Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Mobile Marketing for
Businesses
Today’s Outline
1.  Mobile Marketing Trends!
2.  Mobile Marketing Strategy!
3.  Considerations for Brands!
4.  Mobile Mark...
David Liem
❖  5 Years in Digital
Marketing Leadership!
❖  Trainer and Conference
Speaker!
❖  I love to help businesses
get...
What’s your mobile usage?
❖  Find out from your friends…!
1.  Most accessed apps!
2.  Most accessed websites!
3.  What do ...
Mobile Marketing Trends
The Mobile Playbook –
The Business Approach
to Mobile Marketing
Big Trend - Wearables
❖  Nike FuelBand!
❖  Connect your wearable tech
devices to your mobile!
❖  Stats and Goals!
❖  Socia...
Creativity – Nike – Personal /
Social
In Summary
❖  Phones in commute, tablets at night!
❖  Entertaining content is what people are looking for!
❖  More time sp...
The Mobile Playbook
Q1. The Value Proposition
Start Serving the Mobile Customer
Discussion:
How are your mobile customers’
needs different than desktop?
Start Serving the Local Customer
Discussion:
What locally relevant content can I
provide my customer?
Recognize Price & Transparency
Ideas to improve your in store
experience
❖  Add QR codes in store to link to website!
❖  Add website ratings !
❖  Offer u...
What ways can I improve in-
person experience with mobile?
Q2. Digital Destinations
Mobile Optimized Websites
Virgin Airlines (BETA)
❖  Big buttons!
❖  One screen same page!
❖  Clear and simple design!
❖  Intuitive interface !
Discussion:
What do I know and need to
know about how my mobile
customer uses my site?
What can I learn from my
analytics?
Branded Mobile App
The Case to build
Mobile Applications
What are Native Apps?
❖  Designed to run on specific OS’s and firmware!
❖  Make use of mobile features (camera, location, ad...
Browser apps / websites
❖  Can be accessed from all web capable mobile devices!
❖  Works across all devices!
❖  Coded in H...
What are hybrid apps
❖  Use development frameworks!
❖  Cross develop web technologies (HTML, JS) with phone
features!
❖  N...
Why offer only native apps?
Source: GIA native vs. web app industry survey, February – March 2011
Top reasons for only web apps
Source: GIA native vs. web app industry survey, February – March 2011
Top reasons for offering both
Source: GIA native vs. web app industry survey, February – March 2011
Case Study: LinkedIn
Case Study: Financial Times
❖  Mobile site but experience much
richer on mobile app!
Why go for a mobile website?
❖  Avoids pan & zoom!
❖  Loads Faster!
❖  Avoids Flash!
❖  Changes context & information!
❖  ...
Fluidui.com
Mock up your mobile app
Discussion pro’s and cons for
building a mobile app or a mobile
website.
3. Mobile Friendly Organizations
The Mobile Champion
Discussion
What would you want your
mobile champion to do?
4. Mobile + Marketing
Mobile Search Strategy
Get The Full Value of Mobile
Types of Mobile Conversions
❖  Mobile Web / Website!
❖  Mobile Apps!
❖  Phone Call!
❖  Cross Device!
❖  In-Store!
Discussion:
How would you change the way
your organisation markets to
mobile?
Tips for Mobile Ads
❖  Simple Interface!
❖  Overlays!
❖  Touch!
❖  Animation!
❖  Video!
❖  Social!
❖  Location!
Add Mobile to Existing Channels
❖  Email Marketing!
❖  Social Media!
❖  Coupons & Promotions!
❖  Offline Media!
!
5. Remember the Tablet
T-Commerce Strategy
Discussion:
How do you use tablet differently
than the phone?
Mobile Games Business Models
1.  Freemium!
2.  Affiliate and Referral Marketing!
3.  Banner Ads!
4.  In-App Purchasing (hig...
Advertising on Mobile
Google Mobile Ads - Search (1/3)
Click-to-call!
Click-to-
download	

 Text Ads	

Click-to-call
Google Mobile Ads - Search (2/3)
Seller Ratings	

 Ads with Offers	

 Location
Extensions
Google Mobile Ads - Search (3/3)
Location Extensions with
Multiple Addresses	

 Mobile Ad Sitelinks
Google Mobile Ads - Websites
(1/3)
Video Ads	

 Interstitial Ads	

 Canvas &
Expandable Ads
Google Mobile Ads - Websites
(2/3)
Tablet Banners	

 Multi-Panel
Banners	

Click to
download app
Google Mobile Ads - Websites
(3/3)
Mobile
Roadblock	

InStream
Mobile Marketing for Businesses
Mobile Marketing for Businesses
Mobile Marketing for Businesses
Mobile Marketing for Businesses
Mobile Marketing for Businesses
Mobile Marketing for Businesses
Mobile Marketing for Businesses
Mobile Marketing for Businesses
Mobile Marketing for Businesses
Mobile Marketing for Businesses
Mobile Marketing for Businesses
Mobile Marketing for Businesses
Mobile Marketing for Businesses
Mobile Marketing for Businesses
Mobile Marketing for Businesses
Mobile Marketing for Businesses
Mobile Marketing for Businesses
Mobile Marketing for Businesses
Mobile Marketing for Businesses
Mobile Marketing for Businesses
Mobile Marketing for Businesses
Mobile Marketing for Businesses
Mobile Marketing for Businesses
Mobile Marketing for Businesses
Mobile Marketing for Businesses
Mobile Marketing for Businesses
Mobile Marketing for Businesses
Mobile Marketing for Businesses
Mobile Marketing for Businesses
Mobile Marketing for Businesses
Mobile Marketing for Businesses
Mobile Marketing for Businesses
Mobile Marketing for Businesses
Mobile Marketing for Businesses
Mobile Marketing for Businesses
Mobile Marketing for Businesses
Mobile Marketing for Businesses
Mobile Marketing for Businesses
Mobile Marketing for Businesses
Mobile Marketing for Businesses
Mobile Marketing for Businesses
Upcoming SlideShare
Loading in …5
×

Mobile Marketing for Businesses

213 views

Published on

Mobile Marketing for Businesses and Brands, Tools for Mobile Marketing including advertising and analytics. Plus lots of case studies and digital marketing ideas.

Published in: Marketing, Technology, Business
  • Be the first to comment

Mobile Marketing for Businesses

  1. 1. Mobile Marketing for Businesses
  2. 2. Today’s Outline 1.  Mobile Marketing Trends! 2.  Mobile Marketing Strategy! 3.  Considerations for Brands! 4.  Mobile Marketing Tools !
  3. 3. David Liem ❖  5 Years in Digital Marketing Leadership! ❖  Trainer and Conference Speaker! ❖  I love to help businesses get their digital marketing strategy off the ground!
  4. 4. What’s your mobile usage? ❖  Find out from your friends…! 1.  Most accessed apps! 2.  Most accessed websites! 3.  What do you like about these websites?! 4.  Items purchased recently through mobile! 5.  Your most recent Google queries ! 6.  Time of day most use mobile!
  5. 5. Mobile Marketing Trends
  6. 6. The Mobile Playbook – The Business Approach to Mobile Marketing
  7. 7. Big Trend - Wearables ❖  Nike FuelBand! ❖  Connect your wearable tech devices to your mobile! ❖  Stats and Goals! ❖  Social Aspect! ❖  Gamify and competition! ❖  Connect to the larger community!
  8. 8. Creativity – Nike – Personal / Social
  9. 9. In Summary ❖  Phones in commute, tablets at night! ❖  Entertaining content is what people are looking for! ❖  More time spent consuming media in apps than mobile!
  10. 10. The Mobile Playbook
  11. 11. Q1. The Value Proposition
  12. 12. Start Serving the Mobile Customer
  13. 13. Discussion: How are your mobile customers’ needs different than desktop?
  14. 14. Start Serving the Local Customer
  15. 15. Discussion: What locally relevant content can I provide my customer?
  16. 16. Recognize Price & Transparency
  17. 17. Ideas to improve your in store experience ❖  Add QR codes in store to link to website! ❖  Add website ratings ! ❖  Offer unique items only in-store! ❖  Offer unique rewards and coupons to in-store customers like free WIFI! ❖  Train your staff to sell to the showrooming customer (price match, better return rate etc)!
  18. 18. What ways can I improve in- person experience with mobile?
  19. 19. Q2. Digital Destinations
  20. 20. Mobile Optimized Websites
  21. 21. Virgin Airlines (BETA) ❖  Big buttons! ❖  One screen same page! ❖  Clear and simple design! ❖  Intuitive interface !
  22. 22. Discussion: What do I know and need to know about how my mobile customer uses my site? What can I learn from my analytics?
  23. 23. Branded Mobile App
  24. 24. The Case to build Mobile Applications
  25. 25. What are Native Apps? ❖  Designed to run on specific OS’s and firmware! ❖  Make use of mobile features (camera, location, address book)! ❖  Do not need Internet connection to work! ❖  Specific to handset and it’s features! ❖  Distributed on phone’s marketplace! ❖  Preferred for resource intensive applications! ❖  Development & maintenance costs are higher! ❖  Hold an architectural edge in security!
  26. 26. Browser apps / websites ❖  Can be accessed from all web capable mobile devices! ❖  Works across all devices! ❖  Coded in HTML & JavaScript! ❖  Easier / Cheaper to port, maintain and QA! ❖  Useful for subscription based services!
  27. 27. What are hybrid apps ❖  Use development frameworks! ❖  Cross develop web technologies (HTML, JS) with phone features! ❖  Native app with embedded HTML! ❖  Selected portions of the app are written using web technologies! ❖  Web portions can be downloaded from the web! ❖  Reap the benefits of native apps with longevity of web apps! ❖  Facebook app is an example of hybrid app!
  28. 28. Why offer only native apps? Source: GIA native vs. web app industry survey, February – March 2011
  29. 29. Top reasons for only web apps Source: GIA native vs. web app industry survey, February – March 2011
  30. 30. Top reasons for offering both Source: GIA native vs. web app industry survey, February – March 2011
  31. 31. Case Study: LinkedIn
  32. 32. Case Study: Financial Times ❖  Mobile site but experience much richer on mobile app!
  33. 33. Why go for a mobile website? ❖  Avoids pan & zoom! ❖  Loads Faster! ❖  Avoids Flash! ❖  Changes context & information! ❖  Utilizes GPS, Cameras, Accelerometers, Gyroscopes!
  34. 34. Fluidui.com Mock up your mobile app
  35. 35. Discussion pro’s and cons for building a mobile app or a mobile website.
  36. 36. 3. Mobile Friendly Organizations
  37. 37. The Mobile Champion
  38. 38. Discussion What would you want your mobile champion to do?
  39. 39. 4. Mobile + Marketing
  40. 40. Mobile Search Strategy
  41. 41. Get The Full Value of Mobile
  42. 42. Types of Mobile Conversions ❖  Mobile Web / Website! ❖  Mobile Apps! ❖  Phone Call! ❖  Cross Device! ❖  In-Store!
  43. 43. Discussion: How would you change the way your organisation markets to mobile?
  44. 44. Tips for Mobile Ads ❖  Simple Interface! ❖  Overlays! ❖  Touch! ❖  Animation! ❖  Video! ❖  Social! ❖  Location!
  45. 45. Add Mobile to Existing Channels ❖  Email Marketing! ❖  Social Media! ❖  Coupons & Promotions! ❖  Offline Media! !
  46. 46. 5. Remember the Tablet
  47. 47. T-Commerce Strategy
  48. 48. Discussion: How do you use tablet differently than the phone?
  49. 49. Mobile Games Business Models 1.  Freemium! 2.  Affiliate and Referral Marketing! 3.  Banner Ads! 4.  In-App Purchasing (highest earning revenue)!
  50. 50. Advertising on Mobile
  51. 51. Google Mobile Ads - Search (1/3) Click-to-call! Click-to- download Text Ads Click-to-call
  52. 52. Google Mobile Ads - Search (2/3) Seller Ratings Ads with Offers Location Extensions
  53. 53. Google Mobile Ads - Search (3/3) Location Extensions with Multiple Addresses Mobile Ad Sitelinks
  54. 54. Google Mobile Ads - Websites (1/3) Video Ads Interstitial Ads Canvas & Expandable Ads
  55. 55. Google Mobile Ads - Websites (2/3) Tablet Banners Multi-Panel Banners Click to download app
  56. 56. Google Mobile Ads - Websites (3/3) Mobile Roadblock InStream

×