NEW Mobile Marketing 2 PDF

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(C) 2010 www.MobileMarketingLeadership.com All rights reserved.1

The NewMOBILE MARKETING

LEADERSHIP BONUS REPORT#2

http://www.mobilemarketingleadership.com
http://www.mobilemarketingleadership.com/http://www.mobilemarketingleadership.com/http://www.mobilemarketingleadership.com/


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Legal Notice

COPYRIGHT:

Copyright 2010 MobileMarketingLeadership.com and HowMark Mobile, LLC. All rights reserved.

LIMITS OF LIABILITY / DISCLAIMER OF WARRANTY:

This report is NOT legal or accounting advice. You need to do your own due-diligence to determine if the

content of this report is right for YOUR business. No earnings claims are being made anywhere in this

report or in the marketing of this report. The publisher of this report is not liable for any damages or

losses associated with the content in this report.

In English: You are a business person, I am a business person you need to be responsible for your

own marketing and actions online.


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Mobile Campaigns

The Three Main Vehicles for Mobile Campaigns

Text Messaging or SMS

Text messages, which first came out in the early 90s, continues to be one of

the most popular mobile marketing vehicles. There are forecasts indicating

that it will remain to be so for many more years into the future. (Please see

graph on the next page. Graph courtesy ofTEKELEC.)

In the U.S., SMS is on a serious upswing. About 90 million Americans have

either sent or received a text message. According to Mobile Media Monitor

findings, high usage rate is found among younger Americans (80% of people

below the age of 25 are regular SMS users).

http://home.sbc.edu.hk/~lwmm/newscut/materials/TekMedia_wp.pdfhttp://home.sbc.edu.hk/~lwmm/newscut/materials/TekMedia_wp.pdfhttp://home.sbc.edu.hk/~lwmm/newscut/materials/TekMedia_wp.pdfhttp://www.mobilemarketingleadership.com/http://www.mobilemarketingleadership.com/http://www.mobilemarketingleadership.com/http://home.sbc.edu.hk/~lwmm/newscut/materials/TekMedia_wp.pdf


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Although the majority of text messages are transmitted person-to-person,

more and more Americans are using SMS to interact with brands. We see a

growing number of people using SMS to interact with TV shows (like voting

on American Idol, joining trivia contests about program content, and getting

program alerts). We also see people participating in on-pack promotions (e.g.,

texting codes found on product packages for a chance to win an instant prize).

There are also the mobile coupons which drive buyers to retail outlets (like

discount vouchers for Dunkin Donuts Lattes and EA games) and so on. Text

messaging is to the mobile world as the email is to the Internetjust without

the graphics.


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However, it should be noted that marketers can't just send out promotional

text messages to consumers without an opt-in (or without the consumers

agreeing to it). Before a brand can (legally) send marketing messages (or ads)

to consumers, they must first ask permission from them.

The most common tactic for obtaining permission for push messaging from

consumers is by inviting them to engage by sending a message through a shortcode. This is typically done with the support of other promotional media like

TV or radio ads, websites, billboards, print ads, or product packaging. To a

limited degree, SMS allows for the interactivity of the internet wherever and

whenever the consumer wants to engage with a brand even if they're not in

front of a computer.

Picture Messaging or MMS

Multimedia Messaging Service or MMS functions very much like SMS. The nice

thing about MMS is that it supports images, animation, video, and audio, and

that enables marketers to push rich media ads to consumers. Additionally,

MMS is interactive in a way similar to SMS that it enables recipients to

respond to messages and engage with brands.

While MMS has a smaller reach than what SMS has, promotional MMS us more

capable in terms of activating consumers. The ROI on MMS is quite


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compelling--five percent is actually considered a low response rate to an MMS

campaign. There are evidences of conversion rates of over 20 percent on well

targeted MMS programs.

Mobile Internet Advertising

More and more marketers are taking notice and are starting to extend

branding and response campaigns with mobile internet banner ads. And there

are plenty of reasons why they should.

According to BIA/Kelsey, in early 2009, there were 54.5 million mobile

Internet users in the United States, representing 25 percent of online users.

Neal Polachek, chief executive officer of The Kelsey Group, has this to say

about the trends:

The trend lines for usage, revenue and application development

indicate a turning point that compels us to devote more resources

and deepen our coverage of this market segment. Our MLM practice

will focus on mobile as a critical and key driver in the overall

transformation of the advertising industry.

The BIA/Kelsy report also pointed out that:


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the number of mobile web users will reach 95 million by 2013 there were 54.5 million mobile internet users in the US at the time,

representing 25% of online users

approximately 15% of iPhone applications are local.One of the greatest benefits of mobile display advertising is that it provides a

richer palette for brand advertising (albeit a smaller one), while avoiding the

need for opt-ins or consumer-initiated reply messages.

Apps

With smartphone sales on the rise, the popularity of apps has no way to go but

up. In an article by the Gizmag Team titled The Rise and Rise of Mobile Application

Stores (January 18, 2010), mobile application downloads are expected to

exceed 4.5 billion in 2010 and will grow to 21.6 billion by 2013.

http://www.gizmag.com/the-rise-and-rise-of-mobile-application-stores/13912/http://www.gizmag.com/the-rise-and-rise-of-mobile-application-stores/13912/http://www.gizmag.com/the-rise-and-rise-of-mobile-application-stores/13912/http://www.mobilemarketingleadership.com/http://www.mobilemarketingleadership.com/http://www.mobilemarketingleadership.com/http://www.gizmag.com/the-rise-and-rise-of-mobile-application-stores/13912/http://www.gizmag.com/the-rise-and-rise-of-mobile-application-stores/13912/


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Consumers are also predicted to spend US$6.2 billion in 2010 in mobile

application stores and growing to US$29 billion three years after.

Furthermore, free applications are expected to continue to account for an ever

greater share, growing from 82% of all downloads in 2010 to 87% of

downloads by 2013. In 2010 alone, apps advertising revenue is expected to

generate US$600 million worldwide.

Many free applications derive their revenue from advertising. This is typically

done with banners as well as full page advertising (e.g., between game levels).

As smartphones grow in popularity and application stores become the focus for

several players in the value chain, more consumers will experiment with

application downloads, said Stephanie Baghdassarian, research director at


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Gartner. Games remain the No. 1 application, and mobile shopping, social

networking, utilities and productivity tools continue to grow and attract

increasing amounts of money.

Applications of Mobile Marketing


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Text-to-win Text-to-win promos are

very popular with consumers because

they are very easy to understand and

participate in. For marketers, text-to-

win promos provide a very convenient

way to manage a competition or prize

draw and popular with consumers.

An example of a text-to-win campaign is the Text SKWIN to 55022 promo by

Smoothie King. Smoothie King did this in over 500 stores. The promo gave

consumers the chance to win one of 20 Swimsuit Getaways by texting "skwin"

to 55022. Through the promo, consumers can also opt-in to receive ongoing

Smoothie King specials. Additionally, SMS messages contained a link to

coupons that increased traffic at their retail locations. (Image courtesy of2du.)

Voting and participation TV Text voting for TV programs (such as

American Idol) are incredibly popular and provides for an additional revenue

stream for the broadcaster and/or the production company. (Image courtesy

ofDot Tel Ads.)

https://www.2dubusiness.com/Promotions/bTexttoWinbExamples/tabid/104/language/en-US/Default.aspxhttps://www.2dubusiness.com/Promotions/bTexttoWinbExamples/tabid/104/language/en-US/Default.aspxhttps://www.2dubusiness.com/Promotions/bTexttoWinbExamples/tabid/104/language/en-US/Default.aspxhttp://dottelads.com/http://dottelads.com/http://dottelads.com/http://www.mobilemarketingleadership.com/http://www.mobilemarketingleadership.com/http://www.mobilemarketingleadership.com/http://dottelads.com/https://www.2dubusiness.com/Promotions/bTexttoWinbExamples/tabid/104/language/en-US/Default.aspx


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Quizzes Quizzes are very popular among marketers as a tactic to engage

their customers, and they can work very well even on mobile phones. A quiz

can either be a simple text message or an application which offers a deeperlevel of interactivity using graphics, sound and animation, score keeping, etc.

Typically, a quiz is initiated by consumers by texting a key word to a

shortcode. (Image courtesy ofFresh Mobile Platform.)

http://www.freshplatform.com/casestudies/quizuloushttp://www.freshplatform.com/casestudies/quizuloushttp://www.freshplatform.com/casestudies/quizuloushttp://www.mobilemarketingleadership.com/http://www.mobilemarketingleadership.com/http://www.mobilemarketingleadership.com/http://www.freshplatform.com/casestudies/quizulous


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Mobile content/mobile media The mobile content industry is already huge

and has rapidly increased (not to mention greatly evolved) over the last few

years. (Image courtesy ofXellular.)

Definition of Mobile Marketing

The Mobile Marketing Association (MMA) defines Mobile Marketing as:

a set of practices that enables organizations to communicate andengage with their audience in an interactive and relevant manner

through any mobile device or network.
http://xendolev.typepad.com/xellular/2007/08/mobile-content.htmlhttp://xendolev.typepad.com/xellular/2007/08/mobile-content.htmlhttp://xendolev.typepad.com/xellular/2007/08/mobile-content.htmlhttp://xendolev.typepad.com/xellular/2007/08/mobile-content.html


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In a press release, the MMA pointed out that the crux of the new definition lies

in two parts of its taxonomy, and they are as follows:

1. The set of practices includes activities, institutions, processes,industry players, standards, advertising and media, direct response,promotions, relationship management, CRM, customer services, loyalty,social marketing, and all the many faces and facets of marketing.

To engage means to start relationships, acquire, generate activity, stimulate

social interaction with organization and community members, [and] be

present at time of consumers expressed need. Furthermore, engagement can

be initiated by the consumer (Pull in form of a click or response) or by the

marketer (Push).



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According toJunta42, for 2010, approximately six out of 10 marketers surveyed

plan to increase their spending on content initiatives. The findings (from

January, 2010) came from a survey of 259 marketing professionals.

Junta42's report also pointed out that:
http://www.junta42.com/resources/content-marketing-spending-2010.aspxhttp://www.junta42.com/resources/content-marketing-spending-2010.aspxhttp://www.junta42.com/resources/content-marketing-spending-2010.aspxhttp://www.junta42.com/resources/content-marketing-spending-2010.aspx


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Content Marketing Spending comprises 33% of the total marketingbudget (up 11% from 2008)

Smaller companies spend more than 2x that of larger companies oncontent marketing

Marketers are increasing their focus on mobile content solutions Only 7% of marketers are spending less on content in 2010

According to the report, 59% of marketers surveyed plan to increase content

marketing spending in 2010, compared with 56% in 2009 and 42% in

2008.(Graphs courtesy ofJunta42.)

http://www.junta42.com/resources/content-marketing-spending-2010.aspxhttp://www.junta42.com/resources/content-marketing-spending-2010.aspxhttp://www.junta42.com/resources/content-marketing-spending-2010.aspxhttp://www.mobilemarketingleadership.com/http://www.mobilemarketingleadership.com/http://www.mobilemarketingleadership.com/http://www.junta42.com/resources/content-marketing-spending-2010.aspx


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It also found that marketers are leveraging new media content products more

than ever. Nearly three quarters of those surveyed are leveraging content

through social media and a majority are tapping into blogs and e-newsletters.



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Customer Relationship Management (CRM) The mobile phone is a two-

way communications tool. Its not just about pushing content or a message

one-way, it also means that customers can call or text the marketers back.

This makes it one of the best channels to use when building relationships with

consumers. Its also provides an effective way for handling customer service

issues like notifying someone to confirm that their order has been delivered,

or that theyre overdrawn at the bank. (Image courtesy ofBlackberry Cool.)
http://www.blackberrycool.com/2009/06/11/maximizer-mobile-crm-for-blackberry-walkthrough/http://www.blackberrycool.com/2009/06/11/maximizer-mobile-crm-for-blackberry-walkthrough/http://www.blackberrycool.com/2009/06/11/maximizer-mobile-crm-for-blackberry-walkthrough/http://www.blackberrycool.com/2009/06/11/maximizer-mobile-crm-for-blackberry-walkthrough/


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Interactive Voice Response (IVR) IVR is an old technology which can be

traced back to landlines. This is the engine behind those (sometimes

irritating) press 1 for yes and 2 for no systems. It can be used for paying for

stuff mobile content, phone voting, but it also has potential for some great

creativity.


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2D Barcodes - Several technologies exist in the world of 2D Barcodes. Some

of the better known are the QR Code and the Semacode. 2D barcodes and 2D

barcode reading software allows users to take a picture a 2D barcode with

their mobile phone camera and be taken to a mobile webpage without typing

in a single character. A sample of a QR code is shown below.

Device Detection Device detection capabilities are embedded into the

programming code of a web site. Device detection enables the web site to

detect the device being used to request content and serve the most

appropriate version.

Geo-Targeting Geo-Targeting is the method of determining the physical

location of a website visitor and delivering content to that visitor based on his

or her location.


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Mobile search Most, if not all, search providers have mobile versions of

their search engines and they are now becoming more sophisticated. Google

Mobile Search offers Local Search that enables users to find local businesses

and will then display a map (Google Maps) or phone number with the option

of click-to-call on the appropriately-enabled handset.


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