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How to Get Started in Mobile Marketing

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How to Get Started in Mobile Marketing

  1. 1. How to Get Started in Mobile Marketing<br />Jeanne Hopkins, Director of Marketing, HubSpot<br />Jamie Turner, Author, Founder of 60 Second Marketer<br />#GoMobile<br />
  2. 2. #GoMobile<br />
  3. 3. Introductions<br />Director of Marketing at HubSpot<br />Responsible for Top of the Funnel inbound marketing programs at HubSpot<br />Named one of the Top 20 Women to Watch in Sales Lead Management<br />Co-authoring Go Mobile with Jamie Turner<br />
  4. 4. Introductions<br />Co-author of How to Make Money with Social Media and Go Mobile <br />Founder of the 60 Second Marketer<br />Profiled in world’s best-selling advertising and promotions textbook<br />Speaks around the globe on the topics of social media, mobile media and branding<br />
  5. 5. Agenda <br />Mobile Media Facts and Figures (10 minutes)<br />How Brands Connect with Consumers (10 minutes)<br />Mobile Marketing Tactics (30 minutes<br />Applause, Encore and Standing Ovation (57 minutes)<br />#GoMobile<br />
  6. 6. Today’s Poll<br />
  7. 7. Mobile Media facts and figures<br />
  8. 8. Mobile Media Facts and Figures<br />There are 6.8 billion people on the planet. 4.5 billion own a mobile phone. Only 4.2 billion own a toothbrush <br />The growth rate of the iPhone was 10 times faster than the growth rate of AOL<br />Gartner Group predicts that by 2013 the number one way people will access the internet will be through their mobile devices<br />#GoMobile<br />
  9. 9. Mobile Media Facts and Figures<br />Mobile coupons generate 10 times the redemption rate of traditional coupons<br />70% of all mobile searches are acted upon within an hour vs. 30% of all traditional searches<br />#GoMobile<br />
  10. 10. 5 Mobile marketing myths<br />
  11. 11. 5 Mobile Marketing Myths<br />Myth #1: Everyone Has an iPhone<br />Only about 35% of the population owns any kind of smartphone<br />Android has grabbed 41% share of smartphone users who have purchased a phone in the past 6 months, compared with 27% for Apple and 19% for Blackberry<br />#GoMobile<br />
  12. 12. 5 Mobile Marketing Myths<br />Myth #2: You Need an App for That...<br />With the rise of HTML5, the functionality and feel of mobile websites is nearing that of Apps<br />You will need an App if you want to take advantage of augmented reality and other features<br />But if you just want to provide consumers with a way to connect with you via mobile, a mobile website is fine<br />#GoMobile<br />
  13. 13. 5 Mobile Marketing Myths<br />Myth #3: Mobile is the Internet, Just Smaller<br />People use mobile differently from how they use the internet<br />They use mobile to find information quickly, compare prices and find local businesses<br />People on PCs are more likely to surf social networking sites and conduct long-term searches<br />Search is twice as prevalent on mobile web than on a PC<br />1/3 of all searches on mobile are local and 70% of searches lead to action within one hour<br />#GoMobile<br />
  14. 14. 5 Mobile Marketing Myths<br />Myth #4: Mobile is Only for Big Companies<br />75% of al marketers are planning to add mobile to their marketing mix this year<br />3 simple ways to ways to get into mobile:<br />Get involved with location based services such as Foursquare, Gowalla and Facebook Places<br />Optimize your website for mobile<br />Make sure your company contact information is up-to-date and claim your business listing on Google<br />#GoMobile<br />
  15. 15. 5 Mobile Marketing Myths<br />Myth #5: Mobile is Just for Teenagers<br />The average age of a person who sends text messages is 35<br />The number of baby boomers texting and shopping using their mobile phone nearly doubled between 2007 and 2009<br />35- to 44-year-olds are the most likely to have downloaded an App in the last 30 days<br />#GoMobile<br />
  16. 16. How brands use mobile marketing<br />
  17. 17. Mobile Operating Systems<br />
  18. 18. How People Use Smartphones<br />Source: The Mobile Movement Study<br />
  19. 19. How Brands Use Mobile Marketing<br />Mobile Web Sites <br />Short Message Service (SMS)<br />Multimedia Message Service (MMS)<br />Mobile Display Ads<br />Mobile Paid Search<br />Location-Based Marketing and Near Field Communications<br />Apps<br />2D Codes<br />Mobile Email<br />Tablet Computing<br />
  20. 20. Mobile websites<br />
  21. 21. Mobile Websites<br />
  22. 22. SMS and MMS<br />
  23. 23. Short Message Service<br />The most common phone-based activity among U.S. cell phone users of all ages<br />Used by American Idol, the American Red Cross and others<br />Used by CNN, Mashable and ABC News for push notifications<br />Used by doctors to remind patients of appointments<br />Used by airlines to update people on flights<br />#GoMobile<br />
  24. 24. Multimedia Message Service<br />What can you send via MMS?<br />Images<br />Text<br />Audio<br />Animations<br />Video<br />
  25. 25. Mobile Display<br />
  26. 26. Mobile Display<br />Sold on a Cost Per Click (CPC), Cost Per Acquisition (CPA) or Cost Per Thousand (CPM) basis<br />Popular platforms include iAd (Apple), Millennial Media (Independent), Ad Mob (Google) and others<br />#GoMobile<br />
  27. 27. Mobile Display<br />#GoMobile<br />
  28. 28. Mobile Display<br />#GoMobile<br />
  29. 29. Mobile Display<br />#GoMobile<br />
  30. 30. Mobile Display<br />#GoMobile<br />
  31. 31. Mobile Display<br />#GoMobile<br />
  32. 32. Mobile Display: Targeting Options<br />Custom audiences -- TV fans, telecom switchers, business travelers, etc.<br />Location-Based Advertising<br />Nielsen Top 100 Sites<br />WiFi context targeting -- cable provider, hotels, airports, etc.<br />Geographic targeting -- Country, DMA, etc.<br />Demographic targeting<br />Time of day targeting<br />Advertiser retargeting through pixels or clicker tracking<br />Carrier/handset targeting<br />Age of device/profile<br />#GoMobile<br />
  33. 33. Mobile Paid Search<br />
  34. 34. Activities Conducted on Mobile<br />#GoMobile<br />
  35. 35. Mobile Paid Search<br />Less competition than with traditional search<br />Local queries are the norm -- movies, restaurants, bars, coffee shops, etc.<br />Click-to-call and click-to-map are important<br />Voice search is now available for all major search engines<br />
  36. 36. Location-based advertising, location-based services and near field communications<br />
  37. 37. Location-Based Advertising<br />Uses Geo-Fencing to figure out where you are<br />SMS, display ads and paid search ads can be targeted by location<br />#GoMobile<br />
  38. 38. Location-Based Services<br />#GoMobile<br />
  39. 39. Tips on Using Location-Based Services<br />First of all, claim your business<br />Reward first-time visitors<br />Change deals often<br />Promote group check-ins. The more in a group, the better the deal<br />Interact with customers. Make them accomplish a small task (Origami napkin) to redeem<br />Promote to those checking-in nearby<br />#GoMobile<br />
  40. 40. Near Field Communications<br />
  41. 41. Near Field Communications<br />
  42. 42. Mobile Apps<br />
  43. 43. Mobile Apps<br />
  44. 44. How Apps Are Used<br />
  45. 45. Augmented Reality Apps<br />
  46. 46. 2D Codes<br />
  47. 47. 2D codes can be used to deepen relationship with audience<br />Come in many formats: QR Codes, Datamatrix, EZ Code, Microsoft Tag, SPARQCode and ScanLife<br />2D code reader can be downloaded from SPARQ.it<br />
  48. 48. 2D Codes<br />
  49. 49. Q: Where Have You Scanned a 2D Code?<br />
  50. 50. 2D Codes<br />2D codes can drive people to websites, to phone numbers, to contact information and even to text messages<br />The first person to scan this code and send me a text message from it wins a copy of “How to Make Money with Social Media.”<br />
  51. 51. Let’s Generate a 2D Code<br />
  52. 52. 2D Codes<br />
  53. 53. 2D Codes<br />
  54. 54. 2D Codes<br />
  55. 55. 2D Codes<br />
  56. 56. 2D Codes<br />
  57. 57. 2D Codes<br />
  58. 58. 2D Codes<br />
  59. 59. 2D Codes<br />
  60. 60. 2D Codes<br />
  61. 61. 2D Codes<br />
  62. 62. 2D Codes<br />
  63. 63. 2D Codes<br />
  64. 64. 2D Codes<br />
  65. 65. 2D Codes<br />
  66. 66. 2D Codes<br />
  67. 67. How to get started in mobile marketing today<br />
  68. 68. How to Get Started in Mobile Today<br />Step #1: Mobilize your website<br />Step #2: Watch how your competitors are using mobile media<br />Step #3: Start using mobile media yourself<br />Step #4: Read everything you can about mobile media (start with MobileCommerceDaily.com)<br />Step #5: Claim your business on location-based applications<br />Step #6: Run a mobile ad campaign<br />#GoMobile<br />
  69. 69. How to Get Started in Mobile Today<br />Step #7: Create a 2D or QR code promotion<br />Step #8: Design an iPhone or a Smart Phone app<br />Step #9: Encourage interactivity (e.g., CNN and Virgin Air)<br />Step #10: Integrate<br />Step #11: Track your results<br />Step #12: Test your way into success<br />#GoMobile<br />
  70. 70. Thank you!<br />Jamie Turner, Founder and Chief Content Officer at the 60 Second Marketer<br />Jeanne Hopkins, Director of Marketing, HubSpot<br />Jamie and Jeanne are the co-authors of Go Mobile to be published by John Wiley & Sons in 2012<br />