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How to Engage and Acquire with Mobile Marketing RELEVANCE RAISES RESPONSE by Bob Bentz
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Transcript of How to Engage and Acquire with Mobile Marketing RELEVANCE RAISES RESPONSE by Bob Bentz
Bob Bentz • Meet The Author • Pyramid Club • September 8, 2016
RELEVANCE RAISES RESPONSE:
HOW TO ENGAGE AND ACQUIRE WITH MOBILE MARKETING
Bob Bentz
Marshall University
Cohen Business Speaker Series
October 10, 2017
@BobBentz
@RelevanceRaises
http://LinkedIn.com/in/BobBentz
#MUmobile
Engage on Social Media
#MUmobile
Check out the Snapchat Filter!
Use #MUmobile to join the conversation on Twitter
1993Publisher – ATS Publishing
ISBN 0-9637758-5-5Pages: 160
2016Publisher – SkillBitesISBN-10: 1942489110
ISBN-13: 978-1-942489-11-5Pages: 354
My Books
#MUmobile
Bob Bentz • Meet The Author • Pyramid Club • September 8, 2016
Introduction to MobileThe mobile phone is our lifeline. It is our gateway to the world. It is our digital DNA.
Bob Bentz – Cohen Business Speaker Series – Marshall University #MUmobile
Bob Bentz • Meet The Author • Pyramid Club • September 8, 2016
Some of us will have the
mobile number we have today
for the rest of our life!
YOUR PHONE # IS YOUR
MOBILE-DIGITAL DNA
#MUmobile
Smartphone Ownership by Age Group
https://www.statista.com/statistics/489255/percentage-of-us-smartphone-owners-by-age-group/
Statista 2017
#MUmobile
When Was “The Year of Mobile”
What’s really important right now is to get the mobile architecture right. Mobile will ultimately be the way your provision most of your services. The way I like to put it is, the answer should always be mobile first. You should always put your best team and your best app on your mobile app.
- Eric Schmidt, Google, 2010
#MUmobile
Bob Bentz • Meet The Author • Pyramid Club • September 8, 2016
Advantages of MobileMobile is the closest a brand can get to its customers.
Bob Bentz – Cohen Business Speaker Series – Marshall University #MUmobile
There is No Prime Time Anymore
• Mass Reach
• Instant Results
• Always Reachable
• Always Shopping
• Creative Media
• Easy
• Stands Out
• Viral
• Personal
• Customer Lists
• Two-Way Communication
• Trackable
• Optimizable
• Lookalike Audiences
• Demographic Targeting
• Geotargeting
• Geoconquesting
• Interest Targeting
• Multimedia
• Value
• Timely
#MUmobile
Bob Bentz • Meet The Author • Pyramid Club • September 8, 2016
The Mobile WebThere’s a tsunami of traffic moving from desktop to mobile, and marketers must ensure that the user experience of mobile and tablet is as convincing as the desktop experience.
Bob Bentz – Cohen Business Speaker Series – Marshall University #MUmobile
Time Spent with Media
Nearly half of our daily time spent with media is on mobile and digital.
We now spend over 3 hours per day with mobile…and that doesn’t even count the time spent actually talking on the phone.
Just 4 years ago, we were spending less than 1 ½ hours per day with mobile.
#MUmobile
Bob Bentz • Meet The Author • Pyramid Club • September 8, 2016
MessagingMessaging is the workhorse of mobile marketing. It is the pillar that holds up the mobile marketing building. If you can only do one thing in mobile marketing, it should be text message marketing.
Bob Bentz – Cohen Business Speaker Series – Marshall University #MUmobile
Messaging Works
• Opt-in Marketing
• One to One Communication
• Mass Communication
• Instantaneous
• Timely
• Trackable
• Optimization
• Loyalty
• Virality
• Lift
#MUmobile
Bob’s 60 Top Text Messaging Tips
#60 -- Doing texts for B2B? Send messages just three minutes before the top of the hour, when businesspersons are waiting for meetings to start.
Bob Bentz • Meet The Author • Pyramid Club • September 8, 2016
Social MediaEvery social media network is different. A business needs to select the proper image and social media strategy for each of its networks. Acting the part is half the battle.
Bob Bentz – Cohen Business Speaker Series – Marshall University #MUmobile
Bob’s Favorite Social Media Tips
• Most Important Engagement = Shares, Retweets
• Social Media Posting Tools
• Your Handle Becomes Your Tattoo• Use your name, name of business
• Namechk.com
• Reserve them all
#MUmobile
Bob Bentz • Meet The Author • Pyramid Club • September 8, 2016
Mobile AdvertisingThere has never been an advertising medium quite like mobile that enables a brand to effectively target the right consumers, in the right place, at the right moment.
Bob Bentz – Cohen Business Speaker Series – Marshall University #MUmobile
Buying People, Not Places
• Direct Mobile Websites • Direct In-App Advertising • Mobile social Ad Networks• Mobile Ad Networks
PROGRAMMATIC ADVERTISINGNow makes up 79.8% of all mobile and digital advertising buys.
eMarketer, April, 2017#MUmobile
Pinpoint Targeting “Targeting People, Not Places”
Mobile advertising on websites and inside apps allows for precision targeting like you’ve never seen
before. The building blocks of campaign design include:
GEO-FENCINGNo more wasted spend – only advertise to users within an area
defined by zip code, radius, or unique polygon.
GEO-CONQUESTINGDetermining where a mobile device has been and targeting those
consumers.
DEMOGRAPHIC TARGETINGOnly reach the users who meet a target profile of age, education,
Income, or other factors.
INTEREST TARGETINGOnly reach the users who meet a target profile of age, education,
Income, or other factors.
DAYPARTING Invest ad dollars whenever and wherever makes the most sense –
i.e., target nurses working night shift at local critical care facilities.
#MUmobile
Facebook “Pay to Play”
The average Facebook user:
• 2/3 visit daily
• 300+ friends
• 70 page Likes
1.5 – 6.0% see your posts
Boost Post vs. Dark Posts
• We will get better every week
#MUmobile
Facebook is the Small Business Juggernaut
• Ad takes up 100% of mobile screen.
• Right in the News Feed
• Targeted based on location and interest
• Native advertising
• Limited advertising
#MUmobile
Top Secret! – What Does Facebook Know About You
Relevance Raises Response
#MUmobile
https://www.facebook.com/ads/preferences
Bob Bentz • Meet The Author • Pyramid Club • September 8, 2016
Mobile AppsA walking billboard that’s in the pocket of your customer 24 hours a day.
Bob Bentz – Cohen Business Speaker Series – Marshall University #MUmobile
App Timeline
• Tetris – first mobile game app (1994)
• iTunes – (2003)
• Apple App Store (July 2008)
• Android Market (October 2008)
• Facebook acquires Instagram for $1 billion (2012)
• Snapchat turns down Facebook’s $3 billion offer (2013)
• Facebook acquires WhatsApp for $16 billion (2014)
• Angry Birds 3 billion downloads (2015)
• 44 billion app downloads (2016)
#MUmobile
Bob Bentz • Meet The Author • Pyramid Club • September 8, 2016
Mobile CommerceRetail businesses have multiple touch points with their customers on the path to purchase. The business that provides a true omnichannel approach to those touch points will be most likely to succeed in the age of mobile.
Bob Bentz – Cohen Business Speaker Series – Marshall University #MUmobile
Bob Bentz • Meet The Author • Pyramid Club • September 8, 2016
The Age of MobileRelevance Raises Response
Bob Bentz – Cohen Business Speaker Series – Marshall University #MUmobile
The Age of Mobile
• Search
• IoT (Internet of Things)
• The Connected Car
• Monitored Health
• Smarter Advertising
• Video
• Multiscreening
• Mobile Wallets
• Think Mobile, Act Local
• Virtual Reality, Augmented Reality
#MUmobile
Conclusion
Marketing is an ongoing contest for people’s attention, and mobile provides the mechanism that, in the history of promotion, is the closest a brand has ever been able to get to its customer. With mobile, customers can act on any message at any time, no matter where they are. They can take immediate action to research, find, or buy something. When a consumer can act in the moment, his expectations are high and his patience is low. That makes the credibility and relevance of the mobile message of the utmost importance. Ultimately, brands that do the best job of engaging consumers with a relevant mobile message will win.
--Bob BentzRelevance Raises Response: How to Engage and Acquire with Mobile Marketing
#MUmobile