Master Mobile Marketing in 2012

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

WORKSHOP:Master Mobile Marketing in 2012 17 Rs of Mobile MarketingJEANNE HOPKINS, #GoMobileHubSpot@jeannehopkins

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 challenge forcompanies to consider.Learn all you can throughbooks like this, and throughdiving in yourself.” Chris Brogan

MOBILE ISNOT ACHANNEL

REVIEW1

WEBSITE

RELEVANT2

REQUEST3

RECRUIT4

REGISTERING5

REGIONAL7

REMINDERS8

RESPECT9

RETURN10

RESPOND11

RECORD12

RESPONSIBLE13

REFERRAL14

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”

RELY15

REALITY16

RAPID17

MOBILEMARKETINGCHECKLIST

LAY THEFOUNDATION

COMPETITORREVIEW

SET UP FORSUCCESS

BUDGET &SCHEDULE

MEASUREYOURSUCCESS

THANK YOU Jeanne Hopkins twitter.com/jeannehopkins linkedin.com/in/jeannehopkins jhopkins@hubspot.com www.HubSpot.com

WORKSHOP:Master Mobile Marketing in 2012 How to Use Mobile AdsMATT DUFFY, #GoMobileJumptap@MattDuff

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, 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

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

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

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

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

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

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

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

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

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

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 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

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

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 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

2. Choose wisely Pick a publisher or networkthat has scale & targeting, branding & performance 1 Mobile The Leader in Targeted Mobile Advertising | 19

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

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

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

6. For branding,use Rich Media 1 Mobile The Leader in Targeted Mobile Advertising | 23

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

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

9. Clear call to action 1 Mobile The Leader in Targeted Mobile Advertising | 26

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

Thank You.jumptap.comtwitter.com/jumptapfacebook.com/jumptap

WORKSHOP:Master Mobile Marketing in 2012 How to Create A Mobile AppGREGORY RAIZ, #GoMobileRaizlabs@graiz

!"#$%&()#$*+$ (,"*)#$-.. /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.

?#+=@*)"=7#$$0;#=*)+ ()*+#$ "#%&#$ ,#$-#.#"$ #,9*"$#7#,+$ $1"##,$>*+$!"#$$ +% +&.#" 09%#":$&,; /01#2**3 +#$:7*,&0-$!"*7*81*9#$ #70&- 1*,+#$+$ 4*)5)2# 6#2 #<&$:,;=1)$+*7#"$ )$#"=/*")7$ +#0$#"$ Raizlabs © 2012 • Proprietary and Confidential

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!"#$%&()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/

WORKSHOP:Master Mobile Marketing in 2012 How to Combine SocialJAMIE TURNER, Media & Mobile60 Second Marketer@AskJamieTurner #GoMobile

How to Combine Social and Mobile Jamie Turner Author, Speaker and Founder of BKV’s 60 Second Marketer Follow Jamie on Twitter @AskJamieTurner

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

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

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

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

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

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

The Hub and Spoke System You

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• 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

Traditional Social on Mobile

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

2D Codes

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

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 code 2D code code promotion collects data

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 order to re-market to visitors• Tactic: Use QR codes to provide clues for a nationwide iPad scavenger hunt

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 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.

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 60 Second Marketer @jeannehopkins @jumptap @graiz @AskJamieTurner#GoMobile

Clue #1

http://www.hubspot.com	5985
http://www.rachel-levy.com	360
http://911smallbiz.com	116
http://causegeek.com	91
http://cwilization.com	55
http://a0.twimg.com	22
http://www.curated.by	15
http://www.logarstudios.com	8
http://blog.hubspot.com	6
http://feeds.feedburner.com	6
http://www.twylah.com	5
http://us-w1.rockmelt.com	4
http://feeds2.feedburner.com	3
http://safe.tumblr.com	3
http://www.techgig.com	2
http://www.universem.be	2
http://www.i-lignconsulting.com	2
http://paper.li	2
http://115.112.206.131	2
http://tweetedtimes.com	1
http://rachel-levy.com	1

Master Mobile Marketing in 2012

by HubSpot All-in-one Marketing Software on Jan 12, 2012

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Master Mobile Marketing in 2012 — Presentation Transcript