MOBILE MARKETING DIGITAL 101 TRAINING 5_2_11

BC4 | SPRING 2011

DIGITAL 101Mobile Shopper Marketing - Engaging

Customers Where They Roam

©2011 SCHAWK RETAIL MARKETING. All Rights Reserved

WELCOME

Agenda

1. What is Mobile Marketing

2. Operating Systems

3. Connecting with Consumers

4. Developing a Mobile Shopper Marketing Strategy

5. Mobile Marketing Tactics

• Mobile Websites/Search

• Text Message/SMS

• Mobile Coupons

• Mobile Ads

• Barcode Scanning

• Location-Based Networks

• Smartphone Applications

• iPad Applications

2


WHAT IS MOBILE MARKETING?

• Connects with consumer anywhere at anytime.

• Marketing technology that can be used through entire purchase cycle.

• Allows consumers to price compare in-store.

• Shop and purchase on the go.

• Messages are far more relevant and personal.

• Share information via Social Apps.

3


MOBILE TECHNOLOGY OPERATING SYSTEMS

4

• IOS (iPhone)

• Android

• Windows Mobile

• RIM (Blackberry)

• Tablets


CONNECTING WITH CONSUMERS

5

• SMS Campaigns

• Text Alerts

• Price Comparison

• Store Locator

• Coupons

• Mobile Ads

• Mobile eCommerce

• Smartphone Applications


MOBILE SHOPPER MARKETING STRATEGY

6

• Understand client’s marketing and business objectives.

• Define Primary and Secondary Target Audience.

• Analyze key consumer insights.

• Understand all touch points to reach consumer via mobile.

• Decide on mobile platforms.

• Develop a strategy and plan to help overcome objectives and meet goals.


MOBILE SHOPPER MARKETING TACTICS

7

Mobile Websites/Search

• Retailers must optimize their sites for mobile viewing.

• On-the-go consumers have little patience for traditional websites.

• Traditional websites are designed to be accessed from computers with greater visual capacity and much larger screens.

• Consumers can search via mobile, but will most likely not be engaged if the search result provides a non-optimized mobile site.



8

Mobile Websites



9

Text/SMS

• 68% of mobile subscribers use text message, which allows it to deliver the greatest reach.

• Used for promotions.

• To push out daily deals and specials.

• To provide further information while on-the-go.



10

Text/SMS – Case Study

Sears 2011 BTS

Core AudiencePrimary – TeensSecondary – Moms

Objective: Drive teens and moms in-store to shop for BTS apparel.

Solution: Engage in-store with a treasure hunt through specific departments. The object of the hunt is to text in or us QR code to retrieve clues. Upon completion of treasure hunt, consumer receives a coupon for a percentage off or a give away.

Benefit: Engages teens in a fun game like activity, drives traffic in-store, entices consumers to view merchandise, and acquires mobile numbers for future marketing.



11

Mobile Coupons

• Provides savings in the palm of the consumer’s hand.

• Is readily available when consumer is ready to shop.

• Easy for consumer.

• Third party apps like Key Ring allow consumer to store all theirloyalty cards right on their phone.

• Numeric code via SMS or barcode scanned at checkout.



12

Mobile Ads

• iAds – Target Case Study

http://www.mobilemarketer.com/cms/news/advertising/9928.html

• Ad Mob – www.admob.com



13

Barcode Scanning (UPC, QR Code)

• Allows for in-store price comparing.

• Deeper product information not available at shelf.

• Instant savings via coupon.

• Marketing videos.



14

Location Based Networks

• Third-party operators such as Shopkick, Foursquare and Gowalla.

• Used for driving traffic in-store for promotions using “check-in” for rewards.

• GPS and IP can be leveraged through a mobile website which allows a retailer to brand the experience.



15

Smartphone Applications

• Used to establish an exclusive ongoing exchange with target audience.

• Most functions delivered through an app can be built on a mobile website.

• Finding mobile shopping apps has become somewhat of a challenge for consumers.

• Large retailers have begun to move aggressively into the mobile space by offering custom-branded apps.

• Consumers are comfortable making some purchases from their smartphones, but a tablet has a strong advantage.

• Consumers tend to interact on a regular basis with smartphone apps for banking, news, weather and social.



16

Smartphone Applications



17

Walgreens – iPhone App



18

Meijer iPhone App



19

iPad Applications

• Catalogs

• Customization

• Sales Floor Assistant

• Personal shopper

• Registries: E-Commerce

©2011 SCHAWK RETAIL MARKETING. All Rights Reserved 2020

1 2 3

4 5 6

Layout is‘tapworthy’ Big buttons make categorynavigation simple

Product details areoptimizedfor the device

Video sells! Big buttons for the cartmake checkout a breeze

iPadl-specific promotions, like free upgraded next-day air

convert and build loyalty

iPad


http://www.SchawkRetailMarketing.com

Jeremy RyanDIGITAL SOLUTIONS ARCHITECT

SCHAWK!T +1 551 JTR-TECH (587-8324)F +1 888 415 [email protected]://www.linkedin.com/in/jeremythomasryan

Donee DamoreDIGITAL STRATEGY DIRECTOR

SCHAWK!T +1 312 [email protected]://www.linkedin.com/in/dodamorehttp://twitter.com/dodamore

Documents

MOBILE MARKETING DIGITAL 101 TRAINING 5_2_11