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WORKSHOP:
Master Mobile Marketing in 2012
JEANNE HOPKINS,
HubSpot @jeannehopkins
GREGORY RAIZ,
Raizlabs @graiz
MATT DUFFY,
Jumptap @jumptap
JAMIE TURNER,
60 Second Marketer @AskJamieTurner
#GoMobile
WORKSHOP:
Master Mobile Marketing in 2012
JEANNE HOPKINS,
HubSpot @jeannehopkins
17 Rs of Mobile Marketing
#GoMobile
Start responding to how they
make decisions – adapt to
their interests and timeline.
Readiness
to buy…
“A thorough introduction
to the next frontier for
permission marketing:
mobile.” Seth Godin
“Mobile marketing is
a huge challenge for
companies to consider.
Learn all you can through
books like this, and through
diving in yourself.” Chris Brogan
Ways Small Biz Uses Mobile
13%
9%
9%
6%
5%
72%
Created a mobile website
Use mobile apps to run business
Use text message marketing
Accept orders via mobile device
Developed a mobile app
Haven't incorporated mobile
Source: Constant Contact “Fall 2011 Small Business Attitudes & Outlook Survey”
Jeanne Hopkins twitter.com/jeannehopkins
linkedin.com/in/jeannehopkins [email protected]
www.HubSpot.com
THANK YOU
WORKSHOP:
Master Mobile Marketing in 2012
MATT DUFFY,
Jumptap @MattDuff
How to Use Mobile Ads
#GoMobile
The Leader in Targeted Mobile Advertising | 3
Mobile Audiences: Huge, Committed
o! Roughly 90% of US population has a cell phone; 44% have a smartphone
o! In 2015, Mobile Internet users will outnumber those accessing the internet from PC/wired
devices (IDC)
o! 90% of Americans would rather lose their wallet than their smartphone
o! 33% of Americans would rather give up sex than their smartphones
Source: 2011 Smoketip survey and 2011 Telenav national survey
The Leader in Targeted Mobile Advertising | 4
Unprecedented Growth in Mobile Advertising
$416 $743
1,226
$1,802
$2,523
$3,381
$4,496
2009 2010 2011 2012 2013 2014 2015
US Mobile Ad Spending 2009-2015
(millions)
The Leader in Targeted Mobile Advertising | 5
Advertisers Look to Networks and Publishers
Ad Network
46%
Publisher Direct
30%
Exchange
12%
Other
12%
What percentage of your mobile advertising
is purchased via the following means?
Jumptap/Digiday Mobile State of the Industry Survey, 9/11 (Advertisers/Agencies N=243)
The Leader in Targeted Mobile Advertising | 6
What is the most important thing advertisers/agencies are looking for when they advertise in mobile?
Jumptap/Digiday Mobile State of the Industry Survey, 9/11 (Advertisers/Agencies N=243)
Percent of Advertisers/Agencies Who
Consider Each an Important Attribute
When Selecting A Mobile Partner
The Leader in Targeted Mobile Advertising | 7
Diapers ad appears on “300+ Sex Positions” iPhone
App. Someone from another agency tweeted it was an
exercise in “pre-targeting.”
Some Targeting Doesn’t Always Work
The Leader in Targeted Mobile Advertising | 8
The only time we know exact location (lattitude/
longitude) is when users give a site permission
to know their location (through GPS) - only 5%
of traffic.
Geographic Targeting: Targeting by Exact Location is Not as Easy
as People Think
The Leader in Targeted Mobile Advertising | 9
Geographic Targeting: Zip Code or Regional Targeting Provides
More Scale
Targeting by zip code can be done on
about 2/3 of the mobile audience who:
a)! Have provided their zip code to a
publisher and carrier
b)! Are accessing mobile content through a
wifi connection. Zip code is picked up
from IP address.
The Leader in Targeted Mobile Advertising | 10
o! Say 1,000 people walk by a Starbucks
in a day, how many will be browsing
on a smartphone and not already
going into the store? 100? You may
get 1 to convert?
o! Instead, target everyone in the general
area, you may reach 10,000, and get 5
to convert
Geographic Targeting: Exact LocationTargeting vs. Zip Code
The Leader in Targeted Mobile Advertising | 11
o!Offline data companies have the most valuable
information for targeting
o!Mobile companies that can connect this data to
mobile users while respecting PII, will provide the
best targeting
o!Currently being done at a zip code level to target
regions that over-index in their interest of a certain
products/service
3rd Party Data Targeting: The Future of Mobile Targeting
The Leader in Targeted Mobile Advertising | 12
Using off-line data from Polk, Jumptap helped a major auto advertiser target zip codes more
likely to purchase their brand.
Results:
Targeted ads saw as much as an 85% lift in CTR over run-of-network ads
Percentage CTR lift when using zip-code data targeting (per publisher)
3rd Party Targeting: Case Study
The Leader in Targeted Mobile Advertising | 15
o!Delivered more than 7M impressions
over various channels including iPad
specific targeting
o!Overall CTR was nearly double the
network average
o! The highest performing creative was
the 300x250 for the iPad with a 1.30%
CTR
o!Of the users who expanded the ad,
57.15% went on to view the one of the
landing available pages
The Leader in Targeted Mobile Advertising | 16
o! The Romney campaign ran
zip-code targeted ads in Iowa
to drive voters to the polls
o!Most impressions were
delivered the day of the
caucus and focused from
4:00 to 10:00 pm
o!Could this have helped drive
the 8 voters that gave
Romney the win?
The Leader in Targeted Mobile Advertising | 18
53 12
Amount advertisers spend for every hour adults spend with each medium:
Source: eMarketer ad spending study, March 2011
Newspapers Internet
¢ ¢ ¢ 1 Mobile
1. Right-size Align your mobile spending with the time your
target audience spends in mobile
The Leader in Targeted Mobile Advertising | 19
1 Mobile
2. Choose wisely Pick a publisher or network
that has scale & targeting, branding & performance
The Leader in Targeted Mobile Advertising | 20
1 Mobile
Operating Systems Breakout for Mobile
Audience
Google ; 47%
RIM ; 22%
Apple; 24%
Symbian; 5%
WebOS; 1% Other; 1% Unless you have a reason to target just Android or just Apple iOS, broaden
your target to all platforms.
3. Advertise
Cross-platform
The Leader in Targeted Mobile Advertising | 21
1 Mobile
4. Start broad,
then optimize Don’t limit yourself to one campaign focused on one precise target; try multiple
different targeting tactics, then focus on the ones that work best
The Leader in Targeted Mobile Advertising | 22
1 Mobile
5. Use
mobile-
optimized
pages Exxon.com is not optimized, so they would use a landing page
The Leader in Targeted Mobile Advertising | 24
1 Mobile
7. For lead gen,
keep forms short
Sometimes it’s better to capture just email in mobile then follow up
over email for deeper contact information
The Leader in Targeted Mobile Advertising | 25
1 Mobile
8. Don’t
forget
tablets
31%
63%
83%
Mobile
Phone
Tablet
PC/Laptop
Have you ever made a non-digital purchase online using these devices?
The Leader in Targeted Mobile Advertising | 27
1 Mobile
10. Measure
For big branding campaigns, do a brand study, for
rich media measure engagement, for performance campaigns measure
downloads, leads etc.
WORKSHOP:
Master Mobile Marketing in 2012
GREGORY RAIZ,
Raizlabs @graiz
How to Create A Mobile App
#GoMobile
Disclosure, duplication, or use of the document, or any of its contents, for purposes other than those authorize by Raizlabs without the written permission of Raizlabs is prohibited.
© Raizlabs Corporation 2012. All Rights Reserved.
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Gregory [email protected]
Photo CreditsCrane: http://www.flickr.com/photos/untitlism/2609684221Crowd: http://www.flickr.com/photos/stignygaard/12630269/Idea View: http://www.flickr.com/photos/tropicaliving/3667880356/Hang glider: http://www.flickr.com/photos/thunderpants/3710504556/Sunflower: http://www.flickr.com/photos/archetypefotografie/3749091071/Race: http://www.flickr.com/photos/jon_marshall/260978898/Rocket: http://www.flickr.com/photos/jurvetson/260402710/Poker Chips: http://www.flickr.com/photos/jamadams/564143766/Super Market: http://www.flickr.com/photos/rene-germany/2154484912/Low Prices: http://www.flickr.com/photos/lordcolus/41916187/Virus: http://www.flickr.com/photos/jswright/2361584806/Matrix wallpaper: Warner Bros. PicturesBaseBall: http://www.flickr.com/photos/werkunz/3599761533/
Follow me @graiz
!"#$%&'()
WORKSHOP:
Master Mobile Marketing in 2012
JAMIE TURNER,
60 Second Marketer @AskJamieTurner
How to Combine Social
Media & Mobile
#GoMobile
How to Combine Social and Mobile
Jamie TurnerAuthor, Speaker and Founder of BKV’s 60 Second Marketer
Follow Jamie on Twitter @AskJamieTurner
Introductions
•Founder, BKV’s 60 Second
Marketer
•Speaker at events and
corporations around the globe
•Regular guest on CNN and HLN
on the topic of social, mobile
and digital media
You Can Also Catch Me On
Go Mobile -- The Book
• Written by Jamie Turner and
Jeanne Hopkins
• Published by John Wiley & Sons
• Available at Amazon, Barnes &
Noble, Books-a-Million and
800CEORead.com
Agenda
• Mobile facts and figures
• Hub and spoke system
• Location-based services
• Traditional social on mobile
• 2D code promotions
• Top 5 tips for combining social and
mobile
How Consumers Use Smartphones
Source: The Mobile Movement Study
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%)
Mobile Media Facts and Figures
• 72 million Americans accessed social
networking sites or blogs from their
mobile devices in August, 2011
• That’s a 37% increase in the past year
• Most importantly, more than half of
mobile social networkers accessed sites
on a near daily basis
Source: comScore MobiLens
Mobile Media Facts and Figures
• Facebook, Twitter and LinkedIn all grew
their mobile audiences by 50% in the
past year
• 70% of all mobile social networkers
have posted a status update on from
their mobile devices
• One in three received a coupon/offer/
deal with one
Source: comScore MobiLens
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
Traditional Social on Mobile
• 55% of Twitter’s traffic is
from mobile devices
• 60% of Pandora’s traffic is
from mobile devices
• 43% of Facebook’s traffic is
from mobile devices You
Source: Kleiner Perkins, Pandora, Twitter, Facebook
2D Codes/QR 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/QR Codes
1. Marketer
generates 2D code
2. Marketer deploys
2D code
3. User scans 2D
code4. User driven to
promotion
5. Marketer
collects data
2D Codes
•2D codes can drive people to websites,
to phone numbers, to contact
information and even to text messages
QR Codes
•Objective #1: Create buzz and
awareness for the launch of Go Mobile
•Objective #2: Generate repeat visits in
order to re-market to visitors
•Tactic: Use QR codes to provide clues
for a nationwide iPad scavenger hunt
Top 5 Tips for Using Social and Mobile
1. Target users who are on-the-go (e.g., Facebook: “First 5 people to visit our restaurant
in the next 15 minutes get free dessert!”)
2. Keep social/mobile updates short. People are on-the-go!
3. Make your promotions local.
4. If you drive them to a mobile site, make it thumb friendly. Keep form fields to a
minimum or use simple check boxes.
5. Provide a link to your regular site for those who want to check out the full site.
Contact Me
Contact Me:
Jamie.Turner@60SecondMarketer
Join the iPad Scavenger Hunt:
www.GoMobileBook.com
Follow Me:
@AskJamieTurner
Thank you!
JEANNE HOPKINS,
HubSpot @jeannehopkins
GREGORY RAIZ,
Raizlabs @graiz
MATT DUFFY,
Jumptap @jumptap
JAMIE TURNER,
60 Second Marketer @AskJamieTurner
#GoMobile