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WORKSHOP:Master Mobile Marketing in 2012 JEANNE HOPKINS,   MATT DUFFY,   GREGORY RAIZ,   JAMIE TURNER, HubSpot           J...
WORKSHOP:Master Mobile Marketing in 2012                  17 Rs of Mobile MarketingJEANNE HOPKINS,                  #GoMob...
17 Rs ofMobile MarketingJeanne HopkinsHubSpot
Inbound   marketing is a fundamental shiftin how we relate to     potential    customers
Start attracting leadsthrough relevant, useful,easy-to-find content whenthey need it
Stop forcing leads  through yourdecision process
Readiness                to buy…Start responding to how theymake decisions – adapt totheir interests and timeline.
VS     PUSH         PULL      PAID        EARNED     RENT         OWNINTERRUPT         ATTRACTINVENTORY         ASSET
Make marketingpeople love
“A thorough introductionto the next frontier forpermission marketing:mobile.” Seth Godin “Mobile marketing isa huge challe...
MOBILE ISNOT ACHANNEL
REVIEW1
BLOG
WEBSITE
RELEVANT2
REQUEST3
RECRUIT4
REGISTERING5
RATE6
REGIONAL7
REMINDERS8
RESPECT9
RETURN10
RESPOND11
RECORD12
RESPONSIBLE13
REFERRAL14
Ways Small Biz Uses Mobile      Havent incorporated mobile                                                72%            D...
RELY15
REALITY16
RAPID17
46
MOBILEMARKETINGCHECKLIST
LAY THEFOUNDATION
COMPETITORREVIEW
SET UP FORSUCCESS
BUDGET &SCHEDULE
MEASUREYOURSUCCESS
54
55
THANK YOU            Jeanne Hopkins           twitter.com/jeannehopkins        linkedin.com/in/jeannehopkins             j...
WORKSHOP:Master Mobile Marketing in 2012              How to Use Mobile AdsMATT DUFFY,              #GoMobileJumptap@MattD...
The State ofMobile Advertising            Matt Duffy              01.13.2012        Copyright 2011©Jumptap
Top-line Look at theMobile Ad Industry             The Leader in Targeted Mobile Advertising   |   2
Mobile Audiences: Huge, Committedo! Roughly 90% of US population has a cell phone;   44% have a smartphoneo! In 2015, Mobi...
Unprecedented Growth in Mobile Advertising                                                                    $4,496   US ...
Advertisers Look to Networks and Publishers                                   Other                                   12% ...
What is the most important thing advertisers/agencies   are looking for when they advertise in mobile?                    ...
Some Targeting Doesn’t Always Work  Diapers ad appears on “300+ Sex Positions” iPhone  App. Someone from another agency tw...
Geographic Targeting:           Targeting by Exact Location is Not as Easy                        as People ThinkThe only ...
Geographic Targeting:                Zip Code or Regional Targeting Provides                             More ScaleTargeti...
Geographic Targeting:              Exact LocationTargeting vs. Zip Codeo! Say 1,000 people walk by a Starbucks   in a day,...
3rd Party Data Targeting:               The Future of Mobile Targetingo! Offline data companies have the most valuable   i...
3rd Party Targeting:                                 Case Study                                     Results:              ...
CampaignExamples      The Leader in Targeted Mobile Advertising   |   13
The Leader in Targeted Mobile Advertising   |   14
o! Delivered more than 7M impressions   over various channels including iPad   specific targetingo! Overall CTR was nearly...
o! The Romney campaign ran   zip-code targeted ads in Iowa   to drive voters to the pollso! Most impressions were   delive...
10 Tips for  MobileAdvertising       The Leader in Targeted Mobile Advertising   |   17
1. Right-sizeAlign your mobile spending with the time your       target audience spends in mobile         Amount advertise...
2. Choose wisely            Pick a publisher or networkthat has scale & targeting, branding & performance                 ...
3. AdvertiseCross-platform                                    WebOS; 1%   Other; 1%             Unless you have a reason  ...
4. Start broad,then optimize                      Don’t limit yourself to one                      campaign focused on one...
5. Use mobile-optimized  pages                                1 Exxon.com is not                     Mobile optimized, so ...
6. For branding,use Rich Media                     1                    Mobile          The Leader in Targeted Mobile Adve...
7. For lead gen,keep forms short                       Sometimes it’s better to                       capture just email i...
8. Don’t forgettabletsHave you ever made a non-digital purchase online using                  these devices? PC/Laptop    ...
9. Clear call to    action                     1                    Mobile          The Leader in Targeted Mobile Advertis...
10. Measure                      For big branding                      campaigns, do a                      brand study, f...
Thank You.jumptap.comtwitter.com/jumptapfacebook.com/jumptap
WORKSHOP:Master Mobile Marketing in 2012                How to Create A Mobile AppGREGORY RAIZ,                #GoMobileRa...
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!"#$%&()Gregory Raizgraiz@raizlabs.com                                 Follow me @graizPhoto CreditsCrane: http://www.flick...
WORKSHOP:Master Mobile Marketing in 2012                     How to Combine SocialJAMIE TURNER,                     Media ...
How to Combine Social and Mobile                         Jamie Turner   Author, Speaker and Founder of BKV’s 60 Second Mar...
Introductions•Founder, BKV’s 60 Second Marketer•Speaker at events and corporations around the globe•Regular guest on CNN a...
Go Mobile -- The Book• Written by Jamie Turner and  Jeanne Hopkins• Published by John Wiley & Sons• Available at Amazon, B...
Agenda•   Mobile facts and figures•   Hub and spoke system•   Location-based services•   Traditional social on mobile•   2D...
How Consumers Use Smartphones 0   25   50    75   100                                     Check and send email (82%)      ...
Mobile Media Facts and Figures                       • 72 million Americans accessed social                         networ...
Mobile Media Facts and Figures• Facebook, Twitter and LinkedIn all grew  their mobile audiences by 50% in the  past year• ...
The Hub and Spoke System                   You
Location-Based Services
Location-Based Services
Location-Based Services
Location-Based Services
Location-Based Advertising
Tips on Using Location-Based Services• First of all, claim your business• Reward first-time visitors• Change deals often• P...
Traditional Social on Mobile
Traditional Social on Mobile  • 55% of Twitter’s traffic is    from mobile devices  • 60% of Pandora’s traffic is    from mo...
2D Codes
2D Codes/QR Codes• 2D codes can be used to deepen  relationship with audience• Come in many formats: QR Codes,  Datamatrix...
How to Download a 2D Code Reader
2D Codes/QR Codes   1. Marketer      2. Marketer deploys   3. User scans 2D   4. User driven to    5. Marketergenerates 2D...
2D Codes• 2D codes can drive people to websites, to phone numbers, to contact information and even to text messages
QR Codes• Objective  #1: Create buzz and  awareness for the launch of Go Mobile• Objective #2: Generate repeat visits in  ...
2D Codes
2D Codes
2D Codes
2D Codes
2D Codes
2D Codes
2D Codes
2D Codes           Jamie’s Neanderthal Exhibit                     Photo
2D Codes           Jamie’s Neanderthal Exhibit Jamie’s High School                     Photo               Yearbook Photo
Top 5 Tips for Using Social and Mobile1. Target users who are on-the-go (e.g., Facebook: “First 5 people to visit our rest...
Contact MeContact Me:Jamie.Turner@60SecondMarketerJoin the iPad Scavenger Hunt:www.GoMobileBook.comFollow Me:@AskJamieTurner
Thank you! JEANNE HOPKINS,   MATT DUFFY,   GREGORY RAIZ,   JAMIE TURNER, HubSpot           Jumptap       Raizlabs        6...
Clue #1
Master Mobile Marketing in 2012
Master Mobile Marketing in 2012
Master Mobile Marketing in 2012
Master Mobile Marketing in 2012
Master Mobile Marketing in 2012
Master Mobile Marketing in 2012
Master Mobile Marketing in 2012
Master Mobile Marketing in 2012
Master Mobile Marketing in 2012
Master Mobile Marketing in 2012
Master Mobile Marketing in 2012
Master Mobile Marketing in 2012
Master Mobile Marketing in 2012
Master Mobile Marketing in 2012
Master Mobile Marketing in 2012
Master Mobile Marketing in 2012
Master Mobile Marketing in 2012
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  1. 1. WORKSHOP:Master Mobile Marketing in 2012 JEANNE HOPKINS, MATT DUFFY, GREGORY RAIZ, JAMIE TURNER, HubSpot Jumptap Raizlabs 60 Second Marketer @jeannehopkins @jumptap @graiz @AskJamieTurner#GoMobile
  2. 2. WORKSHOP:Master Mobile Marketing in 2012 17 Rs of Mobile MarketingJEANNE HOPKINS, #GoMobileHubSpot@jeannehopkins
  3. 3. 17 Rs ofMobile MarketingJeanne HopkinsHubSpot
  4. 4. Inbound marketing is a fundamental shiftin how we relate to potential customers
  5. 5. Start attracting leadsthrough relevant, useful,easy-to-find content whenthey need it
  6. 6. Stop forcing leads through yourdecision process
  7. 7. Readiness to buy…Start responding to how theymake decisions – adapt totheir interests and timeline.
  8. 8. VS PUSH PULL PAID EARNED RENT OWNINTERRUPT ATTRACTINVENTORY ASSET
  9. 9. Make marketingpeople love
  10. 10. “A thorough introductionto the next frontier forpermission marketing:mobile.” Seth Godin “Mobile marketing isa huge challenge forcompanies to consider.Learn all you can throughbooks like this, and throughdiving in yourself.” Chris Brogan
  11. 11. MOBILE ISNOT ACHANNEL
  12. 12. REVIEW1
  13. 13. BLOG
  14. 14. WEBSITE
  15. 15. RELEVANT2
  16. 16. REQUEST3
  17. 17. RECRUIT4
  18. 18. REGISTERING5
  19. 19. RATE6
  20. 20. REGIONAL7
  21. 21. REMINDERS8
  22. 22. RESPECT9
  23. 23. RETURN10
  24. 24. RESPOND11
  25. 25. RECORD12
  26. 26. RESPONSIBLE13
  27. 27. REFERRAL14
  28. 28. Ways Small Biz Uses Mobile Havent incorporated mobile 72% Developed a mobile app 5% Accept orders via mobile device 6% Use text message marketing 9%Use mobile apps to run business 9% Created a mobile website 13%Source: Constant Contact “Fall 2011 Small Business Attitudes & Outlook Survey”
  29. 29. RELY15
  30. 30. REALITY16
  31. 31. RAPID17
  32. 32. 46
  33. 33. MOBILEMARKETINGCHECKLIST
  34. 34. LAY THEFOUNDATION
  35. 35. COMPETITORREVIEW
  36. 36. SET UP FORSUCCESS
  37. 37. BUDGET &SCHEDULE
  38. 38. MEASUREYOURSUCCESS
  39. 39. 54
  40. 40. 55
  41. 41. THANK YOU Jeanne Hopkins twitter.com/jeannehopkins linkedin.com/in/jeannehopkins jhopkins@hubspot.com www.HubSpot.com
  42. 42. WORKSHOP:Master Mobile Marketing in 2012 How to Use Mobile AdsMATT DUFFY, #GoMobileJumptap@MattDuff
  43. 43. The State ofMobile Advertising Matt Duffy 01.13.2012 Copyright 2011©Jumptap
  44. 44. Top-line Look at theMobile Ad Industry The Leader in Targeted Mobile Advertising | 2
  45. 45. Mobile Audiences: Huge, Committedo! Roughly 90% of US population has a cell phone; 44% have a smartphoneo! In 2015, Mobile Internet users will outnumber those accessing the internet from PC/wired devices (IDC)o! 90% of Americans would rather lose their wallet than their smartphoneo! 33% of Americans would rather give up sex than their smartphones Source: 2011 Smoketip survey and 2011 Telenav national survey The Leader in Targeted Mobile Advertising | 3
  46. 46. Unprecedented Growth in Mobile Advertising $4,496 US Mobile AdSpending 2009-2015 $3,381 (millions) $2,523 $1,802 1,226 $743 $416 2009 2010 2011 2012 2013 2014 2015 The Leader in Targeted Mobile Advertising | 4
  47. 47. Advertisers Look to Networks and Publishers Other 12% ExchangeWhat percentage ofyour mobile advertising 12% Ad Networkis purchased via thefollowing means? 46% Publisher Direct 30% Jumptap/Digiday Mobile State of the Industry Survey, 9/11 (Advertisers/Agencies N=243) The Leader in Targeted Mobile Advertising | 5
  48. 48. What is the most important thing advertisers/agencies are looking for when they advertise in mobile? Percent of Advertisers/Agencies Who Consider Each an Important Attribute When Selecting A Mobile Partner Jumptap/Digiday Mobile State of the Industry Survey, 9/11 (Advertisers/Agencies N=243) The Leader in Targeted Mobile Advertising | 6
  49. 49. Some Targeting Doesn’t Always Work Diapers ad appears on “300+ Sex Positions” iPhone App. Someone from another agency tweeted it was an exercise in “pre-targeting.” The Leader in Targeted Mobile Advertising | 7
  50. 50. Geographic Targeting: Targeting by Exact Location is Not as Easy as People ThinkThe only time we know exact location (lattitude/longitude) is when users give a site permissionto know their location (through GPS) - only 5%of traffic. The Leader in Targeted Mobile Advertising | 8
  51. 51. Geographic Targeting: Zip Code or Regional Targeting Provides More ScaleTargeting by zip code can be done onabout 2/3 of the mobile audience who:a)! Have provided their zip code to a publisher and carrierb)! Are accessing mobile content through a wifi connection. Zip code is picked up from IP address. The Leader in Targeted Mobile Advertising | 9
  52. 52. Geographic Targeting: Exact LocationTargeting vs. Zip Codeo! Say 1,000 people walk by a Starbucks in a day, how many will be browsing on a smartphone and not already going into the store? 100? You may get 1 to convert?o! Instead, target everyone in the general area, you may reach 10,000, and get 5 to convert The Leader in Targeted Mobile Advertising | 10
  53. 53. 3rd Party Data Targeting: The Future of Mobile Targetingo! Offline data companies have the most valuable information for targetingo! Mobile companies that can connect this data to mobile users while respecting PII, will provide the best targetingo! Currently being done at a zip code level to target regions that over-index in their interest of a certain products/service The Leader in Targeted Mobile Advertising | 11
  54. 54. 3rd Party Targeting: Case Study Results: Targeted ads saw as much as an 85% lift inUsing off-line data from Polk, CTR over run-of-network adsJumptap helped a major autoadvertiser target zip codes morelikely to purchase their brand. Percentage CTR lift when using zip-code data targeting (per publisher) The Leader in Targeted Mobile Advertising | 12
  55. 55. CampaignExamples The Leader in Targeted Mobile Advertising | 13
  56. 56. The Leader in Targeted Mobile Advertising | 14
  57. 57. o! Delivered more than 7M impressions over various channels including iPad specific targetingo! Overall CTR was nearly double the network averageo! The highest performing creative was the 300x250 for the iPad with a 1.30% CTRo! Of the users who expanded the ad, 57.15% went on to view the one of the landing available pages The Leader in Targeted Mobile Advertising | 15
  58. 58. o! The Romney campaign ran zip-code targeted ads in Iowa to drive voters to the pollso! Most impressions were delivered the day of the caucus and focused from 4:00 to 10:00 pmo! Could this have helped drive the 8 voters that gave Romney the win? The Leader in Targeted Mobile Advertising | 16
  59. 59. 10 Tips for MobileAdvertising The Leader in Targeted Mobile Advertising | 17
  60. 60. 1. Right-sizeAlign your mobile spending with the time your target audience spends in mobile Amount advertisers spend for every hour adults spend with each medium: 1¢ 53 ¢ 12 ¢ Mobile Newspapers Internet Source: eMarketer ad spending study, March 2011 The Leader in Targeted Mobile Advertising | 18
  61. 61. 2. Choose wisely Pick a publisher or networkthat has scale & targeting, branding & performance 1 Mobile The Leader in Targeted Mobile Advertising | 19
  62. 62. 3. AdvertiseCross-platform WebOS; 1% Other; 1% Unless you have a reason Symbian; 5% to target just Android or just Apple iOS, broadenOperating SystemsBreakout for Mobile your target to all Audience platforms. Apple; 24% Google ; 47% 1 Mobile RIM ; 22% The Leader in Targeted Mobile Advertising | 20
  63. 63. 4. Start broad,then optimize Don’t limit yourself to one campaign focused on one precise target; try multiple different targeting tactics, 1 then focus on the ones that work best Mobile The Leader in Targeted Mobile Advertising | 21
  64. 64. 5. Use mobile-optimized pages 1 Exxon.com is not Mobile optimized, so they would use a landing page The Leader in Targeted Mobile Advertising | 22
  65. 65. 6. For branding,use Rich Media 1 Mobile The Leader in Targeted Mobile Advertising | 23
  66. 66. 7. For lead gen,keep forms short Sometimes it’s better to capture just email in mobile then follow up over email for deeper 1 contact information Mobile The Leader in Targeted Mobile Advertising | 24
  67. 67. 8. Don’t forgettabletsHave you ever made a non-digital purchase online using these devices? PC/Laptop 83% 1 Tablet 63% Mobile Mobile 31% Phone The Leader in Targeted Mobile Advertising | 25
  68. 68. 9. Clear call to action 1 Mobile The Leader in Targeted Mobile Advertising | 26
  69. 69. 10. Measure For big branding campaigns, do a brand study, for rich media measure engagement, for performance 1 campaigns measure downloads, leads Mobile etc. The Leader in Targeted Mobile Advertising | 27
  70. 70. Thank You.jumptap.comtwitter.com/jumptapfacebook.com/jumptap
  71. 71. WORKSHOP:Master Mobile Marketing in 2012 How to Create A Mobile AppGREGORY RAIZ, #GoMobileRaizlabs@graiz
  72. 72. !"#$%&()#$*+$ (,"*)#$-.. /0#1$23(4$5$23(4637Disclosure, duplication, or use of the document, or any of its contents, for purposes other than those authorize by Raizlabs withoutthe written permission of Raizlabs is prohibited. 8*66*9$:#$*)$;9(<#0$=103(4© Raizlabs Corporation 2012. All Rights Reserved.
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  123. 123. !"#$%&()Gregory Raizgraiz@raizlabs.com Follow me @graizPhoto CreditsCrane: http://www.flickr.com/photos/untitlism/2609684221Crowd: http://www.flickr.com/photos/stignygaard/12630269/Idea View: http://www.flickr.com/photos/tropicaliving/3667880356/Hang glider: http://www.flickr.com/photos/thunderpants/3710504556/Sunflower: http://www.flickr.com/photos/archetypefotografie/3749091071/Race: http://www.flickr.com/photos/jon_marshall/260978898/Rocket: http://www.flickr.com/photos/jurvetson/260402710/Poker Chips: http://www.flickr.com/photos/jamadams/564143766/Super Market: http://www.flickr.com/photos/rene-germany/2154484912/Low Prices: http://www.flickr.com/photos/lordcolus/41916187/Virus: http://www.flickr.com/photos/jswright/2361584806/Matrix wallpaper: Warner Bros. PicturesBaseBall: http://www.flickr.com/photos/werkunz/3599761533/
  124. 124. WORKSHOP:Master Mobile Marketing in 2012 How to Combine SocialJAMIE TURNER, Media & Mobile60 Second Marketer@AskJamieTurner #GoMobile
  125. 125. How to Combine Social and Mobile Jamie Turner Author, Speaker and Founder of BKV’s 60 Second Marketer Follow Jamie on Twitter @AskJamieTurner
  126. 126. Introductions•Founder, BKV’s 60 Second Marketer•Speaker at events and corporations around the globe•Regular guest on CNN and HLN on the topic of social, mobile You Can Also Catch Me On and digital media
  127. 127. Go Mobile -- The Book• Written by Jamie Turner and Jeanne Hopkins• Published by John Wiley & Sons• Available at Amazon, Barnes & Noble, Books-a-Million and 800CEORead.com
  128. 128. Agenda• Mobile facts and figures• Hub and spoke system• Location-based services• Traditional social on mobile• 2D code promotions• Top 5 tips for combining social and mobile
  129. 129. How Consumers Use Smartphones 0 25 50 75 100 Check and send email (82%) Read news articles (56%) Look up directions (69%) Listen to music/radio (45%) Watch online videos (41%) Play online games (39%) Manage finances and bills (34%) Look up sports information (38%) Use a social networking website (63%) Source: The Mobile Movement Study
  130. 130. Mobile Media Facts and Figures • 72 million Americans accessed social networking sites or blogs from their mobile devices in August, 2011 • That’s a 37% increase in the past year • Most importantly, more than half of mobile social networkers accessed sites on a near daily basis Source: comScore MobiLens
  131. 131. Mobile Media Facts and Figures• Facebook, Twitter and LinkedIn all grew their mobile audiences by 50% in the past year• 70% of all mobile social networkers have posted a status update on from their mobile devices• One in three received a coupon/offer/ deal with oneSource: comScore MobiLens
  132. 132. The Hub and Spoke System You
  133. 133. Location-Based Services
  134. 134. Location-Based Services
  135. 135. Location-Based Services
  136. 136. Location-Based Services
  137. 137. Location-Based Advertising
  138. 138. 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
  139. 139. Traditional Social on Mobile
  140. 140. Traditional Social on Mobile • 55% of Twitter’s traffic is from mobile devices • 60% of Pandora’s traffic is from mobile devices • 43% of Facebook’s traffic is from mobile devices YouSource: Kleiner Perkins, Pandora, Twitter, Facebook
  141. 141. 2D Codes
  142. 142. 2D Codes/QR 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
  143. 143. How to Download a 2D Code Reader
  144. 144. 2D Codes/QR Codes 1. Marketer 2. Marketer deploys 3. User scans 2D 4. User driven to 5. Marketergenerates 2D code 2D code code promotion collects data
  145. 145. 2D Codes• 2D codes can drive people to websites, to phone numbers, to contact information and even to text messages
  146. 146. QR Codes• Objective #1: Create buzz and awareness for the launch of Go Mobile• Objective #2: Generate repeat visits in order to re-market to visitors• Tactic: Use QR codes to provide clues for a nationwide iPad scavenger hunt
  147. 147. 2D Codes
  148. 148. 2D Codes
  149. 149. 2D Codes
  150. 150. 2D Codes
  151. 151. 2D Codes
  152. 152. 2D Codes
  153. 153. 2D Codes
  154. 154. 2D Codes Jamie’s Neanderthal Exhibit Photo
  155. 155. 2D Codes Jamie’s Neanderthal Exhibit Jamie’s High School Photo Yearbook Photo
  156. 156. Top 5 Tips for Using Social and Mobile1. Target users who are on-the-go (e.g., Facebook: “First 5 people to visit our restaurant in the next 15 minutes get free dessert!”)2. Keep social/mobile updates short. People are on-the-go!3. Make your promotions local.4. If you drive them to a mobile site, make it thumb friendly. Keep form fields to a minimum or use simple check boxes.5. Provide a link to your regular site for those who want to check out the full site.
  157. 157. Contact MeContact Me:Jamie.Turner@60SecondMarketerJoin the iPad Scavenger Hunt:www.GoMobileBook.comFollow Me:@AskJamieTurner
  158. 158. Thank you! JEANNE HOPKINS, MATT DUFFY, GREGORY RAIZ, JAMIE TURNER, HubSpot Jumptap Raizlabs 60 Second Marketer @jeannehopkins @jumptap @graiz @AskJamieTurner#GoMobile
  159. 159. Clue #1
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