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How to Get Started in Mobile Marketing


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  • 1. How to Get Started in Mobile Marketing
    Jeanne Hopkins, Director of Marketing, HubSpot
    Jamie Turner, Author, Founder of 60 Second Marketer
  • 2. #GoMobile
  • 3. Introductions
    Director of Marketing at HubSpot
    Responsible for Top of the Funnel inbound marketing programs at HubSpot
    Named one of the Top 20 Women to Watch in Sales Lead Management
    Co-authoring Go Mobile with Jamie Turner
  • 4. Introductions
    Co-author of How to Make Money with Social Media and Go Mobile
    Founder of the 60 Second Marketer
    Profiled in world’s best-selling advertising and promotions textbook
    Speaks around the globe on the topics of social media, mobile media and branding
  • 5. Agenda
    Mobile Media Facts and Figures (10 minutes)
    How Brands Connect with Consumers (10 minutes)
    Mobile Marketing Tactics (30 minutes
    Applause, Encore and Standing Ovation (57 minutes)
  • 6. Today’s Poll
  • 7. Mobile Media facts and figures
  • 8. Mobile Media Facts and Figures
    There are 6.8 billion people on the planet. 4.5 billion own a mobile phone. Only 4.2 billion own a toothbrush
    The growth rate of the iPhone was 10 times faster than the growth rate of AOL
    Gartner Group predicts that by 2013 the number one way people will access the internet will be through their mobile devices
  • 9. Mobile Media Facts and Figures
    Mobile coupons generate 10 times the redemption rate of traditional coupons
    70% of all mobile searches are acted upon within an hour vs. 30% of all traditional searches
  • 10. 5 Mobile marketing myths
  • 11. 5 Mobile Marketing Myths
    Myth #1: Everyone Has an iPhone
    Only about 35% of the population owns any kind of smartphone
    Android has grabbed 41% share of smartphone users who have purchased a phone in the past 6 months, compared with 27% for Apple and 19% for Blackberry
  • 12. 5 Mobile Marketing Myths
    Myth #2: You Need an App for That...
    With the rise of HTML5, the functionality and feel of mobile websites is nearing that of Apps
    You will need an App if you want to take advantage of augmented reality and other features
    But if you just want to provide consumers with a way to connect with you via mobile, a mobile website is fine
  • 13. 5 Mobile Marketing Myths
    Myth #3: Mobile is the Internet, Just Smaller
    People use mobile differently from how they use the internet
    They use mobile to find information quickly, compare prices and find local businesses
    People on PCs are more likely to surf social networking sites and conduct long-term searches
    Search is twice as prevalent on mobile web than on a PC
    1/3 of all searches on mobile are local and 70% of searches lead to action within one hour
  • 14. 5 Mobile Marketing Myths
    Myth #4: Mobile is Only for Big Companies
    75% of al marketers are planning to add mobile to their marketing mix this year
    3 simple ways to ways to get into mobile:
    Get involved with location based services such as Foursquare, Gowalla and Facebook Places
    Optimize your website for mobile
    Make sure your company contact information is up-to-date and claim your business listing on Google
  • 15. 5 Mobile Marketing Myths
    Myth #5: Mobile is Just for Teenagers
    The average age of a person who sends text messages is 35
    The number of baby boomers texting and shopping using their mobile phone nearly doubled between 2007 and 2009
    35- to 44-year-olds are the most likely to have downloaded an App in the last 30 days
  • 16. How brands use mobile marketing
  • 17. Mobile Operating Systems
  • 18. How People Use Smartphones
    Source: The Mobile Movement Study
  • 19. How Brands Use Mobile Marketing
    Mobile Web Sites
    Short Message Service (SMS)
    Multimedia Message Service (MMS)
    Mobile Display Ads
    Mobile Paid Search
    Location-Based Marketing and Near Field Communications
    2D Codes
    Mobile Email
    Tablet Computing
  • 20. Mobile websites
  • 21. Mobile Websites
  • 22. SMS and MMS
  • 23. Short Message Service
    The most common phone-based activity among U.S. cell phone users of all ages
    Used by American Idol, the American Red Cross and others
    Used by CNN, Mashable and ABC News for push notifications
    Used by doctors to remind patients of appointments
    Used by airlines to update people on flights
  • 24. Multimedia Message Service
    What can you send via MMS?
  • 25. Mobile Display
  • 26. Mobile Display
    Sold on a Cost Per Click (CPC), Cost Per Acquisition (CPA) or Cost Per Thousand (CPM) basis
    Popular platforms include iAd (Apple), Millennial Media (Independent), Ad Mob (Google) and others
  • 27. Mobile Display
  • 28. Mobile Display
  • 29. Mobile Display
  • 30. Mobile Display
  • 31. Mobile Display
  • 32. Mobile Display: Targeting Options
    Custom audiences -- TV fans, telecom switchers, business travelers, etc.
    Location-Based Advertising
    Nielsen Top 100 Sites
    WiFi context targeting -- cable provider, hotels, airports, etc.
    Geographic targeting -- Country, DMA, etc.
    Demographic targeting
    Time of day targeting
    Advertiser retargeting through pixels or clicker tracking
    Carrier/handset targeting
    Age of device/profile
  • 33. Mobile Paid Search
  • 34. Activities Conducted on Mobile
  • 35. Mobile Paid Search
    Less competition than with traditional search
    Local queries are the norm -- movies, restaurants, bars, coffee shops, etc.
    Click-to-call and click-to-map are important
    Voice search is now available for all major search engines
  • 36. Location-based advertising, location-based services and near field communications
  • 37. Location-Based Advertising
    Uses Geo-Fencing to figure out where you are
    SMS, display ads and paid search ads can be targeted by location
  • 38. Location-Based Services
  • 39. Tips on Using Location-Based Services
    First of all, claim your business
    Reward first-time visitors
    Change deals often
    Promote group check-ins. The more in a group, the better the deal
    Interact with customers. Make them accomplish a small task (Origami napkin) to redeem
    Promote to those checking-in nearby
  • 40. Near Field Communications
  • 41. Near Field Communications
  • 42. Mobile Apps
  • 43. Mobile Apps
  • 44. How Apps Are Used
  • 45. Augmented Reality Apps
  • 46. 2D Codes
  • 47. 2D codes can be used to deepen relationship with audience
    Come in many formats: QR Codes, Datamatrix, EZ Code, Microsoft Tag, SPARQCode and ScanLife
    2D code reader can be downloaded from
  • 48. 2D Codes
  • 49. Q: Where Have You Scanned a 2D Code?
  • 50. 2D Codes
    2D codes can drive people to websites, to phone numbers, to contact information and even to text messages
    The first person to scan this code and send me a text message from it wins a copy of “How to Make Money with Social Media.”
  • 51. Let’s Generate a 2D Code
  • 52. 2D Codes
  • 53. 2D Codes
  • 54. 2D Codes
  • 55. 2D Codes
  • 56. 2D Codes
  • 57. 2D Codes
  • 58. 2D Codes
  • 59. 2D Codes
  • 60. 2D Codes
  • 61. 2D Codes
  • 62. 2D Codes
  • 63. 2D Codes
  • 64. 2D Codes
  • 65. 2D Codes
  • 66. 2D Codes
  • 67. How to get started in mobile marketing today
  • 68. How to Get Started in Mobile Today
    Step #1: Mobilize your website
    Step #2: Watch how your competitors are using mobile media
    Step #3: Start using mobile media yourself
    Step #4: Read everything you can about mobile media (start with
    Step #5: Claim your business on location-based applications
    Step #6: Run a mobile ad campaign
  • 69. How to Get Started in Mobile Today
    Step #7: Create a 2D or QR code promotion
    Step #8: Design an iPhone or a Smart Phone app
    Step #9: Encourage interactivity (e.g., CNN and Virgin Air)
    Step #10: Integrate
    Step #11: Track your results
    Step #12: Test your way into success
  • 70. Thank you!
    Jamie Turner, Founder and Chief Content Officer at the 60 Second Marketer
    Jeanne Hopkins, Director of Marketing, HubSpot
    Jamie and Jeanne are the co-authors of Go Mobile to be published by John Wiley & Sons in 2012