Today's Session: Marketing & Retention
- The current status of mobile marketing
- Why mobile is a powerful channel for marketing and retention
- How to make mobile interactions profitable
- The best practices associated with mobile marketing
- How to abide by industry codes of conduct
Mobile Today: Exploring Your Options
How marketers are reaching consumers via mobile today
Highest use among business people and teens
Higher use on a % basis by Asians, Hispanics and African Americans
Mobile Internet - WAP banner ads (CNN, ABC, ESPN)
Mobile Video / TV - channels, clips, mobisodes
Branded or sponsored content - games, ringtones, graphics
Text Messaging - broadest reach, highly interactive, can drive items above
The Power of Text
Mobile communication is growing at unbelievable rates
185M+ mobile subscribers in US
75% are text enabled, 139M
70 to 90% of text messages are opened and read
Text demographics:
Approx 50/50 male/female
13 � 34 year olds represent ~64% of text message users
Approx 45% earn between $25K and $75K / year
Approx 13% using SMS every day
Approx 50% more than likely to use sms within the next year
M:Metrics
Mobile Marketing: Terminology
Commonly referred to mobile marketing terms
CARRIER - A mobile phone network service provider (Cingular, T-Mobile, Verizon etc.)
MVNO - A Mobile Virtual Network Operator (Amp'd, Virgin, Boost: sit on carrier network)
AGGREGATOR - Provides messaging connections to all or some carriers
SUB - A subscriber to the carrier's service (Cingular's subscribers)
SMS - Short Message Service or a text message
SHORT CODE - A four, five or six digit code a message can be sent to or delivered from
KEYWORD - A specific word that can be sent to a short code (vote, win, play, stop)
MO - Mobile originated message (message started on your phone and was sent)
MT - Mobile terminated message (message is received on your phone or terminates there)
WAP PUSH - A mobile web link that can be sent to a phone triggering a web session
TARIFF - The charge a end user receives, on their phone bill, for premium content
PREMIUM SMS - A tariff attached to an sms message that generates a billing event
Making Mobile Profitable: Applications
Acquisition - Using mobile marketing to reach and acquire new customers
Promotions - Product promotion codes driving mobile to web or retail
Sweepstakes - Call to action drives entries provides opt-in opportunity
Broadcast Advertising - Mass response, measurement, follow-up
Print - Anytime, anywhere interactive
Outdoor - Time delayed messaging reminder
Web / Email - Cross promotion and opt-in list building opportunities
Subscriptions - Premium content delivered to the phone
Mobile is a unifying medium
Mobile is a measurement device
Mobile is a revenue generator
Executing a Mobile Marketing Campaign: Process
1 - Identify an application provider
2 - Define campaign goals - integration now or later
3 - Create campaign workflow
4 - Apply for a short code - Provisioning (8 to 12 weeks)
5 - Submit your campaign - Certification (10 business days)
6 - Test your campaign
7 - Promote and launch
8 - Measure and refine
