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How to Get Started in Mobile Marketing

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How to Get Started in
 Mobile Marketing


                    Jamie Turner
 Author, Speaker and Founder of BKV’s 60 Second Marketer

         Follow Jamie on Twitter @AskJamieTurner
Introductions
• Co-author of How to Make
  Money with Social Media
  and Go Mobile
• Regular guest on CNN’s
  HLN on the topic of social
  media and mobile media
• Consult with small, medium
  and large businesses on
  how to use social and
  mobile to grow sales and
  revenues
Contact Rina Cook at 404-233-0332
 or Ramon Larkin at 913-648-8333
Contact Jerry Gentemann at
      404-233-0332
Let’s Kick Things Off




          The hashtag for today’s event is #GoMobile
60SecondMarketer.com/GoMobileChapter




         The hashtag for today’s event is #GoMobile
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How to Get Started in Mobile Marketing

  • 1. How to Get Started in Mobile Marketing Jamie Turner Author, Speaker and Founder of BKV’s 60 Second Marketer Follow Jamie on Twitter @AskJamieTurner
  • 2. Introductions • Co-author of How to Make Money with Social Media and Go Mobile • Regular guest on CNN’s HLN on the topic of social media and mobile media • Consult with small, medium and large businesses on how to use social and mobile to grow sales and revenues
  • 3. Contact Rina Cook at 404-233-0332 or Ramon Larkin at 913-648-8333
  • 4. Contact Jerry Gentemann at 404-233-0332
  • 5. Let’s Kick Things Off The hashtag for today’s event is #GoMobile
  • 6. 60SecondMarketer.com/GoMobileChapter The hashtag for today’s event is #GoMobile
  • 7. Mobile Media Facts and Figures
  • 8. Mobile Media 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 • The growth rate of the iPhone was 10 times faster than the growth rate of AOL • Gartner Group predicts that by 2013 the number one way people will access the internet will be through their mobile devices
  • 9. Mobile Media Facts and Figures • Mobile coupons generate 10 times the redemption rate of traditional coupons • 70% of all mobile searches are acted upon within an hour vs. 30% of all traditional searches • Research indicates that if someone leaves home without their wallet, they keep going. If they leave without the mobile device, they turn around
  • 10. How Businesses are Using Mobile Marketing to Grow Revenues
  • 11. 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 • Mobile Email • Tablet Computing
  • 12. How Businesses are Using Mobile Marketing to Grow Revenues Google RIM Apple Microsoft 39% 20% 28% 9% Source: GS Statcounter
  • 13. How Consumers Use Smartphones 0 25 50 75 100 Check and send email (82%) Read news articles (56%) Look up directions (69%) Listen to music/radio (45%) Watch online videos (41%) Play online games (39%) Manage finances and bills (34%) Look up sports information (38%) Use a social networking website (63%) Source: The Mobile Movement Study
  • 14. How to Set Up a Mobile Website
  • 15. Mobile Website Standard Mobile
  • 16. Mobile Websites: The Essential Things You Need to Know • Automated Systems • GoDaddy • Plug-and-Play Systems • Mobify • Mobilizer • HubSpot • Third party agencies or design firms • Mobilize Worldwide • BKV
  • 17. 60SecondMarketer.com/GoMobileChapter The hashtag for today’s event is #GoMobile
  • 18. Mobile Websites: The Essential Things You Need to Know • Get inside the mind of your customer -- they’re mobile • Analyze your customer’s though sequences • Reduce the number of design elements • Design for speed • Design for multiple devices • Visit WebsiteGrader.com to test your mobile site The hashtag for today’s event is #GoMobile
  • 20. 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 CNN, Mashable and ABC News for push notifications • Used by doctors to remind patients of appointments • Used by airlines to update people on flights
  • 21. Short Message Service • According to CTIA.org, text messages are read within 4 minutes of receipt, as opposed to 48 hours for email • Wikipedia reports that there are 4 billion texts sent daily, compared with 2.9 billion Google searches daily • The data from an SMS or MMS campaign is easy to track, making ROI calculations a piece of cake
  • 22. Multimedia Message Service • What can you send via MMS? • Images • Text • Audio • Animations • Video The hashtag for today’s event is #GoMobile
  • 23. 5 Key Elements of an SMS/MMS Campaign • The Keyword: The word users text in to the shortcode. Typically 8 characters or fewer • The Short Code: The 5-digit code (or phone number) • The Call-to-Action: Test your way to success by running an A/B split test (e.g., “free trial” vs. “free audio book”) • Supporting Media: The ad, poster, commercial that promotes the campaign • Response: The follow-up message
  • 25. 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 • Sold on a Cost Per Click (CPC), Cost Per Acquisition (CPA) or Cost Per Thousand (CPM) basis
  • 26. Mobile Display Ad Options • User clicks ad, which then uses GPS technology to identify location and direct them to nearest store Source: MobClix
  • 27. Mobile Display • User is encouraged to add company contact information into their contact list Source: MobClix
  • 28. Mobile Display • Users are encouraged to email promotional offers to themselves and to friends Source: MobClix
  • 30. Is Mobile Paid Search Right for You? • Traditional paid search is perfect for lead generation, e-commerce and products that require in-depth research • 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)
  • 31. Mobile Paid Search • Less competition than with traditional 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 • 60 Second Marketer comes up as 62nd Marketer
  • 32. Essential Things to Know About Mobile Paid Search • Voice search is increasingly important • Use Google’s mobile keyword tool (not their regular keyword tool) • Separate your regular desktop search from your mobile search campaign • Be sure to add mobile-oriented terms to your keyword list: Locations (e.g., “Pizza Hut Locations”), Addresses (e.g., “Wal-Mart Location Peachtree Street”), Zip Codes (e.g., “UPS store locations near 30342”) and Urgency Terms (e.g., “Plumbing Emergency) • Target different ads by carrier to see if users act differently
  • 33. Location-Based Marketing: Location-Based Services, Near Field Communications, Bluetooth Marketing and Location-Based Advertising
  • 34. Location-Based Marketing Overview • Location-Based Services • Bluetooth Marketing • Near Field Communications • Location-Based Advertising
  • 36. 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
  • 38. 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
  • 39. Location-Based Marketing: The Essential Things You Need to Know • Address consumer confusion • Provide clear opt-in instructions • Explain what to expect • Test the campaign before deploying • Make it worth their while
  • 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 75.0 50.0 25.0 0 Games (64%) Weather (60%) Social Networking (56%) Maps (51%) Music (44%) News (39%) Entertainment (34%) Banking (32%) The hashtag for today’s event is #GoMobile Source: Nielsen
  • 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 AppMakr, GENWI, Mippin, MobBase, MobiCart, MyAppBuilder or RunRev
  • 46. 60SecondMarketer.com/GoMobileChapter The hashtag for today’s event is #GoMobile
  • 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
  • 48. 2D Codes 1. Marketer generates 2. Marketer deploys 3. User scans 2D code 4. User driven to 5. Marketer collects data 2D code 2D code promotion
  • 49. 2D Codes • Q: Where have you scanned a QR/Bar 50.0 code with your mobile phone? 37.5 Printed magazine or newspaper (49%) Product packaging (35%) 25.0 Website (27%) Poster or flyer or kiosk (24%) Business card or brochure (13%) 12.5 Storefront (13%) TV (12%) 0 Source: comScore MobiLens June 2011
  • 50. 2D Codes • 2D codes can drive people to websites, to phone numbers, to contact information and even to text messages
  • 65. 2D Codes Jamie’s Neanderthal Jamie’s High School Exhibit Photo Yearbook Photo
  • 68. Contact Rina Cook at 404-233-0332 or Ramon Larkin at 913-648-8333
  • 69. Contact Jerry Gentemann at 404-233-0332
  • 70. 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: Read everything you can about mobile media (start with MobileCommerceDaily.com) • Step #5: Claim your business on location-based applications • Step #6: Run a mobile ad campaign
  • 71. Mobile Media Action Plan • Step #7: Create a 2D or QR code promotion • Step #8: Design an iPhone or a Smart Phone app • Step #9: Encourage interactivity • Step #10: Integrate • Step #11: Track your results • Step #12: Test your way into success
  • 72. Contact Me To Download: 60SecondMarketer.com/blog Google Searches: Jamie Turner 60 Second Marketer Follow me here: 60SecondMarketer.com/blog @AskJamieTurner Contact me: Jamie.Turner@60SecondMarketer.com 404-233-0332