Mobile Marketing Playbook
By 360i
()
About this ebook
Is this the Year of Mobile? For over a decade this proclamation has turned out to be premature, giving marketers ample reason to be skeptical. The difference looking forward to 2011 is that this is the first time that consumer behavior and mobile platforms have reached sufficient scale for mobile to move beyond an emerging media tactic for mainstream marketers.
360i
360i is an award-winning digital marketing agency that drives results for Fortune 500 marketers through insights, ideas and technologies. 360i helps its clients think differently about their online presence and evolve their strategies to take advantage of the new world of marketing communications – one where brands and consumers engage in interactive and multi-directional conversations. Current clients include Kraft Foods, JCPenney, Coca-Cola, NBC Universal and H&R Block, among others. 360i is a division of Innovation Interactive, a digital marketing services company. For more information, please visit http://www.360i.com.
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Book preview
Mobile Marketing Playbook - 360i
Mobile Marketing Playbook
Published by 360i
Smashwords Edition
Copyright 2010 360i
Thank you for downloading this ebook. As always, we welcome comments, critique, debate, and discussion – you can find us on Twitter (@360i or @bwiener), Facebook (facebook.360i.com) or on our blog (blog.360i.com).
Table of Contents
Foreword
Acknowledgements
Overview
Planningin Mobile Marketing
Search
SMS Marketing
Advertising
Social Marketing
Applications
Commerce & Shopping
Parting Thoughts
Glossary
Contributor Articles
The Future of Mobile Content & Commerce
By Noah Elkin, Senior Analyst, eMarketer
The Nail for Social Media’s Hammer
Interview with Mickey Alam Khan, Editor in Chief, Mobile Marketer
How Mobile Marketing Can Fuel Buzz and Engagement for Entertainment Brands
Interview with Valerie Brown, Director of Consumer Marketing, Bravo
Mobile Innovation: What the U.S. Can Learn from Japan
by Naoki Muramatsu, VP, Digital Business Development, Dentsu Holdings USA
FOREWORD
By Bryan Wiener
CEO, 360i
Is this the Year of Mobile? For over a decade this proclamation has turned out to be premature, giving marketers ample reason to be skeptical. The difference looking forward to 2011 is that this is the first time that consumer behavior and mobile platforms have reached sufficient scale for mobile to move beyond an emerging media tactic for mainstream marketers.
Mobile is finally experiencing its tipping point as one of the critical components of the digital marketing landscape, much like search marketing experienced in the early 2000s and social marketing during the past few years. Nielsen reports that within a year, smartphone adoption will exceed the adoption of simpler, feature phones. We’re coming to a point where the majority of phones – and consumers – will have Internet connectivity wherever they go.
Mobile is perhaps one of the most exciting and revolutionary forms of media to flourish over the last decade, as it builds exponentially on the groundbreaking changes brought on by search and social. While the PC Internet is completely divorced from the physical world, mobile breaks down these walls and brings the power of the Internet into the real world in real time.
Imagine you’re in the grocery store, and you can easily look up a product’s ingredients, compare the price of products in the aisles with those in neighboring stores, check other customers’ reviews, and see how popular a product is with other shoppers in your area. This is a vision of our not-too-distant future. If someone has access to information anytime and anywhere, how does that change the way consumers think about your brand and the way you have to interact with them as a marketer? This brings both opportunities and challenges to existing business practices – much like the Internet did.
Rather than seeing this as a daunting prospect, consider that mobile allows consumers to bring their digital lives with them wherever they go. This also means that we no longer have to silo our marketing efforts; the opportunity for cross-channel integration and truly rich multiplatform brand experiences has never been greater.
The accelerated intersection of mobile, local, social and commerce across the online and offline worlds means things are going to change incredibly quickly. That’s why we’ve put together this Playbook – to provide a foundation and framework for approaching the changes ahead. In 2009, we issued our Social Marketing Playbook for similar reasons and it received a tremendous response with more than 50,000 downloads to date. We hope that this Mobile Marketing Playbook will be as valuable for marketers looking to make sense of the current mobile landscape and arm themselves for the innovations ahead. Specifically, the aim of the Mobile Marketing Playbook is to help marketers:
Work within a framework for establishing a set of clear objectives for their mobile marketing strategy
Move beyond the checklist approach with a filter for evaluating the myriad of opportunities within mobile
Think of ways to use mobile to merge online and offline strategies, as a hub that bridges the gap
Encourage a dialogue about what matters in mobile now, and what’s ahead for this new and exciting medium
As always, we welcome comments, critique, debate, and discussion – you can find us on Twitter (@360i or @bwiener), Facebook (facebook.360i.com) or on our blog (blog.360i.com).
Happy reading,
Bryan Wiener, CEO, 360i
ACKNOWLEDGEMENTS
Several individuals graciously lent their time and talents to the production of the Mobile Marketing Playbook. We’d like to take this opportunity to thank them for their contributions.
To our featured columnists: Valerie Brown, Eugene Chung, Noah Elkin, Mickey Alam Khan and Naoki Muramatsu – thank you all for sharing your keen insights with us and our readers.
Thanks also to the 360i team who wrote, edited, designed and managed this Playbook: David Berkowitz, Amanda Bird, Carleejean Cook, Natan Edelsburg, Laura Frizzell, Jim Gulsen, Lara Hejtmanek, Sarah Hofstetter, Chris Humber, Kolin Kleveno, David Levin, Tanya Nam, Katie Perry, Jesse Shaver, Sarah Sikowitz, Benny Simon, Paul Stadnyk and Chang Yu.
And advanced thanks to the readers of this Playbook who are moved to comment, share, critique, tweet, scan, blog or generally discuss the contents herein. We encourage you to reach out and share your thoughts directly with us anytime at editor@360i.com, via feedback on our blog at blog.360i.com or on Twitter @360i.
CHAPTER 1: OVERVIEW
Ten Reasons Mobile Marketing Matters Right Now
There’s so much buzz about mobile marketing that it’s easy to dismiss it, or to check off a few mobile tactics and say you’re doing enough with mobile.
Here are the top ten reasons why mobile matters right now. They illustrate why marketers need a comprehensive mobile roadmap as part of their integrated communications plan to take full advantage of the exciting opportunities ahead.
Your customers most likely own and usemobile devices.
Market research firm comScore reports that as of May 2010, 234 million Americans age 13 and older are mobile subscribers. That’s more than 90% of the U.S. population.
Mobile data usage keeps rising,
with Americans especially fond of texting. Nearly two-thirds (65%) of mobile subscribers text, according to comScore, while the Pew Internet & American Life Project reports teens 12 to 17 communicate each other daily with texting more than through any other channel