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- Herausgeber: John Wiley & Sons
- Kategorie: Wissenschaft und neue Technologien
- Sprache: Englisch
A step-by-step guide to successful mobile marketing strategies Go from zero to sixty with this practical book that helps you craft and deploy mobile marketing strategies for everything from brand building to lead generation and sales. As part of the popular do-it-yourself, Hour A Day series, this new book is full of advice, practical tips, and step-by-step tactics you can put to use right away. Start leveraging location-based marketing via Foursquare and Yelp, see how to set up and manage mobile commerce, and try such technologies as QR codes, ambient communication (RFID and Bluetooth), mobile broadcasting, and more. Take action now and mobile-loving customers will soon find you, thanks to these successful ideas and strategies from expert mobile marketers, Rachel Pasqua and Noah Elkin. * Shows you step by step how to develop, implement, and measure a successful mobile marketing strategy * Pares down a complex process into approachable, bite-sized tasks you can tackle in an hour a day * Covers vital mobile marketing weapons like messaging, mobile websites, apps, and mobile advertising to help you achieve your goals * Gets you up to speed on location-based marketing via Foursquare and Yelp, using mobile commerce, and leveraging technologies such as as QR codes, ambient communication (RFID and Bluetooth), and mobile broadcasting Mobile Marketing: An Hour A Day is a must-have resource for marketers and advertisers who want a compelling mobile presence.
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Seitenzahl: 625
Veröffentlichungsjahr: 2012
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Contents
Foreword
Introduction
Chapter 1: Map the Mobile Opportunity
Market Size and Growth Potential
The Global Rise of Smart Devices
Key Mobile Activities
How Mobile Is Changing the Face of . . . Everything
In Conclusion
Chapter 2: Week 1: Develop Your Mobile Strategy
Draw the Line Between Strategy and Tactics
Monday: Understand What You Can Achieve with Mobile Strategy
Tuesday: Collect the Right Information to Build Your Business Case
Wednesday: Understand Your Audience and Opportunity
Thursday: Evaluate Your Mobile Presence and Benchmark Your Mobile Readiness
Friday: Create a Business Case for Mobile within Your Organization
In Conclusion
Chapter 3: Week 2: Start Simple—SMS
Monday: Learn Where, How, When, and Why to Use SMS
Tuesday: Determine Business Considerations
Wednesday: Define Your Partners and Develop Your Campaign
Thursday: Integrate SMS into Your Overall Marketing Strategy
Friday: Manage and Measure Your Mobile Messaging Campaigns
In Conclusion
Chapter 4: Week 3: Maximize Reach with Mobile Websites
Monday: Establish a Development Approach for Your Mobile Site
Tuesday: Determine Your Design Approach
Wednesday: Make Key Development Decisions
Thursday: Make Your Site Findable with Mobile SEO
Friday: Define Your Mobile Analytics
In Conclusion
Chapter 5: Week 4: Maximize Engagement with Mobile Apps
Monday: Understand Native App Considerations
Tuesday: Build Your App Content Strategy
Wednesday: Consider Development Options
Thursday: Develop an App Marketing Plan
Friday: Outline Unique Measurement Considerations and Optimization Tactics for Native Apps
In Conclusion
Chapter 6: Week 5: Promote Your Message with Mobile Advertising
Monday: Develop a Mobile Ad Campaign Strategy
Tuesday: Define Your SEM Plan
Wednesday: Define Your Mobile Display Plan
Thursday: Decide Where Mobile Email Fits into the Mix
Friday: Outline Your Campaign Management, Tracking, and Analysis Approach
In Conclusion
Chapter 7: Week 6: Leverage the SoLoMo Nexus
Monday: Understand the Opportunity
Tuesday: Determine Use Cases
Wednesday: Define Your Partners
Thursday: Realize Location-Based Marketing Opportunities
Friday: Define Key Analytics
In Conclusion
Chapter 8: Week 7: Check Out M-Commerce
Monday: Understand the Opportunity
Tuesday: M-Commerce Approaches
Wednesday: Select Appropriate M-Commerce Channels
Thursday: Establish Your Mobile Couponing Approach
Friday: Define Payment Processing Options
In Conclusion
Chapter 9: Week 8: Drive Awareness with Ambient Media
Monday: Image Technologies
Tuesday: Augmented Reality
Wednesday: Near-Field Communications
Thursday: Mobile Broadcasting
Friday: Digital-Out-of-Home
In Conclusion
Chapter 10: Chart the Future Forward
The New Customer Journey
The New Guiding Principles of Digital
Mobile Innovations to Watch
In Conclusion
Appendix A: Research Firms
Subscription Research Firms
Research Resources
Appendix B: SMS Aggregators
Tier 1
Tier 2
Tier 3
Appendix C: Mobile Web Resources
Device Detection
Test Tools
Appendix D: Mobile App Resources
App Development Resources
Test Services
App Marketing Resources
App Analytics Firms
Appendix E: Mobile Ad Networks
Premium
Premium Blind
Blind
Appendix F: Blogs, Online Publications, and Twitter Feeds
Blogs
Online Publications
Twitter Feeds
Appendix G: Conferences, Events, and Organizations
Conferences and Events
Industry and Professional Organizations
Glossary
Index
Advance Praise forMobile Marketing: An Hour a Day
“Nothing gets you closer to your consumer than mobile. And nothing gets to closer to mobile marketing perfection than Mobile Marketing: An Hour a Day.”
— Greg Stuart, CEO, Mobile Marketing Association and Co-Author of What Sticks
“Noah and Rachel have crafted a book that is filled with clear, well thought out strategic guidance on all things mobile. As you read, you can tell how passionate and knowledgeable they are on the topic, but more importantly, how experienced they are in guiding clients through strategic decisions. They don’t offer one-size-fits all approaches, but instead present readers with information and expert perspectives to help customize the strategy on an individual business (and budget) level. This is an excellent go-to guide for mobile novices as well as mobile maestros.”
— Joy Liuzzo, President, Wave Collapse
“In an industry where the only constant is change, Elkin and Pasqua expertly detail the mobile landscape, tactics, and tools available to today’s mobile marketer. This is a must-read for those who seek to avoid shiny new object syndrome to develop long-term mobile strategies with tangible business outcome.”
— Sara Holoubek, CEO, Luminary Labs
“I have known and worked with Rachel and Noah for many years, and they have always provided the last word for me on all things mobile. I found myself getting immersed in the book as I read - just as I did when I listened to them talk about mobile marketing and strategy in person. There is no doubt that this is now my go-to book for mobile. Not only does it have the brain trust going for it, but it also has the data to back it up.”
— Rob Garner, VP Strategy, iCrossing and Author of Search and Social: The Definitive Guide to Real-Time Content Marketing
“Mobile is so important - more important than many realize - but so often not properly understood. If you ever wished that one or two levelheaded types would sit you down and take you through the whole thing, step-by-step, this is your lucky day.
“Rachel and Noah are two of the cleverest, best informed people in mobile. You need to see things the way they see them, if you want a mobile strategy that’s more than hit-and-hope wrapped up in fancy buzzwords.
“Where a lot of books in this field will treat you like an idiot or an expert, Mobile Marketing: An Hour a Day gives it you straight, explaining the jargon and marking out a clear path to developing a useful mobile strategy. Unless you are a bona fide mobile expert already, you should read this - it is on the required reading list for me, my colleagues and clients as of now.”
— Antony Mayfield, Founding Partner, Brilliant Noise and Author of Me and My Web Shadow
“Mobile has become what we all are. Noah and Rachel have done marketers a huge service in producing a knowledge resource that will equip them to ride the tide of change rather than be crushed by it. Think of this book as an essential read and a starting point to a roadmap, one that will allow you to plot the path for your mobile marketing strategy to succeed.”
— Peggy Anne Salz, Mobile Industry Author and Founder, MobileGroove
“There are two meaningful misconceptions about mobile: one is that it is about devices, and the other is that it is a single, homogenous thing. Mobility is a consumer context: you are mobile whether you’re in the office on your phone, in the living room watching television, or on a plane on a tablet. What you’re doing and what mobility means to you are very different things in each of those contexts, and for marketers, the applications in each of those settings can vary greatly. Refreshingly, Noah and Rachel deeply understand this and offer practical advice to help you successfully take advantage of the most personal and measurable medium ever available to a marketer.”
— Eric Litman, Chairman and CEO, Medialets
“This is a crucial read for anyone trying to make sense of the mobile space and understand how to best leverage mobile for marketing. Easy-to-follow principles make it simple to develop your strategy and help you stay ahead of your competition.”
— Maria Mandel Dunsche, Vice President, Marketing & Media Innovation, AT&T AdWorks
“Between the two of them, Noah Elkin and Rachel Pasqua have put together the quintessential academic tome on mobile marketing. Not only is it rich with data, but its detailed emphasis on sound mobile strategy and tactics will benefit mobile first-timers as well as marketers with experience in the medium.”
— Mickey Alam Khan, Editor in Chief, Mobile Marketer and Mobile Commerce Daily
“An indispensable guide to capitalizing on the mobile revolution, from two of the brightest minds in the business.”
— Rick Mathieson, Author of The On-Demand Brand and Branding Unbound
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Copyright © 2013 by John Wiley & Sons, Inc., Indianapolis, Indiana
Published simultaneously in Canada
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Dear Reader,
Thank you for choosing Mobile Marketing: An Hour a Day. This book is part of a family of premium-quality Sybex books, all of which are written by outstanding authors who combine practical experience with a gift for teaching.
Sybex was founded in 1976. More than 30 years later, we’re still committed to producing consistently exceptional books. With each of our titles, we’re working hard to set a new standard for the industry. From the paper we print on, to the authors we work with, our goal is to bring you the best books available.
I hope you see all that reflected in these pages. I’d be very interested to hear your comments and get your feedback on how we’re doing. Feel free to let me know what you think about this or any other Sybex book by sending me an email at [email protected]. If you think you’ve found a technical error in this book, please visit http://sybex.custhelp.com. Customer feedback is critical to our efforts at Sybex.
Best regards,
Neil EddeVice President and PublisherSybex, an Imprint of Wiley
To Richard, Nico, and Ava, my inspirations in all things. –rp
To Barbara, for giving everything meaning, and to Max and Zora, for providing a glimpse of the mobile future. –ne
Acknowledgments
We had talked about writing a book together for several years but only began to make progress thanks to our friend and coworker Rob Garner, who introduced us to Willem Knibbe and the team at Sybex. Without Willem’s forbearance and guidance as we plodded our way through the early development of the book, it never would have made it to the shelves.
Thanks are also due to our intrepid editorial team, including Mary Ellen Schutz, Pete Gaughan, Christine O’Connor, Kathy Grider-Carlyle, Gillian McGarvey, proofreader, and indexer Robert Swanson who assisted us at all hours of the day (and night) and kept us on schedule. Special thanks go to Mac Ling, who served as our outside technical editor with uncompromising precision. His encyclopedic knowledge of all things mobile helped clarify more points throughout the book than we care to count. Any errors that remain are, of course, purely our responsibility.
Many friends and industry colleagues lent us their time and thoughts over the course of writing this book, including Adam Broitman, Alan Siegel, Alistair Goodman, Collin Cornwell, David Berkowitz, Greg Sterling, Jack Philbin, Jason Spero, Jeff Hasen, Jim Lecinski (who merits a special heartfelt thanks for not only providing his considerable insights on how marketing is evolving, but also for writing the foreword to this book), Johnny Vulkan, Joy Liuzzo, Nick Roshon, Nihal Mehta, Nikao Yang, Nussar Ahmad, Peter Farago, Sasha Sklar, Shiva Vannavada, Steve Smith, and Tom Daly. To say we could not have done it without your inspiration, wisdom, and contributions is a severe understatement.
We are likewise deeply indebted to our respective companies and coworkers for their generosity of time and spirit.
Noah Elkin At eMarketer, I would like to single out Dana Hill, who always managed to find the time to convert the eMarketer charts used in this book to the proper production format; Allison Smith, for ensuring many of those charts got created when we needed them; fellow mobile analyst Catherine Boyle, whose writing on geo-location helped give shape to Chapter 7; and Nicole Perrin, for her at-the-drop-of-a-hat editorial feedback. I feel lucky to work with such wonderful, supportive colleagues! In addition, I am grateful to eMarketer chairman Geoff Ramsey and CEO Terry Chabrowe for the encouragement I received to work on this project. Geoff also deserves a shout-out for paving the way with his own Wiley book, Digital Impact: The Two Secrets of Online Marketing Success.
Rachel Pasqua At iCrossing, I am deeply indebted to my wonderful colleagues on the marketing team without whose support over the years this book never would have materialized. Special thanks go out to our brilliant chief marketing officer, Tari Haro, marketing mavens extraordinaire Christiana Henry, Katie Lamkin, Kristen Kalupski, Rachel Klein, Ryan Utter, and the amazing and talented David Deal. Profound thanks also go to iCrossing’s senior executive team for their support over the years, especially Dave Johnson, Don Scales, Brian Powley, Mike Jackson, Adam Lavelle, and, of course, to the countless talented colleagues past and present from whom I’ve had the good fortune to learn, including but by no means limited to Dana Mellecker, Yoav Ilan, Mark Frieser, Sasha Sklar, and Paramjeet Sanghera.
Last but definitely not in any way least, our families bore the brunt of our absence at night and on weekends while we sequestered ourselves to write this book. And it was not just our spouses’ seemingly inexhaustible supply of patience that helped us persevere, but also the inspiration our young children provided—they epitomize the “pinch-and-zoom” generation and the experience of growing up mobile. Someday soon, every screen they use will indeed be touch-sensitive. Without all of their love, support, understanding, and encouragement, we never would have made it to the finish line. This book is for them.
About the Authors
Rachel Pasqua and Noah Elkin were colleagues at iCrossing from 2005 to 2008, where they focused on bringing best-of-breed emerging technology strategy to the company’s roster of A-list clients. Rachel and Noah have since collaborated in various settings, including founding the Emerging Technologies Committee for the Search Engine Marketing Professional Organization (SEMPO), chairing panels at industry conferences, and co-teaching courses on mobile marketing at Rutgers University’s Center for Management Development.
Rachel Pasqua
Rachel Pasqua is a digital strategist, analyst, and speaker with extensive expertise in mobile, social, and ambient marketing. She joined iCrossing (www.icrossing.com), a global digital marketing agency owned by the Hearst Corporation, in 2005 to build out its emerging media group and she continues to serve as vice president of mobile, helping iCrossing’s many Fortune 500 clients connect successfully with their audiences in a multiplatform, always–on world. A digital industry veteran, she has more than 15 years of experience spanning from content strategy to native mobile app development to near field communications. Prior to her online career, she worked for several years in the film industry in New York City as a writer and producer and holds a B.A. in Filmmaking from Boston University.
Rachel is a frequent and often-quoted speaker on digital trends at industry conferences, including OMMA, MediaPost, L2 Forum, and Digiday, and she has judged numerous media events including the Communication Arts 2010 Interactive Design Annual. She writes regularly about digital innovation on iCrossing’s blog, Great Finds (http://greatfinds.icrossing.com/), on Twitter at twitter.com/rachelpasqua, and on her personal blog, Mobile, Social, Ambient (www.rachelpasqua.com). When she’s not hard at work helping iCrossing clients figure out their mobile strategy, she’s busy collaborating on digital art projects with her husband, noted artist and creative director Richard Pasqua, and being a mom to their four-year-old twins at their home on Long Island’s south shore.
Noah Elkin, Ph.D.
Noah is Principal Analyst at eMarketer (www.emarketer.com), where he helps clients understand the latest developments in mobile marketing, usage, content, devices, and commerce. He is quoted frequently in leading business publications, including the New York Times, The Wall Street Journal, Bloomberg BusinessWeek, Forbes, Ad Age and NPR’s “Marketplace,” and speaks regularly at industry events and conferences such as ad:tech, iMedia Summits, Mobile World Congress, Mobile Marketing Forum, Digiday, and OMMA.
Prior to his work at eMarketer, Noah helped launch the U.S. arm of international digital agency Steak, where he served as managing partner, and before that, worked with Rachel as iCrossing’s vice president of corporate strategy. Noah has consulted for organizations as diverse as the Inter-American Development Bank, Oxford Analytica, and the United Nations Conference on Trade and Development (UNCTAD), for which he was appointed to chair the first ministerial meeting on information and communication technology (ICT) for development organized at the regional level by UNCTAD. Noah holds a Ph.D. in Latin American History from Rutgers University and was awarded a Fulbright Fellowship to Brazil. He lives in Columbia County, NY, with his wife and two children, who have perfected the art of reimagining every remote control as an iPhone and every Etch-a-Sketch as an iPad. An avid distance runner, Noah has completed four marathons. He actively shares his insights on mobile, social, and digital media trends on Twitter at twitter.com/noahelkin.
Foreword
Holiday Shopping. Relax, this is just a thought-experiment — you have an entire year before you need to really worry about it again . . .
For now though, take a moment to think about the last holiday shopping season that’s now comfortably in your rearview mirror. As you checked names and gifts off of your list, how did you decide you wanted to buy one tablet instead of another, one brand’s mountain bike or its competitor’s, or one bottle of cabernet as opposed to a different one?
If you’re like me — and millions of shoppers everywhere around the world — you probably did your homework before, and during, the shopping process. You likely searched the web to find product reviews of those different tablets. You probably took pictures of different bikes with your smartphone and read reviews online while you walked around the sporting-goods store. And I bet you discussed your holiday wine options with some aficionados on your social network of choice to get some input and feedback.
Shopping sure isn’t what it used to be. In fact, it’s a whole new ballgame.
What does this mean for businesses, and marketers, in particular? A lot. The ubiquity of the web, and most recently, the explosion of smartphones and tablets, have enabled us to become more informed, and all-around better shoppers, wherever we may be. Sometimes we use these devices to identify the best brand that meets our need, sometimes we use them to find the best deal — often it’s both.
As marketers, we need to recognize this tectonic shift that has happened in consumer behavior and adapt — fast. At Google, we’ve called these steps towards a purchase ‘Zero Moments of Truth’, a play on P&G’s famous ‘First Moment of Truth’. Marketers need to pivot and connect with consumers during these ‘zero’ moments, while they read reviews online, connect with friends via social media, and do so in a largely mobile context. Marketers who do stand to gain a competitive advantage. Those who don’t? Well . . .
This is a watershed moment for marketers, and the beginning of a new era for business as a whole. That’s why I’m so excited about Rachel and Noah’s book — not only do they get it, but they’ve provided a series of excellent, concrete steps to help businesses connect with the increasingly mobile, increasingly informed, and increasingly savvy shoppers, that we’ve become.
Theirs is a guide for modern marketing, in the ZMOT era. I hope you enjoy it and act on it.
Best,Jim Lecinski,Vice President US Sales & Service, Google
Introduction
We’d like to start out by telling you that we don’t think that 2013 is the year of mobile. We’re both asked this question on an almost daily basis and we’ve been giving the same standard answer for a while now—every year is the year of mobile. With each passing year, mobile (like the Web before it) becomes more indispensable in our daily lives and more and more crucial to the way we do business. However, because you’ve picked up this book, you’ve most likely decided that 2013 is the year of mobile, at least as far as you’re concerned. So, we’re here to help.
In all honesty though, we don’t believe in mobile media—or social media for that matter. As we see it, the way we use digital media to interact with brands and each other is inherently social. We’re social creatures, after all. The platforms through which we interact are increasingly diverse. It’s simply the natural evolution of the Web.
As marketers and human beings, we tend to be resistant to change. When we encounter a new tool or technology, it’s our natural inclination to try to frame it in the context of what we already know. Here are some cases in point: think of the many websites in the early 1990s that were simply digitized versions of print brochures, or similarly, the early mobile websites that were just shrunken versions of their .com counterparts. It takes time for us to accept that something has disturbed the status quo and even more time for us to adapt to the change and let it alter the way we function—but inevitably, it does.
Based on our observation of clients, we estimate the majority of household name brands received roughly 10 percent of their overall site traffic from mobile devices in 2011. By early 2012, that number was closer to 15 percent. By the time this book is published, it will be more like 20 to 25 percent. Those numbers should be enough to dispel any lingering illusion that you can still wait to figure out your mobile strategy. Even if we haven’t yet reached critical mass, the inevitable is looming large on the horizon. The way you market, advertise, build your brand, and engage with your customers has changed for good. Again. That’s the bad news. The good news is that this opens up a whole new world of opportunity to do it all better.
Everything evolves. Change is good. You just have to be prepared.
Why We Wrote This Book
We’ve been friends, colleagues, and frequent collaborators for years, and between us, we’ve written countless blog posts, white papers, and articles examining every aspect of the mobile industry, from apps to augmented reality (AR). When the opportunity to write Mobile Marketing: An Hour a Day came along, we were skeptical at first: can we really explain everything you need to know in one book? We spend our day-to-day professional lives helping brands figure out their mobile strategies, and if there is one thing we’ve learned in the process, it’s that there is a mobile aspect to everything you do as a brand. From marketing to customer relationship management (CRM), the opportunities are endless. It’s also a fast-changing, endlessly complex ecosystem and navigating it is no small undertaking.
Last year, all the marketers we knew wanted to develop an iPad app. This year, the question shifted to “How do I develop a mobile strategy?” That persistent question made us realize that this book is timelier than ever. Marketers are realizing that mobile plays a role in every step of the customer journey, from awareness to advocacy. As a result, there’s a real need in our industry to understand all the touchpoints involved and how they connect. In the end, you will only truly learn what is right for your brand and business through hands-on effort, but we can give you the benefit of our experience in crafting a mobile strategy and teach you the key things you need to know to support it.
Throughout this book, we’ll continually remind you that it’s important to maintain a strategic mindset, even as you drill down into tactics. Mobile is rife with shiny objects, and building that iPad app or developing that AR campaign before you’ve thought through all the variables can be extremely tempting.
However, the results are almost always disappointing when you go this route. People—and strategy—should always come before technology and tactics. In this book, we’ll give you a framework for assessing the needs of your customers and your own goals, and a strategic methodology for satisfying both. Of course, we’ll also provide a comprehensive explanation of what the opportunities are and how to capitalize on them. In the process, we’ll ask you to keep a few key things in mind:
Mobile is about people—not devices. It’s not about the iPad or Android; it’s about getting your brand in front of the right people, in the right place, and at the right time. It’s a state of being, not a collection of technologies. The technologies are just the tools that help us create the kinds of real-time, hyper-relevant experiences that will resonate with our audience.
Mobile is social. Marketing is about conversations, and those conversations are no longer confined to the desktop. Mobile devices are fast becoming a primary means of accessing and sharing digital information. Understanding this symbiotic relationship enhances your ability to create successful mobile programs and user experiences.
Mobile is ambient. Mobile is about more than just smartphones and tablets. Interactive signage, augmented reality, Bluetooth, near field communications, and surface technologies all have a role to play in your brand’s ability to connect with consumers. The “Internet of Things” is very much a reality and offers us the opportunity to integrate digital interaction into the physical world.
In essence, it’s not about the hardware, but about the context. Smartphones, tablets, and other mobile devices give us a richer, more meaningful array of contextual information than the desktop ever could. Our goal is to help you use that data to create richer, more meaningful user experiences that bring you closer to your customers every step of the way.
In the process of putting this book together, we interviewed a great number of people in the industry, from senior marketing executives of household name brands to some of the smartest engineers, strategists, and entrepreneurs in the business. They all had invaluable perspectives to share, many of which are threaded throughout the chapters that follow.
The conversation that stands out the most was the one we had with Alan Siegel, founder of iconic branding firm, Siegel+Gale (www.siegelgale.com). One of the original mad men, he started out in the advertising business in the early 1960s and worked for some of the best known agencies on Madison Avenue before founding his eponymous shop in 1969. Now, 44 years later, when most of his contemporaries have retired, he’s started a new branding firm, Siegel Vision (www.siegelvision.com), and is more excited than ever about the possibilities we have as brand builders and marketers. He spoke to us over lunch when we were writing the very first chapter about innovation, change, and the industry he’s seen evolve across a career of over 50 years.
“Mobile should be a natural extension of everything you do, but don’t get too preoccupied with the platforms. Be preoccupied with the content. It’s not new media, it’s just media. The platform is just the delivery system—you have to understand it, of course, but don’t make it the focal point. It’s a tool to create great experiences, nothing more.”
Wise words from one of advertising’s elder statesmen, who has seen the industry evolve from TV, radio, and print to today’s splinternet.
Who Should Read This Book
Given the increasingly prominent role mobile devices play in our personal and professional lives, virtually anyone can benefit from reading this book. But, it will be most useful for people who want to understand the full spectrum of the mobile landscape and use it to build their business. Most of these readers will fall into one of three groups:
Agency-side marketers
Brand-side marketers
Small- and medium-sized business owners
The size and scope of your business and your specific role within it are practically extraneous; sooner or later (but most likely sooner), you’re going to need to know how to reach your audience on mobile devices. So, whether you are a sole proprietor or a member of a large team within a Fortune 500 corporation, Mobile Marketing: An Hour a Day is designed for you. The roadmap we’ve laid out and the examples we’ve supplied will get you up to speed on what you need to know now and give you tools to keep your education up-to-date.
Even if mobile marketing ends up being a small portion of what you do or if your responsibilities only comprise a slice of a broader mobile marketing campaign, we believe the more you know about the strategy, development, monitoring, and measurement efforts that go into getting a mobile campaign up and running, the better able you’ll be to do your job. You may not be in mobile marketing today, but the day is fast approaching when all of us will be in mobile, whether by design or simply by necessity.
What You Will Learn
Mobile devices provide many people with their first digital experience. For them, their mobile device is the Web. That adds up to a significant marketing opportunity. How significant, you might ask? Just consider that by eMarketer’s estimate, 4.2 billion people will own a mobile phone in 2013—nearly 60 percent of the world’s population! Within that vast group of mobile phone users, there is tremendous variation in the types of devices they carry, how people use them, and, by extension, how you can market to them and what kinds of outcomes you can reasonably expect to achieve.
We firmly believe that the best way for you to get started in mobile marketing is by gaining a firm understanding of the current mobile landscape in all of its wonderful complexity, and by grounding your thinking in a comprehensive strategic framework that you can then use to decide which of the many tactics and channels we discuss in this book are right for your brand and your business. We can’t do this groundwork for you (unless you hire us, of course), but we can delineate the steps you need to take and equip you with the tools to undertake this journey. With mobile marketing, as with so many other things, “look before you leap” will be your watchwords.
We encourage you not to be distracted by the many shiny objects (devices, marketing techniques, and otherwise) that revolve around the mobile universe. Instead, remember that mobile is primarily about creating and fostering real-time relationships with your customers. The devices will change, and change rapidly, so it is the concept of enabling real-time relationships that should remain at the core of everything you do. This book will teach you how to harness the devices and marketing techniques to achieve that goal.
What You Need
We cover the basics of mobile strategy and marketing throughout the book, but the more general marketing knowledge you bring to the table, the more of a head start you’ll have. There are many facets of mobile marketing that are specific to the discipline, as you’ll see as you read on, but much of it is also inextricably tied to basic marketing principles.
In particular, a working comprehension of search engine optimization, paid search, social media marketing, online advertising, analytics, website development, and content marketing will come in handy, especially if you’re developing mobile content or building an app. The reason why? As much as your app is designed to market your business, the app itself needs to be marketed or it risks getting lost amidst a sea of hundreds of thousands of other options. You’ll need to marshal your paid, owned, and earned media to ensure your app and your content find their desired audience.
Depending on your audience and your marketing objectives, having access to recent, if not the latest, versions of devices (smartphones and tablets) on at least the top-two platforms (Apple’s iOS and Android) is a must. You can use online simulators for many aspects of mobile app and ad development, but having a real feel and affinity for the devices your audience will use to engage with your mobile marketing program is the preferred route. A passing familiarity with the app stores that accompany each of these platforms will likewise be helpful, if only to picture what you’ll need if developing an app and where it might fit within the structure of each platform’s app storefront.
Although not strictly necessary, having something tangible to market—a brand, product, or service—and a solid sense of what benefits you can bring to your audience will make your experience of reading this book more practical and less theoretical.
And last, but certainly not least, you’ll need patience to get up to speed, and persistence to stay up to speed on what is undeniably a fast-moving subject. Your willingness—and commitment—to devote at least an hour a day to improving your knowledge base will make your business more competitive in our increasingly mobile world.
What’s Covered in This Book
Mobile Marketing: An Hour a Day is organized to provide you with a two-month, day-by-day program for understanding and taking advantage of the mobile opportunity for your brand. We’ve divided up the days into tasks we estimate will take you approximately an hour each. Depending on your circumstances, your familiarity with the subject matter, and your particular goals and strategy, certain tasks may take more or less time to complete.
The book starts off with an in-depth look at the mobile opportunity and a deep dive into the steps you’ll need to take to develop a comprehensive mobile strategy for your brand. That means you should start with these first two fundamental chapters to ensure you have a thorough grounding before working your way through the different tactical applications.
Here’s what you’ll find covered in this book.
Chapter 1: Map the Mobile Opportunity Here we introduce you to the complexities of the mobile landscape, which dictate whom you can reach and how you can do so effectively. In this chapter, we’ll walk you through the key market data and insights you’ll need to understand in order to successfully capitalize on the mobile opportunity.
Chapter 2: Week 1: Develop Your Mobile Strategy This chapter offers detailed guidance on how to develop a strategic plan that will set you off on your mobile marketing journey. This framework will lay the groundwork for how to use the various mobile tactics we discuss in subsequent chapters.
Chapter 3: Week 2: Start Simple—SMS Starting simple gets you off and running with the mobile channel that enjoys the greatest reach and the largest potential audience. SMS may not be glamorous, but it is efficient and effective, and it continues to engage consumers; for these reasons, it should find a place in your marketing campaigns.
Chapter 4: Week 3: Maximize Reach with Mobile Websites This chapter builds on the basics from Chapter 3 with a focus on your mobile website—what we believe to be most important element of your overall mobile strategy. This is where most of your customers will connect with you and will also be an end destination to which many of your other mobile initiatives will drive customers. We’ll walk you through the options for designing and developing your mobile site and provide you with best practices for testing, search optimization, and measuring success.
Chapter 5: Week 4: Maximize Engagement with Mobile Apps Here, we frame apps as a mechanism for forging deeper and repeat engagement with your customers, while also dispelling the notion that apps and mobile websites are an either/or proposition. In this chapter, we detail what you need to know about building and developing your mobile app, and the marketing you’ll have to do to get it noticed and keep your audience engaged.
Chapter 6: Week 5: Promote Your Message with Mobile Advertising Now, we’ll teach you the basics of mobile search, display, and email; and how you can use these forms of advertising to attract more qualified and engaged consumers to your mobile content. While mobile activity still far outweighs mobile ad spend, we see this point in time as a golden opportunity to test and learn before the demand inevitably begins to exceed the supply.
Chapter 7: Week 6: Leverage the SoLoMo Nexus This chapter reveals how mobile devices enable you to truly deliver on the holy grail of marketing by marrying where your customers are (location) with what they’re doing (context), and what they want (intent). In this chapter, we show you how to navigate the fast-evolving geo-social ecosystem without succumbing to the many latent pitfalls.
Chapter 8: Week 7: Check Out M-Commerce Follow your audience as they move toward the end of the customer journey and the bottom of the purchase funnel, building on the SoLoMo nexus as a more refined mechanism for targeting prospective shoppers. From mobile coupons to mobile wallets, we examine your options for monetizing mobile and getting your customers to the virtual checkout counter.
Chapter 9: Week 8: Drive Awareness with Ambient Media This chapter highlights how technologies that trigger a connection between a mobile device and the non-digital world—what we call ambient media—can add a layer of interactivity to traditional media, places, and objects that in the past were completely static. In this chapter, we detail how you can use ambient mobile channels, including 2D barcodes, augmented reality, near-field communications, and mobile broadcasting to render the physical world, digital, and bring your marketing programs to the bleeding edge.
Chapter 10: Chart the Future Forward Map out the road ahead, focusing on what we see as the new four Ps you need to integrate into your marketing—Portability, Preferences, Presence, and Proximity—and the ways in which you can take advantage of them to better engage with your customers.
Appendices Here you’ll find a list of vendors, services, and other resources that you might find useful for developing your mobile marketing campaigns.
Glossary Take a look and familiarize yourself with key industry terms.
Companion Websites and Contacting the Authors
As we noted, the one constant with mobile is change: New devices, new ad formats, new ad-tech companies seem to spring up on a near daily basis. If you’d like to keep up with a fast-moving industry, we invite you to check out the following resources:
These resources are also places where you can provide feedback about this book or books you’d like to see from us in the future. In addition, you can reach us by writing to [email protected] or by following us on Twitter at @rachelpasqua (for Rachel) and @noahelkin (for Noah). We can’t do your job for you, but we’ll do our best to answer your questions in a timely fashion.
Sybex strives to keep you supplied with the latest tools and information you need for your work. Please check the book website at www.sybex.com/go/mobilemarketing, where we’ll post additional content and updates that supplement this book if the need arises.
Chapter 1
Map the Mobile Opportunity
For many people in the world today, a mobile device will provide their first digital experience. For them, their mobile device is the Web. By eMarketer estimates, 3.9 billion—yes, billion—people will own a mobile phone in 2012, so the mobile opportunity is clearly significant. The best way to get started in mobile marketing is by understanding the current landscape, which dictates whom you can reach now and how to do so effectively. In this chapter, we’ll walk you through the key market data and landscape insights you’ll need to understand in order to successfully capitalize on this mobile opportunity.
Chapter Contents
Market size and growth potential
The global rise of smart devices
Key mobile activities
How mobile is changing the face of . . . everything
Market Size and Growth Potential
When leaving the house, most of us carry a few basic essentials: wallet, keys, and a mobile phone. In time, as the mobile phone becomes more sophisticated and enables you to unlock your home and car and pay for essentials through the magic of near-field communications (NFC), it may end up being the only thing you need when you leave the house.
Before long, average consumers will be connected 24/7, sending and receiving a constant stream of data from all the objects that surround them, from sales tags in stores to the refrigerators in their kitchens. The future this heralds is the “internet of things,” or as The Economist termed it in an article, “the internet of everything” (December 9, 2010). For now, mobile phones are the one connected device most people carry with them at all times, which makes them both highly personal and ubiquitous.
Being more connected has changed the ways consumers use their mobile devices. The fact that mobile phones can make calls is increasingly less relevant. Instead, consumers now expect to network, share experiences, browse, and shop via a wide range of platforms, from smartphones to tablets to new and increasingly complex-connected devices of all kinds. From home appliances to utility meters to Internet-enabled cars, the growing proliferation—and sophistication—of smart devices that can communicate with each other (commonly referred to as machine-to-machine or M2M communications) will only accelerate this trend.
As mobile phones have become more universal, their appeal as a marketing vehicle has grown commensurately. Simply put: if your audience is mobile (and we guarantee you that it is), your marketing has to be, too. Yet it is a diverse audience, and we’ve found that that diversity—often referred to as fragmentation—is the number-one reason that most marketers have shied away from using mobile. So, helping you make sense of the mobile user base is our first goal.
In this chapter, we’ll share our own expertise as well as what we learned from talking with the following experts:
Joy Liuzzo, former vice president of mobile at market research and data analytics provider InsightExpress (
www.insightexpress.com
)
Greg Sterling, founding principal of Sterling Market Intelligence and contributing editor for the online publication
Search Engine Land
(
www.searchengineland.com
)
You’ll hear from Joy and Greg throughout this chapter.
The easiest way to make sense of the mobile user base is to illustrate the landscape in relation to ownership of the key device type (smartphones) and the key activity (mobile web usage) as we’ve done in the pyramid in Figure 1.1. At the base are all mobile users, which includes anyone who owns any kind of mobile phone.
Figure 1.1 Mobile usage can be viewed as a pyramid.
You will often hear older or less-sophisticated mobile devices referred to as feature phones, although the definition of a feature phone is somewhat loose. It’s generally accepted that the feature phone category includes everything from early devices that were capable of nothing but voice and text all the way up to today’s more advanced models that support primitive mobile applications and rudimentary browsers; some, including the so-called quick-messaging phones, even have full QWERTY keyboards and touchscreen displays. The smartphone category is also diverse, including earlier devices with full browsers but no touchscreen or rich-media capabilities, as well as the more recent (and more sophisticated) multitouch handsets on the market, exemplified by the iPhone.
Although some feature phones are equipped with browsers and some feature phone owners do surf the Web, their numbers are dwindling, and with the current rate of handset replacement and the falling cost of smartphones, less-sophisticated devices are fast becoming a thing of the past in developed markets. Feature phones will not disappear overnight, of course, particularly in developing economies. According to eMarketer projections, the share of the U.S. market will be cut in half between 2012 and 2016, falling from 52 percent to 26 percent of the mobile user base.
All smartphones are capable of accessing the mobile web, and most (but not all) smartphone users do so. This makes smartphone users a subset of all mobile users, and mobile web users are a further subset. And while not all mobile web users own smartphones, in the most-developed markets like the United States and Western Europe, where a significant portion of the user population owns a smartphone, most mobile web users own smartphones.
Let’s start with the base of the pyramid. As you might expect, the user demographics of mobile are eye-popping: according to eMarketer, 3.9 billion—well over half the world’s population—will own a mobile phone in 2012. But it’s worth noting that these users are far from evenly distributed. As listed in Table 1.1, over half can be found in the Asia-Pacific region, nearly one-third in EMEA (Europe, Middle East, and Africa) and the remainder in the Americas. The five largest single markets from a mobile-user perspective are, in descending order, China, India, the United States, Brazil, and Russia.
Table 1.1 Asia-Pacific is home to more than half of the world’s mobile users. (2012)
Source: eMarketer, April 2012
Region
Users (Millions)
Asia-Pacific
2,152.5
Europe
640.3
Middle East and Africa
484.9
Latin America
389.9
North America
265.6
Worldwide
3,933.3
The size of the mobile user population is important, but you need to look past sheer numbers and consider the percentage of the total population that owns a mobile phone. That is a key metric for assessing a market’s overall development. See Table 1.2 for a quick reference guide to mobile user penetration rates. They are in the 75 to 85 percent range in North America, across much of Western Europe, and in Japan and South Korea, making these markets the world’s most developed.
Table 1.2 Mobile user penetration varies widely by region and country (2012).
Source: eMarketer, April 2012
Country or Region
Mobile User Penetration
South Korea
85.0%
Japan
84.0%
United Kingdom
82.8%
Germany
80.7%
Western Europe
79.6%
Australia
79.5%
Italy
79.0%
Argentina
79.0%
Spain
77.9%
United States
76.8%
France
76.5%
North America
75.8%
Russia
74.0%
Eastern Europe
73.2%
Canada
66.6%
China
65.5%
Latin America
65.1%
Indonesia
60.0%
Brazil
58.0%
Worldwide
56.0%
Asia-Pacific
55.1%
Mexico
55.0%
Middle East/Africa
36.5%
High penetration rates also indicate that these markets have either reached or are approaching saturation, so growth in new users has slowed to a trickle. The real action in these countries is coming from users upgrading their devices and engaging in higher-value activities. We’ll get to that in a bit.
Of course, the sheer scale of China and India’s populations make for massive mobile user bases. See Figure 1.2 for details. China’s estimated 880.4 million mobile users exceed the total populations of the United States and Western Europe combined! India is not far behind, and other populous Asia-Pacific countries like Indonesia, Pakistan, and the Philippines also boast sizable and growing mobile user populations. In all, eMarketer estimates 75 percent of the world’s mobile users reside in the emerging markets of Latin America, Africa and the Middle East, and the Asia-Pacific region.
Figure 1.2 The scale of emerging market mobile usage is immense.
Emerging markets such as Brazil, China, India, Indonesia, Nigeria, the Philippines, Russia, and South Africa may have large user bases, but overall mobile penetration is lower than in North America and Western Europe, indicating room for growth. In these markets, with their vast geographies and populations, mobile is a more cost-effective means of connecting consumers to communications, media, and commerce than building out and maintaining capital-intensive fixed-line networks.
Clearly, many factors are working in mobile’s favor, but it’s about more than the numbers: it’s about getting and staying connected, wherever, whenever. That is where the transformative potential of mobile technology lies—in bringing information to people who need it.
One great example is Nokia Life Tools, which distributes vital crop data such as weather forecasts and commodity pricing trends to rural farmers via text messages. The program started in India in 2009 and has since spread to China, Indonesia, and Nigeria. Nokia did extensive anthropological research among rural Indian communities before developing Life Tools, but it’s easy to see that the tools effectively met a need of rural farmers, and how connecting them to crucial data for a modest cost could make a big difference in their lives. The bottom line: mobile functions well as a delivery mechanism for media and entertainment, but it serves other purposes with equal effectiveness.
The Global Rise of Smart Devices
Having lots of connected consumers is important, but how they connect and the devices they use are key factors in determining the extent of the mobile opportunity for a particular market. Put simply: The more sophisticated the device, the more sophisticated the activities it enables, and the more occasions and venues marketers will have to engage with consumers. So, let’s look at the second level of the pyramid.
Smartphones
Android, BlackBerry, iPhone, Windows Phone . . . All of these devices may come to mind when you’re thinking about smartphones, but for a moment, don’t focus on the individual platforms. Instead, look at the shared capabilities they facilitate. Smartphones, when you think about it, are nothing less than sophisticated portable computers with roughly 4-inch screens. In fact, it’s often said that the average smartphone sold today has more computing power than the systems NASA used to put the first men on the moon.
Surveys vary on the extent of smartphone adoption, but most agree it is fast approaching the magical 50 percent mark among the U.S. mobile user population. As shown in Figure 1.3, eMarketer estimates it will reach 48 percent in 2012 and then accelerate to 74 percent by 2016.
Figure 1.3 Smartphone adoption is rising at a rapid clip in the United States.
While we’re approaching the tipping point on a percentage basis, we’ve arguably blown past it from another perspective. If you’re a marketer, chances are you’re already focusing some, if not most, of your efforts on reaching the smartphone audience. And if you haven’t started thinking about it, stop what you’re doing and reconsider the emphasis of your campaigns. The smartphone user represents nothing less than the future of marketing—not just mobile marketing but all of marketing.
That may sound hyperbolic, but consider the anecdotal evidence. Aren’t most of the smartphone owners you know glued to their devices—at all times? A Google-sponsored study even asked people whether they look at their smartphones in the bathroom. Guess what? The majority answered yes! Other research has found people consulting their smartphones during sex, or, in the case of a Telenav study, more inclined to forego sex altogether for a week than be without their phone. (Okay, it was only 33 percent of Americans, but you get the idea.)
Now, consider the data in Table 1.3. Look at what it says about smartphone users: market research and data analytics provider InsightExpress (www.insightexpress.com) found that smartphone owners were more likely than all mobile users (which includes everyone with a smartphone and a non-smartphone) to perform every activity, sometimes by a factor of two or three. Given that smartphone owners represent less than half of the survey sample (43 percent to be precise), these findings show the significant impact smartphones have on overall usage numbers.
Table 1.3 Activities of mobile phone owners and smartphone owners, January 2012 (respondents who use the device at least once a week)
Source: InsightExpress, January 2012
Activities
All Mobile Owners
Smartphone Owners
Send/receive text messages
57.2%
74.4%
Use the Internet to visit websites
30.6%
61.6%
Take pictures with the camera in your phone
31.8%
51.8%
Use mobile applications—for example, maps
21.2%
45.8%
Use an app store on your phone
17.0%
38.2%
Play mobile games
25.2%
48.7%
Manage your calendar/schedule on mobile phone
22.9%
40.9%
Listen to streaming music (e.g., Pandora, Spotify)
15.2%
32.7%
Listen to music purchased on phone (e.g., iTunes, Amazon)
12.5%
27.3%
Listen to music burned from a CD
8.7%
17.8%
Watch videos on your mobile phone
15.3%
32.4%
Send/receive email
32.2%
64.9%
Send a picture to someone from your mobile phone
22.5%
39.8%
Check in using something like foursquare, Gowalla, or Loopt
4.5%
10.2%
Update a social networking site such as Facebook or Twitter
23.5%
46.2%
Redeem or download a coupon
4.0%
9.1%
Read an e-book
5.5%
12.7%
Take videos on your phone
12.4%
24.4%
Check the weather
28.5%
57.1%
Scan a 2D or QR code
4.9%
11.3%
Scan a regular barcode (UPC/product barcode)
5.4%
12.4%
Use an Augmented Reality application
2.5%
5.8%
Pay for something at a store using your mobile phone (e.g., waving your phone over a payment system)
3.4%
7.6%
Make a purchase of something that you can have shipped to you or pick up in a store
4.5%
10.2%
Monitor your health (e.g., keep track of your weight/diet, blood sugar, blood pressure, or other health related things)
3.8%
8.4%
Search for information on a product or company in which you’re interested
12.0%
25.3%
Search for deals or special offers located near you
9.2%
20.0%
Do a price comparison
7.6%
17.3%
Use a bookmarking/content reader (e.g., Instapaper)
3.7%
8.0%
N=1046
N=450
Consumers may spend more time overall on a daily basis sitting in front of the TV, but the smartphone captures more of their attention. In fact, most of them are probably using their smartphones (and tablets) while watching television. They’re glued to updates and the constant stream of new information coming from the Web or services such as Facebook and Twitter. Sure, you can access that on a connected TV, but people are creatures of habit, and they’re already trained in the ease with which they can get that information on their smartphones. When it comes to the amount of time people spend with different media, print is stagnating and TV is flatlining, but mobile is growing at a faster pace than even the desktop, and smartphones are a big reason why (see Figure 1.4). Put it this way, people may spend more time watching TV, but there’s no other screen in front of people’s faces as many times throughout the day as the mobile phone.
Figure 1.4 The amount of time spent with mobile is rising faster than all other media.
Tablets
And then there are tablets, the moribund category Apple almost singlehandedly succeeded in revitalizing with the launch of the iPad in March 2010. Not solely a mobile device nor a computing device, tablets draw on elements of both. Through the end of June 2012, Apple had sold 84.1 million iPads, staking the company to a sizable lead in the tablet market.
