McCormick Mobile Media - Mobile Giving
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Transcript of McCormick Mobile Media - Mobile Giving
Mobile Giving
Presentation
Mobile Stats
The Mobile Pyramid
Types of Mobile Giving
CTIA, Nielsen
STATS & TRENDS
292M cell phones in US & 97% can
send & receive SMS Text
93% household penetration
24% of households are wireless
Cell phone penetration has surpassed
Cable TV, web access and home PCs
Mobile Stats CTIA 2009-10
As of June 2012, mobile
phones have a 101% market
penetration in the USA.
Google Play or iPhone app?
SMS is the #1 Smart Phone
function.
Should your TV
commercial
have a Call to
Action or Text
to Action?
Mobile Internet Users to pass
Desktops within 24 months.
Watch your data plan!
85% of 18-29 text regularly
65% of 30-49 text regularly
Adults 25-34 send 750
texts a month or 25 a day.
95% of new mobile phone sales have web
browsers and 70 million U.S. customers use
them regularly.
2.27 trillion text messages sent in 2012
(173 billion in 2010; 7.2 billion 2005)
Data downloads up 89% in 2011 (435 MB/month)
Mobile Stats CTIA 2009-10, 2012
Mobile Marketing Stats
Mobile Marketing Industry Info:
Mobile Marketing Association
Common Short Code (Vanity Short Code)
Keyword / Short Code combination
(Text SPA to 58124)
Regular SMS vs Premium SMS
96% of Text Messages are read within
5 minutes & acted upon in 15 minutes
Businesses typically see 5-20%
response rates (Verizon ‘09, eMarketer ‘10)
30% of adults would like to receive
coupons on their phone (Forrester ‘08)
Mobile Stats
SMS is the preferred for
mobile coupons
Most Common Practices?
Marketing & Promotions
What’s it Mean?
Incredible Marketing
Opportunity
People are tethered to their cell phone
Cell phone is part of our identity – ring tones,
social media, apps
Device that across racial barriers
38% say their phone is more important than
their wallet (Pew 2009)
Mobile is ubiquitous
Advantages
& Benefits
But what it really means …
You can develop effective
Push / Pull campaigns, use
behavioral marketing &
enable traditional media
Shift from impressions to
personal engagement.
It also means,
there is a shift from
impressions to personal
engagement
Advantages
& Benefits
It also means,
your ad message
can be added to
social circles and
at the point of
purchase.
Advantages
& Benefits
Mobile Pyramid
1,000,000 people:
970,000 can text
300,000 use mobile web
129,000 Android
78,000 iPhone
Mobile
e-commerce
Apps & Mobile Web
Mobile ads & Mobile ad networks
SMS Text Messaging
Engagement
Reach
Mobile Giving
Text to Give
Text to Give
Text to Give
Raised $230,000 the 1st
year.
Text to Give
Annual Gross Revenue of $500,000
Very strict vetting process
6 to 10 weeks for approval
Requires annual contract
Remit every 60-90 days
Mobile Pledging
Mobile Pledging
Mobile Pledging
Mobile Pledging
Mobile Pledging
Mobile Pledging
Mobile Messaging
Mobile Messaging
Social Giving
Social Giving
Social Giving
Social Giving
Social Giving
Social Giving
Social Giving Case Study
Social Giving
Monetize the Message!
Critical mass of consumers – media, events,
social media, etc.
Clearly communicate that EVERYONE needs
to participate, i.e. Group Effort
2013 – Dip your toe in! You need to launch,
assess, re-launch. Don’t give up.
Tips & Strategy
7.5 things
7.5 Mobile
things to do today!
7.5 things
#1 Make your email blasts
mobile friendly
“view on mobile device” is the 3rd
most clicked
button when included – DMA 2010
7.5 things
#2 Add your phone # to your
Meta-description
7.5 things
7.5 things
#3 Add “Click to Call” ad
extension to Google
AdWords campaign
7.5 things
#4 Claim Your Google
Places profile
7.5 things
#5 Get rid of “spell the
person’s last name”
phone systems
7.5 things
#6 Write your emails for
mobile
7.5 things
#7 Add text/mobile to your
business cards
#7.5 and voicemail!
7.5 things
Thank You!