Mobile Marketing

Mobile MarketingChattahoochee ValleyAmerican Advertising FederationOctober 20, 2011

We’ve Come aLong Way

Mobile is Mainstream

Desktop Power in a Mobile Device

Developing a Mobile Strategy

Generate Sales Brand IncreaseAwareness Marketing Goals Revenues Improve Enhance Customer Customer Support Loyalty

Know Your Customers

• SMS Messages• Mobile Website• Mobile Email• Display Advertising• Search Advertising• QR Code• Application• Location Based Services• Augmented Reality

Components to aMobile Marketing Plan• Target audience• Offerings• Quantified Objectives• Resources• Communication Efforts• Delivery ChannelsComponents of a Mobile Campaign

Components to aMobile Marketing Plan• Target audience• Offering• Quantified Objectives• Resources• Communication Efforts• Delivery Channels

Mobile Marketing Channels

Website

79% of large online advertisersdo not have a mobile-optimizedwebsite. Source: Google, March 2011

Jakob NielsonIf mobile use is important to yourInternet strategy, its smart tobuild a dedicated mobile site.

SMS Marketing

SMS Campaign• 90% Sign-up rate• Lower acquisition costs• 400% Increase in sales

SMS Campaign • $138,460 Revenues • 61% From SMS • Coupon Conversion Rate Testing

SMS Best Practices• GET PERMISSION• Use urgency & scarcity• Cross-promote with other media • Great for radio, television & OOH

QR Codes

Mobile barcode scanninggrew 1,600 percent in 2010.

“Custom QR codeshave a three-to-oneratio of scans overtraditional codes.”

QR Best Practices• Simple short URLs• Educate consumers• Size matters... & TEST scanability!• Utilize tracking URLs• Don’t post codes online• What is the CTA?

Search & Display

Display Best Practices• Utilize targeting• Send to a mobile-optimized landing page• What is the CTA?• Track visits, conversions, and connections

Location Based Services

Promotions

LBS Best Practices• Great for LOCAL businesses• Give incentives for checkins• Look at your demographics• Make it fun

IntegratingMobile

What’s Next?Web: www.kelseyads.comEmail: brandon.eley@kelseyads.comTwitter: @beleySlides: www.brandoneley.com

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Mobile Marketing

by Brandon Eley on Oct 20, 2011

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Mobile Marketing — Presentation Transcript