Mobile Marketing Panel

Jimmy Harding, Suzanne Kart, Guy Felder & Heather Dimitt

• ~44% of US have opted into a text message campaign– 57% of male vs. 33% of female (Mobile Marketing Watch, 8/23/11)

• By the end of 2011, ~80% of small and medium-sized businesses in the US will invest in some form of mobile marketing

(Mobile Marketing Watch, 8/11/11)

• 43% of US mobile owners have upgraded to a smartphone– 62% of those ages 25 to 34 already have smartphones– After young adults, the fastest-growing smartphone adoption rate

is among those 55 to 64. Although the rate is only 30 percent, that figure jumped 5% in Q32011

(Nielsen, 11/3/11)

Quick Facts

LERN Conference Mobile Site

Suzanne Kart, CeP, M.A.Director of Marketing

Conference Mobile Appwww.conf.lern.org

Available on smart phones, tablets, and laptopsWeb address takes you to the news page for latest info

Click here for the menu

Menu has everything else you need!

How it all started …

The result

Mobile App Day 1

• 54% of attendees have used the app.• On average, they spent 10 minutes on it.• 30 different devices have been used to access

it. Top 3 are:• iPhone• iPad• Droid

Features

• Schedule• Session descriptions• Presenter information• Exhibitor information• Information about local

attractions• FAQ• Staff contact info

• Social event information

• Silent auction information

• Ability for participants to evaluate sessions electronically

• Floor maps• Proceedings manual

QR Codes

• 2d barcodes• QR stands for Quick Response• Developed for automotive industry• Hold much more information than standard

barcodes.• A quick scan using a camera-enabled

smartphone activates the phone’s functions such as e-mail, SMS, IM, GPS or a web browser.

• Paper-based hyper-links.

What Are They?

How Programs Use Them• Easy access to our Facebook and Twitter pages.• Showcase a YouTube video from cooking classes

or other type of demonstration.• Next to most popular classes in catalog to

provide quick and easy access to registration.• Redirect people to your mobile optimized

website.• Connect to a comprehensive instructor bio.• Access internal maps of your building.• Link to dated grid schedule of summer camps.

“In general, our customers were very excited about the QR codes whether they used them or not. I believe the most important benefit of using them in the brochure is branding and maintaining our role as a community leader by staying on top of current digital trends.”

--Amy Parris, Marketing Director at the Columbia Area Career Center

Another Idea

QR Codes’ Best Practices

• Tell how to scan / how or where to get scanner• Send to mobile optimized page• Plan QR Code campaign in area with mobile

coverage• Add value for consumers• Track traffic to QR code landing page• Be inventive with QR Code promotions, make fun• Test, test, test before implementation• Keep QR code promotions up-to-date

A Few Final Thoughts

• More than half of US consumers who’ve made a purchase on their smartphone have done so in response to a mobile marketing message.

• Smartphones’ sales will exceed 420 million in 2011. Analysts forecast these sales will surpass 1 billion by the end of 2016.

• China is on track to hit 1 billion mobile connections by the end of May 2012.

• In the UK, mobile marketing is a multi-billion pound industry.