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What mobile marketing is, how to use it effectively, and what the future holds.
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© 2011 Catalyst
Mobile Marketing: What You Need to Know Now
Dan BecaDirector of Solutions Design
Damir Saracevic, Director of Digital Marketing
January 19, 2011
What is mobile marketing?
How do we use mobile effectively?
What does the future hold?
What is Mobile Marketing?
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Wikipedia
Mobile marketing is broadly defined as “the use of the mobile medium as a means of marketing communication “or “distribution of any kind of promotional or advertising messages to customer through wireless networks”
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Smart Phones vs. Feature Phones
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What is Mobile MarketingMobile Web
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What is Mobile MarketingSMS
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What is Mobile Marketing?Codes, codes and more codes
WHAT IS THIS?
Text POLLRIT to 47201 to place your vote!
Results
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What is Mobile MarketingApps
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What is Mobile MarketingLocation Awareness
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Who are Mobile Users?Mobile Technographics Ladder (Forrester)
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How do we use mobile effectively?
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Mobile Services Should Offer Three Core Benefits To Drive Convenience
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Immediacy
We now have the ability to know when someone arrives or departs:
Walk into a store, get presented with a couponDriving near a location, get sent an offer
GPS is available in most mobile devices today—take advantage!!!
Don’t make people search for their location, find it for them
Timing & Location
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Simplicity
If you’re developing cross-channel marketing campaigns, make sure people can actually use them across channels:
Mobile ads should point to mobile web sitesEmail should be readable on mobile devicesPresent content to the user that’s applicable to their current environment:
Location-awareDevice-friendly
Make it Usable
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Context
Relevancy is huge with mobileGive users what they’re asking for:
LocationsDirectionsCouponsMedia, etc.
When they’re not asking for things, be smart
Be Relevant!
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Mobile is a Piece of the Pie
Don’t think of mobile marketing as a unique channel to be used on its own
Use mobile as a part of integrated campaigns:
Mobile + SocialMobile + Direct MailMobile + Print Advertisements
What does the future hold?
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Geofencing
A geofence is a virtual perimeter for a geographic area
Examples of geofencing:iOS 5 reminder capabilities (remind me when I get somewhere or leave somewhere)AT&T ShopAlerts—messaging service in densely populated urban areas like New York and Los Angeles
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Near Field Communication (NFC)
NFC enables two devices to communicate over very short distances
Things it will replace:Credit cardsLoyalty cardsAirline ticketsKey fobsQR codes
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Tablets, Tablets, Tablets…
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Mobile Marketing Growing… Fast
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Marketers Must Wait On Critical Mass Technology Availability
To learn more about mobile marketing,
contact Damir Saracevic at
or call 800.836.7720
Catalyst is a marketing agency that
partners insight with analytics to take
the guesswork out of marketing
decisions. We call it Science+Soul.
Follow Us:
Facebook: facebook.com/scienceplussoul
Twitter: twitter.com/scienceplussoul
LinkedIn:
www.linkedin.com/company/26721
Thanks!
