Mobile Marketing

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  • Many of them I still work & stay in touch with today, including the senior director of search for eBay and the senior advisor to Barack Obama for Social Media (photos of David Bullock and the eBay guy with snippets of the testimonial)I thought Social Media and tracking its results was a waste of time as you may do, 4 years ago however I kept my mind open to change.I have had to change my business model many times to keep ahead of the competition and focusing on ROI for clients, has really shown what you can achieve when you track & testyour marketing
  • Forrester Research has just released a new report this morning projecting U.S. mobile commerce to reach $31 billion by 2016, growing at a 39% compound rate. But the report says that mobile commerce is only expected to be 7% of overall eCommerce sales by 2016 and only 1% of general retail sales
  • Pellegrino said the two key trends in the Australian market are the lack of understanding around mobile integration with other communication channels – for example 57% of smartphone users actively searched on their mobile device after seeing an ad on TV. Another issue, according to Pellegrino, is that those agencies and clients who do have a sense of how mobile integrates with other messaging activity, have a “surprising lack of urgency” around the move to mobile compatible platforms, preferring to “wait for the perfect solution in six to nine months time, rather than implementing interim measures straight away,” even though according to Google’s data, 61% of mobile users surveyed said they were unlikely to return to a site that they had trouble accessing from their phone. 
  • According to a new report from Forrester Research titled “US Interactive Marketing Forecast,2011 To 2016”, spending on mobile display advertising and search will overtake email and social this year to reach $1.6 billion in revenues. Mobile ad spending will continue to grow at a 38% CAGR to hit $8.2 billion in revenues by 2016 in the United States.
  • Use them to put your business in front of people as they use their phones and tablets throughout the dayMobile ads are shown to people searching and browsing the internet on smartphonesThey have the potential to reach people whereever they access the internet on their phone
  • When it comes to mobile advertising ‘how’ is now more important than ‘why’To meet the needs of a growing market, Google have developed some great features to help you reach your mobile audience effectivelyConnect your business and customers by phoneDrive local in-store trafficPromote your mobile appEngage with mobile shoppers
  • Call extensionsCall extensions enhance ads with a phone number, allowing mobile customers to directly call a business from the mobile adGoogle also offers the option to show ads that only allow calls by selecting ‘allow only click-to-call’ in your extensions settingsLocation extensionsWhen coupled with Call Extensions, Location Extensions help to drive traffic and visits to your local businessSome advertisers value both phone calls and foot traffic to their stores. Location Extensions extend normal text ads with both a phone number and a business addressThe phone number and address associated with a Location Extension will show on all devices
  • Call extensionsCall extensions enhance ads with a phone number, allowing mobile customers to directly call a business from the mobile adGoogle also offers the option to show ads that only allow calls by selecting ‘allow only click-to-call’ in your extensions settingsLocation extensionsWhen coupled with Call Extensions, Location Extensions help to drive traffic and visits to your local businessSome advertisers value both phone calls and foot traffic to their stores. Location Extensions extend normal text ads with both a phone number and a business addressThe phone number and address associated with a Location Extension will show on all devices
  • There are lots of different ways that you can use to measure mobile ad effectiveness depending on the chosen ad extensionsFor example these include - sales, sign-ups, number of calls, length of calls, conversions, downloads
  • Founded by Google in June 2011It has 400 million* registered usersUsers add friends to their ‘circles’ to share content and to video chatThe top branded pages on Google+ have over millions of followers
  • Get closer to potential customers when they’re online and engagedIncrease awareness with Google+ recommeandations. Customers’ circles can see the brands and companies that they are following on Google+Build trust – potential customers look favourably on brands if they see that people in their circles like them
  • What Google+ can do for you?See an average increase of 5-10%* in search and click-through rates thanks to Google+.
  • Link your Google+ page to your ads.Expand your brand presence online.
  • By using the +1 Annotations section in Google AdWords Reporting it is easy to see full statistics including clicks, impressions and click-through rates for campaigns linked to your brand’s Google+ page
  • When this is executed correctly, permission based mobile marketing will provide you with a much higher response rate and great returns on your investment. The higher response rating comes from the fact that you are targeting only those who are interested in your service or product. This effectively reduces the waste of advertisement because of the specific targeting.  Your greater returns on investments will come from a higher percentage of your subscribers responding to your marketing because of their interest. Statistics show the response and conversion rates are much much higher with business who practice the principles of permission based mobile marketing. Everyone is happy, both the consumer who benefits from the value exchange and the business who is cashing in on the response from the consumer.
  • Since consumers have the freedom of choosing the campaigns they receive messaging from, obviously the experience becomes more personal and targeted to them because it is based all around their preferences. Permission based mobile marketing eliminates the interruption that comes to a consumer from unsolicited messaging. A statistic from the MMA shows:
  • Once they have made this exchange of consent for something of value, it now becomes the responsibility of the company to maintain the consent of the subscriber.Opt-out information is provided to subscribers when the opt-in, and on every message sent from a campaign, giving them the option of revoking their consent and withdrawing from receiving the messages. In order to maintain the interest and consent of the subscriber, a company must continually communicate the value the subscriber is obtaining from this service. Remind them why they opted-in! Also, make sure to understand the consumers interests and try to target the messages to your consumers interests. Marketing is a constant effort to keep the consumers happy and interested in your product or service.  The third, and perhaps most important thing, is to respect your consumers privacy. Don’t sell their information to other people. By opting-in to receive messages, they are trusting you to keep their data private. A good practice is to continually explain how you value their privacy and that you are keeping their data private.
  • Once they have made this exchange of consent for something of value, it now becomes the responsibility of the company to maintain the consent of the subscriber.Opt-out information is provided to subscribers when the opt-in, and on every message sent from a campaign, giving them the option of revoking their consent and withdrawing from receiving the messages. In order to maintain the interest and consent of the subscriber, a company must continually communicate the value the subscriber is obtaining from this service. Remind them why they opted-in! Also, make sure to understand the consumers interests and try to target the messages to your consumers interests. Marketing is a constant effort to keep the consumers happy and interested in your product or service.  The third, and perhaps most important thing, is to respect your consumers privacy. Don’t sell their information to other people. By opting-in to receive messages, they are trusting you to keep their data private. A good practice is to continually explain how you value their privacy and that you are keeping their data private.
  • Once they have made this exchange of consent for something of value, it now becomes the responsibility of the company to maintain the consent of the subscriber.Opt-out information is provided to subscribers when the opt-in, and on every message sent from a campaign, giving them the option of revoking their consent and withdrawing from receiving the messages. In order to maintain the interest and consent of the subscriber, a company must continually communicate the value the subscriber is obtaining from this service. Remind them why they opted-in! Also, make sure to understand the consumers interests and try to target the messages to your consumers interests. Marketing is a constant effort to keep the consumers happy and interested in your product or service.  The third, and perhaps most important thing, is to respect your consumers privacy. Don’t sell their information to other people. By opting-in to receive messages, they are trusting you to keep their data private. A good practice is to continually explain how you value their privacy and that you are keeping their data private.
  • Building relationships on Google+ may improve other parts of your marketing plan. Google+ is integrating social in all the Google products marketers already use, which can help them drive deeper engagement with their target customers, be more relevant by offering social recommendations when customers need them most and remain accountable by providing transparency of how their ad dollars are performing.  With Google Analytics Social reports you can tie your social media to metrics you care about. Here are some top tips Adam covered in the webinar:
  • Find something you can measure (micro or macro-conversions) and sprint in that direction. Focus on how separate channels can drive different types of site actions, which can be tied to a value you determine.Measure success criteria directionally. Benchmarks are uncommon and do not necessarily translate across products, services or industries.Create your social posts with a measurement goal in mind. Be sure to include a call to action to inspire your audience to act.Understand and connect with your audience differently across the different networks. Try not to post the same thing on each platform, customize and use what works best.
  • Find something you can measure (micro or macro-conversions) and sprint in that direction. Focus on how separate channels can drive different types of site actions, which can be tied to a value you determine.Measure success criteria directionally. Benchmarks are uncommon and do not necessarily translate across products, services or industries.Create your social posts with a measurement goal in mind. Be sure to include a call to action to inspire your audience to act.Understand and connect with your audience differently across the different networks. Try not to post the same thing on each platform, customize and use what works best.
  • Find something you can measure (micro or macro-conversions) and sprint in that direction. Focus on how separate channels can drive different types of site actions, which can be tied to a value you determine.Measure success criteria directionally. Benchmarks are uncommon and do not necessarily translate across products, services or industries.Create your social posts with a measurement goal in mind. Be sure to include a call to action to inspire your audience to act.Understand and connect with your audience differently across the different networks. Try not to post the same thing on each platform, customize and use what works best.
  • Mobile Marketing

    1. 1. Mobile&Social MediaMarketing For BusinessThat Works
    2. 2. My BackgroundI came to Australia with a laptop anda suitcase only7years + ago I knew nothing aboutInternet MarketingI have had to change my businessmodel many times to stay ahead ofthe crowdMy Background
    3. 3. My Background – In UK• 13 years with Alliance Unichem(Top 100 company)• Business development, ecommerce, customer service,finance & logistics• $150M of sales• Sales & marketing director startup e commerce• Doubled sales from $7m to 14M
    4. 4. My BackgroundI came to Australia with a laptop anda suitcase only6 years + ago I knew nothing aboutInternet MarketingI thought Social Media was a waste oftime at 1 pointI have had to change my businessmodel many times to stay ahead ofthe crowdMy Background
    5. 5. Brisbane – The Australian Dream• Love Brisbane & it`s people• 1st 6 months looking for jobs• 1st year of Internetmarketing - Minefield• 11 Professional & worldclass experts• Dedicated every day 6.5 yearsimproving skills
    6. 6. Australian Business• Started in SEO - Training programmers• Expanded Google Adwords• Internet marketing resultsbased websites• Variety services - Mobile, Analytics,Social media• Small and larger businesses
    7. 7. Traditional Marketing Is ChangingHuge shifts in traditional marketing moving to digital 2012
    8. 8. David Jones & Myers Moving To Online Stores
    9. 9. Fairfax – Job Losses – Moving To Digital
    10. 10. Channel 9 Nearly Bankrupt – Losing Advertising Revenue
    11. 11. Newsweek – Going Digital After 80 Years
    12. 12. Yellow Pages – New Business Model
    13. 13. Radio Constantly Linked To Search On The Internet
    14. 14. Australian Internet Demographic Breakdown59% users are over 35 years of ageAttention, Interest, Desire, Action - AIDA
    15. 15. Number Of Websites Increased From 3M to 555M In 10 years
    16. 16. Social Media 10 Years Established
    17. 17. Baby Boomers Longest Time Online50-64 years spent the longest time online per session
    18. 18. Opportunity For Australian Businesses?
    19. 19. National Broadband Network – Worlds Largest High Speed Internet
    20. 20. NBN – Boost Your Business ProfitsHow can it grow your business?Improved website experienceReduced costs – E.G Google Hangouts
    21. 21. Social Media – Australia Largest In The Word – Time VisitedMost time visiting Social Media websites in the world - Nielsen
    22. 22. Mobile Views Growing + 130% Since August 2011
    23. 23. Mobile Marketing – Australia Leading The WorldAustralia highest penetration of users in the world (ex Singapore)Using for networking, searching & shopping25% of all searches are local
    24. 24. Australian Uses Of Mobile1. Social networking 2. Shopping 3. Searching Facebook 500M
    25. 25. Mobile Purchases – Past 6 months 2000 New Merchants28% those surveyed by Google had bought via their mobile phone
    26. 26. M Commerce Spend – No One Spending now?
    27. 27. M Commerce SpendUS Mobile commerce spend to reach$31 Billion by 2016 + 39% growth
    28. 28. The Customer Journey
    29. 29. The ProblemBusinesses refusal to changeE.G Neglecting the huge National Broadband Network opportunity – Forrester research
    30. 30. Refusal To Change – Borders Bankrupt
    31. 31. Business Not Tracking Their ROIA large proportion dont measuretheir return on investmentOnly 27% small business & 34% ofmedium business using Social Media
    32. 32. 4 Out Of 5 Websites Not Optimized For Mobile
    33. 33. Desktop Websites On Mobile
    34. 34. Desktop Websites On Mobile
    35. 35. Bad Mobile Websites
    36. 36. Good Mobile Websites
    37. 37. Bad Mobile Website = Frustration
    38. 38. Google Survey Key Statistics57%Would not recommend abusiness with a badmobile website
    39. 39. Google Survey Key Statistics40%Have turned to acompetitors website after abad mobile experience
    40. 40. Google Survey Key Statistics23%Have cursed at theirphone when a mobile sitedoes not work
    41. 41. Mobile Marketing Lost Opportunity?“ The year of the mobile has already happened. If mobile as astrategy is not being considered by the CEO or at board level,you are already behind the 8 ball ”Jason Pellegrino – Google Australia
    42. 42. Two Key Trends In The Australian MarketLack of understanding aroundmobile integration with othercommunication channelsLack of urgency around the moveto mobile compatible platforms
    43. 43. 7 Keys To Success
    44. 44. 1- Create A Dedicated Mobile WebsiteHow many people search ontheir mobiles?How many have a dedicatedmobile website?
    45. 45. Local Search – Make Your Phone Ring61% users call after a local business search2 in 5 Australians search on their mobile as opposedto 3 in 5 desktop
    46. 46. 2) Advertise Your Business On MobileIn 2012 spending mobiledisplay advertising & search1.6 Billion
    47. 47. Mobile Search Ads
    48. 48. Appear on mobile devices in Google searchresults, on websites and in appsReach people whereever they access the interneton their phoneWhat Are Mobile Search Ads?
    49. 49. Connect your business and customers by phoneDrive local in-store trafficPromote your mobile appEngage with mobile shoppersWhy Mobile Search Ads?
    50. 50. Australia Highest CTR Rate In The World Mobile
    51. 51. Call extensionsConnecting Businesses And Customers By PhoneImage credit: digett.com
    52. 52. Location extensionsConnecting Businesses and Customers By Phone
    53. 53. Seller RatingsExtensionsDisplay ratingsgatheredautomaticallyfrom review sitesFeatures To Engage With YourMobile Shoppers
    54. 54. Product ExtensionsAllow mobile users tonavigate directly to apurchase pageFeatures To Engage With YourMobile Shoppers
    55. 55. Drive local in-store trafficLocal store offline traffic can be increased
    56. 56. SalesSign-upsNumber of callsLength of callsConversionsDownloadsMeasuring The Benefit Of Mobile Ads
    57. 57. ConclusionMobile ads are an important part of onlineadvertising strategyThey are relevant, local and targetedStrong calls to action importantHighly measureable performance
    58. 58. It’s a way of making your Googleexperience socialOver 400Million Users3) What Is Google+?
    59. 59. Why Use Google+?
    60. 60. Increase awareness withGoogle+ recommendationsBuild trustBoost Online Marketing Performance - Sharing
    61. 61. Increase of 5-10%* insearch and click-through rates*Source: Google Internal Data. Last updated: July 2012.What Google+ Can Do For You? Mobile Ads
    62. 62. Set up your Google + business pageLink Your Google+ Page To Your Ads
    63. 63. Check +1 annotations section ingoogle adwords reportingClick-through ratesMeasuring The Impact Of Google+
    64. 64. ConclusionGoogle+ is a excellentway to boost theperformance of online marketing (+ Search)Helps increase the number ofpeople seeing your adsPotential customers online willtrust you more
    65. 65. Google Hangout Ideas For BusinessInterviewLive customer case studyProduct LaunchesWebinar
    66. 66. 4 - Mobile Apps Lead GenerationInbound Marketing – Searching, finding & using your App
    67. 67. The Top 4 Features Your Mobile App Should Have1. Push Notifications
    68. 68. The Top 4 Features Your Mobile App Should Have2. Mobile Payment
    69. 69. The Top 4 Features Your Mobile App Should Have3. Social Integration
    70. 70. Mobile Apps Lead Generation – Business OutcomeSocial Media summary + SharingPre sell your product & serviceNeed to market them
    71. 71. The Top 4 Features Your Mobile App Should Have4. One click contacting
    72. 72. Albert Mobile Apps– Commonwealth Bank
    73. 73. Permission BasedMobile MarketingThe what, the how andthe benefits
    74. 74. 5) Permission Based Mobile MarketingGetting consent from consumers BEFOREyou ever send text messages to themA subscriber opts-in through their mobilephone, or when they give permission tohave messages sent to them
    75. 75. Mobile Permission Based Marketing – 95% Open Rate SMSGain consent to marketing by offering valuable free gift
    76. 76. 10 Minute Audience Exercise
    77. 77. Valuable Offer IdeasWin a washing machineContest to win weekly prizesCoupon discount – HolidaysVideo series – 7 biggest mistakesto avoidFree app downloadWeekly tips
    78. 78. Permission Based Marketing = Dating 
    79. 79. Benefits To The BusinessA trust factor can quickly lead to aloyal customerProvide you with a much higherresponse rate and great ROI
    80. 80. Benefits To The ConsumerThe experience becomes morepersonal and targetedEliminates the interruption
    81. 81. Maintaining The Consent Of The SubscriberContinually communicate the value
    82. 82. Maintaining The Consent Of The SubscriberTarget the messages toconsumers interests
    83. 83. Permission Based Marketing = Dating 
    84. 84. Maintaining The Consent Of The SubscriberRespect yourconsumers privacy
    85. 85. 6) Digital Social Media - How Do We Measure Its ImpactGoogle+ Google Analyticssocial reports
    86. 86. Find something you can measure( E.G visits to website or blog)Digital Social Media - How Do We Measure Its Impact
    87. 87. Create your social posts witha measurement goal in mind(Likes, interactions)Digital Social Media - How Do We Measure Its Impact?
    88. 88. Try not to post the samething on each platform,customize and use whatworks bestDigital Social Media - How Do We Measure Its Impact
    89. 89. Google Analytics App TrackingClassifies reports by acquisition, engagement & user outcomes
    90. 90. 7- Test
    91. 91. QR Codes
    92. 92. 3 Next StepsFree video website review – Limited applications1
    93. 93. 3 Next StepsCreate a Google Hangout on Google + Its FREE2
    94. 94. 3 Next StepsCheck your Google analytics & keyword demand from mobileCreate a dedicated mobile website – Call us3
    95. 95. Feedback
    96. 96. Questions

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