Mobile Marketing Overview. Week 12 for PRL 408 at Utica College. Spring 2014.

1. Week #12
April 16, 2014
UticaCollege
PRL 408: Social Media
ThomasArmitage

2.  Overview
 Most popular activities
 Multi-screen
 Mobile site vs app
 App based marketing
 SMS
 Local search
 Mobile gaming
 Mobile commerce
 Location based services
 Platforms

3.  “How Location-Based ServicesAre
TransformingThe Mobile Industry” -
http://read.bi/1lYjEct

4.  Mobile marketing is…

5.  Mobile should
overtake desktop
this year
 2.7 hours/day
 80% of mobile
device time is
spent in apps
(Marrs, 2013)

7.  1) Games…61%
 2)Weather…55%
 3) Maps/search…50%
 4) Social media…49%
 5) Music…42%
 6) News…36%
 7) Entertainment…33%
 8) Dining…25%
 9)Video…21%
(Bosomworth, 2014)

9.  1) Skype
 2)YouTube
 3) Instagram
 4) Pandora
 5) Facebook
 6) Angry Bird Seasons
 7) Cut the Rope
 8) Doodle Jump
 9) Fruit Ninja
 10) Angry Birds
(Moscaritolo, 2013)

10. (The New Multi-ScreenWorld Study, 2013)
From smartphones and tablets to
laptops and television, 90% of all media
interactions today are screen-
based…there are two distinct ways
people move among screens to get stuff
done: simultaneously and sequentially.

12.  Do you prefer mobile sites or mobile apps?

15.  92 of the top 100 brands
have a mobile app.

17.  “If you want to help the
cause, you can text "Haiti"
to 90999 to send a $10
donation to the Red Cross”
(Van Grove, 2010)

24.  40% of shoppers
consult 3 or more
channels before
making a purchase
 52% of Americans
use their devices
while browsing in-
store
(Warden, 2013)

25.  Location-enabled mobile ads
 Location-based features/app
 Local search
 In a Google survey, 76% of the respondents
said they would like businesses' location or
operating hours, and 61% said they would like
to be able to "Click to Call" the business.
(How location based services, 2013)

26.  Great tool for shopping and directions

27. (Infographic, 2013)

28. (Infographic, 2013)

29. (Marrs, 2013)
 Be clear and concise
 Optimize for local
 Consider your audience
 Experiment with different strategies
 Benchmark your results

30.  Background on Brand
 TargetAudience
 Goals and Objectives
 Platforms Chosen (between 4-5)
 Tactics/Execution and Spend
 Other Items and Ideas
 Evaluation and Measurement
 Works Cited

31.  $20,000 budget, one year campaign.
 Local business wanting to take advantage of
social media.
 Minimum of 5 references (though most of the
work will be critical thinking as you apply your
learnings and knowledge from class).
 Always include an intro and conclusion.
 8-10 pages in length, Calibri font, double spaced.
This does not include your cover page and
reference sheet.
 Make it an enjoyable read.This isn’t a research
paper. It’s a deliverable to your supervisor.

32.  Spelling/Grammar/Formatting…..15
 Background, Details on Platforms…..40
 DevelopingCampaign/Budget…..75
 Formatting/Multimedia/Look…..10
 References/Resources…..10
 Total…..150

33.  Customer Service, Leveraging Reviews
 DiscussTwitter activity with brands
 To do:
 Blog comments
 Read articles from #UticaCollegeSM and comment
 Google+ andYelp presenters should be ready to
present

34.  Bosomworth, D. (2014, March 24). Mobile marketing statistics 2014. SmartInsights. Retrieved on
April 12, 2014 from http://www.smartinsights.com/mobile-marketing/mobile-marketing-
analytics/mobile-marketing-statistics/
 How location-based services are transforming the mobile industry. (2013, May 22). Business
Insider. Retrieved on April 12, 2014 from http://www.businessinsider.com/location-data-is-
transforming-mobile-2013-4#ixzz2yiJ8xp1r
 Infographic: 2013 mobile growth statistics. (2013, October 1). DigitalBuzzBlog. Retrieved on April
12, 2014 from http://www.digitalbuzzblog.com/infographic-2013-mobile-growth-statistics/
 Marrs, M. (2013, August 19). What is mobile marketing and why does it matter? WordStream.
Retrieved on April 12, 2014 from http://www.wordstream.com/blog/ws/2013/08/19/what-is-
mobile-marketing#
 McGee, M. (2013, March 28). Email is top activity on smartphones, ahead of web browsing and
Facebook. MarketingLand. Retrieved on April 12, 2014 from
http://marketingland.com/smartphone-activities-study-email-web-facebook-37954
 Moscaritolo, A. (2013, May 3).The 10 most popular iPhone apps of all time. PCMag. Retrieved on
April 12, 2014 from http://www.pcmag.com/slideshow/story/311100/the-10-most-popular-iphone-
apps-of-all-time/10
 The New Multi-Screen World Study. (2013). Google. Retrieved on April 12, 2014 from
http://www.thinkwithgoogle.com/research-studies/the-new-multi-screen-world-study.html
 Van Grove, J. (2010, January 13). Red Cross raises $5,000,000+ for Haiti through text message
campaign. Mashable. Retrieved on April 12, 2014 from http://mashable.com/2010/01/13/haiti-red-
cross-donations
 Warden, C. (2013). 7 mobile marketing stats that will blow your mind. Convince and Convert.
Retrieved on April 12, 2014 from http://www.convinceandconvert.com/mobile/7-mobile-
marketing-stats-that-will-blow-your-mind/