Case Study - Anchor Mobile

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FIRST SCREEN
In 1929, we were introduced to the “First Screen”
Still today, Television advertising is a tremendously effective way to market
Second Screen
• In 1992 the world was introduced to the “browser”
featuring 26 live web pages.
• Second Screen was born.
• This has been the fastest growing and in most cases,
most cost effective form of marketing for businesses ...
until now ...
Third Screen
2008 saw the evolution of the “Third Screen”
Immediately, 87% of American homes had at least one mobile web
capable device in them including:
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Mobile phones, iPads, iPods, Nintendo DS, Mini Notebooks, etc
With a new screen
brings new ways to
market
Always on, always available
Mobile provides a means for brands to engage their
consumers!
Which not only builds brand equity but also refreshes their
relationship with their customers.
Mobile Marketing
Techniques
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SMS Text Message Marketing•
Mobile Applications
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Mobile Gaming
Mobile Web Sites
Bluetooth Proximity and Wifi
Mobile Search
Location Based Services
QR/2D Barcodes
3D/Augmented Reality
Mobile Video
Mobile Marketing is for your 20 percenters
(the 20% of your customers that spend 80% of the money)
Mobile is an OPT IN ONLY channel
Subscriber based opt in database marketing
Best practices provided by mobile marketing association
SMS is the
workhorse of mobile
marketing
Text Message
Marketing Methods
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Text to Vote
Text to Win
Text to Screen
Mobile Alerts
Reminders
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URL/Link Delivery
Application Download
Mobile Coupons
Mobile Donation
Mobile Business Cards
QR Codes
Every business has the ability to use a QR Code in some fashion
QR Codes can send customer to:
• Mobile landing page
• Video
• Your social media sites
• Map to your business
• Exclusive coupons, discounts, or
giveaways
• Customer feedback form or email
Is your business
mobile friendly?
• Can your consumers connect with you anytime anywhere?
• By 2013, more people will access the internet via a mobile
device than through a PC (Forrester Research)
• Today 1 in 7 Google searches originate from a mobile device
o Google estimates 1 in 4 searches will originate
from a mobile device in 2012
• 43% of Americans own a smart phone
o
(82.5 million users)
Currently Less than 10% of
web sites are mobile friendly
If you have a Web site, you’re already in the mobile world — and the chances
are you’re making a terrible impression on your audience.
Traditional web sites have WAY TOO MUCH content!
Smart Phones have different browsers and screen sizes
Mobile users need quick answers and bite-sized content in easy-to-digest formats (e.g. video/audio vs.
text)
First Develop a Mobile Strategy
• What do your customers or potential customers need
from you when mobile?
• B2B Mobile differs from B2C Mobile because it is driven
by efficiency rather than entertainment
• You must strive to make their work related activities
BETTER, FASTER & EASIER.
Decision time
Once you have created a plan to take your web site mobile, you must decide:
To create a simple mobile version of your site in HTML
OR
Get more advanced and create a mobile web app using advanced
languages like HTML5 or JQuery
Either way, you MUST include browser detection and
redirect as part of your mobile web strategy.
That means that when a user visits your MAIN WEB SITE with a mobile
device, they will automatically be redirected to a mobile friendly web
experience.
Automotive
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Listing and Carfax Info
Immediate Lead generation
Click to call
Mobile Virtual Tours
Maps/Directions
Mobile Business Cards
QR Codes
Mobile Apps w/ inventory data
Case Study
• General Motors Co.’s Chevrolet is running targeted mobile
banner ads to drive consumers to dealerships
• Chevy is running the mobile ads within Pandora
• The ads help consumers pick their ideal car from a lineup
of Chevy’s models
Case Study
How it works
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Consumers can enter their zip codes to find nearby
deals
Consumers can browse product information and
access exclusive offers.
To find a Chevy dealership, users can either use the
device’s GPS-enabled technology or enter their ZIP
code.
Additionally, users can view specific offers on models
based on their location.
Consumers also have access to additional Chevy
content, including super bowl advertisements, a page
directed to Chevy’s mobile apps, and locate a vehicle.
Case Study
"I see a larger play in mobile for the automotive industry overall
happening more in 2012; we have observed over this past year that the
large car companies are really tagging mobile as an afterthought to
their overall Print, TV, Radio, and PC campaigns, they will realize I
believe as we run through the next holiday season that the mobile is as
much a stand-alone vertical as is Print, TV, Radio and PC,"
Ms. Troutman, CEO of Siteminis, Atlanta said.
Auto Dealerships
• QR codes and short codes can be used on each individual car
o This quickly provides all of the vehicles information to the
customers phone without needing a salesman on the lot
• Short codes can also be used so the consumers can view the
dealerships inventory
• Opt-in text service can help a dealership build a database they
can send promotions and advertisements to
• They can also issue updates, maintenance reminders
and inform customers about promotions and financing
deals
Case Study
• Added a mobile component to its television ads, resulting in 2,000
consumers opting-in to receive coupons for a free oil change in
just 16 days
• Consumer replied with their zip code so they could be provided
with the closest dealership
• once consumers selected which dealer they wished to get their
free oil change from, that dealer was alerted via text message and
had the option of following up with the participant
• The promotion was supposed to run for a month but ended after
just 16 days because of the volume of participants
Case Study
Campaign:
Oil change mobile reminders and coupons via short code
Objectives:
To study and measure the effectiveness of SMS oil change reminders and
coupons compared to direct mail pieces and email reminders and coupons.
Strategy:
Provide a turnkey communication program that allowed Mobil1 Lube Express to
lower its marketing costs by migrating away from expensive direct mail pieces.
Additionally, the strategy was also to prove SMS increases revenue and achieves
higher ROI than traditional direct mail or email
Case Study
Tactics
• Using customers’ license plate number, Mobil1 was able to
identify customers and the communication channel they preferred
– either text, email or direct mail
• Once identified, Mobil1 scheduled an SMS, email or mailed
postcard reminders be sent to the customer with a coupon for a
discounted oil change
Case Study
Results:
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32% of customers who came in for service opted-in to receive future oil change reminders
by text message (2,187 customers opted-in out of possible 6,849 customers)
An additional 558 customers preferred to opt-in to receive OILCHG email reminders
Text messaging response rates outperformed mailed reminders by 15 percent and email
reminder response rates by 8 percent
Thirty-five percent of customers who received text message reminders returned for service
within 45 days
Mobil1 Lube Express experienced a 2.9 percent (1.1 car/day) car count increase for the
period studied and a 4.9 percent increase in year-over-year net revenue
Case Study
• Based on these results, for every $1 spent on direct mail
marketing, the net ROI is $24, or 24:1
• The ROI for email marketing returned $308 for every $1 spent, or
308:1. The cost to generate each returned customer (cost per
customer) is $0.24 (24 cents)
• The ROI for text message marketing returned $344 for every
$1 spent, or 344:1. The cost to generate each returned
customer (cost per customer) is $0.20 (20 cents)
Your pitch and pricing
here
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A=$
B=$
C=$
D=$
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