How to Get Started in Mobile Marketing

byJamie Turner

Founder of the 60 Second Marketer and

Jeanne HopkinsV.P. of Marketing, HubSpot

Co-authors of “Go Mobile”

Hey, Kids. Here are some nifty tips from the co-authors of

“Go Mobile!”

Gartner predicts that by the end of 2012, the #1 way your customer will access the internet is via

their mobile device. To find out how to get

started in mobile, check out the tips here. Or, better still, buy “Go Mobile,” now available in fine bookstores

(and a few not-so-fine bookstores) everywhere.

We’re Toast!Daily News

Damn. There goes the neighborhood.

Our story begins on a planet much like earth.

This planet had oceans, plants and humans just like earth. Okay, this planet was earth. But that’s besides the point. The important thing was that earth had a flaming asteroid

hurtling towards it.

Despite the flaming asteroid, it was business as usual back at the office.

Bob’s big presentation is

today. I hope he laid off the sauce.

He’s been at it for hours.

Are you kidding? It’s 9:00 am already...

We’re going to put your logo on a blimp, then ignite the darn

thing. (Burp.)

Unfortunately, the client was not impressed with Bob’s blimp idea. Huh?

That’s as bad as your ill-fated baby tattoo idea. No wonder

you drink, Bob. Let’s try something else ... like

mobile marketing.

Bob’s blimp idea went down in flames. And so did Bob.

The bad news is she hated the blimp idea. The good news is the

bars in this neighborhood are open 24 hours.

Our company knows nothing about mobile

marketing.

Mary Ellen knew that in order to save the account, the company had to learn about mobile marketing fast. But I know

someone who does.

I’ll call him now.

Meanwhile, in the laboratory of Stone Steele...

Stone. It’s Mary Ellen.

I wonder if this radioactive fluid tastes as good as

it looks.

Ring!!!

Ring!!!

I need your help.

The Super Heroes know everything about mobile

marketing.On another note, can you tell I’ve been working out?

So, Mary Beth ... er, Mary Ellen, it sounds like you’re about to lose the account. I’ll have to call my Super

Heroes to fix this.

We can either save the planet from the asteroid ...

or teach people how to make money with mobile

marketing.

Screw the planet. Let’s teach them how

to get rich quick.Pizza anyone?

Meanwhile, on the Super Hero Space

Station high above the earth’s atmosphere...

After all, you can only learn so much by reading comics by Jamie Turner and Jeanne

Hopkins.

The Green Machine was the first to offer

his advice.

The first step to learning mobile is to get comfortable with it.

Go out and scan a 2D Code, do a Google Voice Search, download an augmented reality app or run a paid search campaign -- just use

the darn stuff.

There are a lot of ways to set up a mobile website. Your web hosting service will have a plug-and-play

approach. And there are many online services that can do it. But building it into your existing site is probably

the best approach.One simple way to do this is to put a line of code on your home page that “sniffs” out the size of the

visitor’s browser screen. If it’s large (say, over 600 pixels), the visitor is directed to the regular site. But if it’s small (under 600 pixels), then the visitor is re-directed to mobile

pages on your site.The “sniffer” approach, while only one option, is a simple way to get

your mobile site up-and-running fast.

The second step is to set up your mobile website, which can

actually be quite simple.

The third step is to do a 2D Code promotion.

Even thought the jury is still out on whether 2D Codes are

a fad or are here to stay, there’s no denying that they’re

a hot topic right now. Since they’re catching on with consumers, try incorporating one into a point-of-purchase poster, a business card, a

direct mail piece or a brochure. Just be sure that the URL you drive people to is 1) designed for a mobile browser, and 2) rewards the consumer for

taking the time to scan your 2D Code.

Generating your own 2D Code is easy. Just Google “2D Code Generator” or use the one on the bottom right

hand side of the 60 Second Marketer blog.

Search is the #1 activity on smart phones.

The fourth step is to run a mobile search campaign.

Running a search campaign on Google, Yahoo or Bing is very easy. Just visit their websites and click on their

paid search links.The good news is that

mobile paid search isn’t as competitive as regular paid

search. So dive on in. After all, if you don’t do a paid search campaign, your

competitors will soon.

Given that, shouldn’t you at

least try a mobile search campaign?

Finally, when you’re ready to hit the big time, try a

mobile display ad.Mobile display ads are sold on a Cost Per Click (CPC), Cost Per Acquisition (CPA) or Cost Per Thousand (CPM) basis. There are plenty of great mobile display services, including iAd (Apple),

Millennial Media (Independent), AdMob (Google) and others.

The bottom line is that mobile display can be a great way for your business to acquire

new customers.

I have nothing relevant to say. I’m just standing here

because I look good in tights.

Once again, you’ve made me look good. So good, in fact, that tomorrow night I have a date with Mary Beth ... eh,

Mary Ellen.

Alright already, you’re going to get some action. Whatever.

NOW can we order the pizza?

After a lot of hard work, the Super Heroes had

accomplished their task -- teaching the corporate world

how to make money with mobile marketing.

Meanwhile, back at the office... Stone can’t seem to remember my name.

Maybe he’ll remember it once he sees my

tattoo.

But wait, there’s more!

About the Co-Authors:Jamie Turner is the Founder of the 60 Second Marketer and the co-author of “How to Make Money with Social Media” and “Go Mobile.” He can be seen regularly on CNN and HLN on the topic of social and mobile media.Jeanne Hopkins is the V.P. of Marketing for HubSpot and the co-author of “Go Mobile.” She is responsible for driving 45,000+ leads per month into HubSpot and has been named one of the top lead management executives in the U.S. by the SLMA.

Additional Statistics on Mobile Marketing• There are 271 million mobile subscribers in the US.  

Charts Bin• There are five times as many cellphones in the world

as PCs.  Impiger Mobile• The average person has their cellphone within reach

14 hours a day.  Impiger Mobile• 90% of text messages are read within 3 minutes of

being delivered.  Singlepoint• 9 out of 10 mobile searches lead to action, over half

leading to purchase.  Google

Hey, kids. Don’t forget to look for “Go Mobile”

at your favorite bookstore or online

retailer.

Additional Statistics on Mobile Marketing• There are 271 million mobile subscribers in the US.  

Charts Bin• There are five times as many cellphones in the world

as PCs.  Impiger Mobile• The average person has their cellphone within reach

14 hours a day.  Impiger Mobile• 90% of text messages are read within 3 minutes of

being delivered.  Singlepoint• 9 out of 10 mobile searches lead to action, over half

leading to purchase.  Google• 79% of smartphone users use their phone to help

with shopping, with 74% ultimately making a purchase as a result.  Google

• Mobile coupons receive 10x higher redemption rates than print coupons.  Borrell Associates

• 70% of mobile searches lead to action within one hour, as opposed to online searches, 70% of which lead to action within 1 month.  Microsoft

• The Weather Channel reports some of their advertisers receive 6- 7 times higher click through rates on mobile than on the desktop version.  Ogilvy

Hey, kids. Don’t forget to look for “Go Mobile”

at your favorite bookstore or online

retailer.