These are the slides from my talk in Charlotte at the Brand Aid Conference.

1. HOW TO GET STARTED WITH
MOBILE MARKETING
@gjhickman
www.MobileMixed.com
By Greg Hickman

2. BEFORE WE GET
STARTED…

3. Text CHAT to 38470 to
enter for a chance to
win.
MESSAGE AND DATA RATES MAY APPLY.

4. IT WILL ALSO BE A
DEMONSTRATION OF HOW
YOU COULD BE USING
SMS IN YOUR
BUSINESSES…

5. 1 WINNER:
FREE 60 MINUTE
STRATEGY SESSION
WINNER WILL BE PICKED RANDOMLY THURSDAY
BY 5PM ET AND NOTIFIED VIA PHONE/EMAIL.

6. Text CHAT to 38470 to
enter for a chance to
win.
MESSAGE AND DATA RATES MAY APPLY.

10. HOW IMPORTANT IS MOBILE?
HOW LONG DID IT TAKE THE FOLLOWING
FORMATS TO GET 50MM USERS?
• RADIO
•
TELEVISION
• INTERNET
• FACEBOOK
• D R A W S O M E T H I N G
APP

11. MOBILE
PC
JAN 2014

12. 25% OF ALL INTERNET
SEARCHES ARE DONE ON A
MOBILE DEVICE

13. 40% OF GLOBAL YOUTUBE
VIEWS COME FROM
MOBILE DEVICES
Source: TechHi ve

14. 40%
OF MOBILE SEARCHES
HAVE LOCAL INTENT
Source: Google Mobile Moments Study

15. 62%
OF ALL EMAIL IS OPENED
FROM MOBILE
Source: Econsultancy

16. 68%
OF ALL CLICKED
“LIKED” BUTTONS ARE
FROM MOBILE
Source: TechHi ve

17. 66% OF CONSUMERS
SUBSCRIBED TO MOBILE
MARKETING INDICATE A
PURCHASE AS A RESULT
OF RECEIVING HIGHLY
RELEVANT MOBILE
MESSAGES
Source: Responys

18. 3X
INCREASE IN INCREMENTAL
IN-STORE SALES
Source: Responys

19. 75% OF USERS ACCESS
TWITTER THROUGH
MOBILE
Source: TechCrunch

20. 70%
OF MOBILE SEARCHES
LEAD TO ACTION WITHIN
ONE HOUR
Source: http://www.surveymonkey.com/mp/audience/

21. 70%
OF CONSUMERS DELETE
EMAILS IMMEDIATELY
THAT DON’T RENDER WELL
ON A MOBILE DEVICE
Source: http://www.bluehornet.com/reveal/report

22. 80%
OF MOBILE USERS USE
THEIR DEVICES WHILE
WATCHING TV.
Source:Exact Target

23. 90%
OF SHARED LINKS TO
BLOGS ON TWITTER CAME
FROM MOBILE
Source: TechHi ve

24. 99%
OF APPS ONLY GET
USED ONCE
Source: Social Media Hat

25. MOBILE TOUCHES EVERY PART OF
YOUR CONSUMERS LIFE.

27. IT’S NONE OF YOUR BUSINESS, HOW,
WHEN, WHERE, AND ON WHAT DEVICE OUR
CUSTOMERS USE TO CONNECT WITH YOU.

28. MOBILE TOUCHES EVERY PART OF
YOUR CUSTOMERS LIFE.
CHALLENGE
How do we become p a r t o f t h e i r d a i l y consumption
habits? Where do we start?

29. K n o w y o u r c u s t o m e r s
e v e r y d a y d i g i t a l h a b i t s .
Be there and provide
the best experience.

31. MOBILE FRIENDLY
VS
MOBILE OPTIMIZED
MOBILE FRIENDLY MOBILE OPTIMIZED

34. WHICH IS
MOBILE-FRIENDLY?

35. RESPONSIVE
DESIGN
www.colorado.com

36. RESPONSIVE
DESIGN
www.traveloregon.com

37. SEPARATE MOBILE SITE
(M-DOT)

39. 74%
OF CONSUMERS WILL WAIT
5 SECONDS FOR A WEB
PAGE TO LOAD ON THEIR
MOBILE DEVICE BEFORE
ABANDONING THE SITE
Source: Gomez

40. 70%
OF CONSUMERS FOUND ALL
TYPES OF PUSH
NOTIFICATIONS, INCLUDING
LOCATION-BASED
MESSAGES TO BE
VALUABLE
Source: Responsys

41. 90%
OF CONSUMERS WHO HAVE
JOINED MOBILE LOYALTY
PROGRAMS FEEL THEY
HAVE GAINED VALUE FROM
THEM
Source: Zoomerang

42. 46%
OF CONSUMERS ARE
UNLIKELY TO RETURN TO A
MOBILE SITE IF IT DIDN’T
WORK PROPERLY DURING
THE LAST VISIT
Source: Social Media Hat

43. 43%
OF CUSTOMERS ARE MORE
LIKELY TO MAKE A
PURCHASE WHEN MOBILE
OFFERS ARE A PART OF AN
ORCHESTRATED CAMPAIGN
OVER TIME
Source: Responsys

44. KEY TAKE AWAYS
• CONSUMER EXPECTATION:
they want a seamless
experience no matter what
device.
• GOOGLE: will screw you if
you don’t play ball

45. OPTIMIZE FOR
LOCAL

46. 53% OF MOBILE
SEARCHES HAVE
LOCAL INTENT.

47. 84% OF SMARTPHONE USERS TAKE ACTION AFTER
LOOKING FOR SOMETHING LOCALLY
57% OF SMARTPHONE USERS LOOK FOR LOCAL
INFO AT LEAST ONCE PER WEEK
25% OF SMARTPHONE USERS LOOK FOR LOCAL
INFO DAILY

48. 65% VISITED THE BUSINESS THEY LOOKED UP
47% LOOKED IT UP ON A MAP AND/OR GOT
DIRECTIONS
24% TOLD OTHERS
29% MADE A PURCHASE IN-STORE

50. GOOGLE TOOLS
• Google My Business
(Google+, Maps, Mobile)
• Bing Places for Business
• Local.Com
SOCIAL/OTHER
DIRECTORIES
• Facebook
(Nearby Places)
• Yelp!
• Foursquare
• Citysearch
NAP CITATIONS:
• Name/Address/Phone #
• Make sure they all match.
(Local Citation Finder)

55. Google+

56. YOU’RE ACROSS
ALL DEVICES ACROSS
THE GOOGLE NETWORK

57. • Name / Address / Phone #
• Make sure they all match
• Make sure it’s text and not
image
• Setup your your business on
Google, Yelp, Foursquare,
Facebook etc.
KEY NOTES

59. 65%
OF ALL EMAIL IS OPENED
FROM MOBILE.

60. 65% OF ALL PODCASTS ARE
LISTNED TO FROM A
SMARTPHONE
Source: Libsyn

65. KEY TAKE AWAYS
• SENDER
• Clear sender display name, e.g Amy Brown
• Avoid news@domain.com
• HEADLINES, SUBHEADS, BULLETS &
NUMBERS
• Snackable consumption
• Scannable
• CLEAR CALL TO ACTIONS
•What do you want the user to do?
• Large targets for tapping
• RESPONSIVE TEMPLATES
• It’s not just for your website

66. 10x vs. Print
Source: eMarketer

67. 90%
OF ALL SMS IS READ
WITHIN 3 MINUTES
Source: Conversational Advertising

68. 95%
OF EMAILS ARE OPENED
ON ONE DEVICE. VERY
FEW GO BACK.
Source: Knotice

69. 98%
OF ALL SMS IS OPENED

70. vs
98% 22%
Source: Techipedia

71. vs
98% 22%
Source: Techipedia

72. SURVEYS COUPONS/OFFERS

73. INFO ALERTS

74. LOYALTY
COUPONS
CONTESTS
REMINDERS

75. CAPTURE
SEGMENT
TARGET
PERSONALIZE

76. CROSS PROMOTE

77. RECAP
1. Mobilize your website
2. Optimize your local presence
3. Make sure your NAP
information is consistent
across the web and
searchable by Search
Engines
4. Use E-Mail and optimize it for
Mobile
5. Use SMS for immediate
communications, drive loyalty,
repeat visits and increase event
show up rates

78. MOBILE USERS WILL DO ANYTHING AND
EVERYTHING DESKTOP USERS WILL DO,
PROVIDED IT’S DELIVERED IN A USABLE
WAY.

79. GET MOBILE STRATEGIES & TIPS
Text MIXED to 38470
Msg & Data Rates May Apply
GREG HICKMAN
SAY HI
greg@mobilemixed.com
VISIT
MobileMixed.com
@gjhickman