HMWC ‐ CFOS GAB Seminar 2/21/2013
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MESSAGE TO THE MASS!!
DIGITAL MARKETING
By: Don PhravorachithDate: February 21, 2013
DIGITAL MARKETING
Internet Marketing: Website, SEO, social media
Mobile Marketing: Mobile web, mobile apps
HMWC ‐ CFOS GAB Seminar 2/21/2013
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PROS & CONS IN INTERNET MARKETING
Internet Marketing Pros: 79% of North American population use
the internet (June 2012) Reach larger population for
economical price More efficient, b/c it’s 24/7 marketing
Green marketing
PROS & CONS IN INTERNET MARKETING
Internet Marketing Cons: Which vendors to choose & trust Large vendors can be expensive Small vendors can be limited in
big picture vision & may not be that economical
HMWC ‐ CFOS GAB Seminar 2/21/2013
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WEBSITE DESIGN & DEVELOPMENT CRITERIA
Request samples of websites Do they have designers & developers What do they do for SEO & mobile –
friendliness Do they offer custom CMS Do you have ownership of your site
SEO & SMM DEFINITION
Search Engine Optimization (SEO): To increase a website’s visibility in a search engine through "natural“ or un‐paid "organic" search results
Social Media Marketing (SMM): Process of gaining website traffic through social media
HMWC ‐ CFOS GAB Seminar 2/21/2013
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SEO & SMM SUPPORT CYCLE?
SEO & SMM STATISTICS
Position on Google: 1st = 46% CTR, 2nd = 29% CTR, 3rd = 20% CTR
94% increase in CTR when search and social media are used together
50% of consumers use a combination of search and social media to make purchase decisions
HMWC ‐ CFOS GAB Seminar 2/21/2013
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SEO VENDOR CRITERIA
On‐Page SEOOff‐Page SEODo they have clients in your business
TYPES OF MOBILE MARKETING
Mobile Ads: Advertisements on mobile devices
Mobile Web: Website designed to fit the display of mobile devices
Mobile Apps: Software DOWNLOADED on mobile devices
HMWC ‐ CFOS GAB Seminar 2/21/2013
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PROS & CONS IN MOBILE MARKETING
Pros: • Mobile marketing: Fastest
growth sector in 2011, expanding 54% year to year to $3.4 billion (PQ Media 2012)
• 61% of smartphone users make local searches from mobile devices (comSCORE 2012)
• Can reach anyone w/mobile device
• Green marketing
PROS & CONS IN MOBILE MARKETING
• 61% of clients visiting a non‐mobile site will go to the competitor’s
• App Revenue = $7.3 billion in 2011 rising to $36.7 billion by 2015
Cons: • Require mobile device &
sometimes internet access• Can be expensive, if not done
correctly• Who to trust
HMWC ‐ CFOS GAB Seminar 2/21/2013
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MOBILE SUBSCRIPTIONS
Mobile subscriptions outnumber landlines 5 to 1 (Dec 2011) US mobile web usage will overtake PC web
usage by 2015Top 3 global smartphone sales for 2011
o Android = 49%o Apple = 19%o Symbian (Nokia) = 16%
MOBILE MARKET ENABLER
Unlimited data plans
Smartphone penetration
3G / 4G Handset ownership
Mobile media usage (music, video, games, etc.)
HMWC ‐ CFOS GAB Seminar 2/21/2013
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WHY MOBILE WEB?
Faster download for standard smartphone 3G (0.2 Mbps) speedsSuccinct info to avoid scrolling left / right or increasing fontNo flash / flash pluginsNo one intentionally leaves their homes w/out their mobile phones
WHY MOBILE WEB (continued)?
Google Mobile Statistics Report:o1 in 3 smartphone searches are for local businesses 61% called the company, 59% visited
the company, 49% make purchases
o79% of smartphone owners use it to shop online; 71% use it to search for more info on things they see on TV, press or ads
HMWC ‐ CFOS GAB Seminar 2/21/2013
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WHY MOBILE WEB (continued)?
Google Data: Searches on Mobile Devices
Category Proportion of mobile searches
Restaurants 29.6%
Automotive 16.8%
Consumer electronics 15.5%
Finance and insurance 15.4%;
Beauty and personal 14.9%
WHY MOBILE WEB WITH NEO DESIGN CONCEPTS
Software compatibility with over 6000 mobile devices
Content Management System (CMS)Mobile web redirection SEO capability E‐c0mmerce Site translation Analytics Social media integration
Integration of reviews from Yelp & Foursquares QR code creation Full website quick link
HMWC ‐ CFOS GAB Seminar 2/21/2013
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TYPES OF MOBILE APPS COMPARISON GRAPH
WHY HYBRID APP WITH NEO DESIGN CONCEPTS
Build for iOS, Android & HTML5 devices Content Management System (CMS)Mobile web redirection or full website
access Shopping cart Online scheduling Marketing CapabilitiesMarket & list local businesses or
affiliates Push Marketing GPS QR Code & QR Code Marketing Video or image contest
Social media integration Events calendar