Since the iPhone's arrival in 2007, mobile's been a frequent topic of discussion is business meetings. Unfortunately for most companies, it's mostly talk for fear of action--for good reason. The fast pace of mobile's evolution has forced most brands, including powerhouses like Starbucks and Walmart, to admit that they can't keep up. Here's a secret: you don't need to.

1. Where to Begin
in Mobile Marketing
A pragmatic approach to integrating & scaling mobile
efforts into your marketing mix
Curt Prins
Integrated Marketing Summit – Minneapolis
6 June 2014

2. Agenda:
1. About Me
2. Mobile Factoids
3. Where to Begin
4. Mobile Tools to Consider
5. Q&A

3. About Me:
• 1993: Mobile Seed Planted
• 1995: Embedded Computing
• 2004: First Smartphone
• 2009: Mobile in a nonprofit
• 2010: Mobile strategist for
Startups, F100 & NPOs

4. Factoids
to give you a sense of scale
& speed of mobile adoption

5. 371,000 babies are born daily
645,000 iOS devices activated
1,500,000 Android devices
activated

6. 1:6
Yes, that’s one kid for every six mobile devices.

7. 7,000,000,000 people on the earth
6,000,000,000 access to mobile
4,500,000,000 access to toilets

8. 175,280,000 smartphone users
107,100,00 tablet users

9. 282,380,000
mobile devices primed for
your attention

10. This trend has yet to plateau in the US.

11. We’re addicted to our mobile devices.

12. So is everyone else (but France).

13. Dirty Secret
what you might have heard
about mobile marketing is
WRONG

14. Mobile isn’t just for big business.

15. Small businesses have adopted mobile faster.

16. It’s not exclusive for teens & millennials.

17. C-level executives are equally heavy users.

18. You DON’T need a mobile app to start.

19. Here are seven reasons why:

20. 1. Good app costs $150-250K to
build
2. Spend 1.5x to promote &
update
3. Average user downloads 45
apps, 42 of which are free
4. But uses only 5 of them
5. Pay $1.80-$2.50 per download
6. “Loyal” users uses the app 3x

21. You don’t need the “bright & shiny” tools either.

22. Or most of these.

23. where you begin
(in 3 steps)

25. #1: Understand
your customers & prospects

26. You are NOT one of them.

27. create user personas

28. observe them in public

29. talk to them

30. #2: Find
their pain points

31. look at your analytics & set goals

32. Google offers a wealth of info.

33. talk to your team

34. talk to your customers

35. #3: Mobilize
your existing marketing tools

36. start with your site

37. 63% of your mobile
visitors won’t come
back if you give them
a desktop experience.

38. web site:
• Create a mobile-responsive micro-site
• Hold off on your main site unless it’s past due
for an overhaul
• Backbone of all mobile efforts
• Less is more—focus on critical information
first & limit forms to 3-5 questions
• Do ample a/b testing

39. continue with email efforts

41. email:
• It’s the most used app on smartphones
• 92% of smartphone/tablet users check email
• The average mobile Internet user spends
42% of her time on email.
• Mobile users are looking for any excuse to
delete email
• Resource: Text MOMAIL to 75309

42. optimize search engine marketing

43. SEM is more
prominent on
mobile screens.

44. sem:
• 63% of local mobile search ends in a store
visit or other actions
• Geo-targeting offers greater
• Easy via Google AdWords
• Click2Call drives conversions
• Though dropping, CTR are still 4-5x over
desktop search

45. explore other mobile tools

46. other mobile tools:
• Text messaging open rates exceed 95%--
excellent for broadcast ads, events & print
• Conversion tools like QR codes & NFC
bridge the traditional with the interactive
• Graduate to mobile apps only if needed—
expensive to both build & keep relevant.
• Ignore the “bright shinny things” unless their
direct benefit is obvious
• Test small; scale up with success

47. Recap:
#1: understand your
audience
#2: find their pain points
#3: mobilize what you have

48. curtprins.com/connect