6 things you need to know about the impending mobile marketing explosion

8/3/2019 6 Things You Need to Know About the Impending Mobile Marketing Explosion

1/14

6Things You Need to Know About theImpending Mobile Marketing ExplosionLogMyCalls.comLogMyCalls is a service of ContactPoint1664 S. Dixie Dr. Suite H-107St. George, UT 84790

Phone: 855-889-3914Twitter: @LogMyCallsFacebook @LogMyCalls


2/14

6Things You Need to Know About the Impending Mobile Marketing Explosion

11664 S. Dixie Drive, Ste. H-107, St. George, UT 84770 | 866-811-8880 | www.logmycalls.com

LogMyCalls is a service of ContactPoint | www.contactpoint.com

Contents

Introduction.. 2

I. MASSIVE Opportunity for Growth 3

II. Mobile Marketing is Scary Effective.... 4

III. Why is Mobile Marketing So Effective?............................................... 5

IV. A Phone Call: The Goal of Mobile Marketing.... 7

V. Local Search and Mobile Marketing.. 9

VI. Remarketing Is EASY..... 11

Get Ready. 12

Additional Resources.... 12

About LogMyCalls... 13


3/14




Introduction

Lets talk about movies.

Right before an asteroid hits, a nuclear weapon blows up, aliens attack or a

mega-tsunami strikes, there is a standard scene: government and military

officials crowded in a Situation Room of some sortperhaps on Air Force One,

perhaps at NASA, perhaps in the White Houseanticipating this massive,

remarkable, world-changing event.

The tension and anticipation preceding this world-changing event is palpable.

Something really, really big is about to happen. The actors feel it. People in the

theater feel it.

An explosionan eventis about to unfold. The rest of the movie will bedefined by this event.

Thenit happens. With a flash of blinding light the movies world is never the

same.

This is similar to how the marketing world feels about mobile marketing right

now. Everyone is on the edge of their seats. Theyre preparing, waiting, and

strategizing.

The fuse is lit. The explosives have been prepared and charged. Mobile

marketing is about to blow up.

Research shows clearly that marketers have not yet scratched the surface of the

mobile marketing boom. In many ways, no one fully comprehends how big it

will be. Heres a snapshot of the possibilities: by 2016 analysts from Morgan

Stanley project that over 10.6 billion dollars will be spent on mobile marketing

in the U.S. alone.

Thats 4 years from now.

The purpose of this White Paper is simple. We want to prepare you for the

coming mobile marketing explosion and aftermath. We are going to discuss sixcritical things you need to know to get ready.

Mobile marketing is the holy gr

advertising that is still elusive to

many.Mobile Inqu

0

2

4

6

8

10

12

$Billion

USA Mobile Ad Spend

(Billions)

Morgan Stanley,


4/14




I.Massive Opportunity for GrowthThe first thing you need to know is this: the boom hasnt even really started. We

likely dont comprehend what mobile marketing will look like in 10 years or 20

years.

You might be saying: What are you talking about? Mobile marketing has

already exploded. It is already huge.

Youre right. It is.

Mobile marketing spend increased by roughly 150% in 2011. Around 2 billion

dollars were spent on mobile marketing in 2011. Mobile marketing is big now,

but the most exciting thing about mobile marketing is how big it isnt.

The mobile marketing boom hasnt really even begun at all.

Why do we believe this? Well, there are several reasons. Here is a couple:

Mobile Marketing is Not Yet a Priority

Even though mobile marketing is currently very important, it still only

represents less than 4% of the total global ad spend. Think about that!

Marketers arent even prioritizing mobile marketing! It has not yet reached

mainstream status.

What will happen when it becomes 7% of ad spend, 10%, or even 25%?

A Majority of People Dont Yet Own Smart Phones

Nielsen recently released a report that shows 43% of all U.S. mobile phone

owners use smartphones. Now, certainly that is a sizable group. But that means

the majority of Americas still dont own a smart phone.

The implications here are simple and staggering: mobile marketing has a great

deal of room to grow. 57% of mobile phone users are a totally untapped by

mobile marketers, because 57% of mobile phone users dont even own

smartphone!

Eventually, they will.

Heres the point: while it seems that mobile marketing is already popular, we

are not even scratching the surface of its potential. Mobile marketing right now

We are rapidly getting to the po

where the single most importan

medium that people have is the

wireless device. It's with them e

single moment of the day. Its

genuinely the convergence box

everyone has been talking abou

so many years.

Andrew Robertson, C


5/14




is like Michael Jordan during his rookie year in the NBAjust at the edge of an

enormous period of utter and complete domination.

How-To Prepare You should begin refining your branding, messaging and technology to

fit into smaller spaces, to be readable, usable and enjoyable in a mobile

world. This means developing apps and mobile-specific websites.

Additionally, begin implementing tools that measure your mobilemarketing metrics. How many calls is your mobile marketing

generating?

Embrace HTML5 immediately. Many smartphones, the iPhone inparticular, do not support Flash or even JavaScript. It is time to move to

technologies that can be supported on ALL mobile devices. This will

mean changes to your advertisements, websites, landing pages, videos

and offers. It means that SaaS applications will need to be usable on

mobile devices.

Yep, youre going to need to talk with your developers.

0

500

1000

1500

2000

2500

InternetUsers(MM)

Mobile vs. Desktop

Internet Users

Mobile Internet Users

Desktop Internet User

Mobile

Desktop

Morgan S


6/14




II. Mobile Marketing is Scary Effective

Does mobile marketing work? The answer is simple: yes!

Mobile marketing is, frankly, different. Its response rates and success rates are

astronomically higher than any other method of marketing ever seen before. Let

me be perfectly clear: in terms of immediate response, no marketing method

ever compares to mobile marketing. Consider these statistics:

Mobile coupons are redeemed 20% of the time, while traditionalcoupons are only redeemed 2%. Thats easy math: Mobile coupons have

10 times greater redemption rate! (Source: Borrell Associates, 2011)

70% of all mobile searches result in action within one hour(Source:Mobile Marketer) By way of comparison, 70% of online ads lead to

action within one month. 74% of smartphone users use their phone to help with shopping

(Source: Google)

90% of mobile searches lead to action, over half lead to purchase(Source: Mobile Marketer)

Think about some of those statistics! They are stunning.

How to Prepare

Because mobile consumers expect immediate access to companies andtheir products, businesses should begin to improve access to products

and offerings. This means making product descriptions and pricing

models simpler, easier to understand and more direct.

Businesses should add click-to-call functionality on their website andensure that a human being (not an IVR) is there to answer the phone

when a call is made.

Shorten the steps to purchase. Make the purchasing process as simpleas possible. Would someone be able to navigate your website and make

a purchase on their smart phone?

0%

5%

10%

15%

20%

25%

Traditional

Coupons

Mobile

Coupons

RedemptionRate

BorrellAssociates,

A

Action

Taken

90%

Mobile Search

Reponse Rate

Mobile Marketer,

Mobile marketing allows you to

into your target audience, direc

easily and effectively.

RDZ M

Coupon Redemption Rat


7/14




III. Why is Mobile Marketing So Effective?

To adequately prepare for the explosion, you need to know whymobile

marketing is so effective. What are the reasons it dwarfs other forms of

marketing in effectiveness, ROI and efficiency?

Mobile marketing is effective because it shortens the lead cycle in an almost

incomprehensible way. It compresses everything. In a traditional marketing-to-

sales process, the sales funnel is weeks, or months long. Mobile marketing cuts

that time exponentially. Someone can search for a product or service on their

smartphone and then, immediately and with one finger tap, call you.

The entire lead process, the entire sales funnel, takes mere seconds.

Additionally, mobile marketing is effective because smartphone users have alove affair with their phone. In fact, 91% of smartphone users have their mobile

phone within arms reach 24/7 (Source: Morgan Stanley), and lost mobile

phones are reported within 68 minutes while lost wallets are reported, on

average only after 26 hours! (Source: Unisys).

No other form of marketing can claim to have access to a potential customer

91% of the time. Mobile marketing is effective, in part, because we are obsessed

with our smartphones.

How to Prepare

Focus on 24/7 availability. Begin creating systems that fulfill yourprospects needs whenever they search for you. This doesnt mean that

you have to be personally available 24/7 (though with scheduled call

routing features in products like LogMyCalls, you could be). This does

mean that you need to respond to inquiries quicker than ever before.

Remember, mobile customers demand immediacy. They dont want to

hear, Please call us back during regular business hours, when they

click-to-call from their cell phone. Instead they should be directed to a

website that can answer their questions or to a voicemail message that

attempts to answer questions they may have.

Shorten response times across the board. Talk time on a cell phone ismoney. If you leave customers on hold for too long, draining their

battery and using valuable minutes, they are going to be annoyed.

Mobile customers demand immediacy. Draining their battery while

sitting on hold will leave a bad impression that may never recharge.

0

5

10

15

20

25

30

Wallet Mobile

Phone

Hours

Time to Report a Lost

Wallet vs. Mobile Phon

Unisys, 2


8/14




IV. A Call: The Goal of Mobile Marketing

The fourth thing you should know about mobile marketing before the explosion

is this: the goal of every mobile marketer is (or should be) to produce a phone

call.

Why should mobile marketers seek to produce a phone call in every case? There

are several reasons, here are three:

First, because close rates are 60% to 70% higher with a phone call than with a

click-through or an email or even a web visit. You are more likely to close a deal

and make a sale when someone calls. Weve written on this extensively

elsewhere.

Second, because mobile marketing lends itselfseamlesslyto producingphone calls. Whether a customer finds your business via local search, text

message, banner, PPC, or couponit all happens on a smartphone. All it takes to

make a call is a simple tap of a finger. One tap, and the phone is ringing.

Third, phone calls produced via mobile marketing are not only remarkably easy

to produce; they are remarkably easy to track. For instance, Google Adwords

mobile campaigns require that a phone number be placed in the ad. Google will

then track how many people tap that number and call your business. They show

you this information in concert with other Google Analytics data.

Other call tracking tools, likeour LogMyCalls application, take it one step fartherand allow you to measure calls from every mobile marketing sourcePPC, SMS,

mobile search, banner ad, coupon, or business listing. All of the call data

quantity of calls, which methods are producing them, and who is callingis

integrated within Google Analytics. Additionally,LogMyCallsrecords the calls

and provides tools for businesses to score the leads they receive from each

mobile marketing source. Mobile marketers should seek to produce phone calls,

in part, because those calls are ridiculously simple track.

The bottom line here is simple: include phone numbers with all mobile

marketing you do. Make sure a phone conversation is only a finger tap away.

How to Prepare

Adopt a call tracking application or service. These applications willbridge the gap between the online and offline world and give you

analytical insight into whats happening on the phone. The goal of every

The entire goal of a mobile mar

campaign should be a phone ca

increase your chances of closin

deal if they call.

Jason W
http://logmycalls.com/?utm_source=White%2BPaper%2BMobile&utm_medium=White%2BPaper%2BMobile&utm_campaign=Content%2BProductionhttp://logmycalls.com/?utm_source=White%2BPaper%2BMobile&utm_medium=White%2BPaper%2BMobile&utm_campaign=Content%2BProductionhttp://logmycalls.com/?utm_source=White%2BPaper%2BMobile&utm_medium=White%2BPaper%2BMobile&utm_campaign=Content%2BProductionhttp://logmycalls.com/?utm_source=White%2BPaper%2BMobile&utm_medium=White%2BPaper%2BMobile&utm_campaign=Content%2BProductionhttp://logmycalls.com/?utm_source=White%2BPaper%2BMobile&utm_medium=White%2BPaper%2BMobile&utm_campaign=Content%2BProductionhttp://logmycalls.com/?utm_source=White%2BPaper%2BMobile&utm_medium=White%2BPaper%2BMobile&utm_campaign=Content%2BProductionhttp://logmycalls.com/?utm_source=White%2BPaper%2BMobile&utm_medium=White%2BPaper%2BMobile&utm_campaign=Content%2BProductionhttp://logmycalls.com/?utm_source=White%2BPaper%2BMobile&utm_medium=White%2BPaper%2BMobile&utm_campaign=Content%2BProduction


9/14




mobile marketing method should be a phone call. You need to measure,

record and manage these phone calls in a way that optimizes your

marketing and sales performance. Were, of course, partial to

LogMyCalls. It offers features no other tool on the market has.

However, any call tracking solution is better than none.

Track what happens after someone answers the phone as diligently asyou track your marketing analytics. What happens after the phone rings

is often forgotten by marketers. This should not be. The mobile

marketing world is re-enthroning the phone calls as the principal way

customers reach out to businesses. Because of this, phone

performancesales skills and customer serviceare just as importance

as marketing effectiveness.


10/14




V. Local Search and Mobile Marketing

We should be clear, mobile search and local search are not the same thing.

People can (and often do) perform local searches on regular computers.

It is critical to understand, however, that the vast majority of searches done on

mobile phones produce local results FIRST.

Google dominates roughly 98% of the mobile search market. And Google clearly

favors returning local results first on a smartphone. Their assumption is simple

and usually accurate: people are looking for products near them.

Now, this is not a White Paper about local search. However, it is vital to

understand the basics of local search to truly grasp the potential of mobile

marketing.

When someone searches spa Portland or tires Boston on their computer, a

list of local businesses with phone numbers and addresses appear. However,

search engines prioritize local search results are even more on a mobile phone

searches. When you conduct a Google search on your mobile phone you

generally dont even have to type in your location to produce local results.

Simply search tires or spa on your mobile phone and Google will give you a

list of local businesses. (Google knows where you are.)

So, while mobile search and local search are not the same thingper se, they are

inextricably intertwined.

During the 2011 Christmas season, 37% of U.S. consumers used a smartphone to search for product and make local purchases. (Source:

Consumer Research)

90% of people who find a business via local search either call or visit.(Source: comScore)

86% of Internet users will search for a local business at some point intime. (Source: Kelsey Group)

73% of activity online is related local content. (Source: Google) 61% of local searches result in purchases. (Source: comScore) 97% of internet users search for local businesses online. (Source:

Google)

90% of mobile searches lead to action, over half leading to purchase.(Source: Google)

The elephants are moving, with

Google and Facebook focused o

their Places products. Consume

turning to mobile devices to org

their lives.

BostI


11/14




70% of mobile search lead to action within one hour. 70% of onlinesearches lead to action within one month (we used this statistic earlier,

but it is awesome). (Source: Mobile Marketer)

The biggest question is this: How do you take advantage of local search?

For many businesses claiming a free Google Places listing is sufficient. Other

businesses need more help to optimize their Google Places listing and gain

traction with apps like Foursquare, Yelp and other location based search

directories.

Stunningly, Google says that only 22% of businesses have claimed their Google

Places listing. And far fewer than that have optimized them and are using phone

tracking numbers and tools likeLogMyCalls to measure how many calls their

listing is generating.

The salient point here is simple: any business that fails to utilize mobile search

will be destroyed by the impending mobile marketing explosion. If someone

cant find you on their mobile phone, you dont exist.

How to Prepare

Get your Googles on. Get your local search act together. Google ownssearch on smartphones. (They also dominate mobile advertising

through the acquisition of AdMob.) If you are not making it easy for

customers to find you via local search, Youtube, Google+ and GooglePlaces, you will lose business to your competitors who are.

Prepare your frontline to handle mobile callers differently. Can I getyour number in case we are disconnected? is an example of a way to

reach back out to mobile prospects in case of a disconnect. Implement

marketing automation that sends a thank you text message to mobile

callers and offers them something special just for calling. LogMyCalls

can do that for you.

Businesses Claiming the

Google Places Listing

Claimed

22%

Unclaimed

88%

G
http://logmycalls.com/?utm_source=White%2BPaper%2BMobile&utm_medium=White%2BPaper%2BMobile&utm_campaign=Content%2BProductionhttp://logmycalls.com/?utm_source=White%2BPaper%2BMobile&utm_medium=White%2BPaper%2BMobile&utm_campaign=Content%2BProductionhttp://logmycalls.com/?utm_source=White%2BPaper%2BMobile&utm_medium=White%2BPaper%2BMobile&utm_campaign=Content%2BProduction


12/14




VI. Remarketing Is Easy

The sixth thing you need to know about mobile marketing before it blows up

and takes over the known universe is that remarketing via mobile is amazingly

simple.

Why? Because you have their phone number!!

Every sales manager will tell you that finding a cell number is vital to reaching a

prospect. Sales reps love to have cell phone numbers. And with mobile

marketing, by its very nature, you always do.

How-To Prepare

There is no need for cookies and expensive display advertising toremarket to prospects. If someone taps a phone number and calls

you, tools likeLogMyCallsautomatically send a text message

directly to them with a customizable offer, a coupon or information

about what theyve just asked about.

As we established earlier, 91% of people have their smartphones with them

24/7. That means you have access to remarket via text message or phone call

almost all the time.

The mobile remarketing possibilities are endless.

SMS should be the backbone of

mobile marketing strategy due

widespread use and user-activi

penetration.

MobileDemyst
http://logmycalls.com/?utm_source=White%2BPaper%2BMobile&utm_medium=White%2BPaper%2BMobile&utm_campaign=Content%2BProductionhttp://logmycalls.com/?utm_source=White%2BPaper%2BMobile&utm_medium=White%2BPaper%2BMobile&utm_campaign=Content%2BProductionhttp://logmycalls.com/?utm_source=White%2BPaper%2BMobile&utm_medium=White%2BPaper%2BMobile&utm_campaign=Content%2BProductionhttp://logmycalls.com/?utm_source=White%2BPaper%2BMobile&utm_medium=White%2BPaper%2BMobile&utm_campaign=Content%2BProduction


13/14




Get Ready

Sometimes marketers get hyped about a new fad or trend that will supposedly

change the game forever; then nothing dramatic changes, or the changes dont

matter.

Mobile marketing is different. It is going to explode. As the world becomes

increasingly reliant on smart phones and demands instant information, useful

search results and actionable business intelligence, mobile marketing is going to

annihilate other marketing methods that have been around for far longer.

Mobile marketing will become more specific, more targeted, more immediate

and more powerful than it is even today.

Get on board or get swept away.

Estimates show that by 2016 mobile marketing will account for 15.2 percent of

global online ad spend to become a 22.4 billion dollar piece of the marketing

pie.

Experts believe that between 60% and 70% of Americans will have smartphones

by 2016. The mobile audience will become increasingly savvy, increasingly

focused and increasingly ready to buy immediately.

The mobile marketing boom is just beginning. The fuse is lit. The explosion is

next.


14/14




Additional Resources

LogMyCalls Mobile Marketing Statistics

mobiThinking Globile Mobile Stats

The Differences between Mobile and Desktop

SEO Domain Structure on Mobile Devices

The Future ofPaid Mobile Advertising

About LogMyCalls

LogMyCallsis a smarter call tracking solution, an inexpensive tool for businesses

seeking to optimize marketing and sales performance. These toolsphone call

tracking, call recording and call performance scoringallow businesses to

determine which advertising methods are effective and improve their ability to

secure business over the phone. LogMyCalls is on a mission to measure and

then unleash the extraordinary power in every customer contact. For more

information, visitLogMyCalls.com or call 866-811-8880.

Email: [email protected]

Phone: 866-811-8880

Twitter: @LogMyCalls

Facebook: @LogMyCalls
http://logmycalls.com/blogmycalls/179-awesome-mobile-marketing-statisticshttp://logmycalls.com/blogmycalls/179-awesome-mobile-marketing-statisticshttp://mobithinking.com/mobile-marketing-tools/latest-mobile-statshttp://mobithinking.com/mobile-marketing-tools/latest-mobile-statshttp://seo%20%20%20http/searchengineland.com/what%E2%80%99s-the-difference-between-mobile-desktop-seo-89862http://www.onbile.com/info/seo-domain-structure-on-mobile-devices/http://paidcontent.org/article/419-facebook-may-not-be-into-mobile-ads-yet-but-plenty-of-others-are/http://logmycalls.com/?utm_source=White%2BPaper%2BMobile&utm_medium=White%2BPaper%2BMobile&utm_campaign=Content%2BProductionhttp://logmycalls.com/?utm_source=White%2BPaper%2BMobile&utm_medium=White%2BPaper%2BMobile&utm_campaign=Content%2BProductionhttp://logmycalls.com/?utm_source=White%2BPaper%2BMobile&utm_medium=White%2BPaper%2BMobile&utm_campaign=Content%2BProductionhttp://logmycalls.com/?utm_source=White%2BPaper%2BMobile&utm_medium=White%2BPaper%2BMobile&utm_campaign=Content%2BProductionhttp://logmycalls.com/?utm_source=White%2BPaper%2BMobile&utm_medium=White%2BPaper%2BMobile&utm_campaign=Content%2BProductionhttp://logmycalls.com/?utm_source=White%2BPaper%2BMobile&utm_medium=White%2BPaper%2BMobile&utm_campaign=Content%2BProductionhttp://paidcontent.org/article/419-facebook-may-not-be-into-mobile-ads-yet-but-plenty-of-others-are/http://www.onbile.com/info/seo-domain-structure-on-mobile-devices/http://seo%20%20%20http/searchengineland.com/what%E2%80%99s-the-difference-between-mobile-desktop-seo-89862http://mobithinking.com/mobile-marketing-tools/latest-mobile-statshttp://logmycalls.com/blogmycalls/179-awesome-mobile-marketing-statistics

6 things you need to know about the impending mobile marketing explosion

Documents