The document provides an overview of mobile marketing strategies and trends. It discusses: 1) The types of mobile sites businesses can use and how businesses are currently using mobile marketing techniques like mobile websites, SMS, apps, and location-based marketing. 2) Steps for creating a mobile-friendly site, including prioritizing content, optimizing for speed and devices, and getting design help. 3) Examples of successful mobile marketing campaigns from companies like the American Red Cross, Heineken, and Westin hotels. Predictions that if businesses are not mobile, they will lose customers, and that mobile will continue growing in importance.

1. Darin T. Swick, President, WSI Advanced Web Profits
Darin@WSIAdvancedWebProfits.com
www.linkedin.com/in/darinswick"
www.facebook.com/DarinSwick
(303) 881-9192

2. Agenda
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Mobile Marketing – Is it Right For You?
Current State of Mobile Marketing
Types of Mobile Sites to Choose From
How Do Businesses Use Mobile?
Mobile Marketing Examples
Steps in Creating a Mobile Friendly Site
Real World Examples
Predictions

3. Is Mobile Marketing Right for You?
DO YOU WANT…….
① New customers?
② Existing customers to visit your web
presence more frequently?
③ To improve your profit margins?
④ To differentiate your brand?
⑤ To improve your marketing ROI?
⑥ Customers to spend more money each
time they buy from you?
⑦ To create new distribution channels?
⑧ To grow your market share?
⑨ To be in front of your customers 24/7?

4. Not Just a dependency….
It’s an Obsession
Fifteen percent of Americans answer their cell phone
…while having sex
Seventy-five percent of Americans admit to using their phone
…while in the bathroom
Nine million have shopped using a mobile device
…while in a meeting at work, and
…4 million have shopped using a mobile device while driving
Forty-four percent of mobile users
…sleep with their phone next to their bed because they wanted
to make sure they didn’t miss any calls, text message, or other
updates during the night

5. Creating a Mobile Friendly Site

6. How Do We Browse?
Your Mobile Phone Is THE MOST Common Device Used for
Browsing as of 2013…
…Partially Because We Have Solved
the Usability Issues
Small Screens | Awkward Input
Download Delays | Poor Design

7. Customer-Driven Design

8. The Case for Mobile
Consider This…
①
②
③
④
⑤
It’s easier than you think
There’s a huge untapped market out there
Mobile converts prospects
People respond to mobile
Mobile marketing costs less!

9. How Do Businesses Use Mobile?
• 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 (QR Codes)
• Mobile Commerce

10. SMS versus MMS
• SMS
o Most common phone-based
activity among all U.S. cell
phone users of all ages!
o Used by doctors to remind
patients of appoints and airlines
to update passengers on flight
status
• MMS
o Sending images, audio and
video with or without text!
o Usually limited to smart phones
and tablets!

11. Short Codes
Short Codes are special telephone
numbers, significantly shorter than
full telephone numbers that can be
used to address SMS and MMS
messages!

12. Mobile Display Ads
• Targeted advertising purchased
through an ad agency, via
mobile advertising network or
digital marketing consultant
• Popular networks: iAd (Apple),
Millennial Media (Independent),
Ad Mob (Google) and others

13. Mobile Display Targeting
• Custom audiences -- TV fans, telecom
switchers, business travelers, etc.
• Geographic targeting -- Country, City,
Neighborhood, etc.
• Demographic targeting
• Time of day targeting
• Advertiser retargeting through pixels
or clicker tracking
• Carrier/handset targeting
• Age of device/profile

14. Mobile Paid Search
• 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 lowconsideration products or services
• 70% of searchers complete their task
within 1 hour, compared with 30% for
desktop (MobileMarketer)

15. 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”

16. 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 codes can drive people to websites, to phone numbers, and to contact
information
• Facilitate the move to online
• Newspaper, posters, stuffers, statements,
annual report, T-shirts, website, others…?

17. Mobile Commerce

18. Other Ideas
Mobile marketing is limited only by your imagination
Engage Your Customers
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Welcome Programs
Information Requests
Voting
Contests and Sweepstakes
Event Alerts
New Product Releases
Start Conversations
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Store Locators
Exclusive Offers
Item Availability Notices
Text for Callback
Create Loyalty
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Shipping & Delivery Alerts
Surveys
Text for Customer Care
Warnings
Re-permission and Win-Back

19. Creating a Mobile Friendly Site
Guidelines
Challenge
Solution
Content must
be succinct
100 words per page MAX
Keep website
synced to
mobile
Direct content feed from
desktop website (RSS, XML)
Fewer &
smaller
images
Small and quick to load
Clear
navigation
Smartphone navigation best
practices for usability

20. Types of Mobile Web Sites
6 Options
Challenge
Rating
Best for…
Comments
Custom
Poor
Mobile app Most robust, very expensive (software
for a
company)
product
Template, Plug-in
Poor
Website
Too big, long, difficult to navigate
Transcode
Poor
None
Easy, cheap but unreliable
DIY Template
Good
Small,
local biz
Cheap but effective for small sites
Responsive
Design Alone
OK
Multiple
Reproduces your website – too hard
to read or navigate
Hybrid
Best
Any
Best of Above

21. DIY Template – Small Biz
Characteristics:
• Affordable
• Custom coded
• Mobile Style Sheets
• Responsive Design
• RSS or XML Feeds
• Easy to Update
• Navigation Designed
for Smartphone

22. The Hybrid – Medium Biz
Characteristics:
• Custom coded
• Mobile Style Sheets
• Responsive Design
• RSS or XML Feeds
• Easy to Update
• Navigation Designed
for Smartphone

23. Steps in Creating a Mobile Friendly Site
Basic Steps!
Comments!
Develop a Strategy!
What will your visitors/customers want the most
from your site? Strive for simplicity | Focus on
Usability.!
Prioritize Hierarchy of Information!
Pick no more than 5 visible menu options that
then open to additional options – ALL VISIBLE
WITHOUT GLASSES!!
Optimize with the Right Keywords!
For SEO purposes, use the most highly searched
Keywords specific to your business so that you
are FOUND easily.!
Incorporate Branding!
Carry your branding images from you main
website over to your mobile site – be consistent!!
Optimize Functionality!
Buttons should be easy to push, “activate” when
pushed, and should be obvious. !
Update Often!
Mobile site should sync with your main website
automatically and reflect ongoing updates.!

24. Designing Your Site
Planning of Your Mobile Site
① Know Your Customers
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How do your customers engage with you?
What information do they most want?
What is the easiest way to provide them
with the information they want?
② Be a Minimalist
§
§
Include ONLY actionable, helpful information
(location, contact information, maps, core product information)
“Click” to “Get” architecture
③ Design for Speed
§
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Avoid using Flash and video – use JPEGs and GIFs
Enlist the help of a technical expert on designing for speed

25. Designing Your Site
Planning of Your Mobile Site
④ Design for Multiple Devices
§
§
Consider the top 4-5 smartphone and
SmartPad devices used by your customers
Use mobile site development technology
and tools that will be around in a few years
⑤ Get Help!
§
§
Enlist the help of design and technology
experts
Do what you do best – leave the technical aspects to the experts!

26. Examples

27. American Red Cross
• The American Red ross encouraged donors to
text HAITI to 90999 to give $10 to the Haiti
Earthquake relief efforts.
• The campaign raised more than $32 million
from 3 million unique donors, 95% of whom
were first time donors.
• Takeaway: Mobile can be used as both a
marketing tool and an operational tool which
can streamline your processes. Taking
advantage of both aspects increases your
likelihood of success.

28. Heineken
• In 2010, Heineken launched a mobile game to
coincide with the Champion League soccer
games.
• The game, which could only be accessed while
the UEFA game was being broadcast,
challenged players to predict what would
happen next in the live game.
• Takeaway: people are usually multitasking
while on their phones, if you embrace this fact
instead of trying to fight it, you will drive higher
engagement.

29. True Blood
• Prior to launching the third season of HBO’s
True Blood, the show ran a mobile ad campaign
to drive buzz.
• While on sites that featured the ad, finger taps
would appear bloody on the screen, followed by
a stream of blood coming down the screen and
a pop up banner ad for the show.
• Takeaway: Mobile banners can be hard to see,
so break through the clutter with innovative and
mobile-specific creative.

30. The Westin
• The Westin launched geo-enabled ads on the
Weather Channel.
• When in a chilly location, ads would appear that
prompted the user to wipe off the virtual frost to
reveal 8 warm weather Westin destinations.
• Takeaway: Take advantage of the fact that you
can receive geographical information about
your users on mobile. Geo-enabled ads perform
4-5X better than ads that don’t take geography
into account.

31. Brisk
• Brisk used popular photo sharing app, Instagram to run a promotion
where users could submit photos through the app for the chance to
have their photo on limited edition cans at 2011 SXSW.
• Takeaway: You don't have to spend millions to get into mobile. Sites
and apps like Instagram, Foursquare and Gowalla are free and can
be used to get your foot in the door of mobile marketing.

32. Predictions
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33. Prediction # 1
“IF YOU ARE NOT MOBILE YOU WILL LOSE”
81% of smartphone users
have done product research via
smartphone and
50% have made
a purchase with one.
[ research from Prosper Mobile Insights ]
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34. Prediction # 2
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35. Prediction # 3
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36. Mobile of The Future?

37. Thank You!