Using Mobile to Achieve Truly Integrated Marketing - Curt Prins

Using Mobile to Achieve Truly Integrated Marketing

Mobile March 2013

My background:• B2B Marketer

• In technology since 1995• Startups to F500

• Mobile Experience• 2009: Nonprofit--Text2Give & SMS• 2011: PoliMobile--Political campaigns• 2012: Consulting: SMB & F500

What’s Integrated Marketing?

Strategy aimed at unifying different marketing

methods such as mass marketing, one-to-one

marketing, and direct marketing to complement

and reinforce the market impact of each method.

Impacts of little marketing integration:• Promotional budgets are wasted.• Customers/prospects get lost in the shuffle.• Conversions are dramatically reduced.• Sales cycles are extended.• As much as 25% of annual revenue is lost in

the process.

(Source: IBM/eConsultancy, 6/2012)

Challenges of integrating promotions:• Marketing tools can be siloed by companies.• Call-to-action rarely are unique nor trackable.• Analytics don’t often cross channels well.• CRMs often act like barriers.• Leads from traditional tools, like broadcast

media, don’t track well into online.

Mobile-the G.L.U.E. that binds it all:Growing:

• Smartphone sales are growing 50+% annually.• Mobile data usage will increase 11x by 2017.• SMS volume rose 21% last year.

Loyalty:• 67% of smartphone users sleep with their phones.• 70% would give up sex before their mobile• 43% of iPhone would ditch their shoes instead

Mobile-the G.L.U.E. that binds it all:Ubiquity:

• 87% of Americans own a mobile phone.• High-speed 4G access cover 75% of Americans• SMS is accepted by 97.8% of all mobile phones.

Elasticity:• Over $12B/month is now process by card readers.• Mobile replaced pilot binders in all US airlines.• New iPhone app tests urine for medical issues.

• The broadcast and print campaign promoted their 12-taco packs during the college bowl games.

• QR Codes only appeared on the boxes and drinks.• No contest, but traffic was route to exclusive ESPN pre-

game analysis.

• The senator keynoted the 2013 Conservative Political Action Conference (CPAC).

• “Text the word GROWTH to 33733, and when you do that, you’ll be joining us in helping to spread the word that freedom works.”

• Rock-the-Vote launch an aggressive, 20-state transit campaign to register young voters.

• NFC-enabled posters allowed people to ‘bump’ their phone and routed them to mobile-optimized site.

• QR Codes and SMS opt-ins were also provided.

• Girl Scouts of America developed a mobile app, “The Cookie Finder” to help route to the nearest stand. While launching a mCommerce mobile site.

• In 2012, more than 40K troops had their own readers.

http://curtpr.in/149K4in

Where to start:• Mobile optimize your web site.• Reach out to your key customers and ask

them about their mobile use. • Develop user personae to help navigate use.• Explore SMS, Google’s AdMob and other

mobile tools on a limited basis, but be frugal.• Scale up what works; graduate to an app.

Thank You!PDF Copy: Text INTEGR8 to 75309