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85% of American adults have a mobile phone – mobile web users will outnumber PC web users by 2012. The explosive growth of the mobile device market has created new opportunities for marketers to reach potential customers, but so many still don’t take advantage of mobile. In this presentation, you’ll learn how to successfully integrate mobile into your existing marketing campaigns to extend their reach, improve their effectiveness, and increase their ROI. We’ll discuss search and display advertising, SMS, QR codes and location based services and how they can integrate with online and offline marketing campaigns.
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5 StrategiesIntegrating Mobileinto yourMarketing Mix
Digital AtlantaNovember 8, 2011
The State of Mobile
We’ve Come a Long Way
Mobile is Mainstream
Desktop Power in a Mobile Device
1Look at Both Sides of the Funnel
Brand Awareness Marketing Goals
Generate Sales
Increase Revenues
Enhance Customer
Loyalty
Improve Customer Support
Know Your Customers
• SMS Messages
• Mobile Website
• Mobile Email
• Display Advertising
• Search Advertising
• QR Code
• Application
• Location Based Services
• Augmented Reality
2Utilize the Media You Already Buy
YourMessageHere
Engagewith Buyers Through Traditional Media
3Mobile Web & Email
Mobile Web79% of large online advertisers do not have a mobile-optimized website.
Source: Google, March 2011
Jakob Nielson
If mobile use is important to your Internet strategy, it's smart to build a dedicated mobile site.
Search & Display
Display Best Practices
• Utilize targeting
• Send to a mobile-optimized landing page
• What is the CTA?
• Track visits, conversions, and connections
Mobile Email
From4%of the market to almost20% in just 2 years
http://www.campaignmonitor.com/blog/post/3163/optimizing-your-emails-for-mobile-devices-with-media/ http://www.campaignmonitor.com/blog/post/3442/mobile-email-design-in-practice/
• Utilize @media queries• Turn off font resizing• Hide unnecessary content• Use a one-column layout• Adjust size of large images
Email Best Practices
4Leverage Location Based Services
Location Based Services
Foursquare
• Pages
• Places
• Advertising
LBS Best Practices
• Great for LOCAL businesses
• Go where your customers are
• Give incentives for checkins
• Look at your demographics
• Make it fun
5Create Engagement Opportunities
SMSMarketing
• 90% Sign-up rate
• Lower acquisition costs
• 400% Increase in sales
SMS Campaign
• $138,460 Revenues
• 61% From SMS
• Coupon Conversion Rate Testing
SMS Campaign
SMS Best Practices
• GET PERMISSION
• Use urgency & scarcity
• Cross-promote with other media
• Great for radio, television & OOH
QR Codes
Mobile barcode scanning grew 1,600 percent in 2010.
“Custom QR codes have a three-to-one ratio of scans over traditional codes.”
QR Best Practices
• Simple short URLs
• Educate consumers
• Size matters... & TEST scanability!
• Utilize tracking URLs
• Don’t post codes online
• What is the CTA?
Get In Touch
Web: www.kelseyads.com
Email: brandon.eley@kelseyads.com
Twitter: @beley
Slides: www.brandoneley.com
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