Darin T. Swick, President, WSI Advanced Web Profits

Darin@WSIAdvancedWebProfits.com www.linkedin.com/in/darinswick"www.facebook.com/DarinSwick

(303) 881-9192

Agenda •  Mobile Marketing – Is it Right For You? •  Current State of Mobile Marketing •  Types of Mobile Sites to Choose From •  How Do Businesses Use Mobile? •  Mobile Marketing Examples •  Steps in Creating a Mobile Friendly Site •  Real World Examples •  Predictions

Is Mobile Marketing Right for You?

①  New customers? ②  Existing customers to visit your web

presence more frequently? ③  To improve your profit margins? ④  To differentiate your brand? ⑤  To improve your marketing ROI? ⑥  Customers to spend more money each

time they buy from you? ⑦  To create new distribution channels? ⑧  To grow your market share? ⑨  To be in front of your customers 24/7?

DO YOU WANT…….

Not Just a dependency….

It’s an Obsession Fifteen percent of Americans answer their cell phone

…while having sex Seventy-five percent of Americans admit to using their phone

…while in the bathroom Nine million have shopped using a mobile device

…while in a meeting at work, and …4 million have shopped using a mobile device while driving

Forty-four percent of mobile users

…sleep with their phone next to their bed because they wanted to make sure they didn’t miss any calls, text message, or other updates during the night

Creating a Mobile Friendly Site

How Do We Browse?

…Partially Because We Have Solved

the Usability Issues

Small Screens | Awkward Input Download Delays | Poor Design

Your Mobile Phone Is THE MOST Common Device Used for Browsing as of 2013…

Customer-Driven Design

The Case for Mobile

①  It’s easier than you think ②  There’s a huge untapped market out there ③  Mobile converts prospects ④  People respond to mobile ⑤  Mobile marketing costs less!

Consider This…

How Do Businesses Use Mobile? •  Mobile Web Sites •  Short Message Service (SMS) •  Multimedia Message Service

(MMS) •  Mobile Display Ads •  Mobile Paid Search •  Location-Based Marketing:

LBS, NFC, Bluetooth and LBA •  Apps •  2D Codes (QR Codes) •  Mobile Commerce

SMS versus MMS •  SMS

o  Most common phone-based activity among all U.S. cell phone users of all ages!

o  Used by doctors to remind patients of appoints and airlines to update passengers on flight status

•  MMS o  Sending images, audio and

video with or without text!o  Usually limited to smart phones

and tablets!

Short Codes

Short Codes are special telephone numbers, significantly shorter than full telephone numbers that can be

used to address SMS and MMS messages!

Mobile Display Ads •  Targeted advertising purchased

through an ad agency, via mobile advertising network or digital marketing consultant

•  Popular networks: iAd (Apple), Millennial Media (Independent), Ad Mob (Google) and others

Mobile Display Targeting •  Custom audiences -- TV fans, telecom

switchers, business travelers, etc. •  Geographic targeting -- Country, City,

Neighborhood, etc. •  Demographic targeting •  Time of day targeting •  Advertiser retargeting through pixels

or clicker tracking •  Carrier/handset targeting •  Age of device/profile

Mobile Paid Search •  Traditional paid search is perfect for

lead generation, e-commerce and products that require in-depth research

•  Mobile paid search is perfect for quick information on low-consideration products or services

•  70% of searchers complete their task within 1 hour, compared with 30% for desktop (MobileMarketer)

Mobile Apps •  A mobile app is not a mobile website •  An app is a software program that lives on your

smartphone •  A mobile website is a website that lives on a

server in “the cloud”

2D Codes •  2D codes can be used to deepen relationship with audience •  Come in many formats: QR Codes, Datamatrix, EZ Code, Microsoft Tag,

SPARQCode and ScanLife •  2D codes can drive people to websites, to phone numbers, and to contact

information •  Facilitate the move to online •  Newspaper, posters, stuffers, statements,

annual report, T-shirts, website, others…?

Mobile Commerce

Mobile marketing is limited only by your imagination

Other Ideas

Engage Your Customers ü  Welcome Programs ü  Information Requests ü  Voting ü  Contests and Sweepstakes ü  Event Alerts ü  New Product Releases

Start Conversations ü  Store Locators ü  Exclusive Offers ü  Item Availability Notices ü  Text for Callback

Create Loyalty ü  Shipping & Delivery Alerts ü  Surveys ü  Text for Customer Care ü  Warnings ü  Re-permission and Win-Back

Creating a Mobile Friendly Site Guidelines

Challenge Solution Content must be succinct

100 words per page MAX

Keep website synced to mobile

Direct content feed from desktop website (RSS, XML)

Fewer & smaller images

Small and quick to load

Clear navigation

Smartphone navigation best practices for usability

Types of Mobile Web Sites 6 Options

Challenge Rating Best for… Comments

Custom Poor Mobile app for a product

Most robust, very expensive (software company)

Template, Plug-in Poor Website Too big, long, difficult to navigate

Transcode Poor None Easy, cheap but unreliable

DIY Template Good Small, local biz

Cheap but effective for small sites

Responsive Design Alone

OK Multiple Reproduces your website – too hard to read or navigate

Hybrid Best Any Best of Above

DIY Template – Small Biz Characteristics: •  Affordable •  Custom coded •  Mobile Style Sheets •  Responsive Design •  RSS or XML Feeds •  Easy to Update •  Navigation Designed

for Smartphone

The Hybrid – Medium Biz Characteristics: •  Custom coded •  Mobile Style Sheets •  Responsive Design •  RSS or XML Feeds •  Easy to Update •  Navigation Designed

for Smartphone

Steps in Creating a Mobile Friendly Site Basic Steps! Comments!

Develop a Strategy! What will your visitors/customers want the most from your site? Strive for simplicity | Focus on Usability.!

Prioritize Hierarchy of Information! Pick no more than 5 visible menu options that then open to additional options – ALL VISIBLE WITHOUT GLASSES!!

Optimize with the Right Keywords! For SEO purposes, use the most highly searched Keywords specific to your business so that you are FOUND easily.!

Incorporate Branding! Carry your branding images from you main website over to your mobile site – be consistent!!

Optimize Functionality! Buttons should be easy to push, “activate” when pushed, and should be obvious. !

Update Often! Mobile site should sync with your main website automatically and reflect ongoing updates.!

Designing Your Site Planning of Your Mobile Site ①  Know Your Customers

§  How do your customers engage with you? §  What information do they most want? §  What is the easiest way to provide them

with the information they want?

②  Be a Minimalist §  Include ONLY actionable, helpful information

(location, contact information, maps, core product information) §  “Click” to “Get” architecture

③  Design for Speed §  Avoid using Flash and video – use JPEGs and GIFs §  Enlist the help of a technical expert on designing for speed

Designing Your Site Planning of Your Mobile Site ④  Design for Multiple Devices

§  Consider the top 4-5 smartphone and SmartPad devices used by your customers

§  Use mobile site development technology and tools that will be around in a few years

⑤  Get Help! §  Enlist the help of design and technology

experts §  Do what you do best – leave the technical aspects to the experts!

Examples

American Red Cross •  The American Red ross encouraged donors to

text HAITI to 90999 to give $10 to the Haiti Earthquake relief efforts.

•  The campaign raised more than $32 million from 3 million unique donors, 95% of whom were first time donors.

•  Takeaway: Mobile can be used as both a marketing tool and an operational tool which can streamline your processes. Taking advantage of both aspects increases your likelihood of success.

Heineken •  In 2010, Heineken launched a mobile game to

coincide with the Champion League soccer games.

•  The game, which could only be accessed while the UEFA game was being broadcast, challenged players to predict what would happen next in the live game.

•  Takeaway: people are usually multitasking while on their phones, if you embrace this fact instead of trying to fight it, you will drive higher engagement.

True Blood •  Prior to launching the third season of HBO’s

True Blood, the show ran a mobile ad campaign to drive buzz.

•  While on sites that featured the ad, finger taps would appear bloody on the screen, followed by a stream of blood coming down the screen and a pop up banner ad for the show.

•  Takeaway: Mobile banners can be hard to see, so break through the clutter with innovative and mobile-specific creative.

The Westin •  The Westin launched geo-enabled ads on the

Weather Channel. •  When in a chilly location, ads would appear that

prompted the user to wipe off the virtual frost to reveal 8 warm weather Westin destinations.

•  Takeaway: Take advantage of the fact that you can receive geographical information about your users on mobile. Geo-enabled ads perform 4-5X better than ads that don’t take geography into account.

•  Brisk used popular photo sharing app, Instagram to run a promotion where users could submit photos through the app for the chance to have their photo on limited edition cans at 2011 SXSW.

•  Takeaway: You don't have to spend millions to get into mobile. Sites and apps like Instagram, Foursquare and Gowalla are free and can be used to get your foot in the door of mobile marketing.

Brisk

Predictions

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Prediction # 1

“IF YOU ARE NOT MOBILE YOU WILL LOSE”

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50% have made a purchase with one.

81% of smartphone users have done product research via smartphone and

[ research from Prosper Mobile Insights ]

Prediction # 2

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Prediction # 3

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Mobile of The Future?

Thank You!