How Consumers Use Mobile to Engage with Brands

How to Use Mobile Marketing to Get New Customers Jamie Turner Author, Speaker and Marketing Consultant Follow Jamie on Twitter @AskJamieTurner

Singapore -- April 10th through 12th, 2013 London -- June 12th through 14th, 2013

Let’s Get to Know One Another

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

#1 Best-Selling Mobile Marketing Book

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

Mobile Media Facts and Figures

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

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

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

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

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

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

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

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

How Businesses are Using MobileMarketing to Grow Revenues

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)

How Businesses are Using MobileMarketing to Grow Revenues Google RIM Apple Microsoft 50% 8% 33% 9% Source: Nielsen

How People MakeBuying Decisions

What is the Purpose of Marketing?

How People Make Buying Decisions

How People Make Buying Decisions Female Brain

How People Make Buying Decisions Female Brain Male Brain

How to Set Up a Mobile Website

Mobile Website Standard Mobile

Mobile Websites: The Essential ThingsYou Need to Know

Mobile Websites: The Essential ThingsYou Need to Know• Be Thumb-Friendly

Mobile Websites: The Essential ThingsYou Need to Know• Be Thumb-Friendly• Streamline the Navigation

Mobile Websites: The Essential ThingsYou Need to Know• Be Thumb-Friendly• Streamline the Navigation• Honor Your Brand

Mobile Websites: The Essential ThingsYou Need to Know• Be Thumb-Friendly• Streamline the Navigation• Honor Your Brand• Test Your Site

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 doctors to remind patients of appointments• Used by airlines to update people on ﬂights

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

Mobile Display Ads

Mobile Display Ad Options• User clicks ad, which then uses GPS technology to identify location and direct them to nearest store Source: MobClix

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

Mobile Paid Search

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)

Location-Based Marketing:Location-Based Services, Near FieldCommunications and Location-BasedAdvertising

Location-Based Marketing Overview

Location-Based Services

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• Subway in the U.K. used location-based SMS to provide discounts to customers who walked by their store

Mobile Apps

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”

How Apps Are Used Games (64%) Social Networking (56%) Music (44%) Entertainment (34%) Weather (60%) Maps (51%) News (39%) Banking (32%) Source: Neilsen

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

Augmented Reality Apps

2D Codes

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

• 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

Let’s Generate a QR Code

2D Codes

2D Codes Jamie’s Neanderthal Exhibit Photo

2D Codes Jamie’s Neanderthal Jamie’s High School Exhibit Photo Yearbook Photo

Google Goggles

Google Googles

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

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

Contact MeTo Download:60SecondMarketer.com/blogFollow me here:60SecondMarketer.com/blog@AskJamieTurnerContact me:Jamie.Turner@60SecondMarketer.com678-313-3472

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How Consumers Use Mobile to Engage with Brands

by Jamie Turner on Oct 18, 2012

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How Consumers Use Mobile to Engage with Brands Presentation Transcript