the ultimate guide to mobile marketing

ULTIMATETHE

Mobile Marketing Guide for Agencies

A deep dive look at mobile marketing trends in 2015 and what it means for mobile app resellers and SMBs.

http://www.biznessapps.com/?utm_campaign=%5BEbook%5D%20Mobile%20Marketing%202015&utm_medium=ebook&utm_source=ebook

2 | Mobile Marketing 2015 | Mobilizing for SMB Growth

Introduction

2015 is a tipping point for mobile business. For the first time, mobile phones will outnumber people. The number of

Americans shopping online will top 150 million. More sales will begin on smartphones and tablets than on desktop

PCs, with easy, secure payment just a touch away. 4GE-LTE is everywhere and mobile data cheaper than ever.

These and other big shifts present incredible growth opportunities for small and medium businesses (SMBs) and

their partners (you). Are you ready to take advantage of the new landscape?

This eBook was created to help marketing agencies, SEO specialists and others serving SMBs profit from the

global mobile revolution.

Our goal: Help you understand today’s most important trends so you can make money on mobile apps and websites.

Whether you’re an established business looking for new sources of income or just getting started, the up-to-the-min-

ute insights in this short book will pump you up for profits as a mobile app reseller. Let’s roll!

Andrew Gazdecki,

Founder and CEO of Bizness Apps



Table of Contents

Chapter 1. Mobile Mania: Big, Big Numbers

Upward mobility for SMBs and partners

Chapter 2. Mega Mobile Marketing Trends

Trend 1: Shoppers using multiple devices

Trend 2: “Webrooming”

Trend 3: Bargain-hungry buyers and showrooming

Trend 4: Social buying: The New Norm

Trend 5: Content marketing for SMBs

Chapter 3. What It Means (Hint: New Revenues)

Chapter 4. Call to Action: Mobilizing for Mobile Reseller Revenues



CHAPTER 1MOBILE MANIA: BIG, BIG NUMBERSTake a look around you, or in your

own pocket. The huge popularity

of mobile is pretty obvious. Do you

know anyone who doesn’t have a

cell phone? Visit a Best Buy, Staples,

Costco or thousands of online

retailers and you’ll find tablet

computers selling for less than $100.

A few eye-popping numbers

illustrate mobile’s global magnitude:

7 billion mobile devices in use worldwide – Altimeter

• Worldwide app sales: Roar ahead, projected $38 billion in 2015 – Forrester Research

• U.S.: 355 million cell phone users, up 11 million from 2014. – Ovum

• Tablets: 147.1 million U.S. mobile users will use at least monthly – eMarketer

• U.S. mobile shoppers: 145.9 million at start of 2015 – eMarketer • U.S. Millennials: 78% spend 2+ hours daily using their smartphones.

iOS and Android: Now 94.2 % of U.S. mobile market – Comscore Mobilens

New cell phone sales: 1.2 billion per

year worldwide– IDC



Upward Mobility for SMBs and Partners

Fig 1. Mobile is Top Platform in 2015Number of U.S. Smartphone and Tablet Owners

Mobile’s meteoric rise comes at a good time for small and medium businesses. The overall U.S. economy is

improving. The “buy local” movement is accelerating. Increasingly, customers are passionate about shopping local

not only on holidays, but year-round. Foodies take pride in local restaurants. Etsy fans prefer crafts shops in their

area. People want to support small businesses. As one economist noted: “IN 2015, SMALL IS STRONG.”



58% of small business owners expect growth in

2015. – CAN Capital Small Business Health Index

And more customers are willing to try new ways of

doing business. Take taxis or food delivery, for

example. What used to be an obvious action (pick

up the phone and call a cab or restaurant) is now an

endless list of options: request a ride on one of several

ride-sharing apps, use a food delivery website or even

digitally hire a personal assistant. In general, people are

growing more comfortable with changing the way they

do things—and they like it. So are SMB owners.

Mobile yields big benefits for customers and SMBs. Phones and tablets introduce new ways of reaching customers,

more routes for customers to reach them and more convenience for both parties. Apps are appointment-setters,

message-takers, customer service reps and trusted advisors—even marketing brains for business. In short, mobile

makes it easy to do business for everyone involved.

38% [of business owners] said they plan to

expand and/or try new forms of advertising/

marketing activities… up from 31 percent last

quarter. – Small Business Trends

Small Business Saturday 2014, sponsored by American Express, drew 88 million shoppers, up 14.9% from 2013 Spending at retailers and restaurants that day hit a reported $14.3 billion. – National Federation of Independent Business



Fig 2. Mobile has become the primary device for consumers Time spent on mobile increasing in retail category



CHAPTER 2MEGA MOBILE MARKETING TRENDS

What specific mobile marketing trends will bring SMBs,

customers and partners (you) the most bang in 2015? Picking

through hundreds of reports, articles, blogs and piles of other

stuff from the world’s smartest mobile doers and thinkers was

a big job, but we did it.

If there’s one “meta” theme (besides get

going now!), it’s this: SMBs must make it

smooth and easy for customers to find,

understand, contact, browse, learn and

purchase from them, both online and in

person.

“Mobile web marketing will become the

most important thing for SMBs to focus

on in 2015.” – Melinda Emerson, Quintes-

sence Group Consulting

LET’S DIVE AND SEE HOW TO MAKE

THAT HAPPEN…



Trend 1. MultiplatformingResponse: Create a seamless branded experience across phone, tablet, PCs and apps

The eye-popping stats in Chapter 1 succinctly describe SMBs’ complex new mobile-leaning world. A quick recap:

• In the U.S., smartphones now outsell tablets and way outsell PCs

• Windows 10 is reviving desktops and “2-in-1” laptop/tablets

• Mobile data is nearly 80% cheaper than in 2014 and, increasingly, unlimited

• Millennials, teens and many others basically live on their smartphone

• Pretty much everyone is shopping online

• Most shoppers hop between cell phones, tablets, PCs and on-location visits to research and buy

Consumers today demand fast, cheap, anytime, anywhere access on multiple devices. That boils down to three

simple but crucial must-haves for SMBs and partners in 2015:

A mobile-friendly website that loads quickly (3-5 seconds), looks good, is optimized & easy to navigate,

doesn’t use Flash and offers easy-to-find basics users need: physical location, hours, products, etc. (More

on this in a bit.)

Apps that do the same and more as a complementary or alternative mobile presence. Apps are

especially important. They encourage repeat visits and spur brand loyalty. Plus, buyers are far more likely

to return to a favorite business that’s always in their pocket. That, in turn, puts more business in your

pocket.



A consistent brand look and feel across mobile phones, tablets, PCs and apps. Every platform doesn’t

need the same functionality. But each must be instantly recognizable as a different view of the same

business’s face.

For brands today, an integrated online marketing strategy must include all channels: websites, mobile apps, search

engine marketing, social media marketing and blogging.

Fig 3. Apps AND Mobile Web Key



“The buyer journey is evolving rapidly and will

include many more digital and traditional touch

points than ever... Buyers are doing more

research, shopping, and buying on mobile devices,

so SMBs must ensure consumers can get their

content across all their devices.” – Laurie McCabe,

Co-Founder & Partner, SMB Group

Respected industry

consultant Gartner says

most organizations will

need to support a “3 x 3”

future: three operating

systems (Android, iOS and

Windows) and three

“application architectures”

(native, hybrid and mobile web). The last refers to a website optimized for use on a phone or tablet. The HTML5

programming language, the firm adds, will continue to become “essential” for creating apps that run on multiple

platforms. How SMBs handle all this is a good question we’ll tackle in Chapter 4.

Bottom line: No serious organization today can afford to have a crappy, ugly, slow, buggy website,

mobile website or app—or worse, no mobile presence at all. Everything else in this eBook is just a

variation of this new reality. Websites that don’t work well for mobile consumers will hobble SMBs

this year and beyond.

“Learn how to collaborate across screens, channels, and moments of truth to deliver ONE experience to

customers wherever they are in the lifecycle.” – Brian Solis, Principal Analyst, Altimeter Group



Trend 2. “Webrooming” and “Showrooming”Response: Use mobile to improve on-location and online experience

For much of the last decade, many businesses (small and large) were freaked out by “showrooming”: customers

checking out a product in a store but buying it online.

Yet in 2014, showrooming dropped to 28% of online sales studied, according to the latest global Future Buy Shop-

ping Report from researcher GfK.

In contrast, “webrooming” (buying a product in a store after researching it online on a smartphone) hit 41%. Some

10-15% of in-store sales are a direct result of webrooming, estimates marketing technology company Criteo.



Fig 4. “Webrooming” joins “Showrooming” How Consumers Use Smartphones While Showrooming



Both shopping behaviors will continue to flourish in 2015. That means SMBs must provide great experiences both

online (see Trend 1) and at their physical locations. Partner agencies can play an invaluable role here, educating and

helping SMBs cover basics that save their customers time:

Online booking and ordering

Store locators on mobile websites and apps, including address, phone number and email address for each

location

GPS functionality that provides turn-by-turn directions to the business

One-touch calling from within apps

Product and service directories that up visibility on mobile devices

Customer comment/suggestion board: a managed, tablet-based app lets in-store and online customers

leave feedback for the SMB

Mobile-based payment options including tablet-based e-receipts and POS

Mobile-only promotions (check in, redeem in-store): bringing customers to the door with in-app deals and

exclusive direct alerts

Online

Onsite



75% of retail and consumer brand apps DON’T provide store locators. – L2 Think Thank

71% of in-store shoppers who use smartphones

for online research say their device aids their in-

store experience. – Ipsos Media/Sterling Brand for

Google

81% of U.S. mobile owners used their devices to

research items before going to a retail location;

19% at retail location. – Ninth Decimal

New in-store technology like “beacons” will get much buzz in 2015. These inexpensive devices use Bluetooth and

GPS tracking to automatically push personalized marketing messages, targeted deals, ads, buying advice and other

information to shopper smartphones based on the visitor’s location in the store, time of day, purchase history or

other mobile behavior. The technology is promising, but technical, security, privacy and annoyance questions

remain. Most SMBs are better advised to focus on the high-value basics above for now.

“The convenience of online ordering or scheduling and in-app payments is going to differentiate businesses that

offer these, and disadvantage those that do not.” – Greg Sterling, VP Strategy & Insights, Local Search Association



Trend 3. Bargain-Hungry BuyersResponse: Mobile coupons and loyalty programs

A record-breaking “Cyber Monday” and the 2014 holiday shopping season left no doubt: buyers love mobile

bargains. Specifically, coupons and special deal emails and texts delivered to their smartphones and tablets for

printing or in-store scanning.

Savvy buyers used coupons but it’s a sure bet that a record number of mobile coupons were used in the $616.9 billion

in November and December 2014 sales projected by the National Retail Federation (NRF). Savvy buyers used mobile

coupons to get the best deals on everything from clothes, toys and electronics to home accessories, services and

meals. Businesses benefited from increased traffic and sales thanks to early promotions and 24/7 online sales.

Adults redeeming coupons via a mobile device

for online or offline shopping will increase from

78.69 million to 104.11 million between 2014 and

2016. – eMarketer

60% of customers seek discounts and sales via

mobile. – Ninth Decimal

53% of U.S. tablet users will redeem a coupon

from home and 40% of the U.S. smartphone us-

ers will redeem a retail coupon. – eMarketer

More than 96% of consumers plan to use a mo-

bile smartphone in 2015 to find the best retail

deals. – Shopular 2015 Mobile Retail Outlook Survey



“We anticipate that 2015 will be a banner growth year in terms of the impact of mobile influence on retail,” predicted

the 2015 Mobile Retail Outlook Survey. “Consumers’ reliance on mobile influence and access to deals and savings

offers ... will become increasingly prominent and play a strong role in the way Americans shop and buy.”

It’s already happening in big business. Take Starbucks—their Gold Card makes you a “member,” not just another

bleary java junkie. Because it’s on your phone, the digital card is always close at hand, even if your wallet isn’t. Out on

a walk? Why not get some coffee? You don’t have your wallet, but you do have your phone. How genius is that?

Plus, redeeming a coupon and paying through an app just feels cooler. One friend recently admitted: “The Starbucks

app has literally caused me to buy 2-3x more than I used to.”

Fig. 5 Shoppers Love Digital Coupons Share of U.S. Companies Using Mobile Coupons for Marketing Purposes



For most SMBs, simple steps will prove a great way to grab their share of mobile deal discoverers.

Take digital coupons. Many people are annoyed by old-fashioned mail marketing, so they toss away the offer. But

with digital coupons, the buyer is already on board. They’ve downloaded the app. They’re ready for digitally delivered

discounts.

That receptive attitude also extends to digital loyalty programs, regardless of how they’re delivered—by app, email,

text, mobile-friendly website or all of the above. Getting the customer to download an app means they’re well along

the trail to sales.



Trend 4. Social Buying: New NormResponse: Use apps, social media and text messages to get into the conversation

Shoppers consulting other shoppers via social media and online review sites is not new for 2015. It’s just more

important than ever, both for consumers and small and medium businesses courting them. Whether SMB marketers

like it or not, “social buying” is the new norm. Fortunately, more are recognizing the new necessity.

41% (of small businesses) clearly understood the

important impact online and mobile business re-

views will have on the future of their businesses

as well. – CAN Capital Small Business Health Index

“SMBs need social media solutions that help

them actively listen, participate in, and track

the social networks their prospects and cus-

tomers use to engage and nurture relationships

and build customer advocacy.” - Laurie McCabe,

Co-Founder & Partner, SMB Group

The good news: It’s easier than ever for SMBs to add social features to smartphone apps and mobile websites. Click-

ing on an app’s “Tell-A-Friend” feature, for example, lets customers take a business viral with built-in sharing capabil-

ities over email, Facebook, Twitter and SMS. Another click connects the business with users on these popular social

networks. This visibility is critical in gaining buyer consideration and all-important customer endorsements.

SMS (Simple Message Service) deserves special note here. Simple text messages are a basic tool poised for new pop-

ularity in 2015. They’re cheap, quick, favored by many younger buyers, easily personalized and suitable for

marketing, ads & customer service. And they work.



Fig. 6 Mobile trend is big for SMBs



“97% of texts are read within three minutes of

being received, proving that mobile has the

potential to be an incredibly powerful and

immediate tool for customer interaction.” – Adam

Goran, Divisional Director, Grass Roots Group, Custo-

mer Engagement Division.

In fact, industry researcher and consultant Forrester predicts that text will be a key part of an emerging trend to

“push” streams of bundled communications through a single app to consumers. One big reason is that for many

people, texts feel less invasive than emails or (gasp!) calls.

Mobile-based social media is a crucial bridge that can turn shoppers into customers and brand advocates.



Trend 5. Content MarketingResponse: Provide useful, trusted materials to buyers

Once SMBs connect socially with consumers, many think the job is done. Big mistake. Getting followers on Face-

book, Pinterest, Instagram etc. is just the first step. Now what? Today’s buyers expect not just ads and promotions,

but useful information of real value (see Trend 4 – Social Buying). That’s why 2015 is time for SMBs to embrace one of

today’s hottest marketing trends.

Content marketing means providing high-quality

material that attracts, engages and educates new

and existing customers. It starts with the basics

needed to locate, purchase and use the business’s

products and services. More sophisticated busi-

nesses go a step further, providing buying advice,

relevant news & trends, guest experts, special

events & workshops and much more. Content

is developed internally, farmed out or “curated”

from outside sources. It’s then delivered via mobile

apps, mobile sites, email or SMS messaging—or all

the above. And quality counts.

“The days of preaching to customers rather than ex-

citing and informing them are rapidly coming to an

end and marketers that can effectively connect with

prospects will win. “ – Bill Hunt, President, Back Azimuth

Consulting

“Small businesses need to go directly to their customer

and ensure their blog, website, and email newsletter

are all as good as possible, with fantastic design and

good content.” – Ramon Ray, Publisher, Smart Hustle

Magazine

Examples: A local wine shop might publish a short weekly or monthly video about choosing and appreciating the

best new wines. A restaurant could share cooking techniques in a live workshop. A realtor, personal trainer, lawyer,

therapist or other service professional could do a short advice blog or send a short, targeted text asking a helpful or

provocative question.



U.S. adults average 43-1⁄2 hours per month

connecting with mobile content via an app or

web browser, up 10 hours per month from previ-

ous year. – Nielsen

Nearly half of all video viewers watch on their

mobile devices. – eMarketer

Smart SMB marketers will take a page from bigger businesses (who’ve been gung-ho on content marketing) and

start creating, delivering and sharing useful information including:

• Videos

• Podcasts

• Music

• Newsletters

• News feeds

• Photos

• RSS feeds and blogs

TV, magazines, newspapers and radio are no longer the best (or most cost-effective) way to engage buyers. Why pay

media company when you can be one? YouTube, Flickr, iTunes, Facebook, Twitter, Constant Contact, MailChimp and

hundreds of other public and private “channels” offer inexpensive access to thousands of new and existing customers

eager to learn and engage. Content marketing gives SMBs a golden opportunity to expand their close relationships

with customers into a wider role of trusted advisor.



Bottom line: It’s all about targeting the individual—not everybody—with relevant messages. Making

it personal shows that an SMB is working for their customer, spotting their interests, interacting not

just to sell but to somehow make their lives better. Who doesn’t want that?

“2015 will be the year of human for digital marke-

ters. Gone are the days of corporate-speak messa-

ging and dull, boring campaigns. Instead, we’ll

begin to see more marketers incorporate

human-speak into their messaging – videos,

pictures, humor, and human.”

– DJ Waldow, Digital Marketing Evangelist, Marketo



CHAPTER 3WHAT IT MEANS (HINT: NEW REVENUES)

LET’S DO A QUICK BREAKDOWN:

Hopefully by now a few key things are clear:

1. Mobile is booming and now the premier

channel in the U.S. and worldwide.

2. SMBs must get on board to compete and

leverage 2015’s most important mobile

marketing tactics.

3. There’s a huge upside for SMBs and for

their partners supplying mobile apps and

sites.



Benefits and Challenges for SMBs• Increased revenue by enabling customers to perform online research and buy/use online coupons

• Greater loyalty through frequent-buyer programs and valuable trusted content

• Stronger “webrooming” and “showrooming” for browsing buyers

• Higher customer satisfaction thanks to better customer service

• More visit frequency from friction-free bookings and reservations

No wonder mobile has become the most popular way for SMBs and customers to connect. What’s not to like?

Unfortunately, it’s not cheap, fast or easy to create good, functional, modern mobile apps. The simplest SMB apps

cost a minimum of $3,000 - $5,000 to build and often take a couple of months. Costs rise quickly to $10,000 - $50,000

(and much higher) for more sophisticated “back-end integration” (hooking into company computer systems).

STICKER SHOCK: DIY OR DIFM?

Basically, businesses have two choices: Do it Yourself (DIY) or Do It for Me (DIFM). Most SMBs (and many big outfits)

lack the technology, skills, staff and time to develop mobile websites and apps. In both cases, developers don’t come

cheap. Freelance developers charge $75 - $150 an hour depending on the market. And building is only about a third of

an app’s cost, according to Forrester Research. Updating needs to be done at least twice yearly.

2015 salaries for mobile applications developers will average $107,500 – $161,500—up 10.2% over the previous

year – Robert Half survey



IT organizations will dedicate at least 25% of

their software budget to mobile application

development, deployment and management by

2017. – IDC

“Most SMBs can’t implement these things them-

selves, but there are third party directories and

marketplaces that do.” – Greg Sterling, VP Strate-

gy & Insights, Local Search Association

SOLUTION: EASY DIY

A third option has emerged as the top choice for many small businesses hoping to capitalize on the mobile revolu-

tion: farming out to an app reseller (maybe you).

Resellers promise busy, cost-conscious SMBs a low price tag AND high-quality maintenance and service. The reseller

works hand-in-hand with them to design, build, publish and promote a customized mobile app and website that

works on iPhone, iPad, Android and HTML5 devices. The business doesn’t have to do anything but describe what

they want, then write a very reasonable check for monthly service. Quick and easy.



CHAPTER 4MOBILIZE FOR RESELLING REVENUESBy this point, you know that mobile is the fast-

est-growing industry in history (Chapter 1) and app

sales are growing at lightning speeds—to $56 billion

by 2016, according to industry researcher Gartner.

You’re current on the key mobile marketing trends of

2015: multi-platform shoppers, webrooming,

bargain-hunting, social buying and content marketing

(Chapter 2). You’ve seen the clear imperative and

benefits for SMBs (Chapter 3).

SO HOW DO YOU PROFIT?

Many marketing, design, SEO agencies,

entrepreneurs and even recent grads are

capitalizing on mobile’s rocketing growth

by becoming mobile app resellers. With the

easy-to-use technology described above,

they build, publish and sell mobile apps un-

der their own brand, netting over $5k for

selling only 30 apps a month and $30k or

more for bigger volumes.



Benefits to App Resellers

About the Bizness Apps Reseller ProgramBizness Apps (www.biznessapps.com) is the world’s #1 mobile web site and app maker for small businesses, power-

ing more than 300,000 apps.

LEARN MORE

• Unlock huge profit potential

• Establish yourself as a mobile solutions provider

• Generate an additional revenue stream

• Add value to your existing services

• Differentiate from your competitors

• Provide a needed service to your existing and new customers



http://www.biznessapps.com/reseller.php?utm_campaign=%5BEbook%5D%20Mobile%20Marketing%202015&utm_medium=ebook&utm_source=ebook

biznessapps.com | [email protected] | 1-800-549-8138

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