An overview of mobile marketing today and background on why marketers need to add it to their overall marketing mix and how to get started. View an introduction to QR codes and text messaging, both valuable mobile tools to initiate communications.

1. mobile marketing
why do i need it & how
Copyright © 2012, Max Cadman. All rights reserved.
do i get started
a Flagstaff “Chamber Café” Workshop March 21, 2012

2. agenda
• background #’s & trends
• content
websites & landing pages
• tools
analytics, 2-d barcodes & sms/text messaging
• how to start
• demos & specific challenges

3. mobile marketing
NO YES
Mobile Marketing is a set of practices that enables organizations
to communicate and engage with their audience in an interactive
graphic from Media in Motion and relevant manner through any mobile device or network.
~ Mobile Marketing Association

4. history

5. phone #‟s web enabled
other
phones owned
all high income new phones purchased
40%
75% 80%
text w/phone search w/phone
up 400% in past year
much higher
percentage
40% of mobile
searches are local
33%
for 14-25
year olds 50+% take action
within one day
73% (call or visit business)
50% of web traffic from mobile in 2013

6. missed opportunity
small business w/o mobile website
per month
total internet searches per month 1,000
33% are from mobile 330
40% of mobile are local 132
50% take an action 66
25% buy product/service 17
average sale x $35
potential revenue missed $595
($7,140/yr.)

7. other #‟s | trend
40% of mobile searches are local
200 MM mobile users
2x more than desktop-only
60% of local searches take action within
a day (calls or visits the business)
mobile = 50% 0f active users
mobile = 40% of tweets Location-Based Services (LBS)
• Foursquare, Gowalla
• Facebook Places
• ShopKick, Loopt, SCVNG
1.5 MM new users each month
subscribe via mobile
Local Directories (100‟s)
• Google Places, Bing, Yahoo!
100 million views • Ask.com, AOL
via mobile each day • Where, Yelp, Merchant Circle
• City Search, YellowPages.com

8. benefits
Omnipresent Interactive
mobile phones are inexpensive and able to create interactive
are on-person all day & night experiences and dialog
Reach Trackable
98% of text message are read campaigns are easily to measure
within 15 minutes of receipt. and track with analytics and
Messages reach users wherever platform services
they are.
Immediacy Personal
mobile communications are content is targeted to individuals
immediate for consumers and quick who have opted-in to receive
to setup for businesses. information
Response Rates Flexible
Avg. mobile campaign response multiple test campaigns are easily
rates are 12-15% (offers, promos, created and modified quickly
etc.)
email: 3-5% | direct mail: 1%

9. what‟s next
• tablet sales growth | video growth | “super-phones”
• near field communications (nfc)
• m-commerce & m-payments
• virtual gift-cards ($11B in 2014)
• enhanced geo-targeting
• increased mobile advertising
• in-home & in-auto integration
• separate marketing campaigns for pc‟s, tablets & mobile phones

10. why do i need it?
consumer‟s businesses
new all-purpose current communication tools
communications tool

11. mobile
now future

12. components
content
• websites various devices
smart-phones, tablets,
iPad, Kindle, etc.
• landing pages
• applications (apps)
tools advertising
• 2-d barcodes (qr codes) • online directories
• sms/text messaging • mobile ads – advertisers, (AdWords)
• analytics • mobile ads – publishers, (AdSense)
• seo • rich media
• graders

13. content

14. websites
not this this
custom
free

15. websites
best practices
keep it quick make is easy to convert
simplify navigation make it local
be thumb-friendly make it seamless
design for visibility use mobile site redirects
make it accessible listen, learn & iterate

16. landing pages
• very specific mobile page
• used for a limited time
• changed frequently
• includes a
„call-to-action‟ (CTA)
• possible uses
• donations
• coupon redemption
• registration
• detailed information
(event, product, etc.)
• product purchase

17. tools

18. analytics

19. 2-d barcodes
1-d barcode
qr code tag code custom tag

20. 2-d barcodes
benefits ideas
• free to create; no limit • product packaging – more info
• small and portable • multiple, limited time promotional offers
• able to track scans • event passes | loyalty program
(how many, when, where)
• restaurant nutritionals
• flexible - able to change a single
code‟s content • event/trade show information
• can be used in reverse • map/location information (stays on
users phone)
• social networking portal
downsides
• codes needs to be visual • reduce printed advertising size
• anonymous scans • real estate sale information
• initial user learning curve • walking trail info | historic info
• users require scanner/web- • pre-populate a text message
enabled device

21. 2-d barcodes
best practices
scan to view our
use minimal content mobile website
e.g. a shortened URL
long URL short URL
include blank-space around code;
size at least .75” square (1” better)
get scanlife scanner
inform people how/where to to get scanner: getscanlife.com
and what they‟ll receive after scanning
text MAX to 86677
include sms code for „other phones‟ (std text msg & data rates apply)
optimize content for mobile devices
create compelling content
enhance your brand

22. 2-d barcodes
general usage guidelines
understand your target audience
plan out your program (integrate with
other marketing efforts)
think about physical placement,
(scannable? safety concerns, etc.)
test, test and re-test
verify device capability
(images, links, videos, etc.)
temper initial expectations
measure, track and adjust

23. sms/text messaging
how it works

24. sms/text messaging
benefits
• significant reach (all phones)
• high redemption rates/very loyal database
• receive contact information
• able to track & segment database
• automated/immediate
• low-tech for users
• multiple uses (operations & marketing)
downsides
• text service account required
(fee for service; month-to-month)
• initial training required

25. sms/text messaging

26. how do i start?

27. how do i start?
stretch your mobile comfort zone
to receive Flagstaff Chamber
• enter text programs Announcements & Alerts
local programs, text-to-vote, national contests) text FCOC to 86677
(std text msg & data rates may apply)
• scan qr codes
(download scanner, scan ads, products, contests, etc.)
• download location-based service & social
media apps… claim your business,
then use them
• claim your business on online directories:
Google Places, Yahoo!, Bing, Ask.com, AOL

28. how do i start?
set up your mobile website
or a simple landing page
• minimum information
(business summary, logo or image,
address/map, phone number, email)
• simple business informational site
or blog, with contact info
• create a qr code
introduce a new product or service,
special offer, event information, social
network links, menu nutritionals, specific
product information, etc.
• use free website service or tap into
local agency to provide services & insight
integrate marketing efforts, plan future efforts

29. how do i start?
create a qr code promotion
• announce an event
• new product or service launch
• current product w/specific information or
demonstration video
• share a video (realtors: home tour)
• meeting name tags
• location map & directions
• restaurant: nutritional information, recipes,
event information
• increase your facebook ‘likes’ or twitter
followers
• helpful tip video(s)

30. how do i start?
start a sms/text message program
• build loyal customer base
• limited time offers, discounts or promotions
• contest or sweepstakes
• confirm appointment reminders
• early-bird special alerts
• send out text alerts (meeting notices, schedule
changes, etc.)
• realtors – get potential buyer information
• poll or survey your customers
• live text feedback
• employee recruitment

31. recap
how do I start?
stretch your mobile comfort zone
set up your mobile website or a simple landing page
create a qr code promotion
start a sms/text message program
other pre-starters: SO | LO | MO
• create (or update) your main internet website
• online directories (Google Places) & location-based services
• claim your business
• ask customers to submit reviews
• monitor reviews and engage with reviewers (good & bad)
• setup social networking accounts
• Facebook, Twitter & YouTube

32. sample process
Upcoming Marketing Campaign
 Overall Objective: ______________________________________
 Target Audience: ______________________________________
 Mobile Objective: ______________________________________
 Other Marketing Efforts: ______________________________________
 Gather Content (copy, graphics, video, etc.)
 Create Mobile Landing Page/Site & Integrate with Other Efforts
 Add Re-Direct Code to Main Website (if required)
 Create Shortened URL
 Create QR Code(s) – one for each medium or location
 Add Mobile Page/Site to Analytics Account
 Tie-in SMS Program (if available)
 Initiate Campaign
 Track, Measure and Adjust

33. demos | challenges

34. thank you!
max cadman mobile marketing | maxcadman.com | info@maxcadman.com | 928-863-8945