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HOW CONSUMERS USE MOBILE AND WHAT YOU CAN DO ABOUT IT
Mark Sweetnam Fish Window Cleaning Services, Inc Manager, Branding & Technology Deb Evans, CFE Franchise Performance Group Sr Operations Consultant Jeremy LaDuque, CFE ElementsLocal Founder & CEO
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SHARE WHAT’S HAPPENING IN VEGAS …
Mark Sweetnam @FishWindowClean Jeremy LaDuque @ElementsLocal Deb Evans @DebCE Use Hash Tag
#IFA2013
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MOBILE MARKETING
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MOBILE MARKET
Source: The Growth of Mobile Marketing
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ARE YOU MOBILE FRIENDLY?
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CURRENT TRENDS
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MOBILE LOCATION BASE STATS
• 74% of smart phone users claimed having used a location-
based service. This includes things like Google Maps. (May 2012 Pew Internet Study)
• 18% of smart phone users claimed to have checked into a
venue using a service like foursquare or share their location with friends. (May 2012 Pew Internet Study)
• The leading location-based service, foursquare, has over 25
million users and 42% are active users. (Social Media Informer) • Photo sharing service, Instagram (now part of Facebook), has
grown to 80 million users in just 18 months (C|Net)
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WHAT’S IMPORTANT
• Building Blocks – Mobile Friendly Websites – Mobile Search Strategy – Mobile Email Strategy – Mobile Advertising, Banners
• Loyalty & Community Building – Mobile Promos and Coupons – Mobile Apps
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• What will your strategy be for 2013… • Mobile website… Per Zee? • Search and ranking? • Advertising? • Loyalty? • Community?
BUILDING THE FOUNDATION
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MOBILE SEARCH STRATEGY
• Create A Content Strategy • Create An Email Strategy • Create A Search Strategy
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MOBILE FRIENDLY WEBSITE Turn visitors into customers with a mobile
friendly Website
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• Think about where your audience will be • Choose the platforms you want to support • Think about content and engagement • Building content for mobile: Compress
images, no small buttons, minimize options • Calls To Action for mobile: Reply Option, an
address, phone number and website address
CREATE A CONTENT STRATEGY
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• Mobile Optimized Sites • Location specific keywords • Googlebot-Mobile
• Google/Bing allocate top of search results pages to local listings, when a search has local intent.
40% OF ALL MOBILE SEARCHES ON GOOGLE HAVE LOCAL INTENT.*
MOBILE SEARCH
Source: Google
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• Still only 2.4% of overall ad spending in US, but expected to rise to 11% in 2016
• Who to look at: • Google – dominates mobile w/ 90%+ • iAds – reaches millions of iPhone, iPad
and iPod Touch users around the world • Facebook - Ad’s on 3rd party apps? • Twitter – 3.5%
MOBILE ADVERTISING MOBILE AD SPENDING HIT $4B, 180% UP FROM 2011
Source: www.eMarketer.com
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ADVERTISING & BANNERS
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• Mobile optimized landing pages (websites) are essential
• Promotions driving to a location are key
• Clear “Call Now” buttons within Email
37% OF PEOPLE CHECK EMAIL ON THEIR MOBILE DEVICES
EMAIL MARKETING STRATEGY
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GROW YOUR COMMUNITY
• Value add and ease of use – Promos and coupons – Apps – Foursquare – Instagram – Pinterest – QR codes
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PROMOS AND COUPONS
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MOBILE APP
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MOBILE ORDERING/PAYMENT
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FOURSQUARE
•Check-in Club •Connect to Foursquare •Earn points for Check-ins
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QR CODE USES
• Advertising • Mobile Ordering • Making Reservations • Videos • Vcard (business cards) • Conferences • Surveys
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EDIBLE QR CODES?
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STORE HOURS/RESERVATIONS
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SURVEYS/COUPONS
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WHAT’S NEXT
• Mobile Payment • Mobile Wallet • Mobile Reviews &
References • Ad networks integrating cross channel
for consumers who are ‘multi-screening’ or ‘screen hop’
• Passive advertising will become interactive
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MOBILE CONTENT RESOURCES • White paper “Mobile Content 101” via iFlyMobi
• Mobile Movement Video: http://www.youtube.com/watch?v=2D2ThRaJIxo
• The Third Screen: Marketing To Customers in a World Gone Mobile, Author Chuck Martin
• Location-Based Marketing for Dummies, Aaron Strout and Mike Schneider
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THANK YOU! QUESTIONS?
Mark Sweetnam
@FishWindowClean
Jeremy LaDuque @ElementsLocal
Deb Evans @DebCE
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