adding mobile to your advertising/marketing mix

Adding Mobile to

Your Advertising/Marketing Mixby:

Elaina Farnsworth, CEO

WHO IS MOBILE IN THIS ROOM?

Mobile Monday Lansing, MI

WHO IS MOBILE TODAY?

Who is Mobile Today?

According to the CTIA, the U.S. now tops 100% per capita penetration of mobile phone use (103.9%); we have 315M population vs. 327M

mobile subscribers

84% of mobile phone users keep their mobile device within 10 feet of them at all times; therefore they are easily accessible by businesses

Consumer use of the Internet via mobile phone has increased over 1200% in the last few years

Average response rate to a mobile offer is between 12 – 15%; though many firms are seeing response rates exceeding 60%

ABI Research, July 2010

What is Mobile Marketing?

• According to the Mobile Marketing Association, Mobile Marketing is defined as a set of practices that enables organizations to

communicate and engage with their audience in an INTERACTIVE and RELEVANT manner through any mobile device or network.

• In simpler terms, Mobile marketing is promotional activity designed for delivery to cell phones, smart phones and other handheld devices, usually as a component of a multi-channel campaign.

Types of Mobile Marketing

31% use 55% use 77% usePowerful Simple

ApplicationsMobile Websites #1

SMS

Additional Types of Mobile Marketing

1• MMS• QR Codes• Bluetooth (short-range - 33 feet - wireless technology)• Location-based Marketing • Voice / IVR (interactive voice response)• Mobile SEO• Mobile Commerce (Mcommerce)• Mobile Ads (with video or audio)

SMS MOBILE OFFER

mobile to

(810)-407-5431

TEXT THE WORD

Why is Mobile an Important Channel?

Studies Show:• 97% of consumers read text messages within 15 minutes of receipt,

and respond to them within 1 hour• 38% said they had taken action based on mobile ads• 30% said mobile ads had led them to share information• 22% said mobile ads had influenced a purchase decision• 1/3 of mobile searches are tied to local• 27% of U.S. mobile web users have clicked on a mobile ad• 53% of mobile users would share their location to receive relevant

ads• Mobile coupon redemption is 10X that of traditional coupons• By 2015, more than 50% of mobile users will participate in mobile

banking

How Do You Get Started?

• Define the goals of what you are trying to accomplish• Decide to “DIY” or get help• Set budget• Stay TRUE to your brand• Create your mobile website• Establish your Mobile Social Media - “MOSO”• Claim your business on location based services• Immerse yourself in mobile marketing• Run a mobile campaign

What Should You Know?

• ALWAYS GET EXPLICIT PERMISSION• Opt customers in• Tell them specifically what they are ‘opting-in’ to• Give customers the option to ‘opt-out’ in every message• No false advertising• Never use a third party list – PERIOD• Never hold a contest or sweepstakes without legal advice• Never collect data on anyone under 13 years of age• Never use the word FREE unless everything is 100% free in the campaign• Follow MMA’s Best Practices Guidelines

THE WORLD IS MOBILE.ARE YOU?

Mobile Monday Lansing, MI

YES!

MTAM

Elaina Farnsworthwww.elainafarnsworth.comwww.mobilecomply.com

Twitter: @elainafarnsworth.comFacebook: /mobilecomplyefarnsworth@mobilecomply.com

Website Business Card

THE WORLD IS MOBILE. ARE YOU?

Elaina Farnsworthwww.elainafarnsworth.comwww.mobilecomply.com

Twitter: @elainafarnsworth.comFacebook: /mobilecomplyefarnsworth@mobilecomply.com

Website Business Card