Mobile

marketing

inspiration

to get you

thinking

DIGIT 12

Michael Leander

• michael@michaelleander.me•@michaelleander < Twitter• Facebook/Linkedin “Michael Leander”

See the pictures from the session here

Pictures from the session here http://www.facebook.com/media/set/?set=a.10151162406261039.437893.232078671038&type=1

… and other new opportunities to interact and get a response from your

audience using QR codes (or not)

Me too, me too, me too,me too, me too, me too !

Drink and scan –if you can !

The future is already here — it's just not very evenly distributed.William Gibson, 1993

104.000.000SIM Cards issued in Pakistan

… and growing

7 out of 10 Pakistanis

5-6 million smart phone users in Pakistan

Mian Muhammad Mansha

Expected to grow to 50 million by 2016 (Ericsson Pakistan)

Sources: Telenor Pakistan and Socialbakers.com

Mobile internet users: 1 in 4

Facebook penetration: 1 in 4 of online population(total 8 million)

18-26 year olds:

high data consumption on feature phones

Models designed for featurephone users

In closing

• Remember there are two kinds of people

Blackberry &Feature phones

And so should you

Get 11 mobile marketing case

studies – with your business card

Which reads the most words

pr minute – the eye or the ear?

2.500 words per minute 125 words per minute

The eye reads 20 times faster than the ear @michaelleander

We are in the picture

economy

Challenge: from eyeballs

to reel interaction?

Make sure you include USP’s

and/or branding when appropriate

Call to action: Links and

descriptive text needed

Stir an emotion

WHAT DOES THE PICTURE ECONOMY MEAN FOR OUR MOBILE MARKETING ACTIVITIES?

Meet Good ‘ol AIDAA = Attention (Awareness)

I = Interest

D = Desire

A = Action

Attention

Interest

Desire

Actionwww.linktext.com > learn more about this masterclassand see how attending can help you increase your email marketing ROI www.linktext.com

Spend: € 22Revenue: € 4.950

Community engagement – picture economy

• The secret lives of luxury shoes

• Photos are submitted through Instagram using the hashtag #BGShoes

• Image is placed on map near Bergdorf’s of Manhattan

A day in the life of a mobile user

Mobile is a case of push and pull

The biggest change is what?

Touch is

the biggest change

Touch will change the game completely

• Make sure your websites are mobile

native – or mobile friendly

• Learn about HTML 5

Beware of permission and make sure mobile users understand what they get themselves into

Mobile or mobility?

Key trends changing buying behavior

Key trends changing buying behavior

Mobile marketing is multichannel multiply

ROMI by 5, 10, 25

What your audience expects

What your audience experience

It is a [multi-channelgame of many devices, many platforms and umpteenthdelivery formats

Integrate touchpoints for maximum engagement

Maximize each touchpoint while measuring ROMI

Lifecycle thinking applied in mobility

Pushing your mobile

advertisements

• Click through rates very high on mobile banner adds

• Click through rates for in-app adds up to 12 times higher

Mobility How to engage the moving audience

Thin

Which real problem are you solving?

Which problems does the tablet bank solve?

Tripit.com keeps track of trips- Notifications - Track loyalty programs- Integrates with social networks

Foursquare –mobile & relevant time and place offers

Consumers are becoming more and more cautious

Trust is critical

Remember your trust emblems(positive associations, testimonials etc.)

Short attention span, loads of intrusion- how do you cut through the clutter?

Brain filter

Do I know you?Do I need you?

Can I trust you?

Unique passionateemotionalauthenticfocused

interactivemeaningful

…

How to get into the Mind Box?

7 senses to consider for any mobilemarketing campaign

• Lust; the anticipation of pleasure, (which we crave)

• Mystique; an unanswered question that intrigues us and makes us want to solve the puzzle

• Alarm: the threat of negative consequences, which demands immediate response

• Prestige: symbols of rank and respect, which earn us status and admiration

• Vice: rebellion against rules, which tempts us toward “forbidden fruit”

• Trust: certainty and reliability, to which we give our loyalty

• Commonsense; use your commonsense

See examples of these senses

applied – get the case studies

Which senses do this Westin

mobile add play on?

Axe girl wake me up

• Sign-up via qualification

• IVR

• Different Axe girl calls every day

Think: Solves a real problem in a fun way(service) and generates continous awarenesss

Michael Leander is an internationalmarketing speaker. He has spoken in Pakistanand 40 other countries

Find him herehttp://www.twitter.com/michaelleanderSpeaking: http://www.michaelleander.meConsulting: http://www.michaelleander.com

Questions, comments:send an email to michael@michaelleander.me

Bonus slides …

Mobile Email Design Best Practices

• A narrow email width

• Single column layout

• Compelling subject line

• Large headlines & Call to Actions (CTA’s)

• Bullet proof buttons

• Graceful Degradation

McDonald’s CampaignPush Notifications with CircleTie Egypt

Trigger Based Push Notifications

Notifications sent from nearest McDonald’s whenever any of the following happens:• User passes within 2 km of a McDonald’s

venue• User discovers nearby fast food• User searches for venue that is categorized as

fast food

All to people whom have given consent (permission) to receive notifications

Get Feedback, Attach vouchers or URLs

McDonald’s Egypt used the attachment feature to drive people to their Facebook page

On BlackBerry too

Other words of importance

• Mobile search is significant

• Mobile content

• Create your own mobile universe and distribute that content to all channels