Presentation on mobile marketing for local business owners.

1. Presented by
Spears Marke0ng
270‐495‐0014
h;p://SpearsMarke0ng.
com
@SpearsMarke0ng
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2. INTRODUCTION
Who are we and why should you listen to us?
 We help local businesses get more customers by helping
them with their mobile marketing.
 We are local marketing experts
 Our goal is to help small businesses compete against the
big boys
 When you succeed, we succeed!
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3. WHAT YOU WILL LEARN TODAY
Mobile Marketing
 Mobile Marketing is one of the best ways to generate new
customers
 Mobile Websites t into your online presence
 Mobile habits of local consumers can affect your ndability
 This is a NO TECHIE ZONE
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4. WHAT ARE MOBILE DEVICES?
Pocket-Sized Computing Devices
 Cell phones, Smartphones, iPads,
Gaming Devices, ebook readers (Nook, Kindle)
 Mobile devices are everywhere.
 Mobile phones are here to stay.
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5. MOBILE MARKETING
The result of all this new technology?
Mobile Marketing!
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6. MOBILE MARKETING
 Stop marketing the shotgun way.
 Laser target your marketing instead
with Mobile Marketing!
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7. WHAT IS MOBILE MARKETING?
According to the Mobile Marketing Association,
mobile marketing is:
“a set of practices that enable organizations to
communicate and engage with their audience in
an interactive and relevant manner through any
mobile device or network.”
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8. WHAT IS MOBILE MARKETING?
 Communicating with consumers using mobile devices.
 Not a one-way message, not pushing info.
 Consumers invited to opt-in, giving permission for
communication.
 Providing value to consumers.
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9. WHAT IS MOBILE MARKETING?
 NO SPAM Zone
 NO unwanted
messages
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10. WHAT IS MOBILE MARKETING?
 Very targeted marketing
 Push marketing
 A New Tool for your
Marketing Tool belt
The International Telecommunications Union (ITU) has found:
According to the United Nations-run organization, a whopping 6.1 trillion
text messages will be sent by the end of 2010. That gure, which has
tripled in the past three years, means people around the globe are sending
200,000 text messages every second.
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11. WHY MOBILE IS IMPORTANT
 Population approaching 7 billion
7,000,000,000
 Cell phones approaching 5 billion
5,250,000,000  Internet users – less than 2 billion
 80% of Americans have cell phones
3,500,000,000
 Smartphone usage growing to 50%
in 2011
1,750,000,000
 20% of US households are mobile
0
only
World Population ell Phone Subscriptions Internet Users
C
Most of the cell phone population
has purchasing power!
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12. WHY MOBILE IS IMPORTANT
 About 1.3 billion internet users use email
 About 3 billion cell phone users use text
messages
 By the end of 2010, 6.5 trillion text messages
will have been sent
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13. WHY MOBILE IS IMPORTANT
 More people of all ages are accessing emails on cell
phones
 But emails are not always opened
 Considered spam or trashed
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14. WHY MOBILE IS IMPORTANT
On the other hand:
 90% of text messages are read
within 3 minutes
 99% of all text messages are read.
 Average redemption rate is 20%
regardless of business type
 No spam lters.
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15. WHY MOBILE IS IMPORTANT
 Text messaging through mobile phones is becoming
the preferred way to reach customers.
 Global mobile advertising marketing will be over $16
billion by 2011.
Clearly, if your business isn’t on the
mobile web, you are losing clients and,
more significantly, those clients are likely
to go to your compe0tors!
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16. THE BOTTOM LINE
The mobile marketing potential is
ENORMOUS!
You CANNOT afford to ignore this trend!!
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17. MOBILE – THE 7TH MASS MEDIA
 First came Print
 Then came Recordings
 … Cinema
 … Radio
 … TV
Then came the Internet
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18. MOBILE – THE 7TH MASS MEDIA
 Now we have MOBILE - the 7th Mass Media.
 What is Mass Media?
 Media that touches the greater masses.
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19. MOBILE – THE 7TH MASS MEDIA
What’s so special about the Mobile Industry?
 With Mobile, you can do everything the other 6 media do.
 Read newspapers
 Watch movies
 Listen to music
 Listen to radio
 Watch TV
 Surf the Web
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20. MOBILE – THE 7TH MASS MEDIA
Bene ts the other 6 Mass Media don’t have:
 Only media that is truly Personal
 Consumer can be identi ed individually
 Always on – 24/7
 Constantly with the owner
 Has built-in payment mechanisms
 All can be done at moment of Intense Impulse!
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21. MOBILE – THE 7TH MASS MEDIA
Mobile is the newest Mass Media
with the potential to become
the most in uential mass media
of all time!
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22. FEATURES OF MOBILE MARKETING
 Very effective and affordable
 Provides constant access to customers
 Can target speci c customers
 Trackable
 Results can be quick
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23. THE FUTURE...
According to Advertising Age,
“It’s clear that retailers that don’t embrace
mobile phone technology in the coming
year will be left behind, much as those
retailers who sat on the sidelines in the early
days of digital or social media are now
playing catch up.”
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24. WARNING!
If your business isn’t on the mobile web,
you are losing clients
and, more signi cantly, those clients
are going to your competitors!
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25. WHO NEEDS MOBILE MARKETING?
 Retail – bene ts the most from mobile marketing
 Some others include:
 Travel
 Real estate
 Food and beverage
 Consumer electronics
 Apparel and accessories … and many more
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26. WHO DOESN’T NEED MOBILE MARKETING?
 A niche whose target population doesn’t use mobile
phones
 Small business who cannot afford a loss from marketing
experimentation (use a mobile marketing expert to
minimize losses)
 Business owner who ignores important trends.
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27. HOW TO USE MOBILE MARKETING
 Limited only by your imagination
 Coupons
 Surveys
 Loyalty clubs
 Last minute travel deals
 Ticket sales
 Sales and events … and more!
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28. SHOW ME THE MONEY!
 Mobile phone use related to
buying activities increased in
2010, especially 4Q 2010.
 Check for coupons and sales
 Shared deals with friends
 Comparison shopped for best
prices
Buyers used
mobile phones to shop!
$$$$$$$$$$$
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29. MOBILE FRIENDLY WEBSITES – WHY YOU NEED ONE!
 People use mobile phones to search every day
 Mobile friendly website loads faster
 Business info is clearly visible – focus on important
information (phone #, address …)
 Travelers search with their mobile phones
 Market differently with 2 different website formats
 Higher search engine rankings from 2 websites
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30. NON-MOBILE FRIENDLY WEBSITES
.com on mobile
.com on PC
 Requires horizontal scrolling on mobile
 Likely to miss important information
 Frustrating!
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31. MOBILE FRIENDLY WEBSITES
.mobi website on mobile screen
 Easy to navigate
 Information clear
 Pertinent links
 Minimum
graphics
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32. MOBILE FRIENDLY WEBSITE EXAMPLE
Tulsa Zoo website features:
 “Donate Now” button and link
 “Directions” link
 “Hours & Admission” link
 “Contact” link
 Link to main website
 Links to current events
and exhibits
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33. MOBILE FRIENDLY WEBSITES
 In planning a mobile marketing campaign, you will send
consumers to your website.
 If your website is not mobile friendly, consumers will not
have a good experience and will leave your site
 Less than 1% of .com, .net & .org sites are mobile friendly
 99% chance your website is not mobile friendly.
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34. MOBILE MARKETING TOOLS
There are many mobile marketing tools you can use to
get your message out.
Select some and craft your messages to t the tools.
Mobile Marketing Tools include:
 Text Messaging (SMS) – Short Message Service
 Most cell phones can send text messages
 Limited to 160 characters
 Almost 100% open rates
 Texting is universal – it works on all mobile phones
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35. MOBILE MARKETING TOOLS
Multimedia Messaging Service (MMS)
 Can send audio, video and pictures
Mobile E-mail
 Great way to get a message out
Mobile Internet Sites
 Mobile friendly website for your business
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36. MOBILE MARKETING TOOLS
Mobile Applications
 Computer programs installed on mobile phones
 Provide capabilities for doing things (shop, checking account
balance)
 Can advertise on mobile apps
 Interactive Voice Response (IVR)
 Make and receive voice calls without live person on your end
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37. MOBILE MARKETING TOOLS
Mobile Social Media
 Easy to participate in social media
conversations
 Incorporate ad messages into
conversations
 Mobile Advertising
 Advertise to broader base using ads placed in apps, on websites
 Google bought AdMob – Mobile advertising is very important!
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38. MOBILE MARKETING TOOLS
Mobile Commerce
 Smartphones are like digital wallets, using bar code
scanners and mobile point of sale systems to
make purchases
Proximity Marketing
 Send geo-speci c marketing messages
 You need to do local internet marketing for your
mobile website
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39. MOBILE MARKETING TOOLS
Mobile-enabled Traditional Media
 Use traditional marketing media to invite consumers to
opt-in to your list
(print ads, TV ads … )
QR Codes
 2D barcode that can be scanned digitally to direct
consumers to websites or marketing messages
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40. QR CODE
QR Code
 Quick Response Code – 2D digital barcode
 Scan with reader on smart phone camera
 Scan with store scanner
 Store extensive data which is read digitally
 Created with help of mobile marketing consultant
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41. QR CODE
 Works as pull advertising rather than
push advertising
 Provides links to web pages,
coupons, opt-in invites, sales events
 e.g. Scan code on sign at Target and get instant coupon
delivered to phone
 e.g. Scan QR code on Coke can and it downloads the Coke
ringtone
 e.g. Calvin Klein replaced a billboard with a giant QR code.
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42. QR CODE
 Place on print advertising, business cards,
t-shirts, billboards, posters, websites, etc.
 Can be created with help of mobile marketing
consultant.
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43. START NOW!!
 Create a Mobile Friendly Website
 30% of phones are smartphones which can access websites
 Smartphone usage expected to reach 50% in 2011
 Start a Text Message Marketing Program
 Majority of mobile phones can receive text messages
 Direct, personal and cost-effective marketing strategy
 Start marketing with your own QR Codes
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44. SUMMARY
 Mobile – newest mass media
 Mobile phone use growing at rapid pace, smartphone
sales growing!
 Mobile – great marketing potential for businesses
 Mobile is set to explode!
It’s time to incorporate mobile into your overall marketing
campaigns.
Are you ready for the MOBILE EXPLOSION?!!
Go Mobile Now!!
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45. Spears Marketing
Spears Marketing will be happy to discuss
your mobile marketing needs with you
and implement the appropriate strategies
for an optimized mobile presence.
Spears Marketing
http://SpearsMarketing.com
info@spearsmarketing.com
(270) 495-0014
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