mobile marketing 101: how to set-up and run a mobile marketing campaign
DESCRIPTION
Want to learn how to use SMS, Mobile Apps, Mobile Websites and other mobile tools to grow your sales and revenue? Then check out this presentation from Jamie Turner and Jeanne Hopkins, co-authors of Go Mobile.TRANSCRIPT
Jamie TurnerAuthor, Speaker and Founder of BKV’s 60 Second Marketer
Follow Jamie on Twitter @60SecondTweets
Download these slides at 60SecondMarketer.com/KeynoteSpeaker
Everything You Ever Wanted to Know About Mobile*
*But Were Afraid to Ask
Join us live a www.GoMobile.EventBrite.com
Let’s Kick Things Off
Introductions
• Director of Marketing at HubSpot
• Responsible for Top of the Funnel inbound marketing programs at HubSpot
• Named one of the Top 20 Women to Watch in Sales Lead Management
• Co-authoring Go Mobile with Jamie Turner
• All-around decent human being
Introductions
• Author of How to Make Money with Social Media and Go Mobile (to be released in 2012)
• Profiled in the world’s best-selling advertising and promotions textbook
• Speaks around the globe on the topics of social media, mobile marketing and branding
• Download these slides at 60SecondMarketer.com/KeynoteSpeaker
Join us live a www.GoMobile.EventBrite.com
Join Us Live at the Go Mobile Conference
www.GoMobile.EventBrite.com
• What: The Go Mobile Conference and Workshop
• When: Thursday, October 6th
• Where: Atlanta, GA• Tickets: On sale now
Join us live a www.GoMobile.EventBrite.com
All-Star Mobile Marketing Panel
www.GoMobile.EventBrite.com
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Agenda
• Mobile Media Facts and Figures (10 minutes)
• How Brands Connect with Consumers (10 minutes)
• Mobile Marketing Tactics (30 minutes)
• Applause, Encore and Standing Ovation (57 minutes)
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Mobile Media Facts and Figures
Mobile Media Facts and Figures
• There are 6.8 billion people on the planet. 4.5 billion own a mobile phone. Only 4.2 billion own a toothbrush
• The growth rate of the iPhone was 10 times faster than the growth rate of AOL
• Gartner Group predicts that by 2013 the number one way people will access the internet will be through their mobile devices
Mobile Media Facts and Figures
• Mobile coupons generate 10 times the redemption rate of traditional coupons
• 70% of all mobile searches are acted upon within an hour vs. 30% of all traditional searches
• Research indicates that if someone leaves home without their wallet, they keep going. If they leave without the mobile device, they turn around
5 Mobile Marketing Myths
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Top 5 Mobile Marketing Myths
• Myth #1: Everyone Has an iPhone
• Only about 35% of the population owns any kind of smartphone
• Android has grabbed 41% share of smartphone users who have purchased a phone in the past 6 months, compared with 27% for Apple and 19% for Blackberry
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Top 5 Mobile Marketing Myths
• Myth #2: You Need an App for That...
• With the rise of HTML5, the functionality and feel of mobile websites is nearing that of Apps
• You will need an App if you want to take advantage of GPS, augmented reality and other features
• But if you just want to provide consumers with a way to connect with you via mobile, a mobile website is fine
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Let’s Drink!
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Top 5 Mobile Marketing Myths
• Myth #3: Mobile is the Internet, Just Smaller
• People use mobile differently from how they use the internet
• They use mobile to find information quickly, compare prices and make decisions
• People on PCs are more likely to surf social networking sites and play games
• Search is twice as prevalent on mobile web than on a PC
• 1/3 of all searches on mobile are local and 70% of searches lead to action within one hour
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Top 5 Mobile Marketing Myths
• Myth #4: Mobile is Only for Big Companies
• 75% of al marketers are planning to add mobile to their marketing mix this year
• 3 simple ways to ways to get into mobile:
• Get involved with location based services such as Foursquare and Gowalla
• Optimize your website for mobile
• Make sure your company contact information is up-to-date and claim your business listing on Google
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Top 5 Mobile Marketing Myths
• Myth #5: Mobile is Just for Teenagers
• The average age of a person who sends text messages is 35
• The number of baby boomers texting and shopping using their mobile phone nearly doubled between 2007 and 2009
• 35- to 44-year-olds are the most likely to have downloaded an App in the last 30 days
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Additional Resources
How Brands Connect with Consumers
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How Brands Connect with Consumers
Brochures Websites
YouTube
Direct Mail
Blogs
Newspapers
Magazines
Catalogs
Point-of-Purchase
Mobile Marketing
How Brands Connect with Consumers
Google 39%
RIM 20%
Apple 28%
Microsoft 9%
Source: GS Statcounter
How People Use Smartphones
Source: The Mobile Movement Study
0 25 50 75 100
Check and send email (82%)Read news articles (56%)Look up directions (69%)Listen to music/radio (45%)Watch online videos (41%)Play online games (39%)Manage finances and bills (34%)Look up sports information (38%)Use a social networking website (63%)
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How Brands Use Mobile to Engage with Prospects and Customers
• Mobile Web Sites • Short Message Service (SMS)• Multimedia Message Service
(MMS)• Mobile Display Ads• Mobile Paid Search• Proximity Marketing: LBS,
NFC, Bluetooth and LBA• Apps• 2D Codes• Mobile Email• Tablet Computing
Mobile Websites
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Mobile Website
Standard Mobile
SMS and MMS
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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 CNN, Mashable and ABC News for push notifications
• Used by doctors to remind patients of appointments
• Used by airlines to update people on flights
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Multimedia Message Service
• What can you send via MMS?‣ Images‣ Text‣ Audio‣ Animations‣ Video
Mobile Display Ads
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Mobile Display Ads
• Sold on a Cost Per Click (CPC), Cost Per Acquisition (CPA) or Cost Per Thousand (CPM) basis
• Popular platforms include iAd (Apple), Millennial Media (Independent), Ad Mob (Google) and others
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Mobile Display Ads
• Campbell’s ran a mobile ad using the iAd platform
• Results: 53 million impressions, 1% click-through rate
• Spent an average of one minute investigating ad
• Intent to purchase was 4 times greater than with TV
• Remembered "Campbell's" five times more often than TV ad respondents
Source: Nielsen
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Mobile Display: Targeting Options
• Custom audiences -- TV fans, telecom switchers, business travelers, etc.
• Location-Based Advertising• Nielsen Top 100 Sites• WiFi context targeting -- cable
provider, hotels, airports, etc.• Geographic targeting -- Country,
DMA, etc.• Demographic targeting• Time of day targeting• Advertiser retargeting through pixels
or clicker tracking• Carrier/handset targeting• Age of device/profile
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Mobile Display• User clicks ad, which then uses GPS technology to identify
location and direct them to nearest store
Source: MobClix
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Mobile Display• User interacts with brand by uploading picture from their photo
file into the branded ad
Source: MobClix
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Mobile Display• User clicks an ad to send a coupon code via SMS to any
recipient
Source: MobClix
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Mobile Display• User is encouraged to add company contact information into
their contact list
Source: MobClix
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Mobile Display• Users are encouraged to email promotional offers to
themselves and to friends
Source: MobClix
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Mobile Display• User is encouraged to add an event or activity to their calendar
Source: MobClix
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Mobile Display• User is encouraged to take a photo of themselves which is
subsequently added into the branded ad
Source: MobClix
Mobile Paid Search
Join us live a www.GoMobile.EventBrite.com
Join Us Live at the Go Mobile Conference
www.GoMobile.EventBrite.com
• What: The Go Mobile Conference and Workshop
• When: Thursday, October 6th
• Where: Atlanta, GA• Tickets: On sale now
Join us live a www.GoMobile.EventBrite.com
All-Star Mobile Marketing Panel
www.GoMobile.EventBrite.com
Join us live a www.GoMobile.EventBrite.com
Mobile Paid Search
• Less competition than with traditional 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
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Activities Conducted on Mobile Devices
0
5.0
10.0
15.0
20.0
Searched for local products/services (18%)Searched for info on movies/ent. (16%)Searched for info on restaurants/bars (13%)Searched for stuff outside local area (11%)Purchased physical item that shipped (4%)Used coupon from mobile phone (4%)
Source: Kelsey Mobile Market View
Proximity Marketing: Location Based Services, Near Field Communications, Bluetooth Marketing and Location Based Advertising
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Location-Based Services
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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
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Near Field Communications
• Uses near field technology to deliver digital communications between devices
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Bluetooth Marketing
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Location-Based Advertising
• Uses Geo-Fencing to figure out where you are
• SMS, display ads and paid search ads can be targeted by location
Mobile Apps
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Mobile Apps
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How Apps Are Used
0
25.0
50.0
75.0
Games (64%) Weather (60%)Social Networking (56%) Maps (51%)Music (44%) News (39%)Entertainment (34%) Banking (32%)
Source: Nielsen
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Is an App Right for Your Business?
• You’re a large brand looking for ways to deepen your relationship with customers (e.g., Coca-Cola, Campbell’s)
• You’re a content provider looking for new distribution channels (e.g., AutoWeek, CNN)
• You have a game concept that has the potential to go viral (e.g., Angry Birds, ABC Go)
• You have a utility that helps people execute tasks from their mobile devices (e.g., Charles Schwab, Dragon Dictation)
• You’re a celebrity interested in leveraging your brand (e.g., Jamie Oliver, Martha Stewart)
• You’re a B2B company looking for new ways to connect with customers (UPS, FedEx)
• You’re a B2C company looking for new revenue streams (Netflix, New York Times)
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Augmented Reality Apps
PURLS
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PURLS
2D Codes
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Join Us Live at the Go Mobile Conference
www.GoMobile.EventBrite.com
• What: The Go Mobile Conference and Workshop
• When: Thursday, October 6th
• Where: Atlanta, GA• Tickets: On sale now
Join us live a www.GoMobile.EventBrite.com
All-Star Mobile Marketing Panel
www.GoMobile.EventBrite.com
Download at www.60SecondMarketer.com/KeynoteSpeaker
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
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2D Codes
1. Marketer generates 2D code
2. Marketer deploys 2D code
3. User scans 2D code 4. User driven to promotion
5. Marketer collects data
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2D Codes
• Q: Where have you scanned a QR/Bar code with your mobile phone?
0
12.5
25
37.5
50
Printed magazine or newspaper (49%)Product packaging (35%)Website (27%)Poster or flyer or kiosk (24%)Business card or brochure (13%)Storefront (13%)TV (12%)
Source: comScore MobiLens June 2011
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2D Codes
• 2D codes can drive people to websites, to phone numbers, to contact information and even to text messages
• The first person to scan this code and send me a text message from it wins a prize
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How to Download a 2D Code Reader
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Let’s Generate a QR Code
Click here.
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2D Codes
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2D Codes
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2D Codes
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2D Codes
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2D Codes
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2D Codes
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2D Codes
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2D Codes
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2D Codes
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2D Codes
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2D Codes
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2D Codes
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2D Codes
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Jamie’s Neanderthal Exhibit Photo
Jamie’s High School Yearbook Photo
2D Codes
Mobile Email
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Mobile Postcards
How to Get Started in Mobile Today
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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: Read everything you can about mobile media (start with MobileCommerceDaily.com)
• Step #5: Claim your business on location-based applications
• Step #6: Run a mobile ad campaign
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Mobile Media Action Plan
• Step #7: Create a 2D or QR code promotion
• Step #8: Design an iPhone or a Smart Phone app
• Step #9: Encourage interactivity (e.g., CNN and Virgin Air)
• Step #10: Integrate
• Step #11: Track your results
• Step #12: Test your way into success
Top Mobile Apps That You Should Have
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