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MOBILE STRATEGY

Mobile StrategyTen Reasons Why Mobile MattersThere’s been a lot of buzz around mobile marketing and rightfully so. The adoption and usage statistics support mobile as a critical marketing channel in 2012 and beyond. Here are ten reasons why mobile cannot be overlooked in your marketing strategy.

1. The majority of your customers use mobile devices. Market research from Nielsen

reports that Smartphone adoption is outpacing feature phones. Google Insights states that over 50% of all U.S. adults own a smartphone as of the beginning of 2012.

2. Mobile media data usage is on the rise. ComScore shares that more than half of U.S.

mobile phone owners browse the mobile Internet, use applications or download content. If you include SMS the audience grows to 76%.

3. Mobile Internet has gone mainstream. According to Google Insights 81% of smartphone

users browse the Internet in a typical week. 77% use a search engine and 48% watch videos.

4. Mobile search is the largest growing trend among cell phone users. Google mobile search

volume has increased 400% in the past year.

5. Shopping experiences are happening on mobile. ComScore reports that 46% of mobile users

perform shopping activities. Top activities include product comparisons, local store search, coupons and product details.

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“Over 50% of all U.S. adults own a smartphone.”

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6. Smartphone competition pushes innovation. Android continues to lead the U.S. smartphone market share, but with the multitude of platforms and service providers the competition pushes each other to innovate.

7. Mobile is a way to connect with your customer anywhere they are. Mobile devices are always on and

can be accessed everywhere which can extend your marketing programs beyond the session based experiences.

8. Mobile provides rich brand experiences. Mobile is versatile, making brands extend their

marketing programs in a multitude of ways – video, text, photo, location-based incentives, QR codes, gaming, apps, the list continues.

9. Mobile is an integrated marketing opportunity. Mobile is most successful when it’s

different disciplines can be applied with relevancy. If you are pushing social media, what is the experience for the 150 million people who access Facebook from mobile devices each month? If you are launching a new product, what does that product look like on a mobile device? Can someone purchase it?

10. Mobile can be affordable. It does not require building a custom app to get into mobile

marketing. Sometimes the simplest execution can provide the most positive results.

In A NutshellThe facts speak for themselves. It’s clear that mobile marketing is critical to a growing communication channel your customers are using everyday. To produce the best mobile results it’s critical to define your goals and strategy before jumping in. Nobody likes failure. A smart mobile plan, prioritized by goals, will put you in the position to succeed.

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“In a typical week, 81% of smartphone users browse the Internet.”

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Before You Start | To get on the right path of mobile marketing success, answer these questions.

What are your goals for mobile marketing? Are you looking to drive sales? What about increasing Facebook fans? Are you looking to extend the reach of an advertising campaign or increase downloads of an app? There can be a number of different goals, but focusing on one primary goal will start you on the right path to achieving it.

What content do you wish to leverage?

Do you want to drive traffic to your retail stores? Do you have video content you want to distribute? What about location based offers or coupons? Knowing the relevant content you want to incorporate up front will allow for a complete experience for your end users.

What timeline are you working against? Your mobile presence can depend on how much time you have to implement an experience. You may need to realign your goals if you don’t have enough time to implement the complete experience. Or you may decide that the extra time is worth the wait. Mobile doesn’t have to be a drawn out process, but just like web-based projects, you have to be realistic about what’s possible within a timeline.

Who will manage your efforts? Mobile takes management. If you build it, it doesn’t mean they will come. Just like social media, it takes resources to maintain a premium experience - one that includes optimization and improvement based on feedback.

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How are your customers using mobile?Are your customers using smartphones for product research, entertainment, social networking or more for simple text and email? Knowing how your customers are using their mobile devices and what media they’re consuming will help you focus on what experiences will most resonate with them.

What experiences should you consider?The best mobile experiences incorporate mobile specific features, like click to call or click to download app. Take into consideration how you can take full advantage of the functionality of a mobile device and how that content is viewed across different screen sizes. For example, don’t expect an effective mobile search campaign if users aren’t landing on a mobile optimized website.

What budget can I dedicate to mobile?Your budget is also an indicator of what’s possible. For example, if you have a small budget, a custom app is probably not the route to take. Instead, you may want to create a mobile search campaign through Adwords, supported by an optimized landing page. Or, you can leverage free services like Instagram, check-in apps and social apps.

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Mobile Marketing Tactics Your mobile goals and strategy will help you to determine the best tactics to incorporate into your plan. Reviewing the following tactics and features will help you to consider the greatest number of possible consumer connections to blend with your strategy.

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Mobile Web Optimization:Can your website can be easily used from a mobile phone? A mobile optimized website should be simple to navigate, read and make a purchase.

Great Mobile Web Examples / 1140 CSS Grid

Mobile Content:Are your customers using smartphones for product research, entertainment, social networking or more for simple text and email?

SMS Campaigns / Mobile Apps / Mobile Web Tools

Mobile Search Campaigns:People are searching for store locations, driving directions and local results. With a search campaign your ads can appear within to those results.

How To Get Started / Starwood Hotels 20x ROI

SMS Programs:Text messaging remains as one of the most used mobile channels. There are several services which can help you manage an SMS community.

Tatango / Vibes Media / Betwext

Mobile Advertising:Billions of mobile banner ads are served every month. Several ad networks can help you drive app downloads, mobile site visits, and more!

Admob In App Ads / Adwords Mobile / Get Started

Social Marketing:Social media apps are some of the most used mobile apps and websites. Concentrate on your presence, and take advantage of paid advertising.

40M Mobile Social Users / Facebook Mobile Ads

Custom Applications:Sometimes a mobile website doesn’t give the impact that you’re looking for. Mobile apps can be created for function, style, or personality to represent you.

30+ Tools For Building Mobile Apps

Mobile Commerce:When a customer searches for a product in-store are you prepared to steal that sale? Your site should be ready to capture sales online.

Digby Mobile Retail Platform / Mobi-Cart / Trends

Location-based Services:Check-in services like Foursquare, Facebook Places Google Places, and Yelp are driving awareness for physical locations. You need to take advantage.

Tips / Claim: Google Places, FB, Yelp, Foursquare

Mobile Barcodes:As QR codes, Snap Tags, and other barcodes become more prevalent, there is amazing opportunity to create branded experiences.

7 QR Campaigns / Lego QR Campaign / QR Fails

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What We Like• Today’s consumers are constantly connected, so mobile experiences make a lot of sense• Mobile gives brands the opportunity to connect with customers locally and in a timely manner • Many mobile tactics can be leveraged to increase the benefits of your marketing strategies• Mobile applications incentivize users to generate more content• The multitude of mobile providers and platforms drive innovation• Mobile features and tactics can extend the lifespan and experience of an advertising campaign

What We Don’t Like• Mobile platforms (operating systems and devices) are unique, so development can be complex• Different service providers can create unknown road blocks • Varying processes for submitting, and making updates, to incompatible app platforms forces efforts to

be duplicated• Accounting for diversities in mobile screen sizes and devices can be challenging • A lot of companies are having a hard time grasping mobile as a budget item

CostBudget will depend on strategy and development requirements. To implement a mobile strategy it could range from $5,000 to cover a few basics, up to $100,000 plus. Don’t discount the necessary ongoing management of a mobile program, either through an agency or an internal team member.

Final Thoughts On Mobile StrategyMobile is not a buzz word, it’s a critical communication channel to include in your marketing mix. There are endless creative ideas to be integrated into your mobile efforts, but It takes planning and strategic thought to garner success. Room 214 can help you define your goals, strategy and determine which tactics will fit your budget. When is the last time you looked at your web stats to see what percentage of your audience is viewing your web properties through a mobile device? Don’t wait any longer to connect with your mobile customers. Mobile is now.

Room 214 || MOBILE STRATEGY

ROOM214.COM | INFO@ROOM214.COM | 866.624.1851 | @ROOM_214 | FACEBOOK.COM/ROOM214

Room 214 || MOBILE STRATEGY

Room 214 || MOBILE STRATEGY

ROOM214.COM | INFO@ROOM214.COM | 866.624.1851 | @ROOM_214 | FACEBOOK.COM/ROOM214

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