how to use mobile marketing to get new customers

Jamie Turner Author, Speaker and Mobile Marketing Expert

Follow Jamie on Twitter @AskJamieTurner

How to Use Mobile Marketing to Get New Customers

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

Download your free chapter at 60SecondMarketer.com/GoMobileChapter

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)

The hashtag for today’s webinar is #GoMobile



•  93% of those surveyed have their mobile device within arm’s reach 24/7 (Source: Morgan Stanley)




•  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)



•  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)




•  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)


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)


Google 39%

RIM 20%

Apple 28%

Microsoft 9%

Source: GS Statcounter

How to Set Up a Mobile Website

Standard Mobile

Mobile Website

Mobile Websites: The Essential Things You Need to Know

•  Automated Systems •  GoDaddy

•  Plug-and-Play Systems •  Mobify •  Mobilizer •  HubSpot

•  Third party agencies or design firms

•  Mobilize Worldwide •  BKV

Download these slides at 60SecondMarketer.com/blog

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 Ads

• Planned and bought through an ad agency or via mobile advertising network

• Popular networks include iAd (Apple), Millennial Media (Independent), Ad Mob (Google) and others

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


Mobile Paid Search

Activities Conducted on Mobile Devices

Source: Kelsey Mobile Market View


Is Mobile Paid Search Right for You?

• Traditional paid search is perfect for lead generation, e-commerce and products that require in-depth research

• 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)

Mobile Paid Search

• Local queries are the norm -- movies, restaurants, bars, coffee shops, etc.

• Click-to-call and click-to-map are important

• Voice search is now available for all major search engines

• 60 Second Marketer comes up as 62nd Marketer

Location-Based Marketing: Location-Based Services, Near Field Communications, Bluetooth Marketing and Location-Based Advertising

Location-Based Marketing Overview

• Location-Based Services

• Near Field Communications •  Bluetooth Marketing •  Location-Based Advertising

Location-Based Services


Tips on Using Location-Based Services

• First of all, claim your business

• Reward first-time visitors

• Change deals often

• Promote group check-ins. The more in a group, the better the deal

• Interact with customers. Make them accomplish a small task (Origami napkin) to redeem

• Promote to those checking-in nearby

Near Field Communications

Bluetooth Marketing

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

Location-Based Marketing: The Essential Things You Need to Know

•  Address consumer confusion

•  Provide clear opt-in instructions

•  Explain what to expect •  Test the campaign before

deploying •  Make it worth their while


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”

How Apps Are Used


Augmented Reality Apps

How to Develop an App for Your Business

• For a customized experience, use a mobile app development company (Mobilize Worldwide)

• For a plug-and-play experience, use ShoutEm, MobileRoadie, AppMakr, GENWI, Mippin, MobBase, MobiCart, MyAppBuilder or RunRev

2D Codes

60SecondMarketer.com/GoMobileChapter


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


2D Codes

Source: comScore MobiLens June 2011

2D Codes • 2D codes can drive people to

websites, to phone numbers, to contact information and even to text messages

Let’s Generate a QR Code

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

To Download: 60SecondMarketer.com/blog Google Searches: Jamie Turner 60 Second Marketer Follow me here: 60SecondMarketer.com/blog @AskJamieTurner Contact me: [email protected] 678-313-3472

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