Aquent/AMA Webcast: Keep it Short and Useful: Mobile Marketing that Fits into Customers Lives and...
description
Transcript of Aquent/AMA Webcast: Keep it Short and Useful: Mobile Marketing that Fits into Customers Lives and...
![Page 1: Aquent/AMA Webcast: Keep it Short and Useful: Mobile Marketing that Fits into Customers Lives and Delivers Value](https://reader030.fdocuments.us/reader030/viewer/2022013011/55491c5eb4c905b44c8b5693/html5/thumbnails/1.jpg)
Keep it Short and Useful: Mobile Marketing that Fits into Customers Lives and Delivers Value
In this webcast Chi Modu of Diverse Insights and DiDigital.net gives practical advice on… · The most effective mobile tools· How to move consumers from the mobile channel to action· Mobile Web vs. Mobile applications· How to effectively engage the consumer in conversation· User acquisition, retention and monetization· Consumer concerns and overview of privacy considerations
![Page 2: Aquent/AMA Webcast: Keep it Short and Useful: Mobile Marketing that Fits into Customers Lives and Delivers Value](https://reader030.fdocuments.us/reader030/viewer/2022013011/55491c5eb4c905b44c8b5693/html5/thumbnails/2.jpg)
Keep it Short and Useful: Mobile Marketing that Seamlessly Fitsinto Customers’ Lives and Delivers Value
SPEAKER:Chi Modu, Founder Chief Transformation Officer diverseinsights.comdidigital.net
MODERATOR:Alli LibbAmerican Marketing Association
SPONSOR:Aquent: aquent.com
![Page 3: Aquent/AMA Webcast: Keep it Short and Useful: Mobile Marketing that Fits into Customers Lives and Delivers Value](https://reader030.fdocuments.us/reader030/viewer/2022013011/55491c5eb4c905b44c8b5693/html5/thumbnails/3.jpg)
Mobile
mo•bile - Being able to move or be moved freely or easily
diverse insights
![Page 4: Aquent/AMA Webcast: Keep it Short and Useful: Mobile Marketing that Fits into Customers Lives and Delivers Value](https://reader030.fdocuments.us/reader030/viewer/2022013011/55491c5eb4c905b44c8b5693/html5/thumbnails/4.jpg)
Brands Must Align With Current Information Access Points
diverse insights
![Page 5: Aquent/AMA Webcast: Keep it Short and Useful: Mobile Marketing that Fits into Customers Lives and Delivers Value](https://reader030.fdocuments.us/reader030/viewer/2022013011/55491c5eb4c905b44c8b5693/html5/thumbnails/5.jpg)
What We’ll Cover:
• Advantages of mobile vs. non-mobile marketing
• The parts of the mobile equation
• The surprisingly most effective of all the mobile tools
• How to effectively engage the consumer in conversation
• How to move consumers to action
• Consumer concerns and privacy overview
• Case studies
diverse insights
![Page 6: Aquent/AMA Webcast: Keep it Short and Useful: Mobile Marketing that Fits into Customers Lives and Delivers Value](https://reader030.fdocuments.us/reader030/viewer/2022013011/55491c5eb4c905b44c8b5693/html5/thumbnails/6.jpg)
diverse insights
Advantages of Mobile vs.Non-Mobile Marketing
• Omnipresence
• Reduced targeting errors
• Improved data management
• Always on and always aware
• Location awareness
• Intimate platform
![Page 7: Aquent/AMA Webcast: Keep it Short and Useful: Mobile Marketing that Fits into Customers Lives and Delivers Value](https://reader030.fdocuments.us/reader030/viewer/2022013011/55491c5eb4c905b44c8b5693/html5/thumbnails/7.jpg)
diverse insights
A Few Stats:
• Over 50% of global population pays to use mobile device
• 75% of US population or 232 million users of mobile phones
• Mobile banking to double to 400 million people by 2013
Source: International Telecommunications Union, an agency of the United Nations
Source: Pew Internet Research
Source: Juniper Research
![Page 8: Aquent/AMA Webcast: Keep it Short and Useful: Mobile Marketing that Fits into Customers Lives and Delivers Value](https://reader030.fdocuments.us/reader030/viewer/2022013011/55491c5eb4c905b44c8b5693/html5/thumbnails/8.jpg)
Address bookAudio recorderCalendarCameraGame DeviceGPSLaptopMusic playerNote padRemote controlTelephoneTelevisionWallet
diverse insights
Consolidation of Devices
Mobile Device =
![Page 9: Aquent/AMA Webcast: Keep it Short and Useful: Mobile Marketing that Fits into Customers Lives and Delivers Value](https://reader030.fdocuments.us/reader030/viewer/2022013011/55491c5eb4c905b44c8b5693/html5/thumbnails/9.jpg)
diverse insights
Five Parts of the Mobile Equation• Applications for smart phones (phones with internet access)
• Mobile web m.yourbrand.com vs. yourname.mobi or sites built with mode of access detection capability
• SMS (short message service) Short code marketing and texting
• Kindle, iPad, etc. Content access devices with added functionality
• Location based services Foursquare, Gowalla, and more
![Page 10: Aquent/AMA Webcast: Keep it Short and Useful: Mobile Marketing that Fits into Customers Lives and Delivers Value](https://reader030.fdocuments.us/reader030/viewer/2022013011/55491c5eb4c905b44c8b5693/html5/thumbnails/10.jpg)
diverse insights
What Does All of This Mean?
![Page 11: Aquent/AMA Webcast: Keep it Short and Useful: Mobile Marketing that Fits into Customers Lives and Delivers Value](https://reader030.fdocuments.us/reader030/viewer/2022013011/55491c5eb4c905b44c8b5693/html5/thumbnails/11.jpg)
diverse insights
![Page 12: Aquent/AMA Webcast: Keep it Short and Useful: Mobile Marketing that Fits into Customers Lives and Delivers Value](https://reader030.fdocuments.us/reader030/viewer/2022013011/55491c5eb4c905b44c8b5693/html5/thumbnails/12.jpg)
diverse insights
Societal and Behavioral Shifts
• Smart info consumption
• Control of when/where and how to consume
• Increase of tasks in shorter time frame: e.g. 31 to 24 hours
• User-generated content more the norm
• • •
Source: OTX - US Think Tank
![Page 13: Aquent/AMA Webcast: Keep it Short and Useful: Mobile Marketing that Fits into Customers Lives and Delivers Value](https://reader030.fdocuments.us/reader030/viewer/2022013011/55491c5eb4c905b44c8b5693/html5/thumbnails/13.jpg)
diverse insights
What is the Most Effective of All Mobile Tools?
![Page 14: Aquent/AMA Webcast: Keep it Short and Useful: Mobile Marketing that Fits into Customers Lives and Delivers Value](https://reader030.fdocuments.us/reader030/viewer/2022013011/55491c5eb4c905b44c8b5693/html5/thumbnails/14.jpg)
diverse insightsdiverse insights
The Most Effective Tool is the One That Your Customer is Most Familiar With
![Page 15: Aquent/AMA Webcast: Keep it Short and Useful: Mobile Marketing that Fits into Customers Lives and Delivers Value](https://reader030.fdocuments.us/reader030/viewer/2022013011/55491c5eb4c905b44c8b5693/html5/thumbnails/15.jpg)
diverse insights
When Integrating Mobile
• Create or refine your overall brand strategy
• Create a mobile plan and implementation course that is informed by your brand strategy and position
• Research and study your customers’ mobile behavior and information consumption preferences
• Understand what your customers (and prospects) expect from your brand
• • •
![Page 16: Aquent/AMA Webcast: Keep it Short and Useful: Mobile Marketing that Fits into Customers Lives and Delivers Value](https://reader030.fdocuments.us/reader030/viewer/2022013011/55491c5eb4c905b44c8b5693/html5/thumbnails/16.jpg)
diverse insights
Moving the Customer from One Channel to Next:Seamlessly integrate mobile CTAs (calls-to-action) with your non-mobile marketing
![Page 17: Aquent/AMA Webcast: Keep it Short and Useful: Mobile Marketing that Fits into Customers Lives and Delivers Value](https://reader030.fdocuments.us/reader030/viewer/2022013011/55491c5eb4c905b44c8b5693/html5/thumbnails/17.jpg)
• Applications
• Mobile web
• SMS (Texting/Short Message Service)
• Kindle, iPad…
• Dynamic/location-based engagement
diverse insights
Integrate and Leverage All Components of the Mobile Mix to Connect with Your Non-Mobile Marketing Efforts
![Page 18: Aquent/AMA Webcast: Keep it Short and Useful: Mobile Marketing that Fits into Customers Lives and Delivers Value](https://reader030.fdocuments.us/reader030/viewer/2022013011/55491c5eb4c905b44c8b5693/html5/thumbnails/18.jpg)
diverse insightsdiverse insights
![Page 19: Aquent/AMA Webcast: Keep it Short and Useful: Mobile Marketing that Fits into Customers Lives and Delivers Value](https://reader030.fdocuments.us/reader030/viewer/2022013011/55491c5eb4c905b44c8b5693/html5/thumbnails/19.jpg)
diverse insightsdiverse insights
![Page 20: Aquent/AMA Webcast: Keep it Short and Useful: Mobile Marketing that Fits into Customers Lives and Delivers Value](https://reader030.fdocuments.us/reader030/viewer/2022013011/55491c5eb4c905b44c8b5693/html5/thumbnails/20.jpg)
diverse insightsdiverse insights
![Page 21: Aquent/AMA Webcast: Keep it Short and Useful: Mobile Marketing that Fits into Customers Lives and Delivers Value](https://reader030.fdocuments.us/reader030/viewer/2022013011/55491c5eb4c905b44c8b5693/html5/thumbnails/21.jpg)
diverse insightsdiverse insights
![Page 22: Aquent/AMA Webcast: Keep it Short and Useful: Mobile Marketing that Fits into Customers Lives and Delivers Value](https://reader030.fdocuments.us/reader030/viewer/2022013011/55491c5eb4c905b44c8b5693/html5/thumbnails/22.jpg)
diverse insights
How do you best engage yourcustomer in conversation?
![Page 23: Aquent/AMA Webcast: Keep it Short and Useful: Mobile Marketing that Fits into Customers Lives and Delivers Value](https://reader030.fdocuments.us/reader030/viewer/2022013011/55491c5eb4c905b44c8b5693/html5/thumbnails/23.jpg)
diverse insights
Five Parts of the Mobile Equation• Applications for smart phones (phones with internet access)
• Mobile web m.yourbrand.com vs. yourname.mobi or sites built with mode of access detection capability
• SMS (short message service) Short code marketing and texting
• Kindle, iPad, etc. Content access devices with added functionality
• Location based services Foursquare, Gowalla, and more
![Page 24: Aquent/AMA Webcast: Keep it Short and Useful: Mobile Marketing that Fits into Customers Lives and Delivers Value](https://reader030.fdocuments.us/reader030/viewer/2022013011/55491c5eb4c905b44c8b5693/html5/thumbnails/24.jpg)
VS.
diverse insights
Taste Tests Still Work
![Page 25: Aquent/AMA Webcast: Keep it Short and Useful: Mobile Marketing that Fits into Customers Lives and Delivers Value](https://reader030.fdocuments.us/reader030/viewer/2022013011/55491c5eb4c905b44c8b5693/html5/thumbnails/25.jpg)
diverse insights
![Page 26: Aquent/AMA Webcast: Keep it Short and Useful: Mobile Marketing that Fits into Customers Lives and Delivers Value](https://reader030.fdocuments.us/reader030/viewer/2022013011/55491c5eb4c905b44c8b5693/html5/thumbnails/26.jpg)
diverse insights
Thin Line Between “Spooky,” “Creepy” and Annoying
![Page 27: Aquent/AMA Webcast: Keep it Short and Useful: Mobile Marketing that Fits into Customers Lives and Delivers Value](https://reader030.fdocuments.us/reader030/viewer/2022013011/55491c5eb4c905b44c8b5693/html5/thumbnails/27.jpg)
diverse insights
Case Studies…
![Page 28: Aquent/AMA Webcast: Keep it Short and Useful: Mobile Marketing that Fits into Customers Lives and Delivers Value](https://reader030.fdocuments.us/reader030/viewer/2022013011/55491c5eb4c905b44c8b5693/html5/thumbnails/28.jpg)
diverse insights
Bowery Mission of NYC
Goal:To be the most effective provider of compassionate care and life transformation for hurting people in New York City.
Established in 1879
![Page 29: Aquent/AMA Webcast: Keep it Short and Useful: Mobile Marketing that Fits into Customers Lives and Delivers Value](https://reader030.fdocuments.us/reader030/viewer/2022013011/55491c5eb4c905b44c8b5693/html5/thumbnails/29.jpg)
Challenge: To raise awareness of the plight of the homeless and hungry in New York City and increase donations
Strategy:Approach the age-old problem of hunger and homelessness with a 21st century solution.
Creative use of SMS that included facts, trivia, words of inspiration along with Bowery’s services for users of the services, donors and prospects.
Result:Increased awareness of the Bowery’s Mission
Bonus:Selected Best of Non-Profit, 2009, by Mobile Marketer
diverse insights
Bowery Mission of NYC - Pro Bono Project
![Page 30: Aquent/AMA Webcast: Keep it Short and Useful: Mobile Marketing that Fits into Customers Lives and Delivers Value](https://reader030.fdocuments.us/reader030/viewer/2022013011/55491c5eb4c905b44c8b5693/html5/thumbnails/30.jpg)
diverse insightsdiverse insights
![Page 31: Aquent/AMA Webcast: Keep it Short and Useful: Mobile Marketing that Fits into Customers Lives and Delivers Value](https://reader030.fdocuments.us/reader030/viewer/2022013011/55491c5eb4c905b44c8b5693/html5/thumbnails/31.jpg)
diverse insights
General Mills: Wheaties Fuel
![Page 32: Aquent/AMA Webcast: Keep it Short and Useful: Mobile Marketing that Fits into Customers Lives and Delivers Value](https://reader030.fdocuments.us/reader030/viewer/2022013011/55491c5eb4c905b44c8b5693/html5/thumbnails/32.jpg)
diverse insights
General Mills: Wheaties Fuel
Challenge: Create a mobile campaign to support the new Wheaties Fuel to help reinvigorate and modernize the Wheaties brand
Strategy/ResultCreated next generation SMS campaign integrated with offline, television, and print promotions in partnership with Men’s Health Magazine.
Bonus:Selected among top 10 campaigns of, 2009, by Mobile Marketer
![Page 33: Aquent/AMA Webcast: Keep it Short and Useful: Mobile Marketing that Fits into Customers Lives and Delivers Value](https://reader030.fdocuments.us/reader030/viewer/2022013011/55491c5eb4c905b44c8b5693/html5/thumbnails/33.jpg)
diverse insightsdiverse insights
![Page 34: Aquent/AMA Webcast: Keep it Short and Useful: Mobile Marketing that Fits into Customers Lives and Delivers Value](https://reader030.fdocuments.us/reader030/viewer/2022013011/55491c5eb4c905b44c8b5693/html5/thumbnails/34.jpg)
Keep it Short and Useful: Mobile Marketing that Seamlessly Fitsinto Customers’ Lives and Delivers Value
SPEAKER:Chi Modu, Founder Chief Transformation Officer diverseinsights.comdidigital.net
MODERATOR:Alli LibbAmerican Marketing Association
SPONSOR:Aquent: aquent.com
Thank You!
Get in touch:[email protected]