Integrating Mobile In The Marketing Mix

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Information about Integrating Mobile In The Marketing Mix

Published on December 15, 2008

Author: Suzzicks

Source: slideshare.net

Integrating Mobile in the Marketing Mix Cindy Krum CEO & Founder Rank-Mobile

The Mobile Opportunity How will Mobile Communication Impact Your Bottom Line? Depends Largely On: Integrating Mobile Effectively into the Marketing Mix Leveraging the Correct Mobile Channel Creating A Compelling Mobile Marketing Message

How will Mobile Communication Impact Your Bottom Line?

Depends Largely On:

Integrating Mobile Effectively into the Marketing Mix

Leveraging the Correct Mobile Channel

Creating A Compelling Mobile Marketing Message

Current Use of Mobile

Mobile Marketing Projections

Entertainment Mobile Marketing Channels

Mobile Pros & Cons Pros: Very Personal Interaction Between Mobile User & Your Brand Opportunity to Get into a Growing Market First Cons: Different Rules, Regulations & Processes Lack of Standardization Limited Reach

Pros:

Very Personal Interaction Between Mobile User & Your Brand

Opportunity to Get into a Growing Market First

Cons:

Different Rules, Regulations & Processes

Lack of Standardization

Limited Reach

Mobile’s Unique Attributes What Marketing Initiatives Work Best on Mobile? Business Promotions Creating Buzz Brand Awareness & Reinforcement Introducing New Brands Expand Your Customer Base What Marketing Messages Work Best on Mobile? Website Links Coupons Sale Notifications Forward to a Friend Alerts

What Marketing Initiatives Work Best on Mobile?

Business Promotions

Creating Buzz

Brand Awareness & Reinforcement

Introducing New Brands

Expand Your Customer Base

What Marketing Messages Work Best on Mobile?

Website Links

Coupons

Sale Notifications

Forward to a Friend

Alerts

 

Evaluate Your Target Market What is Your Demographic? How is Your Demographic Using Mobile? How are Your Clients are Using Mobile Technology? What are Your Clients’ Mobile Habits?

What is Your Demographic?

How is Your Demographic Using Mobile?

How are Your Clients are Using Mobile Technology?

What are Your Clients’ Mobile Habits?

 

Planning a Mobile Campaign Which Mobile Initiative Best Suits Your Marketing Goals & Target Market? What Will Your Mobile Marketing Message Be? How will You Integrate Your Mobile Marketing Campaign Into The Rest Of Your Marketing Efforts?

Which Mobile Initiative Best Suits Your Marketing Goals & Target Market?

What Will Your Mobile Marketing Message Be?

How will You Integrate Your Mobile Marketing Campaign Into The Rest Of Your Marketing Efforts?

Mobile Channels & Messages Mobile Web Text & Picture Messaging Mobile PPC & Banner Ads

Mobile Web

Text & Picture Messaging

Mobile PPC & Banner Ads

Mobile Website Web Search Outdoor Advertising Traditional Website Radio Print Mobile Banners & PPC Mobile Website in the Mix Email Text & Picture Messaging Point of Purchase TV

Mobile Web: Channel Evaluate Mobile Web Options Optimize Existing Site for Mobile With HTML Changes & CSS Use User Agent Sniffing to Dynamically Serve Mobile Content You Create Use User Agent Sniffing and Transcoding Software to Dynamically Serve Content that is Transcoded for Mobile Create an Entirely New Mobile Site Optimize Your Existing Site For Use On Mobile Devices: Make Minor Changes to Your Existing Site to Ensure that it will Work on a Mobile Device Websites Translate Best on Mobile if They are Primarily Built in HTML or XHTML Separate Content from Design with CSS Minimize Load Time- Avoid: Flash Action Script Large Images Test Your Site on a Variety of Different Mobile Devices Tip: *** Integrate your mobile marketing with your mass media and outdoors marketing by placing banners and ads that reference your mobile friendly site in places where people might have idle time with their phone, like at bus stops, in subway stations and on billboards. ***

Evaluate Mobile Web Options

Optimize Existing Site for Mobile With HTML Changes & CSS

Use User Agent Sniffing to Dynamically Serve Mobile Content You Create

Use User Agent Sniffing and Transcoding Software to Dynamically Serve Content that is Transcoded for Mobile

Create an Entirely New Mobile Site

Optimize Your Existing Site For Use On Mobile Devices:

Make Minor Changes to Your Existing Site to Ensure that it will Work on a Mobile Device

Websites Translate Best on Mobile if They are Primarily Built in HTML or XHTML

Separate Content from Design with CSS

Minimize Load Time- Avoid:

Flash

Action Script

Large Images

Test Your Site on a Variety of Different Mobile Devices

Tip:

*** Integrate your mobile marketing with your mass media and outdoors marketing by placing banners and ads that reference your mobile friendly site in places where people might have idle time with their phone, like at bus stops, in subway stations and on billboards. ***

Average mobile web session lasts almost 10 minutes. The work day (8am-5pm) has the lo9 mobile web traffic. Friday gets more mobile web traffic than any other day of the week. Google SMS Goog411

Average mobile web session lasts almost 10 minutes.

The work day (8am-5pm) has the lo9 mobile web traffic.

Friday gets more mobile web traffic than any other day of the week.

Google SMS

Goog411

Mobile Web: Messaging Maintain Marketing Messages & Branding Standards Have Clear Navigation Use Clear Calls to Action on Your Site Bookmark this Page Links Forward to a Friend Links Clickable Phone Numbers Don’t Forget Mobile E-mail Include a Link to an Online Version of the E-mail Test Your E-Mail Messages on Mobile Devices Use Compelling Subject Lines Use Best Practices to Avoid User’s SPAM Folders Include Your Brand Name in Your 'Subject' line Send a Compelling Text Alternative to HTML E-mails Tip: ***Integrate your e-mail campaign with your website by mentioning any promotion you are sending in e-mails on your home page, and include a link to the online version e-mail.***

Maintain Marketing Messages & Branding Standards

Have Clear Navigation

Use Clear Calls to Action on Your Site

Bookmark this Page Links

Forward to a Friend Links

Clickable Phone Numbers

Don’t Forget Mobile E-mail

Include a Link to an Online Version of the E-mail

Test Your E-Mail Messages on Mobile Devices

Use Compelling Subject Lines

Use Best Practices to Avoid User’s SPAM Folders

Include Your Brand Name in Your 'Subject' line

Send a Compelling Text Alternative to HTML E-mails

Tip:

***Integrate your e-mail campaign with your website by mentioning any promotion you are sending in e-mails on your home page, and include a link to the online version e-mail.***

 

Mobile Website Outdoor Advertising Traditional Website Radio Print Text & Picture Messaging in the Mix Email Text & Picture Messaging Point of Purchase TV

Text & Picture Messaging: Channel Text Messaging is 2-Way Marketing Up to 160 Characters of Text Use Clickable Text Phone numbers with out extensions Web addresses with ‘www’ or ‘http://’ Collect Mobile Phone Numbers & E-mail Addresses via Text Use Traditional Website to Let Users Opt in for Text & Picture Messages Send a Text Acknowledgement to Participants Refer Users to a Website for Full Terms & Conditions. Allow Users to Opt out of Text Messages: Mobile Carriers Charge for Text Messages Thanks! Your Coupon Code is: 7891011 For Terms & Conditions visit www.Website.com . Text message 'STOP' to 123456 to stop receiving our texts.

Text Messaging is 2-Way Marketing

Up to 160 Characters of Text

Use Clickable Text

Phone numbers with out extensions

Web addresses with ‘www’ or ‘http://’

Collect Mobile Phone Numbers & E-mail Addresses via Text

Use Traditional Website to Let Users Opt in for Text & Picture Messages

Send a Text Acknowledgement to Participants

Refer Users to a Website for Full Terms & Conditions.

Allow Users to Opt out of Text Messages:

Mobile Carriers Charge for Text Messages

Text & Picture Messaging: Message When You Send the First Text Be Clear & Precise Give Relevant/Time Sensitive Information Let Users Opt in to Your Marketing Messages Encourage Users to Text their E-mail Address to Opt In for E-mails Sending Location Based Messages via Bluetooth, IR or GPS location Our customer database lists this as your mobile phone number. Reply with 'OK' to receive coupons & other marketing messages at this number.

When You Send the First Text

Be Clear & Precise

Give Relevant/Time Sensitive Information

Let Users Opt in to Your Marketing Messages

Encourage Users to Text their E-mail Address to Opt In for E-mails

Sending Location Based Messages via Bluetooth, IR or GPS location

Our customer database lists this as your mobile phone number. Reply with 'OK' to receive coupons & other marketing messages at this number.

 

Text & Picture Messaging: Message When Users Send the First Text Frequently Location Based & Can Have a Very Short Life Cycle Have Users Send a One Word Text Message to a Short Code You Send Back Any of the Following: Coupon Code Link to Your Site Link to a Map Send Follow Up Text Messages that are not Location Sensitive

When Users Send the First Text

Frequently Location Based & Can Have a Very Short Life Cycle

Have Users Send a One Word Text Message to a Short Code

You Send Back Any of the Following:

Coupon Code

Link to Your Site

Link to a Map

Send Follow Up Text Messages that are not Location Sensitive

Text & Picture Messaging: Channel Less Widely Used but More Versatile than Text Messaging Pictures Animations Graphics Text Sound Traditionally Sent from one Mobile Phone to Another Can Also be Received on Traditional Computers May Cause Users to Incur Charges from the Carrier

Less Widely Used but More Versatile than Text Messaging

Pictures

Animations

Graphics

Text

Sound

Traditionally Sent from one Mobile Phone to Another

Can Also be Received on Traditional Computers

May Cause Users to Incur Charges from the Carrier

Text & Picture Messaging: Message Much the Same as Text Messaging Include Links to the Website & Clickable Phone Numbers Ideas for Great Picture Messages: Birthday Greeting Thank You Messages New Product Notification Promotions Reminders

Much the Same as Text Messaging

Include Links to the Website & Clickable Phone Numbers

Ideas for Great Picture Messages:

Birthday Greeting

Thank You Messages

New Product Notification

Promotions

Reminders

Mobile Website Web Search Outdoor Advertising Traditional Website Radio Print Mobile Banners & PPC Mobile PPC & Banners in the Mix Email Text & Picture Messaging Point of Purchase TV

Mobile Pay-Per-Click & Banners: Channel Bid on Keywords Related to Your Product Offering Your Ad is Displayed When Users Search for Terms You Bid On Write an Ad & Link it to Your Site You Only Pay When Someone Clicks on Your Ad Mobile PPC is New Prices on Important Keywords Are Still Very Reasonable. Search engines & Third party providers are still testing different means of displaying these ads Optimize your Pay-per-Click Campaign: Test & Re-Test the Text of the Advertisement Review the Keywords You are Bidding On Optimize the Price You are Willing to Pay for Specific Keywords

Bid on Keywords Related to Your Product Offering

Your Ad is Displayed When Users Search for Terms You Bid On

Write an Ad & Link it to Your Site

You Only Pay When Someone Clicks on Your Ad

Mobile PPC is New

Prices on Important Keywords Are Still Very Reasonable.

Search engines & Third party providers are still testing different means of displaying these ads

Optimize your Pay-per-Click Campaign:

Test & Re-Test the Text of the Advertisement

Review the Keywords You are Bidding On

Optimize the Price You are Willing to Pay for Specific Keywords

Mobile Pay-Per-Click & Banners: Message Use Clear Calls to Action Spell & Punctuate Correctly Avoid Using Symbols (!@#$%^&*) Avoid Superlatives (Best, Only, Cheapest etc.) Update Your Ad Frequently When You Run a Special Promotion As Part of a Larger Marketing Campaign When Seasons or Products Change

Use Clear Calls to Action

Spell & Punctuate Correctly

Avoid Using Symbols (!@#$%^&*)

Avoid Superlatives (Best, Only, Cheapest etc.)

Update Your Ad Frequently

When You Run a Special Promotion

As Part of a Larger Marketing Campaign

When Seasons or Products Change

Mobile Pay-Per-Click & Banners: Channel Small Graphical Advertisements that Link to Your Site Shown on Other Sites as a Means of Generating Revenue Typically Purchased from on a ‘Cost Per Million' (CPM) Basis ‘ Impressions’ are the Number of Times Your Ad is Shown You Can Select Different Filters Age Gender Location Etc. You Pay Whether Your Ad is Clicked or Not Traditional Banner Ads May Not Display Correctly on Mobile Phones & Vice Versa

Small Graphical Advertisements that Link to Your Site

Shown on Other Sites as a Means of Generating Revenue

Typically Purchased from on a ‘Cost Per Million' (CPM) Basis

‘ Impressions’ are the Number of Times Your Ad is Shown

You Can Select Different Filters

Age

Gender

Location

Etc.

You Pay Whether Your Ad is Clicked or Not

Traditional Banner Ads May Not Display Correctly on Mobile Phones & Vice Versa

 

Mobile Pay-Per-Click & Banners: Message Good Way to Generate Brand Recognition Position Your Brand as a Forward Thinker Let People Know Your Site is Accessible on Mobile Tip: ***Since you are paying by the impression it is important that banners do a good job of re-enforcing your brand without users having to click through to your site. Banners should always have the most updated marketing message that is being used in your other marketing channels.***

Good Way to Generate Brand Recognition

Position Your Brand as a Forward Thinker

Let People Know Your Site is Accessible on Mobile

Tip:

***Since you are paying by the impression it is important that banners do a good job of re-enforcing your brand without users having to click through to your site. Banners should always have the most updated marketing message that is being used in your other marketing channels.***

Evaluating Mobile Success: Integrating Your Mobile Marketing Message is Crucial Mobile Marketing Efforts Can Affect Other Aspects Of Your Marketing Campaign Pay Attention Indirect Benefits to Your Sales Volume Both Online & in Stores. Use a Variety of Methods of Tracking & Compare Results Test Different Analytics Programs to See What Works for You Use a Combination of Tracking & Analytics to Evaluate Success Let Campaigns Run Long Enough to Get a Good Read Need to be Statistically Relevant Mobile is New Buzz Takes Time

Integrating Your Mobile Marketing Message is Crucial

Mobile Marketing Efforts Can Affect Other Aspects Of Your Marketing Campaign

Pay Attention Indirect Benefits to Your Sales Volume Both Online & in Stores.

Use a Variety of Methods of Tracking & Compare Results

Test Different Analytics Programs to See What Works for You

Use a Combination of Tracking & Analytics to Evaluate Success

Let Campaigns Run Long Enough to Get a Good Read

Need to be Statistically Relevant

Mobile is New

Buzz Takes Time

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