Mobile Marketing - What's hot for 2013? Read more to find out quick wins that can be implemented and for a stronger grasp on how important mobile marketing is for your business! With mobile traffic worldwide growing by 70% in the last year, 40% of emails being opened on mobile and 20% of all searches conducted through mobile devices, it has never been more important to ensure your marketing is optimised for the mobile user. But where do you start? What's the difference between mobile apps and mobile sites? What is right for your company? How much will it cost and will it be worth the investment? This presentation is from the Bucks Business Breakfast seminar in High Wycombe, April 2013 aiming to tackle these questions and give attendees a firm understanding of how mobile works in tandem with search engine, email, social, video marketing and more. 3seven9 are a design and marketing agency. We have been creating innovative web solutions and interactive marketing campaigns since 1995. We work across multi-sectors, in B2B and B2C markets and we're proud of what we do. Meeting your business needs is not good enough. We want to do so in a manner that pushes creative boundaries and explores new technology, getting underneath the needs of your customer to make your presence work not only for you, but also for them. When you come to us with a challenge, we will work with you to uncover which combination of our services will integrate to meet your business needs and project expectations. Each project is afforded the same strategic approach, swift delivery but with highly flexible deliverables. Specialties Website design, Web applications, Integrated social strategy, SEO, PPC, Email marketing, Responsive sites, Social segmentation reports, Brand design, Content platforms, Integrated marketing, Multichannel marketing, Print collateral, Brand design, Content marketing

1. Mobile Marketing 2013
What, why & how
Bucks Business Breakfast 19th April 2013
3seven9 Agency

2. Contents
What is Mobile Marketing?
How important is it in the UK?
Businesses and Mobile Marketing
Mobile Marketing Integration
Quick Wins

3. Who are 3seven9 Agency?
Established October 1995
Full service, fully integrated design and marketing
agency
Successfully creating innovative connections to
your customers and providing ROI throughout
Services include
Brand design
Website/Apps design/build
Marketing: social, email, SEO, PPC, Video
Background in working with range of Blue-chip B2B
and B2C Tech companies (Telstra, Nokia, Oracle)

4. So what is mobile marketing?
Mobile Marketing is a set of practices
that enables organisations to
communicate and engage with their
audience in an interactive and relevant
manner through any mobile device or
network.
- Mobile Marketing Association
“
”

5. How important
is mobile
marketing in the
UK?

6. 1/3 of all internet page views in the UK were
completed through mobile devices.
It’s very important!

7. Breakdown of European mobile phone users

8. How old are mobile device owners

9. Breakdown of European Smartphone usage

10. UK Smartphone audience is 31.7 million
13-17
9%
18-24
15%
35-34
22%
35-44
19%
45-54
16%
55+
19%
51% 49%

11. Smartphone penetration increased in 2012

12. Tablets are not going anywhere

13. Businesses and mobile marketing

14. Mobile marketing spend will increase in 2013

15. The evolution of mobile marketing

16. Mobile marketing is not successfully measured

17. Where to begin with your
mobile marketing?

18. Start with your business objectives
Ranking Goal
1 Brand engagement and loyalty
2 Needed to stay competitive
3 Acquire new customers
4 New revenue stream
5 Cost deflection

19. Why use one over the other?
Mobile
App
Mobile
Web
Can work well as a client
retention tool
 Stronger at driving call to action
through push messaging
 Ideal for digital
coupons, special user events and
offers
 Good for engaging new
prospects
 Cheaper and quicker to market
 Provide an additional touch point

20. Decide where you want to focus:

21. Mobile web

22. Mobile Web: The options...
Mobile
Web
1) Separate mobile websites
2) Responsive websites

23. Responsive websites
Laptop view
Navigation (1) and Sectors (2)
are in one format for the typical
user (laptop/desktop).
Smartphone view
Responsive design takes the Navigation
and Sector callouts and formats it
automatically to give easy access for the
mobile user).
1
2
Visit www.kingstonsmith.co.uk and shrink
your browser to see what responsive design
is for yourself.

24. Mobile apps

25. One app vs many operating systems!
Your
App

26. Which operating system should you focus
on?

27. When to choose the mobile web vs apps?

28. Cost of Mobile web vs Mobile Apps

29. How much does mobile web cost?
LOT of variables
1. How many different types of
content to be rearranged
2. How extensive are the design
differences
Additional budget: 10-30%
Additional 10-30% extra visitors
and conversions to justify spend.

30. How much can an app cost?
LOT of variables
App Design: £6k
Server side Development: £3-6k
App Development: £6-12k
PM & Debugging: £5k
TOTAL: £20-29k
If each visitor value is £100 
290 visitors to break even.

31. What is the effect of doing it?

32. 3seven9’s mobile situation
Mobile traffic in 2012 was 10%
Increased to 15% in 2013
Decided to incorporate responsive
web design into rebranded website in
February 2013
Results
Page views increased 61%
Average visit duration increased 269%
Bounce rate decreased 31%

33. Integrating Mobile into Online Marketing

34. Email and Mobile Marketing

35. Email and mobile marketing
62% of the UK check their email on
mobile devices
Frontload content – 80 characters
Potential results of optimisation:
21-25% increase in CTR
15-17% increase in open rate
Physically walk through the email
mailshot process!

36. Social and Mobile Marketing

37. Social and mobile are intrinsically linked

38. Social media and mobile marketing
Have a single goal in mind for each
channel
Optimise each social presence for
mobile (e.g. Facebook apps)
Time your mobile focused posts
Favour image and location based
marketing
Use mobile apps to manage your
account and activity

39. Video and Mobile Marketing

40. 2012 was the year of mobile video growth
Increased from 4m to 11m viewers in 2012

41. The power of business video marketing
75% of senior executives watch work-related videos on business-related
websites at least weekly
Can increase the number of business profile clicks
by more than 30%, business calls by 18%, website visits by 55%
52% of B2B marketers used video in 2012, a 27% increase over 2011
People were over 2x more likely to visit a site upon seeing a video
Videos are 53 times more likely than text pages to show up on the
first page of search results

42. Prioritise video in your mobile optimised site.
60% found “including video content” as a highly effective tactic that
is not very difficult to implement, yet only 35% do it.

43. Mobile and B2B video marketing
Hempsons Solicitors
Created series of videos on legal
pitfalls of NHS changes
http://www.youtube.com/user/Hempsons
+200 views since April 2nd
+240 minutes footage viewed
23% were on mobile devices
(1 hour of Hempsons’ marketing was
viewed on mobile devices).

44. Advertising and Mobile Marketing

45. Mobile offers a high variety of advert models

46. Search
What do mobile adverts look like?
Display

47. How to integrate mobile into advertising
Localise your mobile ads
Define your conversion actions
(call, short form, event register)
Optimise your landing page
Time your adverts to mobile
usage
Start with Google Adwords

48. Mobile Marketing Quick Wins

49. Align your mobile marketing against the day

50. Who are our mobile visitors? (<15%)
What are mobile users looking for? (keywords)
Are they having trouble finding it? (bounce rates, time, page depth)
Are certain campaigns/pages better for mobile users?
Is our site structure mobile-friendly? (site search, goal flow, page
depth, average time on page, conversions, site speed)
Does my site load fast enough to prevent users from bouncing?
Is my site navigation easy to use on a mobile device? (bounce rate)
Are we using the best mobile-friendly approach (responsive/app etc)
Are users behaving differently on mobile devices than on PCs?
Are my calls-to-action and content – still effective on mobile?
Questions to guide your mobile strategy
(Main data taken from comScore 2013 and 2012 mobile reports and relevant Econsultancy reports.
Further details can be provided upon request).

51. To find out more ways to improve your marketing,
please visit our blog: http://3seven9.com/we-say/?c=BC
If you have any questions please find me here:
uk.linkedin.com/in/thedavewood/
+44 1344 667 418
david.wood@3seven9.com
www.3seven9.com