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Where to begin in Mobile Marketing

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Since the iPhone's arrival in 2007, mobile's been a frequent topic of discussion is business meetings. Unfortunately for most companies, it's mostly talk for fear of action--for good reason. The fast …

Since the iPhone's arrival in 2007, mobile's been a frequent topic of discussion is business meetings. Unfortunately for most companies, it's mostly talk for fear of action--for good reason. The fast pace of mobile's evolution has forced most brands, including powerhouses like Starbucks and Walmart, to admit that they can't keep up.

Here's a secret: you don't need to.

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  • Let’s take a look some facts that might floor you.
  • Let’s take a look some facts that might floor you.
  • Let’s take a look some facts that might floor you.
  • Let’s take a look some facts that might floor you.
  • Let’s take a look some facts that might floor you.
  • Let’s take a look some facts that might floor you.
  • Let’s take a look some facts that might floor you.
  • Let’s take a look some facts that might floor you.
  • Let’s take a look some facts that might floor you.
  • Let’s take a look some facts that might floor you.
  • Let’s take a look some facts that might floor you.
  • Let’s take a look some facts that might floor you.
  • Let’s take a look some facts that might floor you.
  • Let’s take a look some facts that might floor you.
  • Let’s take a look some facts that might floor you.
  • Let’s take a look some facts that might floor you.
  • Let’s take a look some facts that might floor you.
  • Let’s take a look some facts that might floor you.
  • Let’s take a look some facts that might floor you.
  • Let’s take a look some facts that might floor you.
  • Let’s take a look some facts that might floor you.
  • Let’s take a look some facts that might floor you.
  • Let’s take a look some facts that might floor you.
  • Let’s take a look some facts that might floor you.
  • Let’s take a look some facts that might floor you.
  • Let’s take a look some facts that might floor you.
  • Let’s take a look some facts that might floor you.
  • Let’s take a look some facts that might floor you.
  • Let’s take a look some facts that might floor you.
  • Let’s take a look some facts that might floor you.
  • Let’s take a look some facts that might floor you.
  • Let’s take a look some facts that might floor you.
  • Let’s take a look some facts that might floor you.
  • Let’s take a look some facts that might floor you.
  • Let’s take a look some facts that might floor you.
  • Let’s take a look some facts that might floor you.
  • Let’s take a look some facts that might floor you.
  • Let’s take a look some facts that might floor you.
  • Let’s take a look some facts that might floor you.
  • Let’s take a look some facts that might floor you.
  • Let’s take a look some facts that might floor you.
  • Let’s take a look some facts that might floor you.
  • Let’s take a look some facts that might floor you.

Transcript

  • 1. Where to Begin in Mobile Marketing A pragmatic approach to integrating & scaling mobile efforts into your marketing mix Curt Prins Integrated Marketing Summit – Minneapolis 6 June 2014
  • 2. Agenda: 1. About Me 2. Mobile Factoids 3. Where to Begin 4. Mobile Tools to Consider 5. Q&A
  • 3. About Me: • 1993: Mobile Seed Planted • 1995: Embedded Computing • 2004: First Smartphone • 2009: Mobile in a nonprofit • 2010: Mobile strategist for Startups, F100 & NPOs
  • 4. Factoids to give you a sense of scale & speed of mobile adoption
  • 5. 371,000 babies are born daily 645,000 iOS devices activated 1,500,000 Android devices activated
  • 6. 1:6 Yes, that’s one kid for every six mobile devices.
  • 7. 7,000,000,000 people on the earth 6,000,000,000 access to mobile 4,500,000,000 access to toilets
  • 8. 175,280,000 smartphone users 107,100,00 tablet users
  • 9. 282,380,000 mobile devices primed for your attention
  • 10. This trend has yet to plateau in the US.
  • 11. We’re addicted to our mobile devices.
  • 12. So is everyone else (but France).
  • 13. Dirty Secret what you might have heard about mobile marketing is WRONG
  • 14. Mobile isn’t just for big business.
  • 15. Small businesses have adopted mobile faster.
  • 16. It’s not exclusive for teens & millennials.
  • 17. C-level executives are equally heavy users.
  • 18. You DON’T need a mobile app to start.
  • 19. Here are seven reasons why:
  • 20. 1. Good app costs $150-250K to build 2. Spend 1.5x to promote & update 3. Average user downloads 45 apps, 42 of which are free 4. But uses only 5 of them 5. Pay $1.80-$2.50 per download 6. “Loyal” users uses the app 3x
  • 21. You don’t need the “bright & shiny” tools either.
  • 22. Or most of these.
  • 23. where you begin (in 3 steps)
  • 24. #1: Understand your customers & prospects
  • 25. You are NOT one of them.
  • 26. create user personas
  • 27. observe them in public
  • 28. talk to them
  • 29. #2: Find their pain points
  • 30. look at your analytics & set goals
  • 31. Google offers a wealth of info.
  • 32. talk to your team
  • 33. talk to your customers
  • 34. #3: Mobilize your existing marketing tools
  • 35. start with your site
  • 36. 63% of your mobile visitors won’t come back if you give them a desktop experience.
  • 37. web site: • Create a mobile-responsive micro-site • Hold off on your main site unless it’s past due for an overhaul • Backbone of all mobile efforts • Less is more—focus on critical information first & limit forms to 3-5 questions • Do ample a/b testing
  • 38. continue with email efforts
  • 39. email: • It’s the most used app on smartphones • 92% of smartphone/tablet users check email • The average mobile Internet user spends 42% of her time on email. • Mobile users are looking for any excuse to delete email • Resource: Text MOMAIL to 75309
  • 40. optimize search engine marketing
  • 41. SEM is more prominent on mobile screens.
  • 42. sem: • 63% of local mobile search ends in a store visit or other actions • Geo-targeting offers greater • Easy via Google AdWords • Click2Call drives conversions • Though dropping, CTR are still 4-5x over desktop search
  • 43. explore other mobile tools
  • 44. other mobile tools: • Text messaging open rates exceed 95%-- excellent for broadcast ads, events & print • Conversion tools like QR codes & NFC bridge the traditional with the interactive • Graduate to mobile apps only if needed— expensive to both build & keep relevant. • Ignore the “bright shinny things” unless their direct benefit is obvious • Test small; scale up with success
  • 45. Recap: #1: understand your audience #2: find their pain points #3: mobilize what you have
  • 46. curtprins.com/connect