Where to Beginin Mobile MarketingA pragmatic approach to integrating & scaling mobile efforts into your marketing mix

Curt Prins Integrated Marketing Summit – Minneapolis 6 June 2014

Agenda:1. About Me2. Mobile Factoids3. Where to Begin4. Mobile Tools to Consider5. Q&A

About Me:• 1993: Mobile Seed Planted• 1995: Embedded Computing• 2004: First Smartphone• 2009: Mobile in a nonprofit• 2010: Mobile strategist for

Startups, F100 & NPOs

Factoidsto give you a sense of scale& speed of mobile adoption

371,000 babies are born daily

645,000 iOS devices activated

1,500,000 Android devices

activated

1:6Yes, that’s one kid for every six mobile devices.

7,000,000,000 people on the

earth

6,000,000,000 access to

mobile

4,500,000,000 access to

toilets

175,280,000 smartphone

users

107,100,00 tablet users

282,380,000 mobile devices

primed foryour attention

This trend has yet to plateau in the US.

We’re addicted to our mobile devices.

So is everyone else (but France).

Dirty Secret

what you might have heard about mobile marketing is

WRONG

Mobile isn’t just for big business.

Small businesses have adopted mobile faster.

It’s not exclusive for teens & millennials.

C-level executives are equally heavy users.

You DON’T need a mobile app to start.

Here are seven reasons why:

1. Good app costs $150-250K to build

2. Spend 1.5x to promote & update

3. Average user downloads 45 apps, 42 of which are free

4. But uses only 5 of them5. Pay $1.80-$2.50 per

download6. “Loyal” users uses the

app 3x7. Represent <8% of total

downloads

You don’t need the “bright & shiny” tools either.

Or most of these.

where you begin (in 3 steps)

#1: Understand

your customers & prospects

You are NOT one of them.

create user personas

observe them in public

talk to them

#2: Findtheir pain points

look at your analytics & set goals

Google offers a wealth of info.

talk to your team

talk to your customers

#3: Mobilizeyour existing marketing tools

start with your site

63% of your mobile visitors won’t comeback if you give them a desktop experience.

web site:• Create a mobile-responsive micro-site • Hold off on your main site unless it’s past due

for an overhaul• Backbone of all mobile efforts• Less is more—focus on critical information

first & limit forms to 3-5 questions• Do ample a/b testing

continue with email efforts

email:• It’s the most used app on smartphones• 92% of smartphone/tablet users check email• The average mobile Internet user spends

42% of her time on email.• Mobile users are looking for any excuse to

delete email• Resource: Text MOMAIL to 75309

optimize search engine marketing

SEM is more prominent on mobile screens.

sem:• 63% of local mobile search ends in a store

visit or other actions• Geo-targeting offers greater • Easy via Google AdWords• Click2Call drives conversions• Though dropping, CTR are still 4-5x over

desktop search

explore other mobile tools

other mobile tools:• Text messaging open rates exceed 95%--

excellent for broadcast ads, events & print• Conversion tools like QR codes & NFC

bridge the traditional with the interactive• Graduate to mobile apps only if needed—

expensive to both build & keep relevant.• Ignore the “bright shinny things” unless their

direct benefit is obvious• Test small; scale up with success

Recap:#1: understand your audience#2: find their pain points#3: mobilize what you have

curtprins.com/connect