The document outlines the importance of mobile marketing, covering reasons to adopt it such as reaching new audiences and improving customer relationships. It provides best practices for mobile websites, email marketing on mobile devices, and distinguishing between native and web apps, while emphasizing the significance of geo-targeting and location-based services. Additionally, it offers insights into B2B mobile marketing, summarizing crucial strategies and a checklist for effective mobile marketing implementation.

1. Mobile Marketing
Adam Troman & Dom Young

2. 1. Why go mobile?
2. Best Practices
3. Email on mobile devices
4. Apps
5. b2b mobile marketing
6. Geotargeting
7. Mobile sites
8. dnx & mobile
9. Summary, rules and checklists
10. Contact us

3. Why go mobile?
• Reaching new audiences: who may never visit website on a PC
or spend hours in front of a TV
• Deepening relationships: by finding new ways to reach
customers and new ways to inform or entertain them
• Delivering new services: including things you can only do (or
would only want to do) on a mobile
• Demonstrating your brand values: mobile campaigns say
you’re innovative and customer-oriented
• Tying in with wider campaigns: completing your integrated
campaigns
• Selling stuff: as mobile transactions skyrocket, there’s plenty of
potential to make the sale right from the handset

4. Some stats for the geeks
iPhone traffic accounts
The UK mobile ad market is for almost 4.5% of all
set to grow by 840% over UK website traffic – not
the next five years (from just mobile traffic
£27.47 million to £258.27 Source: Tecmark Mobile
Internet research paper
million)
Source: mobileSQUARED
55% of UK smartphone
owners use the mobile web
every day, while 49% said Ebay makes one sale
In 2015, $119 billion worth they use it multiple times a per second via mobile
of goods and services will be day Source: Ebay
purchased via mobile Source: Google and the Mobile
phones. Marketing Association.
Source: ABI Research

5. Even more stats for the super geeks…
8% of online
shoppers making
a purchase from
their phones
during
Christmas(2010),
Source: Microsoft Tag up from just 2%
of 2009.
Source: Microsoft Tag Source: E-Consultancy
70% of executives under 40 consider mobile
their primary communication tool.
Source: www.wsib2bmarketing.com
Source: Microsoft Tag

6. Best Practice

7. Best Practices for mobile marketing
• Mobile websites
• Ensure your site is responsive
• Provide content people need while on the move
• Prioritise key offerings
BPs for the perfectionists
• Think small – less text, simplify forms
• Social
• Over 30% of Facebook’s users use FB Mobile and 50% of Twitter’s users use Twitter Mobile
• Always make sure content can be shared easily and involve customers in conversations
• Integrated effort
• Mobile should of course be integrated and not stand alone
• View mobile as another way to reach your customers but one that should tie-in with other efforts
(DM, edm, Outdoor etc.)
• Think local
• Make use of the features mobile present: GPS, Camera, Location services, etc.

8. Email on mobile devices

9. Email – now showing on a small screen near you
• A massive consideration is emails being read on mobile devices.
• As mobile usage goes up, it is natural that more people check their
emails on the go – but from a marketing perspective this raises a few
issues:
• Are you linking through to a site? If so it will need to be mobile
optimised
• Are people even less likely to open a email if it is not from a
colleague/friend on a mobile device? (people are usually reading
the most important emails, saving the others for when they are
on a desktop/laptop)
• Have you considered how your email will look on a mobile
device?

10. Email – now showing on a small screen near you
• A recent study (Unica) found that 52% of mobile phone users
access the same email account across multiple devices (PCs,
laptops, mobile phones etc.) with the other 48% using a distinct
account for mobile-email only
• Make sure you properly execute for mobile
• Use single-column layouts
• Consider font size, easily-clickable links and keep it simple
• Short subject lines
• Limit images
• Clear message on action to take

11. Apps

12. Native apps vs. Web apps
• Why get a native app when web ‘apps’ are becoming so good?
• Why invest in Apple’s approval process and store (and soon
Google’s and others) when you can build an HTML 5 mobile
friendly experience?
• As good as web ‘apps’ may be, they are still a far cry from their
native app cousins
• What’s the difference I hear you non-digital people ask...

13. Native apps vs. Web apps
The Issues Native Apps Web Apps
Internet access Not required Required, except for rare apps with
offline capability
Installation/updates Must be deployed or downloaded Hit refresh
User interface Native apps are responsive and functional Browsers can be clunky
Device compatibility Platform-dependent, hardware-dependent Platform-agnostic
Animation/Graphics Fast and responsive Web apps are getting closer, but will
probably always lag
Fonts Tight control over typefaces, layout Almost on par
Is my content searchable? Not on the web By default
Sharable/Tweetable? Only if you build it in Web links are shared freely. Social
APIs and widgets allow easy one-
click posting
Access to hardware sensors Yes, all of them: camera, gyroscope, Access through the browser is
microphone, compass, accelerometer, limited, though geo-location is
GPS common

14. Native apps vs. Web apps
The Issues Native Apps Web Apps
Development Specific tools required for some platforms Write once, publish once, view it
(like Apple’s). You have to build a new app anywhere. Multiple tools and
for each target platform libraries to choose from
Distribution Most app stores require approval. And you No such hassle
have to wait for this!
Outside access to your No, the reader must download your app Yep, just click a link
content
Advertising Control over design and rate More choices for design, plus
access to web analytics. Rates vary
widely
Examples Sky News, Sky Sports, Angry Birds, The WebEx, iTrailers, MTV News, World
Trainline, Shazam, IMDb weather, TV Catch up plus many
games

15. Top b2b apps
WebEx – allows you to attend meetings on the go with high-quality, streaming video
that takes mobile web conferencing to a whole new level.
Regus –Uses GPS and augmented reality to locate a Regus office near you to use
for meetings etc.
Salesforce.com - connects to your version of Salesforce.com. Create new leads,
convert them, log phone calls, all from a native iphone app that syncs with the cloud
version.
Hoover’s Near Here – Location based app to find sales leads. Identify, filter, contact
and get directions to nearby leads everywhere you travel

16. Top b2c apps
Amazon – Allows consumers fun, fast and convenient access to thousands of
products at the touch of a button. Most importantly offers a secure server so
purchases can be made.
Domino’s – Allows users to order their favourite pizza from their handset. Uses GPS to
automatically locate your nearest store, lets you keep tabs on what stage of the cooking
process your pizza is at. What’s more it has delivered well over £1million in sales!
Foursquare – Give consumers the latest rewards and discounts where they are. Let
them inform friends and get insider tips.
Sky News – Allow users to browse the latest news from around the world on their phone
and share using Twitter, Facebook and email. App also runs regular advertising at bottom
of screen.

17. Apps – do’s and don'ts
Do’s
• Make use of the unique smart phone features: camera, calendar, motion sensor or GPS
• Encourage users to share content with friends/colleagues through social media
• Performs a function that is actually useful to your customers
• Mobile apps and sites need to solve problems for individuals on the go versus re-creating
the desktop experience
• Use social media in your apps (such as sharing game scores)
Don’ts
• Make an App without a clear strategy
• Sacrifice a mobile site over an app (there are so many apps – how will yours stand out
unless it is useful and unique)
• Only have functions that are easier to use on a mobile website
• Focus on transactions where customers will want to do research outside the app

18. b2b mobile marketing

19. b2b mobile marketing
A business professional without a mobile device simply doesn’t exist anymore, so how
can you engage with your increasingly ‘switched-on’ customers?
• Users expect their mobile experience to be as good as their desktop experience
• 57% of users say they won’t recommend a business with a poorly designed mobile site
• Up to 30% of email opens come from mobile - Test how your email is going to look on
Smartphones before broadcasting
• Provide only relevant content on your mobile site/emails
• Make your mobile marketing seamless with your other efforts
• Design for visibility, make it quick and easy, simplify navigation

20. Geotargeting

21. Geotargeting
• What is geotargeting?
• “Geo targeting is the method of determining the geolocation of a website visitor and
delivering different content to that visitor based on his or her location, such as country,
region, city, post code, organisation, IP address, ISP or other criteria”
• Common usage of geo targeting is found in online advertising, as well as internet
television with sites such as iPlayer restricting content to those geolocated in specific
countries
• How can it benefit you and your clients?
• It allows you to send specific content to your clients/customers based
on where they are in the country/world e.g.
• How does it work?
1. Geotargeting happens on the server, before the page is sent
to the browser.
2. When a user requests a page from the server, the server queries the
user's IP address against a database of worldwide IP addresses.
3. The database identifies the locations of the user's IP address,
and then the server decides what to do.

22. New opportunities in location based services
• New opportunities in location based services include augmented reality, blippar, Aurasma – think
about how these might fit into your strategy
• Location based services will become increasingly important, but don’t forget other tactics such
as SMS
• It takes 90 mins for the average person to respond to an email, but only 90 seconds for a
text message
Blippar is world's first mobile
augmented reality and image
recognition platform enabling
advertisers to reach consumers via
outdoor ads, billboards, magazine
Aurasma is the world's first visual
browser, bringing the physical and
virtual worlds together.

23. Mobile sites

24. The good…
Concise content, simple Simple layout, simple Only most important
navigation forms features on homepage.
Easy to see ‘contact us’
action

25. The bad…
Have to zoom in and out Only works with Flash – Too much content.
to see navigation ignores ALL iPhone users Have to zoom to see
instantly anything

26. The ugly (and stupid)…
There is a trainline app, but there is no
excuse for having the website on a mobile
with no optimisation for the device.
You’d think they would realise that people
probably access this site in a hurry
looking for the next train – why make it so
difficult?

27. dnx & mobile

28. Mobile sites
Cisco L2012 site
26,950
Visits using a mobile device
Since 19th July 2011
Gatwick Good Buys
14,107
visits using a mobile device
Since 27th June 2011

29. QR codes / Video

30. What can dnx do for you?
Consultancy
• Integrated strategies for mobile
Creativity
• Concepts, designs and build of mobile solutions
(mobile sites, banners, apps, QR codes…)
Communication
• Planning and buying mobile media

31. In summary

32. Golden Rules for mobile marketing
• If a site is going to get traffic from people on the go – make sure it is mobile
optimised
• 36% of mobile users look at industry news sites – consider which sites in
your clients’ industries you could target for advertising
• (Beware however – for technology both The Register and IT Business Edge
aren’t mobile-optimised sites at the moment)
• Mobile is fluid – users expect real-time news/updates and personalisation
• There are thousands of apps – consider the impact yours will have, will it
stand out from the crowd?
• Location based marketing is growing in importance for brands – how can
your clients take advantage of this?

33. Checklist – make sure you do the following
• Is mobile part of the current marketing mix – if not, why not?
• Identify how your target audience are using mobile devices
• Sales funnel
• Upper funnel
• Mobile used to explore products and/or services
• Lower funnel
• User needs to act quickly and on the move
• Adapt the website to maximise user experience
• Make sure your audience can find you
• Google sponsored links only show two at the top
• Tracking, reporting and testing
• Use Google Analytics to get stats on unique visitors, time on site
etc. to optimise the mobile user experience and ad campaigns

34. Contact
If you want to find out more, or just have a chat about how you can begin
utilising mobile marketing, give us a call or email:
Adam Troman
Adam.t@dnxmarketing.com
01483 202 949
Dom Young
Dominic.y@dnxmarketing.com
01483 202 949