Presented to the Newport Interactive Marketers on January 20, 2011, this presentation provides a broad overview of the different channels of mobile marketing including mobile web, mobile apps, SMS, QR codes, mobile advertising, rich media, and location based services.

1. INTRO TO
MOBILE
MARKETING
NEWPORT INTERACTIVE MARKETERS (#NIM)
JANUARY 20, 2011

2. WHY YOU SHOULD CARE
ABOUT MOBILE
• 93% of Americans are mobile subscribers (CTIA)
• Over 61 million Americans own smartphones (Comscore); will
become majority in 2011
• Mobile Internet users will outpace desktop usage by 2014
(Morgan Stanley); 120 million predicted by mid-2011 (Nielsen)
• One-third of online shoppers also browse on mobile (ForeSee
Results)
• Time spent on mobile > newspapers + magazines combined
(eMarketer)
• Mobile ad metrics still outpace online for ad awareness,
message association, favorability, and purchase intent
(InsightExpress)

3. SO WHAT IS MOBILE MARKETING?
Circa 2007

4. MOBILE MARKETING TODAY

5. SO, WHERE DO YOU START?
Mobile Web Mobile App

6. MOBILE WEB
Pros
• 35% of mobile subs use browser
• Search discoverability
• Cross-device support
Best Practices
• Browser re-direct to m.domain.com
or .mobi
• Provide mobile appropriate content
• Design with mobile users in mind
• Use tools that optimize by platform
Getting Started
• MoFuse
• Wapple
• Netbiscuits

7. MOBILE APPS
Pros
• More than 60 apps downloaded for
every Apple device sold
• Robust user experience
• Fully leverage native device
• Placement on device
Best Practices
• Don’t rely on AppStores
• Provide true utility
• Android is just as important as Apple
Getting Started
• PhoneGap, Appcelerator,
ModoLabs…
• Chomp, Appolicious, Appitalism…
• App analytics (Flurry, Localytics…)

8. MOBILE SEARCH/ADVERTISING
• Mobile search volume has grown
130% year-over-year
• Google introduced Mobile
Keyword Search tool
• Utilize mobile search tool to
direct mobile traffic to mobile
site
• Leverage “click-to-call”
capabilities
• Don’t forget mobile SEO
• Mobile site map
• Submit to Google Places
• Load quickly, render correctly

9. SMS MARKETING
Why Text? Over 7 Trillion texts in 2011
• Contests
• Coupons
• Vote
• Give
• VIP Club
• Opt in
• More info/links
• Link to live events
• Call-to-action
• Get started…
• Mobile Storm
• Involve Mobile
• 4Info
• HipCricket

10. LEVERAGING LOCATION
• Why?
• Improves discoverability
• Provides WOM mktg
• Rewards patronage
• Encourages interaction
• Getting Started
• Claim your venue
• Promote in-house
(window decals, table
tents, menus, ads…)
• Monitor comments/tips
• Offer specials/rewards
• Link to social networks

11. QR WHAT?
• QR = Quick Response
• 2 dimensional barcode scanned by
mobile app or camera phone
• Delivers info, coupons, links…
• Potential uses
• Realty For Sale signs for more info
• Ads/table tents/window decals for
coupons, menus…
• Print ads – link to landing pages,
social networks
• Out-of-home advertising
• Getting started: KISS!
• Create your code: Kawya, Delivr,
Google
• Add your content
• Promote it

12. DISPLAY ADVERTISING
(MOBILE WEB & IN APP)
Banners
• Click-to-call
• Link to microsite
• Expandable
• Launch video
• Find location
Getting started
• Develop creative to
MMA standards
• Work with ad networks
to place in app or web
• Google Admob,
Millennial, Jumptap,
Mojiva, Smaato,
inMobi…

13. RICH MEDIA
Used primarily by brand
advertisers
• Video
• Rotation
• Photo gallery
• Data capture
• Quizzes/games
• Think mini app/site w/
in an ad
Mobile rich media vendors
• Crisp Media,
Medialets, iAd,
Greystripe, Google/
AdMob…

14. WHAT’S NEXT?
• Location-based advertising
• Geo-fencing alerts, coupons
• Shopping check in apps like Shopkick
• Mobile commerce
• Mobile online shopping expected to go
from $1.2 billion in 2009 to $119 billion
in 2015 (ABI Research)
• Augmented Reality
• Google Goggles, Layar, Goldrun
• Tighter integration with social networks
• Check ins, sharing, liking/following,
cross-posting
• More rich media
• iAd has gotten brands excited about
using rich media

15. THANK YOU!
Find me at:
@tgruber
tamara@redgiantconsulting.com
www.redgiantconsulting.com
http://plancast.com/tgruber