What about Mobile Marketing?

Holy @#&%! What about Mobile Marketing?!? #WhatAboutMobile

With Your Hosts… Justin Mastrangelo Founder JA Interactive & JA.TXT Jon-Mikel Bailey Founder Wood Street, Inc @JustinPGH @jonmikelbailey

3 Mobile Marketing Opportunities
3 Biggest Mobile Marketing Mistakes
Wrong Way, Right Way
The Next 45 Minutes…

Opportunities (start here)

Are You Getting Mobile Traffic? (probably, but let‘s check...)

Check Your Stats...
Where to look…
Install Google Analytics
In Audience, check either:
Browser & OS, or
Mobile Stats
Page 

Check Your Stats...
What are the overall numbers?
Page 

Check Your Stats...
What are the browser numbers?
Page 

Tweet This!
Mobile traffic varies by industry. Check web stats to see where mobile users are going. #WhatAboutMobile

Remember Traditional Media? (it hasn‘t gone anywhere)

Mobile Call-to-Action
SMS
QR Code
Download App
It’s easier!

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

On TV: Chicago’s Shedd Aquarium

What’s the Goal?
Easy and interesting call-to-action
Measures the media
Can build a database from media
Cost-effective

Tweet This!
Adding SMS to traditional media can get you in front of over 90% of mobile users. #WhatAboutMobile

Location and Events Wait a minute, everyone is on their phone…

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

While They’re at Your Location

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

Get them Involved
SMS & QR
Enter to win
Vote
Video
Check-ins?
No more clipboards!

Tweet This!
Use SMS and QR to replace pens and paper at your events. #WhatAboutMobile

Mistakes (they’re everywhere right now)

“ I hear that QR Codes will save my life” No, but if used properly, they can enhance your mobile marketing efforts…

On the side of a bus…
Page  When QR Codes don‘t work...

On a large billboard…
Page  When QR Codes don‘t work... Any place where scanning is difficult…

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…

Tweet This!
Slapping a QR code on something is not a mobile marketing strategy. #WhatAboutMobile

“ I know, I’ll send ‘em to my homepage” This is your chance to either be annoying or to be the HERO , you choose…

Remember, these need to be super focused and user friendly. Um…
Page  So, where are you sending them...

Create versions that work well for small screens and
touch navigation…
Page  A better version...

Even better, create landing pages specific to the campaign you are using to get them there…
Page  A better version...

Tweet This!
Less is more on mobile. Give your audience what they need and stop there. #WhatAboutMobile

Focusing on the Tools (…and not the strategy)

Focusing on the Tools

A Good Example “ Text LASIK to 12345 for your chance to win free LASIK surgery”

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

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?

Tweet This!
Marketing on mobile is not about technology, it’s about strategy. #WhatAboutMobile

Wrong Way, Right Way

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

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?

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

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”

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

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

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

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

Tweet This!
Only 12% of smartphone owners use geo-location services. #WhatAboutMobile
http://mashable.com/2011/09/06/location-based-services-unpopular/

Remember…
Calls-to-Action
SMS
QR Codes
Delivering Content
Mobile Web & Video
Apps

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?

? 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 ? ?

What about Mobile Marketing?

by Jon-Mikel Bailey on Feb 07, 2012

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What about Mobile Marketing? — Presentation Transcript