The document discusses developing an effective mobile marketing strategy, outlining key channels like SMS, mobile websites, apps, and location-based services. It provides best practices for using these channels, such as getting permission for SMS campaigns, optimizing websites for mobile, and giving incentives for location check-ins. The overall goal of a mobile strategy is to generate sales, increase brand awareness, improve customer support, and enhance customer loyalty through targeted mobile communications.

1. Mobile Marketing
Chattahoochee Valley
American Advertising Federation
October 20, 2011

2. We’ve Come a
Long Way

3. Mobile is Mainstream

4. Desktop Power in a Mobile Device

6. Developing a Mobile
Strategy

7. Generate
Sales
Brand Increase
Awareness Marketing Goals Revenues
Improve Enhance
Customer Customer
Support Loyalty

9. Know Your Customers

10. • SMS Messages
• Mobile Website
• Mobile Email
• Display Advertising
• Search Advertising
• QR Code
• Application
• Location Based Services
• Augmented Reality

11. Components to a
Mobile Marketing Plan
• Target audience
• Offerings
• Quantified Objectives
• Resources
• Communication Efforts
• Delivery Channels
Components of a Mobile Campaign

12. Components to a
Mobile Marketing Plan
• Target audience
• Offering
• Quantified Objectives
• Resources
• Communication Efforts
• Delivery Channels

13. Mobile Marketing
Channels

14. Website

15. 79% of large online advertisers
do not have a mobile-optimized
website.
Source: Google, March 2011

16. Jakob Nielson
If mobile use is important to your
Internet strategy, it's smart to
build a dedicated mobile site.

18. SMS Marketing

20. SMS Campaign
• 90% Sign-up rate
• Lower acquisition costs
• 400% Increase in sales

21. SMS Campaign
• $138,460 Revenues
• 61% From SMS
• Coupon Conversion
Rate Testing

22. SMS Best Practices
• GET PERMISSION
• Use urgency & scarcity
• Cross-promote with other media
• Great for radio, television & OOH

23. QR Codes

24. Mobile barcode scanning
grew 1,600 percent in 2010.

27. “Custom QR codes
have a three-to-one
ratio of scans over
traditional codes.”

28. QR Best Practices
• Simple short URLs
• Educate consumers
• Size matters... & TEST scanability!
• Utilize tracking URLs
• Don’t post codes online
• What is the CTA?

29. Search & Display

31. Display Best Practices
• Utilize targeting
• Send to a mobile-optimized landing page
• What is the CTA?
• Track visits, conversions, and connections

32. Location Based Services

33. Promotions

34. LBS Best Practices
• Great for LOCAL businesses
• Give incentives for checkins
• Look at your demographics
• Make it fun

35. Integrating
Mobile

37. What’s Next?
Web: www.kelseyads.com
Email: brandon.eley@kelseyads.com
Twitter: @beley
Slides: www.brandoneley.com