5 StrategiesIntegrating Mobileinto yourMarketing Mix
Digital AtlantaNovember 8, 2011
The State of Mobile
We’ve Come a Long Way
Mobile is Mainstream
Desktop Power in a Mobile Device
1Look at Both Sides of the Funnel
Brand Awareness Marketing Goals
Generate Sales
Increase Revenues
Enhance Customer
Loyalty
Improve Customer Support
Know Your Customers
• SMS Messages
• Mobile Website
• Mobile Email
• Display Advertising
• Search Advertising
• QR Code
• Application
• Location Based Services
• Augmented Reality
2Utilize the Media You Already Buy
YourMessageHere
Engagewith Buyers Through Traditional Media
3Mobile Web & Email
Mobile Web79% of large online advertisers do not have a mobile-optimized website.
Source: Google, March 2011
Jakob Nielson
If mobile use is important to your Internet strategy, it's smart to build a dedicated mobile site.
Search & Display
Display Best Practices
• Utilize targeting
• Send to a mobile-optimized landing page
• What is the CTA?
• Track visits, conversions, and connections
Mobile Email
From4%of the market to almost20% in just 2 years
http://www.campaignmonitor.com/blog/post/3163/optimizing-your-emails-for-mobile-devices-with-media/ http://www.campaignmonitor.com/blog/post/3442/mobile-email-design-in-practice/
• Utilize @media queries• Turn off font resizing• Hide unnecessary content• Use a one-column layout• Adjust size of large images
Email Best Practices
4Leverage Location Based Services
Location Based Services
Foursquare
• Pages
• Places
• Advertising
LBS Best Practices
• Great for LOCAL businesses
• Go where your customers are
• Give incentives for checkins
• Look at your demographics
• Make it fun
5Create Engagement Opportunities
SMSMarketing
• 90% Sign-up rate
• Lower acquisition costs
• 400% Increase in sales
SMS Campaign
• $138,460 Revenues
• 61% From SMS
• Coupon Conversion Rate Testing
SMS Campaign
SMS Best Practices
• GET PERMISSION
• Use urgency & scarcity
• Cross-promote with other media
• Great for radio, television & OOH
QR Codes
Mobile barcode scanning grew 1,600 percent in 2010.
“Custom QR codes have a three-to-one ratio of scans over traditional codes.”
QR Best Practices
• Simple short URLs
• Educate consumers
• Size matters... & TEST scanability!
• Utilize tracking URLs
• Don’t post codes online
• What is the CTA?
Get In Touch
Web: www.kelseyads.com
Email: [email protected]
Twitter: @beley
Slides: www.brandoneley.com
