What’s New in Mobile Marketing:
The 5 Most Important Mobile Strategies for
Your Company in 2014
Darin Swick
President
WSI Advanced Web Profits 1

Agenda
• Darin Swick and WSI
• The Growth and Impact of Mobile
Marketing
• Mobile for B2C Versus B2B
• Top 5 Strategies for Mobile Marketing
• Supporting Platforms and Technology
Required
• Combining In-House and Outside
Marketing Resources
• Tools & Resources

About Darin
• Founder, Global Digital Enterprises, Inc.
• Franchise Owner “WSI” Digital Marketing Agency
• Background: Deloitte Consulting, Ernst & Young, IBM, and EMC
• Work with Business Leaders interested in 3X growth or more
Consulting Philosophy
“If You Can’t Draw A Picture Of It,
You Don’t Understand It”
“If You Can’t Measure It, You
Shouldn’t Do It!”

The Growth of Mobile Marketing

Convenience or Obsession?
Fifteen percent of Americans answer their cell phone
…while having sex
Seventy-five percent of Americans admit to using their
phone
…while in the bathroom
Nine million have shopped using a mobile device
…while in a meeting at work
44% of mobile users
…sleep with their phone next to their bed
because they wanted to make sure they
didn’t miss any calls or texts during the night

Why Do We Care As Marketers ?
In 2014, mobile internet usage…
…exceeded desktop usage
61% of Mobile Searches result in….
…phone calls placed to a business
90% of Mobile Searches lead to an action…
…and more than ½ of these lead to a
purchase
80% of Mobile Users use text messaging…
…this was only 58% in 2007
98% of SMS and MMS messages are opened…
…29% Twitter, 16% Facebook, 12% Email

Local and National Ad Dollars Growing

Behavior Drives Strategy
• Consumers spend 15+ hours
per week researching on
mobile sites.
• 48% of consumers start
mobile shopping-related
research using search
engines v. branded web
sites.
• 69% of consumers expect a
business to be within 5 miles
of where they’re located.
• 55% of consumers want to
purchase within an hour,
83% within a day.

Mobile Marketing
B2C v. B2B

B2B v. B2C Marketing:
Are They Really That Different?
For B2B or B2C the same mobile marketing principles apply…. What is
your consumer trying to achieve?

Top 5 Strategies for Mobile Marketing

Mobile Myths and Learning's
• It’s NOT about the DEVICE!
• It IS about the USER – specifically the user
JOURNEY
• Your USER’s don’t care about the technology,
but you need to
• Mobile “compatible” is not mobile “optimized”
• Your mobile strategy needs to be consistent
and integrated with your multi-channel
strategy

Fundamentals First
Strategy Precedes Action!
1. Understand the User Journey – site, mobile, social
2. Analyze your competitors
3. Set clear business objectives – online sales, offline
engagement
4. Set your success criteria and measurement process
5. Select the right supporting technologies and platforms
6. Establish analytics and measurement tools

What Are the Key Mobile Strategies?

1. Strategy guides design
2. Select the right architecture
o Dedicated Mobile Site – It’s own website; highly customizable, more
complex to manage.
o Responsive Design – One site that sizes to any device; manage
content in one place.
o Hybrid – Incorporates both Dedicated and Responsive elements;
consistent look on different devices, but flexibility to display different
pages on different sites.
3. Apply modern design principles
o Prioritize your content
o Setup your most important
hyperlinks (calls-to-action)
o Add phone integration
Strategy #1: Create Your Mobile Site

Creating a Mobile Friendly Site
Guidelines
Challenge Solution
Content must
be succinct
100 words per page MAX
Keep website
synced to
mobile
Direct content feed from
desktop website (RSS,
XML)
Fewer &
smaller
images
Small and quick to load
Clear
navigation
Smartphone navigation
best practices for usability

Steps in Creating a Mobile Friendly Site
Basic Steps Comments
Develop a Strategy What will your visitors/customers want the most
from your site? Strive for simplicity | Focus on
Usability.
Prioritize Hierarchy of Information Pick no more than 5 visible menu options that then
open to additional options – ALL VISIBLE
WITHOUT GLASSES!
Optimize with the Right Keywords For SEO purposes, use the most highly searched
Keywords specific to your business so that you are
FOUND easily.
Incorporate Branding Carry your branding images from you main website
over to your mobile site – be consistent!
Optimize Functionality Buttons should be easy to push, “activate” when
pushed, and should be obvious.
Update Often Mobile site should sync with your main website
automatically and reflect ongoing updates.

Example of Customer-Driven Design

Strategy #2: SMS & MMS
• SMS
o Most common phone-based
activity among all U.S. cell phone
users of all ages
o Used by doctors to remind
patients of appoints and airlines
to update passengers on flight
status
• MMS
o Sending images, audio and video
with or without text
o Usually limited to smart phones
and tablets

SMS & MMS
• SMS – Only appropriate with permission!
o Immediate Response – Discount codes
o Planned Timing – Planned Event
o Triggered Message – Product is shipped
o Newsletter or Promotion – Special offers
FACT:
Over 99% of SMS messages are opened,
and over 90 percent are opened within
the first 3 minutes

Short Codes
Short Codes are special telephone
numbers, significantly shorter than
full telephone numbers that can be
used to address SMS and MMS
messages

Strategy #3: Mobile Display
• Targeted advertising
purchased through an ad
agency, via mobile
advertising network or
digital marketing consultant
• Popular networks: iAd
(Apple), Millennial Media
(Independent), Ad Mob
(Google) and others

Mobile Display Targeting
• Custom audiences -- TV fans,
telecom switchers, business
travelers, etc.
• Geographic targeting -- Country,
City, Neighborhood, etc.
• Demographic targeting
• Time of day targeting
• Retargeting
• Carrier/handset targeting
• Age of device/profile
• Banners & Videos
• Calls-to-action like click-to-call

Strategy #4: Mobile Paid Search
• Can be highly targeted to get
specific ads to specific mobile users
– high conversion rates
• SPEED – Can be #1 in the search
stack
• Complex – Hire a professional to
perform:
o Keyword research
o Create Ad Copy
o Create Features
o Select Targeting Criteria
o Set budgets and bids

Strategy #5: Email Marketing
FIRST, OPTIMIZE FOR MOBILE!

Strategy #5: Email Marketing
Test the Following:
1. Easy to Read?
2. Easy to Scroll?
3. Easy to Click?

Simple, but Effective Tips
Personalize your email content…
1. Segment your messages to smaller, like groups –
send more relevant information!
2. Provide more visually compelling campaigns
3. Make it easy to socially share
4. Make sure your links go to other “optimized”
landing pages also
5. Get to the point QUICKLY and make sure your
primary CTA is front and center

Supporting Platforms

Choose an Integrated Platform
It should integrate data and analytics for:
1. Website engagement and search
2. Landing page campaign performance
3. PPC and Search campaign management
4. Retargeting campaign management
5. Social media engagement and advertising
6. Local listings management
7. Email campaign setup and management
8. Reputation management (reviews platform)
9. MOBILE campaign performance

Combining In-House & Outside
Marketing Resources

When it Works:
• Owns the outcome
• Knows their customer
• May lack knowledge
regarding latest
mobile strategies
• Limited internal
resources
• Prefers to lease
versus build
expensive technology
• Has more than one
job
• Learns and adopts
Your Team Partner Team
• Shares in outcome
results responsibility
• Deep knowledge of
mobile strategies and
technology
• Proven delivery
processes
• Utilizes and maintains
robust, dynamic
technology platforms
• Creates acceleration
• Teaches and transfers
knowledge
Regular communication the
“glue”

Other Ideas
Mobile marketing is limited only by your
imaginationEngage Your Customers
 Welcome Programs
 Information Requests
 Voting
 Contests and Sweepstakes
 Event Alerts
 New Product Releases
Start Conversations
 Store Locators
 Exclusive Offers
 Item Availability Notices
 Text for Callback
Create Loyalty
 Shipping & Delivery Alerts
 Surveys
 Text for Customer Care
 Warnings
 Re-permission and Win-Back

Examples

American Red Cross
• The American Red ross encouraged
donors to text HAITI to 90999 to give $10
to the Haiti Earthquake relief efforts.
• The campaign raised more than $32 million
from 3 million unique donors, 95% of whom
were first time donors.
• Takeaway: Mobile can be used as both a
marketing tool and an operational tool
which can streamline your processes.
Taking advantage of both aspects
increases your likelihood of success.

Heineken
• In 2010, Heineken launched a mobile
game to coincide with the Champion
League soccer games.
• The game, which could only be accessed
while the UEFA game was being
broadcast, challenged players to predict
what would happen next in the live game.
• Takeaway: people are usually multitasking
while on their phones, if you embrace this
fact instead of trying to fight it, you will
drive higher engagement.

True Blood
• Prior to launching the third season of
HBO’s True Blood, the show ran a mobile
ad campaign to drive buzz.
• While on sites that featured the ad, finger
taps would appear bloody on the screen,
followed by a stream of blood coming down
the screen and a pop up banner ad for the
show.
• Takeaway: Mobile banners can be hard to
see, so break through the clutter with
innovative and mobile-specific creative.

The Westin
• The Westin launched geo-enabled ads on
the Weather Channel.
• When in a chilly location, ads would appear
that prompted the user to wipe off the
virtual frost to reveal 8 warm weather
Westin destinations.
• Takeaway: Take advantage of the fact that
you can receive geographical information
about your users on mobile. Geo-enabled
ads perform 4-5X better than ads that don’t
take geography into account.

Brisk
• Brisk used popular photo sharing app, Instagram to run a
promotion where users could submit photos through the app
for the chance to have their photo on limited edition cans at
2011 SXSW.
• Takeaway: You don't have to spend millions to get into
mobile. Sites and apps like Instagram, Foursquare and
Gowalla are free and can be used to get your foot in the door
of mobile marketing.

Southwest Airlines

Predictions
43

Prediction # 1
“IF YOU ARE NOT MOBILE YOU WILL LOSE”
44
50%have made
a purchase with one.
81%of smartphone users
have done product research via
smartphone and
[ research from Prosper Mobile Insights ]

Prediction # 2
45

Prediction # 3
46

Mobile of The Future?

Tools & Resources

Thank You!
Darin Swick
President, WSI Advanced Web Profits
WSIAdvancedWebProfits.com
Darin@wsiadvancedwebprofits.com
(303) 881-9192
LinkedIn: https://www.linkedin.com/in/darinswick
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