Lunch & Learn: Localized Mobile Marketing
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Lunch & Learn: Localized Mobile Marketing

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Mobile usage continues to grow at an exponential pace, with innovation coming at breakneck speeds. Smartphones account for 58% of the U.S. cell phone market share, and 50% of searches conducted on ...

Mobile usage continues to grow at an exponential pace, with innovation coming at breakneck speeds. Smartphones account for 58% of the U.S. cell phone market share, and 50% of searches conducted on those smartphones have local intent. This means that optimizing and engaging local customers proactively through mobile has become a necessity not a luxury. The Formic team outlines how all of this comes together: the growth of the mobile devices, best practices for optimizing your website for mobile, local & mobile advertising tactics, local-social opportunities and what’s on the horizon.

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Lunch & Learn: Localized Mobile Marketing Lunch & Learn: Localized Mobile Marketing Presentation Transcript

  • Lunch & Learn:Localized Mobile MarketingPresenter:Date:Location:Alex PeerenboomJune 12th , 2013Formic Media
  • Formic Team Localized Mobile Marketing• Launched in 2008 to service small business &partners• Specializes in search, PPC, and social media forlocal businesses• 100% of Account Team Google AdWords &Google Analytics Certified• 7 employees & 45+ clients• Strategic partnerships (SEMA, AlphaGraphics,etc.)• Focus on education via monthly Seminar Series
  • Agenda Localized Mobile Marketing• Growth of Mobile Industry• Mobile User Profile• Local Options for Mobile• Mobile Website Optimization• Local Listings• Mobile Advertising• Social Media• Key takeaways
  • Lunch & Learn Localized Mobile MarketingGrowth of the MobileIndustry
  • Growth of Mobile Localized Mobile MarketingSmartphones and tablets have exploded in growthin a short period of time.
  • Growth of Mobile Localized Mobile MarketingAnd that has had a big effect on web traffic (withstill lots of room to grow).
  • Growth of Mobile Localized Mobile MarketingSo we don’t spend as much time on desktopsanymore.
  • Lunch & Learn Localized Mobile MarketingMobile User Profile
  • Mobile User Profile Localized Mobile MarketingDesktops own the workday, but mornings andnight are for mobile.
  • Mobile User Profile Localized Mobile Marketing*Econsultancy ReportSo what are people doing on mobile?
  • Mobile User Profile Localized Mobile MarketingWhy are they searching on mobile?
  • Mobile User Profile Localized Mobile Marketing*Econsultancy ReportHow much time are they spending on theseactivities?
  • Mobile User Profile Localized Mobile Marketing*Google Retail Advertising BlogWhat about when they are in a shopping mode?
  • Mobile User Profile Localized Mobile MarketingWhat about supporting local businesses?
  • Mobile User Profile Localized Mobile MarketingMobile searches with local intent will soonsurpass desktop searches with local intent.
  • Mobile User Profile Localized Mobile MarketingWhy type of information do people find helpful?
  • Lunch & Learn Localized Mobile MarketingMobile Options for LocalBusinesses
  • Mobile Design Localized Mobile MarketingIf you have a website already, it startswith making it mobile friendly
  • Mobile Design Localized Mobile MarketingWhy does design matter?* Google How To GoMo
  • Mobile Design Localized Mobile Marketing
  • Mobile Design Localized Mobile Marketing• Best Practices• Keep it quick• Make it easy to convert• Simplify navigation• Make it local• Be thumb-friendly• Make it seamless• Design for visibility• Make it accessible• Listen, learn and adapt
  • Mobile Design Localized Mobile Marketing
  • Lunch & Learn Localized Mobile MarketingLocal Listings
  • Local Listings Localized Mobile MarketingIt’s one of the first places people will see you.
  • Local Listings Localized Mobile Marketing• Benefits:• Reviews & ratings• Customers can find you easier• Customers can call you easier• View photos & video• Can make you visible if you don’t have awebsite (and bring you more visitors if youdo).
  • Local Listings Localized Mobile MarketingWhat does it take to rank (according to DavidMihm?
  • Local Listings Localized Mobile Marketing• Best practices:• Get your information out there (NAP)• Provide as much information as possible• Make sure your information is accurate andconsistent• Help your customers leave reviews/ratings• Build your content• Get inbound links to your site
  • Lunch & Learn Localized Mobile MarketingMobile Advertising
  • Mobile Advertising Localized Mobile Marketing• Paid results on mobile search results pagestake up a significant portion of screen real estateand lead to significantly higher CTRs.
  • Mobile Advertising Localized Mobile Marketing• Google AdWords offers mobile Pay-per-Clickadvertising with options to target mobile users.• Mobile-specific ads• Location Extensions• Call Extensions• Enhanced Campaigns make it even moreimportant to have a mobile optimized site.
  • Mobile Advertising Localized Mobile Marketing• Call Extensions allow customers to reach youby adding a click-to-call business phone numberin Google AdWords ads that appear on mobiledevices.
  • Mobile Advertising Localized Mobile Marketing• Location extensions provide a physical addresswhere users can locate the product or serviceand get driving directions.
  • Mobile Advertising Localized Mobile Marketing• Ads with Offers let advertisers include specialdeals in their mobile search ads. A user can clickthe ad, then redeem the offer in store byshowing the ad at the checkout.
  • Mobile Advertising Localized Mobile Marketing• Click-to-download ads let you promote yourmobile apps in Google search results and on siteswhich are part of the Google Display Network.
  • Mobile Advertising Localized Mobile Marketing• Other mobile ads• Image banners and animated banners.• Expandable ads• Interactive video ads
  • Lunch & Learn Localized Mobile MarketingSocial Media
  • Social Media Localized Mobile Marketing• Social networking is just as popular on mobiledevices and specific SoLoMo (Social LocalMobile) apps combine all three elements.
  • Social Media Localized Mobile Marketing• Facebook Local Search allows users to check-into local businesses & leave ratings.
  • Social Media Localized Mobile MarketingAs big as Facebook is, it’s still behind on localsearch.
  • Social Media Localized Mobile Marketing• Yelp is a trusted source for ratings, reviews andhas very active users. Nearly 50% of searches onYelp are from mobile.
  • Social Media Localized Mobile Marketing• FourSquare allows users to check-in to locationand broadcast location via app, email, socialnetworks.
  • Social Media Localized Mobile Marketing• FourSquare allows business owners to claim,manage and run promotions/specials for theirbusiness.
  • Lunch & Learn Localized Mobile Marketing• Key takeaways:• Make your website mobile friendly• Build your local listings• Take advantage of powerful mobileadvertising• Connect with customers on social media
  • What We DoServicesLocal SEM Company for Small BusinessFormic Medias pay-per-click (PPC) advertisingservices provide small and local businessesguaranteed visibility within targeted searchresults, via paid "sponsored listings".PAY PER CLICKFormic Medias search engine optimization (SEO)services help small and local businesses togenerate visibility within "organic" or “natural"search engine listings.SEARCH ENGINE OPTIMIZATIONFormic Medias social media marketing (SMM)services enable small and local businesses toleverage free/ low-cost networks to gainincreased brand awareness.SOCIAL MEDIA MARKETINGWe have created the appropriate processes, toolsand methodologies needed to be efficient and costeffective for your team and your clients.PARTNERSHIPS
  • Thank you!Contact John McPhee for more informationjohnm@formicmedia.com503.517.9059 x122Lunch & Learn Localized Mobile Marketing