2. HOW CONSUMERS USE MOBILE AND WHAT YOU CAN DO ABOUT IT
Mark Sweetnam
Fish Window Cleaning Services, Inc
Manager, Branding & Technology
Deb Evans, CFE
Franchise Performance Group
Sr Operations Consultant
Jeremy LaDuque, CFE
ElementsLocal
Founder & CEO

3. SHARE WHAT’S HAPPENING IN VEGAS …
Mark Sweetnam
@FishWindowClean
Jeremy LaDuque
@ElementsLocal
Deb Evans
@DebCE Use Hash Tag
#IFA2013

4. MOBILE MARKETING

5. MOBILE MARKET
Source: The Growth of
Mobile Marketing

6. ARE YOU MOBILE FRIENDLY?

7. CURRENT TRENDS

8. MOBILE LOCATION BASE STATS
• 74% of smart phone users claimed having used a location-
based service. This includes things like Google Maps. (May
2012 Pew Internet Study)
• 18% of smart phone users claimed to have checked into a
venue using a service like foursquare or share their location
with friends. (May 2012 Pew Internet Study)
• The leading location-based service, foursquare, has over 25
million users and 42% are active users. (Social Media Informer)
• Photo sharing service, Instagram (now part of Facebook), has
grown to 80 million users in just 18 months (C|Net)

9. WHAT’S IMPORTANT
• Building Blocks
– Mobile Friendly Websites
– Mobile Search Strategy
– Mobile Email Strategy
– Mobile Advertising, Banners
• Loyalty & Community Building
– Mobile Promos and Coupons
– Mobile Apps

10. BUILDING THE FOUNDATION
• What will your strategy be for 2013…
• Mobile website… Per Zee?
• Search and ranking?
• Advertising?
• Loyalty?
• Community?

11. MOBILE SEARCH STRATEGY
• Create A Content Strategy
• Create An Email Strategy
• Create A Search Strategy

12. MOBILE FRIENDLY WEBSITE
Turn visitors into customers with a mobile
friendly Website

15. CREATE A CONTENT STRATEGY
• Think about where your audience will be
• Choose the platforms you want to support
• Think about content and engagement
• Building content for mobile: Compress
images, no small buttons, minimize options
• Calls To Action for mobile: Reply Option, an
address, phone number and website
address

16. MOBILE SEARCH
40% OF ALL MOBILE SEARCHES ON GOOGLE HAVE
LOCAL INTENT.*
• Mobile Optimized Sites
• Location specific keywords
• Googlebot-Mobile
• Google/Bing allocate top of search results
pages to local listings, when a search has
local intent.
Source: Google

17. MOBILE ADVERTISING
MOBILE AD SPENDING HIT $4B, 180% UP FROM
2011
• Still only 2.4% of overall ad spending in US, but
expected to rise to 11% in 2016
• Who to look at:
• Google – dominates mobile w/ 90%+
• iAds – reaches millions of iPhone, iPad
and iPod Touch users around the world
• Facebook - Ad‟s on 3rd party apps?
• Twitter – 3.5%
Source: www.eMarketer.com

18. ADVERTISING & BANNERS

19. EMAIL MARKETING STRATEGY
37% OF PEOPLE CHECK EMAIL ON THEIR MOBILE
DEVICES
• Mobile optimized landing
pages (websites) are essential
• Promotions driving to a location
are key
• Clear “Call Now” buttons
within Email

20. GROW YOUR COMMUNITY
• Value add and ease of use
– Promos and coupons
– Apps
– Foursquare
– Instagram
– Pinterest
– QR codes

21. PROMOS AND COUPONS

22. MOBILE APP

23. MOBILE ORDERING/PAYMENT

24. FOURSQUARE
•Check-in Club
•Connect to Foursquare
•Earn points for Check-ins

25. INSTAGRAM
• Search for your brand!
• Establish an account.

26. QR CODE USES
• Advertising
• Mobile Ordering
• Making Reservations
• Videos
• Vcard (business cards)
• Conferences
• Surveys

27. EDIBLE QR CODES?

28. STORE HOURS/RESERVATIONS

29. SURVEYS/COUPONS

30. WHAT’S NEXT
• Mobile Payment
• Mobile Wallet
• Mobile Reviews &
References
• Ad networks integrating cross channel
for consumers who are „multi-
screening‟ or „screen hop‟
• Passive advertising will become
interactive

31. MOBILE CONTENT RESOURCES
• White paper “Mobile Content 101” via iFlyMobi
• Mobile Movement Video:
http://www.youtube.com/watch?v=2D2ThRaJIxo
• The Third Screen: Marketing To Customers in a
World Gone Mobile, Author Chuck Martin
• Location-Based Marketing for Dummies, Aaron
Strout and Mike Schneider

32. THANK YOU!
QUESTIONS?
Mark Sweetnam
@FishWindowClean
Jeremy LaDuque
@ElementsLocal
Deb Evans
@DebCE