Mobile Marketing
Summer 2014
Instructor:
Ed Busby
Former Chief Commerce Officer, Isis (mobile wallet)
Former Partner, BCG Media and Marketing & Sales practices
busby.ed @gmail.com
Office Hours:
Schedule via e-mail
COURSE DESCRIPTION
Digital marketing is undergoing fundamental and highly disruptive changes. Mobile is at the
epicenter of these changes. The introduction of new mobile marketing vehicles is accelerating,
though the vast majority remains sub-scale.
In the wake of this turbulence, marketers need to be aware of the evolving options available,
evaluate which are relevant to their marketing objectives and create compelling campaigns that
take advantage of the power of these new media.





Traditional mobile media: Search, display and messaging
Apps and game-based promotions: Shopping apps, sponsored apps and games (e.g.,
sweepstakes)
Location-based marketing: Location technologies evolution, geo-conquesting, QR
Codes and SmartTags, Check-in
Social marketing in mobile: Platforms (LinkedIn, Facebook)
Mobile shopping and discounts: Wallet Wars, Showrooming and comparison shopping,
and offers
The course will primarily target those students who are interested in careers in marketing, new
media, venture investing or consulting.
The course will emphasize both theory and real life applications. The readings will leverage
third party readings, original published (and unpublished) BCG research, and cutting edge work
from the World Economic Forum on data privacy. Much of the material stems from real life
"digital boot camp" materials used to train leading industry executives.
LEARNING OBJECTIVES
The course will focus on helping students evaluate and take advantage of emerging mobile ad
vehicles from multiple perspectives – marketers, agencies, consumers and "digerati." By the end
of the course, students will be able to:
1. Understand the key trends in the evolution of the mobile marketplaces
2. Be able to evaluate potential mobile vehicles from the perspective of marketers,
consumers and agencies
3. Identify the components of successful marketing campaigns using these mobile media
vehicles
COURSE MATERIALS
Required reading is Mobile Marketing by Daniel Rowles (available on Amazon). The majority
of the rest of the course material can be found online and is included in the class descriptions
below.
In addition to the specific readings, the following online resources/blogs are required reading on
a regular basis in order to keep abreast of the latest news in the new media world:
TechCrunch: http://www.techcrunch.com
Mashable: http://www.mashable.com
eMarketer http://www.emarketer.com
EVALUATION
Class Participation
Ecosystem map
Use case project
30%
30%
40%
(Individual)
(Individual)
(Study Group)
(1) Class participation
Students are expected to actively participate in the class. Students will be expected to have
informed opinions based on the required readings, their personal experiences, and their own
opinions. You don't have to be right – there are too many unknowns to be right all the time – but
you should be informed!
(2) Ecosystem map
One of the most important skills in assessing the development of new marketing media
(particularly in mobile) is to understand the ecosystem of players. During this course, we will
look at several different "ecosystem maps.” Students will be expected to put together their own
ecosystem map for the mobile shopping ecosystem. Students will come to class and exchange
their ecosystem maps in small groups to discuss "who is doing what to whom" in the space.
(3) Use case project
Students will be expected to develop their own "use cases" for mobile media based on the
concepts discussed in the course of the class.
As part of the project, students will need to:
 Create the marketing objective (e.g., broaden brand awareness, increase basket size)
 Describe the target audience (e.g., demographics, consumption patterns, device
penetration)
 Design a marketing campaign to reach the target
 Assign specific metrics to track the success of the campaign
COURSE OUTLINE
SESSION 1 (July 14th)
Module #1A: Introduction / class overview
Topics to be covered
Introduction to the class
 Class objectives
 Project description
Why mobile advertising matters
 Growth trajectory
 Problems mobile can solve for
 Barriers to growth
Technology evolution (U.S. and overseas)
Integration of marketing vehicles
Privacy and user data
Preparation


Read Mobile Marketing Chapters 1-6
Skim the IAB 2012 / 2013 1H Ad Revenue Report (understand general trends and
drivers, percent of revenue for mobile)

http://www.iab.net/media/file/IABInternetAdvertisingRevenueReportFY2012POSTED.p
df
http://www.iab.net/media/file/IABInternetAdvertisingRevenueReportHY2013FINALdoc.
pdf
Read Mary Meeker’s Internet Trends from the D11 Conference (click on full report link
at the bottom of the screen). Pay particular attention to slides #5, #7, #30-73
https://www.kpcb.com/insights/2013-internet-trends
Key questions for discussion
Assume you are a marketer for a consumer-facing company (to be selected randomly).
 Provide a one minute rationale for why you should allocate more resources to mobile
 Include a description of the typical “customer journey”
Module #1B: Mobile Campaign Planning
Topics to be covered
Key steps in defining a marketing campaign (and specifically mobile)
Defining the core objective of your campaign and how they fit with other campaigns
Measuring the success of your campaign
Learning which elements make for a good campaign brief
Key questions for discussion
Identify the campaign objectives for the company selected in module #1A
Describe a potential way to use mobile to address the campaign objectives described above
Module #1C: The Mobile Consumer and Their Journey
Topics to be covered
Determining your target market and understanding the problems you are addressing
Understanding technology trends and how they impact the target customer base
Mapping out the customer journey
Key questions for discussion
What is the customer journey for the company selected in module #1A
SESSION #2 (TBD – MAKE-UP CLASS)
Module #2A: Traditional Mobile Advertising (Search and Display)
Topics to be covered
Mobile search engine optimization
Mobile display
 How it works
 Programmatic evolution
 Targeting options
Preparation
 Read Mobile Marketing Chapter 12-13, 15
 Familiarize yourself with how online display infrastructure works as background for
mobile. The second article is a bit easier to understand but the graphics in the first are
clearer
http://www.nusparkmarketing.com/2012/10/a-tour-of-online-display-advertising-dspdmp-rtb-ad-exchanges/
http://www.kbridge.org/online-advertising-explained-dmps-ssps-dsps-and-rtb/
 Read this article in the Times that gives an overview of the evolution of mobile
advertising
http://www.nytimes.com/2012/10/29/technology/advertisers-refine-mobile-pitches-forphones-and-tablets.html
Key questions for discussion
What do you think makes for a good mobile banner ad?
 Have you ever clicked on a mobile banner ad? When is the last time?
 What would you use a mobile banner advertisement for?
How would you use traditional mobile advertising to promote a good or service (to be selected at
class)?
Module #2B: User data and Mobile
Topics to be covered
The role of data
 Definition, nomenclature and value of various types of user data (e.g., intent, behavioral,
retargeting, social)
 Technological approaches to collecting and sharing data
 Challenges in the gathering of user data
The privacy debate and implications for mobile
 Fair Information Practice Principles
 Data regulation environment
Ecosystem and likely evolution
 Current ecosystem (from online display)
 Drivers of evolution and "next generation" of user data uses
 Key challenges
Preparation
 Read Mobile Marketing chapter 18
 Read these two articles from the What They Know blog for the Wall Street Journal
http://online.wsj.com/article/SB10001424052748703940904575395073512989404.html
http://blogs.wsj.com/wtk/
 Read FTC's Fair Information Practice Principles (FIPPS)
http://itlaw.wikia.com/wiki/Fair_Information_Practice_Principles
 Check out what ads Google thinks are relevant to you at:
 https://www.google.com/settings/u/0/ads/onweb/
 Click through the BlueKai case studies to get a sense of the payback from user data
http://bluekai.com/casestudies.php
 Read up on how Target knew a teen was pregnant before her father did
http://www.nytimes.com/2012/02/19/magazine/shoppinghabits.html?pagewanted=1&_r=2&hp&
 Read about what mobile apps are collecting about you
http://www.nytimes.com/2012/10/29/technology/mobile-apps-have-a-ravenous-ability-tocollect-personal-data.html?src=recg
Key questions for discussion
How well does Google do in guessing your ad preferences?
The privacy debate
 Debate the following statement: Should online companies always be required to obtain
"opt ins" from consumers before tracking or sharing information about them (e.g.,
cookies, web beacons)
 Are you okay with what Target did? Angry Birds?
Module #2C: Mobile sites and applications
Topics to be covered
Mobile commerce and payments (online and offline) and what it means for marketers
 Ecosystem overview and economics of existing players
 Creating a consumer experience in mobile payments
 What that means for marketers
Mobile site design
Creating a mobile application
 Value proposition
 Native vs. HTML vs. hybrid
 App store dynamics
 App marketing
Preparation
 Read Mobile Marketing chapter 9-10
Key questions for discussion
How would you use a mobile application to promote a good or service (to be selected at class)
 What capabilities would you develop in the app?
 How would you market the application?
 What metrics would you use to judge the success of the app?
SESSION #3 (July 21)
Module #3A: Local ecosystem evolution
Topics to be covered
Understanding who the buyers are and where they advertise today
 Who they are: National retailers, Franchises, Small and medium business
 Where and how they buy today: Newspapers, directories, radio, local TV, direct mail
Deep dive: An approach to understanding small business needs
 Major verticals
 Segmentation approach
 Needs by segment
 Challenges in selling local advertising (aka Why digital is so darn manual)
Broader digital ecosystem evolution
 Framework to understand the ecosystem
 Overview of players in the ecosystem (e.g., SEM, Daily Deal space, check in services,
local display)
 How to create strategic advantage in the market
Preparation



Understand the decline of traditional media
http://www.economist.com/node/11413206
Participate in either a "daily deal" or "check in" special and interview a knowledgeable
person in the business to understand the following issues:
o How many of these promotions have they participated in?
o How did they decide between the various promotion options out there?
o What do the economics look like for them? Do they make money?
o What have the response rates to the deal been? How does it compare to other
advertising options?
o Will they do it again? Why or why not?
Read an overview of the Jimmy Choo "Catch a Choo" campaign
http://mashable.com/2010/04/27/foursquare-jimmy-choo/
http://fashionablymarketing.me/2010/05/catchachoo-jimmy-choo-foursquare-campaign/
Key questions for discussion
National case study discussion: Jimmy Choo "Catch a Choo" campaign
 What were the "Catch a Choo" campaign objectives?
 How successful was Jimmy Choo in achieving those objectives?
 What were the elements of the campaign that made it successful?
 How could the campaign have been improved to make it more successful?
 What lessons would you take away from this experiment for other brands?
Module #3B: Location technologies
Topics to be covered
Macro-location technologies
 How to locate a phone (handset, network approaches)
 Tradeoffs of different approaches
 Applications
Micro-location approaches
 Beacons
 WiFi
In-situ communication vehicles
 QR Codes
 NFC
Preparation
 Mobile Marketing chapters 15-16
 Familiarize yourself with how Google is obtaining location information
http://www.zdnet.com/blog/networking/how-google-and-everyone-else-gets-wi-filocation-data/1664
Key questions for discussion
What is wrong with these QR codes?
How would you use location marketing to promote a good or service (to be selected at class)?
 What type of location
 How are you going to obtain required permissions
 How will you deliver messages
Module #3C: SMS and Push Notification
Topics
Short messaging service
 Types of SMS
 Potential uses
Push notification
Preparation
 Mobile Marketing chapters 17
Key questions for discussion
How would you use SMS and Push Notification to promote a good or service (to be selected at
class)?
SESSION #4 (July 28th)
Due: Shopping Ecosystem Map
Module #4A: Mobile Payments and Wallet
Topics
Retail wallets
NFC Wallets
 Technology and how they work
 Impact of EMV regulation
 Impact of HCE
Local wallets (LevelUp)
Other wallets (PayPal)
The story of MCX
Case studies: Isis and the Starbucks Wallet
Preparation
 Familiarize yourself with Google Wallet, Isis mobile payment, and PayPal schemes
http://www.pcmag.com/article2/0,2817,2393962,00.asp
http://www.pcmag.com/article2/0,2817,2411247,00.asp
http://www.pcmag.com/article2/0,2817,2401664,00.asp
Module #4B: Mobile Commerce
Topics
Loyalty programs
 Putting loyalty programs on mobile
 Punchards
Coupons and offers programs on mobile
 Formats
 Challenges
Conquesting and showroom-ing
Next generation POS
Opportunity to transform the commerce experience
Key questions for discussion
How is the mobile payment market likely to evolve?
 What are the advantages each brings to the market? (e.g., penetration, capabilities, access
to data)
 Do you think consumers will use the technology? Why or why not?
Module #4C: Social mobile
Topics
User journey and trends
Social options
 Platforms (Twitter, Facebook)
 Multimedia sharing (pictures, video, etc.)
Native ad targeting demonstration
 How to target
 Custom audiences
Social media marketing best practices
 Mobile content marketing
 Creating sharing
 Three screen integration
Preparation
 Mobile Marketing chapter 11
Key questions for discussion
 How would you use social mobile marketing to promote a good or service (to be selected
at class)?
SESSION #5 (August 4th)
Module #5a: Next generation evolution
Topics to be covered
Augmented reality
Wearable technology
Internet of things
Preparation
Mobile Marketing chapter 14
Other TBD
Key questions for discussion
Evaluate the various mobile advertising vehicles using the frameworks discussed in session #1


Which are most / least likely to be successful
For which industries is each vehicle likely to be most / least effective
Module #5b: Wrap up
Topics
Tying it all together
 Best practices in using / experimenting with new media
 Building brands in new media
 Implications for marketing organizations and the marketing role
Imperatives for future careers in new media marketing
Key questions for discussion
Discussion of the ecosystem maps
Due: Mobile ecosystem map
Module #5C: Group Use Case Presentation
Due: Use cases