How to Get Started in Mobile Marketing

How to Get Started in Mobile Marketing
Jeanne Hopkins, Director of Marketing, HubSpot
Jamie Turner, Author, Founder of 60 Second Marketer
#GoMobile

#GoMobile

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

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

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)
#GoMobile

Today’s Poll

Mobile Media facts and figures

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
#GoMobile

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
#GoMobile

5 Mobile marketing myths

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
#GoMobile

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
#GoMobile

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
#GoMobile

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
#GoMobile

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
#GoMobile

How brands use mobile marketing

Mobile Operating Systems

How People Use Smartphones
Source: The Mobile Movement Study

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
Apps
2D Codes
Mobile Email
Tablet Computing

Mobile websites

Mobile Websites

SMS and MMS

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
#GoMobile

Multimedia Message Service
What can you send via MMS?
Images
Text
Audio
Animations
Video

Mobile Display

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
#GoMobile

Mobile Display
#GoMobile

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
#GoMobile

Mobile Paid Search

Activities Conducted on Mobile
#GoMobile

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

Location-based advertising, location-based services and near field communications

Location-Based Advertising
Uses Geo-Fencing to figure out where you are
SMS, display ads and paid search ads can be targeted by location
#GoMobile

Location-Based Services
#GoMobile

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
#GoMobile

Near Field Communications

Mobile Apps

How Apps Are Used

Augmented Reality Apps

2D Codes

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 SPARQ.it

2D Codes

Q: Where Have You Scanned a 2D Code?

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.”

Let’s Generate a 2D Code

2D Codes

How to get started in mobile marketing today

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 MobileCommerceDaily.com)
Step #5: Claim your business on location-based applications
Step #6: Run a mobile ad campaign
#GoMobile

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
#GoMobile

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

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How to Get Started in Mobile Marketing

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How to Get Started in Mobile Marketing Presentation Transcript