Mobile Marketing 101 and Location Based Advertising
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Transcript of Mobile Marketing 101 and Location Based Advertising
April 10, 2023
Mobile Marketing 101Sarah Hodkinson Head Of Merchant Marketing
About WHERE
• Founded in 2004
• An eBay/PayPal company
• Mobile location based services; 3 divisions:
1. Consumer: Mobile App relied upon by 4MM+ consumer for local discovery & personalized place recommendations. Synchronized with where.com
2. WHERE Ads: The largest location-based mobile ad network with 350+ publishers and over 50MM consumer reach
3. Merchant Services: making location-targeted mobile advertising and offer promotions easy and accessible for small businesses
What We Do
WHERE creates the conversation between local consumer audiences and the merchants that want to reach them
Local Consumer Audience
Brands & SMB Merchants
WHERE App &
Where.com
WHERE App &
Where.com
WHERE Ads™
WHERE Ads™
SMB PortalSMB Portal
Competitive Landscape
Mobile LBS Mobile Ads Deals/Offers Places
• Check-in• Rewards loyalty• Doesn’t enable new place discovery
• iAds =iPhone, iPad• AdMob = Google
• Daily deals• Revenue share, % commission• Limited merchant control
• Online Place presence• Starting to offer deals in large metro markets
Today’s Agenda
1. The Growth of Mobile
2. Why Mobile is Important for Businesses
3. The Mobile Ecosystem
4. Establishing a Mobile Presence for your Business
5. “Location-based” mobile advertising
6. How Businesses Can leverage Mobile Marketing
7. Mobile Commerce and Mobile Payments
Smartphone Use
50% of Americans will have
smartphones by year end
Mobile use of the web is growing
faster than desktop use in
the 90’s
Source: Nielsen
How Consumers Use Phones
Source: Pew
Mobile, Location & Spending
• Google: Over 1/3 of search is related to location
• Microsoft: 53% of mobile searches on Bing have a local intent
• Most PC based search-to-purchases take one week vs. one hour for mobile
•Ability to lead people from search to store & accelerate purchasing
Why Mobile is Important
84% use their phones to find info on local businesses (Pew)
88% of those who look for local info on their smart phones take action within one day (Google)
The Mobile Ecosystem
Carriers Device Manufacturers
Operating Systems
An App or a Mobile Website?
Apps
Pros –
Load quickly
Don’t require connectivity
Cons –
Discoverability
OS Fragmentation
Maintenance
Mobile website
Pros –
Works across all platforms
Less development
Cons –
Load time
Optimization for all devices
THINK ABOUT THE MEDIUM!
Your Free Mobile Page
• An optimized mobile presence
• Business listing page includes
• Click-to-call phone number
• Click-to-map directions
• Ability for consumer to save
• Constant Contact Join My Email List
• Customize by adding pictures; links (website, Facebook, menus, etc); business description; hours; etc
Business Owner Dashboard
Manage Your Mobile Promotions in Minutes
1. Customize and enhance your page
2. Manage mobile ad campaigns
3. Create offers – coupons & deals
4. Analyze stats
Mobile Marketing Channels
Inbound / Pull:
- Mobile website
- Mobile app
- Mobile page
Outbound / Push:
- SMS text messaging
- Mobile ads
- QR codes
QR Codes
QR codes = 2D barcodes
Scanning can direct a consumer
• to a branded app or mobile website
• to a discount coupon
• to a contest
• from a sign in your window to reviews of your establishment
• to a video testimonial from a happy customer
• to a map to your nearby locations
Local Advertising is Changing
Advertising Objectives
Media to Reach Consumers
Source: BIA/Kelsey
= OPPORTUNITY!
Consumer use of Mobile LBS
Consumers use mobile ads to find nearby stores, to map them and get directions – indicators of intent to purchase
Mobile Advertising
Mobile Local Ad Spending will be the fastest growing medium over the next 5 years (Borrell)
82% of smartphone users notice mobile ads (Google)
WHERE Ads
Largest location-based mobile ad network in North America
50MM consumer reach All platforms – Android, iPhone,
Blackberry, Windows 350+ publishers Pay only for performance View stats & measure
performance
Relevancy Engine
Targeting
Case Study: Halls
Case Study: McDonalds
26
Case Study: TD Bank
Case Study: Piperlime
Self-Serve Mobile Ads
Easy-to-use for SMBs
Location aware advertising
Promote your business to nearby consumers targeting by Radius from your
business Zip code
WHERE self serve ads offer performance based pricing
Consumers Want Offers
Daily Deals
• Social commerce = group buying = online2offline commerce• New customer acquisition• No upfront costs; % commission of sales• Fast revenue injection• Drives foot traffic• Social sharing = viral effect
Considerations
• Your business model & margins• Average transaction/sale amount• Lifetime value of a new customer• Commission % payable to deal provider• Distribution – email only?• Length of promotion period – daily?• Audience – targeted?• Flexibility in setting your terms & caps• Prominence – main or “side deal”?
Use cases
• Filling empty seats/tables/appointments– Bolster traditionally slow periods– In real-time; boost a quiet lunchtime
• Perishable inventory
• Overstocked inventory
• Re-engage past customers that have become inactive
• Reward existing loyal customers
• Acquire new customers
Self-Serve Deal Creation
Create your own deal on your own terms
Drive revenue when you need it:
• Complete control & flexibility
• Promote via online, email, social & mobile
• Send to your Constant Contact list too
• Lowest commission rates available
Creating A Deal
Create Deal Promote Deal Buy Deal Redeem Deal
Case Study: NorthEast Nursery
$40 of merchandise for $20 generated 469 sales in three days totaling $9400:
Northeast Nursery selected the radius that they wanted to target andWHERE emailed that deal to opted-in consumers in those locations. WHERE also ran a mobile ad campaign promoting the offer.
Within 24 hours, we had sold 203 vouchers for Northeast.
NorthEast Nursery emailed the offer to their Constant Contact list. Within hours, we saw the total sold raise to over 300.
The offer was shared via Social media (FB, Twitter): the deal increased to 469 total sales in 3 days
Mobile Coupons
Don’t require advance purchase like a “buy it now” deal
Performance-based pricing
SEE how well it’s working
Use coupons to Drive business on certain
days/times, eg. 2 for 1 lunches Sell overstocked, perishable
inventory, eg. buy one, get one
Coupon Redemption
Creating a Coupon
Creating a Coupon
Consumer Coupon Experience
Mobile Payments
- Carriers (Isis)- Credit Card companies- PayPal- Google checkout- Square- Zong, Boku
Next Steps
1. Claim your page at where.com/merchants- FREE Instant, Customizable Mobile page for your
business
2. Location Targeted Ads to Drive Traffic- Advertise on consumers phones when they are close by your business
3. Create and distribute offers- Create merchant-funded coupons or buy-it-now deals to drive sales when you need
Use promo code NC30 before Sept 30th for $30 of free mobile advertising
www.where.com/merchants
Follow us on Twitter @WHEREforBiz
Email [email protected]
Call us at 1-866-649-4373
THANK YOU!
Keep In Touch!