Bob Bentz, author of "Relevance Raises Response: How to Engage and Acquire with Mobile Marketing" gives insight into marketing via mobile from his book that is used as a textbook on college campuses nationwide. Bentz isn't just an author. He's also an adjunct at the University of Denver and the president of mobile first digital agency, Purplegator (http://purplegator.com). He has over 27 years of experience with interactive media and his company has offices in the USA, Canada, UK, and Czech Republic. In this presentation, Bentz gives some of his favorite mobile marketing statistics plus gives tips on how to maximize your mobile marketing efforts through social media, mobile advertising, apps development, text message marketing, mobile websites, and mobile commerce. He also discusses the advantages to mobile marketing and predicts what the future holds for it. To learn more about the book and Bob Bentz, you can visit his book website (http://relevanceraisesresponse.com) or his personal website (http://BobBentz.com). This presentation was given at the Meet the Author series held monthly at the Pyramid Club in Philadelphia. The author used videos in the presentation and they do not show on this presentation.

1. Bob Bentz • Meet The Author • Pyramid Club • September 8, 2016
RELEVANCE RAISES
RESPONSE:
HOW TO ENGAGE AND ACQUIRE
WITH MOBILE MARKETING
Bob Bentz
Meet the Author
The Pyramid Club,
September 8, 2016
@BobBentz
@RelevanceRaises
http://LinkedIn.com/in/BobBentz

2. About The Author – Bob Bentz

3. Established 1989
Our Offices

5. 1993
Publisher – ATS Publishing
ISBN 0-9637758-5-5
Pages: 160
2006
Publisher – SkillBites
ISBN-10: 1942489110
ISBN-13: 978-1-942489-11-5
Pages: 354
My Books

6. RelevanceRaisesResponse.com

7. Bob Bentz • Meet The Author • Pyramid Club • September 8, 2016
Introduction to Mobile
The mobile phone is our lifeline. It is our gateway to the world.
It is our digital DNA.

9. Bob Bentz • Meet The Author • Pyramid Club • September 8, 2016
Some of us will have the
mobile number we have today
for the rest of our life!
YOUR PHONE # IS YOUR
MOBILE-DIGITAL DNA

10. Cutting the Landline Cord

11. Smartphone Penetration

12. Mobile Dominates in Most Verticals

13. Time Spent With Mobile
Data Source: Meeker Report 2016

14. When Was “The Year of Mobile”
What’s really important right now is to
get the mobile architecture right. Mobile
will ultimately be the way your provision
most of your services. The way I like to put
it is, the answer should always be mobile
first. You should always put your best
team and your best app on your mobile
app.
- Eric Schmidt, Google, 2010

15. Bob Bentz • Meet The Author • Pyramid Club • September 8, 2016
Advantages of Mobile
Mobile is the closest a brand can get to its customers.

16. Advantages of Mobile

17. There is No Prime Time Anymore
• Mass Reach
• Instant Results
• Always Reachable
• Always Shopping
• Creative Media
• Easy
• Stands Out
• Viral
• Personal
• Customer Lists
• Two-Way
Communication
• Trackable
• Optimizable
• Lookalike Audiences
• Demographic Targeting
• Geotargeting
• Geoconquesting
• Interest Targeting
• Multimedia
• Value
• Timely

18. Right Person, Right Time, Right Place

19. Right Medium

20. Bob Bentz • Meet The Author • Pyramid Club • September 8, 2016
The Mobile Web
There’s a tsunami of traffic moving from desktop to mobile, and marketers must ensure that
the user experience of mobile and tablet is as convincing as the desktop experience.

21. The Mobile Web

22. The Day Mobile Search Took Over
• December 25, 2013
• May 25, 2015

23. Internet Usage

24. Email Marketing
Litmus March 2016

25. Take the Thumb Test

26. Bob Bentz • Meet The Author • Pyramid Club • September 8, 2016
Messaging
Messaging is the workhorse of mobile marketing. It is the pillar that holds up the mobile marketing
building. If you can only do one thing in mobile marketing, it should be text message marketing.

27. Messaging

28. Types of Messaging
Premium SMS
OTT
SMS MMS Text to Landline

29. Messaging Works
• Opt-in Marketing
• One to One Communication
• Mass Communication
• Instantaneous
• Timely
• Trackable
• Optimization
• Loyalty
• Virality
• Lift

30. 97% of All Text Messages are Opened within
15 Minutes of Receipt (MMA)

31. Business2Community 2015
Open Rate Email vs. Text Messages

32. Bob’s 60 Top Text Messaging Tips
#60 -- Doing texts for B2B? Send messages just three minutes before
the top of the hour, when businesspersons are waiting for meetings
to start.

33. Bob Bentz • Meet The Author • Pyramid Club • September 8, 2016
Social Media
Every social media network is different. A business needs to select the proper image
and social media strategy for each of its networks. Acting the part is half the battle.

34. Social Media

35. Mobile Social Becomes the Norm

36. Monthly Social Media Users

37. Engagement Remains a Facebook Strength

38. Social Media Users

39. Snapchat is a Teenage Dream
Business Insider 2015

40. …but maybe not for long

41. Bob’s Favorite Social Media Tips
• Most Important Engagement = Shares, Retweets
• Social Media Posting Tools
• Your Handle Becomes Your Tattoo
• Use your name, name of business
• Namechk.com
• Reserve them all

42. Top Secret! – What Does Facebook Know
About You
1. Sign in to Your Facebook page on
your mobile
2. Find a paid ad in your News Feed
3. Click on the “v” button in the upper
right-hand corner.
4. Click on “Why am I seeing this?”
5. Click on “Manage Your Ad
Preferences.”
6. You will now see the page showing
what Facebook knows about you
Relevance Raises Response

43. Bob Bentz • Meet The Author • Pyramid Club • September 8, 2016
Mobile Advertising
There has never been an advertising medium quite like mobile that enables a brand to
effectively target the right consumers, in the right place, at the right moment.

44. Mobile Advertising

45. Mobile Advertising’s Rocket Growth
Data Source: StrongView/Selligent

46. When Will Mobile Get Its Fair Share?
Data Source: Meeker Report 2016

47. How to Advertise on Mobile
• Direct Mobile Websites
• Direct In-App Advertising
• Mobile social Ad Networks
• Mobile Ad Networks

48. Pinpoint Targeting “Targeting People, Not Places
Mobile advertising on websites and inside apps allows for precision targeting like you’ve never seen
before. The building blocks of campaign design include:
GEO-FENCING
No more wasted spend – only advertise to users within an area
defined by zipcode, radius, or unique polygon.
DEMO-TARGETING
Only reach the users who meet a target profile of interest,
behavior, level of education, group association…
DAYPARTING & GEO-TARGETING/CONQUESTING
Spend ad dollars whenever and wherever makes the most sense –
i.e., target nurses working night shift at local critical care facilities.

49. Facebook “No More Free Advertising
• The average Facebook user:
• 2/3 visit daily
• 300+ friends
• 70 page Likes
• 1.5 – 6.0% see your posts
• Boost Post vs. Dark Posts
• We will get better every week

50. Facebook is the Small Business Juggernaut
• Ad takes up 100% of mobile
screen.
• Right in the News Feed
• Targeted based on location
and interest
• Native advertising
• Limited advertising

51. If a Picture is Worth a Thousand Words,
What is a Video Worth?

54. Bob Bentz • Meet The Author • Pyramid Club • September 8, 2016
Mobile Apps
A walking billboard that’s in the pocket of your customer 24 hours a day.

55. Mobile Apps

56. App Timeline
• Tetris – first mobile game app (1994)
• iTunes – (2003)
• Apple App Store (July 2008)
• Android Market (October 2008)
• Facebook acquires Instagram for $1 billion (2012)
• Snapchat turns down Facebook’s $3 billion offer (2013)
• Facebook acquires WhatsApp for $16 billion (2014)
• Angry Birds 3 billion downloads (2015)
• 44 billion app downloads (2016

57. Time Spent With Apps

58. USA’S Most Popular Apps

59. You Probably Only Use a Few Though

60. Types of Apps “If It’s Free It’s Me”
Free
Premium
Paymium
Freemium

61. Bob Bentz • Meet The Author • Pyramid Club • September 8, 2016
Mobile Commerce
Retail businesses have multiple touch points with their customers on the path to purchase. The business that
provides a true omnichannel approach to those touch points will be most likely to succeed in the age of mobile.

62. Mobile Commerce

63. The Traditional Sales Funnel Has Changed to an
Omnichannel Approach

64. Bob Bentz • Meet The Author • Pyramid Club • September 8, 2016
The Age of Mobile
Relevance Raises Response

65. The Age of Mobile
• Search
• IoT
• The Connected Car
• Monitored Health
• Smarter Advertising
• Video
• Multiscreening
• Mobile Wallets
• Think Mobile, Act Local
• Virtual Reality, Augmented Reality

66. The Age of Mobile

67. Conclusion
Marketing is an ongoing contest for people’s attention, and mobile provides the
mechanism that, in the history of promotion, is the closest a brand has ever
been able to get to its customer. With mobile, customers can act on any
message at any time, no matter where they are. They can take immediate
action to research, find, or buy something. When a consumer can act in the
moment, his expectations are high and his patience is low. That makes the
credibility and relevance of the mobile message of the utmost importance.
Ultimately, brands that do the best job of engaging consumers with a relevant
mobile message will win.
--Bob Bentz
Relevance Raises Response: How to Engage and Acquire with Mobile Marketing

68. Relevance Raises Response:
How to Engage and Acquire with Mobile Marketing
Available at Amazon or other fine online book retailers.