HOW CONSUMERS USE MOBILE AND WHAT YOU CAN DO ABOUT IT

Mark Sweetnam Fish Window Cleaning Services, Inc Manager, Branding & Technology Deb Evans, CFE Franchise Performance Group Sr Operations Consultant Jeremy LaDuque, CFE ElementsLocal Founder & CEO

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MOBILE MARKETING

MOBILE MARKET

Source: The Growth of Mobile Marketing

ARE YOU MOBILE FRIENDLY?

CURRENT TRENDS

MOBILE LOCATION BASE STATS

• 74% of smart phone users claimed having used a location-

based service. This includes things like Google Maps. (May 2012 Pew Internet Study)

• 18% of smart phone users claimed to have checked into a

venue using a service like foursquare or share their location with friends. (May 2012 Pew Internet Study)

• The leading location-based service, foursquare, has over 25

million users and 42% are active users. (Social Media Informer) • Photo sharing service, Instagram (now part of Facebook), has

grown to 80 million users in just 18 months (C|Net)

WHAT’S IMPORTANT

• Building Blocks – Mobile Friendly Websites – Mobile Search Strategy – Mobile Email Strategy – Mobile Advertising, Banners

• Loyalty & Community Building – Mobile Promos and Coupons – Mobile Apps

• What will your strategy be for 2013… • Mobile website… Per Zee? • Search and ranking? • Advertising? • Loyalty? • Community?

BUILDING THE FOUNDATION

MOBILE SEARCH STRATEGY

• Create A Content Strategy • Create An Email Strategy • Create A Search Strategy

MOBILE FRIENDLY WEBSITE Turn visitors into customers with a mobile

friendly Website

• Think about where your audience will be • Choose the platforms you want to support • Think about content and engagement • Building content for mobile: Compress

images, no small buttons, minimize options • Calls To Action for mobile: Reply Option, an

address, phone number and website address

CREATE A CONTENT STRATEGY

• Mobile Optimized Sites • Location specific keywords • Googlebot-Mobile

• Google/Bing allocate top of search results pages to local listings, when a search has local intent.

40% OF ALL MOBILE SEARCHES ON GOOGLE HAVE LOCAL INTENT.*

MOBILE SEARCH

Source: Google

• Still only 2.4% of overall ad spending in US, but expected to rise to 11% in 2016

• Who to look at: • Google – dominates mobile w/ 90%+ • iAds – reaches millions of iPhone, iPad

and iPod Touch users around the world • Facebook - Ad’s on 3rd party apps? • Twitter – 3.5%

MOBILE ADVERTISING MOBILE AD SPENDING HIT $4B, 180% UP FROM 2011

Source: www.eMarketer.com

ADVERTISING & BANNERS

• Mobile optimized landing pages (websites) are essential

• Promotions driving to a location are key

• Clear “Call Now” buttons within Email

37% OF PEOPLE CHECK EMAIL ON THEIR MOBILE DEVICES

EMAIL MARKETING STRATEGY

GROW YOUR COMMUNITY

• Value add and ease of use – Promos and coupons – Apps – Foursquare – Instagram – Pinterest – QR codes

PROMOS AND COUPONS

MOBILE APP

MOBILE ORDERING/PAYMENT

FOURSQUARE

•Check-in Club •Connect to Foursquare •Earn points for Check-ins

INSTAGRAM • Search for your brand! • Establish an account.

QR CODE USES

• Advertising • Mobile Ordering • Making Reservations • Videos • Vcard (business cards) • Conferences • Surveys

EDIBLE QR CODES?

STORE HOURS/RESERVATIONS

SURVEYS/COUPONS

WHAT’S NEXT

• Mobile Payment • Mobile Wallet • Mobile Reviews &

References • Ad networks integrating cross channel

for consumers who are ‘multi-screening’ or ‘screen hop’

• Passive advertising will become interactive

MOBILE CONTENT RESOURCES • White paper “Mobile Content 101” via iFlyMobi

• Mobile Movement Video: http://www.youtube.com/watch?v=2D2ThRaJIxo

• The Third Screen: Marketing To Customers in a World Gone Mobile, Author Chuck Martin

• Location-Based Marketing for Dummies, Aaron Strout and Mike Schneider

THANK YOU! QUESTIONS?

Mark Sweetnam

@FishWindowClean

Jeremy LaDuque @ElementsLocal

Deb Evans @DebCE