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Integrating Mobile In The Marketing Mix


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Integrating Mobile In The Marketing Mix

  1. 1. Integrating Mobile in the Marketing Mix Cindy Krum Sr. SEO Analyst at Blue Moon Works
  2. 2. The Mobile Opportunity <ul><li>How will Mobile Communication Impact Your Bottom Line? </li></ul><ul><li>Depends Largely On: </li></ul><ul><ul><li>Integrating Mobile Effectively into the Marketing Mix </li></ul></ul><ul><ul><li>Leveraging the Correct Mobile Channel </li></ul></ul><ul><ul><li>Creating A Compelling Mobile Marketing Message </li></ul></ul>
  3. 3. Current Use of Mobile
  4. 4. Mobile Marketing Projections
  5. 5. Entertainment Mobile Marketing Channels
  6. 6. Mobile Pros & Cons <ul><li>Pros: </li></ul><ul><ul><li>Very Personal Interaction Between Mobile User & Your Brand </li></ul></ul><ul><ul><li>Opportunity to Get into a Growing Market First </li></ul></ul><ul><li>Cons: </li></ul><ul><ul><li>Different Rules, Regulations & Processes </li></ul></ul><ul><ul><li>Lack of Standardization </li></ul></ul><ul><ul><li>Limited Reach </li></ul></ul>
  7. 7. Mobile’s Unique Attributes <ul><li>What Marketing Initiatives Work Best on Mobile? </li></ul><ul><ul><li>Business Promotions </li></ul></ul><ul><ul><li>Creating Buzz </li></ul></ul><ul><ul><li>Brand Awareness & Reinforcement </li></ul></ul><ul><ul><li>Introducing New Brands </li></ul></ul><ul><ul><li>Expand Your Customer Base </li></ul></ul><ul><li>What Marketing Messages Work Best on Mobile? </li></ul><ul><ul><li>Website Links </li></ul></ul><ul><ul><li>Coupons </li></ul></ul><ul><ul><li>Sale Notifications </li></ul></ul><ul><ul><li>Forward to a Friend </li></ul></ul><ul><ul><li>Alerts </li></ul></ul>
  8. 9. Evaluate Your Target Market <ul><li>What is Your Demographic? </li></ul><ul><li>How is Your Demographic Using Mobile? </li></ul><ul><li>How are Your Clients are Using Mobile Technology? </li></ul><ul><li>What are Your Clients’ Mobile Habits? </li></ul>
  9. 11. Planning a Mobile Campaign <ul><li>Which Mobile Initiative Best Suits Your Marketing Goals & Target Market? </li></ul><ul><li>What Will Your Mobile Marketing Message Be? </li></ul><ul><li>How will You Integrate Your Mobile Marketing Campaign Into The Rest Of Your Marketing Efforts? </li></ul>
  10. 12. Mobile Channels & Messages <ul><li>Mobile Web </li></ul><ul><li>Text & Picture Messaging </li></ul><ul><li>Mobile PPC & Banner Ads </li></ul>
  11. 13. Mobile Website Web Search Outdoor Advertising Traditional Website Radio Print Mobile Banners & PPC Mobile Website in the Mix Email Text & Picture Messaging Point of Purchase TV
  12. 14. Mobile Web: Channel <ul><li>Evaluate Mobile Web Options </li></ul><ul><ul><li>Optimize Existing Site for Mobile With HTML Changes & CSS </li></ul></ul><ul><ul><li>Use User Agent Sniffing to Dynamically Serve Mobile Content You Create </li></ul></ul><ul><ul><li>Use User Agent Sniffing and Transcoding Software to Dynamically Serve Content that is Transcoded for Mobile </li></ul></ul><ul><ul><li>Create an Entirely New Mobile Site </li></ul></ul><ul><li>Optimize Your Existing Site For Use On Mobile Devices: </li></ul><ul><ul><li>Make Minor Changes to Your Existing Site to Ensure that it will Work on a Mobile Device </li></ul></ul><ul><ul><li>Websites Translate Best on Mobile if They are Primarily Built in HTML or XHTML </li></ul></ul><ul><ul><li>Separate Content from Design with CSS </li></ul></ul><ul><ul><li>Minimize Load Time- Avoid: </li></ul></ul><ul><ul><ul><li>Flash </li></ul></ul></ul><ul><ul><ul><li>Action Script </li></ul></ul></ul><ul><ul><ul><li>Large Images </li></ul></ul></ul><ul><li>Test Your Site on a Variety of Different Mobile Devices </li></ul><ul><li>Tip: </li></ul><ul><li>*** Integrate your mobile marketing with your mass media and outdoors marketing by placing banners and ads that reference your mobile friendly site in places where people might have idle time with their phone, like at bus stops, in subway stations and on billboards. *** </li></ul>
  13. 15. <ul><li>Average mobile web session lasts almost 10 minutes. </li></ul><ul><li>The work day (8am-5pm) has the lo9 mobile web traffic. </li></ul><ul><li>Friday gets more mobile web traffic than any other day of the week. </li></ul><ul><li>Google SMS </li></ul><ul><li>Goog411 </li></ul>
  14. 16. Mobile Web: Messaging <ul><li>Maintain Marketing Messages & Branding Standards </li></ul><ul><li>Have Clear Navigation </li></ul><ul><li>Use Clear Calls to Action on Your Site </li></ul><ul><ul><li>Bookmark this Page Links </li></ul></ul><ul><ul><li>Forward to a Friend Links </li></ul></ul><ul><ul><li>Clickable Phone Numbers </li></ul></ul><ul><li>Don’t Forget Mobile E-mail </li></ul><ul><ul><li>Include a Link to an Online Version of the E-mail </li></ul></ul><ul><ul><li>Test Your E-Mail Messages on Mobile Devices </li></ul></ul><ul><ul><li>Use Compelling Subject Lines </li></ul></ul><ul><ul><li>Use Best Practices to Avoid User’s SPAM Folders </li></ul></ul><ul><ul><li>Include Your Brand Name in Your 'Subject' line </li></ul></ul><ul><ul><li>Send a Compelling Text Alternative to HTML E-mails </li></ul></ul><ul><li>Tip: </li></ul><ul><li>***Integrate your e-mail campaign with your website by mentioning any promotion you are sending in e-mails on your home page, and include a link to the online version e-mail.*** </li></ul>
  15. 18. Mobile Website Outdoor Advertising Traditional Website Radio Print Text & Picture Messaging in the Mix Email Text & Picture Messaging Point of Purchase TV
  16. 19. Text & Picture Messaging: Channel <ul><li>Text Messaging is 2-Way Marketing </li></ul><ul><li>Up to 160 Characters of Text </li></ul><ul><li>Use Clickable Text </li></ul><ul><ul><li>Phone numbers with out extensions </li></ul></ul><ul><ul><li>Web addresses with ‘www’ or ‘http://’ </li></ul></ul><ul><li>Collect Mobile Phone Numbers & E-mail Addresses via Text </li></ul><ul><li>Use Traditional Website to Let Users Opt in for Text & Picture Messages </li></ul><ul><li>Send a Text Acknowledgement to Participants </li></ul><ul><ul><li>Refer Users to a Website for Full Terms & Conditions. </li></ul></ul><ul><ul><li>Allow Users to Opt out of Text Messages: </li></ul></ul><ul><li>Mobile Carriers Charge for Text Messages </li></ul>Thanks! Your Coupon Code is: 7891011 For Terms & Conditions visit . Text message 'STOP' to 123456 to stop receiving our texts.
  17. 20. Text & Picture Messaging: Message <ul><li>When You Send the First Text </li></ul><ul><ul><li>Be Clear & Precise </li></ul></ul><ul><ul><li>Give Relevant/Time Sensitive Information </li></ul></ul><ul><ul><li>Let Users Opt in to Your Marketing Messages </li></ul></ul><ul><ul><li>Encourage Users to Text their E-mail Address to Opt In for E-mails </li></ul></ul><ul><ul><li>Sending Location Based Messages via Bluetooth, IR or GPS location </li></ul></ul><ul><ul><li>Our customer database lists this as your mobile phone number. Reply with 'OK' to receive coupons & other marketing messages at this number. </li></ul></ul>
  18. 22. Text & Picture Messaging: Message <ul><li>When Users Send the First Text </li></ul><ul><ul><li>Frequently Location Based & Can Have a Very Short Life Cycle </li></ul></ul><ul><ul><li>Have Users Send a One Word Text Message to a Short Code </li></ul></ul><ul><ul><li>You Send Back Any of the Following: </li></ul></ul><ul><ul><ul><li>Coupon Code </li></ul></ul></ul><ul><ul><ul><li>Link to Your Site </li></ul></ul></ul><ul><ul><ul><li>Link to a Map </li></ul></ul></ul><ul><ul><li>Send Follow Up Text Messages that are not Location Sensitive </li></ul></ul>
  19. 23. Text & Picture Messaging: Channel <ul><li>Less Widely Used but More Versatile than Text Messaging </li></ul><ul><ul><li>Pictures </li></ul></ul><ul><ul><li>Animations </li></ul></ul><ul><ul><li>Graphics </li></ul></ul><ul><ul><li>Text </li></ul></ul><ul><ul><li>Sound </li></ul></ul><ul><li>Traditionally Sent from one Mobile Phone to Another </li></ul><ul><li>Can Also be Received on Traditional Computers </li></ul><ul><li>May Cause Users to Incur Charges from the Carrier </li></ul>
  20. 24. Text & Picture Messaging: Message <ul><li>Much the Same as Text Messaging </li></ul><ul><li>Include Links to the Website & Clickable Phone Numbers </li></ul><ul><li>Ideas for Great Picture Messages: </li></ul><ul><ul><li>Birthday Greeting </li></ul></ul><ul><ul><li>Thank You Messages </li></ul></ul><ul><ul><li>New Product Notification </li></ul></ul><ul><ul><li>Promotions </li></ul></ul><ul><ul><li>Reminders </li></ul></ul>
  21. 25. Mobile Website Web Search Outdoor Advertising Traditional Website Radio Print Mobile Banners & PPC Mobile PPC & Banners in the Mix Email Text & Picture Messaging Point of Purchase TV
  22. 26. Mobile Pay-Per-Click & Banners: Channel <ul><li>Bid on Keywords Related to Your Product Offering </li></ul><ul><li>Your Ad is Displayed When Users Search for Terms You Bid On </li></ul><ul><li>Write an Ad & Link it to Your Site </li></ul><ul><li>You Only Pay When Someone Clicks on Your Ad </li></ul><ul><li>Mobile PPC is New </li></ul><ul><ul><li>Prices on Important Keywords Are Still Very Reasonable. </li></ul></ul><ul><ul><li>Search engines & Third party providers are still testing different means of displaying these ads </li></ul></ul><ul><li>Optimize your Pay-per-Click Campaign: </li></ul><ul><ul><li>Test & Re-Test the Text of the Advertisement </li></ul></ul><ul><ul><li>Review the Keywords You are Bidding On </li></ul></ul><ul><ul><li>Optimize the Price You are Willing to Pay for Specific Keywords </li></ul></ul>
  23. 27. Mobile Pay-Per-Click & Banners: Message <ul><li>Use Clear Calls to Action </li></ul><ul><li>Spell & Punctuate Correctly </li></ul><ul><li>Avoid Using Symbols (!@#$%^&*) </li></ul><ul><li>Avoid Superlatives (Best, Only, Cheapest etc.) </li></ul><ul><li>Update Your Ad Frequently </li></ul><ul><ul><li>When You Run a Special Promotion </li></ul></ul><ul><ul><li>As Part of a Larger Marketing Campaign </li></ul></ul><ul><ul><li>When Seasons or Products Change </li></ul></ul>
  24. 28. Mobile Pay-Per-Click & Banners: Channel <ul><li>Small Graphical Advertisements that Link to Your Site </li></ul><ul><li>Shown on Other Sites as a Means of Generating Revenue </li></ul><ul><li>Typically Purchased from on a ‘Cost Per Million' (CPM) Basis </li></ul><ul><li>‘ Impressions’ are the Number of Times Your Ad is Shown </li></ul><ul><li>You Can Select Different Filters </li></ul><ul><ul><li>Age </li></ul></ul><ul><ul><li>Gender </li></ul></ul><ul><ul><li>Location </li></ul></ul><ul><ul><li>Etc. </li></ul></ul><ul><li>You Pay Whether Your Ad is Clicked or Not </li></ul><ul><li>Traditional Banner Ads May Not Display Correctly on Mobile Phones & Vice Versa </li></ul>
  25. 30. Mobile Pay-Per-Click & Banners: Message <ul><li>Good Way to Generate Brand Recognition </li></ul><ul><li>Position Your Brand as a Forward Thinker </li></ul><ul><li>Let People Know Your Site is Accessible on Mobile </li></ul><ul><li>Tip: </li></ul><ul><li>***Since you are paying by the impression it is important that banners do a good job of re-enforcing your brand without users having to click through to your site. Banners should always have the most updated marketing message that is being used in your other marketing channels.*** </li></ul>
  26. 31. Evaluating Mobile Success: <ul><li>Integrating Your Mobile Marketing Message is Crucial </li></ul><ul><li>Mobile Marketing Efforts Can Affect Other Aspects Of Your Marketing Campaign </li></ul><ul><ul><li>Pay Attention Indirect Benefits to Your Sales Volume Both Online & in Stores. </li></ul></ul><ul><ul><li>Use a Variety of Methods of Tracking & Compare Results </li></ul></ul><ul><ul><li>Test Different Analytics Programs to See What Works for You </li></ul></ul><ul><ul><li>Use a Combination of Tracking & Analytics to Evaluate Success </li></ul></ul><ul><li>Let Campaigns Run Long Enough to Get a Good Read </li></ul><ul><ul><li>Need to be Statistically Relevant </li></ul></ul><ul><ul><li>Mobile is New </li></ul></ul><ul><ul><li>Buzz Takes Time </li></ul></ul>
  27. 32. Thanks!