Mobile Marketing for Businesses and Brands, Tools for Mobile Marketing including advertising and analytics. Plus lots of case studies and digital marketing ideas.

1. Mobile Marketing for
Businesses

2. Today’s Outline
1. Mobile Marketing Trends!
2. Mobile Marketing Strategy!
3. Considerations for Brands!
4. Mobile Marketing Tools !

3. David Liem
❖ 5 Years in Digital
Marketing Leadership!
❖ Trainer and Conference
Speaker!
❖ I love to help businesses
get their digital marketing
strategy off the ground!

4. What’s your mobile usage?
❖ Find out from your friends…!
1. Most accessed apps!
2. Most accessed websites!
3. What do you like about
these websites?!
4. Items purchased recently
through mobile!
5. Your most recent Google
queries !
6. Time of day most use
mobile!

5. Mobile Marketing Trends

16. The Mobile Playbook –
The Business Approach
to Mobile Marketing

18. Big Trend - Wearables
❖ Nike FuelBand!
❖ Connect your wearable tech
devices to your mobile!
❖ Stats and Goals!
❖ Social Aspect!
❖ Gamify and competition!
❖ Connect to the larger community!

19. Creativity – Nike – Personal /
Social

20. In Summary
❖ Phones in commute, tablets at night!
❖ Entertaining content is what people are looking for!
❖ More time spent consuming media in apps than mobile!

21. The Mobile Playbook

22. Q1. The Value Proposition

23. Start Serving the Mobile Customer

24. Discussion:
How are your mobile customers’
needs different than desktop?

25. Start Serving the Local Customer

27. Discussion:
What locally relevant content can I
provide my customer?

28. Recognize Price & Transparency

29. Ideas to improve your in store
experience
❖ Add QR codes in store to link to website!
❖ Add website ratings !
❖ Offer unique items only in-store!
❖ Offer unique rewards and coupons to in-store customers
like free WIFI!
❖ Train your staff to sell to the showrooming customer
(price match, better return rate etc)!

30. What ways can I improve in-
person experience with mobile?

31. Q2. Digital Destinations

32. Mobile Optimized Websites

33. Virgin Airlines (BETA)
❖ Big buttons!
❖ One screen same page!
❖ Clear and simple design!
❖ Intuitive interface !

34. Discussion:
What do I know and need to
know about how my mobile
customer uses my site?
What can I learn from my
analytics?

35. Branded Mobile App

36. The Case to build
Mobile Applications

37. What are Native Apps?
❖ Designed to run on specific OS’s and firmware!
❖ Make use of mobile features (camera, location, address book)!
❖ Do not need Internet connection to work!
❖ Specific to handset and it’s features!
❖ Distributed on phone’s marketplace!
❖ Preferred for resource intensive applications!
❖ Development & maintenance costs are higher!
❖ Hold an architectural edge in security!

38. Browser apps / websites
❖ Can be accessed from all web capable mobile devices!
❖ Works across all devices!
❖ Coded in HTML & JavaScript!
❖ Easier / Cheaper to port, maintain and QA!
❖ Useful for subscription based services!

39. What are hybrid apps
❖ Use development frameworks!
❖ Cross develop web technologies (HTML, JS) with phone
features!
❖ Native app with embedded HTML!
❖ Selected portions of the app are written using web
technologies!
❖ Web portions can be downloaded from the web!
❖ Reap the benefits of native apps with longevity of web apps!
❖ Facebook app is an example of hybrid app!

40. Why offer only native apps?
Source: GIA native vs. web app industry survey, February – March 2011

41. Top reasons for only web apps
Source: GIA native vs. web app industry survey, February – March 2011

42. Top reasons for offering both
Source: GIA native vs. web app industry survey, February – March 2011

44. Case Study: LinkedIn

45. Case Study: Financial Times
❖ Mobile site but experience much
richer on mobile app!

46. Why go for a mobile website?
❖ Avoids pan & zoom!
❖ Loads Faster!
❖ Avoids Flash!
❖ Changes context & information!
❖ Utilizes GPS, Cameras, Accelerometers, Gyroscopes!

47. Fluidui.com
Mock up your mobile app

48. Discussion pro’s and cons for
building a mobile app or a mobile
website.

49. 3. Mobile Friendly Organizations

50. The Mobile Champion

51. Discussion
What would you want your
mobile champion to do?

52. 4. Mobile + Marketing

53. Mobile Search Strategy

54. Get The Full Value of Mobile

55. Types of Mobile Conversions
❖ Mobile Web / Website!
❖ Mobile Apps!
❖ Phone Call!
❖ Cross Device!
❖ In-Store!

56. Discussion:
How would you change the way
your organisation markets to
mobile?

57. Tips for Mobile Ads
❖ Simple Interface!
❖ Overlays!
❖ Touch!
❖ Animation!
❖ Video!
❖ Social!
❖ Location!

58. Add Mobile to Existing Channels
❖ Email Marketing!
❖ Social Media!
❖ Coupons & Promotions!
❖ Offline Media!
!

59. 5. Remember the Tablet

60. T-Commerce Strategy

61. Discussion:
How do you use tablet differently
than the phone?

62. Mobile Games Business Models
1. Freemium!
2. Affiliate and Referral Marketing!
3. Banner Ads!
4. In-App Purchasing (highest earning revenue)!

63. Advertising on Mobile

64. Google Mobile Ads - Search (1/3)
Click-to-call!
Click-to-
download
Text Ads
Click-to-call

65. Google Mobile Ads - Search (2/3)
Seller Ratings
Ads with Offers
Location
Extensions

66. Google Mobile Ads - Search (3/3)
Location Extensions with
Multiple Addresses
Mobile Ad Sitelinks

67. Google Mobile Ads - Websites
(1/3)
Video Ads
Interstitial Ads
Canvas &
Expandable Ads

68. Google Mobile Ads - Websites
(2/3)
Tablet Banners
Multi-Panel
Banners
Click to
download app

69. Google Mobile Ads - Websites
(3/3)
Mobile
Roadblock
InStream
Video Ads
Brand Channels

70. Run Mobile Ads on Mobile Apps

71. AdWords - Location Extensions
❖ Help nearby consumers find or call your nearest storefront!

72. AdWords - Call Extension
❖ Connect users to your business directly by phone!

73. Do you need to look beyond
smartphones?
❖ Short messaging service (SMS)!
❖ Multimedia messaging services (MMS)!
❖ Bluetooth, wireless and infrared marketing!
❖ Mobile search marketing!
❖ Mobile display advertising!
❖ Mobile video advertising!
❖ Mobile applications!
❖ QR codes!

74. Mobile Web Analytics

75. Google Analytics is Mobile Ready!

76. 37% of Mobile Ready Websites
Forget
http://www.seomoz.org/ugc/2012-the-year-of-mobile-but-not-the-year-of-mobile-analytics

77. Is Your Tracking Code
Implemented?
❖ Add in the code first!
❖ For smartphones, you can use the regular JavaScript
version!
❖ If you use a subdomain, change the setDomain quality!
❖ Create a new profile for the m.domain.com!
❖ Use Event Tracking in case of extra HTML5 functionality!

78. Let’s take a look at reports

79. Action Items

80. Let’s Learn By
Looking At
Innovative
Ideas in Digital

82. B2B Marketing - Hubspot

84. Lessons to Learn
1. Even B2B company’s can be ‘fun’
2. Education has a strong pull effect
3. Hubs of information creates repeat visitors
4. Find ways of ‘helping’ your market with low effort to create stronger
relationships

88. Lessons to Learn
1. CLEAR content is king
2. Make content sharable
3. Reviews are your friend
4. Live chat to add to customer experience

92. Lessons Learned
1. Create content relevant for today
2. Get your people involved,
3. Show the world your team
4. Show the world your loyal customers
5. Original visual content has great appeal
6. Inspirational quotes are highly viral

95. Lessons Learned
1. Utilize user generated content for great brand visibility!
2. Educational video are a great marketing and branding
tool!
3. Localize your content!

97. Lessons Learned
1. Twitter is a great tool for keep your audience informed
on breaking developments!
2. Connect to your customers on common values and
issues!
3. Create videos to educate your audience on larger issues!
4. Connect your audience on the larger issues around them
and urge them to get involved.!