What About Mobile Marketing?


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Learn about the 3 biggest mobile marketing opportunities, 3 biggest mistakes, and the right way to start a mobile marketing campaign. Topics covered include; text message (SMS) marketing, mobile websites, QR codes, mobile apps, and geo-social apps.

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What About Mobile Marketing?

  1. 1. Holy @#&%! What about Mobile Marketing?!? #WhatAboutMobile
  2. 2. With Your Hosts… Justin Mastrangelo Founder JA Interactive & JA.TXT Jon-Mikel Bailey Founder Wood Street, Inc @JustinPGH @jonmikelbailey
  3. 3. <ul><li>3 Mobile Marketing Opportunities </li></ul><ul><li>3 Biggest Mobile Marketing Mistakes </li></ul><ul><li>Wrong Way, Right Way </li></ul>The Next 45 Minutes…
  4. 4. Opportunities (start here)
  5. 5. Are You Getting Mobile Traffic? (probably, but let‘s check...)
  6. 6. Check Your Stats... <ul><li>Where to look… </li></ul><ul><li>Install Google Analytics </li></ul><ul><li>In Audience, check either: </li></ul><ul><ul><li>Browser & OS, or </li></ul></ul><ul><ul><li>Mobile Stats </li></ul></ul>Page 
  7. 7. Check Your Stats... <ul><li>What are the overall numbers? </li></ul>Page 
  8. 8. Check Your Stats... <ul><li>What are the browser numbers? </li></ul>Page 
  9. 9. Tweet This! <ul><li>Mobile traffic varies by industry. Check web stats to see where mobile users are going. #WhatAboutMobile </li></ul>
  10. 10. Remember Traditional Media? (it hasn‘t gone anywhere)
  11. 11. Mobile Call-to-Action <ul><li>SMS </li></ul><ul><li>QR Code </li></ul><ul><li>Download App </li></ul><ul><li>It’s easier! </li></ul>
  12. 12. On TV: Chicago’s Shedd Aquarium <ul><li>Offered a VIP package as a prize </li></ul><ul><li>Tested “Go to our website to enter” vs “Text in now to enter” on 4 different TV networks </li></ul><ul><li>3 networks used website </li></ul><ul><li>1 network used text messaging </li></ul>
  13. 13. On TV: Chicago’s Shedd Aquarium
  14. 14. What’s the Goal? <ul><li>Easy and interesting call-to-action </li></ul><ul><li>Measures the media </li></ul><ul><li>Can build a database from media </li></ul><ul><li>Cost-effective </li></ul>
  15. 15. Tweet This! <ul><li>Adding SMS to traditional media can get you in front of over 90% of mobile users. #WhatAboutMobile </li></ul>
  16. 16. Location and Events Wait a minute, everyone is on their phone…
  17. 17. Get them Involved at Events <ul><li>Audience members could text in a question during the presentation </li></ul><ul><li>They were also entered to win an iPod shuffle </li></ul><ul><li>Over 40% of the audience texted in </li></ul>
  18. 18. While They’re at Your Location
  19. 19. While They’re at Your Location <ul><li>Take advantage of your audience while they’re they closest to your product </li></ul><ul><li>Have them scan a QR code or text in for exclusive content, promotions, or a chance to win something </li></ul><ul><li>Use day-to-day traffic to build a mobile marketing loyalty program </li></ul>
  20. 20. Get them Involved <ul><li>SMS & QR </li></ul><ul><li>Enter to win </li></ul><ul><li>Vote </li></ul><ul><li>Video </li></ul><ul><li>Check-ins? </li></ul><ul><li>No more clipboards! </li></ul>
  21. 21. Tweet This! <ul><li>Use SMS and QR to replace pens and paper at your events. #WhatAboutMobile </li></ul>
  22. 22. Mistakes (they’re everywhere right now)
  23. 23. “ I hear that QR Codes will save my life” No, but if used properly, they can enhance your mobile marketing efforts…
  24. 24. <ul><li>On the side of a bus… </li></ul>Page  When QR Codes don‘t work...
  25. 25. <ul><li>On a large billboard… </li></ul>Page  When QR Codes don‘t work... Any place where scanning is difficult…
  26. 26. <ul><li>Where scanning is easy and the user wants more info… </li></ul>Page  A better approach would be... And don’t just rely on QR, try SMS too…
  27. 27. Tweet This! <ul><li>Slapping a QR code on something is not a mobile marketing strategy. #WhatAboutMobile </li></ul>
  28. 28. “ I know, I’ll send ‘em to my homepage” This is your chance to either be annoying or to be the HERO , you choose…
  29. 29. <ul><li>Remember, these need to be super focused and user friendly. Um… </li></ul>Page  So, where are you sending them...
  30. 30. <ul><li>Create versions that work well for small screens and </li></ul><ul><li>touch navigation… </li></ul>Page  A better version...
  31. 31. <ul><li>Even better, create landing pages specific to the campaign you are using to get them there… </li></ul>Page  A better version...
  32. 32. Tweet This! <ul><li>Less is more on mobile. Give your audience what they need and stop there. #WhatAboutMobile </li></ul>
  33. 33. Focusing on the Tools (…and not the strategy)
  34. 34. Focusing on the Tools
  35. 35. A Good Example “ Text LASIK to 12345 for your chance to win free LASIK surgery”
  36. 36. A Good Example <ul><li>Radio campaign used the prize (free LASIK surgery) to qualify the entries </li></ul><ul><li>Text messaging showed the company which stations were getting more entries so they could target those stations more later </li></ul><ul><li>The database built from the campaign was used to text out time-sensitive offers in the future during slow periods of business </li></ul>
  37. 37. <ul><li>Just because a tool exists, does not mean you need to rush out and use it. Think about your goals and your target audience first… </li></ul>Page  Remember this slide?
  38. 38. Tweet This! <ul><li>Marketing on mobile is not about technology, it’s about strategy. #WhatAboutMobile </li></ul>
  39. 39. Wrong Way, Right Way
  40. 40. QR Codes: The Wrong Way <ul><li>Placing QR Codes on your website? Really? </li></ul><ul><li>Placing a QR Code on anything that links to your homepage </li></ul><ul><li>Placing QR Codes where scanning them is difficult </li></ul><ul><li>Assuming everyone knows what it is and what to do with it </li></ul>
  41. 41. QR Codes: The Right Way <ul><li>Use QR where the user will want more information </li></ul><ul><li>Link QR a mobile page with RELEVANT content </li></ul><ul><li>Place QR Codes where they make sense </li></ul><ul><li>Know your audience? Are they tech savvy? </li></ul>
  42. 42. Apps: The Wrong Way <ul><li>Creating an app that clones a site </li></ul><ul><li>Building an iPhone app when your users are multi-platform </li></ul><ul><li>Creating an app that is limited </li></ul><ul><li>Creating an app because you want to say you have an app </li></ul>
  43. 43. Apps: The Right Way <ul><li>Ask if the solution could be offered as a mobile website </li></ul><ul><li>Know your audience. Are they multi-platform users? </li></ul><ul><li>It should serve a purpose, solve a problem </li></ul><ul><li>Don’t build something “cool” </li></ul>
  44. 44. SMS: The Wrong Way <ul><li>SMS call-to-action is placed at the bottom of an ad in small print </li></ul><ul><li>Incentive is “To join our mobile club…” </li></ul><ul><li>Subscribers are never texted again </li></ul><ul><li>… or subscribers are texted only marketing messages </li></ul>
  45. 45. SMS: The Right Way <ul><li>The SMS call-to-action is the focus of the ad </li></ul><ul><li>An exclusive offer and behind-the-scenes video is the incentive </li></ul><ul><li>Subscribers are given a product update and another video in less than two weeks </li></ul>
  46. 46. Geo-Location: The Wrong Way <ul><li>A dentist’s office puts up a “check in here” sign in their lobby </li></ul><ul><li>or </li></ul><ul><li>A restaurant puts up a “check in here” signs on their tables but does not setup an offer </li></ul>
  47. 47. Geo-Location: The Right Way <ul><li>The dentist’s office concentrates on other form of mobile marketing </li></ul><ul><li>or </li></ul><ul><li>A restaurant creates an offer for the “mayor” and those who check-in three times </li></ul>
  48. 48. Tweet This! <ul><li>Only 12% of smartphone owners use geo-location services. #WhatAboutMobile </li></ul><ul><li>http://mashable.com/2011/09/06/location-based-services-unpopular/ </li></ul>
  49. 49. Remember… <ul><li>Calls-to-Action </li></ul><ul><li>SMS </li></ul><ul><li>QR Codes </li></ul><ul><li>Delivering Content </li></ul><ul><li>Mobile Web & Video </li></ul><ul><li>Apps </li></ul>
  50. 50. Ask these Questions <ul><li>What is the goal? </li></ul><ul><li>How will you reach the audience? </li></ul><ul><li>Is it easy for them? </li></ul><ul><li>Is it mobile-friendly from start to finish? </li></ul><ul><li>Is there VALUE for the audience? </li></ul>
  51. 51. ? Placeholder, enter your own text here Questions? Jon-Mikel Bailey 301.668.5006 x8452 www.woodstreet.com @jonmikelbailey @woodstreetweb Justin Mastrangelo 412.334.6835 www.jainteractive.com @JustinPGH @JATXT ? ?