Japan IT Week 2024 Brochure by 47Billion (English)
Why Some Mobile Campaigns Succeed and Why Others Fail
1. Why Some Mobile
Marketing Campaigns
Succeed While Others Fail
Jamie Turner
Author, Speaker and Marketing Consultant
Follow Jamie on Twitter @AskJamieTurner
2.
3. Introductions
• Co-author of How to
Make Money with Social
Media and Go Mobile
• Regular guest on CNN
and HLN on the topic of
social media and mobile
marketing
• Consults with small, As Seen On
medium and large
corporations
4. #1 Best-Selling Mobile Marketing Book
Download your free chapter at 60SecondMarketer.com/GoMobileChapter
7. Mobile Marketing Facts and Figures
• There are 6.8 billion people on
the planet. 4.0 billion own a
mobile phone. Only 3.5 billion
own a toothbrush (Source:
60SecondMarketer.com)
Tweet these facts by using @AskJamieTurner
8. Mobile Marketing Facts and Figures
• There are 6.8 billion people on
the planet. 4.0 billion own a
mobile phone. Only 3.5 billion
own a toothbrush (Source:
60SecondMarketer.com)
• 93% of those surveyed have
their mobile device within arm’s
reach 24/7 (Source: Morgan Stanley)
Tweet these facts by using @AskJamieTurner
9. Mobile Marketing Facts and Figures
• There are 6.8 billion people on
the planet. 4.0 billion own a
mobile phone. Only 3.5 billion
own a toothbrush (Source:
60SecondMarketer.com)
• 93% of those surveyed have
their mobile device within arm’s
reach 24/7 (Source: Morgan Stanley)
• Gartner Group predicts that by
2013 the number one way
people will access the internet
will be through their mobile
devices (Source: Gartner)
Tweet these facts by using @AskJamieTurner
10. Mobile Marketing Facts and Figures
• Mobile coupons generate 10
times the redemption rate of
traditional coupons (Source: Borrell
Associates)
Tweet these facts by using @AskJamieTurner
11. Mobile Marketing Facts and Figures
• Mobile coupons generate 10
times the redemption rate of
traditional coupons (Source: Borrell
Associates)
• Google has seen mobile
searches grow by more than
400% over the past year (Source:
Google)
Tweet these facts by using @AskJamieTurner
12. Mobile Marketing Facts and Figures
• Mobile coupons generate 10
times the redemption rate of
traditional coupons (Source: Borrell
Associates)
• Google has seen mobile
searches grow by more than
400% over the past year (Source:
Google)
• Research indicates that if
someone leaves home without
their wallet, they keep going. If
they leave without the mobile
device, they turn around (Source:
60SecondMarketer.com)
Tweet these facts by using @AskJamieTurner
13. Activities Conducted on Mobile Devices
40
30
20
10
0
Compare prices online while shopping in store (38%)
Browsing products through websites or apps (38%)
Searching for or using online coupons (24%)
Purchasing products (22%)
Scanning barcode for price or info (22%)
Using location based services to find retail location (18%)
Source: Nielsen
15. How Businesses are Using Mobile
Marketing to Grow Revenues
• Mobile Web Sites
• Short Message Service (SMS)
• Multimedia Message Service
(MMS)
• Mobile Display Ads
• Mobile Paid Search
• Location-Based Marketing: LBS,
NFC, Bluetooth and LBA
• Apps
• 2D Codes (QR Codes)
16. How Businesses are Using Mobile
Marketing to Grow Revenues
Google RIM Apple Microsoft
50% 8% 33% 9%
Source: Nielsen
Download these slides at 60SecondMarketer.com/blog
25. 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 doctors to remind
patients of appointments
• Used by airlines to update
people on flights
27. Mobile Display Ads
• Planned and bought through an
ad agency or via mobile
advertising network
• Popular networks include iAd
(Apple), Millennial Media
(Independent), Ad Mob (Google)
and others
28. Mobile Display Ad Options
• User clicks ad, which then uses GPS technology to identify
location and direct them to nearest store
Source: MobClix
Download these slides at 60SecondMarketer.com/blog
29. Mobile Display: Targeting Options
• Custom audiences -- TV fans,
telecom switchers, business
travelers, etc.
• Geographic targeting -- Country,
City, Neighborhood, etc.
• Demographic targeting
• Time of day targeting
• Advertiser retargeting through
pixels or clicker tracking
• Carrier/handset targeting
• Age of device/profile
Download these slides at 60SecondMarketer.com/blog
31. Is Mobile Paid Search Right for You?
• Mobile paid search is perfect
for quick information on low-
consideration products or
services
• 70% of searchers complete
their task within 1 hour,
compared with 30% for
desktop (MobileMarketer)
32. Mobile Paid 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
37. 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
39. Location-Based Advertising
• Uses Geo-Fencing to figure
out where you are
• SMS, display ads and paid
search ads can be targeted by
location
• Subway in the U.K. used
location-based SMS to
provide discounts to
customers who walked by
their store
41. Mobile Apps
•A mobile app is not a
mobile website
• An app is a software
program that lives on your
smartphone
• A mobile website is a
website that lives on a
server in “the cloud”
42. How Apps Are Used
70
52.5
35
17.5
0
Games (64%) Social Networking (56%) Music (44%)
Entertainment (34%) Weather (60%) Maps (51%)
News (39%) Banking (32%)
Source: Neilsen
44. How to Develop an App for Your
Business
• For a customized experience,
use a mobile app development
company (Mobilize Worldwide)
• For a plug-and-play experience,
use ShoutEm, MobileRoadie,
AppMakr, GENWI, Mippin,
MobBase, MobiCart,
MyAppBuilder or RunRev
47. 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
Download these slides at 60SecondMarketer.com/blog
48. • 10% of magazine advertising
pages contain a QR code,
up from 5% a year ago
• Average response rate was
6.4%
• According to the DMA, the
verage response rate for
direct mail is 4.4%
Source: Nellymoser
49. 2D Codes
• 2D codes can drive people to
websites, to phone numbers,
to contact information and
even to text messages
70. The Most Common Mobile Marketing
Mistakes
1. Reluctance to Embrace New
Technology
2. Not Measuring Your Campaign
3. Not Taking Advantage of Geo-
Locational Targeting
4. Not Recognizing the
Transformative Nature of
Mobile Marketing
71. What Doesn’t Work in Mobile Marketing
• Desktop websites displayed on
mobile sites
• QR codes placed in areas with
bad cell coverage
• Mobile display ads that don’t
take advantage of location
• Running a mobile campaign
without considering context --
where your customer is at the
time of engagement
72. 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: Set your Google Alerts
for “Mobile Marketing”
• Step #5: Create a 2D or QR
code promotion
• Step #6: Run a mobile ad
campaign
73. Mobile Media Action Plan
• Step #7: Claim your business
on location-based applications
• Step #8: Design an iPhone or
a Smart Phone app
• Step #9: Integrate your mobile
campaign into the rest of your
campaign
• Step #10: Test your way into
success
