8 tips to leverage

smartphonesfor marketing ©

 promobikes.eu

mobile is sexy @

critical mass

mobile is in our DNA

reach

localcontent

purchase

intent

local

advertising

solutions

2.5M downloads

30%of our digital searches

coming from mobile

(March 2011)

usage

mobile marketer = astronaut

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digital expert webinars seriesMARKETING

8

1.Know the device capabilities.2. Understand user context.

3. Beware of …

4. Define the “role” of mobile.

5. Application considerations.

6. Start where the audience is..

7. Test. Fail quick and fail cheap.

8. Track everything.

8tips

ultimate tool for local marketing.

why the ultimate tool?

• Where I am

• Personal

•24/7

•Social

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digital expert webinars seriesMARKETING

11

1. Know the device capabilities.

2.Understand user context.3. Beware of …

4. Define the “role” of mobile.

5. Application considerations.

6. Start where the audience is..

7. Test. Fail quick and fail cheap.

8. Track everything.

8tips

the mobile/social generation

not just the young cool dudes

Wait, I’m updatingmy status

on FaceBook!

Source: Quorus Consulting Group

covers the whole purchasing process

Awareness

Purchase decision

(Transaction)

“I’m ready to buy. Are you ready to sell?”

77% have contacted a business following a local search on their phone.

Source: Google/IPSOS

44% have purchased following a local search on their phone

Source: Google/IPSOS

88% have taken action in less than 24 hours!

Source: Google/IPSOS

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digital expert webinars seriesMARKETING

20

1. Know the device capabilities.

2. Understand user context.

3.Beware of …4. Define the “role” of mobile.

5. Application considerations.

6. Start where the audience is..

7. Test. Fail quick and fail cheap.

8. Track everything.

8tips

in control

confidentiality

©  Idea go / FreeDigitalPhotos.net

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digital expert webinars seriesMARKETING

23

1. Know the device capabilities.

2. Understand user context.

3. Beware of …

4.Define the “role” of mobile.5. Application considerations.

6. Start where the audience is..

7. Test. Fail quick and fail cheap.

8. Track everything.

8tips

Powered By:

theresultspeople.com

digital expert webinars seriesMARKETING

25

1. Know the device capabilities.

2. Understand user context.

3. Beware of ...

4. Define the “role” of mobile.

5.Application considerations.6. Start where the audience is..

7. Test. Fail quick and fail cheap.

8. Track everything.

8tips

considerations

1.value/differentiation2.life expectancy3.frequency4.marketing role5.costs

usage by platform

60% 15% 15%

WebMobile

10%

Source: YP.ca mobile

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theresultspeople.com

digital expert webinars seriesMARKETING

30

1. Know the device capabilities.

2. Understand user context.

3. Beware of traps.

4. Define the “role” of mobile.

5. Application considerations.

6.Start where the audience is..7. Test. Fail quick and fail cheap.

8. Track everything.

8tips

presence: audience already there…

Price information 49%

Product Info / reviews 44%

Promotions / Coupons 40%

Inventory 34%

Locate retailer 54%

Price information 49%

Product Info / reviews 44%

Promotions / Coupons 40%

Inventory 34%

Locate retailer 54%

Use their phonewhen shopping

Source: Google/IPSOS

79%

geo-based marketing = answer!

???LocationProducts

Promotions

http://www.flickr.com/photos/nsub1/2281211792/

the state of your mobile destination?

©  bumptap

©  bumptap

content distributed to partners

mobile placement: stand out!

SEM

« Display »

Source: iAD

Brand Filter

National

Mobile Placement

Local

Sample

Only

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digital expert webinars seriesMARKETING

46

1. Know the device capabilities.

2. Understand user context.

3. Beware of traps.

4. Define the “role” of mobile.

5. Application considerations.

6. Start where the audience is..

7.Test. Fail quick and fail cheap.8. Track everything.

8tips

emerging models

« check-in »

« geo-

fencing »

customer

experience

& loyalty

comparative

shopping

product =

discussion

topic

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digital expert webinars seriesMARKETING

53

1. Know the device capabilities.

2. Understand user context.

3. Beware of ...

4. Define the “role” of mobile.

5. Application considerations.

6. Start where the audience is..

7. Test. Fail quick and fail cheap.

8.Track everything.

8tips

9tip

th

matthieu@mediative.ca

@matthieuhoule

linkedin.com/in/matthieuhoule

thanks!