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Mobile Marketing 101Sarah Hodkinson  Head Of Merchant Marketing<br />
About WHERE<br /><ul><li> Founded in 2004
 An eBay/PayPal company
 Mobile location based services; 3 divisions:</li></ul>Consumer: Mobile App relied upon by 4MM+ consumer for local discove...
What We Do<br />WHERE App & Where.com<br />Brands & SMB Merchants<br />Local Consumer Audience<br />WHERE <br />Ads™<br />...
Competitive Landscape<br />
Today’s Agenda<br />The Growth of Mobile<br />Why Mobile is Important for Businesses<br />The Mobile Ecosystem<br />Establ...
Smartphone Use<br />50% of Americans will have smartphones by year end<br />Mobile use of the web is growing faster than d...
How Consumers Use Phones<br />Source: Pew<br />
Mobile, Location & Spending<br /><ul><li>   Google: Over 1/3 of search is related to location
   Microsoft: 53% of mobile searches on Bing have a local intent
    Most PC based search-to-purchases take one week vs. one hour for mobile
Ability to lead people from search to store & accelerate purchasing</li></li></ul><li>Why Mobile is Important<br />84% use...
The Mobile Ecosystem<br />Carriers<br />Device Manufacturers<br />Operating Systems<br />
An App or a Mobile Website?<br />Apps<br />Pros –<br />Load quickly<br />Don’t require connectivity<br />Cons – <br />Disc...
Your Free Mobile Page<br /><ul><li> An optimized mobile presence
 Business listing page includes
 Click-to-call phone number
 Click-to-map directions
 Ability for consumer to save
 Constant Contact Join My Email List
Customize by adding pictures; links (website, Facebook, menus, etc); business description; hours; etc</li></li></ul><li>Bu...
Mobile Marketing Channels<br />Inbound / Pull:<br /><ul><li>Mobile website
Mobile app
Mobile page</li></ul>Outbound / Push:<br /><ul><li>SMS text messaging
Email
Mobile ads
QR codes</li></li></ul><li>QR Codes<br />QR codes = 2D barcodes<br />Scanning can direct a consumer <br /><ul><li> to a br...
 to a discount coupon
 to a contest
 from a sign in your window to reviews of your establishment
 to a video testimonial from a happy customer
 to a map to your nearby locations</li></li></ul><li>Local Advertising is Changing<br />
Advertising Objectives<br />
Media to Reach Consumers<br />= OPPORTUNITY!<br />Source: BIA/Kelsey<br />
Consumer use of Mobile LBS<br />Consumers use mobile ads to find nearby stores, to map them and get directions – indicator...
Mobile Advertising<br /><ul><li>Mobile Local Ad Spending will be the fastest growing medium over the next 5 years (Borrell)
82% of smartphone users notice mobile ads (Google)</li></li></ul><li>WHERE Ads<br /><ul><li>Largest location-based mobile ...
50MM consumer reach
All platforms – Android, iPhone, Blackberry, Windows
350+ publishers
Pay only for performance
View stats & measure performance</li></li></ul><li>Relevancy Engine<br />
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Mobile Marketing 101 and Location Based Advertising

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Mobile Marketing 101 and Location Based Advertising by Sarah Hodkinson of Where, Inc. Presented to BMA Carolinas on August 17th, 2011.

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  • SMS – 10 digit (legitimacy), shared code, dedicated code
  • Geo fences; flu index
  • Why our deals are different = + mobile, lower commissions
  • WHERE app becomes a platform for merchantsDeliver deals directMigrate customers &amp; prospects to mobile
  • Mobile wallet, NFC, Starbucks app, PayPal in UK at Pizza Express
  • Transcript of "Mobile Marketing 101 and Location Based Advertising"

    1. 1. Mobile Marketing 101Sarah Hodkinson Head Of Merchant Marketing<br />
    2. 2. About WHERE<br /><ul><li> Founded in 2004
    3. 3. An eBay/PayPal company
    4. 4. Mobile location based services; 3 divisions:</li></ul>Consumer: Mobile App relied upon by 4MM+ consumer for local discovery & personalized place recommendations. Synchronized with where.com<br />WHERE Ads: The largest location-based mobile ad network with 350+ publishers and over 50MM consumer reach <br />Merchant Services: making location-targeted mobile advertising and offer promotions easy and accessible for small businesses<br />
    5. 5. What We Do<br />WHERE App & Where.com<br />Brands & SMB Merchants<br />Local Consumer Audience<br />WHERE <br />Ads™<br />SMB Portal<br />WHERE creates the conversation between local consumer audiences and the merchants that want to reach them<br />
    6. 6. Competitive Landscape<br />
    7. 7. Today’s Agenda<br />The Growth of Mobile<br />Why Mobile is Important for Businesses<br />The Mobile Ecosystem<br />Establishing a Mobile Presence for your Business <br />“Location-based” mobile advertising<br />How Businesses Can leverage Mobile Marketing <br />Mobile Commerce and Mobile Payments <br />
    8. 8. Smartphone Use<br />50% of Americans will have smartphones by year end<br />Mobile use of the web is growing faster than desktop use in the 90’s<br />Source: Nielsen<br />
    9. 9. How Consumers Use Phones<br />Source: Pew<br />
    10. 10. Mobile, Location & Spending<br /><ul><li> Google: Over 1/3 of search is related to location
    11. 11. Microsoft: 53% of mobile searches on Bing have a local intent
    12. 12. Most PC based search-to-purchases take one week vs. one hour for mobile
    13. 13. Ability to lead people from search to store & accelerate purchasing</li></li></ul><li>Why Mobile is Important<br />84% use their phones to find info on local businesses (Pew)<br />88% of those who look for local info on their smart phones take action within one day (Google)<br />
    14. 14. The Mobile Ecosystem<br />Carriers<br />Device Manufacturers<br />Operating Systems<br />
    15. 15. An App or a Mobile Website?<br />Apps<br />Pros –<br />Load quickly<br />Don’t require connectivity<br />Cons – <br />Discoverability<br />OS Fragmentation<br />Maintenance<br />Mobile website<br />Pros –<br />Works across all platforms<br />Less development<br />Cons – <br />Load time<br />Optimization for all devices<br />THINK ABOUT THE MEDIUM!<br />
    16. 16. Your Free Mobile Page<br /><ul><li> An optimized mobile presence
    17. 17. Business listing page includes
    18. 18. Click-to-call phone number
    19. 19. Click-to-map directions
    20. 20. Ability for consumer to save
    21. 21. Constant Contact Join My Email List
    22. 22. Customize by adding pictures; links (website, Facebook, menus, etc); business description; hours; etc</li></li></ul><li>Business Owner Dashboard<br />Manage Your Mobile Promotions in Minutes<br />Customize and enhance your page<br />Manage mobile ad campaigns<br />Create offers – coupons & deals<br />Analyze stats<br />
    23. 23. Mobile Marketing Channels<br />Inbound / Pull:<br /><ul><li>Mobile website
    24. 24. Mobile app
    25. 25. Mobile page</li></ul>Outbound / Push:<br /><ul><li>SMS text messaging
    26. 26. Email
    27. 27. Mobile ads
    28. 28. QR codes</li></li></ul><li>QR Codes<br />QR codes = 2D barcodes<br />Scanning can direct a consumer <br /><ul><li> to a branded app or mobile website
    29. 29. to a discount coupon
    30. 30. to a contest
    31. 31. from a sign in your window to reviews of your establishment
    32. 32. to a video testimonial from a happy customer
    33. 33. to a map to your nearby locations</li></li></ul><li>Local Advertising is Changing<br />
    34. 34. Advertising Objectives<br />
    35. 35. Media to Reach Consumers<br />= OPPORTUNITY!<br />Source: BIA/Kelsey<br />
    36. 36. Consumer use of Mobile LBS<br />Consumers use mobile ads to find nearby stores, to map them and get directions – indicators of intent to purchase<br />
    37. 37. Mobile Advertising<br /><ul><li>Mobile Local Ad Spending will be the fastest growing medium over the next 5 years (Borrell)
    38. 38. 82% of smartphone users notice mobile ads (Google)</li></li></ul><li>WHERE Ads<br /><ul><li>Largest location-based mobile ad network in North America
    39. 39. 50MM consumer reach
    40. 40. All platforms – Android, iPhone, Blackberry, Windows
    41. 41. 350+ publishers
    42. 42. Pay only for performance
    43. 43. View stats & measure performance</li></li></ul><li>Relevancy Engine<br />
    44. 44. Targeting<br />
    45. 45. Case Study: Halls<br />
    46. 46. Case Study: McDonalds<br />
    47. 47. Case Study: TD Bank<br />26<br />
    48. 48. Case Study: Piperlime<br />
    49. 49. Self-Serve Mobile Ads<br /><ul><li>Easy-to-use for SMBs
    50. 50. Location aware advertising
    51. 51. Promote your business to nearby consumers targeting by
    52. 52. Radius from your business
    53. 53. Zip code
    54. 54. WHERE self serve ads offer performance based pricing</li></li></ul><li>Consumers Want Offers<br />
    55. 55. Daily Deals<br /><ul><li> Social commerce = group buying = online2offline commerce
    56. 56. New customer acquisition
    57. 57. No upfront costs; % commission of sales
    58. 58. Fast revenue injection
    59. 59. Drives foot traffic
    60. 60. Social sharing = viral effect</li></li></ul><li>Considerations<br /><ul><li> Your business model & margins
    61. 61. Average transaction/sale amount
    62. 62. Lifetime value of a new customer
    63. 63. Commission % payable to deal provider
    64. 64. Distribution – email only?
    65. 65. Length of promotion period – daily?
    66. 66. Audience – targeted?
    67. 67. Flexibility in setting your terms & caps
    68. 68. Prominence – main or “side deal”?</li></li></ul><li>Use cases<br />Filling empty seats/tables/appointments<br />Bolster traditionally slow periods<br />In real-time; boost a quiet lunchtime<br />Perishable inventory <br />Overstocked inventory<br />Re-engage past customers that have become inactive<br />Reward existing loyal customers<br />Acquire new customers<br />
    69. 69. Self-Serve Deal Creation<br />Create your own deal on your own terms <br />Drive revenue when you need it:<br /><ul><li> Complete control & flexibility
    70. 70. Promote via online, email, social & mobile
    71. 71. Send to your Constant Contact list too
    72. 72. Lowest commission rates available</li></li></ul><li>Creating A Deal<br />Create Deal<br />Promote Deal<br />Buy Deal<br />Redeem Deal<br />
    73. 73. Case Study: NorthEast Nursery<br />$40 of merchandise for $20 generated 469 sales in three days totaling $9400:<br />Northeast Nursery selected the radius that they wanted to target and<br />WHERE emailed that deal to opted-in consumers in those locations.  <br />WHERE also ran a mobile ad campaign promoting the offer.<br /> <br />Within 24 hours, we had sold 203 vouchers for Northeast.  <br />NorthEast Nursery emailed the offer to their Constant Contact list.  Within hours, we saw the total sold raise to over 300.  <br />The offer was shared via Social media (FB, Twitter): the deal increased to 469 total sales in 3 days<br />
    74. 74. Mobile Coupons<br /><ul><li>Don’t require advance purchase like a “buy it now” deal
    75. 75. Performance-based pricing
    76. 76. SEE how well it’s working
    77. 77. Use coupons to
    78. 78. Drive business on certain days/times, eg. 2 for 1 lunches
    79. 79. Sell overstocked, perishable inventory, eg. buy one, get one</li></li></ul><li>Coupon Redemption<br />
    80. 80. Creating a Coupon<br />
    81. 81. Creating a Coupon<br />
    82. 82. Consumer Coupon Experience<br />
    83. 83. Mobile Payments<br /><ul><li> Carriers (Isis)
    84. 84. Credit Card companies
    85. 85. PayPal
    86. 86. Google checkout
    87. 87. Square
    88. 88. Zong, Boku</li></li></ul><li>Next Steps<br />1. Claim your page at where.com/merchants<br />- FREE Instant, Customizable Mobile page for your business<br />2. Location Targeted Ads to Drive Traffic<br />- Advertise on consumers phones when they are close by your business<br />3. Create and distribute offers<br /> - Create merchant-funded coupons or buy-it-now deals to drive sales when you need<br />Use promo code NC30 before Sept 30th for $30 of free mobile advertising<br />
    89. 89. Keep In Touch!<br />www.where.com/merchants<br />Follow us on Twitter @WHEREforBiz<br />Email merchants@where.com<br />Call us at 1-866-649-4373<br />THANK YOU!<br />
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