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Presented by Elliot Robia

Presented by Elliot Robia. Pixel Farm is a creativity company offering all of the services associated with video production, animation, interactive marketing and mobile development. The State of Mobile Usage. The State of Mobile Usage.

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Presented by Elliot Robia

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  1. Presented by Elliot Robia

  2. Pixel Farm is a creativity company offering all of the services associated with video production, animation, interactive marketing and mobile development.

  3. The State of Mobile Usage

  4. The State of Mobile Usage • 234 million Americans age 13+ are mobile subscribers (90% of the U.S. population) ¹ • 50.4% of all U.S. mobile subscribers own smartphones ² 1. comScore, 2010 2. nielson, 2012

  5. The State of Mobile Usage • 85% of the world’s population has wireless access, providing greater reach that the electrical grid (80%) • 200,000,000+ farmers in India receiving government payments / subsidies via mobile devices Source: KPCB Internet Trends

  6. The State of Mobile Usage • Mobile internet usage most prevalent in the US and Japan, but usage in China and India is growing rapidly (with a lot growth ahead) Source: KPCB Internet Trends

  7. The State of Mobile Usage

  8. The State of Mobile Usage • Apple sold more iOS devices in 2011 than all the Macs sold in its 28 years of existence¹ 1. www.theregister.co.uk/2012/02/17/apple_ios_v_mac_sales/

  9. The State of Mobile Usage

  10. The State of Mobile Usage Source: O2

  11. The State of Mobile Usage Over 2 Hours Source: O2

  12. The State of Mobile Usage

  13. The State of Mobile Usage • More users on social networks today than users of the entire internet in 2006¹ 1. KPCB Internet Trends

  14. The State of Mobile Usage Increasingly More Time Being Spent in Apps vs Mobile Web Android & iOS Users More Than Doubled 28% Increase in Apps per Smartphone

  15. The State of Mobile Usage • A mobile device is uniquely personal. • It’s always on. It’s always on you. And it’s totally customizable.

  16. The State of Mobile Usage MASLOW’S HIERARCHY OF NEEDS MODERN CONSUMER’S HIERARCHY OF NEEDS Source: KPCB Internet Trends

  17. Marketing to Your Mobile Customers

  18. Marketing to Your Mobile Customers • Display Ads • SMS/MMS • Bluetooth messaging • Location Based Marketing • QR Codes • Mobile Commerce & Shopping • Paid Search • Voice Marketing • Mobile Apps

  19. Marketing to Your Mobile Customers Mobile marketing is not a single marketing channel. • Consider online marketing: Search, video, and social media are very different disciplines. • In the same way that these disciplines can work together in online marketing, the best approach in mobile is an integrated approach. • Coupons can be delivered via text messages that link to barcodes. Mobile display ads often promote applications. Mobile social marketing can include video and mobile search and should run in conjunction with other non-mobile promotions.

  20. Marketing to Your Mobile Customers • Step 1: Identify Your Goals • Increase traffic to the Council Bluffs store • Increase social media engagement • Build awareness about a new product/service

  21. Marketing to Your Mobile Customers • Step 2: Determine Your Target Demographic • If it’s too broad, elements of your campaign (mobile website, app, SMS system) may try to do a lot of things poorly instead of a handful of things well. • If it’s too niche, there might not be a large enough audience to be worth the effort.

  22. Marketing to Your Mobile Customers • Step 3: Understand Your Demographic • Does your target audience use mobile? • How much of your current web traffic comes from mobile devices? • How does your audience use their devices?

  23. Marketing to Your Mobile Customers • Are they likely to text, take pictures, search, play games, use social media, read news, look for local businesses, surf the web, download apps, or scan barcodes? • Do they mobile devices to shop? • When are they using their devices? • How much time do they spend using their devices?

  24. Marketing to Your Mobile Customers • Answer these questions first! • Resources: comScore, Nielsen/NetRatings, the Mobile Marketing Association and Forrester Research. • What are your competitors are doing? • What are other companies who sell to the same demographic as you doing?

  25. Marketing to Your Mobile Customers Identify Your Goals Determine Your Target Demographic Understand Your Demographic’s Mobile Behavior ☐Develop Your Mobile Strategy

  26. Marketing to Your Mobile Customers • Display Ads • SMS/MMS • Bluetooth messaging • Location Based Marketing • QR Codes • Mobile Commerce & Shopping • Paid Search • Voice Marketing • Mobile Apps

  27. Marketing to Your Mobile Customers • Marketing to mobile customers does not necessarily mean you need to build an app! • You don't launch a television station just so you can market your brand on television!

  28. Mobile Display Ads

  29. Mobile Display Ads Mobile Web Ads In-App Ads

  30. Mobile Display Ads • Use ad networks to distribute ads to mobile websites and apps that your target demographic uses. • Google, InMobi, AdMob, Quattr Wireless, Millennial Media, Medialets, Greystripe, Celtra, and many others.

  31. Mobile Display Ads

  32. Mobile Display Ads • Blyk (Finland, UK, India) offers 16-29 year olds free text messages and minutes in exchange for viewing targeted ads on their mobile devices • Service offers 5000 Blyk-to-Blyk texts and minutes, and has 4 million subscribers

  33. Mobile Display Ads

  34. Text Messaging

  35. Text Messaging • Texting is the most popular mobile activity. It’s twice as popular as mobile browsing or app usage. • Emails sometimes sit unopened for weeks. 90% of texts are read within 3 minutes.

  36. Text Messaging • Text “like username” to FBOOK (32665) • www.facebook.com/FredGoodwill

  37. Text Messaging • Contest entries: offer users the option to enter contests via text. • Universal Home Entertainment ran an SMS marketing campaign for the launch of their DVD “Bring It On: Fight to the Finish.” • Website visitors were encouraged to text “BringItOn” to enter to win a prize pack. In doing so, Universal was also able to collect opt-ins for an SMS reminder when the DVD went on sale.

  38. Text Messaging • SMS works well for time sensitive information. • “Your flight is delayed.” • “Backstage passes go on sale tomorrow at 10pm!”

  39. Text Messaging • Get Permission - Always obtain consent in the form of an opt-in before messaging users. • SMS is extremely personal and unwelcome messages can irritate people. • Messages can also cost users money, so it’s important that the recipients know what they’ve signed up for and understand the implications.

  40. QR Codes

  41. QR Codes

  42. Mobile Commerce

  43. Mobile Commerce

  44. Mobile Commerce • Mobile shoppers are simultaneously in the physical world and in theonline world at all times. • They don’t want toget home and find out that the product they bought has terrible reviews or is 30% cheaper somewhere else.

  45. Mobile Commerce

  46. Mobile Commerce • Mobile Coupons give you the opportunity to capture price-sensitive customers, and they also allow you to capture data for future marketing • Have consumers sign up online or register via email address, SMS or QR code to receive offers to their phone • Coupons can generally be redeemed in stores at a register by having the consumer show the cashier the coupon, and the cashier can enter the code. Barcodes can also be scanned directly on the phone.

  47. Mobile Commerce • IHOP offered consumers a free short stack of pancakes to anyone who texted “IHOPFREE” to their shortcode.

  48. Mobile Commerce • Text “coupons” to 827438 (TARGET) to have coupons sent to your phone that can be scanned during checkout.

  49. Mobile Search

  50. Mobile Search • The introduction of Google AdWords in 2000 revolutionized the search business by tying advertising spend to purchase intent.

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