented Reality• Yelp
S t t
• Zagat RETINAC i t t & i t ll– See restaurants
– Click to get ratings and reviews
– Can interact & virtually walk down the street
– Click to get full review gand details
• Create your own AR worldworld
• Open platform• 1.4M active users1.4M active users • Bring digital into reality
QderoPateo Communications (QPC)QderoPateo Communications (QPC)• Articulated Naturality Web• Typical AR “flat”Typical AR flat• Break barrier of laptop/desktop – convenience of mobile• Weather, museum, hotel, commercial real estate
PSV ConceptPSV Concept
Apps (June 2011)Apps (June 2011)Ave Price: $3.64
Over 7 TBFree, 36%
Pay, 64%64%
$891,982.24
Apps Dirty Little SecretApps Dirty Little Secret
Average: 60 apps downloaded to iPhone or iPad
Paid Free
Average: 60 apps downloaded to iPhone or iPad
• 30% first downloaded
• 5% by day 21
b d
• 20% first downloaded
• 5% by day 25
b d• 1% by day 90 • 1% by day 90
Socialize Inc.
And/OR
+OR
=
IKEA 2010 Interactive CatalogIKEA 2010 Interactive Catalog• Place furniture
– 40 pieces
• Results– PR40 pieces
– Use camera, move, resize, take a picture
Di t l
PR
– WOM
– High downloads
• Discover style– Thru quizzes
North Face (China)North Face (China)• Stake virtual claim
Li k b &
• > 2 million unique visitors to web• Live score kept on web &
outdoor electronic board
• 18 days
web
• > 651,000 red flags planted
• Champion > 4,00018 days Champion 4,000
McDonald’s Interactive BillboardMcDonald s Interactive Billboard
• Photo Catch– Using cell phone camera– Get one free
• Pick & Play– No app– picknplay se– picknplay.se– Geo‐location– Play on big screen in real‐time
– Last 30 sec get digital coupon w/directionsp /
Cometto Ice Cream (Turkey)Cometto Ice Cream (Turkey)= Word of mouth
B d
• 2 weeks / 2 hours a day
3 illi i i = Brand awareness
Collect 3 ice cream in 45 sec & win
• 3 million unique views
• 3,500 playerswin
“Put your best people on mobile ”people on mobile.
Where in the WorldhAre the Innovations Happening?
• One or two strong innovative companies thatOne or two strong innovative companies that can lead tech change
• Government backing• Government backing
• Consumer willingness to embrace new mobile htech
• Shortage of payment methods or existing NFC systems
October 27 2011October 27, 2011Center for Creativity
http://artofmobile.mobiletulsa.org
Questions?Questions?
Overview of Mobile Marketing
Judd WheelerOctober 2011
jwheeler@comm‐arts.com(918) 493‐5700(9 8) 93 5 00