Anvil Media Mobilizing Your Marketing Mix Webinar


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So far, 2011 is shaping up as the "Year of Mobile." For those of you that agree with the prediction that mobile marketing is finally here, this webinar will explore the key trends and tactics to improve your mobile marketing effectiveness. Kent Lewis, Anvil Media President, will explore how mobile marketing fits into your marketing mix, focusing on mobile web design, local SEO, mobile advertising, location-based services, SMS/e-mail and mobile applications. Register, attend and build a foundation for your mobile marketing strategy.

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  • Source: The Mobile Movement Study, Google/Ipsos OTX MediaCT , Apr 2011
  • Source: The Mobile Movement Study, Google/Ipsos OTX MediaCT , Apr 2011
  • Source: The Mobile Movement Study, Google/Ipsos OTX MediaCT , Apr 2011
  • Source: The Mobile Movement Study, Google/Ipsos OTX MediaCT , Apr 2011
  • Source: The Mobile Movement Study, Google/Ipsos OTX MediaCT , Apr 2011
  • Source: Google and Forbes Insights, “B2B trends in Mobile & Online Video Study” December 2010
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  • Your Name: Kim ToomeyDate added: 5/25/11Check List of Information to Provide for Case StudyType of Service Mobile PPC Management through AdMobIndustry Vertical Local e-commerce, daily dealCase Study Title Forkfly drives more cost effective traffic through Google’s AdMob mobile display ad platformOptimized full URL for Case Study (Update BOLD Key Metrics that Can be Visualized Avg. CPC down 92%, Conversion Rate up 91%
  • Anvil Media Mobilizing Your Marketing Mix Webinar

    1. 1. Mobilizing Your Marketing Mix<br />Presented by:<br />Kent Lewis (@KentLewis)<br />President & Founder<br />Anvil Media, Inc.<br />503.260.6700<br />
    2. 2. About Anvil Media<br />Anvil Media, Inc. is digital marketing agency specializing in search engine marketing services, including search engine optimization, pay-per-click management,  online reputation management, mobile & social media marketing services.<br />
    3. 3. Agenda<br />Mobile Marketing Overview<br />Website<br />Advertising<br />Location-based Services<br />Email & SMS<br />Apps & Gaming<br />Measurement<br />Resources<br />
    4. 4. Mobile MarketingOverview<br />
    5. 5. Why Mobile<br />Personal<br />Targeted<br />Scalable<br />Immediate<br />Actionable<br />Portable<br />Interactive<br />Measurable<br />
    6. 6. Mobile Marketing: New Frontier<br />
    7. 7. Mobile Marketing: Numberpalooza<br />
    8. 8. US Smartphone Penetration<br />
    9. 9. Popular Mobile Operating Systems<br />Android (Google)<br />iOS (Apple)<br />Blackberry (RIM)<br />Windows Mobile (Microsoft)<br />Symbian (Nokia)<br />Java (Oracle)<br />BREW (Qualcomm)<br />
    10. 10. Mobile Search Growth<br />
    11. 11. Mobile Search by Type<br />
    12. 12. Websites Visited via Smartphone<br />
    13. 13. Mobile Ad Revenue Expected to Explode<br />
    14. 14. Users Notice Mobile Ads<br />82% of smartphone users notice ads on their phones<br />
    15. 15. Half of Users Take Action After Seeing Mobile Ad<br />
    16. 16. Apps vs Browsers<br />Mobile app<br />Mobile browser<br />
    17. 17. Smartphone as Part of the Purchase Process<br />
    18. 18. Mobile Drives Business Transactions<br />
    19. 19. Website<br />
    20. 20. Mobile-friendly Websites<br />Optimizing for Mobile<br />No Flash & larger buttons (with spacing)<br />Contact information in footer<br />Map & driving directions<br />Building for Mobile<br />WordPress plug-ins<br />Design in CSS (Handheld.css & iPhone.css)<br />Dedicated website (<br />
    21. 21. Mobile-friendly WordPress Website<br />
    22. 22. Quick and Dirty Mobile Site<br />Google Mobile Site Builder<br />
    23. 23. Advertising<br />
    24. 24. Mobile PPC Advertising: Google<br />Dedicated Mobile PPC Campaign<br />Location & Click-to-Call Extensions<br />Landing Pages & Conversion Funnel (LiveBall)<br />
    25. 25. Mobile Display Advertising: iAds<br />A recent study released by Campbell’s showed that iAds were twice as effective as TV advertising, and consumers who say the iAd were four times more likely to purchase the product than those who saw the TV ad<br />
    26. 26. Mobile Display Advertising: AdMob<br />AdMob (Google) Mobile Ad Network (cross-platform)<br />Advertisers: extend brand awareness & engagement<br />Agencies: distribution of creative into new channel<br />Publishers: additional monetization of content<br />App Developers: monetization platform/model<br />
    27. 27. Alternative Mobile Advertising Platforms<br />140Proof (by HootSuite)<br />AdMobile<br />
    28. 28. Mobile PPC Management Strategy<br />
    29. 29. Trans-Media Advertising<br />Used to direct viewers to specific URL<br />QR Codes & Microsoft Tag (square)<br />Digimarc Discover (embedded)<br />
    30. 30. Location-based Services<br />
    31. 31. Location-based Services<br />Virtual Loyalty/Couponing Programs<br />Utilize cellular, GPS, Bluetooth & NFC technology<br />Popular: Google & Facebook, Foursquare <br />Alt Platforms: Groupon, Yelp! Mobile, GoWalla<br />Emerging: Urban Airship & geo-fencing<br />
    32. 32. Location-based Services<br />
    33. 33. Email & SMS<br />
    34. 34. Poll #5Are your email campaigns mobile-friendly?<br />
    35. 35. Email on Mobile<br />20% of email sent by retailers is opened on a mobile device<br />
    36. 36. Mobile Email & SMS<br />Mobile-friendly email platform (ExactTarget)<br />Build or buy SMS platform (MobileStorm)<br />Mobile-friendly content strategy<br />Ideal for market research/surveys (Opiniator)<br />
    37. 37. Mobile Email Delivery Times<br />
    38. 38. Apps & Gaming<br />
    39. 39. Mobile Apps<br />
    40. 40. Mobile Apps<br />
    41. 41. iOSUsers More Likely to Pay for Apps <br />Android App Downloads<br />iOS App Downloads<br />
    42. 42. Portland Mobile Technology Players<br />
    43. 43. Mobile Gaming<br />Sponsorship<br />Product Placement<br />Branded Entertainment <br />Requires Promotion<br />
    44. 44. Mobile Gaming<br />
    45. 45. Measurement<br />
    46. 46. Analytics<br />Mobile Platforms (AdMob, Bango, Mobilytics)<br />Analytics Platforms (Google, Omniture, WebTrends)<br />Apps (Flurry)<br />Integrated (Unica, Responsys)<br />
    47. 47. Mobile Phased Implementation Opportunities<br />Anvil Media<br />Your Company<br /><ul><li>Provide background on current mobile advertising landscape
    48. 48. Evaluate the development of a mobile website versus an app
    49. 49. Detail mobile website best practices
    50. 50. Audit current mobile presence
    51. 51. Prioritize and recommend specific mobile optimization and advertising opportunities
    52. 52. Assist in setting up mobile sitemap
    53. 53. Provide list of mobile web and app developers
    54. 54. Setup mobile PPC campaigns
    55. 55. Prepare and launch mobile PPC landing pages
    56. 56. Organize and launch mobile SMS advertising program
    57. 57. Develop QR codes for specific content
    58. 58. Provide monthly traffic reports and analysis on mobile traffic
    59. 59. Optimize mobile PPC campaigns
    60. 60. Recommend new mobile ad networks to expand into
    61. 61. Supervise and organize all mobile advertising
    62. 62. Provide Anvil access to analytics platform
    63. 63. Be available for questions
    64. 64. Review Audit & Plan
    65. 65. Provide feedback to Anvil
    66. 66. Develop mobile specific organic landing pages
    67. 67. Utilize Anvil’s recommendations for mobile website best practices
    68. 68. Provide Anvil with mobile ad creative, if necessary
    69. 69. Develop mobile app, if needed
    70. 70. Ensure all pages have a mobile optimized version
    71. 71. Provide Anvil with details on upcoming ad campaigns to determine how best to utilize mobile</li></li></ul><li>AdMob PPC Case Study<br />Avg. CPC <br />Down92%<br />Conversion Rate<br />Up 91%<br />Challenge: Forkfly needed to drive as many sign-ups for their daily deals program as possible with a limited budget. Users could sign up online or through a mobile application.<br />Strategy: In conjunction with other online advertising initiatives, Anvil recommended launching AdMob mobile campaigns in which the ads would link directly into either the iTunes app store or Android marketplace where visitors could then download the free app with one click. <br />Results: * Average CPC on AdMob was 92% less than display advertising on Google AdWord’s display network<br />* Display conversion rate on AdMob was 91% higher than display advertising through Google AdWords<br />
    72. 72. Resources<br />Links<br />Mobile Marketing Association<br />eBoogie (list of mobile-friendly websites)<br />Google On Designing Mobile Friendly Websites<br />11 Excellent Solutions for Making Your Website Mobile Friendly<br />Mobile Gaming Insights and Statistics<br />ArticlesMobilizing for 2011 With a Mobile Marketing Strategy<br />5 Reasons for Brands not to Outsource Social Media Marketing<br />Why Only Idiots Promote Their Brand’s Facebook Page via Traditional Media<br />6 Social Media Platforms At-a-Glance<br />WhitepapersThe Marketer’s Guide to Location-Based Social Networking<br />The Marketer’s Guide to Optimizing Your Web Content for Search Engines<br />The Advanced Guide to Pay-Per-Click (PPC) Marketing<br />The Marketer’s Guide to Getting Started with Social Media Marketing<br />
    73. 73. Q&A & Next Steps<br />Read Anvil’s blog, articles & white papers<br />Subscribe to our newsletter or follow us on Twitter<br />Contact us with questions about mobile marketing<br />Kent Lewis President <br />Anvil Media, Inc.<br />310 NE Failing Street<br />Portland, OR 97212<br />O: 503.595.6050 x223<br />M: 503.260.6700 <br /><br />Twitter & Skype: @kentjlewis <br />LinkedIn: kentlewis<br />
    74. 74. Upcoming Anvil Webinars<br />October 20th, 2011 –10am PST<br />Conversion Optimization: Increasing revenue through usability<br />November 16th, 2011– 10am PST<br />Advanced Social Media Strategies, Tactics & Tools<br />December 14th, 2011 – 10am PST<br />Competitive Intelligence: Creating opportunities through insights<br />January 18th, 2012 – 10am PST<br />Brand Management for Hospitality Industry<br />Find Out More and Register<br /><br />
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