Jon Mikel-Bailey presented "Demystifying Mobile - Marketing on Mobile is Still Marketing" at Expo 2012. The annual Business Expo is the Frederick County Chamber of Commerce's largest event of the year and is the largest trade show in Frederick County, Maryland.

1. Demystifying Mobile
Marketing on Mobile is…
Still Marketing!
www.woodstreet.com #fredexpo @jonmikelbailey

2. We’ll talk about…
1. Some Predictions about Mobile
2. ZMOT and the Mobile User
3. How to Think About Mobile Marketing
4. Your Plan of Attack!
www.woodstreet.com #fredexpo @jonmikelbailey

3. Predictions about Mobile
1. 1 billion consumers will own smartphones by 2016
2. U.S. users will own 257 million smartphones and 126 million tablets
3. Mobile spending will reach $1.3 trillion by 2016
4. Businesses expected to double spending on mobile by 2015.
- Source: http://gigaom.com/2012/02/13/preparing-for-a-mobile-first-world
www.woodstreet.com #fredexpo @jonmikelbailey

4. Tweet THIS!
GigaOm says businesses expected to double spending on
mobile by 2015. #fredexpo
www.woodstreet.com #fredexpo @jonmikelbailey

5. ZMOT
- Source: http://www.zeromomentoftruth.com/
www.woodstreet.com #fredexpo @jonmikelbailey

6. ZMOT and the Mobile User
Simon Salt asks this…
“Experience is the emotional connection you make with the user. Do you
generate feelings of frustration, anxiety, calm, entertainment, education,
information?”
- Shorty Guide To Mobile Marketing, Simon Salt
www.woodstreet.com #fredexpo @jonmikelbailey

7. Tweet THIS!
ZMOT occurs on mobile all the time. Is your business there at
THIS moment of truth? #fredexpo
www.woodstreet.com #fredexpo @jonmikelbailey

8. How to Think about Mobile Marketing
Thinking about your buyer personas, ask yourself these questions…
1. How will direct marketing send them to mobile?
2. How else might they get there? Online Ads? Searches?
3. What information would be useful to them and drive conversion?
4. What information would frustrate them???
www.woodstreet.com #fredexpo @jonmikelbailey

9. How to Think about Mobile Marketing
What about your priorities for mobile…
- Source - http://blog.kissmetrics.com/increase-conversions-using-roles
www.woodstreet.com #fredexpo @jonmikelbailey

10. How to Think about Mobile Marketing
Now you have your priorities, what tools do you need?
1. Your website and/or Blog
2. Content
3. Social media channels
4. Mobile devices
5. A flexible/agile plan of attack
www.woodstreet.com #fredexpo @jonmikelbailey

11. Tweet THIS!
The intersection of a mobile user’s needs with your business
goals is what determines your mobile marketing priorities.
#fredexpo
www.woodstreet.com #fredexpo @jonmikelbailey

12. Your Plan of Attack!
Time to jump in, where to begin?
Your website…
Heart rate up? check…
What happens when a mobile user lands on…
YOUR WEBSITE???
www.woodstreet.com #fredexpo @jonmikelbailey

13. Your Plan of Attack!
Is this your site?
www.woodstreet.com #fredexpo @jonmikelbailey

14. Your Plan of Attack!
Is your site practical?
• 44x buttons?
• Just the facts?
• Obvious direction?
• Obvious call to
action?
www.woodstreet.com #fredexpo @jonmikelbailey

15. Your Plan of Attack!
The elements of a good mobile page…
• Appears automatically on a mobile device
• Thumb-proof navigation
• Limited choices designed for mobile user
• Fast loading
www.woodstreet.com #fredexpo @jonmikelbailey

16. Your Plan of Attack!
Geoff and Gini put it this way…
“Mobile is a medium that lends itself to brevity. Simpler, shorter messaging
and graphic design are often less consuming from a creative production
standpoint.”
- Marketing in the Round, Geoff Livingston and Gini Dietrich
www.woodstreet.com #fredexpo @jonmikelbailey

17. Tweet THIS!
Your mobile site needs to be laser focused on the user
experience. #fredexpo
www.woodstreet.com #fredexpo @jonmikelbailey

18. Your Plan of Attack!
Responsive Design
Instead of creating a mobile
website, create a website
that adjusts itself for
mobile and other
devices.
www.woodstreet.com #fredexpo @jonmikelbailey

19. Your Plan of Attack!
What about Utility Marketing?
Putting content and information in
your marketing material that your
target audience can utilize.
www.woodstreet.com #fredexpo @jonmikelbailey

20. Your Plan of Attack!
Utility Marketing Content…
This is the stuff that your target audience needs.
Put this content up front, using responsive design…
• blog posts
• video or audio
• Or simple things like phone number, directions, etc.
www.woodstreet.com #fredexpo @jonmikelbailey

21. Tweet THIS!
When someone has a question or a need, they reach for their
smartphone or tablet. Are you there? #fredexpo
www.woodstreet.com #fredexpo @jonmikelbailey

22. Your Plan of Attack!
Tools or tools.
Don’t use a tool simply
because its shiny and new.
Use it because it fits,
helps you achieve your
goals, and is useful for
your audience.
www.woodstreet.com #fredexpo @jonmikelbailey

23. Your Plan of Attack!
Strategies instead of tools…
1. Use a QR code to enhance not as your mobile marketing campaign.
2. Use mobile landing pages specific to a campaign
3. Remember that you have an audience with audiences (credit: Brian
Solis). Think about content that will be shared.
4. Encourage interaction with the tools available.
www.woodstreet.com #fredexpo @jonmikelbailey

24. Tweet THIS!
Mobile is not an island! It is a powerful piece of your
overall marketing strategy. #fredexpo
www.woodstreet.com #fredexpo @jonmikelbailey

25. Your Plan of Attack!
Rinse and repeat…
1. See what works. Check your analytics. Check your audience reactions.
2. Test different approaches, A/B test if possible.
3. Repeat the tactics that achieve the best results!
www.woodstreet.com #fredexpo @jonmikelbailey

26. QUESTIONS???
Suggested Resources: Contact Me:
www.woodstreet.com www.woodstreet.com
http://gigaom.com/ jbailey@woodst.com
www.zeromomentoftruth.com @woodstreetweb
www.mediapost.com @jonmikelbailey
www.contentrules.com Facebook.com/woodstreetweb
www.marketingpilgrim.com 301.668.5006
www.clickz.com
Google “mobile marketing”!
www.woodstreet.com #fredexpo @jonmikelbailey