Mobile Marketing 101


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A great resource for marketers/advertisers interested in brand extension via mobile (courtesy of HubSpot, one of my favorite vendors).

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Mobile Marketing 101

  1. 1. How to GetStarted in MobileMarketing #GoMobileJeanne Hopkins, Director of Marketing, HubSpotJamie Turner, Author, Founder of 60 Second Marketer
  2. 2. #GoMobile
  3. 3. Introductions• Director of Marketing at HubSpot• Responsible for Top of the Funnel inbound marketing programs at HubSpot• Named one of the Top 20 Women to Watch in Sales Lead Management• Co-authoring Go Mobile with Jamie Turner
  4. 4. Introductions• Co-author of How to Make Money with Social Media and Go Mobile• Founder of the 60 Second Marketer• Profiled in world’s best- selling advertising and promotions textbook• Speaks around the globe on the topics of social media, mobile media and branding
  5. 5. Agenda• Mobile Media Facts and Figures (10 minutes)• How Brands Connect with Consumers (10 minutes)• Mobile Marketing Tactics (30 minutes• Applause, Encore and Standing Ovation (57 minutes) #GoMobile
  6. 6. Today’s Poll
  8. 8. Mobile Media Facts and Figures• There are 6.8 billion people on the planet. 4.5 billion own a mobile phone. Only 4.2 billion own a toothbrush• The growth rate of the iPhone was 10 times faster than the growth rate of AOL• Gartner Group predicts that by 2013 the number one way people will access the internet will be through their mobile devices#GoMobile
  9. 9. Mobile Media Facts and Figures • Mobile coupons generate 10 times the redemption rate of traditional coupons • 70% of all mobile searches are acted upon within an hour vs. 30% of all traditional searches#GoMobile
  11. 11. 5 Mobile Marketing Myths• Myth #1: Everyone Has an iPhone • Only about 35% of the population owns any kind of smartphone • Android has grabbed 41% share of smartphone users who have purchased a phone in the past 6 months, compared with 27% for Apple and 19% for Blackberry#GoMobile
  12. 12. 5 Mobile Marketing Myths• Myth #2: You Need an App for That... • With the rise of HTML5, the functionality and feel of mobile websites is nearing that of Apps • You will need an App if you want to take advantage of augmented reality and other features • But if you just want to provide consumers with a way to connect with you via mobile, a mobile website is fine#GoMobile
  13. 13. 5 Mobile Marketing Myths• Myth #3: Mobile is the Internet, Just Smaller • People use mobile differently from how they use the internet • They use mobile to find information quickly, compare prices and find local businesses • People on PCs are more likely to surf social networking sites and conduct long-term searches • Search is twice as prevalent on mobile web than on a PC • 1/3 of all searches on mobile are local and 70% of searches lead to action within one hour#GoMobile
  14. 14. 5 Mobile Marketing Myths• Myth #4: Mobile is Only for Big Companies • 75% of al marketers are planning to add mobile to their marketing mix this year • 3 simple ways to ways to get into mobile: • Get involved with location based services such as Foursquare, Gowalla and Facebook Places • Optimize your website for mobile • Make sure your company contact information is up-to-date and claim your business listing on Google#GoMobile
  15. 15. 5 Mobile Marketing Myths• Myth #5: Mobile is Just for Teenagers • The average age of a person who sends text messages is 35 • The number of baby boomers texting and shopping using their mobile phone nearly doubled between 2007 and 2009 • 35- to 44-year-olds are the most likely to have downloaded an App in the last 30 days#GoMobile
  17. 17. Mobile Operating Systems
  18. 18. How People Use SmartphonesSource: The Mobile Movement Study
  19. 19. How Brands Use Mobile Marketing• Mobile Web Sites• Short Message Service (SMS)• Multimedia Message Service (MMS)• Mobile Display Ads• Mobile Paid Search• Location-Based Marketing and Near Field Communications• Apps• 2D Codes• Mobile Email• Tablet Computing
  21. 21. Mobile Websites
  22. 22. SMS AND MMS
  23. 23. Short Message Service• The most common phone- based activity among U.S. cell phone users of all ages• Used by American Idol, the American Red Cross and others• Used by CNN, Mashable and ABC News for push notifications• Used by doctors to remind patients of appointments• Used by airlines to update people on flights#GoMobile
  24. 24. Multimedia Message Service • What can you send via MMS? • Images • Text • Audio • Animations • Video
  26. 26. Mobile Display• Sold on a Cost Per Click (CPC), Cost Per Acquisition (CPA) or Cost Per Thousand (CPM) basis• Popular platforms include iAd (Apple), Millennial Media (Independent), Ad Mob (Google) and others#GoMobile
  27. 27. Mobile Display#GoMobile
  28. 28. Mobile Display#GoMobile
  29. 29. Mobile Display#GoMobile
  30. 30. Mobile Display#GoMobile
  31. 31. Mobile Display#GoMobile
  32. 32. Mobile Display: Targeting Options• Custom audiences -- TV fans, telecom switchers, business travelers, etc.• Location-Based Advertising• Nielsen Top 100 Sites• WiFi context targeting -- cable provider, hotels, airports, etc.• Geographic targeting -- Country, DMA, etc.• Demographic targeting• Time of day targeting• Advertiser retargeting through pixels or clicker tracking• Carrier/handset targeting• Age of device/profile#GoMobile
  34. 34. Activities Conducted on Mobile#GoMobile
  35. 35. Mobile Paid Search• Less competition than with traditional search• Local queries are the norm -- movies, restaurants, bars, coffee shops, etc.• Click-to-call and click- to-map are important• Voice search is now available for all major search engines
  37. 37. Location-Based Advertising• Uses Geo-Fencing to figure out where you are• SMS, display ads and paid search ads can be targeted by location#GoMobile
  38. 38. Location-Based Services#GoMobile
  39. 39. Tips on Using Location-Based Services• First of all, claim your business• Reward first-time visitors• Change deals often• Promote group check- ins. The more in a group, the better the deal• Interact with customers. Make them accomplish a small task (Origami napkin) to redeem• Promote to those checking-in nearby#GoMobile
  40. 40. Near Field Communications
  41. 41. Near Field Communications
  42. 42. MOBILE APPS
  43. 43. Mobile Apps
  44. 44. How Apps Are Used
  45. 45. Augmented Reality Apps
  46. 46. 2D CODES
  47. 47. • 2D codes can be used to deepen relationship with audience• Come in many formats: QR Codes, Datamatrix, EZ Code, Microsoft Tag, SPARQCode and ScanLife• 2D code reader can be downloaded from
  48. 48. 2D Codes
  49. 49. Q: Where Have You Scanned a 2DCode?
  50. 50. 2D Codes• 2D codes can drive people to websites, to phone numbers, to contact information and even to text messages• The first person to scan this code and send me a text message from it wins a copy of “How to Make Money with Social Media.”
  51. 51. Let’s Generate a 2D Code
  52. 52. 2D Codes
  53. 53. 2D Codes
  54. 54. 2D Codes
  55. 55. 2D Codes
  56. 56. 2D Codes
  57. 57. 2D Codes
  58. 58. 2D Codes
  59. 59. 2D Codes
  60. 60. 2D Codes
  61. 61. 2D Codes
  62. 62. 2D Codes
  63. 63. 2D Codes
  64. 64. 2D Codes
  65. 65. 2D Codes
  66. 66. 2D Codes
  68. 68. How to Get Started in Mobile Today• Step #1: Mobilize your website• Step #2: Watch how your competitors are using mobile media• Step #3: Start using mobile media yourself• Step #4: Read everything you can about mobile media (start with• Step #5: Claim your business on location- based applications• Step #6: Run a mobile ad campaign#GoMobile
  69. 69. How to Get Started in Mobile Today• Step #7: Create a 2D or QR code promotion• Step #8: Design an iPhone or a Smart Phone app• Step #9: Encourage interactivity (e.g., CNN and Virgin Air)• Step #10: Integrate• Step #11: Track your results• Step #12: Test your way into success#GoMobile
  70. 70. Thank you!• Jamie Turner, Founder and Chief Content Officer at the 60 Second Marketer• Jeanne Hopkins, Director of Marketing, HubSpot• Jamie and Jeanne are the co-authors of Go Mobile to be published by John Wiley & Sons in 2012