Mobile marketing presentation given to the Chattahoochee Valley AAF on October 20, 2011

1. Mobile Marketing
Chattahoochee Valley
American Advertising Federation
October 20, 2011

2. We’ve Come a
Long Way

3. Mobile is Mainstream

4. Desktop Power in a Mobile Device

6. Developing a Mobile
Strategy

7. Generate
Sales
Brand Increase
Awareness Marketing Goals Revenues
Improve Enhance
Customer Customer
Support Loyalty

9. Know Your Customers

10. • SMS Messages
• Mobile Website
• Mobile Email
• Display Advertising
• Search Advertising
• QR Code
• Application
• Location Based Services
• Augmented Reality

11. Components to a
Mobile Marketing Plan
• Target audience
• Offerings
• Quantified Objectives
• Resources
• Communication Efforts
• Delivery Channels
Components of a Mobile Campaign

12. Components to a
Mobile Marketing Plan
• Target audience
• Offering
• Quantified Objectives
• Resources
• Communication Efforts
• Delivery Channels

13. Mobile Marketing
Channels

14. Website

15. 79% of large online advertisers
do not have a mobile-optimized
website.
Source: Google, March 2011

16. Jakob Nielson
If mobile use is important to your
Internet strategy, it's smart to
build a dedicated mobile site.

18. SMS Marketing

20. SMS Campaign
• 90% Sign-up rate
• Lower acquisition costs
• 400% Increase in sales

21. SMS Campaign
• $138,460 Revenues
• 61% From SMS
• Coupon Conversion
Rate Testing

22. SMS Best Practices
• GET PERMISSION
• Use urgency & scarcity
• Cross-promote with other media
• Great for radio, television & OOH

23. QR Codes

24. Mobile barcode scanning
grew 1,600 percent in 2010.

27. “Custom QR codes
have a three-to-one
ratio of scans over
traditional codes.”

28. QR Best Practices
• Simple short URLs
• Educate consumers
• Size matters... & TEST scanability!
• Utilize tracking URLs
• Don’t post codes online
• What is the CTA?

29. Search & Display

31. Display Best Practices
• Utilize targeting
• Send to a mobile-optimized landing page
• What is the CTA?
• Track visits, conversions, and connections

32. Location Based Services

33. Promotions

34. LBS Best Practices
• Great for LOCAL businesses
• Give incentives for checkins
• Look at your demographics
• Make it fun

35. Integrating
Mobile

37. What’s Next?
Web: www.kelseyads.com
Email: brandon.eley@kelseyads.com
Twitter: @beley
Slides: www.brandoneley.com