17 Ways to Master Mobile Marketing

WORKSHOP:
Master Mobile Marketing in 2012

JEANNE HOPKINS, MATT DUFFY, GREGORY RAIZ, JAMIE TURNER,
HubSpot Jumptap Raizlabs 60 Second Marketer
@jeannehopkins @jumptap @graiz @AskJamieTurner

#GoMobile

WORKSHOP:

17 Rs of Mobile Marketing
JEANNE HOPKINS,
#GoMobile
HubSpot
@jeannehopkins

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

Readiness
to buy…

Start responding to how they
make decisions – adapt to
their interests and timeline.

VS
PUSH PULL
PAID EARNED
RENT OWN
INTERRUPT ATTRACT
INVENTORY ASSET

“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

Ways Small Biz Uses Mobile
Haven't incorporated mobile 72%

Developed a mobile app 5%

Accept orders via mobile device 6%

Use text message marketing 9%

Use mobile apps to run business 9%

Created a mobile website 13%

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

THANK
YOU
Jeanne Hopkins
twitter.com/jeannehopkins
linkedin.com/in/jeannehopkins
jhopkins@hubspot.com
www.HubSpot.com

WORKSHOP:

How to Use Mobile Ads
MATT DUFFY,
#GoMobile
Jumptap
@MattDuff

The State of
Mobile Advertising
Matt Duffy
01.13.2012

Copyright 2011©Jumptap

Top-line Look at the
Mobile Ad Industry

The Leader in Targeted Mobile Advertising | 2

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
$4,496

US Mobile Ad
Spending 2009-2015 $3,381
(millions)

$2,523

$1,802
1,226
$743
$416

2009 2010 2011 2012 2013 2014 2015


Advertisers Look to Networks and Publishers

Other
12%

Exchange
What percentage of
your mobile advertising 12%
Ad Network
is purchased via the
following means?
46%
Publisher Direct
30%

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?

Percent of Advertisers/Agencies Who
Consider Each an Important Attribute
When Selecting A Mobile Partner

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


Some Targeting Doesn’t Always Work

Diapers ad appears on “300+ Sex Positions” iPhone
App. Someone from another agency tweeted it was an
exercise in “pre-targeting.”


Geographic Targeting:
Targeting by Exact Location is Not as Easy
as People Think

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.


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.


Exact LocationTargeting vs. Zip Code

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


3rd Party Data Targeting:
The Future of Mobile Targeting

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 Targeting:
Case Study

Results:
Targeted ads saw as much as an 85% lift in
Using off-line data from Polk,
CTR over run-of-network ads
Jumptap helped a major auto
advertiser target zip codes more
likely to purchase their brand.

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


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

1. Right-size
Align your mobile spending with the time your
target audience spends in mobile

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

1¢
53 ¢
12 ¢
Mobile
Newspapers Internet
Source: eMarketer ad spending study, March 2011


2. Choose wisely
Pick a publisher or network
that has scale & targeting, branding & performance

1
Mobile


3. Advertise
Cross-platform
WebOS; 1% Other; 1% Unless you have a reason
Symbian; 5%
to target just Android or
just Apple iOS, broaden
Operating Systems
Breakout for Mobile your target to all
Audience platforms.
Apple; 24%

Google ; 47%
1
Mobile

RIM ; 22%


4. Start broad,
then optimize
Don’t limit yourself to one
campaign focused on one
precise target; try multiple
different targeting tactics,

1
then focus on the ones
that work best

Mobile


5. Use
mobile-
optimized
pages 1
Exxon.com is not Mobile
optimized, so they would
use a landing page


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

1
contact information

Mobile


8. Don’t
forget
tablets
Have you ever made a non-digital purchase online using
these devices?

PC/Laptop 83%
1
Tablet 63% Mobile

Mobile 31%
Phone


9. Clear call to
action

1
Mobile


10. Measure

For big branding
campaigns, do a
brand study, for
rich media measure
engagement, for
performance

1 campaigns
measure
downloads, leads
Mobile
etc.


Thank You.

jumptap.com
twitter.com/jumptap
facebook.com/jumptap

WORKSHOP:

How to Create A Mobile App
GREGORY RAIZ,
#GoMobile
Raizlabs
@graiz

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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.

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Gregory Raiz
graiz@raizlabs.com
Follow me @graiz

Photo Credits
Crane: http://www.flickr.com/photos/untitlism/2609684221
Crowd: 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. Pictures
BaseBall: http://www.flickr.com/photos/werkunz/3599761533/

WORKSHOP:

How to Combine Social
JAMIE TURNER,
Media & Mobile
60 Second Marketer
@AskJamieTurner
#GoMobile

How to Combine Social and Mobile

Jamie Turner
Author, 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 You Can Also Catch Me On
and digital media

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
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%)
Source: The Mobile Movement Study

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

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
• 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/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 2. Marketer deploys 3. User scans 2D 4. User driven to 5. Marketer
generates 2D code 2D code code promotion 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

Jamie’s Neanderthal Exhibit
Photo

2D Codes

Jamie’s Neanderthal Exhibit Jamie’s High School
Photo Yearbook Photo

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

Thank you!

JEANNE HOPKINS, MATT DUFFY, GREGORY RAIZ, JAMIE TURNER,
HubSpot Jumptap Raizlabs 60 Second Marketer
@jeannehopkins @jumptap @graiz @AskJamieTurner

#GoMobile

17 Ways to Master Mobile Marketing

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