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Mobile Marketing Tips


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Mobile Marketing tips and strategies
Gain valuable insight into Mobile Marketing:
- When is the right time for an app versus a mobile friendly website?
- Do your website and email messages work on mobile devices?
- Multi-platform publishing strategies: Update once, view everywhere.

Published in: Business
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Mobile Marketing Tips

  1. 1. Connecting with Mobile<br />Charlie Nichols Browning<br /> 210.807.3552<br />© Copyright 2010 Common Sense LLC<br />
  2. 2. About Common Sense<br />An independent international communication technology company<br />Ever-evolving and up to date technology capabilities<br />Mobile – Websites, Apps, SMS, Location <br />Web – Content Management, Ecommerce<br />IT – Custom Software, Sharepoint, CRM, Reporting<br />We operate with a bias for integration, strong strategy, brand experience, measurement and return<br />Focused on excellent customer service, strong but flexible processes and clear communications<br />Hispanic and multi-lingual experience<br /><ul><li>Headquartered in in San Antonio, Texas</li></ul>Latin America Headquarters in Buenos Aires, Argentina<br />Founded in 2006, experienced team of over 60 people<br />Enterprise Program Member<br />
  3. 3. A Few of Our Clients<br />Years of experience with hundreds of clients in US and Globally<br />From large global enterprises, nonprofits to small businesses<br />
  4. 4. Your Customers are mobile:<br />
  5. 5. Mobile is Growing<br />Mobile is growing faster than the internet did, with more internet users on mobile than desktop in LESS THAN 5 years.<br />US has over 290 million wireless subscribers, that’s over 90% of the population.<br />One-third of Americans (32%) have used a mobile phone to access the internet for emailing, instant-messaging, or information-seeking.<br />68% of mobile owners used SMS or Internet in Q1 2010. <br /><br /><br /><br />
  6. 6. Growing Faster – Will be Larger<br />The United States smart phone market grew 41% year on year. It is the largest smart phone market in the world by a significant margin, with 14.7 million units accounting for 23% of global shipments in Q2 2010. <br />Global handset sales will grow to 1.3 billion units in 2010. <br />Smartphones will experience 20% annual growth over the next six years.<br />
  7. 7. Mobile is Widespread<br />40% of US mobile Web users now browse the internet more on their phone than PC.<br />65 million mobile subscribers in the US now regularly browse the mobile Web.<br />Mobile web has up to 57 million unique visitors per month, growing<br />People carry their cell phones 16 hrs./day<br /><br /><br /><br />
  8. 8. Mobile Internet Use<br />Consumers spend nearly half their mobile internet time on email, followed by internet browsing and then social networks <br />Usage:<br />Mobile 5,840 hours/yr<br />PC 2,920 hours/yr<br />TV (US) 1,865 hours/yr.<br /><br />
  9. 9. SMS - Texting<br />Reach: 95% of all mobile phones are text enabled<br />Usage: The average mobile subscriber send/receives more text messages than voice calls<br />Immediacy: 94% of text messages sent are opened and in 9 minutes or less<br /> data<br />
  10. 10. Mobile Commerce & Couponing<br />20% of mobile phone owners used their phones for mobile commerce today; by 2011, it will be 25%. - Mobile Marketer (6/2010)<br />M-commerce sales in the US will be $2.42 billion in 2010 - Coda Research<br /> has predicted that mobile e-commerce revenue will increase 65% per year by 2015.<br />By 2015, M-commerce sales will skyrocket to $23.8 billion, representing 8.5% of all e-commerce revenues in the country. - Coda Research<br />Mobile coupons will generate $6 billion in global redemption values by 2014. - Juniper Research<br />Mobile coupon redemption rates often exceed 50 percent, while paper coupons typically have a redemption rate of only 0.2 percent to 2 percent. - Exposure2 <br />
  11. 11. Why?<br /><ul><li>Handsets/browsers are better
  12. 12. More accessible device/service pricing
  13. 13. Expectations for information access
  14. 14. Growth in all age groups and genders
  15. 15. Can be primary computing platform</li></li></ul><li>Becoming Mobile:<br />
  16. 16. Digital Evolution<br />Rather than jumping to “an app for everything”, there is a progression for most mobile efforts<br />Crawl<br />Fly<br />Run<br />Walk<br /><ul><li>Advanced apps, platforms
  17. 17. Mobile/app content management/integration
  18. 18. Geo-location apps
  19. 19. Advanced SMS campaigns
  20. 20. Promotional apps
  21. 21. Fully mobile web &email
  22. 22. Social integration
  23. 23. Mobile-friendly websites
  24. 24. Simple apps
  25. 25. Location finding
  26. 26. Simple SMScampaigns/events
  27. 27. Basic mobile emails
  28. 28. Social integration
  29. 29. Geo-location claim
  30. 30. “Highly functional”apps
  31. 31. Secure account access
  32. 32. Mobile commerce
  33. 33. SMS account integration
  34. 34. Websites
  35. 35. Ecommerce
  36. 36. Email programs
  37. 37. Social sharing </li></li></ul><li>Mobile as Tools<br />As with most media, it can be used in many ways<br /><ul><li> Agencies, Sales and Marketing can:
  38. 38. Businesses, Products, Publishers can:
  39. 39. Products, Customer Service, Operations can:</li></ul>Create<br />Promote<br />Extend<br /><ul><li>Content
  40. 40. Products
  41. 41. Company
  42. 42. Products
  43. 43. Services
  44. 44. Products
  45. 45. Services
  46. 46. Reporting</li></ul>Using:<br />Using:<br />Using:<br /><ul><li>Websites
  47. 47. Mobile Websites
  48. 48. Apps
  49. 49. Audio/Video
  50. 50. Ads - mobile
  51. 51. Email
  52. 52. Websites
  53. 53. Mobile Websites
  54. 54. Apps
  55. 55. Audio/Video
  56. 56. Email
  57. 57. Websites
  58. 58. Mobile Websites
  59. 59. Apps
  60. 60. Audio/Video</li></li></ul><li>Integrated Promotion<br /><ul><li>Mobile efforts don’t exist by themselves, they should be integrated and promoted
  61. 61. Advertising – Display, Paid Search, Mobile
  62. 62. Social media campaigns
  63. 63. Websites and microsites
  64. 64. Email communications
  65. 65. Employee communications
  66. 66. Events and point of purchase
  67. 67. PR
  68. 68. Print
  69. 69. App Stores</li></ul>Mobile site<br />iPhone App<br />Website<br />Email<br />Facebook<br />Twitter<br />
  70. 70. Analytics Feed Insights<br />An integrated approach to Analytics can measure email, web, mobile web, SMS campaigns, social media links, app usage and the traffic between them.<br />Analytics can show exactly how your mobile application and other properties are used, so you can continually improve content, targeting and functionality<br />Track nearly any action, anywhere in your communications tree<br />
  71. 71. Mobile Touchpoints<br />Apps<br />Mobile Website<br />Location Based Networks<br />SMS/Texting<br />
  72. 72. Mobile Impacts: Print<br />Promote mobile apps, social media, mobile web on your printed materials<br />Print QR codes or Tags with contact info, websites, product info<br />Easy print to digital transition<br />Can show: URL, Phone numbers, contact Vcard, Text strings/Coupons<br />
  73. 73. Mobile Impacts: Events<br />Print QR codes/Tags with contact info on materials<br />Easy event/print to digital transition<br />Can show: URL, Phone numbers, contact Vcard, Text strings/Coupons<br />Announce SMS “text to win” contests, subscribe to news or info<br />Geolocation check-ins, games or special badges, coupons or contests<br />Text GETCSto 41411<br />
  74. 74. Mobile Impacts: Content<br />Content Publishing<br />Mobile friendly viewing<br />Full iOS or Android apps<br />iBooks formats<br />Amazon Kindle formats<br />Images, audio, video content<br />Strategies<br />Free promotional teasers<br />In-app purchases<br />Paid apps or books<br />Subscriptions<br />
  75. 75. Mobile Impacts: Email<br />One of the top uses of smartphones is email<br />Emails need mobile-friendly format, offer options for viewing<br />Offer a web version in the mail, then detect if user is on a mobile device and then show mobile web-friendly version<br />Other email uses:<br />Coupons usable on device,discounts<br />Promote mobile apps, socialmedia, mobile web<br />
  76. 76. Mobile Impacts: Websites<br />Mobile websites are becoming more expected and needed to connect with customers as they prefer<br />Prioritized content and functions for “on the go” users <br />Mobile friendly viewing, focused content, contacts,maps, app download<br />
  77. 77. Strategies for Mobile Websites<br /><ul><li>There are two main strategies for developing mobile websites
  78. 78. Current content management systems and frequency/volume of updates are considerations</li></ul>Can be a full version of the site with design changes<br /><ul><li>Connected to current publishing system with styling differences</li></ul>Can be a smaller version of the site, withcontent prioritized for mobile use<br /><ul><li>Separate site and publishing system
  79. 79. May also publish to mobile apps too</li></li></ul><li>Mobile Website Examples<br />Type 2<br />Type 1<br />
  80. 80. Mobile Website Examples<br />Type 1<br />Type 1<br />
  81. 81. What NOT to do<br />Websites designed for desktop computers<br />Don’t “scale” to show fonts, images sized correctly<br />Have menu systems and rollovers that don’t work<br />Don’t provide key information ONLY in flash<br />
  82. 82. Mobile Impacts: Social Media<br />Social media is one of the largest time spent on mobile devices<br />Optimize for sharing and linking on Facebook, Twitter and other networks<br />Mobile-friendly content, easy sharing, commenting “Follow/Liking”, geolocation games, app promotion/integration<br />
  83. 83. SMS (Texting) can be used for a variety of promotional and informational programs including:<br />Coupons<br />Store locators<br />Regular PR and company news, urgent updates<br />Support status, product availability, shipping notifications<br />Contest entries, Loyalty programs, Voting and Polling<br />Email newsletter subscriptions<br />Lead generation, contact requests and info<br />Events, connect to new prospects or subscribers<br />Appointment reminders and confirmations<br />Shared shortcodes are available at low cost, custom shortcodes are secure and more extensible<br />Mobile: SMS <br />Try it:<br />Text GETCSto 41411<br />
  84. 84. Examples: SMS - Text Messaging<br />Contests:<br />Contests:<br />Appointment Confirmations:<br />Lead Gen, awareness:<br />
  85. 85. Apps<br />Promotion of business brand, content publishing, gaming, geolocation, audio, video, augmented reality<br />Community discussions and sharing<br />
  86. 86. Apple Platform Numbers<br />How many iOS devices are there? <br />Over 100 million units worldwide - iPads, iPhones and iPod Touches<br />77 countries, approximately 50% are in the U.S.<br />How many iPads?<br />Over 3 million in less than 3 months.<br />How many apps? How many downloads?<br />Over 400,000<br />Over 4 billion, 350 downloads per second<br />Purchasing Apps?<br />130 million accounts with credit cards<br />Average user downloads 8-12 apps per month <br />Half of users buy apps each month, nearly 30% buy up to 10 per month<br />Enthusiasm for iPhone?<br />Highest user satisfaction ratings of any smart phone in multiple studies<br />Source: Apple and industry estimates<br />NeilsenOnline and Hitwise, as of Q1 2008CFI Group Smartphone Satisfaction Survey at: www.cfigroup.com<br />Sources: Admob Survey Report and <br /><br />
  87. 87. Apple Advantages<br />
  88. 88. Apple Advantages<br />
  89. 89. Apple platform has the lead<br />By Quantity of apps:<br />By app development starts:<br />Over 400,000 apps<br />Plus 13 million songs, 3,000 TV shows, 2,500 movies<br />Over 40,000 apps<br />By Brands:<br /><br />
  90. 90. Examples: Branded Loyalty Apps<br />Giving customers another way to engage with a brand, find physical locations, coupons and community interactions<br />Show company, product information, ordering information and functionality<br />Share and rate content such as recipes, opinions, articles, videos, audio casts, photos, etc.<br />Build email lists, viral nature of apps encourages spread among friends<br />Promote via other digital and mobile channels<br />
  91. 91. Examples: Blog, Website Apps<br />Connect with users via a content focused branded app<br />Import existing blog feed, Twitter and Facebook in real time, driving traffic, awareness and engagement<br />Add a portfolio of example work or product information, case studies, video reels, video podcasts, audio podcasts<br />Share news, staff announcements and client work<br />Build email lists, sales leads, SMS lists<br />Can be published in conjunction with a mobile-friendly microsite for non-app users<br />
  92. 92. Examples: Promotional Game Apps<br />Small branded games can help connect with customers and keep them engaged with your brand<br />Simple games like wordsearch, catch the can, shape-matching, frogger, soccer, tennis, etc.<br />
  93. 93. Examples: Games & Entertainment<br />Games and Entertainment <br />38<br />
  94. 94. Examples: Business Productivity and Reporting<br />For an increasingly mobile workforce, the ability to access critical business data on the go is very important.<br />Real-time updates, secure data, VPN, remote and local wiping capabilities, and company-only distribution.<br />Ability to integrate with enterprise reporting suites, SharePoint, MS Excel charting and more.<br />Assistance with deploying Office apps for Word, Excel and PowerPoint docs.<br />Ability to update status and forms, edit and enter customer data, new leads or action items.<br />
  95. 95. Examples: Book Apps<br />Book apps are a low cost way to promote a book and monetize content.<br />Options:<br />Free summary to promote book sales<br />Emphasize key points with additional content or checklists to up/cross sell author services, or promote next book<br />Stand alone ebook/app sales<br />Include videos, audio or checklists that sync with website information<br />Featured project: NY Times Bestselling Author Tim Koegel and his book “The Exceptional Presenter” with excerpts from his next book<br />Sample Chapters<br />About Timothy J. Koegel<br />Purchase Book<br />Becoming an<br />Exceptional presenter<br />seemsto be a<br />Herculean task.<br />There’s a lot to<br />remember. Say this.<br />Move that. Speak up.<br />Look at the audience.<br />Don’t fidget. You<br />leave the meeting<br />wondering, Did I<br />connect? Was I<br />© Copyright 2009<br />
  96. 96. Examples: Radio, Music and Band Apps<br />The personal nature of music on iPhones and iPods makes for a great app strategy.<br />Include music samples or full versions, videos, photos and news<br />Promote tour dates and local shows<br />Options:<br />Paid app with licensed MP3s, videos, “liner notes” and a rich experience<br />Free app to promote concerts<br />Include blog postings and updates from the band<br />- Listen to our music -<br />- Watch videos -<br />- Touring Dates -<br />- About Fatty Monk -<br />Autumn Run<br />Shifting Gears<br />Lessons Learned<br />Pryor Years<br />Memory<br />Autumn Run Video<br />Photos on the road<br />Main Page<br />
  97. 97. Examples: iPad <br />The iPad and tablets are a hybrid of mobile and full size computing<br />Large screen<br />Multiple orientations<br />Touch interfaces<br />Narrower technology support (Flash)<br />
  98. 98. Examples: Unique Interfaces<br />
  99. 99. Examples: Video<br />
  100. 100. Examples: Ecommerce<br />
  101. 101. Unique News Interfaces<br />
  102. 102. Examples: News<br />News: Leveraging the landscape of the iPad<br />
  103. 103. Or any combination of…<br />Databases<br />GPS Enabled<br />Promotion and Loyalty<br />iPhone Focused<br />Books, Book Summaries<br />Content Management and Updates<br />Competitions with Online Leaderboards<br />Kids Entertainment<br />iPad Focused<br />Education<br />Videos<br />Games and Puzzles<br />Kids Education<br />Serial Publications<br />Photo & Image Libraries<br />Blog Apps<br />
  104. 104. Location Based Networks<br />Location Based Networks:<br />Mobile coupons, “mayor” of your locations (FourSquare, Gowalla, Yelp, etc.)<br />Checkin status connected to social media, sharing and promotion<br />Rate and review companies, share photos<br />“Claim” to control location messaging, photos, reviews, comments<br />Mayor Specials: For the user who has checked in the most in the last 60 days) ("Foursquare has deemed you the Mayor? Enjoy a free order of french fries!”)<br />Check-in Specials: unlocked when a user checks in to your venue a certain number of times. ("Foursquare says you've been here 10 times? That's a free drink for you!")<br />Frequency-based Specials: are unlocked every X check-ins. ("Foursquare users get 20% off any entree every 5th check-in!")<br />Wildcard Specials: always unlocked, but your staff has to verify some extra conditions before awarding the Special. ("Show us your foursquare Swarm badge and get a free drink!")<br />
  105. 105. Summary<br />Mobile is large already and growing, consumers expect to interact with your business via mobile<br />High expectations, diverse devices <br />The is a ton of research, organizations and companies that can help with your mobile strategy and executions<br />Look for integration, not just point solutions<br />Review your current marketing and products on popular devices and optimize<br />Explore new ways of communicating with prospects and customers, building loyalty, efficiency and revenues<br />Walk, Crawl, Run, Fly – Don’t try to do it all at once<br />We are here to help!<br />
  106. 106. Resources<br />Common Sense Blog: 8-)<br />Mobile Marketing Association:<br />Touch Gesture Reference Guide:<br />NielsenWire Mobile:<br />Comscore Mobile:<br />Flurry Mobile Analytics Blog:<br />Microsoft Tag:<br />Free QR Code Generator:<br />How to use QR Codes for Small Business Marketing:<br />
  107. 107. Thanks for your time!Can we help with your integrated mobile strategy?<br />Charlie and the Common Sense Team<br /><br />