Since the iPhone's arrival in 2007, mobile's been a frequent topic of discussion is business meetings. Unfortunately for most companies, it's mostly talk for fear of action--for good reason. The fast pace of mobile's evolution has forced most brands, including powerhouses like Starbucks and Walmart, to admit that they can't keep up.
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Where to begin in Mobile Marketing
1. Where to Begin
in Mobile Marketing
A pragmatic approach to integrating & scaling mobile
efforts into your marketing mix
Curt Prins
Integrated Marketing Summit – Minneapolis
6 June 2014
2. Agenda:
1. About Me
2. Mobile Factoids
3. Where to Begin
4. Mobile Tools to Consider
5. Q&A
3. About Me:
• 1993: Mobile Seed Planted
• 1995: Embedded Computing
• 2004: First Smartphone
• 2009: Mobile in a nonprofit
• 2010: Mobile strategist for
Startups, F100 & NPOs
20. 1. Good app costs $150-250K to
build
2. Spend 1.5x to promote &
update
3. Average user downloads 45
apps, 42 of which are free
4. But uses only 5 of them
5. Pay $1.80-$2.50 per download
6. “Loyal” users uses the app 3x
37. 63% of your mobile
visitors won’t come
back if you give them
a desktop experience.
38. web site:
• Create a mobile-responsive micro-site
• Hold off on your main site unless it’s past due
for an overhaul
• Backbone of all mobile efforts
• Less is more—focus on critical information
first & limit forms to 3-5 questions
• Do ample a/b testing
41. email:
• It’s the most used app on smartphones
• 92% of smartphone/tablet users check email
• The average mobile Internet user spends
42% of her time on email.
• Mobile users are looking for any excuse to
delete email
• Resource: Text MOMAIL to 75309
44. sem:
• 63% of local mobile search ends in a store
visit or other actions
• Geo-targeting offers greater
• Easy via Google AdWords
• Click2Call drives conversions
• Though dropping, CTR are still 4-5x over
desktop search
46. other mobile tools:
• Text messaging open rates exceed 95%--
excellent for broadcast ads, events & print
• Conversion tools like QR codes & NFC
bridge the traditional with the interactive
• Graduate to mobile apps only if needed—
expensive to both build & keep relevant.
• Ignore the “bright shinny things” unless their
direct benefit is obvious
• Test small; scale up with success