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Darin T. Swick, President, WSI Advanced Web Profits
	

	





Darin@WSIAdvancedWebProfits.com
www.linkedin.com/in/darinswick"
www.facebook.com/DarinSwick
(303) 881-9192
Agenda
• 
• 
• 
• 
• 
• 
• 
• 

Mobile Marketing – Is it Right For You?
Current State of Mobile Marketing
Types of Mobile Sites to Choose From
How Do Businesses Use Mobile?
Mobile Marketing Examples
Steps in Creating a Mobile Friendly Site
Real World Examples
Predictions
Is Mobile Marketing Right for You?
DO YOU WANT…….
①  New customers?
②  Existing customers to visit your web
presence more frequently?
③  To improve your profit margins?
④  To differentiate your brand?
⑤  To improve your marketing ROI?
⑥  Customers to spend more money each
time they buy from you?
⑦  To create new distribution channels?
⑧  To grow your market share?
⑨  To be in front of your customers 24/7?
Not Just a dependency….
It’s an Obsession
Fifteen percent of Americans answer their cell phone 

…while having sex 

Seventy-five percent of Americans admit to using their phone 

…while in the bathroom 

Nine million have shopped using a mobile device 

…while in a meeting at work, and 

…4 million have shopped using a mobile device while driving 

Forty-four percent of mobile users 

…sleep with their phone next to their bed because they wanted

to make sure they didn’t miss any calls, text message, or other

updates during the night
Creating a Mobile Friendly Site
How Do We Browse?
Your Mobile Phone Is THE MOST Common Device Used for
Browsing as of 2013…

…Partially Because We Have Solved
the Usability Issues

Small Screens | Awkward Input
Download Delays | Poor Design
Customer-Driven Design
The Case for Mobile
Consider This…
① 
② 
③ 
④ 
⑤ 

It’s easier than you think
There’s a huge untapped market out there
Mobile converts prospects
People respond to mobile
Mobile marketing costs less!
How Do Businesses Use Mobile?
•  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)
•  Mobile Commerce
SMS versus MMS
•  SMS
o  Most common phone-based
activity among all U.S. cell
phone users of all ages!
o  Used by doctors to remind
patients of appoints and airlines
to update passengers on flight
status

•  MMS
o  Sending images, audio and
video with or without text!
o  Usually limited to smart phones
and tablets!
Short Codes
Short Codes are special telephone
numbers, significantly shorter than
full telephone numbers that can be
used to address SMS and MMS
messages!
Mobile Display Ads
•  Targeted advertising purchased
through an ad agency, via
mobile advertising network or
digital marketing consultant
•  Popular networks: iAd (Apple),
Millennial Media (Independent),
Ad Mob (Google) and others
Mobile Display Targeting
•  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/profile
Mobile Paid Search
•  Traditional paid search is perfect for
lead generation, e-commerce and
products that require in-depth
research
•  Mobile paid search is perfect for
quick information on lowconsideration products or services
•  70% of searchers complete their task
within 1 hour, compared with 30% for
desktop (MobileMarketer)
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”
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 codes can drive people to websites, to phone numbers, and to contact
information
•  Facilitate the move to online
•  Newspaper, posters, stuffers, statements, 
annual report, T-shirts, website, others…?
Mobile Commerce
Other Ideas
Mobile marketing is limited only by your imagination
Engage Your Customers
ü 
ü 
ü 
ü 
ü 
ü 

Welcome Programs
Information Requests
Voting
Contests and Sweepstakes
Event Alerts
New Product Releases

Start Conversations
ü 
ü 
ü 
ü 

Store Locators
Exclusive Offers
Item Availability Notices
Text for Callback

Create Loyalty
ü 
ü 
ü 
ü 
ü 

Shipping & Delivery Alerts
Surveys
Text for Customer Care
Warnings
Re-permission and Win-Back
Creating a Mobile Friendly Site
Guidelines
Challenge

Solution

Content must
be succinct

100 words per page MAX

Keep website
synced to
mobile

Direct content feed from
desktop website (RSS, XML)

Fewer &
smaller
images

Small and quick to load

Clear
navigation

Smartphone navigation best
practices for usability
Types of Mobile Web Sites
6 Options
Challenge

Rating
 Best for…

Comments

Custom

Poor

Mobile app Most robust, very expensive (software
for a
company)
product

Template, Plug-in

Poor

Website

Too big, long, difficult to navigate

Transcode

Poor

None

Easy, cheap but unreliable

DIY Template

Good

Small,
local biz

Cheap but effective for small sites

Responsive
Design Alone

OK

Multiple

Reproduces your website – too hard
to read or navigate

Hybrid

Best

Any

Best of Above
DIY Template – Small Biz
Characteristics:
•  Affordable
•  Custom coded
•  Mobile Style Sheets
•  Responsive Design
•  RSS or XML Feeds 
•  Easy to Update
•  Navigation Designed 
for Smartphone
The Hybrid – Medium Biz
Characteristics:
•  Custom coded
•  Mobile Style Sheets
•  Responsive Design
•  RSS or XML Feeds 
•  Easy to Update
•  Navigation Designed 
for Smartphone
Steps in Creating a Mobile Friendly Site
Basic Steps!

Comments!

Develop a Strategy!

What will your visitors/customers want the most
from your site? Strive for simplicity | Focus on
Usability.!

Prioritize Hierarchy of Information!

Pick no more than 5 visible menu options that
then open to additional options – ALL VISIBLE
WITHOUT GLASSES!!

Optimize with the Right Keywords!

For SEO purposes, use the most highly searched
Keywords specific to your business so that you
are FOUND easily.!

Incorporate Branding!

Carry your branding images from you main
website over to your mobile site – be consistent!!

Optimize Functionality!

Buttons should be easy to push, “activate” when
pushed, and should be obvious. !

Update Often!

Mobile site should sync with your main website
automatically and reflect ongoing updates.!
Designing Your Site
Planning of Your Mobile Site
①  Know Your Customers
§ 
§ 
§ 

How do your customers engage with you?
What information do they most want?
What is the easiest way to provide them 
with the information they want?

②  Be a Minimalist
§ 
§ 

Include ONLY actionable, helpful information 
(location, contact information, maps, core product information)
“Click” to “Get” architecture

③  Design for Speed
§ 
§ 

Avoid using Flash and video – use JPEGs and GIFs
Enlist the help of a technical expert on designing for speed
Designing Your Site
Planning of Your Mobile Site
④  Design for Multiple Devices
§ 
§ 

Consider the top 4-5 smartphone and 
SmartPad devices used by your customers
Use mobile site development technology 
and tools that will be around in a few years

⑤  Get Help!
§ 
§ 

Enlist the help of design and technology 
experts
Do what you do best – leave the technical aspects to the experts!
Examples
American Red Cross
•  The American Red ross encouraged donors to
text HAITI to 90999 to give $10 to the Haiti
Earthquake relief efforts.
•  The campaign raised more than $32 million
from 3 million unique donors, 95% of whom
were first time donors.
•  Takeaway: Mobile can be used as both a
marketing tool and an operational tool which
can streamline your processes. Taking
advantage of both aspects increases your
likelihood of success.
Heineken
•  In 2010, Heineken launched a mobile game to
coincide with the Champion League soccer
games.
•  The game, which could only be accessed while
the UEFA game was being broadcast,
challenged players to predict what would
happen next in the live game.
•  Takeaway: people are usually multitasking
while on their phones, if you embrace this fact
instead of trying to fight it, you will drive higher
engagement.
True Blood
•  Prior to launching the third season of HBO’s
True Blood, the show ran a mobile ad campaign
to drive buzz.
•  While on sites that featured the ad, finger taps
would appear bloody on the screen, followed by
a stream of blood coming down the screen and
a pop up banner ad for the show.
•  Takeaway: Mobile banners can be hard to see,
so break through the clutter with innovative and
mobile-specific creative.
The Westin
•  The Westin launched geo-enabled ads on the
Weather Channel.
•  When in a chilly location, ads would appear that
prompted the user to wipe off the virtual frost to
reveal 8 warm weather Westin destinations.
•  Takeaway: Take advantage of the fact that you
can receive geographical information about
your users on mobile. Geo-enabled ads perform
4-5X better than ads that don’t take geography
into account.
Brisk
•  Brisk used popular photo sharing app, Instagram to run a promotion
where users could submit photos through the app for the chance to
have their photo on limited edition cans at 2011 SXSW. 
•  Takeaway: You don't have to spend millions to get into mobile. Sites
and apps like Instagram, Foursquare and Gowalla are free and can
be used to get your foot in the door of mobile marketing.
Predictions

32
Prediction # 1
“IF YOU ARE NOT MOBILE YOU WILL LOSE”

81% of smartphone users
have done product research via
smartphone and

50% have made
a purchase with one.

[ research from Prosper Mobile Insights ]

33
Prediction # 2

34
Prediction # 3

35
Mobile of The Future?
Thank You!

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Mobile marketing 2013

  • 1. Darin T. Swick, President, WSI Advanced Web Profits Darin@WSIAdvancedWebProfits.com www.linkedin.com/in/darinswick" www.facebook.com/DarinSwick (303) 881-9192
  • 2. Agenda •  •  •  •  •  •  •  •  Mobile Marketing – Is it Right For You? Current State of Mobile Marketing Types of Mobile Sites to Choose From How Do Businesses Use Mobile? Mobile Marketing Examples Steps in Creating a Mobile Friendly Site Real World Examples Predictions
  • 3. Is Mobile Marketing Right for You? DO YOU WANT……. ①  New customers? ②  Existing customers to visit your web presence more frequently? ③  To improve your profit margins? ④  To differentiate your brand? ⑤  To improve your marketing ROI? ⑥  Customers to spend more money each time they buy from you? ⑦  To create new distribution channels? ⑧  To grow your market share? ⑨  To be in front of your customers 24/7?
  • 4. Not Just a dependency…. It’s an Obsession Fifteen percent of Americans answer their cell phone …while having sex Seventy-five percent of Americans admit to using their phone …while in the bathroom Nine million have shopped using a mobile device …while in a meeting at work, and …4 million have shopped using a mobile device while driving Forty-four percent of mobile users …sleep with their phone next to their bed because they wanted to make sure they didn’t miss any calls, text message, or other updates during the night
  • 5. Creating a Mobile Friendly Site
  • 6. How Do We Browse? Your Mobile Phone Is THE MOST Common Device Used for Browsing as of 2013… …Partially Because We Have Solved the Usability Issues Small Screens | Awkward Input Download Delays | Poor Design
  • 8. The Case for Mobile Consider This… ①  ②  ③  ④  ⑤  It’s easier than you think There’s a huge untapped market out there Mobile converts prospects People respond to mobile Mobile marketing costs less!
  • 9. How Do Businesses Use Mobile? •  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) •  Mobile Commerce
  • 10. SMS versus MMS •  SMS o  Most common phone-based activity among all U.S. cell phone users of all ages! o  Used by doctors to remind patients of appoints and airlines to update passengers on flight status •  MMS o  Sending images, audio and video with or without text! o  Usually limited to smart phones and tablets!
  • 11. Short Codes Short Codes are special telephone numbers, significantly shorter than full telephone numbers that can be used to address SMS and MMS messages!
  • 12. Mobile Display Ads •  Targeted advertising purchased through an ad agency, via mobile advertising network or digital marketing consultant •  Popular networks: iAd (Apple), Millennial Media (Independent), Ad Mob (Google) and others
  • 13. Mobile Display Targeting •  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/profile
  • 14. Mobile Paid Search •  Traditional paid search is perfect for lead generation, e-commerce and products that require in-depth research •  Mobile paid search is perfect for quick information on lowconsideration products or services •  70% of searchers complete their task within 1 hour, compared with 30% for desktop (MobileMarketer)
  • 15. 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”
  • 16. 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 codes can drive people to websites, to phone numbers, and to contact information •  Facilitate the move to online •  Newspaper, posters, stuffers, statements, annual report, T-shirts, website, others…?
  • 18. Other Ideas Mobile marketing is limited only by your imagination Engage Your Customers ü  ü  ü  ü  ü  ü  Welcome Programs Information Requests Voting Contests and Sweepstakes Event Alerts New Product Releases Start Conversations ü  ü  ü  ü  Store Locators Exclusive Offers Item Availability Notices Text for Callback Create Loyalty ü  ü  ü  ü  ü  Shipping & Delivery Alerts Surveys Text for Customer Care Warnings Re-permission and Win-Back
  • 19. Creating a Mobile Friendly Site Guidelines Challenge Solution Content must be succinct 100 words per page MAX Keep website synced to mobile Direct content feed from desktop website (RSS, XML) Fewer & smaller images Small and quick to load Clear navigation Smartphone navigation best practices for usability
  • 20. Types of Mobile Web Sites 6 Options Challenge Rating Best for… Comments Custom Poor Mobile app Most robust, very expensive (software for a company) product Template, Plug-in Poor Website Too big, long, difficult to navigate Transcode Poor None Easy, cheap but unreliable DIY Template Good Small, local biz Cheap but effective for small sites Responsive Design Alone OK Multiple Reproduces your website – too hard to read or navigate Hybrid Best Any Best of Above
  • 21. DIY Template – Small Biz Characteristics: •  Affordable •  Custom coded •  Mobile Style Sheets •  Responsive Design •  RSS or XML Feeds •  Easy to Update •  Navigation Designed for Smartphone
  • 22. The Hybrid – Medium Biz Characteristics: •  Custom coded •  Mobile Style Sheets •  Responsive Design •  RSS or XML Feeds •  Easy to Update •  Navigation Designed for Smartphone
  • 23. Steps in Creating a Mobile Friendly Site Basic Steps! Comments! Develop a Strategy! What will your visitors/customers want the most from your site? Strive for simplicity | Focus on Usability.! Prioritize Hierarchy of Information! Pick no more than 5 visible menu options that then open to additional options – ALL VISIBLE WITHOUT GLASSES!! Optimize with the Right Keywords! For SEO purposes, use the most highly searched Keywords specific to your business so that you are FOUND easily.! Incorporate Branding! Carry your branding images from you main website over to your mobile site – be consistent!! Optimize Functionality! Buttons should be easy to push, “activate” when pushed, and should be obvious. ! Update Often! Mobile site should sync with your main website automatically and reflect ongoing updates.!
  • 24. Designing Your Site Planning of Your Mobile Site ①  Know Your Customers §  §  §  How do your customers engage with you? What information do they most want? What is the easiest way to provide them with the information they want? ②  Be a Minimalist §  §  Include ONLY actionable, helpful information (location, contact information, maps, core product information) “Click” to “Get” architecture ③  Design for Speed §  §  Avoid using Flash and video – use JPEGs and GIFs Enlist the help of a technical expert on designing for speed
  • 25. Designing Your Site Planning of Your Mobile Site ④  Design for Multiple Devices §  §  Consider the top 4-5 smartphone and SmartPad devices used by your customers Use mobile site development technology and tools that will be around in a few years ⑤  Get Help! §  §  Enlist the help of design and technology experts Do what you do best – leave the technical aspects to the experts!
  • 27. American Red Cross •  The American Red ross encouraged donors to text HAITI to 90999 to give $10 to the Haiti Earthquake relief efforts. •  The campaign raised more than $32 million from 3 million unique donors, 95% of whom were first time donors. •  Takeaway: Mobile can be used as both a marketing tool and an operational tool which can streamline your processes. Taking advantage of both aspects increases your likelihood of success.
  • 28. Heineken •  In 2010, Heineken launched a mobile game to coincide with the Champion League soccer games. •  The game, which could only be accessed while the UEFA game was being broadcast, challenged players to predict what would happen next in the live game. •  Takeaway: people are usually multitasking while on their phones, if you embrace this fact instead of trying to fight it, you will drive higher engagement.
  • 29. True Blood •  Prior to launching the third season of HBO’s True Blood, the show ran a mobile ad campaign to drive buzz. •  While on sites that featured the ad, finger taps would appear bloody on the screen, followed by a stream of blood coming down the screen and a pop up banner ad for the show. •  Takeaway: Mobile banners can be hard to see, so break through the clutter with innovative and mobile-specific creative.
  • 30. The Westin •  The Westin launched geo-enabled ads on the Weather Channel. •  When in a chilly location, ads would appear that prompted the user to wipe off the virtual frost to reveal 8 warm weather Westin destinations. •  Takeaway: Take advantage of the fact that you can receive geographical information about your users on mobile. Geo-enabled ads perform 4-5X better than ads that don’t take geography into account.
  • 31. Brisk •  Brisk used popular photo sharing app, Instagram to run a promotion where users could submit photos through the app for the chance to have their photo on limited edition cans at 2011 SXSW. •  Takeaway: You don't have to spend millions to get into mobile. Sites and apps like Instagram, Foursquare and Gowalla are free and can be used to get your foot in the door of mobile marketing.
  • 33. Prediction # 1 “IF YOU ARE NOT MOBILE YOU WILL LOSE” 81% of smartphone users have done product research via smartphone and 50% have made a purchase with one. [ research from Prosper Mobile Insights ] 33
  • 36. Mobile of The Future?