why some mobile campaigns succeed and why others fail

Jamie TurnerAuthor, Speaker and Marketing Consultant

Follow Jamie on Twitter @AskJamieTurner

Why Some Mobile Marketing Campaigns

Succeed While Others Fail

Introductions

As Seen On

• Co-author of How to Make Money with Social Media and Go Mobile

• Regular guest on CNN and HLN on the topic of social media and mobile marketing

• Consults with small, medium and large corporations

#1 Best-Selling Mobile Marketing Book

Download your free chapter at 60SecondMarketer.com/GoMobileChapter

Download These Slides at 60SecondMarketer.com/blog

Mobile Media Facts and Figures

Mobile Marketing Facts and Figures

• There are 6.8 billion people on the planet. 4.0 billion own a mobile phone. Only 3.5 billion own a toothbrush (Source: 60SecondMarketer.com)

Tweet these facts by using @AskJamieTurner



• 93% of those surveyed have their mobile device within arm’s reach 24/7 (Source: Morgan Stanley)




• 93% of those surveyed have their mobile device within arm’s reach 24/7 (Source: Morgan Stanley)

• Gartner Group predicts that by 2013 the number one way people will access the internet will be through their mobile devices (Source: Gartner)



• Mobile coupons generate 10 times the redemption rate of traditional coupons (Source: Borrell Associates)




• Google has seen mobile searches grow by more than 400% over the past year (Source: Google)




• Google has seen mobile searches grow by more than 400% over the past year (Source: Google)

• Research indicates that if someone leaves home without their wallet, they keep going. If they leave without the mobile device, they turn around (Source: 60SecondMarketer.com)


Source: Nielsen

0

10

20

30

40

Compare prices online while shopping in store (38%)Browsing products through websites or apps (38%)Searching for or using online coupons (24%)Purchasing products (22%)Scanning barcode for price or info (22%)Using location based services to find retail location (18%)

Activities Conducted on Mobile Devices

How Businesses are Using Mobile Marketing to Grow Revenues


• Mobile Web Sites

• Short Message Service (SMS)

• Multimedia Message Service (MMS)

• Mobile Display Ads

• Mobile Paid Search

• Location-Based Marketing: LBS, NFC, Bluetooth and LBA

• Apps

• 2D Codes (QR Codes)


Google 50%

RIM 8%

Apple 33%

Microsoft 9%

Source: Nielsen

Download these slides at 60SecondMarketer.com/blog

How People Make Buying Decisions


Female Brain


Female Brain Male Brain

How to Set Up a Mobile Website

Standard Mobile

Mobile Website

Mobile Websites: The Essential Things You Need to Know

• Be Thumb-Friendly

• Streamline the Navigation

• Honor Your Brand

• Test Your Site

SMS and MMS

Short Message Service• The most common phone-

based activity among U.S. cell phone users of all ages

• Used by American Idol, the American Red Cross and others

• Used by doctors to remind patients of appointments

• Used by airlines to update people on flights

Mobile Display Ads

Mobile Display Ads

• Planned and bought through an ad agency or via mobile advertising network

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

Mobile Display Ad Options

• User clicks ad, which then uses GPS technology to identify location and direct them to nearest store

Source: MobClix


Mobile Display: Targeting Options

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

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

• Demographic targeting• Time of day targeting• Advertiser retargeting through

pixels or clicker tracking• Carrier/handset targeting• Age of device/profile


Mobile Paid Search

Is Mobile Paid Search Right for You?

• Mobile paid search is perfect for quick information on low-consideration products or services

• 70% of searchers complete their task within 1 hour, compared with 30% for desktop (MobileMarketer)

Mobile Paid Search

• Local queries are the norm -- movies, restaurants, bars, coffee shops, etc.

• Click-to-call and click-to-map are important

• Voice search is now available for all major search engines

Location-Based Marketing: Location-Based Services, Near Field Communications and Location-Based Advertising

Location-Based Marketing Overview

Location-Based Services


Tips on Using Location-Based Services

• First of all, claim your business

• Reward first-time visitors

• Change deals often

• Promote group check-ins. The more in a group, the better the deal

• Interact with customers. Make them accomplish a small task (Origami napkin) to redeem

• Promote to those checking-in nearby

Near Field Communications

Location-Based Advertising

• Uses Geo-Fencing to figure out where you are

• SMS, display ads and paid search ads can be targeted by location

• Subway in the U.K. used location-based SMS to provide discounts to customers who walked by their store

Mobile Apps

Mobile Apps

• A mobile app is not a mobile website

• An app is a software program that lives on your smartphone

• A mobile website is a website that lives on a server in “the cloud”

0

17.5

35

52.5

70

Games (64%) Social Networking (56%) Music (44%)Entertainment (34%) Weather (60%) Maps (51%)News (39%) Banking (32%)

How Apps Are Used

Source: Neilsen

Augmented Reality Apps

How to Develop an App for Your Business

• For a customized experience, use a mobile app development company (Mobilize Worldwide)

• For a plug-and-play experience, use ShoutEm, MobileRoadie, AppMakr, GENWI, Mippin, MobBase, MobiCart, MyAppBuilder or RunRev

2D Codes

60SecondMarketer.com/GoMobileChapter

2D Codes• 2D codes can be used to

deepen relationship with audience

• Come in many formats: QR Codes, Datamatrix, EZ Code, Microsoft Tag, SPARQCode and ScanLife

• 2D code reader can be downloaded from SPARQ.it


• 10% of magazine advertising pages contain a QR code, up from 5% a year ago

• Average response rate was 6.4%

• According to the DMA, the verage response rate for direct mail is 4.4%Source: Nellymoser

2D Codes• 2D codes can drive people to

websites, to phone numbers, to contact information and even to text messages

Let’s Generate a QR Code

2D Codes

Jamie’s Neanderthal Exhibit Photo

2D Codes

Jamie’s Neanderthal Exhibit Photo

Jamie’s High School Yearbook Photo

2D Codes

Google Goggles

Google Googles

Common Mistakes, What Doesn’t Work and a 10-Step Action Plan

The Most Common Mobile Marketing Mistakes

1. Reluctance to Embrace New Technology

2. Not Measuring Your Campaign

3. Not Taking Advantage of Geo-Locational Targeting

4. Not Recognizing the Transformative Nature of Mobile Marketing

What Doesn’t Work in Mobile Marketing

• Desktop websites displayed on mobile sites

• QR codes placed in areas with bad cell coverage

• Mobile display ads that don’t take advantage of location

• Running a mobile campaign without considering context -- where your customer is at the time of engagement

Mobile Media Action Plan

• Step #1: Mobilize your website

• Step #2: Watch how your competitors are using mobile media

• Step #3: Start using mobile media yourself

• Step #4: Set your Google Alerts for “Mobile Marketing”

• Step #5: Create a 2D or QR code promotion

• Step #6: Run a mobile ad campaign

Mobile Media Action Plan

• Step #7: Claim your business on location-based applications

• Step #8: Design an iPhone or a Smart Phone app

• Step #9: Integrate your mobile campaign into the rest of your campaign

• Step #10: Test your way into success

To Download:60SecondMarketer.com/blog

Follow me here:60SecondMarketer.com/blog@AskJamieTurner

Contact me:[email protected]

Contact Me

mailto:[email protected]

mailto:[email protected]

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