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Presentation made to Cleveland area marketing professionals hosted at Greater Cleveland Partnership offices
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Making Ideas Move
Making Ideas Move 03.29.2011
Mobile Marketing is…
marketing and communications to customers or constituents on portable devices wherever they may be.
Mobile marketing is not about what…it’s about where.
Making Ideas Move 03.29.2011
The percentage of the US top 1000 brands that have a mobile-friendly website
Source: Circle44 Mobile
48%
Making Ideas Move 03.29.2011
Mobile Websites - Keep It Simple
Successful mobile websites are simple and focused
• Limit content to mobile-focused information
• Be mindful of scrolling• Include non-Flash alternative content• Consider platform specific integration
Making Ideas Move 03.29.2011
Start Small and Grow
1. Provide alternatives to non-mobile content
2. Create a mobile-friendly “view” for the site• Simplified Navigation• On-the-go content
3. Platform Specific Presentation• Pages/Template Designs• Video/multimedia
Making Ideas Move 03.29.2011
ESPN
The ESPN mobile website delivers a tailored experience to visitors based on their individual phone. ESPN has at least four mobile versions of their website with different layouts and content.
Making Ideas Move 03.29.2011
St. Jude Medical Center
Navigating a hospital campus can be overwhelming. When a visitor is lost, the firs thing he turns to is his phone. Having a mobile-friendly website with maps, phone numbers and other key information delivers great customer service, on the go.
Making Ideas Move 03.29.2011
Number of apps in the Android Market. (Up from 30K a year ago)
Source: Google
150,000
Making Ideas Move 03.29.2011
Apps - Many Platforms, Many Rules
Today there are many options for mobile apps . Matching your app platform to your customer base is a critical first step towards success.
Making Ideas Move 03.29.2011
Phones vs. Tablets
When it comes to apps, there are many devices to target. The size of the device and how your customers are using it should drive the type of app being built.
Making Ideas Move 03.29.2011
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Making Ideas Move 03.29.2011
Apps for B2C• News & Information
• Games
• Branded Utility Apps
• Retail Interaction
Making Ideas Move 03.29.2011
Charmin
The Sit or Squat app has been sponsored by Charmin for several years. This app allows consumers to rate public restrooms and search for the best place to go, when you are on the go.
Making Ideas Move 03.29.2011
Chipotle
The app from Chipotle is a tremendous mix of functionality and design. App users can see the full menu, build and order their burrito or simply find the nearest restaurant.
Making Ideas Move 03.29.2011
Apps for B2B
• Tradeshows
• One-on-one sales/catalogs
• Calculators/configurators.
Making Ideas Move 03.29.2011
Rockwell Automation
From training to sales, Rockwell has embraced the iPad and has developed a suite of apps for direct use by customers, apps enabling the sales team to share the Rockwell story and an app to streamline training to the sales force.
Making Ideas Move 03.29.2011
The number of text messages sent by Americans in 2010
187.87billion
Making Ideas Move 03.29.2011
Text Messaging
Short Codes enable direct response and two-way communication
• Codes can be shared or unique company ID’s
• Short code aggregators handle all phone carrier connections
• Campaign response rates have been seen up to 30%
Making Ideas Move 03.29.2011
My Coke Rewards
Coca-Cola is leveraging SMS to deliver reminders and promotions for those participating in the My Coke Rewards program. Regular alerts keep Coke’s brand in front of consumers and can draw dormant users back into the program.
Making Ideas Move 03.29.2011
Redbox
Weekdays are slow movie rental days. To engage registered customers, Redbox offers a free DVD rental each week on their slowest day, Mondays.
Making Ideas Move 03.29.2011
The percentage of Americans who remember seeing a QR Code
Source: Austin & Williams
52%
Making Ideas Move 03.29.2011
The QR Code
QR codes were developed in the mid-90’s by Denso-Wave, a division of Toyota.
Making Ideas Move 03.29.2011
Code vs. Code
Today, there are many competing 2D barcode systems. While QR is quickly gaining in popularity, other companies continue to promote their own systems.
QR Code ScanLife EZ Code
Microsoft Tag DataMatrix
Making Ideas Move 03.29.2011
Why Use a QR Code?
QR Codes are:• Easy to implement• Simplify consumers engagement• Give a high-tech feel to publications• Free
Making Ideas Move 03.29.2011
Downtown Cleveland Alliance
QR codes in ads and billboards give visitors and residents mobile access to news, offers and connections—so they can get moving .
Making Ideas Move 03.29.2011
The Cleveland Auto Show
At the 2011 Cleveland Auto Show, many exhibitors used QR codes to engage consumers. These included:
• Pro Football Hall of Fame• Chevrolet• Subaru
Making Ideas Move 03.29.2011
DigiKnow
We began including barcodes on our business cards over a year ago. Our cards deliver visitors to a mobile-friendly website where a vCard with our contact information can be downloaded.
Making Ideas Move 03.29.2011
What’s Next?
Other technologies, such as the emerging NFC chips (Near Field Communications), will continue to change how we connect and interact through mobile.
Making Ideas Move 03.29.2011
Questions?
Making Ideas Move 03.29.2011
For more information, contact:
Scott ChapinAnalytics and Mobile StrategistDigiKnowCleveland & Buenos Aires
[email protected] 325 1981
Making Ideas Move 03.29.2011