Mobile Marketing 101 for Small Business

Mobile Marketing 101 for Small Business

Navin Ganeshan, @NganeshanNetwork Solutions

John Jantsch, @DucttapeDuct Tape Marketing

Navin Ganeshan, @NganeshanNetwork Solutions

John Jantsch, @DucttapeDuct Tape Marketing

Why market on mobile?Why market on mobile?

They’re looking for you•35% of all searches are mobile users looking for local businesses

Your customers are on mobile•Mobile internet usage grew to 120M in 3 years

•Half of all US adults will use mobile for

purchasing decisions by 2014

They’re ready to buy•82% of local searches result in action – call/visit/sale

•61% of local searches result in purchase

• Native app or Mobile-Web• DIY Prices from $299• For content-providers (e.g. bloggers)…

• A great way to build loyalty• And monetize content

• …but for most SMBs, • Creates more marketing challenges than it solves

Check outSwebAppsAppMakrAppBreederMobileRoadieGoogle AppInventor

Check outSwebAppsAppMakrAppBreederMobileRoadieGoogle AppInventor

Bottom Line

Inexpensive to try, but pointless for most small businesses

Bottom Line

Inexpensive to try, but pointless for most small businesses

Custom AppsCustom AppsCustom AppsCustom Apps

Paid Search & Display AdsPaid Search & Display AdsPaid Search & Display AdsPaid Search & Display AdsExtending Pay-Per-Click to mobile is simple •Specifying your location automatically places it on a map

Check outGoogle Adwords ExtensionsApple iAdsWhere.Com

Check outGoogle Adwords ExtensionsApple iAdsWhere.Com

Bottom Line

Current models cost-prohibitive, but future is bright

Bottom Line

Current models cost-prohibitive, but future is bright

Display ads only cost-

effective for large

brands/campaigns•Typical iAds cost is >$0.5M

Future models look promising•Simple pricing ~$30/mo

•Ability to target hyper-locally and in real-time

SMS / Text MessagingSMS / Text MessagingSMS / Text MessagingSMS / Text Messaging• Strong growth in consumer adoption

• 98% of phones are texting-capable, 6 trillion msgs in 2011

• High response rate• 90% of text messages are read

• Helpful customer communication channel

But…

• Lacking in context• Spam will limit marketing appeal Check out

MobileStormExpressTextCallFireOptitConstantContact

Check outMobileStormExpressTextCallFireOptitConstantContact

Bottom Line

Unsuitable for generating leads, but useful for service and loyalty

applications

Bottom Line

Unsuitable for generating leads, but useful for service and loyalty

applications

Check-Ins/Gaming AppsCheck-Ins/Gaming AppsCheck-Ins/Gaming AppsCheck-Ins/Gaming Apps• Rewards-based Apps – ShopKick,

CheckPoints• Check-in/networks - FourSquare,

GoWalla• Profiles - Facebook/Google Places,

Deals• Mostly free

Bottom Line

Claiming/enhancing profile helps, but managing incentives takes more effort

Most effective are still the Most effective are still the basics…..basics…..

Most effective are still the Most effective are still the basics…..basics…..

SearchEnsuring that you’re found by those looking for you

&Discovery

An efficient interface for them to engage with you

SearchSearchSearchSearch• Searches done on Engines, Maps,

Directories/apps

• Mobile SEO matters• Optimize for bounce rate, load time• Use mobile style-sheets, mobile sitemap

• Claim your profile on directories• Improves your rank and chances of being found• Monitor data quality – phone number, address• Mostly free, but paid services make it easier

Bottom Line

Optimizing for mobile search is the single most important act of mobile

marketing

Discovery & EngagementDiscovery & EngagementDiscovery & EngagementDiscovery & EngagementDo…•Build a mobile site (DIY)

• Use leverage existing website content• Use intelligent URL redirection• Provide 1-click links for Click-to-Call,

Maps, Hours, reservations

•Enhance content on review sites• Add enhanced content, photos• Monitor reviews, provide responses

Don’t…•Focus excessively on aesthetics•Market a separate mobile URL

Check outNetwork SolutionsDudaMobile

Check outNetwork SolutionsDudaMobile

Bottom Line

Make it simple for customers to discover and act after searching and

finding

Trends & Technology to Trends & Technology to watchwatch

Trends & Technology to Trends & Technology to watchwatch

• Near Field CommunicationNew wireless technology that will make mobile commerce frictionless

• ISIS (Carrier-billing)Single point of billing for all mobile purchases

• Further convergence of Social, Local, MobileContinuing rapid innovation (and disruption)

• HTML5 Blurring the line between native apps and mobile-web

Q & AQ & AQ & AQ & A

Thanks!Thanks!Thanks!Thanks!• Come by our nsMobile Lounge

#109 @ #BWENY

• Download our Mobile Marketing eGuide

• Join us at NYC404, meet Gary Vaynerchuck