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Mobile Marketing Summer 2015 Instructor: Ed Busby Former Chief Commerce Officer, Isis (mobile wallet) Former Partner, BCG Media and Marketing & Sales practices busby.ed @gmail.com Office Hours: Schedule via e-mail COURSE DESCRIPTION Digital marketing is undergoing fundamental and highly disruptive changes. Mobile is at the epicenter of these changes. The introduction of new mobile marketing vehicles is accelerating, though the vast majority remains sub-scale. In the wake of this turbulence, marketers need to be aware of the evolving options available, evaluate which are relevant to their marketing objectives and create compelling campaigns that take advantage of the power of these new media. • • • • • Traditional mobile media: Search, display and messaging Apps and game-based promotions: Shopping apps, sponsored apps and games (e.g., sweepstakes) Location-based marketing: Location technologies evolution, geo-conquesting, QR Codes and SmartTags, Check-in Social marketing in mobile: Platforms (LinkedIn, Facebook) Mobile shopping and discounts: Wallet Wars, Showrooming and comparison shopping, and offers The course will primarily target students who are interested in careers in marketing, new media, venture investing or consulting. The course will emphasize both theory and real life applications. The readings will leverage third party readings, original published (and unpublished) BCG research, and cutting edge work from the World Economic Forum on data privacy. Much of the material stems from real life "digital boot camp" materials used to train leading industry executives. LEARNING OBJECTIVES The course will focus on helping students evaluate and take advantage of emerging mobile ad vehicles from multiple perspectives – marketers, agencies, consumers and "digerati." By the end of the course, students will be able to: 1. Understand the key trends in the evolution of the mobile marketplaces 2. Be able to evaluate potential mobile vehicles from the perspective of marketers, consumers and agencies 3. Identify the components of successful marketing campaigns using these mobile media vehicles COURSE MATERIALS Required reading is Mobile Marketing by Daniel Rowles (available on Amazon). The majority of the rest of the course material can be found online and is included in the class descriptions below. In addition to the specific readings, the following online resources/blogs are required reading on a regular basis in order to keep abreast of the latest news in the new media world: TechCrunch: http://www.techcrunch.com Mashable: http://www.mashable.com eMarketer http://www.emarketer.com EVALUATION Class Participation Ecosystem map Use case project 30% 30% 40% (Individual) (Individual) (Study Group) (1) Class participation Students are expected to actively participate in the class. Students will be expected to have informed opinions based on the required readings, their personal experiences, and their own opinions. You don't have to be right – there are too many unknowns to be right all the time – but you should be informed! (2) Ecosystem map One of the most important skills in assessing the development of new marketing media (particularly in mobile) is to understand the ecosystem of players. During this course, we will look at several different "ecosystem maps.” Students will be expected to put together their own ecosystem map for the mobile shopping ecosystem. Students will come to class and exchange their ecosystem maps in small groups to discuss "who is doing what to whom" in the space. (3) Use case project Students will be expected to develop their own "use cases" for mobile media based on the concepts discussed in the course of the class. As part of the project, students will need to: • Create the marketing objective (e.g., broaden brand awareness, increase basket size) • Describe the target audience (e.g., demographics, consumption patterns, device penetration) • Design a marketing campaign to reach the target • Assign specific metrics to track the success of the campaign COURSE OUTLINE Session #1a: Introduction / class overview Topics to be covered Introduction to the class • Class objectives • Project description Why mobile advertising matters • Growth trajectory • Problems mobile can solve for • Barriers to growth The mobile consumer • Customer journey • The local consumer and the in-store experience • Device and OS trends Technology evolution (U.S. and overseas) Integration of marketing vehicles Privacy and user data Preparation • Read Mobile Marketing Chapters 1-6 • • Skim the IAB 2012 / 2013 1H Ad Revenue Report (understand general trends and drivers, percent of revenue for mobile) http://www.iab.net/media/file/IABInternetAdvertisingRevenueReportFY2012POSTED.p df http://www.iab.net/media/file/IABInternetAdvertisingRevenueReportHY2013FINALdoc. pdf Read Mary Meeker’s Internet Trends from the D11 Conference (click on full report link at the bottom of the screen). Pay particular attention to slides #5, #7, #30-73 https://www.kpcb.com/insights/2013-internet-trends Key questions for discussion Assume you are a marketer for a consumer-facing company (to be selected randomly). • Provide a one minute rationale for why you should allocate more resources to mobile • Include a description of the typical “customer journey” Session #1b: User data and Mobile Topics to be covered The role of data • Definition, nomenclature and value of various types of user data (e.g., intent, behavioral, retargeting, social) • Technological approaches to collecting and sharing data • Challenges in the gathering of user data The privacy debate and implications for mobile • Fair Information Practice Principles • Data regulation environment Ecosystem and likely evolution • Current ecosystem (from online display) • Drivers of evolution and "next generation" of user data uses • Key challenges Preparation • Read Mobile Marketing chapter 18 • Read these two articles from the What They Know blog for the Wall Street Journal http://online.wsj.com/article/SB10001424052748703940904575395073512989404.html http://blogs.wsj.com/wtk/ • Read FTC's Fair Information Practice Principles (FIPPS) http://itlaw.wikia.com/wiki/Fair_Information_Practice_Principles • Check out what ads Google thinks are relevant to you at: • https://www.google.com/settings/u/0/ads/onweb/ • • • Click through the BlueKai case studies to get a sense of the payback from user data http://bluekai.com/casestudies.php Read up on how Target knew a teen was pregnant before her father did http://www.nytimes.com/2012/02/19/magazine/shoppinghabits.html?pagewanted=1&_r=2&hp& Read about what mobile apps are collecting about you http://www.nytimes.com/2012/10/29/technology/mobile-apps-have-a-ravenous-ability-tocollect-personal-data.html?src=recg Key questions for discussion How well does Google do in guessing your ad preferences? The privacy debate • Debate the following statement: Should online companies always be required to obtain "opt ins" from consumers before tracking or sharing information about them (e.g., cookies, web beacons) • Are you okay with what Target did? Angry Birds? Session #2a: Traditional Mobile Advertising (Search, Display, Messaging) Topics to be covered Mobile search engine optimization Mobile display • How it works • Programmatic evolution • Targeting options Short messaging service • Types of SMS • Potential uses Preparation • Read Mobile Marketing Chapter 12-13, 15, 17 • Familiarize yourself with how online display infrastructure works as background for mobile. The second article is a bit easier to understand but the graphics in the first are clearer http://www.nusparkmarketing.com/2012/10/a-tour-of-online-display-advertising-dspdmp-rtb-ad-exchanges/ http://www.kbridge.org/online-advertising-explained-dmps-ssps-dsps-and-rtb/ • Read this article in the Times that gives an overview of the evolution of mobile advertising http://www.nytimes.com/2012/10/29/technology/advertisers-refine-mobile-pitches-forphones-and-tablets.html Key questions for discussion What do you think makes for a good mobile banner ad? • Have you ever clicked on a mobile banner ad? When is the last time? • What would you use a mobile banner advertisement for? How would you use traditional mobile advertising to promote a good or service (to be selected at class)? Session #2b: Mobile sites and applications Topics to be covered Mobile commerce and payments (online and offline) and what it means for marketers • Ecosystem overview and economics of existing players • Creating a consumer experience in mobile payments • What that means for marketers Mobile site design Creating a mobile application • Value proposition • Native vs. HTML vs. hybrid • App store dynamics • App marketing Preparation • Read Mobile Marketing chapter 9-10 Key questions for discussion How would you use a mobile application to promote a good or service (to be selected at class) • What capabilities would you develop in the app? • How would you market the application? • What metrics would you use to judge the success of the app? Session #3a: Local ecosystem evolution Topics to be covered Understanding who the buyers are and where they advertise today • Who they are: National retailers, Franchises, Small and medium business • Where and how they buy today: Newspapers, directories, radio, local TV, direct mail Deep dive: An approach to understanding small business needs • Major verticals • Segmentation approach • Needs by segment • Challenges in selling local advertising (aka Why digital is so darn manual) Broader digital ecosystem evolution • Framework to understand the ecosystem • Overview of players in the ecosystem (e.g., SEM, Daily Deal space, check in services, local display) • How to create strategic advantage in the market Preparation • • • Understand the decline of traditional media http://www.economist.com/node/11413206 Participate in either a "daily deal" or "check in" special and interview a knowledgeable person in the business to understand the following issues: o How many of these promotions have they participated in? o How did they decide between the various promotion options out there? o What do the economics look like for them? Do they make money? o What have the response rates to the deal been? How does it compare to other advertising options? o Will they do it again? Why or why not? Read an overview of the Jimmy Choo "Catch a Choo" campaign http://mashable.com/2010/04/27/foursquare-jimmy-choo/ http://fashionablymarketing.me/2010/05/catchachoo-jimmy-choo-foursquare-campaign/ Key questions for discussion National case study discussion: Jimmy Choo "Catch a Choo" campaign • What were the "Catch a Choo" campaign objectives? • How successful was Jimmy Choo in achieving those objectives? • What were the elements of the campaign that made it successful? • How could the campaign have been improved to make it more successful? • What lessons would you take away from this experiment for other brands? Session #3b: Location technologies Topics to be covered Macro-location technologies • How to locate a phone (handset, network approaches) • Tradeoffs of different approaches • Applications Micro-location approaches • Beacons • WiFi In-situ communication vehicles • QR Codes • NFC Preparation • Mobile Marketing chapters 15-16 • Familiarize yourself with how Google is obtaining location information http://www.zdnet.com/blog/networking/how-google-and-everyone-else-gets-wi-filocation-data/1664 Key questions for discussion What is wrong with these QR codes? How would you use location marketing to promote a good or service (to be selected at class)? • What type of location • How are you going to obtain required permissions • How will you deliver messages Session #4a: Social mobile Topics User journey and trends Social options • Platforms (Twitter, Facebook) • Multimedia sharing (pictures, video, etc.) Native ad targeting demonstration • How to target • Custom audiences Social media marketing best practices • Mobile content marketing • Creating sharing • Three screen integration Preparation • Mobile Marketing chapter 11 Key questions for discussion • How would you use social mobile marketing to promote a good or service (to be selected at class)? Session #4b: Mobile Commerce Topics Loyalty programs • Putting loyalty programs on mobile • Punchards Coupons and offers programs on mobile • Formats • Challenges Mobile payment and mobile wallet • Starbucks program • NFC Wallets and evolution of HCE • The story of MCX Conquesting and showroom-ing Next generation POS Opportunity to transform the commerce experience Preparation • Familiarize yourself with Google Wallet, Isis mobile payment, and PayPal schemes http://www.pcmag.com/article2/0,2817,2393962,00.asp http://www.pcmag.com/article2/0,2817,2411247,00.asp http://www.pcmag.com/article2/0,2817,2401664,00.asp Key questions for discussion How is the mobile payment market likely to evolve? • What are the advantages each brings to the market? (e.g., penetration, capabilities, access to data) • Do you think consumers will use the technology? Why or why not? Session #5a: Next generation evolution Topics to be covered Augmented reality Wearable technology Internet of things Preparation Mobile Marketing chapter 14 Other TBD Key questions for discussion Evaluate the various mobile advertising vehicles using the frameworks discussed in session #1 • Which are most / least likely to be successful • For which industries is each vehicle likely to be most / least effective Session #5b: Wrap up Topics Tying it all together • Best practices in using / experimenting with new media • Building brands in new media • Implications for marketing organizations and the marketing role Imperatives for future careers in new media marketing Key questions for discussion Discussion of the ecosystem maps Due: Social ecosystem map Session #6: Use case readouts Topics Group use case presentations • Each group will present to the class Preparation • No readings for this class Due: Use cases