Mobile marketing secrets your competitors won't like


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  • I am going to start the presentation with a question. Raise your hand if you use smart phone for business. Keep your hands up if you worship your phone after work. Inst it amazing how mobile technology has transformed out lives. 20 years ago I didn’t even had a computer and the only computer that I had access to work a dos based 386 machine at my school. Fast forward today, emarketer and comsource (leading research agencies have predicted mobile users to exceed desktop users by the end of this year. When it comes to marketing platforms, mobile exceed the growth rate than any other media.
  • Let’s look at few more facts and figures. 120 million users in Us of which 75% carry their phones all the time
  • Here are various locations where we use our mobile devices. Any guesses where we use our mobile device most. Home is the #1 places where we
  • What are we using mobile for? Google continues to be the leading mobile platform. No doubt about this one because their free Android OS distribution strategy was to capture mobile market.
  • Here are few interesting use cases for mobile. Notice how finding about new products is more popular than looking for a restaurant.
  • Are you familiar with the demand generation funnel? What we are going to do here is apply the same funnel to mobile commerce and discuss each major section of the mobile demand generation funnel in details. There is a mobile counterpart to each phases of this funnel. You can use mobile display, mobile seo or ppc in awareness phase. Mobile site or app in engagement phase. Some type of offer in consideration. Mobile shopping cart in acquisition phase and social media in retention phase.
  • Why does a business needs a mobile site. We discuss few data points before but here is what users do through a mobile site. On top of using mobile for multiple tasks users expect the mobile experience to be as good as desktop if not better.
  • Before you starting developing mobile site there are several key research areas. First you need to get buy in from the owner or the leadership team. I remember back in 2011, when I first started with the a mission to built our first mobile site for it was not an easy process. The way I approached it was I took as much data as I could find from web analytics and revenue metrics and pitched the idea to our leadership. My case went from should have to must have because we were clearly leaving a revenue on the table. Then I recruited an external agency to work on the project due to the work load on our internal web team. It took us 4-5 months to go from not having a mobile site to having a full blown mobile experience.
  • Once you have the initial information the next step is to understand your target audience. In most cases your person audience and messaging will be similar to the website. However, there are several other considerations such as what is the most active segment on mobile. What devices do they use (android, iphone, tablet).
  • There are multiple types of mobile site but at a foundational level it falls under two categories. First is having an dependant mobile site which is not connect to your desktop content vs having a responsive design. Responsive design is the latest buzz word mainly because the site design automatically adjusts to the platform.
  • Mobile marketing secrets your competitors won't like

    1. 1. Sameer KhanDigital marketing lead @RackspaceEntrepreneur, speaker and bloggerMobile Marketing TacticsYour Competitors Won’t like!
    2. 2. RACKSPACE® HOSTING | WWW.RACKSPACE.COMQuick Intro2Twitter :: @sameerkhanBlog :: Keywebmetrics.comBlog ::
    3. 3. RACKSPACE® HOSTING | WWW.RACKSPACE.COMAgenda3 Mobile opportunity Mobile website Advertising Mobile Apps SMS Marketing
    4. 4. RACKSPACE® HOSTING | WWW.RACKSPACE.COMMobile Will Surpass Desktops by 2013Source:
    5. 5. RACKSPACE® HOSTING | WWW.RACKSPACE.COMSmart Phone Usage in the US78%Adoption47%7 day usage75%Carry it allthe timeSource: Google, Inc and
    6. 6. RACKSPACE® HOSTING | WWW.RACKSPACE.COMSmartphone Usage LocationsSource: Google, Inc.
    7. 7. RACKSPACE® HOSTING | WWW.RACKSPACE.COMSmartphone Internet UsageSource: Google, Inc.
    8. 8. RACKSPACE® HOSTING | WWW.RACKSPACE.COMWhat are Users Looking for?Source: Google, Inc.
    9. 9. RACKSPACE® HOSTING | WWW.RACKSPACE.COMMobile Purchase FunnelAwarenessEngagementConsiderationAcquisitionRetentionMobile displayads, SEO, PPC,Qcode, SocialMobile website,apps, chatCoupon, Free offer,Click to call, Geotargeted appsMcommerce, LeadformsApps, Social MediaFollowup
    11. 11. RACKSPACE® HOSTING | WWW.RACKSPACE.COMThe Need for Business Mobile Site37%Visited businesswebsite17%Made a purchasefrom businessonline23%Got contactinformation andstore locations28%Recommendedthe business toothersSource: Google, Inc.
    12. 12. RACKSPACE® HOSTING | WWW.RACKSPACE.COMBuilding Mobile Site : Research• Leadership insight• Audit (Content + Tech)• Google Analytics Analysis of yourMobile traffic (opportunity analysis) Mobile traffic % Traffic by Device Mobile conversion % Mobile OS Traffic Bounce rate
    13. 13. RACKSPACE® HOSTING | WWW.RACKSPACE.COMPersona, Audience and Messaging13Who?Why?How?Whatplatform?
    14. 14. RACKSPACE® HOSTING | WWW.RACKSPACE.COMMobile Exclusive Vs Responsive DesignResponsiveFull mobile•Full design/UX control•Easy tomanage•Loads Faster•Good forsmaller sites•Limitedflexibility•Load timeissues in mostcases•Cross platformfunctionality•Good for largerwebsites
    15. 15. RACKSPACE® HOSTING | WWW.RACKSPACE.COMOther Design Consideration Hosting provider(cloud vs dedicated vsvendor hosting) Universal vsSmarphone vs TabletUI CMS platform
    16. 16. RACKSPACE® HOSTING | WWW.RACKSPACE.COMBuilding Mobile Site using Templates•Theme Forestmobile themes•Dudamobile•Mofuse•Google GOMOtemplates•Joosee
    17. 17. RACKSPACE® HOSTING | WWW.RACKSPACE.COMOutsourcing Mobile Site• 99designs• Odesk• Fiverr• Elance• Sweb Apps (SanAntonio Based• Ninja Marketing (Mycompany)
    18. 18. RACKSPACE® HOSTING | WWW.RACKSPACE.COMSEO for Mobile Site 301 Redirects Robot.txt (allow all) Mobile sitemap Keyword Page Title Interlinking Google Places Bing Local Pages
    19. 19. RACKSPACE® HOSTING | WWW.RACKSPACE.COMMobile AdvertisingSource: Google, Inc.
    20. 20. RACKSPACE® HOSTING | WWW.RACKSPACE.COMMobile Advertising: TargetingLocation Carrier Device Publisher Keywords
    21. 21. RACKSPACE® HOSTING | WWW.RACKSPACE.COMMobile Advertising: Ad BuysMobile DisplayAds
    22. 22. RACKSPACE® HOSTING | WWW.RACKSPACE.COMGoogle Search Ad ExtensionsClick to Call Mobile App ExtensionMobile Site-Links Location Extension
    23. 23. RACKSPACE® HOSTING | WWW.RACKSPACE.COMMobile Advertising: Best Practices• 300x50• Animated Banners• No Flash• CPC model works best• 30-40% are unintentional clicks• Test a lot ,,• Use Ad server • Bid on position #1 and #2 for GooglePPC
    24. 24. RACKSPACE® HOSTING | WWW.RACKSPACE.COMMobile Advertising: KPIS• Clicks to call• Clicks to maps or location extension• App downloads• Orders placed• Downloads completed• Conversions• Videos viewed• Contact form submits
    25. 25. RACKSPACE® HOSTING | WWW.RACKSPACE.COMMobile Apps StatisticsDownloads 250Bn+ 10Bn+ 217M+App StoreApps585K 450K 82K
    27. 27. RACKSPACE® HOSTING | WWW.RACKSPACE.COMMobile Apps Revenue Structure• Membership / Subscription• Fee based• In app purchase• Trial• Ads
    28. 28. RACKSPACE® HOSTING | WWW.RACKSPACE.COMMobile Apps Categories (Top)
    29. 29. RACKSPACE® HOSTING | WWW.RACKSPACE.COMBuild Your First App: Launch PlanResearchApp StoreIdentify AppCategoryProfitStructurePlatformLow Cost High CostBetaLaunchBusiness/Games/Ecomm.In apppurchase/SubscriptioniOS / Andriod /WindowsFriends, Family,Freemiums,GeekdomAppMarketingPaid Ads / SEO /Display / ExistingCustomers / SocialMedia / SMS
    30. 30. RACKSPACE® HOSTING | WWW.RACKSPACE.COMResourcesLessCustomizableLess ExpensiveSwebapps.comBuildanapp.comAppbreeder.comMoreCustomizableMore
    31. 31. RACKSPACE® HOSTING | WWW.RACKSPACE.COMSMS Marketing: Why?• Cell phone is a lifeline• Traditional media channels are dying• Internet is few clicks away• Cost effective• Text messages popup!
    32. 32. RACKSPACE® HOSTING | WWW.RACKSPACE.COMSMS Marketing: What?• Promos / Deals• Local Marketing• Events• News / AlertsNote - Please consult appropriate local laws before sending out messages.User consent is important.
    33. 33. RACKSPACE® HOSTING | WWW.RACKSPACE.COMSMS Marketing: Best Practices• Once a week to 10 days• Short and easy• Allow users to opt in• Use short codes• Auto responders• Contests• DO NOT SPAM!
    34. 34. RACKSPACE® HOSTING | WWW.RACKSPACE.COMSMS Marketing: Top Providers
    35. 35. RACKSPACE® HOSTING | WWW.RACKSPACE.COMSMS Marketing: Flow ChartFind aProviderStrategy Messaging AnalysisShort code / Leadform / ContestOne time / AutoresponderROI / CTR /Leadsmob / Timing
    37. 37. RACKSPACE® HOSTING | WWW.RACKSPACE.COMUpcoming Geekdom Events37 Seven steps to Social Marketing success forStartups – May 29th 7pm. (Today!!)