Jamie Turner presented on how to get started in mobile marketing. He discussed key mobile marketing strategies including developing a mobile website, using SMS/MMS campaigns, mobile display ads, mobile paid search, location-based marketing with services like Foursquare, developing mobile apps, using 2D codes, and developing a mobile media action plan. He provided statistics on mobile usage and summarized how various businesses are using mobile strategies to grow revenues.

1. How to Get Started in
Mobile Marketing
Jamie Turner
Author, Speaker and Founder of BKV’s 60 Second Marketer
Follow Jamie on Twitter @AskJamieTurner

2. Introductions
• Co-author of How to Make
Money with Social Media
and Go Mobile
• Regular guest on CNN’s
HLN on the topic of social
media and mobile media
• Consult with small, medium
and large businesses on
how to use social and
mobile to grow sales and
revenues

3. Contact Rina Cook at 404-233-0332
or Ramon Larkin at 913-648-8333

4. Contact Jerry Gentemann at
404-233-0332

5. Let’s Kick Things Off
The hashtag for today’s event is #GoMobile

6. 60SecondMarketer.com/GoMobileChapter
The hashtag for today’s event is #GoMobile

7. Mobile Media Facts and Figures

8. Mobile Media Facts and Figures
• There are 6.8 billion people on
the planet. 4.0 billion own a
mobile phone. Only 3.5 billion
own a toothbrush
• The growth rate of the iPhone
was 10 times faster than the
growth rate of AOL
• Gartner Group predicts that by
2013 the number one way
people will access the internet
will be through their mobile
devices

9. Mobile Media Facts and Figures
• Mobile coupons generate 10
times the redemption rate of
traditional coupons
• 70% of all mobile searches are
acted upon within an hour vs.
30% of all traditional searches
• Research indicates that if
someone leaves home without
their wallet, they keep going. If
they leave without the mobile
device, they turn around

10. How Businesses are Using Mobile
Marketing to Grow Revenues

11. How Businesses are Using Mobile
Marketing to Grow Revenues
• Mobile Web Sites
• Short Message Service (SMS)
• Multimedia Message Service
(MMS)
• Mobile Display Ads
• Mobile Paid Search
• Location-Based Marketing: LBS,
NFC, Bluetooth and LBA
• Apps
• 2D Codes
• Mobile Email
• Tablet Computing

12. How Businesses are Using Mobile
Marketing to Grow Revenues
Google RIM Apple Microsoft
39% 20% 28% 9%
Source: GS Statcounter

13. 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

14. How to Set Up a Mobile Website

15. Mobile Website
Standard Mobile

16. Mobile Websites: The Essential Things
You Need to Know
• Automated Systems
• GoDaddy
• Plug-and-Play Systems
• Mobify
• Mobilizer
• HubSpot
• Third party agencies or
design firms
• Mobilize Worldwide
• BKV

17. 60SecondMarketer.com/GoMobileChapter
The hashtag for today’s event is #GoMobile

18. Mobile Websites: The Essential Things
You Need to Know
• Get inside the mind of your
customer -- they’re mobile
• Analyze your customer’s
though sequences
• Reduce the number of
design elements
• Design for speed
• Design for multiple devices
• Visit WebsiteGrader.com to
test your mobile site
The hashtag for today’s event is #GoMobile

19. SMS and MMS

20. Short Message Service
• The most common phone-
based activity among U.S. cell
phone users of all ages
• Used by American Idol, the
American Red Cross and
others
• Used by CNN, Mashable and
ABC News for push
notifications
• Used by doctors to remind
patients of appointments
• Used by airlines to update
people on flights

21. Short Message Service
• According to CTIA.org, text
messages are read within 4
minutes of receipt, as
opposed to 48 hours for email
• Wikipedia reports that there
are 4 billion texts sent daily,
compared with 2.9 billion
Google searches daily
• The data from an SMS or
MMS campaign is easy to
track, making ROI calculations
a piece of cake

22. Multimedia Message Service
• What can you send via MMS?
• Images
• Text
• Audio
• Animations
• Video
The hashtag for today’s event is #GoMobile

23. 5 Key Elements of an SMS/MMS
Campaign
• The Keyword: The word users
text in to the shortcode. Typically
8 characters or fewer
• The Short Code: The 5-digit
code (or phone number)
• The Call-to-Action: Test your way
to success by running an A/B
split test (e.g., “free trial” vs. “free
audio book”)
• Supporting Media: The ad,
poster, commercial that
promotes the campaign
• Response: The follow-up
message

24. Mobile Display Ads

25. Mobile Display Ads
• Planned and bought through
an ad agency or via mobile
advertising network
• Popular networks include iAd
(Apple), Millennial Media
(Independent), Ad Mob
(Google) and others
• Sold on a Cost Per Click
(CPC), Cost Per Acquisition
(CPA) or Cost Per Thousand
(CPM) basis

26. Mobile Display Ad Options
• User clicks ad, which then uses GPS technology to identify
location and direct them to nearest store
Source: MobClix

27. Mobile Display
• User is encouraged to add company contact information into their
contact list
Source: MobClix

28. Mobile Display
• Users are encouraged to email promotional offers to themselves
and to friends
Source: MobClix

29. Mobile Paid Search

30. Is Mobile Paid Search Right for You?
• Traditional paid search is
perfect for lead generation,
e-commerce and products
that require in-depth
research
• Mobile paid search is
perfect for quick information
on low-consideration
products or services
• 70% of searchers complete
their task within 1 hour,
compared with 30% for
desktop (MobileMarketer)

31. Mobile Paid Search
• Less competition than with
traditional search
• Local queries are the norm
-- movies, restaurants, bars,
coffee shops, etc.
• Click-to-call and click-to-
map are important
• Voice search is now
available for all major search
engines
• 60 Second Marketer comes
up as 62nd Marketer

32. Essential Things to Know About Mobile
Paid Search
• Voice search is increasingly important
• Use Google’s mobile keyword tool
(not their regular keyword tool)
• Separate your regular desktop search
from your mobile search campaign
• Be sure to add mobile-oriented terms
to your keyword list: Locations (e.g.,
“Pizza Hut Locations”), Addresses
(e.g., “Wal-Mart Location Peachtree
Street”), Zip Codes (e.g., “UPS store
locations near 30342”) and Urgency
Terms (e.g., “Plumbing Emergency)
• Target different ads by carrier to see if
users act differently

33. Location-Based Marketing:
Location-Based Services, Near Field
Communications, Bluetooth Marketing
and Location-Based Advertising

34. Location-Based Marketing Overview
• Location-Based Services • Bluetooth Marketing
• Near Field Communications • Location-Based Advertising

35. Location-Based Services

36. 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

37. Near Field Communications

38. Location-Based Advertising
• Uses Geo-Fencing to figure
out where you are
• SMS, display ads and paid
search ads can be targeted
by location
• Subway in the U.K. used
location-based SMS to
provide discounts to
customers who walked by
their store

39. Location-Based Marketing: The
Essential Things You Need to Know
• Address consumer
confusion
• Provide clear opt-in
instructions
• Explain what to expect
• Test the campaign before
deploying
• Make it worth their while

40. Mobile Apps

41. Mobile Apps
•A mobile app is not a mobile
website
• An app is a software
program that lives on your
smartphone
• A mobile website is a
website that lives on a server
in “the cloud”

42. How Apps Are Used
75.0
50.0
25.0
0
Games (64%) Weather (60%)
Social Networking (56%) Maps (51%)
Music (44%) News (39%)
Entertainment (34%) Banking (32%)
The hashtag for today’s event is #GoMobile
Source: Nielsen

43. Augmented Reality Apps

44. How to Develop an App for Your
Business
• For a customized experience,
use a mobile app
development company
(Mobilize Worldwide)
• For a plug-and-play
experience, use AppMakr,
GENWI, Mippin, MobBase,
MobiCart, MyAppBuilder or
RunRev

45. 2D Codes

46. 60SecondMarketer.com/GoMobileChapter
The hashtag for today’s event is #GoMobile

47. 2D 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

48. 2D Codes
1. Marketer generates 2. Marketer deploys 3. User scans 2D code 4. User driven to 5. Marketer collects data
2D code 2D code promotion

49. 2D Codes
• Q: Where have you
scanned a QR/Bar 50.0
code with your mobile
phone? 37.5
Printed magazine or newspaper (49%)
Product packaging (35%) 25.0
Website (27%)
Poster or flyer or kiosk (24%)
Business card or brochure (13%) 12.5
Storefront (13%)
TV (12%)
0
Source: comScore MobiLens June 2011

50. 2D Codes
• 2D codes can drive people to
websites, to phone numbers,
to contact information and
even to text messages

51. Let’s Generate a QR Code

52. 2D Codes

53. 2D Codes

54. 2D Codes

55. 2D Codes

56. 2D Codes

57. 2D Codes

58. 2D Codes

59. 2D Codes

60. 2D Codes

61. 2D Codes

62. 2D Codes

63. 2D Codes

64. 2D Codes

65. 2D Codes
Jamie’s Neanderthal Jamie’s High School
Exhibit Photo Yearbook Photo

66. Google Googles

67. Google Googles

68. Contact Rina Cook at 404-233-0332
or Ramon Larkin at 913-648-8333

69. Contact Jerry Gentemann at
404-233-0332

70. Mobile Media Action Plan
• Step #1: Mobilize your website
• Step #2: Watch how your competitors are using mobile media
• Step #3: Start using mobile media yourself
• Step #4: Read everything you can about mobile media (start with
MobileCommerceDaily.com)
• Step #5: Claim your business on location-based applications
• Step #6: Run a mobile ad campaign

71. Mobile Media Action Plan
• Step #7: Create a 2D or QR code promotion
• Step #8: Design an iPhone or a Smart Phone app
• Step #9: Encourage interactivity
• Step #10: Integrate
• Step #11: Track your results
• Step #12: Test your way into success

72. Contact Me
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Jamie Turner
60 Second Marketer
Follow me here:
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@AskJamieTurner
Contact me:
Jamie.Turner@60SecondMarketer.com
404-233-0332