Mobile marketing presentation

WHY MOBILE MARKETING

IS NO LONGER OPTIONAL

Kendra Wright

1/23/2013

© 2012 – Saffire Events

1/23/2013


KENDRA WRIGHT

• Began building websites in 1995

for Fortune 1000 company

• Started my own company in 1998

• Wright Strategies - Custom development

• Saffire Events - Provide software to fairs,

festivals and rodeos

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WRIGHT STRATEGIES

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SAFFIRE EVENTS

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AGENDA

1. Why mobile is a “must have” for any business;

opportunities and best strategies

2. The great debate: App vs. mobile site

3. Getting people to engage with you on mobile

4. Tools you can use to enhance your mobile

presence (many of them mobile tools!)

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A LITTLE HISTORY

• Let‟s all think about where we were in 1994.

• I was at a high tech company building websites

within about 6 months after the Internet

became “mainstream.”

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OUR COMPUTERS

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ANYONE REMEMBER THIS?

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HOW ABOUT THIS?

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HERE’S A GOOD ONE.

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THIS WAS SLOW!

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SOUND FAMILIAR?

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COMPUTING SPEEDS

56,000

10,000,000

1,000,000

0

2,000,000

4,000,000

6,000,000

8,000,000

10,000,000

12,000,000

1995 Desktop 2011 Desktop 2011 Mobile

Speed (bps)

Speed

4G

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NOT JUST FOR CALLS ANYMORE!

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“ON THE SPOT” CONNECTIONS

Do “it” as

soon as you

think about

“it!”

Source: www.onlinemarketing-trendscom

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AGENDA

1. Why mobile is a “must have;”

Opportunities and best strategies

2. The great debate: App vs. mobile site


4. Tools you can use to enhance your mobile

presence (many of them mobile tools!)

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CRAZY STATISTIC

Source: Morgan Stanley Research

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THE IMPORTANCE OF MOBILE

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MOBILE SEARCH UP 400% IN 2011

Your customers are already viewing your site from mobile

(ready or not!)

Source: Google/IPSOS Reid 2011

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SALES ARE GROWING FAST!

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WHAT ARE THE PRIORITIES?

1. Your site

– SEO

– Content

management

system

– My Account

2. Get them

there

– Social

networking

– Email

3. Mobile

– Mobile site

– Tablet site

– Apps

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HOW GOOD SHOULD MY SITE BE?

User expectations are set by their

aggregated experience from

around the web.


aggregated user experience from

around the web.

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HOW GOOD SHOULD MY SITE BE?


aggregated experience from

around the web.

Kendra’s Law:

Your customers are going to a lot

of other websites besides yours!

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WEBSITES ARE STILL IMPORTANT

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EMAIL IS STILL IMPORTANT

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TABLETS ARE ALSO IMPORTANT

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… & GROWING ENORMOUSLY

40% access product reviews from tablets

US TABLET USAGE, 2010-2014

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TABLETS – NO FLASH

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MOBILE – NO FLASH & SMALL

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AGENDA



2. The great debate: App vs. mobile


4. Tools you can use while you‟re mobile to

enhance your mobile presence

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APP OR MOBILE SITE?

Android

48%Apple iPhone

30%

BlackBerry

17%

Microsoft

5%

Smart Phone Users

Source: Comscore, Nov. 11

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APP OR MOBILE SITE?

http://www.onlinemarketing-trends.com/2011/04/mobile-commerce-take-off-infographic.html

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AGENDA




3. Getting people to engage with you on

mobile

4. Tools you can use while you‟re mobile to

enhance your mobile presence

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CREATING A MOBILE SITE

• If you love your web “guy” and content

management system, use them!

• Try to have a single source of data

• Differences are size, speed and technology

• User experience IS your brand

• Users are “information snackers,” often as a

secondary activity

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MOBILE USER EXPERIENCE

• Make it quick! People won‟t “figure it out.”

– No splash screens

– Screens are smaller; our fingers aren‟t

– Be ruthless about navigation; use progressive

disclosure

– Straightforward, not “clever” categories and links

– Ultra-short is the new short for copy

(think Twitter!)

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GETTING PEOPLE TO ENGAGE

• Just like on the desktop, it‟s a web.

– Your desktop site, mobile site and blog

• People have to remember to come to these (or see ad)

– Facebook, Twitter, Email, your app

• Use short, frequent posts to remind them to go to your

mobile site (and your desktop site)!

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WHAT THE HECK IS THIS?

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CONNECT PRINT WITH MOBILE

Source: Google/IPSOS Reid 2011

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HOW TO USE QR CODES

• Use for general and

more purposeful

engagement

– Track performance with

Google Analytics

– FREE and EASY to

implement, e.g., http://w

ww.qrstuff.com/

http://www.qrstuff.com/



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AGENDA





4. Tools you can use while you’re mobile

to enhance your mobile presence

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MOBILE TOOLS

• Blog - Wordpress

• Facebook

• Twitter

• Flickr

• YouTube

• Pinterest

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WORDPRESS UPDATES

• Set it up on your computer

• “Skin” it to match your website

• Download Wordpress app

• Easily share photos and news via mobile

• Can be longer

– Link Facebook and Twitter to it

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WORDPRESS

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FACEBOOK

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TWITTER

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FLICKR (PHOTO SHARING)

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YOUTUBE

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PINTEREST

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PINTEREST

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LOCATION-BASED MARKETING

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LOCATION-BASED MARKETING

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BE EFFICIENT WITH HOOTSUITE

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STATISTICS FOR CONTEXT• 800M Facebook users (as of Dec „11)

– 36M “likes” for Coca-Cola #1 brand

• 100M+ Twitter users

– 18M followers of Lady Gaga - #1

• 131M viewed YouTube in Nov „11 alone

– 48M Volkswagen “The Force” on YouTube

– Rebecca Black‟s “Friday” - #1

• 62M Google+ (but early adopter advantage)

• 15M Foursquare

• 11.7M Pinterest (January) - fastest site in history to break through the 10 million unique visitor mark

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SPECIFIC IDEAS

• Make people feel like insiders

– First to know

– Behind the scenes

– Make it easy to share

– Consider funny

– Ask questions that get people to talk about

themselves in relation to your product or service

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SPECIFIC IDEAS

• Have a contest

– Text, tweet or post on FB page = publicity

• Do giveaways with charitable tie-in

• Give people lots of ways to share photos and

video – viral and get more photos!

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SPECIFIC IDEAS

• Take pictures of people engaged with your

business; post them and encourage them to

tag themselves

• Have a vote or quiz

– Answer on mobile site, text, app, QR code, etc.

• Judiciously promote people and groups

involved in your business for retweet/repost

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QUESTIONS?

• Slides are available on Slideshare.

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Mobile marketing presentation

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