Integrating Mobile In The Marketing Mix

Integrating Mobile in the Marketing Mix

Cindy Krum Sr. SEO Analyst atBlue Moon Works

The Mobile Opportunity How will Mobile Communication Impact Your

Bottom Line?

Depends Largely On:

Integrating Mobile Effectively into the Marketing Mix

Leveraging the Correct Mobile Channel

Creating A Compelling Mobile Marketing Message

Current Use of Mobile

Mobile Marketing Projections

Entertainment Mobile Marketing Channels

Mobile Pros & Cons

Pros: Very Personal Interaction Between Mobile User &

Your Brand Opportunity to Get into a Growing Market First

Cons: Different Rules, Regulations & Processes Lack of Standardization Limited Reach

Mobile’s Unique Attributes

What Marketing Initiatives Work Best on Mobile? Business Promotions Creating Buzz Brand Awareness & Reinforcement Introducing New Brands Expand Your Customer Base

What Marketing Messages Work Best on Mobile? Website Links Coupons Sale Notifications Forward to a Friend Alerts

Evaluate Your Target Market What is Your Demographic?

How is Your Demographic Using Mobile?

How are Your Clients are Using Mobile Technology?

What are Your Clients’ Mobile Habits?

Planning a Mobile Campaign

Which Mobile Initiative Best Suits Your Marketing Goals & Target Market?

What Will Your Mobile Marketing Message Be?

How will You Integrate Your Mobile Marketing Campaign Into The Rest Of Your Marketing Efforts?

Mobile Channels & Messages

Mobile Web

Text & Picture Messaging

Mobile PPC & Banner Ads

Mobile Website

Web Search

OutdoorAdvertising

TraditionalWebsite

Radio

Print

Mobile Banners& PPC

Mobile Websitein the Mix

Email

Text & PictureMessaging

Point ofPurchase

TV

Mobile Web: Channel

Evaluate Mobile Web Options Optimize Existing Site for Mobile With HTML Changes & CSS Use User Agent Sniffing to Dynamically Serve Mobile Content You Create Use User Agent Sniffing and Transcoding Software to Dynamically Serve Content that is Transcoded for

Mobile Create an Entirely New Mobile Site

Optimize Your Existing Site For Use On Mobile Devices: Make Minor Changes to Your Existing Site to Ensure that it will Work on a Mobile Device Websites Translate Best on Mobile if They are Primarily Built in HTML or XHTML Separate Content from Design with CSS Minimize Load Time- Avoid:

Flash Action Script Large Images

Test Your Site on a Variety of Different Mobile Devices

Tip: ***Integrate your mobile marketing with your mass media and outdoors marketing by placing banners and ads that reference your mobile friendly site in places where people might have idle time with their phone, like at bus stops, in subway stations and on billboards.***

Average mobile web session lasts almost 10 minutes.

The work day (8am-5pm) has the lo9 mobile web traffic.

Friday gets more mobile web traffic than any other day of the week.

Google SMS Goog411

Mobile Web: Messaging Maintain Marketing Messages & Branding Standards Have Clear Navigation Use Clear Calls to Action on Your Site

Bookmark this Page Links Forward to a Friend Links Clickable Phone Numbers

Don’t Forget Mobile E-mail Include a Link to an Online Version of the E-mail Test Your E-Mail Messages on Mobile Devices Use Compelling Subject Lines Use Best Practices to Avoid User’s SPAM Folders Include Your Brand Name in Your 'Subject' line Send a Compelling Text Alternative to HTML E-mails

Tip: ***Integrate your e-mail campaign with your website by mentioning any promotion you are sending in e-mails on your home page, and include a link to the online version e-mail.***

Mobile Website

OutdoorAdvertising

TraditionalWebsite

RadioPrint

Text & PictureMessaging in the Mix

Email


Point ofPurchase

TV

Text & Picture Messaging: Channel Text Messaging is 2-Way Marketing

Up to 160 Characters of Text Use Clickable Text

Phone numbers with out extensions Web addresses with ‘www’ or ‘http://’

Collect Mobile Phone Numbers & E-mail Addresses via Text Use Traditional Website to Let Users Opt in for Text & Picture

Messages Send a Text Acknowledgement to Participants

Refer Users to a Website for Full Terms & Conditions. Allow Users to Opt out of Text Messages:

Mobile Carriers Charge for Text Messages

Thanks! Your Coupon Code is: 7891011For Terms & Conditions visit www.Website.com. Text message 'STOP' to 123456 to stop receiving our texts.

http://www.website.com/

Text & Picture Messaging: Message

When You Send the First Text Be Clear & Precise Give Relevant/Time Sensitive Information Let Users Opt in to Your Marketing Messages

Encourage Users to Text their E-mail Address to Opt In for E-mails

Sending Location Based Messages via Bluetooth, IR or GPS location

Our customer database lists this as your mobile phone number. Reply with 'OK' to receive coupons & other marketing messages at this number.


When Users Send the First Text Frequently Location Based & Can Have a Very Short

Life Cycle Have Users Send a One Word Text Message to a

Short Code You Send Back Any of the Following:

Coupon Code Link to Your Site Link to a Map

Send Follow Up Text Messages that are not Location Sensitive

Text & Picture Messaging: Channel

Less Widely Used but More Versatile than Text Messaging Pictures Animations Graphics Text Sound

Traditionally Sent from one Mobile Phone to Another Can Also be Received on Traditional Computers May Cause Users to Incur Charges from the Carrier


Much the Same as Text Messaging Include Links to the Website & Clickable Phone Numbers Ideas for Great Picture Messages:

Birthday Greeting Thank You Messages New Product Notification Promotions Reminders

Mobile Website

Web Search

OutdoorAdvertising

TraditionalWebsite

Radio

Print

Mobile Banners& PPC

Mobile PPC &Banners in the Mix

Email


Point ofPurchase

TV

Mobile Pay-Per-Click & Banners: Channel

Bid on Keywords Related to Your Product Offering Your Ad is Displayed When Users Search for Terms You Bid On Write an Ad & Link it to Your Site You Only Pay When Someone Clicks on Your Ad

Mobile PPC is New Prices on Important Keywords Are Still Very Reasonable. Search engines & Third party providers are still testing different means of

displaying these ads

Optimize your Pay-per-Click Campaign: Test & Re-Test the Text of the Advertisement Review the Keywords You are Bidding On Optimize the Price You are Willing to Pay for Specific Keywords

Mobile Pay-Per-Click & Banners: Message

Use Clear Calls to Action Spell & Punctuate Correctly Avoid Using Symbols (!@#$%^&*) Avoid Superlatives (Best, Only, Cheapest etc.) Update Your Ad Frequently

When You Run a Special Promotion As Part of a Larger Marketing Campaign When Seasons or Products Change

Mobile Pay-Per-Click & Banners: Channel

Small Graphical Advertisements that Link to Your Site Shown on Other Sites as a Means of Generating Revenue Typically Purchased from on a ‘Cost Per Million' (CPM) Basis ‘Impressions’ are the Number of Times Your Ad is Shown You Can Select Different Filters

Age Gender Location Etc.

You Pay Whether Your Ad is Clicked or Not Traditional Banner Ads May Not Display Correctly on Mobile

Phones & Vice Versa

Mobile Pay-Per-Click & Banners: Message

Good Way to Generate Brand Recognition Position Your Brand as a Forward Thinker Let People Know Your Site is Accessible on Mobile

Tip: ***Since you are paying by the impression it is important that banners do a good job of re-enforcing your brand without users having to click through to your site. Banners should always have the most updated marketing message that is being used in your other marketing channels.***

Evaluating Mobile Success:

Integrating Your Mobile Marketing Message is Crucial

Mobile Marketing Efforts Can Affect Other Aspects Of Your Marketing Campaign Pay Attention Indirect Benefits to Your Sales Volume Both Online & in

Stores. Use a Variety of Methods of Tracking & Compare Results Test Different Analytics Programs to See What Works for You Use a Combination of Tracking & Analytics to Evaluate Success

Let Campaigns Run Long Enough to Get a Good Read Need to be Statistically Relevant Mobile is New Buzz Takes Time

Thanks!