The Three Pillars of Mobile Marketing

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Mobile Web Up

See & hear the presentation at www.mobilewebup.com/webinars with live Q&A and a free gift for all who attend.

Business Technologie

How Big Is Mobile?

Current estimate:

115 Million Consumers
Browse the web on mobile
Each month in the USA
Source: comScore

http://mobilewebup.com/stats

Copyright 2012 Mobile Web Up

24% 30% Growth for Mobile Web
in 2011!

From 85.6 Million
To 111 Million
st st
Jan 1 to Dec 31 , 2011
Source: Mobile Web Up analysis
of public comScore data

Copyright 2012 Mobile Web Up

Mobile is BIGGER.
More people worldwide use mobile text messaging
than email.

More people worldwide have mobile phones than
have computers.

More people worldwide have mobile phones than
have credit cards.

More people worldwide have mobile phones than
have FM radios.
Copyright 2012 Mobile Web Up

Mobile

as a

Mass Media

Copyright 2012 Mobile Web Up

Benefits of Mobile
●first truly personal mass media
●first always carried mass media

●first always on, always connected mass

media
●only mass media with a built in payment

channel (SMS payments, itunes, NFC)
●only mass media with social context

Copyright 2012 Mobile Web Up

Three Pillars of Mobile

Mobile Apps
Text Messaging (SMS, MMS)
Mobile Internet

Copyright 2012 Mobile Web Up

Three Pillars

Mobile Apps 37.6%

Mobile Internet 49.0%

Text Message 74.1%

http://mobilewebup.com/stats

Copyright 2012 Mobile Web Up

Mobile Apps

Key Advantage:

Richer, more engaging
experiences possible
More than with SMS or mobile web

Copyright 2012 Mobile Web Up

Mobile Apps

Disadvantage:

Higher cost
per % reached
Capital investment is worthwhile for brands.
May not be for smaller orgs

Copyright 2012 Mobile Web Up

Mobile Apps

Require a Marketing Budget

Bureaucracy of App Store
Submission process

Copyright 2012 Mobile Web Up

Text Messaging

Biggest benefit:

Very Wide Reach.
Over 74% in the USA in 2012

Copyright 2012 Mobile Web Up

Text Messaging

Other benefits:

High open rates (95-98%)

Immediacy (4 min!)

Copyright 2012 Mobile Web Up

Text Messaging

Downside:

Least expressive/interactive.

160 characters of text

Copyright 2012 Mobile Web Up

Mobile Web

Relatively high reach

+

Rich, engaging interactivity

Copyright 2012 Mobile Web Up

Mobile Web vs. Apps

Mobile websites can...

● Capitalize on your other web marketing

● Receive traffic from search engines

Copyright 2012 Mobile Web Up

Mobile Vs. Desktop:
Physical Differences

●Smaller Screens
●Different Interface – No Mouse or Keyboard

●Huge variety of mobile phone devices ...

Copyright 2012 Mobile Web Up

Many Devices

Literally hundreds of distinct smartphones
used in the USA right now...
Each with their own quirks.

New devices and platforms reaching the
market almost continually.

Copyright 2012 Mobile Web Up

Mobile Leverage Points

Text message → Mobile Web/App
Social Share → Mobile Web
Mobile Web → Click-to-call
Mobile Web → Mobile App
QR Code → Mobile Web

Copyright 2012 Mobile Web Up

Print → Mobile Web
Lead Funnel

Offline advertisement prompts people to view
website on mobile phone.

Transitions to more interactive experience
that the prospect can carry with them

Passive Prospect → Active Lead

Copyright 2012 Mobile Web Up

QR Codes

(Also called “2D Barcodes”)

When scanned with a phone's
camera, leads to a website.

Copyright 2012 Mobile Web Up

Why QR Codes?

●Make it easier for the prospect to visit
website (they don't have to type)

●Allows different URLs for better
segmentation and tracking

Copyright 2012 Mobile Web Up

The Key With QR Codes:

Make Sure the QR code address
leads to a mobile friendly web-page.

A QR code is only ever going to be scanned
by a handheld device. Never a laptop, and
rarely by an iPad!

Copyright 2012 Mobile Web Up

“How To Get On the Mobile Web”

Free Email Course

http://mobilewebup.com/course/

Copyright 2012 Mobile Web Up

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The Three Pillars of Mobile Marketing

5. Mobile is BIGGER. More people worldwide use mobile text messaging than email. More people worldwide have mobile phones than have computers. More people worldwide have mobile phones than have credit cards. More people worldwide have mobile phones than have FM radios. Copyright 2012 Mobile Web Up

7. Benefits of Mobile ●first truly personal mass media ●first always carried mass media ●first always on, always connected mass media ●only mass media with a built in payment channel (SMS payments, itunes, NFC) ●only mass media with social context Copyright 2012 Mobile Web Up

23. Many Devices Literally hundreds of distinct smartphones used in the USA right now... Each with their own quirks. New devices and platforms reaching the market almost continually. Copyright 2012 Mobile Web Up

25. Print → Mobile Web Lead Funnel Offline advertisement prompts people to view website on mobile phone. Transitions to more interactive experience that the prospect can carry with them Passive Prospect → Active Lead Copyright 2012 Mobile Web Up

33. The Key With QR Codes: Make Sure the QR code address leads to a mobile friendly web-page. A QR code is only ever going to be scanned by a handheld device. Never a laptop, and rarely by an iPad! Copyright 2012 Mobile Web Up

35. Mobile Web Consultation One-on-one Consultation with a Mobile Web Up specialist ● What are the best opportunities in mobile for your brand... short, medium and long term? ● Where should you start? ● How can you take greatest advantage of your current online marketing? ● Agency Partner Opportunity Copyright 2012 Mobile Web Up

The Three Pillars of Mobile Marketing

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