Mobile Marketing for Businesses

Today’s Outline

1. Mobile Marketing Trends!2. Mobile Marketing Strategy!3. Considerations for Brands!4. Mobile Marketing Tools !

David Liem

❖ 5 Years in Digital Marketing Leadership!

❖ Trainer and Conference Speaker!

❖ I love to help businesses get their digital marketing strategy off the ground!

What’s your mobile usage?

❖  Find out from your friends…!1.  Most accessed apps!

2.  Most accessed websites!3.  What do you like about

these websites?!4.  Items purchased recently

through mobile!5.  Your most recent Google

queries !6.  Time of day most use

mobile!

Mobile Marketing Trends

The Mobile Playbook – The Business Approach

to Mobile Marketing

Big Trend - Wearables

❖  Nike FuelBand!

❖  Connect your wearable tech devices to your mobile!

❖  Stats and Goals!

❖  Social Aspect!

❖  Gamify and competition!

❖  Connect to the larger community!

Creativity – Nike – Personal / Social

In Summary

❖  Phones in commute, tablets at night!

❖  Entertaining content is what people are looking for!

❖  More time spent consuming media in apps than mobile!

The Mobile Playbook

Q1. The Value Proposition

Start Serving the Mobile Customer

Discussion: How are your mobile customers’ needs different than desktop?

Start Serving the Local Customer

Discussion: What locally relevant content can I

provide my customer?

Recognize Price & Transparency

Ideas to improve your in store experience

❖  Add QR codes in store to link to website!

❖  Add website ratings !

❖  Offer unique items only in-store!

❖  Offer unique rewards and coupons to in-store customers like free WIFI!

❖  Train your staff to sell to the showrooming customer (price match, better return rate etc)!

What ways can I improve in-person experience with mobile?

Q2. Digital Destinations

Mobile Optimized Websites

Virgin Airlines (BETA)

❖  Big buttons!

❖  One screen same page!

❖  Clear and simple design!

❖  Intuitive interface !

Discussion: What do I know and need to know about how my mobile

customer uses my site?

What can I learn from my analytics?

Branded Mobile App

The Case to build Mobile Applications

What are Native Apps? ❖  Designed to run on specific OS’s and firmware!❖  Make use of mobile features (camera, location, address book)!❖  Do not need Internet connection to work!❖  Specific to handset and it’s features!❖  Distributed on phone’s marketplace!❖  Preferred for resource intensive applications!❖  Development & maintenance costs are higher!❖  Hold an architectural edge in security!

Browser apps / websites

❖  Can be accessed from all web capable mobile devices!

❖  Works across all devices!

❖  Coded in HTML & JavaScript!

❖  Easier / Cheaper to port, maintain and QA!

❖  Useful for subscription based services!

What are hybrid apps ❖  Use development frameworks!❖  Cross develop web technologies (HTML, JS) with phone

features!❖  Native app with embedded HTML!❖  Selected portions of the app are written using web

technologies!❖  Web portions can be downloaded from the web!❖  Reap the benefits of native apps with longevity of web apps!❖  Facebook app is an example of hybrid app!

Why offer only native apps?

Source: GIA native vs. web app industry survey, February – March 2011

Top reasons for only web apps

Source: GIA native vs. web app industry survey, February – March 2011

Top reasons for offering both

Source: GIA native vs. web app industry survey, February – March 2011

Case Study: LinkedIn

Case Study: Financial Times

❖  Mobile site but experience much richer on mobile app!

Why go for a mobile website?

❖  Avoids pan & zoom!

❖  Loads Faster!

❖  Avoids Flash!

❖  Changes context & information!

❖  Utilizes GPS, Cameras, Accelerometers, Gyroscopes!

Fluidui.com Mock up your mobile app

Discussion pro’s and cons for building a mobile app or a mobile

website.

3. Mobile Friendly Organizations

The Mobile Champion

Discussion What would you want your mobile champion to do?

4. Mobile + Marketing

Mobile Search Strategy

Get The Full Value of Mobile

Types of Mobile Conversions

❖  Mobile Web / Website!

❖  Mobile Apps!

❖  Phone Call!

❖  Cross Device!

❖  In-Store!

Discussion: How would you change the way

your organisation markets to mobile?

Tips for Mobile Ads ❖  Simple Interface!

❖  Overlays!

❖  Touch!

❖  Animation!

❖  Video!

❖  Social!

❖  Location!

Add Mobile to Existing Channels

❖  Email Marketing!❖  Social Media!❖  Coupons & Promotions!❖  Offline Media!!

5. Remember the Tablet

T-Commerce Strategy

Discussion: How do you use tablet differently

than the phone?

Mobile Games Business Models

1.  Freemium!

2.  Affiliate and Referral Marketing!

3.  Banner Ads!

4.  In-App Purchasing (highest earning revenue)!

Advertising on Mobile

Google Mobile Ads - Search (1/3)

Click-to-call!

Click-to-download Text Ads Click-to-call

Google Mobile Ads - Search (2/3) Seller Ratings Ads with Offers Location

Extensions

Google Mobile Ads - Search (3/3) Location Extensions with

Multiple Addresses

Mobile Ad Sitelinks

Mobile Ad Sitelinks

Google Mobile Ads - Websites (1/3)

Video Ads Interstitial Ads Canvas & Expandable Ads

Google Mobile Ads - Websites (2/3)

Tablet Banners Multi-Panel Banners

Click to download app

Google Mobile Ads - Websites (3/3)

Mobile Roadblock

InStream ���Video Ads

Brand Channels

Run Mobile Ads on Mobile Apps

AdWords - Location Extensions

❖  Help nearby consumers find or call your nearest storefront!

AdWords - Call Extension

❖  Connect users to your business directly by phone!

Do you need to look beyond smartphones?

❖  Short messaging service (SMS)!

❖  Multimedia messaging services (MMS)!

❖  Bluetooth, wireless and infrared marketing!

❖  Mobile search marketing!

❖  Mobile display advertising!

❖  Mobile video advertising!

❖  Mobile applications!

❖  QR codes!

Mobile Web Analytics

Google Analytics is Mobile Ready!

37% of Mobile Ready Websites Forget

http://www.seomoz.org/ugc/2012-the-year-of-mobile-but-not-the-year-of-mobile-analytics

Is Your Tracking Code Implemented?

❖  Add in the code first!

❖  For smartphones, you can use the regular JavaScript version!

❖  If you use a subdomain, change the setDomain quality!

❖  Create a new profile for the m.domain.com!

❖  Use Event Tracking in case of extra HTML5 functionality!

Let’s take a look at reports

Action Items

Let’s Learn By Looking At Innovative

Ideas in Digital

B2B Marketing - Hubspot

Lessons to Learn

1.  Even B2B company’s can be ‘fun’

2.  Education has a strong pull effect

3.  Hubs of information creates repeat visitors

4.  Find ways of ‘helping’ your market with low effort to create stronger relationships

Lessons to Learn

1.  CLEAR content is king

2.  Make content sharable

3.  Reviews are your friend

4.  Live chat to add to customer experience

Lessons Learned

1.  Create content relevant for today

2.  Get your people involved,

3.  Show the world your team

4.  Show the world your loyal customers

5.  Original visual content has great appeal

6.  Inspirational quotes are highly viral

Lessons Learned

1.  Utilize user generated content for great brand visibility!

2.  Educational video are a great marketing and branding tool!

3.  Localize your content!

Lessons Learned

1.  Twitter is a great tool for keep your audience informed on breaking developments!

2.  Connect to your customers on common values and issues!

3.  Create videos to educate your audience on larger issues!

4.  Connect your audience on the larger issues around them and urge them to get involved.!