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So far, 2011 is shaping up as the "Year of Mobile." For those of you that agree with the prediction that mobile marketing is finally here, this webinar will explore the key trends and tactics to improve your mobile marketing effectiveness. Kent Lewis, Anvil Media President, will explore how mobile marketing fits into your marketing mix, focusing on mobile web design, local SEO, mobile advertising, location-based services, SMS/e-mail and mobile applications. Register, attend and build a foundation for your mobile marketing strategy.
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Mobilizing Your Marketing Mix
Presented by:Kent Lewis (@KentLewis)President & FounderAnvil Media, Inc.503.260.6700
About Anvil Media
Anvil Media, Inc. is digital marketing agency specializing in search engine marketing services, including search engine optimization, pay-per-click management, online reputation management, mobile & social media marketing services.
Agenda
Mobile Marketing Overview
WebsiteAdvertisingLocation-based ServicesEmail & SMSApps & GamingMeasurementResources
Mobile MarketingOverview
Why Mobile
PersonalTargetedScalableImmediateActionablePortableInteractiveMeasurable
Mobile Marketing: New Frontier
Mobile Marketing: Numberpalooza
US Smartphone Penetration
Popular Mobile Operating Systems
Android (Google)iOS (Apple)Blackberry (RIM)Windows Mobile (Microsoft)Symbian (Nokia)Java (Oracle)BREW (Qualcomm)
Mobile Search Growth
Mobile Search by Type
Websites Visited via Smartphone
Search engine websites
Retail websites
General consumer websites
Review websites, blogs, or msg boards
Finance-related websites
Coupon websites
Magazine websites
77%65%
46%43%
38%26%25%24%24%23%
18%17%
15%14%
Mobile Ad Revenue Expected to Explode
Users Notice Mobile Ads
82% of smartphone users notice ads on their phones
Half of Users Take Action After Seeing Mobile Ad
Apps vs Browsers
Mobile browser Mobile app
Smartphone as Part of the Purchase Process
Mobile Drives Business Transactions
Website
Mobile-friendly Websites
Optimizing for MobileNo Flash & larger buttons (with spacing)Contact information in footerMap & driving directions
Building for MobileWordPress plug-insDesign in CSS (Handheld.css & iPhone.css)Dedicated website (m.company.com)
Mobile-friendly WordPress Website
Quick and Dirty Mobile Site
Google Mobile Site Builder
Advertising
Mobile PPC Advertising: Google
Dedicated Mobile PPC CampaignLocation & Click-to-Call ExtensionsLanding Pages & Conversion Funnel (LiveBall)
Mobile Display Advertising: iAds
A recent study released by Campbell’s showed that iAds were twice as effective as TV advertising, and consumers who say the iAd were four times more likely to purchase the product than those who saw the TV ad
Mobile Display Advertising: AdMob
AdMob (Google) Mobile Ad Network (cross-platform)
Advertisers: extend brand awareness & engagementAgencies: distribution of creative into new channelPublishers: additional monetization of contentApp Developers: monetization platform/model
Alternative Mobile Advertising Platforms
140Proof (by HootSuite)AdMobile
Mobile PPC Management Strategy
Trans-Media Advertising
Used to direct viewers to specific URLQR Codes & Microsoft Tag (square)Digimarc Discover (embedded)
Location-based Services
Location-based Services
Virtual Loyalty/Couponing ProgramsUtilize cellular, GPS, Bluetooth & NFC technologyPopular: Google & Facebook, Foursquare Alt Platforms: Groupon, Yelp! Mobile, GoWallaEmerging: Urban Airship & geo-fencing
Location-based Services
Email & SMS
Poll #5Are your email campaigns mobile-friendly?
Email on Mobile
20% of email sent by retailers is opened on a mobile device
Mobile Email & SMS
Mobile-friendly email platform (ExactTarget)Build or buy SMS platform (MobileStorm)Mobile-friendly content strategyIdeal for market research/surveys (Opiniator)
Mobile Email Delivery Times
Apps & Gaming
Mobile Apps
Mobile Apps
iOS Users More Likely to Pay for Apps
Android App Downloads iOS App Downloads
Portland Mobile Technology Players
Mobile Gaming
SponsorshipProduct PlacementBranded Entertainment Requires Promotion
Mobile Gaming
Measurement
Analytics
Mobile Platforms (AdMob, Bango, Mobilytics)Analytics Platforms (Google, Omniture, WebTrends)Apps (Flurry)Integrated (Unica, Responsys)
Anvil
Media
Mobile Phased Implementation Opportunities
Your
Com
pany
Provide background on current mobile advertising landscape
Evaluate the development of a mobile website versus an app
Detail mobile website best practices
Audit current mobile presence
Prioritize and recommend specific mobile optimization and advertising opportunities
Provide Anvil access to analytics platform
Be available for questions
Review Audit & Plan Provide feedback to
Anvil
Assist in setting up mobile sitemap
Provide list of mobile web and app developers
Setup mobile PPC campaigns Prepare and launch mobile PPC
landing pages Organize and launch mobile
SMS advertising program Develop QR codes for specific
content
Develop mobile specific organic landing pages
Utilize Anvil’s recommendations for mobile website best practices
Provide Anvil with mobile ad creative, if necessary
Develop mobile app, if needed
Provide monthly traffic reports and analysis on mobile traffic
Optimize mobile PPC campaigns
Recommend new mobile ad networks to expand into
Supervise and organize all mobile advertising
Ensure all pages have a mobile optimized version
Provide Anvil with details on upcoming ad campaigns to determine how best to utilize mobile
AdMob PPC Case Study
Challenge: Forkfly needed to drive as many sign-ups for their daily deals program as possible with a limited budget. Users could sign up online or through a mobile application.
Strategy: In conjunction with other online advertising initiatives, Anvil recommended launching AdMob mobile campaigns in which the ads would link directly into either the iTunes app store or Android marketplace where visitors could then download the free app with one click.
Results: * Average CPC on AdMob was 92% less than display advertising on Google AdWord’s display network * Display conversion rate on AdMob was 91% higher than display advertising through Google AdWords
Avg. CPC Down 92%
Conversion RateUp 91%
ResourcesLinksMobile Marketing AssociationeBoogie (list of mobile-friendly websites)Google On Designing Mobile Friendly Websites11 Excellent Solutions for Making Your Website Mobile FriendlyMobile Gaming Insights and Statistics
ArticlesMobilizing for 2011 With a Mobile Marketing Strategy5 Reasons for Brands not to Outsource Social Media MarketingWhy Only Idiots Promote Their Brand’s Facebook Page via Traditional Media6 Social Media Platforms At-a-Glance
WhitepapersThe Marketer’s Guide to Location-Based Social NetworkingThe Marketer’s Guide to Optimizing Your Web Content for Search EnginesThe Advanced Guide to Pay-Per-Click (PPC) MarketingThe Marketer’s Guide to Getting Started with Social Media Marketing
Q&A & Next Steps
Kent Lewis President Anvil Media, Inc.310 NE Failing StreetPortland, OR 97212O: 503.595.6050 x223M: 503.260.6700 [email protected] & Skype: @kentjlewis LinkedIn: kentlewis
Read Anvil’s blog, articles & white papersSubscribe to our newsletter or follow us on
TwitterContact us with questions about mobile
marketing
Upcoming Anvil WebinarsOctober 20th, 2011 –10am PSTConversion Optimization: Increasing revenue through
usability
November 16th, 2011– 10am PSTAdvanced Social Media Strategies, Tactics & Tools
December 14th, 2011 – 10am PSTCompetitive Intelligence: Creating opportunities through
insights
January 18th, 2012 – 10am PSTBrand Management for Hospitality Industry
Find Out More and Register http://www.anvilmediainc.com/search-engine-marketing-webinars
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