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Activating Your Marketing Mix With Mobile Aug 2011
Activating Your Marketing Mix With Mobile Aug 2011
Activating Your Marketing Mix With Mobile Aug 2011
I KNOW HALF OF MY MONEY IS WASTED ON ADVERTISINGI JUST DONT KNOW WHICH HALF.
John Wanamaker
2 | Vibes, 2011
LESSON #1
DONT DEPLOY MOBILE IN A SILO
Activity does not equal results. When you think about adding mobile, dont approach it as a stand-alone advertising channel look beyond buying banner ad impressions from mobile ad networks. Similarly, just having an iPhone app may check the mobile box internally, but how is that integrating into your overall marketing strategy? We believe that one of the most effective ways to deploy mobile is by layering it across your existing advertising channels. You are spending those dollars anyway; adding a mobile call to action gives you something to measure immediately. It makes traditional media more accountable.
3 | Vibes, 2011
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Featured Phone
Total Subscribers
4 | Vibes, 2011
CONNECT YOUR MOBILE WEBSITE, YOUR APPS AND YOUR MESSAGING STRATEGIES
By this we mean make sure all mobile touch points interact with each other to drive greater results. Most brands today have different partners helping execute the different channels within mobile. Align your strategies across partners with a central point of communication if possible.
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APP APP
5 | Vibes, 2011
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LESSON #2
WINNING LOYALTY IS BOTH ART & SCIENCE
At the heart of a mobile strategy is your ability as a marketer to get someone to give you his or her time and willingness to interact. A mobile phone is a consumers most personal possession. 91% of Americans keep their cell phone within three feet of them 24/7 and a third say they would rather be without their wallet than their phone.
PERMISSION BASED
SMS E-mail Direct Mail Mobile Display Online Display Direct Mail
6 | Vibes, 2011
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CREATE VALUE
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7 | Vibes, 2011
LESSON #3
ONLY USE MOBILE WHEN TIME, LOCATION AND INTERACTION MATTER
Now we are ready to talk tactics. What makes an effective mobile program? We believe its all about time, location and interaction. Mobile is an effective medium when your brand has something interesting or important to say that is relevant to a consumer based on specific characteristics. If a program is not mobile appropriate have the discipline to use another medium.
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THE PERFECT MOBILE CAMPAIGN USES AT LEAST ONE OF THESE VARIABLES, BUT USUALLY ALL THREE. If you use store specific keywords youll know exactly where he or she is theyre in your store. In fact, because you know where the call to action is, youll know theyre about 25 feet from the front door looking at the end cap of aisle 4. This type of instant location data capture is possible with QR codes as well. If someone scans a QR code to get product information, you know where they are in the store at that moment. Thats pretty precise location data. A retailer can test out different locations with different keywords or QR codes to see if a certain location within the store performs better now. Thats valuable information for retailers!
8 | Vibes, 2011
LESSON #4
ENGAGE, DONT INTERRUPT
A mobile campaign has to be unique and make the recipient feel special. If it doesnt engage, it runs the risk of interrupting and alienating the end user.
Heres what you shouldnt do. Remember Lesson #3. You should always give the consumer choices Dont send the same offer you just sent via e-mail via text as well. Thats not special.
about how they want to hear from your brand. Do they want: Weather reports via e-mail, but school closings via text? Deals of the day via text, but weekend sales via e-mail? Unique coupon codes via text not e-mail? Sports alerts via text, but sports reporting from print, e-mail, radio or TV? With mobile, the medium determines the message. Give consumers different channels to hear from your brand and theyll opt in based on their preferences. Then, keep them engaged by respecting those preferences. Converse with your best customers in a manner that you would want to be communicated with mobile is powerful use it, dont abuse it.
9 | Vibes, 2011
LESSON #5
MEASURE AND TEST YOUR MOBILE CAMPAIGN
Widely accepted metrics for measuring mobile marketing are not yet available because mobile is a still developing medium. But that doesnt mean there isnt data that can be analyzed. As weve stated, the most effective way to use mobile marketing is to overlay it across all your marketing channels. If youve added a call to action in your traditional channels, you can measure the number of callto-action responses for a specific period of time. If you offer a mobile coupon, you can measure the redemption rate. If you launch a mobile app, you can measure the number of downloads and the ongoing engagement. If you buy mobile advertising you can measure clicks and conversions. If youre not testing, youre not learning, and if youre not learning, your brand will be left behind. Use mobile to drive app downloads
CONCLUSION
If youve gotten this far, youre thinking about integrating mobile marketing into your marketing mix. Take the next step and commit to testing at least one new mobile tactic this year. Activate your traditional advertising and sponsorships with text Launch a mobile coupon campaign Test a location-based campaign Optimize your mobile website for mobile use
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REMEMBER OUR TOP 5 LESSONS:
1. Dont deploy mobile in a silo 2. Winning loyalty is both art and science 3. Only use mobile when time, location
and interaction matter
3 4
10 | Vibes, 2011
ABOUT VIBES
Founded in 1998, Vibes is a mobile marketing and technology leader that helps some of the worlds biggest brands acquire, engage and deepen relationships throughout the customer lifecycle. Vibes Catapult platform enables brands, agencies and media companies to launch a wide range of mobile solutions from SMS, to MMS, QR Codes, on-screen, alerts, mobile web, mobile incentives and integration with social platforms. Using Vibes Mobile Relationship Management (MRM), companies forge immediate and long-lasting customer relationships by tapping into the uniquely personal nature of the mobile phone. The Company has delivered billions of mobile experiences on behalf of customers that include Verizon, Allstate, The Gap, Tribune, Fox, Crispin Porter + Bogusky, Gannett and the Chicago Bulls. Vibes is one of only nine Tier 1 aggregators with secure, direct connections to all the major carriers.
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Vibes 300 W. Adams St. 7th Floor Chicago, IL 60606 p: 312.589.6960 Copyright 2011 No part of the contents of this publication may be reproduced or transmitted in any form or by any means without the written permission of Vibes.