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How Consumers Use Mobile to Engage with Brands

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Mobile Marketing is being used by more and more consumers to connect with brands. Are you using all the proper tools to connect with your customers via mobile? Find out how in this presentation from …

Mobile Marketing is being used by more and more consumers to connect with brands. Are you using all the proper tools to connect with your customers via mobile? Find out how in this presentation from Jamie Turner, co-author of "Go Mobile."

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  • 1. How to Use Mobile Marketing to Get New Customers Jamie Turner Author, Speaker and Marketing Consultant Follow Jamie on Twitter @AskJamieTurner
  • 2. Singapore -- April 10th through 12th, 2013 London -- June 12th through 14th, 2013
  • 3. Let’s Get to Know One Another
  • 4. Introductions• Co-author of How to Make Money with Social Media and Go Mobile• Regular guest on CNN and HLN on the topic of social media and mobile marketing• Consults with small, As Seen On medium and large corporations
  • 5. #1 Best-Selling Mobile Marketing Book
  • 6. AgendaAgenda Item Time Allotment• How Consumers 10 Minutes Make Buying Decisions• How to Use Mobile 10 Minutes Marketing to Connect with Customers• Applauseand 3 Hours Standing Ovation
  • 7. Mobile Media Facts and Figures
  • 8. Mobile Marketing Facts and Figures• There are 6.8 billion people on the planet. 4.0 billion own a mobile phone. Only 3.5 billion own a toothbrush (Source: 60SecondMarketer.com)Tweet these facts by using @AskJamieTurner
  • 9. Mobile Marketing Facts and Figures• There are 6.8 billion people on the planet. 4.0 billion own a mobile phone. Only 3.5 billion own a toothbrush (Source: 60SecondMarketer.com)• 93% of those surveyed have their mobile device within arm’s reach 24/7 (Source: Morgan Stanley) Tweet these facts by using @AskJamieTurner
  • 10. Mobile Marketing Facts and Figures• There are 6.8 billion people on the planet. 4.0 billion own a mobile phone. Only 3.5 billion own a toothbrush (Source: 60SecondMarketer.com)• 93% of those surveyed have their mobile device within arm’s reach 24/7 (Source: Morgan Stanley)• Gartner Group predicts that by 2013 the number one way people will access the internet will be through their mobile devices (Source: Gartner) Tweet these facts by using @AskJamieTurner
  • 11. Mobile Marketing Facts and Figures • Mobile coupons generate 10 times the redemption rate of traditional coupons (Source: Borrell Associates)Tweet these facts by using @AskJamieTurner
  • 12. Mobile Marketing Facts and Figures • Mobile coupons generate 10 times the redemption rate of traditional coupons (Source: Borrell Associates) • Google has seen mobile searches grow by more than 400% over the past year (Source: Google)Tweet these facts by using @AskJamieTurner
  • 13. Mobile Marketing Facts and Figures • Mobile coupons generate 10 times the redemption rate of traditional coupons (Source: Borrell Associates) • Google has seen mobile searches grow by more than 400% over the past year (Source: Google) • Research indicates that if someone leaves home without their wallet, they keep going. If they leave without the mobile device, they turn around (Source: 60SecondMarketer.com)Tweet these facts by using @AskJamieTurner
  • 14. Activities Conducted on Mobile Devices Compare prices online while shopping in store (38%) Browsing products through websites or apps (38%) Searching for or using online coupons (24%) Purchasing products (22%) Scanning barcode for price or info (22%) Using location based services to find retail location (18%) Source: Nielsen
  • 15. Activities Conducted on Mobile Devices 40 30 20 10 0 Compare prices online while shopping in store (38%) Browsing products through websites or apps (38%) Searching for or using online coupons (24%) Purchasing products (22%) Scanning barcode for price or info (22%) Using location based services to find retail location (18%) Source: Nielsen
  • 16. How Businesses are Using MobileMarketing to Grow Revenues
  • 17. How Businesses are Using MobileMarketing to Grow Revenues• Mobile Web Sites• Short Message Service (SMS)• Multimedia Message Service (MMS)• Mobile Display Ads• Mobile Paid Search• Location-Based Marketing: LBS, NFC, Bluetooth and LBA• Apps• 2D Codes (QR Codes)
  • 18. How Businesses are Using MobileMarketing to Grow Revenues Google RIM Apple Microsoft 50% 8% 33% 9% Source: Nielsen
  • 19. How People MakeBuying Decisions
  • 20. What is the Purpose of Marketing?
  • 21. How People Make Buying Decisions
  • 22. How People Make Buying Decisions Female Brain
  • 23. How People Make Buying Decisions Female Brain Male Brain
  • 24. How to Set Up a Mobile Website
  • 25. Mobile Website Standard Mobile
  • 26. Mobile Websites: The Essential ThingsYou Need to Know
  • 27. Mobile Websites: The Essential ThingsYou Need to Know• Be Thumb-Friendly
  • 28. Mobile Websites: The Essential ThingsYou Need to Know• Be Thumb-Friendly• Streamline the Navigation
  • 29. Mobile Websites: The Essential ThingsYou Need to Know• Be Thumb-Friendly• Streamline the Navigation• Honor Your Brand
  • 30. Mobile Websites: The Essential ThingsYou Need to Know• Be Thumb-Friendly• Streamline the Navigation• Honor Your Brand• Test Your Site
  • 31. SMS and MMS
  • 32. 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 doctors to remind patients of appointments• Used by airlines to update people on flights
  • 33. Short Message Service• Text messages are read within 4 minutes of receipt, as opposed to 48 hours for email• 4 billion texts sent daily, compared with 2.9 billion Google searches daily Sources: CTIA.org; Wikipedia
  • 34. Mobile Display Ads
  • 35. Mobile Display Ad Options• User clicks ad, which then uses GPS technology to identify location and direct them to nearest store Source: MobClix
  • 36. Mobile Display: Targeting Options• Custom audiences -- TV fans, telecom switchers, business travelers, etc.• Geographic targeting -- Country, City, Neighborhood, etc.• Demographic targeting• Time of day targeting• Advertiser retargeting through pixels or clicker tracking• Carrier/handset targeting• Age of device/profileThe hashtag for today’s webinar is #GoMobile
  • 37. Mobile Paid Search
  • 38. Is Mobile Paid Search Right for You? • Mobile paid search is perfect for quick information on low- consideration products or services • 70% of searchers complete their task within 1 hour, compared with 30% for desktop (MobileMarketer)
  • 39. Location-Based Marketing:Location-Based Services, Near FieldCommunications and Location-BasedAdvertising
  • 40. Location-Based Marketing Overview
  • 41. Location-Based Services
  • 42. Near Field Communications
  • 43. Location-Based Advertising• Uses Geo-Fencing to figure out where you are• SMS, display ads and paid search ads can be targeted by location• Subway in the U.K. used location-based SMS to provide discounts to customers who walked by their store
  • 44. Mobile Apps
  • 45. Mobile Apps•A mobile app is not a mobile website• An app is a software program that lives on your smartphone• A mobile website is a website that lives on a server in “the cloud”
  • 46. How Apps Are Used Games (64%) Social Networking (56%) Music (44%) Entertainment (34%) Weather (60%) Maps (51%) News (39%) Banking (32%) Source: Neilsen
  • 47. How Apps Are Used 70 52.5 35 17.5 0 Games (64%) Social Networking (56%) Music (44%) Entertainment (34%) Weather (60%) Maps (51%) News (39%) Banking (32%) Source: Neilsen
  • 48. Augmented Reality Apps
  • 49. 2D Codes
  • 50. 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
  • 51. • 10% of magazine advertising pages contain a QR code, up from 5% a year ago• Average response rate was 6.4%• According to the DMA, the verage response rate for direct mail is 4.4% Source: Nellymoser
  • 52. Let’s Generate a QR Code
  • 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. 2D Codes Jamie’s Neanderthal Exhibit Photo
  • 68. 2D Codes Jamie’s Neanderthal Jamie’s High School Exhibit Photo Yearbook Photo
  • 69. Google Goggles
  • 70. Google Googles
  • 71. Mobile Media Action Plan• Step #1: Mobilize your website• Step #2: Watch how your competitors are using mobile media• Step #3: Start using mobile media yourself• Step #4: Set your Google Alerts for “Mobile Marketing”• Step #5: Create a 2D or QR code promotion• Step #6: Run a mobile ad campaign
  • 72. Mobile Media Action Plan • Step #7: Claim your business on location-based applications • Step #8: Design an iPhone or a Smart Phone app • Step #9: Integrate your mobile campaign into the rest of your campaign • Step #10: Test your way into success
  • 73. Contact MeTo Download:60SecondMarketer.com/blogFollow me here:60SecondMarketer.com/blog@AskJamieTurnerContact me:Jamie.Turner@60SecondMarketer.com678-313-3472

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