Going Mobile: Small Business Guide to Mobile Marketing

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Mobile is the new mass media, smart phone use is growing at a rapid pace, Mobile websites are a great avenue for potetntial business. Share your mobile business cards, and mobile websites with current and potential clients.

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Presented by: Mosaic Emarketing MobiVantage http://mobilewebsites.mobivantage.mobi support@mobivantage.mobi 1 www.MobileWebsites.MobiVantage.mobi

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Fastest Moving and Changing Marketing Platform in History Your Customers are Mobile “If you don’t have a mobile strategy, you don’t have a future strategy.” Ian Carrington, Director, Mobile Advertisings Sales, EMEA, Google INTRODUCTION Mobile Websites & Mobile Marketing http://mobilewebsites.mobivantage.mobi 2

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Why Mobile Marketing is one of the best ways to generate new customers (Consumer Behavior) How the mobile habits of local consumers can affect your find-ability Text Messaging QR Codes Local Search (Google Places) How Mobile Websites fit into your online presence How to Mobilize your Marketing WHAT YOU WILL LEARN TODAY Mobile Marketing http://mobilewebsites.mobivantage.mobi 3

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Cell phones, Smartphones , iPads , Gaming Devices, ebook readers (Nook, Kindle) Mobile devices are everywhere. Mobile phones are here to stay. WHAT ARE MOBILE DEVICES? Pocket-Sized Computing Devices 4

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http://www.comscoredatamine.com/2011/10/half-of-us-tablet-owners-made-a-purchase-on-device-in-september/ 5

Mobile Media Users < 50%:

Mobile Media Users < 50% http://www.comscoredatamine.com/2011/11/majority-of-u-s-mobile-users-now-access-mobile-media/ 6

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The result of all this new technology? Mobile Marketing! MOBILE MARKETING 7

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“a set of practices that enable organizations to communicate and engage with their audience in an interactive and relevant manner through any mobile device or network.” WHAT IS MOBILE MARKETING? According to the Mobile Marketing Association, mobile marketing is: 8

Retail Access:

Retail Access http://www.comscoredatamine.com/2011/11/iphone-users-more-likely-to-access-retail-content-via-apps-than-android-users/ 9

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Stop marketing the shotgun way. Laser target your marketing instead with Mobile Marketing! MOBILE MARKETING 10

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Communicating with consumers using mobile devices. Not a one-way message, not pushing info. Consumers invited to opt-in, giving permission for communication. Providing value to consumers. WHAT IS MOBILE MARKETING? 11

Online Shopping Experience:

Online Shopping Experience 12

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Most of the cell phone population has purchasing power! Population approaching 7 billion Cell phones approaching 5 billion Internet users – less than 2 billion 80% of Americans have cell phones Smartphone usage growing to 50% in 2011 20% of US households are mobile only WHY MOBILE IS IMPORTANT 13

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NO SPAM Zone NO unwanted messages WHAT IS MOBILE MARKETING? 14

Location Based QR Code Scanning:

Location Based QR Code Scanning http://www.comscoredatamine.com/2011/12/20-million-americans-scanned-a-qr-code-in-october/ 15

Mobile Purchasing: Reasons:

Mobile Purchasing: Reasons http://www.comscoredatamine.com/2011/12/convenience-leads-as-top-reason-for-purchasing-on-smartphone/ 16

Deal-A-Day :

Deal-A-Day http://www.comscoredatamine.com/2012/01/majority-of-mobile-deal-a-day-audience-from-upper-income-segments/ 17

Social Media Access via Mobile:

Social Media Access via Mobile http://www.comscoredatamine.com/2011/12/mobile-devices-are-fueling-the-social-addiction 18

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Very targeted marketing Push marketing A New Tool for your Marketing Tool belt WHAT IS MOBILE MARKETING? The International Telecommunications Union (ITU) has found : According to the United Nations-run organization, a whopping 6.1 trillion text messages will be sent by the end of 2010 . That figure, which has tripled in the past three years, means people around the globe are sending 200,000 text messages every second. 19

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About 1.3 billion internet users use email About 3 billion cell phone users use text messages By the end of 2010, 6.5 trillion text messages will have been sent WHY MOBILE IS IMPORTANT 20

Text Messaging by Age Group:

Text Messaging by Age Group 21

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More people of all ages are accessing emails on cell phones But emails are not always opened Considered spam or trashed WHAT About Email ? 22

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On the other hand: 90% of text messages are read within 3 minutes 99% of all text messages are read. Average redemption rate is 20% regardless of business type No spam filters. The Rise of Text Messaging 23

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Text messaging through mobile phones is becoming the preferred way to reach customers. Global mobile advertising marketing will be over $16 billion by 2011. WHY MOBILE IS IMPORTANT Clearly, if your business isn’t on the mobile web, you are losing clients and, more significantly, those clients are likely to go to your competitors! 24

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The mobile marketing potential is ENORMOUS! You CANNOT afford to ignore this trend!! THE BOTTOM LINE 25

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First came Print Then came Recordings … Cinema … Radio … TV Then came the Internet MOBILE – THE 7TH MASS MEDIA 26

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Now we have MOBILE - the 7th Mass Media. What is Mass Media? Media that touches the greater masses. MOBILE – THE 7TH MASS MEDIA 27

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With Mobile, you can do everything the other 6 media do. Read newspapers Watch movies Listen to music Listen to radio Watch TV Surf the Web MOBILE – THE 7TH MASS MEDIA What’s so special about the Mobile Industry? 28

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Only media that is truly Personal Consumer can be identified individually Always on – 24/7 Constantly with the owner Has built-in payment mechanisms All can be done at moment of Intense Impulse! MOBILE – THE 7TH MASS MEDIA Benefits the other 6 Mass Media don’t have: 29

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Mobile is the newest Mass Media with the potential to become the most influential mass media of all time! “If you don’t have a mobile strategy, you don’t have a future strategy.” Ian Carrington, Director, Mobile Advertisings Sales, EMEA, Google MOBILE – THE 7TH MASS MEDIA 30

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Very effective and affordable Provides constant access to customers Can target specific customers Trackable Results can be quick FEATURES OF MOBILE MARKETING 31

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“It’s clear that retailers that don’t embrace mobile phone technology in the coming year will be left behind, much as those retailers who sat on the sidelines in the early days of digital or social media are now playing catch up.” THE FUTURE... According to Advertising Age , 32

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If your business isn’t on the mobile web, you are losing clients and, more significantly, those clients are going to your competitors ! WARNING ! 33

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Retail – benefits the most from mobile marketing Some others include: Travel Real estate Food and beverage Consumer electronics Apparel and accessories … and many more WHO NEEDS MOBILE MARKETING? 34

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A niche whose target population doesn’t use mobile phones Small business who cannot afford a loss from marketing experimentation (use a mobile marketing expert to minimize losses) Business owner who ignores important trends. WHO DOESN’T NEED MOBILE MARKETING? 35

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Limited only by your imagination Coupons Surveys Loyalty clubs Last minute travel deals Ticket sales Sales and events … and more! HOW TO USE MOBILE MARKETING 36

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Mobile phone use related to buying activities increased in 2010, especially 4Q 2010. Check for coupons and sales Shared deals with friends Comparison shopped for best prices Buyers used mobile phones to shop! $$$$$$$$$$$ SHOW ME THE MONEY! 37

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People use mobile phones to search every day Mobile friendly website loads faster Business info is clearly visible – focus on important information (phone #, address …) Travelers search with their mobile phones Market differently with 2 different website formats Higher search engine rankings from 2 websites MOBILE FRIENDLY WEBSITES – WHY YOU NEED ONE! 38

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http://www.comscoredatamine.com/2011/09/u-s-smartphone-audience-growth-by-age-segment/ 39

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Mobile Internet Sites Mobile friendly website for your business QR Codes SMS Text Messaging Daily Deals/Coupons/Announcements/New Products Mobile E-mail Multimedia Messaging Service (MMS) Can send audio, video and pictures Video Marketing: YouTube Channel/ Vimeo / Social Media: Facebook /Twitter/ Linkedin /etc. Google Places: Yelp/Reviews/etc. Check in: FourSquare / Gowalla /etc. MOBILE MARKETING TOOLS 40

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NON-MOBILE FRIENDLY WEBSITES .com on PC .com on mobile Requires horizontal scrolling on mobile Likely to miss important information Frustrating! 41

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Easy to navigate Information clear Pertinent links Minimum graphics MOBILE FRIENDLY WEBSITES . mobi website on mobile screen 42

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“Donate Now” button and link “Directions” link “Hours & Admission” link “Contact” link Link to main website Links to current events and exhibits MOBILE FRIENDLY WEBSITE EXAMPLE Tulsa Zoo website features: 43

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In planning a mobile marketing campaign, you will send consumers to your website. If your website is not mobile friendly, consumers will not have a good experience and will leave your site Less than 1% of .com, .net & .org sites are mobile friendly 99% chance your website is not mobile friendly . MOBILE FRIENDLY WEBSITES 44

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There are many mobile marketing tools you can use to get your message out. Select some and craft your messages to fit the tools. Mobile Marketing Tools include: Text Messaging (SMS) – Short Message Service Most cell phones can send text messages Limited to 160 characters Almost 100% open rates Texting is universal – it works on all mobile phones MOBILE MARKETING TOOLS 45

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Mobile Applications Computer programs installed on mobile phones Provide capabilities for doing things (shop, checking acct balance) Can advertise on mobile apps Interactive Voice Response (IVR) Make and receive voice calls without live person on your end MOBILE MARKETING TOOLS 46

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Mobile Social Media Easy to participate in social media conversations Incorporate ad messages into conversations Mobile Advertising Advertise to broader base using ads placed in apps, on websites Google bought AdMob – Mobile advertising is very important ! MOBILE MARKETING TOOLS 47

Top Mobile Growth Areas:

Top Mobile Growth Areas 48

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Mobile Commerce Smartphones are like digital wallets, using bar code scanners and mobile point of sale systems to make purchases Proximity Marketing Send geo-specific marketing messages Local Search marketing for your mobile website MOBILE MARKETING TOOLS 49

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Mobile-enabled Traditional Media Use traditional marketing media to invite consumers to opt-in to your list (print ads, TV ads … ) QR Codes 2D barcode that can be scanned digitally to direct consumers to websites or marketing messages MOBILE MARKETING TOOLS 50

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Quick Response Code – 2D digital barcode Scan with reader on smart phone camera Scan with store scanner Store extensive data which is read digitally Created with help of mobile marketing consultan t QR CODE QR Code 51

QR Code Instore Usage:

QR Code Instore Usage 52

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Works as pull advertising rather than push advertising Provides links to web pages, coupons, opt-in invites, sales events e.g. Scan code on sign at Target and get instant coupon delivered to phone e.g. Scan QR code on Coke can and it downloads the Coke ringtone e.g. Calvin Klein replaced a billboard with a giant QR code. QR CODE 53

Mobile/QR Coupon Redemption:

Mobile/QR Coupon Redemption 54

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Place on print advertising, business cards, t-shirts, billboards, posters, websites, etc. Can be created with help of mobile marketing consultant. QR CODE 55

How to Get Found on Mobile:

How to Get Found on Mobile Local Search levels are high on Mobile Leading to in store visits and purchases Higher on Mobile than PC/tablet Average $ amount spent is higher than on a PC Online and Mobile Directories Google Places Bing/Yahoo/GPS/ TomTom 56

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Create a Mobile Friendly Website 50% of cell phones will be smartphones in 2012 with access to the web Start a Text Message Marketing Program Majority of mobile phones can receive text messages Direct, personal and cost-effective marketing strategy More text messages sent then voicemails Market with your own QR Codes Offer your own Daily Deals START NOW !!! 57

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Mobile is THE new mass media Mobile phone use growing at rapid pace, smartphone sales growing! Mobile is great marketing potential for businesses Mobile is set to explode! It’s time to incorporate mobile into your overall marketing campaigns. SUMMARY Are you ready for the MOBILE EXPLOSION? Go Mobile Now w/ MobiVantage 58

Mosaic Emarketing | MobiVantage:

Mosaic Emarketing | MobiVantage Do You need a mobile optimized presence? We will help you implement the appropriate strategies to optimize your mobile presence. Presented by: Wendy Mosaic Emarketing MobiVantage http://mobilewebsites.mobivantage.mobi support@mobivantage.mobi 59

Mosaic Emarketing/MobiVantage:

Mosaic Emarketing / MobiVantage References Comscoredatamine.com http://pewinternet.org/Reports/2011/Cell-Phone-Texting-2011/Main-Report.aspx 60

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