You Don't Need an App For That.ppt

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Presented by Elliot RobiaPixel Farm is a creativity company ofering all of the services associated with video production, animation, interactive marketing and mobile development.The State of Mobile Usage234 million Americans age 13+ are mobile subscribers (90% of the U.S. population) 50.4% of all U.S. mobile subscribers own smartphones 1.comScore, 20102.nielson, 2012The State of Mobile Usage85% of the worlds population has wireless access, providing greater reach that the electrical grid (80%)200,000,000+ farmers in India receiving government payments / subsidies via mobile devicesSource:KPCB Internet TrendsThe State of Mobile UsageMobile internet usage most prevalent in the US and Japan, but usage in China and India is growing rapidly (with a lot growth ahead)Source:KPCB Internet TrendsCOUNTRY 3G SUBSCRIBERS 3G PENETRATION Y/Y SUB GROWTHUS 179 million 56% 26%Japan 117 million 97% 10%China 40 million 4% 172%India23 million3% 1050%The State of Mobile UsageThe State of Mobile UsageApple sold more iOS devices in 2011 than all the Macs sold in its 28 years of existence1.www.theregister.co.uk/2012/02/17/apple_ios_v_mac_sales/The State of Mobile UsageThe State of Mobile UsageSource:O2The State of Mobile UsageSource:O2Over 2 HoursThe State of Mobile UsageThe State of Mobile UsageMore users on social networks today than users of the entire internet in 20061.KPCB Internet TrendsThe State of Mobile UsageAndroid & iOS Users More Than Doubled28% Increasein Apps per SmartphoneIncreasingly More Time Being Spentin Apps vsMobile WebThe State of Mobile UsageA mobile device is uniquely personal.Its always on.Its always on you.And its totally customizable.The State of Mobile UsageMASLOWS HIERARCHYOF NEEDSMODERN CONSUMERSHIERARCHY OF NEEDSSource:KPCB Internet TrendsThe State of Mobile UsageMarketing to Your Mobile CustomersDisplay AdsSMS/MMSBluetooth messagingLocation Based MarketingQR CodesMobile Commerce & ShoppingPaid SearchVoice MarketingMobile AppsMarketing to Your Mobile CustomersConsider online marketing:Search, video, and social media are very diferent disciplines.In the same way that these disciplines can work together in online marketing, the best approach in mobile is an integrated approach.Coupons can be delivered via text messages that link to barcodes. Mobile display ads often promote applications. Mobile social marketing can include video and mobile search and should run in conjunction with other non-mobile promotions.Mobile marketing is not a single marketing channel.Marketing to Your Mobile CustomersStep 1:Identify Your GoalsIncrease trafc to the Council Blufs storeIncrease social media engagementBuild awareness about a new product/serviceMarketing to Your Mobile CustomersStep 2:Determine Your Target DemographicIf its too broad, elements of your campaign (mobile website, app, SMS system) may try to do a lot of things poorly instead of a handful of things well.If its too niche, there might not be a large enough audience to be worth the efort. Marketing to Your Mobile CustomersStep 3: Understand Your DemographicDoes your target audience use mobile?How much of your current web trafc comes from mobile devices?How does your audience use their devices?Marketing to Your Mobile CustomersAre they likely to text, take pictures, search, play games, use social media, read news, look for local businesses, surf the web, download apps, or scan barcodes?Do they mobile devices to shop?When are they using their devices?How much time do they spend using their devices?Marketing to Your Mobile CustomersAnswer these questions frst!Resources:comScore, Nielsen/NetRatings, the Mobile Marketing Association and Forrester Research.What are your competitors are doing?What are other companies who sell to the same demographic as you doing?Marketing to Your Mobile Customers Identify Your Goals Determine Your Target Demographic Understand Your Demographics Mobile Behavior Develop Your Mobile StrategyMarketing to Your Mobile CustomersDisplay AdsSMS/MMSBluetooth messagingLocation Based MarketingQR CodesMobile Commerce & ShoppingPaid SearchVoice MarketingMobile AppsMarketing to Your Mobile CustomersMarketing to mobile customers does not necessarily mean you need to build an app!You don't launch a television station just so you can market your brand on television!Marketing to Your Mobile CustomersMobile Display AdsMobile Web Ads In-App AdsMobile Display AdsUse ad networks to distribute ads to mobile websites and apps that your target demographic uses.Google, InMobi, AdMob, Quattr Wireless, Millennial Media, Medialets, Greystripe, Celtra, and many others.Mobile Display AdsMobile Display AdsBlyk (Finland, UK, India) ofers 16-29 year olds free text messages and minutes in exchange for viewing targeted ads on their mobile devicesService ofers 5000 Blyk-to-Blyk texts and minutes, and has 4 million subscribersMobile Display AdsMobile Display AdsText MessagingTexting is the most popular mobile activity.Its twice as popular as mobile browsing or app usage.Emails sometimes sit unopened for weeks.90% of texts are read within 3 minutes.Text MessagingText like username to FBOOK (32665)www.facebook.com/FredGoodwillText MessagingContest entries: ofer users the option to enter contests via text.Universal Home Entertainment ran an SMS marketing campaign for the launch of their DVD Bring It On: Fight to the Finish. Website visitors were encouraged to text BringItOn to enter to win a prize pack. In doing so, Universal was also able to collect opt-ins for an SMS reminder when the DVD went on sale.Text MessagingSMS works well for time sensitive information.Your fight is delayed.Backstage passes go on sale tomorrow at 10pm!Text MessagingGet Permission - Always obtain consent in the form of an opt-in before messaging users. SMS is extremely personal and unwelcome messages can irritate people.Messages can also cost users money, so its important that the recipients know what theyve signed up for and understand the implications.Text MessagingQR CodesQR CodesMobile CommerceMobile CommerceMobile shoppers are simultaneously in the physical world and in the online world at all times.They dont want to get home and fnd out that the product they bought has terrible reviews or is 30% cheaper somewhere else.Mobile CommerceMobile CommerceMobile Coupons give you the opportunity to capture price-sensitive customers, and they also allow you to capture data for future marketingHave consumers sign up online or register via email address, SMS or QR code to receive ofers to their phoneCoupons can generally be redeemed in stores at a register by having the consumer show the cashier the coupon, and the cashier can enter the code. Barcodes can also be scanned directly on the phone.Mobile CommerceIHOP ofered consumers a free short stack of pancakes to anyone who texted IHOPFREE to their shortcode.Mobile CommerceText coupons to 827438 (TARGET) to have coupons sent to your phone that can be scanned during checkout. Mobile CommerceMobile SearchThe introduction of Google AdWords in 2000 revolutionized the search business by tying advertising spend to purchase intent. Mobile SearchMobile SearchWith mobile search, consumers can now check product reviews and compare prices while theyre looking at a product in a physical store. Mobile search could potentially be a lot closer to the purchase point than a desktop search (and therefore be more valuable).Mobile SearchSource:Marin Software, State of Mobile SearchMobile SearchGoogle mobile search volume is up 500% in the past 2 years Mobile search is especially useful for on-the-go users making local search queries in ! mobile searches has local intent 1.Google Retail Advertising Blog2.Kelsey GroupMobile SearchTarget immediate needs70% of mobile search users complete their task within 1 hour (compared to 30% with desktop)A search for urgent care clinic could trigger Open 24 hours!No Appointment Necessary!A search for mexican food from 11am-2pm could trigger an ad featuring a lunch special.Searches from 4-6pm could feature 2 for 1 margaritas1.Mobile MarketerMobile SearchMobile ads should target on-the-go usersMobile SearchMobile SearchCouple Things To Note:Send users to a mobile optimized siteIts even more important to be in position 1 or 2Mobile SearchMobile AppsMobile AppsApps must provide value because there is a barrier to entry:Someone has to download your app before they can use it, and if it doesnt provide them with something valuable, theyre not going to want it cluttering up their device.If you are going to invest in an app, make it something that you would actually want to use yourself.No one wants to download an ad.Mobile AppsDefne the value proposition1. Will your app be useful or entertaining?2. Are there existing apps or mobile websites that do the same thing? If so, what are your diferentiators?3. How will it beneft your brand and business?Mobile AppsRemember your goals?How will this app increase trafc to the Council Blufs store?How will this app increase social media engagement?How will this app build awareness about a new product/service?Mobile AppsA tool provides valueThe Chase Bank mobile app allows customers to deposit their checks via a quick photo deposit using their mobile apps. Mobile AppsEntertainment provides valueNASCAR is the largest spectator sport in the world. #2 most watched regular season sport on TV (after the NFL)Mobile AppsThe Goal: 3M wanted to bring social media attention to the 3M Racing Team in a fun and engaging way.Mobile AppsThe Idea:A mobile trivia game that revolves around drivers social media posts. Reward players with badges and trophies to increase sharability.Mobile Apps#4 Free Sports App in the Apple App store100,000+ total downloadsIncreased Facebook Likes to over 14,000 in just under two monthsMobile AppsDo you need an App or a mobile website?Start by asking the question:What do you need it to do?Mobile AppsDo users need an interactive user interface?Apps provide full control of UI and abili