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24 Νοε 2013 (πριν από 3 χρόνια και 6 μήνες)

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Marketing for mobile and
location
-
aware devices



MBA 563

WEEK 5

Definition of mobile marketing


Mobile Marketing is a set of practices that
enables organizations to communicate and
engage with their audience in an interactive
and relevant manner through and with any
mobile device or network
.


Mobile Marketing Association



http://www.mmaglobal.com/news/mma
-
updates
-
definition
-
mobile
-
marketing



What does this definition mean?


The “set of practices” includes “activities, institutions,
processes, industry players, standards, advertising and media,
direct response, promotions, relationship management, CRM,
customer services, loyalty, social marketing, and all the many
faces and facets of marketing.”


To “engage” means to “start relationships, acquire, generate
activity, stimulate social interaction with organization and
community members, [and] be present at time of consumers
expressed need.” Furthermore, engagement can be initiated
by the consumer (“Pull” in form of a click or response) or by
the marketer (“Push
”).


http://www.mmaglobal.com/news/mma
-
updates
-
definition
-
mobile
-
marketing


Technologies related to using mobile
devices


Instant messaging


SMS (Text messages)


eMail


Web (HTML 5 and responsive design versus Flash)


Location
-
awareness / location based services (LBS)


Apps


Near
-
field communication (NFC)


VOIP


“over
-
the
-
top” messaging via data (
eg
.
Viber
,
WhatsApp
)


Augmented Reality (AR)




Devices


trend towards convergence



Mobile phones and Smart phones


Tablets


PDAs


mp3 players


Cameras


Remote controllers


GPS devices for navigation


eReaders


Smart watches


Wearables

such as Google Glass


Fitness trackers (
Fitbit

etc)

Attributes of mobile technology


Personal, intimate devices (often always with us)


Data, information, connectivity available anytime and
anywhere


Information at our fingertips (literally)


Move towards touchscreens?


Amplifies the expectation and demand for instant
information in appropriate formats


Gives location
-
sensitive data much more value


Mobile has a clear impact re time online

http://www.comscore.com/Insights/Blog/Theres_a_20_Billion_Pot_of_Gold_at_the_End_of_the_Mobile_Advertising_Rainbow

http://pewinternet.org/Commentary/2012/February/Pew
-
Internet
-
Mobile.aspx


Smartphone and tablet usage


Pew Internet research on
mobile usage


As of May 2013:


91% of American adults have a cell phone


56% of American adults have a
smartphone


28% of cell owners own an Android; 25% own an
iPhone
; 4% own a
Blackberry


As of September 2013:


24% of Americans ages 16 and older own an e
-
reader


35% of Americans ages 16 and older own a tablet computer



Multi
-
platform consumption is the reality: 1 in 3 online
minutes is spent on a mobile device

2013 Mobile Future in Focus

(Comscore)

Smartphone and tablet
demographics


What do people use their phones for?


http://pewinternet.org/Reports/2013/Cell
-
Activities.aspx


Smartphone versus tablet usage

US smartphone operating systems 2013

http://www.nielsen.com/us/en/newswire/2013/mobile
-
majority
--
u
-
s
--
smartphone
-
ownership
-
tops
-
60
-
.html/

Smartphone o/s (Worldwide)


http://www.idc.com/getdoc.jsp?containerId=prUS24108913

Trends in mobile marketing


M
oney transfers and payments (mobile
commerce, mobile banking, near
-
field
communications (NFC)


Location
-
based services (LBS)



Mobile advertising


Augmented reality (next week)


Apps or browser
-
based service?

MOBILE PAYMENTS

Phones as virtual wallets using
near
-
field communication (NFC)


The pace of technological adoption:
the

U.S.

payments example. It took:


28

years to reach 100

million mag
-
stripe

credit card
accounts.


12

years to reach 100

million debit accounts.


7

years to reach 100

million PayPal accounts.


It is projected that it will take only:


5

years to reach 100

million contactless credit/debit cards.


2

3

years to deploy 100

million NFC
-
enabled

(near field
communication) mobile handsets

3
.


http://www.ic.gc.ca/eic/site/oca
-
bc.nsf/eng/ca02518.html

NFC
-

definition


Near field communication (NFC): a short
-
range
wireless communication technology using radio
frequency waves. Enables data to be exchanged
between devices separated by a few
centimetres
.


Some uses


Transit tickets (phone = ticket)


Boarding passes for air travel


Phone to phone file sharing


Tap / wave to pay

http://lexicon.ft.com/Term?term=near
-
field
-
communication


Apple devices don’t support NFC (yet?). Use
proprietary technology


Mobile payment examples: bridging the
physical and digital worlds


Making payments


Google Wallet
(Android phones only)


tap to pay
using NFC, plus online payments


Google Wallet vs. Square Wallet vs. PayPal: a
mobile wallet field test

(video)


Accepting payments


Square Register


an opportunity for accepting
credit cards without a merchant account (and
pretty much anywhere)


PayPal Here



very similar to Square
video to show
how it works

LOCATION
-
BASED MARKETING

Location
-
based services and check
-
ins


Pew Internet research
(2013)

74% of adult
smartphone

owners ages 18 and older say they use their phone to get
directions or other information based on their current
location.


Among adult social media users ages 18 and older, 30% say
that at least one of their accounts is currently set up to
include their location in their posts.


12% of adult
smartphone

owners say they use a
geosocial

service to “check in” to certain locations or share their
location with friends, down from 18% in early 2012.


Among these
geosocial

service users, 39% say they check into
places on
Facebook
, 18% say they use Foursquare, and 14%
say they use Google Plus, among other services.


Marketing uses of location
-
based
devices


Coupons


Maps


Local businesses




The Dangers of Mobile Advertising
(multi
-
layered marketing using humour)


TEXT MESSAGING

Challenges of text messaging (SMS)


Canada’s new anti
-
spam legislation covers all
forms of electronic communication so the very
strict consent framework will apply


At the moment people look at text messages
more than other types on online marketing
messages (but that won’t last if usage is
abused by marketers)


Traditional SMS being replaced by “over
-
the
-
top” services like
WhatsApp

and
Viber

(walled
garden problem)

Research on text spamming


Pew Internet 2012:
complaints re use of
texting by marketers


Some 79% of cell phone owners say they use
text messaging on their cells.


69% of those who are
texters

say they

get
unwanted spam or text messages
. Of those
texters
, 25% face problems with
spam/unwanted texts at least weekly.


MOBILE ADVERTISING

Issues for mobile advertising


“Fat finger syndrome”


Low tolerance on mobile, so monetization is still a
problem


Indications that some services are doing ok with
mobile now


41 percent of
Facebook's

$1.6 billion in Q2 2013 revenue
came from mobile

(but they have the advantage of a very
large
userbase


But
Facebook

Home
hasn’t really got much traction


(video)
Mark
Zuckerberg

talks about
Facebook

and
mobile
at
TechCrunch

Disrupt 2013

http://www.comscore.com/Insights/Blog/Theres_a_20_Billion_Pot_of_Gold_at_the_End_of_the_Mobile_Advertising_Rainbow

The opportunity…mobile ad spend
lags behind mobile engagement

http://www.comscore.com/Insights/Blog/Theres_a_20_Billion_Pot_of_Gold_at_the_End_of_the_Mobile_Advertising_Rainbow

Trends in mobile advertising


Different strategies for different devices because of
different usage patterns?


Typical 30 second video ad model doesn’t fit
-

brands
will create different length ads according to the
medium
eg
.
Instagram

(max 15 seconds) and
Vine
video

(max 6 seconds)


Traditional banner and MPU (mid
-
page unit) ads will
be used less and replaced by rich media


Quality not quantity in terms of views more
important. Cost per engagement (CPE) is a better
measure

http://www.theguardian.com/media
-
network/ebuzzing
-
partner
-
zone/mobile
-
advertising
-
trends
-
2014

APPS VERSUS BROWSER
-
BASED
MARKETING ON MOBILE

HTML5 versus native apps for
mobile


HTML5 is a technology that allows the use of
rich apps that run on any device via a standard
web browser


Advantage of HTML5



Build once and deploy to many mobile devices.
Native apps need to be built separately for each
mobile OS


No apps to download (reduces friction)


Comparison between HTML5 and native apps

http://www.businessinsider.com/battle
-
between
-
html5
-
vs
-
native
-
apps
-
2013
-
77

Criteria

Winner

Reason

Rich user experience and
performance

Native apps

Still some technical challenges in
accessing device
-
native features

Cross platform deployment
costs

HTML 5


HTML5 is the common language of
the web


device and OS don’t
matter

Immediate updates and
distribution control

HTML 5


HTML5 is an open standard


no
single company owns it and
therefore cannot act as a gatekeeper

Monetization for developer
/

publisher

Native

apps

No marketplace like Google Play for
HTML5 apps

Available programming
expertise

HTML 5


HTML5,
javascript
, &
css

are the
native languages of the web (lots of
skilled developers)

Fragmentation challenges

HTML 5

Cross platform potential of
HTML5
may
give it the
edge eventually

Brainstorming opportunities for
mobile


Products and services for mobile?



Promotions via mobile?



Think of as many as you can, then think about
the marketing challenges you might face.



The 2013 Mobile Winners Gallery
(
Smartie

Awards) might help you get some ideas