Knabusch Shoemaker Internet Marketing Seminar, April 7, 2011 (High Point Market)

1. Mobile Marketing
• Why Mobile?
• Common Misconceptions
• Mobile Options
• How to Choose

2. Why Mobile?
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3. Why Mobile?
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5. Internet Access
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6. Why Mobile?
228,000,000
Mobile Users
(U.S., 13 and older)
U.S. pop:
307,000,000

7. Why Mobile?
31% own
smartphones

8. Why Mobile?
38%
access web
via
mobile

9. Common Mobile
Misconceptions

10. Misconception #1:
Mobile = Out of House

11. Fact: 60% of mobile
use = in-home
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=130612

12. Takeaway: They’re checking
you on mobile...
34% while
Reading
39% while Online
50% while Watching TV

13. Misconception #2:
“Gotta Have An App”

14. Fact: Apps are expensive
Average cost per app: $20,000.
x three platforms
= $60,000.
Plus distribution / marketing
Plus on-going maintenance
($5,000 per platform per year)

15. Fact: 26% of apps
used only once

16. Misconception #3:
Mobile Social, QR are Free

17. Fact: Many robust
tools reasonably priced

18. Range of
mobile options
App +
Augmented Reality
Application
Text Messaging
QR codes
Social +
Email +
Mobile
Mobile

19. Degree of Difficulty
App +
Augmented Reality
Application
Text Messaging
QR
Social +
Email +
Mobile
Mobile

20. Minimum: Mobilize Existing
Email and Social Channels
Browse our new collections now!

21. What’s right for me?
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22. Two Keys
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23. Key #1: Audience
Demographics
Parents of young children:
• Discounts
• Facebook, blogging
• Related content
• Rich media

24. Key #1: Audience
Demographics
Sophisticated, urban:
• SMS
• Twitter
• Rich media

25. Key #1: Audience
Demographics
Affluent, suburban:
• QR codes
• Facebook
• Rich media

26. Key #1: Audience
Demographics
Wealthy:
• Smartphone applications
• Augmented reality
• QR codes
• Rich media

27. Key #2: Budget

28. Mobilizing Email and Social, QR
Per Month
$500
$375
$250
$125
$0
Email + Social + QR
Mobile Mobile

29. SMS = upfront spend,
volume sensitive
Per Month
$1,500
$1,125
$750
$375
$0
Email + Social + SMS
Mobile Mobile QR (minimum)

30. Applications: by far most
expensive option
Per Month
$15,000
$11,250
$7,500
$3,750
$0
Email + Social + App
Mobile Mobile QR SMS* App + AR

31. Discuss budget and
expectations

32. Example: Text Messaging

33. Example: Application +
Augmented Reality

34. Thank you!
?