Date post: | 03-Sep-2014 |
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Education |
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Mobile Marketing 101 for Small Business
Mobile Marketing 101 for Small Business
Navin Ganeshan, @NganeshanNetwork Solutions
John Jantsch, @DucttapeDuct Tape Marketing
Navin Ganeshan, @NganeshanNetwork Solutions
John Jantsch, @DucttapeDuct Tape Marketing
Why market on mobile?Why market on mobile?
They’re looking for you•35% of all searches are mobile users looking for local businesses
Your customers are on mobile•Mobile internet usage grew to 120M in 3 years
•Half of all US adults will use mobile for
purchasing decisions by 2014
They’re ready to buy•82% of local searches result in action – call/visit/sale
•61% of local searches result in purchase
• Native app or Mobile-Web• DIY Prices from $299• For content-providers (e.g. bloggers)…
• A great way to build loyalty• And monetize content
• …but for most SMBs, • Creates more marketing challenges than it solves
Check outSwebAppsAppMakrAppBreederMobileRoadieGoogle AppInventor
Check outSwebAppsAppMakrAppBreederMobileRoadieGoogle AppInventor
Bottom Line
Inexpensive to try, but pointless for most small businesses
Bottom Line
Inexpensive to try, but pointless for most small businesses
Custom AppsCustom AppsCustom AppsCustom Apps
Paid Search & Display AdsPaid Search & Display AdsPaid Search & Display AdsPaid Search & Display AdsExtending Pay-Per-Click to mobile is simple •Specifying your location automatically places it on a map
Check outGoogle Adwords ExtensionsApple iAdsWhere.Com
Check outGoogle Adwords ExtensionsApple iAdsWhere.Com
Bottom Line
Current models cost-prohibitive, but future is bright
Bottom Line
Current models cost-prohibitive, but future is bright
Display ads only cost-
effective for large
brands/campaigns•Typical iAds cost is >$0.5M
Future models look promising•Simple pricing ~$30/mo
•Ability to target hyper-locally and in real-time
SMS / Text MessagingSMS / Text MessagingSMS / Text MessagingSMS / Text Messaging• Strong growth in consumer adoption
• 98% of phones are texting-capable, 6 trillion msgs in 2011
• High response rate• 90% of text messages are read
• Helpful customer communication channel
But…
• Lacking in context• Spam will limit marketing appeal Check out
MobileStormExpressTextCallFireOptitConstantContact
Check outMobileStormExpressTextCallFireOptitConstantContact
Bottom Line
Unsuitable for generating leads, but useful for service and loyalty
applications
Bottom Line
Unsuitable for generating leads, but useful for service and loyalty
applications
Check-Ins/Gaming AppsCheck-Ins/Gaming AppsCheck-Ins/Gaming AppsCheck-Ins/Gaming Apps• Rewards-based Apps – ShopKick,
CheckPoints• Check-in/networks - FourSquare,
GoWalla• Profiles - Facebook/Google Places,
Deals• Mostly free
Bottom Line
Claiming/enhancing profile helps, but managing incentives takes more effort
Most effective are still the Most effective are still the basics…..basics…..
Most effective are still the Most effective are still the basics…..basics…..
SearchEnsuring that you’re found by those looking for you
&Discovery
An efficient interface for them to engage with you
SearchSearchSearchSearch• Searches done on Engines, Maps,
Directories/apps
• Mobile SEO matters• Optimize for bounce rate, load time• Use mobile style-sheets, mobile sitemap
• Claim your profile on directories• Improves your rank and chances of being found• Monitor data quality – phone number, address• Mostly free, but paid services make it easier
Bottom Line
Optimizing for mobile search is the single most important act of mobile
marketing
Discovery & EngagementDiscovery & EngagementDiscovery & EngagementDiscovery & EngagementDo…•Build a mobile site (DIY)
• Use leverage existing website content• Use intelligent URL redirection• Provide 1-click links for Click-to-Call,
Maps, Hours, reservations
•Enhance content on review sites• Add enhanced content, photos• Monitor reviews, provide responses
Don’t…•Focus excessively on aesthetics•Market a separate mobile URL
Check outNetwork SolutionsDudaMobile
Check outNetwork SolutionsDudaMobile
Bottom Line
Make it simple for customers to discover and act after searching and
finding
Trends & Technology to Trends & Technology to watchwatch
Trends & Technology to Trends & Technology to watchwatch
• Near Field CommunicationNew wireless technology that will make mobile commerce frictionless
• ISIS (Carrier-billing)Single point of billing for all mobile purchases
• Further convergence of Social, Local, MobileContinuing rapid innovation (and disruption)
• HTML5 Blurring the line between native apps and mobile-web
Q & AQ & AQ & AQ & A
Thanks!Thanks!Thanks!Thanks!• Come by our nsMobile Lounge
#109 @ #BWENY
• Download our Mobile Marketing eGuide
• Join us at NYC404, meet Gary Vaynerchuck