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Mobilizing Your Marketing Mix

Mobilizing Your Marketing Mix. Presented by :. Kent Lewis (@ KentLewis ) President & Founder Anvil Media, Inc. 503.260.6700. About Anvil Media.

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Mobilizing Your Marketing Mix

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  1. Mobilizing Your Marketing Mix Presented by: Kent Lewis (@KentLewis) President & Founder Anvil Media, Inc. 503.260.6700

  2. About Anvil Media Anvil Media, Inc.is digital marketingagency specializing in search engine marketing services, including analytics, search engine optimization,pay-per-click management, conversion optimization, mobile & social media marketing services.

  3. Agenda • Mobile Marketing Overview • Website • Advertising • Location-based Services • Email & SMS • Apps & Gaming • Measurement • Resources

  4. Mobile MarketingOverview

  5. Why Mobile Personal Targeted Scalable Immediate Actionable Portable Interactive Measurable

  6. Mobile Marketing: New Frontier

  7. Mobile Marketing: Numberpalooza

  8. Websites Visited via Smartphone

  9. Mobile Search Growth

  10. Mobile Search by Type

  11. Mobile Marketing Evolution

  12. Mobile: Influencing Purchase Process

  13. Mobile Websites

  14. Mobile Website Optimization

  15. Mobile-friendly Websites • Optimizing for Mobile • No Flash & larger buttons (with spacing) • Contact information in footer • Map & driving directions • Building for Mobile • WordPress plug-ins • Design in CSS (Handheld.css & iPhone.css) • Dedicated website (m.company.com)

  16. Mobile-friendly WordPress Website

  17. Quick and Dirty Mobile Site Google Mobile Site Builder

  18. Example: I-5.MOBI

  19. Mobile Advertising

  20. Mobile Ad Spend

  21. Mobile Ads: Driving Action

  22. Mobile PPC Advertising: Google Dedicated Mobile PPC Campaign Location & Click-to-Call Extensions Landing Pages & Conversion Funnel (LiveBall)

  23. Mobile Display Advertising: iAds A recent study released by Campbell’s showed that iAds were twice as effective as TV advertising, and consumers who say the iAd were four times more likely to purchase the product than those who saw the TV ad

  24. Trans-Media Advertising Used to direct viewers to specific URL QR Codes (square) Digimarc Discover (embedded)

  25. Location-based Services

  26. LBS: The Big 3 Virtual Loyalty/Couponing Programs Utilize cellular, GPS, Bluetooth & NFC technology Popular: Google & Facebook Places, Foursquare Alt Platforms: Yelp! Mobile, GoWalla & Loopt

  27. LBS: Growth & Privacy

  28. Mobile Email & SMS

  29. Email on Mobile 20% of email sent by retailers is opened on a mobile device

  30. Mobile Email & SMS Mobile-friendly email platform (ExactTarget) Build or buy SMS platform (MobileStorm) Mobile-friendly content strategy Ideal for market research/surveys (Opiniator)

  31. Mobile ‘App’lications

  32. Mobile App Stats

  33. Mobile App vs. Website

  34. Example: ChoiceHotels.com

  35. Mobile Gaming

  36. Mobile Gaming Stats

  37. Mobile Gaming Opportunities Sponsorship Product Placement Branded Entertainment Requires Promotion

  38. Mobile Measurement

  39. Mobile Analytics Mobile Platforms (AdMob, Bango, Mobilytics) Analytics Platforms (Google, Omniture, WebTrends) Apps (Flurry) Integrated (Unica, Responsys)

  40. Mobile Analytics: Google

  41. Mobile Analytics: Google

  42. Mobile Marketing Resources Links Mobile Marketing Association eBoogie (list of mobile-friendly websites) Google On Designing Mobile Friendly Websites 11 Excellent Solutions for Making Your Website Mobile Friendly Mobile Gaming Insights and Statistics ArticlesMobilizing for 2011 With a Mobile Marketing Strategy 5 Reasons for Brands not to Outsource Social Media Marketing Why Only Idiots Promote Their Brand’s Facebook Page via Traditional Media 6 Social Media Platforms At-a-Glance WhitepapersThe Marketer’s Guide to Location-Based Social Networking The Marketer’s Guide to Optimizing Your Web Content for Search Engines The Advanced Guide to Pay-Per-Click (PPC) Marketing The Marketer’s Guide to Getting Started with Social Media Marketing

  43. Q&A & Next Steps Read Anvil’s blog, articles & white papers Subscribe to our newsletter or follow us on Twitter Contact us with questions about mobile marketing Kent Lewis President Anvil Media, Inc. 310 NE Failing Street Portland, OR 97212 O: 503.595.6050 x223 M: 503.260.6700 kent@anvilmediainc.com Twitter & Skype: @kentjlewis LinkedIn: kentlewis

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