where to begin in mobile marketing
DESCRIPTION
Since the iPhone's arrival in 2007, mobile's been a frequent topic of discussion is business meetings. Unfortunately for most companies, it's mostly talk for fear of action--for good reason. The fast pace of mobile's evolution has forced most brands, including powerhouses like Starbucks and Walmart, to admit that they can't keep up. Here's a secret: you don't need to.TRANSCRIPT
Where to Beginin Mobile MarketingA pragmatic approach to integrating & scaling mobile efforts into your marketing mix
Curt Prins Integrated Marketing Summit – Minneapolis 6 June 2014
Agenda:1. About Me2. Mobile Factoids3. Where to Begin4. Mobile Tools to Consider5. Q&A
About Me:• 1993: Mobile Seed Planted• 1995: Embedded Computing• 2004: First Smartphone• 2009: Mobile in a nonprofit• 2010: Mobile strategist for
Startups, F100 & NPOs
Factoidsto give you a sense of scale& speed of mobile adoption
371,000 babies are born daily
645,000 iOS devices activated
1,500,000 Android devices
activated
1:6Yes, that’s one kid for every six mobile devices.
7,000,000,000 people on the
earth
6,000,000,000 access to
mobile
4,500,000,000 access to
toilets
175,280,000 smartphone
users
107,100,00 tablet users
282,380,000 mobile devices
primed foryour attention
This trend has yet to plateau in the US.
We’re addicted to our mobile devices.
So is everyone else (but France).
Dirty Secret
what you might have heard about mobile marketing is
WRONG
Mobile isn’t just for big business.
Small businesses have adopted mobile faster.
It’s not exclusive for teens & millennials.
C-level executives are equally heavy users.
You DON’T need a mobile app to start.
Here are seven reasons why:
1. Good app costs $150-250K to build
2. Spend 1.5x to promote & update
3. Average user downloads 45 apps, 42 of which are free
4. But uses only 5 of them5. Pay $1.80-$2.50 per
download6. “Loyal” users uses the
app 3x7. Represent <8% of total
downloads
You don’t need the “bright & shiny” tools either.
Or most of these.
where you begin (in 3 steps)
#1: Understand
your customers & prospects
You are NOT one of them.
create user personas
observe them in public
talk to them
#2: Findtheir pain points
look at your analytics & set goals
Google offers a wealth of info.
talk to your team
talk to your customers
#3: Mobilizeyour existing marketing tools
start with your site
63% of your mobile visitors won’t comeback if you give them a desktop experience.
web site:• Create a mobile-responsive micro-site • Hold off on your main site unless it’s past due
for an overhaul• Backbone of all mobile efforts• Less is more—focus on critical information
first & limit forms to 3-5 questions• Do ample a/b testing
continue with email efforts
email:• It’s the most used app on smartphones• 92% of smartphone/tablet users check email• The average mobile Internet user spends
42% of her time on email.• Mobile users are looking for any excuse to
delete email• Resource: Text MOMAIL to 75309
optimize search engine marketing
SEM is more prominent on mobile screens.
sem:• 63% of local mobile search ends in a store
visit or other actions• Geo-targeting offers greater • Easy via Google AdWords• Click2Call drives conversions• Though dropping, CTR are still 4-5x over
desktop search
explore other mobile tools
other mobile tools:• Text messaging open rates exceed 95%--
excellent for broadcast ads, events & print• Conversion tools like QR codes & NFC
bridge the traditional with the interactive• Graduate to mobile apps only if needed—
expensive to both build & keep relevant.• Ignore the “bright shinny things” unless their
direct benefit is obvious• Test small; scale up with success
Recap:#1: understand your audience#2: find their pain points#3: mobilize what you have
curtprins.com/connect