Smart Phone. Clever Browsing.
Mobile Marketing Small Business
Edith Yeung | May 2014
Agenda 1. Introduction 2. Marketing 101 3. Why Mobile? 4. Mobile Ecosystem & Landscape 5. Simple Steps to Mobile Marketing 6. To apps or not to apps? 7. Mobile Advertising
@edithyeung
Who is Dolphin?
Dolphin was born Ex-Microsoft engineers frustrated with their mobile
browser, got together and built Dolphin for Android. (July, 2009)
Launched Dolphin Gesture World’s first Gesture browser enables users to customize their own gesture and shortcuts. (May, 2010)
1,000,000 First 1M users achieved (July, 2010)
10,000,000 First 10M users achieved (Nov, 2011) Launched Dolphin Sonar
World’s first voice-enabled browser. You can now talk Dolphin. (February, 2012)
China Telecom & KDDI Partnership Carriers love Dolphin
Dolphin Milestones
50,000,000 First 50M users achieved (Aug, 2012)
Series A Funding Partner with Sequoia and Matrix Partners
2013 100,000,000 First 80M users achieved (January, 2014)
Delivering the best mobile web experience to the world
Mobile First | Intuitive | Highest Performing
Dolphin’s Solution
Designed for Touchscreens Innovative and intuitive UX design for mobile devices
Integrate Mobile App and Cloud Dolphin integrates all mobile apps & services
Best HTML5 Performance & Compatibility
§ Dolphin leads all other mobile browsers in HTML5 benchmark tests
§ Building our developer community and ecosystem with Dolphin Open APIs
Consistency Across All Screens and Devices § Solving the fragmentation problem
by providing cross-platform consistency for HTML5 developers and users
§ Targeting all leading mobile platforms and screen types (phone, tablet & tv) – enabling our users to access Dolphin everywhere
• #1 About.com Readers' Choice Awards Best iPhone/iPod touch Browser
• #1 The 40 Best Free iPhone and iPad Apps (PC World)
• #2 on Top 100 Android Apps (CNET) • #2 on 10 must have Android apps you
need (PCMAG) • The Best Web Browser for Android
(Lifehacker) • 2012 Top 10 Startups to Watch
(Networkworld) • Top 10 Get Started Apps of 2011-2012
(Applicious) • Top 20 must-have Android Apps (TIME) • Dolphin Browser proves it's ready for an
HTML5 future (Gigaom) • Dolphin is highest performing HTML5
browser (AndroidCentral)
Dolphin in the Press
What is marketing?
Definition: • Action or business of promoting and
selling products or services.
Market Research
Public Rela1ons Social Media SEO &
Website Partner
Marke1ng Branding Event marke1ng
Marketing
We want it and we want it now.
Over 1 billion Android devices have been activated and more than 700 million iOS devices sold
Why Mobile?
Facebook has more then 945 million mobile monthly active users
YouTube generates 40% of its traffic via mobile
eBay generated $20 billion worth of mobile transactions at the end of 2013
88% of mobile search take action within one day (Google)
As of January 2014 90% of American adults have a cell phone 58% of American adults have a smartphone 32% of American adults own an e-reader 42% of American adults own a tablet computer
Your customers use mobile a lot!
Pew Research
Mobile Landscape
Carriers Device Manufacturers! Operating Systems!
Mobile Landscape
Mobile Website
Mobile App
Mobile Ads
Mobile LBS
Places
• Mobile optimized and responsive website on mobile browser
• Build loyalty using your own apps and enable discovery, transactions and payments.
• iAds for iPhone & iPad • AdMob for Android
• Check-in • Rewards loyalty
• Mobile location presence • Starting to offer deals in large metro markets
Lean Mobile Marketing: 3 Easy Steps
Step 1 – Optimize mobile search – Mobile SEO matters on
Google, Yahoo, Bing, Yelp, Foursquare, Shopkick
– Think searches are done on maps, directories/apps, mobile browser
– Optimize mobile search results by updating your business description, phone number, address, photos, etc.
– Mostly free, but paid services make it easier
Google Local
google.com/business/placesforbusiness
Google Local
google.com/business/placesforbusiness
Google Local
google.com/business/placesforbusiness
Yahoo Local
smallbusiness.yahoo.com/local-listings
Bing Local
bingplaces.com
Yelp
biz.yelp.com
Foursquare
business.foursquare.com/
Step 2 – Mobile Optimized Website
– Responsive website – Simple landing page – Simple call to actions
• Click-to-Call • Click-to-Reservation • Click-to-Maps • Click-to-Download • Click-to-Info • Click-to-Purchase • Click-to-get email
– 20% of existing website content
– Test on both Android & iOS – Tools: Strikingly, Weebly,
WIX, Squarespace
Strikingly
Weebly
Wix
Square Space
To apps or not to apps?
Macy’s: Shopping/Shopkick
Starbucks: Purchase & Check Balances
Uber & Lyft: Maps
Square: Take payment anywhere
Wells Fargo: Mobile Transactions
McDonalds: Discounts & Coupons
Mobile Advertising – what to think about? • Location: Zip code / Geo • Time: Time of Day / Day of the Week • OS: Android vs iOS • Devices Type: Samsung Galaxy S4 • Consumers: Age / Gender • Interest: Similar Apps / Categories • Landing page: What is your call to action?
Mobile Ad for Restaurants / Menu
Mobile Ad for Shopping/Email Collection
Mobile Ad for shoes & interactive
Mobile Ad for electronics / buy
Mobile Ad for Entertainment / Tickets
Mobile Ads for Cars / Video
Questions?