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How to Get Started in Mobile Marketing Jeanne Hopkins, Director of Marketing, HubSpot Jamie Turner, Author, Founder of 60 Second Marketer #GoMobile
#GoMobile
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
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
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
Today’s Poll
Mobile Media facts and figures
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
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
5 Mobile marketing myths
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
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
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
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
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
How brands use mobile marketing
Mobile Operating Systems
How People Use Smartphones Source: The Mobile Movement Study
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
Mobile websites
Mobile Websites
SMS and MMS
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
Multimedia Message Service What can you send via MMS? Images Text Audio Animations Video
Mobile Display
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
Mobile Display #GoMobile
Mobile Display #GoMobile
Mobile Display #GoMobile
Mobile Display #GoMobile
Mobile Display #GoMobile
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
Mobile Paid Search
Activities Conducted on Mobile #GoMobile
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
Location-based advertising, location-based services and near field communications
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
Location-Based Services #GoMobile
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
Near Field Communications
Near Field Communications
Mobile Apps
Mobile Apps
How Apps Are Used
Augmented Reality Apps
2D Codes
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 SPARQ.it
2D Codes
Q: Where Have You Scanned a 2D Code?
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.”
Let’s Generate a 2D Code
2D Codes
2D Codes
2D Codes
2D Codes
2D Codes
2D Codes
2D Codes
2D Codes
2D Codes
2D Codes
2D Codes
2D Codes
2D Codes
2D Codes
2D Codes
How to get started in mobile marketing today
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 MobileCommerceDaily.com) Step #5: Claim your business on location-based applications Step #6: Run a mobile ad campaign #GoMobile
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
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

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How to Get Started in Mobile Marketing

  • 1. How to Get Started in Mobile Marketing Jeanne Hopkins, Director of Marketing, HubSpot Jamie Turner, Author, Founder of 60 Second Marketer #GoMobile
  • 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. 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. 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
  • 7. Mobile Media facts and figures
  • 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. 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. 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. 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. 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. 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. 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
  • 16. How brands use mobile marketing
  • 18. How People Use Smartphones Source: The Mobile Movement Study
  • 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
  • 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. Multimedia Message Service What can you send via MMS? Images Text Audio Animations Video
  • 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
  • 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. Activities Conducted on Mobile #GoMobile
  • 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
  • 36. Location-based advertising, location-based services and near field communications
  • 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
  • 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
  • 44. How Apps Are Used
  • 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 SPARQ.it
  • 49. Q: Where Have You Scanned a 2D Code?
  • 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.”
  • 67. How to get started in mobile marketing today
  • 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 MobileCommerceDaily.com) Step #5: Claim your business on location-based applications Step #6: Run a mobile ad campaign #GoMobile
  • 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. 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