5 Ways to Integrate Mobile Into Your Marketing Mix

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85% of American adults have a mobile phone – mobile web users will outnumber PC web users by 2012. The explosive growth of the mobile device market has created new opportunities for marketers to reach potential customers, but so many still don’t take advantage of mobile.

In this presentation, you’ll learn how to successfully integrate mobile into your existing marketing campaigns to extend their reach, improve their effectiveness, and increase their ROI. We’ll discuss search and display advertising, SMS, QR codes and location based services and how they can integrate with online and offline marketing campaigns.

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5 Ways to Integrate Mobile Into Your Marketing Mix

  1. 1. 5 StrategiesIntegrating Mobileinto yourMarketing Mix Digital Atlanta November 8, 2011
  2. 2. The Stateof Mobile
  3. 3. We’ve Come aLong Way
  4. 4. Mobile is Mainstream
  5. 5. Desktop Power in a Mobile Device
  6. 6. Look at BothSides of theFunnel
  7. 7. Generate Sales Brand IncreaseAwareness Marketing Goals Revenues Improve Enhance Customer Customer Support Loyalty
  8. 8. Know Your Customers
  9. 9. • SMS Messages• Mobile Website• Mobile Email• Display Advertising• Search Advertising• QR Code• Application• Location Based Services• Augmented Reality
  10. 10. Utilize theMedia YouAlready Buy
  11. 11. YOUR BRAND www.brand.comOr text SMS to 12345
  12. 12. Engage Your with BuyersMessage Here Through Traditional Media
  13. 13. Mobile Web& Email
  14. 14. Mobile Web79% of large onlineadvertisers do nothave a mobile-optimized website. Source: Google, March 2011
  15. 15. Jakob NielsonIf mobile use is important to yourInternet strategy, its smart tobuild a dedicated mobile site.
  16. 16. Search & Display
  17. 17. Display Best Practices• Utilize targeting• Send to a mobile-optimized landing page• What is the CTA?• Track visits, conversions, and connections
  18. 18. Mobile Email
  19. 19. From4%of themarket toalmost20%in just2 years
  20. 20. Email Best Practices • Utilize @media queries • Turn off font resizing • Hide unnecessary content • Use a one-column layout • Adjust size of large imageshttp://www.campaignmonitor.com/blog/post/3163/optimizing-your-emails-for-mobile-devices-with-media/http://www.campaignmonitor.com/blog/post/3442/mobile-email-design-in-practice/
  21. 21. LeverageLocationBasedServices
  22. 22. Location Based Services
  23. 23. Foursquare
  24. 24. Facebook• Pages• Places• Advertising
  25. 25. LBS Best Practices• Great for LOCAL businesses• Go where your customers are• Give incentives for checkins• Look at your demographics• Make it fun
  26. 26. CreateEngagementOpportunities
  27. 27. SMSMarketing
  28. 28. SMS Campaign• 90% Sign-up rate• Lower acquisition costs• 400% Increase in sales
  29. 29. SMS Campaign • $138,460 Revenues • 61% From SMS • Coupon Conversion Rate Testing
  30. 30. SMS Best Practices• GET PERMISSION• Use urgency & scarcity• Cross-promote with other media • Great for radio, television & OOH
  31. 31. QRCodes
  32. 32. Mobile barcode scanninggrew 1,600 percent in 2010.
  33. 33. “Custom QR codeshave a three-to-oneratio of scans overtraditional codes.”
  34. 34. QR Best Practices• Simple short URLs• Educate consumers• Size matters... & TEST scanability!• Utilize tracking URLs• Don’t post codes online• What is the CTA?
  35. 35. Get In TouchWeb: www.kelseyads.comEmail: brandon.eley@kelseyads.comTwitter: @beleySlides: www.brandoneley.com

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