how consumers use mobile to engage with brands
DESCRIPTION
Mobile Marketing is being used by more and more consumers to connect with brands. Are you using all the proper tools to connect with your customers via mobile? Find out how in this presentation from Jamie Turner, co-author of "Go Mobile."TRANSCRIPT
Jamie TurnerAuthor, Speaker and Marketing Consultant
Follow Jamie on Twitter @AskJamieTurner
How to Use Mobile Marketing to Get New Customers
Singapore -- April 10th through 12th, 2013London -- June 12th through 14th, 2013
Let’s Get to Know One Another
Introductions
As Seen On
• Co-author of How to Make Money with Social Media and Go Mobile
• Regular guest on CNN and HLN on the topic of social media and mobile marketing
• Consults with small, medium and large corporations
#1 Best-Selling Mobile Marketing Book
Agenda
• How Consumers Make Buying Decisions
• How to Use Mobile Marketing to Connect with Customers
• Applause and Standing Ovation
10 Minutes
Agenda Item Time Allotment
10 Minutes
3 Hours
Mobile Media Facts and Figures
Mobile Marketing 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 (Source: 60SecondMarketer.com)
Tweet these facts by using @AskJamieTurner
Mobile Marketing 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 (Source: 60SecondMarketer.com)
• 93% of those surveyed have their mobile device within arm’s reach 24/7 (Source: Morgan Stanley)
Tweet these facts by using @AskJamieTurner
Mobile Marketing 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 (Source: 60SecondMarketer.com)
• 93% of those surveyed have their mobile device within arm’s reach 24/7 (Source: Morgan Stanley)
• Gartner Group predicts that by 2013 the number one way people will access the internet will be through their mobile devices (Source: Gartner)
Tweet these facts by using @AskJamieTurner
Mobile Marketing Facts and Figures
• Mobile coupons generate 10 times the redemption rate of traditional coupons (Source: Borrell Associates)
Tweet these facts by using @AskJamieTurner
Mobile Marketing Facts and Figures
• Mobile coupons generate 10 times the redemption rate of traditional coupons (Source: Borrell Associates)
• Google has seen mobile searches grow by more than 400% over the past year (Source: Google)
Tweet these facts by using @AskJamieTurner
Mobile Marketing Facts and Figures
• Mobile coupons generate 10 times the redemption rate of traditional coupons (Source: Borrell Associates)
• Google has seen mobile searches grow by more than 400% over the past year (Source: Google)
• Research indicates that if someone leaves home without their wallet, they keep going. If they leave without the mobile device, they turn around (Source: 60SecondMarketer.com)
Tweet these facts by using @AskJamieTurner
Source: Nielsen
Compare prices online while shopping in store (38%)Browsing products through websites or apps (38%)Searching for or using online coupons (24%)Purchasing products (22%)Scanning barcode for price or info (22%)Using location based services to find retail location (18%)
Activities Conducted on Mobile Devices
Source: Nielsen
0
10
20
30
40
Compare prices online while shopping in store (38%)Browsing products through websites or apps (38%)Searching for or using online coupons (24%)Purchasing products (22%)Scanning barcode for price or info (22%)Using location based services to find retail location (18%)
Activities Conducted on Mobile Devices
How Businesses are Using Mobile Marketing to Grow Revenues
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 (QR Codes)
How Businesses are Using Mobile Marketing to Grow Revenues
Google 50%
RIM 8%
Apple 33%
Microsoft 9%
Source: Nielsen
How People Make Buying Decisions
What is the Purpose of Marketing?
How People Make Buying Decisions
How People Make Buying Decisions
Female Brain
How People Make Buying Decisions
Female Brain Male Brain
How to Set Up a Mobile Website
Standard Mobile
Mobile Website
Mobile Websites: The Essential Things You Need to Know
Mobile Websites: The Essential Things You Need to Know
• Be Thumb-Friendly
Mobile Websites: The Essential Things You Need to Know
• Be Thumb-Friendly
• Streamline the Navigation
Mobile Websites: The Essential Things You Need to Know
• Be Thumb-Friendly
• Streamline the Navigation
• Honor Your Brand
Mobile Websites: The Essential Things You Need to Know
• Be Thumb-Friendly
• Streamline the Navigation
• Honor Your Brand
• Test Your 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 doctors to remind patients of appointments
• Used by airlines to update people on flights
Short Message Service• Text messages are read
within 4 minutes of receipt, as opposed to 48 hours for email
• 4 billion texts sent daily, compared with 2.9 billion Google searches daily
Sources: CTIA.org; Wikipedia
Mobile Display Ads
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: Targeting Options
• Custom audiences -- TV fans, telecom switchers, business travelers, etc.
• Geographic targeting -- Country, City, Neighborhood, etc.
• Demographic targeting• Time of day targeting• Advertiser retargeting through
pixels or clicker tracking• Carrier/handset targeting• Age of device/profile
The hashtag for today’s webinar is #GoMobile
Mobile Paid Search
Is Mobile Paid Search Right for You?
• 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)
Location-Based Marketing: Location-Based Services, Near Field Communications and Location-Based Advertising
Location-Based Marketing Overview
Location-Based Services
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
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”
Games (64%) Social Networking (56%) Music (44%)Entertainment (34%) Weather (60%) Maps (51%)News (39%) Banking (32%)
How Apps Are Used
Source: Neilsen
0
17.5
35
52.5
70
Games (64%) Social Networking (56%) Music (44%)Entertainment (34%) Weather (60%) Maps (51%)News (39%) Banking (32%)
How Apps Are Used
Source: Neilsen
Augmented Reality Apps
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
• 10% of magazine advertising pages contain a QR code, up from 5% a year ago
• Average response rate was 6.4%
• According to the DMA, the verage response rate for direct mail is 4.4%Source: Nellymoser
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
2D Codes
Jamie’s Neanderthal Exhibit Photo
2D Codes
Jamie’s Neanderthal Exhibit Photo
Jamie’s High School Yearbook Photo
2D Codes
Google Goggles
Google Googles
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: Set your Google Alerts for “Mobile Marketing”
• Step #5: Create a 2D or QR code promotion
• Step #6: Run a mobile ad campaign
Mobile Media Action Plan
• Step #7: Claim your business on location-based applications
• Step #8: Design an iPhone or a Smart Phone app
• Step #9: Integrate your mobile campaign into the rest of your campaign
• Step #10: Test your way into success
Contact Me
To Download:60SecondMarketer.com/blog
Follow me here:60SecondMarketer.com/blog@AskJamieTurner
Contact me:[email protected]