Master Mobile Marketing in 2012

WORKSHOP:

Master Mobile Marketing in 2012

JEANNE HOPKINS,

HubSpot @jeannehopkins

GREGORY RAIZ,

Raizlabs @graiz

MATT DUFFY,

Jumptap @jumptap

JAMIE TURNER,

60 Second Marketer @AskJamieTurner

#GoMobile

WORKSHOP:


JEANNE HOPKINS,


17 Rs of Mobile Marketing

#GoMobile

17 Rs of Mobile Marketing

Jeanne Hopkins HubSpot

Inbound

marketing is a

fundamental shift

in how we relate to

potential

customers

Start attracting leads

through relevant, useful,

easy-to-find content when

they need it

Stop forcing leads

through your

decision process

Start responding to how they

make decisions – adapt to

their interests and timeline.

Readiness

to buy…

VS

PUSH

PAID

RENT

INTERRUPT

INVENTORY

PULL

EARNED

OWN

ATTRACT

ASSET

Make

marketing

people love

“A thorough introduction

to the next frontier for

permission marketing:

mobile.” Seth Godin

“Mobile marketing is

a huge challenge for

companies to consider.

Learn all you can through

books like this, and through

diving in yourself.” Chris Brogan

MOBILE IS NOT A CHANNEL

REVIEW

1

BLOG

WEBSITE

RELEVANT

2

REQUEST

3

RECRUIT

4

REGISTERING

5

RATE

6

REGIONAL

7

REMINDERS

8

RESPECT

9

RETURN

10

RESPOND

11

RECORD

12

RESPONSIBLE

13

REFERRAL

14

Ways Small Biz Uses Mobile

13%

9%

9%

6%

5%

72%

Created a mobile website

Use mobile apps to run business

Use text message marketing

Accept orders via mobile device

Developed a mobile app

Haven't incorporated mobile

Source: Constant Contact “Fall 2011 Small Business Attitudes & Outlook Survey”

RELY

15

REALITY

16

RAPID

17

46

MOBILE MARKETING CHECKLIST

LAY THE FOUNDATION

COMPETITOR REVIEW

SET UP FOR SUCCESS

BUDGET & SCHEDULE

MEASURE YOUR SUCCESS

54

55

Jeanne Hopkins twitter.com/jeannehopkins

linkedin.com/in/jeannehopkins [email protected]

www.HubSpot.com

THANK YOU

WORKSHOP:


MATT DUFFY,

Jumptap @MattDuff

How to Use Mobile Ads

#GoMobile

Copyright 2011©Jumptap

The State of

Mobile Advertising

01.13.2012

Matt Duffy

The Leader in Targeted Mobile Advertising | 2

Top-line Look at the

Mobile Ad Industry


Mobile Audiences: Huge, Committed

o! Roughly 90% of US population has a cell phone; 44% have a smartphone

o! In 2015, Mobile Internet users will outnumber those accessing the internet from PC/wired

devices (IDC)

o! 90% of Americans would rather lose their wallet than their smartphone

o! 33% of Americans would rather give up sex than their smartphones

Source: 2011 Smoketip survey and 2011 Telenav national survey


Unprecedented Growth in Mobile Advertising

$416 $743

1,226

$1,802

$2,523

$3,381

$4,496

2009 2010 2011 2012 2013 2014 2015

US Mobile Ad Spending 2009-2015

(millions)


Advertisers Look to Networks and Publishers

Ad Network

46%

Publisher Direct

30%

Exchange

12%

Other

12%

What percentage of your mobile advertising

is purchased via the following means?

Jumptap/Digiday Mobile State of the Industry Survey, 9/11 (Advertisers/Agencies N=243)


What is the most important thing advertisers/agencies are looking for when they advertise in mobile?

Jumptap/Digiday Mobile State of the Industry Survey, 9/11 (Advertisers/Agencies N=243)

Percent of Advertisers/Agencies Who

Consider Each an Important Attribute

When Selecting A Mobile Partner


Diapers ad appears on “300+ Sex Positions” iPhone

App. Someone from another agency tweeted it was an

exercise in “pre-targeting.”

Some Targeting Doesn’t Always Work


The only time we know exact location (lattitude/

longitude) is when users give a site permission

to know their location (through GPS) - only 5%

of traffic.

Geographic Targeting: Targeting by Exact Location is Not as Easy

as People Think


Geographic Targeting: Zip Code or Regional Targeting Provides

More Scale

Targeting by zip code can be done on

about 2/3 of the mobile audience who:

a)! Have provided their zip code to a

publisher and carrier

b)! Are accessing mobile content through a

wifi connection. Zip code is picked up

from IP address.


o! Say 1,000 people walk by a Starbucks

in a day, how many will be browsing

on a smartphone and not already

going into the store? 100? You may

get 1 to convert?

o! Instead, target everyone in the general

area, you may reach 10,000, and get 5

to convert

Geographic Targeting: Exact LocationTargeting vs. Zip Code


o!Offline data companies have the most valuable

information for targeting

o!Mobile companies that can connect this data to

mobile users while respecting PII, will provide the

best targeting

o!Currently being done at a zip code level to target

regions that over-index in their interest of a certain

products/service

3rd Party Data Targeting: The Future of Mobile Targeting


Using off-line data from Polk, Jumptap helped a major auto advertiser target zip codes more

likely to purchase their brand.

Results:

Targeted ads saw as much as an 85% lift in CTR over run-of-network ads

Percentage CTR lift when using zip-code data targeting (per publisher)

3rd Party Targeting: Case Study


Campaign

Examples



o!Delivered more than 7M impressions

over various channels including iPad

specific targeting

o!Overall CTR was nearly double the

network average

o! The highest performing creative was

the 300x250 for the iPad with a 1.30%

CTR

o!Of the users who expanded the ad,

57.15% went on to view the one of the

landing available pages


o! The Romney campaign ran

zip-code targeted ads in Iowa

to drive voters to the polls

o!Most impressions were

delivered the day of the

caucus and focused from

4:00 to 10:00 pm

o!Could this have helped drive

the 8 voters that gave

Romney the win?


10 Tips for

Mobile

Advertising


53 12

Amount advertisers spend for every hour adults spend with each medium:

Source: eMarketer ad spending study, March 2011

Newspapers Internet

¢ ¢ ¢ 1 Mobile

1. Right-size Align your mobile spending with the time your

target audience spends in mobile


1 Mobile

2. Choose wisely Pick a publisher or network

that has scale & targeting, branding & performance


1 Mobile

Operating Systems Breakout for Mobile

Audience

Google ; 47%

RIM ; 22%

Apple; 24%

Symbian; 5%

WebOS; 1% Other; 1% Unless you have a reason to target just Android or just Apple iOS, broaden

your target to all platforms.

3. Advertise

Cross-platform


1 Mobile

4. Start broad,

then optimize Don’t limit yourself to one campaign focused on one precise target; try multiple

different targeting tactics, then focus on the ones that work best


1 Mobile

5. Use

mobile-

optimized

pages Exxon.com is not optimized, so they would use a landing page


1 Mobile

6. For branding,

use Rich Media


1 Mobile

7. For lead gen,

keep forms short

Sometimes it’s better to capture just email in mobile then follow up

over email for deeper contact information


1 Mobile

8. Don’t

forget

tablets

31%

63%

83%

Mobile

Phone

Tablet

PC/Laptop

Have you ever made a non-digital purchase online using these devices?


1 Mobile

9. Clear call to

action


1 Mobile

10. Measure

For big branding campaigns, do a brand study, for

rich media measure engagement, for performance campaigns measure

downloads, leads etc.

Thank You.

jumptap.com

twitter.com/jumptap

facebook.com/jumptap

WORKSHOP:


GREGORY RAIZ,

Raizlabs @graiz

How to Create A Mobile App

#GoMobile

Disclosure, duplication, or use of the document, or any of its contents, for purposes other than those authorize by Raizlabs without the written permission of Raizlabs is prohibited.

© Raizlabs Corporation 2012. All Rights Reserved.

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Gregory [email protected]

Photo CreditsCrane: http://www.flickr.com/photos/untitlism/2609684221Crowd: http://www.flickr.com/photos/stignygaard/12630269/Idea View: http://www.flickr.com/photos/tropicaliving/3667880356/Hang glider: http://www.flickr.com/photos/thunderpants/3710504556/Sunflower: http://www.flickr.com/photos/archetypefotografie/3749091071/Race: http://www.flickr.com/photos/jon_marshall/260978898/Rocket: http://www.flickr.com/photos/jurvetson/260402710/Poker Chips: http://www.flickr.com/photos/jamadams/564143766/Super Market: http://www.flickr.com/photos/rene-germany/2154484912/Low Prices: http://www.flickr.com/photos/lordcolus/41916187/Virus: http://www.flickr.com/photos/jswright/2361584806/Matrix wallpaper: Warner Bros. PicturesBaseBall: http://www.flickr.com/photos/werkunz/3599761533/

Follow me @graiz

!"#$%&'()

http://www.flickr.com/photos/thunderpants/3710504556/

mailto:[email protected]

mailto:[email protected]

http://www.flickr.com/photos/untitlism/2609684221/sizes/o/

























WORKSHOP:


JAMIE TURNER,


How to Combine Social

Media & Mobile

#GoMobile

How to Combine Social and Mobile

Jamie TurnerAuthor, Speaker and Founder of BKV’s 60 Second Marketer

Follow Jamie on Twitter @AskJamieTurner

Introductions

•Founder, BKV’s 60 Second

Marketer

•Speaker at events and

corporations around the globe

•Regular guest on CNN and HLN

on the topic of social, mobile

and digital media

You Can Also Catch Me On

Go Mobile -- The Book

• Written by Jamie Turner and

Jeanne Hopkins

• Published by John Wiley & Sons

• Available at Amazon, Barnes &

Noble, Books-a-Million and

800CEORead.com

Agenda

• Mobile facts and figures

• Hub and spoke system

• Location-based services

• Traditional social on mobile

• 2D code promotions

• Top 5 tips for combining social and

mobile

How Consumers Use Smartphones

Source: The Mobile Movement Study

0 25 50 75 100

Check and send email (82%)

Read news articles (56%)

Look up directions (69%)

Listen to music/radio (45%)

Watch online videos (41%)

Play online games (39%)

Manage finances and bills (34%)

Look up sports information (38%)

Use a social networking website (63%)

Mobile Media Facts and Figures

• 72 million Americans accessed social

networking sites or blogs from their

mobile devices in August, 2011

• That’s a 37% increase in the past year

• Most importantly, more than half of

mobile social networkers accessed sites

on a near daily basis

Source: comScore MobiLens

Mobile Media Facts and Figures

• Facebook, Twitter and LinkedIn all grew

their mobile audiences by 50% in the

past year

• 70% of all mobile social networkers

have posted a status update on from

their mobile devices

• One in three received a coupon/offer/

deal with one

Source: comScore MobiLens

The Hub and Spoke System

You

Location-Based Services




Location-Based Advertising

Tips on Using Location-Based Services

• First of all, claim your business

• Reward first-time visitors

• Change deals often

• Promote group check-ins. The

more in a group, the better the deal

• Interact with customers. Make

them accomplish a small task

(Origami napkin) to redeem

• Promote to those checking-in

nearby

Traditional Social on Mobile

Traditional Social on Mobile

• 55% of Twitter’s traffic is

from mobile devices

• 60% of Pandora’s traffic is

from mobile devices

• 43% of Facebook’s traffic is

from mobile devices You

Source: Kleiner Perkins, Pandora, Twitter, Facebook

2D Codes

2D Codes/QR Codes

• 2D codes can be used to deepen

relationship with audience

• Come in many formats: QR Codes,

Datamatrix, EZ Code, Microsoft Tag,

SPARQCode and ScanLife

• 2D code reader can be downloaded

from SPARQ.it

How to Download a 2D Code Reader

2D Codes/QR Codes

1. Marketer

generates 2D code

2. Marketer deploys

2D code

3. User scans 2D

code4. User driven to

promotion

5. Marketer

collects data

2D Codes

•2D codes can drive people to websites,

to phone numbers, to contact

information and even to text messages

QR Codes

•Objective #1: Create buzz and

awareness for the launch of Go Mobile

•Objective #2: Generate repeat visits in

order to re-market to visitors

•Tactic: Use QR codes to provide clues

for a nationwide iPad scavenger hunt

2D Codes

2D Codes

2D Codes

2D Codes

2D Codes

2D Codes

2D Codes

Jamie’s Neanderthal Exhibit

Photo

2D Codes

Jamie’s Neanderthal Exhibit

Photo

Jamie’s High School

Yearbook Photo

2D Codes

Top 5 Tips for Using Social and Mobile

1. Target users who are on-the-go (e.g., Facebook: “First 5 people to visit our restaurant

in the next 15 minutes get free dessert!”)

2. Keep social/mobile updates short. People are on-the-go!

3. Make your promotions local.

4. If you drive them to a mobile site, make it thumb friendly. Keep form fields to a

minimum or use simple check boxes.

5. Provide a link to your regular site for those who want to check out the full site.

Contact Me

Contact Me:

Jamie.Turner@60SecondMarketer

Join the iPad Scavenger Hunt:

www.GoMobileBook.com

Follow Me:

@AskJamieTurner

http://www.GoMobileBook.com

http://www.GoMobileBook.com

Thank you!

JEANNE HOPKINS,


GREGORY RAIZ,

Raizlabs @graiz

MATT DUFFY,

Jumptap @jumptap

JAMIE TURNER,


#GoMobile

Clue #1

Master Mobile Marketing in 2012

Business

mobile website

mobile device6

mobile app5

mobile apps

mobile audiences

master mobile marketing

targeted mobile advertising

jumptapdigiday mobile