1. Why Some Mobile
Marketing Campaigns
Succeed While Others Fail
Jamie Turner
Author, Speaker and Marketing Consultant
Follow Jamie on Twitter @AskJamieTurner

3. Introductions
• Co-author of How to
Make Money with Social
Media and Go Mobile
• Regular guest on CNN
and HLN on the topic of
social media and mobile
marketing
• Consults with small, As Seen On
medium and large
corporations

4. #1 Best-Selling Mobile Marketing Book
Download your free chapter at 60SecondMarketer.com/GoMobileChapter

5. Download These Slides at
60SecondMarketer.com/blog

6. Mobile Media Facts and Figures

7. Mobile Marketing Facts and Figures
• There are 6.8 billion people on
the planet. 4.0 billion own a
mobile phone. Only 3.5 billion
own a toothbrush (Source:
60SecondMarketer.com)
Tweet these facts by using @AskJamieTurner

8. Mobile Marketing Facts and Figures
• There are 6.8 billion people on
the planet. 4.0 billion own a
mobile phone. Only 3.5 billion
own a toothbrush (Source:
60SecondMarketer.com)
• 93% of those surveyed have
their mobile device within arm’s
reach 24/7 (Source: Morgan Stanley)
Tweet these facts by using @AskJamieTurner

9. Mobile Marketing Facts and Figures
• There are 6.8 billion people on
the planet. 4.0 billion own a
mobile phone. Only 3.5 billion
own a toothbrush (Source:
60SecondMarketer.com)
• 93% of those surveyed have
their mobile device within arm’s
reach 24/7 (Source: Morgan Stanley)
• Gartner Group predicts that by
2013 the number one way
people will access the internet
will be through their mobile
devices (Source: Gartner)
Tweet these facts by using @AskJamieTurner

10. Mobile Marketing Facts and Figures
• Mobile coupons generate 10
times the redemption rate of
traditional coupons (Source: Borrell
Associates)
Tweet these facts by using @AskJamieTurner

11. Mobile Marketing Facts and Figures
• Mobile coupons generate 10
times the redemption rate of
traditional coupons (Source: Borrell
Associates)
• Google has seen mobile
searches grow by more than
400% over the past year (Source:
Google)
Tweet these facts by using @AskJamieTurner

12. Mobile Marketing Facts and Figures
• Mobile coupons generate 10
times the redemption rate of
traditional coupons (Source: Borrell
Associates)
• Google has seen mobile
searches grow by more than
400% over the past year (Source:
Google)
• Research indicates that if
someone leaves home without
their wallet, they keep going. If
they leave without the mobile
device, they turn around (Source:
60SecondMarketer.com)
Tweet these facts by using @AskJamieTurner

13. Activities Conducted on Mobile Devices
40
30
20
10
0
Compare prices online while shopping in store (38%)
Browsing products through websites or apps (38%)
Searching for or using online coupons (24%)
Purchasing products (22%)
Scanning barcode for price or info (22%)
Using location based services to find retail location (18%)
Source: Nielsen

14. How Businesses are Using Mobile
Marketing to Grow Revenues

15. How Businesses are Using Mobile
Marketing to Grow Revenues
• Mobile Web Sites
• Short Message Service (SMS)
• Multimedia Message Service
(MMS)
• Mobile Display Ads
• Mobile Paid Search
• Location-Based Marketing: LBS,
NFC, Bluetooth and LBA
• Apps
• 2D Codes (QR Codes)

16. How Businesses are Using Mobile
Marketing to Grow Revenues
Google RIM Apple Microsoft
50% 8% 33% 9%
Source: Nielsen
Download these slides at 60SecondMarketer.com/blog

17. How People Make
Buying Decisions

18. How People Make Buying Decisions

19. How People Make Buying Decisions
Female Brain

20. How People Make Buying Decisions
Female Brain Male Brain

21. How to Set Up a Mobile Website

22. Mobile Website
Standard Mobile

23. Mobile Websites: The Essential Things
You Need to Know
• Be Thumb-Friendly
• Streamline the Navigation
• Honor Your Brand
• Test Your Site

24. SMS and MMS

25. Short Message Service
• The most common phone-
based activity among U.S. cell
phone users of all ages
• Used by American Idol, the
American Red Cross and others
• Used by doctors to remind
patients of appointments
• Used by airlines to update
people on flights

26. Mobile Display Ads

27. Mobile Display Ads
• Planned and bought through an
ad agency or via mobile
advertising network
• Popular networks include iAd
(Apple), Millennial Media
(Independent), Ad Mob (Google)
and others

28. Mobile Display Ad Options
• User clicks ad, which then uses GPS technology to identify
location and direct them to nearest store
Source: MobClix
Download these slides at 60SecondMarketer.com/blog

29. Mobile Display: Targeting Options
• Custom audiences -- TV fans,
telecom switchers, business
travelers, etc.
• Geographic targeting -- Country,
City, Neighborhood, etc.
• Demographic targeting
• Time of day targeting
• Advertiser retargeting through
pixels or clicker tracking
• Carrier/handset targeting
• Age of device/profile
Download these slides at 60SecondMarketer.com/blog

30. Mobile Paid Search

31. Is Mobile Paid Search Right for You?
• Mobile paid search is perfect
for quick information on low-
consideration products or
services
• 70% of searchers complete
their task within 1 hour,
compared with 30% for
desktop (MobileMarketer)

32. Mobile Paid Search
• Local queries are the norm --
movies, restaurants, bars,
coffee shops, etc.
• Click-to-call and click-to-map
are important
• Voice search is now available
for all major search engines

33. Location-Based Marketing:
Location-Based Services, Near Field
Communications and Location-Based
Advertising

35. Location-Based Marketing Overview

36. Location-Based Services
Download these slides at 60SecondMarketer.com/blog

37. Tips on Using Location-Based
Services
• First of all, claim your business
• Reward first-time visitors
• Change deals often
• Promote group check-ins. The
more in a group, the better the
deal
• Interact with customers. Make
them accomplish a small task
(Origami napkin) to redeem
• Promote to those checking-in
nearby

38. Near Field Communications

39. Location-Based Advertising
• Uses Geo-Fencing to figure
out where you are
• SMS, display ads and paid
search ads can be targeted by
location
• Subway in the U.K. used
location-based SMS to
provide discounts to
customers who walked by
their store

40. Mobile Apps

41. Mobile Apps
•A mobile app is not a
mobile website
• An app is a software
program that lives on your
smartphone
• A mobile website is a
website that lives on a
server in “the cloud”

42. How Apps Are Used
70
52.5
35
17.5
0
Games (64%) Social Networking (56%) Music (44%)
Entertainment (34%) Weather (60%) Maps (51%)
News (39%) Banking (32%)
Source: Neilsen

43. Augmented Reality Apps

44. How to Develop an App for Your
Business
• For a customized experience,
use a mobile app development
company (Mobilize Worldwide)
• For a plug-and-play experience,
use ShoutEm, MobileRoadie,
AppMakr, GENWI, Mippin,
MobBase, MobiCart,
MyAppBuilder or RunRev

45. 2D Codes

46. 60SecondMarketer.com/GoMobileChapter

47. 2D Codes
• 2D codes can be used to
deepen relationship with
audience
• Come in many formats: QR
Codes, Datamatrix, EZ
Code, Microsoft Tag,
SPARQCode and ScanLife
• 2D code reader can be
downloaded from SPARQ.it
Download these slides at 60SecondMarketer.com/blog

48. • 10% of magazine advertising
pages contain a QR code,
up from 5% a year ago
• Average response rate was
6.4%
• According to the DMA, the
verage response rate for
direct mail is 4.4%
Source: Nellymoser

49. 2D Codes
• 2D codes can drive people to
websites, to phone numbers,
to contact information and
even to text messages

50. Let’s Generate a QR Code

51. 2D Codes

52. 2D Codes

53. 2D Codes

54. 2D Codes

55. 2D Codes

56. 2D Codes

57. 2D Codes

58. 2D Codes

59. 2D Codes

60. 2D Codes

61. 2D Codes

62. 2D Codes

63. 2D Codes

64. 2D Codes

65. 2D Codes
Jamie’s Neanderthal
Exhibit Photo

66. 2D Codes
Jamie’s Neanderthal Jamie’s High School
Exhibit Photo Yearbook Photo

67. Google Goggles

68. Google Googles

69. Common Mistakes, What Doesn’t Work
and a 10-Step Action Plan

70. The Most Common Mobile Marketing
Mistakes
1. Reluctance to Embrace New
Technology
2. Not Measuring Your Campaign
3. Not Taking Advantage of Geo-
Locational Targeting
4. Not Recognizing the
Transformative Nature of
Mobile Marketing

71. What Doesn’t Work in Mobile Marketing
• Desktop websites displayed on
mobile sites
• QR codes placed in areas with
bad cell coverage
• Mobile display ads that don’t
take advantage of location
• Running a mobile campaign
without considering context --
where your customer is at the
time of engagement

72. Mobile Media Action Plan
• Step #1: Mobilize your website
• Step #2: Watch how your
competitors are using mobile
media
• Step #3: Start using mobile
media yourself
• Step #4: Set your Google Alerts
for “Mobile Marketing”
• Step #5: Create a 2D or QR
code promotion
• Step #6: Run a mobile ad
campaign

73. Mobile Media Action Plan
• Step #7: Claim your business
on location-based applications
• Step #8: Design an iPhone or
a Smart Phone app
• Step #9: Integrate your mobile
campaign into the rest of your
campaign
• Step #10: Test your way into
success

75. Contact Me
To Download:
60SecondMarketer.com/blog
Follow me here:
60SecondMarketer.com/blog
@AskJamieTurner
Contact me:
Jamie.Turner@60SecondMarketer.com
678-313-3472