1145 omma mobile rich lesperance
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Transcript of 1145 omma mobile rich lesperance
Mobile Marketing Is Not (Just) Marketing Mobile
Rich Lesperance
Director of Digital Marketing & Emerging Media
OMMA Mobile
October 25th 2011
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2 Sides of Mobile Marketing
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Marketing new things
Rethinking everything else
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Ways we are using new mobile channels
Refill by ScanRx Text AlertsSMS
Marketing CheckinsRefill by Text &
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Online Display
Search
Radio Endorsements
Demos of our app via YouTube, PR partners & blogging sites
Times Square
In-Store
Refill by Scan 360 campaign
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>25%
of Walgreens online prescriptions come from mobile
Source: Walgreens internal data
Impact
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>2MM
Rx Text Alert signups
Source: Walgreens internal data
Impact
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2 Webbys
Source: Walgreens internal data
Impact
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That’s great for prescriptions, Rich.
What about shopping?
….OMMA BREAKING NEWS ALERT….
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1 2 3Download Shop Save
Exclusive Coupons in the Walgreens App
….OMMA BREAKING NEWS ALERT….
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Test it out at 135 Powell St. – 2 blocks away!
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Text COUPON to 74713 and get an instant reply
Click the link to pull up the exclusive mobile coupon
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2 Sides of Mobile Marketing
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Marketing new things
Rethinking everything else
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Rethink Email
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• From CPM to PPC, behavioral & device targeting, and the return of simple banner ads that can be rapidly AB tested
Rethink Display
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Rethink Search
Keyword: “vitamins”Mobile
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Rethink Customer Behavior
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1. Marketing Mobile 2. Mobile Marketing
Sign up for Rx Text Alerts or deals via
SMS
Download our Mobile App
Scan in-store QR codes for bonus
content
Check in and follow Walgreens
Walgreens video uploads: Health, Beauty & more
Store feed
Performance Display Ads on AdMob, iAd, etc
Optimizing Emails
Mobile SEM / SEOFuture: Digital
Wallet
Balancing all areas of mobile
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Thank You
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