Mobile devices and mobile consumer behavior. How to reach your customers using a strategic mobile marketing plan that includes, text messaging, QR codes, email, and mobile websites.

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Presented by:
Mosaic Emarketing
MobiVantage
610-217-7457
WendySmith.mobivantage.mobi
YOUR COMPANY - Phone - Email wendy@mobivantage.mobi

2. INTRODUCTION
Mobile Websites & Mobile Marketing
 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
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3. WHAT YOU WILL LEARN TODAY
Mobile Marketing
 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
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4. WHAT ARE MOBILE DEVICES?
Pocket-Sized Computing Devices
 Cell phones, Smartphones, iPads,
Gaming Devices, ebook readers (Nook,
Kindle)
 Mobile devices are everywhere.
 Mobile phones are here to stay.
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5. YOUR COMPANY - Phone - Email
http://www.comscoredatamine.com/2011/10/half-of-us-tablet-owners-made-a-purchase-on-device-in-september/

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

7. MOBILE MARKETING
The result of all this new technology?
Mobile Marketing!
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8. WHAT IS MOBILE MARKETING?
According to the Mobile Marketing
Association, mobile marketing is:
“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.”
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9. Retail Access
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http://www.comscoredatamine.com/2011/11/iphone-users-more-likely-to-access-retail-content-via-apps-than-android-users/

10. MOBILE MARKETING
 Stop marketing the shotgun way.
 Laser target your marketing
instead with Mobile Marketing!
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11. WHAT IS MOBILE MARKETING?
 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.
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12. Online Shopping Experience
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13. WHY MOBILE IS IMPORTANT
8,000,000,000
 Population approaching 7 billion
7,000,000,000  Cell phones approaching 5
6,000,000,000
billion
5,000,000,000  Internet users – less than 2
4,000,000,000
billion
3,000,000,000  80% of Americans have cell
2,000,000,000
phones
1,000,000,000  Smartphone usage growing to
0 50% in 2011
World Population Cell Phone Internet Users
Subscriptions
 20% of US households are
mobile only
Most of the cell phone population
has purchasing power!
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14. WHAT IS MOBILE MARKETING?
 NO SPAM Zone
 NO unwanted
messages
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15. Location Based QR Code
Scanning
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http://www.comscoredatamine.com/2011/12/20-million-americans-scanned-a-qr-code-in-october/

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

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

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

19. WHAT IS MOBILE MARKETING?
 Very targeted marketing
 Push marketing
 A New Tool for your
Marketing Tool belt
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.
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20. WHY MOBILE IS IMPORTANT
 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
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21. Text Messaging by Age Group
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22. WHAT About Email ?
 More people of all ages are
accessing emails on cell phones
 But emails are not always
opened
 Considered spam or trashed
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23. The Rise of Text Messaging
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.
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24. WHY MOBILE IS IMPORTANT
 Text messaging through mobile phones is
becoming the preferred way to reach customers.
 Global mobile advertising marketing will be over
$16 billion by 2011.
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!
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25. THE BOTTOM LINE
The mobile marketing potential is
ENORMOUS!
You CANNOT afford to ignore this trend!!
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26. MOBILE – THE 7TH MASS MEDIA
 First came Print
 Then came Recordings
 … Cinema
 … Radio
 … TV
Then came the Internet
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27. MOBILE – THE 7TH MASS MEDIA
 Now we have MOBILE - the 7th Mass Media.
 What is Mass Media?
 Media that touches the greater masses.
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28. MOBILE – THE 7TH MASS MEDIA
What’s so special about the Mobile Industry?
 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
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29. MOBILE – THE 7TH MASS MEDIA
Benefits the other 6 Mass Media don’t have:
 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!
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30. MOBILE – THE 7TH MASS MEDIA
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
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31. FEATURES OF MOBILE MARKETING
 Very effective and affordable
 Provides constant access to customers
 Can target specific customers
 Trackable
 Results can be quick
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32. THE FUTURE...
According to Advertising Age,
“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.”
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33. WARNING!
If your business isn’t on the mobile web,
you are losing clients
and, more significantly, those clients
are going to your competitors!
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34. WHO NEEDS MOBILE MARKETING?
 Retail – benefits the most from mobile marketing
 Some others include:
 Travel
 Real estate
 Food and beverage
 Consumer electronics
 Apparel and accessories … and many more
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35. WHO DOESN’T NEED MOBILE MARKETING?
 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.
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36. HOW TO USE MOBILE MARKETING
 Limited only by your imagination
 Coupons
 Surveys
 Loyalty clubs
 Last minute travel deals
 Ticket sales
 Sales and events … and more!
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37. SHOW ME THE MONEY!
 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!
$$$$$$$$$$$
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38. MOBILE FRIENDLY WEBSITES – WHY YOU NEED ONE!
 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
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39. YOUR COMPANY - Phone - Email
http://www.comscoredatamine.com/2011/09/u-s-smartphone-audience-growth-by-age-segment/

40. MOBILE MARKETING TOOLS
 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.
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41. NON-MOBILE FRIENDLY WEBSITES
.com on mobile
.com on PC
 Requires horizontal scrolling on mobile
 Likely to miss important information
 Frustrating!
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42. MOBILE FRIENDLY WEBSITES
.mobi website on
mobile screen
 Easy to navigate
 Information clear
 Pertinent links
 Minimum graphics
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43. MOBILE FRIENDLY WEBSITE EXAMPLE
Tulsa Zoo website features:
 “Donate Now” button and link
 “Directions” link
 “Hours & Admission” link
 “Contact” link
 Link to main website
 Links to current events
and exhibits
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44. MOBILE FRIENDLY WEBSITES
 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.
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45. MOBILE MARKETING TOOLS
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
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46. MOBILE MARKETING TOOLS
 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
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47. MOBILE MARKETING TOOLS
 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!
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48. Top Mobile Growth Areas
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49. MOBILE MARKETING TOOLS
 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
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50. MOBILE MARKETING TOOLS
 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
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51. QR CODE
QR Code
 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
consultant
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52. QR Code Instore Usage
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53. QR CODE
 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.
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54. Mobile/QR Coupon Redemption
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55. QR CODE
 Place on print advertising, business cards,
t-shirts, billboards, posters, websites, etc.
 Can be created with help of mobile marketing
consultant.
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56. 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
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57. START NOW!!!
 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
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58. SUMMARY
 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.
Are you ready for the MOBILE EXPLOSION?
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59. Mosaic Emarketing/MobiVantage
Do You need a mobile optimized presence?
Call me to help you implement the appropriate
strategies to optimize your mobile presence.
Wendy Smith
Mosiac Emarketing/MobiVantage/
http://wendysmith.mobivantage.mobi
wendy@mobivantage.mobi
610-217-7475
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60. THANKS!
TILL NEXT TIME!
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61. References
– Comscoredatamine.com
– http://pewinternet.org/Reports/2011/Cell-Phone-
Texting-2011/Main-Report.aspx
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