Overview
• Intro to who we are and what we do....• The value of mobile marketing• Case studies • Key tips for planning mobile marketing
strategy
A Mobile Marketing Agency
We make BIG ideas work on little screens
We embrace tomorrows technology today
Technology meets strategy meets creative
WHO IS COMMUNICATOR INTERACTIVE?
THREE STEPS
“Create engagement & build relationships”
THE VALUE OF MOBILEMARKETING?
• Brand recall extremely high - with survey results as high as 51%, with 96% remembering the call-to-action
• Acquisition costs are much cheaper than other mediums 30c - $1.00
• Results are instantly traceable• Makes other mediums more accountable
WEIRD AND WONDERFUL
• 10% of women have used their phone to check their make up
(via their camera)
• Women over 30 are the 2nd highest users of mobile games
(brainteasers)
• Highest accessed mobile content by both male and females is
the weather
• 56% of mobile web users are male and 44% are female
MOBILE MARKETING IN ACTION
MOBILE ENGAGEMENT PROGRAMTHE SMIRNOFF SECRET PARTY
Smirnoff secret party • A secret party targeting 18 – 30 yr olds• SMS to win competition to drive a database • Mobile treasure hunt around the city to find tickets• GPS tracking system....• Mobile website • Banner advertising (3.6% CTR from Bigpond)
HIGH STREET FASHION RETAILER - CAMPAIGN In-store competition aimed at 40 + females.Online and sms entry over 200,000 entries. 25 % opt-in rate for mobile communications Coupon offer had a 19% uptake with a 10% increase in sales.
Cover girl mobile marketing strategy1) Strong mobile site2) A mobile CRM program 3) Text-to-sample program4) Integration with other marketing activities
Mobile site
1) 1-2% CTR from banner advertising
2) Video tips section3) Color match
section4) Join the CG VIP
mobile club
Cover Girl VIP Club
1) Text 3 times per month
2) Offers 3) Tips and tricks 4) New product
launches 5) Samples
Text for Sample
- In print CTA - Samples were gone within hrs - Seeded throughout twitter and “free stuff”
websites
Integration with marketing plan
• Strong CTA on all print• Input your mobile number on the website • Leverage relationship with Americas next top
model using an sms to win comp– TVC – Print – Online – Mobile website (simple text to enter)
Key tips for planning a mobile strategy • Get consumers to opt-in for mobile via your
site and at events etc • Ensure you have a “continue the conversation
plan”• Understand your consumers mobile habits • Consider how to get people to a mobile site
before you develop the site
“Mobile is no longer innovation”Lara Green, Digital Marketing Manager,
CoverGirl and Max Factor (P&G)
OUR BRANDS
THX
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