This document provides an overview of a presentation on getting started with mobile marketing. The presentation covers mobile media facts and figures, how brands connect with consumers through mobile tactics like mobile websites, SMS, location-based services and apps. It dispels common myths about mobile and provides tips on using location-based services and 2D codes. The presentation concludes with 12 steps on how to get started with mobile marketing today, including mobilizing websites, watching competitors, running mobile ad campaigns, and tracking results.
3. Introductions
• Director of Marketing at
HubSpot
• Responsible for Top of the
Funnel inbound marketing
programs at HubSpot
• Named one of the Top 20
Women to Watch in Sales
Lead Management
• Co-authoring Go Mobile
with Jamie Turner
4. Introductions
• Co-author of How to
Make Money with Social
Media and Go Mobile
• Founder of the 60 Second
Marketer
• Profiled in world’s best-
selling advertising and
promotions textbook
• Speaks around the globe
on the topics of social
media, mobile media and
branding
5. Agenda
• Mobile Media Facts and Figures
(10 minutes)
• How Brands Connect with
Consumers (10 minutes)
• Mobile Marketing Tactics (30
minutes
• Applause, Encore and Standing
Ovation (57 minutes)
#GoMobile
8. Mobile Media Facts and Figures
• There are 6.8 billion people
on the planet. 4.5 billion own
a mobile phone. Only 4.2
billion own a toothbrush
• The growth rate of the
iPhone was 10 times faster
than the growth rate of AOL
• Gartner Group predicts that
by 2013 the number one way
people will access the
internet will be through their
mobile devices
#GoMobile
9. Mobile Media Facts and Figures
• Mobile coupons
generate 10 times
the redemption rate
of traditional
coupons
• 70% of all mobile
searches are acted
upon within an hour
vs. 30% of all
traditional searches
#GoMobile
11. 5 Mobile Marketing Myths
• Myth #1: Everyone Has an
iPhone
• Only about 35% of the population
owns any kind of smartphone
• Android has grabbed 41% share of
smartphone users who have
purchased a phone in the past 6
months, compared with 27% for
Apple and 19% for Blackberry
#GoMobile
12. 5 Mobile Marketing Myths
• Myth #2: You Need an App for
That...
• With the rise of HTML5, the
functionality and feel of mobile
websites is nearing that of Apps
• You will need an App if you want to
take advantage of augmented reality
and other features
• But if you just want to provide
consumers with a way to connect with
you via mobile, a mobile website is
fine
#GoMobile
13. 5 Mobile Marketing Myths
• Myth #3: Mobile is the Internet, Just
Smaller
• People use mobile differently from how they
use the internet
• They use mobile to find information
quickly, compare prices and find local
businesses
• People on PCs are more likely to surf social
networking sites and conduct long-term
searches
• Search is twice as prevalent on mobile web
than on a PC
• 1/3 of all searches on mobile are local and
70% of searches lead to action within one
hour
#GoMobile
14. 5 Mobile Marketing Myths
• Myth #4: Mobile is Only for Big
Companies
• 75% of al marketers are planning to add
mobile to their marketing mix this year
• 3 simple ways to ways to get into mobile:
• Get involved with location based services
such as Foursquare, Gowalla and Facebook
Places
• Optimize your website for mobile
• Make sure your company contact information
is up-to-date and claim your business listing
on Google
#GoMobile
15. 5 Mobile Marketing Myths
• Myth #5: Mobile is Just for
Teenagers
• The average age of a person who
sends text messages is 35
• The number of baby boomers texting
and shopping using their mobile
phone nearly doubled between 2007
and 2009
• 35- to 44-year-olds are the most likely
to have downloaded an App in the
last 30 days
#GoMobile
18. How People Use Smartphones
Source: The Mobile Movement Study
19. How Brands Use Mobile Marketing
• Mobile Web Sites
• Short Message Service
(SMS)
• Multimedia Message Service
(MMS)
• Mobile Display Ads
• Mobile Paid Search
• Location-Based Marketing
and Near Field
Communications
• Apps
• 2D Codes
• Mobile Email
• Tablet Computing
23. 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 CNN, Mashable and
ABC News for push
notifications
• Used by doctors to remind
patients of appointments
• Used by airlines to update
people on flights
#GoMobile
26. Mobile Display
• Sold on a Cost Per
Click (CPC), Cost Per
Acquisition (CPA) or
Cost Per Thousand
(CPM) basis
• Popular platforms
include iAd
(Apple), Millennial
Media
(Independent), Ad Mob
(Google) and others
#GoMobile
32. Mobile Display: Targeting Options
• Custom audiences -- TV fans,
telecom switchers, business
travelers, etc.
• Location-Based Advertising
• Nielsen Top 100 Sites
• WiFi context targeting -- cable
provider, hotels, airports, etc.
• Geographic targeting -- Country,
DMA, etc.
• Demographic targeting
• Time of day targeting
• Advertiser retargeting through
pixels or clicker tracking
• Carrier/handset targeting
• Age of device/profile
#GoMobile
35. Mobile Paid Search
• Less competition than
with traditional 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
37. Location-Based Advertising
• Uses Geo-Fencing
to figure out where
you are
• SMS, display ads
and paid search
ads can be
targeted by location
#GoMobile
39. 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
#GoMobile
47. • 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
50. 2D Codes
• 2D codes can drive
people to websites, to
phone numbers, to
contact information and
even to text messages
• The first person to scan
this code and send me
a text message from it
wins a copy of “How to
Make Money with
Social Media.”
68. How to Get Started in Mobile Today
• Step #1: Mobilize your website
• Step #2: Watch how your competitors are
using mobile media
• Step #3: Start using mobile media yourself
• Step #4: Read everything you can about
mobile media (start with
MobileCommerceDaily.com)
• Step #5: Claim your business on location-
based applications
• Step #6: Run a mobile ad campaign
#GoMobile
69. How to Get Started in Mobile Today
• Step #7: Create a 2D or QR code promotion
• Step #8: Design an iPhone or a Smart Phone
app
• Step #9: Encourage interactivity (e.g., CNN
and Virgin Air)
• Step #10: Integrate
• Step #11: Track your results
• Step #12: Test your way into success
#GoMobile
70. Thank you!
• Jamie Turner, Founder
and Chief Content
Officer at the 60
Second Marketer
• Jeanne
Hopkins, Director of
Marketing, HubSpot
• Jamie and Jeanne are
the co-authors of Go
Mobile to be published
by John Wiley & Sons
in 2012