How to Get Started in Mobile Marketing

Jeanne Hopkins, Director of Marketing, HubSpotJamie Turner, Author, Founder of 60 Second Marketer

#GoMobile

#GoMobile

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

Introductions

• Co-author of How to Make Money with Social Media and Go Mobile

• Founder of the 60 Second Marketer

• Profiled in world’s best-selling advertising and promotions textbook

• Speaks around the globe on the topics of social media, mobile media and branding

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)

#GoMobile

Today’s Poll

MOBILE MEDIA FACTS AND FIGURES

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

#GoMobile

Mobile Media Facts and Figures

• 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

#GoMobile

5 MOBILE MARKETING MYTHS

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#GoMobile

5 Mobile Marketing Myths

• 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 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

#GoMobile

5 Mobile Marketing Myths

• 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 find local businesses• People on PCs are more likely to surf social

networking sites and conduct long-term searches

• 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

#GoMobile

5 Mobile Marketing Myths

• 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, Gowalla and Facebook Places

• Optimize your website for mobile• Make sure your company contact

information is up-to-date and claim your business listing on Google

#GoMobile

5 Mobile Marketing Myths

• 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

#GoMobile

HOW BRANDS USE MOBILE MARKETING

Mobile Operating Systems

How People Use Smartphones

Source: The Mobile Movement Study

How Brands Use Mobile Marketing

• Mobile Web Sites • Short Message Service (SMS)• Multimedia Message Service

(MMS)• Mobile Display Ads• Mobile Paid Search• Location-Based Marketing

and Near Field Communications

• Apps• 2D Codes• Mobile Email• Tablet Computing

MOBILE WEBSITES

Mobile Websites

SMS AND MMS

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

#GoMobile

Multimedia Message Service

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

MOBILE DISPLAY

Mobile Display

• 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

#GoMobile

Mobile Display

#GoMobile

Mobile Display

#GoMobile

Mobile Display

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Mobile Display

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Mobile Display

#GoMobile

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

#GoMobile

MOBILE PAID SEARCH

Activities Conducted on Mobile

#GoMobile

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

LOCATION-BASED ADVERTISING, LOCATION-BASED SERVICES AND NEAR FIELD COMMUNICATIONS

Location-Based Advertising

• Uses Geo-Fencing to figure out where you are

• SMS, display ads and paid search ads can be targeted by location

#GoMobile

Location-Based Services

#GoMobile

Tips on Using Location-Based Services

• First of 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

#GoMobile

Near Field Communications

Near Field Communications

MOBILE APPS

Mobile Apps

How Apps Are Used

Augmented Reality Apps

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

Q: Where Have You Scanned a 2D Code?

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 copy of “How to Make Money with Social Media.”

Let’s Generate a 2D Code

2D Codes

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2D Codes

2D Codes

2D Codes

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2D Codes

2D Codes

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HOW TO GET STARTED IN MOBILE MARKETING TODAY

How to Get Started in Mobile Today

• 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#GoMobile

How to Get Started in Mobile Today

• 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#GoMobile

Thank you!

• Jamie Turner, Founder and Chief Content Officer at the 60 Second Marketer

• Jeanne Hopkins, Director of Marketing, HubSpot

• Jamie and Jeanne are the co-authors of Go Mobile to be published by John Wiley & Sons in 2012