Mobile Marketing Tutorial

1.2 Introduction

Hello, and welcome to this mobile marketing overview. My name is Jeff Hasen, and by way of introduction I got into mobile by accident, and it was the best thing that's every happened to my career. I'm currently the chief marketing officer, for a marketing company called Mobivity, and I was fortunate enough to be asked to write a book on mobile marketing, called Mobilized Marketing, How to Drive Sales, Engagement, and Loyalty Through Mobile Devices.

1.3 Definition of Mobile Marketing

So let's talk about what mobile marketing is. The Mobile Marketing Association identifies mobile marketing as this. It's a set of practices that enables organizations to communicate and engage with their audience, in an interactive and relevant manner, thru any mobile device or network. I have a friend who is the marketing director at Clear Channel, Los Angeles. And she works at one of the largest radio stations in the world, KISS FM, where Ryan Seacrest does his broadcast in the morning. And what she said many years ago, and it's really an astute comment, she said, why wouldn't I communicate with my listeners the way they communicate with each other. And she is a very active user of text messaging because it's now become ubiquitous. But really what we're talking about with mobile marketing. And what we want to do is have a dialogue or present the most relevant and personal content that a mobile user wants so they will respond or react to our calls to action and they will have this ROI-driven relationship with us. Or maybe we want to engage with them, to get more brand equity and brand affinity.

1.4 Mobile's Fit in Marketing Mix

Where does mobile fit in the marketing mix? We fought for a seat at the table, but I believe we have finally arrived where we can show the ROI, we can talk about how mobile can't be on an island. And really, you should view it as it being complementary to your other digital efforts, in the majority of cases, we're not replacing everything in the marketing mix. What we're doing is we're making our dollars work harder and become more measurable by adding a mobile element. And this could be a radio spot where at the end, you have a call to action that says, for a two for one coffee drink, text the word bean to a short code. And then the person who did would get a text message back, would walk into the Coffee Bean location, would show that message and would have the opportunity to get their two for one. And then in many brands or businesses cases, the window is open, or the opportunity is open for you to have an ongoing relationship, and you might send a second message that says, would you like similar information and offers? Text the word join to a short code and you're in the Coffee Bean loyalty club. Now mobile also invigorates traditional media and it's always laughable when I read where television is dying and radio is going out the door, and the current stats show that this is entirely not the case. And sure that you might say that the glory days of traditional media might be behind us, but there really is an opportunity as I've mentioned to make what used to be passive interactive. That is having somebody watch television and asking them to participate in a contest or text to win or actually what we hope that they would do is maybe even go and purchase product that they might see and be intrigued by. And most importantly, the reason why mobile fits into the marketing mix is it not only follows your target, but it follows the money because that's where more and more commerce is being done, more and more people on both smartphones and also on tablets are purchasing. They're really making those critical decisions on, not just on Black Friday and during the holiday period, but all throughout the year.

1.4 Mobile's Fit in Marketing Mix

Where does mobile fit in the marketing mix? We fought for a seat at the table, but I believe we have finally arrived where we can show the ROI, we can talk about how mobile can't be on an island. And really, you should view it as it being complementary to your other digital efforts, in the majority of cases, we're not replacing everything in the marketing mix. What we're doing is we're making our dollars work harder and become more measurable by adding a mobile element. And this could be a radio spot where at the end, you have a call to action that says, for a two for one coffee drink, text the word bean to a short code. And then the person who did would get a text message back, would walk into the Coffee Bean location, would show that message and would have the opportunity to get their two for one. And then in many brands or businesses cases, the window is open, or the opportunity is open for you to have an ongoing relationship, and you might send a second message that says, would you like similar information and offers? Text the word join to a short code and you're in the Coffee Bean loyalty club. Now mobile also invigorates traditional media and it's always laughable when I read where television is dying and radio is going out the door, and the current stats show that this is entirely not the case. And sure that you might say that the glory days of traditional media might be behind us, but there really is an opportunity as I've mentioned to make what used to be passive interactive. That is having somebody watch television and asking them to participate in a contest or text to win or actually what we hope that they would do is maybe even go and purchase product that they might see and be intrigued by. And most importantly, the reason why mobile fits into the marketing mix is it not only follows your target, but it follows the money because that's where more and more commerce is being done, more and more people on both smartphones and also on tablets are purchasing. They're really making those critical decisions on, not just on Black Friday and during the holiday period, but all throughout the year.

1.5 Mobile Marketing Is

And what mobile marketing is, it's extremely important to understand that we're talking about permission based programs. And the reason why that's important is I as a CMO, Chief Marketing Officer, at the risk of sounding like I'm hyping. That to have a consumer, a mobile user, raise his or her hand and say, yes I want to have a conversation with you, that's gold. So there are rules and regulations that are set by the carriers in the Mobile Marketing Association and others, that enable us to only engage with those who want to be engaged with. And by doing that, this is information that's actually sought after by mobile users, and I'll share in just a minute or two, some stats about mobile loyalty clubs, and why, and how, mobile users want to engage and have this dialogue with a brand or a business.

1.6 Mobile Marketing Isn't

Now also, it's critical to know what mobile marketing isn't. Mobile isn't a way to spam. It isn't a license to enter often bordering on intruding. So, let's take the first part of way to spam. We, in mobile, are fortune enough to have seen and experience, then gain some lessons from the Internet. Now, you're like me, you'll open up your Inbox in the morning, and what you'll do is likely not look at 80% of the emails that you received. Because really what it's become is this receptacle for just anything and everything, and we end up on lists. But in mobile, we are not able to buy lists, even if you have a mobile number. You explicitly and specifically have to ask the user if they can be communicated to via their mobile device. And if they say yes, that's wonderful. If they say no, what you want to do is you want to give them reasons to do that, show them value in this loyalty program, show them value in what they would get from raising their hand and having this conversation with you. I'm asked all the time, how often do you want to interact, how many messages should you send, how many ads should you send, and the answer is very simply. As few as possible to get your point across and to get your product introduction out there. But, just because somebody has invited you in their house doesn't mean that you can literally or figuratively come in and sit on their easy chair and put your feet up. That's not the permission that you're being granted. You're being granted in a value exchange. I, as a mobile user, say, I will have an interaction with you. But you cannot as a brand over extend your welcome.

1.6 Mobile Marketing Isn't

Now also, it's critical to know what mobile marketing isn't. Mobile isn't a way to spam. It isn't a license to enter often bordering on intruding. So, let's take the first part of way to spam. We, in mobile, are fortune enough to have seen and experience, then gain some lessons from the Internet. Now, you're like me, you'll open up your Inbox in the morning, and what you'll do is likely not look at 80% of the emails that you received. Because really what it's become is this receptacle for just anything and everything, and we end up on lists. But in mobile, we are not able to buy lists, even if you have a mobile number. You explicitly and specifically have to ask the user if they can be communicated to via their mobile device. And if they say yes, that's wonderful. If they say no, what you want to do is you want to give them reasons to do that, show them value in this loyalty program, show them value in what they would get from raising their hand and having this conversation with you. I'm asked all the time, how often do you want to interact, how many messages should you send, how many ads should you send, and the answer is very simply. As few as possible to get your point across and to get your product introduction out there. But, just because somebody has invited you in their house doesn't mean that you can literally or figuratively come in and sit on their easy chair and put your feet up. That's not the permission that you're being granted. You're being granted in a value exchange. I, as a mobile user, say, I will have an interaction with you. But you cannot as a brand over extend your welcome.

1.7 Mobile Marketing Opportunities

Now there are many opportunities for mobile marketing. If done well and done right, it works to do at least four things. The first one is to sell product. And I'm one of those big believers that says that everything and nothing has changed with mobile. We still need to sell more stuff. The "What" is the same, it's the "How" that's different. And that "How" is in many cases through mobile. We also use mobile marketing to engage and to get folks, as I mentioned, to go from passive to interactive, and that makes our content more interesting. In a lot of cases, it makes your programming or your ongoing messaging stickier. And it's important that somebody is spending time with you to have this engagement where they feel like there's a meaningful reason to hang around. We also use mobile marketing to inform, and this might be about product introduction. Alaska Airlines uses mobile, and specifically uses text messaging to get offers out there. Let's say Virgin Mobile has a sale on the West Coast. And there's a small period of time where Alaska can get in front of those who have opted in, and tell them that they also have a sale going on. And the reason why mobile, in this case works so well is that over 90% of text messages are opened. And the majority of those are opened within four minutes. And that's unlike email, where open rates might be 10 or 15 or 20%. And as I said a few minutes ago, there are many emails that will never see the light of day. And also, mobile marketing is used to build brand loyalty, and those who elect to have this relationship with you, you really have this opportunity to strike a chord with them, and to become even more important in their lives.

1.8 Mobile Roles in Organizations

Now I want to talk for just a minute or two about the different roles in an organization, we are really evolving, this are relatively early days in mobile. There are several roles that I see in many organizations, one is Evangelist. We're still in that phase where a lot of times there needs to be a champion in the organization to talk up the value and to educate folks. And I've been playing this Evangelist role throughout the industry. And it's been real rewarding, but you need to evangelize with clear and concise and solid evidence that shows that mobile marketing is really driving business results. Another role is a business leader eyeing ROI. So, maybe you're not an evangelist but maybe you're one of those who is very analytical, and it's all about proving the worth of mobile. Another role is a strategist, as we expand, not just the S and B, the Mom and Pop, and small business, but even up to the largest organizations. We are constantly being asked to lead. That's a great spot for people to be in and bullish as a career for those who are smart and nimble and want to be pioneers and help create the future. And then there's the 21st century account manager role. Because we have those who need to take big ideas and make them come to life.

1.9 Skills Required

So some of the skills required that are transferable, we're not seeing mobile marketers from birth. A lot of the folks evolved and the winds of changed have taken us in the direction of mobile, but I just want to throw out a few of those skills that I believe are critical. The first one is creativity. Just like any other discipline, what we want to do is we want to make things interesting and make them, not only strategic, but also compelling. You need to, for sure, have an analytics acumen. Because the data that is available through mobile marketing is most useful if you look at it in real time and are able to dial up and dial down the dials. And we have seen programs, for instance a mobile marketing program that had a street team event. And we looked in the platform in real-time and we said hey, these guys and gals are doing well, let's keep the street team going. Conversely, we've seen programs that are not working, and rather than wait until the flight is over, we've made some additions, some changes, some subtractions that have given us a better chance to succeed, and ultimately we did. It's important to have people on your team or even a person who is multi-faceted to have tactical know how. Like anything else the best idea needs to be implemented correctly for it to succeed. We are looking definitely in mobile for those who have vision since this is a morphing industry and that's what gets me excited every morning when I wake up is that I'm being asked to lead and in our organizations there's a great opportunity for that in the mobile space. And then also, because of its integrated nature and the importance of involving everybody in our organizations, a partnering spirit that fosters integration is absolutely important. Because what we want to do is lock arms with our colleagues, and we're all in this together. And it might sound like a cliche, but if you told me about a mobile effort that literally sat on an island and was separate from everything else that was going on, I would say the chances for success are very small.

1.10 Mobile Is No Longer a Luxury

At the risk of sounding like hype, Mobile Is No Longer a Luxury. And in my Mobilized Marketing book I talked to one of the really early pioneers of Mobile, a guy named Michael Bell, really smart guy. And what he told me is that businesses are being rewarded for bringing positive experiences, and punished for failing to meet and exceed expectations. And what Michael meant by that is we're past the days where we're going to surprise and delight folks, for instance, with a mobile website. It's really table stakes now. And mobile users are looking for particular things in general. On a mobile device if you're a business and somebody's trying to reach you. They want to know what time you're open? What location? What products might you have on sale or products might you have in inventory? And also say if you're not doing mobile, can you say the same thing about your competitors? And in many cases the answer is you can't say that. And we're at the point now where mobile is really such an important element of the marketing mix that you really are at a severe disadvantage if some other of your competitors are engaging, they're selling, they are providing this important information. They've got a website that's friendly and folks are able to engage and get delighted and make purchases and all those things that we're talking about where mobile provides this new avenue for us to sell more stuff.

1.11 Thank You

I know that was brief and I went through this relatively quickly, but hopefully there was some value to you in that. So I really want to thank you again and this is Jeff Hasen for Market Motive.

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