Play moblie caroline greener february 2012

Play Mobile

Caroline GreenerMarketing ManagerAudiences North East

10 Trends in Mobile Marketing

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1. Smartphone Ubiquity

2. Mobile Pull Marketing

3. Mobile Push Marketing

4. Proximity Marketing

5. Global Eyes

6. mCommerce

7. Deals and Rewards

8. Site Shrinking

9. Triple Screening

10.SoLoMo


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A smartphone is a mobile phone with computer-like features that can include:

• e-mail• an Internet browser• a personal organiser• touch screen • a full keyboard• Camera/video recorder• GPS• WiFi• Mobile broadband• Application Programming

Interface (API)

Ubiquity: Market Share

Ubiquity:Platform ShareAndroid is now leading the UK smartphone market with a 37% marketshare compared to Apple’s iOS with 22% and Blackberry’s RIM with 23%, with especially Android and Apple taking marketshare from Nokia and its Symbian platformSource: Digi Squared

53% of online users are

engaging with arts and

culture online

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2. Mobile Pull Marketing

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giving consumers ways to interact with your advertising over mobile devices, and pulling them closer to a purchase decision

Mobile Pull:QR Codes

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Mobile Pull: QR Codes

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Measuring Success: 5 Metrics you need to Monitor QR codes

• Impressions • How many views on original media

• Snaps• How many people take a shot and link through

• Snap-through rate • Snaps ÷ impressions

• Actions• How many buy or take next step

• Conversion rate• Actions ÷ snaps


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Mobile Pull: Augmented Reality

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Wikitude World Browser

Mobile Pull: Augmented Reality

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Layar – The Invisible Artist

3. Mobile Push Marketing

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Mobile Push: SMS & MMS

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4. Proximity Marketing

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Localized wireless distribution of advertising content associated with a particular place

• Bluetooth

• WiFi

• GPS

• Near Field Communications (NFC) enabled phone reading Radio Frequency ID (RFID) chip

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The untimely death of Facebook Places

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Is checking in, checking out?

“They’re going to have to overcome privacy concerns with sharing your location at a specific moment before educating people about their services.”

“Even after learning about the service, people will still ignore it because it shares your location. If they can find a way to not alert everyone in the world you’re “not at home” but at their business, only then it will it grow to something meaningful.”

“No one wants to share where they are with the world. You’ll have cases of intruders using these services to break into your house while you’re away.”

5. Global Eyes

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• Language translation technology

• Google Goggles

• Wordlens

Global Eyes: Google Goggles

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Global Eyes: Wordlens

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6. mCommerce

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2012 will offer consumers many more payment options

• PayPal

• Google Wallet

• 50% have shopped on phone

• 11% shopping weekly

• 28% use smartphone to find product information

• Mobile sales will overtake PC sales by 2014

mCommerce: Google Wallet

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mCommerce: Pergamon Museum

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Smartphones used as digital admission tickets

• Visitors load mpass to phone

• Amount is added to phone bill

• Ticket arrives by MMS as QR code

• Turnstiles read QR code

7. Deals and Rewards

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• Mobile coupons

• Price comparison

Deals and Rewards: mobile coupons

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Opportunities

• Targeting the most desirable customers

• Perfect for push distribution

• Real time, needs-driven discounting

Challenges

• Acquiring mobile technology

• Building mobile relationship with customer

Deals and Rewards: price comparison apps

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1. Amazon Price Check

2. Barcode Hero

3. Barcode Scanner

4. Consumer Reports Mobile Shopper 2012

5. Goodzer

8. Site Shrinking

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Essential features:

• Quick browsing

• Security

• Fast loading images

• Zoom functions

• Professional image

• Coherent retail message

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9. Triple Screening

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In 2012 and beyond, expect attention to your advertising to shift as people in front of televisions frequently -- and simultaneously -- reach for two additional screens: tablets and smartphones

Triple Screening: Escape the Map

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10. SoLoMo

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Social, Local and Mobile Marketing:

• Integrated

• Multichannel

• Nascent

• Chance to establish loyalty

Challenges

• Avoid spamming

• Coherent message

• ONE WORD Mobile Marketing Audit

• ONE WORD Mobile Marketing Action Plan

• Feed back

• Play Mobile

Have a drink and a think

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Technology

Play moblie caroline greener february 2012