why some mobile campaigns succeed and why others fail

Jamie TurnerAuthor, Speaker and Marketing Consultant

Follow Jamie on Twitter @AskJamieTurner

Why Some Mobile Marketing Campaigns

Succeed While Others Fail

Introductions

As Seen On

• Co-author of How to Make Money with Social Media and Go Mobile

• Regular guest on CNN and HLN on the topic of social media and mobile marketing

• Consults with small, medium and large corporations

#1 Best-Selling Mobile Marketing Book

Download your free chapter at 60SecondMarketer.com/GoMobileChapter

Download These Slides at 60SecondMarketer.com/blog

Mobile Media Facts and Figures

Mobile Marketing Facts and Figures

• There are 6.8 billion people on the planet. 4.0 billion own a mobile phone. Only 3.5 billion own a toothbrush (Source: 60SecondMarketer.com)

Tweet these facts by using @AskJamieTurner

Mobile Marketing Facts and Figures

• There are 6.8 billion people on the planet. 4.0 billion own a mobile phone. Only 3.5 billion own a toothbrush (Source: 60SecondMarketer.com)

• 93% of those surveyed have their mobile device within arm’s reach 24/7 (Source: Morgan Stanley)

Tweet these facts by using @AskJamieTurner

Mobile Marketing Facts and Figures

• There are 6.8 billion people on the planet. 4.0 billion own a mobile phone. Only 3.5 billion own a toothbrush (Source: 60SecondMarketer.com)

• 93% of those surveyed have their mobile device within arm’s reach 24/7 (Source: Morgan Stanley)

• Gartner Group predicts that by 2013 the number one way people will access the internet will be through their mobile devices (Source: Gartner)

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Mobile Marketing Facts and Figures

• Mobile coupons generate 10 times the redemption rate of traditional coupons (Source: Borrell Associates)

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Mobile Marketing Facts and Figures

• Mobile coupons generate 10 times the redemption rate of traditional coupons (Source: Borrell Associates)

• Google has seen mobile searches grow by more than 400% over the past year (Source: Google)

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Mobile Marketing Facts and Figures

• Mobile coupons generate 10 times the redemption rate of traditional coupons (Source: Borrell Associates)

• Google has seen mobile searches grow by more than 400% over the past year (Source: Google)

• Research indicates that if someone leaves home without their wallet, they keep going. If they leave without the mobile device, they turn around (Source: 60SecondMarketer.com)

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Source: Nielsen

0

10

20

30

40

Compare prices online while shopping in store (38%)Browsing products through websites or apps (38%)Searching for or using online coupons (24%)Purchasing products (22%)Scanning barcode for price or info (22%)Using location based services to find retail location (18%)

Activities Conducted on Mobile Devices

How Businesses are Using Mobile Marketing to Grow Revenues

How Businesses are Using Mobile Marketing to Grow Revenues

• Mobile Web Sites

• Short Message Service (SMS)

• Multimedia Message Service (MMS)

• Mobile Display Ads

• Mobile Paid Search

• Location-Based Marketing: LBS, NFC, Bluetooth and LBA

• Apps

• 2D Codes (QR Codes)

How Businesses are Using Mobile Marketing to Grow Revenues

Google 50%

RIM 8%

Apple 33%

Microsoft 9%

Source: Nielsen

Download these slides at 60SecondMarketer.com/blog

How People Make Buying Decisions

How People Make Buying Decisions

How People Make Buying Decisions

Female Brain

How People Make Buying Decisions

Female Brain Male Brain

How to Set Up a Mobile Website

Standard Mobile

Mobile Website

Mobile Websites: The Essential Things You Need to Know

• Be Thumb-Friendly

• Streamline the Navigation

• Honor Your Brand

• Test Your Site

SMS and MMS

Short Message Service• The most common phone-

based activity among U.S. cell phone users of all ages

• Used by American Idol, the American Red Cross and others

• Used by doctors to remind patients of appointments

• Used by airlines to update people on flights

Mobile Display Ads

Mobile Display Ads

• Planned and bought through an ad agency or via mobile advertising network

• Popular networks include iAd (Apple), Millennial Media (Independent), Ad Mob (Google) and others

Mobile Display Ad Options

• User clicks ad, which then uses GPS technology to identify location and direct them to nearest store

Source: MobClix

Download these slides at 60SecondMarketer.com/blog

Mobile Display: Targeting Options

• Custom audiences -- TV fans, telecom switchers, business travelers, etc.

• Geographic targeting -- Country, City, Neighborhood, etc.

• Demographic targeting• Time of day targeting• Advertiser retargeting through

pixels or clicker tracking• Carrier/handset targeting• Age of device/profile

Download these slides at 60SecondMarketer.com/blog

Mobile Paid Search

Is Mobile Paid Search Right for You?

• Mobile paid search is perfect for quick information on low-consideration products or services

• 70% of searchers complete their task within 1 hour, compared with 30% for desktop (MobileMarketer)

Mobile Paid Search

• Local queries are the norm -- movies, restaurants, bars, coffee shops, etc.

• Click-to-call and click-to-map are important

• Voice search is now available for all major search engines

Location-Based Marketing: Location-Based Services, Near Field Communications and Location-Based Advertising

Location-Based Marketing Overview

Location-Based Services

Download these slides at 60SecondMarketer.com/blog

Tips on Using Location-Based Services

• First of all, claim your business

• Reward first-time visitors

• Change deals often

• Promote group check-ins. The more in a group, the better the deal

• Interact with customers. Make them accomplish a small task (Origami napkin) to redeem

• Promote to those checking-in nearby

Near Field Communications

Location-Based Advertising

• Uses Geo-Fencing to figure out where you are

• SMS, display ads and paid search ads can be targeted by location

• Subway in the U.K. used location-based SMS to provide discounts to customers who walked by their store

Mobile Apps

Mobile Apps

• A mobile app is not a mobile website

• An app is a software program that lives on your smartphone

• A mobile website is a website that lives on a server in “the cloud”

0

17.5

35

52.5

70

Games (64%) Social Networking (56%) Music (44%)Entertainment (34%) Weather (60%) Maps (51%)News (39%) Banking (32%)

How Apps Are Used

Source: Neilsen

Augmented Reality Apps

How to Develop an App for Your Business

• For a customized experience, use a mobile app development company (Mobilize Worldwide)

• For a plug-and-play experience, use ShoutEm, MobileRoadie, AppMakr, GENWI, Mippin, MobBase, MobiCart, MyAppBuilder or RunRev

2D Codes

60SecondMarketer.com/GoMobileChapter

2D Codes• 2D codes can be used to

deepen relationship with audience

• Come in many formats: QR Codes, Datamatrix, EZ Code, Microsoft Tag, SPARQCode and ScanLife

• 2D code reader can be downloaded from SPARQ.it

Download these slides at 60SecondMarketer.com/blog

• 10% of magazine advertising pages contain a QR code, up from 5% a year ago

• Average response rate was 6.4%

• According to the DMA, the verage response rate for direct mail is 4.4%Source: Nellymoser

2D Codes• 2D codes can drive people to

websites, to phone numbers, to contact information and even to text messages

Let’s Generate a QR Code

2D Codes

2D Codes

2D Codes

2D Codes

2D Codes

2D Codes

2D Codes

2D Codes

2D Codes

2D Codes

2D Codes

2D Codes

2D Codes

2D Codes

Jamie’s Neanderthal Exhibit Photo

2D Codes

Jamie’s Neanderthal Exhibit Photo

Jamie’s High School Yearbook Photo

2D Codes

Google Goggles

Google Googles

Common Mistakes, What Doesn’t Work and a 10-Step Action Plan

The Most Common Mobile Marketing Mistakes

1. Reluctance to Embrace New Technology

2. Not Measuring Your Campaign

3. Not Taking Advantage of Geo-Locational Targeting

4. Not Recognizing the Transformative Nature of Mobile Marketing

What Doesn’t Work in Mobile Marketing

• Desktop websites displayed on mobile sites

• QR codes placed in areas with bad cell coverage

• Mobile display ads that don’t take advantage of location

• Running a mobile campaign without considering context -- where your customer is at the time of engagement

Mobile Media Action Plan

• Step #1: Mobilize your website

• Step #2: Watch how your competitors are using mobile media

• Step #3: Start using mobile media yourself

• Step #4: Set your Google Alerts for “Mobile Marketing”

• Step #5: Create a 2D or QR code promotion

• Step #6: Run a mobile ad campaign

Mobile Media Action Plan

• Step #7: Claim your business on location-based applications

• Step #8: Design an iPhone or a Smart Phone app

• Step #9: Integrate your mobile campaign into the rest of your campaign

• Step #10: Test your way into success

To Download:60SecondMarketer.com/blog

Follow me here:60SecondMarketer.com/blog@AskJamieTurner

Contact me:Jamie.Turner@60SecondMarketer.com678-313-3472

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