Mobile Marketing: Formic Media Lunch & Learn Seminar
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Mobile usage continues to grow at an exponential pace, with innovation coming at breakneck speeds. Smartphones will soon account for more than 50% of the U.S. cell phone market share, meaning that optimizing, and engaging customers proactively through mobile platforms has become a necessity not a luxury. This presentation will teach you about the growth of the mobile and tablet marketplace and best practices for designing and optimizing your website for mobile. It also covers mobile advertising tactics, local-social opportunities and what’s on the horizon for mobile.
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Mobile Marketing: Formic Media Lunch & Learn Seminar
- 1. Lunch & Learn: Mobile Marketing Presenter: Alex Peerenboom & Anna Hutson Date: May 9th, 2012 Location: Formic Media
- 2. Formic Team Open Source Awesomeness • Launched in 2008 to service small business & partners • Specializes in search, social and website development • 100% of Account Team Google AdWords & Google Analytics Certified • 7 employees & 45+ clients • Strategic partnerships (SEMA, AlphaGraphics, etc.) • Focus on education via monthly Seminar Series
- 3. Agenda Mobile Marketing Seminar • Growth of Mobile Industry • Mobile User Profile • Mobile Website Optimization • Mobile Advertising • Local-Mobile • The Future of Mobile
- 4. Lunch & Learn Mobile Marketing Seminar Growth of the Mobile Industry
- 5. Growth of Mobile Mobile Marketing Seminar
- 6. Growth of Mobile Mobile Marketing Seminar For total % of smartphone sales, China now leads with 22% as of Quarter 1 2012.
- 7. Growth of Mobile Mobile Marketing Seminar The latest version of the iPad, launched in March 2012, sold 3 millions units in the first 3 days!
- 8. Lunch & Learn Mobile Marketing Seminar Mobile User Profile
- 9. Mobile User Profile Mobile Marketing Seminar
- 10. Mobile User Profile Mobile Marketing Seminar
- 11. Mobile User Profile Mobile Marketing Seminar *Google Retail Advertising Blog
- 12. Mobile User Profile Mobile Marketing Seminar *Econsultancy Report
- 13. Lunch & Learn Mobile Marketing Seminar Mobile User Profile
- 14. Mobile Design Mobile Marketing Seminar What do I serve to users? Mobile Friendly Mobile Optimized Mobile App
- 15. Mobile Design Mobile Marketing Seminar How do I serve it?
- 16. Mobile Design Mobile Marketing Seminar Why does design matter? * Google How To GoMo
- 17. Mobile Design Mobile Marketing Seminar Best Practices * Google How To GoMo
- 18. Mobile Design Mobile Marketing Seminar Best Practices * Google How To GoMo
- 19. Mobile Design Mobile Marketing Seminar Best Practices * Google How To GoMo
- 20. Mobile Design Mobile Marketing Seminar Best Practices * Google How To GoMo
- 21. Mobile Design Mobile Marketing Seminar Best Practices * Google How To GoMo
- 22. Mobile Design Mobile Marketing Seminar Best Practices * Google How To GoMo
- 23. Mobile Design Mobile Marketing Seminar Best Practices * Google How To GoMo
- 24. Mobile Design Mobile Marketing Seminar Best Practices * Google How To GoMo
- 25. Mobile Design Mobile Marketing Seminar Best Practices * Google How To GoMo
- 26. Lunch & Learn Mobile Marketing Seminar Mobile Advertising
- 27. Lunch & Learn Mobile Marketing Seminar • Paid results on mobile search results pages take up a significant portion of screen real estate and lead to significantly higher CTRs.
- 28. Lunch & Learn Mobile Marketing Seminar • Google AdWords offers mobile Pay-per-Click (PPC) advertising through dedicated campaigns targeting mobile users.
- 29. Lunch & Learn Mobile Marketing Seminar • Google AdWords lets users create dedicated campaigns with specific targeting settings.
- 30. Lunch & Learn Mobile Marketing Seminar • Keeping mobile campaigns separate from other PPC efforts ensures that mobile budgets can be controlled effectively and landing pages targeted specifically for mobile devices.
- 31. Lunch & Learn Mobile Marketing Seminar • Call Extensions allow customers to reach you by adding a click-to-call business phone number in Google AdWords ads that appear on mobile devices with full internet browsers.
- 32. Lunch & Learn Mobile Marketing Seminar • Location extensions provide a physical address where users can locate the product or service they have searched for in Google.
- 33. Lunch & Learn Mobile Marketing Seminar • Location Extensions with Multiple Addresses let advertisers show nearby business locations on Google Maps on mobile devices.
- 34. Lunch & Learn Mobile Marketing Seminar • Ads with Offers let advertisers include special deals in their mobile search ads. A user can click the ad, then redeem the offer in store by showing the ad at the checkout.
- 35. Lunch & Learn Mobile Marketing Seminar • Click-to-download ads let you promote your mobile apps in Google search results and on sites which are part of the Google Display Network.
- 36. Lunch & Learn Mobile Marketing Seminar • Image banners and animated banners are available across all mobile devices, including Smartphones and feature phones, from iPhones and Androids to simple WAP phones.
- 37. Lunch & Learn Mobile Marketing Seminar • Expandable ads are started by the user and can expand to cover the entire phone screen.
- 38. Lunch & Learn Mobile Marketing Seminar • Interactive video ads engage the users as they launch apps or click on banners.
- 39. Lunch & Learn Mobile Marketing Seminar Local-Mobile
- 40. Lunch & Learn Mobile Marketing Seminar • Google Research shows that local-mobile consumers want to connect with local businesses.
- 41. Lunch & Learn Mobile Marketing Seminar • Location-based social networking sites such as FourSquare, Google Places, Yelp, and Facebook Places have quickly gained in popularity as consumers have begun using their Smartphones more and more while on the go.
- 42. Lunch & Learn Mobile Marketing Seminar • FourSquare allows users to check-in to location and broadcast location via app, email, social networks.
- 43. Lunch & Learn Mobile Marketing Seminar • FourSquare allows business owners to claim, manage and run promotions/specials for their business.
- 44. Lunch & Learn Mobile Marketing Seminar • Yelp allows users to check-in to location and broadcast location via app, email, social networks.
- 45. Lunch & Learn Mobile Marketing Seminar • Google Places allows users to find nearby businesses, get directions, call a business, check- in to a location and find friends nearby.
- 46. Lunch & Learn Mobile Marketing Seminar • Facebook Places allows users to check-in to
- 47. Lunch & Learn Mobile Marketing Seminar The Future of Mobile
- 48. Lunch & Learn Mobile Marketing Seminar • The constantly evolving market includes technologies far beyond just mobile web browsing and apps. • Two major examples of these technologies are: • Mobile Payments • Near Field Communication (NFC)
- 49. Lunch & Learn Mobile Marketing Seminar • Despite a concern for private information security, direct ecommerce through mobile phones is growing among users.
- 50. Lunch & Learn Mobile Marketing Seminar • Near Field Communication (NFC) is a wireless technology that allows devices to communicate with each other over short distances.
- 51. What We Do Local SEM Company for Small Business Services SEARCH ENGINE OPTIMIZATION PAY PER CLICK Formic Media's search engine optimization (SEO) Formic Media's pay-per-click (PPC) advertising services help small and local businesses to services provide small and local businesses generate visibility within "organic" or “natural" guaranteed visibility within targeted search search engine listings. results, via paid "sponsored listings". SOCIAL MEDIA MARKETING WEB DESIGN Formic Media's social media marketing (SMM) Formic Media's SEO-friendly website design and services enable small and local businesses to development services provide small businesses leverage free/ low-cost networks to gain with an affordable, functional and highly visible increased brand awareness. Web presence. FREE SEMINARS PARTNERSHIPS Attend Formic Media's free monthly search We have created the appropriate processes, tools engine marketing seminars. Learn the latest and and methodologies needed to be efficient and cost greatest in the search engine marketing industry. effective for your team and your clients.
- 52. Lunch & Learn Mobile Marketing Seminar Thank you! Contact John McPhee for more information johnm@formicmedia.com 503.517.9059 x122
Notas del editor
- Paid results on mobile search results pages take up a significant portion of screen real estate, and therefore lead to significantly higher click-through-rates (CTR) on mobile devices vs. desktop computers. Depending on your target market, the easiest way to launch mobile Pay-per-Click (PPC) is through dedicated campaigns targeting mobile users. Mobile PPC ads also have specific extensions that make the ad more engaging and useful for the mobile user after they have completed their search query.
- Smartphones have quickly outpaced the number of computers shipped
- US consumers have largely influenced the growth of smartphones.
- Don’t forget about tablets.
- Paid results on mobile search results pages take up a significant portion of screen real estate, and therefore lead to significantly higher click-through-rates (CTR) on mobile devices vs. desktop computers. Depending on your target market, the easiest way to launch mobile Pay-per-Click (PPC) is through dedicated campaigns targeting mobile users. Mobile PPC ads also have specific extensions that make the ad more engaging and useful for the mobile user after they have completed their search query.
- Don’t forget about tablets.
- Don’t forget about tablets.
- Don’t forget about tablets.
- Don’t forget about tablets.
- Paid results on mobile search results pages take up a significant portion of screen real estate, and therefore lead to significantly higher click-through-rates (CTR) on mobile devices vs. desktop computers. Depending on your target market, the easiest way to launch mobile Pay-per-Click (PPC) is through dedicated campaigns targeting mobile users. Mobile PPC ads also have specific extensions that make the ad more engaging and useful for the mobile user after they have completed their search query.
- Don’t forget about tablets.
- Don’t forget about tablets.
- Don’t forget about tablets.
- Don’t forget about tablets.
- Don’t forget about tablets.
- Don’t forget about tablets.
- Don’t forget about tablets.
- Don’t forget about tablets.
- Don’t forget about tablets.
- Don’t forget about tablets.
- Don’t forget about tablets.
- Don’t forget about tablets.
- The way mobile smartphone users experience and interact with mobile content is different, and consumers have come to expect a unique and optimized experience when using their mobile devices. This is why it’s so important to craft targeted mobile advertising campaigns, to cater to these users.
- With the growth of thsmartphone industry mobile advertising has also taken off. Paid results on mobile search results pages take up a significant portion of screen real estate, and therefore lead to significantly higher click-through-rates (CTR) on mobile devices vs. desktop computers. Depending on your target market, the easiest way to launch mobile Pay-per-Click (PPC) is through dedicated campaigns targeting mobile users. Mobile PPC ads also have specific extensions that make the ad more engaging and useful for the mobile user after they have completed their search query.
- Paid results on mobile search results pages take up a significant portion of screen real estate, and therefore lead to significantly higher click-through-rates (CTR) on mobile devices vs. desktop computers. Depending on your target market, the easiest way to launch mobile Pay-per-Click (PPC) is through dedicated campaigns targeting mobile users. Mobile PPC ads also have specific extensions that make the ad more engaging and useful for the mobile user after they have completed their search query.MADE FOR MOBILE We design our mobile ads to take advantage of the unique capabilities of mobile devices like touchscreens, location sensing and phone calling – solutions that give you more power to reach the right people with the right ads at the right time. PERFORMANCE GAINS Google mobile search ads with clickable phone numbers achieve 6-8% higher average click-through rates (CTR). Ads with mobile sitelinks see 30% higher average CTR.
- Paid results on mobile search results pages take up a significant portion of screen real estate, and therefore lead to significantly higher click-through-rates (CTR) on mobile devices vs. desktop computers. Depending on your target market, the easiest way to launch mobile Pay-per-Click (PPC) is through dedicated campaigns targeting mobile users. Mobile PPC ads also have specific extensions that make the ad more engaging and useful for the mobile user after they have completed their search query.MADE FOR MOBILE We design our mobile ads to take advantage of the unique capabilities of mobile devices like touchscreens, location sensing and phone calling – solutions that give you more power to reach the right people with the right ads at the right time. PERFORMANCE GAINS Google mobile search ads with clickable phone numbers achieve 6-8% higher average click-through rates (CTR). Ads with mobile sitelinks see 30% higher average CTR.
- Keeping mobile campaigns separate from other PPC efforts helps to ensure that mobile budgets can be controlled more effectively with keywords and landing pages targeted specifically for mobile devices.Formic recommends separate mobile-specific campaigns for greater control and testing abilities:Budgets and ad performance can be managed separately from desktop campaigns.Ads can be tailored specifically for mobile devices including specific phone models or operating systems for example.Ads highlighting specific promotions can include specific landing pages for targeted conversion opportunities.
- When people search for goods or services using their mobile phones, they often prefer to call a store rather than visit that store's website. Now you can make it even easier for potential customers to reach you by adding a click-to-call business phone number in Google AdWords ads that appear on mobile devices with full internet browsers. Mobile PPC ads also have specific extensions that make the ad more engaging and useful for the mobile user after they have completed their search query.Why you'd use it Ads that include a clickable phone number have experienced a 6-8% average increase in clickthrough rates. A click to call costs the same as a click to your website but customers who call are often more qualified leads. Your phone number appears as an additional line of text at no extra cost. See the number of calls received for each keyword, ad group and campaign.
- Why you'd use it These ads deliver down-to-the-block-level info about your business to the right user, in the right place, at the right time. Mobile local information seekers are ready to take action: research from Google and Ipsos shows that 59% visit a business and more than 40% purchase after looking for local information on their Smartphones. Simply enter your business address or link your Google Places account to your campaign as a Location extension to set these up.
- Why you'd use it When a customer searches for your business on the map and triggers your ad, they'll see a banner that asks if they would like to see all of your businesses on the map. After clicking the banner, the map will refresh and display only your business locations on the map, and another click will take them to a page with contact info for your business.
- Why you'd use it These ads are a great way to advertise in-store promotions and encourage customers to visit. Users can email or SMS your offer to themselves or others for later use. Ads display your phone number or business location on a map, giving customers all the info they need to visit your store and redeem their offer.
- Why you'd use it These ads link directly to your Google Play Store or iTunes App Store page, so users can download apps straightaway. The icon for your app will appear automatically in the ad.
- Why you'd use them You can use banners to cost-effectively increase awareness of your brand and mobile properties. Details Banners show across mobile sites and apps on the AdMob network and also across all mobile devices.
- Why you'd use them Rich media ads like click-to-interactive video, animated banners and expandables are more engaging than basic ads like text banners. Details Expandables appear across mobile sites and apps within the AdMob network and can be presented to iOS and Android users.
- Why you'd use it You can mix video and audio with touch screen interactivity to attract your mobile audience. Details Video ads appear in leading Android and iOS apps on the AdMob Network. You can add buttons that users can click to find out more without leaving the video experience or exiting the app.
- Paid results on mobile search results pages take up a significant portion of screen real estate, and therefore lead to significantly higher click-through-rates (CTR) on mobile devices vs. desktop computers. Depending on your target market, the easiest way to launch mobile Pay-per-Click (PPC) is through dedicated campaigns targeting mobile users. Mobile PPC ads also have specific extensions that make the ad more engaging and useful for the mobile user after they have completed their search query.
- 7. MAKE IT LOCAL Consumers look for local info on their phones all the time—from locating the nearest gas station to finding an open pizza place. Include functionality that helps people find and get to you. Have your address or store locator on the landing page. Include maps and directions. Use GPS to personalize when possible. Allow users to check stock at nearby stores.
- Ensuring visibility on these sites can help send additional visitors to your site. With mobile search and these sites being mobile in nature, a Google Place page or Yelp listing for example has a better chance of ranking higher in mobile search results. Properly optimized and engaged listings (i.e. lots of positive reviews) helps businesses stand out more in dedicated apps as well. Right now, the most popular services typically include Google Places, Yelp, Facebook and Foursquare. Google and Yelp are great for general business listings and reviews while Facebook and Foursquare are more popular with “check-ins” for brick & mortar stores.
- As the number of Smartphone users continues to rise, the phones themselves continue to get faster and more powerful. The constantly evolving platform includes technologies far beyond just mobile web browsing and apps.
- Ecommerce websites are starting to see a higher percentage of transactions occurring through Smartphones (and tablets as well). Banking institutions, carriers, and even Google are developing products that integrate credit/debit card information, bank accounts, and even brand loyalty cards. As phones and partner technologies like NFC become more secure, this trend will continue to grow.A new study conducted by the Pew Research Center’s Internet & American Life Project and Elon University’s Imagining the Internet Center revealed that the majority of survey respondents believe swiping mobile phones could replace cash and credit cards both online and in stores by Smartphone and tablet users within the next decade. A few days ago I reviewed Google Wallet and talked a little bit about Near Field Communication (NFC). As you may have read, Google Wallet allows people to use their credit cards, gift cards, and reward cards without having a physical card on them. They can use the app to scan the card using NFC. Google Wallet also offers NFC-only coupons through participating businesses. I truly believe that with the help of Google, NFC will revolutionize how we use our mobile devices – and not just with financial information.
- Google’s Schmidt Predicts Broad NFC Adoption by 2013This communication does not have to occur between two phones, but anything with a NFC chip installed. Devices wave past, touch or tap each other to exchange information. While few phones have NFC chips installed today, the number is expected to increase as well as uses for it. Google Places, for example, already distributes window stickers for local business that contain passive NFC chips. When an eligible phone is waved over the sticker, its NFC chip talks to the phone’s NFC chip. This will launch the business’ Google Place page on the phone. Future uses include mobile payment stations.Future CapabilitiesNFC could be used for so much more than just data transfer and payments. Imagine you’re planning a Disney Vacation (as it turns out, I am). You purchase your park tickets, reserve your hotel, buy your flight tickets, and you’re ready to go. Instead of printing everything off before you go to the airport, you get there and just wave your phone at the kiosk, where it asks you to enter a PIN that they issued to you. It then checks the tickets on your phone, as well as your identification, and you’re on your way. Once you touch down in Orlando and head to the hotel, you check in using your phone and they beam you your room key, all using NFC. Now you just wave your phone in front of your room’s lock and it unlocks. Finally, it’s time to go to the park. You go through the turnstile but instead of sliding your park ticket through a reader, you hold your phone up to it. You’re in, and your phone displays how many more times you can use your ticket.Pretty cool, right? The truth is that all of this and more is possible with NFC. As long as vendors get a reader that supports NFC, capable phones can quickly and easily send information to those devices. And I know what you’re thinking; everything I said might seem reasonable in theory, except for one step: the identification. It seems crazy and impossible that people would be able to identify using NFC. However, in the USA passports now have RFID chips embedded, something that was put in place back in 2005. Admittedly, there is the glaring problem of security and identity theft prevention.