How to Get Started in Mobile Marketing

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

Follow Jamie on Twitter @AskJamieTurner

How to Get Started in Mobile Marketing

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

• Consult with small, medium and large businesses on how to use social and mobile to grow sales and revenues

Contact Rina Cook at 404-233-0332 or Ramon Larkin at 913-648-8333

Contact Jerry Gentemann at 404-233-0332

Let’s Kick Things Off

The hashtag for today’s event is #GoMobile

60SecondMarketer.com/GoMobileChapter


Mobile Media Facts and Figures


• There are 6.8 billion people on the planet. 4.0 billion own a mobile phone. Only 3.5 billion own a toothbrush

• The growth rate of the iPhone was 10 times faster than the growth rate of AOL

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


• Mobile coupons generate 10 times the redemption rate of traditional coupons

• 70% of all mobile searches are acted upon within an hour vs. 30% of all traditional searches

• Research indicates that if someone leaves home without their wallet, they keep going. If they leave without the mobile device, they turn around

How Businesses are Using Mobile Marketing to Grow Revenues


• 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

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%)

How to Set Up a Mobile Website

Mobile Website

Standard Mobile

Mobile Websites: The Essential Things You Need to Know

• Automated Systems• GoDaddy

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

• Third party agencies or design firms

• Mobilize Worldwide• BKV



Mobile Websites: The Essential Things You Need to Know

• Get inside the mind of your customer -- they’re mobile

• Analyze your customer’s though sequences

• Reduce the number of design elements

• Design for speed• Design for multiple devices• Visit WebsiteGrader.com to

test your mobile site


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

Short Message Service• According to CTIA.org, text

messages are read within 4 minutes of receipt, as opposed to 48 hours for email

• Wikipedia reports that there are 4 billion texts sent daily, compared with 2.9 billion Google searches daily

• The data from an SMS or MMS campaign is easy to track, making ROI calculations a piece of cake

Multimedia Message Service

• What can you send via MMS?• Images• Text• Audio• Animations• Video


5 Key Elements of an SMS/MMS Campaign

• The Keyword: The word users text in to the shortcode. Typically 8 characters or fewer

• The Short Code: The 5-digit code (or phone number)

• The Call-to-Action: Test your way to success by running an A/B split test (e.g., “free trial” vs. “free audio book”)

• Supporting Media: The ad, poster, commercial that promotes the campaign

• Response: The follow-up message

Mobile Display Ads

Mobile Display Ads

• Planned and bought through an ad agency or via mobile advertising network

• Popular networks include iAd (Apple), Millennial Media (Independent), Ad Mob (Google) and others

• Sold on a Cost Per Click (CPC), Cost Per Acquisition (CPA) or Cost Per Thousand (CPM) basis

Mobile Display Ad Options

• User clicks ad, which then uses GPS technology to identify location and direct them to nearest store

Source: MobClix

Mobile Display• User is encouraged to add company contact information into their

contact list

Source: MobClix

Mobile Display

• Users are encouraged to email promotional offers to themselves and to friends

Source: MobClix

Mobile Paid Search

Is Mobile Paid Search Right for You?

• Traditional paid search is perfect for lead generation, e-commerce and products that require in-depth research

• Mobile paid search is perfect for quick information on low-consideration products or services

• 70% of searchers complete their task within 1 hour, compared with 30% for desktop (MobileMarketer)

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

Essential Things to Know About Mobile Paid Search

• Voice search is increasingly important• Use Google’s mobile keyword tool

(not their regular keyword tool)• Separate your regular desktop search

from your mobile search campaign• Be sure to add mobile-oriented terms

to your keyword list: Locations (e.g., “Pizza Hut Locations”), Addresses (e.g., “Wal-Mart Location Peachtree Street”), Zip Codes (e.g., “UPS store locations near 30342”) and Urgency Terms (e.g., “Plumbing Emergency)

• Target different ads by carrier to see if users act differently

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

Location-Based Marketing Overview

• Location-Based Services• Near Field Communications

• Bluetooth Marketing• Location-Based Advertising

http://youtu.be/ITjsb22-EwQ



Location-Based Services

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

Location-Based Marketing: The Essential Things You Need to Know

• Address consumer confusion

• Provide clear opt-in instructions

• Explain what to expect• Test the campaign before

deploying• Make it worth their while

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

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: NielsenThe hashtag for today’s event is #GoMobile

Augmented Reality Apps

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• 2D codes can be used to

deepen relationship with audience

• Come in many formats: QR Codes, Datamatrix, EZ Code, Microsoft Tag, SPARQCode and ScanLife

• 2D code reader can be downloaded from SPARQ.it

2D Codes

1. Marketer generates 2D code

2. Marketer deploys 2D code

3. User scans 2D code 4. User driven to promotion

5. Marketer collects data

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

Jamie’s Neanderthal Exhibit Photo

Jamie’s High School Yearbook Photo

2D Codes

Google Googles

Google Googles

Contact Rina Cook at 404-233-0332 or Ramon Larkin at 913-648-8333

Contact Jerry Gentemann at 404-233-0332

Mobile Media Action Plan

• Step #1: Mobilize your website

• Step #2: Watch how your competitors are using mobile media

• Step #3: Start using mobile media yourself

• Step #4: Read everything you can about mobile media (start with MobileCommerceDaily.com)

• Step #5: Claim your business on location-based applications

• Step #6: Run a mobile ad campaign

Mobile Media Action Plan

• Step #7: Create a 2D or QR code promotion

• Step #8: Design an iPhone or a Smart Phone app

• Step #9: Encourage interactivity

• Step #10: Integrate

• Step #11: Track your results

• Step #12: Test your way into success

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

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Self Improvement

How to Get Started in Mobile Marketing