8 Tips on How To Leverage Mobile for Marketing

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8 Tips on How To Leverage Mobile for Marketing

  1. 1. 8 tips to leverage smartphones for marketing ©  promobikes.eu
  2. 2. mobile is sexy @
  3. 3. critical mass
  4. 4. mobile is in our DNA reach local content purchase intent local advertising solutions
  5. 5. 2.5M downloads
  6. 6. 30% of our digital searches coming from mobile (March 2011) usage
  7. 7. mobile marketer = astronaut
  8. 8. <ul><li>Know the device capabilities. </li></ul><ul><li>Understand user context. </li></ul><ul><li>Beware of … </li></ul><ul><li>Define the “role” of mobile. </li></ul><ul><li>Application considerations. </li></ul><ul><li>Start where the audience is.. </li></ul><ul><li>Test. Fail quick and fail cheap. </li></ul><ul><li>Track everything. </li></ul>8 tips
  9. 9. ultimate tool for local marketing.
  10. 10. why the ultimate tool? <ul><li>Where I am </li></ul><ul><li>Personal </li></ul><ul><li>24/7 </li></ul><ul><li>Social </li></ul>
  11. 11. <ul><li>Know the device capabilities. </li></ul><ul><li>Understand user context. </li></ul><ul><li>Beware of … </li></ul><ul><li>Define the “role” of mobile. </li></ul><ul><li>Application considerations. </li></ul><ul><li>Start where the audience is.. </li></ul><ul><li>Test. Fail quick and fail cheap. </li></ul><ul><li>Track everything. </li></ul>8 tips
  12. 12. the mobile/social generation
  13. 13. not just the young cool dudes Wait, I’m updating my status on FaceBook!
  14. 14. Source: Quorus Consulting Group
  15. 15. covers the whole purchasing process Awareness Purchase decision (Transaction)
  16. 16. “ I’m ready to buy. Are you ready to sell?”
  17. 17. 77% have contacted a business following a local search on their phone. Source: Google/IPSOS
  18. 18. 44% have purchased following a local search on their phone Source: Google/IPSOS
  19. 19. 88% have taken action in less than 24 hours! Source: Google/IPSOS
  20. 20. <ul><li>Know the device capabilities. </li></ul><ul><li>Understand user context. </li></ul><ul><li>Beware of … </li></ul><ul><li>Define the “role” of mobile. </li></ul><ul><li>Application considerations. </li></ul><ul><li>Start where the audience is.. </li></ul><ul><li>Test. Fail quick and fail cheap. </li></ul><ul><li>Track everything. </li></ul>8 tips
  21. 21. in control
  22. 22. confidentiality ©  Idea go / FreeDigitalPhotos.net
  23. 23. <ul><li>Know the device capabilities. </li></ul><ul><li>Understand user context. </li></ul><ul><li>Beware of … </li></ul><ul><li>Define the “role” of mobile. </li></ul><ul><li>Application considerations. </li></ul><ul><li>Start where the audience is.. </li></ul><ul><li>Test. Fail quick and fail cheap. </li></ul><ul><li>Track everything. </li></ul>8 tips
  24. 25. <ul><li>Know the device capabilities. </li></ul><ul><li>Understand user context. </li></ul><ul><li>Beware of ... </li></ul><ul><li>Define the “role” of mobile. </li></ul><ul><li>Application considerations. </li></ul><ul><li>Start where the audience is.. </li></ul><ul><li>Test. Fail quick and fail cheap. </li></ul><ul><li>Track everything. </li></ul>8 tips
  25. 26. considerations <ul><li>value/differentiation </li></ul><ul><li>life expectancy </li></ul><ul><li>frequency </li></ul><ul><li>marketing role </li></ul><ul><li>costs </li></ul>
  26. 29. usage by platform 60% 15% 15% Web Mobile 10% Source: YP.ca mobile
  27. 30. <ul><li>Know the device capabilities. </li></ul><ul><li>Understand user context. </li></ul><ul><li>Beware of traps. </li></ul><ul><li>Define the “role” of mobile. </li></ul><ul><li>Application considerations. </li></ul><ul><li>Start where the audience is.. </li></ul><ul><li>Test. Fail quick and fail cheap. </li></ul><ul><li>Track everything. </li></ul>8 tips
  28. 31. presence: audience already there…
  29. 32. Price information 49% Product Info / reviews 44% Promotions / Coupons 40% Inventory 34% Locate retailer 54% Use their phone when shopping Source: Google/IPSOS 79%
  30. 33. geo-based marketing = answer! ??? Location Products Promotions
  31. 35. http://www.flickr.com/photos/nsub1/2281211792/ the state of your mobile destination?
  32. 36. ©  bumptap
  33. 37. ©  bumptap
  34. 39. content distributed to partners
  35. 40. mobile placement: stand out!
  36. 41. SEM
  37. 42. « Display » Source: iAD
  38. 43. Brand Filter National Mobile Placement Local
  39. 44. Sample Only
  40. 46. <ul><li>Know the device capabilities. </li></ul><ul><li>Understand user context. </li></ul><ul><li>Beware of traps. </li></ul><ul><li>Define the “role” of mobile. </li></ul><ul><li>Application considerations. </li></ul><ul><li>Start where the audience is.. </li></ul><ul><li>Test. Fail quick and fail cheap. </li></ul><ul><li>Track everything. </li></ul>8 tips
  41. 47. emerging models
  42. 48. « check-in »
  43. 49. « geo-fencing »
  44. 50. customer experience & loyalty
  45. 51. comparative shopping
  46. 52. product = discussion topic
  47. 53. <ul><li>Know the device capabilities. </li></ul><ul><li>Understand user context. </li></ul><ul><li>Beware of ... </li></ul><ul><li>Define the “role” of mobile. </li></ul><ul><li>Application considerations. </li></ul><ul><li>Start where the audience is.. </li></ul><ul><li>Test. Fail quick and fail cheap. </li></ul><ul><li>Track everything. </li></ul>8 tips
  48. 54. 9 tip th
  49. 55. [email_address] @matthieuhoule linkedin.com/in/matthieuhoule thanks!

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