In this presentation give to the AAF-Louisville YAPS, Christy Belden stresses the importance of mobile marketing and how you need to build a mobile marketing strategy now.

1. Mobile Marketing
The New Digital Landscape
July 18, 2012
Christy Belden, VP of Media + Marketing, Leapfrog Interactive

2. LeapFrog Interactive
Follow Us!
Twitter: @LFI
Facebook:
www.facebook.com/LeapFrogInteractiveAgency
Google+:
LeapFrog Interactive
Blog:
www.leapfroginteractive.com/blog

3. Christy Belden
Vice President, Media + Marketing, LeapFrog Interactive
PPC, SEO, social
media, email, mobile,
traditional—she’s
been there and done
that. She continues to
build a deep well of
experience and is
• Experience: 12 years
Christy Knows
always in touch with
• The Courier-Journal
the trends and
• University of Louisville
Marketing
strategies that provide
• Eastern Kentucky a solid return on
University
clients’ investments.
• @christy_belden

4. @christy_belden
@adfedlou
#YAPAdvice
@lfi

5. Mobile Marketing
What is Mobile Marketing?
So? What Is All The Hype About?
Why You Need a Mobile Marketing Strategy
Successful Campaigns
Conclusion
Questions?

6. What is Mobile Marketing?

7. Definition
Mobile Marketing
“Mobile Marketing is a set of practices that enables organizations to
communicate and engage with their audience in an interactive and
relevant manner through any mobile device or network.”
–mmaglobal.com

8. Types of Mobile Marketing
Mobile marketing can be as complicated as
designing a mobile phone app for the iPhone or
Android device platform or it can be as simple as
“texting” special offers to a list of customers who
have "opted into" receiving offers and other themed
content.

9. QR Codes
- “Quick Response Codes”
- Scanned using “reader” app
- Can present the user with links to media
or coupons
- Used for call-to-action/special offer
redemption.
- Exist in real world like magazines, walls,
banners or perhaps a TV commercial.
- Perfect to enhance an existing campaign
and add a mobile element to the B2C
interaction.

10. Mobile Ads
- Smaller “banner ads” or
“pop-ups”
- Similar to ads at the
margins of websites
- Targeted towards mobile
optimized websites and
apps.
- These ads will only show
on your mobile site/app/
game.

11. Anatomy of Mobile Ads on Pandora Mobile
- Whole image is a link
- Leads to
- User has option to
“clear” the McDonalds.com
advertisement - “Cherry Berry Chiller”
feature on site
- Coupons and
availability
- The ad collapses after
initial launch in order to
not interfere with app
experience

12. Mobile Landing Pages
- Web-pages optimized for
mobile devices.
- Average mobile phone screen
today isn’t much bigger than a
credit card
- Allows for easy navigation and
use on smart-phones.
- More efficient interaction
between the consumer and the
business online and on the go.

13. Social Media Mobile Ads
- Ads designed for social
media content
- Live inside the various social
media phone apps
- Allow for highly targeted ad
placement
- In depth performance
tracking for ROI analysis
- Enormous exposure potential
with 100’s of millions of users

14. Location Targeting Ads
- Utilizes mobile GPS
- Allows for ads to show only
within a given location
- Can be coupled with NFC
(near field communication) and
text based campaigns
- Ideal for targeting the area in
close vicinity to business

15. Mobile Applications (Apps)
- Downloadable interactive
applications
- Unlimited potential for
creativity and innovation
- Utilize, touch, voice and other
physical feedback
- Used to “immerse” customer
into a “brand experience”
- Can be used to deliver
content like a service, info or
entertainment
- Extremely customizable; you
can get an app to do anything!

16. SMS Mobile Marketing
- Texting based marketing/ad
campaigns
- Requires a database with
customer phone numbers and/
or names
- Can be used for coupon,
special offer or other call to
action initiatives
- Relatively inexpensive and
simple to implement
- Very useful due to spread of
“unlimited texting” plans

17. Mobile Paid Search
- New Enhanced Campaigns in
Google AdWords now include mobile
paid search by default
- Call Extensions in AdWords provide
click-to-call and detailed call metrics
for reporting
- Now any phone number can be
used at the Ad Group level for easier
management on national accounts
- Mobile landing pages are strongly
recommended for best results

18. Mobile Organic Search
Source: http://www.marketingcharts.com/wp/direct/27-of-google-searches-
estimated-to-be-mobile-in-q4-26361/attachment/rkg-mobile-share-of-
search-engine-traffic-in-q4-2012-jan2013/

19. So? What’s all the hype
about?

20. The Mobile Revolution
http://gomobilefl.com/number-smartphone-users-u-s-2010-2016-in-millions/

21. Key Factors to consider:
-Smart-phone proliferation
accelerating due to costs of
technology decreasing over
time.
-The relative ease of use in operating basic
functions of mobile devices such as
browsing.
-Connectivity+Convenience offered by
mobile devices allow for instantaneous
research and purchase for various
products and services.
-In combination with the above factors,
business today has the ability to reach the
consumer anywhere and at anytime.

22. Seriously, we do mean EVERYWHERE and
ANYTIME…
http://adage.com/article/adagestat/56-mobile-users-admit-potty-talk-texting/149375/

23. The Power of Mobile Reach
http://www.digitaltrends.com/mobile/over-one-third-smartphone-owners-use-apps-before-getting-up/

24. Mobile Marketing Applications:
http://www.marketingcharts.com/wp/direct/b2c-mobile-tactics-favor-advertising-over-marketing-25013/

25. Why You Need a Mobile
Strategy

26. “Network-equipment maker
Cisco Systems Inc. estimated
that global mobile data traffic
rose 70% last year and
projected a 13-fold increase
between 2012 and 2017.”
-WSJ
http://online.wsj.com/article/SB10001424127887323699704578326361049129122.html?mod=e2tw

27. Mobile couples the
advantages of connectivity
offered by the internet with
-Result is instant and direct access to the
the convenience of the cell
masses.
phone:
-Size of business and operations is
arbitrary
-All these trends are global in scope
http://stakeholders.ofcom.org.uk/market-data-research/market-data/communications-market-reports/cmr12/international/
icmr-5.30

28. iPhone 5 Blackberry 10 Huawei Ascend Galaxy S3
1) Technology is evolving towards an all-mobile
environment (Google Glass)
2) Oracle, Verizon and other companies are spending
billions in order to update their networks as we speak in
order to facilitate growth in mobile data.
3) Simply put, it is where the customer is and what they
want!

29. http://www.smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobile-marketing-statistics/

30. From a marketers perspective it is not smart to ignore the current trends. Of all the
worlds web traffic (100’s of millions of websites and trillions of bits of data) 10%
occurs on mobile devices. Lesson? People are on their phones and online, a lot.
http://www.smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobile-marketing-statistics/

31. “(Mobile) App stores run by Apple
and Google Inc. now offer more
than 700,000 apps each. With so
many apps to choose from,
consumers are estimated to spend
on average about two hours a
day with apps. Global revenue
from app stores is expected to rise
62% this year to $25 billion,
according to Gartner Inc.”
-WSJ
http://online.wsj.com/article/SB10001424127887323293704578334401534217878.html?mod=e2tw

32. Successful Campaigns

33. McDonald’s “Fish
McBites” promotion
- Campaign lived exclusively
within the mobile site of
ESPN.com
- The ads link to an interactive
experience on McDonalds.com
- Short call to action “Fish
McBites. Hurry, they won’t last
long”
- Offered a “fish sound-board”
onsite as well as a downloadable
“mouth-off” app

34. Burberry Interactive “Smart
Personalization” campaign
- Coordinated with fashion show broadcast
- Chips embedded in clothing on the runway activate media
content viewable on mobile devices
- The chips link with mobile devices logged into Burberry.com
- During pre-order a video plays showing the customers name
being added to special nameplates inside products for
customization
- In store, the same chips activate full size mirrors to broadcast
the same content
- Further content about specific craftsmanship is available once
the product is delivered.
http://mashable.com/2013/02/17/burberry-rfid-chip/

35. Sephora Cross-Channel App
- App was pushed through “free sample of make-up if
you download the app” initiative
- App allows for scanning of product bar codes to view
reviews and other related content in-store
- “Beauty Insider” campaign created accounts for
customers that allowed for features such as cataloging
previous purchases. Spawned a self sufficient
customer community.
- Short survey during sign-up collected valuable
marketing data

36. Hooter’s SMS Super-Bowl
Campaign
- Text “FOOTBALL” to enter for a chance to
win a trip to the 2013 Super Bowl
- Segmented customers for future football
related promotions
- Mobile database added 50,000
customers

37. What about Non-profits? Low
Budgets? Fundraising?
Mobile campaigns can be expensive and large
scale. But they don’t have to be!
- DonorPro offers affordable solutions to fund-raising
campaigns using “text-to-donate” technology.
- CouponSherpa and Yowza!! apps allow for location
based coupon distribution.
- FourSquare app lets users “check-in” to your
business, share reviews and recommendations,
directly broadcast to the public via social media.
- iLoop Mobile manages coupon, quiz, sweepstake
and other offer/content distribution.

38. Strategies

39. Mobile Marketing Checklist
After researching and identifying the target audience:
1) What do you want the customer to do?
- Build Brand awareness
-Drive website traffic
-Search
-Drive sales
-Drive to store

40. 2) Optimize your corporate site for
Mobile access
- This is the most vital and basic element of a
mobile strategy.

41. 3) Are you dealing with a new or established
campaign/product/service?
- A new release generally requires a combination of
mobile elements (social media, landing page, video
etc.) in order to raise awareness quickly.

42. 4) What are you offering?
-This is important to consider as various products
and services have differing
appeal aspects.

43. 5) What devices and technology is the
target audience using?
-Depending on the devices employed, the size,
scope and impact of your campaign will be affected.

44. Questions?