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Where to Begin
in Mobile Marketing
A pragmatic approach to integrating & scaling mobile
efforts into your marketing mix
Cu...
Agenda:
1. About Me
2. Mobile Factoids
3. Where to Begin
4. Mobile Tools to Consider
5. Q&A
About Me:
• 1993: Mobile Seed Planted
• 1995: Embedded Computing
• 2004: First Smartphone
• 2009: Mobile in a nonprofit
• ...
Factoids
to give you a sense of scale
& speed of mobile adoption
371,000 babies are born daily
645,000 iOS devices activated
1,500,000 Android devices
activated
1:6
Yes, that’s one kid for every six mobile devices.
7,000,000,000 people on the earth
6,000,000,000 access to mobile
4,500,000,000 access to toilets
175,280,000 smartphone users
107,100,00 tablet users
282,380,000
mobile devices primed for
your attention
This trend has yet to plateau in the US.
We’re addicted to our mobile devices.
So is everyone else (but France).
Dirty Secret
what you might have heard
about mobile marketing is
WRONG
Mobile isn’t just for big business.
Small businesses have adopted mobile faster.
It’s not exclusive for teens & millennials.
C-level executives are equally heavy users.
You DON’T need a mobile app to start.
Here are seven reasons why:
1. Good app costs $150-250K to
build
2. Spend 1.5x to promote &
update
3. Average user downloads 45
apps, 42 of which are ...
You don’t need the “bright & shiny” tools either.
Or most of these.
where you begin
(in 3 steps)
#1: Understand
your customers & prospects
You are NOT one of them.
create user personas
observe them in public
talk to them
#2: Find
their pain points
look at your analytics & set goals
Google offers a wealth of info.
talk to your team
talk to your customers
#3: Mobilize
your existing marketing tools
start with your site
63% of your mobile
visitors won’t come
back if you give them
a desktop experience.
web site:
• Create a mobile-responsive micro-site
• Hold off on your main site unless it’s past due
for an overhaul
• Back...
continue with email efforts
email:
• It’s the most used app on smartphones
• 92% of smartphone/tablet users check email
• The average mobile Internet ...
optimize search engine marketing
SEM is more
prominent on
mobile screens.
sem:
• 63% of local mobile search ends in a store
visit or other actions
• Geo-targeting offers greater
• Easy via Google ...
explore other mobile tools
other mobile tools:
• Text messaging open rates exceed 95%--
excellent for broadcast ads, events & print
• Conversion tool...
Recap:
#1: understand your
audience
#2: find their pain points
#3: mobilize what you have
curtprins.com/connect
Where to begin in Mobile Marketing
Where to begin in Mobile Marketing
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Where to begin in Mobile Marketing

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Since the iPhone's arrival in 2007, mobile's been a frequent topic of discussion is business meetings. Unfortunately for most companies, it's mostly talk for fear of action--for good reason. The fast pace of mobile's evolution has forced most brands, including powerhouses like Starbucks and Walmart, to admit that they can't keep up.

Here's a secret: you don't need to.

Published in: Mobile, Technology, Business
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Where to begin in Mobile Marketing

  1. 1. Where to Begin in Mobile Marketing A pragmatic approach to integrating & scaling mobile efforts into your marketing mix Curt Prins Integrated Marketing Summit – Minneapolis 6 June 2014
  2. 2. Agenda: 1. About Me 2. Mobile Factoids 3. Where to Begin 4. Mobile Tools to Consider 5. Q&A
  3. 3. About Me: • 1993: Mobile Seed Planted • 1995: Embedded Computing • 2004: First Smartphone • 2009: Mobile in a nonprofit • 2010: Mobile strategist for Startups, F100 & NPOs
  4. 4. Factoids to give you a sense of scale & speed of mobile adoption
  5. 5. 371,000 babies are born daily 645,000 iOS devices activated 1,500,000 Android devices activated
  6. 6. 1:6 Yes, that’s one kid for every six mobile devices.
  7. 7. 7,000,000,000 people on the earth 6,000,000,000 access to mobile 4,500,000,000 access to toilets
  8. 8. 175,280,000 smartphone users 107,100,00 tablet users
  9. 9. 282,380,000 mobile devices primed for your attention
  10. 10. This trend has yet to plateau in the US.
  11. 11. We’re addicted to our mobile devices.
  12. 12. So is everyone else (but France).
  13. 13. Dirty Secret what you might have heard about mobile marketing is WRONG
  14. 14. Mobile isn’t just for big business.
  15. 15. Small businesses have adopted mobile faster.
  16. 16. It’s not exclusive for teens & millennials.
  17. 17. C-level executives are equally heavy users.
  18. 18. You DON’T need a mobile app to start.
  19. 19. Here are seven reasons why:
  20. 20. 1. Good app costs $150-250K to build 2. Spend 1.5x to promote & update 3. Average user downloads 45 apps, 42 of which are free 4. But uses only 5 of them 5. Pay $1.80-$2.50 per download 6. “Loyal” users uses the app 3x
  21. 21. You don’t need the “bright & shiny” tools either.
  22. 22. Or most of these.
  23. 23. where you begin (in 3 steps)
  24. 24. #1: Understand your customers & prospects
  25. 25. You are NOT one of them.
  26. 26. create user personas
  27. 27. observe them in public
  28. 28. talk to them
  29. 29. #2: Find their pain points
  30. 30. look at your analytics & set goals
  31. 31. Google offers a wealth of info.
  32. 32. talk to your team
  33. 33. talk to your customers
  34. 34. #3: Mobilize your existing marketing tools
  35. 35. start with your site
  36. 36. 63% of your mobile visitors won’t come back if you give them a desktop experience.
  37. 37. web site: • Create a mobile-responsive micro-site • Hold off on your main site unless it’s past due for an overhaul • Backbone of all mobile efforts • Less is more—focus on critical information first & limit forms to 3-5 questions • Do ample a/b testing
  38. 38. continue with email efforts
  39. 39. email: • It’s the most used app on smartphones • 92% of smartphone/tablet users check email • The average mobile Internet user spends 42% of her time on email. • Mobile users are looking for any excuse to delete email • Resource: Text MOMAIL to 75309
  40. 40. optimize search engine marketing
  41. 41. SEM is more prominent on mobile screens.
  42. 42. sem: • 63% of local mobile search ends in a store visit or other actions • Geo-targeting offers greater • Easy via Google AdWords • Click2Call drives conversions • Though dropping, CTR are still 4-5x over desktop search
  43. 43. explore other mobile tools
  44. 44. other mobile tools: • Text messaging open rates exceed 95%-- excellent for broadcast ads, events & print • Conversion tools like QR codes & NFC bridge the traditional with the interactive • Graduate to mobile apps only if needed— expensive to both build & keep relevant. • Ignore the “bright shinny things” unless their direct benefit is obvious • Test small; scale up with success
  45. 45. Recap: #1: understand your audience #2: find their pain points #3: mobilize what you have
  46. 46. curtprins.com/connect

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