Mobile Marketing

Mobile Marketing 101
for Local Businesses
Understanding How The Mobile
Revolution Can Impact Your Business

What is Mobile Marketing?
Wikipedia Definition of Mobile Marketing
In November 2009, the Mobile Marketing
Association updated its definition of Mobile
Marketing:
Mobile Marketing is a set of practices that enables
organizations to communicate and engage with
their audience in an interactive and relevant
manner through any mobile device or network.

In Other Words…
Mobile Marketing is the “New-Age” way to
deliver permission-based, targeted, and easy-
to-use promotion offers to millions of
consumers via their mobile devices.
For Small Businesses:

Times Have Changed
Not anymore…
Today, consumers spend MUCH LESS time
viewing TV commercials and more time in
front of their PC’s and Mobile Devices
Years Ago, Advertisers Could Reach Most of America
with Just TWO 60 Second TV Commercials

Mobile Usage Statistics
Did You Know…
 More Americans Own Mobile Phones than Computers?
 Most Consumers Age 18-34 Now Own Smartphones?
 U.S. Mobile Commerce Sales Surged 91.4% in 2011?

Mobile Usage Statistics
Did You Know…
 By 2014, Mobile Internet Usage is Expected to Exceed
Desktop Internet Usage?
 More than 50% of all “Local” Searches are Done from a
Mobile Device?
 Over 350 MILLION People Access Facebook from Their
Mobile Devices?

Consumers LOVE Mobile Devices
 It Takes 90mins for the Average Person to Respond to an
Email… But it Takes 90 SECONDS for them to respond to
a Text Message
 Our Mobile Devices are the First Thing We Check in the
Morning and the Last Thing We Check Before Bed

 Adults Now Spend More Time with Mobile Devices than
Print Media Such as Newspapers and Magazines
 91% of Americans Keep Their Mobile Devices within
Arm’s Reach 24/7
 Mobile Coupons Get 10 TIMES the Redemption Rate of
Traditional Coupons

 Nearly Half of Generation Y Would rather Lose Their
Wallet or Purse Than Their Mobile Device
 The Average Person takes 26hrs to Report a Lost
Wallet… But They Report a Lost Phone within 68mins

What Are We Doing on
Our Mobile Devices?
 Communicating
• Emailing, Texting, Sending Pictures, Social Networking,
Blogging, and More

What Are We Doing on Our
Mobile Devices?
 Personal Business
• Checking Weather, Reading News, Shopping,
Maps/Directions, Stock Quotes, Looking for Local
Products/Services, and More
 Passing Time
• Playing games, Downloading Ringtones, Watching
Videos, and More

Most Popular Forms of Mobile
Marketing Technology
 SMS (Short Message Service) Text Messaging
 Mobile Search & Mobile Websites
 QR Codes

What is “Text Messaging”?
Wikipedia Definition of Text Messaging
Text messaging, or texting, refers to the
exchange of brief written text messages between
fixed-line phone or mobile phone and fixed or
portable devices over a network.
SMS (Short Message Service) is a form of text
messaging communication on phones and mobile
phones.

Mobile Phones Aren’t
Just for Talking Anymore
In Fact, Nearly 3 Out of 4 Americans Send
and Receive Text Messages…
… 31% of Them Prefer to “Text” than “Talk”
on Their Mobile Devices

Preferred Contact Method by
Number of Texts Sent/Received

Benefits of Using SMS Text
Marketing in Your Business
 Builds a Powerful List of Targeted Buyers
 Permission-Based – Customers Opt-in to Receive Your
Text Messages
 Cost-Effective and Produces a High Rate of Return
 Very Little Technical Knowledge Required

 Easy to Manage and Understand
 Mass Alert to Those Who Have Opted-In to Your List
 High Deliverability Rates
 Easy to Track and Measure Results

 Increases Repeat Business
 Decreases “No-Shows” for Appointments
 Promotes Customer Engagement & Loyalty
 Increases Exposure, Sales, and Revenue

Interesting SMS Text
Messaging Statistics
 Approximately 90% of Consumers Read Their Text
Messages within MINUTES
 73% of Consumers WANT to Receive Special Offers on
Their Mobile Devices but are Not Getting Them
 Offers Made via SMS Text Marketing Get up to a 20%
Response Rate – 10 Times More Than Traditional Methods

Different Ways to Use SMS Text
 Start a Mobile Coupon Club
 Cross Advertise Your Text Message Campaigns
 Incorporate QR Codes into Your Campaigns
 Collect Feedback and Surveys

Different Ways to Use SMS Text
 Text to Win
 Text Voting and Trivia
 Customer Appointment Reminders

Tips for Your SMS Promotions
 KNOW Your Audience and Target Wisely
 Choose Your SMS Keyword Wisely
 Let the World Know That You Use Text Marketing!

Tips for Your SMS Promotions
 Don’t Spam; Use Opt-ins Only
 Make Sure Your Offer is Easy to Understand and
Attractive
 Provide Terms and Conditions
 Clearly Layout the Redemption Rules

How to Get Started with SMS
Text Message Marketing
1. Pick a SMS Text Message Vendor
2. Decide on a Target Market
3. Setup a Way to Collect Mobile Phone Numbers
4. Choose a Keyword
5. Create a Good, Strong Call to Action
6. Design Your Promotional Materials
7. Tell the World About Your Text Campaign
8. Track Your Results

What is a “Mobile Website”?
Wikipedia Definition of Mobile Web
The Mobile Web refers to the use of Internet-
connected applications, or browser-based access to
the Internet from a mobile device such as a
smartphone or tablet computer connected to a
wireless network.

Did You Know?
One-half of All Internet Searches for LOCAL Products
and Services are Performed from Mobile Devices …
But There is Just ONE PROBLEM…
Most Traditional Websites are NOT
Compatible with Mobile Devices

A “Website” vs. a
“Mobile-Friendly Website”
Recent studies show that current mobile web-user
experiences are overall HORRIBLE when it comes to
viewing and navigating websites
Web Designers Understand How to
Build Websites Made for Computers…
But a MOBILE PHONE is Not a Computer…

A “Website” vs. a
“Mobile-Friendly Website”
 Computers are in a steady, predictable environment
 Mobile devices are in a highly variable environment
 Computers have large screens that allow multi-tasking
 Mobile devices have small screens and are not ideal for multi-
tasking
 Computers have keyboards and mouse for ease-of-use
 Mobile devices are harder to navigate due to small keyboards
and scrolling devices

Benefits of Having a
Mobile-Friendly Website
 Improved User Experience
 Faster Website Loading Speed
 Better User Engagement and Context
 Location-Based for Geo-Targeting

 Improved Search Engine Performance
 Branding and Exposure to Mobile Users
 Increased Visits to Your Website and More Leads
 Accessibility to Mobile Consumers While They Are On the Go

 Your Website Can be Viewed Wherever Mobile Cell Phone
Coverage is Available
 Helps You Attract Both “New” and “Repeat” Customers
 Gain the Advantage Over Competitors
 Easy to Integrate with Social Media Platforms to Boost Profits

Mobile Website Tips
 Keep it SIMPLE
 Create a Mobile Site that Caters to People Who are “On the Move”
 Don’t Overload Your Mobile Website with Heavy Graphics or Flash
 Use the “Click to Call” and Other “Click” Features
 Keep Navigation and Scrolling to a Minimum
 Design for Multiple Handsets

What is a QR Code?
Wikipedia Definition of Mobile Web
A QR code (abbreviated from Quick
Response code) is a type of matrix barcode
first designed for the automotive industry.
More recently, the system has become
popular outside of the industry due to its fast
readability and comparatively large storage
capacity.

What is a QR Code?
 QR Codes are Quickly Becoming Popular in the Marketing
World
 QR Codes Allow Consumers to Access Information About a
Product or Company IMMEDIATELY
 Many Major Brands are Using Them to Engage with
Customers
• Best Buy, Toys R Us, Wal-Mart, Calvin Klein, and More
 Easily Read by Most Mobile Devices with the Help of a QR
Code Reader

How QR Codes Work
 Mobile Users Need a QR Code Reader to Scan Your QR Code
• These are FREE and Come Pre-Loaded on Most Smartphones
 You Create a QR Code to Direct Users to Your Website (or other
destination)
 User Scans the QR Code and is Immediately Redirected to Your
Website (or other destination)

Different Ways to Use
QR Codes in Your Business
Where to Put QR Codes?
 Add Them to Your Online Properties, Such as Websites, Social
Media Profiles, Emails, Online Videos, Press Releases and More
 Place Them on Your Printed Marketing Materials, Such as
Business Cards, Flyers, T-Shirts, Newspaper Ads, and More
 Place Them on Your Product Packaging and Storefront Displays

Different Ways to Use
QR Codes in Your Business
Where to Send Consumers When They Scan Your QR Codes?
 Send Them to Discounts, Rewards, Coupons, and Special Offers
 Send Them to a Specific Product Page on Your Mobile Website
 Send Them to Product Video Demos or Instructional Videos
The sky is the limit, when it comes to using QR codes!

Benefits of Using QR Codes
in Your Business
 Consumer Receives “One-Click” Instant Gratification
• No Need to Write Down Your Details
 Builds Customer Excitement and Makes Your Business Unique
 Can Easily Integrate with SMS Text Message Marketing and
Mobile Websites
 Explosive Mobile Usage Growth Creates Even More Opportunity
for Your Business

Benefits of Using QR Codes
in Your Business
 Creating QR Codes is Cost-effective
 Easy to Implement, Manage, Measure, and Track
 Bridges the Gap Between Online and Offline Marketing

QR Code Tips
 Make Sure Your QR Codes are Smartphone-Friendly
 Don’t Print QR Codes on Glossy Paper to Prevent
Scanning Errors
 Size Your QR Codes Appropriately
 Educate Your Audience About QR Codes
 Point Customers to QR Code Readers

Mobile Marketing

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