Bob Bentz gave a presentation at West Virginia University's INTEGRATE 2018 conference about mobile marketing. He discussed the importance of mobile engagement and acquisition. Bentz covered various mobile marketing channels like messaging, social media, mobile advertising, apps, and commerce. He emphasized that mobile provides the closest connection between brands and customers, allowing immediate customer actions. Relevant mobile engagement will be key to winning customers in this new age of mobile.

1. Bob Bentz • Meet The Author • Pyramid Club • September 8, 2016
RELEVANCE RAISES
RESPONSE:
HOW TO ENGAGE AND ACQUIRE
WITH MOBILE MARKETING
Bob Bentz
INTEGRATE 2018
August 3, 2018
@BobBentz
@RelevanceRaises
https://LinkedIn.com/in/Bob
Bentz
#INTEGRATE18

2. Engage on Social Media
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Check out my
Snapchat Filter!

3. Talk to the Gators in The Swamp
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QUESTIONS? – DM @purplegator &
Use the hashtag #INTEGRATE18 on Twitter.

4. Established 1989
Our Offices
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5. #INTEGRATE18

6. #INTEGRATE18

7. #INTEGRATE18

8. About The Author – Bob Bentz
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9. 1993
Publisher – ATS Publishing
ISBN 0-9637758-5-5
Pages: 160
2016
Publisher – SkillBites
ISBN-10: 1942489110
ISBN-13: 978-1-942489-11-5
Pages: 354
My Books
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10. For More Content
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RelevanceRaisesResponse.com
BobBentz.com

11. Vote for Bob’s WVU Claim to Fame
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Couch burning has been a tradition at WVU for four decades. Bob and his friends claim to be the first to ever burn a couch after a
big Mountaineer win over Pitt in basketball.
Text COUCH to 84444
Message & Data Rates May Apply

12. Vote for Bob’s WVU Claim to Fame
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Mario’s Fishbowls on Richwood Avenue is a Morgantown tradition. Bob still has a sign on the wall designating his pinball record
set while here in school.
Text FISHBOWLS to 84444
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13. Vote for Bob’s WVU Claim to Fame
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Emmy award winning television star Don Knotts, born in Morgantown, is perhaps its most famous resident. There’s even a street
named after him and his statue is downtown. As a member of Big Brothers/Big Sisters, Bob got to have dinner with Don Knotts
and legendary announcer Jack Fleming while in college.
Text KNOTTS to 84444
Message & Data Rates May Apply

14. Bob Bentz • Meet The Author • Pyramid Club • September 8, 2016
Introduction to Mobile
The mobile phone is our lifeline. It is our gateway to the world.
It is our digital DNA.
Bob Bentz – INTEGRATE 2018 – West Virginia University#INTEGRATE18

16. Bob Bentz • Meet The Author • Pyramid Club • September 8, 2016
Some of us will have the
mobile number we have today
for the rest of our life!
YOUR PHONE # IS YOUR
MOBILE-DIGITAL DNA
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17. Cutting the Landline Cord
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18. Smartphone Ownership by Age Group
https://www.statista.com/statistics/489255/percentage-of-us-
smartphone-owners-by-age-group/
Statista 2017
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19. The Impact of Technology in Only 8 Years
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20. All These Items Now Fit in Your Pocket
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21. Time Spent With Mobile
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22. When Was “The Year of Mobile”
What’s really important right now is to
get the mobile architecture right. Mobile
will ultimately be the way you provision
most of your services. The way I like to put
it is, the answer should always be mobile
first. You should always put your best
team and your best app on your mobile
app.
- Eric Schmidt, Google, 2010
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23. Bob Bentz • Meet The Author • Pyramid Club • September 8, 2016
Advantages of Mobile
Mobile is the closest a brand can get to its customers.
#INTEGRATE18 Bob Bentz – INTEGRATE 2018 – West Virginia University

24. Advantages of Mobile

25. There is No Prime Time Anymore
• Mass Reach
• Instant Results
• Always Reachable
• Always Shopping
• Creative Media
• Easy
• Stands Out
• Viral
• Personal
• Customer Lists
• Two-Way
Communication
• Trackable
• Optimizable
• Lookalike Audiences
• Demographic Targeting
• Geotargeting
• Geoconquesting
• Interest Targeting
• Multimedia
• Value
• Timely
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26. Right Person, Right Time, Right Place
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27. Right Medium
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28. Bob Bentz • Meet The Author • Pyramid Club • September 8, 2016
The Mobile Web
There’s a tsunami of traffic moving from desktop to mobile, and marketers must ensure that
the user experience of mobile and tablet is as convincing as the desktop experience.
Bob Bentz – INTEGRATE 2018 – West Virginia University#INTEGRATE18

29. The Mobile Web

30. The Day Mobile Search Took Over
•December 25, 2013
•May 25, 2015
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31. Email Marketing
Litmus March 2017#INTEGRATE18

32. Take the Thumb Test
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33. Bob Bentz • Meet The Author • Pyramid Club • September 8, 2016
Messaging
Messaging is the workhorse of mobile marketing. It is the pillar that holds up the mobile marketing
building. If you can only do one thing in mobile marketing, it should be text message marketing.
Bob Bentz – INTEGRATE 2018 – West Virginia University#INTEGRATE18

34. Messaging

35. Types of Messaging
Premium SMSSMS
(Short Message Service)
MMS
(Multimedia Msg. Service)
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36. Advanced Messaging
OTT
(Over the Top)
RCS
(Rich Communication Services)
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Text to Landline

37. Messaging Works
• Opt-in Marketing
• One to One Communication
• Mass Communication
• Instantaneous
• Timely
• Trackable
• Optimization
• Loyalty
• Virality
• Lift
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38. FUN FACT: 90% of All Text Messages are Opened
within15 Minutes of Receipt
#INTEGRATE18 Mobile Marketing Association

39. Business2Community 2015
Open Rate Email vs. Text Messages
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40. Bob’s 60 Top Text Messaging Tips
#60 -- Doing texts for B2B? Send messages just three minutes before
the top of the hour, when businesspersons are waiting for meetings
to start.

41. Bob Bentz • Meet The Author • Pyramid Club • September 8, 2016
Social Media
Every social media network is different. A business needs to select the proper image
and social media strategy for each of its networks. Acting the part is half the battle.
Bob Bentz – INTEGRATE 2018 – West Virginia University#INTEGRATE18

42. Social Media

43. http://mediakix.com/2016/12/how-much-time-is-spent-on-
social-media-lifetime/#gs.uty6D6E
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44. http://mediakix.com/2016/12/how-much-time-is-spent-on-
social-media-lifetime/#gs.uty6D6E
#INTEGRATE18 Marketing Profs, July 2017

45. http://mediakix.com/2016/12/how-much-time-is-spent-on-
social-media-lifetime/#gs.uty6D6E
#INTEGRATE18 Marketing Profs, July 2017

46. Social Media Users
#INTEGRATE18 Pew, January 2018

47. Snapchat is a Teenage Dream
Pew, June 2018#INTEGRATE18

48. …but maybe not for long*
WARNING: Your Parents are Coming!
*Mom Jeans courtesy of Wal-Mart
#INTEGRATE18 eMarketer, March, 2017

49. Key Influencers on Social Media
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1. Kylie Jenner - $1 million
2. Selena Gomez - $800,000
3. Renaldo - $750,000
4. Kim Kardashian - $720,000
5. Beyonce - $700,000
6. The Rock - $650,000
7. Justin Bieber - $650,000
8. Neymar - $600,000
9. Messi - $500,000
10.Kendall Jenner - $500,000
Source: CNBC, July 31, 2018
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Facebook Brand Collabs Manager

50. Bob’s Favorite Social Media Tips
• Most Important Engagement = Shares, Retweets
• Social Media Posting Tools
• Your Handle Becomes Your Tattoo
• Use your name, name of business
• Namechk.com
• Reserve them all
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51. Bob Bentz • Meet The Author • Pyramid Club • September 8, 2016
Mobile Advertising
There has never been an advertising medium quite like mobile that enables a brand to
effectively target the right consumers, in the right place, at the right moment.
Bob Bentz – INTEGRATE 2018 – West Virginia University#INTEGRATE18

52. Mobile Advertising

53. Media Spend is Moving
Data Source: StrongView/Selligent
2017
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54. Mobile Advertising’s Rocket Growth
#INTEGRATE18 Statista, March, 2018

55. Traditional Media Buoyed by Digital
PwC, June, 2018#INTEGRATE18

56. When Will Mobile Get Its Fair Share?
Data Source: Meeker Report 2018#INTEGRATE18

57. Targeting People, Not Places
• Direct Mobile Websites
• Direct In-App Advertising
• Mobile Social Ad Networks
• Mobile Ad Networks
PROGRAMMATIC ADVERTISING
Now makes up 79.8% of all mobile
and digital advertising buys.
eMarketer, April, 2017#INTEGRATE18

58. Pinpoint Targeting “Targeting People, Not Places”
GEO-TARGETING
No more wasted spend – only advertise to users within an area
defined by zip code, radius, or unique polygon.
GEO-FENCING
Target just the wealthier zip codes or the college campus.
GEO-CONQUESTING
Determining where a mobile device has been and targeting those
consumers.
DEMOGRAPHIC TARGETING
Only reach the users who meet a target profile of age, education,
Income, or other factors.
INTEREST TARGETING
Only reach the users who meet a target profile of age, education,
Income, or other factors.
DAYPARTING
Invest ad dollars whenever and wherever makes the most sense –
i.e., target nurses working night shift at local critical care facilities.
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59. Facebook “Pay to Play”
The average Facebook user:
•2/3 visit daily
•8 visits/day
•350+ friends
•90 business page Likes
1.5 – 6.0% see your business page posts
Boost Post vs. Dark Posts
•Get better every week
#INTEGRATE18 Statista, January, 2018

60. Facebook is the Small Business Juggernaut
• Ad takes up 100% of mobile
screen.
• Right in the News Feed
• Targeted based on location
and interest
• Native advertising
• Limited advertising
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61. Why is Facebook the Gorilla in the Room?
• Third Party Data (Hopefully it continues.)
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62. Top Secret!
What Does Facebook Know About You
https://www.facebook.com/ads/preferences
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63. If a Picture is Worth a Thousand Words…
What is a Video Worth?
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65. Bob Bentz • Meet The Author • Pyramid Club • September 8, 2016
Mobile Apps
A walking billboard that’s in the pocket of your customer 24 hours a day.
Bob Bentz – INTEGRATE 2018 – West Virginia University#INTEGRATE18

66. Mobile Apps

67. App Timeline
• Tetris – first mobile game app (1994)
• iTunes – (2003)
• Apple App Store (July 2008)
• Android Market (October 2008)
• Facebook acquires Instagram for $1 billion (2012)
• Snapchat turns down Facebook’s $3 billion offer (2013)
• Facebook acquires WhatsApp for $16 billion (2014)
• Angry Birds 3 billion downloads (2015)
• 197 billion app downloads (2017)
#INTEGRATE18 Statista, January, 2018

68. Time Spent With Apps
#INTEGRATE18 Flurry, December, 2016

69. USA’s Most Popular Apps
#INTEGRATE18 Business Insider, June, 2018

70. 82 Apps Per Phone,
But You Probably Only Use a Few
#INTEGRATE18 App Annie, February, 2018

71. Types of Apps “If It’s Free It’s Me”
Free
Premium
Paymium
Freemium
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72. Bob Bentz • Meet The Author • Pyramid Club • September 8, 2016
Mobile Commerce
Retail businesses have multiple touch points with their customers on the path to purchase. The business that
provides a true omnichannel approach to those touch points will be most likely to succeed in the age of mobile.
Bob Bentz – INTEGRATE 2018 – West Virginia University#INTEGRATE18

73. Mobile Commerce

74. OMNICHANNEL
The Traditional Sales Funnel Has Changed
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75. ATTRIBUTION: Is this Still the Case?
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76. REACH AND FREQUENCY
Who Gets Credit for the Sale?
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77. Bob Bentz • Meet The Author • Pyramid Club • September 8, 2016
The Age of Mobile
Relevance Raises Response
Bob Bentz – INTEGRATE 2018 – West Virginia University#INTEGRATE18

78. The Age of Mobile
• Search
• IoT (Internet of Things)
• The Connected Car
• Monitored Health
• Smarter Advertising
• Video
• Multiscreening
• Mobile Wallets
• Think Mobile, Act Local
• Virtual Reality, Augmented Reality
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79. The Age of Mobile

80. Conclusion
Marketing is an ongoing contest for people’s attention, and mobile provides the
mechanism that, in the history of promotion, is the closest a brand has ever
been able to get to its customer. With mobile, customers can act on any
message at any time, no matter where they are. They can take immediate
action to research, find, or buy something. When a consumer can act in the
moment, his expectations are high and his patience is low. That makes the
credibility and relevance of the mobile message of the utmost importance.
Ultimately, brands that do the best job of engaging consumers with a relevant
mobile message will win.
--Bob Bentz
Relevance Raises Response: How to Engage and Acquire with Mobile Marketing
#INTEGRATE18

81. Vote for Bob’s WVU Claim to Fame
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82. Book Signing – Today at Lunch Time
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