Why Some Mobile Campaigns Succeed and Why Others Fail

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Why Some Mobile Campaigns Succeed and Why Others Fail

  1. 1. Why Some Mobile Marketing CampaignsSucceed While Others Fail Jamie Turner Author, Speaker and Marketing Consultant Follow Jamie on Twitter @AskJamieTurner
  2. 2. Introductions• Co-author of How to Make Money with Social Media and Go Mobile• Regular guest on CNN and HLN on the topic of social media and mobile marketing• Consults with small, As Seen On medium and large corporations
  3. 3. #1 Best-Selling Mobile Marketing BookDownload your free chapter at 60SecondMarketer.com/GoMobileChapter
  4. 4. Download These Slides at60SecondMarketer.com/blog
  5. 5. Mobile Media Facts and Figures
  6. 6. Mobile Marketing Facts and Figures• There are 6.8 billion people on the planet. 4.0 billion own a mobile phone. Only 3.5 billion own a toothbrush (Source: 60SecondMarketer.com)Tweet these facts by using @AskJamieTurner
  7. 7. Mobile Marketing Facts and Figures• There are 6.8 billion people on the planet. 4.0 billion own a mobile phone. Only 3.5 billion own a toothbrush (Source: 60SecondMarketer.com)• 93% of those surveyed have their mobile device within arm’s reach 24/7 (Source: Morgan Stanley) Tweet these facts by using @AskJamieTurner
  8. 8. Mobile Marketing Facts and Figures• There are 6.8 billion people on the planet. 4.0 billion own a mobile phone. Only 3.5 billion own a toothbrush (Source: 60SecondMarketer.com)• 93% of those surveyed have their mobile device within arm’s reach 24/7 (Source: Morgan Stanley)• Gartner Group predicts that by 2013 the number one way people will access the internet will be through their mobile devices (Source: Gartner) Tweet these facts by using @AskJamieTurner
  9. 9. Mobile Marketing Facts and Figures • Mobile coupons generate 10 times the redemption rate of traditional coupons (Source: Borrell Associates)Tweet these facts by using @AskJamieTurner
  10. 10. Mobile Marketing Facts and Figures • Mobile coupons generate 10 times the redemption rate of traditional coupons (Source: Borrell Associates) • Google has seen mobile searches grow by more than 400% over the past year (Source: Google)Tweet these facts by using @AskJamieTurner
  11. 11. Mobile Marketing Facts and Figures • Mobile coupons generate 10 times the redemption rate of traditional coupons (Source: Borrell Associates) • Google has seen mobile searches grow by more than 400% over the past year (Source: Google) • Research indicates that if someone leaves home without their wallet, they keep going. If they leave without the mobile device, they turn around (Source: 60SecondMarketer.com)Tweet these facts by using @AskJamieTurner
  12. 12. Activities Conducted on Mobile Devices 40 30 20 10 0 Compare prices online while shopping in store (38%) Browsing products through websites or apps (38%) Searching for or using online coupons (24%) Purchasing products (22%) Scanning barcode for price or info (22%) Using location based services to find retail location (18%) Source: Nielsen
  13. 13. How Businesses are Using MobileMarketing to Grow Revenues
  14. 14. How Businesses are Using MobileMarketing to Grow Revenues• Mobile Web Sites• Short Message Service (SMS)• Multimedia Message Service (MMS)• Mobile Display Ads• Mobile Paid Search• Location-Based Marketing: LBS, NFC, Bluetooth and LBA• Apps• 2D Codes (QR Codes)
  15. 15. How Businesses are Using Mobile Marketing to Grow Revenues Google RIM Apple Microsoft 50% 8% 33% 9% Source: NielsenDownload these slides at 60SecondMarketer.com/blog
  16. 16. How People MakeBuying Decisions
  17. 17. How People Make Buying Decisions
  18. 18. How People Make Buying Decisions Female Brain
  19. 19. How People Make Buying Decisions Female Brain Male Brain
  20. 20. How to Set Up a Mobile Website
  21. 21. Mobile Website Standard Mobile
  22. 22. Mobile Websites: The Essential ThingsYou Need to Know• Be Thumb-Friendly• Streamline the Navigation• Honor Your Brand• Test Your Site
  23. 23. SMS and MMS
  24. 24. Short Message Service• The most common phone- based activity among U.S. cell phone users of all ages• Used by American Idol, the American Red Cross and others• Used by doctors to remind patients of appointments• Used by airlines to update people on flights
  25. 25. Mobile Display Ads
  26. 26. Mobile Display Ads• Planned and bought through an ad agency or via mobile advertising network• Popular networks include iAd (Apple), Millennial Media (Independent), Ad Mob (Google) and others
  27. 27. Mobile Display Ad Options• User clicks ad, which then uses GPS technology to identify location and direct them to nearest store Source: MobClixDownload these slides at 60SecondMarketer.com/blog
  28. 28. Mobile Display: Targeting Options• Custom audiences -- TV fans, telecom switchers, business travelers, etc.• Geographic targeting -- Country, City, Neighborhood, etc.• Demographic targeting• Time of day targeting• Advertiser retargeting through pixels or clicker tracking• Carrier/handset targeting• Age of device/profileDownload these slides at 60SecondMarketer.com/blog
  29. 29. Mobile Paid Search
  30. 30. Is Mobile Paid Search Right for You? • Mobile paid search is perfect for quick information on low- consideration products or services • 70% of searchers complete their task within 1 hour, compared with 30% for desktop (MobileMarketer)
  31. 31. Mobile Paid Search • Local queries are the norm -- movies, restaurants, bars, coffee shops, etc. • Click-to-call and click-to-map are important • Voice search is now available for all major search engines
  32. 32. Location-Based Marketing:Location-Based Services, Near FieldCommunications and Location-BasedAdvertising
  33. 33. Location-Based Marketing Overview
  34. 34. Location-Based ServicesDownload these slides at 60SecondMarketer.com/blog
  35. 35. Tips on Using Location-BasedServices• First of all, claim your business• Reward first-time visitors• Change deals often• Promote group check-ins. The more in a group, the better the deal• Interact with customers. Make them accomplish a small task (Origami napkin) to redeem• Promote to those checking-in nearby
  36. 36. Near Field Communications
  37. 37. Location-Based Advertising• Uses Geo-Fencing to figure out where you are• SMS, display ads and paid search ads can be targeted by location• Subway in the U.K. used location-based SMS to provide discounts to customers who walked by their store
  38. 38. Mobile Apps
  39. 39. Mobile Apps•A mobile app is not a mobile website• An app is a software program that lives on your smartphone• A mobile website is a website that lives on a server in “the cloud”
  40. 40. How Apps Are Used 70 52.5 35 17.5 0 Games (64%) Social Networking (56%) Music (44%) Entertainment (34%) Weather (60%) Maps (51%) News (39%) Banking (32%) Source: Neilsen
  41. 41. Augmented Reality Apps
  42. 42. How to Develop an App for YourBusiness• For a customized experience, use a mobile app development company (Mobilize Worldwide)• For a plug-and-play experience, use ShoutEm, MobileRoadie, AppMakr, GENWI, Mippin, MobBase, MobiCart, MyAppBuilder or RunRev
  43. 43. 2D Codes
  44. 44. 60SecondMarketer.com/GoMobileChapter
  45. 45. 2D Codes• 2D codes can be used to deepen relationship with audience• Come in many formats: QR Codes, Datamatrix, EZ Code, Microsoft Tag, SPARQCode and ScanLife• 2D code reader can be downloaded from SPARQ.itDownload these slides at 60SecondMarketer.com/blog
  46. 46. • 10% of magazine advertising pages contain a QR code, up from 5% a year ago• Average response rate was 6.4%• According to the DMA, the verage response rate for direct mail is 4.4% Source: Nellymoser
  47. 47. 2D Codes• 2D codes can drive people to websites, to phone numbers, to contact information and even to text messages
  48. 48. Let’s Generate a QR Code
  49. 49. 2D Codes
  50. 50. 2D Codes
  51. 51. 2D Codes
  52. 52. 2D Codes
  53. 53. 2D Codes
  54. 54. 2D Codes
  55. 55. 2D Codes
  56. 56. 2D Codes
  57. 57. 2D Codes
  58. 58. 2D Codes
  59. 59. 2D Codes
  60. 60. 2D Codes
  61. 61. 2D Codes
  62. 62. 2D Codes
  63. 63. 2D Codes Jamie’s Neanderthal Exhibit Photo
  64. 64. 2D Codes Jamie’s Neanderthal Jamie’s High School Exhibit Photo Yearbook Photo
  65. 65. Google Goggles
  66. 66. Google Googles
  67. 67. Common Mistakes, What Doesn’t Workand a 10-Step Action Plan
  68. 68. The Most Common Mobile MarketingMistakes 1. Reluctance to Embrace New Technology 2. Not Measuring Your Campaign 3. Not Taking Advantage of Geo- Locational Targeting 4. Not Recognizing the Transformative Nature of Mobile Marketing
  69. 69. What Doesn’t Work in Mobile Marketing• Desktop websites displayed on mobile sites• QR codes placed in areas with bad cell coverage• Mobile display ads that don’t take advantage of location• Running a mobile campaign without considering context -- where your customer is at the time of engagement
  70. 70. Mobile Media Action Plan• Step #1: Mobilize your website• Step #2: Watch how your competitors are using mobile media• Step #3: Start using mobile media yourself• Step #4: Set your Google Alerts for “Mobile Marketing”• Step #5: Create a 2D or QR code promotion• Step #6: Run a mobile ad campaign
  71. 71. Mobile Media Action Plan • Step #7: Claim your business on location-based applications • Step #8: Design an iPhone or a Smart Phone app • Step #9: Integrate your mobile campaign into the rest of your campaign • Step #10: Test your way into success
  72. 72. Contact MeTo Download:60SecondMarketer.com/blogFollow me here:60SecondMarketer.com/blog@AskJamieTurnerContact me:Jamie.Turner@60SecondMarketer.com678-313-3472

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