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Kurt Karlenzig and Michael Oliver of The Marketing Store presented at the ACA 360: Focus on Digital conference 2011. The Marketing Store is a global brand activation agency specializing in consumer promotions (including promotional games), loyalty programs, digital/mobile, and CRM. Knowledge of game mechanics and gamification, mobile promotions and brand activation can help marketers develop a promotional strategy to increase sales.
Citation preview
Michael Oliver Kurt Karlenzig
Mobile Marketing:Supercharge Your Brand From Your Customer’s Pocket
The Marketing Store Worldwide
© 2011 The Marketing Store. All rights reserved. .
The Marketing Store Worldwide
Michael J Oliver @michaeljoliver
Kurt Karlenzig @Kurtkar
@marketingstoretmsw.com
© 2011 The Marketing Store. All rights reserved. .
birmingham | buenos aires | chicago | hong kong | london
paris | santiago | sao paolo | shanghai | sydney | toronto
Established in 1986
904 people worldwide
Part of the HAVI group
© 2011 The Marketing Store. All rights reserved. .
2 © 2011 The Marketing Store. All rights reserved. .
2
AgendaGrowthBehaviorGamification
Marketing Opportunities:DEVELOPING YOUR ROADMAP
Mobile MarketingSupercharge Your Brand From Your Customer’s Pocket
© 2011 The Marketing Store. All rights reserved. .
3
GROWTH
© 2011 The Marketing Store. All rights reserved. .
4
Massive Mobile Adoption
SOURCE-‐ MARY MEEKER-‐ MORGAN STANLEY
© 2011 The Marketing Store. All rights reserved. .
2000 2007
Mobile gets smarter ...
© 2011 The Marketing Store. All rights reserved. .
6
SMARTPHONES OUTSOLD PCS for the first time ever in Q4 2010
SOURCE-‐ IDC DATA
SMART PHONES100.9 MMUNITS
PCs92.1 MMUNITS
© 2011 The Marketing Store. All rights reserved. .
Mobile web useis predicted to eclipsefixed internet use by the end of 2013
© 2011 The Marketing Store. All rights reserved. .
There are more mobile phones in the world than toothbrushes
>90% Americans have phone withinreach 24/7
Average response Nme for email is 48 hours-‐ 4 minutes for a text
Mobile Coupons have 10x redempNon
© 2011 The Marketing Store. All rights reserved. .
Social web is mobile
© 2011 The Marketing Store. All rights reserved. .
“Revolution doesn’t happen when society adopts new technology – it happens when society adopts new behaviours”
- Clay Shirky
© 2011 The Marketing Store. All rights reserved. .
SOURCE-‐ MARY MEEKER-‐ KPCB -‐ FEB 2011
New Behaviour
© 2011 The Marketing Store. All rights reserved. .
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Rapidly changing environment for marketing
© 2011 The Marketing Store. All rights reserved. .
BEHAVIOUR
© 2011 The Marketing Store. All rights reserved. .
SOURCE-‐ EMARKETER-‐ MARCH 2011
BEHAVIOUR
© 2011 The Marketing Store. All rights reserved. .
Retailer apps(Walmart, Target, Etc.) 52% Deal sites
(Groupon, Etc.) 49% Barcode scanners 42%
Location-based apps for nearby deals 22%Coupon apps 37% Price comparison
34%
SOURCE-‐ EMARKETER-‐ MARCH 2011
Moms & AppsShopping Apps - US Mom Smartphone Owners
© 2011 The Marketing Store. All rights reserved. .
© 2011 The Marketing Store. All rights reserved. .
2009 Over 1 MM codes Were entered via mobile
2010 70% of audienceVoted via mobile sms
2011 >25% web visitsvia mobile
Our CustomersGrowing Interest in Mobile Interaction
© 2011 The Marketing Store. All rights reserved. .
© 2011 The Marketing Store. All rights reserved. .
© 2011 The Marketing Store. All rights reserved. .
© 2011 The Marketing Store. All rights reserved. .
The Angry Bird Effect
© 2011 The Marketing Store. All rights reserved. .
© 2011 The Marketing Store. All rights reserved. .
GAMIFICATIONInfluence + EngagementGAMIFICATION
© 2011 The Marketing Store. All rights reserved. .
Social LayerConnections + Connectivity
2000-2010
© 2011 The Marketing Store. All rights reserved. .
Social LayerConnections + Connectivity
2000-2010
2008 - Facebook Connect
© 2011 The Marketing Store. All rights reserved. .
2010 - Facebook Open Graph
Social LayerConnections + Connectivity
2000-2010
© 2011 The Marketing Store. All rights reserved. .
The game layer on top of the worldSeth Priebatsch
Influence + EngagementGame Layer2010-2020
Social LayerConnections + Connectivity
2000-2010
© 2011 The Marketing Store. All rights reserved. .
Gamification The process of using game thinking and game mechanics to solve problems and get people to do stuff.
© 2011 The Marketing Store. All rights reserved. .
game thinking & mechanics StatusAccessPowerStuff
Sticky
+++
+
Cost
+++
+
Gabe ZichermannGamification - Designing for Engagement
© 2011 The Marketing Store. All rights reserved. .
game thinking & mechanics Turns
Action points
Auction or bidding
Capture/Eliminate
Catch-up
Dice
Movement
Resource management
Risk and reward
Role-playing
Tile-laying
Game modes
Goals
Loss avoidance
Piece elimination
Puzzle guessing
Races
Structure building
Territory control
Victory points
Combination conditions
© 2011 The Marketing Store. All rights reserved. .
AR(Augmented Reality) X Motion Sensor X GPS X Coupon = iButterfly
© 2011 The Marketing Store. All rights reserved. .
User Value Business Value
I gain points
I check inThe Gamification BattlefieldBuster Benson, The Game Always Wins
© 2011 The Marketing Store. All rights reserved. .
You get answers & build reputation, we grow our platform
Buster Benson, The Game Always WinsThe Gamification Battlefield
User Value Business Value
© 2011 The Marketing Store. All rights reserved. .
Loyalty vs. EngagementEmotions vs. DemographicsMetrics RuleDesign for MotivationDesign Over Time
Gamification { © 2011 The Marketing Store. All rights reserved. .
© 2011 The Marketing Store. All rights reserved. .
Content! Players!
Interacting!
Acting!
What’s your Engagement Style?!
Explore!
Express! Compete!
Collaborate!
Amy Jo Kim, Ph.D.Smart Gamification
Know the engagement style of your players
Explore Collaborate
CompeteExpress
© 2011 The Marketing Store. All rights reserved. .
Amy Jo Kim, Ph.D.
Know the engagement style of your players
40
Content! Players!
Interacting!
Acting!
What’s your Engagement Style?!
Explore!
Express! Compete!
Collaborate!Explore Collaborate
CompeteExpress
Smart Gamification
Win Challenge
TauntShowoff
Compare
PurchaseCreateBuild
Design
DecorateCustomize Choose
View Collect
VoteRate
ReviewCurate
Comment LikeGreet
GiveHelpShare
© 2011 The Marketing Store. All rights reserved. .
Amy Jo Kim, Ph.D.
Know the engagement style of your players
41
Content! Players!
Interacting!
Acting!
What’s your Engagement Style?!
Explore!
Express! Compete!
Collaborate!Explore Collaborate
CompeteExpress
Smart Gamification
ChallengeBuild
Curate Give
© 2011 The Marketing Store. All rights reserved. .
Gabe Zichermann42
Gamification - Designing for Engagement
Engagement =
RecencyFrequencyDurationVirality(sharing)Ratings
© 2011 The Marketing Store. All rights reserved. .
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© 2011 The Marketing Store. All rights reserved. .
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ROAD MAP
© 2011 The Marketing Store. All rights reserved. .
Developing a Mobile Marketing Plan
© 2011 The Marketing Store. All rights reserved. .
DEVELOPING MOBILE OFFERINGMapping offerings to unique capabilities of mobile
© 2011 The Marketing Store. All rights reserved. .
Developing Mobile OfferingMapping elements to customer lifestyle and interests
© 2011 The Marketing Store. All rights reserved. .
Social Connec+ons OrderingPayments
Examples
© 2011 The Marketing Store. All rights reserved. .
Examples
© 2011 The Marketing Store. All rights reserved. .
Examples
© 2011 The Marketing Store. All rights reserved. .
Examples
© 2011 The Marketing Store. All rights reserved. .
Key Takeaways
• Mobile web reach has hit a mass adoption tipping point.
• SoLoMo behaviour is flipping marketing models
• New behaviour is evolving around the always on always connected lifestyle requiring new engagement models
• Marketers must approach mobile with a plan to deliver experience and value
• Build a roadmap and strategy around the intersection with your customers lifestyle and your brand
© 2011 The Marketing Store. All rights reserved. .
The Marketing Store Worldwide
Michael J Oliver @michaeljoliver
Kurt Karlenzig @kurtkar
@marketingstoretmsw.com
Thank you
© 2011 The Marketing Store. All rights reserved. .