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   ...
Know Your Customers
•   SMS Messages•   Mobile Website•   Mobile Email•   Display Advertising•   Search Advertising•   QR Code•   Application•...
Components to aMobile Marketing Plan• Target audience• Offerings• Quantified Objectives• Resources• Communication Efforts•...
Components to aMobile Marketing Plan• Target audience• Offering• Quantified Objectives• Resources• Communication Efforts• ...
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, t...
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 URL...
Search & Display
Display Best Practices•   Utilize targeting•   Send to a mobile-optimized landing page•   What is the CTA?•   Track visits...
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
Mobile Marketing
Mobile Marketing
Mobile Marketing
Mobile Marketing
Mobile Marketing
Mobile Marketing
Mobile Marketing
Mobile Marketing
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Mobile Marketing

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Mobile marketing presentation given to the Chattahoochee Valley AAF on October 20, 2011

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Mobile Marketing

  1. 1. Mobile MarketingChattahoochee ValleyAmerican Advertising FederationOctober 20, 2011
  2. 2. We’ve Come aLong Way
  3. 3. Mobile is Mainstream
  4. 4. Desktop Power in a Mobile Device
  5. 5. Developing a Mobile Strategy
  6. 6. Generate Sales Brand IncreaseAwareness Marketing Goals Revenues Improve Enhance Customer Customer Support Loyalty
  7. 7. Know Your Customers
  8. 8. • SMS Messages• Mobile Website• Mobile Email• Display Advertising• Search Advertising• QR Code• Application• Location Based Services• Augmented Reality
  9. 9. Components to aMobile Marketing Plan• Target audience• Offerings• Quantified Objectives• Resources• Communication Efforts• Delivery ChannelsComponents of a Mobile Campaign
  10. 10. Components to aMobile Marketing Plan• Target audience• Offering• Quantified Objectives• Resources• Communication Efforts• Delivery Channels
  11. 11. Mobile Marketing Channels
  12. 12. Website
  13. 13. 79% of large online advertisersdo not have a mobile-optimizedwebsite. Source: Google, March 2011
  14. 14. Jakob NielsonIf mobile use is important to yourInternet strategy, its smart tobuild a dedicated mobile site.
  15. 15. SMS Marketing
  16. 16. SMS Campaign• 90% Sign-up rate• Lower acquisition costs• 400% Increase in sales
  17. 17. SMS Campaign • $138,460 Revenues • 61% From SMS • Coupon Conversion Rate Testing
  18. 18. SMS Best Practices• GET PERMISSION• Use urgency & scarcity• Cross-promote with other media • Great for radio, television & OOH
  19. 19. QR Codes
  20. 20. Mobile barcode scanninggrew 1,600 percent in 2010.
  21. 21. “Custom QR codeshave a three-to-oneratio of scans overtraditional codes.”
  22. 22. QR Best Practices• Simple short URLs• Educate consumers• Size matters... & TEST scanability!• Utilize tracking URLs• Don’t post codes online• What is the CTA?
  23. 23. Search & Display
  24. 24. Display Best Practices• Utilize targeting• Send to a mobile-optimized landing page• What is the CTA?• Track visits, conversions, and connections
  25. 25. Location Based Services
  26. 26. Promotions
  27. 27. LBS Best Practices• Great for LOCAL businesses• Give incentives for checkins• Look at your demographics• Make it fun
  28. 28. IntegratingMobile
  29. 29. What’s Next?Web: www.kelseyads.comEmail: brandon.eley@kelseyads.comTwitter: @beleySlides: www.brandoneley.com
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