How to Engage and Acquire with Mobile Marketing. Bob Bentz discusses the various aspects of mobile marketing to the business school at Marshall University.

1. Bob Bentz • Meet The Author • Pyramid Club • September 8, 2016
RELEVANCE RAISES
RESPONSE:
HOW TO ENGAGE AND ACQUIRE
WITH MOBILE MARKETING
Bob Bentz
Marshall University
Cohen Business Speaker Series
October 10, 2017
@BobBentz
@RelevanceRaises
http://LinkedIn.com/in/BobBentz
#MUmobile

2. Engage on Social Media
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Check out the
Snapchat Filter!
Use #MUmobile to
join the conversation
on Twitter

3. About The Author – Bob Bentz
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4. Established 1989
Our Offices
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5. #MUmobile

6. #MUmobile

7. 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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8. For More Content
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RelevanceRaisesResponse.com

9. 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 – Cohen Business Speaker Series – Marshall University#MUmobile

11. 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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12. Cutting the Landline Cord
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13. Smartphone Penetration
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14. 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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15. The Impact of Technology in Only 8 Years
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16. Time Spent With Mobile
Data Source: Meeker Report 2016#MUmobile

17. 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 your 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
#MUmobile

18. Bob Bentz • Meet The Author • Pyramid Club • September 8, 2016
Advantages of Mobile
Mobile is the closest a brand can get to its customers.
Bob Bentz – Cohen Business Speaker Series – Marshall University#MUmobile

19. Advantages of Mobile

20. 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
#MUmobile

21. Right Person, Right Time, Right Place
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22. Right Medium
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23. 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 – Cohen Business Speaker Series – Marshall University#MUmobile

24. The Mobile Web

25. The Day Mobile Search Took Over
•December 25, 2013
•May 25, 2015
“Coffee Shop Near Me”
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26. Time Spent with Media
Nearly half of our daily time
spent with media is on
mobile and digital.
We now spend over 3 hours
per day with mobile…and
that doesn’t even count the
time spent actually talking
on the phone.
Just 4 years ago, we were
spending less than 1 ½ hours
per day with mobile.
#MUmobile

27. Email Marketing
Litmus March 2016#MUmobile

28. Take the Thumb Test
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29. 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 – Cohen Business Speaker Series – Marshall University#MUmobile

30. Messaging

31. Types of Messaging
Premium SMS
OTT
SMS MMS Text to Landline
#MUmobile

32. Messaging Works
• Opt-in Marketing
• One to One Communication
• Mass Communication
• Instantaneous
• Timely
• Trackable
• Optimization
• Loyalty
• Virality
• Lift
#MUmobile

33. 97% of All Text Messages are Opened within
15 Minutes of Receipt (MMA)
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34. Business2Community 2015
Open Rate Email vs. Text Messages
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35. 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.

36. 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 – Cohen Business Speaker Series – Marshall University#MUmobile

37. Social Media

38. http://mediakix.com/2016/12/how-much-time-is-spent-on-
social-media-lifetime/#gs.uty6D6E
#MUmobile

39. http://mediakix.com/2016/12/how-much-time-is-spent-on-
social-media-lifetime/#gs.uty6D6E
#MUmobile

40. http://mediakix.com/2016/12/how-much-time-is-spent-on-
social-media-lifetime/#gs.uty6D6E
#MUmobile

41. Social Media Users
Facebook Remains the Gorilla
in the Room.
#MUmobile

42. Snapchat is a Teenage Dream
Piper Jaffrey, Oct. ‘17#MUmobile

43. …but maybe not for long
WARNING: Your Parents are Coming!
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44. 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
#MUmobile

45. 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 – Cohen Business Speaker Series – Marshall University#MUmobile

46. Mobile Advertising

47. Mobile Advertising’s Rocket Growth
Data Source: StrongView/Selligent
2016
#MUmobile

48. When Will Mobile Get Its Fair Share?
Data Source: Meeker Report 2017#MUmobile

49. Buying 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#MUmobile

50. Pinpoint Targeting “Targeting People, Not Places”
Mobile advertising on websites and inside apps allows for precision targeting like you’ve never seen
before. The building blocks of campaign design include:
GEO-FENCING
No more wasted spend – only advertise to users within an area
defined by zip code, radius, or unique polygon.
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.
#MUmobile

51. Facebook “Pay to Play”
The average Facebook user:
• 2/3 visit daily
• 300+ friends
• 70 page Likes
1.5 – 6.0% see your posts
Boost Post vs. Dark Posts
• We will get better every week
#MUmobile

52. 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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53. Why is Facebook the Gorilla in the Room?
• Third Party Data
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54. Why is Facebook the Gorilla in the Room?
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55. Top Secret! – What Does Facebook Know
About You
Relevance Raises Response
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https://www.facebook.com/ads/preferences

56. If a Picture is Worth a Thousand Words,
What is a Video Worth?
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58. 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 – Cohen Business Speaker Series – Marshall University#MUmobile

59. Mobile Apps

60. 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)
• 44 billion app downloads (2016)
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61. Time Spent With Apps
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62. USA’s Most Popular Apps
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63. You Probably Only Use a Few Though
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64. Types of Apps “If It’s Free It’s Me”
Free
Premium
Paymium
Freemium
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65. 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 – Cohen Business Speaker Series – Marshall University#MUmobile

66. Mobile Commerce

67. The Traditional Sales Funnel Has Changed to an
Omnichannel Approach
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68. Bob Bentz • Meet The Author • Pyramid Club • September 8, 2016
The Age of Mobile
Relevance Raises Response
Bob Bentz – Cohen Business Speaker Series – Marshall University#MUmobile

69. 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
#MUmobile

70. The Age of Mobile

71. 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
#MUmobile

72. Book Signing – Marshall University Bookstore – Saturday 1-3pm
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