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Mobile Marketing 101
This document provides an overview of a presentation on getting started with mobile marketing. The presentation covers mobile media facts and figures, how brands connect with consumers through mobile tactics like mobile websites, SMS, location-based services and apps. It dispels common myths about mobile and provides tips on using location-based services and 2D codes. The presentation concludes with 12 steps on how to get started with mobile marketing today, including mobilizing websites, watching competitors, running mobile ad campaigns, and tracking results.
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Mobile Marketing 101
- 1. How to Get Startedin Mobile Marketing #GoMobile Jeanne Hopkins, Director of Marketing, HubSpot Jamie Turner, Author, Founder of 60 Second Marketer
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- 3. Introductions • Director ofMarketing 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 ofHow 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 MediaFacts and Figures (10 minutes) • How Brands Connect with Consumers (10 minutes) • Mobile Marketing Tactics (30 minutes • Applause, Encore and Standing Ovation (57 minutes) #GoMobile
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- 8. Mobile Media Factsand 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 Factsand 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
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- 11. 5 Mobile MarketingMyths • 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 MarketingMyths • 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 MarketingMyths • 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 MarketingMyths • 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 MarketingMyths • 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
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- 18. How People UseSmartphones Source: The Mobile Movement Study
- 19. How Brands UseMobile 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
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- 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
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- 26. Mobile Display • Soldon 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
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- 32. Mobile Display: TargetingOptions • 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
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- 34. Activities Conducted onMobile #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 SERVICESAND NEAR FIELD COMMUNICATIONS
- 37. Location-Based Advertising • UsesGeo-Fencing to figure out where you are • SMS, display ads and paid search ads can be targeted by location #GoMobile
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- 39. Tips on UsingLocation-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
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- 44. How Apps AreUsed
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- 47. • 2D codescan 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
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- 49. Q: Where HaveYou Scanned a 2D Code?
- 50. 2D Codes • 2Dcodes 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. Let’s Generate a2D Code
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- 67. HOW TO GET STARTEDIN MOBILE MARKETING TODAY
- 68. How to GetStarted 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 GetStarted 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! • JamieTurner, 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