My talk from the Social Media Club Columbus event on Mobile Marketing. This was presented in their "rapid fire" format in five minutes.

1. Social Media Club Columbus
Mobile Marketing 101
7 Truths About Mobile
(and a Lie)
Bill Lit n / Shift Global
@blit n / @shiftglobal
21 June 2011

2. First. Some truths.

3. 1. More than 1/2 of
top advertisers have
spent < $100k on
mobile marketing.
(CNN)

4. Where is the mobile marketing spend?
13%
7% 2008 15% 2010
31%
54%
80%
< $100k $100k - $1M $1M+

5. 2. When it comes to
media, mobile has
nearly doubled the
length of the day.
(Yahoo! and Google)

6. Mobile has doubled the day.

7. Mobile has doubled the day.
9-11PM

8. 3. QR Codes, Location,
NFC, Gamification,
Sharing, Social...
These are tactics,
not solutions.

9. 4. Location is way
more than check in.

10. Location is way more than check in.
Proximity. Not just where am I, but
what and who else is around me.
Sense of place. What trail has been
left by me and those before me.
Taste-making. Increasing my social
value to peers through my actions.

11. Location is way more than check in.
And that doesn’t even get into...
Geofencing.
Deals.
Games.
Photos.
Travel, etc.
You get the picture.

12. 5. When it comes to
reach, mobile web
trumps apps. Period.

13. Mobile web trumps apps for reach.
Traffic volume. Millions of visitors
clobbers thousands of downloads.
Search ubiquity. Much easier to rank
well in Google than in any app store.
Owned channel. Very easy to redirect
a .com visitor to the m.com experience.

14. 6. Mobile web.
It’s the Internet,
just smaller.

15. It’s the Internet, just smaller.
Focused experience. Scale of the
screen forces a curated approach.
Distribution control. Not beholden
to Steve Jobs or any app store.
Common platform. HTML/JS/CSS are
staples in everyone’s kitchen.

16. 7. Mobile is way more
than an app and
mobile web.

17. More than your app. Here’s just three examples.
SMS. ~4-5 Billion people will send 10
Trillion messages by 2013.
Facebook. ~350 Million mobile users.
Mobile users twice as active.
Phone. The original killer app.

18. Now. The Lie.

19. “Yeah,
we do
mobile.”

20. “Yeah, we do mobile.”
Strategy? UX? Design?
Ask to see the work.
iOS? Android? Mobile Web?
Ask to see the work.
You get the picture.

21. Thanks for your time.
You guys rock.
Bill Litfin / @blitfin
blitfin@shiftglobal.com
Shift Global / @shiftglobal
www.shiftglobal.com