Mobile Marketing 101 for Small Business - May 2014. Presentation by Dolphin Browser (http://dolphin.com/) at San Francisco Small Business Week (http://www.sfsmallbusinessweek.com/).

1. Smart Phone. Clever Browsing.
Mobile Marketing
Small Business
Edith Yeung | May 2014

2. Agenda
1. Introduction
2. Marketing 101
3. Why Mobile?
4. Mobile Ecosystem & Landscape
5. Simple Steps to Mobile Marketing
6. To apps or not to apps?
7. Mobile Advertising

3. @edithyeung

4. Who is Dolphin?

5. Dolphin was born
Ex-Microsoft engineers frustrated with their mobile
browser, got together and built Dolphin for Android.
(July, 2009)
Launched Dolphin Gesture
World’s first Gesture browser enables users to customize their
own gesture and shortcuts.
(May, 2010)
1,000,000
First 1M users achieved (July, 2010)
10,000,000
First 10M users achieved (Nov, 2011)Launched Dolphin Sonar
World’s first voice-enabled browser. You can now talk Dolphin.
(February, 2012)
China Telecom & KDDI
Partnership
Carriers love Dolphin
Dolphin
Milestones
50,000,000
First 50M users achieved (Aug, 2012)
Series A Funding
Partner with Sequoia and Matrix Partners
2013 100,000,000
First 80M users achieved (January, 2014)

6. Delivering
the
best
mobile
web
experience
to
the
world
Mobile First | Intuitive | Highest Performing

7. Dolphin’s Solution
Designed for
Touchscreens
Innovative and intuitive
UX design for mobile devices
Integrate Mobile
App and Cloud
Dolphin integrates all mobile
apps & services
Best HTML5 Performance &
Compatibility
§ Dolphin leads all other mobile
browsers in HTML5 benchmark tests
§ Building our developer community
and ecosystem with Dolphin Open
APIs
Consistency Across All
Screens and Devices
§ Solving the fragmentation problem
by providing cross-platform
consistency for HTML5 developers
and users
§ Targeting all leading mobile
platforms and screen types (phone,
tablet & tv) – enabling our users to
access Dolphin everywhere

8. • #1 About.com Readers' Choice Awards
Best iPhone/iPod touch Browser
• #1 The 40 Best Free iPhone and iPad
Apps (PC World)
• #2 on Top 100 Android Apps (CNET)
• #2 on 10 must have Android apps you
need (PCMAG)
• The Best Web Browser for Android
(Lifehacker)
• 2012 Top 10 Startups to Watch
(Networkworld)
• Top 10 Get Started Apps of 2011-2012
(Applicious)
• Top 20 must-have Android Apps (TIME)
• Dolphin Browser proves it's ready for an
HTML5 future (Gigaom)
• Dolphin is highest performing HTML5
browser (AndroidCentral)
Dolphin in the Press

11. What is marketing?
Definition:
• Action or business of promoting and
selling products or services.
Market
Research
Public
Rela1ons
Social
Media
SEO
&
Website
Partner
Marke1ng
Branding
Event
marke1ng
M
a
r
k
e
t
i
n
g

12. We want it and we want it now.

13. Over 1 billion Android devices
have been activated and more than
700 million iOS devices sold

14. Why Mobile?
Facebook has more
then 945 million
mobile monthly active
users

15. YouTube generates 40% of its traffic via
mobile

16. eBay generated $20 billion worth of
mobile transactions at the end of 2013

17. 88% of mobile search take action
within one day (Google)

18. As of January 2014
90% of American adults have a cell phone
58% of American adults have a smartphone
32% of American adults own an e-reader
42% of American adults own a tablet computer

19. Your customers use mobile a lot!
Pew
Research

20. Mobile Landscape
Carriers
Device Manufacturers! Operating
Systems!

21. Mobile Landscape
Mobile
Website
Mobile
App
Mobile
Ads
Mobile
LBS
Places
• Mobile
optimized
and
responsive
website on
mobile
browser
• Build loyalty
using your
own apps
and enable
discovery,
transactions
and
payments.
• iAds for iPhone
& iPad
• AdMob for
Android
• Check-in
• Rewards
loyalty
• Mobile
location
presence
• Starting to
offer deals in
large metro
markets

22. Lean Mobile
Marketing:
3 Easy Steps

23. Step 1 – Optimize mobile search
– Mobile SEO matters on
Google, Yahoo, Bing, Yelp,
Foursquare, Shopkick
– Think searches are done on
maps, directories/apps,
mobile browser
– Optimize mobile search
results by updating your
business description, phone
number, address, photos,
etc.
– Mostly free, but paid services
make it easier

24. Google Local
google.com/business/placesforbusiness

25. Google Local
google.com/business/placesforbusiness

26. Google Local
google.com/business/placesforbusiness

27. Yahoo Local
smallbusiness.yahoo.com/local-listings

28. Bing Local
bingplaces.com

29. Yelp
biz.yelp.com

30. Foursquare
business.foursquare.com/

31. Step 2 – Mobile Optimized Website
– Responsive website
– Simple landing page
– Simple call to actions
• Click-to-Call
• Click-to-Reservation
• Click-to-Maps
• Click-to-Download
• Click-to-Info
• Click-to-Purchase
• Click-to-get email
– 20% of existing website
content
– Test on both Android & iOS
– Tools: Strikingly, Weebly,
WIX, Squarespace

32. Strikingly

33. Weebly

34. Wix

35. Square Space

36. To apps or not to apps?

37. Macy’s: Shopping/Shopkick

38. Starbucks: Purchase & Check
Balances

39. Uber & Lyft: Maps

40. Square: Take payment anywhere

41. Wells Fargo: Mobile Transactions

42. McDonalds: Discounts & Coupons

43. Mobile Advertising – what to think
about?
• Location: Zip code / Geo
• Time: Time of Day / Day of the Week
• OS: Android vs iOS
• Devices Type: Samsung Galaxy S4
• Consumers: Age / Gender
• Interest: Similar Apps / Categories
• Landing page: What is your call to action?

44. Mobile Ad for Restaurants / Menu

45. Mobile Ad for Shopping/Email
Collection

46. Mobile Ad for shoes & interactive

47. Mobile Ad for electronics / buy

48. Mobile Ad for Entertainment / Tickets

49. Mobile Ads for Cars / Video

50. Questions?