Mobile marketing secrets your competitors won't like

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Mobile marketing secrets your competitors won't like

  1. 1. Sameer KhanDigital marketing lead @RackspaceEntrepreneur, speaker and bloggerMobile Marketing TacticsYour Competitors Won’t like!
  2. 2. RACKSPACE® HOSTING | WWW.RACKSPACE.COMQuick Intro2Twitter :: @sameerkhanBlog :: Keywebmetrics.comBlog :: Rackspace.com/blog/author/skhan/
  3. 3. RACKSPACE® HOSTING | WWW.RACKSPACE.COMAgenda3 Mobile opportunity Mobile website Advertising Mobile Apps SMS Marketing
  4. 4. RACKSPACE® HOSTING | WWW.RACKSPACE.COMMobile Will Surpass Desktops by 2013Source: Emarketer.com.
  5. 5. RACKSPACE® HOSTING | WWW.RACKSPACE.COMSmart Phone Usage in the US78%Adoption47%7 day usage75%Carry it allthe timeSource: Google, Inc and Emarketer.com.
  6. 6. RACKSPACE® HOSTING | WWW.RACKSPACE.COMSmartphone Usage LocationsSource: Google, Inc.
  7. 7. RACKSPACE® HOSTING | WWW.RACKSPACE.COMSmartphone Internet UsageSource: Google, Inc.
  8. 8. RACKSPACE® HOSTING | WWW.RACKSPACE.COMWhat are Users Looking for?Source: Google, Inc.
  9. 9. RACKSPACE® HOSTING | WWW.RACKSPACE.COMMobile Purchase FunnelAwarenessEngagementConsiderationAcquisitionRetentionMobile displayads, SEO, PPC,Qcode, SocialMobile website,apps, chatCoupon, Free offer,Click to call, Geotargeted appsMcommerce, LeadformsApps, Social MediaFollowup
  10. 10. RACKSPACE® HOSTING | WWW.RACKSPACE.COMMobile Site
  11. 11. RACKSPACE® HOSTING | WWW.RACKSPACE.COMThe Need for Business Mobile Site37%Visited businesswebsite17%Made a purchasefrom businessonline23%Got contactinformation andstore locations28%Recommendedthe business toothersSource: Google, Inc.
  12. 12. RACKSPACE® HOSTING | WWW.RACKSPACE.COMBuilding Mobile Site : Research• Leadership insight• Audit (Content + Tech)• Google Analytics Analysis of yourMobile traffic (opportunity analysis) Mobile traffic % Traffic by Device Mobile conversion % Mobile OS Traffic Bounce rate
  13. 13. RACKSPACE® HOSTING | WWW.RACKSPACE.COMPersona, Audience and Messaging13Who?Why?How?Whatplatform?
  14. 14. RACKSPACE® HOSTING | WWW.RACKSPACE.COMMobile Exclusive Vs Responsive DesignResponsiveFull mobile•Full design/UX control•Easy tomanage•Loads Faster•Good forsmaller sites•Limitedflexibility•Load timeissues in mostcases•Cross platformfunctionality•Good for largerwebsites
  15. 15. RACKSPACE® HOSTING | WWW.RACKSPACE.COMOther Design Consideration Hosting provider(cloud vs dedicated vsvendor hosting) Universal vsSmarphone vs TabletUI CMS platform
  16. 16. RACKSPACE® HOSTING | WWW.RACKSPACE.COMBuilding Mobile Site using Templates•Theme Forestmobile themes•Dudamobile•Mofuse•Google GOMOtemplates•Joosee
  17. 17. RACKSPACE® HOSTING | WWW.RACKSPACE.COMOutsourcing Mobile Site• 99designs• Odesk• Fiverr• Elance• Sweb Apps (SanAntonio Based• Ninja Marketing (Mycompany)
  18. 18. RACKSPACE® HOSTING | WWW.RACKSPACE.COMSEO for Mobile Site 301 Redirects Robot.txt (allow all) Mobile sitemap Keyword Page Title Interlinking Google Places Bing Local Pages
  19. 19. RACKSPACE® HOSTING | WWW.RACKSPACE.COMMobile AdvertisingSource: Google, Inc.
  20. 20. RACKSPACE® HOSTING | WWW.RACKSPACE.COMMobile Advertising: TargetingLocation Carrier Device Publisher Keywords
  21. 21. RACKSPACE® HOSTING | WWW.RACKSPACE.COMMobile Advertising: Ad BuysMobile DisplayAds
  22. 22. RACKSPACE® HOSTING | WWW.RACKSPACE.COMGoogle Search Ad ExtensionsClick to Call Mobile App ExtensionMobile Site-Links Location Extension
  23. 23. RACKSPACE® HOSTING | WWW.RACKSPACE.COMMobile Advertising: Best Practices• 300x50• Animated Banners• No Flash• CPC model works best• 30-40% are unintentional clicks• Test a lot  Prosper202.com,Hasoffers.com, MobaffTracker.com• Use Ad server  Mediamind.com• Bid on position #1 and #2 for GooglePPC
  24. 24. RACKSPACE® HOSTING | WWW.RACKSPACE.COMMobile Advertising: KPIS• Clicks to call• Clicks to maps or location extension• App downloads• Orders placed• Downloads completed• Conversions• Videos viewed• Contact form submits
  25. 25. RACKSPACE® HOSTING | WWW.RACKSPACE.COMMobile Apps StatisticsDownloads 250Bn+ 10Bn+ 217M+App StoreApps585K 450K 82K
  26. 26. RACKSPACE® HOSTING | WWW.RACKSPACE.COMMobile Apps Usage
  27. 27. RACKSPACE® HOSTING | WWW.RACKSPACE.COMMobile Apps Revenue Structure• Membership / Subscription• Fee based• In app purchase• Trial• Ads
  28. 28. RACKSPACE® HOSTING | WWW.RACKSPACE.COMMobile Apps Categories (Top)
  29. 29. RACKSPACE® HOSTING | WWW.RACKSPACE.COMBuild Your First App: Launch PlanResearchApp StoreIdentify AppCategoryProfitStructurePlatformLow Cost High CostBetaLaunchBusiness/Games/Ecomm.In apppurchase/SubscriptioniOS / Andriod /WindowsFriends, Family,Freemiums,GeekdomAppMarketingPaid Ads / SEO /Display / ExistingCustomers / SocialMedia / SMS
  30. 30. RACKSPACE® HOSTING | WWW.RACKSPACE.COMResourcesLessCustomizableLess ExpensiveSwebapps.comBuildanapp.comAppbreeder.comMoreCustomizableMore ExpensiveElance.comOdesk.com99Designs.com
  31. 31. RACKSPACE® HOSTING | WWW.RACKSPACE.COMSMS Marketing: Why?• Cell phone is a lifeline• Traditional media channels are dying• Internet is few clicks away• Cost effective• Text messages popup!
  32. 32. RACKSPACE® HOSTING | WWW.RACKSPACE.COMSMS Marketing: What?• Promos / Deals• Local Marketing• Events• News / AlertsNote - Please consult appropriate local laws before sending out messages.User consent is important.
  33. 33. RACKSPACE® HOSTING | WWW.RACKSPACE.COMSMS Marketing: Best Practices• Once a week to 10 days• Short and easy• Allow users to opt in• Use short codes• Auto responders• Contests• DO NOT SPAM!
  34. 34. RACKSPACE® HOSTING | WWW.RACKSPACE.COMSMS Marketing: Top Providers
  35. 35. RACKSPACE® HOSTING | WWW.RACKSPACE.COMSMS Marketing: Flow ChartFind aProviderStrategy Messaging AnalysisShort code / Leadform / ContestOne time / AutoresponderROI / CTR /Leadsmob / Timing
  36. 36. RACKSPACE® HOSTING | WWW.RACKSPACE.COMQuestions?36
  37. 37. RACKSPACE® HOSTING | WWW.RACKSPACE.COMUpcoming Geekdom Events37 Seven steps to Social Marketing success forStartups – May 29th 7pm. (Today!!)

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