What about Mobile Marketing?

transcript

Holy @#&%! What about Mobile Marketing?!?

#WhatAboutMobile

With Your Hosts…

Justin MastrangeloFounder

JA Interactive & JA.TXT

Jon-Mikel BaileyFounder

Wood Street, Inc

@JustinPGH @jonmikelbailey

#WhatAboutMobile

3 Mobile Marketing Opportunities 3 Biggest Mobile Marketing Mistakes

Wrong Way, Right Way

The Next 45 Minutes…

Opportunities

(start here)

Are You Getting Mobile Traffic?

(probably, but let‘s check...)

#WhatAboutMobilePage 6

Check Your Stats...

Where to look…

Install Google Analytics

In Audience, check either:

Browser & OS, or Mobile Stats

Check Your Stats... What are the overall numbers?

Check Your Stats... What are the browser numbers?

#WhatAboutMobile

Tweet This!

Mobile traffic varies by industry. Check web stats to see where mobile users are going. #WhatAboutMobile

Remember Traditional Media?

(it hasn‘t gone anywhere)

#WhatAboutMobile

Mobile Call-to-Action

QR Code

Download App

It’s easier!

#WhatAboutMobile

On TV: Chicago’s Shedd Aquarium

Offered a VIP package as a prize

Tested “Go to our website to enter” vs “Text in now to enter” on 4 different TV networks

3 networks used website

1 network used text messaging

#WhatAboutMobile

On TV: Chicago’s Shedd Aquarium

SMS vs. Web Entries

SMS (FOX)

URL (NBC)

URL (ABC)

URL (CBS)

#WhatAboutMobile

What’s the Goal?

Easy and interesting call-to-action

Measures the media

Can build a database from media

Cost-effective

#WhatAboutMobile

Tweet This!

Adding SMS to traditional media can get you in front of over 90% of mobile users. #WhatAboutMobile

Location and Events

Wait a minute, everyone is on their phone…

#WhatAboutMobile

Get them Involved at Events

Audience members could text in a question during the presentation

They were also entered to win an iPod shuffle

Over 40% of the audience texted in

#WhatAboutMobile

While They’re at Your Location

#WhatAboutMobile

While They’re at Your Location

Take advantage of your audience while they’re they closest to your product

Have them scan a QR code or text in for exclusive content, promotions, or a chance to win something

Use day-to-day traffic to build a mobile marketing loyalty program

#WhatAboutMobile

Get them Involved

SMS & QR

Enter to win

Check-ins?

No more clipboards!

#WhatAboutMobile

Tweet This!

Use SMS and QR to replace pens and paper at your events. #WhatAboutMobile

Mistakes

(they’re everywhere right now)

“I hear that QR Codes will save my life”

No, but if used properly, they can enhance your mobile marketing efforts…

#WhatAboutMobile

On the side of a bus…

When QR Codes don‘t work...

#WhatAboutMobile

On a large billboard…

When QR Codes don‘t work...

Any place where scanning is difficult…

#WhatAboutMobile

Where scanning is easy and the user wants more info…

A better approach would be...

And don’t just rely on QR, try SMS too…

#WhatAboutMobile

Tweet This!

Slapping a QR code on something is not a mobile marketing strategy. #WhatAboutMobile

“I know, I’ll send ‘em to my homepage”

This is your chance to either be annoying or to be the HERO, you choose…

#WhatAboutMobile

Remember, these need to be super focused and user friendly. Um…

So, where are you sending them...

#WhatAboutMobile

Create versions that work well for small screens and

touch navigation…

A better version...

#WhatAboutMobile

Even better, create landing pages specific to the campaign you are using to get them there…

A better version...

#WhatAboutMobile

Tweet This!

Less is more on mobile. Give your audience what they need and stop there. #WhatAboutMobile

Focusing on the Tools

(…and not the strategy)

#WhatAboutMobile

Focusing on the Tools

#WhatAboutMobile

A Good Example

“Text LASIK to 12345 for your chance to win free LASIK surgery”

#WhatAboutMobile

A Good Example

Radio campaign used the prize (free LASIK surgery) to qualify the entries

Text messaging showed the company which stations were getting more entries so they could target those stations more later

The database built from the campaign was used to text out time-sensitive offers in the future during slow periods of business

#WhatAboutMobile

Just because a tool exists, does not mean you need to rush out and use it. Think about your goals and your target audience first…

Remember this slide?

#WhatAboutMobile

Tweet This!

Marketing on mobile is not about technology, it’s about strategy. #WhatAboutMobile

Wrong Way, Right Way

#WhatAboutMobile

QR Codes: The Wrong Way

Placing QR Codes on your website? Really?

Placing a QR Code on anything that links to your homepage

Placing QR Codes where scanning them is difficult

Assuming everyone knows what it is and what to do with it

#WhatAboutMobile

QR Codes: The Right Way

Use QR where the user will want more information

Link QR a mobile page with RELEVANT content

Place QR Codes where they make sense

Know your audience? Are they tech savvy?

#WhatAboutMobile

Apps: The Wrong Way

Creating an app that clones a site

Building an iPhone app when your users are multi-platform

Creating an app that is limited

Creating an app because you want to say you have an app

#WhatAboutMobile

Apps: The Right Way

Ask if the solution could be offered as a mobile website

Know your audience. Are they multi-platform users?

It should serve a purpose, solve a problem

Don’t build something “cool”

#WhatAboutMobile

SMS: The Wrong Way

SMS call-to-action is placed at the bottom of an ad in small print

Incentive is “To join our mobile club…”

Subscribers are never texted again

…or subscribers are texted only marketing messages

#WhatAboutMobile

SMS: The Right Way

The SMS call-to-action is the focus of the ad

An exclusive offer and behind-the-scenes video is the incentive

Subscribers are given a product update and another video in less than two weeks

#WhatAboutMobile

Geo-Location: The Wrong Way

A dentist’s office puts up a “check in here” sign in their lobby

A restaurant puts up a “check in here” signs on their tables but does not setup an offer

#WhatAboutMobile

Geo-Location: The Right Way

The dentist’s office concentrates on other form of mobile marketing

A restaurant creates an offer for the “mayor” and those who check-in three times

#WhatAboutMobile

Tweet This!

Only 12% of smartphone owners use geo-location services. #WhatAboutMobile

http://mashable.com/2011/09/06/location-based-services-unpopular/

#WhatAboutMobile

Remember…

Calls-to-Action

QR Codes

Delivering Content

Mobile Web & Video

#WhatAboutMobile

Ask these Questions

What is the goal?

How will you reach the audience?

Is it easy for them?

Is it mobile-friendly from start to finish?

Is there VALUE for the audience?

#WhatAboutMobile

Placeholder, enter yourown text here

Questions?Jon-Mikel Bailey301.668.5006 x8452www.woodstreet.com@jonmikelbailey@woodstreetweb

Justin Mastrangelo412.334.6835www.jainteractive.com@JustinPGH@JATXT

What about Mobile Marketing?

Technology