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Transcript
Presented by Elliot Robia
Pixel Farm is a creativity company
offering all of the services
associated with video production,
animation, interactive marketing and
mobile development.
The State of Mobile Usage
The State of Mobile Usage
•
•
234 million Americans age 13+ are mobile
subscribers (90% of the U.S. population) ¹
50.4% of all U.S. mobile subscribers own
smartphones ²
1. comScore, 2010
2. nielson, 2012
The State of Mobile Usage
•
•
85% of the world’s population has wireless
access, providing greater reach that the
electrical grid (80%)
200,000,000+ farmers in India receiving
government payments / subsidies via mobile
devices
Source: KPCB Internet Trends
The State of Mobile Usage
•
Mobile internet usage most prevalent in the US
and Japan, but usage in China and India is
growing rapidly (with a lot growth ahead)
COUNTRY
3G SUBSCRIBERS
3G PENETRATION
Y/Y SUB GROWTH
US
Japan
China
179 million
117 million
40 million
23 million
56%
97%
4%
26%
10%
172%
3%
1050%
India
Source: KPCB Internet Trends
The State of Mobile Usage
The State of Mobile Usage
•
Apple sold more iOS devices in 2011 than all
the Macs sold in its 28 years of existence¹
1. www.theregister.co.uk/2012/02/17/apple_ios_v_mac_sales/
The State of Mobile Usage
The State of Mobile Usage
Source: O2
The State of Mobile Usage
Over 2 Hours
Source: O2
The State of Mobile Usage
The State of Mobile Usage
•
More users on social networks today than
users of the entire internet in 2006¹
1. KPCB Internet Trends
The State of Mobile Usage
Increasingly
More Time
Being Spent
in Apps vs
Mobile Web
28% Increase
in Apps per
Smartphone
Android & iOS
Users More
Than Doubled
The State of Mobile Usage
•
•
A mobile device is uniquely personal.
It’s always on. It’s always on you. And it’s
totally customizable.
The State of Mobile Usage
MASLOW’S HIERARCHY
OF NEEDS
Source: KPCB Internet Trends
MODERN CONSUMER’S
HIERARCHY OF NEEDS
Marketing to Your Mobile
Customers
Marketing to Your Mobile Customers
•
•
•
•
•
•
•
•
•
Display Ads
SMS/MMS
Bluetooth messaging
Location Based Marketing
QR Codes
Mobile Commerce & Shopping
Paid Search
Voice Marketing
Mobile Apps
Marketing to Your Mobile Customers
•
Consider online marketing: Search, video,
Mobile marketing is not a single marketing channel.
and social media are very different
disciplines.
• In the same way that these disciplines can
work together in online marketing, the best
approach in mobile is an integrated
approach.
• Coupons can be delivered via text messages
that link to barcodes. Mobile display ads
often promote applications. Mobile social
marketing can include video and mobile
Marketing to Your Mobile Customers
•
•
•
•
Step 1: Identify Your Goals
Increase traffic to the Council Bluffs store
Increase social media engagement
Build awareness about a new product/service
Marketing to Your Mobile Customers
•
•
•
Step 2: Determine Your Target
Demographic
If it’s too broad, elements of your campaign
(mobile website, app, SMS system) may try to
do a lot of things poorly instead of a handful of
things well.
If it’s too niche, there might not be a large
enough audience to be worth the effort.
Marketing to Your Mobile Customers
•
•
•
•
Step 3: Understand Your Demographic
Does your target audience use mobile?
How much of your current web traffic comes
from mobile devices?
How does your audience use their devices?
Marketing to Your Mobile Customers
•
•
•
•
Are they likely to text, take pictures, search,
play games, use social media, read news, look
for local businesses, surf the web, download
apps, or scan barcodes?
Do they mobile devices to shop?
When are they using their devices?
How much time do they spend using their
devices?
Marketing to Your Mobile Customers
•
•
•
•
Answer these questions first!
Resources: comScore, Nielsen/NetRatings,
the Mobile Marketing Association and Forrester
Research.
What are your competitors are doing?
What are other companies who sell to the same
demographic as you doing?
Marketing to Your Mobile Customers
 Identify Your Goals
 Determine Your Target Demographic
 Understand Your Demographic’s Mobile Behavior
☐ Develop Your Mobile Strategy
Marketing to Your Mobile Customers
•
•
•
•
•
•
•
•
•
Display Ads
SMS/MMS
Bluetooth messaging
Location Based Marketing
QR Codes
Mobile Commerce & Shopping
Paid Search
Voice Marketing
Mobile Apps
Marketing to Your Mobile Customers
•
•
Marketing to mobile customers does not
necessarily mean you need to build an app!
You don't launch a television station just so you
can market your brand on television!
Mobile Display Ads
Mobile Display Ads
Mobile Web Ads
In-App Ads
Mobile Display Ads
•
•
Use ad networks to distribute ads to mobile
websites and apps that your target
demographic uses.
Google, InMobi, AdMob, Quattr Wireless,
Millennial Media, Medialets, Greystripe, Celtra,
and many others.
Mobile Display Ads
Mobile Display Ads
•
•
Blyk (Finland, UK, India) offers 16-29 year olds
free text messages and minutes in exchange
for viewing targeted ads on their mobile devices
Service offers 5000 Blyk-to-Blyk texts and
minutes, and has 4 million subscribers
Mobile Display Ads
Text Messaging
Text Messaging
•
•
Texting is the most popular mobile activity. It’s
twice as popular as mobile browsing or app
usage.
Emails sometimes sit unopened for weeks.
90% of texts are read within 3 minutes.
Text Messaging
•
•
Text “like username” to FBOOK (32665)
www.facebook.com/FredGoodwill
Text Messaging
•
•
•
Contest entries: offer users the option to enter
contests via text.
Universal Home Entertainment ran an SMS
marketing campaign for the launch of their DVD
“Bring It On: Fight to the Finish.”
Website visitors were encouraged to text
“BringItOn” to enter to win a prize pack. In
doing so, Universal was also able to collect optins for an SMS reminder when the DVD went
on sale.
Text Messaging
•
•
•
SMS works well for time sensitive information.
“Your flight is delayed.”
“Backstage passes go on sale tomorrow at 10pm!”
Text Messaging
•
•
•
Get Permission - Always obtain consent in the
form of an opt-in before messaging users.
SMS is extremely personal and unwelcome
messages can irritate people.
Messages can also cost users money, so it’s
important that the recipients know what they’ve
signed up for and understand the implications.
QR Codes
QR Codes
Mobile Commerce
Mobile Commerce
Mobile Commerce
•
•
Mobile shoppers are simultaneously in the physical
world and in the online world at all times.
They don’t want to get home and find out that the
product they bought has terrible reviews or is 30%
cheaper somewhere else.
Mobile Commerce
Mobile Commerce
•
•
•
Mobile Coupons give you the opportunity to
capture price-sensitive customers, and they also
allow you to capture data for future marketing
Have consumers sign up online or register via
email address, SMS or QR code to receive offers to
their phone
Coupons can generally be redeemed in stores at a
register by having the consumer show the cashier
the coupon, and the cashier can enter the code.
Barcodes can also be scanned directly on the
phone.
Mobile Commerce
•
IHOP offered consumers a free short stack of
pancakes to anyone who texted “IHOPFREE”
to their shortcode.
Mobile Commerce
•
Text “coupons” to 827438 (TARGET) to have
coupons sent to your phone that can be scanned
during checkout.
Mobile Search
Mobile Search
•
The introduction of Google AdWords in 2000
revolutionized the search business by tying
advertising spend to purchase intent.
Mobile Search
Mobile Search
•
•
With mobile search, consumers can now check
product reviews and compare prices while they’re
looking at a product in a physical store.
Mobile search could potentially be a lot closer to
the purchase point than a desktop search (and
therefore be more valuable).
Mobile Search
Source: Marin Software, State of Mobile Search
Mobile Search
•
•
•
Google mobile search volume is up 500% in the
past 2 years ¹
Mobile search is especially useful for on-the-go
users making local search queries
1 in 3 mobile searches has local intent ²
1. Google Retail Advertising Blog
2. Kelsey Group
Mobile Search
•
•
•
•
Target immediate needs
70% of mobile search users complete their task
within 1 hour (compared to 30% with desktop)¹
A search for “urgent care clinic” could trigger “Open
24 hours! No Appointment Necessary!”
A search for “mexican food” from 11am-2pm could
trigger an ad featuring a lunch special. Searches
from 4-6pm could feature 2 for 1 margaritas
1. Mobile Marketer
Mobile Search
•
Mobile ads should target on-the-go users
Mobile Search
Mobile Search
• Couple Things To Note:
• Send users to a mobile optimized site
• It’s even more important to be in position 1
or 2
Mobile Apps
Mobile Apps
Mobile Apps
•
•
•
Apps
must
provide
value
because
there
is
a
barrier
to
entry:
Someone
has
to
download
your
app
before
they
can
use
it,
and
if
it
doesn’t
provide
them
with
something
valuable,
they’re
not
going
to
want
it
cluttering up their device.
If
you
are
going
to
invest
in
an
app,
make
it
something
that
you
would
actually
want
to
use yourself.
No one wants to download an ad.
Mobile Apps
Define the value proposition
1. Will your app be useful or entertaining?
2. Are there existing apps or mobile websites
that do the same thing? If so, what are your
differentiators?
3. How will it benefit your brand and business?
Mobile Apps
•
•
•
•
Remember your goals?
How will this app increase traffic to the Council
Bluffs store?
How will this app increase social media
engagement?
How will this app build awareness about a new
product/service?
Mobile Apps
•
•
A tool provides value
The Chase Bank mobile
app allows customers to
deposit their checks via a
quick photo deposit using
their mobile apps.
Mobile Apps
•
•
•
Entertainment provides
value
NASCAR is the largest
spectator sport in the world.
#2 most watched regular
season sport on TV (after
the NFL)
Mobile Apps
•
The Goal:
3M
wanted to bring social
media attention to the 3M
Racing Team in a fun and
engaging way.
Mobile Apps
•
The Idea: A mobile trivia
game that revolves around
drivers’ social media posts.
Reward players with
badges and trophies to
increase sharability.
Mobile Apps
•
•
•
#4 Free Sports App in the
Apple App store
100,000+ total downloads
Increased Facebook Likes
to over 14,000 in just under
two months
Mobile Apps
•
•
Do you need an App or a mobile website?
Start by asking the question: “What do you
need it to do?”
Mobile Apps
•
•
•
Do users need an interactive user interface?
Apps provide full control of UI and ability to build
rich user experience. Certain UI elements don’t
work as well, or at all, on mobile sites. If you
want to provide immersive entertainment or rich
product demos, such experiences may only be
possible through apps.
Mobile websites can work perfectly well for
product information, comparison shopping, store
or venue location, etc
Mobile Apps
•
•
Do users need to make use of phone features
like GPS, camera, contacts, calendar, etc?
Do you have content that users need to
access offline?
Mobile Apps
•
Northern Spark is annual
art/music event attended
by 50,000+ people in
Minneapolis and St Paul
Mobile Apps
•
With hundreds of projects
being exhibited at 30+
venues, how do visitors
easily find
artists/musicians that
are interesting to them?
Mobile Apps
•
The Idea: An iOS/Android
mobile application that
allows users to browse
and prioritize events
they’re most interested in
based on maps,
descriptions and Twitter
popularity.
Mobile Apps
•
•
•
Users search the map by
project type (film, music,
etc) and find interesting
events near them
Users unlock hidden prizes
around the city by tweeting
Twitter posts referencing
specific exhibits/artists
generated heat maps,
indicating popular locations
Mobile Apps
•
With 50,000+ people
accessing large amounts
of data in a small
geographic area, how do
you avoid overloading
cellular towers?
Final Thoughts
Final Thoughts
1. Mobile is Extremely Personal
•
•
•
Marketers cannot use it without first being
invited in by their audiences. Also, it’s illegal to
“rent” a list of mobile phone numbers.
Privacy continues to be a concern for the vast
majority of people (73% express concern over
personal data collection).
We need to continue to provide value and
remain sensitive to our users. If we overload
them with mobile ads or text them without their
permission, they will cut us off.
Final Thoughts
2. Mobile needs to be integrated with the rest of
your marketing
•
•
Given how seamlessly consumers use their mobile
devices to navigate between digital and traditional
experiences, our marketing needs to tell a cohesive
story.
Email and radio can build SMS lists, in-store
messaging can promote mobile apps, and
barcodes on packaging can drive video views
Final Thoughts
3. Stay ahead of the curve
•
•
•
The pace of change is accelerating.
The market is evolving, new marketing models are
being developed, and devices are quickly acquiring
new features and functionality.
When planning a mobile program, look at the most
recent data, but also try to discern trends at least
six months ahead to see what’s coming.
Thank you!
Thank You!
Elliot Robia
erobia@pixelfarm.com