Mobile - Katz Marketing Solutions | Radio Advertising | Media Agency

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Consider these highlights:96% of marketers currently use or are planning to incorporate mobile marketing into their marketing mix85% report an intent to raise their mobile budgets in the near future84% use mobile websites; 78% mobile search; 76% mobile apps and 75% mobiledisplay ads42% are concerned about having proper mobile metrics in place42% report an ability to prove ROIOnly 21% state they have been successful in mobile – a decrease from 2010To help alleviate the frustration, here are case studies. They cover opportunities frommobile optimized websites, mobile apps, mobile search, mobile ads, MMS, SMS, QRCodes to social media. They also prove ROI is more often achieved when marketerspursue mobile with a specific business purpose rather than mobile for mobile‘s sake.Here are 16 case studies that prove ROI of mobile marketing1. BMW: Began using MMS (Multimedia Message Service) to send images, video, sound files and text messages for customized snow tire offers. Theyincreased conversion +30%2. CARITAS HOME CARE: Boston-based home healthcare agency used mobilehealth devices to enhance communications and data collection with its 150 mobileclinicians. Caritas documented how the mobile devices were able to save 19,200hours or 98 hours per clinicians per year. Although Caritas didn‘t release salariesof clinicians, if we estimated $50/hour, which would be conservative, Caritassaved $960,000. If the devices were $100 each for 150 clinicians at $15,000,which would also be conservative, the ROI would be 64-to-1.3. DUNKIN DONUTS: Used SMS (short message service) or text messaging toincrease store traffic and drive sales. The SMS campaign offering mobilecoupons. It increased store traffic +21%.4. HAIR CLUB: North America‘s leading provider of hair restoration solutions formen and women created a mobile website with one purpose, to get mobile phoneusers to ―click-to-call‖ for more information. Their ―click-to-call‖ button goes to alive sales person within seconds. Once a call is made, their close rate goes upexponentially. ROI for the mobile website was 30-to-1.5. HARLEY-DAVIDSON: Wanted to maintain visibility with current customers andadd new customers and revenue through a holiday promotion. They sold HDrelated merchandise through a Route 66‘s mobile club. Communications of the 12Days of Christmas campaign were promoted through a mobile social mediacampaign. Sales increased 250% on helmets; 16% on leather jackets and therewere significant increases in holiday dealer traffic which was also an objective.6. HOTEL TONIGHT: Sought to acquire new customers who would download itslast-minute hotel booking app and ultimately use it to book room nights. Toacquire new users of its app (available in the App Store and Google Play), HotelTonight used Facebook‘granular targeting and two key products: the mobile appinstall ad and Facebook Offers. For three months between October 2012 andHotelTonight ran app install ads that: 1) Drove people to the App Store, 2)Targeted people based on demographic information and likes and interests such as72
―travelers,‖ ―parents‖ and ―golf‖ and 3) placed on mobile news feeds targeted toiOS users. Hotel Tonight receive 10X higher click-to-install rate from the mobileapp install ads and 80% higher return on ad spend from Facebook Offers thanaverage mobile advertising spend7. JANSSEN (PSORIASIS 360): Launched a mobile phone app to help psoriasispatients track the severity of their condition. The index helped them know whento seek professional care and allowed their medical professional assess to theseverity of their patient‘s condition. Janssen also opened a Facebook page, whichthey moderated for regulatory reasons, to let patients tell personal stories and hadover 30,000 posts and comments. According to Janssen, the investment in themobile app overachieved ROI but more important delivered the right therapy tothe right patient at crucial times.8. MCDONALD‘S: Designed a ‗restaurant finder‘ app to enable consumers to find alate-night McDonald‘s. 2/3′s of its restaurants close at 11pm. McDonald‘semployed location-based technology and geo-targeted above-the-line messaging,to avoid sending potential customers to a locked door. The app was downloaded1,300,000 times over the course of the campaign, and when the sales uplift wascalculated, the campaign delivered an ROI of 2:1.9. PETCO: Expected the creation of a mobile website and a mobile ad campaignwould be made up by higher conversion rates to coupons and offers. <strong>Mobile</strong>coupon redemption outnumber online coupon redemption by 5 to 1 more thanpaying back the cost of the website and ad campaign.10. PIZZA HUT: Created a mobile optimized website, integrated with Pizza Hut‘sback-office systems and all devices had a user experience tailored to each device.By the end of the first week after going live, the site accounted for 10 per cent ofall online orders increasing at a rate 60 per cent each week.11. ROY‘S RESTAURANT: Used a paid search mobile-only campaign that enabledthem to budget, bid, target, and track their mobile performance separately fromtheir desktop AdWords campaigns. They also focused on Google‘s click-to-callphone numbers in local ads on mobile devices and hyperlocal advertising, Theyachieved an astounding 8-to-1 ROI by focusing solely on mobile advertising.12. VEGAS.COM: Noticed that mobile visitors to their destination‐ based travel andentertainment booking website didn‘t stay long. They created mobile versions ofthe: 1) Homepage, 2) Category pages and 3) Hotel room search tool with specialfunctionality to improve the mobile customer experience. An improved mobileexperience resulted: 1) 22% lower bounce rate 2) 16% more page views and 4%higher conversion rate.13. VERIZON: Used QR codes to take store customers that scanned the QR codethrough to a competition to win a smartphone, via sharing on Facebook. If one ofthose Facebook friends brought a Verizon mobile, the original customer wouldget a free smartphone. A pretty nifty promotion that generated $35,000 inadditional revenue during the week of the promotion, with a mere $1,000investment. The promotion generated a 200% in smartphone sales, a staggeringfigure that can be attributed to a QR Code.14. WINNEPEG HEALTH AUTHORITY: Used SMS to get adults 18-24 tested forsexually transmitted infections (STIs), increase awareness of STI incidents and73
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Summary1
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thus, are struggling to respond to
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mobile.‖And, CMOs must understand
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The earliest mobile advertising too
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The upheaval that the Internet has
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But when we ask respondents whether
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―The most significant issue for a
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Mobile Internet advertising is the
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How? With ads that are native to th
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There's an onus on publishers to im
Page 23 and 24: Some mobile analysts mistakenly bel
Page 26: He may even catch the tail-end of t
Page 30: In these campaigns, users don‘t s
Page 34: Unaided brand recall was 43% for au
Page 38 and 39: The technical hurdles are formidabl
Page 41 and 42: Privacy IssuesApple has now phased
Page 44: Google has the same complaint in th
Page 47 and 48: Mobile‘s usefulness for shopping
Page 49 and 50: 1) CPG is adopting mobile faster th
Page 51 and 52: Performance-based pricing models ar
Page 53 and 54: eMarketer expects mobile video adve
Page 55 and 56: Listen To The Sound Of My VoiceA vo
Page 57 and 58: A new report investigating consumer
Page 59 and 60: The next day, Foursquare announced
Page 61 and 62: Expand context beyond locationLocat
Page 63 and 64: Using this tool, VocalizeMobile was
Page 65 and 66: the brands I see in commercials and
Page 67 and 68: "It's not just about trying to move
Page 69 and 70: ―Mobile is becoming one of the fo
Page 71: time on a mobile device) could be r
Page 75: Failing to Connect with Users Durin
Page 78 and 79: Location is a big deal. For the his
Page 80 and 81: Adfonic, abuying platform for mobil
Page 82 and 83: media-consuming device. But what th
Page 84 and 85: Whether or not mobile users will be
Page 86 and 87: advertisers are coming to us for cu
Page 88 and 89: and an increased desire among custo
Page 90 and 91: 7. Mobile Puts The “R” in Retai
Page 92 and 93: SoLoMo: Time to Get Social, Think L
Page 94 and 95: Companies and marketers who want to
Page 96 and 97: Making the most of a mobile video p
Page 98 and 99: ―Since mobile rich media ad servi
Page 100 and 101: Triton Digital Chief Operating Offi
Page 102 and 103: mobile-centric ad unit? It seems cl
Page 104 and 105: The study goes on suggesting that t
Page 106 and 107: An overwhelming majority—92%- of
Page 108 and 109: ―I think progress is being made
Page 110 and 111: Google also posted better-than-expe
Page 112 and 113: Mobile has also added another layer
Page 114 and 115: Facebook.Stock has climbed from und
Page 116 and 117: IAB: Almost two-third of mobile vid
Page 118 and 119: Mobile Marketing Analytics Are Diff
Page 120 and 121: There is gold waiting in every mobi
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Mobile ticketingParamount is runnin
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Digital Dimes to Mobile PenniesNow
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evenues in the third quarter after
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128
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Other research showed that TV ads w
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Lockhorn continued that monetary ch
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Among smartphone owners who havenev
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Display Ads' Dubious In-View Perfor
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We've heard Pandora CEO Joe Kennedy
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Talking Point: At the moment, most
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―Make one Web - ensure content an
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Companies such as Amazon, Starbucks
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4. Mobile advertising performs poor
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Recent developments meant to addres
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150
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152
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demographic reported having made at
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effectiveness, a banner click rate
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Digital Experts Tell Us The 7 Bigge
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The other concern I have with mobil
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This shift has been problematic for
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The 1800-Flowers mobile siteWith th
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Measuring mobile video beyond the c
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entries and then tries to provide r
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“It brings together the best of b
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172
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campaigns conducted between Novembe
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uild big money off of it," said Man
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But an effective way of combating u
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Analog 54% 36%Digitally influenced
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etailers’ recent efforts to scale
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That‘s a lot of consumer data to
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As mobile display advertising matur
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Mobile devices‘ smaller screens a
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The YP study shows that the sweet s
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These limitations depress demand fo
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Like similar studies before it, AdS
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percent. Trademob found that 22 per
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We Took Control Away4-day mobile im
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Statistics for the current year sug
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Key takeaways from the forecast:Spe
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52% of marketers report that they a
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Data from ScanLife’s “Mobile Ba
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vs. 10%); making a purchase on a mo
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Challenge Marketers on MobileAUGUST
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Marketers that push creative bounda
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Implications- If we had used the st
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uying against content or even vast
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action with a brand; however, it‘
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was relevant to them, making this t
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MOBILE INTERNET USE ACCOUNTED FOR 1
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ADVERTISERS, SHE CLAIMS. HOWEVER, A
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Study: More Users Clicking Ads, Ris
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Distrust, Irrelevance Temper Mobile
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About The Data: The 2012 Hipcricket
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topping the list in terms of consum
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Foursquare, about to celebrate its
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Here are the top tasks in terms of
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25.2% Newsstand (12)23.7% Lifestyle
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According to Nielsen the majority o
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