how to engage and acquire with mobile marketing relevance raises response by bob bentz

Bob Bentz • Meet The Author • Pyramid Club • September 8, 2016

RELEVANCE RAISES RESPONSE:

HOW TO ENGAGE AND ACQUIRE WITH MOBILE MARKETING

Bob Bentz

Marshall University

Cohen Business Speaker Series

October 10, 2017

@BobBentz

@RelevanceRaises

http://LinkedIn.com/in/BobBentz

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About The Author – Bob Bentz

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Established 1989

Our Offices

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1993Publisher – ATS Publishing

ISBN 0-9637758-5-5Pages: 160

2016Publisher – SkillBitesISBN-10: 1942489110

ISBN-13: 978-1-942489-11-5Pages: 354

My Books

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RelevanceRaisesResponse.com

http://relevanceraisesresponse.com/


Introduction to MobileThe mobile phone is our lifeline. It is our gateway to the world. It is our digital DNA.

Bob Bentz – Cohen Business Speaker Series – Marshall University #MUmobile


Some of us will have the

mobile number we have today

for the rest of our life!

YOUR PHONE # IS YOUR

MOBILE-DIGITAL DNA

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Cutting the Landline Cord

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Smartphone Penetration

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Smartphone Ownership by Age Group

https://www.statista.com/statistics/489255/percentage-of-us-smartphone-owners-by-age-group/

Statista 2017

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The Impact of Technology in Only 8 Years

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Time Spent With Mobile

Data Source: Meeker Report 2016#MUmobile

When Was “The Year of Mobile”

What’s really important right now is to get the mobile architecture right. Mobile will ultimately be the way your provision most of your services. The way I like to put it is, the answer should always be mobile first. You should always put your best team and your best app on your mobile app.

- Eric Schmidt, Google, 2010

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Advantages of MobileMobile is the closest a brand can get to its customers.


Advantages of Mobile

There is No Prime Time Anymore

• Mass Reach

• Instant Results

• Always Reachable

• Always Shopping

• Creative Media

• Easy

• Stands Out

• Viral

• Personal

• Customer Lists

• Two-Way Communication

• Trackable

• Optimizable

• Lookalike Audiences

• Demographic Targeting

• Geotargeting

• Geoconquesting

• Interest Targeting

• Multimedia

• Value

• Timely

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Right Person, Right Time, Right Place

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Right Medium

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The Mobile WebThere’s a tsunami of traffic moving from desktop to mobile, and marketers must ensure that the user experience of mobile and tablet is as convincing as the desktop experience.


The Mobile Web

The Day Mobile Search Took Over

•December 25, 2013

•May 25, 2015

“Coffee Shop Near Me”

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Time Spent with Media

Nearly half of our daily time spent with media is on mobile and digital.

We now spend over 3 hours per day with mobile…and that doesn’t even count the time spent actually talking on the phone.

Just 4 years ago, we were spending less than 1 ½ hours per day with mobile.

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Email Marketing

Litmus March 2016#MUmobile

Take the Thumb Test

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MessagingMessaging is the workhorse of mobile marketing. It is the pillar that holds up the mobile marketing building. If you can only do one thing in mobile marketing, it should be text message marketing.


Messaging

Types of Messaging

Premium SMS

OTT

SMS MMS Text to Landline

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Messaging Works

• Opt-in Marketing

• One to One Communication

• Mass Communication

• Instantaneous

• Timely

• Trackable

• Optimization

• Loyalty

• Virality

• Lift

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97% of All Text Messages are Opened within 15 Minutes of Receipt (MMA)

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Business2Community 2015

Open Rate Email vs. Text Messages

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Bob’s 60 Top Text Messaging Tips

#60 -- Doing texts for B2B? Send messages just three minutes before the top of the hour, when businesspersons are waiting for meetings to start.


Social MediaEvery social media network is different. A business needs to select the proper image and social media strategy for each of its networks. Acting the part is half the battle.


Social Media

http://mediakix.com/2016/12/how-much-time-is-spent-on-social-media-lifetime/#gs.uty6D6E

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Social Media Users

Facebook Remains the Gorilla in the Room.

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Snapchat is a Teenage Dream

Piper Jaffrey, Oct. ‘17#MUmobile

…but maybe not for long

WARNING: Your Parents are Coming!

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Bob’s Favorite Social Media Tips

• Most Important Engagement = Shares, Retweets

• Social Media Posting Tools

• Your Handle Becomes Your Tattoo• Use your name, name of business

• Namechk.com

• Reserve them all

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Mobile AdvertisingThere has never been an advertising medium quite like mobile that enables a brand to effectively target the right consumers, in the right place, at the right moment.


Mobile Advertising

Mobile Advertising’s Rocket Growth

Data Source: StrongView/Selligent2016

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When Will Mobile Get Its Fair Share?

Data Source: Meeker Report 2017#MUmobile

Buying People, Not Places

• Direct Mobile Websites • Direct In-App Advertising • Mobile social Ad Networks• Mobile Ad Networks

PROGRAMMATIC ADVERTISINGNow makes up 79.8% of all mobile and digital advertising buys.

eMarketer, April, 2017#MUmobile

Pinpoint Targeting “Targeting People, Not Places”

Mobile advertising on websites and inside apps allows for precision targeting like you’ve never seen

before. The building blocks of campaign design include:

GEO-FENCINGNo more wasted spend – only advertise to users within an area

defined by zip code, radius, or unique polygon.

GEO-CONQUESTINGDetermining where a mobile device has been and targeting those

consumers.

DEMOGRAPHIC TARGETINGOnly reach the users who meet a target profile of age, education,

Income, or other factors.

INTEREST TARGETINGOnly reach the users who meet a target profile of age, education,

Income, or other factors.

DAYPARTING Invest ad dollars whenever and wherever makes the most sense –

i.e., target nurses working night shift at local critical care facilities.

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Facebook “Pay to Play”

The average Facebook user:

• 2/3 visit daily

• 300+ friends

• 70 page Likes

1.5 – 6.0% see your posts

Boost Post vs. Dark Posts

• We will get better every week

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Facebook is the Small Business Juggernaut

• Ad takes up 100% of mobile screen.

• Right in the News Feed

• Targeted based on location and interest

• Native advertising

• Limited advertising

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Why is Facebook the Gorilla in the Room?

• Third Party Data

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Why is Facebook the Gorilla in the Room?

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Top Secret! – What Does Facebook Know About You

Relevance Raises Response

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https://www.facebook.com/ads/preferences

If a Picture is Worth a Thousand Words, What is a Video Worth?

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Mobile AppsA walking billboard that’s in the pocket of your customer 24 hours a day.


Mobile Apps

App Timeline

• Tetris – first mobile game app (1994)

• iTunes – (2003)

• Apple App Store (July 2008)

• Android Market (October 2008)

• Facebook acquires Instagram for $1 billion (2012)

• Snapchat turns down Facebook’s $3 billion offer (2013)

• Facebook acquires WhatsApp for $16 billion (2014)

• Angry Birds 3 billion downloads (2015)

• 44 billion app downloads (2016)

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Time Spent With Apps

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USA’s Most Popular Apps

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You Probably Only Use a Few Though

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Types of Apps “If It’s Free It’s Me”

Free

Premium

Paymium

Freemium

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Mobile CommerceRetail businesses have multiple touch points with their customers on the path to purchase. The business that provides a true omnichannel approach to those touch points will be most likely to succeed in the age of mobile.


Mobile Commerce

The Traditional Sales Funnel Has Changed to an Omnichannel Approach

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The Age of MobileRelevance Raises Response


The Age of Mobile

• Search

• IoT (Internet of Things)

• The Connected Car

• Monitored Health

• Smarter Advertising

• Video

• Multiscreening

• Mobile Wallets

• Think Mobile, Act Local

• Virtual Reality, Augmented Reality

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The Age of Mobile

Conclusion

Marketing is an ongoing contest for people’s attention, and mobile provides the mechanism that, in the history of promotion, is the closest a brand has ever been able to get to its customer. With mobile, customers can act on any message at any time, no matter where they are. They can take immediate action to research, find, or buy something. When a consumer can act in the moment, his expectations are high and his patience is low. That makes the credibility and relevance of the mobile message of the utmost importance. Ultimately, brands that do the best job of engaging consumers with a relevant mobile message will win.

--Bob BentzRelevance Raises Response: How to Engage and Acquire with Mobile Marketing

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Book Signing – Marshall University Bookstore – Saturday 1-3pm

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