"Mobile Marketing to the Hispanic Demograpic," Ana Arredondo

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Information about "Mobile Marketing to the Hispanic Demograpic," Ana Arredondo
Technology

Published on July 26, 2009

Author: rvillares

Source: slideshare.net

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"Mobile Marketing to the Hispanic Demograpic," Ana Arredondo

MoMo Chicago Mobile Marketing Presented by Ana Arredondo

Mobile Marketing Hints “ Mobile Advertising will increase at least 36% in 2009 & 2010” by Magna” “ Latinos have an inherent curiosity and an ability to be open to new things; that contributes to the high adoption rate of technology” Isaac Mizrahi, Sprint’s director of multicultural marketing The largest mobile marketing push by text in 2008 with more than 2.9 million text messages was Biden’s announcement on The Obama Campaign

“ Mobile Advertising will increase at least 36% in 2009 & 2010” by Magna”

“ Latinos have an inherent curiosity and an ability to be open to new things; that contributes to the high adoption rate of technology” Isaac Mizrahi, Sprint’s director of multicultural marketing

The largest mobile marketing push by text in 2008 with more than 2.9 million text messages was Biden’s announcement on The Obama Campaign

Tier1 Aggregator – Message Routing & Short Code Management Application Provider – SMS, MMS, IVR, WAP, etc protocols Mobile Marketing Agency – Program Creative, Reporting & Measurement Industry Players

Tier1 Aggregator – Message Routing & Short Code Management

Application Provider – SMS, MMS, IVR, WAP, etc protocols

Mobile Marketing Agency – Program Creative, Reporting &

Measurement

Mobile Opportunities Sponsorships - Transform the event experience - Create buzz and excitement around the brand - Drive people to the website and store - Measure the effectiveness of the event Marketing Platforms - Increase the effectiveness in your marketing platforms - Awareness of the activities that you have and the brand Media Integration - Make your media work harder for you Field Marketing Promotions - Drive sales - Extend the dialogue with the customer In-Store - Drive traffic to the stores - Decrease the number of customer complains - Improve communication with employees

Sponsorships

- Transform the event experience

- Create buzz and excitement around the brand

- Drive people to the website and store

- Measure the effectiveness of the event

Marketing Platforms

- Increase the effectiveness in your marketing platforms

- Awareness of the activities that you have and the brand

Media Integration

- Make your media work harder for you

Field Marketing

Promotions

- Drive sales

- Extend the dialogue with the customer

In-Store

- Drive traffic to the stores

- Decrease the number of customer complains

- Improve communication with employees

Tactics To Match Your Strategy Sponsorships Text&Pix-2-Screen Text-2-Win Shuffle Game Speed Text Marketing Platforms Text Trivia Text-2-Win Pix-2-Web Call to action integrated Media Integration Text 4 Coupon Text 4 offer / Alerts Field Marketing In-store POP activation contest Activation tracking and employee contests Text-2-Win Alerts – Drive traffic to the store

Sponsorships

Text&Pix-2-Screen

Text-2-Win

Shuffle Game

Speed Text

Marketing Platforms

Text Trivia

Text-2-Win

Pix-2-Web

Call to action integrated

Media Integration

Text 4 Coupon

Text 4 offer / Alerts

Field Marketing

In-store POP activation contest

Activation tracking and employee contests

Text-2-Win

Alerts – Drive traffic to the store

Consumer Metrics – Total Active Subscribership In The U.S. Carriers Implement Interoperability Source: CTIA Semi-Annual Wireless Survey WIRELESS 2009-Vegas

Traffic Measures Six-Month MMS Traffic In The U.S. Source: CTIA Semi-Annual Wireless Survey WIRELESS 2009-Vegas

Traffic Measures Six-Month SMS/Text Traffic In The U.S. Source: CTIA Semi-Annual Wireless Survey WIRELESS 2009-Vegas

Annual Messaging Revenues In The U.S . Source: CTIA Semi-Annual Wireless Survey WIRELESS 2009-Vegas

Multicultural Consumers Lead Mobile Interaction In The U.S. Source: Telephia Customer Value Metrics – Q1 2007 National 66% 59% 59% 59% 59% 60% 65% 66% 70% 36% 46% 62% 72% 82% 89% 79% 61% 74% 69% 76% 60% 67% 70% Business Personal White African Am Asian Hispanic 0 to 12 yrs 13 to 17 yrs 18 to 24 yrs* 25 to 34 yrs 35 to 44 yrs 45 to 54 yrs 55 to 64 yrs 65+ yrs <$25K $25K - $35K $35K - $49K $50K - $74K $75K - $99K $100K - $124K $125K - $149K $150K - $199K >= $200K

The Hispanic Segment Is One Of The Most Active In Mobile Marketing Buy more content Better response in SMS promotions (contests, coupons and discounts) Higher browser web search with their cell phones

Buy more content

Better response in SMS promotions

(contests, coupons and discounts)

Higher browser web search with

their cell phones

Think of mobile marketing as a strategy, not than just a tactic Every program needs to be an opt-in The key to success is integrating with other traditional and digital media elements (TV, radio, on pack, etc.) Best Practices

Think of mobile marketing as a strategy, not than just a tactic

Every program needs to be an opt-in

The key to success is integrating with other traditional and digital media elements (TV, radio, on pack, etc.)

257 Million in the United States More than are the new computers Your can track everything with a mobile phone Young people text 4 times more than they place calls Why Mobile Marketing?

257 Million in the United States

More than



are the new computers

Your can track everything with a mobile phone

Young people text 4 times more than they place calls

Integrated into social and cultural life 20+ years ago Larger user base More support from key operators and industry players Less computers Why Is U.S. Less Developed Than Asia Or Europe? http:// www.youtube.com/watch?v =4C84FLwm3DA

Integrated into social and

cultural life 20+ years ago

Larger user base

More support from key

operators and industry

players

Less computers

4 Billion Mobile Subscribers Around The World By 2011 “ The mobile phone will continue to dominate interpersonal communications” Portio Research Africa held the highest growth rate China and India are the two largest markets with 1+ Billion subscribers

“ The mobile phone will continue to dominate interpersonal communications” Portio Research

Africa held the highest growth rate

China and India are the two largest markets with 1+ Billion subscribers

Mobile Marketing Around the World 93%+ 5.8+ Finland 73% 58+ 1 of the largest markets France 114%+ 6.2+ Denmark 127%+ 13.3+ Czech Rep. 50%+ Aprox. 1 billion China and India 50%+ 14.6+ Canada 102%+ 10.9+ Belgium 119%+ 17.8+ Austria 100%+ 23.7+ Australia Penetration Mobile Subscribers Millions Country

Mobile Marketing Around the World 70.5% 77+ Mexico 90.7% 44.5+ Advanced mobile Mkt Korea 87.82% 112+ More tech. advanced Japan 146.1% 87.3+ 2 nd largest market in Europe Italy 121.5% 5.2+ Ireland 111.8% 11.2+ Hungary 138.3% 15.4+ Greece 123.1%+ 101.22+ Largest Mkt in Europe Germany Penetration Mobile Subscribers Millions Country

Mobile Marketing Around the World 110.8% 10.2+ Sweden 104.2% 9.9+ Switzerland 121.9% 74.3+ UK Penetration Mobile Subscribers Millions Country 115% 52.5+ Spain 101.9% 5.4+ Slovakia 131% 190+ Russian Federation 134.8% 14+ Portugal 115.5% 44+ Largest Mkt in Eastern Europe Poland 111% 5.2+ Norway 111.6% 18.3+ Netherlands

Questions

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