Insivia Seminar Series: Mobile Marketing
30 Apr 2013•0 j'aime•485 vues
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Insivia Seminar Series: Mobile Marketing
- 1. A Strategic Marketing & Sales Agency Mobile Marketing
- 3. Any marketing activity conducted through a ubiquitous network to which consumers are constantly connected using a personal mobile device. - Andreas Kaplan Marketing Professor “ ”
- 4. Mobile phones will overtake PCs as the most common web access device worldwide by 2013
- 5. Engagement per medium
- 6. How can you benefit from mobile marketing?
- 8. Source: Marin Software
- 9. Elements of Mobile Marketing ● Mobile website ● SMS Marketing ● MMS ● Apps ● Coupons ● Push notifications ● In-game mobile marketing ● QR codes ● Location-based services ● User-controlled media
- 10. Strategy is always first
- 11. Mobile tactics, where do you start?
- 12. Mobile vs. Responsive
- 13. Creating the right Mobile experience
- 14. In December 2011, 47% of the total mobile audience in the U.S. Used apps
- 18. Monitor Your Current Traffic
- 21. Quirktools.com/screenfly
- 22. Create a Unique Mobile Experience Easy to Navigate Make “Calls to Action” Standout
- 23. Send Optimized Traffic to your Mobile Marketing Channels
- 29. Q&A Title:insivia-logo.eps Creator:Adobe Illustrator(R) 16.0 CreationDate:1/24/13 LanguageLevel:2
Notes de l'éditeur
- Back to basics: What is mobile marketing? Mobile marketing is marketing on or with a mobile device, such as a cell phone or tablet. This world is even still in it's infancy. Google glasses, iWatch, fast changing devices, the blurring between tablets and laptops, tablets and phones integrating with our tvs... Mobile is where it will be at, it will be the fastest growing platform for interacting with people
- State of Mobile Marketing In 2012, the U.S. saw a 55% increase in smartphone subscriptions to make 98 Million smartphone subscribers. representing nearly 42% of all U.S. mobile users. (comScore 2012) 50% of the population will use/adopt tablets by 2016 24% of consumers accessed an online shopping site using mobile during Black Friday in 2012. (IBM) US. Mobile & Social media revenue – including consumer and business access, content, advertising and marketing – increased 30.2% to $45.38 billion in 2011. (PQ Media via Mobile Marketing Watch) The global mobile ad market will grow from $3.4 billion in 2012 to $22.0 billion 2016. (Berg insight via B2B) 49% of mobile and tablet users conduct local business searched on apps.
- Benefits of Mobile Marketing Cost effective Easily measured / Instant results Higher open rates Always available Quickly accessible East to work with Increased viral potential Mobile payment Advantages of Mobile over other mediums Reduced targeting errors and improved data management Improved Time Relevance Location Awareness Most likely to be read Targeting ability
- How mobile integrates - Much of our current marketing is now done on mobile. - Social media is on mobile. - Our websites - Business functions - software into our customer experience - news, research, shopping and education comes through social platforms more than news sites, papers and tv
- Paid search clicks served by Google on tablets increased from 6% to 10.7% in 2012. According to Marin Software, by the end of 2013 the share of tablet clicks will double in the US, accounting for 20% of Google's paid search clicks. Conversion In 2012, paid search conversion rates for tablet devices increased by 31% while smartphone and desktop conversion rates increased (% and 7%. By December 2013, Marin Software estimates that tablet conversion will surpass those of desktops. Click-Through Click-through rates for search ads on tablets were 37% higher than ads delivered on desktops, with the average cost-per-click on tablets 17% lower than on desktops.
- Elements of Mobile Marketing Mobile website SMS Marketing MMS Apps Coupons Push notifications In-game mobile marketing QR codes Location-based services User-controlled media
- Obviously mobile is important. And there are a lot of ways we can start making mobile part of our business. So where do we start. With a strategy and analytics. Understanding your audience. An understanding the cost benefit analysis.
- Mobile & Responsive Websites Mobile: A mobile site is essentially a copy of your website, where the server does the work to deliver an optimized page that’s smaller and easier to navigate. The solution can really customize a unique experience for mobile users. A good choice when it might be too expensive to redesign responsively. Responsive: In responsive design, the device does the work and automatically adjusts according to a device’s screen size (large or small) and orientation (landscape or portrait). It switches between these options on-the-fly. A very good and flexible solution.
- Mobile & Responsive Websites Mobile: A mobile site is essentially a copy of your website, where the server does the work to deliver an optimized page that’s smaller and easier to navigate. The solution can really customize a unique experience for mobile users. A good choice when it might be too expensive to redesign responsively. Responsive: In responsive design, the device does the work and automatically adjusts according to a device’s screen size (large or small) and orientation (landscape or portrait). It switches between these options on-the-fly. A very good and flexible solution.
- A mobile application (or mobile app) is a software application designed to run on smartphones, tablet computers and other mobile devices. How can a business benefit? provide customer service (e.g. banking or transaction apps) add value (e.g. apps that enhance customer relationships or experiences) make money (e.g. selling apps based on the business' intellectual property) do their business (e.g. tools for frontline or remote workers to access customer databases, fill in timesheets or manage inventory).
- SMS & MMS Marketing Platforms SMS: SMS (Short Message Service) messages are limited to 160 characters and are the most common type of text message consumers receive. MMS: MMS Marketing messages (Multimedia Messaging Service) are text messages that include embedded images, video, and audio files that can be placed together in a slide show and can include up to 2,000 characters of text.
- QR (quick response) codes are two dimensional codes made up of black and white squares arranged within a grid on a larger square. They are most frequently used to encode text and website URLs, and can be read by scanner applications available for the majority of smart phones. QR Code scans increased 300% in 2011 over 2010 (Scanlife) QR cose usage jumped 617% from january to December 2011 in top 100 magazines. (Nellymoser)
- Contact a mobile marketing agency that they can work with or use a self-service online tool such as Ruxter to get started. Online tools are an excellent start for small businesses, and you can find agencies that are willing to work with small- to medium-sized businesses, and they will help in creating a strategy and a plan so that you can receive the most benefit when it comes to mobile marketing. A mobile marketing agency can help with educating companies on the commitment and providing them with education that can guide them through the learning curve so that they can do mobile marketing on their own.
- Monitor your current connections, see if people are interacting with your company via mobile devices and which ones Get your finger on the pulse of your business At this point, it does not matter where your traffic is coming from, start with web traffic then break it down by channel Seeing how people are currently accessing your material will give you a better idea of future strategy
- lets you see how people are accessing your site • helps you better understand your customers • develop strategy based on user experience
- the web has changed • its not just about your website anymore
- • check and see what your customers see • adapts to any device
- Review your marketing goals If you are already on Facebook, Twitter, Foursquare or already have a strong website, use these forums to drive traffic to your mobile website. Determine what you want your mobile website to say and then say it clearly with user friendly applications. Be sure that the interaction a customer has on the mobile website is unique, creative and engaging. Make sure it is clear how the mobile website offers something new, fresh and different than your traditional website. Make sure your message is coherent and comes together with your larger marketing plan. Get help from someone who knows how to do this
- • you now have a well oiled machine, send this traffic to unique mobile channels App, sms marketing channels - download our app - sign up for exclusive deals/discounts
- Shortcode and a Keyword There are requirements that a company will need in order to participate in mobile marketing. Now, companies can buy their own shortcode, but that will cost them between $1000 to $1500 per month. - Recurring costs vary. You can pay anywhere from .05 to .20 per SMS message sent. The amount you pay really depends on the volume of messages that you plan to send
- What other requirements does a company need to be aware of? It's important that companies become aware of regulations put out by the MMA (Mobile Marketing Association). The MMA is the guardian angel or watchdog, if you will, of mobile marketing. They have close ties with carriers and, because of that, they have developed guidelines for best practices. If there is mobile marketing abuse, it will be stopped.
- Integrate into your products and services - qr codes - sms - email optins / mobile optimized - app downloads - lead gen / face to face If you are going to use tablets or smartphone technology in your on-site customer service setting, be sure your associates are fully trained and confident in the medium before you involve the public. Be sure to be able to track and obtain reliable data for review.
- How to be successful? integration It's about engagement and reach, and without that integration, you lose the power the mobile marketing holds. permission-based form of marketing — so make sure that your offers are unique. No repeat offers that you are broadcasting elsewhere — make the offer unique and something that they won't find elsewhere. Offerings must be unique to be valuable.
- Common Mobile Marketing Mistakes Sending the wrong message (Content sent that isn't mobile friendly) Targeting Too Much (Instead of focusing on highly individualized marketing, try to be more practical and use data you have to select your target) Ignoring privacy (Make sure you use personal information by following all industry regulations and best-practices)