Mobile Marketing for Small Business


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Presentation for Congressman Raul Grijalva and the AZ Small Business Development Center on Mobile Marketing

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  • Great overview. Clearly, mobile is here. But your recommended steps are missing mobile search. At mTrax (, we're seeing high demand from small businesses for mobile search listings on Google, Yahoo, and Microsoft. Doing this, these companies can get in front of cell phone users who are ready to call them now.
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Mobile Marketing for Small Business

  1. 1. By: Michael Tucker CEO, Social Mobile Buzz
  2. 2. Overview <ul><li>Mobile Marketing Facts </li></ul><ul><li>What is Mobile Commerce? </li></ul><ul><li>What is Mobile Marketing? </li></ul><ul><li>Methods of Mobile Marketing </li></ul><ul><li>Mobile industry “Players” </li></ul><ul><li>Why Mobile is So Effective? </li></ul><ul><li>Case studies </li></ul><ul><li>Where to start (Go mobile in 10 minutes or less) </li></ul>
  3. 3. Mobile Marketing Facts <ul><li>There are 6.5B people on the planet 5B of them have mobile phones </li></ul><ul><li>There are 5 times more mobile phones than laptops and computers </li></ul><ul><li>There are 272 million mobile subscribers in the U.S </li></ul><ul><li>91% of people keep there phones within 3 feet of themselves 24/7. </li></ul>
  4. 4. Mobile Marketing Facts (Cont’d) <ul><li>76% of the cell phone users actively text message with an open rate of 95% </li></ul><ul><li>29% of mobile phones are smart phones </li></ul><ul><li>Mobile Ad spend is expected to reach $5.7 Billion by 2014 and $11Billlion by 2015 </li></ul>
  5. 5. Does this look familiar? <ul><li>Americans send 75 billion SMS/text messages per yr. (Appx. 2.5B a day) </li></ul><ul><li>Teenagers send 3,339 texts per month </li></ul><ul><li>Voice usage has decreased by 14% among teens and is decreasing in all age groups under 55 </li></ul>- Neilson 2010,U.S Teen Mobile Report
  6. 6. What is Mobile Commerce? <ul><li>Mobile Commerce , also known as M-Commerce or mCommerce , is the ability to conduct commerce using a mobile device, such as a mobile phone </li></ul>
  7. 7. The mCommerce Wave is Coming <ul><li>M-commerce is predicted to reach US$119 billion in 2015 (ABI research) </li></ul><ul><li>74 percent of online retailers in the US are planning for m-commerce, according to Research (June 2010) </li></ul><ul><li>*First movers will get the press coverage! </li></ul>HERE!
  8. 8. What is Mobile Marketing AKA 3 rd Screen Marketing <ul><li>Marketing on or with a mobile device, such as a “feature phone” (traditional cell phone), Smartphone or tablet (IPad, Xoom) </li></ul>
  9. 9. Methods of Mobile Marketing <ul><li>Mobile Web </li></ul><ul><li>Text/SMS </li></ul><ul><li>Multimedia Messaging Service (MMS) </li></ul><ul><li>Bluetooth </li></ul><ul><li>Location-base Services </li></ul><ul><li>Streaming Media </li></ul><ul><li>Downloadable Content (Apps) </li></ul><ul><li>Mobile Search </li></ul><ul><li>Mobile Display Ads </li></ul>
  10. 10. The Mobile Industry “Players” <ul><li>Mobile Ad Agencies (Social Mobile Buzz) - manages and runs campaigns for mobile brands. </li></ul><ul><li>Ad Networks - usually a self-service platform where brands and consumers can manage the sale of ad inventory online. </li></ul><ul><li>Ad Enablers - An exchange that can serve adverts from a number of mobile ad networks to your mobile site. Enablers also manage in application advertising for games and iPhone applications. </li></ul><ul><li>Ad Based Business Model - mobile companies with an advertising based service. An ad insertion platform or those that offer SMS and MMS advertising. </li></ul><ul><li>Mobile Platforms - platforms that serve mobile adverts and can be sold into companies and operators. </li></ul><ul><li>Mobile analytics - Mobile analytics companies that track your users on your mobile site. </li></ul>
  11. 12. Why Mobile is So Effective? <ul><li>Mobile Marketing is ubiquitous </li></ul><ul><ul><li>Companies and brands can reach their target demographic throughout the day… not just when they are at their computers or in front of a TV </li></ul></ul><ul><li>Mobile users are making decisions in the moment. Web browsers are “researching” </li></ul>
  12. 13. Why Mobile is So Effective? (cont’d) <ul><li>Mobile Marketing leverages other media </li></ul><ul><ul><li>QR codes or MS tags on print ads </li></ul></ul><ul><ul><li>Text Message campaigns on TV or Billboards </li></ul></ul><ul><ul><li>Websites, video, phone numbers and email capture forms linked to mobile ads </li></ul></ul>
  13. 16. Case Study #1 Volkswagen AG <ul><li>Project Type – Mobile Ad Campaign </li></ul><ul><li>Goal </li></ul><ul><ul><li>engage with a high value, tech savvy German audience in order to drive traffic to their mobile site where users can download a video, screensaver or other information about the new Golf. </li></ul></ul><ul><li>Method </li></ul><ul><ul><li>Ran mobile ads to reach Blackberry and iPhone users </li></ul></ul><ul><li>Results </li></ul><ul><ul><li>Click-through-rates of 1.7% on average </li></ul></ul><ul><ul><li>More than 25,000 visits to their mobile site. </li></ul></ul>
  14. 17. Case Study # 2 Burger King <ul><li>Project Type – Mobile Website </li></ul><ul><li>Goals </li></ul><ul><ul><li>Give on-the-go customers location info. and brand updates </li></ul></ul><ul><ul><li>Integrate mobile with other marketing efforts </li></ul></ul><ul><ul><li>Collect user mobile contact information </li></ul></ul><ul><li>Results </li></ul><ul><ul><li>Increased restaurant traffic </li></ul></ul><ul><ul><li>Extended promotional and sponsorship opportunities (NASCAR, Fast & Furious Drift) </li></ul></ul><ul><ul><li>Enormous press coverage (USA Today, CBS Sport, Maxim) </li></ul></ul>
  15. 18. Case Study #3 Pizza Hut <ul><li>Project Type – Text Campaign </li></ul><ul><li>Goals </li></ul><ul><ul><li>Generate buzz about launch of new Hershey’s Dunkers </li></ul></ul><ul><ul><li>Build a mobile database of consumers. </li></ul></ul><ul><li>  </li></ul><ul><li>Method </li></ul><ul><ul><li>Run TV spots asking viewers to text the keyword HUT to short code 269411. Consumers who texted in were entered to win a free Pizza Hut pizza, once a month, for a whole year. Consumers who double opted-in received 10 more entries and future marketing messages and offers from Pizza Hut. </li></ul></ul><ul><li>Results: . </li></ul><ul><ul><li>In less than 2 weeks, over 2,000 consumers responded and 54% double opted-in to receive great offers  </li></ul></ul>
  16. 19. This all sounds great but Where Should I Start…
  17. 20. Claim Your Google Places page & get reviews & Citations (FREE)
  18. 21. Claim Your Facebook Place
  19. 22. Use Location-Based Services <ul><li>7 % of U.S. mobile phone population use LBS (comScore) </li></ul><ul><li>Utilize local, tech savvy, evangelists </li></ul><ul><li>Online offline </li></ul><ul><li>Make offers </li></ul><ul><li>Track and reward </li></ul><ul><li>Automated CRM data </li></ul><ul><li>Sync with Twitter and Facebook </li></ul>
  20. 24. Integrate mobile into social media (Text messaging, QR codes, MS Tags)
  21. 25. Make Your website is mobile ready
  22. 26. Build a text message subscriber list of clients <ul><li>Create & use your own text message system and short code </li></ul><ul><ul><li>(e.g Text “MyBusiness” to 12345) </li></ul></ul><ul><li>Use a monthly service </li></ul><ul><ul><li>Izigg </li></ul></ul><ul><ul><li>Eztexting </li></ul></ul><ul><li>The Money is in the well maintained LIST!!! </li></ul>
  23. 27. Major Uses for Text Messaging <ul><li>Mobile Coupons </li></ul><ul><li>Last minute Specials </li></ul><ul><li>Appointment Reminders </li></ul><ul><li>Mobile Contest </li></ul><ul><li>Text to website or Opt-in page </li></ul><ul><li>If You’re President Obama you use it to announce your Vice President selection </li></ul>
  24. 28. Buy mobile display ads to expand nationally & internationally
  25. 29. 4 Areas of Mobile Ad Terminology <ul><li>CPM, CPC, CPA </li></ul><ul><li>CTR, VTU, Conversion % </li></ul><ul><li>ECPM, EPC, ECPA </li></ul><ul><li>Sales, Leads, Revenue, LTV </li></ul>Cost Conversion Revenue ROI
  26. 30. Measuring Mobile Ad ROI - Avg. CTR for Facebook Ad 0.1% or 1 in 1000 - Avg. CTR for Mobile 0.5 % + or 5 in 1000 Impressions Visitors Click Thru Rate (CTR) Clicks Users Revenue Sales 1000 100 10% 100 10 1 $50
  27. 31. Summary <ul><li>Mobile is Big Business </li></ul><ul><li>There are several FREE Mobile technologies available for business </li></ul><ul><li>Get started today (Remember Websites, & Social Media? Mobile is the new thing…this is your turn to be first at something) </li></ul>
  28. 32. Additional Resources <ul><li>Google Places </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul>
  29. 33. Questions Michael Tucker [email_address]