WHAT IS MOBILE MARKETING?
Mobile marketing is marketing on or with a mobile device, such as a cell phone.
Mobile marketing can be defined as “the use of the mobile medium as a means
of marketing communication” or the “distribution of any kind of promotional or
advertising messages to customer through wireless networks”.
TIMELINE
Middle Ages: "Town criers" – young boys who run through the streets shouting messages to all – are
commonly hired to broadcast announcements.
19th century: Traveling salesmen hawk wares from household gadgets to tonic cures from brightly painted
covered wagons.
1876: Bell introduces the telephone at the Centennial Exposition in Philadelphia. By 1886, there are
more than 150,000 telephones in the United States.
1993: First mobile phone capable of sending and receiving text is introduced.
1999: SMS messages can now be sent between users on different wireless providers.
2003: First commercial mobile SMS service launches.
2007: Apple releases the iPhone in the United States.
2007: The number of active SMS users worldwide reaches 2.4 billion.
2007: Number of average U.S. text messages per month (218) exceeds the average U.S. phone calls per
month (213).
2011: 40 percent of U.S. mobile users report that they regularly use mobile devices to browse the
Internet.
2011: Mobile platforms consume more than $14 billion worth of media, including $9.3 billion worth of
music alone.
MOBILE MARKETING USES
•
Generate New Leads
•
Increase Revenues
•
Connect With Customers
•
Direct and Highly Personal
•
Instant Message Delivery
•
It’s Measurable
•
It is Affordable
•
High Exposure Rate
•
It’s Growing Quickly
•
Your Competitors are
MOBILE MARKETING TACTICS
MOBILE MARKETING TACTICS YOU USE
TODAY
KEY CONCEPTS
1.
Simple beats pretty - Standards are evolving in mobile email software but not settled yet in any comfortable,
normalized way. Consider sending simply styled emails consisting mostly of text to ensure you get your
message across.
2.
Be brief - On mobile devices, displays are small and each line is precious real estate. Get your message to
your customers as quickly in the email as possible even if it means forgoing fancy header graphics.
3.
Mobile is highly local - We use our mobile devices all the time to navigate throughout the physical world:
Where’s the closest parking garage? What’s the best breakfast place around here? Where can I post this
package for my nephew?
4.
Mobile search is focused and timely - This difference in time to purchase has very real implications in any
marketing seeking conversions. Mobile users are looking for information or assistance to help them make
decisions literally right at the point of sale.
5.
Make it easy to share the love - Your marketing requires a clean and consistent URL structure that people
can use and share. Links are the currency you need to invest in for social media success on mobile.
6.
Mobile searchers make mistakes - It’s unsurprising that mobile searchers are more prone to misspellings
when compared to desktop searches.
7.
Optimize your UX for mobile - Don't make finding information your customer's problem by forcing them to
pinch, zoom, and squint their way through your site on their phone.
SUCCESSFUL BUSINESSES
The American Red Cross
The History Channel
McDonald's
AMERICAN RED CROSS
When mobile phone users texted HAITI to 90999, they donated $10 to the American
Red Cross. More than 3 million people gave to the campaign, 20,000 of whom
opted in to receive ongoing email communications. The organization was able to
generate more than $32 million in donations during the life of the campaign.
What’s even more impressive was that 95 percent of the participants were first-time
donors. That means the American Red Cross engaged with 2,850,000 new
“customers,” who had never donated to the organization before. You can imagine
the impact that had, and will have for many years to come.
The key takeaway from the American Red Cross campaign is that SMS can be used as
a marketing tool as well as an operational tool.
THE HISTORY CHANNEL
Foursquare has more than 11 million members, and has generated more than 400
million check-ins, including one from space. The History Channel recognized that
foursquare check-ins provided the network a way to connect with potential
viewers, so it created tips on foursquare that share historical facts with users
when they check in to a particular location.
For example, when users check in to a location near Skylight Studios in New York City,
they’re informed that they’re near the location where the world’s first Otis Elevator
was sold in 1853. By engaging people with facts about local landmarks, the
History Channel was able to stay connected to both lovers of history and lovers of
History
MCDONALD'S
McDonald’s has been leading the way in the mobile advertising space.
The fast food giant continually turns to the medium when it needs to promote new
products.
The company sponsored Us Magazine’s Hot Pics section within the publisher’s mobile
site. The mobile ads promote the new McDonald’s Blueberry Banana Nut
Oatmeal.
When consumers tapped on the ad they were taken to a mobile landing page where
they could learn more about the fast food giant’s new breakfast item, as well as
find the nearest McDonald’s location to try it out.
What was great about the campaign was that it took advantage of the device’s GPSenabled technology and helped users locate the nearest McDonald’s location.
UNIQUE MOBILE MARKETING CAMPAIGNS
Universal Pictures
Lynx
UNIVERSAL PICTURES
The Universal mobile advertising campaign
incorporated social media such as
Facebook, Twitter and Pinterest.
When consumers tapped on the ad, they
were redirected to a mobile landing
page that let them learn more about
the film, watch videos and browse the
gallery.
What set the mobile ad apart from
Universal’s previous ones is how the
company really ramped up its social
efforts.
For example, there were Facebook, Twitter,
Pinterest and Flipboard tabs within
the mobile ad. This let consumers
further engage with the company on
many aspects.
LYNX
A fun campaign from Axe in Uruguay here
(more commonly known as Lynx), that
used mobile marketing in a new way
to engage their consumers, while
keeping it completely in line with their
male target audience and their cheeky
approach to advertising. They ran a
print ad that had certain parts missing
from the image, in a teaser for their
fans. It ran with the instruction to text
‘Axe’ to a particular number after
9pm.
A brilliant, fun campaign from Lynx here
that talks to their target audience
perfectly. It also shows a slightly
different way of using mobile
technology, requiring users to engage
with you just to see more of an ad,
which is pretty impressive for any
brand.
BENEFITS TO MOBILE MARKETING
•
Immediacy
• Mobile campaigns are easy to create and execute; messages are delivered to recipients within seconds.
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Affordability
• No need to pay for postage, printing or air time, just a nominal per text message fee; prices are very
modest and they decrease as volume increases.
•
Distribution
• Reach out to people all over the world. Delivery is almost always guaranteed, unlike email, direct mail,
and other forms of advertising.
•
Response Rate/Effectiveness
• The average response rate is approximately 15%, versus 2 – 3% for other advertising mediums such as
direct mail.
•
Personal /Targeted
• Content is targeted to individuals who have opted to receive them; the medium provides the ability to
customize the brand message to a diversified audience.
•
Mobility/Reachability
• Messages reach recipients wherever they are. No need to be by a TV, radio, computer, or mailbox;
phones are within our reach 80% of every day.
BENEFITS TO MOBILE MARKETING
•
Interactivity
•
Provides the ability to reach customers ‘on-the-go’ and create highly effective two-way
communication.
•
Marketing Campaign Integration
•
Provides the ability to integrate new, innovative forms of advertising/promotion with existing
strategies to enhance their interactivity and impact.
•
Quantifiable
•
Campaign results can be tracked thru downloads, page visits, customer opt-ins, and a variety of other
methods as well dependent upon the mobile marketing method being utilized.
•
WOW Factor
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The mobile marketing medium is still so new the largest percentage of potential customers have not
yet seen it firsthand, this allows your firm to establish itself as a leader in your industry and insures
your messages will achieve higher impact with their target audiences.
•
Viral Potential
•
The ease with which mobile marketing messages can be shared increases the potential for your
message to be shared with new audiences/potential customers at no cost to you.
INTERESTING MOBILE MARKETING FACTS
9 Amazing Mobile Marketing Statistics
1. The growth of the iPhone was 10 times faster than the growth of America Online.
2. It takes 26 hours for the average person to report a lost wallet. It takes 68 minutes for
them to report a lost phone.
3. There are 6.8 billion people on the planet. 5.1 billion of them own a cell phone, but only
4.2 billion own a toothbrush.
4. In some countries, there are more mobile subscriptions than there are people.
5. It takes 90 minutes for the average person to respond to an email. It takes 90 seconds
for the average person to respond to a text message.
6. 70% of all mobile searches result in action within 1 hour.
7. Mobile coupons get 10 times the redemption rate of traditional coupons.
8. There are more mobile phones on the planet than there are TVs.
9. 91% of all U.S. citizens have their mobile device within reach 24/7.
SOURCES
What is Mobile Marketing?
http://en.wikipedia.org/wiki/Mobile_marketing
TimeLine
http://www.eztexting.com/sms-marketing-resources/tips-tricks-articles/history-mobile-marketing.html
Statistics Charts
http://econsultancy.com/us/blog/11198-mobile-marketing-mainly-used-for-customer-acquisition-report
Key Concepts
http://econsultancy.com/us/blog/9626-seven-best-practice-tips-for-mobile-marketers
Universal Pictures
http://www.mobilemarketer.com/cms/news/advertising/13241.html
Lynx
http://www.simplyzesty.com/mobile/5-stunning-mobile-marketing-campaigns/
SOURCES PART 2
American Red Cross and History Channel
http://60secondmarketer.com/blog/2012/09/11/mobile-marketing-case-studies/
McDonald’s
http://www.mobilemarketer.com/cms/news/advertising/13241.html
Benefits to Mobile Marketing
http://strategicmktgconcepts.wordpress.com/2009/06/23/11-benefits-of-using-mobilemarketing-to-grow-your-business/
Interesting Mobile Marketing Facts
http://blog.hubspot.com/blog/tabid/6307/bid/24082/9-Amazing-Mobile-MarketingStatistics-Every-Marketer-Should-Know.aspx
Mobile Marketing Uses
http://www.yepmobile.com/why-mobile-marketing/