10 mistakes in mobile marketing1 license tosteal

ITI Marketing Inc.Mobile Marketing Solutions

Contact :

andyuhlig@iti-marketing.comPh (912) 434-4546

ITI Marketing (noun)

1. A dynamic group of world class marketers, mobile software and design professionals who provide innovative solutions.

Over 150 Mobile Clients:

Andy Uhlig,Director Business Development

Andy has extensive experience in the travel and tourism sector having worked over 25 years in various sales and marketing capacities in the airline and Convention & Visitors Bureau sectors. Andy ‘s intimate production knowledge has led him to be a leader in new business development.

10 Mistakes in Mobile Marketing

The Power of the Mobile Web

Breaking Free from “Dotcom Thinking”

Ready. Set. Mobilize

Get ready to

10 Mistakes in Mobile Marketing

Ready. Set. Mobilize

These days, it’s common to hear people describe the mobile web as the biggest thing since the desktop web.

They’re wrong. It’s much, much bigger than that.

The vast potential of the mobile web is also due to the way people think about and use their mobile devices:

They’re always on.

They’re always at hand.

They’re always personal, rarely shared.

No other marketing medium can say any of these things, much less all three

Your Customers are Mobile – as should your Brand

More people have mobile phones than Internet-connected PCs (4 billion) SMS penetration 50% and fully mainstream (82% of users <24 y.o.) 82 million Americans can recall seeing advertising on their phone over last

3 months. Internet Advertising Bureau survey found that 62 percent of agencies,

media planners and advertisers believe mobile ad spending will continue to grow and emerge in marketing budgets

50,000 apps from iTunes App Store and Nokia, RIM, MSFT and other app stores = 1 billion+ app downloads to date

70% of people sleep with their mobile phones More than 60 million mobile views per month for New York Times; one of 4

apps pre-loaded on the Palm Pre Joseph Porus (Harris Interactive) ”Mobility could be recession-proof and be

one of the strongest ways of effectively marketing in tough economic times 35% of mobile advertising campaigns cost less than $10,000

eMarketer, Harris Interactive, Forrester Research, Inc

57% of people now have access to the Internet from their Mobile Phones

AND because of the relatively short time that most people keep handsets

(18 months on average)

This Number is Rising FAST!

Ready. Set. Mobilize.

Historically, marketers tend to approach every new medium in much the same way as they approached the previous ones.

Early TV was like radio with heads. Early websites were static brochureware. And early mobile websites have mostly been scaled-down or stripped back

desktop sites (or, worse, the same desktop website stuffed onto a small screen).

This “dotcom thinking” has made for some pretty poor mobile web experiences. But it’s fast giving way to a new generation of mobile websites

that exploit the unique potential of the medium.

Mobile Web:• Screen size limits text• Information needs are based on

location and situation•Requires information be filtered

so only relevant info is delivered

World Wide Web:• Ability to read voluminous text• Time to search and discover

relevant information• Ability to multi-task on a single

screen

Traditional Web Site Mobile Site

View ExploreGeorgia.org on both your PC and mobile phone to understand the impact of this medium

What is the Difference Between a “Traditional” Website and a Mobile Site?

Mistake #1: Treating Mobile Users Like PC Users

The first rule of creating great customer experiences is to think about the kinds of things you want to

do when you’re out and about:

• You want fast access to relevant information. • You want services that recognize you’re on the

move. • You want location-aware, activity-specific

experiences.

Thousands of words, massive images, slow downloads. Lots of clicks - not good.

Mobile users don’t want to download your photo library or navigate seven levels of your website.

Georgia Tourism/GDEcDm.ExploreGeorgia.org

Visitors may not want to plan their vacation to

Georgia from their phone, but they will

want to find a restaurant or a great place to shop

on-the-go.

BEST PRACTICE

Take into account the mobile user and the mobile device

www.tasteohiowines.com

• Screen Size

• Navigating without a Mouse

• No Printer

• Small Keyboard

• Bandwidth/Speed

• Data Plans

Mistake #2: Ignoring the Limitations of the Mobile Device

Phones can do many things PC’s can’t do but there are limitations that marketers need to keep in mind.

BEST PRACTICE

Spanair S.A.www.spanair.mobi

The Spanish airline, lets user check in from

their mobile device, using the screen as a

boarding pass. Who carries a printer around with them?.

Deliver fast, relevant and real time experiences designed just for mobile

handsets.

• Make phone callsJust click to call

• Take picturesConduct photo contests

• Make video recordingsCreate sweepstakes

• Text messagingExecute polls, votes etc.

• Location-based awarenessLocation specific offers

• Make paymentsGenerate bookings/sales

Mistake #3: Failing to Exploit the Capabilities of the Mobile Device

• Send/receive e-mailsShare/viral distribution

• Listen to musicBranded podcast, ringtone

• Watch videosBranded Trailers, commercials

• Manage calendars“Mark the date”

•Browse the InternetLinking to mobile/social media sites

The best mobile websites exploit the many things mobile devices can do. BEST

PRACTICE

• HTML Frames don’t work well in mobile design because most devices don’t support them

• Page Orientation – Portrait NOT Landscape

• Second-level domain name – yourbrand.mobi (no www.)

• Use XHTML-Mobile Profile – works across any mobile browser

Mistake #4: Using Frames (and Other Nasty Habits)

Stick to the Standards: Great Mobile Sites Follow Mobile Web Best Practices.

BEST PRACTICE

www.ready.mobi

Mistake #5: Failing to Test Your Site for Mobile Readiness

The worst way to find out about usability problems on your mobile site is from your user.

BEST PRACTICE

Mistake #6: Serving the Same Content in the Same Way to Every Mobile Device

BEST PRACTICE

Solve Device Diversity Problems:

Great Mobile Sites serve up content optimized specifically for each

unique mobile device.

.mobi sites that are device-aware, performs perfectly for every user, no matter what device they’re using.

Mistake #7: Using a .com Name for a .mobi Experience

BEST PRACTICE

A .mobi name says “this site was designed from the ground up as a mobile

experience.”

Google Search:Georgia State Parks

WITHOUT auto redirect:www.gastateparks.org

WITH auto redirect:www.georgiastateparks.mobi

Example:www.broadwayatthebeach.com

Mistake #8: Hiding Your Mobile Website

Example:www.visitblairsvillega.mobi

BEST PRACTICE

Maximize Your Audience

Mistake #9: Not Actively Promoting Your Mobile Website

People can only spend time on your .mobi if they know it exists!

BEST PRACTICE

Compose SMS Text___________________95495___________________MOUNTAINS

Response:Welcome to Blairsville, GA. For on-the-go info including lodging, dining, events and more click www.VisitBlairsvilleGA.mobi. To STOP, reply STOP

Mistake #10: Running Mobile Campaigns without a .mobi Presence

BEST PRACTICE

Make your Mobi Site the Call to Action

ITI Marketing Inc.Mobile Marketing Solutions

Contact me for more information:

andyuhlig@iti-marketing.comPh (912) 434-4546

ITI Marketing (noun)

1. A dynamic group of world class marketers, mobile software and design professionals who provide innovative solutions.

Over 150 Mobile Clients:

Andy Uhlig,Director Business Development

Andy has extensive experience in the travel and tourism sector having worked over 25 years in various sales and marketing capacities in the airline and Convention & Visitors Bureau sectors. Andy ‘s intimate production knowledge has led him to be a leader in new business development.

10 mistakes in mobile marketing1 license tosteal

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