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

7. Customer-Driven 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…?

17. Mobile Commerce

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!

26. Examples

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.

32. Predictions 32

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

34. Prediction # 2 34

35. Prediction # 3 35

36. Mobile of The Future?

37. Thank You!

Mobile marketing 2013

MultiWave Media

Mobile marketing 2013