10 mistakes in mobile marketing1 oacvb
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10 mistakes in mobile marketing1 oacvb

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10 mistakes in mobile marketing1 oacvb 10 mistakes in mobile marketing1 oacvb Presentation Transcript

  • ITI Marketing Inc. Mobile Marketing Solutions ITI Marketing (noun) 1. A dynamic group of world class marketers, mobile software and design professionals who provide innovative solutions. Contact : Over 150 Mobile Clients: andyuhlig@iti-marketing.com Ph (912) 434-4546 Andy Uhlig, Director Business Development Andy has extensive experience in the travel and tourism sector having worked over 25 years in various sales and marketing capacities in the airline and Convention & Visitors Bureau sectors. Andy ‘s intimate production knowledge has led him to be a leader in new business development.
  • 10 Mistakes in Mobile Marketing
  • 10 Mistakes in Mobile Marketing Get ready to The Power of the Mobile Web Breaking Free from “Dotcom Thinking” Ready. Set. Mobilize
  • 10 Mistakes in Mobile Marketing The Power of the Mobile Web Breaking Free from “Dotcom Thinking” Ready. Set. Mobilize
  • The Power of the Mobile Web These days, it’s common to hear people describe the mobile web as the biggest thing since the desktop web. They’re wrong. It’s much, much bigger than that. The vast potential of the mobile web is also due to the way people think about and use their mobile devices:  They’re always on.  They’re always at hand.  They’re always personal, rarely shared. No other marketing medium can say any of these things, much less all three
  • Your Customers are Mobile – as should your Brand
  • The Power of the Mobile Web
  • The Power of the Mobile Web  More people have mobile phones than Internet-connected PCs (4 billion)  SMS penetration 50% and fully mainstream (82% of users <24 y.o.)  82 million Americans can recall seeing advertising on their phone over last 3 months.  Internet Advertising Bureau survey found that 62 percent of agencies, media planners and advertisers believe mobile ad spending will continue to grow and emerge in marketing budgets  50,000 apps from iTunes App Store and Nokia, RIM, MSFT and other app stores = 1 billion+ app downloads to date  70% of people sleep with their mobile phones  More than 60 million mobile views per month for New York Times; one of 4 apps pre-loaded on the Palm Pre  Joseph Porus (Harris Interactive) ”Mobility could be recession-proof and be one of the strongest ways of effectively marketing in tough economic times  35% of mobile advertising campaigns cost less than $10,000 eMarketer, Harris Interactive, Forrester Research, Inc
  • The Power of the Mobile Web 57% of people now have access to the Internet from their Mobile Phones AND because of the relatively short time that most people keep handsets (18 months on average) This Number is Rising FAST!
  • Breaking Free from “Dotcom Thinking” The Power of the Mobile Web Breaking Free from “Dotcom Thinking” Ready. Set. Mobilize.
  • Breaking Free from “Dotcom Thinking” Historically, marketers tend to approach every new medium in much the same way as they approached the previous ones. Early TV was like radio with heads. Early websites were static brochureware. And early mobile websites have mostly been scaled-down or stripped back desktop sites (or, worse, the same desktop website stuffed onto a small screen). This “dotcom thinking” has made for some pretty poor mobile web experiences. But it’s fast giving way to a new generation of mobile websites that exploit the unique potential of the medium.
  • Breaking Free from “Dotcom Thinking” What is the Difference Between a “Traditional” Website and a Mobile Site? Mobile Site Traditional Web Site World Wide Web: • Ability to read voluminous text • Time to search and discover relevant information • Ability to multi-task on a single screen Mobile Web: • Screen size limits text • Information needs are based on location and situation •Requires information be filtered so only relevant info is delivered View ExploreGeorgia.org on both your PC and mobile phone to understand the impact of this medium
  • Breaking Free from “Dotcom Thinking” Mistake #1: Treating Mobile Users Like PC Users Mobile users don’t want to download your photo library or navigate seven levels of your website. The first rule of creating great customer experiences is to think about the kinds of things you want to do when you’re out and about: • You want fast access to relevant information. • You want services that recognize you’re on the move. • You want location-aware, activity-specific experiences. Thousands of words, massive images, slow downloads. Lots of clicks - not good.
  • Breaking Free from “Dotcom Thinking” Take into account the mobile user and BEST the mobile device PRACTICE Georgia Tourism/GDEcD m.ExploreGeorgia.org Visitors may not want to plan their vacation to Georgia from their phone, but they will want to find a restaurant or a great place to shop on-the-go.
  • Breaking Free from “Dotcom Thinking” www.tasteohiowines.com
  • Breaking Free from “Dotcom Thinking”
  • Breaking Free from “Dotcom Thinking”
  • Breaking Free from “Dotcom Thinking”
  • Review: Mobile Solutions Mobile Guides
  • Review: Mobile Solutions E-Commerce Listings/ Mobile Brochures
  • Breaking Free from “Dotcom Thinking” Mistake #2: Ignoring the Limitations of the Mobile Device Phones can do many things PC’s can’t do but there are limitations that marketers need to keep in mind. • Screen Size • Navigating without a Mouse • No Printer • Small Keyboard • Bandwidth/Speed • Data Plans
  • Breaking Free from “Dotcom Thinking” Deliver fast, relevant and real time BEST experiences designed just for mobile PRACTICE handsets. Spanair S.A. www.spanair.mobi The Spanish airline, lets user check in from their mobile device, using the screen as a boarding pass. Who carries a printer around with them?.
  • Breaking Free from “Dotcom Thinking” Mistake #3: Failing to Exploit the Capabilities of the Mobile Device The best mobile websites exploit the many things mobile devices can do. BEST • Make phone calls • Send/receive e-mails PRACTICE Just click to call Share/viral distribution • Take pictures • Listen to music Conduct photo contests Branded podcast, ringtone • Make video recordings • Watch videos Create sweepstakes Branded Trailers, commercials • Text messaging • Manage calendars Execute polls, votes etc. “Mark the date” • Location-based awareness •Browse the Internet Location specific offers Linking to mobile/social media sites • Make payments Generate bookings/sales
  • Breaking Free from “Dotcom Thinking” Mistake #4: Using Frames (and Other Nasty Habits) Stick to the Standards: Great Mobile Sites Follow Mobile Web Best Practices. • HTML Frames don’t work well in mobile design because most devices don’t support them • Page Orientation – Portrait NOT Landscape BEST • Second-level domain name – yourbrand.mobi (no www.) PRACTICE • Use XHTML-Mobile Profile – works across any mobile browser
  • Breaking Free from “Dotcom Thinking” Mistake #5: Failing to Test Your Site for Mobile Readiness The worst way to find out about usability problems on your mobile site is from your user. www.ready.mobi BEST PRACTICE
  • Breaking Free from “Dotcom Thinking” Mistake #6: Serving the Same Content in the Same Way to Every Mobile Device .mobi sites that are device-aware, performs perfectly for every user, no matter what device they’re using. BEST Solve Device Diversity PRACTICE Problems: Great Mobile Sites serve up content optimized specifically for each unique mobile device.
  • Ready. Set. Mobilize. Mistake #7: Using a .com Name for a .mobi Experience A .mobi name says “this site was BEST designed from the ground up as a mobile PRACTICE experience.”
  • Ready. Set. Mobilize. The Power of the Mobile Web Breaking Free from “Dotcom Thinking” Ready. Set. Mobilize.
  • Ready. Set. Mobilize. Google Search: WITHOUT auto redirect: WITH auto redirect: Georgia State Parks  www.gastateparks.org  www.georgiastateparks.mobi
  • Ready. Set. Mobilize. Mistake #8: Hiding Your Mobile Website Maximize Your Audience Example: Example: www.broadwayatthebeach.com www.visitblairsvillega.mobi BEST PRACTICE
  • Ready. Set. Mobilize. Mistake #9: Not Actively Promoting Your Mobile Website People can only spend time on your .mobi if they know it exists! BEST PRACTICE
  • Ready. Set. Mobilize. Mistake #10: Running Mobile Campaigns without a .mobi Presence Make your Mobi Site the Call to Action Compose SMS Text ___________________ 95495 BEST ___________________ PRACTICE MOUNTAINS Response: Welcome to Blairsville, GA. For on-the-go info including lodging, dining, events and more click www.VisitBlairsvilleGA.mobi. To STOP, reply STOP
  • Ready. Set. Mobilize.
  • Ready. Set. Mobilize. + +
  • Ready. Set. Mobilize.
  • Ready. Set. Mobilize.
  • Tools at Your Disposal
  • Tools at Your Disposal
  • Tools at Your Disposal Manage Your Coupon
  • ITI Marketing Inc. Mobile Marketing Solutions ITI Marketing (noun) 1. A dynamic group of world class marketers, mobile software and design professionals who provide innovative solutions. Contact me for more information: Over 150 Mobile Clients: andyuhlig@iti-marketing.com Ph (912) 434-4546 Andy Uhlig, Director Business Development Andy has extensive experience in the travel and tourism sector having worked over 25 years in various sales and marketing capacities in the airline and Convention & Visitors Bureau sectors. Andy ‘s intimate production knowledge has led him to be a leader in new business development.