Webling Interactive

Mobile Marketing for SMEsStrategies for the future of mobile

Ian Farmer Strategy Director Webling@ifarmer

More people have access to a Mobile than clean water

35% of Smartphone users use an app before getting out of bed

Source: Ericsson ConsumerLab study http://www.ericsson.com/thecompany/our-insights/consumerlab

ELEMENTS OF A MOBILE STRATEGY

Mobile Strategy: Branded Entertainment

Mobile Strategy: Mobile Advertising

• 75% Australians comfortable with mobile ads

• Perceived top benefits- Introduced you to

something new 56%- Helped you learn more

about something 37%

Source: “A Global Perspective on Mobile Advertising”

Consider mobile within advertising mix

Mobile Strategy: QR codes

• From print, outdoor to online• Extend communications

Mobile Strategy: Payments

• Ebay

• 2.5 million items via mobile (Aust 2010)

• One every 15 seconds or $2M / week

• 8% of Australian eBay transactions - Mobile

• Selling App - simplified experience

• Mobile commerce in Aust $155 million

• = World in 2009

• 4 million PAYPAL users in Australia

04/12/2023 8

Does your business allow for m-commerce?

Mobile Strategy: Twitter

• >40% of tweets published from mobile device• Establishing relationships with key influencers• Mobile communications channel

– “Special 2 for 1 offer today only”

Mobile Strategy: Podcast / Vodcasts

• Live / pre-corded broadcasts

• Product instruction• What Mobile friendly

content do you have?• Short 2-3 mins

http://www.dailygrape.net

Mobile Strategy: Places

Mobile Strategy: Location based marketing

Engaging your existing customers and prospects to leverage online announcements to reward loyalty, and augment word of mouth marketing and referrals.

Mobile Strategy: Coupons & Deals

Specials & Last min offers

Facebook DEALS – coming soon

•Drive’s measurable foot traffic•Promotes product trial•Socialises deal redemption via facebook

CASE STUDY : McDonald’s FourSquare day Campaign

• McDonald’s randomly offered $5 and $10 gift cards to users who checked on foursquare day (4/16)

• Results:– Generated 2,865 total check-ins– Increased check-ins by 33%

SME TAKEAWAYS FOR MOBILE

Tip # 1: Mobilise your website

Have you logged into your website via your smartphone?

What core information on mobile?

Include Mobile sitemap

Review metrics

Tip # 2 Stake your claim to places pages

Tip # 3: Encourage Testimonials, Rate & ReviewsUnderstand that people will review you, help them

Future mobile web will be dominated by maturing recommendation engines

http://www.facebook.com/socialdinnerclub

Tip # 4: Encourage and reward check-ins

• Is foot-traffic important for your business?

• Recognise the viral effect of the check-in

• Facebook deals launching soon in Aust

• Connect with mayors, ambassadors, leaders, duchesses, chiefs, poobahs and sheriffs.

Tip #5 Experiment while you can

• Don’t FAIL to LEARN• DO FAIL to LEARN

Ian Farmerian@webling.com.auTwitter: @ifarmer

webling interactiveExtraordinary Brand Experiences Online

www.webling.com.au