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6/26/22 © 2012 – Saffire Events WHY MOBILE MARKETING IS NO LONGER OPTIONAL Kendra Wright

Mobile marketing presentation for RISE

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Page 1: Mobile marketing presentation for RISE

WHY MOBILE MARKETINGIS NO LONGER OPTIONAL

Kendra Wright

Page 2: Mobile marketing presentation for RISE

3/26/2012 © 2012 – Saffire Events

Page 3: Mobile marketing presentation for RISE

3/26/2012 © 2012 – Saffire Events

KENDRA WRIGHT

• Began building websites in 1995 for Fortune 1000 company

• Started my own company in 1998• Wright Strategies - Custom

development• Saffire Events - Provide software to

fairs, festivals and rodeos

Page 4: Mobile marketing presentation for RISE

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WRIGHT STRATEGIES

Page 5: Mobile marketing presentation for RISE

3/26/2012 © 2012 – Saffire Events

SAFFIRE EVENTS

Page 6: Mobile marketing presentation for RISE

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AGENDA

1. Why mobile is a “must have” for any business; opportunities and best strategies

2. The great debate: App vs. mobile site

3. Getting people to engage with you on mobile

4. Tools you can use to enhance your mobile presence (many of them mobile tools!)

Page 7: Mobile marketing presentation for RISE

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A LITTLE HISTORY

• Let’s all think about where we were in 1994.

• I was at a high tech company building websites within about 6 months after the Internet became “mainstream.”

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OUR COMPUTERS

Page 9: Mobile marketing presentation for RISE

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ANYONE REMEMBER THIS?

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HOW ABOUT THIS?

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HERE’S A GOOD ONE.

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THIS WAS SLOW!

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SOUND FAMILIAR?

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COMPUTING SPEEDS

1995 Desktop 2011 Desktop 2011 Mobile0

2,000,000

4,000,000

6,000,000

8,000,000

10,000,000

12,000,000

56,000

10,000,000

1,000,000

Speed (bps)

Speed

4G

Page 15: Mobile marketing presentation for RISE

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NOT JUST FOR CALLS ANYMORE!

Page 16: Mobile marketing presentation for RISE

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“ON THE SPOT” CONNECTIONS

Do “it” as soon as you think about “it!”

Source: www.onlinemarketing-trendscom

Page 17: Mobile marketing presentation for RISE

3/26/2012 © 2012 – Saffire Events

AGENDA

1. Why mobile is a “must have;” Opportunities and best strategies

2. The great debate: App vs. mobile site

3. Getting people to engage with you on mobile

4. Tools you can use to enhance your mobile presence (many of them mobile tools!)

Page 18: Mobile marketing presentation for RISE

3/26/2012 © 2012 – Saffire Events

CRAZY STATISTIC

Source: Morgan Stanley Research

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THE IMPORTANCE OF MOBILE

Page 20: Mobile marketing presentation for RISE

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MOBILE SEARCH UP 400% IN 2011

Your customers are already viewing your site from mobile(ready or not!)

Source: Google/IPSOS Reid 2011

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SALES ARE GROWING FAST!

Page 22: Mobile marketing presentation for RISE

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WHAT ARE THE PRIORITIES?

1. Your site– SEO– Content

management system

– My Account

2. Get them there– Social

networking

– Email

3. Mobile–Mobile site– Tablet site– Apps

Page 23: Mobile marketing presentation for RISE

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HOW GOOD SHOULD MY SITE BE?

User expectations are set by their aggregated experience

from around the web.

User expectations are set by their aggregated user

experience from around the web.

Page 24: Mobile marketing presentation for RISE

3/26/2012 © 2012 – Saffire Events

HOW GOOD SHOULD MY SITE BE?

User expectations are set by their aggregated experience

from around the web.

Kendra’s Law: Your customers are going to

a lot of other websites besides yours!

Page 25: Mobile marketing presentation for RISE

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WEBSITES ARE STILL IMPORTANT

Page 26: Mobile marketing presentation for RISE

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EMAIL IS STILL IMPORTANT

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TABLETS ARE ALSO IMPORTANT

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… & GROWING ENORMOUSLY

40% access product reviews from tablets

US TABLET USAGE, 2010-2014

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TABLETS – NO FLASH

Page 30: Mobile marketing presentation for RISE

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MOBILE – NO FLASH & SMALL

Page 31: Mobile marketing presentation for RISE

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AGENDA

1. Why mobile is a “must have;” Opportunities and best strategies

2. The great debate: App vs. mobile3. Getting people to engage with you on

mobile4. Tools you can use while you’re mobile

to enhance your mobile presence

Page 32: Mobile marketing presentation for RISE

3/26/2012 © 2012 – Saffire Events

APP OR MOBILE SITE?

Android48%

Apple iPhone29%

BlackBerry17%

Microsoft5%

Smart Phone Users

Source: Comscore, Nov. 11

Page 33: Mobile marketing presentation for RISE

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APP OR MOBILE SITE?

http://www.onlinemarketing-trends.com/2011/04/mobile-commerce-take-off-infographic.html

Page 34: Mobile marketing presentation for RISE

3/26/2012 © 2012 – Saffire Events

AGENDA

1. Why mobile is a “must have;” Opportunities and best strategies

2. The great debate: App vs. mobile3. Getting people to engage with

you on mobile4. Tools you can use while you’re

mobile to enhance your mobile presence

Page 35: Mobile marketing presentation for RISE

3/26/2012 © 2012 – Saffire Events

CREATING A MOBILE SITE

• If you love your web “guy” and content management system, use them!

• Try to have a single source of data• Differences are size, speed and

technology• User experience IS your brand• Users are “information snackers,” often

as a secondary activity

Page 36: Mobile marketing presentation for RISE

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MOBILE USER EXPERIENCE

• Make it quick! People won’t “figure it out.”– No splash screens– Screens are smaller; our fingers aren’t– Be ruthless about navigation; use progressive

disclosure– Straightforward, not “clever” categories and

links– Ultra-short is the new short for copy

(think Twitter!)

Page 37: Mobile marketing presentation for RISE

3/26/2012 © 2012 – Saffire Events

GETTING PEOPLE TO ENGAGE

• Just like on the desktop, it’s a web. – Your desktop site, mobile site and blog• People have to remember to come to these

(or see ad)

– Facebook, Twitter, Email, your app• Use short, frequent posts to remind them to

go to your mobile site (and your desktop site)!

Page 38: Mobile marketing presentation for RISE

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WHAT THE HECK IS THIS?

Page 39: Mobile marketing presentation for RISE

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CONNECT PRINT WITH MOBILE

Source: Google/IPSOS Reid 2011

Page 40: Mobile marketing presentation for RISE

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HOW TO USE QR CODES• Use for general and

more purposeful engagement– Track performance

with Google Analytics – FREE and EASY to

implement, e.g., http://www.qrstuff.com/

Page 41: Mobile marketing presentation for RISE

3/26/2012 © 2012 – Saffire Events

AGENDA

1. Why mobile is a “must have;” Opportunities and best strategies

2. The great debate: App vs. mobile3. Getting people to engage with you

on mobile4. Tools you can use while you’re

mobile to enhance your mobile presence

Page 42: Mobile marketing presentation for RISE

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MOBILE TOOLS

• Blog - Wordpress• Facebook• Twitter• Flickr• YouTube• Pinterest

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WORDPRESS UPDATES

• Set it up on your computer• “Skin” it to match your website• Download Wordpress app• Easily share photos and news via

mobile• Can be longer– Link Facebook and Twitter to it

Page 44: Mobile marketing presentation for RISE

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WORDPRESS

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FACEBOOK

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TWITTER

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FLICKR (PHOTO SHARING)

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YOUTUBE

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PINTEREST

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PINTEREST

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LOCATION-BASED MARKETING

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LOCATION-BASED MARKETING

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BE EFFICIENT WITH HOOTSUITE

Page 54: Mobile marketing presentation for RISE

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STATISTICS FOR CONTEXT

• 800M Facebook users (as of Dec ‘11)– 36M “likes” for Coca-Cola #1 brand

• 100M+ Twitter users– 18M followers of Lady Gaga - #1

• 131M viewed YouTube in Nov ‘11 alone– 48M Volkswagen “The Force” on YouTube– Rebecca Black’s “Friday” - #1

• 62M Google+ (but early adopter advantage)• 15M Foursquare• 11.7M Pinterest (January) - fastest site in history

to break through the 10 million unique visitor mark

Page 55: Mobile marketing presentation for RISE

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SPECIFIC IDEAS

• Make people feel like insiders– First to know– Behind the scenes–Make it easy to share– Consider funny– Ask questions that get people to talk

about themselves in relation to your product or service

Page 56: Mobile marketing presentation for RISE

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SPECIFIC IDEAS

• Have a contest – Text, tweet or post on FB page =

publicity

• Do giveaways with charitable tie-in• Give people lots of ways to share

photos and video – viral and get more photos!

Page 57: Mobile marketing presentation for RISE

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SPECIFIC IDEAS

• Take pictures of people engaged with your business; post them and encourage them to tag themselves

• Have a vote or quiz– Answer on mobile site, text, app, QR code,

etc.

• Judiciously promote people and groups involved in your business for retweet/repost

Page 58: Mobile marketing presentation for RISE

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QUESTIONS?

• Slides are available on Slideshare.