Embed Size (px)
DESCRIPTION
Mobile marketing presentation given to the Chattahoochee Valley AAF on October 20, 2011
Citation preview
Mobile Marketing
Chattahoochee ValleyAmerican Advertising FederationOctober 20, 2011
We’ve Come a Long Way
Mobile is Mainstream
Desktop Power in a Mobile Device
Developing a Mobile Strategy
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
• Target audience
• Offerings
• Quantified Objectives
• Resources
• Communication Efforts
• Delivery Channels
Components to a Mobile Marketing Plan
Components of a Mobile Campaign
• Target audience
• Offering
• Quantified Objectives
• Resources
• Communication Efforts
• Delivery Channels
Components to a Mobile Marketing PlanComponents to a Mobile Marketing Plan
Mobile Marketing Channels
Website
79% 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.
SMS Marketing
• 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?
Search & Display
Display Best Practices
• Utilize targeting
• Send to a mobile-optimized landing page
• What is the CTA?
• Track visits, conversions, and connections
Location Based Services
Promotions
LBS Best Practices
• Great for LOCAL businesses
• Give incentives for checkins
• Look at your demographics
• Make it fun
IntegratingMobile
What’s Next?
Web: www.kelseyads.com
Email: [email protected]
Twitter: @beley
Slides: www.brandoneley.com
