Mobile Marketing 101: How to Set-Up and Run a Mobile Marketing Campaign

Everything You Ever Wanted
to Know About Mobile*
*But Were Afraid to Ask

Jamie Turner
Author, Speaker and Founder of BKV’s 60 Second Marketer

Follow Jamie on Twitter @60SecondTweets

Download these slides at 60SecondMarketer.com/KeynoteSpeaker

Let’s Kick Things Off

Join us live a www.GoMobile.EventBrite.com

Introductions

• Director of Marketing 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
• All-around decent human
being

Introductions

• Author of How to Make Money
with Social Media and Go
Mobile (to be released in 2012)
• Proﬁled in the world’s best-
selling advertising and
promotions textbook
• Speaks around the globe on the
topics of social media, mobile
marketing and branding
• Download these slides at
60SecondMarketer.com/
KeynoteSpeaker

Join Us Live at the Go Mobile Conference
• What: The Go Mobile
Conference and
Workshop
• When: Thursday, October
6th
• Where: Atlanta, GA
• Tickets: On sale now

www.GoMobile.EventBrite.com


All-Star Mobile Marketing Panel



Agenda

• Mobile Media Facts and
Figures (10 minutes)
• How Brands Connect with
Consumers (10 minutes)
• Mobile Marketing Tactics (30
minutes)
• Applause, Encore and Standing
Ovation (57 minutes)

Download these slides at 60SecondMarketer.com/KeynoteSpeaker

Mobile Media Facts and 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

• 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
• Research indicates that if
someone leaves home without
their wallet, they keep going. If
they leave without the mobile
device, they turn around

Top 5 Mobile Marketing Myths

• 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



• 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 GPS,
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


Let’s Drink!



• 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
make decisions
• People on PCs are more likely to surf social networking sites and
play games
• 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



• 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
and Gowalla
• Optimize your website for mobile
• Make sure your company contact information is up-to-date and
claim your business listing on Google



• 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


Additional Resources


How Brands Connect with Consumers

Brochures Websites Mobile Marketing

Point-of-Purchase YouTube

Email
Catalogs

Magazines Blogs

Newspapers Facebook

Direct Mail a www.GoMobile.EventBrite.com
Join us live


Google RIM Apple Microsoft
39% 20% 28% 9%

Source: GS Statcounter

How People Use Smartphones
0 25 50 75 100

Check and send email (82%)
Read news articles (56%)
Look up directions (69%)
Listen to music/radio (45%)
Watch online videos (41%)
Play online games (39%)
Manage ﬁnances and bills (34%)
Look up sports information (38%)
Use a social networking website (63%)

Source: The Mobile Movement Study

How Brands Use Mobile to Engage with
Prospects and Customers
• Mobile Web Sites
• Short Message Service (SMS)
• Multimedia Message Service
(MMS)
• Mobile Display Ads
• Mobile Paid Search
• Proximity Marketing: LBS,
NFC, Bluetooth and LBA
• Apps
• 2D Codes
• Mobile Email
• Tablet Computing

Download at www.60SecondMarketer.com/KeynoteSpeaker

Mobile Website

Standard Mobile


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


Multimedia Message Service

• What can you send via MMS?
‣ Images
‣ Text
‣ Audio
‣ Animations
‣ Video


Mobile Display Ads

• Sold on 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


Mobile Display Ads

• Campbell’s ran a mobile ad
using the iAd platform
• Results: 53 million impressions,
1% click-through rate
• Spent an average of one
minute investigating ad
• Intent to purchase was 4 times
greater than with TV
• Remembered "Campbell's" ﬁve
times more often than TV ad
respondents

Source: Nielsen Download at www.60SecondMarketer.com/KeynoteSpeaker

Mobile Display: Targeting Options
• 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


Mobile Display
• User clicks ad, which then uses GPS technology to identify
location and direct them to nearest store

Source: MobClix Download at www.60SecondMarketer.com/KeynoteSpeaker

Mobile Display
• User interacts with brand by uploading picture from their photo
ﬁle into the branded ad


Mobile Display
• User clicks an ad to send a coupon code via SMS to any
recipient


Mobile Display
• User is encouraged to add company contact information into
their contact list


Mobile Display
• Usersare encouraged to email promotional offers to
themselves and to friends


Mobile Display
• User is encouraged to add an event or activity to their calendar


Mobile Display
• Useris encouraged to take a photo of themselves which is
subsequently added into the branded ad


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


Activities Conducted on Mobile
Devices
20.0

Searched for local products/services (18%)
15.0
Searched for info on movies/ent. (16%)
Searched for info on restaurants/bars (13%)
10.0 Searched for stuff outside local area (11%)
Purchased physical item that shipped (4%)
Used coupon from mobile phone (4%)
5.0

0

Source: Kelsey Mobile Market View


Proximity Marketing: Location Based
Services, Near Field Communications,
Bluetooth Marketing and Location
Based Advertising

Location-Based Services


Tips on Using Location-Based Services
• Firstof 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


Near Field Communications

• Uses near ﬁeld technology
to deliver digital
communications between
devices


Bluetooth Marketing


Location-Based Advertising

• Uses Geo-Fencing to ﬁgure
out where you are
• SMS, display ads and paid
search ads can be targeted
by location


Mobile Apps


How Apps Are Used
75.0

50.0

25.0

0

Games (64%) Weather (60%)
Social Networking (56%) Maps (51%)
Music (44%) News (39%)
Entertainment (34%) Banking (32%)

Source: Nielsen Join us live a www.GoMobile.EventBrite.com

Is an App Right for Your Business?

• You’re a large brand looking for ways to deepen your relationship with
customers (e.g., Coca-Cola, Campbell’s)
• You’re a content provider looking for new distribution channels (e.g.,
AutoWeek, CNN)
• You have a game concept that has the potential to go viral (e.g., Angry
Birds, ABC Go)
• You have a utility that helps people execute tasks from their mobile
devices (e.g., Charles Schwab, Dragon Dictation)
• You’re a celebrity interested in leveraging your brand (e.g., Jamie Oliver,
Martha Stewart)
• You’re a B2B company looking for new ways to connect with customers
(UPS, FedEx)
• You’re a B2C company looking for new revenue streams (Netﬂix, New
York Times)


Augmented Reality Apps


PURLS


2D Codes

• 2D codes can 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


2D Codes

1. Marketer generates 2. Marketer deploys 3. User scans 2D code 4. User driven to 5. Marketer collects data
2D code 2D code promotion


2D Codes
• Q: Where have you
scanned a QR/Bar
50
code with your mobile
phone?
37.5
Printed magazine or newspaper (49%)
Product packaging (35%)
Website (27%) 25
Poster or ﬂyer or kiosk (24%)
Business card or brochure (13%)
Storefront (13%) 12.5
TV (12%)
0

Source: comScore MobiLens June 2011

2D Codes

• 2D codes 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 prize


How to Download a 2D Code Reader


Let’s Generate a QR Code

Click here.


2D Codes


2D Codes
Jamie’s Neanderthal Jamie’s High School
Exhibit Photo Yearbook Photo


Mobile Postcards


How to Get Started in Mobile Today

Mobile Media Action Plan
• 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


Mobile Media Action Plan
• 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


Top Mobile Apps That You Should Have

Let’s Connect
To Download:
60SecondMarketer.com/KeynoteSpeaker

Google Searches:
Jamie Turner, 60 Second Marketer
Jeanne Hopkins, HubSpot

Follow Us:
@60SecondTweets
@JeanneHopkins

Learn More:

Contact Me
To Download:
60SecondMarketer.com/KeynoteSpeaker

Google Searches:
Jamie Turner
Social Media ROI
60 Second Marketer

Follow me here:
60SecondMarketer.com/blog
@60SecondTweets

Contact me:
Jamie.Turner@60SecondMarketer.com
404-233-0332

Mobile Marketing 101: How to Set-Up and Run a Mobile Marketing Campaign

Recommended

Recommended

More Related Content

More from SIXTY

More from SIXTY (15)

Recently uploaded

Recently uploaded (20)

Mobile Marketing 101: How to Set-Up and Run a Mobile Marketing Campaign