Mobile Mktg UMSL Fall 14 Lesson 3 and 4

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Mobile Marketing

Mobile Marketing 3.0 Mobile Marketing Planning

Mobile Marketing

Mobile Marketing Planning

…mobilize content, drive new revenues, and

support communications with new and existing customers using mobile?

3.0

How can I…

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Mobile Marketing

Mobile Marketing Planning Why Plan?

3.0

Mobile Marketing


3.0

Reminder: Your customers today are: •  More informed •  More influenced and influential •  More engaged by the competition •  Potentially less loyal •  More globally accessible

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Mobile Marketing


3.0

Your business is constantly changing: •  Management •  Communication •  Resources •  Technology •  Outside influences

Mobile Marketing


Remember: Marketing helps drive sales.

Therefore, planning marketing to drive successful sales is a

vital business necessity!

3.0

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Mobile Marketing

Mobile Marketing Planning Why A Plan?

•  Serves as an ongoing, written Road Map

•  Starts & sparks creative thinking

•  Allows you to assign responsibilities and tasks

•  Helps you make strategic decisions and evaluate tactics

•  Manage budget

•  Manage program schedule

•  Analysis of product/service

•  Measure and track results

•  Can be used for management buy-in/consensus

•  Cover yourself in difficult accountability situations

Why Not? •  By the time you complete a

marketing plan, it will no longer be relevant

•  You’re simply too busy

•  You’re already a marketing expert and don’t need one

•  You know your business and your customers and it’s all “in here” (your head)

•  You’re a doer and not a planner—heck, it’s worked well up until now?

3.0

Mobile Marketing

Mobile Marketing Planning The Marketing Brief/Plan

OVERVIEW

•  Define Your Company Background

•  Describe Your Product/Service and the Benefits in Order of Priority

•  Understand Your Market and the Competition

•  Know Your Customer Intimately

•  Develop Your Key Marketing Message

•  Identify Hurdles, Obstacles and Risk

•  Decide on Your Strategy & Integrated Marketing Tactics

•  Set Sales & Marketing Goals

•  Determine Your Budget

•  Execute

3.0

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Mobile Marketing

BACKGROUND INFO

•  Define Your Company Background

•  Describe Your Product/Service and the Benefits in Order of Priority

•  Understand Your Market and the Competition


3.0

Mobile Marketing

DON’T CONFUSE Features & Benefits

Which are the following?

•  Convenient

•  4-speakers

•  Solar powered

•  Save money

•  6-drink holsters

•  Lightweight


4 loud speakers

Awesome stereo

6 drink holsters

Night light

Solar powered

3.0

A feature describes a part of a product or service. A benefit sums up how a product/service will directly offer a user a solution.

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Mobile Marketing


3.0

Mobile Marketing

KEY INFO

•  Know Your Customer Intimately

•  Develop Your Key Marketing Message

•  Identify Hurdles, Obstacles and Risk


•  (who we are/our business) SMART Marketing Solutions, a leading full service integrated marketing agency,

•  (our customer) delivers to medium to large-sized businesses,

•  (USP) over ten years of strategic, high-return, marketing planning, execution and experience (Playtex, Bic, Rogaine, and others) in

•  (our services) branding, marketing, mobile, website design and print design, at high value (price/results/ROI)

•  (problem we’re solving) to support clients looking to gain and/or sustain a competitive advantage.”

3.0

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Mobile Marketing


3.0

Great Example of well-planned mobile marketing… https://www.youtube.com/watch?v=fkCO13drNX4#t=122

Mobile Marketing 2.0

Mobile Marketing Tactics SMS: Best Practice

Hungry Lion case study... •  Awareness •  Engagement •  Redemption •  Target market (HHI, Demo) •  Strategy, Objectives & Tactics •  Call to action •  Media mix •  Results/Outcomes

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Mobile Marketing

US Smartphone penetration is 61% (Mar – May, 13) Neilson

3.0

Mobile Marketing Planning The Marketing Brief/Plan: Know Your Customers



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Mobile Marketing

Everyone has, or will have a smartphone, right?

Smartphone usage continues to climb in the U.S.

More than three out of five (61%) mobile subscribers in the U.S. owned a smartphone during the most recent three-month period (March-May

2013), up more than 10 percent since smartphones became the mobile majority in early 2012.

3.0


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Mobile Marketing

The Mobile Landscape POLL

3.0

What do people most use their mobile phones for (show of hands)?

1. Weather 2. Games 3.  Social Networking 4. Maps/Search 5. News 6. Music 7. Video

Mobile Marketing

MOBILE USAGE

Pew Research 2013.

3.0


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Mobile Marketing

MOBILE USAGE

3.0


63% of adult cell owners use their

phones to go online.

34% of cell

internet users go online mostly using

their phones, and not using some

other device such as a desktop or

laptop computer.

Mobile Marketing

TACTICS, METRICS & GOALS

•  Decide on Your Strategy & Integrated Marketing Tactics

•  Set Sales & Marketing Goals

•  Determine Your Budget

Tinyurl.com/6ys2waz

(see if you can identify the strategy, tactics and objective of Tesco)

3.0

Mobile Marketing Planning The Marketing Brief/Plan: Tactics, Metrics & Goals

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Mobile Marketing

Objective: To be #1 Strategy: Bring Store to the Customers Tactics: Integrated Mobile Marketing and Display Advertising

3.0


Mobile Marketing

DEFINE SUCCESS

•  Impressions

•  New customer acquisitions

•  Sales estimates (dollar volume, units)

•  Costs

•  Profit margin

•  Market share

•  Influence

•  Relationships forged

EXECUTE

•  Team engagement & executive/management buy-in

•  Media research

•  Schedule tests

•  Copy and creative development

•  Develop timeline

•  Rollout (phases)

ESTABLISH A BUDGET

•  What are costs to execute test(s)?

•  What’s your cost to acquire one customer?

•  And/or, what’s your cost to sell one product?

What might help you determine your marketing budget:

•  Matching your marketing message to your medium

3.0


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Mobile Marketing

Mobile Marketing Planning EXERCISE

Congratulations! Your new job as EVP of Mktg for Ford Motor Co. is to quickly craft a marketing plan that will help drive Ford’s expected sales revenues,

minimize risk and support Ford’s position as a leading automobile manufacturer. You have 15 minutes to do this. Good luck…

http://www.foxnews.com/leisure/2011/01/07/ford-unveils-electric-car/

3.0

Mobile Marketing

Mobile Marketing Planning Take-Aways

3.0

•  Now that we understand the value of mobile marketing and are interested to “get in the game” in using it to support our SMB, the question becomes: How can I quickly and inexpensively mobilize content, drive new revenues and support communications with new and existing customers using mobile?

•  The first part of any successful marketing campaign is planning. Keep in mind, marketing planning is necessary to drive successful sales

•  Developing a marketing plan does not have to be intimidating or take long to do. Where there are several standard components of a traditional marketing plan, you can create an abbreviated one in less than 24-hours.

•  Standard answers to marketing questions need to documented in a marketing plan, or brief. These include answers about the product, market, key message, hurdles/risk, defining success, etc.

•  Be sure to clearly articulate: The difference between Strategy, Tactics & Objectives (remember Tesco)

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Mobile Marketing

Mobile Marketing Planning Take-Aways

3.0

•  Use your plan to generate consensus among management, minimize your risk, make

better decisions and most of all, CYA!

•  Always, write your plan down, Test, test, test specific integrated tactics, know what success is and track that success closely

Mobile Marketing

Mobile Marketing 4.0 Mobile Web Optimization Development

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Mobile Marketing

Mobiel Web Optimization

4.0

http://vimeo.com/72769999

Mobile Marketing

•  Watch the video workshop (first 42 min are workshop)

•  Feel free to jump around the video once you feel you’ve got it

•  Go to dudamobile.com, type in a website and start playing with the tool. Feel free to register

•  Feel free to send me a screen grab of your mobile optimized website.

Mobile App/WebApp Build

4.0

Mobile Mktg UMSL Fall 14 Lesson 3 and 4

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Transcript of Mobile Mktg UMSL Fall 14 Lesson 3 and 4