mobile marketing intro-flagstaff_chamber_cafe-mar2012
DESCRIPTION
An overview of mobile marketing today and background on why marketers need to add it to their overall marketing mix and how to get started. View an introduction to QR codes and text messaging, both valuable mobile tools to initiate communications.TRANSCRIPT
why do i need it& how do i get started
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a Flagstaff “Chamber Café” WorkshopMarch 21, 2012
mobile marketing
agenda
• background #’s & trends
• content
websites & landing pages
• tools
analytics, 2-d barcodes & sms/text messaging
• how to start
• demos & specific challenges
mobile marketing
graphic from Media in Motion
Mobile Marketing is a set of practices that enables organizations to communicate and engage with their audience in an interactive and relevant manner through any mobile device or network.
~ Mobile Marketing Association
NO YES
history
phone #’sphones owned
all high income
text w/phone
new phones purchased
search w/phone
40%
75%
73%
80%
33%
web enabled
other
much higher percentage for 14-25 year olds
up 400% in past year40% of mobile searches are local50+% take action within one day(call or visit business)
50% of web traffic from mobile in 2013
missed opportunitysmall business w/o mobile
website
total internet searches per month
33% are from mobile
40% of mobile are local
50% take an action
25% buy product/service
average sale
potential revenue missed
1,000
330
132
66
17
x $35
$595
per month
($7,140/yr.)
other #’s | trend
200 MM mobile users2x more than desktop-only
mobile = 50% 0f active usersmobile = 40% of tweets
1.5 MM new users each monthsubscribe via mobile
100 million viewsvia mobile each day
Location-Based Services (LBS)• Foursquare, Gowalla• Facebook Places• ShopKick, Loopt, SCVNG
Local Directories (100’s)• Google Places, Bing, Yahoo!• Ask.com, AOL• Where, Yelp, Merchant Circle• City Search, YellowPages.com
40% of mobile searches are local
60% of local searches take action within a day (calls or visits the business)
benefits
Omnipresentmobile phones are inexpensive and are on-person all day & night
Reach98% of text message are read within 15 minutes of receipt. Messages reach users wherever they are.
Immediacymobile communications are immediate for consumers and quick to setup for businesses.
Response RatesAvg. mobile campaign response rates are 12-15% (offers, promos, etc.)email: 3-5% | direct mail: 1%
Interactiveable to create interactive experiences and dialog
Trackablecampaigns are easily to measure and track with analytics and platform services
Personalcontent is targeted to individuals who have opted-in to receive information
Flexiblemultiple test campaigns are easily created and modified quickly
what’s next
• tablet sales growth | video growth | “super-phones”
• near field communications (nfc)
• m-commerce & m-payments
• virtual gift-cards ($11B in 2014)
• enhanced geo-targeting
• increased mobile advertising
• in-home & in-auto integration
• separate marketing campaigns for pc’s, tablets & mobile phones
why do i need it?
consumer’snew all-purpose
communications tool
businessescurrent communication tools
mobile
now future
components
• websites
• landing pages
• applications (apps)
content
tools advertising• 2-d barcodes (qr codes)
• sms/text messaging
• analytics
• seo
• graders
• online directories
• mobile ads – advertisers, (AdWords)
• mobile ads – publishers, (AdSense)
• rich media
various devicessmart-phones,
tablets,iPad, Kindle, etc.
content
websites
custom
free
not this this
websitesbest practices
keep it quick
simplify navigation
be thumb-friendly
design for visibility
make it accessible
make is easy to convert
make it seamless
use mobile site redirects
listen, learn & iterate
make it local
landing pages
• very specific mobile page
• used for a limited time
• changed frequently
• includes a‘call-to-action’ (CTA)
• possible uses• donations• coupon redemption• registration• detailed information
(event, product, etc.)• product purchase
tools
analytics
2-d barcodes1-d barcode
qr code tag code custom tag
2-d barcodes
ideas• product packaging – more info
• multiple, limited time promotional offers
• event passes | loyalty program
• restaurant nutritionals
• event/trade show information
• map/location information (stays on users phone)
• social networking portal
• reduce printed advertising size
• real estate sale information
• walking trail info | historic info
• pre-populate a text message
benefits• free to create; no limit
• small and portable
• able to track scans(how many, when, where)
• flexible - able to change a single code’s content
• can be used in reverse
downsides• codes needs to be visual
• anonymous scans
• initial user learning curve
• users require scanner/web-enabled device
2-d barcodesbest practices
use minimal contente.g. a shortened URLinclude blank-space around code;size at least .75” square (1” better)
inform people how/where to to get scanner:and what they’ll receive after scanning
include sms code for ‘other phones’
optimize content for mobile devices
create compelling content
enhance your brand
scan to view ourmobile website
get scanlife scannergetscanlife.com
long URL short URL
text MAX to
86677(std text msg & data rates apply)
2-d barcodes
plan out your program (integrate with other marketing efforts)
understand your target audience
think about physical placement, (scannable? safety concerns, etc.)
test, test and re-test
verify device capability(images, links, videos, etc.)
temper initial expectations
measure, track and adjust
general usage guidelines
sms/text messaging
how it works
sms/text messagingbenefits
downsides• text service account required
(fee for service; month-to-month)
• initial training required
• significant reach (all phones)
• high redemption rates/very loyal database
• receive contact information
• able to track & segment database
• automated/immediate
• low-tech for users
• multiple uses (operations & marketing)
sms/text messaging
how do i start?
how do i start?stretch your mobile comfort zone• enter text programs
local programs, text-to-vote, national contests)
• scan qr codes(download scanner, scan ads, products, contests, etc.)
• download location-based service & socialmedia apps… claim your business,then use them
• claim your business on online directories:Google Places, Yahoo!, Bing, Ask.com, AOL
to receive Flagstaff Chamber
Announcements & Alerts
text FCOC to 86677(std text msg & data rates may apply)
how do i start?
set up your mobile websiteor a simple landing page
• minimum information(business summary, logo or image, address/map, phone number, email)
• simple business informational siteor blog, with contact info
• create a qr codeintroduce a new product or service, special offer, event information, social network links, menu nutritionals, specific product information, etc.
• use free website service or tap intolocal agency to provide services & insightintegrate marketing efforts, plan future efforts
how do i start?
create a qr code promotion
• announce an event
• new product or service launch
• current product w/specific information ordemonstration video
• share a video (realtors: home tour)
• meeting name tags
• location map & directions
• restaurant: nutritional information, recipes, event information
• increase your facebook ‘likes’ or twitter followers
• helpful tip video(s)
how do i start?
start a sms/text message program
• build loyal customer base
• limited time offers, discounts or promotions
• contest or sweepstakes
• confirm appointment reminders
• early-bird special alerts
• send out text alerts (meeting notices, schedule changes, etc.)
• realtors – get potential buyer information
• poll or survey your customers
• live text feedback
• employee recruitment
recap
stretch your mobile comfort zone
set up your mobile website or a simple landing page
create a qr code promotion
start a sms/text message program
how do I start?
other pre-starters: SO | LO | MO• create (or update) your main internet website• online directories (Google Places) & location-based services
• claim your business• ask customers to submit reviews • monitor reviews and engage with reviewers (good & bad)
• setup social networking accounts• Facebook, Twitter & YouTube
sample process
Overall Objective:______________________________________
Target Audience:______________________________________
Mobile Objective:______________________________________
Other Marketing Efforts:______________________________________
Gather Content (copy, graphics, video, etc.) Create Mobile Landing Page/Site & Integrate with Other Efforts Add Re-Direct Code to Main Website (if required) Create Shortened URL Create QR Code(s) – one for each medium or location Add Mobile Page/Site to Analytics Account Tie-in SMS Program (if available) Initiate Campaign Track, Measure and Adjust
Upcoming Marketing Campaign
demos | challenges
thank you!
max cadman mobile marketing | maxcadman.com | [email protected] | 928-863-8945