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Quick Poll
Developers
UX & Designers
Brand Managers Agencies & Media
Buyers
VC & Angel
Investors Ninjas
Who's inthe
audience
today?
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Quick Poll
How long have you been working inmobile?
10+ Years5-10 Years
1-5 Years
< 1 Year
Looking to get into Mobile
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Agenda
MobileMarketing
Defined
The Hype
Cycle
The CustomerHourglass
Questions
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Blue Cross and Blue Shield of Illinois, Blue Cross and Blue Shield of New Mexico, Blue Cross and Blue Shield ofOklahoma, and Blue Cross and Blue Shield of Texas, Divisions of Health Care Service Corporation, a Mutual Legal Reserve Co mpany, an IndependentLicensee of the Blue Cross and Blue Shield Association
Mobile Marketing Defined
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Mobile Marketing Defined
[moh-buhl, mahr-ki-ting]
Marketing is NOT Operations
Creating a microsite vs. enabling m-Commerce.
Marketing is enhanced when operations is engaged.
Marketing is NOT the same as Advertising
Advertising is a subset of Marketing.
4Ps of Marketing
Product, Price, Place &
Promotion
Advertising, Sponsorships, Public Relations, Sales Promotion(Couponing), Personal Selling, Direct Marketing, Internet
Marketing
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Blue Cross and Blue Shield of Illinois, Blue Cross and Blue Shield of New Mexico, Blue Cross and Blue Shield ofOklahoma, and Blue Cross and Blue Shield of Texas, Divisions of Health Care Service Corporation, a Mutual Legal Reserve Co mpany, an IndependentLicensee of the Blue Cross and Blue Shield Association
And Now, the Hype
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What Ive heard over the years
In 1999We need to build a website In 2006We must have a text messaging
shortcode
In 2007Build me a mobile web page In 2010My brand needs an iPhone App ASAP
In 2011Where are our QR code campaigns?
NowShould we build HTML5, Augmented Reality,Tablet apps or NFC?
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Source: http://mashable.com/2010/04/13/mobile-web-stats/
Why all the hype?
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The Gartner Hype Cycle
http://www.gartner.com/technology/research/methodologies/hype-cycle
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Example:
QR Codes in the Hype Cycle
http://2d-code.co.uk/qr-code-hype
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Blue Cross and Blue Shield of Illinois, Blue Cross and Blue Shield of New Mexico, Blue Cross and Blue Shield ofOklahoma, and Blue Cross and Blue Shield of Texas, Divisions of Health Care Service Corporation, a Mutual Legal Reserve Co mpany, an IndependentLicensee of the Blue Cross and Blue Shield Association
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
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The Customer Hourglass
Hyping Awareness via Mobile
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Snow Report users viewweather and snow
updates, as well as tweetsfrom and about their
favorite resorts.
Awareness - North Face utility app Snow Report
(and Trailhead) reach its target demographics
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Location data provides context
When earned advocacy (the last phase) is done well,it fuels awareness
Expect paid media to fuel this first phase
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Awareness
Key Takeaways
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The Customer Hourglass
Developing Consideration with Mobile
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With Tiffanys app, userscan browse rings, learn
about settings, savefavorites, and determine
a ring size.
Consideration - Browse engagement rings and save
favorites in Tiffanys app
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Repurpose your product inventory information andapply onto the real world
Allow consumers to opt-in to receiving informationon deals readily
Yet dont over-invest in Machine Language like QRcodes as new technology will provide instant
context using mobile and social data
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Consideration
Key Takeaways
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The Customer Hourglass
Driving Intent with Mobile
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Intent - Target shoppers create wedding and baby
shower registry lists
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Reduce friction and allow purchasing to happen fromsimple clicks
While still emerging, social commerce will fuelincrease in sales for mobile commerce by populating
shopping lists based on social and location data
Expect next-generation applications to pre-populatethese lists based on historical and social data
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Intent
Key Takeaways
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The Customer Hourglass
Enabling Purchase via Mobile
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In addition, over 1 millioncustomers have subscribed to
Walgreens prescription text alerts.
Purchase
Refill prescriptions with Walgreens scan app
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Remember, point of purchase is no longer limited toa physical location
Nor is it limited to the time of purchasepre payingexists now, and expect a form of post-paying to
someday emerge
Expect gamification and cashing in of social capital tostreamline sales
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Purchase
Key Takeaways
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The Customer Hourglass
Enabling Mobile Support
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The app allows flyers tocheck-in, use e-
boarding passes,
receive text alerts,rebook and cancel
flights, and share flightdetails with
family/friends.
Support
Delta flyers board with e-boarding passes
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Reduce support costs by giving information toconsumers on hand
Use a tiered approach:
Load up most frequented asked questions first
Then follow up by providing the ability for them toconduct peer to peer support
Finally provide them with direct-to-company support
when these avenues have quickly been exhausted
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Support
Key Takeaways
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The Customer Hourglass
Enhancing Loyalty with Mobile
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Loyalty - Starbucks partners with Foursquare to
offer barista badges and drink discounts to Mayors
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Loyalty programs of the past are based on long termcommitment and total potential spending value
In the future, factor in social influence, as well asability to share with others into your loyalty
programs by recognizing then to their peers
The natural outgrowth of loyalty programs involvessocial gaming, where increased spend and social
capital are factored in
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Loyalty
Key Takeaways
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The Customer Hourglass
Driving Awareness through Advocacy
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Tasti D-Lite customers earnTastiRewards every time they
make a purchase using a
rewards card that can
automatically trigger updates
to Facebook, Twitter, or
Foursquare accounts.
Tasti D-Lite rewards brand advocates with points
that translate into free products
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Advocacy is the holy grail of marketing, this is thelowest cost-yet highest trusted form of marketing.
When done correctly, this fuels the top of themarketing funnel, growing the program over and
over.
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Advocacy
Key Takeaways
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The Customer Hourglass
Summary
holy grail of marketing
long term commitment
Reduce support costs
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Blue Cross and Blue Shield of Illinois, Blue Cross and Blue Shield of New Mexico, Blue Cross and Blue Shield of
Oklahoma and Blue Cross and Blue Shield of Texas Divisions of Health Care Service Corporation a Mutual Legal Reserve Co mpany an Independent
Questions?
@DavidShuIp
http://BrandMobileMarketing.BlogSpot.com
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