Mobile marketing secrets your competitors won't like
1. Sameer Khan
Digital marketing lead @Rackspace
Entrepreneur, speaker and blogger
Mobile Marketing Tactics
Your Competitors Won’t like!
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Quick Intro
2
Twitter :: @sameerkhan
Blog :: Keywebmetrics.com
Blog :: Rackspace.com/blog/author/skhan/
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Agenda
3
Mobile opportunity
Mobile website
Advertising
Mobile Apps
SMS Marketing
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Mobile Will Surpass Desktops by 2013
Source: Emarketer.com.
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Smart Phone Usage in the US
78%
Adoption
47%
7 day usage
75%
Carry it all
the time
Source: Google, Inc and Emarketer.com.
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Smartphone Internet Usage
Source: Google, Inc.
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What are Users Looking for?
Source: Google, Inc.
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Mobile Purchase Funnel
Awareness
Engagement
Consideration
Acquisition
Retention
Mobile display
ads, SEO, PPC,
Qcode, Social
Mobile website,
apps, chat
Coupon, Free offer,
Click to call, Geo
targeted apps
Mcommerce, Lead
forms
Apps, Social Media
Followup
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The Need for Business Mobile Site
37%
Visited business
website
17%
Made a purchase
from business
online
23%
Got contact
information and
store locations
28%
Recommended
the business to
others
Source: Google, Inc.
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Building Mobile Site : Research
• Leadership insight
• Audit (Content + Tech)
• Google Analytics Analysis of your
Mobile traffic (opportunity analysis)
Mobile traffic %
Traffic by Device
Mobile conversion %
Mobile OS Traffic
Bounce rate
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Persona, Audience and Messaging
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Who?
Why?
How?
What
platform?
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Mobile Exclusive Vs Responsive Design
ResponsiveFull mobile
•Full design
/UX control
•Easy to
manage
•Loads Faster
•Good for
smaller sites
•Limited
flexibility
•Load time
issues in most
cases
•Cross platform
functionality
•Good for larger
websites
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Other Design Consideration
Hosting provider
(cloud vs dedicated vs
vendor hosting)
Universal vs
Smarphone vs Tablet
UI
CMS platform
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Building Mobile Site using Templates
•Theme Forest
mobile themes
•Dudamobile
•Mofuse
•Google GOMO
templates
•Joosee
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Outsourcing Mobile Site
• 99designs
• Odesk
• Fiverr
• Elance
• Sweb Apps (San
Antonio Based
• Ninja Marketing (My
company)
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SEO for Mobile Site
301 Redirects
Robot.txt (allow all)
Mobile sitemap
Keyword
Page Title
Interlinking
Google Places
Bing Local Pages
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Mobile Advertising: Ad Buys
Mobile Display
Ads
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Google Search Ad Extensions
Click to Call Mobile App Extension
Mobile Site-Links Location Extension
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Mobile Advertising: Best Practices
• 300x50
• Animated Banners
• No Flash
• CPC model works best
• 30-40% are unintentional clicks
• Test a lot Prosper202.com,
Hasoffers.com, MobaffTracker.com
• Use Ad server Mediamind.com
• Bid on position #1 and #2 for Google
PPC
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Mobile Advertising: KPIS
• Clicks to call
• Clicks to maps or location extension
• App downloads
• Orders placed
• Downloads completed
• Conversions
• Videos viewed
• Contact form submits
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Mobile Apps Statistics
Downloads 250Bn+ 10Bn+ 217M+
App Store
Apps
585K 450K 82K
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Build Your First App: Launch Plan
Research
App Store
Identify App
Category
Profit
Structure
Platform
Low Cost High Cost
Beta
Launch
Business/Games/
Ecomm.
In app
purchase/Subscription
iOS / Andriod /
Windows
Friends, Family,
Freemiums,
Geekdom
App
Marketing
Paid Ads / SEO /
Display / Existing
Customers / Social
Media / SMS
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Resources
Less
Customizable
Less Expensive
Swebapps.com
Buildanapp.com
Appbreeder.com
More
Customizable
More Expensive
Elance.com
Odesk.com
99Designs.com
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SMS Marketing: Why?
• Cell phone is a lifeline
• Traditional media channels are dying
• Internet is few clicks away
• Cost effective
• Text messages popup!
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SMS Marketing: What?
• Promos / Deals
• Local Marketing
• Events
• News / Alerts
Note - Please consult appropriate local laws before sending out messages.
User consent is important.
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SMS Marketing: Best Practices
• Once a week to 10 days
• Short and easy
• Allow users to opt in
• Use short codes
• Auto responders
• Contests
• DO NOT SPAM!
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SMS Marketing: Flow Chart
Find a
Provider
Strategy Messaging Analysis
Short code / Lead
form / Contest
One time / Auto
responder
ROI / CTR /
Leadsmob / Timing
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Upcoming Geekdom Events
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Seven steps to Social Marketing success for
Startups – May 29th 7pm. (Today!!)
Hinweis der Redaktion
I am going to start the presentation with a question. Raise your hand if you use smart phone for business. Keep your hands up if you worship your phone after work. Inst it amazing how mobile technology has transformed out lives. 20 years ago I didn’t even had a computer and the only computer that I had access to work a dos based 386 machine at my school. Fast forward today, emarketer and comsource (leading research agencies have predicted mobile users to exceed desktop users by the end of this year. When it comes to marketing platforms, mobile exceed the growth rate than any other media.
Let’s look at few more facts and figures. 120 million users in Us of which 75% carry their phones all the time
Here are various locations where we use our mobile devices. Any guesses where we use our mobile device most. Home is the #1 places where we
What are we using mobile for? Google continues to be the leading mobile platform. No doubt about this one because their free Android OS distribution strategy was to capture mobile market.
Here are few interesting use cases for mobile. Notice how finding about new products is more popular than looking for a restaurant.
Are you familiar with the demand generation funnel? What we are going to do here is apply the same funnel to mobile commerce and discuss each major section of the mobile demand generation funnel in details. There is a mobile counterpart to each phases of this funnel. You can use mobile display, mobile seo or ppc in awareness phase. Mobile site or app in engagement phase. Some type of offer in consideration. Mobile shopping cart in acquisition phase and social media in retention phase.
Why does a business needs a mobile site. We discuss few data points before but here is what users do through a mobile site. On top of using mobile for multiple tasks users expect the mobile experience to be as good as desktop if not better.
Before you starting developing mobile site there are several key research areas. First you need to get buy in from the owner or the leadership team. I remember back in 2011, when I first started with the a mission to built our first mobile site for Rackspace.com it was not an easy process. The way I approached it was I took as much data as I could find from web analytics and revenue metrics and pitched the idea to our leadership. My case went from should have to must have because we were clearly leaving a revenue on the table. Then I recruited an external agency to work on the project due to the work load on our internal web team. It took us 4-5 months to go from not having a mobile site to having a full blown mobile experience.
Once you have the initial information the next step is to understand your target audience. In most cases your person audience and messaging will be similar to the website. However, there are several other considerations such as what is the most active segment on mobile. What devices do they use (android, iphone, tablet).
There are multiple types of mobile site but at a foundational level it falls under two categories. First is having an dependant mobile site which is not connect to your desktop content vs having a responsive design. Responsive design is the latest buzz word mainly because the site design automatically adjusts to the platform.
