DEMYSTIFYING THE HYPEMOBILE MARKETING 2012

F O L L O W M E , B U T J U S T D O N ’ T S T A L K M E : @ D A V I D S H U I PH T T P : / / B R A N D M O B I L E M A R K E T I N G . B L O G S P O T . C O M

@ D AV I D S H U I P

QUICK POLL

• Developers• UX & Designers• Brand Managers• Agencies & Media

Buyers• VC & Angel

Investors• Ninjas

Who's in the audien

ce today?

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QUICK POLL

How long have you been working in mobile?

• 10+ Years• 5-10 Years• 1-5 Years• < 1 Year• Looking to get into Mobile

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AGENDA

Mobile Marketing

Defined

The Hype Cycle

The Customer Hourglass

Questions

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“WHAT‘CHU TALKIN’ BOUT WILLIS?” MOBILE MARKETING DEFINED

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Marketing is NOT OperationsCreating a promo microsite vs. enabling m-Commerce.Marketing is enhanced when operations is engaged.

Marketing is NOT the same as AdvertisingAdvertising is a subset of Marketing.

4P’s of MarketingProduct, Price, Place &…Promotion

Advertising, Sponsorships, Public Relations, Sales Promotion (Couponing), Personal Selling, Direct Marketing, Internet Marketing

MOBILE MARKETING DEFINED[MOH-BUHL, MAHR-KI-TING]

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AND NOW, THE HYPE…

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WHAT I’VE HEARD OVER THE YEARS…

In 1999 – “We need to build a website”

In 2006 – “We must have a text messaging shortcode”

In 2007 – “Build me a mobile web page”

In 2010 – “My brand needs an iPhone App ASAP”

In 2011 – “Where are our QR code campaigns?”

Now…Should we build HTML5, Augmented Reality, Tablet apps and NFC?

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WHY ALL THE HYPE?

@davidshuip

GARTNER HYPE CYCLE

http://www.gartner.com/technology/research/methodologies/hype-cycle@ D AV I D S H U I P

THE GARTNER HYPE CYCLE OF INNOVATION

Source: www..Gartner.com July 2011

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HOW TO FIGHT THE HYPE WITHIN YOUR BRAND

People•Examine your customers’ mobile behaviors

•Who are your customers?•What are they actually doing with mobile?

Objectives

•Determine how both you and your customers will benefit•Brand: Drive Sales, Decreasing Costs, Increasing loyalty•Consumer: Get discounts, Make life easier

Strategy•What are overarching offline and digital initiatives?•How will you integrate mobile with other business operations?•How will you measure the benefits?•How will you market your mobile offerings?

Technology •What types of mobile tools will support the strategy defined above?

Source: http://gigaom.com/2010/09/26/excerpt-use-the-post-method-to-plan-your-mobile-strategy/@ D AV I D S H U I P

THE CUSTOMER HOURGLASSAS EXPLAINED BY JEREMIAH OWYANG FROM WEB-STRATEGIST.COM

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“THE FUNNEL IS DEAD”-JEN EVANS FROM MARKETING PROFS

http://www.marketingprofs.com/articles/2011/5707/the-funnel-is-dead-long-live-the-measurable-customer-narrative @ D AV I D S H U I P

THE CUSTOMER HOURGLASSHYPING AWARENESS VIA MOBILE

AWARENESS - NORTH FACE UTILITY APP SNOW REPORT (AND TRAILHEAD) REACH ITS TARGET DEMOGRAPHICS

Snow Report users view weather and snow updates, as well as tweets from and about their favorite resorts.

• Location data provides context

• When earned advocacy (the last phase) is done well, it fuels awareness

• Expect paid media to fuel this first phase

AWARENESSKEY TAKEAWAYS

THE CUSTOMER HOURGLASS DEVELOPING CONSIDERATION WITH MOBILE

CONSIDERATION - BROWSE ENGAGEMENT RINGS AND SAVE FAVORITES IN TIFFANY’S APP

With Tiffany’s app, users can browse rings, learn

about settings, save favorites, and determine a

ring size.

• Repurpose your product inventory information and take into account user context

• Allow consumers to easily opt-in to receiving information

CONSIDERATIONKEY TAKEAWAYS

THE CUSTOMER HOURGLASSDRIVING INTENT WITH MOBILE

INTENT - TARGET SHOPPERS CREATE WEDDING AND BABY SHOWER REGISTRY LISTS

• Reduce friction and allow purchasing to happen from simple actions

• Provide shopping and wish lists- Based on social and location data, Social media will fuel sales in mobile

commerce

- Expect next-generation applications to pre-populate these lists based on historical and social data

INTENTKEY TAKEAWAYS

THE CUSTOMER HOURGLASSENABLING PURCHASE VIA MOBILE

PURCHASEREFILL PRESCRIPTIONS WITH WALGREENS’ SCAN APP

In addition, over 1 million customers have subscribed to

Walgreens’ prescription text alerts.

• Enable purchase via mobile- Point of purchase is no longer limited to a physical location.

- Nor is it limited to the time of purchase –

Pre paying exists now (Groupon) Expect a form of post-paying to emerge (ISIS - Bill to Mobile)

PURCHASEKEY TAKEAWAYS

THE CUSTOMER HOURGLASSENABLING MOBILE SUPPORT

SUPPORTDELTA FLYERS BOARD WITH E-BOARDING PASSES

The app allows flyers to:• check-in• use e-boarding passes• receive text alerts• rebook and cancel flights• share flight details with

family/friends.

• Reduce support costs by giving requested information to consumers on hand.

• Use a tiered approach: 1. Load up most frequented asked questions first

2. Provide the ability to conduct peer to peer support

3. Give the direct-to-company support when other avenues have been exhausted

SUPPORTKEY TAKEAWAYS

THE CUSTOMER HOURGLASSENHANCING LOYALTY WITH MOBILE

LOYALTY - STARBUCKS PARTNERS WITH FOURSQUARE TO OFFER BARISTA BADGES AND DRINK DISCOUNTS TO MAYORS

• Loyalty programs are CURRENTLY based on:- Long term commitment

- Total potential spending value

• Future- Factor in social influence

- Ability to share with others into your loyalty programs

- Evolve loyalty programs where increased spend and social capital are also metrics considered

LOYALTYKEY TAKEAWAYS

THE CUSTOMER HOURGLASSDRIVING AWARENESS THROUGH ADVOCACY

TASTI D-LITE REWARDS BRAND ADVOCATES WITH POINTS THAT TRANSLATE INTO FREE PRODUCTS

Tasti D-Lite customers earn TastiRewards every time they

make a purchase using a rewards card that

automatically trigger updates to Facebook, Twitter, or

Foursquare accounts.

• Advocacy is the holy grail of marketing• This is the lowest cost-yet highest trusted form of marketing.

• Target influencers of your brand.

• When done correctly:• Fuels the top of the marketing funnel

• Flips the customer hourglass upside down

ADVOCACYKEY TAKEAWAYS

THE CUSTOMER HOURGLASSSUMMARY

Holy grail of marketing

Define Social Capital

Reduce support costs

Paid Media

Gather those prospects

Enable those leads

Make it easy to buy

@davidshuip

QUESTIONS?

F E E D M Y E G O @ D A V I D S H U I PH T T P : / / B R A N D M O B I L E M A R K E T I N G . B L O G S P O T . C O M

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