Mobile Marketing: What you need to know, or get left behind

Presenters:
Date:
Betsy and Terry Fontaine
Sept 16th, 2014

Lunch & Learn Mobile Marketing Seminar
Terry and Betsy Fontaine

Topics
Mobile Marketing Seminar
 Mobile Adoption
 Mobile Usage
 Mobile Marketing Defined
 Mobile Marketing Techniques
 Local Mobile
 The Future of Mobile
 About Strategic Mobile

Lunch & Learn Mobile Marketing Seminar

Mobile Adoption Mobile Marketing Seminar

Mobile Mobile Adoption Marketing Seminar

Mobile Mobile Adoption Marketing Seminar
In April 2014, Facebook reported 1.28 billion monthly active users and over 1 billion
monthly active mobile users. This time last year Facebook had 1.1 billion active
monthly users and 751 million monthly mobile users, an increase of 34 percent. It was
the first time it had over 1 billion mobile users in a single month.

Mobile Usage Mobile Marketing Seminar

Mobile Mobile Usage Marketing Seminar

*Google Retail Advertising
Blog
Mobile Usage

Lunch and Learn Mobile Marketing Seminar

Mobile Marketing Mobile Marketing Seminar
What is Mobile Marketing?
Connecting and Engaging
Customers Through and With
Mobile Devices

Mobile Marketing
What Major Brands Have
Noticed These Trends
and are Taking Action?

Mobile Lunch & Learn Marketing Seminar

Mobile Techniques Marketing Seminar
 SMS Text Messaging
 Mobile Applications
 Mobile Gaming
 Mobile Web Sites
 Reporting and Analytics
 Mobile Search and SEO
 Location Based Services
 QR Barcodes
 Mobile Video
 Inbound Marketing
 Social Media

Techniques | SMS
SMS is the Workhorse
of Mobile Marketing
SMS is an Opt-In Only channel. It is illegal to
send text messages for the purpose of
advertising if there is not written consent by
the receiver.

Here’s How SMS Works
 Mobile users subscribe by
sending a keyword as a
message to a short code. “Text
LimeMe to 59769 to receive a
free Margerita.”
 The text is received and the
phone number is put into a
database.
 This triggers an auto responder
that sends a text back to the
customer.
 The customer can be sent other
marketing messages and alerts
over time or until they
unsubscribe.

Techniques | SMS
 Text to Vote
 Text to Win
 Text to Screen
 Mobile Alerts
 Reminders
 Random Winner
 URL/Link Delivery
 Application Download
 Mobile Coupons
 Mobile Donation
 Mobile Business
Cards

Mobile Techniques Marketing Seminar

Techniques | SMS
65%
of Smartphone
owners are
open to
receiving offers
on their mobile
device.

Mobile Techniques | SMS Marketing Seminar
Mobile Business Cards

Techniques | SMS
Text to Vote
What is your favorite wine?
Text this : for this answer
Wine1 : Pinot Grigio
Wine2 : Chardonnay
Wine3 : Pinot Noir
Wine4 : Syrah

Mobile Techniques | SMS Marketing Seminar
Appointment Reminders
Schedule reminders to go out at
any time.
 Doctor Appointment
 Dentist Appointment
 Real Estate Appointment
 Business Meetings
 Team Event Reminders
 Seminar Reminders
 Game Day Reminders
 Schedule Weekly SMS
Coupons
 Schedule Weekly Menu
Specials SMS
 Weekly Newsletter Reminders

Mobile Techniques | QR Marketing Seminar
Every business has the ability to use a QR Code in
some fashion.
Use for lead capture and mobile conversions only if you
have the ability to create a database to capture mobile
numbers.

 Go to a website or mobile landing page
 Open a video
 Send an email or text
 Send a keyword to a shortcode to build a database
 Open map to your business
 Receive exclusive coupons, discounts, or giveaways
 Open customer feedback form or email
 Create calendar item
 Download vCard into contacts

Custom QR Codes

Mobile Techniques | Web Marketing Seminar
Why does design matter?

Mobile Health Check
Pick up your smartphone and go to your website. Ask yourself these
questions.
 Does it load in less than three seconds?
 Does it draw your eye to your key selling points
or message?
 Is the content easy to read?
 Is it easy to navigate?
 Is it easy to recognize and activate the call to
action?
 Does it provide a good user experience?
 Is it a website you would spend time on if it was
not your own?
If you mostly answered "no", then it's time to optimize your mobile site
and capture the traffic and sales you've been missing out on.

 Shrink to the size of its surroundings.
 Images and text will rearrange in a single
column.
 Goal is to present the screen without scroll
bars.
 It can mean less maintenance
 All content of your site is viewable which can
mean long load times.

CNN spent $15 million on a complete web redesign to
emphasize mobile. During th reveal of the new website
presentation, Zucker and KC Estenson, senior vice president
and general manager of CNN.com, respectively, repeatedly
emphasized the importance of mobile to CNN's future.
"Desktop [traffic] is flat. It's aging," Estenson said. "Mobile
growth [is] off the chart.
“Estenson presented a slide showing that CNN's mobile web
traffic is up 46% over last summer, and up 70% on CNN's
apps.
Altogether, mobile now accounts for 39% of CNN.com's
traffic, most of that from smartphones. "It will be as big as
desktop before we know it," Estenson said.
Siiimple Media Presentation September 17, 2014

 User is redirected to specific mobile site and not full website.
 Designed to optimize the mobile user experience.
Pros:
 Quick load times
 Content optimized for on-the-go users.
 Less expensive to implement.
 Can be implemented without changing full site.
Cons:
 Separate code base from full site.
 Must be optimized for all screen sizes.

 Separate code base from websites.
 Operating system specific (Apple, Android, Microsoft)
 Must download onto device and accessed via icon on
device.
 Recommend if it uses phone features such as
accelerometer, contacts, push notifications, etc.
 Good way to keep people thinking about your product.

Mobile Techniques | Location Marketing Seminar

 This provides a more targeted SMS campaign. How this
works
1.You must identify one or more geographic locations using GPS
coordinates.
2.Customers must opt-in to your SMS campaign just like any SMS
campaign.
3.When you send out your marketing messages, the message
will only be sent to those phones that are within your
geographic location you set up.
4.For example, say you have an online gaming service and
gaming is only legal for people in your state. You will target
SMS messages to go to only people in your state that have
opted in.
5.For example, say you have a coffee shop in a strip mall. Set
up a geofense around all the stores in the strip mall and
surrounding roads. Send a coupon for a free scone with a
coffee purchase in the morning and late afternoon. If you say
the coupon is only good for the next hour or two, people will
come runnning.

Location Based SMS
1.Peter Piper tries location-based advertising to build SMS
database
Pizza chain Peter Piper rolled out a pilot program to several of its
Texas locations this year that targeted in-app ads to consumers
who were nearby stores.
2.The ads were day-parted to either serve lunch or dinner offers to
consumers and included a call-to-action that prompts consumers
to type in their mobile phone number to join Peter Piper’s SMS
program.
3.To build an ongoing relationship with consumers after they clicked
on the mobile ad, Peter Piper chose to start building up an SMS
database, pointing to the need from marketers to load mobile ads
with calls-to-action that drive long term engagement.

Mobile Techniques | Reporting Marketing Seminar

Mobile Techniques | Squeeze Marketing Seminar
Landing ‘Squeeze’ Pages
Designed to convince, cajole, or ‘squeeze’ a visitor into
providing one of their most sought-after and coveted
pieces of personal data: the email address
It’s a TRAP!!
Remember the trash compactor scene in Star Wars? Squeeze pages work a
little like that. Once you have an email address and a proven track record
with the prospect, they are more likely to give up the phone number for
mobile marketing purposes.

Mobile Techniques | Squeeze Marketing Seminar
What makes a good squeeze page?
No links off the page. Do provide a way to close the
page.
Minimum content above the fold.
Have a very desirable offer.
Email course
E-book
Whitepaper collection
Templates/Design Aids
If you make it a pop-up, don’t be annoying
If splash page before your website home page, be
clear it is not your home page and provide an easy
way to leave the page and go to home.

Mobile Techniques | Inbound Marketing Seminar
Inbound Marketing – Fishing with Chum
Content marketing will drive quality web traffic like chum bring fish to
the boat, but premium content is stuff with hooks that they can’t get
enough of, if the presentation is right.

THE CHUM (BAIT):
Blogging
Article Writing
Web Page Content
Social Media Content
Online Press Releases
Info-graphics

The Hook: Premium content that
solves their problem
Case Studies
White Papers
Executive Briefs
eBooks
Lists
Guides

Local Mobile Marketing Seminar
Google Research shows that local-mobile
consumers want to connect with local businesses.

Local
Location-based social networking sites such as
FourSquare, Google Places, Yelp, and Facebook
Places have quickly gained in popularity as
consumers have begun using their Smartphones
more and more while on the go.

Local
• FourSquare allows users to check-in to location
and broadcast location via app, email, social
networks.

Local
• Yelp allows users to check-in to location and
broadcast location via app, email, social networks.

Local
• Google Places allows users to find nearby
businesses, get directions, call a business, check-in
to a location and find friends nearby.

Future Mobile Marketing Seminar
The constantly evolving market includes
technologies far beyond just mobile web
browsing and apps.
Some major examples of these technologies are:
• Augmented Reality
•Mobile Payments
• Near Field Communication (NFC)
• Bluetooth Proximity and WiFi
• iBeacon

Mobile Future Marketing Seminar
 A cutting-edge technology that creates a
digitally enhanced view of the real world.
 Uses the camera and sensors in a
smartphone or tablet and adds layers of
digital information – videos, photos, sounds –
directly on top of items in the world around us.
 Wikitude
 Blippar.com

Future
Despite a concern for private information security,
direct ecommerce through mobile phones is
growing among users.

Future
Near Field Communication (NFC) is a wireless
technology that allows devices to communicate
with each other over short distances.

Bluetooth Proximity and
Wifi is another wireless
technology that allows
devices to talk to each
other, but is used over
long distances.

 Involves setting up Bluetooth "broadcasting" equipment at a
particular location and then sending information which can be text,
images, audio or video to Bluetooth enabled devices within range of
the broadcast server. Other standard data exchange formats such as
Vcard can also be used.
 One barrier to consumer receptiveness to NFC campaigns is that
consumers have to initiate the communication by tapping their phone
to the NFC chip in the poster or sign. They also have to figure out
that they have the ability to tap for more information.
 In contrast, Bluetooth and Wi-Fi-based proximity marketing
campaigns use a technology that is already standard on nearly all
handsets to deliver an opt-in message directly to the device that
consumers already use for most of their communications on the go.
Consumers aren't required to initiate the transmission: A well-designed
Bluetooth/Wi-Fi campaign sends a message to all consumers
who come within range, which can be as far away as 300 feet.

iBeacon
Apple's implementation of Bluetooth low-energy (BLE)
wireless technology creates a different way of providing
location-based information and services to iPhones and
other iOS devices. Also works with Android 4.3 and later.

 The beacons themselves are small, cheap Bluetooth transmitters. Apps installed on your
iPhone listen out for the signal transmitted by these beacons and respond accordingly when
the phone comes into range.
 For example, if you pass a beacon in a shop, the retailer's app (assuming you have it installed)
could display a special offer alert for you. On a visit to a museum, the museum's app would
provide information about the closest display, using your distance from beacons placed near
exhibits to work out your position. As such iBeacon could be a much better option for in-door
mapping - which GPS struggles with.
 The technology could be a big step towards mobile payments, something smartphone makers
have been looking at for a long time without getting it right. Running the technology which
breaks through and becomes the standard is going to be very lucrative. As such iBeacon is not
the only game in town - PayPal is working on its own 'PayPal Beacon' technology - expected
next year - which will allow shoppers to 'check-in' and pay for goods from the PayPal account
on their phone.
 Depending on how iBeacon evolves and is adopted it could form an important part of Apple's
ecommerce and mobile payments effort. For example, the combination of iBeacon and
Passbook could allow you to get sent a coupon while in a store and buy something without
ever seeing a member of staff. Equally, shoppers may find the whole thing slightly unnerving
and ignore it altogether.

Mobile About Us Marketing Seminar
We are different. We understand that mobile marketing is not a one size fits all
solution. Your customers are unique and we will help you build a unique
strategy for them. We don’t just give you the ability to build a database and
send group text messages. We are your full service mobile marketing partner
every step of the way, at about the same cost of those other text marketing
companies.

Local SEM Company About Us for Small Business
Our Services
 SMS Message
Scheduler
 Bulk SMS
 SMS Coupons
 Landing Pages
 Squeeze Pages
 Mobile Websites
 QR Codes
 Mobile Apps
 Short Code Hosting
 Social Media Integration
 Custom QR Codes
 Text Polls
 Text to Win
 Mobile Kiosk
 Mobile Business Cards
 Seminars
 Drip SMS
 Reporting and Statistics

Mobile About Us Marketing Seminar
Thank you!
Contact Betsy or Terry Fontaine for more
information
sales@strategicmobilebiz.com
210.802.8398

http://www.strategicmobilebiz.com/
https://www.facebook.com/strategicmobilebiz
https://www.linkedin.com/in/betsyfontaine
betsy@strategicmobilebiz.com
www.linkedin.com/pub/terrell-"terry"-
fontaine/b/875/4
terry@strategicmobilebiz.com
https://www.linkedin.com/company/strategic-mobile?
trk=ppro_cprof

Mobile Marketing: What you need to know, or get left behind

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