Mobile Marketing: How Consumers Use Mobile to Connect with Your Business

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

Follow Jamie on Twitter @AskJamieTurner

How Consumers Use Mobile to

Engage with Your Brand

Questions

• Feel free to ask questions in the Question Pane on your computer

• Let’s kick things off by having you confirm in the Question Pane that you’re seeing this slide and that audio is working

• Also, these slides can be downloaded at 60SecondMarketer.com/blog

Introductions

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

• Regular guest on CNN’s HLN on the topic of social media and mobile media

• Follow me @AskJamieTurner or on 60SecondMarketer.com

Go Mobile -- The Book

• Written by Jamie Turner, Founder of 60SecondMarketer.com and Jeanne Hopkins, V.P. of Marketing at HubSpot

• #1 best-selling mobile marketing book in the U.S. and the U.K.

• Available everywhere

Now Available

60SecondMarketer.com/GoMobileChapter

Introductions

Introductions

Agenda

• Mobile Marketing Facts and Figures (10 minutes)

• How Consumers Use Smartphones (10 minutes)

• Overview of Mobile Marketing Tools (10 minutes)

• How to Minimize the Showroom Effect (10 minutes)

• Applause, Encore, Standing Ovation (3 hours)

Download these slides at 60SecondMarketer.com/blog

Mobile Marketing Facts and Figures


Share these facts on Twitter by referencing @AskJamieTurner


• There are 6.8 billion people on the planet. 4.0 billion own a mobile phone. Only 3.5 billion own a toothbrush (Source: 60SecondMarketer.com)




• The growth rate of the iPhone was 10 times faster than the growth rate of AOL (Source: Nielsen)




• The growth rate of the iPhone was 10 times faster than the growth rate of AOL (Source: Nielsen)

• Gartner Group predicts that by 2013 the number one way people will access the internet will be through their mobile devices (Source: Gartner)





• Mobile coupons generate 10 times the redemption rate of traditional coupons (Source: Borrell Associates)




• Google has seen mobile searches grow by more than 400% over the past year (Source: Google)




• Google has seen mobile searches grow by more than 400% over the past year (Source: Google)

• Research indicates that if someone leaves home without their wallet, they keep going. If they leave without the mobile device, they turn around (Source: 60SecondMarketer.com)


How Businesses are Using Mobile Marketing to Connect with Customers


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

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

NFC, Bluetooth and LBA• Apps• 2D Codes• Mobile Email• Tablet Computing

Google 39%

RIM 20%

Apple 28%

Microsoft 9%

Source: GS Statcounter



How Consumers Use Smartphones

Source: The Mobile Movement Study

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

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%)





• 70% of all mobile searches are acted upon within an hour vs. 30% of all traditional searches (Source: Google)




• That said, 29% of consumers who use a smartphone to research a product while in a retail store end up purchasing the item online (Source: ClickIQ)





• This is called The Showroom Effect





• This is called The Showroom Effect

Hmmm. Now that I’ve found

Go Mobile in the bookstore, I think I’ll go

home and buy it online.


Age Segmentation of Those Using Mobile to Research Products In-Store

Source: ClickIQ and Internet Retailer

Age 18 to 29 (25%)Age 30 to 39 (26%)Age 40 to 49 (12%)Age 50 to 59 (6%)Over 60 (2%)


Age Segmentation of Those Using Mobile to Research Products In-Store


0

25

50

75

100

Age 18 to 29 (25%)Age 30 to 39 (26%)Age 40 to 49 (12%)Age 50 to 59 (6%)Over 60 (2%)


Retaining the Sale

• Best Buy: 35% of those that researched at Best Buy ended up purchasing at the Best Buy store, with another 14% purchasing at BestBuy.com. 21% purchased from Amazon.com. The rest did not purchase.

• Target: 29% of those that researched at Target ended up purchasing at Target, with another 8% purchasing at Target.com. 21% purchased at Amazon.com.

• WalMart: 26% of those that researched at Wal-Mart ended up purchasing at the Wal-Mart store, with another 10% purchasing at WalMart.com. 24% purchased at Amazon.com.



An Overview of the Tools Used in Mobile Marketing

Mobile Website

Standard Mobile

Mobile Websites: The Essential Things You Need to Know


• Automated Systems• GoDaddy



• Plug-and-Play Systems• Mobify• Mobilizer• HubSpot



• Plug-and-Play Systems• Mobify• Mobilizer• HubSpot

• Third party agencies or design firms

• Mobilize Worldwide• BKV

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


Mobile Display Ads

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

Mobile Paid Search

Mobile Paid Search


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

• 60 Second Marketer comes up as 62nd Marketer


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

Location-Based Services

Download a free chapter from Go Mobile at 60SecondMarketer.com/GoMobileChapter

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


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

• Subway in the U.K. used location-based SMS to provide discounts to customers who walked by their store

Mobile Apps

Mobile Apps

• A mobile app is not a mobile website

• An app is a software program that lives on your smartphone

• A mobile website is a website that lives on a server in “the cloud”


How Apps Are Used

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

Source: Nielsen

How Apps Are Used

0

25.0

50.0

75.0

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

Source: Nielsen

How to Develop an App for Your Business

• For a customized experience, use a mobile app development company (Mobilize Worldwide)

• For a plug-and-play experience, use AppMakr, GENWI, Mippin, MobBase, MobiCart, MyAppBuilder or RunRev


2D Codes

2D Codes

Q: Where have you scanned a QR/Bar code with your mobile phone?

Printed magazine or newspaper (49%)Product packaging (35%)Website (27%)Poster or flyer or kiosk (24%)Business card or brochure (13%)Storefront (13%)TV (12%)

Source: comScore MobiLens June 2011

2D Codes

Q: Where have you scanned a QR/Bar code with your mobile phone?

0

12.5

25.0

37.5

50.0

Printed magazine or newspaper (49%)Product packaging (35%)Website (27%)Poster or flyer or kiosk (24%)Business card or brochure (13%)Storefront (13%)TV (12%)

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

Let’s Generate a QR Code

2D Codes

2D Codes


2D Codes


2D Codes


2D Codes


2D Codes


2D Codes


2D Codes


2D Codes


2D Codes


2D Codes

2D Codes


2D Codes


2D Codes

Jamie’s Neanderthal Exhibit Photo

2D Codes

Jamie’s Neanderthal Exhibit Photo

Jamie’s High School Yearbook Photo

2D Codes

Google Googles

Google Googles

How to Minimize the Showroom Effect


5 Ways to Keep Shoppers in Your Store

• Check-in Specials: Foursquare has 10 million users and, along with Facebook, provides instant check-in specials. No need to wait for someone to become “Mayor” for a special

• Other Location-Based Services include WHERE, SCVNGR, Loopt and others


• QR Codes: Add QR codes to select products that provide reviews, information and, most importantly, a deal!

• By targeting mobile users in this way, you provide a discount for people who might otherwise have bought online

• Non-mobile researchers still pay regular price, thereby minimizing the effect the discount has on revenues

QR Codes. They’re ugly, but effective.


• SMS Promotions: One of the best things about SMS is that you can provide strategically-timed offers to a very captive audience

• Deliver messages when new products arrive or provide discounts during hours of the day when traffic is slower


• Location-Based Banner Ads: User clicks an ad, which then uses GPS technology to identify location and direct them to nearest store

Source: MobClix


• Publish Your Inventory: If you can’t lick ‘em, then join ‘em

• Make sure your inventory is available to mobile shoppers by publishing it to shopping aggregators like Google Merchant Center or ShopSavvy

Special Thanks to Our Sponsors


Contact Me

To Download a Free Chapter:60SecondMarketer.com/GoMobileChapter

To Download this Presentation:60SecondMarketer.com/blog

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

Contact me:[email protected]

Now Available

mailto:[email protected]

mailto:[email protected]