mobile marketing intro-flagstaff_chamber_cafe-mar2012

why do i need it& how do i get started

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a Flagstaff “Chamber Café” WorkshopMarch 21, 2012

mobile marketing

agenda

• background #’s & trends

• content

websites & landing pages

• tools

analytics, 2-d barcodes & sms/text messaging

• how to start

• demos & specific challenges

mobile marketing

graphic from Media in Motion

Mobile Marketing is a set of practices that enables organizations to communicate and engage with their audience in an interactive and relevant manner through any mobile device or network.

~ Mobile Marketing Association

NO YES

history

phone #’sphones owned

all high income

text w/phone

new phones purchased

search w/phone

40%

75%

73%

80%

33%

web enabled

other

much higher percentage for 14-25 year olds

up 400% in past year40% of mobile searches are local50+% take action within one day(call or visit business)

50% of web traffic from mobile in 2013

missed opportunitysmall business w/o mobile

website

total internet searches per month

33% are from mobile

40% of mobile are local

50% take an action

25% buy product/service

average sale

potential revenue missed

1,000

330

132

66

17

x $35

$595

per month

($7,140/yr.)

other #’s | trend

200 MM mobile users2x more than desktop-only

mobile = 50% 0f active usersmobile = 40% of tweets

1.5 MM new users each monthsubscribe via mobile

100 million viewsvia mobile each day

Location-Based Services (LBS)• Foursquare, Gowalla• Facebook Places• ShopKick, Loopt, SCVNG

Local Directories (100’s)• Google Places, Bing, Yahoo!• Ask.com, AOL• Where, Yelp, Merchant Circle• City Search, YellowPages.com

40% of mobile searches are local

60% of local searches take action within a day (calls or visits the business)

benefits

Omnipresentmobile phones are inexpensive and are on-person all day & night

Reach98% of text message are read within 15 minutes of receipt. Messages reach users wherever they are.

Immediacymobile communications are immediate for consumers and quick to setup for businesses.

Response RatesAvg. mobile campaign response rates are 12-15% (offers, promos, etc.)email: 3-5% | direct mail: 1%

Interactiveable to create interactive experiences and dialog

Trackablecampaigns are easily to measure and track with analytics and platform services

Personalcontent is targeted to individuals who have opted-in to receive information

Flexiblemultiple test campaigns are easily created and modified quickly

what’s next

• tablet sales growth | video growth | “super-phones”

• near field communications (nfc)

• m-commerce & m-payments

• virtual gift-cards ($11B in 2014)

• enhanced geo-targeting

• increased mobile advertising

• in-home & in-auto integration

• separate marketing campaigns for pc’s, tablets & mobile phones

why do i need it?

consumer’snew all-purpose

communications tool

businessescurrent communication tools

mobile

now future

components

• websites

• landing pages

• applications (apps)

content

tools advertising• 2-d barcodes (qr codes)

• sms/text messaging

• analytics

• seo

• graders

• online directories

• mobile ads – advertisers, (AdWords)

• mobile ads – publishers, (AdSense)

• rich media

various devicessmart-phones,

tablets,iPad, Kindle, etc.

content

websites

custom

free

not this this

websitesbest practices

keep it quick

simplify navigation

be thumb-friendly

design for visibility

make it accessible

make is easy to convert

make it seamless

use mobile site redirects

listen, learn & iterate

make it local

landing pages

• very specific mobile page

• used for a limited time

• changed frequently

• includes a‘call-to-action’ (CTA)

• possible uses• donations• coupon redemption• registration• detailed information

(event, product, etc.)• product purchase

tools

analytics

2-d barcodes1-d barcode

qr code tag code custom tag

2-d barcodes

ideas• product packaging – more info

• multiple, limited time promotional offers

• event passes | loyalty program

• restaurant nutritionals

• event/trade show information

• map/location information (stays on users phone)

• social networking portal

• reduce printed advertising size

• real estate sale information

• walking trail info | historic info

• pre-populate a text message

benefits• free to create; no limit

• small and portable

• able to track scans(how many, when, where)

• flexible - able to change a single code’s content

• can be used in reverse

downsides• codes needs to be visual

• anonymous scans

• initial user learning curve

• users require scanner/web-enabled device

2-d barcodesbest practices

use minimal contente.g. a shortened URLinclude blank-space around code;size at least .75” square (1” better)

inform people how/where to to get scanner:and what they’ll receive after scanning

include sms code for ‘other phones’

optimize content for mobile devices

create compelling content

enhance your brand

scan to view ourmobile website

get scanlife scannergetscanlife.com

long URL short URL

text MAX to

86677(std text msg & data rates apply)

2-d barcodes

plan out your program (integrate with other marketing efforts)

understand your target audience

think about physical placement, (scannable? safety concerns, etc.)

test, test and re-test

verify device capability(images, links, videos, etc.)

temper initial expectations

measure, track and adjust

general usage guidelines

sms/text messaging

how it works

sms/text messagingbenefits

downsides• text service account required

(fee for service; month-to-month)

• initial training required

• significant reach (all phones)

• high redemption rates/very loyal database

• receive contact information

• able to track & segment database

• automated/immediate

• low-tech for users

• multiple uses (operations & marketing)

sms/text messaging

how do i start?

how do i start?stretch your mobile comfort zone• enter text programs

local programs, text-to-vote, national contests)

• scan qr codes(download scanner, scan ads, products, contests, etc.)

• download location-based service & socialmedia apps… claim your business,then use them

• claim your business on online directories:Google Places, Yahoo!, Bing, Ask.com, AOL

to receive Flagstaff Chamber

Announcements & Alerts

text FCOC to 86677(std text msg & data rates may apply)

how do i start?

set up your mobile websiteor a simple landing page

• minimum information(business summary, logo or image, address/map, phone number, email)

• simple business informational siteor blog, with contact info

• create a qr codeintroduce a new product or service, special offer, event information, social network links, menu nutritionals, specific product information, etc.

• use free website service or tap intolocal agency to provide services & insightintegrate marketing efforts, plan future efforts

how do i start?

create a qr code promotion

• announce an event

• new product or service launch

• current product w/specific information ordemonstration video

• share a video (realtors: home tour)

• meeting name tags

• location map & directions

• restaurant: nutritional information, recipes, event information

• increase your facebook ‘likes’ or twitter followers

• helpful tip video(s)

how do i start?

start a sms/text message program

• build loyal customer base

• limited time offers, discounts or promotions

• contest or sweepstakes

• confirm appointment reminders

• early-bird special alerts

• send out text alerts (meeting notices, schedule changes, etc.)

• realtors – get potential buyer information

• poll or survey your customers

• live text feedback

• employee recruitment

recap

stretch your mobile comfort zone

set up your mobile website or a simple landing page

create a qr code promotion

start a sms/text message program

how do I start?

other pre-starters: SO | LO | MO• create (or update) your main internet website• online directories (Google Places) & location-based services

• claim your business• ask customers to submit reviews • monitor reviews and engage with reviewers (good & bad)

• setup social networking accounts• Facebook, Twitter & YouTube

sample process

Overall Objective:______________________________________

Target Audience:______________________________________

Mobile Objective:______________________________________

Other Marketing Efforts:______________________________________

Gather Content (copy, graphics, video, etc.) Create Mobile Landing Page/Site & Integrate with Other Efforts Add Re-Direct Code to Main Website (if required) Create Shortened URL Create QR Code(s) – one for each medium or location Add Mobile Page/Site to Analytics Account Tie-in SMS Program (if available) Initiate Campaign Track, Measure and Adjust

Upcoming Marketing Campaign

demos | challenges

thank you!

max cadman mobile marketing | maxcadman.com | info@maxcadman.com | 928-863-8945