Small Business Association webinar presented on 06/26/2013 by Stephan Merkens, Group Director at W2O Group. You can view the full webinar including audio here: http://www.youtube.com/watch?v=lVQwP250Rps. In this presentation, Stephan covers the impact of mobile, different ways to think about mobile and your business, using location-based marketing services, alternative payment options, and things you can do right now to reach your customers.

1. Getting Started with Mobile
& Location-based Marketing
Stephan Merkens, Group Director W2O Group
June 26,2013

2. • We ARE recording this webinar. You will
receive an e-mail with a link to the
webinar in the next 48 hours.
• Feel free to ask questions via the
“Questions” module in the GoTo panel on
the right of your screen.
• If you want to follow along on the back-
channel via Twitter, the hashtag is
#SBASocial.
Housekeeping

3. There are more
people own this
earth that own
mobile phones
than toothbrushes.
-Bill McDermott
Co-CEO, SAP

4. Mobile is Big!
56% of
mobile
phones in
the U.S. are
smartphones
There are 6.8
billion mobile
subscribers
(96.2%)
worldwide Over 2 billion
people
access the
Mobile web
everyday
6 billion text
messages are
sent every
day
Google
makes
over$4.6B in
annual
mobile ad
revenue
www.mobithinking.com,international telecommunications union

5. Shopping with their devices
84%of smartphone
shoppers use
their device to
help shop while
in a store.
39%Find promotional
offers.
36%Find location or
directions.
35%Find hours.
82%Use search
engines while in
store.
53%Make price
comparisons.
Google.com report

6. Mobile is multichannel
Mobile doesn’t just apply to cellphones. Mobile can be seen as
anything outside of a traditional browser based experience. Today
mobile might just as easily involve Location based services,
Connected devices, Augmented reality, in store signage, near field
communications, mobile payments and traditional offline
engagement tactics with mobile connections.
6 Contents are proprietary and confidential.

7. Mobile doesn’t have to be an app
SMS/MMS MOBILE WEB NATIVE APPS
• Great for employee and
customer alerts
• Low cost sales and marketing tool
• Simple to implement
• Low learning curve
• Shorter development time, can
be combined with web
development
• Maintains security from web
applications
• Features can work across
platforms
• Direct access to consumer’s
location, orientation, speed and
path of motion
• Continuous presence with user
• Must be developed for a specific
Operating system.
Hybrid Applications

8. Where Mobile Fits in a marketing plan
In order to integrate mobile into your marketing mix, you
need answer a few key questions:
• Does it make sense to use mobile with my brand?
• Which customers are really the target market for mobile
initiatives and which devices do they use?
• What do I expect to gain from the mobile channel?
• Which platforms are best suited to the Brand?
• Which features and functionality are the most effective in
raising brand awareness for me?
• Can I develop in house or do I need to engage outside
vendors?

9. Building for mobile web
• Create an alternate view of your site for mobile users
through an alternate “m-dot” web address or allow the
site to detect where a user is coming from automatically.
• Think about the users frame of mind when they visit your
site on a mobile device and offer content accordingly.
• Simplify the experience for a smaller screen use less
buttons and constrain the amount of text.
• Consider allowing the site to become location aware and
offer content specific to a retail location.
9 Contents are proprietary and confidential.

10. It’s about content and context
• Consumers consume and
interact with content wherever
and whenever they choose.
• Consumers often view content
in multiple channels (often at
the same time)
• Mobile content should reflect
not only a persons interests but
also be contextual - Most
often people who are
searching for something on a
mobile device are already
much further down the
purchase path.
Contents are proprietary and confidential.
WEB
TV
IN STORE
MOBILE
CRM
GAMING

11. Location based services (LBS)
Contents are proprietary and confidential.
A service that uses the GPS location of a user,
transmitted from their mobile device, to offer
services and information based on location and
interests.

12. LBS Techniques
Contents are proprietary and confidential.
Geo-fencing
Used in conjunction with a
mobile app, Geofencing offers
users utility while inside a specific
location. This service can direct
users to specific offers within a
retail location.
GPS/Check ins
Typically used within mobile
apps for the purpose of social
sharing. Users typically post tips
and access details about brand
locations. Brands can use the
platform to provide deals and
offers as well as their own tips

13. Use of Geo-Social and Location-Based
Services is on the Rise
Pew Internet, Kathryn Zickhur, May 11, 2012

14. Using LBS Services
Contents are proprietary and confidential.
• Remember that someone’s location is privileged information
don’t overuse it.Don’t abuse it
• Give users who engage a reason to use it and make it
valuable.Make it contextual
• Make sure that the mobile offer is different from something
that you might offer within the web experience.Mobile is suitable
• Make sure that he information you are providing is accurate
and timely.Make it relevant
• Study campaigns that work and learn from them- be
genuinely different.Be creative
• Outline your goals at the start of the campaign and measure
against them.Be realistic

15. Mobile payment options
A number of vendors provide
payment services for small
businesses that replace the
traditional POS systems. These
systems are simple to use and
often provide other features like
emailing receipts, mobile
storefronts and the ability to run
online reports.

16. Determining the right vendor – shop around
Monthly sales
Transaction amount Less than 5 figures 5=6 figures More than 6 figures
Less than $16.67 PayPal Here Square Subscription PayPal Here
$16.67-$25.86 and
you take Amex
PayPal Here Square Subscription
PayPal Here
$16.67-$25.86 and
you don’t take Amex
Breadcrumb
Square Subscription
Breadcrumb
$25.86 -$400 Breadcrumb
Square Subscription
Breadcrumb
$400 and above Breadcrumb Breadcrumb Breadcrumb
www.nerdwallet.com
Small startups and tech companies can offer great value, particularly for merchants
with low sales volume. Startups like Dwolla can also provide services for much lower
cost, but both vendors and customers need to be signed up for the service.

17. Five things you can do right now
Help people find you
Check to make sure that your address is correctly entered for mobile and
location based services like Google maps, Yelp, foursquare Facebook
places.
Make sure that your web presence is mobile friendly
Nothing is worse than heading to a website on a mobile device only to learn
that homepage is entirely created in flash, or has buttons designed for use
on a large monitor.Also, if you do create a mobile version, make sure that it
takes into account different mindsets.
Look into changing your payment solution
The market for alternative payment solutions is growing rapidly and startups
are beginning to drive prices on processing down.
Embrace Location based services
Start looking at what customers are saying when they check in to your
locations and use their tips as research on how to adapt. Also, start
engaging customers with your own tips and offers.
Advertise through Local mobile search
On of the best areas to grab new customers is through local mobile
search. You can often adjust your search buy to include mobile easily.
Contents are proprietary and confidential.

18. Some handy links
Google Mobile research study
http://www.google.com/think/research-
studies/mobile-in-store.html
Assessment of key mobile payment processors
www.nerdwallet.com
Research on mobile habits
http://www.mobithinking.com
Contents are proprietary and confidential.

19. Stephan Merkens
Group Director, digital engagement/social commerce
blog.wcgworld.com
@stephanmerkens