Class Notes : Nov 12

50m : Share News Stories

10m : Break

20m : Discussion RE: Class Objectives, Final Schedule

Notes on Chapter 19

B to B organizations are similar to B to C in terms of needing to get on the mobile marketing bandwagon, but they’ve been a little late to the show :

SAAS providers like Evernote, Dropbox, Fantastical, TextExpander, Photoshop, Dispatch, Parcel, Hipchat all have developed apps that integrate with their subscription/paid software services; some even include in-app purchase upgrades.

Other businesses are focusing on mobile search or video pre-roll ads – a contractor on a job site may get a tip from a coworker about a brand of construction tool, take out their phone and do a mobile search for reviews or where they can purchase it. Or that same contractor may look up a video about how to install something and see a pre-roll video advertising that same brand. http://www.bluetrain.io/blog/every-b2b-company-needs-a-mobile-marketing-strategy/

Still others are getting into appvertising (mobile banner ads) and more social media content and advertising as they try to crack that barrier that most users are within dedicated apps while on their mobile device (up to 90%, according to a recent study by Flurry Analytics : http://www.flurry.com/bid/109749/Apps-Solidify-Leadership-Six-Years-into-the-Mobile-Revolution#.VGPkd4vF_aE). See also : http://venturebeat.com/2014/04/01/the-mobile-web-is-still-losing-out-to-native-apps-six-years-into-the-mobile-revolution/

Businesses advertising their conference may build an app that can handle ticketing, directions, event details and calendar, etc.

Other businesses are offering their clients order status reports, replenishment reminders, updates on products or services, or even customer service access all from mobile.

40m : Quiz on Chapters 13-17

HOMEWORK :

  • READ : Chapter 20
  • RESEARCH : A mobile technology/marketing news article you found interesting and bring it to class – I will choose several people at random to share.
  • MOBILE MEETUP : I will be the guest speaker at the Mobile Meetup next week at 5:30pm at Myriad Mobile, 503 7th St N, Fargo, ND. Attend both the meetup and class after for extra credit, otherwise meet us back at the classroom at 7pm.
  • REMINDER : No class Nov 26th

Class Notes : Nov 5

15m : Discussion RE: Last week’s Midterm

I was very impressed and amazed at the creativity and great ideas students came up with for their campaigns – Great job! I let the class know some examples that I thought really stood out, and introduced a few other digital tools for creating mockups such as :

http://www.fakephonetext.com/

https://www.fluidui.com

https://www.lucidchart.com

http://www.ivoryresearch.com/free-swot-analysis-generator/

20m : Share News Stories

Taco Bell goes App-only. Target’s Alex confuses everyone, and himself. Starbucks is launching new mobile order and pay options in their app in Portland in December, and delivery in select markets next year. Paranoia is a (very bad) movie about corporate espionage between two cell phone providers that mirrors some of the rivalries seen in the tech and social media realms. Another story highlighted the mistake the BBC News made with their Push messaging.

15m : Discussion RE: Chapter 18

Wikipedia has an extensive entry on Mobile Commerce that lists some of the mobile commerce products and services available.

Starbucks is innovating again in regards to utilizing mobile e-commerce by offering mobile order and pay starting this December, and delivery next year.

This recent Tech Crunch article offers many examples of how the mobile commerce realm is shifting to take advantage of new opportunities and is finding that in order to stand out from the crowd and charge premium prices the focus should be on perfecting the User Experience, not on discounts or promotions.

This Inc. article gives a few examples and talks about many of the challenges of mobile e-commerce.

10m : BREAK

50m : Split class into groups. In-class project work time.

In Class Project : Mobile E-Commerce!

I will split the class up into groups of 3-4 and assign each with a different Business Type. Within your group, each of you will be Role-Playing One Business Owner, One Project Manager, and One to Two Production Crew Members

RULES :

  1. The Business Owner must kick-off the presentation to the class, but they also get final say on all group decisions.
  2. The Project Manager organizes and delegates tasks.
  3. Production Crew creates visuals for the presentation.
  4. You get 5 minutes at the end of class to SHOW YOUR WORK!

Can use paper, pens, markers, post-its, etc. (I provide).

Can use any tools at your disposal : SWOT, 20 Questions to identify Brand Differentiators, Four P’s and Five C’s, Identify Target Audience, Define Goals, Devise Campaign Strategies, Incorporating Other Media etc.

Deliverables :

  1. As a group, make up a Name, Tagline and Logo/Branding for your business. Remember, the designated Business Owner gets final say on these decisions.
  2. Plan and Design your mobile campaign centered around Selling Products/Services on Mobile – via a mobile-compatible website or a mobile App. Define your objectives and identify your target audience. Devise campaign strategies and determine the length of your campaign. Determine if and how you will incorporate supporting media (online or offline) (NOTE : You must include a mobile e-commerce solution, but including any other mobile media is optional). Create Workflows, Use-Cases, etc. Draw mockups and other mobile marketing in context. Finally, how will you track your results? What statistics are you most interested in to verify the success or failure of your campaign?

Extras if you have time!

  • Identify and List your Competitors. Research them and identify at least one Brand Differentiator. You can use a SWOT, 20 Questions to identify Brand Differentiators, etc.

10m : BREAK

30m : Show your work – In-class presentations.

HOMEWORK :

  • READ : Chapter 19
  • RESEARCH : A mobile technology/marketing news article you found interesting and bring it to class – I will choose several people at random to share.
  • QUIZ : We will have a quiz that includes questions related directly to Chapters 13-17 on Wednesday November 12th. Please ask me ASAP if you have any trouble understanding the terms or concepts the book presents.

Class Notes : Oct 29

Midterm Test

HOMEWORK :

  • READ : Chapter 18
  • RESEARCH : A mobile technology/marketing news article you found interesting and bring it to class – I will choose several people at random to share.

Class Notes : Oct 22

20m : Quiz #3 Recap, discussed the Midterm (scheduled for next week)

20m : Discussion RE: Chapters 15-17

Mobile Apps

A mobile app is not a mobile website. If your mobile app only offers what you can find on your mobile website, you should strongly consider not investing the time, energy and money into creating an app (this was the direction we went with regarding a redesign of Moorhead Public Schools’ mobile-friendly website). The Nerdery’s presentation : Design Science: OMG. We Need a Mobile App! offers a great flowchart and reasoning for whether or not your business needs a mobile app, as well as what type of app and what platforms you should develop for :

If you’ve decided your business could benefit from a mobile app, you’ll need to determine what kind of app is right for you, keeping in mind the types of apps that also get the most usage (see also Figure 15.1 in the book).

Generating ad revenue from iAds or AdMob advertising in your app are a potential revenue stream opportunity, but understand that the odds of getting rich on ad revenue are slim to none, unless (possibly) you’re in the top 1% of apps downloaded and used.

Building your own app will require that you hire developers that know how to code apps, and not all app developers know how to code for all platforms. In fact, you’ll generally find app developers that specialize in either Android, iOS or Windows. Cross-platform devs are like unicorns, especially those that are good at it. This supply-demand is one of the reasons why app development can be very expensive, and another reason why, if you have a need for a custom app or apps, you might want to consider partnering with an app development company or firm. There are alternatives to native apps, but beware that there is no one-size-fits-all solution, and much like using automated software to build a mobile website, using an automated solution for app development can be very risky, depending on what you’re trying to ultimately achieve.

2D Codes

qrcodeQR and bar codes are great in the fact that they can hold a lot of information, but in the mobile realm, using a 2D code to direct someone to another location (such as your website) is only as good as that followup and those workflows are set. Another failure point for 2D codes is that they can become damaged or unreadable (such as printing one on a surface that is too textured or glossy for the phone’s camera to read).

2D codes are for more than just coupons, maps, your app or more photos or information. They can be used for payments, boarding passes, connecting people to your wifi, creating an email or calling someone, and sharing contact information. Most importantly, used in conjunction with other mobile marketing opportunities, they can be an important step in your mobile marketing plan.

There are 2D and QR code generators online – many free – that you can use to create your own code.

Best practices for 2D codes includes providing clear instructions, driving users to mobile-friendly websites and information, and using your campaign in areas where 2D codes can be easily scanned (good cell-phone coverage or public wireless access, and not where people are physically moving). Also, the information or link your 2D code leads to should add value to the user and you should track your results and conduct tests to make sure your 2D code (and the process leading to and following it) work well for users.

Tablet Computers

Since the book was written, tablets have become much more ubiquitous and manufacturers other than Apple have jumped into the market to provide users with cheaper options of all different sizes. People use tablets for different purposes than phones, and your mobile marketing strategy needs to take that into consideration. The fact that tablet users are more likely to convert to sales is one thing to consider, although with the recent emergence of ApplePay and users getting used to Google Wallet and other mobile payment solutions, sales via a mobile phone might just catch up or surpass tablet conversions on regular goods (not including apps, digital music or e-books).

Tablets are gaining a huge presence in areas within a business such as payment cash registers, inventory and asset tracking, patient monitoring and driving heavy machinery or flying airplanes.

There are a plethora of tablet apps today, and a quick search on Google yielded the following and many more : 132 Awesome apps for Android Tablets (August 2014) or Lifehacker Pack for Android Tablets: Our List of the Essential Apps

10m : BREAK

30m : Split class into groups. In-class project work time.

In Class Project : Mobile Apps!

I will split the class up into groups of 3-4 and assign each with a different Business Type. Within your group, each of you will be Role-Playing One Business Owner, One Project Manager, and One to Two Production Crew Members

RULES :

  1. The Business Owner must kick-off the presentation to the class, but they also get final say on all group decisions.
  2. The Project Manager organizes and delegates tasks.
  3. Production Crew creates visuals for the presentation.
  4. You get 5 minutes at the end of class to SHOW YOUR WORK!

Can use paper, pens, markers, post-its, etc. (I provide).

Can use any tools at your disposal : SWOT, 20 Questions to identify Brand Differentiators, Four P’s and Five C’s, Identify Target Audience, Define Goals, Devise Campaign Strategies, Incorporating Other Media etc.

Deliverables :

  1. As a group, make up a Name, Tagline and Logo/Branding for your business. Remember, the designated Business Owner gets final say on these decisions.
  2. Plan and Design your mobile campaign centered around your Mobile App. Define your objectives and identify your target audience. Devise campaign strategies and determine the length of your campaign. How will you get users to download your Mobile App? Determine if and how you will incorporate supporting media (online or offline) (NOTE : You must include a Mobile App, but including any other mobile media is optional). Create Workflows, Use-Cases, etc. Draw mockups of the Mobile App and other mobile marketing in context. Finally, how will you track your results? What statistics are you most interested in to verify the success or failure of your campaign?

Extras if you have time!

  • Identify and List your Competitors. Research them and identify at least one Brand Differentiator. You can use a SWOT, 20 Questions to identify Brand Differentiators, etc.

20m : Show your work – In-class presentations.

10m : BREAK

30m : Guest Speakers Jordan and Alison from Myriad Mobile

Jordan is an NDSU graduate and User Interface Designer, Alison is a Graphic Designer and a recent graduate of MSUM. They talked about and showed images of their Process – including sketches and lo-fi and hi-fi wireframes they do at the beginning of the project. They also explained that they are usually brought into the process toward the beginning of a project, but usually after some use cases have been established and they have a fairly clear set of goals for functionality.

There are 3 main platforms they create graphics and interface workflows for – iOS, Android and Windows, and part of their job is to keep up on trends and changes regarding the user interface and interaction elements.

Regarding marketing for mobile, they’ve been developing apps lately (such as the new Scheels app) that incorporate NFC and iBeacons. They also talked about how ad banners on mobile are awkward and one innovative approach being used recently by Snapchat is to make ads short videos that the user can choose to view.

HOMEWORK :

  • SURVEY : There is a Mid-Semester Course Evaluation in D2L. This assessment is completely anonymous, and your feedback will be used to help improve the course. Please complete it by the end of next week’s class!
  • STUDY : Required Midterm Test next week!
  • READING : None!

Class Notes : Oct 15

Mobile Meetup Night!

Convened class at 7pm.

30m : Discussion RE: the Mobile Meetup

20m : Discussion RE: Chapters 12-14 – Mobile Display Ads, Mobile Paid Search, Location-Based Marketing

Mobile Ads

Display Specs

new-iab-logoThe iab or Interactive Advertising Bureau

…evaluates and recommends standards and practices and fields critical research on interactive advertising.

iab Mobile Creative Guidelines

They maintain a list of creative guidelines for mobile and digital ad sizes and specs, and are helping standardize ad sizes. They also have guidelines and best practices for other media such as Games, Interactive TV and Social Media.

mobilereal-timebiddingBuying Mobile Display Ads and Real-Time Bidding

CPM, CPC and CPA are different ways of purchasing mobile advertising, and each is suitable for different business goals.

Real-time bidding, or RTB, is a style of programmatic buying in which digital advertising opportunities are auctioned off in real-time. The auctions take place in milliseconds as advertisers bid on the right to show you an ad immediately after you open an app or click to a new web page.

On the desktop it’s a powerful technique to deliver the right ad to the right consumer at the right time and place. On mobile, it could be more powerful since consumers take their devices everywhere — to the mall, the car dealership, Starbucks, etc.

Read more: http://www.businessinsider.com/mobile-real-time-bidding-ad-ecosystem-2013-5#ixzz3FqKeJfIZ

Mobile Video

You’ll see mobile videos pre-rolled before YouTube videos, before listening to music on Songza, etc.

Mobile Paid Search

paidsrcpizzaKeywords and Writing Ads

Mobile paid search offers a very small space, so your writing has to be creative and succinct. In the example to the right, you’ll see the words “Two Layers of Cheese, Toppings To The Edge. Try…” which is a great example of how Domino’s was able to squeeze enticing wording into only 9 words on a mobile search ad.

Measuring

Check your stats against your goals – if your campaign is not meeting your goals, adjust your strategy. If you don’t measure your stats, you can’t tell how good/bad your campaign is performing. You can use CTR (Click-through rate), Average position, Google Quality score, and Conversion tracking to measure the success (or failure) of your campaign.

Location-Based Marketing

LBMA_Diagram

In the diagram above from the Location-Based Marketing Association, the orange ring represents the technology available to determine a person’s location. The blue ring shows the media to integrate these technologies, and the outer, green ring shows examples of ways in which the mobile ecosystem has manifested. (from : http://www.shoutlet.com/blog/2012/09/location-based-marketing-promising-but-still-in-emerging-stages-smwla-panel/)

Location-Based marketing is in it’s infancy but is a huge opportunity to expand a business’ effective mobile marketing strategy. For example, because I have the Starbucks app on my phone, and I have allowed it to know my location, it can send me an alert when I’m nearby a Starbucks store. When my proximity is close, it puts an alert on my lock screen, which I can swipe to immediately bring up the barcode for my Starbucks account for payment. This reduces so many barriers to entry and makes the payment process so easy it’s tempting to make a Starbucks stop nearly every time I’m near one!

Location-Based Services (LBS), NFC, Bluetooth and Location-Based Advertising (LBA)

Augmented Reality, Proximity or Geofencing are a few other words you might hear in relation to Location-Based Marketing. One of the predecessors to Location-Based Services (that are still being used today) are Interactive Tours for Museums, now on your phone vs. a cassette or cd player with headphones you carry with you as you wander through galleries : http://www.toursphere.com/museums/

Location-Based Marketing Best Practices

the_lbma-logo

http://www.thelbma.com/

The Location Based Marketing Association strives to “help those engaging location-based services be as successful as possible.” They have research, case studies, a blog and even podcasts centered around their mission. One location-based marketing campaign they covered in a case-study involved turning a transit shelter into a transporter using Augmented Reality and a specially designed app for the Calgary Comic Expo. This event promotion caused the event to sell out, increased engagement with users, had great social engagement and won an award for innovation.

10m : BREAK

30m : Quiz on Chapters 9-12

HOMEWORK :

  • READ : Chapters 15-17
  • RESEARCH : A mobile technology/marketing news article you found interesting and bring it to class – I will choose several people at random to share.
  • GUEST SPEAKERS : Next week, Jordan and Alison from Myriad Mobile will tell us about their jobs creating mobile apps.

Class Notes : Oct 8

20m : Share News Stories

We talked tonight about the convenience of mobile coupons, coke vending machines in South Africa being outfitted with free wifi, and how recent studies are showing a correlation between our mobile/laptop/tv screens with their blue light are making us sleep less and get fat.

20m : Discussion RE: Chapter 11

smsappinvite smscanada smscclimit smscoupons smsgooglepassPhoto Sep 06, 4 09 16 PM

target-mobile-coupon

Target places signs in their retail stores to “Text XXXXX” to them to receive an SMS/MMS back with a mobile coupon.

wakeupmmsA case study on an MMS campaign to sell a music single shows an example of a creative campaign that achieved better than expected results.

snickersmrtAnother case study on a Snickers SMS/MMS campaign drove brand awareness and loyalty by teaming up with Mr. T.

Another MMS campaign was focused on bringing awareness and driving entries to a contest for Kleenex.

In the past couple of years, Passbook has become the 4th most popular mobile commerce application, and integrates with SMS and MMS to allow organizations to send tickets, coupons, boarding passes and more to users and store them all in one location on their phone.

Organizations can use services from businesses like Outspoken or Skycore Mobile Services to create, send and monitor SMS and MMS campaigns.

optit-99bottlesPermission is a very important element of an SMS/MMS campaign, since many wireless carriers still charge fees (one way or another) for text messaging services. Spamming your list can get litigious very fast (for some “light” reading on the subject, check out the FCC’s web page about Spam). Optit (another Text Message Marketing service) has very specific wording they require in any place displaying a text message signup, as a direct result of recent changes to the Telephone Consumer Protection Act as of October 16th 2013.

10m : BREAK

30m : Split class into groups. In-class project work time.

In Class Project : SMS/MMS!

I will split the class up into groups of 3-4 and assign each with a different Business Type. Within your group, each of you will be Role-Playing One Business Owner, One Project Manager, and One to Two Production Crew Members

RULES :

  1. The Business Owner must kick-off the presentation to the class, but they also get final say on all group decisions.
  2. The Project Manager organizes and delegates tasks.
  3. Production Crew creates visuals for the presentation.
  4. You get 5 minutes at the end of class to SHOW YOUR WORK!

Can use paper, pens, markers, post-its, etc. (I provide).

Can use any tools at your disposal : SWOT, 20 Questions to identify Brand Differentiators, Four P’s and Five C’s, Identify Target Audience, Define Goals, Devise Campaign Strategies, Incorporating Other Media etc.

Deliverables :

  1. As a group, make up a Name, Tagline and Logo/Branding for your business. Remember, the designated Business Owner gets final say on these decisions.
  2. Plan and Design your mobile campaign. Define your objectives and identify your target audience. Devise campaign strategies and determine the length of your campaign. How will you get users to subscribe to your SMS/MMS campaign? Determine if and how you will incorporate supporting media (online or offline) (NOTE : You must include SMS/MMS, but including a Mobile Website or other mobile media is optional). Create Workflows, Use-Cases, etc. Draw mockups of the SMS/MMS messages (in context), and if you create a mobile site, include the layout, navigation, calls-to-action, etc. Same for other types of media – draw them out. Finally, how will you track your results? What statistics are you most interested in to verify the success or failure of your campaign?

Extras if you have time!

  • Identify and List your Competitors. Research them and identify at least one Brand Differentiator. You can use a SWOT, 20 Questions to identify Brand Differentiators, etc.

20m : Show your work – In-class presentations.

10m : BREAK

20m : Quiz on Chapters 5-8

HOMEWORK :

  • READ : Chapters 12-14
  • MOBILE MEETUP : I will confirm and send out a Remind text message, but there should be a Mobile Meetup next week at 5:30pm. Attend both the meetup and class after for extra credit, otherwise meet us back at the classroom at 7pm.
  • QUIZ : We will have a quiz that includes questions related directly to Chapters 9-12 on Wednesday October 15th. Please ask me ASAP if you have any trouble understanding the terms or concepts the book presents.

Class Notes : Oct 1

20m : Shared favorite apps

40m : Discussion RE: Chapter 10

The book emphasized how, instead of optimizing your web pages, the key to creating an effective mobile website is to “…optimize your customer’s thought sequences…”.

One tool you can use to visually map out workflows is LucidChart.

You can also draw inspiration from sites that post examples of good mobile website design.

We talked about the pros and cons of using a “simple” solution for converting your website to a mobile-compatible version, including WordPress plugins (for WordPress sites), vs. building your mobile site from scratch.

When creating a mobile site design, you’ll want to test it thoroughly, and aside from purchasing and setting up a warehouse full of testing devices (which can get very expensive very quickly), you can obtain similar testing results via online emulation services like BrowserStack.

If you don’t have a website or don’t have Google Analytics or other data to show how many users are accessing your site via a mobile device, you can use general statistics from comScore, Nielsen or AdMob to help secure a budget for mobile website development.

10m : BREAK

20m : Split class into groups. Gave directions for in-class group project.

In Class Project : Mobile Website!

I will split the class up into groups of 3-4 and assign each with a different Business Type. Within your group, each of you will be Role-Playing One Business Owner, One Project Manager, and One to Two Production Crew Members

RULES :

  1. The Business Owner must kick-off the presentation to the class, but they also get final say on all group decisions.
  2. The Project Manager organizes and delegates tasks.
  3. Production Crew creates visuals for the presentation.
  4. You get 5 minutes at the end of class to SHOW YOUR WORK!

Can use paper, pens, markers, post-its, etc. (I provide).

Can Use SWOT, 20 Questions to identify Brand Differentiators, Four P’s and Five C’s, Identify Target Audience, Define Goals, Devise Campaign Strategies, Incorporating Other Media etc.

Deliverables :

  1. As a group, make up a Name, Tagline and Logo/Branding for your business. Remember, the designated Business Owner gets final say on these decisions.
  2. Thinking from the perspective of a business owner/marketer trying to build your mobile website , list the information, services and features mobile users might be looking for on the mobile version of your website. Create Workflows, Use-Cases, etc.
  3. Design your mobile website. Draw mockups of the site that include the layout, navigation, calls-to-action, etc.

Extras if you have time!

  • Identify and List your Target Audience. You can use any tools : Persona Building, etc.
  • Identify and List your Competitors. Research them and identify at least one Brand Differentiator. You can use a SWOT, 20 Questions to identify Brand Differentiators, etc.
  • Find one GOOD mobile website within your assigned Business Type. List and evaluate the features/services available on the mobile site. Are there any additional or fewer features vs. the desktop version of their site?

30m : In-class project work time.

20m : Show your work – In-class presentations.

HOMEWORK :

  • READ : Chapter 11
  • RESEARCH : A mobile technology/marketing news article you found interesting and bring it to class – I will choose several people at random to share.
  • QUIZ : We will have a quiz that includes questions related directly to Chapters 5-8 on Wednesday October 8th. Please ask me ASAP if you have any trouble understanding the terms or concepts the book presents.
  • BONUS : Here’s the link if you want to take the FEDO assessment.

Class Notes : Sept 24

Mobile Meetup Night!

Convened class at 7pm.

40m : Discussion RE: the Mobile Meetup

20m : Discussion RE: last week’s quiz

10m : BREAK

20m : Discussed Chapter 9, the Course so far, and upcoming class activities.

HOMEWORK :

  • SUBSCRIBE : If you haven’t signed up for the Remind group – do that ASAP.
  • READ : Chapter 10
  • RESEARCH : I forgot (and we ran out of time) to discuss our favorite mobile app in the Sept 24th class. We’ll do that next week (Oct 1) instead.

Class Notes : Sept 17

30m : Share News Stories, Apps

We talked about how police forces are teaming up with universities and schools to build apps that allow users to report fires, crimes and EMT professionals; how Facebook is teaming up with carriers in Africa to offer free data to mobile users when used to surf Facebook; how Apple’s push of the new U2 Album to all iTunes users worldwide backfired and forced them to quickly (attempt to) come up with a way to allow users to decline their ‘gift’. Kjersti also emailed me a link to an article talking about the importance of tracking user activity on your app and researching the references and testimonials of an advertising service or programmatic ad buying service to promote your app to mitigate the risks of fraud related to unscrupulous companies and hackers.

30m : Question/Answer related to the reading and supplemental insights/lecture, Chapters 7-8

4psMarketing Mix

The marketing mix is a business tool used in marketing and by marketers. The marketing mix is often crucial when determining a product or brand’s offer, and is often associated with the four P’s: price, product, promotion, and place. In service marketing, however, the four Ps are expanded to the seven P’s or Seven P’s to address the different nature of services.
In the 1990s, the concept of four C’s was introduced as a more customer-driven replacement of four P’s. There are two theories based on four Cs: Lauterborn’s four Cs (consumer, cost, communication, convenience), and Shimizu’s four Cs (commodity, cost, communication, channel).
In 2012, a new four P’s theory was proposed with people, processes, programs, and performance.

http://en.wikipedia.org/wiki/Marketing_mix

A New Look at the 4Ps of Marketing :

Coty, Inc: The Death of The Four Ps of Marketing :

This article on the Harvard Business Review : Rethinking the 4 P’s – argues that the 4 P’s “need to be reinterpreted to serve B2B marketers.”

5csThe video on this website gives an overview and examples of the Five C’s of marketing, as well as a SWOT Analysis and Porter’s 5 Forces : The Three Most Simple (and Effective) Business Analysis Tools.

http://en.wikipedia.org/wiki/SWOT_analysis

http://en.wikipedia.org/wiki/Porter_five_forces_analysis

20 Questions to Help You Differentiate Your Brand
http://60secondmarketer.com/blog/2010/08/30/20-questions-to-help-you-differentiate-your-brand/

Science Of Persuasion :

BOOK : Yes!: 50 Scientifically Proven Ways to Be Persuasive : http://www.amazon.com/Yes-Scientifically-Proven-Ways-Persuasive/dp/1416576142

10m : BREAK

25m : Smartphones

Smartphone Operating Systems

http://en.wikipedia.org/wiki/Mobile_operating_system

The most common operating systems are : Google’s AndroidiOS (for the iPhone), Windows Phone, and Blackberry OS.

Carriers and Manufacturers

The most common US Carriers are AT&T, T-Mobile, Verizon, and Sprint, but the worldwide list is longer.

Manufacturers

Apple manufactures their iPhones under strict contracts with 3rd party vendors and internal teams, while Google has partnerships with several external vendors to produce their hardware, the most popular of late being Samsung.

Apps

The book lists several types of apps and I demoed a few I have :

News and Information : VNL News

Social : Quora

Games : !!! I only have them on my iPad – Plants vs. Zombies 2

Culture/Fun : Songza

Shopping : AppShopper

Branded Apps : Starbucks

Productivity Apps : JIRAConnect

Financial Tools : Calculator

Organizers/Time Savers : Goodreads

Utilities : Pronto

One category the book lumped into Utilities or Fun – that I think is a large enough category on it’s own is Photo/Video : Percolator

10m : BREAK

45m : QUIZ

SCHEDULING NOTE :

The Mobile Meetup has been scheduled for next Wednesday, September 24th, and the location has been changed to Myriad Mobile, 503 7th St N, Fargo, ND. You can attend the meetup and class that night for extra credit, or just meet everyone back at the classroom at 7pm.

HOMEWORK :

  • SUBSCRIBE : If you haven’t signed up for the Remind group – do that ASAP.
  • READ : Chapter 9
  • RESEARCH : Instead of a news article, we’ll share favorite apps next week.

Class Notes : Sept 10

15m : Discussion re: Video : The Greatest Story Ever Told – Part 2

Arpanet started with 4 computers and was open for all to edit. In 1971 there were 18 computers on the network and other networks across the globe, but they all had used different protocols. In 1983 a universal protocol was introduced and all the worldwide individual networks could then talk to one another.

Tim Berners-Lee invented the Internet, which became free and open to the public in 1992. Most of it was still text based (gopher). The first public graphic Internet browser was Mosaic (later renamed Netscape), and didn’t arrive until 1993.

When the Internet started out, there was not a lot of cursing, swearing, and put-downs – everyone was much more positive and cordial than today. A lot of the Internet was used for forums and social interaction.

When the Internet became a large collection of uncatalogued sites, Google came along and made navigating the web much easier.

When the iPod was released, the two things that were innovative from a user experience and a marketing standpoint were the scroll wheel that made navigating through music easier and white earbuds that made everyone notice them.

This was your smartphone in 1980!

This was your smartphone in 1980!
Source: pic.twitter.com/UfMyU8KH

Nokia was the leader in cell phones in the 1990s, and business people used phones with tiny keyboards (such as Blackberry).

The iPhone started with 16 apps, until the App store was released a year after the iPhone’s original release.

Android’s G1 came out in 2008, and the Android’s OS is open-source and customizable. However, early Android devices were prone to lag and were buggy. Android v. 4.2 – Jellybean – and OS updates since have drastically improved the user experience.

Our phones have become incredibly personal devices that are all about us.

Social Media has had a significant impact on the evolution of mobile.

Friendster started in 2002, and was huge in Asia, but never caught on in the US as big as – MySpace. In 2003 MySpace was created in 10 days, and took over Google by 2006 in hits. Facebook started in 2004 and quickly overcame MySpace. We saw the debut of YouTube in 2005 and Twitter in 2006. Today we also have LinkedIn and Pinterest as two other heavyweights in the social media sphere.

Smartphones are becoming incredibly powerful, and the PC and the smartphone are converging, at the same time that wearables and other devices are entering the market.

30m : Share News Stories, Apps

We talked about the big Apple keynote that revealed the Apple Watch, Apple Pay, and two iPhone 6 devices. Kjersti shared this article with me via email, which I think is particularly relevant to our class : What Technologies or Tech Toys Are You Most Excited About? Check out the comments as well for some great insight into people’s reaction to the article’s questions.

We also talked about how users engage with a brand via mobile apps more than 80% of the time, vs. via an Internet browser on mobile. We also discovered how sports teams such as the New Orleans Saints are using SnapChat as a marketing tool.

10m : BREAK

40m : Question/Answer related to the reading and supplemental insights/lecture, Discuss Chapters 5-6

Chapter 5

Nine ways businesses are using mobile marketing:

smsappinvite smscanada smscclimit smscoupons smsgooglepassPhoto Sep 06, 4 09 16 PM

1.) Short Message Service (SMS)

Ubiquitous, simple, cost-effective, highly compatible across networks and devices, personal and interactive, environmentally friendly (vs. paper/print).

  • Community dialogue : live conversations and instant support
  • Content : links to e-books, videos, music, games and apps. Can signup to receive exclusive first-notice of newly launched products and services (Mailbox app invite – built hype for the app)
  • Promotional campaigns : text-to-win contests, voting, coupons (Target).
  • Time-Sensitive information : Send Alerts, Notifications, scheduling, travel arrangements and account transactions (i.e. Near a Credit Card Limit, Unusual activity on a banking account, password changes on accounts, Food trucks can send messages announcing where you can find them on a given date/time).
  • Authentication : Two-Step Verification/Two-Factor Authentication – Google accounts, Banking accounts, etc. After HeartBleed, several companies implemented (or are in the process of adding) two-step verification.

target-mobile-coupon2.) Multimedia Messaging Service (MMS)

http://en.wikipedia.org/wiki/Multimedia_Messaging_Service
“The most popular use is to send photographs from camera-equipped handsets. It is also used on a commercial basis by media companies as a method of delivering news and entertainment content and by retail brands as a tool for delivering scannable coupon codes, product images, videos and other information. Unlike text only SMS, commercial MMS can deliver a variety of media including up to forty seconds of video, one image, multiple images via slideshow or audio plus unlimited characters.”

Target runs MMS campaigns that ask you to text a code to them and sends you back an MMS with a scannable coupon.

Starbucks’ recent MMS campaign built hype, took advantage of crowd-sourced content and viral sharing on mobile devices. http://www.mobilecommercedaily.com/starbucks-whips-up-clever-sms-mms-campaign-for-summer-drink-buzz

3.) Near Field Communications (NFC) and Bluetooth

Connect with other devices and wearables – bluetooth speakers, Apple Watch – make payments (Apple Pay or Google Wallet) or check-out items, track items in warehouses or students on campuses, control your Roomba iRobot, drone, temperature or lights in your home or an entire home automation system.

http://krypted.com/travel/10-advances-in-wearable-technology-available-today/

4.) Mobile Websites

Allow users to access product and service information online directly from your website, but tailored to the mobile experience.

paidsrcpizza5.) Mobile Display Advertising and Paid Search

Catch and convert prospects during some part of the buying cycle, increasing the likelihood of conversion. Targeted to the mobile experience.

6.) Location-Based Marketing

Similar to loyalty programs/cards – you can use mobile to reward frequent patrons with discounts and convert sales with special offers. Foursquare (their check-in functionality is now present in the Swarm app), Facebook check-ins, Yelp – all help build positive customer relations and convert sales. One up-and-coming technology is iBeacons, which could potentially be used to push notifications to your phone when in close proximity; for example, an alert when you walk past a clothing rack that displays shirts for 50% off.

http://www.citeworld.com/article/2457650/mobile-byodew-foursquare-future-location-based-ser/mobile-byod/new-foursquare-future-location-based-services.html
https://www.swarmapp.com/
http://blog.hootsuite.com/foursquare-vs-the-swarm-app-whats-the-difference/

7.) Mobile Apps

Compelling, valuable apps can build customer loyalty and make your brand appear more technically savvy than the competition. Starbucks App, Target’s brand app and Cartwheel app, Walgreens app, amazon, etsy, Fab, etc.

8.) QR Codes/2D Codes

Lead users to a lot of information via a small scannable code – bring them from the offline world to the online one. Link to anything online – coupons, product information, social media posts, contact information, etc.

PvZ-2-incentivized-ad-Free-Coins9.) Tablet Computing

Larger screens means more real-estate for your message and possibly better engagement with slideshow or video marketing messages or whitepapers. And even though there are plenty of distractions that can prevent your message from reaching your intended audience, there is the ability, somewhat, to manufacture a captive audience. Incentivized Ads can be shown in-game on-demand (especially mobile games), and by electing to watch them users can earn virtual currency to buy in-game items or unlock limits. http://blog.tapjoy.com/advertising/tapjoys-appitude-report-uncovering-consumer-mobile-app-insights-and-the-key-role-of-advertising-autobak/

10m : BREAK

20m : Chapter 6

Mobile marketing mistakes you can avoid

Frustrating and disappointing your mobile audience can damage your brand’s reputation in an instant. If they’re viewing your mobile message with friends, it’s easy for them to turn their phone around and show all their friends how hilarious or frustrating they find your mobile marketing strategy has failed in their eyes. At the same time, they can also do the same thing to instantly show friends how they found your mobile marketing message relevant, informative, or entertaining.

Treating the PC and Mobile User the Same

Mobile marketing is :

  • Fast : Not only are attention spans much shorter on mobile, many users still need to contend with data limits or intermittent connectivity, which can quickly dissuade them from even making it to your message.
  • Succinct : Your message or offer has to be short and to the point – imagine seeing all that text at the end of prescription medication commercials on your mobile device – then picture your users’ eyes rolling back in their heads before they click away. And above all, DO NOT forget to tell your audience exactly what you want them to do by providing a clear CTA (Call-to-Action). http://mobilemarketingfail.com/2012/06/19/feeding-america-who-should-care/
  • Creative : Limited real-estate (small screen sizes) as well as short attention spans demand that your message be creative and unique. Marketing that works in print or even on your website may need to be modified to grab your mobile user’s attention.
  • Location : Users on mobile are often on-the-go and are looking for directions (or a map) to your location, your hours of operation or your phone number. Offer options to open a larger map or click to call and make these options prominent.
Failing to Recognize the Differences in Mobile Equipment
Issues to consider :
  • Bandwidth limits : File sizes need to be optimized – especially media such as photos, audio or video. Average smartphones now take photos that are very high quality and also several MB each, usually. Online images, even those optimized for retina displays generally can look good at only a few thousand KB or a MB or two – depending on the overall dimensions. You can use Save For Web in Photoshop or other photo editing programs to compress photos for online use.
  • Charges and fees : Providers generally charge a flat rate up to a certain data cap limit, and then gouge you for every byte over. Users do not want to waste their mobile data plans on unhelpful or insignificant information.
  • Keyboard and mouse : Limit screen movements, and minimize the need for extensive typing. Long online forms are a terrible user experience on mobile. Save them as a follow-up they can fill out later. Even a registration form on mobile can be simplified (and you can offer options to have the user fill out their profile in more detail later via a CTA in an email or on-screen when they login via the regular website on a desktop machine). Dropdown menus in particular can be replaced by more mobile-friendly options. Example of 2 fails : Long online form on mobile, and a whitepaper that you have to pinch-zoom and side-scroll to read : http://mobilemarketingfail.com/2013/10/23/ripon-printers-uses-a-qr-code-in-a-b2b-fail/
  • Printers : Allow scannable barcodes right from your device, rather than making a user print out a coupon. Keep users’ tasks on mobile as much as possible.
Other Common Mobile Media Mistakes
  • Looking for magic : Don’t expect overnight success. Plan and test, run your campaign, then stick with it. If you change tactics often, you’re likely to confuse and frustrate your audience. (JCPenney). Mobile shopping is growing, but online shopping still trumps. Use mobile to build brand awareness and offer them useful information or apps that help them get to your store or website instead of trying to push the sale too hard.
  • Seeking perfection : Don’t wait to run your campaign when everything is perfect, or the technology or culture might shift and make part of your campaign obsolete. Create long- and short-term goals, measure their success and use your data to drive future efforts.
  • Putting all your marketing eggs in one basket : Your mobile campaign does not exist in a vacuum, and your other marketing campaigns should compliment or even help promote your mobile campaign. Use all the means at your disposal to loop users into your funnels!
  • Mobile-spamming your audience : Sending promotions too frequently can cause users to opt-out. Using a well-thought-out campaign that sends messages less frequently may cause users to actually anticipate and welcome your messages. Connecting with them on a personal level goes further than just shoving offers down their throats at breakneck speed. ALSO : Pay special attention to Permission-Based marketing on mobile. Only send messages to users that have opted-in – ignoring this can both damage your brand’s reputation AND get you into trouble concerning spam law compliance (especially with SMS Marketing where you also have to use specific language to users re: the service and how to opt-out). http://mobilemarketingfail.com/2011/02/21/verizon-fails-to-follow-mma-rules-for-sms/ However : Users that have opted-in will EXPECT communication from you, so don’t let your permission expire or confuse users who’ve forgotten they gave you permission months ago – you need to send messages consistently – not too frequently, not too sporadically.
  • Failing to make the medium “exclusive” : You can make users feel “special” or “in the club” by providing exclusive offers on mobile vs. your other marketing efforts, and you might even be able to phase out older, high-cost marketing programs.
  • Being concerned about the size of your mobile list : The number of signups you have makes no difference if they’re nowhere in the ballpark of being a “Lead” or a “Prospect”. (Facebook Likes, Twitter Followers) – 10,000 spam-bot followers are worthless.
  • Treating mobile as a one-way street : Like social media, mobile can be used to elicit feedback and engage with prospects and leads via polls, surveys or direct interaction.
  • Living the hype : Just because one company achieves grand success with one tactic doesn’t mean you should jump in. Facebook Pages for businesses – and Design Science: OMG. We Need a Mobile App! from The Nerdery http://vimeo.com/67231763 – enough said.
  • Forgetting how your audience uses mobile search : Mobile search results should target what mobile users are looking for, not extensive facts and information (whitepapers, PDFs, etc.).
  • Forgetting it’s mobile, not e-mail : Remember to think succinct – AND (one of my pet peeves) – don’t forget that users read email on their phones : http://mobilemarketingfail.com/2014/01/09/saks-fifth-avenue-forgot-that-we-read-email-on-our-phones/
  • Ignoring mobile’s limitations : Don’t forget to keep the “Issues to consider when planning your strategy” in mind
More Common Mobile Media Mistakes

Creating a “broken” user experience : Don’t direct your user to your non-mobile-friendly website – there’s nothing more frustrating than being interested in a mobile advertisement or message that leads you to a terrible user experience on a site you can’t read or navigate on a mobile device. Also – putting QR codes on Billboards or Buildings – places where users have limited time or mobile access. (deep inside a concrete building, driving along the highway). A bathroom stall door (as gross as it sounds) is better placement for a QR code than a billboard ANY day. Oh, and before you think about putting a 2D code on a bus or subway car ad, think about how your body is constantly in motion as you’re on a moving vehicle – making it almost impossible to allow your camera to focus and capture that code! (http://mobilemarketingfail.com/2010/11/24/salvation-army-needs-a-helping-hand-with-ms-tag/) QR codes also can be mangled, so don’t make them too small, stretch them, add extra graphics or colors or otherwise distort them. (Test, test, test!) I’ve had direct experience with QR codes that did not work because the paper they were printed on made the QR code unscannable!
http://mobilemarketingfail.com/2014/07/14/qr-code-on-a-real-estate-sign-missed-expectations/
http://mobilemarketingfail.com/2014/01/21/my-in-the-moment-fail-with-kuow-fm/
http://mobilemarketingfail.com/2011/12/20/american-express-drops-guard-on-mobile/
http://mobilemarketingfail.com/2011/09/19/derek-johnson-crowns-emerald-city-smoothie-as-worst-sms-campaign-of-2011/

http://www.forbes.com/sites/maribellopez/2012/08/07/avoiding-mobile-marketing-mistakes-bad-qr-codes/

To create the best user experience, use flowcharts to your advantage and map out every single action a user needs to make from the beginning of your campaign to a successful conclusion – taking extra care to also map out potential failure points and graceful solutions. If you don’t know what a flowchart is, go to LucidChart and check out the examples they have : https://www.lucidchart.com/pages/examples/flowchart_software

Failing to decide at the beginning what exactly you want to achieve with your mobile campaign, as well as making that goal clear and measurable : You cannot measure or improve what you do not monitor and track!

Releasing an app that does not fit your audience demographics or makes them think it’s a waste of time : If your app doesn’t have a clear value proposition or make their lives easier, it’s probably better not to spend the money on it. If the app is cheap, it might not be worth the hit your brand may take from a negative experience. If it has too many bells and whistles it can also be a turn-off. Example : Client’s VR app
http://mobilemarketingfail.com/2014/01/27/shape-magazine-tries-alternate-reality/

Creating QR Code confusion : Most mobile smartphone users know what a QR code is, but they are still difficult to use/decipher (no standard app), and it can be made even more difficult if you slap one on an ad with NO indication of WHAT to do with it (scan it), WHY they should, and WHERE it will lead them to. Some will get curious enough to scan if there’s no clear CTA, but many will ignore it altogether.

Not testing your own campaign before releasing it into the wild : You can release your app to individual users, run usability testing, do A/B split testing, etc. At the very least, you should try it out on your own devices and fix any issues you find – make sure if you release on multiple platforms that it works with their default apps/browsers as well as other common browsers (for example make sure it works on iOS Safari, but also iOS Chrome, etc.) Check your own stats on what devices/apps your users are using, or look up general stats that have the potential of matching your audience.

For more great examples along with thoughtful analysis : http://mobilemarketingfail.com/

CLARIFICATION :

I would like each student each week to find a recent article about mobile media/mobile marketing that they found interesting, and I’ll ask 4-5 students to share their story briefly with the class each week. The purpose is to help you with the Participation part (25%) of your grade, as well as to get a “current events” overview of some of the significant happenings in the mobile media realm. Especially since the pace of technology is so fast and our textbook is already 2 years old, IMHO, it’s a great way to see what businesses today are dealing with – instead of us learning about stuff that was all great 2 years ago and not touching on innovations and technological leaps that have happened since then. I also think the research will come in handy regarding the quizzes, midterm and final project because it will help everyone become more familiar with the terminology and strategy – especially in terms of real-world examples. And by having students look up what they’re interested about, it doesn’t all get pigeonholed into stuff ‘I’ find interesting and we all get a much broader spectrum to discuss.

SCHEDULING NOTE :

I will email and text everyone ASAP with updated information regarding the Mobile Meetup next Wednesday. For now, I’m anticipating it will happen, in which case you can attend for extra credit, or just meet everyone back at the classroom at 7pm.

HOMEWORK :

  • GET THE BOOK : Are you having trouble getting the book? The Bookstore asks that you stop in and fill out a form requesting a copy, so they can contact you as soon as the books come in. If you cannot get the book through the bookstore, please order it online from amazon.com.
  • EMAIL ME : If you haven’t emailed me yet – do it ASAP.
  • SUBSCRIBE : If you haven’t signed up for the Remind group – do that ASAP as well.
  • READ : Chapters 7-8
  • RESEARCH : A mobile technology/marketing news article you found interesting and bring it to class – I will choose several people at random to share.
  • QUIZ : We will have a quiz that includes questions related directly to Chapters 1-4 on Wednesday September 17th (NOT on Sept 10th as the syllabus outlined previously), so be sure to obtain a copy of the book and do the homework readings ASAP. Please ask me ASAP if you have any trouble understanding the terms or concepts the book presents.