the three pillars of mobile marketing
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Copyright 2012 Mobile Web Up
The Three Pillars OfMobile Marketing
Webinar Presentations Every WeekOn Mobile Web Marketing
Sign up atwww.mobilewebup.com/webinars/
Copyright 2012 Mobile Web Up
Copyright 2012 Mobile Web Up
How Big Is Mobile?
Current estimate:
115 Million ConsumersBrowse the web on mobile
Each month in the USA
Source: comScore
http://mobilewebup.com/stats
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24% 30% Growth for Mobile Webin 2011!
From 85.6 MillionTo 111 Million
Jan 1st to Dec 31st, 2011
Source: Mobile Web Up analysisof public comScore data
Copyright 2012 Mobile Web Up
Mobile is BIGGER.
More people worldwide use mobile text messaging than email.
More people worldwide have mobile phones than have computers.
More people worldwide have mobile phones than have credit cards.
More people worldwide have mobile phones than have FM radios.
Copyright 2012 Mobile Web Up
Mobile
as a
Mass Media
Copyright 2012 Mobile Web Up
Benefits of Mobile
●first truly personal mass media●first always carried mass media●first always on, always connected mass media●only mass media with a built in payment channel (SMS payments, itunes, NFC)●only mass media with social context
Copyright 2012 Mobile Web Up
Three Pillars of Mobile
Mobile AppsText Messaging (SMS, MMS)
Mobile Internet
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Three Pillars
http://mobilewebup.com/stats
Mobile Apps 37.6%
Mobile Internet 49.0%
Text Message 74.1%
Copyright 2012 Mobile Web Up
Mobile Apps
Key Advantage:
Richer, more engaging experiences possible
More than with SMS or mobile web
Copyright 2012 Mobile Web Up
Mobile Apps
Disadvantage:
Higher costper % reached
Capital investment is worthwhile for brands.May not be for smaller orgs
Copyright 2012 Mobile Web Up
Mobile Apps
Require a Marketing Budget
Bureaucracy of App StoreSubmission process
Copyright 2012 Mobile Web Up
Text Messaging
Biggest benefit:
Very Wide Reach.
Over 74% in the USA in 2012
Copyright 2012 Mobile Web Up
Text Messaging
Other benefits:
High open rates (95-98%)
Immediacy (4 min!)
Copyright 2012 Mobile Web Up
Text Messaging
Downside:
Least expressive/interactive.
160 characters of text
Copyright 2012 Mobile Web Up
Mobile Web
Relatively high reach
+
Rich, engaging interactivity
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Mobile Web vs. Apps
Mobile websites can...
● Capitalize on your other web marketing
● Receive traffic from search engines
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Copyright 2012 Mobile Web Up
Copyright 2012 Mobile Web Up
Copyright 2012 Mobile Web Up
Copyright 2012 Mobile Web Up
Mobile Vs. Desktop:Physical Differences
●Smaller Screens●Different Interface – No Mouse or Keyboard●Huge variety of mobile phone devices ...
Copyright 2012 Mobile Web Up
Many Devices
Literally hundreds of distinct smartphones used in the USA right now...Each with their own quirks.
New devices and platforms reaching the market almost continually.
Copyright 2012 Mobile Web Up
Mobile Leverage Points
Text message → Mobile Web/AppSocial Share → Mobile WebMobile Web → Click-to-callMobile Web → Mobile AppQR Code → Mobile Web
Copyright 2012 Mobile Web Up
Print → Mobile WebLead Funnel
Offline advertisement prompts people to view website on mobile phone.
Transitions to more interactive experience that the prospect can carry with them
Passive Prospect → Active Lead
Copyright 2012 Mobile Web Up
Copyright 2012 Mobile Web Up
Copyright 2012 Mobile Web Up
Copyright 2012 Mobile Web Up
Copyright 2012 Mobile Web Up
Copyright 2012 Mobile Web Up
QR Codes
(Also called “2D Barcodes”)
When scanned with a phone's camera, leads to a website.
Copyright 2012 Mobile Web Up
Why QR Codes?
● Make it easier for the prospect to visit website (they don't have to type)
● Allows different URLs for better segmentation and tracking
Copyright 2012 Mobile Web Up
The Key With QR Codes:
Make Sure the QR code addressleads to a mobile friendly web-page.
A QR code is only ever going to be scanned by a handheld device. Never a laptop, and
rarely by an iPad!
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“How To Get On the Mobile Web”
Free Email Course
http://mobilewebup.com/course/
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Mobile Web Consultation
One-on-one Consultation with a Mobile Web Up specialist
● What are the best opportunities in mobile for your
brand... short, medium and long term?
● Where should you start?
● How can you take greatest advantage of your current
online marketing?
● Agency Partner Opportunity
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