What’s New in Mobile Marketing:The 5 Most Important Mobile Strategies for

Your Company in 2014

Darin SwickPresident

WSI Advanced Web Profits 1

Agenda

• Darin Swick and WSI• The Growth and Impact of Mobile

Marketing• Mobile for B2C Versus B2B• Top 5 Strategies for Mobile Marketing• Supporting Platforms and Technology

Required• Combining In-House and Outside

Marketing Resources• Tools & Resources

About Darin

• Founder, Global Digital Enterprises, Inc. • Franchise Owner “WSI” Digital Marketing Agency• Background: Deloitte Consulting, Ernst & Young, IBM,

and EMC• Work with Business Leaders interested in 3X growth or

moreConsulting Philosophy

“If You Can’t Draw A Picture Of It, You Don’t Understand It”

“If You Can’t Measure It, You Shouldn’t Do It!”

The Growth of Mobile Marketing

Convenience or Obsession?Fifteen percent of Americans answer their cell phone

…while having sex

Seventy-five percent of Americans admit to using their phone

…while in the bathroom

Nine million have shopped using a mobile device …while in a meeting at work

44% of mobile users …sleep with their phone next to their bed because they wanted to make sure they didn’t miss any calls or texts during the night

Why Do We Care As Marketers ?

In 2014, mobile internet usage……exceeded desktop usage

61% of Mobile Searches result in….…phone calls placed to a business

90% of Mobile Searches lead to an action……and more than ½ of these lead

to a purchase

80% of Mobile Users use text messaging……this was only 58% in 2007

98% of SMS and MMS messages are opened…

…29% Twitter, 16% Facebook, 12% Email

Local and National Ad Dollars Growing

Behavior Drives Strategy• Consumers spend 15+

hours per week researching on mobile sites.

• 48% of consumers start mobile shopping-related research using search engines v. branded web sites.

• 69% of consumers expect a business to be within 5 miles of where they’re located.

• 55% of consumers want to purchase within an hour, 83% within a day.

Mobile MarketingB2C v. B2B

B2B v. B2C Marketing: Are They Really That Different?

For B2B or B2C the same mobile marketing principles apply…. What is your consumer trying to achieve?

Becoming Alike?

Top 5 Strategies for Mobile Marketing

Mobile Myths and Learning's

• It’s NOT about the DEVICE!• It IS about the USER – specifically the user

JOURNEY• Your USER’s don’t care about the

technology, but you need to• Mobile “compatible” is not mobile

“optimized”• Your mobile strategy needs to be

consistent and integrated with your multi-channel strategy

Fundamentals First

Strategy Precedes Action!

1. Understand the User Journey – site, mobile, social2. Analyze your competitors3. Set clear business objectives – online sales, offline

engagement4. Set your success criteria and measurement process5. Select the right supporting technologies and

platforms6. Establish analytics and measurement tools

What Are the Key Mobile Strategies?

1. Strategy guides design2. Select the right architecture

o Dedicated Mobile Site – It’s own website; highly customizable, more complex to manage.

o Responsive Design – One site that sizes to any device; manage content in one place.

o Hybrid – Incorporates both Dedicated and Responsive elements; consistent look on different devices, but flexibility to display different pages on different sites.

3. Apply modern design principleso Prioritize your contento Setup your most important

hyperlinks (calls-to-action)o Add phone integration

Strategy #1: Create Your Mobile Site

Creating a Mobile Friendly Site

Guidelines

Challenge Solution

Content must be succinct

100 words per page MAX

Keep website synced to mobile

Direct content feed from desktop website (RSS, XML)

Fewer & smaller images

Small and quick to load

Clear navigation

Smartphone navigation best practices for usability

Steps in Creating a Mobile Friendly Site

Basic Steps Comments

Develop a Strategy What will your visitors/customers want the most from your site? Strive for simplicity | Focus on Usability.

Prioritize Hierarchy of Information Pick no more than 5 visible menu options that then open to additional options – ALL VISIBLE WITHOUT GLASSES!

Optimize with the Right Keywords For SEO purposes, use the most highly searched Keywords specific to your business so that you are FOUND easily.

Incorporate Branding Carry your branding images from you main website over to your mobile site – be consistent!

Optimize Functionality Buttons should be easy to push, “activate” when pushed, and should be obvious.

Update Often Mobile site should sync with your main website automatically and reflect ongoing updates.

Example of Customer-Driven Design

Strategy #2: SMS & MMS• SMS

o Most common phone-based activity among all U.S. cell phone users of all ages

o Used by doctors to remind patients of appoints and airlines to update passengers on flight status

• MMSo Sending images, audio and

video with or without texto Usually limited to smart

phones and tablets

SMS & MMS

• SMS – Only appropriate with permission!o Immediate Response – Discount codeso Planned Timing – Planned Evento Triggered Message – Product is shippedo Newsletter or Promotion – Special offers

FACT:Over 99% of SMS messages are opened, and over 90 percent are opened within the first 3 minutes

Short Codes

Short Codes are special telephone numbers, significantly

shorter than full telephone numbers that can be used to

address SMS and MMS messages

Strategy #3: Mobile Display

• Targeted advertising purchased through an ad agency, via mobile advertising network or digital marketing consultant

• Popular networks: iAd (Apple), Millennial Media (Independent), Ad Mob (Google) and others

Mobile Display Targeting

• Custom audiences -- TV fans, telecom switchers, business travelers, etc.

• Geographic targeting -- Country, City, Neighborhood, etc.

• Demographic targeting• Time of day targeting• Retargeting• Carrier/handset targeting• Age of device/profile• Banners & Videos• Calls-to-action like click-to-

call

Strategy #4: Mobile Paid Search

• Can be highly targeted to get specific ads to specific mobile users – high conversion rates

• SPEED – Can be #1 in the search stack

• Complex – Hire a professional to perform:o Keyword research

o Create Ad Copy

o Create Features

o Select Targeting Criteria

o Set budgets and bids

Strategy #5: Email Marketing

FIRST, OPTIMIZE FOR MOBILE!

Strategy #5: Email Marketing

Test the Following:1.Easy to Read?2.Easy to Scroll?3.Easy to Click?

Simple, but Effective Tips

Personalize your email content…1. Segment your messages to smaller, like

groups – send more relevant information!2. Provide more visually compelling campaigns3. Make it easy to socially share4. Make sure your links go to other “optimized”

landing pages also5. Get to the point QUICKLY and make sure

your primary CTA is front and center

Supporting Platforms

Choose an Integrated Platform

It should integrate data and analytics for: 1. Website engagement and search 2. Landing page campaign performance3. PPC and Search campaign management4. Retargeting campaign management5. Social media engagement and advertising6. Local listings management7. Email campaign setup and management8. Reputation management (reviews

platform)9. MOBILE campaign performance

Combining In-House & Outside Marketing

Resources

When it Works:

• Owns the outcome• Knows their customer• May lack knowledge

regarding latest mobile strategies

• Limited internal resources

• Prefers to lease versus build expensive technology

• Has more than one job

• Learns and adopts

Your Team Partner Team

• Shares in outcome results responsibility

• Deep knowledge of mobile strategies and technology

• Proven delivery processes

• Utilizes and maintains robust, dynamic technology platforms

• Creates acceleration• Teaches and transfers

knowledge

Regular communication the “glue”

Other IdeasMobile marketing is limited only by

your imaginationEngage Your Customers Welcome Programs Information Requests Voting Contests and Sweepstakes Event Alerts New Product Releases

Start Conversations Store Locators Exclusive Offers Item Availability Notices Text for Callback

Create Loyalty Shipping & Delivery Alerts Surveys Text for Customer Care Warnings Re-permission and Win-Back

Examples

American Red Cross• The American Red ross encouraged

donors to text HAITI to 90999 to give $10 to the Haiti Earthquake relief efforts.

• The campaign raised more than $32 million from 3 million unique donors, 95% of whom were first time donors.

• Takeaway: Mobile can be used as both a marketing tool and an operational tool which can streamline your processes. Taking advantage of both aspects increases your likelihood of success.

Heineken• In 2010, Heineken launched a mobile

game to coincide with the Champion League soccer games.

• The game, which could only be accessed while the UEFA game was being broadcast, challenged players to predict what would happen next in the live game.

• Takeaway: people are usually multitasking while on their phones, if you embrace this fact instead of trying to fight it, you will drive higher engagement.

True Blood• Prior to launching the third season of

HBO’s True Blood, the show ran a mobile ad campaign to drive buzz.

• While on sites that featured the ad, finger taps would appear bloody on the screen, followed by a stream of blood coming down the screen and a pop up banner ad for the show.

• Takeaway: Mobile banners can be hard to see, so break through the clutter with innovative and mobile-specific creative.

The Westin• The Westin launched geo-enabled ads

on the Weather Channel.• When in a chilly location, ads would

appear that prompted the user to wipe off the virtual frost to reveal 8 warm weather Westin destinations.

• Takeaway: Take advantage of the fact that you can receive geographical information about your users on mobile. Geo-enabled ads perform 4-5X better than ads that don’t take geography into account.

Brisk• Brisk used popular photo sharing app, Instagram to

run a promotion where users could submit photos through the app for the chance to have their photo on limited edition cans at 2011 SXSW.

• Takeaway: You don't have to spend millions to get into mobile. Sites and apps like Instagram, Foursquare and Gowalla are free and can be used to get your foot in the door of mobile marketing.

Southwest Airlines

Predictions

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Prediction # 1

“IF YOU ARE NOT MOBILE YOU WILL LOSE”

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Prediction # 2

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Prediction # 3

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Mobile of The Future?

Tools & Resources

Thank You!

Darin Swick

President, WSI Advanced Web Profits

WSIAdvancedWebProfits.com

Darin@wsiadvancedwebprofits.com

(303) 881-9192

LinkedIn: https://www.linkedin.com/in/darinswick

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