Mobile Marketing 101 for Small Business - May 2014

Smart Phone. Clever Browsing.

Mobile Marketing Small Business

Edith Yeung | May 2014

Agenda 1.  Introduction 2.  Marketing 101 3.  Why Mobile? 4.  Mobile Ecosystem & Landscape 5.  Simple Steps to Mobile Marketing 6.  To apps or not to apps? 7.  Mobile Advertising

@edithyeung

Who is Dolphin?

Dolphin was born Ex-Microsoft engineers frustrated with their mobile

browser, got together and built Dolphin for Android. (July, 2009)

Launched Dolphin Gesture World’s first Gesture browser enables users to customize their own gesture and shortcuts. (May, 2010)

1,000,000 First 1M users achieved (July, 2010)

10,000,000 First 10M users achieved (Nov, 2011) Launched Dolphin Sonar

World’s first voice-enabled browser. You can now talk Dolphin. (February, 2012)

China Telecom & KDDI Partnership Carriers love Dolphin

Dolphin Milestones

50,000,000 First 50M users achieved (Aug, 2012)

Series A Funding Partner with Sequoia and Matrix Partners

2013 100,000,000 First 80M users achieved (January, 2014)

Delivering  the  best  mobile  web  experience  to  the  world  

Mobile First | Intuitive | Highest Performing

Dolphin’s Solution

Designed for Touchscreens Innovative and intuitive UX design for mobile devices

Integrate Mobile App and Cloud Dolphin integrates all mobile apps & services

Best HTML5 Performance & Compatibility

§  Dolphin leads all other mobile browsers in HTML5 benchmark tests

§  Building our developer community and ecosystem with Dolphin Open APIs

Consistency Across All Screens and Devices §  Solving the fragmentation problem

by providing cross-platform consistency for HTML5 developers and users

§  Targeting all leading mobile platforms and screen types (phone, tablet & tv) – enabling our users to access Dolphin everywhere

•  #1 About.com Readers' Choice Awards Best iPhone/iPod touch Browser

•  #1 The 40 Best Free iPhone and iPad Apps (PC World)

•  #2 on Top 100 Android Apps (CNET) •  #2 on 10 must have Android apps you

need (PCMAG) •  The Best Web Browser for Android

(Lifehacker) •  2012 Top 10 Startups to Watch

(Networkworld) •  Top 10 Get Started Apps of 2011-2012

(Applicious) •  Top 20 must-have Android Apps (TIME) •  Dolphin Browser proves it's ready for an

HTML5 future (Gigaom) •  Dolphin is highest performing HTML5

browser (AndroidCentral)

Dolphin in the Press

What is marketing?

Definition: •  Action or business of promoting and

selling products or services.

Market  Research  

Public  Rela1ons   Social  Media   SEO  &  

Website  Partner  

Marke1ng   Branding   Event  marke1ng  

Marketing  

We want it and we want it now.

Over 1 billion Android devices have been activated and more than 700 million iOS devices sold

Why Mobile?

Facebook has more then 945 million mobile monthly active users

YouTube generates 40% of its traffic via mobile

eBay generated $20 billion worth of mobile transactions at the end of 2013

88% of mobile search take action within one day (Google)

As of January 2014 90% of American adults have a cell phone 58% of American adults have a smartphone 32% of American adults own an e-reader 42% of American adults own a tablet computer

Your customers use mobile a lot!

Pew  Research    

Mobile Landscape

Carriers   Device Manufacturers! Operating Systems!

Mobile Landscape

Mobile  Website  

 Mobile  App  

 Mobile  Ads  

 Mobile  LBS  

 Places  

•  Mobile optimized and responsive website on mobile browser

• Build loyalty using your own apps and enable discovery, transactions and payments.

•  iAds for iPhone & iPad •  AdMob for Android

•  Check-in •  Rewards loyalty

•  Mobile location presence •  Starting to offer deals in large metro markets

Lean Mobile Marketing: 3 Easy Steps

Step 1 – Optimize mobile search –  Mobile SEO matters on

Google, Yahoo, Bing, Yelp, Foursquare, Shopkick

–  Think searches are done on maps, directories/apps, mobile browser

–  Optimize mobile search results by updating your business description, phone number, address, photos, etc.

–  Mostly free, but paid services make it easier

Google Local

google.com/business/placesforbusiness

Google Local

google.com/business/placesforbusiness

Google Local

google.com/business/placesforbusiness

Yahoo Local

smallbusiness.yahoo.com/local-listings

Bing Local

bingplaces.com

Yelp

biz.yelp.com

Foursquare

business.foursquare.com/

Step 2 – Mobile Optimized Website

–  Responsive website –  Simple landing page –  Simple call to actions

•  Click-to-Call •  Click-to-Reservation •  Click-to-Maps •  Click-to-Download •  Click-to-Info •  Click-to-Purchase •  Click-to-get email

–  20% of existing website content

–  Test on both Android & iOS –  Tools: Strikingly, Weebly,

WIX, Squarespace

Strikingly

Weebly

Wix

Square Space

To apps or not to apps?

Macy’s: Shopping/Shopkick

Starbucks: Purchase & Check Balances

Uber & Lyft: Maps

Square: Take payment anywhere

Wells Fargo: Mobile Transactions

McDonalds: Discounts & Coupons

Mobile Advertising – what to think about? •  Location: Zip code / Geo •  Time: Time of Day / Day of the Week •  OS: Android vs iOS •  Devices Type: Samsung Galaxy S4 •  Consumers: Age / Gender •  Interest: Similar Apps / Categories •  Landing page: What is your call to action?

Mobile Ad for Restaurants / Menu

Mobile Ad for Shopping/Email Collection

Mobile Ad for shoes & interactive

Mobile Ad for electronics / buy

Mobile Ad for Entertainment / Tickets

Mobile Ads for Cars / Video

Questions?