85% of American adults have a mobile phone – mobile web users will outnumber PC web users by 2012. The explosive growth of the mobile device market has created new opportunities for marketers to reach potential customers, but so many still don’t take advantage of mobile. In this presentation, you’ll learn how to successfully integrate mobile into your existing marketing campaigns to extend their reach, improve their effectiveness, and increase their ROI. We’ll discuss search and display advertising, SMS, QR codes and location based services and how they can integrate with online and offline marketing campaigns.

1. 5 Strategies
Integrating Mobile
into your
Marketing Mix
Digital Atlanta
November 8, 2011

2. The State
of Mobile

3. We’ve Come a
Long Way

4. Mobile is Mainstream

5. Desktop Power in a Mobile Device

7. Look at Both
Sides of the
Funnel

8. Generate
Sales
Brand Increase
Awareness Marketing Goals Revenues
Improve Enhance
Customer Customer
Support Loyalty

10. Know Your Customers

11. • SMS Messages
• Mobile Website
• Mobile Email
• Display Advertising
• Search Advertising
• QR Code
• Application
• Location Based Services
• Augmented Reality

12. Utilize the
Media You
Already Buy

15. YOUR BRAND
www.brand.com
Or text SMS to 12345

16. Engage
Your with Buyers
Message
Here Through
Traditional
Media

17. Mobile Web
& Email

18. Mobile Web
79% of large online
advertisers do not
have a mobile-
optimized website.
Source: Google, March 2011

19. Jakob Nielson
If mobile use is important to your
Internet strategy, it's smart to
build a dedicated mobile site.

21. Search & Display

23. Display Best Practices
• Utilize targeting
• Send to a mobile-optimized landing page
• What is the CTA?
• Track visits, conversions, and connections

24. Mobile Email

25. From
4%
of the
market to
almost
20%
in just
2 years

26. Email Best Practices
• Utilize @media queries
• Turn off font resizing
• Hide unnecessary content
• Use a one-column layout
• Adjust size of large images
http://www.campaignmonitor.com/blog/post/3163/optimizing-your-emails-for-mobile-devices-with-media/
http://www.campaignmonitor.com/blog/post/3442/mobile-email-design-in-practice/

27. Leverage
Location
Based
Services

28. Location Based Services

29. Foursquare

30. Facebook
• Pages
• Places
• Advertising

31. LBS Best Practices
• Great for LOCAL businesses
• Go where your customers are
• Give incentives for checkins
• Look at your demographics
• Make it fun

32. Create
Engagement
Opportunities

33. SMS
Marketing

35. SMS Campaign
• 90% Sign-up rate
• Lower acquisition costs
• 400% Increase in sales

36. SMS Campaign
• $138,460 Revenues
• 61% From SMS
• Coupon Conversion
Rate Testing

37. SMS Best Practices
• GET PERMISSION
• Use urgency & scarcity
• Cross-promote with other media
• Great for radio, television & OOH

38. QR
Codes

39. Mobile barcode scanning
grew 1,600 percent in 2010.

42. “Custom QR codes
have a three-to-one
ratio of scans over
traditional codes.”

43. QR Best Practices
• Simple short URLs
• Educate consumers
• Size matters... & TEST scanability!
• Utilize tracking URLs
• Don’t post codes online
• What is the CTA?

44. Get In Touch
Web: www.kelseyads.com
Email: brandon.eley@kelseyads.com
Twitter: @beley
Slides: www.brandoneley.com