the three pillars of mobile marketing

Copyright 2012 Mobile Web Up

The Three Pillars OfMobile Marketing

Webinar Presentations Every WeekOn Mobile Web Marketing

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How Big Is Mobile?

Current estimate:

115 Million ConsumersBrowse the web on mobile

Each month in the USA

Source: comScore

http://mobilewebup.com/stats


24% 30% Growth for Mobile Webin 2011!

From 85.6 MillionTo 111 Million

Jan 1st to Dec 31st, 2011

Source: Mobile Web Up analysisof public comScore data


Mobile is BIGGER.

More people worldwide use mobile text messaging than email.

More people worldwide have mobile phones than have computers.

More people worldwide have mobile phones than have credit cards.

More people worldwide have mobile phones than have FM radios.


Mobile

as a

Mass Media


Benefits of Mobile

●first truly personal mass media●first always carried mass media●first always on, always connected mass media●only mass media with a built in payment channel (SMS payments, itunes, NFC)●only mass media with social context


Three Pillars of Mobile

Mobile AppsText Messaging (SMS, MMS)

Mobile Internet


Three Pillars

http://mobilewebup.com/stats

Mobile Apps 37.6%

Mobile Internet 49.0%

Text Message 74.1%


Mobile Apps

Key Advantage:

Richer, more engaging experiences possible

More than with SMS or mobile web


Mobile Apps

Disadvantage:

Higher costper % reached

Capital investment is worthwhile for brands.May not be for smaller orgs


Mobile Apps

Require a Marketing Budget

Bureaucracy of App StoreSubmission process


Text Messaging

Biggest benefit:

Very Wide Reach.

Over 74% in the USA in 2012


Text Messaging

Other benefits:

High open rates (95-98%)

Immediacy (4 min!)


Text Messaging

Downside:

Least expressive/interactive.

160 characters of text


Mobile Web

Relatively high reach

+

Rich, engaging interactivity


Mobile Web vs. Apps

Mobile websites can...

● Capitalize on your other web marketing

● Receive traffic from search engines


Mobile Vs. Desktop:Physical Differences

●Smaller Screens●Different Interface – No Mouse or Keyboard●Huge variety of mobile phone devices ...


Many Devices

Literally hundreds of distinct smartphones used in the USA right now...Each with their own quirks.

New devices and platforms reaching the market almost continually.


Mobile Leverage Points

Text message → Mobile Web/AppSocial Share → Mobile WebMobile Web → Click-to-callMobile Web → Mobile AppQR Code → Mobile Web


Print → Mobile WebLead Funnel

Offline advertisement prompts people to view website on mobile phone.

Transitions to more interactive experience that the prospect can carry with them

Passive Prospect → Active Lead


QR Codes

(Also called “2D Barcodes”)

When scanned with a phone's camera, leads to a website.


Why QR Codes?

● Make it easier for the prospect to visit website (they don't have to type)

● Allows different URLs for better segmentation and tracking


The Key With QR Codes:

Make Sure the QR code addressleads to a mobile friendly web-page.

A QR code is only ever going to be scanned by a handheld device. Never a laptop, and

rarely by an iPad!


“How To Get On the Mobile Web”

Free Email Course

http://mobilewebup.com/course/


Mobile Web Consultation

One-on-one Consultation with a Mobile Web Up specialist

● What are the best opportunities in mobile for your

brand... short, medium and long term?

● Where should you start?

● How can you take greatest advantage of your current

online marketing?

● Agency Partner Opportunity

the three pillars of mobile marketing

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