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Anvil Media Mobilizing Your Marketing Mix Webinar


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 …

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%


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