Mobile Marketing workshop at the License to Steal National Wine Conference, Apr 15, 2010 in Geneva-on-the-Lake, Ohio

1. ITI Marketing Inc.
Mobile Marketing Solutions
ITI Marketing (noun)
1. A dynamic group of world class marketers,
mobile software and design professionals who
provide innovative solutions.
Contact : Over 150 Mobile Clients:
andyuhlig@iti-marketing.com
Ph (912) 434-4546
Andy Uhlig,
Director Business Development
Andy has extensive experience in the travel
and tourism sector having worked over 25
years in various sales and marketing capacities
in the airline and Convention & Visitors
Bureau sectors. Andy ‘s intimate production
knowledge has led him to be a leader in new
business development.

2. 10 Mistakes in Mobile Marketing
Get ready to
The Power of the Mobile Web
Breaking Free from
“Dotcom Thinking”
Ready. Set. Mobilize

3. 10 Mistakes in Mobile Marketing
The Power of the Mobile Web
Breaking Free from “Dotcom Thinking”
Ready. Set. Mobilize

8. The Power of the Mobile Web
These days, it’s common to hear people describe the mobile
web as the biggest thing since the desktop web.
They’re wrong. It’s much, much bigger than that.
The vast potential of the mobile web is also due to the way people think
about and use their mobile devices:
 They’re always on.
 They’re always at hand.
 They’re always personal, rarely shared.
No other marketing medium can say any of these things, much less all three

9. Your Customers are Mobile – as should your Brand

11. The Power of the Mobile Web

13. The Power of the Mobile Web
 More people have mobile phones than Internet-connected PCs (4 billion)
 SMS penetration 50% and fully mainstream (82% of users <24 y.o.)
 82 million Americans can recall seeing advertising on their phone over last
3 months.
 Internet Advertising Bureau survey found that 62 percent of agencies,
media planners and advertisers believe mobile ad spending will continue to
grow and emerge in marketing budgets
 50,000 apps from iTunes App Store and Nokia, RIM, MSFT and other app
stores = 1 billion+ app downloads to date
 70% of people sleep with their mobile phones
 More than 60 million mobile views per month for New York Times; one of 4
apps pre-loaded on the Palm Pre
 Joseph Porus (Harris Interactive) ”Mobility could be recession-proof and be
one of the strongest ways of effectively marketing in tough economic times
 35% of mobile advertising campaigns cost less than $10,000
eMarketer, Harris Interactive, Forrester Research, Inc

15. The Power of the Mobile Web
57% of people now have access to the
Internet from their Mobile Phones
AND because of the relatively short time
that most people keep handsets
(18 months on average)
This Number is Rising FAST!

17. Breaking Free from “Dotcom Thinking”
The Power of the Mobile Web
Breaking Free from “Dotcom Thinking”
Ready. Set. Mobilize.

18. Breaking Free from “Dotcom Thinking”
Historically, marketers tend to approach every new medium in
much the same way as they approached the previous ones.
Early TV was like radio with heads. Early websites were static brochureware.
And early mobile websites have mostly been scaled-down or stripped back
desktop sites (or, worse, the same desktop website stuffed onto a small
screen).
This “dotcom thinking” has made for some pretty poor mobile web
experiences. But it’s fast giving way to a new generation of mobile websites
that exploit the unique potential of the medium.

19. Breaking Free from “Dotcom Thinking”
What is the Difference Between a “Traditional” Website
and a Mobile Site? Mobile Site
Traditional Web Site
World Wide Web:
• Ability to read voluminous text
• Time to search and discover
relevant information
• Ability to multi-task on a single
screen
Mobile Web:
• Screen size limits text
• Information needs are based on
location and situation
•Requires information be filtered
so only relevant info is delivered
View ExploreGeorgia.org on both your PC and mobile phone to understand the impact of this medium

21. Breaking Free from “Dotcom Thinking”
Mistake #1: Treating Mobile Users Like PC Users
Mobile users don’t want to download your photo library or
navigate seven levels of your website.
The first rule of creating great customer experiences
is to think about the kinds of things you want to
do when you’re out and about:
• You want fast access to relevant information.
• You want services that recognize you’re on the
move.
• You want location-aware, activity-specific
experiences.
Thousands of words, massive images, slow downloads. Lots of clicks - not good.

22. Breaking Free from “Dotcom Thinking”
Take into account the mobile user and
BEST the mobile device
PRACTICE
Georgia Tourism/GDEcD
m.ExploreGeorgia.org
Visitors may not want to
plan their vacation to
Georgia from their
phone, but they will
want to find a restaurant
or a great place to shop
on-the-go.

23. Breaking Free from “Dotcom Thinking”
www.tasteohiowines.com

24. Breaking Free from “Dotcom Thinking”

25. Breaking Free from “Dotcom Thinking”

26. Breaking Free from “Dotcom Thinking”

27. Breaking Free from “Dotcom Thinking”
Mistake #2: Ignoring the Limitations of the Mobile
Device
Phones can do many things PC’s can’t do but there are
limitations that marketers need to keep in mind.
• Screen Size
• Navigating without a Mouse
• No Printer
• Small Keyboard
• Bandwidth/Speed
• Data Plans

28. Breaking Free from “Dotcom Thinking”
Deliver fast, relevant and real time
BEST experiences designed just for mobile
PRACTICE handsets.
Spanair S.A.
www.spanair.mobi
The Spanish airline,
lets user check in from
their mobile device,
using the screen as a
boarding pass.
Who carries a printer
around with them?.

29. Breaking Free from “Dotcom Thinking”
Mistake #3: Failing to Exploit the Capabilities of the
Mobile Device
The best mobile websites exploit the many
things mobile devices can do. BEST
• Make phone calls • Send/receive e-mails PRACTICE
Just click to call Share/viral distribution
• Take pictures • Listen to music
Conduct photo contests Branded podcast, ringtone
• Make video recordings • Watch videos
Create sweepstakes Branded Trailers, commercials
• Text messaging • Manage calendars
Execute polls, votes etc. “Mark the date”
• Location-based awareness •Browse the Internet
Location specific offers Linking to mobile/social media sites
• Make payments
Generate bookings/sales

30. Breaking Free from “Dotcom Thinking”
Mistake #4: Using Frames (and Other Nasty Habits)
Stick to the Standards: Great Mobile Sites Follow Mobile Web
Best Practices.
• HTML Frames don’t work well in mobile design because most
devices don’t support them
• Page Orientation – Portrait NOT Landscape
BEST
• Second-level domain name – yourbrand.mobi (no www.)
PRACTICE
• Use XHTML-Mobile Profile – works across any mobile browser

31. Breaking Free from “Dotcom Thinking”
Mistake #5: Failing to Test Your Site for Mobile Readiness
The worst way to find out about usability problems on your
mobile site is from your user.
www.ready.mobi BEST
PRACTICE

32. Breaking Free from “Dotcom Thinking”
Mistake #6: Serving the Same Content in the Same Way to
Every Mobile Device
.mobi sites that are device-aware, performs perfectly for every
user, no matter what device they’re using.
BEST Solve Device Diversity
PRACTICE Problems:
Great Mobile Sites serve
up content optimized
specifically for each
unique mobile device.

33. Ready. Set. Mobilize.
The Power of the Mobile Web
Breaking Free from “Dotcom Thinking”
Ready. Set. Mobilize.

34. Ready. Set. Mobilize.
Mistake #7: Using a .com Name for a .mobi Experience
A .mobi name says “this site was
BEST designed from the ground up as a mobile
PRACTICE experience.”

35. Ready. Set. Mobilize.
Google Search: WITHOUT auto redirect: WITH auto redirect:
Georgia State Parks  www.gastateparks.org  www.georgiastateparks.mobi

36. Ready. Set. Mobilize.
Mistake #8: Hiding Your Mobile Website
Maximize Your Audience
Example: Example:
www.broadwayatthebeach.com www.visitblairsvillega.mobi
BEST
PRACTICE

37. Ready. Set. Mobilize.
Mistake #9: Not Actively Promoting Your Mobile Website
People can only spend time on your .mobi
if they know it exists!
BEST
PRACTICE

38. Ready. Set. Mobilize.
Mistake #10: Running Mobile Campaigns without a
.mobi Presence
Make your Mobi Site the Call to Action
Compose SMS Text
___________________
95495 BEST
___________________ PRACTICE
MOUNTAINS
Response:
Welcome to Blairsville, GA. For on-the-go info
including lodging, dining, events and more click
www.VisitBlairsvilleGA.mobi. To STOP, reply STOP

39. Ready. Set. Mobilize.

40. Ready. Set. Mobilize.

41. Ready. Set. Mobilize.
+ +

42. Ready. Set. Mobilize.

43. Ready. Set. Mobilize.

44. Ready. Set. Mobilize.

45. Ready. Set. Mobilize.

46. Ready. Set. Mobilize.

49. ITI Marketing Inc.
Mobile Marketing Solutions
ITI Marketing (noun)
1. A dynamic group of world class marketers,
mobile software and design professionals who
provide innovative solutions.
Contact me for more information: Over 150 Mobile Clients:
andyuhlig@iti-marketing.com
Ph (912) 434-4546
Andy Uhlig,
Director Business Development
Andy has extensive experience in the travel
and tourism sector having worked over 25
years in various sales and marketing capacities
in the airline and Convention & Visitors
Bureau sectors. Andy ‘s intimate production
knowledge has led him to be a leader in new
business development.