Week 9 UCLA Extension New Media Marketing Mobile and Apps

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(c) Liz H Kelly August 2014, UCLA Extension

New Media MarketingWeek 9: Mobile Marketing

Tuesday, August 19, 14

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Videos

Week 9 Topics

© 2014, Liz H Kelly (Proprietary and Con:idential)

Mobile Growth

Shopping Companion

Mobile Apps for Marketing

Mobile Trends

Case Studies

Guest Speaker

Wrap-up


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Interactive Mktg Forecast



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Mobile Growth2005

No iPhone

No YouTube

No Twitter

Facebook was college-only social media site

Online ad revenue 12.5 billion


2012

50% of users own smartphones

YouTube has 3 billion views/ day

Twitter has 400 million tweets/day

Facebook has 1 billion users

Online ad revenue $31 billion

Source: Adam Ostrow, Mashable (Nov 2, 2012)


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Ultimate Shopping Companion


79% of people use their smartphone to help them with shopping

95% use smartphones to find local information Location-Based Services)

yet 79% of businesses don’t have a mobile optimized site

Location-Based Services


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Mobile Apps for MarketingCreate your own app using Mobile Roadie

Email marketing with MailChimp

Consider SMS Marketing with Mogreet Express

Create mobile coupons with FunMobility


Let your customer find you with Yelp

Use Photo Apps to add messages (ex. Overgram)


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Global Ad View


80% of all internet traffic comes from outside the US

Some users in France have been using up to 3 GB/day

Watching TV shows on their mobile


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Mobile Marketing Trends


Increased Personalized and Customization

Location-Based Marketing

Narrowcasting

Multimedia & Rich Media Messaging

Even Shorter Content

Gamification of Mobile Ads

Source: CIO


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Mobile Case Study 1


Seattle Sun Tan

35 locations tanning salon on west coast

Mobile Marketing

Sent out discounts and coupons via SMS

4,750 customers opt-in

Generated $196,000 in sales

These customers spent 500% more


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Mobile Case Study 2


TAO Nightclubs

exclusive nightclub in Las Vegas

Mobile Marketing

Sent out exclusive SMS to 2000 customers on the day of events

Offer generated an 11% redemption rate

220 additional attendees

$1,770 in additional entrance fees

Purchased an average of 2 drinks, which was $400 in revenue


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Mobile Case Study 3


Gillette brand awareness

Mobile Marketing

Rich Media ads prompted users to start a race

Launched an interactive game asking users to shave F1 driver Bruno Senna using a car shaped razor

ads targeted males with disposable income

More than 20% of the users ended up playing the game more than once

Do not know impact on brand


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Week 9 AssignmentsAssignment 1 Identify the "When" (Graded, 4 points)

Write the fifth of five Marketing Assignments: identify the "When" (Timeline and Schedule) of your Marketing Plan. Create a timeline by which you will roll out and manage your marketing campaign. This assignment represents a smaller piece of a larger whole: your final Marketing Plan (MP) which is due at the end of class.

Assignment 2 - Prepare 10 Slide PPT (not graded this week)

Prepare your 10 slide PPT for class presentations on Aug 27 and Sept 3We will pick names out of a hat so please be prepared on Aug 27 to present

For your Final Project:Marketing Plan PPT is worth 15 pointsMarketing Plan in Word is worth 15 points



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Grading

Below is our grading grid for assignments:



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CEO/Founder Liz H Kelly has built advertising campaigns and recognition programs for Fox Interactive Media/MySpace, Paramount Pictures, and the first Sprint PCS. She is on the Advisory Board for Net Impact LA and Global Girl Media & regularly speaks on panels, ie Digital Hollywood, Social Media Week LA.

About & Contact

Liz H Kelly, Goody PR & Goody Awards* Founder

[email protected]

Google Voice: 310-987-7207

*part of Sunrise Road Media Inc



mailto:[email protected]

mailto:[email protected]