What about Mobile Marketing?
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What about Mobile Marketing?

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What about Mobile Marketing? Presentation Transcript

  • 1. Holy @#&%! What about Mobile Marketing?!? #WhatAboutMobile
  • 2. With Your Hosts… Justin Mastrangelo Founder JA Interactive & JA.TXT Jon-Mikel Bailey Founder Wood Street, Inc @JustinPGH @jonmikelbailey
  • 3.
    • 3 Mobile Marketing Opportunities
    • 3 Biggest Mobile Marketing Mistakes
    • Wrong Way, Right Way
    The Next 45 Minutes…
  • 4. Opportunities (start here)
  • 5. Are You Getting Mobile Traffic? (probably, but let‘s check...)
  • 6. Check Your Stats...
    • Where to look…
    • Install Google Analytics
    • In Audience, check either:
      • Browser & OS, or
      • Mobile Stats
    Page 
  • 7. Check Your Stats...
    • What are the overall numbers?
    Page 
  • 8. Check Your Stats...
    • What are the browser numbers?
    Page 
  • 9. Tweet This!
    • Mobile traffic varies by industry. Check web stats to see where mobile users are going. #WhatAboutMobile
  • 10. Remember Traditional Media? (it hasn‘t gone anywhere)
  • 11. Mobile Call-to-Action
    • SMS
    • QR Code
    • Download App
    • It’s easier!
  • 12. On TV: Chicago’s Shedd Aquarium
    • Offered a VIP package as a prize
    • Tested “Go to our website to enter” vs “Text in now to enter” on 4 different TV networks
    • 3 networks used website
    • 1 network used text messaging
  • 13. On TV: Chicago’s Shedd Aquarium
  • 14. What’s the Goal?
    • Easy and interesting call-to-action
    • Measures the media
    • Can build a database from media
    • Cost-effective
  • 15. Tweet This!
    • Adding SMS to traditional media can get you in front of over 90% of mobile users. #WhatAboutMobile
  • 16. Location and Events Wait a minute, everyone is on their phone…
  • 17. Get them Involved at Events
    • Audience members could text in a question during the presentation
    • They were also entered to win an iPod shuffle
    • Over 40% of the audience texted in
  • 18. While They’re at Your Location
  • 19. While They’re at Your Location
    • Take advantage of your audience while they’re they closest to your product
    • Have them scan a QR code or text in for exclusive content, promotions, or a chance to win something
    • Use day-to-day traffic to build a mobile marketing loyalty program
  • 20. Get them Involved
    • SMS & QR
    • Enter to win
    • Vote
    • Video
    • Check-ins?
    • No more clipboards!
  • 21. Tweet This!
    • Use SMS and QR to replace pens and paper at your events. #WhatAboutMobile
  • 22. Mistakes (they’re everywhere right now)
  • 23. “ I hear that QR Codes will save my life” No, but if used properly, they can enhance your mobile marketing efforts…
  • 24.
    • On the side of a bus…
    Page  When QR Codes don‘t work...
  • 25.
    • On a large billboard…
    Page  When QR Codes don‘t work... Any place where scanning is difficult…
  • 26.
    • Where scanning is easy and the user wants more info…
    Page  A better approach would be... And don’t just rely on QR, try SMS too…
  • 27. Tweet This!
    • Slapping a QR code on something is not a mobile marketing strategy. #WhatAboutMobile
  • 28. “ I know, I’ll send ‘em to my homepage” This is your chance to either be annoying or to be the HERO , you choose…
  • 29.
    • Remember, these need to be super focused and user friendly. Um…
    Page  So, where are you sending them...
  • 30.
    • Create versions that work well for small screens and
    • touch navigation…
    Page  A better version...
  • 31.
    • Even better, create landing pages specific to the campaign you are using to get them there…
    Page  A better version...
  • 32. Tweet This!
    • Less is more on mobile. Give your audience what they need and stop there. #WhatAboutMobile
  • 33. Focusing on the Tools (…and not the strategy)
  • 34. Focusing on the Tools
  • 35. A Good Example “ Text LASIK to 12345 for your chance to win free LASIK surgery”
  • 36. A Good Example
    • Radio campaign used the prize (free LASIK surgery) to qualify the entries
    • Text messaging showed the company which stations were getting more entries so they could target those stations more later
    • The database built from the campaign was used to text out time-sensitive offers in the future during slow periods of business
  • 37.
    • Just because a tool exists, does not mean you need to rush out and use it. Think about your goals and your target audience first…
    Page  Remember this slide?
  • 38. Tweet This!
    • Marketing on mobile is not about technology, it’s about strategy. #WhatAboutMobile
  • 39. Wrong Way, Right Way
  • 40. QR Codes: The Wrong Way
    • Placing QR Codes on your website? Really?
    • Placing a QR Code on anything that links to your homepage
    • Placing QR Codes where scanning them is difficult
    • Assuming everyone knows what it is and what to do with it
  • 41. QR Codes: The Right Way
    • Use QR where the user will want more information
    • Link QR a mobile page with RELEVANT content
    • Place QR Codes where they make sense
    • Know your audience? Are they tech savvy?
  • 42. Apps: The Wrong Way
    • Creating an app that clones a site
    • Building an iPhone app when your users are multi-platform
    • Creating an app that is limited
    • Creating an app because you want to say you have an app
  • 43. Apps: The Right Way
    • Ask if the solution could be offered as a mobile website
    • Know your audience. Are they multi-platform users?
    • It should serve a purpose, solve a problem
    • Don’t build something “cool”
  • 44. SMS: The Wrong Way
    • SMS call-to-action is placed at the bottom of an ad in small print
    • Incentive is “To join our mobile club…”
    • Subscribers are never texted again
    • … or subscribers are texted only marketing messages
  • 45. SMS: The Right Way
    • The SMS call-to-action is the focus of the ad
    • An exclusive offer and behind-the-scenes video is the incentive
    • Subscribers are given a product update and another video in less than two weeks
  • 46. Geo-Location: The Wrong Way
    • A dentist’s office puts up a “check in here” sign in their lobby
    • or
    • A restaurant puts up a “check in here” signs on their tables but does not setup an offer
  • 47. Geo-Location: The Right Way
    • The dentist’s office concentrates on other form of mobile marketing
    • or
    • A restaurant creates an offer for the “mayor” and those who check-in three times
  • 48. Tweet This!
    • Only 12% of smartphone owners use geo-location services. #WhatAboutMobile
    • http://mashable.com/2011/09/06/location-based-services-unpopular/
  • 49. Remember…
    • Calls-to-Action
    • SMS
    • QR Codes
    • Delivering Content
    • Mobile Web & Video
    • Apps
  • 50. Ask these Questions
    • What is the goal?
    • How will you reach the audience?
    • Is it easy for them?
    • Is it mobile-friendly from start to finish?
    • Is there VALUE for the audience?
  • 51. ? Placeholder, enter your own text here Questions? Jon-Mikel Bailey 301.668.5006 x8452 www.woodstreet.com @jonmikelbailey @woodstreetweb Justin Mastrangelo 412.334.6835 www.jainteractive.com @JustinPGH @JATXT ? ?