Transcript Adding Mobile to Your Advertising Marketing Mix

Adding Mobile
to
Your Advertising/Marketing Mix
by:
Elaina Farnsworth, CEO
Mobile Monday Lansing, MI
WHO IS MOBILE IN
THIS ROOM?
WHO IS MOBILE TODAY?
Who is Mobile Today?
ABI Research, July 2010
According to the CTIA, the U.S. now tops 100% per capita penetration
of mobile phone use (103.9%); we have 315M population vs. 327M
mobile subscribers
84% of mobile phone users keep their mobile device within 10 feet of
them at all times; therefore they are easily accessible by businesses
Consumer use of the Internet via mobile phone has increased over
1200% in the last few years
Average response rate to a mobile offer is between 12 – 15%; though
many firms are seeing response rates exceeding 60%
What is Mobile Marketing?
• According to the Mobile Marketing Association, Mobile Marketing is
defined as a set of practices that enables organizations to
communicate and engage with their audience in an INTERACTIVE
and RELEVANT manner through any mobile device or network.
• In simpler terms, Mobile marketing is promotional activity designed
for delivery to cell phones, smart phones and other handheld
devices, usually as a component of a multi-channel campaign.
Types of Mobile Marketing
Applications
Mobile Websites
Powerful
31% use
#1
SMS
Simple
55% use
77% use
Additional Types of Mobile Marketing
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MMS
QR Codes
Bluetooth (short-range - 33 feet - wireless technology)
Location-based Marketing
Voice / IVR (interactive voice response)
Mobile SEO
Mobile Commerce (Mcommerce)
Mobile Ads (with video or audio)
SMS MOBILE OFFER
TEXT THE WORD
mobile
to
(810)-407-5431
Why is Mobile an Important Channel?
Studies Show:
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97% of consumers read text messages within 15 minutes of
receipt, and respond to them within 1 hour
38% said they had taken action based on mobile ads
30% said mobile ads had led them to share information
22% said mobile ads had influenced a purchase decision
1/3 of mobile searches are tied to local
27% of U.S. mobile web users have clicked on a mobile ad
53% of mobile users would share their location to receive relevant
ads
Mobile coupon redemption is 10X that of traditional coupons
By 2015, more than 50% of mobile users will participate in mobile
banking
How Do You Get Started?
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Define the goals of what you are trying to accomplish
Decide to “DIY” or get help
Set budget
Stay TRUE to your brand
Create your mobile website
Establish your Mobile Social Media - “MOSO”
Claim your business on location based services
Immerse yourself in mobile marketing
Run a mobile campaign
What Should You Know?
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ALWAYS GET EXPLICIT PERMISSION
Opt customers in
Tell them specifically what they are ‘opting-in’ to
Give customers the option to ‘opt-out’ in every message
No false advertising
Never use a third party list – PERIOD
Never hold a contest or sweepstakes without legal advice
Never collect data on anyone under 13 years of age
Never use the word FREE unless everything is 100% free in the campaign
Follow MMA’s Best Practices Guidelines
Mobile Monday Lansing, MI
THE WORLD IS MOBILE.
ARE YOU?
YES!
MTAM
Elaina Farnsworth
www.elainafarnsworth.com
www.mobilecomply.com
Twitter: @elainafarnsworth.com
Facebook: /mobilecomply
[email protected]
Website
Business Card
THE WORLD IS MOBILE. ARE YOU?
Elaina Farnsworth
www.elainafarnsworth.com
www.mobilecomply.com
Twitter: @elainafarnsworth.com
Facebook: /mobilecomply
[email protected]
Website
Business Card