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Decoding Mobile Marketing

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What's square, mainly black and white and being scanned by people all over the place? If you guessed QR codes, you're (almost) right! It's actually two-dimensional barcodes and they are showing up on everything-from food packaging to magazines, clothing tags and direct mail. Two-dimensional barcodes are considered a direct link between print and the Internet and they're revolutionizing the way businesses--both small and large--are promiting their products and services.

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Decoding Mobile Marketing

  1. 1. Decoding Mobile Marketing
  2. 2. Lora Ullerich Digital Media Specialist [email_address] Session Framework Xavier Rodriguez Marketing Analyst [email_address]
  3. 3. Session Framework <ul><li>Define mobile marketing. </li></ul><ul><li>How you can make it work for you. </li></ul><ul><li>Close with five action points to start on today. </li></ul>Session Framework
  4. 4. <ul><li>Cole Directory published in 1947. </li></ul><ul><li>Crisscross directory of addresses & phone numbers. </li></ul><ul><li>Invaluable information for a number of industries: </li></ul><ul><ul><ul><li>Telemarketing </li></ul></ul></ul><ul><ul><ul><li>Debt collection </li></ul></ul></ul><ul><ul><ul><li>Law enforcement </li></ul></ul></ul><ul><li>Today, web-based lead generation for businesses. </li></ul>Background
  5. 6. <ul><li>Free </li></ul><ul><ul><li>Articles </li></ul></ul><ul><ul><li>Buddy’s blog </li></ul></ul><ul><ul><li>Webinars </li></ul></ul>
  6. 7. Source: Nielsen, July 2011
  7. 8. Smartphone Usage <ul><li>Local level </li></ul><ul><li>47% news </li></ul><ul><li>36% weather reports </li></ul><ul><li>31% restaurants/businesses </li></ul><ul><li>16% coupons/discounts </li></ul>Tatango.com
  8. 9. <ul><ul><li>People 55+ </li></ul></ul><ul><li>Gaining access to social media sites via mobile Internet. </li></ul><ul><li>Information about a company, product/service. </li></ul><ul><li>Ability to make a purchase/payment. </li></ul>TM Who’s Fueling the Fire?
  9. 10. Drive Traffic with Mobile <ul><li>Two-dimensional barcodes on Print ads </li></ul><ul><li>Text Messaging </li></ul><ul><li>Mobile websites </li></ul><ul><li>Email </li></ul><ul><li>Location-based applications </li></ul>
  10. 11. <ul><ul><li>Two Dimension barcodes: </li></ul></ul><ul><ul><li>Mainly black & white graphical images </li></ul></ul><ul><ul><li>Hold thousands of bits of information </li></ul></ul><ul><li>Types: </li></ul><ul><ul><li>QR or “Quick Response” code </li></ul></ul><ul><ul><li>Microsoft Tag </li></ul></ul><ul><ul><li>Data matrix </li></ul></ul><ul><li>Why?: </li></ul><ul><ul><li>Provide bridge between print media & online </li></ul></ul>TM QR Code Microsoft Tag Mobile Marketing
  11. 12. TM Two-Dimensional Barcodes <ul><li>Practical Uses: </li></ul><ul><ul><li>Link to coupon or a discount </li></ul></ul><ul><ul><li>Access to additional information </li></ul></ul><ul><ul><li>Enter a registration/registration </li></ul></ul><ul><ul><li>Access to a video/image </li></ul></ul><ul><ul><li>Make a purchase </li></ul></ul><ul><li>How: </li></ul><ul><ul><li>Bitly.com </li></ul></ul><ul><ul><li>http://qrcode.kaywa.com/ </li></ul></ul><ul><ul><li>QR.net </li></ul></ul><ul><ul><li>Createandtrack.com </li></ul></ul>
  12. 13. TM Two-Dimensional Barcode Readers
  13. 14. Direct Mail
  14. 15. Direct Mail
  15. 16. <ul><ul><li>Add a QR Code </li></ul></ul><ul><ul><li>Link to mobile website or video or both! </li></ul></ul>
  16. 17. <ul><li>Track clicks </li></ul><ul><li>Bitly.com </li></ul><ul><li>Shorten URLs & create QR codes </li></ul>
  17. 18. <ul><ul><li>What does SMS mean: </li></ul></ul><ul><ul><li>Stands for “Short Message Service”. </li></ul></ul><ul><ul><li>160 character. </li></ul></ul><ul><ul><li>2 trillion are sent each year in the US. </li></ul></ul><ul><ul><li>Opt-in file. </li></ul></ul><ul><ul><li>Why it’s important: </li></ul></ul><ul><ul><li>High open-read rate. </li></ul></ul><ul><ul><li>Offer coupons or other incentives. </li></ul></ul><ul><ul><li>Relatively inexpensive. </li></ul></ul>TM Text Messaging
  18. 19. How Text Works <ul><li>Obtain keyword(s) “COLE”. </li></ul><ul><li>Advertise keyword on radio, social, print, outdoor, signage or any other medium. </li></ul><ul><li>Prospects text in. </li></ul><ul><li>Automatic text is sent back to prospect. </li></ul><ul><li>You now have an opt-in from prospect and can blast future messages to prospect or use cell number to call. </li></ul>
  19. 20. How Text Works Thank you for your interest. You will be contacted soon. Instant Reply immediately sent back to prospect Signage Example Company Logo Text CMG to 95495 to learn more about FREE marketing offers for your business!
  20. 21. <ul><li>Type of business: </li></ul><ul><li>Coffee shop, café, fast food </li></ul><ul><li>Gyms, workout facilities </li></ul><ul><li>Specialty shops/boutiques </li></ul><ul><li>Message: </li></ul>Text Messaging
  21. 22. <ul><li>Insurance agency: </li></ul><ul><li>Sailorinsurance.com </li></ul><ul><li>Meeting reminders </li></ul><ul><li>Follow-ups </li></ul>Text Messaging
  22. 23. TM Get Mobile <ul><ul><li>Create a Mobile Website: </li></ul></ul><ul><ul><li>User friendly </li></ul></ul><ul><ul><li>Simplified website </li></ul></ul><ul><ul><li>Free & easy to create </li></ul></ul><ul><li>How: </li></ul><ul><ul><li>Mobify.me </li></ul></ul>
  23. 24. TM Mobile Website
  24. 25. TM Type in your particular page Choose content to include Mobile Website Hit “next”
  25. 26. TM Check your “design ” Hit “next” to save your work & you’re done!
  26. 27. TM Mobile Website <ul><li>Keep in mind: </li></ul><ul><li>Screens are <4 inches </li></ul><ul><li>Simple design </li></ul><ul><li>Easy Check-out </li></ul><ul><li>Browsers </li></ul>
  27. 28. Website Overhaul <ul><ul><li>Bring up-to-date </li></ul></ul><ul><ul><li>Add SM links </li></ul></ul><ul><ul><li>Go mobile </li></ul></ul>
  28. 29. Mobile Website <ul><li>Simple Navigation </li></ul><ul><li>Current Listings </li></ul><ul><li>Full site Link </li></ul>
  29. 30. Email <ul><ul><li>eNewsletters </li></ul></ul><ul><ul><ul><li>Headline </li></ul></ul></ul><ul><ul><ul><li>Sender </li></ul></ul></ul><ul><ul><ul><li>Content relevance </li></ul></ul></ul><ul><ul><ul><li>Deploy time </li></ul></ul></ul><ul><ul><ul><li>Call to action </li></ul></ul></ul><ul><ul><ul><li>Social media links </li></ul></ul></ul><ul><ul><ul><li>Unsubscribe button </li></ul></ul></ul>
  30. 31. Email sender branding Catchy headline Eye catching graphics Relevant/timely content compelling offer Privacy statement
  31. 32. Location Based Apps
  32. 33. Online Reviews <ul><li>Add reviews to online local listing sites </li></ul><ul><li>Customer reviews are 12 x more trusted </li></ul>
  33. 34. <ul><li>Familiarize yourself with QR codes. </li></ul><ul><li>Get the pulse on mobility of customer base. </li></ul><ul><li>Decide value of other mobile marketing options. </li></ul><ul><li>Think about eNewsletter & its effectiveness. </li></ul><ul><li>Track to see what’s working. </li></ul>Five Action Points
  34. 35. <ul><li>www.Colecommunity.com </li></ul><ul><li>Resource filled with webinars, videos, Buddy’s blog and articles dedicated to small business owners grow their business. </li></ul><ul><li>www.bitly.com </li></ul><ul><li>Resource to help create tiny URLs, QR codes and track click rates. </li></ul><ul><li>www.mobile-barcodes.com/qr-code-software / </li></ul><ul><ul><li>List of best two-dimensional barcode reading software to read QR Codes, Microsoft Tags, Bee Tag, etc. </li></ul></ul><ul><li>http://mashable.com/2010/12/16/create-mobile-site-tools/ </li></ul><ul><ul><li>List of easy-to-use tools for creating mobile sites. </li></ul></ul><ul><li>Jeff Campbell </li></ul><ul><ul><li>Omaha Creative </li></ul></ul><ul><ul><li>402-210-7624 </li></ul></ul>Resources
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