mobilizing your marketing mix presented by: kent lewis (@kentlewis) president & founder anvil...
TRANSCRIPT
Mobilizing Your Marketing Mix
Presented by:Kent Lewis (@KentLewis)President & FounderAnvil Media, Inc.503.260.6700
About Anvil Media
Anvil Media, Inc. is digital marketing agency specializing in search engine marketing services, including analytics, search engine optimization, pay-per-click management, conversion optimization, mobile & social media marketing services.
Agenda
Mobile Marketing Overview
WebsiteAdvertisingLocation-based ServicesEmail & SMSApps & GamingMeasurementResources
Mobile MarketingOverview
Why Mobile
PersonalTargetedScalableImmediateActionablePortableInteractiveMeasurable
Mobile Marketing: New Frontier
Mobile Marketing: Numberpalooza
Websites Visited via SmartphoneSearch engine websites
Social networking websites
Retail websites
Video sharing websites
General consumer websites
Brand or manufacturer websites
Review websites, blogs, or msg boards
Health information websites
Finance-related websites
Travel-related websites
Coupon websites
Full length TV programming websites
Magazine websites
Other websites
77%
65%
46%
43%
38%
26%
25%
24%
24%
23%
18%
17%
15%
14%
Mobile Search Growth
Mobile Search by Type
Mobile Marketing Evolution
Mobile: Influencing Purchase Process
Mobile Websites
Mobile Website Optimization
Mobile-friendly Websites
Optimizing for MobileNo Flash & larger buttons (with spacing)Contact information in footerMap & driving directions
Building for MobileWordPress plug-insDesign in CSS (Handheld.css & iPhone.css)Dedicated website (m.company.com)
Mobile-friendly WordPress Website
Quick and Dirty Mobile Site
Google Mobile Site Builder
Example: I-5.MOBI
Mobile Advertising
Mobile Ad Spend
Mobile Ads: Driving Action
Mobile PPC Advertising: Google
Dedicated Mobile PPC CampaignLocation & Click-to-Call ExtensionsLanding Pages & Conversion Funnel (LiveBall)
Mobile Display Advertising: iAds
A recent study released by Campbell’s showed that iAds were twice as effective as TV advertising, and consumers who say the iAd were four times more likely to purchase the product than those who saw the TV ad
Trans-Media Advertising
Used to direct viewers to specific URLQR Codes (square)Digimarc Discover (embedded)
Location-based Services
LBS: The Big 3
Virtual Loyalty/Couponing ProgramsUtilize cellular, GPS, Bluetooth & NFC technologyPopular: Google & Facebook Places, Foursquare Alt Platforms: Yelp! Mobile, GoWalla & Loopt
LBS: Growth & Privacy
Mobile Email & SMS
Email on Mobile
20% of email sent by retailers is opened on a mobile device
Mobile Email & SMS
Mobile-friendly email platform (ExactTarget)Build or buy SMS platform (MobileStorm)Mobile-friendly content strategyIdeal for market research/surveys (Opiniator)
Mobile ‘App’lications
Mobile App Stats
Mobile App vs. Website
Example: ChoiceHotels.com
Mobile Gaming
Mobile Gaming Stats
Mobile Gaming Opportunities
SponsorshipProduct PlacementBranded Entertainment Requires Promotion
Mobile Measurement
Mobile Analytics
Mobile Platforms (AdMob, Bango, Mobilytics)Analytics Platforms (Google, Omniture, WebTrends)Apps (Flurry)Integrated (Unica, Responsys)
Mobile Analytics: Google
Mobile Analytics: Google
Mobile Marketing ResourcesLinksMobile Marketing AssociationeBoogie (list of mobile-friendly websites)Google On Designing Mobile Friendly Websites11 Excellent Solutions for Making Your Website Mobile FriendlyMobile Gaming Insights and Statistics
ArticlesMobilizing for 2011 With a Mobile Marketing Strategy5 Reasons for Brands not to Outsource Social Media MarketingWhy Only Idiots Promote Their Brand’s Facebook Page via Traditional Media6 Social Media Platforms At-a-Glance
WhitepapersThe Marketer’s Guide to Location-Based Social NetworkingThe Marketer’s Guide to Optimizing Your Web Content for Search EnginesThe Advanced Guide to Pay-Per-Click (PPC) MarketingThe Marketer’s Guide to Getting Started with Social Media Marketing
Read Anvil’s blog, articles & white papersSubscribe to our newsletter or follow us on
TwitterContact us with questions about mobile
marketing
Q&A & Next Steps
Kent Lewis President Anvil Media, Inc.310 NE Failing StreetPortland, OR 97212O: 503.595.6050 x223M: 503.260.6700 [email protected] & Skype: @kentjlewis LinkedIn: kentlewis