MOBILE MARKETING:MOBILE MARKETING:The Next Gold Rush

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KIM DUSHINSKIKIM DUSHINSKI

The System Seminar | June 1, 2008

IMPORTANT INFO

Slides / Handout / Links:MobileMarketingProfits.com/System2008

Ongoing Support:Ongoing Support:FREE Follow Up Q&A Call Next Week

(d t il R h t)(details on Resource sheet)

What is Mobile Marketing?What is Mobile Marketing?

Mobile marketing connectsMobile marketing connects businesses and their customers

i di id ll (th h th i bil d i )individually (through their mobile devices)at the right time and place,

ith th i htwith the right message

and requires the customer’s explicit q ppermission and/or active interaction.

What tools are in bil t lb ?your mobile toolbox?

Text MessagingText MessagingSMS, MMS, Premium

Mobile WebMobile WebAdvertising, SEO, Pay per Click

Proximity MarketingProximity MarketingBluetooth

mCommercemCommercePhysical goods, Downloadables

b l lMobile ApplicationsSoftware, Widgets

WHY MOBILEWHY MOBILE

U S Mobile Users vs Internet UsersU.S. Mobile Users vs Internet Users

US Population350

ons

InternetMobile

200

250

300

Mill

io

50

100

150

0

50

Series1 238,015,529 257,571,690 303,883,922

Internet Mobile US Population

Sources:

www.internetworldstats.com, www.ctia.org, www.census.gov

Worldwide Mobile Users vs Internet Users

7,000,000,000

4,000,000,000

5,000,000,000

6,000,000,000

1,000,000,000

2,000,000,000

3,000,000,000

-Internet Mobile World Population

Mobile Adoption RatesMobile Adoption Rates

• Canada is behind USA (60% Only Mexico is lower)Canada is behind USA (60% - Only Mexico is lower)

• USA is behind Europe (US 80%)

E i b hi d J• Europe is behind Japan (100% / 64% 5-9 yr olds)

• Japan is behind South Korea (100% +)

• South Korea has flying cars (well, almost!)

Potential of MobilePotential of Mobile

• More people worldwide use TextMore people worldwide use Text Messaging than anything on the Internet.

• 90% Mobile Web adoption rate in Asia (US i t 13% / 56% / 85%)(US is at 13% / 56% / 85%)

• $10 Billion in physical goods sold in Japan – using mobile phones g p

THREE THINGS THREE THINGS YOU CAN YOU CAN

DO WITH MOBILEDO WITH MOBILE

Market Your Brick and Mortar Biz

Market Your Internet BusinessMarket Your Internet Business

Build a MobileBuild a MobileMarketing Business

WHY NOW?WHY NOW?

Opportunities in Mobile: The missing piece is YOU

Even if you don’t start with mobile nowEven if you don t start with mobile now,YOUR COMPETITORS WILL.

HOW MOBILE MARKETING

COMPARES TO INTERNET MARKETING

Internet vs. MobileInternet vs. Mobile

INTERNET MOBILE

One entry point On Deck vs. Off Deck

Do what you want Do what you canIt works easily Lots more technicalIt works easily Lots more technicalStands alone Needs integration

Hi hl titi L t f t j iHighly competitive Lots of room to jump in

How You Need to Thi k Diff lThink Differently

• Use mobile-specific tools• Understand things won’t work perfectlyg p y• Pay attention to functionality• Don’t try to build it yourself• Don t try to build it yourself• Follow the rules

I b h G ld R h It may be the next Gold Rush, but mobile is NOT the Wild West.but ob le s NO t e W ld West.

There is a sheriff in town . . .There is a sheriff in town . . .

. . . several of them, actually.. . . several of them, actually.

Best Practices in MobileBest Practices in Mobile

1 PERMISSION1. PERMISSION2. Opt-In and Opt-Out3 N F l Ad ti i3. No False Advertising4. Follow MMA’s Best Practices Guidelines

THE key to success in mobile marketing . . .

THE key to success in mobile marketing . . .

P id VALUE th t t t Provide VALUE that your customers want when they are mobile.

With mobile marketing your customersWith mobile marketing your customers must actively agree to participate

ith k ti dwith your marketing andwhen they do, it is PERSONAL.

What Do People Want via Mobile?What Do People Want via Mobile?

Location Specific InfoLocation-Specific Info

EntertainmentEntertainment

Timely Knowledge

What Do People Want via Mobile?What Do People Want via Mobile?MakeLifeEasierEasier

Financial Incentive

Connection

KEY CONCEPTS KEY CONCEPTS AND TOOLS IN AND TOOLS IN

MOBILE MOBILE MARKETINGMARKETING

What tools are in bil t lb ?your mobile toolbox?

Text MessagingText MessagingSMS, MMS, Premium

Mobile WebMobile WebAdvertising, SEO, Pay per Click

Proximity MarketingProximity MarketingBluetooth

mCommercemCommercePhysical goods, Downloadables

b l lMobile ApplicationsSoftware, Widgets

Ready, Set, GO!Ready, Set, GO!

3 Reasons to3 Reasons toStart with Text Messaging

1. Second most used feature on phones2. It works on all phones3. The tools are the most stable

Text Messaging: Key ConceptsText Messaging: Key Concepts

• SMS, MMS, Premium, ,

• No Lists, Everybody Starts at Zero

O O O• Opt In and Opt Out – Mandatory

• Something of Value to Customers

• Marketing Integration

Text Message CampaignsText Message Campaigns

• CouponCoupon• Alerts

T t Cl b• Text Clubs• Voting/Polling• Text-to-Win• Operational / InformationalOperational / Informational

Why providing value is important

Text Messaging: ToolsText Messaging: Tools

Short Code and Keyword (J t S N t SMTP)(Just Say No to SMTP)

Dedicated vs Shared Short Code

Text Messaging Companies

• Lease Your Own Short Code ($500-$1000/month +)

• Shared Short Code ($100/month +)

• Free with Inserted Ads (Free but has advertising)

What is the Mobile Web?What is the Mobile Web?

A complete ecosystem of the Internet that isA complete ecosystem of the Internet that is accessible via mobile devices.

• Mobile-friendly Websites • Mobile Advertising• Mobile SEO

Customer experience drives the mobile web

www.allrecipes.com

mobile.allrecipes.com

allrecipes.com

Mobile Web: Key ConceptsMobile Web: Key Concepts

SAME DIFFERENTSAME DIFFERENT

Traffic + Conversion On Deck / Off Deck

Feed Hungry Market No Keyword Tools Yet

Less Competition

Site Building ToolsSite Building Tools

People are Mobile

Mobile Web Building Options

• Build Your Own from Code

• Mobile Platforms

• Low or No-Cost Site Builders

Mobile Traffic TechniquesMobile Traffic Techniques

• Marketing IntegrationMarketing Integration• Publicity

M bil Ad ti i• Mobile Advertising• Mobile SEO

Mobile Site Analytics Tooly

Mobile Advertising: Key ConceptsMobile Advertising: Key Concepts

• Mobile Ad players differentMobile Ad players different

• No keyword research tools!

• More options than just click throughMore options than just click through

More Clicking Options

More Ways to Click…

Mobile SEO: Key ConceptsMobile SEO: Key Concepts

• On Deck / Off DeckOn Deck / Off Deck

M bil SEO E t• Mobile SEO Experts Bryson Meunier / Bena Roberts

• Mobile Social Searchtaptu.mobi

Other Mobile TechnologiesOther Mobile Technologies

• Bluetooth with Permission (Mobile Zones)Bluetooth with Permission (Mobile Zones)• mCommerce (physical goods)

M bil P t• Mobile Payments• Widgets• iPhone applications

WHAT’S NEXTWHAT S NEXT• Free Follow Up Q&A Session (June 9)

• The Mobile Marketing Handbook (Nov 2008)g ( )

• Mobile Marketing Launch Kit ($49)

System Special:System Special:Includes Individual Consultation

Please fill out Interest FormPlease fill out Interest Form

FREE Follow Up Q&A Call Next Week:

Monday June 9, 2008N E t / 9 00 AM P ifiNoon Eastern / 9:00 AM Pacific

218 486 1300 B id 941271218-486-1300 Bridge 941271

Text KimDushinski to 95495 for text message reminderfor text message reminder

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