1.
New Rules of Mobile Marketing and PR:
7 Ways to Exploit Smartphone Mobile Techniques &
Geo-Location Marketing
Scott Stanchak
Manager, Mobile Marketing – Avis Budget Group
Email: smstanchak@gmail.com
Twitter: @ScottStanchak
LinkedIn: LinkedIn.com/scottstanchak
Clarity: https://clarity.fm/scottstanchak
All images used in this presentation are property of their respective owners

2.
The Opportunity
1.
By 2015, 81% of U.S. mobile users will be using smartphones*
2.
50% of mobile Web users use mobile as their primary means of going
online**
3.
53% of U.S. mobile users access search from their device daily***
4.
More tablet computers will be shipped by EOY ’13 than desktop &
notebook computers combined****
5.
90% of smartphone users use their phone for pre-shopping
research**
6.
8 in 10 shoppers use their smartphone device while in-store**
7.
There are more mobile phones than there are televisions
*Source: Goldman Sachs, 2011
**Source: DigitalBuzzBlog, 2013
***Source: Google and Mobile Marketing Association Survey, 2012
****Source: IDC, 2013
*****Source: Jupiter, 2013

3.
Mobile Apps & Responsive Sites
Mobile Apps = Loyalty
If a mobile phone is your most personal device, only apps that provide
value will reside there.
Build > Acquire > Engage & Retain
127 minutes spent per
day in mobile apps – 168
watching TV.
*Source: Flurry, 2012

4.
Mobile Apps & Responsive Sites
Mobile Web = Effective & essential experience
The presentation of the Web is no longer defined as “computer based,”
but is screen agnostic.
Not one screen size has
more than 20% of the
market.
*Source: Mobify Research & Development

5.
Mobile Marketing Planning & Strategy
1.
Present a compelling case for “mobile” buy-in
1.
2.
3.
2.
Determine the “why”
What is the ROI
Mobile is NOT cannibalization of other channels
Build a strong foundation
1.
2.
Core functionality creates a stable enhancement environment
Start small

6.
Mobile Marketing Planning & Strategy
3.
Execute effectively
1. Use current Web metrics to determine features
2. Gather feedback
4.
Determine largest growth potential areas
1. Know your audience
2. Analyze the numbers
3. Survey users

7.
Mobile Marketing Planning & Strategy
5. Engage & Retain
1. Define the value proposition to stay on a user’s device
2. Work (hard) to keep users
3. Profiling is key

8.
Mobile Content Ideas That Work
1.
Listen to Google
> When Google jumps…
2.
Short & sweet works best
> Attention on mobile is limited
3.
Mobile-first mentality
> Start small and simple, then expand

9.
Mobile Content Ideas That Work
4.
Write – often
> The more content the better
5.
Catchy headlines
> Make it hard to look away
6.
Introduce visuals
> Text gets boring

10.
Mobile Content Ideas That Work
7.
Notifications
> Create engagement
8.
In-App Messaging
> Communicate effectively

11.
How to Launch Apps on a Budget
1.
Research Concept
2.
Outsource Development
3.
Research Marketing
4.
Gather Data
5.
Optimize

12.
Optimizing Mobile Properties
1.
Design for context not device
2.
Reduce friction to optimize the experience
3.
Utilize all mobile channels
4.
Acquire user feedback
5.
Listen to the data
57% of mobile users say
they won’t recommend a
business with a poorly
designed mobile website*
*Source: Google, 2013

13.
Measuring Performance
1.
ARPU = Average return per user
2.
LTV = Lifetime value per user
3.
Conversion = Optimal experience
4.
CAC = Customer acquisition cost
5.
Retention = Rate users return

14.
Mobile Trends to Watch
1.
Wallet
2.
Big Data
3.
Click-to-Call

15.
Mobile Trends to Watch
4.
Personalization & Localization
5.
Mobile-First
6.
Facebook Ads